Cover news reporter Zhang Jie intern Li Xinyue
With the rapid development of Internet information technology, the traditional publishing industry is looking for new outlets and actively seeking transformation and upgrading.
From October 13th to 14th, during the 2021 National Children's Book Fair, the "2021 National Children's Book Fair Theme Exchange Meeting" sponsored by the Children's Book Working Committee of the China Publishing Association and undertaken by Sichuan Children's Publishing House was successfully held in Chengdu. Under the background of the new era, the rapid evolution of children's publishing industry ecology, facing many new opportunities, new challenges, this exchange will focus on the "new era, new publishing , new children's books" and "new retail model opportunities and challenges" two major themes to analyze the new trend of publishing, explore new countermeasures in the industry, and seek new development of children's publishing.
Under the epidemic, children's international publishing is facing a serious impact
The sudden outbreak of the epidemic has had a huge impact on the entire publishing industry, and the marketing channels and marketing models of the various sub-categories of the Chinese children's book market have changed to varying degrees, and reshaped the children's publishing industry, and international children's publishing has also undergone tremendous changes and development.
For international children's publishing, Zhang Mingzhou, chairman of the International Children's Book Alliance, has continued to make efforts for Sino-foreign children's exchanges for more than 20 years. During the epidemic, children's publishing in many countries has experienced trepidation and wandering, looking for a way out. Unlike Chinese publishing, the survival of many foreign children's book authors has been severely affected by the epidemic and their physical condition has also been threatened.
The publishing industry under the shrouded epidemic has experienced unprecedented difficult challenges, children under the age of 14 account for 26% of the world's total population, in order to promote the development of children's book publishing, the International Children's Book Alliance has established the International Hans Christian Andersen Fairy Tales, Asahi Shimbun Publishing Award and the Philharmonic Character Award. In April, the International Children's Book Alliance celebrated the International Children's Book Festival at the Palace Museum. Chairman Zhang referred in particular to the Marrakesh Treaty on the International Copyright System, which helps to protect the reading rights of 340 million blind and visually impaired people around the world.
The expansion of the children's market is very obvious, and the absolute market space and absolute market volume are not necessarily reduced
The number of publishing houses entering the children's market continues to increase, and Jiang Yanping, general manager of Open Volume Information Technology Co., Ltd., has made an in-depth interpretation of the current situation and development of the children's book market.
Up to now, the proportion of the children's book market in the entire market has approached 30%, accounting for 27.75% from January to June 2021. In 2001, the largest sub-classification of the plate is children's literature, accounting for 30% of the entire children's book market, once the peak period of 42.42%, 2021 children's literature market accounted for 22.49%, from the vigorous development of children's literature, to the current market proportion has declined, the expansion of the children's market is very obvious, the absolute market space and absolute market volume is not necessarily reduced.
In 1999 and 2000, the best-selling books focused on traditional children's science, such as "100,000 Whys", "Encyclopedia", etc.; from 2001 to 2004, with China's accession to the WTO, books gradually went to the market, and some imported versions of children's literature such as "Harry Potter" and "Adventure Tigers" were the protagonists of best-selling books; from 2005 to 2007, original children's literature emerged, with "Ma Xiao jump" and "Laughing Cat Diary" In the period from 2008 to 2011, in addition to some newly published best-selling books, some classic readings, such as "The Little Bean by the Window" and "Charlotte's Net", have also become the best-selling themes of this time period; from 2013 to 2018, a new generation of children's literature series, such as "Mo Duoduo" and "Rice Circle", is also a further continuation of original children's literature. By the gradual rise of children's picture books in 2016, in 2019, a new generation of children's science "Our Body" and "Puppy Money" involve a wider range of subjects, and the forms of display are more abundant and diverse, driving the two sectors to gradually account for an increasing proportion of the entire market.
No matter how times change, we will always need a physical bookstore
In recent years, the rise of electronic reading and online bookstores, physical bookstores are facing more and more challenges, in an Internet era mobile Internet era, how to develop traditional bookstores is an urgent problem to be solved. Yang Liuqing, general manager of Xinhua Wenxuan's retail business unit, believes that "no matter how the times change, we will always need physical bookstores. ”
As a professional bookstore person, I have more precision and a sense of quality direction for the attention, energy, manpower and material resources invested in the selection of products. As early as 2007, Wenxuan began to make a set of its own standards, Wenxuan as a representative of the bookstore, but also as a representative of readers, General Manager Yang hopes that the industry can develop a standard for the grading of children's books, and can become the consensus of the industry, so that readers can have more clearer and more accurate choices, so that parents' book selection will not become an exam again.
Guannan, general manager of Tmall Books, starts from the industry and uses The Internet e-commerce thinking to think about the relationship between new retail and books. Whether it is publishing or distribution, the post-epidemic era is also facing confusion and dilemma, for e-commerce, the global content type is drying up, and publishing lacks a credit system.
Zhu Lijun, operation manager of the mother and baby book industry of Douyin e-commerce, said that Douyin is a positioning interest e-commerce, linking product content and potential users through personalized interest matching, and finding good books suitable for users through the matching of our interest tags.
From physical bookstores to the Internet sales platform on the PC side, to the new media e-commerce channel, and from the community to the live e-commerce, although the process of change is rapid, but these channels are historical and exist in the sales field, so the change of marketing channels is both a challenge and an opportunity, providing a broad sales channel for the publishing industry.
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