Rebuilding the Bookstores

by Lin Yuan

Recently， news of the closure of the Wild Grass Bookstore at the east entrance of Beijing Normal University drew massive attention on Weibo， the Chinese version of Twitter. While many expressed pity for the bookstore and some a little sadness， more lamented and worried that in the near future， brick-and-mortar bookstores will number as few as vinyl record stores today.

The Tenth China National Reading Survey Report released this April showed that in 2012， the average Chinese person read 4.39 paper books a year after a steady increase for seven consecutive years. The number of people utilizing mobile reading has also witnessed a sharp increase. The report indicates that while Chinese peoples enthusiasm for reading hasnt waned， their methods of purchasing books and reading have changed drastically. Increasing numbers of people prefer to buy books online， and like to read on-the-go using phones or tablets. However， as for Wild Grass Bookstore， its sales volume suddenly rebounded recently， testifying to the important role brick-and-mortar bookstores still play in modern life.

After three decades of rapid development， the turning point of Chinas brickand-mortar bookstores came at 2008.“Before 2008， earnings of bookstores in Shenzhen and even in the whole nation had been reporting double-digit growth. In 2008， however， the entire industry entered a prolonged downturn，” comments He Chunhua， deputy general manager of Shenzhen Publishing & Distribution Group. He explains that the downturn hasnt been as dreadful as the numbers indicate – it marks the beginning of the real fight for brickand-mortar bookstores survival. During the bout， a future road map for a better development of brick-and-mortar bookstores has become clearer： They need governmental policy support and guidance， but also transformation and upgraded services. Both pieces are indispensable.

In February 2012， Shanghai and Hangzhou both issued policies to support brick-and-mortar bookstores. With two innovative business plans， Shanghai-based Luming Bookstore received a financial subsidy from Shanghais supporting fund for bookstores. “As in Shanghai， bookstores desiring governmental support need to apply for specific projects annually，”explains Gu Zhentao， general manager of Luming Bookstore. “To check on the progress of projects， two checkups and appraisals are held every year. Although the sum is not big， it means a lot to us， and forces me to brainstorm more ways for my bookstore to develop.”

Established in Singapore in 1983， Page One Bookstore has marked its market presence with three branches in Beijing. As for innovative development of brickand-mortar bookstores， Page One hopes to become one that not only provides book selling services， but also cultural services. Along with buying books， readers can shop for souvenirs， meet friends， and attend various cultural activities. “Our changes are based on two reasons： First， the customers demands，” illustrates Liu Gui， general manager of Page One China. “Our readers want more high-end stationery and souve- nirs. Second is that a bookstore must have its own personality and innovation.”

“What will our kids think when they cannot find a single bookstore in town after growing up？” More people are lamenting the disappearance of brick-and-mortar bookstores due to rising rent， taxes， and labor costs. However， thanks to financial and policy aid from government， as well as managers innovation and new marketing concepts， the greatest worries maybe no more than worries.