社區(qū)書店的堅(jiān)守者

栗子

有人說：“若想讓朋友破產(chǎn)，讓他開書店吧。”一句玩笑卻道破了當(dāng)下實(shí)體書店生存之困境。確實(shí)，在新媒體的助推下，網(wǎng)絡(luò)書店方興未艾，人們的閱讀習(xí)慣也悄然轉(zhuǎn)變，實(shí)體書店似乎前途迷茫，充滿未知。

“很多時(shí)候，我覺得書店快要撐不下去了，但孫總咬咬牙，又過了一年。”說這話的是新華書店鑫軒店的業(yè)務(wù)經(jīng)理張斌，而他口中的孫總，就是孫迪珍——杭州鑫軒貿(mào)易有限公司的總裁，也是這家書店的創(chuàng)始人和堅(jiān)守者。

白色休閑褲，綠色短袖上衣，一頭披肩的卷發(fā)，從辦公桌前站起來的這位雅致女人，就是今天我們采訪的主人公——孫迪珍。

回憶5年前開書店的初衷，孫迪珍用了“突發(fā)奇想”4個字。孫總說，打拼商場多年，就是想停下來做些相對風(fēng)平浪靜的事情，選擇書店則是因?yàn)樽约簭男劭磿⒆x書。“我想開個書店，既可以滿足自己喜歡看書的愛好，又找到了理想的事情來做。”

但想開書店，沒有經(jīng)驗(yàn)怎么辦？找新華書店！就這樣，她找到了杭州市新華書店，希望開展合作。對當(dāng)時(shí)的杭州市新華書店來說，這也是一個大膽的想法。新華書店與民營書店似乎一直是競爭關(guān)系，除了配貨，還能不能深度合作？雖然剛開始略有遲疑，但信奉“創(chuàng)新就是生命”的杭州市新華書店總經(jīng)理許悅，很快就合作模式等問題與孫迪珍達(dá)成共識：即利用新華書店的品牌號召力，采取加盟連鎖形式，由書店輸出品牌與管理方式并提供商品配供，而鑫軒公司提供物業(yè)、人力，負(fù)責(zé)日常經(jīng)營管理。此舉令缺少從業(yè)經(jīng)驗(yàn)的鑫軒公司減少了“從頭摸索”的時(shí)間和成本，很快走上規(guī)范運(yùn)營的正軌；對杭州市新華書店來說，當(dāng)時(shí)，整個濱江區(qū)沒有一家新華書店，而合作填補(bǔ)了主渠道在這個區(qū)域的空白，實(shí)現(xiàn)了低成本擴(kuò)張。

時(shí)光一晃5年，2007年所萌生的這一念頭，如今已經(jīng)變成了1500平方米的鑫軒店，三層樓中，有兩層為營業(yè)場所，另一層為辦公場所，在售的圖書和音像制品多達(dá)3萬種。在鑫軒店開業(yè)之前，附近基本沒有什么商業(yè)氛圍，但隨著書店的開業(yè)，周圍逐漸聚集起了超市、水果店、咖啡店、藥店等生活配套商店，這也從另一個方面體現(xiàn)了書店對周圍人氣的帶動作用。作為濱江第一家也是唯一一家書店，鑫軒店的創(chuàng)辦無疑為這片區(qū)域帶來了濃郁的文化氛圍。

而為了讓鑫軒店盡快上手并良好運(yùn)營，杭州市店還專門把中層干部張斌派駐到店里，他一干就是5年。張斌來鑫軒店前，在杭州慶春購書中心工作，談起書店，他可謂滔滔不絕。“其實(shí)就盈利情況來講，我們每年都有虧損。雖然每年的營業(yè)額都有所增長，但是實(shí)體書店普遍不景氣已是不爭的事實(shí)，所以鑫軒店也面臨著嚴(yán)峻的變革壓力。”

閱讀環(huán)境發(fā)生改變，網(wǎng)絡(luò)書店強(qiáng)勢沖擊，和每一個實(shí)體書店一樣，濱江鑫軒店也面臨著諸多難題。“書里夾了很多小紙條，很多人來看書，但不愿意買書。”孫迪珍說，為了減輕壓力，增加利潤，書店想了很多辦法。比如到學(xué)校（大學(xué)圖書館）去開店，在店里開設(shè)茶吧，到居民區(qū)發(fā)卡片，到周邊的機(jī)關(guān)企業(yè)推銷等。動作最大的則是裁員。由于人工費(fèi)用太高，去年書店裁掉11名店員，普通員工從21名變成了現(xiàn)在的6名。

從今年3月開始，書店嘗試通過繪本租賃的平臺，借助相關(guān)專業(yè)人員的力量，開始探索幼兒托管培訓(xùn)領(lǐng)域的業(yè)務(wù)。“由于書店零售環(huán)境的變化，整個業(yè)態(tài)都面臨著很大的危機(jī)。但作為‘社區(qū)書店這一獨(dú)特的存在模式，要生存我認(rèn)為還是有機(jī)會的。讀者的‘求近、‘方便等訴求，正是我們努力的方向。”張斌說，針對這個突破口，鑫軒店采取送貨上門的服務(wù)模式，逐漸在社區(qū)附近積累了一定的影響力。比如，白馬湖建國飯店通過旁邊社區(qū)要到了書店的電話，訂購了一批書籍；而“復(fù)興燃料”也因?yàn)閮?nèi)部小型圖書室更新，專門找到鑫軒店。

同樣是購書，網(wǎng)購比實(shí)體書店便宜，他們?yōu)槭裁匆x擇鑫軒店？對此，孫總說：“因?yàn)槲覀冞€是有自己獨(dú)特的優(yōu)勢：第一，客戶一般需求非常急，而新華書店書的種類齊全，調(diào)度迅速，可以滿足對方的要求；另一方面，我們有專業(yè)的圖書管理人才，可以根據(jù)客戶的需求幫助他們選擇各種類型的書籍，而這是網(wǎng)購所不具備的。”孫總還介紹說，附近有社區(qū)籌建圖書室，新華書店鑫軒店就通過自己的渠道幫助其邀請到了杭州圖書館的老師前來培訓(xùn)，在提供書籍配送的同時(shí)，也幫助其引入了一套標(biāo)準(zhǔn)的管理模式。

視野一旦打開，他們發(fā)現(xiàn)雖然實(shí)體書店的前景堪憂，但還是有一些實(shí)體獨(dú)立書店成功地向人們證明了“奇跡”的存在。如北京的蒲蒲蘭繪本館、廣州的例外方所書店、武漢的德芭與彩虹書店等，它們具體的經(jīng)營模式各不相同、各有特點(diǎn)，或走專精路線，或走多元路線，或走混合路線，但共同的是都努力擺脫實(shí)體書店傳統(tǒng)的單向經(jīng)營的模式：書店不再僅僅是賣書、買書的地方，更是一個精心設(shè)計(jì)和經(jīng)營的人與書、人與人交流、分享的文化空間，在那里，只有在實(shí)體店才能切身體驗(yàn)到的真實(shí)感強(qiáng)烈地吸引著新老顧客。

而對于“社區(qū)書店”來說，無論具體的經(jīng)營模式如何，深植不遷的文化品格才是書店的立根之本。但這文化品格并不以“超塵脫俗”、“遺世獨(dú)立”而高，相反，“在人間”才最是緊要。社區(qū)書店應(yīng)該是社區(qū)中文化傳遞與分享的重要驛站，書店雖然是一種商業(yè)模式，但它存在的意義絕不僅僅只是賣書盈利，而重要的是與人發(fā)生關(guān)系，努力成為社區(qū)需要的一分子。

鑫軒店無疑把握到了這一脈動，這幾年來積極組織名家進(jìn)社區(qū)附近的校園，鄭淵潔、沈石溪等著名兒童文學(xué)作家都為活動注入了大量的人氣；同時(shí)，通過舉辦各種社區(qū)互動活動，提升了書店在社區(qū)中的品牌影響力，構(gòu)建了書店和社區(qū)居民之間的親密聯(lián)系。

有人說，有什么樣的書店，就會有什么樣的城市。而事實(shí)上，有什么樣的經(jīng)營者，也就會有什么樣的書店。言談間，孫總始終是以淺淺的笑意、舒緩的語氣面對書店的虧損。她深知，開書店重要的并不僅僅是盈利，而是一種愛書人的文化情結(jié)。她說，只要還有希望，她就會努力減少虧損，爭取將其長期經(jīng)營下去。一個虔誠的書店經(jīng)營者，必然也是一個有追求、有創(chuàng)造力、有激情和不囿于成見的人，無論給沒給他一個好環(huán)境、好機(jī)會，他都有能力將自己的實(shí)體書店之夢進(jìn)行到底。孫迪珍是這樣，張斌也是這樣。

Community Bookstore Persists

By Li Zi

Sun Dizhen decided to set up a bookstore business five years ago. After working hard at her business for years， she had some money. She wanted to take a break and branch out into a quiet business. Without any idea about bookstore business， she contacted Hangzhou Xinhua Bookstore and sought cooperation. Hangzhou Xinhua Bookstore， part of the national Xinhua Bookstore chain founded in the 1940s， had never run a franchised bookstore before although it had acted as a supplier to many private bookstores in urban and rural areas of Hangzhou.

Xu Yue， chief executive of Hangzhou Xinhua Bookstore， believes in innovation. After a few rounds of negotiation， Xu and Sun worked out a business mode： Xinxuan Bookstore was to be a franchised bookstore bearing the name of Xinhua Bookstore. Xinhua Bookstore would allow Xinxuan to use the brand name， and would supply Xinxuan with management and books. On the other hand， Xinxuan would provide funds for daily operation， logistics， and personnel. The partnership has been beneficial to the both parties. Xu Dizhen directly entered bookstore business； Xinhua Bookstore had a branch in Binjiang District， a new urban center where there had been no Xinhua Bookstore before. This partnership meant that Xinhua Bookstore expanded without shouldering all the costs.

Five years have elapsed since the inception of the partnership in 2007. The three-storied bookstore is not flourishing but it has survived. Zhang Bin， the business manager of the bookstore in Binjiang for the past five years， comments that at every year-end， he thought the bookstore would fold. When it first opened its door to the public five years ago， the bookstore was the only business in the neighborhood. The 1，500-m2 private bookstore now acts as a business center for the community， surrounded by many other businesses. The physical bookstore now faces many challenges. Although it has witness a continuous increase in business turnover over the past five consecutive years， it has to downsize the labor force. Last year， fifteen employees were laid off and now the bookstore has only six employees.

In order to survive， Xinxuan is trying some new business tricks. Since March 2012， it has been running a rental platform where parents can check out pictorial books for their young children. The bookstore hopes to function as a commercial supporter for young parents. Zhang Bin observes that the bookstore has chances to survive as consumers wish to buy in the neighborhood and for convenience. The bookstore now also delivers orders directly. Just a few days ago， a hotel called and made an order of many books. The other day， a community library bought a large number of books to update the library.

Why do clients come to Xinxuan for help？ Usually clients come to seek fast， one-stop solutions. Xinhua Bookstore is a powerful supplier with a full range of books. On the other hand， it has experts that can advise clients how to set up a library. Now it is no longer simply a bookstore business. It is a cultural space where people and books interact and people communicate and share. Though bookstore is a business， it exists to promote itself as a community member and promote human relationships.

Xinxuan Bookstore knows this trend. Over the last few years， it has invited well-known authors of children stories such as Zheng Yuanjie and Shen Shixi to hold lectures at the bookstore. It now runs a series of bookstore-neighborhood exchanges.

Sun Dizhen hopes the bookstore will eventually turn around and make profit. She wants to run the bookstore for as long as possible.