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2021海豚传媒合作伙伴共聚 探讨未来“图书的机会”

中国出版传媒商报  2021年3月13日


3 月12 日,2021 海豚传媒合作伙伴发展大会顺利召开,这次会议采取线上直播的方式,以“新时期新商业新思维新征程”为主题,邀请来自全国各地的版权商、印厂、出版社、经销商、专家、媒体以及股东等合作伙伴,云端相聚,共谋新时期下图书行业新的发展机遇与挑战。


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回首2020,受疫情影响,中国图书零售市场码洋规模20年来首次出现负增长。据融合国家出版发行信息公共服务平台的CNONIX 应用示范单位销售数据和商报•奥示“中国出版业市场监测系统”线下ERP数据、线上监测数据的统计,2020年图书零售市场销售码洋同比下降1.71%。但少儿读物市场依然呈现了较强活力,保持了同比增长。线下市场,少儿读物销售同比增长13.87%,市场比重同比上升3.76个百分点;线上市场,少儿读物销售同比增长11.13%,市场比重同比上升2.44个百分点。海豚传媒身处疫情中心,6月1日全员复工后即全面追赶,到2020年底顺利完成年度目标,海豚传媒线下渠道码洋规模始终领先少儿图书市场,线上销售规模也大幅增长。



年度主题演讲

《图书的机会在哪里?》


xinshiqixia,jiatingjiaoyuxiaofeichixuzengqiang、xianshangxianxiaxiaofeimoshironghebingjin,wenjiao、wenlv、wenchuangdechanpinneirongdaronghe,hulianwangdashujuduichubandefunengtaishimingxian,weilaichuban,congneirongdaochanpinshengtaizaidaochanyeshengtai,jiazhiyanshenyouzhewuxiankeneng。gairuherenshichanyejiazhihejiazhichuangzaodeyunyingmoshi,yiyingduishunxiwanbiandehuanjing,zhaodaoxingyefazhandexindongli?


为此,此次大会特别策划了关于《图书的机会在哪里?》的主题演讲,中国出版传媒商报社党委书记、社长、总编辑伍旭升,北京开卷信息技术有限公司副董事长、总裁蒋艳平,海豚传媒董事长、总裁夏顺华以及海豚传媒副总裁安海洋四位嘉宾,分别从不同的视角来分享他们的观察、思考和洞见。


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伍旭升认为,出版正迎来百年未有大变局之“大三文”的大机遇,所谓三文:即指文教、文旅(文创)、文娱。


wuxushengsoujizhenglilezaixianjiaoyu、juminwenjiaoxiaofei、jiatingjiaoyuzhichu、wenlvwenchuangshichang、wangwenyouxiwenyushichang、tushulingshoushichangdexiangguanshuju,xiangyuhuihuobanfenxianglecongzheixieshujuzhongdechudeqishi:ruwenjiaoxiaofeishiyonghengdebudaowengxingye,jiatingjiaoyuxiaofeijiangchixuzengqiang,chengweizhongzhongzhizhong;zaixianjiaoyuqiangjingzengzhang,danlibukaixianxiapeihe;wenlvwenchuangshixianxiaxianshangronghedeweilaixiaofeidawutai;tushuxiaofeidekangyaxingshiyingxingwendingxinggengqiang,yijitushushichangzhendangjiangfuzhaiyushehuixiaofeipinlingshouheshangpinlingshou。


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伍旭升指出,出版要在“三文”中重新审视自己,未来发展,主要融合三文,而不是互联网+,yingyituodawenjiaotuozhandachubandeneihanhewaiyan,tuojianchubandexinshengtai。tebieshishaoerchuban——congchanpindaochanpinshengtaidaochanyeshengtaidaochanyejiazhilianshengtai,jiazhiyanshenyouwuxiankeneng,zhengruhaitunchuanmeiyiyang。dawenjiaobixubangdingdawenlv(dawenchuang)hedawenyu,dazao“sanwen”gongtongti,gongchuang“sanwen”xinjiyu。


erxinshiqixia,miandui“shisiwu”,chubanyeruheyingshierbian、shunshiershang、zaoshierfa,qudejinglideshujuchengguo,zexuyaowomenshenkelinghuiguojiadazhanlve,zhaozhunguihuaduijiedian,maoding12geqiangguo+2gezhongguo(pinganzhongguo、jiankangzhongguo),zhongjianxianxiaxinxin,zhongshikuajieronghe,dazaochubanzengzhangyongdongji。


zuihou,wuxushengcongsangefangmianhuyu“niunianyaoyouniujing”,jiyuleshuyerenjiqiangdexinxin。tazhichu,shaoerchuban,bujinjinshishaoerchuban,ershishaoerchengzhangjiaoyudezaomengzhe、yinlurenhefuwushang。shaoerchubandejiazhilian,juedingletadechanyeliankeyiwuxianzhang,niunianniujingshouxianlaiziyupinpaidezaidingwei、yingxiaodezaiqiangwei、qudaodezaizhanwei、xiaofeidezaishangwei。qici,bixukeji+chuantongjiehe,tarenwei,keji+yongyuanshi+,yejiushiwaizaide,neixindeshixinzhi,shineizaidejingshenfuneng;zhonghuachuantongwenhua+hongsewenhua+xianjinwenhuadezuhe,shiquzhibujiedefukuang,chuangzaoxingzhuanhua、chuangxinxingfazhancaiganggangpoti。erzaixingyechengxinjianshe、quyuxietongfazhandengzuoweichubanfaxing“shisiwu”dezhongyaozhixiangxia,tazehuyu,womenyaomouhezuo,jianlilianghaoshichangtixihejingheshengtai,dazaomingyungongtongti。


会上,蒋艳平也分享了她对《图书的机会在哪里?》的洞见。


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jiangyanpingshouxianjieshiledangqiantushuxingyemianlindezhuduotiaozhan,ruxiaofeishidai,xiaofeizheshijianbugou、chuantongchubanfaxingqiyezhizaizhishuchanpinzhongzhanzhudao、pingtaishangqiangshijiagezhanqinshilirundeng。tarenwei,hulianwangdemudexinghezhixiangxinggoumai,shideshitishudianweizhudaoshiqideduoyuanhuaxiaofei,yuelaiyuejizhongzaishaoshudetoubuchanpinzhong,xinshuxiangyaohuodeguanzhu、huodehaodexiaoliangyuelaiyuenan,zhenggeshichangchengxianchuyingxiaoladongdetedian。daliangyingxiaoziyuanjizhongzaishaoshudepinzhongshang,fengxianjiada,chubandanweizhihaoxuanzefengxianxiaodechanpin,baozhengtouruchanchubi。zheishideshichangshangchuxiandaliangwuxiaopinzhong,xuangaozhepinzhongguimoshidaidejieshu。lingwai,hulianwangdetedianshikandiaoyiqiezhongjianhuanjie,xingyelizhiyouneirongheyonghushiliangduan,qitadoushizhongjianhuanjie。


jiangyanpingtandao,yongyouweilaide,huoshiyongyoubuketidaidejiazhideneirong,huoshiyongyoukeyunyingdeyonghu,huoshiwomenzaixindechanyelianzhongjuyouteshudejiazhi。zaixianzaizheigeniandai,‍‍xiaofeizhedezhuquanbiguoquderenheniandai‍‍douyaoqiangda。xiaofeizhe‍‍goumaitushujinxingyuedudedicengdongjishishenme?‍‍shiweilexueximouxiangjinengde‍‍mudexinggongnengxingyuedu?haishiweileyulehuozhetigaorenwensuyang?zhiyoulijielezheigecainenggouzhongxinlijie‍‍zhenggetushuxingyedejiazhilianheshangyemoshi。


zuihou,jiangyanpingqiangdiao,yaojiaqianghezuo,‍‍heqitadeqiyeyiqi‍‍laizhongsujiazhilian,‍‍dazaoxindeshengtai,‍‍huozhecanyudaoqitaqiyegoujiandexindejiazhilianhexindeshengtaidangzhongqu。‍‍zhiyouzheiyang,‍‍cainenggouzaiweilaidejingzhengdangzhongrengranbaochiyingyoudediwei。


继两位行业嘉宾演讲之后,夏顺华用四组关键词,就会议主题发表了自己的看法。


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关键词一:回归


huiguichuxin,yejiuyiweizhehuiguichanyedegenji,huiguineirong。zhongguoertongjiaoyuchanyedechufadian,shiyiertongdexuyaoweiben,jiachiertongdechengzhang。yiertongweiben,jiubunengbeilirenxinglaitaolunertongjiaoyu,yaojianchi“renben”jiaoyu,yinrenshijiao。xiashunhuarenwei,shouxianyaolejiehaizi,womencaiyouzigequzuoertongchubanheertongjiaoyu。huidaoyichanpinweizhongxindeertongjiaoyuchanye,haochanpinyinggaijianjuneirongchuangyi、yishubaozhuangheguanaiyuedutiyan。


zaiyanjiangzhong,xiashunhuatandaozaoniancanjiayidaliboluoniyashuzhanshi,taduiyuguowaixingshiduoyangdejingmeitongshugandaojingya,20nianhou,haitunchuanmeiyijingnengzuochuyushijiechubanshuipingpingqidechubanwu。xiashunhuahaijieshao,chuleneirongchanpin,haitunchuanmeiqixiayiyou14jiahaitunguojiertongzhijia,shandongde10jiaxiaohaitunshudian,zaishitidianjingyingkunnandeqiantixia,haitunchuanmeijianchizuoertongshudian,jiushijianshouzheyifenchuxin——weileranggengduohaizikandaoyouxiutongshu,jingzhidewanjiaoju,yijiyinshipinertongjiaoyuchanpin。


关键词二:深耕


shengengdedongxishiduiyuchanyedequanshi,xiashunhuarenwei,zaiyonghudangheguojiadedaqiantixia,womengengyinggaiqujianshewomendeguo。kaoshenmejiansheni?shaonianqiangzeguoqiang。zoudao2021nian,shenmeshishaonianqiang,womenshifoucengjingsikaoguo?yinci,zaiqiyejingyingcengmian,yaoyichengzaigukejiazhiheqiyejiazhidechanpinweizhongxin,yichanpinweijishifazhan。haodechanpinyinggaijianjuneirongchuangyi、yishubaozhuangheguanaiyuedutiyan。


关键词三:融合


yigechanyedejueqi,xuyaogenxiangguanliandejigouronghe,baokuoneirongronghe、jishuronghe、qudaoronghe、meitironghe、jiazhilianronghe,yijiansheyigegengpengbodeertongjiaoyuchanyeshengtai。jiazhilianderonghecaishizheigeshidaidexuyao,caishizhenzhengdemaiboyiqitiaodong。xiwangdulizuohuizhe、chubanshang、pinpaishang、yinzhifuwushang、shujufuwushang、qudaoshang、meiti、zhuanjia、daren……womenyiqironghe,yiqilaifuwuchanye,laigoujianzhongguoertongjiaoyudachanyepingtai。


关键词四:荣耀


guanyurongyao,xiashunhuashuo,tayuanyilaigenyixieyoushehuizerenheshimingderen,yiqigongfuipo、yiqigongxiangrongguang。“womenyidingshiaihaizi,womenyidingshiweiguodejueqi,wei20nianyihou,zhongguoyilizaidongfangbubeirenqiling,woyaoqupeiyangyidaiyoushidezhongguobaby,suiranwomenbunengzhizaoxinpian,bunengzhizaofeiji,danshiwomenhuipeiyangyouxiudehaizilaibaoxiaozuguo,zheicaishihaitunhewomensuoyouxiangguanjigoudegongtongshiming”。


zuihou,xiashunhuabiaoshi,zhongguoshuyeyoujihui,tafeichangxiangwangnenggouchaoyuehuanjing、yonglichaotou,badiandiandididexijiezuodegenghao,jinenggouyangwangxingkong,yenengjiaotashidi。haitun“shuangbai”deyuanjing——bainianqiyehebaiyichanzhi,xiwanglianhegengduodehezuohuoban,nengcanyudaogongxiangjiazhiliandechuangzaoyufenxiangzhizhong,goujianzhongguoertongjiaoyudachanyepingtai,dajianchanyedegongxiangpingtai。


基于海豚童书业务一年来的市场表现和与经营成果,安海洋从海豚业务实践的视角,给出了海豚对于图书的机会在哪里的回答。


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anhaiyangbiaoshi,zaigukejiazhishidai,xuyaowomennengchaoyueziwo,huiguidaoxiaofeizhedangzhong,qushizhongmanzutamenduiyuhaochanpindeqiwang、qubashangpinyuxiaofeizhedeguanxicongdancidemaimaibianchenggengzhangjiudegongsheng。


anhaiyangrenwei,chanpinchenggongyouliangdabiaozhun,yishishichangchenggong,ershicaiwuchenggong。haitunzhengzaitansuojianlishichangxuqiuhehexinjishushuangqudongdechanpinkaifamoshi。tongshi,zaixifenshichangyijingchengweishishidehuanjingxia,haitunjiezhuyouzhi、fengfudeneirongziyuan,jijitansuo“1v、4r、3m”dechanpinzengliangkuozhanglujing。xingyedejihuiyelaiziyuwomenduiyuchanyejiazhihejiazhichuangzaodeyunyingmoshidesikao,zheizhongsikaoshiguanzhuqiyezishenhaishiguanzhujiazhiliandejiazhiheqiyezaichanyelianzhongdegongxian。haitunjiangzishendingweiyuquanqiuziyuandezhenghezhehezhongguotongshulingyuchanyejiazhiliandeshejizheheguanlizhe,benzhishangshixiwangtuidongchanyezengzhi、chanyejiazhidezuidahua,bingrangchanyeliantiaoshangdesuoyouhuobandoushouyi。


anhaiyangqiangdiao,xiaolvshikeyichuangzaojiazhide。haitunjiangmiqieguanzhuquanqiuxuantiredianyuqushi,tongguoduixuantideyanjiu,jujiaoyouzhineirongdehezuo;jujiaozhongdianchanpindekaifayuyingxiao,tishengchanpinkaifadexiaolvyujingzhengli,zheliren、huo、chang、neirongsigeyaosudeyunying,jixuzuodatoubuchanpinjiqun;jujiaoyouzhikehudehezuo,tongguo“yikeyice”de“liugeyizengliangmoxing”he“liugebuzhoudegongchuanghezuojizhi”weikehutigongjingxihuadexiaoshoufuwu,shixianxiaolianghechanpindezengliangkuozhang。


haitunyaochengweijubianshidaidelingdaozhe,yifangmianshiyinweiduigukehechanpindeshenkelijie;lingyifangmian,shiyaorangyuelaiyueduodehuobanxietongzaihaituntigongdekaifangshishangyepingtaishang。anhaiyangqidaihaitunyugengduodehuobanshendulianjie,yiqixieshou,gongligukejiazhi,gongchuangmeihaoweilai!


2020年度金海豚奖颁奖典礼荣耀绽放


weidaxie2020nianweihaitunfazhanzuochuzhuoyuegongxiandehezuohuobanmen,cicidahuihaijuxinglejinhaitunbanjiangdianli,tebieshezhizhuoyuebanquanhezuohuobanjiang、zhuoyueyinzhihezuohuobanjiang、jiechujingxiaohezuohuobanjiang、feiyuejingxiaohezuohuobanjiang、zhuoyuejingxiaohezuohuobanjiang。


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2021海豚传媒

重点产品及营销资源发布会


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huishou2020,yiqingjiasutuidongzhetushuxingyexianghulianwangqianyidejincheng。jingjixinchangtaixia,guojiagdpzengsufanghuan,renkouhonglidexiaotuitongbufasheng。erzaimeitihequdaoliangduan,junchuxianlepingtaiyusuipiandejusanboyi。tongshi,wuxiandeneirongyushangpin,zirandaoxiangshejiaohuadexinxiliuzhuan,butongdemeiti、qudao,yuduoyangdeshejiaoxingshi、quanceng,jiaozhixingchengkongqianfuzadongtaidechuanboyuxiaoshougeju。yingxiaosuomianlindeyifeichuanbohuozhuanhuadanyimingtidediaozheng,ershiduogehexinbianhuadediejiachongji,xindeluojiyumoshiziranchengweitansuofangxiang。


xindeyingxiaohuanjingxia,haitunjiangyizenyangdexinmubiao、xinchanpin、xinsiweihexinziyuan,weikehuheyonghudailaijiazhidegongxiangyugongying?12rixiawu,haitunchuanmeidejiuweibianjiheyingxiaohuobandui2021zhongdianchanpinheyingxiaoziyuanjinxinglefabu。


bingcheng“quanqiushiye、jingpinchuban、pinpaijingying”defazhanzhanlve,haitunjianchiyiertongweiben、kexuechuban,chendianlehenduoyouzhidechanpinxianhechanpin。cicifabuhuishang,haitundiyou、wenxue、yingyu、kepu、manwei、huibengechanpinxiandezhongbangchanpinyijixinpinyiyiliangxiang,huodeyuhuihuobandezhongdianguanzhu。


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zuihou,haitunchuanmeishichangzongjianchenxiaohexiaoshougongsizongjingliaizhaofenbiejieshaolehaitunchuanmei2021niandeshichangyingxiaohexiaoshoufuwuguihua。chenxiaozhichu,shichangyingxiaojinruyiyonghuweizhongxin,yishejiaohuaweizhongxindequanqudaosiwei:quantianhoudeshijianxian,quanqudaodekongjianxian,quanchangjingdehudongtiyan。yiyonghuweizhongxin,jizenglianghuokehecunlianghuokeshuanglunqudong,quanzhouqishenruwajueyonghujiazhi。yishejiaohuaweizhongxin,jiushiyongshejiaoxinxineirongyingxiangxiaofeijuece,yongshejiaodeshangpinhefuwuyingxiangxiaofeichudian、changjinghetiyan。2021nian,haitunchuanmeideshichangyingxiaohuiweiraoyingxiangren、maihaohuohepanhuochangsanfangmianlaikaizhanxinyingxiaodeshijian,chixufangdahaitunpinpaideyingxiangli,funengqudaohuoban,zhulihuobanmendeshengyitisheng。


zaixiaoshoufuwufangmian,‍‍aizhaotandao,2021nian,haitun‍jiangyikehuweizhongxin,‍‍jianli“6geyi”jingxifuwu‍‍moxing,ji“‍‍‍‍yikehu”‍‍、“yichanpin”、“‍‍yicelve”、‍‍“yicaiwumoxing”、‍‍“yituandui”、“yijili”。aizhaobiaoshi,2021nian,haituntiaozhan19yimayangmubiao‍‍,yaoshixian‍‍6geyidezengliang,‍‍xuyaogeweihezuohuobandedinglizhichi;tongshiyexuyaojianli‍‍gengjiaronghe、‍‍gengjiashuangyingdehezuoguanxi。



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