这些少儿出版社今年如何主动出击？
2022-07-20 11:39
中国新闻出版广电报
业界快递
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摘要：在疫情形势较为平缓的2021年，多家少儿出版社的业绩较2020年同期都有所提升。In 2021, when the pandemic was relatively in control, many children’s publishers had a better performance than 2020.现在，2022年已经过半。上半年全国疫情形势较为严峻，给少儿出版带…
在疫情形势较为平缓的2021年，多家少儿出版社的业绩较2020年同期都有所提升。
In 2021, when the pandemic was relatively in control, many children’s publishers had a better performance than 2020.
现在，2022年已经过半。上半年全国疫情形势较为严峻，给少儿出版带来了相当大的挑战。压力面前，少儿出版单位沉着面对，主动出击，力求实现稳步发展。
But the whole industry has once again suffered from the severe pandemic in the first half of 2022. This time, they fight back with preparation.
他们上半年做了什么，下半年又有哪些谋划，听听5家少儿出版社负责人怎么说。
Let have a look at their strategy.
2021年：发货码洋同比增长15.64%
2021: A year-on-year increase of 15.64% of turnover
2021年出版年度（2020年11月至2021年10月），接力出版社发货码洋10.5亿，同比增长15.64%。其中，一般图书发货码洋7.77亿，比2020年同期增长22.8%，比2019年同期增长20.8%。一般图书销售收入与2020年同比增长20.8%，与2019年同比增长38.2%。In the publishing year of 2021 (2020 November – 2021 October), the turnover of Jieli Publishing House is more than 1.05 billion yuan, a year-on-year increase of 15.64%, among which, the turnover of general books were 777 million yuan, a year-on-year increase of 22.8% and 20.8%, compared with 2020 and 2019 respectively; the sales of general books increased by 20.8% and 38.2% by year, compared with 2020 and 2019 respectively.
2021年度，接力出版社的科普百科板块、图画书板块、原创儿童文学板块, 发货码洋位居前三，这三个板块的码洋贡献占比63%。In 2021, popular science, picture book and original children’s literature ranked the top three most distributed sections, adding up to a total 63% of all the distribution turnover.
2022年：着重推进六方面工作
2022: Focus on six aspects
为了强化疫情期间的市场研判，掌握后疫情时代的市场变化，接力社召开了“老书新作——如何做好接力社经典常销图书的市场营销”“2022年度畅销书及主题出版选题研讨会”“图书插图质量工作会议”“2022年上半年数据分析会”“新媒体营销研讨会”等多场专题研讨会，在新零售、新媒体渠道上加深拓展和探索，切实推进整合营销进度。
To make better prediction of the ever-changing market in post-pandemic era, Jieli held several seminars, such as "To Boost Jieli’s Perennial Bestsellers", "2022 Annual Bestsellers and Theme Publishing Seminar", "Book Illustration Quality Conference", "The First Half of 2022 Data Analysis Meeting " and "New Media Marketing Seminar", which deepened the development and exploration in new retail and new media channels, and practically promoted integrated marketing.
2022年，接力出版社整合所有的新媒体平台账号，逐步发挥新媒体矩阵的宣传作用，截止到2022年6月28日，接力出版社自主开发的推广平台共有粉丝144.6万人。自媒体账号共有粉丝75.9万人。In 2022, Jieli integrated official accounts on new media platforms for promotion. By June 28, 2022, Jieli has a total of 1.446 million followers on their own platforms and 759,000 followers on other platforms.
在公域领域，与更多达人、KOL、博主加强合作，在渠道营销上不断创新。Jieli also cooperates with more influencers, KOLs, and bloggers, always seeking new methods to attract customers.
In the second half of 2022, Jieli will focus on the following six aspects:
Establish an efficient and effective work system during the pandemic era.2.进一步调整选题战略，抓好两个效益都突出的重大选题项目。Adjust strategy to evaluate projects and publish books with both economic and social profits.3.完善和调整销售通路、销售平台，对销售平台和网络进行动态化的管理和调整。Improve sales channels and platforms and manage online sales platforms and networks constantly.Keep working on integrating new media.
5.在图书推广上，将更注重新媒体的影响力和传播力，积极搭建新媒体矩阵。Focus more on the promotion and influence of new media, aiming to build a new media matrix.
6.继续完善线上办公系统及流程化管理，继续完善线上国际交流会议平台。Keep improving online working systems and international communication and conference platforms.
China Children's Press & Publication Group
2021年：各项数据同比都有提升
2021: Increasing in all aspects
2021年，中少总社加强发行与回款力度，努力控制成本，使各项经营数据相较去年都有提升。与2020年相比，发货码洋同比增长14.15%，较接近于2019年底的水平。营业总收入同比增长6.20%。利润总额同比增长3.30%。
In 2021, China Children's Press & Publication Group paid more attention to distribution and settlement, resulting a better performance on all aspects. Compared with 2020, the turnover had a year-on-year increase of 14.15%, nearly reaching the level at the end of 2019. Sales revenue had a year-on-year increase of 6.2% and net profit 3.3%.
2022年：多线发力，稳步发展
2022: Diverse and stable development
中少总社为持续推动增长，进一步整合发行力量，稳固现有渠道，加大新渠道营销投入，提升全渠道运营能力；同时，积极与客户沟通，适当延长回款期限，制作电子征订单，引导客户转为线上订阅。To promote long-termed increasing, China Children's Press & Publication Group integrates with the distribution to stabilize current channels and work on new channels. Meanwhile, they communicate with their customers actively and extend the deadline of returning payment and make e-order to guide customers subscribe online.
2022年下半年，中少总社将抓紧疫情防控形势总体改善的机会，多线发力、稳步发展。In the second half of 2022, China Children's Press & Publication Group will grasp a promising post-pandemic era and seek diverse and stable development.
出版方面，将不断扩大主题出版物方阵，实现书报刊联动，为孩子讲好红色故事；进一步加强原创出版物规划，深耕原创系列品牌产品线；继续在优势板块发力，策划新的爆款产品，提升市场竞争力。In publishing, keep working on theme books, link books, newspapers and journals together and tell good theme stories to children; adjust and improve original titles; concentrate on perennial books and new bestsellers.
发行方面，将加强线下发行工作力度，积极参与馆配、农家书屋等项目，完成年度发行目标。同时，继续探索直播带货模式，扩大私域流量池，拉动销售增长。In distributing, reinforce offline distribution with libraries and bookstores to achieve annual goals; meanwhile, continue working on live-streaming to attract more viewers and potential customers.
融合发展方面，将推动形成深化内部融合、强化外部融合的全新发展格局。In integrated developing, will form a brand new development pattern.
Phoenix Juvenile and Children's Publishing
2021年：四方面拉动增长
2021: 4 ways to drive growth
2021年，苏少社营业收入5.14亿元，同比增长19.44%；净利润0.70亿元，同比增长217.86%。The sales revenue of Phoenix Juvenile and Children's Publishing in 2021 was 514 million yuan, a year-on-year increase of 19.44%. The net profit was RMB 70 million, a year-on-year increase of 217.86%.
The main reasons of the growth in 2021 are:精品出版亮点突出。苏少社长期坚持精品生产体系的建设，长销品和畅销品不断。Hightlight of high-quality books.
Phoenix Juvenile and Children's Publishing adheres to the construction of high-quality publication system and published many best-selling books.
品牌化办刊。经过长期品牌化运作，已经形成多门类多品种成体系的儿童阅读期刊群。Brand-oriented publication. After a long-term brand operation, reading group of children's periodicals with various categories and varieties has been formed.
产品革新，销售渠道增加。采取系统化运营的方式，建设新型编辑部，充分利用书刊互动，生产适销对路的新产品。Product innovation and growth in sales channels. Adopt systematic operation way, build new editorial department, make full use of the interaction between books and journals, publish new books which are more proper to the market.
加大核心教育产品推广和结算。苏少社加大了对核心教育产品的结算，也为全社营销的稳定提供了保障。Increase the promotion and settlement of core educational products. Phoenix Juvenile and Children's Publishing increased the settlement of core educational products, which also provided a guarantee for the stability of the marketing.2022年：坚持出版的“长期主义”
2022: Adhere to "Long-term" of the publishing
苏少社抗风险能力还比较强，这得益于比较合理和稳固的产品结构。
Phoenix Juvenile and Children's Publishing's ability to resist risks is relatively strong, which benefits from a more reasonable and stable product structure.
苏少社拥有教育、大众、期刊三大板块。风险下，教育类产品能起到稳定大盘的支撑作用；期刊类产品具有延续性消费的特点，一定程度上能够抵抗突发性风险；大众类产品虽然易受风险影响，但经营弹性高，恢复能力也较强。
Phoenix Juvenile and Children's Publishing has three sections, which are educational books, general books and journals. Under the risk, their educational books play a supporting role to keep stable, journals with the characteristics of continuous consumption can resist sudden risks. Although general books are susceptible to risks, they have high flexibility and strong resilience.
苏少社始终坚持出版的“长期主义”，在策划、编辑、营销图书或期刊的过程中，并不会因为短期利益或长期利益的矛盾而有不同的定位选择。
Phoenix Juvenile and Children's Publishing always adheres to the "long-term" of publishing. In the process of planning, editing and marketing, there will be no different positioning choices because of the contradiction between short-term and long-term interests.
21st Century Publishing Group
2021年：三方面进行优化
Optimization in 3 aspects
2021年，二十一世纪出版社集团营业收入和发货码洋较2020年分别增长了2.5%和8.2%。但由于纸价、人工的上涨及渠道的变化，给利润增长也带来了不小的挑战。The sales renevue and the turnover of 21st Century Publishing Group in 2021 increased by 2.5% and 8.2% respectively compared with 2020. But because of the increase of paper price, labor and the change of channels, it also brings great challenge to profit growth.
针对消费端及渠道端的变化，从主题出版物市场化、IP图书产业化和营销推广网络化三个方面对选题策划和营销进行了优化。In view of the changes of consumers and channels, 21st Century Publishing Group has completed optimization in the following 3 aspects: the marketization of theme books, the industrialization of IP books and the networking of marketing promotion.
2022年：制定“彩虹方案”
与经销商共渡难关
2022: Overcome the difficulties together with distributors through "Rainbow Plan"
2022年上半年，疫情对图书市场的影响是不言而喻的，二十一世纪社没有被困难吓倒，没有失去对市场的信心，在上半年如此严峻的态势下，紧急制定了“彩虹行动”方案，初衷就是为了缓解经销商朋友在疫情防控期间的经营压力，帮助其快速恢复销售，为终端读者提供更加优质的阅读服务。In the first half of 2022, the impact of the epidemic on the book market is quite huge. But 21st Century Publishing Group didn't lose confidence in the market. Under such a severe situation, the "Rainbow Plan" was urgently launched. The original intention of this plan was to alleviate distributors' pressure during the epidemic prevention and control period, help them quickly resume sales and provide better services for the readers.
具体内容包括全线让利、助力推新、补贴直播、支持实体、特价产品、协调代发等六个方面。The "Rainbow Plan" includes six aspects: offering discounts, helping to promote new products, offering subsidies to live broadcasts, supporting offline bookstores, special products and shipping services.
Anhui Children's Publishing House
2021年：“两条腿”走路降低疫情影响
2021: Minimize the impact of the epidemic through the strategy of walking on “Two Legs”
安少社2021年销售收入4.83亿元，发货码洋12.69亿元，其中发货码洋较2020年增长20%。The sales revenue of Anhui Children's Publishing House in 2021 was 483 million yuan. The turnover achieved 1.269 billion yuan, which is 20% higher than that in 2020.
2021年，面对“疫情”和“内卷”的双重考验，坚持一般图书和教辅开发“两条腿”走路，尽量将疫情的影响降到最低。In 2021, facing the double test of COVID-19 and fierce internal competition, Anhui Children's Publishing House sticked to the "Two-Legged" development strategy, and insisted to develope both general books and textbooks, tried to minimize the impact of epidemic situation.
新华系电商快速增长，定制产品再上新台阶，新渠道开拓取得新进展。E-commerce of Xinhua System has grown quite quickly, customized products have reached a new leve, and many new channels have been developed.
主题出版图书双效合一，核心产品稳中有增，新品迅速占领市场，教辅调整产品设计。The theme books brought good economical and social benefits. The core products has increased steadily, new books have gained big market share and Anhui Children's Publishing House successfully adjusted the design and form of their textbooks and learning materials.
2022年：沉着面对，主动出击
2022: Face the risk calmly and take the initiate
2022上半年，全国疫情形势复杂多变，对出版行业带来了很大的冲击。安少社沉着面对，主动出击。In the first half of 2022, the epidemic situation in China was complicated and changeable, which brought great impact to the publishing industry. Anhui Children's Publishing House calmly faced it and took the initiative.
坚持品质出版。无论渠道如何变化，坚信唯有用心做出的好书才会经受住时间的洗礼。Adhere to quality publishing. No matter how the channel changes, Anhui Children's Publishing House firmly believes that only good books can stay.
Open up a new marketing track.Cultivate traditional channels and also build close cooperation with high-quality customers.
加强教育服务。与知名阅读机构深入合作，将服务直接触达学校老师和学生。Cooperate with well-known reading institutions and serve directly the teachers and students in schools.
