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　　Guangzhou Daily News (all-media reporter Wen Jing) The holiday in Tomb-Sweeping Day has arrived, and the weather is getting warmer. Whether hiking, camping or long-distance travel around the city is getting hotter and hotter. However, it should be noted that there are hidden dangers in some minority scenic spots and undeveloped areas that have been "planted with grass" on social platforms. On April 3, all-media reporters learned that some social media platforms are cracking down on users sharing content such as "improper play strategy" and "promotion of’ dangerous attractions’". Among them, "Little Red Book" extensively linked community users to form a joint effort of governance, and launched the "risk location" reporting line at the end of January this year. In the past two months, more than 48,000 reports have been received from users. After verification, the platform excavated 112 new risk locations and disposed of more than 350,000 "bad notes".

　　In addition, another social media giant, Tik Tok, also issued a "safety tip" to remind users not to shoot or publish related content of "wild scenic spots", closed or restricted areas with potential safety hazards when they go hiking in Tomb-Sweeping Day.

　　The reporter saw in Xiaohongshu’s "Risk Location" reporting line that when users find recommended dangerous attractions and other contents in the station, they can click on the top of the notes to enter the "Reporting" entrance and select "Risk Location", and the platform will quickly dispose of it after verification. Up to now, Xiaohongshu has put safety tips on more than 520,000 notes of risky locations.

　　In March of this year, Xiaohongshu also publicized a number of "dangerous places" on foot in the station. "With the popularity of hiking, more and more outdoor enthusiasts are seeking new adventures. However, many places not only have extremely high natural protection value, but also complex terrain and weather conditions bring great risks to hiking exploration. We strongly urge everyone to avoid entering high-risk areas. " The relevant person in charge of the governance of Xiaohongshu platform said, "In the process of investigating risk locations, there are actually situations in which screening is difficult and the number is difficult to exhaust. Therefore, we also hope to unite user power as an important supplementary means to tap risks."

　　For different contents, Xiaohongshu has adopted refined management to fully protect the enthusiasm of creators while ensuring safety. The relevant person in charge said that the platform will "play all the games" for the content that is explicitly prohibited by law and the forbidden place of official licensing; At the same time, "it will also fully verify the requirements of the place of play, whether it is forbidden to enter the whole area or controlled by limited conditions, so as to manage it more accurately."

　　In addition, the platform has also carried out governance for the improper strategies of "evading tickets", "avoiding security inspection", "copying trails" and "privately digging vegetation". The above-mentioned person in charge suggested that "travel chaos such as ticket evasion has a long history. In order to let users see safer travel strategies, the platform is willing to work with all sectors of society to resist improper strategies and form a joint effort of governance." The relevant person in charge of the platform said.

After the listing of Xiaomi SU7, Xiaomi Automobile Factory began to enter a busy production rhythm.

A few days ago, the reporter of national business daily walked into the Xiaomi Automobile Production Park in Beijing Economic Development Zone, and the rows of millet SU7 parked neatly in the square were visible.

"This is just a part of the new car to be delivered, and there are still many parked in the factory." On April 2nd, a staff member of Xiaomi Automobile Factory said in an interview with national business daily that every day, a new SU7 car was transported to all parts of the country by a sedan chair to prepare for the official delivery on April 3rd.

On the morning of April 3, the first delivery ceremony of Xiaomi SU7 was held in the assembly workshop of Xiaomi Automobile Factory, and the first delivery was started simultaneously in the delivery centers of 28 cities nationwide. "Starting today, Xiaomi officially became a car factory. Should everyone call me Director Lei? " On the same day, Lei Jun, chairman of Xiaomi Group, wrote in his personal Weibo that.

According to official data, Xiaomi SU7 has been on sale for five days, with 100,000 users (5,000 yuan) and more than 40,000 orders locked. "Now, the delivery cycle of Xiaomi SU7 standard and Pro models is about 20 weeks, but the delivery cycle of Max high-end models is expected to be two weeks longer than the other two versions." The sales staff of Xiaomi Auto Super Factory Store told reporters.

A supplier who visited Xiaomi Automobile Factory on the same day told reporters that his company recently received an email from Xiaomi Automobile requesting to increase the production capacity of accessories. "Xiaomi Automobile has raised the original planned monthly production of about 7,000 vehicles to about 12,000 vehicles." However, the above-mentioned Xiaomi automobile suppliers admit that although all suppliers can supply the accessories needed by Xiaomi automobile, its own production capacity is still difficult to achieve (this goal) in a short time.

The delivery of new cars can take up to 8 months, and the annual production capacity demand has increased to 120,000 units?

"I am particularly worried that when it comes to fire, everyone will not buy it. What is even more worrying is that if everyone comes to buy it, it will take a year or two, and it will definitely be miserable. " Before the listing of Xiaomi SU7, Lei Jun expressed his concern about the delivery rhythm of new cars when interviewed by CCTV news.

When the reporter actually visited an offline store of Xiaomi Automobile in Beijing, he found that at present, the store is "crowded" and the sales in the store are overwhelmed. Correspondingly, the order volume of Xiaomi Automobile keeps rising. According to the information released by Xiaomi, the order volume of Xiaomi SU7 broke 10,000 vehicles in 4 minutes, 20,000 vehicles in 7 minutes, 50,000 vehicles in 27 minutes and 88,898 vehicles in 24 hours.

On April 3, the reporter checked Xiaomi Auto APP and found that the delivery cycle of Xiaomi SU7 standard version after locking the order is expected to be 21 weeks to 24 weeks (5 to 6 months); The delivery cycle of Pro version is expected to be 20~23 weeks after locking the order; The delivery cycle after the Max version is locked is 29~32 weeks (7.5~8 months).

According to the plan, Xiaomi SU7 Standard Edition and Max Edition are expected to start delivery from the end of April, and Pro Edition is expected to start delivery from the end of May. "(We) are making every effort to increase production capacity and speed up delivery." Xiaomi Automobile said.

When the reporter visited, he found that at present, Xiaomi Automobile Factory is still advancing according to the single-shift production system and has not worked overtime. "After communicating with the person in charge of Xiaomi Automobile Factory, I learned that the existing daily production capacity of Xiaomi Automobile Factory is less than 300." The above-mentioned Xiaomi automobile supplier revealed to reporters.

A worker of Xiaomi Automobile Factory told reporters that Xiaomi Automobile Factory is expected to produce about 240 cars every day. "The factory is still in normal production scheduling, and there is no special requirement. We generally don’t work overtime." The above-mentioned Xiaomi automobile factory workers said.

The above-mentioned Xiaomi automobile supplier also said that a few days ago, Xiaomi automobile issued a demand to suppliers to increase production capacity. He went to Xiaomi automobile factory this time to do production capacity evaluation. "After understanding, I found that even if our suppliers can provide accessories, it is difficult for Xiaomi Automobile Factory to achieve rapid increase in production capacity in a short time." The above Xiaomi automobile supplier said.

According to several suppliers of Xiaomi Automobile, Xiaomi Automobile has increased its annual production capacity demand to 120,000 units in 2024. In this regard, the reporter verified the Xiaomi Group, but as of press time, no response was received.

Borrow qualification+build your own factory?

According to the plan, Xiaomi Automobile plans to build a vehicle manufacturing plant in Beijing Economic Development Zone in two phases, of which the first phase covers an area of about 720,000 square meters and has an annual production capacity of 150,000 vehicles, which will be completed in June 2023; The second phase is scheduled to start in 2024 and be completed in 2025.

"The factory has built six core workshops-stamping workshop, body workshop, painting workshop, assembly workshop, die casting workshop and battery workshop. In the case of full production, Xiaomi Automobile Factory has a millet SU7 off the assembly line every 76 seconds. " Lei Jun said.

During the visit, the reporter found that the second phase construction of Fangxindian Village and Xiaozhang wan Village in Yizhuang New Town has not been officially launched. At present, some areas have been demolished, but the work of vacating Fangxindian Village has not been officially started.

"Now the house in the village can still be rented out, but I don’t know when I can live, maybe one month or two months. There is no specific time to vacate." A number of residents entering and leaving the village told reporters.

It is worth noting that it is reported that the production qualification and factory of Xiaomi Automobile do not belong to Xiaomi Automobile. In this regard, the reporter verified the Xiaomi Group, and the other party only replied: "At present, these issues are not convenient to disclose, and the official disclosure information will prevail."

According to public information, if you want to build a car, car companies must not only obtain the qualification of a new pure electric passenger car production project approved by the National Development and Reform Commission, but also obtain the qualification of a new vehicle production enterprise approved by the Ministry of Industry and Information Technology, that is, "double qualification".

Last November, Reuters reported that in August, 2023, Xiaomi Automobile had been approved by the National Development and Reform Commission to produce electric vehicles. However, the news was not officially confirmed by Xiaomi Group.

On November 15th last year, Xiaomi brand pure electric car appeared in the 377th batch of Announcement of Road Motor Vehicle Manufacturers and Products issued by the Ministry of Industry and Information Technology. According to the information of the Ministry of Industry and Information Technology, the reporting enterprise of Xiaomi Automobile this time is Beijing Automobile Group Off-road Vehicle Co., Ltd. (hereinafter referred to as Beijing Off-road), and the tail label of the product also has the words "Beijing Xiaomi". However, the application materials show that the production address is "No.21 Courtyard, Huanjing Road, Beijing Economic and Technological Development Zone", which is the current address of Xiaomi Automobile Production Base.

Yang Weibin, an expert on new energy vehicles and power batteries, said in an interview that from the information released by the Ministry of Industry and Information Technology, Xiaomi Automobile either adopted the cooperation mode of Jianghuai and Weilai, first borrowed the qualification, and then applied for independent qualification after reaching a certain amount (referring to the scale). However, Xiaomi has not confirmed this news.

Recently, I often see people asking on the Internet, Tik Tok is so popular, so which online celebrity has the most fans? As a result, Xiaobian searched the Internet, and there were different opinions. As a list maker, he must be realistic. So, he launched the list of the top ten big households in online celebrity, Tik Tok through the network Tik Tok data.

1. People’s Daily fans: 9492W

2. CCTV news fans: 8631W W.

3. Michael Chen fans: 6892

4. Dear- Dilraba

5, high fire

6. Liu Erdou who can talk

7. A small group OvO

8. Guo Congming

One is from the auxiliary temple.

Smart Car Reference | WeChat official account AI4Auto

Just now, the official announcement of Xiaomi Automobile was finalized:

A technical conference was held on December 28, and Lei Jun emphasized that,Send-only technology.

News instantly rushed to the hot search:

Just a few days ago, Xiaomi Automobile also carried out"Technology giant, eco-car"The preheating, but unexpectedly attracted extremely kryptonian executives to open a group to ridicule.

The car has not been sent yet, and the frame has been noisy. The heat of Xiaomi car and the strength of giving it to friends can be seen.

After Tesla, another catfish is really coming!

Xiaomi Automobile: A technical conference will be held on December 28th.

Just now, Xiaomi Automobile officially announced on major platforms that it will hold a technical conference at 2 pm on December 28. Lei Jun immediately said:

This time, only technology will be distributed, not products.

Some bloggers speculate that many hardware parameters should be announced at the technical conference.

The location was not specified in the announcement, but considering that the time coincides with the "Millet Annual Science and Technology Feast", it is speculated that it should be Beijing.

From March 30, 2021, it was the spring conference of Xiaomi, and Xiaomi announced the official announcement to start building cars, which is just right today.1000 days.

This will be the most important press conference about Xiaomi Automobile in 1000 days.

In fact, the official account for the announcement was only opened on major platforms last night. On the Weibo platform, Lei Jun and Lu Weibing personally "drained" and sent Weibo @ Xiaomi Auto.

Lu Weibing also added, "Continue to work overtime tonight", so we saw the announcement just now.

The strongest catfish of the year is really coming.

Catfish attack: the car hasn’t started yet, and the plane has started to make noise.

Not long ago, Xiaomi Automobile carried out the pre-heating of "technology factory, eco-car". When this Slogan came out, it caused a hot discussion and debate for a while, and there were extremely embarrassing executives who couldn’t sit still and started a group.

Zhao Chunlin, vice president of Krypton, gave an example of an "ecological scene". Later, Weibo was deleted and a one-button protection mode was started:

Zhu Ling, vice president of Krypton, and Guan Haitao, CMO (chief marketing officer) also participated in the delegation. One of them took out Apple and Amazon to demonstrate the concept of "eco-car making":

Guan Haitao, a polar CMO who took office soon, then left a message in the comment area and mentioned a failure case that everyone is familiar with:

There’s nothing to hate about starting a group diss before the car leaves.

New enemies and old grievances.

On the first day of Xiaomi Automobile Technology Conference, December 27th happened to be the release time of Krypton 007.

It’s hard to say it’s a coincidence, because Krypton 007 was originally planned to be released in early January, but later it was advanced, just in time for the first day of Xiaomi Automobile Technology Conference.

Briefly introduce Krypton 007 and Xiaomi SU7:

Extreme krypton 007 pre-sale224,900 yuanStarting and wheelbase2928mmThe car is over 4.8 meters long.car, maximum endurance under CLTC condition870km, full stack800VHigh voltage architecture.

Xiaomi SU7, with a 3-meter wheelbase, the duty-free catalogue shows that there are models with a battery life of800km, will be equipped with 800V high-voltage platform.

Therefore, the positioning of the two cars belongs to the same C-class sedan, and the battery life is close. Both of them have 800V platforms, and each has its own advantages. It is a "new enemy".

There is still old hatred in the "new hatred"-

Guan Haitao, CMO, was the CMO of Glory China District before. In September this year, he left Glory to join Extreme Krypton.

In the era of smart phones, Xiaomi and Glory have been playing as close as a bee, taking the cost-effective route together, and the executives of both sides don’t know how many rounds they have bombarded on social platforms.

Especially after the car was started, Xiaomi also poached Hu Zhengnan, a senior executive of Geely and former president of Geely Research Institute, who is now an investment partner of Shunwei Capital founded by Lei Jun. Weibo’s whereabouts often coincide with the latest news of Xiaomi Automobile.

Even a bowl of jiaozi sent in the winter solstice a few days ago triggered a brain hole among netizens and guessed the price of Xiaomi SU7:

However, after the official announcement of Xiaomi Automobile, more netizens still ran to the "Zhengzhu" to urge them to make more progress. Xiaomi Automobile is getting closer and closer, and Redmi Automobile should also arrange it:

There are also bloggers who hope that Lei can always keep his original heart:

Still isShui clothing executives, is still19.99.

It is best to get a full refund after ten years like Xiaomi 1.

One More Thing

People who meet will meet again..

Just now, Huawei’s terminal issued an announcement, which started blind subscription at the autumn conference, and the M9 official announcement file of the "year-end great contribution" that has been preheated for a long time will be released at 2: 30 pm tomorrow on December 26th.

In the fiery smart car battlefield, Huawei and Xiaomi met again.

— finish —

The countdown to the 2023 smart car selection!

As a content platform that pays attention to the automobile industry from the intelligent dimension, and as the most influential community in the field of smart cars, Smart Car Reference provides references and footnotes for practitioners and readers by annual inventory and selection.

The deadline for this selection is:January 26, 2024

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—?finish?—

【Smart car reference】 Original content, without the authorization of the account, it is forbidden to reprint it at will.

Click herePay attention to me, remember the star, what ~

Xingyue L is really good. The official has always stressed that it is a compact SUV, but its wheelbase has reached 2845mm, which is a proper medium-sized SUV.

This positioning can be said that it wants to reduce the dimension and hit the joint venture compact SUV, such as CR-V, which won the top spot in SUV sales in April, or Qijun, which is going downhill. From another angle, is Xingyue L forced to lower its positioning in order to avoid direct competition with UNI-K and Mocha, which are currently in the limelight?

If it is a medium-sized SUV, then the pre-sale price of Xingyue L 148,000-188,000 yuan is really attractive.When it was officially listed, the price was mostly 145,800.(Shanghai Auto Show Eggs Guess), but if it is a compact SUV according to the official statement, then the price is probably too confident.

Whether it is medium-sized or compact depends not only on the wheelbase parameters, but on the actual ride performance. Many media always mention CMA architecture when describing Xingyue L, as if this is the best automobile production architecture in the world. It is true that this architecture has many advantages, but all along, no matter whether it is Xingrui, Xingyue or now Xingyue L, as long as the cars from CMA architecture have a minor problem-Space utilization is too low..

Perhaps this is the fact that we want to cover up in the name of "subversive". Now consumers will learn to look at the parameters and learn to use the comparison function. If we only look at the body parameters, the Xingyue L can be described as invincible in the compact SUV.

As the leading and participating basic core module architecture, CMA architecture can undertake the research and development and production of medium-sized cars, but in fact, the products of this platform are mostly between medium-sized and compact models. So we see that the models from CMA architecture are often as fierce as tigers before they go on the market, and when they see the sales volume …

The sales volume of Xingrui, also known as "subversive", can’t make a greater breakthrough in the position of around 10,000 units. As for Xingyue, it has long been forgotten; At present, the sales volume of 05, which comes from CMA and has high hopes, is about 2,000 units, and 01 fluctuates between 3,000 and 4,000 units. On the contrary, 06, which is not based on CMA, has gradually become the brand sales champion.Although the sales volume does not reflect the strength, it can reflect the degree to which products are accepted by the market.

Chinese people’s demand for space exceeds other factors. At present, I only briefly looked at the Star Yue L at the auto show, but several other cars of CMA have been evaluated. The main problem is that the head space is too depressed due to the uplift of the cockpit floor.Both front and rear rows, only 01 with the highest height performed slightly better, and this problem still exists on Xingyue L..

In fact, from the CMA architecture, we can understand why the space will be small.The space inside the car gives way to the stress zone of the car body, which can play a better protection role in the event of collision.. Therefore, it’s not nonsense that Xingyue L is called a version. The overall structure and details are very similar to XC60, and the safety level should not be bad. In this way, it is quite cost-effective to spend less than 200 thousand to buy a Taiwan.

Aside from the problem of space, in fact, Xingyue L is still very capable of playing.Especially in the application of interior design and intelligent car machine, the temptation is not small.

The most attractive thing about the new car is not the central control panel.It is the color matching of the interior of Xingyue L.The double-color design has the feeling of a luxury brand. The combination of the two colors can give the interior a distinct feeling, coupled with the grade of materials, which also gives the car Xingyue L a visual sense of advanced.

Although there is suspicion of drawing lessons from peace,But I have to say that this set of interior design of Xingyue L is much more careful than copying XC60 in appearance.. At the same time, the penetrating multimedia screen on the center console is also very eye-catching, extending from the center console to the co-pilot position. I have tried UNI-K before, thinking that it is the pinnacle of domestic interior design. I didn’t know that I was a little hasty until I saw Xingyue L.

It is enough to get started in configuration.Low-profile models have practical configurations such as transparent chassis and electric tailgate.And then raising the price will add more comfort equipment in turn. From this point of view, L also used his heart to do market research. Combined with its excellent mechanical quality, the comprehensive strength of Xingyue L is really strong.

Write it at the end

The Xingyue L must be a car designed to take the volume, otherwise it wouldn’t have been warmed up for so long, and from the past half-covered and half-ashamed to the present, I just use the engine. If you don’t believe me, just open the hood. Endorsement by motivation is more useful than saying anything.

The engine used did bring a lot of attention, but the three versions on sale are all 7DCT gearboxes, which is probably an important reason for the polarization of public opinion after the announcement of the pre-sale price of Xingyue L. In fact, I don’t have much opinion on dual clutch, but everyone has been paying attention to the power combination of 2.0T+8AT before, and the pre-sale price of this version has reached 178,800, which is really disappointing.After all, it is also 2.0T, and the price of the third generation is much more fragrant.

A pertinent evaluation of the car Xingyue L, its dimension reduction blow is probably more like "Reduced the level but not the price.",the space performance between compact and medium-sized SUVs has some advantages, but at the same time the price is higher. However, Xingyue L is also attractive in configuration and design, so let’s wait for its official listing before commenting on its future performance.

　　At the "Xicha" located on the second floor of Juntai Department Store in Xidan, Beijing, people who buy and wait for tea are crowded with tea shops.

　　Our reporter Zhang Yiqi photo

　　In recent years, Jinan City, Shandong Province, based on the ancient historical and cultural resources of Quancheng, has actively preserved and restored many old buildings in the commercial port period, including Xiaoguanghan, created an "oriental painting" that perfectly combines China’s traditional culture with modern high technology, and innovated and upgraded the "online celebrity" punching place, Kuanli Qilu Food Club, forming a unique architectural style, time-honored brand and commercial culture of Quancheng Jinan.

　　The picture shows an old shop owner soliciting customers in front of Qilu Food Fair in Kuanli, Jinan.

　　Photo by Yu Fangping (People’s Vision)

　　On Tuesday, May 14th, at 3: 50pm, the "Happy Tea" on the 2nd floor of Juntai Department Store in Xidan, Beijing was crowded. This online celebrity tea shop, which often appears in WeChat circle of friends and Tik Tok, often has to wait in line for dozens of minutes or even hours. Even if the queue time is long, it still does not affect its super popularity. After 4 o’clock, there are more and more people queuing in this store in Xidan.

　　Online celebrity, refers to the network red man. Online celebrity stores refer to those shops with high popularity on the Internet, including restaurants, cafes, tea shops and homestays. Especially under the premise of continuous development of self-media and short videos, more and more stores have become online celebrity stores with the help of them, attracting many people to come to punch in.

　　However, becoming a online celebrity store is only a marketing tool, and attracting customers is only a primary goal. In the longer term, it is necessary to retain customers, which requires shops to work hard on products and services. Online celebrity store should have a good reputation, but more importantly, it should strictly control the quality to create a veritable online celebrity store that can stand the market test.

　　Is high face value the "last word"?

　　Observing the online celebrity stores that are popular on the Internet, we can find that they basically have one thing in common, that is, they pursue "high value". Either the store decoration style is unique, or the product packaging is unique, or the product itself is unique, but in the final analysis, it is able to attract people at the first time.

　　"Hi Tea" has made great efforts in stores and products. From shop design to tea cup packaging to milk tea itself, it has a "high value", and then through the recommendation of various road networks and the customers who have experienced it, its communication effect has doubled, attracting more and more people to try.

　　Xiaoliang works in a hospital in Langfang City, Hebei Province, and often comes to Beijing to play with family and friends. I often see the recommendation of "hi tea", so she and her friends stood in line for 50 minutes at the "hi tea" in Zhongguancun, Beijing, and finally tasted the legendary "hi tea". "I mainly want to taste how delicious it can be. Langfang doesn’t sell it. If you come to Beijing, you have to try it."

　　Xiaoliang’s evaluation of "hi tea" is average, and he thinks there is nothing unique about the taste. However, Guo Yiran, who often drinks "hi tea", thinks it tastes very good.

　　Guo Maoran works in an Internet company in Beijing, and often gets together with friends on weekends or in his spare time, so he has come into contact with many online celebrity stores, especially some online celebrity restaurants. Guo Maoran showed reporters several restaurants in online celebrity that she had been to with her mobile phone. From the pictures, these restaurants are novel in design, unique in style and superior in geographical location, all of which have high "face value".

　　Guo Maoran introduced a restaurant next to the Forbidden City. This restaurant is located in a small courtyard, with simple and elegant interior design, the Forbidden City wall outside the window and exquisite food. This restaurant is suitable for both parties and taking photos, but it is very expensive. In public comments, the per capita price of this restaurant exceeds that of 700 yuan. "But in fact, the food is not very delicious. Many customers go to take pictures. Even so, there are still many people. " Guo Yiran said.

　　But not all online celebrity stores only pursue "high value" on the facade, and some online celebrity stores will constantly improve the quality of products and services and attract customers with connotation. Others become online celebrity stores because of their connotations.

　　Kobayashi works in the headquarters of Shanghai UnionPay. He talked to reporters about an experience of queuing. Radio Lane Hot Pot, located near Shanghai Hongqiao Football Stadium, is very famous in Shanghai. It is also a online celebrity restaurant, and there are long queues at the restaurant door every day. Kobayashi once went to queue up at 2: 45 pm. Unexpectedly, he didn’t eat until 8 pm, and the queue was nearly 6 hours. In the end, Kobayashi and his friends only ate for 2 hours. "The hot pot tastes good. Although it has been waiting for a long time, I think it is still worth it." Xiaolin said.

　　Liao Huaixue, a lawyer of Taihetai Law Firm, said in an interview that online celebrity’s economy is an attention economy. Relying on the spread of the Internet, social short videos and other platforms to promote, online celebrity Store can get a lot of attention in a short period of time and has a huge flow. Attention and flow mean purchasing power, which can be transformed into economic benefits.

　　How much do you know about the routines of online celebrity store?

　　There is a buzzword on the internet: the longest road I have traveled is your routine. This sentence is very suitable for online celebrity stores, and it is the customers who fall into the "routine" that make online celebrity stores popular.

　　Queuing is one of the marketing routines of online celebrity store. When you see a long queue at the door of a certain store, many people’s first instinct is that the products of this store should be very good, which may lead to the idea that "I should try it, too." This is exactly what online celebrity stores want, and many online celebrity stores use this psychology to attract customers. In order to create the effect of queuing, some online celebrity stores will set the counter near the door to increase the illusion of long queues.

　　While waiting in line at a online celebrity store, the reporter interviewed a number of customers in line at random. Some customers come here because they like it, others come here for admiration, and some just pass by and see many people queuing up to buy. It has been repeatedly exposed on the Internet that some online celebrity stores hire people to queue up to create false prosperity, so as to attract people. What’s more, he even started a queuing business, selling his own number to customers, and became a "scalper" queuing in online celebrity stores.

　　More routines are using social networks, and taking photos and punching cards is one of them. Guo Maoran once experienced a photo studio, mainly taking id photos. At the time of checkout, the store told me that if you upload the ID photos that have been washed out in the WeChat circle of friends, you can enjoy the discount. Guo Yiran took a photo of his identity card and uploaded it. "Unexpectedly, many people came to ask me where this photo studio is?" Guo Yiran recalled this experience to reporters. "This invisibly brought more customers to this photo studio."

　　Nowadays, many online celebrity stores adopt the strategy of encouraging customers to take photos, and increase the exposure of the stores by sharing them with customers themselves. As the saying goes, "three people make a tiger", if people constantly bask in the same store on social networks, it will arouse more people’s curiosity, thus gathering more popularity for online celebrity stores.

　　"Under the influence of social networks, in addition to actual consumption, consumers go to online celebrity stores and meet the needs of social sharing, such as punching cards in online celebrity stores and sending friends." Liao Huai said. This shows that the strategy of online celebrity stores spreading through social networks is very effective.

　　People who often brush Tik Tok will brush short videos that recommend eating, drinking and having fun, or recommend short videos of some shops from time to time. Seeing the recommended food, I will itch to try it. But this is probably the "routine" of online celebrity store.

　　Since the rise of media, especially short videos, online celebrity stores have found new marketing methods. By shooting short videos, food and services can be displayed in all directions, and then some self-media marketing numbers, including Tik Tok, are employed to constantly recommend stores, so as to build the store into a online celebrity store. Or invite some online celebrity to come to the store to experience, and improve the popularity of online celebrity store through the heat of online celebrity.

　　Jin Ge, an assistant researcher in Peking University and a doctor of journalism, analyzed the reasons to the reporter: passenger flow is a potential benefit for shops, and the current conventional methods to attract passengers generally cost more. Attracting traffic through the internet and then converting it to offline has become a new channel for obtaining passenger flow. This way of obtaining passenger flow is obviously lower and more efficient than conventional advertising and sales promotion.

　　"For shopkeepers in online celebrity, they will do whatever attracts attention on the Internet." Jin Ge said that there is still a problem of marginal cost. The more shops that attract people’s attention, the lower the price of traffic.

　　Why is it difficult for online celebrity store to "grow red"?

　　If one word is used to describe online celebrity store, ups and downs are the most appropriate. Many online celebrity stores that have been screened are gradually fading out of people’s sight, and even have closed down. It lasts only a few months, and the longer time may only be one year. A netizen concluded: "They are all online celebrity stores living in a circle of friends. When they disappear from your circle of friends, it is not far from the real disappearance. "

　　But there are exceptions. Some online celebrity shops have survived, and "Hi Tea" is one of them. In addition, there are those shops that rely on providing high-quality products and services, which have gained higher popularity by building the marketing strategy of online celebrity stores.

　　It can be seen that quality is the lifeline of online celebrity store. No matter Xiaoliang, Guo Yuran or Kobayashi, they all said in an interview that if online celebrity stores want to be really popular, they should start with quality and do a good job in quality control so that products can stand in the market.

　　Behind the online celebrity store is the realization of traffic, that is, a large amount of traffic obtained on the Internet will be turned into actual passenger flow, which will bring real income. "No matter how well advertising marketing is done, if products and services can’t bring consumers the expected experience, it will be difficult to get repeat customers." Jin Ge said that this would cause online celebrity stores to gain traffic while losing traffic, which is obviously not a wise move.

　　"Even online celebrity stores are in the hearts of consumers ‘ Planting grass ’ The process is also a process of constantly improving the expectation of experience, which is also a challenge to the quality of products and services of online celebrity stores. " Jin Ge said.

　　Serious homogenization is a common problem in online celebrity stores, and conformity psychology exists not only in consumers, but also in online celebrity stores. When a online celebrity store is on fire, the same type of store will appear immediately, and the same marketing method will be used to build a online celebrity store, even with similar names, which will cause consumers’ aesthetic fatigue.

　　Jin Ge said that although the rise of the emerging Internet business model has provided a low-threshold platform for innovation, it is easy to innovate and difficult to attract attention. Therefore, following the trend and hitchhiking have become speculative choices.

　　In the marketing of online celebrity store, it may also involve the issue of false propaganda. Under the fame, it is really difficult to be deputy. In the media marketing soft articles or short videos, exaggerated methods are used to amplify the effect of products. "If the actual situation after arriving at the store is inconsistent with the propaganda content of the online celebrity store, its behavior has constituted false propaganda." Liao Huaixue said that Article 4 of the Advertising Law clearly stipulates that advertisements shall not contain false or misleading contents and shall not deceive or mislead consumers. Advertisers should be responsible for the authenticity of advertising content.

　　In addition, if the online celebrity store involves false propaganda and infringes consumers’ right to know, according to the relevant provisions of the Consumer Protection Law, the store should bear corresponding legal responsibilities. Consumers should take up legal weapons in time to safeguard their legitimate rights and interests if they encounter some shops that are not worthy of the name and involve deception. This is not only responsible for yourself, but also for society.

　　At the same time, public comment, WeChat, Tik Tok and other apps should assume corresponding responsibilities. "From the perspective of platform responsibility, the network platform should take comprehensive prevention and control measures to regulate the online celebrity stores in the platform, protect the legitimate rights and interests of consumers, and earnestly fulfill the platform obligations." Liao Huai said.

On June 29th, "Aspartame causes cancer"

This topic topped the hot search list.

Arouse a heated discussion among netizens.

It is reported that the International Agency for Research on Cancer, a subsidiary of the World Health Organization, held an expert meeting in early June to evaluate whether some products are potentially dangerous based on all published evidence. At the meeting, it was determined that aspartame "may be carcinogenic to human body". At the same time, the Joint FAO/WHO Expert Committee on Food Additives (JECFA) is also reviewing the use of aspartame and will announce the results in July.

WHO responded to the media that it will publish relevant content on this topic on July 14th, but did not disclose the specific content.

According to the Washington Post on the 22nd, aspartame is one of the most common artificial sweeteners in the world. Last year, a study in France showed that eating a large amount of aspartame may increase the risk of cancer in adults, and the United States began to re-examine this sweetener. The American Beverage Association, as the representative of beverage manufacturers, and related industry organizations refute this conclusion. Officials from the American Beverage Association said that aspartame is generally considered safe by the scientific and regulatory circles, which is the conclusion reached by food safety agencies around the world again and again.

Aspartame is the most common synthetic sweetener, such as sugar-free cola and Sprite, which is used to replace sucrose. At present, many foods and beverages labeled as "sugar-free" on the market, such as Coca-Cola diet soda, Mars Extra chewing gum and some Snapple drinks, actually use sweeteners such as aspartame.

Many netizens began to feel nervous:

Reviews from netizens

@Icomtys: Put down my diet coke immediately.

@Hellen wants to teach and educate people: What else can you eat? What to drink?

What’s delicious about coriander? Fortunately, I don’t like sweetness.

@ 京京: I will never eat anything but sugary cola.

@ Tiger Mom Return: My family has diabetes, and there has always been a saying that I should not eat aspartame.

The food and beverage circle began to express its position.

Have a brand emergency response

Aspartame will be listed as a "possible carcinogen". As soon as the news came out, associations and companies in the food and beverage circle stood up and expressed their views.

Kate Loatman, executive director of the International Beverage Association (ICBA), said that IARC’s statement is contrary to a large number of high-quality scientific research conclusions for a long time, or it may mislead consumers to give up safe sugar-free and low-sugar choices and consume more sugar instead. "We still believe in the safety of aspartame because we have conducted safety assessments with food safety authorities from more than 90 countries." Kate Loatman said.

The response of the International Beverage Association also stated that, contrary to the conclusion of IARC, a review report issued by WHO, the parent organization of IARC, in April 2022 showed that there was "no obvious correlation" between high consumption of low-calorie or calorie-free sweeteners and cancer mortality, and it would not cause any form of cancer.

Frances Hunt-Wood, secretary-general of the International Sweetener Association (ISA), accused "IARC is not a food safety agency" and believed that the agency’s evaluation of aspartame "is not comprehensive in science, because it is based on many widely questioned studies and may mislead consumers." Many members of this association include Mars Wrigley and Coca-Cola, both of which have introduced products containing aspartame.

In addition, some China brands immediately distanced themselves from aspartame.

The person in charge of Naixue’s tea said that in November last year, all products had been upgraded with the natural sugar substitute "Luohan"; Siraitia grosvenorii is a medicinal and edible plant, and its extract "Siraitia grosvenorii sugar" is a natural sweet fructose substance.

On the other hand, Yuanqi Forest said that the company’s entire line of products also does not contain aspartame. "Yuanqi Forest ingredients list is cleaner, and Yuanqi Forest Coke has 0 sugar, 0 fat, 0 card and 0 aspartame."

Sugar-free drinks are healthier?

The harm of sweeteners may be underestimated by us.

Aspartame is one of the most commonly used sweeteners. We use aspartame in familiar sugar-free drinks such as "Coke Zero".

Many people know the harm of excessive sugar intake, which will increase the risk of obesity, type 2 diabetes, cardiovascular disease, and even cancer. The emergence of artificial sweeteners and sugar substitutes seems to help people avoid the harm caused by excessive sugar intake, and at the same time satisfy the taste. But is this really the case?

In 2021, it was reported by the media that Mr. Kong (pseudonym), 30, likes to drink carbonated drinks, but he is worried that drinking too many sugary drinks will lead to obesity and diabetes. He fills the refrigerator with "sugar-free" or "zero sugar" drinks and drinks at least 4 or 5 bottles every day. Later, Mr. Kong always felt thirsty and his urine output increased, so he went to the hospital. After the doctor knew the course and history of the disease in detail, combined with typical symptoms such as polydipsia and polyuria, and improved the examination in time, Mr. Kong was diagnosed as the first onset-diabetes complicated with ketoacidosis.

Tan Jinmei, a physician of nephrology endocrinology at Wuhan Yangtze River Shipping General Hospital and Wuhan Brain Hospital, explained that sugar-free does not mean that there is no sugar, but it does not contain sucrose, glucose and other sugar-increasing components, and various forms of artificial sweeteners are used instead. Once the sweetener is consumed too much, it will not only stimulate the production of insulin, affect the sensitivity of insulin receptors, but also increase appetite reflexively, leading to excessive calories. Therefore, Mr. Kong’s long-term drinking of sugar-free drinks instead of normal drinking water has accelerated the metabolism of the body out of control and caused diabetes.

Studies have shown that the sweetness of sweeteners can make people feel that they have eaten sugary food, which in turn stimulates the human body to produce insulin, leading to a drop in blood sugar, which makes people feel hungry and increase their appetite. Although the "sweetener" in sugar-free drinks has zero calories, long-term intake of artificial sugar substitutes will lead to insulin endocrine imbalance, which will lead to human metabolism disorder.

On September 7, 2022, researchers from the World Health Organization, the French National Center for Health and Medical Research and the University of Paris published a research paper in the top medical journal BMJ. This study shows that artificial sweeteners are not a healthy and safe substitute for sugar, and higher intake of artificial sweeteners increases the risk of heart disease and stroke.

Read the title of a finger Zen stamp!

Original title: "Hot search first! Aspartame may cause cancer? Can these drinks be drunk? 》

Read the original text

★ Translate the whole text with full notes.

★40-year-old classics, all kinds of books are on the shelves.

★ Fully display the brilliance of ancient science and technology in China.

★ Essential introductory reading for scientific and technological masterpieces

★ Selected Items of Reading Guidance Catalogue for Primary and Secondary School Students by the Ministry of Education (Nine Chapters of Arithmetic and Heavenly Creations)

The Chinese nation has a civilization history of thousands of years, and has created splendid ancient culture, especially China’s ancient science and technology, such as papermaking, printing, gunpowder and compass, which have made great contributions to the progress of world civilization. Needham, a famous British scholar, pointed out after studying the history of world science and technology that before the middle of the Ming Dynasty, China’s inventions and discoveries far surpassed those of Europe at the same time; China’s ancient science and technology have been ahead of the rest of the world for a long time: China’s Zhouyi Suan Jing, written in the Qin and Han Dynasties, put forward a special case of Pythagorean theorem 500 years earlier than the West; Zhang Heng of the Eastern Han Dynasty invented the armillary sphere and the seismograph, more than 1,700 years earlier than Europe. Zu Chongzhi in the Southern Dynasties accurately calculated that pi was between 3.1415926 and 3.1415927, which was more than a thousand years earlier than that in Europe …

In order for today’s readers to inherit and carry forward the excellent traditions of the Chinese nation-being brave in exploration, good at innovation and good at discovery and invention, our society began to mobilize, plan, organize and publish this series of books as early as the 1980s. At that time, Mr. Hu Daojing (1913-2003), an old publisher and scholar of history of science, was invited as the editor-in-chief of the series. Under the guidance of Hu Lao, the work of selecting books and soliciting contributions was carried out.

The series has been supported by many outstanding scholars and written in succession. After publication, it has also been welcomed by readers and achieved good social benefits. However, due to various reasons, only five kinds of books were published in the 20th century (Annotation of Kao Gong Ji, Annotation of Dietetic Materia Medica, Annotation of Wang’s Agricultural Books in Donglu, Annotation of Tiangong Kaiwu, Annotation of Compiling and Compiling the Things in Kangxi’s Leisure Time), so they had to be suspended. After Hu Lao’s death, the publishing of series is even more difficult.

In the 21st century, our society decided to restart the publication of series. With the support of Shandong University, on the basis of the original, the bibliography was re-selected, the compilation style was revised, and the author was invited again to continue to complete the project perfectly.

The restart of the series has won the support of many old authors, especially Mr. Pan Jixing, a famous expert in the history of science and technology. He not only put forward suggestions such as revising the style, providing topics and recommending authors, but also generously promised to undertake the review of the English titles of this series. In addition, the series also invited many outstanding scholars, such as Guo Shuchun, a historian of mathematics, Liu Aiyun, a Chinese medicine expert, Zheng Jinsheng, an expert in the study of Chinese medicine history and literature, Miao Qiyu and Ma Zongshen, an agronomist, Gao Suijie, a forensic scientist, Cheng Zhenyi, Wen Renjun, Lu Jingyan, Zhang Binglun and Li Di, to write in succession.

For ordinary readers, it is not easy to read China’s ancient scientific and technological classics. After 40 years of readers’ examination and several times of perfection by the author, this series of books has finally determined the style of "original text+annotation+translation", which integrates classic original text, detailed annotation and popular translation, which not only facilitates readers to easily learn China’s ancient science and technology, but also meets the needs of some readers to read the original text. It can be said that it is a necessary introductory reading for China ancient science and technology lovers.

Up to now, the series has published 17 varieties, as follows:

Annotation of Kao Gong Ji (Revised Edition)

Annotation of Wen Renjun

Kao Gong Ji is the first compilation of handicraft techniques in China, which was written in the Spring and Autumn Period and the Warring States Period. It is the most important document to study the history of ancient technology in China. This edition is a part of Zhou Li, which is called Zhou Lidong’s Official Examination Record. As a part of the Confucian classics, Kao Gong Ji has been favored for a long time, with famous annotations and string recitation, and has been passed down to this day. At the beginning of Kao Gong Ji, it describes the origin and characteristics of "all-round work", and then points out the main types of work at that time, such as government-run handicrafts and household handicrafts, where there are 30 workers. It involves ancient car-making system, bronze casting system, bow and arrow weapon, leather armor system, ritual and music drinking and shooting system, building water conservancy system, pottery-making system and so on.

Notes on Zhou Pianjian’s Translation

Cheng Zhenyi and Wen Renjun’s Annotations

Zhou Piai suan Jing, the earliest arithmetic classic in Chinese history. Among them, the conversation between Duke Zhou and Shang Gao has the earliest written record of Pythagorean theorem. The book uses the simplest and most feasible method to determine the astronomical calendar, reveals the operating rules of the sun, the moon and the stars, covers the change of seasons and climate change, and includes the truth that the north and the south are polar and the day and night push each other, which provides a strong guarantee for the later generations to live and work. Since then, mathematicians of all ages have taken this book as a reference, and constantly innovated and developed on this basis.

Annotations on Nine Chapters of Divination (Revised Edition)

Guo Shuchun’s translation

Selected as the "Reading Guidance Catalogue for Primary and Secondary School Students" by the Ministry of Education.

"Nine Chapters of Divination", an important kind of ten books for calculating classics, has always been regarded as the first one for calculating classics. The book systematically summarizes the mathematical achievements in the Warring States, Qin and Han Dynasties, and plays an important role in the history of Chinese mathematics. The revised edition was launched in 2020, which is more perfect in content than the original edition.

Related reading:

A Brief Interpretation of the Golden Chamber (Revised Edition)

By Zhang Zhongjing

Liu aiyun’s translation

Synopsis of the Golden Chamber is the earliest monograph on miscellaneous diseases in China. There are more than 60 kinds of diagnosis and treatment methods and 205 prescriptions. Many of these prescriptions have been widely used in clinic for thousands of years and are called "the ancestors of medical prescriptions". This book has high guiding significance and practical value, and has a great contribution and far-reaching influence on the development of clinical medicine in later generations. The revised edition was launched in 2016, and many of them were supplemented and improved.

Annotation of Qi Min Yao Shu (Revised Edition)

[Northern Dynasties] By Jia Sixie

Annotations of Miao Qiyu and Miao Guilong

Qi Min Yao Shu is the earliest and most complete ancient agricultural monograph in China. A total of ten volumes, detailing the ancient agricultural and sideline production technology and experience, covering almost all the contents of ancient farm management activities, can be called "the encyclopedia of ancient agricultural technology in China". The revised edition was launched in 2020, with many additions in content.

Related reading:

Translation notes of dietotherapy materia medica (revised edition)

[Tang] Meng E’s original work

[Tang] Justin Cheung added.

Translated Notes by Zheng Jinsheng and Zhang Tongjun

The earliest monograph of "dietotherapy" in China, the daily diet and health preservation of people in Tang Dynasty. Materia Medica for Dietotherapy, written by Meng Huang in Tang Dynasty and supplemented and adapted by Justin Cheung, was a famous monograph on food therapy and nutrition in Tang Dynasty, which recorded the medicinal efficacy, indications and various taboos of more than 260 kinds of common foods and collected a large number of dietotherapy prescriptions. Materia Medica for Dietotherapy is the most abundant book in Tang Dynasty, and comprehensively summarizes the dietotherapy experience at that time. Originally lost for a long time, the author translated it according to the notes of the lost edition, and checked it with many residual editions and other classics. Attached are two indexes: "explanation of terms" and "food and medicine".

Notes on the Translation of Tea Classics (External Three Kinds) (Revised Edition)

[Tang] Lu Yu is waiting

Song Yiming’s translation

Annotations on Tea Classics (three kinds outside) includes four monographs on tea studies: Lu Yu’s Tea Classics in the Tang Dynasty, Cai Xiang’s Tea Records in the Song Dynasty, Huang Ru’s Tea Tasting Notes, and Xu Cishu’s Tea Shu in the Ming Dynasty. Among them, The Book of Tea is particularly famous. It is the earliest, most complete and comprehensive monograph on tea in China and even the world, and is known as the "encyclopedia of tea". The revised edition was launched in 2017, and many of them were supplemented and improved.

Related reading:

Notes on the New Instrument and Image Method

[Song] By Su Song

Translated Notes by Lu Jingyan and Qian Xueying

The Essentials of New Instrument and Image is Su Song’s explanation of the manufacture and use of instrument and image platform, which has a high position in the history of ancient science and technology in China. Although it has few words, it is a tour of the great achievements of Chinese literature the day before yesterday in the 11th century, an exhibition of the manufacturing technology of ancient astronomical instruments in China, and also reflects the brilliant achievements in many fields such as statics, dynamics, optics, mathematics, mechanical manufacturing and automatic control.

Interpretation of wine classics

[Song] By Zhu Jian

Translated Notes by Song Yiming and Li Yan

Interpretation of wine classics is the first monograph in China that comprehensively and systematically discusses the technology of koji-making and wine-making. A total of three volumes, the first volume discusses the development history of wine; In the middle volume, there are three categories and thirteen kinds of ingredients for each song; The next volume records the brewing process and the brewing technology of various wines. The book records the brewing methods of white sheep wine, yellow rice wine, chrysanthemum wine, tea wine and wine.

Related reading:

Annotations on the Collection of Wrongs

[Song] By Song Ci

Translated Notes by Gao Suijie and Zhu Linsen

The six-volume Collection of Injustice is the first classic of forensic medicine in ancient China that systematically summarizes the experience of corpse examination, and it is also the earliest and more complete monograph of forensic medicine in the world. Since the Southern Song Dynasty, this book has become the blueprint of official corpse examination in past dynasties, and it was once the criterion of criminal examination in Song, Yuan, Ming and Qing dynasties. This book has been translated into many foreign languages and occupies a very important position in the history of forensic medicine in the world.

Notes on the Summary of Agriculture and Mulberry

Editor-in-chief of Dasi Agriculture Department

Ma Zongshen’s translation

The Seven-volume Compendium of Agriculture and Mulberry is a comprehensive agricultural book compiled by the senior agricultural department in the early Yuan Dynasty. Most of the contents are quoted from Qi Min Yao Shu, Shi Nong Must Use, Wu Ben Xin Shu, Si Shi Bian Yao, Han Shi Zhi Shuo, etc. Although they are excerpts, they take their essence and abandon the exegesis of names and superstition. There are also some words written by editors, all of which are marked with "new additions". On the basis of inheriting the previous generation of agricultural books, this book has improved and developed the techniques of intensive cultivation, mulberry planting and sericulture in the northern region; It paid special attention to the cultivation techniques of cash crops such as cotton and ramie, and it was a practical agricultural book at that time.

Annotation of Wang’s Agricultural Books in Donglu

[Yuan] Written by Wang Zhen

Annotations of Miao Qiyu and Miao Guilong

This book is a master of agronomy in Yuan Dynasty in China. This book consists of three parts: "Nong Sang Tong Ji" is about the planting and storage of crops, the cultivation of fruit trees and the raising of livestock and poultry; Baigupu is an introduction to the cultivation of various specific crops such as whole grains. The use and production of traditional farm tools, water conservancy equipment, silk reeling and weaving equipment in China are introduced in detail in the Atlas of Agricultural Machinery.

Drinking food is about to be translated

[Yuan] By Hu Sihui

Translated Notes by Zhang Binglun and Fang Xiaoyang

Eating and drinking is the first monograph on nutrition in China. It was written by Hu Sihui, a imperial doctor who ate and drank in Yuan Dynasty. He is in charge of court diet and medicine tonic matters, and also knows Mongolian and Chinese medicine, and has accumulated rich knowledge of nutrition. He compiled this book by collecting various herbal medicines, famous doctors’ recipes, rare and unusual dishes used in court daily life, decoction and paste, and neutral taste tonic of cereals, fruits and vegetables.

Related reading:

Herbal translation of famine relief

[Ming] By Zhu Yun

Translated Notes by Wang Jinxiu and Tang Yancheng

Herbal Medicine for Disaster Relief, the earliest specialized book on agronomy and botany aiming at disaster relief in Chinese history. As a plant atlas in the early Ming Dynasty (early 15th century AD), it describes the plant morphology and records the edible plant resources in the Central Plains of China in the Ming Dynasty. The translator especially emphasizes that readers are advised not to try unfamiliar plants easily.

Tiangong Kaiwu

[Ming] By Song Yingxing

Pan Jixing’s translation

Selected as the "Reading Guidance Catalogue for Primary and Secondary School Students" by the Ministry of Education.

"Heavenly Creations" is one of the "four famous scientific and technological works" in China in the late Ming Dynasty, which occupies a very important position in the history of ancient science and technology in the world and has been translated into Japanese, English, German, French and other languages. It systematically and comprehensively describes the production technology and experience of 18 production departments of agriculture, industry and handicraft industry in China from 16th to 17th century. There are more than one hundred illustrations in the book.

Related reading:

Notes on the compilation of Kangxi’s leisure objects

[Qing] By Aisingiorro Xuanye

Li Di’s translation

This book is a note made by Emperor Kangxi of the Qing Dynasty, which mainly records Kangxi’s investigations and experiments on astronomy, geography, paleontology, animals, plants, medicine and other disciplines in his spare time, and there are many insights.

Mirror-mirror delusion

[Qing] By Zheng Fuguang

Annotation by Li Lei

Crazy in the Mirror, the earliest monograph on physics in China. Its content not only has the characteristics of traditional physics, but also has great originality. Zheng Fuguang, the author of this book, made the earliest astronomical telescope in China. Regarding the title of the book, the author Zheng Fuguang explained in the preface: "Take the object as the object, that is, the objective lens. It can be popularized by this book "The Theory of Far Mirror". Dare to call you xian, and tell me how stupid I am. " That is, "my humble opinion on the problem of looking at things in the mirror."

Original title: "It is recommended by a good book, and it is selected as an introductory reading for famous scientific and technological works."

Read the original text

Author | A Po

"There is no conflict between ratings and word of mouth, and even a win-win effect can be achieved. I have been thinking about the subject of individual content creation and large-scale production, and how to use scientific and technological means to combine the laws of film and television creation to help content production and improve the quality of works. "

Zhao Wenzhu, as the president of Relay Entertainment, mentioned the new changes of Relay Entertainment in 2021 when interviewed by Entertainment Unicorn.

"I think that on the basis of good content, we should do a good job in transmitting works produced by entertainment. One is a personalized’ Michelin drama’, that is, a quality word-of-mouth drama that is closer to the creator’s personal subjective concept and gives him creative space; One is a pan-family drama that can maximize the audience and can be developed on a large scale. I define it as’ McDonald’s drama’. "

From the early summer, the youth drama Wit Love Life and the popular variety Meng Detective Detective Case were almost simultaneously released, to the industry drama Ideal City of the summer magnolia award cast, and then to the legendary Oriental puppet drama Lady Huzhu.Throughout the whole year of entertainment, dramas, variety shows, national TV dramas, pure net vertical categories, traffic explosions, and word-of-mouth explosions have not fallen behind.

Delivery Entertainment was officially renamed from Tianma Film and Television on April 13, 2018. It has not yet reached its third anniversary by the end of 2021, but it has already experienced three strategic upgrades and has fully evolved into a content production company with a complete industrial chain.

Executive Director of Delivery Entertainment, President of Delivery Entertainment,

Zhao Wenzhu, General Manager of Houhai Culture

How does the young but mature delivery entertainment achieve the entry with high-quality copyright, two years of open cooperation, learning experience, two years of optimizing self-control, and a stable place for drama and drama? To C perspective and semi-industrial model are very important. The market is also looking forward to whether the delivery entertainment will be the next "explosive manufacturing machine" with stable output.

From copyright development to self-control,

Why did the S+ Ideal City become a highlight in one fell swoop?

　

"Ideal City" is the first TV series independently produced by Houhai Culture, a film and television production company under Entertainment, but it is not the first "explosion" to convey entertainment.

In 2020, the high-profile online drama "Chess Soul", as the first successful adaptation of Japanese IP in the field of domestic drama, made Houhai culture famous in the film and television drama industry.

At that time, Houhai Culture still used high-quality copyright procurement as an entry ticket for the industry, and began to contact the new companies of film and television production. After cooperating with the excellent production team Xiaotangren Film and Jiaxing Media respectively on Chess Soul and Lady Huzhu, the entertainment of "learning on the shoulders of giants" quickly evolved.

"I think the thick sea culture after 2019 is the best incubator for the project" Ideal City "."

Besides the cooperation experience of Chess Soul and Lady Huzhu, as well as the self-made experience of two light weight projects, The Tale of Young Jianghu and Smart Love Life, Ideal City, as the first S+ level heavyweight project, has actually been accompanied by Houhai culture for a long time.

Because the contents of the original novel Su Xiao’s War and the story outline are very bright and solid in Zhao Wenzhu’s view, Houhai culture, which was originally created as a helper, communicated with the Chinese brothers with a try attitude after consciously undertaking the Ideal City. It was also based on mutual trust in the previous cooperation and was recognized by the other party. Houhai culture also had this self-made experience.

"At the beginning, we also hoped to make it a benchmark for industry dramas."

So when director Liu Jin mentioned that he wanted to try to replace the traditional green screen shooting with LED special effects screen, the production team of Houhai also seriously considered the possibility of this challenge.

Fortunately, we have to rely on the relatively mature production system within Transmission Entertainment to make a strict cost calculation. Although the LED special effects screen itself has increased the budget, it has been placed in the whole production cycle, saving a lot of time for the crew to change the scene and set. From the past, the whole team moved the venue to just moving one LED special effects screen and the picture on the screen. At the same time, the actors have a picture reference when shooting, and the sense of substitution is better than that of green screen shooting, and the quality of special effects in the later period has also improved. It can be said that the quality control has been improved on the basis of controllable budget.

The experience gained from this new technology attempt can be applied to other projects in the future., especially costume dramas with large special effects.

The broadcast results were also expected. Douban scored 7.7, with a peak of 7.8, and has remained above 7.5 so far, ranking within the Top10 of China Audiovisual Big Data (official CVB) ratings for the whole year, and the long tail effect is remarkable. Douban has become one of the ceiling works of domestic industry dramas in recent years, and it has also become the first highlight moment to convey the road of entertainment self-control.

The resumption of the project is multi-stage and multi-dimensional. From the pre-script to the mid-production, to the late broadcast and even the long tail stage, whether the financial overrun, the performance of the broadcast volume and the public opinion feedback will be included.

It is true that in the production process of "Ideal City", the team had a little struggle, that is, as a popular TV series, should it be understood by more people of all walks of life or focus more on the industry itself? However, since the IP foundation is already very solid, we will simply make the industry the ultimate.

Zhao Wenzhu believes that,This is to think clearly about positioning and what to do before doing the project.The positioning of "Meng Detective Detective Case" is an absolute universal entertainment variety show, that is, it can tolerate the fluctuation of its word of mouth, and it has absolute advantages in terms of popularity and discussion volume; And "Ideal City" is a relatively threshold TV series, especially in the first few episodes, and its absolute stable reputation is its standard criterion.

Michelin Drama and McDonald’s Drama,

Two-line play from the perspective of to C

　

The different emphases of "Ideal City" and "Meng Detective Case" just represent the two "alternative" tracks laid out in the next content output, and they are also two types launched by Zhao Wenzhu based on the brand-new strategy of the company’s third upgrade: namely"Michelin drama"and"McDonald’s drama".

Compared with many film and television companies, they are positioned by the types of themes they are good at when they are incubating projects.Transmission of entertainment will more broadly classify all kinds of theme types into projects mainly aimed at audience or projects mainly aimed at creative mode:A quality word-of-mouth drama that is closer to the creator’s personal subjective idea and gives him creative space is "Michelin drama"; A pan-family drama that can maximize the number of viewers and can be developed on a large scale is called "McDonald’s drama".

"Of course, the core of every project must remain the same, whether it is Michelin or McDonald’s.Good content and characters are prerequisites.. "

This is especially good for companies that started with IP incubation, such as Delivery Entertainment, because it is possible to conduct targeted evaluation and differentiation from the IP source.

The first selection criterion is the story itself., you will definitely choose an IP that is different from most stories and has distinctive highlights. In this layer of screening, you will determine whether the story foundation and character setting are solid. If it is an overseas IP, you will confirm whether it is particularly suitable for China’s localized adaptation. These are the major premises.

The second selection criterion is the story type.Whether it can be hatched into a "McDonald’s drama" for national entertainment on a large scale; Or impress a group of the best directors and screenwriters with the story core, and add points to IP empowerment with their secondary processing, and finally complete a word-of-mouth quality "Michelin drama".

If the scope is narrowed down once more in the existing two-level screening criteria, it will be accurate to some stories with strong plot themes and some stories with emotional themes, and there will be a certain amount of stories that tend to be "other themes" of women’s strength.

Zhao Wenzhu bluntly said that the film and television winter has not passed, and when the market is cold, both project production and IP procurement will enter a cooling-off period, and blind price wars will no longer be fought. It is the current status quo to start from the IP source. Fortunately, after the continuous IP adaptation of delivery entertainment, more domestic and foreign IP platforms have included it as the first choice, which also means that delivery entertainment will be exposed to high-quality IP resources faster than most film and television companies.

Talking about how the relay entertainment, which has always focused on "all-round drama", will be laid out in variety, Zhao Wenzhu said,Different from the content diversity and target diversity of film and television dramas, variety itself, as a type of mass entertainment, will be positioned as more universal content and tend to be more happy for the whole family at the beginning of planning.

The existing "mystery", "Meng Exploration" and the amateur love variety "Like You, Me, too" are based on "family fun", which redistributes the different practices of being relatively partial to the public and small to the public in terms of guest selection and the theme that the selected guests can adapt to.

“In any case, what the audience likes to watch from the perspective of To C will always be our first priority.I hope that every project launched can get high marks in the professional evaluation department within the company, reaching a level that can be worthy of the audience’s IQ and EQ. "

Multi-link division of labor and cooperation,

Internal self-circulation of industrial chain

　

Why can the delivery entertainment achieve successive explosions in five years, and it is even expected to become the next "explosion manufacturing machine"?

"Different from some workshop-style productions of traditional domestic dramas, such as entrusting the budget to a production director, who will go to every link of the’ code plate’ saving process.Transmission entertainment has its own semi-industrial production process system.. "

Under the semi-industrial production process system, the complete production team will be the company’s own team, and the production progress of the project will be fully scheduled by the production management center, and collected and calculated by a computer system program of the production management system. In this system, the daily flow, budget and detailed rules of the project will be transparent, and the process cycle will also be transparent.

Why is it called "semi-industrialized" production process system? Zhao Wenzhu believes that the story from the source IP to the film and television drama project, in addition to following the inevitable creative laws, is rich in more elements of "moving people with emotion", and emotions will vary from person to person and from time to time. Therefore,From development to production, the combination of "manual+system" such as "strategic system+production process system" is more scientific and applicable at present.

Under the strategic system of delivering entertainment, the internal professional strategic analysis team will summarize and analyze the audience’s preferences on an annual basis, including different audiences covered by different themes, and make real-time corrections and adjustments. At the same time, the company’s internal evaluation team will make subjective evaluation for the stories in the copyright stage and the outline stage based on the strategies of "Michelin Drama" and "McDonald’s Drama", supplemented by objective systematic evaluation, and combine the projects with the most development potential to incubate.

"Of course, the delivery of entertainment is now a series of industrial chains of a certain scale, including producers’ teams, directors and screenwriters with fixed cooperation, and subsidiaries focusing on artists’ brokers.There are two standards for cooperation in different links. First of all, everyone’s ideas must be consistent, so that in the process of division of labor and cooperation in all links, it can be harmonious and smooth; The second is that we prefer to grow with young potential people."

At present, the delivery entertainment is based on Houhai culture, which mainly focuses on content production and IP development incubation, supplemented by two content production companies which are deeply bound to high-quality screenwriters and directors, two artist brokerage companies, namely Li Yitong and other artists, and Wenlan Culture, which is mainly based on YCY, and the delivery love entertainment MCN company, which is a joint venture with iQiyi, to form a complete internal self-circulation.

As for the production of Houhai culture, there is a system of China-Taiwan to complete production and publicity business. Further specifically, at the content production level, there are four producers who are responsible for the types of projects that they are good at.

Among them, the light and sweet pet drama Embrace koi fish "xianggong", which was just finished one month ago, the suspense criminal investigation drama "Black Soil is Silent", the 12-episode short drama "Locar’s Law" adapted from the hot Japanese drama "Unnatural Death", Xian Xia’s drama "Half the City with a Romantic Moon", the realistic drama "Never Live with Spring" and the amateur love network comprehensive "Like You" which will be launched this year.

Getting rid of workshop operation, clear structure and clear division of labor are the only way for every film and television company that reaches a certain scale to mature.

"In order to convey the current system collocation and rapid development rhythm of entertainment, it really needs some young and challenging teams to dare to try. It happens that our four producer teams all have such adventurous attributes. After trying, everyone really benefits a lot from the brand-new system."

This may be the instant innovation needed in the era of science and technology Internet. As Su Xiao, the hero of Ideal City, said, "Is it always right?" The entire film and television industry also needs more entertainment, such as the head company that constantly realizes self-evolution to lead everyone out of the cold winter and into the formal.

　　CCTV News:(Reporter Sun Xiaoyuan) On April 23rd, it was beneficial to open books. Today is World Book Day. CCTV reporter interviewed Yi Zhongtian, a famous scholar and writer, to talk about reading.

　　CCTV reporter: Why do people study?

　　Yi Zhongtian:Only humans have words, and only words can have books. Therefore, cats can only snore at home and people can read. Of course, you don’t have to read it, but it is always good to have one more option. Books are not the necessities of life, and reading is not the first need of life. Its function is actually to improve the quality of life and own taste. I am full of poetry and books. If you don’t want it, you don’t have to.

　　CCTV reporter: Why do you repeatedly emphasize "words"?

　　Yi Zhongtian:Because writing is the symbol of human culture. With words, human beings will truly become human beings instead of animals. Words are attractive, especially Chinese characters. Chinese characters themselves have a sense of picture and rhythm.

　　CCTV reporter: What kind of books do you prefer to read?

　　Yi Zhongtian:I advocate reading ancient books, preferably before the Yuan Dynasty. Pre-Qin and Han dynasties, Tang poetry and Song poetry, choose its classics to read, the heart can be quiet, clean and beautiful.

　　CCTV reporter: Is reading an easy task in the multimedia era?

　　Yi Zhongtian:Reading is actually a luxury, but it has nothing to do with economic conditions. It depends on whether you have time and want to read. Now there are public libraries all over the country, and as far as I know, the service is still very good.

　　CCTV reporter: How to treat online fragmented reading?

　　Yi Zhongtian:If you want to calm down, you’d better study. The Internet is so noisy, informative, fragmented and shocking. Reading is a quiet thing. A roll in hand, forget all the insults. Fatigue, troubles, entanglements and depression are all put aside. Of course, this book has to be fascinating.

　　CCTV reporter: In your opinion, what are the benefits of reading for individuals?

　　Yi Zhongtian:The greatest advantage of reading is not being useful. If you want to be useful, just surf the internet. I can even teach you how to cook online, so you don’t need to buy a cookbook. The fact is, reading makes people feel calm and clean. No matter how dirty things are, they will be cleaner if they become words. Text has the function of filter and purifier. After being converted into words, wars are not so bloody, disasters are not so horrible, and crimes may become intellectual games. Of course, the writer’s heart should be clean, and it is not good to teach obscenity and thieves. However, this is another topic.

　　CCTV reporter: Has the era of "reading for all" arrived?

　　Yi Zhongtian:In fact, reading is a very personal matter, and reading for all is only an advocacy or even an ideal. We certainly hope that the more people read, the better, but in my opinion, the era of reading for all will come only when reading becomes a way of life, and it is the way of life of most people. Here, it is important that people think reading is meaningful and interesting. Moreover, being interesting is more important than being meaningful.

　　CCTV reporter: What is the significance of reading in your writing?

　　Yi Zhongtian:I’m writing the History of China recently. It can be said that reading detective stories is of great help to my writing.

　　CCTV reporter: What books do you think you should read as a child?

　　Yi Zhongtian:Generally speaking, children are about luck, while old people are interested. Children’s reading is like following a tour group, depending on how the tour guide is, so teachers and parents are very important. A child can’t read Hegel even if you ask him to.

　　CCTV reporter: Can you still remember what books you read as a child?

　　Yi Zhongtian:When I was a child, I was basically free-range. My parents only supported non-interference in reading, so I gulped down The Outlaws of the Marsh and The Journey to the West in primary school, but I didn’t read A Dream of Red Mansions until long after I was an adult, because I thought it was not good-looking. Later, I was shocked to read it: so good? It seems that teenagers’ reading may need guidance, but coercion is useless.

　　CCTV reporter: When is the best reading time in life?

　　Yi Zhongtian:College is the best time to study. The study burden of college students is not as heavy as that of high school students, and they don’t have to work hard to support their families in the future, so I especially advocate that college students read more books. If nothing else, there will be no such convenient library in the future! College students should not be partial to their studies, but should be able to read widely. These books may not be used in the future, but the nutrition in them will be difficult to supplement in the future.

　　CCTV reporter: Can you give some reading suggestions to middle-aged people?

　　Yi Zhongtian:Getting married and starting a career is a hurdle in life, and reading depends on meeting the needle. My personal suggestion is that once you get out of the daily necessities, study some history and philosophy! When life enters the next stage, it’s time to make a summary for yourself and think about the future. However, it should be emphasized that reading is a very personal matter. No matter whose advice, it can only be used for reference. Interest is always the best teacher.