Book consumption report in the first half of 2021 From Tmall books

The following is the Book consumption report in the first half of 2021 From Tmall books recommended by recordtrend.com. And this article belongs to the classification: research report, Mobile reading.

The writer, Donald, said, “a book is the essence of a person’s life. It’s a cost-effective thing to spend money on books and read a book that people spend their entire lives.” Today, on tmall platform, hundreds of millions of readers are meeting creators in the text world through genuine reading.

On August 3, tmall books and the first financial business data center released the 2021 Book Consumption half year report. The report showed that in the past six months, consumers bought 4.6 books per capita on tmall, and the growth rate of reading population was four times that of the same period last year, and the book consumption increased the fastest after 00. It is worth mentioning that in 2020, the per capita reading volume of paper books for adult citizens in China was 4.7, that is to say, tmall readers reached the reading water line of last year in half a year.

Key words in the second half of the book market: genuine

At the beginning of this year, the data of “open book release” brought new thinking to the book market. In 2020, the scale of China’s book retail (the total price of all books) was 97.08 billion yuan, with a negative growth for the first time and a year-on-year decrease of 5.08%, of which online retail reached 76.72 billion yuan, and the online rate of book retail was close to 80%, reaching a record high. This also means that the book market with e-commerce as the core sales channel officially came to the second half.

According to the 2021 Book Consumption half year report, in the past year, tmall accounted for more than half of the online retail of books, that is, for every two books consumers bought online, at least one book was placed with tmall. Compared with the “low price temptation”, “respecting knowledge” is becoming the consensus of consumers and the key to the promotion of industry value. In recent years, the “genuine” keyword has been searched 130 million times on tmall Taobao.

In response, the “protection barrier” established by tmall will conduct online prevention and control based on the book number, sales channel, minimum pricing and other information submitted by the publishing house, and the suspected infringing links will be blocked as soon as they are online. At the same time, new books, best sellers and other books are additionally included in the focus. The platform protects intellectual property rights, enables authors and publishers to have more reasonable income, and consumers have trusted channels to buy genuine books. The keyword “genuine” cannot be bypassed in the second half of the book market.

Shopping cart choice for young readers

According to the 2021 Book Consumption half year report, more than 3900 mainstream publishers, booksellers and bookstores have taken root in tmall, including mainstream publishers such as people’s education press and CITIC press, platform bookstores such as dangdang.com, Xinhua Bookstore and Boku bookstore, private publishing institutions such as reader culture, fruit wheat culture and iron grinding culture… Since January this year, Nearly 2500 new book sellers apply to settle in tmall. Consumers can browse the most complete online bookstore by sliding their fingertips.

On the other hand, the new book consumers also push their shopping carts online. According to the 2021 Book Consumption half year report, Post-00 has become a potential stock of book consumption. In the first half of this year, the book consumption scale of Post-00 in tmall increased by 65% year-on-year. Computer, dictionary and other tool books, examination and teaching auxiliary books have become their favorite; The post-90s began to have young and old people. They loved to buy childcare, management and inspirational books. They trained the next generation scientifically and did not forget to improve their competitiveness.

The books in tmall shopping cart provide different people with their own learning and spiritual needs.

“Knowledge growth” on e-commerce platform

At the beginning of last year, one-way space issued a help letter, saying that due to the impact of the epidemic, the revenue of the bookstore in February decreased by 80% compared with previous years, hoping to launch a crowdfunding assistance plan. Zhong shuge, also an online bookstore, once told the media that physical bookstores were greatly impacted by the epidemic, and their sales fell from 5 million to 100000.

Fortunately, enthusiastic consumers can also go online. The reporter found that in the tmall flagship store of one-way space and Zhong shuge, there are not a few cultural and creative products, books, extracurricular reading materials and teaching aids sold in excess of 10000. Users not only punch in for photos, but also pay for knowledge with consumption.

At the same time, books and online classes are still “chemical reactions” on tmall. According to xinwendao, the brand of postgraduate entrance examination training, “from the perspective of postgraduate entrance examination, the matching mode of books and online tutorials has become the choice of many students. Students can learn more about courses and book information on tmall, make choices through comparison, increase consumption transparency, and give businesses more possibilities.” According to the report data, legal books became the top 1 in tmall’s sales growth in the first half of the year, and the turnover of judicial courses also doubled year-on-year.

The digital book market can not be underestimated. The report shows that the proportion of national audio book reading has reached 31.6% in 2020. Fandeng reading, logical thinking, Himalayan FM, kaishu storytelling and other knowledge service institutions have settled in tmall to provide consumers with more diverse ways of reading.

Young people are building blocks for the future with good books in the shopping cart.

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