At the beginning of the 20th century, China was in a period of drastic social change. The decline of the late Qing Dynasty and the budding of the Republic of China provided an opportunity for the invasion of foreign forces. Among them, British American Tobacco entered the Chinese market during this period, and quickly occupied a place in the Chinese tobacco market by taking advantage of its advanced tobacco production technology and huge capital advantages. During this period, cigarettes were not only a commodity, but also a tool of cultural invasion, influencing all levels of Chinese society.
In 1902, British American Tobacco opened a factory in Tianjin, marking its official expansion into the Chinese market. A young Chinese businessman, Zhang Hua (not his real name), witnessed this historic moment in Tianjin. He noticed that the foreign cigarette factory's efficient operation and beautiful packaging quickly attracted smokers in the city.
"You see, these foreign tobaccos are quickly gaining popularity, not only because of their quality, but also because of their unique marketing methods," Zhang Hua said during a discussion with a friend in a teahouse. Should we also learn from this to adapt to this changing market? The friend nodded, as if pondering the possibilities.
Over time, British American Tobacco launched several flagship brands, among which "Big Front Door" and "Hardman" became the star products in the market. At a market, Zhang Hua heard an old man selling cigarettes shouting to customers: "Big front door, big man's choice!" As long as you have 3 money, you can taste the authentic foreign taste! Customers were attracted by this unique slogan and flocked to it.
By 1934, in order to better adapt to the market and avoid taxes, British American Tobacco adopted a bold strategy - registered Yizhong Company under the name of Chinese businessmen, and completely localized the "Daqianmen" brand. In a tobacco shop in Tianjin, Zhang Hua listened to the owner describe the change: "The current front door is no longer entirely foreign. They began to adopt a more down-to-earth way, and even the packaging was changed to be more in line with the aesthetics of our people. ”
After the founding of the People's Republic of China, "Daqianmen" was designated as a state-owned brand and became a symbol of the new era. At a National Day celebration, Zhang Hua and his friends watched the five-star red flag fluttering on Tiananmen Square, and said with emotion: "Look at our big front door, from a foreign brand to the pride of the country, this is the proof of our country's self-reliance." ”
By the end of the 20th century, although the "big front door" was no longer the market leader, it still had a place in the memory of many older generations of smokers. In the home of an old smoker, Zhang Hua heard the old man sigh: "Although few people smoke the 'big front door' now, whenever I see the familiar packaging, I can always think of the smoke clouds of that era." ”
The story of "Daqianmen" is not only the history of the rise and fall of a brand, but also a microcosm of China's modern history. Between the impact of external forces and the awakening of internal forces, it witnesses the process of a country moving from passive acceptance to active integration and then to self-innovation. Behind every puff of smoke is the precipitation of a piece of history, a witness to cultural conflict and integration. As Zhang Hua can see, both external pressure and endogenous change are finally integrated into the unique context of this land. This is not only a memory of an era, but also in the process of continuous change and adaptation, to find and shape oneself, in order to win a place on the world stage.