Guangzhou is home to a number of well-known book publishers. The People’s Literature Publishing House, Shanghai Translation Publishing House, Yilin Press, Lijiang Press, and China Youth Press are among the best.
Another book publisher thriving in this market is Jindun (Golden Shield) Publishing House, affiliated with the General Logistics Department of the People’s Liberation Army. Its specialized publications target readers in small towns and villages.
1. People’s Literature Publishing House
People’s Literature Publishing House, established in 1951, is a press specializing in literature. It systematically sorts out and publishes excellent works of contemporary Chinese literature, including representative works in the New Literature since the May Fourth Movement, and classical Chinese and foreign literature. It also publishes literature research and various other works.
It is China’s largest and best-known publisher of books on literature. Its publications include literary classics, all-time popular novels, and international bestsellers in a variety of languages. PLPH has published the complete works of Shakespeare, Balzac, Tolstoy, Dostoevsky, Kafka, Hemingway, Sartre and other famous writers.
In addition, it has launched a series of children’s books based on fairy tales and other popular stories from all over the world. Its bestselling children’s books have sold more than a million copies and have been translated into English.
The Chinese government and the country’s leading publishers have stepped up efforts to encourage professional book publishing in the country. Some local governments and publishing companies offer academic grants and awards to authors writing works on science, technology, and engineering. The highest grant is RMB10,000, and the top prize is awarded to a work that has made outstanding contribution to the country’s scientific and technological development.
Another popular field is the lifestyle book market, which includes titles on health, horticulture, animal husbandry, cooking, sewing, knitting and other practical fields. Prominent publishers in this field include China Light Industry Press, Jindun (Golden Shield) Publishing House, Shanghai Scientific and Technical Publishers, Liaoning Science and Technology Press, Jiangsu Science and Technology Publishing House, Guangdong Travel & Tourism Press, China Medical Publishing House, Beijing Sports University Press, and China Agriculture Press.
Moreover, it has also translated some popular science books into Chinese, such as Stephen Hawking’s A Brief History of Time and The Universe in a Nutshell, to catch the “Hawking fever” among Chinese readers. These titles have been reprinted with great success and have sold well in the domestic market.
2. Jindun (Golden Shield) Publishing House
A major book publisher in the Chinese mainland, Jindun (Golden Shield) Publishing House has been around for more than 100 years. Its publishing scope includes literature, art, and science and technology books. The company also publishes magazines and journals, as well as audio and electronic format titles.
The company has established many successful publishing branches and subsidiaries throughout China. It has published more than 16,000 titles, including more than 3,000 fiction bestsellers.
Professional books in the field of engineering and electronics are the most popular and largest selling category in this market. The most important publishers in this area include the China Machine Press, the China National Defense Industry Press, the Beijing Institute of Technology Press, and the Liaoning Science and Technology Press.
Another important field of professional publishing is business and management. The leading business book publishers are the China Financial & Economic Publishing, China Financial Publishing House, Economic Science Press, Economic Management Press, and China Taxation Press. They also have a strong tradition of publishing foreign business textbooks including reprint editions.
Other notable publishers in this field are the China Architecture and Building Press, Shanghai Scientific and Technical Publishers, and China Light Industry Press. In addition, there are many other small and medium size professional publishers specializing in specific fields.
In 2002, there were about 21,000 literature and art titles published in China. Of these, about 8,690 were new titles. Literature and art titles account for 12% of the country’s total annual title output.
There are more than 30 publishers specializing in children’s books. They include the People’s Literature Publishing House, Writers Publishing House, Shanghai Literature and Art Publishing House, Shanghai Translation Publishing House, Yilin Press, Lijiang Press, China Youth Press, Huacheng Press, and Yangtze River Literature and Art Publishing House.
3. China Educational Publications Import & Export Corporation
China Educational Publications Import & Export Corporation, which has its headquarters in Guangzhou, is a large state-owned publishing company. It publishes books, periodicals, and other media products.
The company has a very strong presence in the Chinese market, with an annual sales volume of 300 million yuan. It is one of the top publishers in South China and has a reputation for delivering high-quality goods.
Its publications include a range of books on various topics. It also publishes periodicals and electronic documents.
Many of its titles are in English, and the company has a good relationship with major international publishers. In addition, it has a strong presence in Chinese-language academic journals.
CNPIEGC distributes foreign books and periodicals, as well as other cultural goods, to scientific research institutions, universities, colleges and public libraries throughout the country. Moreover, it has established long-term cooperative relations with many government-approved enterprises.
Book import is a complicated process and requires professional expertise. This is why most clients turn to the services of agents that specialize in this area.
While some of these agencies are state-owned, others are private companies. Typically, these companies work with publishers to sell books to schools, universities and corporations.
This is done through a number of different channels, including wholesale markets and distribution logistics centers. Some companies even manage a number of bookstores, which are known as “hybrid” book chains. These combine wholly owned bookstores with franchise stores.
In 2002, the book wholesale market in China had a total trade volume of US$127 million. This was a significant increase over previous years and indicates that the industry is gaining popularity.
4. China Light Industry Press
The China Light Industry Press is a state-owned publishing house that was established in the 1980s. It has published books in various areas such as education, literature, and culture. It also publishes magazines and other types of publications.
The Chinese government is trying to promote a number of reforms in the book publishing industry. These include separating government functions from enterprises, adjusting structure, optimizing resource allocation, tapping the idle stock, and forming economies of scale. It also seeks to increase the strength of all publishing groups by making them more professional and specialized, so that they can become a new-type market entity.
Since its establishment, the China Light Industry Press has published a large number of textbooks. It is also a major publisher of children’s books.
This is a good example of the trend toward diversification in the book publishing industry. Its major businesses cover book and periodical editing, publishing, printing and copying, distribution, logistics, and copyright trade. It has also launched several other businesses, such as education, travel, overseas study and migration agency, real estate development, and property management.
Besides, it has set up five joint ventures with foreign investors. These joint ventures include The Commercial Press International and Children’s Fun Publishing House.
These joint ventures are a good example of the way in which foreign investment has increased in the Chinese publishing industry. It has led to the emergence of many famous publishing companies such as the Guangzhou Provincial Publishing Group, which specializes in editing and publishing and has over 200,000 titles.
It is important to study the market structure of the Chinese book publishing industry. This is because it will affect the enterprise behavior and performance in the market. The most important indices of market structure are concentration (including the concentration of sellers and that of buyers), product differentiation, and entry barriers.
5. China Travel & Tourism Press
China Travel & Tourism Press has been in operation since the early 1930s and is a leading publisher of books and magazines on tourism. Its publications feature articles on a variety of topics such as scenic beauty, geographic wonders, historic relics and sites, diverse cultures and arts.
In recent years, the Chinese government has opened up the country’s borders, leading to a surge in tourist numbers and increased travel opportunities for locals. This influx of tourists has influenced and affected every aspect of the tourism industry, including hotels, airlines, transportation, restaurants, and cruise ships.
While the majority of Chinese travelers still visit popular international destinations, many are increasingly choosing to spend more time catching up with family members and friends back home. This is especially true for the many Chinese who spent a significant amount of time away from their homes during the recent coronavirus pandemic.
This is reflected in the number of travel-related social media posts that include hashtags such as # or ‘Homecoming.’ It is no surprise then that the Chinese government is making a renewed effort to encourage tourism, both within and outside of its borders. This is evident in its policy of allowing all travelers to bring their families abroad as well as the new visa system that allows Chinese citizens to visit their own country without having to return home first.
As a result, marketing to Chinese travelers requires a specific, locally based approach, given that they are digitally savvy and make frequent use of social media. For example, the recently published report from Oliver Wyman states that independent Chinese travelers are increasingly using their digital devices and social media accounts while on vacation.
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