Recently, some readers have reported to the Morning News that some bubble tea shops and publishing houses have engaged in joint activities, and have launched milk tea and peripheral products related to Mr. Lu Xun. So, what's going on here?
In this issue of the Morning News, we conducted an in-depth interview on the program "Shanghai Meeting Room".
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"Shanghai Meeting Room" program
Many stores of Lele Tea use the image of Mr. Lu Xun
The reader who broke the news provided the reporter with some pictures of peripheral products, with the image of Mr. Lu Xun on them. The reporter found that these peripheral products are related to the joint activities of Lele Tea and Yilin Publishing House, and the new product "Smoke Cavity Oolong" is jointly launched by Lele Tea and Yilin Publishing House.
Founded in 1988 and located in Nanjing, Yilin Publishing House is a brand publishing house in China.
Peripheral product pictures, using the acrylic stand of Mr. Lu Xun's image
The new product "Smoke Cavity Oolong" is jointly launched by Lele Tea and Yilin Publishing House
The reporter noted that the joint activity began on April 23 and will continue until April 28, which is World Book Day.
The reporter came to a Lele tea store in Wujiang Road Food Street, and the store placed posters, which had the image of Mr. Lu Xun and the words "Old Smoke and New Youth". When the reporter used the applet to order, the first thing that popped up on the page was Mr. Lu Xun's avatar, and he entered the operation interface to order and buy "cigarette cavity oolong", and the pocket book sticker presented by the milk tea shop also had the image of Mr. Lu Xun.
When using the applet to order, the first thing that pops up on the page is Mr. Lu Xun's avatar
A Lele tea store store has a poster
The co-branded event has a number of offline themed event stores in Shanghai. An offline theme activity store in Xuhui has a large number of event promotional materials arranged at the door, and Mr. Lu Xun's character image appears in many promotional materials, and from a distance, it is the image of Mr. Big. In the store, promotional materials are presented in orange, and are accompanied by peripheral products such as stands, co-branded cups, paper bags and theme brochures, and the operation table in the store is also pasted with the content of the event, with the image of Mr. Lu Xun and the words "Old Smoke Cavity New Youth".
After the two female customers purchased the "Drink Tea with Confidence" package, they received an acrylic stand card as a gift. The clerk showed them a co-branded custom document bag, which is part of the "Reading Matters" package, which will only be launched on April 26 and is an exclusive event for Meituan in Shanghai. According to the promotion of the event, the number of document bags is limited to 8,000. According to Lecha's introduction in the tweet, the total number of limited cups for this co-branded drink is 280,000, the number of limited paper bags is 100,000, and the number of pocket book stickers is 148,100.
An offline themed event store in Xuhui and the layout of the store
The small bookshelf of the offline theme activity store displays a number of books of "Lu Xun's Selected Collections".
The reporter found a small paper bookshelf in the store, on which a number of books of "Lu Xun's Selected Collections" were displayed, which were just published by Yilin Publishing House in October last year, with a total of 5 books. Starting from April 26, consumers will have a chance to win a book by participating in the "You Ask Me Answer" campaign, which is limited to 15 books per store per day.
Through the visit to a number of Lele tea stores in Shanghai in the past two days, the reporter found that Mr. Lu Xun's image is used frequently and intensively in the offline consumption scene of milk tea shops.
The "old smoke cavity" promoted on the poster is reminiscent of the "old smoking gun"
In an advertising tweet on April 23, Lele Tea said that the "Smoke Cavity Oolong" tea base is the same as the previously launched "Genting Smoke Cavity" product. However, the word "old smoke cavity" on the store poster is inevitably reminiscent of the word "old smoking gun".
Hu Baotan, the author of the Shanghainese novel "Alley", believes after checking the information:
The old smoking gun, also called "old gun" in Shanghainese. "Qing Barnyard Banknotes: Shanghai Dialect" (a collection of notes compiled by Xu Ke in the late Qing Dynasty and the early years of the Republic of China): "The old gun is also known as an opium smoker. "The gun is the opium gun, the tool for smoking opium, which resembles a gun. In "Shanghai Proverbs and Illustrations" (published by Shanghai Bookstore Publishing House), the fortieth article is "Old Gun", which talks about the harm of people eating opium and becoming "old guns". After the popularity of cigarettes (paper cigarettes), the old gun referred to people who were addicted to smoking. The term is sometimes a bit derogatory in Shanghai's daily life, after all, "old guns" must be annoying to people who don't eat cigarettes. Of course, "old gunslinger" is basically derogatory.
The promotional materials of the Lele Tea store are written with the words "Old Smoke Cavity New Youth".
The use of Mr. Lu Xun and his image in the tweet will inevitably make people think of the meaning of this "old smoking gun", after all, everyone has a deep impression of his smoking, otherwise why not use Li Bai? As an advertisement, I think it is still not suitable. Taking a step back, it means that the "smoke cavity" is okay, why should it be called the "old smoke cavity", and he also pulled Mr. Lu Xun, which obviously alludes to the "old smoking gun". Now is a new era, and the "new youth" should learn and inherit the spirit of Mr. Lu Xun, not the "smoke cavity" in the tweet.
Regarding the word "old smoking gun", teacher Ding Dimeng, an expert in Shanghai language and associate professor of the Department of Chinese at Shanghai University, believes that after this "old smoking gun" uses the alias "cavity", it is a bit ridiculous, and it is okay to make a joke, but it is not appropriate to publicize it in public and involve celebrities.
Such a statement is very absurd and disrespectful to Mr. Lu Xun
Jiang Haofeng, a senior media person and chief writer of "Xinmin Weekly", saw the joint activities between Lele Tea and the publishing house and the promotional pictures in the store, and his first reaction was "inappropriate":
First of all, Mr. Lu Xun's smoking back then had his own background of the times. Smoking is not a good habit for people today. In documentaries or film and television dramas, in order to reflect Mr. Big's activities back then, there were some scenes of Mr. Lu Xun smoking, which I believe the audience can understand and accept. But as far as the joint event is concerned, it is neither a TV series nor a literary creation, but just for marketing, which I think is extremely inappropriate.
The second is to take Mr. Lu Xun as the main body of marketing. As far as I know, when Mr. Lu Xun was writing, he generally liked to drink round fried greens, and he chose old leaves to make tea, and what exactly did he have to do with oolong tea, it remains to be verified. Therefore, putting Mr. Lu Xun and the main "smoke cavity oolong" together in the current advertising is likely to be inconsistent with historical facts, and such marketing is undoubtedly distorted and disrespectful to Mr. Lu Xun.
Thirdly, the phrase "old smoke, new youth" is very absurd in itself. What impact does this kind of rhetoric have on today's teenagers? I don't know if anyone who designed the slogan ever thought about it. Because smoking is prohibited in public places, traditional tobacco will eventually become a thing of the past, which is the consensus of the vast majority of people of insight.
The cash register of Lele Tea Store displays the words "Old Smoke Cavity New Youth".
Senior critic He Zhenhua saw the tweet title of the joint event, "World Book Day, Tribute to Lu Xun Literature", and said: "It's inappropriate, such a title is inappropriate, and it's obviously disrespectful to Mr. Big." ”
Regarding the joint activities, He Zhenhua believes:
During the World Book Day, the publishing house and the milk tea brand jointly organized an activity to put out such an advertising slogan, marked "tribute to Lu Xun literature", at least, I think it is very dazzling, even very heart-wrenching, where is this paying tribute to Lu Xun? It is clearly consuming Mr. Big.
If Mr. Lu Xun were alive, I believe he would definitely write an article to denounce: "Woohoo, Lu Xun, Lu Xun, how many advertisements, fake your name to do!" (quoted from "Just Set)" As for the "old smoke cavity" remark made by the activist in the tweet, I think there are no three hundred taels of silver here. What Mr. Big enjoys is the enjoyment of a cigarette in his hand, and Mr. Big's smoking gesture is also the standard of modern literary history. Mr. Big never plays with words, and I believe that it is more in line with Mr. Big's courage to simply not play homophony like this.
Tweets from co-branded events
Whether it is a cup of milk tea or a translation book, whether it is a frivolous advertisement that belongs to culture, does it prove that you are literate or exposes your lack of common sense? I can say unceremoniously that this is disrespectful to the cultural giants.
Consumer culture celebrities, pay attention to legal boundaries
Tao Weimin, a creative person in Shanghai's advertising industry, is the creator and lyricist of the advertising song "Reasons to Like Shanghai", Tao Weimin told reporters:
In fact, discerning people will not look at the number of views of the tweet and the comments below, but will be curious about the actual sales of this new product. Perhaps the original intention of the brand is to try to differentiate itself in the tea beverage category with the same "sauce latte".
But unfortunately, whether it is a young consumer group, or a person who has a minimum understanding of Mr. Lu Xun and the "new youth", in addition to determining that this tea brand has not had a single product with market influence for a long time to make this trick, I believe that not many people will try this product that uses the "old smoke cavity" to pay tribute to the cultural pioneers;
Lele Tea Store's new product "Smoke Cavity Oolong"
Miss Jian Jie, a senior female writer in Shanghai, has just held a World Book Day event, she usually likes to read Mr. Lu Xun's works, for the new milk tea products launched by this joint event, Miss Jian Jie told reporters:
I usually drink milk tea and mostly order fruit tea, and I don't like to try new ones, unless this new product makes me feel very delicious, or can satisfy my curiosity, such as this new cigarette cavity oolong product, which makes me really want to drink a cup. Mr. Lu Xun loves tea and smokes. He has always liked young people with ideas, and I think he wouldn't mind if he knew that contemporary young people gave him emojis and used his image to "endorse" milk tea, right? However, if Mr. Lu Xun's portrait is used in this way, does it need to be authorized and checked by Lu Xun's descendants or relevant units?
Regarding the joint activity between the bubble tea shop and the publishing house, a publisher said:
Is the milk tea circle rolled? Or does the milk tea also have a dream? Invite the "new youth" Mr. Lu Xun, who is never old, to bring the goods, this "smoke cavity oolong" milk tea, with an oolong tea base, and injected with organic milk. Let Mr. Lu Xun, who has his own IP traffic, come to the "platform", it seems that the merchant feels that "Lu Xun" has become the common cultural heritage of all mankind. However, to explore the cultural value of Mr. Big, we should also pay attention to the legal boundaries of consumer cultural celebrities.
Dear readers and friends, what is your personal opinion on Mr. Lu Xun's joint activities involving the bubble tea shop and the publishing house?