标签归档 西安高端外卖

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.

"When we are together, it is the life we yearn for." Huang Lei, He Jiong, Zhang Yixing, Peng Yuchang, and Zhang Zifeng gathered at the Mushroom House, and in the midst of laughter, "The Life We Yearn for" ushered in a reunion.

The parents couldn’t wait to take their children out to play, picking blueberries and picking wildflowers. Huang Lei said that he would not get out of the car to help pick wildflowers. Seeing the two children who were messing with tools and the wrong way, they still came forward with different hearts. Tonight, let’s see how the "Flower Picking Grandfather" helps the children pick flowers.

Zhang Yixing returned late at night, and in addition to the surprise calls from his family, he was also greeted by… a group of chickens who were known as "rarely come to the yard". The next morning, the chickens were walking in groups in the courtyard, and Zhang Yixing’s face was full of horror and disbelief: "Teacher He! Didn’t you say there were no chickens!" Can Zhang Yixing, who was "scared of chickens", bravely take the first step out of the bedroom?

After the meal, the popcorn machine "saw the light of day again". This time, everyone was different from the unfamiliarity of previous seasons. On the one hand, Huang Lei and He Jiong unhurriedly lit a fire, added firewood, and looked at the pressure gauge; on the other hand, Zhang Yixing, Peng Yuchang, and Zhang Zifeng handed the bench, fanning in an orderly manner, and the family assembly line was orderly. Finally, it was the thrilling time to open the lid. Under the attention of everyone, Peng Yuchang was excited and prepared to open the lid with trembling hands, once, twice… While shouting so scared, while holding back the neck of Peng Yuchang, could he "open the lid" smoothly? Anyway, everyone had covered their ears and hid away.

Do you still remember the bet Mr. He and Pumbaa made? – Whoever cried in the final parting lost, who couldn’t hold back first? How will everyone define farewell?

Text/Beijing Youth Daily reporter, Zu Weiwei

Editor/Cui Wei

Responsible editor:

　　　　　　　 On February 16 local time, the 60th Berlin Film Festival entered its sixth day of competition. The competing films on the day included the Turkish film "Honey" and the Iranian film "Hunter". But these two films suffered from "ice and fire" treatment in Berlin. The aftermath of "Three Guns Shooting Surprise" released a few days ago has been continuous. The source of the film adaptation, the Coen brothers, said that after watching "Three Guns", they laughed continuously and expressed the hope that Zhang Yimou would remake all their works.

　　　　　　　 In the evening, the Berlin Film Festival officials also organized a "Taiwan Night" banquet, which was attended by all the Taiwanese filmmakers who came to Berlin. Among the most famous ones were director Niu Chengze and the three protagonists of the film "Monga". Due to the popularity of "Monga" in Taiwan, director Niu Chengze naturally received more attention. At the end of the banquet, Jackie Chan also came to the scene to add to the party.

"Taiwan Night" in Berlin

　　　　　　　 The "Night in Taiwan" banquet is the official promotion of Taiwanese films at the three major European film festivals, which has been maintained for many years. Compared with previous years, this year’s promotion was more casual and not as serious as the usual official promotion. The Taiwanese filmmakers attending the banquet included Niu Chengze, director of "Monga", starring Zhao Youting, Ethan Ethan and Feng Xiaoyue, director of "One Day" Hou Jiran, starring Zhang Shuhao and Xie Xinying, director Chen Junlin of "One Page Taipei" and starring Guo Caijie. In addition to them, they also included Hong Kong directors Luo Qirui and Zhang Wanting, and famous Asian film researcher Tony Raines. Due to the high box office of "Mengka" in Taiwan and the appearance of three handsome guys, the director Niu Chengze naturally gained more attention. However, Niu Chengze played a trick in the questioning session and did not say any substantive words, which is a bit regrettable.

　　　　　　　 In the final part of the banquet, Jackie Chan appeared in a Tang suit, which became the biggest highlight of the night. Chan immediately communicated with Niu Chengze after his arrival, and said that he would definitely go to the cinema to see the film. When talking about the current state of Chinese-language films and Taiwanese films, Jackie Chan expressed his grief as always for the passing of the golden age of Chinese-language films in the 1980s. He called on "Taiwan’s new filmmakers to work hard to revive Taiwanese films," and he added, "Filmmakers from both sides of the Taiwan Strait and three places must be united and unified to the outside world, and we may win."

　　　 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:

　　The film "Operation Mekong" will be released on September 30. Yesterday, the film held a press conference at the Xi’an Silk Road Film Festival. Director Lin Chaoxian appeared with the stars Peng Yuyan, Feng Wenjuan and Liu Xianda. Director Lin Chaoxian said that the film has been a difficult practice since its preparation, but he thinks it is very worthwhile: "After watching the film, you will know that China’s police and gangster films are about to open up a new situation." And Peng Yuyan challenged himself again this time. It is obvious that you can rely on your appearance, why do you fight so hard every time you shoot? Peng Yuyan said: "No actor only relies on his face to act. An actor is willing to take the time to learn. This is the most basic quality."

　　Text/Guangzhou Daily reporter, Huang An

　　Regarding the new movie:

　　"Makeover" tests fans

　　Guangzhou Daily: You learn a new skill every time you make a movie. What did you learn this time?

　　Peng Yuyan: The role this time is an undercover agent in the Golden Triangle. There are a lot of gun battles, and you need to keep training to operate firearms. All the equipment is restored according to one-to-one, and the shooting is very hard. The training I do a lot in this role is CQB, and I have specially hired a Thai royal coach to train. CQB is the way the US special forces attack terrorists, and I spent a lot of time practicing. In addition to this, I also need to learn some Thai, English and Burmese.

　　Guangzhou Daily: What do you think was the hardest and worst filming environment in the play?

　　Peng Yuyan: The last one is to go to the drug lord’s base camp to do an assault, layer by layer, through grasslands, caves, tunnels, puddles, rivers, and helicopters. It’s hard to forget, because I haven’t experienced it. The most memorable thing is of course all the gunfight scenes. In addition to the gunfight, there are also many action scenes that I never thought of before. For example, I have to do a lot of jumping, getting bombed, and flying around. In the past, when I was shooting action movies and martial arts movies, I was a monster, but this time I just jumped, rolled, and flew by myself. The main reason is that our equipment is real, and it’s really heavy on our backs.

　　Guangzhou Daily: Is learning a foreign language particularly difficult for you?

　　Peng Yuyan: The more difficult part is that the tone of Thai pronunciation is very different from that of Mandarin, and it takes time to make the tone sound like. The language teacher accompanies me to practice during filming. He says it once and I say it again, and then records it and listens all the time. When dubbing later, he will make it more accurate.

　　Guangzhou Daily: The character you played this time is simply a "makeover" compared to the past, with beards and curly hair. Do you accept this change yourself?

　　Peng Yuyan: Director Lin Chaoxian asked me to change my appearance in the play, which is actually a test for movie fans. The audience may think I am crazy, why should I make myself like this, but I think it is quite enjoyable. It is a rare experience to have the opportunity to try this kind of special makeup that is very real. I have 4-5 different shapes in this play, and it takes 2-3 hours to make the shape. Every play I want to have something fun or special, and it is also a surprise for myself.

　　Regarding small goals:

　　Hope to give you more surprises.

　　Guangzhou Daily: You have worked with director Lin Chaoxian three times, and you have also been abused by him three times. Why are you still willing to cooperate with him?

　　Peng Yuyan: Every time I shoot Director Lin’s play, I really love and fear him. I love him very much, but I am afraid of being abused by him. But to be honest, every time I finish filming his play, I feel that my skills have increased greatly, and then I feel very relaxed when I shoot other plays.

　　Guangzhou Daily: Many people think that you can rely on your appearance, but you have to work so hard. Why?

　　Peng Yuyan: I don’t think acting depends on my face. If you think my face looks good, I thank you. The director gives us a lot of room to train, and every actor is willing to take the time to learn. Otherwise, it won’t be interesting. I don’t mind what people call me. I like to shoot director Lin’s plays.

　　Guangzhou Daily: Have you ever thought of winning an award through this play?

　　Peng Yuyan: As an actor, I just do my own thing, and I don’t have to think too much about anything else.

　　Guangzhou Daily: You have always given people the image of a tough guy. Will there be any restrictions on choosing roles in the future? Will you go back to acting in small fresh movies?

　　Peng Yuyan: In fact, I don’t have much rejection for the role. For the small fresh movie, I want to see if it is suitable, because I don’t think I can still play the small fresh movie now.

　　Guangzhou Daily: It is now fashionable to set a small goal for yourself. Do you have any small goals?

　　Peng Yuyan: I set goals for myself every year, and this year’s small goal is to surprise everyone in the entertainment industry.

According to the plan, Jietu Shanhai new energy series will successively launch 8 new hybrid products including urban Yueno SUV series, hardcore off-road SUV series and pickup truck series, among which urban SUV includes: L6, L7, L9; hardcore SUV includes: T1, T2, T3. The online car market has obtained a set of real car pictures of Jietu Traveler C-DM, whose license plate hangs the "Shanhai T2" logo, or indicates that the new car will be merged into the Shanhai series.

The new car is based on the Kunlun chassis architecture and adopts a hard-edged design style. It provides a hybrid system composed of 1.5T engine + 3DHT gearbox + electric motor, with a comprehensive cruising range of over 1000km. According to the salesperson of Jietu dealer, the new car is expected to be launched in March-May, and the price range is 150,000 yuan – 170,000 yuan.

Voyager C-DM hanging Shanhai T2 logo

Voyager C-DM or Shanhai T2

The interior is a fuel version, which is only indicated.

The appearance of the new car is very similar to that of the Land Rover Defender 110. The square LED headlights are connected to the Jietu English logo, and the bumpers are equipped with trailer hooks on both sides. A luggage rack is provided above the side of the car, and a fixed pedal is provided below. The tailgate is a side-open design with an external spare tire.

The new car uses a hybrid system composed of a 1.5T engine + 3DHT gearbox + electric motor, with an engine thermal efficiency of > 44.5%, providing 1000 + long comprehensive battery life, 6.6kW hybrid external discharge, parking air conditioning, etc.

This article is reproduced from the online car market. The purpose of reprinting is to convey more information. It does not mean that this site agrees with its views and is responsible for its authenticity. If it involves the content of the work, copyright and other issues, please contact the online car market to notify us to delete it. We will delete the content as soon as we receive the notice! This article is only for reference and does not constitute any investment and application suggestions. This site has the final right to interpret this statement.

Fan Bingbing herself and her team have yet to respond positively to the incident. But in any case, this incident has dealt a big blow to her image and career.

As a public figure, Fan Bingbing’s every move has attracted much attention. Her words, deeds, moral character and other aspects have been strictly scrutinized and evaluated. And this suspected tax incident has undoubtedly brought serious negative impact on her image and reputation.

In the entertainment industry, the tax issue of celebrities has always been a sensitive and important topic. As public figures, celebrities should abide by laws and regulations and perform their tax obligations honestly and faithfully.

However, in recent years, many celebrities have been exposed due to tax issues, which has aroused widespread social attention and discussion. These incidents have not only damaged the image and reputation of celebrities, but also aroused people’s attention and thinking about the tax supervision of the entertainment industry.

We should maintain an objective and rational attitude towards Fan Bingbing’s alleged tax issue. First of all, we should believe in the fairness and fairness of the law and that the relevant departments will handle the matter in accordance with the law.

Secondly, we should pay attention to the problems reflected behind this incident and think about how to strengthen the tax supervision of the entertainment industry and regulate the tax payment behavior of celebrities. Finally, we should also give Fan Bingbing a fair evaluation and trial, and not overguess and hype this matter.

Fan Bingbing, as an excellent actor and philanthropist, has brought many excellent works and touching stories to the audience.

Her talent and efforts deserve our recognition and respect. However, as a public figure, she should also be responsible for her words, deeds and actions, and abide by laws and regulations and social ethics.

I hope Fan Bingbing can take this incident seriously, actively cooperate with the relevant departments to investigate and deal with it, come out of the shadows as soon as possible, and continue to bring excellent works and positive energy to the audience.

In short, the news of Fan Bingbing’s suspected tax issue has aroused widespread concern and heated discussion. We should maintain an objective and rational attitude, believe in the fairness and fairness of the law, pay attention to the problems reflected behind the incident, and give Fan Bingbing a fair evaluation and trial. I hope this incident can attract more attention and thinking, and contribute to the healthy development of the entertainment industry and the progress of social morality.

As a high-profile public figure, Fan Bingbing’s every appearance and news has touched the hearts of countless people. However, as a public figure, she must also face more attention and scrutiny.

We hope that Fan Bingbing can learn from this and handle her affairs more cautiously, so as to be consistent with her words and deeds and abide by laws and regulations. At the same time, we also look forward to her continued use of her talents and influence to bring more excellent works and touching stories to the audience.

In the days to come, we believe that Fan Bingbing will go through a period of adjustment and reflection. But in any case, we hope that she can hold firm faith, move forward bravely, and continue to work hard for her dream and career.

After all, on the road of life, everyone will encounter setbacks and difficulties, and the key lies in how to face and overcome them. Let us look forward to Fan Bingbing’s performance and development in the future, cheer her on, and wish her to get out of the predicament as soon as possible and regain a more dazzling light.

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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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:

　　Our reporter, Wan Jing

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

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

　　19 provinces were included in the performance appraisal

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

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

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

　　The rules ensure that the review is left behind

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

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

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

　　Investigate and punish restrictions on competition

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

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

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

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

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

　　Supervision network ride-hailing local policy

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

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

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

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