书界总要不断地煽起一些热点，才能给某些图书打开销路。小平稳稳、温温吞吞，水波不兴，就很难出现高潮。没有高潮就不会有热销──就像北京前年天气大热，空调一抢而空一样。但热点很难通过策划而形成。满心指望热销的书，读者反映冷淡；指望发行中平的，冷不丁成了抢手的红? The book industry has always been to stir up some hot spots in order to open the market for some books. Xiaoping stable, moderate temperature, unpleasant, it is difficult to come to an orgasm. There is no climax there will be no selling ─ ─ like Beijing the year before the hot weather, air-conditioned robbery the same. But hotspots are hard to form through planning. Full of hope that the best-selling book, readers reflect the indifference; expecting to issue Zhongping, becoming a hot red instead?