Novel approaches to annual book fair

Going online

In line with the response by many industries to leverage the power of digital technologies to overcome challenges presented by the epidemic, the Shanghai Book Fair held an unprecedented number of online book launches and reading events.

Fifteen online platforms, including video-sharing application Douyin and the web community of Little Red Book, joined hands to form an online community where book launches, book-signing sessions and other reading events were livestreamed to the public.

Many publishing houses had also developed their own online platforms and held online events to introduce their authors and publications. While more than 700 reading events took place offline during the book fair, even more such events were held online.

These online interactions among authors, editors and readers resulted in an increased interest in the books, as illustrated by record sales.

Sales from major online shops affiliated with the Shanghai Book Fair raked in more than 17.3 million yuan ($2.5 million), according to Xu. Fan Deng, a popular vlogger who focuses on books, made 1.12 million yuan worth of sales on the online platforms.