(Text/Xie Hongjuan Editor/Ma Yuanyuan) "I didn’t start with’ all girls’ today, because Li Jiaqi let everyone down. I am sorry to see everyone in this Weibo."

In the early morning of September 11th, Li Jiaqi reflected on the inappropriate remarks that "Hua Xizi’s eyebrow pencil is getting more and more expensive" during the live broadcast, and said, "I am a makeup counter salesman, and I know that everyone’s work is hard and not easy. I am really sorry that what I said failed to live up to your expectations. "

Li Jiaqi further explained that he didn’t respond immediately because he wanted to seriously apologize to the girl in the comments after finishing his work, and anyone can put forward opinions and ideas on the products in the live broadcast room.

While Li Jiaqi apologized at the Weibo, Hua Xizi’s eyebrow pencil was also pushed to the forefront because it was "more expensive than gold per gram". Some netizens converted it according to the total price and gram weight. "Hua Xizi’s eyebrow pencil is equivalent to more than RMB 980 per gram, which is more than 900 yuan’s Uemura show. You can buy two grams of gold."

However, some netizens retort that the above calculation method is purely grandstanding, and there is no comparability between the wooden eyebrow pencil and the movable refill.

The price of most brands of eyebrow pencil exceeds the price of gold.

Is Hua Xizi Eyebrow Pencil Expensive?

According to Hua Xizi Taobao official website, there are three kinds of regular purchase methods of eyebrow pencil, two of which are to buy an eyebrow chalk and send a replacement core with the same paragraph. A single net content of 0.07g requires 69 yuan, and a net content of 0.08g requires 79 yuan; Buy one eyebrow chalk and send two replacement cores with the same paragraph, and the net content of each one is 119 yuan 0.08g

If you don’t count the gifts, the price of Hua Xizi eyebrow pencil is 985.71 yuan /g or 987.5 yuan /g, which is really higher than the price of gold jewelry in 600 yuan.

However, it is not scientific to get rid of the calculation of gifts, because most of the time gifts can often replace formal clothes and bring a premium to products. Take PASSIONALLOVER’s fire-loving cream velvet air cushion cream sold in Li Jiaqi live broadcast room as an example. The price of a single shot is 178 yuan, but it costs 208 yuan to shoot a combination of air cushion and replacement core, which is higher than the price of a single product.

In contrast, the offline store Givenchy lipstick n37 costs 370 yuan, and official website needs 295 yuan to buy a replacement core, and the difference is less than 100 yuan; Armani red air cushion is priced at 685 yuan, and the replacement core is priced at 445 yuan. The difference is about 200 yuan; Shu Uemura automatic machete eyebrow pencil 295 yuan, replacing the core 160 yuan.

That is to say, although the price of replacement core can not reach the original, in most cases, the value of replacement core far exceeds half of the original value of the product.

If the replacement core of Huaxizi Eyebrow Pencil is calculated as original, the prices of three kinds of purchase methods are 492.86 yuan /g, 493.75 yuan /g and 495.83 yuan /g respectively. At the same time, if the replacement core of Huaxizi eyebrow pencil is calculated as half of the original one, the prices of the three types of purchase methods are 657.14 yuan /g, 658.33 yuan /g and 743.75 yuan /g respectively.

It is worth mentioning that the set meal of Hua Xi Zi Mei chalk sold in Li Jiaqi live broadcast room is "buy one and get two replacement clothes, totaling 79 yuan". Similarly, if the replacement core is halved, 79 yuan can buy two formal dresses of 0.08g in the live broadcast room, which is equivalent to 493.75 yuan/g..

It is undeniable that the eyebrow pencil of 657.14 yuan /g is indeed comparable to the price of gold, but in the whole category of eyebrow pencil, Hua Xizi is not the most expensive one.

By comparing the brands that are also active refills, on Taobao official website, Bei Lingfei’s price per gram is 2,937.5 yuan, Kate’s price per gram is 1,128.57 yuan, Shu Uemura’s automatic machete eyebrow pencil’s price per gram is 900 yuan, COLORKEY’s price per gram is 1000 yuan, Caitang’s price per gram is 564.29 yuan, Kazilan’s price per gram is 446.67 yuan, and Perfect Diary’s price per gram is 139.29 yuan.

How should online celebrity brand create long-term value?

According to public information, Hua Mantian, the founder, founded Hua Xizi in Hangzhou Xizi Lake in March 2017, taking "Oriental Makeup" as the brand entry point, and put forward the brand positioning of "Oriental Makeup, Raising Makeup with Flowers", and settled in Tmall in August 2017 to open the flagship store of Hua Xizi Tmall.

It is worth mentioning that the reason why Hua Xizi can develop from obscurity to a well-known brand in a short time has a lot to do with Li Jiaqi.

According to the report of Toubao Research Institute, since Hua Xizi appeared in the live broadcast room in Li Jiaqi in March 2019, the sales volume of its products in the live broadcast room in Li Jiaqi has maintained a rapid growth trend. For example, Hua Xizi’s product "Air Loose Powder" first appeared in the live broadcast room in Li Jiaqi, and then became the main explosion of Hua Xizi in one fell swoop.

Since then, Li Jiaqi has cooperated deeply with Huaxizi brand, not only becoming the chief recommendation officer of Huaxizi brand, but also participating in supervising Huaxizi’s explosion of concentric lock lipstick, and went to the early research and development process of Miao Impression series products in Miao Village, Guizhou Province to develop Miao Impression Gaoding series cosmetics.

During the Double Eleven in 2019, 64% of GMV of Huaxi Zi came from the live broadcast room in Li Jiaqi. With the help of Li Jiaqi’s live broadcast room, in 2019, Huaxi surpassed 2018 with sales of 1.13 billion, achieving a 25-fold increase; In 2020, Huaxizi products appeared 71 times in the live broadcast room in Li Jiaqi, and the sales in that year exceeded 3 billion yuan. The sales in 2021 was 5.4 billion yuan.

Behind the close cooperation with Li Jiaqi, Hua Xizi was questioned as "emphasizing marketing" and neglecting products. According to beijing business today, statistics show that Hua Xizi spent 20 million yuan on the monthly marketing expenses on the live broadcast platform in the early days. According to Amoy data, if the total GMV from May to June in 2019 is less than 100 million per month, the marketing expense rate of Huaxizi only on the live broadcast platform is about 20%.

It should be pointed out that due to over-reliance on Li Jiaqi, the sales of Huaxi’s products vary greatly. For example, in the first seven months of 2022, the monthly sales volume of Huaxizi Jade Girl Peach Blossom Silk Honey Powder, which was broadcasted six times, was 260,000, and the monthly sales volume of Huaxizi Palace Insect Vegetable Cleansing Cream, which was never broadcasted, was only 1,023.

In addition, Hua Xizi over-packaged the products, but neglected the R&D quality control, which has also been criticized by consumers.

As a well-known brand of domestic cosmetics, Huaxizi Bainiao Chaofeng relief makeup plate is popular all over the network because of its high value and technology. Some netizens shared a post in Xiaohongshu. The relief makeup really reproduces the traditional oriental relief technology, and combined with the classical screen elements, the craft of a hundred birds facing the phoenix is portrayed as the pattern of the makeup plate, which shows the traditional elements very exquisitely.

At the same time, the "average color", "flying powder", "rough powder" and "average ductility" have also become the biggest slot of this product, and the official selling price of 259 is superimposed, which makes a lot of consumers vomit "feeling that they have spent all their money on packaging and appearance", "packaging with heart and making products with feet" and so on.

Some netizens bluntly said when sharing the relief craft, "I really can’t find a reason why I have to buy it except for looking good and supporting excellent domestic products."

How should Hua Xizi build the long-term value of the brand? Facts have proved that it is difficult for products to last long by marketing alone, and it is necessary to increase investment in R&D and promote brand transformation. For this brand that has just been established for more than six years, the game with the "re-marketing" label has just begun.

　　Guangming Daily reporter Zhang Zheng Guangming Daily correspondent Zhang Ziqi Deng Bailu

　　Xie Wei, director of the Cultural Tourism Bureau of online celebrity, Suizhou City, Hubei Province, who was both "spitted" and happy by netizens because of her hair accessories and slightly fat figure, told reporters with joy: "In the first quarter of this year, the city received a total of 7.526 million tourists, achieving a tourism income of 4.67 billion yuan, exceeding the data of the same period in 2019 and setting a record high."

　　Contrary to the image of the video, he is meticulous at work. Recently, when he spot-checked a problem at a scenic spot, he seriously told the staff of the local cultural tourism system: "If the traffic goes up and the word-of-mouth drops, we will only be bitten by the traffic!"

　　In the past two years, the directors of cultural tourism bureaus in various places have been "very busy": they have to "show their faces" in a high-profile way to promote cultural tourism, and they have to bear the pressure brought by the network — — Some people call it "the director trapped in traffic."

　　In the face of some controversy and traffic, Xie Wei is optimistic, "willing to appear in the camera ‘ Volume ’ The director of the cultural tourism bureau still hopes to do something. " After all, he did not forget to tell reporters to give more publicity to Suizhou.

　　Many readers are curious, why did they become online celebrity? What kind of confusion are you facing? Can you maintain the heat for a long time? To this end, Guangming Daily reporter conducted an in-depth interview with this group.

　　Tourists visit Hongcun Scenic Spot in yi county, Huangshan City, Anhui Province. Photo by Xu Jiadong/Bright Picture

　　Why did they become online celebrity?

　　No matter in appearance or expression, Xie Wei seems to have nothing to do with the standard of "online celebrity". In the video that made him out of the circle, Xie Wei wore Hanfu, which quickly attracted ridicule from netizens. "I knew from the beginning that I was very sloppy, but at that time, I felt that this would not affect the beauty of the Millennium Ginkgo Valley. I didn’t expect netizens to focus on me. " Xie Wei said.

　　Being online celebrity is not Xie Wei’s initial intention. In February 2022, Xie Wei was transferred from Suixian County to Suizhou City, Hubei Province as the director of the Culture and Tourism Bureau. During the epidemic prevention and control period, the local cultural tourism industry suffered heavy losses. Xie Wei took office for a month, which coincided with the peach blossom season in Suizhou. He confidently invited more than 20 people from the media to promote it. Unexpectedly, after the video was sent out, the response was flat and the publicity effect was not satisfactory.

　　Xie Wei called "meat pain" after calculating the account. "An activity, each big V needs hundreds to thousands of dollars in labor costs. If there are such activities every month, the annual budget will be several hundred thousand smaller. Comparing the effect, spending too much money is not a long-term solution. "

　　At that time, Liu Hong, director of the Cultural Tourism Bureau of Ganzi Prefecture, Sichuan Province, had become popular on the Internet with his martial arts costume and became one of the first directors of online celebrity, attracting a lot of attention.

　　This made Xie Wei see new possibilities. "I thought, why not follow the example of Director Liu Hong and try it yourself? It will save more money than inviting stars and big V." Xie Wei said.

　　Whether there is controversy or not, we have to admit that Xie Wei’s "explosion" has indeed saved a lot of money for Suizhou’s image promotion.

　　Tourists visit the drum culture exhibition at the Bell and Drum Tower Museum in Xi ‘an, Shaanxi. Xinhua news agency

　　Xie Wei, who took off the label of "online celebrity", is the most typical image of a civil servant in the public mind: wearing a dark coat with a white shirt, showing a calm temperament in his gestures. Before entering the cultural tourism system, he served as secretary of the township party Committee and participated in flood control and disaster relief work.

　　In his view, high-profile popularity is not contrary to his original intention. What the tourism industry needs is "marketing like a madman". Xie Wei said frankly, "online celebrity officials are just a statement. Actually ‘ Red ’ It’s a flash, and civil servants are our job. I can’t accept myself when everyone is writing ‘ Do not move ’ This will be sorry for the trust of the organization. "

　　Ouyang Min, an associate professor at the School of Journalism and Communication, Wuhan University, believes that the change from "low-key" in grass-roots work to "high-key" in cultural tourism marketing actually reflects the functional transformation of government departments from "managers" to "servers".

　　"For a long time, the image of officials has always been serious. In this upsurge, the directors took the initiative to ‘ Decapitation ’ In front of the camera, the expression of escaping and youthfulness subverts the public’s inherent cognition of civil servants. The interweaving of online celebrity and officials has produced a strong sense of comedy and conflict, which accords with the audience’s ‘ Curious ’ Psychology. " Ouyang Min believes that this is a development opportunity for the local cultural tourism industry.

　　What are the dilemmas in traffic?

　　The directors at the center of the topic found that traffic brought not only economic benefits, but also many controversies and rumors.

　　"I don’t know if you have seen the video circulating on the Internet? In their video, I was turned into a little girl in her twenties, wearing a sling and ogling everywhere. " When talking about this matter, Xie Wei frowned and looked very helpless.

　　In March of this year, some self-media AI-changed Xie Wei’s video and marked it with the words "Xie Director’s modern video footage" in an attempt to share a piece of the traffic tide, which also misled many netizens.

　　After the video was released, negative comments on the Internet flooded into Xie Wei. Someone asked him in the comment area: "Is it necessary to sell ugliness because of ugliness?"

　　Submerged in the voice of public opinion, Xie Wei said frankly that he once felt at a loss. He is afraid that he will be labeled as "grandstanding" and even more worried that the surging bad reviews will affect the image of Suizhou. "Because of this incident, many fans have withdrawn from my fan base, and the video click rate has also been affected." Xie Wei said.

　　In Bainiu Village, Changhua Town, Lin ‘an District, Hangzhou, Zhejiang Province, Luo Xingyue (first from right), an investment operator of the village scenic spot, introduced the natural scenery of Bainiu Village to tourists. Xinhua news agency

　　While Xie Wei is facing confusion, directors in other places have also begun to examine the "double-edged sword" of traffic.

　　In March last year, director of the Cultural and Tourism Bureau of daofu county, Sichuan Province, Jiang Zeduoji quickly "went out of the circle" with a sci-fi propaganda film and fluent English, becoming another well-known director of online celebrity after Liu Hong.

　　Up to now, his videos have almost "zero bad reviews", but he is still worried about his high exposure. "My friend said I was ‘ Seek your own way out ’ Exposed to the spotlight, all the subtle movements will be artificially amplified. If the traffic is too large, there may be gossip. " Denzawa Dorje said frankly.

　　In this regard, Ouyang Min believes that it is not unexpected that the traffic will bite back under the strong secondary creation of short videos, and the directors should be prepared.

　　Chen Bo, a professor at the National Institute of Cultural Development of Wuhan University, pointed out: "Director Xie ‘ Ugly out of the circle ’ It has indeed enhanced the visibility of the city. From the results, this is a relatively successful marketing. But this is not a good medicine for developing tourism. After the track of the director is saturated, what do the directors in other places rely on to get traffic? "

　　Chen Bo believes that in order to avoid the traffic itself, directors should clearly realize that publicity is only a means, not an end. Compared with "packaging is new", the cultural tourism industry should take the route of "content is king" and retain tourists with high-quality cultural tourism experience, otherwise it will be short-lived and will not last long.

　　How to seek "allowance" in "flow"

　　As more and more directors join the "online celebrity" tide, sharp-eyed netizens find "clues", and the short videos of cultural tours gradually appear homogenization phenomenon — — The directors are scrambling to adopt similar practices such as "cross-dressing show" and "showing beautiful scenery", which makes the public feel aesthetic fatigue.

　　"Imitation is the least controversial and the least investment." A director of online celebrity Cultural Tourism Bureau with a large number of fans bluntly said that because there is no professional operation team, creativity is easy to dry up and operation is difficult. In order to keep the account updated, we have to follow suit.

　　Tourists visit Nalati tourist scenic spot in Xinjiang. Xinhua news agency

　　Not long ago, the barbecue in Zibo was "out of the circle", which also provided a new inspiration for Director online celebrity — — You can’t just "roll in" endlessly in the video, but you should pay more attention to the travel experience.

　　Mitsuzawa Dorje once held a special meeting to re-examine Zibo’s out-of-circle password, and finally came to the conclusion that — — A city should have a core of fireworks.

　　"Barbecue seems to be a carrier of the taste of street life, but the affinity and interactivity reflected in this process are the core competitiveness." Yasuzawa Dorje believes that the development of cultural tourism should not only have the "face" of video promotion, but also have the "lizi" of tourism experience.

　　Some directors of cultural tourism said in interviews that the root cause of the fire in Zibo was to identify the uniqueness of the city. We should not simply imitate it, but give full play to local strengths according to local conditions and create a unique and grounded cultural tourism environment.

　　"I have been busy attracting investment recently." Online celebrity’s influence is being "realized". "Recently, four companies came to me by name to talk about investment and investment in homestay projects and amusement facilities."

　　In Dafang County, Guizhou Province, Wu Jiaojiao, deputy director of the online celebrity Municipal Bureau of Culture and Broadcasting, experienced the network dividend — — Online data is converted into offline income. A few years ago, they encountered the problem of "pain point". Some fans bluntly told her that the tourism format of young consumer groups was still in a blank, and there was "something to watch" but not "play" for young people. How to solve it once became a difficult problem.

　　This year, the local reference big data "suits the right medicine": a variety of new tourism formats have been launched — — Yi people’s immersive script tour, dressing tour, terrace light show, theme performance in the 1980 s and other ingenious activities. "On May 1 this year, the number of young tourists who come generously has also increased. The daily average number of marchers is as high as tens of thousands. Among them, among the leisure tourism consumer groups, young users and parent-child groups after the 90 s accounted for nearly 90%. " Wu Hao said.

　　Wu Jiaojiao (first from right), deputy director of the Bureau of Culture and Broadcasting in Dafang County, Guizhou Province, is at work. Bright picture

　　Recently, many directors of online celebrity Cultural Tourism Bureau have been thinking — — How to realize the transformation from "online celebrity" to "long red" and from "flow" to "reserve"?

　　Combining with relevant research, Ouyang Min gave suggestions to the directors: "As a tourist destination known for its natural scenery, it is suggested to build a selling point to relieve urban pressure, embrace nature, purify the soul and strengthen emotional experience. Tourist destinations with profound cultural heritage can focus on the development of folk resources, such as traditional crafts, folklore, historical allusions, etc., and explore deeper cultural connotations. "

　　A director of the online celebrity Cultural Tourism Bureau said that in the face of the cultural tourism fever in various places, it is also necessary to be wary of rushing into the project.

　　In this regard, Chen Bo, an expert who has been paying attention to cultural studies for a long time, reminded that the local cultural tourism departments should also do a good job in evaluating the online traffic conversion ability on the premise of clearly publicizing and positioning. "After all, online traffic cannot be directly realized. The cultural tourism department should measure the return on investment of the offline tourism industry and adjust the cultural tourism development strategy in real time according to the evaluation results." Chen Bo said.

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Can someone explode in Tik Tok, Xiaohongshu and bilibili?

A creator named @Thurman Cat Cup (hereinafter referred to as "Cat Cup") did it.

Cat Cup is a young girl who has 1331w, 401w and 240w fans in Tik Tok, Xiaohongshu and bilibili respectively, and she has the characteristic of "fire wherever she goes".

How "amazing" is a cup of cat? Why can the content of her creation be "fire" everywhere? This time, the operation agency will take you to see what "traffic passwords" are hidden behind a cup of fire.

01、How "amazing" is a cup of cat?

A toast to the cat is not new to online celebrity, but it has been a "debut" for a long time.

According to the available information, Cat Cup began to update Tik Tok in April 2020, and always shared what she heard and saw in her life in a funny way.At present, it has accumulated 1331w Tik Tok fans, and the video likes about 20w. From time to time, there will be a million-like explosion.

If she is only a "small fire" in Tik Tok, it can be said that she is a real "explosion fire" in Xiaohongshu and bilibili.

In January, 2021, Cat Cup started to update the content to Xiaohongshu synchronously, and * videos won 16w praise and became an instant hit. It is a "basic operation" to get 5w+ likes for subsequent videos, and some even reach 20w+.

What is this concept? You know, the little red book notes can reach 1w praise, even if it is a "big explosion", and 100w+ fans are already considered as head bloggers.One of the hottest online celebrity at the moment.Yi Mengling　There are also 380w+ little red book fans. The data of a cup of cats even exceeds that of some stars.

In June, 2021, Cat Cup settled in bilibili again.Bilibili is another content distribution channel of "Cat Cup", but just as a "distribution", the cat cup has increased by 240w, and the video broadcast volume has easily exceeded one million.

Not only is it an "explosive output machine", but the commercial liquidity of a cat cup can also be called "tough".

According to the data of thousands of melons, the price of a cup of cat in Xiaohongshu is 5w/ piece. In the past month (September 19-October 18, 2022), seven business notes were released. Just relying on the little red book, the cat got 35w advertising revenue in about one month.

What’s even more amazing is that Cat Cup’s real main business is a fashion designer, and she has also created her own brand and opened her own studio."Being self-media" seems to be only a part of people’s work. Just doing a "sideline", you have achieved millions of gains. ……

02、The contents of a cat’s cup,Where the hell is the cow?

What kind of content has Cat Cup created, which can become popular on three platforms?

Judging from the appearance conditions, a cup of cats can completely take the route of Yan value bloggers.White skin, big eyes and oval face, a cup of * for a cat is a proper beauty, but people just "rely on talent instead of face".

1) Find the pleasing track of "sharing interesting things in life"

Cat Cup once studied fashion design when studying in France.

In her earliest updated video in Tik Tok, she talked with you about interesting things when she was studying and living in France, such as "How drag the courier in Paris", "How hot it is in summer without air conditioning in France" and "How difficult it is to see a dermatologist in Paris".

After that, the pet guinea pig raised by the cat in a cup also became her video material; By October 2020, when the cat returned to her hometown of Guangdong, she began to share more stories of her family, such as "When my parents became obsessed with using online hot words" and "Grandma traveled to Paris".

Of course, the topic of a cat cup is not limited to these.It seems that every little thing in life can be her material, from "spitting out cockroaches in Guangdong" and "spitting out cooling in Guangdong" to "recalling the class teacher in school", a cat can make them into paragraphs with a cup.

There are three reasons why "sharing interesting things in life" is a pleasing track:

*, everyone’s life experience has *.The content of a cat’s cup is closely related to its own environment, so it is not easy to be replaced. In other words, it is difficult to find another creator whose content is similar to that of a cat cup on the whole network.

Second, the "Funny Life" track is suitable for Tik Tok, Xiaohongshu and bilibili, and can satisfy the "appetite" of users on all platforms.After all, brushing jokes is the source of happiness for most contemporary people.

According to the data released by the Tik Tok Creators’ Conference in August this year, life records account for 21% of the content with an average daily broadcast volume of over 100 million in Tik Tok;

Bilibili’s 2021 financial report shows that the living area is a content area for users to visit;

Not to mention the little red book, slogan is "marking my life".

Third, more importantly, the content of "Funny Life" is very suitable for product placement and is also favored by advertisers.Imagine that a person’s life will be exposed to various products, so when sharing life, Amway’s good things will not seem abrupt.

Like a cat, when chatting, you can naturally cue the advertisement. For example, when she talked about "doing group homework and staying up all day while studying abroad", she was caught off guard and switched to Amway SK-II skin care products.

2) The story is very fast, which makes users feel "cool".

It is not enough to share interesting things in life. If a story is told as a boring running account, users will not buy it.

The video of a cup of cat is usually less than one and a half minutes long, which is already a "medium video" compared with other "ten-second videos" in Tik Tok.

However, the narrative rhythm of a cup of cat is super fast.As a funny blogger, there is often a punchline in her videos every 5 seconds.Coupled with exaggerated expressions, accents and sound effects, the funny effect is further exaggerated.

The operation agency takes the explosion video "The Old Parisian Lady of Steel", which was praised by Tik Tok for 145w, as an example, and takes everyone to see how the cat cup is described:

At the beginning, I mentioned that "red-lipped high heels are standard, plus nail stockings and earrings, holding a small bag from the Qing Dynasty in my left hand and holding a Chihuahua in my right hand", and I first outlined the image of a "fashionable old lady" for everyone;

"I don’t know if I should give up my seat to her, and she looks more energetic than me", "The old lady can only wear skirts and shoes in winter, and all the Chihuahuas are wearing less than me", and then throw two jokes;

"The 90-year-old lady principal of our Fashion Design Institute started smoking in the middle of class and played with false teeth; Sometimes students are asked if they want a cigarette. " When describing this passage, the cat imitated the headmaster’s every move with a cup of hands, and switched back and forth between French, Mandarin and Cantonese, which directly filled the effect.

A cup of cat with vivid imitation makes the user feel more substituted when listening to the story, and throws stalks again and again in one and a half minutes, so that the user can see it "cool" and unconsciously brush up a video.

3) The contrast of creating a "beautiful and funny woman" is touching.

What makes the cat cup more successful is that it has created a full-fledged person: a beautiful and funny rich woman.

There are many beautiful women, many funny women and many rich women, but few people are beautiful, funny and rich.

A cup of cat looks outstanding; It is a "returnee" studying abroad; I’m also a fashion designer and the founder of an independent brand … All these elements add up to make people feel that this should be a "high-cold strong woman".

But a cup of cat has nothing to do with the word "high cold".

In the video, Cat Cup often makes some funny expressions and actions regardless of personal image, and once became famous by "imitating guinea pigs to eat vegetables" (Little Red Book was praised for 29w, and bilibili’s broadcast volume exceeded 600w).

It is the strong contrast between behavior and image that makes cats have countless cups of powder, and fans are extremely sticky.Many fans gave the cat a cup and nicknamed it "Guinea pig" (because it was too similar to imitate the guinea pig), and also created a unique stalk "Refuse the animal performance".

More interestingly, there are many bilibili fans who have made videos specifically around a cup of cat: giving the cat a cup of cp, saying that when they see a guinea pig, they think of a cup of cat, and analyzing the appearance of her guinea pig. ……

When fans always joke about "being like a guinea pig", the cat also chooses to take the initiative to take a drink. Presumably, fans like her, largely because she is "grounded".

4) According to the characteristics of the platform, adjust the content appropriately.

After observing the contents of Cat Cup in Tik Tok, Xiaohongshu and bilibili,A cup of cat will actually adjust the details according to the characteristics of different platforms, not just a simple "one-click distribution".

For example, the cover of a shaking video of a cat’s cup is to intercept a picture in the video, revealing only the face and subtitles; However, Cat Cup will make another video cover specially for Little Red Book and bilibili, which not only shows exaggerated expressions, but also contains some keywords related to the theme.

Tik Tok on the left, Little Red Book in the middle and bilibili on the right.

After making these adjustments, the operating agency speculated that:Tik Tok’s presentation is a single-column information flow, emphasizing "catching people’s eyes within 3 seconds", and the video cover is relatively less important; Little Red Book and bilibili are presented in a double-column information flow, and the cover directly determines the click-through rate, so it is necessary to show the key information in the cover.

For another example, although the content published on the three platforms is roughly the same, Cat Cup will make some content specifically for a certain platform. For example, in the little red book, the cat will occasionally publish some pictures and texts, either to bask in beautiful photos, or to share accessories and costumes to drain their own brand stores. But these contents were not published in Tik Tok and bilibili.

The operator speculated that, first, it was because Xiaohongshu was more suitable for publishing graphic and grass content; Secondly, because the portraits of the audience on each platform are different, their preferences are different.

According to the statistics of flying melon, the proportion of men and women in the audience of cats shaking audio and video is basically the same; And 80-90% of the audience of Little Red Book Notes are women (data comes from thousands of melons). Then planting grass in the little red book will naturally have a better effect; If it is posted in Tik Tok and bilibili, it may be "counterproductive".

03、tag

A cup of cat can explode fire, which has some innate advantages. Her face value, her rich life experience and her success in real life all give her extra points.

But what the creators can learn from her is whether they have the ability to show their own selves to the audience.

Cats can always observe the interesting details of life after drinking a cup, and then describe what they have heard and seen in an interesting and vivid way with a style full of personality (such as nagging, funny imitation and multi-language switching) and present it to the audience.

There are millions of beautiful women in online celebrity, but a cup of cat can outshine others.Perhaps this is the case, the beautiful skin is the same, and the interesting soul is one in a million.

Original title: Countdown to 30 days, meet the exhibition to "bargain-hunting" 2023 The 15th Shandong International Auto Show will be held in Qingdao International Convention and Exhibition Center from December 8 to 11.

Source: Popular Newspaper Peninsula News

Original title: Countdown to 30 days, meet the exhibition to "bargain-hunting" 2023 The 15th Shandong International Auto Show will be held in Qingdao International Convention and Exhibition Center from December 8 to 11.

Source: Popular Newspaper Peninsula News

Peninsula all-media reporter He Xinyi

At the end of the island city, the golden car purchase opportunity is just around the corner! From December 8 to 11, 2023, the 15th Shandong International Auto Show will be officially held in Qingdao International Convention and Exhibition Center (No.9 Miao Ling Road, Laoshan District). At that time, more than 600 cars from more than 80 mainstream brands will come to the scene to offer you a year-end car purchase feast. This year is extremely special, because the purchase of new energy vehicles next year is still exempt from vehicle purchase tax, but the tax exemption for each new energy passenger car does not exceed 30,000 yuan. That is to say, if you want to buy new energy vehicles, you have to grasp the tail of 2023, so it is necessary to buy a new car for yourself and your family at Shandong International Auto Show.

With the opening of three exhibition halls, the exhibition will be on the verge.

How time flies! The "footsteps" of this year’s Shandong International Auto Show are getting closer and closer. In another whole month, the exhibition curtain will really be opened. This means that the best time to buy a car at the end of the year has come again. As in previous years, this auto show has gathered hundreds of best-selling models on the market, and will use the No.1, No.2 and No.4 pavilions of Qingdao International Convention and Exhibition Center, which is larger and more imposing than in previous years. The most important thing is that dealers have prepared more models this year, which means that buying a car at this exhibition will have a faster delivery time. At the same time, the impact of chip shortage has ceased to exist, and the price of raw materials for new energy vehicles has dropped to a very low level. At the end of the year, the preferential situation of the auto market has ushered in a new "peak". In short, this is a year-end exhibition of new cars, good cars and discounts.

From 2009 to this year, Shandong International Auto Show has been held for 14 times. As the final exhibition of the auto market every year, Qingdao International Convention and Exhibition Center has become a must for consumers in December. In order to let more consumers know the time, place and specific information of this exhibition, a few days ago, the organizing committee of the auto show officially started the "crazy mode" of auto show preparation, which not only entered the final sprint stage of attracting investment, but also started the large-scale laying of the exhibition promotion, with only one purpose, so that island city consumers who need to buy cars can buy the most satisfactory models on the best platform.

"My Civic was bought at Shandong International Auto Show in 2009! This blink of an eye has passed for 14 years. I am going to change to a new energy vehicle this year. I just saw the advertisement. I know that the specific date of this auto show is December 8-11. I buy a new car in the old place. Shandong International Auto Show is trustworthy, and I want to buy a Tucki. What Mr. Liu doesn’t know is that only dealers gave discounts at Shandong International Auto Show 14 years ago, while in recent years, not only dealers gave discounts, but the organizing Committee also gave car purchase gifts and got them. It’s just the mood after getting the gift package, it’s different! " The most important thing is the new car products now, which are different from before. They have already brought their own refrigerators, color TVs and big sofas, spelling "mobile comfort space".

At the same time, the special line for grabbing limited free tickets for this exhibition was recently opened. Fans can use WeChat to search for "peninsula metropolis daily" WeChat official account. At the bottom of the main page of WeChat official account, there is a "Auto Show Ticket Collection" button, which is very simple and quick. It is worth noting that a mobile phone number can receive 3 tickets, with a total value of 90 yuan. It is more convenient for the whole family to go to see the car together, and the limited free tickets are the first to win!

Shining new car, visiting glad you came.

Shandong International Auto Show, as the same as the three auto shows in March, May and September, has been affectionately called "Winter Exhibition" by the industry and consumers, and it is very eye-catching in terms of scale, sales volume and the number of new cars. Take this exhibition as an example, the brands are very complete. Apart from the luxury brands led by BBA, joint venture brands and independent brands are all here. The most important thing is that there are also new energy "players" who have attracted much attention in the auto market, such as Zhiji, Tucki, Ideality, Nezha, Zero Run, Weilai and AITO Wenjie. Even Tesla, who rarely appeared at the auto show in peacetime, will come to the scene of Shandong International Auto Show in the future, which really reflects the Shandong International Auto Show.

So many brands will definitely bring the best "new car show" at the end of the year, which also attracts many young consumers to come to see the car. "I heard that the Leopard 5 and the tank 400Hi4-T, which have just been listed by Equation Leopard, will be on the scene, and the online battle is very fierce. I just want to see on the spot which of these two cars is better, and choose one from them." Mr. Jiang, a citizen, said frankly that he likes new energy vehicles very much, and his driving sense is good enough, and enough models are interconnected by science and technology to be worthy of his hard-earned money.

In fact, there are a lot of new cars in this exhibition, such as Tesla’s new Model 3, which has just been listed. This car has a high sales volume. Is it sharper in appearance, with special shift position, advantages and disadvantages, as the media commented? You can be the "referee" on the spot yourself. In addition, the 2024 Feifan R7 is also the latest SUV. This car uses Bach cockpit, and the market price has been lowered from 300,000 yuan to about 200,000 yuan, directly pointing the finger at Tucki G6, which should meet the needs of many people; There are brand-new Zhiji LS6, Haval Raptors, iCAR 03, Kia EV5…… … In short, these cars can make people feast their eyes, even if they don’t buy a car, it is quite enjoyable to see them.

Grasping the tail of "unlimited reduction and exemption of purchase tax", isn’t it fragrant to save ten thousand dollars?

The reason why the end of this year is the "golden bottom" for car purchase is very important. In the middle of this year, the Ministry of Finance, the State Administration of Taxation and the Ministry of Industry and Information Technology issued the Announcement on Continuing and Optimizing the Vehicle Purchase Tax Reduction and Exemption Policy for New Energy Vehicles. In the announcement, it is proposed that China’s vehicle purchase tax reduction and exemption policy for new energy vehicles will be extended to the end of 2027, with an extension of 4 years! Exempted for the first two years, and halved for the second two years! However, after careful study, it is found that from next year, the purchase of new energy vehicles has begun to be restricted. It is clearly mentioned in the announcement that new energy vehicles with purchase dates from January 1, 2024 to December 31, 2025 are exempt from vehicle purchase tax, of which the exemption for each new energy passenger car does not exceed 30,000 yuan. The reporter roughly calculated that if you buy a new energy vehicle with a price of more than 330,000 yuan this year, you can still enjoy the policy of completely exempting the purchase tax. However, if you buy a new energy vehicle with a price of more than 330,000 yuan next year, you need to pay a certain amount of purchase tax according to the car price. In this way, the end of this year is just the best place to buy new energy vehicles, and Shandong International Auto Show is such a "golden car buying opportunity".

In addition, with the support of the manufacturers’ exhibition tools and car models, this auto show will continue to be of high standard. Take your own camera to take photos, try the car, talk about discounts, and then go to Lida, Thumb or Golden Lion Square for dinner. The car tour at the end of the year is called a pleasant one. Remember the start time of the auto show, December 8, 30 days from now!

　　BEIJING, Beijing, June 21 (Reporter Qi Feng) On the 20th, the Ministry of Finance and other five departments jointly issued a new version of the standard for the allocation of general office equipment and furniture for central administrative units, which will be implemented from next month. The new standard requires that the central administrative unit should not be equipped with high-end equipment and luxury furniture. According to experts’ analysis, the key for the new regulations to achieve frugal results depends on the supervision of standard implementation and the accountability after violations.

　　Extension of minimum service life of office facilities

　　— — Computers should be used for at least 6 years, tables and chairs for at least 15 years.

　　Before the introduction of this new regulation, there are two documents that can be referred to as the standards for the purchase of office equipment and furniture in central units: one is the Standard for the Configuration of Office Equipment and Furniture in Central State Organs (Trial) issued by the State Administration in 2009, and the other is the Budget Standard for the Purchase of General Office Equipment and Furniture in Central Administrative Units (Trial) issued by the Ministry of Finance in 2011. This time, the new regulations were introduced, and the official also announced the abolition of the above two documents.

　　As far as office equipment is concerned, the new standard defines the configuration standards of desktop computers, portable computers, printers, copiers, all-in-one machines/fax machines, scanners, shredders and projectors, among which the minimum service life is 6 years. Compared with the old version in 2011, the requirements of the new standard for the minimum service life of the above office equipment are increased by one year.

　　Not only office equipment, but also the configuration standards of desk, office chair, sofa, coffee table, desk chair, bookcase, filing cabinet, locker, security cabinet, tea cabinet, conference table and conference chair are defined in the new standard. The minimum service life of the above-mentioned furniture is mainly 15 years, and the minimum service life of filing cabinets, security cabinets, tea cabinets and conference tables is 20 years.

　　By contrast, the requirements of the old standard in 2011 for the minimum service life of office furniture were vaguely unified as "long-term use". According to the notes, "long-term use" means that the service life is more than 10 years. Compared with the old standard, the new standard issued this time has extended the service life of office furniture by at least five years.

　　The upper limit of purchase cost has decreased and increased.

　　— —The maximum price of office equipment is lowered by 7,000 yuan.

　　Compared with the old standard in 2011, in the new standard, the price ceiling of some office equipment has been lowered. For example, the desktop computer dropped from 6,000 yuan to 5,000 yuan, the portable computer dropped from 10,000 yuan to 7,000 yuan, and the shredder dropped from 2,000 yuan to 1000 yuan. The biggest adjustment is the fax machine, which is reduced from 10,000 yuan to 3,000 yuan, with an adjustment range of 7,000 yuan.

　　Compared with the old standard, the new standard is more detailed. For example, the printer distinguishes between black and white and color for the first time. The unit price of the old standard A3 printer does not exceed 1000 yuan, the new standard black and white does not exceed 7,600 yuan, and the color does not exceed 15,000 yuan; The unit price of the old standard A4 printer does not exceed 2500 yuan, the new standard black and white does not exceed 1200 yuan, and the color does not exceed 2000 yuan. However, the new standard stipulates that in principle, color printers are not equipped. If necessary, the upper limit of the number of configurations is calculated according to 3% of the actual number of people in the unit establishment.

　　As far as office furniture is concerned, while increasing the minimum service life, compared with the 2011 standard, many office furniture have raised the price ceiling in the new standard. For example, the chair in front of the desk was adjusted from 600 yuan to 800 yuan, the tea cabinet was adjusted from 1000 yuan to 1,500 yuan, and the conference chair was adjusted from 600 yuan to 800 yuan.

　　The new standard requires that office equipment should be equipped with strong security, stability and compatibility, and equipment with low energy consumption and convenient maintenance should not be equipped with high-end equipment; Office furniture configuration should fully consider the office layout, meet the requirements of simplicity, practicality and classic durability. Luxury furniture and precious wood are not allowed.

　　Which office furniture should be configured according to the administrative level?

　　— — Office desks and chairs, sofas, bookcases, etc.

　　Among the new standards, those differentiated by administrative level mainly focus on the configuration of office furniture. For example, the upper limit of the price of a desk is 4,500 yuan at the department level and 3,000 yuan at or below the department level. The maximum price of office chairs is 1,500 yuan at the department level, and 800 yuan is at the department level and below.

　　In addition, for the first time, the new standard distinguishes the configuration of bookcases, filing cabinets and lockers from department-level and below. According to the old standard in 2011, each office can be equipped with 2 sets of bookcases and 1 set of locker, and the filing cabinet can be equipped as required, regardless of level. The new standard clarifies that each bookcase can be equipped with 2 groups at the bureau level, and the unit price does not exceed 2000; One group for each person at or below the division level, and the unit price does not exceed 1200.

　　In the new standard, filing cabinets are equipped with one group per person and locker rooms are equipped with one group per office. However, the price ceiling is different for different levels. The unit price at the bureau level does not exceed 2,000 yuan, and that at the department level and below does not exceed that of 1000 yuan.

　　There are also sofas to distinguish administrative levels. According to the new standard, depending on the office space, offices at or below the division level can be equipped with a three-person sofa or two single person sofa, and offices at the department level can be equipped with a three-person sofa and two single person sofa. According to the new standard, the maximum price of a three-person sofa is 3,000 yuan, and that of single person sofa is 1,500 yuan.

　　Expert opinion:The key depends on implementation supervision and accountability for violations.

　　Since the 18th National Congress of the Communist Party of China, from buildings and halls to sofas and chairs, China has constantly set standards and rules in the system, standardized "public spending", emphasized thrift, and put an end to extravagance and waste.

　　Wang Yukai, a professor at the National School of Administration, analyzed the reporter of Zhongxin. com. If the system design is reasonable, scientific and standardized, and the purse of public power is strictly controlled, so that every expenditure can be regulated and documented, this will enable the state financial funds to obtain structural savings, which will have long-term benefits for preventing corruption in government procurement and reducing administrative costs.

　　The key to the effectiveness of the system depends on implementation and supervision. In recent years, the chaos of "luxury procurement" and "sky-high procurement" in the field of government procurement has been widely concerned by the media. In 2013, the Blue Book of Rule of Law published by the Research Office of the Law Institute of China Academy of Social Sciences published a report on the implementation of government procurement system in China. This report shows that 80% of the goods purchased by the government are higher than the average market price, and 56.1% of the goods are 1.5 times higher than the average market price.

　　Wang Yukai also said that in recent years, no matter the disclosure of national and local audit reports, corruption and "four winds" cases investigated and dealt with in various places, chaotic phenomena such as "sky-high" office supplies and false invoicing in the name of "office supplies" have appeared frequently, which have exposed many regulatory loopholes in government procurement.

　　"These corruption cases show that with institutional standards, it may not be able to receive effective results. After the introduction of the system, the key depends on the supervision measures in the follow-up implementation process and the accountability after violations." Wang Yukai said. (End)

　　CCTV News:Since July, a number of new policies and regulations have been implemented. Let’s take a look.

　　Central adjustment of endowment insurance fund

　

　　On July 1st, China officially implemented the central adjustment system of endowment insurance funds. Prior to this, the basic old-age insurance for enterprise employees in China was coordinated at the provincial level, and the income and expenditure and balance of each coordinated area were very unbalanced. The implementation of the central adjustment system of endowment insurance funds can increase the overall anti-risk ability of the endowment insurance system and make the timely and full payment of pensions in various places more secure.　

　　Import tariffs on daily necessities have been greatly reduced.　

　

　　From July 1st, the import tariffs on consumer goods will be lowered to a large extent. The average import tariff rate of clothing, shoes, hats, kitchens and sports and fitness products decreased from 15.9% to 7.1%; The average import tariff rate of household appliances such as washing machines and refrigerators was reduced from 20.5% to 8%; The average import tariff rate of processed foods such as aquaculture, fishing aquatic products and mineral water decreased from 15.2% to 6.9%; The average import tariff rate of washing products, cosmetics such as skin care and hairdressing, and some medical and health products decreased from 8.4% to 2.9%. The downward adjustment is basically above 50%.

　　Import tariffs on automobiles have been considerably reduced.　

　

　　From July 1st, China will reduce the import tariffs on automobiles considerably. Reduce the tariffs on automobiles with tax rates of 25% and 20% respectively to 15%; Reduce the tariffs on auto parts with tax rates of 8%, 10%, 15%, 20% and 25% to 6%.

　　The maximum discount for railway fare readjustment is 6.5%.

　　Three months after the last map adjustment, the railway department will implement the train diagram adjustment in the second phase of this year from July 1, and at the same time, from July 5, optimize the published fares of some high-speed trains, with a maximum discount of 6.5 fold. Compared with the current situation, the adjusted executive fare has generally increased and decreased.

　　Mobile phone traffic roaming will be cancelled.

　

　　China Mobile, China Unicom and China Telecom announced that the roaming fee (excluding the traffic from Hong Kong, Macao and Taiwan) will be cancelled from July 1st, and the traffic of mobile phone users in the province will be upgraded to domestic traffic, and the mobile phone traffic will no longer be divided into provincial, provincial/local and national. Since the "long-distance" call fee was completely abolished in September last year, there will be no difference in the main fees generated by the use of mobile phone numbers in all parts of the country (except Hong Kong, Macao and Taiwan) except the difference in attribution.

　　Fees for higher education degree certification are cancelled.

　　From July 1st, China will completely cancel the fees for domestic higher education degree certification services. In the next step, the Ministry of Education will vigorously promote the electronic inquiry authentication service to better meet the social needs such as data inquiry of domestic higher education degree certificates.

　　The central bank will targeted cuts to required reserve ratios by 0.5 percentage points.　

　　From July 5, the central bank will reduce the RMB deposit reserve ratio of large state-owned commercial banks, joint-stock commercial banks, postal savings banks, city commercial banks, non-county rural commercial banks and foreign banks by 0.5 percentage points, further promote the marketization and legalization of "debt-to-equity swaps" and increase support for small and micro enterprises.

　　Foreign investment access list is smaller and more open.

　

　　From July 28, a series of restrictions on foreign investment in banking, securities, automobile manufacturing, power grid construction, railway trunk road network construction and chain gas station construction will be lifted. The National Development and Reform Commission and the Ministry of Commerce recently released the negative list of foreign investment access in 2018, and launched a new round of opening-up measures in 22 fields including finance, infrastructure, transportation and trade circulation.　

Special feature of 1905 film network After 20 days of release, the box office of "Fengshen Part I" exceeded 1.7 billion, and the total box office was predicted to increase from 1.25 billion at the lowest point to 2.45 billion, nearly doubling.Maybe, directorWu ErshanFinally, I can say:"sealGodOut of the ICU.

At the same time, on the evening of August 8th, several leading actors, such as Yu Shi, Na Ran, Chen Muchi and Shan Jingyao, also made a surprise appearance in the live broadcast room of Liu Genghong. The "Proton Group" showed the war dance and joyful dancing, and the topic kept on.

"You have one vote, I have one vote to help Master Wen buy a high-speed rail ticket", "You don’t vote, I don’t vote, Yin Jiao will never have a head!" …

Never being optimistic, it is expected to compete for the second place in the summer box office. The starring role is from unknown to popular. How can "tap water" help "Fengshen" to complete the box office counterattack? How do online and offline announcements open the "road to sealing the gods" with a "two-pronged approach"?

"Tap water" helps "the road to sealing the gods"　

Different from the performance of "scheduled" explosions in summer files such as "Disappeared She", "In an octagonal cage" and "Put all your eggs in one basket", "Feng Shen I" was the one that was not optimistic until its release.The voices of "untimely blockbusters" and "Chinese magic has long been out of date" have come and gone, and only 138 million yuan was recorded in the first two days, which also lowered the total box office forecast of the film to 1.25 billion.

However, with the further release of the film, the relatively excellent quality and fascinating characters have aroused extensive discussion among netizens, and "tap water" is also constantly gathering. Stars and enthusiastic audiences from all walks of life began to spontaneously Call for the film on major social platforms, and supported the film with two brushes and three brushes.

This also allows the market to witness the mysterious power of "tap water" again after films such as The Return of the Great Sage, 22nd and The Wandering Earth.

There are still many netizens who take the initiative to undertake the heavy responsibility of film promotion, brainstorming for hot search topics and fancy whole work. Master Wen Taishi, who made a stunning appearance in the egg, was elected as the first "spokesperson" by the tap water.

"Hello, I’m Master Wen. I’m grabbing a high-speed rail ticket at 12306. Please help me to speed up my return to the DPRK." "You have one vote for me, and a surname can arrive on time!" And so on, which have a great sense of network, have gained a good communication effect.

More enthusiastic netizens thought of dozens of entries in one breath, including not only "Wen Taishi Terrier", but also related topics such as "da ji’s love brain" and "Yin Jiao Ji Fa’s brotherhood", all of which are hot spots that netizens like to see and hear. With the continuous spontaneous fermentation of "tap water", it also helped # Please seal the gods and announce that it was immediately spread to me # and boarded the hot search several times.

Different from these hot spots from the bottom up, the early official publicity of "Feng Shen" mainly focused on the cultural value of the film. There is nothing wrong with this angle itself, but it is launched when the audience still doesn’t understand the film, which means a lot of preaching, and it is not as easy to sink out of the circle as the spontaneous online topic of netizens.

Fortunately, the propagandists and creators of "Feng Shen" gradually realized this point and began to have a benign interaction with "tap water people". For example, Chen Muchi, the actor who plays Yin Jiao, was named as the uncrowned "propaganda director" by netizens because he was willing to go off to play in person.

Director Wu Ershan learned that his initials were homophonic during the road show, and immediately changed the profile "523" to "U23" (from "No Two or Three" to "There are Two or Three"), which earned a lot of goodwill. At the same time, by constantly releasing exclusive behind-the-scenes tidbits and deleting fragments, he tried his best to meet the needs of tap water, and also provided material for the continuous fermentation of the topic.

Under the overnight rescue of "tap water", "Feng Shen" also miraculously walked out of the ICU, ranking first in the box office for 13 consecutive days from the first Saturday, and set a record of 160 million yuan in a single day the next weekend, drawing a beautiful downward curve.

The box office counterattack of "Feng Shen" is undoubtedly a demonstration of the power of "tap water", and it is also worth thinking in the industry: what kind of topics and forms are loved by the audience, and what kind of propaganda points can really gain heat and flow.

　Online and offline "combination boxing"　

"ChristianRandPhillips, she is my hakimi", "Princess ChristianRandPhillips embraces Na Ran" and "Yu Shi Na Ran crosses da ji Ji Fa with each other", all of which come from the roadshow scene of "Feng Shen I".

In addition, short videos with high popularity, such as "Chen Muchi reappears in the right place to tie the gods", "Chen Muchi’s military boxing" and "Proton Group reappears famous lines", are also from roadshows. The ongoing roadshow in 24 cities across the country is like a continuous "hot search" manufacturing machine, which continuously outputs various "famous scenes".

With the rise of online platforms, the traditional road show method was once despised by many filmmakers, who thought it was strong in regionality and limited in reach. However, many summer blockbusters, including Feng Shen and Disappeared She, proved the significance of the road show through examples.

In the era of short video, the role of roadshows is not only to effectively incite regional resources and ferment word of mouth, but also to generate a large number of short video-oriented materials through the interaction between the main creators and local audiences. These grassroots and creative pictures are often easier to spread and spread.

From offline to online, unlike other blockbusters selling tickets live in the early stage of the release, "Fengshen" chose to go to the online head live broadcast room after the actors accumulated a certain degree of heat and popularity.

On August 5th, the cast of "Feng Shen" parachuted into the "Brother Xiao Yang" live room for the first time to sell tickets, and 200,000 movie tickets were sold out in seconds, with over 150 million praises in one minute. Choosing to link with the anchor of the short video platform with grounding gas like "Xiao Yang Ge", the film obviously expects the film to further incite the sinking market.

On August 8th, with the long-awaited fans, the representative of "Proton Group" finally merged with Liu Genghong in the live broadcast room, with a high degree of matching between people and audience, which is expected to produce better communication effect.

Coupled with the live broadcast of a popular game on August 10, and the live broadcast of various actors, from offline to online, from the road show site to the live broadcast room, the "combination boxing" of "Feng Shen" is exerting its power.

Why is "Feng Shen I"?　

Before the screening, I wanted to see why "Feng Shen", which was not favored by the market, attracted so much "tap water" to complete the box office counterattack.

On the one hand, it is naturally because of the excellent quality of the film. Douban scored 7.8 points, Cat’s Eye scored 9.4 points, and Taobao Film scored 9.2 points, which were outstanding in both magic films and movies of the same file, and also gave Amway the confidence of "tap water".

On the other hand, the film is well-made, the old opera bones are superb, and the strength of the new actors is all important points.

With the release of documentaries and behind-the-scenes specials, the ubiquitous cultural details, craftsman spirit and the six-month training camp for worshipping gods have gained the recognition of netizens, making "worshipping gods" a recognized work of "grinding a sword in ten years".

Not only that, although the genre of "Feng Shen" is a magical epic action blockbuster, it "accidentally" captured the "heart" of female audiences. According to a ticketing platform, 52.8% of users who want to see the portraits of Fengshen are women, and the score of women is as high as 9.8, which is much higher than that of men.

The brotherhood of Yin Jiao and Ji Fa’s "well-connected suburbs" combination, the sunny and strong appearance of the members of the "Proton Group" and ChristianRandPhillips, who is more attractive as he gets older, have aroused extensive discussions among the female audience, and also invisibly led a new aesthetic direction. As netizens commented, it is suggested that domestic ancient costumes be rolled up according to this standard.

At the same time, through hard training, the members of Proton Group have completed the all-round transformation from body, will to acting skills, and such "nurturing" actors are more likely to arouse the recognition and resonance of the audience.

The box office counterattack of "Feng Shen" is the victory of "tap water", which also proves that gold always shines. However, "the fragrance of wine is also afraid of the depth of the alley". While looking forward to "Feng Shen II", we might as well sum up our experience and prevent the excellent works from being buried again.

National business daily news, Xpeng Motors left the number one.

On the evening of August 2, Wu Xinzhou, vice president of Xpeng Motors Autopilot, posted a message on social media announcing his resignation: "It’s time to leave. I am reluctant, but I believe that Tucki’s solid team and system can still push the assisted driving forward until the arrival of driverless driving. "

Image source: Sina Weibo

That night, He Xiaopeng, Chairman and CEO of Xpeng Motors, also posted on social media: "Because of family and various reasons, (Wu) Xinzhou said that he would return to the United States in the second half of last year. There are many reasons, but I respect and recognize his thinking very much."

He Xiaopeng revealed that Wu Xinzhou’s resignation was confirmed in the second half of last year. Therefore, in the next 10 months, He Xiaopeng and Wu Xinzhou decided on a brand-new working mode, and did a lot of proactive optimization and iteration in architecture and organization.

According to public information, Wu Xinzhou graduated from Tsinghua University with a bachelor’s degree in electronic engineering, and then obtained a master’s degree and a doctor’s degree in electronic engineering from the University of Illinois at Urbana-Champaign.

In 2019, Wu Xinzhou announced his participation in Xpeng Motors. He previously worked for Qualcomm and held several leadership positions in various R&D projects during his tenure at Qualcomm. He has rich industry experience in autonomous driving, precise positioning and mapping, vehicle networking, communication and wireless network.

It is understood that before Wu Xinzhou joined Xpeng Motors, Xpeng Motors’s self-research on intelligent driving software was not smooth. After joining Xpeng Motors, Wu Xinzhou reorganized Xpeng Motors’s autonomous driving architecture, built Xpeng Motors’s intelligent driving system, and helped Xpeng Motors complete the high-speed NGP and urban NGP landing.

"Five years ago, I came to Tucki across the ocean, came to the right platform at the right time, and joined a surging and exciting track; Therefore, HNGP, CNGP and XNGP have set a precedent for the China brand to land high-level assisted driving, and China’s intelligent electric vehicle has led the world. " Wu Xinzhou said on social media.

Image source: Every reporter Sun Lei photo (data map)

Haitong Securities believes that, as one of the new forces in domestic automobile head, Xpeng Motors leads the domestic in technology and innovation in autonomous driving, intelligent networking and intelligent cockpit. At the same time, it is worth noting that Xpeng Motors’s current smart driving function belongs to the first echelon in the domestic industry, and its smart driving products are gradually gaining the favor of consumers.

Wu Xinzhou said in an interview with the media that the number of orders for Xpeng Motors’s new car, Tucki G6, exceeded 40,000 within one month of its launch, of which the intelligent driving with "Max version" accounted for as high as 70%. According to the research report released by Credit Suisse, Xpeng Motors claimed that the G6 Max version accounted for more than 70% of the total cancellable orders, indicating that car buyers are interested in autonomous driving in the second half of this year, especially in urban areas and the AI ? ? driving function.

For Wu Xinzhou’s departure, Xpeng Motors has also decided in advance that Li Liyun will take over the Xpeng Motors AD (Autopilot) team. According to public information, shortly after Wu Xinzhou joined Xpeng Motors and finalized the intelligent driving route and team structure, Li Liyun joined the autonomous driving team in Xpeng Motors and was one of the important figures in the team. "Because I have been preparing for nearly a year, I firmly believe that the transition between the team and the business will be smooth and smooth." He Xiaopeng said.

In addition, He Xiaopeng said that he would still personally lead the autonomous driving and R&D team in Xpeng Motors. Xpeng Motors’s goal of popularizing XGNP in 50 cities this year has not changed, and he will fully support its strategic partner Volkswagen Group. "Xpeng Motors will make more AI-oriented organizational changes, and will reconstruct Xpeng Motors’s intelligent team, integrate AD, cockpit, machine brain, EEA and many innovative projects into a stronger intelligent team, and increase intelligent planning and operation teams." He Xiaopeng said.

As for Wu Xinzhou’s whereabouts, it is reported that he will join NVIDIA as the "global vice president" of the company and report to Huang Renxun, co-founder and CEO of NVIDIA.

However, neither Wu Xinzhou nor He Xiaopeng responded to this news. However, He Xiaopeng said: "(Wu) Xinzhou will become the highest-ranking Chinese executive of a world-renowned company and continue to cooperate deeply with Tucki in many aspects such as chips."

Original title: Xpeng Motors Zhijia No.1 resigned! He Xiaopeng issued a document confirming that the next stop may be NVIDIA.

Editor: Yang Hong

Editor: Zhang Songtao

Audit: Feng Fei

　　Zhongxin Jingwei Client November 27th (Fu Yumei Intern Zhang Yao) There are less than 40 days in 2020. If you want to buy a car, have you caught the official automobile consumption spree?

　　According to the incomplete statistics of Sino-Singapore Jingwei client, more than 20 places have introduced automobile consumption promotion policies this year, among which keywords such as "new energy vehicles" and "cars going to the countryside" frequently appear. In terms of promotion measures, there are various "fancy" schemes besides car purchase subsidies, such as Hainan’s announcement that people who have purchased real estate can apply for lottery, Gansu’s support for automobile consumption credit, and subsidies for charging new energy vehicles in Shanghai and Tianjin.

　　It is worth noting that the promotion policies of some cities only last until the end of this year. Consumers who are interested in buying a car have to hurry to "get on the bus"!

　　Photo by Xin Jingwei Fu Yumei in the data map

　　Some "fancy" policies promote consumption only until the end of the year.

　　The executive meeting of the State Council pointed out on 18th that the first step is to stabilize and expand automobile consumption by firmly implementing the strategy of expanding domestic demand, further promoting mass consumption and key consumption, and releasing the rural consumption potential.

　　Specific measures include: encouraging all localities to increase the number plate index; We will carry out a new round of vehicles going to the countryside and replacing them with old ones, encourage qualified areas to buy trucks of 3.5 tons or less and passenger cars with a displacement of 1.6 liters or less for rural residents, and subsidize residents to eliminate vehicles with emission standards of three or less and buy new ones.

　　Since the beginning of this year, various localities have successively issued a series of policies to stabilize and promote automobile consumption. On February 3rd, Foshan took the lead in launching the "first shot of automobile rescue", becoming the first city in China in 2020 to introduce specific measures to encourage automobile consumption. The policy issued by Foshan shows that it is planned to give financial subsidies to the automobile sales enterprises registered by consumers in the local area to purchase the "National Six" standard displacement vehicles, and it also stipulates three types of car purchase subsidies, with the amounts of 2,000 yuan, 3,000 yuan and 5,000 yuan respectively.

　　Subsequently, many places followed up and introduced car purchase subsidies and other related policies to promote automobile consumption. Guangzhou gives individual consumers a comprehensive subsidy of 10,000 yuan per vehicle for purchasing new energy vehicles; Shenzhen subsidizes 20,000 yuan/car for newly purchased pure electric advanced or economical passenger cars; Chongqing grants a subsidy of 2000 yuan per vehicle to those who meet the subsidy conditions; Hubei subsidizes the purchase of passenger cars produced, sold and registered by enterprises in the province by 3% of the sales price.

　　Zhang Xiang, an expert in the talent exchange center of the Ministry of Industry and Information Technology and an analyst in the automotive industry, told the Zhongxin Jingwei client that for cities with restricted purchases, it is more important to increase purchase indicators rather than subsidies.

　　At present, many cities with restricted purchases have a tendency to relax their indicators. Hainan issued a notice on November 2, saying that people who have bought real estate in Qiong can apply to participate in the lottery, and those who are not registered in Hainan Province can submit applications. In addition, on August 1st, Beijing issued 20,000 new energy minibus indicators to "car-free families". Shenzhen, Hangzhou and Tianjin have directly increased the number of passenger car licenses this year.

　　Photo by Xin Jingwei Xiong Siyi in the traffic data map

　　The extension of the subsidy policy for the purchase of new energy vehicles has also become a common measure. Gansu, Hubei, Jiangsu, Tianjin and other places will extend the subsidy for the purchase of new energy vehicles until the end of 2022.

　　In order to release the potential of automobile consumption market, many places also actively carry out automobile promotion activities. Gansu put forward measures that the provincial, city and county governments will invest 55 million yuan to subsidize newly purchased family cars, and carry out various forms of family car promotion activities such as automobile consumption credit support and combined consumption of oil, banking and insurance in the province. In addition, Liaoning, Chengdu, Ningbo and other places have recently started the automobile consumption promotion season.

　　However, it is worth noting that although the new policies to promote automobile consumption in various places are still increasing at the end of the year, some policies are approaching the deadline. According to the current open policy, the client of Sino-Singapore Jingwei is not completely sorted out, and some measures in at least 7 places only last until the end of the year.

　　Encourage the charging cost of new energy vehicles to be concerned.

　　A few days ago, the General Office of the State Council issued the "New Energy Automobile Industry Development Plan (2021-2035)", pointing out that by 2025, the sales volume of new energy vehicles in China will reach about 20% of the total sales volume of new vehicles.

　　According to the data of China Association of Automobile Manufacturers, in the first three quarters of this year, the total sales volume of new energy vehicles was 734,000, accounting for only 4.3% of the total sales volume of 17.116 million vehicles. This also means that the future prospects of new energy vehicle sales are huge.

　　Among the above automobile consumption promotion policies, "new energy vehicles" has also become the hottest keyword, and even some cities have introduced incentive policies only for new energy vehicles.

　　For example, on November 19th, Hefei issued the "Implementation Opinions on Accelerating the Development of New Energy Automobile Industry"; On October 10th, Kunming issued "Several Policies for Accelerating the Development, Promotion and Application of New Energy Automobile Industry (Trial)"; On June 10th, Shenzhen issued the Notice on Printing and Distributing Several Measures to Promote the Popularization and Application of New Energy Vehicles in Response to the Impact of COVID-19 Epidemic.

　　In promoting consumption, many places give subsidies by issuing subsidies and coupons for new energy vehicles. Different from fuel vehicles, the charging cost of new energy vehicles has also received attention and support.

　　For example, Shanghai gives a charging subsidy of 5,000 yuan per person to consumers who meet the application conditions; Tianjin will give 2,000 yuan car charging vouchers to qualified car buyers, with no more than 30,000 cars in the city; Kunming announced that from February 1, 2020 to December 31, 2021, the city’s public charging infrastructure charging service fee should not exceed 0.72 yuan per kWh.

　　There are also measures for cities to introduce new energy vehicles for free parking in a limited time. Hefei announced that new energy vehicles will stop in public parking lots (spots) invested by the government for free twice a day, each time for no more than 5 hours; Parking in temporary parking spaces on urban roads is free for 2 hours, and the charge is halved for more than 2 hours. Kunming announced that new energy vehicles will be parked in temporary parking lots (spots) managed by the Municipal State-owned Assets Management Co., Ltd., and temporary parking fees will be exempted within 2 hours of the first parking on the same day.

　　How to continuously tap the potential of automobile consumption?

　　At present, the signal of expanding automobile consumption is still strengthening. According to the website of the Ministry of Commerce, on the 26th, the Ministry of Commerce held a live meeting to promote the consumption upgrading action plan in Beijing, and mentioned "stabilizing and expanding automobile consumption" in the content of "accelerating the release of consumption potential of goods and services".

　　Cui Dongshu, Secretary-General of the Passenger Car Market Information Association, said that with a number of policies and measures issued by the central and local governments, the stability and promotion of automobile consumption benefit have gradually emerged. In October, the trend of automobile consumption rebounded greatly. The total retail sales of automobile consumer goods increased by 12% year-on-year, and the total retail sales of social consumer goods increased by 4.3% year-on-year.

　　According to the follow-up situation in various places, how should the future automobile consumption potential be continuously tapped? Combined with the previous analysis, subsidy is a common way to promote consumption during the epidemic period. Can it be sustained for a long time? Which methods are more suitable for consumers?

　　Pan Helin, executive dean and professor of the Digital Economy Research Institute of Zhongnan University of Economics and Law, said in an interview with Zhongxin Jingwei client that combining subsidies to promote automobile consumption naturally has an immediate effect, which has the significance of directly stimulating consumption at present, but it may not be the core link to activate automobile consumption.

　　"In the long run, we should improve some policies and mechanisms, especially in the innovation of the automobile industry." For example, Pan Helin said that the policy of restricting traffic and licensing in some cities can not be simply "one size fits all", but differentiated measures can be implemented for urban areas and suburbs, and problems such as congestion and parking can be improved by digital and intelligent means.

　　Zhang Xiang said that when formulating relevant policies, we should pay attention to the changes in the automobile market and prescribe the right medicine. In addition to subsidies, we can also consider relaxing the requirements for car buyers in cities with restricted purchases. For example, people with temporary residence permits and social security will have the opportunity to buy cars, and appropriately expand the consumer groups who buy cars.

　　Photo by Xin Jingwei Fu Yumei in the crowd of people at the auto show

　　Pan Helin also mentioned that in addition to the national macro policies, different regions should formulate targeted local policies in light of their own actual conditions to revitalize the local automobile consumption momentum. He also mentioned that trade-in and car going to the countryside can enhance rural consumption potential, which is also an important part of enhancing automobile circulation and expanding automobile consumption in the future.

　　Cui Dongshu said that an important measure to expand automobile consumption is to make good use of the policy support of automobile finance. In terms of car buyers, it is far stronger to stimulate car-free people to buy cars for the first time than to upgrade consumption benefit. In addition, during the epidemic, the trend of online and offline integration and complementarity in the automobile industry became more and more obvious. How to give full play to the advantages of channels and make consumers buy cars more conveniently and safely is also a problem that needs attention in the future. (Zhongxin Jingwei APP)