Staggering numbers and unusual circumstances are converging to create a bubbling segment: 370 million children under the age of 18, a two-child policy predicted to add at least three million babies annually, and around 580 publishing companies jumping onto the children’s book bandwagon. Additionally, China’s fast-growing middle class—covering 70% of its urban population or roughly 200 million people based on a McKinsey survey—is exerting its market influence by becoming more demanding, discerning, sophisticated, and vocal.Less statistical but nonetheless critical is the growing awareness—and impetus—among Chinese parents, teachers and policymakers to get children to read more, and to read for leisure as opposed to reading in order to pass their examinations. In fact, China’s 2020 education reform policy is pressurizing schools, teachers and parents to seek more reading, learning, and teaching materials to meet reform objectives, which are to reduce homework and standardized exams and move towards an employment-oriented education system. This has created new opportunities for direct imports, co-publishing deals, bilingual editions, and translations.
The children’s print book market is on course for an 11.7% increase to a full year value of £394m this year if sales continue at the same pace – making 2016 the biggest year for children’s books for the third year in a row.
