One frequent customer, Niu Na, said that it was the first time that she had come to the bookstore at night.

"I used to come here to buy books during the daytime but never really stayed and read." Niu added that the store’s new tables, chairs and lighting make the customer's experience more positive and pleasant.

Hu Yihu, an anchor at Phoenix Satellite Television, said, he has "special feelings" toward 24-hour bookstores because he used to go to the Eslite Bookstore in Taiwan at night.

"When I heard Sanlian would do the same thing, I decided to come here to show my support," he said.

But some people worry that the store could attract homeless people, and others said they had concerns about its sustainability, especially as many people are turning to e-books – and also read less than in the past.

According to a survey last year by the Chinese Academy of Press and Publication, Chinese people read an average of 4 books last year - a figure that trails far behind major developed countries and also involves a drop of about 5 percent over the past twelve years.

Related: First 24-hr Beijing bookstore opens

Beijing's first 24-hr bookstore turns first page