时间：2022-09-21 11:35:12
Reporter: What are characteristics and achievements of your company in the aspect of ‘Going-out’ in recent years?
Wang: The company adhered to the ‘Going-out’ as an important development strategy, devoted itself to carrying forward wonderful Chinese culture, actively expanded overseas market, enhanced exchange and cooperation with overseas publishing industry, enhanced the international influence of the company, accelerated the Going-out pace of books of Cantonese copyrights, and built a set of long-term mechanism to implement ‘Going-out’ by innovating publishing model, strengthening incentive measures, cultivating professional team, building the information platform and taking other measures, obvious effectiveness were received through years of exploitation and accumulation. The Company was awarded with “Key Enterprise of National Cultural Export" by five ministries, namely the Ministry of Commerce, General Administration of Press and Publication and others for six consecutive years from 2007 to 2012.
It can be concluded that we have formed distinct characteristics and achieved satisfactory results in the aspect of ‘Going-out’.
I. Copyright Exporting
On the basis of Copyright Exporting Progress Award of 2010 “China Books International Plan”, the contracted projects with exporting foreign copyrights hit 170 categories in total, realizing the increase of 70% over the previous year and breaking historically new height. The proportion between with the importing and introduction of project hit 2.8:1, reaching copyright trade surplus for consecutive years. Exported countries include the United States, Canada, United Kingdom, Germany, Italy, South Korea, Vietnam, etc, and outputted projects of books in major countries in Europe and the United States accounted for 52%, better reflecting that the company committed themselves to expanding development strategy and idea of ‘Going-out’ on Western mainstream publishing markets.
II. Cooperated with International Publishing Houses
The company stressed ‘Going-out’ from simple products and developing the ‘Going-out’ of the brand, asset and market in the process of expanding the international publishing partners.
In 2012, South Publishing & Media Group signed a strategic cooperation agreement with Donau International Publishing Group from Hungary, and agreed on conducting deeper cooperation from the copyright trade, book project investment, equity investment. etc, becoming the first publishing group to carry out all-round strategic cooperation with the publishing agency from Hungary; The Company signed cooperation agreements relating to the Grape Wine magazine, Joyful Puzzle TV Channel and other specific projects with Red Shrimp Holdings Limited, the strategic partner in Italy; Continued to deepen cooperation with Sino United Publishing (Holding) Limited from Hong Kong, advanced he setup of a joint venture company in Guangzhou from the level of the joint--stock company with Wanli Publishing Agency and Guangdong Science and Technology Publishing House as early as possible, conducted business cooperation in manner of special exhibitions of books, special shelf of books, visit, exchange and others with bookstores in North America of Sino Publishing (Holding ) Limited, Both Parties chose appropriate opportunities to restructure overseas markets and took joint venture to build a bookstore; Meanwhile, The Company also established cooperative relations with CLASS EDITORI Publishing & Media Group from Italy, Springer-Verlag from Germany, Publish On Demand Global from the United States and other large number of foreign professional publishing houses. Guangdong People's Publishing House and Guangdong Education Publishing House, affiliated companies of South Publishing & Media signed strategic cooperation agreements with Genius Education Co., Ltd and Huangmei Press from South Korea.
III. Exporting of Digital Publishing Products
Digital Publishing Company, the subordinated company of this Company, carried out the commercial operation of network service of educational resources, electronic books, digital television, animation and new media by relying advantages of traditional paper-based publication of publishers, achieving extraordinary results in books electronic copyrights exporting. The Company’s books digital copyrights in 2012 doubled with the increase in exporting channels based on the exporting of 100 books digital copyrights in 2011, they signed books digital rights sales agreements on 100 categories of Cantonese copyrights with Ingentaconnect from the United Kingdom, realizing overseas launch of contents of books; The Company signed over 2000 categories of books sales contracts of full library with Amazon, and the first batch of 268 categories are in the process of uploading, realizing 10 copyrights of the five categories of e-books sales with the Apple Store. And they also built business contacts of digital publishing with a number of overseas publishing houses like Science & Technology Publishing Company from the United Kingdom, Publish on Demand Global from the United States and Science & Technology Company from India.
IV. Exporting of Material Products
The company gave full play to their own geopolitical advantage, radiating exporting business of cultural products to the Southeast Asia, Northeast Asia, the United States, Canada and other regions of the world by making use of Hong Kong. The Company participated in Hong Kong International Books Fair for several consecutive years, making it be an important platform to promote cultural exchange and cooperation between Chinese culture and cultures from Guangdong and Hong Kong. The booth area of the media and exhibition sales of South Publishing Group ranked the top among domestic counterparts on Hong Kong Books Fair for several years, accounting for half area of national simplified Chinese trademark books sales. In 2012, The Company organized a total of 1200 kinds of books to participate in Hong Kong Book Fair, achieving the total sales of 1.22 million Yuan and great success.
The overseas books sales of foreign languages bookstores and other subordinated companies provided with rights to import and export were outstanding, the export sales net income of publications (including books, newspapers, audio and video electronic products) hit $ 500,000, and exported books, magazines, etc exceeded 200,000 books in total.
Juveniles’ Digest, the magazine affiliating to this company, was successfully exported to lots of countries in Southeast Asia in recent years by relying on mature overseas distribution channels, its fixed circulation hit about 10,000 per phase just in Singapore, wining the circulation championship of imported Chinese journals in Singapore.
Reporter: Could you tell some ideas and measures in the aspect of ‘Going-out’ in 2013?
Wang: The company had been determining the ‘Going-out’ as one of important goals of the reform and strategic development planning, conscientiously implemented requirements of Central Propaganda Department and General Administration of Press and Publication on the ‘Going-out’ and deployment of CPC Guangdong Provincial Committee and Guangdong Provincial Government regarding development of export-oriented economy, continued to enhance the consciousness of innovation, emphasized comprehensive layout on the ‘Going-out’ strategy planning, focused on trapezoidal advancement in the service, and sought key breakthroughs in actual operation. Under the highlighting emphasis of this company's leadership, publishing organizations were also fully aware that the ‘Going-out’ could be an effective way to enhance the core competitiveness of the enterprise, the implementation of the ‘Going-out’ strategy of the publishing industry was not only the demand of national interests but also the need of enterprise’s own development. Currently, foreign copyright trade personnel in publishing houses are provided with the quality of skilled foreign languages, and they serve outstandingly in operations of trademark trading.
Our overall idea of ‘Going-out’ operation in 2013 is as follows: Make use of books fair, thoroughly grasp the policy, seize opportunities to merge and acquire, deepen the cooperation; and build comprehensive, three-dimensional, multi-layered ‘Going-out’ strategy pattern. The following aspects are mainly reflected:
I. Make Cultural Industry Base, Build industrial System of ‘Going-out’
The Company established the strategy of ‘Going-out’ with ‘Keeping the Foothold in Guangdong, Relying on Hong Kong and Macao, Providing National Service, Radiating Overseas’, the following is the path of Hong Kong and Taiwan Chinese Area in Southeast Asia, International Chinese Circle Western Mainstream Market ", and actively build the content production base, products export base and printing logistics base of ‘Going-out’ culture, striving to become the bridge and link for China to implement the ‘Going-out’ strategy.
The Company conducted deep-seated publishing cooperation on three levels of products, copyright and capitals through a strategic partnership with a number of overseas Chinese media enterprises, jointing developing world-oriented publishing products. The production, research and development base being built will become a hatching base for the ‘Going-out’ of serving national cultural and creative products, forming the virtuous cycle of development trend with ‘Supporting the Creative with the Business and “ Promoting the Research and Development with Trading; Meanwhile, The Company will actively develop potentially huge Chinese education market with Hong Kong as a platform, gradually expand overseas marketing network construction, continuously improve network overseas competitiveness and brand influence, enhance background service level of export sales of content products, enlarge the scale of export sales by combining with online bookstore, expand sales channels, and build export base radiating home and abroad and serving all clients from China with great worldwide influence; The Company will make great efforts to build a books publication, cultural products logistics centers and printing bases radiating in Northeast Asia, Southeast Asia and even across the world, , attract the stationing of best printing companies and national publishing organizations with this core, build domestic publications distribution center, national base of centering plate operation, printing base and comprehensive logistics service base as a whole, providing comprehensively international printing and logistics industrial base of the printing, logistics, warehousing, and processing, packaging, office and supporting
II. Innovate ‘Going-out’ Incentive Mechanism, Clear Responsibilities of Targets of ‘Going-out’ from Organizations
In order to have the ‘Going-out’ bear ample fruits, The Company conducted the innovation on the mechanism, and established incentive mechanism with focusing on the exporting rather than the introduction sine 2005. It is expressly provided in the Guiding Advice on Publication Operations of Common Books and Electronic Audio & Video Publications and implementation rules issued by The Company that the copyright exporting projects to be awarded, ‘Going-out’ to be supported, and books with exported copyright to be subsidized. The Company developed goals and requirements of ‘Going-out’ projects in accordance with actual situation on annual production meetings, and incorporated them into annual performance evaluation system.
The company also specially formulated Administrative Measures for Copyright Trade Personnel, in which the content and requirements of the copyright trade personnel’s business are cleared, the quantitative criteria of the business assessment is set up, the administration on copyright trade person is strengthened, fully mobilizing their enthusiasms, creating a high-quality and professional team, and thereby making sure that policies and planning of the ‘Going-out’ to be implemented are implemented into normal operation of the copyright trade.
III. Expand Operation Mode for Copyright Trade, Focus and Gradually Transfers to ‘Shipbuilding and Offshore Advancement’
The Company emphasized ‘Internationalized Vision, Industrialized Objective and Professionalized Level’ in the implementation process of the ‘Going-out’ strategy, the ‘Going-out’ of the Company has gradually developed into the co-publishing, exporting of finished products, channel sharing, equity cooperation, printing service, copying service as well as the strategical cooperation relations with deeper cooperation with products, copyright and capital levels from single assignment of copyright. The company is taking ‘Shipbuilding and Offshore Advancement’ into consideration when conditions become nature, having the Going-out of their own brand. Specific measures include the establishment of overseas joint venture or wholly foreign-owned publishing house laid a solid foundation for the access to overseas mainstream publishing channels, expansion of overseas market share and enlargement of the influence and the communication power of Chinese culture. Fully exploit potentials and advantages of industrial publishing resources of the Company, build high-quality book products matching with its own products line and acting on international standards, and expand the scale of operation in the international market. The company may go public, merger, purchase other publishers in the meantime under permitted circumstances, stepping into the level of capital operation. Currently, the Company has signed strategic cooperation agreements with a number of publishing houses from Hong Kong, Italy, Hungary, the United Kingdom and other countries or regions, expanding pre-operation the setup of joint venture company.
IV. Build Trading Exchange Platform of Going-out
In 2013, the company will emphasize the utilization of a variety of resources, and build all-round and multi-level ‘Going-out’ platform from the near to the remote and from top to bottom. Firstly, they will make efforts to promote the outgoing of cultural products of the company by making use of platforms opened for international conventions and exhibitions, including active participation in Frankfurt International Book Fair, Overseas Chinese books market, China’s books fairs in Vietnam Cambodia, and other foreign exhibitions as well as Beijing International Books Fair, Hong Kong Books Fair, Shenzhen Culture Expo, Copyright Protection of International Film and Television Animation and Trade Fair locally. Second, actively develop levels of business communications and cultural exchanges visit with cultural institutions and publishing houses across the world, setting up a convenient bridge the communication and connection between overseas. The third is to strengthen the construction and open up the trading platform of e-commerce services for foreign copyright trade to gradually change traditional trading pattern and act on international standards.