The sinking market is becoming the backbone of online book consumption. On April 20, Pinduoduo released the “2020 Duoduo Reading Report” (hereinafter referred to as the “Report”), which demonstrated the new trend of online book consumption through platform big data analysis. The report shows that in 2020, consumers’ book orders on Pinduoduo will increase by more than 189%. Among them, Guangdong, Shandong, Henan and other populous provinces accounted for the top three in the country, while Xinjiang, Tibet and other large northwestern regions have the fastest growth rate. At the same time, book orders from rural areas increased by more than 180% year-on-year. Books as standard products are a category that cannot be bypassed by e-commerce platforms. After the epidemic, the scale of online book sales has further expanded. Relevant data shows that in the first quarter of this year, book retail sales increased by more than 30%, which was higher than the growth rate of national merchandise retail sales. The number of online market sales increased by 20% year-on-year. Pinduoduo, which has nearly 800 million active buyers, has made efforts to include the book category as a key subsidy, aiming at the sinking market to find increments. It is understood that on April 15th, Pinduoduo’s “Duo Duo Reading Month” announced the launch of a 50 million yuan reading fund, and dozens of publishing houses and book companies have jointly provided special subsidies for Chinese and foreign classics and best-selling books. Guangdong has the most “spelling books” Rural book transactions increased by more than 180% Since 2014, “Read for All” has been included in the government work report eight times in a row. The 2021 government work report pointed out that it is necessary to promote the integrated construction of urban and rural public cultural service systems, innovatively implement cultural benefits for the people, and advocate universal reading. Data from the Pinduoduo platform shows that reading for the whole people has gradually become a habit of new consumer groups. To a certain extent, in terms of geographical distribution, Guangdong, Shandong, Henan, Jiangsu and Hebei have become the places with the most “spelling books”, which is inseparable from the huge population base of each region. Reading does not distinguish between regions. Xinjiang and Tibet surpassed Shanghai and Beijing to become the regions with the fastest increase in the order volume of “Jianshu”. With the full popularity of online shopping, the Northwest has shown a higher enthusiasm than the first-tier cities in the acquisition of knowledge. The report also shows that the book order volume and transaction volume from rural areas both increased by more than 180% year-on-year; among them, the book order volume and book transaction volume growth rate of rural primary and secondary schools exceeded 152%. At the same time, thanks to the smooth flow of the “last mile” of rural logistics and the convenience of mobile payment, there has been “strong convection” of agricultural products entering cities and knowledge to the countryside, and more people are “struggling” to get rich and build beautiful villages. Readers in rural areas love to use fragmented time to read reference books. The report shows that this group of people are particularly fond of tool books. Among them, “Electrician’s Handbook”, “Vegetable Planting Collection”, “New Technology of Sheep Raising”, “Introduction to Car Maintenance” and “Efficient Pig Raising Technology” are among the most popular books. Science and technology, learning and teaching aids, etc. The fastest growth in category sales Paper books are the first choice for many people to read deeply. The 2020 Shanghai National Reading Survey Report shows that “the need for in-depth reading” and “the need for repeated reading” have become the two most important reasons for choosing paper books for reading. The report shows that in 2020, Pinduoduo will sell 100,000+ classic books, a year-on-year increase of 124%. This may be related to the increased reading time of consumers during the epidemic and the clear purpose of reading books. Specific to different types of books, the report shows that the sales of science and technology, learning aids, fiction and literature, and tool encyclopedia books grew the fastest last year. The most popular books on the platform cover four categories: inspirational, teaching aid, children, and poetry. Among them, the top 5 best-selling books after deduplication are “Murphy’s Law”, “Quan Excellent Golden Scroll”, “Three Hundred Tang Poems”, “Bad Habits Please Go Away”, and “365 Night Bedtime Stories”. It is worth noting that “Murphy’s Law” is the most sought after, because the law is not limited to a certain discipline, but describes a phenomenon in life. Specifically, it is related to people “the more they fear, the more they come.” “The experience fits well. This also aroused the user’s curiosity and helped the book top the bestseller list. While consumers love culture, they also love science. The report shows that the sales of science and technology books grew the fastest last year, with a year-on-year growth rate of over 282%; followed by learning aids, novels and literature, and tool encyclopedias, which increased by more than 202%, 170%, and 155% respectively. At the same time, for more and more young users, the four classics are indispensable. The report also shows that among the literary and fiction book orders, the post-95s and post-00s accounted for over 40%, which has exceeded the proportion of readers born after the 75s. Among them, the four famous novels and literature steadily ranked first in this category, followed by “Red Stars Shining on China”, “Twenty Thousand Miles under the Sea”, “How Steel is Made”, and “The Pickup of Flowers in the Morning” and so on. Classic masterpieces add 10 billion subsidies Minimum 2.5 yuan per book As the first vertical category to be e-commerceed, the e-commerce penetration rate of books has exceeded 60%. Online is undoubtedly an important position for book sales, and the scale of sales continues to expand. Especially under the influence of the epidemic, users’ demand for books has increased. Relevant data shows that in the first quarter of this year, book retail sales increased by more than 30%, which was higher than the growth rate of national merchandise retail sales. The number of online market sales increased by 20.84% year-on-year. It is worth noting that as Amazon China previously stopped selling paper books, the domestic book e-commerce pattern has changed. While players consolidate their positions, they intend to attract users through more diverse gameplay. It is understood that on March 31, Pinduoduo officially launched the “Duoduo Reading Month” large-scale knowledge inclusive action, centered on the concept of “good books at affordable prices for all people”, set up a 50 million reading fund, and strengthened cooperation with authoritative publishing houses and book dealers. . Up to now, more than 2,700 publishing houses, book companies, and channel merchants have entered the platform such as Dangdang, CITIC Publishing House, Knowledge Publishing House, and Motie. From April 15 to April 30, “Duo Duo Reading Month” launched a large-scale tens of billions of subsidy activities. More than a dozen senior editors received the Nobel Prize for Literature, the Hugo Prize, the Mao Dun Prize for Literature, and the best-selling list on the Internet. A list of more than a thousand high-quality books was screened out, and genuine classics were subsidized on the basis of low prices across the entire network. Among them, “Historical Records”, “Wanli Fifteen Years”, “Country China”, “Social Contract Theory”, “A Brief History of Chinese Philosophy”, “Flying Bird Collection” and thousands of genuine good books are listed on the 10 billion subsidy channel. This is 2.5 yuan. The person in charge of “Duo Duo Reading Month” stated that the “Knowledge Inclusive Action” is dedicated to “reading with classics”. The subsidized books are from the Commercial Press, Sanlian Bookstore, People’s Literature Publishing House, CITIC Publishing House, Zhonghua Book Company, etc. Many classic masterpieces. It is understood that users can “buy” books at preferential prices from the reading list compiled on the platform through the Pinduoduo APP’s tens of billions of subsidy channels or search for “Reading Month” and “Duodu Reading Month”. Industry insiders pointed out that this is the largest “knowledge inclusive action” carried out by Pinduoduo to date. “In the past year, the e-commerce penetration rate of the book industry has been close to 60%, but there are still a large number of emerging reading groups that have not been fully satisfied.” , Voucher issuance threshold, no need to compare prices, direct subsidies, in order to further lower the reading threshold, promote the inclusive of knowledge, so that more “book spellers” can truly enjoy the joy of reading. The above-mentioned person in charge also mentioned that in the next step, the platform will continue to increase subsidies for genuine good books, meet consumer demand in various ways, provide diversified support for the introduction of high-quality creators, and work with all parties to promote ” Fair consumption and universal knowledge”. Written by: Southern Metropolis reporter Huang Pei
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