Mil­lion yuan

China Daily (Canada) - - SHANGHAI -

the amount of sales gen­er­ated by Xi­malaya FM show "Hao Hao Shuo Hua" in 10 days its own mu­si­cal band.

The store, which is mas­sively pop­u­lar with con­sumers in the city, has in turn spurred Xin­hua Book­store to up­grade nine of its es­tab­lish­ments in the same mold. The Xin­hua Book­store in Mu­dan­jiang saw a 348 per­cent in­crease in its sales vol­ume from 2015 be­cause of this new di­rec­tion.

An­other shin­ing ex­am­ple is Zhong­shu Ge, a book­store brand from Shanghai’s Songjiang district. Once dubbed “the most beau­ti­ful book­store in China”, Zhong­shu Ge re­cently ex­panded its busi­ness to Min­hang district, Hangzhou of Zhe­jiang province and Yangzhou of Jiangsu province. Its lat­est branch is lo­cated in down­town Shanghai within Reel Mall on Nan­jing Road West.

Zhong­shu Ge has aligned its brand­ing with ev­ery­thing cre­ative and it reg­u­larly or­ga­nizes events for writ­ers and read­ers, art ex­hi­bi­tions, life­style show­cases as well as cre­ative mar­kets.

Be­sides Zhong­shu Ge, there are also a num­ber of such bou­tique book­stores in Shanghai, in­clud­ing Heng­shan Col­lec­tion on Heng­shan Road, Ban Ceng on Harbin Road, Yan Youji on Tian­shan Road, and Old China Hand on Shaanxi Road. While th­ese stores have their own dis­tinc­tive styles, they do share one thing in com­mon — they are all man­aged by book lovers who are ded­i­cated to their own cul­tural in­ter­ests.

Peng said that Shanghai has a healthy dis­tri­bu­tion of bou­tique book­stores in its down­town area and that there is still space avail­able for such busi­nesses in new com­mer­cial ar­eas and the sub­urbs.

“We should en­cour­age new brick and mor­tar book­stores to be set up near cam­puses and res­i­den­tial com­mu­ni­ties, es­pe­cially ar­eas with lots of white-col­lar work­ers,” said Peng.

He added that gov­ern­ment sup­port for small, spe­cial­ized book­stores are al­ready in place, not­ing that cul­tural ad­min­is­tra­tors re­cently is­sued guide­lines on the de­vel­op­ment of brick and mor­tar book­stores. Ac­cord­ing to the guide­lines, stores that have been op­er­a­tional for at least three years and whose busi­ness scale, cul­tural taste and pub­lic serv­ing func­tions have been rec­og­nized by a panel of ex­perts, are el­i­gi­ble for sub­si­dies.

The re­sults of a sur­vey which ex­am­ined peo­ple’s read­ing be­hav­iors were also re­leased dur­ing the Shanghai Book Fair and it re­vealed

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