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The Evolving Landscape of the Chinese Children’s Book Market
In 2017, Publishers Weekly described the Chinese children’s book market as “amazing, booming, and crowded.” However, as we look ahead to 2025, the booming aspect has faced challenges, particularly due to the pandemic and subsequent economic uncertainties. Nevertheless, the overall market remains robust, supported by a significant youth demographic of approximately 285.8 million individuals under the age of 18, and is characterized by a multitude of about 550 children’s book publishers. The market is becoming increasingly disruptive and driven by e-commerce, introducing new dynamics in its evolution.
According to OpenBook, a publishing statistics clearinghouse based in Beijing, the overall retail market for books in China reached ¥111.9 billion (about $15.4 billion) in 2024, marking a slight decrease of approximately 1.52% year-on-year. Notably, the segment focused on children’s books represents the largest portion of this market, constituting about 28%, a modest increase of 0.92% from 2023.
Bai Bing, the general manager and senior editor-in-chief at Jieli Publishing House, notes that while the share of children’s books in the retail market is growing, the pace of this growth has slowed. “The pandemic has led to economic uncertainties that have affected household income and consumption, impacting book purchases,” Bai explains. The shift towards short-form video e-commerce has also transformed traditional sales channels and pricing strategies, leading to a more unpredictable market. In addition, many publishers have chosen to limit the release of new titles in response to these risks, resulting in fewer new offerings for readers seeking fresh material.
Another factor complicating the market is China’s declining birth rate. Despite the end of the one-child policy in 2016, families still tend to have fewer children, with the current rate at approximately 6.77 births per 1,000 people. Although there was a slight uptick in births last year, attributed to the auspicious Year of the Dragon, this is considered an anomaly. In response to these demographic challenges, the government has initiated a range of birth-friendly policies designed to encourage higher birth rates, including subsidies and extended parental leave.
Despite concerns regarding birth rates, Bai maintains a pragmatic outlook: “China’s growing middle class and rising incomes mean that parents are increasingly investing in their children’s education.” He believes that as long as publishers focus on providing quality books without resorting to excessive discounts, they can sustain healthy growth in the market.
Adapting to Market Dynamics
Over recent months, there has been a notable increase in the global interest in traditional Chinese culture. The addition of the Beijing Central Axis to the UNESCO World Heritage list and successful cultural productions, such as the video game Black Myth: Wukong, reflect this trend. Bai’s team at Jieli is responding creatively by launching a comic series that features a feline guide, taking readers through the historic changes of the Forbidden City.
Aurora Publishing House is similarly adapting its offerings to align with market trends. The popularity of pop science has driven the creation of the “Nature is Wonderful” series, which combines elements of nature, science, humanities, and history. Yang Xuheng, the company president, notes that the latest installment, Exploring Nature at Night, has garnered recognition from the National Children’s Library for its winter selection.
The pop science category has grown significantly, rising from 18.49% of the children’s book market in 2019 to over 27% last year. Children’s literature also maintains a firm position in the market, consistently ranking among the top genres alongside pop science and picture books. Together, these categories account for over 60% of the entire children’s book sector.
Yang and his team are dedicated to fostering fresh talent within their children’s literature program and have published numerous successful titles in recent months. Their focus on cultivating local authors, such as Guo Jiangyan and Gu Ying, has yielded sales figures of over 10,000 copies for various new releases. The launch of “The Wind of the Mountains” series by illustrator Li Yao, who achieved recognition at the Bologna Children’s Book Fair, exemplifies their commitment to quality storytelling.
There is also a growing interest in titles focused on Chinese studies, poetry, and maps, which appeal to both children and their parents. Sally Yan, founder and editor-in-chief of Beijing Dandelion Children’s Book House, highlights bestselling works like Chinese History for Children as prime examples of this trend. As Beijing Dandelion approaches its 19th anniversary, Yan emphasizes the importance of adaptability in the face of evolving market preferences.
Expanding Distribution Strategies
Despite facing challenges in recent years, Beijing Dandelion achieved significant growth in 2024, increasing by nearly 20%. Yan credits this success to strategic adjustments within their publishing approach, including postponing many new releases in favor of reprinting and promoting existing titles. They have also explored innovative publishing formats like e-books and audiobooks, while embracing modern marketing strategies through live-streaming and short video content.
About 30% of Beijing Dandelion’s sales come from physical bookstores, while the remainder is generated through online channels. However, Yan notes that the fragmented nature of information on social media complicates promotion efforts. Many readers focus on discounts when deciding on purchases, leading to challenges for less-known titles trying to gain visibility.
The impact of e-commerce and social media is particularly evident at major book fairs, where there has been a surge in livestreaming activities. Yan reflects on how platforms such as Taobao and WeChat have become essential tools for introducing children’s books to a broader audience. For example, the promotional launch of The Fantastic Bus saw 5,000 pre-orders within two hours, showcasing the potential for significant sales through effective online marketing techniques.
Similarly, Aurora is utilizing modern promotional channels, highlighting upcoming titles via livestreaming to reach its audience. The success of Xiao Yunfeng’s novel Keep Running, Beile demonstrates the effectiveness of this marketing strategy, with over 25,000 copies sold following its introduction through a livestream event.
Bai from Jieli acknowledges the shift in book marketing dynamics, noting that readers now often prioritize discounts over recognizing books as cultural and educational products. The significant role of e-commerce in book sales, now comprising over 75% of the market, has raised concerns about the sustainability of aggressive discounting practices.
Addressing Pricing Concerns and Industry Challenges
The prevalence of heavy discounting in the Chinese book industry has alarmed many publishers, leading some to boycott significant sales events. Yan points out that excessive discounts contribute to a chaotic pricing system that undermines trust between publishers and consumers. This promotes a culture of reduced perceived value for books, which ultimately harms the industry’s health.
With this in mind, publishers, including Beijing Dandelion, emphasize the need for a balanced approach to pricing that respects the value of literature. Efforts to educate readers about the significance of books, alongside initiatives to control pricing practices, are seen as crucial for maintaining a healthy market environment.
Bai reiterates the importance of resisting low-cost competition, focusing instead on reaching consumers through various channels without compromising on quality. This approach seeks to preserve the integrity of children’s literature while responding to market demands.
Beyond Sales: A Focus on Social Responsibility
Beyond commercial interests, there is a growing commitment among Chinese children’s publishers to enhance literacy and access to quality literature in rural areas. Many publishers, including Beijing Dandelion and Jieli, have initiated reading campaigns and book donations to underserved communities, emphasizing the importance of this mission alongside their commercial objectives.
Aurora has undertaken numerous reading initiatives, partnering with local schools to promote a culture of reading. The company’s involvement in translating titles into minority languages further highlights its commitment to inclusivity and accessibility for diverse populations.
Changes in China’s education policy, including reforms that emphasize reduced homework and increased engagement with literature, present new opportunities for the children’s book market. This shift towards valuing leisure reading and creativity in educational settings bodes well for the future of children’s literature in China.
With a focus on creating original works deeply rooted in Chinese culture, the publishers profiled, including Jieli, Beijing Dandelion, and Aurora, are set to showcase their innovative titles at the upcoming Bologna Book Fair. This presents an excellent opportunity to explore the unique narratives and artistic expressions emerging from China’s vibrant children’s literature sector.
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A version of this article appeared in the 03/24/2025 issue of Publishers Weekly under the headline: The Chinese Children’s Book Market Continues to Evolve and Grow
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