Who has plans for the Dragon Boat Festival?

The fifth day of May is the Dragon Boat Festival. On this day every year, many people make zongzi, and 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 this is to commemorate 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 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 there are many special customs on this day to exorcise evil spirits, disinfect and avoid epidemics, such as inserting cattail leaves, drinking realgar wine and offering sacrifices to the messengers of the five epidemics.

Later, the meaning of the Dragon Boat Festival changed. In order to commemorate the patriotic poet Qu Yuan's patriotic spirit and lofty personality, some customs that are not necessarily to commemorate Qu Yuan, such as rowing dragon boats and making zongzi, are all associated with him. As for the Dragon Boat Festival, it is actually not the arrival of the Dragon Boat Festival now, and dragon boat races are 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 production of corn and zongzi in the past 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, the written record began 500 years ago with "He Xu" 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, * * * has 227 records of dragon boat races. There is a saying about rowing and racing dragon boats on the Dragon Boat Festival that "the masses set out by boat and rushed to save Qu Yuan." And "a loud cry of drum music scared away the dragon." . These are all reminiscent of Qu Yuan. Every year during the Dragon Boat Festival, Chinese people in the north and south of China 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!

A small reference to the Dragon Boat Festival poem:

Seven laws. Dragon Boat Festival

Yin (Tang)

Teenagers are more affectionate on holidays, but they will know that they are emotional when they are old;

It's useless, but just pray for wine and wine.

The temples add white heads every day, and pomegranates bloom every year;

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

Second, the activity time:

June 8, 2005 (Wednesday ~ June 7, 2005 (Friday), duration 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, commemorate Qu Yuan and preserve folk traditions, a number of publicity activities were 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 on the day of the event.

Four. Location:

1 Hualian Supermarket Xinhua Branch

2 Hualian Supermarket Daqing Branch

Verb (abbreviation of verb) activity form:

1 special price (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 prices, and * * * is divided into two time periods to prepare special prices:

The first time period is from June 8th to June 1 1 (Dragon Boat Festival). These five days are mainly based on the traditional Dragon Boat Festival, and special products are prepared. This product focuses on saving daily necessities, materials and supplies for 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 goods sold in our supermarket can be used as the positioning choice of special goods! (Focus on fresh and dry sectors)

Commodity subcategories are as follows:

Zongzi (Sanquanling, Yili, miss series SP form, or special price, or buy it as a gift, or sell it together! ! Try it! All forms are applicable;

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

In addition: contact suppliers for joint promotion, do a series of publicity (miss can consider) for 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! The price reduction requirement is powerful (30%~50% lower than the original price)

The second time period is 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 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 to the pattern.

Commodity subcategories are as follows:

Leisure department: 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 cold quilts, etc. (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 goods should be "high in requirements and strict in standards", and it is forbidden to happen 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, Dragon Boat Festival 1 1, and at 9: 00 ~1:00 in June, 2005, the 10 group split the text "On May 5, I was looking for Qu Yuan in Hualian" and customers could participate in the collection. Get together at one time and 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 activity is specially held. I hope all the 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 2005 1 1, from 2 pm to 5 pm.

C: activity mode:

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

Every round is played by two family units! (Participants must be family members)

Sixth, the form of publicity:

5000 1M 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 you a happy family, peace and happiness! From June 8 to June 7, 2005, the wonderful Dragon Boat Festival promotion 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 of this promotion: * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *

Interspersed with broadcast content:

1 Dragon Boat Festival on the fifth day of May)

The fifth day of May is the Dragon Boat Festival. On this day every year, many people make zongzi, and 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 this is to commemorate 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 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. Therefore, many special customs of exorcising evil spirits, disinfecting and avoiding epidemics spread on this day, such as inserting leaves of Pu 'er, drinking realgar wine and offering sacrifices to five plague messengers.

Later, the meaning of the Dragon Boat Festival changed. In order to commemorate the patriotic poet Qu Yuan's patriotic spirit and lofty personality, some customs that are not necessarily to commemorate Qu Yuan, such as rowing dragon boats and making zongzi, are all associated with him. As for the Dragon Boat Festival, it is actually not the arrival of the Dragon Boat Festival now, and dragon boat races are 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 production of corn and zongzi in the past 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, the written record began 500 years ago with "He Xu" 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, * * * has 227 records of dragon boat races. There is a saying about rowing and racing dragon boats on the Dragon Boat Festival that "the masses set out by boat and rushed to save Qu Yuan." And "a loud cry of drum music scared away the dragon." . These are all reminiscent of Qu Yuan. Every year during the Dragon Boat Festival, Chinese people in the north and south of China 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!

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. Here are only the following four:

Commemorating Qu Yuan

According to 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 the use of talents, empowerment, and prosperity, and advocated joint resistance to 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 Yuan and Xiang river basins. 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, the Dragon Boat Festival is also called the Poet's Day). In 278 BC, Qin Jun conquered Kyoto of Chu. Seeing that his motherland was invaded, Qu Yuan was heartbroken, but he was always reluctant to give up his motherland. On May 5th, after writing his masterpiece Huai Sha, he died in Miluo 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 so sad that they 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 is the custom of dragon boat racing, eating zongzi and drinking realgar wine. In memory of the patriotic poet Qu Yuan.

Commemorating Wu Zixu.

The second legend of the Dragon Boat Festival, which spread in Jiangsu and Zhejiang provinces, commemorates Wu Zixu in the Spring and Autumn Period (770-476 BC). Wu Zixu, a famous Chu national, 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 to attack Chu, and entered the capital city of Chu in the Five Wars. At that time, King Chu Ping was already dead. Zixu dug a grave and whipped 300 bodies to avenge his father's murder. 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. 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. Zixu, a loyal minister, feels like 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 and destroy Wu." Then he killed himself. Fu Cha was furious after hearing this. On May 5th, he wrapped Zixu's body in leather and threw it into the river. 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 several 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 to the governor of the county government, who made it a monument for disciple Han Danchun to make a eulogy.

The tomb of the filial daughter is in Shaoxing, Zhejiang Province today, and there is a monument made 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, there was a cultural relic with geometric prints and pottery ruins 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 tattooing constantly, live in a water town and compare themselves to the descendants of dragons. Among its production tools, there are 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 one of the symbols of their ethnic group. Until the Qin and Han Dynasties, there were still more than 100 Vietnamese people, and the Dragon Boat Festival was a festival for 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 to play traditional classical songs in the shopping mall during the execution of this activity, so as 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.

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

Print DM newsletter on 6th.

On the 7th, DM newsletter was distributed, and in-store broadcasting was in place.

Activity 8 was officially implemented.

B: division of responsibilities:

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

2.) Ministers of all departments are responsible for the preparation of special bargainers and the implementation of joint promotion activities of manufacturers, with special requirements: special bargaining is 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 activity.