Core Insights - The e-commerce platforms do not prioritize the direct GMV generated by books, but rather the external value of business expansion and audience conversion [2][13] Group 1: Market Overview - The domestic book retail market in China is projected to reach a scale of 112.9 billion yuan in 2024, with e-commerce contributing 40.92% and content e-commerce accounting for 30.38% [2] - The overall book market has been declining for several years, with all channels except content e-commerce experiencing negative growth [2][6] - Major platforms like Dangdang and JD have seen a decline of about 10% in their book market scale, while short video e-commerce platforms like Douyin are expanding but at a slowing rate [6] Group 2: Historical Context - The book market was once a key category for e-commerce, with Dangdang being established in 1999 focusing on books due to their standardization and ease of transport [4] - JD's entry into the book market led to a price war among major book e-commerce players, but despite the rise of new e-commerce forces, books remain an important category [5] Group 3: New Sales Logic - The approach to selling books has shifted from "people finding books" to "books finding people," emphasizing the need for books to reach their target audience [7] - The influence of short video marketing and live streaming has significantly impacted book sales, with Douyin selling over 300 million books daily in 2024 [9] Group 4: E-commerce Platforms' Strategies - E-commerce platforms are increasingly using books as a means to drive traffic to other categories, with a focus on long-term audience conversion rather than immediate sales [13] - The stable sales of educational and children's books account for a significant portion of the book market, indicating a consistent demand [14] Group 5: Potential Opportunities - High-value consumers are emerging, willing to invest in premium books, as seen with the pricing strategy of Zhejiang People's Publishing House [15] - The rise of IP-related books, driven by popular media franchises, is expected to boost sales and attract younger audiences [15]

Core Viewpoint - The debate surrounding the awarding of the "Communication Contribution Award" to Dong Yuhui highlights the ongoing tension between serious and popular literature, emphasizing the need for literature to engage with a broader audience in the context of new media and internet culture [1][2]. Group 1: Literature and New Media - Literature faces significant challenges in reaching readers due to the dominance of visual media forms like films and short videos, which have greater dissemination advantages in the current fragmented information landscape [2]. - The success of literary magazines like "People's Literature" and "Harvest" in live streaming events, achieving over a million subscriptions and billions of likes, indicates a shift in how literature can be promoted and consumed [2]. - The emergence of live streaming as a platform for literary engagement allows authors to connect directly with readers, transforming literature into a more accessible and communal experience [2][3]. Group 2: The Role of Literature in Society - The recognition of Dong Yuhui's contributions through the "Communication Contribution Award" reflects a broader effort within the literary community to adapt to new communication forms and reach wider audiences [3]. - The notion that literature should embrace new media to thrive suggests a paradigm shift where classic works can find renewed relevance in the digital age, as indicated by the positive reception of literary promotions through live streaming [3]. - The importance of having knowledgeable literary advocates in the live streaming space is emphasized, as superficial promotion may not lead to genuine engagement with literature [3].

技术进步日新月异，但人类的整活能力总在领先一步。 2025年至今简中互联网最火的流行语，一是"国运论"，这篇透过deepseek看未来的雄文，后来被证实是AI生 成的内容； 二是"手机爹又把我干哪来了"，表达一种下滑刷到陌生内容的诧异感，延伸出来还有大量表情包，甚至短视 频滤镜。 每一条火爆全网的内容下，都有一群仿佛走错房间的网友，拘谨又嚣张地带着"手机爹"的迷茫表情包，光速 加入互动：上一秒还在看中科院院士讲解黑洞合并，下一秒就被甲亢哥带着欣赏广场舞；刚看了两集《450 分钟深度解读红楼梦》，转头就迷失在修驴蹄子的白噪音中。 硅基大脑能俯仰古今畅聊国运，但将"手机"和"爹"排列组合到一起，是只有碳基大脑能整出的绝活。这背 后，是技术与人的关系正在悄然改变。 当快速更迭的推荐算法，向我们展现出一个更多面的世界，大部分人都愿意放下刻板成见，借助代码踏进 未曾想象过的广阔天地。 贝索斯在后来给股东的信中写道：" 我们的愿景是，让世界上每一本书，无论语言如何，都能在60秒内获取 [1]。 " 这位前世界首富的出发点显然没那么简单。对电商平台来说，图书是不可多得的标品品类，电子书更完美 解决了唯一不足的库存负担。 但 ...