标签归档 西安夜生活论坛

Some time ago, Taiwanese netizens came across Peng Yuyan walking his dog at the Tianmu House in Taipei.

He was wearing a black cap, a black T-shirt and slacks.

It looks very low-key, without a bit of celebrity style, and you can’t recognize it if you don’t look carefully.

The name "Peng Yuyan" has not been mentioned for a long time.

It seems that since a few years ago, he has suddenly disappeared and rarely appeared on the screen.

In recent years, he has not produced any new works, and he has hardly been seen on major red carpets or events.

That lazy and casual look is like retiring early.

You know, the former Peng Yuyan was a popular "national male god".

And now that he is only 41 years old, he has disappeared, and there is almost no such person.

So, from the national male god to his disappearance, why did Peng Yuyan suddenly stop being popular?

Reason 1: Offend Li Bingbing

There have been rumors in the circle that Peng Yuyan was banned because he offended Li Bingbing.

Regarding the "grudge" between the two, it has to start with an event in 2018.

In 2018, the stars gathered on Weibo night, including Li Bingbing and Peng Yuyan.

At that time, Peng Yuyan was a popular student in Taiwan, but he was still a long way from the first line.

And Li Bingbing is the "first sister", which is highly praised by capital, and the resources have always been very good, and she is a good front line.

When attending an event, arranging seats and seating according to the coffee spot is a well-known "unwritten rule" in the circle.

The higher the popularity, the stronger the capital behind it, and the higher the position.

The larger the coffee position, the higher the status, and the closer it is to the C position.

On Weibo night, Li Bingbing’s original position was arranged in the first row.

Peng Yuyan’s seat was in the second row.

As a result, Li Bingbing’s position was changed to the second row, while Peng Yuyan sat in the first row.

After being replaced by the nameplate to seize the seat, Li Bingbing was so angry that she did not take a seat and kept standing backstage.

Even when Li Bingbing was on stage to receive the award, she was also brought up from the backstage.

Although there was a smile on his face after winning the award, he could still detect the displeasure of being robbed of the seat.

As the "seat grab" fermented, many people complained about Peng Yuyan.

In particular, Li Bingbing’s fans feel that their idol has been wronged.

Li Bingbing’s support will be even more insinuating, directly dissing Peng Yuyan with words.

As public opinion intensified, Peng Yuyan’s studio issued a statement:

On the day of the event, the artists attended the event with the crew. They were unaware that the seats at the event site were temporarily adjusted and cooperated with the arrangement to be seated. After learning about the incident, the artists themselves and the team immediately apologized to the seniors and the team who designed it, and thanked the seniors for their generosity and the team’s trust and understanding.

Although Peng Yuyan’s studio issued an apology and threw the pot to the event organizers.

In addition, he also paid attention to Li Bingbing, wanting to gain understanding and peace of mind.

However, Li Bingbing’s fans did not buy it. They were full of anger and opened the crazy mode as always.

However, Li Bingbing was more magnanimous, not only returning to Peng Yuyan, but also not mentioning the matter again.

Since the parties didn’t say anything, the fans on both sides naturally stopped a lot.

When he thought things would come to an end, Peng Yuyan took a downhill path, and his resources were not as good as before.

Later, he was at the edge of the entertainment industry, and suddenly the "light circle" was no longer popular.

For a moment, all kinds of guesses arose.

The most common theory is that Li Bingbing forgave Peng Yuyan on the surface, but she was still very angry inside.

Therefore, as the first sister, she relied on her extensive network and used the power of capital to ban him.

Could it be that Peng Yuyan’s "disappearance" was really just because he offended Li Bingbing?

In fact, this is not the case. In addition to this reason, there are multiple factors.

Reason 2: The acting is not good, but there are a lot of scandals

Sometimes, in the face of absolute strength, capital will also consider making concessions for you.

If Peng Yuyan’s acting skills were outstanding and his strength was strong, he would not be abandoned by capital so quickly.

Obviously, his acting skills have always been controversial, and no excellent acting skills or works can win over audiences.

Even if the acting is not good, there are still a lot of scandals.

His private life is much more exciting than his work, attracting a lot of attention by hype.

Peng Yuyan said that he doesn’t like to hype his relationship, but he is also obsessed with peach scandals.

There were previous revelations that Peng Yuyan had talked to Cai YL, which was also confirmed by Peng Yuyan’s agent.

The two met in 2006 and fell in love quickly, secretly dating for three years due to various considerations.

During their relationship, the two were constantly blocked by the company, and with Peng Yuyan’s scandal, the two finally broke up.

It is said that when Peng Yuyan and Cai YL were in love, he carried Miss Cai and oxygen beauty Lin Jiaan to the dark.

Some media have photographed Lin Jiaan staying at Peng Yuyan’s house for two hours, and some have revealed that the two are dating.

Although many "cohabitation photos" were taken, the two held the attitude of "beating to death and not admitting it".

Peng Yuyan also had an affair with Big S, and the two became attached to "The Voice Practice of Love".

Before the filming was over, the scandal between the two was flying all over the sky.

They not only flirted on set, but also were very ambiguous when attending events.

However, later, the two sides agreed that they were oolong and did not call.

In 2011, Peng Yuyan and Shu Qi went to a nightclub together late at night to be happy to be photographed, which led to a love affair.

The two met because of filming the MV, and Peng Yuyan would send birthday wishes to Shu Qi on time every year on Shu Qi’s birthday.

Peng Yuyan has shown his liking for Shu Qi in front of the media many times, and also called Shu Qi his own Muse.

Taiwan media once broke the news that the two had a relationship, but Peng Yuyan was not famous at that time, so it did not attract much attention.

In 2013, Peng Yuyan and Bai Baihe collaborated on "Break Up Contract", and the two were accused of falling in love due to the play.

Later, when Bai Baihe and her husband divorced, the scandal between Peng Yuyan and Bai Baihe was also noisy.

Peng Yuyan can be said to be filming a play for a gossip girlfriend.

In 2014, Peng Yuyan and Guo Caijie were rumored to have an affair for filming "Love Close at Hand".

In addition, Peng Yuyan has also been rumored to have affairs with actresses such as Zhang Junqian and Xu Qing.

Peng Yuyan and Zhang Junyu filmed "I am in Kenting, the weather is fine" together, and cooperated with Xu Qing on "Evil does not suppress good".

I don’t know if it’s to deliberately create scandals for publicity and hype, or if actors are too easy to "fall in love with the play".

Anyway, Peng Yuyan’s reliance on a basket of "love" has attracted a lot of attention.

Due to the rich personal relationships, some people ridiculed Peng Yuyan for "more gossip girlfriends than works".

Reason 3: Most works are flexing their muscles and cannot afford the box office

No doubt, some aspects of Peng Yuyan are just passable.

For example, his acting skills need to be improved, and his personal relationships are too confusing.

But his figure is really amazing.

Jiang Wen once said that Peng Yuyan is not an ordinary person, and his self-discipline is very strong.

A body like his is more beautiful than an ancient Greek sculpture, why don’t I take a picture?

In other words, Jiang Wen approached Peng Yuyan to film, not for his acting skills, but for his figure.

As a result, there is Peng Yuyan’s "wonderful performance" in "Evil Does Not Suppress Upright".

In fact, Peng Yuyan didn’t show off his figure at the beginning of filming.

The first time he was noticed was because he starred in the role of Tang Yu Xiaobao in "The Legend of Immortals and Swords".

The fairy sword made Hu Ge and Liu Yifei popular, and Peng Yuyan, as a supporting actor, also began to emerge.

In the following years, he starred in a number of film and television works, but they were all tepid.

It was not until around 2010 that Peng Yuyan became inexplicably popular because he liked to take fitness photos.

In the past, when he was studying, Peng Yuyan was a little fat man.

Because he was too fat, he was often laughed at by his classmates. He felt inferior and didn’t dare to talk to the girl he liked.

So later, he made up his mind to lose weight and entered the entertainment industry by chance.

After learning the story behind Peng Yuyan’s fitness, many people praised him.

Praise him for his self-discipline and admire his ability to develop from a fat man to a muscular man.

In 2011, Peng Yuyan received an invitation from the crew of "Roll! Ashin".

In the film, Peng Yuyan began to show off his figure, but he didn’t expect a good response.

After that, Peng Yuyan took the tough guy route and walked farther and farther on the road of showing off his figure.

In films such as "Operation Mekong", "Guild War", and "Evil Does Not Suppress Upright", his strong body can be seen.

With his unique appearance, Peng Yuyan won a group of fans and the title of "National Male God".

Unfortunately, things must be reversed, and showing too much can also cause visual fatigue.

Without excellent acting support, relying solely on one’s body to attract attention will not last long.

Peng Yuyan is very hard-working and inspirational.

But his acting has been stagnant, without much progress.

Peng Yuyan has never denied the shortcoming of "acting":

"I didn’t get the hang of acting, it’s always been like this. When I get a feeling, I don’t know how to act. I feel this way every time. Can I act? I don’t understand this at all."

After eating the bonus of the figure, the capital found that Peng Yuyan could not afford the box office at all.

In recent years, the films starring Peng Yuyan have not been as good at the box office every year.

Either the rating is low, the box office is low, or the street is double.

In 2017, "The Legend of Wukong" 698 million at the box office, with a rating of only 5.1.

2020’s Emergency Rescue 485 million at the box office with a 5.9 rating.

The 2021 "First Incense" box office 64.21 million, with a rating of 5.0.

The rating failed again, and word-of-mouth box office double hit the street.

Also in 2021, "Tropical Past" 64.09 million at the box office, with a rating of 6.2.

This is Peng Yuyan’s highest-rated film in the past six years, and he has finally entered the passing line.

However, the box office was unsatisfactory and suffered a terrible loss.

Unable to afford the box office, and without the support of excellent works and acting skills, there are more and more bad films.

What’s more, Peng Yuyan is already over 40 years old and no longer young.

There was nothing in his body worth the capital investment.

It is inevitable to lose value and be abandoned by the times and capital.

And it turns out that when times and capital abandon you, they won’t say hello.Peng Yuyan is the best example.

Reason 4: Issues of nationality and position

If only the above three reasons are not enough to make Peng Yuyan "disappear".

After all, many actors in the circle also have bad word-of-mouth, bad box office, and chaotic lives.

People still eat leftovers in the circle, as long as they are thick-skinned enough.

The last "straw" that crushed Peng Yuyan was his "position".

With the rapid rise of the mainland economy, the scale of the entertainment market is also expanding year by year.

The prosperity of the mainland market and unlimited business opportunities have attracted a large number of Hong Kong and Taiwan artists to flock to the mainland for development.

In order to better extract gold in the inland, many artists have taken a stand and forwarded that there is only "one China".

However, Peng Yuyan was caught, and he not only did not forward it.

And he also made some remarks on overseas platforms that were not conducive to unity.

Back then, Peng Yuyan was promoting his movie "Guild Wars".

Two posts were posted on foreign social media platforms in Chinese and English.

He first sent a Chinese message saying that Guild Wars will be released in Hong Kong today, China tomorrow, and Taiwan in September.

Then I sent it again in English.

Referring to the mainland as China, Hong Kong and Taiwan alone said that this move caused netizens to explode, and netizens commented:

"It should be said that Hong Kong, Taiwan and the Chinese mainland should not be juxtaposed with China."

"In fact, many Taiwanese artists pretend to be very patriotic to make money."

"No matter how good the actors are, on the one hand, insisting on one China is the bottom line."

Perhaps seeing the skepticism and public outrage, Peng Yuyan’s team immediately offered an explanation and public relations.

However, netizens did not buy it, thinking that he was "pretending to be wrong" for the money.

If you want to make money in the mainland and don’t support one China, it will only be ambiguous. Isn’t this right and right?

After this incident, everyone’s affection for Peng Yuyan fell to the bottom.

Some people even expressed their refusal to watch his movies, wondering if Peng Yuyan’s later box office was dismal due to this factor.

Today, Peng Yuyan is already 41 years old. Abandoned by capital and spurned by everyone, it is difficult for him to have another chance to become popular.

From the national male god to the disappearance, everything is traceable.

Responsible editor:

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…

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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:

　　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.

　　Just after the Spring Festival holiday, BYD began to "strengthen" its friends. On February 19th, BYD launched the glory version of Qin PLUS and destroyer 05, and set the starting price of the two models at 79,800 yuan. A week later, BYD Han and Tang glory models also came on the market. Among them, BYD Han DM-i glory version started at 169,800 yuan, Han EV glory version started at 179,800 yuan, Tang DM-i glory version started at 179,800 yuan, and there were also 2024 Han DM-p God of War versions with a price of 259,800 yuan. Obviously, for the whole automobile market, this price reduction is not only an operation of "lifting the table", but also a blow to all friends in the price range of 100,000-150,000 yuan.

　　According to the sales data in the first two weeks of March, BYD achieved 38,600 vehicles and 49,100 vehicles respectively. At the same time, thanks to the continuous expansion of the glory family, BYD’s sales in the second week (March 4-March 10) finally returned to more than 40,000 vehicles, which not only surpassed Volkswagen in sales, but also increased by more than 27% from last week. Analysis of the reasons: First, the price war effect of the core product line is remarkable. Up to now, BYD has launched more than 10 glory versions of new cars, from Qin PLUS glory version, Han EV glory version to Seagull glory version, etc., and the main models of BYD Dynasty series and Ocean series have basically completed the annual change.

　　Secondly, BYD used "all-category layout+energy revolution+cost control+intelligent upgrade" to fundamentally rob the user population of the joint venture brand. In the past, independent brands wanted to break through the blockade of joint venture brands on the mainstream household market, mostly relying on a single category to break through. The most common one was to make a "flat replacement" for CR-V or RAV4 models. However, with the continuous deepening of BYD’s "vehicle intelligence" strategy, the core advantages of its products no longer rely solely on price, but have achieved a comprehensive breakthrough in driving comfort, economy and intelligence, especially BYD, which has always been considered by the outside world as lacking intelligence. With the cooperation between the 2024 BYD Han EV Glory Edition and Horizon (equipped with Journey 5), BYD, a "top student", has opened the road of high-level intellectual driving.

　　Therefore, if BYD’s strategy of "electricity is lower than oil" only makes the joint venture car companies "complain repeatedly", then it is even more painful for friends that this top student whose annual sales just broke 3 million will continue to make progress in 2024.

　　There is no time to be quiet, and the intelligent track only has to be rolled up.

　　On the 2024 BYD Dream Day held on January 16th this year, Wang Chuanfu announced a new strategy for the intelligent development of enterprise cars — — The whole vehicle is intelligent, and it shows the intelligent strength and future strategic layout to the outside world.

　　Taking the automatic driving section as an example, BYD divides the existing DiPilot intelligent driving platform into two systems and multiple gears, among which the L2-oriented auxiliary driving system is uniformly named DiPilot 10 and 30 platforms, while the L2+-oriented high-order intelligent driving system is uniformly named DiPilot 100, 300 and 600, and the newly launched BYD Han EV Glory Edition Eye of God intelligent driving model is built based on DiPilot 100 platform.

　　According to official information, the glory version of Han EV with a price of 249,800 yuan is the first model of Yadi Dynasty equipped with the "Eye of the God" DiPilot 100 platform. Its hardware adopts a high-order intelligent driving special computing scheme from the horizon, with a computing power of 128TOPS. Based on the L2+ intelligent driving assistance function, it has upgraded the high-speed navigation NOA and AVP parking service functions of high-speed and urban expressways. It can also achieve driving tasks such as intersection traffic (straight, left turn, right turn, U-turn, etc.), traffic light traffic, overtaking, intelligent obstacle avoidance, merging, lane keeping, cruising driving, lane switching and pedestrian-non-motor vehicle courtesy in urban areas, and the intelligent driving strength has been improved obviously.

　　Wang Chuanfu believes that vehicle intelligence can solve two major pain points: First, at present, the industry equates automobile intelligence with intelligent cabin driving, which leads to the narrowing of the concept; Second, most systems of smart cars are purchased and assembled by different suppliers, which leads to the failure of linkage and integration between systems and the inability to truly meet the diverse needs of users.

　　Speaking of this, Journey 5 is also the first computing solution in the industry that integrates high-order automatic driving and intelligent interaction. It not only has a computing power of 100, but also has a computing performance of 1718FPS, a delay speed of 60 milliseconds, and a power consumption of 30 watts. From the book data evaluation, it has indeed achieved the characteristics of high computing power, high performance and low power consumption, and hand in hand with BYD Han EV Glory Edition with an annual sales volume of 220,000+. It will also promote NOA’s high-level intelligent driving function to continue to explore models below 250,000 yuan, especially in the face of the core demands of NOA’s "opening the city", "scale" and reducing costs and increasing efficiency in 2024, and the cooperation with Horizon will also help BYD to go more smoothly on the road of high-level intelligent driving.

　　Horizon makes BYD’s road to high-level intellectual driving smoother.

　　Why choose the horizon? From a macro perspective, Horizon is currently the largest intelligent driving computing solution provider in China, and it is also the first intelligent driving computing solution provider in the industry that can support L2~L4 full-scene intelligent driving pre-installation mass production. According to the latest Market Share List of NOA Calculation Scheme for Passenger Cars Front-mounted in China Market in 2023 released by the Institute of Intelligent Automobile of Hi-Tech, Horizon has become the head player after NVIDIA, accounting for 35.49% of the market, and NOA models equipped with Horizon calculation scheme are in the lead at present.

　　Obviously, from the perspective of industry status and mass production capacity, Horizon and BYD can be called "suitable".

　　Secondly, judging from the bottleneck of NOA track development, the breakthrough of NOA high-level intelligent driving needs to go through three hurdles, namely, cost hurdle, scale hurdle and daily hurdle; At the same time, for car companies, the demand for smart driving products is developing differently. The essence of volume value and volume price comes from the bottleneck of efficiency. The key to solving the problem lies in the reconstruction of the computing base, and all of this is to reduce costs and increase efficiency. The computing scheme based on unified hardware architecture, tool chain and software stack will be the ultimate answer.

　　The brand-new ecological model proposed by Horizon, which is soft and hard full-stack empowerment and cooperation between car companies, is in line with the intelligent demands of the current head car companies. First, Horizon is one of the few players in the industry who have the full-stack capability of software and hardware. In addition to launching Journey 5 and Journey 6 series for high-level intelligent driving, Horizon also has world-class algorithms and leading software technology stack, which realizes the rapid deployment of high-performance algorithms by combining the advantages of software and hardware of Horizon. Second, Horizon is committed to creating an "ARM+Android" model in the era of smart cars through various empowerment methods such as open software IP authorization and BPU IP authorization. Based on the technical scheme of "chip+tool chain+reference algorithm", it will build a software and hardware shelf for intelligent driving, which will help the development and landing of differentiated intelligent driving schemes between car companies and industrial chain partners.

　　It can be found that Horizon can not only provide a smart driving calculation scheme covering low, middle and high levels, but also provide a flexible and affordable smart driving scheme, which is just in line with "vehicles that need to travel" like BYD Tang, Song and Seal, and from the user’s point of view, in the future, high-speed pilot-assisted driving functions should also be standard for mid-to high-end brands.

　　Obviously, the urban NOA is much more complicated than the high-speed NOA, so it puts forward higher requirements for the ability of the intelligent driving system. At present, only a few car companies have this ability, and with the listing of BYD Han EV Glory Edition, it undoubtedly means that BYD’s "intelligent second half" has taken a step forward successfully, and the platform cooperation of the horizon will also help BYD speed up its intelligence. It is worth mentioning that BYD has officially announced that it will be the first batch of mass-produced intentional cooperative car companies of Horizon Journey 6 series. Based on the cooperation of Journey 6, the two parties will jointly open a new stage of the development of smart driving. (Text: Yang Xiaohong Figure: Horizon BYD)

　　Recently, there have been frequent news about Meizu’s new mobile phone on the Internet, probably because the 15th anniversary of Meizu is getting closer and closer. The flagship phone that Huang Zhang personally promised to build for Meizu’s 15th anniversary is highly anticipated, so there are different opinions about this mysterious new product.

　　What has attracted the most attention and discussion is the picture of the three openings on the back of the fuselage, which has been interpreted by many people as the design of Meizu’s new machine. There is also news that Meizu’s flyme 7.0 is far away, which has aroused a lot of kerosene emotion. However, these revelations have recently been confirmed to be rumors: the online spy photos have nothing to do with Meizu’s new machine, and flyme 7.0 is not as the revelation said, "It’s still early".

　　In fact, Meizu has been able to attract so much attention because of its ingenuity in building products, which has won the recognition and love of the majority of users, and has therefore won more expectations.

　　Recently, both Gionee and OPPO have released new products. Gionee has released eight new models, focusing on full-screen. Among them, the MediaTek Helio P30 processor equipped with the mid-to-high-end S11S of Gionee is priced at 3,299 yuan; while OPPO’s new A79 mobile phone is equipped with the MediaTek Helio P23 processor, priced at 2,399 yuan. In comparison, Meizu can be said to be quite kind in terms of price.

　　Take Meizu’s recently released flagship model Pro 7 as an example. First of all, the production process is very sophisticated. It uses high-end skills to forge a luxurious texture, a new glossy wire drawing process, and an integrated metal body is forged. The brushed metallic luster is more noble. Even the small card slot is made of all-metal material to ensure the integrity of the fuselage. Whether it is visual or tactile, it creates top-notch craftsmanship. In the design field that Meizu has always been passionate about, the flagship model breaks through the industry design bottleneck and innovatively introduces a dual-screen design, breaking the limitations of the mobile phone industry in the field of screen design. It is deeply recognized and praised by the industry and consumers.

　　There is also the Flyme system that must be mentioned when it comes to Meizu. As Meizu’s original system, it provides a strong internal support for the high quality of Meizu mobile phones. The smooth running experience, user-friendly interaction design, and changeable and fast function operation all inject an irreplaceable soul gene into the quality of Meizu mobile phones. The perfect combination of Flyme and dual-screen design brings users a new scene experience in both design appearance and user experience. It is truly a design and product for users, and it shows Meizu’s sincere original intention.

　　From the design to the craftsmanship to the Flyme system, it can be seen that Meizu has a serious attitude and craftsman mentality when it comes to the opposite product. And such quality, among similar products, the price is actually more sincere. Generally, products of the level of Meizu Pro 7 have long been priced beyond the actual value of the product. And Pro 7 is based on the principle of one heart to the user, and the price starts at 2499. Properly pricing a high-end model as a "cost-effective" model shows Meizu’s sincerity.

　　All along, in the face of the turbulent world, Meizu has not been affected, does not follow the trend, does not deliberately imitate, but adheres to its own philosophy, forges its inner spirit into the product, and speaks with strength. It is precisely because of this seriousness that it is able to make a high-quality product like Pro 7, which is widely recognized and loved by consumers.

　　Meizu mobile phones have always been in the spirit of ingenuity, developing products that are truly tailor-made for consumers. It is precisely because of this that when other brands are taking advantage of the time to release new products at the end of the year, Meizu has always been calm and does not act rashly. We have reason to believe that Meizu is brewing a big move for the upcoming 15th anniversary. And from the habit of Meizu always liking innovation and creating high-end quality products, the new machine will definitely bring satisfactory surprises, and also let us give a little more time to our attentive products and look forward to Meizu’s new works together.

　　In response to the short-selling agency’s report that Evergrande had never made a profit, China Evergrande announced on the Hong Kong Stock Exchange on the morning of December 4 that the report had no actual basis.

　　On the morning of December 4, China Evergrande Hong Kong shares fell by more than 4%. As of 9:56, China Evergrande Hong Kong shares rose by more than 5%.

　　Evergrande will further clarify

　　On the morning of December 4, China Evergrande issued a clarification notice on the Hong Kong Stock Exchange, stating that the company noticed that an institution published a report on December 1, 2023 that the company had never made a profit. The report has no actual basis, and the company will further clarify the content of the report later.

　　On December 1, GMT Research, a short-selling agency, published a report that pointed out that the delayed release of China Evergrande’s 2021 annual report clearly reflects the company’s obvious exaggeration of revenue and profitability, and it is likely to continue to exaggerate for many years. Evergrande may have basic problems or even never made a profit.

　　Operating loss in the first half 17.38 billion yuan

　　On August 27, China Evergrande released its semi-annual report for 2023. During the period, revenue was 128.20 billion yuan, an increase of 44% year-on-year; gross profit was 9.80 billion yuan, an increase of 38% year-on-year. During the period, the operating loss was 17.38 billion yuan, the non-operating loss (including litigation, land recovery, equity disposal and other losses such as asset appraisal impairment) was 15.03 billion yuan, and the income tax expenditure was 6.84 billion yuan. The total net loss was 39.25 billion yuan. In addition, Evergrande’s cumulative sales so far this year are about 40.50 billion yuan, an increase of 123% year-on-year. As of June 30, Evergrande’s land reserves reached 190 million square meters, and there were 78 old renovation projects (34 in Shenzhen).

　　A few days ago, China Evergrande disclosed the update announcement of Evergrande Real Estate involving major litigation and failure to pay off due debts. The announcement shows that as of the end of October 2023, Evergrande Real Estate had a total of 2002 pending proceedings with an amount of more than 30 million yuan, and the total amount of the underlying amount was about 470.755 billion yuan. As of the end of October 2023, Evergrande Real Estate had completed a total of 75 real estate projects through equity transfer, land and construction transfer, trust, and holding.

　　During October 2023, Hengda Real Estate added 100 pieces of information to be executed as of the deadline set out in the previous announcement, and the total amount of new execution was about RMB 6.617 billion yuan.

　　As of the end of October 2023, Hengda Real Estate and its subsidiaries within the scope of the merger involved a total of about 301.363 billion yuan in unliquidated maturing debts, and a total of about 2059.33 billion yuan in overdue commercial tickets.

　　In addition, China Evergrande disclosed the "Litigation Information" on November 29, 2023, and China Evergrande noted the announcement issued by Evergrande Property Group Co., Ltd. (a subsidiary of China Evergrande) on November 28, 2023, regarding its subsidiary Jinbi Property Co., Ltd. (referred to as "Jinbi Property"), including China Evergrande and three related subsidiaries, for the enforcement of its 2 billion yuan deposit certificate pledge guarantee by the bank. Approximately 1.9963125 billion yuan and approximately 152.0628 million yuan of provisional interest.

　　As of the date of the above announcement, China Evergrande and its related subsidiaries have not received notice of the lawsuit filed by the Intermediate People’s Court of Guangzhou City, Guangdong Province, China regarding Jinbi Property. China Evergrande will seek legal advice to safeguard the legal rights of China Evergrande. China Evergrande will issue further announcements on any material progress of the above litigation in due course. (Dong Tim)

　

Can games be an effective way to learn, and how should we perceive the learning function of games?

The University of Wisconsin-Madison professor James Paul Gee’s book Game-Changed Learning: Game Literacy, Critical Thinking, and the Future of Education provides a model for discussing the relationship between games and learning. For him, a game is a well-designed learning experience in which you can identify problems, understand them, and solve them.

The true potential of the game has yet to be tapped.

---

"The" sense of play "is everywhere"

The game Pikmin 3.

When it comes to video games, many people’s first reaction is to be addicted and unable to withdraw. They believe that online games can easily lead to negative problems such as declining academic performance or reduced work efficiency, poor eyesight, and withdrawn personality. Is this our misunderstanding of games?

James Paul Gee (author of Games Change Learning: Game Literacy, Critical Thinking, and Education for the Future): People become addicted to anything that brings pleasure, especially when it makes up something that is not there in life. However, pleasure is an important human driver. Without pleasure, one would not want to learn.If we need to deal with a variety of addictive behaviors, we need to identify what the addict is missing in real life and help them find it.In addition, we also need to learn how to make powerful technologies benefit lives rather than harm them.

When my son Sam was six years old, he played a game called Pikmin, which was designed by Shigeru Miyamoto in 2001. You may not know who Shigeru Miyamoto is, but his masterpiece is the famous Super Mario. In Pikmin, the player takes on the role of Captain Olima, whose spaceship crashes to an unknown planet due to a comet impact. Olima can only survive for 30 days, and within 30 days, he must find the missing spaceship parts and escape from the planet. The game sounded interesting, but after watching his grandson play for a few hours, Sam’s grandfather commented, "Although it may be good for the child’s eye-hand coordination, it’s a waste of time because the game has nothing worth learning."This is also a typical misconception that important knowledge is often gained from the subjects taught in schools, and the rest is just "meaningless entertainment". But in fact, games can also generate knowledge.

Jing Sun (Translator of "Games Change Learning: Game Literacy, Critical Thinking, and Future Education"): From the perspective of consumption, in our traditional culture, games and work learning are a set of binary opposing expressions, and this evaluation of traditional games has more or less influenced people’s views on digital games. From the perspective of production, although people currently know that games can play serious functions other than entertainment, and can be used in various scenarios such as education and medical care, there are very few such game products, and the public does not have much access to such games.

Furthermore, contemporary attitudes towards games are mainly divided into "addiction school" and "addiction school". It is obvious that the "addiction school" misunderstands games and advocates that all games are bad. On the contrary, the "addiction school" exaggerates the entertainment function of games and believes that all games are good.Both views are also generational differences between "digital natives" and "digital refugees," but both views are misconceptions of gaming, and ultimately a lack of adequate game literacy.

Upper Study: Game literacy is a very important concept proposed by Professor Ji in the book. What is game literacy?

James Paul Gee: When people play video games, they are learning a new kind of literacy. As an important part of digital literacy, game literacy is not just the ability to understand the game or play the game, but the ability of the player as an active participant to "control" the game symbol system in turn. In the process of playing, the player can not stop at "input" – one-way passive acceptance of the game content, but also be able to "output" – active and critical gaming experience.

In the book, I distinguish between "lowercase games," which are the software you play, and "uppercase games," which are not just the software but also the social interactions and social resources that go with it, so that players can put the game into a social context, go beyond the game itself and reflect on it, discuss it, and even modify it.What we should be focusing on is "capital games," that is, games and all the social elements associated with them. Now, players make this very clear.

Sun Jing: As far as the term "game literacy" is concerned, Professor Ji has laid a solid theoretical foundation for this concept from the perspective of linguistics and pedagogy, which is also the biggest gain I have gained from translating this book. I believe that game literacy is an active and critical game experience. One is the ability to read games, emphasizing the evaluation of games for specific game works, and to understand games in specific social and cultural contexts. The other is the ability to use game writing, that is, to modify and create games, and eventually to use games to express themselves.

When it comes to reading and writing, we usually think of words. Can games become the same medium as words?

Sun Jing: Of course, and it has already happened. In short, game thinking is a way of thinking that solves problems through trial and error, with initiative, exploration, and criticism.Today’s young people are all "game generation", growing up in the infiltration of games. Through games, they can understand traditional media such as literature, television, film, painting, etc. It can be said that the "sense of game" is everywhere, becoming a way for them to understand the world.

James Paul Gee: We’ve known for a long time that people can learn from all kinds of media experiences, just as they learn from real-world experiences. It’s true that sometimes they can’t remember whether what they’re learning came from the real world or from a medium. Games are also gradually becoming a medium like books, and have a deeper impact on people than books. In other words,Books can tell us what an electron is, but games can make us an electron.

"The Secret of the Game"

Laura in the game Tomb Raider: The Last Revelation.

Upper Study: Not everyone who plays games is successful in translating the advantages that come from gaming into their daily lives. What’s going on with some deep gamers who benefit from gaming, while others run into trouble?

James Paul Gee: The same is true for books. What you get out of a book depends on what you read, how you read it, and who you read or discuss with. Compared to other types of reading, a romance novel may not be "spiritual food for thought and practice."But if you read it with a critical perspective and "read it like an author," thinking in your head how to use it, how to change it, how to make it a spiritual imagination, then novels like this can also pay off.

Sun Jing: This is still related to game literacy. If you passively accept the content conveyed by game producers and game works, then players will still have nothing to gain except entertainment pleasure. Even hard-core players, some people are just immersed in the game, excessive consumption of time and money, affecting real life; while others may repeatedly refine strategies, optimize tactics, and become world esports champions. If you want to gain something from the game, you must have enough critical thinking and game literacy, be able to understand the game, and more advanced, be able to use the technical language of the game to solve real life problems.

Upper Study: Whether it is learning or gaming, difficulty and skills are the key parameters. In games, it is very common to not give up even if you are turned into a slag in seconds, and it is very common to not sleep until you complete the level. Why can players enjoy immersing themselves in the game, but be hesitant to learn?

James Paul Gee: This can be called the secret of games. I’ve played a lot of games and found that a good game has a characteristic: almost every problem has multiple solutions. Players can choose strategies that suit their learning, thinking, and acting styles, which is a great motivator and a rich resource for reflecting on their behavior and problem-solving. I wrote this book to help people uncover this secret, find effective ways to coordinate game skills and task difficulty, and then apply the corresponding game thinking to learning to make learning fun and effective.

Upper Study: Professor Ji mentioned in the book that one of the spiritual cores of the game is critical reflection. How is criticism reflected in the game?

James Paul Gee: I had this experience in the game Tomb Raider: The Last Revelation. You play as Lara, a teenage girl, who follows an archaeologist, Professor von Croix, on an expedition through a Cambodian temple. The professor once told Lara to follow him and not stray from his path. But I found that if you follow the professor’s orders, you risk missing out on a lot of hidden treasure. Good games have a mechanism that encourages players to try, question and break the rules, and such experiences not only enhance the fun of the game, but also cultivate critical thinking.In this way, players no longer rely on various operation guides, get rid of the established routine of completing tasks, and even jump out of the rules. They will also reflect on the values that the entire game mechanism has shaped.

Jing Sun: It can be said that critical reflection underpins game thinking. In fact, critical reflection may not have been ubiquitous in the general public at every stage of history, from Plato’s "The Parable of the Cave" to Kant and Foucault’s "What is Enlightenment". At present, people are faced with too much information, and the discourse of power operates in more subtle ways in daily life, which can also affect the way some people understand the world. Because of this, we need to emphasize the cultivation of critical thinking.

James Paul Gee: Just to add that critical thinking is not the same in different fields of knowledge and practice, for any branch of science, law, game design, or gardening. Critical thinking involves understanding how to make and use knowledge, principles, and methods in a given field to discover, to criticize, and to solve problems. In order to produce critical thinking in any meaningful dimension, we need to teach people how to acquire knowledge in that field, for example, the spread of viruses, the nature of video games, or the role of government, and how to use that knowledge to cooperate with people to solve problems and reach effective criticism,The purpose of criticism is to construct, not to destroy. We need to use knowledge as a tool, not rote for exams.

"The game is always changing."

But the problem we have to face is that the game industry is mixed, and not all games are suitable for teenagers. What kind of digital games can have great appeal and practical benefits for children?

James Paul Gee: Like choosing a book, teenagers are left to decide on their own which games are good. In any case, we want teenagers not to jump in without thinking, but to think like designers and ultimately learn to "design" their lives with their own experiences, using a variety of different tools and effective ways to become good people. They will also become teachers and parents, and hopefully they will be able to "design" quality experiences for their children and students.

We can learn from games that schools should not be designed as warehouses of past knowledge, but as a source of imagination that can make life and society better.

Jing Sun: The quality of game works is uneven, which is normal, because novels, movies and other art works also have the same problem. Teenagers are still in the stage of exploring the world and learning to learn, so it is not suitable for game products that emphasize consumption. Consumption here includes both money consumption and time consumption. Therefore, video games that emphasize exploration and creation with one-time payment are more suitable for teenagers to play.

As for how we can learn from good video games to design learning models and education systems, Professor Ji gives a detailed answer in the book. He lists 36 principles, including building situations, encouraging exploration, and understanding fun groups. This kind of education can not only make children feel interesting and learn knowledge, but more importantly, it can cultivate their way of thinking, which will benefit them for life.

The current challenge we are facing is how to use the unique projective identity of games to construct meaningful "second classrooms" outside of school education and in the game world. This poses a challenge to current game design. Can we change the crude way of mass production of games that look at money, and make games that are not only formal and slogans, but also thought-provoking?

James Paul Gee: I talk a lot about projected identity in my books. Projected identity in a video game is when the player projects their identity on a virtual character or stand-in, performing some form of action, and the player accepts the stand-in’s values, goals, and identity.I believe that we are also adapting to our new identities in the real world in the same way. If we want to learn science, we need to accept being a scientist before we can really use scientific knowledge in depth.

Developing a science game is easier for students to experience as a scientist than learning, at least in the United States. In reality, however, schools can do the same if the school space is properly adjusted to have a strong interaction with the world outside the school, the virtual world, the simulation world and the game world.

We need to change not only the profit-driven approach to the mass production of games, but also current classroom teaching and schooling to develop problem-solving strategies and plan for an entirely new future. In the United States, this often stems from the need for standardization and profit in the textbook industry, at the expense of critical thinking and problem-solving. Putting multiple design technologies (including literacy) at the service of design thinking, problem-solving in deep collaboration, and ensuring that we all serve in a rapidly changing, high-stakes complex world will only get better when people discover the importance of this approach. For now, we must pay more attention to the future and use the past to imagine the future, otherwise we humans will not have the future.

Driven by the digital revolution, new technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are changing the learning environment. Will games under the new technologies affect people’s learning ability more deeply?

James Paul Gee: It’s critical for people to realize that digital games are a very cutting-edge and rapidly changing technology. If you compare games from 1995 to games today, there are a lot of differences between the two. New game genres are being discovered and made. The types of games we’ve made, maybe only 1% of future games, still have a lot of room for imagination and creativity. Games are always changing, and this trend will continue as games merge with other technologies like VR, AR, and AI. Emerging social games and cooperative games will also be developed. This is a powerful technology that is undoubtedly critical to economic, cultural, and even social development.

People need to realise that when it comes to books, most of what they hear are "bestsellers". However, there is an important and growing industry of indie games that make games from the fields of art, medicine, design, science, collective intelligence and more. Above all, it is important to realise what digital game technology really means. It is a virtual imagination, based on important choices, strategic thinking and learning from failure. It is also an external active imagination, based on well-designed and carefully directed virtual experiences that allow players to merge their identity with real-world experiences.

Sun Jing: I also think that the answer is yes. In the real world, learning resources and feedback cycles are limited, and games can create more diverse and rich learning scenarios by simulating reality and fiction. For example, there are VR games that specifically train medical students to perform surgery, which can provide operators with real-time feedback and accurately complete surgical training.

Good games typically convey knowledge and shape people’s way of thinking, while good educational games can also stimulate interest in learning, create a more immersive learning environment, and provide a more fulfilling formative evaluation.With them, you and I can not only become the "number one player", but also benefit our future learning and lifelong education.

"Games Change Learning: Game Literacy, Critical Thinking, and the Future of Education"

?By James Paul Gee

Translated by Sun Jing

East China Normal University Press

1905 movie network feature After flipping through the 2023 calendar page by page, we have come to the end of November. In the remaining two months of 2023, more than 30 new films have been officially finalized.

2023 is a year of rapid recovery of the film market, but also a year of frequent explosions in the film market. In 2023, the total box office of the film is about to break through the 50 billion mark. What kind of expectations will the upcoming more than 30 new films bring to the audience?

01.Drama bone drama, theme surprise, detonation of November movie viewing expectations

Among the many movies to be shown in November, the genres can be said to cover all aspects, including action, comedy, suspense, love and other genres. Among them, the two movies with the highest number of people wanting to see in November are and.

2023 is known as the golden year of crime films. Whether it is a hit film or a film with high social discussion, it has attracted the attention of the audience.

On the one hand, "Involved in the Sea of Anger" took advantage of this year’s crime film boom, and on the other hand, it played the first warning in the history of the Chinese mainland screen "It is recommended that audiences under the age of 18 watch as appropriate". The combination of the two greatly raised the audience’s expectations for the scale and plot of the film.

The release of the clips of the blockbuster drama with the two of them made the spiciness of this "sea of anger" pervade the audience in advance.

In the film, Huang Bo seems to have returned to the oily-faced underclass people of the era. Freed from the shackles of the social middle class, when he saw his daughter who was stabbed 17 times lying cold in front of him, he once again issued a cry of grief from the bottom of his life.

And Zhou Xun also swept away the cool and artistic screen image in recent years, playing a mother who guards her son and is almost crazy.

As the scenes of the two opposing and killing each other in the film are released one by one, the final outcome of the showdown between the two "ruthless people" is gradually becoming the most anticipated flashpoint for the audience.

Another highly anticipated film, "I Am High Mountain," is based on the touching story of Zhang Guimei, a teacher in the mountainous area, who helps female students in the mountainous area get out of the mountains.

In the trailer released so far, Haiqing’s high degree of restoration of the image of Principal Zhang has become an important reason for the soaring number of people in the film. This restoration is not only the closeness of the image, but also the inconvenient legs of Principal Zhang and the slightly hunched waist have permeated Haiqing’s performance.

In addition to stripping away the restoration of images and stories, the most anticipated reason for "I Am a Mountain" is that it records Zhang Guimei’s state of mind and thinking as a woman in the dead of night.

Did she regret her choice? Did she ever hesitate for a moment when she understood her mission as a teacher? These true reflections on Zhang Guimei’s life are also worth the audience’s expectation.

02.Movie model workers and leading year-end Chinese films

In terms of filmmakers, two movie models emerged – Zhang Yi and Andy Lau, who each have three films to be screened at the end of the year.

Zhang Yi, who focuses on the keyword "breaking the comfort zone". His three pending films are family road movies, spy mystery movies and crime movies.

In "Priceless Treasure," Zhang Yi plays a low-class person who is forced to take care of the daughter of a creditor during the process of demanding wages, and in the process plays many stories of warm Maimai. Zhang Yi’s role as a "father" for the first time on the big screen is worth watching. How he will perform it is worth the audience’s expectation.

From the genre point of view, "The Tip of the Knife" is more like a combination of harmony. In this comfort zone of Zhang Yi, whether he will try a new type of performance, and how to interpret the complex role of "Jin Shenshui" into various levels, is the most worthy proposition for Zhang Yi fans.

In "Three Battalions," the most talked-about of the three films to be released, he will continue the "unsuccessful" police officer image of the 2023 blockbuster drama, playing a police officer who has gone from high-spirited and domineering to cautious but still passionate.

At the same time, he will also play on the same screen in "Three Battalions", and the continuation of the front line between the two has caused the film to have enough "tap water" attention before it was released.

On the other hand, Andy Lau’s keyword at the end of the year is "new classics".

Among his three pending films is a comedy, directed by Mr. Lau, who will work together again 18 years later. In "Mr. Red Carpet," a darkly humorous adaptation of 999 true events, Andy Lau makes his superstar debut and introduces various ironic episodes on the road to stardom. He removes some of the fig leaf of the entertainment industry and aims to provide the entertainment industry with a pot of "steaming" hot reviews.

In his old business, Hong Kong films, he is also about to sweep away the rumors and gloom of "Hong Kong films are dead" and contribute ultra-high-quality performances in Hezhong.

In "Goldfinger", the audience will see Andy Lau and the same frame after 20 years of absence. After the baptism of time in the film market for 20 years, this time the audience will have a deep look back on the feelings of Hong Kong films.

"Stealth" staged a wonderful drama of three generations of Hong Kong people, which is a powerful shot in the arm for the revitalization of Hong Kong films.

Looking at the film market in 2023, box office results and audience satisfaction are constantly refreshing new highs. As of now, the total box office of domestic films is only one step away from 50 billion, but the expectations of all filmmakers and audiences for the achievements of Chinese films in 2023 are far more than 50 billion.

Among the more than 30 films to be screened at the end of 2023, we are looking forward to new dark horses coming out, and we also hope that the strongest team of Chinese films can keep pace with the times and keep close to the audience’s ideas and preferences. We also hope that after healthy competition, the blooming Chinese films can drive the market to heat up again and warm the cold winter of 2023.

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