Extraordinary Genius

Feng Yu was excited to successfully invest in Quanjude. Heknows that even if he does nothing, the Quanjude Group will bring in highreturns from his investment.

In another 3 to 5 years, Quanjude Group could be listed, andhis returns will be higher.

Of course, Feng Yu will not sit by the side and not doanything. Since he had become a shareholder, he must help Quanjude Group growand increase the brand influences.

The easiest way to achieve this was to let everyone knowthat Quanjude has the top chefs and the best roast ducks!

Feng Yu’s method was straightforward. He creates foodcolumns in newspapers and radio stations to promote Quanjude’s restaurants asthe best restaurants in China!

In Feng Yu’s past life, there were many food segments on theradio. When you are not sure what to eat, you can call the radio station to askfor a recommendation. The broadcaster will provide recommendations.

You want to treat your customers and not sure whichrestaurant to go to? Go to Quanjude’s restaurant. The National Banquet was heldthere. This will show your respect for your clients.

You want to have a family gathering and not sure whichrestaurant to go to? Go to Quanjude’s restaurant. It serves the best roastducks in China. There are also many other dishes available. It is great forfamily dinners.

You want to meet up with your friends and not whichrestaurant to go to? Quanjude……..

The purpose of this radio program was to recommend people toQuanjude’s restaurants. Of course, if you tell the broadcaster that you onlyhave 30 RMB, they will not recommend Quanjude. They will ask you to eat fromthe roadside stalls. But most likely, your call will not be aired.

To the listeners, it was a radio food recommendationprogram. But actually, it was Quanjude advertis.e.m.e.nts. As for the newspapers,it was Feng Yu’s specialty. Soft advertising. But this time, it was much morestraightforward. Feng Yu created China’s top food chart!

The number one on China’s top food chart was Quanjude’sroast duck. What? You say you like the braised duck web with mushrooms, one ofthe dishes from Manchu Han Imperial Feast?

Oh sorry. Based on our polls, no one likes this dish!

Manchu Han Imperial Feast was China’s most prominentbanquet. But not everyone knows about the dishes served in the banquet. Infact, most of the people do not know about the name of the dishes.

But Quanjude was different. It was the National Banquet andhad served foreign delegates!

This restaurant was picked by China’s top leaders to hostforeign delegates and all of them like it. How can this roast duck not benumber one on the chart? Although this chart was not fair, no one could provideevidence that it was rigged!

So, newspapers all over China published this chart and thewords ‘Number one’ were in bold and bigger fonts.

Whoever that read the papers will notice this article.Everyone will see the name Quanjude Roast Duck! When they read the article,they will realize that Quanjude roast ducks were number one on China’s top foodchart.

Not many people could resist the temptation of good food.But in reality, there was not a lot of good food around. But with sufficientmarketing, people will try to like that food.

For example, truffles. Many people do not like the smell oftruffles. But when they heard that truffles were costly and delicious, theywill want to try. Although after trying, many of them regretted and it was notas tasty as they imagined, but it was still enough to let some of these peoplelike the taste.

Quanjude roast ducks were easier to market compared totruffles. Not many people in China do not eat ducks. Also, Quanjude was a 100years old brand and was still the National Banquet restaurant.

Many people were still able to resist the temptation ofQuanjude roast ducks in the past. After all, the restaurant was only located inBeijing. Not many people were willing to travel to Beijing for roast duck.

But now, it was different. Dozens of restaurants in manycities of China serves Quanjude roast ducks. Those that did not have the chanceto taste the roast ducks could eat it in a city near to them now.

The restaurants under Quanjude Group were not cheap, but itwas also not very expensive. Many people were still able to afford a mealthere. In the current era, there was still no pricy wine. When people weregiving treats, they will just choose a good restaurant and not some fancifulplaces that serve pricy wine.

In the past, people did not know which restaurant to go whenthey were treating their clients, friends, leaders, etc. for meals. But now,they know where to go. They would look for a restaurant that hangs the Quanjudesign outside.

They will be able to enjoy good food and at the same timewill not lose face.

The face was an important part of Chinese culture. Sincethey were going to treat others, they must not let the other party feel unhappybefore they even eat the food. The food quality at restaurants under QuanjudeGroup was very high. There will not be an instance of the host losing face.

You do not like to eat roast ducks? No problems. Therestaurants do not only serve roast ducks. They also serve other specialtydishes. In the past, one restaurant only has one or two specialty dishes. Butnow, it was different. The chefs of the restaurants under the Group will sharetheir recipes with each other, and the diners have more options.

Customers can also get to eat other provinces’ cuisine in Sichuanrestaurant, But Sichuan cuisine was still the primary cuisine style in thatrestaurant. To be able to enjoy food from all over China in a restaurant couldmeet the needs of the customers.

These marketing methods were not only in China. It was alsoused in other countries like Hong Kong, Malaysia, etc. The local newspapersalso published the same article on China’s food chart. But the readers do notknow that the paper was paid to publish it.

Since ancient times, China had given the impression that thecountry has lots of good food. An average meal of the Emperor consists of over100 dishes. Although in the present world, it was not possible. But whenentertaining guests, Chinese surely pick the best.

Quanjude roast ducks were the best!

Especially in Hong Kong, Macau, Taiwan, etc.The people there were curious about Quanjuderoast ducks. All of them knew that Mr. Deng loves to eat this restaurant’sroast ducks. They want to taste it themselves.

With the aggressive advertising on newspaper and radiostations, the trend of looking for good food started.

Rich people would be embarra.s.sed to tell their friends thatthey had not tasted Quanjude’s roast ducks.

Quanjude Group made use of these marketing strategies tobring Quanjude brand to the next level. It might not be the most delicious foodin China, but it is the most famous food.

All the restaurants under the group were racking in highprofits. All the shareholders were laughing and waiting for this year’sdividends.

At this time, Feng Yu decided to return back to school atHong Kong University. He still needs to increase his knowledge. He needs to beable to make better decisions during the 1997 financial crisis.

But before Feng Yu left for Hong Kong, he received a call. Acall from someone he had been waiting for.

This person was the proud Li Dafu. He was the Chairman ofGeely Automobile in Feng Yu’s former life. Feng Yu had tried to recruit himpersonally but was rejected.

Why was he calling now? Did he change his mind?

Translator’snotes:

Manchu HanImperial Feast

Shufu

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