一位抖音爆款书操盘手眼中的行业挑战与转型路径

Group 1 - The core viewpoint of the article highlights the challenges and opportunities in the publishing industry, particularly in the context of new media sales and the evolving market dynamics [1][2][4] - The company has successfully launched multiple bestsellers, including "This is the Comic History of China," which sold 100,000 copies in just 45 seconds, and "The Comic Adventure of Boys," which surpassed 4 million copies sold [1][4] - The sales performance of new media platforms has declined, with the cost of acquiring traffic increasing and the return on investment (ROI) decreasing [4][5] Group 2 - The new media sales environment is characterized by a saturation of traffic, making it increasingly difficult for niche categories like books to gain visibility [4][5] - The company invested approximately 20 million yuan in advertising for the "Puberty Books" series, which achieved sales of nearly 1 million copies on Douyin [7] - The process of launching a successful product through new media requires significant upfront investment and a focus on high-quality content to avoid negative consumer feedback [11][12] Group 3 - The article discusses the need for collaboration between publishers and private companies to effectively market books, emphasizing the importance of combining quality content with effective promotional strategies [15][16] - The traditional publishing model is being challenged by the need for a more dynamic approach that incorporates market logic and consumer preferences [16][28] - The future of publishing will depend on the ability to produce distinctive and high-value content that resonates with consumers, as well as adapting to changing market conditions [31]