發行(xing)集(ji)團2024上半年直面(mian)“去渠道(dao)化” 守牢主(zhu)陣地 拓寬新(xin)賽道(dao)
據(ju)基于(yu)“國(guo)家出(chu)(chu)版(ban)發行信息公共服務平臺”的(de)(de)銷(xiao)(xiao)售(shou)數(shu)據(ju)和商報·奧示(shi)“中國(guo)出(chu)(chu)版(ban)業市(shi)場監測系(xi)統”線(xian)下(xia)ERP數(shu)據(ju)、線(xian)上監測數(shu)據(ju)的(de)(de)統計(ji)：2024年上半年圖書(shu)(shu)零售(shou)區(qu)(qu)域市(shi)場銷(xiao)(xiao)售(shou)態勢不樂觀，以新(xin)(xin)華書(shu)(shu)店系(xi)統為例(li)，銷(xiao)(xiao)售(shou)同比增長的(de)(de)有福建新(xin)(xin)華、寧(ning)夏新(xin)(xin)華、江西(xi)新(xin)(xin)華、湖北新(xin)(xin)華、廣西(xi)新(xin)(xin)華等，覆蓋區(qu)(qu)域較去年同期縮小。同時，出(chu)(chu)版(ban)端(duan)逐(zhu)步(bu)呈現出(chu)(chu)“二(er)元化”和“去渠道(dao)化”結構特征。在大環境(jing)低(di)迷(mi)和市(shi)場競(jing)爭的(de)(de)雙重壓(ya)力下(xia)，面對來自多種銷(xiao)(xiao)售(shou)渠道(dao)的(de)(de)夾擊，出(chu)(chu)版(ban)發行業正處于(yu)深度(du)轉型(xing)的(de)(de)行業關(guan)鍵時期。
2024年(nian)(nian)(nian)7月(yue)以(yi)來全國各地發(fa)(fa)行集(ji)(ji)(ji)(ji)團(tuan)(tuan)陸續召開半(ban)(ban)(ban)(ban)(ban)年(nian)(nian)(nian)總(zong)結會，分析上(shang)(shang)半(ban)(ban)(ban)(ban)(ban)年(nian)(nian)(nian)經(jing)營(ying)創新(xin)(xin)與不(bu)足，并制定下半(ban)(ban)(ban)(ban)(ban)年(nian)(nian)(nian)沖(chong)刺計劃(hua)。可喜的(de)(de)是，多家集(ji)(ji)(ji)(ji)團(tuan)(tuan)在年(nian)(nian)(nian)中會議中談到(dao)上(shang)(shang)半(ban)(ban)(ban)(ban)(ban)年(nian)(nian)(nian)工(gong)作穩(wen)中有進。如(ru)湖南新(xin)(xin)華(hua)(hua)上(shang)(shang)半(ban)(ban)(ban)(ban)(ban)年(nian)(nian)(nian)“亮點紛呈(cheng)，值得點贊”，交(jiao)出了穩(wen)中向(xiang)好的(de)(de)“經(jing)濟答(da)卷(juan)”；浙江(jiang)新(xin)(xin)華(hua)(hua)上(shang)(shang)半(ban)(ban)(ban)(ban)(ban)年(nian)(nian)(nian)負重前(qian)行，業(ye)務運行呈(cheng)現(xian)(xian)穩(wen)健推進的(de)(de)特征；黑龍江(jiang)新(xin)(xin)華(hua)(hua)上(shang)(shang)半(ban)(ban)(ban)(ban)(ban)年(nian)(nian)(nian)圓滿(man)完成既定工(gong)作目標；江(jiang)西(xi)新(xin)(xin)華(hua)(hua)實(shi)現(xian)(xian)逆勢(shi)增長、穩(wen)中有升(sheng)，順(shun)利完成了收(shou)入、利潤(run)“雙增長”“雙過半(ban)(ban)(ban)(ban)(ban)”任(ren)務等。中國出版傳媒商報(bao)記(ji)者通過采訪10余家發(fa)(fa)行集(ji)(ji)(ji)(ji)團(tuan)(tuan)相關負責人，并結合多家發(fa)(fa)行集(ji)(ji)(ji)(ji)團(tuan)(tuan)官方微信公眾號發(fa)(fa)布的(de)(de)半(ban)(ban)(ban)(ban)(ban)年(nian)(nian)(nian)工(gong)作會信息(xi)發(fa)(fa)現(xian)(xian)，面對當下的(de)(de)市場調整，各發(fa)(fa)行集(ji)(ji)(ji)(ji)團(tuan)(tuan)加速提(ti)升(sheng)專業(ye)化(hua)服務能(neng)(neng)力(li)，以(yi)新(xin)(xin)產業(ye)、新(xin)(xin)業(ye)態、新(xin)(xin)商業(ye)模式(shi)激活(huo)發(fa)(fa)展新(xin)(xin)動能(neng)(neng)。正如(ru)浙江(jiang)出版聯合集(ji)(ji)(ji)(ji)團(tuan)(tuan)黨委委員、浙江(jiang)省新(xin)(xin)華(hua)(hua)書(shu)店集(ji)(ji)(ji)(ji)團(tuan)(tuan)董事長蔣傳洋所言：“要堅持以(yi)國內宏觀經(jing)濟形(xing)勢(shi)的(de)(de)視野來觀照文化(hua)產業(ye)，選準主攻方向(xiang)，把(ba)握發(fa)(fa)展大(da)局，以(yi)更大(da)的(de)(de)決(jue)心(xin)和(he)力(li)度深化(hua)市場化(hua)經(jing)營(ying)機制改革和(he)內部管理改革，扎實(shi)推進轉型升(sheng)級(ji)。”
夯實主渠道 持續提升教育服務能力
面(mian)對當前教(jiao)育服(fu)(fu)(fu)務(wu)(wu)市(shi)場(chang)新(xin)(xin)變局和(he)新(xin)(xin)常態，在教(jiao)材(cai)印刷晚(wan)、到貨晚(wan)等(deng)多重(zhong)(zhong)不(bu)利(li)因(yin)素影(ying)響下(xia)，各發(fa)行集團提(ti)(ti)前謀劃(hua)、主(zhu)動作(zuo)為，優質高效(xiao)完成“課前到書(shu)”的艱巨任務(wu)(wu)。同時，認真(zhen)分析研究新(xin)(xin)高考(kao)改革、職(zhi)業(ye)教(jiao)育、“雙減(jian)”政(zheng)(zheng)策以(yi)(yi)及義務(wu)(wu)教(jiao)育階段的新(xin)(xin)發(fa)展(zhan)趨勢，及時了(le)解(jie)政(zheng)(zheng)策、讀懂政(zheng)(zheng)策、緊跟政(zheng)(zheng)策、用(yong)(yong)好政(zheng)(zheng)策，在優化產品、優化服(fu)(fu)(fu)務(wu)(wu)上下(xia)功夫(fu)，以(yi)(yi)品牌(pai)占領市(shi)場(chang)，以(yi)(yi)服(fu)(fu)(fu)務(wu)(wu)贏得客戶。如(ru)內(nei)蒙古新(xin)(xin)華(hua)積極應對教(jiao)育政(zheng)(zheng)策調整(zheng)影(ying)響，投入(ru)使(shi)用(yong)(yong)新(xin)(xin)教(jiao)材(cai)報訂系統，持續強(qiang)化業(ye)務(wu)(wu)整(zheng)合與(yu)重(zhong)(zhong)點產品推(tui)廣，教(jiao)育產品市(shi)場(chang)占有(you)率不(bu)斷提(ti)(ti)高。上半年(nian)，內(nei)蒙古新(xin)(xin)華(hua)走進(jin)通遼、赤峰、呼和(he)浩特和(he)阿拉善(shan)等(deng)地院(yuan)校，舉辦(ban)精品教(jiao)材(cai)巡展(zhan)，大(da)中專(zhuan)教(jiao)材(cai)業(ye)務(wu)(wu)拓展(zhan)能力顯著提(ti)(ti)升。浙江新(xin)(xin)華(hua)以(yi)(yi)文(wen)化傳播邏輯為主(zhu)線的業(ye)務(wu)(wu)模(mo)式不(bu)斷深(shen)化，體制(zhi)機制(zhi)重(zhong)(zhong)塑穩步推(tui)進(jin)；明確提(ti)(ti)出，要從自身出發(fa)，加快推(tui)進(jin)渠道專(zhuan)業(ye)化、內(nei)容專(zhuan)業(ye)化、隊伍專(zhuan)業(ye)化三(san)個專(zhuan)業(ye)化建(jian)設。黑(hei)龍江新(xin)(xin)華(hua)圍繞教(jiao)育服(fu)(fu)(fu)務(wu)(wu)和(he)文(wen)化服(fu)(fu)(fu)務(wu)(wu)兩大(da)主(zhu)業(ye)，聚力發(fa)揮(hui)新(xin)(xin)華(hua)書(shu)店品牌(pai)價值和(he)商業(ye)價值。
強化發行舉措 數字化轉型成為共識
在采訪(fang)中(zhong)發現，數(shu)(shu)字化(hua)轉型(xing)、線(xian)(xian)(xian)上(shang)線(xian)(xian)(xian)下(xia)渠道(dao)(dao)整(zheng)(zheng)合(he)(he)多次被提(ti)及。湖(hu)北省新(xin)(xin)華(hua)(hua)書店（集(ji)(ji)團）有(you)限公司(si)副總(zong)經理(li)(li)謝俊波告(gao)訴記者(zhe)，以店社電(dian)(dian)(dian)商(shang)融(rong)(rong)合(he)(he)為基礎的整(zheng)(zheng)合(he)(he)電(dian)(dian)(dian)商(shang)模式成為新(xin)(xin)的增長(chang)點。湖(hu)北新(xin)(xin)華(hua)(hua)以“平臺(tai)電(dian)(dian)(dian)商(shang)+新(xin)(xin)媒(mei)體(ti)電(dian)(dian)(dian)商(shang)+整(zheng)(zheng)合(he)(he)電(dian)(dian)(dian)商(shang)”為依托，強化(hua)“渠道(dao)(dao)+內容”雙向發力(li)(li)，聚焦兒童(tong)、教(jiao)育兩大(da)(da)核(he)心客群(qun)，構建(jian)一(yi)線(xian)(xian)(xian)至三線(xian)(xian)(xian)地域(yu)、主流至細分全域(yu)的全渠道(dao)(dao)、全營(ying)銷(xiao)(xiao)鏈路，實(shi)現銷(xiao)(xiao)售碼洋(yang)同比增長(chang)144.27%；深入(ru)推(tui)進(jin)(jin)店社電(dian)(dian)(dian)商(shang)融(rong)(rong)合(he)(he)，通過(guo)打造湖(hu)北新(xin)(xin)華(hua)(hua)電(dian)(dian)(dian)商(shang)“規模化(hua)”“定制(zhi)化(hua)”“特色化(hua)”三條(tiao)產(chan)品體(ti)系(xi)(xi)(xi)(xi)(xi)，新(xin)(xin)開辟(pi)的整(zheng)(zheng)合(he)(he)電(dian)(dian)(dian)商(shang)產(chan)品線(xian)(xian)(xian)營(ying)收(shou)同比增長(chang)4倍，定制(zhi)產(chan)品銷(xiao)(xiao)售突(tu)破37萬(wan)冊(ce)。內蒙古新(xin)(xin)華(hua)(hua)搭建(jian)“一(yi)個大(da)(da)腦、五個平臺(tai)、N個單元”，穩步推(tui)進(jin)(jin)一(yi)般(ban)圖書ERP、線(xian)(xian)(xian)上(shang)教(jiao)輔、新(xin)(xin)教(jiao)材征訂、大(da)(da)中(zhong)專(zhuan)（中(zhong)職）系(xi)(xi)(xi)(xi)(xi)統(tong)(tong)與(yu)智慧物流系(xi)(xi)(xi)(xi)(xi)統(tong)(tong)建(jian)設，優化(hua)完善(shan)“馬上(shang)購”、“閱(yue)舊知新(xin)(xin)”、內蒙古數(shu)(shu)字草原書屋與(yu)館(guan)配業(ye)(ye)務(wu)系(xi)(xi)(xi)(xi)(xi)統(tong)(tong)，持續推(tui)動智慧協同辦公OA、人力(li)(li)資(zi)(zi)源與(yu)物業(ye)(ye)系(xi)(xi)(xi)(xi)(xi)統(tong)(tong)等管(guan)(guan)理(li)(li)平臺(tai)融(rong)(rong)合(he)(he)互聯(lian)，為科學管(guan)(guan)理(li)(li)提(ti)供有(you)力(li)(li)支(zhi)撐。黑龍(long)江(jiang)(jiang)出版傳媒(mei)股份有(you)限公司(si)黨委委員(yuan)，黑龍(long)江(jiang)(jiang)新(xin)(xin)華(hua)(hua)書店集(ji)(ji)團黨委書記、董事長(chang)劉金鳳在2024年(nian)中(zhong)期(qi)工作會(hui)議中(zhong)指出，下(xia)半年(nian)黑龍(long)江(jiang)(jiang)省各級(ji)新(xin)(xin)華(hua)(hua)書店要拓展數(shu)(shu)字發展空間，加快建(jian)設綜合(he)(he)性(xing)線(xian)(xian)(xian)上(shang)平臺(tai)，下(xia)大(da)(da)力(li)(li)度布局(ju)和運(yun)營(ying)好北國書香網(wang)自建(jian)平臺(tai)、微信社群(qun)、抖音(yin)直播等線(xian)(xian)(xian)上(shang)網(wang)絡矩陣，打造線(xian)(xian)(xian)上(shang)線(xian)(xian)(xian)下(xia)融(rong)(rong)合(he)(he)、圖書非圖融(rong)(rong)合(he)(he)的綜合(he)(he)文化(hua)服務(wu)品牌。深圳出版集(ji)(ji)團加強對數(shu)(shu)字化(hua)轉型(xing)的統(tong)(tong)籌規劃(hua)和投入(ru)力(li)(li)度，建(jian)設集(ji)(ji)團級(ji)數(shu)(shu)據治(zhi)理(li)(li)與(yu)數(shu)(shu)據中(zhong)臺(tai)項目(mu)，統(tong)(tong)一(yi)線(xian)(xian)(xian)上(shang)平臺(tai)前端入(ru)口(kou)；對標市場領先的解決方案，結合(he)(he)業(ye)(ye)務(wu)需求推(tui)進(jin)(jin)會(hui)員(yuan)管(guan)(guan)理(li)(li)系(xi)(xi)(xi)(xi)(xi)統(tong)(tong)升(sheng)級(ji)、招商(shang)資(zi)(zi)管(guan)(guan)系(xi)(xi)(xi)(xi)(xi)統(tong)(tong)升(sheng)級(ji)、供應鏈系(xi)(xi)(xi)(xi)(xi)統(tong)(tong)升(sheng)級(ji)項目(mu)。
織密閱讀服務網 深化新華品牌影響
自2014年(nian)起，“全民閱(yue)讀(du)”已(yi)連續(xu)11年(nian)被(bei)寫(xie)入(ru)《政府工作報告(gao)》。各發行集團織(zhi)密(mi)閱(yue)讀(du)服務(wu)網，讓書(shu)香(xiang)漸漸飄(piao)向(xiang)每個角落。一方(fang)面(mian)(mian)在(zai)文化空間打造上(shang)(shang)，不斷轉型(xing)升級，重塑閱(yue)讀(du)場(chang)景。如深(shen)圳出版集團緊(jin)鑼密(mi)鼓推進灣區書(shu)城(cheng)(cheng)項目建(jian)設(she)。另一方(fang)面(mian)(mian)強(qiang)化閱(yue)讀(du)品(pin)牌(pai)活(huo)動(dong)，覆蓋更多讀(du)者群體。如湖(hu)北新(xin)(xin)華“荊楚閱(yue)讀(du)季”全民閱(yue)讀(du)品(pin)牌(pai)活(huo)動(dong)縱深(shen)推進，上(shang)(shang)半年(nian)溫(wen)鐵軍、湯素蘭等(deng)(deng)30多位名家在(zai)湖(hu)北全省開展“書(shu)香(xiang)校園公益行”活(huo)動(dong)232場(chang)、覆蓋學生6萬(wan)余人(ren)，“荊楚閱(yue)讀(du)季”系列品(pin)牌(pai)活(huo)動(dong)累計開展3000余場(chang)；創新(xin)(xin)閱(yue)讀(du)服務(wu)新(xin)(xin)模式，加快建(jian)設(she)書(shu)香(xiang)校園示范區，成功在(zai)隨州、恩施、天門等(deng)(deng)6個市縣啟動(dong)試(shi)點。深(shen)圳出版集團創新(xin)(xin)深(shen)圳讀(du)書(shu)月(yue)承辦方(fang)式，加強(qiang)創意(yi)策劃，聚(ju)焦粵港澳(ao)大灣區文化交(jiao)流(liu)，辦好(hao)深(shen)港“共讀(du)雙城(cheng)(cheng)”系列活(huo)動(dong)等(deng)(deng)。做優做強(qiang)“書(shu)店(dian)人(ren)大會(hui)”“名家薦書(shu)馬拉(la)松”“云上(shang)(shang)讀(du)書(shu)月(yue)”等(deng)(deng)活(huo)動(dong)品(pin)牌(pai)。
開辟新賽道 融入文化產業發展大循環
近幾年，各發(fa)行集團(tuan)(tuan)在多(duo)(duo)(duo)(duo)元(yuan)(yuan)(yuan)產(chan)品(pin)(pin)引入、多(duo)(duo)(duo)(duo)元(yuan)(yuan)(yuan)項目拓(tuo)展(zhan)(zhan)等方面(mian)成(cheng)(cheng)效顯著。上(shang)(shang)半(ban)年，各集團(tuan)(tuan)持續(xu)創(chuang)新(xin)(xin)(xin)(xin)(xin)(xin)，尋(xun)求向(xiang)(xiang)上(shang)(shang)突破(po)的板塊(kuai)和亮(liang)點。內蒙古新(xin)(xin)(xin)(xin)(xin)(xin)華(hua)(hua)主動(dong)引入“阿拉善(shan)天駝”“中(zhong)糧(liang)優選(xuan)”等特色產(chan)品(pin)(pin)、“紅色劇本(ben)(ben)游”“書(shu)店(dian)(dian)研學”等多(duo)(duo)(duo)(duo)元(yuan)(yuan)(yuan)項目。深圳出版集團(tuan)(tuan)以新(xin)(xin)(xin)(xin)(xin)(xin)金(jin)融賦能全(quan)民閱讀發(fa)展(zhan)(zhan)新(xin)(xin)(xin)(xin)(xin)(xin)范式，把握(wo)國家鼓勵基(ji)(ji)礎(chu)設施公募(mu)REITs（不動(dong)產(chan)投(tou)資信托基(ji)(ji)金(jin)）發(fa)行的政策窗口(kou)，利(li)用公募(mu)REITs等工(gong)具(ju)，盤(pan)活以大型書(shu)城(cheng)為代表的閱讀文(wen)化(hua)基(ji)(ji)礎(chu)設施資產(chan)，推動(dong)中(zhong)心書(shu)城(cheng)作為文(wen)化(hua)消費類基(ji)(ji)礎(chu)設施公募(mu)REITs首發(fa)。湖北新(xin)(xin)(xin)(xin)(xin)(xin)華(hua)(hua)建成(cheng)(cheng)“倍閱生活館(guan)”線上(shang)(shang)商(shang)城(cheng)并上(shang)(shang)線運(yun)營，加強多(duo)(duo)(duo)(duo)元(yuan)(yuan)(yuan)文(wen)創(chuang)產(chan)業(ye)(ye)供(gong)應鏈的建設，加速打造傳(chuan)統文(wen)化(hua)文(wen)創(chuang)、教(jiao)育文(wen)創(chuang)、出版文(wen)創(chuang)三(san)大產(chan)品(pin)(pin)體系(xi)形(xing)成(cheng)(cheng)產(chan)品(pin)(pin)線矩(ju)陣，上(shang)(shang)線商(shang)務好禮(li)、工(gong)會(hui)(hui)福利(li)、倍閱文(wen)創(chuang)、企業(ye)(ye)團(tuan)(tuan)購定制等19個專(zhuan)區、5000多(duo)(duo)(duo)(duo)個產(chan)品(pin)(pin)，通(tong)過“以節(jie)聚勢”整合營銷資源，帶動(dong)多(duo)(duo)(duo)(duo)元(yuan)(yuan)(yuan)文(wen)創(chuang)板塊(kuai)同(tong)比(bi)增長26.47%。鳳(feng)凰新(xin)(xin)(xin)(xin)(xin)(xin)華(hua)(hua)召開的2024年年中(zhong)經(jing)營分析會(hui)(hui)強調了“穩住基(ji)(ji)本(ben)(ben)盤(pan)，拓(tuo)展(zhan)(zhan)新(xin)(xin)(xin)(xin)(xin)(xin)領域”等發(fa)展(zhan)(zhan)思路(lu)。廣西新(xin)(xin)(xin)(xin)(xin)(xin)華(hua)(hua)下半(ban)年將(jiang)以產(chan)業(ye)(ye)項目為抓手，積極探索拓(tuo)展(zhan)(zhan)新(xin)(xin)(xin)(xin)(xin)(xin)業(ye)(ye)務、新(xin)(xin)(xin)(xin)(xin)(xin)業(ye)(ye)態(tai)，推動(dong)產(chan)業(ye)(ye)向(xiang)(xiang)上(shang)(shang)突破(po)。黑(hei)龍(long)江(jiang)新(xin)(xin)(xin)(xin)(xin)(xin)華(hua)(hua)下半(ban)年將(jiang)加強協同(tong)聯動(dong)，加快文(wen)化(hua)產(chan)業(ye)(ye)鏈延伸，構建多(duo)(duo)(duo)(duo)元(yuan)(yuan)(yuan)融合發(fa)展(zhan)(zhan)新(xin)(xin)(xin)(xin)(xin)(xin)業(ye)(ye)態(tai)，推動(dong)實體書(shu)店(dian)(dian)由閱讀服務平臺向(xiang)(xiang)多(duo)(duo)(duo)(duo)元(yuan)(yuan)(yuan)文(wen)化(hua)消費平臺轉(zhuan)型，為集團(tuan)(tuan)可持續(xu)發(fa)展(zhan)(zhan)提供(gong)重要支撐。湖南新(xin)(xin)(xin)(xin)(xin)(xin)華(hua)(hua)在沖(chong)刺下半(ban)年任務中(zhong)也指出要優化(hua)激(ji)勵機制，不斷激(ji)發(fa)創(chuang)新(xin)(xin)(xin)(xin)(xin)(xin)激(ji)情，打好拓(tuo)展(zhan)(zhan)市場(chang)“拱衛(wei)戰”。