Citizens in east China's Jiangxi Province have been found to devote more time reading in book stores as one way of avoiding the scorching summer heat.

Book Worm
The Xinhua book store chain in the provincial capital, Nanchang, told the news website that 70 percent of customers have been attracted by the cool temperatures in their store since the beginning of June, resulting in a 30 percent increase in June sales compared with the same period last year.

Gong Bing, a deputy general manager at one Xinhua branch, attributed the higher revenue to the scorching weather, which has already lasted for a significant period of time. He added that Nanchang's Xinhua Book Store leads in terms of sales volume among all other book store chains nationwide.

Readers of all ages crowded into the 2nd floor of Xinhua book store, located at Nanchang's Bayi Square, Monday afternoon, according to the "jxcn.cn" report. One customer, a freelancer named Mr Tan, said that although his house is equipped with air conditioning he thinks the book store is a better place to read as it's easier to concentrate with so many other readers around him.

But some customers simply visit the shop to hide from the scorching heat outside.

One day the number of visitors to the shop reached as high as 50,000, says Gong Bing.

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