Chapter 352 The most classic ≠ the most effective advertising slogan

"Let us ride the east wind and rush towards the four modernizations.

Dongfeng, comfortable, safe and reliable.

Together with Dongfeng, sail on the road to success..."

In a spacious, bright, unpretentious, but unusual office at first glance.

Rao Bin, who was sitting on the sky blue sofa, looked at the promotional slogans in his hands.

Secretary Sun, wearing a gray Chinese tunic suit, stood aside and gave a report:

"These are the slogans chosen by various news organizations."

"No matter how far or near you are, the east wind is with you," Rao Bin murmured, "Hey, this sentence has some meaning."

Secretary Sun: "Yes, I think this is a good statement too."

Rao Bin turned down another page: "No more?"

"That's all for now. I'll send you new ones when I get them."

Secretary Sun never missed any calls related to this aspect.

He understood that the leader was eagerly waiting to use it: "But you haven't noticed any of these slogans?"

"It's not that he's dissatisfied." Rao Bin didn't know how to describe it. He clicked on the folder in his hand:

“When I scan it down, they all feel the same. I can’t say there’s anything wrong with them, but none of them seems to make people’s eyes brighter.”

"It's true," Secretary Sun compared them for a while before sending them over: "Everything looks suitable, but there's nothing particularly outstanding about it."

"It doesn't matter, give the comrades below a little more time,"

Rao Bin stood up with a smile and walked to the window:

"In my imagination, our first slogan of Dongfeng Motor should be a slogan that can be shouted loudly and far away..."

"I understand, sir," Secretary Sun closed the folder and nodded, "I will report to you again when there is new information."

Rao Bin nodded slightly without looking back. The spring scenery in his eyes gradually turned into dust in the sky.

In 1953, Rao Bin, who graduated from Tongji University School of Medicine, was ordered to take up his post at FAW.

Looking at the fair-looking director of the First Automobile Factory who knew nothing about cars.

The worker brother, who also knew nothing about it, laughed and said, "Now that's good. In other factories, laymen lead the experts, but in our factory, the laymen lead the laymen."

But a series of accidents that happened later made the big brothers completely understand the truth: every doctor who changes careers is not easy to mess with.

In order to thoroughly understand cars, Rao Bin did not regard himself as a cadre at all.

Everything is done by myself, no matter how small it is.

He took picky Soviet experts to drink, and became a disciple of a worker brother who was 20 years his junior.

In the impoverished 1950s, Rao Bin led a group of workers to establish FAW in the Northeast.

First, in 1956, the first "Liberation" was born.

Then in April 1958, "Dongfeng" for hand training was born.

In August of the same year, the "Hongqi" brand sedan, which had achieved great success after practice, began mass production.

Wait until FAW is beating gongs and drums and is booming...

Rao Bin received new instructions in 1969. (Pay attention to this time point)

He was ordered to go to Shiyan, Hubei Province to create China Second Automotive Industry Corporation from scratch.

Compared with FAW and FAW, the project of Second Automobile Works was laid on the wrong auspicious day.

Several ups and downs, constant twists and turns...

It was not until 1975 that the "Dongfeng" brand truck, proposed by Rao Bin and approved by the state, finally opened the door to China's second automobile industry.

Under the leadership of Rao Bin, FAW and Second Automobile Works have achieved a transformation from 0 to 1 and then to 2 for the automobile industry of the Republic of China.

[Introduce a car assembly line and place it in Shanghai to transform the Shanghai Car Factory.]

By 1978, Rao Bin, who had been transferred to the Machinery Department, was the first to submit suggestions to the organization.

More than 20 years of intensive cultivation have made him well aware that China's automobile manufacturing industry is in urgent need of advanced technology.

It was because of his suggestion that the Ministry of Machinery of the People's Republic of China sent invitation letters for technical cooperation to many countries.

Many comrades of later generations question that today's cadres at the ministry and bureau levels will not personally intervene in a company or factory...

But the reality is that in the early stages of reform, those at the forefront and with the most practical goals are often the front-line cadres.

Take for example the visiting delegation from the Machinery Department that just returned to China.

Who would have thought that the leader of the dignified mechanical department would lead Secretary Jiang from the regiment to personally conduct research on the streets of Germany.

It was precisely because of this hands-on research that the visiting team discovered that the most popular car on the streets of Germany was not Mercedes-Benz, but a car called Volkswagen.

Therefore, they immediately adjusted their previous plan to cooperate with Mercedes-Benz to Volkswagen.

Then at the gate of the Volkswagen headquarters, I personally handed my business card to the doorman and introduced myself: I am from the China Machinery Department...

Secretary Jiang, who was standing side by side with him, accurately translated this sentence into German...

After one battle, another battle breaks out.

At this moment, Rao Bin, who was standing in front of the window, gradually saw the spring scenery in front of him clearly again.

"Why do I keep thinking about the past lately?"

Rao Bin waved his arms and kicked his legs: "The revolution has not yet succeeded, so we must protect the capital of the revolution."

At this moment, Rao Bin would never have imagined that a Sino-foreign cooperation plan proposed by him would last for six years.

However, what he is most concerned about right now is the slogan "Dongfeng".

Because in three months, the Second Automobile Works Group will undergo a review of the highest standards.

How many pairs of eyes are waiting to hear good news about the "Dongfeng" brand trucks that are actively turning to the civilian market.

"Chief,"

Suddenly, Secretary Sun, who had just left not long ago, came back quickly: "I have received several new slogans from the news unit, please take a look."

"Again," Rao Bin slowly put away his stretching exercises: "Didn't you take a look first?"

"I've passed," Secretary Sun couldn't have said otherwise, "otherwise, I wouldn't have sent you here in a hurry."

"oh?"

Rao Bin sat on the sofa again and put on his reading glasses: "It seems that these slogans have improved.

Born for dreams - Dongfeng; Dongfeng, travel with you...Why is this not as good as the previous batch?"

"You continue to look down."

"Dongfeng Motors, the trustworthy choice; when the car reaches the front of the mountain..." Rao Bin, who had been squinting his eyes, suddenly paused: "When the car reaches the front of the mountain, there must be a road, and if there is a road, there must be a Dongfeng Motor!"

Secretary Sun saw the leader reading so loudly: "What do you think of this article?"

"There must be a road before the car reaches the mountain. If there is a road, there must be a Dongfeng car... Good, very good." The next second, Rao Bin suddenly poked at the folder:

"This, or the following one: Everything is ready, just waiting for the east wind, it's so smooth!"

Secretary Sun: "I also think these two sentences are very good, so I sent them to you quickly."

"Which unit's comrades came up with this?"

"The two sentences you just read are actually works selected and presented by an organization," Secretary Sun remembered clearly: "Pujiang Oriental Metropolis Daily."

"Oriental Metropolis Daily?"

"According to the comrades from the Pujiang Propaganda Department," Secretary Sun continued:

"The comrade who wrote these two slogans repeatedly asked him to tell us that if these two sentences are not adopted, please also ask us to register them in advance as the official slogan of Dongfeng Trucks."

"Oh?" Rao Bin couldn't help laughing: "There is still such a request."

"According to what they said on the phone, register in advance to prepare for the replacement of slogans in different eras," Secretary Sun was already reading from the notebook:

"The comrades from the Pujiang Propaganda Department reported that the comrades who wrote these two sentences are very familiar with the propaganda of foreign automobile companies.

According to him, all well-known automobile companies attach special importance to the promotion of their own brands, and their slogans are even more important than advertisements."

"What did I say?" Rao Bin took off his reading glasses:

"We must choose a loud slogan for Dongfeng. They said before that there is no need to deliberately do it and that we should focus on production quality. Didn't I focus on production quality?"

Upon hearing this, Secretary Sun was stunned for a moment, and then continued reading as written: "Only by doing a good job in publicity and increasing sales can we better devote our energy to production and research and development."

"Huh?" Rao Bin looked serious: "Who said this?"

Why did you think of getting together with him?

"It's the same comrade editor," Secretary Sun:
To be continued...