The emergence of advertisements marked the start of the huge wheel of the Chinese economy.
Editor’s note: This article comes from the WeChat public account “Ginkgo Finance” (ID: yinxingcj).
Writing \ Ear order
Edit \ Yang Yizhi
On January 4, 1979, the Tianjin Daily published a toothpaste advertisement, the layout was not conspicuous, and it was hidden in the bottom corner of the third edition. The tofu block was filled with text, which was indistinguishable. Which is the main target. But this advertisement is particularly eye-catching.
This is the first commercial advertisement to appear in a newspaper in Mainland China after the Cultural Revolution. In the previous decade, the advertising business was once regarded as the “capitalist business experience” and was swept into the “historical garbage dump”. The test of “Tianjin Daily” is quite tentative.
Although the Central Propaganda Department officially gave the “can try” reply only at the end of 1979. But with this precedent, the first radio station, the first TVC, and the first magazine poster also tentatively “out of the street.”
The ad at that time was full of family happiness, modernization and other elements. The “fault period” of the decade of the Cultural Revolution wiped out all the winds and horses left behind since the Republic of China. The older generation of advertising people used their own understanding of life to build up an advertising screen with a characteristic of the times.
Hong Kong’s “Ta Kung Pao” once commented: “The appearance of advertisements is like a flute, marking the start of the giant ship of the Chinese economy.”
The offshore giant ship signifies that Chinese society has begun to get rid of poverty and move towards an overall well-off stage. People are getting richer and richer. The huge market base has attracted a large number of foreign-funded and Hong Kong-funded enterprises to enter China. Some multinational advertising companies have also arranged in the Mainland. Gradually, some “foreign taste” appeared in the advertisement.
Drinking a Coca-Cola is “unstoppable feeling”, when you want to sing karaoke, “Day 777” comes to mind, you can “hold every moment” by changing a stack of Kodak film…These slogans are still in use today. Some people have echoes in their hearts.
Since more than forty years, Chinese advertising has produced many samples of the times that reflect social changes. Although there are few ads today, there will be such a deep memory. Advertisers have subdivided the Chinese class, time, and interpersonal relationships into countless pieces, and
(In 2019, Yang Liu, associate professor of the School of Liberal Arts, Nanjing University, summarized the characteristics of “pseudo-middle class” in his speech)
Today, the middle class is still a very small part of the pyramid structure. Despite the rapid expansion of China’s middle class in recent years, the “football” has not yet taken shape. For many ordinary people, the easiest way to become a middle class is still to surrender to the merchant’s “positioning”.
05 Young people: consume everything and entertain to death
In 1993, the crosstalk “Auction” performed by Niu Qun and Feng Gong during the Spring Festival Gala attracted enthusiastic interaction. The two worked together to auction Zhao Benshan’s hat, the donkey that Gong Li had ridden in “Red Sorghum”, and a white hair from Schlapner. The guests at the scene cooperated very closely with the high-priced “snapshot” of these items with little practical value.
In those years, with the economic wave sweeping, people’s consumption consciousness began to spread rapidly. The birth of the first “Company Law” has made young people full of longing for “going to sea”. In the face of opportunities and markets, everything is “commodified”. Niu Qun and Feng Gong intended to satirize the phenomenon of “consumption of everything” at the time. But it was like a preview, depicting the future outline of the “net red economy”.
This year is just the eve of China’s entry into the Internet. Under the guard of the United States, China is still the last step to access the backbone. Until the second year, the NCFC computer room was born “the first person to access the Internet in China.” Since then, China’s Internet has developed rapidly. Generation Z, born under the national policy of family planning, has also become the main force of the Internet.
For more than 20 years, time has passed, a generation has grown, and a generation has risen. The scene in the “Auction” finally appeared on the mobile phones of thousands of households: Liu Yan pulled her online celebrity friends to sell goods in the live broadcast, Luo Yonghao wanted to “make a friend” with everyone in the vibrato, Li Jiaqi put “my god” “It became a swan song, and Wei Ya’s rocket also flew out of Taobao’s live broadcast room…
The development of the Internet has made a lot of changes in China. One of the most widespread and easily overlooked by the world is that marketing is becoming pervasive.
The media advantages, communication skills, and public relations skills that traditional advertising has built over the past few decades have been faltering and weakly struggling during the rise of the Internet.
2015 was a watershed moment in China’s advertising development. This year, China’s advertising saw negative growth for the first time, but digital marketing rose against the trend.
Under the trend of people chasing hot spots, Lei Jun and Zhou Hongyi dare to pour themselves on the ice bucket, regardless of their old waist; the brand will come to a cross-border movement, selling wine, making perfume, selling Perfume for cocktails, toffee for lipstick…
ProductThis is the end”. Chinese Business Strategy / 2019
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8. “This kind of myth of the middle class can be easily disillusioned in a moment”. Created/2019
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