开年这个大集，谁更“开卷”？

Core Insights - The 2026 Beijing Book Fair showcased a significant rise in cultural and creative products, with "Lu Xun" themed merchandise becoming a highlight, particularly the purple knitted vest that gained popularity at the 2025 Shanghai Book Fair [1][2] - The event attracted over 711 exhibitors and featured more than 400,000 book titles, with attendance exceeding 100,000, indicating a strong interest in literature and cultural products [1][4] Industry Trends - Publishers are increasingly focusing on creative products, with many offering unique items such as postcards and handmade prints inspired by cultural artifacts, which have proven to attract younger audiences [2][3] - The introduction of the "National Reading Promotion Regulations" set to take effect on February 1, 2026, is expected to enhance the reading culture in China, promoting a "book fragrance society" and encouraging publishers to boost confidence in the industry [4] Market Analysis - The 2025 book retail market in China reached a scale of 110.4 billion yuan, with segments like health, skills, and current affairs showing positive growth [5] - E-commerce channels have become dominant, with content e-commerce (including live streaming and short videos) accounting for 40.53% of the retail market, surpassing traditional platforms [5]