Under the “two-declining” scenario, demand for education has changed. The school is looking for and the parents are looking for: where are the educational resources more suitable for henan's children
The third quarter of 2025, the “booking index report” launched by the henan youth times and the xinhua bookshop in henan province, provides the answer: in response to this change, henan's local publishing power has succeeded in opening the path of differentiation around new educational needs such as literacy, mental health, rural identity and scientific enlightenment。
In a market pattern supported by teaching materials at the national level, how can pre-versions be “brushing” and upgraded to an important cultural force supporting the development of education in the region
PrecisionQuality educationTracks: books in the red sea find blue sea
The third quarter of 2025, the “booking index report”, published by the henan youth times and the xinhua bookshop in henan province, shows that book consumption throughout the province has been characterized by a typical “opening season”. Basic tools such as the “compulsory education textbooks” series of the people's education press and the xinhua dictionary in the business print library, the modern chinese dictionary, are dominant. At the same time, standard readings such as " red star showing china " , " sunflower and sunset " , and classics such as "four famous works" continue to sell。
It is noteworthy that, among these two main trends, the pre-edited books have emerged as “hidden champions” in a number of subdivisions, based on a deep insight into indigenous needs and successful entry into the precision tracks of quality education。
Among them, in the area of writing, the book publisher, " the sun and the sun " , " poetry to young friends " , inspired young people in the form of poetry, and " the writers of our class " , guided the writing of interest by stories that are relevant to the lives of students. In the area of mental health, the hot sales of the mental health education cases in primary and secondary schools reflect the unprecedented importance that schools and families currently attach to adolescent mental health, where manchong press takes the lead。
Henan people's press translates “local features” into content advantages. Concise henan war responsive history combines grand historical narratives with home-grown hero stories. It is a vivid reading of young people who know their homelands and engage in patriotic education. It responds to the national policy on physical health for all, serving the needs of healthy lives with practical science content。
A perfect example of a “competition for difference” is provided by the green spelling book of china farmers' press. It combines traditional agricultural knowledge with the youth-lover parenting concept, creating an entirely new category of “interested agriculture”, which has succeeded in opening up the blue sea in the market for science books。
"the encyclopaedia of fun farming." "the encyclopaedia of green pity."
In response, wang woo, manager of the book operations department of the xinhua book shop, henan province, concluded that the strong demand for the opening season was not limited to traditional teaching aids. The growing demand for books from schools and parents that can improve overall literacy and address the real problems of growth has directly driven the rise of pre-books in the subdivision of tracks。
It's not just a classroom: how to prepare the invisible champion to grow
“thermal sale of pre-version books is rooted in their unique advantages of `localization'. On the sales front, the most direct and positive feedback we receive is focused on two main points: a strong indigenous sense of affection and a precise teaching practicality.” zhang zhang zhang, the head of the 71st book centre in xinhua book shop, xu chang city, is very well known。
Zhang hang has received feedback from teachers and parents: country books such as henan in the book have made historical and cultural knowledge accessible and have inspired youth's sense of identity and reading interest in their homeland. “... There is a general consensus among teachers that the content of essays, teaching aids, etc., and textbook knowledge points are closely linked to the local teaching progress and examination syllabus in henan province. These books are seen by many teachers as effective tools for the extension of the classroom, because of the focus and style of teaching in their own languages.”
Li kai-tae, deputy manager of books operations at xinhua book shops, henan province, believes that pre-edited books are essentially the result of the deep integration of their products into education, creating a comprehensive support system for “class aids, after-school extension, spiritual upbringing”。
Readers and children read at jingzhou books center
In direct contact with the reader, the most positive feedback received by pre-version books with the advantage of “localization” centred on the dual recognition of “intimateness of home-grown subjects” and “adapted to local teaching examination needs”. According to wang woo, books that reflect chinese culture and historical figures, and some branded henan editions, such as " walking the yang - city password in high examinations " , are suitable for local teaching materials and examination directions. Teachers and parents often provide feedback that they “work closely with the points of knowledge of textbooks and are more relevant to the priorities of the examination and examination of the sino-hang nan examination than the generic version”. Thus, many schools directly recommend students to the xinhua bookshop to select such books。
“the affection of home-grown subjects is a central motivation for the emotional resonance of readers and for spontaneous communication, and matching local teaching examination needs is a key support for meeting rigid needs and guaranteeing buy-back rates.” wang woo said。
Bookshop conversion education service hub: from book sales to the provision of “read solutions”
Faced with the start of the new school year, the golden period of book sales has always been considered. At that point, tools and teaching aids entered the “white-hot” competition。
“we are not concerned with the traditional `human-sea tactics', but rather with alternative approaches, with precision-type strategies and rich cultural experience, to create the marketing of `mismatched competition, deep service' and to achieve a strategic shift from `sales terminals' to `education services hubs'.” according to the director of marketing of the library building in nakahara, li yuju。
Lee yugju stated that, instead of being passive in selling books, the xinhua bookshop offered “content solutions” for schools. Specific practices include: an analysis of school teaching trends in “big languages”, which are accompanied by the availability of classic in-depth readings; and follow-up to the policy of creative education, the selection of predefined books into “scientific guidebooks”, which accurately match educational needs。
At the same time, the xinhua bookshop has taken the initiative to create a “situation” reading promotion. Zhengzhou book buys center director lin mong said at their bookshop, “activities are courses”. For example, the bookshop's “celebrity to school” event and the bookwriter joie's “living home” lecture are themselves a lively master's course in writing; the shop's “humanist classrooms, classbooks”, for example, invites local famous teachers to read prefaces and expands the school reading class。
"women's self-awakening and growing" reading sharing
These activities have led directly to the sale of the relevant books and have resulted in the win-winness of cultural services and market benefits. In addition, the bookshop offers a one-stop service for schools and business enterprises entitled “space building + books customization + activity planning”. For example, reading-sharing sessions on the theme of the concise henan war resilient history have been tailored to complement school party-building activities or political thinking exercises, making pre-edited books a central vehicle for special educational activities。
Wang woo believes that the sino-china book shop's full set of “combination boxing” methods is indispensable to the pre-existing strategy. The first is a sharp capture of education policies that can pre-empt sub-areas with long-term development potential and avoid short-term heat traps. For example, in response to the requirement of the quality education policy for the integration of students, henan province's xinhua bookshop, in collaboration with local publishers, launched a book of research courses such as the green spelling magic book and the road scrambling shields, which opened up a course for the study of subdivisions of books and allowed for the transformation of educational needs as a result of the convergence policy。
The second, with membership services at its core, analyses trends in the growth of demand for sub-categories of books and pre-empts original sub-themes such as local non-relicts and chinese folklore stories that may be found in pre-edited books, which can be judged by market viability at the front end of the supply chain。
“in short, we plan to upgrade the role positioning from `business books' to `business users', from `sale sites' to `cultural nodes', from `sales acquisition' to `book operation'.” wang woo said。
A “book campus” was set up to prepare books from resource provision to ecological construction
According to wang woo, the data for the third quarter of 2025 clearly show that the role of “leader” has been transformed from market “followers” to education subdivisions. Its success lies in the deep integration of its own development into the process of high-quality education development in henan. In the future, this integration will move towards deeper “ecological co-building”。
"the `policy insight - demand validation' that was developed by xinhua bookshop in henan province in procurement and marketing... The data feedback' mechanism will provide a more effective response to upstream publishing planning and lead to the creation of new pre-prints that are closer to the needs of educational reform. Our goal is to build a “publishing-publishing-school-family-friendly educational reading ecology.” wang woo said。
Zhang hang is confident. The xinhua bookshop in xu chang city has been planned, and she states that “the next step will be to create a `preparation book corner' with local schools and to cooperate in the development of relevant reading course manuals to make the pre-draft books more systematic and in-depth in their daily teaching”. In her view, this bodes well for the role of pre-editing books, which would be upgraded from a decentralized out-of-school reading to a system of curriculum resources that would support the construction of “book campuses” with a rich cultural identity。
In wang woo's view, the success of pre-edited books in the educational track is dependent on the insight of local publishers into indigenous educational needs and on a focus on subdivisions. The continuous and deep tillage of pre-printed books is not only a “small and beautiful” product for the market, but also a “cultural teaching” for henan's education that is home-grown and time-dynamic.” “the future, the pre-release book is expected to provide henan's readers with more valuable spiritual and cultural products, with stronger and more sustainable indigenous impetus through more accurate content creation, more innovative outreach and deeper local connectivity.”
Henan youth times east wind news
Reporter lee shaw-shaw chiu-soon
Editor
Colonel lu so-li
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