Coquettish Rebirth

Murdoch was surprised to find that Jia Hongjian had really started a magical business model!Under such a business model, Jia Hongjian and the others were able to transplant a set of models on the Internet and mobile phones to many real economic fields, and then they were able to subvert the real economic fields, and then allowed consumers to obtain great benefits. Make a profit!To be honest, just as soon as Murdoch heard about such an approach, he felt infinitely powerful!To be honest, at such a time, Murdoch is really tempted!But he still needs to confirm some things!For example, how to divide the interests! "Then why do we have to be involved in this matter? I sound like you just do it?"

It sounded like he was asking himself what he could do to help, but that was not what he actually meant!Because in general business cooperation, how much money is paid for how many things are done!Of course, even if it's a bet, at most Murdoch will take less, but it's impossible not to take Chun's help at all!After all, to put it bluntly, such a thing is quite a huge project!How could this be done purely with help?After asking this question, he only listened to Jia Hongjian's answer: "Of course we are not enough. We can only provide hardware, software, or the publication of textbooks. You can take care of it. When the time comes, the textbooks will be profitable." You can enjoy it exclusively, we only ask for the popularization of hardware..."

Huacha, Murdoch was so excited at that time!At that time, all the profits from selling books can be given to him?This definitely has a feeling that he has dominated the entire industry!At that time, when this matter is dealt with, there will be such a textbook industry of 80 billion US dollars.Why doesn't he eat 40 billion?In this way, his empire has invaded another area!All of a sudden, Murdoch became interested, and he even forgot about the betting at this time. Whether to bet or not is a trivial matter, and now the business in front of him is a big deal!At this moment, Murdoch is pulling Jia Hongjian to talk about textbooks!Obviously everyone had finished eating, but they also pulled Jia Hongjian not to let him go, and forced Jia Hongjian to drink a cup of coffee and chat for a while, but it turned out that everyone had dinner, and it was already past 9 o'clock after eating, Drink coffee until 12 o'clock.All restaurants are closing!

The excited Murdoch parted with Jia Hongjian regretfully.After sending Jia Hongjian and the others to the hotel, Murdoch let Jia Hongjian get a good night's sleep, but the old man called at six o'clock the next morning.Pull Jia Hongjian to chat again!And Jia Hongjian on the phone.Listen to the excited voice of the old man.It feels like the other party hasn't slept all night! "Hung-chien, what do you think we will do when we enter such a market? After we enter, we will call us cheap? Will this cause a collective resistance from the giants in the textbook field?" Lao Mo was excited.After returning last night, Jia Hongjian also did a little homework.Inquired about something.

It turns out that in the United States, all textbook publishers have to publish 450-500 million textbooks a year, and then there are 150-250 million problem sets and other supplementary materials. There is a huge amount of 20 billion US dollars!Unlike China, the sales of supplementary materials here are not very hot, but textbooks are the hottest!Although such a textbook market is actually a very small market compared to the overall print media publishing market in the United States, accounting for less than 10% of the overall share, the problem is that the market is not completely open, and half of the states It is "compulsory consumption", and this half of the states also contains 70% of the students!And the key is that students have to buy new textbooks every year when they go to higher education!Therefore, the market as a whole is very stable, and the sales target is very single and concentrated, so the relative spending is relatively small, and the profit is relatively considerable, so in fact such a market is very attractive to other publishers to enter!

There are more than 300 textbook publishers competing in the United States, and these are the companies that release at least 5 or more new textbooks every year!But among these 300 companies, there are actually only 10 companies that are really relatively strong.Just these ten companies control more than 85% of the market, and four of the ten companies are even giants!These four directly control 4% of the market share!Therefore, these four companies are also known as the Big Four in the US textbook publishing market!The Big Four included McGraw-Hill, Houghton-Mifflin, Harcourt Educational Publishing, and Pearson Publishing Group.Among these four companies, except Harcourt, the youngest, the other three companies were established in the mid-70th century, and they all have a history of 19 years!And the youngest Harcourt has a history of nearly 60 years!

At the same time, there is another very interesting system in the United States. During their compulsory education stage, textbooks are not charged.In other words, the school bought it with government funding, and then rented it out to students for free!So in such a situation, the government certainly has the right to make decisions!In the United States, the average use of a textbook for compulsory education is about 5 years, so the firmness of the binding is really much better than that of Chinese textbooks.The teaching situation in the United States is more complicated. When they are in high school, their school is like a Chinese university. In the movie, classes are taught in different classrooms. It is not the same as in China. Students have their own classes and classrooms, and then different teachers come.In the United States, classrooms are not fixed. If a teacher’s class is taught in this classroom at this time in one semester, it may not be the case in the next semester.

And in their high school stage, there are many elective courses like Chinese universities, all kinds of messy things can have elective courses, and each state is not necessarily the same, which finally leads to a result, that is, American In fact, the sales volume of textbooks is not very high—except for the main courses, the sales of many other sub-courses are so good that they can only sell more than 60 million copies in the United States!Remember, this is a cycle of five or six years!And if you count those that are damaged due to various reasons every year, the best sales volume of the supplementary textbooks in the textbooks is only [-] copies per year!Since the sales of these books are low, and the government pays for them... hahaha, naturally the price will be very expensive!

So, in this way, does Jia Hongjian and the others not be able to target the stage of compulsory education?After all, it is not the common people who pay for it themselves!No!It is not the people themselves who pay, but the government, so how can you lobby the government!The annual sales of 20 billion US dollars, these are textbooks, 10 billion of which is the compulsory education stage, and then divided by 50 states, on average, each state has to pay 2000 million US dollars per year!If we can convince these states to use electronic textbooks, and then the price is only half... Hey, can this state government save an extra $1000 million a year?Putting it all over the United States can save 5 million US dollars!And it's $5 million a year!How can this be considered a pretty good little money?

Of course, this alone is not enough.Jia Hongjian is not someone who talks about wars on paper. He would not say that he can give advice on how to give advice based on his previous experience at such a time.He honestly told the old fox Murdoch, "Last night, I learned about the specific situation of the American textbook market, and found that it was slightly different from what I understood. But it doesn't matter, I will continue to learn more. , we can definitely think of market policies tailored to specific situations.” Originally, Jia Hongjian thought that the textbook market in the compulsory education stage of primary and secondary schools in the United States was the same as the university market, and students had to buy books with their own money.He had heard before that college students in the United States spend an average of more than 700 dollars a year on buying books, and that includes buying seniors' old books!

Jia Hongjian also had a little understanding of the American college textbook market in his previous life. Out of curiosity, he discovered that the strange situation in the United States was originally due to the greed of textbook publishers—they were not afraid to sell high prices. Students do not buy!Then there are high prices. Students must find a way to buy used books. Who is afraid of others? There are policies and countermeasures. Schools and teachers require students to use these books, but they don’t say they must be new?And the situation in the United States is not the same as in China. The school directly helps the students order books, but asks the students to go to the textbook store to buy them themselves!So as long as the students come back with such a book, it will be over!Then after such a second-hand book market prospers, the sales of first-hand books will definitely decrease, and the profits will definitely decrease.what is it now?Continue to raise prices!Since the sales volume cannot increase, the profit should be made up by the increase in the unit price. Is this a bit like the Chinese genuine DVD industry under the impact of piracy?There are hundreds of CDs for a TV series at every turn, why?Because piracy has impacted the market, genuine copies cannot be sold as much, or it is too troublesome to sell, so it is better to directly increase the unit price, so that one can cheat one by one, and keep the overall profit high!

So in the end, the situation became more and more weird. College textbooks became more and more expensive, and it was normal for students not to be able to afford brand new textbooks!It has become that students treat students who can afford brand new textbooks as local tyrants!Originally, Jia Hongjian wanted to adapt the overall strategy to such a market situation.But now it seems that such a strategy can only correspond to the university market, and the primary and secondary school market still needs to formulate a new strategy! (To be continued..)