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By contrast, Discover China, which was first published in September 2009, is a great success. This mandarin textbook uses several different media such as text, sound, and the Internet, and spreads Chinese culture while teaching the Chinese language. Each character in each story has been designed carefully, and even their ages are set after repeated deliberation. "Characters should serve teaching purposes, and be familiar to the target market." said Man Xingyuan, director of the FLTRP's Chinese division.
According to market feedback, Discover China has hit the bull's eye. "Nobody likes boring rote learning. Discover China is special because it is interesting, authentic, and interactive, which lets Westerners enjoy the fun of learning Chinese," said Liu Jun, Macmillan Publishers' chief executive for Greater China.
Channel: cooperation
Abandoning workshop production model, fully cooperating with international publisher
"FLTRP closely cooperated with world-famous publisher Macmillan Publishers throughout the production of Discover China. We worked tougher as a team. We have no such cooperation before," Man said.
Abandoning the workshop production model was the biggest breakthrough in making Discover China. "We did not go find authors at first. Instead, we conducted market research, framework design, and outline writing strictly in line with international standards, and then found the right authors," Man said, adding that FLTRP's mastering of the Chinese language and Macmillan Publishers' understanding of the international market contributed heavily to the textbook's great popularity in the West.
"This model does not rely on copyright, and possesses multiple advantages due to cooperation with international publishers in planning, investment, publication, and distribution from the outset. It can accelerate the internationalization of domestic publishers," Hao said. Discover China is a unique success in terms of the scale and efficiency of its overseas exploration as well as its global popularity.
"The biggest difference from the traditional cooperation model is that joint investment has motivated their cooperation," an industry insider stressed.
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