Scholar Ding Dong, writer Shen Rui and editor Ding Ning speak about a series of books at a reading event (PHOTO BY LIU JIAN)

A personal approach

Increasingly, more people are choosing to spend their free time watching TV or surfing the Internet rather than reading. "It's no surprise that people are reading less and that there has been a substantial decline in the purchase of books," says Sun. "Bookstores are also facing increasing pressure from online book outlets, as they have a more competitive advantage over pricing."

Yet Sun is confident that the salon's reader-oriented approach and unique services will help the organization to survive and grow in its niche market. She believes that although technology advances, the need for in-person communication cannot be replaced.

Catering to that need has proved successful for Lady Book Saloon. Its member base is over 2,000 strong and more than 12,000 receive the store's newsletter.

Members pay an annual fee: 720 yuan ($114) for an individual card, 860 yuan ($136) for a mother-and-child card, and 1,280 yuan ($203) for a three-member family card. In return, they enjoy free access to extensive books and a DVD rental library, along with beverage and event discounts. They can curl up with a book in the store's reading area, relax with a cup of tea or coffee, or surf the Internet using a free Wi-Fi network.

In addition, the salon also holds various events and classes with subjects ranging from travel, art and food, to makeup, psychology and relationships. Movie screenings of book adaptations are held every weekend. Often, books' authors, translators or publishers are invited to host a discussion afterward.

"I like the salon style of book reading, movie watching and sharing," says Quan Ronghua, a tour guide and freelance writer. "I can raise questions directly to an author at an event. It's more like a women's club, where you can meet like-minded friends."

Perhaps unlike other bookstores, Lady's members play an active role in the shop's development. If they want to read a book, watch a film, or propose a class or event, they can write their suggestions down on the salon's recommendation sheet.

"Feedback and suggestions from customers will help us better our service in the future," says planning director Sun Tingting. "The hope is that we will give members a sense of belonging."