New trends in publishing and distribution in the context of 5G.
On the conference, this year OpenBook was named as one of outstanding digital publishing entities for development of “publishing think tanks,” which provide a technology service platform based on the application of Internet, cloud computing, big data to ensure the stable development of hardware and software technology applications in the publishing industry.
Ms. Jiang Yanping, general manager of Beijing OpenBook, shared key technologies that could bring to publishing industry. As the same in other part of the world today, cloud service that could solve the burst of massive data traffic, 5G carrying high-speed transmission and low latency and AI that provide intelligent and efficient processing capabilities all create opportunities for application in the publishing industry.
Source: OpenBook 2020
In the context of mobile Internet era, diversified content carriers are emerging and change user behavior for daily activities, including daily food and clothing shopping, fitness and health, life services, entertainment and online education & learning. In China, mobile apps with diversified functions attracted users on mobile reading.
Source: OpenBook 2020
Ms. Jiang advise that the industry should pay attention to changes in reading habit and look for emerging publishing content and formats to meet users demand in the new era.
Competing with more technologies and devices, traditional books in the following mainstream categories should:
Entertainment Content: compared with online information, beauty and apparel, handmade, and travel books are difficult to be more intuitive and time-sensitive. They need to have their own originality and refine the target audience to survive.
Life Skills Content: cooking, maternity and childcare, fitness, health, language, etc., which need to be more professional, accurate and in-depth than the information available online.
Critical Thinking and Learning Materials: This type of content, such as social sciences, economics and management, literature and art, various professional technologies (such as computer, architecture, design, etc.), is featured as seriousness, stability, retention, high professional requirements, suitable for in-depth reading.
Source: OpenBook 2020
For book publishing, the key trend would be the integration of distribution and marketing. Based on valuable book content, publishers apply distribution and marketing measures on various platforms, creating a diversified network around the content.
One of effective promotional platform was called social commerce including Tik Tok, Kuaishou and PinDuoDuo, which use short video, live streaming and other networking applications to promote and sell products and services. Private Wechat community promote the book or create reading club through creating groups of friends and potential readers on this private channel. Vertical reading APP includes paid knowledge classes, which offer online courses and books on the platform. Traditional promotional platforms include physical bookstores such as Xinhua chain bookstores and online book marketplaces such as T-mall, JingDong and DangDang.
In the future, the major attention of publishers might transform from production-centric to comsumer-centric. In other words, they will create and distribute content in order to build brands, strengthen user awareness and reach out target users accurately.
Source: OpenBook 2020
Source: Shuyouzhijia(photographer on the conference), 2020
2020 China International Copyright Services Conference and China Digital Publishing Innovation Forum were held from September 5th and 6th. The conference has a theme "All Media Copyright Economy in the 5G Era" this year and the forum has a theme of “Digital inheritance and sharing of high-quality development results”.
The significance of the conference is to gain insights into industry changes and trends, and application of latest digital technology and successful business models in the publishing, e-commerce, copyright, and Internet education industries at home and abroad.
This year both conference and forum activities invited about 200 offline representatives and 2,000 online representatives from the publishing and related industries.