Murakami Haruki’s book sales are almost equal to the total number of Nobel Prize winners in the last decade
On October 10, local time, the Swedish Academy of Sciences announced that it will award the 2018 Nobel Prize in Literature to Polish woman writer Olga Tokarczuk, and the 2019 Nobel Prize in Literature to Austrian male writers. Peter Handke.
For most readers, this is two unfamiliar names – even the Baidu Index does not include their entries.
2019.10.11 Baidu Index Screen Screenshot
But this does not hinder everyone’s enthusiasm for buying books. After the publication of the Nobel Prize for Literature, their works accounted for the top four of Dangdang’s books.
2019.10.11 Dangdang Books Soars
The three Chinese writers who were nominated for this time, Can Xue, Yu Hua and Yang Lian, also joined the “2019 Nobel Prize in Literature” for their search keywords, ushered in the growth of sales and search volume.
The trend of Baidu search index of Can Xue, Yu Hua and Yang Lian this week
We have seen that the publication of the Heavyweight Literature Award has brought about a surge in book sales, although this growth will not continue; we also see more and more of the awards and nominations. Female figure.
Nobel Prize can be “expensive”, the classic price is higher
“Nobel Prize effect” refers to the phenomenon of sales and sales of related works after the publication of the Nobel Prize for Literature. Such a heavyweight award is too obvious for the sale of books.
On October 11, 2012, the Swedish Academy of Literature announced that the Nobel Prize in Literature was awarded to Chinese writer Mo Yan. Immediately, published by Shanghai Literature and Art Publishing House, all 14 volumes of “Mo Yan Wen Ji” in Dangdang launched an exclusive pre-sale, the market price of 418 yuan, pre-sale price of 334.4 yuan, pre-sale within three days of ordering more than 100,000, became Dangdang One of the fastest-selling collections in the pre-sale history. According to previous reports by Tencent Technology, in October of that year, Mo Yan’s representative works such as “Sandalwood Penalty” and “Red Sorghum Family” increased their sales by more than 20 times, and sold more than 10,000 copies per day.
After Mo Yan, Chinese readers pay more attention to the Nobel Prize in Literature. This kind of welfare is particularly evident in the 2013 winner Alice Monroe: her work has grown nearly 1,500 times more than the month before the award.
Nobel Prize winners in other years are no exception. The sales of Patrick Modiano in 2014 increased 240 times in the month after the award was announced; 2015 winner Svetlana Alle Kshayevich’s sales increased by nearly 74 times after the award; The winner of the year, Shihei Ishio, the day after the announcement of the award, the sales of his works increased by 253 times compared with the same period of the previous day. Related keyword searches have grown by more than 2,000 times.
The incentive for the sales of the Novo Prize is short-lived. According to the statistics of the Wenhui Daily, the winners of the Nobel Prize winners generally reached the peak of sales two months after the award, and then began to decline, and reached a relatively stable level six months after the award.
On the first day after the publication of the “Double Yellow Eggs” in 2019, the monthly sales of Dangdang Taobao Stores as of October 11 were counted. We find that: (1) the Nobel Prize effect decreases with time. The longer the award time, the greater the probability of being forgotten by the reader, and the lower the sales volume; (2) The Mo Yan award in 2012 is a watershed, and the Nobel Prize winner has received more attention since then; (3) Mo Yan, Shi Hei Xiong, Bao The writers who have some influence in China, such as Bodrill, have no obvious effect on sales decline. And with the announcement of the Nobel Prize in subsequent years, the attention in October will experience a small warming.
