The hottest physical bookstores don't have to join

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Physical bookstores do not have to participate in the price war to win Book repurchases

is it bound to be a bottom race for merchants to fight the price war? What is the value of a book itself? How can physical bookstores win back loyal shopping groups

what is the value of a book

2012 gave a new interpretation of this problem. After the U.S. Department of Justice filed a lawsuit against apple and the five major U.S. publishers in May, the form of books itself has received great attention. Using terms similar to revolutionary changes, such as explosive sales growth and low production costs, the authorities drew a clear dividing line between e-books and their corresponding paper book products

however, paper books are still an important means of value storage and value-added opportunities for publishers and retailers. We will put aside the problem of e-book pricing for the time being, and write this article to discuss paper books and their value. In other words, we want to provide in-depth observation of some facts. Where do current readers choose to buy paper books? Why do they choose this channel over others? To solve the value of a book? This problem

our conclusion comes from a comprehensive survey conducted by Simon kucher partners at the beginning of this year. The purpose of this survey is to learn how American consumers purchase products from 13 popular categories, including paper books. More than 1000 consumers have provided us with feedback on why they choose to buy, why they buy in physical stores, will they expect to buy more in the future, and how physical store retailers can win back loyal online shoppers

the three conclusions of this survey reached the stability conclusion of the whole machine structure, and questioned the long recognized view on the importance of price factors in the book industry, especially the traditional concept that compared with a certain product purchased in a traditional store, the same product will definitely achieve a better deal on sale (meaning: they will definitely be cheaper)

1. When a reader decides to buy a book on, convenience is as important as, if not more important than, price

2. The larger the number of all machines, the moving parts should be lubricated according to the instructions. If they can't operate normally, consumers buy books on the Internet, and the less important the price factor is to them

3. Incentive price competition will not attract online consumers back to physical stores

no one will deny that they will be affected by price factors. Low prices do have inherent attraction. American consumers have now experienced more than a decade of intensive training led by Amazon and Barnes & Noble. In its statement to the securities and Exchange Commission, Amazon even bluntly mentioned its contribution to reducing commodity prices. We strive to provide our consumers with goods at the lowest possible price

nevertheless, both publishers and retailers need to bear in mind that people turn to the Internet to complete their transactions for many reasons, not just price. It is incorrect to think that price factor is the dominant force behind the online book purchase behavior, but put convenience factor in the second place

when respondents were asked to choose a reason why they usually buy books online rather than in physical stores, 24% of them chose the option of lower pricing. Among all the influencing factors, the answer is obviously that the former has the highest proportion. However, we found that what is striking is that 76% of online book buyers did not put the price factor at the top of their list of influencing factors. For the heavy book shopping group, only 14% of the respondents put the pricing factor first, followed by the more comprehensive influencing factors related to convenience, product selection and 24/7 shopping time, which account for 12% each

when we enlarge the statistical object to those readers who want to increase the number of books they buy online in the coming year, a similar proportional relationship will emerge. When the surveyed readers were allowed to tick multiple motives, only 56% of the respondents did not even choose a lower price at all, and 61% of the respondents put the price factor after the influencing factor of 24/7 shopping time

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