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)

Wen | Long Chengfei

Editor | He Runxuan

We can see "platelets" on TV.

　

On January 22nd, the official blog of CCTV6 movie channel released a poster of Japanese animation "Working Cell" with the topic of #CCTV6 Spring Festival Film List #, confirming that the first season of "Working Cell" will be broadcast in Weibo on February 13th, and the official blog of the Japanese Embassy in China also forwarded it to the official microblog. On January 29th, the official blog of the movie channel released a video clip of the Chinese dubbing version of Work Cell.

　

Screenshot of "Working Cell" animation, the picture shows the popular character "Platelet"

　

"Working Cell" was adapted from Shimizu’s comic book of the same name, and the first season was broadcast in July 2018. Animation personifies cells in the body, bacteria and viruses invading from the outside, and various tissues and organs of the body become machines or buildings. By depicting the work of cells and the fight against the invasion of germs, the daily operation of human functions is displayed, and biological knowledge is popularized.

　

As soon as the news came out, # Work Cell will be broadcast on CCTV # and boarded the hot search in Weibo.Poisonous eyes (WeChat ID: domoredumou)Note that,This is the first time that Japanese animation dramas have returned to mainland TV screens since the SARFT issued restrictions on overseas animation, and the scale of domestic animation industry and the public’s cognition of "animation" and "secondary elements" have also made a qualitative leap compared with more than a decade ago.

　

Then, can the broadcast of "Working Cell" be used as an opportunity for Japanese animation to return to mainstream TV channels?

　

Those days when I watched Japanese animation on TV

　

In the childhood of many viewers, Japanese animation can be seen on TV channels.

　

If we want to trace back to the first Japanese animation broadcast on TV, it is probably Astro Boy, which was introduced in 1981 and adapted from Osamu Tezuka’s original cartoon. The version introduced at that time was the 1963 version, which was also the first TV continuous animation in Japan.

　

However, for many netizens who are still recalling childhood cartoons, Astro Boy has been introduced for a long time, and saint seiya, a Saint introduced in 1980s, seems to be more representative of the childhood memories of most viewers. "Practicing the small universe" has become a common childhood anecdote written by many post-80s writers. In "Flying like a teenager", Han Han once wrote the plot of tying wood to his shoulder with a rubber band and pretending to be a "holy garment".

Knights of the Zodiac: Saint Seiya

　

Looking back, the introduction of Japanese animation to mainland TV channels may be related to Japan’s aid to China at that time.

In the 1970s, the normalization of diplomatic relations between China and Japan began. In 1978, China officially started the process of reform and opening up. In the same year, Deng Xiaoping, then Vice Premier of the State Council, visited Japan and concluded the Sino-Japanese Treaty of Peace and Friendship. The following year, he began to provide ODA (official development assistance) projects to China. With the relaxation of Sino-Japanese diplomatic relations and the strengthening of cooperation, it is logical to introduce Japanese animation.

　

At the same time, at that time, Hong Kong and Taiwan had close communication with Japan, and introduced many animation works, including "Chaos 1/2" and "Flower Fairy", and made dubbing and subtitles in Chinese. Mainland TV stations could directly purchase and introduce Hong Kong and Taiwan versions, thus reducing the input cost of dubbing and subtitles.

　

In 2000, Uni-President Group sponsored Taiwan Television to broadcast China! In order to re-dub the film with advertisements, the name of the leading actor "Liu maosin" in the film was changed to "Little Master", and the name of the female host’s father "Ji" was derived from the brand name of Ji Dumplings. Later, the Taiwanese version was introduced to the mainland, and the childhood memory of mainland audiences left the translated name of "Little Master" with advertising color.

China’s Little Master　

However, many viewers’ childhood memories came to an abrupt end in the early 20th century.

　

According to the Notice of the State Administration of Radio, Film and Television on Further Standardizing the Broadcasting Management of TV Cartoons, starting from January 1, 2006, TV stations at all levels in China are not allowed to broadcast overseas cartoons or information programs introducing overseas cartoons during the period of 17:00-20:00, and at the same time, major animation channels are required to broadcast only domestic cartoons and domestic animation columns during this period.

　

The introduction of the broadcast restriction order is on the one hand due toMismatch between domestic TV channels and main audiences of Japanese animation.

In the domestic traditional concept, "cartoon" is a literary work for children, and the main audience of TV animation channel is mostly children under the age of 10, while the main audience of most Japanese cartoons is teenagers in junior and senior high schools. The serial comic magazine Weekly Youth JUMP, which has the highest circulation in Japan, is positioned as a juvenile comic magazine, and many of its contents are considered by parents to contain negative factors such as violence and blood, and often receive complaints and feedback.

　

On the other hand, the original intention of restricting overseas cartoons is to protect the domestic animation industry.

In 2010, Jin Delong, then deputy editor-in-chief of the State Administration of Radio, Film and Television and director of the Propaganda and Management Department, said at the Suzhou Film and Television Animation Creative Investment Conference that he opposed the large-scale introduction of foreign cartoons, because the large-scale introduction of foreign cartoons would hit China’s animation industry hard. At that time, the support policies for the domestic animation industry and the strict control over the introduction of foreign cartoons achieved remarkable results.

　

The "second dimension" of change

　

In those days when Japanese animation was not seen on TV, the state began to give policy support to the domestic animation industry.

　

In 2006, the Ministry of Culture, the Ministry of Finance and the Ministry of Education issued "Several Opinions on Promoting the Development of China’s Animation Industry", proposing to increase investment and financing support, and encouraging animation publishing and broadcasting institutions to increase the proportion of publishing, publishing and broadcasting domestic animation products, which was approved by the State Council.

In 2008, the Notice of the Ministry of Finance and the State Administration of Taxation on Tax Policy Issues Concerning Supporting the Development of Animation Industry was issued, proposing to give preferential treatment to recognized animation enterprises in terms of value-added tax, business tax and income tax. In 2012, the Ministry of Culture even issued the "National Animation Industry Development Plan during the Twelfth Five-Year Plan" to continuously promote the development of the domestic animation industry.

　

The results of support are obvious, and the market scale of domestic animation industry has increased in more than ten years.

According to the National Animation Industry Development Plan during the Twelfth Five-Year Plan, the domestic animation industry will reach 47.084 billion yuan in 2010 from less than 10 billion yuan at the end of the Tenth Five-Year Plan, with an average annual growth rate of more than 30%. Jin Delong also said that from 1993 to 2003, the domestic original animation production was only 46,000 minutes, and by 2009, this number had increased to 171,600 minutes.

　

The Return of the Great Sage has exceeded 900 million at the box office, and excellent domestic animation works such as Fox Demon Little Matchmaker and Under One Man have appeared one after another, all of which have provided "confidence" for domestic animation, and the younger generation of Z-generation audiences have more choices than Japanese animation.According to the research report of iResearch, the total output value of China animation industry reached 194.1 billion yuan in 2019, and the number of online animation users reached 400 million.

Fox demon little matchmaker

　

At the same time, with the growth of post-90s and post-00s groups and the development of barrage websites with ACG sub-culture, excellent animation works have stepped out of the original circle, and the mainstream audience’s cognitive impression of "two elements" has changed. ACG, a circle culture, is gradually moving towards the mainstream public with the growth of the main audience. Recently, the popular Japanese animation "The Mantra Comes Back to War", the popular character Wuwu’s birthday can also be searched in Weibo.

　

The appearance of excellent works by Guo Man and the public’s decontamination and naming of "second dimension" and "cartoon" provide a prerequisite for Japanese animation to return to mainstream TV channels.

　

The Work Cell, which landed on the film channel this time, is itself a high-quality animation work with the nature of entertaining and popular science. It was praised by People’s Daily and won the "Best Animation Script Award" in the Magnolia Award of the 25th Shanghai TV Festival in 2019.

And choose this time to broadcast by the film channel, perhaps considering to cater to COVID-19’s anti-epidemic environment. The official blog of the film channel wrote when releasing the poster of "Working Cell": "I hope that both big friends and children can deepen their understanding of themselves and enhance their awareness and ability of self-protection during the epidemic."

Working cell

Then, does the broadcast of "Work Cell" mean that CCTV’s restrictions on the Japanese diffuse have been lifted?

Some netizens think that broadcasting itself can’t represent the attitude of CCTV, because the movie channel with the name of "Six Princes" is actually not directly affiliated to CCTV. Before that, the theatrical version of One Piece, Naruto and Spirited Away and other Miyazaki Hayao animated films were broadcast, and in January 2019, it was specially designed to introduce Fate/Stay Night’s Feet to domestic cinemas.

　

However, in recent years, the mainstream TV media represented by CCTV are changing their "image" to fit the aesthetic trend of young people. In the previous article "Consa Juni", CCTV Men’s Team in Business, it was mentioned that the popularity of this "CCTV Hosting Men’s Team" was an attempt by CCTV to open a new dialogue with young audiences.

Last year, Zhu Guangquan and others walked into the live broadcast room with goods, and Wang Bingbing became an internet celebrity sought after on social media platforms. The initial stage of the whole crew of "Youth with You 3" was set at the CCTV New Year’s Eve party, and CCTV’s "youthfulness" seemed to be further accelerated.

　

The appearance of "Working Cell" on TV may also be an opportunity to further "open up".

　

　　Guangming Daily reporter Wang Dong

　　When the fans were still immersed in the discussion that Saudi Arabia beat Argentina, the favourite to win the championship, the Japanese team took the lead and beat Germany, another powerful team, 2-1.

　　The same score is 2-1, and the same is a reversal victory. The victories of Saudi Arabia and Japan not only make the qualifying situation of their groups different, but also make the world feel the rise of Asian football.

　　Speaking of the development of the Japanese team, we can’t help but mention an anime work more than 40 years ago: "Football Young".

　　In 1981, Soccer Kid made many Japanese children turn their interest from baseball to football. In 1993, the Japanese professional football league started, which also marked the change of Japanese football from specialization to professionalism, and most of the players were the children who changed from baseball field to football field under the influence of Soccer Young. It was also in this year’s World Cup qualifiers that Japan lost the ball at the last minute and was blocked from the World Cup finals.

　　In 1997, Japan defeated Iran 3-2 at the last minute and qualified for the first time from the Asian regional qualifiers. In the 2002 World Cup in Korea and Japan, the host Japanese team qualified from the group for the first time and reached the top 16 of the World Cup. In the next 20 years, Japan never missed the World Cup finals. What supports the Japanese team to become a frequent visitor to the World Cup is the increasingly strong football atmosphere in Japan and the substantial increase in the domestic football population.

　　How many football people are there in Japan? In 2005, the Japanese Football Association issued the "2050 Manifesto", saying that by 2050, they will win the World Cup and have a football population of more than 10 million. Only five years later, the Japanese Football Association revealed that their football population had reached 4.8 million.

　　In addition to the increase in the football population, in recent years, more young players have gone abroad to join overseas high-level professional football clubs: in the 2010 World Cup in South Africa, 14 of the Japanese team played overseas; 2018 fifa world cup, a total of 18 people in their squad play for European football clubs; This year, 20 players have played for European clubs.

　　Over the years, Japanese football has cultivated a number of players who have traveled to Europe through unremitting efforts, and accumulated experience in fighting against strong teams and high-intensity confrontation skills.

　　In the last World Cup, Japan, which qualified from the group for the third time and entered the knockout stage, met Belgium, the favorite team to win the championship in the eighth final. They once led by two goals and entered the quarterfinals with one foot, but they were finally reversed by the "European Red Devils" with three goals.

　　This time, the Japanese team that participated in FIFA World Cup Qatar 2022 has a stronger lineup in Europe, and their style of play is very advanced. From the match with Germany, we can see that today’s Japanese team is becoming more mature and sophisticated.

　　The victories of Saudi Arabia and Japan are tantamount to a shot in the arm for the weak Asian football as a whole. However, unlike Saudi Arabia’s defeat of Argentina, which is generally regarded as a "shocking surprise", the Japanese team has long regarded defeating Germany and other world powers as the goal before the game, and even threatened to complete a big victory. This is by no means an individual’s imagination, but a reflection of their strength in becoming a football power.

　　40 years ago, in "Young Soccer Players", there was also a scene in which Japan and West Germany confronted each other. In that cartoon, the Japanese team led by Tsubasa Oozora finally defeated the West Germany team led by Schneider. Today, Schneider’s prototype, rummenigge, is only 67 years old, and the story that was regarded as a myth by fans in the past has been turned into reality by the Japanese team.

Author | Fried Hawthorn with Sugar

At 9: 00 pm on the 21st, the number of Tik Tok fans in Liu Genghong successfully exceeded 30 million. Last night, he just released Tik Tok with 20 million fans. Today, all day, Tik Tok, Weibo and other platforms, he even swept the topic list, "Liu Genghong girl" swept the Internet.

This is the fifth day that Xiao Zhou became a "Liu Genghong girl". She believes that "if you don’t lose weight in April, you will be sad in June", and this year, Liu Genghong successfully defeated Yoga, Zumba and keep.

Liu Genghong was a surprise she got in the little red book. "People keep saying that his live weight loss exercise has a good effect," so she tried it. She feels that following Liu Genghong to exercise is interesting, interactive and has a good atmosphere, and time passes quickly. But she is also uneasy, because she doesn’t seem to have the so-called "Liu Genghong girl’s walking posture with the same paragraph", and the crux given by network diagnosis is "nonstandard movements".

This is also the trouble of Paw Paw who just joined the fitness army in Liu Genghong yesterday. I felt very tired at that time, but when I woke up, there was no such thing as "the arm hurts the most", and the incorrect posture became her guess.

Today, # Liu Genghong Burn Fat and Don’t Practice Disorderly # topped the list of topics in Weibo, and the reading volume quickly exceeded 600 million. However, in Xiao Zhou’s view, this is obviously the intentional guidance of the "jealous".There are both red and black, and it is indisputable that Liu Genghong is on fire.

The Liu Genghong effect is rapidly becoming popular in the form of "human-to-human transmission". Last night, the live broadcast in Liu Genghong received a total of 200 million likes, and the number of fans in Tik Tok exceeded 20 million. However, some media reported that his business cooperation offer was "one number a day", and even Zhang Chi (a pseudonym), a business person of the head advertising company, revealed that there are brands that want to be exposed in a 60-second short video in Liu Genghong, and the price is 500,000 yuan.

The market has been speculating about his next stop after he became popular. But this afternoon, Worry-Free Media and Liu Genghong Studio issued a statement.It means that "I want to focus on providing more high-quality live content for fans and friends at present", and I hope that all brand friends will be Hai Han.

With so many fitness instructors, why did Liu Genghong explode overnight? Will "Liu Genghong Girl" still pay for the live broadcast with goods? Can his popularity boost the wave of fitness live broadcast? We also talked with six "Liu Genghong girls" about these issues.

Liu Genghong girl, what are you addicted to?

　

Liu Genghong’s popularity, when it’s the right time, the right place and the right people.

At school, Xiao Zhou was a veteran fan of Jay Chou. Like most people, she knew Liu Genghong and was also a "friend of Jay Chou". Later, in "Where is Dad Going in the Fifth Season", the interaction between him and his daughter Xiao Pufu made Xiao Zhou feel that "his education method is quite good"; Later, she saw him in all kinds of short videos of visiting restaurants.

This is a comprehensive understanding of Liu Genghong’s previous experience. Among the "Liu Genghong girls" who communicate with the entertainment unicorn,"Where is Dad Going?" is the highest frequency word.Of course, there is also his album Rainbow Paradise released in 2006.

But everyone will emphasize one thing without exception:I didn’t pay much attention before.

At the end of last year, Liu Genghong signed a contract with Worry-Free Media and began to bring goods to couples, but the effect was not satisfactory. In February of this year, he took his family to start a live fitness broadcast, but the most famous events were three banned events: armpit hair, chest muscles and medical health. It is also at this time that there is a famous scene of wearing down jackets for fitness that countless people talk about.

However, with so many live fitness broadcasts, why can Liu Genghong explode overnight? What are the commonalities behind the market’s frequent juxtaposition of him and Li Jiaqi? The answers given by girls in Liu Genghong are not exactly the same.

Xiao Zhou likes the atmosphere in the live broadcast room in Liu Genghong, and the interaction between him and his wife makes her feel very interesting.-On the social platform, there are also many people who see the shadow of their exercise in their wives, and she thinks that the reason why Liu Genghong and Li Jiaqi are above all lies in "sincerity"; Claw claw thinks that "this kind of overhead is actually the companion attribute of live broadcast", and to some extent, fitness needs this kind of companionship and "taking you to practice".

Xiaomin has just joined the fitness army, and she enjoys the "fitness adventure" of moving with millions of people at the same time and being able to beat you in the ear at all times like a fitness instructor."Enthusiasm, no sense of distance, mobilizing a person’s desire to buy or exercise cells are all commendable, but in real life, we often lack such friends."

The accumulated national popularity, the dramatic experience of live broadcast, the sweet interaction with his wife, his specialty in fitness, his trivial thoughts in live broadcast, his enthusiasm and sincerity are all extra points.

But this is a process of making heroes in the current situation.

As Xiao Zhou said, the fitness program that can be fragmented after work because of the epidemic was forced to run aground is also the epitome of many "Liu Genghong girls". But in the communication of entertainment unicorns,Many friends who live at home in Shanghai have no intention to join this wave, so it is more urgent to obtain living materials and be able to eat and drink enough.

One notable feature is that the seemingly huge lineup of "Liu Genghong Girls",In fact, most people are still in their infancy.Whether it can persist and the freshness that the anchor can bring have become new considerations. This also means that how long this wave will last will still be a question mark.

The answers given by these Liu Genghong girls who are entertaining unicorn conversations are not optimistic. Xiao Min said, "I don’t like to repeat the same exercise every day"; Xiao Zhou has a clear fitness goal, which is to lose weight and tighten. He also bluntly says that he will keep exercising in the future, but he may not always follow Liu Genghong to practice.

"only jump exercises without goods",

How to realize the road?

　

According to the report of China Entrepreneur, on April 19th, the live broadcast in Liu Genghong gained 2.4 million sound waves, equivalent to 240,000 yuan, almost 10 times that of ten days ago. Personal income soared at the same time, from the brand owner to the huge fan base, are also watching his next stop:Commercial realization.

Liu Genghong joined hands with Worry-Free Media to bring goods for live broadcast at first, but the cumulative result of 9 live broadcasts was 6 million, which was not conspicuous.Will Liu Genghong, who comes from the husband and wife bringing goods, break through in the opposite direction, that is, find the right track and then feed back the goods?

In the media reports, his team once stated: "Now it is temporarily impossible to carry out live broadcast with goods due to the epidemic situation, and the live broadcast content should be adjusted according to the epidemic situation." In other words, the possibility of live broadcast with goods is not completely rejected, but more people still remember Liu Genghong’s slogan of "just jumping without goods".

If Liu Genghong carries out live broadcast with goods, will you go to the top or reject it? Entertainment Unicorn also asked several girls in Liu Genghong about this question, and their answers were actually quite optimistic: most people accepted it. "I can accept the behavior of carrying goods with low frequency" and "acceptable, but whether I will buy or not depends mainly on the products. I rarely buy things on Tik Tok" …

When Xiao Zhou joined the army of "Liu Genghong Girls", he thought about this question. "Although it is online celebrity’s consistent path to cultivate fans and then bring goods,However, he said that the original intention was to make everyone exercise and be healthy. If the live broadcast brings goods, many people may be disappointed, and their credibility will decline. Instead, it is better to develop other ways to realize cash.”。

Her words, perhaps really sounded the alarm for Liu Genghong in the fire. Similarly, some media pointed out that the realization does not mean that there is only one way to live broadcast with goods. Good content is the foundation of commercial realization, while the slogan without goods comes first, and it can also be realized through courses and endorsements in the future.

In addition,"Stealth goods" also became the key word in this process.Tik Tok searches for the same model of Liu Genghong, and golf caps, yoga mats, and even the same model of sneakers, homes and houses in earlier videos have all become the marketing schemes of the brand. A person’s popularity itself breeds various business opportunities.

More intuitively, there are people from all walks of life in the market, from the short video quotation of 200,000 yuan to the soaring short video of 500,000 yuan in 60 seconds. However, this afternoon, Worry-Free Media and Liu Genghong Studio issued a statement, saying that they "received the cooperation and consultation from friends of the brand, but at present, Liu Genghong and the team want to focus on providing more high-quality live content for fans and friends, and hope that you will all be honest."

This is undoubtedly a wise move. Regardless of the fact that liquidation itself is a problem,At present, the accumulation of fans in Liu Genghong is obviously still in the initial stage, but in fact, the loyalty of fans still needs to be strengthened under the upsurge, and cutting leeks in a hurry will only be counterproductive.

However, it remains to be seen how long this "no goods" can last. And it depends on how long Liu Genghong and its fitness live broadcast can be successful.

Is fitness live broadcast a false proposition?

　

Liu Genghong girl, hold the red fitness live broadcast. According to the data of Feigua, in the past week, a number of live fitness accounts on platforms such as Tik Tok, Aauto Quicker and bilibili experienced a large-scale increase. And everyone is watching,Can this wave set off by Liu Genghong really boost the rise of fitness live broadcast?

Fitness is not a new position for short videos. According to media reports, as of December 2021, the number of sports and fitness creators with over 10,000 fans exceeded 60,000; In 2021, the number of sports fitness videos in Tik Tok increased by 134% and the number of creators increased by 39%.

This is not difficult to understand. During the two years of repeated epidemics, fitness institutions and coaches opened up online positions early, which is also the tacit understanding of the industry; With the help of short videos, the fitness content from Pamela, Zumba to shuttlecock exercises, the tuyere is fast and fleeting; Mature fitness anchors have also successfully brought goods in it, such as "Cat Ning’s Counter-attack" with a haircut, which is 4 live broadcasts with GMV of 9.56 million …

As for the live fitness broadcast, according to the self-reports of several "Liu Genghong girls", before that, due to the epidemic, everyone had more or less the experience of online fitness, and in 2020, Xiao Zhou followed anchor online celebrity for a period of fitness because of home isolation. However, following the live fitness exercise is a first-time experience.

In their descriptions, one of the commonalities of fitness live broadcast is:Compared with the traditional online teaching, the live broadcast has stronger companionship, enthusiasm and appeal, and it is easier for people to immerse themselves in it."But he told me to insist" has become the feeling of many girls in Liu Genghong. Not all fitness bloggers are suitable for live teaching, and the explosion of fire in Liu Genghong is not reproducible in large quantities.

From the into the pit process of "Liu Genghong Girl", it is very important to tilt the flow of the platform and the operation of MCN. The full coverage of Tik Tok’s traffic and the strong grass planting in Xiaohongshu have become an important way for Xiaozhou to join the Liu Genghong fitness live broadcast; Then, with the participation of all kinds of big V’s, the "CP for killing people for money" and various hot search topics formed with Li Jiaqi also quickly boosted Liu Genghong’s going out of the circle, among which the handwriting of 51-Worry Media is indispensable.

"Cloud Fitness" is a catchable outlet, but Liu Genghong’s going out of the circle itself is a superposition of multiple factors. Compared with blindly talking about the slogan, what deserves more attention is actually the versatility under the current wave of "cloud fitness": Xiao Zhou affirmed the convenience and free of charge of cloud fitness, but he was also anxious."Many people don’t understand the point of force, and if they can’t do one-on-one guidance, they will easily use the wrong force, fail to achieve the effect, and even backfire."

Xiao Min also agrees with this. The fitness content on the market is all the rage, and there are not a few anchors under the banner of "X days are thin and X pounds", even to attract attention and let obese people jump, but "most people are actually not suitable for strenuous running and jumping.Not everyone is suitable for Liu Genghong’s shuttlecock exercise, but we should learn more popular science and not gain eyeballs for traffic.”。 Paw Paw expressed concern in the house collapse crisis of online celebrity, the star of these two years.

The overnight fire in Liu Genghong has revived the wave of fitness live broadcast. After the short-term powder-up effect and follow-up effect, it is not just Liu Genghong. How to realize reasonable commercial realization and how to make the public "move" more healthily and reasonably are the problems that all practitioners, MCN institutions and platforms behind them have to face.