Chapter 131: Chapter 131: The Reason for Failure
The maid next to Ji Nishang had been replaced, and now there was a more astute one. She hadn’t seen Qu Fulan before, so naturally, she didn’t recognize her, but at least she recognized the Pei Family’s carriage emblem.
"Miss, that’s the Pei Family’s carriage," the little maid reminded, "I wonder which wealthy young lady is inside."
The implication was quite clear; the one opposite might be a daughter of a wealthy family, while they were merely the daughter of a concubine. Although the Xiao Family need not fear the Pei Family, they should still be mindful of their own status.
This showed that this maid was much smarter than the previous one, knowing whom to provoke and whom not to, she clearly understood.
How could Ji Nishang not know it was the Pei Family’s carriage? She also saw the person inside through the wind-blown curtain.
"How could there be a wealthy young lady inside? Just like you, it’s merely a maid," Ji Nishang’s tone was full of disdain.
But at the same time, she was puzzled.
If it were just a maid, why would they go out with such grandeur?
The carriage was to the legitimate master’s standard, with guards escorting, and a little maid accompanying.
This spectacle hardly looked like one for a maid.
Ji Nishang had much she didn’t understand about this Li Jirou who had changed her name.
Anyway, since the other party posed no threat to her, she only needed to focus on her own tasks.
Aunt liked her and intended to have her become a daughter-in-law, Ji Nishang wouldn’t idly stir the pot.
She had many matters to attend to. Only when she became the Young Lady, a person of high status, could she truly be at ease.
With her abilities, sooner or later, Cousin would forget about that person and develop feelings for her.
But Ji Nishang never expected the slap to come so swiftly.
Her meticulously managed milk tea shop was thriving just yesterday upon opening, but today it was deserted.
In contrast, the "Burning Immortal Grass Milk Tea" across the street was still bustling.
"How could it be like this?"
As soon as she said it, she saw Li Jirou entering the "Burning Immortal Grass Milk Tea Shop" wearing a veiled hat, with the shopkeeper eagerly approaching her, as if she was the master.
The confusion in Ji Nishang’s eyes deepened.
Suddenly, an epiphany struck her mind, and she understood.
No wonder Li Jirou always had such a grand display when going out. If she were merely a maid, she would not have such fanfare, but if, like her, she possessed skills and was a business expert?
Then everything made sense.
Li Jirou wasn’t a person of no talents; she might be on par with her.
Ji Nishang was very reluctant to accept this possibility, but she had no choice but to accept it.
A sense of crisis suddenly surged in her heart.
Seeing the bustling business across at the milk tea shop, with a constant stream of customers, while her own was deserted, Ji Nishang instinctively clenched her fingers.
Meanwhile, the accounts from the other milk tea shops that opened yesterday were also sent over. When Ji Nishang saw that the other milk tea shops had dismal business on their opening day, scarcely any income, she collapsed into her chair.
How could it be?
If this question were directed at Qu Fulan, she would surely have an explanation.
Why did it fail?
Very simple.
In this ancient time, milk tea wasn’t common yet, and promotion was greatly needed; it’s a long process, and most people are unaware. You open several stores at once?
Isn’t that seeking death?
With just that bit of connections, you could manage one milk tea shop, but so many?
This milk tea isn’t like hometown cuisine that comes with a built-in popularity; people go there clearly to eat with purpose.
This milk tea is just a beverage, and a mid-tier one at that.
Look at the luxurious, upscale decoration of "Xiao’s Milk Tea" across the street. Who dares to enter?
The Capital City is not lacking in wealthy people, but because of cost reasons, milk tea is destined not to become a high-end product. You take the high-end route? Rich people aren’t fools, why would they spend money unnecessarily?
From the moment Tingya Building could make milk tea with the same flavor, Qu Fulan knew that milk tea, in essence, wasn’t difficult to make. There are so many who know culinary skills in this world; if Ji Nishang can replicate it, there will be others, and when it becomes a common product, your high-end won’t fool anyone.
So having been the first to make milk tea, after enjoying the initial profits, she only considered the long-term for future operations. To sustain a milk tea shop, one must follow the mid-tier path.
Five days before the milk tea shop was about to open, Qu Fulan had people distribute flyers all around with vivid images of milk tea, making it look appetizing, enticing anyone to want to buy a cup.
The flyer clearly showed the prices as well, with key promotions like buy one get one free on the opening day, all kinds of discounts were clearly listed.
The public’s sense of wanting a bargain, plus how refreshing it is to drink an iced milk tea during a hot summer?
This word of mouth spread rapidly from one to ten, ten to a hundred, and soon everyone knew about it.
The first four days’ promotion was done outside the southern city. The promotion in the southern city was done only on the opening day.
Qu Fulan was quite thorough, attending first to those coming from afar; those nearby would have plenty of chances to visit later.
That’s why there weren’t early customers yesterday morning, but nearing noon, people started arriving.
It takes time for those coming from afar.
And you can’t just have milk tea in a shop; it needs some snacks to accompany it, allowing customers to have something to nibble on while drinking milk tea without filling their stomachs too much.
This is how the milk tea shop was positioned; after all, it’s not a restaurant, so having snack-like small eats that don’t fill one up is perfect.
Otherwise, who would come to drink milk tea on an empty stomach?
Although such mixed combinations might seem unsophisticated to the noble, that can’t be helped, as Qu Fulan didn’t focus solely on wealthy clients but aimed at the public.
Furthermore, a crucial issue was that Ji Nishang’s milk tea shop not only aimed for the high-end market, serving only the nobility and even restricting to a female clientele.
Though from ancient feudalism’s perspective, distinguishing female spaces was considerate.
But it wasn’t commercial.
Qu Fulan hadn’t ignored this issue, but doing so couldn’t be sustainable.
The key still lies in the masses.
To take a step back, in ancient times, women rarely met men; finally going out only to visit a female spot, how could they meet men?
How about bumping into a romantic encounter?
From the perspective of attracting the opposite sex, it was unscientific.
Actually, Ji Nishang also had decent promotion, connections, and gifts. She did all the initial promotion, and without Qu Fulan, opening multiple stores would surely guarantee the success of one. However, she insisted on using the store neighboring the Pei Family as her main force; when compared with "the public," her "high-end" inevitably turned out to be the deserted one.
Qu Fulan, after checking the milk tea shop, went to the Flower Garden Ode, then to Ten Thousand Books Bookstore, and finally returned to the Pei Mansion.
Upon returning to the Pei Mansion, she unexpectedly encountered Miss Tan and Miss Liu, who were visiting the Pei Mansion.
No one knew whether it was their good fortune or what; they accurately caught Mr. Pei and Heir Pei while they were playing chess, occasionally whispering softly, one voice softer than the other.
The Third Miss had an awkward expression; she didn’t mean to bring people over. She really didn’t know her two brothers were playing chess here.
Seeing Qu Fulan return, the Third Miss quickly cast a plea for help in her direction.