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According to the reporter's investigation and investigation, in Taobao Book City, Taobao Weibo, the street can be seen everywhere: "Congratulations to Mo Yan to become a Chinese writer who won the Nobel Prize in Literature! Taobao e-book free book, traditional reading positive energy: Mo Yanjia works "frog "Free delivery!" With the arrival of Mo Yan's award-winning news, Taobao e-book launched a free book-sending event on its Weibo, which is also the "passing reading positive energy" launched by Taobao e-books from October 8th to 12th. After sharing the e-book activity, another wave of climax was set off.
The serial activity is meant to "save reading"
From October 8th to 12th, Taobao e-books combined with CITIC Publishing House, Motie Book, Times Guanghua, Shanda Literature Cloud Book City, Zitu Books, Xinhua Pioneer, September Network and other dozens of institutions launched Energy" theme event. During the event, netizens can enjoy free gifts of more than 500 popular books such as "China on the tip of the tongue", "If you are well-being, it is sunny", "White Deer" and "Men and Women's Internal Reference".
According to the relevant person in charge of Taobao e-book, with the experience of Taobao in data mining and research, Taobao e-books have a fun interpretation of the reading preferences of Chinese people, aiming to attract consumers to pay attention to reading and share the free reading. Ways to let netizens read more books and read good books, thus improving the reading rate of the people.
The Taobao e-book also received positive feedback from users. The data shows that millions of netizens on Sina Weibo participated in the event through sharing and commenting. The fans of Weibo@æ·˜å®ç”µå书 have skyrocketed several times in a few days. .
Investigating the industry ecosystem In fact, since the Taobao online digital product sharing trading platform in 2010, the field of e-books has been optimistic for the industry. As a large domestic e-commerce platform, Taobao is a traffic gathering place in the entire Chinese Internet, and Taobao has become a customary shopping portal for users, and a large online shopping user group and a mature and secure transaction payment system are the numbers. Read the solid foundation of the business.
After more than two years of dedicated operation, Taobao e-books maintain close cooperation with most well-known publishing houses, copyright owners and authors in China, and the number of online books is also increasing. It is planned to reach 100,000 copies by the end of this year.
Since its inception, Taobao e-books have leveraged Taobao's technical resources to provide users with a cloud-synchronized, multi-terminal support (PC, iPhone, iPad, Android, etc.) reading experience. At the same time, Taobao e-books adhere to the "serious reading" of genuine and non-text articles. All books are carefully selected by professional book editors, and the service standard of "7 days no reason to return" is also within the industry.
Longfei, director of Taobao's digital products business unit, said that Taobao's digital publishing is "hoping to lower the threshold of the digital publishing industry, make the convenience of the industry higher, and increase the value of industry consumption." â€
The positive energy of e-reading is still to be stimulated. Although the concept of digital publishing has been in existence for ten years since its appearance, there is no real winner in the domestic market. In terms of digital reading, its energy is still far from being released.
"What we have to do is not to turn a simple paper book into an electronic version, but a new revolution in reading." Longfei said.
From the perspective of market conditions, people's reading based on digital channels is constantly changing with the development of technology and habits.
Taobao showed reporters the reading data of Taobao in the past year (including the purchase of paper books and e-books). The data shows that during the fragmentation time, the proportion of users using mobile client reading is steadily rising - moving from April The client has just started 1.8% and quickly rose to 37.6% in September. The data also shows that gender and age also cause great differences in reading e-book habits. Men and “post-80s†people prefer to use mobile clients. Taobao e-books have a daily reading time of about 35 minutes per person, and more than 55% of the time is concentrated in 10 minutes to 60 minutes.
According to reports, in the next strategic plan, Taobao e-book will continue to adhere to the advantages of the project, including cloud storage technology, industry-level standard production system, user reading behavior analysis based on Taobao's huge user data, etc., constantly improve the existing platform and enhance the reading experience. , and the industry's ecological prosperity circle of digital goods.
After Mo Yan won the Nobel Prize, the topic of Mo Yan has not stopped. All walks of life want to explore the market from Mo Yan and get various benefits. Of course, the Taobao Book Market also seized this opportunity.