Bookstore thrives on unique cachet
Print Edition
WHILE many bookstores have been forced to close or are struggling to survive, Zhongshuge is expanding from the suburbs to the city heartland of Jing’an.
The chain opened its third outlet in Shanghai at Réel Mall on August 18. Opening day drew a crowd of more than 8,000 customers.
The bookstore’s popularity owes much to its stunning interior design.
Book lovers are welcomed into an entirely white, super modern space, textured with mirrored ceilings and zebra floor crossings.
The bookshelves themselves are wonders to beyond. They wrap around twisting aisles meant to suggest the old shikumen-style buildings and narrow alleyways that dot Jing’an.
The shop stocks an array of books designed to captivate every sort of bookworm.
So how has Zhongshuge managed to avert the problems of competitors beset by rising rent and cheap online sellers?
According to manager Jia Anming, the interior atmosphere of the bookstores is part of the secret, “setting the mood and flattering the books.”
Jia added, “It’s the trend, not only for bookstores but for all offline retailers. We have to create great ambience and immerse our customers in our merchandise.”
Some bookstores overdo it, he said. They squeeze the space for books and cater instead to running in-shop cafes and selling artworks.
“But, after all, a bookstore’s soul is books,” he noted.
Still, bookstores that focus too much on books are losing money, according to Shen Qihua, author and co-founder of a bookstore with a traditional layout.
“One day, I sold just 120 yuan (US$18) worth of books, and that just paid for a meal at a neighboring hotpot restaurant,” Shen said. “It’s lucky that I can sustain such losses. For those who can’t, they end up selling their cars and their apartments. And when there is nothing left to sell, they close their bookstores.”
Shen said those wedded to the idea of a “pure” bookstore are mainly former media people and literary aficionados. If they want to survive, he said, they need to create a niche market for themselves.
“We have books that online sellers don’t have,” he said. “And we have good taste. Reader who come to my shop don’t need to waste time on the Internet searching for what’s right for them.”
Both Jia and Shen said they want independent, privately owned bookstores to survive.
“Local young people are starting to pay more attention to reading,” Shen said. “I see more people under 30 years old in my store. They are well-educated and have a global perspective. They are open to diversified cultures. They read for interest, fun and thinking.”
In June, 11 state-level authorities released guidelines on how bookstores can transform themselves to keep in tune with the times. The advice suggested that chain stores could upgrade themselves into cultural complexes, while smaller shops could focus on finding the right niche market. Book vending machines and 24/7 bookstores also come into the mix of ideas.
Where to go to read
The Jing’an Library has issued a map of 19 bookstores and reading venues in the district and the adjoining districts of Huangpu and Xuhui.
Among the sites on the map is the Poplar Kid’s Republic Picture Bookstore on Yuyuan Road, which sells picture books for preschoolers.
Not far away, Boocup in the Kerry Center focuses on art and fashion books, many of them in English to serve local expats.
The Writers’ Bookstore on Julu Road mainly specializes in the works of local writers. The location is a bit of out-of-way, on the second floor of the Shanghai Writers’ Association, the former residence of tycoon Liu Jisheng.
Sisyphe in Joy City is relatively a newcomer. It’s more like a book cafe, with vintage decoration combining old British and Shanghai elements.
The map is available in the Jing’an Library and Jing’an Children’s Library.
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