Chapter Thirty-Three: The Art of Marketing

Chapter Thirty-Three: The Way of Marketing

"Stop your nonsense, I'm not crazy!" Raising his hand, Zhang Qian gave Ren Cong a hard slap on the back of his neck, proving with action that both his body and mind were perfectly sound.

He then took a deep breath, turned his gaze to Ren Cong and Guo Nu, and said solemnly, "If we simply carry out the copper basin and sell it ladle by ladle, there's no way we could ever make a string of coins. But if you follow my instructions from now on, I guarantee that each measure of Liushen Floral Dew will fetch at least one string of Kaiyuan Tongbao. If I fail, I will bear all the costs of wasted materials and equipment myself!"

"Brother Zhang, you're joking. We agreed from the start—this is a joint venture!"

"That's right, Thirteenth Brother, whether we succeed or not, it's not right for you to shoulder all the expenses alone!"

Seeing how serious Zhang Qian was, Ren Cong and Guo Nu put aside their playful attitude and shook their heads in unison. Then, they both declared, "Just tell us what to do next, Brother Zhang (Thirteenth Brother). We'll follow your lead!"

"First, we'll need to increase our investment. The earlier three hundred strings for the flowers are about enough. Now, let's add another thousand. According to our shares, I'll put in five hundred and twenty, and you two will each contribute two hundred and forty." Zhang Qian made this first demand with little hesitation, as though he had already thought it through.

"Deal! We'll put in whatever you say!"

"No problem, it's a small sum!"

Ren Cong and Guo Nu found some of Zhang Qian's terms unfamiliar, but responded without hesitation. Two hundred and forty strings was a fortune unthinkable for ordinary families of the time. But to Ren Cong and Guo Nu, it was just a trifle, something they could provide without consulting their elders.

Besides, they were sure that even if Liushen Floral Dew couldn't sell for a string per measure, it would easily sell for ten times the cost. And with the effective Wind Oil for body odor, plus that large basin of ointment whose purpose was still unknown, the more they invested, the more they would surely earn.

"Second, Brother Guo, please immediately send someone back to Chang'an. In the busiest district, rent a storefront!" Seeing no objections, Zhang Qian moved on to his next demand. "Make sure it's eye-catching, spacious, and clean. Ideally, just a glance should make ordinary people feel they couldn't possibly afford anything inside!"

"Understood, I'll see to it right away. Thirteenth Brother, don't worry! That's exactly how jewelry stores do it. I've seen it before—I'll just follow their example." Guo Nu, though a bit lazy by nature, was shrewd when it came to business. He instantly grasped what Zhang Qian intended and nodded eagerly.

"Are we only selling Liushen Floral Dew and Wind Oil? Isn't that too limited a selection?" Ren Cong, half a businessman himself, cautiously inquired.

"We're not selling Wind Oil. We'll sell it as a medicine—just ten times the cost is enough. Healing the world, not overpricing!" Zhang Qian glanced at him and shook his head gently. "The store will only sell Liushen Floral Dew for now. In the future, we can add women's jewelry, garments, satchels, pouches, boots, and so on. But each item must have the name 'Liushen' embroidered or a 'Liushen' tag attached!"

'Forgive me, Liushen Company, for borrowing your brand ahead of time. In this life, I will make your name known throughout the world in return!' He silently apologized to the company in his heart, then continued aloud, "These goods don't need to be especially sturdy, but they must be beautiful and unique—so striking they are unforgettable at first glance!"

He paused briefly, then, not waiting for their reaction, his voice rose sharply: "And they must be expensive—at least fifty times the price of similar goods!"

"That expensive? Who would buy them?" Even though they were getting used to Zhang Qian's astonishing ideas, both Ren Cong and Guo Nu were startled by the price and blurted out their shock.

"That's our task from here on. As long as you do as I say, it will work!" Zhang Qian looked at them with confidence, his tone unwavering.

"Just tell us what to do, Brother Zhang!"

"As before, we're ready to follow Thirteenth Brother's lead!"

Having already committed three hundred and forty strings of Kaiyuan Tongbao, Ren Cong and Guo Nu no longer hesitated to invest more. They gritted their teeth and reaffirmed their resolve.

"I'll soon develop more concentrated fragrances and increase the varieties of Liushen Floral Dew," Zhang Qian waved his hand, signaling them to relax. "Xiao Wu, your job is to order bottles—whether silver or jade—whatever perfectly fits a measure of our floral dew. They must be beautiful, regardless of cost. One look, and people should believe the floral dew inside is more valuable than the bottle itself!"

"If we use mutton-fat jade, it might be hard to get enough. Silver isn't eye-catching enough. I think glass is best. Wang's Glassworks in Chang'an can make it—multicolored and very pretty! Our Liushen Floral Dew will look crystal clear inside, a perfect match!" Ren Cong frowned in thought, then gave his earnest answer.

"You can order glass bottles right in Chang'an?" Now it was Zhang Qian's turn to be surprised, his eyes wide as he pressed for confirmation.

"They've been making them for ages. It's just that glass is too fragile, the colors uneven, and the quality nowhere near as lustrous as jade. Plus, it's expensive, so people generally don't buy it," Ren Cong explained animatedly, listing the shortcomings of glassware one by one.

"Oh! I'd always thought that stuff was imported by foreign merchants," Zhang Qian said, suddenly enlightened.

"Foreign merchants? Yes, they bring some too, purer in color and better crafted. But the quantity is always very small," Ren Cong replied, growing more enthusiastic.

"Naturally—if there were more, it wouldn't be valuable!" Guo Nu, clearly more commercially astute, chimed in. "The foreign merchants come from afar for the sake of huge profits..."

Halfway through his words, he suddenly thought of another big business opportunity and leaped up with excitement: "We can sell Wind Oil and Liushen Floral Dew to those foreign merchants! When they return home, they're looking for high-priced, compact curiosities. Plus, they smell terrible—ten times worse than I ever did!"

"Great idea!" Zhang Qian praised him, and quickly added, "When selling to the foreign merchants, offer a third product—Universal Balm, the yellow ointment we made by chance!"

"Yes, Universal Balm—the name alone sounds expensive!" Guo Nu grew more animated, gesticulating as he spoke. "Thirteenth Brother, why not have Xiao Wu order some glass bottles for Universal Balm and Wind Oil as well? We can prepare them all together and ship them out in one go!"

"Wind Oil can go in ceramic bottles—it doesn't need to be fancy," Zhang Qian laughed and shook his head. "As for Universal Balm, use iron tins—they're sturdy for long journeys and won't break."

"That's true," Guo Nu's enthusiasm cooled a little as his suggestion was declined.

"Xiao Wu, that's your task. Now, let's discuss what you'll be responsible for," Zhang Qian, ever the learned scholar, knew enough psychology to read the mood. He nodded to Ren Cong, then turned all his attention to the now deflated Guo Nu. "Besides arranging for the storefront in a prominent location and ensuring it's spacious and bright, you also need to hire seven or eight burly fellows—preferably skilled fighters, intimidating types—to stand guard outside the store in shifts every day."

"Ha! I get it! I know how to sell a measure of floral dew for a string of coins!" Guo Nu instantly perked up, clapping his hands in excitement. "Brilliant idea! First, lure people in with a flashy shop. If someone comes in and just looks without buying, have the strongmen rough him up until he agrees to pay! That's how a cake seller by the East Market gate used to do it!"