1、Disseminating Chinas VoicesAs Chinas cultural influence flourishes， Chinese books are becoming increasingly popular among foreign readers and appear at various international book fairs. English versions of a variety of Chinese books can be bought in bookstores worldwide and even through online store
2、s like A. Beijing Review conducted an interview with Zhu Xiaojie， Deputy General Manager of China International Book Trading Corp.， right before the New Delhi World Book Fair 2016（January 9-17） ，at which China was invited as the Guest of Honor Country. Zhu is also head of China Books， a third-party
3、seller on A. He explained the establishment and performance of the online bookstore， as well as bestselling Chinese books， and gave insights regarding the challenges facing Chinese booksellers and publishers overseas. Here are edited excerpts from the interview： Beijing Review： What is China Books b
4、ackground？ Zhu Xiaojie： As Chinas national strength improves， the international community is becoming increasingly interested in the Chinese society. However， without accurate and efficient information， the “China threat” rhetoric and other misunderstandings are likely to be spread throughout foreig
5、n media. China Books， launched by the China International Book Trading Corp. in September 2011， is not just tasked with selling Chinese books， but also to set up a platform spreading Chinese culture， display contemporary China and give more overseas readers a realistic and vivid picture of China. By
6、 collaborating with A and making use of well-established international sales networks， were hoping to provide a broader international platform for Chinese publications and foreign readers. China Books is As first special bookstore named after a country. Making use of the websites advantages to provi
7、de overseas readers a convenient way to learn about China is the goal we are devoted to. Is China Books performing well？ The bookstore strives to promote recommended books in an accurate and timely manner. Weve also designed a new list of recommendations， providing introductions to the books in both
8、 Chinese and English. As a result of our efforts during the past four years， China Books has become one of the top seven special bookstores on the main page of As book section. Since its launch， China Books number of searches and clicks has been growing exponentially. Even if some users dont purchas
9、e books from our store， they can still peer into Chinese publications and culture through our channel. Our bookstore has become an important window into China， selling and displaying Chinese publications to the world. In the meantime， to meet the standards of the largest global e-commerce platform a
10、nd build an expressway for Chinese publications sold in the United States， our company has set up a center for international e-marketing. This e-marketing project is run by a professional team responsible for the daily operation of China Books. The bookstore is completely connected to As suppliers a
11、nd logistics service providers， ensuring efficiency. The delivery service can be provided by A or directly from China. China Books has also joined As global selling program， a delivery service being provided to 185 countries and regions in the world. This allows us to realize our goal of serving mor
12、e overseas readers. During the Book Expo America 2015， China Books launched a special online promotion for Chinese publications， collecting hundreds of books from the 104 Chinese publishers taking part in the expo. This was not only an opportunity for print media， but also offered a chance for U.S.
13、readers to browse excellent books from China through the Internet. This endorsement has helped spread China Books name recogni- tion， as well as enhanced our influence among publishers. We have also organized online readersforums， allowing us to communicate with our readers and clients in North Amer
14、ica. We are constantly looking to create opportunities to further expand the bookstores reach throughout the world. We plan to bring more Chinese books to the world， promote Chinese-foreign cultural exchanges and meet the demands of our overseas readers. Are the books selling well？ What kinds of boo
15、ks are most favorable among foreign readers？ By now China Books has sold 420，000 varieties of books from 592 Chinese presses covering history， culture and contemporary China. Most of our readers are students from schools with Chinese language courses and business people conducting trade with China.
16、We also have a number of customers who are overseas Chinese or readers interested in Chinese culture as well as those planning to travel to China. Reviews from overseas readers within the past four years have shown that our customers prefer reading topics regarding our economy， culture and entertain
17、ment in order to understand China. Novels， childrens books， calligraphy copybooks and language textbooks are best-sellers. Classic works such as The Analects of Confucius and The Art of War are favored by readers. Our sales data also show that more and more novels of contemporary Chinese writers， su
18、ch as Red Sorghum by Nobel laureate Mo Yan， To Live by Yu Hua， and The Three-Body Problem， a science fiction by Liu Cixin， have been accepted by the overseas market. This indicates that Chinas philosophy is gradually being accepted. Also， Chinese culture is rapidly becoming a top interest among other worldwide cultures.
