Physical bookstores in Ningbo, East China's Zhejiang province, take steps such as selling books via social media platforms in order to weather the impact of the novel coronavirus outbreak. [Photo/cnnb.com.cn] 

Physical bookstores in Ningbo, East China's Zhejiang province, are taking steps to weather the novel coronavirus outbreak.

In order to survive the crisis, brick-and-mortar bookstores that once relied heavily on social gatherings are shifting their markets and services online through things like live streaming and online sales.

Numerous bookstores affiliated with Ningbo Xinhua Bookstore Group Co Ltd have opened online sales channels and mobilized employees to sell books via social media platforms such as WeChat and Douyin.

Ningbo is currently home to more than 800 physical bookstores.

In late January, when the epidemic first spread to the city, all bookstores were shut down. Only after Feb 20 did they gradually begin resuming operations, with few visitors to boot.

Some bookstores have even been forced to close permanently due to the epidemic. 

Ningbo Xinhua Bookstore Group has forecasted a drop of about 70 percent in sales in the first quarter of this year. As a State-owned enterprise, it has had two months of rent waived for its subordinated  99 micro, small, and medium-sized bookstores. 

A survey conducted by the Beijing Institute of Culture Innovation and Communication found that 48.4 percent of a sample of 248 bookstores say their cash reserves will only last for one to three months, while 27.4 percent say they will only last for one month. 

Industry insiders believe that although the outbreak has subsided, it may take about half a year for physical bookstores to see a return to normality.

Experts have suggested that local authorities should ramp up financial support for bookstores so as to mitigate the impact of the outbreak.

More importantly, bookstores should take the initiative to attract investment and optimize services. 

Zhou Kehui, general manager of Sanwei Bookstore, said that a book distribution system would be helpful. The bookstore is now offering delivery services to people, enterprises, and institutions within a five-kilometer radius and has promised half-hour delivery.