Publications plot a successful story
Visitors to fair scramble to printing house pavilions to grab the latest products related to their favorite stories, boosting traffic and revenue, Zhang Kun reports.
"You can print it on a sheet of paper, or bring a T-shirt or canvas bag to make a personalized design," says He Qunxing, head of the publishing house's marketing department.
Chinese art lovers from a club organized by the publishing house sat at the pavilion, and created paintings and calligraphy on paper fans for visitors.
Such literary-themed gifts and products have gained popularity with visitors to the Shanghai Book Fair in the past few years, with many attending specifically to buy the merchandise.
"Last year, there were complaints that the popularity of merchandise 'stole the thunder' of the books at the fair," says Zeng Yuan, director of the office for printing and distribution under the publicity department of the Party's Shanghai municipal committee. But books still dominate the sales revenue at the fair each year. Last year's book sales at the fair totaled 48.15 million yuan, while merchandise sales totaled nearly 5 million yuan.
