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China Books & Literature

Why Chinese Publishers Are Boycotting the 618 Shopping Festival

Bookworms love to get a good deal on books, but when the deals are too good, it can actually harm the publishing industry.

Ruixin Zhang

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JD.com’s 618 shopping festival is driving down book prices to such an extent that it has prompted a boycott by Chinese publishers, who are concerned about the financial sustainability of their industry.

When June begins, promotional campaigns for China’s 618 Online Shopping Festival suddenly appear everywhere—it’s hard to ignore.

The 618 Festival is a product of China’s booming e-commerce culture. Taking place annually on June 18th, it is China’s largest mid-year shopping carnival. While Alibaba’s “Singles’ Day” shopping festival has been taking place on November 11th since 2009, the 618 Festival was launched by another Chinese e-commerce giant, JD.com (京东), to celebrate the company’s anniversary, boost its sales, and increase its brand value.

By now, other e-commerce platforms such as Taobao and Pinduoduo have joined the 618 Festival, and it has turned into another major nationwide shopping spree event.

For many book lovers in China, 618 has become the perfect opportunity to stock up on books. In previous years, e-commerce platforms like JD.com and Dangdang (当当) would roll out tempting offers during the festival, such as “300 RMB ($41) off for every 500 RMB ($69) spent” or “50 RMB ($7) off for every 100 RMB ($13.8) spent.”

Starting in May, about a month before 618, the largest bookworm community group on the Douban platform, nicknamed “Buying Like Landsliding, Reading Like Silk Spinning” (买书如山倒,看书如抽丝), would start buzzing with activity, discussing book sales, comparing shopping lists, or sharing views about different issues.

Social media users share lists of which books to buy during the 618 shopping festivities.

This year, however, the mood within the group was different. Many members posted that before the 618 season began, books from various publishers were suddenly taken down from e-commerce platforms, disappearing from their online shopping carts. This unusual occurrence sparked discussions among book lovers, with speculations arising about a potential conflict between Chinese publishers and e-commerce platforms.

A joint statement posted in May provided clarity. According to Chinese media outlet The Paper (@澎湃新闻), eight publishers in Beijing and the Shanghai Publishing and Distribution Association, which represent 46 publishing units in Shanghai, issued a statement indicating they refuse to participate in this year’s 618 promotional campaign as proposed by JD.com.

The collective industry boycott has a clear motivation: during JD’s 618 promotional campaign, which offers all books at steep discounts (e.g., 60-70% off) for eight days, publishers lose money on each book sold. Meanwhile, JD.com continues to profit by forcing publishers to sell books at significantly reduced prices (e.g., 80% off). For many publishers, it is simply not sustainable to sell books at 20% of the original price.

One person who has openly spoken out against JD.com’s practices is Shen Haobo (沈浩波), founder and CEO of Chinese book publisher Motie Group (磨铁集团). Shen shared a post on WeChat Moments on May 31st, stating that Motie has completely stopped shipping to JD.com as it opposes the company’s low-price promotions. Shen said it felt like JD.com is “repeatedly rubbing our faces into the ground.”

Nevertheless, many netizens expressed confusion over the situation. Under the hashtag topic “Multiple Publishers Are Boycotting the 618 Book Promotions” (#多家出版社抵制618图书大促#), people complained about the relatively high cost of physical books.

With a single legitimate copy often costing 50-60 RMB ($7-$8.3), and children’s books often costing much more, many Chinese readers can only afford to buy books during big sales. They question the justification for these rising prices, as books used to be much more affordable.

Book blogger TaoLangGe (@陶朗歌) argues that for ordinary readers in China, the removal of discounted books is not good news. As consumers, most people are not concerned with the “life and death of the publishing industry” and naturally prefer cheaper books.

However, industry insiders argue that a “price war” on books may not truly benefit buyers in the end, as it is actually driving up the prices as a forced response to the frequent discount promotions by e-commerce platforms.

China News (@中国新闻网) interviewed publisher San Shi (三石), who noted that people’s expectations of book prices can be easily influenced by promotional activities, leading to a subconscious belief that purchasing books at such low prices is normal. Publishers, therefore, feel compelled to reduce costs and adopt price competition to attract buyers. However, the space for cost reduction in paper and printing is limited.

Eventually, this pressure could affect the quality and layout of books, including their binding, design, and editing. In the long run, if a vicious cycle develops, it would be detrimental to the production and publication of high-quality books, ultimately disappointing book lovers who will struggle to find the books they want, in the format they prefer.

This debate temporarily resolved with JD.com’s compromise. According to The Paper, JD.com has started to abandon its previous strategy of offering extreme discounts across all book categories. Publishers now have a certain degree of autonomy, able to decide the types of books and discount rates for platform promotions.

While most previously delisted books have returned for sale, JD.com’s silence on their official social media channels leaves people worried about the future of China’s publishing industry in an era dominated by e-commerce platforms, especially at a time when online shops and livestreamers keep competing over who has the best book deals, hyping up promotional campaigns like ‘9.9 RMB ($1.4) per book with free shipping’ to ‘1 RMB ($0.15) books.’

This year’s developments surrounding the publishing industry and 618 has led to some discussions that have created more awareness among Chinese consumers about the true price of books. “I was planning to bulk buy books this year,” one commenter wrote: “But then I looked at my bookshelf and saw that some of last year’s books haven’t even been unwrapped yet.”

Another commenter wrote: “Although I’m just an ordinary reader, I still feel very sad about this situation. It’s reasonable to say that lower prices are good for readers, but what I see is an unfavorable outlook for publishers and the book market. If this continues, no one will want to work in this industry, and for readers who do not like e-books and only prefer physical books, this is definitely not a good thing at all!”

By Ruixin Zhang, edited with further input by Manya Koetse

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©2024 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Ruixin is a Leiden University graduate, specializing in China and Tibetan Studies. As a cultural researcher familiar with both sides of the 'firewall', she enjoys explaining the complexities of the Chinese internet to others.

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China Books & Literature

The Many Books Lost in the China Floods: Catastrophic Flooding Hits Zhuozhou’s Publishing Industry

After Typhoon Doksuri, some major warehouses in Zhuozhou have seen their depots transform into a sea of floating books.

Manya Koetse

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Dozens of prominent Chinese publishing companies and book warehouses based in Hebei’s Zhuozhou, a major hub for the publishing industry, have witnessed their book depots destroyed as water levels surged as high as the second floor. Distribution will be at a standstill for at least 15 days.

Zhuozhou (涿州) is a county-level city in Baoding, Hebei Province, known as a major hub for the Chinese publishing industry. It is one of the areas that has been badly affected by the heavy rainfall and flash floodings China has seen this week, after Typhoon Doksuri moved from the Philippines to Taiwan toward Beijing and surrounding regions in mainland China.

In Zhuozhou, dozens of publishing warehouses were affected by floods and water damage due to the storm, resulting in losses amounting to hundreds of millions of yuan. Zhuozhou’s print media industry is closely linked with the center of China’s publishing industry in Beijing, just 25 miles away.

Some warehouses, such as that of Beijing China Media Times, are as large as 8000 square meters, housing over three million books. According to Sina News, one area that housed around 200 publishing companies was almost entirely flooded.

A Weibo post by the Hong Kong Ta Kung Wen Wei Media Group (HKTKWW, @大公文匯網) showed the status quo at some warehouses, which had changed into a sea of books.

Posted on Weibo by HKTKWW, @大公文匯網, the situation at the Beijing China Media Times book warehouse in Zhuozhou.

Posted on Weibo by HKTKWW, @大公文匯網, the situation at the Beijing China Media Times book warehouse in Zhuozhou.

Publisher Books China (中图网), known as an industry “outlet store” for selling discounted and out-of-print books, also saw its central Zhuozhou warehouse completely flooded.

Around 100 of their staff members remained trapped at the office on Tuesday night without any food, drinks, or blankets, while water levels continued to rise. An additional cause for concern was the strong odor emanating from a nearby adhesive tape factory. Some employees suspected that toxic gases might have leaked, leading to several of them feeling unwell and vomiting after exposure.

According to China News (@中国新闻网), all employees were safely evacuated on Wednesday.

Photo posted on Weibo by China News (@中国新闻网), showing how the Books China (中图网) major warehouse was severely impacted by the recent floods, with water levels rising up to the second floor.

In an interview with Chinese newspaper Southern Weekend (南方周末), Beijing China Media Times CEO Ran Zijian (冉子健) revealed that his company had not received any advance warning about the heavy rains and the possibility of flooding, despite the area being prone to floods due to its low-lying terrains. All of the company’s 3.6 million books are now submerged underwater.

Photos provided to Southern Weekend, Weibo.

The water levels rose so rapidly on Tuesday that there was hardly any time to rescue the books, making the evacuation of staff members the first priority. Bookseller Zou Bin (邹斌) told Southern Weekend that he saw the water levels rising so fast in his 5,000 square meter warehouse that he basically witnessed “25 million yuan [$3.5 million] disappear in an hour, powerless to do anything about it.”

According to several Chinese news outlets, the distribution and dispatching of books will be impossible for numerous publishing houses based in Zhuozhou for at least the next 15 days. As the local book industry continues to assess the damages, it remains uncertain how severely the companies have been affected at this stage. For some, it feels like they are starting from scratch all over again.

But most netizens emphasize that it’s more important that employees are safe, as people’s lives are more important than paper books. “Who cares about dispatching books at this time?” some commenters wonder, while others express grief about all the books lost, saying, “It’s just such a pity.”

By Manya Koetse 

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China Books & Literature

Why Is Kindle Leaving China?

Many netizens are not happy over Kindle exiting the Chinese market: “We never know when the online services we use suddenly stop working.”

Manya Koetse

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Amazon announced on Thursday that it has stopped supplying retailers in China with its Kindle e-readers and that it will discontinue its Kindle e-bookstore in the Chinese market on June 30, 2023.

Amazon announced its Kindle exit in a statement on its official WeChat account, saying it was because of a shift in the strategic focus of its company’s operations.

For Chinese customers who have purchased e-books through Kindle, they will be able to continue downloading them until June 30 of 2024. Customers who would rather return the Kindle devices they bought in 2022 can get a refund.

On Weibo, the hashtags “Kindle Will Be Discontinued in China Next Year” (#Kindle中国明年停止电子书运营#) and “Why Wasn’t Kindle Able to Make It in China?” (#为什么Kindle在中国活不下去#) were hot topics on Thursday and Friday.

Some commenters said they were upset about Kindle being discontinued in China: “Why why why!! I really like Kindle and their e-bookstore, I check for interesting and new books on sale on a weekly basis. Which e-reader and e-bookstore are suitable substitutes?”

“Zhangyue, Hisense, Huawei, Onyx Boox, Tencent, Readmoo,.. there are actually a lot of brands,” one person responded, but some others said they still preferred Kindle.

“What do I do with my Kindle now? Just use it to cover my noodles?”

In 2021, Amazon’s Kindle was among the most popular e-book brands in China. Besides Amazon’s Kindle, China’s most popular e-reader brands include Onyx Boox, iFlytech, Zhangyue, Xiaomi, Hanvon, Tencent, Boyue, Obook, and Sony (see list).

Some commenters wrote that they understand that companies such as Amazon have to make some tough choices after facing pandemic-related setbacks in China, while there were also many netizens who blamed Kindle’s China exit on Chinese consumers illegally downloading pirated books instead of buying them at the Kindle store.

Others said that Kindle e-bookstore prices were often about the same as paper book prices, making the latter more appealing to people who like to read, especially if they also like to make notes in their books. In other words, they say the Kindle e-bookstore is simply too expensive for the Chinese market, where consumers can find many other options, both paper and digital ones.

“It’s not so complicated,” one Weibo user wrote: “It’s all because of market competition reasons. Kindle is facing the impact of Tencent’s influence on the e-reading market.”

Some people are really disappointed that the books they have bought through Kindle will become unavailable to them, and some wondered if this was legal with regards to consumer rights.

One popular economic blogger wrote: “Kindle has now withdrawn [from China]. Many years ago, when different kinds of online storage spaces starting closing down, I learned one thing: never fully trust internet storage services. Your study material, the things you wrote, your video records, you need to back them up. We never know when the online services we use suddenly stop working.”

By Manya Koetse

Image via Weibo

Featured images by Weibo blogger @钟文泽.

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