Who is the behind-the-scenes pusher for the high price of paper books? How to price paper books?
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Do you think the current paper book is expensive? Recently, the Beijing Business Daily reporter found in the bookstore group of a physical bookstore in the North Third Ring Road that many readers have been discussing the pricing of the physical books, and the "price increase" and "expensive" have become the evaluation of some readers on the current paper book. At the same time, according to the "China's book retail market development trend in the first half of 2018" released by Beijing Open Book, in the first half of this year, the price of new books increased by 12 yuan compared with last year. In recent years, the price of paper books is indeed in a growing trend. So what is the reason for the increasing price of paper books, and how should paper books find the right pricing?
15% increase in half a year
Observing the new book on the line at this stage, we can find that a new book can be bought for about 20 yuan a few years ago, but now many new books are priced at more than 40 yuan, and more than 60 yuan, hundreds of yuan. There are also a few books. Even with the reprint of the same book by the same publisher, the price has increased compared to the past.
Take "White Nights" published by Nanhai Publishing House as an example. When the book was published in September 2008, the price was 29.8 yuan. When it was published in January 2013, five years later, the price has increased to 39.5 yuan, but in 2017. In July, when White Night Line was reprinted again, the price had reached 59.6 yuan. From this calculation, the price of the book "White Night" has doubled in ten years.
The price increase of "White Night" is not a case. In fact, the price of paper books in China has been in the process of growth. According to Yang Lei, deputy general manager of Beijing Kailuan, in the first half of this year, the national book retail market grew by 11.37% year-on-year. While the code ocean continued to grow, the average price of new books also climbed, reaching 88.15 yuan, compared with last year. The pricing level of the new book of 75.62 yuan has increased by more than 12 yuan, with a growth rate of more than 15%.
Publishing companies are not evading the growth of book prices. Among them, Xinhua Wenxuan said that in recent years, due to the multiple objective factors such as the rising prices of raw materials such as paper, and the various costs of the publishing sector, the company has raised the price of some books published by some of its publishers. In addition, the new classic also said that with the increase in the overall pricing of the book market, the company's own copyright books have been adjusted for the price of some books based on the cost of copyright and printing.
Costs are rising
The increase in pricing has caused a lot of readers' attention, but also made more and more people wonder how paper prices determine the price. The Beijing Business Daily reporter learned that the pricing of printed sheets is one of the longest-used pricing methods in the publishing industry. After determining the number of printed sheets per book by page number and opening, the total cost is averaged onto a single printed sheet. Add the profit realized by each printed plan, and finally calculate the pricing of the entire book. Take a 16-page or 480-page paper book as an example. The number of printed sheets is 30. If the cost per printed sheet is 1 yuan, the price of a single sheet is priced at 2 yuan, taking into account the factors such as the profit to be realized. Then the overall price of this book is 60 yuan.
Tang Yong, a senior publisher, said that the pricing of printed sheets is one of the traditional pricing methods. In fact, in order to ensure better market feedback, paper books will consider many elements, such as cost, market environment, similar book pricing, target reader characteristics, Marketing strategy, etc. This is an overall consideration process. The recent increase in the price of paper books is inextricably linked to the increase in costs associated with paper, as well as changes in the market environment.
Paper is an important material for making books. However, the price of paper has been rising in recent years. According to public information, at the beginning of May this year, 32 paper mills across the country announced price increases in just 4 days, and the price increase ranged from 100-300 yuan/ton. This price change will undoubtedly affect the paper book. Cost and final pricing. In addition, practitioners believe that the concessions and discounts of e-commerce platforms will also enable publishing companies to adjust the pricing of paper books in order to maintain their own profits.
overpacked
At this stage, the industry and readers are eager to discuss the growing pricing of paper books. Reader Zhong Xue said that since he is still a student, there are inevitably obstacles to purchase in the face of books with a price of sixty or seventy yuan or even one hundred yuan, but at the same time there are other readers who say that books with foreign countries Compared with the price, domestic paper book pricing is not expensive.
Beijing Kailuan has published “Analysis of Domestic and Foreign Book Retail Market Reports in the First Half of 2017” and mentioned the sales of books in some overseas countries. The average price of the UK book market in the first half of 2017 was 8.12 pounds, equivalent to 70 yuan. Around; the average price in Ireland is 11.2 pounds, equivalent to about 95 yuan.
In Tang Yong's view, the pricing of paper books in some overseas countries cannot be directly compared with domestic ones. Instead, it is necessary to combine the living environment of different countries and the disposable income of each country, and compare the above indicators with the differences in book prices. From the current pricing of domestic paper books, regardless of whether the price has risen too high, but it can be found that some books have increased prices in order to increase prices, such as excessive packaging of books, which is one of the urgent problems to be solved.
This view has been recognized by many readers. “If the paper book is priced because of the high content of gold, it is still acceptable as long as the price is still within a reasonable range. However, some books do not have strong content, but they will be made of high-grade paper or other materials, but only Surface articles attempt to confuse readers to choose to buy, which will greatly reduce the reader's experience," reader Lin Yue said.