On Weide Road behind Daxue Road, the air here is filled with the scent of books.

In August 2022, Old Fudan Bookstore, a two-decade-old library near Fudan University, found a new home on Weide Road. In January 2023, once-shuttered Gudao Bookstore, known as China's only detective and mystery novel store, reopened on Weide Road, with its new name "Mystery Books". Then, in April 2023, Yue Yue Bookstore opened on Weide Road. Together, these three bookstores form a "golden triangle" - a unique "bookstore street" that has taken shape.

In an era dominated by the digital economy, where physical bookstores are often seen as relics of the past, the three bookstores on Weide Road are defying the odds. They are banding together, finding strength in unity as they carve out a niche for themselves in the offline world. Some focus on catering to a loyal and dedicated customer base, while others reinvent their business models. There are even those who have experienced the full cycle of opening, closing, reopening, and nearly closing again. Despite the challenges, they refuse to give up. At the heart of this renaissance lies the unique cultural heritage of Daxue Road.

A tiny bookstore: The miniature saga of a brick-and-mortar shop

Stroll down Weide Road from Daxue Road, you will soon spot Mystery Books. This cozy library is dedicated entirely to detective and mystery novels. Right when you step inside, you are greeted by the famous 221B Baker Street door - a nod to the owner's literary love.

Shi Chen is the owner of Mystery Books and a Chinese mystery writer. Back in April 2021, he opened his first bookstore, Gudao Bookstore, on Nanchang Road in Huangpu District. It was a quirky idea sparked by a chat with friends. They decided to run the shop for just one year, and it took off like wildfire. Crowds poured in, and the sales numbers skyrocketed. But as promised, Gudao Bookstore closed its doors in March 2022.

In the autumn of 2022, Shi was creating a detective novel at home, when he received a call from KIC Neighborhood in Yangpu District. They extended an invitation for him to bring back his detective novel store to complete what Gudao Bookstore had left unfinished. The idea stirred something within him. Consequently, in November of that year, Mystery Books began its decoration on Weide Road and officially opened its doors in January 2023.

However, in July 2024, Shi announced that, unless something extraordinary happened, Mystery Books would draw its final curtain when the lease ran out in October.

The news sparked an outpouring of heartfelt comments. "I'm hoping for a miracle", "My heart just sank", "I never got the chance to visit", "I'm rooting for Mystery Books to rise again"…

Operating a niche bookstore like Mystery Books has been an uphill battle. In a world dominated by e-books, audiobooks, and online retailers, the struggle for survival is real. Writer Ma Boyong scrawled the words "Survive!" Shi has long acknowledged that the market for detective and mystery novels in China is still too small, with most enthusiasts favoring Japanese-style orthodox mysteries. He dreamed of promoting homegrown Chinese mysteries, but the audience is just too limited.

Despite the challenges, Mystery Books has drawn enthusiasts from far and wide. Mystery fans have traveled from other provinces, and even from neighboring countries like Japan, to visit this unique bookstore. But these one-off visits are not enough to sustain the business. And physical bookstores are at a disadvantage in prices. "I get it when customers check prices online after browsing in the store," Shi said. "But we need to make a living too. I'm doing everything I can to boost sales."

Shi has spared no effort in this endeavor. He has been regularly hosting a variety of offline events in the store, including reader salons, mystery lectures, and new book launches. His goal is not only to boost the store's profile but also to carve out a cozy sanctuary for mystery lovers. Additionally, he has created some unique merchandise that readers can take home as keepsakes.

It was four months after the closure notice that the "miracle" readers had been hoping for finally happened. The staff from the relevant department of Wujiaochang Sub-district, where Weide Road is, came knocking on Mystery Books' door with a cool idea for collaboration. They wanted to buy reading services from the store, basically giving it a financial boost to ease its burden. Their plan was to make the bookstore a real cultural hotspot and share event spaces. Shui On Group's KIC also pitched in, pulling Mystery Books into cultural events like the Daxue Road Knowledge Art Festival to give it more exposure.

Thanks to all this help, in late November, Mystery Books said it was staying open: "Our mystery-loving ship has dodged the storm and is still sailing, giving mystery fans a place to chat and share."

Fast forward to January 2025, Mystery Books unveiled its annual mystery novel list at Wujiaochang Sub-district's "People's Lecture Hall". They got 101 reviewers to sift through tons of books and pick the best ones, so readers would have a solid list to check out. This bookstore, which was on the brink, now has its future right within reach.

Three bookstores on one street, each with its own special flavor

Unlike Mystery Books, the other two bookstores on Weide Road - Old Fudan Bookstore and Yue Yue Bookstore - have a wider and more flexible range of customers. But with the physical bookstore market facing tough times, like high rents and competition from online stores, they need to figure out how to keep going.

Old Fudan Bookstore has stuck to the traditional way. This place, which has been around for over two decades, is all about "no-sorting". On the shelves, you have books on everything on literature, history, philosophy, science, engineering, agriculture, and medicine, all jumbled up together. Some used books are even just piled on the floor or at the entrance, waiting to be looked through. It is like a treasure hunt for readers.

In today's digital world, this might seem a bit odd, but it is actually what makes the bookstore special. Some people joke that this is the real magic of physical bookstores: "We're not just looking for a book; we're hoping for that surprise of finding something unexpected."

Zhang Qiang, the owner of the bookstore, has put up his phone number outside so people can call him if they have old books to sell. He will then go to their homes and pick up the books himself. The bookstore is pretty famous among the universities around here. Professors from universities like Fudan University and Shanghai University of Finance and Economics often get in touch with him. They have so many books to sell that they bring them over by the truckload, and he buys them by weight. After a while, the store ended up with all these rare books and classics from these scholars. Now, people just keep coming to dig through the collection.

Zhang keeps things simple: no online sales, no fancy promotions. But his bookstore is still standing strong, all thanks to loyal customers and a good reputation.

If Old Fudan Bookstore is all about "keeping it steady in a changing world", then Yue Yue Bookstore is the total opposite - it is all about "jumping right into the changes."

Yue Yue Bookstore used to be called Zhida Bookstore, and it was on Guoquan Road. The owners, Luo Hong and her husband, studied computer science at Fudan University, so they have always been quick to catch on to the internet. Back in 2005, they had the idea to start an online business. They registered an online bookstore called "Yue Yue Books" and even set up a company. They got on Taobao early and became one of the first bookstores to sell there. Eventually, "Yue Yue Books" hit the jackpot and became the top-rated five-diamond seller in the book category on Taobao.

Luo is always on the lookout for new tech trends. Nowadays, everyone talks about paying for knowledge, and she was ahead of the game. She used her physical bookstore to start reading clubs, cultural trips, and top-notch courses. She also came up with the "master" idea, inviting university professors and writers to do live-streams from the store. She packages books with courses and extra knowledge, like a bundle deal. "Readers don't just want cheap prices, but more value from what they read," she said.

Meanwhile, the bookstore was repositioned. Instead of trying to display every book, they created a "premium reading zone", added coffee spots, and even study areas. The store is for experiences, and the online part is for sales - they work hand in hand. And just like that, they built a whole chain of value around reading, and it keeps getting better.

There is no universal formula for running a physical bookstore

Mystery Books pulled off a last-minute save. Old Fudan Bookstore proved that sometimes, slow and steady wins the race. Yue Yue Bookstore broke through with digital strategies. These examples on Weide Road show us that there is no standard formula for bookstores to survive - they just must keep adapting.

Whether you stick to your roots or jump on new trends, the key is to find your place in the world we live in. Like one bookseller put it, "A bookstore doesn't need to be huge, but it needs to have heart."

Zoom out a bit, and you will see more. Dayin Bookmall is on one end of Daxue Road. It is not just a place to buy books. They have study rooms you can rent, meeting spaces for small groups, and they even host corporate book clubs. Why? Because they noticed something: a lot of people come to bookstores not to buy books, but to be in a place that feels like a bookish haven. By mixing things up, they keep bringing in customers, even when it is not a holiday.

CITIC Books is trying something totally different: mixing books with anime. Over the past couple of years, they have opened their first themed store in Shanghai at MEET678 in Yangpu. The first floor is all about literature - it is called "Literature Island". There are four main parts: "From the Mother Tongue", "Voyage to the Nearby", "Exploration of New Continents", and "Quest for the Modern Soul". It is like a journey through the world of books to find your inner peace. The second floor is an anime paradise called "Goods Place". They are planning to make it a super fun space with all kinds of anime merchandise, ACG books from around the world, and even themed restaurants.

But that is not all. CITIC Books also presents book fairs, cultural salons, sharing events, markets, and screenings. They even have a "mobile bookstore" that drives around Douyin Park, giving out cool stuff and bringing a bit of bookish charm to this lively innovation zone. Here, cultural consumption and trendy consumption can totally go hand in hand. The key is to find the right mix.

Every bookstore has its own vision and way of operating. When it comes to the digital world, there is no universal formula. But as more bookstores pop up or get a new lease on life in Yangpu, it is clear that they have more room to grow. The times are giving them a fresh burst of energy.