Investigation time: May 20th11.

Survey object: bookstore employees

Investigation Problems: Problems in Children's Books

I also searched the relevant information on the Internet.

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In recent years, the children's book market has developed rapidly, and the retail market share has continued to grow year after year, and has remained above 10%, exceeding the average growth rate of the whole book market and becoming the driving force for the growth of the whole book market in China.

As one of the main categories of children's books, China has also entered the ranks of the world's children's books publishing countries. However, under the vibrant surface, there are also many intertwined problems and contradictions, which have affected the sustainable development of children's book publishing.

Lagging factors of exhibition and its long-term development.

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, often

The best-selling effect of books is very significant in the whole book industry, and it is also fully reflected in the field of children's books. Brand-name clubs and the brands of a few authors have increasingly become the key factors leading to the success or failure of children's books. For example, children's literature books, for several years.

Its average annual sales share is 1/3 or even more than that of the whole children's book, but such sales performance is largely attributed 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 largely created by brands such as Adventure Little Tiger Series, Rainbow Cat Lan Tu Series, Little Carp Adventure Series, Pleasant Goat and Big Big Wolf Series.

At present, most of the more than 500 publishing houses in China are involved in the publishing of children's books, but the prosperity of this market does not mean that all publishing houses operating children's books are thriving. At present, the publishing houses that rely on children's best-selling books 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, achieved steady and sustained growth, and formed a virtuous circle. For example, Anhui Children's Society, relying on the sales myth of "Rainbow Cat Lan Tu Series", rose rapidly in market share 104, jumped to the 36th place in the national book retail market and the 5th place in the children's book retail market, becoming the largest publishing house in 2007. However, the sales of children's books by more publishers are very dull. Even professional children's clubs lack profit growth points mainly relying on the market, and the book structure is simple and unreasonable. They still rely on shrinking textbooks and some policy reading materials, and even cooperate with private booksellers to survive temporarily.

2. Phoenix publishing, simple imitation of books, resulting in similar varieties, homogeneous books, low-level repeated publishing.

In bookstores, the contents, binding and even titles of most children's books are similar. There are many versions of children's books in each category and even each theme, especially those with good market response, almost all of which have dozens or even hundreds of different versions.

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Wind publishing is also manifested in the repetition of publishing methods. One publishing house has succeeded in managing a certain kind of books, while others simply copy its business model in order to achieve the same effect. For example, comics have been quite active in recent years, haven't they?

Few publishers follow their interactive operation mode of film and television books, hoping to promote our development in this respect. But at present, there are only a few kinds of film and television books that create sales myths, and it has been several years.

After the continuous warming, the comic books in 2008 showed a sharp decline, and the success could not be simply copied. For another example, in recent years, children's literature has become an important category of children's books, so we vigorously develop original children's literature in China.

Learning works has become * * * knowledge, but in practice, societies are more keen to snatch and pursue a few popular children's literature writers by virtue of their own strength and favorable conditions, rather than exploring and pursuing them on this basis.

Cultivate the new life and follow-up power of children's literature creation, and let more original excellent works enter children's reading field of vision.

3. The book content and editing quality have declined, and the children's book market is mixed.

Over the years, there are more and more varieties of children's books, the updating speed is faster and faster, the production cycle is shorter and shorter, the content quality and editing content are less and less, and the quality is difficult to guarantee.

such as

At present, the teaching assistant market is chaotic and the quality is uneven; For example, many books on children's songs and nursery rhymes are neither poetic nor childlike; Some Chinese and foreign literary masterpieces are children's editions. The original story, characters and literary language are

All the adapted versions are dry and pale; However, under the situation that the fantasy literature works created in China are influenced by similar foreign literature and film and television works, Cao Wenxuan, a famous children's literature writer, clearly pointed out that the imagination in many such "fantasy" works is mostly "boring, mediocre, clumsy or even bad" and "lacking spiritual connotation and aesthetic value".

On the quality of editing and proofreading, the present situation of children's books is also worrying. Since 2004, the General Administration of Press and Publication has conducted special quality inspections on children's books and supplementary books every year. A certain number of books are randomly selected as unqualified books every year, and the error rate even exceeds the standard. But there are all kinds of intertwined mistakes in children's books, which is also our intuitive feeling in bookstores.

Children's books are becoming more and more urbanized, but there are few varieties for rural children.

Nowadays, the binding of children's books is becoming more and more exquisite, many sets of series are launched, and hardcover books and gift books are constantly emerging, which naturally increases the cost and pricing of children's books, while rural children and their parents who are hard up are discouraged, and their readers are increasingly concentrated in urban children.

but

In terms of content, it has created a good market effect, which has been focused on and created by various publishing houses, such as children's literature books with fantasy, adventure and campus humor, and cartoons showing the spirit of martial arts.

Book, a story book with a sizzling picture book of Sichuan, mainly reflects the reading interest of urban Shaochuan opera; And all kinds of varieties that accuse early intellectual development are aimed at urban children. Serve directly

The reading needs of rural children, reflecting their living conditions and mental outlook, are few, and most of them are good and rough varieties in content and appearance. In the city bookstore, children's books are updated very quickly and there are too many varieties.

The number of children in rural areas is much higher than that in cities, but even though there is a serious backlog of children's books in publishing houses, there is no chance to meet them.