Chapter 107: Guiding Consumption

Seeing everyone smiling joyfully, Yang Cheng also laughed and said, “Look at all of you, laughing so heartily—you must have made quite a profit. Someone, pour the wine! Let’s raise a glass and celebrate first.”

The bosses all echoed, “Good!”

Immediately, several servants stepped forward, picked up exquisite wine bottles, and skillfully uncorked them. A rich aroma of wine quickly filled the air. Many couldn’t help but take a deep sniff.

Once everyone’s glasses were filled, Yang Cheng raised his cup high and proclaimed loudly, “Gentlemen, let us toast to this year’s harvest. Drink up!” With that, he drained his cup in one go.

“Cheers!” “Cheers!” The voices of over two hundred people rose in a chorus.

The more attentive ones sniffed the wine, glanced at their cups, and carefully sipped a small taste. The impatient ones shouted “Cheers!” without even looking and drank it all at once, which immediately set off a series of harsh coughing fits.

Old Le was delighted, clapping his hands and laughing heartily. He was thrilled to see others struggle as he once did—and not just one or two, but many. It was quite a spectacle.

Those nearby shot him a glance, chiding him for not giving a warning.

Many shouted, “Excellent wine!” “Exhilarating!”

Yang Cheng said, “Gentlemen, this is the new white liquor brewed by the Yang family. Please savor it slowly—if you get drunk, you won’t be able to enjoy the delicacies.”

He then pointed to the dishes on the table and introduced them: “This copper pot in the center, I call it a ‘hotpot.’ Inside there’s charcoal fire heating the broth constantly. You can cook meat or vegetables directly in it—it's a perfect winter delicacy. Watch me demonstrate.”

He picked up a thin slice of frozen meat, placed it in the hotpot to cook, took it out, dipped it into a prepared sauce bowl, and then ate it.

“Gulp.” Several people couldn’t help but swallow their saliva. Everyone around watched intently, and even those in the distance stood on chairs, stretching their necks to catch a glimpse. Not a single person was eager to pick up their chopsticks yet.

The nearby servants couldn’t help but chuckle. It was cold outside, and lately everyone in the Yang household had been enjoying hotpot daily, eating with great satisfaction.

After Yang Cheng’s demonstration, the guests couldn’t resist trying it themselves. Some picked vegetables, others meat slices, dipping them into the pot, then into sauces, savoring the delicious flavors and praising heartily.

Yang Cheng continued introducing the dishes: braised beast’s trotters, stir-fried beast liver, steamed river fish, marinated beast’s head... over a dozen dishes filled each table. The guests began drinking and feasting with great delight.

After several rounds of wine, everyone felt quite exhilarated. A sharp-witted man spoke up loudly, “Young Master Yang, these dishes are incredibly delicious. If the chefs in the taverns could cook like this, business would surely boom. May I ask if you plan to open a restaurant this time?”

Yang Cheng replied, “Anyone here today, without exception, starting tomorrow you may send your chefs to my place, where the Yang family kitchen will teach them the techniques.”

The crowd burst into astonishment. Such superb culinary skills and an abundance of delicious dishes—if the Yang family opened their own tavern, business would be booming. To just hand it over like this seemed unwise.

“May I ask, Young Master Yang, how will you charge for the lessons?” someone asked bluntly; curiosity filled the room.

Yang Cheng smiled, “Not a single cent.”

“Ah!”

“This...” The crowd was stunned. Yang Cheng’s generosity was grand, and he spoke so casually. But for these tavern owners, this could mean huge future profits. They thought, if the Yang family opened their own establishment, it would be packed, making a fortune daily. To give away such techniques for free seemed a wasted opportunity.

At the table of Master Le Yin were mostly members of the Merchants’ Association, many not running taverns themselves but knowledgeable enough to understand the value. They exchanged glances—some admired Yang Cheng’s generosity, others shook their heads, thinking it unwise to give away such extraordinary skills so freely.

One man stood and said, “Young Master Yang, your generosity and spirit command our great respect and gratitude. But we don’t understand the reasoning behind this. If, as you said before, our businesses benefit mutually, we would already consider you a friend and be endlessly thankful. To receive your kindness again leaves us uneasy.”

“Yes, repeatedly accepting your favor without charge, we feel unworthy,” another chimed in, with others joining the discussion. While they coveted these culinary skills, they were willing to pay something for them.

Yang Cheng had his own considerations. Some things were not complicated and could be easily imitated. With intent, one could quickly discern the flavors and even innovate.

If he wanted to use this knowledge to open taverns for quick profit, he would likely need dozens of establishments. Moreover, personnel, management, and time accumulation would demand great effort, alongside constant vigilance against competitors, shrinking profits considerably. It was better to play the role of a facilitator, cultivating consumption habits citywide. The larger the tavern traffic, the greater the recognition and consumption of his white liquor.

Yet when speaking to others, such words had to be both sincere and pleasing.

Seeing the time was ripe, he pressed his hands down lightly, and the crowd quieted. “Gentlemen, I, Yang Cheng, am fond of making friends. If I can bring you some profit, that is my honor. Does anyone here remember what I said at the beginning about ‘consumption habits’?”

Everyone tried to recall. Old Zhu stood and said, “Young Brother Yang, your words are etched in my heart.”

He was naturally in on the plan, ready to pick up the thread. He spoke confidently, “At first, Young Brother Yang analyzed our business situation for us. Our tavern trades mainly rely on travelers lodging and resting for tea, with minimal profit. Why? Because the food and drinks are simple fare, not much different from home life. Why would neighbors spend money at taverns? If they don’t come, how do we earn?”

Everyone nodded. Even those not in the tavern trade in the Merchants’ Association could understand this well.

Old Zhu continued, “Later, after joining forces with Young Brother Yang and offering those dishes, we gradually attracted local residents. Many even developed habits of coming for breakfast or late-night snacks. Some didn’t come in but bought takeout, revitalizing our business and bringing a steady stream of customers. This must be what Young Brother Yang meant by ‘consumption habits,’ right?”

Many suddenly understood and nodded, praising, “Young Master Yang’s strategies are truly brilliant—deeply admirable!”

Yang Cheng nodded, “Old Zhu is right. Once consumption habits form, tavern business will only grow better. Today, I hand these techniques to everyone. Think about it: won’t the number of diners increase? To enjoy delicious food, they must come to taverns. Hosting guests, meeting friends, celebrating or mourning—how can home dining compare to the comfort of a tavern? We further guide more customers to develop the habit of dining out. This is guiding consumption. When that time comes, you may find yourselves working late into the night without rest.”

“Guiding consumption?”

“Brilliant! Brilliant!” With Old Zhu’s earlier explanation, the meaning became clear.

“Indeed, Young Master Yang, your words are most true.” Everyone was delighted, envisioning the bright future of their taverns as described by Yang Cheng.

Yang Cheng said, “For all of you, business will only flourish more—better days lie ahead!”