Chapter 191: 190, For Taishan Brand Red Army Cigarettes, Republic Of China Advertising War
The barrier of the landslide lake was blasted open, and the lake water was released, but it also formed a torrent that rushed downstream.
Fang Wen circled in the air piloting the Shrike Hao.
The water dragon rushed downstream along the Min River gorge river channel.
Fortunately, the bombing was designed very cleverly, only damaging a small part without destroying the entire landslide lake barrier, so the released water was not too much.
The sweeping water dragon flooded parts of the riverbank but did not cause damage to most villages and towns. Only a few low-lying areas saw the water level rise by about half a meter to one meter above the bank.
This damage would recover as the water level receded and was not permanent.
Moreover, the villages and towns downstream knew that the barrier was going to be blasted, and those who lived by the river all year round were naturally aware of the danger and had fled to higher ground, so there was no loss of life.
After observing the entire route, Fang Wen found that the bombing of the landslide lake barrier was surprisingly effective, which relieved him greatly. He then piloted the aircraft to land in the county town.
After landing, he explained the situation along the way.
The county magistrate was stunned: “It’s done already?! I thought it would take a few trips to get it done.”
“Yes, it’s really blown. Go and check the Min River channel; it should be rising.” Fang Wen replied.
“On behalf of all the common people in the county, I thank you again.” The county magistrate said, and then hurried out of the county town with his men to observe by the river channel.
Four experts also followed.
Fang Wen smiled and said to Pan Jiafeng, “Let’s go and take a look too.”
The two then came to the Min River.
Many people had already arrived after hearing the news.
They watched a water dragon sweep in from upstream, filling the nearly dry riverbed. As the water level continued to rise, people became somewhat fearful and retreated.
After more than half an hour, the water level stopped rising, meaning the landslide lake upstream had been successfully drained to a stable level.
After resolving this major problem, Fang Wen discussed with the four experts.
“Now that the crisis is resolved, we should go back and not delay their post-disaster work.”
Everyone agreed, and they bid farewell to the county magistrate.
Hearing that they were leaving, the county magistrate tried to persuade them to stay, but eventually thanked them and saw them off.
Pan Jiafeng piloted the Boeing 247, and Fang Wen piloted the Shrike Hao. They took off one after another and flew to Wuhan.
After refueling in Wuhan, they flew to Shanghai.
In Shanghai, a celebration party for the end of the Taishan Airlines disaster relief effort was to be held, and everyone involved would attend.
The four experts were naturally invited to attend this celebration.
The celebration was held in the communal canteen of Taishan Airlines.
Due to the participation of people from various places, the canteen did not have enough tables and chairs, so they borrowed some from outside eateries.
In the packed canteen, everyone sat down at their tables.
Fang Wen, the four experts, his wife Kuang Mingzhu, Pan Jiafeng, Shopkeeper Liu, Sun Debiao, Huo Duanyang, Fang Shouxin, Shunzi, Shao Sishen, Howard, and William, a total of 15 people, were seated at two tables in the middle.
Kuang Mingzhu said softly, “Mister, please say a few words, so we can begin the meal.”
Fang Wen nodded and stood up.
Immediately, someone reminded them, and the noisy chatter ceased.
In the quiet canteen, Fang Wen said loudly, “From the moment we learned of the great disaster in Sichuan the day before yesterday to the resolution of the problem, we at Taishan Airlines took only 4 days to complete the preparation and transportation of disaster relief supplies. This shows that we at Taishan Airlines are the most outstanding collective, capable of accomplishing what others cannot. I am proud of you all.”
His words ignited the sense of honor of Taishan Airlines, and everyone agreed with his statement.
They truly felt they were excellent and had a sense of honor and belonging to the company.
Warm applause erupted.
After the applause, Fang Wen smiled and announced, “Then let’s start the meal. Let’s have a good meal to feast our appetites. I’ve been craving good food these past few days.”
Amidst laughter, Fang Wen returned to his seat, shared a drink with his close circle of members and the four experts, and then began to eat.
He was truly hungry. For the past few days, he had been fully dedicated to disaster relief, with no time to care about what he was eating.
The four experts were quite moved. They greatly admired the peculiar demeanor displayed by the employees and the entire collective of Taishan Airlines.
The young geology professor couldn’t help but ask, “General Manager Fang, how is it that the employees of your airline company are so disciplined and efficient in their actions?”
The older geology professor nudged his colleague. How could such unique and profound secrets be revealed to outsiders?
Fang Wen didn’t mind and calmly replied, “It’s very simple: generous rewards, good welfare, strict company regulations, and clear job responsibilities allow them to perform well in their respective specialties.”
He said it simply, but was it really that easy to achieve? The four experts did not think so.
However, there was no need to dwell on this matter; there was only one Taishan Airline Company in China.
They were more concerned about the subsequent disaster relief, as Taishan Airlines had donated so many disaster relief supplies.
Fang Wen said frankly, “We can’t get involved in the disaster relief. Whether it’s good or bad, don’t worry about it. Just think positively.”
This was the best approach: do your best, and there’s no use agonizing over what you can’t control.
The news that Taishan Airlines had suspended operations for three days for disaster relief eventually spread to the outside world.
Initially, people did not believe such a thing and thought it was a cover-up for some necessary business closure by Taishan Airlines.
Perhaps there had been an accident.
This kind of news attracted many newspapers. As reporters interviewed, the truth turned out to be that it was indeed for disaster relief.
With all the evidence gathered, it was undeniable, causing several newspapers to be filled with solemn respect and to specially write articles reporting the matter.
《 Taishan Airlines Breaks Rumors to Act, Suspending Operations for Three Days to Fully Support Disaster Relief, Demonstrating Great Righteousness 》
《 Debunking Rumors and Praising – Taishan Airlines’ Three-Day Suspension Was Truly for Sending Warmth to Disaster Areas 》
《 The Mystery of “Suspension” Finally Solved, Taishan Airlines’ Righteous Act of Disaster Relief Receives Overwhelming Public Acclaim 》
Only Fang Wen’s act of blasting the landslide lake barrier was not reported. The reason for this was that Fang Wen had specifically sent people to ask several newspapers not to report it.
He did not need such honor now; he had done it with a clear conscience.
Back on track, he was coordinating and making various arrangements.
There were many matters, all of them important.
Among them was the Red Third Army trade cigarette that had just entered the market.
Sales of Taishan Brand cigarettes had to be arranged. This brand, nominally produced by Taishan Airlines itself, was related to the income sources of the Red Third Army, so it had to be done well.
Fang Wen handed over the management of the distribution company to Sun Debiao as compensation for his adventure in the North.
Sun Debiao was initially hesitant to accept, always saying he was a rough person and not suited for such respectable work.
Fang Wen did not believe this excuse. Sun Debiao’s ability to go undercover in a northern business firm disguised as a bandit was proof of his capability, and this capability might not be unsuitable for the aviation distribution company.
With his encouragement, Sun Debiao gradually adapted to the business management of the distribution company, finding it not difficult. The main task was to understand the situation in the five major cities and ensure the distribution channels were as complete as possible.
Sun Debiao got into the groove and took on a task.
He was tasked with having the Taishan Airlines Distribution Company, which managed sales channels in five major cities, to distribute Taishan Brand cigarettes to retail outlets of all sizes.
This was not difficult.
However, besides comprehensive distribution, cigarette sales also involved advertising and promotions.
In the Republic of China era, advertisements mainly consisted of newspaper and periodical advertisements, radio advertisements, movie advertisements, and outdoor advertisements – these four types.
Cigarette brands were fiercely competing in these four advertising areas, and Taishan Brand cigarettes joining the battlefield would not yield very good results.
Therefore, the distribution company found it difficult to achieve much in this regard. Sun Debiao, having been unsuccessful, reported back to Fang Wen.
The flight from Nanchang to Shanghai arrived, and passengers disembarked one after another.
Sun Debiao also got off the plane, using the employee passage.
After stating his employee number and being recorded by the staff at the employee passage, his airplane ticket was stamped, signifying the completion of the internal reimbursement process.
Pocketing his ticket, Sun Debiao walked out of the airport and headed to the Taishan Airlines Headquarters.
He looked at the three-story headquarters building and couldn’t help but sigh.
Taishan Airlines was now flourishing everywhere with industries in various locations, yet Shanghai remained the same old way.
The General Manager was truly too frugal!
After his contemplation, Sun Debiao went up to the third floor and knocked on the door of the General Manager’s office.
“Come in, the door is unlocked.”
As Sun Debiao entered, Fang Wen had just finished signing a document and handed it to Qiu Ju.
After Qiu Ju left, Fang Wen asked, “How is the progress of the distribution company?”
“After the Taishan Brand cigarettes were distributed, sales increased very slowly, currently only one-fifth of other consignment items,” Sun Debiao stated the current situation and then suggested, “General Manager, why don’t we stop supplying those best-selling cigarettes and focus on promoting the Taishan Brand?”
Fang Wen looked at Sun Debiao in surprise. This idea was too aggressive. While it would surely yield good short-term results, it would alienate other commercial partners in the long run, potentially leading to retaliatory actions in the future.
Taishan Airlines did not need to make more enemies in this way; there should be a better solution.
He asked, “What about advertising and promotion?”
Sun Debiao took out several documents from his shoulder bag and placed them on Fang Wen’s desk, “These four are the advertisements we’ve paid for so far. The results are all mediocre. Please take a look.”
Was the competition for tobacco advertising so fierce these days?
Fang Wen picked up the documents to examine them.
The documents contained text and cutouts of advertisements pasted on them.
They looked good, but the effect was very poor.
This showed how fierce the advertising competition was due to the high profits in the tobacco industry.
He rubbed his forehead, “Alright, let’s think of other methods.”
Sun Debiao hesitated but did not leave. Instead, he made another suggestion.
“General Manager, I think advertising is something done by cultured people. Since we are paying for advertisements, we should hire the best literati; they are the experts in this.”
That was true. However, the previous Taishan Airlines salon had ended unhappily, offending a group of Shanghai literati. Fang Wen was unsure if anyone would help.
He did think of two people and immediately wrote a letter, asking Sun Debiao to take it into the city to find Mr. Liang and Mr. Lin, to see if they could help.
Sun Debiao took the letter and went directly into the city by shuttle bus, finding the residence of the two gentlemen.
A gathering was being held there, with over a dozen people sitting around in the living room, talking amidst swirling smoke.
He was led into the living room by Mr. Lin to wait. Mr. Liang opened the envelope, took out the letter, and read, “Taishan Airlines’ Fang Wen requests assistance from Mr. Liang and Mr. Lin.”
After reading the first sentence, Mr. Liang laughed, “Did you all hear that? General Manager Fang of Taishan Airlines also needs to ask for help. I thought he knew everything.”
Mr. Lin chuckled and lightly hit her husband’s shoulder, “Continue reading, don’t be silly.”
The remaining content was not much, merely a request for Mr. Liang and Mr. Lin to help with some advertisements, with the requirements being flexible and the remuneration generous.
In response, the attendees of this impromptu salon were greatly interested.
It wasn’t because of the remuneration, but rather because of Fang Wen’s actions during the landslide lake incident.
They had a strong sense of ancient chivalry towards someone who acted righteously without seeking fame, and they were willing to help for free as a return for Fang Wen’s virtuous deed.
Three days later, Sun Debiao brought three advertising proposals.
The three were for newspaper, radio broadcast, and outdoor advertisements.
Fang Wen picked up the first one to look at.
The first was a newspaper advertisement, with a special note that the first placement could be in Shen Bao.
This was likely done by someone from Shen Bao.
Fang Wen smiled slightly and continued reading.
The title was 【 Taishan Smoke and Clouds · Leisurely and Content 】
A man and a woman sat opposite each other, smiling at each other, each holding a cigarette, with smoke rings drifting upwards.
It also came with advertising copy.
【 In this war-torn prosperity, to find a sense of tranquility and far-reaching aspiration, look no further than Taishan Brand cigarettes. Taishan is majestic, with clouds and mist swirling; its smoke is the same. Take a puff, and it feels like you’re on the peak of Taishan, your heart opens up, and all worries vanish. Taishan Brand cigarettes are made from carefully selected top-grade tobacco leaves, prepared using ancient methods. Every wisp of smoke is the essence of time’s sedimentation. Whether you are a literati, a scholar, or a business elite, holding Taishan in hand showcases extraordinary taste. 】
Fang Wen was stunned. The quality of this advertising copy was very high!
Regardless of whether it would be popular, Fang Wen loved the sense of freedom and elegance conveyed by these words.
Because the first advertising proposal was so stunning, Fang Wen became even more curious about the remaining two.
He then looked at the second one.
The second was a radio advertisement.
The first line of text: It is recommended to broadcast it during evening hours.
Background music was also set, with even a musical score – a gentle guzheng melody.
The announcer was requested to be a female voice, gentle and pleasant.
The advertising copy was:
【 The night curtain falls, and the city lights twinkle. On this tranquil night, let Taishan Brand cigarettes accompany you. Taishan’s cigarettes are light yet flavorful, rich yet not greasy. Every puff is a commitment to and pursuit of life’s quality. Whether you are contemplating alone or gathering with friends, Taishan Brand cigarettes are your indispensable choice. Let us, together, in the smoke and clouds of Taishan, enjoy this rare moment of leisure and contentment. 】
This advertisement had more reach. Compared to the previous one, it was less literary but more professional.
Another good advertisement.
Fang Wen realized that in literature, there is no absolute best. These people were using this advertising to engage in a textual competition.
That was even better.
He took out the third one to look at.
It was an outdoor advertisement.
It was even presented on paper in the style of calligraphy and painting with text.
A giant billboard displayed the five large characters “Taishan Brand Cigarettes,” with a vigorous and powerful font.
Below was a landscape painting of Taishan in ink wash style, with swirling clouds and overlapping mountains. Beside it was a line of small text: “Taste Taishan, Enjoy Life.”
Concise and to the point, combining text and painting, it had a strong artistic charm.
Especially those six characters: “Taste Taishan, Enjoy Life.”
They carried a modern sense that reminded Fang Wen of memories from his past life.
Since there were newspaper, radio broadcast, and outdoor advertisements.
Why not add a movie advertisement?
Although he didn’t film it himself, he could create scenes and dialogues by imitating future movies.
Thinking of this, his interest grew.
He immediately picked up his pen and created a movie advertisement proposal.
Movie Advertisement
【 Great Shanghai Cinema · Pre-screening Trailer 】
【 Visuals 】 The screen slowly unfolds, showing a gentleman in a traditional robe and vest, holding a pack of Taishan Brand cigarettes, standing on the Bund coastline, gazing at the Huangpu River in the distance, his face filled with satisfaction and ease.
【 Copy 1 】 “In the Shanghai of flickering light and shadow, there is a cigarette that is not just an enjoyment but also a sentiment. Taishan Brand cigarettes accompany you through every important moment. Wishing you a pleasant viewing experience, and don’t forget, after the movie, have a Taishan Brand cigarette and let your thoughts drift with the smoke.”
【 Copy 2 】 “Taishan Brand cigarettes, inheriting a century of craftsmanship, integrating Chinese charm. Every puff is a tribute to classic tradition, and every ignition is a love for life. Available for sale throughout the country, Taishan Brand cigarettes accompany you throughout your life.”
Fang Wen was very curious about whether this modern advertisement would be better accepted by the audience in the Republic of China era compared to the previous three.
Immediately, he approved three advertisement plans, and along with his own, had Sun Debiao take them for actual operation, striving to put them into circulation as soon as possible.
