As China advances its endeavor to foster a love of reading, brick-and-mortar bookstores across the country are undergoing a profound transformation — shifting from a focus on selling books to reinventing themselves as multifunctional cultural spaces.

By blending reading with culture, leisure and social interaction, these venues are striving to remain relevant in a changing landscape.

The latest data shows that the country has more than 3,200 public libraries and around 100,000 physical bookstores, alongside over 40,000 new-style public cultural spaces.

"What high street bookstores can offer — and what online retailers and screens cannot replace — is the immersive, interactive experience," said Liu Yang, a book editor with eight years of experience in the industry.

A report released by the Chinese Academy of Press and Publication reveals that the average reading volume per capita in 2024, encompassing both print and digital books, was 8.31 books. Within this total, the average number of printed books read was 4.79.

The report said that around 80 percent of respondents read on mobile devices, while only 36.4 percent of urban residents had used bookstore services over the past year. These figures highlight a significant shift in reading habits, prompting bookstores to rethink their value proposition in the digital era.

"Faced with shifting consumer preferences and growing competition from e-commerce platforms and digital content, physical bookstores have to strive to retain their appeal," said Liu, who is a frequent bookstore visitor.

While book retail remains their core business, bookstores are actively expanding into non-book sectors to enhance sustainability and visitor engagement.

Xinhua Bookstore, a State-owned chain with a history of more than 80 years, has been exploring diversified operations such as study tours, cultural creation and technology-enhanced experiences, according to a report by the China Xinhua Bookstore Association.

In Hunan province, a co-branded bookstore in Changsha, the provincial capital, launched through a partnership between Xinhua and the local tea brand Chayan Yuese, has become a popular tourist destination. The Xinhua brand in Shandong province has expanded its offerings beyond books to appeal to a broader audience by incorporating various service programs, such as sessions for the elderly, youth night schools, reading practice camps and English study clubs.

While State-owned chains leverage policy support, private bookstores rely more on market-driven innovations.

Sisyphe Bookstore, with 480 outlets nationwide, draws a considerable share of revenue from non-book offerings such as cultural and creative products, in-store cafes, book launch events, merchandise and membership programs.

Bookstores like Zhongshuge and Page One have emerged with aesthetically striking designs to attract readers and counter the convenience of online shopping.

Amid shifts in consumer behavior and the rise of livestreaming, bookstores are adopting innovative marketing strategies to engage younger readers. One popular trend is the "blind box" book sets, which combine books with the excitement and surprise of mystery boxes.