Finding Domestic Products: Old Ads, Memory and Identity

1. Finding Domestic Products: Old Ads, Memory and Identity ZhugeWeidong University of Chinese Academy of Sciences

2. “Domestic Boom” : • Some traditional brands have begun to return into people's lives. • Advertisements from the early 20th century, and updated version of old brands, have begun to appear in Chinese media.

3. Some traditional brands have begun to appear in Chinese media

4. Some traditional brands have begun to appear in Chinese media

5. 28th,May,2012

6. 8th,Oct.,2012

15. "domestic products, safe, nostalgic and cost-effective". • The 2008 Olympic Games, China's rapid economic growth, and people's nostalgia for traditional products have contributed to the formation of a domestic boom.

16. Old advertisements : • Memories of their childhoods and their own histories. • A combination of emotions from collective nostalgia, patriotism and pragmatism .

17. "Two Girls" advertising revival • Two Girls :original pioneer within China's domestic industry. • Founded in 1898. • In 2010, Shanghai Jahwa restored the "Two Girls" brand (Shanghai Vive).

18. In 1910, Kwan Huinong created a calendar for advertising skin care and perfumes. • In the 1930s, Kwong Sang Hong employed painter Hang Zhiying to create a calendar. • This calendar became a big hit in Shanghai.

19. Two Girls calendar, 1910 Two Girls calendar, 1930s

22. In the 1930s, Two Girls waged an advertising war against Hazeline

23. Ads of Hazeline, The Shun Pao, 12th, Oct., 1910 Ads of Hazeline, The Shun Pao, 9th, Jan., 1937

24. Ads of Two Girls, The Shun Pao, 11th, Feb., 1937 Ads of Hazeline, The Shun Pao, 9th, Jan., 1937

29. Baiqueling and the memory • Baiqueling(Pehchaolin) skin care brand was established in 1931. • Introducing a German recipe, and the success of China's first generation of skin care products was born. • Since the early 1930s, Pehchaolin skin care has been sold the major regions of China and across Southeast Asia.

31. Many early consumers have memories of Baiqueling,Baiqueling is always in the depths of people's memory, • In the seventies and eighties of the last century, consumer goods were extremely scarce, the small round tin packaging of Beiqueling cream was the only affordable skin-care products for thepeople.

32. In addition to nostalgy and the old products’ practicality, these are other reason forthe revival of the old brand,SK-II’s quality problem provides an opportunity for the rise of domestic products.

33. The domestic brands movement in history • Domestic products movement ,especially in the 1920s and 1930s.

34. Chinese students in religious schools often accepted Santa Claus gifts, gradually they “ got used to foreign pencil, foreign envelopes, letterheads, and foreign eraser, with deep interest, willing to buy, women got used to foreign face powder and talcum powder, more like hobby. ”

35. Advices for domestic makers: 1. standardization of products, 2. sophistication of products, 3. cheaper prices， 4. people in the same industry should help each other.

36. The reasons for the failure of domestic makers are: 1. the lack of business talent, 2. lack of management talent, 3. the lack of technical personnel, 4. the lack of skills.

37. The return of “tradition” • China's rapid economic growth also raises an awareness of traditional Chinese values • The similarity between China and Japan

38. Summary • Advertising as a cultural symbol awakens consumers childhood, memory. Nostalgia, patriotic feelings and pragmatism combine to convert white-collar workers and university students alike into loyal consumer. 2. Network has helped brand consciousness to penetrate into every corner ofsociety.

39. 3. International brands in the Chinese market are still in a period of adaptation. 4. After a period of adaptation and adjustment, state-owned enterprises in the areas of capital, technology, marketing and sectors are forming a new business model.

40. 5. Chinese society has begun to generate social nostalgia. Chinese society is facing a problem of identity crisis. 6. In comparison with domestic movements of the last century, the present domestic movement is still a new phenomenon to a certain extent, there are many aspects need to be examined.

41. References: • http://news.china-ef.com/20111009/270700.html • http://ent.1ting.com/movie/2008-4-15/084154865505.html • http://cjmp.cnhan.com/whcb/html/2012-10/08/content_5070809.htm • http://site.douban.com/125375/widget/photos/4818933/photo/1191038359/ • http://site.douban.com/125375/widget/photos/4818933/photo/1191039557/ • http://site.douban.com/125375/widget/photos/4818933/photo/1191038077/ • http://site.douban.com/125375/widget/photos/4818933/photo/1191038418/ • http://site.douban.com/125375/widget/photos/4818933/photo/1191039145/ • http://site.douban.com/125375/widget/photos/4818933/photo/1191038163/#next_photo • http://www.izhufu.com/aimei/l/1297393789.shtml • http://site.douban.com/125375/widget/photos/4818933/photo/1191038309/ • http://user.qzone.qq.com/34403909?ptlang=2052#!app=4&via=QZ.HashRefresh • http://foreverc.tmall.com/view_page-160280664.htm?spm=a1z10.4.3-3582871363.1.DHCaKe&prt=1318405357533&prc=1