The transformation of the publishing industry
Taking place from April 19, 2020 to mid-May, the 2020 National Online Book Fair is held on the e-commerce platform.book365.vnof the Ministry of Information and Communications, directly managed by the Information and Communications Publishing House. The book fair attracted 49 participating publishing units including 24 publishers and 25 major book distribution companies nationwide, with the number of introduced books about 10,000 printed books and access to an e-book warehouse of up to 10,000 books.
In order to contribute to improving people's spiritual life during this Covid-19 epidemic, participating units have simultaneously reduced the cover price by 25% and provided free shipping for all books. Each book sold will also contribute 3% of the value to the Covid-19 prevention and control support fund.
Books are discounted at least 25%
On the basis of developing convenient features to connect readers, the Book Fair also organizes many online exchange events for readers with writers, translators, researchers, businessmen, artists and publishers across the country to share reading culture topics.
The schedule of online discussions with writers is gradually updated on the homepage.
“The 2020 Online Book Fair proves that Vietnam is fully capable of applying 4.0 technology in publishing activities; enhancing connectivity, optimizing distribution costs to the lowest level to support publishers, distributors and readers” - Mr. Tran Chi Dat, Director of the Information & Communication Publishing House shared. “This is also an opportunity for publishing training institutions to learn about the industry’s training needs to innovate and improve the quality of industry human resource training”.
New and different advantages
New compared to the traditional Book Fair format
In response to the Government’s requirements for social distancing to prevent the Covid-19 pandemic, the change in the format of the National Book Fair this year is inevitable. Not only ensuring health safety during the pandemic, the online participation also helps thousands of people avoid the stuffy atmosphere and hot weather during the changing seasons.
Book fairs in previous years always took place in hot, uncomfortable weather.
In addition to the convenience of buying books, online shopping has many other advantages over the traditional offline shopping. The process of ordering books is summarized in 3 steps (select book - order - pay); with just a few clicks, buyers can easily compare and consider between books from different publishers, thereby making the most suitable choice.
“I like the online Book Fair better (than the offline one) because I can stay at home and receive books while still getting free shipping, avoiding the heat,” said Kieu Mai, a young reader in Hanoi. “In addition, when participating in the online Book Fair, I can easily view books from many different publishers to find the book I want, and can compare prices to choose the one that fits my budget.”
In addition, although the annual National Book Fair attracts a large number of participants from young to old, the participants are limited to those living in the city where the Book Fair is held. On the contrary, the online Book Fair participants are not limited, the only condition you need to participate is... having an Internet connection. This is also a good opportunity for young people to get closer to their families during the quarantine period, by showing grandparents and parents how to participate in the online Book Fair.
The purchasing process at book365.vn consists of 3 simple steps: choose book - order - pay
Different from other e-commerce channels
The 2020 National Online Book Fair is not the only place for readers to find publications at attractive prices. There are online book sales channels that are still popular with readers such as Tiki, FAHASA..., or the publishing units themselves also have an online sales channel to serve readers. In fact, the revenue of these online channels during the period of social distancing has increased higher than usual. So what is more attractive to attendees at the National Book Fair than the familiar online book distribution channels?
The first plus point to mention is the synthesis and diversity of books. Online book fairs gather publications from many publishing units, helping readers more conveniently in consulting the book market or comparing prices between publishing units.
The second plus point, maintaining the traditions and characteristics of an offline Book Fair, this year's online Book Fair continues to organize many online exchange/discussion activities with famous figures in the field. At the same time, not only an e-commerce platform, atbook365.vn, official news related to culture, publishing events are also updated on the homepage - this is a completely different point ofbook365.vnCompared with other book selling channels, this channel becomes a reliable and useful address for readers and interested people.
Publishing news is updated on the page.
Third, the interaction between readers and the Online Book Fair is promoted through the "Readers Share" section. Here, readers' book introduction articles will be selected to be posted on the homepage - a difference ofbook365.vncompared to simple book sales channels. Encouraging readers to submit book “reviews” not only helps an individual share their views, but also helps other book buyers have another way to evaluate and evaluate the book they intend to buy.
Readers share section
The final plus point of the Online Book Fair is the 25% discount program with free shipping. Very few online book distribution channels currently offer free shipping for all orders, so this promotion of the Book Fair becomes even more attractive and practical in the current pandemic context.
“What I like most about the book fair is the free shipping program and the 25% discount - compared to offline book fairs, this discount is not as much, but this is an incentive that makes me satisfied” - Nguyen Thi Nhan, a student at the Academy of Journalism and Communication said.
possible and insurmountable limitations
Compared to other online channels, the total number of books sold on the Online Book Fair is much larger, but only includes the most popular and common books of publishing units. Many specialized books, books with special characteristics or less "popular" book lines are not available on the website.book365.vn, if desired, readers still have to search on the official website of the publishing unit.
The best-selling combo "Decoding Yourself" by Kim Dong Publishing House is not sold at the Online Book Fair.
Also because it was the first time changing the format, and in a rushed implementation time, the preparation stage of this year's Book Fair inevitably had many shortcomings. Promotional programs and introductions about the Book Fair were not widespread, not reaching many audiences; the online system ofbook365.vnstill had problems before and during the first days of the Book Fair; the interface ofbook365.vnThe design is simple, although fully functional, it lacks the youthful, joyful and bustling atmosphere that the annual Book Fair has to attract young people and especially children.
“The change in the format of this year’s Book Fair demonstrates 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 interface of the site meets the requirements” - Ms. Ngoc Thuy, Master - Lecturer of the Faculty of Publishing, Academy of Journalism and Communication shared.
Book365.vn homepage interface
The limitations of the online book fair do not only come from the organizers, the publishers themselves also face more difficulties than in previous years, because this is the first time 4.0 technology is applied to the book fair. "Everyone works online, the organization is carried out remotely - which is still very new, so many steps are not smooth" - said Ms. Hoang Thanh Thuy, Head of the Science Book Department of Kim Dong Publishing House.
According to Ms. Thuy, there is a huge disadvantage that the online format cannot meet compared to the traditional format. “The book fair is considered an opportunity for publishers to meet each other and meet customers directly, thereby grasping the publishing market situation and customer needs in an intuitive and comprehensive way. Personally, I prefer the offline format, because no online space can replace meeting in person, observing the readers' attitudes, touching the new pages with my own hands…”.
Traditional book fairs are places where it is easy to record the most genuine reactions of readers.
For readers - those who enjoy the most benefits and conveniences from the online format, there are still some shortcomings that they do not have when participating in this year's Book Fair. "The Book Fair has many good books, but unfortunately I cannot read the books. I hope that at the next Book Fair (if there is one), I will be able to read a part of the book before buying it", Nhan said.
This year’s electronic playground of publishing units has also become… more monotonous compared to the annual book fair. If in previous years, attendees were always surprised, even overwhelmed, by the creativity of the booths - each booth had its own personality and characteristics, now, all the books are displayed on thebook365.vnwith a minimalist and uniform "style".
At traditional book fairs, each booth has its own theme and color.
Some of the limitations encountered in the first organization can be easily overcome, but others seem impossible. Both the organizers and the participants understand that there are many special experiences that cannot be replaced online with the traditional form. Publishers cannot observe readers' reactions; readers cannot read a few lines about the book in advance, cannot feel the quality of the paper, the bright colors on the cover, or the addictive smell of a new book...
Although book fairs always take place in a hot and sunny atmosphere with thousands of people bustling, sometimes jostling, it is also a rare moment when we feel the reading culture running quietly in each person - like a spirit, an emotion that everyone shares and spreads. Those feelings cannot be had when we just quietly interact in front of a computer screen.
integration or tradition?
According to Mr. Tran Chi Dat, after the end of the Book Fair, the Organizing Committee will have specific summaries and assessments to promote the achieved results as well as continue to improve and upgrade.book365.vnto achieve the overall goals of the Book Fair. The Organizing Committee will also coordinate with publishers and book companies to have specific plans and strategies for the next phase, towards the goal.book365.vnbecome a trusted and favorite address for readers when looking to buy books.
In fact, if the limitations can be overcome, the development of online forms will be an opportunity for the entire publishing industry in the 4.0 era. However, traditional forms are not at risk of fading away. "Personally, I am very excited and hope that there will be more online book fairs, but that does not mean that I am not excited about going to offline book fairs" - Nhan shared. "Each book fair has its own mission, what readers need to do is enjoy it".
