Text | Niu Dao Finance Jiang Tong

With the success of Company No.9, Gao Lufeng entered the Red Sea of electric bicycles.

The electric bicycle industry is extremely involuted, which goes deep into villages and towns in China. It is not easy to get out of many enterprises, and the secret of the success of Company No.9 is the differentiated high-end.

Not long ago, Company No.9 held a new product launch conference. Gao Lufeng, founder and chairman of No.9 Company, said, "Based on our scientific and technological innovation and market insight, we hope to make the blue ocean bigger and the red sea blue, and win-win with the market and users."

In the eyes of the public, Company No.9, which firmly occupies the high-end market of electric vehicles, seems to be the most promising king to subvert the electric vehicle market.

However, if a fish knows how to drink cold and warm, it will become a high-end company, and at the same time, Company No.9 can’t escape the niche.

For a long time, the sales volume of No.9 electric vehicle is not at the same level as that of Yadea and Emma.

According to Sina Finance, in 2022, the total annual sales volume of electric scooters and electric bicycles in Yadea was 14.01 million, while the annual sales volume of Emma’s electric bicycles and electric two-wheeled motorcycles was 10.51 million. According to the annual report of No.9 Company, as of March 2023, the cumulative domestic shipment of No.9 electric vehicles was 1.5 million.

With such a big sales gap, can Company No.9 really rely on hard-core technology to achieve counterattack?

Relying on science and technology, Company No.9 is firmly in the high-end market.

In 2012, Gao Lufeng and Wang Ye jointly founded Company No.9, mainly involved in the field of short-distance transportation.

Different from ordinary entrepreneurs, Gao Lufeng, who graduated from Beihang University majoring in aircraft manufacturing, has been focusing on science and technology and innovation since the beginning of his business.

Gao Lufeng once said: "The company’s performance growth is mainly based on continuous innovation, constantly improving the scientific and technological content of products and enabling products to land."

At that time, Company No.9 successfully earned the first bucket of gold by relying on the first generation of intelligent balance cars with self-balance status.

Around 2013, with the rapid growth of mobile phone business, Xiaomi announced the "Xiaomi Ecological Chain" plan, and prepared to invest in 100 AIoT enterprises in the next five years.

Gao Lufeng was keenly aware that this was an opportunity for the rise of Company No.9, so he reached a cooperation with Xiaomi Company. In 2014, with advanced science and technology, Company No.9 became a member of Xiaomi’s ecological chain, and received A-round investment of more than 80 million US dollars from stars such as Xiaomi, Sequoia and Shunwei.

Facts have proved that Gao Lufeng’s choice is very correct, and cooperation with Xiaomi has indeed laid the foundation for the future development of No.9 company.

On October 19, 2015, with the official appearance of the No.9 balance car at the Xiaomi conference, Lei Jun also announced that it would be sold in Xiaomi omni-channel, and the No.9 balance car quickly became popular in the market and instantly became a phenomenal explosion product.

At the same time, in order to improve the technical core strength of No.9 Company, in 2015, No.9 Company successfully acquired Segway, the originator of the world balance car. After the completion of the acquisition, Company No.9 not only owns more than 400 global industry core patents, but also becomes a global leader in the field of intelligent short-distance transportation.

Since then, with the development strategy change of No.9 Company, the balance car is no longer its core business, but its concept of product strength has not changed.

According to the data of iResearch, one of the important elements that more and more consumers consider when buying a car is intelligent function.

The No.9 electric vehicle has a strong lead over other products in software and intelligent technology. In December 2019, Company No.9 officially released its first intelligent electric two-wheeled vehicle, which not only has a product design with both practicality and recognition, but also brings a subversive riding experience with its technological sense design. Many No.9 users feel that "No.9 is Tesla in the electric vehicle industry", which will be unforgettable once it is used.

With advanced scientific and technological design, the No.9 electric vehicle has quickly occupied the high-end market of smart electric vehicles since its listing.

According to the annual report of No.9 electric vehicle, in 2020, the sales volume of No.9 intelligent two-wheeled electric vehicle will exceed 100,000 in the first year of listing; In 2021, the production and sales volume of No.9 intelligent two-wheeled electric vehicle reached 420,000, with a year-on-year growth rate of 300%; In 2022, the sales volume of No.9 intelligent two-wheeled electric vehicle was 826,000, with a year-on-year growth rate of 96.6%.

According to the data of "White Paper on Two-wheeled Electric Vehicle Industry in China in 2023", Company No.9 has always been the first in the high-end market of two-wheeled electric vehicles by continuously focusing on brand technology innovation. According to the comprehensive sales data of two-wheeled electric vehicles in 2022, among the high-end product lines of more than 5,000 yuan, the sales volume of Company No.9 is in the first position in the industry, among which among the top10 models with sales volume of more than 5,000 yuan, Company No.9 has 8 models on the list.

In October, 2020, Company No.9 was listed in science and technology innovation board, Shanghai Stock Exchange, and successfully completed a gorgeous turn of a startup.

02 high-end positioning, but in the embarrassing position of small profits.

With the rapid development of No.9 company, its revenue level has been rising in recent years.

According to the annual report of Company No.9, in 2020, Company No.9 realized annual revenue of 6 billion yuan, a year-on-year increase of 30.88%, turning losses into profits for the first time, and the net profit attributable to owners of the parent company was 73.3264 million yuan; In 2021, Company No.9 achieved annual revenue of 9.146 billion yuan, a year-on-year increase of 52.36%, and net profit attributable to owners of the parent company was 411 million yuan; In 2022, the revenue exceeded 10.1 billion yuan, a year-on-year increase of 10.7%, and the net profit returned to the mother was 451 million yuan.

However, although the operating income statement of Company No.9 is strong, its gross profit margin is not optimistic or even ugly.

According to the financial report of No.9 company, although the company’s operating income has increased year by year and the growth rate is not low, its gross profit margin has been declining all the way.

From 2018 to 2021, its gross profit margin was 28.86%, 27.42%, 27.69% and 23.23% respectively.

Although compared with other two-wheeled electric vehicles, the gross profit margin of No.9 electric vehicle is very considerable, but as a brand focusing on the high-end market, its revenue has increased well, but its gross profit margin has been declining, which is not a good sign.

All along, Company No.9 has been in an awkward position of small profits, which has a great relationship with the deep bundling of Xiaomi Company.

In the early days, relying on the big tree of Xiaomi Group, Company No.9 did not worry about order income even though its wings were not full. In 2017, Xiaomi Group contributed more than 1 billion yuan in orders to Company No.9, accounting for 74% of its total revenue; In 2018, Company No.9 received an order of 2.434 billion yuan from Xiaomi Group.

However, although the income is good, it is difficult for suppliers to obtain high profits because Xiaomi products win with cost performance.

According to the prospectus No.9, the products of Company No.9 are in a state of small profits because Xiaomi products are oriented to cost performance and mainly adopt the profit sharing model. From 2017 to 2019, the gross profit margin of Xiaomi’s products sold by No.9 Company was 22.46%, 20.79% and 15.11% respectively, while the gross profit margin of No.9 Company’s own brand was as high as 42.58%, and the gross profit margin of Xiaomi’s products was significantly lower than that of its own brand products.

In order to increase the gross profit margin, Company No.9 chose to gradually untie Xiaomi Company and reduce the proportion of Xiaomi products in the company’s operating income.

I have to say that this move has indeed improved the gross profit margin of Company No.9.. According to the financial report, in 2022, the gross profit margin of Company No.9 rose to 25.97%, up 2.74 percentage points year-on-year. However, the net interest rate of Company No.9 also dropped to 4.43%, down 0.03 percentage point from the same period of last year.

At the same time, after leaving Xiaomi, the performance growth of Company No.9 is basically at a standstill.

Although the revenue and net profit of Company No.9 in 2022 still showed a double increase trend, compared with 2021, the growth rate of revenue and net profit returned to the mother dropped significantly.

In this regard, Company No.9 explained to the media that due to the epidemic situation, the logistics in some areas was interrupted, which led to the shortage of some important raw materials and parts of the company, resulting in delayed delivery.

However, Zheshang Securities analyzed that there will be some pressure on the short-term income of Company No.9, which is actually related to the decline of Xiaomi channel income.

Obviously, although Company No.9 wants to leave Xiaomi to achieve soaring, it seems that the road ahead is not easy.

03 quality problems are frequent, and the prospect of No.9 is not optimistic.

What’s even more embarrassing is that although Company No.9 relies on powerful intelligent technology to achieve cornering overtaking in the two-wheeled electric vehicle market, its product quality problems are frequent, so it has been criticized by many consumers.

According to Shandong Business Daily, in June 2022, Ms. Liao, who lives in Shantou, Guangdong Province, bought a No.9 n70c electric bicycle worth 3,599 yuan in a local No.9 electric bicycle shop.

Unexpectedly, less than half a year after the purchase, there were various failures. Although several dashboards were replaced, they still failed to solve the problem. There are still system failures such as black screen, Bluetooth unable to connect, and APP showing that the vehicle is offline, but the vehicle has been unable to start and use normally, and it has become an electric brick.

On the black cat complaint platform, there are more than 8,100 complaints about No.9, most of which are about quality problems such as "the battery starved to death", "the intelligent system failed during the warranty period" and "the electric vehicle has great safety hazards".

In addition to frequent quality problems, consumers are also very dissatisfied with the after-sales service of No.9 company.

A consumer said on the black cat complaint platform that his No.9 electric car had 40 batteries left, but it broke down and couldn’t be started at all. After contacting the store, the other party asked him to send it to a 12-kilometer store by himself. After contact, no one handled it, and the store said that only one master could not come to the door. He was very disappointed with the after-sales attitude of Company No.9..

In the sampling inspection of relevant departments, the No.9 electric vehicle also failed many times.

In October 2022, Beijing Fengtai District Market Supervision Administration announced the results of product quality supervision and spot check in 2021, which showed that a No.9 electric bicycle produced by No.9 Technology Co., Ltd. was found to be unqualified, and the items involved were "speed warning sound and short circuit protection".

With more and more consumers complaining about the quality of No.9 electric vehicle after use, it will inevitably bring bad reputation to No.9 company.

Recently, in order to find a new growth curve, Company No.9 began to touch the "other economy", hoping to find a new competitive advantage in the unique consumption field of young women.

However, although this group has great consumption potential, it obviously has higher requirements and pays more attention to consumption quality, experience and service.

If Company No.9 can’t actively improve after-sales service and product quality, then the new growth curve may be just a mirage and may not be realized.

Although the dream of Company No.9 is good and it has advantages in the field of intelligence development, it still needs a lot of efforts to make the blue ocean bigger and the red sea blue.

[Know the way of the car industry] Let’s take stock of what big events happened in the car circle on October 19, 2024.

Automobile Event 1: Guangzhou Automobile Group plans to transfer the equity of BYD joint venture company for 104 million yuan.

On October 18th, Guangzhou Automobile Group announced its plan to publicly list and transfer all its shares in Guangzhou GAC BYD New Energy Bus Co., Ltd., a joint venture with BYD, with a reserve price of about 104 million yuan.

The equity transfer indicates that the cooperation between Guangzhou Automobile Group and BYD in the field of new energy buses is coming to an end.

Guangzhou GAC BYD New Energy Bus Co., Ltd., a joint venture between GAC Group and BYD, has been committed to the research and development and production of new energy buses since its inception. After the completion of the equity transfer, Guangzhou Automobile Group will no longer hold any shares of the company, and BYD has not given up its preemptive right.

Car incident 2: Buick GL8 launched a limited-time discount for business class on land, with 197,900 after the discount.

A few days ago, we learned from Buick officials that it launched preferential activities for its medium and large MPV——GL8 land business class model, with a limited-time preferential price of 19.79-25.09 million yuan. At the same time, the government also introduced a replacement subsidy of up to 30,000 yuan (the national trade-in subsidy is up to 15,000 yuan+the brand replacement subsidy is up to 15,000 yuan) and a variety of flexible financial programs.

Automobile Event 3: "MAEXRTRO Zunjie" will launch the Guangzhou Auto Show and be officially listed in early 2025.

Recently, at the 2024 World Intelligent Networked Automobile Conference, Yu Chengdong, managing director of Huawei, chairman of terminal BG and chairman of smart car solution BU, said that the first model of "MAEXRTRO Zunjie" jointly launched by Huawei and JAC Automobile will make its debut at the 2024 Guangzhou Auto Show, which opened on November 15th. It is expected that the new car will be officially launched before next spring, and its final price will exceed 1 million yuan. In addition, Yu Chengdong also said that in 2025, Huawei will launch ADS4.0 to realize L3-level assisted driving in commercial high-speed and pilot L3-level assisted driving in urban areas.

"Daily Car News", here is the latest car news of the day, please continue to pay attention to "Know the Way of Cars".

　　The word "volume" is the most distinctive label in today’s automobile industry. At the moment when the automobile market is scrambling to occupy the forefront of the market, the competitive direction of many cars is not only to configure the volume value, but also to be intelligent. However, many domestic new energy vehicles, such as ACC adaptive cruise system, have become standard, and the direction of the next volume of the car company is bound to be some more advanced intelligent driving assistance systems.

　　I, born in the all-electric digital platform, has four technical characteristics, such as high efficiency, high performance, high intelligence and high security. With high intelligence, it also has a high-level intelligent driving assistance system. The biggest difference between it and the general intelligent driving assistance system is that it has added a higher-level integrated adaptive cruise enhanced version and high-speed pilot intelligent driving assistance function, and the more detailed driving assistance action details from point A to point B. What will its performance be like? In the magic mountain city of Chongqing in 8D, let’s experience it.

　　On the deep blue SL03i, how about the hardware of Zhijia?

　　The dark blue SL03i we test-drive is equipped with a variety of sensing components, including 5 millimeter-wave radars, 12 ultrasonic radars, 6 micro-touch sensors, high-precision satellite system, capacitive touch-sensitive steering wheel sensor, 10 smart cameras with different pixels and different viewing angles inside and outside the car, and a DMS camera. Obviously, this is a low-cost intelligent driving hardware scheme that is not pure vision or laser radar. The cooperation of various sensing components can give full play to their respective advantages and realize 360-degree all-round monitoring.

　　In addition to hardware, the intelligent driving system of Deep Blue SL03i not only provides conventional maps and high-precision maps provided by Gaode, but also has a large-scale data pool. Based on a large number of open road tests, a large number of data accumulation and simulation training, as well as continuous optimization of algorithms and integration of software and hardware, the paper parameters and actual experience of this system can achieve a good result.

　　Deep blue SL03i has both traditional dashboard and AR-HUD. Its imaging size is equivalent to 53 inches, and the information that can be displayed here is very basic but critical. More finely on the central control screen, it shows the surrounding road conditions very accurately. Vehicles, lanes and obstacles will be displayed, all thanks to the capture and identification of the surrounding environment by the on-board hardware system.

　　The car system supported by Qualcomm Snapdragon 8155 can provide more critical computing power for intelligent driving. In addition to the highly intelligent IACC-L integrated adaptive cruise enhanced version, it is also equipped with NID pilot intelligent driving assistance system, which is a set of driving assistance system based on navigation path. It relies on high-precision maps to achieve pilot-assisted driving on supported expressways and some urban express sections, and it can achieve pilot-assisted driving from point A to point B on the road, which can achieve more advanced self-driving.

　　Our experience just happened to catch up with Monday, and it was still in the mountain city of Chongqing, which is known as the 8D magic city and may be the most complicated road network in the world. The experience of assisted driving on such complicated and changeable road conditions with dense traffic and frequent road construction is a great test of the intelligent driving skills of Deep Blue SL03i. In fact, except for some high-speed sections, the occasional urban road conditions in Chongqing also intermittently support the coverage of high-precision maps. So what is its actual performance here?

　　Urban Expressway+Expressway Intelligent Driving Experience

　　Under ideal conditions, this intelligent driving system of Deep Blue SL03i can make the vehicle travel from point A to point B automatically according to the route set by navigation. In this process, it can not only overtake the slow-moving vehicle, avoid danger, but also choose a better route independently. The experience is actually very close to automatic driving. However, it should be noted that under the current technical level and the requirements of laws and regulations, all functions are only auxiliary, and the driver can’t be the shopkeeper of cutting.

　　Specific to IACC-L, the operation of activating the system is very simple. When the vehicle drives to a road covered by a map, a steering wheel icon will pop up on the dashboard to remind you that you can turn on the function. After turning on, the vehicle can automatically drive according to the destination set by navigation. In actual use, the IACC-L startup operation of Deep Blue SL03i is quite simple. Like most cars, the system can be successfully activated by continuously dialing the electronic gear twice after being prompted, and the adjustment of the following distance and speed can be completed through the buttons on the left side of the steering wheel.

　　It is worth mentioning that in Chongqing, where traffic jams are frequent, when the driver turns on the function setting of high-speed pilot intelligent driving assistance or integrated adaptive endurance assistance, the gear will be the lowest gear "1st gear", so the following distance will be more in line with the driving habits of actual users. Officials say that the minimum following distance in this state can be controlled at 2m, and it is more difficult to be "jammed" by other vehicles.

　　The area covered by high-precision map on high-speed will display the red stamp of "NID" on the map, and when driving here, the system will automatically switch from IACC-L integrated adaptive cruise enhanced version to NID high-speed navigation assistance. Compared with the integrated adaptive cruise enhanced version, the biggest difference of this high-speed navigation aid is that it can realize automatic ramp up and down and route planning. On the expressway, its function is basically the same as that of automatic driving.

　　This system can automatically realize the self-adaptive cruise with lane centering and intelligent adjustment with the car, and realize automatic or commanded steering and intelligent deceleration by identifying speed limit signs in qualified corners. Its logic of judging and responding to the action of the preceding car is very old for drivers, so you don’t have to worry that any deceleration action of the preceding car will make your car have a huge nervous reaction.

　　Not all traffic participants on the road follow the rules. Facing the sudden sideways situation, the car can always try its best to avoid it at the first time. Deep blue SL03i can comfortably control the vehicle to slow down to a safe speed according to the speed limit signs appearing in tunnels/ramps/bends. Like an old driver, he will try his best to stick to the edge of the lane to make a smart shift, or try his best to brake and slow down, so as to prevent problems to the greatest extent, but he will never use the bypass to avoid obstacles.

　　The timing of intelligent lane change is optional, and it is cautious under standard conditions. When there is no car on the right rear, its lane change action is very textbook, and the timing and speed of lighting, turning and merging are very regular. However, in Chongqing, the car will only change lanes when the rear side is safe and the conditions are met. The threshold is similar to that of drivers who leave the novice period. The game is rather timid. In case of special circumstances, it will make timely corrections during the lane change process, keep a relative distance from the preceding car, and then accelerate the distance after completing the lane change.

　　When the speed of the preceding vehicle is too slow and there is road space on both sides, the system will judge the traffic situation and decide whether to change lanes and overtake. It is also optional. Under normal circumstances, its automatic lane change does not require a long safety margin, and the requirements for the distance between the front and rear vehicles on both sides of the lane are not great. The decision logic of the system is very human, and the timing is very human, and there will be no problem of frequent and urgent lane change.

　　Occasionally, on particularly congested roads, the logic of the system actually puts safety first. In the face of crowded congested roads and other vehicle drivers without zipper traffic habits, the system will occasionally appear indecisive, and the response of the system will appear a little twitchy. When the car is implemented, there will be a big swing or pitching action, but even the old driver will not be able to handle this scene well.

　　The system is also skilled in the choice of roads in and out of the ramp. According to the map and congestion, it will change to the exit lane in advance. When passing through the ramp, the overall response of the car is very decisive, and the speed will also drop to a reasonable range. The overall performance is very sophisticated, and it gives you enough confidence. You don’t have to worry about the problem that the curve with large curvature can’t turn around or snake back and forth in the lane to correct the driving direction.

　　In the case that the continuous off-ramp intersection may be missed continuously, deep blue SL03i can accurately judge the congestion intention of other cars, and can choose to slow down and yield independently on the premise of safety. Deep blue SL03i can monitor and predict the behavior of surrounding vehicles in real time during the process of traffic jam and the import and export of the intersection ramp, and always merge the vehicles as safely as possible until you are reminded that you must take over manually.

　　When passing through some ramps with narrow radians, the dark blue SL03i can also drive in and out very calmly, and the steering wheel turns silky all the time, and there is almost no line pressing, and the whole acceleration and deceleration are controlled properly, so as to avoid the uncomfortable feeling of the drivers and passengers pitching back and forth and swinging left and right, and bring users a smooth and stable driving experience.

　　The high-speed navigation system is based on the coverage of high-precision maps and services, and in areas not covered by high-precision maps, the system will automatically downgrade to the mode of integrated adaptive cruise enhanced version and remind drivers to be alert to safety, and then the integrated adaptive cruise enhanced version will automatically upgrade to high-speed navigation assistance as long as it drives into the road section with high-precision maps that meet the service coverage again.

　　Summary:For today’s experience, most of the time we experience is on the expressway or expressway in Chongqing. Although it seems simple, considering the complexity of Chongqing’s own traffic, it is really not a simple thing to handle such a scene well. The deep blue SL03i does ensure both safety and traffic efficiency in most of the time, which is quite surprising.

　　What needs to be considered is that, judging from this set of intelligent driving ability, its performance this time does not lose some models that focus on high-level intelligent driving at a price of 300,000 yuan, and even has certain advantages in details. Considering the starting price of Deep Blue SL03i, no matter which way it goes public in the future, the price will make technology equal, which is probably its greatest advantage.

Nowadays, consumers pay more and more attention to space when buying a car, which is worth mentioning in terms of space performance. Let’s take a look at it together.

Let’s take a look at the appearance of KIA EV5. The front of KIA EV5 is very elegant and looks sporty. Then a simple headlight design is adopted to outline the rounded effect. 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 4615MM*1875MM*1715MM. The car adopts capable lines, and the side circumference looks very round. With large-sized thick-walled tires, it gives people a very young feeling. Looking back, the rear of the car looks very simple, the taillights look very individual and flamboyant, and the overall shape is still very attractive.

In terms of interior, the interior of Kia EV5 looks very domineering and stylish, which is consistent with the positioning of the car. The steering wheel of this car is well designed, and it is made of imitation leather, which is full of design sense. From the central control point of view, with the 5-inch touch-sensitive LCD central control screen, the interior design is quite layered, and the overall design of the central control is very good. The interior feels good. Let’s take a look at the dashboard and seats. The dashboard design is remarkable and very eye-catching. The car adopts leather-like seats, equipped with electric adjustment of auxiliary seats, electric adjustment of seats with memory, seat proportion tilting and other functions, and the overall comfort is good.

Kia EV5 matched gearbox, 160KW, 310N.m, with good power performance.

The car is equipped with car networking, driving mode selection, remote control key, rear wiper, traction control (ASR/TCS, etc.), and the configuration performance is relatively good, which improves the convenience of drivers to some extent.

This car performs well in terms of space and configuration. As for the design, everyone has everyone’s aesthetics. If you are excited, you may wish to go offline and actually feel it.

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.

　　"This bearing requirements are high. Look at the drawings, the design error here is only allowed to be 0.02 mm, so pay special attention. " At 8: 30 in the morning, Ma Jianjun exchanged technical research points with his disciples. Ma Jianjun is a key member of the machine tool performance laboratory of Baoji Machine Tool Group Co., Ltd. in Baoji High-tech Zone, Shaanxi Province. He has participated in the development and trial production of key new products and more than 30 major national special tasks, achieved more than 20 technological innovations, and successfully completed more than 50 major special machine tool commissioning, debugging and after-sales service tasks.

　　Ma Jianjun graduated from Baoji Technical School. In July 1994, he came to the machining workshop of Baoji Machine Tool Factory and became an ordinary lathe operator. With only a degree of Chinese technical education, he suddenly felt unprecedented pressure in the face of high-precision processing equipment.

　　"I just want to learn the technology well, study with the master during the day and go home for self-study at night." Technology, programming, electricity and cutting tools are the keys to the machining technology of CNC machine tools. Ma Jianjun uses his good foundation in turning technology to learn by doing and learn by doing. When he meets problems he doesn’t understand, he asks the master and inspectors, and takes time to check the information and take notes at night. After a few years, he wrote down more than 10 study notes and applied them to well-known CNC systems freely. Ma Jianjun once won the title of "Excellent Player" in the "Qinchuan Cup" first skill competition for employees of state-owned enterprises in Shaanxi Province, and participated in many national, provincial and municipal vocational skills competitions as a referee or technical director. Since 2010, he has been awarded the "lathe technology demonstration post" by the group company, and in 2015, he became the backbone member of Tian Haorong’s national skill master (model worker innovation) studio.

　　In 2012, during his four-month equipment technical service for a company in Wuxi, he overcame difficulties, fulfilled his duties dutifully, and successfully completed the assignment abroad. In recent years, the company has successively ordered more than 100 machine tools from the company.

　　In 2015, the key contract delivery of a company in Chongqing was just around the corner. Due to the tight time and high technical requirements, the company leaders are very anxious. Ma Jianjun took the initiative to take this "hard bone." He "nailed" the user’s trial production site for more than ten hours in a row, worked overtime to carefully study and ponder over each equipment, compiled the processing route program diagram, made corresponding fixtures and configured appropriate tools, and finally completed the dispatching and commissioning tasks of 14 CNC machine tools.

　　Since 2014, Ma Jianjun has participated in a number of major national R&D and trial-production tasks for high-end CNC machine tools. Especially during the national major special research project and working in the machine tool performance laboratory, he was processing BTGS12 spindle, pull rod and ON— When processing parts with high precision coefficient and small tolerance range, such as rollers and D-rings in 3VII, with superb business skills, the processed parts exceeded the precision required by the drawing process and successfully completed the production task.

　　In addition, Ma Jianjun cooperated with the research group to overcome a number of technical difficulties and broke through a large number of key processing technologies of CNC machine tools. In undertaking the R&D and production of BM63150C precision CNC lathe project, he boldly innovated, optimized the oil return structure at the back end of the machine tool spindle, and eliminated the weak links that affected the reliability of the machine tool; Through numerous groping, adjusting cutting parameters and workpiece clamping methods, the hard turning process test was finally completed, and the product won the "Chun Yan Prize" in cmtba. He also successfully solved the key new product BMC— The technical problem of machining the parts of the clamping sleeve in the center of 500TV five-axis compound milling machine makes the company’s first five-axis CNC machine tool enter the high-end market.

　　Ma Jianjun has more than two suggestions for minor reform and process improvement every year, and has completed more than 30 key technical projects with studio members. In 2016, his studio passed the acceptance of the national skill master studio, and won the award of "All-China Workers’ Innovation Studio Key Project Fund". Advanced practices and experiences were promoted and exchanged in Shaanxi Province, realizing the transition from ordinary operating workers to knowledge workers, and then growing into expert talents in the new era. (Economic Daily reporter Lei Ting)

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.

On February 9, the Federation announced the express report of retail sales ranking in January 2023, among which in the new energy SUV sector,M7, an AITO field created by Huawei and Celeste, did not enter the top 15..

Look at the specific situation:The first place is still BYD Song, which sold 49,000 units in January., an increase of 139.9% year-on-year, and there is no opponent at the same level.

The second place is still from BYD.It is the first SUV model element PLUS of e platform 3.0.In January, it sold 14,000 units, up 617.1% year-on-year. At the same time, it is also a global model and has been registered in many overseas countries and regions, named ATTO 3.

The third place is Tesla Model Y, which sold 14,000 units in January. Compared with the same period of last year, the sales volume decreased by 13.3%, but it is still quite capable of playing; BYD Tang followed closely, ranking fourth, and sold 8,542 units in January, which was not bad compared with last January.

The fifth and sixth places are from the ideal L9 and L8, with sales of 7996 and 6099 sets respectively.I have to say that although the price is not cheap, it is really good for the big six family SUV brothers, and L9 is better than L8.

The seventh place is frigate 07, a new member of BYD Ocean Network, which sold 5043 units. At present, the car belongs to the early delivery period, and it is expected that there will be a certain climb in the future.

The eighth to fifteenth places will not be introduced one by one. It is more intuitive for you to look at the pictures, but it should be noted that,AITO’s Wenjie M5 sold 2,732 units in January., the performance is average, you know, when it was brilliant, it sold nearly 10 thousand units a month.

As for the M7, according to the data provided by Cyrus, a total of 4,475 vehicles were sold in January. At present, AITO has two models, M5 and M7. After simple calculation,It can be seen that M7 sold 1,743 units in January.In this way, it is really not qualified to enter the top 15 list.

Last night, the 38th Hong Kong Film Awards was officially announced at the Hong Kong Cultural Center.

With 17 nominations, The Warriors won seven awards, namely, Best Film, Best Director, Best Screenplay, Best Photography, Best Editing, Best production designer and Best Fashion Design, and became the biggest winner.

Operation Red Sea, who received eight nominations, won only three technical awards: Best Action Guidance, Best Visual Effect and Best Sound Effect.

Dragon and Tiger Martial Master won the prize for the first time.

Reveal the deep human touch of Hong Kong movies

As a commendation award given by Hong Kong film professionals to Hong Kong filmmakers in the past year, the Golden Awards have always adhered to the tradition of mutual encouragement and support, and have a strong human touch.

Last night, the Academy Awards first paid tribute to the filmmakers who died in 2018, including Jin Yong, Lan Jieying, Lin Lingdong and Ji Chunhua, who came from various positions in the film industry.

Andy Lau made an opening speech on the stage, hoping that the vitality of Hong Kong films would last forever, and at the same time led to the song and dance performance "Blast", which is also the theme song of Stephen Chow’s "New king of comedy".

Subsequently, Daniel Wu, Feng Delun, Nicholas Tse and Li Canchen, starring in "New Special Police Man", came to the stage as the best visual effects award winners. This year is the 20th anniversary of the release of "The New Special Police Man", and the four people once again appeared together, which triggered a wave of Hong Kong film memories. Similarly, Ekin Cheng’s and Jordan chan’s combined performances are also full of Hong Kong film feelings.

There is a "professional spirit award" for the Golden Awards. Last year, it was awarded to Yang Ronglian and Jackie Chan, who have been in charge of tea for more than 30 years in the crew. The scene was very touching.

This year’s "Professional Spirit Award" was given to Liu Yun, a martial artist of the Dragon and Tiger. This is also the first time in history that a martial artist of the Dragon and Tiger has won the Golden Award.

"Dragon and Tiger Martial Arts Master" is a special type of work in Hong Kong movies, which refers to martial arts masters who specialize in filming. They practice martial arts and play thugs and minions in movies. It is common for them to be beaten and injured.

Liu Yun is 70 years old. In 1968, he joined the film circle as a dragon and tiger martial artist. He is the most important dragon and tiger martial artist in the history of Hong Kong movies. He worked with Jackie Chan and other kung fu stars and suffered numerous injuries. In the 1970s, humorous kung fu films were hot, and Liu Yun developed in front of the curtain with the stage name of "Fish Head Yun". In the 1990s, he returned to his original post as a Dragon and Tiger Martial Arts Master, and has been doing so ever since.

Last night, Liu Yun expressed the hardships of doing this job at the backstage meeting of the winners. When he was a dragon and tiger martial artist for the first time, he knocked his head on the ground and fainted. He woke up and continued filming.

This year’s Lifetime Achievement Award went to Xie Xian. Xie Xian, the 83-year-old father of Nicholas Tse, is the witness of Hong Kong entertainment circle for half a century. He was called "the fourth brother" by his peers because he ranked fourth at home, and starred in the movies "The Condor Heroes" and "The True Color of Heroes". When Xie Xian won the prize, the audience stood up and applauded him.

He said on the stage, "I am old. I have been in this business for more than 60 years. I am very happy to see you again. I hope everyone will be happy and healthy. I hope that I will shoot more good plays in the future and show them to you. "

"Warriors" won 7 awards.

Become the biggest winner

"Warriors" won a double harvest at the word-of-mouth box office in 2018 and was nominated for 17 Academy Awards, setting the best nomination record in the history of Academy Awards.

In the end, The Warriors won seven awards, including Best Film, Best Director, Best Screenplay, Best Photography, Best Editing, Best production designer and Best Fashion Design, and won 7 out of 17 awards, becoming the biggest winner of the night.

Yu Dong, the producer of "Warriors", said that he and Zhuang Wenqiang talked about the idea of "Warriors" when they collaborated on the first "Eavesdropping Storm", which lasted for 13 years. The original story outline was in 2006, and it took more than ten years to temper this story.

Zhuang Wenqiang himself won two awards, Best Director and Best Screenplay, at the Academy Awards last night. He was shortlisted for best director four times and won the first prize. He thanked his wife on the stage, "because she always thought my film was a success!" "

Operation Red Sea, who received eight nominations, finally won only three technical awards: Best Action Guidance, Best Visual Effect and Best Sound Effect.

Two award-winning films

It’s all about marginal people

This year, several films reflecting the theme of marginalized people won performance awards at the Academy Awards.

Fallen Man tells the story of two little people in Hong Kong.

Liang Changrong, a middle-aged man, was separated by injuries, and the young Filipino maid had to become a maid because of reality. The unexpected meeting of two strangers taught them how to face the four seasons of life.

Chen Xiaojuan, the director of Fallen Man, is also the winner of the best new director.

Although it is a work directed by a newcomer, The Fallen Man has a high degree of completion. It takes the daily life of the little people as the starting point and substitutes the audience’s emotions with daily warm pictures. It is a typical "little movie".

The film star said on the stage: "I am honored to receive this award from Louis Koo. It turns out that my acting is still very good. I want to thank the director Xiao Juan for her kindness and talent. She treated me like a child at the scene and thanked the producer Chen Guo. Without him, the play would not have been possible. Thanks to my boss for his financial support, so that I can shoot this play without receiving money. "

The best actress was won by Zeng Mei Hui Zi, who played "Sanfu". In her acceptance speech, she thanked Leslie Cheung. "In my heart, my brother gave me great encouragement, and I learned from him what’ the drama is bigger than the sky’."

Kara Wai won the Best Supporting Actress Award for Trish, which is the second time that she won the Best Supporting Actress Award at the Academy Awards, and it is also her fifth personal Academy Award.

Sister Hong said on the stage: "It can be said that I am an actor who supports the new director most in Hong Kong. There must be young people in Hong Kong movies. It doesn’t matter how much money an old man like me earns. If Hong Kong movies can blossom, I feel so happy because I am honored to participate."

"Trish" also contributed a best supporting actor, Foo Wa Yuen, who was nominated for the Academy Award for the first time.

He said excitedly: "I am a native of Hong Kong, and Hong Kong movies have accompanied me to grow up. I have witnessed Hong Kong movies shine, and I want to be an actor because of Hong Kong movies. Even if I have no achievements, I have persisted silently for many years. Thanks to the boss Louis Koo, it is not easy to find investment in this subject. " (Lu Fang)

　　Information picture

　　Information picture

　　Li Tang photo

　　Hu yunbing

　　Zhu Xidi photo

　　Photo by Zhou Qiqing

　　Photo by Liu Yun

　　Editor’s note: April 23rd is the Navy Memorial Day of the Chinese People’s Liberation Army. From the fishermen’s small wooden boats crossing the river in those days to the modern fleet of the blue ocean today, the people’s navy has grown from scratch and from weak to strong. So, where was the People’s Navy born? What kind of process did it go through when it was established? What memories and history are still preserved today?

　　Another Navy Memorial Day is coming. Walking into the Memorial Hall of the Birthplace of the Chinese People’s Liberation Army Navy, we can find the answer here … …

　　Taizhou Baima Temple

　　Witness the birth of the People’s Navy.

　　A historical record of Zhang Zhengui is displayed in the exhibition hall of the memorial hall, which shows the reply of the Central Military Commission on the date of the establishment of the navy in 1989: "It is agreed that the date of the establishment of the navy of the East China Military Region on April 23, 1949 is the date of the establishment of the navy of the Chinese People’s Liberation Army."

　　This is where it all started. On January 8, 1949, the the Political Bureau of the Communist Party of China (CPC) Central Committee Conference put forward: "In 1949 and 1950, we should strive to form an operational air force and a navy to defend the coastal areas along the river." At the beginning of that year, the Central Military Commission handed over the important task of forming the People’s Navy to the Third Field Army. In late March, Chen Yi, commander of the Third Field Army, conveyed the decision of the Central Military Commission on the establishment of the People’s Navy to Zhang Aiping, deputy commander of the Central China Military Region and member of the Third Field Committee, and instructed him to be responsible for the establishment of the People’s Navy.

　　At the beginning of April, Taizhou Baima Temple became the headquarters of Sanye, with Su Yu, deputy commander and second deputy political commissar of Sanye, and Zhang zhen, chief of staff, leading his troops. "The geographical location here is good, not far from the Yangtze River, which is convenient for the command and flexible dispatch of troops in the battle of crossing the river; At the same time, as an old liberated area, it has a good mass base and convenient transportation. " Wang Mingzhe, a researcher at the memorial hall, said that the headquarters of the Third Field Army Crossing the River was located in the reading building of Wang Jinghu, a large local family. Zhang Aiping rushed to Baima Temple overnight. Under the leadership of Su Yu, he actively participated in the investigation, research and planning of preparing for the establishment of the navy, and began all the preparations for the formation of the People’s Navy.

　　On April 20th, the battle of crossing the river started. On the 23rd, the main force of Sanye crossed the river successfully, and the 35th Army of the 8th Corps of Sanye liberated Nanjing. On the same day, the Central Military Commission sent an urgent telegram to Sanye: immediately set up a navy, named the Navy of the East China Military Region of the China People’s Liberation Army. At 1: 30 pm, Zhang Aiping called 13 people, including Li Jin, deputy chief of staff of the 84th Division of the 28th Army, in the conference room on the second floor of Baimamiao Reading Building to hold the inaugural meeting of the East China Military Region Navy.

　　In this way, the first unit of the People’s Navy was proclaimed. The White Horse Temple thus became the birthplace of the navy and was written in history.

　　Hundreds of cultural relics

　　Show the development process from scratch

　　The former site of the headquarters of the third field army crossing the river has been preserved for many years. In 1989, the reading building and hall house were officially opened to the public after renovation. In 2006, the former site was listed as a national key cultural relics protection unit.

　　Today, in six exhibition rooms in four exhibition areas of the former site, rich pictures and detailed words tell the story of the victory of the East Line Group under the command of Sanye Command. The reading building in the former courtyard has a history of more than 130 years. On the second floor of the reading building, the scene of the conference room of the Sanye River Crossing Campaign Command Center is reproduced; Downstairs, the bedrooms and offices of Su Yu, Zhang zhen and Zhang Aiping have been restored, and Chen Zhan has more than 50 physical objects such as carved wooden couches, wooden boxes and coffee tables that the generals have used.

　　About 500 meters west of the former site of the birthplace of the navy, it is the memorial hall (new hall) of the birthplace of the Chinese People’s Liberation Army Navy. It was completed and opened in April 1999, the 50th anniversary of the birth of the People’s Navy. From a distance, it looks like a huge warship sailing in the sea. On the memorial square, there are more than 20 pieces of navy decommissioning equipment, such as fighter planes, helicopters, mines, radars, missiles and naval guns.

　　Enter the exhibition hall from the square through a "gangway". The exhibition area, full of naval elements, consists of five parts: Modern Vicissitudes, Building a White Horse, Powerful Seas, Developing and Growing, and Deep Fish and Water, showing the development process of the People’s Navy from scratch and from weak to strong. More than 300 precious literature and history materials are convenient for the audience to browse and flip through with the help of rear projection TV and touch screen.

　　Wooden boat before crossing the river

　　Reproduce the history of military and civilian fighting side by side

　　The "treasure of the town hall" in the memorial hall is a special wooden boat before crossing the river. From the bullet holes and the traces of cork blocking the eyes covered with it, it is not difficult to imagine the scene when the people braved the bullets to support the liberation army to cross the river.

　　This wooden boat before crossing the river, which was unanimously evaluated as a national first-class revolutionary cultural relic by the expert group, was used by the father of Zhou Dehong, a fisherman in Yonganzhou Town, gaogang district, Taizhou, and was collected into the museum in 1999 when the memorial hall was built.

　　Zhou Dehong’s father made a living by fishing in Yonganzhou on the Yangtze River, which coincided with the People’s Liberation Army collecting ships and preparing to cross the Yangtze River. Zhou Dehong’s father took the lead in responding and modified his fishing boat to cross the river. After taking the initiative to donate, Zhou’s fishing boat and other collecting vessels moored in Jiajiang, Yonganzhou, along the Yangtze River for short-term training. Later, Zhou Fu paddled the boat and took part in the work before crossing the river. After the victory of crossing the river, this wooden boat has been repaired many times and has been used as a fishing boat by Zhou family.

　　"At that time, the People’s Liberation Army almost relied on this wooden fishing boat to cross the Yangtze River. Many unknown boatmen were also behind-the-scenes heroes of this battle, reflecting the history of the military and civilians fighting side by side." Yang Development, director of the memorial office, said.

　　Rapid upgrading of naval equipment

　　The second aircraft carrier

　　The aircraft carrier was developed by China itself. On April 26, 2017, the main hull of the aircraft carrier was completed, and the main system equipment such as power and electricity were installed in place, and the launching ceremony was held in Dalian. This indicates that China’s independent design and construction of aircraft carriers has achieved significant stage results. From rebuilding to building an aircraft carrier independently, it shows that China has fully mastered the relevant technology and management experience of aircraft carriers.

　　New 10,000-ton destroyer

　　This type of ship is completely independently developed by China, equipped with new air defense, anti-missile, anti-ship and anti-submarine weapons, and has strong information perception, air defense and anti-missile and sea attack capabilities. It is a landmark warship for the navy to achieve strategic transformation and development. On June 28, 2017, the ship was launched in Shanghai Jiangnan Shipbuilding (Group) Co., Ltd., which marked a new step in the development of destroyers in China.

　　New integrated supply ship

　　This ship is a new type of comprehensive supply ship independently developed by China with the world advanced level, which can provide maritime accompanying supply for our naval aircraft carrier formation and offshore mobile formation. The first ship, Hulun Lake Ship (Ship No.965), was listed on September 1, 2017. The entry of the ship laid a more solid equipment foundation for naval vessels to go deep blue, marking the naval ocean support capability jumping to a new level.

　　Other equipment

　　Since March 21, 2014, new guided missile destroyers such as Kunming Ship, Hefei Ship and Xining Ship have been listed one after another, which has enhanced the regional air defense and sea strike capability of the surface combat vessels formation; Since January 31, 2013, new guided missile destroyers such as Changchun Ship, Zhengzhou Ship and Xi ‘an Ship have been in service successively. Because of their excellent regional air defense and over-the-horizon strike capability, they have been praised as "China Aegis" by military fans.

　　In addition, carrier-based fighters were delivered in batches, early warning aircraft and carrier-based helicopters were added to the family, and the people’s navy team grew stronger.

　　Cartography of this edition: Cai Huawei