Where is the new way out for the traditional children's publishing industry?

　　Publishing experts discuss new countermeasures in Chengdu

　　|Tianfu Book Fair·Industry Observation|

　　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, the "2021 National Children's Book Fair Theme Exchange Meeting" sponsored by the Children's Books Work Committee of China Publishing Association and undertaken by Sichuan Children's Publishing House was held in Chengdu.

In the context of the new era, the industry ecology of children’s publishing is evolving rapidly, facing many new opportunities and challenges. This exchange will focus on two major issues: "New Era·New Publishing·New Children’s Books" and "Opportunities and Challenges of New Retail Models" The theme analyzes new trends in publishing, explores new countermeasures in the industry, and seeks new development in children's publishing.

　　The children's market has expanded significantly

　　Children's best-selling book hotspots are changing fast

　　The number of publishing houses entering the children's market continued to increase. Jiang Yanping, general manager of Kaiju Information Technology Co., Ltd., gave an in-depth interpretation of the current situation and development of the children's book market.

　　Up to now, the children's book market has accounted for nearly 30% of China's book market, and it accounted for 27.75% from January to June 2021.

　　In 2001, the largest sub-category sector was children's literature, which accounted for 30% of the children's book market, reaching 42.42% at the peak; in 2021, children's literature accounted for 22.49%.

From the vigorous development of children's literature to the present market share has declined, the expansion of the children's market is very obvious.

　　Children’s best-selling books have also changed with the development of the times. In 1999 and 2000, children’s best-selling books were concentrated on traditional children’s popular science, such as "One Hundred Thousand Whys", "Encyclopedia", etc.; from 2001 to 2004, some imported editions Children’s literature, such as "Harry Potter" and "Adventure Tigers" became the protagonists of best-selling books; from 2005 to 2007, original children's literature rose, and books represented by "Ma Xiaotiao" and "Laughing Cat Diary" were highly sought after From 2008 to 2011, in addition to some newly published best-selling books, some classic readings, such as "Little Doudou by the Window" and "Charlotte's Net" became the best-selling themes during this period; 2013-2018 appeared The new generation of children's literature series, such as "Mo Duoduo", "Mi Xiaoquan", etc., are also a further continuation of original children's literature.

By 2016, children’s picture books have gradually risen. In 2019, the new generation of children’s science popularization "Our Body" and "Puppy Money Money" covered a wider range of subjects and presented more diverse forms, driving these two sectors in the market. The proportion of is getting bigger and bigger.

　　No matter how the times change

　　We will always need a physical bookstore

　　In recent years, with the rise of e-reading and online bookstores, physical bookstores are facing increasing challenges. In the era of mobile Internet, how to develop traditional bookstores is an urgent problem to be solved.

Yang Liuqing, general manager of Xinhua Winshare's retail business department, believes, "No matter how the times change, we will always need a physical bookstore."

　　As a professional bookstore person, he has more precision and a sense of quality direction for the attention, energy, manpower and material resources of the selection.

As early as 2007, Xinhua Winshare had made a set of its own standards. Winshare, as a representative of the bookstore and as a representative of readers, Yang Liuqing hopes that the industry can formulate a standard for the age classification of children’s books and become an industry. The consensus of this book allows readers to have more, clearer, and more accurate choices, so that parents’ book selection will no longer be an "exam".

　　Guan Nan, general manager of Tmall Books, started from the industry and used Internet e-commerce thinking to think about the relationship between new retail and books.

He said that whether publishing or distribution, the post-epidemic era is also facing confusion and difficulties. For e-commerce, the global content type is drying up, and publishing lacks a credit system.

　　Zhu Lijun, operation manager of the maternal and child book industry of Douyin e-commerce, said that Douyin is an e-commerce company that locates interest, linking product content with potential users through personalized interest matching, and finding good books for users through interest tag matching.

　　From the physical bookstore 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, these channels are all historical and exist in the sales field, so marketing Channel changes are both a challenge and an opportunity, providing a broad sales channel for the publishing industry.

　　Cargo anchor speaks frankly

　　Detest the "price war"

　　At the "2021 National Children's Book Fair Theme Exchange Meeting" held on October 13th, popular anchor Wang Fang also came to the scene and gave a speech on the theme "Several Key Elements of Creating Douyin Books" .

　　As a popular anchor, Wang Fang has a large number of fans mainly composed of student parents.

"Since January 1st, my book sales on Douyin have been nearly 800 million yuan." She said.

　　Wang Fang said that she abhors the "price war" in live streaming, "I am particularly opposed to price breaking, and I especially dislike'today you are lower than me, tomorrow I am lower than you". We can't quench our thirst by drinking a dove. Make bargain sales for one day's sales."

　　How to create explosive books?

Wang Fang also shared her secret: “First, you must look for books that others don’t have, and find books that have the potential to explode; second, you must find a point of sale and use good words to convey it.”

　　West China Metropolis Daily-cover news reporter Zhang Jie and intern Li Xinyue