Special feature of 1905 film network Movies and online dramas are the most popular film and television works recently.

The box office of Later Us exceeded 1.1 billion, and director Rene Liu became the highest-grossing Chinese female directors in history. "Beijing Women’s Picture Book" was launched for 26 days, with a cumulative broadcast volume of 1.06 billion.

These two films and TV plays are very topical at present, and they all point to the old-fashioned topic — — North drift.

Although everyone has been talking about "fleeing" in recent years, countless people still stay or come to this city every year. Some people are for ideals, some are for love, and some are for making money … …

Xiao Dianjun’s colleague sent a circle of friends late at night after watching "Later Us". "There are very few dramas drifting north. After watching it, I can ask myself why I came to Beijing."

Similarly, when Xiao Dianjun saw the eighth episode of Beijing Women’s Picture Book, he once asked himself why he came to Beijing. However, sometimes such questions can’t be answered directly.

Just like in "Beijing Women’s Picture Book", Chen Ke moved into a single apartment from the basement. From admiring LV bags to being able to bear limited brand handbags, she would also ask herself, if this goes smoothly, why did she come to Beijing in the first place?

By the eleventh episode, the complete works lamented that it was difficult to return to their hometown. Yes, no matter how long you stay in Beijing, in the eyes of some people, you are still a foreigner; When you return to your hometown, you are already a "city dweller" in the eyes of your hometown people.

After the beginning of "drifting", there has always been a problem of identity. Only when you are with friends will you have a sense of existence.

Although the two films mentioned above focus on girls, we can’t ignore Jing Bo Ran’s role as a "boy drifting north" represented by Lin Jianqing in Later Us.

To this end, Xiao Dianjun found six younger brothers born after 90 to listen to their stories of drifting north.

X，Film director, 28 years old, drifting in the North for 4 years.

In the eyes of friends, X is a person who can live very well. Even if there are more film projects in the company, he rarely sees things about work in his circle of friends, and it is difficult to hear him talk about the "misery" of work at the party.

In his mouth, he can always "spit" everything at work into fun. Think that this is the fourth year of his "drifting north". Fortunately, I just jumped from the public relations advertising industry to the film planning industry last year.

For him, this is a new beginning.

Thinking of coming to Beijing four years ago, the purpose is simple — — For love. At that time, the object had been working in Beijing for one year, which also made him pack his bags and rush to Beijing immediately after graduation. Of course, in his eyes, there are more opportunities in Beijing and his horizons will become broader.

After arriving in Beijing, they lived together for four years and never moved. Living outside the East Fourth Ring Road is an old house, but it is big enough for two people, and occasionally I can entertain a few friends for dinner. On holidays, two people will definitely not stay at home, but will definitely go to parks or museums to find novelty.

They planted a bunch of green plants on the balcony. On holidays, when the sun just shines in, they will sit there and play games. In his eyes, isn’t life like this? Usually, he doesn’t go to bars himself, and several friends live nearby. When he has time, he will drop in, basically watching movies and playing games.

It seems that in the eyes of some people, this daily life is too dull. However, if it hadn’t happened in Beijing, even if it had returned to my hometown, this state of life might not have been established.

B，IT industry, 27 years old, drifting north for 4 years.

This year is the fourth year of B drifting north, and it is also the fourth year of graduation. In the eyes of other friends, he is in a seemingly good state — — With an annual salary of nearly one million and a Beijing work permit, the next step is to consider the problem of buying a house.

However, looking back at the past few years of graduation, it was not so smooth. Born in e-commerce, he chose to start a business in the city where the university is located at the beginning of his senior year. Unfortunately, it didn’t last long, and the first bucket of gold didn’t earn much, so he ended in failure.

Later, when the school recruited, I voted for Ali’s resume, which is one of the places that most people with e-commerce majors want to go, but unfortunately they didn’t get it.

Later, after going around, I finally received an offer from M’s family, and I started a trip to the North.

Now, B, who is ready to consider buying a house in Beijing, is living more and more frugally. Living outside the West Fifth Ring Road, if the rent rises in 400 yuan, it will change to a cheap house, even if the area is getting smaller and smaller. Usually, if you work overtime for a long time, you will wait until after 9 o’clock before leaving the company, because you can reimburse yourself by taking a taxi. However, often because of the location of the residence, master Didi has not taken the order, and he will wait until 11 o’clock or even 12 o’clock in the company.

Recently, in order to save money, B borrowed money to enter the stock market. However, the state of the stock market is not as he hoped, and it has been trapped. No, the most frequent growl I hear from him every day is "I lost it again today!"

E，Book editor, 26 years old, drifting north for 2 years.

A few days ago, e just got a train ticket in the circle of friends, which read "the third year of entering Beijing."

In fact, e sometimes still doesn’t know whether she came to Beijing because of someone else’s words or because of the so-called ideal. After graduation, e did not go to Beijing immediately, but played a safety card: he worked in the school for one year.

At that time, he had a date for more than four years. Before coming to Beijing, he had been hesitating about feelings. Until one day, the object said that if you think about bad results because you are going to be away from home, it means that neither of them has been serious about this relationship.

Of course, I broke up later because of a long distance.

At the beginning of Beijing, E was in a hurry and ran into the south wall. At one time naked resignation stayed at home for a long time. But it was that unemployment that E gradually touched the magic of Beijing. For him, Beijing is full of opportunities.

Nowadays, E is slowly gaining a foothold. Although it can’t be said that it is excellent, at least in the industry, with its own fixed circle of friends, if you really encounter any problems, you can also find corresponding friends to help solve them.

Usually, I don’t go clubbing, just stay at home. Except for going out to watch a popular cinema film occasionally, there seems to be no other excessive daily arrangements. Every time I ask him, what are your plans now? He would say, I want to save more money and travel once a year.

L，Film and television publicity, 25 years old, drifting north for 2 years.

To be precise, l only graduated for two years. However, if you count college time, he has actually stayed in Beijing for six years. Why did you come to Beijing? Maybe to stay away from parents, after all, big cities will be more diverse and inclusive.

I majored in journalism, but I have never had any news ideals since my freshman year. I have been practicing frequently since my sophomore year, trying to find a way I like.

From the very beginning, the program director, to the editor of WeChat official account, to the user operation of the travel website, and finally started the internship related to movies by mistake.

When I graduated, I broke up with my partner who had been together for more than two years. Fortunately, my career was not bad, and a well-known film and television company in an industry successfully turned positive.

Generally speaking, the past two years have not been very good. In the past two years, I moved four times, my long-distance relationship was green, my virtual currency lost money, and my home was stolen … … Anyway, I met all the things I should have met and shouldn’t have met. It’s just this inch. After working for two years, the bottleneck has also appeared: at work, it does not reflect value; In life, parents rush back to get married as soon as they call.

Career planning and life planning are becoming more and more chaotic. But fortunately, I have always been optimistic and want to stay in Beijing.

Y，Advertising industry, 24 years old, drifting north for one year.

Y has been considering whether to stay in Beijing or leave Beijing this year.

When I was an intern in my senior year, I wanted to feel the freshness of Beijing, so I invested in a 4A company. After the internship, I also successfully turned positive directly. I have been working for less than a year, and I have already started to take small projects.

The company is near Sanlitun, but it has been living in the northeast Fourth Ring Road, simply because the rent is cheap. Y is a typical young man’s state. On Fridays and Saturdays, he likes to hang out in bars with friends, but he doesn’t drink much, only one glass at most.

Usually on Fridays, he likes to work overtime in the company until 10 o’clock, and then go to eat a hot pot or something like midnight snack with his friends. After 2 o’clock, the nightclub doesn’t charge tickets, and then he goes in for a high meal. If friends leave early, he is used to sleeping on a friend’s sofa. After all, it is too expensive to take a taxi back from the Drum Tower.

When I went home for the Spring Festival this year, I chatted with my friends in my hometown about my experience in Beijing and suddenly had the idea of going to Shanghai. In his view now, Beijing is too big, and even after staying for one year, he still hasn’t found a sense of existence.

W，Artist agent, 23 years old, drifting north for 4 years.

W After failing in the college entrance examination, I came to Beijing. At that time, the idea was very simple, and there must be many opportunities here. When I first came to Beijing, I did almost everything, but it was not the most tiring time.

Later, I slowly began to adjust my work. Starting from the artist’s publicity, I followed the first-line male stars, also took the flow actresses, and was also dragged to take the film project. Tired? In fact, I was very tired. I was busy until midnight and fell asleep directly in the hotel bathtub. When running publicity with artists, I hardly stayed at home for two months; When I was sick, I stayed at home alone, and it was really unbearable to call my friends for help.

Last year was probably the most carefree year and the most "miserable" year for W. In the middle of the year, I completely ended my cooperation with the flowing male stars and entered a long-term unemployed life. Although an olive branch has been thrown at him, it has not been accepted.

This time, he really wanted to rest. After working as an artist for so many years, his life and rest were irregular, which led to his poor health.

Recently, he officially said in a circle of friends that he was going to take up his post again, but this time he brought a newcomer who had just returned from overseas. Compared with previous artists, this newcomer has not produced any works.

However, in his view, never underestimate the potential stocks, who knows what will happen in the future.

Seeing this, Xiao Dianjun wants to ask, are you living in your hometown or wandering around?

On [car home Shanghai Preferential Promotion Channel], we are pleased to announce that preferential activities are under way! As a model that has attracted much attention, the zero-run C01 has ushered in a maximum discount of 32,000 in Shanghai. At present, the starting price of this high-performance electric car is only 125,800 yuan. You can try to get a higher discount by clicking the "Check Car Price" button in the quotation form.

The zero-run C01 is a very attractive medium-sized and large-sized vehicle with a simple and fashionable design. The front face design of this model is very unique, adopting a streamlined shape, and the air intake grille adopts a closed design, which makes the whole front face look more exquisite. The body lines are smooth and the overall style is fashionable, which shows the high-end positioning of the zero-running car. In addition, the zero-run C01 also adopts a two-color body design, which makes the whole model more dynamic. In a word, the design of the zero-run C01 is excellent, which not only shows the sense of modern science and technology, but also highlights the unique style of the zero-run car.

The zero-run C01 is a medium and large-sized car with a body size of 5050 * 1902 * 1515mm and a wheelbase of 2930mm. The body lines are smooth, showing a dynamic profile. The car adopts 245/45 R19 front and rear tires, and is equipped with sporty rims, which further highlights the sporty feeling of the car. The front tread is 1608 mm and the rear tread is 1604 mm, which provides a good foundation for the stability and handling of the vehicle. The overall design is fashionable and atmospheric, and it is an impressive model.

The interior design of Zero Run C01 is fashionable and simple. The center console adopts a 14.6-inch large screen, supports voice recognition control system, and can control functions such as multimedia, navigation, telephone and air conditioning. The steering wheel is made of leather or genuine leather, which can be manually adjusted up and down and back and forth. There are USB and Type-C interfaces in the front and back rows, which is convenient for users to use. The front seats are also equipped with heating, ventilation and massage functions, and the driver’s seat also has an electric seat memory function. The rear seats can be tilted in proportion, providing greater space flexibility. The overall interior design is exquisite, and the comfort and convenience have been fully considered.

The zero-run C01 is powered by a 1.5L 95 HP L4 engine with a maximum power of 70kW. At the same time, it uses a single-speed gearbox for electric vehicles. This engine can provide excellent power performance and driving experience for zero-run C01, and also bring reliable performance and stability to the vehicle.

After the retail C01 went on the market, we received feedback from many car owners, including a car owner named car home, who compared BYD’s Dolphin Seal Destroyer and ID3 before buying a car, and finally chose the retail C01. He is full of praise for the overall streamlined design of the car body, saying that it looks very comfortable. He also specifically mentioned the design of hidden door handles and frameless windows, as well as the slender front and rounded rear, which are in line with the aesthetics of young people. He believes that the excellent design and configuration of the zero-run C01 will bring more excellent driving experience to more young people.

　　In Guangling Economic Development Zone, the workshop of hot die forging intelligent equipment project is under construction. The project was built by Yangli Group with an investment of 850 million yuan. After completion, it can produce 10 intelligent production lines of large servo multi-position presses and 50 sets of intelligent equipment for hot die forging every year.

　　Industrial machine tools (machine tools) are the basis of manufacturing industry, and are called "the heavy equipment of the country". For a long time, the domestic high-end CNC machine tool field is highly dependent on imports. Yangli Group invested in the construction of a complete set of intelligent equipment for hot die forging, and advanced into the field of high-end industrial machine tools, which is a vivid case of the breakthrough in the industrial chain of industrial machine tools and robots in our city. The data shows that there are 65 industrial enterprises in the industrial chain of industrial mother machines and robots in the city, which have formed the characteristics and advantages of metal forming machine tools, high-end single (set) equipment to drive the development of complete production lines and integrated application of industrial robots.

　　The ambition of "individual champion"

　　Yangli Group is a single champion enterprise in the mechanical press manufacturing industry, and is committed to the research, development, manufacture and sales of forging equipment. Its main products include mechanical presses, hot die forging presses, CNC turret punches and complete sets of equipment, which are widely used in aerospace, automobiles, home appliances and other fields at home and abroad.

　　Hot die forging equipment is mainly suitable for precision die forging under mass production conditions. "After years of technical accumulation and research, we have successfully developed an intelligent and efficient hot die forging press and an intelligent and efficient precision forging flexible production line, and the key indicators such as production rhythm have reached the international advanced level." Zhang Jun, vice president of Yangli Group, introduced that the products have been demonstrated and applied by well-known enterprises in forging, auto parts and other industries. "With hot die forging, warm forging, cold forging, electric screw main engine and automatic production line as the main products, we are confident to become a first-class heavy manufacturing equipment production base at home and abroad." Zhang Jun introduced that it is estimated that after the completion of the intelligent hot die forging equipment project, the annual sales of new invoices will be about 1 billion yuan, and the new tax payment will be about 70 million yuan. In recent years, Yangli Group has been focusing on intelligent manufacturing, focusing on high-end forging equipment and automatic production line technology research and development. At present, the domestic market share is leading in this field.

　　In the subdivision of home appliance sheet metal forming equipment, the product technology of flexible intelligent production line for home appliance precision sheet metal forming developed by Yangli Group has reached the domestic leading and international advanced level. The product customers include Haier, Midea, TCL and other major domestic home appliance enterprises, and are exported to South America, Russia and other countries and regions, leading the domestic market share industry. In addition, in the subdivision of forming equipment for passenger car panels, the overall technology of intelligent flexible stamping production line for passenger car panels developed by Yangli Group is leading in China, and its customers include domestic and foreign well-known automobile manufacturers and first-class suppliers, and its domestic market share is among the best.

　　Breakthrough of "Yangzhou Legion"

　　Industrial machine tool is one of the advantageous industries in our city. Four of the top 10 domestic metal forming machine tool manufacturers are located in Yangzhou, namely Yangli Group, Yawei Co., Ltd., Yangzhou Forging and Jinfangyuan. Hanjiang CNC forming machine tool industrial cluster was selected as the national small and medium-sized enterprise characteristic industrial cluster in 2023, which is the only one in the middle and northern Jiangsu.

　　In recent years, the "Yangzhou Corps", an industrial chain of industrial machine tools and robots, has continuously increased its scientific and technological research and development efforts and conquered a number of key new technologies. The project technology of "Key Technologies and Complete Equipment for Intelligent Sheet Metal Processing" developed by Yawei Co., Ltd. is leading in China. A number of key core technical research projects, such as automatic hot die forging complete sets of equipment for Yangzhou Forging and Yangli Group’s large brake clutch with low inertia, have filled the gaps in China. Guiyu Aviation has developed and manufactured a variety of high-precision machine tools to meet the domestic market demand.

　　In addition, Yawei Co., Ltd. and Yangli Group have built a national-level industrial Internet logo analysis secondary node to provide enabling services to the industry. Yawei Zhiyun of Yawei Co., Ltd. was approved as the national industrial Internet demonstration platform, providing "hard+soft+cloud" integrated intelligent manufacturing services for more than 1,000 downstream SMEs. With the help of industrial Internet platform, Jiangsu Yizhong CNC machine tool developed a remote customer service support system to provide remote monitoring, fault diagnosis, guidance and maintenance of machine tools. In terms of market expansion, enterprises in the industrial machine tool industry in our city have laid out new fields such as new energy vehicles, photovoltaics and 5G. Yawei Co., Ltd. won the order of 5000 tons of heavy-duty bending machine and made a new breakthrough in the largest tonnage order of domestic CNC bending machine; Yang Forging deepened cooperation with the OEM of new energy automobile enterprises and delivered a complete set of automatic production line & HELIP; … A number of projects under construction are accelerating the strengthening of the industrial chain, supplementing the chain and extending the chain. According to statistics, in the industrial chain of industrial machine tools and robots, there are 25 major projects under construction in the city this year, with a total investment of more than 3 billion yuan. Among them, Yangzhou Dolphin Star Intelligent Technology Co., Ltd. invested 500 million yuan to build an annual output of 6,000 Dolphin Star intelligent handling robots, and Yawei Co., Ltd. invested 680 million yuan to build servo presses and automatic stamping line production projects.

　　Shaping new competitive advantages

　　Industrial mother machine is a typical general equipment with obvious periodicity. With the rapid growth of new energy vehicles, photovoltaic, wind power, 5G and other emerging industries, the application fields of industrial mother machines are increasing. Industry experts predict that the industry will develop rapidly with a compound annual growth rate of over 10% in the future.

　　Our city has made clear the development goal of industrial mother machine and robot industry chain this year: the output value of enterprises is 11 billion yuan; Breakthroughs have been made in the development of major equipment, and about five iconic high-end industrial mother machine products have been developed; In key areas such as new energy vehicles, aerospace and electronic information, we will create 10 typical innovative application scenarios … …

　　Tang Lan, director of the Mechanical Equipment Division of the Municipal Bureau of Industry and Information Technology, said that in order to achieve the above objectives, this year, we will speed up the cultivation and development of new quality productivity through six aspects, and create new advantages for the high-quality development of the industrial chain. Organize high-end product technology research. Relying on the backbone enterprises of Yawei, Yangli and other industries, the "mainframe+components+technology+application" research consortium and Industry-University-Research Innovation Alliance will be established. Actively strive for the support of major national industrial machine tools projects, provincial key core technology research and scientific and technological achievements transformation projects. Accelerate the construction of major projects. Promote the implementation of Jinfangyuan expansion project and expand the production scale. Promote the construction of 25 major projects to ensure that the projects reach production and efficiency on time. Promote special investment promotion in industrial chain. Draw up the investment map of industrial chain around key materials, parts and systems, complete machine manufacturing and other links, carry out professional investment in supporting fields, attract supporting enterprises to invest, and strive to make breakthroughs in local supporting of key core parts. Strengthen the construction of public platforms. Explore the reconstruction of Jiangsu (Yangzhou) CNC Machine Tool Research Institute, improve the "1+N" (Yangzhou+several well-known universities) cooperation mechanism, and accelerate the research and development of common technologies for industrial mother machines and robots. Yangzhou Branch of the General Institute of Propulsion Machinery has built intelligent and flexible production demonstration projects around the fields of forging and other materials forming, high-precision CNC machining to reduce materials and laser welding to increase materials. Vigorously develop service-oriented manufacturing. Promote leading enterprises such as Aviles and Yangli, and focus on new fields such as new energy vehicles, electronic information and heavy-duty equipment.We will develop a number of industry-leading new intelligent manufacturing equipment, and carry out services such as integrated design of manufacturing engineering and intelligent operation and maintenance of equipment. In-depth development of linked service activities. The first Summit Forum on Innovation and Development of Forging Industry and the Expert Summit of China Forging Association will be held to promote the collaborative innovation of upstream and downstream enterprises in the industrial chain. Strengthen the docking cooperation with the national industrial machine tool industry investment fund to realize the development of national fund-enabled industries. Start the activities of "observing and observing the benchmark", organize key enterprises to go out to visit benchmark enterprises, and plan to carry out more than 20 service activities throughout the year.

　　Reporter’s notes

　　Valuable climbing "high" and pursuing "new"

　　In the enterprise interview, I deeply felt the value of the development of industrial mother machine and robot industry chain: constantly climbing to the high end. Yangli Group built a complete set of intelligent equipment for hot die forging to expand its production capacity, and Guiyu Airlines developed high-precision machine tools to meet the domestic market demand; Yawei Co., Ltd. and Yangli Group built the second-level node of national industrial Internet logo analysis, and completed the gorgeous transformation from manufacturer to service provider … … Yangzhou enterprises have laid out new fields such as new energy vehicles, photovoltaics and 5G, developed new markets and expanded new space for industrial chain development. Relying on innovation, industrial machine tools and robot industry chain enterprises are getting rid of the traditional development mode and accelerating the cultivation and development of new quality productivity. Enterprises are the main body in developing new quality productive forces. Twenty-five projects under construction are lengthening and enriching the industrial chain, reflecting that Yangzhou’s excellent business environment is becoming a fertile soil for incubating new quality productivity. This year, our city will carry out six key tasks, speed up the breakthrough of the industrial chain, and create new advantages for the high-quality development of the industrial chain. It is reasonable to believe that the development of industrial machinery and robot industrial chain will usher in a better tomorrow.

　　Expert comments

　　Continue to make efforts to upgrade files.

　　□ Fu Dongli, Chief Expert of Yangzhou Industrial Machine Tool and Robot Industry Chain, Dean of Jiangsu Mechanical Design and Research Institute and Professor-level Senior Engineer

　　Industrial machine tool is the "machine tool", which is the foundation of manufacturing industry and has an important supporting position in the national economy; Robot is an important symbol of scientific and technological innovation and high-end manufacturing level, and it is also the new blue ocean of manufacturing industry in the future.

　　Yangzhou industrial machine tool industry has a long history and a solid foundation, forming the characteristics and advantages of taking metal forming machine tools as the main part, cutting machine tools as the supplement, and high-end single (set) equipment to drive the development of complete production lines. Especially in the field of metal forming machine tools, it is unique. Four of the top 10 domestic metal forming machine tool manufacturers are in Yangzhou. However, compared with advanced regions, there are still problems such as small overall scale and insufficient industrial support, which need to be continuously exerted to promote the upgrading of the industrial chain.

　　I have three suggestions: First, promote the backbone enterprises to become bigger and stronger, aim at expanding the industrial scale, and concentrate superior resources to cultivate key enterprises. The second is to consolidate the supply chain foundation of the industrial chain and promote the transformation and upgrading of traditional parts supporting enterprises to intelligent greening; Carry out professional investment promotion in the field of machine tool supporting, and strive to make a breakthrough in the local supporting of key core components. The third is to strengthen the platform construction of integration of production and education, guide key enterprises to strengthen cooperation with institutions of higher learning, and promote the construction of integration of production and education.

　

In the past, Chinese-made cars always gave people the impression that they were only equipped with pure piles. With the efforts of generations of China automobile craftsmen, they not only made great progress in quality and cost performance, but also made great progress in all aspects. Many netizens left messages and wanted to see it. Today it came. Not much to say, let’s take a look.

Let’s look at the appearance of the Pentium B70S first. The front of the Pentium B70S looks very domineering and sporty. At the same time, the headlight presents an angular design style, and the visual effect coincides with the positioning of the whole vehicle. The car is equipped with LED daytime running lights, automatic opening and closing, delayed closing and so on. Coming to the side of the car body, the size of the car body is 4555 mm * 1850 mm * 1515 mm. The car uses simple and fashionable lines, which gives people a very unique feeling. With large-sized thick-walled tires, it gives people a very spiritual feeling. In the rear part, the overall shape of the rear echoes the front of the car, and the taillights are very fashionable and generous. Coupled with the unique exhaust pipe, the shape is sharp.

Sitting in the car, the interior design of the Pentium B70S looks more capable and enhances the sense of dignity. The car looks very good outside the steering wheel, made of leather, showing a sense of atmosphere. Let’s take a look at the central control. The car is equipped with a comfortable touch-control LCD central control screen, which makes the interior style impressive and looks very simple. The dashboard and seats are also eye-catching, the dashboard design is remarkable, and the sports atmosphere is in place. The car uses a leather/fabric mix seat, equipped with functions such as electric adjustment with memory and seat proportion down, and the overall ride feels soft and comfortable.

The Pentium B70S is matched with a wet dual clutch (DCT) gearbox, with a maximum power of 124KW and a maximum torque of 258N.m.

The car is equipped with driving mode selection, remote control key, rear wiper, interior ambient light, engine start and stop, etc. The configuration performance is passable and basically satisfactory.

Such a car with the right price is enough to meet the daily practical needs, and it doesn’t take much thought to maintain it at ordinary times, and the cost performance is good. If you are going to buy a car, you might as well think about it.

　　[Global Times Comprehensive Report] Helicopters hover in the air, police cars whistle to clear the way, and the intersections leading to the EU headquarters and NATO headquarters are covered with roadblocks and heavily guarded. On the morning of the 24th, when the reporter of Global Times in Brussels went to work by subway, he heard many passengers complain: when the President of the United States came, it would be unsafe here. US President Biden, who arrived in Brussels on the evening of 23rd local time, attended three major summits here on 24th, namely, the NATO Special Summit, the Group of Seven (G7) Summit and the EU Summit. The joint statement issued after the NATO summit on 24th threw a "bombshell" at Russia, including continuing to provide military assistance to Ukraine and establishing four new battle groups in Slovakia, Romania, Bulgaria and Hungary. The statement also put pressure on China by name, demanding that "all countries, including China," "not support Russia’s war efforts in any way, and avoid taking any action that will help Russia evade sanctions.". "The Ukrainian crisis has brought the naive foreign policy of the United States into the spotlight." Hong Kong’s South China Morning Post commented on the 24th that Washington decided to deal with two powerful rivals at the same time. "This is an ominous sign full of danger."

　　"Give us one percent!"

　　"NATO, G7 and the European Union held an unprecedented summit on the same day." At 10 am local time on the 24th, the NATO special summit was held first. According to CNN, Ukrainian President Zelensky delivered a speech at the summit via video link. A senior US official who attended the closed-door summit said that Zelensky did not call for the establishment of a "no-fly zone" as usual or asked NATO to accept Ukraine, but asked the West to provide new security assistance. In his speech, Biden expounded the coordinated western sanctions against Russia and reiterated his strong support for Ukraine. Later, Zelensky called on NATO to "give us one percent of all your fighters" on Facebook. Give us one percent of all your tanks. Give us one percent! "

　　After the meeting, NATO issued a joint statement by NATO heads of state and government in official website, "condemning Russia’s invasion of Ukraine in the strongest terms", calling on Putin to immediately stop military operations and withdraw troops from Ukraine, and calling on Belarus to "end its conspiracy". The statement said that Russia’s use of chemical and biological weapons was "unacceptable" and warned that it would "lead to serious consequences". The statement also said that NATO allies will continue to provide assistance to Ukraine in the fields of cyber security and prevention of chemical and biological weapons and nuclear threats.

　　On March 24th, US President Biden and French President Macron took a group photo at the special NATO summit in Brussels.

　　Earlier, Moscow had refuted the suggestion that Russia might "use chemical and biological weapons" in its military operations against Ukraine. On the 22nd, Russian Presidential Press Secretary peskov stressed at a press conference that Russia would use nuclear weapons only when "the survival of the country is threatened".

　　The NATO statement also stated that 40,000 soldiers and a large number of air and sea assets have been deployed in the east wing of NATO, and announced the establishment of four new battle groups in Slovakia, Romania, Bulgaria and Hungary. Germany’s "Focus" magazine said on the 24th that NATO will send another 5,000 soldiers to these four countries. Washington post said that these NATO countries are surrounded by Ukraine and the Black Sea, which is very close to the current military conflict.

　　The statement also called on all countries, including China, "not to support Russia’s war efforts in any way, and to avoid taking any actions that will help Russia evade sanctions", saying that it was "worried about the recent public comments made by China officials". In addition, NATO countries also promised in their statements to substantially increase defense spending.

　　After lunch on the 24th, the G7 held an emergency meeting, focusing on coordinating its position on increasing economic sanctions against Russia. Before the meeting, CNN said that Britain would announce a "new major military support package" for Ukraine at the NATO special summit and the G7 summit. Downing Street said on the 23rd that the aid plan will include 6,000 missiles, including anti-tank and high-explosive weapons, and 25 million pounds of financial support. This will double the "defensive lethal weapons" aid provided by Britain to Ukraine so far. Britain has provided more than 4,000 anti-tank weapons to Ukraine before, and the British government will also provide bulletproof vests, helmets and combat boots to Ukraine.

　　According to the published schedule, Biden will arrive at the European Council Building at 16: 30 local time on the 24th to attend the EU Summit. He is the first American president to attend the EU summit in person. Canadian Prime Minister Trudeau, British Prime Minister Johnson and Japanese Prime Minister kishida fumio also flew to Brussels to attend the G7 summit, but they were not invited to attend the EU summit. It is reported that Biden will focus on discussing Europe’s energy strategy with EU leaders, with a view to reaching an agreement to reduce the EU’s "excessive dependence on Russian natural gas" and turn to the United States to buy more liquefied natural gas.

　　At 20: 00 local time on 24th (3: 00 am Beijing time on 25th), Biden plans to hold a press conference at NATO headquarters.

　　Sanctions against Russia will "fall disproportionately on Europe"

　　The "EU News" website commented on the 24th: "Biden’s trip may expose serious differences between the United States and Europe in further imposing energy sanctions on Russia." According to the Financial Times reported on the 24th, Belgian Prime Minister Decroo said on the 23rd that imposing sanctions on Russian energy exports would make the EU "fight a self-war — — This is not the goal. " German Chancellor Angela Scholz also said on 23rd that the immediate reduction of energy imports from Russia would mean that "our country and Europe as a whole are in recession". Reuters said on the 24th that the dollar rose and the euro fell as Biden went to Europe with a plan to further sanction Russia. "Capital seems to be saying that I don’t want to go to Europe", a market analyst told Reuters that the new round of sanctions will hit the West "disproportionately on Europe".

　　Hendrick Voss, an EU defense expert at Ghent University in Belgium, expressed his concern about sanctions to the Global Times reporter on the 24th. "Which sanctions will continue to exist and which will be temporary? What relations with Russia will be terminated? After all, the war will not last forever, and NATO will have to consider what to do after the war. "

　　"Biden arrived in Brussels, but the member States were torn apart about how to deter Russia." Washington post reported on 24th that there were differences between NATO and Washington on how to prevent the Kremlin from escalating its military actions. NATO leaders are discussing whether to let Russia guess what will trigger NATO’s greater military response, or to accurately frame under what circumstances NATO will be involved in the conflict. On the 23rd, Stoltenberg still insisted that NATO should not send troops: "We are determined to make every effort to support Ukraine, but we have the responsibility to ensure that this war will not escalate beyond Ukraine and will not become a conflict between NATO and Russia."

　　Brussels is the first stop of Biden’s trip to Europe. Biden will go to Warsaw on the morning of 25th to emphasize his support for his partners in Eastern Europe. He will meet with Polish President Duda and give a speech to American soldiers stationed in Poland.

　　"Side by side with Europe", German TV 1 said on the 24th that Biden’s attendance at the three summits within 12 hours sent a signal that the United States stood on the side of Europe and tried to maintain the current great unity. However, observers pointed out that this meeting will not make the challenges left by the Russian-Ukrainian conflict disappear. The United States will hold mid-term elections at the end of the year, and Biden’s Democratic Party may lose its majority in Congress. In Europe, countries pay more attention to Ukrainian refugees, lack of energy, soaring prices and other issues. "The West cannot solve various problems brought about by the Russian-Ukrainian crisis alone."

　　There is a "feel good atmosphere" in Washington.

　　According to the Russian News Agency reported on the 24th, Ukrainian Foreign Minister Kuleba said in an interview with Spanish media that it is increasingly difficult for EU countries to reach an agreement on new sanctions against Russia due to the situation in Ukraine. He also said that Ukrainians are disappointed with NATO.

　　The Wall Street Journal said on the 24th that Biden’s visit came at a time when the Russian Foreign Ministry warned that the relationship between Moscow and Washington was "on the verge of rupture". According to US officials, Biden will announce new sanctions on more than 300 members of the Russian State Duma and more than 40 Russian military enterprises as soon as possible on the 24th. These sanctions will be announced in coordination with EU and G7 members. On 23rd, US Secretary of State Blinken issued a statement saying that the US government officially declared that Russian troops had "committed war crimes" in Ukraine.

　　German "Focus" magazine said on 24th that the G7 meeting will especially warn countries that may try to help Russia evade western sanctions, "You may face sanctions, which is especially applicable to China". Stoltenberg also warned China "not to support the Russian war in Ukraine" on 23rd. He said, "China has provided political support to Russia, including spreading blatant lies and false information."

　　Russia’s Kommersant newspaper said on the 24th that Biden’s trip to Europe will be the most challenging foreign policy task during his stay in the White House, and he will try to maintain his ability to be a leader in the western world. During the three summits, Biden faced an arduous task: convincing his allies that the US strategy towards Ukraine and Russia is "correct", but in fact, American allies have increasingly begun to doubt the route they chose in the Ukrainian conflict. Baczuk, an expert on American issues at the Russian Academy of Sciences, said that while facing increasing risks, the West has yet to find "a way to make Russia change its actions".

　　US Democratic Senator Murphy told the Financial Times on the 24th: "This is not the time for Biden to act hastily." He also said that managing a military conflict is a tricky thing. Hong Kong’s "South China Morning Post" said on the 24th that there was a good feeling in Washington, and they believed that they "could benefit from Putin’s wrong actions". Of course, capital flight to the United States is a common windfall. But what will happen if both Russia and China expose "American bluffing"? In the United States, income inequality, racial tension and political polarization are increasing. Washington has been trying to "postpone the domestic collapse" by showing an aggressive posture in the international arena. Now, the new governments of France and Germany are promoting the "strategic autonomy" of the European continent. Beijing is not prepared to give up Moscow, but Washington has decided to deal with two powerful rivals of China and Russia at the same time. This is an "ominous sign full of danger".

　　[Ren Yan, special correspondent of Global Times in Belgium, Aoki Ren Zhong, special correspondent of Global Times in Germany, Liu Yupeng]

We are pleased to announce that preferential activities are going on in Jinan, car home. As a new energy vehicle that has attracted much attention, the starting price of BMW i5 is only 369,900 yuan, with a maximum discount of 70,000 yuan. If you are looking for a high-performance, high-quality luxury car, then BMW i5 is definitely a choice worth considering. Please click "Check the car price" in the quotation form now, and strive for a higher discount!

BMW i5 is a fashionable and luxurious medium-sized and large-sized car, and its design is full of dynamic and technological sense. The front face design of this car system adopts BMW family-style double kidney air intake grille design, and the air intake grille is decorated with chrome, which is very delicate. The body lines are smooth and the overall style is very dynamic, which shows the sports genes of BMW brand. The body size of BMW i5 is large, with the length, width and height of 5070mm, 1900mm and 1495mm respectively, and the wheelbase is 3070mm, so the overall design is very atmospheric. The rear part adopts BMW’s classic L-shaped taillight design, plus two exhaust pipes on both sides, which is very sporty. The exterior design of BMW i5 combines modern technology and traditional elements, showing the unique charm of BMW brand, and it is a very attractive model.

BMW i5 is a luxury car with a body size of 5175*1900*1520mm and a wheelbase of 3105mm. It has spacious interior space and excellent driving performance. The body lines are smooth, and the side lines are simple and smooth, showing BMW’s consistent elegance and sense of movement. The front tread is 1621mm, the rear tread is 1658mm, and the front and rear tyre size are both 245/45 R19, providing stable handling performance and excellent braking performance. Whether traveling through the city or traveling long distances, BMW i5 can provide you with comfortable driving experience and excellent driving experience.

The interior design of BMW i5 is simple and generous, and a large number of high-quality materials are used to create a luxurious and comfortable driving experience. The steering wheel is made of leather, which supports electric up and down+front and rear adjustment, so that drivers can easily find the driving posture that suits them best. The central control screen has a size of 14.9 inches and supports voice recognition control system, including multimedia, navigation, telephone and air conditioning functions, so that drivers can control the whole vehicle more conveniently. The seat is made of imitation leather, and the main and auxiliary seats can be adjusted in four directions, such as front and rear, backrest, height and lumbar support. The front seat also supports heating function, and the driver’s seat also has electric seat memory function. At the same time, the front and rear rows are equipped with Type-C interfaces, which is convenient for users to charge and connect devices.

BMW i5 is an electric vehicle with excellent dynamic performance. Its engine has a maximum power of 210 kW and a maximum torque of 410 N·m, which gives drivers a strong sense of acceleration and excellent driving experience. At the same time, BMW i5 also adopts advanced electric technology, which can realize zero emission, low noise, high efficiency and energy saving driving experience. It is an excellent electric vehicle with both performance and environmental protection.

During our test drive of BMW i5, we found that the design of this car was excellent. As the owner of car home said, its front face looks good and its side looks ordinary, but its overall face value is quite good. The rear design of this car is quite satisfactory, but it is still very attractive. If you are considering buying a BMW i5, its design will certainly not let you down. Overall, this is an excellent model, and its performance and driving experience are also excellent. We strongly recommend that you take a test drive and experience its charm for yourself.

In appearance, the shape of this car is very beautiful, and the design of the front face is very distinctive. The middle net adopts a hexagonal design with a large logo embedded in the middle, while the middle net also adopts a hexagonal design, and the interior adopts a lattice layout. Moreover, on both sides of the middle net, the headlights are very sharp in shape and support height adjustment. This function can further improve the lighting effect of this car, and the air intake below is also designed in a penetrating way.

In the interior design, it is still familiar with the popular style, but it is more refined in some details. The center console is made of a large area of black piano paint, and chrome trim strips are added in the central control position, which improves the texture of the car to a certain extent. The layout of the central control is relatively simple, and a small number of physical buttons and multimedia knobs are added in the center console to enhance the scientific and technological atmosphere in the car. In terms of materials and workmanship, Jetta vs5 has also reached the level that this level model should have, with a large area of hard plastic and soft.

The length, width and height are 4418×1841×1616mm respectively, and the wheelbase has reached 2630mm. In the same class, the wheelbase of Jetta VS5 ranks 181st. The skylight of Jetta VS5280TSI automatic flagship high-gloss version provides a larger view, which can create a better visual environment and good sensitivity for the rear passengers and increase the light entrance for the whole vehicle. Among the models of the same price and class, the trunk volume of Jetta VS5 ranks 98th. The storage space in the car is quite satisfactory and basically sufficient. The interior space of the luggage compartment is relatively regular, with very good longitudinal depth and high expansibility, and the space performance is generally ideal.

Jetta VS5 is equipped with a combination of 1.4 turbocharged engine (direct injection) and automatic manual (AT). The whole power parameters are superior in power performance among engines of the same class, which can provide better power performance. Jetta VS5′ s official measured zero-acceleration score is 10S, ranking 189th among more than 800,000 SUV models.

Jetta VS5 has complete active/passive safety configuration, includingAutomatic parking、Zero tire pressure endurance tire、Automatic parking、Steep slope descent、hill start assist control、knee airbag、HUD head-up display、Anti-lock braking (ABS)、Braking force distribution (EBD/CBC, etc.)、Brake assist (EBA/BAS, etc.)、Traction control (ASR/TCS, etc.)、Active noise reduction、Engine start and stop、Side safety air curtain、Wireless charging of mobile phone、night vision system、LED daytime running lights、Forward reversing radar、Tire pressure monitoring、Steering wheel heating、Body stability control (ESP/DSC, etc.)、Rear reversing radar、Fatigue reminder、Remote parking、Child seat interface、Lane keeping (LKAS)Equal configuration.

Among them,Automatic parkingYou can avoid stepping on the brakes for a long time or needing to pull frequently;Steep slope descentCan safely pass through steep slope road conditions at low speed;knee airbagReduce the injury of the car interior to the occupant’s knees in the secondary collision.

In order to get a more comprehensive and objective understanding of Jetta VS5, you can go to the Easy Car Jetta VS5 Forum and browse the messages of users who have bought this car in history.

On December 26 th, according to @ LatePost, AITO asked the world in 2024.The annual sales target is 600,000 vehicles.The M8 is planned to be released and mass-produced next year, when at least four models will be on sale. AITO has communicated the above sales targets to upstream supply chain manufacturers.

Cyrus responded: "The sales target is dynamically adjusted according to the internal and external environment. The goal of our joint business with Huawei to achieve production and sales of one million vehicles in 2026 has not changed. We hope to take a solid step next year."

IT House previously reported that Huawei today launched a brand-new model, the M9, with an official guide price of 469,800 yuan.Two hours on the market will definitely break through 10,000..

The length, width and height of the new car are respectively 5230/1999/1800mm, with a wheelbase of 3110mm.. The wind resistance coefficient is 0.264, and five colors are available, including two solid colors and three double colors.

The 0-100km/h acceleration time of the M9 pure electric version is only 4.3s, and that of the extended range version is 4.9s. It is equipped with 4-piston fixed calipers, and the braking distance of 100-0km/h is only 34.9m, and the maximum torques are 673N?m and 675N?m respectively. The M9 series of Wenjie is equipped with owl enhanced steering technology with a turning radius of only 5.8m..

The pure electric version is equipped with Huawei’s "Whale" 800V high-voltage battery platform, with a battery life of 150km for 5 minutes and an 800V high-voltage silicon carbide high-efficiency motor.CLTC has a comprehensive endurance of 630km..

The M9 extended range version provides 52-kilowatt-hour and 42-kilowatt-hour versions.The comprehensive endurance of CLTC reached 1402km and 1362km respectively.The pure battery life is 275km and 225km respectively.

Related reading

The official release of M9: equipped with Huawei’s latest full-stack technology solution, starting from 469,800 yuan.

Practical, affordable and comfortable are the characteristics of mainstream models. Take a closer look, they are the ones who run more on the road. The competition in the automobile market is still very fierce. What Xiaobian brings today is. Next, let’s see if its highlights can attract you with Xiaobian.

Let’s take a look at the appearance of Cadillac XT5. The design of Cadillac XT5′ s front face has taken a rounded route, and with the three-piece net, it looks very dynamic and lively. Coupled with the headlights, the momentum is quite sufficient. The car is equipped with LED daytime running lights, automatic opening and closing, adaptive far and near light, delayed closing and so on. Coming to the side of the car body, the size of the car body is 4813 mm * 1903 mm * 1686 mm. The car adopts steady lines, and the side wall looks very fashionable and sporty. With large-sized thick-walled tires, the overall visual effect is very delicate. Looking back, the Cadillac XT5 has a deep tail line, and the taillight style is more domineering and stylish. Coupled with the unique exhaust pipe, the overall shape is still very attractive.

In terms of interior, the interior design takes a dynamic route, which reflects the sense of design. The car’s steering wheel is eye-catching, equipped with electric up and down+front and rear adjustment, steering wheel memory, steering wheel heating and other functions, giving people an eye-catching feeling. Let’s take a look at the central control, which is decorated with an 8-inch central control screen, which makes the interior design quite layered and looks quite fashionable. The interior feels good. Let’s take a look at the dashboard and seats. The dashboard of the car presents a delicate design style, and the trendy design elements make people remember it at a glance. The car uses leather seats, the seats are wrapped in place, and the overall ride feels soft and comfortable.

Next, look at the configuration. Cadillac XT5 is equipped with car networking, driving mode selection, remote control key, rear wiper, interior atmosphere light and other configurations.

What’s your main impression of this car after reading the whole article? Many people buy SUVs because of their stronger passability. The car is practical and fully equipped, and it is a good helper for home travel.

Source: connected Insight

Editor/Zhou Xiongfei

Is it better for enterprises to do marketing and seek growth by placing brand advertisements or effect advertisements?

In the past decade, the answer to this question may be more inclined to effect advertising.

According to statistics from consulting firm Bain, from 2013 to 2022, the proportion of effect-oriented advertising in the overall advertising budget increased from 20% to 70%.

It’s not hard to understand,During the ten years from the prosperity of mobile Internet, traffic has become the best business carrier and the best advertising carrier.

Even looking back at several business wars in China’s Internet history-from search to social networking, to O2O, to payment, and then to content platforms, the wars among giants have always revolved around traffic portals. Today, advertising is still one of the most important business models of these giants.

In this process, brands are faced with more channels to reach users, more ways to reach them, and lower customer acquisition costs.

To some extent, this is one of the main reasons for the popularity of effect advertising in the past decade. Enterprises continue to enter the new platform, with the help of platform bonus period for effect advertising, get traffic and get short-term sales.

However, in the past two years, with the peak of mobile Internet traffic, the overall advertising marketing environment and logic are undergoing some changes.

Brands have found that blind large-scale play is no longer applicable.

The reason is that traffic growth is getting harder and harder, and the cost of getting customers is getting higher and higher. Even if they can achieve a more accurate "thousands of people" through the marketing tools provided by the platform, the effect may not be so ideal. There are only 2-4 Internet advertisements that consumers can remember on average, but the competition is already ubiquitous and increasingly fierce.

At the same time,After a long period of downturn, the value of brand advertising is being re-examined. The mainstream marketing trend in the future is "equivalent quality and efficiency".

According to the report of "2022 China Advertiser Marketing Trend Survey", over 60% of advertisers agree with the view that "the peak of effect advertising traffic and high cost will promote the return of brand value".

Even in the longer term, the importance of brand advertising continues to increase. Under the background of the disappearance of demographic dividend, competition is gradually shifting from the production side and the channel side to the user’s mind. At this level, the compound interest advantage of brand advertising is more obvious.

Behind this, those brand marketing media that were neglected to some extent in the past also need to be revalued urgently.

For example, relying on smart TV’s big-screen advertising OTT marketing.

Recently, during the GDMS Global Digital Marketing Summit in 2023, Wired Insight had an in-depth dialogue with Chen Gaoming, general manager of commercial marketing brand of Xiaomi Internet Business Department, and discussed the changes in the current overall marketing environment, the marketing concept and development of Xiaomi OTT, the link collaboration that OTT has created for customer brand marketing and the commercial value of OTT.

The following is the details of the dialogue. On the basis of retaining the original intention, the connection Insight has been slightly deleted and modified.

The marketing environment has changed,

How to measure the value of effect advertising and brand advertising?

Wired Insight: what is the difference between the overall marketing environment this year and the past?

Chen Gaoming:The whole industry can be divided into three parts: product, effect and sales, which are brand advertising, effect advertising and sales promotion. According to incomplete statistics, effect and sales account for 80%, and 800 billion of China’s 1 trillion marketing market is effect advertising.? ??

There are two reasons. First, the structure of advertisers is changing. In the past, all the leading enterprises in the industry paid attention to brand marketing, and they chose traditional brand advertising forms such as placing TV advertisements, publishing newspapers, or asking celebrities to endorse them.

With the development of the Internet era, customers need to consider more diversified marketing scenarios. Although brand marketing is still in the planning, the birth of new formats such as e-commerce has divided the cost of brand marketing to some extent.

The second is that some emerging white-label enterprises have not yet developed to the stage of brand marketing. With the rise of the e-commerce industry, many industries in China have changed from OEM to self-management. Some emerging companies that subdivide the track have opened up a new marketing structure based on online channels. The marketing method is KOL promotion combined with e-commerce promotion. Under this logic, enterprises will focus on effect advertising in the initial stage of development.

This also leads to the change of advertising structure and share in China, and the proportion of effect advertising and sales expenses is rising.

However, judging from the strategy of budget allocation of advertisers, quality, efficiency and sales are the three major paths of enterprise marketing. I think brand advertising will still be valued, and the degree of attention will pick up in the future. Similar products and sales channels tend to be homogeneous with development, and the real difference will return to brand building.

According to the data of China Top 100 Brands List in 2023, although it is inferior to the highest level in history two years ago, the total brand value still exceeds the trillion-dollar mark, reaching 1.01 trillion dollars, which is still 13% higher than that in 2019.

As the soul of an enterprise, a brand is recognized by different customers by conveying lifestyle and value.For example, the success of Coca-Cola and Pepsi-Cola lies in their different brand tonality, but in fact, the products are not differentiated.

This is also in line with the future development trend of enterprises in China. The development of products must be from product-driven to brand-driven, especially exported to the whole world. The output is not only products, but also values and culture.

Wired Insight: everyone is talking about the value of domestic products now. What is the significance of brand building for domestic brands?

Chen Gaoming:China factory is good at making products and channels. Product parameters and pricing can be quantified and measured, and R&D innovation can also be copied. At the same time, enterprises are willing to tryVarious channels.

When product strength and channels develop to a certain extent, enterprises compete for brand building or team organizational ability. After the necessary pain, they may realize the importance of brand and start organizational and cultural construction of the whole enterprise.

First open the external market, then do brand building, which is the basic logic of the second growth.

I think many domestic brands have gone through different stages at present. Many operators are still in the forefront of the market. The company is in the stage of rapid development and has not yet returned to brand building.

Enterprises need to go through great pains and find the attribution accurately if they want to have this kind of cognitive change. When there is still room for development in other fields, the marketing of enterprises may return to the comfort zone.

Brand marketing is a kind of belief, which cannot be quantified and is difficult to predict. It can only be believed that it may get better in the future, which is different from ROI investment.

Wired Insight: what is the value of brand advertising for the long-term development of enterprises?

Chen Gaoming:Enterprises have different understandings of brand marketing. Now there are different theoretical debates. Some people think that brand power is greater than product power, and some people think that it is the era of product power. Brand power greater than product power is IQ tax, and product power greater than brand power is more cost-effective and more in line with modern consumers.

Focusing on product strength or brand strength is actually two ways that are not contradictory. Brand promotion scenarios and value orientation, while products focus on showing differentiation, with the ultimate goal of increasing sales. In fact, the two methods can be combined.

Connected Insight: In 2024, what are the opportunities and challenges for Xiaomi’s commercial marketing?

Chen Gaoming:The first is transformation, which is divided into two levels.

The first level is that many foreign customers return to the main position of brand building. No longer invest more in short-term ROI and effect. The second change is that private enterprises will exert their strength and pay more attention to brand building.

OTT marketing, why has it become a new highland of marketing?

Wired Insight: What impact does the change in the overall marketing environment have on Xiaomi’s commercial marketing?

Chen Gaoming:I think no influence is false, but Xiaomi’s commercial marketing also has its own differentiated advantages. Many of our customers’ marketing strategies are shifting to the direction of effect and small and medium-sized, which is a process of adjustment according to different stages of their own enterprise development.

There are two main messages we need to convey to our customers. The first point is to pay attention to brand building, which is the guarantee for the long-term development of enterprises. Second, there are many ways to do brand marketing. In the choice of media, OTT family scene big-screen TV advertisements are valuable.

First of all, OTT adapts to a large number of users in family scenes. In the first half of 2023, the daily life scale of domestic OTT exceeded 164 million. By the end of 2023, the number of smart TV activated households was 326 million. Secondly, compared with the small-screen mobile phone that usually receives complicated information, the impact and exposure effect brought by the high-definition presentation of large-screen advertisements and the exclusive rate of single play are better, which is helpful to impress the audience and enhance brand awareness.

I think OTT is still an undervalued potential stock, although many customers are already putting it in. I understand it as one of the four important brand media forms besides outdoor, long video and elevator advertisement.

Connect insight: what is the difference between ott launch and previous TV advertisements?

Chen Gaoming:The difference is quite big. Traditional TV advertisements are broadcast at a fixed time and may be distributed on different channels. In the past, we watched what was broadcast on TV, but now Internet TV is what we want to watch.

We designed a creative advertisement for starting the TV, which was played at the time when the TV started, and it was a real zero-level entrance service. The scope of delivery can be determined by city, province or DMP. These are all applications of Internet technology of smart TV, which are essentially different from traditional TV.

In a sense, the cost performance of smart TV customers is higher and the input-output ratio is higher.

For example, the effect is more real, with a third party monitoring, and the data can be controlled online; Second, the network delivery effect is better. Traditional TV advertisements need to deliver many channels, and there is a problem that the reach of users may overlap. Smart TV benefits from the operation of the algorithm, which makes the authenticity and cost performance of customers’ input and output far exceed that of traditional TV.

Wired Insight: Other TV brands are also talking about OTT, but so far it has not reached popularity. What are the reasons?

Chen Gaoming:The educational achievements are far from being achieved. We see that the current situation of some customers is that they have not invested money in brand building, but have focused on ROI and effect advertising. But there are also some big companies that have realized this. Building a brand affects people’s minds and enhances users’ sense of identity. If people are looking for goods, they will not worry about buying channels.

Many big brands are still looking for goods. In fact, this cost is not cost-effective, because he invested so much, did not add new users, but only transferred the sales channel. For example, decision makers in some enterprises do not watch TV at ordinary times, but consumers are actually watching TV, which forms an information gap.In fact, the cost performance and return of advertising in OTT family scenes are much higher than other media, and it is also a low value.

The first thing we do to promote OTT is to explain to users that our form is innovative and cannot be evaluated by traditional TV OTV. After the cooperation is reached, we will also cooperate with the third party to verify the advertising effect in three time periods: before, during and after the investment.

In fact, it is not easy to adhere to OTT, because we are not only meeting the demand, but also creating the market, and at the same time creating and promoting the norms and standards of this industry.

Wired Insight: What is the real form innovation of the advertisement in Xiaomi OTT Ecology?

Chen Gaoming:The first aspect is visual impact.This is very important for advertising. We have always made breakthroughs in advertising creativity, and we have a professional marketing creative team. For example, the 3D creative starting materials we created are not only compatible with various media, but also can be directly reused in outdoor and other large-screen media. These high-quality and shocking content materials can also be directly provided to customers.

The second aspect is the exploration and innovation of OTT, mobile phone and TV interaction. For example, add AI interaction when giving live college broadcasts to customers; Put a QR code or clickable link after the TV advertisement is played, and jump directly to the brand page. In the AR multi-screen interactive project we made for Volvo, in just 6 days, the exposure of AR exceeded 350w, and the total exposure of OTT terminal also exceeded 500 million.

These innovations in the OTT industry are actually Xiaomi OTT’s first exploration and seeing the actual effect, which is also the differentiation and innovation breakthrough that I have been asking the team to do.

Connected Insight: What effect did Xiaomi OTT’s advertisement bring to customers?

Chen Gaoming:Our advertising has two effects. The first effect is that users choose to experience after watching advertisements, and this kind of data may be hundreds of thousands or millions. The advertising effect of the second layer is to treat the user experience as an event marketing and make a diffusion effect.

For example, Pepsi-Cola makes an automatic cooking machine, and the advertising content is about an automatic cooking intelligent device that can be implanted with Pepsi’s customized menu. The number of first-tier advertisements that attract users to buy machines may not be large, but you can ask Gourmet KOL to cook with this smart device. The video taken as a content spreads on the Internet, which is the second-tier effect of advertisements and its real value.

Connect Insight: Xiaomi OTT ecology, is there a project linked with Xiaomi ecology? Are there any advertisers who consider advertising based on the ecological chain?

Chen Gaoming:If the advertisement is placed on the whole ecological chain of Xiaomi, it must be us and the customers who have deep cooperation, whether it is our mobile phone, TV, speaker or bracelet. Maybe only Xiaomi in China can really do intelligent ecological linkage and do some AIoT projects like this.

First of all, we will choose a particularly suitable customer. When the customer’s brand tonality, the pursued user experience or some scenes are adapted to us, and the value of Xiaomi ecological chain is recognized, we will deepen innovation and development with customers.

For example, the cooperation project of Merrill Lynch antipyretics with Xiaoai classmates and second-second intelligent thermometers, through AI plus IoT, can ask Xiaoai assistant to record the baby’s temperature changes in real time and provide nursing tips. This is a joint cooperation between advertisers, OTT and Xiaomi ecological chain. This integrated marketing of AIoT is the advantage of Xiaomi’s business ecology, and the project plan and implementation need to be repeatedly scrutinized.

Wired Insight: What do you think of the OTT marketing "breaking the circle" in 2024?

Chen Gaoming:The real broken circle is not caused by factors, but by internal problems. Due to the large number of players in the industry and the lack of a unified big market, OTT’s circle breaking speed is slow.

I hope to explore with players in the industry, focusing on value: creating value, transmitting value and verifying value.First of all, creating value includes the upgrading of marketing theory and the acceptance standard of big screen and other industry trends. Secondly, pass the value to customers and industries to promote cooperation; Finally, verify the realization of value.

Wired Insight: if you use three keywords to set the tone for the marketing trend in 2024, which three will you use?

Chen Gaoming:The first is rationality. Don’t expect too much from the market. Don’t be too pessimistic.

The second is the breakthrough, not only the action, but also the breakthrough of thought, idea and cognition.

The third is growth. In essence, all marketing problems are growth problems. The goal of all brands is to grow. At present, we are far from the ceiling of the industry, and there is still a lot of room for growth.

Special statement: the above content only represents the author’s own views or positions, and does not represent the views or positions of Sina Finance Headlines. If you need to contact Sina Financial Headlines because of the content, copyright or other issues, please do so within 30 days after the above content is released.