Text |Zang Menglu.
Edit |Three-Body Problem.
At the beginning of November 2021, Tsutaya Bookstore opened its second store in Shanghai, Taikoo Li Qiantan Store, adding another boost to this popular mall. Industry insiders pointed out that domestic commercial real estate recognizes the brand drainage value of Tsutaya Bookstore very much, and they pay Tsutaya Bookstore a high IP licensing fee. For example, Tsutaya Bookstore's first store in Shanghai was opened at Vanke Group's Shangsheng Club, and the second store was supported by Lujiazui Group. At present, businesses, including Tsutaya Bookstore's online reservation system, are realized through small programs for commercial real estate, which not only attract traffic to commercial real estate, but also provide more user data for it.
Over the past few years, Tsutaya Bookstore in Japan has served as a bookstore"The typical sample of "new retail" has been scrambled by various countries to learn and learn from.
Only 20% of Tsutaya Shoten's profits come from the sale of books and audio-visual products, and 80% from the T-Card franchise business.
The founder, Muneaki Masuda, said: "What I want to sell is not a book, but a life proposal. "Tsutaya Shoten presents books and products based on the scenes of life, and it is not so much a bookstore as a hypermarket built around the content of books. For example, there are sake books next to the sake books, coffee books at the back of the café, and beauty products ...... next to the beauty booksThis "lifestyle proposal" has shifted the profit model of bookstores from books to related scene services. It is understood that Starbucks' most profitable store is in the Tokyo Daikanyama Tsutaya bookstore.
Having a complete membership system and data capabilities is the most fundamental difference between Tsutaya Bookstore and traditional bookstores in terms of business model. In 1983, the first store of Kiteya opened. In 1985, Muneaki Masuda founded CCC Corporation and defined CCC as a planning company. In 2003, CCC launched the cross-industry universal points service - "T-Card", relying on the books, records and retail business of Tsutaya Bookstore, through the coverage of gas stations, home delivery, convenience stores, department stores, supermarkets and other consumption scenarios, to achieve deep links with users.
Through the accumulation of members, the company has a huge database system, which has produced a strong scale effect. Muneaki Masuda said, "We are a planning company, and we need to keep challenging ourselves so that our franchisees are willing to pay for the plan. "For franchise stores, the company does not provide them with site selection, decoration, purchase, logistics and other services, but only provides them with product selection, theme planning, staff training and ordering instructions through data-driven. For example, Tsutaya Bookstore does not do renovations, but it does provide a manual, and if the franchisee has any questions, you can go to the company for training. Each book in the franchise store has a FID card, it can monitor which books the user has borrowed or *** These data will flow back to the company, the company according to the inventory situation of the franchise store, send instructions to the wholesaler, the wholesaler will send the goods to the franchisee owner, and the franchise owner will then send the payment to the franchisee.
In this way, CCC and Tsutaya Shoten have established a nationwide membership system. As of September 2018, Tsutaya Shoten has more than 940,000 member companies, and there are 1 items that can be purchased through T-Card200 million species. Today, there are more than 70 million T-Card members, more than 55% of the total population of Japan, and constitute the largest retail user group in Japan, of which 80% are T-Card members aged 20-29. According to industry insiders, Tsutaya Bookstore will break the dilemma of traditional bookstores with high costs and inability to make ends meet, but it still needs time to verify whether this IP licensing business method can bring long-term benefits to it.
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