“We are Taishan” is not just an advertising slogan, but also organically integrates two “Taishan”—Taishan, the first of the five mountains, and “Taishan”, a brand of Shandong China Tobacco—which has a long history of History also has profound cultural connotations.
Mount Taishan was formed in the Archean Era. The Taishan Group is the oldest stratum in China formed by deep metamorphism, with a geological age of nearly 3 billion years. In the middle of the Cenozoic Era 30 million years ago, Mount Tai had formed its current outline.
The Taishan brand can be said to be one of the oldest cigarette brands in China, with a history of more than 80 years.
In September 1928, the national capitalists and police cousins ??with the ambition of saving the country through industry founded Shandong Tobacco Company at No. 1, Dagang 2nd Road, Qingdao. They started with a capital of 100,000 silver dollars and 5 cigarette making machines. Produces cigarettes. On November 16 of that year, the "Taishan" brand was born. Together with "Taishan", there were more than a dozen brands such as "Fushou" and "Qilu". After the founding of New China, in October 1951, the Central Private Enterprise Bureau approved the registration and production of the "Taishan" cigarette brand. Just over a year ago, the 43rd meeting of the then Government Affairs Council approved the "Interim Regulations on Trademark Registration". It can be said that Taishan is also one of the earliest registered trademarks in New China.
The long history closely links the two "Taishan" mountains, and they are located in the same land of Qilu, so they have a natural geographical relationship.
For thousands of years, Mount Tai has become the sacred mountain in the minds of the Chinese people, "the highest mountain in the world", and the first of the five mountains; in the past century, "Mount Tai" has become a national brand of China's tobacco industry. , occupying an irreplaceable position in the industry.
However, nature and history have only given Qilu a tangible Mount Tai, while the other invisible Mount Tai is the fruit of human civilization. Mount Tai has not only witnessed the history of China, but the long history has also given it incomparable culture. From Confucius's "Climbing Mount Tai and minimizing the world" to Sima Qian's "Everyone is destined to die, it may be heavier than Mount Tai or lighter than a feather", to Du Fu's "When you reach the top of the mountain, you can see all the small mountains at a glance", and so on. Quotations from famous people reflect that Mount Tai has transformed from a tangible natural mountain into a cultural and spiritual mountain. It is unique in the world and cannot be copied. Since the unification of the Qin Dynasty, 12 emperors have held ceremonies to worship Mount Tai. Emperors of all dynasties have paid homage at various levels, which has raised the status of Mount Tai to a higher level. Mount Tai has become the epitome of Chinese history and culture, the spirit of the Chinese nation, waterways are formed, and history dictates.
The "Taishan" brand brought by the war police cousins ??and the registered trademark in 1951 can only be regarded as a logo if it is only regarded as a brand or trademark. For a brand, the history is the past hundreds of years. How much has become a passing cloud?
Some people say that a brand is like a religion, a good one can focus on many believers. In ancient and modern times, at home and abroad, the reason why people flock to century-old brands and are loyal to them is that the logo is just a symbol, and behind it is the culture contained in the brand, which is similar to the teachings of a religion.
"Mount Tai" has condensed a rich culture in its long history.
After the birth of "Taishan", it was full of ups and downs and hardships like China, which was weak and impoverished at that time. On September 24, 1930, Shandong Tobacco Company, which was founded only two years ago, accidentally caught fire and all its machines were burned. What is even more distressing is that after the fire died out, the charred corpses of seven women were found in a corner of the second floor. Since their names could not be identified, they were buried together in the Hudao Village Cemetery, commonly known as the "Seven Women's Tomb." In January 1938, the Japanese army occupied Qingdao, and Shandong Tobacco Company was seized and closed down. It was later changed to the name North China Tobacco Co., Ltd. with obvious Japanese imprints. It was not until Qingdao was liberated on June 2, 1949, the Military Control Commission took over, and Shandong Tobacco Company was renamed "Shandong Tobacco Company Qingdao No. 1 Tobacco Factory" that we ushered in new sunshine. In the 1960s and 1970s, the company, which was renamed Qingdao Cigarette Factory, ranked at the forefront of its peers in various economic and technical indicators. It stood in tandem with Shanghai and Tianjin Cigarette Factory, creating a "high-tech" pattern for the cigarette industry at that time.
Many times, a brand is like a piece of history, not only the development history of the company and brand, but also the process of reflecting the entire society. She contains stories one after another, telling the rise and fall of this period of history, and carrying a rich culture. This is how "Taishan" was born in the flames of war, went through twists and turns, prospered in peaceful times, and a culture of constant self-improvement naturally emerged and will always accompany it.
Subsequently, "Taishan" quickly felt the spring breeze of change and opening up. After the Third Plenary Session of the Eleventh Central Committee, the development of the tobacco industry accelerated, and mouthless cigarettes could no longer meet market needs. In 1978, "Taishan" brand filter cigarettes were born. Then there was silence again. In 1996, the then Qingdao Cigarette Factory re-launched "Taishan" cigarettes and entered the high-end cigarette market with a "Taishan" retail price of 200 yuan per carton. 2008 is a milestone year in the development of the "Taishan" brand. A new "Taishan" product marketing campaign called "Peak 2008" was launched. Wangyue)" were released one after another.
"Taishan (Confucian style)" combines Confucian culture with Taishan elements. The brand is positioned as a "humanistic high-end brand with a broad atmosphere and elegant temperament". The brand connotation is "a gentleman's style of being peaceful but not arrogant" , return to the traditional and gentle attitude towards modern life.” "Taishan (Wangyue)" makes "it will be at the top of the mountain, and you can see all the small mountains" has a "Taishan style" annotation in the brand value.
In this way, the profound culture of "Taishan" has been revealed and promoted in the new century. As for the millions of boxes of "Taishan" coming off the production line on November 17, it is another starting point in the long history of "Taishan"