Selling novels in China

[aweis]

China has the largest consumer base in the world and is coming online more and more every day. Has anyone considered or tried marketing/selling their books there? How can you go about it? Are we talking about finding a Chinese book agent, going directly to a Chinese publisher, not to mention the host of talks regarding rights, etc.? I'd like to take a shot at selling my stories there somehow.

If they can make everything else and sell it here, why not make a story here and sell it there? Times are changing, ignoring a population base of 2 billion to me is downright foolish. They outnumber Americans more than 6 to 1.

Any thoughts/experiences with this? Seems there is a ton of potential there, too much to ignore.

[Cathy C]

There was a really good article about this very thing in a recent Publisher's Weekly. I'll see if I can find it. It had the names of the top publishers over there, and I think a few agents.


Stay tuned... :)

[aweis]

Thanks! I look forward to it!

[jst5150]

Just taking a WAG at this, I'd guess government controls have more to do with publication than actual process. However, if you're willing to sneak into the blackmarket, it's worked for DVD and software sales! :-)

Speaking of the DVD market, there's a fantastic article called "The Decline & Fall of Randolph Hobson Guthrie III (http://www.wired.com/wired/archive/13.10/guthrie.html)" in Wired. The guy was an heir to millions, got 1550 on his SATs and destined for greatness. He was also, however, slightly autistic, shunned his Ivy league teachings, failed at the stock market and moved to Beijing to sell $3 DVDs. GREAT reading about those trying to economically colonize the Chinese frontier.

[James D. Macdonald]

Answer this one question: Why would Chinese readers want to read your book?

[aweis]

Why would Chinese readers want to read my book? I don't want to sound sarcastic, but perhaps they would find the subject matter interesting would be my first best guess.

I'm curious to see how the subject matter of my book would go over in a completely different culture on the other side of the planet.

[Sassenach]

Keep in mind that China is the world leader in bootleg/counterfeit products, including books, DVDs and CDs.

Your publisher usually handles subsidiary rights.

[James D. Macdonald]

I don't want to sound sarcastic, but perhaps they would find the subject matter interesting would be my first best guess.

Okay, what is it about your subject matter that Chinese readers would find interesting?

Readers are the most selfish people in the world. When they're standing in a bookstore the sole thought in their heads is "What's in it for me?"

[Jamesaritchie]

Answer this one question: Why would Chinese readers want to read your book?

Isn't this like asking why the Germans would want to read your book? Some of my best fan latters have come from Germany. Or why the Mexicans would want to read your book? Or why the Spanish would want to read your book? The Chinese like a good story as much as anyone, and for the same reasons. The Chinese, in fact, seem to be big fans of western books, just as they're big fans of western TV and western movies. The problem is with the Chinese government, and with the fact that China seldom follows copyright laws.

People are people, and some of my favorite books have been by Chinese writers.

[zeprosnepsid]

I wonder if you'd had to write your book in a Chinese style for it to be popular. Have you ever read a Chinese book? They are very different from American books. The style is fairly simple due to the nature of the language. It's not very descriptive or flowery. The novels I've read are very matter-of-fact and plot heavy -- not a lot of character development. And I've only read big selling novels since that's all I have access to. I really don't think the writing style of Chinese novels would interest an American novelist. It's sort of the opposite of the way we learn to write here and the kinds of things we prize in writing. (That being said, they do seem to like Harry Potter over there...)

I don't know how great a market China really is because the exchange rate is crap. In China your book would cost like $1 (and this doesn't account for the counterfeiters who will sell it for half as much) and you'd need to sell 12x as many to make as much as you would here. You should go after the Japanese market. It's a very literate country (China may have a billion people, but not nearly that many of them know how to read) and the yen is through the roof. You would only need to sell less than half the amount of books you'd sell in America to make the same amount of money.

I only just now saw James' post and wonder what Chinese writers he reads and whether they are more popular outside their own country than in (like most Chinese movies popular outside of China). I don't think it's fair to compare Easteners to Westerners. The kinds of things Europeans like and Americans like are not ultimately that different. Our language and styles aren't that different. But I do think that the gap between Eastern culture and Western culture is wide. The values are quite different. Sure, some Western things are popular in China, but not more so than a lot of domestic product. Korean TV shows do better in China than American ones (I believe they show Desperate Housewives there and they don't really get it). Certain stories will transcend boundaries but I don't think all well written stories will resonate with all cultures.

[Aconite]

JAR, one difference is that the cultures you're talking about (German, Mexican, Spanish) share a set of similar cultural expectations about entertainment and similar outlooks on life and the world that may or may not be relevant to a non-Western audience. Crossover books have to be relevant to both (or more) sets of audiences. Aweis seemed to be thinking of the Chinese market purely in terms of numbers, and not in terms of taste.

[aweis]

I don't know anything about the Chinese market, hence this thread. All I know is that lots of American businesses manufacture there so I posed the question regarding novels. I have no clue how western books even get into eastern markets but you've given me some things to think about. Piracy, low prices\exchange rates are concerns of course as well as rights. All of it has to be taken into consideration like anything else. You've all given me great feedback though. Thank you all!

[maestrowork]

Answer this one question: Why would Chinese readers want to read your book?

Universal themes such as love, death, betrayal, honor, especially those values important to the Chinese culture, would fare very well in China. But you do need to know the Chinese market -- people don't read the same thing as they do in the States or Europe. Cultural issues, religions, etc. play key roles in what people will or will not read. Not to be rude, but, for example, a gay love story about two black women will not sell in China.

[Lyra Jean]

I had a story about a girl who wanted to lose weight she bought some diet pills and they turned her into a barbie doll. When I sent this story to my Dad's fiance (she wanted to read it) she just didn't get it. She's filipino. But wouldn't it just be the same if I sent it to China. I think it depends how much your story is set in your culture and values.

[Jamesaritchie]

JAR, one difference is that the cultures you're talking about (German, Mexican, Spanish) share a set of similar cultural expectations about entertainment and similar outlooks on life and the world that may or may not be relevant to a non-Western audience. Crossover books have to be relevant to both (or more) sets of audiences. Aweis seemed to be thinking of the Chinese market purely in terms of numbers, and not in terms of taste.

Yes, but the Chinese love American TV and American movies. I can't see why they would love a story on TV or film, and not love that same story in a book?

[maestrowork]

Yes, but the Chinese love American TV and American movies. I can't see why they would love a story on TV or film, and not love that same story in a book?

Because American TV and movies have celebrities in them. Arnold! Madonna! Al Pacino! Meryl Streep! Tom Cruise! If you look carefully, you'd see that movies and TV with familiar, internationally famous stars usually outsell those without by 1:1000. An obscure movie with obscure stars will never make it in China.

Books -- there's no star. So it depends on the author. Stephen King and John Grisham and Crichton will probably sell a lot of books -- they're literary celebrities, and they have movie tie-ins. Who in China doesn't know the author of Jurassic Park? Or the Firm, starring Tom Cruise! Asian authors also might fare well in China, except they would be competing with the local authors, who could be territorial.

[aruna]

If you want a huge market, I think you'd be better off eyeing India. They have a long tradition of living side by side with Westerners and have a lot of tolerance and understanding for Western culture.

Plus - and that's a huge plus - English is an official language in India, thus they wouldn't need to be translated. That's good news! ALL educated Indians speak English. Same with Pakistan.

Don't ask me, though, how to get on to the Indian market. Most big publishers have an Indian branch and so many of their books are printed there as well - mine are. I don't know how a small press would get there. You could try approching Indian publishers?

On the other hand, as with China, they sell for a lower price, and of course only those withenough education will be buying the books. And there's a huge piracy industry there as well.

[aruna]

Not to be rude, but, for example, a gay love story about two black women will not sell in China.

I have friends who do business in China; he says they stopped sending black colleagues over, because they were treated so rudely over there.

[zeprosnepsid]

Yes, but the Chinese love American TV and American movies. I can't see why they would love a story on TV or film, and not love that same story in a book?

They really really like Korean TV better. American shows and movies don't do as well in China as they do in Japan. But I don't know why you think they like American media so much. I don't think any American star is bigger in China than the big Chinese stars like Ge You, Stephen Chow or Faye Wong. In almost all countries of the world, the highest grossing movie of all time is still Titanic. China is one of the few countries where their highest grossing films are actually Chinese.

[zeprosnepsid]

I had a story about a girl who wanted to lose weight she bought some diet pills and they turned her into a barbie doll. When I sent this story to my Dad's fiance (she wanted to read it) she just didn't get it. She's filipino. But wouldn't it just be the same if I sent it to China. I think it depends how much your story is set in your culture and values.

This might sell very well in Hong Kong, they're culturally obsessed with diet pills =)

[aruna]

Universal themes such as love, death, betrayal, honor, especially those values important to the Chinese culture, would fare very well in China. But you do need to know the Chinese market -- people don't read the same thing as they do in the States or Europe. Cultural issues, religions, etc. play key roles in what people will or will not read. Not to be rude, but, for example, a gay love story about two black women will not sell in China.

In India it would be similar, and in most Eastern countries. The triumph of good over evil is a central theme in Indian movies, and of course love in all its shapes and forms - romantic, parental, and divine etc. But no sex please.

Indians simply adore stories and I can image that with economic growth we#ll have a huge market there.

My daughter corresponds with a 16 year old Indian girl. She's from a very poor family. Her father is a gardener - I know his from "back then". The family of five live in two tiny rooms, with no furniture, no windows, no appliances, and no running water. Yet she goes to an English Medium school and is very bright and very studious. IN a year or two she'll be going on to study aeronautics. She writes perfect English, and whenever she writes me (such sweet letters, addressing me as "Aunt"!) she asks for books.

There's a whole generation of readers coming up - just that they don't have the money - yet - for books. Westerners have the impression of India as a poor country with everyone living in mud huts in villages, but cities like Bangalore have a huge educated middle class, and book-reading is taken very seriously indeed. Just that they have certain preferances, as outlined above. Avant garde, plotless books wouldn't catch on there.

[Jamesaritchie]

They really really like Korean TV better. American shows and movies don't do as well in China as they do in Japan. But I don't know why you think they like American media so much. I don't think any American star is bigger in China than the big Chinese stars like Ge You, Stephen Chow or Faye Wong. In almost all countries of the world, the highest grossing movie of all time is still Titanic. China is one of the few countries where their highest grossing films are actually Chinese.

I think they like American TV and American movies from chatting with so many Chinese. The trouble is enough of them don't have the chance to watch American TV and American movies. But I also know bootlegged American movies, just like many other bootlegged products, sell faster in China that you can make them.

Of course the highest grossing films in China are Chinese films. But there are an awful lot of Chinese who would love to change this, or at least add a bunch of American films to the mix.

There's nothing about the Chinese that stops them from liking American TV, films, and books, other than a lack of opportunity.

It isn;t necessary to make American novels the top sellers in China, but the market is there to sell a lot of novels. All that's standing in the way is the Chinese government.

[Aconite]

It isn;t necessary to make American novels the top sellers in China, but the market is there to sell a lot of novels. All that's standing in the way is the Chinese government.
That's a whopping big "all," though, James. If my goal is selling novels, I should take government discouragement in that market into account. It's relevant and it's going to have an impact on my goal.

[aghast]

The Chines government is a big "if." They control everything, especially intellectual properties (Western ideas? They scrutinize them)

[zeprosnepsid]

I think they like American TV and American movies from chatting with so many Chinese. The trouble is enough of them don't have the chance to watch American TV and American movies. But I also know bootlegged American movies, just like many other bootlegged products, sell faster in China that you can make them.

Of course the highest grossing films in China are Chinese films. But there are an awful lot of Chinese who would love to change this, or at least add a bunch of American films to the mix.

There's nothing about the Chinese that stops them from liking American TV, films, and books, other than a lack of opportunity.

It isn;t necessary to make American novels the top sellers in China, but the market is there to sell a lot of novels. All that's standing in the way is the Chinese government.

You certainly talk to different Chinese people than I do. They do have access to some American movies and some American TV shows -- the ones that are big here like Desperate Housewives and CSI -- and all the major blockbuster films. But they do not perform as well as Chinese, Hong Kong and Korean product. Therefore, I think it's safe to say, Chinese people are not as interested in American product.

If the Chinese wanted to change the fact that the highest grossing films in China are Chinese films they would -- by seeing the American films released there. "Hero" was the highest grossing film in China and grossed $53 million in America (a lot for a foreign film). Chinese people would rather watch that than American films. Many Americans would rather watch that than American films.

Bootlegs of Chinese product sell just as fast as bootlegs of American product. I really don't think Chinese people have a need that is not being fulfilled for American product. Most American product flops in China and it has nothing to do with government control.

Look at recent appearances in the mainland. When Jackie Chan shows up, so do thousands of fans (and note, Jackie Chan -- a Chinese person -- is always bashing Hollywood product as crap and of no interest to Chinese people). When Lee Young-ae, a Korean star, shows up, so do thousands of fans. How about Schwartzenegger's recent trip to China? Not nearly as much.

China gets a lot less Korean product than American and it performs way better. Look at some numbers and some facts.

There is a quota on American product but there is no lack of opportunity. Do you think they get no American films and TV over there? Cause they certainly do. Especially on DVD -- Disney's entire major catalogue, I know for a fact because I used to work doing this, is legally available in China but no one buys 'Cinderella' or 'Aladdin'. The Chinese government is not standing in the way. They made censor somewhat -- for instance, Memoirs of a Geisha's release is being delayed in China so a sex scene can be cut for Chinese release -- but the movie still gets released there.

There simply are cultural differences between people who write and speak differently, eat different food and live different lifestyles -- I don't know why you can't accept that.

[Euan H.]

I think they like American TV and American movies from chatting with so many Chinese.
So this would be Chinese living in the US then? If they're in the US, you might want to consider that their opinions are not going to necessarily be the same as the opinions of the 1bn Chinese in China (most of whom have never left the country).
The trouble is enough of them don't have the chance to watch American TV and American movies. But I also know bootlegged American movies, just like many other bootlegged products, sell faster in China that you can make them.
I live in Thailand, but I imagine the situation is similar here to China. There's *always* a glut of pirate or cheap VCDs and DVDs here. I can buy a pirate DVD in the market for around 100B, that's about 2 dollars 50. There's never a shortage of movies, ever. Pirating in this country uses mass production. Trust me, if a movie has been pirated, there'll be copies available. The situation you're describing just doesn't happen.

Having said that, sometimes it can be difficult to get hold of local movies. There's a certain element of patriotism here as regards pirating locally-made movies. One historical pic (Suriyothai) was made by a minor member of the royal family, so no-one pirated it. For a while, it was difficult to find a copy of it. You can find bootleg local movies, but a lot of the Thais I know will buy originals of local movies--to encourage the industry.
Of course the highest grossing films in China are Chinese films. But there are an awful lot of Chinese who would love to change this, or at least add a bunch of American films to the mix.
Again, I'm in Thailand and not China, but I imagine the situation is much the same. The situation here is almost the opposite of what you describe. Thai people are proud (now, but for a long time, Thai cinema was moribund) of their movies. It's taken a high profile success (Tom Yam Goong, with Jaa Phanom) to do this. There's a definite air of wanting Thai films to do better now.
There's nothing about the Chinese that stops them from liking American TV, films, and books, other than a lack of opportunity.
Heh. If the pirating situation in China is the same as it is here, trust me--it's not through lack of opportunity. If I went to the Saphan Lek market in Bangkok, I could buy pirate DVDs of practically every movie Hollywood has made in the past twenty years. Added to that, i could buy pirated DVDs of many of the long running and succesful series as well (The Sopranos, all the CSI series, etc.)

Edited to add:

I just wanted to say that I don't want people to get the impression I buy pirated goods. It may make me somewhat dense, but I buy only original movies. This means I can usually only afford remaindered DVDs, but there y'go...

[aruna]

There simply are cultural differences between people who write and speak differently, eat different food and live different lifestyles .

This is very, very true. My son is in Thailand right now and is fascinated by all things relating to Thai/Chinese/Eastern culture. From my own experience (which is Indian, not Chinese, but has parallels) I can't help but agree that East and West are poles apart. The mentally is totally, utterly different. I am sure that in spite of all the aping of the West you find in these countries, there is such a deep reverence for their own traditions and way of thinking that they well never quite succumb. Indians manage the balancing act between east and West very well - but when it comes to the crunch, they will always stay true to themselves. I believe that's the same for other Eastern cultures.


By the way, Titanic was also not a number one hit here - though it made the Indian top five, it was the ONLY Western filn to do so. Bollywood runs rings around Hollywood.