Modern bookstores offer more than good titles<\/p>\n
Rudijanto, Contributor, Jakarta<\/p>\n
\"No reading, please\" or \"No browsing, please\". Those warnings
\nin typical bookstores have disappeared in some modern bookstores,
\nreplaced with a cozy atmosphere, soft chairs and ear-pleasing
\nmusic. Has this strategy boosted growth?<\/p>\n
Common sights in modern bookstores are not just neatly
\ndisplayed books ready for browsing, but, surprisingly, also
\nvarious programs like book launches, handicraft demonstrations
\nand even cafes and restaurants integrated in the entire concept
\nof the bookstore.<\/p>\n
The disappearance of the watchful eyes of store attendants has
\nalso created an atmosphere of freedom for visitors who want to
\ntake more time to scrutinize or even read the books that attract
\ntheir interest.<\/p>\n
\"We would like to think that QB World Books is not merely a
\nbookstore, but a community center in which people from different
\nbackgrounds interact. It is without a doubt a bookstore that is
\nbuilt with love of books, love of literature, writers and
\nartists,\" said Richard Oh of QB World Books in Jakarta.<\/p>\n
A community center, a meeting place for people from various
\nbackgrounds, seems to be the strategy applied by modern
\nbookstores, including QB World Books, Kinokunia and, perhaps,
\nPeriplus.<\/p>\n
In this concept, books are no longer the only reason for
\nsomeone to visit a bookstore. In other words, modern bookstore
\nmanagement has to stimulate other needs for people to visit their
\noutlets. Any intellectual-oriented event or book launch has the
\npotential to attract visitors.<\/p>\n
QB World Books, for instance, has held the annual Khatulistiwa
\nLiterary Award for the last five years. Weekly, the bookstore
\nalso organizes special literary and cultural events.<\/p>\n
\"If there is an author who wants to launch their book here, he
\nor she is welcome and we will provide a free-of-charge space for
\nthe launch,\" said Jakarta's Kinokunia bookstore director Paulus
\nTandagi.<\/p>\n
Kinokunia is determined to provide a perfect meeting place for
\npeople by integrating the Chatterbox restaurant and Starbucks
\ncafe in its concept. Visitors who want some refreshment after
\nhours of browsing books have a good place to eat and chat.<\/p>\n
\"We are not here strictly speaking to sell books, but we
\nprovide a meeting place for people who have the same interests.
\nThat is why we provide them with facilities that support such
\nactivities,\" said Paulus.<\/p>\n
However, a bookstore is a bookstore and, therefore, books
\nstill occupy an important place in the whole concept. That is why
\nan availability of good books, the kind of books available and
\nthe amount of old titles and new arrivals still are a magnet for
\nbookworms.<\/p>\n
\"We have about 300,000 book titles and one million copies
\navailable in our bookstore. Every week there are about 20 to 30
\nnew titles arriving, mostly from abroad,\" said Paulus.<\/p>\n
Receiving new books from well-established publishers is
\nanother important strategy that modern bookstores have to follow.
\nAcquiring the trust of those publishers that payments will not be
\nlate and the books will be properly sold is important.<\/p>\n
That is why some players have opted to buy a franchise from
\ninternationally respected bookstore rather than starting from
\nzero. For instance, Jakarta's Kinokunia is able to display newly
\nreleased titles from well established overseas book publishers
\ndue to the name of its franchiser, the Japanese-based Kinokunia.<\/p>\n
Fast-growing bookstore chain Periplus has no trouble
\nacquiring new titles. Starting with its first bookstore in Bali
\nin 2000, it was receiving imported books from various well
\nrespected overseas publishers due to its already well-established
\nsister company, Java Books.<\/p>\n
Being one of the largest distributors of foreign books, Java
\nBooks has been supporting Periplus bookstores from the very
\nbeginning. No wonder that Periplus has been able to expand to 32
\nbookstores in Indonesia. By the end of this year, Periplus'
\noutlets are expected to reach 35 bookstores with the opening of
\noutlets in Jakarta.<\/p>\n
Like Kinokunia and QB World Books, Periplus puts the emphasis
\non creating a cozy atmosphere with a touch of Indonesian style in
\nall of its outlets. But unlike other bookstores that emphasize
\nthe size of their outlets, Periplus' bookstores are relatively
\nsmall.<\/p>\n
\"Our concept is a boutique bookstore. Aside from being
\nconvenient, our shops are located close to the customers' places.
\nBeing a boutique bookstore, we are also more flexible in
\nadjusting the types of books to the tastes of our customers at
\nspecific outlets,\" said Java Books marketing and business
\ndevelopment manager Hanna Yakin.<\/p>\n
With this concept, the types of books displayed in the
\nPeriplus outlet in Jakarta's Plaza Indonesia might be different
\nfrom those sold at Jakarta's Periplus outlet in Kemang or Bali's
\nNgurah Rai International Airport.<\/p>\n
Compared to local bookstore chains such as Gramedia and Gunung
\nAgung, the books in QB World Books, Kinokunia and Periplus are
\nmostly imported. English-language books constitute the majority
\nof the titles, but Mandarin and Japanese titles are also
\nincreasing their presence.<\/p>\n
With such selections of books on display, QB World Books,
\nKinokunia and Periplus certainly aim at different market segments
\nthan local bookstore chains. Focusing on the English-speaking
\nIndonesian and expatriate markets, these bookstores hope to tap
\nthe huge potential of the market.<\/p>\n
Many Indonesians looking for children's books might be greatly
\nsurprised to see the prices of such books, usually in English, at
\nKinokunia or QB World Books and Periplus, which can reach above
\nRp 100,000 (above US$10) per title. While if they shop in local
\nbookstores, they can get four titles or more of either Indonesian
\ntranslated versions or locally printed books.<\/p>\n
\"Yes, it is true that our people might not be able to purchase
\nexpensive books at this juncture of our economic condition, but
\nthings will change slowly for the better,\" said QB World Books'
\nRichard Oh.<\/p>\n
Players in the Indonesian imported book market sound very
\noptimistic about the growth of this market. In spite of this
\noptimism, Richard stresses that selling books has never been a
\nbig or glamorous business anywhere in the world.<\/p>\n
\"It is in fact not a business, but a passion for sharing our
\nlove of books with the multitude. That should, I think, be the
\nspirit,\" said Richard, who is also a respected author.<\/p>\n
The rapid growth of bookstores specializing in selling
\nimported books is tangible proof that this \"passion for sharing a
\nlove of books\" is indeed a lucrative business. As the bookstore
\nchains expand their business, Indonesian bookworms have reason to
\ncelebrate.<\/p>",
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"sponsor": "Okusi Associates",
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