Initial Speech for the Round Table at the Asian Publishers Fellowship Program by Yueping Lu (Jieli Publishing House, China) July 27, 2012

graduated with a M.A. degree from Beijing Normal University in June editor in children’s books department of Beijing Science and Technology Press from June 2005 to June translator for Zhejiang Juvenile and Children’s Publishing House, Phoenix Publishing House, Qinghua University Press, etc. from June 2009 to June editor and rights manager in Jieli Publishing House since June Chinese Books I edited or handled rights for Books I translated About Myself

Jieli Publishing House specializes in titles for children and young adults and publishes 400 new titles a year, generating sales of 448 million CNY. The General Administration of Press and Publication has called it one of the Best Publishing Houses in China. Over the years, Jieli has signed many excellent writers from home and abroad and published a large number of high- quality books (see the list of bestsellers on next page). To keep up with the digital times, Jieli has started publishing digital children’s books as well. For instance, the iPad and iPhone version of My First Discoveries series published by Gallimard Jeunesse in France has now been translated into Chinese and will be launched in Apple App Store so it can be purchased by Chinese readers around the globe. Promotion starts with the writer. Jieli builds a specific marketing plan for each writer and for each book to guarantee the long-term success and reputation of their authors. In recent years, Jieli has invited a number of foreign artists and authors to China, including French writer and director Luc Besson, American novelist R. L. Stine, the daughter of Belgian artist Peyo, who created the Smurfs, French artist and author of the Barbapapa series Talus Taylor, and Japanese artist and author of The Cat Who Lived A Million Times, Sano Yoko. About Jieli Publishing House

 Professional team of editors, sales force and distributors, rich media resources and efficient marketing network.  Bestsellers: China’s favorite original middle-grade series Mo’s Mischief, sold 23 million copies, global multi-language rights sold to HarperCollins in Goosebumps: 7.3 million copies Twilight: 3.6 million copies My First Discovery: 3 million copies I Spy: 2 million copie Barbapapa: 1.58 million copies Little Mole: 1.1 million copies The Smurfs: 1 million copies Inheritance Cycle: 200,000 copies Percy Jackson: 150,000 copies Sale Channels  400 state-owned Xinhua bookstores  100 private bookstores, 60 among which are super strategic partners  20 online bookstores  book departments in 101 Walmart and 157 Carrefour shopping centers.  200 kindergartens  20 libraries  Direct sales and sales to team/group

My First Discovery One source and multi platforms  My First Discovery on transparent films  My First Discovery on the floor  My First Discovery on iPad and iPhone

Mo’s Mischief Bestselling children’s fiction and the animations, dramas, sitcoms  A publishing miracle in China: 23 million copies sold  Animation series, animated movie, dramas and sitcoms  An attempt on added value through productions based on children’s novel. We need to strive for more mature market expansion.

Video games based on literary works --an interview with the GM of a Chinese game company In 2011, Chinese game industry gained 60 billion Yuan,  video games based on Three Kingdoms took ¼ of it,  if adding those based on Journey to the West, they arrived at 1/3,  if adding further those based on the fictions of the wuxia ("martial arts and chivalry") genre, represented by Jin Yong’s works, then in total they hit 2/3.  The rest 1/3 was taken by translated video games.  Big game companies paid over 10 million Yuan to acquire exclusive rights to adapt one novel of Jin Yong’s for video games. Three Kingdoms Journey to the West Jin Yong’s wuxia works:

Under The Hawthorn Tree --a bestselling novel and a major film  A special belly-band, a short boasting line  Public praise among big figures in film industry  A major film by the top director of China, Zhang Yimou  All the expansions based on the film --moon cakes, perfume, chopsticks and spoons, key rings, beverage, tourism…

Du Lala’s Promotion -- a bestselling workplace novel and fashion  An urban workplace motivational novel—new conception but failed first edition in 2007  New cover, new belly-band and advertisement: Her story is of more reference value than that of Bill Gates.  becoming bestseller in 2008  An all-fashion movie based on thGetting hot among white- collars in 2010  e bestselling novel, attracting over twenty brands to planting their advertisements into the movie.  Du Lala – the voice of millions of white-collars

Legend of Zhen Huan --Web fiction and sweepingly popular drama series  High-quality web fiction, hot on literary websites, competitions among publishers, published by “star-making factory” Xiron (Motie)  Most popular TV drama series in : “A well-made drama series from inside out”, one of the best historical dramas in the Chinese mainland in recent years.  Survival and promotion of an innocent girl in the cruel and harsh palace. Some view it as “ a treasured book for survival in today's professional world”.

Conclusion Market expansion of the popular novel is developing fast and have great achievements, especially in drama productions, in China. However, on the time, duration, extent and depth of expansion, we have a long way to go.