There is such a book, when you open it, three-dimensional characters and scenes suddenly appear in front of you, which allows the story content to not only be constructed in the reader's mind, but through sophisticated production technology, the story content is transformed from text to pictures, from flat to three-dimensional, which is a pop-up book.
"Our child is four years old, loves to read pop-up books, and can tell her a lot of knowledge when reading while playing with her, and has always been bought back from abroad, but I didn't expect that the original pop-up books in China are also doing so well, and they are no less than foreign countries." In the pop-up book exhibition area of the 16th Beijing International Book Festival, which ended not long ago, reader Yao Na sighed after watching the exhibition.
In recent years, many excellent works have appeared in domestic original pop-up books, and the pop-up book industry is developing in a benign direction. So, what is the unique reading value of pop-up books? What is the current status of original pop-up books? What are the advantages and difficulties of its publishing? In response to these problems, the reporter of China Press Publication Radio and Telegraph interviewed a number of publishers and designers.
The initial stage showed a good momentum of development
The publication of foreign pop-up books is relatively mature, and there are many classic IPs, such as "The Wizard of Oz" and "Transformers", which have previously been introduced by domestic publishing houses. Because of the difficult production process, high cost and high price, it is not until recent years that Chinese original pop-up books have begun to take off. However, in just a few years, it has shown a good momentum of development.
Fun Children's Books, Anhui Children's Publishing House, Shang Tong Children's Books, etc. are currently leaders in the field of original pop-up book planning. Fun Children's Books has been working in the field of pop-up books for more than 10 years and has rich experience. An Shaoshe specially established Beijing Times Shanglian Culture Media Co., Ltd. in Beijing, focusing on the research and development and operation of high-end children's toy books, including pop-up books. Long Jie, general manager of Times Shanglian Company, told reporters that Times Shanglian is more focused on the publication of original pop-up books, and its "Magical Life Pop-up Book" has come out in the second series, and the large-scale pop-up book "3D Journey to the West" launched last year has sold 50 million yuan so far. Shangtong Children's Books mainly focuses on new types of books such as cardboard books, pop-up books, and toy books. In 2014, Shang Tong Children's Book curated the 3D Chinese classic story pop-up book "Trouble in the Heavenly Palace", which was released after two years of careful polishing and has sold more than 30,000 copies.
So, what genre pop-up books are more popular? Liu Yu, general manager of Dangdang's children's book business department, told reporters that Dangdang's data shows that pop-up books of traditional culture and popular science cognition are more popular with readers. The former is based on local culture, and the content that is conducive to the emotional transmission of Chinese people can move people's hearts the most; The latter has a positive significance for the cognitive and comprehension of early children, and parents are willing to pay even if the price is higher.
Due to the high price and easy damage of pop-up books, once the return loss rate is high, therefore, the current sales channels of pop-up books are mainly concentrated in online and some high-end bookstores. Especially social channels, which like fresh forms, interesting content, and products with stories, are very suitable for pop-up book sales.
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