【Baidao Editor's Note】Under the background of the national war against the "epidemic", the publishing industry gave full play to the advantages of public opinion, used knowledge to help fight the epidemic, marched forward bravely with "key products", and handed in a satisfactory answer sheet. So, what are the key products they are marketing? What are the marketing highlights? Baidao.com interviewed the heads of the marketing departments of several publishing houses to learn about the "key products" in the publishing industry during the special period.
Image source: "New Era Cup" 2019 Times Publishing·China Bookstore Annual Tribute Event (Jingguang·Shangyue)
Thanks to the following interviewees
(in alphabetical order of the publisher)
Anhui Children's Publishing House Marketing Department Director Zhan Weiwei
21st Century Publishing House Group Publishing Company Executive Deputy General Manager Wang Junxiao
Guangdong People's Publishing House Vice President Chen Zhiqiang, Deputy Director of Publicity and Promotion Department Dong Fang
Haiyan Publishing House Marketing Director Du Dandan, and Director of Publishing Department Jia Wumin
Director of Marketing Department of Hunan Children's Publishing HouseDeng Chao
Vice President of Huacheng Publishing HouseCai Bin
Head of Media Propaganda Department of Nanjing University Press
Vice President of Shandong Friendship Publishing HouseHan Gangli
Online Marketing Propagandist of Shanghai Painting and Calligraphy Publishing HouseZhang Ruoxi
Director of Marketing Department of Shanghai Translation Publishing HouseDing Lijie
Director of Social Science Literature Publishing House Yun Duo
Zhejiang People's Publishing House Marketing Director Jin Jifa
Zhejiang Children's Publishing House Marketing Center Deputy Director Ye Wei
Zhejiang Literature and Art Publishing House Marketing Center Jiang Li
Cultural and educational parent-child products, online and offline strategies
The outbreak of the epidemic, schools With the delayed start of school, most children stay at home. How to arrange their children's study and leisure life is a topic of concern to many parents. To this end, many publishing houses focus on launching cultural and educational and parent-child books to enrich children's lives and improve their reading ability.
Sichuan People's Publishing House has done a lot of promotion and subscription work in culture and education. Before the Spring Festival, they launched several varieties involved in the second volume of the fourth grade of the "Happy Reading" series, which is a recommended reading list for spring textbooks. The "Happy Reading" series contains 4 varieties. In the past, there were many competing products, but this time the publishing house took the time advantage and issued the first batch of products before the deadline of the Spring Festival logistics. After the previous recommendation and subscription work, it has now become the key recommended reading list of Xinhua Bookstores in various provinces. This set of books has been on the market for less than a month, and the January data of open-book monitoring has reached more than 7,000 sets, which is very impressive.
In addition, Sichuan People's Publishing House's key book department " Libo Chinese Enlightenment Class" is also used in combination with textbooks. Zhou Xiaoqin, director of the marketing center, actively introduced its highlights: the series of "Li Bo Chinese Enlightenment Classes" combines two marketing hotspots: First, the author of the series, Mr. Li Bo, is one of the commentators on the Chinese Poetry Conference program. It was broadcast during the Spring Festival, and the ratings hit a new high due to people's stay at home for epidemic prevention, which made this set of books have their own hot spots. Second, this series of books is an expanded reading list synchronized with the new textbooks edited by the Ministry. One lesson is taught. On the basis of intensively lecturing the text, it expands literature, history and even popular science stories to meet the current requirements of Chinese teaching. In addition, the proportion of ancient poetry and prose in the new textbooks edited by the Ministry has increased significantly. The series of "Libo Chinese Enlightenment Classes" series of books include all the ancient poetry and prose that appear in the textbooks, including the ancient poetry and prose mentioned in "Accumulation Over Time". Mr. Li Bo has a solid foundation in ancient prose, and he is familiar with all kinds of literature and history. The explanation of ancient poetry and prose is the essence of the "Li Bo Chinese Enlightenment Class" series of books. This book is a good choice for children who have a good Chinese foundation and want to expand their language outside the classroom. At the same time, this is also a highlight of this book that distinguishes it from other Chinese teaching books.
"Li Bo Chinese Enlightenment Class (First Grade Second Volume)"
Click the book cover to buy it in the three major online stores
Publisher: Sichuan People's Publishing House
Author: Li Bo
Publishing time: April 2019 Chinese Enlightenment Class (Second Grade 2)"
Store purchase
Publisher: Sichuan People's Publishing House
Author: Li Bo
Publishing time: February 2020
"Li Bo Chinese Enlightenment Class (Volume 7 Grade 2)"
Click on the book cover to purchase
Publishing in the three major online stores Publisher: Sichuan People's Publishing House
Author: Li Bo
Publishing time: April 2019
Under the background of popular Chinese poetry conference and vigorous promotion of traditional culture such as poetry, parents are paying more and more attention to the education of children's traditional culture . "Tang and Song Poems for Children" is also one of the key products currently promoted by Sichuan People's Publishing House. The author uses children's language to describe Tang and Song poems, and creates high-quality products from the perspective of children. The content is easy to understand, which is very suitable for four to four Ten-year-old children play an enlightening role in learning poetry culture for children.
"Poems of the Tang and Song Dynasties for Children (Paperback Edition)"
Click the book cover to buy it in the three major online stores The publishing house focuses on marketing the "New Kids" book series. This set of books is aimed at children from grades one to three, with 4 books in each grade. According to children of different ages, combined with their reading characteristics, they can cultivate reading ability in many aspects. In addition, the Russian classic children's literature "Mihao Family" was also launched, telling the interesting life and growth story of the kitten "Mihao Family". The deep-seated connotations of the kittens' wonderful adventure journey are: the establishment and maintenance of friendship, the maintenance of family bonds, and the methodology of "think before you act", which is of educational significance and has a wider reading age group, which is very suitable for parent-child reading.
"My Good Family" has also co-produced a cartoon with Europe and the United States, which has been introduced into China. According to Zhan Weiwei, director of the Marketing Department, the publishing house is currently communicating, and the plans for publicity materials and scene materials are also being completed. Compared with the similar product "Little Pig Peppa", "Mihao Family" has a different educational concept. The publishing house and related promoters are also negotiating and discussing cooperation and authorizing peripherals, including books and dolls.
"Mihao Family Parent-Child Interactive Story Book (10 volumes in total)"
Click the book cover to buy it in the three major online stores
Publisher: Anhui Children's Publishing House
Author: [Russia] CTC Network United Co., Ltd. produced, Wind Bell Tree Children's Book
Publication time: January 2020
"British Children's Comics Encyclopedia" is a set of interesting, fun and authoritative encyclopedic comic books. Currently, Hunan Children's Publishing House (referred to as Xiang Shaoshe) is re-launching it. 50 volumes have been published, the content and quality of the books are highly recognized by readers, and more than 3 million copies have been sold in three years. According to Deng Chao, director of the Marketing Department, there are three marketing highlights for this set of books: First, it was recommended by CCTV, and the book has been recommended many times by CCTV2's "First Time" column and CCTV14 Children's Channel; the second is to develop strategies in key channels, although The channel layout of this book is diversified, but it was re-launched on , JD.com, and . Last year, it was listed as the TOP1 most popular paper book on JD.com. The course is a value-added service for group purchases. At present, the book has a good effect in the group purchase of the self-media community.
In addition, Xiang Shao Club also plans to remake a high-quality reading promotion video for "British Children's Cartoon Encyclopedia (1-50)", which will be launched on JD.com, Dangdang, Tmall, community sales and other recommendation platforms. And "Stupid Wolf's Story Series" has great IP value. According to Deng Chao, Xiang Shaoshe produced 36 episodes of the cartoon "Stupid Wolf and His Friends", which were broadcast on major TV stations and video platforms. Wolf Little Reader serves and interacts, and the publishing house is planning the online and offline essay writing activities of "The Second Stupid Wolf Story Everyone Writes Essay Competition".
"British Children's Comics Encyclopedia (set 1-40 volumes)"
Click on the book cover to buy in the three major online stores Time: In November 2019, Ding Lijie, Director of
Marketing Department, introduced, "The Great Many" (Painted phonetic version) is a key product being marketed by Shanghai Translation Publishing House. "This set of books incorporates Mr. Zhou Qing's educational philosophy through vivid and interesting stories, and has considerable guiding significance for families to cultivate healthy, sunny and intelligent children." In addition, the publishing house will also market a series of high-quality children's books , not only paper books, but also e-books and audiobooks such as "Charlotte's Web", "The Elf Mouse Little Brother" and "The Swan Playing the Trumpet". The publishing house plans to work with the sales platform to recommend these high-quality books to young readers across the country.
"Flying Gifts (Amazing Many Colorful Painted Phonetic Versions)"
Click on the book cover to buy it in the three major online stores
Publisher: Shanghai Translation Publishing House
Author: Zhou Qing
Publication time: December 2019 Little Pig Flashlight (The Great Many Colorful Painted Phonetic Version)"
Click the book cover to buy it in the three major online stores
Publisher: Shanghai Translation Publishing House
Author: Zhou Qing
Publishing time: December 2019
"Shining" Days (Fantastic Many Colorful Painted Phonetic Versions)"
Click the book cover to buy it in the three major online stores
Publisher: Shanghai Translation Publishing House
Author: Zhou Qing
Publishing time: December 2019
"Mysterious Deskmate ( The great many colorful painting phonetic version)"
Click on the book cover to buy it in the three major online stores It has important practical significance, so this kind of books is also the promotion focus of many publishing houses.
Shandong Friendship Publishing House launched the "Hidden in" series, including "Twenty-Four Solar Terms Hidden in Maps", "Ancient Poems Hidden in Maps", and "Idioms Hidden in Maps". They combine the knowledge of integrity, geography, and language with their unique maps, exquisite hand-painted illustrations, and extensive knowledge expansion. Through reading, they integrate various disciplines, so that knowledge is no longer a breakpoint, but a sea.
"The Twenty-Four Solar Terms Hidden in the Map (All Four Volumes)"
Click on the book cover to buy it in the three major online stores : June 2019
"Ancient Poems Hidden in Maps"
Click the book cover to buy it in the three major online stores
Publisher: Shandong Friendship Publishing House
Author: Staxiong Culture Editor; Time: June 2019
"Idioms Hidden in Maps"
Click the book cover to buy it in the three major online stores In May 2019,
and Sichuan Children's Publishing House recently launched the third series of "Romantic Talking National Treasures", including "Dunhuang Mogao Grottoes", "Qin Shihuang Terracotta Warriors Museum" and " Taipei Palace Museum ". Maintain the style of the first two series, and explain representative cultural relics through the method of "humorous comics + national treasure interviews", expand children's cultural knowledge, and stimulate children's interest in traditional Chinese culture.
"Comic Museum Series - Manga National Treasure. The Third Volume (3 volumes)"
Click the book cover to buy it in the three major online stores Publication date: February 2019
21st Century Publishing Group Publishing Company focuses on the preparation of the " Greater China Treasure Hunt " project, and will launch a series of new products "Hainan Treasure Hunt" and a sub-series "Dinosaur World Treasure Hunt" in the near future. Executive Deputy General Manager Wang Junxiao said that this series is the best among the original works of the publishing house, and the books combine geography, patriotism, historyThe combination of other content can not only enrich the reading life of small readers after school, but also help them acquire knowledge. In order to cooperate with the book promotion, the publishing house will also launch related activities such as theme knowledge contests.
"Great China Treasure Hunt (26 volumes)"
Click the book cover to buy it in the three major online stores At the beginning of the year, the club focused on "12 Letters from Kai-Fu Lee to Teenagers", author Zhao Lihong 's original Little Black Tiger, "Dear Nature" prose juvenile reading book by Bao Erji Yuanye, and "Classic Happy Reading of Famous Primary School Students" with extracurricular reading Books, etc.
"Dear Nature"
Click the cover of the book to buy it in the three major online stores
Publisher: Zhejiang Children's Publishing House
Author: Baoerji Yuanye
Publishing time: August 2019
"Primary school famous classic happy Reading Department (Grade 5) "
Click the book cover to buy it in the three major online stores.
Publisher: Zhejiang Children's Publishing House
Author: Li Jianshu
Publishing time: August 2018
It is understood that Haiyan Publishing House has recently marketed The key product is the "Republic of Great Scientists Story Series", including "Tu Youyou Goddess of Qinghao" and other single books.
Epidemic-related readings, use knowledge to escort health
After the outbreak, a number of publishing institutions quickly launched a batch of epidemic-related popular science books and psychological healing books to protect the physical and mental health of the public.
Guangdong People's Publishing House pays attention to the epidemic, starts from the perspective of characteristic topic selection, organizes topic selection, and cooperates with Central People's Broadcasting Station to publish "Angel Diary", which is the real record of front-line medical staff in the process of assisting Wuhan. "Guangdong Relief Diary", in cooperation with Guangdong Radio and Television Station , collects the personal diaries of medical staff to reflect the real situation on the front line. In order to increase readability, the publishing house invited Lin Dihuan, the author of Kobayashi comics, to create illustrations. In addition, "Remembering the Epidemic: Prayer, Isolation and Symbiosis" was also launched, which reflects on the relationship between human beings and disease and reviews several plague disasters in human history. During the
epidemic, Huacheng Publishing House and the Mental Health Branch of China Health Care Association launched the "New Coronavirus Pneumonia Psychological Intervention Guide" as soon as possible. This is the first officially published psychological intervention guidebook in China, which is of great significance. The e-book of this book has been launched simultaneously on the National Traffic Broadcasting Alliance Emergency Manual, Palm Reading Reading, Migu Reading, WeChat Reading, QQ Reading, Wuhan Bokan.com, Wuhan Health We-Media Nutrition Plan, and Zhiwang. It is free for readers to read. Audiobooks will also be available on the Central Radio and Television Station Cloud Listening App, and Lazy Listening to Books will be launched.
Zhejiang People's Publishing House, on the one hand, postponed the original key products, such as Guo Degang's new book has been pushed to May. On the other hand, a number of books have been launched in response to the epidemic, such as "Anti-epidemic Spiritual Recipe", which was written by Zhuang Enyue, a writer who experienced SARS in 2003. The whole book is based on "Anti-epidemic Spiritual Prescription". Cherish health, self-improvement, take responsibility and other aspects, inspiring and helping people who are currently fighting against the epidemic has high practical significance and social value, showing the responsibility of the publishing house. At present, the publishing house has donated 3,000 copies of "Anti-epidemic Spiritual Prescription" to Wuhan through the Guanghua Foundation.
In addition, Jin Jifa, director of the Marketing Department of Zhejiang People's Publishing House, also introduced that the publishing house launched "The Virus Attacks" by American author Wolf in 2014. The book comprehensively observes the relationship between humans and viruses from the perspective of species evolution, especially the transmission of viruses between animals and humans, including the primate origin of AIDS; examines today's socioeconomic globalization, human lifestyles and behavior patterns The impact of changes in emerging and re-emerging infectious diseases on the epidemic of emerging and re-emerging infectious diseases, and inform the public of the need to take necessary self-protection. During this epidemic, the publishing house published the handout of the book again to promote it to the public. For 12 consecutive days starting from March 10, members of the National Committee of the Chinese People's Political Consultative Conference read "The Virus Strikes" internally. Every day, a member of the National Committee of the Chinese People's Political Consultative Conference guides people to read "The Virus Strikes" to help people understand the epidemic and deal with public health issues.
Zhejiang Literature and Art Publishing House published the popular science book "Super Scientist" for children and recorded audio. The biggest feature of this book is that it can help children scientifically understand some disease knowledge and scientific protection knowledge.
Literature, history and art books to enrich people's home life
In addition to culture and education, parent-child books and popular science books on epidemic prevention, many publishers focus on literature, history and art books to enrich people's spare time at home.
Zhejiang Literature and Art Publishing House In the literature category, the publishing house released Chen Danyan 's "Room where the past lived", which ranked first in the new cultural book list of Chanlian Dangdang.com for many weeks.
"Room where the past lived: Chen Danyan's museum trip"
Click the book cover to buy it in the three major online stores The comic version of the well-known TV series and novel "Langya Bang" and the national manga "Tiang Feng Xing" with over 200 million online readings, the marketing highlights of these two books lie in the extension value of IP and the style of national comics. Luo Yunduo, deputy director of the marketing department, said that at present, the publishing house pays attention to the online nature and youth when preparing marketing materials. Corresponding tonal product videos are released according to a certain rhythm, tracking hot topics, "rubbing" hot spots, and displaying products. In addition, rich book gifts are also prepared for the online sales platform, such as "Tibetan Feng Xing", which comes with character cards.
Social Science Literature Publishing House has formed a series of brands in the industry and readers, such as Oracle series, Thorne series, Qiwei, Jiuselu, Thought Club, Fangcun, etc. In addition, the " book " is a large series of books launched by the Social Sciences Literature Publishing House in recent years. It consists of a series of authoritative research reports. The current situation and development trend of various fields are analyzed and forecasted. The 2020 editions of the "books" have been put on the shelves in the official Taobao store of the book.
In order to give readers a glimpse of the art of calligraphy and painting, and to improve their cultural and historical accomplishments, Shanghai Painting and Calligraphy Publishing House recently launched the first series of the series "Titles on the Sea". The series of books invites five famous scholars in the field of calligraphy and painting to select carefully from a series of articles on history and art that they have accumulated for a long time, classify them into categories, and publish them in a collection. The publishing house has already prepared an overall marketing plan for this set of books, and has also tried to invite the authors to jointly prepare audio and video materials for later publicity. They said that they would strive to invite authors to do offline sharing activities after the epidemic or during the Shanghai Book Fair. In addition, Shanghai Calligraphy and Painting Publishing House will also launch the "Comprehensive Extension Collection of Bronze Ware Collected by the National Library" for pre-sale in the new year of 2020.
"Title on the Sea · Cao Baolin : Yanbian Yanyan"
Click the book cover to buy it in the three major online stores
Publisher: Shanghai Painting and Calligraphy Publishing House
Author: Cao Baolin
Publishing time: December 2019
"Marine Title" Lapel Lin Xiu: Zizhuzhai Art Talk
Click on the book cover to buy it in the three major online stores
Publisher: Shanghai Painting and Calligraphy Publishing House
Author: Lin Xiu
Publishing time: December 2019
"Sea Title Lapel · Xu Jianrong : Changfengtang Brush Array
Click the book cover to buy it in the three major online stores
Publisher: Shanghai Painting and Calligraphy Publishing House
Author: Xu Jianrong
Publishing time: December 2019
"Sea Inscriptions · Sishunwei: Calligraphy The Bottom Line"
Click on the cover of the book to buy it in the three major online stores
Publisher: Shanghai Painting and Calligraphy Publishing House
Author: Si Shunwei
Publishing time: December 2019
"Sea Inscription Zhang Ruitian: Literati Ink Color"
Click on the book The cover can be purchased in the three major online stores
Publisher: Shanghai Painting and Calligraphy Publishing House
Author: Zhang Ruitian
Publishing time: 201December 9
In addition, Nanjing University Press stated that it will continue to focus on mass reading and cultivate the "Watchmen" book brand.
(Editor of this article: Shui Ying; Assistant Editor: Niu Qianyun)