in recent years, with the development of network, e-commerce has become more and more popular. As a standardized consumer product, books have become a very suitable commodity for online shopping because there are no after-sales problems. The price advantage of online bookstores is obvious. Xiaoyu, a college student, loves to buy books. She has her own set of methods for choosing between online bookstores and physical bookstores. "When buying books, the price factor accounts for a large proportion." Xiaoyu told the author that she usually likes to go to the bookstore to choose books, so that she can see the contents of books with her own eyes, but because the price is getting more and more expensive, few books are really bought. And the book you like, if you can have your favorite price online, you will make up your mind to buy it. "The main advantage of online bookstores is that they are relatively cheap." Xiaoyu said. The large discount of online bookstores has become the reason why many people choose to buy books online. The bold discount of online bookstores is inseparable from its relatively low purchase price. According to Jia Wenyu, director of the distribution department of the Beijing Book Center of Changjiang Literature and Art Publishing House, the price that publishers give to online bookstores is generally lower than that of physical bookstores, because publishers attach great importance to the propaganda role of the Internet. Jia Wenyu said: "White-collar workers have great purchasing power, but they have no time to visit bookstores. The network has solved this problem well and has a good publicity role. " Weng Changshou, an associate professor at the School of Journalism, Renmin University of China, said: "Online bookstores can be in a favorable position for price negotiation in purchasing by buying out or underwriting; As a publisher, I am naturally willing to choose large customers with large purchases and short payback periods. " Weng Changshou further explained that in addition to the purchase price, the online bookstore itself has no rent cost, no shelf cost, and can operate 24 hours a day, which also reduces the cost to some extent. In order to promote sales, online bookstores will also sell some hot varieties below the purchase price, with the aim of attracting passengers and marketing at the price. Online bookstores are still in the growth stage. Facing the strong price advantage of online bookstores, is the position of traditional bookstores threatened? Weng Changshou replied: "Compared with physical sales, the network is still in the growth stage, and the market share of physical bookstores is still dominant." According to Jia Wenyu, among the sales of Beijing Book Center, online sales only account for 3%. "Our club's books are mainly bestsellers. Like other non-best-selling books, online sales may reach 11% or more. " Jia Wenyu said. According to the statistics of the publishing house, the proportion of online bookstores in sales nationwide is not high. Weng Changshou said: "A Dangdang book sales revenue is equivalent to Beijing Book Building, but there are still many big book cities like Beijing Book Building in China." Geographically, the popularity of online bookstores is mainly in large and medium-sized cities, which is related to the popularity of the network. In many small cities in China and underdeveloped areas, physical bookstores are still the first choice for people to buy books. Judging from the variety of books, "Dangdang and Excellence are based on corporate strategy, and online bookstores mainly focus on popular books, popular professional books and educational books." Weng Changshou introduced that online bookstores have not accounted for much of the big cake of textbooks and counseling books for primary and secondary schools nationwide. Physical bookstores should have their own characteristics. Although online bookstores have not had a fatal impact on physical bookstores on the whole, people's worries are not superfluous. Online bookstores not only have the advantage of price, but also "effectively solve the insurmountable problems of physical bookstores, such as limited varieties, limited display space for books on shelves, and inconvenience for readers to find books", so that a large number of books can be docked with uncertain readers at any time. Traditional hypermarkets-like bookstores seek to be large and complete, but this has caused certain difficulties for readers to find books. And no matter how big a bookstore is, it can't keep all the books like a library. In this way, out-of-season and non-bestsellers are hard to find in physical bookstores. Since the network can't be comprehensive, traditional bookstores should win by cleverness and change their business strategies. "Bookstores like hypermarkets are no longer suitable. Bookstores must make their own characteristics, and must be suitable for the reading tastes and positioning of people around them, not only the types and contents of books, but also the purchasing environment, comfort and so on. " Jia Wenyu said. Small and medium-sized bookstores can develop their own characteristics and attract readers. Bookstores such as Photosynthesis, One-way Street, etc., with their targeted book selection and good reading atmosphere, are now very popular among young people. Big bookstores can take advantage of space and change their profit model. "In the future, the physical bookstore will not be the current model, but will become a cultural MALL, like a paper tiger." Paper Tiger Bookstore has opened a comfortable reading area in the store, as well as a large area of leisure and entertainment places, including restaurants, children's parks, etc., and regularly holds lectures, concerts, salons, etc., thus firmly tying consumers to the bookstore. Online bookstore will replace physical bookstore Jia Wenyu thinks: "Online bookstore will replace physical bookstore." Weng Changshou thinks from the perspective of capital: "If the real estate price keeps rising, online bookstores will replace physical bookstores." There will be more and more people surfing the Internet in the future, and the popularity of the Internet in small cities in China will be higher and higher. Without the restrictions of computer skills and geography, the advantages of online bookstores will be more obvious. Jia Wenyu further said: "But selling paper books online is only a transitional stage. In the future, it must be selling paid e-books online. " Namely digital publishing. On the one hand, the realization of digital publishing depends on the change of people's reading habits, on the other hand, it depends on the development of digital publishing technology, readers and other technologies. Nowadays, older people are not used to seeing things on computers, but young people are the generation that grew up with computers. With the changes of the times, everyone will have the life experience of electronic reading. (Intern Zhang Yanyan)