标签归档 西安夜生活论坛

　　Introduction: With the vigorous development of the new energy vehicle market, major automakers have launched their own flagship products, striving to stand out in the fierce competition. As a high-end new energy brand under the group, Lantu Automobile has emerged among many brands with its deep technical accumulation and continuous innovation spirit. At the Chengdu International Auto Show in 2024, Lantu Automobile brought its latest high-end pure electric SUV, Lantu Zhiyin, which attracted widespread attention for its excellent performance, intelligent configuration and unique design concept. This article will delve into the pre-sale situation of Lantu Zhiyin and the significance behind it.

　　Lantu Zhiyin, as the fourth model under the Lantu brand, officially opened the pre-sale at the Chengdu Auto Show. The pre-sale price range is 209,900 yuan to 266,900 yuan. This price range not only reflects Lantu Automobile’s accurate grasp of market demand, but also provides consumers with more choice space. At the same time, Lantu Zhiyin also launched four preferential policies including deposit expansion, worry-free guarantee, enjoyment and priority pickup, aiming to attract more consumers’ attention and favor.

　　At the technical level, Lantu’s confidant is equipped with a new generation of pure electric platform independently developed by Lantu, and the application of this platform marks another important breakthrough in technological innovation for Lantu. The new car is equipped with a "985" TOP-level three-electric system, with a long cruising range of 901 kilometers, support for the global 800V high-voltage silicon carbide platform, and 5C super fast charging technology, which can achieve a 515-kilometer battery life supplement in 15 minutes, effectively alleviating users’ concerns about the battery life of electric vehicles.

　　In terms of intelligence, the performance of Lantu Zhiyin is also eye-catching. The vehicle is equipped with a 15.05-inch OLED curved edge sliding screen and a Qualcomm 8295 chip, which makes the operation of the infotainment system smoother and the display effect more delicate. It is worth mentioning that Lantu Zhiyin also provides an intelligent electric small table board, which further enhances the convenience of the ride experience. In addition, the vehicle is also equipped with a NOA high-speed pilot assistance system, which can complete complex operations such as automatic up and down ramps and optimal lane selection, making driving easier and safer.

　　In terms of design, Landu’s bosom friend is also original, using two different front face designs to show different styles, and at the same time borrowing from the design elements of the aircraft to make the overall shape look dynamic. The body structure adopts the world’s leading 2000MPa grade ultra-high strength material to ensure the safety of the vehicle. In terms of battery safety, Landu’s bosom friend is equipped with a new generation of amber battery 2.0, which has undergone a number of strict tests to ensure the safety and durability of the battery.

　　Conclusion: The appearance of Lantu Zhiyin at the Chengdu Auto Show is not only an important milestone in the development of the Lantu brand, but also injects new vitality into the Chinese new energy vehicle market. Through its excellent technical strength and design concept, Lantu Zhiyin provides users with a more comfortable, intelligent and safe travel experience, and is expected to become a dark horse in the high-end pure electric SUV market. Lantu Automobile CEO Lu Fang once said that Lantu Zhiyin will be an important representative to demonstrate the strength and responsibility of Chinese brands, which also indicates that the Lantu brand will continue to demonstrate the charm of China’s new energy vehicles on the global stage. With the successful pre-sale of Lantu’s confidant at the Chengdu Auto Show, we can expect that in the future, Lantu’s confidant will bring high-quality travel enjoyment to more users, and also help Lantu’s further expansion and development in the global market.

The golden lock armor is in the body, and the golden hoop is in the hand,protagonist""Monkey King" embarks on a wonderful and attention-grabbing adventure in the 3D game world.

The above scene is from "Black Myth: Wukong", which is the first domestic production3A game works were released globally on Tuesday.

The outside world believes that while the final commercial performance of the game remains to be seen, the release of the game has signaled that Chinese game developers are making inroads into the long-term dominance of the Western worlddominant3AThe gaming market.

so-called3A, that isWith high development costs, long development cycles and high investment in resources, this type of game is usually characterized by high quality and high volume. Although China’s mobile game industry is in its heyday, 3A games are still in their infancy. Currently the market is dominated by overseas companies, representative works include "Assassin’s Creed" (Ubisoft – France), The Legend of Zelda (Nintendo – Japan), Elden Ring (FromSoftware – Japan), GTA 5 (Rockstar Games – USA), and more.

In Tokyo, Japan, people queue up to buy the Legend of Zelda: Tears of the Kingdom game

In this context, the production cycle"Black Myth: Wukong", which has been more than 7 years and cost hundreds of millions of yuan to develop, is burdened with ""Milestones in China’s Game Industry"

After going live, the game has also lived up to expectations and has been called"Global Hot".The first day becameSteamThe game with the highest number of people online on the platform,online audienceexceed200.Million, leading the long-term top spot"Dota 2".

according toDexertoWebsite introduction,Only on the first day of publication,"Black Myth:WukongJust becomeSteamThe single-player game ever releasedonlineThe game with the most players.According to past data, the number of people online at Elden Ringhighestabout97ten thousand,"Cyberpunk2077"About100ten thousand…

The world’s largest gaming entertainment mediaIGNPublished an evaluation article saying:"I’ve never been so blown away by a game like Dark Myth: Goku", and gave affirmation from the perspectives of picture production and cultural connotation.

Game reviewer Kazuma Hashimoto(Kazuma Hashimoto)Praise, the game from the integration of traditional Chinese beauty to a variety of highly unlockable ink illustrations, all reflect the good intentions of the production team…

The game is based on "Journey to the West" and tells the story of players playing"Destiny"In order to uncover the truth of the legends of the past, we embark on a journey to the west full of danger and surprises.

But overseas players who are unfamiliar with Chinese classics have raised questions online:"Why can WukongwillGolden hoophideenterear"," What is a gourd "," What is the difference between a monster and a devil ", etc. As the problems gradually increased, extranet launched a wave of popular science targeting Chinese culture.

IGNPost an article soon,Answer for readers"Who is Sun Wukong", "What are monsters and dragons", "What elements of Journey to the West are in the game" and other questions.

IGN published an article titled "This knowledge will give you a better experience of’Black Myth: Goku ‘"

In the topic of "Black Myth: Wukong", many users even began to make their own golden hoop sticks, which attracted a lot of praise from the community.

There are also players who incarnate as spokespersons for the four famous novels, inTikTokRecorded video recommended byLan Shiling, professor at Birkbeck College, University of LondonThe translated English version of "Journey to the West"; some netizens posted thatWhat is it?"I know many of you are familiar with an arcade game.Monkey Magic"But I also recommend everyone to take a look."86The version of "Journey to the West" is really beautiful."

A blogger recommends the English version of "Journey to the West"

But amid the cheers, there are also comments about "persuading people to quit" due to the difficulty factor.

In terms of gameplay design, the game does not have the option to choose a difficulty factor, so all players can only choose"Bite the bullet" and play to the end. On YouTube, some players "started playing during the live broadcast.10Seconds are seconds ", and many other players called the game" hell-level difficulty for beginners ".

YouTube users say a lot of people say gaming is hard

In addition, IGN pointed out some technical issues with the game, such as high memory and computer configuration requirements."Although I usedGeForce RTX 4090Made top-level settings, but still encountered multiple system crashes on the PC side. "

In addition, some overseas players encountered situations where the language was automatically switched from English to Chinese, audio and subtitles disappeared during the experience, and some pointed out that the game"Flashback problems occur frequently"Frame rate will drop intermittently and get stuck"…

However, many reviewers also describe the above issues as powerful stories and beautiful pictures"Defect". For the above problems, game developers are also advising on the official website, suggesting that players canRestart the computer and shut down non-essential softwareOr install the latest graphics driver.

(Edit email: ylq@jfdaily.com)

"Did you’fly ‘today?"

"My’addiction ‘has broken again, please update it quickly."

"It’s not on the way to visit relatives and friends, it’s on the way to chase’Hurricane ‘."

Since CCTV’s eight sets of broadcasts, the country’s audience ratings have topped the list, and it has also become the new "drama king" of the exclusive broadcast platform iQIYI. This is the anti-black drama "Hurricane", which has rushed to the forefront of almost all communication platform topics and traffic. According to CCTV Sofrey data, CCTV’s eight sets of "Hurricane" have a balanced age distribution of viewers from 1 to 27 episodes, which can be said to be eaten by young and old.

This is a Zhejiang-produced TV drama supported by the Zhejiang Provincial Culture and Art Fund, co-produced by a film and television culture company in Zhejiang. Why can a "traditional" anti-black TV drama stand out and top the chart? Where does "addiction" come from?

one

To answer the above two questions, let’s first talk about the meaning behind the title of "Hurricane". What is it about Hurricane?

Some viewers say that the scale is surging. Compared with most traditional anti-crime films and television dramas that mainly focus on anti-black heroes, "Surging" defies the original narrative angle and boldly adopts a two-line narrative technique of one good and one evil. It does not shy away from depicting the family history of the underworld boss in depth and detail, and vividly tells the story of how an honest and dutiful petty citizen went to the dark step by step. When the underworld boss is no longer just a stereotypical "foil", it can better reflect the difficulty and long-term responsibility of the anti-crime operation itself.

Some viewers also said that justice was surging. For example, the justice representative in the play, Police Officer An Xin, in the past 20 years, although he has been bruised and exhausted in the fight against the evil forces, and even betrayed and fell into despair, he has always stood at the forefront of the anti-black struggle. Even if he became a "lonely brave man" in Jinghai, he did not change his original intention.

In addition, more people will feel that the acting is going crazy. There is no doubt about this, and it can even be said that it is one of the key reasons why "Hurricane" broke the wall and broke out of the circle. Just looking at the cast and crew of the TV series is enough to make people "feel at ease". Zhang Songwen, a famous movie star, and a large number of old actors such as Zhang Zhijian, Wu Gang, and Ni Dahong performed together. It is not surprising that all the acting staff are online, and the audience is immersed in it.

In this regard, the biggest highlight of "Hurricane" is the actor Zhang Songwen, whose "Brother Qiang" has almost covered more than half of the show’s traffic topics. Zhang Songwen’s acting is so realistic that many bullet comments called for "suggestion to check". "It’s not like it’s acting, maybe there is a real problem." Others, after watching "Hurricane", confessed that they have "post-hurricane syndrome", so that when they go out and see a small stall peddler, they vaguely feel that they are a hidden underworld boss. Some fans even commented: "’Brother Qiang’s acting is so good that across the screen, I can smell the fishy smell of Qiaoyuqiang and the smell of cologne after blackening."

In fact, there is a certain inevitability behind Zhang Songwen’s popularity and fame.

The external environment provides an opportunity to break out of the circle. In recent years, the domestic film and television drama market has been flooded with all kinds of "little fresh meat" and "little fresh". The acting skills are grandiose, but they can play the starring role of big dramas by virtue of popularity and traffic. Fans continue to brush the charts and impulse, resulting in extremely high ratings for the repertoire. After a long frenzy, the market needs to return to rationality; after a long frenzy, the audience naturally calls for acting skills.

Internal driving forces create their own value. Zhang Songwen’s title of "play crazy" has a long history. After more than 20 years of professional downturn, Zhang Songwen has completely conquered the audience with the role of Zhu Yongping in "Hidden Corner". Every smile and every move is a play. In order to play Gao Qiqiang, "life observer" Zhang Songwen specially went to a local vegetable market in Guangdong early to observe the daily life of fish traders, and recorded it in his heart and engraved it in his mind.

Zhang Yi, who played opposite Zhang Songwen, is equally brilliant. In him, we see different "An Xin" of different ages and stages. From the fledgling and blood-pumping in his 20s, to the ideals in his 30s and still sticking to the mission, to the sophisticated and down-to-reality in his 40s, the "An Xin" police officer at every stage makes us feel that such people exist in real life.

With its storyline and its acting skills, how could the audience not suffer from "addiction"?

two

Why is "Hurricane" superior to ordinary anti-black film and television dramas? In addition to the acting skills of "hard-core" actors, the power of "Hurricane" lies in finding the right narrative angle and presentation method.

Speaking of anti-black theme film and television dramas, many people’s minds will emerge a set of fixed scripts, a preset plot: righteous, upright political and legal officers disguised, deep into the tiger’s den, follow the cane to lead out the umbrella company behind the evil forces, after a battle of wits and courage, successfully sent the bad guys to prison, and everyone was happy and ended successfully.

"The underworld and evil forces have original sins, and the bad guys are bad guys from the beginning of the story." Compared with "Hurricane", ordinary anti-underworld film and television dramas lose by prematurely framing the villains, profiling the villains, and shaping each villain into an unscrupulous and cunning person. Not only that, but the good and evil factions in the plot are always two parallel lines, with no intersection, no transition, and no so-called "gray area".

Justice deserves praise, but evil also needs objective analysis. The underworld does not fall from the sky, and the process of formation has an intricate social soil. Compared with ordinary anti-black film and television dramas, "Hurricane" wins by telling the story of an ordinary person walking into the abyss of evil and evolving into the boss of the underworld. In "Hurricane", good and evil are not mutually exclusive, but will intersect and even transform each other.

The protagonist of the story, Gao Qiqiang, was originally an ordinary fishmonger in the vegetable market. After losing his parents at the age of 13, Gao Qiqiang played the role of a "father", raising his younger brother and sister alone. After experiencing the beatings of society and the ravages of reality, Gao Qiqiang staggered from the bottom of society to the top, from a law-abiding citizen who was bullied to a underworld boss who dominated the world with one hand.

The writer Lu Yao once wrote that although the road of life is long, the key points are only a few steps, especially when people are young. For many people, justice is on the left and evil is on the right, and the difference of one thought may be a lifetime away.

When the Tang brothers humiliated and smashed the TV they had worked so hard to buy, Gao Qiqiang chose to fight; when the neighbors heard that the deputy director of the Municipal Public Security Bureau was his backer, Gao Qiqiang chose to remain silent and pretend to be a tiger; when faced with his brother’s desire to start a business that required 20,000 yuan to open a PHS store, Gao Qiqiang chose to take risks and become a thug, eventually leading to the abyss of crime.

What "Hurricane" presents is not only the battle of wits between good and evil, but also the floating of people’s hearts and human choices. The process of watching "Hurricane" is the process of the audience following the characters in the play, making choices again and again. From an honest fish seller, to a liar, to a criminal, each choice pushes the fate of the characters in the play to a new position.

The TV series "Hurricane" fully respects the IQ of the audience, depicts the history of a underworld boss’s fortune, and exposes the historical causes of the underworld hovering in Jinghai City for many years. Under the premise of sweeping away the underworld and promoting righteousness, the whole drama appears more flesh and blood, reasonable and logical.

three

Of course, in addition to the superficial elements such as acting, plot, and scale, the reason why "Hurricane" makes the audience unable to stop is also because it reflects human nature itself, workplace ecology, and social reality to a certain extent, making people feel "so far away and so close" across the screen.

The time dimension of the story spans from 2000 to 2020. 20 years of rapid development, development means change, accompanied by problems, involving reform, especially the era proposition of how to move from a Chinese-style human society to a Chinese-style rule of law society. The play also carries, explains and embodies well.

Some film critics say that if Gao Qiqiang is the representative of the human society, then Anxin is the code name of the rule of law society, and the conflict between the two protagonists is actually the collision between the rule of law society and the human society. The author believes it deeply. It is particularly obvious in Gao Qiqiang that things depend on relationships and go out and take care of things. Acting according to the law and rules is the norm that Anxin police officer believes in. In his dictionary, the law is above all else. When human feelings meet the law, where is the road? How to achieve the rule of law? The plot is thought-provoking.

After talking about the big ones, let’s talk about the small ones. Why do so many young people love this drama? Because "Hurricane" also reflects the workplace ecology to a certain extent.

As the director introduced, the protagonist An Xin, whose name means "peace of mind", is a pure idealist. He is sharp, high-spirited, straightforward and strong but lacks workplace wisdom, and he offends people by hitting walls everywhere. The police officer Li Xiang is An Xin’s partner, which means "ideal", but he is a true realist, and his caution is vividly displayed in him. The underworld boss Gao Qiqiang is a complete opportunist. He will seize all the resources and contacts he can access, and magnify them infinitely, constantly finding opportunities for himself.

While the characters in the "Hurricane" play are hurtling, idealism, realism and opportunism are also constantly "hurrying". Gao Qiqiang is well versed in the human society, and he will bite and escape when he has the opportunity to go ashore; An Xin has been run by the human society, but she sticks to her ideals but is smashed to pieces by reality, and finally loses her head overnight; Li Xiang, in order to avenge his master and take down the evil forces behind him, resolutely chooses to take risks. Knowing that he has no good ending, he still pushes himself step by step to the end of his life.

Gao Qiqiang’s insidious and vicious, unscrupulous means is a kind of human nature, a sinking human nature. An Xin’s calmness, tenacity, integrity and kindness are also a kind of human nature, a noble human nature. As someone said, only by understanding Gao Qiqiang’s control of worldly sophistication can we understand how difficult and valuable it is for An Xin to maintain her original intention. It is because of the selfless efforts and even sacrifices of "An Xin" one after another that this society is full of peace and tranquility, and we can live in peace.

"Hurricane" is still on the air, and many viewers should not lose themselves in the "hurricane addiction" and hurricane with the show. When facing good and evil, facing right and wrong, how should each of us choose? There is a saying on the Internet that says, "No matter what life is like, stay awake and stay kind."

1905 movie network feature 　With the go LIVE of "Little Joy", after three years, the "Tongyuan CP" composed of Haiqing and Huang Lei successfully swiped the screen again.

Douban scored 8.0, surpassing the 7.8 score of the previous "Little Separation", which is expected to once again set off a wave of national discussions on family relations and children’s education, and this wave of discussions may not be limited to domestic borders.

On June 7 last year, the sister installment of "Little Joy", "Little Separation", was broadcast on the prime channel of the Mongolian ASIAN BOX film and television channel, surpassing many Korean and American dramas to reach the top of the audience rating list. The educational topics reflected in the series not only hit the "pain points" of Chinese families, but also resonated with Mongolian audiences.

The upcoming word-of-mouth drama "Twelve Hours in Changan" has also successfully "gone overseas" to Japan, Singapore, Malaysia, Brunei, Vietnam and other countries, and has also been launched in North America in the form of "paid content" on online platforms such as Viki, Amazon, and Youtube. This is the first time that domestic dramas going overseas have entered the monthly subscription payment area and achieved quasi-simultaneous playback at home and abroad.

"Twelve Hours in Chang’an" overseas poster

Now,"Chinese dramas go overseas" – the overseas distribution of high-quality domestic dramas has become the norm, not only with more diverse genres and themes, but also with expanding international influence.

From the "Journey to the West" of that year to the current "Twelve Hours in Chang’an", what new trends have been shown in "national dramas going to sea", and what new requirements have been put forward for creators and propagandists?

The types of subject matter are becoming increasingly diverse 　"National drama going to sea" has become the norm

The history of "Chinese dramas going to sea" has a long history. Early classic costume dramas such as "Journey to the West", "Romance of the Three Kingdoms", "Kangxi Dynasty" and "Huanzhu Gege" can be regarded as the first echelon.

The 86 version of "Journey to the West" was first popular in South East Asia countries such as Myanmar, Vietnam, and Thailand. It has a score of 8.8 on the foreign film review website IMDB, and is still discussed by overseas audiences. Historical dramas such as "Romance of the Three Kingdoms" and "Kangxi Dynasty" have been very popular in Japan and have been rebroadcast on Japanese TV many times.

In 2010, "The Beautiful Times of Daughter-in-law" was "exported" to Tanzania, causing a heated debate. Later, more than 40 domestic dramas such as "Struggle", "My Youth", "Beijing Youth" and "Durala’s Promotion" were also translated into local languages and broadcast in 46 countries including Kenya, Egypt and Zambia.The theme and genre of "Chinese drama going overseas" began to be not limited to costume dramas, and urban emotional dramas could also have a place.

In 2015, "Empresses in the Palace" officially landed on the international streaming platform Netflix, becoming the first domestic drama to be paid to be broadcast on the platform. It is considered a milestone event in the history of "national dramas going overseas".

"The Beautiful Times of Daughter-in-law" "Langya Bang" "Empresses in the palace" Overseas Edition Poster

In 2018, three high-reputation online dramas, including "White Night Chasing the Murderer", "River God" and "Undocumented Crime", went overseas one after another, creating a precedent for the export of domestic online dramas. The recent "Twelve Hours in Changan" has also achieved quasi-simultaneous broadcast on overseas platforms and domestic online platforms on the basis of "paid" broadcast.

In the early 1990s, the overseas marketing of domestic dramas was mostly concentrated in more than 10 countries and regions such as South East Asia, Japan and South Korea. Today, the export of domestic dramas has spread to more than 100 countries and regions.

According to Zhang Lina, editor-in-chief of Alibaba Entertainment Youku, Youku has sent more than 50 copyrighted content overseas in the past two years, and in the first half of 2019 alone, there were nearly 10. "Going overseas has become the norm."

It is not difficult to see from the above example thatDifferent countries and regions have different preferences for domestic drama genres and themes.

From 2013 began to test the waters of domestic drama overseas distribution, there are "Langya Bang", "choose heaven", "love" and other more than 500 episodes overseas distribution experience of Century Youyou company overseas distribution director Zhang Chunlan told Xiaodian Jun, in Japan, South Korea and South East Asia, costume drama, life drama affected by geographical factors, a high degree of acceptance; while in North America, suspense detective theme is very popular.

Century Youyou was responsible for the overseas distribution of "Love"

"Chinese kung fu and ancient martial arts have always been popular in overseas markets, but with the increasing number of Chinese dramas going overseas, the types are becoming more diverse, and some overseas audiences have also developed the habit of chasing Chinese dramas. Sweet pet love dramas and modern suspense dramas are also becoming more and more popular. The current upsurge in realistic themes in the drama market will also play a positive role in the development of overseas audiences," Zhang Chunlan said.

Balancing Chinese stories with global expression 　Reality themes will see an upsurge

The 30-year journey of Chinese opera going overseas has accumulated and cultivated a large number of overseas fans, and has also continued to expand the overseas influence of Chinese culture. However, in the midst of a boom, "Chinese opera going overseas" still faces some difficulties.

The main export markets of domestic film and television dramas are still concentrated in South East Asia and Chinese-speaking regions, and overseas Chinese are still one of the most important audience groups.

The price of a single episode exported from China is still relatively low, and the lead drama is only a few tens of thousands of dollars per episode. Producer Tang Lijun has revealed that in the Japanese market, the price of a single episode of an American drama may reach 1 million US dollars, a Korean drama may be 200,000 US dollars, and a Chinese drama may sell well for tens of thousands of dollars.

Japanese version of "Hua Qiangu" promotional video Flower

There are many reasons for these difficulties. First, "the current problems in overseas distribution are mainly caused by differences in language and culture." Zhang Chunlan analyzed.

Due to its geographical relationship and cultural proximity, Asia has a close relationship with Chinese culture, making it a natural main market. However, mainstream audiences in Europe, America and other regions are still relatively unfamiliar with Chinese culture, and their language and cultural barriers are relatively high.

In addition,The viewing habits of overseas audiences are also different from those of domestic Chinese audiences.Foreign audiences are more inclined to small-scale works of about 20 to 30 episodes per season, and China’s 70 to 80-episode volume and relatively slow narrative rhythm will inevitably appear "acclimatized" in the process of overseas distribution.

Take "Empresses in the Palace" as an example. When Netflix launched, not only did the length of the original 76 episodes be reduced to 6 episodes, each episode was 90 minutes. The lines lost their original charm after translation.

In the end, the word-of-mouth Chinese drama with a score of 9.1 on Douban only received a 2.5-star review on Netflix. The large number of classical Chinese lines in "Twelve Hours of Changan" also posed no small challenge to translation.

The reason why suspense dramas produced by online platforms such as "White Night Chasing" and "Crime Without a Certificate" are favored by Netflix is precisely because they refer to the shooting techniques and narrative rhythm of American dramas in the script, shooting and editing stages, and are relatively close to the viewing habits of overseas audiences.

In the comments of "Twelve Hours of Chang’an", "fast pace" and "large amount of information" have also become the keywords of many foreign audiences.

At this year’s Shanghai TV Festival "National Drama Going Overseas" related theme forum, Fu Binxing, president of Huace Film Company, said:Whether to use editors who understand local needs, accurate translation and localized promotion and marketing will all affect the quality of Chinese dramas "going global".

In addition to the above points,The quality of the series is still the core factor that affects the success of the overseas distribution of domestic dramas.Whether it is the early "Huanzhu Gege", "Journey to the West" or the recent "Langya List", "White Night Chasing", "Changan Twelve Hours" and other dramas, the success of "going to sea" is backed by excellent production standards.

The current hit "Twelve Hours in Changan" Douban scored as high as 8.6 points, and it also reached 9.5 points after the launch of the overseas video platform viki.

The series is quite elegant from the story, lines to the service of the Tao, focusing on the "Tang style ancient rhyme", and the shooting method and narrative rhythm are very international. The use of "long shots" is quite skilled, and the suspense action elements are also very suitable for overseas audiences. It has found a good balance between the level of industrial production and the dissemination of traditional Chinese culture.

Xie Ying, general manager of Youku Drama Center, the producer of "Twelve Hours in Changan", believes that the challenge for domestic dramas to really go global is to break the inertia of themes and stories."The most important thing for domestic dramas to really go global is to explore the diversity of themes, the youth of stories and the internationalization of audio-visual language."

In the past two years, the popularity of a number of TV dramas such as "All Good", "Ice Breaking Action" and "Little Joy" has set off a creative boom in realistic themes.How to enhance the international influence of China’s realistic film and television works, let foreign audiences touch the real contemporary China, and use common values to transcend national borders to resonate will also become a new trend of "national dramas going overseas".

No matter in terms of quantity or quality, domestic TV dramas have ushered in the golden period of "going to sea". "Twelve Hours in Changan" and "Little Joy" are just the beginning. I look forward to the future batch of high-quality domestic dramas with both "Chinese stories" and "world expressions" continuing to go abroad and send out China’s cultural voice to the world.

　　　 News source: Nanning Evening News

　　　　

Fan Bingbing was strongly doubted

　　　　"Natural beauty is hard to give up, and it is always on the side of the king. Looking back and smiling at Bai Meisheng, Liugong Fendai has no color." Concubine Yang, one of China’s "four beautiful women", has always been a representative of plump beauty. Her story has also been filmed into film and television works countless times, including the recent TV series "Datang Furong Garden" on CCTV’s eight go LIVE sets. However, with the hit of the show, the role of Concubine Yang in the play by Fan Bingbing has attracted strong criticism from many viewers, and even evolved into a huge verbal attack on the Internet.

　　　　The netizens strongly questioned

　　　　Unlike some historical dramas, "Datang Furong Garden" only talks about love and not politics, and positions Yang Guifei as a "pure" woman. According to the director’s conception, Yang Guifei in the play should be "pure enough to make men’s hearts shake and women jealous." However, after the appearance of Yang Guifei played by Fan Bingbing, not only did she not charm the audience, but also attracted waves of strong doubts.

　　　　"By letting Fan Bingbing play Yang Yuhuan, in addition to making the audience feel despair, even the Chinese idiom is about to despair. How can I change the’Huanfei Yan Thin ‘? Looking at her thin face, how can there be any smell of Yang Guifei?" "Fan Bingbing doesn’t look like a favorite concubine in a prosperous age at all – graceful and natural charm; always looks like a small family jasper, no matter how you look at it, it looks like Yang Guifei’s maid." Many viewers also pointed out that in the famous "Neon Clothes Dance", Fan Bingbing actually used a lot of double shots, which seemed very fake. "When Fan Bingbing dances, he just swings his sleeves up, turns left and right, and has no charm."

　　　　Fan Bingbing is quite aggrieved

　　　　Faced with various criticisms from the audience, Fan Bingbing looked rather aggrieved: "Zang Jinsheng, who played An Lushan, said that he had studied relevant historical materials. The real Yang Yuhuan’s measurements are only a little bigger than mine, not so fat, and his height is shorter than mine, about 1.55 meters to 1.60 meters, so the thin version of Yang Guifei is not without basis." Fan Bingbing defended himself against the accusation of lack of temperament: "I am emotionally confident, and taking this play shows that I have confidence. I think everyone is too harsh on me, because the feelings in the play are very delicate, and the role positioning and history are inherently different."

　　　　As for the dance stuntman, Fan Bingbing explained: "The’Nishang Feather Dancing ‘is very famous, and I originally hoped to be able to complete it myself, but I didn’t learn dance after all. In the end, many scenes were shot by dance teachers as stuntmen, which is my biggest regret in filming the drama!"

　　　　Zhou Xiaowen was a little angry

　　　　The director Zhou Xiaowen looked a little angry in the face of the audience’s criticism: "Who said that Concubine Yang Guifei must be a fat woman? Who has seen it? Let him find me! Saying that Concubine Yang Guifei is fat is the imagination of literati. When I shoot Yang Yuhuan, I want to show the image of a’pure ‘woman. It doesn’t matter if she is fat or thin." (Fan Dongbo)

Editor in charge: Li Meng

"Yang Ying’s Dilemma: The Biggest Bad Luck in the Entertainment Industry" When Yang Ying’s image is covered with black tape on the poster, people can’t help but lament that this is the biggest bad luck in the entertainment industry. The celebrity endorsement posters in the mall have also been quickly replaced, and the situation of resource fragmentation is worrying. At the moment when her popularity has plummeted and her prospects are bleak, Yang Ying is undoubtedly anxious.

She had expected to be a big hit, but the reality was too different from her expectations, which made it difficult for her to accept. According to people familiar with the matter, Yang Ying often quarreled with the team, believing that the agent did not pay attention to her itinerary, nor did she make threats and risk assessments in advance, which led to her accidentally touching a minefield. It was only now that Yang Ying had hoped to be the focus of attention at major award ceremonies, and her appearance on the red carpet became the focus of attention.

However, her popularity plummeted overnight, a situation that left her extremely depressed. Yang Ying hopes to be able to change the current situation by relying on the connections and influence of her ex-husband Huang Xiaoming in the entertainment industry. As Huang Xiaoming’s ex-wife and the mother of her children, people are looking forward to whether Huang Xiaoming will lend a helping hand. For now, however, Huang Xiaoming has not publicly expressed support or tried to change her situation.

It seems that Yang Ying’s plan to make a comeback through her ex-husband is probably going to fail. Overall, Yang Ying wants to rely on the strength of others to solve the dilemma, exposing the problem of her unstable foundation in the entertainment industry. If the female star wants to stand firm, she needs to build her own network resources. At present, Yang Ying is in a serious crisis of resource rupture, and the prospect is bleak. Whether she can make a comeback will take time to verify.

There are different voices in the industry. Some people believe that Yang Ying is only temporarily affected and still has a chance to rise again. In short, Yang Ying’s current predicament can be said to be of her own making. As a public figure, she shoulders higher social responsibilities, but she obviously did not think carefully in her actions and words. A series of mistakes led to the consequences of today’s.

Celebrities must bear in mind that the public’s scrutiny of them is far harsher than that of ordinary people, and any controversy can lead to serious consequences. Therefore, celebrities must be cautious in their words and deeds, and must not leave the public with the opportunity to question. It is precisely because Yang Ying went to a controversial venue to support the performance that she has crossed the bottom line of the public.

Although she herself did not make inappropriate remarks, the choice showed the wrong value orientation, and also exposed the lack of judgment. Yang Ying’s experience should serve as a warning to the entire entertainment industry. Artists must keep in mind their social responsibilities. Only in this way can they win the respect of the public and succeed in the long-term development of their careers.

Responsible editor:

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)