Children's Book Market in China 2025

2024 Children'sBookMarketinChina

■BySunJue

AccordingtoBeijingOpenBookdata,in 2024, theoverallbookretailmarket'sfixedpricevaluedecreasedby 1 52%year-on-year,whilethe overallmarketfixedpricevalue(excludingsupplementaryeducationaltextbooks)sawa 4 83%year-on-year decline.Thetotalfixedpricevaluereached 112 9 billionyuan,recoveringto 88%ofthe 2019 level.Certainessentialsectorsareexperiencinggrowth,withsignificantincreasesinlifestyleandsupplementaryeducationalbookcategories.Amongcontente-commerce channels,children'sandsupplementaryeducational bookscombinedaccountfornearly 70%ofthetotal fixedpricevalue.Fromtheperspectiveoffixedprice valuecompositionacrossvariousbookcategoriesin 2024,children'sbooksaccountforthelargestshareat 28 16%.Underthedualpressuresofdigitalreading impactandadecliningbirthrate,thechildren'sbook marketisundergoingstructuraltransformation.

ScienceandEncyclopediaBooksGrowthe Fastest

Intermsofsub-categories,children'sliterature,picturebooks,scienceandencyclopedias,andearly childhoodeducationbooksdominatethemarket,with scienceandencyclopediabooksexperiencingthefastestgrowth(a 12 5%year-on-yearincrease),becomingthecoredriverofmarketgrowth.Inaddition, children'sbooksontraditionalculturecontinueto gainpopularity,drivenbypolicyguidanceandtheincreasingdemandforfamilyeducation.Datafrom Douyin(ChineseTikTok)live-streamedbooksales showsthatin 2024,live-streamingsalessessionof children'sbooksgrewby 220%year-on-year,andthe cycleforcreatingbestsellershasshortenedfrom 6 monthsintraditionalchannelstojust 15 days.

Overall,amongchildren'sbookcategories,bestsellersontraditionale-commerceplatformsaremainly well-knownseriesandclassictitles,suchasthe Great China Treasure Hunt seriesandthe Mi Xiao Quan series.Themarkettrendsreflectedoncontent e-commercerankingsareentirelydifferentfrom thoseonphysicalstoresalesrankings.Intermsof format,"Comics+"isthebiggesttrend.Intermsof content,booksrelatedtolifeknowledge,suchasrefinement,safety,self-discipline,andsocialskills,is themostpopular,followedbysubject-specificbooks onmath,physics,chemistry,andlanguage,primarily targetedatparentswhowanttheirchildrentoacquire knowledgethroughbooks.

ParentsFocusMoreonChildren'sScience andEncyclopediaEducation

In 2024,scienceandencyclopediachildren'sbooks continuedtheirrapidgrowthtrendinrecentyears. AccordingtoBeijingOpenBookdata,thefixedprice valueofscienceandencyclopediachildren'sbooks rosefrom 18%in 2023 to 22%inthefirsthalfof 2024.Thisgrowthreflectstheincreasingimportance thatparentsplaceonscientificliteracyeducation,as wellasthedemandforqualityeducationdrivenby thenational"DoubleReduction"policy.Forexample, A Fantastic Adventure in Quantum Physics explains thebasicconceptsofquantummechanicsincomic form,combinedwithARinteractiontechnology,allowingchildrentoviewexperimentalanimationsby scanningpageswiththeirphones.Afterthreemonths launchedonthemarket,itsoldover 500,000 copies, rankingintheTOP 3 ofthesciencebookcharts.

In 2024,traditionalculturechildren'sbooksaccount-

edfor 15%offixedpricevalue,ayear-on-yearincreaseof 8%.AccordingtodatafromCentrinEcloud, thesebookshaveseenmuchhighergrowthinsalesin second-tiercitiesandbelowcomparedtofirst-tiercities,reflectingthetrendoftraditionalcultureeducationpenetratinglower-tiermarkets.Forinstance, The Twenty-Four Solar Terms in Poetry usesancientChinesepoetrytointroducethesolarterms,integrating folkcustomsandnaturalscienceknowledge,supportedbyhand-drawnillustrationsandaudioexplanations.Itsoldover 800,000 copiesinjusthalfayear. Themarketaged 0- 6 grewby 9 3%year-on-year, with"interactivepop-upbooks"and"penreading sets"standingout.DatafromOpenBookshowsthat interactivechildren'sbookswithsmartfeaturescontributedover 30%offixedpricevalue,indicatingthe significantimprovementinuserexperienceenabled bytechnology.Forexample, The Talking Dinosaur World,apop-upbookdevelopedincollaboration withanAIvoicetechnologycompany,containssensorsthatrecognizepage-flippingactionsandplaydinosaurknowledgeexplanations.Duringthe 2024 "Children'sDay"period,itsoldover 100,000 copies inasingleday. The Little Scientist penreadingset, whichcoversearlychildhoodphysicsandchemistry experimentsandusesapentoguidechildrenthrough simpleexperiments,toppedwithinthee-commerce platform'schildren'sbooksalesrankingsinthefirst halfof 2024

RiseofPrivateDomainTraffic

AccordingtodatafromCentrinEcloud,in 2024, theonlinesalesofchildren'sbooksaccountedfor 65%ofthetotalfixedpricevalue,butthegrowth rateslowedto 5%(from 8%in 2023).Offlinechannels,ontheotherhand,achievedarecoverythrough scenario-basedoperations,withtheyear-on-year growthratereboundingto 4%.

Foronlinechannels,live-streaminge-commerce andcontent-drivenmarketinghavebeenthekey growthdrivers.Salesofchildren'sbooksvialivestreamingonplatformslikeDouyinandKuaishouincreasedby 25%year-on-year,withtopinfluencersusing"parent-childreadingtogether"scenario-based marketingtoboostconversionrates.Forexample,a topinfluencer'sspecialsessionfor"WorldBook Day"inApril 2024 sawchildren'sbooksalesexceeding 50 millionyuaninasinglesession.

Forofflinechannels,bookstoreshavetransformed into"parent-childculturalspaces".Chainbookstores likeXinhuaBookstoreandSISYPHEhavedriven children'sbooksalesbyaddingchildren'sreadingareas,craftworkshops,andparent-childtheaters,and otherexperiencescenarios.Inthefirsthalfof 2024, foottrafficinkeycitybookstores'children'sbook sectionsrecoveredto 90%ofpre-epidemiclevels, withsomestoresseeingchildren'sbooksalesaccount-

ingforupto 40%.

Intermsofprivatedomaintraffic,publishershave focusedonoperatingtheirself-operatedusercommunitiesandpreciseoperation.Manypublishershave builtprivateuserpoolsthroughWeChatandmini-programs,offeringcustomizedbooklists,expertlectures, andotherservices.Forexample,themembershipcommunityofthechildren'sbookbrandQingdouBookstorecontributed 15%toitsrepurchaseratein 2024, significantlyhigherthanpublicdomainchannels.

ConsumersAreLessPronetoImpulsivePur chases

In 2024,children'sbookconsumptionshowedtwo majortrends.First,thetrendtowardmorerational purchasingdecisionsbecamemoreapparent.Parents areincreasinglyfocusedonthe"educationalfunctionality"ofbooks,suchasthecompletenessofthe knowledgesystemandrecommendationsfromexperts,whilepricesensitivityhasrisen.Therearesignificantdifferencesinproductdesignsforvarious agegroups,suchasages 3- 6, 7- 10,and 11- 14.For example,parentsofchildrenaged 7- 10 tendtoprefer "bridgebooks"(booksthatcombineillustrationswith texttotransitiontopurelytext-basedreading),while thosewithchildrenaged 11 andaboveleantoward buyingmoreadvancedbooksinsciencefictionorhistory.

Competitionbasedonhomogeneityhasintensified, withlotsoffollow-uppublicationsofscienceandtraditionalculturebooksleadingtocontentrepetition. Therisingcostsofpaperandprintinghavesqueezed profitmarginsforsomesmallandmedium-sizedpublishers.

In 2024,publishinginstitutionshaveplacedmore emphasisonIP-drivenoperations,developingderivativeproducts(suchasanimationandcourses)around high-qualitycontenttoextendtheirlifecycles.Moreover,publishershavebecomemoreproactiveinembracingtechnology,exploringnewformssuchasAIgeneratedcontentandmetaversereadingtoenhance interactiveexperiences.

MultipleTrendsfortheChildren'sBookMar ketin 2025

Theboundariesbetween"education"and"entertainment"inChinesechildren'sbookpublishingaregraduallybecomingblurred,withgamificationlearningand immersivereadingexperiencesbecomingmainstream. Bothglobalandlocalstrategiesarebeingemphasized, withimportedbooksfocusingmoreonlocalizationadaptationsandChineseoriginalcontentacceleratingits internationalexpansion.Thechildren'sbookmarketin 2024,drivenbytechnologicalempowerment,policy guidance,andconsumptionupgrades,showscharacteristicsofdiversifiedinnovationanddeepdifferentiation.Inthechildren'sbookarenaof 2024,simplecontentadvantagescannolongercreateacompetitive moat.Fromchannelupheavalstoecologicallayouts ofleadingorganizations,theindustryisundergoinga fundamentalshiftfromproductcompetitiontosystem competition.Publishinginstitutionsthatcanintegrate technology,data,andscenario-basedsolutionsforchildren'sgrowthwillcontinuetoleadthemarketinthe future.Thecontinuedenthusiasmofthenewgenerationofparentsforeducationalinvestmentandtheir stringentdemandsforqualitycontentwilldrivethe children'sbookmarkettowarddeeperspecialization, intelligence,andservice-orientedevolution. IP

2025 03 19 Wednesday

ipweekly@163.comEditor ZhaoYixue ArtEditor YaoZhiying

ExploringInnovativeApproachesforReadingServices

■MaXingmin(GeneralManageroftheChinaChildren'sPress&PublicationGroup) □ SunJue

□ HowwilltheChinaChildren'sPress&PublicationGroup(hereinafterreferredtoas"CCPPG")formulatenewstrategies,establishacompetitiveframeworkfortheexistingmarket,andexploreopportunitiesforgrowthinemergingsectors?

■ Atpresent,CCPPGhasdevelopedthefollowing strategiestoenhanceitscompetitivepositioninthetraditionalpublishingsector.Firstly,itisimperativeto enhancethecompetitivenessofourcoreproductsand todevelopexemplarychildren'sliteraturethataligns withthedemandsofthenewera,whilealsoensuring thehighstandardsofthematicbookpublishing.Secondly,itisessentialtoenhancebranddevelopmentto fosteremotionalconnectionsbetweenreadersandpublishers,therebystrengtheningreaderloyalty.Brands suchasCCPPG's Warriors: Cats , Greatness Needs to Be Understood and The Nine- Colored Deer Series haveestablishedastrongreputationamongreaders, therebycreatingadistinctivecompetitiveadvantage. ThepublicationsofCCPPG,including China Youth Daily and Children ' s Illustrated Magazine,havewithstoodthetestoftime,fosteringthedevelopmentofnumerousgenerationsofreaders.Thirdly,thecapabilities forself-operationandlivestreamingareenhanced. CCPPGhassuccessfullymitigatedthedeclineinrevenuefromitsself-operatedstoresbyimplementinga comprehensivesetofstrategies.Thesestrategiesincludeconductingthoroughresearchanddevelopment ofnewdistributionchannels,scientificallyoptimizing productofferingsinstores,andmeticulouslycrafting promotionalpolicies.

Concurrently,inresponsetotheintensifyingcompetitionwithinthemarket,CCPPGisproactivelyinvestigatingavenuesfortransformation,shiftingitsfocus fromtraditionalpublishingtoreadingservices.Ourobjectiveistodeveloparobust"Reading+"servicesystemaimedatfosteringchildren'sliteracydevelopment inthecontemporaryera.Thisinitiativeiscenteredon enhancingchildren'sgrowthliteracythroughtheprovisionofhigh-qualityspecializedreadingmaterials,exemplarilyorganizededucationalprogramsforyoung learners,superiorsocialpracticeservices,andadvancedqualitygrowthservices.Westrivetocreatea harmoniousintegrationwithschooleducation,thereby offeringcomprehensivesupportforchildren'soverall development.Atpresent,CCPPGhaseffectivelyimplementedreadinggrowthinitiativesinvariousregions nationwide.Notableprojectsincludethe"BigReading"educationalinitiativeinBeijing,theestablishment ofthe"HeartfeltFamilySchool"psychologicaleducationbase,andthe"Children'sTrafficSafety"educationalprogram.

Furthermore,asconsumerpreferencesevolve,culturalandcreativeproductsareincreasinglygaining popularityinthemarket,owingtotheirdistinctiveculturalsignificanceandinnovativedesigns.Atpresent, CCPPGisintheprocessofimplementingthenew "CulturalandCreative+"businessmodel.Thisinitiativeinvolves,ononehand,enhancingbrandrecognitionthroughpersonalizedgifts,andontheotherhand, creatingcommercialcultural,andcreativeproductsto stimulatenewmarketopportunities.

□ Inyouropinion,doyoubelievethattheChinesechildren'sbookmarketisexperiencingchallengesrelatedtothematicclusteringandreliance onIP?HowdoesCCPPGreconciletheshorttermandlong-termdevelopmentrequirementsof

boththemarketandthecorporationincontentdevelopment?

■ OurobservationsindicatethattheChinesechildren'sbookmarketiscurrentlyexperiencingaphenomenoncharacterizedbyclusteredthemesandareliance onIP.Thishasresultedinsignificantcontenthomogenization,whichcomplicatesthedecision-makingprocessforreadersfacedwithnumeroussimilartitles. Suchatrendisdetrimentaltothesustainablegrowthof theindustry.The"TrafficIP+Children'sBook"model,whichcapitalizesonthepopularityofIPtogarner substantialattentionandcapturemarketshareinthe shortterm,issubjecttoconsiderablevariabilityand marketrisksoverthelongterm.Originalworksserve asthecornerstoneforpublishers.

CCPPGhasconsistentlyemphasizedtheimportance ofharmonizingmarketdemandswiththecompany's short-termandlong-termdevelopmentalobjectivesin contentcreation.IntermsofIPcollaboration,weadopt abalancedapproachthatisbothopenandprudent.Our selectionofpotentialintellectualpropertiesforpartnershipisguidedbymarketdemandandthepreferences ofourreadership.Weplaceastrongemphasisoncontentinnovationtoensurethatourworktranscends mereimitationandtrend-following.WeengageindiscussionswithourIPpartnerstoexplorewaystoseamlesslyintegrateIPwithchildren'sliterature,thereby producingworksthatnotonlysatisfymarketneedsbut alsoexhibitdistinctcreativity.

Fromthestandpointoflong-termdevelopmentalrequirements,originalpublishinghasconsistentlybeen thefundamentalcompetitiveadvantageofCCPPG. Throughtheprovisionofcreativeplatforms,theorganizationofauthorsalons,andtheestablishmentofincentiveawards,weactivelysupportoriginalauthorsand encouragethemtoengageinboldinnovationandto produceworkscharacterizedbydistinctivestylesand deepmeanings,therebyensuringsustainedandstable developmentinahighlycompetitivemarketenvironment.Simultaneously,weengageincollaborativeeffortswithexceptionalillustratorsfrombothnational andinternationalbackgroundstofosterinnovationin thecontentofchildren'sliterature.

□ In 2025,theswiftadvancementofAIisexpectedtoenhancetheproductionofaccessible children'sliterature,includingtemplate-drivenpicturebooks.Willthistrenddiminishtheoverall qualityofthechildren'sbookmarketandfurther intensifythecrisisofconsumertrust?Cantechnologyfurtherenhancethepotentialofcontent?

■ Inmyopinion,theswiftadvancementofAIhasa

multifacetedeffectonthechildren'sbookmarket.On onehand,theproliferationofAI-generatedchildren's bookswithlowbarrierstoentrymayresultinchallengessuchashomogenizationandthephenomenonofinferiorqualitycontentovershadowingsuperiorworks. Conversely,AIcanfunctionasavaluableresourcefor editorsinconductingmarketresearchanddataanalysis, enablingamorepreciseunderstandingofreaderpreferences.Additionally,AIcansupportauthorsintheircreativeprocessesbyofferinginspirationandinnovative ideas.Technologyitselfisneutral.Theimpactofitsapplicationiscontingentupontheintentionsandmethodologiesoftheuser.ThecriticalaspectistoleverageAI toharnessthepotentialofcontentcreation,ratherthan dependingsolelyontemplate-drivenproduction.

AIiscapableofgeneratingmaterialsandcreative drafts;however,theessentialelementsofcriticalthinkingandcreativityprovidedbyhumansremainirreplaceable.Wemustadoptaquality-centricmethodology,upholdthetenetsofbeing"specialized,refined,unique, andinnovative",prioritizethevalueofcontent,andpreservethefundamentalcharacteristicsofchildren'sliterature.Simultaneously,wemustembracenewtechnologiestoinnovatetheformatsoftheseworks,thereby producinghigh-qualitychildren'sbooksthataresuitableforthecontemporaryera.

Ultimately,addressingthecrisisofconsumertrust necessitatestheimplementationofself-regulationwithintheindustryandthedevelopmentofestablishedstandards.Publishersmustexercisestringentoversight overcontentqualitytopreventanoverdependenceon AI,whichcouldresultinuniformityandsubstandard outputs.Byleveragingtechnologicaladvancements, wecanenhanceoperationalefficiencywhilesimultaneouslyproducinghigh-qualitychildren'sliteraturethat integratescreativitywitheducationalmerit,thereby fosteringsustainablegrowthwithintheindustry.

□ Willtherebeanissuewithelevatedonline trafficexpensesin 2025?WillCCPPGprogress towardstheestablishmentofaclosed-loopsystemofself-operatedchannels?

■ Ibelievethatin 2025,thecostsassociatedwith onlinetrafficarelikelytocontinuetobeelevated.As thee-commercesectorevolvesandcompetitionintensifies,thegrowthofusersacrossvariousplatformshas startedtodecelerate.Consequently,thescarcityoftrafficresourcesispoisedtobecomeacentralpointof competitionamongenterprises,therebycomplicating effortstolowertrafficcosts.

Inlightoftherecentdeclineine-commercetraffic, theincreasinguniformityamonge-commerceplatforms,andtheprevalenceofpricewarsasaprimary competitivestrategy,itisanticipatedthatchildren's publisherswillplacegreateremphasisondeveloping self-operatedsystemsandestablishingprivatedomain frameworks.Firstly,self-operatedchannelshavethe potentialtominimizeintermediaryexpenses,enhance pricecontrol,andpromotesustainablemarketgrowth. Secondly,thesechannelsenablerapidcapitalrecovery, whichcanindirectlyleadtoreducedlaborcostsanddiminishedfinanciallosses.Lastly,self-operatedchannelsfacilitatedirectcommunicationwithreaders,allowingforaswiftassessmentofmarketdemandsand theprovisionofmoreaccurateandhigh-qualityservices.Therefore,theestablishmentofaself-sustaining networkofoperationalchannelsisanessentialtrend fortheadvancementofchildren'sbookpublishingcompanies. IP

■ LiuKaijun(Presidentof 21stCenturyPublishingGroup) □ SunJue

□ Howwill 21stCenturyPublishingGroup (hereinafterreferredtoas" 21stCentury")formu latenewstrategies,establishacompetitiveframe workfortheexistingmarket,andexploreopportu nitiesforgrowthinemergingsectors?

■ Theconsumergroupofenlighteningbooksfor youngchildrenshowsadownwardtrendyearbyyear withthedeclineofnewpopulationgrowth.Although thecoreconsumergroupofthissectorisshrinking,ev erychildremainsthe"littlesun"intheirfamily,so theirreadingneedsstilldeserveourattention.Publish ersneedto"panforgold"intheexistingmarketsso thateverygoodbookcanbeseenbyreaders.Thelay outofthesectorforyoungchildrenismainlytorevive high-qualityproductlinesandexpandIP'snewproductsbasedontheexistingmarkets.Inrecentyears,we havebeenintegratinghigh-qualityproductsinthechildren'sbooksector,combiningandintegratingsingle award-winningpicturebooks,picturebooksbyfamous authorsandnewwriters'picturebooksthroughthe brandingoperationofthe"CenturyPictureBookLibrary",andmarketingthemthroughbooklists.Meanwhile,wearesimultaneouslydevelopingthereading pen"CenturyDuoduo"toprovidenewmethodsandexperiencesofreadingprintpicturebooks.Toprovide consumerswithmultipleandthree-dimensionalreadingservices,theideaofbrandingrunsthroughthe wholeprocessofproductdesign,productlinemarketingandreaderservices.

publishingin 2025?

□ Does 21stCenturyintendtofindaprofit breakthroughpointbetweentraditionalanddigital

■ Wehavebeenexploringtheprofitbreakthrough pointbetweentraditionalanddigitalpublishing.In 2025,wewillrealizetheprofitbreakthroughintraditionalanddigitalpublishingthroughtheanimationof picturebooks,readingpensandVR/ARtechnologies. Wewilltrytoadapthigh-qualitypicturebooksintoanimationsanddistributethemthroughvideoplatforms orourownAppstoattractchildrenandparentswhile developingderivativestoincreaseincome;launchintelligentreadingpenstoprovideinteractivelearning experiencescombinedwithpicturebookstomeetthe needofeducationathome,andforma"hardware+ content"profitmodel;wewillapplyVR/ARtechnologiestocreatingimmersivereadingexperiences,such astransformingpopularscienceorhistorybooksinto virtualscenestoenhanceuserparticipationandattract youngreaders.Thesecannotonlyincreasetheadded

EmbracingNewReadingEcosystem

■ LiWenbo(PresidentofTomorrowPublishingHouse)

Withthedeepintegrationofthedigitaleconomy andtheculturalindustry,anewreadingecologyisconstantlyevolving,bringingunprecedentedopportunitiesandchallengestotheproduction andmarketoperationofcontentforchildren.In 2025, TomorrowPublishingHouse(hereinafterreferredtoas "TPH")willfocusonpromotingnineprojects,seeking breakthroughsandhigh-qualitydevelopment.

First,topromotetheconstructionofanewsupply chain,wewilltrytodiversifytheoperationofcopyrightresources,contentresourcesandchannelresources,buildanewsupplychain,createanewpatternofproducts,brandsandmarkets,formanewdevelopmentmodel,andfosternewqualityproductive forces.

Second,inthegatheringandtransformationofnew resources,wewillseizenewcontentresources,publishingresources,authorresourcesandcelebrityresources,establishplatformsandmechanismsforthe creation,storageandtransformationofresources,and strivetomaximizethevalueofresources.

Third,tostudythecharacteristicsandformsofnew products,weneedtocreatedifferentiatednewcontent productswithadvantagesanduniqueness,whileconsideringthediversifiedvalueofproducts.Thenew productsfocusoncustomerdemandsandfollowmarkettrendstomeetpersonalizedanddiversifiedreading andaestheticneeds.

Fourth,forthereformoftheeditorialdepartment,

wewillstrivetoseekthenewvalueofediting,builda flexibleeditorialorganizationandteam,andestablish aproductioncenterandamechanismfornewcontent products.

Fifth,todevelopnewmarkets,TPHplanstosetupa userdemandsearchandanalysisteam.In 2025,the marketingteamshoulddigdeepintotheneedsofreadersintheprocessofreadingandlearning,andsolve theproblemsofreadersinreallife.Inaddition,market developmentshouldnotbelimitedtofront-linedepartments,andalldepartmentsshouldhavemarketawareness.Inthisway,markettrendscanbecapturedmore accurately,operatingcostscanbereduced,andtheenthusiasmandcreativityofalldepartmentscanbestimulated,tojointlycontributetotherealizationofthe company'sstrategicgoals.

Sixth,tofacilitatenewintegration,thepublishing

valueofcontent,butalsoopenupnewmarketspace throughtechnologyempowerment,thusrealizingthe deepintegrationoftraditionalpublishinganddigitalizationandprofitgrowth.

□ Inthefaceofmarketchallenges,whatdo youthinkarethecountermeasures?

■ Facedwiththeuncertaintyofthechildren'sbook market,thevariabilityofchannelsandtheultimatedemandofreadersfor"cost-effectiveness",firstofall,we canfocusoncontentandemphasizecreativity.Don'tlet stereotypedcontentdestroychildren'simagination,but makeeachbookbecomeaunique"treasure".Second, wecanimproveourbrandimagebybranding.Let brandproductlinestransformintoa"guardianalliance" intheindustryofchildren'sbooks,whichparentsand childrencanidentifyataglanceandneverhesitateto placeorders.Third,wecandevelopdiversifiedchannelsandstrategies.Online,offline,andinlivestream, shortvideoandseedingpost,wherethereistraffic, thereshouldbeourbooks.Fourth,wecanincreaseinteractiontochangethesituationof"readingalone".By attendingbookclubs,signingsessions,sharingsessions,andknowledgecontests,childrencanmeetauthorsinperson,andbecometheir"fans"whilereading. Fifth,dataanalysiscanenableustoreachthetargetaudienceprecisely.Byleveragingbigdata,wecanbetter understandchildren,knowwhattheylike,planinadvance,andmaintaintheirloyalty.Last,innovativemarketingofbookspenetratestheaudience.Withinterestingsecondarycreations,wecanstrikeadeeperchord intheheartsofeveryparentandchild. IP

houseshouldenhancetheabilitytointegrateintovariousnewformsofculturalindustries,enablingproducts andreadingservicestoreachmoreconsumerspreciselyandformingmorechannelsandscenarios.

Seventh,wearedeterminedtopromotethenewremunerationandincentiveproject.TPHshouldformulateamorepositivesalarystrategy,improvethesalary system,andcarryoutdifferentiatedincentives,which istomakethevaluecreatorsbecomethebiggestbeneficiaries,tomotivateemployeesinproduction.

Eighth,todevelopnewbrands,TPHwillbuilda brandedpublishingplatform.Thegoalistocreate somesub-brands,furtherdevelopsegmentedmarkets, andthusmeetthenewrequirementsofcustomers.

Last,forthecreationofnewcontent,wearerequiredtocontinuouslyimproveourabilitytocreate creativecontent,asexcellentcontentisthekeytoimpressingandretainingconsumers.

In 2025,theseprojectswillbeimplementedwiththe ultimategoalofimprovingqualityandefficiencyand seekingbreakthroughs.Thesearenotonlyachangein thetraditionalpublishingmodel,butalsoapositiveexplorationofthefuturepublishingecology.Whilepromotingourhigh-qualitydevelopment,TPHwillmake effortstoprovidechildrenwithmoreexcellentspiritualnourishmentbycreatingmorecompetitivechildren's contentbrandsandservicebrands,withimpetusfrom innovation,auser-centeredandmarket-orientedstrategy,anddeeperreform. IP

HowtoDealwithUncertaintiesintheMarket?

■ WangYongbo(PresidentofPhoenixJuvenileandChildren'sPublishingLtd.)

Inrecentyears,PhoenixJuvenileandChildren'sPublishingLtd.hasactivelypursuedthematicpublishingthroughthemediumofpicturebooks,narrated contemporarystories,andproducedacollectionof high-qualityliteraryworks.Inthefuture,wewillcontinueoureffortsinthisfieldbyadoptingmoreinnovativeandinfluentialinitiatives,whichwillenhancechildren'sunderstandingofcontemporarysocietalvalues.

TransitioningfromTraditionalPrintProductsto DeliveringHigh-QualityReadingServices

Intermsofjuvenileandchildren'spublishing,professionalcompetitivenessismultifacetedandextends beyondmerebrandproducts;therobustnessofservice capabilitiesisofequalimportance.Concurrently,professionalcompetitivenessisalsodemonstratedthrough institutionalinnovationandthecapacitytoeffectively integratepublishingresources.Overthepasttwoyears andinitsfuturestrategicplanning,wehaveconcentratedondevelopingasubstantialsegmentdedicatedto youngchildren.

Furthermore,thepublishingindustrymustnotsolely concentrateonproductionanddistribution,butshould alsoprioritizeessentialcomponentssuchasreaders, families,educationalinstitutions,andchildren.While forgingstrongconnectionswiththeseelementspresentsaconsiderablechallengeforpublishers,itisexpectedthatthiswillbecomeacriticalareaofdevelopmentfortheindustryasawholeinthefuture.Thisis particularlyrelevantinjuvenileandchildren'spublishing,wherethedevelopmentofindustryrelationships, readingengagement,andservicelinkageswillbeessential.

OngoingAdvancementsinSystematicConstructionBeyondtheLimitsofProductionCollaboration

Inrecentyears,wehavededicatedourselvestosystematicdevelopmentgroundedinspecializedcontent, toachieveacomprehensiveintegrationofresources.In 2025,weintendtoadvancethe"OpenDoorPublishing"strategy,buildinguponthisestablishedfoundation. Weintendtoprioritizejointinitiativeswithinstitutionsandcollaborationsbetweeneducationalestablishmentsandenterprisesaskeyexplorationdirections. Ontheonehand,wewillengageinacollaborativeeffortwiththeJiangnanCultureInternationalCommunicationResearchCenteratSuzhouUniversitytodevelophigh-qualitycontentproductsfocusedonintangible culturalheritage,employingnewmediaforcomprehensiveoperations.Ontheotherhand,wewillpartner withBeijingLanguageandCultureUniversitytojoint-

lyinvestigateacademicresearchinthedomainsofinternationalpublishingandjuvenileandchildren'sinternationalpublishing.

Intermsofpopularsciencepublishing,ourproduct linewillconcentrateonsignificanttechnologicaladvancementsandcontemporarytrendingsubjects,therebyfosteringthedisseminationofscientificculture.Concurrently,educationalpublishingrepresentsasignificantareaofexpertiseforus.Lastyear,wesuccessfully finalizedtheeditingandpublicationofarttextbooksby thenewcurriculumstandards.Wewillexaminereading andeducationalresourcesfromanovelperspective.

AITechnologyEnablingtheDevelopmentof NovelIndustrialParadigms

Inthefuture,itwillbeessentialtoutilizeemerging technologies,suchasAI,toidentifynewavenuesfor developmentsupport.Atpresent,theintegrationof readingmaterialsandeducationalresourcesencounters difficultiesduetotheexpansivetechnologyecosystem. Incontrast,astructuredandsystematicapproachtointegrationalignswithadvancementsinAI.Takingthe juvenileandchildren'spublishingmarketasanexample,itcontainsawealthofbothtangibleandintangible contentresources.Leveragingadvancementsintechnology,adiverserangeofproductscanbedeveloped tomeetvaryingmarketdemands,involvingcontributionsfromeditors,writers,andauthors,aswellasthe integrationofvariousmediaandcontentpresentation methods.

Inthefuture,theimplementationofcompositeresourcestoenhancestabilitywillprovetobeabeneficialstrategyforthepublishingindustry. IP

LeveragingOriginalIPandTechnologytoTackleChallenges

■ LuXiaoxin(Editor-in-ChiefofJuvenileandChildren'sPublishingHouse)

□ WhatstrategieswilltheShanghaiJuvenile& Children'sPublishingHouseimplementtoadapt tomarketshifts,enhanceitscompetitivepositioning,andexplorenewgrowthopportunities?

■ Theverticalandplatforme-commercesectors, whichpreviouslyexperiencedsignificantgrowth,are nolongerthrivingastheyoncedid.Additionally,the growthrateofshortvideoe-commerceisalsoexperiencingadeceleration,accompaniedbyareductionin traffic.Inthefuture,thecompetitiveplayerswithinthe children'sbookpublishingsectorareexpectedtorapidlydistinguishthemselves,leadingtoasignificanttransformationoftheindustrylandscape.Traditionaljuvenile&children'spublishinghousemustmovebeyond conventionalmarketparadigms,dismantleestablished practices,andconsistentlyadjustitsoperationalscope andlimitstopursuenewdevelopmentinthecurrentenvironment.

Theachievementsof Ne Zha 2 and Black Myth: Wukong havesparkedsignificantdiscussionsregardingtheemergenceofculturalconfidenceandtheinnovativereinterpretationoftraditionalIP.Theoriginal classicIPservesasthecornerstoneforourmarketestablishment.Weintendtofullycapitalizeonthedistinctivenessandcredibilityofourbrandcontenttoenhancepartnershipsthatleveragechanneladvantages. Byutilizingauthoritativecontent,weaimtodistinguishourselvesfromsimilarproductsinthemarketplace.Furthermore,wewilldiversifyproductcharacteristicsthroughvariousformatsandexplorenewsales

channelsbyintegratingaudio,video,researchstudies, andofflinethemeparkofferings.

□ WilladvancementsinAItechnologyfurther enhancethepotentialofcontentcreation?

■ Thisinquiryreflectstheindividual'sapprehensionsregardingtheprofessionalethicswithinthechildren'sbookpublishingsector,aswellasconcernsrelatedtoasetofethicalstandardsthathaveemergeddue totherapidadvancementofAIinChinasincethestart oftheyear.Indeed,regardlessoftheconcernsraised bytheformerortheapprehensionsexpressedbythe latter,theultimateresolutionofthesemattersresides notinexternal,uncontrollabletechnologiesorotherexternalforces,butratherwithinhumanityitself.Ithink thattheinherentcapabilitiesofAIhavetranscended

traditionalformsofcognition,experience,andimagination.Duetotheextensiveandrapidlyexpandingnatureofitsdatabase,itsurpassesanyindividualincapability.Furthermore,itsproficiencyinlearningandemulating"naturallanguage"isadvancingataswiftpace, whichislikelytoexacerbatethedevaluationofknowledge.Thisdevelopmentwillundoubtedlypresentconsiderablechallengestothepublishingindustry,which isfundamentallydependentonknowledgeandcontent resources.Atthisstage,itiscrucialtoleveragetheadvantagesoftechnologywhileplacinggreateremphasis onthefundamentalqualitiesofhumancreativityinordertoattainsignificantadvancementsincreativecontentthroughtechnologicalsupport.

□ Giventhechallengescurrentlyfacingthe children'sbookmarket,whatstrategiesdoyou believeshouldbeimplemented?

■ Ithinkthatthereareprimarilyfourkeydirectionstoconsider:Firstly,motivatethepublishingand marketsectorstoexploreandcultivatenewmedia channelswithintheirrespectiveregions.Secondly,attainsalesgrowthbyleveragingopportunitieswithin theprivatemarketacrossmultipleprovinces.Thirdly, establishamatrixofself-mediaaccountswithinthe organizationtofacilitatesignificantadvancementsin development.Fourthly,consistentlyinitiatebothonlineandofflinebrandreadingclubs,whilealsoestablishingreadingpromotioncentersacrossvariousprovinces. IP

□ SunJue

MarketingChannelsof theChildren'sBookMarketEvolvedOverTime

■BySunJue

2024

hasbeenayearofdramaticrestructuringinthemarketingchannelsofthe Chinesechildren'sbookmarket. Againstthebackgroundofchangingconsumptionhabits,technologicalinnovations,intensifiedmarketcompetition,andthesaleschannelsforchildren'sbookshave shownadualcharacteristicof"therapidriseofnewmedia"and"thedeeptransformationoftraditionalphysical bookstores".AccordingtoBeijingOpenBookdata,the overallmarketfixedpricevalueofchildren'sbooksgrew by 8 5%year-on-yearin 2024,withnewmediachannels contributingmorethan 40%.Traditionalphysicalbookstoresachievedcountercyclicalgrowththroughonline transformationandscenario-basedupgrades.Whileonlinechannelsremaindominant,offlinechannelshave seenareboundingrowthduetotheirtransformationinto experience-basedspaces(up 4 2%year-on-year),while thegrowthrateofonlinesalesslowedfrom 8%in 2023 to 5%,indicatingthatthechannelcompetitionhasenteredastageofoptimizationwithinafixedmarket.

In 2024,analyzingbychannelsegmentation,traditionale-commerceplatforms(JD.COM,Dangdang, etc.),live-streaminge-commerceplatforms(Douyin, Kuaishou,Xiaohongshu,WeChatChannels),andverticalcommunities(motherandbabyplatforms,privatedomaintraffic)formeda"three-pillarstanding"structure foronlinesales.Ontheofflinechannelside,coretouchpointsincludeXinhuaBookstore,chainbookstores,independentchildren'sbookstores,andcampussurroundingbookstores.

PlatformslikeDouyin,Kuaishou,andXiaohongshu havebecomenewenginesforchildren'sbooksales. Theirsalesshareincreasedfrom 28%in 2023 to 40%in 2024,withtopinfluencersregularlyachievingsalesof overonemillionyuanperlive-streamsession.Traditionalphysicalbookstoresareacceleratingtheirtransformations.Byintegrating"onlinestores+offlineexperiences",theshareofonlinesalesinphysicalbookstoresrose to 25%.Somebenchmarkbookstores(suchasShanghai ZhongshugeandNanjingLibrairieAvant-GardeBookstore)achievedbothincreasedfoottrafficandsales throughthe"bookstore+educationalprograms+culturalcreativeproducts"model.Publishers'self-operated channelshavealsobeguntoshowresults.Salesfrom publishers'self-operatedstores(suchasDouyinflagship storesandTmall.comself-operatedstores)increased from 5%to 12%,becominganimportantplatformfor brand-buildinganddataaccumulation.

SlowingGrowthofTraditional E-commerce

In 2024,traditionale-commerceplatformssuchas JD.COMandDangdangaccountedfor 45%ofonline children'sbooksales,withgrowthspeedslowingto 3%, fallingbelowtheindustryaveragelevelforthefirst time.Toaddressthetrafficbottleneck,traditionale-commerceplatformsaretryingtobreakthroughwithnew strategies.Forexample,theseplatformsusepreciserecommendationalgorithmstopushpersonalizedbook listsbasedonuserageandinterests;theyofferexclusive memberbenefits,suchasJD.COMPLUSmembers' "buyone,getonemorefree"and"exclusivesignededitions"forchildren'sbookzones;andtheyengagein cross-industrycollaborations,suchasDangdang'spartnershipwiththeanimatedIP Boonie Bears tolaunch themedgiftboxes,whichledtoa 30%increaseinrelatedbooksales.Additionally,Dangdang's"gradedreadingplan",launchedincollaborationwitheducationexperts,providesage-appropriatereadinglists,pairedwith

evaluationtoolsandreadingcheck-inrewards,attractingover 2 millionusersinthefirsthalfof 2024,generating 800 millionyuaninsales.

NewMediaChannelMarketing Strategies

In 2024,thechildren'sbookmarketcontinuestobe dominatedbyshortvideosandlive-streaming.Children'sbookpromotionsquicklyreachparentsgroups throughfunshortvideosandlive-streamedparent-child readingsessions.Forexample,AnhuiChildren'sPublishingHouselaunched Mi Xiao Quan Comic History Stories onDouyin,achievingover 1 2 millioncopies shippedinasinglemonththroughfrequentlive-streamingandcollaborationswithinfluencers.

PublishersarealsousingWeChatcommunitiesand membershipsystemstoretainusers.Forexample,FujianChildren'sPublishingHouseestablishedthe"Mom Alliance"toimproverepurchaseratesthroughprecisely targetedcontentpushesandinteractiveactivities.Additionally,somepublishinghousesarefocusingonselfbroadcastingonnewmedia,asexternaltrafficcostscontinuetorise.Somepublishers(suchasAnhuiChildren's PublishingHousewithitsDouyinaccountdualflagship storeplan)arereducingdependenceonthird-partyinfluencers.Contenthomogenizationhaspromptedleading publisherstostrengthentheirdifferentiatedcontentstrategies,suchasJiangsuPhoenixJuvenileandChildren's Publishing'scollaborationwithculturalcelebritiesto createa"deepinterpretation+knowledgepopularization"contentmatrix.

Motherandbabycommunities(suchasNicomama) andpublishers'self-operatedprivatedomaintraffic (throughWeComorMiniPrograms)accountfor 15%of onlinesales,withrepurchaseratesashighas 35%,significantlyoutperformingpublictraffic.Publishersattractuserstojointheircommunitiesthroughfreetrials, expertlectures,andothermethods,thenconvertthetrafficthroughgroupbuyingandflashsales.Additionally, somepublishersprovidehigh-valueservicesbasedon userneeds,suchas"readingabilitydiagnostics"and "one-on-onebookselectingconsultation".Forexample, CITICChildren'sBooks'"MommyAccompanying Plan"providesdailyreadingcheck-insandexpertconsultationsviaaWeComcommunity,withmemberannualconsumption 2 3 timeshigherthanthatofregularusers.PoplarKid'sRepublicPictureBookStore'sWeChat MiniProgramlaunchedan"ARPictureBookExperience"function,allowinguserstoscancodestoviewdynamicstories,boostingMiniProgramsalesby 60%yearon-year.

PhysicalBookstoresStrengthen ReaderServices

In 2024,whilethesurvivalofphysicalbookstoresis stillchallenging,thosethatremainareactivelyseeking newdevelopmentpaths.The"bookstore+"modelinnovationinthechildren'sbookfieldhasseenphysical bookstoresintroduceelementslikecoffee,culturalcreativeproducts,andeducationalprogramstocreatemultifunctionalculturalspaces.

Forexample, 21stCenturyPublishingHousecreated the"GreatChinaTreasureHunt"themedparkatabook fair,combiningIPculturalproductssales,withsinglesessionsalesexceedingonemillionyuan.Online-offlineintegrationisanotherpathmanybookstoresareexploring.Forinstance,XinhuaBookstoreGrouphasconvertedonlinetrafficintoofflineexperienceswiththeir

"onlineorder,in-storepick-up"service.

Bookstoresarealsocollaboratingwithschoolsandlibrariestoorganizereadingactivities.Forexample,TomorrowPublishingHouse's"30 kmReadingCircle"programactivatedthelocalmarketwith"TomorrowReadingCorners"andauthorlectures.Successfulbookstore transformationcasesshowthataveragetransactionvalueshaveincreasedby 30%- 50%.However,smalland medium-sizedbookstoresstillfacepressuresfromrent andoperatingcosts.AccordingtodatafromCentrin Ecloud,salesgrowthinchildren'sbooksatphysical bookstoreswas 5%,lowerthanthatofonlinechannels, butuserstickinesswassignificantlyhigherthaninpurelye-commerceplatforms.

Chainbookstoreshaveupgradedfrom"hypermarkets"to"parent-childculturalspaces".Chainbrands likeXinhuaBookstoreandSISYPHEhaveachieved countercyclicalgrowththroughspacetransformations, withchildren'sbooksalesgrowingby 6%year-on-year in 2024,andfoottrafficrecoveringto 90%ofpre-epidemiclevels.Bookstoredesignscreateimmersiveexperiencesbyaddingchildren'sreadingcorners,handicraft workshops,andsciencepopularizationexperiment zonestoextendcustomerstaytimes.Bookstoresalso hostweeklyeventssuchas"storytellingsessions"and "authormeet-and-greets"toincreaseuserengagement. Forexample,SISYPHE's"Children'sReadingGrowth Center"introducedan"AIbookrecommendationrobot" inkeycitystoresthatusesfacialrecognitiontorecommendage-appropriatebooks,increasingtheshareof children'sbooksalesto 40%.

Traditionalchanneloperatorsarestartingtoshifttowardbecomingeducationalserviceproviders.Shenzhen ReadingMiBookstorelaunchedthe"ReadingGuide" service,creatingpersonalizedbooklistsformembers,increasingtheaveragetransactionvalueofindividualto 268 yuan.ZhejiangXinhuaBookstoreGroup's"Reading CornerCo-buildingProgram"withkindergartensprovidesbookconfigurationsolutions,generatingsustained servicerevenue,withagrossprofitmarginof 42%.Additionally,digitaltransformationinphysicalchannelsisbeginningtoshowresults.ShandongJingguangMediadiscoveredthatparents'bookselectiondemandspeakduringthetwoweeksbeforesummerandwintervacations. Inresponse,theylauncheda"holidayreadingpackage" pre-saleservice,whichaccountedfor 40%ofthat month'ssales.Somestoreshaveintroducedsmartrecommendationscreens,whichofferbooklistsbasedonchildren'sagetests,achievinga 27%higherconversionrate comparedtomanualrecommendations.

ChannelEvolutionDirectionsin 2025

By 2024,thecompetitioninChina'schildren'sbook saleschannelshasshiftedfroma"trafficbattle"toa"valuecultivation"phase.Whetheritistheexplosivegrowth ofonlinescenario-basedmarketingortheresurgenceof offlineexperience-basedeconomies,theessencepoints toanoperationallogiccenteredarounduserdemand.I IP

08 OBSERVATION

HowCanChineseComicsBecomeClosertoPeople'sLives?

■ByZhaoYixue

AccordingtodatafromMaoyanProfessionalEdition,asofMarch

17th,theanimatedfilm Ne Zha 2 has surpassedatotalboxofficerevenueof 15 128 billionyuan,ranking 5thamongglobalfilmboxoffice revenueandistheonlynon-Hollywoodfilminthetop 5 list.Thefilm'sdirector,Jokelate,createsa comicpostereachtimetheboxofficerevenueexceedsonehundredmillion,witheachonebeingvivid,humorous,andalmostlikereadingasidecomicof Ne Zha 2.Overthepastmonth,peoplehaveonceagain witnessedthepowerfulculturalrenaissanceofChineseanimationandcomicsintheircreativetransformationandinnovativedevelopment.

TheGlamorousTransformation ofChineseComics

WhendiscussingChinesecomics,onecannotoverlookitslonghistory.Theconceptofcomicsoriginated intheNorthernSongDynasty,whenscholarandpainter HuangYidaousedtheterm"Comics"in Jingyu Sheng Ji todescribetheagileandsmartmovementsofwaterbirds whilefishing,likeningittopaintingonwater.

FromthelateQingDynastytotheearlyRepublicof China,comics,knownas"allegoricalpaintings"or"satiricalpaintings",becameimportanttoolsforopposing feudalsuperstitions,satirizinggovernmentcorruption, exposingforeigninvasion,andcriticizingthecorruptionoftheQinggovernment.Theseworkswerecommonlyfoundinpublicationssuchas Current Affairs Pictorial and the Russian Alarming News,including pieceslike Seeing through the Unawakened Dreams of the World and Complete Illustration of the Contempo rary Situation

DuringtheMayFourthMovement,ordinarypeople begantoengageinthecreationofcomics,widelydisseminatingtheirworksintheformofflyers,oftenwith astrongrevolutionarytone,suchas He Endures Suffer ing for the Nation What Should We Do? and Com patriots, Do Not Let Japanese Aggressors Mock Us! Duringthisperiod,LuXunproposedthat"satirical paintingsshouldcritiquesocietalillsandguidesocial transformation."InMay 1925, Literature Weekly serializedFengZikai'sdrawingsandlabeledthemascomics,markingoneoftheearliestusesoftheterm"comics"inChina.

DuringtheLiberationWarperiod,comicsbecamea powerfulweaponforthepeopleintheliberatedareas tofightagainsttheenemy.Alargenumberofpolitical satiricalartistsandoutstandingcomicworksemerged duringthisperiod,suchasHuaJunwu's Sharpen the Knife Before Killing,ZhangDing's Changing of the Warlord Banners on the City Walls,andCai Ruohong's Where Does Suffering Come From? Additionally,aseriesofcombat-themedcomicpropaganda materialsarosefrommassmovements.

AfterthefoundingofthePeople'sRepublicofChina,comiccreationenteredanewhightide.Theriseof realisticcomics,whichprimarilycritiquedsocialissuesandpromotedpositiveenergy,markedthisera. ThemonthlymagazineComics,foundedinthe 1950s, playedacrucialroleinenhancingtheartisticandideologicallevelofcomics,withmanycomicartistssuch asHuaJunwu,MiGu,andFangChengbeingveryactiveandtheirworksbelovedbythepublic.Subsequently,thecomicindustrymaturedfurther,leadingtothe emergenceofnewstyleslikescientificcomicsandhumorouscomics,injectingnewvitalityintoChinese comics.

Enteringthe 21stcentury,theChinesecomicindustryhasenteredanewstagecharacterizedbydiversificationanddigitalization.Ononehand,influencedby Japanesemangastyles,Chinesecomicshavebegunto explorepathsoflocalizedinnovation.Ontheother

hand,withthewidespreadadoptionoftheinternet,numerousonlinecomicplatformshaveemergedinChina,providingabroaderstageforthecreationanddisseminationofcomics.NotableworkssuchasAoYouxiang's Wu Long Yuan andXiaDa's Zi Bu Yu havegarneredwidespreadacclaimfrombothdomesticandinternationalreadersfortheiruniqueartisticstylesand profoundthematicdepth.TheseworksnotonlyshowcasethediversityandcreativityofChinesecomicsbut alsoreflectthetrendofculturalpluralismincontemporarysociety.

IPBecomestheCoreDrivingForce oftheComicMarket

Inrecentyears,drivenbythepan-entertainment trendandinfluencedbythedemandforupgradedentertainmentexperiences,theChinesecomicindustryhas enteredanewstageofdevelopment.Industryinsiders analyze:"Inthenext 10 yearsorevenlonger,comic worksandrelatedIPswillenteragoldenperiodofdevelopment."

Withasignificantinfluxoftechnologyandcapital, theuserbaseforanimationandcomicshasexperiencedexponentialgrowth,providingasubstantialmarketfoundationfortheprosperityofthecomicindustry. Inrecentyears,severalfilmandtelevisionadaptations basedoncomicIPshaveachievedremarkablesuccess inthemarket,suchas Monkey King: Hero Is Back, Legend of Deification,and White Snake: Origin.These successfulcasesnotonlyigniteenthusiasmfor"domesticproduction"amongthepublicbutalsohighlightthe immensemarketappealofcomicIPs.Furthermore,the riseofnewconsumerforceshasbroughtnewdevelopmentopportunitiestothecomicmarket.Theyounger generation,particularlythosebornafter 1995,isgraduallybecomingthemainconsumergroupofanimeculture.Theyshowastronginterestin"Two-Dimensional"cultureandhaveahighlevelofacceptanceandaffectionforcomicworks.ThisgroupofreadersmaintainsahighloyaltytothecomicindustryanditsIPs, willingtomakepurchases,thusdrivingrapiddevelopmentinthecomicmarket.

Currently,theculturalandentertainmentindustryis evolvingtowardintegrationandinteraction,withanIPcentricapproachtotheentireindustrychainbecoming aprevailingtrendintherecentdevelopmentoftheentertainmentindustry.AsanothersourceofIPincubationfollowingonlineliterature,theimportanceofthe comicindustryisbecomingincreasinglyprominent. Throughoutthedevelopmentofthecomicindustry,audiencesindifferenterashavediverseneedsandpreferences;therefore,findingtheright"point"thataligns withsocialdevelopmentandcontemporarytrendsis crucialforcontentcreation.Workslike The King s Av atar, Fox Spirit Matchmaker,and Qin s Moon attracta largefanbaseduetotheiruniquecontentandforms. Forthesenew-generationaudiences,diverseandinnovativecontentformsareofgreaterimportance. Intheprocessofdevelopingthecomicindustry,it

hasbecomeincreasinglychallengingtogoalone.Successfulcomicworksoftenrequireeffortsandcontributionsfrommultipleparties,leadingthecomicindustry tograduallymovetowarddiversificationandbranding. Comiccompaniesandplatformsareintegratingcreativeresourcestolaunchmorecompetitiveproducts. Additionally,thediversifiedindustriallayoutshowcasessignificantadvantages,withderivativeproductsbecomingthemaingrowthpointforrevenueinthecomicindustry.Asthemostprofitablesegmentoftheindustry,derivativeproductsincreasinglyemphasizethe establishmentofanIP-centricpan-entertainmentindustrychain.Majorcompaniesthatoncereliedonderivativeproductsarenowhighlightingtheconceptofa "pan-entertainmentecosystem",withplatformslikeAlibaba,Baidu,andTencentsequentiallyenteringthederivativeproductmarket.

Taking The King s Avatar asanexample,itsIPdevelopmentstrategygraduallycoversafullindustry chainfromthetwo-dimensionaltothethree-dimensional,includingphysicalbooks,audiobooks,comics, animations,games,live-actiondramas,andmovies. Theinfluenceofthiscomprehensivecontentformcontinuestobereleased,enrichingthecommercialization scenariosofIPs,fosteringcollaborationacrossindustries,greatlyenhancingmarketvitality,andcontinuouslyexpandingthecommercialspaceforcomicIPdevelopment.

Therefore,thevigorousdevelopmentoftheChinese comicmarketisnotonlyreflectedinitsenormousmarketpotentialandrevenue-generatingcapabilities,but alsoinitscontinuouslyinnovativeanddiversifiedindustriallayout.From Monkey King: Hero Is Back to Ne Zha 2,wehavewitnessedtheriseandprogressof theChineseanimationandcomicmarket.Inthefuture, theChinesecomicmarketwillcontinuetoinnovate, bringingmoreexcitingworksandreadingexperiences toreadersandaudiences. IP

Thecomicposterof Ne Zha 2 withatotalboxoffice ofover 14 8 billionyuan.

TheVariousPossibilitiesofAIinChildren'sPublishing

■ByXuWeiyi

Currently,China'schildren'spublishingindustry hasshiftedfromanincrementalmarkettoa saturatedmarket,withmuchintenseinternal competition.Thereisanincreasingcallfordeepin dustrytransformationandupgrading.Withtherapid developmentofartificialintelligence(AI)technology, Chinesechildren'spublishinginstitutionshavein creasinglyappliedAIinrecentyears,activelyadopt ingthe"AI+Publishing"strategyasanewapproach toexplorenewpathsforbusinessdevelopment.

AIAssistsContentCreation

Atpresent,AItechnologyhashadaprofoundimpact ontheproductionofpublishingcontent.ManyChinese publishingenterprisesareactivelyusingAIapplications invariousaspects,involvingpersonalizedtext,image contentgeneration,andproofreading.

FujianChildren'sPublishingHousestartedusingAI technologyincontentproductionin 2023.Initially,the AI-generatedsciencepopularizationwork Bear waspublishedintheirlow-age-grademagazine Mimi Pictorial Thecreationtooknearlytwomonths,with 500 +draft images,fromwhich 5 imageswereselected.WeiSong, deputydirectoroftheCulturalIndustryDivisionofthe PublishingHouse,explained,"In 2023,AIapplications werestillnotvery'smart'.Weneededtopatientlyinput keywordsrepeatedlyandusePhotoshopimageediting softwareforpost-processingtomeetpublishingstandards."

In 2024, Forest Pictorial becameanimportantmilestoneinthepublisher'sAIpublishingjourney.Thebook contained 400 AI-generatedimages,createdovernearly fourmonths,andstartedtodeveloptowardbatchproduction.WeiSongintroducedthatafterthebook'spublication,itreceivedwidespreadattention,withsalessurpassing 50,000 copiesinoversixmonths.Thissuccess furthersolidifiedthepublisher'scommitmenttodeepeningitsengagementwithAItechnology.Atthebeginning of 2024,FujianChildren'sPublishingHouseestablished the"AIApplicationandArtEditingStudio",whichhas sincecreatedover 20 typesofimages,includingcovers andillustrations,forvariousbooks.

Children'sFunPublishingCompany'sgradedreading picturebook Little Steps Daily Recite includes 384 illustrations,allcreatedthroughacombinationofAIdrawingandmanualadjustments.LiuYuyi,chiefeditorof Children'sFunPublishing,explainedthateditorsinput specificinstructionsintotheAItoolbasedonthetheme andcontent,whichgeneratedtheinitialillustration drafts.Theillustrationswerethenoptimizedusingthe AItool,andillustratorsmeticulouslyrefinedthedetails, ultimatelycompletingtheillustrations.

DolphinPresshasalsoexploredtheuseofAItoolsin illustrations."Weneedtoaddalargenumberofillustrationstothecompletedbooktext.Gradually,AI-generateddrawingsoftwarehasmatured,anditcangenerate variousstylisticallyconsistentillustrationsbasedoninputmodelsandrequirements,whichthearteditorscan furthermodify,savingalotoftimeinbasicdrawingand coloring",saidGengJing,deputydirectoroftheSocial ActivitiesDepartmentatDolphinPress.

Itisunderstoodthat 21stCenturyPublishingHouseis collaboratingwithLangwiseMediatoexploreAIillustrationapplicationsinbookpublishingandhasteamed upwithZhejiangUniversityandShenzhenQuicktalk TechnologyCompanytodevelopthe"SmartInteractive ReadingPlatform"project,whichconvertshigh-quality booksintosmartcontentandprovidesacompanion

readingrobottoreadersthroughtheirself-developed "ReaderService"platform.

AIHelpsChildren'sPublishing CompaniesCutCostsandImprove Efficiency

ThroughthecollaborativeworkofAIandhuman proofreading,DolphinPresshasachievednear-zeroerrordetectionintheproofreadingprocess.TheDark HorseProofreadingsoftwareplaysacoresupporting role.DolphinPressusesthissoftwaretoquicklycompletegrammarandspellingchecksanddeeplyanalyze sentencelogic,articlecoherence,andstylisticdifferences,significantlyimprovingproofreadingefficiencyand accuracy.GengJingexplainedthatDolphinPresscurrentlyfollowsacollaborativemodelbetweenindustry, academia,andresearch,partneringwithtechnology companiesforjointAIdevelopment.UsingAImachine learningalgorithms,theDolphinPresscananalyzevast amountsofmarketandindustrydata,gaininsightsinto readers'potentialneeds,andgenerateuserprofiles basedonreaders'readinghistoriesandpreference,providingchildren'sbookplannersandeditorswithpopular topicsofinteresttoreaders.

Children'sFunPublishingCompanyalsousesintelligentproofreadingsoftwarelikeDarkHorseProofreadingandFounderProofreadingsoftwareduringthereviewprocesstocheckforsensitivecontent,logicalissues,andgraphicalerrors,generatingcompleteproofreadingreports.Editorsrefertotheproofreadingreports forfurtherrevisionsandeliminatesimilarissuesinthe manuscript,effectivelyimprovingoverallmanuscript quality.Incontentproduction,AIhasplayedamoreapparentroleincostreductionandefficiencyimprovement.LiuYuyiexplainedthat,themostdirectbenefitof AIistoshortenthepublishingprocess,reduceproductioncosts,andincreasepublishingefficiency."Forexample,inthegradedreadingpicturebook Little Steps Daily Recite,iftheillustrationsweredrawnmanually,it wouldrequireatleastfourillustratorsworkingforfour months.WithAItechnology,theinitialdraftgeneration timeisdrasticallyreduced.Aftermanualadjustments, thetotaltimeforcompletingtheillustrationsisnearly halved,saving 68%incostsandsignificantlyimproving publishingefficiency."

BeijingViewshareTechnologyCompanyprovidesillustrationservicestoseveralpublishinginstitutions.Its founder,LiangHong,saidthatAIillustrationhasreducedthecomplexcostofmanualillustrationbyover 80%,withthehighestefficiencyimprovementforillustrationtypesisinstandardizedillustrations,suchasillustrationsusedinvocabularybooks,dictionaries,orsimpleillustrationswithoutcomplexscenes,actions,orexpressions.Thecompany'sdesignteamconsistsofjust 10 peoplebutcanproduce 10,000 illustrationsper month.Comparedtooriginalmanualillustrators,their efficiencyhasimprovedby 10–30 times.Currently,the

companyhascollaboratedwithChildren'sFunPublishingCompanyforpicturebookillustrationdesign,with JilinScience&TechnologyPublishingHouseforchildren'ssciencepopularizationbooks,andwithChina Children'sPress&PublicationGroupforjournalinternalpagedesigns.

FujianChildren'sPublishingHousemainlyuses drawingtoolslikeStableDiffusionandD.Design,with writingtoolslikeDoubaoandKimi.WeiSongexplainedthattheinitialpurposeofadoptingAIapplicationswastocutcostsandimproveefficiency.Asachildren'spublisher,imagesareheavilyusedintheirbooks. Inpractice,AIillustrationshavelargelyreplacedillustrationsthatoriginallyrequiredmanualcomposition andhand-drawing,achievingcostsavings.

OtherApplicationsofAITools inChildren'sPublishing

Children'sFunPublishingCompanyhasdevelopeda rangeofmultimediabookswithrichproductformscenteredaroundhigh-qualitycontent.LiuYuyiintroduced thatthebook Disney Classic Animated English Movie Stories isequippedwithanAIlearningassistantcreated throughacollaborationbetweenChildren'sFunanda technologycompany.Readerscanopenthelearningassistanttonotonlyaccessvariouslearningmaterialsthat accompanythebookbutalsointeractwiththeassistant bychattingandaskingquestions.

Additionally,theChildren'sPublishingHousehascollaboratedwithatechnologycompanytolaunch Search ing for Pinocchio.ReaderscansimplyscantheQRcode inthebooktointeractwith"AINobel",adigitalpersona specificallycreatedforthebookusingAIGCtechnology. The My First AI Good Friend,publishedbySanhuan PublishingHouse,usesillustrationstopopularizeAI knowledge,alongwithanAI-poweredmini-program thataccompaniesthebook.UserscanscanaQRcodeto accessaWeChatmini-programtointeractviavoice with"DoraBeta",a 3DcartoonAIrobot.

ChallengesFacingAIApplications

Industryexpertsbelievethatchildren'spublishinginstitutionsarecurrentlyfacingseveralchallengeswhen usingAItools.

First,thedatabaseofAItoolsisinsufficient.TheconstructionofresourcelibrariesisamajorissueinthedevelopmentofAItechnology.Whengeneratingimages, technicaltoolsrelyonlearningfromaccumulatedresources.Iftheresourcelibrarylacksrelevantcontent, AI-generatedimageswillhaveproblems.Formanysciencepopularizationbooks,althoughAIcanquicklyprovidevastamountsofinformation,thecontentoften lacksaccuracy.

Second,ethicalanddatasecurityconcernsneedtobe paidcloseattention.WhenAIsystemscanmakeindependentdecisions,itisessentialtoensurethatthey alignwithhumanvaluesandethicalstandards.Additionally,thereisaneedtoconsiderhowtoaddresspotentialinequalitiesanddiscriminationAImightbringto society.

Third,thecompetenceofeditorialstaffneedsfurtherimprovement.CurrentAItoolshavemanylimitations,soeffectivelymanagingAIrequirestheintelligenceoftheeditorialteam.Thepublishingindustry mustexplorenewapplicationsofAItechnologyinchildren'spublishingsectorandjointlycultivateanewgenerationofeditortalents. IP

ChinesePublishingEnterprisesGoingGlobal

■ ByXuWeiyi

Inrecentyears,theglobalchildren's bookmarkethasshiftedfromanincrementalmarkettoasaturatedmarket,influencedbymultiplefactorssuch astheCOVID- 19 epidemic,changesin internationalrelationsituations,rising livingcosts,andtransformationsin marketingchannels.Since 2024,the themesofchildren'sbookpublishing havebecomeincreasinglyrichanddiverse,withmarketingmethodsalsobecomingmoreflexibleandvaried.Notably,duringthe 2024 BolognaChildren'sBookFairinItaly,international publishersfocusedonprofoundworks thatdepictedthemessuchasimmigrant cultures,diversegroups,war,disease, andsustainabledevelopment.Theyalsoshowcasedinnovativepracticesof precisemarketingusingsocialmedia, reflectingthedevelopmentofadiverse andmutuallyprosperousinternational children'sbookindustry.

Inthiscontext,Chinesechildren's bookshaveembracedunprecedentedopportunitiestogoglobal.Duringthe 2024

BeijingInternationalBookFair(BIBF), 1,600 exhibitorsfrom 71 countriesand regionsreachedmorethan 2,100 copyrighttradeagreements,withchildren's booksrankingfirstinexportcategories.Relevantdataindicatesthatchildren'sbookshavebecomethelargest subcategoryinChina'sbookretailmarket,accountingforapproximately 27% ofthemarketshare.ChinahasalsosurpassedtheUnitedStatestobecomethe largestchildren'sbookmarketinthe world.

WuShulin,BoardChairmanofthe PublishersAssociationofChina,stated thatChinaattachesgreatimportanceto internationalexchangesandcooperation inchildren'spublishing.Whileactively learningfromtheoutstandingachievementsofforeignchildren'spublishing, Chinacontinuestostrengthentheproductionandoverseaspromotionofchildren'sbooksaspartofits"goingglobal" strategy.Currently,theChinesechildren'sbookpublishingindustryshould betterutilizenewtechnologies,suchas

artificialintelligence,toseizedevelopmentopportunitiesandcontributetothe advancementofglobalcivilization.

KarinePansa,formerPresidentof theInternationalPublishersAssociation,calledforfosteringchildren'sreadinghabits,notingthatthisisnotonly theresponsibilityofparentsbutalsoof theindustryandsociety.TheInternationalPublishersAssociationwillcontinuetosupportinternationalcooperationinchildren'spublishing,providing morehigh-qualitybookstoyoungreadersworldwide.

However,intheprocessofChinese children'sbooksgoingglobal,itisstill facingseveralchallenges.First,culturaldifferencespresentasignificantchallengefortheChinesechildren'sbook industry.Therearenotabledifferences inculturalbackgrounds,aesthetichabits,andvaluesbetweendifferentcountriesandregions.ThisrequiresChinese children'sbookstoplacegreateremphasisoninternationalperspectives andcross-culturalcommunicationin

TellingChina'sStorytotheChildrenacrosstheGlobe

■ LiuZongyuan,ChiefEditorofJiangsuPhoenixJuvenileandChildren'sPublishingHouse

Inrecentyears,JiangsuPhoenixJuvenileandChildren'sPublishingHouse (hereinafterreferredtoas"PJCP")has focusedontheoverallstrategyof"enhancingthebuildingofinternational communicationcapabilities,tellingChina'sstorywell,presentingareal,multidimensional,andcomprehensiveChina,andincreasingChina'sculturalsoft power".ThePJCPhasconcentratedon creatingpicturebookswithaninternationalperspective,specificallydesignedforchildren'sviewpoints. Throughthese"smallentrypoints", theyhavesuccessfullysharedChina's storyandspreadChina'svoiceto youngreadersworldwide.Duetotheir remarkableachievements,PhoenixJuvenileandChildren'sPublishinghasrepeatedlywonnationalhonors.

The Children ' s Hearts to the Party A Century of Glory seriesbyPJCPreflectsthebroadercontextthrough smallentrypointsandportraystheimagesoflittleheroesandYoungPioneers.Afteritspublication,theseries' rightsweresoldtosixcountries,includingtheUnitedKingdom,Kyrgyzstan, Iran,andTurkey,anditwaspublished inmultiplelanguages,includingEnglish,Kyrgyz,Persian,andArabic. PJCPcollaboratedwiththeCPCHistoryPublishingHousetopublishan originalseriesofearlychildhoodsciencepopularizationbookstitled Chil dren ' s Hearts Build Dreams · A Beauti

ful New Era.Thesebooks,froma child'sperspective,usenearlyathousandhigh-definitionimagestoshowcasetheachievementsofChina'secologicalcivilizationconstructionfrom multipledimensionsandcomprehensiveangles.Thecopyrighthasbeen soldtoSriLankaandCambodia,helpingPJCPaccumulatenewexperience inoverseascommunicationofthemed publicationsandcontributing"tangible"and"warm"Chinesewisdomand Chinesesolutionstowardglobalgreen development.

Our Mountains of Gold and Silver Me and Nature seriesvividlytells youngreadersthegreenstoriesofChina,guidingthemtoestablishacorrect viewofecologicalcivilization.The bookseries'copyrighthasbeensoldto fivecountries,includingtheUnited Kingdom,Kyrgyzstan,andRussia,etc. Onebookfromthisseries, The Village Has Changed,hasbeensoldto 12 countries,includingItaly,Vietnam,andNepal,etc.DuringtheLondonBookFair 2024,PJCPheldanewbooklaunch eventfortheEnglishversionof The Village Has Changed underthetheme "Sharingthe'BeautifulChina'Story withtheWorld".Theeventwasattendedbythebook'sBritishpublisher,Englishtranslator,andmanyoverseasreaders,receivingwidespreadmediacoveragebothdomesticallyandinternationally.Duringthisyear'sBolognaChil-

bothcontentcreationandpresentation. Second,asinternationalcompetitionintensifies,Chinesechildren'sbooks needtoimprovethequalityoftheir workswhilestrengtheninginternationalcooperation,seekingsuitableoverseaspartnersandchannels,andcollectivelypromotingChinesechildren's bookstotheworld.

Moreover,therearecertaindeficienciesinareassuchascopyrightprotection,marketpromotion,andbrand building.Howtostrengthencopyright protectiontosafeguardthelegalrights ofChinesechildren'sbooksininternationalmarkets;howtoeffectivelypromoteChinesechildren'sbooksandenhancetheirvisibilityandinfluencein overseasmarkets;howtocreateinternationallyinfluentialchildren'sbook brandstoimprovethecompetitiveness ofChinesechildren'sbooksintheglobalmarket Theseareallissuesthat needtobeaddressedforChinesechildren'sbookstosucceedontheinternationalmarketstage. IP

dren'sBookFair,ourpublishinghouse heldamultilingualbooklaunchfor The Village Has Changed.Publishers andexpertsfrombothChinaand abroadprovidedanin-depthinterpretationofthiseco-themedpicturebook fromvariousperspectives,including thebook'spublishingpurpose,creative features,andemotionalexpression. Theeventreceivedwidespreadpraise frombothdomesticandinternational readers.

Buildingonthesuccessofthese books,PJCPpublishedtheoriginalpicturebookseries The Shining Kids this year,themedaround"Chinesesportsmanship".Theseriesselectsrepresentativesportssuchasfencing,volleyball, gymnastics,diving,football,andmarathon,usingsincereandwarmtextand delicateandvividillustrationstoportraytheresilientandstrivingspiritof contemporaryyoungpeople.During ShanghaiInternationalChildren'sBook Fairin 2024,theserieswassoldtoseveralnon-Chinese-speakingcountries, includingIndia,Vietnam,SriLanka, andMongolia.

Inthecontextoftherapiddevelopmentofnewtechnologiessuchasartificialintelligence,thepublishingindustryfacesbothopportunitiesandchallenges.Thisisalsotrueforchildren's bookpublishers.Ibelievethatoneimportantchallengefacingforchildren's bookpublishersinoverseascooperation

ishowtoleveragethesetechnologiesto enhancetheeffectivenessofinternationalcopyrightdistributionandmeetthediverseneedsofoverseasreaders. Inthefuture,PJCPwillexplorethe roleofdigitalizationinpromotingthe internationaldisseminationofchildren'sbooks.Forexample,howtoleverageoverseasprofessionalplatformsand newtechnologiessuchasartificialintelligencetoenhancethechildren'sreadingexperience;howtoutilizee-commerceplatforms,onlinelibraries,and otherdiversifiedchannelstostrengthen exchangeswithwell-knownoverseas companies;andhowtousedigitaltools toenhancetheculturalconnotations andappealofChina'sstories.

PromotetheDepthandPracticalityofInternationalCooperation

■ ByMaShanshan,VicePresidentofBeijingChildren'sPublishingHouse

Inrecentyears,BeijingChildren's PublishingHouse(hereinafterreferred toas"BCPH")hasintroducedabatchof classicpopularscienceworksand award-winningpicturebooks,whilealsosolidlypublishedanimpressivecollectionofexcellentchildren'sliterature, children'sscience,andgeneralknowledgeworks.

BCPH isdedicatedtothepublication andpromotionofoutstandingchildren'sliteratureandconsistentlystrives toproducehigh-qualityoriginalworks. The Yaya the Rat Trilogy,including bookslike Wawushan Mountain Mul berry, Lu Xun Reconsidered: Beyond the Icon,and Looking at China Along the Silk Road,hasbeensuccessfully translatedintomultiplelanguages. Amongthese, Wawushan Mountain Mulberry tellsthestoryofruralsiblingsMiTieqiaoandMiLihua,who, despitefacingadversity,workhardto studyandliveresiliently.TheEnglish

editionofthisbookhasalreadybeen successfullysignedwiththeUK-based NewClassicPress.

Additionally, BCPH continuesto deeplydevelopderivativeworksbased onexistingworksandmaintainsstrong partnershipswithcopyrightholders. Forexample,the Horrible Science serieslauncheditsChineselanguage comicbookeditionin 2024 andisexpectedtocompleteitsfullsetby 2025, atthattime,thebigfamilyofthisserieswillreach 150 volumes. The Hal and Roger Hunt serieshasalreadypublishedfoursequels. The Ferries Con temporary World Children Literature Award Book series,whichincludestitleslike Animal Expedition, Not Bad For A Bad Lad,and I Can Jump Pud dles,hasbeenrenewedtwice.Many worksinthe Starry World Curated Pic ture Books series,suchas The Scare crow and the Crow and The BookEating Monster,haveenteredtheirre-

newalperiod.

Inmyview,whenitcomestoforeigncooperationinchildren'spublishing,publishersneedtoadoptacalm mindsetandapractical,hands-onapproach,focusingonmeticulousplanningandeffectivecommunication.

Inthefuture, BCPH willtaketwoapproachestofurtherpromotethedepth andpracticalityofitsinternationalcooperationinchildren'spublishing. First,itwillstrategicallyrecommend originalhigh-qualityworkstooverseas publishinginstitutionsandagencies. Byconductingin-depthresearchinto internationalmarketdemandsand trends,understandingthereadingpreferencesandculturalbackgroundsof readersindifferentcountriesandregions, BCPH willrecommendoutstandingoriginalworksthatnotonlyreflect Chinesecharacteristicsbutalsotranscendculturalboundaries.Throughthis approach,theaimistoshowcasethe

ExpandingCopyrightOutputinMultipleApproaches

Sinceitsestablishmentin 1952,the Juvenile&Children'sPublishingHouse (hereinafterreferredtoas"JCPH")has consistentlybeenattheforefrontofchildren'sbookpublishinginChina,dedicatedtopromotinginternationalexchangesandcooperationinchildren's books.

Afterdecadesofunremittingeffort, JCPHhasachievedremarkablesuccess incopyrightoutput.AsofAugust 2024,JCPHhasexportedover 2,700 bookcopyrightsworldwide,including inHongKong,Macau,andTaiwanof China,aswellasotherregions.These booksspanliterature,history,popular science,education,andotherfields, manyofwhichhavebeentranslatedintomultiplelanguages.JCPH'scopyrightoutputhasexpandedfromitsinitialfocusonHongKong,Macau,and TaiwantoincludecountriesandregionsacrossAsia,Africa,Europe,and theAmericas.Withthesupportofthe BeltandRoadInitiative,JCPH'sbooks havesuccessfullyenteredcountries suchasMalaysia,Singapore,Thailand, Vietnam,andRussia,broadeningthe depthandscopeofculturalexchanges.

Inrecentyears,JCPHhaskeptpace withthetimes,expandingitscopyright outputformatsfromtraditionalprint bookstoincludee-books,audiobooks, stageplays,filmsandtelevisions,Apps,characterandtrademarkusage,ex-

hibitions,toys,andmorefields.This hasdiversifiedtheoutputofcultural productsandfurtherenhancedtheinternationalinfluenceandcompetitiveness ofChinesechildren'sbooks.

First,withthesupportoftheBelt andRoadInitiative,thecopyrightof originalbookshasbeensuccessfully exportedtomultiplecountries.Under theBeltandRoadInitiative,JCPHhas exportedcopyrightsfor 16 original bookstocountriesandregionssuchas Russia,theUAE,Singapore,andKazakhstan,accountingfor 64%ofthetotalprintbookcopyrightoutput.

Second,outstandingworksofchildren'sliteraturehavebeenfrequently produced,withmanycopyrightssuccessfullyexported.JCPHhasfocused onthefieldofchildren'sliterature,concentratingonexporting 11 majorworks. Theoutputofthesetranslatedversions hasenrichedtheinternationalchildren's literaturemarketandfurtherpromoted theglobalspreadofChinesechildren's literaturestories.

Third,internationalcooperationhas deepened,andtheinternationalrecognitionofChinesechildren'sliteratureand picturebookshassteadilyincreased. JCPHhasexcelledinmaintainingand deepeninginternationalcooperation, successfullyrenewingtheArabiclicensingagreementsfor The Postman of Bro Town and Heart of Drawing Fables: A

Collection of Picture Books of Chinese Ancient Fables,ensuringthatthesebelovedworkscontinuetothriveinArabic-speakingcountriesandregions, whileenhancingtheinternationalrecognitionandappealofChinesechildren's literatureandpicturebookart.

Despitetheprominenthighlights andrichachievements,JCPHstillfacessomeissuesinexternalcooperation inchildren'sbookpublishing.First,the reserveofhigh-qualityoriginalbook contentisstillinsufficient,andthereis alackofacontinuoussupplyofbook productsthatare"bothcriticallyacclaimedandcommerciallysuccessful". Second,therearestillcertaindifficultiesinexportingJCPH'sbookstodevelopedcountriesinEuropeandthe US,andthecurrentmethodsofexport arerelativelylimitedtoone,witha lackofoverseaspublishinganddistributionresources.Third,thefunding supportandcapacityforcopyrightoutputareinsufficient.Forexample,national-leveltranslationfundingsupport hasreducedfundingsupportstandards inrecentyears,makingitmoredifficulttoexportbookswithlargevolumesoftext.

Inthefuture,JCPHwilltakeapproachesfromvariousaspectstodeepenandsolidifyexternalcooperationin children'spublishing.Ourpublishing housewillfocusonglobalpublishing

uniquecharmofChinesechildren'sliteratureandchildren'sbooks,whilealso promotingculturalexchangeandintegrationbetweenChinaandothercountries,allowingChina'soriginalhighqualityworkstoshineontheinternationalstage.Second,itwillplanaseriesofcollaborativepublishingprojectsattherighttime.Basedonmutual interestsandneeds,theseprojectswill focusonresourcesharingandcomplementaryadvantagestocreateinfluentialandoutstandingpublicationswith internationalreach. BCPH willwork closelywithinternationalpublishinginstitutions,engaginginin-depthcommunicationandcollaborationacrossvariousstages,includingtopicselection, contentcreation,editing,andmarket promotion,toensurethesmoothimplementationofprojectsandthehigh-qualitypresentationofworks,thusfurther advancingpracticalandin-depthinternationalpublishingcooperation. IP

rightoutputbeyondjustprintbooks, withanincreasedfocusoninternationalpromotionofe-books,audiobooks, stageplays,filmandtelevisionproducts,Apps,andderivativeproductsand manyotherdiversifiedculturalproducts.Second,strengthentheconstructionofinternationalcooperationplatforms,deepeninginternationalcooperationandexchangethroughthejointcreationofpublishinginstitutions,participationininternationalbookfairs,and establishmentofoverseasbranches. Third,optimizeproductcontent,combininginternationalmarketdemands withthedevelopmentofchildren'spublicationswithChinesecharacteristics andinternationalperspectives. IP

CreatingPictureBooksUsingFilmLanguage

■ ByZhaoYixue

Inrecentyears,the"adorablepet"IPshavemaintained anundeniablyprominentpositioninbothdomestic andinternationalmarketsduetotheiruniquecharm andbroadaudiencebase.InAugustoflastyear,thepicture bookseries Muttropolis,co-createdbydirectorLuQiang oftheanimatedfilm Back to the Sea,creativeproducerof thedocumentaryNanjingRocker,directorandartdirector PhoenixChen,andItalianconceptualartistDanielMendo,waspublishedbyJieliPublishingHouse.Recently, oneoftheauthors,LuQiang,sharedhisthoughtsandexperiencesonpicturebookcreation,IPdevelopment,andderivativeproductcreationinaninterview.

AccordingtoLuQiang,thecreativeinspirationfor the Muttropolis seriescamefromasimpleyetsincere viewpoint:"Adogismankind'sbestfriend."Thisstatementnotonlyreflectsthedeepemotionalbondbetweendogsandhumansbutalsoembodiesthebeautifulspirittheseriesseekstoconveytobothyoungand olderreaders.Unlikeexistingdog-themedIPsonthe market,thisseriesofpicturebooksdoesnotmerely showcasethecutenessandloyaltyofdogs,butdelves deeperintotheessenceofthequestionthatwhydogs areconsideredman'sbestfriend.Byconstructingasecretworldthatoperatesaccordingtodoglogic,theseriesofpicturebookstellstheadventurestoryofaboy whoaccidentallyentersthisworld.Itpresentsreaders withanimaginativefantasyworldwhiledeeplyexploringthetruemeaningoffriendship.

LuQiangstated,"Thisismyfirsttimeasapicture

bookauthor,andithasbeenacompletelynewexperience."Hebelievesthat,whetherinpicturebooksor movies,bothofthemessentiallytellstoriesthroughvisuals.Inthefilmmakingprocess,directorshavemany storytellingtoolsattheirdisposal,suchascamera,editingandanimation,etc.Moreover,LuQiangadded,"A directorislikeaprecisemachinethatneedstocollaboratewithhundredsofartists,whichsubtlyreducesthe individualisticstyle."

Incontrasttothedirector'srole,picturebookcreationplacesgreateremphasisonvisualstorytelling andguidance.LuQiangstated,"Inthecreationofthe picturebookseries Muttropolis,wetriedtoleverage theadvantagesoffilmlanguage,combinedwithhighly dramaticlightingandcolortreatments,aswellasme-

ticulouslydesignedgraphiccompositionscenes.This wasintendedtoguidereaderstoexperienceavisual journeyakintowatchingamovieastheyturnthepages."Duetotherelativelysmallnumberofcreatorsinvolvedinpicturebookcreation,thisprocessgrantsartistsgreaterfreedomintermsofpersonalstyleandartisticexpression.LuQiangstated,"Moviesinvolvelarge teamsworkingthroughdifferentprocessestoachievea unifiedstyle,whilepicturebooksreflecttheindividual aestheticpreferencesandartisticstyleoftheartist."

Inrecentyears,manybookshavegraduallyexpandedintofilm,television,andtrendytoyproducts,and the Muttropolis IPisnoexception.LuQiangbelieves, "ThisisthestandardmodelofamaturefilmandtelevisionindustryorIPoperation:high-qualitycontentis pushedtothemarketinvariousforms,graduallybuildingtheIPtomaximizeitscommercialvalue."Regardingthereleaseofthe Muttropolis IP,hesaid,"Books arethesourceofhigh-qualitycontent.Wedeveloped thecontenttothehighstandardsoftop-tierfilms,publishingthebooksbeforethemovie'srelease,andproducingtoys,games,andchildren'sdrama,alongwith organizingvariousofflineinteractiveevents.The Muttropolis themefilmwillalsobereleasedsoonfor bothchildrenandadults,andtheseries'sequelisalreadyindevelopment.Inadditiontothemysterious dogworld,morenewworldviewswillbeintroduced, whichwillbepresentedinbothpicturebookandanimatedforms." IP

ShowcasingtheProfoundandLivelyChineseCulturetotheWorld

■ ByZhaoYixue

Inrecentyears,anincreasingnumberofpicture booksfocusingonChinesetraditionalculturehave beenreachingtheglobalstage.Chineseemerging originalpicturebookauthorWuJing,withhercreative conceptsandcolorfuldesigns,hasbuiltbridgesthatconnecttheancientandmodernworldsandfacilitatecommunicationbetweenChinaandtheworld.Herrepresentativeworks, Golden Bird, Silk Road,and Four Seasons of Blessing basedonChinesetraditionalfestivals,arenot onlypopulardomesticallybuthavealsosteppedonto theinternationalstage.Recently,WuJingwasinterviewedtogiveadeepdiscussiononhercreativejourney,sourcesofinspiration,andfuturewritingplans. AccordingtoWuJing'sintroduction,theinspiration forherpicturebookcreationsstemsfromhercuriosity andawetowardsthedeep-rootedChinesecivilization. Forexample,thecreationof Silk Road wassparkedby alecturesheattendedattheChengduMuseumabout theSouthernSilkRoad.Thislectureactedasakey,unlockingthedoortothestoryofsilk,andallowingher topresentthisancienthistoryintheformofapicture booktotheworld.Shementioned,"Fromthenon,museumshavebecomeanimportantplaceformetofind inspirationandanswersformycreations."

Throughoutherwritingprocess,WuJinghasalways workedtobreakdownthebarriersbetweentraditional cultureandthemodernworld,showcasingChina'snew imageanddevelopment.In Four Seasons of Blessing: Spring Festival,shepresentsaharmoniouscoexistence oftraditionalandcontemporaryscenes,andexplains, "Thisbookisnotaguidetofolkcustoms,butthrough adialoguebetweenthepastandthepresent,showsthe joyofChinesefestivals,allowingreaderstotrulyen-

gageandcreate."Atthesametime,shecleverlycombinestraditionalwoodblockNewYearpaintingswith popart,usingcontemporaryaestheticstorevitalizetraditionalsymbols.Shebelievesthattheseimagesare notonlyreproductionsofhistorybutalsoaninheritanceofthe"goingglobal"spirit.

ThewidespreadrecognitionofWuJing'sworksby bothdomesticandinternationalreadersandjudges, canbeattributedtohercommitmenttohercreativedirectionandinnovation.Inherpointofview,these awardsarebothencouragementandvalidation,saying, "Internationalaward'srecognitionofmyworkhas strengthenedmycreativedirection.Iwillcontinueto focusonthe'culturalcodes'embeddedinthestories, usingpicturebooksasamediumtoshowtheprofound andlivelyaspectsofChineseculturetotheworld."

WhenaskedhowtohelppeoplefromdifferentculturalbackgroundsdeeplyunderstandtraditionalChinese culture,WuJingsharedheruniqueperspective.Shebe-

lievesthatthevitalityoftraditionalcultureliesinits abilitytoresonateemotionallywithcontemporarypeople.Theserviceofarttocontentiscrucial,asvisualinnovationcanhelpreduceculturalbarriersandenhance readability.Furthermore,sheisactivelyexploringnew pathsforcross-mediacollaborationandinternational communication.HercollaborationwithMarColorto launchchildren'sclothingof Four Seasons of Blessing: Spring Festival wasavaluableattempt,tobringtraditionalcultureintopeople'sdailylivesinamorefashionableway.Tothis,WuJingcommented,"Cross-industry collaborationisnotaboutcateringtothemarketbut aboutallowingtraditionalcultureto'live'inthepresent indiverseforms."Furthermore,the Four Seasons of Blessing serieswillsoonreleaseanEnglishversion,allowingChina'sintangibleculturalheritagetobepresentedtochildrenworldwidemorediverselyandfashionably. Silk Road and Four Seasons of Blessing: Drag on Boat Festival willbeincludedinthesecondvolume oftheDevelopmentProjectofOriginalPictureBooks ofInternationalChineseCoursesforChildrenaimedat ASEANcountries,furtherexpandingthechannelsfor culturaltraditionaloutput.

Currently,WuJingisworkingdiligentlyonthenew additiontothe Four Seasons of Blessing series, Four Seasons of Blessing: Qingming,whichisscheduledto bereleasedbeforetheQingmingFestivalthisyear. Thisbookwillcontinuethe"treasurehunt"styleof reading,showcasingQingmingcustomsandregional characteristicactivities,allowingreaderstoappreciate exquisiteillustrationswhileexperiencingthecharm andvitalityoftraditionalChineseculture. IP (Photocredit:XieMinggang)

LuQiang

WuJing

ipweekly@163.comEditor XuWeiyi ArtEditor PengQingwei

ChinaShanghaiInternationalChildren'sBookFair ExpandsIts"FriendCircle"

□XuWeiyi

■DonnaChai(ChaiChengwei),GeneralManagerofRonboBolognaFiereShanghaiLtd.

TheChinaShanghaiInternational Children'sBookFair(CCBF), hostedbyRonboBolognaFiere ShanghaiLtd.withsupportfromthe BolognaFiereS.p.A.,hasbeenheldfor 11 yearssofar.Asaleadingfairfor children'sbookpublishingandchildren'scontentforages 0- 16 intheAsia &Pacificregion,CCBFnotonlygathersglobalprofessionalresourcestopromoteindustryexchangesandcopyright transactions,butalsooffersacreative andculturallyrichreadingcarnivalfor childrenandfamilies.

Aftermorethanadecadeofdevelopment,theinternationalcharacteristics andbrandinfluenceofCCBFhavebecomeincreasinglyprominent,establishingitasakeyplatformthatdrawsattentionandrecognitionfromChina'schildren'sbookpublishingindustry.In 2024,CCBFhosted 497 international anddomesticexhibitorsfrom 32 countriesandregions,coveringanexhibition areaof 25,000 squaremeters.Over 20, 000 newchildren'sbooksfrombothdomesticandinternationalpublishers

□CanyouintroducethedevelopmentoftheChinaShanghaiInternationalChildren'sBookFair (CCBF)sinceitsinception?What arethehighlightsandchangesafterpartneringwiththeBologna Children'sBookFair(BCBF)in 2018?

■ WhentalkingaboutthedevelopmenthistoryofCCBF,Ithinkit'slikea growthstorythathasevolvedfrom"localexploration"toan"international stage".Initially,wefocusedmainlyon domesticoriginalchildren'sbooks,aimingtoopenawindowforChina'sexcellentstories.Today,CCBFhasgrownintothemostinfluentialchildren'sbook eventintheAsia&Pacificregion. SinceestablishingastrategicpartnershipwiththeBolognaChildren'sBook Fair(BCBF)in 2018,thescopeof CCBFhastrulyexpanded.Ihavesummarizedthreemajorhighlights: First,acceleratedinternationaliza-

wereondisplay,withmorethan 350 professionalexchangeandreadingpromotioneventsheldduringtheexhibition. Internationalpublishershavehighly praisedCCBF.KarinePansa,former PresidentoftheInternationalPublishersAssociation(IPA),attendedCCBF forthefirsttimein 2024.Shesaid, "OneofthehighlightsoftheShanghai InternationalChildren'sBookFairis therightsarea,whichservesasa bridgeforcopyrightexchangesbetweendifferentmarkets.Thisisnotonlyanimportantplatformforfostering connectionsandpromotingcooperationsbutalsoprovidesmoreexcellent storieswiththeopportunitytoreach readersworldwide."KarinePansabelievesthatoutstandingchildren'sbook fairsbringtogethernumerousinternationalpublishersandshowcasediversityandrichness,notonlyinChina,but alsoglobally.

AhnHye-jin,AssociateDirectorof thePublicationIndustryPromotion AgencyofKorea,sharedthatin 2024, theyintroducedKoreanbooksthrough

tion.Themostintuitivechangeisthe increaseinoverseasexhibitors.In 2017,CCBFhadonly 66 overseasexhibitors,butin 2018,thisnumberdoubledto 132 exhibitorsfrom 25 countriesandregions.By 2024,thenumber ofinternationalexhibitorsfurthergrew to 180,covering 32 countriesandregions,indicatinganincreasinglevelof globalization.

Inadditiontothegrowthofexhibitors,ourinternationalguestlineuphas alsoexpanded.From 2018 to 2024, CCBFwelcomedmanyprominentinternationalillustratorsandauthors,includingAmericanChineseillustrator andauthorEdYoung,whohaswonthe CaldecottMedalthreetimes;ThewinneroftheHansChristianAndersen AwardforAuthor,EikoKadono,the winnersoftheHansChristianAndersenAwardforIllustration,LisbethZwergerandSuzyLee,aswellasthe CaldecottMedalwinnerDavidShan-

ajointexhibitionboothatCCBF, showcasingtheoutstandingworksof 10 Koreanpublishersinthebooth. Thebookfairwasexceptionallylively, withvariousaudiences,publishers, andillustratorsshowingkeeninterest inKoreanbooks.Ahnexpressedhope forcontinuedexchangesthrough booksinthefuture.

Paul,ProjectManagerofNuiNui PublishingHouseinItaly,wasverysatisfiedwithhisfirstvisittoCCBFin 2024.Hesaid,"wenotonlymetexcellentpartnersbutalsoestablishedmany newconnectionsandreceivedmany surprises.Initially,weexpectedtoonly communicatewithChinesepublishers, buttheactualexperiencefarexceeded ourexpectations.Particularlynoteworthywastheorganizationoftheexhibition,allofwhichwasorderlyandnearlyperfect."

DonnaChai,GeneralManagerof RonboBolognaFiereShanghaiLtd., statedthatcurrently,theglobalgeopoliticalsituationisquitecomplex,and publishersshoulduseculturalmeans,

non,andthedualwinnersoftheCaldecottGoldandSilverMedals,JonKlassen,amongothers.

Furthermore,theinfluenceofthe GoldenPinwheelYoungIllustrators Competitioncontinuestogrow.In 2017,fewerthan 30 countriesandregionsparticipated,butby 2024,this numberincreasedto 72.Thisnotonly demonstratesthegrowinginternational recognitionofthecompetitionbutalso highlightsCCBF'sactiveroleinnurturingcreativetalentsglobally.

suchaschildren'sliterature,toconnect withoneanother.Everyyearduring CCBF,manyprofessionalseminars,forums,andlecturesonindustrytrends, challenges,andhottopicsareheld.We hopethatthechildren'sbookfairplatformcanoffermoreopportunitiesfor cross-industrycollaboration.Moreover, CCBFcontinuestoattractmorecrosssectorexhibitors,allowingparticipants toengagewithbusinessesfromother fields,providingmoreopportunitiesfor cross-industrycollaborationforchildren'sbookpublishers,facilitatingnew businessexpansion,andcontributingto thepositivedevelopmentofchildren's bookpublishing.

Second,contentupgradedtoahigherstandard.Wehaveintroducedinternationalcuratorialexperienceandrich globalresourcestocreatethe"Children Plus"themedprojects.Everyyear,we selectoutstandinginternationalworks aroundanewtheme,andthroughexhibitions,lectures,seminars,andotherdiverseformats,weencouragetheindustrytore-examinethepotentialandvalueofthisfieldfromdifferentperspectives.

Lookingbackatthepastfewyears' themes,eachonehascloselyaligned withindustrytrends.In 2019,wefocusedon"Art,ArchitectureandDesign",exploringhowaestheticsareintegratedintochildren'sbooks.In 2020, wefocusedon"ToddlersFirstBook", exploringtheenlightenmentvalueof earlychildhoodreading.In 2022,we exploredthetheme"BooksandSeeds", thinkingabouthowchildren'sbooks conveyconceptsofenvironmentand life.In 2023,welaunchedthe"NonfictionPicturebooks"theme,bringing high-qualityknowledge-basedchildren'sbooksintothesightofmorereaders.In 2024,ourthemeis"FashionThemedPictureBooks",exploringthe cross-disciplinarypotentialbetween children'sbooksandfashionart. Third,afullyintegratedecosystem. Inthepast,peopleviewedchildren's bookfairssimplyasaplaceforrights trading,butnowCCBFhasconnected fivecoreareasincludingcopyrighttrading,channeldistribution,contentcreation,derivativeservices,andreading promotion,trulylinkingtheupstream anddownstreamoftheindustrychain. Forexample,atthe 2024 fair,on-site booksalesfixedpricevalueexceeded RMB 20 millionyuan,andover 1,200 copyrighttransactionsreachedintentions.Thecommercialvalueandinfluenceofthefairareconstantlygrowing.

16 PERSPECTIVES

Atthesametime,weareexploring morepossibilities.CCBFnotonlyfocuseonchildren'sbookpublishing butalsoexpandintorelatedindustries suchasdigitalcontent,IPlicensing, children'seducationandtraining,and children'slifestyle.Wehopetobuild a"Children'sBookPublishing+"platformtoinvolvemoreindustriesand jointlypromotethedevelopmentof thechildren'sculturalindustry.

Fortheillustratorcommunity,we havespeciallycreatedeventslikethe GoldenPinwheelYoungIllustrators Competition,theIllustratorsSurvival Corner,andtheIllustratorsAvenue. Manyyoungcreatorshavefoundopportunitiestoshowcasetheirwork throughtheseplatforms,somehavesecuredpublishingpartnerships,andothershavebeendiscoveredbycommercialbrands.Thisisexactlywhatwe aimtoachieve togiveoutstanding creativetalentsvisibilityandmoredevelopmentspace.

Ofcourse,CCBFisnotonlyanindustryeventbutalsoareadingcarnivalforchildrenandparents.During thefair,wewillorganizeavarietyof activitiessuchasbookrecommendationsandreadingpromotions,author meet-and-greets,interactiveexperiences,exhibitionsandshowcases,and stageperformances,allowingeveryonetoexperiencethejoyofreading upclose.Moreover,thisreadingpromotionisnotlimitedtothefairsite; throughour"ConnectingtheCity"activities,webringtheatmosphereof readingtocitiesnationwide.Last year,morethan 70 readingspacesand children'slifestylevenuesparticipated,allowingmorechildrentodevelop aloveforreadingintheirdailylives.

□ Inordertoleverageitsrolein connectingChineseandoverseas publishing,whatmeasuresandapproachesdoestheShanghaiInternationalChildren'sBookFairadopt tofacilitateconnectionsandcommunicationbetweenoverseaspublishersandChinesepublishinginstitutions?

■ Actually,toenablemeaningful communication"dialogues"between Chineseandforeignpublishers,simplycreatingaplatformisnotenough; twokeychallengesneedtobeaddressed:precisematchmakingand deepcollaboration.

Intermsofexhibitiondesign,we haveputconsiderableeffortintocreatingfeaturedzones,includingthe"BOPBolognaPrizeLounge",the"Strega PrizeLounge",the"AsiaPacificNew EntryLounge",the"BeltandRoad Lounge",andthe"RightsCentre". Thesezonesgatherinternationaloutstandingchildren'sbookpublishingresources.Atthesametime,wehaveestablishedanefficientcommunication platformthatcombinesanonlinebusi-

nessmatchmakingsystemandoffline meetingstopromotethetwo-waycirculationofrightsbetweenChinaand foreigncountries.Inrecentyears,an increasingnumberofChineseoriginal children'sbookshavesuccessfullyenteredoverseasmarketsthroughthe CCBFplatform,andChinesepublishinginstitutionscanintroducehighqualityinternationalchildren'sbooks moreconveniently,thuspromoting globalcollaborationinthechildren's bookindustry.

Additionally,in 2024,welaunched asignificantaction partneringwith theChildren'sReadingMaterials WorkingCommitteeofthePublishers AssociationofChinaandtheChinese BoardonBooksforYoungPeople (CBBY)tolaunchtheannualbranded event,the"InternationalChildren's BookPublishersDialogueForum". Thiseventbroughttogetherprominent industryfigures,includingthethenPresidentoftheInternationalPublishersAssociation(IPA),KarinePansa, andtheExecutiveDirectorofIBBY, CarolinaBallester,aswellaspublishersfromaroundtheworld,tocontributetoglobalchildren'spublishingand thepromotionofchildren'sreading. Inthefuture,thisprojectwillcontinuetodeepenandaimstobecomethe "IBBYWorldCongress"inShanghai, furthersolidifyingtheCCBF'score positionininternationalchildren's bookpublishingexchanges.

□ Howdoyouviewthecurrent developmentstatusandtrendsin theinternationalchildren'sbook publishingindustry?Whichsectors andcategoriesareshowinggrowth orpotentialforthefuture?

■ Ibelievethecurrentchildren's bookmarketislikeapolyhedron, witheachsidereflectingnewopportunities:diversification,digitization,and globalizationarealladvancingsimultaneously.

Intermsofcontent,Children'sbooks thatfocusondiversity,inclusion,and socialissuesareincreasinglyfavored byreaders.Internationalpublishersare alsocontinuouslyexploringlocalizationadaptationstobettermeetthedemandsofdifferentmarkets.

Intermsoftechnology,artificialintelligenceisnolongera"gimmick", butistrulyinfiltratingeveryaspectof publishing.Digitalpublishing,interactivereading,andtheaudiobookmarketareallexperiencingrapidgrowth.

Intermsofgrowthtrack,Iseethree maindirections.ThedemandfornonfictionandSTEMeducationalbooks continuestorise,especiallythosecoveringtopicslikeAI,programming, andsustainabledevelopment;children'sbooksfocusedonenvironmentalprotectionandsustainabilityarebecominganewhotspot;comicsand graphicnovelsaregrowingrapidlyin

theyouthmarket,withstrongdemand ininternationalmarkets.

Overall,theinternationalchildren's bookmarketisdevelopinginamore open,technological,andintegrateddirection.ThecooperationmodelsbetweenChineseandforeignchildren's bookpublishinginstitutionsarealso continuouslyinnovating,movingfrom copyrighttradingtodeeperstrategic cooperation,suchasjointplanning,simultaneouspublishing,andthefullindustrychaindevelopmentofIP.

□ Whatareaswillyoufocuson atthe 2025 BolognaChildren's BookFair?Inthefuture,whatdeepenedcooperationwilltheShanghai Children'sBookFairmakewiththe BolognaChildren'sBookFair?

■ Thisyear,wearebringingthree "taskpackages"totheBolognaChildren'sBookFair.

First,wewillfocusoninnovative trendsintheAsianmarket.Weplan toexaminethematureexperiencesof countrieslikeJapanandSouthKorea inIPdevelopmentandexplorehowto integratethesesuccessfulexperiences totheCCBFplatform.

Second,wewillpromotetheinternationalizationofChineseoriginal children'sbooks.Thisisalwaysour coreagenda.Weplantofurtherexpandoverseascopyrightexportchannelsandenhanceinternationalpublishers'understandingandrecognitionof theChinesechildren'sbookmarket.

Third,wewillfocusonemerging publishingtechnologies.Withthetechnologicalinnovationinthepublishing industry,wewillprioritizeexamining thedevelopmentofAIapplications,interactivechildren'sbooks,cross-media storytelling,andothernewpublishing technologies.

Additionally,wewillcloselyexaminetheBCBFTV/FilmRightsCentre andthenewlylaunchedGamesBusinessCentre,whichwasintroducedin collaborationwiththeFrankfurtBook Fairthisyear,toexplorewhether thesemodelsaresuitableforimplementationattheCCBF.

Inthefuture,theCCBFandtheBolognaChildren'sBookFair(BCBF) willcooperatemore"multi-dimensionally".Inadditiontojointcuratingexhibition,wealsoplantolaunchmore initiativesfortheinternationalpromotionofpublishers,illustrators,andcreativetalents,andestablishacloserinternationalpublishingresource-shar-

ingmechanism,jointlypromotingthe deepintegrationoftheglobalchildren'sbookpublishingindustry.

□ Whathighlightsandinnovationscanweexpectatthe 2025 ShanghaiInternationalChildren's BookFair?Forfuture,whatare theplansfortheShanghaiChildren'sBookFairinfacilitatingexchangeandcommunicationbetweenChineseandinternational publications?

■ Lookingaheadto 2025,the CCBFwillundergoacomprehensive upgradecenteredaroundthreekey themes:"precision","cross-industryintegration"and"globalization",presentingaseriesofnewhighlightsandinnovations.

First,internationalpublisherexchangeandcommunication.Wewill restartandupgradetheShanghaiVisitingInternationalPublishersproject (SHVIP).Wewillcontinuetohostthe "InternationalChildren'sBookPublishersDialogueForum"and"InternationalPublishingandEditingWorkshop", invitingmoreglobalpublishingdecision-makerstoparticipateinforums andbusinessactivities,deepeningcommunicationandcollaborationamong children'sbookpublishersworldwide.

Second,exhibitionareaoptimizationandupgrade.Basedonthecurrentstructure,theCCBFwilladdnew specializedzones,includingan"EducationZone","ArtificialIntelligence andIPZone","BookstoreZone",and "CollectiveZone",tomoreprecisely meetthediverseneedsofthechildren'sbookindustryandprovide moretargetedexhibitionandcommunicationplatformsforallparticipants.

Third,innovativethematiccuration forexhibitions.Weareexploringnew modelssuchasa"ComicsandGraphicNovels"specialexhibition,focusingonthelatestglobaltrendsinchildren'sbookcreativityandpublishing, offeringtheindustryforward-looking contentinsights.

Inthefuture,theCCBFwillcontinuetoplayitsroleasabridgeintheinternationalchildren'sbookpublishing field,becommittedtobuildinganefficientglobalplatformforpublishercollaboration,notonlyhelpingChinese children'sbooks"goglobal"butalso promotingthebetterentryofoutstandinginternationalchildren'sbooksinto theChinesemarket,thusinjecting newvitalityintotheentireindustry. IP

InternationalPublishers

DiscusstheDevelopmentoftheChildren'sBookMarket

■XuWeiyi

Aschildren'sbookpublishingbecomesincreasinglydiversified,internationalpublishinginstitutionsareplacinggreateremphasisonthe creativetransformationofculture,leveragingnewtechnologiestoinnovatecopyrightoutputformats,gainingdeeperinsightsintolocal conditionsinoverseasmarkets,andenhancingface-to-facedialogueswithinternationalpeers.

LeveragingAITechnologyto CultivateChildren'sReading

DingRui,ManagingDirector ofOxfordUniversityPress(China),believesthatChinesepublishinginstitutionshavesignificantly improvedthequalityoftheir booksinrecentyears.Theinflux ofmany"newplayers"has broughtvitalitytochildren'sbookpublishing."Many publishers'booksarebeautifullydesigned.Additionally,theyhaveimpressedmebyinnovatingthewaybook contentispresentedusingnewtechnologiesandfor-

Overthepastseveralyears,OxfordUniversityPress (hereafter"Oxford")hassuccessfullyachieveddigital transformationinChina,recruitedtalentfromdiverse fields,andestablishedpartnershipswithleadingdomesticinternettechnologyproviders.ThishasallowedOxford'shigh-qualitycontenttobettermeettheneedsof Chineselearners.

Inrecentyears,Oxfordhasbeenfocusingondevelopingthe Oxford Talks seriesinChina,whichaimsto stimulatelearners'interestinreadingandlearning throughafunandeducationalapproach,whilealsocultivatingessentialfutureskillsforyoungreaders.This seriesnotonlyshowcasesOxford'sdeepexpertiseinthe fieldoflearningbutalsoreflectsitsforward-thinking approachtochildren'sreading.

DingRuiexplainedthat,intheeraofAI,cultivating children'sreadingskillsincludesnotonlytraditional readingcomprehensionandvocabularyacquisition,but alsothedevelopmentofdialecticalthinking,creative thinking,andemotionalexpression."Reading"isnot justlimitedtobooksorwords;italsoencompasses"experience" thereadingexperienceformshouldnotbe confinedtoprintbooks,butalsoincludemultimedia digitalformats,bridging"seeing","hearing",and "speaking",creatinganimmersivereadingexperience.

DingRuibelievesthatdigitaltransformationandthe arrivaloftheAIerapresentopportunitiesforpublishers,asitnotonlyincreasesbookpublishingspeedbut alsoenrichesthewaysinwhichreadersreceivecontent.

"Now,withthe'OxfordTalks'educationsystem,AI technologyallowsustoserveusersinmorescenarios. Forexample,AIcanmimicthevoiceofparentstotell childrenbedtimestoriesorprovidemulti-scenarioreadingsupportthroughstorymachines."

FindingLong-TermPartnersatChildren'sBookFairs

KiranGautam,PresidentofNepalContemporaryPublishing Company,hopestoconnectwith morelike-mindedpublishersand institutionsthroughattendinginternationalbookfairs."Idon't wanttojustmakeeconomiclayer dealsorengageinsuperficialcooperationwithotherpublishinginstitutions.Instead,I hopetofindlike-mindedpartnerswithwhomwecan explorenewwaystopromotehigh-qualitystoriestothe

worldthroughaseriesofpublishingprojectsandjoint translations."

Inthepastfewyears,KiranGautamhasplayedasignificantroleinthetranslation,publishing,anddistributionofover 300 books,helpingbuildaliterarybridge betweenChinaandNepal,whichheisveryproudof. Hesaid,"Mymissionhasalwaysbeenclear toshowcasethecharmofmulticulturalismthroughwords,andI willcontinuetostaypassionateinthisprocess,collaboratingwithChinesepublisherstoco-createawonderful vision."

Formanyyears,KiranGautamhasbeencommitted toChina-Nepalculturalexchange.Herunsasmallbut beautiful"BeltandRoad"bookstoreinthecenterof KathmanduandhasbeeninvolvedinwritingChineseNepalipicturebooksandtranslatingclassicChinese workssuchas I Love Mama, I Love Papa.Hehasalwaysadheredtoacommitmenttoqualityandauthenticity.

Hehasestablishedcollaborativerelationshipswith manyauthors,illustrators,andpublishingcolleagues, withhisworkfootprintsspanningChina,India,Europe, andotherregions.Hehasalsoco-foundedthe"Beltand Road"PublishersClubwithZhangMingzhou,ChairmanoftheLifeTreeCulturalPromotionCenterandformerHeadoftheInternationalBoardonBooksfor YoungPeople(IBBY).Theaimoftheclubistobuild anefficientandpragmaticcommunicationplatformto promotedeepcooperationamongthepublishingcommunitiesof"BeltandRoad"countries.

"Whetheritshonororthenumberofbookspublished,thesearenotmygoals",KiranGautamsaid.He hopedthatthroughcooperation,wecandeepentheconnectionbetweenthepublishingindustriesofChinaand Nepal,andenhancetheculturalinfluenceofbothsides.

LookingForwardtoBringing GoodChineseBookstoCanada

SimondeJocas,Presidentof Les 400 CoupsinCanada,visited Chinaforthefirsttimein 2024 to attendtheShanghaiInternational Children'sBookFair.Hesaid,"I havemetandexchangedideas withmanyChinesepublishers whohavepurchasedtherightstoourbooks.Thisisan exploratoryjourney,andifIhavetheopportunityto findasuitablebook,bringitbacktoCanada,andtranslateitintoFrench,itwouldbeanunforgettableexperience."

Les 400 CoupsisoneofCanada'sleadingchildren's bookpublishers,knownforits"boldness"and"innovation".SimondeJocasservedasateacherfor 11 years andhasauniqueunderstandingofchildren'seducation. Afterward,heworkedforseveraleducationalpublishersandacquiredLes 400 Coupsin 2013.Additionally, hehasservedasajudgeforinternationalillustration awardsandwillstarthistermasanexecutivecommitteememberoftheInternationalPublishersAssociation (IPA)inJanuary 2025

Whendiscussingchildren'sreading,SimondeJocas notedthatchildren'sreadinginterestsarediverse,mak-

ingithardtodetermineexactlywhatbookstheylike. However,manyCanadianpublishersarededicatedto publishingbooksonChinesethemestohelpCanadian childrenunderstandChinesecultureandhistoricalstories."Wecanpublishbooksthatsimplymakethem smile,aswellasbooksthatintroducethemtobothcultures,encouragingthemtothinkmoredeeplyaboutthe world."

SimondeJocasalsobelievesthatchildren'sbook publishershaveagreatsocialresponsibilitywhenpublishingbooksforchildren.Issuessuchastheenvironment,peace,justice,andsafeguardingtherightsofminoritiesarecommonchallengesfacedbysocietytoday, andpublisherscanusebookstoinspirechildreninthese areas."Moreandmorepublishersarealsoofferingentertainment-basedbooks,focusingontheenjoymentof thestorytomakechildrenlaugh.Sometimes,ajoyful storycanbrightenachild'sday."

BrightProspectsforCollaborationintheJuvenileLiteratureMarket Italy'sEdizioniEL,apublisher withnearly 40 yearsofhistory, haspublishedoverathousand children'sbookssofar.

GaiaStock,HeadofEdizioni EL,statedthat,currently,EdizioniELhasestablishedpartnershipswithmorethan 20 Chinesepublishers,andshe willselectvarioustypesofbooksfromthepublisher's catalogtointroducetoyoungChinesereaders."For manyyears,throughdirectorindirectcollaborations, wehavepublishedaseriesofoutstandingItalianchildren'sbooksinChina,includingworksbyoneofour mostfamouschildren'sauthors,GianniRodari,aswell asworksbydozensofcontemporaryItalianchildren's writers,mostofwhichhavealreadybeenpublishedin China."

GaiaStockintroducedthat,inrecentyears,therehas beenasignificantincreaseinthedemandforchildren's picturebooksandearlychildhoodbooksamongItalian readers.GaiaStockbelievesthatChinahasalargenumberoftalentedauthorsandillustratorswhohavecreated numerousengagingstoriesthatbringjoytoyoungreaders,whiletheseworksarealsohighlyeducational.She hopestohavetheopportunitytointroducethesebooks toItalianreaders.Additionally,shementionedthat,at present,thedemandforItalianyouthliteratureisalso steadilyincreasing."However,forus,beforeexpanding intothisfield,weneedtospendmoretimeconducting research.Thisisalsothedirectionofourefforts."

GaiaStockalsobelievesthattheCOVID- 19 epidemicanditssubsequenteffectshavebroughtbothopportunitiesandchallengestointernationalchildren'sbook publishing."Fromapersonalperspective,ontheone hand,globalpicturebooksareinaperiodofprosperity, butontheotherhand,juvenileliteraturefacesasignificantchallengeinattractingthenewgenerationofreaders,notjustinItaly,butglobally.However,thejuvenile literaturemarketalsohassomebrightspots,suchasour growinginterestinfantasyliteratureandromanceliterature." IP

DingRui

KiranGautam

SimondeJocas

GaiaStock

NoteworthyChineseChildren'sLiteratureWriters

Intoday'sworld,whereglobalnarrativesareintertwined,Chinesechildren'sliteratureisshowcasingitsuniquecharmwithvigorouscreativity.In recentyears,anumberofoutstandingcreatorshaveemergedwithintheChinesechildren'sbookcommunity.Theyhavemadesignificant achievementsinthefieldofchildren'sliterature,drivingthedevelopmentandinnovationofChinesechildren'sbooks.Thesecreatorsfocuson variousaspectsofchildren'sliterature,respondingtoglobalissuessharedbyyoungpeoplewithsincerestories.Theirvibrantvoicesarenotonly contemporaryannotationsofChina'sculturalheritagebutalsoanindispensablepieceoftheglobalchildren'sliteraturepuzzle.

XueTao

Bornin 1971 inChangtu County,LiaoningProvince, XueTao'srepresentativeworks include The Girl Flying with the ndelion, September Is Fron,and The Lonely Major,etc. Hehaswonseveraldomestic andinternationalawards,includingtheWenjinBookAward,theRussianImageofthe BookAward,andIran'sFlyingTurtleAward.Manyof hisworkshavebeentranslatedintolanguagessuchas Japanese,Korean,English,andFrenchandpublished overseas.

Since 1995,XueTaohasfocusedonchildren'sliterature,publishingnumerousshortandmedium-formchildren'snovels,suchas The Empty Redwood Box and The Writer and the Thief.Hesaid:Mycreationsarealwaysbasedonthememoriesofmyhometown.These elementsareacertainatmospherethatfillstheskyof myhometown,andmoreimportantly,theyarethespecificqualitiesnurturedbythelandofmyhometown.In hisworks,thereisalwaysanenduringshadowofhis hometown.Asawandererofhishomeland,healsodevoteshisheartandsoultogivingbacktohishometown throughhiscreations.

InDecemberlastyear,XueTaoandLuBai's The Half Tree Stump waspublishedbyZhejiangJuvenile andChildren'sPublishingHouse.XueTaocreatedthis workbasedonhisreal-lifeexperienceoffollowinghis fatherintothemountainstochopfirewoodasachild duringwinter.Thebook,toldfromachild'sperspective, usesastoryfullofmeaningandillustrationsbrimming withchildlikefuntonarrateathought-provokingfathersonfirewood-choppingjourney.Inhiscreativehandwritingnotes,hewrote:"Inthestory,thefather'sactof leavingbehindhalftreestumpisagestureofnoblesentiment.Fromthisaction,wecanalsoreadsimplewisdom,thekindnessofembracinglife,andthecompassionforalllivingthings."

SunRui

explorationthroughanentertainingandeducationalapproach.Hehasparticipatedinvarioussciencelectures andreadingclubsatschools,focusingonfieldssuchas aerospace,culturalrelics,andreading.

DuringtheCairoInternationalBookFair 2024 in Egypt,SunRui'swork No 9 Knight Street: The Secret Code Battle (Arabicversion)wonthe"BestChildren's LiteratureTranslationAward"fromtheEgyptianPublishersAssociationandtheEgyptianMinistryofCulture. SunRuiexpressedthatwhilechildrenfromdifferentculturalbackgroundsmayviewtheworlddifferently,their valuesaregenerallysimilar courage,kindness,tolerance,perseverance,solvingproblemswithwisdom,and believingthatonecanchangetheworldthroughtheir ownefforts thesethingshaveneverchanged.

LiuHao LiuHaoisanillustratorand picturebookauthor.Heoncegot furtherstudyattheCentralAcademyofFineArts,theChinese AcademyofOilPainting,and theChineseNationalAcademy ofArt.Hisworkshavebeenselectedforthe 15thAnniversary ofMacao'sReturntoChinaArtExhibition,andseveral ofhisoilpaintingshavebeencollectedbyartenthusiasts andinstitutionsinChinaandabroad.Hispicturebooks, including The GrasslandWrestler, Camille withthe Parasol, Sunflowers Chasing Light, The Giant Stone,and The Jungle WonderfulDream,haveallbeenpublishedsimultaneouslyinEurope.

withatotalwordcountofoveronemillion.Duringuniversity,hecreatedareadinglistforhimself,coveringliterature,philosophy,economics,clinicalmedicine, plants,andanimals.

Hiswritingstyleisunique,withfreshandbeautiful language,anditpossesseshighliteraryandartisticvalue.Hisrepresentativeworksincludethenovels The Lyrebirds, Three Wishes of the Yellow Oriole, thefairytale collection The Little Jujube Tree and Grandpa,andthe popularsciencepicturebookseries The Autumn of the Little Du Pear and The White Flower Tree and the Pink Flower Tree.Amongthese, The Lyrebirds becameoneof themosthighlyregardedandpopularlong-formfairy talesinChinain 2013,tellingthestoryofabeautifulpair oflyrebirdsseparatedbyhumans,withonebird(Qin Ming)overcomingmanyobstaclestofinditscompanion (SongXiao).

TongYan'screationshavenotonlycontributedmany excellentpaper-basedworkstothepublishingindustry buthavealsoprovidedbeautifulandrichmaterialforthe filmandtelevisionindustry.Hesaid:"Readingcanexpandaperson'sknowledge,broadentheirhorizons,and improvetheircultivation.Italsocultivatescharacterand isbeneficialforenhancingone'sabilitytoanalyzeand solveproblems."

SunRuiisarenownedchildren'sliteraturewriterand screenwriter.Hehasservedas theexecutivechiefeditorofliterarymagazinesandhashadasignificantinfluenceinthefieldof children'sliteraturethroughhis extensivecreativeandeducationalactivities.Hisworksincludetheoriginallonghe Youth Space Agency, No 9 Knight Street,and The Adventures of the Golden Beetle Hehasalsocontributedtothescriptsofanimatedseries suchas New Big Head Son and Little Head Dad, Cotton Candy and Cloud Mom, The Daily Life of ViViCat,and PetHotel

Hehasbeentheleadinstructorforspacescienceand wildernesssurvivalsummercamps.Hisworksnotonly enrichthethemesofchildren'sliteraturebutalsospark children'sinterestinreadingandtheirspiritofscientific

In 2019,LiuHaobeganhispicturebookcreationjourney.Hecreatedtheartenlightenmentpicturebook Camille with the Parasol,whichisaninterpretationofthe lovestorybetweenMonetandhiswifeCamille.Hesaid thatheparticularlylikedMonet'sworks,suchas Water Lilies, Impression, Sunrise, and View of Argenteuil,but thepaintingthatmovedLiuHaothemostwas Woman with a Parasol,inwhichMonetdepictshiswifeandchild standingonagrassslope,seeminglywaitingforthereturnofherhusband."ThemomentIsawthispainting,I wasdeeplyattractedbyit.Itwaswarm."

LiuHaobelievesthatasacreator,aworkmustoriginatefromone'sownfeelings.Onlywhatdeeplymoves oneselforwhatonelovescanbecometheinspirationand drivingforceforcreation.LiuHaoconsistentlyusesreal storiestointerpretgreatworks,hopingtoofferchildrena differentperspectiveontheseartisticworksandartists.

TongYan

Bornin 1980sinHebei,Tong Yanhaslovedliteraturesince childhood.Fromthetimehepublishedhisfirstarticlein Youth imes attheageof 10,hehas publishedoverathousand works,includingfairytales,novels,essays,andfables,invarious

mainstreamChineseliteraryjournals.Hehasconsistentlykeptadiarysincechildhood,fillingover 20 volumes,

WangLuqi

Bornin 1990,WangLuqi's representativeworksinclude d Horseback Figure, Give Sun,and Fourteen is Beau.Earlyinherwritingcareer, shesetagoalforherself:tocompleteatrilogybeforetheageof 35,withthemesfocusingonminorsexualabuse,schoolviolence,andchildtrafficking. Writingrealisticthemes,especiallythosewithsensitivesubjects,isnoteasy.Afterfinishing Fourteen is Beautiful,manypublishersavoideditactively,and friendsexpressedtheirconfusion,saying,"Whyareyou writingsuchsensitivethings?"Oneeditorevenscolded her,sayingshewouldneverallowherdaughtertoread suchbooks.Evenfindingsomeonewillingtowritea forewordwasdifficult.

YetWangLuqipersistedinwriting."Somenewsor storiesstaywithyouafterseeingandyoujustcan'tletgo, "shesaid.Shewantedtowritethesestorieswhileshe wasstillyoung,stillsharpenoughtopickupapenlikea knife,towriteabouttheseissues,eveniftheymightnot winawardsorbecomebestsellers.

Inadditiontoworksreflectingreal-worldissues,she hascreatedmanychildren'snovelsinspiredbyrealworldChinesenationalathletes,suchas The Light-Chasing Youth,worksrelatedtocoloredpotterylikeArmed HorsebackFigure,themeofDunhuangin The Painted Dunhuang,andthemeofKunquoperain The Young Man in the Brocade Robe.Behindthesecreationsareextensivefieldresearch,interviewswithpeople,andthe collectionofrelevantmaterials,whichisWangLuqi's preferredmethodandpathforcreation.

TangSulan

Bornin 1965 inNingxiang City,HunanProvince,herrepresentativeworksinclude Story of the Stupid Wolf, The Spirits in the Loft, A Red Shoe,etc.The Tang Sulan Picture Book Series hasbeenlicountriesandregions,includingAustralia,theUK,andSingapore.Long-formworkslike Story of the Stupid Wolf, A Lian,and The Secret of Sweet Strawberries havebeentranslatedintoEnglish, Korean,Sinhalese,andNepaliandpublishedabroad.

TangSulandrawsinspirationfromtraditionalcultureandfolkstories,capturingtheessenceofhumanityinherchildhoodruralmemoriesandcurrenturban life.Shenavigatesacrossvariousrealmgardensof children'sliterature,includingfairytales,picture books,novels,anddramas.Shehassaid:"Writing, forme,isarecordofmylifeandamanifestationof mycreativedesire."Asauniversityteacher,she teachesherselfwhileteachingothers.Shelovesthe roleofateacher,whichallowshertoconstantlyabsorbnewknowledgeandstayconnectedwithyoung, vibrantminds.Shestates:"AlthoughIhavemany roles,readingandwritinghavealwaysbeenthecore ofmylife."

LastApril,TangSulan's The Silk Embroidered Tiger Boy waspublishedbyHunanJuvenile&Children'sPublishingHouse.Thisbookisachildren's novelthatusesthenational-levelintangiblecultural heritage"HunanEmbroidery"asitstheme.Ittellsthe intertwinedstoryofadisabledboy,Ziyi'sgrowthjourneyandtheinheritanceandinnovationofHunanEmbroiderytechniques,connectingthetracksofdestiniesofseveralgenerationsofHunanEmbroidery practitioners.Whendiscussingtheinspirationforthe book,shesaid,"Once,ItookmystudentstoGuizhou foranartisticexplorationtrip,andthreeboyswho weremakingbatiksparkedmythoughts.Couldthere beboysinvolvedinsuchadelicatecraftasHunan Embroideryaswell?Duringmylaterresearch,I foundJiangTongwan,aHunanEmbroideryinheritor withauniquepersonalgrowthexperience."

BeiMao

Bornin 1982 inHarbin,HeilongjiangProvince,hisrepresentativeworkis Mi Xiao Quan School Experience, whichhasbeenlovedbya widereadership,withsalesexceeding tenmillioncopies.

BeiMaohasbeenpassionateaboutliteraturesincechildhood.Hebeganreadingnovelsattheageof 3 andstartedwritinghisnovelsattheageof 13.Hiscreativeinspirationcomes fromhisobservationsandexperiencesinlife.While workinginBeijing,hehappenedtoreadadiarywrittenbyanelementaryschoolstudent,whichsparked theinspirationforhiswork Mi Xiao Quan School Experience.Reflectingonthecreativeprocess,he said,"Thefirstbookisthehardesttowritebecause theideasandstylerequiredeepthought.ButonceI wrotethefirstword,thefollowingwordsflowedeasily."Inhisview,characterdevelopmentiscrucialin storytelling.Ifthecharactersresonatewithchildren, theworkisalreadyhalfwaytosuccess.Asforthe manyreaderswhohavecommentedthatthestoryhas

astrongvisualsense,BeiMaobelievesitmightberelatedtohislongexperienceinwritinganimation scripts,whichnaturallybringsacinematicfeeltohis writing.

InDecemberlastyear,BeiMao's Mi Xiao Quan Comic History Stories 7: The Warring States' Wind and Clouds waspublishedbyAnhuiChildren'sPublishingHouse.Inthisbook,MiXiaoQuanandhis friendstravelthroughhistory,transformingintohistoricalfigures,leadingyoungreaderstoexperience ancientChinesecivilizationandmakinghistoricalfiguresandeventscometolife.ItisreportedthatBei Maoandhisteamspentfiveyearscreatingthe Mi Xiao Quan Comic History Stories series.BeiMao, withhisconsistenthumorousstyle,notonlyimparts historicalknowledgebutalsocleverlyembedsjokes inhisillustrations,allowingchildrentolearnChinesehistoryinarelaxedandenjoyableatmosphere.

YangPeng PennameXueHai,bornin 1972 inLongyanCity,Fujian Province.Hisrepresentative worksinclude Dad in My Pocket, The Three Musketeers of the Campus,and The Fantastic Adventures of the King o ,withseveralofhisworkstranslatedinto English,Japanese,andKorean.

YangPengisoneofthefewchildren'sbookand sciencefictionwritersintheindustrywithIPpracticalexperience.HefoundedtheYangPengStudioin 2001,pioneeringcross-industrycollaborationsand achievinggreatsuccessinvariousfieldsofthechildren'sIPindustry,suchasanimation,stageplays, comics,radiodramas,andchildren'sfilms,accumulatingresourcesacrosstheentireindustrychain.ChinesesciencefictionwriterLiuCixinhaspraisedhim, "Hehassupportedtheskyofchildren'ssciencefiction,andhisachievementsareadmirableandpraiseworthy."Chinesechildren'sliteraturewriterZhengYuanjiebelievesthatYangPengis"genuine,unpretentious,hiswritingreflectshischaracter,andsincerity isconveyedbetweenthelines."

InNovemberlastyear,YangPeng's I Fell into a Fairy Tale,partofthe Yang Peng's King of Fantasy series,waspublishedbythe 21stCenturyPublishing House.ThebooktellsthestoryofSunXiaokong, whorescuehisfatherSunDakongfromtheclutches oftheMouseKingDididada,teamsupwith"Cosmic Heroine"Ayatoenterdifferentfairytaleworldsand goonaseriesofadventurouseventswiththecharactersinthoseworlds.Heexplainedtheinspirationfor theseries,"Ihopethatthroughtheseimaginativestories,Icaninspirechildren'simaginationandcreativity,lettingthemfeelthewonderandbeautyoffairy talesworldintheprocessofreading."

JiuEr

BorninNortheastChina, herrepresentativeworksinclude My Little Sister's Giant Pumpkin, Don't Jump Rope with the Frog,and The Elk of he Ewenki,withsomeworks exportedtocountriesandregionssuchasFrance,theUnitedStates,Germany,andRussia.

In 2012,aftermorethan 10 yearsworkinginsculp-

turedesign,JiuErmadeacareerswitchtopicture bookcreation,producingherfirstpicturebook My Little Sister's Giant Pumpkin.Fromthatpointon,she couldnotstopandbecamefullyimmersedintheart ofstorytelling.Onestoryafteranother,rangingfrom fantasythemestorealistictopics,emergedfromher pen.Theseworksnotonlygainedpopularityamong youngreadersinChinabutalsoreceivedravereviewsincountriessuchasFrance,theUnitedStates, andGermany,makingherthefirstChinesefemaleillustratortobeincludedintheInternationalBoardon BooksforYoungPeopleHonorList.

InJunelastyear,JiuEr's My Home waspublished byDandelionChildren'sBookHouse.Basedonthe author'schildhoodlifeinthecountrysideofNortheast China,thebooktellsthestoryofanordinaryfamily working,playing,andlivingontheblacksoilof NortheastChina.Whendiscussingthebook,shestated,"Childrennowadayshavearelativelysimpleconceptofhome,withfamilymembersbeingfewer,but whenwewereyoung,weoftenlivedinbigfamilies, withnotonlyrelativesbutalsodogs,cats,pigs,and horses.Iwantedtopresentthislivelyandwarm homeand,atthesametime,helpchildrenlivingin citiesunderstandtheprocessoffoodproduction fromsowingtoharvesting showingthepreciousnessoflandandfood."

HeiMi

BorninChaozhouCity, GuangdongProvince,herrepresentativeworksinclude Braids and The Never- Enough Pallas's Cat,andshehasparticipatedintheTravelingExhibitioninJapan"PictureBooks withBIB: 50 yearsandBeyond"inJapan,theBolognaChildren'sBookFair,andtheTehranInternationalBookFairChineseOriginalIllustrationExhibition, amongothers.

Since 2013,HeiMihasbeencreatingpicture bookswithvarioustechniques,includingcopperplate, woodblock,watercolor,andsketching.Herstyleis delicateandfullyintuitive,oftendrawinginspiration fromdailylifeandusingallegoricalimagenarratives toexpressherunderstandingandperceptionofthe world.Shesaysthatshehasalwaysadheredtothe creativeoriginalaspirationof"drawingthefeelings deepinmyheartabouttheworld",adding,"Mycreativeinspirationiscloselyrelatedtolife.Ireallylike topayattentiontothesurroundingenvironmentand I'measilyattractedbytheseveryordinarythings. ThenIwillfirstdrawandrecordthem.Afterthat,I willslowlylookfortheelementthattouchesmewithinthem,stringthemtogetherlittlebylittle,anddiscoverthestoryhiddeninside."

InOctoberlastyear,HeiMiandWangJiaming's The Taste of the Moon and The Secret of the Stars werepublishedbyDaylightPublishingHouse.The booktellsthestoryofHoolucatandthelittleblack birddiscoveringsmallmiracleshappeningintheireverydaylives.PicturebookauthorJiuErcommented onthebook:"Theseeminglysimplestoryandillustrations,however,possessauniqueanddistincttemperament,presentingafreshandvividimaginationunconventionally,leadingreadersintotheworldofnature toexperienceit.Thisisthepowerofartandliterature!"

20 RECOMMENDATION

ZhaoLingbeganpublishing herworksattheageof 13.At ,shewonthefirstprizein theadultgroupofaprestigiousChineseessaycompetition.Shehaspublishedworks overonemillionwords,ine Moon of Young m on Trees, The Dream We Had that Year,and the Days When Father Became a Star

Asachild,ZhaoLing'smother'sbookshelfserved asherownbookshelf.Thetextbooksfromheruniver sityyearsbecamesomeofZhaoLing'sfavoritebooks. ShereadextensivelyacrossChinesecontemporarylit erature,classicalliterature,andforeignliterature,one byone,oftenrevisitingcertainpieces.Shesaid:"Asa teenager,Ioftenwenttothelibraryandreadalmost alltheChinesecontemporaryandforeignliterature worksavailableatthetime.Thisprovidedmewith richspiritualnourishmentandgreatlyhelpedmyfu turewriting."

The Brave Boy Who Rides th dren'snovelwrittenbyZhaoLingandwasfirstpub lishedin 2020.Setagainstthegrandbackgroundof thedevelopmentofChina'sNavy,thenoveltellsthe inspirationalstoryofaboynamedQinHaixin,who overcomeshisfearofthesea,endureshardshipsduringsailingtraining,andgrowsintoaworldchampion sailor.

ZhaoLingstatedthattoday'ssocietyisoneof"shallowreading",wherechildrenareatacrucialstagein developingtheirinterestinreading.Outstandingchildren'sliteraturecancultivatetheirrefinedtastes.Readingwithdepthcanstillbeenjoyable,andthisenjoymentisnotonlythemomentarypleasuregivenbythe text,butalsotheprocessofexplorationandreflection.

LuXinyuan 2021,shegraduated fromtheCambridgeSchoolof Visual&PerformingArts withadegreeinChildren's BookIllustration.Priorto that,shestudiedProductDesignandDesignStrategyat TsinghuaUniversity.Herrepresentativeworksinclude Here, There, Insect Artist,and Dive, Dive into the Night Sea,etc.Shehaswonmultipleprestigious awards,includingtheBolognaIllustratorsExhibition AwardandtheNewYorkTimes'theBestChildren's BookAward.

LuXinyuan'screativestyleislivelyandstraightforward.Sheenjoysexploringvariouspossibilitiesin herwork,includingpaintingtechniques,interactive bookpages,andthematicexpression.Shehopesto expandchildren'sperceptionandhelpsthemseethe diverseworldthroughherworks.Forher,creatingis likeplaying,andintheprocessshediscoversmany unexpectedsurprisesalongtheway.

InMayoflastyear,herbook Insect Artist was publishedbyNanjingUniversityPress.Thisbookis anaturalsciencepopularizationandartenlightenmentpicturebookspecificallycreatedforyoungchil-

dren.Itintroducesthebeautifulpatternsthatinsects createonleaveswhiletheymovethroughnature,as wellastheremarkablesurvivalwisdomoftheseinsects.Shesaid,"Duringthecreativeprocess,Iconsultedalotofmaterialsandlearnedmanythings. Throughinteractivedesignslikediggingholes,foldingpages,andwalkingthroughmazes,Icleverly showcasedtheartisticcreationsoftheseinsectsand thenaturalscientificprinciplesbehindthem,allowingchildrentoreadwhileenjoyingfungames."For herfuturecreations,shehopestoenhancechildren's curiosityandinspiretheirdesireforexploration throughgame-basedreading,helpingyoungreaders realizethatwitheyestodiscoverbeauty,artisall

1977 inWuyi County,ZhejiangProvince. HerrepresentativeworksinHide in Your Don't Go Betimeters, The Kakasha,and ofherworkshavebeen translatedintoEnglish,French,Japanese,andother languages,andpublishedinover 10 countries.

Asachildren'sliteraturewriterrootedinlocalculture,TangTangdrawsinspirationfromZhejiang's folkliterature.Shegrewupinthecountrysideof ZhejiangProvincesinceshewasachild.Herunrestrainedchildhoodhasshapedhersimpleandfree writingstyle.Thefields,riversandtreesinherhometownhavebecomehercontinuoussourceofinspiration.Inheropinion,lifeexperiencescanbenaturally transformedintohercreations.Shesaid,"Because yougrowuponthisland,alargepartofyourbreath andthoughtscomefromthenourishmentthatthis landgivesyou."

InDecemberlastyear,TangTangandDaMianbao's The Little Fish and the Big River werepublishedbyZhejiangJuvenileandChildren'sPublishingHouse.Thebooktellsthestoryofalittlefish strandedontheriverbank,withitslifeenteringa countdown.Duringthefinaleightdays,hemeetsa watercabbage,abird,afrog,andanant,experiencingthekindnessofhumanity,theunpredictabilityof fate,andultimatelygrowingbeyonddeathwithanelevatedspirit.Shesaid:"Thiswritingprocesswasa self-dialogueaboutcourage.Afterfinishing The Little Fish and the Big River,IclearlyfeltthatIhad gonethroughanewgrowth.Iwrotethestory,and thestorynourishedme,themutualpursuitinwriting istrulywonderful."

TianYu GraduatedfromtheAcademyofArts&Design,TsinghuaUniversity,TianYu'srepresentativeworksincludethe leepy Monsters series, Run! Eighthday series, of the Flies,and Knock

goodatusingexaggeratedimitationstodissolveseriousthemes.Hebelievesthatinpicturebooks,the wordsusuallyfocusmoreonthepoweroflanguage, whiletheillustrationsareaformofvisualexpression thatallowyoungreaderstoengagemoreintuitively. Whencombinedwithtext,illustrationsbetterpresent thelogicofthestory.Aschildrenspendmoretime readingandreadmorefrequently,itbecomesnotonlyaprocessofrevisitingwhattheyalreadyknowbut alsoanopportunityfornewdiscoveries.Thisrepetitionsparkscuriosityandadesireforknowledge.

InOctoberlastyear, The Sneaker on My Right Foot Ran Away waswrittenandillustratedbyPeng YiandTianYu,waspublishedbyJieliPublishing House.ThebooktellstheabsurdandhumorousjourneyofUncleWuliwalachasingafterarunawayright gymshoe.Thestoryisfilledwithlifemetaphors. TianYubelievesthatpicturebookauthorsshouldbe skilledinweavingdetailsorleavingblankspaces. This"unexpectedfantasy"differentfromadultlogic, stimulateschildren'simaginationandallowsthemto experienceabetterandmoregenuinereadingexperienceinjoyfulreading.Enjoyablepicturebookscan bringchildrenjoyfulgainsandexperiences,whichin turnhelpthemdevelopgoodhabitsandgeneratein-

BornHuangDanpinginPuningCity,GuangdongProvince,MuYe'srepresentative he Adventures eer, Tales of ,and Read a to Turn Back

InMuYe'sview,children'sliteratureselectsits writersinthesamewayonewouldchoosea"soulmate".Itrequiresyoutoalwayskeepachildlike heart,oritwilltightlyclosethedoor.Manythings canbefaked,butchildren'sliteraturecannot.There isalinein The Little Prince:"Children!Bewareof thebaobabtrees!".Sheoftenremindsherself,“ Hey, youpleaseneverturnintoa'mushroom'!".Whenit comestopreservingachildlikeheart,shesaid, “ I havemetMr.Jinbo,whoisnearly 90 yearsold,yet hehaslivedhiswholelifeinthepureworldofpoetryandfairytales,alwaysmaintaininganinnocent heart.Therearealsomanyseniorchildren'sliterature writerswhohavewrittentheirentirelives,eachcreatingintheirownway."

InMaylastyear,MuYe's One Million Letters to Mom waspublishedbyJieliPublishingHouse.The bookconsistsof 24 lettersthatrecordachild'smagicaldiscoveries,innocentsecrets,smallsorrowsand loneliness,wishesanddreamsasvastastheocean andsky,andanuncountableamountoflovefortheir mother.Shesaid:"Thisbookisnotonlywrittenfor children,butalsoforadults.Ihopethatchildren,lyingintheirsmallbeds,canreadtheseletterswith theirmothers,withthechild'seyesfulloftheirmotherandthemother'seyesfulloftheirchild.Ihope thatwhenadultsreadtheseletters,theycanrecallthe preciousmomentstheyhaveexperiencedintheir lives,andrediscovertheirpurehearts." IP

SelectedChildren'sBooksfromChina

Intheeraofglobalization,culturalintegrationandsharinghavebecomemoreandmoresignificant.Toallowoverseaspublishersandreadersto experiencethewarmthandwisdomemanatingfromtheEast,wehavecarefullycuratedtheRecommendation'column.Thiscolumnaimstoserveasa bridgethroughbooks,allowingoverseasreaderstosensetheprofoundheritageanduniquecharmofChineseculturebetweenthelines.Thistime,we havemeticulouslyselected 22 children'sbooksfrom 10 renownedpublishinggroupsandpressesinChina.Thesebooksnotonlyfeaturerichandvaried content,includingstories,poems,andillustratedtales,butalsoreflectChina'shistoricaltraditions,vibrantfolkcustoms,breathtakingnaturalscenery, andprofoundhumanisticwisdom.Wetrulyhopethatthroughthesebooks,youngreadersoverseascantranscendgeographicalboundaries,connecting withChinesechildrenintheirjoyofgrowing-up,dreams,andhopes.

OkraandCanon

《秋葵卡农》

Author: LuWenbin

Publisher: AnhuiLiteratureandArtPublishingHouse(Apr. 2024)

ISBN: 978-7-5396-8215-0

Contact: LiFang 1041675753@qq.com

Itisachildren'snovelaboutchildren'sgrowth,promotinglove, toleranceandgratitude.TheyoungprotagonistOkraexperienced herparents'divorceandenteredarestructuredfamily.Shedidnotimmerseherselfin sadnessforalongtime,butinsteadtriedtounderstandherparentsandintegrateintothe newfamilybyobservingandunderstandingpeoplearoundherwhohadsimilarexperiences.Withthehelpofherfriends,sheregainedhappinessandspiritualgrowth.

LittleRedDeerZhuoma

《马鹿卓玛》

Author: BaimaNazhen

Publisher: BeijingJuvenileandChildren'sPublishinghouse (Jun. 2024)

ISBN: 978-7-5301-6750-2

Contact: JessicaZhou zhouhx@bphg.com.cn

ThisbookisbasedonatruestorythattookplaceontheTibetan plateau.ATibetanboy,Dunyue,rescuesareddeerinasnowstorm andnamesitZhuoma.Drinkinggoat'smilk,eatingtsampaporridge,andbeinginseparablefromDunyue,littlereddeergrowsup.Thisbookshowstherealstatusquoofthe harmoniousdevelopmentofmanandanimal,manandnature.

TeenagersbytheMaliuLake

《瓦屋山桑》

Author: ZhangGuolong

Publisher: BeijingJuvenileandChildren'sPublishinghouse (Jun. 2024)

ISBN: 978-7-5301-6750-2

Contact: JessicaZhou zhouhx@bphg.com.cn

Thisisacontemporaryrural-themedchildren'snovelthattells thestoryofabrotherandsister,MiTieqiaoandMiLihua,from thecountrysidewho,despiteadversity,arediligentintheirstudiesandresilientinlife. Theirparentshavegonetoworkinthecityandareoutoftouch.MiTieqiaogainsadmissiontoakeyhighschoolinthecountytownwithexcellentgrades.Toavoiddroppingout,hetravelsalonetosearchforrelatives,butreturnswithoutsuccess.Through hisefforts,hebecomesasubstituteteacherinthecountrysideandalsohelpshissister completehereducation.

AlongBeijing'sCentralAxis 《穿越北京中轴线》

ChiefEditor: ZhengXinmiao

Author: LiXiang

Illustrator: SunPingandLiuZhengnan

Publisher: BeijingPublishinghouse(Oct. 2023)

ISBN：978-7-2001-8291-0

Contact: JessicaZhou zhouhx@bphg.com.cn

Along Beijing's Central Axis isapicturebookprovidingvarious culturalandhistoricalknowledgeaboutBeijing'scentralaxis.Itpresentsawonderful blendoftraditionalChinesephilosophicalideas,ritualculture,architecturaldesignideas, andotherculturalandhistoricalknowledgeandboastsinterestinglanguageandexquisitehand-drawnwatercolorillustrations,impressingyoungreaderswiththerichhistoricalandculturalheritageofBeijing.

DivineBeastsintheForbiddenCity 《故宫里的瑞兽》

Author: TheCultureDepartmentofthePalaceMuseum

Publisher: BeijingPublishinghouse(Oct. 2023)

ISBN: 978-7-2001-7996-5

Contact: JessicaZhou zhouhx@bphg.com.cn

Thisbooktakes 12 kindsofdivinebeastsfromancient Chinesemythsandlegendsasthestartingpoint,andintroducestheimageandlegendoftheauspiciousbeast,relatedhistoricalandculturalknowledge,andtheembodimentoftheimageelementsrelatedtotheauspiciousbeastinthebuildingsofthePalaceMuseum, andculturalrelicscollection.Thebookusesalargenumberofhand-drawn photos andskillfullyexcavatesmanyChinesemythsandtraditionalcultural resourcesthroughthecombination ofpicturesandpictures.

Baby'sAnimalFriends 《宝宝的动物朋友》

Author: HaiRunSunshine

Publisher: BeijingPublishinghouse(Apr. 2021)

ISBN: 978-7-5704-2955-4

Contact: JessicaZhou zhouhx@bphg.com.cn

Baby'sAnimalFriendsisasetofanimalsciencebooks categorizedfromachild'spointofviewandinterest,dividedintofourvolumes:"Big,Big,Big","Round,Round,Round","Long,Long,Long",and "Tip,Tip,Tip".

MynameisAh-Ton

《我的名字叫啊吨》

Author: ZhouXiaofeng

Publisher: BeijingOctoberArts&LiteraturePublishingHouse(Feb. 2024)

ISBN: 978-7-5302-2341-3

Contact: JessicaZhou zhouhx@bphg.com.cn

ThecriticallyillpandaDapuinthewildisrescuedby humans.Inhisweakness,heseesthetelecastoftheWinterOlympicsandthinksthatBingDwenDwenisasuperstarofsportsthat surpassesallhumanathletes,andhebringsthisnewstotheancientandpeacefulAmiZhai.ApandanamedAh-ToninAmiZhai,wassoshockedbythestoryofBingDwenDwenthathebegantoexerciseinthehopeofonedaymakinghisparentsinheavenproudofhim...

NewTutorialforChildren'sTraditionalChinesePaintingSeries 《少儿国画新教程》

Author: RenShu

Publisher: BeijingArtsandCraftsPublishingHouse (Jun. 2024)

ISBN: 978-7-5140-2819-5

Contact: JessicaZhou zhouhx@bphg.com.cn

ThisseriesisbasedontraditionalChineseinkpainting,integratingmoderndrawingthemesandrichcolorexpressions,bringing childrenawonderfuljourneyofmoderninkpainting.Thisseriesmainly highlightstherelaxedandenjoyablepaintingexperienceandcreativefun, makingchildrenfallinlovewithpaintingandenjoyexpressingthemselves inpainting.

22 RECOMMENDATION

FoodMarketsAcrossChina

《天南海北的中国菜市场》

Author: CentralArtistry

Publisher: BlossomPress(Mar. 2025)

ISBN: 978-7-5054-5438-5

Contact: LiSicen zhbq@cicg.org.cn

Thisseriesoffivepicturebookswilltakeyoungreadersinto foodmarketsacrossChinatoexperiencedifferentregionalculturesandcustoms.Eachbookselectsarepresentativeregion, andthroughvividillustrationsandfuninteractivegames,childrencanlearnaboutlocalcustoms,localingredientsanddelicacies,andexperiencethecharmofvariouslocalculturesinChina.Thissetofbooksisnotonlyatreasuretroveofknowledge,it willalsohelpparentsandchildrenexplorethemysteriesofChineselifetogether, andenhancefamilyemotionsandculturalidentity.

ChineseLoong

《东方有龙》

Author: ShangShangYinXiang

Publisher: PublishingHouseofElectronicsIndustryCo.,Ltd. （Jan. 2024）

ISBN: 978-7-121-47038-7

Contact: LiaoHanbin liaohb@phei.com.cn

Thisbookprovidesadetailedinterpretationofthecultureand spiritbornfromdragons,coveringliterature,history,architecture,art,culturalrelics,andotheraspects,allowingtheworldtoexperiencethegreat powerofChineseculture.

LittleForestofMusicseries(4 titles) 《音乐小森林·原创音乐启蒙图画书》（全 4 册）

Author: WenAining

Publisher: GuangxiNormalUniversityPressGroupCo.,Ltd. (Jul. 2024)

ISBN: 978-7-5598-6970-8

Contact: XieYuan xieyuan@bbtpress.com

Fourbooks The Little Elephant and the Apple Tree, Spring's Gift, The Magician from the South Pole,and Night Song introducechildrentoorchestralinstrumentsthroughenchantingtales.Eachstoryengagesmultiplesenseswithtext,music,andillustrations,teachingbasicmusicalknowledgeandperformanceskills. Thesebookscreatearichsensoryexperience,subtlyignitingchildren'sinterestin music.Visualizedmelodiesandcozybedtimestoriesblendartandlearningseamlessly.

Waiting

《等待》

Author: LiuChang

Publisher: GuangxiNormalUniversityPress(Aug. 2024)

ISBN: 978-7-5598-7118-3

Contact: LeifCheung zhanglf@bbtpress.com

Thisisapicturebookofproseandpoetry,centeringonthe themeof"waiting",expressingthatwaitingisastateoflife,and alsoaprocessthatoftenappearsinlife.Theprocessofwaiting isaprocessofchangeintimeandspace.Althoughtimeflowsforward,weneedto wait.Intheprocessofwaiting,weareassociatedwithallkindsofdetailsthatare notusuallynoticed,feelallkindsofsubtleemotions,whichslowlyaccumulateinto anunforgettableemotionalexperience.

EmbroiderTiger

《绣虎少年》

Author: TangSulan

Publisher: HunanJuvenile&Children'sPublishingHouse (Apr. 2024)

ISBN: 978-7-5562-7616-5

Contact: KangQinxin 731893366@qq.com

Thisbookisaninitiationnovelbasedonthenationalintangibleculturalheritage"Hunanembroidery".Ittellsthestoryofa disabledteenager,ZiYi,whowiththehelpofhisfamilyandteachers,realizeshis self-worththroughtheinheritanceofHunanembroidery.Thebookconsistsoftwo storylines:ZiYi'sgrowthandtheinheritanceandinnovationofHunanembroidery techniques.Itdepictsalivingspectacleofthechangingtimesandtakesthereaderto experiencetherootandcharmofChina'soutstandingtraditionalculture.

China HowOurCivilizationComesFrom 《中国 —我们的文明从哪里来》

Author: Happymango

Publisher: HunanJuvenile&Children'sPublishingHouse (Jan. 2025)

ISBN: 978- 7- 5562- 8007- 0, 978- 7- 5562- 8012- 4, 978- 7- 55628011-7,etc.

Contact: KangQinxin 731893366@qq.com

Thissix-volumeseriesexplorestheoriginsofChinesecivilization,startingwithmythsandtracingitsevolutionfromprimitivesocietytoagricultureandnation-building.ItservesasavividguidetoChina'sculturalheritage,offeringinsightsintoitshistoricalandintellectualmilestones.

LittleChickGrowsUp 《小黑鸡》

Author: YuHongcheng

Publisher: ChemicalIndustryPressCo.,Ltd.(Sep. 2024)

ISBN: 9787-122-45899-5

Contact: LisaLiang liangyulan_cip@163.com

Awardedwith 2024 Top 10 outstandingworksinthe 10thDapengNaturalChildren'sBook,thispopularpicturebookisafour-year workofdevotionbyYuHongcheng,winneroftheInternationalAwardforIllustrationBolognaChildren'sBookFair.Throughtheordinaryjourneyofalittle chick,readersareinvitedtosavorthebeautyoflife,thestrengthandcourage infacingfearinthewholelife.Thereisalsoacomplimentaryscienceguidebook aboutchickens.

StarsPlantedinSpace:APop-upBookonArtificialSatelliteforKids 《种在太空的满天星 ：科学家给孩子的人造卫星立 体 书 》

Author: ShiXiaoning,XieYanhaoandGuLuyan

Publisher: ChemicalIndustryPressCo.,Ltd.(Jan. 2025)

ISBN: 978-7-122-46518-4

Contact: LisaLiang liangyulan_cip@163.com

Alovelyandvividpop-upbookonartificialsatellite,writtenbysatelliteexperts.Thebookhas 10 chapterswithhundredsofknowledge points,fromthebirthofsatellites,structure,types,applicationsandfutureimpact, etc.Onthecover,thereisamodelofsatellitelightthatcanlightupthe"stars". Thebookpresentedwith 14 videolessons.

Firefly(4 volumes) 《流萤之光》（4 册）

Author: ZhouBowen

Publisher: HuangShanPublishingHouse(Jan. 2022)

ISBN: 978-7-5461-9995-5

Contact: WangTaoran hspublishing@163.com

Firefly contains 4 volumes: Hello, Mysterious Land; Farewell, Little Stars; Fly Away, Fireflies and Night Secret of the Forests.Theauthorcreatesfourstorieswithfantasticimagination,vividlanguageandlovelyillustrations,tactfullyputfourtraits,namelyfaith, courage,understandingandtoleranceintostories.Thesefinetraitsarejustlike firefliesinthenight,whichlightuptheroadforchildren.

TheCrow'sEye

Author: CaoWenxuan

Illustrator: RenBaohai

Publisher: Children'sFunPublishingCo.Ltd.underPosts &TelecomPress(Aug. 2024)

ISBN: 978-7-115-64948-5

Contact: BriannaZhao yhzhao@childrenfun.com.cn ApicturebookbyHansChristianAndersenAwardwinner CaoWenxuanandPenandInkartistRenBaohai.Ittellsthestoryofaboywho overcomeshisfeartodefendhisreputation.Theboy,whohassevereacrophobia, climbsatoweringpoplartreetotakedownacrow'snest,showingtheworldthat hedidn'tstealthethreepreciousgems theyweretakenbyapeculiarcrow.For thischild,reputationisworthmorethanlifeitself.

2025 03 19 Wednesday

ipweekly@163.comEditor

AFalconFlies

《长白隼》

Author: XueTao

Illustrator: TianYu

Publisher: Children'sFunPublishingCo.Ltd. underPosts&TelecomPress(Apr. 2025)

ISBN: 978-7-115-66044-2

Contact: BriannaZhao yhzhao@childrenfun.com.cn

ThisbooktellsthestoryofafalconfromChangbai Mountainbravingablizzardandflyingagainstthewindtofinditsowner, showcasingthedeepemotionalbondbetweenhumansandanimals.Italso highlightstheuniquenaturallandscapes,flora,andfaunaofNortheast China,blendingscientificinsightwithhumanisticstorytelling.

HereCometheImmortals!

《这里有神仙》

Author: ShangZheShangYe andShangShangLianChuang

Publisher: Children'sFun PublishingCo.Ltd.underPosts &TelecomPress(Feb. 2025)

ISBN: 978-7-115-65702-2, 978-7115- 65673- 5, 978- 7- 115- 65703- 9, etc.

Contact: BriannaZhao yhzhao@childrenfun.com.cn GodsandgoddessesarenotonlyanimportantpartoftraditionalChinese culture,butalsoasymbolofthespiritofthewholecountry.Thissetof picturebookscontains 51 deities,includingthosefromancienttimes,folk legends,andfamousliteraryworks.Currently, 6 volumeshavebeen published,introducingNezha,Chang'e,TaibaiJinxing(theGodofVenus), SunWukong,YangJian,andJiangZiya.Usinghumorousandinventive illustrations,theexpressionsandmovementsofeachgodandgoddessare richindetail.

ACollectionof 100 ChineseChildren'sPictureBookClassicsin 100 Years

《百年百部中国儿童图画书经典书系》

Author: ZhengZhenduo,FangYiqun,Lu Bing,etc

Illustrator: WanLaiming,HeYouzhi,Yan Gefan,etc.

Publisher: ChangjiangChildren'sPublishingGroup(Oct. 2019)

ISBN: 978-7-5721-0041-3,etc.

Contact: Tanya tanyaghj@qq.com

Thisisaselectionofmorethanonehundredclassicchildren'spicturebookswithhigh ideological,literary,artisticandculturalvaluesthathavebeenpublishedinChinaoverthepast century.ItsystematicallydemonstratestheliteraryachievementsandartisticcharmofChinese children'spicturebooks,itwascreatedbyfamouswriterssuchasZhengZhenduo,FangYiqun, andLuBing;andpaintedbyfamouspainterssuchasWanLaiming,HeYouzhi,andYanGefan.

PolarBear'sDream

《北极熊的梦》

Author: HuXiaoli

Illustrator: GaoBei

Publisher: ChangjiangChildren'sPublishingGroup(Dec. 2024)

ISBN: 978-7-5721-5949-7

Contact: Tanya tanyaghj@qq.com

Withglobalwarming,meltingglaciers,anddifficultyinfindingseals,a polarbear namedBingniembarksonalifeanddeathjourneyinsearchof prey.Ontheway,itfoughtwithArcticfoxestoeatthreebirdeggsandwas attackedbyArcticterns.Italsosawseveralspermwhalesswimminginthedistance,butdared notapproachthem;Bingnihadn'teatenafullmealforfourmonths.Arcticwinteriscoming,and thelongnightwilllastforsixmonths.Bingni,whoisstarving,facesatormentevenmore terrifyingthanhunger...Deeplytrappedindespair,Bingniswimstothedeepseainherdream andseestheexitoflight...Withweaksupport,itmakesadecision:keep going.Willmiracles happen?