As a well-known observer of China's tobacco industry, Wang Bingkui has been studying various brands in the industry for many years. He believes that the Dazhongjiu brand has been established for 99 years, and in China, a product can have a history of 99 years, and it must have a special character in itself, which is inseparable from the region where it is located and its own history.
Wang Bingkui believes that da chong jiu mainly has two major characteristics: quality characteristics and cultural characteristics. In terms of quality characteristics, as the saying goes, "the world's tobacco leaves are in Yunnan", Yunnan tobacco leaves have extremely high quality, the raw materials of the big heavy nine, and the best tobacco leaves in Yunnan, and are the best of the best. The quality advantage brought by raw materials determines the quality characteristics of the brand.
What is more eye-catching about the Dazhongjiu brand is its cultural characteristics. Wang Bingkui said that from a cultural point of view, many companies like to tell the story of their own products, but many stories are fabricated, the story of da chong jiu has historical records, but also the people have been passed down from generation to generation, the story of da chong jiu can withstand scrutiny. We all love real, touching stories that make brands come alive.
Wang Bingkui believes that this is in line with the current trend.
"Today's young people like things that have history, stories, feelings, and temperatures." Wang Bingkui said that the cultural characteristics of Da Chong Jiu are unique, and still exude charm, in the hearts of the industry and consumers, he has a sense of the times, coupled with the national feelings of the product, the cultural characteristics of Da Chong Jiu are popular.
"Especially in the past 5 years, the most commendable thing about the brand is that it is also upgrading and keeping pace with the times." Wang Bingkui said that although Da Chong Jiu carries the aura of 99 years, in different eras, his communication with consumers also has different contexts.
For example, the current "see friends, big heavy nine" is the performance of being close to the people. "Although I am very high-end, I am also very grounded, 'meet friends, big heavy nine' is like greeting acquaintances, very warm." At the same time, he also has the bearing of this quality and culture in 1999, which is very advanced, and this contrast will make consumers and citizens feel kind. Wang Bingkui said.
As a poet, Lei Pingyang has his own views on products, and his expression is romantic.
He said he would use The Great Heavy Nine as a prize, a prize for writing a good sentence or a good article. In Lei Pingyang's heart, the height reached by DaZhongjiu in similar products is also the height we should pursue in life.
Lei Pingyang said that in the entire civilization system of human beings, cigarettes have played a very important role. Da Chong Jiu is about to usher in the 100th anniversary of the founding of the brand, and in Lei Pingyang's poetry, 100 years may also be the time of a cigarette. But he believes that what has a spiritual connotation cannot be judged by time, because it is time itself, and it will never be extinguished after ignition.
Lei Pingyang said that industrial attributes are only part of cigarettes, for valuable brands, brands worthy of people's respect, many times because of the emotions of the brand itself, such as the feelings of home and country of Da Chongjiu, these spiritual elements are very important. Inheriting this spirit with products and conveying this spirit with business is the key to the survival of Dazhongjiu for nearly a hundred years, and there is a spiritual element that everyone can't avoid.
Lei Pingyang believes that which cultural values the products should reflect themselves mainly lies in the judgment of the merchant, which can be seen from the spiritual height of the merchant or his aesthetic.
Lei Pingyang said: "Just like we tell the story of Pu'er tea, many people can't tell it well, because when it comes to tea, forget that behind Pu'er tea there are Deang, Lahu, Brown, Hani, and there are many wonderful and noble stories in the great epics of these nations." They also did not tell the stories of the mountains and rivers of Yunnan, those noble and dignified stories, they just wanted to lead people to the side of the tea, did not think of letting the tea take the initiative to emit their own light, to illuminate others. ”
"Therefore, the selection of product stories can easily see the spiritual height of a merchant." Lei Pingyang said.
As a guest, film and television actor, producer and director Yu Rongguang participated in the "Light of the Heavy Nine" activity. He said that he was very touched by the event, and that Daeshigejiu is not just a tobacco brand, this brand has surpassed tobacco.
Yu Rongguang said that without the Great Chongjiu, people may not think of the glorious history of the Chongjiu Uprising so frequently. As a magnificent event in history, the chongjiu uprising has brought immeasurable impetus to history, politics, culture and economy, and the brand of chongjiu is to use smoke as a medium to record history.
At the same time, in the development process of Yunnan and even China, whether it is industrial or economic, we can see the figure of the Dazhongjiu brand. That is to say, in addition to the record, there is also a heritage, this kind of brand that inherits the past and the future, which can impress people.
"After watching the drama "The Light of the Heavy Nine" today, I learned a lot. I pay a lot of attention to this history, we have made a drama called "Legend of the Soul of the Patriotic Army", which tells the story of Cai Yi, which is actually talking about this history. It was a drama 10 years ago, and I didn't expect that 10 years later, to attend this event and see these historical figures recreated in the drama, through the story, let us know how great these promoters of the tobacco industry are, and their role in promoting economic development, really very emotional. Yu Rongguang said.
Yu Rongguang believes that industry practitioners are actually inheritors, the big heavy nine is about to inherit a hundred years, a hundred years of brand is extremely rare, should continue to carry forward the brand culture, but also can be carried forward.
Coordinator: Yang Fu
Text: Zhao Hang
Photo: Yang Fu Wu Weihua
Editor: Wang Lingfan
Proofreader: Yao Lu
Design: Rong Deng
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