Optimistic outlook

Living in Nanjing, Jiangsu province — recognized by UNESCO as a "City of Literature" — Dan is optimistic about the push to promote reading. This is due in part to the local government's introduction of various policies that enhance reading opportunities, providing a model for other cities to follow.

For example, bookstores can enjoy rent and tax reductions. In 2024 alone, the Xinhua Bookstores in Nanjing received tax reductions of over 22 million yuan ($3.18 million).

According to the national VAT preferential policy launched in 2013, books will be exempt from value-added tax at both the wholesale and retail stages until Dec 31, 2027.

As a scholar who is often invited to events at different bookstores in Nanjing, Dan said they are informative and popular with readers.

One of those bookstores, Librairie Avant-Garde, has become a popular destination for tourists. Besides books, Librairie Avant-Garde serves coffee and has seating for more than 100 people. Every year it hosts over 100 book events, making it an important cultural landmark in Nanjing.

In 2025, the 3,680-square-meter bookstore received more than 2.5 million visitors, according to Zhang Ruifeng, Librairie Avant-Garde's chairman.

He said that after 30 years of development, bookstores have evolved into important public spaces that mirror a city's cultural identity and social progress.

"You can come here to study, read for free, take a stroll after meals, host friends from out of town, enjoy afternoon tea, meet writers and fellow readers, or even visit as a tourist. Bookstores serve a wide range of functions," he explained.

The introduction of the regulation on Feb 1 opens a new page for the nation's cultural infrastructure, he said.

"It clarifies many aspects such as equipment, services, and promotion, establishes mechanisms to ensure implementation, and also includes encouraging requirements for different participants, including bookstores. That's what we are happy to see," he said.

However, for bookstores to thrive, regulations should be introduced to combat piracy and protect book pricing. These measures are crucial for fostering fair competition among market players and are essential for promoting a long-term reading culture.

"Piracy is currently a significant issue, particularly on loosely regulated online shopping platforms," he said.

"There are instances where pirated versions of new books are available even before we receive our copies. As a result, authentic books struggle to sell because pirated versions are offered at much lower prices on these platforms."

He said the government should prohibit the sale of heavily discounted books offered on online shopping platforms. These platforms often receive lower wholesale prices due to their higher sales volumes, putting traditional bookstores at a disadvantage.

"We can take cues from countries like France and South Korea in this regard. Implementing a pricing protection mechanism would undoubtedly foster healthier growth for bookstores," he said.