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City lures big book chains and small stores get cozy
August 4, 2010, Wednesday
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Print Edition
Print Edition
AS a city of beauty and culture, Hangzhou is a natural for bookstores and it is attracting major book sellers who find real estate in Shanghai too expensive. Xu Wenwen opens a new chapter.
The Internet Age is difficult for bookstores, especially those selling cultural, academic and specialized titles. However, some innovative bookstores in Hangzhou are diversifying, changing locations, and adopting a warm and cultural cafe atmosphere.
The city, known for its culture, is also attracting big book brands that find Shanghai too expensive.
Eslite Bookstore, a noted brand from Taiwan, recently announced it would open a couple of stores in Hangzhou by 2014. It also plans to open a store in Suzhou, Jiangsu Province.
The Hangzhou Municipal Government has agreed to provide two prime locations in downtown for Eslite and extend various preferential policies.
While picking up two cities in the Yangzte River Delta, Eslite has avoided Shanghai.
"We temporarily cannot afford the high property costs of a first-tier city," said Eslite owner Wu Ching-You, at a Hong Kong book fair on July 25, a day after the announcement about expanding to Hangzhou.
Wu acknowledged the business opportunities in big cities like Shanghai and Beijing but emphasized "our brand attaches more importance to culture and we like Hangzhou's and Suzhou's cultural atmosphere."
Around 400,000 college students in Hangzhou also make the city attractive.
In fact, Hangzhou, which is known for its beauty and culture, recently lured another big brand, Page One Bookstore from Singapore. The company is well known for its bilingual (English and Chinese) books on arts and culture, and literary offerings. It has opened branches in Hong Kong, Malaysia and Taipei.
Operating for more than a month at MixC Mall in Hangzhou, Page One sells books costing an average of 200 yuan (US$29.50), but it's already proving popular and nearly 400 memberships were sold on opening day, far beyond expectations.
"Hangzhou boasts strong consumer power as well as profound cultural resources," says Liu Gui, general manager of Page One, in explanation.
The bookstore features modern pleasant decor, a comprehensive collection professionally arranged, and comfortable places to sit and read.
"The aim is to relax readers and inspire them to buy," says Liu.
The staff in Hanghzou have been transferred from stores in Hong Kong and Singapore and offer personalized service to readers, helping them locate books.
Many private bookstores are becoming multi-functional and offering more specialized services and subject such as how-to books on business, improving appearance and raising test scores.
The competition is stiff from big online bookstores selling vast number of cheap books and staying open 24 hours a day. In response, some private book sellers are opening in malls to attract more traffic and near universities. They are also offering coffee, music and culture.
Blue Lion Book Cafe, a local brand in Hangzhou Jiebai Mall, opened in late May and has already made a name for itself. Some local media call it the city's most beautiful bookstores, with a 300-square-meter terrace, sweeping views of West Lake and coffee and snacks.
Found by Wu Xiaobo, a famous financial writer, the book cafe has only 200 square meters devoted to sales, but decor and arrangement are fashionable.
"Here, we don't sell goods, but let people look for thought, and taste the happiness of reading," says Wu.
The cafe offers free cultural activities, including lectures by writers, artists and other creative people.
"Being located in a mall can improve a bookstores customer volume while the store brings culture to the mall," says Zhou Rongqiao, general manager of Blue Lion. "It's win-win."
"The new-style bookstores emerging recently indicate book market is booming, and people reading more and more," says Zhou Liwei, a director of Zhejiang Xinhua Bookstore Group. "The market is not a fixed-size cake, it can be activated and expand.
"A well-run book market requires three things: prosperous bookstores, high standard of living and the citizens' habit of reading," he adds. "Hangzhou has them all."
The Internet Age is difficult for bookstores, especially those selling cultural, academic and specialized titles. However, some innovative bookstores in Hangzhou are diversifying, changing locations, and adopting a warm and cultural cafe atmosphere.
The city, known for its culture, is also attracting big book brands that find Shanghai too expensive.
Eslite Bookstore, a noted brand from Taiwan, recently announced it would open a couple of stores in Hangzhou by 2014. It also plans to open a store in Suzhou, Jiangsu Province.
The Hangzhou Municipal Government has agreed to provide two prime locations in downtown for Eslite and extend various preferential policies.
While picking up two cities in the Yangzte River Delta, Eslite has avoided Shanghai.
"We temporarily cannot afford the high property costs of a first-tier city," said Eslite owner Wu Ching-You, at a Hong Kong book fair on July 25, a day after the announcement about expanding to Hangzhou.
Wu acknowledged the business opportunities in big cities like Shanghai and Beijing but emphasized "our brand attaches more importance to culture and we like Hangzhou's and Suzhou's cultural atmosphere."
Around 400,000 college students in Hangzhou also make the city attractive.
In fact, Hangzhou, which is known for its beauty and culture, recently lured another big brand, Page One Bookstore from Singapore. The company is well known for its bilingual (English and Chinese) books on arts and culture, and literary offerings. It has opened branches in Hong Kong, Malaysia and Taipei.
Operating for more than a month at MixC Mall in Hangzhou, Page One sells books costing an average of 200 yuan (US$29.50), but it's already proving popular and nearly 400 memberships were sold on opening day, far beyond expectations.
"Hangzhou boasts strong consumer power as well as profound cultural resources," says Liu Gui, general manager of Page One, in explanation.
The bookstore features modern pleasant decor, a comprehensive collection professionally arranged, and comfortable places to sit and read.
"The aim is to relax readers and inspire them to buy," says Liu.
The staff in Hanghzou have been transferred from stores in Hong Kong and Singapore and offer personalized service to readers, helping them locate books.
Many private bookstores are becoming multi-functional and offering more specialized services and subject such as how-to books on business, improving appearance and raising test scores.
The competition is stiff from big online bookstores selling vast number of cheap books and staying open 24 hours a day. In response, some private book sellers are opening in malls to attract more traffic and near universities. They are also offering coffee, music and culture.
Blue Lion Book Cafe, a local brand in Hangzhou Jiebai Mall, opened in late May and has already made a name for itself. Some local media call it the city's most beautiful bookstores, with a 300-square-meter terrace, sweeping views of West Lake and coffee and snacks.
Found by Wu Xiaobo, a famous financial writer, the book cafe has only 200 square meters devoted to sales, but decor and arrangement are fashionable.
"Here, we don't sell goods, but let people look for thought, and taste the happiness of reading," says Wu.
The cafe offers free cultural activities, including lectures by writers, artists and other creative people.
"Being located in a mall can improve a bookstores customer volume while the store brings culture to the mall," says Zhou Rongqiao, general manager of Blue Lion. "It's win-win."
"The new-style bookstores emerging recently indicate book market is booming, and people reading more and more," says Zhou Liwei, a director of Zhejiang Xinhua Bookstore Group. "The market is not a fixed-size cake, it can be activated and expand.
"A well-run book market requires three things: prosperous bookstores, high standard of living and the citizens' habit of reading," he adds. "Hangzhou has them all."
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