In the past Spring Festival of the Year of the Rabbit, the "popularity" of the physical bookstore industry has returned. According to incomplete statistics, during the Spring Festival in 2023, nearly 200000 people in Beijing "went to bookstores", and the book sales of more than 160 physical bookstores exceeded 20 million yuan, achieving a "good start" in 2023. Among them, the sales of two large comprehensive bookstores, Beijing Book Building and Wangfujing Bookstore, exceeded 1 million yuan, and the retail sales of many physical bookstores, such as China Bookstore, Xinhua Bookstore, Foreign Language Bookstore, the Palace Museum Bookstore and the Light of Youth Bookstore, increased by more than 50% year-on-year. "The most difficult moment has passed. This year, we are confident to enhance the supply capacity of high-quality reading content and contribute to building a city with rich humanistic flavor," said Xu Jin, director of the Marketing Management Center of Beijing Book Building. The flow of visitors to the store has increased significantly. The Wangfujing Bookstore, located at the south entrance of Wangfujing Street in Beijing, has attracted an endless stream of people to buy books. The children's reading area is full of parent-child readers. According to the data, the bookstore received more than 100000 passengers in January 2023, a significant increase over December the previous year. A reader from Fangshan District who went to the store to buy books told the reporter: "If you want to select books carefully, physical bookstores are still a better channel than e-commerce." The Xidan Book Building, also located in Beijing, had nearly 200000 readers in January, and children's, literature and cultural books attracted a large number of visitors. In the south, the passenger flow of physical bookstores also rebounded significantly. Tang Hanlong, secretary of the Party Committee and chairman of the Shenzhen Publishing Group Co., Ltd., told reporters: "The total passenger flow of the six major book cities under the jurisdiction of the group in January 2023 exceeded 2.4 million, with an increase of 68% and 65% respectively compared with that in December last year and the Spring Festival last year." In Shanghai, Hangzhou, Yangzhou, Chengdu, Suzhou, Wuxi, Xi'an, Guiyang, Chongqing, Beijing, Wuhan, Guangzhou, Ningbo, Yinchuan, Taiyuan, Changchun, Yantai Shijiazhuang and other cities across the country have a chain brand of 42 physical bookstores, Zhong Shuge. In January 2023, the number of visitors to stores nationwide exceeded 860000, up more than 20% year on year. Shang Sijia, the manager of Zhongshuge Laofoye Store in Xidan, Beijing, recalled that in the past three years, when the epidemic was at its worst, the daily passenger flow to the store was in single digits. "In January of this year, the passenger flow recovered to about 570 people a day. During the Spring Festival, there were even foreign tourists pulling boxes to buy books. Although the passenger flow was still lower than before the epidemic, it was enough to give us confidence to continue." Not only in the city, but also in the "most beautiful bookstore" in the countryside, also ushered in the peak of passenger flow. Located in an improved granary in Beilong Village, Shaxi Ancient Town, Dali, Yunnan Province, the Pioneer Shaxi Bai Bookstore ushered in a bright moment after its opening in 2020. "With a business space of about 600 square meters, the number of tourists in January reached 30000, mostly from Beijing, Shanghai, Guangdong and Sichuan and Chongqing regions. The number of tourists has increased more than five times over last year's Spring Festival." The store manager Hu Jiao was delighted. Another village bookstore in Pioneer, located in Chenjiapu Village, Songyang County, Lishui City, Zhejiang Province, welcomed about 30000 returning tourists during the Spring Festival. Industry insiders believe that,