Innovative ways to seek readers abroad

The picture of a book cover with a giant panda on it, is the main visual on the homepage of JD's global online shopping platform joybuy.com. The book, Story of Giant Panda, is by the so-called "panda writer" Tan Kai, and tells stories through the eyes of a mother panda and her baby.

The work is from That's China series, created by China Intercontinental Press and its partners to promote Chinese culture, literature and children's books abroad.

From Jan 8 through mid-February, the website is offering 600 titles in English-new publications and former bestsellers-at discounted prices and free shipping.

Jing Xiaomin from China Intercontinental Press says: "Through the big sale we wanted to give readers ways to discover China, understand traditional culture and gain travel tips.

"Also, selling China-themed books is not easy, so this was our attempt to boost the market."