"We can build a brand through business-to-customer services, while benefiting from a business-to-business approach, so that a commercial closed loop would be established. It requires effort from the government, society and bookstores," says Cheng.

Liu Jun, chairman of Dayin Bookmall, supports Cheng's idea and cites the example of his bookstore. Liu says 30 percent of its income is derived from selling books, beverages and creative cultural products, while 40 percent comes from hosting cultural activities.

"On the basis that our bookstore can gather enough cultural resources, and that people in the city have an increasing need for quality cultural content, many organizations and enterprises would like to sponsor cultural activities on our platform. In that way we benefit," says Liu.

Zhu Handong, editor-in-chief of Time Publishing and Media, has a positive attitude to such bookstore development in a post-pandemic era. "China's Report on the Work of the Government has advocated universal reading for eight consecutive years, and government support for the industry has promoted its healthy development," says Zhu.