Li Xiaoyun left the coffee shop in a hurry, yet I still caught a glimpse of her back view through the glass window before she got into the car. Only after she completely disappeared from my sight did I pick up the coffee cup, which had already cooled down a bit, and took a sip. Then I gazed at the towering buildings and the busy crowd and traffic below, as if I were looking at a sea of bitterness. Therefore, the place where I was at that moment became a harbor. Perhaps this is why people like going to coffee shops. In fact, the taste of this coffee is really not to my liking. What I truly appreciate is the leisurely perspective of watching the passing vehicles and the indifferent crowd outside the shop through relaxed eyes.
After settling the bill, I left the coffee shop and went to the mall, where I bought a massage chair and some other practical items for Bada (father) and Mama (mother). Perhaps this is the common mentality of children: when we cannot stay by our parents’ side, we always want to compensate them with material things. Fortunately, I still have the ability to do so now. Reflecting on myself several years ago, I really don’t know what material return I had given to Bada and Mama, even though they may not necessarily care about such tangible returns.
…
The next morning, I took the train back to Suzhou. Around noon, I met Fangyuan again, and we met at a small tavern near Zhuomei (Zhuo Mei). Shortly after we met, Fangyuan told me that Xiangchen would also arrive soon because he also planned to contribute to Zhuomei’s Christmas event, discussing with us how the resources he had could play a role in this activity.
Before Xiangchen arrived, Fangyuan and I started chatting first. He told me that they had already reached a cooperation intention with Jianwei’s side, exchanging Zhuomei’s own advertising resources for other widely distributed advertising resources from Jianwei’s Sima Advertising. Additionally, cooperation agreements had also been signed with Mercedes-Benz and Porsche 4S stores for Christmas Day, of course, with certain prerequisites: Zhuomei must ensure that in its own promotion, it would carry and disseminate the new car launch information of the two 4S stores to the audience. Overall, however, the plan I had conceived earlier was progressing quite smoothly.
About twenty minutes later, Xiangchen also arrived at the teahouse. After sitting down, he took out two packs of Zhongnanhai (Chao Yiliu) from his briefcase and threw one pack each to Fangyuan and me, saying, “Take it and smoke.”
Fangyuan opened his pack and handed out one cigarette each to me and Xiangchen, lighting one for himself as well. In fact, during these days, we had always smoked Zhongnanhai, but it was no longer the Zhongnanhai (Dianba) that cost 6.5 yuan per pack. The Zhongnanhai (Chao Yiliu) we were currently smoking was already priced at over a hundred yuan per pack. This change seemed to suggest that after years of hard work, the three brothers from the dormitory had gradually entered the upper class—at least our consumption level had approached that level.
Soon, the familiar blended cigarette smell filled the private room. Xiangchen said to me and Fangyuan, “I heard a bit about Zhuomei’s Christmas event from Jianwei. I heard they will mobilize large advertising resources for comprehensive promotion. I also hope I can contribute something.”
Fangyuan replied, “Your business is high-end cigarettes and alcohol, but the product types are too single. A simple promotion can be incorporated into Zhuomei’s overall event, but at most it would be equivalent to adding a luxury brand, which won’t have much effect.”
Xiangchen took a puff of his cigarette and asked me, “Zhaoyang, what do you think?…”
I thought for a moment before asking him, “Your company has at least captured around 40% of the high-end cigarette and alcohol market in Suzhou, right?”
“We have set up counters in both Zhuomei and Baoli, the two highest-end malls in Suzhou. So yes, we can reach about 40% of the high-end cigarette and alcohol market.”
After receiving Xiangchen’s confirmation, I nodded and turned to Fangyuan, saying, “If Xiangchen fully participates in this Zhuomei event, the uniqueness of the event can be highlighted. It will definitely be something competitors cannot imitate. The key is how we can effectively amplify the advantage of his participation.”
At this point, my mind was rapidly turning, as if a storm was brewing in my brain. Neither Xiangchen nor Fangyuan interrupted me, patiently waiting for my idea to take shape. Finally, after finishing a cigarette, I said to them, “I want to hold an aerial cocktail party themed around shopping on Christmas Day.”
Fangyuan immediately raised doubts: “How can a cocktail party be combined with shopping?”
“The cocktail party is to thank high-end customers for their long-term support of Zhuomei. The shopping aspect is to stay on theme, and ultimately, we aim to achieve a breakthrough in sales.”
“Tell me your execution plan.”
I fell into thought again before replying, “I want to utilize the glass corridor on the top floor of Zhuomei to set up the venue for the cocktail party, calling it an ‘aerial cocktail party.’ At the same time, we will gather all the existing luxury brands in Zhuomei to sell them at the party. The drinks for the party will be provided for free by Xiangchen’s company to the high-end customers attending the event. Of course, the wines must be of high quality; otherwise, we won’t be able to show our sincerity in thanking our high-end customers.”
Fangyuan frowned and replied, “This idea is indeed feasible, but the cost of providing such high-end wines for free is enormous. I cannot apply for such a large activity budget. If we ask Xiangchen’s company to provide it for free, the expense would also be astronomical. We cannot let him bear the loss!”
I lit another cigarette, continuing to brainstorm. After a while, I said, “Think about it—those who come on that day will all be high-end customers. Once they gather together, especially with their girlfriends or partners, there is inevitably a sense of competition, which can easily trigger impulsive consumption. We can fully exploit this point.”
“How?”
“We can collaborate with an auction house to hold a wine auction jointly under the names of Zhuomei and Xiangchen’s company. This way, we can also attract Xiangchen’s company’s high-end customers into this cocktail party, merging them with Zhuomei’s high-end customers, forming a massive purchasing group. The purchasing power at the cocktail party will definitely be astonishing. Moreover, if the auction is successfully held, Xiangchen will absolutely not suffer any loss. At the same time, since Xiangchen will be collaborating with Zhuomei for this event, he will no longer be able to cooperate with Baoli. Therefore, this is an activity that Baoli absolutely cannot copy. Even if they seek other wine merchants, none of them will have Xiangchen’s strength. Thus, we ensure the uniqueness of the event and deliver a heavy blow to Baoli!”
Xiangchen immediately caught my meaning and gave me a thumbs-up, saying, “Brilliant! Zhaoyang, you are definitely a master at integrating resources! The premium wines for the event will be provided for free by our company. We also have many rare and valuable wines in our collection, some even worth six figures in the market.”
Fangyuan nodded and said, “Initially, we can attract high-end customers with the opportunity to taste premium wines. At the same time, the entire venue will feature luxury goods. We can also hold a luxury fashion show to satisfy their need for status during consumption. Bringing all these high-end groups together will easily stimulate impulsive consumption. Personally, I think this event might achieve unexpected results!”
“Yes, if we only rely on regular consumption, it would be unrealistic to reach twice the sales of Baoli Department Store. Only by stimulating impulsive consumption among high-end customers can we achieve an explosive breakthrough in sales.”
While pondering, Fangyuan asked me again, “So, have you thought about the advertising copy for this cocktail party?”
I immediately replied, “Experience a vision, look forward to the future.”
“Experience a vision, look forward to the future. This very much fits the theme of the aerial cocktail party and is quite impressive, capable of appealing to the psychological needs of those high-end consumers. They always like to stand high and look down upon the world!”
I smiled and replied, “The aerial cocktail party is the key point. I wonder, in the retail industry, has anyone ever combined shopping, cocktail parties, auctions, and fashion shows in this way… Oh, and Xiangchen, I hope you can donate a portion of the auction proceeds to a charitable organization. We shouldn’t make this event too profit-driven, or else the high-end consumer group might resist it. More importantly, giving back to society is a spiritual awareness that we, as businesspeople, must possess.”
Xiangchen nodded and said, “Sure, there’s absolutely no problem with that. After all, I’m joining this event to help my brothers out. Making money is secondary. As long as we can break even, all the profits will be donated to charity.”
Fangyuan’s expression finally relaxed a lot, and he said, “Now that we have the general idea and framework of the event, the rest will be detailed and executed by me…” He paused, exhaled heavily, and then said, “To be honest, it’s been a long time since the three of us last worked together like this. I really feel like we’re back in the old days… Thank you both so much for supporting me!”
I smiled and replied, “You should thank Xiangchen and Jianwei. They are the ones who truly support you. As for me, besides supporting you, I also have other motives…”
Fangyuan handed me a cigarette, lit it for me, and responded with a smile, “I know… Don’t worry, as long as I can stay at Zhuomei, I will treat Zhuomei as my home and work hard for it for the rest of my life. I really hope that after this event, I can eliminate the estrangement with Mi Zong (Mi Zong).”
I patted Fangyuan’s shoulder and said, “With such determination from you, actually, it is I who should thank you. Mi Cai is such a difficult woman, and she doesn’t have many truly trustworthy people around her. I sincerely hope that you can support her and Zhuomei to move forward… Keep it up, brother!”
Fangyuan nodded, and at this moment, I finally felt a slight sense of relief. Based on my many years of professional experience, I believe that when so many resources are integrated together, this Christmas event of Zhuomei will definitely achieve success, and Fangyuan’s execution ability is beyond doubt.
After the three of us smoked for a while, Fangyuan confirmed with me again, “Zhaoyang, is the premiere ceremony of your company’s micro-film definitely going to be held at Zhuomei as scheduled?”
“There shouldn’t be any problem.”
“Have you signed a contract with Leyao yet?… This matter must not go wrong because it is going to be a key point of promotion. If they can’t appear at the event, we will be accused of deceiving consumers! The image and credibility of the group will definitely suffer a huge loss!”
“Except for a verbal promise, we haven’t signed a formal contract yet!”
“So, you need to sign a formal contract as soon as possible, clearly defining the responsibilities of both parties to reduce the risks for Zhuomei. Okay? This is a serious event, so better to be safe than sorry.”
I nodded and said, “That’s right. I will find her as soon as possible to sign the contract.”
Fangyuan nodded. I couldn’t help but admire his meticulousness. No wonder he is an expert in execution. He even considered the issue of third-party contracts for the event. With him, the risks of the event will definitely be minimized.
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