Chapter 20 marketing

1979 is the 30th anniversary of the founding of the People's Republic of China, and the initial horn of reform has already been sounded.Some industries have gradually emerged from their slumber, while others, such as advertising, have grown rapidly.Prices began to loosen, and the world paid more attention to this ancient country in the east that was changing.The major of marketing has quietly entered the university classroom. After the Spring Festival in 1979, He Yongqi began to teach marketing courses among senior students majoring in business economics at Sun Yat-sen University, and "Marketing" written by Taiwanese scholars Wang Desheng and Jiang Xianxin was listed as a textbook.Many years later, He Yongqi recalled, "When I went to Zhaoqing in 1979, the State Economic Commission opened a training course for factory directors and managers there, and I taught marketing there. Those factory directors and managers were very interested after hearing it. Almost every group Said: 'Learning this thing is really useful'." In the autumn of 1979, Jinan University officially opened a marketing course.

This year, Professor Mei Ruhe, who had studied at the Wharton Graduate School in the United States, also began to recruit marketing graduate students at the Shanghai Institute of Finance and Economics. This is the first generation of socialist China's first generation of marketing graduate students trained by himself.On the website of Shanghai University of Finance and Economics, there is also the text that they are "the first university in China to recruit graduate students in marketing".Renmin University of China also claimed that it was the first university in China to set up an undergraduate major in marketing, and it also started offering marketing management courses this year.

However, these marketing majors in China have not cultivated many useful practical talents for the Chinese market. The real marketing knowledge and skills in China have to be brought in by joint ventures and foreign-funded enterprises, or taught to Chinese enterprises. In any case, the once permafrost of the Chinese market has begun to recover, and the service industry that can most directly feel the recovery of the economy is the service industry.Foreigners are visiting China more and more and have written a lot of their own experiences. "Farewell, Lan Lan".The largest Ueno Zoo in Tokyo, Japan, on September 20, 1979, little girls, housewives, diplomats and others flocked here this afternoon to participate in the annual commemoration of animals that died in the zoo in the past year memorial service.There have been a lot of people this year, including officials from the Chinese embassy.The sudden death of Lan Lan, a female giant panda gifted to Japan by China, made the memorial service special.

This year's Sino-Japanese relations seem to be in a honeymoon period.The first secretary of the Chinese embassy who came to pay tribute to Lan Lan read out a message of condolence from the person in charge of the Beijing Zoo. Such a message of condolence was also sent by the Japanese Chief Cabinet Secretary Rokusuke Tanaka: "She passed away unfortunately, but she left a deep impression on the friendship between Japan and China. die after the contribution of the impression." It seems that there are also a lot of Japanese who came to China for "China-Japan friendship" this year.Yoshio Kofune was one of them. These Japanese felt China at that time from a Japanese perspective, and the hotel industry began to slowly transform into a market from this time on.But foreigners like Kofune Yoshio came to China and could only stay in hotels specially for "foreign guests". This tradition will continue for many years.

China has noticed the importance of well-managed tourism and restaurants, but there are still many obstacles.Not so long ago, other revolutionary ideas were still instilled in the service industry. "We don't serve people!" "We don't serve the bourgeoisie!" "Let the bourgeois gentlemen and ladies work themselves!" But now, China's hotel service industry is trying its best to eliminate the bad influence of these slogans. At that time, Chinese people rarely had amiable smiles, at least in the hotel service industry.Yoshio Xiaochuan unexpectedly met a young waitress in Beijing who loved to smile at customers. In Xiaochuan's view, this kind of smile was natural and brought a kind of kindness to him who came from afar. feel.But when the boat returned to Beijing again from other places, the young waitress was surrounded by a 40-year-old aunt who was inseparable from her.For some reason, this aunt always looks unhappy.Xiao Chuan obviously didn't like this person very much, and even described her as "as if someone owed her something, and she spoke in a rough voice".One of the aunt's most frequent phrases was "be serious", so that the smile of the young waitress could never be seen again.

The waiters in various hotels and restaurants in Beijing and Tianjin, including some international clubs, also have a "strange" problem at this time, that is, they like to chat together or comment on customers. Of course, this is not during off-duty hours.Customers sometimes shout "Comrade" to call them, but they seem to be hard to hear.What's more interesting is that they like to turn their backs to customers, or stand behind customers when they eat.When Yoshio Kofune visited Shanghai, he even felt he was "surrounded" by these waiters.Xiao Chuan angrily published an article on Hong Kong's "Seventies" and put forward a lot of suggestions for improvement. These suggestions are just some basic common sense in the service industry in our eyes, but at that time, it may be difficult to improve. Many years to wait.

Unlike the hotel service industry in most developed countries at that time, many of the waiters in China were uncles and aunts, and there were even pregnant women.This makes tourists from abroad very uncomfortable. Although due to the different social systems, these foreigners did not put forward too many opinions on this, but seeing people who are about the same age as their parents serve them meals and drinks Passing tea, running around, I always feel uncomfortable in my heart. If these foreigners still want to start from the perspective of "friendship" and ask the waiters for their last names, most of the time, they will get some answers of "it has nothing to do with you".Most of the Chinese waiters still had some numbers at that time, which reminds people of the extraordinary measures of war or "white terror" when code names and code words had to be used for security cover.

Kofune Yoshio has a colleague who graduated from Tokyo University of Foreign Studies with a major in Chinese literature, and his Chinese is very good.He was Yoshio Kofune's companion on his trip to China in 1979.He obviously brought the Japanese telephone greetings to China. One morning, he wanted to make a long distance call, and just connected to the switchboard. He said "good morning".As a result, the female telephone operator on the other end of the line immediately shouted back, "What do you want to do?" The yell made him hang up the phone immediately and asked the boat repeatedly, "Am I wrong? Can't I say hello? The Chinese don't say How is the morning?" Looking at the surprised and sad look of this poor colleague, Xiao Chuan was speechless.Many years later, when Chinese greet each other and change "Have you eaten?" At that time, I don't know how Yoshio Kofune would feel today.

But at least at that time, the service industry of this ancient civilization with a long history in Xiaochuan's mind, this great nation of hard work, bravery, wisdom and high culture and self-cultivation, left a very bad impression on him. The waiter has a worse habit of entering the guest's room from time to time.To deliver boiled water or something else, no matter whether they have the permission of the guests or not, they will push the door and enter with two "dong dong", and sometimes they even go in silently.However, there have been some changes in the Beijing Hotel in 1979. Foreign tourists finally discovered the "Do Not Disturb" sign in Chinese and English, allowing guests to hang it on the handle outside the door at will, which is the same as in foreign hotels.Although there aren't many such restaurants, foreign tourists see things changing for the better.

At this time, most restaurants in China still cannot allow guests to lock their doors, at least the waiters can freely drive in from the outside.Although the Beijing Hotel is an exception, the restaurants in Tianjin and Shanghai are not locked.The restaurant in Shanghai has a universal lock on the first floor, but the waiters always leave the lock open for their own convenience. The restaurants in some big cities in China already have good hardware facilities at this time, and the capacity is also quite large.But what is interesting is that each hotel always has a lot of rooms reserved for the staff to live in.These foreign-related hotels have already begun to entertain "domestic guests", but most of them are not domestic tourists, but representatives or high-ranking officials attending certain conferences.

Some details of the hotel obviously cannot meet the requirements of foreign tourists.Beijing Hotel has just renovated a new building at this time, and the equipment is first-class.But other restaurants are far behind, the lighting is too dim, most of the decorations are also very old, some bathroom sinks and faucets have been damaged, and even the telephones of some restaurants cannot be used at all. Foreign tourists who came to China in 1979 suspected that the sheets and towels in these hotels were not changed every day, and it was still in the hot summer without air-conditioning equipment. Food and beverages were also unsatisfactory. Even the food and beverage department of the most high-end restaurants often did not satisfy the appetite of the guests. At that time, most steaks were not chewable.You need to use thick and long chopsticks to eat. This kind of chopsticks is called "quasi-Changsha-style chopsticks" by Japanese tourists. Kofune Yoshio wrote in his article rather arrogantly that the people who use this kind of chopsticks can only be Brutes and beggars.While using "quasi-Changsha-style chopsticks," these tourists can only use dirty tablecloths and chipped dishes and cups. Taxis have already appeared at this time, and the taxis in Beijing use Japanese Toyota cars or domestically produced Shanghai brands.The service attitude of taxi drivers is still good, as long as they are at work.But this is not the case when they are about to get off work or have a meal. At this time, wanting to call a car is a bit like today's rush hour in major cities in China, which is also the peak time of taxi handover. "It's too late", "I haven't eaten yet", "I won't have food if I'm late", these taxi drivers will turn around and walk away no matter who you are. At this time, there were very few tourist guides, whether it was hotel facilities, taxi use, or sightseeing places.A person who has just arrived in China seems to have entered a forest without doors, completely ignorant of the north, south, east, and west. Entertainment life was poor in 1979, and televisions were still a luxury in China, and apart from the Beijing Hotel, few restaurants were equipped with televisions.Foreigners who have been in China for a long time do not know how to pass the time at night. Some of them start to have dinner and drink, and even drink beer in the morning.At this time, few foreigners were willing to come to China for permanent residency, and some of the permanent residents even suffered from the “Beijing disease” due to depression—an emotion caused by boredom at that time.But after a few years, the work of these foreigners will become a good job. Hong Kong people began to pay attention to the hotel industry market in mainland China. In January of this year, 56-year-old Hong Kong businessman Huo Yingdong began to contact the Guangdong Provincial Government. He proposed to build a five-star hotel in Guangzhou - the White Swan Hotel. The investment is 13.5 million US dollars, and the White Swan Hotel borrows 36.31 million US dollars from the bank. The cooperation period is 15 years.This is the first five-star hotel jointly established by the Mainland and Hong Kong after the founding of the People's Republic of China.At that time, Huo Yingdong was most afraid of the mainland's "policy mutation".However, when he died in 2006, his body was covered with the national flag of the People's Republic of China, and his highest position was vice chairman of the Chinese People's Political Consultative Conference. Ding Yunpeng, who works in Shanghai, would never have imagined that a small article of his would have such a profound impact on China's advertising industry.The influence of his series of advertising works many years later is far less than that of a short article "Rectifying the Name of Advertising" published in "Wen Wei Po" on January 14, 1979.This day is only 2 weeks away from the traditional Chinese Spring Festival. Ding Yunpeng, who graduated from Nanjing Art Institute in 1964, is 38 years old.During the long 28 years since 1964, he worked as the chief designer, chief planner, senior writer and creative director of Shanghai Advertising Company.Ding Yunpeng has written many works, including "Modern Advertising Design", "Modern Exhibition and Display", "Foreign Advertising Art" and other books.Later, some advertisements for Xi’an Janssen’s Modinol stomach medicine, KFC fast food and Dumex milk powder also came from him. Ding Yunpeng’s 1,200-word "Rectification of Advertisement Names" classified as "miscellaneous talks" is as follows: When TV broadcasts cultural performances or sports games, there are often "intervals", and TV viewers have to follow the rest.I think this is a great waste of fluorescent screens.As far as I know, in foreign countries, 7 to 9 p.m. is the "golden time" with the highest TV ratings. Advertisements are shown during this period, which are effective and expensive. It is called "an inch of gold can't buy an inch of time".Of course, our TV station does not necessarily do this, but the use of advertisements is a question worth discussing. When it comes to advertising, people tend to associate it with "gimmicking" and "bragging".Lin Biao and the "Gang of Four" were making a big deal out of fake left and right right, saying: "Advertising is a capitalist business model, what do you want it for?" build".Under the influence of this trend of thought, all advertisements were smashed, and even the shop windows were all closed, and no products were displayed. Now, to make things right, in order to make the socialist market rich and colorful, attention has been paid to window design and layout, but it seems that it has not been clarified whether all advertisements are "gimmicks" and "bragging". Of course, we do not approve of the unscrupulous profits of capitalism, but we cannot oppose the fact that enterprises in industrialized countries employ fewer people, have high efficiency, and know how to do business. On the contrary, we need to analyze, study, and learn from them.So I think the business of capitalism has to be split in two.To be good at absorbing its useful parts, advertising is one of them.It is necessary for us to treat advertising as a science to promote domestic and foreign trade and improve business management.In economically developed countries, there are many professional advertising companies, and many colleges and universities have advertising majors.Their advertising design is often based on careful market research, analyzing and comparing similar products, and then combining consumer psychology in a targeted manner.Most of the advertisements are designed with concise text and vivid and attractive pictures, which can guide the flow of goods and promote sales.This point, for our socialist economy, can also be used to promote the improvement of product quality and guide consumption. In fact, the development of advertising in some countries is not necessarily limited to doing business.For example, in the United States, cigarette advertisements state that "smoking is harmful to health", and at the same time, the words "smoking is harmful to health" are also printed on the cigarette packaging.They use advertising to combat public hazards (smoking causes cancer).This approach, at least, is better than simply broadcasting "Please Quit Smoking" on TV.Another example is that noise is also a kind of public nuisance to the city.Car horns often make people's heads swell.Some commercial advertisements in some countries have also participated in the fight against public nuisance. The advertisement of a locomotive brake company has such a epigram: "Rely on the brakes, not on the horn". It is not only an advertisement to promote brakes, but also a way to reduce urban noise. advice. We also need to import foreign advertisements, make foreign ones useful for China, absorb the strengths of some national advertisements, and develop socialist advertisements.We should use advertisements to give people knowledge and convenience, and to communicate and close the relationship between the masses and the production and marketing departments.Advertisement is also a kind of art with broad masses. Excellent advertisement can beautify the people's city, which is pleasing to the eye and makes people feel the prosperity of socialist economy and culture in the pleasant artistic influence. At present, science and technology are advanced, and if advertisements want to play their role efficiently, billboards are of course needed, but more importantly, newspapers, radio and television must be used.Our newspapers, periodicals, radio, television, etc. should all advertise our new products, new technologies, new techniques, and new service departments.I think that although the advertisements for movies and dramas in newspapers have a little bit, they are too simple. Why can’t they be illustrated with text?In addition, in order to develop foreign trade, we selectively publish and show foreign advertisements in our newspapers, radio, and television. This can also broaden the horizons of the masses and is also good for increasing foreign exchange earnings. In fact, 10 days before Ding Yunpeng wrote this "Miscellaneous Talk", that is, on January 4 of this year, "Tianjin Daily" had published an advertisement "Introduction to the Main Products of Tianjin Toothpaste". It is the first newspaper advertisement for consumer goods after China's reform and opening up. According to many documents, this is an advertisement for "Blue Sky Toothpaste", but it is not entirely correct.To be precise, the theme of this banner advertisement is "Introduction of Main Products of Tianjin Toothpaste".The blue sky high-grade toothpaste occupies the middle position of the banner, about 1/3, and the rest of the page is evenly distributed to the "orange-flavored" "Fuqiang Toothpaste", "King Kong Toothpaste", "Sodium Fluoride Toothpaste" and "Canna Premium Toothpaste". ".These products are produced by Tianjin Toothpaste Factory and underwritten by Tianjin Department Store. The former has become Tianjin Blue Sky Group Co., Ltd. on December 18, 2000.The predecessor of Tianjin Toothpaste Factory was Tongchanghang. As early as 1921, it launched the famous "Locomotive" brand tooth powder, which is the pioneer of China's tooth powder and toothpaste industry. In 1957, China's first fluoride toothpaste was launched. In 1962, the "Lantian" brand high-grade toothpaste was launched. In 1992, the "Lantian Liubizhi" toothpaste was launched.Lantian Liubizhi later became a well-known brand, and its Tianjin-flavored TV commercials became popular in the future, and even the slogan "Eating is delicious" in the advertisement became a buzzword. This year's advertisement also shows the company's forward-looking.The product feature appeal of the advertisement is also very clear.In addition to labeling the orange flavor, Fuqiang toothpaste also emphasizes that it is "one of our famous brand products, rich in foam, strong tooth cleaning power, and outstanding orange flavor, and is very popular in the domestic market."King Kong toothpaste especially talks about "high quality and low price".In addition to the effect of "preventing tooth decay and dentin hypersensitivity", sodium fluoride toothpaste also emphasizes that it is "developed jointly by our factory and Tianjin Stomatological Hospital".Canna toothpaste emphasizes "cool and refreshing".As for the blue sky high-grade toothpaste that is mainly promoted, the advertisement reads: "Our factory's high-end key products are rich in foam, strong in cleaning teeth, refreshing the mouth, pure in spearmint fragrance, and elegant in outer packaging, and are very popular in domestic and foreign markets. ".The inner packaging of the blue sky toothpaste even has the English words "BLUE SKY" (blue sky) printed on it.There is also the English word "SUPERIOR TOOTH PASTE", which means "advanced toothpaste". The English of "Tianjin" is also different from the current pinyin English. At that time, the place of origin was written as "TIENTSIN CHINA". "TIENTSIN" is "Tianjin" in the real English word. From this advertisement, it is not difficult for us to find a detail, that is, the distribution system at that time was very different from the present one. At that time, the first-level department store was adopted as an underwriting method, and the second- and third-level department stores below were layer by layer. Station distribution, and finally reach stores in various regions.This is a typical distribution method in the planned economy era. On March 15, 1979, the advertisement of Rado appeared in Wen Wei Po.There are three watches as the main products: Radar Women's Automatic Calendar Jewelry Watch, Rado Man's Never Wearing Quartz Watch, and Radar Man's Automatic Week Calendar.Rado watches tell the Chinese people that they are "modern watches".It is the Shanghai advertising company where Ding Yunpeng works that undertook the radar watch advertisement. Olympus optical instruments, Seiko brand quartz electronic watches, and Minolta cameras also began to advertise in Wen Wei Po, and every time they did it, they covered a full page.These Japanese brands even put the words "Celebrating China's modernization leap forward!" on the head of the advertisement.Japan's Xiangyangsha and Dentsu Co., Ltd. are responsible for these advertisements, and Shanghai Advertising Company is still undertaking them. We can even find Vacheron Constantin in newspaper advertisements at the time.The only visual change in the advertisements of different dates is the watch at the upper left of the advertisement, and the other slogans are the same.Vacheron Constantin wrote that "for more than two centuries we have created precious and rare artistic watches". Shanghai Art Design Company, located at No. 36 Yongjia Road, Shanghai at that time, also began to solicit advertising business.In addition to making some models, they also began to undertake the business of product modeling, packaging and decoration, trademarks, sample brochures, advertising stands, publicity posters, newspaper advertisements and phototypesetting. Television commercials also started appearing this year. On the night of March 9th, Shanghai TV broadcasted an international women's basketball game. During the intermission, an advertisement was broadcast - on the screen was the famous male basketball player Zhang Dawei and his partners at the same time. After the game, he drank the newly made drink "Happy Coke" with relish.This move even made the audience who were watching the game wonder if the wrong program was broadcast.The manufacturer of Happy Coke was the Shanghai Soda Factory at that time.Its predecessor was the well-known "Zhengguanghe", and its predecessor was a wine company operating foreign wine business established in Shanghai in the third year of Tongzhi in the Qing Dynasty (1864) by British businessmen Coulter Burke and McGregor.They mix and bottle semi-finished foreign wines imported from the UK with water in Shanghai, making use of the Chinese market to make huge profits.This foreign firm named "Guanghe" was originally headquartered in Hong Kong, and moved to Sima Road (now Fuzhou Road) in Shanghai shortly after its establishment, and added the word "正" before the original name of "Guanghe Foreign Firm". , In the eighth year of Guangxu in the Qing Dynasty (1882), "Zhengguanghe Co., Ltd." was established. In the nineteenth year of the reign of Emperor Guangxu of the Qing Dynasty (1893), Zhengguanghe opened a company specializing in the production of soft drinks near the Tilan Bridge in Hongkou, Shanghai, Mi Le Water Factory, using the only distilled water machine in the Far East at that time to produce soft drinks with promising consumption prospects.What name to choose as the brand name made the boss of Zhengguanghe Co., Ltd. think for a long time.Finally, the "Aquarius" in the twelve constellations was selected, which means that the fairy in the sky sprinkles the holy water in the bottle to the world, which means that the soda of Zhengguanghe Company will be dedicated to consumers.Therefore, they decided to take the English name "AQUARIUS", which means "Aquarius" in Chinese.At the same time, the "Aquarius" constellation pattern is used as a trademark pattern, and it is used together with the English "AQUARIUS". In June 1923, the new factory building expanded by Zhengguanghe was put into use, and the original Mile Water Factory was renamed "Zhengguanghe Soda Factory".By the end of the 1920s, Zhengguanghe became the largest soda beverage factory in China at one stroke, and "AQUARIUS" also became the number one brand in the domestic beverage and food industry. In the mid-1930s, the "AQUARIUS" trademark of Zhengguanghe Soda Factory became a household name in coastal areas.On the eve of the Anti-Japanese War, Zhengguanghe's "AQUARIUS" reached its peak stage and completely controlled Shanghai, the domestic market with the largest sales of soft drinks.Zhengguanghe was taken over by the government after the Chinese Liberation War and was renamed Shanghai Soda Factory in 1966.After that, Shanghai Soda Factory was renamed Zhengguanghe. In 1994, Zhengguanghe Soda Factory was restructured into Zhengguanghe Headquarters. In 1997, it was restructured into Zhengguanghe (Group) Co., Ltd. In August 1997, Zhengguanghe (Group) Co., Ltd. and Shanghai Meilin (Group) Co., Ltd. carried out joint reorganization and established Shanghai Meilin Zhengguanghe (Group) Co., Ltd. Zhang Dawei, the protagonist in the Happy Coke advertisement, was also a sports star at the time.China began to participate in the Asian Games in 1974, and the first flag bearer of the Chinese delegation was Zhang Dawei. After 1983, Zhang Dawei also served as the coach of the Shanghai Women's Basketball Team and won the national runner-up twice. In 1986, he coached the Chinese women's basketball team. It is said that he was quite courageous. In 1986, he won the Asian Championships against South Korea and won the championship. He was fifth in the World Championships. In fact, Happy Coke is not the first TV advertisement, and the "first" should belong to "Ginseng Gui Tonic Wine".This advertisement was born at 3:05 pm on January 28, 1979 (the first day of the first month of the lunar calendar). It was shot with 16mm color film and played for 1 minute and 30 seconds.Not long after, on March 15, Radar became the first TV advertisement made by a foreign company.It has been 38 years since the world's first TV advertisement was broadcast in the United States in 1941. This TV commercial of Rado is even explained in English, but with Chinese subtitles.On the same day, Rado’s banner advertisement on Wen Wei Po also used hand-painted illustrations.Although there were not many English-speaking people in China at that time, within three days, more than 700 consumers went to shopping malls in Huangpu District, Shanghai to inquire about watches of this brand. In fact, it was more than three years before radar watches really entered the Chinese market.But at this time, for Chinese consumers, radar watches are already a household name.Zheng Shijue, Vice President of Radar Watch Company in China, later said: "At that time, there were no imported watches in the Chinese market. After we made publicity and branded the brand, it created a demand. Consumers knew that Rado watches were good, so they wanted to buy them. to buy it, but they couldn’t buy it at the time, and the less they can’t get it, the more valuable it may be.” There are also some interesting advertisements appearing in some hotels in Beijing.The Beijing Hotel began posting advertisements in 1979, offering massage services to hotel guests. However, some foreigners learned after seeing the advertisements that girls only provide services to female guests, and men only provide massage services to male guests. Japan's "Yomiuri Shimbun" noticed these changes in China.They believe that China, once recognized as rigid, is now greatly liberated.In their eyes, Chinese TV stations have served as the pioneers of "softening" and "liberalization".Happiness Coke is said by the Japanese as "China's No. 1 TV commercial", and they even feel that it is similar to the commercials broadcast on Japanese TV stations, because it adopts the method of "segment of life" for publicity. But the "Yomiuri Shimbun" does not think that the Shanghai TV station that aired this advertisement expects to greatly increase its income.Happy Coke is all domestically produced refreshing drinks, not jointly manufactured with the United States.In this year, although Coca-Cola has announced its return to mainland China, the issue of how to manufacture has not yet been settled.Bliss Coke was only tested on two streets in Shanghai. "The advertisements are not for sales, but to let people know that there is a domestically produced Coca-Cola." The American point of view is somewhat different from the Japanese.They argue that the presence of advertisements promoting consumer goods in Chinese newspapers and on television "reflects the Chinese government's efforts to meet the demands of an increasingly consumer-conscious society," "although this approach appears to orthodox Marxists as a tribute to capitalism." Regression of doctrine".Americans even described Happy Coke as a "Coca-Cola drink." By American standards, Chinese advertising is cheap.On national television, a 15-second spot costs about $600, and a one-minute spot costs $1,680.On Saturdays and Sundays, you will have to pay a little more, the increase is 20%. At this time, the advertising style in China was still simple and clear, without the "secret hint" technique of Madison Avenue.The Shanghai advertising company also appeared cautious when answering questions from American reporters: "We hardly accept foreign advertisements promoting consumer goods. China does not intend to import a large amount of consumer goods, so we do not want to arouse people's demand for foreign consumer goods." "People's Daily" published the news "Shanghai resumes commodity advertising business" on March 12. The signboard of "Taibai Legacy" in ancient wine shops and the banner of "Three bowls but not hills" in Lijinggang were also "Shanghai Comrades in the Advertising Department" cited as historical evidence of "the positive role of advertising".By March 10 of this year, the Shanghai Fine Arts Company had undertaken the advertising business of nearly a hundred clients.Shanghai also approved 65 street sign advertisements at this time, and the neon sign advertisements of four high-rise buildings in the urban area were also ordered by the client.Advertisements in magazines, shop window advertisements, stand advertisements on counters, screen advertisements in movie theaters, advertisements in cabins, and physical advertisements are "also actively recovering."Import and export advertisements are undertaken by Shanghai Advertising Company. More than 100 newspapers and magazines from dozens of countries and regions have established business contacts with them. More than 20 domestic companies have entrusted them to publish product advertisements overseas. Some consumer goods companies in the mainland also started advertising marketing practices. On the eve of the National Day in 1979, Changsha Soy Sauce Factory in Hunan successfully developed a new soy sauce product called "Shuangfeng", which is said to have a unique flavor and is complete in color, fragrance and taste.However, after the test sale on the market, the monthly sales volume is only three to four thousand bottles, which is far from satisfactory.After a few months, there was no improvement.The factory is very confused, why no one wants such a good product? The factory later organized a simple market survey.The survey results show that the problem with Shuangfeng Soy Sauce is not the quality, but the low popularity, and many people have never heard of it.Soy sauce, which must be eaten every day, consumers dare not rashly try unknown products. Therefore, Changsha Soy Sauce Factory commissioned the Changsha advertising company at that time to plan and promote the advertisement of "Shuangfeng" soy sauce in response to this crux.Soon, in Xiaowumen, a famous cultural city, a large outdoor street sign advertisement was erected, with a giant "Shuangfeng" trademark bottled soy sauce painted on it, and the five characters "Original color soy sauce is good" are strikingly eye-catching, and a row of text below introduces its characteristics .This advertisement immediately attracted the attention of passers-by, and the "Shuangfeng" soy sauce spread like wildfire. At the same time, the manufacturer produced bus body advertisements and publicized them on radio, television, and newspapers.So, with the car body and radio waves, "Shuangfeng" flew into thousands of households. In the first half of 1980, the monthly sales volume reached 26,000 bottles, and in the second half of the year, it rose to 54,000 bottles per month. By 1981, the monthly sales volume had reached 80,000 bottles. Ding Yunpeng needs to be mentioned here again. Eight months after he published "Rectifying the Name of Advertisement", he published an article on advertising, but this time it was about advertising legislation.The reason for this article is that tobacco and alcohol advertisements appeared on street signs and on TV in some places, which aroused criticism from some people.Like last time, Ding Yunpeng continued to cite foreign examples, pointing out that the United States prohibits the advertisement of tobacco and alcohol above 20% on TV, radio and newspapers.Ding Yunpeng reminded the government, "As far as our current advertising business is becoming more and more active, formulating a socialist advertising law should be put on the agenda." In addition to worrying about tobacco and alcohol, Ding Yunpeng also paid special attention to food and drug advertisements. He believes that authenticity should become an important principle.This year, some drugs did start to advertise.Ding Yunpeng gave an example that in "some countries", words such as "covering all diseases", "great nourishment and great tonic" are not allowed to be used. In his opinion, the advertisement law advocated by Ding Yunpeng should include these contents: registered product trademarks cannot be counterfeited;But he made a special statement, "Using data with scientific basis to compare similar products", "should be allowed". Ding Yunpeng's article "There Should Be an 'Advertising Law'" was published in "Wen Wei Po" on September 4, 1979. Fifteen years later, on October 27, 1994, the Tenth Session of the Standing Committee of the Eighth National People's Congress of the People's Republic of China passed the "Advertising Law of the People's Republic of China", which was officially implemented on February 1 of the following year . Ding Yunpeng visited five European countries, Japan, the United States and Southeast Asian countries, and was later honored as an "advertising scholar". He is a pioneer in the domestic marketing field both in terms of practice and theoretical research.His international vision did provide many forward-looking suggestions for the Chinese market at that time. In addition to advertisements, he even introduced the "Supermarket" to domestic readers in 1978.His definition of a supermarket as "a large comprehensive market for self-service vending" is not much different from our current understanding, and the English "SUPER MARKET" is also translated very accurately.Ding Yunpeng’s description of the structure of the supermarket has even been accurate enough that “there are trolleys and hand baskets at the entrance”, “there is a shelf in the trolley for children”, “the shelves are arranged in a crisscross corridor”, and “refrigerated cabinets”. , Places selling fruit "are equipped with plastic bags or net bags", and many supermarkets also have "gourmet departments, coffee restaurants".At the cash register, "the cashier puts the products purchased by the customer on the conveyor belt one by one, puts them into paper bags or plastic straps, and at the same time calculates the amount of money payable through the computer." Ding Yunpeng even described the data processing system that only an expert would understand. He said that every time and every day the settlement of each cashier point in these supermarkets will be quickly reflected in the computing center of the manager's office and stored in the computer for future reference.The general manager can also know the sales and inventory situation of dozens of supermarkets under the company at any time, and decide to purchase and deliver goods. The emergence of foreign hypermarkets and convenience stores was also recorded by Ding Yunpeng, who said it was a bipolar development of "miniaturization" and "giantization".他所描述的一切，和今天中国现代零售渠道的商店类型几乎没有什么二致。 《人民日报》在这年的年中对广告表态了，1979年7月18日的报纸头版，登了十川写的《一条广告的启示》。文章中讲到了一些例子，最后总结到：我们国家这么大，各项建设事业的需要，包括人民生活的需要，五花八门，如果单是依靠行政手段去安排组织，不免挂一漏万；利用市场经济，作一些补充调剂，只会有好处。大有好处的事，何乐而不为呢？ 是的，在这里《人民日报》提到了“市场经济”。 日本京都大学的教授宫崎义一访华的目的和记者小船义男有所不同。他从物价的角度考察了中国的“现代化”。 宫崎的视角更倾向民生。作为日中经济协会调查委员会访华团的一员，他在1979年的5月20日到6月8日在中国呆了20天。这期间，他去了北京、南京和上海的各个政府机关和大学。作为一位经济学者，这是他第三次来到中国，他关注物价问题的原因是因为他觉得在这个问题上能集中反映出中国此时所面临的经济状况。 宫崎义一认可中国的物价非常稳定这个说法。在他所能找到的一个常驻北京的日本人家庭生活费账簿上，除了鸡蛋、牛肉、羊肉、猪肉和鸡肉这些肉类以及自来水的价格有稍许变动外，其它物价在过去的八年几乎完全没变。 此时中国的消费品零售价格总体上来说是稳定的。如果把这些消费品再细分一下的话，可以分为三类：生活必需品、耐用消费品和奢侈品。但宫崎也注意到，外国人的消费品价格还有另外一套体系。在生活必需品中，粮食、食油和棉花已经使用了二十四年的票证制度。 中国在1979年有9亿人口，实施票证制是为了满足最基本的生活必需品的平等供应。倒买倒卖票证是被严格禁止的，过多的储备也不被许可。这种票证制在当时被看作是“有计划地使物价稳定的基本政策”。1978年，集市贸易开始开放了，到1979年，在北京郊区已经有了13个自由市场。不过，自由市场也不是什么都可以自由交换，集市里的大喇叭上不时地传出一些警告声“严格禁止买卖粮票、油票和布票！”此时在自由市场上能做交易的还仅限于人民公社的自留地产品或副业产品。 宫崎在这一年参观了离上海锦江饭店只有5分钟步行路程的卢湾区巨鹿路菜场。四年前他曾来过这里。这个露天菜场的营业时间是从早上的5点到9点。菜场出售的产品是前一天晚上从郊区的人民公社运来的，有蔬菜、鱼和肉类，价格也比较便宜。在露天菜场中还有些卖油炸食品的店铺，不过这些店铺都是归上海商业局管辖的国营店铺，同一种产品的价格，无论在哪家都是一样的。 宫崎把这年的价格和他上一次所记录的1975年的价格做了对比，发现除了猪肉有稍许上涨外，其它商品的价格不是相同就是反倒有些下降。 实行票证制的商品价格，对中国人和外国人都是完全相同的，煤气费和电费也没有区别。但是，水费的差别就很大。一个住在北京的外国人家庭每人每月需要支付的自来水费是5块6毛左右，但普通的中国家庭，每人只要5毛钱。对这一点，当时“有关部门”给出的理由是外国人用水量大。但尽管如此宫崎还是觉得“对外国人另有价格系统也是价格高的一个很大的因素”。 各地的“友谊商店”和国内航线机票也对外国人实行较高的价格制度。宫崎在南京下榻的中山宾馆，房费已经比当年6月1日前上涨了一倍，一天是25元。北京饭店的啤酒也涨价了，原来只要4毛8分钱，现在是9毛一瓶。其它的旅游费用也大幅度地提高了。 宫崎还向我们提供了对研究当时的市场营销环境很有意义的数据。他在日本《东洋经济》的一篇名为《从物价看到的中国的'现代化'》的文章中写道：上海繁华的延安东路上树立着日本航空公司的巨幅广告，南京路上还有更大的东芝公司和三菱汽车公司的广告牌。 宫崎留意到了这些广告牌的价格。5×5米的广告牌的半年价格是7000元，5×7米的大广告牌的半年价格是14000元，如果在比较繁华的地段，价格则要上涨到17000元每半年。霓虹灯广告的价格是半年4万元，橱窗展示的价格是3个月7000元。在报纸上登广告，因报纸而异。占用一栏1厘米，一次为42元；电台商业广播1分钟200元；电视广告1分钟8800元。（这个和美国人所调查到的1分钟1680美元有些差异，1979初年美元和人民币的兑换比例是1：1.58） 宫崎认为中国实行国际价格和国内价格的两套体系的目的是为了赚取外汇。中国国内一般群众不购买的奢侈品——有名的端砚、翡翠、白檀香扇和书画古董等等——都在承担赚取外汇的任务。而正在努力发展的旅游业也是为了这个目的。 北京饭店的休息厅也在悄悄地发生着变化，休息室已经改成了土特产的出售处，出售玉石、象牙制品和中国刺绣。在正门内侧左右两边的隅角，也开始出售蜂王精等营养药品，北京和天津的地毯在这里也有得卖了。 不仅如此，出售毛泽东选集和马克思、恩格斯著作的地方也做了改革，成了卖威士忌、白兰地这些洋酒和外国香烟的小卖部。这是中国至建国后第一次出售外国产品。出售洋酒和外烟是从这年的3月份开始的。友谊商店、国际俱乐部这些地方都有这些东西了，但是按照规定，只能使用日元、美元或者中国银行发行的外汇券。 （中国银行1979年发行的50元面额的外汇兑换券） 但是吃饭还是比较便宜的，哪怕是对外国人。一顿有汤、烧肉、甜食、冷饮的午餐在五星级水准的饭店大约需要5元，而且不收服务费或者小费。不过其他的确是涨价了，理发以前要1块2毛，现在是2块7毛，外交官们的房租也在1978到1979年间涨了2倍。 这一年，大学毕业生的月薪是44元，但大多数的中国人认为，今后几年的工资是会加上去的。 官方开始为这种涨价做舆论准备。“按质论价与发展新产品”就是其中的一种说法。中国当时市场上日用品中的新产品是比较少的，许多产品甚至是十多年、几十年的老面孔。官方认为这和价格体系有关。当时的制造业是不参与定价的，而是由商业部门（国营的批发业）负责，这样就造成了产品好坏或者销路好坏与价格无关的情况。 永久牌自行车是当时的名牌产品，十三型是当时很好卖的一种车型，但这种车型的成本要比一般的平车高15元，工时也要增加一倍，但出厂价只高21元。工厂为了完成利润任务，只能多安排生产一些平车。缝纫机也是如此，一些厂家如果要生产受欢迎的新产品，反而会导致减少收入。 这种价格和分销体系造成的问题就是导致了工厂只愿意生产成本低、产值高、利润多的产品，但这些产品又是大路货，销售并不好，从而导致了积压。上海第一百货曾对41类轻工产品做过统计，1966年经销的品种是1439种，1977年非但没有增加，反而减少了186种。 中国当时的分销模式叫作“统购统销”、“统收统支”，商业部门不管产品好坏，统统包销，这种做法所导致的问题在1979年已经开始严重起来了。价格需求曲线无法体现，市场里买不到好产品，工厂也不愿意生产急需产品。 “有关部门的同志”已经开始认为，要解决这个问题，产品就应该严格按照社会必要劳动时间——一个马列主义政治经济学的术语——来计价，价格要与产品的社会劳动消耗大体接近，应将生产的成本等因素考虑在内。他们认为这样才有利于企业扩大再生产，多生产群众需要的新品种。对于那些滞销产品，一些人认为可以降价，受欢迎的产品则可以提价。 包销制也开始受到质疑，一些人小心翼翼地提出“经济合同制”、“批发市场”、“厂店直接挂钩”、“产销见面，共同议价”等等意见，并且特别地提到了“应该充分运用价格这个价值杠杆”。人们热切期盼着新产品能像雨后春笋般涌现，市场供应更加丰富多彩。实际上，市场经济已经在悄悄地萌芽。