出版

コロナでAmazonが入荷制限~出版社が今だからこそできること

コロナによる緊急事態宣言。

リアル書店が1,000店舗以上も休業し、

出版業界は混乱しています。

この1,000店舗は、首都圏の書店です。

売上シェアが高いのです。

出版社によっては休業店のシェアが30%を

超えるところもあります。





リアル書店がダメでもAmazonがある!

といいたいところです。

ビジネス書はAmazonのシェアが20%以上あります。

何年も前に発売された専門書などは、

そもそもリアル書店に在庫がありません。

Amazonのシェアが90%以上にもなります。

リアル書店に行かなくなった人がAmazonで買えば、

出版社としては売り上げがたつのですが…

Amazonが入荷制限を開始しました。

フルフィルメントセンター(倉庫)への入荷を、

生活必需品や衛生用品を優先するのです。

本や雑誌は後回しです。

あきらかに、Amazonは発注数を減らしています。

ロングセラーを中心に、品切れが頻発するでしょう。

楽天ブックスも制限をはじめました。

Amazonが作り上げた本のロングテールというビジネスモデルに、

出版社も生かされています。

このモデルが、一時的にせよ崩壊することは、

出版社の経営の大きなダメージです。

マーケットプレイスは、このタイミングで躍進します。

シェアをさらに伸ばします。

版元は古本に食われますよ。

では、いま出版社がやるべきことです。

それは、ロングテール商品をさらに大事にすることです。

Amazonで月に数冊しか売れない商品がたくさんあります。

そういった本の積み重ねで、

出版社もAmazonも商売しています。

歴史のある出版社ほど、ロングテール商品が何百冊もあります。

こういった本が、Amazonで年100冊売れていたとして、

プラス10冊、売れるようにするのです。

その方法は、いたって簡単です。

自宅でも、出版社の人間でなくてもできます。

購入率を上げる、という作戦です。

Amazonの商品ページを充実化させるのです。

たった数百文字の商品紹介だけではなく、

最低でも、目次の情報だけでも載せましょう!

出版社や商品によって違いますが、

Amazon商品ページをみたお客様の購入率は、

本や雑誌だと3%ほどです。

100人がその本のページをみて、3人しか買わないのです。

これを一人でも二人でも増やすために、

最低でも、目次の情報だけでも載せるのです。

考えてもみてください。

リアル書店でいうと、本を手に取ったけど棚に戻した、

といったことが、Amazonで100人中97人なんです。

Amazonは、「なか見!検索」の登録がなかなかに面倒で、

コストもかかります。

立ち読みができないのです。

だからこそ、本の目次を登録したり、

内容紹介を充実させることが、

立ち読みのかわりになるのです。

自宅待機の社員がいるいま、

家に本さえ取り寄せれば、

簡単にできますよ。

もうひとつ欲をいえば、表紙の登録の他に、

中身のページも登録しましょう。

これも表紙と同じ要領なので、

ちょっとでもパソコンが使えれば、

誰でも簡単です。

リアル書店が休業、Amazonが入庫してくれない・・・

こまった状況の時こそ、

アフターコロナに備えて準備しておきましょう!

出版社のひとでAmazon対策を知りたい人は、

TwitterのDMをください。

コロノ禍で出版社の営業がやるべきリアル書店対策 コロナウイルスによる緊急事態宣言。全国で1000店以上の書店が休業しています。出版社にとって、つらい状況です。東京、大阪といったもっ...
出版社の編集志望者は必読~コロナ禍の思考法コロナウイルスにより、全都道府県に緊急事態宣言がでました。 苦しんでいる人が、全国にいます。 編集者は「今を読み」さらに「先...
出版業界の現状と課題│今後の解決策も元大手出版社の営業が解説出版業界の売上は1996年をピークに、20年以上、下落し続けています。 それでも大手3社(小学館、集英社、講談社)の社員は30代で...





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