Although business was brisk at Xiang Heng during their earlier years, the niche Guo Da Li (过大礼) market has become far more competitive in recent times. Other businesses have begun offering one-stop Guo Da Li packages as well, with several of them operating in the same shopping complex as Xiang Heng. A few others have brought their traditional Chinese wedding business to various heartland malls, making it even more convenient for young couples to get items for their Guo Da Li. Prevailing wedding customs have also changed over the years; as tastes evolve and modern couples favour simpler ceremonies, fewer and fewer traditional wedding practices are seen as mandatory, resulting in a decrease in Guo Da Li observance. This has caused the demand for Guo Da Li items to shrink, and – coupled with an increasing number of competitors in this small industry – forced a race to the bottom, with some of the product margins becoming razor-thin.

All these factors have made Xiang Heng’s trade far more challenging than it used to be, and Max is well aware that a modern approach is required for Xiang Heng to adapt. Their new website has enabled Xiang Heng to connect better with the younger demographic, and thus reach prospective customers more easily. They have also extended their public outreach by appearing in video and newspaper interviews to share their stories and experience, so as to bring more visibility to the Guo Da Li practice as a whole and increase interest in these traditional customs. These are just the first steps on Xiang Heng’s journey of rejuvenation, and Max has greater ambitions to ensure that his family’s legacy is preserved. He understands that Xiang Heng cannot survive on their products alone, and believes that they must reinvent themselves to make the Guo Da Li shopping experience a more unique and memorable affair for their customers.

With decades of experience under their belt, Xiang Heng is highly proficient in advising on the most detailed and nuanced aspects of Guo Da Li customs, such as the distinctions in how different dialect groups observe Guo Da Li. They can therefore guide customers accordingly, which is especially helpful given that the meaning of many traditional practices have begun to fade over time. Indeed, the recent preference for less elaborate weddings has led many confused couples to Xiang Heng, all armed with numerous questions about the Guo Da Li ceremony. For them, Max seasons his advice with a more flexible approach, because he understands that these couples have their own challenges to face when it comes to organising a modern wedding. His versatility is well-received by these couples, making him their preferred representative to speak to when they want advice about making practical adjustments to their nuptials.

On the other hand, when couples visit the shop with their parents in tow, they often prefer to approach Iris instead. Max explains that such customers tend to prefer the full traditional experience, and they believe that his mother would be more suited to advise given her seniority. Even in this day and age, Max knows that some customers consider his presence in Xiang Heng unusual – some customers raise their eyebrows when they first meet him because the wedding industry tends to be largely made up of women. But Max’s years spent in the shop, coupled with his sensitivity towards the preferences of his customers, soon convince the naysayers that he knows the traditions just as well as his mother does. By working together, the mother-and-son duo cover a wide spectrum of preferences for customers from all walks of life. Max believes that this personalised service is one of Xiang Heng’s strengths, and wants to harness this advantage in order to grow further.