Professional Documents
Culture Documents
Though describing the massive Chinese childrens book the importance of preschool education
has seen young parents getting more
market is as easy as A, B, C (amazing, booming, crowded), actively involved in the education of
explaining the forces behind its growth may take more their toddlers. Authors, editors, pre-
school teachers, and kindergartens are
than 1, 2, 3but that is still a very good way to start.
O
coming together to educate parents on
how best to motivate their toddlers to
ne: Chinas rapidly expand- learn and think and to recommend the
ing middle class. The latest appropriate educational tools and mate-
McKinsey survey estimates rials. Cultivating a childs love of reading
that a total of 550 million from an early age is widely seen as a
peopleor 76% of the major step toward reducing that childs
countrys urban popula- future use of electronics and social media
tionwill be middle class by 2020. In consumption (and risk of addiction).
comparison, in 2000 there were barely Activity kits and novelty titlesreplete
five million middle class people in China. with pop-ups, touch and feels, pull tabs,
The present Chinese middle class is also lift flaps, sound modules, interactive
younger, better educated, more globally add-ons, oh my!for toddlers are get-
minded, and, most importantly, has ting a big boost from this preschool-
more discretionary income than the education focus.
Chinese middle class at the turn of the Four: social media marketing. In
century. That means younger middle- China, where there are 913 million
class parents, better informed about their smartphone subscribersmore than the
childrens educational needs, with more U.S., Brazil, and Indonesia combined
money to spendand they are spending mobile communication is king, social
it on learning materials and books. media rules, and super apps such as
Two: Chinas latest education reform, changes have ramped up the growth of WeChat and Weibo are changing pur-
which will take effect in 2020. The pres- certain childrens publishing segments chasing habits and book-distribution
sure is on for increased reading, learning, such as picture books, fiction for primary models. Childrens book publishers have
and teaching materials in schools to meet schoolers, and heavily illustrated gen- been quick to leverage social media and
cover illustration from istock shuga warrior
the Chinese governments reform objec- eral-knowledge series (all of which make online communities to influence, pro-
tives, which are to reduce homework and many publishers very happy). mote, and sell their titles, and this new
standardized examinations and move Three: a new preschool-education channel has proven to be a boon for pub-
toward an employment-oriented educa- focus. Across China and specifically in lishers bottom lines. Engagement with
tion system. There is now an impetus urban areas, a heightened awareness of online chat groups, parenting portals,
driving Chinese parents, teachers, and
policy makers to get children to read Visit publishersweekly.com/chinachildrens2017 to read this special
more and to read for pleasure as opposed report online
to reading in order to pass exams. These
W W W . P U B L I S H E R S W E E K LY. C O M 3
Childrens Books in China
and fan clubs is now seen as an effective With the two-child policy imple- The Straw House and Bronze and Sunflower),
way of building loyalty, branding titles mented in 2015 predicted to add at least Yang Hongying (the series Mos Mischief
and authors, and reaching previously three million babies annually to Chinas and the Diary of the Smiling Cat), and
inaccessible pockets of the market, espe- population over the next five years, Shen Shixi (animal-themed novels).
cially those consumers not living within jumping onto the childrens book band- In 2000, Harry Potter rode his Nimbus
the vicinity of bricks-and-mortar book- wagon is a no-brainer for publishing broom into China, and his magic spell
stores. (For more on social media market- companies. Though there were barely 20 threw open the doors to the Chinese book
ing in China, see p. 30.) dedicated childrens book publishers in market for translations, direct imports,
the country back in 2003, now more than and licensed characters from the West.
Growing the Market 580 publishing companies are plying the Educational and reference series were
The above factors combined have created market. In the past three years, an aver- made for a market long known for its
a booming book market for the esti- age of 45,000 childrens titles have been focus on academic achievement. Single-
mated 370 million children under the added to Chinas book market annually. volume picture books on the other hand
age of 18 in China. According to the lat- Industry players hail the 20022011 had only limited success, with much of
est report from Beijing-based OpenBook, period as the golden decade of childrens the rights-buying and translation efforts
a clearinghouse for publishing statistics books in China. This golden decade lavished on titles boasting award-win-
in China, in 2016, sales of childrens was as much about the segments growth ning authors and illustrators.
books accounted for 23.5% of Chinas as it was about the emergence of out- But recent years have seen new seg-
total retail book market, which stands at standing and bestselling local authors ments entering the market, including
CNY 70.1 billion ($10.2 billion). such as Cao Wenxuan (the picture books higher-priced novelty titles such as aug-
4 P U B L I S H E R S W E E K LY M A R C H 2 0 , 2 0 1 7
Childrens Books in China
mented-reality (AR) series and pop-up read for pleasure). children we can sell to, or the sales poten-
board books. The same goes for activity By all measures, the Chinese childrens tial now that the two-child policy is in
kits for children below the age of six and book market is very young. The history place, but how to promote and instill
big-format picture books. Science of picture books in China is less than 12 lifetime reading habits in the young. If
titlesseries, picture books, and maga- years old, making it a baby compared to it does not instill children with lifetime
zinesare getting a lot of demand as the American and European markets. reading habits, he adds, the childrens
well, with parents and teachers wanting The potential for growth is immense book market will not grow and prosper.
to see children developing their scientific with industry players looking forward to We also have to ask another ques-
reasoning at a very early age. another two or even three golden tion, Ao says. Who are we really pub-
However parents, teachers, and chil- decadesbut there are challenges. (But lishing for: the parents, teachers, or
dren in rural and urban areas are seeking then again, what market is without children? In most cases, the children
out different types of books, ranging problems?) read based on recommended lists from
from the most basic educational materi- schools, and parents buy based on best-
als to sophisticated picture books for lei- Looking Beyond the seller lists or peer reviews. The chil-
sure reading and everything in between. Numbers dren have little to no say in the reading
There is now demand for every genre in The biggest and most important ques- or purchasing decision. So there is very
childrens books, including YA fiction tion the Chinese childrens book industry little to indicate the real reading inter-
(which had previously been marketed as faces at present, according to Ao Ran, est beyond what sells, which does not
adult reading) and middle grade series general manager of Childrens Fun exactly offer an accurate read on the
(because more children are starting to Publishing Company, is not how many actual audience. Im sure this is a prob-
W W W . P U B L I S H E R S W E E K LY. C O M 5
Childrens Books in China
lem facing other childrens publishers, According to Wang Zhong, presi- However, pushing more titles into the
not just in China but worldwide. For dent of Zhejiang Juvenile & Childrens market is unsustainable in the longer
Ao and his team, the solution is to pub- Publishing House, the current rights term. Ten years ago, Li recalls, the chil-
lish a wide variety of appealing, char- selling process needs tweaking. Many drens segment was very small, account-
acter-based content to capture chil- overseas publishers, due to their unfa- ing for less than 9% of the overall book
drens reading interest, and then to miliarity with the domestic Chinese market. Last year, there were nearly
develop childrens trust in his compa- market and players, tend to rely exclu- 61,000 childrens titles in the market,
nys brand by continuously delivering sively on literary agencies to handle even as prices of childrens books have
fun and quality titles. their titles. And the usual criterion, of gone up, print runs have decreased, and
Another issue is the trend of market course, is to go for the highest bid, and inventory levels have grown. These are
participants purchasing (and produc- not [factor in] the publishers capabili- strong indicators that the market does
ing) titles merely to ride the bestseller ties or expertise. That is perhaps a big not require that many titles, nor is able
wave. It can be disheartening, says mistake. A titles potential success to sustain such massive publishing
Sally Yan, founder and editor-in-chief depends on many factorsincluding output.
of Beijing Dandelion, whose bestsell- translation quality, continuous promo- So what should publishers do? The
ing translation of Aleksandra and tion, and marketing activitiesthat path forward is to be more selective and
Daniel Mizielinskis Maps spawned rest on the publishers shoulder. And in discerning in providing children with
imitations, especially from much China, the strength and reach of the quality reading materials, Li says. We
smaller presses. promotional and marketing cam- should not simply continue pushing out
While I do understand that every- paigns, or lack thereof, can make or more titles or blindly translating a huge
body wants to make money in this com- break a title. quantity of books to meet short-term
petitive industry, such copycatting But with more overseas players enter- goals. Otherwise, as an industry, we will
action disrespects the original authors ing, and having success in, the Chinese only have production capacity and not
and degrades the value of their work, childrens book market, Wang hopes to publishing capability, which is crucial
Yan says. Such activity, while profitable, see more direct collaborations and rights for developing and cumulating our own
is shortsighted. In the longer term, the negotiations. Exchanges of ideas and IPs. So, improving the quality of our
survival and development of a publishing information will generate more good- original contentwhich is aimed at
house depends on originality and creativ- will, moving a purely quantitative rela- meeting the needs of our children and
ity, not imitation. tionshipbased on sales and royalties educational systemis the big goal.
A diverse range of topics, including into a qualitative approach that places And motivating children to cultivate a
such subjects as war and hardship, is more value on enriching the collabora- lifelong reading habit must be front and
good for children, according to Yan, tion and its potential outcomes. center.
inspiring them to learn and understand All 10 publishers profiled in this
what is happening around the world. Developing Reading special reportincluding Liwill be
The younger generation today have lit- exhibiting and showcasing their best
tle worries about their day-to-day sur- Habits and Quality titles at the China Pavilion at the
vival, unlike children in some parts of Content Bologna Book Fair next month. Their
Africa who have to walk for miles to find Chinas upcoming education reform offers presence is a preview of what is coming
water and risk being killed by wildlife not just a reset for its current educational in 2018, when China is the fairs Guest
along the way, or who live in war zones, system but also for the childrens publish- of Honor. So make sure you pay them
she says. ing industry. There will be increased a visit!
Yan has published a few titles dealing emphasis on students language capabili-
with such difficult subjects, including
Michael Morpurgos The Kites Are Flying
ties, reading comprehension, information
analysis, and logical thinkingand these
Acknowledgments
and Linda Sue Parks A Long Walk to will change the way school and education
Water. The goal is to provide children are being conducted, with much greater PW would like to thank Beijing-
with a global outlookincluding the demand for reading, explains Li Xueqian, based Bookdao for its help in
badand refrain from just producing president of China Childrens Press & making this report possible. All
feel-good stories, which most of us are Publication Group (as well as president of articles in this supplement were
guilty of doing, Yan explains. And to the Chinese section of the International written by PW correspondent
do this, one needs to look at buying Board of Books for Young People). That Teri Tan.
rights from different countriesnot just means the publishing industry has to gear
the big marketsand to look beyond the up to meet the demand for relevant reading
sales figures. materials and reading-oriented services.
6 P U B L I S H E R S W E E K LY M A R C H 2 0 , 2 0 1 7
Dandelion Childrens Book House
Beijing Dandelion Childrens Book House Co., Ltd. is a childrens publisher specializing in fiction, science and picture books for children below 12
years. Established in 2007, we are a team of more than 20 people publishing over 100 books per year. Each year, we introduce many titles overseas and
cooperate with many publishers all over the world. The bestsellers we have published include The Magic School Bus series, Richard Scarrys Golden
Books, Maurice Sendaks works, De liefste papa series, The Classic Chinese Picture Books series, The International Award-Winning Literature series,
and the famous Polish titles Mapy and POD ZIEMIA POD WODA .
Please contact:
Jing Bo (Foreign Rights Manager)
sweet8351@163.com
WeChat ID: pugongyingkids
Childrens Books in China
21st Century
Publishing Group
V
oted Best Childrens Publisher promoted as adult readings, Zhang Zhang Qiulin, president of 21st Century
in Asia at the 2015 Bologna notes. But for teenagers and youth strug- Publishing Group
Childrens Book Fair, 21st gling with complex issues in their growth
Century Publishing Group has and development in modern China today, titles, Zhang notes. This arrangement
come a long way in its 32 years. we really need more local-centric YA works very well in the intensely competi-
We started with 10 editors offerings. tive rights market in China, since we have
and CNY 100,000 [$14,560] in seed Another emerging segment that Zhang first refusal on any Macmillan title on
money, and we were determined to build has waited out patiently over the years is offer. This month, buoyed by successes
a catalogue of great titles for children, the higher-priced novelty market. We from Macmillan Centurys YA series,
recalls Zhang Qiulin, who has been the started publishing such titles in 2000, Zhang established the 21st Century YA
company president for the past 30 years. with series such as Animals: Touch and Literature Award to cultivate more origi-
We remain as determinedand Feel, he says. And it took us nearly 10 nal works in the segment.
patienttoday as we were then to con- years to convince parents and teachers that 21st Century also has stepped up its
tinue cultivating new works and bringing such titles workand are very valuable rights selling business. Picture book
overseas bestsellers into China. for their childrens development. Now, of Express Delivery from Dinosaur World by
Patience is something Zhang has in course, the competition has heated up Dong Yanan is now available in a bilin-
abundance. Take YA series My Son Pika: with the entry of many translated or gual edition from Candied Plums in the
It took author Cao Wenxuan, the first copublished novelty products. U.S., and Half Door by Peng Xuejun and
Chinese to receive the Hans Christian Chinese children and parents know A Pandas Story by Tang Yaming, illus-
Andersen Award, more than 10 years to about 21st Century Publishing Group trated by Susumu Kinoshita, have been
develop and deliver the manuscript to the through its big brands, including A sold to countries including France and
editorial team. Good things are worth Different Carmela (or Les Ptites Poules), Japan. Rights to Cao Wenxuans picture
waiting for, and this series is definitely one Geronimo Stilton (7.6 million copies sold), books Smoke and The Summer have gone to
of them, says Zhang, who commends the My First Comic Book on Science (from publishers in France, New Zealand, South
author for relating and addressingin South Korea), and manga characters such Korea, and Sweden.
total honestya 10-year-old boys physi- as Doraemon and Pokmon. For Zhang, increased rights sales aside,
cal, psychological, and spiritual growth Carmela kicked off in 2006 with six closer and direct collaboration with major
and relationship with his father. titles, and one new volume added per book markets is crucial. A German office
My Son Pika, now a 10-volume series, year, Zhang says. To date, we have sold has been established to better understand
has sold more than two million copies upwards of 50 million copies. With the the European book industry and to ensure
since its 2009 launch. The YA segment animated movie coming soon to China, 21st Century Publishing Groups access to
was nonexistent the book sales will certainly go up signifi- the best publishers, authors, and titles
in China two cantly. 21st Century also has translated from the region.
years ago, with Natalie Babbits Tuck Everlasting and Going forward, Zhangs mission is to
i m p o r t e d YA recently bought Catherine Rayners Smelly create a balanced publishing program.
titles typically Louie, Philip C. Steads Lenny & Lucy, and Ideally, I would like to see bestsellers and
Michael Endes The Night of Wishes. long-running sellers account for 50% of
Express Delivery Macmillan titles dominate the compa- our sales, and that 50% of our titles are
from Dinosaur nys catalogue, owing to the Macmillan originals, Zhang says. At the same time,
World is available
in a bilingual edi- Century joint venture launched in 2012. a 50-50 split between classical titles and
tion from Candied Since then, over 400 titles have been contemporary works would be great. Im
Plums in the U.S. published, and we have access to the best patiently working on that.
8 P U B L I S H E R S W E E K LY M A R C H 2 0 , 2 0 1 7
2016 Hans Christian Andersen
Award Winner - Cao Wenxuan
Cao Wenxuan, a professor at Peking University, is the first Chinese
author to win the Hans Christian Andersen Award. With more than
50 works in his name, he is one of the most influential childrens
book authors in China today. Rights to his books have been sold to
countries such as Brazil, France, Japan, Korea, and Sweden.
Illustrator Yu Rong won a Special Prize for This book was selected for inclusion in While traveling south for the winter, a bird
this book, which is dedicated to peace and the 2016 White Raven catalogue by the is attracted by an iceberg and landed
understanding, at the 22nd International International Youth Library, and in the 2015 on it. But when it wants to continue with
Book Fair in Novi Sad. This book also Top 10 Original Picture Books in China list. its journey, it finds its feet stuck to the
won the 2015 Chen Bochui International iceberg. What will happen to the bird and
Children s Literature Award for picture iceberg
book category.
Rights sold: Korea, Sweden, France, Rights sold: France, New Zealand, Korea,
New Zealand Sweden
Cao writes beautifully about the complex lives of children facing great challenges.
Silly Donkey series His books dont lie about the human condition; they acknowledge that life can
(10 volumes) often be tragic and that children can suffer.
Illustrator: Wang Zumin International Board on Books for Young People (IBBY)
Collection of Excerpts from
Cao Wenxuans Fictions (20 volumes) My Son Pika (10 volumes)
A perfect set for readers new to Cao A fathers record of his sons growth
Wenxuans works
Anhui Childrens
Publishing House
W
ith three offices in China and one in Lebanon, ing series include Peppa Pig (15
Anhui Childrens Publishing House adds about million copies sold), Mos
800 new titles annually to its 15,000-title cata- Mischief: Comics Edition (7.3
logue. Known for introducing licensed characters million), and Yang Hongyings Zhang Kewen, president of
including Peppa Pig, Angry Birds, and Fairy Tales (1.5 million). The Anhui Childrens Publishing
House
Transformers to Chinese children, the publisher is known for current crop of authors and illus-
producing original works in childrens literature, popular sci- trators is insufficient to support the needs of our domestic mar-
ence, and animation and comics, as well as preschool titles. In ket of 370 million children, and we need more to balance out
fact, 70% of ACPH publications are originals, and more than the imports, Zhang says. For ACPH, it has become our mis-
1,000 titles have been sold to different countries, including sion to uncover new talents, develop their works, and popularize
Belgium, France, Poland, and the U.S. them.
ACPH excelsand differentiates itself from industry coun- To ensure that new and existing talents have the support they
terpartsin comics. The companys 20-volume TV tie-in need, Zhang has built an online ecosystem that includes writers
Homer & Landau: Legend of Seven Knights has sold 16 million groups, fan clubs, and reading promotion centers as well as an
copies since its 2006 launch, and the Big-Head Son and Little- online store.
Head Father series has exceeded 24 million copies sold since Last November 11, Singles Day in China (the equivalent of
2014. Another specialty is creating novelty titles for babies; Black Friday), ACPH sold 30 million copies of books through
ACPHs classic fairy tales series on EVA foam and plastic bath its online store, making it the #1 seller among similar stores
books has been sold to Lebanon, Syria, and the U.A.E. operated by other childrens publishing houses. Developing,
The effort to cultivate new and younger writersnot just promoting, and protecting authors and their works is the prom-
for the local market, but for the worldneeds to be intensified, ise of Anhui Childrens Publishing House, and that has remained
says Zhang Kewen, president of ACPH, whose recent bestsell- unchanged in the past 33 years, adds Zhang.
10 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
Childrens Books in China
Beijing Dandelion
Childrens Book
House
B
eijing Dandelion Childrens (five million copies sold since 2007) and Sally Yan, editor-in-chief at Beijing
Book House grew from three Ursula Moray Williams. Gobbolino the Dandelion
full-time staff (counting Witchs Cat and The Adventures of the Little
founder and editor-in-chief Wooden Horse by Ursula Moray Williams nine editors have also made an impact in
Sally Yan) in 2007 to eight are neither Newbery nor Greenaway win- the market. There Is Always a Reason to Eat
within a year. It now has sales ners, but I insisted on buying the rights, Buns, for instance, conveys family values
exceeding CNY 80 million ($11.6 mil- and went on to sell 20,000 copies within through the interactions and exchanges
lion) and a catalogue of 600 titles, of four years, Yan says. That drove the origi- between three generations of a family
which 70% are translations. nal U.K. publisher to reissue the titles to around buns; 7,000 copies were sold in the
At the core of Beijing Dandelions suc- fulfill demand from British parents who first two months. Hong Yings The Girl
cessful publishing program is Yans nose couldnt find copies in bookstores or librar- from the French Fort, on the other hand, digs
for a good story. I dont read English, so ies. So these titles have come full circle, deep into Chinas cultural history to find
I look at the drawings, she says. If I find which is really great as we should treasure interesting nuggets in the nations history.
them fun and interesting, then to me that such great classics. Yan recently purchased These titles, while Chinese at the core,
is a good book. It has to appeal to my inner Kenneth Oppel and Jon Klassens The are very unique, Yan says, adding that her
child, or it is not going to work for another Nest and Lorena Siminovichs You Are My publishing goal is always about offering
child. That is the way I choose a title, and Baby series. children books that promote tolerance and
Im sticking to that practice. It is a prac- Inspired by Random House, which Yan inclusivity.
tice that has served Yan well: she struck admires for its tradition of finding quality Distribution-wise, as a comparatively
gold with The Magic School Bus, Chinas #1 and evergreen content, she spent seven small publisher, Beijing Dandelion has
childrens title ever since its 2010 launch. years collecting and preserving some of far less bargaining power and gets far
In an average year, online retailer the best childrens comics made in China less shelf space than its larger competitors.
Dangdang pushes out nearly half a million during the 1960s and 70s. I dragged my This circumstance prompted us to create
copies of The Magic School Bus. In all, 2.2 editor along for a six-month cross-country a little bookstore, Space, within our two-
million multivolume book sets (approxi- trip to seek out the original artistssome story office in August 2016, Yan says.
mately 64 million copies) of various edi- of whom were deceasedand the result, We went from CNY 13,000 in monthly
tions have been sold. Dangdang sold after considerable effort spent on repro- receipts to CNY 30,000 a year later. Now
upwards of 260,000 copies last November ducing these old works, is a 77-volume we are nearing the CNY 1 million mark,
11the equivalent of Black Friday in the Classic Picture Books in China series, she Yan adds. She set up a dedicated marketing
U.S. There are many other bestsellers at says. Its September 2013 launch was one team three years ago to focus on promo-
Beijing Dandelion, of of the highest points in tional activities and leverage social media
course, including my publishing career. channels for sales. We have to make our
Aleksandra and Daniel Domestic sales upwards own way independently, she says.
M i z i e l i n s k i s M a p s of 40,000 sets within a But it is not just about the bottom line
(700,000 copies sold) year have jump-started at Beijing Dandelion. A book is not just
and Maurice Sendaks rights negotiations with for reading; it is also for collecting and
Where the Wild Things publishers in Japan, entertaining and for lasting through gen-
Are (133,000 copies). Malaysia, and Singapore erations, Yan says. The production and
Yans penchant for for the series. materials used must do justice to the con-
uncovering old gems Original picture tent or else the intrinsic value of a book is
There Is Always a Reason to Eat
has led her to authors Buns sold 7,000 copies in the first two books carefully developed lost. That, I believe, is also the responsi-
such as Richard Scarry months. by Yan and her team of bility of a discerning publisher.
12 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
Dandelion Childrens Book House
Hometown
Encounter
Sunny, a lovely pig is leaving his hometown, relatives and friends to embark on an exciting
journey. Along the way, he experiences all sorts of encounters. In this book, the author
expresses her thoughts about dreams and the future. The fresh text coupled with vivid
illustrations is both heart-warming and inspiring.
Jiuer Illustrator, picture book author, and sculptor. She has been involved in art sculptures for many
years. In 2013, she began to focus on creating childrens picture books. She loves using pictures to
record life and express her thoughts and emotions.
Rights sold: English, French
Hong Ying, who grew up near Fort Odent, delivers her first fantasy novel that combines her extraordinary
imagination with a world of mystery and magic.
Cherry Denman studied at The Ruskin School of Drawing, Oxford followed by an M.A. from the Royal
College of Art in London. She began illustrating books with film director Richard Curtis, and went on to
publish more than twenty titles on her own while working with other writers. Her titles include The History
Puzzle, A Dreamer of Dreams, A Modern Book of Hours, Wake Up Charlie Dragon, Molly and the Magic
Umbrella, Pirates, The Little Peacocks Gift, and the Little Green Book.
The Magical Stories about a Boy who Lived Besides the Yangtze River
The Award Winner of Primo de Rome
Please contact:
Jing Bo (Foreign Rights Manager)
sweet8351@163.com
WeChat ID: pugongyingkids
Childrens Books in China
Childrens Fun
Publishing Company
C
hildrens Fun Publishing is a children to adopt a much more open and Ao Ran, general manager of Childrens Fun
joint venture between inclusive attitude toward the world Publishing Company
Egmont Group and Posts & around them.
Telecommunications Press, Among the CFP partnerships, the lon- readers, Ao says. We have to learn about
so the wealth of foreign gest and most extensive is with Disney, the required vocabulary, pedagogy, and
works in its 6,000-title cata- which gives the team in-depth under- context; do our homework using popular
logue is not surprising. But what is most standing on the product, marketing and English-graded readers as models; under-
unique is the companys specialization localization needs. In total, CFP has sold stand exactly what children need; and
in edutainment materials in four cate- more than CNY 1 billion ($145 million) work with experts and scholars to come
goriescomics, picture books, games/ worth of Disney titles in China. A special up with the full program. This process
activity kits, and childrens literature. 2007 edition, 80 Winnie the Pooh Stories actually reveals the gapsand opportu-
Fun is literally our middle name, and for Personal Development, is the companys nitieswithin the childrens publishing
we have been delivering that to children #3 bestselling title, at 530,000 sets. Last market that need to be addressed. CFP
of all ages since we started 23 years June, to commemorate the opening of recently introduced Japanese picture-
ago, says Ao Ran, general manager of the Shanghai Disney Resort, Ao and his book series The Bears School in an effort
Childrens Fun Publishing. In 1993, the team released a limited edition boxed to make reading (and schooling) more fun,
launch of the Chinese edition of Mickey set of 17 Disney titles; 9,800 sets sold less stressful, and appealing to children.
Mouse magazine kick-started the com- within a day. Ao adds his company remains focused
panys publishing program. There was The importance of translated titles on being a link between the East and the
no such childrens magazine in China aside, 30% of CFPs catalogue are origi- West, publishing high-quality, age-
then, and ours became a bridge linking nal works, including the bestselling appropriate, fun materials to help chil-
Chinese kids with their Western coun- comic series The Legend of Nezha and dren with their development and reading
terparts, providing them with the best Pleasant Goat and Big Big Wolf, both of progress. He adds, Our focus is on grab-
classical stories and characters to love which have firmly established the com- bing their interest with the right content,
and learn from, Ao says. panys brand and reputation in the and by doing so, to get them to start read-
Since then, products based on licensed minds of Chinese parents, teachers, and ing and cultivate good reading habits
charactersincluding Caillou, Miffy, children. Sales of Pleasant Goat have that will endure throughout their lives.
Mr. Men and Little Miss, My Little Pony, exceeded 20 million copies. In the chil- To further understand what parents,
Thomas & Friends, Tiger Team, and Winnie drens literature segment, there are two teachers, studentsand even grandpar-
the Poohhave cemented CFPs repu- big titles: Shen Shixis Wolf Queen, which entsneed in terms of content, Ao finds
tation and foothold in the Chinese has chalked up sales of 620,000 copies social media to be a great resource.
childrens book market. since 2013, and The Schakal Wolf, which Topic- and interest-specific social com-
In all, Ao and his team have collabo- has been translated into eight languages munitiesand there are a lot out
rated with more than 30 international including English, German, Polish, and thereare great conduits not just for
companies and brands including BBC, Russian. direct selling but also in providing infor-
Disney, Hasbro, Mattel, Rovio, and Sanrio. More large-scale original works are mation and tips to help us tweak our
The diverse range of companies and being added to CFPs catalogue. Last May, publishing program, he says. Their
products that we work with represents the team launched the countrys first exchanges, often reflecting societal
our goal of rummelig, a Danish word that graded Chinese-language reading series concerns and market shifts, are very
roughly translates to open, adds Ao, for ages 4 to 8; all 29 titles are based on important to the growth and relevance
pointing out that the companys publi- Disney stories. China is almost a virgin of any publisher in this modern and
cations are intended to inspire Chinese territory when it comes to such graded competitive marketplace.
14 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
Childrens Books in China
China Childrens
Press & Publication
Group
T
CCPPG president Li Xueqian (r.), with
professor Alida Allison from the National
he Chinese home of Cipollino, model of effective and successful reading Center for the Study of Childrens Literature
Pippi Longstocking, Le petit and publishing programs. [Scholastic] at San Diego State University
Nicolas, and Tintin, China introduces bestsellers, holds pop-up
Childrens Press & Publication book fairs at schools, organizes reading quality original works continues. Among
Group is the largest publisher camps, recommends reading lists, and the picture books headlining the CCPPG
in terms of output in the hosts book clubs, he says. All these catalogue this year is A Feather, written
nation. The result of a merger between activities create a strong brand for by Cao Wenxuan and illustrated by
China Teenagers Press and China Scholastic through direct interaction Roger Mello, both Andersen award win-
Childrens Publishing House in 2000, with its readers, allowing it to get ners. A second top title is Fang Suchens
the group now has five newspapers and 13 entrenched in a childs reading life. That Grandma Lives in the Fragrance Village,
periodicals, giving it a 25% stake in the is the best practice that I would like to illustrated by Sonja Danowski.
childrens newspaper and magazine mar- adapt to the Chinese market. The above works mark the start of Lis
ket. Annually, the group publishes 1,500 Chinas 2020 education reform is also cross-cultural exchange program, which
titles, of which one-third are original not far from Lis mind. With less home- pairs Chinese authors/illustrators with
works and 20% are translations. work, fewer standardized exams, decreased their overseas counterparts. The pairing
CCPPG is also a company on the verge rote learning, and more emphasis on makes the works acceptable locally while
of transforming itself into a service-ori- reading for leisure and general knowl- imbuing the content with an interna-
ented publisher. Its Juvenile & Children edge, these changes in the educational tional flavor suitable for export, he says.
Reading Experience Wonderland is an system will shift the publishing indus- This is one way we address the imbalance
experiment in bucking the conventional try, he says. For CCPPG, there has never in rights traffic, which is flowing mostly
publishing model that has proven success- been a more urgent need to ensure the one-directionally, into China. That said,
ful. Its fee-based experiential reading pro- availability of high-quality reading Li has purchased a lot of well-known titles
grams are attracting more schools around resources and services to aid a childs such as the Tintin series and Astrid
Beijing than ever and attracting the atten- learning process and needs. Lindgrens works, in order to provide
tion of CCPPGs industry counterparts. During the course of expanding the Chinese children with a diverse range of
(For more on Wonderland, see p. 4.) Wonderlands reach and services through quality reading materials. (The Chinese
Reading is essential to a childs devel- collaborations with schools, teachers, and Tintin has sold 11.6 million copies since
opment, and reading classes have been local governments, Li and his team have its 2001 launch.)
introduced at more schools throughout identified needs for (and gaps in) niche To further improve his publishing pro-
China, says Li Xueqian, president of educational content. This is where we gram and better understand the overseas
CCPPG (as well as president of the Chinese come in with custom publishing, Li markets, Li has also engaged Patricia
section of the International Board of explains. Safety education, for instance, Aldana (current president of the IBBY
Books for Young People). But how effec- is one area where schools do not have the Foundation) as an international consul-
tive are these classes? Are the teachers appropriate content and resources. So on tant, and invited Maria Jesus Gil (presi-
equipped to teach reading? Do school- December 2, which is National Traffic dent of the Hans Christian Andersen
children have the appropriate resources Safety Day, our team launched a traffic- Award jury) to Beijing for talks with
to get them interested in reading, learning, safety kitwith guidebook, role-play- CCPPG editors. By learning from the
and thinking? These questions have ing aids, reflective safety items, and so best, I hope to find a sustainable business
pushed me to establish the Wonderland onpriced at CNY 3,500. What took us model for both CCPPG and the
and to seek ways in which to improve its a month to conceptualize and produce Wonderlandnot just for the next five
services. sold 500 units within hours. years, but for the next decade and
Li is fond of citing Scholastic as a Meanwhile, the quest to produce high- beyond.
16 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
Childrens Books in China
S
triving to uphold its stated mission to be a kids right titles and authors to plug
best friend, Hunan Juvenile & Childrens Publishing those holes, Wu says. Our first
House has been on a 35-year journey to assemble priority is always to publish orig-
the best childrens materials from near and far. inal worksnot homogeneous Wu Shuangying, v-p of Hunan
Juvenile & Childrens Publishing
Hunan Juveniles offerings from DK, Encyclopaedia productsand, if that option is House
Britannica, and Highlightsthree of its biggest not available or viable, then we
imported brandsare boosted by its long list of locally import outstanding titles with the hope of inspiring local works
renowned authors such as Tang Sulan (with the series Clumsy of the same caliber. Hunan Juveniles sales from the Childrens
Wolf, Little Witch Zhen Meili, and Fantasy Spirits), Mu Ling Britannica series, for example, exceed CNY 20 million
(with the Animal series) and Qin Wenjun (with the Prince series), annually.
and illustrators such as Cai Gao. Hunan Juveniles year-round roster of book-related activi-
It is not just about picture books with us. It is about provid- tiesthe key driver of our sales and branding exercise, Wu
ing the relevantand crucialeducational materials for every sayshas recently seen the company strengthening its collabo-
stage in a childs life, from pop science to YA literature, says ration with bricks-and-mortar bookstores. Annually, we hold
v-p Wu Shuangying, whose company offers everything from hundreds of eventsincluding events for primary and second-
vocabulary-builder books right up to science books for teenag- ary schoolers and expert-led classes for parents and teachersat
ers. This Is Science: One Thousand Proofs, for instance, is a new physical bookstores, with national chain Xinhua Bookstores
augmented-reality (AR) title based on a Hunan TV program being the most common venue, Wu explains. In rural and
about scientific exploration, while the Vanillas Stories and remote areas where online distribution is immature, bookstores
Guidebook for Girls series are targeted at the development of remain the social hubs and access points for the community and
teenage girls. for publishers, and so we must work in tandem with both physi-
We take our social responsibility as a publisher seriously, in cal and online channels to guarantee future business and brand
that we strive to identify societal needs and then look for the expansion.
18 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
www.hnjcph.com
For rights, email Wu Shuangying at 502028364@qq.com
Jieli Publishing
House
T
his 27-year-old publisher (a spectives from eminent educational spe- Bai Bing, editor-in-chief of Jieli Publishing
veritable young man in the cialists to help kindergarten teachers House
industry, says editor-in-chief and parents to better use the series (and
Bai Bing) is less concerned similar titles) in educating children. We authors while evaluating and figuring
with generating more new work on turning each series into a brand out how to effectively position new
titles than publishing quality of its own, and extending that brand authors and their works vis--vis market
content for children. And of the books together with its sales potential and competition and demand.
that Bai has chosen to translate over the longevityto include newly created In 2016, backlist from a catalogue of
years, many have landed on the bestseller products which the original authors may 1,200 titles accounted for nearly 70%
list, including Goosebumps (with sales not think of, Bai says. of Jielis total sales. Six series sold
of 10.8 million copies and counting), My Sales-wise, the above bestsellers pale in upwards of CNY 100 million ($16 mil-
First Discovery (7.6 million), I Spy (6.2 comparison with Jielis #1 original, Yang lion). Overall, Jielis total sales grew by
million), Mission Survival (5.3 million), Hongyings Mos Mischief series, which approximately 14% last year, hitting
and Twilight (4.3 million). has sold more than 30 million copies. CNY 492 million, nearly 45% of which
Bear Gryllss Mission Survival series, Mos Mischief entered the market in came from online channels.
which started in 2014, was lauded 2003, at a time when the Chinese book The continuing search for new works
nationwide for addressing safety educa- world was enthralled by Harry Potter, and authors has seen Jieli recently launch
tion, a subject that was conspicuously Bai says. It was a turning point for the the Cao Wenxuan Childrens Novel
missing from the curriculum. Attuned to hitherto lackadaisical childrens book Award and the Jinbo Childrens
societal and educational needs, Jieli segment, marking the start of what many Literature Award, respectively honoring
capitalized on the series success by col- refer to as the golden age of childrens two renowned names in Chinese pub-
laborating with a local safety education books in China. Bai, author of many lishing; both events will be held every
specialist to provide talks to more than titles including the picture book Bird two years. These will energize the
30,000 students and teachers in over 10 in the Cloud, is highly aware of the need industry with new creative works to suit
provinces across China. A dedicated por- for strong and cohesive author-pub- changing times, and to provide children
tal and social media account further lisher relationships. This is clearly seen with an even-wider reading selection,
provide short stories and assessments from his decision to dedicate editorial Bai says.
on the topic. Not surprisingly, 75 new and marketing staff to each Jieli author In terms of marketing strategy, Bai
titles from Grylls are already in the and title to ensure successful branding made news in 2015 when he collabo-
works. and market penetration. rated with Egypt-based partners to open
Innovation and out-of-the-box think- This is about promoting content a Jieli branch in Cairo and distribute to
ing drive our publishing program, adds creators, and expanding their influ- 22 Middle East countries. Since then,
Bai, whose team strives to make trans- encebeyond their publicationsto about 20 Arabic titles have been released.
lations even betterin design and pre- captivate the reading public. It seeks to In January, Jieli launched an imprint to
sentationthan the originals. For achieve top-of-the-mind awareness translate and publish selected titles
Gallimards My First Discovery series, when parents, teachers, or children are from London-based Usborne for the
Jieli eschewed saddle-stitching and tra- selecting or picking up a book, explains Chinese market. Says Bai, We are
ditional covers, opting for thread stitch- Bai. Even though there are a lot of new unwavering in our goals of producing
ing and rounded corners to make the Chinese authors out there, few have quality titles, forming new partnerships,
titles user-friendly and safer for young considerable market recognition or and making use of new media and distri-
kids. The company also published a pre- influence. So in most cases, we release bution channels to go direct to the
school activities guidebook with per- new titles or editions by established market.
20 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
The King Book (5 Volumes)
The King Book is the only fantasy story written by Cao Wenxuan, the 2016 recipient of
the Hans Christian Andersen award and China Outstanding award.
Archenemy Xi rules the country and people live in extreme misery. The King Book, which
survives the book burning movement launched by Archenemy Li, is picked up by Mang, a
child shepherd.
So now, with the book, Mang can command the world. Thus begins Mangs extraordinary
journey. He starts to garner the people's support and conquers the mountain city.
Mang discovers that the King Book is a living entity that experiences loneliness, pain,
excitement as well as joy. What it teaches Mang is more than just military strategies. It also
provides the philosophy of life, which helps to guide Mang throughout the years.
Magic School (2 volumes ) Monster Master (18 Volumes) Blackcranes Animal Novels Series
The more magic you use, the better things are. In the magical and mysterious Blue Star, humans and These novels depict the suspenseful encounters and
With kind intentions, you can be a warm person. monsters live together. Four children, with the same thrilling fights between Tibetan mastiff and leopard and
dream of becoming Monster Master, embark on an explore the emotional ties between animals and human
exciting adventure to achieve their goals. More than beings.
Pub date: January 2017 13.66 million copies sold in China.
Dimensions: 148mm210mm Pub date: March 2017
Binding: Paperback Pub date: August 2012 Dimensions: 148mm210mm
Age:712 Dimensions: 140mm210mm Binding: Paperback
Rights: World rights available Binding: Paperback Age: 7-12
Age: 914 Rights: World rights available
Rights: World rights available (except for one title, Black Flamme, which has been sold to
(except for Traditional Chinese and Vietnamese editions) Canada, France, Germany, Korea, Vietnam and the U.S.)
jielirights@foxmail.com http://www.jielibj.com
Childrens Books in China
E
stablished in 1952, Juvenile & which will add considerably to the Zhou Qing, president and editor-in-chief of
Childrens Publishing House companys sales and market influence: Juvenile & Childrens Publishing House
was Chinas first professional Take our Juvenile Science magazine as
childrens publisher and is part an example. I rebranded it 100,000 Whys characters such as Eloise, Garfield, and
of the much larger Shanghai three years ago to capitalize on the success Peter Pan, and bestsellers including
Century Publishing. It is also of the book series and to realign our David McKees Elmer, Akiko Hayashis
Chinas most active publisher in rights editorial efforts. It resulted in our col- Baby series, Sam McBratney and Anita
selling, starting with the 1979 sale of laboration with National Geographic in Jerams Guess How Much I Love You, and
picture book Precious Boat to Japan. Since 2015, and today we have three different Richard Pecks A Long Way from Chicago,
then, more than 1,500 titles have been editionsfocusing on learning, explora- Zhou says, adding that the companys first
exported to countries including France, tion, and discoveryto further promote translated work, Disneys Mickeys Wonderful
Japan, South Korea, and Vietnam. JCPH science education. World, was released in 1993.
publishes 800 titles per year, along The rebranding effort also includes a Picture books are one of JCPHs big
with eight journals and two weekly 100,000 Whys Museum in Shanghais segments; the publisher recently launched
newspapers. Baoshan District and a winter science the Crocodiles Fall in Love with Giraffes
Creating long-running bestsellers is a camp in Xishuangbanna (along the boxed set containing three titles from
JCPH tradition, and 100,000 Whys is one Myanmar/Laos border with China) in the Daniela Kulot. The market is paying a
outstanding example. Launched in 1961, past year. This brand now covers not lot of attention to the zero-to-six age
the current 18-volume 100,000 Whys just books and magazines, but also group due to the spotlight on preschool
boasts contributions from 110 academi- online communities and science curricu- education and early childhood reading,
cians and 700 scientists. The full-color lum recommendation and assessments, says Zhou, whose original picture book
sixth edition has received accolades from adds Zhou, who is working on a science series The Adventures of Sanmaofeaturing
schools, teachers, parents, and the gov- literacy evaluation system modeled a protagonist who has only three hairs on
ernment for developing scientific think- upon the American Association for the his headhas sold more than 10 million
ing and reasoning in the young. Around Advancement of Sciences Project 2061. sets since 1959 and is now available in
2.5 million sets of the latest edition JCPH is also active in organizing events French.
have been sold, and it is now available aimed at brand promotion and aware- Zhou attributes the companys success
in six languages, including Kazakh, ness. The companys magazine The Kingdom (sales doubled between 2010 and 2015) to
Uyghur, and Vietnamese. of Story has sponsored a nationwide meticulous content development. Our
Many of our bestsellers were pub- storytelling competition for the past 18 contributors and editorial team took
lished in the 1950s and 1960s by old years. The success of the 365 Bedtime three years to produce the new edition of
publishing houses, which were acquired Stories picture book series led to the launch 100,000 Whys, she notes. But many
by our parent company, explains Zhou of a spin-off series, Little Frog Stories. content creators today are not as patient
Qing, president and editor-in-chief of We set up a Little Frog storytelling game or meticulous as authors of old. Research
JCPH. Given the shifts in demograph- on our WeChat account, and 90,000 is often insufficiently done, resulting in
ics and market preferences, we are now participated overnight, Zhou says. subpar quality. And that worries me, since
working on ensuring that these old This platform has become our direct- we are determined to create long-running
publications meet current market to-market communications channel for products that can be branded, expanded,
demands and will continue to thrive for more reading activities as well as promo- and promoted extensively. Zhou adds
generations to come. tional services for that brand. that JCPH is looking for new content
For Zhou, successful branding is But it is not just about originals at promoting scientific thinking and
critical in extending the product line, JCPH. We have introduced beloved unique picture books.
22 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
Childrens Books in China
Xinjiang Juvenile
Publishing House
T
his year marked the 60th anni- with famous figures of Chinese history. Xu Jiang, president of Xinjiang Juvenile
versary of Xinjiang Juvenile Mings stories strike a chord not just with Publishing House
Publishing House, which is children from China but also with children
located in Xinjiang, a province from overseasresulting in sales of the cation with our overseas partners. Xus
that makes up one-sixth of series rights to Brazil, Portugal, and team is applying those lessons to pro-
Chinas total land area and the U.S. mote and brand another big series, Marc
borders eight countries, including Another of XJPHs series, the seven- Browns Arthur. We bought 50 titles in
Afghanistan, India, Kazakhstan, and volume Quintessence of Chinese Opera, 2011, and the total sales have already
Russia. Its location in the vast nations makes classic Chinese opera stories acces- exceeded one million copies.
interior and the presence there of 47 sible and enjoyable to children. Launched Increased dealings with overseas part-
ethnic groups have influenced XJPHs during the 2014 Shanghai Childrens ners prompted Xu to establish an office
unique publishing program. Book Fair, this groundbreaking series has in Cologne, Germany, in July 2016, to
Afanti, a Uighur protagonist who is been reprinted five times for a total of forge closer collaborations with and gain
never far from his donkey or a witty 150,000 copies. Four more titles will soon better understanding of the global book
remark, is XJPHs most famous brand. His be added to this series while five more are market. To date, Xu and his team have
stories are inspired by the folklore corpus in development, adds Xu, whose company bought rights from over 20 countries,
of Nasreddin, who lived nearly 750 years has also published a 14-volume series on including Finland, Sweden, the U.K.,
ago and whose stories are celebrated by the Mongolian epic Jangar, illustrated to and the U.S. Among XJPHs most recent
various cultures and countries along the highlight the nomadic culture, warring acquisitions are Chris Monroes Monkey
ancient Silk Road. More than 30 Afanti tribes, and rugged landscape of Mongolia. with a Tool Belt and the Maniac Muffins and
titlescovering picture books, comics, But Xu is just as keen to bring in the Isabelle Simlers Cette nuit-l au muse
and fiction for children ages 312have best books from overseas. Among the com- (That night at the museum).
been created by XJPH since 2005, with panys biggest ever imports is Berenstain Im interested in having current best-
over one million copies sold. Bears. After it bought rights to the series sellers such as the Magic School Bus series
Delving into Xinjiang folktales, his- in 2003, XJPH published 30 Berenstain translated into minority languages, Xu
tory, culture, and literature to produce titles in three years and trademarked says, pointing out the need to make
outstanding titles is what we do best, says the name BeiBei Xiong (literally, BeiBei proven and quality content available in
Xu Jiang, president of XJPH, which is Bears) in China. It took XJPH five long Kazakh and Uighur in the province.
the only multilingual childrens press in years to promote the series, which came However, since sales will only be a frac-
China, with publications in Chinese, into the market at a time when little tion of the simplified-Chinese edition,
Kazakh, and Uighur. At the same time, attention was paid to picture books. Ten publishers do need to consider accepting
mostly due to our remote location, we years later, sales for the series (totaling a lower rights fee for these minority-
are able to give fresh perspectives on, say, 147 titles) exceeded 18 million copies. language editions and to think of it as a
Beijing culture and its tourist attractions. Unfortunately, the rights deal was not philanthropic gesture to help support the
Bao Dongnis When I Was in My Childhood renewed after 2014. reading needs of minority children.
series, for instance, is about snacks, hutongs, It was a huge disappointment and a For Xu, Xinjiangs name, which lit-
and life in old Beijing seen through the big lesson, Xu says. We did not commu- erally means new frontiers, perfectly
eyes of children. Another series, Mings nicate enough on the progress made and encapsulates his mission of leveraging
Adventure, revolves around a young on the effectiveness of the trademark and Xinjiangs cultural diversity, openness,
boys travelsvisiting the terra-cotta events in turning the series into a best- and talents to rise to new market chal-
army, the Forbidden City, and the Great selling brand. We learned the need for lenges and opportunities, domestically
Wall, for instanceand his encounters directand more effectivecommuni- and internationally.
24 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
Childrens Books in China
Zhejiang Juvenile
& Childrens
Publishing House
W
ith its 2016 sales lion copies, with some translated into 11 Wang Zhong, president of Zhejiang Juvenile
accounting for at least languages. Animal stories such as these & Childrens Publishing House
7.5% of the Chinese are suitable for children everywherein
childrens book market, China or overseasbecause there is little Peter Carnavass The Children Who Loved
Zhejiang Juvenile & cultural, social, or national background Books, which has sold 100,000 copies, and
Childrens Publishing in such plots, Wang says. The stories are work with big brands such as Disney (on
House is the indisputable #1 childrens evergreen while also cultivating love and movie tie-ins), DreamWorks (on Kung
publisher in the country, a position it has respect for nature and wildlife. Fu Panda), Hasbro (on My Little Pony),
occupied for the past 14 years. In fact, But Zhejiang Juvenile, which many and the National Geographic Society.
almost 30% of Chinas bestselling chil- industry observers regard as a talent and Annually, Zhejiang Juvenile publishes
drens titles come from this 34-year-old brand incubator, is not focused solely on around 650 new titles, of which 20% are
company. multivolume series. One of its original translations. Its limited success in selling
One series that propels Zhejiang single-volume picture books, I Love You, rights, despite participating in major
Juvenile to the top of the childrens for instance, has been published in Australia international fairs over the years, led to
bookselling ranking is Yang Hongyings and Malaysia, with a U.K. edition set for the companys 2016 takeover o f
Naughty Boy Ma Xiaotiao (titled Mos release soon. We have an abundance of Australian publisher New Frontier
Mischief in the HarperCollins edition). local works and authorsin picture books, Publishing. It was the first overseas acqui-
About 23 million copies have been sold middle grade series, and childrens litera- sition by a Chinese childrens publisher.
since the series 2003 launch; the latest turewaiting to be discovered by children Besides having new publications that
volume (#24), released seven months ago, from other parts of the world, Wang says. we can translate for the Chinese market,
has already passed 570,000 copies sold. Many revolve around universal themes we now have a new conduit to reach the
Then there is Leon Images Charlie IX & that transcend geographic and cultural global market, where our understanding
Dodomo, currently the bestselling series barriers. of consumers needs and demands is not
in the Chinese market. Charlie IXs plot As for translations into Chinese, no where it should be, Wang says.
twists and turns keep children in sus- other series is as popular or closely asso- New Frontiers U.K. branch office is
pense. The eagerly anticipated next volume ciated with Zhejiang Juvenile as the now Zhejiang Juveniles wholly owned
will push the series total sales beyond its Adventures of Tiger-Team. Launched in subsidiary and will focus on promoting
current total of 66 million copies. So 2001, the series has sold tens of millions Zhejiang Juveniles list internationally.
popular is Charlie IX that Zhejiang of copies. Author Thomas Brezinas visits We have the publishing expertise and
Juvenile has produced two different ver- and tours to meet his fans and participate market knowledge honed through years of
sionsa full-color comics version and in various activities throughout China producing blockbuster seriesoriginals
novel versionfor different age groups. were instrumental in branding this series and importedand nurturing home-
Our three biggest brands are Naughty and pushing its sales, Wang says. Together, grown talents, Wang says. Now we are
Ma, Charlie IX, and Shen Shixis animal- we created a longstanding bestseller that seeking collaborations with like-minded
themed fiction seriesand we are focused is essentially Chinas first blockbuster overseas publishers that are looking into
on expanding these IPs into new markets, childrens series. Wang emphasizes the further penetrating the Chinese book
says Wang Zhong, president of Zhejiang need for continuous and close collabora- market through copublishing or transla-
Juvenile, adding that the paperback edi- tion with authors in market-facing com- tions and importing our titles for their
tion of Shens latest, Dream of Being a Wolf munications and interactions. In a year, markets. Lets work together to enrich
King, has sold over 4.8 million copies since the company organizes no fewer than 500 childrens reading world and provide
October 2009. As of December 2016, author-related events. them, wherever they are, with the best
Shens titles have sold upward of 25 mil- Wang and his team also translated titles.
26 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
Childrens Books in China
28 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
Childrens Books in China
In the past several years, social media has become an within an hour with the help of social
media. Another customized product,
increasingly significant part of bookselling and in China Caillou Graded English Readers, was
this convergence has been more fruitful than anyone could promoted through publishing-ser-
vices-company Ivy Dad Education
have imagined and is more advanced than anywhere else Technologys platform at CNY 156, and
in the world. And much of the credit goes to two services: first-day sales hit 3,500 sets. The Chinese
Classic Stories set created by Shanghai
WeChat and Weibo.
A
Animation Studio sold more than 5,000
sets in 24 hours.
ll-purpose mobile app these publishers are adopting, in a very Examples of successful social-media-
WeChat is the Chinese big way, the so-called third platform, based sales are aplenty at 21st Century
answer to WhatsApp. where social media, mobile and cloud Publishing Group as well. In July 2016,
Launched three years ago by computing, and analytics come together. about 14,000 sets of its 12-volume Bear
Tencent, it combines ser- Such social media sites are getting a lot Baby EQ picture book series were sold
vices such as text messag- of attention from venture capitalists. within a three-day period with the help
ing, voice and video calling, mobile pay- Parenting platform Niangao Mama of social media. Two months later, a
ment, branded accounts, shopping, and (whose name means sticky-rice-cake mom), half-day sales promotion of a new three-
games. Verified WeChat accounts with for instance, is so popular with users that volume edition of Unique Magic Stickers
over 100,000 followers are eligible to it received a CNY 60 million ($8.7 netted 10,000 sets sold, aided by social
place advertisements. Currently, WeChat million) investment in January. The media. Then in October, 10,000 sets of
is the leading Chinese social media plat- platform has a broad network of mater- the six-volume A Different Carmela:
form, with 1.1 billion registered accounts nity and childcare communities, Young Readers edition were sold within
and 846 million monthly active users. 100,000-plus articles, and an e-com- a day.
Then there is Weibo, which means merce site with monthly transactions Through social media, word of mouth
microblogging in Chinese. Several totaling CNY 80 million. hits an entirely new level, observes Ao
companies offer weibo services, but the Ran, general manager of Childrens Fun
leader of the pack is Sina Weibo, which Growing Sales and Publishing Company. Since online com-
is a hybrid of Twitter and Facebook. Social Influence munities operate on peer influence, a
With registered and monthly active At Childrens Fun Publishing, social good product review will help to move
users numbering 600 million and 313 media marketing has proven to be very hundreds of sets or copiesor hurt sales
million, respectively, Sina Weibo is effective in promoting and selling if the review is unfavorable, he says.
favored for its fast-loading video content higher-priced titles. One commemora- There is no denying that such commu-
and live streaming. tive Disney book set, Happy Tour in nities are great for kick-starting conver-
In the past year especially, Chinese Disney, published to mark the opening sations around a particular book, author,
publishers are turning to WeChat- and of the Shanghai Disney Resort in June topic, or event and for providing invalu-
Weibo-enabled social media marketing 2016, was marketed at CNY 298 able feedback. Sales potentials aside, I
sites and online communities to create a ($43.40), and 2,989 sets were sold find that online communities can serve
new bookselling channel. In essence, within the first eight minutes, 6,564 as barometers of market needs.
30 P U B L I S H E R S W E E K L Y M A R C H 2 0 , 2 0 1 7
Childrens Books in China
21st Century
A Gallery of Hot Publishing
T
Express Delivery
he ever-present educational slant in the Chinese childrens book industry (and from Dinosaur
World
the market demand therefor) is impossible to miss: the illustrations are not
Dong Yanan
there just for the sake of prettying up the pages but to highlight the content This mysterious
and to educate. And, in consideration of the emotional makeup (and develop- package unveils a
mental needs) of the young, the content is always geared to the thoughtful, prehistoric world
warm, and sensitive. Storybooks and bilingual editions for the very young (up of dinosaurs of
different shapes
to age three) are popping up in this showcase, indicative of a nation that is placing a lot
and colors. The
of emphasis on early childhood education and an industry working hard to fulfill the 10 adventures within contain activi-
content and quality requirements of preschool teachers and young parents. ties, puzzles, and games that will
Also obvious are the presence of many middle grade and young adult titlesthe two keep your child entertained for hours.
categories that have been slow to pick up in China due to its exam-centric education (Ages 58.)
system and pedagogy (which are now set for a complete overhaul in 2020). Humor is a
Youre My Sister
significant element in such titles. Peng Xuejun
Famous names and personalitiesCao Wenxuan, Qin Wenjun, Shen Shixi, Tang Sulan, In a remote and
and Yang Hongying, for instanceare going to be well represented at Bologna. So are mul- scenic village
tivolume series of the educational and fantasy/mystery kind, which have been selling very well where life is
simple, a group
in China, especially through online retailers and social media platforms.
of girls from two
Selling rights are on top of everybodys agenda at Bologna, and Chinese publishers are different fami-
no exception. To ease the rights-selling process, many Chinese publishers are working lies illustrate
on translating their titles and preparing English-language samplers (chapters or whole bonds of love
books) to bring along to the fair. and friendship
that are lasting, pure, and precious.
The 10 publishers profiled in this special report will be at Bologna, and the following
(Ages 814.)
pages contain a sampling of their original Chinese publications on offer, for which they
have provided descriptions.
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Childrens Books in China
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Childrens Books in China
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Super Wings Series (24 Volumes)
Super Wings is an original Chinese cartoon series. Its about Rodek, a
diligent and smart cargo plane, who travels around world with his friends
to deliver surprise boxes to children to help solve their problems. Rodek
reaches out to different children in different places and has a great time with
them. Young readers, through Rodek's travels and stories, will get to know
different cultures, histories and customs.
Bird in the Cloud Do Not Skip Rope with Frog Grandma Becomes An Old Baby Girl of Firefly
This story, based on the authors life It is an ordinary day for an ordinary In this world, only she can tolerate Renowned childrens picture book
experiences, is imaginatively rendered family. But something unusual is your willfulness and bad tempers. author Pengyi teams up with famed
through traditional Chinese paper happening. Lion, giraffe, crocodile, Maybe someday she will forget the childrens illustrator Li Haiyan to tell a
cutting. While the words are few, the ostrich, reindeer, and many other way home, but she will never forget story about human and animals living
story is more than eloquently conveyed animals are coming to find Kekes you. Maybe someday she will finally in the mountain. It leads the reader to a
through the illustrations. The love and mother. But does Keke really want to leave you, but those warm memories beautiful and warm imaginative world.
search for freedom is both thought give them his mother? will have her live in your heart forever.
provoking and exceptionally moving. Pub date: May 2017
Pub date: July,2015 Pub date: March, 2016 Dimensions: 215 mm 285 mm
Pub date: November 2012 Dimensions: 215mm 275mm Dimensions: 205 mm 285 mm Binding: Hardcover
Dimensions: 285mm 240mm Binding: Hardcover Binding: Hardcover Age: 5 - 8
Binding: Hardcover Age: 4-8 Age: 3+ Rights: World rights available
Age: 3+ Rights: World rights available Rights: World rights available
Rights sold for English, Japanese, Swedish, (except for Traditional Chinese edition) (except for Vietnamese edition)
Traditional Chinese and Turkish language
editions.
The Peanut Series (4 volumes) Sparrow The Turtle Family Goes to Sea Little Red Riding Hood Cant
Each volume in this series explains This profound story has wings that Using the unique embroidery patch and See Her Way
to children the concept of happiness fly through the years to reveal hidden cloth cutting techniques combined with Little Red Riding Hood, always curious
through four different topics: pursuing humanity. Compassion and love are collage and multilayered dyeing effects, about the world, wants to visit her
dreams, choosing friends, self-respect, pleasantly revealed through the dim each page in this book is a feast for the grandmother who lives in the forest. But
self-value and self-identity. history in these darkly illustrated pages. eyes. she cant see her way. What difficulties
would she encounter? How would she
Pub date: October 2013 Pub date: May 2015 Pub date: September 2016 face the Big Bad Wolf alone in the forest?
Dimensions: 185mm210 mm Dimensions: 215mm285mm Dimensions: 210mm 210 mm
Binding: Paperback Binding: Hardcover Binding: Hardcover Pub date: November 2016
Age: 3+ Age: 3-6 Age: 3+ Dimensions: 210 mm 210 mm
Rights sold for Arabic, English, French, Rights: World rights available Rights: World rights available Binding: Hardcover
Swedish, and Vietnamese editions. (except for Vietnamese edition) Age: 3+
Rights: World rights available
(except for Vietnamese edition)
jielirights@foxmail.com http://www.jielibj.com
Childrens Books in China
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www.qingshao.net
For rights, contact Cecilia Xi
at 15811573539@vip.163.com