Chapter 22: Scarcity Marketing

Chai Xiao pointed to the railing on the top platform, which was carved with dragons, phoenixes, auspicious clouds, flowers, birds, insects, and fish. He then gestured toward Chef Yi Taihe, before pointing downward.

"The sacrificial rites on the top platform are drawing to a close; we shall gradually shift the focus to the second floor."

"The second floor is spacious and bright, currently partitioned into a dozen rooms—are those not perfect for private dining?"

"Clean them up, and move all the drums, bells, and ritual instruments into one room."

"In the other rooms, set up tables and chairs to serve as private chambers. Number them from one upward, and we shall open for business immediately!"

"Most importantly, prepare the central room, place a large table there, and designate it as Room Number One."

"There is no need for evasion; announce that it is reserved for myself, my mother, the Junior Tutor, and their entourage!"

"Place a menu in the center of the table!"

"Do not hold back now—list all your most exquisite signature dishes!"

"Keep the portions reasonable. As I mentioned during breakfast, both lunch and dinner will follow the standard of three meat dishes, one vegetable dish, and one soup."

"For the three of us, that will be nine meat dishes, three vegetable dishes, and three soups—fifteen dishes in total, perfectly accounted for!"

"As for the others, we shall invite two representatives of the elderly, two representatives of the virtuous, two representatives of the wealthy merchant class, and one child representative."

"Ten people in total—a symbol of perfection!"

"The master of ceremonies shall be the Timekeeper of the Drum Tower; after all, this is his domain, and it will bring him great prestige."

"As for the other tables, the wealthy patrons and scholars may arrange their own seating."

"Once we descend from the top platform to the main table on the second floor, everyone's attention will follow us."

"Our table is merely for show; we shall dine for an hour and then depart!"

"After that, the room will be vacated for reservations!"

"I believe that within less than a quarter of an hour, people will be scrambling to book tables."

"For all other tables, we shall employ a strategy of 'hunger marketing'."

"Place a menu on each table so guests may choose for themselves—seven, eight, nine, or ten dishes, whatever they prefer."

"However, set the rules: reservations are mandatory, and must be made at least a quarter of an hour in advance!"

"Furthermore, these second-floor private rooms cannot be occupied for long; we shall turn over the tables every hour!"

"In this way, calculating based on the twelve tables on the second floor..."

"The main table will cost no more than what we would have spent at the Prince's Mansion; it is merely a shift in location."

"But for the other eleven tables, including the turnover of the main table, the revenue from the food and drink will be exactly what you, Chef Yi, described earlier."

"Even if we double or triple the prices, people will still fight to pay for reservations, will they not?"

"Of course, whether this can be sustained from today until ten days from now depends on the quality of your cuisine."

"Can it withstand the test?"

"Can it make the wealthy willingly part with their money?"

"These are all tangible, measurable goals!"

"Our theme remains unchanged!"

"The top platform is the 'Heavenly Venue'—to thank Heaven! The second floor is the 'Human Venue'—to thank the people!"

"Whether you can gather and unite the people here depends on you!"

Chai Xiao finished speaking and began tossing the remaining pebbles in his hand, catching them and fiddling with them incessantly.

Opposite him, the crowd stood dumbfounded, struck speechless.

Is this truly the same Ninth Prince as before?

How did he come up with such a clear, well-planned, and comprehensive strategy?

***

Beyond concepts like "table turnover" and "hunger marketing," which they had never heard of but could still grasp, everything else he said was like pearls of wisdom.

Every word and every sentence had a specific purpose.

Moreover, it was highly actionable.

It could be implemented immediately!

The most stunned were the Junior Tutor and Consort Yun.

In Su Zhongjing’s eyes, it was certain that his student was no longer the man he had been.

He only wondered, when did this transformation begin?

Could it be that he is truly a reincarnation of Emperor Wen of Han or Emperor Xuanzong of Tang?

Good heavens, you have kept me in the dark for so long!

Of course, to this scholar well-versed in history, the most precious aspect of Chai Xiao’s plan was the arrangement of the top platform and the second floor.

"Heavenly Venue! Thank Heaven!"

"Human Venue! Thank the people!"

It did not violate ancestral rites; rather, it completely upheld and glorified them.

Since ancient times, royal power has been seen as a divine mandate.

Yet at the same time, water can carry a boat, but it can also overturn it.

"The sage has no fixed heart; he takes the hearts of the people as his own."

"The people are the most important, the state is secondary, and the ruler is the least."

"Governance has its norms, but benefiting the people is the foundation."

"There has never been a ruler who lost the hearts of the people yet achieved true lasting glory."

This Ninth Prince conducted the imperial sacrifice on the top floor to thank the heavens, inviting twenty elders to sit and twenty children to perform the Nuo dance.

All food was provided for free.

Although the portions were small, it was restrained and perfectly in line with etiquette.

He opened a banquet on the second floor, taking the lead himself at the main table in Room One, and invited representatives of the elderly, the youth, the virtuous, and the wealthy.

What they ate and drank complied with the "strict controls" he had set for himself.

It was equivalent to sharing a meal with the other seven representatives.

As for the other eleven tables, while the prices would be higher, they were all voluntary expenditures.

The food and drink were indeed of royal standard, absolutely worth the price.

The methods he employed—such as having the Drum Tower's Timekeeper preside, vacating the main table after an hour, and providing menus—were merely tactics to build atmosphere.

The essence was entirely positive and righteous.

With such an arrangement, what was there to question?

And with such a ruler, what was there to doubt?

Consort Yun stared at her son, tears welling up in her eyes unnoticed.

This is the son I have always wanted!

As for the previous one, he can stay with that bastard of a father!

She had always feared that he would act recklessly, disregarding the consequences.

He might have disrupted ancestral rites!

He might have broken all the rules!

Yet she had not expected that, at such a young age, he could think so thoroughly and meticulously.

He had not only upheld ancestral rites and traditions but also prioritized filial piety and respect for the elders and the virtuous.

This was a sight not seen in many years!

Most brilliant of all was how he made the food business feel so natural and logical.

He had turned the impossible into the highly probable.

One could even say it was a "resurrection"!

She wondered, what other miraculous ideas would he have to turn the tide?

As his mother, she must help him realize them properly.

Including the promise to find the twenty elders and twenty children.

Whatever else he needed, it could be done, and it must be done!

Otherwise, the one acting recklessly would be her, the mother!

Action followed thought!

Just as Consort Yun was about to call for Zhang Bao, who was still dancing, to go find the children and elders, she noticed Chai Xiao suddenly make a gesture to Zhang Bao, as if opening his mouth wide!

What was he doing?

At that moment, the pebble in Chai Xiao’s hand struck the empty ground.

A crisp "snap!" echoed through the air.

"Here, on either side of the Drum Tower, we shall set up the third venue—the 'Earth Venue'—to thank the Earth!"

Following his resonant voice, Zhang Bao, who quickly grasped the meaning, immediately switched his dance style.

One hand gestured as if holding a lantern, while his other hand and feet danced in unison.

First, he shook his head incessantly, opening his mouth wide, eyes flashing with brilliance, like a lion gazing into the distance and roaring.

Then, he placed one arm before his nose, swinging it continuously, while his feet slowly paced forward, like an elephant strolling.

He then stood on one leg, swaying back and forth.

Suddenly, he dropped into a kneeling crouch, rolling across the ground.

He stopped, stood up, and stood on one leg again, making an "um" sound.

It was just like a Qilin frolicking.

It was the folk "Qilin, Lion, and Elephant Lantern Dance!"

Everyone present did not dwell on the magnificent dance of the Head of the Imperial Household Department.

Instead, they all looked simultaneously toward Chai Xiao!

Although some among them desperately wanted to ask:

"Will this not interfere with the normal operations of the Drum Tower?"

However, they knew that this thoughtful ruler must have already considered it!