Editoria e Media
Sherlock Holmes uses Chinese TikTok (Douyin) to attract new generation of Chinese readers
( Yilin Press , imprint of Phoenix Publishing and Media Group), a new children's title published in China based on Conan Doyle classics, sold 10,000 copies in the first three days via an online influencer's short video, and sold 300,000 in three months in 2022.
Reading tags on Douyin (Chinese TikTok) have increased by 315% in 2022, leading to direct sales of 250 million units. This rapid growth in social media book sales is expanding the book market; 45% book purchases through Douyin were from consumers buying books for the first time.
Book sales via short-form video increased 43% in 2022, now outstripping sales through physical bookshops.
New Media for Publishing: Chinese book sales annual report published by Phoenix Publishing and Media Group, one of the largest publishing groups in China , and new media data monitor NewRank.cn.
Mr Song Jishu, Vice President of Phoenix Publishing and Media said,
"We are delighted to see Phoenix Group is now No.2 in the most influential Chinese New Media Publishers. Our imprint, Yilin Press , found a new audience on Douyin (Chinese Tiktok) for international titles, including , and as well as the phenomenal success of ."
Full report in Chinese: https://www.ppm.cn/Public/Upload/ewebeditor//20230219152149058.pdf
New Media for Publishing is a report into Chinese book sales published by Phoenix Publishing and Media Group and NewRank.cn. This is the second annual survey of 580 publishers on six social media accounts: WeChat, Weibo, Douyin (Chinese TikTok), Kwai, BiliBili and WeChat video in 2022.
View original content:https://www.prnewswire.co.uk/news-releases/sherlock-holmes-uses-chinese-tiktok-douyin-to-attract-new-generation-of-chinese-readers-301788831.html