"We no longer have to pay value-added tax, and the government has announced 90 million yuan (14.6 million U.S. dollars) to support 55 operations like us," said Fan.

Alongside this government investment, innovative schemes like 24-hour opening may be needed if traditional bookstores are to survive.

Helped by rampant piracy, more and more Chinese are opting to shop online for books or read their novels as digital downloads. The number willing to go into a brick-and-mortar bookstore is on the decline.

There are still readers like Li Ying who come for the joy of reading and frequently make purchases, but "some just greedily photocopy the book and leave or simply find what they want in-store but buy it online instead," sighed Fan.

According to China's 10th national reading survey in 2012, Chinese aged between 18 and 70 years old read just 4.39 books on average per year, which equates to 15.38 minutes of reading per day.

"These numbers explain why 'reading' was mentioned in a government work report for the first time in 2014, and why we wanted to open a 24-hour bookstore," Fan said.

Based on research, STB found that people looking for entertainment at night have little choice other than bars or nightclubs. SJPC therefore hopes that the stores' night-time opening may prove popular.

One person who may find the extra hours useful is 26-year-old Wang Lu. "I come to a bookstore once every two months. My job takes up most of my time during the day, so I can't spare any for reading.

"However, with this 24-hour bookstore, I may find some time for quiet reading after a hectic day."

Arousing people's interests in reading is more of a priority for STB than economic gains, insisted Fan.

Though inspired by Eslite Bookstore, STB will not follow in its footprints by becoming a complex of bookstores, galleries, flower shops, malls and restaurants, but will focus purely on "providing the best books for readers."

It will, however, form a partnership with a neighboring cafe to allow books to be taken into the cafe and refreshments into the bookstore. "After all, laymen can never be professional," said Wang Yu, STB sales manager.

"I guess my husband will be excited by this combination. We'll invite friends to read at night together," said Li Ying.