The group "Buying books is like falling down, reading like spinning" has a history of 17 years and is one of the groups with the longest history on Douban. It was founded on June 28, 2005. This group has 630,000 members, and everyone calls themselves "nerds". The content of the group is only related to books-only about buying books and collecting books.
In the group "Buying books is like a mountain, reading is like spinning" In the past, many netizens traded second-hand books with each other, but now the most common topic has become "spelling books": looking for netizens to join a group "The Long Rest of Life", "Book of the Dead", "China Ancient Clothing Research" and "Life in the Sea"; some people are asking for help "How to use the super flash coupons", and some people post "500 minus 100 coupons, urgently needed"... This reading group of 630,000 people has already set up Thousands of floors spell book tall buildings.
In the era of new e-commerce, it is a natural habit for readers to buy and share books. The "Duo Duo Book Month" captured various reading groups on Douban, most of which are the content of coupons and group purchases spontaneously requested by netizens. In August and September of the past two years, various reading groups on Douban have regularly become Pinduoduo reading groups.
A netizen lamented, "After all, I still haven't escaped the reading month activities."
A netizen reported that he bought more than 30 books by Stephen King during the Duoduo Reading Month last year, and then vowed not to buy any more books within a year. Unfortunately, he couldn’t hold back. This year, during the Duoduo Reading Month, he bought Keigo Higashino’s "After School" After" and "The Devotion of Suspect X", bought the Naples Quartet, Wang Xiaobo's Time Trilogy and Stephen King's "It", "Back of Bones", "After Sunset".
In addition to Douban, more and more girls are sharing their book-buying experience during the reading month on Xiaohongshu. Someone posted a post saying, "I finally fell into the pit", escaped a wave or two, and finally fell into the pit of Pinduoduo.
Someone bought six books for 78 yuan: "Social Psychology" 24.9 yuan, "Winter Pasture" 9.9 yuan, "Yesterday's World" 9.2 yuan, "A Room of One's Own" 10.2 yuan, and "Karamazov" The two volumes of "Brothers" only cost 23.8 yuan. While sharing the shopping results, this netizen did not forget to remind everyone: first of all, don’t buy it just because it is cheap/discounted, but only if you are really interested in the content of the book; secondly, even if you are interested in the book If you are interested, you can also read some of them in bookstores and libraries before considering whether it is worth buying home; finally, if you want to buy foreign literature, publishers and translators are very important. It is recommended to read more reviews from everyone before making a choice.
Reading is always a joy. The popularity of Pinshu on Douban and book buying experience on Xiaohongshu may also be due to the fact that the books released by Pinduoduo’s reading month are all really cheap, and also because the platform also subsidizes a lot, which is indeed a classic. The good book of the book——The Commercial Press, a publishing house with an excellent reputation in the publishing industry, has achieved a lot in this year's reading month.
The official flagship store of the Commercial Press has 27,000 fans. Mr. Shen Congwen's "Research on Ancient Chinese Costumes" has 8,391 copies, Mr. Qian Mu's "Outline of National History" has 8,760 copies, and Nietzsche's "Twilight of Idols" has 3,283 copies. In addition, many academic books published by the Commercial Press are purchased in groups of thousands or thousands. The best-selling of these academic classics published by the Commercial Press shows that the classics will last forever, and it also shows that Pinduoduo shoppers are not like the media reported that they read less. Judging from the data published by publishers and booksellers, the book buyers of Duoduo Book Month include both college students and academic professors and lecturers, as well as Internet practitioners, foreign companies, lawyers, accountants from Beijing, Shanghai, Guangzhou and Shenzhen, and some from county towns. mother.
A friend said that in the past, everyone liked to look at Pinduoduo with prejudice. As everyone knows, Pinduoduo has become more and more popular among the public. One hundred years of loneliness, some people downloaded Pinduoduo through the tens of billions of subsidies for digital 3C products, some people got to know Pinduoduo through agriculture, and some became loyal users of Pinduoduo through "Duoduo Reading Month".
Many people don't know that "Duo Duo Reading Month" has been held for four seasons. In the first season of reading month, Pinduoduo built the initial framework, which includes: establishing a special reading fund of 100 million yuan, cooperating with publishing houses and book publishing companies to open up, slanting support for tens of billions of channel traffic, and donating teaching materials to primary and secondary school students in remote areas. The "Reading for You" charity donation of supplementary books, and the "Voice Creators Program" that recommends high-quality creators. On the basis of this framework, the second season of Reading Month puts forward the concept of "consumption fairness, knowledge inclusiveness", and is committed to narrowing the reading gap between urban and rural areas.
With the continuation of the reading month activities, starting from the third season, the influence of "Duoduo Reading Month" has also begun to ferment on Douban, Xiaohongshu, Weibo and other platforms. pit", that is to say, "We who love to read can also gain wool in the ocean of knowledge".
After two consecutive years of persistence spanning four seasons, "Duo Duo Reading Month" finally built a 10,000-story spelling book building in the Douban reading group. Of course, in addition to more people buying cheap genuine books through Pinduoduo, Duoduo Reading Month also left a few cases that deserve special attention:
For example, the "Voices of Creators Program" started from the first season of Reading Month. This program hopes to help excellent writers and high-quality works find more readers through traffic tilting and IP building, and realize the relationship between writers, readers and publishing institutions. positive interaction between them. With the implementation of this plan, writers and works such as Liu Zichao's "Arrival Before Midnight" and Zhang Mingyang's "Abandoning Chang'an" have stood out successively and become the champions of the platform category. In the past two years, the "Voice Creators Program" has launched activities such as "Book List Promotion", "Author Salon", and "Public Welfare Donation". Many writers have also participated in the public welfare donation action of "Reading for You" through this program Come.
Another example is the "Affordable and Genuine Public Welfare Alliance" established through the "Duo Duo Reading Month" event. This alliance was established in April last year by Pinduoduo, Shanghai Century Publishing Group, Knowledge Publishing House and other six publishing houses and booksellers. The original intention of the "Affordable and Genuine Public Welfare Alliance" is to find a mutually beneficial and win-win balance between readers, publishing houses and book dealers. As we all know, publishers and book dealers are trapped by piracy. Under the impact of piracy, publishers also have to protect their own rights and interests by raising the price of books. As a result, many people think that books are too expensive and turn to buy pirated copies. In the end, the entire book publishing fell into the vicious circle of "bad money drives out good money".
The "Affordable and Genuine Public Welfare Alliance" launched by Pinduoduo provides a reference for solving the vicious circle of "bad money driving out good money" in the book publishing industry - the way of providing "affordable and genuine" books by subsidizing users through the platform, tilting traffic and subsidizing publishing houses , to expand the scale of book sales and the cake, so that both readers and publishers and book dealers can benefit and achieve a win-win situation in the market. A friend who is engaged in book publishing said that the book business used to be "a lot of profit but not a lot of profit", but now it is "a small profit but a big profit".
In April last year, in addition to the establishment of the "Affordable and Genuine Alliance", Duoduo also launched the "Reading for You" public welfare donation campaign, which has continued to this day. The "Reading for You" campaign was launched in Liangshan, Sichuan. At present, its donation footprint There are middle-level communities and special schools in mountainous areas such as Tibet, Xinjiang, Gansu, Qinghai, Guizhou, and Jiangxi, and nearly 300,000 books have been donated.
"Read More Month" is a subsidy program for genuine books initiated by e-commerce platforms. It is indeed a beneficial attempt to integrate public welfare activities such as "Reading for You" into the commercial practice of "Read More Month". Adam Smith once said, "The supper we look forward to does not come from the favor of the butcher, the brewer, or the baker, but from their special regard for their own interests."
User grouping, platform subsidy and traffic tilt, and the design of a reciprocal business model such as the "Price and Genuine Alliance" are the common features of Pinduoduo's operations in various industries, and it is also the corporate gene of Pinduoduo. In addition to "Duoduo Reading Month", these characteristics are also reflected in the implementation of Pinduoduo's agricultural strategy.
"Duoduo Reading Month" is actually a perspective to observe the rise of Pinduoduo up close. Subsidies and traffic tilting have been persisted. Users can buy real cheap and genuine books, publishers and book dealers can make real money, and "thousand-storey bookstores" will come naturally.