A reading desk with a Joseon Dynasty painting, a cute Snoopy bag… Fierce ‘goods competition’ among bookstores

2024-07-04 03:53:19

A reading stand with a painting titled ‘Chaekgado’ by Joseon Dynasty painter Jang Han-jong. Courtesy of Yes24

A beautiful painting is contained within an ordinary reading stand. It is a painting depicting a bookshelf of the wealthy class during the Joseon Dynasty. The bookshelf in the painting is filled with books. There are also high-quality porcelain, stationery, and flower pots on display. Somehow, if you use this reading stand to read a book, you will be able to immerse yourself in reading like the scholars of old.

The painting inside the reading stand is called ‘Chaekgado’. It is a work by Joseon Dynasty painter Jang Han-jong (張漢宗·1764~1815). Online bookstore Yes24 collaborated with Gyeonggi Provincial Museum, which owns this painting, to release ‘goods’ (souvenirs) this April, and it is not sold in other bookstores.

A camping bag featuring characters from the cartoon Peanuts. Courtesy of Aladdin

Recently, bookstores are collaborating with various companies to release differentiated goods. Online bookstore Aladdin released a camping bag with Snoopy, a famous cartoon character from the Peanuts series, on the 3rd. Kyobo Bookstore is selling tumblers and notebooks with the famous KakaoTalk emoticon character, Nolja Bear, until the 22nd of next month. Yes24 has been releasing goods in collaboration with brands mainly sought after by women in their 20s and 30s since last year, gaining popularity on social network services (SNS). Yes24 produces an average of 96 types and 650,000 items of goods a year.

Bookstores invest in goods because they can increase the average purchase price (average purchase amount per customer). According to Yes24, the average purchase price of readers who purchase goods is about twice as high as that of readers who do not purchase goods. To purchase goods, you must meet the minimum purchase amount, which is usually around 30,000 won. This is to induce additional purchases from readers who were planning to buy only one book. The ‘goods competition’ among bookstores to survive the publishing industry recession is expected to become even fiercer.

Reporter Lee Ho-jae [email protected]

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2024-07-04 03:53:19