Prevention and control of the epidemic has not stopped, and school has not stopped. On the evening of April 10, Lecture 8 of the 105th Publishing Forum and special lecture series on epidemic situation and publishing hosted by the school of information management and Publishing Research Institute of Nanjing University was still held online. Zang Yongqing, President of people's Literature Publishing House, member of the 12th CPPCC National Committee and editor, was invited to give an online lecture entitled "predicament and breakthrough - rambling on the current publishing work". The lecture was presided over by Professor Zhang Zhiqiang, executive vice president of Nanjing University Publishing Research Institute and vice chairman of the National Graduate Education Steering Committee for publishing degree. The lecture was broadcasted simultaneously on Tencent conference platform, China HowNet online platform, station B and other platforms, attracting teachers and students of publishing major of Nanjing University, teachers and students of publishing major of other universities and a large number of publishing practitioners to watch.
President Zang pointed out that the epidemic has a great impact on the publishing industry, and we need to objectively and accurately analyze the current publishing difficulties, in order to break through the siege. He shared his thoughts with his classmates and peers from six aspects, including "industrial situation in and after the epidemic", "publishing response strategy after the epidemic", "distribution response strategy after the epidemic", "marketing and publicity response strategy after the epidemic", "operation outside the main business", "publishing posture in the face of the epidemic".
Industry situation in and after the epidemic
For the industry situation in and after the epidemic, President Zang believes that the epidemic has brought great impact on the publishing industry. The long-term prevention and control of the epidemic has led to a significant reduction in the sales of physical bookstores. The bookstores that rely on diversified development to maintain their operations are even worse. The sharp decrease in the number of people in bookstores will cause serious impact on books, drinks, cultural and creative peripheral businesses. In addition, the current epidemic situation in foreign countries IV However, people are worried about the gathering environment of the group, the offline marketing activities can not be carried out, and it will take time for the physical bookstore to resume normal operation. In this case, the traditional library matching activities of the publishing industry will be transferred to the online, "cloud library matching" will become the normal, and various book exhibitions and Book Festival activities may also be transferred to the online.
In terms of online sales, book discounts are likely to be further depressed, and publishers' profits are severely affected. But from a positive point of view, the government has introduced support policies for small and medium-sized micro enterprises, which will play a great role in helping some publishing houses and physical bookstores; more importantly, the reading needs of readers are still there, which will play a "regulator" role in the publishing industry. On the whole, the publishing industry after the epidemic will usher in a new round of structural adjustment. The upstream publishing institutions will rise and fall, rise and fall, and the confrontation between the downstream physical bookstores and online bookstores will be completely broken. The impact of the epidemic on the publishing industry is long-term. The publishing industry has the characteristics of long accounting period and thin profit. This epidemic will aggravate this dilemma. The fear of cash flow of publishers will directly affect the investment in new publishing fields.
Strategies for publishing after the outbreak
In response to the publishing strategy after the epidemic, Zang pointed out that the publishing house should make active adjustments in topics planning, publishing rhythm, editing work, etc. It is necessary to increase the proportion of selected topics of bestsellers, find "hot money" products, fully tap bestsellers, and improve publishing efficiency; it is necessary to seriously study online sales laws, and adapt to the new requirements of online channels from the aspects of author selection, publishing form, etc. Publishing houses should reasonably arrange theme publishing, government projects and funded publishing projects, and local publishing institutions should pay special attention to them. They have rich local characteristic resources and government publishing resources, which can ensure stable market revenue if they do well. The publishing house should make a good prediction of the types of books that may sell well in the future, seize the opportunity and make a hot new book market.
In the publishing house, we should further reduce the variety of books, eliminate the invalid topics, and pay attention to the market efficiency; in the publishing rhythm, we should implement the principle that best sellers and key books should be published first, and put the books with high publishing efficiency into the market at the first time; we should strengthen cost control, reduce the cost rate, reduce the paper and printing costs through bidding, and take appropriate measures to improve pricing In addition, measures such as removing "excessive" technology and selecting relatively fixed format are taken.
Strategies for post epidemic distribution
In response to the epidemic, Zang said that the focus of distribution work should be shifted online. We should unswervingly turn to achieve sound and rapid growth of online sales. It is not feasible to drink poison to quench thirst. We want to win the respect of partners with better services and creativity, and promote the increase of book sales. The publishing house should strengthen personnel allocation and assign the strongest sales personnel to online store business posts. At the same time, we should do a good job in the distribution of Xinhua bookstore online bookstore to achieve a larger share of sales; we should actively strive for the off store sales resources of Xinhua bookstore system; and we should "do a thorough job" in Xinhua Bookstore in key provinces and regions. In addition, we should strengthen the risk assessment of private entity bookstore business.
Marketing propaganda strategies after the epidemic
In terms of the marketing and publicity strategies after the epidemic, President Zang stressed that now, everyone has put the book publicity work online, forced by the epidemic, which is certainly right. But we must evaluate the actual effect of online activities and find the most effective way to promote online activities. At the same time, we should give full consideration to the secondary communication of online publicity, carry out the secondary promotion of marketing activities with the help of the all media platform, and pay attention to the durability of the activity publicity and the universality of the audience coverage.
Operation beyond the main business
President Zang believes that after the outbreak, digital publishing will grow rapidly, but it is impossible to replace traditional publishing. At present, it is difficult to form a better business model for audio books, but it can be used as a functional extension of paper books, so that paper books can be read and heard, and promote the sales of paper books. Publishing houses should develop cultural and creative products reasonably according to their own conditions. However, the epidemic may not bring growth opportunities to cultural and creative products. At present, it is not a good time to enter the cultural and creative market.
Publishing posture in the face of the epidemic
President Zang pointed out that the publishing house should do a good job in publishing after the epidemic with a positive and enterprising attitude and strive to turn the crisis into an opportunity. We should expand the audience with publications that are more suitable for the needs of readers and further enlarge the market. We must not stop or even shrink substantially under the pretext of preventing and controlling risks. Whoever does that will be the one out of this shuffle.
Professor Zhang Zhiqiang thanked president Zang for his excellent report. Professor Zhang pointed out that this lecture has a very good inspiration for future publishing work, especially the judgment that "the impact of the epidemic on publishing is long-term", which will help us to re understand the development of publishing industry after the epidemic.
After the lecture, many teachers and students and relevant practitioners from Nanjing University, China Press and Publication Research Institute, Beijing Printing Institute, East China Normal University, Hebei University, Lanzhou University, Intellectual Property Publishing House and Jilin daily actively asked questions. Zang's "marketing integration and market prosperity" of publishing houses, "brand marketing of brand chain bookstores in post epidemic period", "value transfer of editorial identity conversion during epidemic period", "publishing of tiktok books under the epidemic situation", "digital publishing of people's Literature Publishing House and response to digital impact", "publishing business in the platform of shaking table" are presented. "Extension" and a series of questions. Tencent message area, China HowNet online platform, B station barrage, etc. all expressed their thanks to Zang for his wonderful lectures and activities.
Written by Yin Zhaokai
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