In recent years, the popularity of programs such as "The Reader" and "Chinese Poetry Competition" has sparked public interest in cultural activities like reading aloud and reading books. Enhancing the cultural literacy and education of individuals has become a shared societal goal. Recently, PICC has launched the "Reading Season – Discover Great Books, Meet PICC" themed campaign, hoping to leverage the brand influence and strength of PICC. With the goals of enriching the cultural depth of the public and improving literary literacy, the campaign aims to strengthen societal awareness of reading culture, encourage and promote the formation of good reading habits among users, enhance individual cultural literacy, and inspire a nationwide reading trend.
Per Capita Reading Volume Is Low, Reading Levels Need Urgent Improvement
With social development and the acceleration of life and work rhythms, most people lack sufficient time for reading. Coupled with the prevalence of mobile social apps, limited leisure time is fragmented into many short intervals. Data on book reading in China in 2016 shows that the average adult in China read just 4.77 paper books per year, and spent only 13.43 minutes reading per day—far below the average in developed countries. During these brief reading periods, shallow reading focused on entertainment and consumption has become popular. The public pays more attention to social entertainment, breaking news, celebrity gossip, and other topics. Social reading exhibits characteristics of fragmentation, with serious deficiencies in content depth and systematicness.
Therefore, a representative from the E-commerce Center of PICC stated, "PICC aims to play an active role, proactively shoulder social responsibility, and launch the Reading Season campaign to call on the public to develop good reading habits. Amid the hustle and bustle of modern society, we encourage people to stay away from restlessness and preserve a peaceful space for the soul."
Read Ten Thousand Books, Travel Ten Thousand Miles – PICC Walks Alongside You
With the rapid pace of the times, while we do not demand the rigorous spirit of ancient scholars who "studied by hanging their hair from the beam or pricking their thighs with an awl," establishing a lifestyle philosophy centered around reading and learning, and cultivating reading habits, can be an effective remedy for enriching the human spiritual world. Keeping a "pocket book" handy or equipping oneself with a reading app, and taking time to read during breaks at work, on trips, or in leisure moments—experiencing the joy brought by words, absorbing the essence of culture, and broadening one’s horizons... PICC is eager to walk alongside you, to "read vividly on paper," to wander in the world of words, and to discover the true meaning of life together.
For this reason, the PICC Reading Season campaign offers double surprises. During the event, by purchasing designated insurance products through the PICC official website and other e-commerce platforms, customers who pay premiums of 50 yuan or more will have the chance to participate in flash sales and lucky draws. Surprise One: Flash sale of 50-yuan JD Reading Cards, while supplies last; Surprise Two: Chance to win a Kindle e-reader, with a total of 4 available.
In addition, with summer vacation approaching, PICC hopes to join parents in enriching their children’s experiences through travel—broadening their horizons, exploring the world, and experiencing a more expansive perspective. With the conclusion of the college entrance examination, a large number of high school students are also preparing to study abroad or go on short-term study tours. Regarding this, a representative from the E-commerce Center of PICC Property Insurance stated that high school students studying abroad often lack adequate risk awareness and self-control. Parents should prepare for risk prevention in advance and ensure they "travel with a plan." Taking PICC’s Overseas Student Accident Insurance as an example, this insurance provides 10 types of coverage, including overseas student accident injury, medical expense compensation, compensation for interrupted studies, and accidental injury due to criminal assault. It also includes 24-hour emergency support services, with customizable coverage amounts, offering peace of mind for students "reading" foreign cultures abroad.
As the ancients said, "Read ten thousand books, travel ten thousand miles." Modern people have found new ways to live by this old adage. Whether it's helping the public develop reading habits or providing tangible safety protection for those on journeys of growth, on this "ten thousand mile road," PICC walks alongside you every step of the way.