BASE I.E.T.U

It is suggested in section 4.2 that the theme “Eslite bookstores are to propagate reading, not to sell books” is to move Eslite beyond being a bookseller and into becoming a ‘reading ambassador’. Accordingly, Eslite has been creating encounters through which consumers meet with books and fall in love with reading. To achieve the

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goal, Eslite has paid attention to ‘offering pleasant encounters with books’. Eslite understands that there are many different types of readers and each of them has preferred subjects and writing styles. While some people like reading science fiction, others may get pleasure from poetry. Moreover, even within the same subject, works by different authors are presented in various styles, e.g. business, literary, or practical.

To meet the needs and preferences of all readers as well as to stimulate interests in reading Eslite has employed several strategies. The first one is to pay attention to the variety of subjects and styles, the number of titles, and the diversity of used languages.

Eslite’s stock is not only varied in terms of the numbers of books it carries, but also in its subjects and styles. The founder of Eslite, Mr Wu, stresses that bookstores have to fulfil “the desires and expectations of book lovers” (Jiang and Zou, 2006: 5). The majority of books in each Eslite bookstore are in Traditional Chinese, but books in foreign languages, such as Japanese, English, and simplified Chinese, can also be found.

Although the number of books in languages other than Traditional Chinese is relatively small in terms of stock, Eslite bookstores are still one of the few bookstores where they can be bought. The second method is to launch ‘Eslite recommends’. Apart from the bestsellers and the new releases, Eslite started ‘Eslite recommends’ in 1990 in order to introduce readers to books which have been neglected. In so doing, not only the quantity of reading but also the quality can be improved. The recommended books are all shown with a short commentary to give an introduction to the books. The recommended books can be in any subject but there are a few criteria for the selection.

Books which are “reprinted without copyrights, which are kitsch and inferior, are not considered in our recommendation lists”, as stated by the director of supply department, LEE Jie-Xiu (Ren, 2008).

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Photo 4.1 Books recommended by Eslite (Source: Eslite)

The third method is to offer readers information on publications through Eslite Reader, a monthly magazine published by Eslite. The columns in each issue included new books, book reviews, author interviews, Eslite-recommended music, and an event calendar.

Every member of Eslite bookstores was entitled to a free copy. However, Eslite Reader was only published until 2008 due to “the severe challenge of the digital era” (Chen, 2008). Now information on books and publications is offered and updated through RSS (Really Simple Syndication) on the website ‘Eslite Station’. The fourth method is to run various book-related events in branches. The events include book launches, book signings, storytelling, meet-the-author opportunities, mini book fairs, and exhibitions of artists’ work. One of the most common types of book-related events is ‘talk &

signing’, in which authors are invited to give a talk about new and forthcoming books.

After the talk, the audience can have their copies signed by the author.

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Photo 4.2 Book event ‘The Wonder Journal - YANG Wei-Shan Talk & Signing’ (Source:

Lord Way Press)

Apart from the common types of events, Eslite hosts a number of more interactive events, too. For example, to celebrate its twentieth anniversary, Eslite invited artist LIN Ming-Hong, who is famous for his fabric pattern designs, to make book covers for the books stocked in the art section.

Photo 4.3 Book event ‘Cover Off’. Artist: LIN Ming-Hong (Source: Eslite)

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These covered books formed part of an art exhibition as well as being products for sale.

Consumers were welcome to join the exhibition through exploring the covered books.

At the same time, consumers were also welcome to purchase the covered books, getting the covers for free. The event increased the fun which consumers get through the interaction with the covered books. Whether common formats or not, events such as these are regarded as one of the best ways to “gain attention from consumers, provoke curiosity regarding books, and excite interest in reading”, Mr Huang explained (Huang, Interview, August, 2006). The events are often advertised through creative promotion copies circulated in different written formats such as bookmarks, brochures, leaflets, postcards, and sales letters, and through digital media, e.g. online.

Photo 4.4 A promotion copy for a book event (Source: the researcher)

Those creative promotion copies have been regarded with favour in general because of the affection they have gained from consumers. One of the copywriters, LEE Xin-Pin,

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has published three books which are collections of the copy she has written for Eslite.

Finally, facilities for reading are provided in the bookstores. Ms Chen explained the physical space and material properties of Eslite bookstores are important tools for making consumers comfortable and encouraging them to read.

We all think the space of Eslite bookstores is important. Good environments for reading need to be provided in order to propagate reading. […] the traditional bookstores were small and narrow. […] Eslite brought big changes to the space of bookstores. […] Not only are the bookstores spacious and neat, furniture such as desks and lights are carefully chosen for our readers so that the readers can feel relaxed and read comfortably. (Chen, Interview, August, 2006)

Photo 4.5 Seats in Eslite Xin-Yi store (Source: Ken Shin)

Ms Chen pointed out that the ways consumers feel and behave are affected by the surroundings in which they find themselves. If the bookstores are bigger and offer better lights and desks, consumers tend to feel at ease and pause to read in contented and undisturbed states. The above five methods are the main means that Eslite utilises

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to satisfy the consumers and to inspire the consumers to read. Through the five methods, Eslite aims to offer encounters with books through diversified subject areas, book events and reading facilities.