在疫情初期，实体书店因客流锐减而陷入经营困境。为维持运转，不少书店尝试通过外卖平台配送图书，将‘送书上门’作为应急之举。出乎意料的是，这一临时措施逐渐演变为稳定的消费习惯和新的增长点。一方面，消费者对便捷、无接触服务的需求持续存在；另一方面，书店通过优化选品、搭配文创产品、推出主题书单等方式，提升了外卖订单的附加值。例如，一些独立书店与咖啡、文具等商品捆绑销售，打造‘阅读生活包’，不仅提高了客单价，也增强了用户粘性。此外，外卖渠道还帮助书店触达了原本不进店的新客群，尤其是年轻用户和社区居民。数据显示，部分书店外卖销售额已占整体营收的20%以上。如今，‘书店+外卖’不再只是权宜之计，而是融合线上线下、拓展服务边界的重要战略。未来，随着本地即时零售生态的完善，书店有望通过这一模式实现更可持续的发展。
At the onset of the pandemic, physical bookstores faced severe operational challenges due to a sharp drop in foot traffic. To stay afloat, many turned to food delivery platforms to send books directly to customers—a stopgap measure that unexpectedly evolved into a stable new growth channel. On one hand, consumer demand for convenient, contactless services has persisted; on the other, bookstores have enhanced the value of delivery orders by curating thematic book lists, bundling books with stationery or coffee, and offering ‘reading lifestyle kits.’ These strategies not only increased average order value but also strengthened customer loyalty. Moreover, the delivery model helped bookstores reach new audiences—particularly younger consumers and local residents—who might never have visited in person. In some cases, delivery sales now account for over 20% of total revenue. What began as an emergency response has matured into a strategic integration of online and offline services, expanding the bookstore’s role beyond retail. As the local instant-commerce ecosystem continues to develop, this model offers a promising path toward sustainable growth for independent bookstores.
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