Chairman of Century Jinbang Group Zhang Quan, Chairman of Beijing Quyixian Book Planning Co., Ltd. Wei Xin , General Manager of Jiangxi Golden Sun Education Research Co., Ltd. Li Wanqiang , Chairman of Century Tianhong Education Technology Co., Ltd. Ren Zhihong , Chairman of Wuhan Tiancheng Guilong Culture Communication Co., Ltd. Cheng Zhenggui , Founder and Editor-in-Chief of Wanwei High School Entrance Examination Wu Zetao , Chairman of Yutian Culture Media An Hongmin , Chairman of Beijing Xinhua Pioneer Publishing Technology Co., Ltd. Xiaodong Wang , Chairman of Rentian Bookstore Group Zou Jin , from the dimensions of product creation, market operation, brand operation, transformation and innovation, shared their corporate brand operation rules and layout plans for the next five years, providing a great opportunity for industry development. Learn from and think.
Century Gold List
With the help of emerging technologies, cultivate new profit growth points
Zhang Quan
Chairman
The year 2020 of the Century Gold List has been an extraordinary year. Under the epidemic situation, Century Gold List has maintained a steady development trend. Not only has its operation not been affected, but it has forced new areas such as digital publishing and live marketing.
When inspecting Shandong, General Secretary Xi Jinping repeatedly emphasized that Shandong should vacate its cages for birds, adjust its structure, and transform and develop. I think that culture is the bird to be changed. The cultural industry is a green industry and a strategic emerging industry with dual intensive intelligence and capital. It has great development potential and high industrial relevance. It is currently listed in the top ten industries for the conversion of new and old kinetic energy in Shandong. This is a great policy for the Century Gold List. dividend.
took advantage of the policy to take advantage of the trend, and we took the lead in making breakthroughs in the industry and made some active explorations. Currently, almost all books published by Century Jinbang have QR codes attached. Readers can see related audio and video content by scanning the QR code. This breaks the boundaries of traditional publishing, which not only enriches the content of the book, but also enhances the reader's reading experience. In order to meet the individual needs of readers, we independently developed and launched the "Golden List Title" APP to enable the digital distribution of the massive content resources of Century Gold List.
Under the background of Internet +, digital publishing, online publishing and traditional publishing are further integrated. With the help of emerging technologies, we continue to upgrade existing content resources, unblock marketing channels, and cultivate new profit growth points.
revolves around "go out" and "please come in" to promote improvement through exchanges and collisions. In 2020, the research and development personnel of Century Gold List successively visited or invited nearly 1,000 famous teachers and editorial committees from more than 30 provinces and cities across the country to study and exchange. Research activities of this scale and form are unique in the entire industry, and are of great significance for effectively improving the quality of writing. At the same time, Century Gold List has united with 87 national top 100 schools to establish an education alliance of 100 schools across the country to achieve resource integration and resource sharing, and become a solid rear for book creation and use by first-line customers.
takes advantage of the new carrier and new situation to effectively drive sales growth. In 2020, we innovatively launched online and offline integration strategies, and actively leveraged live broadcasts and other new media and new situations to fully release the potential of e-commerce sales, and sales revenue maintained a growth of more than 15% year after year. On July 17th, I broadcasted my first show with goods on JD.com, Tmall and other platforms. The live broadcast integrated singing performances, tea art performances, recitation performances, etc. The number of platform viewers rushed to the top of the list on JD’s live broadcast that night. Calendar sales during the live The amount exceeds the results of Via's delivery. The Century Gold List is to keep pace with the times! Since live broadcasts can bring traffic, we will focus on the anchor, and we will participate in which format consumers accept.
continuously strengthens the quality awareness and strives for excellence to build the brand. The quality of is the lifeblood of Century Jinbang and the foundation of the establishment of the Century Jinbang brand. In 2020, we have further strengthened the awareness of quality and innovation, relying on the best quality writing team in the country, carefully crafting and creating high-quality products; innovatively implemented the "master planner system", "university management system" and "studio responsibility system" Head of the studio, editor in chiefGo to the market to participate in research, get close to the market and serve teachers and students as much as possible, and win widespread market recognition.
actively practices public welfare and bravely assumes social responsibility. In 2020, in the face of the sudden new crown epidemic, the Century Jinbang Teaching Resource Network and Jinbang Title APP will open online education resources worth 26 million yuan for teachers and students free of charge for the first time. On May 8, I led the company’s main comrades to Huanggang. , Donated more than 3.4 million yuan worth of special edition books and cultural and creative products to the Huanggang Education Bureau; we donated 1.07 million yuan to the epidemic area through the China Guangcai Undertaking Foundation, which was specifically used to reward medical staff who paid for the fight against the epidemic and win the fight against the epidemic Did a bit of effort.
adheres to the boutique strategy and actively develops new projects. The Century Gold List will continue to enrich the varieties of retail books. The "Golden List Lecture Hall" series will realize the effective connection of elementary school, junior high school and high school; the "Smart Reading" series will further realize product segmentation and fully meet market needs; poetry and Chinese learning calendar Constantly innovating forms, stationery and training schools work together to truly realize "walking on multiple legs". At the same time, continue to improve and actively promote digital teaching resource projects, especially the one-stop integrated digital education service platform-Jinbang Title APP. Strive to build it into an APP client with "100,000+" users and greater influence in the education sector.
Innovate production management and expand sales channels. In terms of production management, has carried out in-depth modes such as "integration of editing and marketing", "who edits who uses", "who edits who reads", and "book sales bundling system", so that production and sales are fully connected, research and development is closely linked with the market, and the interests of editors are realized Fully bundled with sales performance, enhance editors' sense of responsibility, and effectively improve product quality. In terms of sales channels, with the direction of seizing the online market and developing offline markets, actively participate in Xinhua channel tenders, participation in farm bookstores, and promotion of cultural benefits to the people, and actively strive for more orders and shares, and strive to achieve greater breakthroughs .
creates a new brand of training and education. Century Jinbang Training School has made more efforts and has successively opened Jinan Harmony Campus, Yuhan Campus, Quanjing Campus, Baihua Campus and Rizhao Campus, and the Jinbang Education Complex has begun to take shape. The plan is to take Jinan as the center, radiate Shandong Province from point to area, and gradually promote it to the whole country, and develop follow-up supporting service projects, form a training and education industry chain and industry matrix, and create a new brand of training and education with the characteristics of gold list.
strengthen the application of new technologies. comprehensively upgrades AI duplicate checking technology and computer-assisted proofreading technology, effectively liberating productivity, reducing labor costs, improving work efficiency, and increasing product added value; in new media promotion, audio books, knowledge services, digital education, cultural creation, live broadcast, etc. Strengthen attention, increase investment, and strive to achieve obvious breakthroughs, leading the upgrading and transformation of the industry. The first line of
song
makes products and services truly rooted in culturally fertile soil
Wei Xin
Chairman
loves no bounds, special years require special actions. During the epidemic, Quyi organized the resumption of work and production, and quickly organized donations and directed support to hospitals in the epidemic area. In the meantime, the company's publishing, marketing, storage and transportation, procurement and supply and logistics service guarantee systems have withstood unprecedented tests and become more complete and mature. Team cohesion, combat effectiveness and corporate comprehensive capabilities have been greatly improved.
Compared with the past, Quyixian focused on increasing its all-round investment in the online education sector this year, speeding up the development and promotion of online products, and strengthening the overall operation model of online and offline integrated development. In response to the epidemic, the integration, optimization and expansion of upstream and downstream supply chains have been strengthened, overall planning, rational layout, standardized management, and continuous promotion of the scientific, stable and effective editing, printing and distribution guarantee system.
This is also directly reflected in sales performance. This year, the overall stability has been improved. From the school level, the elementary school sector has achieved contrarian growth; from the channel, the overall growth of e-commerce is relatively fast; from the regional perspective, part of the new college entrance examination, new The new products developed by the teaching materials have become a new highlight of the company's development. In terms of book-net integration and integrated development, we follow the "small steps and fast walk" approach, and have been actively conducting related explorations and attempts. At present, the main body is "one net, one answer, one number". "One Net" is the first-line book resource network. Currently, 639 book electronic resource packs are online, with a total of more than 65,000 resources and more than 70 million user visits. "One Answer" is the 96 episodes of online recording and broadcasting of "Little Song Answers", with a total reading volume of 104.6Ten thousand times; 28 live broadcasts, a total of 214,000 views. The "Reader Feedback Platform" has added 220,000 users so far, with a total of 2.4 million visits and nearly 100,000 questions and answers. "Number One", the WeChat official account has seen a total of 8.72 million views this year; more than 2.06 million people followed it.
At present, from the perspective of the external environment, new educational concepts, new college entrance examination reforms, and new textbook changes have brought a long-term and profound impact on education, teaching and related products and services. We need to systematically digest them from the inside out, and The comprehensive transformation is implemented in every detail of products, services, and brand building. In addition, the rapid development of various emerging technologies represented by the Internet, artificial intelligence, and big data has brought tremendous changes in user needs, usage scenarios, consumption habits, industry boundaries, and marketing models. We need to embrace and adapt quickly. , To achieve self-iteration and continuous upgrading. From the perspective of the internal environment, after an enterprise reaches a certain scale of operation, personnel, and product, it must think about how to maintain the passion and vitality of the team, and how to effectively improve the overall creativity, innovation, and creativity of the enterprise. In this regard, we need to change according to the situation, follow the trend, actively build a high-quality talent team, establish a high-performance operating mechanism, and create high-quality products and services in order to achieve the goal of high-efficiency development. Compared with other industries, the private book industry as a whole is still in the stage of laying a foundation and practicing internal skills. The homogenization of products, the same positioning, and the simplification of business are more common. Most book companies are far from real branding, large-scale, There is still a certain distance between standardization and specialization. This distance in itself means a huge room for development. At the same time, the rise of various new technologies, the change of new concepts, the integration of new industries, and the strong intervention of capital forces have also greatly expanded the future development space of the private book industry.
Currently, for Qu Yixian, the key to breakthrough lies in its own strength accumulation. In addition to understanding users carefully, in-depth study of the essence, correct prediction of trends, and actively embrace changes, the more important point is to persist in doing yourself well, persist in doing slow things, stupid things, difficult things, and real value to users. Matter, maintain sufficient concentration and endurance. Only in this way can we accumulate potential energy bit by bit, achieve breakthroughs from the inside out, and make better use of the power of policy, capital, and technology when necessary.
has always been “based on publishing, serving education, and disseminating culture” as its corporate positioning. I insist that, thinking from a longer time period, the greater value of Quyixian to users, to the industry, and to society should be culture. This is our ideal and our responsibility. To achieve this ideal goal, there are three main development paths: First, do a good job in building the company's own culture. Only excellent cultural enterprises can spread excellent culture; only brands with cultural influence can generate cultural magnetism and form cultural resonance. Two takes culture as the soul, education as the root, internalization in the heart, and externalization as the shape, so that the products and services of the enterprise are truly rooted in the soil of China's excellent traditional culture. The third is to take the initiative, be proactive, go out to spread excellent culture, tell Chinese stories well, use culture as a link, shape a large industrial structure, expand new industry territory, and make the cultural foundation everlasting.
In the future, Quyixian will also focus on the main line of “reengineering boutique products, upgrading the team; integrating the book and the web, and integrating development” to achieve three improvements: continuous improvement of research and development capabilities, improvement of the quality of paper books, and improvement of professional services. On this basis, increase investment in online education, accelerate the integration and development of online and offline, and insist on creating a "five heart class" for students to feel at ease, parents to be happy, teachers to worry, to relieve the authorities, and to make partners feel at ease. New cultural and educational products, and strive to fulfill the corporate mission of "Let every student share high-quality education".
Golden Sun
taps the potential of the pillar business sector
Li Wanqiang
General Manager
The new crown pneumonia epidemic has had a huge impact on the production and life of the whole society, and Golden Sun education should not be left out. However, objectively, it has also promoted enterprises to carry out innovation and reform, increase development momentum, and seek opportunities in the crisis, and still achieve 25% growth throughout the year. During the
epidemic, we opened up two profitable platforms in a timely manner: the Golden Sun Teaching Platform and the Smart Classroom platform, providing free online teaching, online homework and learning resources to more than 50,000 schools and 20 million teachers and students in the whole society. After the epidemic, invested heavily in upgrading the enterprise smart education platform, and vigorously developed smart scoring, smart homework, and smart learningComprehensive evaluation of Hezhi; developed the Golden Sun teacher training platform to realize online and offline teacher training and help teachers' professional growth and development. In 2020, the operating income of Golden Sun Education informatization has increased by 400%, and the proportion of new technology operating income in the company's income has increased by 5 percentage points.
We opened the two major information platforms to the society for free, which not only helped the whole society to fight the epidemic, but also brought a good reputation and a good brand to the informatization of Golden Sun Education, which objectively accelerated the transformation and integration of the traditional business of the enterprise. After the epidemic, in response to the outbreak of centralized users and new needs, Golden Sun's teaching platform has been upgraded, and an OMO service model (online online school + offline school) has been built, which is more in line with the needs of users for online and offline development; continue to consolidate traditional publishing Relying on Golden Sun’s strong teaching and research team, abundant resources, and excellent test-setting ability, the distribution ability can quickly respond to new textbooks, new college entrance examinations and product needs; realize the integration of offline products and online resources, which has greatly enhanced Service competitiveness.
In addition, private book companies extend to the big cultural industry, must first correctly understand the profound connotation of big culture (pan-cultural industry), and accurately grasp the development trend of cultural industry and big culture. Second, it is necessary to consolidate the main business, maximize the potential of traditional industries, and provide a steady stream of momentum for exploring new paths. Third, we must adapt to and integrate into the changing circumstances of the times. cannot rest on its laurels. It must understand the country’s latest education and cultural policies and keep abreast of the latest industry trends. Fourth, establish a corporate brand. The research of shows that the future big cultural industry will be an IP-based business model of all fields, globalization, large platforms, big data, and deep industrialization. Without brand building and IP building, the big cultural industry plan of private book companies will be impossible to talk about. Finally, will expand new business segments, try cross-border cooperation, and find the most suitable profit model for the cultural industry. For private book companies, it is necessary to make good use of the core resource of intellectual property with copyright as the main asset, adopt a resource profit model, and combine the company’s brand resources, cultural resources, information resources and other "soft resources" with funds, materials, etc. "Hard resources" are integrated to generate synergy value, enhance competitiveness, and promote the improvement of overall value.
Currently, private book companies have embarked on a path of sustainable and healthy development, but they are also facing many challenges. In terms of the external environment, national policy changes and the market competition environment have become increasingly complex. Educational policies, new college entrance examinations, and new teaching materials have a direct and rapid impact on every private book company. The growing scale of e-commerce and smart education in the education industry has put forward new requirements for the pace of transformation, and changes in state-owned publishing and peers have led to fierce market competition. In terms of internal environment, it lies in innovation ability and management iteration. Innovation is the biggest challenge that restricts the current and future development of an enterprise. It is reflected in the lack of kinetic energy for management innovation, R&D innovation, marketing innovation and team building innovation, a weak sense of innovation, and a weak innovation atmosphere. In addition, management needs to be upgraded iteratively, resources have not been optimally allocated, and the overall management level needs to be upgraded.
Despite the current challenges, the private book industry still has room for development. For example, the establishment of a national professional book publishing and sales company across the country, unified topic selection planning, editing, publishing, distribution and sales of certain types of books, and achieving scale management benefits , To be specialized and refined; private book companies can adopt mutual equity participation and holdings, and gradually cooperate in all links from procurement, distribution to sales and management to reduce costs, improve efficiency, and enhance competitiveness. It is also possible to cooperate with the state-owned book industry, and both parties can form complementary advantages and learn from each other.
seeks to develop from four aspects. is the cultural circle of "expansion", innovates content, products, models, expands popular areas such as knowledge payment and new retail. The second is to expand new business and seek a new path for integrated development. Based on content resources and copyright resources, actively expand new business areas, make efforts in new media marketing operations and knowledge payment, and keep up with the next trend. The third aspect of is integrated development. digs deep into traditional cultural resources, innovates from multiple perspectives around content copyright, focuses on the deep integration of culture and technology, strengthens the supply of high-quality cultural products and services, and participates extensively in the construction of public cultural services. fourth is to strengthen cooperation , continue to strengthen cooperation with leading companies in the industry, and achieve industry integration and win-win.
Century Tianhong
and the new business form fusion symbiosis development
Ren Zhihong
Chairman
2020, Our focus is still on the main business of education publishing, and we continue to innovate and upgrade in product development, marketing, and talent team building. At the same time, it seized the opportunity of the new college entrance examination reform, and took the lead in cooperating with professional research institutions in the education industry to launch the "College Entrance Examination Blue Book" series of products and public welfare live broadcasts to provide teachers, students and educators with the latest professional preparation tools. In addition, with the popularization and promotion of the Internet, 5G, and AI artificial intelligence, the company combines the advantages of traditional content and concentrates relevant research and development forces to carry out related education information services such as live courses and online homework. Compared with the past,
has actively tried self-media marketing, built a self-media matrix, and took the express train of the Internet, both in terms of marketing methods and product development, and promoted the innovation and upgrading of products and services. For example, in 2018, the company began to open the platform and build the "Hongyi Innovation Valley Entrepreneurship Incubation Platform" to encourage internal employees and external excellent entrepreneurial teams to start businesses based on the platform. Z3z uses the development resources accumulated by Century Tianhong for many years to empower individuals and teams, and incubate education publishing New products, new models, and new formats of business, thus forming an education publishing ecosystem of the entire industry chain. currently has 22 companies settled on the platform, covering teaching supplementary books, children's books, education and cultural creation, college entrance examination consulting services, online education and other fields. It has expanded the enterprise development industry chain. Each entrepreneurial team develops independently, makes flexible decisions and can quickly In response to market demand, the development trend is good.
With the advent of the industrial Internet era, traditional publishing companies must think about how to use Internet thinking and user thinking to dig deeper into customer needs; how to use technological innovation to improve the company's product and service capabilities and increase customer stickiness. For this problem, we follow the principle of “go up, go out, go down, go in”, boldly innovate, actively change, strengthen the construction of the talent team, introduce outstanding talents, and solve technical problems; enter the customer scene, Explore customer needs and seek new growth points for the company; strengthen organizational capacity building, and comprehensively shape the corporate culture in the Internet era.
I believe that the private book industry should extend its industrial chain to areas where it excels, and form an in-depth industrial ecology. Entering the large cultural industry must be strongly related to the main business, which is conducive to resource docking and empowerment, and promotes the current There are business integration and symbiotic development with new formats.
In the future, we will focus on the main track of education and publishing, maintain integrity and innovation, highlight the advantages of main business, cultivate the core competitiveness of enterprises, promote the integration of traditional publishing and digital publishing, promote the integration of education and technology, and make learning more efficient , Help education fairness.
Tiancheng Guilong
explores innovative transformation paths
Cheng Zhenggui
Chairman
Since its establishment in 2006, Wuhan Tiancheng Guilong Culture Communication Co., Ltd. has been adhering to "Focus on education, care for students; create high-quality books and strive for first-class brand" The company's mission is to focus on the research and development and promotion of excellent brands while continuously creating high-quality books. Its representative brand "Zhuangyuan Chengcai Road" has achieved good sales and huge influence in the private education aid market. In the 40 years of reform and opening up, the private book industry has developed into an important force in the publishing industry. In particular, the country’s strong support for culture and education has provided a broader space for the development of the private book industry.Under the current rapid development of the Internet, the private book industry can regard new media marketing as the top priority of the digital development of enterprises. For example, the establishment of a digital development team, in terms of multimedia marketing, insist on maintaining brand professionalism and regularization, and use the most influential and stable way to expand new user groups, not following the trend, not fickle, and using self-creation methods Do multimedia marketing of book products, so as to promote the integration of traditional publishing industry and new media, and promote the development of the book industry to an all-media format. In terms of multimedia marketing, due to the outbreak of the new crown epidemic at the beginning of the year, offline distribution channels were greatly affected. Tiancheng Guilong actively turned to online and used modern Internet methods to develop online business. Product promotion and promotion through social media platforms such as Taobao, WeChat, Moments of Friends, etc., to widely and accurately push messages to customers, so that books can be warmed up in the market before publication, and good results have been obtained. Compared with relying solely on offline marketing methods in previous years, this has increased the sales channels of the products, and at the same time enhanced the brand effect of the "Road to Success".
It is worth mentioning that "No. 1 Scholar in the Lumu Classroom"It is a public welfare education aid project launched by Tiancheng Guilong during the epidemic, and it has cooperated with famous teachers to produce high-quality courses, which are launched on the company's official website "Wuke.com", for primary and secondary school teachers across the country to download the "No. Including more than 1,000 online learning resources such as elementary school, junior high school (each subject, version) PPT courseware, Word version of teaching plan, synchronized video, English listening. At the same time, the "Road to Success" series of video micro-classes, e-books and other resources are provided for free viewing.
The project was immediately praised by teachers, parents and student users once it was listed. During the epidemic period, "Wukenet" has reached 60 million hits across the country, and continued to provide public assistance to students, winning a good reputation in the national market. Up to now, MOOC videos have been viewed more than 130 million times, and the cumulative number of visitors has reached 25 million. This expanded the visibility of the corporate brand to a certain extent, and at the same time made a strong promotion for the company's products.
benefited from the good market reputation won by the "No. 1 Scholar Chengcai Road Mu Class". In the first half of this year, when the offline distribution channels were severely affected by the epidemic, the successful operation of the project directly drove the development of the "No. The offline sales of also made the company's product sales have not been greatly affected. For example, the competitive product "Classroom for Scholars" is still growing steadily.
In short, the private book industry should continue to explore innovative transformation paths to meet the challenge of transforming from traditional paper books to online digital publishing. In the future, Tiancheng Guilong will pursue a prominent main business, a diversified and integrated development pattern of business formats, and adhere to the double-effect unity of economic and social benefits. Continuously enhance R&D, innovation and operation capabilities, and promote the improvement of technology application capabilities such as big data. Continue to promote the development of online and offline integration. In addition to vigorously developing e-commerce, the online and online integration of products needs to be strengthened, strengthening the internal circulation of the enterprise, and further promoting the brand effect on the basis of ensuring the high quality of the products; online and offline development is dual-handed and dual-handed hard. In addition, forging the quality of the "Road to Success" series of books, and creating high-quality brands such as "Champion Class" and "Wuke" to further expand brand influence.
Wan Wei
stick to his mission to make teaching more efficient for senior high school entrance examination
Wu Zetao
founder and editor-in-chief
An unexpected epidemic has caught us too much by surprise, and it has also put Wan Wei, the national leader of senior high school entrance examination books, facing a test. Originally, the researchers of the Wanwei Senior High School Entrance Examination Research Institute had to conduct extensive in-depth research in schools and teaching and research offices in various places every year. This year, they changed the offline research to online. In the spring semester was postponed, almost all teachers and students across the country switched to online teaching. Bookstores were suspended, logistics was blocked, and it was difficult to buy high school entrance examination books on the market. Facing the challenge, Wanwei quickly responded. In particular, the creative research and development of the "online model test" for teachers and students of the 12 provinces and regions for the high school entrance examination is the first in the industry. In this regard, our reporter interviewed Mr. Wu Zetao, the founder and editor-in-chief of Wanwei Senior High School Entrance Examination.□ How does Wanwei deal with the impact of the epidemic?
Wu Zetao: The epidemic caused the postponement of the start of spring. Wan Wei actively responded to the call of the Ministry of Education to “suspend classes without suspension” and provided nearly 400 sets of original questions, electronic versions of "Examination Questions Research" and courseware for teachers and students free of charge; Xinhuanet launched Wanwei public welfare courses. As of December 9, 2020, the number of course views has reached 10 million+, ranking first among similar online courses in the high school entrance examination. Especially in view of the difficulty that schools cannot organize mock tests, the "online model test" is specially developed. In March and April, Wanwei invested 312 senior high school entrance examination researchers, set up a special R&D team, held a charity “online model test” in 12 provinces and regions, served 2,864 schools and over 750,000 teachers and students, helping teachers to teach online The effect is smooth. According to the teacher's evaluation, Wanwei's "online model test" is highly targeted and the test questions are of high quality, which provides an important reference for later teaching and preparation for the middle school entrance examination. People's Daily Online, China Education News, etc. have made special reports on this.
□ Has the business focus of this year changed compared with the past? What are the important developments recently?
Wu Zetao: Wanwei focuses on the research and teaching of the senior high school entrance examination, which has not changed in 17 years. With the continuous deepening of research, research and development, and the development of new technologies, whether it is high school entrance examination books or high school entrance examination teaching services, Wanwei will only become more and more high-quality.
This year, the "Wanwei High School Entrance Examination Online School" course has begun preparations, and it is planned to be launched in February 2021. This is the first domestic company that only takes high school entrance examinations andOnline school for local exams. Since the National Day, a series of high-quality charity courses have been launched, which have been highly recognized by teachers, students and parents.
□ Does Wanwei have a specific mode of operation in terms of self-media, community, user operation, and integrated development?
Wu Zetao: currently focuses on the public account of Wanwei Senior High School Examination. This official account has more than 1.5 million subscribers, and it continues to push difficult knowledge and new information about the entrance examination. In particular, the column "Guess the modern essays for the senior high school entrance examination" has been online for 2 years, hitting 22 modern essays in 19 provinces and cities to read the original text. The teacher community serves more than 80,000 teachers and provides teachers with the latest test preparation materials and information.
Wanwei focuses on senior high school entrance examinations, with more than 800 senior high school entrance examination institutes, deep research accumulation and talent team, which are our foundation. In 2015, Wanwei Senior High School Entrance Examination Training School was established, which has formed a pattern of teaching and research complementing each other with our senior high school entrance examination book business; the "Wanwei Senior High School Entrance Exam Public Welfare Preparatory Meeting" started in 2017, the "character sound glyph" mini program created in 2019, 2020 The "Wanwei Senior High School Entrance Examination Online School" that came into being in 2005 has received high evaluations from teachers and students. This is Wanwei's attempt and layout for the integrated development of books and services, teaching research and teaching, online and offline.
□Wanwei’s 17-year development history, if you use keywords to summarize and divide several nodes, what are they?
Wu Zetao: Senior High School Entrance Examination Book Start-up Stage: In 2004, Wan Wei established the first professional senior high school entrance examination research and development room in China (now the predecessor of the Senior High School Entrance Examination Research Institute), which is more than 10 years ahead of the industry. At that time, I felt that only in this way can we make the high school entrance examination more professional.
"Run wildly" stage: In 2011, we came into contact with the "positioning theory", which became a watershed in the company's development, and strengthened Wanwei's determination to focus on the high school entrance examination, focusing on the high school entrance examination books and teaching services for the high school entrance examination. By 2016, the number of special editions in Wanwei provinces and regions has reached 24 (currently, 27 special editions have been developed in total); the number of R&D personnel has increased from more than 70 to more than 500.
continues to lead the stage more significantly: Since 2017, Dr. Tan Yunhai has served Wanwei in depth and detail. Under the guidance of Dr. Tan's "Cognitive Warfare" theory, Wanwei High School Entrance Examination books and high school entrance examination teaching services have made a qualitative leap.
□How about the sales growth in recent years? Where does the growth come from?
Wu Zetao: thanks dealer partners, teachers, students and parents of the national high school entrance examination for their high recognition of Wanwei! In recent years, Wanwei has sold 16 million books in the high school entrance examination in 2018, 19 million books in the 2019 high school entrance examination, and 23 million books in the 2020 high school entrance examination.
contributed the most to sales growth in "Examination Questions Research". Many well-known teachers from famous schools reported that "Wanwei questions are good", with updated materials, more flexible and forward-looking questions, thanks to the continuous in-depth study of curriculum standards, textbooks, teaching references, and examination questions, including high-level exam questions , Built a huge high school entrance examination database, containing more than 16,000 sets of real test analysis, more and more accurate grasp of the rules of the middle school entrance examination and the direction of the examination reform, and the implementation of the core literacy of the subject more and more thoroughly.
□ What are your strategic visions for the future? How to implement?
Wu Zetao: In the future, Wan Wei will continue to adhere to the mission of "making the high school entrance examination more efficient and help education fairness", with high school entrance examination books as the main body, with the important support of the high school entrance examination online school, teacher preparation meeting, and intelligent examination papers, etc. Continue to lead industry innovation, continue to expand the depth and breadth of services, and contribute to the development of China's basic education.
Yutian
boycotts high-quality foreign discounts with high-quality goods
An Hongmin
Chairman
Yutian Culture Media, which has always focused on the publishing of children's books, has received many attentions from capital during its 21 years of development. But even in the company's most difficult period, Yutian never relied on the help of capital. An Hongmin, chairman of Yutian Culture Media, said frankly: "This may be related to some of my personal views on capital. I have always been vigilant about capital. Capital is a double-edged sword, it can help you, but it can also be bad. Before we have the confidence to control it, it’s best to keep a certain distance.” Even without the help of capital, Yutian relies on resource advantages in content topic selection, channel marketing strategy and brand operation to occupy a place in the children's book market competition. .Book industry marketing in the past two yearsGreat changes have taken place in the path, and many platforms continue to emerge with amazing explosive power. In this regard, Yutian has achieved gratifying results. Our audio content brand "Yutian Shengwen" has performed prominently on the Himalaya audio platform in the past two years, and ranks among the top three in the quality of audio content among traditional publishing organizations. The growth of fans and the click-through rate of listening are also the fastest rising in the children's book category . The "Fart Detective" series of picture books through official linkage with the iQiyi animation channel, WeChat public account recommendation and live broadcast of the goods, grew against the trend under the epidemic, and shipped more than 1 million copies in the first half of the year alone.
2020 is a special year. We will focus on topic selection and planning, vigorously develop original works, especially original works of picture books, and strive to complete copyright output in a market-oriented way. I always believe that children are the future of the motherland, and the strong young people make the country strong. Every child shoulders the important task of spreading Chinese stories, and exposing them to more local original works is a process of building cultural confidence. This is also the direction Yu Tian is going all out. For many years, Yutian has worked hard to create excellent spiritual food, so that more Chinese children can read good books with high-quality content, and let them know that the picture books created by Chinese are great.
Yutian’s original works production line includes the famous children’s literature writer Qin Wenjun’s classic masterpiece "Little Xianggu" series, which has recently been reloaded and put on the market; especially the famous children’s literature writer Grileqimg·Hei, who has made major breakthroughs in genre and genre Crane's video story book "Mongolian Shepherd Dog"; the graphic novel "Looking for Rumors" that has attracted industry attention once it went on the market. In addition, the winning works of the “Second Golden Key Picture Book Creation Contest” were published successively, and the copyrights in English, Dutch, Italian, Danish and Indonesian were soon exported, allowing the world to see the true strength of Chinese original picture books.
For a long time, Yutian’s channel advantage lies in physical bookstores, but the epidemic has had an important impact on this channel, resulting in a slight decline in shipments in the first half of the year. In response to the impact of the epidemic, we actively explored the situation and achieved rapid growth in online store sales. At the same time, we developed multi-channel operations to make up for the lack of physical bookstore channels. After the
physical bookstore closed due to the epidemic, some readers' book purchase needs shifted to the online store channel. In the channel competition, the current online store sales accounted for a one-sided trend. The e-commerce platform has an increasing voice. Our reasonable pricing strategy has encountered unprecedented challenges. Reasonable pricing means that the cost is relatively high, and all full reduction activities will hurt the reasonable profit of the product. Yutian insists on making high-quality books and resists the marketing methods of high size and low discount. It has been so for more than 20 years. In order not to be easily dominated by the market, Yutian will put more effort into making products more refined and specialized.
In addition, the development of the private book industry is inseparable from a healthy, orderly, fair and reasonable market environment. At present, the phenomenon of bad money driving out good money is very common. Therefore, it is absolutely good for us to reduce the supply of ISBNs and reduce the low-price competition of homogenized products. The market needs to be purified, the industry needs to be regulated, and intellectual property rights need to be protected. These points are the basis for the further development and growth of private enterprises like Yutian. In the future, it is hoped that in terms of national and policy aspects, relevant departments can provide more support and recognition to the private book industry while strengthening relevant legal system construction and regulating the book publishing market.
In the next few years, Yutian will carry out shareholding reforms to allow more Yutian employees to hold shares. The outside will carry out more strategic cooperation with excellent foreign publishing companies, let foreign talents participate in the creation of Chinese original works, and form good interaction with the international community, so that Chinese culture can go out. At the same time, the "2021 3rd Golden Key Picture Book Creation Competition" jointly planned by Yutian and Belgian Clavis Publishing Company will be held soon. We will continue to pursue and explore, and strive to make the "Golden Key" a professional and authoritative event in the field of domestic picture books. .
Xinhua Pioneer
accelerates digital transformation and expands the "cultural circle"
Wang Xiaodong
Chairman
The era is changing with each passing day, new media, new models, and new methods are constantly emerging, and people have put forward new requirements on the ways and channels of obtaining information and knowledge. . Private book companies can only capture their own development trends and innovation opportunities in the digital wave. Based on content resources and copyright resources, Xinhua Pioneer actively expands new business areas. In the future, it will continue to make efforts in new media marketing operations, knowledge payment, and new retail, hoping to keep up with the next trend. z36The zprivate book industry has broad development space in the production, processing, and dissemination of digital content. Now the largest digital publishing technology companies, digital content processing companies, e-book reading platforms, and online literature creation platforms are basically dominated by private companies, with market share, operational efficiency, and reader satisfaction ranking in the forefront. accelerates digital transformation and becomes a mature digital reading and knowledge payment enterprise is the recent goal of Xinhua Pioneer. In addition to the sales of main edition books, our main growth comes from digital and audio copyright operations and original website operations. In terms of full copyright development, we have achieved "good content, good output", and each head work has been well developed, not limited to the type and age limit, and work together with the author to win-win, give full play to their respective advantages, and share Copyright bonus. In terms of audio reading, we strive to maximize the benefits of a single product, build an audio recording system of "content + multicast + platform", refine products, enhance product innovation, and review and operate audio copyrights.
In addition, affected by the epidemic, various businesses of industry organizations have moved to the front line, including book sales and digital copyright development. Compared with the past, Xinhua Pioneer has developed more comprehensive, three-dimensional, and diversified online business this year. Many sectors used to operate independently, and now the business of each sector is more closely linked. In the past, many resources that needed us to expand, because of the publicity effect of online media, actively approached us for cooperation. For example, in terms of online sales model, Xinhua Pioneer focuses on single product volume, actively promotes the sinking of online channels, develops e-commerce, and strengthens sales with Tmall stores, Taobao stores, Pinduoduo stores and other channels, covering 100% of the entire network. Yujia. Because of the complete categories and good reverse sales data, the Tmall store of PalmRead APP also came to cooperate with us. Currently, thousands of cooperative varieties have been established. At the same time, we focus on cultivating our own private domain traffic, integrating the resources of Douyin and Kuaishou, and opened a "Pioneer Book Club" shop. Only the book "If you are right, the child will listen" has a single live broadcast of tens of thousands of sets. .
On the road of transformation, Xinhua Pioneer has used its advantages in social science books to successfully operate several relatively successful film and television IP projects, such as "Jinling Thirteen Hairpins" and "Let the Bullets Fly". Certain transformation attempts and expansion. But in the past two or three years, I have been more optimistic about the parenting and tutoring market, and tried to deepen the field of knowledge payment under this category.
For example, in the project of "Say the Right, Children Will Listen", in terms of product content, Xinhua Pioneer actively innovates and develops audio courses based on books; in terms of marketing model, Xinhua Pioneer combines the Internet community sharing platform and e-commerce The platform has the advantages of strong communication power and precise push, innovated marketing models, expanded the integrated platform, and formed a three-in-one promotion pattern of WeChat, Weibo, client, and social platform, achieving the effect of one push, multiple forwarding, and multiple communication. Including simultaneous efforts in multi-media forms such as print, short video, and live broadcast. In just three months, some single-product books sold nearly 200,000 copies.
The rapid progress of science and technology has provided unlimited possibilities for the expression of content works, from paper books, to e-books, to audio, to visual reading, and the development of more knowledge-paid projects. It is necessary to cope with these changes. We change our thinking, make predictions, make innovations, and make transformations. Many private book companies have taken advantage of high-quality book IP resources to develop rapidly in the film and television industry.
Xinhua Pioneer has gradually expanded its business from traditional book publishing to digital publishing, audio reading, film and television "IP" incubation, film and television production, original literary website operation and other fields, striving for integrated development, actively expanding the cultural circle, and creating "IP" The full copyright operation industry chain , the existing projects "Mojinjue" and "River God" have been created, and they have achieved a good reputation.
In the future, in view of the steady increase in the reading rate of adult nationals and per capita book reading, Xinhua Pioneer will break solidification, dismantle channels, and reshape the "four forces"-innovation, product, talent, and competitiveness. To achieve product segmentation, the book category gradually tilts towards popular books. Among them, the market share of literature and art and children's books has been increasing in recent years, and it will become the main market of Xinhua Pioneer's publishing products.
People and days
must follow the development trend of library business for a long time.
Zou Jin
Chairman
Under the general trend of global library digital resources and networked reading development, libraries generally face management automation,The trend of computer networking, digitization of literature resources, and mobile reading methods. Rentian Bookstore is to be long-lasting, and must follow the trend of development and change of library business. In addition to the traditional paper book distribution business, the library distribution e-book business will become the focus of Rentian Bookstore. Under the epidemic situation of, channels were blocked. Rentian Bookstore successfully transferred the spring and autumn pavilion distribution meeting to online development. Regardless of customer feedback, order codes, attention, etc., it was not lost to any previous offline distribution meeting. . In the 2020 National Library Distribution Alliance Spring Graphic Acquisition Conference, the original download data in the system was 291 million yards during the 5-day conference period. Excluding the existing collections and priced at more than 1,000 yuan, the copies were changed to 1 After the publication, the final data released was 169 million. If it is said that the online format of the spring pavilion meeting is a helpless move under the epidemic, the 8th National Publications Pavilion Construction Fair held online in the fall is to follow the trend and take the initiative. It can be said that the epidemic has brought new thinking to the organization of the annual exhibition. Rentian Bookstore will re-discuss the idea and form of planning the exhibition and reposition its function. In the future, Rentian Bookstore will be inclined to the idea of combining online and offline conferences.
Outside of the epidemic, we also face many challenges. The price war "intensifies." The declining average discount in the hall distribution market reflects the deteriorating market environment. Too low discounts lead to increased pressure on publishers and library distributors. book e-commerce and digital reading have an impact on the library distribution market. Although the total amount of paper library distribution market has been relatively stable in recent years, with the popularization of e-commerce and digital reading and changes in the external environment, the library distribution market has also been greatly impacted. It is understood that a considerable amount of electronic resource funds of domestic public and university libraries are used to purchase foreign databases, and its value and utilization rate are issues that need further research. The risk prevention and control of hall distribution market is still the focus. In recent years, some book companies have closed down, resulting in bad debts and dead debts. Publishing houses have continuously increased their risk awareness, and library distribution market risks have further increased. In addition, there are many risks such as uncertainty and irregularity in the bidding system. There are still many contradictions in the cooperation between library and library distributors. Due to the lack of evaluation standards in the library allocation bidding process, low-price bids sometimes occur, and it is difficult to guarantee the quality and timeliness of the books, which affects the quality of the library’s collection; the cooperation between the library and the library distributor lacks continuity. The demand does not match the service of the library distributor. For all kinds of
and above, only the government and associations will strengthen the leadership. Publishing houses, libraries and library distributors work together to strengthen industry supervision and industry self-discipline, build a healthy and sustainable library distribution ecosystem, and enable libraries to promote reading and guide Play a greater role in reading and service reading.
From a long-term perspective, the development of Rentian Bookstore will still focus on the needs and development trends of libraries.
develops book acquisition tools and creates a knowledge discovery system. Under the general trend of the development of digital resources and networked reading in global libraries, the form of libraries has changed from pure collections to borrowing, and now has the concept of space. From traditional paper books to digitalization, management methods have also changed from automation to For the development of smart libraries, these are what Rentian Bookstore needs to face. Rentian Bookstore created the first commercial bibliography-Rentian Bibliography Newspaper. Under the general trend of the development of digital resources and networked reading in global libraries, Rentian Bookstore launched in 2016 a dual-authorization of the publisher and the copyright owner. The library is equipped with the e-book platform "Imagine Star", the knowledge discovery system "Columbus" based on Chinese books and the book collection system "Afago", and the "Danxia" library automation management system with independent intellectual property rights. Currently, Rentian Bookstore is developing a core bibliography system, which is even more important for library interviews. In the future, the services of Rentian Bookstore will comprehensively cover the entire process of library management from resource procurement, resource management, resource application, usage statistical analysis to the library's own big data accumulation.
Build the "Humantian Sub-center" and create a new flagship with museum facilities. With the relief of Beijing’s non-capital functions, Rentian Bookstore is planning to build a 200,000 square meter warehousing, logistics, office, and R&D base in the Taishan Press and Publishing Town. Relying on Rentian’s mature library distribution business channels, it has established a collection of editing, editing and on-demand The publication supply chain management technology service platform integrating printing, warehousing, logistics and sales provides comprehensive third-party services for publishing units. Currently, the first phase of the project has 5 units, including 1 23-story office building and 4The factory (library) room is scheduled to complete the topping of the main office building by the end of 2020, and it will be put into use in June 2021. The Taishan Press and Publication Town project is the base and guarantee for the distribution business of Rentianguan. After the project is completed, it will become the flagship of the new museum.
is stationed in the high-tech park to help enterprise product innovation. Beijing Imagination Star Information Technology Co., Ltd., which is controlled by Rentian Bookstore, has its own intellectual property products including its library equipped with e-book database, Danxia intelligent library system, and Afago book collection platform. The company will continue to increase its independent research and development efforts and enhance its independent innovation capabilities, and has begun to apply for high-tech enterprises. As a high-tech, high-growth company, it hopes to enter the high-tech park in Fengtai District, Beijing, register office operations in the park, and further receive policy support from all aspects of the park, promote the construction of R&D bases, improve the company’s service level, and contribute to the economic construction and Contribute to financial development.
ps: The above rankings are in no particular order
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