China bookshops offer an old-school reading experience in the digital age

Hidden away between rows of restaurants in the basement of a high-end Chongqing shopping centre is a rather surprising find. An arty and sleek bookstore stretches out over a sizeable 2,500 square metres, full of leather sofas, comfortable reading spots, plants, and a broad range of books from Chinese classics to international bestsellers.

The shop is one of the first physical stores opened by online bookseller Dangdang, bringing together books with space for talks and discussion groups, a cafe and even art classes.

“I really like coming here,” says a young female student. “I like to look at all the books and meet friends. It’s never that busy, so it is a peaceful place to go.”

“I want my children to get used to reading books both for study and fun,” says another woman, who has brought her three-year-old daughter to explore the large children’s book area.

Dangdang’s shift to bricks and mortar reflects a global trend, and in China a new generation of meticulously designed bookstores are breathing new life into the publishing world.

Smartphones are the preferred way to consume almost all media in China, from news to soap operas – more than 90 per cent of millennials own a smartphone, and they use them for an average of almost 30 hours a week.