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China Chain Store Retailing Books
Chain operation has become a popular term in China's book industry in recent years. Investment entities of different ownership structures, different sizes and different properties have participated in chain operations in the book industry, ever since it emerged nationwide in the 1990s. Chain bookstores have sprung up in many cities throughout the country. In 2002, there were 71,824 book distribution points nationwide. The total number of employees in China’s book distribution industry was 248,595. Xinhua Bookstores, for instance, had a total of 151,510 employees, an increase of 1,672 people over the preceding year. Among the bookstore’s staff members, 85,388 were employed in Xinhua’s retail stores. China is gradually opening its mass media market after becoming a member of the WTO. The easing of restrictions on foreign investment is expected to change the media landscape and give foreign investors a good opportunity to venture into the mainland market. The emergence of chain bookstores has not only brought opportunities for profit to a once-languishing publishing industry in China, but also demonstrated that profound reforms are taking place within the national book distribution system. The latter has, no doubt, led to much foreign investment in this industry. Today, the book distribution industry has entered into market competition where companies in the primary channel and companies in the secondary channel are vying for a share of the economic pie. In recent years, primary channel companies and secondary channel companies have almost-equal market share. Much of the book distribution market has moved from the provincial, city or regional markets to national levels as many book distributors have been granted nationwide distributorship. Some international giants have also entered the arena, such as German media giant, Bertelsmann, which bought 40% of Beijing 21st Century Book Chain Co., Ltd. (21st Century Book Chain), and hence marking the first time a foreigner has ventured into the mainland’s book distribution business.
Table of Contents
Executive SummaryContents Chapter 1 Overview1.1 Book Distribution Channels 1.1.1 Levels of Business 1.1.2 Economic PropertyChapter 2 Current Situation of China Chain Book Stores2.1 Strong Performance of Regional Bookstores 2.2 Large-scale Distributors2.3 Foreign Trade Book Companies 2.4 Publishing Houses2.5 Private and Collective-owned BookstoresChapter 3 Industry Regulatory MechanismsChapter 4 Market Entry Requirements4.1 Entry Requirements for Distribution Sectors4.2 Interim Provisions on the Administration of the Publication Market 4.3 Circular: Control on the Number of Books and Periodicals Secondary Wholesale UnitsChapter 5 Book Publishing Industry5.1 Overview 5.2 Size and Structure of China’s Book Publishing Market5.2.1 Overall Market Size 5.2.2 Overall Market Size & Changing Trends, by Type of Publication5.3 Book Consumption Market5.3.1 Basic Statistics on Book Consumption Market 5.3.2 Consumer Group Structure5.3.3 Analysis of Change in TrendsChapter 6 Book Distribution Market6.1 Overview6.2 China’s Private Bookstores6.3 Size and Structure of China’s Book Distribution Market6.3.1 Overall Market Size and Changing Trends6.3.2 Book Sales, By Category 6.3.3 Book Sales, By Region6.3.4 Book Inventory Chapter 7 Competition in the Book Distribution Industry7.1 Total Number and Distribution of Book Distributors7.2 Book Distributor Ownership Structure7.3 Scale of Operations, Regional Distribution and Industrial Concentration of BookDistributors7.4 Reform and Progress of State-owned Book Distributors7.4.1 Enterprise Management7.4.2 Chain Operations7.4.3 Joint-stock Reforms 7.4.4 Co-operation with Social Capital7.5 Group Management of Book Distribution Industry 7.6 Development of Private Book Distributors7.6.1 Branded Bookstores 7.6.2 Book Chains 7.6.3 Online Bookstores7.6.4 Wholesale Distribution of Books7.7 Development of Foreign-invested Book Distributors7.7.1 Publishers from Taiwan7.7.2 Publishers from Hong Kong 7.8 Liberalization of Distribution Channels Chapter 8 Main Operation Models of Chain Bookstores 8.1 Construction Engineering Book Chain Model 8.2 Shenzhen Book Chain Model8.3 Shanghai Book Chain Model8.4 Sichuan Book Chain Model8.5 Guangdong Book Chain Model8.6 Jiangxi Book Chain Model8.7 Liaoning Book Chain Model8.8 Xinhua Audio-Video Rental-Distribution Co., Ltd. Book Chain Model 8.9 Xi Shu Book Chain ModelChapter 9 Leading Book Distribution Companies 9.1 Xinhua Bookstores System9.1.1 Sichuan Xinhua Bookstore Group 9.1.2 Guangdong Xinhua Distribution Group 9.1.3 Jiangsu Xinhua Distribution Group 9.1.4 Shandong Xinhua Distribution Group9.2 Xi Shu Bookstore 9.3 Shandong Shiji Tianhong Book Co., Ltd.9.4 Dongyu Bookstore 9.5 Dangdang’s Online Bookstore 9.6 BertelsmannChapter 10 Impact of China’s Entry into WTO 10.1 Restrictions on Foreign Investment 10.1.1 Distribution of Books, Newspapers and Magazines10.1.2 Audio-visual Products 10.1.3 Film10.1.4 Import of Books, Newspapers, Magazines and Audio-visual Products10.2 Market Access10.3 Gearing Up for WTO Entry 10.4 Foreign Participation in Publications Distribution10.4.1 Market Opening for Distribution of Publications10.5 Market-oriented Reform of Mainland Media 10.6 ConclusionChapter 11 Economic Benefit Analysis of Book Distribution Sector11.1 Cost Composition11.2 Profits11.2.1 Different Types of Books11.2.2 Different Book Distribution Regions 11.2.3 Business Scale and Quantity of Purchase 11.3 Investment and Capital Financing11.3.1 Main Book Distribution Companies 11.4 Changing Trends in InvestmentChapter 12 Operational Problems12.1 Operational Problems of City-level Bookstores 12.1.1 Merchandise Delivery and Supply 12.1.2 Expansion of Trade Areas12.1.3 Limited Purchasing Capacity 12.1.4 Limited Supply Adjustments and High Risks in Overstocking12.2 Operational Problems of Large-scale Distributors12.3 Operational Problems of Publishing HousesChapter 13 Development Trends13.1 Local Market Development 13.2 Direction of Development 13.2.1 Diversified Book Chain Industry13.2.2 Demutualization13.2.3 Integration of Management CapabilitiesAppendix I – Measures for the Administration of Foreign-Invested Books, Newspapers and Magazines Distribution EnterprisesAppendix II – Selected Chinese Publishers
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