As we all know, Premier Zhou worked very hard for the country, often working overtime until late at night. At his desk, there was always a bag of milk candy to accompany him.
Working overtime until late at night, the body is often in a state of exhaustion. Premier Zhou will eat a milk candy from time to time to relieve the fatigue of the heart.
In this way, this milk candy has become a good partner for Premier Zhou's overtime!
In addition, it has appeared in many film and television dramas, such as 2006's "Soldier Assault", through which the milk candy shows brotherhood.
For example, "You at the Same Table" and "The Love of the Hawthorn Tree" interpret the youthful love of ignorance and shyness.
No one could have predicted that Premier Zhou's favorite milk candy also contains our collective memoirs of the post-80s and post-90s generations, which is the white rabbit milk candy that everyone knows.
When it comes to the sweet white rabbit milk candy, you can't help but think of when you were a child, every day after school, you will always buy two fragrant white rabbit milk candies before passing the stall at the entrance of the campus, one for yourself, and the other will be distributed to good friends.
Peeling off a thin layer of sugar paper, I stuffed the rectangular milky white sugar into my mouth, and my mouth was filled with a thick milk fragrance, and I ate it while walking, and my mood was beautiful.
It seems to have been accompanied by the memory of their own small town, integrated into everyone's growth story, and has become an indispensable warmth.
Even people who don't like to eat sugar will probably not be unaware of the existence of white rabbit candy.
As everyone knows, the white rabbit candy that can be eaten in any corner of the world today was a luxury that could not be grabbed in line before!
The birth of the great white rabbit sugar milk candy can be traced back to Shanghai in 1943. At that time, a kind of milk candy in Britain was popular on the streets of Shanghai.
The taste of this milk candy is fragrant and sticky, and it is deeply loved by Shanghainese. It is precisely because of this sugar that the Chinese people's cognition of milk candy has been opened.
However, this milk candy in the United Kingdom is exclusively distributed by Shanghai Yongan Company and is still an imported product, the price is quite expensive, and those who can afford to eat this candy are rich people in Shanghai.
It is said that all the raw materials are imported, produced by hand, and a small packet of sugar can be sold for half the ocean.
At that time, an ordinary worker's monthly salary was only four or five oceans, how could he afford to buy a small bag of British milk candy?
(Aimisi Candy Factory was renamed Aimin Candy Factory later)
The limitations of the British milk candy audience market have allowed Feng Baiyong, a shrewd businessman in Shanghai who runs the "Epixie Candy Factory", to see a huge potential business opportunity.
He tried this imported magic milk candy alone, and the taste was suddenly loved and recognized by Feng Baiyong.
In order to allow the majority of users to eat a unique taste of milk candy, Feng Baiyong after half a year of research, finally imitated Chinese his own authentic local milk candy.
Milk candy itself has it, so how to make the majority of users like it? So Feng Baiyong conducted a study on product packaging, how to design a packaging that does not lose its international standard and is deeply loved by children?
So Feng Baiyong borrowed from the American Disney Mickey Mouse and designed a sugar paper packaging with a red Mickey Mouse pattern, which was named "abc Mickey Mouse Candy".
This candy packaging fashion is tall, eye-catching bright red tone, more importantly, the price is cheaper than imported milk candy, breaking the fixed concept of "only rich people can afford to consume", so it is loved by the majority of users.
Unfortunately, the 1950s coincided with the criticism of the idea of admiring foreign countries, and the patriotic health movement rose up to "eliminate the four evils".
Street rats, everyone shouted and beat, Feng Baiyong factory employees have worried that the image of "Mickey Mouse" will have a negative impact, thus affecting the factory's income generation.
So they came up with the idea of replacing Mickey Mouse with rabbits. In that era, the image represented by the rabbit was lively and kind, and belonged to a natural "positive image".
Feng Baiyong invited Wang Chunyan, the father of the "Great White Rabbit Milk Candy" design. He studied in the art group of Shanghai Children's Palace as a child, and gave up his education because of his sensitive period when he grew up.
By chance, he became an apprentice in a candy factory, using his painting function to modify the packaging for abc Mickey Mouse milk candy.
In 1956, a new brand "Great White Rabbit Milk Candy" was born, and in 1959, it was presented as a gift to the tenth anniversary of the National Day as a result of self-reliance, so it became the "National Milk Candy".
The outer packaging that meets the taste of China, the price of grounding gas... For a time, the great white rabbit milk candy became a hot and sought-after commodity.
Unfortunately, because the raw materials in the planned economy period were all planned rations, the output of white rabbit milk candy was not high, and there was only one or two tons a day.
After the production of the candy factory, it must be handed over uniformly, and then assigned to three or four supply points such as the first food store on Nanjing Road and the second food store on Huaihai Road, and it also needs to be purchased with a ticket. Some suppliers come all the way to purchase, and if the purchase is not large, they usually eat behind closed doors.
In this way, the ration of fixed-point supply makes the white rabbit milk candy belong to a luxury that money cannot buy.
Therefore, the white rabbit milk candy of that year was like the current Spring Festival train ticket, which was simply a sugar that was difficult to find, especially during the Spring Festival.
Also, being able to buy and eat the white rabbit milk candy is a noodle thing. In the words of Yao Xilin, the former workshop director of Shanghai Aimin Candy Factory, Yao Xilin: No white rabbit milk candy is bad.
At that time, the great white rabbit milk candy was already well known to everyone, and a national event laid the foundation for its status as the "representative of the first generation of domestic candy".
In 1972, during the Cold War, US President Richard Nixon visited China and came to Shanghai to "fight the pre-war" and the American entourage tasted the great white rabbit milk candy and praised it.
To this end, the factory also drove out 500 kilograms of white rabbit milk candy overnight, so that the American advance team each brought ten pounds back to China. Since then, among the snacks purchased by Americans at Easter, the white rabbit milk candy is one of the must-haves.
I can't imagine that a single piece of milk candy can ease the relations between the two countries and fight for a breath for our country.
"Seven big white rabbit milk candies, can mix with a glass of milk"!
An advertising slogan makes the brand and quality of the great white rabbit milk candy penetrate people's hearts thoroughly. Many parents will use the great white rabbit milk candy as milk to supplement their children's body nutrition.
But as time passed, the taste of the great white rabbit milk candy seemed to pass with it.
Many loyal consumers have reported that in addition to their own familiar outer packaging and wrapping sugar coating, the milk candy itself is not as viscous and soft as before, and its own strong milk flavor has also faded.
Is this really the case? Unable to identify. Maybe the great white rabbit has never left us, but the unique taste is difficult to copy, or there is a deviation in the hand, or we have long lost our initial expectations for this taste...
However, Yunhe only knows that the current white rabbit milk candy packaging has become diversified, with gift boxes, milk bottles, sugar-type gift jars...
Change comes and goes, just changing the outer packaging. I have to say that the application of old ideas today is no longer feasible.
After all, in this era, user tastes are more diverse, and clinging to one flavor is unable to meet user needs. I hope that the white rabbit milk candy can maintain sales and popularity at the same time, and constantly make appropriate changes, so that consumers have always been loyal.
Otherwise, it is to say goodbye to us and this era!!!
Author | Zhao Yunhe
Source | Home of e-commerce