Asia Bookroom – Üzleti Angol Esettanulmány
Case study – Esettanulmány
Szövegértés és üzleti szókincs feladat. Esettanulmány az Asia Bookroom cégről. Először hallgasd meg a videóban szereplő angol nyelvű interjút a cég vezetőjével, Sally Burdon-nel. A második részben pedig oldd meg a szókincsfejlesztő feladatot. Találd meg a meghatározásokhoz illő kifejezéseket.
Asia Bookroom is a bookshop specialising in new, out of print and antiquarian books of Asian interest. The family business began as the Weekend Gallery in the late 1960s, where it operated from a converted flat. At that time it sold only antique maps and prints, but after purchasing a library of Chinese books in the 1970s, and several name changes later, the company has grown to become a specialised Asian bookshop with a global market. Asia Bookroom first started selling books online in 1995, and now makes about 75 per cent of its sales online, of which about 25 per cent is sold internationally. Watch the interview with Sally Burdon, Director of Asia Bookroom. In the second part of the video lesson, take the business English vocabulary quiz.
I’m Sally Burdon. We run Asia Bookroom, which is a physical bookshop here in Canberra, but because of the internet we’re anywhere in the world, simultaneously, 24 hours a day, even though thankfully we’re not open 24 hours a day.
We sell books on Asia, as our name suggests, and we sell everything from antiquarian, which is the antiques of books, through to brand new books. Because we are a specialist business, what we’re offering our customers is expertise and service, and we’re just using the internet to do that, and of course we also have an open shop and we do it here too.
So, I mean I don’t think there is anything very different about the internet, so for anyone who is sort of thinking, “Oh, I don’t know, I don’t know anything about it,” the best thing to do is leap in and get started and to use general business principles.
The same things that apply whether you’ve got someone standing in front of you, also apply if somebody’s in Chicago or you know Moscow or wherever. They expect to get what they expect, they expect to get value for money, they expect a good service and you know, really, if you can do all those things, which is damned hard, then you’re on a winner, I think.
I sort of view the whole internet selling thing as like having another shop. So if you open a shop or open any business there are all sorts of costs involved, and if you want to do without carpet and you want to do without all these things, well, great if you’re selling junky stuff, but if you’re trying to do something a bit better than that, you know, you’re crazy. And it’s the same with setting yourself up on the internet.
So getting a decent website, getting decent software, all that sort of thing, I would really suggest people look around and make the right choices on that, which I know is easier said than done, but it is possible.
Fortunately for many people who are in the antiquarian book trade we were already used to mail order, and I think being used to mail order is a great advantage. It doesn’t mean if you aren’t that you can’t do it, at all, but you’ve got to bear in mind that it’s like anything, there’s a supply chain and you’re part of it. You’ve got to be able to deliver properly, you know, having an area set up for packing and sending things out.
And just basically like any business proposition, thinking it through and thinking through all the various things you need to have set up so that in the end you can impress people with your service, because if you can’t, it’s so easy to click onto somebody else’s website and they’re gone.
I often feel that people kind of get wrapped up in this whole internet thing, and it’s just another way of delivery, it’s just very similar to when we used to do printed catalogues, before the internet came along.
You know, we still had to get all those things right, it’s a bit faster now and people probably expect more of you – you know, that you need to update your website and you need to do all these – you need to look like you’re alive, basically.
We only sell books on Asia – a little bit on the Pacific and the Middle East –but basically we are so not mainstream as to be, you know.
And there’s very few of us doing the sort of business we do in the world. I mean, people find this hard to believe but it is true. There’s about three or four other people who are similar to us worldwide, so I think the internet is amazing because used correctly you do have a possible world market.
Credits: Commonwealth of Australia