Negative growth of publishing industry
According to the statistics of Japan Publishing Institute, the total sales of publications during the period from 1 to 1 in 2005 was1842.2 billion yen, a decrease of 1.6% compared with last year, of which the total sales of books were 788.5 billion yen, a decrease of 2.2%, and the total sales of periodicals were1. 10 The total sales volume of Japanese publications decreased in October compared with 20041~1.9%. Japanese publishers speculate that it is difficult to break through the publishing performance in February 2005. Therefore, the negative growth of the total sales volume of Japanese publishing industry in 2005 is a foregone conclusion, which is affected by the sluggish weekly sales volume. In 2005, the latest volume of the Japanese version of Harry Potter was not published, and the return rate of publications remained high, which directly restricted the trend of the total sales of Japanese publications. This year, the intermediate accounts of oriental sellers and Japanese sellers show that the return rate of books is as high as 42%, which is because many small and medium-sized bookstores closed down and changed production in 2005, which further contributed to the improvement of the return rate.
Online bookstores have increased.
Online bookstores in Japan have broken the traditional sales channels of publications through wholesale distributors → bookstores. Online bookstores such as Sevenandwas, Yahoo Japan, Lotte Books, BK 1, and books services under Dongfang are hard to compete with Amazon Japan, which stands out from the competition. According to the statistics of NTT Data Management Institute of Japan, the total sales of online bookstore publications in 2005 was 40 billion to 50 billion yen, of which the total sales of Amazon Japan online bookstore, which has not disclosed its sales performance in detail, was about 30 billion yen, and Amazon Japan online bookstore took the lead in opening professional bookstores. Online bookstore provides a convenient way for readers to buy books in a targeted way, and will surely occupy a larger share of publication circulation in the future.
Online bookstores promote the construction of large-scale circulation warehouses. On June 24, 2005 165438+20051October 24, 2005, Dongfang Chuan SCM (Supply Chain Management) Center Base with a total construction area of 76,300 square meters was launched. The center introduced 265438+ advanced SCM (supply chain management) in the 20th century to realize the optimal management of publishing logistics. On the other hand, in 2005, with Japanese manufacturers as the center, powerful publications wholesale distributors such as Osakaya, kurita publisher, Japanese education manufacturer and Dayang society invested in the construction of publishing lotus field center and started the return business of magazines, periodicals and comic books. In May, 2005, the Japanese Seller Center began trial operation, handling the comprehensive return of books, videos, CDs and other publications. The goal is to realize the return system without subpoena, with fast bookkeeping speed and high efficiency of bookstore clerk, and finally build the SCM management goal.
Best-sellers and popular books
In 2005, a number of millions of bestsellers appeared in the Japanese publishing market. The first book was "The Way of Speaking of the Wise and the Fool" written by Kouyuyi. This is a new educational book with a clear theme, which teaches you to learn to use the language of the wise to gain a foothold in the workplace and society. This book was published in July 2004. By the end of 2005, it sold 2.2 million copies with absolute popularity. February 2005 published the accounting reading "Why is the bamboo building difficult to collapse? Written by Masaya Yamada, a Japanese certified public accountant. "("culture society ") has sold more than 2.2 million copies. The online blog "Electric Bike Man" (Nakano Independence/Xinchao Society) has been selling well. The mobile phone novel Still Want to Live and the companion piece Yoshi//Stars Club are sought after by young readers. The sales of the Japanese genre Question Japanese (Kitahara Kumabo/Overhaul Museum Bookstore) are unbelievable. "Lili blan qui/ Fusang Society" and Murakudo (Masahiro Suzuki/Nihon Keizai Shimbun) topped the list for several months. In 2005, the blog "Mr. Shiraishi of Health Association" (Shiraishi Changze/Lecture Club) was released on June 5438+065438+ 10, and it was on the list of millions of bestsellers in more than a month. The book is a collection of 108 cards and many essays by Bai Shichang. He enthusiastically answered questions and communicated with students in a few words. Bai Shichang is an employee of the Life Cooperative of A&M University in Tokyo. He was praised by the president for the best-selling book that improved the reputation of the university.
2005 is the 35th anniversary of the death of Japanese writer Yukio Mishima (1925 ~ 1970) by caesarean section. June, 5438+February, 2005, The Complete Works of Yukio Mishima by Xinchao Society was published as a supplement. This volume contains 5 unpublished short stories, 54 letters, 16 creative notes and 15-year-old Yukio Mishima's novel Punishment of Love published in the name of others. The manuscript is in Yukio Mishima.
1998 Akagawa's "Old Manpower" became a hit. In 2005, books on related topics with the suffix "Li" came out one after another, such as university power, vitality, explanatory power, work power, determination power, Japanese power, subordinate power and so on.
2005 is the 80th anniversary of Emperor Hirohito's accession to the throne. The Legend of Sir Showa's Tea Drinking (Masaaki Hiraoka/Pingfan Society), Sunset in Sanxiang (Liangping/West Coast Primary School) and Walking in the Burning of Tokyo in 1960s (JTB Publishing) were published one after another.
History textbooks are already a spent force.
2005 is the year of a new round of textbook revision in Japan. Two textbooks, History and Citizen, edited by Japan's New History Textbook Compilation Association and published by Fusang Society, are doomed to fail in Japan. In the spring of 2006, the historical pass rate of Japanese middle schools was about 0.9%, and the social pass rate was about 0.6%, which was far from the goal of 10% intended by the editorial board.
The "Japan-Korea History Research Committee" was established on 200 1 10 with the original intention that Japanese and Korean scholars would discuss the compilation of Japanese history textbooks. In March 2005, scholars and teachers from China, Japan and South Korea spent three years compiling a modern history reader, The Modern History of Three East Asian Countries, which was published in Japan with the title of Creating the History of the Future (Gao Wenyan Society).
Cultural groups call for "public lending right"
On June 8, 2005, 1 1.5, five groups, namely, Japanese Writers Association, Pen Association, Inferior Writers Association, Children Writers Association and Children Writers Association, publicly published the Statement on the Future of the Library on the issue of library compensation to authors, and submitted the text of the statement to the Japanese cultural department. The statement pointed out that due to the popularity of libraries, many readers use libraries instead of buying books, and the authors are in trouble, and it is difficult to maintain their lives with remuneration, which eventually leads to the decline of social culture. I hope (1) that the budget of the library will increase, (2) the number of professional librarians in the library will increase, and (3) the state and government agencies will establish an author remuneration system. The statement called on the Japanese cultural department to implement the "public lending right" policy as soon as possible, and called on the Japanese publishing and library circles to jointly launch a campaign to increase the library budget.
Highlights of Japanese Publishing Industry in 2005
In 2005, following the emergence of two female middle school students aged 15 in the Japanese literary world, they won the literary prize sponsored by a large Japanese publishing house. In June, 2005, Amy Kawasaki, a first-year middle school student aged 15, won the library novel award of the primary school. In September 2005, the first novel "Heisei Machine Gun" by Shizuoka 15-year-old female middle school students won the 42nd Japanese Literature and Art Award sponsored by Chuanzhong News Agency. It is the first time in the history of Japanese literature that a girl of 15 years old won a literary prize from a large publishing house.
In 2004, Toastmasters edited and created 24 volumes of DVD e-book Showa Japan. Taking this opportunity, in June and June, 2005, a number of DVD e-books such as 65438, Silk Road (Workshop) and The Complete Works of Kakukawa World Famous Movies were released one after another. Japan Public Access Committee (Japan Fair Trade Commission) is accused of being good at pricing Japanese publications. The Public Access Committee pointed out that electronic publications such as DVD and CD belong to the category of non-priced goods, and if the price is solidified, the price expression of goods will be unified.
Since 2005 10, library cards have replaced library vouchers, and library cards have been unified throughout the country. Book coupons and book cards are a form of reward for customers' shopping, and they are also one of the promotion means of the publishing industry. People in the publishing industry pointed out that although library vouchers are still in use, the implementation of library cards is a win-win situation for readers and publishing industry.
On June, 2005, 10, a bookstore with reformed publication pricing system, "Shenbaomachi Bookstore", located in Shenbaomachi Street, Tokyo, opened to welcome guests. Shenbaomachi Bookstore speeds up the networking of Bookstore Street Bookstore and builds an electronic circulation platform. Kamebomachi is a bookstore street in Tokyo. There are 130 new and second-hand bookstores, which are world-famous. The Neishan Bookstore mentioned in Lu Xun's article is on this bookstore street. :82/200503/ca7 12432.htm
The helplessness of the publishing kingdom at the end of the century
A glimpse of Japanese publishing industry
Haifei
As a world-recognized economic power, Japan is also a world-recognized publishing power. According to the statistics of international authoritative departments, the global book publishing and sales at the end of the 20th century was about 80 billion US dollars, the United States ranked first with 2665438+27 million US dollars, Germany ranked second with 9.737 billion US dollars, and Japan ranked third with 965438+26 million US dollars. China ranks 10th after Britain, France, Spain, South Korea, Brazil and Italy with US$ 654.38+86.7 billion. Among the top 10 publishing groups in global sales, Bertelsmann Group of Germany ranks first, Japanese publishing house ranks tenth with US$ 65.438+US$ 65 million, and primary school library ranks eleventh with US$ 65.438+US$ 50 million. There are more than 4,600 publishing houses in Japan, 78% of which are concentrated in Tokyo, and there are more than 30 large publishing houses with more than 1000 people. Distribution is highly monopolized. Oriental and Japanese manufacturers were established in 1949, each with more than 3,000 employees, and their market share reached 40% of the total national publications. China has 2,800 bookstores and 1.7 million small sales outlets, making it the most densely distributed country in the world. Japan publishes more than 63,000 kinds of new books every year, with more than 500,000 kinds listed and 65.438+57 billion copies issued. In the whole year, 3,655 kinds of magazines were published, more than 3,000 kinds were sold in the market, and 51.200 million copies were issued. There should be no doubt that Japan is a "publishing kingdom".
From June 5438 to1October 65438 to March 26, 2000, at the invitation of Asahi Student News Agency of Japan, a delegation from China Children's Press and Publication Corporation visited Japan. The delegation visited Asahi Student News Agency, Lecture Club, Freiberu Publishing House, Wenniaotang Bookstore, Tokyo Book Sales Company, Tokyo Changping Primary School and other news publishing institutions and schools, and had an immersive and intuitive experience of Japan, the publishing kingdom at the end of the 20th century.
Looking at Japanese readers at the end of the 20th century from the "Golden Hair" fluttering all over the street.
Walking on the streets of Tokyo, if you don't look at the dazzling Japanese and Chinese signs and billboards on both sides of the street, but just look at the "golden hair" fluttering on the sidewalk, you may mistakenly think that you are a prosperous city in Europe. Japanese teenagers' worship of foreign things and beauty, avant-garde and modernity far exceed our imagination in China: young people, regardless of gender, almost dye their hair yellow, and some even dye it in various colors; Young people with faces more complicated than Chinese Peking Opera masks, wearing nose rings and lip rings, marched in the city. Girls wearing boots with heels as high as 15 cm to 20 cm have become a unique "high-heeled scenery" in Tokyo.
When we visited Changping Primary School in Tokyo, we saw that it was a first-class primary school that had received Arafat and other world celebrities, and it was located in the center of Tokyo. That is a multi-storey teaching building. The top floor is a well-equipped and very modern sports ground, and the basement is a clear and spacious constant temperature swimming pool with excellent water quality. The classroom is equipped with modern computer TV, and the library displays a rich collection of books. However, after in-depth conversation, the "coach" was deeply worried that the students did not study hard. He said that the life of Japanese primary school students is too good now, they don't want to study, and scholars don't study. In addition, Japan stipulates that they can't repeat a grade, and they learn well and learn poorly. When they graduated, the "coach" was not good either. The librarian told us that students borrowed books and read little. Facing the readers of "the blond generation" and "the generation without repetition", the Japanese publishing industry is deeply helpless. People of insight launched a reading activity of "reading 10 minutes every morning" all over Japan. It is said that 544 schools have participated. June 5438+065438+1October 14 Half a month after we left Japan, the Japanese Ministry of Education reported the 2000 white paper "China's Cultural and Educational Policy-Towards a Cultural Country" to the cabinet meeting, emphasizing that "we should actively and courageously push forward the reform that adapts to and is ahead of the new era."
On Japanese Publishing Houses at the End of 20th Century from the "Collapse" of Comic Books
Japan's publishing industry is based on magazines, basic publishing and the structure of "publishing is more important than books". Japanese magazines account for about 60% of the whole publishing business, and if the advertising revenue of magazines is included, the turnover is higher. For example, the turnover of Japanese magazines is as high as 74% of the total. Japanese magazines can reach 40 per capita every year. It can be said that the Japanese "grew up watching publications". Japan's major publishing houses are based on magazines and take magazines as the main source of income. There are 50 magazines in the talk club alone.
Japanese magazines have a wide range of contents, including popular weekly magazines, women's magazines, TV magazines, travel magazines, cooking magazines and magazines related to interests. These magazines have a wide variety and a large circulation. Among them, comic magazines are the most influential and representative. At the end of the 20th century, according to the circulation, the top 15 were Jumping (up to 6.5 million copies), Weekly Juvenile Comics (up to 465,438+million copies), Youth Comics (2 million copies) and Girl's Ribbon. Talk Club's youth comics (6.5438+0.73 million copies), monthly youth comics (6.5438+0.7 million copies), primary school weekly youth comics (6.5438+0.5 million copies), and Jiyingshe's youth women's clothing (6.5438+0.49 million copies). Jiyingshe monthly youth comics (6.5438+0.2 million copies), the monthly star of women's art magazine (6.5438+0.65438+0.8 million copies), the weekly youth comics of Zhanshe (up to 6.5 million copies), the weekly youth comics of Zhanshe (up to 4.65438+), and the youth comics of Heart-to-Heart Club (654.38+0. Kloc-0/180,000 copies), good friends (1160,000 copies), cooking (103,000 copies), and comic books of Youth Monthly in primary schools (103,000 copies). Among the top 15 magazines, there are 12 comic magazines, and the top 7 are all comic magazines. The comic magazine market is huge, with an annual circulation of 65.438+0.56 billion copies, accounting for more than 30% of the total circulation and 20% of the total size of the magazine. Meanwhile, more than 700 million comic books have been published. Japan is not only a publishing kingdom, but also an animation publishing kingdom with distinctive characteristics.
Japanese comic book publishing, which was once a smash hit, is experiencing helplessness and decline at the end of the century after its glory in the 1970s, 1980s and 1990s and its expansion to overseas Hongkong, Taiwan Province Province and Southeast Asia. When visiting Toastmasters of Japan's largest comprehensive publishing house, Toastmasters, which started with comics, felt anxious about the "slump" of comics. In the three years of Japan's economic recession, Toastmasters' first magazine, Weekly Juvenile Comics, dropped from 4,654,380+to 3 million. According to Japanese counterparts, the decline of other comic publications is roughly the same. The delegation made a survey on the reading situation of Tokyo subway, where the cartoons of office workers were very popular. Watching cartoons on the subway was once a scene in Tokyo, and it was also a fashion in Tokyo. The office worker cartoons Superman, the section chief's island ploughing, the office worker Kintaro and the diary of a fishing fool are also popular in the subway. However, in the Tokyo subway at the end of the century, we rarely see obsessed readers. Mr. Shinhara Takashi, director of Toastmasters International Office, repeatedly asked, "When will the comic book market in China be reopened to the Japanese?" It fully shows the urgent desire of Japanese comics to "make a comeback" relying on the huge China market.
From the "popularization" of primary school students' mobile phones to see the consumption fever in Japan at the end of the 20th century.
Due to sluggish domestic demand, slow recovery and high unemployment rate, Japanese publishing industry has experienced negative growth for three consecutive years. The total sales of Japanese publications 1997 decreased by 0.7% compared with 1996, by 2.3% compared with 1998, and the negative growth rate of 1999 exceeded 3%. The shift of Japanese readers' consumption fever at the end of the 20th century is also an important factor in the depression of Japanese publishing industry.
With the advent of the information age, since 1994, Japan's information and communication consumption has become a "consumption fever". At present, the average monthly information and communication expenses of Japanese families reach 1 10,000 yen (US$ 95), which is much higher than that of ordinary families. Modern IT products, such as computers, mobile phones and game software, other than traditional publications, are popular among readers, which has formed a new consumption upsurge at the turn of the century, greatly impacting the consumption of traditional publications. On the streets, subways and schools in Tokyo, teenagers "guard their mobile phones", and even primary school students have their own telephones. Japanese mobile phones are sold all over the street, and they are beautiful and cheap, equivalent to 200 yuan a RMB. Mobile phones are designed like handicrafts, crystal clear, and colorful when night falls. Especially after NTTDOCOMO's "E-mail" Internet direct access service was launched on February 1999, the number of users increased explosively. Only 16 months after the first user accepted the service, the number of users exceeded 6 million and reached100000 by the end of the 20th century. Pupils can chat with friends and read emails on their mobile phones. The socialization, social information, social atmosphere and all kinds of happiness brought by small mobile phones often make primary school students "enjoy themselves without reading".
In addition to the mobile phone consumption boom, young Japanese readers are also facing other increasingly advanced consumption booms, such as digital cameras, digital video discs, new generation game consoles and so on. Every time new and modern consumption is hot, traditional publications are cold. At the end of the century, traditional publications are being seriously challenged by high technology, so they cannot be separated from recognition, integration and development. This kind of competition between tradition and modernity will continue according to its own laws.
Facing the helplessness of the publishing kingdom at the end of the century, the efforts of Japanese publishing industry are emerging in all aspects. For example, large bookstores in Japan have established an in-store service system for Internet bookstores. There are 65,438+0,000 publishing houses in Japan with their own websites, and there are more than 65,438+0,000 online bookstores in Japan. 1In the autumn of 1999, two major book wholesalers and printing companies in Japan jointly launched the "Printing on Demand" system project. Jiyi Guowu Bookstore launched the "Telebook" business unit and launched the "satellite e-book" project. In order to attract readers, Japanese bookstores constantly introduce new service measures, and some bookstores let coffee shops enter the business hall. In Japan, the book market is in an overall downturn, and there are also highlights of bestsellers. The Law of Prosperity foresees Japan's economic prospects and future model in the 2nd/Kloc-0th century. The author is Okawa Fallon, president of Japan Happiness Science Society. /kloc-0 was published in February, 1999. By the middle of February, 18, the cumulative sales volume of 10 was 4.25 million copies. Hirotada Ototake, a special student in economics at Waseda University, overcame his wheelchair life journey for 23 years and wrote Five Bodies of Dissatisfaction, which was popular in Japan. The first edition was printed at 1998 10 and reprinted at 1999 165438. Japan's publishing industry, which has strong publishing strength, will not sink in the face of all kinds of helplessness in the new century.
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