The sudden plight of the e-paper book industry has led the “leader brother” Hanwang to accelerate product upgrades and a larger transformation plan. Yesterday, Hanwang released a high-profile electronic paper book that can be touched in Beijing. This is the first time that touch technology has been implemented on e-readers in the world. At the same time, the Hanwang also announced the launch of a full-scale consumer market, pulling the prices of electronic paper books into an unprecedented price of 599 yuan.

Yesterday, Hanwang announced the launch of a new digital touch technology and demonstrated its first 9.7-inch large-screen touch-enabled electronic paper book E920. The biggest highlight of this technology is the realization of electronic paper book finger touch pages, can be used in e-readers, PDAs and mobile phones. Reporter experience found that although the technology is currently unable to match the sensitivity of the popular multi-touch technology, the reading experience has greatly improved. Hanwang’s chairman Liu Yingjian stated that Hanwang had just released this technology in the United States and “has caused a sensation”. You know, the Amazon Kindle has not yet implemented a Touch Screen.

Liu Yingjian pointed out that the research found that screen touch is the function that users most want to have in an e-reader, but the implementation of this technology on the e-ink screen has stumped the elites of Silicon Valley and their counterparts in Japan. He said that in the future, Hanwang's entire line of electronic paper products will use touch technology and open doors to its peers. Next month, the first batch of products will be listed in the domestic market and the European and American markets will be launched in the fourth quarter.

At present, the domestic e-reader industry has encountered a cold spell, and the most direct impact comes from the Apple iPad. However, Liu Yingjian is still full of confidence in the future of electronic paper books.

At the same time, Hanwang also made a bold decision that shocked the industry. Yesterday, the Hanwang announcement stated that it is planned to reduce the sales price of nearly 40% of electric paper books from this month, with a range of 15% to 40%. “E-paper books entered the era of five or six hundred yuan in advance, and our goal is to start the mass reading market.” Liu Yingjian said that the company had conducted a full investigation before the price cut, and 600 yuan was a key node. According to recent tests, the effect is "very, very good."

Through price popularization of the mass market and the acquisition of the professional publishing market through touch, this is Hanwang’s latest tactics. However, Liu Yingjian’s further vision is that Hanwang must transform from selling terminals to selling content. The business model does not rely on terminals but on platforms.

Price is a gateway to the popularity of e-readers. The price of e-readers using E-ink screens has been around 900 yuan. The industry had previously predicted that e-readers will likely enter the era of five or six hundred dollars next year. Hanwang’s Thunder action may trigger a new round of e-reader price wars.