Homogenization, in his eyes, is an inevitable phenomenon in the development of online literature. Writing in fixed patterns is also about saving time and labor instead of thinking hard to create something new. Many writers, then, choose to write in those patterns so as to produce novels and make money as quickly as possible.

But "since the vitality of literature comes from creativity, writers are expected to remain true to their original love for literature and continue to create quality works", says He.

Speaking about seeking proper novels for adaptation, Gao Mingqian, the general manager of Radiant Pictures, and Bai Yicong, producer of several popular TV series, say content is the most important factor to consider.

"When we look for novels for adaptation, we give priority to content instead of its popularity online," says Gao.

Zhuang Yong, the editor of China Youth Publishing Group, also points out that in the so-called 2.0 era, online writers are hoping to regain their original impulse for storytelling and concentrate on improving their abilities to produce quality stories.

On the other hand, to cope with market needs, many works include vulgar elements that are especially harmful to young people's psychological development.

"In the new era, online literary works not only play a role in providing entertainment, they must reflect mainstream values as well," says He.

In order to regulate the industry, the National Radio and Television Administration and other related departments have carried out special measures to regulate the industry. It means that in the new era, online literature must receive orderly guidance.

Alibaba Literature has full confidence in the prospect of online literature.

"Our original aspiration is to make reading easier, more efficient and happier. We would like to promote this industry to be even larger and stronger," Yu adds.

Contact the writer at wangru@chinadaily.com.cn