Development Status and Market Prospect of China's Physical Bookstore in 2018
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On January 8th, 2019, the 2019 China Bookstore Learning Conference and the "New Era Cup" published in the 2018 era of the "Brand Illumination Bookstore" • The China Bookstore Annual Salute Ceremony was successfully held in Beijing. At this event, relevant experts analyzed and interpreted the development of physical bookstores in China. According to the survey data, the current physical bookstores in China still focus on selling books. In 2018, the retail sales of physical bookstores were 32.1 billion yuan. Under the traction of market demand, the distribution of the physical bookstores in China will be more abundant in the future. At the same time, China's per capita paper reading is still low, and the development of the national reading strategy will be long-term positive and industry development.
The physical bookstores in China still focus on selling books. In 2018, the retail sales of physical bookstores were 32.1 billion yuan.
According to relevant experts, in 2018, China's book sales outlets increased by 4.3% year-on-year, employees increased by 5.5% year-on-year, and the scale of physical bookstores expanded rapidly. Large-scale chain bookstores and new independent bookstores set off a store boom. According to the bookstore support plan issued by each city, the number of bookstores in China will continue to rise in the future.
Affected by the rise of online channels, many people believe that offline physical bookstores have been “difficult” and need to maintain their operations by selling products other than books.
Affected by the impact of online shocks and the active transformation of offline bookstores, traditional bookstores are no longer the only products and services with book sales, but also the business formats such as coffee catering and Wenchuang. However, the 2019 China Bookstore Learning Conference and the "New Era Cup" published in the 2018 era. According to the survey data of the organizers of the China Bookstore Annual Tribute Festival, most of the physical bookstores in China still use books as their main business. In addition, the distribution of the business of Xinhua brand bookstores and non-Xinhua brand bookstores is quite different.
Specifically, in the non-Xinhua brand bookstore, the new business format around the book + coffee catering + Wenchuang is the main distribution. However, the sales of books in nearly 2/3 brand bookstores accounted for more than 50%, and the sales of nearly 90% of the bookstores in Wenchuang accounted for less than 30%, while the sales of coffee restaurants accounted for less than 50%. It can be seen that the proportion of book sales is higher overall.
In the Xinhua brand bookstore, the distribution is based on traditional formats. Overall, the sales volume of books accounted for a relatively high proportion, and the sales volume of coffee catering and Wenchuang peripheral products accounted for a relatively low proportion. Driven by market demand, Xinhua brand bookstores are also actively transforming, and more services will appear in Xinhua brand bookstores in the future.
Although the physical bookstores are greatly affected by the rise of online channels, the retail sales of bookstores in China's physical bookstores have been relatively stable since 2012, all of which have remained between 320-345 billion yuan, and the scale is still large.
The per-capita paper book reading is still low, and the development of the national universal reading strategy will benefit the physical bookstore industry for a long time.
According to the data of the fifteenth national reading survey in the country, in 2017, the whole country was steadily higher than the previous year. Among Chinese adults, 10.2% of the nationals read 10 or more paper books a year, and 5.4% of the nationals read 10 or more e-books a year. More than 20% of the nationals have a habit of listening to books, and nearly 40% of adult nationals think that their reading is small.
In the distribution of reading habits, the proportion of paper-based book reading has decreased, while the proportion of mobile phone reading, online online reading, and reading on e-readers has increased. The development of digital reading has also weakened the offline entities to some extent. Book market demand.
The reading volume of paper books in China is at a low level. According to the survey conducted by the China Press and Publication Research Institute, the number of paper books per capita for adult Chinese in 2017 was 4.66, a slight increase from the 4.65 in 2016. In 2015, this number was 4.58. It is worth noting that Japan has read 11 books per year, 9 in South Korea, 7 in the United States, and 8 in France. The average reading volume of Chinese nationals is quite different.
According to the analysis of experts in the industry, the time for reading in the whole country is relatively short. The in-depth development of the national all-people reading strategy will benefit the long-term development of the physical bookstore industry.