In the seventies and eighties, the supply and marketing cooperatives were not just simple shopping places, they were community centers integrating socialization, exchange and living supply. As time goes by, the supply and marketing cooperatives are about to usher in its last day of business. As the doors of the supply and marketing cooperatives close, the evidence of youth, memories and years will disappear with it.
1. The role and function of supply and marketing cooperatives in the 80s
In China in the 1980s, supply and marketing cooperatives were an important pivot in social life. Whenever you walk into the supply and marketing cooperative, customers will be attracted by a dazzling array of products. Although the variety and quality of goods were limited compared to today's shopping malls, at that time it provided almost all the necessities needed by urban and rural residents.
When you enter the gate of the supply and marketing cooperative, the first thing that catches your eye is the carefully arranged food area. The basic ingredients sold here include grains, oils, canned food, condiments, etc. Despite the simple packaging, each item is a necessity like rice, flour, and cooking oil.
In addition to daily necessities, supply and marketing cooperatives also sell agricultural inputs, which are especially important in the vast rural areas. These include seeds, fertilizers and simple farming tools, which are the basis for supporting rural production. Although the technology and varieties may not have been as advanced as later developments, at the time, these basic means of production were essential for maintaining and enhancing agricultural production.
On market days, a temporary market is held in the open space in front of the cooperative, which not only sells fresh vegetables and live poultry that are not available in the cooperative, but also serves as a place for people to socialize. Citizens exchange information about their lives, share their experiences in growing crops, and even exchange their own recipes. This interaction constitutes another aspect of the supply and marketing cooperative's role as a community center, reinforcing its central position in the local socio-economic life.
Although the facilities and environment of the supply and marketing cooperatives were rudimentary, and the variety and quality of goods could not be compared with modern supermarkets, they provided a vital service in those days. Supply and marketing cooperatives are not only a place for commodity purchase, but also a platform for information exchange and social interaction, which plays an irreplaceable role in maintaining the daily life and social ties of urban and rural residents in that era.
Second, the daily necessities we used in those years
In China in the 1980s, the display of goods inside the supply and marketing cooperatives was both functional and full of the characteristics of the era. Among them, folding scissors are an extremely common and practical tool, which is usually made in a small size that is easy to carry around. Most of these scissors are made of metal and have a polished surface that gives them a shiny sheen. The scissors have a clever folding mechanism that allows them to be unfolded with a single touch, and when folded again, they are compact enough not to puncture the pocket or other items in the tote bag. Folding scissors are often sold with a keychain so that consumers can hang them on their key chain as part of their daily carrying, whether they are families or individuals, and can quickly use them when needed.
Another household item that is quite popular among supply and marketing cooperatives is plastic chopstick cages. These chopstick cages are usually rectangular or round in shape, available in a variety of colors such as red, blue, or green, and are often decorated with simple patterns or patterns on the surface. The plastic chopstick cage is designed with ventilation and moisture protection in mind, so there will be multiple small holes in the bottom and sides to ensure that the chopsticks can be stored in it without being prone to mold. The choice of plastic makes the chopstick cage lightweight and easy to clean, while the hook design allows it to be easily hung on the kitchen wall, saving space and making it easy to access.
As another common commodity in supply and marketing cooperatives, the importance of matches is self-evident. At that time, despite the availability of electrified equipment, matches were still a necessity for lighting stoves, candles, etc., in many homes and especially in rural areas. The matches sold in the supply and marketing cooperatives are usually packaged in small boxes, each box contains enough matchsticks to meet the needs of a family for a period of time. The matchsticks inside the box are usually printed with a simple pattern or logo, and the matchsticks inside the box are placed evenly side by side, and the head of each matchstick is coated with a uniform red or brown mixture of phosphorus and sulfur, which is stable when lit and can quickly ignite the item that needs to be ignited.
3. Taste and scenery in memory
Almond cream, as a popular snack, often appears on the shelves of supply and marketing cooperatives. This type of almond cream packaging is usually simple, mostly in small aluminum cans or plastic bags, and the closure is tightly sealed to maintain its unique aroma and taste. When you open a jar of almond cream, the rich aroma of almonds hits your nose and attracts the attention of passing customers. Its delicate texture, silky taste, sweet but not greasy, this unique flavor makes it a sweet memory of many people's childhood.
In the snack section of the supply and marketing cooperative, almond cream is often placed in a prominent position to attract children and their parents to buy. In addition to the regular almond cream, there are sometimes special editions, such as the addition of fruity or chocolate almond cream, which are also well received by customers. When choosing an almond cream, customers often carefully check the production date and ingredient list on the packaging to ensure that they are buying a product that is fresh and suitable for their taste.
Just as popular as almond cream were the plastic sandals of that era. These sandals are mostly available in bright colors such as bright red, lake blue, or bright green, with a simple yet functional design. The sandals have a thick sole and various small holes in the laces to increase breathability and make them more comfortable to wear. This design is suitable for hot summer days, and because of the durability of the material, it can often be worn for many years until the children's feet grow and change.
In the clothing section of the supply and marketing cooperative, plastic sandals are often placed close to the entrance in order to attract customers to the store. The peak sales of sandals usually occur in the early summer, when parents bring their children to pick out new shoes and prepare for summer events before school breaks. The sales staff will be on hand to assist with size selection to ensure that every little customer can find the right sandal.
In this shopping environment, the supply and marketing cooperatives are not just a place to sell daily necessities, but also a community center, where residents can exchange small things about daily life, share parenting experiences or the latest home cooking tips. Local elderly and young families often visit the supply and marketing cooperatives on weekends, making this place especially lively on weekends. Children play in the small open space in the corner of the store or try on new shoes with other children while their parents pick up groceries.
Fourth, the little helper of life: from the sewing machine needle to the thermos
In China in the 1980s, sewing machines were a common piece of equipment in every household, and supply and marketing cooperatives were one of the main places to obtain these necessities. At that time, the Peony brand sewing machine occupied a prominent position in the market with its stable performance and reasonable price. These sewing machines typically have a sturdy metal body and precise sewing capabilities, and are able to handle a wide range of thicknesses and types of fabrics, making them ideal for everyday household trimming and making new clothes.
The sewing machine area of the supply and marketing cooperatives is often filled with various models of Peony brand sewing machines, ranging from manual to foot-operated to motorized. Next to each sewing machine, there are usually detailed instructions and operating instructions to facilitate customers to understand its functions and how to use it. In addition, the supply and marketing cooperatives offer the sale of sewing machine needles and other accessories, including spools, sewing oils, and replacement pedal belts. These accessories are neatly displayed on nearby shelves for customers to choose from.
Sales and consulting services for sewing machines are usually provided by experienced salespeople. They show customers how to properly install sewing machine needles and how to perform basic maintenance, ensuring that every buyer is proficient in operating their own machine. During the buying process, the interaction between the customer and the salesperson is filled with practical technical exchanges, such as how to adjust the thread tension on the sewing machine or how to replace damaged parts.
In addition to sewing-related supplies, the cooperatives also sell various types of thermoses, especially push-type thermoses, which are popular for their ease of use. This thermos is designed with a top press button that pours out hot water with a single press, making it ideal for home use, especially for families with elderly or small children, making it safer and more convenient to use. Thermos bottles are usually made of stainless steel or plastic materials that keep the water warm for hours and keep the water warm for hours.
In the daily necessities area of the supply and marketing cooperative, thermos are placed in a conspicuous position, and there are small displays demonstrating how to use push-type thermos from time to time. The salesperson will show the customer how well the thermos is insulated and how to clean and maintain it to prolong its lifespan. When choosing a thermos, customers often choose the right size and style based on the size of the family and their specific needs.
5. Special memories of those years: Tiger Head brand flashlight and pasted window paper
Tiger head brand flashlights occupy a prominent position on the shelves of supply and marketing cooperatives, and are regarded as a must-have household and outdoor products. This type of flashlight is known for its sturdiness and durability, with a simple and practical design, and the main body is usually made of metal material, which has good drop resistance and long service life. The head of the flashlight is fitted with a strong light bulb that can provide long-range illumination, making it ideal for use at night or in dimly lit environments. Due to its high reliability, the Tiger Head flashlight is not only popular among urban households, but also an important exchange goods in border areas, sometimes even for food or other more scarce goods.
Next to the flashlight point of sale, the staff of the supply and marketing cooperatives will show how to properly install the battery and maintain the flashlight to ensure that customers can get the most out of it. Flashlights generally use ordinary dry batteries, which are easy to replace, and supply and marketing cooperatives also sell spare batteries. When customers buy a flashlight, they often ask questions about battery life and flashlight maintenance, and the store staff are patient to answer them to ensure that every customer understands how to extend the life of the product.
On the other hand, in the cold winter season, in order to resist the biting north wind, every household adopts the method of papier-mâché windows. Although this method is simple, it is extremely effective in blocking the cold wind. Supply and marketing cooperatives sell this special-purpose paper as well as adhesives such as paste. This kind of paper is generally thicker and has a certain amount of light transmission, which will not completely block the sunlight from entering the room. Residents usually buy enough paper and paste before early winter to prepare for winter.
Among the customers who buy the paper are skilled craftsmen, who share their tips on gluing windows, how to make the paper stick more firmly to the windows, and how to deal with small cracks that may appear on the windows. In addition, some customers will discuss the pros and cons of different types of paste, how to make their own paste to reduce costs, or how to add some common mold inhibitors to prevent the paper from getting damp and moldy.
In the supply and marketing cooperatives, the purchase and exchange of these daily necessities is not only a process of exchanging goods, but also an opportunity for community mutual assistance and experience sharing. Not only do people buy daily necessities, but they also gain social connections with their neighbors, which strengthens the cohesion of the community.
Yao Zhenmin,Liu Zhaoxia.On the value of today's supply and marketing cooperatives for the integrated development of urban and rural areas[J].Management Science and Research(Chinese and English Edition),2023,12(3):70-73