World Reading Day is approaching, and there is a reading craze in various parts of the country. In the past few years, the impact of the epidemic, the prevalence of online shopping, and profound changes in readers' reading habits have brought many challenges to the operation of physical bookstores. The survival difficulties and operational transformation pressures faced by physical bookstores are affecting the nerves of every bookworm. What is the current situation of physical bookstores? How should bookstores seek transformation and development in the Internet era? How to proactively expand new channels, models, and services? The reporter recently visited some physical bookstores in Beijing and found that they have made their own explorations. On a bright spring afternoon, in the bystander bookstore of Beijing's 751 Cultural Park, everyone quietly selects and reads books. Wu Min, the manager of the onlooker press, told the reporter, "There are more and more customers in the store, which can reach 700 or 800 people on weekends. The turnover in the first two months of this year is far higher than that before the COVID-19 epidemic.". Physical bookstores are not only important commercial formats and consumption spaces, but also display windows for urban image and cultural dissemination. Nowadays, more and more people are entering bookstores, and physical bookstores in Beijing have shown a stable development and improved quality overall. The strong aroma of books not only satisfies people's diverse reading needs, but also cultivates the cultural heritage of the city. Data shows that before 2016, there were less than 1000 physical bookstores in Beijing. As of 2022, the number of physical bookstores in Beijing has exceeded 2000, with over 0.94 bookstores per 10000 people. In 2022, Beijing held over 30000 unique reading activities, affecting and covering over 20 million people. The vitality of offline bookstores is beginning to emerge, and the epidemic has made everyone realize that people need to meet, books need to be touched with their hands, and they need to be opened. The business of physical bookstores is getting better, and the revenue is better than before the epidemic, "Zhao Chaoyue, the manager of Bianan Bookstore, told reporters. By implementing a series of supportive policies and organizing various characteristic activities, physical bookstores in Beijing have achieved continuous improvement in both quantity and quality. The bookstore continuously attracts more readers through high-quality books, creative exhibitions, thoughtful services, and rich activities. Refusing to lie flat and strive to operate, "When we first opened, we happened to catch up with a relatively severe stage of the epidemic." Pan Xiaolong, the manager of Le Wu Le Du Bookstore, is a post-80s generation whose bookstore is located in the Blue Mountain Cultural Park in Miyun District, far from the city center of Beijing. During the three years of the epidemic, bookstores were unable to hold a large number of activities externally, and could only form a certain influence through online forms to let everyone know about this place. During the epidemic, most physical bookstores operated intermittently, with unstable customer traffic, and consumers increasingly inclined to purchase books online, which made it even worse for physical bookstores that were already under high survival pressure. Surviving and becoming a top priority for physical bookstores. In recent years, Beijing has introduced relevant support measures. From 2016 to 2018, Beijing invested approximately 70 million yuan in support funds to support over 220 bookstores. Starting from 2019, the budget for supporting physical bookstores in Beijing has reached 100 million yuan per year, with a cumulative support of about 1000 physical bookstores over the past four years. In addition, in order to promote physical bookstores to focus on their main business and improve the level of refined management, in 2016