阅读的未来｜出版遇冷，阅读如何坚守

Core Insights - The implementation of the "National Reading Promotion Regulations" on February 1, 2026, highlights the importance of reading as a national strategy, despite the current decline in reading habits and book sales [1] - The book retail market in 2025 faced significant challenges, with a reported market size of 1,104 billion yuan, reflecting a year-on-year decline of 2.24% [1] - The trend of declining sales in the publishing industry is attributed to changing reading habits and the rise of digital content consumption [2][10] Market Trends - The overall book retail market saw a decline in sales, with the market size dropping to 987.13 billion yuan in 2025, a decrease of 11.20% compared to 2024 [1] - The sales of academic books also experienced a significant downturn, with a notable drop in sales volume reported by various publishers [2] - The channel for book sales is increasingly fragmented, with shelf sales declining by 16.50% year-on-year, and traditional e-commerce platforms experiencing a 22.67% drop in sales [3] Shift in Sales Channels - Content e-commerce has emerged as the leading retail channel, surpassing traditional platforms with a growth of 30.43%, now accounting for 40.53% of the market [6] - The shift towards content-driven sales indicates a fundamental change in the book retail landscape, with consumers preferring to purchase books through live streaming and short videos [8] - Traditional e-commerce is losing traffic, and the growth from content e-commerce is insufficient to offset the decline in traditional sales channels [9] Challenges in Deep Reading - The rise of AI and digital media has made deep reading a luxury, with consumers increasingly distracted by short-form content [10] - The time and attention required for deep reading are becoming scarce, leading to a decline in traditional reading habits among youth [10] - Publishers are recognizing the need to adapt to these changes while promoting deep reading as a valuable skill [21][22] Opportunities for Quality Content - Despite the overall market decline, there remains a demand for high-quality books, as evidenced by the success of niche titles like "微渺人生" [11][17] - Publishers are focusing on producing quality content that can withstand the test of time, emphasizing the importance of deep reading [17] - Engaging with readers through events and social media is becoming essential for publishers to maintain relevance and promote quality literature [18][19]