JIC Books •50+ shop - a JIC Bookstore brand - opened at the Beijing 50+ store on April 23, 2016. This was also the 21st World Book Day. As the first JIC Books shop in Beijing, the opening represents the first themed bookstore in the city which targets customers over the age of 50.

Liu Zhihong, chairman of the supervisory board at JIC, attended the opening ceremony and delivered a speech. During his speech, he pointed out that it is now time to embark on a new journey in life when people turn 50. He mentioned that it was a great honor for JIC Bookstore to be able to make a fresh start with customers. JIC Bookstore will now focus on delivering 50+-themed services to customers and meet their needs for high-quality services. The shop will center on the life of the mind by creating a unique and dynamic lifestyle experience that explores brilliance in life.

The opening ceremony was followed by the reading workshop “Yesterday Once More – Explore the Beauty of Culture”. JIC Bookstore invited Cui Daiyuan, a renowned scholar & author of the books Beijinger Taste and Beijinger Style, to share his stories about local culture. He also signed books for dozens of participants.

Located at the JIC AAS 50+Mall, JIC Books •50+ shop is a part of JIC Bookstore’s “Culture + Industry” initiative. The opening creates a fresh touch for the mall. With a floor area over 200 square meters, the bookshop comprises a book display, gift shop and reading area. Just like JIC Books, it is positioned as a biography-themed bookshop, offering biographies, books in foreign languages, books on culture and social sciences, art and design publications. There are also books on history, health, lifestyle and local culture, specially selected for customers who are over the age of 50.

It was also noted that the 50+ JIC Books will introduce JIC Books’s membership system in the near future. This will offer a wide range of member privileges that can be redeemed for book purchases, book delivery and cultural events.