For Supplementary Issue UsePresident’s Speech of the Press

Jiangsu Phoenix Science press Co., Ltd. (Jiangsu Science and Technology Press), founded in 1978, is a National Excellent Press, and National Level Publishing House, which attained a number of national and provincial honorary titles, including “National Top 100 Book Publishing Unit” and “Advanced Collective of the National Press and Publication System”, etc.

The purpose of our Press is to serve the economic construction, serve the progress of science and technology, and serve the civil scientific and cultural qualities. The company has a team of professional personnel with more complete discipline and higher level, which encompasses the Phoenix Medical Branch and sets up ten Publishing Centers, including the Three Rural, Comprehensive Science and Technology, Popularization of Science, Basic Education, Information Research and Development, Project Cooperation, Great Wall, Canals, Digital, Guangdong, etc., and the magazine editorial department of ZHU NIN JIAN KANG (In English it means a magazine named Wish You Healthy.), and sets up editorial department of the fine arts as well. The company established Jiangsu Datai Culture Communication Co., Ltd., with its full investment, and established the joint ventures, including Nanjing Phoenix Xinlian Culture Development Co., Ltd., (Share Holding), Phoenix HanBooks (Beijing) Co., Ltd., (Share Holding), Shanghai Phoenix Yihe Culture Development Co., Ltd., (Share Holding), and Jiangsu Phoenix Youyue Information Technology Co., Ltd. The major publications of our company are the works in the field of the academic monographs of science and technology, the practical science and technology, the social education, the technical training, the common life, the reading materials of the popularization of science, and the textbooks and tutorial materials, etc.

In the course of development for more than 30 years, a total of 900 species (times) of the books of our Press have won various Book Awards and the Binding, Layout & Design Awards at the national and provincial level or above, including National Book Award, Chinese Book Award, China's Publishing Government Award, China's Outstanding Publications Award, National Culture Projects “Five-One” Award by the Ministry of Publicity, and many books of our Press have been chosen by the “Three Excellence” Original Publication Works Project. In recent years, 11 large-scale publishing projects of our Press have been chosen by National Publication Fund Project, Publication Fund Projects for Academic Works of National Science and Technology, News Publication Reform and Development Project Library of the State Press and Publication Administration, and Jiangsu Cultural Industry Capital Guidance Project, and the comprehensive strength and the market competitiveness of which ranks at the forefront of the science and technology Press nationwide. Our Press publishes new books every year, and has nearly 3,000 reprints, the scale of production of which is over 500 million RMB with its operating income amounting to 220 million RMB approximately.

As a large-scale publishing unit with more than 30 years’ development history, Jiangsu Phoenix Science Press Co., Ltd. has a large number of high-quality content resources, which are the basis of the “Out-Going Policy”. Our constant pursuits are to analyze the domestic and international market demand, to choose our Press’s content resources of high-quality, and to introduce Chinese culture to the whole world. For many years, we have carried out the highly effective copyright and trade cooperation with numerous famous publishing houses from the United States, the United Kingdom, Germany, France, Australia, Russia, Japan and other countries and regions, etc. And the Press has played a role of bridge and link for the promotion of cultural exchanges between China and other countries.

In the past two years, our Press has focused on the forefront of the digital publishing, and has continued to explore a more efficient “Out-Going Policy” approach for the culture, and has used the new technology to achieve the innovation of overseas marketing and communication channels, and has carried out a few effective attempts on the feasibility of the “Out-Going Policy”.

We have considered using the traditional advantages of Chinese medicine content resources as the entry point of the expansion of digital publishing. Firstly, we’ve produced the interactive digital publishing application software, named Meridian Points of Acupuncture, whose content aims at introducing the acupuncture meridian points of the traditional Chinese Medicine and the acupoint-acupuncturing methods. The application software is presented in three forms, including the English Version, the Simplified Chinese Version and the Traditional Chinese Version. Only half one year’s sales in the Apple Store APP Store, it had attained a cumulative download performance of nearly one thousand times with a higher pricing about $ 9.99 in the similar programs, and more than 60% of the purchase customers among which were from the European and American areas. And in the field of the overseas spread of traditional Chinese culture, it obtained a better result.

After the success of the first attempt of content resources recompose from the paper books to APP application software, we’ve considered copying and following this sort of mode, and hoped to achieve a more substantial output growth through the large-scale manufacture and operation. Since then, we have successively manufactured and developed 15 interactive digital publishing applications, including Remembrance of the Great Wall, Colorful Literacy for Children, Dermatosis Atlas, Magical Effect of Chinese Herbal Medicine for Family, and Diet Recipes for Kidney Disease Patients, etc., which also achieved better economic and social benefits.

The digitized “Out-Going” product, promoted by our Press, has made an innovation to the “Out-Going” mode of the culture. And we think that the innovative advantages lie in:

1.The Innovation of the “Out-Going” Mode.

The “Out-Going” routes for the traditional publications are mainly the import and export of entity-books, the book copyright trade, the project co-publishing, etc. While the new technology of digital publishing “Out-Going” Mode achieves the global release of content resources through the achievements of the remote downloads and sales of our manufactured English Version, directly facing with the overseas readers, and opening up international sales channels to enter the international mainstream content transmission platform directly. Thereby, enable the China’s cultural resources enter the global markets for sales directly and access to the overseas horizon directly.

2.The Innovation of the Application Approach of the Content.

The “Out-Going” of the digital publishing is to manufacture the digital products applicable to the corresponding terminals, based on the characteristics of the content resources and the positioning of the end-users. A series of products, developed by us, are all of multimedia capabilities, which not only support the content browsing, but also support the full range of applications on audio, video, images, and data retrieval, and part of which even support the handwritten interaction. Compared with the traditional paper-based content, the digital products are more vivid and convenient, which achieves the innovation of the application approach of the content.

3.The Innovation of the Profit Model.

Compared with traditional book copyright trade, although the “Out-Going” Mode of digital publishing is in need of investments on the previous translation and production stage, it can allow the final product – books application software to be exposed to the overseas readers directly with a significant Profit earning effect. This not only breaks through the copyright output barriers, but also makes the yield rate and speed far greater than the output of traditional copyright.

In the future work, our Press would actively takes advantage of the digital publishing methods to develop more products of high-quality, and not only let Chinese culture “go out” the gate of our country, but also “enter” the innumerable homes overseas, by combining the “Out-Going” strategic model of the national culture of innovation.