Investigation time: May 20th11.

Survey object: bookstore employees

Investigation Problems: Problems in Children's Books

I also searched the internet for relevant information.

In recent years, the children's book market has developed rapidly, and the retail market share has continued to grow year after year, which has remained above 10%, exceeding the average growth rate of the whole book market, becoming one of the main categories to promote the growth of the whole book market in China, and also making China enter the ranks of the world's children's book publishing countries. However, under the surface vitality, there are also many intertwined problems and contradictions, which have become a lagging factor affecting the sustainable development and long-term development of children's book publishing.

I. Existing problems

1. The sales of children's books and the growth of the code industry benefit more from bestsellers, and there are only a handful of bestsellers.

Over the years, the bestseller effect has been very significant in the whole book industry, and it has also been fully reflected in the field of children's books. Brand-name clubs and brands of a few authors have increasingly become the key factors leading to the success or failure of children's books. For example, in recent years, the average annual sales share of children's literature books is 1/3 or even more than that of the whole children's books, but this sales performance is largely due to a few brands such as "Harry Potter Series", "Naughty Ghost Horse T Series" and "Pipiru Series" published by several major clubs. In the second comic book, its sales volume is also Adventure Little Tiger Series, Rainbow Cat Lan Tu Series, Little Carp Adventure Series and Pleasant Goat and Big Big Big Big Big Big Wolf Series published by several clubs.

At present, most of the more than 500 publishing houses in China are involved in the publication of children's books, but the prosperity of this market does not mean that all publishing houses dealing in children's books are thriving. The current situation is that the publishing houses that rely on children's bestsellers to get rich returns have improved their popularity, opened up channels, promoted the sales of other varieties, increased their market share, significantly enhanced their strength, improved the layout of topics, and achieved stable and sustained growth. Form a virtuous circle. For example, Anhui Children's Society, relying on the sales myth of Rainbow Cat Lan Tu Series, has rapidly increased its foreign market share ranking 104, ranking 36th in the national book retail market and 5th in the children's book retail market, becoming the largest publishing house in 2007.