♬ 点上方播放按钮可收听洞见主播亚楠 朗读音频 洞见 （ DJ00123987 ） —— 不一样的观点，不一样的故事， 3000 万人订阅的微信大号。点击标题下蓝字 " 洞见 " 关注，我们将为您提供有价值、有意思的 延伸阅读。 作者：CC 来源：每晚一卷书 （ID: JYXZ89896） 惟精惟一。 最近，我去了解了《明朝那些事儿》的作者当年明月的经历。 我才发现他是一个把史书读到极致的人。 他5岁开始读《中华五千年》，这本书被他反反复复读了20遍，封面都被翻烂了。 11岁起，他读《二十四史》《资治通鉴》……并每天坚持阅读这类书籍至少2小时。 15岁后，他又继续读一些晦涩难懂的明史专著，累计研读史料超6000万字，阅读时长超过15年。 工作之后，他也一直保持着手不释卷的习惯。 正是这日复一日看似枯燥乏味的阅读生活，才成就了他非凡的人生。 在《明朝那些事儿》这本书中，也有很多像当年明月一样，用数十年磨一剑的人。 读懂了他们的经历你就会明白： 这世上所谓的强者，都把一件事做到了极致。 朱元璋：拼到极致 有网友曾评价明朝开国皇帝朱元璋：开局一个碗，装备全靠打。 朱元璋出身社会底层，父母都是贫苦农民，并不能给他的人 ...

Core Insights - The publishing industry is experiencing a fundamental shift in the logic behind bestsellers, with the phenomenon of million-copy bestsellers becoming increasingly rare due to changes in reading habits and content dissemination [1] Group 1: Changes in Sales Channels - The sales channels for books have undergone significant changes, with marketing now focusing on influencers and bloggers rather than traditional media [2][3] - The rise of e-commerce platforms has led to aggressive discounting, which has disrupted traditional sales models and reduced profit margins for publishers [3][4] Group 2: Challenges for Physical Bookstores - Independent bookstores are struggling to survive due to the impact of e-commerce discounts, making it difficult for them to compete [6][7] - Despite the challenges, there remains a demand for physical bookstores as places for browsing and discovering new books [7][9] Group 3: Pricing and Profitability Issues - The cost of producing books has increased, leading to higher retail prices, which publishers are reluctant to raise due to potential drops in sales [11][12] - The perception of book prices as high is influenced by the significant discounts offered by e-commerce platforms, which complicates the pricing strategy for publishers [11][12] Group 4: Decline of Million-Copy Bestsellers - The number of million-copy bestsellers has decreased significantly, with recent successful titles not reaching expected sales figures [13][14] - Factors contributing to this decline include a shrinking reading audience and the dominance of viral video content over traditional book marketing [14][15] Group 5: Impact of Digital and Piracy - The popularity of e-books has not translated into significant revenue for publishers, with e-book sales consistently accounting for less than 5% of total income [16] - The resurgence of piracy is a major issue, with counterfeit books being sold at prices that undercut legitimate sales, further harming the publishing ecosystem [16][17]

Core Insights - Zhejiang Xinhua has successfully transformed into a "young old bookstore" by embracing short videos and live-streaming e-commerce on Douyin, achieving impressive sales figures [1][3][5] - The company has initiated a "thousand-person anchor" plan to encourage all county and city stores to engage in live book recommendations, reflecting a strategic shift towards online sales [5][6] Company Background - Established in 1949, Zhejiang Xinhua has over 75 years of history and operates more than 800 chain stores with a retail space of nearly 500,000 square meters [3] - The company faced challenges with declining foot traffic and a shift towards online book retailing, prompting a need for transformation [3][5] E-commerce Strategy - The e-commerce division was officially established in July 2020, coinciding with the rise of short video and live-streaming e-commerce, particularly on Douyin [5][6] - The initial focus was on creating unique short video content to promote books, which garnered over 300,000 followers on Douyin [5][9] Live-streaming Success - The transition to live-streaming began in 2022, with the team learning the necessary skills and processes to engage audiences effectively [6][7] - A breakthrough occurred with the introduction of the "warehouse live-streaming" model, significantly increasing viewer engagement and sales [7][9] Consumer Behavior Changes - Consumers have shifted towards using short videos to discover books before making purchases, indicating a change in buying habits [9][10] - The company has recognized the importance of adapting to these new consumer preferences, leading to increased sales from 20 million in 2023 to 30 million in 2024 [9][10] Collaboration and Team Dynamics - The establishment of a dedicated new media team has been crucial for managing live-streaming operations, product selection, and business partnerships [9][12] - Effective collaboration across departments has been highlighted as a key factor in the company's success in the competitive live-streaming market [12][16] Future Prospects - The company plans to expand its live-streaming efforts, with expectations of further sales growth as the team continues to develop and refine its strategies [10][12] - The success of Zhejiang Xinhua serves as a model for other bookstores and publishers looking to adapt to the evolving retail landscape [16]