TATSD Chapter 118

Franchising has both advantages and disadvantages; that much is certain.

In his previous life, Ji Wei had seen many big brands use their reputation to attract a large number of franchisees, charging exorbitant franchise fees but failing to support their stores. This often led to businesses collapsing due to various issues while the brand reaped profits from the initial fees—a predatory model of exploitation.

However, in this era, the concept of franchising was Ji Wei’s creation. He had no intention of pursuing a short-term strategy that profited once and left others to fail. If the franchise model could be developed successfully, he could focus on training production teams while continuously earning franchise fees and spreading Western pastries to a wider audience—a win-win scenario.

Ji Wei explained all these benefits to Master Zhang in detail. Anyone with business acumen could see the potential. Master Zhang, a seasoned entrepreneur, naturally agreed.

Still, he found it curious that someone as young as Ji Wei could come up with so many innovative ideas. As an older man who had never dared to imagine such things, he couldn’t help but feel a bit ashamed.

Moreover, his son, Zhang Mingyuan, was inclined toward a political career and had no interest in commerce. Master Zhang, unwilling to let his life’s work go to waste, began seriously considering whether to adopt Ji Wei as an heir to manage the Zhang family business.

The more he thought about it, the more appealing the idea became. But since he was still in good health, he decided to observe Ji Wei’s abilities further.

After recognizing Ji Wei’s talent for business, Master Zhang gradually delegated responsibilities to him. For smaller decisions, Ji Wei was authorized to act independently without prior consultation.

Master Zhang informed the shopkeepers during one of his monthly inspections, using his declining health as an excuse. He instructed them to report to Ji Wei instead, allowing him to handle accounts and manage staff.

This shift was significant. In the past, Master Zhang either personally visited the shops or summoned the managers to his residence when unwell. That he now entrusted Ji Wei with these duties signaled a major change.

The Zhang family wasn’t the only one to notice. News of this decision quickly spread.

Once the franchise plan was approved, Ji Wei drafted contracts in duplicate, bearing the seals of the Zhang, Ji, and Lin families. He even enlisted the local magistrate, Lu Zhanhong, to notarize the agreement and affix the county seal for added credibility.

As the magistrate overseeing several nearby towns, Lu Zhanhong’s endorsement ensured no one would dare tamper with the contract. Ji Wei felt reassured.

After signing the agreement, Lin Yaozu decided to temporarily close one of his shops in Daxi Town to trial the franchise model. He chose the shop in the best location, despite doubts from some about the decision. But Lin knew that great rewards required risk.

The franchise fee wasn’t cheap—100 taels of silver per shop. Even though Lin had been in business for over a decade, he didn’t make that much in a year. Only someone with true determination would invest such an amount.

Lin Yaozu’s ability to build his business from nothing stemmed from his vision and perseverance. Whether this decision would pay off remained to be seen.

After paying the fee, Ji Wei took full responsibility. The franchise package included store renovations, ensuring uniform décor according to his standards.

Franchise requirements extended beyond the name and signage to include consistent interior design, packaging, and uniforms. This unified branding would enhance customer loyalty and make the brand memorable.

Fortunately, all these services were covered by the franchise fee, sparing Lin from additional expenses.

After signing the contract, Ji Wei hired artists, embroiderers, and craftsmen to create a cohesive design for the store’s interior, packaging, and uniforms. The design process required several revisions before they finalized a unified style.

Next came hiring workers to renovate Lin’s shop. Simultaneously, Ji Wei sent blueprints to an old acquaintance at Qingcheng Printing to produce custom packaging.

The uniforms were the easiest part.

The brand’s colors were deep red and gold. The dark red rarely used for everyday wear, made the uniforms unique, while the gold-embroidered logo added a striking touch.

For two weeks, the shop underwent renovations. The commotion stirred interest among Daxi Town’s business community. Not only was Lin Yaozu’s shop undergoing changes, but the Zhang family’s recently opened Yong’an Street store also temporarily closed for renovations.

By the end of the renovations, the two shops looked strikingly similar in signage, layout, and color scheme, differing only in size. Even those unaware of the backstory could tell that some kind of partnership had been formed.

Though Lin initially worried about competition, Ji Wei reassured him. Few would spend 100 taels so easily, and there were still opportunities for smaller shops to thrive.

When Lin’s shop reopened, Ji Wei was invited to cut the ribbon. The occasion gave Ji Wei a chance to spend two more days with Liu Yimian before returning to Changliu Town to shoulder the responsibilities Master Zhang had begun delegating to him.

Every day, Ji Wei reviewed the Zhang family’s extensive account books to understand the operations of their many businesses. Meanwhile, Lin’s shop thrived after its transformation, far surpassing its competitors. This success attracted other shopkeepers eager to discuss franchising opportunities.

The majority of those who came—seven or eight out of ten—turned pale at the mention of the steep franchise fee and left without a word. Only about 20–30% stayed to hear Ji Wei explain his plan.

For those genuinely interested, the process involved more than just listening. Ji Wei would take them to see the physical stores, observe the business operations, hear customer feedback, and sample the products. Afterward, they’d have time to reflect before making a decision.

Even after this thorough process, fewer than 10% of potential partners ended up signing a contract.

Though the results weren’t as ideal as he’d hoped, Ji Wei knew this meticulous approach was indispensable.

As his business expanded and demand for supplies increased, the initial production space quickly became insufficient. Ji Wei rented an additional building nearby and launched a public recruitment drive, targeting young, unmarried men with honest and dependable characters. They signed contracts as live-in apprentices with meals and lodging provided. Those who advanced from apprentice to regular employee became core members of Ji Wei’s team, with the prospect of even becoming store managers in the future.

In record time, Ji Wei became one of the most sought-after individuals in Changliu Town. But being the center of attention came with a price—he was busier than ever, constantly on the move.

Amid his packed schedule, Ji Wei still carved out time for personal matters. As he once told Liu Yimian:

“Even if I’m not there, I’ll make sure you know I think about you every single day.”

For Ji Wei, the most romantic gesture he could imagine was sending his thoughts through the desserts he crafted, each one infused with his longing.

“I happened to pass by, so I brought this along. Hurry up and open it. Let me see what’s inside,” You Yuan said, placing a small box on Liu Yimian’s desk as he pulled up a chair, grinning mischievously.

No one could pinpoint exactly when it began, but Liu Yimian had started receiving a beautifully ribboned box of desserts every day.

At first, this sparked some gossip among envious classmates. But as time went on, the consistent delivery of delicacies, rain or shine, from another town, silenced all critics. The desserts didn’t just win their hearts—they won their taste buds.

Liu Yimian, generous by nature, often shared the treats with his peers. Over time, everyone began eagerly anticipating the daily surprise at the same hour.

“What’s it going to be today?”

Only Ji Wei knew the answer.

Liu Yimian untied the ribbon, opening the box as a slip of paper fluttered to the floor. He bent down to pick it up, finding a line of curved characters alongside delicate handwriting:

My Tiramisu boy, would u take me away?
“My beloved boy, will you take me with you?”

Someone reached out, curious to see the note, but Liu Yimian quickly hid it behind his back. When a classmate teased that it must be a love message, his cheeks flushed red as he clutched the note to his chest, determinedly turning his attention to the box.

Inside was a small, square cake.

Its top was dusted with dark cocoa powder, a heart-shaped design traced in cream. Layers of sponge cake, soaked in liquor, alternated with rich cream, exuding sweetness reminiscent of a crisp autumn afternoon.

The others urged Liu Yimian to share, but he hesitated, feeling an inexplicable possessiveness over the exquisite dessert. The warmth in his chest emboldened him in ways that surprised even himself.

It wasn’t until he caught You Yuan’s astonished expression that Liu Yimian realized he had spoken out loud.

“Now I’m curious about what was written on that note,” You Yuan mused, chuckling. “You’re lucky it’s us here and not Lin Tai. He wouldn’t let you off so easily.”

“Exactly! I’m almost jealous,” another round-faced classmate sighed wistfully. “I’ll be seventeen after the new year. Should I start looking for a wife?”

“Even if you find one, she might not be able to whip up something new every day like this!”

“True, but at least someone would care about you. Unlike us—” You Yuan drawled, deliberately stretching his words.

Liu Yimian’s cheeks grew redder, but he resolutely closed the box, cradled it, and mumbled an excuse before fleeing in embarrassment.

“Look at him go! Like we were going to steal it or something.”

“Can’t blame him. I kind of want a taste now too.”

“Thinking about settling down already…”

The round-faced boy rested his chin on his arms, gazing dreamily into the distance, a soft, wistful expression on his face—until You Yuan slapped him on the back.

“Stop daydreaming. Get up and eat!”

The boy scowled, reluctantly getting up. “You’re so unromantic. No wonder you’re eighteen and still a—”

Before he could finish, You Yuan grabbed him by the neck, dragging him off with a grin full of mock menace.