Chapter 59: Li Xiaogong’s Shift in Perspective

Du Chengfeng closed the proposal and turned his gaze back to the rice paper, on which eight bold characters were written. Pointing to the third word—reputation—he continued, “Your Highness, let us now discuss reputation. Reputation, too, is a form of marketing. It is the very guarantee that determines whether a merchant and his enterprise can endure and thrive over time.”

“To put it simply, it is when customers are highly satisfied and willingly spread the word, thereby maintaining a favorable image for the merchant and his enterprises.”

“Reputation is a crucial factor influencing a person’s attitude and behavior as a consumer. In fact, it is the most inexpensive form of promotion and marketing. Reputation encompasses credibility, service, and product quality, among other aspects.”

“Brother Chengfeng, the points you’ve made about reputation seem quite understandable. For a merchant, credibility is of utmost importance, and the other two points are also easy to grasp,” Li Xiaogong interjected, a hint of puzzlement in his tone. “Any discerning business in Chang’an is aware of this. Is there really a need to emphasize it?”

“No, Your Highness,” Du Chengfeng replied firmly, shaking his head. “Without a doubt, perhaps the more perceptive merchants in Chang’an have realized this. But those who truly value it, or have genuinely put this concept of reputation into practice, are almost nonexistent. I believe the merchants of Chang’an do well in terms of credibility, but when it comes to service, the same cannot be said.”

At this, Du Chengfeng turned to Manager Lu and asked solemnly, “Manager Lu, as far as I know, Wangjiang Pavilion is among the more renowned establishments in Chang’an, is it not?”

“But if you search your heart, do you really believe your service is exemplary? Can you make every customer feel completely at home? Can you ensure every patron experiences profound satisfaction?”

Manager Lu, still mulling over Du Chengfeng’s previous incisive remarks, was momentarily stumped by this string of questions. Upon reflection, he had to admit that Du Chengfeng was right. He thought to himself that perhaps not just in Chang’an, but throughout the entire empire, no establishment had ever reached the standard Du Chengfeng described.

Yet, standing before the prince, he dared not make excuses and could only bow his head and answer honestly, “Your Highness, Brother Chengfeng is correct—we cannot.”

Li Xiaogong merely frowned at this, showing no sign of blame toward Manager Lu.

Du Chengfeng understood why. The notion of service reputation, of making guests feel at home, is fundamentally based on the principle of putting the customer first. In theory, everyone should be treated equally; as long as you pay, you’re entitled to the corresponding service, barring the deliberately troublesome or disruptive. Perhaps businesses in Chang’an do treat the high-ranking and wealthy with exceptional attentiveness.

But for centuries, the Confucian hierarchy of scholars, farmers, artisans, and merchants had ingrained a deep sense of social stratification. Artisans and merchants were considered the lowest classes, beneath even ordinary farmers.

Even among merchants themselves, the concept of prioritizing service was rare. Centuries of ingrained hierarchy made it difficult for them to suddenly embrace the idea of equality. Du Chengfeng still remembered the disdainful look he received from a waiter the first time he entered Wangjiang Pavilion. He hadn’t taken it to heart, but it was a clear sign that the staff lacked professional training in this area. Without this service-first mentality, Wangjiang Pavilion would struggle to maintain its image and standing over time.

Thus, Du Chengfeng deliberately emphasized the word “service” to seize this opportunity to promote the concept of equality and help make customer-first, service-first the accepted standard.

With this in mind, he continued, “Your Highness, so it stands that whether it’s Wangjiang Pavilion or any other reputable business in Chang’an, there’s little difference between them in this regard. As a result, reputation is hardly discussed—customers simply accept things as they are, and naturally, this makes it difficult to achieve effective word-of-mouth promotion.”

“Then, according to you, Brother Chengfeng, what should be done?” Li Xiaogong asked after some thought.

“It’s simple,” Du Chengfeng replied. “Treat every customer equally, with no distinction, and strive to perfect your service, so that each patron truly feels at home and completely satisfied. Even if it’s a humble farmer or a beggar, as long as they come to spend, they should be warmly received and made to feel the clear distinction between Wangjiang Pavilion’s service and that of other establishments.”

“Only then can you truly cultivate a unique and powerful reputation. Do you agree, Your Highness?” Du Chengfeng declared with conviction.

There was no denying the shock that Du Chengfeng’s business philosophy delivered; Li Xiaogong was genuinely astonished. What astounded him was not only Du Chengfeng’s genius for commercial thinking, but also his willingness to regard farmers and beggars as equals to the high and mighty. Perhaps, in Du Chengfeng’s eyes, even a prince was but an ordinary man. This was evident in every direct gaze they had exchanged; everyone was the same to him—no joy, no sorrow, as placid as a still well.

Yet Li Xiaogong was not a hidebound man. From a business perspective, no matter how audacious Du Chengfeng’s words might be, they were undeniably reasonable and irrefutable.

“Brother Chengfeng, I must admit your views are bold, but I wholeheartedly agree with them.”

Li Xiaogong spoke these words with true sincerity, setting aside his princely airs and genuinely embracing Du Chengfeng’s ideas.

“Indeed, Your Highness, I believe that one day you will be grateful for your agreement,” Du Chengfeng replied, pride in his voice, yet without a trace of arrogance or conceit.

Li Xiaogong listened and thought to himself, “Why does it feel as if I’m being schooled by a youth?” Yet he showed nothing of this and remained silent, feeling that Du Chengfeng grew ever more enigmatic.

Du Chengfeng went on, “As for product reputation, that’s much easier to understand: it requires novelty and uniqueness to attract customers. Take, for instance, the Immortal Wine—there’s nothing like it in the entire empire. Or the new dishes I’ve invented. Of course, Wangjiang Pavilion could experiment and develop more signature specialties in the future.”

Li Xiaogong nodded and said with a smile, “I’d certainly like that, but alas, there’s a lack of talent. I’ll have to rely on you, Brother Chengfeng, to give it more attention in the days ahead.”

Du Chengfeng was momentarily speechless; Li Xiaogong truly knew how to press an advantage.

“Those who are capable must work harder!” Li Xiaogong said mischievously.

Du Chengfeng only sighed and, pointing to the final word, said, “Lastly, let’s talk about service. The service I speak of is vastly different from the mere errands and greetings you’re familiar with. Strictly speaking, the core concept of my hotel project in the proposal is service.”

“Every business activity we engage in is a form of service—for the people. The key is how we elevate this simple notion of service, how we make it distinct and exceptional.”

“And in doing so, establish a sterling reputation—this is the very aim and purpose of providing service. Of course, this can’t be achieved overnight. If Your Highness is interested, I can organize special training sessions in the future.”

“I’m interested—very interested,” Li Xiaogong replied cheerfully. Coming from the mouth of such a prodigy, these incisive service concepts were certainly intriguing to him.