People read books at the Sanlian Taofen Bookstore in Beijing, capital of China, at wee hours of April 9, 2014. The Sanlian Taofen Bookstore tried to open 24 hours a day on Tuesday. The trial operation will last for 10 days before the official business. [Photo/Xinhua]

The Sanlian Taofen Bookstore started operating 24 hours per day on April 8, a change that will last for a trial period of 10 days. The response has been mixed.

The store launched the trial the same day as it started its "Midnight Reading Room" event on douban.com - a popular Chinese website which is a social network concerning discussions on creative and social issues – inviting readers to come to the bookstore to "read, relax or chat", and promising discounts between 21pm to 9am during the 10-day trial.

Within 48 hours, more than 840 online users expressed interest in the idea and another 434 people said they would come and see for themselves during the trial.

Some netizens said this initiative could lead to a new business model.

"Sanlian’s recent decision might result in a cultural street which includes bookstores, cafes, restaurants catering to readers at night." High Dali wrote in an online message.

Wang Yu, the bookstore’s sales manager, was quoted by Chinanews.com as saying that sales hit 14, 000 yuan ($2,252.60) during the first night, and most of the purchases were made before 2am.

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