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Text / Li Jing
Source: Yidian Finance (ID: yidiancaijing)
When it comes to the new top sellers in the book-selling world recently, it is none other than Dongfang Selection. Almost every Douyin live broadcast has exceeded 10w+ viewers, and related topics have been frequently searched. The Oriental Selection account under New Oriental has broken the old live broadcast e-commerce pattern. Under the traditional advantageous categories of e-commerce such as beauty makeup and clothing, it is hard to come by. Forge a new path and continue to create good results for the sales of the book industry.
According to data, Dongfang Xuan actually sold 2.66 million books on Douyin within a month. The deputy director of the Children’s Publishing Center of the Electronic Industry Press said in an interview with the media, “It was sold short, and before Dong Yuhui’s official introduction, the company’s existing inventory (“DK Earth Encyclopedia”) was sold.”
Open the traditional book e-commerce platform Dangdang.com, in its book bestseller list and new book bestseller list, “Su Dongpo Biography” and “Far Away in Time” are at the forefront. Dangdang even has to recommend it in the book. Dongfang selected the books that the anchors such as Dong Yuhui strongly promoted, and gained a lot of popularity. Dongfang’s selection of this dark horse sold in the book industry can be said to have activated the ups and downs of the e-commerce book sea.
Short selling and printing are not false, TikTok 618 book TOP10, Dongfang selection accounted for 8 seats
According to the China Publishing and Media Business Daily, a number of people in the publishing industry said: “Oriental Selection” is on, the stock is empty, and it is urgent to print. “After the explosion of ‘Oriental Selection’, the live broadcast room was in great demand, and the sales volume exceeded expectations.” The relevant person in charge of New Classics said in an interview with the China Publishing Media Business Daily, “Alive” (2022 Edition) June 16 On the day of the broadcast, 60,000 copies were quickly sold out. In fact, bestsellers such as “Alive”, “Ordinary World”, and “The Moon and Sixpence” usually have a large stock in stock, and unexpectedly they are out of stock. After the broadcast, the sales of “Alive” are still growing steadily, with a total of 121,000 copies sold in 10 days.
“This live broadcast has far exceeded our expectations, which is very unexpected.” Liu Jun, general manager of new media sales in Beijing Times Chinese, also introduced in an interview with China Publishing Media Business Daily, such as “Suffocating Tang Poems and Song Poems”. For popular books, if a “top stream” KOL can sell 5,000 sets in a live broadcast, it is considered “considerable sales”, and “Oriental Selection” sold more than 10,000 sets on the same day. After a period of time, the book sold 115,000 sets, the inventory was empty, and the purchase interface showed “pre-sale”. Liu Jun docked with the department, and the printing factory urgently added printing. The original 10-day printing cycle was reduced to 6 days, and the batches were put into storage at a frequency of several days. In addition to the distribution of other channels, “300,000 sets were required before and after.” . After restocking, this set of books was put back on the shelves in “Oriental Selection”, and in less than a week, another 50,000 sets were sold. So far, the book has sold 177,000 copies.
The “Suffocatingly Beautiful Tang Poems and Song Poems” mentioned by the person in charge of Beijing Times Chinese also appeared in the Douyin e-commerce 618 data battle report. Suffocating Tang Poems and Song Poems in Three Volumes, the book sold nearly 10 million yuan.
According to people close to the Douyin book industry, the official data is just the tip of the iceberg. In fact, in the last 618 promotion, 8 of the top 10 books on Douyin were sold by Dongfang Selection. “The Complete Works of Harry Potter English-Chinese Version”, “DK Museum Encyclopedia”, “Three Volumes of Suffocating Tang Poems and Song Poems”, and “Ordinary World” each sold tens of thousands of copies. This information is also completely consistent with the 618 book sales TOP5 officially released by Douyin e-commerce.
It can be said that Dongfang Selection is not only profitable, but also quite effective in the sales performance of book e-commerce.
Behind the explosion of Oriental selection and recommendation books is the new trend of e-commerce book sales
How popular is Dongfang’s selection of recommended books, you can see the feedback from netizens with a casual search on Weibo.
“Dong Yuhui said that Su Dongpo was demoted three times in his life and could still face it calmly, which aroused my curiosity and bought a copy. … It was so good that I bought another copy by a ghost, don’t stop me, I have to pay for knowledge. “Inadvertently learn some English geography and history, and the most important point, you can choose the products with confidence, which greatly saves your time in screening.”
From the feelings of these ordinary consumers, we can actually see the advantages of Dongfang Selection in selling books on Douyin.
The most intuitive point is that people with knowledge can use live broadcasts to vividly and intuitively present the charm of knowledge. The anchors who used to be teachers moved the “New Oriental Classroom” into the live broadcast room, turning the live broadcast room into a podium. The rich knowledge structure, profound cultural literacy and goods are wrapped together, and the selling point has become a knowledge point. For example, when talking about “The Biography of Su Dongpo”, Dong Yuhui was alone in front of the camera, starting from the experience of Su Dongpo being demoted to Huangzhou at the age of 44, talking about his own growth experience, talking about Dongpo meat, and reading “Ding Fengbo” aloud. Netizens have fallen into the knowledge atmosphere he built. On that day, the book sold 24,000 copies.
In addition to short videos and live broadcasts, it is easier to present the texture of book content than a single shelf recommendation. Another very important point is that the books recommended in the live e-commerce scene have been carefully selected. Dongfang Selection and the publishing house directly communicate and cooperate to obtain suitable prices for specific books, so that consumers can also buy affordable .
Take the first book “DK Museum Encyclopedia” that was selected and sold as a “topic book” by the East as an example. In 2018, this book was translated and published in the original version edited and edited by the British DK Company by Science Popularization Press. 458 yuan. As can be seen from the widely circulated online videos, this book is a typical encyclopedia, with a high level of printing and production, with rich pictures and texts, and it is a suitable reading for children to learn popular science.
According to a report from China Business News, a Xiaohongshu netizen posted a screenshot of the book purchased a year ago. The price of Dangdang.com is 228 yuan, which is 49% off. The price of Oriental Selection is 148 yuan, which is about 3.2% off.
During the current non-e-commerce promotion, the self-operated price of this book in Dangdang search is 405 yuan, plus the discount of 100-50 yuan in the summer vacation season, the actual purchase price is 205 yuan, which is also higher than the price of the Dongfang selection live broadcast room .
The combination of oriental selection and live e-commerce has enabled e-commerce book sales to present a new development ecology, with high-quality “goods” reaching consumers with real value. Whether it is from the word “selection” in the name of the live broadcast room or the average degree of the team with a bachelor’s degree or above, it is revealed that Dongfang Selection hopes to create a high-quality, high-standard business transformation, which can provide consumers and the e-commerce books behind Selling the industry with far-reaching impact.
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