Some observations on the online book fair after 3 days of opening.

The transformation of the publishing industry.

Taking place from April 19, 2020 to mid-May, the National Online Book Fair 2020 was held on an e-commerce platform.book365.vnThe book fair is organized by the Ministry of Information and Communications and directly managed by the Information and Communications Publishing House. It attracts 49 participating publishing units, including 24 publishing houses and 25 major book distribution companies nationwide, showcasing approximately 10,000 printed books and providing access to an e-book library of up to 10,000 titles.

To help improve people's well-being during the Covid-19 pandemic, participating organizations are offering a 25% discount on the cover price and free shipping for all books. For each book sold, 3% of its value will be donated to the Covid-19 prevention and control fund.

Building on the development of convenient features to connect readers, the Book Fair also organizes many online events for readers to interact with writers, translators, researchers, entrepreneurs, artists, and publishing professionals nationwide to share topics related to reading culture.

“The 2020 Online Book Fair proves that Vietnam can fully apply Industry 4.0 technology in publishing activities; enhancing connectivity and optimizing distribution costs to the lowest level to support publishers, distributors, and readers,” shared Mr. Tran Chi Dat, Director of the Information & Communications Publishing House. “This is also an opportunity for publishing training institutions to understand the industry’s training needs in order to innovate and improve the quality of human resource training in the industry.”

New and distinctive advantages

A novel approach compared to traditional book fairs.

Given the government's requirements for social distancing to prevent the spread of Covid-19, changing the format of this year's National Book Fair is inevitable. Not only does it ensure health safety during the pandemic, but online participation also helps thousands of people avoid the stuffy atmosphere and hot weather of the transitional seasons.

Besides the convenience of buying books online, there are many other advantages compared to traditional offline methods. The book ordering process is streamlined into three steps (select book - place order - payment); with just a few clicks, buyers can easily compare and consider books from different publishers, thus making the most suitable choice.

“I prefer online book fairs (compared to offline ones) because I can receive books at home with free shipping, avoiding the heat,” said Kieu Mai, a young reader in Hanoi. “Additionally, participating in online book fairs makes it easy for me to browse books from many different publishers to find the one I want, and I can compare prices to choose one that fits my budget.”

Furthermore, while the annual National Book Fair attracts a large number of attendees of all ages, the participants are limited to those living in the city where the fair is held. In contrast, the online book fair has no such restrictions; the only requirement is an internet connection. This is also a suitable opportunity for young people to connect with their families during quarantine by showing their grandparents and parents how to participate in the online book fair together.

Unlike other e-commerce channels

The 2020 National Online Book Fair isn't the only place for readers to find publications at attractive prices. There are other popular online bookstores like Tiki and FAHASA, and publishers themselves also have online sales channels to serve readers. In fact, the revenue of these online channels increased significantly during the social distancing period. So, what makes the National Book Fair more attractive to attendees compared to these familiar online book distribution channels?

The first advantage worth mentioning is the comprehensive and diverse selection of books. Online book fairs bring together publications from many publishing houses, making it easier for readers to explore the book market and compare prices between different distributors.

Secondly, while maintaining the traditions and characteristics of an offline book fair, this year's online book fair continues to organize many online interactive activities/discussions with famous figures in the field. Furthermore, it's not just an e-commerce platform; atbook365.vnMainstream news related to culture and publishing events are also updated on the homepage - this is a completely different feature frombook365.vnCompared to other channels that simply sell books, this makes it a reliable and useful resource for readers and those interested.

Thirdly, interaction between readers and the online book fair is fostered through the "Reader Sharing" section. Here, readers' book recommendations will be selected and published on the homepage – a unique feature of the event.book365.vnCompared to traditional book sales channels, encouraging readers to submit book reviews not only allows individuals to share their perspectives but also provides other book buyers with an additional way to assess and evaluate the books they intend to purchase.

The final advantage of the online book fair is the 25% discount and free shipping. Very few online book retailers currently offer free shipping on all orders, making this offer even more attractive and practical in the current pandemic context.

“What I liked most about the book fair was the free shipping program and the 25% discount – compared to offline book fairs, this discount isn't as much, but it's a benefit that I'm very satisfied with,” said Nguyen Thi Nhan, a student at the Academy of Journalism and Communication.

limitations that can and cannot be overcome

Compared to other online channels, the total number of books sold on online book fairs is significantly higher, but it only includes the most popular and widely read books from various publishers. Many specialized books, books with unique characteristics, or less well-known series are not available on these platforms.book365.vnIf they wish, readers will still have to search on the publisher's official website.

Because it was the first time the format had been changed, and the preparation for this year's Book Fair was carried out under tight deadlines, there were inevitably many shortcomings. The promotional and introductory programs for the Book Fair were not widespread enough and did not reach a large audience; the online system...book365.vnThere were still problems before and during the first few days of the Book Fair; the interface ofbook365.vnThe design is simple, and although it's fully functional, it lacks the youthful, cheerful, and lively atmosphere that annual book fairs usually have to attract young people, especially children.

“The change in the format of this year's Book Fair reflects the great efforts of the publishing industry in the face of the unpredictable developments of the pandemic. Because it was built in such a short time, I personally think the current website interface is already satisfactory,” shared Ms. Ngoc Thuy, Master's degree holder and lecturer in the Publishing Department, Academy of Journalism and Communication.

The limitations of the online book fair don't just stem from the organizers; publishers themselves are facing more difficulties than in previous years, as this is the first time applying Industry 4.0 technology to a book fair. "Everyone is working online, and the organization is being done remotely – something very new – so many processes aren't yet running smoothly," said Ms. Hoang Thanh Thuy, Head of the Science Books Department at Kim Dong Publishing House.

According to Ms. Thuy, there is a significant disadvantage that the online format cannot address compared to the traditional format. “Book fairs are traditionally considered an opportunity for publishers to meet each other and clients in person, thereby gaining a comprehensive and visual understanding of the publishing market and customer needs. Personally, I prefer the offline format because no online space can replace meeting in person, observing readers' attitudes, and physically touching new pages…”

For readers – who benefit most from the convenience of online platforms – there are still some shortcomings they missed when participating in this year's Book Fair. "The Book Fair has so many great books, but unfortunately, I couldn't preview them. I hope that at the next Book Fair (if there is one), I'll be able to preview a portion of the books before buying them," said Nhàn.

This year's online marketplace for publishers has also become… more monotonous compared to previous annual book fairs. While in previous years attendees were always surprised, even overwhelmed, by the creativity of the booths – each with its own personality and characteristics – now, all books are sold online.book365.vnwith a minimalist and uniform "style".

Some limitations encountered in the first edition could be easily overcome, but others seemed insurmountable. Both the organizers and the participants understood that there were many unique experiences that online couldn't replace with traditional formats. Publishers couldn't observe readers' reactions; readers couldn't get a glimpse of the book beforehand, couldn't personally feel the paper quality, the vibrant colors on the cover, or the addictive scent of a new book...

Although book fairs always take place in hot weather and are crowded with thousands of people, sometimes even jostling, they are also rare moments when we can feel the reading culture simmering within each of us – like a spirit, an emotion that everyone shares and spreads. These feelings are impossible to experience when we are simply interacting silently in front of a computer screen.

Integration or tradition?

According to Mr. Tran Chi Dat, after the Book Fair concludes, the Organizing Committee will conduct a thorough review and evaluation to build upon the achievements and continue to improve and upgrade the event.book365.vnIn order to achieve the overarching goals of the Book Fair, the Organizing Committee will also coordinate with publishers and book companies, developing specific plans and strategies for the next phase, aiming towards the following objectives.book365.vnIt has become a trusted and favorite destination for readers when looking to buy books.

In fact, if the limitations can be overcome, the development of online publishing will be an opportunity for the entire publishing industry in the 4.0 era. However, traditional forms of publishing are not at risk of disappearing. "Personally, I am very excited and hopeful for more online book fairs, but that doesn't mean I'm not excited about attending offline book fairs," shared Nhan. "Each book fair has its own mission; what readers need to do is enjoy it."

Lan Oanh