Today, around 200 million Chinese people read digital publications, and serving the market is a wide range of mostly Chinese companies with a similarly wide range of e-readers, formats and platforms. With an as yet incomplete regulatory environment, the market resembles a formless, chaotic mass with endemic copyright infringement. Yet as the various competitors strive to produce the one device and one platform that will outshine the rest, the digital publishing market in China has a lot of business and publishing potential, even if its not currently clear when the market will sort itself out properly.