In 1993, CCTV people approached the famous songwriter Yan Su and asked him to write a "fake song."
That year's CCTV 315 party needed a theme song.
Yan Su was very worried about this. At that time, the most counterfeit goods were fertilizers and pesticides, and they could not get to the point, directly writing "fertilizers are fake, pesticides are fake", and you can't write watches, belts, shoes, and water heaters into songs, right?
He later recalled that when he wanted to go, he could only write a little hazy, and blurted the fake, bad, and deceitful things into a chaotic world that people needed to carefully identify.
In a flash of inspiration, he wrote:
Lend me a pair of wise eyes, let me see this disturbance clearly, clearly and truly.
A song "Seeing Flowers in the Mist", all in one go.
Na Ying later sang this "anti-counterfeiting song" in the name of love songs.
This is the biggest misunderstanding in the history of Chinese pop music.
But the distortion and misunderstanding doesn't stop there.
Twenty years later.
In 2013, during the live broadcast of the CCTV 315 gala, Apple in the United States had just been exposed to discriminatory after-sales policies in China. Movie star He Rundong was indignant and sent a Weibo condemnation:
Apple actually plays so many tricks after sales? Being a "fruit powder" is very hurtful. Are you guys doing the right thing to do? Worthy of the teenagers who sold their kidneys? Is it really a shop bully? About 8:20 rounds.
At the end of the article, the sentence "about 8:20 rounds" is on fire, even hotter than the apple itself that was condemned.
He Rundong, who supported "cracking down on counterfeiting", had to come out to continue to "fight counterfeiting": Weibo was stolen!
The world's deterioration began with too many fakes.
It is still an old song from twenty years ago, and it is sung well:
Looking at the flowers in the fog and the moon in the water, can you tell the difference between this unpredictable world? ...... Wen Cun is not necessarily considerate, do you know which sentence is true and which sentence is false?
The scene of the 2018 CCTV 315 gala.
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March 15, 1991, 8 p.m. CCTV's "Consumer Friends Special Evening" was launched.
Ten rights protection telephones were set up at the scene of the party.
Wang Bao'an, the director of the party, soon found that ten phones were simply not enough, and some viewers who could not make calls roared and brought goods with quality problems to the live broadcast site and asked for exposure.
"A retired veteran cadre came with a washing machine." Wang Baoan later recalled.
The Economic Department of CCTV once made a self-evaluation of this party:
Although the exposure is not large enough and the form is not perfect, in the period when China's economy is poised to develop, when Chinese consumers have tasted the sweetness of reform and opening up, and are also suffering from the pain of counterfeit and shoddy products, it has played a very good enlightenment role for consumers to correctly safeguard their own rights and interests... Consumers' awareness of rights protection has been awakened!
In short, the party can be called a hit, and it inadvertently opened the tradition of CCTV holding 315 evening parties. By this year, it is the 29th edition, and it has never stopped.
Inside CCTV, the 315 gala is known as the "Spring Festival Gala in the first half of the year". The difference is that the Spring Festival Gala shows its face and its value doubles; the 315 Evening shows its face, either dead or injured.
The 315 party was not created by CCTV out of thin air. It was founded with a specific background.
In the 1980s, the tide of reform set off, the market tended to prosper, and at the same time the sediment flooded.
In Xinle County, Hebei Province, an obscure county in northern China, the professional market for agricultural and livestock products has risen, and the problem of fake goods is also a headache. The local industrial and commercial bureau suddenly thought of setting up a "committee to safeguard the interests of the people".
One day, Yuan Rongshen, the director of the bureau, was reading a newspaper, saw the report on the "Reference News" about the American Consumer Protection Association, immediately consulted with the crowd, decided to learn from the United States, and changed the name of the institution in the pipeline to "Xinle County Consumer Interest Protection Association".
A few days later, the new association was officially launched, becoming the first "consumer association" in China.
The year was 1983.
By the end of the following year, the China Consumers Association, a national consumer protection organization, was finally established. A few years later, the China Consumer Association became the co-organizer of CCTV's first 315 evening party.
Half a year before the first 315 gala, there was a big news.
Hu Ping, then minister of state commerce, went to Hubei Province to investigate, and when he visited the mall in Wuhan, he spent 49.5 yuan to buy a pair of leather shoes. After less than a day of wearing it, the heel of the shoe fell off a large piece.
The water washed away at the Dragon King Temple, and the incident became a joke spread in the Ministry of Commerce.
Xinhua News Agency reporter Chen Yun overheard this joke and wrote a report after the interview, "The Minister of Commerce Buys Shoes and Cheats". Soon, the joke turned into big news, and more than 30 newspapers at or above the provincial level forwarded it.
Cracking down on counterfeiting cannot be delayed.
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Public opinion has been heard, the party has been held, but the law has not yet.
Who would have thought that this kind of paradoxical upside-down situation would later become a footnote to the Chinese style of counterfeiting.
In March 1992, nearly 600 deputies to the National People's Congress submitted more than 20 motions, calling for the formulation of special regulations to protect consumer rights and interests as soon as possible.
In just one and a half years, the Law of the People's Republic of China on the Protection of Consumer Rights and Interests was unanimously passed and promulgated, which is a speed.
At this time, the CCTV 315 evening party has been held for three sessions, and word of mouth is bursting.
At that time, some media commented that the people's favorite thing to watch was the Spring Festival Gala, and the most wanted to see the 315 Gala.
Wang Baoan, director of the 315 party, said that in 1993, the party was "of high standard, not only a dozen ministers came to the party to be interviewed... In addition to the opinions of the editors and directors, the leading power in the selection of program exposure content has also been transferred from the mass organizations in the past to the hands of government departments. That is to say, the State Bureau of Technical Supervision, a functional department of the government, cooperates with us to complete this work... The 315 party was transformed from the behavior of the masses into the behavior of the government."
Since then, the 315 evening party has ended the initial stage and officially realized the dual sword of public opinion and power.
At that time, the temple and the rivers and lakes were not separated.
In early 1995, a year after the implementation of the Consumer Rights protection law, Wang Hai, 22, wanted to test its power.
As one of the drafters of this law, He Shan once said in public with great pity that it seems that the "Consumer Rights and Interests Protection Law" has not been implemented well, and it has been more than a year, why has no one come out to buy fake goods?
This law clearly stipulates that "one fake pays one", but in the years when counterfeit goods are rampant, no one has even sacrificed this provision to claim compensation from counterfeiters.
The times eventually pushed Wang Hai, a young man who dared to take risks, to the position of a volunteer propagandist for popularizing the law.
Wang Hai first bought two pairs of Sony headphones at the Longfu Building in Beijing, and soon realized that this may be a fake. Immediately after, he knew that he was fake and bought 10 pairs in one go. Subsequently, he complained to the Consumer Association and launched a claim against the mall.
Although it took a lot of effort to prove that these headphones were fakes, in the end, Wang Hai still got 800 yuan in compensation from the mall.
After tasting the sweetness, Wang Hai began his professional career in counterfeiting.
He frequently bought fake goods such as belts, wallets, and headphones in some stores in Beijing, and then claimed compensation from merchants in accordance with the Consumer Rights and Interests Protection Law.
This year, Wang Hai's limelight even overshadowed the 315 party of that year.
In the public sphere, Wang Hai is portrayed as two faces: the media calls him a "hero who fights counterfeiting," and businesses call him a "diaomin."
At the end of the same year, Wang Hai won the "Consumer Counterfeiting Award" issued by the China Foundation for Consumer Protection, with a prize of 5,000 yuan.
He was the first person to receive the award.
Li Yanzhi, then president of the China Foundation for Consumer Protection, said:
Wang Hai's anti-counterfeiting action is conducive to the implementation of the Consumer Rights and Interests Protection Law. The purpose of the "Consumer Anti-Counterfeiting Award" set up by the China Consumer Protection Foundation is to support and encourage more Wang Hai-like consumers to actively participate in the anti-counterfeiting work, drive counterfeit and shoddy goods out of the market, and effectively protect the interests of consumers.
After that, Wang Hai changed from a person to a phenomenon. In many cities across the country, there have been local versions of Wang Hai.
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Today's young people have a hard time understanding how popular a grassroots dummy who is used to wearing sunglasses was red.
In 1996, CCTV's "Tell the Truth" was launched, and Wang Hai was invited in the first issue.
"Tell the Truth" was launched, starting with the "Wang Hai Phenomenon".
Cui Yongyuan, the host who now cracks down on counterfeiting and exposing the unspoken rules of celebrity contracts on Weibo, turned the studio scene into a debate on the Wang Hai phenomenon.
A spectator at the scene, a staff member of the Complaint Supervision Department of the Consumer Association, said: "I think we should put forward a slogan, that is, I hope that thousands of Wang Hai will stand up and supervise the market economy and promote the healthy development of our socialist commodity economy." ”
These words were immediately angered by Xiao Zhuoji, a professor of economics at Peking University: "If you want people like Wang Hai to protect the rights and interests of consumers, then where is your responsibility?" The emergence of wang hai this phenomenon, in a sense, also shows that your work is not enough. ”
After speaking, the applause from the audience was thunderous.
Looking at it now, the annual leave of absence is no longer a direct economic problem, but a mysterious and mysterious philosophical proposition.
Many years later, the China Consumer Association named dozens of overlord clauses in various industries such as commercial housing, telecommunications, postal services, and automobiles, but the targets of the naming were silent and ignored one by one. Dong Jingsheng, then deputy secretary general of the China Consumer Association, sighed helplessly:
"This is not the embarrassment of the consumer association, but the embarrassment of the whole society."
The China Consumer Association co-organized the 315 party to support the Wang Hai phenomenon, because it was too weak in itself.
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The 315 party has been marching forward for many years, forming a huge deterrent to enterprises, but it is inevitable to encounter embarrassment in the critical year.
In 2009, a month before the 315 party, the head of a listed company rushed back to the Beijing headquarters from abroad. He read the media monitoring report and sent people to visit CCTV to look for clues. He told the management team:
"Once our painstaking brand is on the 315 gala, it will disappear overnight."
But that year's 315 party made the head of the company feel docile and amiable.
The year before, China had seen the most high-profile incident of poisoned milk powder in history. Public anger over food safety has been built to the limit.
But the 315 party that turned over the New Year was suspiciously bland.
At that time, a choreographer of a local satellite TV expressed his opinion, and the rhetoric was fierce:
At one point, we saw justice, bravery and responsibility at the 315 party, and it can be said that the 315 party is a milestone in consumer rights protection. Nowadays, the entertainment of the party has been enhanced, the commerciality has been magnified, and the original intention of establishing commercial integrity and calling for legal rights protection has been diluted.
Throughout these years, people have found that none of the major events in the field of consumer safety have been revealed at the 315 evening.
Some began to doubt the independence and objectivity of the 315 evening.
The appearance of the sponsor of the 315 party has left a back door for companies that are afraid of being named. Fang Zhouzi, a counterfeiter, has publicly questioned that the CCTV 315 evening party frantically advertised the Putian health care product "Zhenao nucleic acid", which is tantamount to aiding and abetting abuse.
Questioning is useless.
In 2016, Hungry Was Exposed by the 315 Evening Party Black Heart Workshop, the company's internal personnel are not angry, thinking that it is a common disease in the takeaway industry, why only selectively expose a platform. The microblog was subsequently deleted.
Others began to criticize the public opinion hegemony and selective coverage of the 315 evening.
In 2012, the 315 party exposed McDonald's selling expired products: a pair of chicken wings that were stored for 30 minutes, more than 1 hour and 24 minutes after the shelf life, were still selling, which was intolerable!
After the report, there was a voice in the field of public opinion to support McDonald's, and McDonald's stock did not fall but rose.
The 315 party ignored the more serious food safety problems, but repeatedly did some nitpicking exposure, and finally caused a public backlash.
In the field of communication studies, there is a special term called "confrontational interpretation". The public knows what CCTV wants to do, and then they deconstruct the meaning in a way that is completely contrary to their intentions.
In 2013, the "about 8:20" oolong incident once again triggered the collapse of the credibility of the 315 party.
Although the general director of the party came out to explain that there was no black curtain at the 315 party, the public still believed that this long-established "anti-counterfeiting" party had to fight counterfeiting for itself.
In 2014, Guo Zhenxi, then director of CCTV's financial channel, was arrested for accepting bribes, involving more than 2 billion yuan.
Guo Zhenxi has planned the 315 party many times, and his fall has vaguely unveiled the dark corner of the party, and sat down to confirm the public's doubts about the degeneration of the party into a power rent-seeking field over the years. The Paper reported at the time:
Guo Zhenxi has always been regarded as a heavyweight in the television industry. He has worked in CCTV for 22 years, serving as the head of the two core departments of CCTV Financial Channel and Advertising Center. On CCTV, people all know Guo Zhenxi's way of making profits: that is, the left hand uses the "3.15 party" to suppress enterprises, and the right hand relies on the "annual economic figure" to win over enterprises, forming a unique red and black wealth collection technique.
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The temple hides dirt and grime, and the rivers and lakes are bloody and rainy.
The 315 evening party, as a temple party, every year a number of government departments send people to attend the on-site office to implement and realize the will of state power. However, it gives the impression that it is better at using high-intensity exposure to mobilize public opinion and stimulate public anger, so as to achieve moral hanging of the exposed.
On the contrary, Wang Hai, who came from the rivers and lakes, became loyal fans of the law. Knowing that the fake is buying a fake, all claims are based on the law as a weapon.
After Wang Hai became famous, he established a professional anti-counterfeiting company and published a best-selling book. But in the early 2000s, he had 10 years to disappear from the public media.
Later, a reporter asked, what have you been doing all these years? Wang Hai said calmly, I have been fighting counterfeiting.
His crackdown on counterfeiting and income generation has long since ceased to require public attention. In his words, as long as you understand the law and master the unique skills, you will do it.
The risk comes from retaliation.
At the end of 2013, Huang Lirong, a lawyer employed by a counterfeiting company, used telescopes and cameras to monitor and collect evidence at the Forbidden City Traditional Chinese Medical Center, and was found by the other party, and was beaten violently, with 10 rib fractures and liver ruptures.
Huang Lirong was finally abandoned on the street.
Wang Hai repeatedly told reporters about this violent retaliation incident, and his heart palpitated:
"This was originally a case that found us, but we didn't take it, Huang Lirong just went to our company to apply, heard this, and went to contact the other party to take it."
Since then, his original anti-counterfeiting team of more than 200 people has voluntarily shrunk to more than 30 people. He participated in the TV program recording, the host asked him to take off his sunglasses, he refused, said:
"It's risk management."
With the title of "China's first person to crack down on counterfeiting", Wang Hai is also becoming more and more realistic. He was accustomed to seeing this jianghu person coming in and out, everyone, some doing technology, some doing appraisal testing, and some people from the Industrial and Commercial Bureau, working during the day and playing fake at night.
It is profiteering, not justice, that involves all kinds of people and so on.
"Cracking down on counterfeiting has never had anything to do with justice, and only by making money can we be more noble." Wang Hai, who was quite idealistic in his early years, now speaks exactly like this era.
In their circles, the story that circulated was always: whoever drove a Porsche again.
In 2009, the Food Safety Law of the People's Republic of China was promulgated, which stipulated the highest standard in history of "false one pays ten". Professional counterfeiters came after profit, and after ten years, the professional counterfeiting grand situation in the late 1990s reappeared.
Huge profits are in front, and professional counterfeiting and extortion are only one step away.
Some professional counterfeiters who have lost their bottom line are quickly punished. A number of professional counterfeiters, such as Zang Jiaping and Liu Jiang, were imprisoned for extortion.
The Beijing News once interviewed Wang Quanzhong, a professional counterfeiter, and Wang Quanzhong said that Wang Hai was very cautious in interacting with friends and never took any friend to his home.
Once Wang Hai sighed to them, "Friends are all over the world, how many confidants are there?" ”
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Since the first CCTV 315 gala in 1991, China's consumer rights protection has been nearly established.
Although, from the applause of the crowd to the fall of the altar, the 315 party finally took a parabola.
But there is no denying that its influence remains strong. Wang Zhi'an, a former investigative reporter at CCTV, pointed out:
The ability of Chinese media to supervise public opinion is not due to the content exposed by the program, but more reflected in who is exposing and on which platform.
Right to speak is more important than anything else.
Wang Hai published a book that year, named "I Am a "Diao Min". Diao Min is the ancient government's contempt for the people who are not controlled by order, and the merchant who was initially counterfeited took it to vilify him, and he also used it for himself, which immediately dissolved the negative meaning.
But he still emphasizes in the book that he came from a family of loyalty and goodness.
Origin is also very important.
In 1992, at the second 315 party, CCTV exposed the quality problems of 8 cosmetics companies such as Xiafei, resulting in a sharp decline in sales of the latter.
Xiafei was one of the leading enterprises in the domestic cosmetics industry at that time, believing that the products met the regulations of the Ministry of Light Industry and had no quality problems, so she accused CCTV of "destroying famous brands" and "destroying the national industry".
Yang Weiguang, then director of CCTV, also made it clear:
"Done right, the Heavenly King Lao Tzu is not afraid to intercede, no matter how much pressure, CCTV must also top."
The matter alarmed the State Council, light industry, health, commerce and other departments held a meeting to mediate, believing that CCTV exposed Xiafei's product packaging problems, is a nitpick, forgetting that the current main task is to combat the problem of counterfeiting and shoddy, not to pull the product packaging of small braids. "For problems that do not hinder the overall situation, enterprises cannot be allowed to suffer losses..."
Many years have passed, and some things have not changed.
bibliography:
1. Wang Xuelian, editor-in-chief: "3.15" Memorandum", China Economic Publishing House, 1999
2. Wang Hai et al., "Wang Hai's Self-Description: I Am a "Diao Min"", Writers Publishing House, 1997
3. The Paper: "Guo Zhenxi's Circle of Friends Dividends, Black Series, Serving as Director of Financial Channels for 8 Years to Earn 2 Billion", June 17, 2014
4. Shen Zhimin, "Wang Hai, the first person to fight counterfeiting: from two pairs of fake headphones to 300,000 "starting price for cracking down on counterfeiting", Beijing News, March 23, 2015 A12-A13 edition
5. Wei Changwei and Tang Huihui, "The Governance of Embedded Rituals and Its Effects: An Analysis Based on the CCTV 3.15 Evening Party", Gansu Theoretical Journal, No. 5, 2018