In an innovative move aiming to keep the allure of traditional brick-and-mortar businesses alive in a digitizing world, China’s first-ever magazine-themed store was unveiled in downtown Shanghai in July. The Dayin Bookmall Heping Park Magazines Tea House, situated in a tranquil park, promises an exciting blend of culture, leisure, and gastronomy, aiming to cater to diverse interests of its visitors.
The store was officially inaugurated on July 9 in Shanghai’s bustling Hongkou district. Stretching over a spacious two-story building spanning 1,500 square meters, the store houses an impressive collection of hundreds of magazines across 30 categories, hailing from 20 countries and regions worldwide. This unique concept of a magazine-centric store set in a public park is a first not just for Shanghai, but for China.
Speaking to the Global Times, the store’s manager Xu Huixin explained their ambition to provide a comfortable atmosphere for customers to indulge in their love for reading. With a diverse selection of international and Chinese publications covering topics from art and fashion to global tourism and current affairs, the store aspires to cater to the varied tastes of its clientele.
In a unique approach to retail, the store operates on a model where “every magazine can be read, borrowed and subscribed to,” offering a comprehensive service to its readers. But it’s not all about reading; a mini-exhibition commemorating the art of Pablo Picasso adds an artistic flair to the store, further distinguishing it from its competitors.
As Xu explained, the store’s revenue structure balances between the sale of magazines and related merchandise, and the income from their food and beverage sector. A diverse menu of tea, coffee, and other beverages ranging from 18 yuan ($2.5) to 58 yuan complements their food offerings, priced competitively with other restaurants in commercial areas of Shanghai.
This unique venture has been launched in cooperation with the Hongkou district government, in line with their “park plus” campaign. This initiative seeks to infuse parks in the district with additional features to serve local residents better. The store, therefore, serves as a “culture plus” addition to Heping Park, which recently reopened after extensive renovation in October 2022.
The store aims to appeal to various demographics, including senior citizens who might be drawn by nostalgia for the time when newsstands selling newspapers and magazines were a common sight in Shanghai. As Xu pointed out, this sense of nostalgia could translate into support for the store in the form of magazine purchases.
The launch of this unique magazine-themed store marks an innovative attempt to preserve traditional retail while adapting to the changing times, illustrating the resilience and adaptability of China’s retail sector in a rapidly digitizing world.
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