In recent years, with the development of the Internet, e-commerce has become more and more popular. As a standardized consumer product, books have become a product that is very suitable for online shopping because there are no after-sales and other problems. The price advantage of online bookstores is obvious. Xiaoyu, a college student, loves to buy books. She has her own way of choosing between online bookstores and physical bookstores. "When buying books, price plays a large role." Xiaoyu told the author that she usually likes to go to bookstores to choose books so that she can see the content of the books with her own eyes. However, because the prices are getting more and more expensive, there are not many that she actually buys. How many. And if the book you like can be found at a price you like 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 huge discounts in online bookstores have become the reason why many people choose to buy books online. The bold discounts offered by online bookstores are inseparable from the relatively low purchase prices. According to Jia Wenyu, director of the distribution department of the Beijing Book Center of Changjiang Literature and Art Publishing House, the prices offered by publishing houses to online bookstores are generally lower than those in physical bookstores because publishing houses attach great importance to the promotional role of the Internet. Jia Wenyu said: "White-collar workers have a lot of purchasing power, but they don't have time to visit bookstores. The Internet solves this problem very well and also has a good publicity effect." Weng Changshou, associate professor at the School of Journalism, Renmin University of China, believes: "The Internet Bookstores purchase goods through buyout or underwriting, which puts them in a favorable position in price negotiations; as a publisher, they are naturally willing to choose large customers with large purchase volumes and short payment periods." Weng Changshou further explained that in addition to the purchase price. The reason is that the online bookstore itself has no rent costs, no shelf costs, and can operate 24 hours a day, which also reduces costs to a certain extent. In order to promote sales, online bookstores will also sell some hot products at a lower price than the purchase price. The purpose is to attract customers and conduct marketing based on price. Online bookstores are still in their growth stage. Faced with the strong price advantage of online bookstores, is the status of traditional bookstores threatened? Weng Changshou replied: "Compared with physical sales, the Internet is still in the growth stage, and the market share of physical bookstores still dominates." According to Jia Wenyu, online sales only account for 3% of the Beijing Book Center's sales. "Our publisher's books are still mainly best-sellers. Like other publishers' non-best-selling books, online sales may reach 10% or more." Jia Wenyu said. Judging from the publisher's statistics, online bookstores do not account for a high proportion of sales nationwide. Weng Changshou said: "The book sales revenue of one Dangdang is equivalent to that of Beijing Book Building, but there are many big bookstores like Beijing Book Building in China." From a geographical point of view, the current popularity of online bookstores is mainly in In large and medium-sized cities, this is related to the penetration of the Internet. In many small cities in China and areas with underdeveloped logistics, physical bookstores are still the first choice for people to buy books. Judging from the types of books, "Dangdang and Excellence proceed from the corporate strategy. The online bookstore mainly focuses on popular books, professional books on popular majors, and educational books." Weng Changshou introduced that textbooks and guidance books for primary and secondary schools across the country It’s a big cake, but online bookstores haven’t taken a big share yet. Physical bookstores should have their own characteristics. Although from an overall perspective, online bookstores have not had a fatal impact on physical bookstores, people's worries are not unnecessary. Online bookstores not only have a price advantage, but also "effectively solve the problems that physical bookstores cannot overcome, such as limited varieties, limited book display space on shelves, and inconvenience for readers to find books, etc.", allowing massive books to be connected to uncertain readers at any time. Bookstores like traditional hypermarkets strive to be large and comprehensive, but this creates certain difficulties for readers in finding books. And no matter how big a bookstore is, it cannot keep all the books like a library. In this way, out-of-season and non-best-selling books will be difficult to find in physical bookstores. Since the Internet cannot be comprehensive, traditional bookstores should take advantage of opportunities and change their business strategies. "Bookstores that look like hypermarkets are no longer suitable. Bookstores must have their own characteristics and must suit the reading tastes and positioning of the people around them. Not only the types and contents of books, but also the book-purchasing environment and comfort level, etc. Wait." Jia Wenyu said. Small and medium-sized bookstores can develop their own characteristics to attract readers. Bookstores such as Photosynthesis and One-Way Street have more targeted book selections and a good reading atmosphere. They are now very popular among young people. Large bookstores can take advantage of space and change their profit model. "In the future, physical bookstores will not be the current model, but will become cultural malls, just like Paper Tiger." Paper Tiger Bookstore has opened up a comfortable reading area in the store, as well as large-scale leisure and entertainment venues, including restaurants, children's playgrounds, etc., and Lectures, concerts, salons, etc. are held regularly, thus firmly tying consumers to the bookstore. Online bookstores will replace physical bookstores. Jia Wenyu believes: "Online bookstores will replace physical bookstores." Weng Changshou considers from a capital perspective: "If real estate prices continue to rise, online bookstores will replace physical bookstores." In the future, more and more people will use the Internet. More and more people are coming, and the Internet will become more and more popular in small cities in China. Without the limitations of computer skills, geography, etc., 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, paid e-books must be sold online." That is, digital publishing. The realization of digital publishing depends on the change of people's reading habits on the one hand and the development of digital publishing technology, readers and other technologies on the other hand.

Nowadays, older people are not used to reading things on computers, but young people have grown up with computers. As the times change, everyone will have the experience of electronic reading.

(Intern Zhang Yanyan)