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墨書 Inktalez
Facing Boss Xia's confusion, Ye Xiaohan provided a detailed explanation.
"You see, those customers, even though they didn't make a purchase, will desire the items even more when they see others buying them. In fact, for an item they weren't particularly fond of, the mere fact that it's unavailable can turn it into something they desperately want."
This is the essence of hunger marketing.
"Those who missed out on the purchase are our potential customers," Ye Xiaohan continued. "They feel regret about not buying earlier, so when the next sale occurs, they'll be more eager to act quickly and secure their items before anyone else."
She summarized, "Those who bought will rush to show off their purchases, while those who didn't will eagerly await the next opportunity. Ultimately, this is all because our ready-to-wear items are too few to satisfy everyone."
If we were to open branches later on, this advantage would disappear.
Xia Zhanggui suddenly understood. "I see now; I finally get it. Ye Boss, your insights are truly profound. I've been in business for most of my life and never thought of this."
Businesspeople typically aim to sell as much as possible, yet Ye Xiaohan had taken an entirely different approach.
"Your boldness is truly impressive," Xia Zhanggui admitted, completely convinced by Ye Xiaohan and no longer interested in the idea of opening branches.
Ye Xiaohan smiled humbly on the surface but felt a bit uneasy inside. This was a common marketing strategy in modern society.
"For products that are scarce and easily contested by customers, we can call them limited editions," Ye Xiaohan said, clearing her throat and glancing around as if worried someone might overhear her claim of stealing the idea.
Xia Zhanggui repeated this new term a few times before clapping his hands in admiration. "Indeed! If the quantity is always limited, isn't that exactly what limited means? What a great name!"
"Ha ha," Ye Xiaohan chuckled lightly before becoming serious again. "Things are valuable because they are rare; it's precisely because there are few items that customers rush to buy them. If we could produce enough ready-to-wear clothing for everyone, those who want to show off would lose their motivation."
If everyone has it, no one will envy those who flaunt it.
Ye Xiaohan continued, "Shopkeeper, you've been in the capital much longer than I have and know its influential figures better than I do. Do you think they prefer a unique piece of clothing or beautiful garments that can be found everywhere?"
"Is that even a question?" Xia Zhanggui replied immediately. "Of course, they want something unique!"
"Those with wealth do not lack silver; what they lack is something unique," Ye Xiaohan said with a smile. "Rather than expanding in scale, we should refine our ready-made garments and make them the new favorites of the Nobility."
These individuals were generous and hardly cared about the cost of clothing. As long as they could penetrate their social class's market, the profits would far exceed those from expanding into commoner attire.
"I truly admire your insight!" Xia Zhanggui exclaimed after listening to Ye Xiaohan's analysis. "The new wave pushes out the old; I am getting old, and it’s time for you young people to take over."
Ye Xiaohan quickly flattered him, "Look at your humility! It’s the experience passed down from predecessors that allows us to take this step forward. This is all thanks to your teachings!"
"Hahaha!" Xia Zhanggui laughed heartily. "You really know how to flatter! In business, we must be clever with our words!"
He completely agreed with Ye Xiaohan's idea and supported her wholeheartedly. "Boss Ye, I’ll follow your lead on this. Your proposal for limited editions is excellent. From now on, let’s stick to this plan and extract some profits from the wealthy!"
"Great!" Ye Xiaohan replied with a smile. "Here’s to a pleasant collaboration and prosperous business!"
The outcome of their discussion was to stabilize their current business and solidify the store's reputation.
As the store's fame grew, it would become a unique presence in the capital. By then, who would worry about a lack of customers?
Xia Zhanggui was in high spirits and no longer urged the Tailor Masters to work faster. Instead, he encouraged them to take their time and improve quality, truly realizing that slow work produces fine products.
Having successfully convinced Xia Zhanggui, Ye Xiaohan secretly sighed in relief.
The reason she had been so insistent on persuading him to abandon plans for opening a branch was not only due to her earlier points but also because there was one crucial reason: managing the tavern while drawing designs and brainstorming ideas left her utterly exhausted, with barely any time to catch her breath!
Ye Xiaohan silently shed tears in her heart; she really wished she could learn how to clone herself!
Dragging her weary body home, as soon as Ye Xiaohan stepped through the door, she saw Gu Bei playing with Liu Qi, tossing her high into the air before catching her.
Liu Qi showed no fear at all; instead, she laughed joyfully as she reached the peak of her flight, filling the courtyard with cheerful sounds.
"Sister-in-law!" Liu Qi instinctively lunged towards Ye Xiaohan upon seeing her, only to forget that she was still in mid-air, causing her trajectory to veer off.
"Heart!" Ye Xiaohan's heart nearly stopped in fright, but fortunately, Gu Bei was quick and managed to catch Liu Qi in mid-air, pulling her into his embrace.
"Ouch, my heart!" Ye Xiaohan patted her chest, fuming as she turned to Gu Bei and shouted, "Are you stupid? The child is not a toy that you can just toss around! What if she fell?"
Gu Bei also felt that it had been too dangerous just now and silently accepted the scolding.
Meanwhile, Liu Qi was struggling to get down from Gu Bei's arms. As soon as her feet hit the ground, she dashed towards Ye Xiaohan. "Sister-in-law, you're back! Second Brother is cooking! Don't scold Big Brother; it was me who wanted to play 'high up.'"
"Is it fun?" Ye Xiaohan asked expressionlessly as she looked at Liu Qi. Gu Bei watched nervously from the side, but Liu Qi was too young to understand the hidden emotions of adults.
Liu Qi nodded excitedly. "It was so much fun! Before, when we played 'high up,' Second Brother couldn't throw me very high. Big Brother is taller; I can fly now!"
"Li Yang!" Ye Xiaohan gritted her teeth. This unreliable Second Brother was just causing trouble and setting a terrible example. Was this really a brother?
Gu Bei felt a chill for Li Yang and was about to speak up for him when he caught Ye Xiaohan's glare and promptly shut his mouth.
"Qi," Ye Xiaohan called out to Liu Qi.
Liu Qi tilted her head back and leaned in affectionately. "I'm here, Sister-in-law. What is it?"
Ye Xiaohan forced a smile, but her words left Liu Qi stunned: "Today you only get plain rice; there are no vegetables!"
"Huh!" Liu Qi was taken aback. "No, I don't want plain rice!"
At the very least, there should be salt and soy sauce!
"This is a punishment to teach you a lesson. If you play 'high up' again in the future, you'll only get plain rice!" Ye Xiaohan seized on Liu Qi's weakness as a foodie. "So, do you dare to play 'high up' again?"
Liu Qi sniffled, torn between the fun game and the delicious food; she couldn't bear to give up either side.
"Hmm? Speak up and tell me, will you still dare to play such dangerous games in the future?" Ye Xiaohan's face was stern; it was time for a lesson, and she couldn't be lenient.
It was better to punish now than to wait until things went too far and someone got hurt.
Six Seven secretly observed Ye Xiaohan's expression, noticing that her anger was fully unleashed at this moment, which was quite evident to Six Seven.
"I won't play anymore; it's too dangerous, and Sister-in-law will worry," Six Seven replied obediently, looking up.
Ye Xiaohan nodded in satisfaction. "Good. I believe you will keep your promise. However, the mistake has already been made, and there must be a punishment. For today, you'll only eat plain rice!"
Letting her off too easily would only make her think the situation wasn't serious and wouldn't encourage her to be cautious.
A necessary punishment had to be enforced.
Six Seven looked at Gu Bei with a pitiful expression, seeking help, but Gu Bei awkwardly averted his gaze.
Oh, Seven, it's not that Big Brother doesn't want to help you; it's just that he feels powerless.
Without reinforcements, Six Seven could only compromise with tears in her eyes.
Fortunately, later on, Six Yang also faced punishment from Ye Xiaohan for taking Six Seven to play dangerous games. Watching Six Yang struggle with a pained expression as he shoveled plain rice into his mouth made Six Seven feel a bit better.
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