Amazon has opened their first the Kindle Pleasure Reading House in Shanghai, China. This is a temporary autonomous pop up store that will be open from July 18 to July 20th and then August 1-3 in Beijing.
The premise of the new Reading House in China is to draw attention to their complete lineup of Kindle e-readers and Fire tablets. They also installed two machines that will give you recommendations based on your favorite books and give you the Kindle book prices online. Amazon has also filled a bookcase with over 1,000 physical books, which they are selling.
Kindle product managers are on hand to explain what the devices do and run small workshops for groups of people to get a taste of how digital books will save them money over the long term. Amazon has also setup a small darkroom, where people can try out the Kindle Paperwhite with Frontlight and also see how the tablets perform in low light conditions. Finally, the company is running a ton of interactive games that will win people prizes of cases, books and lots more.
Amazon first opened their Chinese bookstore in December 2012, but government regulations at the time prevented them from advertising it or selling the hardware. At the time The Director of Digital Publishing Director of Press and Publication Administration Technology Wang Qiang, said that “Amazon opened its Kindle ebook store operation with their license pending, but has not yet approved.” All of this was sorted out within six months and now the Kindle China store currently has over 120,000 paid books and 600 classics.
China is a huge market for Amazon and many of its competitors have failed to enter the market in any meaningful way. These popup stores will at least give Amazon some exposure via the press and bloggers, something they exclusively rely on for their North American operations.