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纸质书越来越贵,为什么出版企业还是难赚钱?
声动活泼· 2025-04-23 05:39
7 播 客 厂 播 客 厂 牌 声 动 活 泼 原 创 内 容 图书出版的价格困境: 成本、定价与营销 打破惯性思维 深入反直觉的商业科技世界 澎湃新闻的报道指出,近年来新书的定价在大幅上涨。图书行业机构北京开卷的数据显示,从 1999 年到 2024 年,国内新书的平均定价从 20 元左右上涨到了 65 元,在 25 年间翻了 3 倍多。这个增长幅度超过了纸张价格 和整体物价的涨幅,说明 图书行业的产品定价增长比其他行业更加明显。 然而,新书定价上涨的同时,出版企业的业绩却在变差。根据出版人杂志的统计,国内共有 28 家上市出版发 行企业,包括我们熟知的中信出版、凤凰传媒,以及新华书店旗下的新华文轩等。2024 年前三季度,这 28 家 公司中,16 家营收出现下滑,净利润下滑的企业更是多达 24 家。值得注意的是,这些企业本身净利润规模也 比较小,超过 3 成公司的净利润都不超过 1 亿元,其中还有 3 家处于亏损状态。可以说, 「日子不好过」几 乎成了出版行业的共同困境。 出版人杂志的分析指出,出版公司业绩不佳最直接的原因,是大家都不爱看纸质书了。庞大的工作压力、各式 各样的线上娱乐平台,使得越来越少有 ...
纸质书越来越贵,为什么出版企业还是难赚钱?
声动活泼· 2025-04-23 05:39
Core Viewpoint - The pricing of new books in China has significantly increased over the past 25 years, with average prices rising from around 20 yuan to 65 yuan, more than tripling, while the performance of publishing companies has deteriorated, indicating a disconnect between pricing and profitability in the industry [1][2]. Group 1: Pricing Trends - The average price of new books in China has increased from approximately 20 yuan in 1999 to 65 yuan in 2024, reflecting a growth rate that surpasses that of paper prices and overall inflation [1]. - The retail market for books in China is projected to reach 112.9 billion yuan in 2024, showing a year-on-year decline of 1.52%, with non-educational books experiencing a more significant drop [2]. Group 2: Declining Sales and Profitability - In the first three quarters of 2024, 16 out of 28 listed publishing companies reported revenue declines, and 24 companies saw net profit decreases, highlighting a widespread struggle within the industry [1][2]. - Over 30% of these companies have net profits of less than 100 million yuan, with three companies operating at a loss [1]. Group 3: Changing Consumer Behavior - The average adult reader in China read less than 5 physical books in 2023, compared to around 12 books in Japan and the United States, indicating a decline in interest in physical reading materials [2]. - The shift towards online entertainment and increased work pressure has contributed to a decrease in deep reading habits among consumers [2]. Group 4: Rising Costs - The costs associated with book publishing are rising, with direct costs (printing and royalties), indirect costs, and period expenses now accounting for 40-50% of book pricing [2][3]. - The price of cultural paper has fluctuated upwards, with major paper companies announcing price increases of 500 yuan per ton in early 2023 [2]. Group 5: Copyright and Market Dynamics - The increasing dominance of top-selling books has led to higher royalty rates, with some authors receiving over 15% in royalties compared to the traditional 7-8% [3]. - Less than 4% of new books sold over 5,000 copies in the first six months, with nearly 85% selling fewer than 500 copies, indicating a significant challenge in achieving economies of scale [3]. Group 6: Impact of E-commerce - The rise of e-commerce has shifted book sales from physical stores to online platforms, where aggressive discounting has diminished the perceived value of books [4]. - Nearly 50% of private bookstores have closed in the past decade, as publishers lose bargaining power against major e-commerce platforms [4]. Group 7: Content Marketing and Sales Strategies - The increasing reliance on online sales channels has led to a focus on creating viral content and engaging marketing strategies to boost book sales [5][7]. - Despite the high costs associated with live-streaming sales, publishers continue to invest in this area for potential long-term benefits, although immediate profitability remains elusive [5]. Group 8: Regulatory Environment - Unlike many countries that have price protection laws for books, China lacks such regulations, forcing publishers to raise prices to maintain profitability amid constant discounting [6].