Chapter 54: Selling Products as Luxury Goods (Please vote for monthly tickets!!!)

Guan Ju'er rode with Andy to work as usual. Just before they reached the intersection leading to Financial Street, Guan Ju'er suddenly pointed at the rearview mirror.

"Sister Andy, have you noticed? There seems to be a car following us."

Andy glanced back and frowned slightly. "It seems like it's been behind us since the community entrance."

However, Andy didn't think much of it. "Maybe they just live in the same community as us and also work in Financial Street."

Guan Ju'er thought that made sense. Just then, the light turned green, the car pulled away slowly, and by the time they arrived downstairs at the office, Guan Ju'er had forgotten all about it.

When Andy arrived at the company's underground garage and parked her car, she suddenly felt something was off. She looked back, but saw nothing.

Shaking her head, Andy assumed she was just being overly sensitive and headed straight for the elevator to start her workday.

On the other side, Qin Hao was in a meeting discussing the promotion of electric toothbrushes and electronic beauty devices.

"President Qiu, isn't the 159 price point for the electric toothbrush a bit high? After all, a regular toothbrush on the market only costs about ten or twenty yuan, and other electric toothbrush brands are also in that price range. As a new product, aren't we at a disadvantage competing with established brands at the same price point?" the sales manager asked.

The members of the sales department nodded in agreement.

Qin Hao spoke unhurriedly, "First of all, the 159 price point is intended to create more profit margins for our future sales and operations. As you all know, there is an 'anchoring effect' in consumer psychology. If we set the price at 99 from the start, how will we run promotions later?"

"We aren't running a charity, and we aren't selling products to make friends with customers. Making money is our objective."

At this, everyone in the meeting room expressed their agreement.

The sales manager explained somewhat awkwardly, "I was just worried that the high price might cause sales to suffer."

Qin Hao waved his hand. "We conducted extensive market research in the early stages. The target audience for electric toothbrushes is inherently different from that of traditional toothbrushes. Even if we set the price at 99, customers who use traditional toothbrushes won't switch to an electric one; a ten-yuan toothbrush is sufficient for them."

"Furthermore, users willing to spend 99 on an electric toothbrush tend to be younger, more receptive to new things, and have strong purchasing power. For them, 159 isn't expensive. Moreover, products aren't always better sold just because they are cheaper; often, being too cheap makes people think your product is low quality."

He cited a classic business case: a gemstone merchant in the United States initially tried to follow a high-volume, low-margin strategy, but to his surprise, no one visited his shop after it opened.

At first, the merchant thought his prices weren't attractive enough, so he lowered them again, selling at cost. However, sales did not improve, which left him very frustrated.

One day, the merchant had to attend a church gathering and left the shop in his son's care. Due to the son's carelessness, he miswrote the price tags for a new batch of gemstones, accidentally adding an extra zero at the end.

When the merchant returned from the gathering, he found his shop swarming with customers. The new batch of gemstones was being snatched up, while the previous stock remained untouched.

While an electric toothbrush is not a luxury item like a gemstone, the business logic is essentially the same.

Watching this, Wang Baichuan felt even more convinced of Qin Hao's brilliance. No wonder this young man could found a company with billions in annual revenue in such a short time. He resolved to learn as much as he could from him.

Once the price was set, it was time to formulate the marketing plan.

Qin Hao continued, "First, we must have a unified mindset. From design to core components, our electric toothbrush is on par with the top-tier brands on the market."

"So, I hope no one holds the fixed idea that 'we are a new brand.' We are a top-tier brand. If even we don't recognize the quality of our own products, how can we expect customers to believe in them?"

The eyes of everyone in the meeting room lit up. 2015 was the height of the "chicken soup for the soul" era; after Qin Hao served this bowl of inspiration, the employees were all revitalized.

Qin Hao took in the scene and nodded inwardly. If even a unified mindset couldn't be achieved, execution would be impossible. Many companies lack vitality because they treat employees like mere screws in a machine—employees who don't understand what they are doing and merely follow orders repetitively.

For large corporations, pursuing efficiency this way might work, but for a small company like Qin Hao's with only a hundred or two hundred people, it is essential to let employees understand *why* they are doing what they are doing.

"Of course, it's useless if only we know the product is good; the customers must know. Therefore, marketing is our top priority."

As Qin Hao spoke, he glanced at the sales manager and began assigning tasks. "First, we need to develop a complete brand promotion plan. This is our company's strength. Manager Jiang, I'll leave this to you."

Hearing this, Manager Jiang immediately patted his chest and said, "No problem."

Qin Hao then turned his gaze to Wang Baichuan. "Manager Wang, you will handle the procurement and factory coordination. You must maintain strict quality control. Marketing is just the icing on the cake; to sell well, the product itself must be solid."

Wang Baichuan straightened his posture and declared, "Rest assured, President Qiu. I will personally oversee this period. Even if I have to live at the factory, I will ensure the product quality."

Qin Hao nodded with satisfaction; Wang Baichuan was indeed reliable.

"Don't let the progress on the electronic beauty device slip either. We can start by collaborating with Weibo beauty influencers and Xiaohongshu bloggers. Additionally, we must leverage our advantage in short-form video. We can start a wave of pre-launch promotion on Douyin, Kuaishou, and Bilibili."

The audience for electronic beauty devices was not as broad as that for electric toothbrushes, but fortunately, users of such products tend to be impulse buyers. As long as the promotion was done well, sales wouldn't be an issue.

When the boss speaks, the employees run. The company staff visibly began to get busy.

Qiu Yingying was no exception. To avoid dragging the team down, she began working overtime until eleven or twelve o'clock every night. This, however, gave Qin Hao and Guan Ju'er many opportunities to be alone together.

Qin Hao even thought, somewhat unethically, that perhaps he should assign more tasks to Qiu Yingying's team in the future.

When the weekend finally arrived, Qiu Yingying was looking forward to a break. Of course, what she looked forward to even more was her fellow townsman, Ying Qin, asking her out to a movie.

Early in the morning, Qiu Yingying excitedly sought advice from Fan Shengmei on how to pick out an outfit, staying busy until around ten o'clock before finally heading out.