Recently, online bookstore Yanji has attracted attention again because it is deeply involved in the storm of closing stores. After closing some stores in Beijing, Chengdu and Xi'an, Yanji successively closed many stores in Shenzhen and Guangzhou. The words in the strategic adjustment may have realized that "selfie" alone can not save the physical bookstore, and the online Red bookstore can not only stay in the stage of attracting consumers to take photos and "punch in", but also really find a sustainable profit model. The continuous profitability of physical bookstores requires the government to encourage and support the development of physical bookstores, the full support of all sectors of society, and the self-reliance of physical bookstores, boldly innovate business models and find new development paths. Physical bookstores have broken the traditional way of selling books and turned into a composite space with the functions of education, exhibition and leisure, so as to attract more people to patronize bookstores and buy books. The large-scale closure of bookstores is a vivid "marketing class". Closing the store is a market behavior, which once again proves that building the physical bookstore as a "cultural landmark" needs the strong support of the whole society, and also needs the bookstore's all-round and endless innovation in business model, service mode and reading experience, so as to integrate the physical Bookstore into richer and diversified cultural elements and explore a sustainable profit model, so as to get the physical Bookstore out of the dilemma. (outlook new era)