A new exploration of the transformation of the bookstore after selling coffee and literary creation: "sleeping between the lines"

The "cultural living room" has changed into a "tourist bedroom"--

On the 23rd, Feng Xieli, a senior in Zhejiang, "went to Yangzhou in a bright spring." Different from previous trips, she did not stay in a hotel or find relatives and friends this time, but chose to stay in the Border Town Bookstore on Yangzhou Pishi Street. The price of 298 yuan per room is slightly higher than that of Express Hotel, but the experience of "sleeping with a book" is obviously fresh.

The Border Town Bookstore is not a loner. At present, a number of bookstores in 16 cities across the country have joined the "Light of the City" accommodation program launched by the "Pig" short-rent platform, so that tourists can "meet good books late at night."

The transformation of "cultural living room" into "visitor bedroom" is a feasible new mode of bookstore operation or a gimmick to attract customers. Can the beautiful ideal of "sleeping between the lines" stand up to realistic considerations? What kind of path exploration can the unique cultural experience provide for the transformation of physical bookstores?

Scene experience consumption, sleeping in a book city is not a dream.

Feng Xieli is a young woman in literature and art, and "yearning for a better life" is her pursuit. This time, I chose to sleep in the bookstore because of the recommendation of my friends on the literature and art website. When communicating with reporters in the backyard of the bookstore, it was "the top of the willow on the moon", holding a cup of tea, sitting on a rattan chair, surrounded by ancient books, calligraphy and painting, and porcelain, all in a "just right" atmosphere. After looking around, Xiao Feng said, "in terms of comfort alone, it may not be comparable to a star hotel, but you can go to sleep quietly with a good book in hand, or chat with interesting shopkeepers and book friends about books and life." it's not a star hotel. "

The reporter noticed that behind the reading area of the bookstore, two rooms adjacent to the backyard have been converted into accommodation areas, each room can accommodate two to three people, the room is clean and tidy, and the bathroom next to it is also equipped with bath facilities. The specific accommodation expenses are similar to those of a youth hostel. You can rent a room for 200 to 300 yuan, or you can choose to share a room with other guests for only a few dozen yuan.

It has been two years since the Border Town Bookstore joined the "Pig" short-term rental platform. The first guest who checked in in early 2016 was vividly remembered by Wang Jun, the bookstore owner. "that was a senior high school student who had just finished his final exam. the little girl spent the night in the bookstore and was very happy when she communicated with me the next day. She thought the accommodation experience was very novel and enjoyable. Her smiling face gives me the motivation to keep doing it. "

Scene-style experiential consumption is the element promoted by Pan Zefu, the partner of "Pig short Rent". In an interview with reporters, he said, "the atmosphere provided by physical bookstores is unmatched by the online book city, especially like many humanities bookstores, independent bookstores, full of books, the bookstore owner settling down the guests and recommending him a good book. Such a scene is not only a good way of accommodation, but also a very good cultural experience."

When our feelings fall to the ground, we have to talk about practical problems. Wang Jun made no secret of making a profit: "the bookstore has been open for almost ten years, but it finally broke even last year." In 2016, the Border Town Bookstore received more than 80 accommodation orders, coupled with sales of cultural and creative products, resulting in a significant increase in annual income.

With the transformation of "diversification", bookstores have become a cultural space.

The impact of the online book city, so that physical bookstores have to seek transformation. Selling coffee + selling literary creation is the transformation attempt made by many bookstores before. During this period, some bookstores have made the exploration of "not selling books but selling services".

This is the case with the Yingzhou study, which is located on Yingzhou in Xuanwu Lake. Although it is called "study", Yingzhou study does not sell books. Wei Juan, head of the study, told reporters that the main business direction of the study is to create a reading space for children under the age of 12, to provide them with unique children's education and natural experience services, and by offering relevant natural courses, let children explore and learn in such an open natural ecological space as Xuanwu Lake. Rely on this part of the income, the study has achieved profit, the operation of sound development.

Do the guests stay in the bookstore and read books? With regard to this issue, Wang Jun felt that it was "both important and not so important." when he communicated with reporters, he said, "people often say 'vassal elegance'. Only by being 'vassal' can 'elegance' be possible. Readers live here, get the infiltration of books, ignite awe of books, this experience is like a seed in the heart, one day will sprout, will affect his spirit and life. The purpose of our introduction of the accommodation function is to turn the bookstore, which traditionally has only the function of selling books, into a cultural space for the soul to inhabit. "

In fact, no matter what it is to sell or not to sell, it is the exploration of transformation. The real diversity is to make the bookstore become a cultural living space for urbanites, and then evolve into a local cultural landmark, so that people have a sense of belonging here and are willing to stay. Zhang Xing, brand director of Pioneer Bookstore, further explained to reporters that Pioneer has been working hard in the field of books for so many years, and every book has been carefully selected by the book selection team before it is put on the shelves, which ensures the quality of books to the greatest extent. In addition to selling books, Pioneer also pays great attention to readers' sense of experience in the bookstore, through holding exhibitions and lectures to create a three-dimensional space full of cultural flavor for readers, so that readers can fully feel the joy of meeting good books here.

Enhance the "sense of experience" and let culture light up the city

The sense of experience is an urgent problem to be solved in the transformed physical bookstore. In Wang Jun's view, that unique cultural experience is the biggest motivation for people to choose to enter the bookstore. He told reporters, "take Wenchuang as an example, we will paste the incomplete pages of ancient books on the lampshade to make a lamp full of ancient meaning, so that readers can communicate with the ancients when they meet with the remnants of ancient books."

The south study on the second floor of Moling Road in Nanjing is also such a "unique" place. "the unquenchable ideal, the study without turning off the lights" is known as "the first 24-hour reading space in Nanjing". In the view of Chen Ye, the founder of the study, with the evolution of the times, the bookstore needs to play more than just a place to sell books. In the rapidly developing society, people need a space for spiritual life, and the bookstore is undoubtedly the best choice. Cultural experience not only enriches personal leisure life, but also allows the whole city to live poetically and let culture light up the city.

The transformation from a simple physical bookstore to a book bar that brings together book lovers and cultural people to share an attitude and way of life may be one of the ways of existence of physical bookstores in the future. When communicating with reporters, Zhang Xing said, "with the sharing of spirit and participation in cultural life, physical bookstores must achieve the extreme of their own characteristics." Meet the cultural needs of the public and give the best experience, no matter in what era, there will be room for survival. "