The IP Transformation of Independent Bookstores in the New Media Environment: A Case Study of Pioneer Bookstore

In an era of digital reading where the paper medium is in decline, the survival of independent bookshops is under pressure as never before. In response to the rise of digital media, some of the city’s traditional bookstores are making creative digital transformations. Pioneer Bookstore is an iconic landmark in Nanjing, which is renowned for its composite marketing, audience connections, and cross-border collaboration. Using the interview method, this study found that the Pioneer Bookstore has a wide range of fragmented blind boxes, a single variety of co-branded artistic creations, weak cultural radiation, and a lack of intelligent services. In order to achieve sustainable development in the era of the visual shift, independent bookstores need to develop a creative marketing matrix and strengthen three-dimensional marketing; in addition, they should create original products that audiences will enjoy as well as focus on the quality of content; utilizing regional advantages and leveraging the city’s cultural radiation capacity; utilizing the experience of other industries, maximizing intelligent services for bookstores, and actively adapting to the new media environment and completing the independent bookstore era in the new media era by utilizing intelligent services. Furthermore, the bookstore should learn from the experience of other industries and optimize its intelligent services.