The children's book market has become the most potential track in the book retail industry. The industry is shuffling soon, and who can stay in the old and new forces in the field of children's content?
Since the rise of digital publishing technology, the argument that "paper books must die" has been rampant. In 2010, the Massachusetts Institute of Technology professor Negroponte even predicted that "paper books will die within five years." However, it is now 2018, paper books are still everywhere, and sales are getting warmer. According to the 2016 China Book Retail Market Report, the total domestic book retail market is 70.1 billion, an increase of 12.30% from the 62.4 billion in 2015, continuing the growth momentum in 2015.
01 lively children's book market
In 2016, children's books surpassed social science books and became the first category of the entire book retail market.
From January to November 2016, in all major market segments, children's books accounted for 23.51% of code oceans (representing the words used by the book publishing and publishing department to refer to the total price of all books). The segment with the largest proportion of code oceans, social science books ranked second with 23.09%; the proportion of code books in teaching and literature books exceeded 13%; the proportion of books in language and technology books was around 7%.
In fact, the increase in sales of paper children's books is "reasonable." Under the trend of consumption upgrading, the family's educational needs for children are also upgrading. Story books with high growth and high-quality children's picture books have become the first choice of more and more parents. In addition, parents are more willing to buy paper books, albums, etc. for their children than eye damage to electronic products.
02 Children's book market is less concentrated
The proportion of children's books in the code ocean has become the first in the book retail market, but the overall pattern is still very large. At present, the market concentration of children's books is relatively low, and the competition in the industry market is very intense. More than 95% of the more than 570 publishers across the country participate in the competition in the children's book market. From the distribution of code ocean occupation rate, there are 25 publishers with more than 1%, of which more than 5% have only one. In addition, 413 publishers have a code ocean share of less than 0.1%. In 2016, the market concentration CR5 and CR10 representing the degree of market competition were only 20.81% and 32.83%, respectively, which was lower than that in 2015. The children's book market is still low market concentration, indicating that the competition in the children's book market is fierce. In the current market, there is still an absolute leader. Even the continuing leader of the children's book market, “East China Six†(referring to the Children's Publishing House in six provinces of East China, including Tomorrow Publishing House, Jiangsu Children's Publishing House, 21st Century Publishing House, Anhui Children's Publishing House, Zhejiang Youth) Children's Publishing House, Fujian Children's Publishing House), the code ocean share of the children's book market last year was 18%.
In addition, the number of publishing units in the children's market is growing at a small amount each year. According to the "2016 China Book Retail Market Report", the number of publishers publishing card-drawing books from January to November 2016 increased by 11 over the same period of the previous year, and the number of children's sciences increased by 11, and the number of cartoons and psychological self-help increased by eight. There are 4 Chinese studies, 4 children's English, 4 kindergartens and 1 game puzzles.
03 E-commerce into major distribution channels
With the development of e-commerce, more and more goods have been moved online for sale. In 2016, the sales volume of Dangdang Children's Books reached 3.7 billion yuan, a year-on-year increase of more than 35%. Among them, books for children aged 3-6 years and 7-10 years old are the sales pillars of Dangdang Children's Books, accounting for 70% of the total children's books. Zhang Zhengyu, deputy director of Anhui Children's Association, said that the distribution of ground stores and online stores in Anhui Children's Publishing House has reached five to five.
According to the data of Tmall Children's Books, in 2016, Tongshu accounted for half of the online book market with a turnover of 12 billion yuan, and maintained a growth rate of 60%. Among them, the sales of children's books and children's products were 2.28 billion yuan, which maintained an increase of more than 80% year-on-year, and became the fastest growing category among Tmall books. In 2017, Tmall expects to reach in-depth cooperation with publishers in merchant alliances, exclusive, differentiated varieties, augmented reality (AR) cooperation, and detonating hotspots.
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