中國圖書市場前景及投資研究報告-培訓課件外文版2024.5

INDUSTRIES

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MARKETSBookmarketinChinaCHAPTER

01MarketoverviewImportandexportofbookstoandfromChinain2022(inmillionunits)ImportandexportofbookstoandfromChina20224539.024035302520151056.220ImportedbooksExportedbooks3Description:ThestatisticshowstheimportandexportofbookstoandfromChinain2022.In2022,around39millionbookswereimportedtoChina.ReadmoreNote(s):China;2022Source(s):NationalBureauofStatisticsofChina;NPPA(China)ValueofbookimportsandexportstoandfromChinain2022(inmillionU.S.dollars)ValueofbookimportsandexportstoandfromChina202235030025020015010050332.0132.720ImportvalueofbooksExportvalueofbooks4Description:ThestatisticshowsthevalueofbookimportsandexportstoandfromChinain2022.In2022,bookstothevalueof332millionU.S.dollarswereimportedtoChina.ReadmoreNote(s):China;2022Source(s):NationalBureauofStatisticsofChina;NPPA(China)BookpublishingindustryrevenueinChinafrom2016to2021(inbillionyuan)BookpublishingrevenueinChina2016-2021120100108.2298.9796.3693.7387.9683.238060402002016201720182019202020215Description:TheannualrevenueofChina'sbookpublishingindustrysurpassed108billionyuanin2021,indicating12.3percentyear-on-yeargrowth.Therewere225,000newtypesofbookspublishedinthecountrythatyear.

ReadmoreNote(s):China;2016to2021Source(s):;Varioussources(ChinaNationalPressandPublicationAdministration)RetailsalesrevenueofbooksinChinafrom2013to2022(inbillionyuan)BookretailsalesrevenueinChina2013-2022120102.2798.6897.0810080604020089.387.180.370.162.4555020132014201520162017201820192020202120226Description:TheretailsalesrevenueofbooksinChinadeclinedby12percentto87billionyuanin2022.Shortvideoe-commercewastheonlychannelthatreportedrevenuegrowthanditsrevenuesharehasjustsurpassedthatofphysicalbookstores.

ReadmoreNote(s):Asia,China;2013to2022Source(s):OpenBook;SohuAveragenumberofbooksreadannuallyinChinain2022,byagegroupAveragenumberofbooksreadinChina2022,byage1211.141088.11642018yearsandaboveBelow18years7Description:AccordingtothesurveyonChinesereadinghabitsconductedbetweenOctober2022andFebruary2023,respondentsagedabove18yearsread,onaverage,8.11books,anincreasefrom8.06booksinthepreviousyear.Childrenandteensgenerallyreadmorebooksthanadultsinthesurvey.ReadmoreNote(s):China;October2022toFebruary2023;1,104,879respondentsSource(s):ChineseAcademyofPressandPublication;ThePaperCHAPTER

02PublishingNumberofpublishedbooktitlesinChinafrom2012to2022NumberofpublishedbooktitlesinChina2012-2022600,000529,197519,250512,487505,979499,884502,246489,051500,000400,000300,000200,000100,0000475,768448,431444,427414,005201220132014201520162017201820192020202120229Description:ThisstatisticshowsthenumberofpublishedbooktitlesinChinabetween2012to2022.In2022,around502,246Chinesebooktitleswerepublished.ReadmoreNote(s):China;2012to2022Source(s):NationalBureauofStatisticsofChina;NPPA(China)NumberofnewlypublishedbooksinChinafrom2012to2022NumberofnewlypublishedbooksinChinafrom2012-2022300,000262,415260,426255,981255,890255,106247,108241,986250,000200,000150,000100,00050,0000224,762225,253213,636205,2612012201320142015201620172018201920202021202210Description:ThestatisticshowsthenumberofnewlypublishedbooksinChinafrom2012to2022.In2022,thenumberofnewpublicationsinChinaamountedtoapproximately205,261.ReadmoreNote(s):China;2012to2022Source(s):NationalBureauofStatisticsofChina;NPPA(China)AmountofpublishedprintedbookcopiesinChinafrom2012to2022(inbillioncopies)AmountofpublishedprintedbookcopiesinChina2012-2022141211.8611.410.610.3710.01109.249.048.668.318.187.92864202012201320142015201620172018201920202021202211Description:ThisstatisticshowstheamountofpublishedprintedbooksinChinafrom2012to2022.In2022,approximately11.4billioncopiesofpublishedbooksexistedinChina.ReadmoreNote(s):China;2012to2022Source(s):NationalBureauofStatisticsofChina;NPPA(China)BookprintinginChinain2022,bygenre(inmillioncopies)BookprintinginChina2022,bygenreBooksprintedinmillioncopies01,0002,0003,0004,0005,0006,0007,0008,0009,00010,000Culture,science,educationandsportLiterature8,761.16810.73Politicsandlaw429.86229.3LanguagesArt193.05179.98166.27131.92100.5594.81HistoryandgeographyIndustrialtechnologyEconomicsMedicineandhealthcarePhilosophyMathematics,physicsandchemistryGeneralsocialsciencesBiology63.7140.1333.3612Description:ThestatisticshowstheprintingofbooksinChinain2022,bygenre.In2022,around430millioncopiesofbooksthatdealtwithpoliticsandlawwereprintedinChina.ReadmoreNote(s):China;2022Source(s):NationalBureauofStatisticsofChina;NPPA(China)NumberofbookpublishersinChinafrom2010to2020NumberofbookpublishersinChinafrom2010to202070058358358458458558558558658158058160050040030020010002010201120122013201420152016201720182019202013Description:ThenumberofbookpublishersinChinaremainedaround580between2010and2020.ChinaPublishing&Media,PhoenixPublishing&MediaGroup,andChinaSouthPublishingaresomeoftheprominentpublishinghousesinthecountry.ReadmoreNote(s):China;2010to2020Source(s):E;NPPA(China)LeadingChinesepublishingcompaniesin2022,byannualrevenue(inbillionU.S.dollars)Highest-grossingChinesepublishingcompanies20222.51.992.01.51.00.50.01.360.830.42JiangsuPhoenixPublishing&MediaChinaSouthPublishingChinaPublishing&MediaChinaSciencePublishing&Media14Description:JiangsuPhoenixPublishing&MediaremainedtheleadingChinesepublishinghouse.In2022,thecompanyreportedanannualrevenueof1.99billionU.S.dollars,rankingtenthamongtheglobalpublishers.ChinaSouthPublishingfollowedwith1.36billionU.S.dollars.ReadmoreNote(s):China;2022;basedoncompanyrevenuein2022Source(s):buchreport;LivresHebdo;PublishersWeekly;Sohu;TheBookseller;Website()CHAPTER

03RetailsalesDistributionofbookretailsalesrevenueinChinainJuly2022,bysaleschannelDistributionofbookretailmarketinChina2022,bychannel90%81.96%80%70%60%50%40%30%20%10%10.41%5.81%1.83%0%OnlinesalesPhysicalretailGroupbuyingLibrarysupply16Description:OnlinechannelswerethemainbookretailrevenuesourceinChina.InJuly2022,physicalbookstoresaccountedforonly10.4percentofthetotalbookretailmarketinChina.Overhalfofthebooksaleswasgeneratedfromculture&educationandchildrenbooks.ReadmoreNote(s):Asia,China;July2022Source(s):ThePublishersAssociationofChina;Website()OnlinesalesrevenueofbooksinChinafrom2013to2022(inbillionyuan)OnlinesalesrevenueofbooksinChina2013-20229077.488070605040302010076.7273.7771.5157.345.936.5282117201320142015201620172018201920202021202217Description:In2022,China'sbookretailmarketgeneratedasalesrevenueofaround73.8billionyuanfromtheonlinechannels.E-commerceandshortvideoplatformscontributedover80percentofthetotalbookretailsales.

ReadmoreNote(s):Asia,China;2013to2022Source(s):OpenBook;SohuSalesrevenueofphysicalbookstoresinChinafrom2013to2022(inbillionyuan)SalesrevenueofphysicalbookstoresChina2013-20224034.434.43433.635302520151053332.130.7621.220.3613.332022020132014201520162017201820192020202118/statistics/733902/china-physical-book-store-retail-sales-revenueTheretailsalesrevenueofphysicalbookstoresinChinadroppedtothelowestpointintherecentdecade.In2022,bricks-and-mortarbookstoresgeneratedasalesrevenueof13.3billionyuan,a37percentdeclinecomparedtothepreviousyear.

ReadmoreNote(s):Asia,China;2013to2022Source(s):OpenBook;Sohu;DistributionofonlinebookstoresalesrevenueinChinainAugust2023,bygenreDistributionofonlinebookretailmarketinChina2023,bygenreShareofsalesrevenue15%0%5%10%20%25%30%35%ChildrenSocialsciences32.2%23.69%Literature&art21.82%Culture&educationTechnology&life13.92%8.37%19Description:InAugust2023,childrenbooksaccountedfor32.2percentofthetotalonlinebookretailmarketinChina.Inthatmonth,onlinebookstoresalesrevenuereporteda12.7percentdropcomparedtothecorrespondingperiodinthepreviousyear.

ReadmoreNote(s):Asia,China;August2023Source(s):ChinaPublishing&MediaJournal;Varioussources(NetworkPublicationDataDistributionSystem)DistributionofphysicalbookstoresalesrevenueinChinainAugust2023,bygenreDistributionofofflinebookretailmarketinChinaAugust2023,bygenreShareofsalesrevenue20%0%5%10%15%25%30%35%40%45%Culture&educationSocialsciencesChildren41.09%23.07%17.53%Literature&artTechnology&life12.56%5.75%20Description:InAugust2023,cultureandeducationbooksaccountedforover40percentofthetotalbrick-and-mortarbookstoreretailmarketinChina.Duringthatmonth,China'sphysicalbookstoresalesrevenuereportedatenpercentdropcomparedtothesamemonthinthepreviousyear.ReadmoreNote(s):Asia,China;August2023Source(s):ChinaPublishing&MediaJournal;Varioussources(NetworkPublicationDataDistributionSystem)GrowthrateofonlinebookretailsalesrevenueinChinainAugust2023,bygenrePurchasingtrendofonlinebookstoresinChinaAugust2023,bygenreYear-on-yearchange-20%-35%Culture&education-30%-25%-15%-10%-5%0%-31.08%Technology&lifeOverall-15.83%-12.72%Literature&artSocialsciencesChildren-12.6%-7.39%-0.88%21/statistics/1346941/china-online-book-retail-sales-growth-by-book-categoryInAugust2023,onlinebookstoresinChinarecordeda31percentrevenuedeclineincultureandeducationbookssalesthanthesamemonthinthepreviousyear.Overall,onlinebookretailsalesreportedtodecreaseby12.7percentinthecountry.

ReadmoreNote(s):Asia,China;August2023Source(s):ChinaPublishing&MediaJournal;Varioussources(NetworkPublicationDataDistributionSystem)GrowthrateofonlinebookretailsalesrevenueinChinainAugust2023,bygenrePurchasingtrendofphysicalbookstoresinChinaAugust2023,bygenreYear-on-yearchange0%-30%Children-20%-10%10%20%30%27.18%Technology&lifeLiterature&artCulture&educationOverall24.46%14.25%-5.91%-10.02%Socialscience-23.19%22Description:InAugust2023,physicalbookstoresinChinasoldabout27percentmorechildrenbooksthanthesamemonthinthepreviousyear.Overall,offlinebookretailsalesreportedtodecreasebytenpercentinthecountry.

ReadmoreNote(s):Asia,China;August2023Source(s):ChinaPublishing&MediaJournal;Varioussources(NetworkPublicationDataDistributionSystem)CHAPTER

04ConsumptionNumberofbooksathomeamongChinesereadersasofApril2022AmountofbooksstoredathomeamongChinesereaders2022Shareofrespondents0%5%10%15%20%25%30%28.4%35%40%Morethan1,000books501to1,000books201to500books101to200books50to100books35.6%16.1%9.1%7.4%Under50books3.3%24Description:AccordingtoasurveyonChinesereadersconductedinApril2022,over60percentofrespondentshadmorethan500booksathome.ThesamesurveyshowedthatmorethantwothirdsofChinesereaderspreferredtoreadathome.

ReadmoreNote(s):China;April2022;1,600respondents;13-52yearsSource(s):Analysys;AveragemonthlycostsonbuyingbooksinChinaasofApril2023MonthlyconsumerspendingonbooksinChina2023Shareofrespondents0%5%10%15%20%25%30%35%0to50yuan51to100yuan27.52%31.78%101to300yuan301to500yuan501to1,000yuanAbove1,000yuan25.41%9.27%3.64%2.39%25Description:AnannualsurveyonbookconsumptioninChinadiscoveredthatthemajorityofrespondents(57percent)spentbetween51to300yuanonbookseachmonthasofApril2023.Comparedtothesurveyresultsinthepreviousyear,theshareofrespondentsspendingover100yuanamonthonbookpurchasesincreasedbyover10percentagepoints.ReadmoreNote(s):China;April2023;10,000+employedpeople;18yearsandolderSource(s):36Kr;Website()LeadingfactorsinfluencingbookpurchasedecisionsinChinaasofApril2023BookpurchaseinfluencefactorsinChina2023Shareofrespondents0%10%20%30%40%50%60%70%80%80.56%90%Content&topicAuthors/translators65.66%64.92%Publisher/bookbrandBookcritics/reviews41.56%Booktitle28.08%RatingsonbookreviewplatformsBest-sellerlist25.3%24.9%21.09%16.71%RecommendationsfromacquaintanceRecommendationsfrominfluencersRecommendationsfromcompanysupervisorsShortvideos8.7%4.38%1.35%Others26Description:Accordingtoa2023surveyinChina,bookconsumersweremostvaluingcontentandtopic,theauthorsortranslators,andthepublisherwhenbuyingabook.Thesurveyalsofoundthatonlyaquarterofrespondentswouldbeinfluencedbybest-sellerlistsinbookpurchases,showingadeclinecomparedtotheprevioussurveyresults.ReadmoreNote(s):China;April2023;10,000+employedpeople;18yearsandolderSource(s):36Kr;Website()MajorchannelsforbuyingbooksinChinaasofApril2023PopularbookpurchasechannelsinChina2023Shareofrespondents0%10%20%30%40%50%60%70%64.41%61.91%33.54%DirectsaleschannelsfromthepublishersPhysicalbookstoresPinduoduo29.68%20.73%19.67%Duozhuayu11.09%11.03%ConfuciusDouyin10.35%WeChatVideoChannelXiaohongshu(RED)Bookstoresatairports/trainstationsGotitforfreefromthecompanyOthers6.2%2.5%2.44%0.97%7.56%27/statistics/1425845/china-popular-book-purchase-channelsAccordingtoa2023surveyinChina,andJD.comwerethemostpopularchannelsforbookpurchases,confirmedbyover60percentofrespondents.Oneinfivesurveyparticipantssaidtheyboughtbooksfromphysicalbookstores.

ReadmoreNote(s):China;April2023;10,000+employedpeople;18yearsandolderSource(s):36Kr;Website()BookgenrespreferredbyrespondentsinChinaasofApril2023Mostin-demandbookgenresinChina2023Shareofrespondents0%10%20%30%40%50%60%CultureHumanities&socialscienceSelf-help56.52%40.62%36.67%34.86%ClassicalliteratureBusinessmanagementBiography30.24%29.09%27.76%25.21%Finance&economyHistory&militaryParenting20.23%19.52%Education&schoolingWorkplace-relatedLife&health16.23%15.31%15.14%Popularscience28Description:A2023surveyinChinafoundthatbooksaboutcultureweremostbelovedamongrespondentswhoareworking,witharesponserateof56.5percent.Humanitiesandsocialsciencecameinsecondinthesurveywith40.6percentofrespondents.Cartoonsandcomicswastheleastpopularbookgenre.ReadmoreNote(s):China;April2023;10,000+employedpeople;18yearsandolderSource(s):36Kr;Website()DailytimespentonreadingbooksinChinaasofApril2023BookreadingtimeperdayinChina2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%Below30minutes30minutesto1hour1to2hours24.79%41.44%23.08%2to5hours9.89%Morethan5hours0.8%29Description:Ina2023surveyinChina,over75percentofrespondentsreportedtospendatleast30minuteseachdayonreadingbooks.Booksaboutculture,humanitiesandsocialsciences,aswellaspersonaldevelopmentwerethemostpopulargenresamongthesurveyparticipants.ReadmoreNote(s):China;April2023;10,000+employedpeople;18yearsandolderSource(s):36Kr;Website()PopulartimetoreadbooksinChinaasofApril2023FavoritetimetoreadinChina2023Shareofrespondents0%10%20%30%40%50%60%70%Weekend/holidaysBeforebedtime64.18