Forty Million Customers Carl Crowe

Content introduction:

Editor's recommendation: ★ Foreigners look at China. The famous "China hand" classic "Forty Thousand Customers" is one of the famous "Foreigners look at China" works, written by Carl? Crow has lived in China for 25 years, and is an old "China hand". With rich experience and smart writing, he has vividly described the customs of the ancient oriental country. Since its first edition in 1937, this book has won various favorable comments from British and American newspapers and won the National Book Award of the United States. It has been translated into French, German and other languages and reprinted many times. When the Anti Japanese War was won in 1945, the Allied soldiers who came to Shanghai often had a pocket edition of "Forty Thousand Customers". Most of their understanding of China came from this book. ★ The business experience of advertising tycoons and business thinking with special reference value. The advertising company founded by Crow is one of the four foreign-funded advertising enterprises in Shanghai at the beginning of the 20th century. It pioneered in many fields, such as the successful use of the image of "modern girls", leading the trend of advertising industry in the Republic of China; Launch publications related to commodities to promote Chinese people's understanding and acceptance of new things; Flexible adjustment of promotion methods to adapt gifts to the Chinese market. A wealth of cases and precise research on customer psychology not only clarified various misunderstandings about China to foreigners at that time, but also has different inspiration and reference for Chinese sellers and buyers today when people bring goods. ★ The epitome of Chinese society at the beginning of the 20th century, the warlords who used war to vent their hatred for ordinary people's lives, the square stalls that can be seen everywhere in sunny days, the fashionable cheongsam that highlights the curve of the figure, the rickshaw driver waiting at the door of the club... Crow integrated his own experience and hearing in China into this book, avoiding the stereotyped writing method and the self righteous sense of Western superiority, The words are full of love for China and Chinese people, so that we can face the streets and alleys of the Republic of China, and the life of ordinary people, and have a glimpse of the social situation and local culture at that time. ★ Humanity that has not changed for hundreds of years, and you and I are still imbued with the cultural undercurrent. Family coolies are always busy in front of you, sedan bearers who can always find loopholes to increase the price, horseshoes that must be shipped from Hamburg to be recognized no matter where they are made, and shop assistants who can use every packaging material... Crow, with the unique keen eyes of reporters, We have a thorough understanding of the diversity of commodity transactions. The Chinese people's psychological model, life philosophy, and work culture are still in date today after earth shaking changes. Readers will feel the same when they look back on the past and examine themselves. ★ Easy and humorous description+vivid cartoons, walking into the book of the Republic of China that you don't know, the writing is easy and humorous, the language is humorous and funny, and it often makes people laugh. In particular, 42 illustrations drawn by Russian painter Sabacho for the first English edition of this book are included. The cover of the book is a picture of old Shanghai by Austrian cartoonist Xu Fu. The article "Crow in the" Lincheng Robbery "and Crow's biography are attached to the text to supplement the background of the text, so as to help readers better understand Crow and the era he told. Content introduction: On the streets of Shanghai in the first half of the 20th century, the billboards of Crow Company were everywhere. Carl? Crow is a foreign businessman who began to engage in advertising and merchandising in Shanghai Tang earlier. He regards all the 40 million Chinese as potential customers and studies all aspects related to them. In this book, Crow describes a series of anecdotes he has experienced with the reporter's unique keen vision and witty and accurate writing: "Hamburg horseshoes" are not all from Hamburg, Germany, and there is no market for a pack of twelve sewing needles with different specifications even as gifts in China. The money paid for fish in Qiantang River may not include the cost of tying the fish rope, In the eyes of foreigners, the "Chinese cuisine" stir fried sundries do not exist in China... Some Chinese culture and the way of thinking behind doing business in China are still not outdated. Celebrity recommendation: The insight presented in Forty Million Customers comes from a Chinese expert who has a deep understanding and understanding of his second hometown, and also avoids the very common stereotype writing method and self righteous western superiority. In the late 1930s, it became one of the most popular works among the numerous publications discussing China, and quickly became our favorite abusive expression - "classic", which still remains today—— Paul, the author of Midnight Peiping and the biography of Crowe? In Paul French's book, no page is boring... The book easily narrates the appearance of daily business facts in a pleasant tone of chatting after dinner. Readers will never lose their sense of reality or life—— Lin Yutang, a writer and scholar, recommended by the media that anyone who wants to do business in China should not avoid it by taking chances—— The Times is one of the most convincing and vivid descriptions of Chinese life—— Book of the Month Club News is a human feast for almost all kinds of readers—— The Boston Herald is full of relaxed anecdotes, easy to understand, pleasant and informative—— The New York Times

About the author:

About the author: Carl? Carl Crow (1883-1945) was an American journalist, businessman and writer. He came to Shanghai as a journalist in 1911 and founded Crow Advertising Company in Shanghai in 1918, which provided a vision for China to build its own advertising industry. After the outbreak of the Anti Japanese War in 1937, Crowe was forced to leave Shanghai, but he still appealed to all countries to lend a hand to China and raise money for China's war of resistance. He died in New York in 1945. For a quarter of a century living in China, Crowe has traveled all over the country, witnessed the 1911 Revolution, the War of Resistance against Japan and other major events, interviewed Sun Yat sen, Chiang Kai shek, Zhou Enlai and other political celebrities, and published many best-selling books on China. He is an American friend who enthusiastically supports China's cause of resistance against Japan and always loves the Chinese people. In addition to this book, Crowe also wrote I Speak for the Chinese, My Friends, the Chinese, etc.

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