The atmosphere of "Double 11" is becoming increasingly strong. Merchants in the field of e-book have also begun to prepare for the battle. Not only are the "1 yuan reservation rights" related activities on "Double 11" successively launched, launching different benefits covering limited gifts and free deposits, but also continue to attract consumers to join brand members through various discounts, and more activities will be announced in the next week. It is undeniable that at the moment when digital reading is developing rapidly, electronic paper books that once occupied a certain market with the characteristics of being able to read and protect their eyes anytime and anywhere are now in an embarrassing situation due to their easy replacement of functions. When some brands choose to withdraw, other entrants choose to continuously optimize functions to strengthen their competitiveness. The upcoming "Double 11" also represents the arrival of a wave of consumption peaks and has become a critical moment for merchants to attract traffic.
Events are launched in one week
"Double 11" has become a must-fight place for merchants, and many e-paper book brands are also launching related activities one after another.
, which will release the new product of the year, has launched the "1 yuan locking activity rights" event in , Tmall flagship store. According to the customer service of Wenshi BOOX, the activity includes payment of the first 200 pre-sale products without deposit, discount on broken screen repairs, priority shipment for locking inventory.
is not just arborist BOOX, but Zhangyue iReader has also launched the "1 yuan reservation and lock gift" event in Tmall flagship store, involving the enjoyment of 5 lottery times, the purchase of designated products and the purchase of designated gifts, and the 60-day price guarantee. According to staff of the iReader flagship store of Zhangyue, the details of the "Double 11" event are expected to be released in the store from October 23 to 24, and pre-sales will be launched on the evening of October 24. In addition to the above businesses, Xiaomi watches e-books and gets readers and other brands are expected to disclose the "Double 11" event information in the later stage.
When the "Double 11" welfare activities were unveiled one after another, e-book merchants did not forget to continue to attract members through discounts, and enjoy exclusive coupons, lottery, point redemption gifts and other benefits have basically become the general rights of members, and provide exclusive customer service and other services. Tang Yong, publisher of
, said that the consumption potential contained in "Double 11" with hundreds of billions of yuan in consumption can be produced by a single platform alone is self-evident, and therefore has become a critical period for merchants to attract traffic and drive sales. E-Paper Book is falling into a situation where market space is questioned. If it can be effectively deployed on "Double 11", regardless of whether sales can achieve significant growth, it will also be a key node in building a brand and strengthening consumer awareness.
Embarrassing situation of internal and external impact
The market development of electronic paper books has always attracted attention from the outside world. At the beginning of the birth of electronic paper books, relying on their characteristics and functions such as light reading and eye protection at any time and anywhere, they once occupied a certain position in the reading market, attracting hardware manufacturers and digital content companies to increase their investment. With the rise and rapid development of digital reading, the electric paper books that seem to be able to ride the wind have fallen into an embarrassing situation of internal and external impact due to their lack of competitiveness in functions and are easily replaced by other forms of products such as online reading apps.
"In addition to the question of the substitutability of functions, the price of e-paper books at least four or five hundred yuan, and at most thousands of yuan often affects consumers' choices." Tang Yong believes that from the perspective of consumers, part of the functions of e-paper books can be replaced by apps on mobile phones, and some can be realized with the help of laptop , tablets and other terminals, and other terminals have also launched eye protection modes one after another, thus reducing the necessity of using e-paper books in the eyes of consumers.
Faced with this situation, the electronic paper books have embarked on two completely opposite paths. One wave of choices continue to strengthen functions, such as expanding memory and extending battery life, optimizing various indicators such as screen clarity, resolution, and response speed. At the same time, it opens up access to more external resources, writing synchronization, audio reading and other extended functions, trying to cover all scenarios including daily life, study and work, travel, and leisure and entertainment. New products are also launched one after another. Another wave chose to withdraw after consideration. For example, Pocket Reading recently announced that it plans to stop operating related businesses on October 26, and the equipment will no longer support the purchase of new books.Li Jie, a researcher at the digital cultural and creative industry think tank of
, believes that for the e-paper books that are still in the process of layout, the upcoming "Double 11" is an opportunity to show itself. "Compared to giving discounts at prices, e-paper books that want to seek breakthroughs need to showcase their own advantages during the "Double 11" period, especially the advantages of leading other terminal products that produce competition, and combine multiple display forms to give consumers a more intuitive feeling, thereby driving competitiveness."
The strong opponent left the field and accelerated the reshuffle
It is undeniable that the future trend of digital reading is favored by all parties. The 506 million users mentioned in the 2021 China Digital Reading Report mentioned are 2.43%, as well as the overall scale of the industry of 41.57 billion yuan, and the year-on-year increase of 18.23%, which continues to prove the market space of digital reading.
In the environment of digital reading, with brands such as Kindle that once occupied a significant share of e-paper books left, the e-paper book market is now gradually forming a new pattern. According to the hot sales list of Tmall Electronic Viewers, among the top ten products currently rank in the top ten, it involves four products: iFlytek , Zhangyue , Hanwang , and Huawei . iFlytek occupies three quotas and occupies the top two on the list. Zhangyue directly occupies 5 quotas, and Hanwang and Huawei each occupy one quotas.
. On the JD platform, among the 19 products shown in the JD E-Paper Gold List, Zhangyue occupies 4 places, iFlytek and Armand BOOX occupies 3 places, Xiaomi and Mokeng each have two products on the list. In addition, products from Hisense , Huawei, Hanwang, and other brands also appear on the list. According to sales data, two of the 19 products sold more than 1,000 pieces per month, and four models sold more than 500 pieces per month.
"Based on the development of online reading apps and various terminals, and this type of product is not a fast-consumer product. It is often a product that can be used for many years and has a low replacement rate. It is difficult for the e-book market to accommodate a large number of brands. The above brands may seek breakthroughs in technology or be linked to ecological layouts, and the most important point is to have exclusive competitiveness to break through. This is also the key to opening up the market space, and practitioners need to continue to explore." Li Jie said.
Beijing Business Daily reporter Zheng Rui
