[Bai Dao Editor's Note] The outbreak of the epidemic has caught all industries across the country by surprise, and publishing houses are no exception. The distribution and other industrial chains have been shaken. While taking various measures to rescue, the publishing house also said that today's marketing has already been deeply integrated into the Internet. Live broadcasts, private domain traffic, and online marketing are constantly iterating. How do publishers do it? Baidao interviewed a number of publishing houses and listened to their ideas.
Photo source: "New Era Cup" 2019 Times Publishing · China Bookstore Annual Tribute (Tan Bookstore Heyuan Jianji Store)
Thanks to the following interviewees
(in alphabetical order of the publisher)
Vice President of Guangdong People's Publishing House Chen Zhiqiang, Deputy Director of Publicity and Promotion Department Dong Fang
Director of Marketing Department of Hunan Children's Publishing House Deng Chao
Director of Marketing Center of Lijiang Publishing House Qin Tao
Director of Distribution Department of Jiangxi People's Publishing House Luo Anyu
Director of Media Propaganda Department of Nanjing University Press Qi Wanjun
Luo Yunduo, Deputy Director of Marketing Department of Sichuan Literature and Art Publishing House
Director of Marketing Department of Sichuan Children's Publishing House Zhang Yingying
Deputy President of Shandong Friendship Publishing House Ye Wei, deputy director of the Marketing Center of Zhejiang Children's Publishing House, and Jiang Li, director of the Marketing Center of Zhejiang Literature and Art Publishing House. In the face of the epidemic, the publishers of each publishing house have their own tricks, and the measures adopted by each publishing house are different, and the ideas are also different. But they all gained alertness and enlightenment from this incident without exception. In addition, marketing has already been deeply integrated into the Internet, live broadcast, and private domain traffic. It can be said that a new round of iterations has been carried out on online marketing. Baidao.com interviewed about this and discussed the marketing thinking of various publishing houses. The distribution of
is closely linked, and the publishing house has solved the
epidemic one by one. All aspects of the publishing house have been affected. The editors may be able to organize manuscripts at home. However, the focus is on the distribution of logistics and channels. Prescribe the right medicine, starting from all aspects of office, business, and logistics, and strive to restore normal conditions.
Publishing House has fully enabled online office, and publishing work is no exception. It uses enterprise management background, WeChat or DingTalk to write daily work logs, make work arrangements, and conduct remote visual conference calls. In this way, we can not only communicate the relevant business situation of the issuance in time, but also understand the details of the department's work. Han Gangli, vice president of Shandong Friendship Publishing House, introduced that the publishing house implements a duty system, and the network department is on duty in turn, and the sales department of market books and teaching materials also has one person on duty. When everyone is working from home, they actively deal with the bookstore in the area they are in charge of. And this can be said to be a common scenario for distribution work across the industry. The business information channel of
Publishing House has not been interrupted. Ye Wei , deputy director of the Marketing Center of Zhejiang Children's Publishing House, said that during the spring ploughing, it was originally an important node for business people to go out to run the market. Although they cannot travel due to the impact of the epidemic, the business distribution has not stopped the work at hand. , as early as when working from home, communicated with customers by telephone and online to understand the situation of customers and books. She believes that with sufficient preparatory work in the early stage, the staff can collect and organize this information, which can speed up the pace of work in a more targeted manner. For Jiangxi People's Publishing House , the business has already had an impact, and March is the peak of offline business distribution. Therefore, the publishing house has made some plans to use the network as a carrier to organize information such as the bibliography and the number of online sales. , available to customers. Guangdong People's Publishing House took advantage of this time to make strategic adjustments to its business, clarify its thinking, and convert the distribution department into a distribution company for operation, no longer assessing payment collection and delivery, and turning to a profit-centered business. , with cost control, turnover rate control, and corporate operation linked to profitability. The logistics of
books is not smooth now. However, the contact between Zhejiang Literature and Art Publishing House and the bookstore staff has not been interrupted. When the holiday was extended for the first time, the publishing house was expected to extend the holiday for the second time. Therefore, the marketing department checked the recent book varieties and screened out which ones need to be added. Urgently, which ones need to be replenished and ordered, so as to ensure that after going to work, the production department can cooperate and work together. In addition, Jiang Li said that many online stores are operating but the logistics are not smooth, and the salesmen are also sorting outThe online store is established, and the page update and optimization suggestions are sorted out according to the variety, keywords, search terms, hot spots, etc. of the online store items. At present, more than 100 kinds of materials have been selected, and the material update has been completed online with the editor and the beauty editor. The backstage and online of each platform have completed the change of product pages.
China Construction Industry Press uses ERP and other basic office systems to handle orders without major problems. The substantial impact is more on logistics and delivery, as well as the offline direct connection between publishers and distributors, and distributors to customers and readers. service. Yin Junxiang , director of Marketing Center, said that in the future, the publishing house will focus on the characteristics of physical store operation and network operation. Physical stores are still very important, not only for display, but also for direct service functions in the region. At the same time, the publishing house will also pay more attention to the operation of several major online websites, and give more targeted support to online bookstores such as Tmall , Taobao , Jingdong and so on. The marketing of
is constantly iterating, and the community live broadcast is running. During the epidemic of
, the publishing house took various measures to stop losses in time and return to normal. The publishing house marketing has been updated with the times. Internet + era, live broadcast, private domain traffic... Traditional publishing houses keep pace with the times, constantly involve new fields, and complete the continuous iteration and advancement in marketing.
live broadcast has become a key word that many industries pay attention to. Publishers are no exception. More and more publishing houses are beginning to test the waters of live broadcasting, exploring the possibility of coexisting with book sales. Shandong Friendship Publishing House is preparing to collect the published key books and upcoming books in 2020, and make the content into a live broadcast. Currently, they are communicating with the online sales team, and they have made the platform live broadcast channel format. get through. After the content is collected and reviewed internally, the publishing house hopes to broadcast a live broadcast to major Xinhua Bookstores across the country in early March. At that time, the publishing house will directly issue an invitation QR code to listen to the live broadcast.
Sichuan Children's Publishing House has invited well-known writers and senior editors to carry out live broadcast promotion activities on Taobao, JD.com, Kuaishou and other platforms since February. For example, Li Maoyuan, a picture book writer, was invited to teach children how to keep a diary in the form of painting; Du Ying, a new promoter of traditional culture and the author of "The Story of National Treasures", was invited to give a series of lectures on "National Treasures" to explain cultural knowledge. In addition, on February 29, Chuan Shaoshe also innovatively adopted the "cloud" release method for the launch of the third new book of "Manchu National Treasures", making full use of the interactivity of new media and the characteristics of unbounded domain restrictions to help Readers can learn about new book information and supplement spiritual food without leaving home. Online live broadcasting has indeed enriched the form and content of publicity during a special period, and played a certain role in sales drainage. However, Zhang Yingying, director of Marketing Department, believes that live broadcasting is the focus of current marketing work, and marketing work under normal conditions should also be It is a three-dimensional marketing that combines online and offline and various methods. Under the craze of
online live broadcast and short video, Hunan Children's Publishing House has the courage to innovate, created an "editing live broadcast group", and launched a series of children's book live broadcasts. In 2019, the agency carried out live broadcast and short video marketing training for marketing editors, created the "Children's Book Anchor Group" of Xiang Shao Society, and jointly broadcast live broadcasts with big Vs to boost book sales and expand brand influence. Last year's Double Eleven and Double 12, the agency's "Editor's Live Broadcasting Group" not only carried out a series of live broadcast cooperation on e-commerce platforms such as Dangdang, Tmall, and JD.com, but also cooperated with children's book live broadcast V to carry out marketing. On the eve of Double Eleven, the "Children's Book Anchor Group" of Xiang Shao Club specially invited the children's book anchor "Sister Joey" to carry out the live broadcast of children's books together. Record, the live broadcast that night was at the top of the Tmall popular anchor list TOP list.
Zhejiang Children's Publishing House has been testing the waters and launched a number of live broadcasts since last year. At this time, it has strengthened the communication with various live broadcast platforms, and the live broadcast work for different groups is also proceeding in an orderly manner. In the future, the publishing house will pay more attention to the needs of online channels and carry out some key product promotions. Jiangxi People’s Publishing House is no exception. Luo Anyu told Baidao.com that on February 28, the publishing house made a new attempt to open a live broadcast room for mass reading on the Internet. Guangdong People's Publishing House has its own Internet celebrity anchor, who brings goods on the platform operated by Tmall every day, has a large traffic, and once rushed into the Tmall general managerThe top 5 in the traffic list. Since the outbreak of the epidemic, the publishing house has cooperated with many other channels, such as offline reading clubs and bookstores, to complete online sharing and live broadcast.
On the evening of February 25th, Shanghai Translation Publishing House invited the book blogger "Rimbo who lives elsewhere" to conduct a live broadcast on the theme of Russian literature reading at station B. Ding Lijie, director of Marketing Department, said that the publisher also During the live broadcast, the Shanghai Translation Tmall flagship store launched a special offer for purchase, and digital reading platforms such as kindle also gave relevant book discounts and strong recommendations, and other online platforms will also share and broadcast. At present, most of the marketing activities of the publishing house will be carried out online. In addition, during the epidemic, the "Shanghai Book Fair, The Power of Reading" was launched, and most of the publishing houses launched an online model, and linked with platforms such as Station B, Himalaya, and Toutiao to conduct community, publicity, and sales cloud linkages. Shanghai Yueyue Book Company plans to launch a series of live broadcast activities of "Yunyou Publishing House", and the first stop is Shanghai Translation Publishing House. In addition to the live broadcast, the publishing house also actively participates in the "Shanghai Book Fair Special Network Gathering" event, and will launch a series of online reading activities in the near future, including book list release, blogger live broadcast, community lectures, etc.
live broadcast is not a panacea, the effect is still to be seen
However, publishers also have many doubts about the compatibility between books and live broadcast. Nanjing University Press did a live broadcast on teaching assistants, inviting teachers to come to the scene, and the response was good, but on the whole, the publishing house was still in a wait-and-see state. Qi Wanjun said that as a sales channel, live broadcasting may not be in line with the variety of books published by publishers. Most of the publishing houses publish foreign literature, literary theory and academic books, making it difficult to attract audiences.
Sichuan Literature and Art Publishing House has conducted live broadcasts on JD.com and Tmall, but Luo Yunduo said that compared with other products in the same period, such as clothing, beauty, etc., the number of live broadcast viewers is relatively low, and the growth is slow. Do a good job of publicity in advance to achieve full information coverage. In addition, live book sales are suitable for selecting children's books, because children's books are purchased by parents without preference and purpose, and are more easily affected by live broadcast publicity. Like ordinary literary works, the content of the book cannot be explained in a short period of time, so the live broadcast effect is not ideal, unless it is the author or its own traffic.
In the opinion of Jiang Li , the publishing house is actively participating in the live broadcast, but she believes that it is necessary to have an idea on the selection and a good entry point. At the same time, the publishing house is not a pure circulation enterprise. It should not only consider sales and profits, but also consider social impact and economic benefits. Therefore, the publishing house will be more cautious: including who to choose, what method to use for live broadcast, How to connect outside the live broadcast and so on. At present, the publishing house is constantly trying, looking forward to encountering a mature opportunity.
In addition to live broadcast, private domain traffic has also become an area of discussion for publishers.
Guangdong People's Publishing House has established a readership group, a total of 5 groups, Dong Fang said that traffic is very important, it can help the publisher to see where the fans and users are, help to make products according to the needs of users, and cultivate the stickiness of users . The 5 reader groups have a total of about 1,000 people, which are not many, but the loss rate is low. Usually the publishing house will share articles, interact and communicate in the group, distribute benefits, and enhance the stickiness of readers. After the outbreak, the publishing house also shared online with the reader group, and then a group of fans poured in from the Douyin platform and other video platforms, and the number of people increased significantly compared to before.
For Lijiang Publishing House , the most private domain traffic is in the circle of friends, mainly in the form of reposting public account articles and publicity pictures. During last year's Teacher's Day, Lijiang Publishing House made a teacher's "mantra" series in the circle of friends, mainly pictures, accompanied by a classic text, which was easy to impress and received a good response. And Zhejiang Literature and Art Publishing House has its own fixed channels. In this epidemic, these private domains have played an important role. At present, the publishing house regularly updates book information in the WeChat group, such as "Super Scientist" and "One Hundred Thousand Whys", which are delivered by express after customers place an order.
"Super Scientist (set of 6 volumes)"
Click the book cover to buy it in the three major online stores
Publisher: Zhejiang Literature and Art Publishing House
Author: [Italian] Federico Tatija, Mario Tocci,Margaret Hack is waiting for
Publication time: April 2019
Hunan Children's Publishing House is actively taking action to help fight the epidemic, and for the epidemic prevention of the children's group, the knowledge science book division of the club quickly launched a popular science book "Reading Nursery Rhymes, Anti-Virus: A Picture Book of Novel Coronavirus Epidemic Prevention" is available for free. In the promotion of this book, Xiang Shao Club contacted training institutions, kindergartens and self-media with close relations before, and sent the electronic version of the relevant picture books to each other, mobilizing children to read picture books, read nursery rhymes, and interpret them by themselves. Since then, many parents have shared relevant videos in their circle of friends and WeChat groups. Through the communication between acquaintances, the e-book of epidemic prevention picture books has been widely disseminated, forming a good social impact.
Nanjing University Press prefers philosophy and social science literature, Qi Wanjun believes that the brand building of the publishing house needs to endure loneliness. At the beginning, the self-media of WeChat and Weibo may not be as popular as the best-selling brand. , but if you stick to it, it will gradually attract readers who pay attention to the brand, thereby increasing the stickiness of fans.
Luo Anyu said that Jiangxi People's Publishing House is doing community marketing, among which the "massive reading" series is the best, and a relatively mature community marketing method has been formed. At present, there are 6 QQ groups for this series of books. The QQ group contains a variety of customers, mainly for teachers, students, and parents of students, and the positioning is relatively accurate. Publishers often release marketing information in the group, such as new book information, emergency protection knowledge, etc.
The epidemic affects publishing, distribution and marketing changes
After this battle, the publishing house has been shaken, but it has also inspired new ideas and a new view of the industry. To put it into practice, it is a change in the thinking and development thinking of the distribution and marketing strategy. Regarding the distribution of
, Chen Zhiqiang, vice president of Guangdong People's Publishing House, believes that during the epidemic, the publishing house has fully opened its online office, and the frequency of online contact with customers has increased. Each salesperson needs to promote product videos online and communicate with customers. , to classify product information to different customers. This is new for publishers, because in the past, more basic catalog information was sent to WeChat, and there was little personalized promotion. Under the pressure of telecommuting, everyone adopts a new marketing model and tries online promotion, which may prompt consumers to rely more on online sales.
In addition, the publishing house is also communicating with customers, and the online orders that the publishing house can send on behalf of the publishing house will be sent by the publishing house. This avoids the previous triangular model of publishers-intermediaries-end-consumers. Publishing houses can not only distribute business on behalf of customers, but also cooperate directly with customers and provide a variety of services, which can improve the recognition of publishing houses to a certain extent.
The publisher of Zhejiang Literature and Art Publishing House , because the epidemic has enhanced process management, during the work from home, the salesmen have cleaned up the accounts in detail, analyzed the customer situation and online and offline layout in each region, and strived to be based on a clear process. Ensure promotion follow-up and risk prevention and control after resumption of work. Zhejiang Children's Publishing House used to control physical stores and online stores, but at this stage, the online business of the publishing house is developing at a faster pace, and some physical stores have also expanded their online business. In the future, the publishing house will strengthen cooperation. Work.
Shanghai Translation Publishing House not only actively fought against the epidemic during the epidemic, but also further expanded its online channels. On February 28, the official WeChat account of "Shanghai Translation" announced the opening of Shanghai Translation Publishing House's Tmall flagship store, which further demonstrated the publisher's enthusiasm. In terms of
marketing, Ding Lijie believes that the test of the epidemic is whether companies can efficiently gather forces when faced with "uncertainty", open up departments for collaboration, and look for opportunities while customer service is difficult.
Now, the sales staff of China Construction Industry Publishing House are operating in a coordinated manner both online and offline. Yin Junxiang said that the publishing house is currently divided into 6 large marketing and sales areas, and a large area generally has 3 to 4 Individually, they manage online and offline marketing and sales. From marketing and distribution personnel, work mode to logistics and delivery, it is necessary to further improve and improve online operation methods.
Dong Fang said that in the past two years, everyone's thinking about book marketing has been biased towards online, but due to various reasons, including the influence of traditional thinking, the progress is not fast enough, etc., so the progress is not so good. But the epidemic has made publishers see the necessity of e-commerce marketing andUrgent, it can unite many channels in a relatively short period of time, help everyone to form a joint force, and even link to many platforms that are usually rarely cooperated. In the future, Guangdong People's Publishing House will speed up the pace of online marketing.
Lijiang Publishing House, Zhejiang Children's Publishing House The same is true. Lijiang Publishing House 's traditional marketing methods such as new book launches, reader meetings, sharing sessions and other offline activities will gradually decrease, more online activities, live broadcasts , community marketing, etc. Ye Wei , after the epidemic is over, Zhejiang Youth Club will do some strengthening work online, some of which may include those who have not done it online, and will also switch to online channels. In the future, channels will be optimized and improved according to the actual situation.
Jiang Li said that in terms of marketing, there will always be changes and development, but the habits of people across the country, including some media, will definitely change after this epidemic, so marketing will definitely change. In the spread of the epidemic, the public attention and the proportion of the media are differentiated to a certain extent. The dissemination of WeChat, Weibo, or Douyin, the proportion will rise and fall, and different things may be placed in Different platforms, and even presentations in different ways, publishers want to collect data and make a unified plan during the observation process.
focuses on key products and high-quality books
Marketing methods are important, but marketing content is the foundation. Each publishing house focused on its high-quality titles and introduced its key marketing products.
Lijiang Publishing House at the beginning of the year, marketing key products "Lijiang Annual Selection" and "New Weekly". Nanjing University Press continues to focus on public reading and cultivates the "Watcher" book brand. Zhejiang Literature and Art Publishing House has published the popular science book "Super Scientist" for children and recorded audio. The biggest feature of this book is that it can help children scientifically understand some disease knowledge and scientific protection knowledge. In addition, in the literature category, the publishing house launched Chen Danyan 's "Room where the past lived", which ranked first on the list of new cultural books on Dangdang.com for many weeks.
"The Room In The Past: Chen Danyan's Museum Trip"
Click the book cover to buy it in the three major online stores Launched the "Hidden" series, including "Twenty-Four Solar Terms Hidden in Maps", "Ancient Poems Hidden in Maps", "Idioms Hidden in Maps", etc. The combination of language knowledge, exquisite hand-painted illustrations, and extensive knowledge expansion. Through reading, various disciplines are integrated, so that knowledge is no longer a breakpoint, but is connected into an ocean, which is loved by young readers.
"The Twenty-Four Solar Terms Hidden in the Map (All Four Volumes)"
Click the book cover to buy it in the three major online stores
Publisher: Shandong Friendship Publishing House
Author: Hao Zhixin Chief Editor, Zhidian Lollipop Drawing : March 2019
"Ancient Poems Hidden in Maps"
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Publisher: Shandong Friendship Publishing House
Author: Staxiong Culture Editor; Time: June 2019
"Idioms Hidden in the Map"
Click the book cover to buy it in the three major online stores May 2019
Zhejiang Children's Publishing House at the beginning of the year focused on "12 Letters from Kai-Fu Lee to Teenagers", author Zhao Lihong 's original Little Black Tiger, "Dear Nature" prose juvenile reading book by Bao Erji Yuanye and With the extracurricular reading "Primary School Famous Classics Happy Reading Department" and so on.
"Dear Nature Bauerji Wilderness Prose Juvenile Reader (a set of 6 volumes)"
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Publisher: Zhejiang Children's Publishing House
Author: Baoerji Yuanye
Publishing time: August 2019
"Classic Happy Reading Books for Primary School Students in Grade 5"
Click the book cover to buy it in the three major online stores
Publisher: Zhejiang Children's Publishing House
Author: Li Jianshu
Publishing time: August 2018
"British Children's Comics Encyclopedia" is a set of interesting, fun and authoritative encyclopedic comic books. At present, Hunan Children's Publishing House is re-launching and has published 50 volumes, the content and quality of the books are highly recognized by readers, and more than 3 million copies have been sold within 3 years of listing. The marketing highlights of this set of books: First, it was recommended by CCTV, the book has been recommended many times by CCTV 2 "First Time" column and CCTV 14 Children's Channel; the second is the strategy of focusing on key channels, although the book's channel layout is diversified , but it was re-launched on JD.com. Last year, it was listed as the TOP 1 most popular paper book on JD.com. At present, the book has a good effect in the group purchase of the self-media community; in addition, Xiang Shao Club also plans to remake a high-quality reading promotion video for "British Children's Comics Encyclopedia (1-50)", which will be sold on Jingdong, Dangdang, Tmall, and the community. and other recommended platforms online. And "Stupid Wolf's Story Series" has great IP value. According to Deng Chao, Xiang Shaoshe produced 36 episodes of the cartoon "Stupid Wolf and His Friends", which were broadcast on major TV stations and video platforms. Wolf Little Reader serves and interacts, and the publishing house is planning the online and offline essay writing activities of "The Second Stupid Wolf Story Everyone Writes Essay Competition".
"British Children's Comics Encyclopedia (Set of 1-50 Volumes)"
Click on the book cover to buy it in the three major online stores Time: November 2019
Guangdong People's Publishing House pays attention to the epidemic, starts from the perspective of characteristic topic selection, organizes topic selection, and cooperates with Central People's Broadcasting Station to publish "Angel Diary", the content of which is the process of front-line medical staff assisting Wuhan real records in . The other is called "Guangdong Relief Diary", in cooperation with Guangdong Radio and Television Station , to collect the personal diaries of medical staff to reflect the real situation on the front line. In order to increase readability, the publishing house invited Lin Dihuan, the author of Kobayashi comics, to create illustrations. In addition, "Remembering the Epidemic: Prayer, Isolation and Symbiosis" was also launched, which reflects on the relationship between human beings and disease and reviews several plague disasters in human history.
Jiangxi People's Publishing House mainly focuses on the "Mass Reading" series, which was created by Han Xing'e teacher from Weifang, Shandong Province, and insists on the concept of improving children's writing by reading. Complete the textbook of the textbook, and then do extended reading for the students. Now this method has been recognized by the majority of teachers and students, and the "Mass Reading" series of books creates textbooks based on this teaching method.
Sichuan Literature and Art Publishing House owns the comic version of the well-known TV series and novel "Langya Bang" and the national comic "Tibetan Feng Xing" with over 200 million online readings. The marketing highlights of these two books lie in the extension value of IP and the style of Chinese comics. At present, the publishing house pays attention to online linearity and youth when preparing marketing materials. For various popular platforms such as Bilibili, Douyin, , Xiaohongshu, , it prepares corresponding tonal product videos and follows a certain rhythm. Launch, track hot topics, "rub" hot spots, and display products. In addition, the publishing house also prepares a wealth of book gifts for online sales platforms, such as "Tibetan Feng Xing" with a special character stand.
"The Great Many" (painted phonetic version) is a key product being marketed by Shanghai Translation Publishing House . This set of books incorporates Teacher Zhou Qing's educational philosophy through vivid and interesting stories. Sunshine, intelligent children have considerable guiding significance. In addition, the publishing house will also market a series of high-quality children's books, not only paper books, but also e-books and audiobooks "Charlotte's Web", "Little Mouse", "The Swan Playing the Trumpet", etc. The publishing house plans to work with the sales platform to recommend these high-quality books to young readers across the country.
Sichuan Children's Publishing House recently released the third series of "Romantic Talking National Treasures", including "Dunhuang Mogao Grottoes", "Qin Shihuang Terracotta Warriors and Horses Museum" and " Taipei Palace Museum ". Maintain the style of the first two series, and explain representative cultural relics through the method of "humorous comics + national treasure interviews", expand children's cultural knowledge, and stimulate children's interest in traditional Chinese culture.
(Editor of this article:)