Who has plans for the Dragon Boat Festival?

I. Introduction to the event:

Dragon Boat Festival on the fifth day of May. On this day every year, many people make zongzi, and various kinds of zongzi with different tastes emerge one after another. In fact, there have been different opinions about the origin of the Dragon Boat Festival. Some people think it is a memorial to Qu Yuan, a patriotic poet who voted for the Miluo River on the fifth day of May. Some people say that in ancient times, this festival was a day to disinfect and avoid epidemics. According to the records in the literature and many customs of the Dragon Boat Festival passed down from generation to generation, May is regarded as "poisonous month" and "evil month", and the fifth day of May is the first of the nine poisons, so many special customs such as inserting fragrant leaves, drinking realgar wine and offering sacrifices to five plague messengers spread on this day.

Later, the meaning of the Dragon Boat Festival changed. In order to commemorate the patriotic spirit and lofty personality of the patriotic poet Qu Yuan, some customs, such as rowing dragon boats and making zongzi, are not necessarily to commemorate Qu Yuan. As for the Dragon Boat Festival, it is actually not the arrival of the Dragon Boat Festival now, and dragon boat races can be seen everywhere.

From exorcising evil spirits and avoiding epidemics to commemorating Qu Yuan, the significance of the Dragon Boat Festival has changed greatly. Today, this festival has become a festival of China cuisine. From the old corn and zongzi production to the colorful jiaozi today. Many places have incorporated their own local food characteristics into zongzi.

The main custom of the Dragon Boat Festival is dragon boat racing. As for the dragon boat race, there are written records that began 500 years ago with the "Continued Harmony" written by Wu Jun of Liang Dynasty. Later, written records about dragon boat races can be found in many records. Among thousands of local chronicles in China, 227 recorded the dragon boat race. There is a saying about rowing and racing dragon boats on the Dragon Boat Festival: "The masses set out by boat and rushed to save Qu Yuan." And "a drum music scared away the dragon." . These are all reminiscent of Qu Yuan. During the Dragon Boat Festival every year, China people in China, north and south of the Yangtze River and Nanyang also hold dragon boat races to advocate the Dragon Boat Festival.

The Dragon Boat Festival on the fifth day of May this year is June 1 1. Let's look forward to the rich customs of Hualien Dragon Boat Festival!

Xiaobian quotes Dragon Boat Festival poems:

Seven laws. Dragon Boat Festival

Yin (Tang)

Teenagers are more affectionate in festivals, but when they are old, they will feel sad;

It's useless, but it's good to pray for good wine.

Add white hair to your temples, and pomegranate blooms every year;

Thousands of years of sages and fools are instantaneous, and a few people are lost in a few names.

Second, the activity time:

June 8, 2005 (Wednesday ~ June 7, 2005 (Friday), the duration is 10 days!

Third, the theme of the event:

Another year of Dragon Boat Festival!

Fourth, the purpose of the activity:

In order to celebrate the Dragon Boat Festival, to commemorate Qu Yuan and to preserve folk traditions, a number of publicity activities were specially held to celebrate the Dragon Boat Festival, so as to achieve the purpose of "entertaining through education"; And give back to customers, hoping to improve the popularity of Wuhai Hualian Supermarket, attract people and increase the turnover of the event day.

Four. Location:

1 Hualian Supermarket Xinhua Branch

2 Hualian Supermarket Daqing Branch

Verb (abbreviation of verb) activity form:

Special price 1 goods (order 80~ 100 kinds of special goods)

The theme of this creative activity is "Another Dragon Boat Festival", but the products of this activity tend to be divided into two main groups to prepare special offers, which are divided into two time periods to prepare special offers:

The first period is from June 8 to June 1 1 day (Dragon Boat Festival), which lasts for five days. These five days are mainly based on the traditional Dragon Boat Festival, and special commodities are prepared. The focus of the goods is holiday goods, materials and supplies used in jiaozi and jiaozi. The quality extension of theme merchants can be properly considered. As the Dragon Boat Festival is one of the traditional festivals in China, the special items sold in our supermarket can be used as the positioning choice of special items! (Focus on fresh and dry sectors)

Commodity subcategories are as follows:

Zongzi (SP form of Sanquanling, Yili and Missing Series, or special price, or gift, or matching sales! ! Try it! All forms are applicable;

Holiday commodities: red dates or bags, raisins or bags, lotus seeds, red beans, peanuts, preserved fruits, red beans, yellow rice, glutinous rice, etc.

In addition: contact suppliers for joint promotion, carry out a series of publicity (you can consider missing it) and carry out influential joint promotion forms!

Other series: raw meat, cooked food, staple food, fruits and vegetables and so on! !

For the first time, the proportion of goods is 30% of the total number of goods, about 30 kinds! Require a large price reduction (30%~50% lower than the original price)

The second period is from June 12 to June 17. This time period is the next part of this marketing campaign. In order to maintain good sales popularity and good atmosphere, the general direction of this key commodity is the summer seasonal commodity exhibition, and the price reduction range is about 15~20%. Mainly local seasonal goods, imported goods can be used as a supplement.

Commodity subcategories are as follows:

Leisure departments: hawthorn cake, rock sugar, cotton candy, fruit juice series, red green tea series, fresh orange series, dairy products series, etc. (10 species)

Seasoning department: instant food, oil, canned meat series, vermicelli, noodles, instant ham, etc. (10 species).

Knitting Department: Half-sleeve T-shirts, summer sleeping mats, seasonal suits, seasonal shoes, underwear and cold quilts. (10 species).

Department stores: breathable stools, sports kettles, water cups, cooling kettles, fans, seasonal kitchen utensils, plastic wrap, etc. (10 species).

Daily chemical department: shower gel, sunscreen and skin care, insecticidal and mosquito repellent, paper hygiene, cleaning and laundry, etc. (10 species).

During this period, the preparation of special commodities should be "high-demand and strict-standard", and it is forbidden to have "special price is not special" again. Please be responsible for this activity!

2 marketing activities form:

(1) It's another year of Dragon Boat Festival. I am looking for Qu Yuan in Hualien! "

On the fifth day of May, 2005, Dragon Boat Festival, 1 1, 9: 00 ~1:00, respectively, were posted in Hualian Supermarket, and customers could participate in the collection. People who gather at one time will give beautiful holiday gifts! ! (Employees of our company are not allowed to participate in this activity)

(2) Another year of Dragon Boat Festival "parent-child land dragon boat race"

In order to highlight the characteristics of the Dragon Boat Festival, strengthen parent-child relationship and promote social harmony and beauty, this event is specially held. I hope all family members can take time to participate!

Customers who shop in Hualian Supermarket (regardless of the amount) can participate in this activity on the Dragon Boat Festival on the fifth day of May!

A: Registration time: June 8, 2005 ~ 10 (limited to 100) [limited to 30 Daqing stores and 70 Xinhua stores].

B: Activity time: June 65438, 2005 from 2 pm to 5 pm.

C: activity method:

Tie two people together (the relationship between them is parent-child relationship) and compare which family combination reaches the other side first to win!

Each round is played by two family units! (Members must be family members)

Sixth, the form of publicity:

5,000/kloc-0,000,000 newsletters

2. In-store broadcasting:

Content: Dear customers and friends, it's another year of Dragon Boat Festival! On this warm holiday, on behalf of all the staff of Hualian Supermarket, I wish everyone a happy family, peace and happiness! From June 8 to June 7, 2005, the wonderful Dragon Boat Festival promotion activities of Hualian Supermarket once again unveiled the veil of joy. Warmly welcome your arrival! The true feelings of Hualian will not change and the enthusiasm of Hualian people will not change. Please pay attention to the special commodity information in this issue!

Special commodity information: * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *

Introduction to this promotion: * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *

Interspersed with broadcast content:

1 Dragon Boat Festival on the fifth day of May)

The Dragon Boat Festival on the fifth day of May this year is June 1 1. Let's look forward to the rich customs of Hualien Dragon Boat Festival!

2. The origin and legend of Dragon Boat Festival

Dragon Boat Festival is an ancient traditional festival, which started in China during the Spring and Autumn Period and the Warring States Period and has a history of more than 2,000 years. Dragon Boat Festival has many origins and legends. There are only the following four kinds:

To commemorate Qu Yuan

According to Records of the Historian Biography of Qu Yuan and Jia Sheng, Qu Yuan was a minister of Chu Huaiwang in the Spring and Autumn Period. He advocated promoting talents, empowering them and making them rich, and advocated uniting against Qin, which was strongly opposed by others. Qu Yuan was forced to leave his post, was driven out of the capital and exiled to the Yuanxiang Valley. During his exile, he wrote immortal poems such as Li Sao, Tian Wen and Tian Wen, which have a unique style and far-reaching influence (therefore, Dragon Boat Festival is also called Poet's Day). In 278 BC, Qin Jun conquered Kyoto of Chu. Seeing that his motherland was invaded, Qu Yuan was heartbroken, but he never had the heart to give up his motherland. On May 5th, after writing his masterpiece Huai Sha, he threw himself into the river and wrote a magnificent patriotic movement with his own life.

Legend has it that after Qu Yuan's death, the people of Chu were very sad and flocked to the Miluo River to pay homage to Qu Yuan. The fisherman paddled the boat and fished for his real body back and forth on the river. A fisherman took out rice balls, eggs and other foods prepared for Qu Yuan and threw them into the river, saying that ichthyosaurs, shrimps and crabs were full and would not bite the doctor. People followed suit after seeing it. An old doctor took an altar of realgar wine and poured it into the river, saying that he would stun the dragon water beast with medicine so as not to hurt Dr. Qu. Later, people were afraid that rice balls would be eaten by dragons, so they came up with the idea of wrapping rice with neem leaves and then wrapping it with colored silk to make it develop into brown seeds.

After that, on the fifth day of May every year, there are customs of dragon boat racing, eating zongzi and drinking realgar wine. In memory of the patriotic poet Qu Yuan.

In memory of Wu Zixu.

The second legend of the Dragon Boat Festival, which is widely circulated in Jiangsu and Zhejiang provinces, commemorates Wu Zixu in the Spring and Autumn Period (770-476 BC). Wu Zixu, a famous Chu, and his father and brother were all killed by the King of Chu. Later, Zixu abandoned the dark and went to Wu to help Wu conquer Chu, and entered the capital city of Chu in the Five Wars. At that time, King Chu Ping was already dead. Zi Xu dug a grave and whipped 300 bodies to avenge his father and brother. After the death of He Lu, the king of Wu, his son Fu Cha succeeded to the throne. Wu Jun's morale was high and he was defeated by Yue. Gou Jian, the King of Yue, made peace, and Fu Cha agreed. Zi Xu suggested the complete elimination of Yue, but Fu Cha didn't listen. The State of Wu was massacred and bought by the State of Yue. He was framed by slanderers. Fu Cha believed him and gave him a sword. Zi Xu died. Zi Xu, a loyal person, looks upon death as death. Before he died, he said to his neighbors, "After I die, I will gouge out my eyes and hang them on the east gate of Jason Wu, watching the Vietnamese army enter the city to destroy Wu." Then he committed suicide. Fu Cha was furious after hearing this, so he wrapped Zi Xu's body in leather and put it into the river on May 5th. Therefore, it is said that the Dragon Boat Festival is also a day to commemorate Wu Zixu.

In memory of the dutiful daughter Cao E.

The third legend of Dragon Boat Festival is to commemorate the filial daughter Cao E who saved her drowning father in the Eastern Han Dynasty (AD 23-220). Cao E was a native of Shangyu in the Eastern Han Dynasty. Her father drowned in the river and didn't see her body for days. At that time, Cao E, the filial daughter, was only fourteen years old, crying day and night by the river. 17 days later, he also threw himself into the river on May 5, and fished out his father's body five days later. This was passed down as a myth, and then passed to the governor of the county government, who erected it as a monument and asked his disciple Han Danchun to make a eulogy.

The tomb of the filial daughter is in Shaoxing, Zhejiang Province today, followed by the Cao E Monument written by Jin. Later, in order to commemorate Cao E's filial piety, Cao E Temple was built where Cao E threw himself into the river. The village where she lived was renamed Cao E Town, and the place where Cao E died was named Cao E River.

Totem sacrifice originated from the ancient Yue nationality.

A large number of cultural relics unearthed in modern times and archaeological studies have confirmed that in the Neolithic age, a cultural relic with geometric patterns and pottery ruins appeared in the middle and lower reaches of the Yangtze River. According to experts' inference, the remaining clan is Baiyue clan, a clan that worships dragon totem in history. The decorative patterns and historical legends on unearthed pottery show that they have the custom of continuous tattoos, live in a water town and compare themselves to the descendants of dragons. Its production tools include a large number of stone tools, as well as small bronzes such as shovels and chisels. As daily necessities, the printed pottery ding used for cooking food is unique to them and is also one of the symbols of their ethnic group. Until the Qin and Han Dynasties, there were still more than 100 Yue people, and the Dragon Boat Festival was a festival created by them to worship their ancestors. During thousands of years of historical development, most Baiyue people have integrated into the Han nationality, and the rest have evolved into many ethnic minorities in the south. Therefore, the Dragon Boat Festival has become a festival for the whole Chinese nation.

3. Background music:

It is required that during the execution of this activity, traditional classic songs will be played in the shopping mall to set off a strong traditional holiday atmosphere, establish a good corporate culture atmosphere of Hualian, and enhance the perfection of brand image in the eyes of consumers!

4: Off-store display and in-store display (see the design scheme * * * * * for details).

5. Popular posters and comprehensive promotion in the store.

Seven. Active operation:

A: Time course:

3 1 ~2 preparation of special commodities

Special photo number 3.

Creative design and production of DM newsletter and shopping mall atmosphere in 4~5 days

Print DM newsletter on 6th.

DM newsletter was distributed on the 7th, and the in-store broadcast was in place.

The 8 th event was officially implemented.

B: division of responsibilities:

1,) The store manager is responsible for implementing the gifts and giveaways involved in this activity!

2.) Ministers of all departments are responsible for preparing special offers and implementing joint promotion activities of manufacturers, with special requirements: special offers are not allowed.

Operate in strict accordance with the requirements of this scheme.

3.) The marketing planning center is responsible for all the execution guidance, related DM production and atmosphere creation of this event.

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