When I proposed renaming the bar to “The Fifth Season,” everyone seemed confused. Finally, CC asked me, “Zhaoyang, what’s the special meaning behind ‘The Fifth Season’?”
“Traditional bars attract customers by emphasizing excitement and intensity. Going to a bar is all about excitement and intensity; it’s the most important factor in stimulating consumers’ desire to spend money… However, we cannot exclude the possibility that a small minority of people seek a peaceful and natural bar environment, like the customers we have here today.”
Luo Ben and CC nodded simultaneously, while Mi Cai just calmly looked at me, clearly anticipating what I was going to say.
I continued, “The demand from this small minority of consumers will be the driving force behind transforming our bar. For example, let’s say there are 100,000 people in Suzhou who go to bars. Even if we divide them at a ratio of 100 to 1, there would still be 1,000 people who prefer artistic-themed bars. If we adjust our bar to cater to these consumers, even with only 1,000 people, it would be enough to sustain a bar. Of course, in reality, the ratio won’t be as extreme as 100 to 1, and the number of consumers seeking artistic-themed bars will be much more than 1,000. Therefore, after precisely positioning our bar’s unique characteristics, we can largely ignore the poor market environment of the entire commercial street. Once a good reputation spreads, consumers with strong demand will actively seek us out.”
CC and Luo Ben both wore thoughtful expressions. This time, Luo Ben asked me, “The kind of artistic-themed bar you’re talking about already exists in Suzhou, but its business is not very good.”
I nodded and said, “I know that bar. Although it’s artistic-themed, it lacks a clear theme, and its overall environment doesn’t meet industry standards, which also reduces consumers’ desire to spend. Our bar, however, has an above-average environment, which lays a solid foundation for marketing.”
“I agree with that point. But how do you plan to position the theme of our bar?” CC asked.
I thought for a moment and said, “Spring symbolizes vitality, summer represents passion and energy, autumn signifies the happiness of late bloom and the joy of harvest, and winter embodies the romance of snow and the purity of ice… So, could there be a fifth season that encompasses vitality, passion, happiness, harvest, romance, and purity? If such a season exists, it would be the most beautiful season of life. If not, we can imagine and dream about it in our hearts… Our ‘Fifth Season’ themed bar is born from such imagination and dreams… Ultimately, it will meet the demands of some artistic-type consumers.”
After I finished speaking, CC and Luo Ben nodded simultaneously, and even Mi Cai gave a thoughtful nod.
I continued, “I plan to divide the bar into four areas representing spring, summer, autumn, and winter, and decorate each area to highlight the most beautiful characteristics of each season. For example, the area representing autumn will have mature fruit trees and fallen leaves, while the area representing winter will be covered with snow and ice crystals… Customers can freely choose the area they like to enjoy.”
CC asked again with a puzzled expression, “What about the fifth season you mentioned?”
Mi Cai, who had been silent, finally spoke instead of me, “The entire bar is the fifth season because it already contains the most beautiful landscapes of spring, summer, autumn, and winter.”
After Mi Cai’s explanation, CC looked enlightened and finally sighed, “Zhaoyang, you really have a lot of creativity. At least this is a business concept that appeals to me, and I really like it.”
I smiled and said, “You’re the typical representative of artistic-type consumers… However, the real challenge in marketing lies in spreading the bar’s information. Although we know there are many artistic-type consumers, they are scattered everywhere. Our limited budget doesn’t allow for comprehensive advertising, and word-of-mouth promotion between consumers is too slow. By the time it spreads naturally, our bar might have already closed due to a lack of funds!”
After I finished speaking, Mi Cai nodded and said, “You’re absolutely right. This is exactly where the challenge of marketing lies. If this bar were located on an already established bar street where target users are relatively concentrated, word-of-mouth would spread quickly. However, in a new commercial street without an established consumption atmosphere, relying on word-of-mouth is very impractical!”
CC looked worried and said, “Just when we finally saw a glimmer of hope, you two cruelly extinguished it again… What should we do then?”
I lit a cigarette, took a deep breath, and finally said, “We have no choice but to go all in. We really don’t have much time left. Let’s start transforming the bar first, and while we’re doing that, we’ll think about how to spread the bar’s information.”
After I spoke, Mi Cai smiled and said, “Commercial operations really require courage. When there’s no other way, going all in is the only option available. I believe that since you came up with a business concept like ‘The Fifth Season,’ you’ll definitely find a way to solve the problem of spreading the bar’s information during the transformation process… Come on, Zhaoyang!”
Looking at Mi Cai’s trusting expression, I felt a sudden emotional stir, along with a sense of fulfillment as a man. This feeling of fulfillment made me even more confident. At that moment, I believed I could overcome all difficulties and revive this bar with my own abilities.
At this moment, Mi Cai unexpectedly took out a checkbook from her handbag, filled out a check for 200,000 yuan, and handed it to me, saying, “Use this money as the renovation fund for the bar.”
I didn’t reach out to take it. Although our funds were tight, the 150,000 yuan that Leyao had left me was still barely enough to get by.
Mi Cai placed the check in front of me and said, “With the funds you currently have, you won’t be able to achieve the desired effect in decoration, so take it… Also, let me clarify, this 200,000 yuan is absolutely not to repay you for the favor. It’s because the business concept of ‘The Fifth Season’ has moved me. Consider this 200,000 yuan as my investment, okay?”
Before I could respond, CC took Mi Cai’s check and, with a joyful tone, said to me, “Zhaoyang, are you crazy… Mi Cai is willing to invest, which not only solves the funding problem but also shows her commitment to this bar. She’ll definitely come to our bar to sing more often, giving us and the customers a real treat. This is a win-win situation!”
Luo Ben, who had always been cool in front of women, also showed a joyful expression and said, “I agree with Mi Cai’s investment. The bar might really have a chance now!”
After everyone expressed their opinions, Mi Cai looked at me seriously and asked again, “Okay, Zhaoyang?”
I didn’t respond immediately but instead looked into Mi Cai’s eyes, unable to help but wonder: was she really moved by the business concept of “The Fifth Season”? And would the profits from this bar, in the long run, be attractive to her, the general manager of a major shopping mall?
If not, what was her real motive?
Or maybe I was overthinking it. Perhaps she simply saw this investment as a way to add some flavor to her otherwise dull life, without any complicated intentions.
Finally, I nodded at Mi Cai and said, “Welcome to join ‘The Fifth Season,’ the themed music bar.”
Mi Cai smiled slightly and, unusually, extended her hand to me first, saying, “Pleased to cooperate.”
I hesitated for a moment before shaking her hand and said, “Pleased to cooperate!”
Tai Sui Yellow Amulet Paper FuLu Taoist Love Talisman Traditional Chinese Spiritual Charm Attracting Love Protecting Marriage