This is not the first time the topic of "national products".
This is not the first time that we sympathize with the "national product".
There's a joke on the internet these days that for the Qatar World Cup, we contributed two things: manning and Hisense.
Each is responsible for one card, Manning for the red and yellow cards and Hisense for the billboards.
Only half of Hisense, also sprayed by our own netizens for a billboard.
Since Hisense is the official sponsor of the World Cup, an advertisement was made on the edge of the stadium: "Hisense: China's No. 1, World's No. 2" and then people went so far as to argue and fight about it.
The reason for the controversy is very strange, some netizens think that this billboard is "self-hacking": the national football team did not go, your business ran to rub what heat? Isn't it a satire on ourselves?
Furthermore, how can you say first and second when it's an advertisement? The usual bandwagon never went live? Can this word be said? Foreigners can look at us. Oh, mom, her eyes appeared.
There are also accusations: the ads do not reflect the beauty of traditional culture, so the words of the boss, not subtle.
Just like the Huashan sword debate, Huang Yakshi Ouyang competed in a match, but the onlookers argued over a nearby piece of notice and didn't even look at the sword debate.
It's a classic phenomenon really: we aim for a, do thing b, argue about c, and then sparsely ed.
二
First, I'd like to say that "What are corporations running for when the National Football League isn't there?" What are companies doing there?
Nowadays, many people perceive "rubbing it in" as an original sin.
A few days ago, a journalist friend said he was rebuked by netizens: as a news media, how can you rub hot spots!
Is there something wrong with your fine print?
Can we only go to soccer teams in the World Cup? For example, it is certainly regrettable that our martial artists cannot beat the Huashan Sword Festival and do not participate in it.
But isn't it a good thing that we make weapons to go, concealed weapons to go, clothes to go, utensils to go, medicine to go? To stop?
If the national soccer team can't do it, no other national product is allowed to do it, right?
We have to wait until the national soccer team to go to the World Cup, other "made in China" in order to land the World Cup, we can not afford to wait.
Some people will think: what's the big deal about sponsoring a ball game and buying an ad.
That's something you don't remember from your early years. When you have money, you get used to it.
I clearly remember when I was in school, my teacher said that our Chinese companies are great when they can sponsor competitions like the Olympics and the World Cup.
Official sponsors of the top World Series have a high threshold and must have strength and reputation. If you want kryptonite, then you have to have the strength and cards to kryptonite as well.
Shaolin Sect naturally wants to collect money too, but if I, Six Gods Lei Lei, go for the title, can they agree to it?
This year's World Cup in Qatar, for example, featured official sponsors such as Adidas and Coca-Cola, VISA, Hyundai and others, as well as giants such as host nation Qatar Airways and Qatar Energy.
Among them are four Chinese companies, including a billboard for Hisense. In fact, Hisense is sponsoring the World Cup for the second time.
Isn't that nice? Shame on me for giving it to you? No. Coca-Cola sponsors, we can't sponsor?
On the contrary, why don't we let the world's top celebrities "bring goods" and "brush the face" for our Chinese brands?
Because the US, South Korea and Qatar go to play soccer and Coca-Cola, Hyundai and Qatar Airways can sponsor, but our national soccer team doesn't get in so Chinese companies can't sponsor?
This logic is not to pull hate on our national soccer team.
三
Break off that advertising line. "China's first, the world's second", you can't talk about how meaningful and advanced this advertising language is, for sure.
But how one can be criticized by oneself is also puzzling.
The World Cup officials are always the gatekeepers of what the language of the big advertisements next to the stadium can and cannot say.
Otherwise, if you type "Messi is better than Crow" and "Jin Yong is better than Gu Long", it's not a mess.
FIFA are feeling good, the World Cup officials are feeling good, but some of the domestic netizens are feeling bad about the spontaneous censorship.
What's with the censorship?
Compared to Qatar Airways, also one of the official sponsors, or the host nation, their advertising is huge:
The best airline in the world.
It's not much more overbearing than Hisense's. Why didn't the Qataris have a problem with it? Why didn't the little prince let him take down the billboards?
I've also seen some people say that the moral of the statement is, "If you're first in China, you should only be second in the world," and that it's demeaning.
Good home work, this brainchild is really big. How can it be interpreted like that?
There's an interesting term on the Internet right now called the "carbon-based approach."
It means "the above is the normal view of all carbon-based organisms", or "carbon-based method" for short.
"Hisense: No. 1 in China, No. 2 in the world" I think most people have read it. The first reaction was to refer to sales and shipments. "Carbon method". Forcibly interpreted as self-hatred, this is a very undesirable "carbon method".
Photo: Chang'an Street Knowledge
Besides, it is hard to agree with "the second in the world" even if it is a self-hatred. Miao Renfeng, Yang Dingtian, and Lin Chaoying were probably second in the world. Except for Sweeping Monk, Qiao Feng could also be second in the world.
Be second, then fight for first. When the TV market was dominated by European, American, Japanese and Korean brands, what were we?
四
Here's how I think about it: how can a person find justification if they don't have enough confidence within themselves and must be ashamed of themselves?
Nowadays, there is a not so good phenomenon. Everything in the country, from books to pictures, from movies to advertisements, is very good, but there is always a small group of netizens who want to dig out the evidence to "blacken us".
Confronted with anything he says, anything he does, he feels skeptically: ouch shame on him, letting the outside look down.
Outsiders haven't said half a word about him, but they shy away first: bad bad bad, my family must be at fault for something, eating the ridicule outside! Then turn back and blame your family: you see the eyes you gave me!
Lu Xun has a little essay called Inquiring Impressions that describes this unsure mindset:
"The Chinese have a new temperament, which is:If foreign celebrities or rich people come, they have to inquire about their impressions of China ...... It's like asking for a fortune-telling sign for the first reason of suspicion in my mind".
Isn't it vivid?
五
It's not easy to say national brands.
It is said to be the "light of the country" but it is often not the case, not this and not that.
Things are low-grade and cannot be sold cheaply. A few years ago, this was known as "monopolization of the high-end market by foreign brands", and everyone felt disgraced.
But really do high-end, sell expensive, brand premium up, also can not, we all feel hurt inside, you get the money wrong.
In short, both to, and to, both to domestic leaning sword dragon slayer knife, but must be "twenty years do not increase the price", buy one get five, the boss spit blood to save the factory let you go to the live room to spend ten dollars to buy a sword as a big brother.
For example, product standards, do not meet the national product standards, of course, not; but clearly meet the standards, also not, but also to meet the review of the Civil Branch.
For example, to do advertising, the World Cup officials think it's OK, we folk trial can not; people Qatar Airways, we think not.
Is it hard to say "light of the nation"?
I see that Hisense has now changed its billboards to add: Made in China, Working Together.
No problem now, is there? Familiar flavors, positive energy and standardization. This is China shouting at the World Cup. As far as I can remember, this is the first advertisement in years from one of the World Cup sponsors.
You think Coca-Cola will never be able to say "Made in America, Come Together". Are your own people who used to have a problem with that smiling? Are you satisfied?
One rule remains the same, but if you love anything, including national products, the best thing you can do is to give it a tolerant and inclusive environment, and not to go on an unlimited agenda. "Made in China, work together" In fact, what can we do if you and I, ordinary people, don't go to compete in the international market?
It's still not about giving a good environment.
Not everyone has the opportunity to fly Qatar Airways, but really everyone has the opportunity to watch Hisense TV, right?
Being kind to your country is being kind to yourself.
