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Bookstores turn innovative to attract digital-age consumers and stay afloat

E-books, e-book readers and e-commerce may be transforming the publishing industry as well as people's reading habits globally, but the brick-and-mortar bookstores aren't in the mood to throw in the towel just yet.

Faced with the prospect of declining sales and dwindling footfalls, bookstores are writing a new chapter in the history of China's publishing industry by turning innovative and underlining enriched experiences for consumers.

They are offering much more than books. For example, digital-age bookstores incorporate an in-store cafe space. And, they are choosing swanky locations and unusual spots like churches to set up shops.

To distinguish themselves, they are relying on stylish interior decor, exclusive in-store themes, attractive schemes like membership, package deals and discount offers, and engaging events.

This novel approach is attracting hardcore readers, especially young consumers, back to bookstores where selfie-taking is not unusual.

For their part, bookstores are paying attention to the quality of books they offer. Only top-quality books make it to their shelves. Catering, entertainment and creative events provide the icing on the intellectual cake, said publishing industry experts, adding they are bullish on the growth potential of future bookstores.

"In the age of New Retail, physical bookstores should be able to provide diversified business formats, and become places that integrate functions like reading and learning, demonstration and communications, and creative lifestyle consumption," said Li Zheng, research manager at the Leadleo Research Institute, a market research provider.

"A lot of bookstores that are popular online draw consumers by their unique and beautiful designs. This is a way to attract the attention of consumers and ensure footfalls. And they can make higher profit as this approach has proved to be a very good attempt at reinventing themselves," he said.

Mofanshuju Bookstore, an independent chain with four outlets in Beijing, has one of its branches located in a renovated church in an ancient hutong (old alleyways flanked by traditional courtyard houses). Some of the books on its shelves are from the personal collections of the shop-owner.

The church's high roof and open space brighten the bookstore. Many readers prefer to stay there and have a cup of coffee while reading.

Founded in 2014, the bookstore aims to inherit and promote traditional Chinese culture. It offers readings of many ancient books. The bookstore showcases moveable type printing. Readers can experience the ancient printing technology and even print ancient Chinese prose at a cost of 30 yuan ($4.2).