Shanghai's annual online bookstore sales contribution list of 100 kinds of release, a list of book market trends

On January 26, the Shanghai Book and Periodicals Distribution Industry Association released the "Shanghai Publishing 2021 Online Bookstore Sales Contribution List of 100 Kinds" in Zhida Bookstore.

The scene of the press conference

100 kinds of books on the list, a glimpse of the major trends in the Shanghai book market

In order to enhance the depth and breadth of reading activities for the whole people, continue to promote Shanghai's excellent books, create a wider reading circle, and jointly help the city full of books and the power of reading to continue to advance, the Shanghai Book Distribution Industry Association, together with Shanghai Yueyue Book Co., Ltd., Shanghai Zhongshu Industrial Co., Ltd. and other 8 local top online book sales companies in Shanghai, according to the 2021 annual sales performance recommendation, selected the "Shanghai Publishing 2021 Online Bookstore Sales Contribution List 100 Kinds" (hereinafter referred to as " Contribution List 100 Kinds"), referring to four categories such as social sciences, culture and education, literature and art, science and technology, etc., each category has 25 kinds, a total of 100 kinds.

The 100 kinds of books announced on the same day will sell a total of 950,000 copies in 67 online bookstores of 8 Shanghai online book sales companies in 2021, with the best sales in cultural and educational categories, followed by social sciences, literature and art, science and technology.

The top five in the social science category are: Lan Xiaohuan's "Inside: The Chinese Government and Economic Development", [American] Robert Lawrence Kuhn," "He Changed China: A Biography of Jiang Zemin", [De] Schopenhauer 'The Wisdom of Life', Zong Baihua's "Aesthetic Walking", and Nan Huaijin's "Meditation and Immortality (3rd Edition)". Among the 25 books shortlisted in the social science category, the translated works occupy 9 seats, and the classic masterpieces of Schopenhauer, Hegel, Erich Fromm, Nan Huaijin and other authors account for 40%, becoming the main force of the social science category.

The top five in the cultural and educational category are: Shanghai University Press's "Good Words and Good Sentences for Primary School Students, Good Beginning and End", Shanghai Jiao Tong University Press's "Entering The Small Ancient Text Reading and Training (for Primary School Students)", Shanghai Translation Publishing House's "2021 Shanghai Junior High School English Syllabus Vocabulary Usage Manual", Shanghai Far East Publishing House's "Entering the Literature and Speech (Beginner Chinese's Speech Extracurricular Reading and Training Selection 6.7 Grade)", and Shanghai University Press's "Tree Cave (An Wulin Anthology)", which are basically teaching aids. Among the 25 books shortlisted in the cultural education category, more than half of the teaching aids planned by publishing houses and cultural companies accounted for more than half, of which the East China Normal University edition occupied 5 seats in one lesson and one exercise, which showed its strong strength.

The top five in the literary and artistic category are: Yu Pingbo et al. "Appreciation Dictionary of Tang Poetry (New Edition)", Shanghai Calligraphy and Painting Publishing House edited "Middle School Students' Posters (Yan Body)", Li Tian's "Waiting Field", [French] Camus's "Myth of Sisyphus", [American] Called Husseini's "Splendid Thousand Suns". Among the 25 books shortlisted in the literature and art category, the translated works occupy 13 seats, which are basically famous masterpieces. The famous inscriptions and student posters of Shanghai Calligraphy and Painting Publishing House were sold, occupying 4 seats. Contemporary local writers' works, such as Yu Pingbo's "Appreciation Dictionary of Tang Poetry (New Edition)", Li Shi's "Waiting Field", Jin Yucheng's "Blossoms", etc., account for 20%, and the popularity does not decrease.

The top five books in the science and technology category are: [American] R. Curang, [American] H. Robin", "What is Mathematics: A Basic Study of Thoughts and Methods", [American] Rob Eastway", "The Mystery of Three Cars Together - Mathematics Hidden in Daily Life", Wang Aizhong and other editors-in-chief "Ultrasound-Guided Nerve Block Technology", Nanjing University of Traditional Chinese Medicine edited "Translation and Interpretation of Typhoid Fever (Fourth Edition)", Li Wenwen and other editors-in-chief "Airway Management Skills Training Course". Among the 25 books in the science and technology category, scientific and technological monographs and popular science books are on the list. Among them, translated works occupy 13 seats. Medical monographs and popular science works such as "Ultrasound-Guided Nerve Block Technology" and "Translation and Interpretation of Typhoid Fever (Fourth Edition)" occupy 16 seats, accounting for more than 60%, which shows that the discipline of caring for the human body itself is the reader's attention. Followed by monographs on mathematics and popular science works, occupying 6 seats, mathematics stands proudly in the long history with its unique beauty, and still occupies a place on the list.

From the perspective of the publishing houses on the list, the Shanghai People's Publishing House, the Shanghai Translation Publishing House, and the Shanghai Science and Technology Publishing House are all big households on the list, with as many as 15 times each; followed by East China Normal University Press, Shanghai University Press, Shanghai Literature and Art Press, Fudan University Press, Shanghai Calligraphy and Painting Publishing House, Shanghai Education Publishing House, Shanghai Jiao Tong University Press, Shanghai Ancient Books Publishing House, etc.

From the 100 kinds of books on the list, we can get a glimpse of the trend of Shanghai's book market: classic masterpieces are "evergreen trees", translation works are sought after, sales of cultural and educational books have grown by leaps and bounds, and the popularity of contemporary local writers' works has not decreased.

"Shanghai Publishing Annual Online Bookstore Sales Contribution List 100 Kinds" is released once a year, which is a basic presentation of readers' online book selection and a market experience for Shanghai publications.

With sales of 1.1 billion yuan in 2021, Shanghai's online book sales have gone against the trend in the epidemic

At the press conference, the "Shanghai Publishing • 2021 Online Bookstore" research report was also announced. After a long period of research and comparison, the Shanghai Book Distribution Industry Association chose to be locally registered, have a Shanghai publication business license, formal operation, has formed a sales scale, according to the relevant data to monitor the turnover in the industry ranked high Shanghai Yueyue Books Co., Ltd., Shanghai Zhongshu Industrial Co., Ltd., Shanghai Xinhua Media Chain Co., Ltd., Shanghai Yunjian Century Culture Technology Co., Ltd. and other 8 local enterprises engaged in online bookstore operations in Shanghai to conduct interviews, design and distribute survey questionnaires, Based on questionnaire materials, symposium exchanges, individual interviews and other forms, this research report was written to reflect the current situation and situation of the shanghai online bookstore.

According to the survey report, 6 out of 8 companies have their own physical bookstores, with a total of more than 400. 8 enterprises have opened 67 online bookstores to operate synchronously, from the purchase channel, direct purchase from the publishing house occupies the mainstream, only shanghai Xinhua Media Chain Co., Ltd. cloud expansion department from the company's procurement and distribution center, the company's textbook center to purchase. Therefore, the purchase channel is relatively single. However, the sales channels of online bookstores showed a diversified trend, with online shopping accounting for 62.25%, followed by physical bookstore retail (16.88%), group buying (11.13%), library distribution (5.88%), live broadcasting (2.63%), wholesale (1.25%), etc.

The report points out that the impact of the COVID-19 pandemic on online bookstores is not as great as that of physical bookstores. The online bookstores owned by 8 companies will sell more than 1.1 billion yuan in 2021, showing an increasing trend compared with 2020, of which Shanghai Zhongshu Industrial Co., Ltd. will increase by more than 60%, followed by Shanghai Yunjian Century Culture Technology Co., Ltd. with an increase of 46%, Shanghai Hongshuo Culture Communication Co., Ltd. with a increase of 36%, and Shanghai Wenli Book Co., Ltd. with a decline of 31%; two sales have declined, with a decline of 20% and 16%.

For the consumer group of online bookstores, 8 business operators gave accurate portraits: aged 25-45 years old, student parent groups, college degrees, more women, the region is nationwide, and there is no obvious regional difference. For example, the portrait of readers by Shanghai Yueyue Book Co., Ltd. is: "The economic level is medium and developed areas, but in the past two years, the consumption power of the third and fourth-tier and small-town people is also gradually rising, mainly based on the education level of high school and above, and the current consumption level in the central and eastern regions is higher than that in the western and northern regions, and the gender accounted for about 35% of men and about 65% of women." ”

The report pointed out that the 8 surveyed companies have their own ways of survival, on the basis of the book pricing system, rely on services to win; diversified operations, integrated development; upstream and downstream synchronization, to maximize benefits. It can be said that under the epidemic situation, it is going against the trend, leveraging new channels and new technologies to seek innovative development.