诚品书店英文名

不知曾几何时，文化咖啡书店越来越受到人们的关注与追捧，各种大小书店开始进入购物中心、遍布街头巷尾，似乎一夜之间国人爱上了阅读，苏州诚品书店、深圳诚品生活的开业可谓是万众瞩目， 一时成为“文艺青年朝圣地” 。

大陆首家旗舰店苏州诚品书店

深圳万象天地诚品生活

文化书店的风靡，被各路自媒体大V、文化学者、观察家们赋予“新零售”“新物种”“消费升级”“小趋势”“小确幸”等各种时髦概念。一直以来对这些形而上的时髦概念，具有本能的怀疑，总觉得不过是自媒体大V、网络写手刷流量的工具，而非事物本质。与其追捧热点，更喜欢云过风清后，沉下心来深入研究，挖掘背后的故事。

作为“全球最美书店”被刷屏的日本代官山茑屋书店，深受人们的追捧。它的成功自然也成为不少商业经营者、设计师、文化学者研习的对象。

成功者总结过去，往往会觉得成功理所当然。于是乎，我们听到马云说“人生最后悔的事情就是创立了阿里巴巴”，成功学畅销书也是这种逻辑：假定自己是成功者来书写所谓的“成功真理”。如果信其真，则与被传销成功洗脑无异。而我觉得茑屋书店，源于平凡，却成于伟大。

茑屋书店诞生于仅4万人口的枚方市

茑屋书店及CCC集团创始人增田宗昭

第一家茑屋书店在1983年3月诞生于创始人增田宗昭的家乡枚方市，但在一年前的1982年，唱片租赁店LOFT便在枚方车站北出口的一家老百货商场5楼开业了，LOFT是茑屋书店的前身，如果没有LOFT就没有后来的茑屋书店。

茑屋书店前身‘LOFT”所在的枚方车站前的百货商场

其实，创立LOFT仅仅是因为增田宗昭发现隔壁市寝居川市开了一家唱片租赁店很火且很赚钱，而枚方市还没有。至于为什么要将唱片租赁店和餐饮结合，是因为当时百货商场5楼空铺只能租给餐饮店（因为5楼是餐饮业态层），增田宗昭最后决定将餐饮与唱片租赁结合，也是迫于无奈的两全之举，而非有意“跨界”。当时的餐饮是加盟东京的一家印度咖喱咖啡店“DELHI”，由增田宗昭母亲和姐姐负责打理。

增田宗昭的母亲（左）和姐姐（右）

唱片租赁与餐饮融合店LOFT成功后，增田宗昭却担心如果车站另一侧1楼开了一家规模的更大的店，将会抢走LOFT大部分顾客，而此时他背负了不少债务。于是他决定先入为主，在车站附近开一家书店兼唱片租赁的店铺，因为那时枚方市还没有营业至深夜的书店。就这样第一家真正意义的茑屋书店于LOFT一年后开业了。

第一家TSUTAYA BOOK枚方店

去日本的时候曾经过枚方，位置是很偏，严格来说都算不上城市，放在中国最多是个小镇吧。当时心生还怀疑，这就是“全球最美书店”茑屋书店发家的地方吗？挺神奇的，伟大从来都是因平凡而起，并没有那么令人瞩目，并没有那么多鲜花掌声，也没有那么多高大上的概念。

真正让茑屋书店蜚声海内外却是2011年开业的代官山店。跟现在深受文艺青年追捧不同的是，代官山茑屋书店初衷是为老年人设计的。现在是网络时代，90、00后一代社交关系很多是在网上建构的，来实体书店反而没什么熟悉的朋友了。而日本老龄化极为严重，人口结构呈现“倒三角”模型。

当今日本六、七十岁的老人基数非常大，这部分人生于战后时代，是日本人口出生率最高的时期。到1970和1980年代，他们正好30-35岁，处于人生黄金年华，七八十年代也是日本经济最繁荣的时期。现在这部分人仍是社会的中流砥柱，拥有大量储蓄，消费能力高。正是这代人伴随着茑屋书店30多年成长，但他们对新兴的互联网相对迟钝。于是，增田宗昭决定在代官山打造一个服务于老年人的书店。

代官山店的策划设计一切围绕老年人关心的问题。在此之前，书店名一直用英文名TSUTAYA BOOK表达，因为日本老年人使用汉字较多，所以特请设计大师原研哉设计了新的汉字店名“茑屋书店”。

原研哉设计的茑屋书店汉字店名

此外，在选书上深度挖掘“健康养生”主题，打造全日本最齐全的烹饪（医食同源）书籍专区。考虑到老年人比起活法更在意“死亡”的问题，专门设置宗教、哲学以及讲述不同人活法的传记等类型书籍专区。

老年人喜欢早起，将书店与咖啡厅营业时间提早至7点。为了减轻老年人的孤独感，专门引入带宠物医院的宠物店。

此外，为了照顾腿脚不便的老年人，打造售卖电动助力自行车的专卖店Motovelo。为了方便老年顾客给儿孙买礼物，还引入国外环保玩具专卖店。

电动自行车专卖店motovelo

茑屋书店还特别注重与周边环境的融合： 代官山附近有许多使馆，外国人较为集中，特意将店内所有文字都用日、英、中三种语言表达。代官山附近还有许多创意工作室，专门设置创意工作所需要的杂志、书籍、电影等档案素材的旧书沙龙。为方便创意工作者使用，将闭店时间延长至凌晨2点，还允许他们带书到星巴克，一边读书，一边工作。为此还开设了便于创意交流的主题餐厅。

用增田宗昭的一句话作为结尾：我们的目标不是创造“世界首次”，而是实现“顾客价值”。

END

艺人姓名 ： 五月天 艺人类型 ： 乐团/团体 体团成员 ： 玛莎 谚明 阿信 怪兽 石头 怪兽原名:温尚翊 阿信原名:陈信宏 石头原名:石锦航 玛莎原名:蔡升晏 谚明原名:刘谚明 主 唱：阿信 本 名：陈信宏 英文名：Ashin 别 名：阿信

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