分类归档 dgdg

Original, Ren Shangkun, business personality

Author: Ren Shangkun

Source: Business figures (ID: biz-leaders)

On Jan. 23, the second day of the new year, Deng Chao had a dream. He dreamed of Xin Xiaofeng. It was his character in the suspense film "Burning Sun," a character who was extremely restrained because he was on the run for a homicide. That year, Deng Chao, Duan Yihong and Guo Tao won the China Golden Rooster Award for Best Actor. Until now, his performance in that film is still regarded by outside audiences as the peak of his acting skills.

When Deng Chao dreamed, he felt like he was in the movie again. He said he "couldn’t breathe." He remembered going to the sea to complete a shot. He felt uneasy and confused.

"Adventure"

On the third day of the new year, "Chinese Ping Pong: The Jedi Strike Back" directed by Deng Chao and Yu Baimei was released. But soon, less than two days after meeting the audience, the film was announced to be withdrawn, adjusted to a small-scale screening from the fifth day of the new year, and postponed to the official release on February 17.

Regarding the reason for the withdrawal, the producer said that due to the major mistakes and serious deficiencies in the decision-making, preparation and promotion of the publicity and distribution team, the film fell into a particularly passive situation during the Spring Festival.

Less than two days after its release, "Chinese Ping Pong" announced its withdrawal. Source: Visual China

As a newcomer to the transformation of a well-known actor and director, he and his partner Yu Baimei once caused "group ridicule" and became the representative of bad movies. Deng Chao understands the voices of the outside world. In recent exchanges with the media about "China Ping Pong: The Jedi Strikes Back", one of his recurring phrases was, "Is there an elephant in the room to pretend not to see?" In Deng Chao’s words, the theme of the film is not success, but "failure", which is for those who are not optimistic.

After missing the Spring Festival, a family-friendly stew, people’s nerves were slightly loosened, and they wound up again to welcome the reality of the new year. Deng Chao told the story of national table tennis falling into the Jedi, and he had to face the situation of the current atmosphere retreating.

In the film and television industry, there are not a few people who act well and guide well. From the current public information, there is still a very definite answer as to why Deng Chao became a director and why he chose such a recognized and unconventional theme as competitive sports.

He said he was an adventurous person.

The Chinese women’s volleyball team, formerly directed by Chen Kexin, was changed to "Winning the Championship". According to Chen’s self-report, the filming of the women’s volleyball team was the most difficult film he had ever made. Deng Chao focused on the national ping, and in addition to the conceivable value narrative, the official statement also implied the personal experience of the main creator. Yu Baimei said, "When the national players played the game, they completed it under what difficult circumstances. Let’s see how they went on. If they can go on, we must also persevere." From the father-son "Galaxy Tutoring School" to today’s Chinese ping pong, Deng Chao’s story transmission method has not changed much, as Yu Baimei said above.

Deng Chao’s dream of directing still has a long way to go.

This time, "Chinese Table Tennis Jedi Counterattack" is aimed at the 1995 Tianjin World Table Tennis Championships. Dai Minjia, who was modeled after Cai Zhenhua, the national table tennis leader at that time, led the decision to return from abroad, linking up coaches, players and the process of social evolution.

It was indeed a pivotal battle in the history of national table tennis. Before that, the men’s team of the national team had suffered consecutive losses at the World Table Tennis Championships held every two years from 1989 to 1993. At the 1991 World Championships in Chiba, Japan, the men’s team ranked seventh, the worst season in history. The men’s team championship medal won by the national table tennis 18 years ago was a turning point for the national table tennis team and marked the arrival of a new era.

The question is how to present it?

For such a film that audiences can roughly think of the story and ending direction when they hear the title, the director Deng Chao puts it more from the perspective of the head coach. The description used in the film for the personnel dilemma facing the national ping as a whole at that time is: "Injured, blind, small, old". As for the individual "arc light", including the prototype Liu Guoliang, Kong Linghui and other national ping five tigers, and even Deng Chao’s coach Dai Minjia’s prototype Cai Zhenhua, it is still a rare item.

Bite the score

Under the narrative of the country and the grand goal of winning gold, the film gradually moved towards the road of "blood counterattack". Behind the victory, the film gave a high-flying summary answer at the end: "The Chinese are the most diligent people in the world".

During the intense promotion period, Deng Chao emphasized the training process of himself and other actors. To restore his technique, he practiced playing with his left hand. From the accounts of him and Yu Baimei, "burning", "winning" and "competition" are high-frequency words.

In addition to people, Deng Chao’s focus is still on "technology".

To this end, the main creative team spent a lot of effort. This is slightly different from the director Chen Kexin. Chen Kexin has selected a lot of real people who have no acting experience to appear on the scene, including Lang Ping’s daughter playing the young Lang Ping when he was an athlete, and active athletes Zhu Ting and Hui Ruoqi playing themselves. The middle-aged coach Lang Ping is played by Gong Li.

Chen Kexin said that after a period of time, he found that "it is easier to train players to act than to train actors to play." That is muscle memory and the daily life of players. In the film, Lang Ping has a line that it is not important to win, but to bite the score.

Competitive sports is a subject rarely covered in domestic movies. It has natural obstacles, including the resulting market difficulties.

No matter Chen Kexin or Deng Chao, it is predictable that it is difficult to penetrate into the more specific and complex environment behind the athletes and coaches. This is probably one of the reasons why Chen Kexin focuses on the iron hammer with great personality and the cultural drama behind the event.

As for the industry situation, Cao Baoping, the director of "Burning Sun", made a metaphor: "If you give them another 50 years of Chinese football, it can’t be good. It can’t be good because you don’t have it. Your whole mechanism and system don’t say that it starts with children, and then cultivates every seedling, and then let him know what the technology of football and the magic of football are."

"A movie doesn’t have to be a parody show. No matter how much you learn from a person, if you don’t have that aura, you will always be a parody show." Chen Kexin also failed to escape the value narrative, and the emotional drama is too divided into similar films. However, when it comes to presenting domestic competitive sports itself and its problems, Chen Kexin has gone a step further, or for some conceivable reasons, it has appeared a little more.

short board

In a recent interview with The Beijing News, Deng Chao admitted to his lack of ability as a director. He said that he and Yu Baimei once made a very failed movie, and they couldn’t sleep for many days, often with a face that was as gray as death.

But he also says he needs to face up to his shortcomings. "If you don’t play well, practice your playing style; if the racket glue doesn’t work, do the glue; if the tactics are not good, practice the tactics." He just doesn’t know if he knows where the shortcomings are.

In 2013, after the contract between Deng Chao and Huayi expired, he partnered with Enlight Media to establish "Orange Image", served as the chairman of the board, and began investing in movies. His first film was "The Breakup Master," released in 2014, starring Deng Chao and starring Yang Mi, who was popular at the time. The list of supporting actors is also extensive, including Liu Yan, Gulinazar, Wu Jing, Xie Nan, Jinxing and Han Han. In 2015, another masterpiece, "Villain Angel," by him and Yu Baimei, was launched.

During that time, Deng Chao once felt that he had glimpsed the code of comedy. "Breakup Master" grossed 660 million yuan at the box office, and "Villain Angel" was nearly 500 million. Feng Xiaogang’s "Old Cannon" starring in the same period was less than half that. "Breakup Master" and "Villain Angel" scored 5.1 and 4.4 on Douban, respectively.

In 2016, Stephen Chow’s "Mermaid" went live, and Deng Chao was the male lead. The film broke the box office 1 billion in four days, with a total box office of about 3.40 billion yuan. According to Deng later, Chow said he would be "the king of comedy in the future." Since then, Deng Chao began to reflect on his understanding of comedy. He decided to change direction.

Image source: The official Weibo of the movie "Mermaid"

"Galaxy Tutoring School," which deals with Chinese education, was released in 2019, and the box office is still good, surpassing 800 million in a week. On Douban, the film has a rating of 6.2.

The box office was high, and the reputation slipped. Accompanied by this, Deng Chao became a variety bar in the "Running Man" program for several years.

In terms of popularity alone, Deng Chao is not inferior to other actors. He also has no shortage of industry resources. Deng Chao has a share of "China Partner" directed by Chen Kexin and "Shadow" directed by Zhang Yimou. The screenwriter Liu Heng recommended Deng Chao as the second male in the first film "Assembly Number", which Feng Xiaogang’s transformation breakthrough. Deng Chao and Liu Heng are old acquaintances. The "Young Son of Heaven" written by Liu Heng was released in 2003. Deng Chao starred in Shunzhi, and he also rose to fame and became an "emperor professional". Deng Chao was 23 when he made that film. After that, Deng Chao starred in a series of TV series and met Sun Li in "Happiness is Like a Flower". Both the director and the screenwriter praised Deng Chao’s talent. He later turned into a director and was blocked, and once again proved his acting skills with "Burning Heart in the Sun".

What is the difference between the early actor Deng Chao and the director Deng Chao?

Coach and director

In the national table tennis film directed this time, he starred as a coach.

In "Winning the Championship", Chen Kexin gave Lang Ping, played by Gong Li, many close-ups, such as eyes and glasses, a rotating pen in his hand, and a notebook sitting in the stands to draw battle charts. Calm, but powerful. No roars.

So far, more than a decade later, Deng Chao’s past roles still show a stable consistency. In addition to the funny comedy he longs for, every time he combs his back, it feels like he has returned to the "Chinese Partner" of the past.

As a high-profile actor, Deng Chao has been seeking breakthroughs in recent years, switching between different tracks. From "Young Son of Heaven" to "Burning Heart of the Sun" and later "Shadow", which has a depressing atmosphere like black and white ink splashing, Deng Chao plays an inwardly anxious, confused and hesitant character. His feelings, understanding and emotional communication are the best among actors.

Cao Baoping, a representative of the sixth generation of domestic directors, met Deng Chao as early as when he was filming "Li Mi’s Conjecture." He once told Deng Chao, "Chao, 95% of you are very good, but only 5% still has a red carpet smell." Deng Chao interpreted this sentence as, "He doesn’t want you to have your own thing in the play, to become the character itself." Cao Baoping shared his views on directors with the media, saying that the director’s foundation is thinking about life, more analysis, and then requirements and judgments, and then narrative.

In recent years, Deng Chao has been a frustrated director. His wife, Sun Li, recently interviewed the media, saying that Deng Chao looks carefree, but he actually has a lot of scruples and cares about the emotions and opinions around him. But she feels that he is also changing.

This time, the star Deng Chao, who has always been at the forefront of the topic trend, will become a good director in the audience’s mouth?

The audience had expectations, and so did Deng Chao.

* Headshot purchased from Visual China

Original title: "Deng Chao, it’s so hard to be a director!"

Read the original text

??　　 Tonight (January 21), the 2023 CCTV Spring Festival Gala for the Year of the Rabbit arrived as scheduled. The program on the stage was wonderful, and the talented netizens also discovered many interesting highlights and warm and touching moments during the Spring Festival Gala. Here are eight highlights to share with you.

??Behind-the-scene 1: Yang Zi and Wu Lei are wearing "wrong" clothes? netizens teased: Why didn’t the notification be in place!

??The 2023 CCTV Year of the Rabbit Spring Festival Gala opened with Yang Zi, Zhao Liying, Song Zuer, Wan Qian, Bai Yu and other artists singing "Flowers Bloom and Planter".

??Some netizens noticed that during the opening performance, most of the artists on stage wore red clothes, and Yang Zi’s blue dress looked very "abrupt". Coincidentally, when Wu Lei performed the show later, netizens also found that the other three artists in the same group as him were wearing leather tops, only Wu Lei was different from everyone else.

??In this regard, netizens teased: "What? Why didn’t you inform Yang Zi and Wu Lei to wear the same clothes? Are these two classmates disconnected from the Internet?"

??Behind-the-scene 2: Spring Festival Gala clothing has attracted heated discussions, Yue Yunpeng Weibo responded: It doesn’t matter if we complain

??In the 2023 CCTV Year of the Rabbit Spring Festival Gala, the Spring Festival Gala regulars Yue Yunpeng and Sun Yue brought the crosstalk performance "My Change, Change, Change". Unexpectedly, their costumes first caused a wave of heated discussions and were ridiculed like a double-door refrigerator.

??After the performance, Yue Yunpeng, who got his mobile phone, also noticed the discussion among the netizens, and personally sent a Weibo response to the ridicule: "It’s Chinese New Year, everyone is happy, it’s okay to complain to us, it’s okay to say that our clothes are double-door refrigerators, it’s a bit hahahahahaha!" It seems that the imagination of the netizens has also successfully amused Xiao Yue Yue!

??Behind- the-scene 3: Did you come for dinner? Netizen ridicule: Zhang Ruoyun can eat too much, right?

??It was also during the interactive session of "My Change, Change, Change" that Zhang Ruoyun and others shared the roast chicken that Yue Yunpeng "changed" to eat. The other artists ate very "reserved", and when the camera turned to Zhang Ruoyun, he could not smile when he got the chicken, and then he took a large piece of chicken and ate it very fragrant.

??No wonder some netizens ridiculed Zhang Ruoyun for contributing the first joke of this year’s Spring Festival Gala: "Others are here to participate in the show, but Zhang Ruoyun is really here to eat!"

??Behind- the-scene 4: Deng Chao cuts wide angles as soon as he runs? Sun Li smiled and said: The director of the Spring Festival Gala has experience

??The first Weibo "detonation" hot search for the Spring Festival Gala of the Year of the Rabbit was brought by the artist Deng Chao. The reason turned out to be that netizens thought he was simply too funny!

??Last year, Deng Chao appeared on the stage of CCTV Spring Festival Gala for the first time. During the chorus program, he was too excited and acted too lively, which caused a heated discussion among netizens. Even his wife Sun Li posted a Weibo joke after watching the program: "It’s almost out of the camera"!

??When the audience learned that there was still Deng Chao in this year’s Spring Festival Gala, they once teased, wondering if Brother Chao would still be excited this year? And it turned out that our Brother Chao did not forget his original intention as always, and his excitement was still the happiest person in the Spring Festival Gala!

??His wife, Sun Li, also stayed in front of the TV early to pay attention to Deng Chao’s performance. After watching her husband’s performance, Sun Li also specially sent a Weibo laugh: "This year, the director has experience. As soon as Brother Chao runs, hurry up and cut the wide angle!"

??Behind-the-scene 5: The Spring Festival Gala reappears God is misplaced! Sabine changes to "Nina Belle" in seconds

??After becoming "Mickey Mouse" on the stage of the gala a few years ago due to stage dislocation, this year’s CCTV Spring Festival Gala host Sabine performed a god dislocation with a group of cute "little rabbits". From the opening host’s camera, Sabine seemed to have grown two rabbit ears. It is not only like wearing plush jewelry to "act cute", but also bumped into the shape of Lingna Belle, who has been on fire in recent years. No wonder netizens shouted: "Ning Na Belle is here!"

??Behind-the-scene 6: The witty response is praised, and Sabine is the first person to self-" anti-black "

??In addition, the highlights were still brought by Sabine. In the middle of the Spring Festival Gala, during a series of interactions, Sabine immediately responded to the hot discussion about himself "wearing high heels" and "wearing rabbit ears to act cute".

??In tonight’s Spring Festival Gala host, Sabine was first mistaken by netizens for "acting cute" wearing rabbit ears because of the wrong angle with the "little rabbit" behind him. Later, netizens found that his height was not dominant. He was wearing a pair of leather shoes with a high heel to host the program, and the topic of "how high is Sabine’s heel" was ridiculed and discussed by netizens.

??In the live broadcast session that followed, Sabine responded tactfully and interacted with the rabbit mascot funnily: "The netizens all said that I wear high heels, but you still think I’m short?" Then, he took the initiative to put on a real rabbit ear hood and responded to the hot search "God Dislocation".

??Behind-the-scene 7: Got caught by the door? Zhou Shen: "Take bamboo shoots"?

??In the Spring Festival Gala for the Year of the Rabbit, singer Zhou Shen dedicated the affectionate song "Flowers Bloom and Forget Worries".

??After Zhou Shen’s performance, some netizens said that they saw someone say that Zhou Shen was caught by the door on the stage at Moments. The reason was that when Zhou Shen sang, the lyrics and subtitles appeared around Zhou Shen, and the word "door" happened to be stuck on Zhou Shen’s head, as if it was "caught" by the door. After making such a joke, some netizens laughed and said: "It’s not easy for Zhou Shen to play bamboo shoots!"

??Behind-the-scene 8: Wang Zhuangliang brought his brothers to the Spring Festival Gala? Re-employment boy group: Received the "password"

??Singer Wang Zhuangliang sang the song "I’ve Been Drinking With the Past" with Su Youpeng, Wang Sulong, and Jiang Yuheng. At the end of the song, some careful netizens noticed that he deliberately compared the "six" gesture, which seemed to refer to bringing the "Re-Employment Boys Group" brothers to the Spring Festival Gala together.

??Last year, Wang Zhuangliang and Chen Chusheng, Xingxing, Zhang Yuan, Lu Hu, and Wang Yixin became popular with their interesting and emotional variety shows, and they also had a limited group name: Reemployment Men’s Group.

??Over the past year, the re-employment men’s group has joined forces to "re-employment" on multiple stages, and has also brought many wonderful presentations to the audience. Before, several brothers had expressed their hope to appear on the stage of CCTV Spring Festival Gala, but in the end this year, only Wang Jieliang participated in the whole process. Although the other five people failed to appear on the stage of the Spring Festival Gala, some careful netizens found that after Wang Jieliang finished performing the song, he deliberately raised his hand and raised a "six" gesture, which always refers to the "re-employment men’s group" brothers. Users said: "I’m touched! Brother Liang is bringing his five brothers to the Spring Festival Gala!"

??After the show ended, Lu Hu, Wang Yixin, and Zhang Yuan sent Weibo to support Wang Zhuang Liang, and Lu Hu called out more directly: "Have you received the password gesture that Brother Liang gave us?" Then he added a "tears running" expression, looking very moved. (xlzy/text)

This was no ordinary news, after all, every day a brand announces its new spokesperson.

But when it comes to Wahaha, it is extraordinary. Because the last official spokesperson of Doll Ha Pure Water was still 22 years ago.

Wahaha X Wang Leehom, 20 years of endorsement

Wang Leehom emerges

In 1998, when Wang Leehom first made his debut, he did not have much popularity in the mainland. Zong Qinghou defied all odds and signed Wang Leehom as a brand spokesperson. This was also Wang Leehom’s first endorsement in the mainland.

Wang Leehom is still just a newcomer, having just made his mark with his album "Circle and Rotate".

At that time, Wahaha was more popular than Wang Leehom, and many people also knew him through Wahaha advertisements on TV…

With the Wahaha mineral water with his own avatar printed on it, the channels are spread all over the shelves of major cities and even countless villages and towns in China, thus Wang Leehom quickly gained popularity.

And because of Wang Leehom’s subsequent popularity, he became a household name in the domestic music scene, and Wahaha became even more popular because of its spokesperson linkage.

"In the past, the days were very slow, the car and mail were slow, and life was only enough to love one person."

Just like a poem written by Mu Xin, Wahaha at that time had the single-mindedness and dedication of an old-fashioned person.Wahaha and Wang Leehom spent their peak years together.

Wahaha x Leehom Wang, advertising story

From Wahaha’s perspective, the vision of choosing to sign Wang Leehom back then was forward-looking. Because at that time, Wang Leehom was not yet popular on both sides of the strait. Later, Wang Leehom, as an evergreen in the music world, and the image of a high-quality idol, also provided the Wahaha brand with years of inspirationPositive brand endorsement…

High-end famous enterprises at home and abroad

Global companies offer more than hundreds of programs, winter internship programs,

Summer internship programs and mid-semester internship programs are all being booked!

More industry information, internship programs, and dry goods

Wait until you understand

The cooperation between Wahaha and Wang Leehom has always been a story in the history of advertising. They achieved each other in the early days of entering the market, and their cooperation has been more than 20 years. For more than 20 years, Wang Leehom has become a representative of Wahaha to some extent. Together with Wahaha’s brandImage is deeply rooted…

Therefore, when Wahaha officially announced Xu Guanghan as the new spokesperson, many fans and consumers couldn’t accept it for a while. Their advertisements on Douyin and blockbuster comments were all:When will I change back to Leehom Wang and when will I drink it?

Wahaha’s brand crisis

Breaking the endorsement myth

In 2019, an interview with Zong Fuli, the successor of Wahaha, broke the "endorsement myth" between Wang Leehom and Wahaha.

She bluntly said that she did not like Wang Leehom, nor did she like Wahaha pure water packaging, because "Wang Leehom is too old" and has some aesthetic fatigue.

In fact, it is not only the spokesperson Wang Leehom who is no longer "young", but also grows old with the spokespersonWahaha brand itself…

existYear 2013, Wahaha reached the peak of revenue. That year, the group company completed beverage production throughout the year12.70 million tonsRealize operating income78.30 billion yuan, an increase of 23% year-on-year, achieving profits and taxes of 13.90 billion yuan.

exist2014, Wahaha sales72 billion yuanOperating Income of Wahaha in 201567.70 billion yuan;2016, Wahaha sales52.90 billion yuan…

The declining sales year after year also means that Wahaha’s "midlife crisis"Officially arrived.

Many people attribute Wahaha’s crisis to its products, because from the perspective of products, Wahaha has not been able to achieve the same results in recent yearsNo impressive explosives appearedThe revenue is still supported by the classic products represented by Nutrition Express, so the product aging situation is prominent.

Wahaha X Xu Guanghan, probing the edge of traffic

While replacing the spokesperson, Wahaha Pure Water also launched a new advertising slogan: "Water is water, let water return to purity".

Back in the day,In order to break the monopoly of WahahaOther "water" brands began to play different slogans, positioning mineral water, rich in minerals. Or spring water, sweet and pure natural.

Wahaha’s official website explained why they chose Xu Guanghan: "Xu Guanghan made his debut in 2003. During the 17 years of ups and downs, despite the difficulties and challenges, he has always maintained the purest original intention and love for the performing arts, which is highly compatible with the simple and pure characteristics of Wahaha Pure Water."

However, compared with the previous spokesperson Wang Leehom, there was currently a big gap in terms of popularity and works. The most important thing was that more than 20 years of brand endorsements had allowed Wang Leehom to shape the unique temperament of the Wahaha brand itself, such as "sunshine, purity, ability", etc. This unique temperament suddenly changed, which was of course unacceptable.

This is also the reason why Xu Guanghan’s brand endorsement encountered opposition from a large number of fans.

It can be seen that Wahaha has decided to replace the spokesperson in order to better achieve brand upgrading and complete brand rejuvenation, but this goal cannot be achieved by replacing Wang Leehom with Xu Guanghan.

For a company with a solidified system, when sales decline, it is inevitable to toss, and there is no market competitiveness in product innovation.Otherwise, the first thing to do in publicity is to change the logo and spokespersonThe problem is that the product has not changed, and just changing the spokesperson will only treat the symptoms rather than the root cause

Take advantage of the trend and start with youth

Old brand label

If the product has been launched for a long time, then Coca-Cola, Pepsi, 7-Up soda…Which is not a beverage that has been launched for more than a hundred years and is still selling well around the world today?

But at the same time, these brands are not aging at all, and even at the forefront of youth trends, creating a lot of young social topics every year. And keep the brand young,The most important thing is to break into the circle of young people and communicate with them in the unique language of young people…

For example, in 2013, Coca-Cola published an article on the packaging, launched a nickname bottle, and added hot words such as white rich beauty, otaku, straight-A student, etc. to the original product packaging. Label-based marketing allowed young people who were actively looking for self-identification to take their seats, and the nickname bottle even became a social currency for young people for a while.

Oreo, which is also a product that has been selling well for more than 100 years, can always convey Oreo’s brand perception of "big brain", "interesting" and "cool" through endless marketing methods.

A long time ago maxed out Moments Oreo joint universe Internet celebrity brand supreme, change the color can be sold for hundreds of dollars.

Wahaha’s Road to Change

In fact, as early as the end of 2018, after Zong Fuli served as the head of Wahaha’s public relations department, she has always been committed toBrand rejuvenation…Enter the campus, launch the Wahaha campus marketing competition, and listen to the voices of young people…

This year’s 520, combined with young people’s favoriteBlind box gameplay, launched "Blind Water". By selling 5,000 boxes at a price of 66 yuan per box, 1,000 boxes were launched every day, and every time it was launched, it sold out in seconds, achieving good results. And on May 29 this year, Zong Qinghou even played a live broadcast on the Douyin platform.

Wahaha, the "elderly trend", has made a lot of efforts so far. However, maybe it was because it was too much about marketers and channels in the past, and in today’s traffic era, Wahaha always felt that it was a little too much.

Although there are many activities, the volume does not seem to be large. After 33 years, Wahaha has to move towards a successful transformation.Just relying on the marketing strategy of one hammer in the east and one stick in the west is probably not enough.

How to stay young depends on these four points

Marketing creativity

I don’t know if you have noticed that for so many years, whether it is from Wahaha’s packaging or design, it has basically remained the same. It has always followed the consistent style, reflecting the brand’s lack of innovation.

I believe that many people grew up drinking Wahaha when they were young, but there are so many choices in the market now. Who would choose "soil" products.After all, something from a very early age is unlikely to match the tastes and aesthetics of today’s consumers.

Compared with Wahaha, Nongfu Spring does better in this regard. Nongfu Spring’s various new packaging designs have won foreign awards repeatedly, and it integrates design elements into marketing.Let every bottle design become an event marketing, attracting the attention of the industry.

Channel selectivity

According to the data, Wahaha has deeply cultivated nearly 10,000 dealers, hundreds of thousands of wholesalers, and more than 3 million retail end points across the country, and can spread new products to every commissary in remote rural areas across the country within a week."Wherever there is a commissary in China, you can see Wahaha products."

And Wahaha’s channel-based marketing model has also been cited by Harvard Business School as a case of Chinese channel innovation.

Of course, for FMCG, channels are extremely important. But inIn today’s mobile Internet, many brands have begun to advocate de-channelization and become D2C brandsOnline marketing and sales have become an important source of corporate revenue. And with the rise of e-commerce, Wahaha has missed the dividend period.

This is not to say that channels are not important, but that the trend of direct-to-consumer sales cannot be ignored because of over-reliance on channels. If you rely too much on channels, then this may also be one of the reasons why Wahaha has not seen Internet celebrity brands in recent years.

Adapt to the times and catch up with the dividend period

Due to the excessive emphasis on the effectiveness of offline marketing channels, Wahaha has also resisted e-commerce for many years.

In 2016, Ma Yun raised the issue ofThe basic concept of "five new" in e-commerceAfter listening to this, Zong Qinghou said that "except for the reliable new technology, everything else is nonsense". After that, Zong Qinghou felt: "E-commerce is easy to dump at low prices, which will disrupt the market, so in the end, business has to return to the real economy." At this moment, he still believes that marketing channels are the key.

In 2018, Zong Qinghou made a change in his treatment of e-commerce, publicly stating in an interview, "We do not boycott e-commerce, nor do we embrace e-commerce.".

The result was predictable.

At this moment, Wahaha has only just begun to fully embrace e-commerce, but it has to be admitted that this has been delayed for several years.Due to Zong Qinghou’s resistance to e-commerce, Wahaha lost a great opportunity…

As a middle-aged brand, Wahaha naturally wants to complete the brand rejuvenation, but this problemIt is not something that Xu Guanghan can completely solve.…

From product and design innovation, to the transformation of marketing methods and channels, to embracing new platforms such as e-commerce and live broadcasting, all of these must be done with great care.Otherwise, the so-called brand rejuvenation is just a slogan for Wahaha.

Take the lead and start now

From a big brand of Wahaha to the current sunset, we have witnessed their glorious side, and Wahaha advertisements can be seen everywhere in the streets. Up to now, the dazzling array of advertisements has dizzied us.In the market of traffic, it is essential to seize the opportunity, seize the opportunity, and have a keen business sense…

Responsible editor:

Prevention and control work released daily

From 0 to 24:00 on October 14, there were 4 new confirmed cases imported from abroad in the province, which were reported in Guangzhou, from Singapore, the Philippines, Cameroon and Senegal. There was 1 new case of asymptomatic infection imported from abroad, and Guangzhou reported it, from Singapore. All of the above were found at the port of entry or isolation point, and were quarantined and observed after entering the country. Three new cases were discharged.

As of 24:00 on October 14, the province has reported a total of 1873 confirmed cases of COVID-19 (477 imported from abroad). There are currently 36 cases in the hospital.

From 0 to 24:00 on October 14, there were no new confirmed cases in Shenzhen and no new asymptomatic infections.

As of 24:00 on October 14, Shenzhen has reported a total of 471 confirmed cases of COVID-19.

Where did Qingdao’s "Patient Zero" come from?

Wu Zunyou made a preliminary judgment and made a suggestion

The "News 1 + 1" broadcast on October 13 continued to focus on the epidemic in Qingdao. The program connected Wu Zunyou, the chief epidemiologist of the Chinese Center for Disease Control and Prevention, to respond to questions such as "Patient Zero", "Whether you need to be quarantined when you visit Qingdao during the Golden Week", and "The scale of this epidemic".

01. The scale of the epidemic in Qingdao should not be too large

According to the Qingdao Health Commission, as of 15:30 pm on the 13th, Qingdao’s nucleic acid test has completed 4.23 million samples, and 1.94 million results have been issued.

Wu Zunyou introduced that large-scale nucleic acid testing provides a very important technical means for understanding the scale of the epidemic. From the current results, the scale of the epidemic should not be too large.

Wu Zunyou mentioned that when a case occurs, it is still quite worrying. Especially if the patient takes the initiative to seek medical treatment in the community outpatient clinic, which indicates that there must be a certain number of cases later, depending on the patient’s early and late treatment. From the more information of Qingdao cases, they are mainly concentrated in hospitals, so the scale should be lower than that of Beijing Xinfadi and Xinjiang epidemics.

02. Taxi drivers have a limited role as a source of infection

In this epidemic in Qingdao, a taxi driver became a confirmed case, causing concern. Wu Zunyou introduced that when the driver first found positive nucleic acid, he was still asymptomatic and infected, and he turned to a confirmed case on the 13th. From asymptomatic infection to confirmed case, indicating that the driver is in the early stage of infection.

He introduced that according to the detoxification law of novel coronavirus, the patient is contagious one or two days before the appearance of symptoms and five days after the appearance of symptoms. For this driver, before the discovery on the 11th, his role as a source of infection was very limited. After the discovery on the 11th, he has been quarantined. For him, the scope of contact and spread is very limited.

03. Tourists who have been to Qingdao do not need to be quarantined

During the 11th of this year, Qingdao received 4.50 million passengers. Do you need to isolate all nucleic acid tests?

Wu Zunyou said that this is not necessary. Judging from the current testing situation, the epidemic is mainly confined to thoracic hospitals. For the vast majority of tourists who travel to Qingdao during the National Day, there is no opportunity to contact patients. But there is one point. If you go to the district where the hospital is located and take a taxi and have a taxi invoice, you need to check whether it is a taxi service provided by the patient. For other travelers, there is no need to worry too much. If you are really worried, you can take the initiative to go to a medical institution for a nucleic acid test.

04. Preliminary judgment of "Patient Zero" is likely to be related to the management of imported cases overseas

On the 13th, the epidemic conference in Qingdao mentioned that the possibility of community infection is getting lower and lower.

Wu Zunyou introduced that there are two interpretations. First, the epidemic is less and less likely to be brought to the hospital by the community to detonate. From the clinical symptoms and incidence of cases, it should be hospitalized patients, to accompany, to accompany family members, resulting in transmission. Second, the risk of this epidemic causing greater transmission in society is very small.

With the deepening of investigation and testing, more and more evidence shows that the 6 confirmed cases and 6 asymptomatic infections detected in this epidemic are highly related to the Municipal Chest Hospital. This hospital is responsible for the treatment of imported novel coronavirus infections.

Wu Zunyou said that the epidemic in Qingdao once again sounded the alarm, and the whole country should further supervise and inspect when receiving imported cases from abroad, check that the closed loop is intact and there are no loopholes.

Some netizens asked who was "Patient Zero"?

Wu Zunyou mentioned that there is no clear answer at present. Preliminary judgments show that the epidemic is not directly related to the Golden Week of November, and "Patient Zero" needs to be further transferred. Preliminary judgments are likely to be related to the management of imported cases from abroad, and this answer also needs to be further investigated and verified by local governments.

05. It is necessary to check the hospitals that receive imported cases from abroad

What issues should be paid attention to in the closed-loop management of imported cases abroad?

Wu Zunyou said that for the management of imported cases from abroad, there are designated hospitals or designated hospitals in various places. Some designated hospitals are dedicated to receiving COVID-19, and some provide services to other patients in the society while receiving COVID-19 imported cases.

If it is dedicated to serving COVID-19 cases, it should be said that the risk is relatively small. If it also serves other patients in the society, it is necessary to pay attention to whether the division of the ward is strictly isolated, and whether large instruments and equipment are cross-used.

This kind of risk should also exist in other parts of the country, so the results of this investigation in Qingdao should be taken as a warning. All localities should conduct a one-stop inspection of the hospitals that receive imported cases to see if there is a risk of loopholes in the entire closed loop and how to make up for it. This is a very important measure to stop the local spread of epidemics imported from abroad.

06. Qingdao has previously treated imported cases in hospitals, and some patients have been infected

On April 15 this year, at a press conference held by the State Council’s joint prevention and control mechanism, two new confirmed cases in Qingdao at that time attracted media attention.

According to the news released by the Qingdao Municipal Health Commission on April 7, it was initially determined that the two confirmed cases were infected by imported cases during their treatment at Qingdao Jiaozhou Central Hospital, and they were in the same ward as an imported case.

Three days later, on April 10, the official website of the Qingdao Municipal Government released information, dismissing Xing Chunli and Wei Xiu’e, vice presidents of Jiaozhou Central Hospital.

Is the test result of nucleic acid 10-in-1 mixed mining accurate?

This large-scale test involves mixing samples from 10 individuals for testing. Does this test comply with regulations? Can the results be accurate?

According to the introduction, the nucleic acid test work for the city’s population in accordance with the requirements of the novel coronavirus nucleic acid 10 in 1 mixed mining detection technology specification for nucleic acid sampling, mixed inspection in line with the State Council joint prevention and control mechanism related to social level crowd detection specification.

Mixed testing can improve the efficiency of screening, and play an important role in multi-screening, early diagnosis, and restoring the order of production and life as soon as possible. Professor Liu Yong, the main developer and specification writer of "novel coronavirus nucleic acid 10-in-1 mixed detection technology" and director of the laboratory department of Shengjing Hospital Affiliated to China Medical University, once said: "The biggest feature of the new technology is high efficiency. Saving time is extremely important in epidemic prevention and control. Finding patients one minute earlier and isolating them one minute earlier will reduce transmission and save a lot of social costs."

Once a positive is found during the mixed inspection screening, the relevant departments will be notified immediately to temporarily isolate the 10 subjects of the mixed inspection tube, and re-collect the single-tube swab for review. The mixed inspection meets the regulations, and the results are also accurate, and there will be no problems such as missed or wrong inspections.

Content sources: Shenzhen CDC, Shenzhen Health Commission, Guangdong Provincial Health Commission, Beijing Daily, Surging News

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Original title: "No new cases in Shenzhen on October 14"

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　　In Nanning City, Guangxi Zhuang Autonomous Region, since the introduction of new energy buses, the urban noise has been reduced and the passenger experience has been more comfortable; in Xiamen City, Fujian Province, by setting up a waiting area for people and vehicles to divert traffic, "pedestrians and bicycles are crowded at the intersection" and other problems have been solved; in Guangzhou City, Guangdong Province, citizens ride a ride, which has become a new trend of urban travel…

　　In order to achieve the goal of "double carbon", China has always adhered to the "reduction" of energy consumption emissions and the "addition" of low-carbon transportation, and actively carried out the creation of green travel.

　　In recent years, various localities and departments have made efforts to improve the green travel environment, focusing on improving the quality of public transportation services, and people’s sense of identity, gain and happiness in choosing green travel has continued to increase. Today, the road to green travel is becoming wider and wider in China.

　　

　　Good performance, good policy –

　　Accelerate the promotion of new energy vehicles

　　When reducing pollution and carbon emissions has become a new social trend, the advantages of new energy transportation are self-evident. In recent years, China’s transportation industry has embarked on a green and low-carbon transformation, promoted the use of new energy vehicles, and vigorously adjusted the transportation structure, achieving remarkable results.

　　"The vehicle needs 53 kWh of electricity to be fully charged at one time, and it can travel 400 kilometers, which is almost enough for a week’s commute." Li Yunan, who lives in Guiyang City, Guizhou Province, recently purchased a Changan Yidong EV new energy vehicle. He said that after replacing the new car, there will be no mileage anxiety in daily use in urban areas, and he is satisfied with the low cost of use.

　　China Association of Automobile Manufacturers data show that from January to March this year, the production and sales of new energy vehicles reached 1.293 million and 1.257 million respectively, an increase of 1.4 times year-on-year, with a market share of 19.3%. As of the end of last year, the national new energy vehicle ownership reached 7.84 million.

　　Behind the continuous heating up of the new energy automobile industry is the continuous exploration of enterprises in the industry to strengthen technical research. The battery breaks through zero fire technology and creates a "seven-in-one" intelligent vehicle domain controller… Take Changan new energy vehicle as an example. In the field of new energy, it has built industry-leading R & D capabilities and has broken through more than 400 core technologies.

　　"Real money and preferential policies have provided strong support for accelerating industrial development, and our company has also obtained a lot of direct benefits." The relevant person in charge of Changan New Energy Technology Co., Ltd. told reporters that the company has gained three major benefits: First, the state provides financial subsidies for new energy vehicles. Second, the purchase tax is exempted and the vehicle and ship tax is reduced. Third, the government provides financial support for special projects in scientific and technological research and development to encourage enterprises to continuously improve product performance.

　　In small and medium-sized cities, the degree of perfection of supporting facilities is an important factor affecting consumers’ willingness to purchase new energy vehicles.

　　"As soon as I bought the new energy vehicle, the power supply company came to guide me to install the charging pile with my mobile phone, and the next day I completed the power connection." In mid-April, Wu Peng, who lives in Gedian Town, Ezhou City, Hubei Province, experienced a "fast service".

　　In order to better serve new energy vehicle owners, State Grid Hubei Electric Power has increased its charging infrastructure building efforts and strived to improve the level of social energy efficiency in the service area. From January to March this year, 42 new charging stations and 212 charging piles were put into operation, and 174 charging piles were upgraded.

　　The latest statistics from the China Electric Vehicle Charging Infrastructure Promotion Alliance show that as of the end of February, the cumulative number of charging infrastructure in the country reached 2.864 million units, an increase of 62.9% year-on-year. Wang Yun, deputy director of the Institute of Foreign Economics of the China Academy of Macroeconomics, believes that with the continuous improvement of supporting infrastructure such as charging and replacing electricity, new energy vehicle consumption is expected to maintain a rapid development trend and help the transportation sector achieve the "double carbon" goal.

　　"Public transportation priority" is undoubtedly an important way to practice green travel. Nowadays, many places are also focusing on improving the ratio of public buses and trams in new energy cities, and rationally deploying and building charging and swapping facilities.

　　Since the beginning of this year, Linyi City has continuously improved the service facilities of new energy buses to facilitate the travel of the masses. According to the relevant person in charge of Linyi Public Transport Group, the newly added new energy buses have the advantages of lower power consumption, longer cruising range, and low noise, which can not only effectively reduce urban environmental pollution, but also provide comfortable and safe green travel services for the majority of passengers.

　　"Today’s new energy buses are so convenient, with spacious interior space, clean environment, and smoother operation than the original buses." Liu Yuqing, a resident of Linyi City, Shandong Province, said that the new energy buses are a practical and good thing for the common people, and praise the government.

　　The "14th Five-Year" Development Plan for Comprehensive Transportation Services issued by the Ministry of Transport proposes that by 2025, the proportion of new energy vehicles in urban public transportation, taxi and urban logistics distribution will reach 72%, 35% and 20% respectively. Xin Guobin, vice minister of the Ministry of Industry and Information Technology, said that the next step is to continue to ensure the stable operation of the new energy vehicle industry, increase the promotion and application of efforts, start the pilot city of full electrification of public sector vehicles, and coordinate the promotion of charging infrastructure building.

　　There are many ways, the effect is strong –

　　Digital technology is deeply empowering

　　In recent years, based on the concept of green sharing and supported by digital technology, China’s urban transportation operation efficiency and service capabilities have been steadily improved, playing a prominent role in helping to achieve the "double carbon" goal.

　　"I am a die-hard user of shared bicycles, and I usually choose to ride for my daily commute, which saves time and is environmentally friendly." Ma Guang, a resident of Fuzhou City, Fujian Province, believes that in the context of "dual carbon", Internet travel service platforms are contributing to reducing traffic pressure. "Riding shared bicycles allows us users to deeply participate in environmental protection and energy conservation. Looking at the accumulated carbon reduction, I will be very fulfilled."

　　In September 2021, the "Sharing Cycling Pollution Reduction and Carbon Reduction Report" released by the Environmental Development Center of the Ministry of Ecology and Environment showed that in the past five years, Meituan bicycle and motorcycle users have reduced carbon dioxide emissions by 1.187 million tons, which is equivalent to reducing the carbon emissions of 270,000 private cars for one year.

　　With the popularity of green travel, the ride-hailing industry is increasingly recognized. "Now I often take a ride at work, rest better, and reduce carbon emissions." Lin Han, a "working pregnant mother" in Hangzhou, Zhejiang Province, believes that in the context of increasingly intelligent and shared travel methods, the environmental protection and energy saving effect of the ride-hailing industry cannot be underestimated.

　　According to the "Zero Carbon Travel" Research Report released by Didi Travel, nearly 70% of the respondents "travel with the wind" more than 3 times a week, and 98.12% of the respondents are willing to guide the people around them to practice green and low-carbon concepts.

　　At the same time, many companies are also deepening the mining and utilization of public transportation data to promote the digitization of transportation scenes. In November last year, Tencent Maps took the lead in launching the "green travel" bus portal function, realizing "one map" to connect users to the whole scene of public transportation.

　　The reporter clicked on the "Green Travel" page and found that the new bus route map is clear at a glance – the original information of other locations has been streamlined, and the visual presentation effect of transportation hubs such as bus stops, subway stations, and railway stations has become more obvious. It is understood that in the future this "bus base map" will also add more "dynamic capabilities", such as the real-time driving conditions of buses on the map, and the user mood interaction of bus stops, etc., so as to achieve the effective integration of static road information with dynamic bus flow and social information flow.

　　Some local governments and enterprises have also joined forces to use digital technology to innovate incentive mechanisms and stimulate residents’ willingness to travel green.

　　In September 2020, the Beijing Municipal Transportation Commission, Beijing Municipal Ecological Environment Bureau and Autonavi Map jointly launched the "Green City" action. After registering to participate in the action, citizens will use public transportation, rail, and walking to automatically convert into corresponding carbon emission reductions, and can exchange bus cards, vouchers, or donate to environmental protection public welfare activities. As of March 23 this year, the event officially registered more than 1 million users, 420,000 monthly active users, and a cumulative carbon emission reduction of nearly 100,000 tons.

　　Under the guidance of the Digital Currency Research Institute of the People’s Bank of China, Meituan launched a digital RMB pilot activity in September last year with low-carbon travel as the core scenario. It is reported that users in the digital RMB pilot areas can sign up for the activity and use shared bicycles for free through digital RMB red envelopes. The accumulated number of rides can also be exchanged for more digital RMB rewards.

　　Recently, the "green semi-annual report" handed over by the pilot activity is eye-catching. Data show that the pilot activity has attracted more than 10 million users in the first half of the year, and these users have accumulated more than 70 million green cycling kilometers.

　　"This pilot event is a useful attempt to promote green and low-carbon travel through the digital yuan," said Cao Heping, a professor at the School of Economics at Peking University.

　　Industry experts predict that in the next step, digitalization will not only help the public achieve quantifiable carbon emission reductions, but also drive the low-carbon green transformation of the upstream and downstream industrial chains based on data and technological advantages, such as assisting in the construction of a comprehensive three-dimensional transportation network.

　　More convenient, faster –

　　The slow-moving system is becoming increasingly perfect

　　"Xi’an, where the spring flowers are blooming, is really beautiful. Sitting in the car every day, you can’t see such a beautiful scenery. Recently, the temperature is suitable, and cycling does not have to be blocked on the road, but also exercises and protects the environment. It really kills many birds with one stone." After the Qingming holiday, Xu Yang, a citizen of Xi’an, Shaanxi Province, changed his usual way of driving to work and started cycling to work.

　　"After suffering from traffic congestion, the travel of modern urbanites began to shift to the urban slow-moving system." Zhou Rong, director of the Institute of History, Culture and Tourism of the Xi’an Academy of Social Sciences, explained that the urban slow-moving system is an urban transportation system that takes walking, cycling and other slow travel methods as the main body of urban transportation and effectively solves problems such as fast and slow traffic conflicts.

　　Cycling is an indispensable part of the slow-moving system. Different types of bicycle lanes are designed for people with different needs, and each has its own responsibilities, not only to ensure the needs of fitness and leisure, but also to meet the functions of commuting.

　　To unlock greater urban transport resources, Xiamen in Fujian province has built the country’s first and the world’s longest air bicycle lane. From 2020 onwards, resident Lai Tingsi discovered this commuting option – riding 2.7 kilometers along the air bicycle lane to work. "At the beginning, I just had the attitude of giving it a try, but I didn’t expect it to be convenient and fast to ride down." She said that the bicycle path has no traffic lights and no motor vehicle interference, and it only takes a short ten minutes to get to work.

　　The reporter learned that there are 11 entrances and exits on the entire bicycle lane. In addition to connecting to the BRT station, it is also connected to 11 ordinary bus stations and 2 subway stations, which is convenient for cyclists to transfer at any time. In addition, the lane also has a special rest area for citizens to stop and rest and enjoy the scenery.

　　Although setting up bicycle lanes is the best solution in the eyes of cyclists, at present, in the urban center with large traffic volume, the comprehensive upgrading of the system is more realistic. In this regard, many cities have handed over good answers.

　　"After the road is renovated, it’s much more’neatly ‘!" Tang Xinzhong, who lives in Tongzhou District, Beijing, passes through Liyuan Middle Street every day, and he has a deep understanding of the changes in this road. In 2021, Liyuan Middle Street will be renovated. The original position of street trees will be converted into road dividers, and the original position of the walkway will be converted into an independent non-motorized vehicle lane. A new sidewalk will be built in the outermost green space within the red line of the road. In this way, motor vehicles, non-motorized vehicles, and pedestrians will "go their own way" without interfering with each other.

　　"Now that you’re out of the subway station, you can scan the code and ride your bike directly, and you’ll be able to go back to school soon." Xiao Zhang, a student, quickly found a shared bicycle on the subway outside of Hangzhou Agriculture and Forestry University in Zhejiang Province. Previously, because the original non-motorized parking spaces in the subway station could not meet the travel needs of teachers and students, some non-motorized vehicles often had nowhere to stop during peak periods.

　　To this end, in 2021, the Urban Management Bureau of Lin’an District, Hangzhou City established a special class to comprehensively know the real situation of the existing parking lot and surrounding vacant space in the subway station, and use drones to make aerial photos to draw topographic maps, adding more than 200 berths, effectively solving the problem of random parking of non-motor vehicles, so that the "last mile" travel is smoother.

　　It is worth mentioning that in the construction of the urban slow-moving system, the slow-moving trails also provide convenience for citizens to travel green.

　　Blossoming with flowers and trees… In Anning City, Yunnan Province, the Mantis River Slow Trail is an ecological greenway that is full of scenery everywhere. "This health trail adjacent to the Mantis River is more quiet. It is equipped with rest areas, observation platforms, etc., suitable for citizens who like to watch the scenery and take a leisurely walk." Jiang Qi, head of the Landscaping Management Section of the Anning City Administration, said.

　　According to reports, during the construction of the slow walking trail, the relevant departments of Kunming City made overall planning to integrate the trail with the natural and cultural landscapes as much as possible. According to the relevant person in charge, Kunming City built a slow walking trail around Dianchi Lake around Xinghai Peninsula, Baofeng Peninsula and Fubao Peninsula, which was completed at the end of last year and is currently undergoing partial optimization of the slow walking trail.

　　"The slow walking trails have good air and beautiful scenery, and there are various flowers blooming in different seasons. Every time I take a walk here, I feel very happy." Speaking of the slow walking trails added in Kunming in recent years, Li Xunfei, a citizen, said with emotion.

Recently, the new standard version officially listed, the new car launched two configuration models, priced 249,800 – 269,800 yuan. Under the premise of price reduction, the configuration has increased or decreased, and the overall cost performance has improved. However, the new M5 may not have reached the level of explosion, and it is still difficult to twist the overall decline of the brand.

According to the data of the Passenger Federation, the sales volume of new energy vehicles reached 3.747 million in the first half of this year, an increase of 44.1% year-on-year. Under the background of the high growth rate of the new energy vehicle market, the Q-world M5 lagged behind the market. Taking the Q-world M5, which sells the main model, as an example, the cumulative sales volume in the first half of this year was only 17,067, a year-on-year decrease of 15.5%.

Recently, we visited several Huawei stores and learned that the 2022 Q M5 now has a discount of up to 55,000 yuan. However, the price reduction can not be exchanged for sales. We believe that the reason for this situation is the decline of Q products, as well as the emergence of competing products, Q failed to respond quickly and other factors.

The price of the new model is reduced, and the discount of the old model is even stronger.

As the market penetration rate gradually increases, the elimination competition of new energy vehicles is accelerating. Ideal monthly delivery is leading steadily, NIO delivery is rebounding, Xiaopeng G6 is expected to play a "turnaround", while Zero Run, Nezha and Extreme Krypton perform well. At the same time, new energy users are also undergoing a fundamental transformation, from early adopters to the general public. Who can break through and survive? The "key to victory" still lies in differentiated products and excellent technology.

As a user of new energy vehicles for 6 years, and a small editor of the owner at the same time, I personally have always believed that 1.86 million new owners of BYD last year could not have purchased BYD for BYD’s intelligence, because BYD’s intelligence has always been very bad, and the real reason for driving consumers to buy is excellent new energy technology. Many brands are also aware of this key point and spare no effort to publicize their own new energy technology platforms.

With the help of Huawei’s halo, Ask the World has been a highlight. Although everyone only knows Huawei but not Cyrus, Ask the World M5 is still Cyrus in the end, and Cyrus is still a concubine in the end. If you want resources, you don’t have resources, and if you want technology, you don’t have technology. Dongfeng has new energy technology, but it’s not the turn to ask the world, and the direct descendants of Lan Tu and Fengshen will be given priority to "enjoy". If it wasn’t for Huawei’s blessing, maybe Cyrus would run faster than Weimaraner, and Skyrim.

Since he couldn’t get the technical support from the "big factory", Cyrus couldn’t figure it out himself, so he could only use the ready-made solution of his partners. The new energy technology of the M5 was also from Huawei, using the HUAWEI DriveONE pure electric drive platform. At the same time as the price of the new M5 was reduced, the battery life of the new car under WLTC conditions was increased from 150km to 200km, but the number of cameras was reduced, and some configurations were also castrated.

The new Q Jie M5 standard version is officially listed, and the old model discount is quite awesome. It is understood that the 2022 Q Jie M5 cash discount is 35,000 yuan, and there is a small amount of stable 20,000 government subsidies, and the comprehensive discount for the new car reaches 55,000 yuan. Take the lowest 2022 extended range rear drive standard version as an example, the guide price is 259,800 yuan, and the discount is more than 200,000 yuan, which is 45,000 yuan cheaper than the new model.

The market competition is intensifying, and the core selling points are not outstanding

Is it cost-effective to buy a 200,000 budget to ask the world M5? The BYD frigate 07 of the same level, the starting threshold is set at 202,800; the "table-lifting" zero-run C11 extended range version, 149,800; quite the bold dark blue S7, the extended range version starts at 149,900 yuan, and the top match is also 169,900 yuan. The guide price is 80,000 – 100,000 yuan cheaper than the asking world M5. The question is, can the product power of the asking world M5 support this price difference?

Hardware specifications such as the chassis of the front double fork arms and the rear five links, the 150km WLTC pure electric battery life, and various indicators on the books, there is no shortage of competing products. In all fairness, the smart car machine of the M5 is indeed easy to use, showing the fineness, the fluency of use, the response speed of human-machine interaction, and the degree of intelligence are almost impeccable. But are these so-called "smart" worth buying for nearly 100,000 yuan?

Ask the world M5 positioning medium-sized SUV, but the body size is compact. Among the compact hybrid SUV, there are many products that are not compact, such as BYD, which leads the entire new energy market. The DM-i version starts at 154,800 yuan, and the long-life version is also 179,800 yuan. Under the premise of similar battery life, it is 70,000 yuan cheaper than the Ask World M5. Moreover, whether it is word-of-mouth or second-hand value preservation, the Song Plus DM-i must be stable.

At the same time, the traditional fuel vehicle brand officially started the transformation, the launch of the E series and series, and the release of the D family. For example, the power and fuel consumption, comfort and intelligence are fully balanced, and the top match is only 173,700 yuan. Of course, the pure electric endurance is still a little bit worse. Also, to accelerate the landing of intelligent new energy layout, performance and price are worth looking forward to.

Write at the end

Compared with new power brands, Wenjie’s service and intelligence are not outstanding. Compared with the new energy brands of traditional car companies, Wenjie’s core technology is not leading either. Whether it is its own product competitiveness or the market environment, in terms of the current sales performance of Wenjie, it is indeed facing greater growth pressure. The arrival of the new Wenjie M5 standard version may be able to inject new vitality into the rising sales of Wenjie. It can also be seen that Wenjie has realized the problem, but the strength and courage to reverse the decline are still lacking.

The healing sandbox building game "Tiny Glade" created by Pounce Light launched the latest demo at the recent Steam New Festival, and the game was loved by many players.

Pounce Light recently updated the latest news on the Steam homepage, and the number of wish lists added to the game has reached 1 million, far exceeding the developers’ expectations.

Pounce Light mentioned in the update that it was originally expected that "Small World in the Woods" would become a niche indie game, but they were surprised by the attention and love of many players. Therefore, the developers decided to extend the demo of the new festival by one week until June 23, so that players who missed it would have the opportunity to experience the game.

"Small World in the Woods" is a casual, healing castle-building game. There are no grid restrictions, and players can explore the interaction of building materials to the fullest, and see what kind of world the game can build with bricks, stones, and planks. No management, no combat, no right or wrong. Leisurely, you can turn forgotten meadows into lovely miniature landscapes.

　　Our reporter, Wan Jing

　　In June 2016, after the release of the "Opinions of the State Council on Establishing Fair Competition and Censorship in the Construction of the Market System" (hereinafter referred to as Document No. 34), in 2017, all provinces and cities across the country began to establish rules and regulations, and fully implemented Document No. 34. 31 provinces have issued implementation plans or implementation measures.

　　The National Development and Reform Commission, the Ministry of Finance, the Ministry of Commerce, the State Administration for Industry and Commerce, and the Legislative Affairs Office of the State Council, together with relevant departments, studied and formulated the "Detailed Rules for the Implementation of Fair Competition Censorship (Interim) " (hereinafter referred to as the "Detailed Rules"), which were approved by the State Council and issued in October 2017. The industry unanimously commented that "another boot has landed" to allow the fair competition review to enter the substantive implementation stage.

　　19 provinces were included in the performance appraisal

　　"Legal Daily" reporters found that since the release of Article 34, all ministries and commissions of the State Council have established a fair competition review mechanism; 31 provinces have issued implementation plans to carry out the review work in an orderly manner. It is particularly noteworthy that 19 of these 31 provinces have proposed to establish and improve the government affairs and administrative commitment assessment system and improve the accountability mechanism for fair competition review.

　　Six provinces – Shaanxi, Jiangsu, Tianjin, Jiangxi, Hebei and Qinghai – called for stronger accountability and the establishment of a system of assessment, supervision and accountability for fair competition review work. Taking Jiangxi Province as an example, the Provincial Fair Competition Review Joint Conference Office and relevant industry authorities should strengthen the assessment and supervision of fair competition review work, and local governments and departments that fail to conduct fair competition review or violate fair competition review standards and introduce policies and measures, as well as fail to correct relevant policies and measures in a timely manner, must be seriously accountable.

　　In addition, more than 10 provinces (autonomous regions and municipalities) including Shanghai, Tibet, Inner Mongolia and Shandong have proposed to improve the evaluation mechanism and encourage the government to purchase services and entrust third parties to carry out evaluations. Evaluation reports should be open to the public for comments, and evaluation results should be open to the public.

　　The rules ensure that the review is left behind

　　At the end of October 2017, the "Detailed Rules" jointly issued by the National Development and Reform Commission, the Ministry of Finance, the Ministry of Commerce, the State Administration for Industry and Commerce, and the Legislative Affairs Office of the State Council were officially issued. Non-review and non-serious review in the practice of fair competition review are the primary issues to be solved by the "Detailed Rules".

　　To this end, the "Detailed Rules" mainly strengthen the procedural constraints on the fair competition review work in the following aspects: clarify the internal review mechanism, require the formation of written review conclusions, refine the rules and procedures for soliciting opinions, and establish a regular reporting system. More notably, the "Detailed Rules" further clarify the issue of supervision and reporting and accountability, and stipulate that any unit or individual can report to the policy-making authority or report to the superior authority or the anti-monopoly law enforcement agency if the review is not conducted or the review standards are violated.

　　Professor Shi Jianzhong, a member of the Expert Advisory Group of the Anti-Monopoly Committee of the State Council and Vice President of China University of Political Science and Law, believes that it is far from enough to establish fair competition censorship, and the cage of the system must be further tightened and tightened. The Detailed Rules explain and refine the relevant provisions of fair competition censorship from the aspects of review mechanisms and procedures, review standards, exception provisions, social supervision, and accountability, ensuring that fair competition review becomes a necessary procedure before the introduction of policies and measures, ensuring that review leaves traces, avoiding self-censorship as a formality, and preventing perfunctory.

　　Investigate and punish restrictions on competition

　　In July 2017, the National Development and Reform Commission disclosed that the National Development and Reform Commission and the Sichuan Provincial Development and Reform Commission investigated and found that the Chengdu State-owned Assets Supervision and Administration Commission organized a special coordination meeting and issued meeting notes, requiring municipal state-owned enterprises and their wholly-owned and controlling subsidiaries (sub) companies to give priority to insurance services provided by local state-owned enterprises under the same conditions of price and service. Chengdu State-owned Assets Supervision and Administration Commission took the initiative to issue a document to abolish the above meeting notes.

　　Rather than establishing rules and regulations, the public is more concerned about practical actions. As fair competition censorship has gradually and solidly advanced across the country, in 2017, many local governments began to strictly review their respective policy documents in accordance with the spirit of Circular 34. During the year, many acts of restricting competition or abusing administrative power to interfere with market competition order have been corrected or are being corrected.

　　According to a person from the Price Supervision Bureau of the National Development and Reform Commission, there are currently more than 40 cases of abuse of administrative power to exclude and restrict competition that have been completed or are being handled in various places, and will be disclosed one after another in the near future.

　　On December 5, 2017, the National Development and Reform Commission, the Ministry of Finance, and the Ministry of Commerce jointly issued the "2017-2018 Work Plan for Cleaning Up Existing Policies to Exclude and Restrict Competition".

　　According to the plan, by May 2018, all departments of the State Council and local people’s governments at all levels and their subordinate departments will form a conclusion on the policies and measures to eliminate and restrict competition, and repeal or adjust them according to the procedures. Before July 2018, local people’s governments at all levels and their subordinate departments will conduct a comprehensive summary of the clean-up work, form a written report, and report it level by level. Before November 2018, the inter-ministerial joint conference on fair competition review will organize inspections of the clean-up work of all provinces (autonomous regions and municipalities) and departments, and correct those that are not in place.

　　Supervision network ride-hailing local policy

　　In 2017, the biggest challenge to fair competition censorship was the introduction of local policies on ride-hailing. Many people use local policies on ride-hailing as "test strips" to test whether fair competition reviews are real.

　　New regulations on ride-hailing in many places have set up obstacles to the relevant conditions of "people and cars", and "deliberately" shrinking the policy space given to the online car-hailing industry by the Ministry of Transport. In response, Beijing Tianyuan Law Firm recently reported to the relevant anti-monopoly law enforcement agencies that "the detailed rules of online car-hailing in some cities are suspected of violating fair competition censorship and are suspected of abusing administrative power to exclude and restrict competition." At present, the National Development and Reform Commission has started to investigate the situation of local online car-hailing fair competition reviews.

　　Under the supervision of the National Development and Reform Commission, in September 2017, Quanzhou, Fujian and Lanzhou, Gansu Province successively revised the previously formulated detailed rules for the implementation of online car-hailing. The adjustment direction includes weakening the personal and household registration restrictions on online car-hailing drivers, lowering the price and technical conditions requirements for online car-hailing vehicles, canceling access restrictions on online car-hailing vehicles and drivers, and canceling other unreasonable restrictions that violate the requirements of the market economy.

　　According to a relevant person from the Price Supervision Bureau of the National Development and Reform Commission, many local governments are not copying or forwarding documents in implementing the spirit of Document No. 34, but actually conducting censorship, which is why there are more than 40 cases mentioned above. This is also closely related to the efforts of the development and reform departments to initiate and organize local administrative departments to train and study Document No. 34 and the Detailed Rules. At present, some local governments, especially at the grass-roots municipal and county levels, need to speed up the implementation of fair competition censorship, establish relevant working mechanisms as soon as possible, and really move. In addition, local governments need to come up with practical solutions in specific work implementation, such as the problem of "stock clearance".

　　Founded in November 1998, Tencent is currently one of the largest Internet integrated service providers in China and one of the Internet companies with the largest number of service users in China. Since its establishment more than ten years ago, Tencent has been adhering to the business philosophy of "everything based on user value" and has always been in a state of steady development. On June 16, 2004, Tencent was publicly listed on the main board of the Hong Kong Stock Exchange (stock code 700).

　　Enhancing the quality of human life through internet services is Tencent’s mission. Currently, Tencent regards providing users with "one-stop online life services" as its strategic goal, providing Internet value-added services, mobile and telecommunications value-added services and online advertising services. Through China’s leading online platforms such as instant messaging QQ, Tencent Network (QQ.com), Tencent Games, QQ Space, Wireless Portal, Soso, Paipai, and Tenpay, Tencent has built the largest online community in China to meet the needs of Internet users in communication, information, entertainment, and e-commerce. As of September 30, 2011, the number of active accounts on QQ instant messaging reached 711.70 million, and the highest number of simultaneous online accounts reached 145.40 million. The development of Tencent has profoundly affected and changed the communication methods and living habits of hundreds of millions of Internet users, and opened up broader application prospects for China’s Internet industry.

　　Facing the future, insisting on independent innovation and establishing a national brand is Tencent’s long-term development plan. At present, more than 50% of Tencent’s employees are R & D personnel. Tencent has a considerable number of patent applications in instant communication, e-commerce, online payment, search engine, information security and games. In 2007, Tencent invested over 100 million yuan to establish the first research institute of China’s Internet in Beijing, Shanghai and Shenzhen, to conduct independent research and development of core basic technologies of the Internet, and is gradually embarking on the road of independent innovation of national industry development.

　　To become the most respected Internet company is Tencent’s long-term goal. Tencent has been actively participating in public welfare undertakings, striving to assume corporate social responsibility, and promoting Internet civilization. In 2006, Tencent established the first charity foundation in China’s Internet, the Tencent Charity Foundation, and established Tencent Charity Network (gongyi.qq.com), focusing on assisting youth education, development in poverty-stricken areas, caring for disadvantaged groups, and disaster relief and poverty alleviation work. At present, Tencent has carried out a number of public welfare projects across the country, actively practicing corporate citizenship and contributing to the construction of a "harmonious society".

Vision:

　　The most respected internet company.

Mission:

　　Improve the quality of human life through internet services.

Values:

　　Integrity, enterprising, cooperation, innovation.

Business philosophy:

　　Everything is based on user value.

Management philosophy:

　　Caring about employee growth.

Corporate Strategy

　　Tencent takes "providing users with one-stop online life services" as its strategic goal, and has completed its business layout based on this. It has built four major online platforms: QQ, Tencent, QQ Games and Paipai, forming the largest online community in China.

On January 8, the official announcement of the Avita 11 Hongmeng Edition Smart Enjoy upgrade was listed. The car has mainly undergone four upgrades: smart driving upgrade, equipped with no map NCA function that does not rely on high-precision maps; comfort upgrade, four somatosensory optimization; chassis upgrade, new Huawei iTRACK function; rights upgrade, the highest "intelligent" rights and interests can be enjoyed for life. And the whole system does not increase the price, maintaining the 90-degree rear drive version 300,000 yuan, 116-degree rear drive version 335,000 yuan, 90-degree luxury version 350,000 yuan, 116-degree luxury version 390,000 yuan The price remains unchanged.

With the launch of the car, Avita has entered the era of "de-precision mapping" smart driving, effectively making up for the shortcomings of the high-precision map smart driving solution, not only solving the pain points of "follow the picture", but also unlocking more high-frequency smart driving scenarios. It is reported that its urban NCA smart driving function will unlock more than 300 cities at one time, bringing users a travel experience that "can be driven all over the country and is easy to drive all over the country".

Thanks to the industry’s top-class vehicle sensing and computing capabilities brought by the 3-laser radar that is fully equipped at the beginning, Avita 11’s smart driving NCA function that does not rely on high-precision maps can be quickly implemented. Avita 11’s smart driving system integrates road topology inference network (RCR) + the industry’s first GOD network to build road information in real time, keenly identify various obstacles, and improve driving safety for people and smart driving.

Avita 11’s intelligent driving system can make rapid and reasonable vehicle motion planning and path planning, and the driving style is more "human-like". In response to scenarios such as subway repair, tidal lanes, and temporary road changes caused by traffic control, the intelligent driving system can make up for the difference in the iteration cycle of high-precision maps, and truly can be opened without pictures, and complex road conditions will not be degraded. In response to daily commuting and self-driving inter-provincial travel scenarios, the intelligent driving system can independently choose roads with higher traffic efficiency.

Combined with user feedback, the car has also been optimized for the four body senses of the seat, such as legs, waist, back, and sitting posture, so that users can have a comfortable experience no matter which seat they take. At the same time, the chassis upgrade of the car is equipped with Huawei iTRACK architecture, which can realize ultra-fine road condition perception 10,000 times per second, and torque real-time adjustment of 1,000 times per second to achieve the best power output mode under different road conditions and create the best driving experience.

Huawei iTRACK function "makes the road smooth". For the most common speed bump scenarios in daily life, Huawei iTRACK accurately recognizes wheel speed fluctuations, and adjusts and controls torque within milliseconds to achieve rapid convergence. After actual measurement, wheel speed fluctuations can be reduced by 50%, and aftershock time can be reduced by 40%, thus effectively improving the comfort and safety of the whole vehicle and bringing users a better driving experience.　

Benefit upgrade is convenient. From now until February 29, 2024, car buyers can choose one of the following benefits: Benefit 1, users who buy cars after January 8 will be given a high-end smart driving bag worth 26,000 yuan; Benefit 2, car buyers can enjoy a discount of 5,000 deposit to 25,000 yuan during the event. In addition, Avita also launched more car benefits for a limited time, including: the first owner’s lifetime Sandian quality assurance; 6,000 yuan replacement subsidy; gift intelligent fragrance system; down payment of 42,000 yuan, full-term ultra-low interest financial incentives, etc.

Upstream News, Wu Jian

Editor: Wang Xinyu, Editor in charge: Zheng Wei, Review: Zhao Lei