Amid the rise of digital reading and fierce market competition, physical bookstores are facing significant challenges. Many have signaled their retreat in recent years. How are local bookstores navigating these survival challenges to carve out a path for growth?

At the 9th Zhejiang Book Fair held in Ningbo on October 25, one noticeable trend is the emergence of the “bookstore + N” model. Bookstore owners are actively exploring innovative cross-industry integrations like “bookstore + cultural creativity,” “bookstore + coffee,” and “bookstore + tourism,” transforming bookstores into cultural complexes that blend reading, leisure, and entertainment.

“Ningbo’s Pu Wenming Bookstore operates on a balanced growth model, with a third of our revenue coming from book sales, another third from cultural products, and the remaining third from coffee and beverages,” said Gan Cijie, the bookstore’s manager. This strategy aims to ensure the bookstore’s independence and sustainability.

Founded in 1909 with the aim of promoting a new culture, Pu Wenming Bookstore has a long history as a cultural hub in Yuyao, which is also the birthplace of the famous philosopher Wang Yangming. Before opening his shop, Gan researched large physical bookstores in cities like Shanghai.

“I felt immense pressure after the visits,” he recalled. “Reaching the standards of a major bookstore is a considerable challenge.” Despite the uncertainties in the bookstore industry, Gan believes in the powerful inclusivity of books. By viewing books as cultural mediums, he sees significant potential in developing related cultural products. “While it’s often said that bookstores are hard to operate, I believe that while large bookstores face their own challenges, small bookstores have unique paths to survival.”

Yuyao, known for Wang Yangming’s legacy, inspired Gan to develop a range of cultural products. “Our products capture the essence of Yangming culture and combine it with modern design elements, making them both attractive and practical.” In 2023, the bookstore’s Yangming-themed products received an enthusiastic market response, such as integrating Wang Yangming’s ideas into stationery and accessories, sparking interest in traditional culture among both children and parents.

On Zhoushan Island, a historical bookstore focuses on marine culture and the works of San Mao. Liu Xiaona, the manager, reflects on how the shop has navigated a challenging period following the internet’s rise over a decade ago. “For our bookstore, which has been around for 35 years, finding a root and seeking breakthroughs in such a competitive market has been an ongoing exploration.”

Liu knows that avid readers are looking for a sense of connection and enjoyment when visiting bookstores. Keeping true to its core of “reading,” the island bookstore maintains its traditional qualities while recognizing the need for innovation. “We are gradually embracing changes in the industry. To stay competitive, we’re hosting various reading and sharing events, creating opportunities for book lovers on the island to engage with writers and build community,” she explained.

In Zhejiang, other bookstores, such as the Nan Song Book Room that focuses on Song Dynasty culture and contemporary aesthetics, and the San Wei Bookstore that emphasizes a sincere and joyful philosophy, are also thriving. By leveraging their unique positioning and deeply integrating local culture with modern aesthetics, these local bookstores are enriching the cultural market while securing sustainable growth for themselves.