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7月5日,中信出版集团成功登陆A股市场,正式在深圳证券交易所挂牌交易,一场走了三年的“转板路”终于有了结果。

On July 5, CITIC Press Group successfully joined the A-share market and officially went public at the Shenzhen Stock Exchange. The three-year-long “journey of transfer” finally panned out.

作为首家在新三板上市的国有出版公司,中信出版集团早在三年前就谋求在创业板上市,但此后,IPO申请就一直处在审核阶段,直到今年7月,中信出版集团才正式登陆创业板。

As the first state-owned publishing firm listed on the New OTC Board, CITIC Press Group sought to go public on the Second-board Market as early as three years ago. However, its IPO application was under review until July this year, when CITIC Press Group officially made it to the Second-board market.

中信出版的前身是成立于1993年的中信出版社,在2008年改制为中信出版股份有限公司,再后来发展成为中信出版集团。目前,中信出版的主营业务包括图书出版与发行、书店零售及其他文化增值服务。上市当天,中信出版集团董事长王斌赴现场敲钟。

CITIC Press Group was initially founded as China CITIC Press in 1993. It was restructured into CITIC Publishing Company Limited in 2008 and developed into the CITIC Press Group later. At present, its main business includes book publication and release, bookstore retail and other value-added cultural services. On the day of the listing, Bin Wang, President of CITIC Press Group, rang the bell in person.

尽管IPO一拖就是三年,但数据显示,中信出版在过去几年中的业绩增长稳定。2016-2018年营业收入分别为9.77亿元、12.71亿元、16.34亿元,净利润分别为1.28亿元、1.87亿元和1.96亿元。

Even though the IPO took three years, statistics show that CITIC Press Group has been growing steadily in the past few years. In 2016-2018, the operating income totaled RMB 977 million, RMB 1.271 billion, and RMB 1.634 billion, with net profits of RMB 128 million, RMB 187 million and RMB 196 million respectively.

不过中信出版也在招股书中明确表示:

However,CITIC Press Group also clearly stated in the prospectus that:

近年来数字媒体的迅速发展,特别是互联网、手机等移动终端以及其他新媒体的发展,改变了人们对媒介的传统认识和消费理念,也对传统出版物的生产方式、运作流程和销售收入造成了一定的冲击。目前,本公司主营业务收入来源仍主要以纸质媒介为主,如果今后本公司在数字出版和新媒体应用方面的拓展跟不上社会新媒体的逐渐普及和图书出版数字化技术的变革,则可能对本公司的经营造成一定不利影响。

The rapid development of digital media in recent years, especially the development of mobile terminals such as the Internet and mobile phones as well as other forms of new media, has transformed the conventional understanding and consumption philosophy of media, and also impacted the production, operation and sales of traditional publications. Currently, the main source of income of the company’s business still largely relies on paper media. If the company’s business expansion in digital publishing and new media applications cannot keep up with the gradual popularization of new media forms and the technological revolution of digital book publishing, it may exert certain adverse impacts on the company’s operations.

根据开卷信息《2018年中国图书零售市场年度报告》显示,去年全国图书销售码洋达894亿元,其中实体书店销售码洋321亿元,同比下降6.69%。在亚马逊、当当网、京东等线上图书渠道日渐成熟后,实体书店的生存空间进一步被压缩。

Based on “The 2018 Annual Report on China’s Book Retail Market” by OpenBook, the total price of books sold nationwide last year reached RMB 89.4 billion, among which RMB 32.1 million was generated by physical bookstores, a year-on-year decrease of 6.69%. As the book channels online such as Amazon, DangDang and JD gradually developed, the growth potential of physical bookstores has been further suppressed.

早在2015年挂牌新三板时,时任中信出版集团总裁的王斌就曾表示,“我们面临一个转型的时期,集团将全力从一家传统的出版社转型为一家内容创意传播公司。以品牌愿景、创意能力、内容与技术融合的手段,在相互隔膜的读者群里做真诚的呼唤者,在这个信息洪盛庞杂的世界里做思想的领路人,在这个行业做慨然从容的先锋者。”

As early as 2015 when CITIC Press Group was listed on the New OTC Market, President Bin Wang stated, “We are facing a period of transformation. The company will fully focus on transforming itself from a traditional publishing house to a creative content communications company. With brand visions, creativity and combined means of content and technology, we strive to be a genuine speaker among the group of isolated readers, a thought leader in the world of overflowing information, and a composed pioneer in this industry.”

本期《艾问顶级人物》,艾问创始人艾诚对话中信出版集团董事长王斌,看慨然从容的先锋者如何砥砺前行。

In this issue of “iAsk Top Leaders”, iAsk Founder Gloria Ai spoke with Bin Wang, President of CITIC Press Group, to see how the composed pioneer strides forward.

艾诚:大家都已经把传统出版社贴上了一个夕阳行业的标签,伴随着纸媒的势弱,大家都在探索新的赚钱的门道。一种说我不仅出书,我把它当成一个IP,开发游戏、开发电影;另一种方法是培训,线上的、实体的、教辅类,朝培训的方向去发展。那中信呢?

Gloria Ai: Nowadays people label the traditional press sector as a sunset industry. As paper media decline, people are exploring new ways to make money. Some people not only publish books, but also create IP and develop games and films; another way is to provide trainings, either online, offline, or educational. What about CITIC?

王斌:我觉得可能都不会是那个方式,我是这么看。我觉得未来整个市场可能需要一个突破,比如我举个例子,中国某个社交平台的写作者,像微博这样哪怕就简单写字的人,都有250万人以上。过去我们把出版当做一个非常隆重神圣的一套体系,因为作者可能就那几万人,大量的可能还都是兼职的,比如他是教授,他是研究员,他愿意写本书。但其实writer是可以作为一个职业的,中国真正靠出书养活自己的人不多,或者说还是蛮艰难。

Bin Wang: I don’t think we will take those paths. From my perspective, the entire market might need to make a breakthrough in the future. For instance, the number of writers on some social platforms in China or those who simply write a few words on Sina Weibo amounts to over 2.5 million. We used to treat publishing as a very sacred process, in that there were only tens of thousands of writers, a large number of which were part-time ones. For example, they could be professors or researchers, who are willing to write books. However, as a matter of fact, writer can be a full-time profession. In China, not many people make a living by writing books, since it is still quite challenging.

艾诚:那您对产品负责,还是对公司的营收负责?

Gloria Ai: Are you responsible for products or the company’s revenue?

王斌:我们要对这个企业价值负责,短期要盈利,长期要增长,最主要是基业常青,而基业常青是活在市场,活在人的心目中的,不是活在报表里面的。

Bin Wang: We need to take responsibility for the corporate value. In the short term, we need to make profits; in the long term, we need to grow. The most important thing is to establish a long-lasting business foundation, the essence of which is to exist in the market and in people’s minds, rather than in financial statements.

我觉得站在商业角度看,书店绝对不是个直接挣钱的一个好营生。但是我们讲,城市不能没有书店,我们的下一代,比如我们的小孩,年轻一代成长的时候,他都没见过书店,我想这是不可以的。还有一个,其实这是对纸书的判断,如果纸书一直存在,怎么可能没有书店。

I think from a commercial perspective, running a bookstore is definitely not a profitable business. However, it is said that cities cannot go without bookstores. For the next generation and for our children, it would be unbearable if the younger generations never get a chance to see bookstores when they grow up. For the record, it was my forecast for paper books. If paper books always exist, how could bookstores be eliminated?

艾诚:您曾经说2020年会是出版业的一个拐点,现在还这么认为吗?

Gloria Ai: You once said that the year 2020 would be a turning point for the publishing industry. Do you still think so?

王斌:拐点大家想象的应该是一个曲线,它有起落,但我觉得还有另一个维度,拐点会有一个切线,高高立起。所以我觉得出版业的价值会通过也许是技术,也许是市场的力量,在那个方向有一个释放,这个释放可能超出我们今天讨论的想象。

Bin Wang: People might imagine seeing a turning point on a curve, which has peaks and troughs. But I think it can be viewed from another perspective, where there will be a steep tangent line at the turning point. Therefore, the publishing industry might demonstrate its value with the power of technology or the market, which might exceed our imagination as discussed today.

传统出版的价值链完全是服务于作者,不是服务于读者,如果从问题导向,从需求导向,重新组合内容,用出版的逻辑和价值重新组合内容,我认为是战无不胜的,我们力图往那个方向去。

The value chain of traditional publishing focuses entirely on writers, instead of readers. If it’s driven by problems or demands, and if the content can be restructured with publishing logic and value, the sector would be invincible in my opinion. We’re striving toward that direction.

艾问快答

iAsk Quick Q&A

艾诚:您认为自己是一个成功的商人吗?

Gloria Ai: Do you think you are a successful businessman?

王斌:不是。不成功的商人。

Bin Wang: No, I am an unsuccessful businessman.

艾诚:您是一个霸道总裁吗?

Gloria Ai: Are you a demanding boss?

王斌:是。

Bin Wang: Yes.

艾诚:您是一个危机感很强的人吗?

Gloria Ai: Do you have a keen sense of crisis?

王斌:是。

Bin Wang: Yes.

艾诚:您靠什么保持较高的工作效率?

Gloria Ai: How do you maintain high work efficiency?

王斌:激情。

Bin Wang: Be passionate.

艾诚:中信出版目前最大的对手是谁?

Gloria Ai: Which company is the largest competitor for CITIC Press Group?

王斌:没有。对不起,真得这么说,没有。

Bin Wang: None. Sorry, I really have to be honest. There’s none.

艾诚:未来您最看好的商业领域是什么?

Gloria Ai: What do you think is the most promising business sector in the future?

王斌:所有跟人的体验相关的,我认为都有意思。

Bin Wang: Everything related to people’s experience is interesting to me.

艾诚:一个成功的创业者最重要的素质是什么?

Gloria Ai: What is the most important quality of a successful entrepreneur?

王斌:必须要有理想,必须要坚持。

Bin Wang: They must have ideals and persist.

艾诚:您性格里面最大的特点是什么?

Gloria Ai: What is the biggest characteristic of your personality?

王斌:追求完美。

Bin Wang: Pursuit of perfection.

艾诚:满分一百分,您给中信出版打几分?

Gloria Ai: Out of a hundred points, how would you rate CITIC Press Group?

王斌:80到85分吧。

Bin Wang: 80 to 85 points.