Cultural Life Space
It is learned that the second new retail bookstore under the cultural life brand “10 o’clock reading” officially opened in Xiamen Chinatown on December 28th.
The ten-point bookstore in Chinatown is located in the “City Cultural Park”. It is located on Zhongshan Road, adjacent to Gulangyu Island. It is one of the business districts with the largest passenger traffic in Xiamen (40 million passengers per year). The format of “6 + X”: “6” refers to books, goodies, coffee, study, classrooms, and children’s halls; “X” refers to the ten-point bookstore that extends the ten-point DNA—the online anchor audio to Offline, 3 lighthouse devices and 7 book-reading phone booths were set up in the store to realize the entire store’s paper reading + book-reading experience, and 10 brands were combined to do cross-border cooperation.
Compared to the first store with a reading area of 700 square meters at ten o’clock, the Chinatown store is better in terms of area, scene and surrounding environment. “The first store only had three scenes: books, classrooms, and parent-child. The attributes of the bookstores are relatively strong. What do you think are the shortcomings when shopping?” Therefore, the Chinatown store has added more lifestyle sections, such as light food, Ornament perfume is more like a cultural living space.
Large foot traffic of the first store (3-4k on weekends) and high-quality operating data (per capita stay for one hour, consumer unit price of 100+) give the next ten o’clock book store a good way: ready to start at the second store At that time, Chinatown took up 10,000 square meters of space and cooperated with 10 o’clock reading. Not only did it give a strong rental discount on the 2000 square meter store at 10 o’clock (50% reduction in rental costs), the remaining 8,000 square meters also It will screen the brands to enter with 10 o’clock reading, and build a cultural park with ten o’clock reading as the core.
In terms of space, selection and culture, the Ten Point Bookstore Chinatown also has some unique features:
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There are nearly 60,000 books in the store, including new books, hot books, best-selling books, theme books, and magazines. In addition to the regular book area, two reading corridors are also designed-the “reading road” rhythm On the other hand, the book with a high sales rate is mainly on the fast track. The other book of Moxiang Book Gallery is mainly for in-depth reading. The surrounding area is surrounded by greenery. It is equipped with comfortable benches and sofas for users to enter the state of immersive reading at any time.
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Screened over 2000 goodies, Including food list notes, travel culture and innovation, gramophone radios, accessories, snacks, souvenirs, etc. Among them, 98 points of reading and self-purchased 98 brands, and for fragrance, wine, skin care, tea and other categories, 10 points of reading Then, it cooperates with 10 more professional and tonal brands, such as the healthy drink brand “goto park”, which focuses on “health-free tea”, and works together on selection, material suggestions, prop production and point design.
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Based on the selection of good things, the combination of space, objects and books is one of the highlights of the ten o’clock bookstore, such as the category of wine displayed next to the wine counter. At the time, there will be alcoholic red wine to drink on the side. By combining everything with books, every place in the bookstore will be more “scenarioized” and “lifelike”.
What about user feedback? Lin Shao told that in the first week of the ten-hour reading and trial operation, there were already many photos and videos on the public review that “snap-in” at ten o’clock. From the data, the user ’s stay in the Chinatown store was long. Unit prices are also higher.
“The bookstore is a step forward from 10 o’clock reading to the industrial end, and also the path for content companies to evolve to the platform.” Lin Shao, the founder of ten o’clock reading, told that the needs of users are very diverse, so the use of new media is very light. The service accepts articles, audios, and courses; the 10-point reading app helps users to learn systematically; and the 10-point bookstore is an “experience space”. In addition to directing online and strengthening the tone of the brand, it can also be more realistic Contact users, understand their needs, serve users, and then feed back into online operations.
There are two aspects of offline and online feedback. First, there is more offline data, which can have clearer user portraits and selection suggestions, and help optimize online content and e-commerce selections; At 10 o’clock, I used WeChat’s new bookstore cash register system “WeChat Frog”, which uses face recognition to collect cash. In the future, this system will open the background of the public account, and the user data will guide Ten o Operation.
The bookstore is the beginning of ten o’clock reading entering the retail industry. At the same time, ten o’clock reading also began to extend its tentacles to the publishing industry starting from the “calendar”. In October of this year, 10 o’clock reading published the “10 o’clock reading calendar”, one page a day, one good book will be recommended every day, and users can scan the code to be directed to the ten o’clock reading platform. In conjunction with this, reading at 10 o’clock in Beijing’s 798 Art District”Contracted” a “train” combined with the calendar to curate, and invited 50 artists to paint the body into a “time train” for the ten-point reading calendar.
Calendar is a combination of online (public account, e-commerce) and offline (bookstore sales, curation) exploration at ten o’clock, and the sales of ten o’clock reading calendars with a unit price of 99 in two months exceeded 100,000 Follow-up publications have also been planned.
With regard to future planning, the 10 o’clock reading plan will continue to experiment with bookstores of different store types in Beijing, Wuhan, and Shanghai next year; at the same time, it will continue to promote the layout of short video content. After the five numbers such as “10 o’clock movie” and “10 o’clock video” have gained 7 million fans, next year will try to add more content design of the melodrama to make the content, APP and bookstore troika more stable.
