The golden years of music, the long-lasting Yan dance

"Yan dance Yan dance, a song to a love" this classic slogan spread throughout the north and south, and for the "Yan Wu brand" tape recorder, many people are "buying money to buy one." As the leader of domestic brands, Yan Dance once became part of the entertainment life of Chinese mass-market electronics consumers, but failed to grasp the new opportunities in the market economy environment. In the case that management, technology and after-sales support cannot be followed up, Eventually replaced by a brand new product, it has withdrawn from the stage of history.

Beginning in the late 1970s, influenced by Hong Kong and Taiwan and Japanese culture, the material and cultural life of young people in mainland China began to enrich. The "Wangxiang" starring Kurihara's small volume blew the flares into China, and Takakura Ken and Nakano Ryoko's "Hunting" was the image of a handsome sheriff in the young group at that time. At the same time, rock music is gradually becoming popular in mainland China. People often see rock-and-roll youths wearing frog mirrors, flared pants and long hair walking in the streets, parks and squares. On the shoulders of these young people, there will be a tape recorder that now seems to be a "big Mac". Yan Dance is one of the many domestic recorder brands. Up to now, many young people of the new generation have no concept of Yan dance, but for those after 60s and 70s, brands like Yan Dance are deeply left in people's memory.

In 1968, Jiangsu Yanwu Electric Group was established in Yancheng, a coastal city in Jiangsu Province. In the following ten years of development, it gradually developed into a large-scale enterprise in the country. Its products mainly include household appliances such as tape recorders, stereos, air conditioners and DVD players.

In the mid-1980s, Yan Dance Group began a large-scale TV advertising campaign, spending huge sums of money to publish TV commercials in fixed time periods of major provincial and municipal TV stations. At that time, when people watched TV, they often saw a young man wearing a headset, imitating the band drummer's action against the drums, and enthusiastically singing "Yan dance, Yan dance, a song to a love." At the same time, it also promoted "Yanwu 888, quality top 呱呱", "Song dance Yan dance everywhere, bringing countless friends", "Yanwu 589, all kinds of functions", "Long Year Yan dance show new posture, sprinkling to the world is love" Such as the wide spread of advertising copy. At the same time, the footsteps of the paper media coverage are not far behind, and there are a lot of advertisements for Yanwu brand products. According to statistics, in 1987, Yanwu Group’s advertising expenditure was as high as 4 million yuan, which can be regarded as an astronomical figure for the Chinese market and civilians in the early stage of reform and opening up.

However, as time passed, with the upgrade of technology and the emergence of new product forms, Yan Dance also fell to the ground. At the end of 1996, the Yan Dance Group, which entered the desperate situation, finally announced a complete shutdown. Two years later, in 1998, the Yan Dance Group, which used to be a famous brand in China, collapsed. In 2005, the Yan Dance Group on the People's Road in Yancheng once again rang the roar of the machine. Unfortunately, this roar was not a prelude to the rise and revival, but a deep history. The new round of Yancheng Development Plan has included the Yansha Group's comprehensive production main building into the demolition scope. The Yan Dance Group, which once heard the Chinese and foreign, began to disappear, and replaced by the most popular real estate industry in China's economic development.

In the face of the news of the collapse of the Yan Dance Group, Miao Haizhong, an ad actor who was ignorant of the "Yanwu Boy", accepted an interview with the reporter. In addition to reminiscing about himself and Yan Yan, Miao Haizhong was very objective, but he was embarrassed. I feel that "I have heard about the collapse of Yan Dance. There is no regret about this. This is the law of the market. If there are people who will do the 'Yan Dance' brand in the future, I hope they can do well."

The demise of the Yan Dance Group is ultimately rooted in the open market economy environment, and the new round of technical competition is left behind. In the mid-to-late 1990s, the recorders began to retreat from the consumer's music and entertainment products to the second line, giving way to more fashionable and more technologically advanced CD and VCD/DVD products. At the same time, a large number of foreign brands began to enter the Chinese mainland. market. However, under such circumstances, Yan Dance feels that the new form of VCD and DVD products "has no future" and still nostalgia in the tape recorder myth established in the past. When VCD and DVD quickly eliminated the recorder, Yan Dance suddenly realized the importance of product innovation, but at this time the market has been covered by new products and technologies, and Yan Dance has been unable to return to heaven. Like Yan Dance, many of the old products of domestic manufacturers were at a disadvantage in performance and price competition, but they failed to introduce them into portable and home entertainment products and technologies, and could not provide consumers with complete After-sales technical support, eventually facing the elimination of this market.

The collapse of the Yan Dance Group has become a talk of many people after a meal. In addition to market competition and technological impact, there is another saying in the market that the person in charge of the Yan Dance Group at that time chose the Chinese in the face of opportunities and adjustments. The traditional conservative thinking, instead of investing resources into new technologies and new products, instead depositing a large amount of cash assets into banks, trying to survive by eating interest, so that corporate development is stagnant. In terms of sales, due to poor management, many salesmen began to fill their pockets, and the market pioneers turned into corporate “locusts”, accelerating the pace of the fall of Yan Dance.

Many people are embarrassed about the destruction of the Yanwu myth. After the collapse of the company in 1998, some middle-level cadres were not willing to break their dreams. As the old generation of "Yan Dancers", they have relied on the resources they have mastered over the years to build factories and continue their dreams of Yan dance. Zhao Wushan is one of them. It is reported that Zhao Wushan once purchased all 42 categories of Yanwu brand trademarks in the hands of Yanwu Group's bankruptcy liquidation and liquidation team. However, due to technical, talent and financial support issues, these trademarks are still idle. But the old "Yan Dancer" seems to have his own other intentions. He said, "When I was working in the Beijing office, I saw Beijing citizens staying up in the snow and staying up late to buy our Yan dance recorder as a dance in Yan. I have been working for 24 years old, I have a lot of feelings about 'Yan Dance', and reviving 'Yan Dance' has always been my wish."

Since its birth, music has been widely circulated because of its emotional expression. With the development of time, the form of music is also ever-changing, and in the process of music development, related instruments and related products are constantly emerging. The Yan Dance Recorder and the Yan Dance Group are just a glimpse of the glory in the history of the vast music, but they have not reached an irreplaceable point, and this substitution is also cyclical. For example, VCD/DVD replaces the tape recorder, and MP3 and MP4 replace VCD/DVD. In this progressive alternative process, the evolution of technology plays a crucial role. Therefore, keeping up with the pace of technology and market opportunities is crucial for a brand. This is the most essential difference between a century-old company and a small factory that is famous overnight.