In the golden age, the sales volume of the blowout is seriously inconsistent.
The opening of the national book retail market from January to November 2016
In 2016, the children's book market grew steadily, with two significant changes: First, online store sales surpassed physical stores for the first time, and second, children's books became the first category of the entire book market. “In the past two years, the major e-commerce platforms have introduced the concept of new retail, in which children’s publishing is the main sector. Since the increasing power of media, the shift of consumption upgrades and the mode of selling goods, the profitability of the children’s publishing industry has increased. It has come to the best of times. But compared with the international market, it is in a weak position, and the core competitiveness of the domestic market is worrying," said the senior practitioner.
"The market's blowout status is far from the core competitiveness of the industry. The current domestic children's publishing market mainly relies on imported books, high-quality book picture books, children's stories, etc., which are bought by Haitao. The hand is gathered, and it is basically monopolized by several millions of state-owned enterprises, and the profits are considerable. This phenomenon is very unfavorable for the future development of domestic children's publishing. Although the state-owned market is large, the market competitiveness is not active."
Just need the industry IP hot content is always king
Nowadays, the concept of "IP" in the cultural industry is hot, and the various interactions between online literature, online games and adaptation of film and television dramas are constantly being known to the public. Children's publishing is not limited to the application and cognition of IP. "Children's books are rich and colorful, and they are trapped in the form of paper books. It is difficult to express the whimsy of the children's world. There are few original products, so that our children are 'brainwashed' by foreign lifestyles and instilled by Western culture."
The veteran said: "The domestic children's book original ability still stays, or even worse than ten years ago, the core competitiveness is weak, leading to the domestic children's publishing in a weak position in the international arena. The theme of children's publishing remains the same, the content is king. This is the key to improving core competitiveness."
“Mother and baby industry is 'one year old and one market', the needs of children of different ages are different. Children's publishing as a segmentation and vertical industry, although the customer cost is low, but the whole industry is not good at data operations. The book market that competes in the market cannot be sold by anyone. The state-owned component is high and has a certain monopoly. However, it is still just the market. Because the needs of children of different ages are different, such as the parents of children aged 3-6. I hope that the children will receive skill training, parents will infuse the children with such knowledge, and the skills and skills of the book will become just needed." Senior practitioners said.
“In addition to the teaching materials, 80% of the book market is now monopolized by foreign products, and 20% is local R&D. We often say that the taste is getting weaker, especially for children, for Christmas. The love of the festival is more than the Spring Festival. This is a terrible thing. The taste of the year is getting weaker. We must guide the children and tell them the importance of traditional Chinese festivals. National things cannot be lost. This may take time. To change, but the important responsibility for this phenomenon is the children's book publishing unit, which needs this market to work together. Therefore, in the future, children's publishing is not just a need, but also a heavy responsibility."
The "50 yuan" value recognized by parents after 90 years
“Pre-school education has a single product form and lack of diversity. Some areas have a lack of early childhood education, and the children’s publishing market is harder to reach.†The senior practitioner said, “With the upgrade of consumption, young parents’ investment in children has increased. I hope to give my children the best. After 90, my parents are new hopes, almost all of them are growing up in a family that is not lacking in material. They have a clearer understanding of the consumption of education, more comprehensive parenting appeals, and higher trust in foreign brands. ."
But these young parents will blindly pursue high-priced products. "The same is selling diapers, milk powder, books, others selling 65 yuan is sought after, you sell 15 yuan but few people care, why? Where is the difference of 50 yuan? In most Young parents think that expensive is good, it is forced to high. In the children's publishing industry, the '50 bucks' gap is very common."
The senior practitioner believes that: “Hai Tao is like a book picture book introduced ten years ago. It has cultivated a generation of people's requirements for quality of life. I believe that the injection of cultural and spiritual content is the next opportunity node to do life aesthetics for these products. The blessings are more stories, sentiments, and local connotations. The education connotation is good, and the blessings are continued. Parents always hope that their children will accept the local culture, and inherit the same culture, not wealth. The foreign lifestyle has been injected into the products. In the middle, so sell 65 yuan. And this 50 yuan gap is the next opportunity for the domestic children's publishing market."
Scenery education culture inheritance is the opportunity
This year, two representatives proposed to include pre-school education in compulsory education. In the future, the development space for early childhood education and early childhood education market is still very large. “Market competition will increasingly gather in leading brand institutions because it cannot support this huge system of education R&D and education. Management standards, etc., niche brand institutions development opportunities will not be too big, strong and strong, weaker weaker."
If the entire education industry is used to measure the current preschool education industry, the senior practitioner believes that 90% of the institutions still need to work hard. They exist because they solve part of the demand in the current market, so it is more objective to position the industry in the semi-education industry.
Future scene education will gradually become a new trend, and investors will value this field. The senior practitioner said: "Books are not the only carrier of publishing education. Under the new situation, I think that scene education will be a big trend. For example, after the rainy season in the south has passed, the quilt at home needs to be taken out and sunburned. This is usually a housework and a life scene. It is actually an educational scene. In this kind of scene, we should guide more mothers to know Meiyu, meet the summer, know seasonal, seasonal changes and ritual feelings. A welcoming summer ceremony, replacing the mats in the home with cool blues and whites, and changing the bowls into glassware. This is a scene education that is very important to children. We educate children to feel the sense of life. The change of nature, culture is such a heritage."
“Books, music, story collections, etc. can be turned into a scene for parents and teachers to educate their children. The e-commerce platform is also developing in this direction. Alibaba has already applied the VR scene to this field, and more investors in the future. It will pay more attention to scene education. Sceneization is to scene the content and also to make the scene content. Such a sales model will be a useful attempt to solve the value of 50 yuan." The senior practitioner said that the Chinese children’s publication How to become "going out" is the pain point that the industry needs to solve now.
One party is the economic environment with the end of the demographic dividend and overcapacity. The survival space of enterprises has been compressed as never before. One party is a large number of consumers who are willing to pay for spiritual consumption and are willing to pay a premium for high quality. "The best business model must be born in The worst era." Today, the essence of business is shifting from “buying and selling relationships†to “service relationshipsâ€.
Obtaining the value of “50 yuan†is the biggest crisis and best opportunity for the domestic children's publishing industry. For other practitioners in the maternal and child industry, where is the value of “50 yuan� Industry pre-layout, starting from the profit point of finding the profit model!
Noun explanation: "Code Ocean" is the total price of all books in the book publishing and publishing department. The "code" is the meaning of the price tag, and the "foreign" is the old silver dollar.
Article source: Maternal and child industry observation
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