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实体书店不赚钱? 蓄势求变局
作者:林琳 苏韵桦    发布日期:2020-09-27    来源:广州日报
 

JIAZHANGDAIZHEHAIZIZAISHUDIANNEITIAOXUANSHUJI。

SHUDIANSHOUMAIJINGMEIDEWENCHUANGCHANPIN。

SHUDIANYIJIAO。

2019NIANSHANGBANNIAN,TUSHULINGSHOUSHICHANGTONGBISHANGSHENG10.82%,DANSHITISHUDIANRENGRANCHENGFUZENGZHANGTAISHI,TONGBIXIAJIANG11.72%。2020NIAN,TURUQILAIDEXINGUANFEIYANYIQINGLINGSHITISHUDIANSHOUDAOZHONGCHUANG,ZHONGHUI2015NIANQIANDEXINGYEDIGUQI,BUFENSHUDIANKUISUNCANZHONG。YUCITONGSHI,WANGHONGSHUDIANHENGKONGCHUSHI,YONGYANZHIHEYINGXIAOXIYINYANQIU,HUODELIULIANG、DAQIANGFENGTOUDETONGSHI,DONGYAOLESHITISHUDIANDEDINGYI。CHUANTONGSHITISHUDIANSIHUQIANJINGKANYOU。RANER,WULUNSHIXUSHIQIUBIAN,HAISHIYINGNANERBIAN,GUANGZHOUDESHITISHUDIANBINGMEIYOUTINGXIATANSUO、KAITUODEJIAOBU。“SHUDIANWEILAIHAIYOUGENGDUOKENENGXING。”YIMINGSHITISHUDIANCHUANGSHIRENXINXINMANMANDIBIAOSHI,WEILAIXINGYEHUIYOUGENGDUOCHUANGXIN,FENCHUGENGDUODEZOUXIANG。

GUSHIYI

GUANGMAISHUNENGZHUANQIANMA?HENNAN!

XUEERYOUZUOWEIGUANGZHOUYIJIA20YUNIANJIANCHIZOUXUESHULUXIANDESHUDIAN,YIZHISHIBUSHAOSHUDIANRENXINZHONGJINGYANGDEDUIXIANG。RANER,XINGYEFAZHANDAILAIDETIAOZHAN,YIQINGDAOLAICHANSHENGDEWEIJIGAN,LINGCHUANGBANRENCHENDINGFANGXIADING“BIAN”DEJUEXIN。

“2004NIAN—2014NIAN,SHITISHUDIANYIZHICHUYUDIMIDEZHUANGTAI,2015NIAN—2018NIAN,XINGYEHUANMANCONGDIBUWANGSHANGTAN,MEIXIANGDAOZAOYUCUOSHOUBUJIDEYIQING,HUIDAOBIZHIQIANGENGDIDEDIGUZHONG。”

HUIYIQI2020NIANSHANGBANNIANDEYUNYINGQINGKUANG,TABUYOUTANXI。

2020NIAN1YUE—2YUE,XUEERYOUJIBENMEIYOUYINGYE,DAOLE3YUE,KAOLVDAOYAOCHENGDANSHUDIANDEGUDINGCHENGBEN,CHENDINGFANGJUEDINGYAOZAIZUNXUNYIQINGFANGKONGYAOQIUDEQIANTIXIAHUIFUYINGYE。RANER,MENKELUOQUE,YITIANMAICHUJIBAIYUAN、JISHIYUANBIANCHENGCHANGTAI。“SHITISHUDIANKENENGZAIHUIBUDAOGUOQUDEZHUANGKUANGLE。”JINGLILEJIGEYUEDENULI,TAYOUXIESHILUO。8YUECHUHEDUOJIASHUDIANYIQICANJIACHUBANXINGYEDEHUIYISHI,DAJIAFAXIAN3YUEDEYINGYEQINGKUANGDAGAISHIWANGNIANTONGQIDE30%ZUOYOU,7YUEFENSHI60%ZUOYOU。

YUCITONGSHI,XUEERYOUHAIMIANLINGAIZAOSHANGDENANTI——ZHONGSHANDAXUEFUJINDEZONGDIANCHUXIANPOJIU、LOUYUDEXIANXIANG。CHUNJIEQIAN,CHENDINGFANGQIANXIALEZHUANGXIUSHEJIHETONG,ZHIFULEDIYIBISHEJIFEI。RUJINJINGYINGYULENG,QIANTUWEIMING,TABUDEBUMANGZHEJIEJUEHEYUEWENTI,BAZHUANGXIUJIHUAGAIWEIXIUBU、YOUHUA。

“HENDUORENWENWO,GUANGMAISHU,NENGZHUANQIANMA?”

CHENDINGFANGTANYAN“HENNAN”。20SHIJI90NIANDAI,XUEERYOUWENHUAQIXIAYOUPIFALINGSHOUDEHUOHUTIYUSHOUJIBANGUANWANG,JIASHANGJINZHUJICHANG,ZANXIAYIBIZIJIN,DANZIJINYOUBEITOURUDAOXINMENDIAN。ZUIGAOFENGDESHIHOU,XUEERYOUYONGYOU30DUOJIADIAN、270DUOGEYUANGONG。2004NIAN,YINWEIKUISUNYANZHONG,XUEERYOULUXUGUANDIAN。“DANGSHIXIANSHENGDEGONGJIJIN、GONGZIDOUTOUJINQULE。”TASHUO。SUIZHEMANMANSHOUSUOZHANXIAN、SUOJIANYUANGONG,XUEERYOUBAOLIULE3JIADIAN、ERSANSHIMINGYUANGONG。“YIQINGQIAN,XUEERYOUDAGAINENGDADAOSHOUZHIPINGHENG。”CHENDINGFANGSHUO,“XIANZAIZHEIZHONGPINGHENGBEIDAPOLE。”

GUSHIER

WOMENDINGDUOSHIHONGDESHUDIAN,DANBUSHIWANGHONGSHUDIAN

“WOMENDINGDUOSHIHONGDESHUDIAN,DANBUSHIWANGHONGSHUDIAN。”1200SHUDIANZHANGDUORENLIUERXIRUCISHUODAO。YIQINGQIJIAN,1200SHUDIANBEITUIDAOFENGKOULANGJIAN,YISHIYINWEILIUERXIDE“MAICANZIJIU”YINFALEGEZHONGFANYING。LIUERXIJIESHOUBENBAOJIZHEZHUANFANGSHIBIAOSHI:“BENLAIYUJIKEYICHOUDAO10WANYUANZUOYOU,JIEGUOYIWAICHOUDAOJISHIWANYUAN,WOMENZHIDAOZHEIYICINENGCHENGXIAQULE。”MIANDUIZHIYI,TATANRANCHENG:“ZHEISHIKEYONGYUXIAOFEIDEJINE,BUSHIJUANKUAN,SHIWOMENYIZHIYILAIZHANGQIJUBANMEIYOUHUIBAODEHUODONGERZANXIADEFENSIJIWOMENDEBANGZHU。”

LINGYIGEYUANYINSHIZHONGXINDIANZUIZHONGHAISHIGUANBILE。“YIQINGZHISHIYADAOTADEZUIHOUYIGENDAOCAO。”

LIUERXIBIAOSHI,2YUE-4YUE,ZHONGXINDIANDEYINGYEEBUDAOWANGNIANTONGQIDE20%,5YUEGUANBIGAIDIANYUZHENGGESHITISHUDIANXINGYESUOCHUDEHUANJINGYOUGUAN,YEYU1200ZHENGTIYUNYINGGUIHUAYOUGUAN。

YIMING1200DEFENSIGAOSUJIZHE,ZHONGXINDIANSUOCHUDESHANGQUANYU1200DEGEDIAOQISHIBINGBUTAIQIHE,ZIJISHITIYUDONGZONGDIANDECHANGKE,CONGLAIMEIYOUQUGUOZHONGXINDIAN:“WODAORENWEI1200JIZHONGJINGLIDAOZONGDIANSHANGSHIYIGEFUHESHANGYEGUILVDEZUOFA,YOUQISHIQUNIANTAMENBATIYUDONGDIANTUOKUANYIBEIHOU,DUSHUDEFENWEIGENGHAOLE,GENGSHUSHILE。”

“WOXIANZAIBAZHONGXINZHUANXIANGXINDIANDEYUNYINGLE。”

LIUERXITOULU,XINDIANKAIZAILIWANHUNEI,MIANJIDADAO1100DUOPINGFANGMI,SHIJIEHESHUDIANHEQINGNIANLVSHEDEZONGHETI,YOUSHANGBAIGECHUANGWEI,JIANGPEIZHIGEZHONGYANCHUHEHUODONG,CHENGWEIYIGEFUHEXINGDESHEQUN。TAZHENGZAIKAOLVSHIYANXU1200PINPAIHAISHIZHONGXINSHELIYIGEZIPINPAI。

SUIRANBUQUEDINGJINGYINGZHEIGEZONGHETINENGYOUDUOGAODEHUIBAOLV,DANLIUERXICHENGQINGNIANLVSHEDEYINGLIKONGJIANKENDINGDAYUXIAOSHOUSHUBENHEWENCHUANGCHANPIN:“SHUDIANBENLAIJIUBUSHIYIGEZHUANQIANDEHUO,DANSHIKAISHUDIAN、KAIQINGLV,BUDOUSHINIANQINGSHIHOUDEMENGXIANGMA?DENGBAZHEIXIEMENGXIANGQUANSHIXIANLE,WOZAIQUXIANGZENMECAINENGZHUANGENGDUODEQIAN。”“SHUDIANTIANSHENGJIUCHENGDANLEYIDINGDESHEHUIZEREN,DANSHISHUDIANBUSHITUSHUGUAN,DAZHONGBUNENGYINWEISHUHUOZHESHUDIANSHIWENHUAZAITI,JIUHULVELETATONGSHIYESHISHANGPINDESHUXING。”

LIUERXICHENG,SHUDIANYUELAIYUEDAZHONGHUA,RANGGENGDUORENKEYICHUJISHUBEN,MEIYIJIANSHUDIANDOUYOUZIJIDEDINGWEI,ZHEIWUKEHOUFEI,JISHISHIWANGHONGSHUDIAN,YEYOUTAMENCUNZAIDEJIAZHI,SHIHEMOUBUFENDERENQUN。TASHUO,SHUDIANKEYILINGRENMENDUIYIGECHENGSHICHANSHENGYILAI,CHANSHENGQINGGAN,GENGAIYIGECHENGSHI,“XIWANGRENMENNENGDUISHUDIANGENGJIAKUANRONG。”

GUSHISAN

TONGGUOSHULEJIEYONGHUDESHENGHUOSUOXU、XINGQUSUOZAI

YIQINGZHIXIA,TANGNINGSHUDIANZAIGUANGZHOUHESHENZHENGEXINKAILEYIJIAMENDIAN,MENDIANZENGZHI4JIA。ZAITANGNINGCHUANGSHIRENLUNINGXINKANLAI,PINGWENDUGUOSHITILINGSHOUXINGYEYULENGDEJIEDUAN,DEYIYUTANGNING5NIANQIANKAISHIDEZHUANXING——DANGSHI,GUANGYUETIANDIFENDIANKAIYE,TAFAXIANKEQUNCHANSHENGBIANHUA,ZHUYAOKEHUBIANCHENGLEHAIZIHEJIAZHANG,TADANGJILIDUAN,BATANGNINGWANGSHEQUSHUDIANFANGXIANGDIAOZHENG,SHUDIANDEDINGWEIYEBIANCHENGLEYUSHEQUGONGSHENGGONGZHANG。ZAIDIAOZHENGCHANPIN、KONGJIANBUJUDENGDETONGSHI,TARENWEISHUDIANBUYINGZAIZHIYIMAISHUWEISHENG:“SHUDIANRENYINGGAITONGGUOSHUGENGHAODILEJIEYONGHUDESHENGHUOSUOXU、XINGQUSUOZAI,CONGERZUZHIHUODONGHESHANGPIN,CHANSHENGHEGUKEZHIJIANXINDELIANJIE,CHUANGZAOYIZHONGXINDEJIATINGGONGCHUFANGSHI。”

ZAITANGNING,JIZHEKEYIKANDAO,ZHUANMENWEIERTONGDAZAODEQUYUZHANJULEJIEJINYIBANDEKONGJIAN,XUDUOSHENCHUANXIAOFUDEZHONGXIAOXUESHENGZAIZIJIXIAIDESHUJUQIANJINGZUO,YEYOUYOUERZAIZHUANMENDEYOUXIHUODONGQUWANSHUA。LUNINGXINGAOSUJIZHE,XIANXIAHUODONGMUQIANYICHENGZHUYINGYEWUZHIYI,2019NIAN,JINSHIGUANGYUETIANDIDIANJIUJUBANLE180CHANGHUODONG,QIZHONGBAOKUOJIMUHUODONGKE、SHOUJISHEYINGBANDENG,MIANDUIQINZIHUONIANQINGREN。MEICHANGHUODONGBUCHAOGUO30REN,PINGJUNMEICHANGSHOUFEIWEI30YUAN—80YUAN/RENBUDENG,YOUSHIHOUFEIYONGHAIBAOKUOYIBEIYINPIN。“HENDUOJIAZHANGZHANGQIGUANZHUWOMENDEHUODONG,QINZILEIDEHUODONGZUISHOUHUANYING。”

LUNINGXINSHUO。

DUIYUTANGNINGLAISHUO,JUBANHUODONGSHIWEILETONGGUOZHANGSHIJIANDESHENGENGYUSHEQUXINGCHENGGENGQIHEDEGUANXI。“BUTONGSHIDAIDESHUDIAN,DINGYIYIZHIBUYIYANG。”

LUNINGXINRENWEI,BUNENGYONGJINGZHIDEYANGUANGKANDAISHUDIAN。“DANGYIGECHENGSHILICHUXIANYUELAIYUEDUODESHUDIAN,SHIHAOSHI,DANRUGUOBUYIJINGYINGSHUDIANWEIMUDE,ZHISHIZUOBIAOMIANWENZHANG,NEIJIULANGFEILEZIYUAN。”TARENWEI,SHUDIANRUGUOGUOFENZHUIQIUPIAOLIANG,KENENGWEIBEILEBENYI:“BIRUYOUDEDASHUQIANGGAODAOTIANHUABAN,SHIJUEXIAOGUOHENQIANG,DANWOGERENJUEDEBEILILERENYUSHUZHIJIANDEGUANXI——RENGENBENWUFAGOUDEZHESHU,YOUDESHENZHIHAIYONGJIASHULAICHONGSHU,WANGJILESHUDIANYINGYOUSUOJIANCHI。”

BUGUOLUNINGXINJIANXIN“DUZHEHUIZIZHUSHAIXUAN”。

GUANDIAN

WEILAIDETUSHUMAICHANGJIANGBUZAIYITUSHUWEIZHU

YIJIALIANSUOSHITISHUDIANDEDIANZHANGBIAOSHI,ZAISHOUYIQINGYINGXIANGDEJIGEYUELI,SUOYOUYUANGONGZHINENGNADAOYIBANDEGONGZI,DANYINWEIJIGELAOBANZHINA20%DEGONGZI,DAJIADOUBUGANBAOYUAN。YINCI,DIANLIBUSHAOCAILAILEYILIANGNIANDEYUANGONGFENFENCIZHI。“FANDAOSHILAOYUANGONGDUISHUDIANGENGYOUGANQING,DOULIUXIALAI,XIANGYIQIKANGXIAQU。”DIANZHANGSHUO,DAJIADOUZAIZHAOQUDAO、ZUOHUODONG,YIQINGFANDAORANGDAJIAQIXINBAOTUAN。

XUEERYOUYEZAICHANGSHIZHONGXINZHAODAOPINGHENG。CHENDINGFANGZUIJINCHANGSHIZHIBODAIHUO。“YIQIANWOMENYIZHIJUEDEZIJIBUSHIWANGHONGSHUDIAN,YINGGAIYINEIRONGQUSHENG,XIANZAIWOMENGAIBIANLESILU。”CHENDINGFANGXIAOCHENGDIYICHANGZHIBOQINZISHANGZHEN,HUODELEWULIUQIANRENCIDEGUANKANLIANGHEBAJIUQIANCIDEHUIKANLIANG,“JINGUANMEIYOUJIXIAOSHOUDAILAIDUODADEBANGZHU,QIMARANGDAZHONGZHIDAOWOMENHAIZAIJIANCHI,ERQIETACHULEYIZHIBUGANHUOBUYUANTACHUDEYIBU。”

8YUE,DIYICHANGGUANYUXIQUYANJIUDEJIANGZUOZAIXUEERYOUZHIBO,YIWAIHUODELE12WANRENCIDELIULIANG。“TANBAISHUO,WOBINGMEIYOUHENQINGXIDEYINGLIMOSHI。”CHENDINGFANGSHUO,TAZHISHIZAIJIANCHIDINGWEIHEJIAZHIGUANSHANGJINXINGTANSUO:“JIANGZUOHAIHUIJIXU,JIANGZUOSHOUFEI、CHUBANJIANGZUOCHENGGUOYEHUICHANGSHI,HAIYAOZAIWENCHUANGSHANGDUOHUAYIDIANLIQI,ZONGZHIYAOYINGNANERBIANHUOXIAQU。”

LUNINGXINGUANCHADAO,YINGLIDESHITISHUDIAN,DADUOSHUDOUSHIFUHEXINGJINGYING,ZHISHIBUTONGYEWUDEBIZHONGBUTONGYIJISHUDIANBEIHOUDESHUXINGBUTONG,YINCICHENGXIANCHULAIDEYETAIYOUXIEBUTONG,ERTARENWEIZHEIJINJINZHISHIKAISHI,WEILAIBUTONGSHUDIANZHIJIANDEQUBIEHUIYUELAIYUEMINGXIAN。

TANGNINGRUHEDINGWEIZIJI?“WOMENCHANGSHIRANGGEJIADIANYOUBUTONGCHANGJING,JIARUJUCHANG、LEQI、CHASHIDENG,FUYUGENGFENGFUDEXINGSHIHENEIHAN。”

TAJIHUABATANGNINGDEIPYONGYUGENGDUONEIRONGHESHANGPINSHANG,JIANGSHUDIANDANGZUOKONGJIANYUNYINGDETONGSHIKAIFAZIYOUSHANGPIN。

“SHITISHUDIANDESHUJIXIAOSHOUSHOURUCHIXUWEISUO,BIRANDAOZHIDANYIDESHITISHUDIANBUZAIYOUCHENGZHANGKONGJIAN。ZHIYOUBASHUDIANGAIWEIDUOYUANHUAJINGYINGDEKONGJIAN,JIASHANGXUDUOQITADEYUANSU,CAIYOUKENENGZHUANXINGCHENGGONG。”BEIJINGDAXUEWENHUAYANJIUYUANJIAOSHOUCHENSHAOFENGBIAOSHI,WEILAIDETUSHUMAICHANGJIANGBUZAIYITUSHUWEIZHU,YETAIHEZHUYINGYEWUDOUJIANGGAIBIAN,ERDUIYUSHITISHUDIANLAISHUO,YAOTANSUODESHIDAODIXUNZHAOSHENMEYANGDEYUANSUCAINENGGENYUANLAIDEYETAIQIHE、RONGHE,ERBUSHIJIANDANDE1+1=2。(WEN/JIZHELINLIN TU/JIZHESUYUNHUA)

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