Many years ago, for a while, Lao Xu often went to Beijing Tongrentang Co.Ltd(600085) traditional Chinese medicine hospital to see a doctor.
After seeing the doctor, when waiting for medicine in the hall on the first floor, Lao Xu always had to drink a cup of “substitute tea” made by the hospital. Two large tea buckets (the one with a small faucet) containing “substitute tea drinks” are placed behind the information desk at the door, which can be taken by those who need it. The “tea substitute” in the two barrels is different. Each barrel is labeled with a clear indication of the drug composition and efficacy. In different seasons, the “substitute tea” is also different – it can dispel the heat in summer, warm up in winter and reduce dryness in spring and autumn.
To be honest, “substitute tea” tastes very good. It tastes like this. There must be emotional factors behind it. After all, hospitals that can provide “substitute tea drinks” for free should be unique in Beijing (perhaps the expression of “unique” as “few” will be more rigorous?). The patient or the patient’s family members receive a cup of “substitute tea”, hold it in their hands, drink it slowly and wait slowly, which can not only relieve thirst, but also dispel worries. It is safe and stable. There is often the smell of tea room in the hospital hall.
Many people who come here often bring their own water cups, get water and drink by familiar means, and run to the tea bucket to receive the water before going upstairs to see a doctor when entering the gate. Their appearance is the same as that at home; If you don’t bring a water cup, go to the information desk and get yourself a paper cup. If you happen to run out of paper cups, you can ask the little nurse next to you directly. The nurses are very gentle in attitude and language. When taking the medicine and leaving, many people will refill the cup with water and drink it on the road. They don’t know whether they really need the saliva or whether they have “psychological dependence” on the saliva.
I haven’t seen a doctor in Beijing Tongrentang Co.Ltd(600085) traditional Chinese medicine hospital for many years, and I don’t know whether there is still a “substitute tea drink” that is delicious, free and relied on by many people. This cup of “substitute tea drink” is obviously a “value-added service” provided by Beijing Tongrentang Co.Ltd(600085) traditional Chinese medicine hospital for patients and their families. Although it is difficult to tell whether those seasonal “substitute tea drinks” are really symptomatic and effective for a while, what can be said is that the mood and mental state of tea drinkers will be comforted and moistened by this cup of tea. They will be in a good mood and not anxious, which is also beneficial to treatment.
After years of persistence, Beijing Tongrentang Co.Ltd(600085) traditional Chinese medicine hospital should pay no small cost for this cup of “substitute tea”. However, if the account must be calculated according to the market principle, the corresponding income caused by this “value-added service” should also be considerable. Let alone other sub accounts, at least it is a great bonus to the brand reputation. But for all those who have drunk this cup of tea, I’m afraid no one believes that this will be a “business experience” planned and calculated – because this “substitute tea drink” doesn’t look, drink or taste like.
People can often see and feel the “value-added services” planned and calculated. The instinctive style of service providers will expose all their thoughts. However, it doesn’t matter as long as it doesn’t violate laws and regulations, or make people feel disgusted because they feel too “chicken thief”. After all, under market conditions, input and output should be matched. It is a good habit to calculate accounts and sub accounts in many times; Especially when such operation has become the mainstream, we are used to it. If it is not as good as this operation, we feel abnormal.
The biggest difference between the two modes of operation of value-added services is that they have different views on “return”: one is “moistening things silently”, which does not care about whether there is a return and the size of the return. They not only have no requirements for short-term return, but also have no goal for long-term return. The other is more clear and heavy on returns. It pursues immediate returns and returns that are enough to match (or even far greater than) expenses. The purpose of winning immediate benefits is very clear.
It seems that it is difficult to judge the two operation paths by their quality and advantages. For those served, even if the hospital does not provide free “substitute tea”, they have to go to the doctor when they should go to see a doctor; After all, seeing a doctor is just a need, “substitute tea” is the icing on the cake. Many times, as long as the just need can be met, it doesn’t matter whether there is a icing on the cake or not. From this point of view, things are more interesting. It seems that “substitute tea” has some “postmodern flavor”, which is a little too advanced and a little like people’s new pursuit just after being fully satisfied in the future. With this feeling, the future path of “substitute tea” will be clearer.
(the author is a reporter of Securities Times)
