(From Publishing Perspectives)
Our colleagues at OpenBook in Beijing and Trajectory in Boston point out that although Yu Hua’s To Live claimed the No. 1 spot on China’s Overall Fiction list for April, the two titles that follow it are warhorses of the market’s bestseller lists—both from outside China.
OpenBook’s analysis of the strong positioning for Yu Hua’s work points to a particularly robust World Book Day program in China on the 23rd of April.
As it happens, an 18-year-old celebrity named Yi YanQianXi—Jackson Yee to English-language fans—took to his Weibo social media channel to recommend the author’s To Live. Yee may be a book’s best friend: when he appealed for more reviews of the book, some 100 other celebrities jumped in, and more than 2 million followers were quickly following.
Before the activity was over, author Yu Hua had written a public message to Yi YanQianXi, addressing the generation of Chinese citizens he writes about, saying, in part, “You are a unique generation. You are in a period where the future has come and the past has not yet passed.”
The 57-year-old Yu Hua has at times written what’s described as postmodern Chinese fiction, sometimes with elements of magical realism, stories of young people in various eras, particularly building the context of small people in great times and their importance in society and culture. Yu Hua’s work supports the idea that the young Chinese citizens of today will be the leading consumers of pure literature in the future.
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Fiction bestsellers in China last year were dominated by non-Chinese authors, according to OpenBook, while homegrown authors sold better in nonfiction.
One of the most reliable fixtures on the monthly fiction bestseller lists from China’s OpenBook has been Japanese author Higashino Keigo, best known for his mystery novels. In 2017, his Miracles of the Namiya General Store had its second year at the overall top of OpenBook’s China’s charts. In both 2016 and 2017, this was the biggest seller.
Keigo’s dominance doesn’t stop there. Three of his works are in the Top 5 on the annual charts, with Journey Under the Midnight Sunand The Devotion of Suspect X at Nos. 4 and 5, respectively.
The Afghan-born American author Khaled Hosseini and Scotland-based Claire McFall complete the Top 5 on the list, with Hosseini’s The Kite Runner and McFall’s Ferryman.
One of the most noticeable trends in the fiction bestseller list is the dominance of foreign authors. When Publishing Perspectives pursued the question of why so many fiction bestsellers in China are by non-Chinese authors, we were told that there are three factors in play.
- Many Chinese readers have an interest in leading international popular titles, a factor evident in the familiar Western books on the list.
- Television and film production, often attached to one of these titles, can be a key driver.
- And some authors—chief among them is Japanese author Higashino Keigo—gain a kind of cult status and can generate years of sales on reputation and across many books.
OpenBook in China is similar to Nielsen in the UK or NPD in the United States, providing research and analysis on the evolving Chinese publishing industry. Below is OpenBook’s list of bestselling fiction titles in China in 2017:
As we report news from the 2017 Shanghai International Children’s Book Fair, we also have our monthly listings on overall Chinese bestselling books, produced through a partnership with OpenBook in China and the US-based distribution network Trajectory. Details of what’s reflected in these charts appears at the end of the story.
Our colleague Rainy Liu reports that there’s a notable trend in China toward publisher-owned bookstores, and this is a phenomenon seen among both private and state-owned publishers.
In August, for example, Liu tells us, the Singapore-based bookstore Page One was acquired by Chinese publisher Thinkingdom Media Group Ltd, which recently was listed as a publicly traded corporation. The company, we’re told, anticipates retaining the Page One brand’s coffeehouse style with food and beverage service in addition to books.
Meanwhile, state-owned publisher Citic Press Group has opened 69 bookstores in close to a dozen airports in China.
Another development attracting retail attention is that of the “shared bookstore,” which is a kind of library service now seen in Beijing and Shanghai. The trend is reported to have been seen first in Hefei, in China’s eastern Anhui province in July.
As an article in People’s Daily describes it, “Customers are allowed to borrow up to two books valued under 150 yuan per visit (US$22.75) after registering with an app and paying the 99 yuan deposit fee (US$15).