By innovating publishing model, strengthening incentive mechanism, training specialized personnel and building information platform, etc., Southern Publishing & Media Company Limited (hereinafter referred to as "Southern Publishing & Media") took geographical, cultural, language and business advantages peculiar to Guangdong to promote "copyright export abroad", and was again awarded "Key Enterprises of National Culture Export" by ministries and commissions including Ministry of Commerce and General Administration of Press and Publication, etc.
　　1 Copyright Export
　　In 2012, Southern Publishing & Media signed a total of 170 kinds of copyright export projects (excluding Hong Kong, Macao and Taiwan regions), which increased by 70% compared to last year. The ratio of export projects to import projects was 2.8:1, and achieved a continuous trade surplus of copyright business. Exporting countries included the United States, Canada, United Kingdom, Germany, Italy, South Korea, and Vietnam etc., and books exported to major countries in Europe and America accounted for 52%, which reflected that Southern Publishing & Media was committed to the development strategy of expanding Western mainstream publishing market.
　　In this year, Southern Publishing & Media exported abroad a variety of books reflecting the status of contemporary China's reform and opening-up, socio-politics, economic and cultural development. Being successively exported to the United States and South Korea, 60 Years' Development of Constitution in PRC systematically expounded the changes of constitutional system since the founding of new China 60 years ago, with main focus on the superiority of socialist system and the importance of leadership of the Chinese Communist Party; Flow China panoramically recorded the sorrow and joy, separation and reunion in the lives of China's flowing population and explored the historical changes of China's flowing population since the founding of new China, especially the reform and opening-up, and its German and Italian versions were purchased by foreign businessmen at the same time in this year's London Book Fair; A series of books, such as Wisdom Creation Made in China - New Journey beyond Manufacture, Chinese Enterprise Crises Management, Marketing Principle and Practice in Local Chinese Market, You Don't Understand Lenovo, Strategic Password of China's Color TV, revealed the road to success for modern enterprises from the perspective of the transformation of Chinese economy, and were exported to the United States and Canada. 　　2 International Publishing Cooperation
　　Southern Publishing & Media actively expands the mainstream market in Europe and America, builds strategic partnership with mainstream media in Europe and the United States, and explores cooperation in terms of product, copyright, capital, etc.; and also emphasizes on the development of neighboring countries in Asia, especially Southeast Asian market, in order to export more excellent publications to overseas countries and regions.
　　In 2012, Southern Publishing & Media signed a strategic cooperation agreement with Hungarian Donau International Publishing Group, and agreed to carry out deep cooperation in terms of copyright business, book project investments, and equity investments etc., which made itself the first domestic publishing group that carried out all-round strategic cooperation with Hungarian publishing house; signed cooperation agreement with Italian Gambero Rosso Holding SpA in terms of specific projects such as a magazine named Wine and happy & educational television channel etc.; continued to deepen cooperation with Sino United Publishing (Holdings) Limited, promoted Wan Li Book and Guangdong Science & Technology Publishing House to establish a joint venture company in Guangzhou as soon as possible from the level of stock company, carried out business cooperation in forms of thematic book fair, special bookrack visit and exchange, etc. through North America bookstores of Sino United Publishing (Holdings) Limited, and both parties chose the appropriate timing of restructuring overseas market and establishing a bookstore; meanwhile, established cooperative relationship with a large number of foreign professional publishing houses such as CLASS EDITORI publishing & Media Group from Italy, Springer-Verlag from Germany, Publish On Demand Global from the United States, etc. Guangdong People's Publishing House and Guangdong Education Publishing House, which are both under Southern Publishing & Media, have respectively signed the strategic cooperation agreement with Korean Talent Education Limited Company and Korean Apricot Publishing House.
　　3 Export of Digital Publishing Product
　　Based on the export of 100 book digital copyrights in 2011, Digital Publishing Co., Ltd under Southern Publishing & Media redoubled the export amount and increased the export channel in 2012, and singed sales agreements of digital copyright of 100 Cantonese-version books with Ingentaconnect to achieve overseas publishing of book content via "Ingentaconnect Global Digital Library Platform"; signed a full library of more than 2000 kinds of book sales contract with Amazon, and the first batch of 268 books are online; achieved the sales of 10 versions of 5 kinds of electronic-books with Apple Store. Besides, Digital Publishing Co., Ltd built business connection in terms of digital publishing with several overseas publishing houses, such as Publishing Technology from the Britain, Publish on Demand Global from the United States and Technology Co., Ltd from India, etc. 　　4 Export of Material Subject
　　Southern Publishing & Media plays its geographic advantage and draws support from Hong Kong to extend its cultural product export business to multiple regions around the world, such as Southeast Asia, Northeast Asia, the United States and Canada, etc. Southern Publishing & Media has attended the Hong Kong International Book Fair for several years in a row, regarding it as an important platform to promote Chinese culture and cultural exchange and cooperation between Guangdong and Hong Kong. In each year’s Hong Kong Book Fair, Southern Publishing & Media has the largest stand area and the highest exhibition sales volume among its Chinese peers, and holds a big market of simplified-Chinese-version book sales. In 2012, Southern Publishing & Media organized a total of more than 1200 kinds of books to participate in the Hong Kong Book Fair, and achieved total sales of RMB 1.22 million.
　　In 2012, companies under Southern Publishing & Media which own import and export right, for example, foreign language bookstore, achieved US$500,000 of export sales of publications (including book, newspaper, audio-video and electronic product) and a total of more than 200,000 export of books, magazines, etc.
　　Teenagers Digest, a monthly magazine under Southern Publishing & Media, has been successfully exported to several countries in Southeast Asia by relying on mature overseas distribution channel, and its monthly issue has reached a fixed circulation of more than 8,000 volumes only in Singapore, which makes itself the circulation champion of imported Chinese journals in Singapore. In 2012, except from maintaining an overwhelming superiority in the Singapore market, Teenagers Digest actively developed the Malaysian market and has made great progress, with its monthly subscription increased to more than 7,000 copies and a year-on-year increase of 150%.
　　5 Exports of Cultural Service
　　The cultural service export business such as foreign printing and foreign disc copy of Southern Publishing & Media has developed rapidly. In 2012, the foreign disc copy of Guangdong Weiya Optical Disc Co., Ltd. amounted to 9.1 million, and its sales amount reached to US$1 million, which far exceeded the standard of foreign disc copy for key enterprises.
　　II. Smooth Going-on of the Copyright Export Abroad
　　In 2012, Southern Publishing & Media declared more than 50 kinds of recommended publications and nearly 70 funded application projects. Meanwhile, Southern Publishing & Media organized and completed the 2012 publication repurchase and the 2013 publicity topic selection of the State Council Information Office. 　　In 2012, Cultural History of the Yuan Dynasty, one book of Southern Publishing & Media that funded by the "Two Projects", was published its Vietnamese version by the Vietnam Red Germany Press, and its first printing was 3,000 copies. The Vietnam Red Germany Press organized a group of Chinese experts to involve in the translation of the book and the refereeing after its completion, in order to guarantee the high quality of the translation. After being put on the Vietnam market, the book was welcomed by major distributors, quickly accessed to the traditional sales channel of Vietnam books and was introduced on Vietnam's largest-circulation newspaper, due to being the first book to introduce the history of China's Yuan Dynasty. In addition to have readership that study Chinese culture, this book also has good prospect in sales that it is favored by readership who need to do business with Chinese because they think this book is helpful to better understand Chinese culture and history; German version of funded Growth Rings of the Street was published by Germany Zambon Press at the end of 2011, and got the attention and praise of the exhibitors when it appeared in the major European book fairs as a key recommendation of the Zambon Press in 2012; English version of 60 Years' Development of Constitution in PRC also received financial aid and was published at the end of 2012.
　　In 2012, Southern Publishing & Media took full advantage of the China Book International Website and China Book International, the English magazine, to recommend its excellent publications, as well as exhausted all possibilities to related publicity. The annual total of recommended books on promotion website amounted to nearly 300 and news released amounted to nearly 100; there were several articles, such as book reviews, book news and color page advertisers etc., that had been published in China Book International.
　　Execution of "China Book International"
　　1. Create the Base of Cultural Industry and Build the System of Copyright Export Industry
　　Southern Publishing & Media is following the route of "Hong Kong and Taiwan regions Chinese area in Southeast Asia International Chinese Area Western Mainstream Market" and striving to be the bridge and link of the culture "export abroad" strategy of the state by constructing the content production base for the culture "export abroad", the export base for products, and the logistics base for press works actively.
　　Southern Publishing & Media carries out deep publishing cooperation on three aspects (product, copyright and capital etc.) and jointly develops publishing products facing the world by establishing strategic cooperative relationship with many overseas Chinese media enterprises. The virtuous cycle with “business supporting originality”, “trade promoting research and development” is being formed. Meanwhile, Southern Publishing & Media positively develops the great potential market of Chinese education, gradually enlarges the overseas marketing network with Hong Kong as the platform, continuously promotes the competitiveness of the overseas network and the brand influence, enhances the background service level of the content products exporting sales, makes the scale of export sales big, broaden the marketing channel, and make an export base radiating home and abroad, servicing the whole china, and having certain international influence by combining with the book store online and bulids a logistics center and printing base radiating Northeast Asia, Southeast Asia, and even the whole world for the book publications and cultural products. And with that as the core, Southern Publishing & Media buildups a comprehensive international printing logistics industry base collecting the distribution center of domestic publications, national base for sale business, international printing base and comprehensive base for logistics service as a whole and providing services including printing, logistics, storage, process, packaging, office and supplementary services by attracting excellent printing enterprises and national publishing units to set up. 　　2 Track the Road with the Characteristics of Differentiation, Expand and Deepen Regional Cooperation
　　Southern Publishing & Media strengthened the exchange and communication on publication with surrounding countries, especially the countries in Southeast Asia and listed the expansion of the publishing market in Southeast Asia into the developing strategic plan of "copyright export abroad" while it was expanding the mainstream market in Europe and America. Southern Publishing & Media has built relatively stable customer relationship in Vietnam in recent years and export considerable books' copyright to Vietnam every year. On that basis, Southern Publishing & Media will set up an office in Vietnam, to radiate Southeast Asia from Vietnam, continuously expand the breadth and depth of the copyright trade with ASEAN (the Association of Southeast Asian Nations), and enlarge the cooperative scope with the publishing circle of ASEAN.
　　A strategic partnership agreement was signed between Southern Publishing & Media and Donau International Publishing Group in Hungary in 2012, which was the first time for the publishing houses of China and Hungary to cooperate all roundly on strategic level. Southern Publishing & Media cooperates with Donau Group in copyright trade, books cooperative publishing, printing, and capital cooperation with the publishing and distribution channel of Hungary scattered in the neighboring countries including Romania, Croatia, Serbia, and Czech Republic. The group will radiate book publishing and relevant business to Eastern Europe, Middle Europe, even the whole European Union with Hungary as the stronghold.
　　3 Enlarge the Result of Book Exporting with International Book Exhibition
　　Southern Publishing & Media attended the 42nd London International Book Fair and the 64th Frankfurt International Book Fair in 2012 and achieved excellence as following. It was granted Excellent Copyright Export Award issued by General Administration of Press & Publication in the activity with China being the main guest of honor in London International Book Fair. Moreover, it was rating in the top five of the national exhibitors in the number of copyrights export in this Frankfurt International Book Fair, which has been increased by about 70% comparing with last Frankfurt International Book Fair, together with China International Publishing Group, China Publishing Group, and Phoenix Publishing & Media Group, etc.
　　In addition, Southern Publishing & Media also sent its staff to attend important international book fairs including Children' Book Fair in Bologna, Italy, Hong Kong Book Fair, Beijing International Book Fair, Chinese Book Fair held in Vietnam and Cambodia, and Cross-Strait Book Fair. It took full advantage of the platform of international book fair to expand its overseas influence, accumulated more extensive partner group and promoted more fruits of copyright trade. 　　4 Further Perfect the Assessment and Incentive Mechanism of "Going Out"
　　The Instruction Opinion for Strengthening the Publishing of General Books and Electronic and Audio-visual Publications and Implementing Rules issued by Southern Publishing & Media specified clearly to reward the program of copyright export, to support the project of "going out" and to subsidize the translation of books with copyright export. Southern Publishing & Media establishes a target requirement for the program of "copyright export abroad" for its subordinating publishing houses according to the completion of the export program of each unit in former years and lists it into the assessment system of annual performance target.
　　Southern Publishing & Media funds the copyright trade personnel of each publishing house to attend the large international book fairs such as Frankfurt International Book Fair every year and focuses on the stability of the team of copyright trade. In order to strengthen the management of copyright trade personnel, it issued The Methods for the Management of Copyright Trade Personnel in Joint-Stock Company (Trial Implementation). The copyright trade personnel in each publishing house becomes relatively mature, is relatively familiar with the business, has stable overseas customer and has gained good marks in the copyright trade after several years’ training and experience accumulation. Then, Southern Publishing & Media drives the copyright trade personnel to do business better by further strengthening the measures including performance assessment. It increases the strength of reward to the copyright trade personnel with remarkable performance and adjusts the copyright trade personnel with no effect for doing business for a long term, thereby ensuring the successful implementation of "copyright export abroad".
　　New Exploration of the "Copyright Export Abroad"
　　The unavoidable trend of global digitalization puts impact to the traditional publishing industry to a certain extent. Meanwhile, it also creates more space for the extension of publishing content and the seeking of cooperative opportunity. In the case of copyright trade, the "export abroad" of digital publishing has characteristics of fast spread velocity, wide coverage, low cost, great influence and significant effect, thereby becoming a new approach for "copyright export abroad". Consequently, Southern Publishing & Media expects to take digital publishing as part of the "going out" strategy, and incorporate it into assessment and funding system of the "Two Projects" to evaluate, support and reward the export program of digital publishing. Comprehensive consideration can be done in according to the export types and channels in each year, export scope, and earnings of the digital publishing program due to some differences between the export of digital content and the export of paper books.
　　Quite a few important programs of "copyright export abroad" of Southern Publishing & Media were successfully issued abroad after getting funded and gained certain social effect and economic benefit. The project list (including the language funded and amount of funding, etc.) having received fund from the "Two Projects" shall be announced on the website of China Book International in future. Except from at the annual meeting once a year, China Book International shall provide exchange platform by means of regularly recognizing meetings with different subjects and building work groups for the members of the plan of export overseas online to promote the effective work of the "Two Projects".