Unprepared! Kindle announced to stop operating in China, the “elevator” of progress suddenly fell

Kindle is the "elevator" of human progress. This elevator is going to be cut off in China.

Just when everyone was still struggling about what to buy on the 618 shopping festival, Amazon China suddenly released an announcement that surprised all e-book lovers – Kindle China will make major adjustments, including suspending e-book sales and Kindle e-readers. Great supply.

Amazon will suspend the supply of Kindle e-readers to resellers from now on, according to a detailed announcement from Amazon.

Kindle China's e-book service will also maintain a 1-year operation and a 2-year download service. After the expiration, it will no longer be able to download content from the cloud. Users who have purchased Kindle e-books can apply for returns in accordance with the Kindle e-book return policy.

In the long run, it's basically a foregone conclusion that the Kindle will cease operations in China.

Kindle, which entered China in 2013, China has not waited for the 10th anniversary, and will leave the Chinese market first. There is no doubt that this is an earthquake in the Chinese e-book market.

Unexpected, and reasonable

After the news that the Kindle was out of service in China was released, the news of e-book lovers' memory of the Kindle quickly exploded on Weibo and the circle of friends.

Although everyone usually ridicules the Kindle as an "instant noodle cover" that eats ashes, if it really wants to abolish its martial arts and become a "brick" that can only read, most readers still can't bear it.

It's just that everyone knows very well that the day when Kindle China will stop operating will come sooner or later.

Some readers who reminisce about the Kindle said that until the moment they saw the news that the Kindle was out of service in China, they remembered that there was a Kindle that had long been out of power in a corner of their home. Can't remember.

Jonathan Ho, who has witnessed the Kindle's entry into China, said that since 2 years ago, he has rarely bought books on the Kindle China store, and gradually shifted to reading on e-book platforms such as WeChat reading.

The reason why he gave up Kindle is also very simple. The typesetting and experience of e-books in Kindle China will always be one step behind that of Kindle overseas or other local platforms. It is difficult to tell whether this is because Amazon is not accustomed to China's soil and water, or is it against China. The market doesn't pay enough attention.

In January of this year, there was news on the Internet that Kindle was out of stock across the board, and it was suspected that it would withdraw from the Chinese market. At that time, Amazon China responded that it was just a lack of chips produced by the manufacturer, and everything was operating normally, reassuring consumers.

It's just that this reassurance pill has not been enough for half a year, and Kindle will officially stop the service in China. As for the reason, Amazon has not yet given a reasonable explanation.

The shutdown of Kindle in China confirms that the "Amazon + Kindle" software and hardware sales model has officially failed in China. In the future, there will be neither "Kindle" nor "Amazon" in China.

Before that, this model of relying on hardware and selling content services helped Amazon create a huge e-book empire, which has firmly occupied the world's No. 1 market share for 16 years.

Constructed the basic rules of domestic e-books

At the beginning of its launch, Kindle put forward the concept of "putting bookstores in their pockets" – what consumers buy Kindle is not only a reader, but more importantly, they can get books anytime, anywhere in the Amazon cloud store.

Just like "iPod + iTunes", consumers pay for this complete set of services, which is also the success rule for Amazon to beat other competitors and rapidly rise in the early days of the e-book market.

Kindle quickly became popular in the United States after its release in 2006, sweeping the American digital publishing market and setting off a true paperless revolution. Five years later, Amazon came to China with the same rules of success. At this time, China's e-book market was still barren. If Amazon wanted to replicate the success of Kindle in China, the most important task was to establish market rules first.

"Selling e-books" is much more complicated than "buying e-books", because it means that online booksellers and offline publishers, distributors, and authors have to set off a bloody showdown around interests. An irreversible contradiction between the old and new forces.

Before Amazon, no manufacturer could strike a balance that would satisfy everyone in the complex chain of interests.

Sony, which launched the e-reader before the Kindle, failed to formulate a reasonable distribution plan, causing publishers and authors to resist the launch of the e-book version, leaving the Sony e-reader empty with hardware but no books to read. embarrassing end.

This is the only way for traditional publications to turn to digital publishing. Whether it's from CD to mp3, DVD to streaming, or physical book to e-book, it's a tough tug of war.

And it is Amazon who "flattened" the rough road of China's e-book market.

In fact, China has long recognized the booming e-book market. After the Kindle was released in 2007, its rivals on the other side of the ocean quickly emerged. Companies such as Hanwang, Founder and Newman have launched their own e-reader products and started to build their own content platforms.

It's just that the difficulty of building a platform is far beyond the imagination of these manufacturers.

According to a report from China Business News, Hanwang announced in 2010 that it would invest 30 million to build an e-book store, and reached a 28/20 cooperation with publishers. In the end, consumers did not buy into the scarce content resources. Hanwang also fell into two consecutive years of loss.

While online book retail giants like Dangdang and JD.com hold high the banner of e-books, their slow pace of transformation has not caused much turbulence. Some paper-based bestsellers have not been digitized for a long time, and they are still nostalgic in the final analysis. old days.

But how easy is it to let go of the old times? As mentioned earlier, there are too many scattered stakeholders involved. If you want to integrate them and let go of the fight for the electronic book, the integrator needs to have strong channels, enough funds and strong spirit. This was obviously a difficult problem for Dangdang, Jingdong or Shanda Bookstore at that time.

In 2011, after the Kindle China team entered China, the traditional publishing house began to slowly change to the digital wave.

After the Kindle team entered China, they first visited the four most representative publishing houses in China, CITIC, Waiyan, Huashang and Commercial Press. The purpose is to dispel the wariness of traditional publishing houses on digital publishing, and to prove that digital publishing and traditional publishing It should be a symbiotic relationship, not one that grows and grows.

An important market strategy of Kindle China's operation is to promote the simultaneous sale of paper books and e-books, so as to calm publishers' concerns that the paper book business will be affected.

Soon Kindle won the support of a large number of publishers in China. When Kindle officially released the national version, it has established cooperation with more than 200 publishing houses, which has played a significant role in promoting the transformation of domestic books to electronic technology.

According to the "2012-2013 Annual Report of China's Digital Publishing Industry", the domestic e-book revenue reached 3.1 billion yuan, an increase of 87.9% compared to the previous year's 1.65 billion yuan, and the e-book industry has officially entered a period of rapid development.

Also after Kindle entered China, brands such as Palm Reading and Xiaomi began to build e-book stores with a certain scale. E-books gradually took off the hat of "pirated books", and consumers' acceptance of e-books began to gradually increase. .

The "2021 China Digital Reading Report" shows that in 2021, the overall scale of China's digital reading industry will reach 41.57 billion yuan, and the per capita e-reading volume will be 11.58. E-books have changed from a niche choice in the past to a national reading demand.

But at this time, Kindle as a pioneer is no longer synonymous with e-books, the way people get books has become more and more convenient, and which digital bookstore comes from has become no longer important.

Don't forget to dig wells

This is a business story that has happened countless times. Kindle, like Yahoo, MSN, Airbnb, and Uber, has brought us the enlightenment of the convenience of digital services and established business rules for a new market.

When these services take root in China, they will naturally evolve a new set of market rules that are more suitable for localization. Once these pioneers fail to keep up with the new set of rules, they will only leave the market sadly.

Business is always cruel, and the Kindle has been driven away by newer and better e-book services just like offline physical books were driven out 10 years ago. It's just that when we pick up e-books again, the Kindle as a well digger should not be forgotten by us.

From kindle, Fire is born.

As the Kindle slogan said, lighting a prairie fire is the best mark of the well digger's encounter with China.

Stop talking nonsense.

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