between the lines

between the lines

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Between the lines is a chain bookstore for the modern city people, selling books and related cultural and daily necessities.

Physical Bookstore

Belencre is a complex cultural leisure space for young people in modern cities (18-40 years old) to sell books and related cultural and daily necessities. It combines coffee leisure and cultural sharing space to create the most humanistic and life beauty and help the soul to improve. At present, there are 13 branches in Beijing, including Ciyunsi store, Desheng store, Sanyuanqiao store, Central Academy of fine arts store, Wanshoulu store, Sohu store, Wucaicheng store, Jinyuan Yansha store, Jinyuan tongxinguan store, Kerry Center store, Financial Street store, Huamao store and blue harbor store. the Chinese name "between the lines" comes from the book of songs written by Liang Jianwen emperor of the Southern Dynasty in response to the new Yu Marquis he, which "shows three poems, the wind and cloud spit between the lines, and the Pearl and jade are born in the words". The French name "belencre" comes from the combination of French Bel and encre, which means "beautiful ink". The management between the lines takes "Zili" (that is, books) as the source of management, jumping off the book carrier from "between the lines", and extending more possibilities. brand concept between the lines: wisdom, intellectual, humanistic, spiritual, comfortable and living. brand slogan between the lines: let the mind be refreshed. brand positioning between the lines: provide classic books, creative department stores, coffee, leisure and humanistic salons for the well-informed class in modern cities, and build a spiritual home for urban people. brand vision between the lines: strive to create a compound cultural leisure space that is most loved by consumers in China and even in the world, has the most humanistic and life beauty, and has the most temperature.

Company information

The company is a wholly-owned subsidiary of Beijing Pengfei Yili Book Co., Ltd., which was founded in 1998 (now Fenghuang Yili Culture Co., Ltd., a subsidiary of Fenghuang publishing media group, is the only publishing media group which has been rated as "top 30 cultural enterprises in China", "top 500 enterprise groups in China in 2008" and "top 500 most valuable brands in China in 2010") Companies. The company's subordinate brand "between the lines" advocates the brand concept of "let the soul live comfortably". Facing the urban young people, the company operates a cultural leisure space integrating books, coffee and gifts.

Bookstore address

Chain stores in Beijing (up to April 2013): 1. Ciyunsi store: 0106 2, block C, Ocean International Center, No. 60, Middle East Fourth Ring Road, Chaoyang District; Sanyuanqiao store: b115, B1, fenghuanghui shopping center, northeast corner of Sanyuanqiao, Chaoyang District; Wanshou Road store: No. 15, LG, Kaide Jingpin shopping center, No. 51, Fuxing Road, Haidian District; 4. Desheng store: Deshengmen, Xicheng District 5. Central Academy of fine arts store: 1 / F, Beijing International Painting Materials Center, building 14, Huajiadi Beili, Chaoyang District 6. Alibaba store: main building of Tonghui international media Plaza, No. 12, xidawang Road, Chaoyang District 7. Wucaicheng store: l268, China Resources Wucaicheng phase II, No. 68, Qinghe middle street, Shangdi, Haidian District 8. Jinyuan Yansha store: Yuanyuan, Haidian District Jinyuan new Yansha shopping center l44115-4116