1905 movie network news The martial arts action movie, which will premiere on the Internet platform on the first day of the New Year’s Day, will release a poster of "Jianghu Partner" version, with the leading role of the film and the details of the relationship between characters exposed. From the pre-release notice, Zhang Xiaoyu was saved by a blind man from the enemy, but he also planted the seeds of revenge, begged him to help him take revenge, and even determined to practice martial arts, hoping to be an enemy one day. In the poster released this time, two people sat across the table. Zhang Xiaoyu stabbed the blind man with chopsticks, but he was easily resolved by the blind man. In the extremely lively scene layout, the master and the apprentice are full of concentration when they see the move, which also indicates that the road ahead for the sequel is dangerous and abnormal.

In another poster, Zhang Xiaoyu, who was caught in the shadow of revenge but couldn’t get revenge, had tears in his eyes, and a blind man stroked his cheek. Although his eyes were invisible, he felt the same way about her tragic experience. In the poster, the blind man has always been unyielding and arrogant, and it also makes the audience expect what he will do to protect this poor orphan child. The murderous image of the blind man in the first part impressed the audience deeply. In the upcoming second part, whether the blind man will continue his previous image has become the biggest question in the audience’s mind. Xie Miao revealed: "In the first part, he is more rigid and vicious, and this one will have more softness of ordinary people to present to the audience." How will his cold and numb life change when a lonely and taciturn blind man runs into a kind and warm-blooded orphan boy?

It is worth mentioning that at the end of the trailer, Zhang Xiaoyu asked the blind man, "I’ll give you an eye. Which side do you want?" When Zhang Xiaoyu wittily answered "the left side is bigger", the blind man who never showed a trace of tenderness finally smiled. In the mighty rivers and lakes, the blind man and the orphan boy start a bloody revenge journey, and the bond between them is getting deeper and deeper, which is undoubtedly another highlight of "Arrogant 2" outside the extreme action drama.

After the film official announced the file, many netizens expressed their feelings in the comment area: "The child who used to be on the back is now taking another child and planting the seeds of martial arts." Two years ago, with the ultimate audio-visual language and the polishing of martial arts types, the immortal blood of martial arts fans was rekindled. This time, the original team came back with a sequel, and in the rare Spring Festival file of martial arts films, it is bound to bring a passionate story to the audience!

Special feature of 1905 film network　"I have my own creative ideas, but I hope to give more understanding to the audience."

　

At the end of the drama "Ideal City", we had a conversation with the screenwriter Zhou Wei, who is also the author of the original novel and has an absolute "God perspective" on the setting of each character and the development of each plot. Only when the works face the market and the audience, she wants everyone to have their own understanding.

　

Since the series was launched, she has sent three Weibo’s, and she will take time to answer questions for every drama fan under each Weibo. Similarly, as she replied to a fan, "I can’t write if I come up for business every day."

　

I don’t participate in too much publicity in front of the stage, but I am more obsessed with behind-the-scenes creation, which is simple and direct, and has a persistent Su Xiao (decoration). Perhaps this pure creation is also her idealism and the "ideal" of the title "Ideal City".

　

At present, the drama series has finished, and the Douban score has remained at 7.8, which has been one of the highest-rated works in domestic industry dramas in the past five years. In this dialogue, we try to reinterpret the content of the series and how to achieve the high score of the remake of Ideal City.

Theme novelty

The novel "Ideal City" was originally named "Su Xiao’s War", inspired by a friend of Zhou Wei’s in the construction industry. She jumped from state-owned enterprises to private enterprises, which was almost an open career growth, especially after the chairman of the group saw her tender, she was promoted to the group by three levels.

　

When the chairman meets her, there is only one question. What do you think is appropriate for us to agree with Baosteel on the steel price next year?

　

This problem of changing my friend career life was also written into the novel by Zhou Wei intact, and then put into the drama "Ideal City".

　

Facing the rapid promotion of young employees, the old employees in the group have a sense of crisis, and then there has been intergenerational conflict — — The confrontation between the "hidden rules" of the older generation’s "black-box operation" and the characteristics of Su Xiao’s younger generation’s adherence to rules has become the place where Ideal City hits the audience’s emotions the most.

　

Many fans are curious whether Zhou Wei has experienced ups and downs in the workplace for many years, but in fact, Zhou Wei’s experience in the workplace can be ignored. Even in the past four years, he has devoted himself to the scriptwriting of the drama "Ideal City" in a semi-closed state.

Zhou Wei said frankly: "I wrote about human nature and human heart, and I wrote about social rules."

Her accurate description of the workplace comes from her understanding of human nature and social rules. Studying economics, she thinks that all problems can be explained from the economic aspect. After all, the economic foundation is the foundation of all superstructure, including all kinds of relationships in the workplace.

　

The boss of Tiancheng reused Su Xiao, and the chairman of Yinghai promoted her to the third level because she could make money. There is a saying in the construction unit that "the profit of the project is not made, but settled." Settlement is one of the work contents of the cost engineer.

　

Cost engineer is a very small occupation. Zhou Wei studied the course for a period of time, but he still didn’t dare to understand it. In order to avoid the audience’s difficulty in getting into the play during the watching process, in the process of adapting the TV series, the story should focus on the relationship between the characters and the workplace as much as possible.

Even so, the first and second episodes still dissuaded many viewers. Zhou Wei said with regret: "No way, we have revised it many times, and finally decided to take migrant workers as the opening event, because it is the most common thing in the construction industry, which can bring out the characteristics of the industry at once, subcontract the general contractor business site and so on."

After the series was launched, keywords such as "Biography in the Workplace" and "Gong Dou in the Workplace" became frequently mentioned by the drama and fans, but for the creator Zhou Wei, there was no such feeling.

"Drama creation will require the preservation of more dramatic content, and those ordinary work parts will naturally be rarely presented." In particular, as a workplace drama, Ideal City is more difficult to create. "It is mainly an atmosphere that everyone is familiar with. If the workplace life is truly displayed, the audience can feel very boring, so in the creation, the mode of American drama is adopted to increase the sense of rhythm and attract the audience more."

　

The role is distinct

Su Xiao is one of the characters that Zhou Wei thinks is the most difficult to write. "Because she is the protagonist, she has to bear the role of positive guidance, but if she writes too much, the whole will be very facetious. This role is not only difficult to write, but also difficult to play. Sun Li played very well. "

　

Sun Li is the best person to play Su Xiao in Zhou Xin’s mind. After writing the script of the first ten episodes, the producer asked her who she wanted to play the role, and she said, "Sun Li."

The producer said with a smile, "Just dream on. I want her to play in every project, but there is only one Sun Li in the country."

Sun Li just appeared in the workplace drama "Settle Down" last year. In that work, she also has an impulse, but there are some cleverness and caution in her impulse, and she prefers to find loopholes in the rules. However, the role of Su Xiao is just the opposite. She carries the "axis" of an engineering girl, and everything is uncompromising, with a Forrest Gump-style persistence.

　

In "Ideal City", Su Xiao’s growth will be more obvious than that of other characters, from sitting in the station next to Tiancheng toilet with a little impatience, to gradually calming down and dealing with various difficulties appropriately. On the one hand, it lies in the tempering of Tiancheng and the Group under different working frameworks, on the other hand, it is the embodiment that a person should grow up.

　

In Zhou Wei’s view, Su Xiao represents the contemporary young people, who are more decisive in the workplace. "Sticking to the rules and hoping that the society will have less social intercourse, less intersection and less black-box operation represent the progress of an era."

　

Accurately speaking, "The Ideal City" is not a drama with a heroine, but a group work, and every role in the drama is very distinct. Zhou Wei also lamented that in the creative process, writing group plays is the coolest. "A star hangs there alone, no matter how beautiful it looks, you can only take a look, but the brilliant stars will make you feel excited."

　

Looking through Zhou Wei’s comments on Weibo, everyone in the audience discussed their favorite roles and asked her for adjustments in the adaptation of the series.

　

Each role represents different groups in the enterprise group, and it is their efforts to get together that have the opportunity to obtain more resources from the society. Some of these people are similar and complementary in character, others are contradictory in temperament and coexist in contradiction. For example, during the Tiancheng period, Lu Zhengming (Ding Wenbo) and Donglin (Cheng Ziming) were typical.

　

Lu Zhengming is sincere, honest, and gentle in doing things. He has been working hard and wants to strive for better opportunities by working ability. Donglin, on the other hand, is a prick who loves to fish. He is good at have it both ways. He is lazy if he can, but he is eager for a promotion. Their attitudes towards Su Xiao inevitably changed with her status, from closeness to confrontation to cooperation.

Zhou Wei’s true description of the workplace is nothing more than her writing about each character’s self-appeal in this big group of enterprises. There are contradictions when there are different demands, and there are conflicts when there are contradictions. In the conflict, she tries to strike a balance and move on in balance, which is what is really happening in every enterprise.

"They are supporting roles in the play, but they are their own protagonists." Zhou Wei said so.

　

humanthing·real

Some viewers questioned that Su Xiao’s career path was too smooth. First, she was valued by Wang Yang (ornaments), and then she was promoted by Zhao Xiankun (ornaments).

　

In this regard, Zhou Wei’s view is: "This is related to her work. She is a professional, and her performance is good. Just look at the data and you will know."

　

Some viewers think that Zhao Xiankun promoted her to treat her as a knife, and this feeling of being "used" is too sad.

　

"Eldest brother is willing to use you, it must be because you are valuable, and all you have to do is to make yourself more valuable and make use of it into reuse. I am afraid that there is no value, and I don’t even choose you for use. " Zhou Wei said.

　

In the TV series, Su Xiao adhered to the "clear rules" and encountered numerous bumps all the way, never changing her mind. Zhao Xiankun promoted Su Xiao, and it was this resilience in her that she took a fancy to. "The group is gradually decaying. Su Xiao has a positive enterprising spirit that is not in the group. Promoting her is like throwing a catfish into a school of fish." However, Su Xiao had just entered the group when she suffered a stroke from Huang Lilin, and was attacked by everyone. In the end, Zhao Xiankun tried his best to save her.

　

Xu feng (Zhang Tianyang), the assistant to the chairman, was not so lucky. He stepped on Xia Ming’s trap in the traitor incident and was eventually demoted to a real estate company. Why didn’t Zhao Xiankun protect him?

"xu feng’s heart began to waver when the internal audit couldn’t go on. Zhao Xiankun thought that he lacked grass-roots tempering and was not tough enough, so he took advantage of the situation and sent him to the real estate company. In fact, when you compare the state of xu feng’s internal audit and Su Shi’s dismissal, you will understand why Zhao Xiankun chose to protect Su Shi instead of xu feng. "

　

Halfway through the series, the hero and heroine came together, but some viewers still thought it was too sudden.

　

"It has been laid for a long time, and they have been restraining their emotions, just like bubbles in beer cans, which have been fermented for a long time. Huang Lilin opened the lid. "

　

Some viewers also questioned whether a character like Su Xiao really exists in reality.

　

"Of course there is, not just my friend. And recently I met some successful women in social intercourse, and they all said, I am Su Xiao. It can be seen that the character Su Xiao has the characteristics of a successful woman. "

　

Of course, Zhou Wei doesn’t want everyone to imitate Su Xiao’s style of doing things without analysis after watching The Ideal City. "You have to figure out your own strength first. This world is very realistic, and how much strength you will always say. Before entering Tiancheng, Su Xiao has upgraded her professional ability to the highest level, which is the emboldened spirit that she dares to say and do. "

Women and strength

Women’s awakening has been a hot topic in TV series in the last two years.

　

There are not many female characters in Ideal City, but each one is typical. Maria (act the role of) is the only woman in the play who can sit in the leadership meeting. She seems to be the opposite of Su Xiao and seems to be her future.

Her style is often criticized by her subordinates, but as can be seen from her memories, she once wanted to bring a new style to Yinghai Group like Su Xiao, but she failed to do so and sank together.

At the climax of the drama, when the management voted who could be the leader of the reform team, they would not have voted for Maria Su Xiao, but finally voted for her when they hesitated. Perhaps this kind of voting has some topics of reform, but in her expression, there is no swagger in the past, and perhaps she thinks of her original self.

　

Looking at reality, more women, or the general public, are Wu Hongmei (ornaments).

　

"This group of characters is also the relationship between side A and side B. Wu Hongmei and Su Xiao are senior sisters of the same major. Why are they completely different fates in the workplace? Comparing their lives, we will find that Wu Hongmei was frightened after going to the construction site for internship and switched to HR. This is a fork in the road for their careers. "

The construction site is a male-dominated world. Zhou Wei’s friend said that when she went to the construction site to take a shower, she had to let her male colleagues guard the door. At the construction site, you have to treat yourself like a man. Su Xiao did it, but Wu Hongmei couldn’t. She was not brave and firm enough. Therefore, although Wu Hongmei is eager to have Su Xiao’s success, her personality determines her fate. Most of the time, she can only be the background of others.

Under Zhou Wei Weibo, someone will always ask her, "When will Wu Hongmei blacken" or "When will Wu Hongmei counterattack". In her view, the role of Wu Hongmei has a long way to grow, and she is still in the stage of seeking outside — — Longing to be saved by a powerful man, only when she wakes up internally — — Rebuild her personality, and she can really stand up.

Unfinished to be continued

The story is not over.

In the drama "Ideal City", Zhou Wei left a lot of foreshadowing. Some original parties would spoil it in the barrage, while others began to fill in various possibilities. She planned to continue writing this story. Of course, many netizens asked her when to shoot "Ideal City 2".

　

"I work hard."

　　BEIJING, Feb. 28 (Reporter Wu Tao) In more than two months, Apple’s mobile phone broke out in succession with "deceleration gate" and "signal gate" incidents. Subsequently, Apple announced that mobile phones affected by the "speed-down door" can be replaced with batteries at preferential prices, and some models with "no service" problems can also be repaired free of charge. But is "affordable" really so easy to get? The reporter conducted an investigation.

　　Battery supply will not be available until the end of March at the earliest.

　　After the "speed-down door" incident broke out, Apple’s official announcement showed that its official maintenance points can provide preferential battery replacement service, and the battery replacement price is 218 yuan (currently adjusted to 217 yuan), which is lower than the original price of 608 yuan by 390 yuan.

　　As early as the end of January, Apple’s customer service said that the preferential price battery replacement service began in January, and the official maintenance points of Apple nationwide can be tested for free, and it can be replaced in about one hour.

　　But recently, Ms. Li told the reporter of Zhongxin. com that there is no battery at all and the battery is out of stock now. According to the information provided by Ms. Li to Zhongxin.com, the content of Apple’s after-sales email shows that "the current delivery cycle of iPhone 6 Plus is long, because this iPhone has been discontinued, and battery replacement parts will be supplied at the end of March or early April".

　　An Apple after-sales store in Beijing said in an interview with Zhongxin. com that battery replacement at a preferential price requires an appointment to queue up. Users who made an appointment to change batteries years ago (before February 16) will be in March and April. As for when they can supply them, they don’t know.

　　"We don’t have goods (batteries), which means that there are no other Apple after-sales stores in Beijing, because they are all supplied simultaneously." The above-mentioned Apple after-sales store said.

　　However, the relevant person in charge of Apple said in an interview with Zhongxin.com that most of the materials can be fully supplied now; In addition, consumers have enough time to enjoy this service. Apple’s official announcement shows that the preferential price battery replacement service lasts from the end of January to December 2018.

　　Can’t you repair it for free after the warranty period?

　　In addition to changing batteries, some consumers also reported that they encountered obstacles in seeking free maintenance when dealing with the "signal gate" problem.

　　In early February, Apple confirmed that a small number of iPhone 7 devices may display "No Service" in the status bar (even within the coverage of cellular mobile signals) due to a component failure on the motherboard.

　　Apple said that the faulty models in China are A1660, A1780. If your equipment has the above symptoms, Apple will repair it for free.

　　After learning the news, Yan Yan (pseudonym) suddenly thought that her husband’s iPhone 7 often had similar problems. "My husband’s mobile phone often had no service before. Because of the busy work, the mobile phone will be used, so it was not repaired in time."

　　After confirming that the mobile phone model is A1660, on the afternoon of February 10th, Yanyan came to Apple Xidan Joy City Store, which is Apple’s official maintenance service center. In an interview with Zhongxin. com, Yan Yan said that in the store, after she explained the relevant issues, Apple’s after-sales staff confirmed that the mobile phone had passed the warranty period and said that "occasional no service is not within the scope of free testing, unless there is no service all the time".

　　Yan Yan also said that at that time, the staff said that if it was to be repaired now, it must be paid back to the factory, and it could not be tested for free.

　　According to Apple’s official announcement, the affected iPhone 7 devices are guaranteed for two years from the date of the first retail sale of the devices.

　　It is understood that the iPhone 7 was released in September 2016, so it will be moved back two years according to this calculation. In principle, as long as the affected models and production date conditions in Apple’s announcement are met, you can enjoy free maintenance, regardless of whether it has passed the warranty period.

　　Free maintenance depends not only on the model.

　　For the problem that it meets the model but can’t be repaired for free, the reporter contacted Apple Xidan Joy City Store by telephone. Some staff said that A1660 is a large batch, and which equipment can be repaired for free can only be determined after they have tested it. He also said that consumers will bring mobile phones that meet the relevant models to test whether they meet the free maintenance conditions for free.

　　Apple’s official announcement shows that the production date of the affected equipment is between September 2016 and February 2018. However, the above-mentioned staff said that they don’t look at the production date, and they don’t know what the engineers specifically tested, but only when they can test it will they know whether it is within the scope of free maintenance.

　　For an iPhone 7, the date of production is simply unknown to ordinary consumers. What should be tested specifically? Is there any more transparent information in this regard? In this regard, Apple’s official responsibility said that because the content related to the iPhone serial number is customer privacy, it is recommended that consumers with such problems should first test it through official channels.

　　The above-mentioned person in charge of Apple also stressed that the actual situation of each case is different. If the consumer’s equipment has such a situation, Apple will repair it for free, but before providing any service, the technician will check the iPhone to verify whether the equipment meets the conditions of this plan. (End)

　　International Online auto channel News: Recently, Geely Automobile exposed the official map of exterior interior made by Xingyue L based on the brand-new "symphonic design concept of time and space". In the exposure map, the new color matching of Cuiyu Blue interior and exterior highlights the beauty of self-confidence, technology and inheritance. Bose advanced custom audio, special suede seats, custom atmosphere lights, pearl stitching and other leapfrog configurations show luxury quality. Originated from the innovation of design concept in the era of Geely 4.0, the "Symphony of Time and Space" brings together all Geely’s experience and imagination in building cars, making Xingyue L, the flagship SUV with CMA architecture, which integrates global technology and wisdom, realize the symphony of inheritance and innovation, East and West, humanities and technology, and become the latest masterpiece of Geely’s design concept in the era of fully building cars and Geely 4.0, with the strength to completely subvert the China SUV market.

Xingyue l

　　Xingyue L shape adopts minimalist design, abandons redundancy with neat lines, and the road is simple. The biggest highlight of the exterior is a limited car color — — "Cuiyu Blue", a blue color with high saturation, presents different luster and color under different ambient light, which is elegant, atmospheric and has a sense of grade. Cuiyu Blue is inspired by the mountainous green hills, and at the same time, it extracts the green texture of traditional porcelain and natural cuiyu, explaining the mutual integration of tradition and nature. Brand-new Jade Blue interior and exterior color matching, born excellent, more elegant and luxurious.

Xingyue l qianmian

　　A key word in the appearance of Xingyue L is Geely’s strongest energy, that is, the gathering of Geely’s cosmic energy, while simple lines have a sense of strength. For example, the front face of the Milky Way is surging, just like the constant emergence of energy, which sets off the tide of the universe; The vertical grid of energy pulses, like a series of DC pulses, opens up a world and spreads the ripples of the universe to the periphery to a greater extent, showing a strong sense of external strength and tough temperament. And the star shuttle waistline and aurora dot matrix penetrating taillights, with complexity and simplicity, a line to the end, generate gives infinite tension.

Xingyue l headlamp

　　What is particularly eye-catching is the energy matrix headlights, which adopt a three-stage design of upper and lower rows of energy crystal headlights and dual-lens LED light sources. The whole system comes standard with LED light sources and has 126 LED bulbs. Each lamp is not simply turned on and off, but is independently controllable, and different brightness changes can be defined. In the later stage, more lighting effects can be realized through OTA, which fully embodies the inheritance and innovation of Geely 4.0.

　　Thanks to the top safety gene of CMA architecture, the headlight has the highest active safety lighting design, which meets the global five-star collision requirements. The illuminance reaches the second-class standard, and the road illumination brightness is 150LX, the lighting distance is 175m, and the road illumination width is 23m, which is far ahead in the industry. There is also a unique light show function at the same level. Headlights can follow the rhythm of music minute by minute, and the lights reflect and are very shocking. At the same time, it also has a variety of rich functional configurations, such as automatic headlights, intelligent far and near light switching, three kinds of welcome lights, Goodbye farewell mode and so on.

Xingyue l taillight

　　Compared with the sense of strength and conquest in appearance, the interior design of Xingyue L emphasizes more on people’s point of view, pays attention to functionality and humanistic care, draws on the great country’s heritage and many inspirations, conveys humanistic character through oriental artistic conception, and contains oriental aesthetic concepts in the fashion atmosphere. The core idea of interior design is to share the driving pleasure to everyone in the car, and to harmonize the humanistic classics with the trend technology, giving the interior full of luxury quality and technological texture.

Xingyue l interior

　　The theme of Xingyue L’s interior is also Cuiyu Blue, which is inspired by the bronze elements in the ancient capital of Xi ‘an. The Cuiyu Blue interior is matched with golden decorative pieces, and the inspiration for the punched pattern and decorative diaphragm of the seat comes from the mottled texture on the bronze. High-grade suede fabrics are widely used in the interior, which reflects the luxury quality and connotation. The exquisite pearl stitching is used to show the decorative details of the points on the ancient city doors. With the special suede seats with skin-friendly touch, the car interior is exquisite, elegant and unique. In addition, 72-color custom cockpit atmosphere lights, as well as the application of China elements such as oriental new rhyme weaving texture and Chinese knot, give cultural connotation to the interior space and pay attention to functionality and humanistic care.

Xingyue l

　　It is worth mentioning that the Bose advanced sound system tailored by Xingyue L takes the ultimate auditory enjoyment of people as the core, adopts 10 high-performance speakers, Bose’s unique digital signal processing technology, and ANC’s active noise reduction function, and brings an immersive listening experience like visiting a music performance site through precise layout and exclusive customized tuning.

Bose sound system

　　In addition, the panoramic life integrated cockpit creates an "all-round space" for mobile life, and the instrument panel layout is 4.0, which is more in line with the man-machine layout, so that everything is just right, and the touch air conditioner control buttons make comfort at your fingertips. The IMAX screen of "horizon picture scroll" running horizontally through the center console, such as a flat picture scroll, presents users with colorful car life. Humane cockpit design and intelligent human-computer interaction bring immersive intelligent interactive feelings and create a better experience for all car scenes.

Xingyue l interior design

　　Based on the innovative design concept of "Symphony of Time and Space" in the era of Geely 4.0, Xingyue L is a masterpiece that combines the world’s essence technology and the unique car demand of China people, and integrates Geely’s 30-year car-making technology. Its appearance is stable and atmospheric, and its interior is luxurious and comfortable. With minimalist design, it shows elegant taste and exquisite quality, truly achieving the harmonious unity of classics and trends, science and technology and humanities, and finally presenting the best to users. Thanks to the leading edge of CMA architecture, it is believed that Xingyue L will definitely add luster to the SUV market in China under the five global genes of "safety, health, intelligence, performance and energy saving". (Source: Geely Automobile)

　　Live marketing personnel or live room operators must be at least 16 years old; Eight live broadcasts were explicitly prohibited; Do not deceive or mislead users by deleting or shielding relevant unfavorable comments … … Recently, the National Internet Information Office, the Ministry of Public Security, the Ministry of Commerce, the Ministry of Culture and Tourism, the State Taxation Administration of The People’s Republic of China, the State Administration of Market Supervision, and the State Administration of Radio and Television jointly issued the Measures for the Administration of Webcast Marketing (Trial), which came into effect on May 25, 2021.

　　In recent years, live broadcast with goods has become a hot spot, and the industry has developed rapidly, forming an upsurge of "live broadcast with goods for all". Many consumers have also developed the habit of shopping in live broadcast rooms and easily bought a trillion-dollar market. However, due to the immaturity of the live broadcast industry, fake and shoddy, false propaganda, high quality and low price, billing and other chaos frequently occur, and it is difficult for many consumers to protect their rights when buying problematic goods. It can be seen that the live broadcast of goods urgently needs to strengthen norms, form institutionalized restraint forces, clean up and rectify violations, urge the industry to step into standardized operations, and protect the legitimate rights and interests of consumers, so as to be stable and far-reaching.

　　The data shows that as of December 2020, the number of e-commerce live users in China was 388 million, an increase of 123 million compared with March 2020, accounting for 39.2% of the total netizens, ranking first in the number of all kinds of webcast users. Obviously, live broadcast with goods has become the mainstream mode of online shopping, which has great market competitive advantages and broad market development prospects. However, the existence of various problems has damaged the reputation of the industry and infringed on the rights and interests of consumers. Therefore, we can’t let chaos interfere with the operation of the industry. We need to rein in the rush in time and urge the industry to return to the normal track.

　　In the face of frequent chaotic live broadcasts, the relevant competent departments have frequently rectified and standardized, and introduced a number of management measures, which have played a certain role in restraining. This time, the "Measures" jointly issued by the seven departments clearly stipulated the norms that should be observed by platforms, anchors, etc., and made a clear negative list. At the same time, it also clarified the punishment mechanism. For example, operators of live broadcast rooms and live broadcast marketers are not allowed to fabricate or tamper with data such as transactions, attention, views and likes. Obviously, after the formal implementation of the "Measures", the supervision of live broadcast will be stricter in the future, and violations will be severely investigated. Law-abiding and orderly development is king.

　　Nowadays, when the live broadcast industry has become bigger and the social impact has gradually increased, chaos can no longer be tolerated, and it is inevitable to strengthen supervision, draw the bottom line rules, and promote healthy development through standardized operation. It can be seen that the strengthening of supervision is a good thing for the live broadcast industry, which can give play to the supervision power, clean up the market chaos, realize the good money to drive out the bad money, and let the law-abiding operators obtain more lasting benefits.

　　E-commerce has been developed for many years, and the business model has been iteratively upgraded for many times. Live broadcast with goods is the latest e-commerce model. We should give full play to our own advantages, become the "leader" and innovator of e-commerce, bring more gains to the industry and consumers, and form a positive feedback effect in order to achieve greater achievements. Therefore, practitioners should take advantage of the development opportunity brought by the implementation of the Measures, carry out rectification in accordance with various regulations, abide by laws and professional ethics, and realize standardized operation as soon as possible, so as to become a booster for social and economic development. (Author: Jiang Debin)

(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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Third, edit the video

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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!