Bookstores on the comeback trail
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E-mail Shanghai Daily, March 11, 2016
Retailer of ‘cultural space'
Mephisto, named after the devil in "Faust," derives its revenue mainly from renting out its extra room on sites like Airbnb. The idea of sleeping in a bookstore attracts many visitors.
Other shops find uniqueness in specialized books. The Lu Ming Bookstore near Fudan University, for example, is a haven for those seeking classic literature and textbooks.
In general, sales of books account for less than half of the revenue now in offline shops. Food, drinks, art crafts, stationery and cultural events generally make up the rest. In many stores, books occupy only a small percentage of the space, while seating and other commercial products fill the remainder.
"It's the digital era now, so you can't expect bookstores to be the same as they were in the past," said Xu Jun, 35, a financial analyst who is thinking about opening a bookstore in downtown Shanghai. "When we were young, these shops were all bookshelves and you could lose yourself browsing for an entire day."
Xu said he has been closely studying the success of bookshops that have survived.
"They don't primarily sell you books anymore," he said. "Instead, they sell you cultural ambience, an intellectual atmosphere, a reading environment that you can't get from purchasing books online. So that's exactly what I'm going to do."
Many bookshops do indeed promote themselves as "cultural space." They offer platforms for cultural exchanges that especially appeal to young white-collar workers searching for some peace and solitude away from their hectic schedules and family obligations.
Bookshops have also capitalized on the growing popularity of reading clubs in Shanghai, offering an ideal venue for bookworms to get together.
"The cultural events in bookshops are really attractive for me and my friends," Viktor Xu said. "It's an occasion for like-minded people to meet and get together."
Zhongshuge Bookstore, considered one of the premier stops in Shanghai for book lovers, has opened a new branch in the Minhang District. Here, décor is king, with black shelves lining the walls and revolving shelves in the middle aisles, all bathed by soft, white light.
Jin Hao, president of the Shanghai Zhongshu Industrial Co, principal investor in the book chain, said the purpose of the bookstores is to create "a holy land" for intellectuals and to empower people with knowledge.
Other bookshops in the district are continuing the struggle to stay alive. The Xichao Bookstore on the campus of Jiao Tong University in Jiangchuan Town, is run by three former graduates who took over the shop because they believe people like to browse bookshelves and handle books.
"The financial struggle is always there, but as long as we are alive, the bookstore stays alive," said Zhao Yijia, one of the graduates. "Living is hope."
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