【周刊提前读】深度：图书行业如何抵制电商极至低价

Every major round of e-commerce competition often uses books to attract customers due to their low cost and high consumer purchase frequency. This year’s “618” shopping festival is no different, but it's marked by intensifying disagreements between publishers and JD.com, one of China's leading e-commerce platforms. [para. 1]

The conflict became evident when many planned book discounts disappeared from users' JD.com carts as the promotion began. This was due to numerous publishers refusing to supply books under JD.com’s required steep discount terms. [para. 2][para. 3]

Specifically, over 50 major publishers, supported by organizations like the Shanghai Publishing Business Management Association, issued public statements opposing JD.com's request to settle book sales at 20-30% of the list price, a reduction from the previous 45%. This rate would just cover the cost, leaving no margin for profits in a market strained by competition and rising costs. [para. 5][para. 6]

Publishers claim that if they don’t comply, JD.com threatens to withhold past due payments. Despite this, JD.com continued discounting books already in stock, effectively sidestepping the boycott. This tactic has led to a deepening divide between JD.com and the publishing industry. [para. 7]

Historically, such confrontations between publishers and e-commerce firms are rare, and recent moves by JD.com have stirred significant industry resistance. Led by figures like Shen Haobo of Motie Books, publishers are pushing back harder against JD.com's lasting influence on book prices. [para. 8][para. 9]

Books often serve as battlegrounds for e-commerce price wars due to their high standardization and frequent consumer interest. This tradition of discounting can be traced back to early price wars among platforms like Amazon, JD.com, and Dangdang, which have conditioned consumers to expect significant discounts. [para. 10][para. 11]

The book market's pricing turmoil has a direct financial impact. Despite increasing list prices, the actual sales revenue has been declining since 2020 due to deeper discounts. Rising paper costs further erode profits. [para. 12][para. 13][para. 14]

Faced with weak performance and a shrinking market, publishers use tactics like “high list price, low discount” to bypass price cuts and maintain profitability. This has led to an inflationary effect on the marked price of books, while actual seller revenue declines. [para. 15][para. 16]

Children’s books, the largest segment by sales, have been hit hardest by these price wars. The influx of low-cost imitations and influencer-driven content decisions lead to poor-quality products and escalated operational risks for legitimate publishers. [para. 19][para. 20]

E-commerce platforms exacerbate issues through price manipulation. Despite efforts by publishers to self-regulate through platforms like Douyin that offer more control over pricing, competition continues to drive down prices. [para. 26][para. 27][para. 28][para. 30]

The shift towards direct sales via platforms like Douyin is becoming crucial for publishers to reclaim pricing power. These platforms' influence has grown significantly since the COVID-19 pandemic, offering a viable alternative to traditional e-commerce. [para. 34][para. 35]

Live-streamed book sales on Douyin also present opportunities but come with challenges like short sales cycles and maintaining content quality. Successful figures like Dong Yuhui exemplify how e-commerce can align with genuine content, driving substantial book sales without severe discounts. [para. 36][para. 39][para. 40]

Publishers investing in direct livestream sales can better manage profits while engaging consumers meaningfully. This shift also highlights the impact of strategic, content-driven marketing over purely price-based competition. [para. 49][para. 50]

Despite these efforts, piracy remains a significant challenge. Platforms like Pinduoduo, with lenient policies on counterfeit books, force publishers into constant battles against piracy, draining their resources and affecting overall profitability. [para. 51][para. 57]

The ongoing struggle between maintaining fair book pricing and adhering to e-commerce platform demands is complex. Publishers are pushing back against predatory discount practices, advocating for regulatory intervention to stabilize the market. However, with e-commerce platforms influential in driving sales and book availability, finding a balanced resolution remains crucial but elusive. [para. 61][para. 62][para. 63]