Bologna Children’s Book Fair
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Bologna Children’s Book Fair
封二，湖南少儿
Bologna Children’s Book Fair
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Bologna Children’s Book Fair
Children's Book: the Fastest Growing Category in China
By Tan Huanyu After years of high growth rate of over 20%, China's children's book market slowed down slightly in 2018. But with a growth rate of 13.74%, it was still the fastest growing category and contributed most to the growing of China's mass book market. In China, people under 18 are generally referred to as children and juveniles. Children's books refer to books that are suitable for children and juveniles to read or parent-child reading.
Children’s Book Market in the World Globally, children's books was still the most vital sector in the publishing industry. In 2018, the children's book market in various countries has remained stable, and sales of children's books in the United States, France, Japan, Germany and other countries have maintained a slight growth. According to the annual report issued by AAP (Association of American publishers), the sales of children's books in the United States increased from $ 2.043 billion (2017)to $ 2.112 billion(2018), rose 3.3% year on year. The report shows that early childhood reading is doing well. More than 50% of parents regularly read aloud to their children between the ages of 0-5, but independent reading is trending down, because mobile phones and other distractions were biting into children’s independent reading time. Fiction was slightly down in 2018
Proportion of Sales of Children's Books in Different Countries' Domestic Book Market 2017
2018
The UK
24.1%
23.6%
Ireland
30.5%
30.1%
Italy
25.3%
25.9%
Spain
37.8%
39.0%
Australia
29.1%
27.8%
New Zealand
28.7%
28.2%
South Africa
25.1%
26.3%
India
18.9%
17.7%
Brazil
22.2%
22.5%
The US
27.3%
27.0%
France
12.8%
13.8%
Germany
16.3%
16.6%
Japan
9.0%
10.3%
China
24.6%
25.43%
Source: Germany (German Publishers & Booksellers Association, 2018); Japan ("The Latest Version of Publications Sales" (2018 edition)); France (SNE); the United States (npd); other countries (Nielsen BookScan).
compared to 2017, while nonfiction was slightly up in the children’s book market: juvenile fiction has dropped 3% and juvenile nonfiction has increased1%; as for YA fiction, it has dropped 2%, but YA nonfiction has increased 2%. Classic blacklist titles were doing well in the children’s sector: backlist accounted in 2018 for 73% of sales, increased 6% from 2015’s 67%. Frontlist children’s sales accounts for just over 26% of sales in 2018. In the UK, the best-selling category in the children's book
Proportion of Frontlist and Backlist Sales in the US Children’s Books Market
Source: NPD Group
market was novels, which has the largest share of Top100 best-selling children’s books in 2018. Next is picture books, accounting for 1/3 of the Top100’s. As for children’s books publishers, 70% of the UK children’s book market was contributed by the top10 publishers, and 97% of the top 100 bestsellers are from the top10. 6 of the top 10 publishers were still growing. Generally speaking, publishers of adult books were also very successful in children's books. Different from the US children's book market, frontlist titles have been selling well in the UK—— the market welcomed new books. 2018 is a turning year for the German book industry. In this year, the country's book market saw a growth for the first time since 2012, with annual book sales of €9.134 billion. Compared with 2017, sales of children's books has increased by 3.2% to €1.516 billion, which
was the second largest category in German book market. In recent years, German children's books not only depicted traditional topics such as family, friendship, and puberty, it also paid more attention to social topics such as climate change, nature, and the environment. At the same time, there has been increasingly popularity of deliberately portray gender awareness in Children's books, both in German and some other Euro countries. In general, as the demographic composition of Germany became more diverse, the market which represents different voices and diverse perspectives was growing. It has been a tough year of 2017; in 2018, the children's book market in France resumed growth, with annual sales of €348 million, increased by 2.1% year-on-year, and increased by 3.3% for sales volume year-on-year. As the third
Bologna Children’s Book Fair
Sales of Children’s books (under 14 year old) Over the Years in Japan
Source: The Latest Version of Publications Sales (2018 edition)
Number of Titles and Sales Volume of Children’s Books in Recent 10 Years in China
Source: Beijing Openbooks
The Contribution Ratio Contributed by Different Categories to the Whole Children’s Book Market
largest category of the book market, children's books sales proportion also increased from 12.8% to 13.8%. In terms of sub-categories, the sales of children's books with more imagination and creativity continued to increase, but the sales of YA novels were declining, mainly due to the lack of leading products and various entertainment activities that have attracted the attention of young reader. The children's book market in Japan was full of vitality in 2018. In the past three years, the number of children's book publishers in Japan has increased year by year, from 339 in 2016 to 380 in 2017, and 398 in 2018. At the same time, the number of children's books has also increased by 8.5% compared to the previous year. Especially the picture book market, driven by popular writers such as Yoshitake Nobuyuki and Kudo Noriko, it has increased by 0.3% to 31.4 billion, accounting for 35.9% of the children's book market. The proportion of picture books also has increased from 2015’s 26% to 2018’s 29%. In recent years, the dominance of the children's book market and adults starting to read children's books have made children's books more competitive than other categories. In 2018, the Russian publishing market continued the downward trend of previous years, and both the number of titles and sales fell yearon-year. However, children's books still maintained a good momentum: compared with 2017, the number of titles has increased by 1.7% to 14,556; when comparing with 2008, it has increased by 28.9%. Children's books were one of the most important growth engines of the Russian publishing industry.
The Development of China’s Children’s Book Market
Source: Beijing Openbooks
(1) Overall situation According to the Basic Situation of the National Press and Publishing Industry in 2018, the total pricing of books in China was 187.09 billion yuan(€24.11 billion), an increase of 8.1%. A total of 247,000 new books were published, decreased by 3.14%
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when comparing with 2017’s. Among them, the total pricing of children's books (text books and teaching aids are excluded) is 22.532 billion yuan(€2.90 billion). The number of new titles for children's books was 22,791, and the number of reprinted titles was 21,405. Compared with the previous year, the number of new titles have decreased by 0.19%, but that of the reprinted has increased by 9.17%, and the total pricing has also increased by 28.40%. On the sales side, number of titles of children's books sold in China reached more than 270,000 in 2018, and the sales revenue and its proportion in the mass market continued to increase: the sales revenue rose from 2017’s 19.759 billion yuan(€2.546 billion) to 2018’s 22.474 billion yuan(€0.2896 billion): 13.74% of annual growth, which has slowed down compared with previous years; the proportion of children's books sales revenue increased from 2017’s 24.6% to 2018’s 25.19%. In the retail market, children's books remained the most important force driving the growth. In addition, the yield rate of children’s books was as high as 1.77, much higher than other types. In 2018, the online stores still played dominant role: 64.09% of books in the retail market were sold online, and when it comes to children's books, this proportion was even higher--86%, a 26.56% yearon-year increase in the online store channel. Data shows that Dangdang ( o n e o f C h i n a ’s b i g g e s t o n l i n e bookstore) Children's Books sales revenue in 2018 continued to grow at the rate of more than 50%, and the growth rate of JD (also one of the biggest online bookstore) children's books sales revenue also exceeded 35% year-on-year, ranking first in all book categories. In terms of categories, children's literature, picture books, pop-science / encyclopedia, and early childhood books accounted for more than 80% of the total sales. In JD Books'
Top 10 Best-Selling Children's Books 2018, children's literature, picture books, and pop-science / encyclopedia each contribute about
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Proportion of Sales Volume Contributed by Different Channels
Market Share of Publishers Who Only Publish Children's Books
Source: Beijing Openbooks Source: Beijing Openbooks
one-third, and the remaining one was an early childhood book. The average book pricing was also on the rise in 2018. This year’s average price of children’s book was 20.90 yuan (€2.69), an increase of 10.8% over 2017. If only looking at new books, the average price was 26.90 yuan (€3.47). Compared with other categories such as literature, social sciences, arts, science & tech, etc., children's books were the category that has the largest rise in price in the past three years. The increase in the price was inseparable from the increase in costs such as paper, labor, and logistics. What’s more, the average price of a children’s book was lower than that of other categories, so it has greater room for price increasing. (2) Competitors By the end of 2018, there were a total of 585 publishers nationwide, of which 557 publishers have published children's books and 30 of them only publish children's books. The share of sales revenue contributed by the 30 publishers who only publish children's books in the whole book market continued to grow, reaching 12.36% in 2018, but the share in the children’s book market is 40.47%, lower than last year’s 41.84%, which reflected the competition in the children's book market has become more intense.
The number of publishers that have 1000~3000 titles on sale had increased from 54 to 63 in the past three years; number of publishers that have 3000~5000 titles had increased by 10. There were 11 publishers that contributed 2%~5% sales revenue of the children’s book market; 114 publishers contributed 0.1%~1%; 414 publishers contributed lower than 0.1%. Among these, professional children’s books publishers always could have steady market share, mainly because
they have top authors and mature distribution channels. The top 10 children’s books publishers of 2018 occupied altogether 30.94% of the market share, within which 9 were publishers who only publish children's books. According to Dangdang’s report in 2018, private c h i l d r e n ’s b o o k s p u b l i s h i n g companies accounted for more than half of the publisher that has generated over 100 million yuan(€12.89 million) sales revenue
Top 5 Publishers in the Children’s Book Retail Market in 2018 Ranking
Publishers
1
21st Century Publishing House
2
Zhejiang Children’s Publishing House
3
Anhui Children’s Publishing House
4
Changjiang Children’s Publishing House
5
Dolphin Books
Top 5 Private Publishers in the Children’s Book Retail Market in 2018 Ranking
Publishers
1
Pugongying Kids
2
Dolphin Media
3
Beijing Stepbooks Publication Co.,LTD
4
The Giving Tree Kids
5
CheerFly
in 2018. Moreover, the top 3 were all private children’s publishing companies. There was a trend that publishers no longer just published more titles to scaling up, but they set up a branch or new brand to do some deep explorations. (3) Imported and original version In physical bookstores, the proportion of imported children’s b o o k s a n d o r i g i n a l c h i l d r e n ’s books was 2.8:7.2, slightly lower than last year’s 3:7. In Dangdang online bookstore, the proportion of Top500 children’s books was 5.2:4.8. Most publishers has the proportion of imported books dropped to different extents. Take CITIC press as example, it has highest imported proportion among the children’s books publishers, but the proportion has dropped from 2017’s 75% to 2018’s 67%. On the whole, drop of the proportion was a result of Chinese government encouraging original works and publishers devoting more energy to the issue. Looking at the subcategories, picture books has highest imported proportion. In the year of 2018, almost half of the category was imported books. There has big gap between imported and original picture books. However, the gap was getting narrow. Among
Bologna Children’s Book Fair
the most popular picture books of 2018, we could find some original books, like This is the 24 Solar Terms, which combined elements of Chinese traditional culture into the works of picture books. Apparently, readers like this mixture. More other category were also trying to do the combination. (4) Bestsellers The top three children's bestsellers of this year--Charlotte's Web, Wolf King Dream and The Straw House were all classic works that have been published for many years, and they have always been bestsellers in the years. Among the top 100 best-selling list, new books published in 2018 accounted for about 13% of the list, and books published before 2011 accounted for as much as 38%. There seem to be a lot of new books on the list, but most of them are not actual new books – they are new editions of classic works or new books of series books. This also reflected the lack of creativity in the children's book market in China. If looking from different channels, the type of best-selling works of the physical store channel and the online store channel (represented by Dangdang and Jingdong) were quite different. The children's bestseller list in the physical store included books mainly from children's literature, and the classic books are the mainstream. In addition, the best-selling works in the online store were more diverse, and new books have gained more exposure and sales opportunities here. Compared with traditional marketing methods of physical stores, online marketing activities carried out by online stores were much flexible and rich, which has a more direct impact on book sales.
The Ratio of Imported and Original Children’s Picture Books of Dangdang in 2018
Source: dangdang.com
growth rate for 20 consecutive years. Due to the huge population base and the number of newborns, it can be expected that in the next 3 to 5 years, children's books market will continue to grow steadily. However, it is worth noting that although the growth rate has remained at double digits since 2018, the growth rate has slowed down. In the future, the demographic dividend will gradually fade. How to further increase the purchase rate will become the key to development of the market.
The Ratio of Imported Children's Books
The Future Development Trend (1) Growth will continue in the future, but the growth rate has begun to slow down. Since the beginning of the new century, the children's book market in China has experienced double-digit high
(2) The market is expanding, and the second- and third-tier cities (or even lower tier cities) will become the battlefield for competition. In 2018, the growth rate of sales of children's books in all-tiers cities has maintained relatively high, and the growth rate in low-tier cities is even higher than that in first-tier cities. Generally speaking, the parents of post80s and post-90s in first-tier cities have high level of education. The demand for buying books for their
Source: Centrin Ecloud
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children has been fully released in recent years, so the growth rate will slow down in the future. The rise of new online book marketing channels, and parents' demand for books in low-tier cities has begun to be tapped. This part of market will become an important driving force for the growth of the children's book market in the future. Seizing the opportunity is seizing a magic weapon for future growth. (3) Integrated development is the trending, and the development of children's books market calls for new thinking mode. In the context of the development of the mobile Internet, the traditional growth model that focuses on the number of titles and production factors has become increasingly impracticable. At the same time, in the field of children's consumption, including children's books, there are more and more "outsiders", especially those with "Internet genes". Relying on the advantages of funds and ideas with faster speed and mindset that closer to the user's thinking, they are constantly invading and occupying the territory of traditional children's books publishers. However, they also bring more possibilities for the entire industry. The future children's book publishing market will welcome reconstruction of many aspects such as production methods and business patterns.
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Who is the Most Influential Children's Publishing House in China?
by Tan Huanyu The children's book market has grown very fast in recent years and is the largest growth sector in China's mass book market. Therefore, Chinese publishers are very concerned about this market. Of the 580 publishers in the publishing market, most of them will be more or less involved in children's publishing business. In 2019 this number is 555, increasing from last year’s 552.
Obvious polarization between top and the rest Publishers In general, the distribution shape of publishers market share in children's publishing field likes an inverted pyramid. A total of 27 publishing houses have a market share of more than 1%, and this number is as the same as the year of 2018. According to their market share, these 27 publishers can be divided into three tiers. The first-tier: four publishers, whose market share is larger than or equal to 3%. They are: 21st Century Publishing Group, Sichuan Children's Publishing House, Changjiang Children's Publishing House and Dolphin Publishing House. The number of publishers whose market share is larger than or equal to 3% drop from last year’s 6 to 2. The second-tier: six publishers with market share of 2% -3%: To m o r r o w P u b l i s h i n g H o u s e , Zhejiang Children's Publishing House, Shanxi Future Publishing House, Anhui Children's Publishing House, Changjiang Publishing
House, and Beijing United Publishing Company. 2.02% market share is the threshold of Top 10 children’s publishers, and there is a slight drop compared to last year’s 2.31%. The accumulated market share of top 10 publishers of children’s book retail market is 27.26%. In 2018, the number is 30.95%. In fact, the accumulated market share of top 10 has been falling since 2015 (35.09%). Apparently, fierce competition leads to lower market concentration. Thus, most publishers still have chance to enter the market and make something happen. The third-tier: seventeen publishers whose market share is from 1% to 2%. Looking at top 10’s market share rankings, 21st Century Publishing Group, Changjiang Children's Publishing House, Changjiang Publishing House and Beijing United Publishing Company have no changes. Another 6 publishers within the top 10 all have
their rankings changed. Competition among top publishers is really intense. It is worth mentioning that Sichuan Children's Publishing House is the fastest-rising publishers among the top 10, from last year’s 7 to this year’s 2. " Little Zip "series generates most of sales revenue for the publisher in 2019. Actually, the first book of this series was first published in 2012, but at the first 2-3 years, it could not be called as best-selling books. After 5 years’ accumulation, "Little Zip"finally became a bestseller in 2017. Since then, it can be found on best-selling list all the time. In 2019, the performance of the series is even better than last year. Except Sichuan Children’s Publishing House, Phoenix Fine Arts Publishing Ltd., Guangdong P r o v i n c a l To u r i s m H o l d i n g s C o . , LT D . , S h a n g h a i S c i e n c e Puji Publishing House, and Encyclopedia of China Publishing House also have big improvement
at rankings. This four are all not professional publishing houses, but one thing they have in common is that their best-selling books are all series books. Beyond above publishers, the remaining publishers’ market share are all less than 1%. About 118 publishers’ market share is between 0.1% and 1%; 409 publishers’ market share is less than 0.1%. Although top market concentration is relatively low, the rest publishers share much smaller market share. Gap between those top publishers and the rest is getting bigger.
The private children’s book company Due to the particularity of China's publishing policy, private book companies can only cooperate with state-run publishing houses when publishing books. Private companies will use the ISBN provided by the publishing house, and the books will eventually
Table1: Top 10 Leading Publishers of Children’s Books in Retail Market, January – September, 2019 Publishers
Market Share
Rankings
The 21st Century Publishing House
3.76
1
Changjiang Children’s Publishing House
3.02
3
Sichuan Children’s Publishing House Dolphin Publishing House
Tomorrow Publishing House
Zhejiang Children’s Publishing House Shanxi Future Publishing House
Anhui Children’s Publishing House Changjiang Publishing House
Beijing United Publishing Company Accumulated Market Shares
3.36 3
2.54 2.48 2.48 2.47 2.13 2.02
27.26
2 4 5 6 7 8 9
10 --
Ranking Changes
Number of titles on selling
+5
3943
0 0
+1 +1 -4
+2 -4 -1
+1 --
6521 9472 2185 3505 5717 2299 4765 1156
3869
43432
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Table2: The 5 fastest-rising Children’s Publishers Publishers
Rankings
Ranking changes
Market Share
Number of titles on selling
Number of New Titles
Publishing Efficiency
Phoenix Fine Arts Publishing Ltd.
18
+42
1.39%
2316
206
1.04
Sichuan Children’s Publishing House
2
+5
3.36%
3943
373
0.72
Guangdong Tour Press
22
+23
1.27%
495
38
0.67
Shanghai Science Popular Publishing House
28
+34
1.01%
1032
57
0.66
Encyclopedia of China Publishing House
15
+12
1.54%
1775
157
0.53
fall under the name of a certain publishing house. Therefore, among the above-mentioned publishers, Changjiang Children's Publishing House, ranked No. 3, Shanxi Future Publishing House, ranked No. 7, and Beijing United Publishing Company, ranked No. 10, all have amounts of books from private book companies. Among the private children's books companies, Rongxin Education ranked first. The company is focused on publishing 0~12yearold picture books and pop-up books. Rongxin Education has established a children's book brand, Lelequ. Picture books and pop-up books for early child are the superior products of Lelequ. Shanxi Future Publishing House is the main publishing house that Ronxin Education works with. The market share of the company is 2.9%, and if competing with top10 publishing house, it can be ranked at No. 5. Its number of titles on selling is about 1,600, and more than 80% of that are imported. Our Body , a pop-up book imported from France is a best-selling book launched by Rongxin Education in 2012 and it is still on the best-selling list today. Similar pop-up books published by Lelequ have been widely acknowledged by the market. Dolphin Media is a children’s publishing company jointly established by the private book company Dolphin Cartoons and Changjiang Publishing & Media Group. Books published by Dolphin Media includes four categories: children’s literature, picture books, science and infant enlightenment. Both imported books and original books perform well. Dolphin Media has cooperated with international
brands such as Disney, Marvel, Picture Book Garden, Pearson English, Discovery Channel, etc. Apart from print children's books, Dolphin Media also take the leading position on the digital publishing business. There are some other outstanding private children's books companies, such as Thinkingdom Media Group Ltd. (owns children’s book brand “The Giving Tree”), Beijing Popular Culture Project Co., Ltd(owns children’s book brand “Kids Republic”). and Beijing CheerFly Co., Ltd (owns children’s book brand “CheerFly”). In general, the advantages of these private companies are mostly the imported picture books and various pop-up books, in which traditional publishers have no absolute predominance. The trend of parent-child reading has gradually risen in recent years, and Chinese parents started to value the importance of picture books. This trend has provided opportunities for private children's book companies. With a faster response and vitality, they have introduced a number of international classic picture books. Although many original picture books have appeared in recent years, there is still a long way to go before them be recognized by readers.
Different degree of participation in different category Competition in the children's book publishing is concentrated in several major sub-categories, such as Children's Popular Science Encyclopedia, Children's Literature, Picture Books, and Game Book. There are more than 400 publishers involved in these categories. This is
quite easy to understand that these categories generate biggest share in the market. This part of market is large and growing fast, so the risk of publishers involved in is relatively low. Therefore, most publishers have chosen these categories to participate in the market competition. Top10 children’s books are either children's literature or picture books. The fastest-rising publishers mentioned above are also focusing on popular science encyclopedias, children's literature and picture books. C h i l d r e n ’s l i t e r a t u r e i s a category that has been developed for years, and some professional children's publishing houses has traditional advantages of author and other resources. In this category, top publishers are mainly traditional publishing house and their positions are hard to shake. Picture books is a different story. Reading picture books is still new in China, so the earliest picture book in China can not be old than 10
years. In this case, newcomers also have some opportunity to compete with those professional ones. The truth is most best-selling picture books are introduced by private children’s book companies, such as The Giving Tree, Guess How Much I Love You, No, David!, etc. Both publishing house and private book company are now putting more emphasis on original picture books, but the private companies will maintain their advantage in this category by our estimate. Above two categories have the maximum market share in children’s book market, and they are also the main products of top children’s publishers. Children's Popular Science Encyclopedia is the category that still has no market leader, so newcomers would choose it as their first choice. As a consequence, there are 493 publishers that has participated in publishing this kind of books. It is the most competitive sub-category of children’s book market.
Chart1: Number of Children’s Books Publishers in Different Category
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Bologna Children’s Book Fair
What Are the New Changes in China's Children's Book Market in 2019?
By Wang Rui
Wang Peiyu, A Young Chinese Peking Opera Artist
Non-fiction, traditional culture, motivated students, live streaming ... These keywords have shaped the new look of China’s children's book publishing market in 2019. According to data from Jingdong, a book e-commerce company, sales of children's books account for more than a quarter of all paper books. In this huge consumer market, changes closely related to the times are happening quietly.
Non-fictional children's books are rising, and traditional culture continues to be popular. Children's literature, illustrated books, popular science encyclopedias and early childhood enlightenment books have always been the four pillars in the children's publishing sector, accounting for about 80% of children's book sales. However, since this year, children's literature, the leading part of children's books, has been showing signs of fatigue, although sales are still large. In terms of the sales, the head products of the children's literature sector are controlled by classic works and mature IPs, such as Charlotte's Web , Grimm's Fairy Tales , and the Little Zip series. Public domain works, especially those that have been selected as the recommended books for reading and the classic reprints of wellknown writers, rank first in the children's literature section. In contrast, new writers and works are less attractive.
In contrast to the slump in children’s literature, non-fictional children's books are rising. Popular science encyclopedia and traditional cultural readings have jointly occupied the half of the nonfictional children's book section, highlighting the importance parents attach to the cultivation of children's humanities and scientific literacy. The publishing houses also opened their minds in the planning and development of nonfictional children's books, and a number of new books with unique perspectives were published. For example, the Aerial China series launched by Hunan Children's Publishing House last summer was originally a large-scale aerial imaging documentary series, which allows audiences to know
China from above with brand new perspectives, showing Chinese historical and cultural landscapes, natural geography, and economic and social development and changes. The book Aerial China
expands relevant knowledge on the basis of documentaries and presents the breathtaking beauty of China not found in geography textbooks. From the popularity of
Bologna Children’s Book Fair
ancient poetry in recent years to the popularity of cultural relics, children's publishing industry keeps exploring in the field of traditional culture and focuses on the presentation with multiple media. Zhejiang Children's Publishing House cooperated with the famous Peking opera actor Wa n g P e i y u a n d h e r t e a m a n d launched the book series Peking Opera is actually very fun this year. At the beginning of the year of 2019, China’s first set of general education materials for young people ’s Peking Opera is actually very fun has been used by more than 20 schools. In September, the publisher also published Spending Three Minutes Learning Peking Opera with Wang Peiyu, which integrates traditional Peking opera with modern comics for the first time, and introduced a must-see 16 Peking operas in a humorous way.
There are a large number of motivated children, and most of pre-school books are textbooks and coaching books. As the birth rate of the population changes, the number of school-age children has increased, and competition for high-quality educational resources has led to a change in the direction of family education from "happy education" to"education battle". Books which can motivate children and make children learn have become a demand for children's books. One of the representatives is the textbook and workbook that focuses on pre-school education such as The Book for Four and
Five Years Old.
D i ff e r e n t f r o m t r a d i t i o n a l textbooks and coaching books, this type of "pan-educational textbooks and coaching books"mainly t a rg e t s p r e s c h o o l c h i l d r e n a n d mainly addresses the needs of family education. Its contents are mainly Chinese characters,
phonetic transcriptions, idioms, ancient poetry, and mathematical enlightenment. According to Jingdong's 2019 book consumption report, the proportion of preschool education books in children's books has increased significantly compared to 2018. The data from Dangdang shows that in the Shanghai area where kindergarteners and primary school students face intense competition,
The Book for Four and Five Years Old has become the favorite
reading material for parents to buy for their children. The popularity in the market has accelerated the development of the children's books market segment. A few years ago, concepts lik textbook and workboo "bridge books" were new in children's publishing, and now they have become popular. "Bridge books" specifically refer to the reading stage of the transition from picture books to literary books. Compared with children's literature books, bridge books have more illustrations and more lively forms. Compared with illustrated books, bridge books have more words and are suitable for preschool and primary school children. With the prosperity of picture book culture, bridge books with a transitional
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role have gradually been accepted by Chinese parents. Books with the keyword "bridge books" have reached hundreds of varieties in e-commerce. In fact, the educational competition is reflected in the early picture book reading stage. Whether it is an original picture book or an imported version, editors often need to refine "functional" keywords such as wisdom and enlightenment, emotional management, and habit formation as the main keywords. Can they touch the "pain points" of parents and become a purchasing decision key.
Marketing methods upgrade from live streaming to selling through KOC Tik Tok, live streaming, KOC ... These keywords for children's book marketing in 2019 all show the undercurrent of market changes. After several years of development, the "live broadcast + e-commerce" model has finally reached the field of children's books. Compared with traditional online lectures, live broadcasts have higher requirements on the communication ability of the anchor (the presenter). It is necessary to prepare enough "solid things" to intensively display the
characteristics and advantages of books in the shortest time. As a result, editors who are familiar with the selling points of books and who have more time are often more competent than authors in this sales job. In the second half of the year, summer vacations, new semesters, November 11th... the subsequent sales schedules have made live broadcasts of children's book publishing institutions more frequent. The social channels that have flourished in the past two years are quiet in 2019. The marketing of some newly published children's books is no longer just focusing on KOL (Key Opinion Leader), but is trying to reach KOC (Key Opinion Consumer), including the owners of the mother and infant community, children books’ mothers who are active in social networks, and so on. In addition, adding value-added services such as auxiliary audio and developing courses have also become a weapon for children's books to open up the market. At a time when the children's publishing market is becoming more and more mature, most publishing institutions will no longer focus on creating extremely hot goods as a marketing focus, but more on solid foundation work.
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Bologna Children’s Book Fair
To Build the "Oriental Port" of Global Children's Content
By Xing Mingxu Following the second China International Import Expo, the 2019 China Shanghai International Children's Book Fair (hereinafter referred to as CCBF) was successfully concluded on November 17, with more than 16,000 professional audiences and 35,000 public readers entering the Shanghai World Expo exhibition hall. In the second year of "hand in hand" with BolognaFiere, CCBF continued to fully draw on the international resources, exhibition experience and professional advantages of Bologna Children’s Book Fair, with frequent highlights in terms of internationalization level, setting of featured exhibition areas, planning and organization of professional activities. More than 60,000 new titles were exhibited at the exhibition, of which about 20,000 foreign titles, accounting for 30% of the total varieties. There were 345 reading promotion and professional exchange activities, covering more than 30 venues, such as schools, libraries, bookstores besides the main venue. "After two years of cooperation with Bologna Children’s Book Fair in Italy, CCBF has made great progress in attracting foreign exhibitors and displaying the latest children's book publishing achievements in the world, becoming an important port for the global content to converge in the east, and a successful attempt in cultural exchange between Italy and China." Alberto Manai, director of the Culture Department of the Italian Consulate General in Shanghai said. "In the future, CCBF will recruit more countries to build a bridge for children's content
exchange in the world. Meanwhile, CCBF will also focus on the effective combination of activities and exhibitions, so that exhibitors can get more comprehensive results." Said Donna Chai , general manager of BolognaFiere China Ltd..
Import Expo of Children's books To s o m e e x t e n t , C C B F has played a similar role in the international exchange and cooperation of children's book publishing industry as the Import Expo. I n l a s t y e a r ’s C C B F, t h e international resource concentration has been further improved. 418 exhibitors from more than 30 countries and regions participated in the event including Italy, France, Britain, the United States and Japan. Among them, there are about 200 international exhibitors, an increase
of 25% over the previous year, and more than 30% new exhibitors. The famous international publishing brand, such as French Baya group, Hachette publishing group, American Macmillan education group, McGraw Hill Education Group, Oxford University Press, Walker publishing group and Swedish Bonnie group were popular in the exhibition, their booths are always full of people. The number of copyright trade agreements reached also proves the popularity of the fair. According to the organizer, last year’s CCBF has reached about 1500 agreements on copyright trade between China and foreign countries. Among them, China Children's Press & Publication Group reached 96 copyright export intentions with publishers in Spain, Russia, Japan and other countries, "CCPPG Sunshine Library" series of original picture books achieved multilingual output; "Happy
Growing-up" picture books realizes the export to Malay and traditional Chinese after the export to English, Mongolian and other languages. As one of the host of the fair, Shanghai Century Publishing Group also achieved a lot, with Juvenile and Children’s Publishing House importing 105 titles and exporting 31 titles. Among them, the Spanish version and Russian version of t h e P o s t m a n o f B u l u o To w n , the Spanish version of the Boy's Complete Biography of Jarry and other books were signed on the spot; the Vietnamese version of 100,000 whys (the sixth edition), the Korean version of labyrinth were obtained by many countries. CITIC children was also not willing to be lagged behind. The "Muming series" new book conference which was held on the spot attracted a group of readers. According to reports, CITIC children
Bologna Children’s Book Fair
has realized 80 kinds of copyright export intentions, including the Concise History of China for Children, the picture book of The Journey to the West (traditional version). Zhejiang Children's Publishing House has also signed a contract with the international copyright agent ACL. Maxine tokelove, director of Booklife, said that this year the agency set a new record for the number of appointments and reached three trade agreements on the spot. Giovanna Ballin, international copyright and purchasing manager of Italy's corrini press, also said that she has gained a lot and is looking forward to participating again.
Industry’s "Wind Vane" At the same time, CCBF also provides a professional platform for peer cooperation and exchange at home and abroad through a series of forums, awards, works release, writers exchange and other activities, and strives to build a "wind vane" for the development of children's book industry. The official professional forums held at the exhibition site were almost full, including the report of global children's book market, the report of global audio book market , the release of China children's book publishing market data, the report of children's content
and reading industry investment. More than 70 speakers from the national professional field were on-site monitoring the children's book market, attracting numerous eyeballs. According to the report of global audiobook market , the potential of audiobook market is huge. In 2018, the U.S. market was nearly 1 billion US dollars, with a growth rate of 30% - 40%. The demand of Nordic consumers for audiobooks grew rapidly. In 2018, the growth rate of China's online audio users reached 22.1%, faster than the mobile video and mobile reading industries, and the children's audio market may lead the vertical audio segmentation market. 2019 children's reading and content industry investment report shows that market sinking, integrated development and IP derivative are still the focus of children's book publishing market in the future. For the future trend of children's content and reading industry, the report makes the following judgments: first, the children population keeps growing, and the market scale further expands; second, the policy supervision will be stricter, and the layout of K12 campus content will be dominated by state-owned capital; third, the technology driven business model reform will give birth to new investment logic;
fourth, the high-quality content will become the segmentation leader of pay for sound knowledge. Finally, the value of the text will not disappear with the change of technology. On the contrary, with the importance of intellectual property being highlighted and the further awakening of users' legitimate awareness, the value of high-quality content will become the source of blood supply for children's content in the head. Philippe werck, chief executive of Clavis publishing, said, "this year is the seventh time we have participated in CCBF. Although we are very busy during the exhibition, I still try to listen to every professional forum, which benefits me a lot. "
“Reading Compass” for Local Readers During the exhibition, parents and children showed a strong passion for reading and purchasing. It is understood that children's picture books, popular science, literature books, handmade and children's enlightenment books are the most popular among readers. A batch of good books represented by My Stone Heart Dad, published by Juvenile and Children’s Publishing House, were very popular on the spot. In addition to being able to sell good books, a number of interesting
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exhibitions are another important reason why young readers love the show. Among them, the "Magic World of Books" three-dimensional book exhibition has become a highlight of the exhibition with 130 collections in 10 historical stages, from the 1932 American version of "the adventures of puppets" known as "the first real three-dimensional book", to the design of "Alice in Wo n d e r l a n d " w i t h a r c h b r i d g e shape, and the "Monkey King" made of new plastic materials produced in China in recent years , many exquisite three-dimensional books let children immerse in the imaginative and aesthetic micro world. Outside the venue, CCBF's "city linkage" project broke the venue restrictions of the exhibition and spread the gathered high-quality writers and works resources to the whole of Shanghai. During the threeday exhibition, Chinese and foreign writers, illustrators, artists and other guests frequently traveled among children's libraries, bookstores, theaters and art centers in Shanghai to interact with children and add their own touch to the children's book carnival. With the deepening cooperation with BolognaFiere, it is believed that CCBF will become a broader platform for "going out" and "bringing in" of Chinese children's book culture.
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Bologna Children’s Book Fair
FLTRP:A Renowned Foreign Language Books Publisher in China
Korky Paul in China
By Wai Yan Foreign Language Teaching and Research Press (FLTRP) is a renowned foreign languages publisher in China. A s o n e p a r t o f F L T R P, C h i l d r e n ’s P u b l i s h i n g s e r v e s children’s Chinese and English reading from 0 to 18 years old with its segments:
1.English language early learning readers, phonics readers and graded readers For English language readers,
LiSheng English Reading module
has a holistic reading system from preschool reading to phonics and
graded reading, with its goal to help children learn to read and read to learn. To help children learn phonics, FLTRP introduced phonics course books and readers, like Songbirds Phonics from Oxford University Press, Jolly Phonics from the UK, Bob Books from the US, to Chinese children. FLTRP also creates English graded readers to match the needs of Chinese children. According to teachers in public schools, they don’t know how to supplement textbooks with graded readers, and they find the graded readers from the native English speaking countries are not adaptable for Chinese children. That’s how FLTRP brought LiSheng Polaris Graded Readers t o t h e
public’s sight. LiSheng Polaris Graded Readers are created by authors of Oxford Reading Tree and
internationally renowned illustrators. They are topic-based. Teachers can easily find the right readers to match the topics of the textbooks, and they are cognitively, culturally and linguistically suitable for Chinese children. When published, it was a hit among teachers. With the success of LiSheng Polaris Graded Readers , FLTRP further creates LiSheng Polaris Phonics Readers to match various kinds of textbooks in China. Each title is an engaging story for children, highlighting 1-3 sounds. As a collection of 72 titles, LiSheng Polaris Phonics Readers cover all the 42 sounds in English.
FLTRP is also an educational service provider. It has introduced English phonics and reading courses to primary and high schools and training centers across China. To help teachers fully utilize books in the classroom, numerous training sessions for English teachers and teacher trainers have been organized. Each year, FLTRP conducts more than 80 seminars and holds two national training conferences for about 25,000 teachers.
Bologna Children’s Book Fair
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2.Picture books FLTRP has published many picture books in Chinese language, for example, Winnie the Witch series, and The Gruffalo . FLTRP works with social media platforms, national chain picture books institutions, authors and illustrators to broadcast WeChat-based talks and courses to hundreds of thousands of subscribers, to offer story-telling activities and to organize interactive lectures and autograph sessions. For example, Korky Paul, the illustrator of Winnie the Witch series, has been invited to give lectures to many primary schools and kindergartens all over China.
3.Cartoon books For cartoon readers, puzzle and story books like classic Chinese Cartoon (e.g. Monkey King), bilingual preschool books like Thomas , Barbie and My Little Pony are the focus.
4.Children’s novels FLTRP commits itself to bringing classic literature for primary and middle school students, for example, Mudpuddle Farm , Uncle Leo’s Adventures and Shen Shixi and His Favorite Animal Novels.
5.Science books FLTRP also publishes children’s science books, like National Geographic Kids and I am Crazy about Math, to develop children’s knowledge of language and science from an early age.
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Bologna Children’s Book Fair
Make Continuous Efforts to Import and Export Books
Heihe, a children's literature writer who is good at writing animal stories
By Zhang Aining Jieli Publishing House, which w a s founded in 1990, commits to publishing readings for youth. After 30 years of culture and capital accumulation, the publishing house has continued to grow and develop, and has established a good brand among a lot of readers. Over the past 30 years, the publisher has always adhered to the publishing concept of “letting Chinese readers read with readers in the world and letting readers in the world feel China ’s splendor”, and introduced many books that can fill the gaps in the Chinese book market, while also allowing Chinese original books to be reviewed by the market on the international stage.. In the process of importing and exporting books, the publisher makes its readers satisfied. In terms of letting Chinese readers read with readers in the world, the publisher chooses the best books and introduces excellent foreign children's books to Chinese children. Bai Bing, the editor-inchief of Jieli Publishing House, said in an interview, “Our responsibility is to introduce the best children's books in the world to China, so that Chinese children can read highquality children's books in a timely manner. This is important to cultivate their international vision and their ability to participate in international competition in the future."To this end, the publisher has introduced and published the Usborne Children's Encyclopedia in 2004. As of 2016, the publisher has published 5 series and 28 types of books. Although there are not many varieties, each
book has been made additional copies. In 2015, Usborne began to seek strategic partners in China to exclusively publish Usborn's children's books. Knowing this news, Bai Bing quickly issued clear instructions to the department of International Cooperation and expressed the cooperation intention to Usborn. After half a year of strategic cooperation negotiations, Jieli Publishing House successfully became a strategic partner of Usborn Publishing Company, and their cooperation has also become a
typical example and a good story of publishing business cooperation at home and abroad. In addition, Jieli Publishing House is also committed to making readers in the world feel China's splendor. In December 2005, the animal novel Black Flame created by the animal literature writer Heihe was published in Jieli Publishing House. This is Heihe's first animal novel and the first time Heihe cooperated with Jieli Publishing House. During the following 14 years of cooperation, the publisher successively published Heihe's novels Wolverine River and
Season of Life , novella collection
Heihe Animal Literature Series and Heihe Animal Literature Collection and 30 more books. After years of cooperation and hard work, Heihe ’s works which were created in simplified Chinese have been sold in 900,000 copies. The copyright has been exported to 7 countries including Canada, France, Germany, the United Kingdom, South Korea, Vietnam, and Egypt. The beautiful and mysterious grassland culture of northern China can be known by more foreign readers. In June 2019, Black Flame stood out among 980 entries in 19 countries and won the novel award of the 3rd "Bianchi I n t e r n a t i o n a l L i t e r a r y Aw a r d " . “Publishers should be a bridge of international communication, and set up a bigger stage for excellent writers and excellent works,"Bai Bing said. Jieli Publishing House has always maintained its brand advantage, talent advantage, resource advantage, channel advantage and good international reputation. The publisher actively adjusts ideological differences at home and abroad, pays attention to digging out the textual value and cultural value of books during the process of “import”, looks for works that conform to C h i n e s e i d e o l o g y, u n d e r s t a n d s cross-cultural communication when “export”, spreads Chinese culture and Chinese values in a subtle way, and enhances the appeal and affinity of Chinese culture. In the future, Jieli Publishing House will focus on publishing original picture books (including novels and fairy tales), original children's literature, original popular science books, and books of Chinese studies for children, and strive to make it develop rapidly in the international market.
Bologna Children’s Book Fair
Happy Birthday! Mr. Octopus Mr. Octopus Sells Umbrellas • • • •
Vision Book of Inks for Babies (4 Titles) • • • • •
Author: Han Xv Size: 210mmx210mm Retail Price: ¥35.00/¥42.80 Age: 2-5
Creative collage to know numbers, colors and animals
A wonderful combination of ink art and vision enlightenment, a picture book series for babies’ visual development during their key period!
(tentative)
• • • • •
Wolf Cub Fenrir and I
(6 Titles)
Author: Chen Jiatong Size: 210mmx148mm Retail Price: ¥168.00 Age: 7-12
A legendary inspiring story about animalto-human transformation, rights sold to UK, USA, Germany, France and Mexico
Borderless imagination and uncontrollable laughter
• • • •
Author: Chang Yi Size: 210mmx148mm Retail Price: ¥100.00 Age: 9-12
A story combing reality with imagination, giving an imaginary reading experience to children who like dreaming!
A General History of Chinese Technology and Science
The Master of Memory Series (5 Titles) • • • •
Author: Zhuang Haiyan Size: 210mmx148mm Retail Price: ¥140.00 Age: 7-12
An adventurous fantasy smartly combining fantasy world and practical memory approaches
Author: Blackcrane Size: 210mmx148mm Retail Price: ¥29.80 Age: 7-12
A story about a caught wolf cub returning to the nature
(tentative)
Li Kankan: Dreams on the Self-study Course (4 Titles) • • • •
Author: Liu Xushuang Illustrator: Li Qingyue Size: 250mmx275mm Retail Price: ¥46.80 Age: 4-6
A picture book presenting the primitive ecology of Dong Village in Guizhou Province, enriching the spirit of children with national culture!
White Fox Dilah Series • • • •
Author: Peng Yi Illustrator: Tian Yu Size: 285mm×210mm Retail Price: ¥39.80/¥42.80 Age: 5-8
• • • • •
接力广告
I Fight of My Mom with 32 Nightmare Goblins
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Looking for Golden Rooster
(tentative)
I Fight off Nightmare Goblins with 32 Farts
Author: Bao Dongni Illustrator: Zhu Ying & Zhu Zongshun Size: 215mmx215mm Retail Price: ¥159.20 Age:0-3
2020
(Youth Edition) (6 Titles)
• • • •
Author: Jiang Xiaoyuan Size: 285mm×210mm Retail Price: ¥238.80 Age: 13-18
A set of books that could make you understand 5000-year development of Chinese science and technology
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Bologna Children’s Book Fair
Mission to Bring China’s Children's Books to the World
Cao Wenxuan, a famous writer in China who had won the Hans Christian Andersen Award
By Tan Huanyu As China’s oldest (founded in 1951) and most influential children’s publishing press, China Children’s Press & Publication Group has very strong comprehensive strength. CCPPG publishes over 1,500 titles annually with over 600 new titles, covering a full range of picture books, story books, comics, fictions and non-fictions, activity books, etc. CCPPG attaches great importance to the original children’s books. In recent years, 90% of its new titles are original. In this way, the group has accumulated a variety of premium contents and this laid a solid foundation for China children’s books to go global. Up to now, the total number of copyrights exported by the CCPPG has reached to 2,289, within it 460 of copyrights were exported in 2019. “CCPPG Sunshine Library” is a brand that focusing on original picture books. Books under the brand always pursue the perfect combination of story and picture. It has published more than 200 titles of picture books, 90% of which have already had its copyrights exported to Canada, US, UK, New Zealand and etc. For example, A Feather has been introduced to the US, and the US version has won a prize (OIB) issued by USBBY. A Feather is an exquisite collaboration between Chinese author and foreigner illustrator. The author, Cao Wenxuan, is a Hans Christian Andersen Award winner, and he has written quite a lot children’s literature works with high popularity in China. The book’s illustrator, Roger Mello, also a winner of Hans
Christian Andersen Illustrator Award, is a Brazil artist. Nowadays, this kind of collaboration is pretty common in China when comes to the creation of picture books. With abundant of outstanding writers, China is a little bit weak in illustrations. Though both the government and press strongly advocate original picture books, there still has some way to go. In the near future, CCPPG will keep working with world’s excellent illustrator to
tell the great stories from China . “Plants vs. Zombies ” is an original Cartoon comic series. The series has been successfully introduced to many South East Asia countries and became bestsellers. In 2018, CCPPG has completed the acquisition of Milly and Molly Publishing Group in New Zealand. Thereby, CCPPC entered a new stage of development of “going abroad”. “We bring a new Chinese girl lily to the 'Milly and Molly'
series of books, which greatly enrich the topic and content”, Sun zhu, , the president of China Children’s Press & Publication Group (CCPPG), told the journalist. The new “Milly, Molly and Lily ” series of books has been published a total of 60 copies, and already been introduced to Arabic, France, the Netherlands and etc. As for copyrights importing, CCPPG mainly imported global classic children’s books and books that has unusual subject in the domestic market. There were quite a few examples: The Adventure of Tintin , Le Petit Nicholas books as well as Astrid Lindgren’s works. At the same time, CCPPG also imported some best-selling contemporary children’s literature, such as Warriors, Survivors Series, and some classic picture books. The Adventure of Tintin has been introduced by CCPPG to China for many years. As Sun Zhu said, “We have been always paid attention to the copyright maintenance by keeping efficient communication with the copyright owner. In 2019, the year of 50th anniversary of human moon landing, the copyright owner planed and published its anniversary edition of French. In our side, we selected the books that has moon-landing related stories in the series and binding in one book. Fans of Tintin and outer space stories would find this special anniversary edition in the store.” “We will continue to take an active part in Bologna International Children’s Book Fair in 2020. We have missions to help China’s highquality children’s books to go abroad and make its own contribution t o t h e w o r l d ’s c h i l d r e n ’s b o o k development.” said Sun Zhu.
Bologna Children’s Book Fair
中少广告
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Bologna Children’s Book Fair
Telling Chinese Stories to the World ——Hunan Children's Publishing House Actively Explores New International Cooperation Models
By Zhang Aining Civilizations become splendid because of communication, and children are happy because of knowing each other. Hunan Children's Publishing House, with an open and inclusive mind, has been committed to publishing high-quality children's books for many years. It has published Global Children's Literature Collection , Warm Picture Books , Frog and other brand book series, published Ah Lian , Goddess , Famous Writer's Childhood and other awardwinning books. It has built in-depth cooperative relationships with Cao Wenxuan, Qin Wenjun, Tang Sulan, Yang Peng, Deng Xiangzi, Mei Zihan, Mu Ling, Zhou Jing and other children's literature writers. Each year, it launched nearly 200 kinds of original picture books, original children's literature, and original popular science books. Tens of millions of books are published each year. It has hundreds of millions of children readers in China and has a good reputation in the publishing industry. Hunan Children's Publishing House relies on a strong content foundation and product strength, so its copyright undertaking has also continued to develop. Through institutional mechanism innovation, talent training, and international product development, a copyright cooperation system with characteristics of Hunan Children's Publishing House has been established and the multidimensional innovation of copyright cooperation system has been continuously promoted. First of all, in terms of
cooperation content, the publisher highlights two sections: "telling Chinese stories to children" and "designing creative children's books". From folk tales such as Chinese
National Festival Customs Story Gallery and mythical stories such as Chinese Picture Stories , to inspirational stories such as Storytelling Is Better Than Reasoning which was just exported
in 2019, Hunan Children's Publishing House’s exported books pay special attention to telling Chinese stories to children in the world. At the same time, some novel creative books and exquisite common sense books are also popular in Southeast Asia and Arab countries. Secondly, in terms of the focus of cooperation, the publisher focuses on highlighting famous Chinese writers in the output content, and adheres to leadership in the market in the content introduction. For example, the exported books include the well-known children's literature writer Qin Wenjun's fantasy novel Prince's Adventure series, Deng Xiangzi's growth novel Run Like Wind , and the series of fairy tale works by best-selling fairy writer Wa n g Yi m e i . W h e n b o o k s a r e introduced, it is based on whether books sell well abroad as its important reference standard. Many excellent imported children's books, after undergoing a certain localization process, can still have a relatively good market performance in China. Thirdly, in terms of the areas of
cooperation, the publisher works hard for the “Belt and Road” countries. Tang Sulan's Picture Book Series published in 2016 was created by Tang Sulan, and the illustrations were drawn by artists from Southeast Asia such as Singapore and Malaysia, thus starting the journey of the Maritime Silk Road of Hunan Children's Publishing House. In 2017, the maritime silk tour of Hunan Children's Publishing House’s picture books passed through Southeast Asia and went west to Italy. Maritime Silk Road Art Picture Book uses Fang Suzhen, Xiao Yan and other domestic writers to create stories, and Italian, Philippines and other foreign illustrators to draw illustrations, and once again realizes the friendly cooperation of literary arts and illustration arts in different countries and the blending of different cultures and ideas, the international manuscripts once again demonstrated vitality and practical value. F o u r t h l y, i n t e r m s o f t h e depth of cooperation, it is gradually advanced from project cooperation to strategic cooperation. The publisher’s introduced categories range from single-species cooperation to series book cooperation, from project cooperation to long-term strategic cooperation with foreign institutions, and cooperation has gradually deepened. For example, Hunan Children's Publishing House and Highlights have signed a strategic cooperation agreement because of
years of cooperation and mutual trust. In terms of output, more than a hundred kinds of output results each year have also deepened ties with foreign publishing institutions, especially with South Asia and other publishing institutions. Taking Tang Sulan Picture Book Series as an example, English, Sinhala, Tamil, Nepali and other languages of this book have been launched, covering the United States, the United Kingdom, Canada, Australia, New Zealand, Singapore, Sri Lanka, Nepal and many other countries. Fifthly, in terms of cooperation exploration, large-scale activities are used as platforms to find new cooperation spaces. The Fourteenth Asian Children's Literature Conference held in Changsha, China in August 2018, and “the books of Hunan Children's Publishing House in Africa--the Arabic version of The Stupid Wolf Stories ’ signing ceremony” was held at the Algiers Book Fair in October 2018. “Letting the world understand China, and letting the children's heart illuminate the world- Hunan Children's Publishing House's ‘Going Out’ Book Exhibition” was held in Beijing in August 2019. They are not only a display of the results of international cooperation, but also establish a better communication platform and cooperation space for publishers of children's books at home and abroad. Hunan Children's Publishing House's international publishing actively integrates with the tide of international cultural exchanges and the reorganization of the new international children's book order. It continuously edits and publishes high-quality children's book products.
Bologna Children’s Book Fair
自己的微信
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Bologna Children’s Book Fair
Building the Road to the World and the Future
By Zhang Aining For many children, Xinjiang provence may be mysterious and distant. However, Xinjiang Children's Publishing House has always been in the front line of publishing, tapping the unique cultural themes of Xinjiang, feeding Xinjiang with high-quality content, and gradually approaching every child with its strength. Listen to and accompany every child with the power of words and pictures, and the power of nature and culture. Xinjiang is a border province in China with vast land and many resources. High logistics costs, a small urban population, and a small service population are always the major problems that restrict the development of Xinjiang Children's Publishing House. However, from the perspective of content, Xinjiang's creative themes are very rich. The Silk Road, the legends of the Western Regions, desert oasis, ethnic minorities, and so on are all topics worthy of indepth exploration. However, Xinjiang lacks the ability to create and transform content. Therefore, Xinjiang Children's Publishing House has been in Beijing in recent years, and is committed to gaining China's high-quality publishing resources and making accumulations and preparations for the future nurturing of Xinjiang. Xu Jiang, president of Xinjiang Children's Publishing House, said: "We lost for five years and realized the breakeven in the seventh year. In the process, we also received social support and developed better and better." Xinjiang Children's Publishing House has been working hard to build three bridges-one bridge from history to the present; one bridge
from China to the world; and another bridge between the present and the future. In the long history of China, many gods and beasts were born. Xinjiang Children's Publishing House tries to make them fade away from the majesty and interact with the children in fantasy stories as friends. Xinjiang Children's Publishing House attempts to build a bridge to the present, starting with ancient myths and Chinese history.
The series of Little Divine Beast • Original Chinese Fantasy Stories was born under such thinking.
The author of the series, Yan Haijing, is a writer who dreams for children. With love as the background, dreams as wings, and children's growth as the driving force, she has constructed one fantasy world after another. In the world she builds, you will find a fox who explores the world because she loves theater; you will find a group of little foxes who like pranks but can use moonlight to make people have perfect faces; you will find cuckoos and foxes who are unwilling to sacrifice children of humanity to save her child ... In her world, children will find warmth, beauty and kindness, and find the power to grow.
Xinjiang Children's Publishing House also tries to show the children of the world to China. In this way, they set up a second bridge. In 2017,Xinjiang Children's Publishing House invited the French painter Isabelle Simler to come to Xinjiang to collect inspiration and create a picture book Looking for Butterflies on the Silk Road showing Xinjiang characteristics. "Desert Oasis" Turpan, "Wonderland on Earth" Kanas, “Ancient City on the Silk Road" Kashgar, strange things, wonderful scenery, thousands of years of culture, unforgettable people ... Isabelle witnessed ancient and mysterious civilization and unique local customs of China's vast northwest area; the fusion of popular science and art shows children a fresh and unique silk road journey and a life course explored for their dreams. Looking for Butterflies on the Silk Road has been published in France, Japan and other countries. The third bridge is that Xinjiang Children's Publishing House starts from excellent picture books, explores the feasibility of education and teaching, and creates a better future for children. I Have Friendship For Rent is a landmark picture book in China's original picture books. In 2018, the total sales of this picture book in China exceeded 1 million copies, becoming the first original picture book with a million sales in the history of Chinese picture books. The kind and cute gorilla in the picture book will let the children know that friendship cannot be measured by money. Based on this picture book, Xinjiang Children's Publishing House has invited educational experts in children's drama research, music education, preschool education and
other fields to re-enact the picture book story. Starting from reading, drama and other perspectives, it intends to mobilize children's imagination and creative ability, and gradually guide children's cognition and aesthetics, and bring the children closer to the picture book story. It shows the possibility of picture book teaching practice for teachers and parents, and also provides a reference for characteristic teaching courses for lower grade teachers. It not only conveys the meanings of "companion", "love" and "friendship" to children around the world, but also expands the significance of education and teaching. The value of publishing houses lies in the inheritance and communication of culture. Not mentioning publishing tens of thousands of books, various important awards, educators and mentors, and linguistic and cultural barriers, Xinjiang Children's Publishing House is willing to be a listener and a companion in front of children. The publisher listens to the voices of the children and turn them into stories. Xinjiang Children's Publishing House looks forward to building a happy and warm paradise for every child in the world. In that paradise, there are ancient and mysterious legends of the East, scenery of thousands of worlds, historical and cultural fragments, and infinite hope for the future. After leaving this paradise, the children returning to reality have more courage to live in the reality. Eternity is the fusion of history, present and future. Xinjiang Children's Publishing House is committed to showing the history and future of the children, but the road requires the children to take by themselves.
Bologna Children’s Book Fair
新疆广告
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Bologna Children’s Book Fair
To Promote the International Publishing and Enhance the International Influence of China's Children’s Books
By Wu Xiaohong Phoenix Juvenile and Children's Publishing Ltd is dedicated to the publication of outstanding original children's books, and has been hailed as "the outstanding publisher of publishing original contemporary Chinese children's literature" by the industry. In recent years, the publisher has explored the layout and systematic planning of the international publication of children's books. On the one hand, the publisher has strengthened the overseas promotion of original children's books to make excellent children's books products available to more countries and regions. On the other hand, it actively builds an international edition trading platform and an international drafting platform to promote the continuous upgrading of copyright and content exchanges. At the same time, it actively organizes and participates in international academic and cultural exchanges in the field of children's publishing and reading, strengthens the international display of Chinese original products, and enhances the international influence of Chinese children's books. High-quality content is the core force of original children's books that spans time and sells across national borders. It is also a key factor in overseas promotion
and copyright export. As Wang Yongbo, president of the publishing house said, “The copyright export of children's publications cannot win by quantity, but by outstanding and influential works."Among them, Chinese masterpieces have an exemplary and leading role that cannot be underestimated. Therefore, in the process of achieving the international publication of children's books, the publisher has always placed the creation and promotion of masterpieces at an important position. International Hans Christian A n d e r s e n Aw a r d w i n n e r C a o Wenxuan's novel Bronze Sunflower tells the story of the growth of rural boy bronze and urban girl sunflower. Since the publication in 2005, it has aroused widespread social concern and touched countless readers. It has won many national awards including the "Five One Project", was printed more than 300 times, and sold millions of copies. At the same time, the publisher seized the opportunity to launch the book's international promotion plan in due course. At present, the book has been translated and introduced to 19 countries including South Korea, France, Germany, the United Kingdom, the United States, Italy, and India, and has become a literary original masterpiece with global influence, and a "phenomenal" product in international publishing. Bronze Sunflower, as a representative of China's contemporary high-quality children’s literary works going international, issued a strong voice of the era of children's books
going abroad, and made a positive contribution to enhancing the international influence of Chinese culture. The famous children's literature writer Huang Beijia's work I want to be a good child is also a successful case of the copyright promotion of the publisher. Since its publication in 1996, the book has been reprinted more than 300 times and sold more than 5 million copies. With the promotion of the publisher, its copyrights have been exported to France, Switzerland, South Korea, Vietnam and many other countries. In the long-term publishing practice, the publisher gradually formed an advantage section of publishing original children's literature, especially the original children's literature products based on realistic themes. Relying on this advantageous platform, under the favorable situation of "going out" of children's literature masters such as works by Cao Wenxuan, Huang Beijia, Jin Bo, etc. The publisher further accumulates resources in content, platforms, channels, talents, management, and publicity, strives to discover, cultivate, and support young and middle-aged writers, and continues to introduce new works by new writers to achieve sustainable development. After hard work, a group of outstanding young and middleaged writers such as Han Qingchen, Wang Yimei, Guo Jiangyan, Xiaohe Dingding, Zhao Ling, Brush, Cao Wenfang, etc., have emerged in the original children's literature field, and a large group of young and middleaged writers formed. A large number of localized novels such as Because of Dad, Flood, Hehuan Street and A Girl Grazing Cranes have been published.
These works cover a wide range of topics, reaching all aspects of children's lives, reaching the nuances of children's mental world, and the book's contents show children's temperature and softness, so they are popular with young readers. The publisher also used international manuscripts to create international products, and directly i n v i t e d a u t h o r s f r o m d i ff e r e n t countries to create under the same theme. This is the publisher’s major exploration of the publishing original children's literature under the concept of international publication. Regarding this "theme", it proposed three key words from the literary level: childhood growth, exotic culture, and common theme. For example, the opening work of "The Beautiful Childhood International Children's Fiction Book Series", Travel at Fourteen years old , was created by the Italian Andersen Award-winning writer Guido Sgardoli, and it holds global copyright. After the book was published, it was included in the "China Good Books" annual list in 2018, and the copyright was exported to Vietnam and ASEAN countries such as Malaysia. “This is based on our original cultivation ability, and coordinate the children's literature creation resources from a global perspective,"Wang Yongbo emphasized, "We still need to improve our originality ability, improve the quality of original books, and export high-quality original books. Only by doing so, can we have more innovation of international publishing. "
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Huang Beijia: To be heard by the World
By Zhong Xiaoyu Huang Beijia was born in Rugao, Jiangsu Province in 1955. In 1977, she was admitted to the C h i n e se Department of Peking University, where she started her literary writing practice, and created short stories that are still loved by readers today, When the Reeds Fly, Boat, Boat, A Rabbit, etc. In 1984, Huang Beijia, who was under 30, was transferred to the Jiangsu Writers Association and became a professional writer. Since then, she has written nearly 5 million words in adult and children's literature. From a young writer, she became a well-known writer throughout the country, and once served as the vice chairman of the Jiangsu Writers Association. As a writer in the field of adult literature and children's literature, Ms. Huang Beijia's works have epoch-making significance in China. In the world's most populous country, her name and works have always affected nearly 400 million children. Her works are emotional, affectionate, and talented, and she describes the lives of Chinese children today. Ms. Huang Beijia's children's novels include I want to be a child, I'm a flag-raiser today, I'm flying, A floating dog, Kiss my mother, You are my baby, Ai Wan’s Narcissus, Yu Bao's World, Children's Eyes, Bumblebee Flying and so on. These works are almost all bestsellers,
regular sellers and classics. They touch on rich and profound themes and present children's lives in China in a panoramic view. The focus of each work has not been repeated. Each work provides a new perspective for the theoretical and reading communities, and motivates children from generation to generation. One of Ms. Huang Beijia's masterpieces, children's novel I want to be a good child, has been reprinted more than 300 times and has sold more than 5 million copies since it was published in 1996. More than a dozen of her works have been included in official and unofficial language textbooks. Not only that, her children's novels have been on the list of the most important literary awards in China for many times. Multiple awards included"Five One Project" award, the China Publishing Government Award, the Outstanding China Publication
Award, and the Outstanding National Children's Literature Award. Films, TV series and dramas adapted from these works have won the International TV Festival "Golden Box" award, Chinese film Huabiao
award, Chinese TV drama Feitian award, etc. In terms of international influence, Huang Beijia is not only one of the earliest Chinese writers to export copyrights in nonChinese speaking countries, but also exported most various works. Her works have been exported to France, Switzerland, South Korea, Vietnam and other countries, with more than 50 varieties exported. With her distinctive characteristics of the times and strong humanistic atmosphere, her works continue to reach many countries and regions in the world, and have made a profound impact overseas. In 2002, the European Commission copyright of I want to be a good child was purchased by Philippe Picquier which is very optimistic about this work, not only launched the standard 32 version, but also launched pocket books according to market needs. This was a very rare recognition of exported books at the time and today. During the reading activities of the Swiss Publishers’ Literature Festival in 2008 and the Leipzig Book Fair in Germany, readers not only expressed a strong love for Huang Beijia's works, but also expressed great appreciation for her elegant and wise speech. At the new book conference of the Seoul International Book Fair in South Korea, Huang Beijia made a theme report entitled "I hope my work can enter the hearts of South Korean children", which aroused a warm response from readers and local media. South Korean media commented that Huang Beijia is the most affable Chinese writer. At the 2009 Greek Book Fair, Ms.
Huang Beijia, a famous writer in China
Huang Beijia, as the representative of Chinese writers, recite a snippet of her new work Families for readers. In 2012, Ai Wan's Narcissus Ball was selected into the "China's 3 0 C h i l d r e n ' s L i t e r a r y Wo r k s Publication Project in the last 100 years" planed by Korea Baolin Press, and was listed as the first batch of books to be published. At the Beijing International Book Fair in 2013, Korea Baolin Press released a special promotional video of Huang Beijia's works. The president of Baolin Press said that the narrative style of Huang Beijia's works can resonate deeply with readers. It is a very meaningful thing for Both Korean children to understand the growth of Chinese children through her works. Former Chairman of the International Hans Christian Andersen Prize Jury, Ms. Maria Jesus Keel, had a cordial conversation with Huang Beijia at the literary exchange meeting and expressed her high appreciation for her creation. It can be said that Huang Beijia's works are both local and international. Her growing global influence is due to her deep love and surging creative abilities.
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To Inspire Children’s Imagination ——Anhui Children's Publishing House Focusing on Good Works
By Liu Tingting With the development of the industry and the changing needs of readers, children's publishing has gradually diversified. How to set the direction in the market has become a problem for Chinese children's p u b l i s h i n g h o u s e s t o c o n s i d e r, and Anhui Children's Publishing House is one of the best performer. According to Xu Fengmei, president o f o f t h e p u b l i s h e r, i t m a i n l y focuses on 6 directions: children's literature, picture books, books for young children, popular science, humanities, and animation. "We need to focus on launching more good works in the publishing field that we are good at," Xu Fengmei said. It is this focus that makes this publisher launch such excellent works as the Animal Transformer series. In 2019, a film "Wandering Earth" made science fiction exceedingly popular in China, which not only became a miracle in the history of Chinese film, but also caused heated discussions in the whole society. Driven by this popularity, the creation and development of science fiction works also ushered in a new spring. Science fiction works are often created by imaginative writers based on science and technology, and use science and technology elements to build a surreal world, and then expand the possibilities of the future and inspire the search for the ultimate meaning. Reading science fiction is fascinating, so science fiction is one of the most popular literary forms for children, both in the East and the West. With the introduction of the New National Scientific Curriculum
Standards in 2017, primary and secondary schools across the country have designed and launched new science lessons, and used science fiction works as important reading materials for the new curriculum. And science fiction works have been repeatedly selected in various exams in recent years, which also proves that the national education department attaches great importance to science fiction works. Science and technology is an important symbol of modern society, which affect and penetrate all aspects of social life. Science fiction comes out of science and technology. It not only represents people's expectations of social development, but also reflects people's philosophical thinking about the world and themselves. Whether in China or internationally, most science fiction works are aimed at adult readers. The technical worries and extreme environments common in science fiction stories, especially the dark, absurd, and horrific plots, are generally considered inappropriate for children to read. From the perspective of readers' reading thresholds alone, young readers who have not studied related knowledge systems may be struggling when faced with a "new world" based on complex theories. Therefore, science fiction suitable for children must be different from science fiction for adults, and must be works created based on the principles of children's thinking. In the field of children's science fiction in China, there is a wellknown representative who is Yang Peng. He is the first writer who signs a contract with Disney in China and a best-selling author whose works have
been sold for tens of millions yuan. He has been included in the "Chinese Writers Ranking" for 5 consecutive years. His annual book sales rank among the top five in various rankings, and he has published more than 100 works with a total of more than 10 million words. Total book sales exceeded 40 million copies; won more than 30 national awards, such as the "Five One Project" of the Central Publicity Department, "China Science Fiction Galaxy Award", "National Excellent Science Popular Works Award", "National Excellent Popular Science Works Award", "National Book Award", and Song Qingling Children's Literature Award; more than 20 works have been translated into English, French, Japanese, Korean, Arabic and other languages, and published overseas. Representative works include children's books Daddy in the Pocket , Three Musketeers on Campus , Fantasy King Adventures, etc., cartoons "Young Di Renjie", “Thousands of Questions", "Fu Wa", etc., China's first large-scale science fiction drama “Bring Green Home “ and other theoretical monographs cartoon narratology and science fiction typology and so on. A series of juvenile science fiction "Animal Transformers" created by "FANTASY PLANET LLC”, a company established by Yang Peng in New Jersey, USA, suitable for children aged 6-14, were published in Anhui Children's Publishing House, and officially in September 2019 Available. This book program joins the world's best children's book writers and science fiction writers to create more than 100 types. More than 10 types have been completed and 6 types have been published.
The "Animal Transformer " series tells the story: In the future, due to an accidental astronomical event, many 12-year-old children on the Earth suddenly have the superpowers of animals. Some of them can fly in the sky like eagles, some can run as fast as leopards, some are as powerful as bears, and some can swim in the sea like whales ... Their super powers have caused uneasiness among ordinary people and also attracted the attention of some evil scientists. In order to protect themselves, prevent the plots of evil forces, and save the world, under the leadership of scientist Dr. Qin Guan, they formed the "Animal Transformers Alliance", which opened their coolest and most imaginative Series of stories. This is a set of science fiction works tailored for children. The spectacle in the story is amazing, and the section of "Dr. Qin's Science Class" is also thoughtfully interspersed between the chapters of the book. Interpretation of sci-fi elements such as genetic mutations, artificial intelligence, and animal superpowers reflects the friendship and encouragement of children's curiosity. This is a set of positive growth manuals: clear, compact stories which can teach children how to tell good from evil. The protagonists hate evilness, unite and cooperate, dare to take responsibility, realize self-awareness and growth in difficult situations, and reflect positive values. By reading science fiction, children can care about society, n a t u r e , a n d h u m a n i t y, i n s p i r e speculation, and better understand and grasp the reality and meet the future. How much influence does science fiction have on children? The future is in their imagination.
Bologna Children’s Book Fair
安徽广告
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Bologna Children’s Book Fair
Children of the Bayan Har Mountains ：
A Mysterious and Charming Chinese Children's Novel
Yesterday , and his wild passion, deep By Wang Yuting "Excellent publishing, targeted publishing, and fine publishing" is the publishing principles that the publishing house has consistently adhered to. As Liu Kaijun, the president of the 21st Century Publishing House, said, "The 21st Century Publishing House adheres to the publishing philosophy that “national works are the world works”, establishes a major publishing support mechanism, spares no effort to do fine original publishing, and puts the humanistic value and social value of works the first place. The longterm management of writer brands provides a stable and suitable growth environment for original works. "
Children of The Bayan Har Mountains was born under this
philosophy and principle. This book is an extremely important work in Chinese original children's literature in recent years. The author Yang Zhijun is a well-known adult writer. Most of his works describe the wasteland and Tibetan areas. In the mid-1980s, Yang Zhijun was born with his works such as The Collapse of the Lake and The Sea Retreated
philosophies, and reflections on the western frontiers revealed his delicate perception and powerful thought penetrating power, morality, and the unique charm of being responsible. And thus he became one of the five literary newcomers selected nationwide in 1988, and was known as "China's Hemingway." In 2005, his Tibetan Mastiff was published and millions of copies were sold, which caused a heated debate about the nature of the dog and wolf, and even gave birth to the moral reflection of the need for the dog culture or wolf culture. His works have been shortlisted for the 7th Maodun Literature Award and won numerous honors such as the “Five One Project" award for the 10th mental civilization building, which has far-reaching influence. In the past 40 years, Yang Zhijun traveled from Qinghai to Qingdao, from the plateau to the ocean, traveling in vast space, writing with three series of "Wasteland", "Tibetan" and "Ocean". With his wonderful imagination, broad compassion, a deep critical spirit, and the free and wide-ranging vision that grew on the plateau have created a vast Tibetan literature world and become a strange landscape in
the history of contemporary Chinese literature. So why did an adult literature writer who had written many books and won numerous awards suddenly stopped writing a novel and turned to create children's literature? On the one hand, it comes from the deep feeling of his emotions and memories of Tibetan life in the depths of his soul. He was born in Qinghai and grew up in Qinghai. He has the same family with the Tibetans. He has witnessed the degradation and reconstruction of the ecology of the Bayankala grassland and experienced the panic, discomfort and novelty of Tibetan herders in the face of modern
civilization. In particular, he has witnessed the gradual disappearance of the ancient primitive social form and survival mode of the Tibetan nomadic people who have continued for thousands of years. He wants to record these through words and to convey the lofty beliefs, the selfless love and awe of nature reflected in Tibetan herdsmen in this era to readers. On the other hand, Yang Zhijun has the potential to write children's books. Yang Zhijun's masterpiece Tibetan Mastiff, while attracting a large number of adult readers, has also won the favor of many young readers. When many children held the book and opened their extremely clear eyes to find Yang Zhijun's signature, he was a little confused: Why do children like my book? Later he wrote Camel and Underwater Tu n n e l , b o t h o f w h i c h d i d n o t deliberately write for children in advance, but turned into children's novels. This series of publishing incidents made Yang Zhijun suddenly realize: "Maybe I have a childlike nature, so I can understand things like a child, and have a pair of natural
Bologna Children’s Book Fair
and clear eyes, which can avoid all obscureness and complexity... I searched for reasons in writing, and found that it was the original influence of literature and the mental nourishment that accompanied me to grow, that made me have an infatuated fascination with children's novels, and made me constantly try to write clearly and look forward to people's childhood. "With this idea, Yang Zhijun created Children of The Bayan Har Mountains , which is also the first time he consciously engaged in the creation of children's literature. From the perspective and tone of a seven-year-old Tibetan child Xirao, the work tells the story of the Tibetans moving to cities and towns as the grasslands are facing degradation due to the warming of the atmosphere and the excessive eating of livestock by the Yellow River. The work is mainly divided into two clues. One clue is traditional herdsmen represented by Xirao and his father, grandfather, grandmother, etc. They see cattle and sheep as family members, and are unwilling to use them in exchange for money to live in the city. They choose to live on the grassland, but the severe desertification of the grassland has forced them to give up the grassland to lead the urban life. Fortunately, less than three years after the herdsmen left the grassland, the growing grass can hold water, and there are swamps and lakes, and the charming grassland is back. Another clue to the work is Deji's life experience. Deji went to the city in exchange for food, but was attracted by the city to stay there. His mom went to the city to find him and saw Deji doing high-risk work on the construction site. She was very worried and guarded him day and night. On one occasion, Deji fell off and fell from a fifth-floor location, and his mom rushed forward to catch his son, desperately injured, and was seriously injured. He needed to be treated in the city and could not return to the grassland. Deji ran a "Tibetan Family Fun" and a "Tibetan Mastiff Breeding Base" and wanted to make money to make his family
members live in the city. Deji heard that there was treasure under the cliff of Renqing hill, so he went to find treasure with his little partner, the fat boy. Grandpa and his father failed to persuade him so turned to Living Buddha Nima. for help. When Deji and the fat boy risked their lives climbing under the cliff, they found a living Buddha Nima sitting beside the wreckage of a large truck. Living Buddha Nima told Deji that one day many years ago, it snowed heavily. At that time, the grandma who was walking around the mountain saw a truck slipping into the cliff because of the slippery road, so the grandma went along the cliff.The two adults on the bus died, but a child cried loudly to prove that he still has a strong vitality. Grandma took the orphan home and raised him. The family treated him better than their own children— This child is Deji. Since that incident, grandma would go to the road in Renqing hill to sprinkle salt every snowy day, and use the salt to melt the snow and ice, so that the vehicles along the road would not have such an accident. Deji finally understood what "treasure" was, and since then he has changed, using actions to reward the Tibetans for their kindness. In Children of The Bayan Har Mountains , Yang Zhijun continued his soothing, restrained, romantic, and unrestrained creative style, fully used his rich Tibetan life experience, and changed his previous style of the sharp critical spirit and deep tragic consciousness in adult literature and used a calm and restrained narrative to tell the stories of children in Tibet, which contains rich and profound ideological connotations. First, the work celebrates the deep friendship between the Tibetan and Han people. The work expresses the Tibetan family ’s great selfless love for Deji, a Han child, especially the traditional Chinese women, such as grandmother and Yang Jin, and their kindness and loyalty. The selfless dedication and protection of the Han children, Deji, and their kindness and care for nature and wildlife, let readers appreciate the
works ’deep affection and praise for the great love of Tibetans, and at the same time show the deep friendship between the two Tibetan and Han nationalities. Secondly, the work reflects the positive attitude a n d m e n t a l o u t l o o k o f Ti b e t a n herders. Children of The Bayan Har Mountains shows the Tibetan herdsmen's embrace of modernity who did not understand modern urban civilization at first, but bravely explored and actively accepted it in the face of ecological degradation and home degradation, and shows their confidence in life, a thriving mental outlook, and the thriving development of Tibetan areas in the new era. Third, the work contains profound ecological philosophy. Through a panoramic view of the tortuous path from grassland degradation to recovery in the Tibetan region, the author focused on exploring and demonstrating issues such as how to protect traditional homes and how to build ecological civilization, which deeply reflected the opposition and unity between man and nature, and contradictions and reconciliations between the natural and urban civilization, and contained the author's deep reflection and rational thinking on the natural environment, human ethics, and existence of life. Finally, the strong regional cultural characteristics have greatly broadened the reading horizons of current readers. Based on his mastery of the deep and sincere emotions of the Tibetan region, the author showed the strong ethnic customs and cultural characteristics of the Tibetan region, and sketched a magnificent and strange picture of Tibetan life. A lot of real and delicate descriptions of grassland life scenes, as well as handwriting of Tibetan folk sayings, religious allusions, and ballads, have made the author's plain emotions and Tibetan complexes permeate the lines of the works, bringing readers into the vast and unfamiliar atmosphere. The Tibetan Plateau has greatly broadened the reading horizons of young readers today. Since the publication of his
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work, he has won many domestic awards, such as the 2018 Jingdong Literature Award · Children's Book Award of the Year, the First Prize of the Six Best Children's Books of East China in 2018, and the "Top Ten Children's Books of the Year" in Shenzhen Reading Month in 2019. It has sold more than 50,000 volumes and has achieved good social and economic benefits. Good works and good writers can emit great energy by themselves. Liu Kaijun emphasized the need to maintain an inclusive attitude and a high perspective, and to look at published works from the perspective of the world. As he said, after the book was published, the UK's ACA Publishing Ltd had an in-depth discussion with the workers of the publisher, and successfully signed the copyright export contract for Children of The Bayan Har Mountains . Subsequently, the copyright manager received offers from several copyright agencies and foreign publishing houses. After discussion, in a very short period of time, the exported copyrights in two languages was once again determined: Macedonian Literature Press will introduce Macedonian copyright, and UAE Compass Publishing House will introduce Arabic copyright. At the same time, French, Korean and Mongolian versions are also in active negotiation. In this way, The Bayan Har Mountains achieved copyright export to three countries and regions within just six months after publication, and more copyrights are being effectively promoted. In the middle of this, the work itself is inseparable from the presentation of the traditional Chinese culture and the transmission of universal values such as humanity, virtue and belief. In this way, this group of children from the snowy plateau went out of the country and went to the world, telling the most charming Chinese stories to readers who love the profound and traditional Chinese culture, showing an ancient but modern, mysterious and beautiful China.
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Taking Root in China's Education Publishing
By Tan Huanyu
“ We h a v e p r e p a r e d m a n y good books for 2020 Bologna Children’s Book Fair”, said Mrs. Wang Yan, president of East China Normal University Press. Founded in1957, East China Normal University Press (ECNUP) is one of the two earliest university publishing houses in China. The press taking root in China education publishing. In the field of children’s books and preschool education publication, the press has always adhered to deriving nutrients from Chinese traditional culture and relying on humanistic sentiments. It focuses on providing knowledge services for children, parents and teachers aged 0-12, by not only selecting classic foreign picture books, but also cultivating the original strength of Chinese picture books, Gong Haiyang, the deputy president who is in charge of copyright issues, told China Publishers that Children’s books of ECNUP are mainly divided into two parts: one is the preschool market; the other is for the mass children’s books market. For the preschool market, the press provides integrated solutions f o r k i n d e rg a r t e n s . I t p r o v i d e s children’s books for kindergarten children, parenting books for parents, and teachers support set for kindergartener. The books and products have won wide popularity and trust among more than 2000 kindergartens across the country. In the mass children’s books market, ECNUP has been continued
to exploring publishing integration and innovative development. Wang Ya n , t h e p r e s i d e n t o f E C N U P, thought that making a good book needs mining to the essence of traditional culture, but even more important is to make its content and expression consistent with characteristics of contemporary reading by combined with new technology means and new understanding of the contemporary society. Ta k e t h e b i l i n g u a l p i c t u r e book Season with Timely Breeze and Rain for Crop Raising: Spring , Summer , Fall and Winter as an example. Starting from the 24 solar terms, an ancient calendar that guiding farming practices in China, the book is a mixture of Chinese traditional culture education and calligraphy teaching. It tells a story about Ni Ni from China and Jerry from
the US. In the story, knowledge about meteorological features, folk custom of 24 solar terms are being introduced to the readers. Meanwhile, by showing the origin of relevant Chinese characters, writing methods, and paper-cut art, it helps readers of different cultural backgrounds to understand Chinese character culture. “Children in China like the book, and it is also popular in some countries.” Wang Yan said, “We have sold copyrights in several languages, and we’ve j u s t d i d a n e x h i b i t i o n a t Ya l e University for the book”. In terms of international cooperation, ECNUP has introduced a good variety of books, and it always tried to "going out." At the Shanghai International Children's Book Fair 2019, the Press signed one copyright export agreement and reached 15 copyright export preliminary
agreement, which involves English, Malaysian, Italian, Portuguese, Korean and other languages; In 2018, teaching-aid book 5 Minutes Maths Mastery series had been sold to Harper Collins Group; Earlier, the press had successfully sold their copyrights to plenty of countries. How to “going out”? In Wang Yan’s view, firstly, your books should have Chinese characteristics. On that basis, it must be easy for foreign readers to understand, easy to use and easy to operate. Ta l es of China is a typical example. The book tells Chinese stories in English. Based on global thinking, it was created by a team of Chinese American writers. “Many Chinese children like the book, but I thing the book is better for foreign children, because it is to tell classic Chinese stories in their mother tongue!” Wang Yan said.
Bologna Children’s Book Fair
华师大广告
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Bologna Children’s Book Fair
Juvenile & Children's Publishing House Going Global
By Xing Mingxu
As the first professional children's publishing house in China, Juvenile & Children's Publishing H o use has actively carried out book exchange activities since its establishment in 1952. In 1979, the picture book "Treasure Ship" (1 to 5 volumes) was exported to Japan, which was the prelude t o t h e p u b l i s h e r ’s e x p o r t o f copyrights and was also its starting point to go global. After decades of development, the publisher has achieved fruitful results in copyright export. As of May 2019, the publisher has exported 1,862 types of copyrights to overseas and Hong Kong, Macao and Taiwan. Among them, the publisher exports a very rich variety of books, including literature, history, popular science, education, books for young children, fine arts, etc. Some of these books have been translated into multiple languages. In terms of the geographical area of copyright export, the market is also undergoing tremendous changes, which has now expanded from Hong Kong, Macao, and Taiwan to the United States, Britain, Sweden, Italy, France, Indonesia, Bulgaria, Egypt, Morocco, and so on. In 2018, after President Feng Jie took office, he launched the threeyear comprehensive reform, and made major adjustments in various aspects such as strategy, publishing direction, and performance evaluation. The most important one is to change from a product strategy to a copyright strategy, and a copyright management department has been set
up directly under the management of the president. Under the leadership of Feng Jie, its copyright export business also maintained a good trend. Its exported copyrights are mostly well-known domestic book brands. The literary books includes Postman o f B u l u o To w n , Special Kid Ma Mingjia, Big Head Son and Little Head Dad, My Kids Xie Tian and Xie Di , Boy Jali, Girl Jiamei, etc .; historical books include 5,000 years of the world, 5,000 years of culture, etc .; popular science books include 100,000 Whys, Modern Science and Technology Series for Juveniles, Knowledge of Magic Cube, Mystery of Nature, etc .; educational books include Shanghai elementary school mathematics textbooks, starting writing, Practical Book Series for Excellent Primary School Pupils, Practical Dictionary for Primary School Students, etc. Books for young children include Stories for 365 Nights, 100 Colorful Stories for Babies, Chunhua's Children's Book, Little King Qigula, 3D Cars, etc .; comics include Golden man, Making Havoc in the World, Adventure of Sanmao and others; magazines include Story King, Illustrated Book for Babies and so on. Among them, Postman of Buluo Town which won “Five One” award and 2016 Chinese good book, signed publishing contracts with a South Korean Publishing House, KimDong Publishing House in Vietnam and Egyptian University Publishing House in October 2017. So far, versions of Korean,
Vietnamese, Arabic and other languages have been exported; the well-known children's book writer Q i n We n j u n ' s m a s t e r p i e c e T h e Complete Stories of Boy Jia Li has been exported in English, Japanese, Dutch, Korean, Swedish, and other 30 languages, and becomes famous at home and abroad. In addition, 100,000 Whys is the first brand of its independent innovation since the early edition in the 1960s, with a cumulative number of more than 100 million copies, representing the highest level of original science popular books in China today. Since 2013, 100,000 Whys (sixth edition) has been successively exported to Hong Kong and Taiwan, Vietnam, Malaysia and other regions, which marks the highest-level popular science works in China introduced to the "Belt and Road" countries, so its significance is quite far-reaching. It is also worth mentioning that Sanmao Joining the Army and Adventure of Sanmao were published in 2014 in French, and won the “Cultural Heritage” award at the 42nd French Angoulême International Comics Festival in 2015. At the 2018 Bologna
International Children's Book Fair, the brand won the "Special Award for the Silent Book Contest". This is the first time that a Chinese painter has won this special competition award. At the same time, the publisher signed a contract with Italian Calduzia Publishing House to authorize the publication of the Italian version of Adventure of Sanmao. The export of the French and Italian versions of the Sanmao comics fully demonstrates that Sanmao not only belongs to China, but also is the cultural heritage of people all over the world. At this year's Bologna exhibition, the publisher has set up a separate exhibition for the first time to welcome children's book publishers around the world with a more confident look. In the next step, the publisher will continue to maintain a steady progress on the road of copyright export, strive to form a brand and characteristics, and introduce more outstanding children's publications with Chinese characteristics and Chinese style to the world, and truly become the vanguard and main force of Chinese children's publishing houses which are "going global”.
Bologna Children’s Book Fair
封三－上少广告
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Bologna Children’s Book Fair
Lisheng Polaris Phonics Readers 6 levels, 72 titles, phonics cards included • • • •
Covering all the 42 sounds Each title focusing on 1-3 sounds Engaging stories for children With audio and can be read by E-pen
外研广告
Lisheng Polaris Graded Readers 6 levels, 36 titles
• Topic-based stories, well-related to children's life experience • High recurrence rate of words and sentence patterns • With audio and can be read by E-pen
For rights, contact Zhang Wen (zhangwen@fltrp.com) www.fltrp.com