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Categories: Book printing >> Printing Blog
Sales Channels in Whole Book Printing Industry
Origin:Image Printing  Data: 2/27/2011  Keywords: Whole Book Printing Industry

The sales channels for whole book printing industry look at the different kinds of retailers, wholesalers, library suppliers and the companies which sell directly to consumers, and the ways in which publishers conduct their business with them. Changes in the channels impact on the publishers and affect their publishing strategies. The last decades of the twentieth century were marked by the decline of small and independently owned bookshops and the rise of large bookselling chains. More recently the bookselling chains have themselves come under pressure from the rapid growth of internet bookselling and from supermarkets giving more space to highly marketable books. The larger the size of the retailer, the greater the leverage it has to extract better terms of business from its suppliers. When retailers buy goods from suppliers it is normal for retailers to take the risk of actually selling them on to consumers: if the goods do not sell it is the retailer's problem.

The book business is different. Publishers trade with the retailers (and wholesalers) on a "sale or return" basis. This effectively means that if the retailer is unable to sell the book it has stocked it returns the copies quickly to the publisher: the retailer's risk of stocking or over-ordering is borne by the publisher. Retail exposure is vital for trade book sales. But the cost to the publishers of securing that display in the powerful retailers is ever increasing. Publishers sell their books to the retailers at a discount, a percentage of the publisher's recommended retail price. On some bestselling trade books, the big retailers get a discount of 60 per cent of the recommended published price and ask the publisher for additional payments to promote the book. The retailers in turn offer the books at a large discount off the publisher's recommended published price, especially during the peak sales period running up to Christmas. The market is polarizing. The big books sell in huge quantities while other titles struggle to maintain a presence. For many kinds of books, the sales quantities have declined and their shelf life in terrestrial retailers has shortened. Large numbers of the more specialist titles, including academic and STM titles, are not stocked at all.

Some analysts foretell that two to three book printing company will eventually come to dominate worldwide, the sales of books and related products in each industry - consumer, education and high-level STM and professional publishing. Will the big book printing publishers succeed or even want to cut out the intermediaries - their current main customers - from the supply chain from author to reader and supply end-users directly? This question relates to the question "will publishers continue to exist?" Businesses owe their existence to their ability to charge, at a profit, for the added value they give to a product or book printing service in the supply chain. The learned journal publishers, albeit operating in the book printing market of unique characteristics, were amongst the first to build platforms of their digital content to enable direct supply to their library customers.

But the intermediaries serving libraries developed their own technological solutions and services. The big trade publishers are rapidly digitizing their books and building their own platforms. From a consumer's viewpoint (including librarians and other institutional purchasers) the ease of purchase is of great significance. However big the publishers get, there are thousands of publishers issuing books that people want to buy. The retailers, and the wholesalers supplying them, aggregate the content from virtually all publishers, then market and make it available to purchasers. Furthermore, being that much closer to the end-user, their level of service is orientated to consumer needs, to a greater extent than any one publisher can achieve, and thus they can outsell the publisher's direct route.

Distribution channel is also a very important component of Logistics & Supply chain management. Distribution in supply chain management refers to the distribution of a good from one business to another. It can be factory to supplier, supplier to retailer, or retailer to end customer. It is defined as a chain of intermediaries, each passing the product down the chain to the next organization, before it finally reaches the consumer or end-user. This process is known as the distribution chain. Each of the elements in these chains will have their own specific needs, which the producer must take into account, along with those of the all-important end-user. Distribution channels may not be restricted to physical products from producer to consumer in certain sectors, since both direct and indirect channels may be used. Hotels, for example, may sell their services directly or through travel agents, tour operators, airlines, tourist boards, centralized reservation systems. process of transfer the products or services from Producer to Customer or end user. There have also been some innovations in the distribution of services. For example, there has been an increase in franchising and in rental services - the latter offering anything from televisions through tools. There has also been some evidence of service integration, with services linking together, particularly in the travel and tourism sectors. For example, links now exist between airlines, hotels and car rental services. In addition, there has been a significant increase in retail outlets for the service sector. Outlets such as estate agencies and building society offices are crowding out traditional grocers from major shopping areas. A number of alternative distribution may be available.

  • Distributor who sells to retailers via direct marketing.
  • Retailer who sells to end customers.
  • Direct Distribution where an organization sells its products directly to the end customer. For example in case of online purchases (Internet Marketing and E-commerce) there will be the seller and customer. For this the seller and the customer may depend on various shipping providers.
  • Advertisement typically used for the consumption goods. 
 
UP -- A Short History of Modern Trade Book Printing
Next -- Stock and Sales for a Book Printing Company
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As a professional book printing factory in China, Image Printing Packaging Ltd focus on book printing and packaging printing mainly for oversea and domestic customers. We are located in Shenzhen city, the book printing and packaging printing industrial center of China and even worldwide. Please be kindly note we offer a wide range of professional customed printing service with aggressive prices
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