In fact, publishing and distribution are well understood in the company. Generally speaking, the publishing company is responsible for soliciting contributions or soliciting contributions, and then the printing process, such as purchasing ISBN from the publishing house and mid-term marketing, is very simple, but the complexity of the links is beyond outsiders' understanding. Say a few words casually, and it is easy to assemble contributions, but when it comes to the printing process of books, editors need to know the paper weight and printing process. If you give a package to the printing house, it's over. At the same time, the most important book number is also indispensable. Editors need to have rich contacts with publishers. A book needs a book number to be sold on the shelves, otherwise it is an illegal publication. However, there is a lot of water in ISBN sales, which are generally divided into two types: ISBN arrival and purchase. The arrival of ISBN refers to the delivery of printed and published physical books to the publishing house according to a certain proportion, and the purchase is generally realized in cash, which requires the editor's communication ability. Some people spend 18,000 yuan to get an ISBN, while others spend 3,000 to 4,000 yuan. This is a question of ability and popularity.
At the same time, marketing is the key. Although the publishing company is only responsible for publishing, the general sales link is entrusted to the distribution company for consignment, but if the book is not sold well, people will still return it. So marketing is not allowed. Generally, it is network marketing and event marketing. Of course, celebrity autobiography is an exception, and the author's fame alone is enough.
Speaking of distribution companies, it seems that few people really understand. The publishing company is not simply selling books. The doorways here are unimaginable, and the details are a dime a dozen. Let's briefly analyze the issuing company.
Generally speaking, companies involved in book distribution are divided according to their own channels, such as library distribution, referred to as library distribution, such as school exercise book distribution, which is a teaching aid, and government project farmer's bookstore, also known as distribution, which is similar to library distribution.
Whether it is a library, a teaching assistant or a farmer's bookstore, it is a policy-based book distribution, that is to say, the books purchased by the state are selected from the book catalogue published by the General Administration of Information every year, regardless of the books outside the catalogue. Of course, there are also many books suitable for marketing. Sales channels are mainly primary channels and secondary channels, as well as underwriting channels and online shopping.
The main channel is the sales of Xinhua Bookstore. State-owned enterprises, even worse, are supported by state grants, but sales are not strong and there is no discount.
The second channel is the sales of private bookstores. Many publishing companies will open several bookstores below, with average sales, but they are more or less a facade store. Larger companies will open bookstores and make a systematic procurement model, but it has been really difficult in recent years.
As for underwriting, it is the purchase of enterprises, institutions or groups. Generally speaking, reimbursement of tens of thousands of copies will be overwhelming.
In terms of online shopping, Dangdang, JD.COM Zhuo Yue and N-plus online bookstores sell a lot, but the goods are badly pressed.
The above distribution is just in short, not that simple. Each subdivision will work in different ways and methods. For example, there are companies specializing in annual inspection, literature and history, social sciences, catalogues and single books, many of which are also very complicated.
If the landlord works in a publishing company, he should focus on printing, manuscripts, ISBN and marketing. If you are doing publishing work, it depends on the type of company you are in. There are many categories, but the most important thing is to rely on eloquence and communication skills, because publishers, to put it bluntly, have two jobs every day, one is how to distribute books well and sell them well, and the other is how to get the manuscript fee back. This is exactly the same. This requires experience and ability, and an eloquence that can talk to the dead. I hope these words are useful to you. Good luck.