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REPORTSIndustry ReportBook Retail Market of China in 2016

Book Retail Market of China in 2016

2017-03-10 13:37:20
by ipubl

Overall development: Continuing the growth trend of 2015


In 2016, the overall book retail market of china grew to a total size of 10.1 billion us dollars, up by 12.30% over the 9 billion us dollars in 2015. it continued the growth trend of 2015 at a steady rate.


Channel-wise, the difference between physical bookstores and online bookstores was still remarkable. in 2016, the physical bookstores had a year-on-year growth rate of -2.33%, which was a slight decline, indicating a failure to maintain the positive growth trend of 2015. the online bookstores, on the other hand, maintained a 30% or so growth in 2016. the total sales of online bookstores exceeded the total sales of physical bookstores in 2016. in 2016, the main growth driver of online bookstores came from third-party platforms. the third-party book business achieved a 60% or so growth over the previous year.


In terms of market segments, children's books were the main driver of market growth. in 2016, children's books accounted for 23.51% of the total market sales, and surpassed social sciences books (23.09%) to become the largest segment of the book retail market. children's books were also the fastest-growing segment, up by 28.84% over the previous year. they contributed to almost half of the overall market growth. besides, the categories of literature, language, and learning aids also maintained a rapid growth, up by 10% over the previous year.


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In terms of book varieties and prices, the varieties of new books in 2016 remained steady while the prices continued to grow. In 2016, 17.2509 million book varieties were for sale in the Chinese book retail market, and 0.2103 million of them were new varieties, which was a 4.31% increase over the figure in 2015.



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The book varieties remained between 200,000 and 210,000 from 2012 to 2016. They have remained steady for five years in a row. Different from the book varieties that remained steady, the average price of new books continued to grow for three years at a rate of 10% or so. 

 


Bestsellers: Few new books but many "sweet guy" writers


In 2016, the bestselling fiction, non-fiction, and children's books were respectively Keigo Higashino's Miracles of the Namiya General Store, Lung Ying-tai's Watched, and CharlieIX & Dodomo: The Troll on The Snow Mountain. The bestsellers in 2016 showed the following characteristics.


First, there were few new books on the annual bestseller list. According to the annual bestseller list, there was no phenomenal bestseller in 2016 and the list was dominated by "old books". Among the Top 100 fictional bestsellers, only 4 were newly published in 2016. Among the Top 100 children's bestsellers, 11 were new books. Among the non-fictional bestsellers, there were slightly more new books, which added up to 18 varieties, but most of them were sequels to the bestsellers in 2015. No phenomenal bestsellers and domination by "old books" were two of the reasons why the book market in 2016 had a weak growth.


Second, the authors of the annual bestsellers seemed to fall into the category of "sweet guys". Among the bestsellers in 2016, healing works were still popular, taking up an even larger share of the list. The works of "sweet-guy" writers such as Weibo celebrities Liu Tong, Zhang Jiajia, Dabing, Lu Sihao, and Zhang Haochen continued to sell well, with a total of 15 works among the front of the bestseller list. These "sweet-guy" writers were good at writing "sweet stories in daily life" with smooth language. Their little stories were very suitable for segmented reading habit.



Case interpretation:

Readership of Key Bestsellers in 2016


The investigation of readers' reading behaviors revealed that “The Kite Runner” had greater dissemination impact, whereas “Journey Under the Midnight Sun” had the highest reading depth and readership activity. This report selected “Miracles of the Namiya General Store”, “The Kite Runner”, “Journey Under the Midnight Sun”, and “I Belonged to You” as cases for analysis.


· Miracles of the Namiya General Store: Readers were more interested in Keigo Higashino

The first and third of the annual bestseller list in 2016 were respectively Miracles of the Namiya General Store and Journey Under the Midnight Sun. They were both created by Keigo Higashino. This super bestselling writer was popular among readers. The related articles were viewed more than 4.4 million times and forwarded and shared nearly 40,000 times. A comparison between the author data and work data revealed that the author's popularity was significantly higher than the popularity of the two of his most popular works. This means that the author was highly recognized and accepted among the readers.

 

· Popularity of related articles of Keigo Higashino

In terms of age mix, the readers interested in Keigo Higashino were mostly young people, with people aged under 30 accounting for more than 80%. In terms of regional division, Guangdong Province had the largest readership who was interested in Keigo Higashino, followed by Jiangsu Province and Shandong Province.

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In 2016, 150 Keigo Higashino works were for sale. His Top 10 works attracting readers were slightly different than the 2016 annual bestseller list of Openbook. According to the data, although Journey Under the Midnight Sun ranked second on the author's list, it attracted the widest attention of the readers, and had nearly 2 million views. The readers who were interested in Keigo Higashino had the most interest in the field of entertainment, which was followed by culture and society. The readers who were interested in Keigo Higashino also had the most interest in the detective fictionist Qin Ming, author of the Dr. Qin Ming series. Besides, they are also interested in One Hundred Years of Solitude, Ferryman, The Storied Life of A. J. Fikry A Novel, and Criminal Minds.

 

· The Kite Runner: The work is more popular than the author

The popularity of The Kite Runner was much greater than that of the author himself. This case is clearly different from the case of Miracles of the Namiya General Store. The readers interested in The Kite Runner were still mostly young people. Region-wise, the readers interested in The Kite Runner were relatively evenly distributed across China, with Beijing ranking the first at 6.14%. The readers interested in The Kite Runner had extensive preferred book genres, including warmth, fantasy, satire, and misery; or rather, they did not have a typical preference.


The Top 5 fields that they were interested in were entertainment, culture, society, education, and fashion. Writer-wise, the readers interested in The Kite Runner also favored Anthony, Haruki Murakami, Guo Jingming, Sanmao, and Han Han.

 

· I Belonged to You: Mostly young females

The author Zhang Jiajia of I Belonged to You is a superstar writer who is also an editor and director. His articles totaled over 9000. His own popularity was much greater than the data performance of his work I Belonged to You. The readers interested in I Belonged to You were mostly young females. Region-wise, Beijing, Chongqing, and Shanghai were among the top three cities with the largest readership of I Belonged to You. The readers interested in I Belonged to You also favored youth and warmth literary books. Their interest in the field of entertainment approximated 99%, and they were also interested in the fields of fashion, society, and amusement. Writer-wise, the readers interested in I Belonged to You also had the most interest in Haruki Murakami, Sanmao, LuoLuo, Guo Jingming, and Han Han.

 

Bestseller list of the book retail market of China in 2016


Top 10 bestsellers in 2016

Ranking

Title

1

CharlieIX & Dodomo: The Troll on The Snow Mountain

2

Miracles of the Namiya General Store

3

Smiley Cat: An Umbrella that Turns the Time

4

The Kite Runner

5

The Little Girl at the Window

6

Journey Under the Midnight Sun

7

Ferryman

8

The Three Body Problem

9

Watched (illustrated new edition)

10

I Belonged to You: Stories that Touch Everyone


Top 10 children's bestsellers

Ranking

Title

  1

CharlieIX & Dodomo: The Troll on The Snow Mountain

  2

Smiley Cat: An Umbrella that Turns the Time

  3

The Little Girl at the Window

  4

A Dream of Wolf King

  5

CharlieIX & Dodomo: The Village of Scarecrow

  6

The Grass House

  7

Ma Xiaotiao the Imp Series: Peacock Coffee   (collector's edition)

  8

Charlotte's Web

  9

A Chronicle of the Incredible (1): Midnight Amusement  Park

 10

A Chronicle of the Incredible (2): Ancient Castle


Top 10 children's bestsellers

Ranking

Title

1

Miracles of the Namiya General  Store

2

The Kite Runner

3

Journey Under the Midnight Sun

4

Ferryman

5

The Three Body Problem

6

I Belonged to You: Stories that Touch Everyone

7

The Devotion of Suspect X

8

Ordinary World (all three volumes)

9

One Hundred Years of Solitude

10

The Three Body Problem II: Dark Forest


Top 10 non-fiction bestsellers

Ranking

Title

1

Watched (illustrated new edition)

2

Genius on the Left, Maniacs on the Right (complete   edition)

3

Bai Yansong Talks

4

The Three of Us

5

Ok Yes

6

Ninety Years of the Communist Party of China (all   three volumes)

7

Towards the Light

8

A Reread of Letters to Family During the Anti-Japanese War

9

84, Charing Cross Road (collector's edition)

10

Kisses to God


By Data Center of International Publishing Weekly; Beijing Openbook Information Technology Co. Ltd.

2017-03-10 13:37:20
by ipubl

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