今年全国两会"下团组"，习近平总书记从过去的书香世家，讲到现在提倡建设书香校园、书香社会，饱 含期待："书香是一种氛围。" 春色恰如许，读书正当时。 今年4月23日是第三十个世界读书日。各地在世界读书日到来之际开展形式多样的阅读活动。在云南昆 明，读者在自然风光中静享诗意阅读；在山西考古博物馆，学生们借助考古书籍解码三晋文明；在天津 图书馆，大运河沿线8省份的1000余部新书唤醒运河历史记忆…… 阅读之光，照亮未来。全社会爱读书、读好书、善读书的氛围日益浓厚，书香里的中国，欣欣向荣。 "希望全社会都参与到阅读中来，形成爱读书、读好书、善读书的浓厚氛围" 凌晨3点，位于上海虹口区和平公园的和平书院灯火通明，一名身着外卖服的读者在安静地阅读。 读者名叫杜天。"晚上外卖没订单的空闲时间，我就会来这里看看书。"杜天说，之前送外卖路过这里， 偶然走进来，捧起一本《额尔古纳河右岸》，书中的故事一下将他拉进宁静的草原。也是从那时开始， 他体验到了"泡"图书馆的乐趣。 "希望全社会都参与到阅读中来，形成爱读书、读好书、善读书的浓厚氛围。"2022年4月23日，习近平 总书记致信祝贺首届全民阅读大会举办时强调。 2013年3月 ...

Core Insights - The report highlights the growing trend of book consumption on Douyin's e-commerce platform, driven by "active search + live streaming" channels, with an average of over 3 million books sold daily in Q1 2025 [1] - The enthusiasm for purchasing books among the "post-2000" generation has surged, with their spending increasing by 206% year-on-year [1][8] Group 1: Live Streaming Impact - Live streaming e-commerce has emerged as a new engine for promoting nationwide reading, with book-related live streaming sales increasing by 56% year-on-year in Q1 [2] - The number of merchants engaging in live streaming has grown by 45% year-on-year, and the cumulative duration of book-related live streams has increased by 61% [2] - Popular publishers in live streaming include China CITIC Press, Palace Museum Publishing, and Zhejiang Literature and Art Publishing House [2] Group 2: Sales Performance - Sales of books related to the animated film "Nezha 2: The Devil Child Rises" saw a significant boost, with 120,000 copies sold from January 29 to February 5, 2025 [4] - In Q1, top-selling new books in live streaming included titles like "Nezha: The Story of the Three Realms" and "Nezha: The Art Design Collection" [4] Group 3: Consumer Behavior - The trend of live streaming book purchases has become the new norm, with magazines like "People's Literature" and "Harvest" achieving sales of over 80,000 copies per live session [5] - The sports book category saw a remarkable year-on-year sales increase of 468%, marking it as the fastest-growing category in live streaming [6] - The "post-90s" generation accounts for 50% of live streaming orders, while the "post-2000" generation shows a strong purchasing power [8] Group 4: Regional Insights - Shandong province leads the nation in live streaming book orders, followed by Jiangsu, Henan, Guangdong, and Hebei, indicating a vibrant consumption dynamic in both traditional cultural provinces and emerging markets [9] Group 5: Future Initiatives - Ahead of World Book Day on April 23, Douyin plans to collaborate with publishers and authors to recommend book lists and launch interactive content like "Ten Thousand People Read Classics" and "National Good Book Plan" [9]

Core Insights - The 2024 Shanghai Citizen Reading Status Survey reveals a comprehensive reading rate of 97.15% among residents, with an average reading volume exceeding 10 books per person [1][2] Group 1: Reading Trends - Digital reading has become the preferred method for residents for three consecutive years, with a digital reading rate of 81.61% [3] - The average reading volume has decreased from 13.37 books in 2022 to 12.37 books in 2023, and further to 10.03 books in 2024 [2] - The peak reading time is identified between 20:00 and 22:00, with 52.64% of citizens reading during this period [2] Group 2: Public Engagement - There is a high enthusiasm for offline public reading activities, particularly the Shanghai Book Fair, which is the most popular event [2] - 77.96% of citizens have utilized public reading spaces such as libraries and bookstores in the past year, with a satisfaction rate of 79.00% for public libraries [4] Group 3: Second-hand Book Market - There is a growing willingness among citizens to participate in second-hand book trading, with 75.30% expressing interest, particularly among the youth at 78.43% [3] - The average spending on digital reading has increased from 173.95 yuan to 195.49 yuan, indicating a rising acceptance of paid digital content [3] Group 4: Youth and Children Reading - Youth reading volume is the lowest among all age groups, averaging 9.47 books, with 82.66% of them rating their reading volume as low [2] - Children prefer physical books, averaging 28.06 minutes of reading per day, and 87.60% of children under 8 have visited child-friendly reading spaces [6] Group 5: Senior Citizens' Reading Habits - The reading engagement of the elderly has improved, with 65.32% reading six or more books annually, and 80.44% favoring e-books [7] - "Reading + Health" activities are particularly popular among the elderly, who also frequently visit community reading rooms [7]

在"4·23"世界读书日来临之际，我省全民阅读工作再启新篇。4月19日，2025年江苏省暨常州市全 民阅读主题宣传启动活动在常州经开区中车高铁工匠学院举行。最新数据显示，2024年全省居民综合阅 读率达90.3%，城乡差值同比缩小2.72个百分点，人均纸质图书阅读量增至5.5本。在保持高位稳定的同 时，全省通过完善阅读设施网络、创新阅读推广模式、强化精品内容供给，推动全民阅读从"有没 有"向"好不好"跨越式发展，为建设文化强省注入强劲动能。 关键词一 均衡发展 从2014年开始，我省连续组织实施全省居民阅读状况调查，并向社会发布调查结果。在活动现场， 一组数据引发广泛关注：2024年，我省居民综合阅读率达90.3%，城乡差值同比减少2.72个百分点。这 份成绩单背后，是我省持之以恒推进全民阅读均衡发展的系统施策。省社情民意调查中心覆盖13个设区 市、96个县（市、区）的4万份样本显示，阅读服务正加速向基层延伸，在对14333个有8岁以下儿童家 庭的调查中，88.8%的家庭保持着亲子共读习惯，"大手拉小手"一起读书的温馨画面正在成为全民阅 读"新常态"。 这种均衡性提升得益于精准施策。记者从省全民阅读促进会了解 ...

Core Viewpoint - The article emphasizes the growing importance of reading culture in China, highlighting various initiatives and activities aimed at promoting reading among families, schools, and communities, thereby fostering a "book fragrance" atmosphere across the nation [7][10][14]. Group 1: Promotion of Reading Activities - Various regions in China are enhancing reading activities with diverse formats and rich content, leading to a more vibrant reading atmosphere in families, schools, and society [7][10]. - The "Time in the Grid National Reading Plan" aims to integrate reading with exhibitions, lectures, and cultural experiences, creating a comprehensive reading service environment [9]. - In 2023, public libraries across China hosted 293,500 activities, attracting 213 million participants, significantly increasing public engagement with reading [10]. Group 2: Family and Community Engagement - Initiatives like "Old Books for New Knowledge" encourage families to exchange old books for discounts, making reading a fun and engaging experience for children [8]. - The establishment of family libraries and community reading events fosters a culture of reading at home, with activities designed to appeal to various interests [9][12]. - The "Heavenly Night Reading" short video series in Ningbo combines online and offline reading experiences, promoting reading among children and families [11][12]. Group 3: Development of Public Reading Spaces - The rise of "city reading rooms" in urban areas provides accessible and aesthetically pleasing spaces for reading, attracting a diverse audience, including young people [15][17]. - As of now, nearly 40,000 new public cultural spaces, such as city reading rooms and cultural stations, have been established nationwide, enhancing access to reading resources [17]. - The design and service upgrades of these reading spaces aim to create inviting environments that encourage more people to engage with books [16][17].

Industry Investment Rating No investment rating information is provided in the report. Core Viewpoints - Focus on the development of downstream applications in the digital industry [1] - The financial industry expands the scope of loan support and increases the credit limit [1] Summary by Directory Middle - view Event Overview Production Industry - The National Press and Publication Administration solicits opinions on the "Regulations on Promoting National Reading (Draft for Comment)", supporting the development of digital reading [1] Service Industry - The Ministry of Human Resources and Social Security expands the scope of the special loan for stabilizing and expanding employment to include individual business owners, and raises the maximum credit limit for small and micro - enterprises to 50 million yuan and 10 million yuan for individuals [1] Industry Overview Upstream - Energy: International oil prices fluctuate [1] - Chemical: Polyethylene prices continue to decline [1] - Building Materials: Cement and building material prices continue to decline [1] - Non - metal: Natural rubber prices decline slightly [1] - Black: Coke prices decline [1] Middle - stream - Chemical: PTA operating rate declines compared to the same period; the operating rates of urea, PX, and polyester increase compared to the same period [2] Downstream - Real Estate: The sales of commercial housing in first - and second - tier cities are weaker than the same period [3] - Service: The number of international flights increases, while the number of domestic flights decreases compared to the same period [3] Market Pricing - Industry credit spreads fluctuate slightly [4] Industry Credit Spread Tracking | Industry | Year - to - date | One - quarter ago | One - month ago | Last week | This week | Quantile | | --- | --- | --- | --- | --- | --- | --- | | Agriculture, Forestry, Animal Husbandry and Fishery | 77.60 | 92.21 | 79.41 | 87.29 | 84.25 | 15.60 | | Mining | 50.64 | 49.73 | 47.63 | 55.04 | 49.71 | 29.00 | | Chemical | 77.06 | 91.61 | 67.80 | 74.85 | 69.44 | 14.80 | | Steel | 57.83 | 60.30 | 57.20 | 64.78 | 58.69 | 19.50 | | Non - ferrous Metals | 63.81 | 57.44 | 56.18 | 65.10 | 59.26 | 28.40 | | Electronics | 71.75 | 75.15 | 80.49 | 87.83 | 79.59 | 53.20 | | Automobile | 85.62 | 80.96 | 65.90 | 72.33 | 52.70 | 0.00 | | Household Appliances | 61.09 | 56.22 | 53.92 | 58.28 | 50.56 | 12.70 | | Food and Beverage | 59.00 | 45.53 | 44.39 | 53.57 | 46.32 | 14.00 | | Textile and Apparel | 76.82 | 57.97 | 56.89 | 64.33 | 55.64 | 10.80 | | Light Industry Manufacturing | 252.03 | 202.77 | 197.14 | 205.58 | 201.09 | 14.70 | | Pharmaceutical Biology | 69.15 | 75.61 | 65.88 | 77.40 | 72.41 | 28.60 | | Public Utilities | 41.14 | 35.91 | 33.18 | 40.03 | 34.73 | 28.40 | | Transportation | 49.26 | 39.69 | 36.57 | 42.87 | 39.54 | 16.90 | | Real Estate | 328.68 | 193.60 | 152.71 | 151.38 | 139.80 | 13.70 | | Commercial Trade | 65.60 | 53.18 | 51.82 | 60.18 | 53.50 | 15.50 | | Leisure Services | 76.21 | 98.68 | 108.37 | 108.00 | 103.97 | 92.60 | | Bank | 34.48 | 27.28 | 30.86 | 31.64 | 29.38 | 55.20 | | Non - bank Finance | 42.22 | 38.93 | 35.55 | 41.14 | 36.49 | 18.50 | | Comprehensive | 77.36 | 54.33 | 50.67 | 56.24 | 51.27 | 5.20 | | Building Materials | 53.59 | 49.32 | 46.51 | 55.78 | 48.88 | 27.00 | | Building Decoration | 59.58 | 58.42 | 56.64 | 62.39 | 57.36 | 16.90 | | Electrical Equipment | 79.81 | 85.02 | 82.75 | 95.68 | 87.87 | 52.00 | | Machinery and Equipment | 51.08 | 45.71 | 44.36 | 52.15 | 46.52 | 29.80 | | Computer | 100.49 | 83.35 | 69.85 | 76.46 | 68.52 | 5.70 | | Media | 208.09 | 48.00 | 44.56 | 53.78 | 47.76 | 3.40 | | Communication | 52.39 | 39.68 | 37.28 | 43.96 | 35.53 | 9.20 | [42] Key Industry Price Index Tracking | Industry Name | Index Name | Frequency | Unit | Update Time | Current | YoY | 5 - day Trend | | --- | --- | --- | --- | --- | --- | --- | --- | | Agriculture | Spot price of corn | Daily | Yuan/ton | 3/24 | 2210.0 | 0.26% | | | | Spot price of eggs | Daily | Yuan/kg | 3/24 | 6.8 | 0.75% | | | | Spot price of palm oil | Daily | Yuan/ton | 3/24 | 9704.0 | - 0.16% | | | | Spot price of cotton | Daily | Yuan/ton | 3/24 | 14928.7 | - 0.02% | | | | Average wholesale price of pork | Daily | Yuan/kg | 3/24 | 21.1 | 0.24% | | | Non - ferrous Metals | Spot price of copper | Daily | Yuan/ton | 3/24 | 81146.7 | 1.44% | | | | Spot price of zinc | Daily | Yuan/ton | 3/24 | 24148.0 | 0.20% | | | | Spot price of aluminum | Daily | Yuan/ton | 3/24 | 20823.3 | - 0.48% | | | | Spot price of nickel | Daily | Yuan/ton | 3/24 | 130300.0 | - 0.65% | | | | Spot price of aluminum | Daily | Yuan/ton | 3/24 | 17393.8 | - 0.07% | | | | Spot price of rebar | Daily | Yuan/ton | 3/24 | 3186.7 | - 0.95% | | | Ferrous Metals | Spot price of iron ore | Daily | Yuan/ton | 3/24 | 790.8 | - 0.79% | | | | Spot price of wire rod | Daily | Yuan/ton | 3/24 | 3367.5 | - 1.46% | | | | Spot price of glass | Daily | Yuan/square meter | 3/24 | 15.2 | 1.00% | | | Non - metal | Spot price of natural rubber | Daily | Yuan/ton | 3/24 | 16636.0 | 0.46% | | | | China Plastic City Price Index | Daily | - | 3/24 | 856.5 | - 0.60% | | | | Spot price of WTI crude oil | Daily | US dollars/barrel | 3/24 | 68.3 | 1.64% | | | Energy | Spot price of Brent crude oil | Daily | US dollars/barrel | 3/24 | 71.6 | 1.46% | | | | Spot price of liquefied natural gas | Daily | Yuan/ton | 3/24 | 4222.0 | 1.93% | | | | Coal price | Daily | Yuan/ton | 3/24 | 789.0 | - 2.23% | | | | Spot price of PTA | Daily | Yuan/ton | 3/24 | 4877.3 | 1.25% | | | | Spot price of polyethylene | Daily | Yuan/ton | 3/24 | 8033.3 | - 1.65% | | | Chemical | Spot price of urea | Daily | Yuan/ton | 3/24 | 1963.0 | 4.58% | | | | Spot price of soda ash | Daily | Yuan/ton | 3/24 | 1538.0 | - 1.28% | | | | National cement price index | Daily | - | 3/24 | 148.9 | - 1.10% | | | Real Estate | Comprehensive building material index | Daily | Points | 3/24 | 117.5 | - 0.76% | | | | National concrete price index | Daily | Points | 3/24 | 100.5 | 0.04% | | [43]

Investment Rating - The industry investment rating is "Outperform the Market" with an expectation of over 10% relative increase in the industry index compared to the market in the next six months [4][8]. Core Insights - The 2025 Government Work Report emphasizes the deepening of national reading and cultural benefit projects, marking a significant advancement in the public cultural service system, which is expected to enhance the publishing industry as a strategic support for cultural confidence [1][2]. - The report highlights the integration of culture and technology as a core driver for the development of new cultural formats, with advancements in AI, AR/VR, blockchain, and cloud computing reshaping content production and dissemination [2]. - The report suggests focusing on companies with quality IP reserves or strong capabilities in vertical fields within the publishing industry, as well as those involved in AI and AR/VR applications, and leading companies in the gaming and film industries with rich IP reserves [2]. Summary by Sections Industry Overview - The report discusses the ongoing initiatives to enhance public cultural services and the promotion of reading, which are expected to drive demand in the publishing sector [1]. - The integration of technology in cultural industries is seen as a pathway to high-quality development, with notable successes in content production exemplified by popular cultural products [2]. Investment Recommendations - The report recommends attention to companies with strong IP reserves, those leveraging AI and AR/VR technologies, and leading firms in gaming and film with robust operational capabilities [2].