"Three Major Campaigns" Drive Upgrade
In 20 10, Wan Xin Media ranked among the top 500 service industries in China for six consecutive years, and was selected as the "Top 30 National Cultural Enterprises" twice. In that year, the company realized an operating income of 2.76 billion yuan, an increase of 8.47%.
But Cao Jie, who has carefully investigated the publishing industry, knows very well that the publishing industry in China has encountered unprecedented challenges. E-commerce has gradually eroded the traditional book market, and the change of readers' reading habits has aggravated the difficulty of industry survival. As the main income source of Wanxin Media, the growth of teaching materials has also entered a bottleneck period. In order to realize the leap-forward development of the main business, complete the transformation and upgrading, and ensure the company to seize a bigger cake in the existing market share, we must let the company stand on a new platform.
The "three major battles" will be the performance-oriented employee competency assessment war, the breakthrough war of weak growth of the main business and the defensive war of turning losses into profits for stores, and the most crucial thing is how to realize the leap-forward development of the main business of publishing and distribution. In this regard, Cao Jie believes that we must jump out to see the problem. Previous research data show that the average expenditure of primary school students and junior high school students in Anhui province on teaching materials and supplementary books is several times different from that of students in cities and counties, which has great potential for mining; High school students, colleges and universities, children, adult education, normal education and other market-oriented teaching materials markets, as well as the library book supply market, are all blank markets that Anhui new media urgently needs to expand, and there is a lot of room for improvement. Cao Jie believes that if we accurately grasp the market demand, constantly innovate the management mechanism and give full play to the advantages of the company's book management, the main business of Wanxin Media can achieve rapid and sustainable growth in the next few years.
"20 10, the loss of Xinhua Bookstore in China has become the norm". Cao Jie revealed that although Wanxin Media's stores have achieved good business performance, the overall benefit is not high, and even some stores have suffered losses.
"Can you run a bookstore like a luxury?" Cao Jie boldly put forward his own ideas. Whether Xinhua Bookstore can sell books according to readers' needs and provide more and better reading reasons depends on whether cultural consumption can be transformed into consumer culture. He told reporters that Wanxin Media has been trying, and the store in Sanxiaokou in downtown Hefei will become the first batch of pilot units. He hopes that the main sales revenue of the new store will double, and more income will come from the business opportunities generated by the bookstore consumer culture. As the project is still in the exploratory stage, Cao Jie did not disclose more details.
Multi-party layout promotes development
Regarding how the profit model of Wanxin Media will change in five years, Cao Jie told reporters in a positive tone: "With the continuous improvement and transformation of the company's main business, the company's main profit source is likely to be no longer textbooks and supplementary books."
Cao Jie said that the development of Wanxin Media cannot be separated from the two-wheel drive of the real economy and the capital market.
Cao Jie, who is very skilled in the operation of the capital market, said: "We should make good use of the capital in the capital market to maximize its benefits. Regarding the use of raised investment funds, the company will focus on the main business, take the innovation of business format and service as the breakthrough point, and choose large projects with high returns to promote the company's sustainable development. Actively invest in new media and creative cultural industries, and strive to become a strategic investor and market guide in the cultural field of China. "
Cao Jie, who is also the general manager of Anhui Xinhua Distribution Group, has high hopes for the cultural real estate projects being promoted in an orderly manner. Cao Jie revealed that the cultural real estate project of the distribution group will focus on building its own brand, adopt the operation mode of urban cultural complex, build a large-scale chain and cluster urban complex with cultural products and services as the main content, and gradually replicate it in major cities in the province, making cultural real estate another profit growth point of the distribution group during the Twelfth Five-Year Plan period.
At the same time, on the chessboard of Cao Jie's strategic layout, the company's existing book distribution logistics business will evolve into a third-party intelligent distribution logistics industry with more competitiveness and market potential, and even become the strongest fourth-party logistics supply platform in Anhui and even the central region. This will be an important pawn for the future transformation of Wanxin Media business.