IT House reported on April 18th that Lei Jun, the founder and chairman of Xiaomi, started broadcasting at Xiaomi Auto Delivery Center today, and "talked with netizens about the sale of Xiaomi SU7 these days".

Lei Jun gave a more specific timetable when answering the netizen’s question "When will the wireless CarPlay function of Xiaomi SU7 go online": it is expected to get on the bus through OTA in early May.

Lei Jun asked the team to push OTA upgrade at least once a month, and planned to open NOA in 10 regions to users at the end of May and push NOA to the whole country in August.

Lei Jun also revealed that the current model plan of Xiaomi Automobile belongs to the confidential stage, and there is no plan to make an off-road vehicle. When talking about this topic, Lei Jun said that the Great Wall brand off-road vehicles have done a good job.

In addition, Lei Jun believes that if Xiaomi SU7 fails, it will definitely be caused by three reasons: cognitive error, inertia thinking and idol burden.

According to the previous report of IT House, Xiaomi Auto’s iPad car control function has been launched. Just go to the Apple App Store to search and download the "Xiaomi Auto Expansion Screen" app, and after connecting the car hotspots, you can enjoy the seat air conditioning adjustment, multimedia adjustment, audio-visual entertainment and other native car-like experiences. Lei Jun once said that Apple users also have a good experience in driving Xiaomi cars, and Xiaomi smart cockpit is compatible with Apple wireless AirPlay and Carplay.

Live broadcast with goods is very hot.

To what extent is the fire? Weibo has an anchor hot search every few days, old and new stars are competing to take the stage, and CEOs of major companies are going into battle …

At present, "live broadcast with goods" is an unshirkable outlet, which also plays a certain role in helping the economy. However, under the brutal growth and rapid expansion, there have also been many chaos in the industry.

After "618", major e-commerce platforms set a new sales record. However, the "618" Consumer Rights Protection Public Opinion Analysis Report released by China Consumers Association on June 30 showed that consumers still have many slots in the shopping experience of live broadcast with goods.

On June 30th, CCTV Finance’s "Economic Information Network" exposed the data chaos in the live broadcast: it can be swiped at any time and with any number of viewers, and there can also be real-life interaction, and the number of viewers will be increased by 20,000 plus 15 real-life interactions, which only takes 53 yuan …

Previously, China Advertising Association had issued the Code of Conduct for Webcast Marketing. This is the first special regulation on live webcast marketing activities in China, which was officially implemented on July 1.

What stage has the live delivery developed to now? What needs to be regulated in the "new economy" industry? What is the future development direction? Let’s analyze them one by one.

In 2019, it was called the first year of live e-commerce, and all major platforms entered the game one after another, speculating live stream economy; In 2020, affected by the epidemic, in order to alleviate the development crisis of entity enterprises, expand brand influence and market share, national policy guidance and traffic distribution of major platforms will promote live broadcast to empower the real economy. At that time, the development speed of live stream economy was pulled to a higher level.

"2020 Taobao Live New Economic Report" shows that in 2019, the annual GMV (total turnover) of 177 anchors exceeded 100 million. Since 2020, more than 100 occupations have moved to Taobao Live Studio, and a large number of talents and businesses have entered the venue. The number of MCN institutions related to Taobao Live Ecology has exceeded 1,000 …

This is just a corner of the platform of live broadcast with goods. Besides Taobao live broadcast, there are more "contestants" on platforms such as Aauto Quicker, Tik Tok and Tencent live broadcast.

According to the data of CITIC Securities, the industry scale of e-commerce live broadcast in 2019 has exceeded 300 billion yuan, and it is expected to exceed the trillion scale in 2020."Live broadcast with goods" has become a unique consumption scene in China.

According to incomplete statistics, during the "618" e-commerce promotion this year, more than 300 stars collectively went live on Taobao. Different from amateur anchors, stars have natural traffic advantages and personal appeal, and every move in the live broadcast room can cause heated discussion.

Actor Tamia Liu opened the first show of Taobao live broadcast with goods, with a total transaction volume of nearly 150 million in 4 hours; Wang Han, the host, won a sales myth of 156 million yuan when she first aired … The offline content was blocked, all walks of life moved to "online", and the stars "incarnated" as anchors, which was also due to market demand to some extent. On the one hand, as the live broadcast gradually forms a national trend, stars with their own traffic should "keep pace with the times"; On the other hand, this year’s film and television industry has been hit hard, and the live broadcast has opened up a way for the stars who are "waiting for work" to make a living.

This year, live broadcast with goods has also "ignited" the enthusiasm of radio and television media, and various radio and television groups have also settled in Tik Tok, Aauto Quicker and other short video platforms for certification, broadening the distribution channels of resources and making the content reach more users. At the same time, radio and television media also explore live broadcast with goods through their own brand programs, and the program integration of "variety+live broadcast" has been widely tested.

As a new business form, live broadcast with goods is indeed helpful for economic recovery, but in the early stage of the business and the lack of supervision, some live broadcast chaos also arises from it.

This almost nationwide live broadcast with goods is unprecedented.

Accompanied by "unprecedented" and surprising sales data. If the data of live broadcast with goods in the previous two years were that thousands of lipsticks were sold out in five minutes and several cars were sold in one day, the current data are that millions were sold out in one minute, tens of millions of goods were brought in one hour, and hundreds of millions of goods were brought in the whole live broadcast … In layman’s terms, a single live broadcast does not cost billions, and people are embarrassed to tell others that they have made a live broadcast.

Many live broadcasts have goods ranging from hundreds of millions to billions. It is important to know that in the GDP data of provinces across the country in 2019, the annual GDP of the provinces ranked in the lower position is only a few hundred billion. Compared with the live broadcast data, it seems that the live broadcast can easily get GDP.　

Is this possible? Of course not.

In fact, the live broadcast of goods standing on the tuyere is not as beautiful as it seems, and many people who are new to this field can’t help but step on the pit and pay the first tuition fee.

> > > The first is to brush traffic and sales data.

When the audience’s attention becomes scarce resources and data traffic becomes the standard to measure the popularity and ability of anchors, it becomes a hidden rule to brush data and sales.

How much water is there in a live broadcast with 100,000+viewers?

"There are less than 100 real people." In the entertainment front page (ID: Wenyutouban) survey, the technical operator of a live broadcast platform gave such a figure, and his work KPI was to "optimize" the number of people in the live broadcast room.

Image source: Zinc Finance

In fact, live brush data is not a new product. As early as 2016, in order to improve their commercial value, many anchors made the live data look good by brushing attention, brushing barrage and brushing water. Now, the data of live broadcast with goods brush is mainly divided intoBrush popularity and sales dataTwo kinds.

Brush popularity, that is, brush the number of viewers. High popularity not only improves the conversion rate of the live broadcast room, but also creates the illusion of excitement. Spend as little as a few tens of dollars, and as much as a few hundred dollars, you can buy hundreds to tens of thousands of machine powder viewing data, and there are businesses that specialize in organizing live fans to brush data, and get corresponding rewards according to the time when fans enter the live broadcast room to watch …

Brushing sales data is more complicated than brushing popularity.

Before introducing it formally, let’s talk about ——MCN (Multi-channel Network Service), the key media for data brushing. To put it simply, MCN connects content production and advertising. It can incubate anchors by itself, or support and incorporate other anchors, and then package them in a unified way to connect with merchants.

Under normal circumstances, merchants looking for MCN institutions and online celebrity and celebrities to bring goods live need to pay thousands to hundreds of thousands of pit fees to enter the live broadcast room. The so-called pit fee refers to the occupancy fee paid by the merchant to the live broadcast partner, which is equivalent to the commodity shelf fee of the offline store, and it is a fee that accounts for a high proportion of the merchant’s investment in the process of live broadcast.

According to industry insiders, the pit fees of different anchors vary greatly, ranging from pure commission to several hundred yuan to several hundred thousand yuan. A MCN organization revealed that the pit fees of first-line anchors such as Simba, Li Jiaqi and Viya are between 80,000 and 300,000 yuan; The second-line anchor pit fee such as Sydney is 30,000-100,000 yuan; The pit fee of the third-line anchor is less than 30 thousand yuan; Some smaller anchor pit fees may be only 2,000-3,000 yuan, and some also use the method of pure commission, that is, they only take sales commission without pit fees.

In fact, there is no uniform charging standard for the pit fees. Even for the same anchor, the fluctuation space of the pit fees is very large. If it is not an insider or has cooperated with it, it is difficult for the outside world to know its accurate charging amount.

The charging standard of MCN = pit parking fee (service fee)+20% withdrawal, and the assessment standard ROI= (income-cost)/investment amount, which can be understood as guaranteed sales. If it is not possible, the pit parking fee will be refunded.

A MCN quotation, the picture comes from the network.

For example, the jargon of "guarantee ROI=2" means that when the merchants invest 1 million yuan, MCN institutions should guarantee 2 million sales. The safest way to ensure sales is to brush sales. Generally, the expenses required for brush sales are shared by MCN institutions and KOL, and the net profit after settlement is distributed by both parties in proportion. On the one hand, it caters to the needs of merchants, on the other hand, it also makes beautiful data to further "accumulate" its own "commercial value".

After a live broadcast, the merchants achieved sales, and the MCN institutions and KOL anchors and stars got the commission after brushing. Even if the price of brushing sales was deducted, the MCN institutions did not lose money, and the merchants were willing to do it.

Is this the end of a live broadcast? Of course not. 30-50% of the goods bought by the brushing platform are refunded, and the real results are often seen only one week after the live broadcast, and the effect is far from the original budget revenue. This is still in the case of ROI guarantee, and some merchants choose live broadcast with goods that cannot be guaranteed. As for whether the goods can be sold or sold well, the anchor is not at the bottom.

Outside the MCN organization, many businesses turn their attention to more influential star artists. But in fact, whether it’s Taobao, Aauto Quicker or Tik Tok,Not all the stars’ achievements in bringing goods are so glamorous..

For example, when an actress brings goods in the live broadcast room in Tik Tok, the first show pit fee is as high as 100,000-250,000, and the live broadcast room traffic package is 150,000, but the single product sales are less than 30,000; The final result of an actress’s whole debut is only 2 million+:some brands spend 100,000 yuan on pit fees and 10% commission to invite the anchor to bring the goods, but the final sales amount is less than 60,000 yuan …

When the live broadcast was triumphant,False propaganda, billing, random pit fees and high return rate are common problems, and a gray industrial chain is buried in it..

"One operation is as fierce as a tiger, and it’s twenty-five cents at hand."As a result of brushing the sales volume, businesses will undoubtedly spend money and get their own wool. What’s more, they will lose a lot. Interestingly, how fake the live broadcast data is, most merchants know it clearly, but obviously they don’t want to debunk the fact that the industry is widespread. This game of "pain and happiness" by brand owners has also turned many high sales into a show of losing money and earning money.

And those merchants who have a little knowledge of the rules of the game become the "cheating" objects of MCN and the anchor. Some MCN harvest small businesses by selling low-priced pits and guaranteeing quantity agreements, and refuse to refund pit fees when they fail to reach the agreed sales volume, specifically "killing young".

For the ills of brushing, major platforms have successively implemented corresponding measures. For example, Taobao Live said that some merchants on the platform have sold "brushing robots" and have already carried out several rounds of attacks.

In 2019, Tik Tok also launched the "Woodpecker 2019" special campaign to crack down on the cheating of black products on the platform. As of December 31, 2019, the campaign banned 2.03 million illegal Tik Tok accounts suspected of cheating on brushing, and reported 113 black websites suspected of brushing to relevant departments.

> > > Secondly, there are many incidents that damage consumers’ rights and interests, such as false propaganda of goods and quality "rollover".

On March 31st, the Survey Report on Consumer Satisfaction Reproduction of Live E-commerce Shopping published by China Consumers Association showed that in the survey of 5,333 consumer samples from 12 live e-commerce platforms, the link with the lowest consumer satisfaction was the publicity link; In the spit of live broadcast with goods, the problem of exaggeration is more prominent.

This year, Luo Yonghao, a new anchor, broadcast five "rollover" events in seven live broadcasts, with a rollover rate as high as 71.4%. Not long ago, Luo Yonghao brought goods for a flower brand. Many consumers found that "the goods were not on the right board" after receiving the goods. As a remedy, "Lao Luo" apologized to the consumers, publicized the "angry" merchants, and finally came up with a compensation plan.

Li Jiaqi’s "non-stick pot" incident caused him a credibility crisis, and he had to take the blame himself.

It is not uncommon for the live broadcast to "roll over" due to product quality problems. How to ensure the quality of goods when bringing goods requires not only the self-examination and self-correction of the merchants, but also the anchor to have sufficient professional quality.

In fact, in Li Jiaqi, Luo Yonghao and other high-profile head anchor live broadcast rooms, once the products with goods have problems, under the supervision of online public opinion, after-sales service is relatively guaranteed. However, many consumers have reported that in the live broadcast rooms of small and medium-sized anchors on various platforms, problems such as merchants refusing to deliver goods after buying low-priced goods and not supporting 7-day unreasonable returns frequently appear.

In addition, nearly 40% of consumers have reported many problems after purchasing goods through live broadcast, but anchors, merchants and live broadcast platforms often shirk their responsibilities, and there is no way to protect their legitimate rights and interests.

The quality of anchors is mixed, and there are no fewer problems such as false propaganda and product quality.

Therefore, when the live e-commerce is faced with order norms, "people" will become the trump card of the future platform. In the CCTV program Dialogue not long ago, the host once asked Weiya and Li Jiaqi a question: "What exactly is the quality that an anchor must have?" Li Jiaqi and Viya agree that the most important thing for an anchor is.major.

Encouraged by the policy, the "gold rush" of live broadcast with goods continues. How to realize the content in the end requires professionals with expressive ability, understanding of marketing and products, so that they can fully and maximally display products to the user groups.

At present, under the background of the detailed supervision of live broadcast, merchants and live broadcast platforms are increasingly inclined to cooperate with mainstream media to obtain the help of "trust value". At this time, the radio and television media should be more cautious when entering the market. When choosing partners that meet their own positioning, we should also pay attention to product quality and after-sales guarantee in live delivery, so that the delivery can better help the economy.

The "Report on Public Opinion Analysis of Consumer Rights Protection in June 18th" issued by China Consumers Association shows that "live broadcast with goods" is one of the main dimensions of negative information about consumer rights protection during this year’s "June 18th" promotion activities. During the monitoring period of the report, a total of 112,384 pieces of negative information about "live broadcast with goods" were collected, with an average of about 5,600 pieces per day, and the slots were mainly concentrated inSome anchors, especially "star anchors", are suspected of having illegal propaganda problems such as promoting the efficacy of products or using extreme words during the live broadcast; The product quality and goods are not right, and the platform anchor sells "three noes" products, counterfeit and shoddy goods, etc. to netizens; Live broadcast brush fan data, sales volume brush fraud "kill chicks"; After-sales service is difficult to guarantee..

The Code of Conduct for Webcast Marketing, which came into effect on July 1st, regulates the behaviors of merchants, anchors, platform operators, anchor service agencies and participating users in Webcast Marketing, and clearly states that anchors shall not make false propaganda on goods and services, deceive or mislead consumers, and shall not falsify data such as traffic in any form, and shall not cheat merchants’ commissions by means of false purchase and return afterwards.

According to Zhongxin. com, the Media Shopping Professional Committee of China Business Federation has also drafted the Basic Specification for Video Live Shopping Operation and Service and the Evaluation Guide for Online Shopping Molding Service System, which are expected to be released and implemented in July, and put forward requirements for employees, product quality, operation and management, service and supervision and management.

In the future, with the gradual implementation of supervision, problems such as low industry threshold, uneven quality of anchors, rampant false propaganda, proliferation of counterfeit products and difficulty in ensuring after-sales service will become the focus of industry norms, and live broadcast will bid farewell to barbaric growth and enter a new stage of development.

Helping the economy can’t be a bit false.

-END-

Rotating editor: Tong Tong

Author: Sifang

Editor: Online

Source: 36Kr, CBN, Zinc Finance, Consumer Z Era, etc.

(Some pictures are from the Internet)

　　Beijing Daily reporter Sun Qiru

　　"Live broadcast with goods" is the inevitable outlet at present, but under the brutal growth and rapid expansion, the industry is also facing many chaos caused by mixed quality and lack of supervision. Recently, China Advertising Association issued the Code of Conduct for Webcast Marketing (hereinafter referred to as the Code). As the first special self-discipline regulation on online video marketing activities in China, it will be officially implemented from today, and the live broadcast will have rules to follow for the first time.

　　Advertising in the live broadcast room must also abide by the advertising law.

　　"Z-largest winery in the world", "Z-low price in the whole network", "Drunk and popular" and "the only winery in China" … … In the vibrato video of a wine blogger, the anchor will hear the sound of "beep" and "beep" from time to time during the introduction of goods.

　　The reporter found that in order to avoid mentioning the word "most" such as "the lowest price" and "the world’s largest", some anchors chose to play the edge ball, hiding the sensitive word "most" directly through the beep sound, and using homophonic words or initials such as "drunk" and "z" in the subtitles to make consumers in the live broadcast room have relevant associations.

　　The Code clearly states that those who publish commercial advertisements in online live marketing shall strictly abide by the provisions of the Advertising Law of People’s Republic of China (PRC). However, the Code does not provide a detailed reference for the anchor behavior in the live broadcast room, which belongs to commercial advertising and which belongs to marketing behavior. Liu Junhai, a professor at the Law School of Renmin University of China, believes that anchors don’t simply read advertisements and introduce products in the live broadcast room, but what they do to consumers is an invitation to offer, which belongs to the category of advertisements. Once consumers agree, a "contract" is established.

　　In addition, for special commodities such as drugs, medical devices and health foods, the regulations are clear. When selling special commodities such as drugs, medical devices, health foods and formula foods for special medical purposes, merchants should obtain corresponding qualifications or administrative licenses according to law.

　　The anchor should be authenticated by real name and must not be faked.

　　With the popularity of live broadcast, in order to increase popularity, brushing bills and buying powder have become the default hidden rules of some industry participants.

　　The "Code" proposes that anchors should ensure that the information is true and legal in live broadcast activities, and must not make false propaganda on goods and services to deceive or mislead consumers. The anchor shall not defraud the merchant’s commission by means of false purchase or after-the-fact return, and the online live broadcast marketing subject shall not use traffic fraud methods such as swiping the bill and speculating the letter to fabricate or tamper with the transaction data and user evaluation.

　　In addition, the anchor should be authenticated in real name when entering the webcast marketing platform, and the front-end presentation can adopt nicknames or other names that meet the requirements of laws and regulations.

　　However, yesterday, the reporter searched for keywords such as "live broadcast service" and "live broadcast viewing" on the e-commerce platform, and still found many merchants who provided the service of buying powder in the live broadcast room, and said that they provided "fans on all platforms, popular service" and "fan promotion, heat promotion, service first and payment later".

　　"Interested babies can buy with a V letter". In some live broadcast platforms, the reporter saw that many anchors will guide consumers to buy privately in the live broadcast.

　　In this regard, the "Specification" proposes that the operators of webcasting marketing platforms of content platforms should strengthen the trading behavior norms of merchants and anchors stationed in the platform, prevent anchors from taking link jumps and other ways to induce users to conduct offline transactions.

　　The platform should establish an anchor credit management system.

　　On June 29th, according to the "618" public opinion analysis report on consumer rights protection released by China Consumers Association, the Fashion Shopping Community Gaining App was named for selling fake and shoddy products, and Luo Yonghao live broadcast with goods overturned. Yesterday, Luo Yonghao responded to the roll call of China Consumers Association, saying that the description was objective and thanked him for his supervision. Luo Yonghao explained that after the "take some time" flowers on the shelves in its live broadcast room withered after arrival, they immediately contacted all consumers who bought the product for a refund and double indemnity.

　　In fact, in Luo Yonghao and other high-profile head anchor broadcast rooms, once the products with goods have problems, under the supervision of online public opinion, after-sales service is relatively guaranteed. The reporter noticed that among the problems reflected by many consumers, in the live broadcast rooms of small and medium-sized anchors on various platforms, problems such as merchants refusing to deliver goods after buying low-priced goods, and goods bought in the live broadcast room not supporting 7 days of unreasonable return still frequently appear.

　　This time, in view of the problem that some consumers have no place to make after-sales complaints after experiencing quality problems in the products purchased in the live broadcast room, the Code requires the platform to establish a convenient complaint and reporting mechanism, disclose information such as complaints and reporting methods, and handle complaints and reports in time. The "Code" also proposes to formulate a catalogue of goods or services prohibited from being promoted in this platform and corresponding rules; Establish credit management systems such as credit evaluation, rewards and punishments for merchants and anchors, and strengthen their awareness of compliance and trustworthiness; Improve the information preservation system of goods and services transactions, and preserve the relevant contents of online live marketing transactions according to law.

[Text/Observer Network Xu Ganang]

Recently, a great event happened in the domestic automobile circle: at the Moroccan station, the first stop of the 2019 World Touring Car Competition (WTCR) which ended on April 7, the first place was a China brand car: Geely Link.

It is worth mentioning that this is also the first time that China automobile brand has entered the stage of the top international RV race.China won the first place at its first show.The Swedish driver bjork, who was driving this Lectra racing car, exclaimed that it was "completely unexpected", climbed onto the roof of Thed Bj?rk after the race and waved a five-star red flag.

Bjork standing on the Lectra 03 waving a five-star red flag is from WTCR.

Video/Observer Network Zhang Yiqing

For his behavior, some netizens made a discordant voice and thought that this flag was "arranged" by Geely.

Today, Weibo certified @ Geely Yang Xueliang, vice president of Geely Automobile Group, to come forward, and called a netizen who questioned this matter alone, saying: The national flag was not prepared by Geely, but was brought by the spectators on the spot; When interviewed after the race, bjork said that he felt the fans’ love for racing and their support for the team and him, and he waved the five-star red flag happily without hesitation. "If you don’t applaud, there is no need to boo."

According to Autosport, the media in the field of racing, in the first race of WTCR 2019 held at Marrakech circuit in Morocco from April 6 to 7, four drivers of Swedish Cyan Racing team drove four Geely Racing cars.In the three races, Lectra 03 was on the podium.: I won the runner-up in the first race and the third place in the second race.In the end, he won the championship in the third race.

According to China Racing Miscellaneous Affairs, before this WTCR, no car brand from China dared to challenge the international top touring car race, but Lectra took the lead in taking the first step, winning the first championship this season in the world’s top race, which also made China manufacturing further reach the world peak.

Link 03 Figure from WTCR

After the game, judging from the video pictures circulating on the Internet,Bjork, holding a five-star red flag, stood on the roof and held his head high.In the end, bjork and Yang Xueliang, vice president of Geely, jointly took the stage to receive the award.

Figure from Twitter

This incident attracted the discordant voice of some netizens on Weibo. On the 10th, Weibo certified Vice President of Geely Automobile Group @ Geely Yang Xueliang.Alone @A netizen, the latter said on the 9 th, "These days, it’s almost time to brush the screen for any world champion. No one from China in the whole team has called a foreigner to wave a five-star red flag." This netizen believes that the five-star red flag was provided by Geely to the drivers, and the latter also spent 100 million yuan, which was "quite worthwhile".

The netizen wrote a message under the Weibo: "I can’t see others being better than myself, but I think it’s natural to see foreigners being better than myself." "You can do it!" "Let’s rub the heat in another way."

Yang Xueliang replied that it is not a day’s work to participate in the world’s top events and build a successful team, nor can it be achieved by just paying money. No long-term comeback, no progress, no broad-minded mind,It is difficult for foreigners to wave the flag.

At 4 o’clock in the afternoon, Yang Xueliang once again issued a document to respond to the "foreign drivers holding five-star red flags".

Observer Network has noticed that many foreign auto media and self-media are also very concerned about winning the championship. Even the official Twitter of WTCR sent a message to congratulate China automobile brands.

WTCR official Twitter

Dutch RTL TV station

Since the media in the field of racing, this number of fans is 34,000.

In 2010, Geely Group acquired 100% equity of Volvo Car and related assets for US$ 1.8 billion, and the latter, including intellectual property rights, was owned by Geely Group. The engine of the Lectra 03 was also jointly developed by Geely and Volvo.

Observer. com noted that bjork also expressed his recognition of China automobile brand in an interview with WTCR after the game.

Bjork was interviewed from WTCR video screenshot

Bjork mentioned the problem of Link 03. In the third race of this competition, Cyan Racing team had two Lectra 03 cars that did not finish the race for some reason. Bjork expressed a little worry. "Because all four cars are the same car, problems in one car may appear in another car immediately."

This article is an exclusive manuscript of Observer. It cannot be reproduced without authorization.

Zhang Xinxin, a student from Wenquan Village, Andi Town, yinan county City, Linyi City, Shandong Province, has a difficult family life. He used to need to borrow someone else’s mobile phone to attend the "air class" offered by the school. The picture shows a volunteer from yinan county Da Ai Yimeng Volunteer Service Team (right) sending a tablet computer to Zhang Xinxin and teaching her how to use it. Photo by Du Yubao (People’s Vision)

Students are reading personalized books recommended by e-readers. Photo by Shi Yalei (people’s picture)

　　The COVID-19 epidemic has had a great impact on consumption in China in the first quarter of this year. The data shows that from January to February, the total retail sales of consumer goods nationwide decreased by 20.5% year-on-year. However, in the "home" life and "cloud" life, the sales of some consumer electronic products have increased against the trend, which has become a bright color when consumption is cold in the short term. Green consumer products represented by electronic products are helping to boost consumption and consumption upgrading.

　　Electronic products sell well against the trend

　　"Kindle reader, Bluetooth speaker … …” Zach Li, an engineer working in Beijing, found that he spent the most on electronic products besides daily necessities such as rice, oil and salt.

　　"Reading, games and music are all long-term learning and entertainment activities for epidemic prevention at home, and these electronic products make it long and boring ‘ Zhai ’ Life adds interest. " Zach Li said.

　　When consumption was cold due to the epidemic, "cloud life" drove the sales of some consumer electronic products to increase greatly, and the supply of emerging products continued to increase, allowing many new formats to develop against the trend.

　　Statistics from the National Bureau of Statistics show that from January to February this year, the demand for electronic products such as 3D printing equipment, smart watches and smart bracelets increased rapidly, and the output increased significantly year-on-year, with growth rates of 101.0%, 119.7% and 45.1% respectively. The growth momentum of emerging kinetic energy has not changed.

　　On several major e-commerce platforms, the sales of electronic products have also increased. In February, notebook computers, tablet computers, printers and smart cameras became hot items on e-commerce platforms such as Suning.cn and JD.COM, and some products were even out of stock. Perhaps it is precisely because of the new consumer demand generated by the epidemic that many consumer electronics companies choose to release their new products in the near future. Among them, Apple recently launched a new tablet iPad Pro and computer Macbook Air, which received wide attention.

　　Smartphones hit bottom and rebounded.

　　The situation of epidemic prevention and control in China continues to improve, and the consumer market is recovering with the warm spring. At the same time, related enterprises have also actively launched "self-help".

　　In the field of smart phones, the rebound and recovery of consumption are more obvious. Previously, affected by the epidemic, many mobile phone manufacturers closed their factories, and normal mobile phone production could not be guaranteed. Under the background of the whole society’s resumption of work and production, the mobile phone industry is increasing its productivity, and the output is gradually approaching the normal level. Recently, many mobile phone manufacturers, such as Huawei, have said that they are fully restoring the supply chain to ensure market supply.

　　A person in charge of a mobile phone manufacturer said that from the sales performance at the beginning of March, the sales volume of smart phones in China has approached or even exceeded the same period last year. Industry insiders predict that the domestic 5G smartphone market is expected to resume its growth momentum in the second quarter of this year.

　　While increasing horsepower to ensure production, the release of new machines by major manufacturers has also been carried out one after another. Since late February, the listing speed of new 5G mobile phones has obviously accelerated. According to the data of China Information and Communication Research Institute, there were 16 new models listed in February this year, including 11 5G mobile phones. Recently, Huawei held an online conference to release three P40 series mobile phones to the world — — P40, P40 Pro and P40 Pro+. It is worth mentioning that this model is equipped with the HMS Apps terminal cloud service ecosystem independently developed by Huawei.

　　Experts said that in the fields covered by "new infrastructure", 5G is considered to be the top priority, and the industrial chain extended by 5G will also be rapidly driven. Thanks to the acceleration of "new infrastructure", the construction of 5G infrastructure and the improvement of 5G communication environment will further stimulate the recovery of the industry and promote the arrival of the "replacement tide" of 5G mobile phones.

　　Create a new consumption format

　　In order to better release the new consumption potential, in recent days, the central and local governments have successively introduced a series of measures to promote consumption to promote consumption in electronic products and other fields.

　　A few days ago, the National Development and Reform Commission and other 23 departments jointly issued the "Implementation Opinions on Promoting Consumption Expansion and Upgrading to Accelerate the Formation of a Strong Domestic Market", increased support for electronic products and other fields, and proposed to encourage green smart consumption, accelerate the improvement of recycling networks in the fields of home appliances and consumer electronic products, and encourage enterprises to use technologies such as the Internet of Things, big data and artificial intelligence to promote the intelligent upgrading of various electronic products.

　　At the same time, many governments have accelerated the introduction of preferential measures to encourage green and smart consumption and promote product upgrading through measures such as issuing consumer subsidies and replacing old electronic products with new ones. Many e-commerce platforms have also launched promotional activities such as home appliances and electronic products.

　　Experts said that in this COVID-19 epidemic, new consumption formats and new consumption models represented by electronic products showed strong growth potential. With the progress of science and technology and the acceleration of the updating of consumption concepts, the upgrading and intelligent upgrading of electronic consumer goods and other products will enter a fast-paced stage. How to cultivate and grow the new consumption and upgrading consumption power generated by the epidemic, and how to realize the long-term development of short-term products is a new test faced by the government and enterprises, which is of great significance for stimulating the formation of new kinetic energy and promoting steady economic growth.

　　At the press conference held by the joint prevention and control mechanism of the State Council on the 17th, Mi Feng, spokesman of National Health Commission and deputy director of the Propaganda Department, said that it is necessary to accurately understand and grasp the deployment measures to optimize prevention and control work, and resolutely oppose two tendencies, that is, to continuously rectify layers of overweight, prevent "one letter from being sealed", and oppose irresponsible attitudes, prevent "one release", ensure that the 20 measures are implemented to the letter, and ensure the safety and health of the people.

　　Will it cause hidden risk if we no longer judge the secret connection?

　　Regarding the social concern that it is no longer necessary to judge whether the secret connection will cause hidden risks, Shen Hongbing, deputy director of the National Bureau for Disease Control and Prevention and academician of China Academy of Engineering, said that this is a more scientific and accurate prevention and control measure based on the risk of infection, and this group of people is no longer isolated centrally, in order to make more effective use of prevention and control resources and service guarantee resources such as diversion and isolation.

　　He said that at present, in some places, it is not necessary to directly judge the secret connection as secret connection and carry out upgrading control. "At the same time as canceling the judgment of the secret connection, all localities should make quick judgment, quick detection and quick control for the secret connection. Once the nucleic acid test of the close contact person is positive, it is necessary to further carry out the investigation and control of the close contact person at the first time, which has higher work requirements. "

　　Will the cancellation of the medium-risk area affect the precise prevention and control?

　　"In order to minimize the control of unnecessary regional personnel, 20 optimization measures canceled the judgment of medium-risk areas." Wang Liping, a researcher at the Center for Disease Control and Prevention of China, said that this set a higher standard for the handling of epidemic situations in various places, requiring more accurate and efficient epidemiological investigation and risk assessment. Regarding the nucleic acid detection and control measures in high-risk areas, it is still implemented according to the ninth edition of the prevention and control plan. It is required to carry out nucleic acid detection three days before the implementation of the closure control, and the frequency of subsequent detection can be determined according to the results of the first three tests. Within 24 hours before the cancellation of management, a full-time nucleic acid test in the area should be completed.

　　Wang Liping stressed that the elderly, minors, pregnant women, disabled people, people with mobility difficulties, hemodialysis patients, mental patients and patients with chronic diseases living alone in the closed management area should be well arranged to provide them with better living and medical supplies.

　　Does it mean that the diagnosis and treatment of COVID-19 patients should be classified in the future?

　　Guo Yanhong, director of the Medical Emergency Department of National Health Commission, said that one of the 20 measures is to strengthen the construction of medical resources, which is also a specific requirement for dealing with the epidemic faster, better and more efficiently in combination with the current situation of epidemic prevention and control, and is also an important measure to better coordinate the epidemic prevention and control and daily medical service guarantee and persist in improving the quality of medical services.

　　Guo Yanhong said that since the outbreak, we have strengthened capacity building and classified treatment of patients from three aspects. First, all localities are required to designate hospitals with strong comprehensive ability and high treatment level as designated hospitals. Designated hospitals should be equipped with beds for treatment according to the local population size, and ICU beds should reach 10% of the total number of beds. Second, strengthen the construction of shelter hospitals. Third, hospitals above the second level are required to set up fever clinics, so that they should be all set up and open, and the responsibility system for first diagnosis should be strictly implemented. Once suspicious patients are found, they should be screened as soon as possible. If they are positive, they should be quickly transferred to designated hospitals or shelter hospitals for treatment.

　　What are the requirements for regional nucleic acid detection after local epidemic?

　　Shen Hongbing pointed out that if there are only sporadic infected people in the local epidemic and the transmission chain is clear, when there is no risk of community transmission, it is generally not necessary to carry out all-staff nucleic acid testing according to administrative regions; When there is a risk of spread of the epidemic, the district where the epidemic is located can carry out a full-time nucleic acid test every day according to the risk assessment results. After three consecutive nucleic acid tests without social infection, a full-time nucleic acid test will be carried out every three days. If there is no social infection, the full-time nucleic acid test can be stopped.

　　"For other areas where infected people have frequent activities and long stay, a certain area can be designated to carry out full-time nucleic acid testing based on flow research." Shen Hongbing said that in principle, all staff nucleic acid testing should be carried out once a day, and three consecutive nucleic acid tests without social infection can stop all staff nucleic acid testing.

　　Inter-provincial tourism management activities are no longer linked with risk areas. How is it specifically stipulated?

　　Recently, the Ministry of Culture and Tourism issued the Notice on Further Optimizing the Prevention and Control Measures of Epidemic Situation in COVID-19, and doing a good job in prevention and control of cultural and tourism industries scientifically and accurately. It is clear that inter-provincial tourism business activities will no longer be linked with risk areas. In this regard, Li Xiaoyong, deputy director of the Market Management Department of the Ministry of Culture and Tourism, said that the document also requires local cultural and tourism departments to actively guide inter-provincial tourists to take the initiative to conduct nucleic acid testing in accordance with the requirements of "landing inspection" for inter-provincial migrants.

　　Regarding the social concern about checking nucleic acid test certificates in public places, Shen Hongbing said that special people such as infants under 3 years old can be exempted from checking negative nucleic acid test certificates. Cross-regional migrants should take the plane, high-speed rail, train, inter-provincial long-distance bus, inter-provincial passenger ship and other means of transportation with negative nucleic acid test certificate within 48 hours. After arriving at the destination, they should carry out "landing inspection" according to territorial requirements. Those who stay in hotels and enter tourist attractions need to check the health code and negative nucleic acid test certificate within 72 hours.

　　What is the role played by the special classes in various places to rectify the problem of "layers of overweight"?

　　According to Shen Hongbing, since the publication of the 20 measures on the 11th, from the information data of the official website of National Health Commission "Nine No Public Message Boards for Epidemic Prevention and Control", the number of complaints from the masses has dropped significantly, from 3,306 on the 11th to 2014 on the 16th, with a drop of 39%.

　　Shen Hongbing pointed out that the problems are mainly concentrated in three aspects: first, restrictive measures such as forced repatriation and isolation are taken for people from low-risk areas, accounting for 25%; The second is to expand the restricted travel range from high-risk areas to other areas at will, accounting for 23%; The third is to expand the scope of risk personnel who take isolation and control measures at will, accounting for 18%.

　　"As of 12: 00 on the 17th, rectification ‘ Layer by layer plus code ’ The problem class has transferred a total of 130,000 clues to complaints from local people, and the completion rate is 99%. It should be said that the effect is very remarkable. " Shen Hongbing said.

　　(Beijing, November 17 th, by reporter Jin Zhenya)

Text | Wang Zhongyang lp

　 　　

First of all, it’s hard to treat No regrets as a "serious" spy war drama, because it’s more like a history in which two people of different faiths witnessed each other in decades of love and killing each other.

Tracing Without Regret tells the changes of Beijing from 1949 to 1988 after the founding of New China in the name of "spy war".

In view of this, the drama was controversial in that year, such as "Why should we create a’ good spy’?" "Why do you want to expose scars?" "Why did those past’ sports’ have to be filmed in such detail?" Wait a minute.

But it is also the case that "No regrets" is particularly precious in today’s film and television dramas with similar themes. Even now, it can make the audience think about some problems worth thinking about.

Tracing Without Regret was first broadcast in 1995, produced by Beijing TV Station, directed by Yin Li, written by Zhang Ce and Shi Jianquan, and produced by Zheng Xiaolong. This drama adopts the parallel narration of "two male masters", so "first hero" is teacher Wang Zhiwen and teacher Liu Peiqi. Compared with Wang Zhiwen, who has long been famous, this drama can be regarded as one of Liu Peiqi’s classic masterpieces. At the same time, Teacher He Bing, the young Ms. Li Bingbing, and even the actress Ms. Juanzi, who later played your princess in Princess Huanzhu, all played important roles.

一

一句话，几十年

1949年，北平和平解放，肖大力（刘佩琦 饰）以人民警察的身份登场，巡逻时他路过剃头铺包师傅（李丁 饰）那里，听见包师傅和徒弟孙焕彰（何冰 饰）赞言天安门放炮庆祝的事情，当中有个高个年轻人止住他们的话，解释放的是什么样的炮，工作原理是什么。

这一耳朵让肖大力询问身旁的留用（原国民政府）警察王六斤（李连义 饰）：“这说话的是什么人？”

王六斤瞅了瞅，说：“他叫冯静波，是咱们这的教书先生。”

于是肖大力心里起疑：一个教书先生怎么知道枪炮原理？

这个问题后来围绕在他心里几十年。

为了探寻这个问题，他特意请示上级主动搬到冯静波（王志文 饰）住的院子里同他做了邻居。在随后的漫长岁月中，他夜半时常听到楼上收音机里传来一阵声音：

"Comrade 5182, please answer …"

Before Xiao Dali decided to move here, at midnight, in Feng Jingbo’s bedroom, his conversation with another person confirmed his guess. The man said to Feng Jingbo:

"Capitalism is not as good as communism, and communism is not as good as the Three People’s Principles … The organization decided to let you stay and collect information, and at the same time accept the next work instructions …"

Distinctive, Xiao Dali’s answer has long been known to the audience, and the next step is just a battle of wits between two people-

I know you know I know, I don’t say anything, you don’t say anything.

One is intended to lurk, and the other is to grasp the present. Many years later, when I watched it again, I found that Feng Jingbo seemed to have done nothing bad, and the radio left to him by the "organization" became a decoration. On the contrary, he is completely integrated into the new society, and he is cautious and trembling in Xiao Dali’s often cold eyes.

A walk, a look, two people in each other "accompanied" experienced various major historical events and various movements after the founding of New China. The audience also slowly forgot an important thing through the perspective of onlookers:

This is a spy war drama.

In "Tracing Without Regret", there are not many "spy wars" scenes involved, and it is always just around Xiao Dali who has racked his brains to catch Feng Jingbo’s handle and Feng Jingbo’s ambivalence:

He knows that the organization will contact him at any time, just like a prisoner sentenced to death with a suspended sentence, knowing the result, but he doesn’t know when that day will come.

What’s more, Xiao Dali has to catch the absconding bully "Six Hades", and this person may be the "online" who will contact Feng Jingbo. Therefore, as a neighbor, every time Xiao Dali clamored for a spy in the yard, Feng Jingbo thought that he had been "closed" for a moment or two.

In fact, Xiao Dali did lock him up once, but not because he was caught as a spy, but because of his "emotional problems."

two

Two feelings, sigh the world.

Xiao vigorously suspected Feng Jingbo, but he never mentioned his doubts to anyone except a few people who were limited with the police station.

After the liberation of Peiping, he and his wife Liu Yaqin (Kong Lin) moved into the courtyard where Feng Jingbo lived. By mistake, Liu Yaqin became a teacher of a school for Feng Jingbo, and they became colleagues, and they also had a lot in common.

The couple are young and old, and their educational level is very different. Therefore, as one of the heroines in the drama "Yan value is second", Liu Yaqin always feels CP when he and Feng Jingbo are laughing and even walking together. Even at home, I don’t hesitate to appreciate "Teacher Feng". However, this plot also highlights Xiao Dali’s personality charm-

No culture, but full of magnanimity.

This kind of magnanimity makes him not pretend, not hypocritical, and also looks very brain-dead.

To what extent is magnanimous?

In the face of "movement", he pondered and asked:

"I think, if the enemy agrees with what we are doing, does that mean we are wrong?"

As a result, the superior almost spit out a mouthful of water: "Do you want to be a party member? ！”

Xiao Dali was rude and admitted to death, but it was not unreasonable. After the "revolution" began, others attacked the campus. As the director of the police station, he also arrested his son on the grounds that "it could not affect his children’s schooling". Even after being taken away, persecuted or even injured by "teenagers", he would still think that "we are good people fighting good people and misunderstood. But you Feng Jingbo is different! I don’t believe you, a toad, can urinate? ！”

In order to find out the question that haunts this "Mr. Feng" in front of him, Xiao Dali "absconded" from the hospital, and as a result, his wife finally couldn’t bear the pressure and hanged herself …

Feng Jingbo, the other hero of this drama, has had a hard time for decades. He is a living person with flesh and blood, followed by a "warrior" with "faith", but the soldier himself is afraid of death. In order not to reveal his whereabouts, or even to cover his identity, he chose to marry the big eyebrow (Yue Xiuqing) who was born as a maid in a brothel, a decision that he regretted when he was young.

There are two scenes in this play that illustrate his pain:

First, Dameizi’s mother and brother came to live in the city from their hometown, and his wife and brother secretly sold garlic. In those days, they were caught by the police station as a result of "speculation". Dameizi’s mother knew that the director was Xiao Dali, a neighbor of her son-in-law, and his wife was a colleague of her son-in-law, so she clamored for him to intercede.

The scholar is thin-skinned, and when Feng Jingbo doesn’t go, the old lady shouts in the yard, and the vulgar words make him speechless.

First, although my brother-in-law was released, the police station asked him to write a check, and the old lady asked Feng Jingbo to write. Feng Jingbo said that I was right. Why did you let me write? The old lady scold again:

"You can’t even write a check or are you a scholar?"

When I grow up, watching this scene again reminds me of a question on the Internet:

Can two people with very different educational levels be together?

The marriage of Feng Jingbo and Xiao Dali can be said to be the perfect answer to this question, because they can all be referenced. Many years later, another popular TV series "Parents Love" also answered this question well:

Divide people.

For Feng Jingbo, who has no love at all, the big eyebrow is just a "bunker", which is different from Xiao Dali’s love of "settling accounts with rival in love with grenades". Feng Jingbo despises the big eyebrow from his heart. This is also the reason why he cheated on the principal’s daughter, Xu Xiaoyu (Liu Xin).

When Dameizi knew that Feng Jingbo was cheating, everyone in the yard could hear her roar. When everyone rushed in, people only saw Feng Jingbo sitting in a chair with scratches on his face, while Dameizi was crying while swearing.

Therefore, Xiao Dali, who is also a working people, shut Feng Jingbo in the toilet and let him think about his own problems.

Feng Jingbo said: "My feelings are my own business."

Xiao Dali said, "I’m talking about other things besides feelings."

Such specious words between two people will exist for many years.

three

Look at the sea, just ask the sky.

Walking in the history of time, the radio became an antique, and the barber shop was renamed as a barber shop. Xiao Dali, who lost his lover, and Feng Jingbo, who made do with it for half a life, ushered in a new era.

In the changes of the times, they are all old and behind the times.

What Xiao Dali doesn’t understand is why people used to buy meat to buy fat, but now they want to buy lean meat. Why does his son (Hao Rong) become more and more timid? Why are workers and peasants slowly losing their glorious status? Why do you watch your neighbor girl Yuan Yuan (Juanzi) accompany foreigners to foreign-related hotels and become a "lying and earning money advocate" disdained by cleaners? Why did his persistence and persistence become the "brain disease" in the mouth of the younger generation?

What Feng Jingbo doesn’t understand is why his wife and daughter (Li Bingbing) are increasingly alienated from themselves. Why "Looking south to Julian Waghann for another year, Julian Waghann only has propaganda company"? Why does it seem that the more "counter-offensive" it has been for decades, the more "far" it seems? Why did no one mention the blood debt of that year after the "Six Yan Wang" who was shouted and killed by everyone in the past returned to the mainland as a Taiwanese businessman, but instead praised him as a guest? And what is this person who has been lurking for decades and exhausted his life?

So, he drank wine and said in front of everyone:

"I don’t believe this. Can this toad still urinate?"

The somebody else quickly stopped him:

"Why do you talk more and more like Xiao Dali?"

"Love each other" kills each other, which is probably the case.

Interestingly, Xiao Dali only despised Feng Jingbo from beginning to end, disdaining his marriage as a cover, disdaining his infidelity, disdaining his poverty and pedantry, but not his personality. Even in the craziest years of that year, he insisted on grasping evidence to arrest people.

Feng Jingbo only respects Xiao Dali, angry that he is stubborn but respects him, angry that he does not respect personal privacy but respects him, and angry that he does not support the marriage of two children but respects him.

Finally, when Feng Jingbo realized that Dameizi had long known his spy status and burned the "power of attorney", he could only tell his daughter not to be with Xiao’s son, and after decades of suppression, Feng Jingbo was relieved in pain:

I admit it, that’s all.

One morning, Xiao Dali went out and saw a letter on the ground. Feng Jingbo said in the letter:

Dali, you guessed right. I’m a spy, code 5182. I’ll turn myself in. I’ve been pestering you for decades, and I’m convinced.

four

Postscript

For the first time, I actively, consciously and seriously talked about a TV series nearly 30 years ago. So far, there are still many plots and details that have not been written, just written and written. I found out why the broadcast of No regrets caused a lot of controversy and even criticism.

From 1949 to 1988, New China experienced many major historical events and various movements. There was a scene in the play in which Feng Jingbo couldn’t stand Xiao Dali’s suspicion and said, "You count, from the founding of the People’s Republic to the present, four clean-ups and four small ones are unclear … when have I fallen behind?"

Xiao Dali’s bearded master (Hou Kun) divorced his original rural wife at the speed of light after entering the city, and married the director of women. During the "difficult" period, his wife’s children went to the city to find him, stayed at Feng Jingbo’s school overnight, and went to the canteen to find food in the morning. As a result, they choked to death (big neck disease). Feng Jingbo said that their hometown was starving, and Xiao Dali quit, saying that he was viciously attacking the government. After being released, Feng Jingbo said to him softly, "There is no one in that child’s hometown …" Xiao Dali was no longer angry …

As for Master Bao’s apprentice Sun Huanzhang, who fought in the War to Resist US Aggression and Aid Korea, he was stunned by a bomb, burned off an arm by a firebomb and became a prisoner. After returning to China, he never joined the party. Eliminating the four evils and the madness of the whole people during the Great Leap Forward; Closing brothels and letting women collectively receive cultural education and arrange employment, etc., almost all the phenomena after the opening of the corresponding plot have become a satire. Especially when the former executioner "Six Yan Wang" appeared as a Taiwanese businessman who went to the mainland to find relatives and invest, all those indignant people changed their faces, which further enhanced the historical value and social value of the play.

Compared with the original short stories of the same name, Tracing Without Regret, in the conception of its director and creator, constructs the development process of new China in just 20 episodes, and only uses the lens to lead the audience to "browse" the events that grandparents and fathers have experienced and the performance of all the people in these stories.

Those who are good at meeting people who know how to "keep pace with the times" live well, while those who abide by principles can only lament injustice. As for the Great Leap Forward, Feng Jingbo stood in front of the demolished stove. The stove was developed by him alone to cook hot meals for the students, but it was used by everyone as an "advanced" performance. He could only lament:

The children are going to eat cold rice again.

Xiao Dali behind him is awkward. He may have wanted to say that I caught your "reactionary remarks". But when you think about it, it seems reasonable.

Because Xiao Dali is also an honest man.

As for the most criticized ending, it may be Feng Jingbo’s surrender:

You didn’t catch me. I admitted it myself.

You can’t catch me either, because I haven’t done anything bad.

This was unimaginable in the film and television creation of that year, and it is unimaginable now.

Therefore, I made a little effort to briefly introduce this "No regrets tracking".

It is not "black and white", nor "positive will win evil". The "enemy" also has faith, does not yield, is human and deserves respect.

Rare, very rare, too rare.

If its position is unclear, it just states a real history.

If it is said that there is no distinction between loyalty and treachery, in that history, it is clear who is loyal and who is treacherous.

Fortunately, now this drama can be watched on all major platforms, which is even more rare for an excellent, undisguised, objective and fair literary work.

No regrets, you can’t just pay a joke.

?

　　In order to speed up the solution to the problem of "where to go for fitness", the General Office of the General Administration of Sport, together with the General Offices of the National Development and Reform Commission, the Ministry of Finance, the Ministry of Housing and Urban-Rural Development and the People’s Bank of China, recently issued the "Work Plan for the Improvement of National Fitness Facilities (2023-2025)" and launched the "National Fitness Facilities Improvement Action".

　　According to reports, the "National Fitness Facilities Improvement Action" will focus on four major actions: strengthening the foundation of fitness facilities, improving quality, providing excellent services and increasing benefits, expanding the increment of fitness facilities, improving the quality of fitness facilities, making good use of the stock of fitness facilities, and improving the open service level and comprehensive use efficiency of fitness facilities; According to the plan, by 2025, the county and village three-level public fitness facilities and community 15-minute fitness circle will achieve full coverage, mass sports events based on fitness facilities will become more popular, and the service level and use efficiency of public fitness facilities will be further improved.

　　In addition, the work plan also proposes that in principle, all newly-built fitness facilities in various places should be equipped with 100% fitness facilities for the elderly and children. At the same time, combined with the urban renewal work such as the renovation of old urban communities and the construction of complete communities, the embedded fitness facilities will be built by using the urban "Jinjiao Yinbian" to build a multi-level and diversified fitness circle around the masses.

　　The State Sports General Administration said that the next step will be to make concerted efforts with the National Development and Reform Commission, the Ministry of Finance, the Ministry of Housing and Urban-Rural Development, and the People’s Bank of China, make overall use of various funding channels, establish and improve the incentive mechanism, increase supervision, speed up the solution of the problem of "where to go for fitness" and promote the construction of a higher-level public service system for national fitness. (CCTV reporter Yang Wei)

When YOLO opened the year, it became the king of both topic and box office; When hot topics about Jia Ling keep emerging, when articles about Jia Ling’s successful weight loss of 100 pounds are overwhelming, it is destined that March, the first weight loss season at the beginning of the new year, will not be too ordinary.

According to the statistics of Xinhong. com as of February 25th, the popularity of fitness topic Xiaohongshu # reached 74,776,300, exceeding 92.03% of the keywords in the whole station.

During the Spring Festival, the trading index of sports equipment on Tmall platform surged, among which the trading index of kettle bell increased by more than 430% month-on-month, the trading index of skipping rope increased by more than 280% month-on-month, while the trading indexes of fitness gloves and boxing gloves increased by 220% and 120% respectively.

More and more consumers’ enthusiasm for fitness has been ignited, not only in the sales of sports equipment, but also in the selection of meal replacement and fitness drinks. Especially under the popular science blessing of professional fitness bloggers on major platforms, drinks such as electrolyte drinks as a supplement after exercise have gradually attracted consumers’ attention.

However, at present, most electrolyte water on the market uses sugar to provide energy, which can not meet the health needs of many consumers, making coconut water as a natural and healthy drink, gradually favored by fitness enthusiasts. With the advantage of being rich in natural electrolyte, it can realize heat explosion, and with its low calorie and electrolyte-rich characteristics, it has replaced the traditional sugary sports drink, which has become an ideal choice for many consumers to replenish water and electrolyte after fitness. Moreover, it does not add a lot of synthetic raw materials, which deeply meets the health needs of consumers and releases huge consumption potential.

The production and research team of the light brand showed a keen sense of market smell and quickly launched a 100% coconut water with a formula of 0 sucrose and 0 fat to meet the needs of exercise and weight control. And choose Thai perfume coconut and sunshine coconut as raw materials, break through the traditional barriers, upgrade the taste of products, and at the same time upgrade the product packaging, with exquisite "diamond bottle" innovative packaging, create product differentiation and seize the minds of users. When the product was launched, it focused on summer exercise to quench thirst and replenish natural electrolytes through high-frequency content marketing and product planting, which opened consumers’ awareness of coconut water and made 100% coconut water a little red book and a vibrating explosion, achieving a leap in performance.

Of course, 100% coconut aquatic products that are lightly branded can break the circle. In addition to innovative content marketing, the market penetration is deepened, and the product strength behind it cannot be ignored. Light on the modern production base, the introduction of German fully automatic aseptic production workshop and advanced aseptic production technology, equipped with eight international standard fully automatic production lines, the annual output can reach 2 million tons, and the daily production of beverages can reach 24 million bottles. The mature and perfect industrial chain allows the light on the brand to break through the supply chain restrictions such as unstable raw material procurement, difficult production and transportation, short shelf life and easy deterioration, with stable quality, lower than the traditional high-priced coconut water, with content marketing, to stimulate consumers’ interest and successfully pry it open.

With the rise of healthy diet, coconut water, as a substitute for traditional sugary sports drinks, has risen against the trend and become a potential stock in the beverage industry. With multiple benefits, the coconut water market in China has ushered in the rapid expansion of the track, which has risen from 513 million yuan in 2018 to 780 million yuan in 2022. However, compared with the relatively popular European and American markets, China is welcoming more market space. Let’s look forward to 2024, when such a powerful brand as Qingshang will bring more innovative products and bring new amount to the industry.

　　Although the level of playing football has not yet been in line with the international standards, many domestic football stars have a sense of touch in fashion. And the high income and frequent opportunities to go abroad also enable them to get in touch with the most cutting-edge things in fashion. Over time, these stars have gradually formed their own set of "fashion classics".

　　Hui XieGood taste

　　Dress up, the model wife listens to him.

　　When it comes to players and fashion, everyone will think of Xie Hui first. This handsome star who just went to Germany to continue studying abroad is also recognized as a fashion gentleman in the circle, showing fashion elements from head to toe. Moreover, Xie Hui is also a frequent visitor to various catwalk activities, which is not something that ordinary people can do.

　　

　　

　　Xie Hui and his wife walked the catwalk together.

　　In terms of dress, Xie Hui doesn’t like to follow the crowd. "Many people think that as long as they buy the best brand, they are pursuing fashion. I don’t think so. While pursuing the brand, I prefer the brand that suits me. " As for shoes and bags, Xie Hui thinks it is very important to match clothes. "The choice of bags and shoes can play a very good role, otherwise the whole body will fail."

　　Is Xie Hui’s wardrobe full of clothes? "I may have more clothes than others, because I like to buy clothes and keep up with the trend." Xie Hui said, "However, don’t think that I have too many clothes, or I often keep changing new clothes." Xie Hui buys clothes, and never buys clothes that are worn for one quarter and immediately eliminated the next year. "I like to buy some clothes that can last for a long time, no matter the brand or the style. Many of my clothes, whether in style or texture, can be worn for a long time. "

　　Does Xie Hui’s fashion inspiration come from his supermodel wife Tong Chenjie? "On the contrary, I have more ideas than my wife. When we buy clothes together, I often give her advice and she listens to me." Not only clothing, including furniture, daily necessities and so on, if you need to make up your mind, it’s basically Xie Hui. "Because I have a good eye, Tong Chenjie also trusts me."

　　Yu Tao is the most willing.

　　Shopping, brand recognition regardless of cost

　　Someone once said: "Pu Wei said that her bag brand was big, and Yu Tao smiled." Yu Tao really loves to buy bags, but Yu Tao likes to buy clothes more than bags.

　　When Yu Tao was in the National Youth Olympic Team, he often had the opportunity to play abroad. At that time, Yu Tao chose luxury goods regardless of the cost. "At that time, he was young and casual, and he bought what he liked, regardless of whether he needed it or not." One more thing, when I bought clothes abroad, my best friend Qu Bo always stood on the side of the salesperson, so that Yu Tao couldn’t help but pay for it. "With the encouragement of Qu Bo, I bought a lot of things."

　　LV and PRADA are the first choice for Yu Tao to buy bags, while Yu Tao prefers clothes designed by Italian designers such as PRADA, Cerruti1881 and ARMANI.

　　What satisfied Yu Tao the most was a KENZO suit he bought when the Olympic team was training in Paris. At that time, Yu Tao took a fancy to this black suit when he was shopping, and it fit perfectly after trying it on. "It felt like it was made for me, so that a thin person like me could buy such a suit in Europe. I wanted it without thinking." As a result, this suit was really put to great use. Yu Tao took this KENZO suit as the second formal suit at the wedding with his wife Ren Ne.

　　In fact, at the beginning of buying clothes, Yu Tao had no specific brand concept. "At that time, there was no brand awareness, so I felt that expensive things must be good. Later, I gradually got to know so many brands, and I really have something extraordinary in terms of workmanship and texture. " Today, Yu Tao’s wardrobe is full of brand-name clothes he bought from abroad and at home in the past two years.

　　SunjiEmphasis on individuality

　　Understanding, suitability is the best.

　　Sun Ji, the elder brother of "Lucky Brothers", is good at matching different clothes according to different occasions, which is due to his frequent reading of fashion magazines and watching various top fashion shows regularly broadcast by TV stations. However, Sun Ji believes that it is not enough to just look at it. The key is understanding. "In addition to observing other people’s dressing styles, we must also find a feeling that suits us. Dressing that suits others may not suit us." Sun Ji’s friend said to him, "Ah Da, if you don’t play football, you can be a runway model. What a nice clothes rack." Sun Ji laughed heartily. "How can you say that? When I buy clothes, the shop assistants all say that."

　　The brand of clothes is not Sun Ji’s most concerned point, but the texture and style of clothes are Sun Ji’s first consideration. Sun Ji prefers clothes that are casual and not stuffy, but have a little shape but don’t look fancy, such as standing collar, or the neckline is asymmetrical, left or right, which makes people look youthful and lively. Sometimes, on a whim, Sun Ji will also buy a dress with a jump color.

　　Sun Ji not only pays attention to the collocation of clothes, but also the collocation of backpacks. Sun Ji always likes backpacks, and his favorite brand is GUCCI. Under the influence of Sun Ji, Sun Xiang, the younger brother who never used to carry a backpack, was also willing to carry a bag on his shoulder. During the trial training in Eindhoven, Sun Ji found that many local people carried backpacks, which made people feel relaxed and comfortable, so Sun Ji bought a backpack for himself. "Casual and generous, people’s mood is also comfortable."

Editor: Shuo Yang