At the end of 2005, Zheng, a famous Chinese children's literature writer, authorized 2 1 century publishing house to publish all his works. The Story of Cpaing is by far the largest original children's literature album in China, including seven series of novels, including Silver Red, Orange Yellow, Blue, Shukebeta, Wolf, Lu Xixi and Cpaing, with a total of 54 books. This is a concentrated display of Zheng's 30-year fairy tale creation achievements, which brings together all his masterpieces. "The Story of General Mobilization of Cpaing" series is independent, coherent and unified, with vivid characters, ups and downs of plot, humorous language, fantastic thoughts between the lines, distinctive theme, rich philosophy and fascinating. Cpaing is Zheng's earliest and most influential original fairy tale character. He is deeply loved by children and widely recognized. The 21st Century Publishing House has comprehensively integrated Zheng's works, and made careful and reasonable planning and design from the content arrangement to the binding form. Taking Pipiru, the most important character in Zheng's fairy tales, as a clue, every book, whether the content is related to Pipiru or not, is guided by Pipiru at the beginning, which strengthens the brand image of Pipiru. This series of books leads 54 books with the unique virtual character Pipiru, which is unprecedented in the publishing history of China. The series of "The Story of Pipiru" adopts the gift-oriented soft cover design, with strong color contrast. The proper distinction and definition of the total title, the title of the series and the title of a single book really makes readers feel refreshed. The display of the scale has a magnificent momentum, which gives readers a strong sense of shock, thus stimulating readers' desire to buy to the maximum extent.
21st Century Publishing House runs through the marketing of "General Story of Pipiru Reading" with the red line, and has carried out large-scale systematic marketing activities for the series of books of "General Story of Pipiru", successfully using various methods such as eye marketing, event marketing, zero-distance marketing, cultural marketing, alternative marketing and in-depth marketing, creating a miracle of market sales, such as:
"Seven Fairy Action" —— At the book ordering meeting in Beijing in early 2006, seven beautiful editors of 2 1 Century Publishing House put on the propaganda ribbon of "The Story of Pipiru" and sent the participants the propaganda materials of "The Story of Pipiru" with a smile. This kind of "eyeball marketing" is still talked about by people in the book industry.
"Cpaing's 25th birthday celebration" —— On February 10, 2006, the birthday celebration was held grandly in jtv 600 square meters studio. Zheng, the "father of Cpaing", visited the site personally and had a close contact with the readers. At the scene, Gao Hongbo, a famous children's literature writer and secretary of the Secretariat of the Chinese Writers Association, delivered a speech. Party Secretary of Chang Ying Group and Chairman of Century City announced that Pipiru and Lu Xixi became the mascots of Century City, and they exchanged gifts with Zheng. This is an excellent event marketing.
He instigated "General Mobilization of Pipiru's Reading: I read, I am happy, I imagine, I write"-21st Century Publishing House invited Zheng to go deep into nearly 200 schools across the country, give more than 200 lectures, get in close contact with more than 300,000 young readers, and sign150,000 books for readers as a souvenir. He encouraged children to read and write more and called on them to return to reading. China Education News published the article "Pipiru: Mobilizing Children to Return to Reading —— Conversation between Zheng and Zhang Qiulin" for the activity of "General Story of Pipiru's Reading", which revealed the profound significance of the marketing activity of "General Story of Pipiru's Reading" initiated by 2 1 Century Publishing House.
Carry out cultural marketing with the marketing slogan of "challenging the limits of imagination"-Zheng said: "Knowledge is like a boat, and imagination is like water. When the knowledge children learn is directly proportional to their imagination, the ship of knowledge can sail against the wind. " Reading The Story of General Cpaing is the best way to enrich and cultivate imagination. The Story of Pipiru we sell is not only a book, but also a strange imagination and cultural power that penetrates life. If marketing is promoted to such a high level, then everything we do will go beyond mere publication and have a deeper and more permanent significance.
April 13 Investigating and Handling Copyright Infringement Cases —— On August/0/2, 2006, CCTV's News Network reported that 2 1 Century Publishing House cooperated with relevant departments to crack down on piracy with the title of "Anti-piracy 100-day Action: Jiangxi cracked more than 400 major books piracy cases". In this report of 1 min. 40 seconds, Zhang Qiulin, president of 2 1 century publishing house, accepted an interview with a CCTV reporter and introduced the situation that our agency actively cooperated with relevant departments to crack down on piracy and safeguard its legitimate rights and interests (pirated books include The Story of General Pipiru). "4 13 copyright infringement case" not only protects the legitimate rights and interests of 2 1 century publishing house, but also is an "alternative marketing" for 2 1 century publishing house.
After the Wenchuan earthquake with the magnitude of 5. 12 in Sichuan, just as the last series of "The Long Story of Pipiru" was published, our agency and Zheng immediately decided to use the first edition of "The Long Story of Pipiru"180,000 copies and the estimated publishing income of 600,000 yuan for disaster relief, thus transforming it into "The Long Story of Pipiru". This charitable act of donating money for disaster relief has played a marketing effect of "inadvertently inserting willow into the shade", which can be regarded as a successful in-depth marketing.
Establish "Cpaing Club"-As long as readers buy any book of "General Story of Cpaing" published by 2 1 Century Publishing House, then fill in the membership registration form on the last page and send it to the designated address, they can become new members of "Cpaing Club". Since its establishment, "Cpaing Club" has been patronized by young readers and receives dozens of letters every day. By 2009, its membership has exceeded tens of thousands!
Since its publication, the series of "The Story of Pipiru" has not only been deeply loved by young readers, but also won the praise of the industry and attracted the attention of superior leaders and overseas. The Story of General Cpaing was selected into the first "Three Hundred" original book publishing project of the General Administration of Press and Publication. Cpaing and 4 19 Crime was rated as "the best-selling variety in the whole industry in 2006" (children's category) by China Publishing Industry Association, and was selected as the recommended bibliography of national primary and secondary school libraries in 2006. The story of general mobilization of Pipiru-Pipiru's injustice was rated as "Excellent Best-selling Variety in the whole industry in 2007" (children's category) by China Publishing Association. In the 2006 best children's book selection jointly sponsored by the Working Committee on Less Reading of China Publishing Association and Publishing Business Weekly, the series "The Story of General Pipiru" was rated as the best children's literature reading. The successful marketing of The Story of Pipiru was selected as "30 Cases of Classic Marketing of China Book Industry in 30 Years of Reform and Opening-up" by China Book Business Daily, and won the 2007 annual marketing innovation award. The series of "The Story of Cpaing" is deeply loved by children in China, and also affects overseas. By 2009, copyright has been successfully exported to Canada, Vietnam and South Korea. This is also a successful example of China's original children's literature going global.
On May 26th, 2008, the biggest album of China's original children's literature, The Story of Pipiru, was held at the Royal Hotel. The event was co-chaired by Cui Yongyuan, a famous mouth of CCTV, and Sister Moon, a famous children's program host. 100 More than publishing industry leaders, new and old writers and critics, stylistic stars, lucky readers, overseas publishers, distributors and media reporters attended. Gao Hongbo, Vice Chairman of Chinese Writers Association, sent a congratulatory flower basket. Wu Shangzhi, director of the Book Department of the General Administration of Press and Publication, affirmed the positive significance of Zheng's persistence in writing for children in the past 30 years, highly appreciated the persistence of 2 1 Century Publishing House in publishing original children's literature, and praised The Story of General Pipiru as the best "June 1" gift for children.
At the meeting, 21st Century Publishing House and Zheng donated 6.5438+0.8 million copies of the first print of Pipiru's Novel and the estimated publishing profit to the Sichuan disaster area.
On May 29th, 2008, the 20th issue of the Publishing Review of the Propaganda Department of the Publishing Bureau of the Communist Party of China published the original masterpiece of children's literature "The Story of Pipiru" created by 2 1 century publishing house, which received strong market response. On the basis of being close to children's needs, 2 1 century publishing house, by tapping publishing resources, integrating excellent original works and using novel and effective marketing methods, After reading this article, Liu Shangyang, member of the Standing Committee of the Provincial Party Committee and Minister of Propaganda, gave a special instruction: "The Story of General Pipiru published by 21st Century Publishing House has been warmly welcomed by children and fully affirmed by the Propaganda Department of the CPC Publishing Bureau. They tap and use national talent resources to create children's original literary works, adopt novel and effective marketing methods, and constantly improve the market share of original books, which is worthy of serious summary and promotion. Through several years' efforts, we will strive for greater development of book publishing in our province. "
By 2009, 2 1 Century Publishing House was still building the original children's book brand of "The Story of Pipiru", and "Selected Phonetic Books of the Story of Pipiru" was being launched one after another, showing a good market performance. With the continuous expansion of the brand influence and further improvement of the popularity of The Story of General Cpaing, the series of books of The Story of General Cpaing will surely become a classic that will never fall off the shelf and become an excellent spiritual food for generations of children.