Winter has come.
Although the "purchase restrictions" and "sky-high unique items" strategies have caused some waves in the market and saved Jinxiu Pavilion some face, the overwhelming price war of Zhang Ji still weighs on Jinxiu Pavilion's survival space day after day, like a heavy millstone.
Sales have been continuously declining, and the number of customers has visibly decreased. As a result, the morale of the embroiderers in the workshop has become as desolate as the autumn leaves outside the window, growing day by day.
What's even more fatal is that the gold and silver wires that have been the lifeblood of the high-end products have completely broken. After the last contact signal was sent out, there was no news at all, like a cow sinking into the sea.
This means that not only is the "Phoenix Through Peony" screen difficult to complete perfectly, but also many new designs that were originally planned and required gold and silver threads to add the finishing touch have all come to nothing. The "unique advantage that others don't have" that Jinxiu Pavilion is most proud of is being completely undermined.
In the small hall in the backyard, the atmosphere was so solemn that water could almost drip out.
Uncle Wang held the latest account book, his finger joints turning pale from squeezing: "Second Miss, this month..." The turnover has dropped by another 30% compared to last month. Several big clients who used to visit frequently haven't shown up even once this month. The clerk in the shop ahead said, "Everyone on the street is spreading that our Jinxiu Pavilion is about to give in..."
Ah Xing's eyes were slightly red and her voice choked up as she said, "Yes, Second Miss. Yesterday, a maidservant by Mrs. Wu's side came to buy thread and quietly asked me if we were really going to close the door. She said that Mrs. Wu really likes our things and it would be such a pity if we closed it..." I really felt bad listening to it.
Even Li Molan, who was usually composed, couldn't help but speak up: "Second Miss, the gold and silver threads have broken. Several delicate tasks that were originally scheduled to be done are now stuck." The embroiderers were also worried, fearing that without good materials, their skills would have no place to be put to use.
Shen Ruoxin listened quietly, her hands clasping in her sleeves, her fingertips cold. She knew that the Splendid Pavilion had reached the most dangerous brink. Zhang Defa's intention was very clear: he wanted to smash her alive with silver.
The external price war cannot be resisted, the core raw materials have been cut off, and the morale of the internal troops has wavered... If we don't think of a way to break the deadlock any longer, the plaque of the Splendid Pavilion might really have to be taken down.
Going head-to-head is a dead end. Then, the only hope lies in those customers who are still willing to trust and appreciate Jinxiu Pavilion. They are the last stronghold of the Splendid Pavilion and also the hope for counterattack.
Zhang Defa wanted to turn all the customers into locusts who only recognized the low prices with low prices, coming for the profit and leaving when the profit ran out.
Shen Ruoxin spoke slowly, her voice not loud but exceptionally clear, with a resolute determination to go all out.
We can't be dragged into this quagmire by him. It is precisely at such times that we should hold onto those guests who truly appreciate us and never leave us. They are the true foundation of the Splendid Pavilion.
Her gaze swept over everyone, carrying both comfort and an unquestionable strength: "For the Splendid Pavilion to survive, it must not only defend but also attack." From today on, we will adopt a two-pronged approach and implement the "customer Maintenance Plan"!
"Customer maintenance plan?" Uncle Wang raised his head, a trace of confusion flashing in his eyes.
"Right." Shen Ruoxin walked to the table, picked up a pen and wrote four characters on a clean piece of rice paper - "Reservation" and "Points".
The first step is to guide loyal customers to reserve our premium products. She explained, "The goods that Zhang Ji can reduce in price are all common ones or imitations of our ordinary styles."
But for the masterpieces that truly embody the top-notch craftsmanship of our Jinxiu Pavilion, he cannot imitate them and dares not lower their prices easily. What we need to do is to take the initiative and offer "exclusive reservation" services to those regular customers who are truly knowledgeable and have the purchasing power.
She looked at A Xing and said, "A Xing, you are most familiar with those ladies and young ladies who often come." Starting from tomorrow, you will visit several of your most important regular customers in person, such as Mrs. Wu, the wife of Li Tuiguan, and the highly discerning Mrs. Zhou in the south of the city.
Tell them that Jinxiu Pavilion is grateful for their continuous support and has specially prepared to launch a new batch of "Four Seasons Elegance" series silk handkerchiefs.
This batch of handkerchiefs is made of fine materials and has a unique design. Each one is elaborately embroidered by our first-class embroiderers, but the quantity is extremely limited. Only our most distinguished guests are eligible to make reservations in advance.
"Reservation?" A Xing's eyes lit up. "Do you mean..." Let them pay the deposit first?
"Right!" Shen Ruoxin nodded. "Not only does a deposit need to be paid for a reservation, but it should also be clearly informed that the production cycle of this batch of fine products is relatively long. Those who do not sincerely love it and wait patiently will not be sold." We need to create a sense of "scarcity" and "nobility".
By doing so, we can lock in sales in advance, recover some funds and relieve our current urgent situation. Second, it can firmly bind these most high-quality customers, making them feel the "privilege" of being valued and increasing their loyalty. Thirdly, and most importantly, we should draw the competition back from Zhang Ji's expertise in "price" to our strengths in "quality" and "service".
Uncle Wang frowned and said, "But, Second Miss, the gold and silver threads have broken. This' fine piece '..."
"Who says fine products must have gold and silver threads?" " Shen Ruoxin retorted, "The best Suzhou embroidery lies in the artistic conception, in the stitch technique, and in the harmony of colors." We can use top-quality silk thread, more complex needling techniques and design more elegant and refined patterns.
Without gold and silver threads, perhaps it would be less dazzling, but it could better reflect the reserved charm and skill. Tell the guests that this batch of "Four Seasons Elegance" pursues the realm of "whether light or heavy makeup looks good", and it is the refinement that only those who truly understand the trade can appreciate.
Li Molan and Wang Xiuniang exchanged a glance, both understanding Shen Ruoxin's meaning, and a glimmer of light rekindled in their eyes. This is indeed a feasible way.
"The second step," Shen Ruoxin continued, "is to introduce the 'Jinxiu Points' reward mechanism."
"Points?" This is another new word.
Simply put, for every tael of silver that guests spend in our Splendid Pavilion, they can earn corresponding "points". For example, one tael of silver is worth ten. Shen Ruoxin patiently explained, "When these points accumulate, they can be exchanged for the 'thank-you gifts' we have carefully prepared."
She motioned for A Xing to take a small box, which contained some small and exquisite items: specially made samples of colorful silk threads, uniquely shaped needle inserts, brocade bags for embroidery threads, and even a few "thank-you vouchers" that could be used to offset a small amount of money.
When you reach a certain number of points, you can exchange these small gifts for free. The higher the points of the guests are, the higher the value of the gifts they can redeem. They can even obtain the priority purchase right of new products, or... Have the opportunity to reserve our next batch of fine products in advance!
Shen Ruoxin watched the increasingly clear expressions of everyone and concluded, "This' point system 'aims to encourage guests to keep spending and increase their frequency of visiting the Brocade Pavilion."
Every purchase pays off. Even a small pin can make guests feel our sincerity. As time went by and they accumulated more points, they became even less willing to spend at other places easily, because that would "cost" the "wealth" they had accumulated in the Splendid Pavilion. This is called enhancing "market stickiness"!
This plan is interlinked, featuring both "precise strikes" against high-end customers and "long-term maintenance" for all customers. It has enabled Wang Bo, A Xing and others to see another way out of the quagmire of price wars.
The plan will be carried out immediately.
A Xing carefully selected several generous and tasteful regular customers who had not been seen at Zhang Ji recently. She personally brought the newly drawn "Four Seasons Elegance" pattern and several samples of trial embroidery to visit them.
Mrs. Wu, take a look. This is a new style specially prepared by our second young lady for distinguished guests like you. This "Spring Dawn Peach Blossom" is made of the finest ice silk. Paired with the design of peach blossoms and flowing water, it perfectly matches your gentle and refined temperament.
It's just that this batch of materials is very rare. We can only produce about ten cubic meters in total. Our second young lady specially instructed that we wait for regular customers like you first... A Xing smiles and speaks sweetly, perfectly capturing the balance between "exclusivity" and "scarcity".
Mrs. Wu had always had a favorable impression of the Splendid Pavilion. Seeing that the patterns were indeed elegant and refined, upon hearing what A Xing said, a sense of being valued welled up in her heart. She immediately made a decision to reserve two sides and readily paid a deposit of five taels of silver.
"Your Jinxiu Pavilion still has a certain style. Unlike Zhang Ji, it's not noisy and the items are rough." " Mrs. Wu said contentedly.
Similar scenes were played out in several households, including Li Tuiguan's wife and Mrs. Zhou. Although there were some hesitant ones, most of the core regular customers were impressed by this "exclusive reservation" strategy and placed deposits one after another.
In just a few days, Jinxiu Pavilion received a considerable amount of advance payment, temporarily easing its financial pressure. More importantly, it stabilized this most crucial customer group.
Meanwhile, the "Jinxiu Points" system has quietly been introduced in the Jinxiu Pavilion store. The guys, after training, patiently explained the rules and benefits of points to every customer who came to shop.
"Madam, you bought something worth five hundred coins this time. You can earn five points." Look, there is a booklet behind this. It says that if you accumulate twenty points, you can exchange for a bag of fine five-color embroidery thread, and if you accumulate fifty points, you can exchange for this beautiful plum blossom needle insert...
At first, most of the guests were somewhat confused. But when someone really exchanged the accumulated points for real small gifts, everyone's enthusiasm was immediately ignited.
"Oh dear, things can really be exchanged!"
"Then I'll come to your place again next time to buy it and get that bag as soon as possible!" "
This method is quite interesting. You can accumulate points when shopping and exchange them for gifts. It's a good deal!
The points system is like an invisible thread, connecting guests more closely with the Splendid Pavilion. Those ordinary customers who might have hesitated due to Zhang Ji's price reduction now have one more reason to continue choosing Jinxiu Pavilion. The stickiness of the market has been quietly increasing bit by bit.
However, Shen Ruoxin was well aware that this was only the first step of a counterattack from a defensive position. Zhang Defa and Zhao Babapi will never let it go.
Sure enough, just as the "reservation" and "points" strategies began to show results and the Jinxiu Pavilion felt a little relieved internally, a new crisis hit again.
That evening, Wang Bo rushed back from outside in a hurry, his face extremely ugly.
Miss Two! Oh no! His voice was urgent and tinged with a hint of alarm. "Boss Sun of Xianghe Cloth Shop sent someone to convey a message, saying..." The person who said Zhang Ji has come to the door! Name him and force him to withdraw from our "supply alliance" immediately, otherwise... Otherwise, we'll make his shop unable to continue!
Shen Ruoxin's heart tightened: "What did Boss Sun say?"
Boss Sun naturally wouldn't agree, but his small shop couldn't stand up to Zhang Ji's trouble... He sent someone here to ask us what to do... Wang Bo paused for a moment, and a deeper concern appeared on his face. "What's worse, the visitor also said..." It seems that Zhang Ji has already known about our reservation and points system! Zhao Babapi spoke out, saying that we were "at a loss for tricks", and he had plenty of new tricks to make our little tricks completely ineffective!
Hardly had the words been spoken when a sudden commotion came from outside, faintly interspersed with a woman's crying and cursing.
A Xing's expression changed. She quickly ran to the door and looked around, then ran back in panic: "Second Miss!" Yes... It's Li Tuiguan's wife who reserved "Four Seasons Elegance" two days ago! She came to the door with someone and said... Say we are liars! She wants to return the deposit!