论文部分内容阅读
Beijing Language and Culture University Press (hereafter referred to as BLCU Press) has exported 154 kinds of copyright, acquired 37,500,000 yuan of total sales overseas and listed the top among the nation’s unit publishing houses.
The characteristic development road of “copyright output overseas” of BCLU Press
Everyone is equal before “copyright output overseas”. As a middle-scale unit press, BLCU Press cannot compare with big publishing groups in scale. However, it plays a leading and demonstration role in “copyright output overseas”, no matter in object or copyright output. Besides, it took the lead in setting up BLCU Press North American Branch in Chicago, America, which made it the only university press owning assets overseas.
After thorough plan and eight years of exploration and practice, it has achieved notable effect on the work of output. Against the advantage of subjects and teaching and scientific researches of the university, it thinks highly of the publication and international propagation of Chinese materials and relative products about Chinese culture, vigorously implements the plan and develops its characteristic road.
As the only press engaged in professional foreign language teaching and research, it always sticks to its professional feature and has acquired distinguishing triumph in product development, object output, copyright output, construction of branches. It was praised as the best unit on copyright output overseas by the Propaganda Department of the Central Committee of the CPC, the foreign affairs offices of the central committee of the communist party propaganda bureaus, and GAPP; it won the title of “key enterprise of nation’s culture export” for three consecutive times; it was listed the top among the nation’s unit presses for many years; it remained the top for many years on the comprehensive assessment of Chinese book foreign promotion. In 2011, it was rated “advanced unit of copyright output” and “2011 Chinese most influential enterprise in the copyright industry”.
In the year of 2012, it continued to stick to the characteristic development road and gained new achievement and breakthroughs.
1.Make a strategic plan of “copyright output overseas” and decide its direction
It is inseparable between its clear strategic plan and its achievements in recent years. In the last eight years, led by Chairman Qi Dexiang, apart from the whole strategy, every single department has been required to formulate a long-term plan and a year plan aimed at the department and after discussion and modification in the press meeting, a clear and complete work plan would be made. As regards to the output, it also made a long-term plan and a year plan, by which it always had a clear goal and adjusted according to the market changes. The strategic plan is the basic guarantee of its sticking to the characteristic development.
Typical case:
In its twelfth five-year plan, clear plan for the output is made. For example, in the aspect of copyright output, it formulates the strategy as follows:
Copyright output is an efficient way for BLCU Press to propagate book products and occupy overseas market as well as an essential element to enhance its brand influence. Adhere to the promotion tactic featured with copyright output, target the output, increase numbers, improve economic performance and remain the leading position in the nation’s press according to the distribution of overseas market. About the output form, while increasing the book copyright output, pay attention to the output of digital copyright and the right of broadcasting in television; about the area, while keeping the advantage of traditional regions like South Korea, Japan, Southeast Asia, expand towards Europe, South America, and Middle Asia; about the content, while keeping the advantage of exporting Chinese materials, accelerate the output of Chinese culture. Strength the management of system of copyright trade, register and update in time and control the recylcle of copyright royalty.
2.Develop export-oriented products suitable for “copyright output overseas” and ensure its persistence
Typical case:
On the morning of August 31th 2012, the introduction meeting of New Concept Chinese compiled by BLCU Press was held in China International Exhibition Centre.
New Concept Chinese is the general teaching material used by the global Confucius Institute. In order to accelerate the international promotion of Chinese and enhance its quality, in last September, the NOCFL organized the bid inviting if New Concept Chinese, in which the teaching plan of BLCU Press got the nod among many competitive units and became the undertaker of the program. New Concept Chinese is divided into four levels, which include textbook, workbook, teachers' book, etc. in every level. MP3 compact disc is complimentary every textbook, in which the text, new words and exercises are recorded. At the same time, special area was set up on official website of the press, providing Chinese learners and teachers with supplementary digital resources. The fist volume has been launched for adult Chinese learners who have basic skills in Chinese and until next year’s spring, the whole book will be finished and cartoon matched with the book will be created later. 3.Give great impetus to the object output of Chinese teaching materials and products about Chinese culture and lay equal stress on social benefit and economic benefit of “copyright output overseas”
By persistent effort, BLCU Press set up overseas marketing network covering 67 countries and regions which own 269 overseas agent customers and its annual overseas sales amounted over 50 million yuan, remaining the top in object output for many years. Established by BLCU Press, the electronic commerce system covering the globe realized online sale, whose products have entered Lebanon, Mauritius and other areas which are difficult to enter by traditional sale.
Typical case:
From 26th May to 3rd June 2012, BLCU Press made a deep visit and investigation of Chinese materials market in Singapore and Thailand. Taking the opportunity of participating in Singapore International Book Fair, it visited several universities, middle schools and international schools in the two countries, did field trip in dealers bookstore and successfully held a training information session in Thailand Chulalongkorn University.
Through this trip, it knew the condition of Chinese teaching and textbook using in the local schools, then reorganized and established a more complete and clear marketing network, putting he marketing mode of providing reaching resources by the press, organizing by dealers, launching training and promotion together into practice.
From 29th August to 2nd September 2012, in the exhibition showing the achievements of Chinese press and publications in the last ten years, the book output and program of its branch in North America of BLCU Press were displayed as key successful cases by GAPP as BLCU Press has made prominent achievements in the aspect of “copyright output overseas”.
In the exhibition showing the achievements of Chinese press and publications in the last ten years by GAPP, BLCU Press has made prominent achievements and word in the showcase is:
Chinese teaching materials for foreigners have become important in object output and over 400,000 Chinese teaching materials weighing about 200 tons are sent around the world by postal service every year. Conversational Chinese 301 and New Practical Chinese Reader have been revised and reprinted amounting to over 50 times and exported to about 60 countries.
4.Adjust the strategy of “copyright output overseas” in time and ensure the steady-state growth of output amount and royalty income In the last eight years, BLCU Press has exported 1269 kinds of copyright totally, covering more than 20 countries such as the UK, France, Germany, Italy, Switzerland, Russia, Mexico, Japan, South Korea, Vietnam, Thailand, India, Indonesia, Malaysia, Mongolia, Singapore and won the title of “the national advanced unit in copyright output” for many times.
Making a general survey of its experience, its success is contributed to books’ distinguishing features, scientific decision, channel construction, royalty strategy and comprehensive promotion. More importantly is that it always keeps a clear and enterprising mind, sensitively captures the changes of international market and adjusts the form of copyright trade in time, which not only ensures the fast growth rate of the output, but obtains social and economic benefits meanwhile.
Typical case:
From 15th to 18th April 2012, “market focus” by the guest of honour, China was held in London Book Fair. In this book fair, having exported 66 copyrights and had about a hundred programs in discussion, BLCU Press was rated as “the national advanced unit in copyright output” again by the committee of Chinese guest of honour of international book fair after the activity in 2009 Frankfurt Book Fair.
From 29th August to 2nd September 2012, the 19th Beijing International Book Fair in which BLCU Press took part was held in New Beijing National Exhibition Center. Stands were set up in traditional exhibition areas and digital areas awarded by GAPP, which displayed paper books and digital products published in recent years and negotiated with agent dealers from 15 publishing houses such as South Korea, Thailand, Japan, Singapore, Malaysia, Indonesia, Russia, Germany. When the guest of honour was South Korea, the press held the exhibition about achievements of copyright output to South Korea in the traditional area.
In October 10th 2012, the 64th Frankfurt Book Fair was solemnly opened in the exhibition center of Frankfurt Germany, where the delegation of BLCU Press took part with many competitive books and audiovisual products for five days. It is reported that the top five in copyright amount are the China International Publishing Group, China Publishing Group Company, the Phoenix Publishing Media Group co., LTD., Beijing Language and Culture University Press, Southern Media co., LTD. BLCU Press is also the only unit press among the top five.
5.set up the North America Branch and make the important base of cultural “copyright output overseas” Actively answering to the nation’s call, BLCU Press North American Branch was incorporated and established in Chicago, America in March 2011, which influences the whole North America. The branch is based on the advantageous Chinese teaching and Chinese cultural resources of BLCU Press, is actively engaged in the research and development of local teaching materials and makes great effort in expanding the marketing channels in North American area to make it an important base of overseas publication of Chinese teaching materials and cultural “copyright output overseas”. For now, the program of the construction of the branch has been rated as the major program of Chinese culture output in 2011 to 2012. Businesses in the branch go on well and have achieved initial success.
Typical Case
In December 2012, Beijing Language and Culture University North American Branch Press made new progress in its overseas marketing channels construction. The first 300 kinds of handpicked books was officially sold on the American Amazon Online Sales. American local online sales of the branch press made a significant step forward.
Beijing Language and Culture Universe North American Branch Press handpicked 300 kinds of books which is best fit for north America marketing from thousands of books, as the first batch of books online. They finished the preparation and translation of these books in the shortest possible time; docked with American Amazon data platform successfully; remade bar codes of millions of books according to the modern logistics system requirements and sent them to the storage centers of eastern Pennsylvania, central Indiana and western California respectively. Thess three regions overlap the whole America, which ensured the online books can be sent to everywhere in the United States within three days. Relying on rich varieties and abundant quantities of books, convenient logistics and professional service, North American Branch Press performed multiple transactions and ranked the top of sellers of congeneric products on the first day the books was sold on Amazon.
Poor overseas marketing channels were the major bottlenecks of limiting the “copyright output overseas” of Chinese publications. In order to solve this problem, Beijing Language and Culture University Press had made thorough inquiries in recent years and found that it was the most direct solution to establish the local marketing networks of overseas branches. North American Branch Press realized the location of American internet marketing. Buyers and sellers were face to face by shopping on American Amazon. The marketing channels were more smooth. And it met the consumption habit needs and product diversification demands of learners of Chinese language in north America effectively. The problem was finally solved. The Amazon company is one of companies in the Fortune 500 list, mainly engaged in online sales of millions of products, such as books, music and videos. The Amazon Book Store is the most famous among them. It provides fifteen times more books than any other book stores all over the world. American people mainly buy books on Amazon. At present, The Amazon company becomes an online retailers which owns the most varieties of products and the second biggest Internet company in the world.
Appendix:
Beijing Language and Culture University Press’s “Copyright Output Overseas” Work Memorabilia in 2012
1. From March 29th to 30th, 2012, the “China Book International Initiative” work group held the 8th work meeting in Nanchang, Jiangxi. At the meeting, the work group released comprehensive evaluation results of the 2011 annual national publishing units. Beijing Language and Culture University Press output 154 copyrights altogether and 84 sorts of books were through the review. Books that the Press published according to publication plans were sold 37.5 million overseas, ranking the first of the monomer presses again in grade 99 points.
2. From April 15th to 18th, 2012, the London Book Fair "market focus", with China being the main guest of honor, held in London exhibition center. In this book fair, Beijing Language and Culture University Press output 66 copyrights in all and discussed nearly one hundred kinds of copyrights. They was named “The Advanced Unit in the Outputs of Copyrights” by the International Book Fair, with China being the main guest of honor after the Frankfurt International Book Fair in 2009.
At 9 o’clock of April 16th, London Book Fair opened officially. New Concept Chinese is a publish project reviewed by China National Office for Teaching Chinese as a Foreign Language (NOCFL). The teaching scheme of Beijing Language and Culture University Press overshadowed other competitors and Beijing Language and Culture University Press became the project undertaker.
In the morning of April 17th, NOCFL held the press conference of New Concept Chinese in the exhibition area and introduced its publication and characteristics to media all over the world. More than ten foreign journalists attended the meeting and took the whole video, photography, report and follow-up interview.
Beijing Language and Culture University Press organized class activities themed by “Learn Chinese Easily” during the Book Fair and got 120000 yuan for financial subsidies from the General Administration of Press and Publication (GAPP). 3. From May 26th to June 3rd, 2012, Beijing Language and Culture University Press deeply visited and investigated the Chinese textbook markets in Singapore and Thailand. During attending the Singapore International Book Fair, they went around many universities, secondary schools, primary schools and international schools and field visited some dealers bookstores in both the two countries. From June 2nd to 3rd, Beijing Language and Culture University Press successfully held the training teach-in of how to use the textbooks published by them correctly in Chulalongkorn University in Thailand.
By visiting Singapore and Thailand, Beijing Language and Culture University Press knew the teaching situations and teaching materials in the local universities, secondary schools, primary schools and international schools to the ground. They renewed a distribution network with a more complete coverage and a clearer hierarchy and succeeded in building a marketing patten of publishers providing teaching resources and dealers convening and organizing the usage training and promotion of textbooks.
4. From July 18th to 24th, 2012, the delegation of Beijing Language and Culture University Press attended the 23rd annual Hong Kong Book Fair. In the book fair, Beijing Language and Culture University Press altogether exhibited and sold more than 400 kinds of Chinese textbooks ( more than 1200 copies) and independent electronic audio and video products, which were popular with Chinese teachers and Chinese learners overseas. In the “Mainland Publishing” exhibition area of the book fair, GAPP held the “National Publishing Fund Exhibition”, in which they displayed more than 80 classic books. The national publishing fund project China's intangible cultural heritage accomplished by Beijing Language and Culture University Press was displayed on the exhibition board, light box advertising, and big looping screen as a key exhibition project.
5. In July 2012, the Japanese version of Historical Narratives of Beijing Streets, which Beijing Language and Culture University Press declared to State Council Information Office, got 7 million yuan subvention from the project of "translating and publishing books on Chinese culture" successfully.
6. On August 31st 2012, “the 11th Exporting and Importing Excellent Books" awards ceremony was held in the conference hall on the second floor of GAPP. It was jointly launched by China publishing association for international cooperation on working committee, the Chinese academy of press and publication and Published Reference periodical office. New Chinese was rated as exporting excellent books and Miao Qiang, the director of overseas development department was named the 2011 annual excellent copyright managers. 7. From August 29th to September 2nd, 2012, Beijing Language and Culture University Press attended the 19th Beijing International Book Expo, which was held in Beijing New State Exhibition Center and set up exhibition booths at the traditional exhibition area and digital exhibition area awarded by GAPP respectively. They mainly displayed the newly published paper books and digital products and held talks on copyrights and distributions with fifteen publication organizations from South Korea, Thailand, Japan, Singapore, Malaysia, Indonesia, Russia and German. In addition, Beijing Language and Culture University Press held a copyrights output achievement exhibition to South Korea in the traditional exhibition area by taking advantages of South Korea being the guest country. The China Publishing News gave a special report of this activity. At the same time, Beijing Language and Culture University Press and NOCFL jointly held promotional activities of New Chinese.
8. From August 29th to September 2nd, 2012, GAPP held “ Stride To The World In Decade”, an achievement exhibition of China's press and publication going out in ten years. On account of the great achievements Beijing Language and Culture University Press has made on “copyright output overseas” in recent years, GAPP payed high attention and affirmation to them. Beijing Language and Culture University Press’s real books exportation and the establishment of its North American Branch Press were both treated as successful cases by GAPP and importantly demonstrated.
9. From September 2nd to 5th, 2012, the 1st China-Eurasia Publication Expo was held by GAPP and the People's Government of Xinjiang Uygur Autonomous Region in Xinjiang international convention center. Beijing Language and Culture University Press received the publication friends from Mongolia, Turkey, Russia and reached a preliminary intention of Chinese Garden’s copyright output with Mitic publishing company of Kazakhstan.
10. In September 2012, Beijing Language and Culture University Press was named “Beijing advanced collective of press and publication and copyright work” by the Beijing Bureau of Human Resource and Social Security and Beijing Bureau of Press and Publishing (copyright office ). And the chief editor Zhang Jian was rated as ‘’Beijing advanced individual of press and publication and copyright work”.
11. On September 18th, 2012, six ministries and commissions including Commerce Department, the Propaganda Department of the Central Committee of the CPC, Ministry of Finance and GAPP jointly issued “Directory of 2011-2012 Annual National Cultural Exports of Key Enterprises and Key Projects”. Beijing Language and Culture University Press was awarded the title of “National Cultural Exports of Key Enterprises”, which is the third time that they got the award. Meanwhile, Beijing Language and Culture University North American Branch Press was rated as “National Cultural Exports of Key Projets” 12. On October 10th, 2012, the 64th Frankfurt Book Fair was grandly opened in Frankfurt Fair Ground. The delegations of Beijing Language and Culture University Press attended the five-day exhibition with many fine books and audio-visual products. It was reported that China International Publishing Group, China Publishing Group, Phoenix publishing media group co., LTD, Beijing Language and Culture University Press and the southern media co., LTD were on the top five of copyright output quantity on this Frankfurt Book Fair. Beijing Language and Culture University Press was the only monomer press that rounded out the top five.
13. In recent years, mobile publishing, represented by cellphone publishing and handheld reader, has sprung up everywhere. It is regarded as an important turning of digital publishing. People in this field think its industry perspectives are very bright. In the past few days, Beijing Language and Culture University Press uploaded successfully its first digital mobile products to App backstage, which takes them more than one year to prepare, develop and process. Three series of products, including Small Chinese Bookcase are sold online, which symbolizes the official start of Beijing Language and Culture Universe Press digital mobile production. Besides the traditional paper publishing, electronic and audio-visual publishing and internet publishing, Beijing Language and Culture Universe Press creates a new publishing form. It has the new profit-growth spot and higher market competitiveness. At present, the product is not only sold online at home, but it is sold in north American markets by Beijing Language and Culture University North American branch press.
14. In December 2012, Beijing Language and Culture University North American Branch Press made new progress in its overseas marketing channels construction. The first 300 kinds of handpicked books was officially sold on the American Amazon Online Sales. American local online sales of the branch press made a significant step forward. Beijing Language and Culture Universe North American Branch Press handpicked 300 kinds of books which is best fit for north America marketing from thousands of books, as the first batch of books online. They finished the preparation and translation of these books in the shortest possible time; docked with American Amazon data platform successfully; remade bar codes of millions of books according to the modern logistics system requirements and sent them to the storage centers of eastern Pennsylvania, central Indiana and western California respectively. Thess three regions overlap the whole America, which ensured the online books can be sent to everywhere in the United States within three days. Relying on rich varieties and abundant quantities of books, convenient logistics and professional service, North American Branch Press performed multiple transactions and ranked the top of sellers of congeneric products on the first day the books was sold on Amazon.
The characteristic development road of “copyright output overseas” of BCLU Press
Everyone is equal before “copyright output overseas”. As a middle-scale unit press, BLCU Press cannot compare with big publishing groups in scale. However, it plays a leading and demonstration role in “copyright output overseas”, no matter in object or copyright output. Besides, it took the lead in setting up BLCU Press North American Branch in Chicago, America, which made it the only university press owning assets overseas.
After thorough plan and eight years of exploration and practice, it has achieved notable effect on the work of output. Against the advantage of subjects and teaching and scientific researches of the university, it thinks highly of the publication and international propagation of Chinese materials and relative products about Chinese culture, vigorously implements the plan and develops its characteristic road.
As the only press engaged in professional foreign language teaching and research, it always sticks to its professional feature and has acquired distinguishing triumph in product development, object output, copyright output, construction of branches. It was praised as the best unit on copyright output overseas by the Propaganda Department of the Central Committee of the CPC, the foreign affairs offices of the central committee of the communist party propaganda bureaus, and GAPP; it won the title of “key enterprise of nation’s culture export” for three consecutive times; it was listed the top among the nation’s unit presses for many years; it remained the top for many years on the comprehensive assessment of Chinese book foreign promotion. In 2011, it was rated “advanced unit of copyright output” and “2011 Chinese most influential enterprise in the copyright industry”.
In the year of 2012, it continued to stick to the characteristic development road and gained new achievement and breakthroughs.
1.Make a strategic plan of “copyright output overseas” and decide its direction
It is inseparable between its clear strategic plan and its achievements in recent years. In the last eight years, led by Chairman Qi Dexiang, apart from the whole strategy, every single department has been required to formulate a long-term plan and a year plan aimed at the department and after discussion and modification in the press meeting, a clear and complete work plan would be made. As regards to the output, it also made a long-term plan and a year plan, by which it always had a clear goal and adjusted according to the market changes. The strategic plan is the basic guarantee of its sticking to the characteristic development.
Typical case:
In its twelfth five-year plan, clear plan for the output is made. For example, in the aspect of copyright output, it formulates the strategy as follows:
Copyright output is an efficient way for BLCU Press to propagate book products and occupy overseas market as well as an essential element to enhance its brand influence. Adhere to the promotion tactic featured with copyright output, target the output, increase numbers, improve economic performance and remain the leading position in the nation’s press according to the distribution of overseas market. About the output form, while increasing the book copyright output, pay attention to the output of digital copyright and the right of broadcasting in television; about the area, while keeping the advantage of traditional regions like South Korea, Japan, Southeast Asia, expand towards Europe, South America, and Middle Asia; about the content, while keeping the advantage of exporting Chinese materials, accelerate the output of Chinese culture. Strength the management of system of copyright trade, register and update in time and control the recylcle of copyright royalty.
2.Develop export-oriented products suitable for “copyright output overseas” and ensure its persistence
Typical case:
On the morning of August 31th 2012, the introduction meeting of New Concept Chinese compiled by BLCU Press was held in China International Exhibition Centre.
New Concept Chinese is the general teaching material used by the global Confucius Institute. In order to accelerate the international promotion of Chinese and enhance its quality, in last September, the NOCFL organized the bid inviting if New Concept Chinese, in which the teaching plan of BLCU Press got the nod among many competitive units and became the undertaker of the program. New Concept Chinese is divided into four levels, which include textbook, workbook, teachers' book, etc. in every level. MP3 compact disc is complimentary every textbook, in which the text, new words and exercises are recorded. At the same time, special area was set up on official website of the press, providing Chinese learners and teachers with supplementary digital resources. The fist volume has been launched for adult Chinese learners who have basic skills in Chinese and until next year’s spring, the whole book will be finished and cartoon matched with the book will be created later. 3.Give great impetus to the object output of Chinese teaching materials and products about Chinese culture and lay equal stress on social benefit and economic benefit of “copyright output overseas”
By persistent effort, BLCU Press set up overseas marketing network covering 67 countries and regions which own 269 overseas agent customers and its annual overseas sales amounted over 50 million yuan, remaining the top in object output for many years. Established by BLCU Press, the electronic commerce system covering the globe realized online sale, whose products have entered Lebanon, Mauritius and other areas which are difficult to enter by traditional sale.
Typical case:
From 26th May to 3rd June 2012, BLCU Press made a deep visit and investigation of Chinese materials market in Singapore and Thailand. Taking the opportunity of participating in Singapore International Book Fair, it visited several universities, middle schools and international schools in the two countries, did field trip in dealers bookstore and successfully held a training information session in Thailand Chulalongkorn University.
Through this trip, it knew the condition of Chinese teaching and textbook using in the local schools, then reorganized and established a more complete and clear marketing network, putting he marketing mode of providing reaching resources by the press, organizing by dealers, launching training and promotion together into practice.
From 29th August to 2nd September 2012, in the exhibition showing the achievements of Chinese press and publications in the last ten years, the book output and program of its branch in North America of BLCU Press were displayed as key successful cases by GAPP as BLCU Press has made prominent achievements in the aspect of “copyright output overseas”.
In the exhibition showing the achievements of Chinese press and publications in the last ten years by GAPP, BLCU Press has made prominent achievements and word in the showcase is:
Chinese teaching materials for foreigners have become important in object output and over 400,000 Chinese teaching materials weighing about 200 tons are sent around the world by postal service every year. Conversational Chinese 301 and New Practical Chinese Reader have been revised and reprinted amounting to over 50 times and exported to about 60 countries.
4.Adjust the strategy of “copyright output overseas” in time and ensure the steady-state growth of output amount and royalty income In the last eight years, BLCU Press has exported 1269 kinds of copyright totally, covering more than 20 countries such as the UK, France, Germany, Italy, Switzerland, Russia, Mexico, Japan, South Korea, Vietnam, Thailand, India, Indonesia, Malaysia, Mongolia, Singapore and won the title of “the national advanced unit in copyright output” for many times.
Making a general survey of its experience, its success is contributed to books’ distinguishing features, scientific decision, channel construction, royalty strategy and comprehensive promotion. More importantly is that it always keeps a clear and enterprising mind, sensitively captures the changes of international market and adjusts the form of copyright trade in time, which not only ensures the fast growth rate of the output, but obtains social and economic benefits meanwhile.
Typical case:
From 15th to 18th April 2012, “market focus” by the guest of honour, China was held in London Book Fair. In this book fair, having exported 66 copyrights and had about a hundred programs in discussion, BLCU Press was rated as “the national advanced unit in copyright output” again by the committee of Chinese guest of honour of international book fair after the activity in 2009 Frankfurt Book Fair.
From 29th August to 2nd September 2012, the 19th Beijing International Book Fair in which BLCU Press took part was held in New Beijing National Exhibition Center. Stands were set up in traditional exhibition areas and digital areas awarded by GAPP, which displayed paper books and digital products published in recent years and negotiated with agent dealers from 15 publishing houses such as South Korea, Thailand, Japan, Singapore, Malaysia, Indonesia, Russia, Germany. When the guest of honour was South Korea, the press held the exhibition about achievements of copyright output to South Korea in the traditional area.
In October 10th 2012, the 64th Frankfurt Book Fair was solemnly opened in the exhibition center of Frankfurt Germany, where the delegation of BLCU Press took part with many competitive books and audiovisual products for five days. It is reported that the top five in copyright amount are the China International Publishing Group, China Publishing Group Company, the Phoenix Publishing Media Group co., LTD., Beijing Language and Culture University Press, Southern Media co., LTD. BLCU Press is also the only unit press among the top five.
5.set up the North America Branch and make the important base of cultural “copyright output overseas” Actively answering to the nation’s call, BLCU Press North American Branch was incorporated and established in Chicago, America in March 2011, which influences the whole North America. The branch is based on the advantageous Chinese teaching and Chinese cultural resources of BLCU Press, is actively engaged in the research and development of local teaching materials and makes great effort in expanding the marketing channels in North American area to make it an important base of overseas publication of Chinese teaching materials and cultural “copyright output overseas”. For now, the program of the construction of the branch has been rated as the major program of Chinese culture output in 2011 to 2012. Businesses in the branch go on well and have achieved initial success.
Typical Case
In December 2012, Beijing Language and Culture University North American Branch Press made new progress in its overseas marketing channels construction. The first 300 kinds of handpicked books was officially sold on the American Amazon Online Sales. American local online sales of the branch press made a significant step forward.
Beijing Language and Culture Universe North American Branch Press handpicked 300 kinds of books which is best fit for north America marketing from thousands of books, as the first batch of books online. They finished the preparation and translation of these books in the shortest possible time; docked with American Amazon data platform successfully; remade bar codes of millions of books according to the modern logistics system requirements and sent them to the storage centers of eastern Pennsylvania, central Indiana and western California respectively. Thess three regions overlap the whole America, which ensured the online books can be sent to everywhere in the United States within three days. Relying on rich varieties and abundant quantities of books, convenient logistics and professional service, North American Branch Press performed multiple transactions and ranked the top of sellers of congeneric products on the first day the books was sold on Amazon.
Poor overseas marketing channels were the major bottlenecks of limiting the “copyright output overseas” of Chinese publications. In order to solve this problem, Beijing Language and Culture University Press had made thorough inquiries in recent years and found that it was the most direct solution to establish the local marketing networks of overseas branches. North American Branch Press realized the location of American internet marketing. Buyers and sellers were face to face by shopping on American Amazon. The marketing channels were more smooth. And it met the consumption habit needs and product diversification demands of learners of Chinese language in north America effectively. The problem was finally solved. The Amazon company is one of companies in the Fortune 500 list, mainly engaged in online sales of millions of products, such as books, music and videos. The Amazon Book Store is the most famous among them. It provides fifteen times more books than any other book stores all over the world. American people mainly buy books on Amazon. At present, The Amazon company becomes an online retailers which owns the most varieties of products and the second biggest Internet company in the world.
Appendix:
Beijing Language and Culture University Press’s “Copyright Output Overseas” Work Memorabilia in 2012
1. From March 29th to 30th, 2012, the “China Book International Initiative” work group held the 8th work meeting in Nanchang, Jiangxi. At the meeting, the work group released comprehensive evaluation results of the 2011 annual national publishing units. Beijing Language and Culture University Press output 154 copyrights altogether and 84 sorts of books were through the review. Books that the Press published according to publication plans were sold 37.5 million overseas, ranking the first of the monomer presses again in grade 99 points.
2. From April 15th to 18th, 2012, the London Book Fair "market focus", with China being the main guest of honor, held in London exhibition center. In this book fair, Beijing Language and Culture University Press output 66 copyrights in all and discussed nearly one hundred kinds of copyrights. They was named “The Advanced Unit in the Outputs of Copyrights” by the International Book Fair, with China being the main guest of honor after the Frankfurt International Book Fair in 2009.
At 9 o’clock of April 16th, London Book Fair opened officially. New Concept Chinese is a publish project reviewed by China National Office for Teaching Chinese as a Foreign Language (NOCFL). The teaching scheme of Beijing Language and Culture University Press overshadowed other competitors and Beijing Language and Culture University Press became the project undertaker.
In the morning of April 17th, NOCFL held the press conference of New Concept Chinese in the exhibition area and introduced its publication and characteristics to media all over the world. More than ten foreign journalists attended the meeting and took the whole video, photography, report and follow-up interview.
Beijing Language and Culture University Press organized class activities themed by “Learn Chinese Easily” during the Book Fair and got 120000 yuan for financial subsidies from the General Administration of Press and Publication (GAPP). 3. From May 26th to June 3rd, 2012, Beijing Language and Culture University Press deeply visited and investigated the Chinese textbook markets in Singapore and Thailand. During attending the Singapore International Book Fair, they went around many universities, secondary schools, primary schools and international schools and field visited some dealers bookstores in both the two countries. From June 2nd to 3rd, Beijing Language and Culture University Press successfully held the training teach-in of how to use the textbooks published by them correctly in Chulalongkorn University in Thailand.
By visiting Singapore and Thailand, Beijing Language and Culture University Press knew the teaching situations and teaching materials in the local universities, secondary schools, primary schools and international schools to the ground. They renewed a distribution network with a more complete coverage and a clearer hierarchy and succeeded in building a marketing patten of publishers providing teaching resources and dealers convening and organizing the usage training and promotion of textbooks.
4. From July 18th to 24th, 2012, the delegation of Beijing Language and Culture University Press attended the 23rd annual Hong Kong Book Fair. In the book fair, Beijing Language and Culture University Press altogether exhibited and sold more than 400 kinds of Chinese textbooks ( more than 1200 copies) and independent electronic audio and video products, which were popular with Chinese teachers and Chinese learners overseas. In the “Mainland Publishing” exhibition area of the book fair, GAPP held the “National Publishing Fund Exhibition”, in which they displayed more than 80 classic books. The national publishing fund project China's intangible cultural heritage accomplished by Beijing Language and Culture University Press was displayed on the exhibition board, light box advertising, and big looping screen as a key exhibition project.
5. In July 2012, the Japanese version of Historical Narratives of Beijing Streets, which Beijing Language and Culture University Press declared to State Council Information Office, got 7 million yuan subvention from the project of "translating and publishing books on Chinese culture" successfully.
6. On August 31st 2012, “the 11th Exporting and Importing Excellent Books" awards ceremony was held in the conference hall on the second floor of GAPP. It was jointly launched by China publishing association for international cooperation on working committee, the Chinese academy of press and publication and Published Reference periodical office. New Chinese was rated as exporting excellent books and Miao Qiang, the director of overseas development department was named the 2011 annual excellent copyright managers. 7. From August 29th to September 2nd, 2012, Beijing Language and Culture University Press attended the 19th Beijing International Book Expo, which was held in Beijing New State Exhibition Center and set up exhibition booths at the traditional exhibition area and digital exhibition area awarded by GAPP respectively. They mainly displayed the newly published paper books and digital products and held talks on copyrights and distributions with fifteen publication organizations from South Korea, Thailand, Japan, Singapore, Malaysia, Indonesia, Russia and German. In addition, Beijing Language and Culture University Press held a copyrights output achievement exhibition to South Korea in the traditional exhibition area by taking advantages of South Korea being the guest country. The China Publishing News gave a special report of this activity. At the same time, Beijing Language and Culture University Press and NOCFL jointly held promotional activities of New Chinese.
8. From August 29th to September 2nd, 2012, GAPP held “ Stride To The World In Decade”, an achievement exhibition of China's press and publication going out in ten years. On account of the great achievements Beijing Language and Culture University Press has made on “copyright output overseas” in recent years, GAPP payed high attention and affirmation to them. Beijing Language and Culture University Press’s real books exportation and the establishment of its North American Branch Press were both treated as successful cases by GAPP and importantly demonstrated.
9. From September 2nd to 5th, 2012, the 1st China-Eurasia Publication Expo was held by GAPP and the People's Government of Xinjiang Uygur Autonomous Region in Xinjiang international convention center. Beijing Language and Culture University Press received the publication friends from Mongolia, Turkey, Russia and reached a preliminary intention of Chinese Garden’s copyright output with Mitic publishing company of Kazakhstan.
10. In September 2012, Beijing Language and Culture University Press was named “Beijing advanced collective of press and publication and copyright work” by the Beijing Bureau of Human Resource and Social Security and Beijing Bureau of Press and Publishing (copyright office ). And the chief editor Zhang Jian was rated as ‘’Beijing advanced individual of press and publication and copyright work”.
11. On September 18th, 2012, six ministries and commissions including Commerce Department, the Propaganda Department of the Central Committee of the CPC, Ministry of Finance and GAPP jointly issued “Directory of 2011-2012 Annual National Cultural Exports of Key Enterprises and Key Projects”. Beijing Language and Culture University Press was awarded the title of “National Cultural Exports of Key Enterprises”, which is the third time that they got the award. Meanwhile, Beijing Language and Culture University North American Branch Press was rated as “National Cultural Exports of Key Projets” 12. On October 10th, 2012, the 64th Frankfurt Book Fair was grandly opened in Frankfurt Fair Ground. The delegations of Beijing Language and Culture University Press attended the five-day exhibition with many fine books and audio-visual products. It was reported that China International Publishing Group, China Publishing Group, Phoenix publishing media group co., LTD, Beijing Language and Culture University Press and the southern media co., LTD were on the top five of copyright output quantity on this Frankfurt Book Fair. Beijing Language and Culture University Press was the only monomer press that rounded out the top five.
13. In recent years, mobile publishing, represented by cellphone publishing and handheld reader, has sprung up everywhere. It is regarded as an important turning of digital publishing. People in this field think its industry perspectives are very bright. In the past few days, Beijing Language and Culture University Press uploaded successfully its first digital mobile products to App backstage, which takes them more than one year to prepare, develop and process. Three series of products, including Small Chinese Bookcase are sold online, which symbolizes the official start of Beijing Language and Culture Universe Press digital mobile production. Besides the traditional paper publishing, electronic and audio-visual publishing and internet publishing, Beijing Language and Culture Universe Press creates a new publishing form. It has the new profit-growth spot and higher market competitiveness. At present, the product is not only sold online at home, but it is sold in north American markets by Beijing Language and Culture University North American branch press.
14. In December 2012, Beijing Language and Culture University North American Branch Press made new progress in its overseas marketing channels construction. The first 300 kinds of handpicked books was officially sold on the American Amazon Online Sales. American local online sales of the branch press made a significant step forward. Beijing Language and Culture Universe North American Branch Press handpicked 300 kinds of books which is best fit for north America marketing from thousands of books, as the first batch of books online. They finished the preparation and translation of these books in the shortest possible time; docked with American Amazon data platform successfully; remade bar codes of millions of books according to the modern logistics system requirements and sent them to the storage centers of eastern Pennsylvania, central Indiana and western California respectively. Thess three regions overlap the whole America, which ensured the online books can be sent to everywhere in the United States within three days. Relying on rich varieties and abundant quantities of books, convenient logistics and professional service, North American Branch Press performed multiple transactions and ranked the top of sellers of congeneric products on the first day the books was sold on Amazon.