Recently, the "online Red bookstore" Yanji has fallen into the "closing tide" - after closing some stores in Beijing, Chengdu and Xi'an, Yanji has successively closed many stores in Shenzhen and Guangzhou. Can the once popular "online bookstore" model be maintained? In short, wanghong bookstore is a brand-new bookstore business that has become popular in recent years. With the help of exquisite store decoration and a wide range of cultural and creative products, these bookstores have a cluster of fans on the Internet, and then they have created a unique development path in the previous fierce book market competition. Frankly speaking, the rise of online Red Bookstore directly benefits from the demand of commercial real estate for high-end cultural products. A few years ago, some commercial real estate used rent reduction to attract online Red bookstore to settle in, so as to improve the cultural grade of the real estate and enhance the passenger flow. This has greatly boosted the expansion and development of online bookstore. Some people even think that physical bookstores can usher in a new spring as long as they transform into online Red bookstores. However, the improvement of the external environment is not invariable, and the selfie economic dividend period is bound to be impossible to maintain for a long time. With more and more online red products, the traffic effect and cultural effect that bookstores can bring also began to decline. If bookstores at this time do not actively think about the response under the new conditions, it may only be a matter of time before they fail in business. What is the long-term way for bookstores to survive and develop? From the perspective of the overall environment, the development of the cultural environment of the whole society is the foundation. There are no beautiful flowers in the desert. Only when the social and cultural environment is more and more prosperous and the book industry and cultural industry are more and more prosperous, can we create a better growth environment for physical bookstores. The government and society should also provide preferential policies, increase investment in real gold and silver, and reduce the survival cost of the cultural industry represented by physical bookstores in big cities. From the logic of the development of bookstores and cultural industry, cultivating internal skills and improving brand value and industrial added value are the way forward that all physical culture bookstores need to think about - looking around the world, the shrinkage of physical books and physical book sales channels may be a universal challenge. Bookstores are looking forward to survival and improving profits. They must create cultural products with personal characteristics, For example, common cultural and creative surroundings. In addition, the inherent brand image of the bookstore is also very important, which can form cultural products with unique competitiveness. In short, the bookstore should not only keep the green light of culture for the society and let the fire of civilization inherit and continue, but also innovate the business model and make the business rules the source of strength for the long-term development of the bookstore. (Xinhua News Agency)