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In 2014， main e-business companies in China seem to have taken the same action to increase their involvement in the publishing sector. Dangdang （当当网）， Amazon China and Tmall （天猫） held a publisher conference respectively earlier this year， and Tmall claimed it would provide publishers with a two-type business mode - retail and wholesale in 2014. 360buy （京东） promoted its POP platform and declared to launch book series under its own brand “360buy Publishing”. So a further collaboration between e-business enterprises and Chinese publishers is quite probable this year. Well， before that， we may ask， how much has been achieved so far and how much can we expect it to go forward？
E-business weakens the cultural meaning of books？
The cooperation with e-business enterprises has contributed to the annual sales volume of some Chinese publishers. For instance， Anhui Children's Publishing House， which collaborated with Tmall and other e-business enterprises， achieved a business performance of 17 million yuan in 2012， and the number broke 57 million in 2013. The 21st Century Publishing House set up its Tmall Century Kinka - 21st Century Publishing House flagship store online and made a profit of 1.2 million yuan from bookselling just on the mere day of the Double 11 shopping carnival （an annual promotion day on Nov 11 published by Tmall）.
Though many achievements have been made， maladies such as the fierce price battle among the e-business enterprises are unavoidable. According to Zhang Kewen， steep discount is quite a primary marketing method which disappoints the reading knowledge-based economy. He looks forward to a deep collaboration with e-business enterprises. However， it firstly must be implemented on the environment maintenance. He calls the upstream and downstream to jointly construct sound industry ecology， establish benign business rules and guide the reading atmosphere in order to avoid unordered competition. Yu Ming， general manager of Tmall Century Langxiang - 21st Century Publishing House flagship store is also prepared for danger to this problem and puts forward the difference of operation philosophy between e-business enterprises and publishers. Yu Ming says that in the ecological environment built by e-business enterprises， books are taken as pure commodity to be sold， while the publishers hope to treat reading more with a cultural vision. Furthermore， the establishment of local and city B2B mode and the establishment of membership cannot satisfy e-business enterprises. If possible， the deep collaboration between e-business enterprises and publishers can be carried out around the above-mentioned levels， which maybe create a new environment. The mode of Shiji Langxiang （世纪浪翔） relieves the exclusive cooperation agreement and entirely opens online selling to customize individualization product for the e-business enterprise and step out the first step of the deep collaboration. This mode is hopeful to be further promoted. Under the industry environment with great change， how to create new-type mutual beneficial relations and how can e-business enterprises respond？ According to Dangdang， it firstly lies in the selection mechanism under the supplier assessment， the establishment of transparent and fair page distribution and selection rules is the important basis of page view distribution and key product selection； for another example， it lies in introduction of department store， shopping center and supermarket rules， such as exclusive channel， national exclusive product， as well as the children and life books taken as the lead， the publishers cooperating with Dangdang launch special products； and Dangdang puts forward the limited discounting order and the limited sales promotion to avoid vicious competition. Li Guoqing also puts forward the commercial revolution of advance sale. In view of the distinctiveness of books as presswork， Dangdang launches the advance sale modes including “starting to produce after getting an order” and “the flexible supply chain” with the principle of “pre-subscription in advance， less buying and frequent ordering and producing according to sales”， etc.
The emerging open platforms
An industry insider analyzes that， in 2014， the books retail market of China will continue to transfer quickly from offline to online， and it’s probably that by the end of 2014， the online to offline ratio of the entire book retail market will be reversed.
With the readers’ age gap growing wider and the purchase channels becoming more diversified， it’s a good opportunity for publishers to establish a marketing channel of network platform. Shi Tao， vice-president and general manager of book business division of 360buy Group， says the positioning of 360buy book platform currently adopts the combination mode of proprietary trading and POP， which realizes a mutual complementation and infiltration. In 2014， 360buy will intensify the efforts to the development of POP. Like the promotion of the POP platform， the “third party platform” of Amazon China， the investment of Tmall and so on are also in full swing to start the deployment – e-commerce company’s turning from the closed platform to open platform has become a trend.
What are the new profit modes and cooperation experience that the promotion of open platform brings to the publishers？ Shi Tao said 360buy’s POP for books， for example， allowed the publishers to close the consumers in a more fully way， determining market expectation through pre-sale or annual subscription， and establishing core readers database through powerful data function of 360buy’s books platform， thus， the publishers’ information and promotion could quickly and directly reach the core consumer groups. While traditional dealers are facing with transition， the publishers need to establish their own sales system and sales platform. By virtue of the flagship stores on the platform， the publishers can realize the online and offline marketing resources integration through mobile client and each media platform to achieve the real link from marketing to selling. Publishers call for data sharing with e-commerce companies
Web traffic is one of the key factors for e-commerce companies’ success， and the abundant sales data brought by the traffic become the important resources. The publishers’ appeal to the e-commerce companies to provide more data has become another main form of their wishing to cooperate deeply with the E-commerce companies.
Zhang Xianlong， deputy director of market and circulation department of Tsinghua University Press， expresses that he wishes the e-commerce companies could provide more data support in marketing and sales analysis of products. Wan Bin， deputy manager of business department of Shandong Science and Technology Press， mentions that， they want PV （Page View）， UV （Unique Visitors） and other data， for example， by making a set of marketing to compare the traffic and sales， we can find whether the problem lies in the low traffic or the unattractive web page， thus getting corresponding solutions. Zhang Kewen expresses that perhaps the e-commerce companies shall turn their data advantage into service advantage， and tailor the data service， promotion service and brand service for the publishers， and cooperate with the publishers in a full way， and the benefit， influence and significance thus produced may be larger than those produced by lone operation. By virtue of the e-commerce page or backend， the publishers only see the sales status of their own products； however， more practitioners want to acquire multi-dimensional marketing information data， such as product， brand， industry and competitive store. Professional data analysis can help the publishers to interpret the market opportunities behind the data， and can even provide a decision-making guidance for the publishers’ business strategy through digging out the potential value of the data.
However， this kind of data information is almost listed as “trade secrets”， as the e-commerce companies won’t reveal to others easily. Moreover， to well manage the data and use it to serve operational decision is not easy. For e-commerce companies， the collection， integration and insight of data shall have professional and strict method system， and every search and every transaction are data. The results coming from the computer’s selection， organization and analysis are not only simple and objective conclusions， but can help companies to make operational decisions， guide and stimulate greater consumption power， which is the ability the e-commerce companies need to strengthen. Because of the monopoly advantage of “big data”， some e-commerce companies are ready to make a trial publication. Shi Tao says 360buy Books’ private brand is established on the data analysis of 360buy users， launching the books which are more suitable for the users through analysis of the data of users who once purchased books from 360buy and their purchase behaviors. When explaining the cooperation modes with publishers， he mentions that the books published by 360buy mainly depend on the cooperation with the publishers. Different from the cooperation mode with private organizations and publishers， 360buy is responsible for its private brand books’ earlier soliciting contributions， and the subsequent review， edition and check on processes are completed by publishers. In addition， 360buy has another cooperation mode to publish books， which is to participate in selection and planning of topic to be published and then have a full cooperation on the later marketing and promotion with the publishers.
Concerning this， Tian Guo， the media supervisor of Phoenix-Power Cultural Development Co. Ltd （北京凤凰壹力文化有限公司） promoted a possible cooperation model. The advantage of e-commerce companies lies in the information sources， readers’ reading tendency can be predicted through the collected extensive data， which is a good reference data for publishers. However， their disadvantage lies in lacking an entire publication team， so they can work with the publishers in editing， designing， typesetting， printing， marketing and other links. Worth considering.
E-business weakens the cultural meaning of books？
The cooperation with e-business enterprises has contributed to the annual sales volume of some Chinese publishers. For instance， Anhui Children's Publishing House， which collaborated with Tmall and other e-business enterprises， achieved a business performance of 17 million yuan in 2012， and the number broke 57 million in 2013. The 21st Century Publishing House set up its Tmall Century Kinka - 21st Century Publishing House flagship store online and made a profit of 1.2 million yuan from bookselling just on the mere day of the Double 11 shopping carnival （an annual promotion day on Nov 11 published by Tmall）.
Though many achievements have been made， maladies such as the fierce price battle among the e-business enterprises are unavoidable. According to Zhang Kewen， steep discount is quite a primary marketing method which disappoints the reading knowledge-based economy. He looks forward to a deep collaboration with e-business enterprises. However， it firstly must be implemented on the environment maintenance. He calls the upstream and downstream to jointly construct sound industry ecology， establish benign business rules and guide the reading atmosphere in order to avoid unordered competition. Yu Ming， general manager of Tmall Century Langxiang - 21st Century Publishing House flagship store is also prepared for danger to this problem and puts forward the difference of operation philosophy between e-business enterprises and publishers. Yu Ming says that in the ecological environment built by e-business enterprises， books are taken as pure commodity to be sold， while the publishers hope to treat reading more with a cultural vision. Furthermore， the establishment of local and city B2B mode and the establishment of membership cannot satisfy e-business enterprises. If possible， the deep collaboration between e-business enterprises and publishers can be carried out around the above-mentioned levels， which maybe create a new environment. The mode of Shiji Langxiang （世纪浪翔） relieves the exclusive cooperation agreement and entirely opens online selling to customize individualization product for the e-business enterprise and step out the first step of the deep collaboration. This mode is hopeful to be further promoted. Under the industry environment with great change， how to create new-type mutual beneficial relations and how can e-business enterprises respond？ According to Dangdang， it firstly lies in the selection mechanism under the supplier assessment， the establishment of transparent and fair page distribution and selection rules is the important basis of page view distribution and key product selection； for another example， it lies in introduction of department store， shopping center and supermarket rules， such as exclusive channel， national exclusive product， as well as the children and life books taken as the lead， the publishers cooperating with Dangdang launch special products； and Dangdang puts forward the limited discounting order and the limited sales promotion to avoid vicious competition. Li Guoqing also puts forward the commercial revolution of advance sale. In view of the distinctiveness of books as presswork， Dangdang launches the advance sale modes including “starting to produce after getting an order” and “the flexible supply chain” with the principle of “pre-subscription in advance， less buying and frequent ordering and producing according to sales”， etc.
The emerging open platforms
An industry insider analyzes that， in 2014， the books retail market of China will continue to transfer quickly from offline to online， and it’s probably that by the end of 2014， the online to offline ratio of the entire book retail market will be reversed.
With the readers’ age gap growing wider and the purchase channels becoming more diversified， it’s a good opportunity for publishers to establish a marketing channel of network platform. Shi Tao， vice-president and general manager of book business division of 360buy Group， says the positioning of 360buy book platform currently adopts the combination mode of proprietary trading and POP， which realizes a mutual complementation and infiltration. In 2014， 360buy will intensify the efforts to the development of POP. Like the promotion of the POP platform， the “third party platform” of Amazon China， the investment of Tmall and so on are also in full swing to start the deployment – e-commerce company’s turning from the closed platform to open platform has become a trend.
What are the new profit modes and cooperation experience that the promotion of open platform brings to the publishers？ Shi Tao said 360buy’s POP for books， for example， allowed the publishers to close the consumers in a more fully way， determining market expectation through pre-sale or annual subscription， and establishing core readers database through powerful data function of 360buy’s books platform， thus， the publishers’ information and promotion could quickly and directly reach the core consumer groups. While traditional dealers are facing with transition， the publishers need to establish their own sales system and sales platform. By virtue of the flagship stores on the platform， the publishers can realize the online and offline marketing resources integration through mobile client and each media platform to achieve the real link from marketing to selling. Publishers call for data sharing with e-commerce companies
Web traffic is one of the key factors for e-commerce companies’ success， and the abundant sales data brought by the traffic become the important resources. The publishers’ appeal to the e-commerce companies to provide more data has become another main form of their wishing to cooperate deeply with the E-commerce companies.
Zhang Xianlong， deputy director of market and circulation department of Tsinghua University Press， expresses that he wishes the e-commerce companies could provide more data support in marketing and sales analysis of products. Wan Bin， deputy manager of business department of Shandong Science and Technology Press， mentions that， they want PV （Page View）， UV （Unique Visitors） and other data， for example， by making a set of marketing to compare the traffic and sales， we can find whether the problem lies in the low traffic or the unattractive web page， thus getting corresponding solutions. Zhang Kewen expresses that perhaps the e-commerce companies shall turn their data advantage into service advantage， and tailor the data service， promotion service and brand service for the publishers， and cooperate with the publishers in a full way， and the benefit， influence and significance thus produced may be larger than those produced by lone operation. By virtue of the e-commerce page or backend， the publishers only see the sales status of their own products； however， more practitioners want to acquire multi-dimensional marketing information data， such as product， brand， industry and competitive store. Professional data analysis can help the publishers to interpret the market opportunities behind the data， and can even provide a decision-making guidance for the publishers’ business strategy through digging out the potential value of the data.
However， this kind of data information is almost listed as “trade secrets”， as the e-commerce companies won’t reveal to others easily. Moreover， to well manage the data and use it to serve operational decision is not easy. For e-commerce companies， the collection， integration and insight of data shall have professional and strict method system， and every search and every transaction are data. The results coming from the computer’s selection， organization and analysis are not only simple and objective conclusions， but can help companies to make operational decisions， guide and stimulate greater consumption power， which is the ability the e-commerce companies need to strengthen. Because of the monopoly advantage of “big data”， some e-commerce companies are ready to make a trial publication. Shi Tao says 360buy Books’ private brand is established on the data analysis of 360buy users， launching the books which are more suitable for the users through analysis of the data of users who once purchased books from 360buy and their purchase behaviors. When explaining the cooperation modes with publishers， he mentions that the books published by 360buy mainly depend on the cooperation with the publishers. Different from the cooperation mode with private organizations and publishers， 360buy is responsible for its private brand books’ earlier soliciting contributions， and the subsequent review， edition and check on processes are completed by publishers. In addition， 360buy has another cooperation mode to publish books， which is to participate in selection and planning of topic to be published and then have a full cooperation on the later marketing and promotion with the publishers.
Concerning this， Tian Guo， the media supervisor of Phoenix-Power Cultural Development Co. Ltd （北京凤凰壹力文化有限公司） promoted a possible cooperation model. The advantage of e-commerce companies lies in the information sources， readers’ reading tendency can be predicted through the collected extensive data， which is a good reference data for publishers. However， their disadvantage lies in lacking an entire publication team， so they can work with the publishers in editing， designing， typesetting， printing， marketing and other links. Worth considering.