Background
"No fear for wind and storm and with the emergence of the Sun, a sharp contrast will be found between black and white". (無懼風雨，太陽一出，黑白分明) was the slogan used by The Sun when it first appeared in the market. The phrase actually means "There is no need to fear trials and tribulations, for once the sun rises, all things will become clear, the righteous will shine and the wrong will hide in the shadows."
Since the newspaper market in 1999 has already been well-developed, The Sun adopted an aggressive marketing strategy to gain as much market share as possible, initially selling the paper for only $2. This triggered a price war among all the local newspapers in Hong Kong. At that time, most newspapers reduced their prices by half. However this competition did not last very long. The price of all newspapers gradually rose again after a few months' time. The Sun followed and gradually raised the price as well. Ultimately this price war made 6 newspaper companies run out of business.
In addition to price-cutting, The Sun used various methods to attract people to buy their paper, such as giving away T-shirts with the Sun's logo. Moreover, it enclosed some souvenirs such as toys, books and fast-food restaurant discount coupons.
Read more about this topic: The Sun (Hong Kong)
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