subject: Report: Personalized Book Market Diversification Irreversible - Book - Printing Industry [print this page] First half of 2009, Zhejiang Xinhua Bookstore Group, POS and other terminals Sell Data recently baked. Data show that, despite international Financial Crisis, but still continued the Zhejiang Xinhua 6 years of its continued double-digit growth, year on year growth rate of 16%, retail book sales Mayang more than 1 billion.
Zhejiang, Xinhua said the first half of the overall trend Gaokaidizou, indicating the market is still not strong enough. The contrarian growth achievements, and the Zhejiang Xinhua second half of 2008 to correctly analyze the situation on the market and sales in 2009 related to measures undertaken.
Sales structure?? Consolidate its foundation multiple breakthrough
Zhejiang, Xinhua said in the first half of this year's sales results fully explain the adjustment of sales this year to develop the structure consolidate its foundation, multi-character principle to see the effect a breakthrough.
Zhejiang Xinhua POS terminal sales and other sales (ie, chain of Zhejiang Xinhua 90 through the POS machine 331 stores sales data, and Zhejiang Xinhua on Joyo, nine years net boku B2B network information customers and outside the province docking customer sales) statistics show that during the first half of this year, Zhejiang Xinhua terminal sales volume of 10 billion yuan, compared with 2008, more than 800 million yuan in the first half rose 16%. Judging from the first half of the monthly sales, the growth trend is 1 month to 2 month high opening, in March continued to drop, in April ~ June stability, the speed increase. Inter-quarter sales showed Mayang increasing, decreasing growth, incremental upward trend.
Which stores the first half of the province POS sales of 8.65 billion yuan, up 122 million, Foreign chain stores and other sales of more than 140 million yuan terminal, an increase of 17.32 million yuan, the province remains the main growth. Store sales of more than 690 million yuan, 61.71 million yuan increment; shop sales of more than 310 million yuan, 77.36 million yuan increment. Shop sales increase, representing 55.6%, 44.4% increment-store sales, store sales and shop sales were flat, out of the market outside the shop Fanqiang results significantly.
From the category view, book sales to more than 860 million yuan, increment more than 100 million yuan, an increase of 14.20%; non-books or stationery and digital product sales more than 140 million yuan, 32.28 million yuan increment, an increase of 27.70%. Form from the customer point of view, customer sales of more than 920 million yuan entity, incremental over 110 million yuan, an increase of 14.30%; virtual or Network Customer Sales 79.83 million yuan, 22.74 million yuan increment, an increase of 39.80%.
In addition, in the first half of the stores to remove subscriptions Educational books for teaching, tutoring strong growth in foreign, culture and education category sales of more than 300 million yuan, 40.63 million yuan increment, an increase of 15.50%, 29.22% of total sales. According to reports, Zhejiang Xinhua chain, the cultural and educational books sales in the proportion of total sales decreased year by year, from 50% to 40%, technology, social science, children, art books sales gradually increased the proportion of total sales, from 10% ~ 13% to 15% to 16%. But this year an exception.
Cheap sell?? Jiuzhe the greatest contribution to the Jiu Wuzhe
From the beginning of this year, Zhejiang Xinhua introduced four low-cost engineering: low marketable book project, cheap best-selling works, special bibliography project, special low-priced promotional stores. From the current data, these four projects total sales of 134 million low-cost, accounting for 16.6% of book sales POS.
Cheap marketable book project. In the industry boom has set off the "orange storm", half cheap varieties of 48,000 kinds of dynamic sales, accounting for 8.9% of varieties of dynamic marketing; sales Mayang more than 110 million, accounting for 14.4% of POS sales. From the cheap sale discount segment analysis, the most obvious effect is Jiuzhe to Jiuwu Zhe, sales accounted for 85.7% of total sales low. Book the best single product number is eight to Jiu Zhe Wu Zhe; species is Jiuzhe the largest number, followed Jiuwu Zhe, Wu Zhe again, is eight.
Cheap best-selling book project. 247 in the first half of Zhejiang Xinhua introduced to social science, art classes mainly of low-cost varieties best-selling book, pulling the 455 300 and 12.05 million yuan of sales.
Dynamic Special Bibliographic Database project. Provided by a special directory publishers, Zhejiang Xinhua did not get the goods ready for dynamic titles Management The market Tender After winning a special Purchase And closed sales. Special sale 9.42 million yuan in the first half, the average supply discount Folding.
Stores feature cheap promotions. Zhejiang Xinhua headquarters in the first half to lead the Group launched a special low price promotions outlets, mainly single-store outlets, publishing some varieties of promotional sales drop during the short-term discount under. In January ~ March of this year planning a winter of reading more than 10 activities, stimulating sales of 12.84 million yuan, up 102.8%; in April to 6 months in the spring in the story of the planning activities, the monthly release 273 variety, sales 2.48 million yuan, up 56.9%.
