Borrowing new books gives them more convenience than buying books directly.
Recently, Quanzhou Education Bureau, Quanzhou Library and three bookstores in the city jointly launched the activity of "Free Book Borrowing for Children of Migrant Workers", which once again triggered the upsurge of "New Book Borrowing". Although it is only for the children of migrant workers, it still makes many readers feel gratified. They said that "new book borrowing" is a good way to read, and if the major bookstores in Quanzhou can promote this model, it will attract more consumers.
The book city's first "new book borrowing" was cold.
The first free borrowing book in Quanzhou was Transocean Bookstore. It is understood that Fuzhou, the headquarters of Book City, has set up a branch in Sanming and entered Quanzhou in February last year. At that time, the operators were complacent and thought that Quanzhou's economy was developed, and the reading rate and purchase rate of citizens should be not low. However, after half a year's operation, it is found that Quanzhou people's enthusiasm for reading and buying books has not reached the original expectation.
Qian Bao Zhong, general manager of the bookstore, told the reporter that in Quanzhou Store of Transocean Bookstore, the daily traffic is only1000 ~ 2,000 people, while in Fuzhou, the average number can reach 5,000 people, and in Sanming, there are 3,000 people. In order to understand Quanzhou's reading market, they decided to launch the "free lending" activity, which not only provides Quanzhou readers with a more convenient reading environment, but also is a profit-making activity. More importantly, they will investigate the reading volume and reading types of Quanzhou people through this activity.
"Our plan is to issue 500 credit cards and then actually handle about 300." Qian Baozhong said that after the launch of the activity, many readers came to consult, but some readers couldn't accept it, because a deposit from 500 yuan was required to apply for a library card.
This practice caused some controversy in Quanzhou Book Fair at that time. The relevant person in charge of Quanzhou Eryong Bookstore believes that it is unprofitable for bookstores to lend books for free, and bookstores should consider the feasibility of this marketing model. Yang, assistant manager of Quanzhou Bookstore, said that the marketing model of book lending should have a certain impact on Quanzhou Bookstore. For example, more people borrow books, which may affect the sales of some books.
Many readers think that 500 yuan deposit is "too expensive to afford". In this regard, Qian Baozhong, manager of Transocean Bookstore, said that the deposit is set higher to set a certain threshold: the service group that borrows for free is readers who love books and have certain economic purchasing power.
"Most of them are middle and senior managers of enterprises. Most of them come from other places, some are government civil servants, and some are parents of students who handle children. There are very few local ordinary citizens. "
The reading rate of Quanzhou citizens is relatively low.
Although the activity of "borrowing new books" was neglected in Quanzhou, Qian Baozhong said that their investigation task was basically completed. "Judging from the borrowing situation, the reading volume in Quanzhou is much lower than that in Fuzhou, even worse than that in Sanming. Among the borrowing types, social science management is the most popular, followed by science and technology. "
Quanzhou Bookstore, another large bookstore, shares the same feeling about Quanzhou's low reading rate. Yang, assistant manager, said that for every 100 customers in Shenzhen Branch, 40-60 customers can cause consumption behavior, and the single consumption of customers is between 60 yuan and 80 yuan, while in Quanzhou, for every 100 customers, nearly 20 people can cause consumption behavior.
According to Zhang Fan, director of Quanzhou Press and Publication Bureau and Quanzhou Copyright Bureau, there are more than 500 bookstores with business licenses in Quanzhou, and several of them are submitted for approval every year, and several will close down every year. "The living conditions of most bookstores in Quanzhou are not very good, especially some small bookstores with retail operations are unsustainable."
In this regard, Zhang Fan analyzed two reasons: First, the traditional reading market was impacted by the network and TV media, which changed many people's reading habits; Secondly, the management concepts and means of bookstores have not been updated in time. In addition, Yang, assistant manager of Quanzhou Bookstore, believes that population base and income level are one of the reasons that affect the passenger flow of Quanzhou Bookstore. "Shenzhen's population base is 6.5438+million, and Quanzhou's population is nearly 600,000. The people's ability to buy books is incomparable. Shenzhen's per capita income is higher than Quanzhou's. "
With the rising price of paper, insiders said that the operating situation of Quanzhou Book Market this year is not optimistic. If you want to survive in the downturn, you must try your best to improve your popularity. Several large book fairs in urban areas have chosen different ways.
"Creating the added value of book products is our development direction," Yang said. Quanzhou Bookstore has settled in cultural industries such as coffee shops, stationery stores, supermarkets, musical instruments and music training institutions in Simbach, "attracting consumers with comprehensive and diversified cultural consumption." Transocean Bookstore, on the other hand, promotes its popularity by holding exhibitions, lectures and movies.
Readers favor the new way of "borrowing"
Although the "new book borrowing" first introduced by the bookstore did not achieve the expected ideal effect, readers are full of expectations and welcome this way.
Xiaolin, a civil servant, said that "borrowing new books" is different from renting bookshelves and libraries by individuals. Personal rental of bookshelves generally requires a deposit and rent every time, and the rent is directly proportional to the time of borrowing books, which makes it unbearable for readers over time. Moreover, this kind of bookshelf mainly rents martial arts novels and inferior romance novels, and the readers' level is not high; As for the library, there are more problems, such as the low rate of new books on shelves, and the long-selling new books may still be difficult to find in the library after a few months or even a year or two. "I also applied for a library card from the city library, but I will only go there except to check some old materials. I only go to the bookstore to read new books. " Today, with the accelerated pace of life and the increasing level of readers, "new book borrowing" has just seized the "gap" in the reader market and won readers with good service.
Xiao Chen, who likes science and technology books, told reporters that such books are generally more expensive and they don't want to buy them. They don't buy it if they want to read it, and they feel very tired after reading it in the bookstore all day. If the bookstore can promote the activity of "free borrowing", it will be much more convenient for readers to borrow books and go home.
"It is enough to read some books once, and it will be a bit worthless to buy them back. Borrowing can save us a lot of money. " Liu Ye, a junior, thinks that bookstores will attract more consumers if they adopt this business model.
For bookstores that mainly sell books, will this kind of "new book borrowing" lead readers to only borrow and not buy? In this regard, Qian Baozhong said that bookstores also had this concern at first, but later found that many readers borrowed new books, which were not damaged, but simply bought them. After some new books are borrowed once or twice, the bookstore can sell them at a certain discount according to the old and new degree of the books, so that even if the bookstore is profitable, it will ensure the smooth circulation of new books.
The education department advocates "free borrowing"
Although the "new book lending" in bookstores has ended, the relevant departments have already seen the benefits. Recently, Quanzhou Education Bureau, in conjunction with several major book cities and municipal libraries, launched a free book borrowing activity for children of migrant workers in urban schools.
According to Zheng Huaqiang, head of the Moral Education Department of Quanzhou Education Bureau, the free book borrowing activity is aimed at the children of migrant workers studying in urban primary and secondary schools. Children of migrant workers can apply to their school, and after being examined and confirmed by the school, they will be sent to the Moral Education Department of Quanzhou Education Bureau for treatment.
Library card for children of migrant workers ". Children of migrant workers can borrow books for free in Quanzhou Library, Quanzhou Book City Co., Ltd., Quanzhou Branch of Fujian Transocean Book Culture City Co., Ltd. and Quanzhou Citonghua Book City Co., Ltd.
Chief Zheng said that there are more than 2 million migrant workers in Quanzhou, and 202,000 children of migrant workers are studying in Quanzhou primary and secondary schools. The purpose of carrying out free book borrowing activities for children of migrant workers is to improve their reading environment, make children of migrant workers have better educational conditions, feel the care of society, and guide children of migrant workers to love learning and Quanzhou, and aspire to grow into talents.
"After communicating with several bookstores, they all support this method and think it is worth promoting. When borrowing a book, the borrower needs to pay 85% of the book price as a deposit and return it when returning the book. This is not only convenient for management, but also can cultivate students' sense of responsibility and let them form a good habit of loving and protecting books. Zheng said that the registration activity is currently underway.
In order to cooperate with this activity, several major book cities have also set up special counters for migrant workers to facilitate them to read and buy books.