Gothic doors and windows, eastern black bricks and grey tiles, this centenarian bookstore housed in a former Anglican church in Beijing's western Xicheng District has become an internet sensation.

Wu Chenju, a bookstore customer, said: "There are certain characteristics of 'internet celebrity' bookstores, like this one. The environment is good and you can feel the sense of history."

However, not all customers are here for reading and learning. Just like other popular landmarks around the country, they see it as the perfect photo-op to show off to their friends, a frustrating trend for some owners.

Li Yuxin, duty manager of SDX Joint Publishing Company, said: "Some people just come here for photos, not buying books. Our book sales are not in proportion to the flow of customers."

Xie Yong, another customer, said: "Shopping for books online is more favorable, with more discounts and a wider variety. Physical stores don't have regular discounts, so I just look around here. If I find any new books or get interested in any, I just browse here."

According to a national survey, about 40 percent of adults prefer paper books, down nearly seven percent from 2017. Four in 10 readers say they prefer reading on their mobile devices, that's up five percent from 2017. The emergence of e-books and online shopping is a major challenge for traditional bookstores.