你有多久，没去过新华书店了？ | 本周GT主打

发表于 2016-8-27 19:39

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你有多久，没去过新华书店了？ | 本周GT主打

2016-08-27Chloe Sun

环球时报英文版

周六，主页君为喜欢英文阅读的你，送上Global Times新鲜出炉的长篇报道！

对于新华书店的记忆，许多人还停留在买教辅书、买各类备考资料、年底想办法花光单位发的购书卡上。如今，在无数线下创意书店和线上廉价网店的冲击下，这个出身“高贵”的国营企业也在艰难地做出转型。

这是一条怎样艰难的道路？听记者Chloe Sun道来——

明年，中国最大的国有连锁书店“新华书店”就要庆祝它80岁的生日了。

眼下，网络购书愈加便捷、电子阅读劲头正猛，新华书店这块老招牌，要如何乘风破浪，赢得读者的喜爱呢？

本周GT主打

还记得吗？其实也不过是五六年前的事，国内书店关门的消息一浪接一浪。不管是国营的还是私营的，都在营收不足的压力下纷纷歇业。

不过，这两年似乎情况不同了，我们的视野中出现了越来越多的新型书店。它们装修别致，不再局限于卖书这一个功能，顾客们可以在这里可以享用咖啡茶点，可以选购文创产品，还可以听听讲座、看看演出。

在上海有钟书阁、衡山•和集，杭州有晓风书屋，南京有先锋书店，还有全国连锁的言几又、猫的天空之城，这些民营书店的确引领了一股新的风潮，像磁铁一般吸引着人们在这里驻足、徜徉。

▲猫的天空之城概念书店

作为全国书店业的老大哥，国字号的新华书店面对这股新风潮，不打算做一个旁观者。上海书展期间，全国各地的新华书店公司负责人来到上海，与民营书店老板一起参加了中国实体书店创新发展年会，探讨老品牌如何焕发新生机。

向优秀的民营书店学习，尝试多样化经营、提高服务质量，已经成为大家的共识之一。由88家新华书店转制组成的黑龙江图书音像发行集团，2014年探索性地开办了果戈里书店，将书店和舞台演出相结合，通过一系列由经典文学作品改编的演出吸引了众多读者。今年上半年，果戈里书店营收比去年同期增长了100.88%。

▲果戈里书店大堂

与此同时，书店经营者也看到了大城市之外的潜在市场。三四线城市甚至是乡镇区域，如果经营方式转变，也可以社会和经济效益同步增长。

浙江省实施的“小连锁”模式，在乡镇鼓励有兴趣的个人成立小书店，直接联网杭州新华书店的库房，将需要的书直接送到顾客家门口，从2009年至今也收获了好评。到去年年底，浙江省共有405家这样的小书店，年营收1.05亿元。

不过，摆在新华书店面前的挑战也有很多，比如如何系统转型、更新服务理念、改革人员配置、以及一些已上市的公司如何处理股东利益与企业社会责任之间的关系。

Transformation of China’s largest State-owned bookstore chain is painful but promising

The year of 2017 will mark the 80th anniversary of Xinhua Bookstore, the country's largest State-owned, nationwide bookstore chain, which was founded in Yan'an under leadership of the Communist Party of China.

Driven by booming online book sales and popular privately owned bookstores across the country, Xinhua Bookstore is also going through an unprecedented reform now.

Only five or six years ago, Shanghai citizens were accustomed to frequent news that one after another, the city's bookstores, no matter State-owned or privately owned, were closing because of a lack of customers. This was mainly attributed to the rise of reading on electronic devices.

However, just in the past few years, a number of new types of bookstores, mostly privately owned, have appeared in Shanghai and many other large cities across the country, and they're altering people's perspectives on bookshops through striking interior design, warm and comprehensive food and beverage services, and innovative shopping choices, as well as diverse cultural programs.

Taking a quick peek into the Shanghai Book Fair (SBF), which ends this week, people may see a number of popular bookstores from Shanghai, Jiangsu and Zhejiang provinces showcasing their features.

For instance, Xiaofeng Book House from Hangzhou has furnished its booth into a traditional Chinese-style household with carved wooden frames, and besides books, the store offers a variety of products such as bookmarks and refrigerator magnets, as well as bags bearing images from paintings by Chinese essayist and cartoonist Feng Zikai.

Since 2012, the Shanghai Book Fair has been setting up specific areas for these bookstores, alongside booths for publishing houses.

And together with Shanghai Municipal Press and Publication Bureau, it has held three annual meetings for bookstore owners hailing from around the country since 2014.

Last Thursday, 31 managers of major publishing groups and 51 directors of major bookstores in the country gathered at the third annual meeting, titled China Physical Bookstore Innovation & Development Conference.

Apart from a small number of privately owned bookstores, most of the attendees came from State-owned companies.

Largest State-owned bookstore

Xinhua Bookstore is the country's largest State-owned bookstore chain. The history of the company dates back to 1937, and today its branches can be seen in every province on the Chinese mainland. Moreover, its brand is now shared among different State-owned media and publishing groups.

In Shanghai, Xinhua Media Co., Ltd. is the only owner of Xinhua bookstores and has roughly 150 bookstores under its wing, including both large-scale Shanghai Bookstores and also small- and medium-sized Xinhua bookstores.

Xinhua Bookstore is also currently going through reforms so that it can survive during the transformation of the brick-and-mortar bookstore industry nationwide.

The latest stimulus comes from a guideline co-released on June 16 by the Publicity Department of the CPC Central Committee with the Ministry of Culture, Ministry of Finance and eight other State departments, which will support physical bookstores with preferential taxation and policies.

"As a time-honored bookstore brand, Xinhua Bookstore has a glorious history, now faced with new changing conditions in the book market, it's become a new subject for us to maintain the prestige of our brand and to achieve further sustainable development through innovation,"said Wang Yanbin, head of the Department of Printing and Distribution from the State Administration of Press, Publication, Radio, Film and Television, which initiated the annual meeting.

Last year, Xinhua bookstores across the country earned revenue of 113.4 billion yuan ($17.06 billion), accounting for 34.6 percent of all the bookstores in China and achieving an 8 percent increase from 2014.

Super bookstores

It's been a consensus in the bookstore business that a good bookstore will not only sell books but also offer other services that can attract people to physically go and spend time there.

Right now in Shanghai, citizens have a handful of choices. There are The Mix Place on Hengshan Road, Upper Bookstore on Harbin Road, Yan Ji You bookstore on Tianshan Road, Old China Handing Reading Room on Shaoxing Road, as well as the newly opened Zhongshu Bookstore near Jing'an Temple.

All of them are run by private owners, but the owners of Xinhua Bookstore have seen the possibility of learning from their rival competition.

In 2014, the Heilongjiang Book Audio and Video Publishing Group, formed by 88 Xinhua bookstores in 1996, set up a new shop, the Gogol Bookstore in Harbin, capital of Heilongjiang Province.

It innovatively combines theater into its shop and regularly holds concerts and dance shows adapted from classic literature. It has become a cultural landmark. In the first half of the year, the revenue of the bookstore surged 100.88 percent year-on-year.

"In the past two years, we have been learning from the success of Gogol Bookstore and how to apply its method to Xinhua bookstores in our province,"said Zhang Shengchen, deputy manager of Heilongjiang Book Audio and Video Publishing Group.

Currently, major Xinhua bookstores in nine cities have improved and expanded their services, which has proved rewarding, as some of them have doubled and even tripled their revenue.

Blue sea in suburbs, small towns

The success of bookstores in cities in Heilongjiang Province also has led more and more booksellers to smell the opportunities in medium or small cities, or even in towns and villages.

Last year, the revenue of bookstores in top-tier cities increased 5.8 percent, far outnumbering the nationwide average growth of 0.3 percent.

But Peng Weiguo, the deputy director of the Shanghai Municipal Press and Publication Bureau, told the Global Times that beyond the downtown areas of big cities, there are huge potentials for readership.

Peng cited what he has seen in small towns of Zhejiang Province as an example.

Zhejiang Xinhua Bookstore Group Co., Ltd. started to cooperate with individuals in the township in 2009 to set up stations where the owners could buy books from Xinhua bookstores in big cities for their own customers; then, they could deliver the books to individual customers' homes.

According to Peng, he encountered a couple who owns such a book station in a town of Shaoxing, and the couple can easily make hundreds of thousands of yuan per year.

By the end of last year, Zhejiang had 405 such stations, which garnered 105 million yuan in total for one year.

"The critical problem for Xinhua Bookstore is how to reform its system. Currently, in downtown Shanghai, we have a good number of comprehensive bookstores, but in the newly built communities and in some suburbs, we still can do a lot," Peng said.

"There is great potential to open bookstores with its own features on campus, residential compounds and community of white-collar workers," Peng added.

原文/文案：Chloe Sun
图：Yang Hui、网络

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