Bookstores play unique role in cultural services

Editor’s note: The Chinese government has issued a circular aimed at promoting the development of physical bookstores in order to enhance people’s interest in reading. Xinhua News Agency website spoke to Zhao Jianying, former president of China Social Sciences Press, on the future of brick-and-mortar bookstores. Below are excerpts of the interview. The views don’t necessarily represent those of China Daily.

Brick-and-mortar bookstores provide an immersive environment that is conducive to deep reading. In a way they fill a gap in public cultural services. Through thematic book displays, curated selections by professionals and reading advisory services, they can inspire readers to explore more diverse and classic literature, thereby enhancing the overall quality of public reading.

In this way, physical bookstores can serve as the city’s “cultural living room”. Using books as a connective thread, they host a variety of cultural activities such as book clubs, lectures, author talks and parent-child reading sessions. These events bring together individuals of various age groups and communities into cultural collectives, fostering a sense of belonging and shared identity among city residents.

However, physical bookstores face three primary challenges. Unregulated unfair market practices, including piracy, predatory discounts and cutthroat pricing on e-commerce platforms, have severely impacted physical bookstores and squeezed their market space.

The costs, including rent, labor and event-hosting expenses, continue to increase while the profit margins of book sales remain low. This places heavy financial pressure on bookstores even as they fulfill their role in public cultural services.

Shifts in reading habits and consumer preferences have reduced the foot traffic in bookstores and led to a decline in physical book purchases.

To overcome these challenges, several key measures are necessary. Strengthening market regulations to tackle piracy and unfair practices in e-commerce is crucial. Holding platforms accountable and ensuring policies that support bookstores are effectively implemented with clear standards and simplified procedures will benefit bookstores.

The government should enhance mechanisms for purchasing public cultural services by institutionalizing bookstore-led reading outreach and cultural activities. Quality bookstores should be included within the public cultural service network in order to co-develop and share reading spaces.

Digital tools should also be leveraged to draw online audiences into physical stores and foster advocates of reading, thus unlocking the intrinsic growth potential of bookstores.

Many bookstores are diversifying their business models by incorporating cafes and cultural products. This supplements revenues and attracts more visitors, apart from expanding the functional scope of bookstores, thus helping them move beyond their conventional image.

While these endeavors make bookstores more vibrant and help enhance their revenues, it is crucial to ensure that they remain true to their core mission of bookselling and maintain their cultural identity.

Additionally, integrated business models should align with each bookstore’s specific positioning. For example, community bookstores should prioritize accessibility, campus bookstores should emphasize education and research, art bookstores should highlight aesthetics and bookstores in commercial districts should focus on customer experience.