I run a training class in Shu Han

Chapter 73 Endorsers

After seeing Zhuge Liang off, Wang Gui brought over a food box.

"Your Majesty, this is chicken soup sent by the Empress to help you recover."

Liu Shan felt a surge of emotion.

That's incredibly thoughtful! Even though he was barely able to walk steadily, he still managed to make a bowl of soup while he was discussing matters with Zhuge Liang.

"By imperial decree, bestow some gifts upon the Empress."

"As you command."

Since Liu Bei proclaimed himself King of Hanzhong, he has always been frugal. His palace does not contain many precious treasures; most of them are tributes from other places.

After Liu Shan proposed cutting expenses, good things naturally became scarce.

So he only instructed Wang Gui to pick out some things to send over, instead of sending boxes of gold, silver, jewelry, jade, and porcelain as depicted in TV dramas.

That's too unrealistic.

After drinking the chicken soup, Liu Shan's spirits immediately improved, and he immediately began to work.

The first step is to solve the technical problems of tea-making processes.

In fact, Liu Shan only knew the process of tea leaves from tender tea leaves to finished products. As for the actual operation of fixing, frying, and fermentation, he had no experience at all.

But this did not affect anything, because he had gathered all the tea-making artisans in Yizhou.

As long as the steps and specific methods of tea making are explained in detail, those people will naturally find a way to overcome them one by one.

After all, people in ancient times were not unintelligent; they just lacked advanced ideas for the future.

After finishing writing down the tea-making process, Liu Shan struck while the iron was hot and formulated a plan for the promotion and marketing of tea, which was exactly what he excelled at.

The marketing gimmick was already in place, so they used a mythological story as a backdrop, with fairies picking tea with their mouths, to promote the concept of "lip tea".

Since it is called "lip tea", the tea pickers must be young girls who have never been intimate, picking tea leaves with their mouths. The basic operation must conform to myths and legends.

Using mouth to pick tea is just an eye-catching tactic; the real core lies in the tea-making process.

In order to further attract attention, Liu Shan planned to continue using young girls to complete the tea-making process, promoting the product's effect of "tea fragrance + body fragrance" to make those literati yearn for it.

Only when the product is good will the external packaging and core values ​​become added value.

The next step is to accurately target the market and the target audience.

Liu Shan learned from Zhuge Liang that currently only the gentry of Jiangdong liked to drink tea, and it was not yet popular in the north. Therefore, the newly made tea was intended for the gentry of Jiangnan.

Traditional tea-brewing methods have a long history. In order to adapt to the market and promote the product, Liu Shan devised a two-pronged plan.

First, respect traditional tea-brewing methods and do not deny the use of traditional ingredients such as ginger, dried tangerine peel, and scallions in tea leaves. This is the first step to enter the market and gain a stable customer base.

Secondly, we will gradually promote new tea-brewing methods and create demand.

First, classify the teas from Yizhou, focusing on the warming properties of black tea and flower tea, which are believed to have beauty-enhancing and physiological-regulating effects on women, and targeting the female market.

Then there are the elegant and mellow characteristics of teas such as green tea and white tea, which mainly target the market of literati and scholars.

Moreover, Liu Shan also established a tea culture.

Not only do they draw upon myths and legends, but they also put effort into their teaware and drinking methods.

For example, when using a gaiwan (lidded bowl) to brew tea, hold the rim of the bowl with your left hand and lift the lid with your right thumb and middle finger, gently tapping it on the surface and rim of the bowl to make a sound.

Then, half-submerge the tea lid in the water and slowly slide it from the inside out. At this point, you will see green waves surging, emerald leaves floating and sinking, and phantom images moving about.

When drinking tea, sip the tea through the gap between the teacup and the lid, letting the tea linger on the sides and back of the tongue.

Swallow it in three gulps, making a gurgling sound. At this time, a subtle fragrance wafts through your mouth, and the aroma wafts around. This move is called "Three Blows and Three Waves".

They have the hype, the product, and the culture; all they need now is a spokesperson.

A good spokesperson can be the finishing touch to a product.

In fact, Liu Shan's first thought was of Wei Yao, the protagonist of the "tea instead of wine" story.

Having him endorse the newly made tea is the best form of advertising.

However, this story takes place during the reign of Sun Hao. Wei Yaoxian is only nineteen years old and has just entered officialdom. He is still a nobody and has no political influence, so Liu Shan has to find another way.

Another point.

Due to social and economic factors, tea was only popular among aristocratic families, so the product could only be positioned as a high-end product.

If you want to penetrate the high-end market, you must have someone who is recognized by the high-end market.

Based on the above two points, Liu Shan set his sights on Gu Yong, the prime minister of Eastern Wu.

After Sun Quan was enfeoffed as king by Cao Wei, Gu Yong became his first prime minister. At the same time, he was also the head of the Gu family of Wu Commandery, one of the four prominent families in Wu Commandery, and a spiritual role model for the gentry of Jiangdong.

As a child, Gu Yong studied under the renowned scholar Cai Yong, learning to play the zither and calligraphy.

These two literary skills complemented the tea culture that Liu Shan championed.

At the same time, Gu Yong is a man who does not drink alcohol, is taciturn, and behaves appropriately, making him a very suitable person to be the spokesperson for tea, and he will not cause any scandals.

After selecting a spokesperson, the next step is to launch customized products.

The Gu family has a tradition of studying classical texts. If products are packaged in this way, while simultaneously promoting classical culture, it will align with the Gu family's family tradition and double the effect.

Finally, and most importantly, what could be done to impress this Jiangdong gentry and make him their spokesperson?

In modern society, celebrity endorsements are all for the sake of "profit".

However, this wouldn't work in ancient times, especially among powerful and influential families who placed greater emphasis on political influence.

If you come running up to me with tea leaves, saying, "I'll pay you to endorse my product," the other person will definitely scoff and berate you for being "uncivilized."

Just as Liu Shan was deep in thought, a palace attendant reported that Zong Yu was to enter the palace to meet the emperor.

"pass!"

Zong Yu's purpose in coming here was simply to discuss the follow-up matters of the alliance with Eastern Wu.

Although the two countries have signed an alliance, daily interactions are still unavoidable.

In particular, restoring normal trade and getting goods in hand circulating is essential for revitalizing the market and giving people money in their pockets.

Deng Zhi held a high position, but stepped down after the cooperation was reached. Currently, the person mainly responsible for liaising with Eastern Wu is Zong Yu, the "second-in-command" of diplomacy in Shu Han.

After reporting his work, Zong Yu saw the piles of memorials and bamboo slips on Liu Shan's desk and was amazed by Liu Shan's diligence.

"Zongyu, what do you think of Gu Yong?"

Liu Shan's mind was in a mess, and he had no ideas at all, so he just chatted casually for a few minutes.

Since Zong Yu is currently in charge of liaising with Eastern Wu, he must be very familiar with the current situation in Eastern Wu.

"Gu Yong was a minister of state."

Zong Yu had a very high opinion of him.

"What do the gentry of Eastern Wu think of tea?" Liu Shan continued to ask.

"It did not enter the mainstream of the imperial court, but was favored by the gentry of Jiangnan."

Why?

"Tea is elegant and refined, and the gentry of Jiangdong consider themselves superior, so they often drink it."

Liu Shan thought for a moment and said, "What do you think if I want Gu Yong to be the endorser of Yizhou's tea?"

Zong Yu looked completely bewildered.

tea?

Endorser?

What is this?