So, physical bookstores in China have started cooperating more closely with publishers in more diversified ways to attract more readers in recent years. They not only hope to improve sales but also aspire to create "a new reading wave" and associated lifestyle that leads to a more book-friendly society.

This year the forum's organizer invited more publishers from Britain, France and Japan, and also speakers from exemplar bookshops that have close partnerships with publishers to share ideas about how to attract more readers.

Kan was deputy chief of Shanghai's press and publication bureau in charge of the Shanghai Book Fair from 2008 to 2014. Visitor numbers to the 20,000-square-meter book fair increased from tens of thousands to around 300,000 over the following years.

For Kan, good taste in literature is key to attracting more readers to book fairs and bookshops.

Before 2011, organizers floated several ideas on how to attract more readers to the Shanghai Book Fair. "We wondered whether we should enlarge the space to allow more readers to attend, or offer more discounts, or invite more bestselling writers to attract people's attention," Kan says.