出版基礎知識

トヨタの販売店が本屋を併設経営│理由と効果と運営方法について

青森県と秋田県のトヨタ自動車販売店に、

ブックスモアという本屋(書店)が併設されていて話題になっています。

全国的にも珍しいコンビネーションです。

本屋の経営と運営も自動車販売店がやっています。

車と本を一緒に売る理由とその効果、車の販売の専門店が、

どうやって本屋を運営しているのかを追っていきます。





本屋を経営する理由

理由はいくつかありますが、そのうちの一つは、

車の販売店の敷居の高さです。

車を購入しようとしている人は別ですが、

テレビCMを観て、あの車かっこいいな、ちょっと試乗したいな、

と思っているけど購入はまだ…、という人には

車の販売店は入りにくいのです。

ちょっと車を見に行ったらしつこい勧誘にあった、

帰宅してからも電話攻勢の営業がすごかった、というのは

昔の話なのですが、今でもそのイメージは残っています。

本屋が併設していれば、ふらっと隣の自動車販売店に行って

カタログをもらったり試乗をしたり、というハードルが低くなるのです。

車と本の相乗効果

では、車の購入を全く考えていない人が本屋に来て、

車の購入をしようと考えるかと言ったら、まったく別です。

そんな人は本屋の来店客の0.01%もいないでしょう。

ただ逆はあります。

自動車販売店に来たついでに本屋に寄って、雑誌を購入する、

という確率はかなり高いでしょう。

書籍や雑誌の平均単価は1,000円ぐらいで、気軽に買える商品だからです。

実際に、眼鏡屋と本屋が併設しているところでは、

眼鏡を作成している空いた時間に、書店で立ち読みか購入、

というお客様が多いのです。

本屋の運営は全国チェーンがバックアップ

相乗効果があるからといって、簡単に本屋ができるわけではありません。

本屋は取次(問屋)から本を仕入れますが、どんな本をお店におけば

売れるのか? というのは立地や客層によって異なります。

また、出版業界は出版社が本屋より強い側面もあり、

話題になって売れている本は、全国の本屋で在庫の取り合いになり、

簡単に入荷してこないのです。

ブックスモアは全国チェーンの丸善ジュンク堂書店(MJ)と提携しています。

MJは東京駅前にある丸善丸の内本店や、池袋駅近くの8F建てのビルで

全フロアが書店のジュンク堂池袋本店を運営している、超大手書店です。

ブックスモアの本や雑誌の仕入れは、MJが管理しているのです。

ブックスモアは儲かっているのか

現在、ブックスモアは自動車販売店に併設で6店舗運営しています。

全国の本屋の店舗数は、この20年の間に約半分に減ってしまいました。

本が売れなくなっていますし、粗利が低いのが理由です。

1,000円の本を売った本屋の儲けは、たったの220円です。

薄利多売方式でしかやっていけないのです。

その中でも生き残っている本屋は、1,000坪級の大型店舗にしたり

カフェを併設して、集客の努力をしているのです。

ブックスモアは東北で展開してるので、土地代があまり高くないことや

自社物件ということで大型店舗を運営することができ、やっていけるのでしょう。

ただ、ブックスモアを支えている丸善ジュンク堂書店も

いまは大日本印刷が親会社として支えているのが現状です。

まとめ

・自動車販売店は店に入りにくいが、本屋と一緒なら気軽に寄れる

・本屋の客が車を買う確率は低いが、車屋の客は本を気軽に購入する

・車屋が本屋を運営できるのは、丸善ジュンク堂書店の支えがあるから





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