Familiarizing yourself with the Chinese book market is a key part of reaching readers, but how do you actually go about getting your books into the market? Robert E. Baensch and Xiaojuan Jiang share insights from their report Selling Canadian Books and Translation Rights in China on how to navigate the logistics of getting your books into the country.
The SAPPRFT reported that in 2014 China imported US$283.8 million of books, magazines, and newspapers. In 2013, it was US$280.5 million. Year-on-year, total imports increased by 1.2%.
One of the most important factors unique to China is that all export sales of publications to Chinese wholesalers, distributors, retailers, libraries, schools, and consumers must be imported by SAPPRFT-authorized or state-owned book importers. Back in 1985 there was only one such official organization, the China National Publications Import and Export Corporation (CNPIEC). Today there are 38 official import and export companies approved and authorized by the SAPPRFT. Only nine have the major share of the business, and only seven have a license to import and deal with digital, e-book, or online information services.
It is important to keep in mind that these are not what we may consider freight forwarders and customs clearance agents in traditional Western international business. These are business units that generate orders, build sales volume, create proprietary catalogues, and then have the exclusive permits to import the products and publications that they sell for a profit. They work on a very competitive scale, present proposals to libraries and major bookstores, and aim to be an exclusive source of supply of foreign publications.
Only seven of these companies are allowed to import periodicals and newspapers and are authorized to import digital publications, e-books, and electronic or database information services. With branch offices in six key cities in China, including Shanghai, Xi’an, and Guangzhou, to distribute books, magazines, and newspapers rapidly throughout the country, the CNPIEC still represents the single largest agency. This company employs more than 2,400 people worldwide and had an estimated annual sales volume of over US$500 million in 2014. It has obtained an exclusive license to import newspapers, allowing it to maintain an office in New Jersey and thus make timely airfreight shipments. The CNPIEC also has offices in London, Frankfurt, Moscow, Tokyo, and Singapore. The latter is an important location since, as previously stated, the top 10 international publishers with sales offices in Beijing also have their book order fulfillment subsidiaries in Singapore. The CNPIEC creates catalogues by subject area and class of trade—both in print and digital format—for distribution to retail bookstores, libraries, and institutions. Direct ordering via electronic data interchange is enabled in these catalogues through the use of bar codes.
The majority of the import business is processed by the top eight accounts, based in Beijing and Shanghai. With enough staff to focus on a broad range of titles from the Western world, the companies are especially qualified to relate to and serve Canadian publishers.
Most of these organizations import a wide range of books, with the exception of three whose specializations are indicated in their company names. It is important to note that books from Hong Kong, Taiwan, or Macao are considered imports, although the sales agent or representative may be based in these three locations. A mainland Chinese person living in Beijing must apply for a travel visa to visit Hong Kong.
12/06/2016 | Export, Market Guides