In the new era, the book industry is facing new changes and broader development space: globalization, the Internet, audio-visual entertainment blur the cultural boundaries; E-commerce, big data and modern logistics are changing the book circulation market; Fan economy, micro-movies and new media stimulate the infinite reverie of cultural consumption. In the new era, challenges and opportunities coexist in the book industry.
Total size of book retail market in China
According to the "Analysis Report on Market Foresight and Investment Strategic Planning of China Book Retail Chain Industry" issued by Foresight Industry Research Institute, the total scale of China book retail market reached 80.32 billion yuan in 20 17, up 14.55% year-on-year. Online bookstore channel is still the main driving force of market growth, achieving a growth rate of 25.82%, among which the third-party platform business is a large part of online bookstore. In 20 17, the number of products sold in the national book retail market was 1893600, an increase of 8. 19% compared with 20 16. The number of new books is 204,000, which has remained between 200,000 and 265,438+0,000 from 2065,438+02 to 2065,438+06, and has remained stable for six consecutive years. With the rapid growth of online bookstores and the increase of total marketing varieties, bestsellers have made more and more contributions to the whole book retail market. In 20 17, the new book 1% created 49.34% of the code, which was about 2.6 percentage points higher than that in 20 16. At the same time, under the atmosphere of vigorously developing physical bookstores and promoting reading for all, physical bookstores have also achieved a positive growth trend.
Total size and year-on-year growth rate of China book retail market in 2008-20 17.
Data source: compiled by Prospective Industry Research Institute.
National book sales have grown steadily, and online bookstores have become the driving force for overall growth.
In 20 16, the total volume of book sales in China maintained a continuous growth, with an average annual growth rate of 12.3% in the last two years. Among them, online books have maintained rapid growth, while the sales code of physical bookstores has declined.
In 20 16 years, the total size of the national book retail market was 70 1 100 million yuan, with a year-on-year increase of 12.30%. Among them, the scale of physical sales channels was 33.6 billion yuan, a year-on-year increase of -2.33%. The scale of online sales channels was 36.5 billion yuan, a year-on-year increase of 30%. Online bookstores surpassed physical bookstores for the first time, which is the main driving force for the overall growth of the industry. At present, the industry has undergone positive changes in demand, channels and market segments, and the overall growth rate of the book publishing industry is expected to pick up.
20 10-20 16 code size of national book retail market
Data source: compiled by Prospective Industry Research Institute.
Children's books have the highest growth rate among all categories, and we are optimistic about their future development potential.
The open book of 20 17 shows that children's books account for 24.64% of the book retail market, which is the largest subdivision. The rapid growth of children's market also makes this category a major contributor to market growth. In 20 17, more than one third of the growth of the book retail market came from children's books. On the demand side, the purchasing power of parents born in 1980s and 1990s, the development trend of the whole children's education and training market, and the position of children's books market in Europe and America all indicate that children's books will have greater development in China's book market.
Online e-commerce is the fastest growing sales channel.
In 20 17, the sales of online books in China reached 45.9 billion yuan, a year-on-year increase of 25.8%, slightly lower than the growth rate of 30.4% in 20 16, and the growth rate of online sales slowed down. Offline book sales reached 34.42 billion yuan, up 2.4% year-on-year, which has achieved positive growth compared with the growth rate of 20 16 -2.3%.
Online and offline sales scale in 20 12-20 17
Data source: compiled by Prospective Industry Research Institute.
Online channels promote the rapid growth of children's category sales. In 20 16 years, the growth rate of online sales of children's books was 5 1. 14%, and the growth rate of physical stores was only.
1.52%, the rapid growth of children's categories is mainly driven by online channels.
Geographically, the reading penetration rate of physical bookstore users in Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu is higher than that in other cities, and the urban penetration rate of other listed cities is basically maintained at around 0.2%.
Industry concentration tends to increase, and the growth rate of leading companies is relatively high.
There is a typical "28 effect" in the book market, and the money-making effect brought by bestsellers is obvious. In the book market, bestsellers with a low proportion of products sold can contribute a high proportion of sales codes to the whole book retail market. In 20 15, the contribution of the top 5% books to the physical channel was 64.43%, and the contribution of the top 30% books exceeded 90%. This bestseller effect is more obvious in online sales channels. At the same time, the bestseller effect has also strengthened with the passage of time.
After the integration, 29 comprehensive publishing group companies and scattered single publishing houses have formed a competitive pattern in China. Due to the high concentration, integration and efficient operation of resources by publishing groups, the development of the publishing industry has been greatly promoted, and the publishing resources have been accumulated in these areas, which has accelerated the uneven development of the publishing industry. In addition to Beijing and Shanghai, Jiangsu, Hunan, Guangdong and other regions have also formed new publishing centers and become important regional publishing centers.