China Food

How strong is the business of controlling the human brain?


“ 
when the hungry heart replaced the hungry belly, addictions were born.
 ”
In June 1954, on the British Overseas Airlines flight to the United States, a breakfast menu exposed the eating habits of then British Prime Minister Churchill.
 
In this menu, the dishes on the first plate include boiled eggs, toast, jam, butter, coffee, Iced Milk and frozen meat. The second plate consists of grapefruit, sugar can, a cup of freshly squeezed ice orange juice and whisky soda, and notes “wash your hands and cigars”.
 
An ordinary English breakfast reveals Churchill’s eating hobbies: sugar, coffee, whisky and a cigar after dinner.
 
A statesman can’t live without tobacco, wine and sugar.
 
Churchill was not the only one who became addicted. “When I was a child, ‘looking for sugar to eat’ and when I grew up, ‘looking for wine to drink'” was the norm among all living beings. The continuous but short-term happiness brought by tobacco, wine and sugar makes countless people pay for it one after another. When the hungry heart replaces the hungry belly, “addiction” also comes into being.
 
As several major products in the spiritual stimulation revolution, tobacco, alcohol and sugar aim at the bottom human nature drive. The so-called bottom human nature drive is a little more than the basic survival needs, the most primary and primitive unnecessary needs.
 
Therefore, from ancient times to the present, the derivatives of these major industries are unshakable pastries in the market, which not only directly gave birth to the birth of “addictive consumer goods”, but also isolated them from the impact of the business boom and bust cycle.
 
The gold of predecessors and the black iron of today
 
Different from daily necessities, tobacco, wine, tea and sugar are not necessities of life, but these four things together constitute the simplest happiness of ordinary people.
 
One of the most common “addictions” is sugar.
 
The production and consumption process of sugar plays an important role in the development of “addictive consumer goods”. If you want to systematically understand “addictive consumer goods”, you must know the development process of sugar, and vice versa.
 
Addictive consumer goods are popular all over the world and originated in the era of great navigation.
 
In the 15th century, European ships began to appear in groups on the oceans all over the world. They were looking for new trade routes and partners to develop Europe’s new capitalism.
 
As the raw material of sugar, sugarcane originated in New Guinea or Indonesia. With trade exchanges and colonial expansion, sugarcane was transplanted to all parts of the world. During the 17th century, the world sugar trade increased by about 5% every year, and the important origin of sugar was also transferred to Brazil and the eastern Islands of the Caribbean Sea.
 
The era of great navigation is not only an important opportunity for the wide spread of “addictive consumer goods” all over the world, but also an accelerator for its rapid spread.
 
The faster way to obtain is aggression and expansion.
 
With the increase of sucrose production in the colonies, the price of sugar began to fall, and sugar officially entered the table of thousands of families. People gradually used sugar to increase the sweetness of coffee, tea and chocolate, and directly stimulated the rapid rise of demand. In the 18th century, the annual growth rate of sugar demand rose to 7%. In the 19th century, the birth of sugar beet made sugar increased the annual growth rate of sugar demand to 10%.
 
In the 100 years from 1700 to 1800, the annual sugar consumption of sweet Britons increased from 2 kg to 8 kg, and reached 40 kg in the 1890s. Sugar has become a “powerful addiction” in the eyes of Europeans.
 
The contemporary Chinese love sugar as much as the British.
 
In recent years, China’s domestic sugar consumption has risen steadily, from 7.685 million tons in 2000 to 15.95 million tons in 2020. In addition, China is also the second largest sugar importer in the world, and the domestic sugar gap has been made up by imports for a long time. In 2020, China’s sugar import volume was 4.6 million tons, accounting for 28.8% of domestic consumption.
 
With the upgrading of the sugar industry and the continuous improvement of sugar making technology, sugar is no longer scarce, but people have higher requirements for happiness. They should be happy without burden. As a result, the concept of “sugar free” came into being, which not only retains the sweetness, but also has a lower calorie and health.
 
1985-1995 was the golden decade for the development of sugar free beverages in Japan. At that time, the growth of carbonated drinks in Japan was almost zero. In contrast, sugar free drinks maintained at least double-digit growth until 2015. At present, China’s sugar free beverage market is just like that of Japan. From 2014 to 2019, China’s sugar free beverage CAGR was 40%. In 2019, the scale of China’s sugar free beverage market was 9.87 billion yuan. It is expected that China’s sugar free beverage will maintain double-digit growth in the next few years.
In April this year, a statement of apology from vitality forest opened the mystery of “sugar free beverage” and brought “sugar substitute” to the world. Aspartame, acesulfame, sucralose, erythritol These sugar substitutes, known as “sweeteners”, accurately grasp our desire to both love sweets and be afraid of eating fat, and have become the public “secret recipe” of all sugar free drinks.
 
In essence, sugar substitutes still reflect human love for sugar. Under the concept of health and low calorie, I still want to get the “sweet” that can bring happiness.
Coca Cola’s “coke colony”
 
When it comes to sugar, another thing I have to mention is “Coca Cola”.
 
A bottle of 330 ml Coca Cola contains 35 grams of sugar, that is, 11.75% of a bottle of coke is sugar.
 
During the Second World War, Coca Cola, which does not contain alcohol but can refresh and relieve fatigue, became the best drink for the U.S. military to boost morale, accounting for 95% of the beverage share of U.S. military supplies, and the second world war also directly brought Coca Cola to all parts of the world. In Germany, from 1933 to 1939 alone, the sales of cola increased 45 times, from 100000 bottles a year to 4.5 million bottles, and even became one of the sponsors of the 1936 Berlin Olympic Games.
 
The earliest Coca Cola, containing alcohol, caffeine and cocaine, was once a “special medicine for headache”. In 1886, Atlanta began to prohibit the sale of alcoholic drinks. Therefore, Pemberton, the creator of coke, removed alcohol, added sucrose to cover up the bitterness, and added soda to mix. It not only had excellent taste, but also treated headache and refreshed people.
 
Facts have also proved people’s love for this drink. In 1896, the annual sales volume of Coca Cola reached 560000 bottles, which was equivalent to one bottle per minute.
 
In the 19th century, Coca Cola became the world’s largest sucrose consumer at that time, and the drinks sold needed 45000 tons of sucrose every year. In order to obtain cheap raw materials, Coca Cola took advantage of the east wind of the establishment of the “sucrose Empire” in the United States.
 
In order to subsidize domestic sugarcane cultivation, the United States began to impose high tariffs on imported sugar. By the 1970s, more than 50 sugar factories worked overtime day and night. The output of sugar increased rapidly and the price continued to decline. Low price sucrose has made Coca Cola the biggest beneficiary and accelerated the pace of Coca Cola’s expansion.
 
The collapse of Wall Street’s investment bubble in 1929 was accompanied by a weakening of the stock market and an increase in the unemployment rate. But Coca-Cola did not plunge into this global economic panic. After all, just 5 cents and unscrewing the bottle cap can enjoy a moment of happiness, which not only makes coke a rare “decompression artifact” and an excellent “national enterprise” in the hearts of the people during the great depression, but also makes it a representative of the “spirit of freedom” of the United States of America.
 
The increase in sales has made people aware of their dependence on Coca Cola and created the word “Coca Cola colonization”.
Super “addictive”
with more than 1.1 billion people
If sugar appears in people’s life in the form of ordinary condiments, it has imperceptibly become the just need of people’s life. In contrast, the “addiction” of tobacco comes more directly.
 
Tobacco originated in America. In 1492, members of Columbus expedition learned from Taino Indians to roll tobacco leaves into thick strips and suck them into their mouths. Stimulated by nicotine, the brain releases a large amount of dopamine, which activates the brain’s “reward system” and brings obvious happiness and pleasure. So far, tobacco has entered the European world for the first time.
 
In 1575, with the Spanish transporting tobacco to the Philippines for cultivation, tobacco quickly became a profitable crop. Around 1600, Fujian sailors and businessmen brought Philippine tobacco into China. Soon after, there was an upsurge of tobacco smoking in China.
 
By the mid-1990s, a total of 5.5 trillion cigarettes were consumed worldwide every year, that is, everyone in the world, regardless of gender, old or young, consumed an average of one whole pack of cigarettes a week.
 
At that time, Yuxi, Yunnan, a seemingly ordinary cigarette factory, had an annual profit tax of more than 20 billion yuan, accounting for 60% of Yunnan’s fiscal revenue, equivalent to the total fiscal revenue of more than 400 agricultural counties, firmly ranked first in China’s tobacco industry and jumped to the fifth largest tobacco enterprise in the world.
 
This is the predecessor of Hongtashan, Yuxi cigarette factory.
 
 
Time, but also back to 1988.
 
In July this year, the state liberalized the prices of 13 famous cigarettes and implemented market regulation. Before that, all tobacco prices in China were under planned control. Of the 13 famous tobacco varieties, 9 were produced in Yunnan, while Yuxi cigarette factory won 4. With the liberalization of cigarette prices, the price of Hongtashan rose from 1.3 yuan per package to 5 yuan per package in only one or two days.
 
In 1997, Hongtashan topped the list of Chinese brands, with intangible assets of 35.3 billion yuan. Someone once commented on Yuxi cigarette factory: “this is not a cigarette factory, this is simply a money printing factory.”
 
The “fascinating” cigarettes, like a pair of invisible push hands, pushed the unknown Yuxi cigarette factory to the throne of No. 1 in China’s tobacco industry.
 
With a small cigarette, in 2020, the national tobacco industry will achieve a total industrial and commercial tax profit of 1280.3 billion yuan, a year-on-year increase of 6.2%. As the world’s largest tobacco country, up to 400 million smokers provide a huge development space for the tobacco industry.
 
The way of smoking has been changing from the most primitive smoking grass, to pipes, hookah, and then to today’s cigarettes, but what remains unchanged is people’s love for “addicts” for hundreds of years.
 
“Addicts”
isolated from the prosperity and decline of business
 
What is the golden track?
 
It is not a flash in the pan to attract attention, nor is it the marketing strategy of new bottles of old wine. What can really stand scrutiny is always the demand driven by the bottom human nature.
 
The “addictive consumer goods” with high frequency, high viscosity and anti cycle are stepping on this golden track at every point. After all, once a person’s consumption habits are formed, it is very difficult to change them.
 
Countless facts have proved that “addictive consumer goods” will always be isolated, except in the prosperity and decline of business.
 
Just as the U.S. economic crisis has not affected Coca Cola, the status of tobacco is difficult to shake.
 
Alfred Reiff, an economic historian, once found that in the 40 years from 1860 to 1990, the unemployment rate in Britain increased from 2% to 10%, while the tobacco consumption decreased by only about 1%. Internationally, during the “Great Depression”, British American tobacco company even set a new sales record, and the profit was higher than before.
 
“People will give up many necessities in bad times, but they will never think of giving up their bad habits.”
 
This is true of our predecessors and even more so today.
 
End
“The essence of business is to create all kinds of ‘addictions’ and then give you an antidote.”
 
Nowadays, “addictive consumer goods” are no longer confined to the diet at the entrance, games loved by men, medical beauty loved by women, and blind boxes loved by young people The mechanism of addiction lies in “bringing us continuous happiness”, which has become the key to our willingness to continue to pay and the key to addictive consumer goods.
 
Temporary and unnecessary needs can only attract attention for a while, but they can never become a trend.
 
Those proven sustainable brands always study how to meet “people” rather than “eyeballs and capital”.
Author: Sweet cone; Source: paidongshangye (ID: paidongshangye), reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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