記者 | 陳佳靖
編輯 | 黃月
前不久，微博上一則#言幾又拖欠工資#的話題討論將這家網(wǎng)紅書店推上了風(fēng)口浪尖。多位網(wǎng)友表示，言幾又存在拖欠員工工資、未按期繳納社保等情況，拖欠時(shí)長(zhǎng)從兩三個(gè)月到一年不等。發(fā)微博的人稱在交涉過(guò)程中，還有員工直接被HR拉黑。另?yè)?jù)媒體報(bào)道，除了員工欠薪，不少言幾又的供應(yīng)商也被欠貨款數(shù)個(gè)月到一兩年不等。
值得關(guān)注的是，今年以來(lái)，言幾又在全國(guó)的多家門店陸續(xù)關(guān)閉或休業(yè)整頓，包括廣州天河萬(wàn)科店、北京宜家薈聚店、上海企業(yè)天地店等。就在11月，言幾又位于廣州K11購(gòu)物中心的黑金旗艦店宣布閉店，這也是其在廣州僅剩的一家門店，書店在對(duì)外張貼的公告中稱閉店屬于“公司正常運(yùn)營(yíng)策略調(diào)整”；此外，位于北京的王府中環(huán)店也以“內(nèi)部調(diào)整”為由暫停營(yíng)業(yè)。
新冠疫情之下，世界各地的許多實(shí)體書店都受到了沖擊，而一些大型連鎖書店更因龐大的店租成本和人員開銷更是首當(dāng)其沖。但言幾又如今諸多門店的集中關(guān)閉并不單純受疫情影響，一位離職員工在接受“ 雷達(dá) Finance”的采訪時(shí)，稱言幾又“資金跟不上擴(kuò)張的短板”。書店?duì)I銷專家路毅也在分析言幾又的問(wèn)題時(shí)指出， “一些資本助推的連鎖書店在擴(kuò)張期，沒(méi)有扎實(shí)搞好管理和經(jīng)營(yíng)，沒(méi)有形成自我造血能力，把包袱越背越重，是這一類書店品牌的阿喀琉斯之踵?！绷硪环矫?，有媒體分析，隨著越來(lái)越多以設(shè)計(jì)為主的網(wǎng)紅書店加入市場(chǎng)競(jìng)爭(zhēng)，言幾又只是成為了設(shè)計(jì)比拼、行業(yè)內(nèi)卷之下的犧牲者。
在此背景下，我們?cè)撊绾慰创龝甑拈_與閉？書店如何才能找到生存之道，逆勢(shì)生長(zhǎng)？在這篇文章中，界面文化（ID：booksandfun）采訪了“書萌”創(chuàng)始人孫謙與杭州“曉風(fēng)書屋”創(chuàng)始人朱鈺芳，她們的觀察與實(shí)踐或可為疫情下的書店業(yè)帶來(lái)啟發(fā)。
01 一段時(shí)間內(nèi)只看到關(guān)店而沒(méi)有開店，不是一個(gè)好信號(hào)
言幾又的前身是2006年于成都創(chuàng)立的今日閱讀社區(qū)書店。2008年起，今日閱讀開始走進(jìn)商業(yè)中心，并拓展至北京、上海、昆明等城市。隨著當(dāng)當(dāng)、京東等電商的崛起，大眾圖書消費(fèi)從線下轉(zhuǎn)移至線上，2011年以來(lái)，大批傳統(tǒng)書店一度深陷“倒閉潮”，而言幾又率先抓住了轉(zhuǎn)型機(jī)會(huì)。2014年，第一家言幾又孕育而生，標(biāo)志著它從“書店”升級(jí)為“文化生活體驗(yàn)空間”，與同時(shí)期迅速發(fā)展的西西弗、鐘書閣等成為了第一批具有網(wǎng)紅性質(zhì)的復(fù)合型連鎖書店。界面新聞?dòng)^察到，這一時(shí)期的實(shí)體書店相比傳統(tǒng)書店在選址上不再以街邊和校園為主，而是傾向于進(jìn)駐商業(yè)綜合體。在體驗(yàn)式商業(yè)興起的大趨勢(shì)下，它們以“書”為核心，融合多種消費(fèi)及體驗(yàn)場(chǎng)景，發(fā)展成了生活方式類體驗(yàn)空間，同時(shí)由于裝修設(shè)計(jì)時(shí)尚精美、業(yè)態(tài)豐富，被視為購(gòu)物中心的流量擔(dān)當(dāng)。
這種新型的書店不僅為商業(yè)地產(chǎn)吸引了人流，也得到了資本的青睞。據(jù)天眼查統(tǒng)計(jì)，言幾又從2014年至2018年已獲得4輪融資，融資總金額達(dá)2.4億元。商業(yè)上的成功促使言幾又不斷加快擴(kuò)張的腳步，其官網(wǎng)顯示，言幾又在全國(guó)范圍14座城市開設(shè)實(shí)體店近60家。2019年初，言幾又CEO但捷還曾表示將很快實(shí)現(xiàn)盈虧平衡，并計(jì)劃在全國(guó)新增超過(guò)100家門店。然而，疫情的到來(lái)讓這一雄心徹底落空。
根據(jù)《2020-2021中國(guó)實(shí)體書店產(chǎn)業(yè)報(bào)告》，2020年全國(guó)共有1573家書店關(guān)門，是2019年閉店數(shù)量的三倍有余。其中較為著名的書店有重慶方所、北京佳作書局798店、盛世情書店、上海漢源匯書店等，言幾又成都凱德天府店、西安邁科中心店和寧波印象城店也于去年閉店。杭州“曉風(fēng)書屋”創(chuàng)始人朱鈺芳在接受界面文化采訪時(shí)稱，從疫情開始直到去年5月之前，曉風(fēng)書屋近20家門店中“有一半都開不起來(lái)”，位于醫(yī)院、博物館、景區(qū)和學(xué)校的門店都曾有過(guò)短期關(guān)閉的情況，直到現(xiàn)在，其在大學(xué)設(shè)立的門店也只能對(duì)校內(nèi)開放，校外人士不得進(jìn)入?？梢?，連鎖書店在近兩年頻繁閉店實(shí)屬常態(tài)。
然而，結(jié)合拖欠員工薪資和供應(yīng)商貨款的情況來(lái)看，言幾又恐怕在自身運(yùn)營(yíng)管理方面也存在問(wèn)題。據(jù)孫謙分析，言幾又目前的危機(jī)并不是由于擴(kuò)張過(guò)快引起的，畢竟，商業(yè)模式類似的西西弗已經(jīng)開了300多家店，擴(kuò)張速度明顯更快，卻沒(méi)有受到影響。更合理的解釋是言幾又的投資人、管理層以及工作人員內(nèi)部存在問(wèn)題，導(dǎo)致管理不力和資金鏈斷裂。孫謙還指出，書店經(jīng)營(yíng)是否正常，需要綜合開店與閉店的情況來(lái)判斷。對(duì)于西西弗這樣規(guī)模龐大的連鎖書店而言，時(shí)有店面關(guān)閉很正常，因?yàn)榭赡軙?huì)涉及一批店鋪的租約到期；書店在快速拓展時(shí)也會(huì)去評(píng)估以前的店面是否盈利，虧損的店面會(huì)關(guān)閉，但同時(shí)會(huì)開設(shè)新店?！斑@是一個(gè)良性的循環(huán)，是不影響公司戰(zhàn)略發(fā)展的，但如果你在同一段時(shí)間內(nèi)只看到了關(guān)（店）而沒(méi)有開（店），我覺得不是一個(gè)好信號(hào)?！?!--5f39ae17-8c62-4a45-bc43-b32064c9388a:[{"blockId":"7760-1636557864042","blockType":"paragraph","styles":{"align":"left","indent":0,"text-indent":0,"line-height":1.75,"back-color":"","padding":""},"type":"paragraph","richText":{"data":[{"char":"这"},{"char":"种"},{"char":"新"},{"char":"型"},{"char":"的"},{"char":"“"},{"char":"书"},{"char":"店"},{"char":"+"},{"char":"”"},{"char":"模"},{"char":"式"},{"char":"不"},{"char":"仅"},{"char":"为"},{"char":"商"},{"char":"业"},{"char":"地"},{"char":"产"},{"char":"吸"},{"char":"引"},{"char":"了"},{"char":"人"},{"char":"流"},{"char":"，"},{"char":"也"},{"char":"得"},{"char":"到"},{"char":"了"},{"char":"资"},{"char":"本"},{"char":"的"},{"char":"青"},{"char":"睐"},{"char":"。"},{"char":"据"},{"char":"天"},{"char":"眼"},{"char":"查"},{"char":"统"},{"char":"计"},{"char":"，"},{"char":"言"},{"char":"几"},{"char":"又"},{"char":"从"},{"char":"2"},{"char":"0"},{"char":"1"},{"char":"4"},{"char":"年"},{"char":"至"},{"char":"2"},{"char":"0"},{"char":"1"},{"char":"8"},{"char":"年"},{"char":"已"},{"char":"获"},{"char":"得"},{"char":"4"},{"char":"轮"},{"char":"融"},{"char":"资"},{"char":"，"},{"char":"融"},{"char":"资"},{"char":"总"},{"char":"金"},{"char":"额"},{"char":"达"},{"char":"2"},{"char":"."},{"char":"4"},{"char":"亿"},{"char":"元"},{"char":"。"},{"char":"商"},{"char":"业"},{"char":"上"},{"char":"的"},{"char":"成"},{"char":"功"},{"char":"促"},{"char":"使"},{"char":"言"},{"char":"几"},{"char":"又"},{"char":"不"},{"char":"断"},{"char":"加"},{"char":"快"},{"char":"扩"},{"char":"张"},{"char":"的"},{"char":"脚"},{"char":"步"},{"char":"，"},{"char":"其"},{"char":"官"},{"char":"网"},{"char":"显"},{"char":"示"},{"char":"，"},{"char":"言"},{"char":"几"},{"char":"又"},{"char":"在"},{"char":"全"},{"char":"国"},{"char":"范"},{"char":"围"},{"char":"1"},{"char":"4"},{"char":"座"},{"char":"城"},{"char":"市"},{"char":"开"},{"char":"设"},{"char":"实"},{"char":"体"},{"char":"店"},{"char":"近"},{"char":"6"},{"char":"0"},{"char":"家"},{"char":"。"},{"char":"2"},{"char":"0"},{"char":"1"},{"char":"9"},{"char":"年"},{"char":"初"},{"char":"，"},{"char":"言"},{"char":"几"},{"char":"又"},{"char":"C"},{"char":"E"},{"char":"O"},{"char":"但"},{"char":"捷"},{"char":"还"},{"char":"曾"},{"char":"表"},{"char":"示"},{"char":"，"},{"char":"言"},{"char":"几"},{"char":"又"},{"char":"将"},{"char":"很"},{"char":"快"},{"char":"实"},{"char":"现"},{"char":"盈"},{"char":"亏"},{"char":"平"},{"char":"衡"},{"char":"，"},{"char":"并"},{"char":"计"},{"char":"划"},{"char":"在"},{"char":"全"},{"char":"国"},{"char":"新"},{"char":"增"},{"char":"超"},{"char":"过"},{"char":"1"},{"char":"0"},{"char":"0"},{"char":"家"},{"char":"门"},{"char":"店"},{"char":"。"},{"char":"然"},{"char":"而"},{"char":"，"},{"char":"疫"},{"char":"情"},{"char":"的"},{"char":"到"},{"char":"来"},{"char":"却"},{"char":"让"},{"char":"这"},{"char":"一"},{"char":"雄"},{"char":"心"},{"char":"壮"},{"char":"志"},{"char":"彻"},{"char":"底"},{"char":"落"},{"char":"空"},{"char":"了"},{"char":"。"}],"isRichText":true,"keepLineBreak":true}},{"blockId":"3997-1636557965867","blockType":"paragraph","styles":{"align":"left","indent":0,"text-indent":0,"line-height":1.75,"back-color":"","padding":""},"type":"paragraph","richText":{"data":[],"isRichText":true,"keepLineBreak":true}},{"blockId":"8043-1636520203690","blockType":"paragraph","styles":{"align":"left","indent":0,"text-indent":0,"line-height":1.75,"back-color":"","padding":""},"type":"paragraph","richText":{"data":[{"char":"事"},{"char":"实"},{"char":"上"},{"char":"，"},{"char":"受"},{"char":"疫"},{"char":"情"},{"char":"影"},{"char":"响"},{"char":"而"},{"char":"关"},{"char":"闭"},{"char":"书"},{"char":"店"},{"char":"的"},{"char":"不"},{"char":"止"},{"char":"有"},{"char":"言"},{"char":"几"},{"char":"又"},{"char":"。"},{"char":"根"},{"char":"据"},{"char":"《"},{"char":"2"},{"char":"0"},{"char":"2"},{"char":"0"},{"char":"-"},{"char":"2"},{"char":"0"},{"char":"2"},{"char":"1"},{"char":"中"},{"char":"国"},{"char":"实"},{"char":"体"},{"char":"书"},{"char":"店"},{"char":"产"},{"char":"业"},{"char":"报"},{"char":"告"},{"char":"》"},{"char":"，"},{"char":"2"},{"char":"0"},{"char":"2"},{"char":"0"},{"char":"年"},{"char":"，"},{"char":"全"},{"char":"国"},{"char":"共"},{"char":"有"},{"char":"1"},{"char":"5"},{"char":"7"},{"char":"3"},{"char":"家"},{"char":"书"},{"char":"店"},{"char":"关"},{"char":"门"},{"char":"，"},{"char":"是"},{"char":"2"},{"char":"0"},{"char":"1"},{"char":"9"},{"char":"年"},{"char":"闭"},{"char":"店"},{"char":"数"},{"char":"量"},{"char":"的"},{"char":"三"},{"char":"倍"},{"char":"有"},{"char":"余"},{"char":"。"},{"char":"其"},{"char":"中"},{"char":"较"},{"char":"为"},{"char":"人"},{"char"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02 有生命力的網(wǎng)紅書店，需要專業(yè)運(yùn)營(yíng)團(tuán)隊(duì)的支撐
公眾號(hào)“做書”的一篇文章指出，言幾又最后一次融資是在2018年，一旦投資人“斷供”，言幾又就開始各種拖欠，說(shuō)明它一直未形成自我造血的能力。如今，各地商業(yè)地產(chǎn)不再對(duì)網(wǎng)紅書店來(lái)者不拒、慷慨補(bǔ)貼，而是開始嚴(yán)格篩選，它打擊的正是像言幾又這樣無(wú)法自立、沒(méi)有背景、特色模糊的書店。
即便面臨重重生存困境，新入局的實(shí)體書店卻有增無(wú)減?！?020-2021中國(guó)實(shí)體書店產(chǎn)業(yè)報(bào)告》顯示，2020年全國(guó)大約有4061家新書店面世，這一數(shù)字是關(guān)門書店的2.6倍；在民營(yíng)書店中，西西弗可謂逆勢(shì)擴(kuò)張的典范，開設(shè)了34家新店。從定位上看，西西弗與言幾又都對(duì)準(zhǔn)了一二線城市的高消費(fèi)群體，采取復(fù)合經(jīng)營(yíng)模式，兩者常被放在一起比較。如果說(shuō)網(wǎng)紅書店的紅利時(shí)代已經(jīng)步入尾聲，為什么西西弗還能夠長(zhǎng)盛不衰？
孫謙認(rèn)為，西西弗與言幾又雖然都是大型連鎖書店，它們的內(nèi)核卻有所不同。言幾又的logo合起來(lái)是一個(gè)“設(shè)”字，體現(xiàn)了團(tuán)隊(duì)對(duì)店鋪設(shè)計(jì)和裝潢的看重，可以說(shuō)，言幾又從一開始就打算走一條強(qiáng)調(diào)設(shè)計(jì)感的網(wǎng)紅書店路線。相比之下，西西弗除了少數(shù)黑標(biāo)店、旅行主題店等，其他門店在設(shè)計(jì)上十分雷同，其重心不在設(shè)計(jì)而在于書。
從書店經(jīng)營(yíng)的業(yè)務(wù)上看，西西弗旗下有多條產(chǎn)品線，包括西西弗書店、矢量咖啡、不二生活文創(chuàng)等，還有自己的出版品牌“推石文化”，這些自有子品牌幫助西西弗擺脫了常規(guī)書店線上線下競(jìng)價(jià)的問(wèn)題，更容易獲取利潤(rùn)。同時(shí)，簡(jiǎn)單的店型選擇搭配專業(yè)的產(chǎn)品線，也方便西西弗在向外拓展時(shí)節(jié)省成本。反觀言幾又，用孫謙的話說(shuō)，它更多扮演的是一個(gè)“二房東”的角色——沒(méi)有自己的出版物、文創(chuàng)和咖啡，而是通過(guò)招商引入不同品牌，再利用環(huán)境上的優(yōu)勢(shì)吸引大眾消費(fèi)?！暗咔閷?shí)際上打擊的就是這樣的（實(shí)體）環(huán)境，如果你沒(méi)有自己的產(chǎn)品，我去網(wǎng)上買和在言幾又買是一樣的，大家肯定會(huì)選擇更便宜更便捷的路線?！?/p>
然而，這并不意味著沒(méi)有自有品牌、主打文化生活創(chuàng)意空間的網(wǎng)紅書店在商業(yè)上就注定失敗。言幾又在創(chuàng)立之初借鑒了誠(chéng)品書店的商業(yè)模式，但兩者仍有差異?！斑@里面有一個(gè)問(wèn)題，就是品牌本身有沒(méi)有足夠的引流能力？如果它的招商能力不強(qiáng)，同時(shí)自己的品牌吸引力又不強(qiáng)，那么消費(fèi)者來(lái)到這里的可能性就會(huì)降低。”據(jù)孫謙觀察，和誠(chéng)品不同的是，作為“二房東”的言幾又需要先花錢租場(chǎng)地，再以更高的租金租給其他品牌，這就大大削減了其招商的能力。
如今，越來(lái)越多的網(wǎng)紅書店不再以書為重心，而是把目光放在如何引流上，在孫謙看來(lái)，這樣的定位并無(wú)不妥。相比傳統(tǒng)書店，網(wǎng)紅書店吸引的更多是年輕人，無(wú)論是依靠華麗的裝潢還是選書的品味，它在很大程度上讓原本不看書的人走進(jìn)書店，打開閱讀的一扇窗。但僅有表面的“網(wǎng)紅”是不夠的，真正有生命力的網(wǎng)紅書店需要的是專業(yè)運(yùn)營(yíng)團(tuán)隊(duì)的支撐。以上海朵云書院為例，它由上海世紀(jì)出版集團(tuán)打造，建立在上海中心大廈52層，在這里不僅可以看書，還可以俯瞰上海全景，自然吸引了不少人流。更重要的是，這里在過(guò)去三年間舉辦了大量文化活動(dòng)、藝術(shù)展覽，也承接政府項(xiàng)目，源源不斷的新項(xiàng)目反哺了其前期的投入和成本，實(shí)現(xiàn)了良性循環(huán)。
03 把讀者當(dāng)成純粹的消費(fèi)者，肯定會(huì)失去他們
距離新冠疫情爆發(fā)已經(jīng)過(guò)去了兩年，但實(shí)體書店依然面臨許多不確定性。近日由書萌發(fā)起的一份面向全國(guó)362家書店的調(diào)研報(bào)告顯示，近80%的書店無(wú)論是整體營(yíng)業(yè)額還是圖書銷售都在下降。在孫謙看來(lái)，疫情實(shí)際上反映了書店非剛需的事實(shí)，當(dāng)人們的出行受限，甚至收入也收到影響時(shí)，書店的消費(fèi)就會(huì)率先被砍掉。
目前，書店面臨最大的挑戰(zhàn)是如何在疫情常態(tài)化的情況下維持店面運(yùn)營(yíng)。孫謙看到，這方面大型連鎖書店的抗風(fēng)險(xiǎn)能力相對(duì)較差，因?yàn)樗牡昝孀饨?、人員開銷、日常支出等都是固定的，書店的體量越大，虧損也就越多，反而一些小型書店的調(diào)整和轉(zhuǎn)向會(huì)更加靈活。令孫謙印象深刻的是孫曉迪開辦的離河書店，這家書店雖在疫情期間關(guān)閉了，但創(chuàng)始人很快轉(zhuǎn)移到線上，通過(guò)直播賣書，七八個(gè)小時(shí)就賣出了十幾萬(wàn)的實(shí)洋，這相當(dāng)于書店過(guò)去一個(gè)月的營(yíng)業(yè)額。
中小書店沒(méi)有商場(chǎng)的引流和扶持，擁抱線上就成為存活下來(lái)的關(guān)鍵策略。但若想在商業(yè)上盈利，持續(xù)經(jīng)營(yíng)下去，還需要把書店的氛圍真正做出來(lái)。“作為一家書店要定位準(zhǔn)確，然后服務(wù)好這部分人群就夠了，”孫謙說(shuō)，“要去尋找或者創(chuàng)造自己獨(dú)特的商品，接著就是建立跟消費(fèi)者之間的友情，我覺得這才是逐漸往下走的過(guò)程?！?/p>
與消費(fèi)者之間的情感聯(lián)系也是朱鈺芳格外強(qiáng)調(diào)的一點(diǎn)。提到創(chuàng)立曉風(fēng)書屋的初心，她說(shuō)，“我們周圍有很多社區(qū)，書店里的孩子都是從小看我們的書長(zhǎng)大，現(xiàn)在已經(jīng)變成父母帶著孩子來(lái)看書了。這樣的傳承其實(shí)讓我們更愛惜自己的平臺(tái)，要做成一家我們認(rèn)為能夠拿出去跟讀者交代的書店?！北绕鹌渌庇谙蛲馔卣沟倪B鎖書店，曉風(fēng)書屋在創(chuàng)辦的25年間始終根植于杭州本土文化，除了讓書店與本地的博物館、景區(qū)、醫(yī)院、學(xué)校等有機(jī)結(jié)合，各個(gè)門店還推出了不同主題的書目和文創(chuàng)產(chǎn)品，邀請(qǐng)專家學(xué)者來(lái)做活動(dòng)，為的是讓每一家門店都打造出自己的IP。
孫謙認(rèn)為，未來(lái)開書店這件事會(huì)變得越來(lái)越難。過(guò)去的書店只要有書就會(huì)有人來(lái)，而如今，書店不僅要有書，還要去主動(dòng)尋找新的貨源和特殊的商品，要與受眾不斷地互動(dòng)，這實(shí)際上大大提高了對(duì)運(yùn)營(yíng)者的要求?！暗怯幸粭l，你一定要有服務(wù)讀者的心，把讀者當(dāng)成純粹的消費(fèi)者肯定會(huì)失去他們，把讀者當(dāng)成朋友才能夠做得長(zhǎng)久?！?/p>
參考資料：
《網(wǎng)紅書店言幾又，被曝發(fā)不出工資了》，雷達(dá) Finance，
https://mp.weixin.qq.com/s/hu-A5wA0QlX3I9jnXoUhxw
《連關(guān)數(shù)店、被爆欠薪，網(wǎng)紅書店“言幾又”怎么了？》，南都周刊，
https://mp.weixin.qq.com/s/fa7RAHVKTqVxFcebO-8nCg
《言幾又成“老賴”，網(wǎng)紅書店走上欠薪路》，鋅財(cái)經(jīng)，
https://mp.weixin.qq.com/s/_fan2GOQ5OjZ-PdhXKwIAg
《你常去的書店變成網(wǎng)紅打卡地了嗎？》，界面新聞，
http://www.learnwithfaith.com/article/2876521.html
《這家曾融資2.4億的網(wǎng)紅書店，發(fā)不出工資了》，做書，
https://mp.weixin.qq.com/s/oHckrcZR4B6ZtnNv3kWp6Q
《2021中國(guó)書店大會(huì)：去年中國(guó)新開書店是關(guān)閉的2.6倍》，澎湃新聞，
https://www.thepaper.cn/newsDetail_forward_11964969
《8成實(shí)體書店銷售額下滑，誰(shuí)能救書店？| 362家書店調(diào)研報(bào)告》，書店行，