It's back-to-school season again, and bookstores across China are not only ensuring timely delivery of textbooks before classes begin but also launching timely marketing campaigns targeting students. The focus extends beyond book retail, with a wide array of offerings including cultural and creative products, learning supplies, course service packages, and recommended reading lists. Bookstores are not limited to being the sole sales venues either; they are stepping out of their premises and entering campuses to provide more direct and efficient services through campus bookstores. Moreover, offline operations are not the only business frontiers, as online book purchasing platforms are strengthening their promotional efforts and utilizing various new media channels.
BookDao has collected and compiled a variety of back-to-school campaign proposals from several bookstores (listed in the order of their receipt), showcasing a diverse range of approaches and ideas.
Shandong Xinhua: Boosting Traffic and Efficiency, Making Back-to-School Marketing "Lively"
The back-to-school season is a crucial period for physical bookstores to attract more customers and boost sales. To seize the marketing opportunities and create a lively atmosphere during the autumn back-to-school season, Shandong Xinhua Bookstore Group has launched the "Hello, New Semester" themed marketing campaign. All Xinhua bookstores across Shandong province are making full use of this prime marketing period, both in-store and online, by implementing a variety of engaging activities to meet the learning and reading needs of students and teachers.
1. In-store and Out-of-store Synchronized Promotion, Expanding Cultural Service Range
To ensure a continuous supply and avoid stockouts during the back-to-school period, Shandong Xinhua Bookstore actively prepares inventory. Each store sets up various themed display booths, such as essential reference books and study materials for different grade levels and target groups, to stimulate readers' enthusiasm for book purchases. In addition to in-store promotions, Xinhua bookstores throughout Shandong province are stepping out of their premises and utilizing the platform of campus bookstores, selecting reference books and teaching aids for middle and high school students, and providing quality cultural services. For example, the Liaocheng branch actively organizes a volunteer service team consisting of young employees, selects teaching aids, reference books, and more, and conducts "Bookish Campus Tour, Leading the New Semester" book sales activities in various school campuses. Through recommending good books to teachers and new students, promoting through online book purchasing platforms, and other means, they comprehensively enhance book sales and further meet the cultural and reading needs of teachers and students.
2. Dual Focus on Online and Offline Channels, Enhancing Store Sales Performance
While conducting in-store promotions, Xinhua bookstores across Shandong province are utilizing online channels to boost sales during the back-to-school season. For example, the Dezhou branch combines the marketing golden periods of summer and back-to-school seasons, synchronizing the marketing strategies. They conduct time-limited discounts of 20% off for educational books, recommend must-read books for primary and secondary schools, and ensure ample stock of various books, such as modern Chinese dictionaries, Oxford advanced English-Chinese dictionaries, essential handbooks for high school Chinese, commonly used dictionaries of classical Chinese characters, and various calligraphy exercise books. They set up dedicated book sections to achieve the desired marketing effects for the back-to-school season. They also establish "Group Leader Dispatch Groups" online, with the theme of "Empowering the Back-to-School Season, Leading the New Semester," select relevant books for the back-to-school season, and make use of "Xinhua Happy Shopping List + Fast Group Buying + Community" in the form of "copywriting + links" to fully promote and sell primary and secondary school teaching aids and reading books through social communities.
Hubei Xinhua: Summer Vacation, Back-to-School Season, and Mid-Autumn Festival Combined
To seize the sales opportunities during the summer vacation and back-to-school season, and to provide early services for the peak sales season, meeting the needs of readers, Hubei Xinhua conducted a themed marketing campaign titled "Ignite the Dream, Set Sail for the New Semester" from August 15th to September 30th in its chain stores and campus outlets throughout Hubei province. This campaign aimed to promote product sales during the summer and autumn back-to-school season.
1. Key Store Visual Merchandising
1.1 Deepening the Development of the Beiyue Learning Center Experience Zone
Taking advantage of the operation of the group's business platform and aiming to serve elementary and secondary education, teaching, and student learning throughout the province, Hubei Xinhua integrates the online platform of Xinhua bookstores and the physical store space advantages. With the existing activity scenes and brand resources of Hubei Xinhua, a "Beiyue Learning Center Experience Zone" is being created in the central area of physical stores throughout Hubei province, using books as a medium and providing a "one-stop" learning solution. The Beiyue Learning Center continuously enriches the forms of themed activities and conducts a series of activities centered around six major student abilities, including listening, speaking, reading, writing, practicing, and performing. An online themed zone is established to provide comprehensive cultural services such as online sharing and thematic recommendations, becoming a new learning space that integrates learning needs, thematic communication, and educational companionship.
1.2 "Back-to-School Fueling Station": Themed Books and Diverse Display Booths
During the campaign period, chain stores and campus bookstores in various locations plan and prepare for "essential books for new students," "books + stationery," "tool book sets," "teaching aid sets," "English sets," and "graded reading sets" based on local sales demands, creating a "Back-to-School Fueling Station" in the Beiyue Learning Center.
1.3 Promotion of Teaching Aids and Reference Books with the theme "You Start School, I Lower the Prices"
Starting from August 15th, a promotion zone for high school teaching aids and reference books is set up to meet the early learning needs of high school students. From August 25th, a promotion zone for teaching aids and reference books for primary and secondary schools is introduced. Chain stores and campus bookstores offer an 15% discount on teaching aids and reference books from various publishers based on their own activities and actual situations. Additionally, each store formulates marketing plans according to their specific circumstances, combining book purchases with stationery giveaways or providing extra books with the purchase of calligraphy exercise books, planning back-to-school gift packages with multiple purchase incentives.
2. Back-to-School Season Book Fair for the Benefit of the Public
2.1 Actively Conducting Mobile Book Fairs
The Hubei provincial subsidiaries seize the opportunity of the back-to-school season to expand their off-site business and supplement the sales of chain stores. Chain stores and campus bookstores can proactively set up "Xinhua Bookstore mobile service points" at school entrances, assisting schools with registration guidance, distributing promotional materials from the store, giving away masks, providing water, and arranging personnel to form mobile teams. They conduct off-site promotions by going to teaching buildings and registration points to distribute promotional materials, introduce the location and activities of campus bookstores, actively promote online microstores, membership, and adding parents' WeChat accounts to facilitate later payment by parents and allow students to directly collect books in preparation. At the same time, they provide door-to-door book delivery services for students, parents, and schools.
2.2 Proactively Conducting Teaching Aid Sampling and Recommendations
During the pre-back-to-school period, all bookstores in Hubei Xinhua actively recommend teaching aids, reference books, and book sets to subject teachers, and disseminate marketing policies for teaching aids, reference books, and book sets. Encourage teachers to recommend them to students and strive for teaching aid group orders. Chain stores actively utilize social media and microstores to provide daily recommendations, answer parents' questions, and offer book pre-order services. They distribute back-to-school season book recommendation posters and limited-time discount coupons to attract customers to visit the stores.
3. Store Traffic-Driving Activities
3.1 "Back-to-School GO Wild" Community Chain Benefit
Each store relies on the student community of the "Beiyue Learning Center" and initiates a limited-time chain benefit activity called "Back-to-School GO Wild" from September 1st to 3rd within communities with more than 200 members. During the activity period, from 9:00 to 11:00 daily, a "Spend 100 and Get 40 Off, Unlimited Stacking" chain activity is launched. Readers participate in the online chain by filling in their names, and they can enjoy this discount by making a purchase in-store on the same day.
3.2 "New Semester, New Challenge" 30-Second Puzzle Game with Rewards
The store prints scrambled Chinese idioms or ancient poetry characters and places them in disorder. Customers entering the store can participate in a 30-second puzzle game challenge to guess the words. For each correct answer, they can receive a 3 yuan discount for book purchases. Two correct answers can earn a 5 yuan discount, and three or more correct answers can earn an 8 yuan discount. The discounts can be used on the same day of purchase, adding fun and excitement to the on-site activities through this challenging and rewarding format.
4. Cultural Activities
4.1 "First Lesson of the School Year" Reading and Book Sharing Event
Campus stores and central stores can invite students and teachers to gather in-store to watch the CCTV program "First Lesson of the School Year," where teachers share their summer reading lists and provide reading guidance to students. Meanwhile, students can share their holiday experiences, insights gained from books, and recite their favorite excerpts. Through book sharing, participants can broaden their horizons, accumulate knowledge, and improve their expressive abilities, embracing the new semester with vitality.
4.2 "Blooming with the Pen, Gratefulness to Teachers" Teacher's Day Themed Joyful Reading Event
During Teacher's Day from September 9th to September 10th, a DIY gratitude card activity will be held, inviting students to personally create greeting cards in-store. They can meticulously write sincere wishes for their teachers. This activity allows students to deeply appreciate the guidance and teachings of their teachers, while teachers can genuinely feel the students' heartfelt gratitude, fostering a culture of respecting and valuing teachers.
4.3 "Full Moon, Reunion Talks" Mid-Autumn Festival Themed Joyful Reading Event
From September 23rd to September 30th, taking advantage of the Mid-Autumn Festival, a reading event themed "Full Moon, Reunion Talks" and "Sending Love on Mid-Autumn" will be organized in-store, featuring traditional cultural books or selected poetry. Readers can recite excerpts or poems, share stories about the Mid-Autumn Festival, exchange their impressions of the festival, or engage in creative activities related to the festival. Customary practices such as enjoying osmanthus wine can be incorporated based on actual circumstances.
5. Key Book Reading Activities
5.1 "Xinhua Bookstore Cup" Summer Vacation Reading & Calligraphy Contest
According to the previously issued "Notice on Organizing the 2023 'Xinhua Bookstore Cup: Summer Vacation Reading' Activity" and the event plan, central stores and county-level stores throughout Hubei province set up "Summer Vacation Reading" themed exhibition booths in prime locations. They also promoted related supporting activities to ensure comprehensive coverage of the event. During the event, active use of official WeChat accounts and social media platforms were made to widely disseminate the event information. Through community groups, live streaming, and other channels, promotional recommendations based on the event book list were provided. Efforts also were made to publicize and collect entries for accompanying essay, recitation, and calligraphy competitions.
5.2 21-Day Reading Marathon
To cultivate a lasting reading habit among young people, leveraging the existing event scenes and book resources of Hubei Xinhua Bookstore, efforts were made to seek support and promote the event through various women's federations across Hubei Province. All chain stores in the province have launched a 58 yuan "Joyful Reading" 21-Day Borrowing Card for the "21-Day Reading Marathon." Combining the "Joyful Reading" picture book borrowing mechanism and the format of the "Seeds of Reading" activity, a series of guided and diverse shared reading activities were provided for parents and families. These activities involved sharing tips on reading with children, book selection, and reading methods.
6. Online Activities
6.1 "Dream Ignition Back-to-School Season" Member Coupons
All stores that are part of the Hubei provincial membership system can offer exclusive member coupons to their registered members. The headquarters provides coupons with different denominations, including discounts of 80 yuan for purchases over 288 yuan, 40 yuan for purchases over 168 yuan, 18 yuan for purchases over 88 yuan, and 5 yuan for purchases over 28 yuan. These coupons are limited to the book category and can be claimed and used between September 1st and September 30th.
6.2 "Young China Geography" Back-to-School Season Special Recommendation
During the event, all chain stores have organized a "Back-to-School Season Special Recommendation" centered around the book series "Young China Geography" (priced at 698 yuan).
Guangdong Xinhua: Fresh Start, Back-to-School Gifts
In the autumn of 2023, Guangdong Xinhua Distribution Group has planned a series of marketing activities with the theme "Fresh Start, Back-to-School Gifts." These activities are carried out across Guangdong province in central stores, brand bookstores, and campus bookstores through various methods such as offline discounts, online coupon distribution, and initiating discussions on the Xiaohongshu platform.
For offline physical stores, Guangdong Xinhua Distribution Group focuses on launching promotional activities for stationery and good books under the theme "Fresh Start, Back-to-School Gifts." For example, there is an 15% discount on individual essential stationery items, an 20% discount on "New High School" essential reference books, a 25% discount on designated books from the "Next Generation" series and children's books, a fixed price for designated books from Qingdao Publishing House and Jiangxi University Press, a buy-and-get promotion for designated books from Yueduji, and a buy-two-get-one-free offer for designated books from Jiangxi University Press.
During the back-to-school season, readers who visit the store can receive a free "Fresh Start, Back-to-School Gifts" essential checklist, providing them with references for selecting new learning equipment. Additionally, they can participate in the "Guangdong Xinhua Back-to-School Season" check-in challenge on Xiaohongshu, where they can share their back-to-school declaration along with pictures of Guangdong Xinhua bookstores using hashtag and tagging. By doing so, they have a chance to win a 100 yuan back-to-school fund reward.
Furthermore, on the online platform "Tongdu Online" by Guangdong Xinhua, they are running the "Valuable Purchase, Autumn Back-to-School Benefits" campaign. Readers can use 1-5 yuan to exchange for 5-60 yuan worth of discount coupons, allowing them to enjoy cumulative book purchase discounts.
Hebei Xinhua: Books + Stationery + Cultural and Creative Products, Synchronized Marketing across 176 Online Stores
During the back-to-school season, Hebei Xinhua Bookstore integrates cooperative resources and selects party and government-themed books, reading books, and local edition books to create a featured recommended book list for the back-to-school season. They plan thematic reading activities and implement integrated online and offline marketing strategies to boost store sales.
First: Planning and conducting the marketing campaign for the theme publications "Embrace Ideology, Strengthen Party Spirit, Emphasize Practice, and Achieve New Accomplishments." The campaign focuses on the study materials related to the theme education in 2023. Prominent displays of the theme publications are set up in significant locations within all stores across Hebei province. Additionally, thematic learning and sharing sessions are organized to deeply comprehend the core principles, spiritual essence, rich connotations, and practical requirements of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era.
Second: The back-to-school season themed exhibition and sales event titled "'Double Strive' with Me, Bookish Hebei." Various levels of stores create dedicated activity zones, with an emphasis on well-arranged book displays. Specially assigned personnel are responsible for introducing the showcased items. Different combinations such as "Books + Stationery + Cultural and Creative Products," "Books + Reading Activity Vouchers," and "Books + Membership Benefits" are selected to form back-to-school packages, promoting book sales.
Third: Highlighting the marketing of local edition books. Excellent and marketable varieties of local edition books are carefully selected and displayed on special exhibition stands within the stores. Authors of local edition books are invited to conduct "Prominent Figures Assisting Growth" reading and sharing sessions at schools, promoting the publicity and sales of local edition books.
Fourth: Store-themed reading activities. High-quality popular science books and picture book courses are recommended for conducting theme reading activities at Xinhua Exploration Museum and Xinhua Little Orange Lantern Picture Book Library. By combining books with reading activities, these events attract customers to the stores.
Fifth: Promoting author growth activities. Authors such as Cao Wenxuan, Guan Renshan, Liu Dianbo, and Pan Liang are invited to participate in meet-and-greet sessions, book launch events, and school sharing sessions at the stores. Through these activities, authors share their experiences in book creation and the value of reading, inspiring reading interest among young students and contributing to campus cultural development.
Sixth: Online marketing efforts. The 176 online stores of Xinhua Select Mall collaborate synchronously with offline stores to carry out theme-based marketing. Each online store sets up dedicated sections for theme publications, back-to-school season discounts, and local edition books. Various electronic discount coupons with attractive offers are distributed. Readers can easily enjoy convenient shopping by combining the discounts with coupon usage, following the process of "collecting coupons, selecting books, and placing orders."
Henan Xinhua: The Most Beautiful Sound of Reading - Cheer up, Back-to-School Season!
With the new semester approaching, Henan Xinhua Bookstore aims to meet the reading and learning needs of primary and secondary school students across Henan province. To boost sales of general books and cultural and creative products in all stores to new heights, they have planned and launched the themed activity "Cheer up, Back-to-School Season!"
1. "The Most Beautiful Sound of Reading - Cheer up, Back-to-School Season" Book and Cultural Creative Exhibition
Event Duration: August 26th - September 10th
Event Requirements:
Centered around the hot topic of "Back-to-School," each store will concentrate on displaying various student essentials (including books, cultural and creative products, and daily necessities) in the main areas of the store, creating a back-to-school equipment exhibition featuring "Books + Cultural Creative Products + Daily Necessities." The layout of the exhibition area should blend naturally with the surrounding business formats. When setting up the exhibition area, attention should be paid to the soft furnishing design and the creation of a vibrant "Back-to-School" atmosphere, attracting readers with strong visual effects. Based on local student demands, prepare a variety of popular reference books suitable for different grade levels. Additionally, refer to the book selection and stocking recommendations from the distribution group's Book Procurement Chain Division's "Back-to-School Season" booklist. Conduct in-depth research on student needs and enrich the variety of cultural and creative products and daily necessities through the product catalogs for the back-to-school season provided by the Cultural Creative Department and self-procurement. Each store will also carry out various promotional activities, such as discounts, gifts with purchase, and card refunds.
2. Back-to-School Season Campus Visitation Activities
Event Duration: August 26th - September 30th
During the back-to-school season, each store will conduct at least one "Campus Visitation" activity. Prior preparations should include stocking activity-related merchandise, mainly consisting of various educational materials, reference books, reading books, stationery, cultural and creative products, and daily necessities that are suitable and interesting for teachers and young students. Actively coordinate author signings on campus. It is reported that dozens of renowned authors have expressed their intention to collaborate with Henan Xinhua for these events.
3. Xinhua Young Readers Club "Cheer up, Back-to-School Season" Writing Enhancement Training
Event Duration: August 23rd - 28th, Online Writing Training
For seven consecutive days, daily writing training will be conducted through the reading communities of each store. Readers will have the opportunity to learn from expert writing videos/live courses. Simultaneously, various content will be provided, including essay submissions, morning readings of excellent articles, in-depth explanations of idioms and stories, bedtime story sharing, and other diverse materials (readers can choose their own or use materials provided by the headquarters) to organize learning and improvement. Online check-ins will be conducted through the "Citizen Culture Cloud" mini-program, which will have a dedicated section for the event. Readers participating in the event will also participate in a 7-day online reading check-in. They can choose reading materials from the "Cheer up, Back-to-School Season" event section, add background music, record their audio, and share their work on their social media moments. They will then take a screenshot and post it in their respective communities as proof of check-in for the day.
Offline activities will be organized after the completion of online courses and reading check-ins. Each store will use the Xinhua Bookstore's shared reading space, "Shuxiang Henan," to conduct activities such as reading and discussing excellent articles, sharing writing techniques, idiom chain competitions, reading competitions, or award ceremonies to promote reading and exchange. High-quality activities will be live-streamed on platforms such as Citizen Culture Cloud and Weibo using the hashtag #XinhuaYoungReadersClub#.
In terms of rewards, the distribution group will select outstanding organizing stores based on the effects of community expansion, participation, and activity organization to provide appropriate incentives and rewards. At the end of the event, electronic graduation certificates will be awarded to readers who consistently participated in the check-ins.
4. "Beautiful Reading Voices" Normalized Brand Activity
Stores will collaborate with external organizations to carry out reading co-construction activities. This will involve recruiting reading promotion personnel, renowned teachers, experts, long-term participants in reading events, organizers of reading activities, as well as bookstore staff with event organization abilities. Together, they will form the "Beautiful Reading Voices" Reading Volunteer Service Team and Lecture Team. They will fully utilize the reading communities and the shared reading space "Shuxiang Henan" to engage in reading sharing, public welfare classes, book recommendations, theoretical policy promotion, and other lecture activities in schools, New Era Civilization Practice Centers, government offices, communities, and the military.
Each store will promote monthly recommended reading lists through recorded book recommendation videos online. Readers can independently choose any book (or set of books) from the recommended reading list of the month for promotion and endorsement. Each store will ensure an adequate stock of books from the recommended reading list, create themed display stands, and carry out promotional activities.
Chongqing Xinhua: Multiple Activities to Support Personalized Book Purchasing Services
As the back-to-school season approaches, which is a prime sales season for the industry, Chongqing Xinhua attaches great importance to it. They have actively prepared for it, starting the planning process even before the summer vacation ends. By seeking resources, organizing the supply of goods, arranging manpower, and integrating various resources across departments, they have ultimately launched multiple back-to-school promotions and marketing activities, fully prepared to embrace the arrival of the back-to-school season. Considering the obvious characteristics of the back-to-school season, such as the gathering of target consumer groups, clear consumer demands, and concentrated consumption time, this year's back-to-school activities in various stores will focus on simple and quick activities. This includes three discount sales events, offering promotions for "essential" books such as dictionaries, globes, and popular back-to-school books. They will also feature three distinctive sales events to expand the breadth and depth of reading during the back-to-school season. Additionally, there will be various experiential activities in stores and online interactive activities to provide multidimensional and personalized book purchasing services for students, teachers, and parents.
1. Directly Meeting the Demand with Discounted Book Purchases, Safeguarding the Autumn School Season
The highly popular reference book event, "Bestselling Reference Books at 15% Off," kicked off on August 25th and will run until September 10th, providing discounts on nine selected reference books, including the New Chinese Dictionary by Commercial Press and the Oxford English-Chinese Dictionary. Additionally, this year introduces the "Explore the World with You" Globe at 21% off promotion (from August 25th to October 8th). All books from two publishers, SinoMaps Press and Chengdu Maps Press, are available at a 21% discount, including atlases and globes. In addition, major stores will also launch various stationery gift packs and cultural and creative product promotions specifically for the back-to-school season, creating a "one-stop" book purchasing service. The numerous discounted "essential" books during the back-to-school season fully demonstrate the sincerity of the activities and enable student readers to purchase their desired books at discounted prices.
2. Introducing "Recommended Classic Reading for the Back-to-School Season" to Make Your Book Purchases Stress-Free
In order to provide students with more book recommendations and help them make informed choices during the back-to-school season, Chongqing Xinhua has carefully selected 79 high-quality and suitable books based on school requirements and industry focus. These recommendations take into account the content of the books and their market evaluations. Among the recommendations, there are 49 books for primary school students and 30 books for middle school students. They include classic masterpieces like "Journey to the West," bestselling children's books like "Wolf King's Dream" that have topped the charts, and interesting study materials like "Math Can Be Fun." Furthermore, all recommended books are available at a 21% discount, allowing students to purchase books without pressure.
3. Creating Popular Book Theme Displays for a More Diverse Selection of Back-to-School Books
When it comes to popular movies this summer, "Changan Thirty Thousand Miles" and "Fengshen" cannot be ignored. As early as the summer season, Chongqing Xinhua, together with seven other organizations including the Chongqing New Era Civilization Practice Guidance Center and Chongqing Daily, jointly organized the "Chongqing Youth Poetry Competition." Riding on the wave of poetry and literature brought by these movies, they vigorously promoted excellent traditional Chinese culture. With the back-to-school season approaching, they have launched the poetry-themed display titled "Beautiful China: Poetry Appreciation," extending the enthusiasm for poetry. They have carefully selected poetry books for sale, especially those related to the movie "Changan Thirty Thousand Miles." During the busy back-to-school season, they showcase the beauty of poetry and attract more readers' attention to poetry, making it an integral part of our ordinary lives.
In addition, they have also created the theme display "Dreaming Back to a Thousand Years: Appreciating Classical Chinese Literature," focusing on classical Chinese literature. They exhibit and recommend selected classical literary works, myths, and classical Chinese novels. Particularly, they feature books related to "Fengshen" and "Liaozhai Zhiyi," allowing readers to experience the unique charm of Chinese fantasy literature through these literary works. Furthermore, they have pooled company resources to create the brand "Chongqing Xinhua's Selection," recommending 10 books each time in the form of short videos, which are popular nowadays. These highly influential book recommendations reflect the bookstore's attitude towards book selection, offering students a more diverse and personalized book purchasing experience during the back-to-school season.
4. Interactive Back-to-School Activities for Surprises, Enhancing the Book-Buying Experience
The back-to-school season is the main battlefield for various book sales events, but the retail experience activities are also not to be missed. The online activity "Share Your Back-to-School Book List and Win Freebies" encourages readers to share their back-to-school book lists online. By simply sharing their lists, they have a chance to win freebies, adding a mysterious surprise to their back-to-school season. Readers can also participate in the "First Lesson of the School Year" to proactively adjust their mindset and better adapt to the school life ahead. They can write their "Back-to-School Messages" on the bookstore's message wall, cheering themselves on and receiving blessings from strangers. There is also an exclusive event for teachers, the "Autumn Wellness Lecture," where they can come together to express gratitude for the hard work of teachers.
Ningbo Xinhua: Going Live to Seize "New" Demands and Explore "New" Directions
To meet the reading and book-buying needs of a large student population, Ningbo Xinhua Bookstore Group has launched the "Hello New Semester" back-to-school promotion, offering a 31% discount on purchases over 100 yuan. Each store is also conducting theme displays, live streams, and promotions such as discounts and gifts to accompany the back-to-school season and support the new semester.
Seizing the "New" Demands of the Autumn Back-to-School Season, Exploring "New" Sales Directions. Unlike the spring season, in autumn, existing students will move up to a new grade, and new students will enroll in schools. This means that textbook content will be different from the previous academic year, resulting in new demands for educational supplements.
"For newly enrolled students, taking young children as an example, apart from reference books, their selection of educational supplements and extracurricular reading materials is more comprehensive," said Wen Weidong, the manager of Ningbo Book City. In this year's back-to-school marketing campaign, the bookstore has stocked popular items from previous back-to-school seasons and created eye-catching book displays on each floor to create a vibrant shopping atmosphere. Among them, classic literature, family education, quality education, children's literature, calligraphy, composition, encyclopedias, reference books, and youth mystery novels have been selling well.
How can parents and students feel the sincere efforts of the bookstore's back-to-school marketing? Offering discounts and promotions is the most direct approach. Activities such as the "Playful Back-to-School Season" at Yuyao Xinhua Bookstore and the storewide promotion at Langhuaduo store have attracted numerous readers. These activities not only encourage readers to visit the store and make purchases but also bridge the gap between schools and families. Ninghai Xinhua Bookstore offers an 15% discount on recommended readings for middle school students, an 88% discount on interactive composition materials, and a 25% discount on new children's books. Additionally, they provide various promotions such as gifts with purchase and discounts based on the total amount spent. Beilun Xinhua Bookstore offers a 25% discount on the "Extracurricular Detective Team" series and a 31% discount on the "Tribute to Classics" Yilin Summer Reading Season. Zhenhai Xinhua Bookstore has launched the "Read Fearlessly, Overcome Obstacles" September Back-to-School Season event and a buy-and-gift promotion for Yueduji Youth Literature.
Furthermore, to cater to the different needs of students in primary, middle, and high school, Ningbo Xinhua Bookstore Group stores have created different combinations of products based on the diverse range of items available in-store. They offer various categories of stationery supplies, including notebooks, writing tools, correction items, storage items, and tools, creating a vibrant back-to-school atmosphere and providing students with comprehensive "one-stop" services.
In addition to regular product sales, Ningbo Xinhua Bookstore Group also leverages its role as a main book distribution channel to organize a variety of reading and sharing activities. For example, Ningbo Book City hosts events such as the book launch and sharing session for "Is There Another Way Besides Exams? - The Immortal Failure," Yinzhou Book City invites author Chang Hua of the "To the Tang Dynasty" series to chat about Tang poetry with readers of all ages, Yuyao Xinhua Bookstore organizes a workshop on "Poetry and Truth in Educational Narratives - I Am the Principal" to meet the diverse and personalized cultural needs of readers. Xiangshan Xinhua Bookstore collaborates with the Xiangshan County Education Bureau to launch the "Browsing the Mountains and Seas" reading event and conducts public welfare activities on youth sailing science popularization, introducing more people to the charm of sailing sports and culture and spreading the spirit and culture of the Asian Games. Each store also holds picture book sharing events to introduce parents and young readers to the methods and techniques of parent-child reading.
Moreover, during this year's back-to-school season, Ningbo Xinhua Bookstore Group is also promoting the "Xinhua Reading Companion" smart bookstore mini-program. Readers can register as members to enjoy various discounts and benefits. If there are urgent needs, they can also use the "Same City Express Delivery" service to have books delivered directly to their homes.
Guangzhou Xinhua: Be an Atmosphere Group and Offer Discounts
In September, the marketing focus will revolve around the back-to-school season, Teacher's Day, and the traditional cultural festival - Mid-Autumn Festival. Relevant promotions targeting the back-to-school season and the teacher community will be launched, combined with Mid-Autumn Festival celebrations. This month, all Guangzhou stores will carry out marketing activities with the theme of "Strolling in Bookstores, Exploring the Sea of Books," covering atmosphere decoration, promotions, publicity, and events.
To welcome the new school year and enhance customer experience, all stores will have a unified visual layout to create a back-to-school atmosphere. With a lively and energetic main visual, an atmosphere of positivity and enthusiasm for the back-to-school season will be created. From August 28th to September 8th, teaching aids and textbooks will be available at a 7.9% discount, and reference books will be available at an 85% discount. Customers can also purchase IP sticky notes for an additional 2 yuan or get a 40% discount on the "Good Luck for the New School Year" bookmark (IP bookmarks: "Success in Three Subjects," "Passing Every Exam," "Starting with Victory").
The bookstore has also launched special benefits for Teacher's Day: on September 10th, teachers can enjoy a 7.9% discount on all purchases with their credentials. They can also receive a free environmentally friendly bag with an IP design or purchase the "Teacher's Wish" bookmark at a 60% discount (IP bookmarks: "Success in Three Subjects," "Passing Every Exam," "Starting with Victory").
This year, Guangzhou Xinhua has also initiated the "Explore Bookstores in the Back-to-School Season" campaign, inviting recommended reading ambassadors to shoot videos exploring the bookstores and encouraging more primary and secondary school students to visit the stores for purchases. The bookstore's brand event, "Shu Niu Academy," has also organized a "Celebrated Authors Speak" session, inviting renowned literary critics and professors from the Chinese Department of Sun Yat-sen University to talk about "Guangdong Literature for Two Thousand Years" at the Shu Niu Space on the third floor of the Beijing Road store on September 3rd. The recommended reading ambassadors will promote standard Mandarin through recitation, reading, and interactive activities. "Mid-Autumn Festival" is one of the traditional Chinese folk festivals. Since ancient times, it has been a custom to admire lanterns during Mid-Autumn Festival, which has been passed down through the ages. Three stores, Zhichang Paper Mill, Liwan Education Bookstore, and Fangcun Bookstore, will also allow readers aged 8 and above to participate in making Mid-Autumn lanterns, experiencing the joy of handmade crafts and promoting the inheritance and development of traditional festivals, adding a touch of romance to this Mid-Autumn Festival. At the Sanyuanli Bookstore, on Teacher's Day, readers will be invited to handcraft small flowers as gifts for their beloved teachers, expressing gratitude and appreciation for their selfless dedication.
It is reported that each branch under Guangzhou Xinhua will carry out personalized activities based on their own characteristics, including various discounts for students as well as teachers.
Original article in Chinese:书店争抢开学季，今年花样有点多！