Shenzhou V and business boom: news analysis

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Last updated at: (Beijing Time) Friday, October 24, 2003

Shenzhou V and business boom: news analysis

China's successful manned spaceflight, marking the realization of a long-cherished dream of the nation, has undoubtedly brought about briskness to business-dealers.

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China's successful manned spaceflight, marking the realization of a long-cherished dream of the nation, has undoubtedly brought about briskness to business-dealers. In so early as half a year before the launch, some enterprises rushed to join hands with China's aeronautic development. The moment when Yang Liwei, China's first astronaut, calmly set his foot onto the Chinese soil has made more businessmen wild with joy to pick up the "windfall from the space".

Hype campaign by relevant trades

The success of China's manned spaceflight is an opportune chance for which many advertising agencies, which habitually like to jump on the bandwagon would never afford to lose. One week before and after the launch, relevant advertisements dominated the TVs, newspapers, and networks.

"Sina.com yield a lot from the success of Shenzhou V." According to Mr. Lin, client's relationship controller in marketing section with sina.com, Shenzhou V generated at least 3m to 5m worth of revenue for his net. "Such an earning as from one feature is quite considerable to net media."

Mr. Lin told us that most of their clients in this influx brought about by Shenzhou V are related with aeronautics, such as Mengniu milk, the "designated milk for the astronauts", the "Great Wall" lubricant for the spacecraft and the jeep conveying the astronaut aboard the craft, and Shenzhou V souvenirs sellers, etc. Some enterprises, for example, Legend computer intending to improve its business image of a national brand and Bo'ao Forum for a ride on the successful liftoff. Feedback from the netizens showed that these advertisements are quite paid off. The efforts of brand building by these national enterprises as supporters of China's aeronautic course are very rewarding.

"Space dinner" selling well

Served as the astronaut's diet, the homemade dishes, namely "Eight-treasure rice pudding", "fish-flavored shredded pork", and "spicy hot diced chicken and peanuts" are called the "space dinner" now. They turned extraordinarily popular in an overnight. Our reporter found that some restaurants were considering taking the advantage of the event when the space recipe was made public. A chef told the reporter: " It is common to adorn a Shenzhou V model made of flour on a cold dish and our diners are very pleased with it."

(An article from Beijing Morning and translated by PD Online staff member Lijia)

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