As a baked cigarette popular with smokers, the red golden dragon used to dominate the market with a unique brand of charisma and diversified product series, each of which carries a special brand story。
In fact, the red golden dragon has been on its way for centuries, and after more than a hundred years of innovation and accumulation, it has gradually disappeared in the market。
The creation of the red golden dragon: a tobacco war behind it
China's tobacco history was initially a microcosm of the history of aggression。
It was the british and american tobacco company, which was the first to bloom on the land of the shinto state, with branches in more than a dozen countries and regions around the world, with a huge tobacco empire。
In 1903, at the final moment of the government's lingering struggle, british and american tobacco companies set up a firm in hong kong with $75 million in silver, quickly controlling the chinese tobacco market in conjunction with china's feudal forces, whose products had been launched earlier by both the old knife and the fairy。
As british and american tobacco companies gradually spread across the country, china's tobacco industry's national capital grew, the most representative of which was the south china brothers tobacco company。
The british and american tobacco companies quickly showed their teeth in the face of competition, and the south china brothers’ industrialists did not give in. They fought hard to defend the country’s interests and the british and american companies, and the south asian brothers even decided where the cigarettes were sold, so that the south asia companies would do business。
Strong will is still underpinned by strong product power, and red golden dragon is one of the representative products。
This is the result of the suffering: at least three times in 1914, 1917 and 1922, british and american companies tried to annex the south china brothers, without success。
The pressure is real, and the south asian brothers can only further open their markets by cutting sales prices, increasing distribution benefits and offering gifts。
Returning to its own production capacity, the south asian brothers also send a large number of professionals to tobacco production in the provinces to encourage and provide funding to those who are more experienced in tobacco cultivation and to ask teachers to teach them how to grow, which has led to a fundamental improvement in tobacco national products。
The red golden dragon was first found in hanguchi and belonged to a local branch established by the south asian brothers, also the predecessor of the future wuhan cigarette factory。
Because of very strict quality controls, the red golden dragon quickly sold china in the 1920s because of its “well-saturated” taste, adding to the competition between south china brothers and british and american tobacco companies。
There were still few means of propaganda in those years, and the nanyang brothers did not abandon every means of propaganda and seized every opportunity。
The british and american tobacco companies did it, and the south asian brothers did it: billboards, wall ads, newspaper distribution, etc。
British and american tobacco didn't do it, and so did the south china brothers: to the national goods fair。
In this way, the red golden dragon has taken advantage of the fact that the shareholders have spread to a large number of smokers, not only to increase the country's reputation for its products, but also to gain the opportunity to develop a “big leap”。
“red golden dragon” is a “fighter” who, in the fight against the british and american smoke company’s oppression, has, to a certain extent, hit the american and english smoke company’s arrogance and achieved a certain victory for its own survival and development. The slogan “no american, no american smoke” is also deeply popular。
The rise of any cigarette depends on the vast number of smokers, as does the red golden dragon。
In the course of the competition, the south asian brothers have always put “popular support” in the forefront of opinion, and even though the society of that age was already in ruins, these aspiring entrepreneurs still believe that the human heart is still alive and fair。
At a time when the red golden dragon is so popular, the south asian brothers’ managers may not have thought that they were able to escape the nanjing national government after holding the pressure of the foreigners, and the north ocean government's scavenging and growing tobacco households。
In 1936, the powerful song ziwen merger took control of namyang brothers and the red golden dragon was caught in a development bottleneck。
From the battle against japan to the war of liberation, the tobacco industry faces unprecedented difficulties, and the traumas of war and social unrest have put all major tobacco products at risk of falling yields。
When the new china was founded, the tobacco industry did not slow down fast enough and still needed a “care period”。
Shanghai is the “lead city” of the tobacco industry, and at the time of its liberation, many tobacco plants were facing lockouts, threatening the livelihoods of tens of thousands of workers and affecting 100,000 families。
Compared to national goods, marine goods are increasingly monopolizing domestic high-end markets because of their “back-to-back” behind them。
The well-known “hadman” and “big front” products of the american and english tobacco companies, such as the simultaneous smokers, are of stable quality, well-packaged and quickly capture the innermost of urban consumers。
It would take some time to change the situation at that time, when the industrial base in the country was weak, tobacco processing machines were old and even technicians lacked systematic training。
The red golden dragon has long been lost and is a memory of many old people, but it has never disappeared and is waiting for a chance to rise again。
In 1968, namyang brothers founded a branch in hanguchi, which was renamed the wuhan smoke factory, with its heavy historical background, continued to develop and, more importantly, to develop into a fumigation group, taking advantage of the spring wind of reform and openness。
1997 was an important year for all the people of the country, as hong kong was about to return to its homeland。
After consultation, the leaders of the wuxi group decided to re-establish the brand of red golden dragon。
Almost a century ago, the “red golden dragon” was raised by hanguchi, when china was devastated, and hong kong's return was more a symbol of pre-eminence and of the chinese nation's path to flight。
In celebration of hong kong's return, the wuteng group launched the ‘fine golden dragon’。
This new move created the new glory of the red golden dragon。
A short time of glory, more helpless
The brilliant memory of the past is the starting point of the red golden dragon, whose product is the key to its survival。
In 2001, the volume of red golden dragons has exceeded 100,000 boxes, and the national tobacco authority has given high hopes to the restarted red golden dragons, which is evaluated as one of the country's 36 outstanding cigarettes。
At the same time, the red golden dragon's goal was more than that, and what they really wanted to do was to achieve a break from regional brands to national brands。
Even if some tobacco has a higher profile, they are faced with the choice of a junction: either the foreign military surge or the waiting for dahir。
The issue of “business separation” was unique to that era, and the issue of “red gold dragons” had emerged from a new peak。
The “sunrise eastern red golden dragon” is a commercial from an enterprise's perspective, unable to communicate effectively with consumers' brand names, and, combined with the old dirt style of design, the unstructured packaging, have created a number of challenges on the national road of the red golden dragon。
The wu smoker has been thinking about what the red golden dragon brand is about. What kind of environment should brand image carriers be in
At the same time, a report that had attracted the attention of the entire population drew widespread attention: china's first manned spaceship would be launched in the near future。
This is the news that makes the musketeers visible: thought and action are the best expression。
"how far can we go, how far can we go!"
Thus, at the beginning of the twenty-first century, the red golden dragon abandoned the image of the golden dragon, which had been used in the past, and brought about a radical change in the spirit of the brand. For the chinese, the dragon is not just an elephant dragon, but a spiritual and spiritual one, but also a representative of the nation。
When this idea emerged, the country did not use "spaceman" as an image vehicle, and the red golden dragon would do the same thing as marlboro did with the western cowboy。
It has been proven that when the new packaging came to light, consumers were given a new image of the red golden dragon, and the time was well received。
Consumers also remember the ad for red golden dragon: as far as ideas go, we can go。
The marketing was extremely successful and the market could provide the most real feedback。
During the olympic games in athens, the "red golden dragon" ad expanded its initial meaning by hiding the "red flag, gold card, dragon's passor," and liu shang, who was born that year, was the driving force behind: the dragon's heirs were on the stage, wearing gold medals, and behind them were five-star red flags, a moment of pride and glory for the chinese nation。
In 2009, red golden dragon brand sales had broken 2. 2 million box closures and became a new member of the china tobacco industry's 2 million box brand family。
At the same time, it has benefited from the launch in 2004 of the “red golden dragon”'s path to integrating the resources of the hubei-based branding programme, which has resulted in the inclusion of the red golden dragon in china's second ranking of brand sales in the tobacco industry。
At this level, the quality of all types of tobacco products is already strong, with “red gold dragons” covering mainly “three types of smoke, four types of smoke, five types of smoke” and dominated by “four types of smoke” and “five types of smoke”; at the same time, in terms of market occupancy rates, “red gold dragons” fill the gap in the yellow crane building at the lower and middle end of the market。
The low-priced “red gold dragon” is still a very good taste。
Especially after the twenty-first century, cigarettes rely mainly on imported tobacco leaves and the high-quality fumes in yunnan, and in some cases on the rational use of tobacco leaves in other regions, giving the product a nice, fine and delicate character, which is key to consumer recognition of the product after publicity。
At its peak, the series of red golden dragons is still very large, with the more characteristic of hard red golden dragons (holy), soft red golden dragons (tenglong, kyushu) and dynasty red golden dragons, among others, especially since this red golden dragon of the dynasty is a national brand of 750 each year。
But more than a decade later, the red golden dragon is beginning to disappear from all the major businesses。
In detail, the red golden dragon was actually broken by each other。
As a high-end series of "red golden dragon hard fire dance", the design is more rigid and more fashionable, and even has a high-end feeling of the "holdon crane building" with good market feedback。
But on the market, the cigarette is faced with a very competitive brand such as china and jade creek, which, despite this enormous competitive pressure, has had to be cut off。
Some consumers also responded: “a lot of the cigarettes in the `red golden dragon' series can only be found in some of wuhan's stores, and other cities are becoming fewer and less visible.”
The middle- and low-end “red golden dragons” are equally alive, and when they originally occupied the market, the price of a single box was usually within $10; after price increases for various reasons, the price of some products rose to $11 and $12。
The choice of cigarette types at this price is still numerous, further impacting the red golden dragon。
The simultaneous lack of competitiveness of low- and middle-end products and high-end products has led to the disappearance of this once-predominant cigarette brand, which, after a “cut-off”, is essentially sold in stockpiles, which run out of stocks and disappear completely。
References
The birth of the red golden dragon
South china brothers’ tobacco war
