I met my whole family through Baidu Tieba.

Upon hearing Shen Kang's words, Tao Yinchu immediately understood what President Shen meant.

"Mr. Shen, are you trying to pressure me into making a sale?"

"You could say that."

Tao Yinchu pondered for a moment after hearing Shen Kang's admission.

For someone like him who works in the supply chain, closing deals is something he's very skilled at: what Shen Kang wants to do now is send a message to Lidi—if you can't hold onto orders, then I'm done playing this game and I'm going to make some other money.

It's like going to a mall to buy clothes. The shopkeeper asks for 300, you say 30, and the shopkeeper refuses no matter what. After arguing for a long time, the shopkeeper is only willing to accept 100 as the lowest price, and can't go any lower. So you turn around and leave. The shopkeeper might chase after you and say, "Okay, okay, I'll sell it to you for 30."

Essentially, it's the same principle.

Of course, it's also possible that you've already reached the mall entrance, and the shopkeeper still hasn't caught up with you—that would be a failure. From their perspective, it would mean they've tried to retain you.

Such things are inherently subject to both success and failure.

Having worked in supply chain management for so many years, Tao Yinchu had used this tactic many times, with both successes and failures. Therefore, he was quite clear about the conditions for success and the factors that led to failure in this kind of thing.

Based on his analysis and current situation, the success rate of short selling is relatively low.

After a moment's hesitation, Tao Yinchu cautiously spoke up: "President Shen, I'm afraid that if we turn around and leave, they really won't chase after us."

On the other end of the phone, Shen Kang didn't deny it, but just nodded and said, "I understand. With our current sales situation, although it's excellent, Philip is still standing opposite us. They're not going to go to Philip, their biggest client, for something like this."

"But if the situation changes, things might turn around."

Tao Yinchu, listening on the other end of the phone, couldn't help but ask, "What turning point?"

Shen Kang then said, "For example, our supply is falling short of demand, and some people are even willing to pay a premium to buy it. It's like during the SARS outbreak in 2003, when everyone was scrambling to buy Banlangen (a traditional Chinese medicine). If this situation develops, Lao Tao, do you think Libian will loosen its grip?"

Tao Yinchu pondered for a moment and said, "Li Ding wouldn't dare to do anything to Philip, but if the situation you described, Mr. Shen, really arises, then it will be easier to negotiate with Li."

"I'm a veteran in the supply chain, and I know all too well the tricks these factories use. On the surface, they'll still be cooperating with Philips, treating him like a gold mine, and doing whatever he says. But behind the scenes, they'll have at least nine ways to squeeze out production capacity for us. Nine!"

When Tao Yinchu came to eastern Guangdong, he never intended to concede to them or sever cooperation with Philip; that would be pure fantasy. From the beginning, he was aiming for these "nine methods."

Unfortunately, under the current circumstances, the other party is not even willing to use these "nine methods".

After confirming Shen Kang's prediction, Tao Yinchu raised a crucial question: "If such a situation really exists, then naturally it's easy to handle. But the problem is, back in 03, Banlangen (Isatis root) could prevent SARS; it was a life-saving substance, so everyone was frantically buying it. But our electric toothbrushes weren't life-saving substances. People didn't use our electric toothbrushes; they just brushed their teeth with traditional toothbrushes."

Shen Kang retorted, "Who said that Banlangen (Isatis root) can prevent SARS?"

Tao Yinchu was taken aback. "Isn't that right? Back then, I used connections to snatch two boxes and hoarded them at home."

Shen Kang shook his head—even though Tao Yinchu on the other end of the phone couldn't see it—and said, "Old Tao, you're not as good as me at this kind of nonsense. The Center for Disease Control and Prevention has already said that there is no evidence that Banlangen (Isatis root) is effective in preventing SARS, and H has never used Banlangen as a drug to prevent or treat SARS. It can be said that from then until now, there has been no research or evidence to prove that Banlangen can prevent SARS."

Then, Shen Kang smiled and said, "But everyone still rushed to buy them. Even though some people had already seen the debunking of some rumors at the time, they still rushed to buy them."

Tao Yinchu remained silent for a while on the other end.

He recalled that back in 03, he had indeed asked someone to buy two cases of Banlangen (Isatis root). No one in his family actually bought it, but seeing his colleagues and neighbors buying it, and seeing it advertised on TV every day, he felt like he was losing out by buying some himself.

He didn't know if he finished those two boxes of Banlangen (a traditional Chinese medicine), but he remembered that he managed to grab them, which made him feel quite at ease.

"You mean, our electric toothbrushes don't need to be anything amazing; as long as there are people scrambling for them, others will follow suit?"

Shen Kang said, "That's right. Whether Banlangen (Isatis root) can prevent SARS is not important; what's important is that everyone is aware of the need for prevention."

"The same goes for electric toothbrushes now. Ours is over a hundred dollars cheaper than Philips, that's true, and it does clean better than a hand brush, that's also true, but these facts aren't enough to make people feel obligated to buy it. What truly makes people feel obligated to buy it is 'everyone else is buying it'..."

Tao Yinchu became engrossed in listening.

He works in supply chain management and doesn't know much about marketing, but what Mr. Shen is saying now makes a lot of sense to him.

However, there is still a problem.

"How exactly should we do it?" Tao Yinchu couldn't help but ask after listening to Shen Kang's words.

Shen Kang smiled and said, "That's what I'll be doing next. We'll have a clear division of labor: you fight on the front lines, and I'll provide support from the rear. Let's work together and see if we can win this battle."

Upon hearing this, Tao Yinchu didn't ask any further questions, but seized every opportunity to flatter him: "President Shen, I feel like I'm Huo Qubing now, venturing deep into the northern deserts and sealing the wolf's lair, while you are Emperor Wu of Han, providing me with a continuous and powerful support from the rear. You and I, ruler and subject, I believe we can definitely succeed! Of course, President Shen, you are much better than Emperor Wu of Han. Emperor Wu of Han was still confused in his later years, while President Shen, you have taken one step at a time, steadily and surely. I often think, if you had debuted ten years earlier, the entire national housekeeping and small appliance market would belong to you now, what would Philips have to do with it? I, Old Tao, am also one of your junior generals, President Shen. Wherever you point, I will go, without hesitation..."

Successful people all start small. Tao Yinchu often encouraged himself with this idea and did just that.

Shen Kang also found it pleasant to hear, but he corrected a minor oversight in Tao Yinchu's words: "Huo Qubing died at the age of twenty-four, which is unlucky, unlucky."

"Then I'll be Wei Qing!"

Shen Kang thought to himself, although no one knows exactly how old Wei Qing died, the general consensus is that he died in his forties. Old Tao, you're already over forty; that's still unlucky.

However, he didn't dampen Tao Yinchu's spirits and said directly, "Alright, then you be Wei Qing, and I'll be Emperor Wu of Han. We'll be ruler and minister, working together..."

After the two discussed their grand plans for a while, Shen Kang hung up the phone.

Then, facing the computer, I opened a document and began to write down and organize what was in my mind, constantly deleting and revising as I wrote.

After finishing writing it and reading it twice, Shen Kang nodded, feeling it was about right.

I have to thank Lei Jun for writing this marketing plan so quickly.

What Shen Kang is trying to do now is scarcity marketing, and scarcity marketing already exists in China, but it is scattered and not systematic.

The first time that China's hunger marketing strategy became systematic and well-known was during Lei Jun's first entrepreneurial venture in his middle age.

Because of his fame, Shen Kang had some knowledge of the situation and remembered how Lei Jiaozhu fought that battle. Now he simply copied some of the details, which is why he was able to finish it so quickly.

Then, Shen Kang opened his browser and logged into Anjia Housekeeping's website.

As you can see, Anjia Home Services' webpage has become more comprehensive. In addition to Anjia Local Community, a new section called Anjia Hutong has been added.

Anjia Hutong is also a forum for Anjia users, but it differs from Anjia Tongcheng Hui in its positioning and has more lenient membership requirements. Anyone who has purchased housekeeping services from Anjia once can join.

To put it simply, if we use the concept of online novels as an analogy, Anjia Tongcheng Hui is the "celestial realm," while Anjia Hutong is the "mortal world."

This concept wasn't something Shen Kang came up with on a whim; it was something he already had when he planned to create Anjia Tongcheng Hui (Anjia Local Community Hub).

The inspiration came from Sam.

Why did Sam's Club, which entered China many years ago, remain lukewarm with only a few stores, but suddenly become incredibly popular?

Many people are only focused on their new president and his strange move of "increasing membership prices instead of lowering them".

However, the real reason lies in something that seems completely unrelated—the sweet potato.

Looking at the timeline, it can be seen that when Sam became popular, it was also the period when Xiaohongshu was developing rapidly.

Without Xiaohongshu (Little Red Book), Sam's Club would have been doomed simply by raising membership prices. But it was precisely because of the opportune timing and the emergence of Xiaohongshu that they were able to survive.

Xiaohongshu's users are mainly young women, concentrated in cities, with a certain level of spending power, and who like to share their lives.

Their content logic differs from Weibo and Douyin. Weibo is about observing, Douyin is about performing, and Xiaohongshu is about "sharing the good things I've discovered." This sharing carries a sense of superiority, like "I discovered it first," but it's not about showing off; rather, it's about the sincerity of "I'm helping you avoid pitfalls" and "I've tried it for you." Therefore, the persona on Xiaohongshu isn't "I'm rich," but rather "I know how to buy."

Sam's Club products fit this logic: large packaging, seemingly expensive per unit, but actually cost-effective in the long run; membership system, with an entry barrier, but not too high; distinctive products, such as roast chicken, mochi, beef rolls, and Swiss rolls, look good in photos and generate buzz when you eat them.

The key point is that these things aren't necessarily available elsewhere. A large proportion of Sam's Club's products are private label items that can't be bought elsewhere, giving sharers a reason for "exclusivity."

As a result, a lot of content like this appeared on Xiaohongshu: "Sam's Club Must-Buy List", "Sam's Club Mistakes", "Sam's Club Alternatives", "Is Sam's Club Membership Card Worth It?"

The people posting are members themselves, and they are sharing the sense of superiority that comes with their membership status.

The people reading the posts are non-members, and after reading them, they will have two kinds of thoughts: one is that it's good, and the other is "Should I also get a membership?" Good thoughts turn into action, action turns into membership, and members become new posters, and the cycle begins.

Sam's customers are doing marketing for it themselves.

Without Xiaohongshu (Little Red Book), Sam's Club's reputation could only spread by word of mouth among members, which was inefficient and had a narrow reach. With Xiaohongshu, a member's post can reach hundreds of thousands of people. A "Must-Buy at Sam's Club" tag can create the same impulse in people in dozens of cities at the same time.

In Anjia, Anjia Tongcheng Hui is like "Sam's Club," while Anjia Hutong is like "Little Sweet Potato."

No matter how good the content in Anjia Local Community is, non-local users of Anjia cannot see it and will be confused.

However, with the establishment of Anjia Hutong, which has a low barrier to entry, users outside of Anjia's local community now have their own forum.

User accounts on Anjia Hutong can only be used within Anjia Hutong and cannot access Anjia Tongcheng Hui—their "cultivation" is insufficient to ascend to immortality.

Users of Anjia Tongchenghui can directly use Anjia Hutong in their accounts, "descending to earth".

Furthermore, after these "celestial beings descend to earth," their accounts will be specially marked to indicate that they are distinguished Anjia Tongcheng Hui users.

Originally, the users of Anjia Tongcheng Hui felt a little uncomfortable when they saw Anjia Hutong launched. They felt that they had worked hard to obtain the qualification to join Anjia Tongcheng Hui, but now Anjia has created a new one with a lower threshold and seemingly similar functions. So, wasn't it a waste of my hard work to join Anjia Tongcheng Hui?

However, after these users read the private messages sent by the official backend and "descended to earth" again, their thoughts changed instantly.

They were wrong. Anjia Hutong is great.

They usually enjoy using Anjia Tongcheng Hui (安家同城会) and can make many high-quality friends of similar or even higher levels, but the problem lies precisely in this "high quality".

In this city-wide community, everyone is an "immortal." In the realm of immortals, who is a mortal? There are no mortals.

Without mortals, immortals would be worthless.

They were talking in the local community forum, chatting with another member next to them. Both of them seemed like paragons of virtue, neither needing to envy the other, neither needing to look up to the other. That sense of superiority was trapped inside, unable to find an outlet.

But now there is Anjia Hutong.

Anjia Hutong is full of ordinary people. Those ordinary users who can't join the local community because they don't meet the requirements or have enough spending power are all in the hutong.

When they post or reply to a post, there are often many replies. Some ask them what they usually talk about in the local community forum, some ask how much they spent to get in, and others ask them all sorts of questions.

Anjia's users are all people of a certain status, and no one would openly say something like, "Wow, the big shots at Anjia Local Community!"

But their envy was impossible to hide in their replies.

Many members of these Anjia Tongcheng Hui communities have also realized that their membership status has become something that can be seen and envied by others.

The sense of superiority that was once kept inside the local community and had nowhere to be shown off suddenly found an outlet in Anjia Hutong.