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Download China Publishers Magazine Special FBF Report FBF CHINA PUBLISHERS SPECIAL REPORT2020 1 2 FBF 2020CHINA PUBLISHERS SPECIAL REPORT China’s Reading Industry Development Report (2018-2019) By Ren Dianshun paid online knowledge in China was about 3 billion yuan, with the number of users increasing and the market continuing to expand. Traditional Book Publishing In 2018, the overall size of the book market in China was about 200 billion yuan, of which that of the book retail market accounted for about 45%. Ac- cording to the data in the Open- Book, total revenue from books in the retail market in 2018 was 89.4 billion yuan, an increase of 11.3% year-on-year. The over- all scale of the book market in China in 2019 was about 210 The reading industry in- 16 billion yuan, and theme pub- yuan. Online bookstore sales billion yuan, with an average cludes the traditional book pub- lishing was about 4 billion yuan. increased over last year, and the annual growth rate of 10.5% in lishing industry, digital reading Book sales channels are sales at physical bookstores has the past three years. In 2019, the industry (e-books and online divided into book retail, library seen the negative growth for book retail market continued to literature), and online content distribution, and system dis- two consecutive years. maintain double-digit growth, subscriptions and audiobooks. tribution. In 2019, the scale of The digital reading industry an increase of 14.4% year-on- In 2019, the total value China’s book retail market was in this report mainly includes e- year, with the total revenue be- of this segment in the Chinese about 100 billion yuan, library books and online literature. In ing about 100 billion yuan. The book market was about 210 bil- distribution was about 11 billion 2019, the overall value of Chi- number of new titles published lion yuan, and it can be divided yuan, and system distribution na’s digital reading industry was in 2018 was more than 247,000, into four categories: mass pub- was about 99 billion yuan. about 19 billion yuan, of which, a slight increase compared to lishing, educational publishing, Book retail channels are di- e-books were about 3 billion 2017, but new titles published academic publishing, and theme vided into online bookstores and yuan and online literature was in 2019 was about 190,000, a publishing. The total value mass physical bookstores. The sales about 16 billion yuan. decrease of about 20% from the publishing was about 70 billion of online bookstores reached The size of the audiobooks previous year. It is worth noting yuan; educational publishing about 70 billion yuan in 2019, market in China in 2019 was that under these circumstances, was about 120 billion yuan, the and the sales of physical book- about 6 billion yuan, with strong the turnover of new titles did not academic publishing was about stores were about 30 billion growth. In 2019, the scale of decrease but rather increased. FBF CHINA PUBLISHERS SPECIAL REPORT2020 3 According to JD Book data, the reading directly affects readers’ ber of students receiving educa- education and vocational educa- average transaction amount of reading methods and content, tion in China reached 275.5 mil- tion. for new titles in 2019 increased and also affects the market for lion in 2017, and the number of With the digitization of by more than 30% year-on-year. literary books. students receiving education in education and the emergence The top categories of new titles The number of new chil- 2018 further increased to 282.6 of new technologies and new culture, education, social scienc- dren’s books decreased and the million, an increase from the media, traditional education es, and science and technology. growth rate slowed, but they re- past. It is expected that the num- publishing can no longer meet With regard to the pricing, edu- mained the most important sec- ber of students receiving educa- the needs of current consum- cational books remained basi- tor in the book market. In 2018, tion in China will continue to ers, and “digital publishing” is cally the same. Mass publishing the total revenue of children’s increase steadily in the next few gradually emerging. Many tra- and academic publishing prices books (excluding textbooks years. The huge student popula- ditional educational publishing increased. The median prices and teaching aided materials) tion makes educational book houses have developed digital of new books in 2018 and 2019 in China was 22.532 billion publishing a pillar of China’s publishing businesses. For ex- were 40 yuan and 45 yuan, re- yuan. There were 22,791 new publishing industry and a major ample, People’s Education Press spectively, a significant increase children’s books published and source of profit for the publish- has developed digital textbooks, over the previous years. Chil- 21,405 reprints issued. Com- ing industry. which complement their print dren’s books were the category pared with 2017, new children’s The urbanization rate in textbooks and cover all subjects with the largest price increase in books decreased by 0.19%, but the country will be further im- and grades. In addition, Phoenix the past three years. reprints increased by 9.17%. proved, and the book demand in Publishing and Media, Central Mass publishing in China is The total revenue also increased higher education and vocational China Media, Chinese Media, competitive and market-oriented by 28.40%. The total number of education is expected to con- China South Publishing and segment. In 2019, the overall children’s books published was tinue to increase. China is still Media Group, and other listed size of the mass book market more than 270,000, and the total experiencing rapid urbaniza- publishing companies all have in China was about 70 billion revenue increased from 19.759 tion, leading to huge potential developed diversified businesses yuan, accounting for about 32% billion yuan in 2017 to 22.474 growth and momentum in such as digitization of educa- of the total book market, and it billion yuan, an annual increase the consumer market. From tional products, online educa- was also a major component of of 13.74%. The growth rate in 2009 to 2017, the urbaniza- tion, and education services. the retail book market. this segment slowed down but tion rate of China’s permanent Academic Publishing Affected by the diversifica- the total revenue increased from population in cities and towns tion of entertainment methods, 24.6% in 2017 to 25.19%. In increased from 48% to 58.5%, Among the major publish- literary books showed a down- 2018, children’s books were still and an average of about 20 ing categories, academic pub- ward trend. In 2019, literary the most important force driv- million rural people came into lishing has the most diversity of books accounted for only 12% ing the growth of China’s book cities and towns every year. At published books but its market of the mass book market. Liter- retail market. the end of 2018, China’s per- share is the smallest. In 2019, ary books have always been manent urban population was the scale of China’s academic Educational Book more replaceable, and readers’ 83.137 million, an increase of book publishing market was Publishing attention has been further oc- 17.9 million from the end of about 16 billion yuan. With the cupied by competing products The scale of the educa- the previous year. The propor- gradual increase in investment such as fragmented news prod- tional book publishing market tion of urban population to the in scientific research in China, ucts, online tv series and shows, in 2019 was about 120 billion total population (urbanization the scale of the Chinese aca- and short videos. In addition, yuan. The number of students rate) was 59.6%, an increase demic publishing market will even when these people still in school is the main factor af- of 1.1 percentage points from maintain an upward trend in the read, they tend to spend time fecting the educational book the end of the previous year. future. on books that are more relevant publishing market. According The continuous advancement of Book Distribution Channels to their survival and personal to the statistics released by the urbanization is leading to higher development. This utilitarian Ministry of Education, the num- consumption of books for higher The book distribution chan- 4 FBF 2020CHINA PUBLISHERS SPECIAL REPORT nels are mainly divided into on- the Tik Tok for marketing, al- line and offline channels. Online though many publishers have channels are mainly major on- established accounts. But their line bookstores; offline channels priority is still WeChat. In the include both physical bookstores entire reading industry, some or- and libraries. ganizations have achieved good (1) Online bookstores results with Tik Tok accounts, Since book sales through which is noteworthy for various online bookstores exceeded publishers and organizations. that of physical bookstores (3) Offline physical book- for the first time in 2016, this stores trend has continued and online Sales through physical stores have continued to grow. bookstores continued to decline, In 2019, offline bookstore sales and the total revenue was about were about 70 billion yuan. The 30 billion yuan in 2019. In 2019, online bookstore situation in the overall sales at physical 2019 has changed, in part be- bookstores fell further, by 13.4% cause of the activities of Ama- year-on-year compared with zon and Pinduoduo. Dangdang 2018. Physical bookstores sold and JD Book still ranked first nearly 1.38 books, a decrease and second. Amazon in China, of 2.1% year-on-year.
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