China Bestsellers in May: Emotion and Promotion

From Publishing Perspectives:

In our look at the April bestseller charts in China, we focused on an interesting inflection point in which consumers seem to be waiting for new “online literature” to take to their hearts in book form.

In May, our associates at Beijing OpenBook saw the role of what they interpret to be emotional attraction and canny promotions.

As examples, Yu Hua’s Cries in the Drizzle (Beijing October Art & Literature Publishing House) entered the fiction chart at No. 22 and Crystal Spiral (Nan Hai Publishing) by Keigo Higashino arrived at N0. 29, having just been published in April (Nan Hai Publishing).

As our associates point out, Yu Hua’s To Live (at No. 10 in May in a new edition from Beijing October Art & Literature Publishing House) had benefited in 2018 by an endorsement from film star Yi YangQian Xi.

This year, e-commerce pr0motions began well before the June 1 to 18 shopping promotional period, so that by May book sales pros were approaching the annual “618” promotions as a chance to push Yu Hua’s book.

And the ability of Crystal Spiral to appear so quickly in China’s relatively slow-moving market rankings reinforces the fascination that the prolific Japanese author Higashino has for so many Chinese readers.

The key to Higashino’s work, OpenBook’s Wendy Pan points out to us, is his work’s high levels of emotional content. “Crystal Spiral is a detective work full of emotion,” Pan says.

“The work makes people feel that the detective element is less important than the emotional ties in it.”

Link to the rest at Publishing Perspectives