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丸善社長 小城武彦氏インタビュー

日経2009/10/25朝刊「そこが知りたい」より、丸善社長、小城武彦氏インタビュー。

本が売れない状況に関して

ネットの浸透など不振の理由は色々あるが、我々の立場で言えば読者と本の出会いの場である書店の提案力の弱さが一因。普通の小売業でやっているマーケティングをさぼっていたと反省している。

――書店経営の現状は。

新刊書は年間7万冊、1日当たり200冊も出ているのに、書店で売れ残った本の返品率は40%に達している。s

昔ながらのの書店関係者は、小売業という意識が薄く、知る権利を満たすためのインフラであるという意識が強い。顧客でさえも顧客と呼ばずに「読者」と呼ぶ。したがって「読者は知を求めているはず」という勝手な前提に基づき、自社の売り上げ不振を「活字離れ」と社会現象として経営責任を感じることがない。その点小城社長は小売業であるという認識が強い。

――出版社や取次店との関係をどう構築する。

書店が客層や売れ筋を分析し、お客がどんな本を求めているかといった情報を『川上』の出版社や取次店に提供する。我々も本を売り切る力をつけて返本率を下げる。そうして双方の収益増につなげたい。

すごく当たり前のことですが、他の小売りではやっていること。雑誌を含めるとコンビニが本の売り上げでは一番のシェアにであり、コンビニのマーケティング力は推して知るべしです。

オールドタイプの書店は苦労をしているものの、出版不況のさなか、雑貨とセットで売っているビレッジバンガードは勢力をのばしていたりもする。セレクトショップというスタイルなので、提案力そのものが価値とも言えるのですが、やって出来ないことはないといういい例。

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