Three Measures to Promote “Going-Out”

The going out of Chinese books is the major policy of the nation, and Phoenix Media attaches importance to it. In 2006, when the external promotion plan of Chinese books is implemented, Phoenix Media has promoted the international strategy as one of the top six strategies of the group to fully push forward the “Going-Out” of cultural products. In 2012, the copyright export of Chinese textbooks for Africa by Phoenix Media achieved the great-leap-forward development. The cooperative projects with foreign publishing houses are developed toward the direction of a number of cooperation and capital operation from the simple copyright export, and it achieved the breakthrough development. Total of copyright export from Phoenix Media is 176 kinds in 2012, including 121 kinds of books for non-Chinese areas. In 202, the company was recognized as “the 2011-2012 National Cultural Export Key Enterprise” jointly by Ministry of Commerce, Ministry of Culture, the State Administration of Radio Film and Television, the General Administration of Press and Publication, etc. In the second half year of 2012, assessment result of “External Promotion Plan of Chinese Books” project is disclosed. In the assessment, five projects of three publishing houses subordinate to Phoenix Media managed to be selected.

In 2012, with much effort, Phoenix Media completed the established quantitive export copyright to countries not speaking Chinese. Following experience is summarized: published a number of important products and played a leading role; formed a professional and hard-working team; developed a rather steady export channel; meticulously prepared the specified books; each publishing houses shared the resources of copyright export and the completion indicators of export task.

In 2013, Phoenix Media fully recognizes that, copyright export, especially the copyright export to non-Chinese countries, is an important symbol of production depth in Phoenix Media’s content and the important symbol that Phoenix Media keeps its first place in nationwide and ranks among first-class international publishing and media enterprises. In addition, it is also the most important composition of publishing internalization strategy, as well as the essential means to keep the domestic first-level publishing quantity. To be bold in innovation and lay a solid foundation for achieving the 10% progressive increase in indicator of each year, it is more important to enhance the internationalization level of Phoenix Publishing Media.

In 2013, Phoenix Media proposes to mainly carry out three measures, striving to achieve a new breakthrough in “Going-Out” of cultural products.

I. Endeavor to create key “Going-Out” books, providing raw materials for “Going-Out”.

Symbols of Jiangsu series. Jiangsu has a long history, so does its culture. Its cultural relics vary with unique features, deep details and sincere value. Symbols of Jiangsu selects the most representative and the most significant cultural resources with Jiangsu features. With the excellent pictures and texts, vivid and variable forms, it shows the history and realistic connotation of Jiangsu culture, and also represents the humanity resources and cultural influence of Jiangsu. It helps readers at home and abroad comprehensively to appreciate the scene and verve of Jiangsu culture, and deepens the perception over soul of Chinese culture. The target readers are the domestic readers wishing to understand Jiangsu features and traditional culture, foreigners interested in Chinese culture and most teenagers in Chinese circles at home and abroad. The series consist 12 volumes. Currently, six of them have been published. Major tasks in 2013 are: carry out the English and Korean of the six books published and export in foreign language of the exported copyright projects; at the same time, initiatively recommend it to other countries in Europe and America; initiatively prepare for the subscription and edit/ publishing of six books for the second volume.

Chinese Nation. This book uses its excellent pictures and texts to show the living, habitual custom and traditional features of each Chinese nation from all aspects. Also, it introduces the integration and connection for fifty thousand in each Chinese nation. The horizon is broad and the influence flows from the past to today. The book is the state “12th five-year plan” publishing project mainly designed for “Going-Out”, and receives support from the “National Publishing Fund”. It is jointly developed and published by publishing houses in the United Kingdom and Yilin Press.

China in Museum (tentatively titled). The book is published in cooperation among Chinese Museum Association, London Press and Yilin Press. It mainly introduces the precious properties of China to overseas readers. It is planned to directly publish the English version, with fifty books in total to be published in batches. For the first batch, it is proposed to publish 10 15 museums, including Sanxing Pile, Dunhuang Grottoes, Longmen Grottoes, Jingzhou Museum and part of the museums jointly established by the central and local governments. Each book of the series selects one museum as the topic. It reflects the centuries-old history of China and its splendid civilization by the cultural relics and characteristic collections of the museum, emphasizing the protection for cultural relics by China and highlighting local cultural features.

Weekend Chat with Milan series. The series consist of five volumes. Each volume has 60,000 words and is fitted with 200 excellent pictures. Tentative names of each fascicule are: Flying Dandelion, How Many Stars Are Twinkling, Reading of Moonlight, Violin with Two Strings and Butterfly in Dream Is Saying. The book focuses on describing children’s development under the global village, highlights the attention to children’s development under international perspective. It uses the tone for heart-to-heart talks and conversation, the original literary stories and the excellent pictures provided by the writer to make the communications and integration between Chinese culture and western culture. The writer, Cheng Wei, is a well-know writer in China. Literary standard in his works is rather high; the residence life in Europe for many years and the same perspective as to be a mother...all these will provide the uniqueness for contents of Weekend Chat with Milan Chinese Children in Global Village.

The World of Yu Bao. This book is a voluminous children novel dedicated by Miss. Huang Beijia, following the Narcissus Ball of Ai Wan and after her years of settling. The 11-year-old boy, Yu Bao goes on an “Angle Street” with much dirt and dust located at the binding sites in urban and rural areas each day. He passes numbers of small stores where nonnative makes a living, wades across the grim rain water reaching his waist and bypasses the large refuse dump in the city. He is panicky to find a place for putting his desk, anxious to look for his lost father and cares about helping his laborious mother, as well as happy for the pleasure of his sisters, Yu Xiang and Yu Duo... the world of Yu Bao is full of hardships, but it is not poverty-stricken, lonely or shady. This is because he stays with his family and is sincerely accompanied with his partners such as Meng Xiaowei, Luo Tianyu, etc.

This is a voluminous novel directly facing current realities. The author deeply cares abut the development state of the children in families not belonging to the urban city, directly faces with the loneliness, hardships, horror, puzzle, disaster even death which is too early encountered by them at an early age. After completing first draft of the piece, the author once asked teachers and students from many primary schools and parents of the children to read it. To a certain extent, this is a qualified piece “jointly created” by the well-known author and young readers.

River Civilization Series. General Editor of the series is the well-known scholar and historical geography expert Mr. Ge Jianxiong. We choose the eight rivers of the Yangtze River, the Yellow River, the Huaihe River, the Weihe River, the Hanshui River, the Xiangjiang River, the Xin’anjiang River and the Qingjiang River. With soul of the rivers to be the breakthrough point, it reflects the close relation between rivers and the nation / culture. Each book is attached with pictures for big rivers which provide a vivid geographical location of the rivers in China. The pictures are meticulously selected and interact with the words. They play a supporting role.

Chinese Map series. Maybe you read many books, but fail to travel a lot. Then open this book. The book collects historical sites, humanity geography and the travel notes written by some well-known authors, and is fitted with scenery pictures, maps, etc. The exquisite poems in ancient and modern times collected in this book are all arranged for with the unit to be geographic zones and cultural regions and the support point to be cities. The contact joint among Chinese and the geography and history is unintentionally competed when readers receive the reading enjoyment.

The 111-year-old Health Guru series. The writer, Zheng Ji, is the first-level national professor, tutor of a PH. D. student in Nanjing University and founder of Chinese biochemistry, nutrition and anti-aging. For several essential factors people believe to be maintained for long life the special environment, gene and food, Professor Zheng Ji possesses none, however, he lives for 110 years with dignity and respect. He becomes the super centenarian. The series record the research achievement and health-care experience of Professor Zheng Ji. It fully shows that “the best doctor is the health care” and “the best health care is the habit”.

II. Develop the export-oriented business talents, get through the external export channels and achieve resources share

Phoenix Media is dedicated to developing numbers of international publishing talents to earnestly promote international competitiveness, communicability and influence of the company. Each publishing unit subordinate to Phoenix Media all has copyright managers fluent in foreign languages and copyright law works. They are responsible for copyright export businesses with the position specially designed for each of them. The copyright managers of each publishing house shape into a team. They assist in each other, get through the channel and share the platform to try each effort to achieving the increase with years of copyright export. The company also sends cadre regarding important publishing, release, management, etc. to Publishing Department of Pace University in the United States in batches for advanced study and training to train the comprehensive export-oriented talents, understand current situation of foreign publishing industry and reading needs of overseas readers, as well as realize the integration with the global.

Phoenix Media integrates with the resources with great effort, centrally compiles targeted and continuously updated copyright export books and initiatively promotes them. For building a professional team of copyright export, in 2013, in addition to the specialization of the group participating in international copyright export book fairs such as the London Book Fair and Frankfurt Book Fair, etc., the company will send two professional visiting groups to Korea and Vietnam in the first half year. The group will visit the most important publishing houses and key cooperative units there to strive to get through new channels on the original export basis. This will lay a foundation for finishing the export target of 2013. At the same time, on the premise that copyright export quantity increase is ensured, the company will establish key export projects to continuously improve the quality of export products and strive to broaden main stream channels of foreign publishing.

III. Further expand foreign exchanges and promote culture export

Phoenix Media constantly attaches great importance to international exchanges and cooperation. For international strategy, Phoenix Media will build the external cooperation as an important project for the “Going-Out” strategy of Chinese books to earnestly promote international competitiveness, communicability and influence of the Phoenix Media. It consists in measures such as full expansion of external cooperative projects plan, external copyright export, external copyright import, promotion and maintenance of key series, direct export of Chinese books, exhibition and planning of promotion, digital copyright and network construction, promotion of private companies and branches, contact with external parties and information collection, operating marketing services, etc. The company will also enlarge the capital investment for striving to achieve that the quantity of copyright export increases with 5% - 10%. At the same time, with strengthening copyright trade center construction and digital publishing center, we will establish an interactive digital book marketing business and expand overseas marketing of electronic books. Further enlarge the export of physical products, trying to enable the export-oriented publishing to account for 15% - 20% in book publishing and marketing of Phoenix Media and become the important support in publishing transformation and upgrade.

In 2013, Phoenix Media will take a big step toward fully developing international strategic partnership, realizing digital development, etc, and will strive to be the growth highlight of “Going-Out” in Chinese books.