At the beginning of 1982, if I could sum up the year in one sentence.
So this is an era when our people are saying goodbye to the shortage economy, but they still have to continue to work hard to improve their happiness index.
This year, the National Bureau of Statistics announced that my country’s total population in the capital exceeded one billion.
This undoubtedly puts the relevant government agencies and departments at risk, and they are going all out to carry out family planning work.
But behind the unprecedented pressure brought by population, it also means that we have a quite huge consumer market, with unlimited potential to be tapped in the future.
In newspapers and periodicals in 1982, there were two words that appeared most frequently in the economic field throughout the year.
One is "raising prices without authorization" and the other is "second-rate dealer".
The reason for this is that around 1981, price leverage began to take effect.
We are using more and more efforts to challenge the unified purchasing and marketing that has always been implemented by the state, and the commodity prices that are not determined according to the laws of supply and demand.
Today, when we look back, this is actually a normal phenomenon in a market economy.
But during that period, the state still had to firmly use administrative means to continue to manage the economy and control the market.
Of course, this does not mean that the country's policy is wavering in the direction of progress or that it will go back to the old path.
And because all reforms must be gradual and cannot be accomplished overnight, otherwise haste will lead to waste in speed.
In today's terms, that is the "great man" who leads us to explore forward, very cautiously, pursuing a gradual transition of "soft landing."
Therefore, the specific measures taken by the state are to issue ten measures to resolutely stabilize market prices and use a large amount of manpower and material resources to control prices.
Whether it is large bicycles, watches or stinky tofu, everything is included in the scope of management.
At the same time, in order to facilitate supervision, the masses are mobilized, newspapers, and radio stations often announce various prices.
Especially the prices of foods that are closely related to people’s daily lives, such as steamed buns, fried dough sticks, twists, etc.
Because once the people know the prices set by the state, they will naturally play the role of national supervision.
In addition, in order to ensure the implementation of these measures, the top levels of the country also require that speculative behavior must be resolutely cracked down on.
Needless to say, this sentence means someone who does not sell the products he produces, but buys the goods and resells them and makes a profit from them.
That is, second-hand dealers.
But at the same time, it was also pointed out that some of these activities are permitted by the state and some are not.
Don’t forget, as long as it’s a retail store or a retail store, it’s an organization that changes hands and makes a profit.
If it is not allowed, it means that all stores, including all state-owned stores, are cancelled.
That’s why it was said back then that with the consent of the government, free economic behavior should be protected without affecting state acquisitions.
Obviously, this is a transitional policy and should be treated differently.
Then we also know how wonderful the situation is for this clothing night market founded by Hong Yanwu himself.
First of all, they play the role of digesting inventory for clothing companies in Xicheng District. They are individual industrial and commercial households that the government specifically supports, so they naturally fall within the scope allowed by the state.
Secondly, it was definitely a clever move for them to go to Huacheng to purchase goods.
Since most of the things imported from China are not comparable to similar products in Beijing, as long as the clothing company insists on selling the products at low prices, it will be settled with the Price Bureau.
So in general, they are in a safe place.
Not only can you enjoy the benefits of a state-owned store, but you are not subject to price control. How moisturizing you want to be.
No, because the Spring Festival in 1982 was on January 25, which was just after New Year's Day, the demand for new clothes almost burst out from every household, which suddenly increased the number of people in the clothing night market.
Not to mention those original cool items, sales of "ski shirts" and "suits" have also doubled.
Not surprisingly, the daily sales of the entire market will return to the peak of 20,000.
Under such circumstances, on January 5, two large advertising posters as tall as one person were released that Hong Yan specially requested from the National Photography Studio.
The images on these two posters are exactly the same, and they are a scene from the Japanese movie "The Call of the Mountains" which was just released last year.
The picture is quite romantic.
Under the idyllic scenery of the blue-sky grassland, the man played by Takakura Ken is playing Tajima Kozo, riding a horse and looking back at the heroine Kazami Minko, played by Baisho Chieko, and her son.
The emotional resonance between the three people is vividly expressed through this scene.
And the most rare and valuable thing is that the clothes of these three movie characters are all jeans.
Hong Yanwu remembered this scene in his mind, so he went to several cinemas and cultural palaces to find the film.
In the end, for the price of twenty yuan and two good cigarettes, I got the film of this classic scene from a movie projectionist.
The most interesting thing is that when he took the film and told the National Photo Studio that the size he wanted was 1.8 meters high and 1.2 meters wide, the staff of the photo studio were simply stunned.
Not to mention the technical limitations at the time, it was impossible to flush such a large size. Even if it could be flushed, the price was really high.
As a rough estimate, one piece costs several hundred yuan.
The staff advised him to use an 18-inch size, saying it was already too small.
But Hong Yanwu still insisted on meeting a few times and gave them an idea.
He said that you can use the largest size to separate and wash parts, and finally use the covering and pasting method to combine several 18-inch pictures into a whole picture.
And in order to let the photo studio have no worries, he was willing to pay the full price right then and there.
So in the end, the manager came forward, calculated the price based on the ratio of selling and selling, and took over the business.
Just for this matter, Hong Yanwu provided the staff of the photo studio with discussion material for at least a month.
Many people are sighing that there are so many crazy and persistent movie fans in the world.
Of course, as the country's No. 1 photo studio that has served many of the country's leaders, its technology is certainly unparalleled.
As soon as Hong Yanwu saw the finished product, he knew that the more than one thousand yuan was well spent.
Because after the photos were developed and mounted on plywood according to his request, the images were seamlessly spliced without any wrinkles.
And it was movie-level, the size of the huge screen was reduced to 1.78 meters, the definition was too delicate, and the colors were not comparable to today's CNC inkjet printers.
Sure enough, a large and exquisite picture like this was placed at the entrance and exit of the clothing night market, and under the light, it immediately created a sensational effect.
Not only did it catch the attention of people who came and went, causing them to stop and watch, it also stimulated the sales of jeans to soar.
Within a few days, it turned into a frantic looting mode, which even exceeded Hong Yanwu's own imagination.
In fact, it’s no wonder.
Because even though there is no advertising slogan on the screen, this intuitive visual effect can be understood by everyone.
So out of love for this movie and out of yearning for the movie characters, many people are driven by emotions and open their wallets in order to achieve some kind of connection with this movie by wearing jeans.
It seems that as long as they put on such a pair of pants, such romance will happen in their lives, which is similar to the world of the film.
To put it bluntly, this is called the celebrity effect.
This situation is no different from the images of Marlon Brando, James Dean, Elvis Presley and Monroe wearing jeans in American movies, which each time successfully set off a wave of jeans in the Western world.
So Hong Yanwu inadvertently created history again. my country's first celebrity endorsement advertisement was born, using a foreign star.
Ken Takakura and Chieko Baisho were "endorsed" without knowing it.
It was completely free of charge to help profiteer Hong Yanwu make huge profits, and also contributed to the fashion development of our ancient country.
From this perspective, this may also be the first infringement case of portrait rights and cultural copyrights in my country.
But this is the good thing about this era. If you are just messing around like this, what can you do?
Say important things three times and no one will hold you accountable! No one will hold you accountable! No one will hold you accountable!
After this, the market coordinators of the clothing night market will have an additional task.
Before the market opens every day, these two large posters must be fixed with wires on the pillars at both ends of the market's entrance and exit, and then after the market closes, they are returned to the rental house in the "Little Kitchen" for temporary storage.