
While Apple’s ceremonial unveiling of its new e-reader was met with excitement at home in the United States, in China the response was decidedly muted. This should not, however, be mistaken for a lack of enthusiasm for the new technology, in fact, the opposite is true. Rising demand for e-readers among Chinese consumers has led to a boom in homegrown alternatives, with Hanvon-brand readers, designed by the Beijing-based Hanwang group, leading the pack.
The first domestically produced e-reader, or tablet, dates back to more than a decade ago. But it wasn’t until 2008, that the e-reader really began to take off in China. The Hanvon reader, which last year purportedly sold as many as 500,000 units, leapt to the public’s attention thanks largely to a near ubiquitous advertising campaign.
According to Liu Yingjian, Hanwang’s founder and chairman, the company, which now accounts for as much as 95 percent of the Chinese e-reader market, spent in excess of 100 million yuan (US$14.7 million) advertising Hanvon e-readers in 2009, and plans to invest an additional 150 million yuan (US$22 million) in 2010.
However, having made a modest net profit of just US$12.6 million in 2009, such a large advertising budget is not without its risks. As Liu put it, “We are a privately-held company and need to be careful with every penny we spend. Luckily, our sales revenue is currently bigger than our advertising expenditure.”
Such boldness, however, would appear to have been rewarded. Since becoming listed on the Shenzhen stock exchange on March 3, the company has seen its share price rise 96 percent from its initial public offering of 41.9 yuan (US$6.1) to close at 82 yuan (US$12) on the first day of trading.
Although the company currently dominates the e-reader market, the success of Hanwang has helped foster a new generation of domestic competitors, with companies such as Tianjin Jinke Electronics, and Guangzhou E-View Electronics now aggressively looking to expand.
A Quick Take-Off
According to Display Search, an information provider on display supply chains and display-related industries, the sales of e-readers in China will grow from 800,000 units in 2009 to 3 million in 2010, taking up 20 percent of the global market.
Industry insiders went further still, predicting that China will replace the United States to become the world’s largest e-reader market by 2015.
In addition to traditional market players like Hanwang, which focus on hardware and e-paper technology, many other players, such as mobile carriers, publishing entities, and online content providers, are also being lured into the sector, eager for a share of the rapidly expanding market.
By contrast, foreign brands appear indifferent towards the Chinese market. Amazon, makers of the popular Kindle e-reader, told NewsChina that they were closely observing China’s e-reader market and reading habits, but stopped short of saying when it would launch the Kindle in China.
However, a lack of foreign competitors does not appear to have dented the growth of the Chinese market, this year alone, the number of e-readers on the market is expected by some optimistic estimates to reach 400, compared with less than 30 in 2009.
Tapping Business
Content is a key factor in the e-reader market. Technology companies, lacking content resources, have to cooperate with a variety of content developers.
According to media reports, Hanwang has agreements with more than 100 such companies, including publishing houses and newspapers. However, according to Hanwang’s Liu Yingjian, Hanwang still has insufficient content resources.
Unsurprisingly, cooperation between publishers and e-reader manufacturers is not always as smooth as both sides would like. According to Liu Chengyong, general manager of the China Publishing Group Digital Media Co, traditional publishers place less and less trust in e-reader manufactures. “Experience shows that the rights of traditional publishers will become increasingly fraught after they transfer copyright to e-readers,” he said.
Publishing companies are inclined to launch their own e-readers, rather than share profits with fledgling technology partners. For example, the Shanghai Century Publishing Group and the China Publishing Group launched their own e-readers in March and April respectively.
According to Liu, the China Publishing Group is planning to set up an online publishing platform to bring other publishers into an alliance. “Content providers need to be unified when bargaining with hardware providers, only then will they be able to claim back the real value of the content resources they provide.”
Newcomers
While content providers and traditional e-reader manufacturers are trying hard to seize the market, mobile telecoms are fast becoming a “third party.”
In September 2009, China Mobile, the country’s dominant mobile telecom carrier, announced plans to invest 500 million yuan (US$73.3 million) over the next five years, to establish a so called “reading base” in Zhejiang Province. The reading base is in fact a consortium of content providers, including the China Publishing Group, the China CITIC Press, Zhejiang Publishing United Group, and Shanda Literature, China’s leading online publisher.
China Mobile later joined with Huawei Technologies, the country’s largest telecom equipment provider, to design tailored handsets, the first of which became available on the market earlier this year.
In early May, the telecom operator announced a plan to fully engage in the e-reader market and launched a host of new reader phones. Gong Tianhua, general manager of the Zhejiang Mobile, a subsidiary of China Mobile in charge of the concrete operation of the e-reader business told media, “We don’t expect to see a profit in the next three years,” adding the primary focus for the time being is to accumulate a readership.
Zhang Yanan, a senior analyst with Analysys International, an Internet information service provider, believes that telecom carriers have a competitive edge in the e-reader market due to their advantageous position in integrating content resources, business channels, phone handsets and users.
According to media reports, the country’s two other telecom carriers are also weighing up the benefits of entering into the e-reader market. China Telecom is apparently planning to set up a reading base in Zhejiang, while China Unicom is looking at doing the same in Guangdong.
The huge subscriber base of China’s combined telecom network, estimated to be more than 600 million, offers a tantalizing prospect for prospective partners.
Hanwang chairman Liu Yingjian is also worried about the potential monopoly posed by the entry of China Mobile. “TD-SCDMA technology, a homegrown third-generation mobile telecommunications technology developed by China Mobile, will bring massive changes to mobile use, and may consolidate the mobile carrier’s dominant position in the market,” he said.
According to a survey by Analysys International examining mobile phone use among Chinese consumers, only 9 percent of respondents use e-reader devices, while only 14 percent say they are paying attention to this new trend.
However, should consumer habits change, the potential purchasing power of 600 million mobile users would no doubt tempt a new raft of investors, businesses and technology manufacturers. In such a scenario, it would only be a matter of time before Western competitors renew their interest in the Chinese market, but by then, of course, the horse may have bolted.