hotmtlnovel Chapter 1461 Father Shi: I misjudged him
Chapter 1461 Father Shi: I misjudged him
Chapter 1461 Father Shi: I misjudged him
Emerging from the Shi family villa, night had fallen. The Hong Kong Island skyline was ablaze with starlight, a stark contrast to the tranquility of a northern winter night. Qin Hao and Zhao Yajing hailed a taxi to a business hotel in Central where they had booked in advance. The taxi wound its way down the mountain road, the neon lights and urban hustle and bustle flashing past the window.
Sitting in the back seat, Zhao Yajing gazed at the dazzling street scene outside the window, her thoughts drifting. Earlier at the Shi family home, Shi Xiaona's undisguised surprise and affection for Qin Hao, along with the scrutinizing yet admiring looks from Shi's parents, had left her feeling uneasy. She turned her head to look at Qin Hao beside her, who was resting with his eyes closed. His sharply defined profile appeared somewhat enigmatic in the interplay of light and shadow outside the car window.
The taxi stopped on a relatively quiet street in Central, in front of a fairly tidy-looking business hotel. The two got out of the car and carried their luggage into the lobby.
The receptionist was a middle-aged woman in a uniform with her hair neatly styled in a bun. She asked in Cantonese with an accent, "Do you two have a reservation?"
Qin Hao gave his name and reservation information. The receptionist checked and nodded: "Mr. Qin has booked two single rooms for three nights."
She took out the register and key card.
At this moment, Zhao Yajing suddenly leaned closer to Qin Hao, gently nudged him with her arm, and deliberately lowered her voice, saying in a slightly ambiguous and teasing tone, "Hey, Lao Qin, hotels in Hong Kong... are really expensive. You see, we're new here, so every penny counts... How about... we just share a room?"
Qin Hao raised an eyebrow upon hearing this, and lowered his voice as well, replying in a teasing tone that only the two of them could hear: "Let's forget it. I'm afraid... you'll eat me up in the middle of the night. My delicate skin can't take any more abuse."
"You!" Zhao Yajing's "charming" expression vanished instantly, replaced by a puffed-up face. She glared at Qin Hao fiercely, forgetting to lower her voice, "Hmph! Stop being so conceited! I don't care! I was just... saying it casually, testing you! Looks like you're a gentleman after all!"
Qin Hao suppressed a laugh and nodded seriously, "Yeah, I knew you'd say that. So, for the sake of your 'innocence,' it's better if we each stay in our own rooms." With that, he took the two room keys and registration form from the receptionist, quickly signed them, then picked up one of the keys and waved casually at Zhao Yajing, "See you tomorrow! Get some rest!"
After saying that, he picked up his suitcase, turned around and walked towards the elevator with a crisp and decisive step, without the slightest hesitation.
Zhao Yajing stood there, watching his tall figure disappear behind the elevator doors. She stomped her foot in anger and muttered under her breath, "That jerk! That clueless blockhead!"
But then, her eyes darted around, a sly glint in them, and she muttered to herself, "Hmph, don't think I don't know what you're thinking... Don't even think about meeting Shi Xiaona alone, I'm sticking with you."
……
The next day, the Hong Kong winter sun shone warmly through the thin mist, bathing the streets. The two found a decent-looking tea restaurant near the hotel for dim sum. Pineapple buns, shrimp wonton noodles... the authentic Hong Kong breakfast allowed Zhao Yajing to temporarily forget the unpleasantness of the previous night, and she ate with great relish.
Halfway through her meal, Zhao Yajing put down her milk tea cup, wiped her mouth with a tissue, and suddenly remembered something. She asked seriously, "By the way, Lao Qin, yesterday Shi Xiaona's second brother said that KFC used to come to Hong Kong, but it slunk away. Is that true?"
She was indeed somewhat worried. If even an international brand like KFC failed in Hong Kong, could their "knock-off" Burger King do the same?
Qin Hao calmly picked up a shrimp dumpling, dipped it in vinegar, put it in his mouth, chewed it carefully, and swallowed it before taking a sip of tea and slowly saying, "That's true. In 1973, KFC did make a big splash in the Hong Kong market. The name they used at the time was quite down-to-earth, called 'Lao Xiang Ji' (Old Country Chicken). They opened several branches in a very short time, and their advertising was everywhere."
"Unfortunately, the good times didn't last long. 'Lao Xiang Ji' was always operating at a loss in Hong Kong. It couldn't hold on for more than two years and eventually closed all its Hong Kong branches and withdrew from the Hong Kong market. So Shi Xiaojun's statement that it 'slunk away' is not an exaggeration."
Zhao Yajing frowned even more, her tone filled with anxiety: "If we can't even handle the real KFC, does that mean... Hong Kong people don't like Western fast food at all? They don't like fried chicken and hamburgers? Then... should we keep our store open? Will it really be like Shi Xiaojun said, just throwing money down the drain?"
Last night at the Shi family's house, she was too polite to ask too many questions, but now that it was just the two of them, she finally poured out all the worries she had been holding back all night. After all, opening a shop requires a significant investment, especially in Hong Kong where rents and living costs are so high.
Seeing Zhao Yajing's worried expression, Qin Hao smiled instead. He picked up the teapot, calmly filled her teacup, and then slowly said, "Don't rush. Let me tell you a story."
"Once upon a time, there were two shoe salesmen who were sent by their company to a remote, undeveloped island to investigate the market," Qin Hao recounted in a storytelling tone. "The first salesman landed on the island, looked around, and discovered something that greatly disheartened him: all the island's inhabitants, regardless of age or gender, walked barefoot; not a single person wore shoes! He tried to sell them for a while, talking himself hoarse and showing off all sorts of shoes he had brought, but the islanders just looked curiously, shook their heads, and no one wanted to buy. They thought shoes were superfluous, restrictive, and expensive. The salesman was very frustrated, concluding that there was no market on the island, so he quickly left and returned to report to the company: 'The people there don't wear shoes; our shoes won't sell there.'"
Zhao Yajing listened intently, and subconsciously asked, "And then?"
"Then, the company sent a second salesman to the same island," Qin Hao continued. "When this salesman landed on the island and saw that all the residents were barefoot, his reaction was completely different from the first one. He was overjoyed! Do you know why?"
Zhao Yajing shook her head blankly; she couldn't figure it out.
Qin Hao looked at her and smiled, "Because in the second salesman's view, the fact that no one on the island wore shoes meant that the entire island's inhabitants were his potential customers! It was a completely untapped market waiting to be developed! So, instead of rushing to sell leather shoes, he settled down first. He observed the locals' living environment and discovered that the island had many gravel roads and thorny bushes, making it easy to get injured walking barefoot. He gave away some comfortable straw sandals and cloth shoes to some residents to try out, and showed them the benefits of wearing shoes: protecting their feet and making them walk further and more comfortably. With his persistence and skillful guidance, the islanders gradually began to accept and get used to wearing shoes. Eventually, his leather shoes also found a market and established a stable market there."
The story was over. Zhao Yajing frowned, carefully pondering its meaning. After a while, her eyes lit up slightly, as if she understood something: "You mean... KFC is like the first salesman in the story, seeing 'no one wearing shoes,' he thought there was no market and gave up. And you... are the second salesman, seeing the same phenomenon, but thinking it's a huge opportunity?"
Qin Hao nodded approvingly: "Different perspectives on a problem will lead to drastically different conclusions and strategies."
He put down his teacup, his expression turning serious, and began a detailed analysis: "KFC's failure in Hong Kong back then was due to a complex set of reasons, but they can be summarized into a few main points: First, the issue of taste and positioning. At the time, they mainly focused on American-style original fried chicken, which was heavily seasoned and oily. Hong Kong people, on the other hand, preferred lighter flavors and the natural taste of ingredients, such as poached chicken and roast goose. They needed to cultivate an acceptance of fried food. Second, the issue of price and portion size. KFC's pricing was too high at the time; a fried chicken meal was not cheap for the average Hong Kong citizen. Moreover, buying only fried chicken meant either not being full if you didn't have enough, or being too expensive if you did, resulting in poor value for money. Third, there were also issues with their advertising and localization strategies, which were not flexible enough."
He paused, then changed the subject with confidence: "But we're different. We don't focus on fried chicken, we focus on 'hamburgers'! A hamburger contains a patty, vegetables, and bread, making it nutritionally balanced. Paired with two fried chicken legs or a bag of fries, it's enough to fill up an adult male. We can be more strategic with our pricing, offering various set meals that are cheaper than many casual meals at local cafes. Most importantly, our service is extremely fast, perfectly suited to the fast-paced, time-is-money lifestyle of Hong Kong. As long as we find our niche, fine-tune our flavors, and control costs and prices, there's no reason we won't be popular."
As Zhao Yajing listened to Qin Hao's clear and confident analysis, her eyes grew brighter and brighter. Her doubts gradually dissipated, replaced by an ignited fighting spirit and... an almost worshipful admiration. She liked Qin Hao just the way he was—calm, rational, insightful, always able to find the key to breaking through seemingly difficult situations, and possessing a composure and confidence that allowed him to "strategize within the command tent and win battles a thousand miles away."
"Alright!" Zhao Yajing slammed her hand on the table, exclaiming with boundless confidence, "Since you're so confident and your analysis is so logical, then I'll gladly oblige! Tell me, what's next? What's the first step?"
Seeing her regain her spirits, Qin Hao smiled and held up two fingers: "Splitting up is the most efficient way. I'll apply for the business license and related permits. You're in charge of finding a suitable storefront. When it comes to business, location is king."
“No problem!” Zhao Yajing, a pragmatist, immediately got to work: “What are the specific requirements and standards for the store? Give me a clear outline.”
Qin Hao pondered for a moment and said, "The area doesn't need to be too large, around 50 square meters is enough. Anything too big would put too much pressure on the rent. The key is the location and the surrounding environment. We'll prioritize two types of areas: First, commercial districts, with at least four office buildings nearby with an occupancy rate exceeding 80%, as white-collar workers are our core customers. Second, areas near schools, especially middle schools and universities, where students are quick to embrace new things and have significant spending potential. Also, the shop should ideally be street-facing with high foot traffic. The rent is negotiable, but the transfer fee must be controlled; anything too outrageous won't be considered."
"OK! Got it! Leave it to me!" Zhao Yajing quickly jotted down the key points, full of confidence: "I'll go check out the agencies and the market right now! On your end... will getting the license be a hassle?"
Qin Hao shook his head: "The business rules in Hong Kong are fairly transparent. As long as you comply with the regulations, follow the proper procedures, and spend the necessary money, you should be able to get it done. If all else fails, then you can try to find connections."
"Alright, let's split up!" Zhao Yajing was also an impatient person. After saying that, she finished the rest of her wonton noodles in a few bites, wiped her mouth, and picked up her small purse.
"Go back to your hotel room and change into a pair of comfortable shoes before you leave," Qin Hao suggested.
"Okay!" Zhao Yajing stood up hurriedly and walked out of the tea restaurant.
Qin Hao leisurely finished his breakfast, paid the bill, and returned to his hotel room. He first called Shi Xiaona, briefly explaining that they had begun their work and subtly inquiring about the general process for obtaining a business license for the catering industry and the departments he might need to deal with. Shi Xiaona was very helpful, saying that although she wasn't entirely familiar with the specific procedures, she could ask a lawyer or assistant she knew and would call Qin Hao back later.
Sure enough, less than an hour later, Shi Xiaona called back and gave Qin Hao the contact information of a lawyer, saying that this lawyer had handled many company registrations and restaurant licenses and was quite familiar with the process. After thanking her, Qin Hao immediately contacted the lawyer surnamed Chen.
Under Attorney Chen's guidance, Qin Hao prepared the necessary documents and paid a HK$1,000 "expedited processing fee." In Hong Kong, money can be surprisingly efficient. The following afternoon, Qin Hao successfully obtained the registration certificate and related food and beverage operating license for "Burger King (Hong Kong) Limited." This speed was far superior to the process in mainland China, which required running around to various departments, getting numerous stamps, and often taking ten days to half a month.
Qin Hao couldn't help but acknowledge that Hong Kong, as a mature commercial city, does indeed have advantages in terms of administrative efficiency and the standardization of legal procedures.
Meanwhile, Zhao Yajing wasn't idle either. She practically traversed all the core business districts of Central, Admiralty, Wan Chai, and Causeway Bay, as well as the neighborhoods near several universities, carrying a small notebook and map, visiting real estate agencies one by one, and looking at street by street. Hong Kong's commercial property rental market is extremely active; good locations are incredibly scarce, and rents are shockingly high.
After several days, Zhao Yajing was so tired that her feet were almost blistered, but she had initially narrowed down the options to four shops that met her criteria. She excitedly ran back to the hotel and gave Qin Hao a detailed report on the four shops.
The first shop is located on a side street in Central, with an area of approximately 55 square meters. There are five Grade A office buildings nearby, and the area is densely populated with white-collar workers. However, the transfer fee is as high as HK$5,000, the monthly rent is HK$2,200, and the landlord requires a minimum three-year lease.
The second shop is in Wan Chai, near the MTR station, with huge foot traffic, and is 48 square meters. The transfer fee is HK$3,000, and the monthly rent is HK$1,800. The downside is that the competition in the nearby restaurants is extremely fierce, with more than a dozen tea restaurants and fast food outlets of all sizes.
The third shop is in Causeway Bay, near Times Square, a prime location, and 60 square meters in size. But the transfer fee is HK$8,000! The monthly rent is HK$2,500! This is far beyond their budget.
The fourth shop is located near Kowloon Tong, close to several secondary schools and a university, with an area of 52 square meters. The transfer fee is HK$3,000, and the monthly rent is HK$1,500. The advantages are the many schools nearby and a concentrated young customer base; the disadvantages are that the location is slightly out of the way, not in the most central business district, and the surrounding area is mainly residential, with relatively few working professionals.
After carefully listening to Zhao Yajing's introduction, Qin Hao personally conducted an on-site inspection of the surrounding areas of the four shops. Considering their existing funds, it was advisable to be cautious and open one shop first to test the waters, understand the specific reactions and operational details of the Hong Kong market, before considering rapid expansion.
So, of the four options, Qin Hao ultimately decided on the fourth location – the one near Kowloon Tong, close to a school. While the location wasn't ideal, the rent was relatively cheap (HK$1,500 per month), and the transfer fee (HK$3,000) was within an acceptable range. Moreover, the young customer base around the school was precisely the group Burger King could most easily penetrate and cultivate loyal customers for. The white-collar market was certainly large, but the competition was also the fiercest; initially, it was better to establish a foothold in a niche market.
With the store location selected, the next step was intensive preparation. Qin Hao was responsible for the store's interior design and employee recruitment and training. He continued the bright, simple, and slightly American-style decor of the Guangzhou store, but made minor adjustments to some details, such as adding more vibrant colors that appeal to young people in Hong Kong. After the recruitment advertisements were posted, many local young people applied. Qin Hao personally interviewed them and selected seven or eight young people who seemed bright, clean, and quick learners, and began a week-long intensive training program. The training content remained standardized product preparation processes, service etiquette, and hygiene standards.
Zhao Yajing was responsible for liaising with suppliers. With Mr. Shi's introduction, things went much more smoothly. She quickly contacted several reliable suppliers of chicken, bread dough, vegetables, seasonings, and packaging materials, negotiating with each one according to the standards Qin Hao had provided. In Hong Kong, with enough money, you can buy almost anything you want; of course, the prices are significantly higher than on the mainland, almost two to three times that of Guangzhou. While reluctantly signing the purchase contracts, Zhao Yajing secretly resolved to open the shop and recoup her costs.
Two weeks flew by in a flurry of activity. The shop renovation was complete, the equipment was installed and tested, and the staff training was basically satisfactory.
On the eve of the opening, Qin Hao planned a pre-opening event. He hired a group of part-time middle school students to distribute flyers with eye-catching slogans such as "Burger King Grand Opening! Buy one get one half price for the first three days!" along with the store address and a simple menu to office buildings, schools, and residential areas within a three-kilometer radius of the store.
On opening day, the weather was fine. The store entrance was decorated with flower baskets, and a lion dance troupe was hired to add to the festivities, with drums and gongs creating a lively atmosphere. The huge red silk signboard with the three characters "Burger King" was particularly eye-catching.
A long queue formed outside the store. Among the crowd were curious onlookers, drawn by the lion dance and the lively atmosphere; young students and housewives holding flyers, hoping to snag a bargain with the "buy one get one half price" offer; and white-collar workers from nearby office buildings, attracted by the aroma and wanting to try a new fast food option.
The place was bustling with people and filled with noise. But this was exactly what Qin Hao wanted. For brick-and-mortar stores, especially restaurants, the "popularity" in the first few days is crucial. Hong Kong people live a fast-paced life, but they also have a "herd mentality." If they see a queue, they often assume that the food there is good and popular. As long as the opening is a resounding success and generates word-of-mouth, the road ahead will be much easier.
"Old Qin, Ya Jing, congratulations!" Shi Xiaona and Fu Heming took time off work to come and support her, bringing a beautiful flower basket: "You guys are so fast! It's only been half a month and the store is already open, and business is booming!" Shi Xiaona looked at the customers queuing at the door and was genuinely happy for her friends.
Before Qin Hao could even exchange a few polite words, Zhao Yajing greeted him with a beaming smile, affectionately taking Shi Xiaona's arm: "Xiaona! Heming! You're here! Thank you so much for the flower basket! We were able to open this shop so quickly thanks to you and your father! If it weren't for you introducing me to suppliers, I'd probably still be wandering around the market like a headless fly! Come in and sit down, try our products from the Hong Kong store, and give us your feedback!"
Her words were both warm and appropriate, expressing gratitude while also building rapport, and subtly emphasizing the differences between "us" and "your father's" help, maintaining clear boundaries.
Shi Xiaona was touched by Zhao Yajing's enthusiasm and waved her hand with a smile: "Sister Yajing, you're too kind. I'm glad I can help you. Besides He Ming, the only other friends I have in Hong Kong are you guys from Beijing. It would be great if you could stay here a little longer and see each other more often."
There was a hint of loneliness in her voice. Having been in Hong Kong for less than two years, her Beijing accent seemed somewhat out of place. Coupled with her family background and personality, she didn't have many close friends, and some people even called her "Northern Girl" behind her back, a term with discriminatory connotations.
If it weren't for her father using his connections to get Fu Heming to come to Hong Kong with her to attend university and keep her company, she really wouldn't know how difficult those days would have been.
Of course, Shi's father's decision to allow Fu Heming to come along might have been partly due to his intention to make the obedient Fu Heming his second daughter-in-law.
Since they had classes in the afternoon, Shi Xiaona and Fu Heming sat in the store for a while, tried the hamburgers and fried chicken, praised them highly, chatted for a bit, and then said goodbye and went back to school.
That evening, in the dining room of the Shi family villa, Shi Xiaona casually mentioned the booming opening of Qin Hao's shop.
Upon hearing this, Shi Fangren, the father, paused in his chopsticks, a hint of surprise on his face: "Oh? You've opened so soon? How's business?"
"Business is booming, the queue stretches for several meters."
Shi Xiaojun was eating when he heard this and scoffed, saying dismissively, "What's the use of a booming opening? New stores only have a three-part hype period. Anyone can do some promotions and hire some people to make a show of things. Once the initial excitement fades and those cheapskate and spectacle-seekers leave, we'll see if it's a real success or just a gimmick. Western fast food? Humph, even foreigners haven't figured it out yet, what tricks can they possibly pull off?"
Hearing her second brother's prejudiced and pessimistic words, Shi Xiaona became indignant and put down her chopsticks: "Second brother! How can you say that? How can you be so sure that Lao Qin's shop will go out of business? I went to see it with my own eyes today. The customers are all students and office workers from the neighborhood. They don't seem to be hired shills! And I tried the food. It tastes really good, and the price is reasonable!"
Mr. Shi looked at his daughter and asked for confirmation, "Xiao Na, is their shop... really doing as well as you say? Or is it just a new opening and people are just joining the crowd?"
“Dad, it’s absolutely true!” Shi Xiaona nodded vigorously. “Anyway, I trust Lao Qin. He’s always done things prudently and systematically. Since he dared to open a business in Hong Kong, he must have his reasons! I think he can definitely establish himself in Hong Kong!”
She raised her chin and glanced at Shi Xiaojun with a hint of pride, as if Qin Hao's success also owed her some recognition.
Fu Heming sat next to Shi Xiaojun, silently eating her rice without uttering a sound. Caught between her best friend and her boyfriend, she couldn't say a word and could only remain silent.
Shi Xiaojun remained disdainful, too lazy to argue with his sister, and waved his hand: "Alright, alright, believe it if you want. Let's wait and see, and see in a month. If the business can still be maintained by then, then he'll have some ability."
Mr. Shi also felt that although his son's words were unpleasant to hear, they made some sense. There were many uncertainties surrounding the opening of a new store. He nodded and summarized, "You two siblings shouldn't argue anymore. Xiao Jun is right; doing business isn't about watching a day or two of excitement. Let's wait a month and see. If their store can still maintain good customer traffic and profits after a month, then it proves that Xiao Qin is indeed capable."
Although Shi Xiaona was unconvinced, her father had spoken, so she couldn't argue anymore. She could only secretly cheer for Qin Hao, hoping that he could prove her second brother wrong with facts.
However, neither Shi Xiaojun nor his father expected that what they would receive "a month later" would be news of Burger King's closure or its struggle to stay afloat, but rather the news that Burger King's third branch was about to open!
On the very day that the first Burger King in Kowloon Tong celebrated its one-month anniversary, Qin Hao made a bold decision: using the substantial profits and strong cash flow generated by the first store in that month as proof, he applied for a mortgage loan from a local Hong Kong bank. They successfully secured a loan of HK$500,000 using the expected revenue from the first store as collateral!
Adding the net profit from their first store that month, they suddenly had over HK$600,000 in working capital. Without the slightest hesitation, Qin Hao and Zhao Yajing immediately invested the money, quickly finalizing two new store locations in Central and Wan Chai, which they had previously scouted, and began the renovation and preparation for their second and third Burger King stores! The speed was astonishing.
When Shi Xiaona excitedly brought the news home, Shi Xiaojun was completely dumbfounded. He opened his mouth, wanting to retort that this might be a bluff or a blind expansion that would eventually lead to a broken capital chain. But seeing his sister's confident and proud expression, and his father's thoughtful look, he ultimately couldn't bring himself to say those harsh words.
After secretly observing the Burger King store in Kowloon Tong twice, Mr. Shi finally admitted his misjudgment in front of his family, a rare occurrence.
At the dinner table, Shi Fangren put down his wine glass and said with emotion, "It seems I've misjudged him too. This young Qin... is truly extraordinary. He has courage, boldness, solid business acumen, and a keen market sense. In just one month, he managed to leverage the performance of one store to secure a bank loan and rapidly expand... Many seasoned veterans who have been in the business world for years might not be able to do that. The younger generation is truly formidable!"
He looked at Shi Xiaona, his tone gentle yet earnest: "Xiaona, in the future, you can get to know Xiao Qin more and learn from him. Young people like him are capable and have a bright future. Having more friends like him will benefit you in the future. It'll give you more options."
"Yes! I know, Dad!" Shi Xiaona nodded vigorously, her face beaming with undisguised joy and pride. She glanced at her second brother, whose expression wasn't too pleasant, and felt incredibly pleased with herself.
Shi Xiaojun felt embarrassed and resentful after being publicly humiliated by his father. He stubbornly muttered something under his breath, his tone still carrying resentment and a hint of disdain: "What's so great about him... In the end, he's just a fast food vendor with a few branches... What kind of future can he have?"
"Hmph, that's still better than you. At least they're actually earning their own money."