Under the impact of the epidemic, many physical bookstores in Europe are facing difficulties such as a sharp decline in turnover and the imminent rupture of capital chain. In this regard, multinational entity bookstores actively launched self-help and explored compound development, and the performance of some entity bookstores began to recover.
Book sales in France have returned to 96.7% before the outbreak in 2020, better than the 15% to 25% drop previously expected, according to a recent announcement by the French Bookstore trade union. More than 50 new physical bookstores opened in the UK and Ireland last year, and the number of independent bookstores in the UK will reach its peak in recent years in 2020, according to data released recently by the British Booksellers Association. In addition, in Germany and Austria, book sales have returned to 97.7% and 95.6% respectively in 2020. The analysis shows that the physical bookstores accelerate the “network touch” and transformation, and the online book sales grow against the trend, which promotes the recovery of the book industry as a whole.
Book sales accelerate to online
Statistics from the European Federation of publishers show that online book sales soared during the epidemic prevention and control period. In April last year, the book sales of many e-commerce platforms in France increased by 1-2 times over the same period of last year. For the first time, the online book sales of Italy exceeded the sales of physical bookstores in the same period. The sales of wh Smith bookstores in Britain decreased by 85% over the same period of last year, but the online sales increased by 400%.
According to an article published on the French book information and review website “Book News”, physical bookstores are highly dependent on space, and pay attention to book selection and reading experience in the store. However, under the influence of the epidemic, the passenger flow has decreased significantly, and even closed down. More and more consumers tend to buy books online.
Last summer, driven by the “unsealing” policy of European countries, the sales of physical bookstores showed signs of recovery. According to the data of the German Book Industry Association, with the reopening of bookstores last year, the sales of bookstores gradually recovered, especially the sales of children’s books increased by 3.6% in the first six months of last year. According to the French Ministry of culture, in the first week after the closure of the French city in May last year, people actively went to bookstores to buy books. Compared with the previous week, the turnover of French bookstores increased by 233%. From June to July, the turnover continued to grow, with a year-on-year growth of 22% and 13% respectively. During the first “closure” in the UK, Shuishi bookstore, the largest chain bookstore in the UK, provided online book purchasing and distribution services for the public. In the first week after the closure, its online sales increased by 400% year on year.
With the rebound of epidemic situation in Europe last winter, physical bookstores are facing another impact. In addition, in recent years, physical bookstores are also facing fierce competition from online bookstores, Amazon and other e-commerce giants. Under multiple pressures, some physical bookstores are struggling. It is worth noting that the impact of independent bookstores with relatively single business structure is more serious, and they are facing greater survival pressure. Independent bookstores are often operated by individuals or wholly-owned enterprises, which bear the dual competition from chain bookstores and e-commerce platforms. At the same time, the lack of commercialization and industrialization management experience also makes their competitiveness weak.
Bookstores have taken self-help measures
In the face of multiple challenges, many physical bookstores have achieved positive results by developing online business, using social networks to maintain interaction with readers, and cooperating with other bookstores.
In France, only 400 bookstores participated in the “Book + pick up” sales mode during the first “closure”, while it expanded to 1400 during the second “closure”. There are also bookstores offering “online ordering + paid door-to-door delivery” services, and offering preferential activities. Several independent bookstores and publishers in Italy also jointly launched the bookdealer e-book platform in August last year. More than 400 independent bookstores used online sales for the first time, with an average daily order of 120 in the first month, easing the operating pressure of some bookstores.
In addition to further improving book purchasing websites, some physical bookstores also make full use of social networks to actively interact with readers, promote new books, and provide online direct ordering services. For example, East leitford bookstore in England, which is mainly engaged in children’s book business, carries out live broadcast through social platform to read stories to readers. The bookstore also provides the service of recommending books by telephone, so that readers can consult the shop assistants online at home.
The physical bookstores, while saving themselves, also joined forces to deal with the crisis. For example, during the outbreak, online sales websites serving independent bookstores Bookshop.org Going online provides opportunities for many independent bookstores without e-commerce platform. There are also some well-known old bookstores asking for help from the society: Shakespeare’s bookstore on the Seine River in Paris sent out a letter of help online, and readers all over the world bought books through the Internet to support it. The daily online orders increased dozens of times compared with those before the epidemic.
Some physical bookstores use the New Year holiday to promote sales and provide exquisite packaging. The reporter noticed that when buying books in Shakespeare’s bookstore, not only can you get a seal of Shakespeare’s head for every book you buy, but also you can ask the clerk to pack them carefully as a special gift for your family or friends. According to the French Bookstore Union, book sales peaked on Christmas Eve last year, up 35% in December from 2019.
Compound operation may become the future trend
In the face of this new situation, physical bookstores should speed up the transformation of business mode, seek compound development, and provide more diversified services for readers.
“Physical bookstores are facing not only crises, but also opportunities. There is no doubt that in the future, online and offline integration will be the main trend, and it is imperative to accelerate the digital transformation of physical bookstores. ” According to Liane opperty, one of the founders of librest online book platform, who runs two bookstores in Paris.
In some countries, the popularity rate of sales websites of physical bookstores needs to be improved. In France, for example, although 85% of small businesses own websites, only 26% of them sell goods online. This phenomenon is particularly prominent in independent bookstores. The French government has previously announced that it will invest 385 million euro to help SMEs expand their e-commerce business and promote the process of online transformation.
In addition, many physical bookstores have exposed their shortcomings under the impact of the epidemic, so it is necessary to explore a comprehensive business model to give bookstores more forms and connotations. In November last year, Italy’s filtrinelli group opened its new bookstore in Piazza Piedmont in Milan. The new bookstore combines books with innovative technology and e-commerce platform to provide consumers with diverse and modern experience. In addition to the book sales area, the bookstore also designs different spaces for different purposes: Video virtual game experience area, children’s video space, coffee shop, cafeteria, etc. In addition, the bookstore has also opened up a multi-function hall for literary speeches, readers’ meetings and training courses.
Opperty pointed out that at present, most of the small and medium-sized bookstores mainly rely on books as their main business variety, lack other sources of income, and have poor risk resistance ability. In her view, the epidemic is still spreading around the world, and the government needs to provide more policy support for physical bookstores in addition to subsidies, for the hardware construction of compound bookstores, and for providing diversified services such as cultural innovation and book clubs.
Industry insiders believe that facing challenges, physical bookstores have accelerated the pace of transformation and upgrading, but this does not mean that online sales can completely replace physical bookstores. “Bookstores play a key role in promoting books and enhancing readers’ stickiness, and some experiences are not available online.” Guillaume Yusong, Secretary General of the Federation of independent bookstores of France, said that physical bookstores can expand the readership by exploring online forms, while optimizing offline space to provide more personalized services. The two complement each other. In the process of continuous adjustment and improvement, physical bookstores may develop in the direction of “less but better” in the future, and the operation ability and anti risk ability of bookstores will be further improved.
Post time: Jan-26-2021