2012 China Publishing Group Go Out to Deep Develop the New Overseas Market

2012 China Publishing Group Go Out to Deep Develop the New Overseas Market

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来源：《China Book International》2013年第01期

        Many publishing groups consider 2012 as a critical year of connecting link between the preceding and the following, and most layouts and planning of the “12th Five-Year Plan” have stepped into the stage of practical operation in this year. Based on the foundation and track of 2011, all work of each group has been advanced orderly, and expansion and innovation became the main theme: Work more closely to promote the combination with development of major industries, team building, and resources gathering in the operation of major projects and theme publishing. Learn to walk with several legs in the exploration of digital publishing. Try vertical and horizontal competition in “Going Out”. Choose the path of “new business” by relying on the content in terms of diversified development. New initiatives frequently turn up with respect to internal management. Collaborate more with outside ventures in joint reorganization…The more important change is that publishing groups are more confident, more courageous and strategic, which is considered as another achievement of reform.

        Go Out to Cultivate New Overseas Market

        After going through Copyright Year of 2009, Channel Year of 2010 and Policy Year of 2011, General Administration of Press and Publication established 2012 as the Layout Year of news publishing industry’s “Going Out”, which was the first time to make comprehensive layout for news-publishing industry’s “Going Out” from the national level.

        The publisher with publishing group as its main force was inspired by this and engaged its energy and drive, as well as creative ability to plan the structure. In addition to intensively cultivate with the “going out” of traditional publishing, publishers are increasingly trying to cooperate with foreign organizations in the fields such as digital publishing, education, printing and art business. Differing from the previous situation that each does things in his own way and struggle with single hand, publishers began to search for partners to form a “combined fleet” to go out to sea together.

        Some overseas branches are not only limited to the traditional publishing fields, but present the situation of multicultural dissemination this year. China Publishing Group actively searches local publishers for investment holdings in America, South Asia, and South Africa based on its 29 original branches. Guangxi Publication Media Group is expanding its packaging and printing business to Vietnam, with the purpose of “building a printing and packaging plant and a production line for industrial paper, thereby owning an operational entity of cultural industry in the Association of Southeast Asian Nations (ASEAN)”. In the extension of education chain, China Publishing Group began to step into the field of foreign education this year, to promote international cooperation in running schools, and to establish overseas training base for international talent needed on demand for publishing industry of China. The group company signed memorandum of strategic cooperation with Aurora Publishing LLC and Nottingham Business School in Britain in May, with international cooperation in running schools as the entry point to attempt the internationalized strategy, which was the first time for China’s publishing industry to advance into the overseas education industry. Zhejiang Publishing United Group began to try to write textbooks of Comprehensive Science and Mathematics for overseas primary and secondary schools to adopt, and to explore the overseas extension of the textbooks of the primary and secondary schools actively. It is known that the first fifty thousand sets of Science textbooks for middle schools are for the full-time Middle Schools with Chinese in Malaysia. In addition, the Chinese Hong Kong version of Mathematics textbooks for middle school that are still writing at present will also be put on the overseas market. A Strategic Cooperation Frame Agreement based on conspiracy and win-win with lengthways and landscape orientation collaboration was signed between China Writers Publishing Group and China International Press Group Limited in this May, in order to play their respective advantages, and to introduce more and more excellent writers and works to overseas. A Strategic Cooperation Agreement was formally signed between Changjiang Publishing & Media Co. LTD and Southern Publishing and Media Company Limited in August. The two sides will cooperate in textbooks and supplementary books, digital publishing, issuing alliance, printing cooperation, and the promotion of “going out”, establish long-term strategic cooperation in the form of project cooperation, mutual benefit, and irregular visit, and then achieve win-win cooperation. A Letter of Intent was signed between People’s Education Press of China Education Publishing Group and Kunming Xinzhi Group in September in order to explore the international market of Southeast Asia and South Asia. Although we cannot ignore the reality that we are still in the primary stage of “going out”, the new look reveals the confidence and courage of Chinese publishers for “going out”.

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