Planning and Marketing of "Frightened Little Tiger": Frightened Little Tiger

Since the children's novel Adventure Little Tiger was successfully put into the market by Zhejiang Children's Publishing House at that time, many publishing houses have successively launched various adventure interactive novels by author Thomas Brezina. From 2003 to 20 12, the names of Thomas and Brezina appeared in the marketing and publicity highlights of various children's clubs countless times. In the past ten years, Little Tiger Adventure published by Zhejiang Shaoshe has reached tens of millions, and its content has been upgraded and revised many times, resulting in many products and unlimited brand expansion. Until today, as long as the books related to Adventures of Little Tiger published by Zhejiang Shaoshe have achieved quite good results, Adventures of Little Tiger is still a frequent visitor to the bestseller list of children's literature today. On the contrary, other publishing houses, whether called "Little Tiger" or not, can't meet the publishing expectations, and 20,000 to 30,000 sets have become an insurmountable threshold.

It was not until the summer vacation of relay press 20 1 1 that Scaring Little Tiger finally changed a little. Although there is still a big gap between it and The Adventures of Little Tiger and The Girl Little Tiger written by Zhejiang Shaoshe, in the end, some operators began to seek to break through the strange situation of Thomas Brezina's publication in China for ten years, and became a little dark horse in the publication of Thomas Brezina's works, which provided a new exploration for the publication of children's books in China.

Early theme selection demonstration

"Frightened Little Tiger" by Relay Press went on the market in August 20 1 1. The circulation of 70,000 sets in eight months is far from reaching the level of the super bestseller Adventure Little Tiger, but it is also a new starting point and a new attempt for children in China to publish Thomas Brezina's works. Frightened Little Tiger, formerly known as Horror Club, was published by Xinhua Publishing House as early as 2003. It is the time when the Adventures of Little Tiger by Zhejiang Shaoshe gained great market recognition through marketing. However, The Club of Terror is far from the expectations of publishers and distributors. It was published in several forms, and finally failed to occupy the market and become a brand.

20 10 I work in the editorial department of young books of relay publishing house, and I have relatively little practical experience in children's market. After the success of the Chinese version of Twilight, I just put the Chinese version of Percy Jackson, a best-selling fantasy children's book in Europe and America, on the market. I just accumulated a little experience in the planning and marketing of children's bestsellers. At the same time, by chance, I saw a new literary work "Dream City" by the author of the German best-selling children's book "Captain Blue Bear 13 Half-Life" on the list, so I passed the international cooperation department, because I was not in the children's editorial department at that time, and these materials were mainly judged by the children's editorial department, and I didn't study them too much. After two topic selection meetings, this topic selection opinion was abandoned, and everyone's main worries came from two points: First, many books of Thomas Brezina were operated by other clubs outside Zhejiang Shaoshe, but they did not meet the market expectations. Relay Club once launched a new book by a new author, Cyclone Little Tiger, which was more novel than the interactive product Adventure in Little Tiger, and did not achieve the expected results; Second, other clubs have published books, which are not recognized by the market, and they are old books. As a result, the overall opinions of all departments gave up, but I saw new opportunities. At the demonstration meeting of the club, I have been adhering to the teaching of Mr. Bai Bing, the editor-in-chief, insisting on my own judgment on the book, not blindly following the text, consulting data, speaking from the text, understanding the market, evaluating risks, and judging and predicting the market prospect accordingly. Therefore, I began to study this book in depth. Through the investigation, I have different ideas about the "terrorist club": the reader advantage of Adventure in Little Tiger is still there; Our agency has the unique advantages of planning "Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose" and other works. Because this topic is an old book, it has been repeated several times, with low quotation risk and low break-even point of market sales. At the same time, although the publishing house used the market strength of Adventure Little Tiger before, the lower market sales limit of this set of books was relatively high at that time, and the old readers were more interested in this book. The characteristics of the characters are obvious. I think we can repackage the book with the help of the group battle in the club to make it rejuvenate ... Based on the above judgment, I think this book can easily bring market returns through certain planning, with a minimum sales volume of 20,000 sets and a target sales volume of 50,000 sets during the copyright period. The author's works are very in line with the construction direction of the introductory section of children's literature in our society, so we firmly put forward the idea and production plan, and after two or three meetings, we finally got everyone's support and got it.

Packaging positioning in planning stage

In the planning and production stage, the reasons for the failure of the "terror club" of Xinhua Publishing House were analyzed first, and the old books of Xinhua Publishing House were shown to colleagues who had done "goose bumps". At that time, the feedback was that the atmosphere was not as thick and exciting as Goosebumps, the book cover was too dark and the price was high. I was a little worried, but I also brought a reasonable solution. 1. Re-translate the text, shape the atmosphere, and pay more attention to popular and juvenile languages in editing and processing; 2. Colleagues who know German should give full play to their advantages and choose the text story with the most plot and suspense; 3. Still choose the old foreign pictures, but choose the most imaginative and imposing one as the cover picture, and design and package at the same time, change the old look and highlight the international brand, which is in line with marketization and readers' preferences; 4. Learn from the failure experience of a single book and a story at that time, at least consistent with the upgraded version of Zhejiang Shaoshe two-in-one book, and comprehensively choose which two stories to put together based on the above benchmarks. 5. Consider the gifts, resolutely give up the superfluous and fragmentary monster gifts and various crime-solving gadgets, and only keep the necessary decryption cards. After on-the-spot investigation in the store, the decryption card has been inserted in a more labor-saving and money-saving way. And draw lessons from the experience of Adventure Little Tiger to prepare extra decryption cards for bookstores, so as to reduce interactivity and improve the interest of giveaways, attract readers with the novel magazine of Little Tiger, and introduce various historical knowledge, scientific information and tips related to wonderful stories, as well as strategies to deal with ghosts, jokes about ghosts and many incredible and magical stories; 6. On the page number and pricing, based on the low price strategy of Zhejiang Shaoshe, and on the premise of book quality, the pricing strategy of 15 yuan is made with slightly larger format, slightly smaller text, beautiful typesetting and more affordable thickness.

Combining pre-marketing promotion with readers' survey, we choose to let local library teachers organize primary school students to fill out questionnaires about the titles of series, single books and covers, and conduct surveys among core readers who like Adventure Little Tiger and Goose Goose Goose Goose Goose Goose Goose Goose through the Internet and campus, which has gained useful reference. As for the name of the series, every publishing house is actually entangled in the word "Little Tiger", many of which are called "Little Tiger", and the best seller is still Zhejiang Shaoshe. There are also publishers who come up with new ideas completely, but find that readers don't recognize this at all, and the author's name has little influence. In fact, after analysis and investigation, Little Tiger, as a symbol, is more deeply rooted in people's hearts than the author. The orientation of The Frightened Little Tiger from the beginning of the topic selection is to combine the advantages of Adventure Little Tiger with the advantages of our children's suspense thriller Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose Goose. Therefore, the logo of "Little Tiger" must be kept, and the names of groups such as adventure camps and societies should be abandoned. The focus should be on adventure, whirlwind, super and growth This interactive function extends the pursuit of adventure and solving crimes in Adventure in Little Tiger to the courage to discover the truth. First, find some more wonderful readers from Adventure in Little Tiger. We will catch the old readers who had expected the "terror club" before, and at the same time attract those readers who are willing to participate in the interaction like "goose bumps" to form a relatively unique group of new readers who belong to "frightened Little Tiger" and establish a brand. On the other hand, in the early stage, the title and cover of "Scared Little Tiger" and hundreds of singles were sent to opinion leaders and bookstore leaders, which received good preheating and positive feedback, and the publishing opinions were also integrated into the planning in advance. Through the annual book fair, we communicate with major publishing houses about fake books with preliminary cover designs, adjust various cover design issues, and make different style features compared with Adventure Little Tiger and Goose Goose Goose Goose Goose Goose. When it finally went on the market, it got good feedback. Many publishers compiled the book as soon as they got it. After 65,438+0 months of sales, the goal is to reach 50,000 copies within one year.

Promote and make full use of strength after listing.

There are several ways to promote it. For the new terminal readers, it is mainly emphasized that Little Tiger in Panic is one of the many best-selling novels in Thomas Brezina, and the author is also required to write an enthusiastic letter for young readers in China, causing a sensation, and choose the most interesting story "Hotel that can't get out" as the interactive content selected by many media. According to the characteristics of "Little Tiger", a positive and interactive slogan "Dare to beat the tiger, dare to beat you" is formulated, so that everyone can participate. At the same time, it emphasizes suspense and courage training, and publishes articles in the mass media to let parents understand that this series encourages and guides young readers to pay attention to protecting themselves, analyze problems more calmly, solve thrilling mysteries with scientific wisdom and brave spirit, and dig out potential truth. In Xidan Book Building and other places, we found that some grandparents specially chose Little Tiger in Panic for their children, which also shows that this set of books has been positively recognized by parents. At the same time, it will send a nostalgic card to the old readers of Adventure Little Tiger, and stimulate those readers who have tried to find a "horror club" but failed to find it through online activities to buy or participate in comments on this set of books, and let readers participate in the creation of Little Tiger's own magazine.

In view of the series of Adventure in Little Tiger by Zhejiang Shaoshe, which adopts different strategies, such as "choosing low-priced books, multi-variety and large-scale combat strategy, adopting regional market differentiation and segmentation, gradual promotion, point-to-area and divide-and-conquer strategy", The Scared Little Tiger entered the market in a penetrating, ingenious and ingenious way, focusing on private channels with rapid feedback, and achieved the goal of issuing 50,000 sets within half a year. Private channel sales drive end readers to give feedback to Xinhua Bookstore, and cooperate with the theme activities of children's suspense thriller adventure novels of Xinhua Store Relay Society during the winter vacation. After the Spring Festival of 20 12, the sales of this series began to reverberate in Xinhua system. In the off-season, the strategy of controlling moderate hunger marketing is adopted to ensure publishers and readers' thirst for book freshness and to add goods in time to meet market demand.

The first season of Scared Little Tiger is just the beginning. Winning by cleverness and winning by surprise is an example. Individual wisdom must be integrated into the collective, and every successful book is operated by a team. The publication of this set of books can provide a new idea for Thomas Brezina's books to be published in China after ten years, and provide a possibility for trying to get out of the strange circle. Today, everyone says that the children's literature market has great potential, so it is particularly valuable to think more, persist more and change more.