分类归档 C3

通过admin

Multi-party deployment of intelligent networked cars into the "fast lane"

  "Yuexiang Xiong ‘an" self-driving vehicle was tested in xiong’an new area. Xinhua News Agency reporter Xing Guangli photo

  A self-driving taxi operated by Xiaoma Zhixing is waiting for passengers at a self-driving stop in Nansha, Guangzhou. Xinhua News Agency reporter Liu Dawei photo

  The development of China’s intelligent networked automobile industry has entered the "fast lane". In the first half of this year, the number of passenger cars with combined driving assistance in China reached 2.28 million, and the penetration rate rose to 32.4%, a year-on-year increase of 46.2%.

  The reporter noted that many places and departments are intensively deploying a new round of measures, clarifying the next development goal, and promoting the industrialization process of intelligent networked vehicles around encouraging technological innovation, optimizing policy supply, accelerating the construction of vehicle-road collaborative infrastructure, and creating autonomous driving and vehicle networking demonstration zones.

  Accelerate the industrialization process of intelligent networked vehicles

  Recently, many parties have intensively introduced support measures to seize the development opportunities of intelligent, networked and electrified vehicles and accelerate the layout of intelligent networked vehicles.

  The Ministry of Industry and Information Technology recently said that it will adhere to the development strategy of "bicycle intelligence+network connection empowerment", further improve measures, and continue to promote the high-quality development of intelligent networked vehicles in China.

  The Ministry of Industry and Information Technology proposed that it would unite relevant departments to guide more places to try first, further expand the scope of test roads, select typical areas with conditions under the premise of ensuring compliance, safety and reliability, explore the application of intelligent networked vehicles in all regions and multi-scenarios, and accelerate the industrialization process of intelligent networked vehicles. At the same time, accelerate the construction of intelligent transportation infrastructure, deploy key projects of vehicle networking, promote the construction of national-level vehicle networking pilot areas, and organize pilot projects for the coordinated development of smart city infrastructure and intelligent networked vehicles.

  Many places have also set development goals, and put forward detailed measures around enhancing the ability of independent technological innovation, promoting the coordinated development of industries, expanding the comprehensive application of multiple scenarios, and optimizing the supporting environment for industrial development.

  Chongqing Action Plan for Innovative Application of Autopilot and Internet of Vehicles (2022— In 2025), it is proposed that by 2025, conditional self-driving cars will be mass-produced and applied on a large scale, and an intelligent networking technology system will be formed to meet the requirements of highly automatic driving. The local support capacity in key technical fields will exceed 80%, and it will be the first in China to build a C-V2X network (cellular car networking) that adapts to the products of more car companies and communication equipment companies.

  Shanghai proposes to speed up the development of intelligent networked automobile terminals, strive to build more than three brands with Shanghai logo by 2025, and create more than 10 explosive products, with an output value of 500 billion yuan. Autopilot (L3) cars account for over 70% of new car production, and advanced autopilot technology (L4) can be applied in logistics, transportation, sanitation and passenger transportation.

  "China’s intelligent networked automobile industry is developing rapidly and is currently at a critical stage of rapid technological evolution and accelerated industrial layout." Zhao Gang, president of Saizhi Industry Research Institute, told the Economic Information Daily that speeding up the industrialization process of intelligent networked automobiles in many ways will not only help to accelerate the innovation, development, transformation and upgrading of the automobile industry, but also drive profound changes in the fields of intelligent transportation, smart energy and smart cities, and accelerate the innovative development and application of new generation digital technology products such as automotive electronics, artificial intelligence and 5G.

  Carry out commercial trial operation of autonomous driving in many places

  It is worth mentioning that since the beginning of this year, several cities have carried out commercial trial operations in specific areas of self-driving cars.

  Chongqing and Wuhan issued a pilot policy of unmanned commercialization of self-driving vehicles, allowing self-driving vehicles without security officers to carry out commercial services. Beijing officially opened the commercial pilot of unmanned travel service, carried out normalized charging service, and allowed security officers to move from the main driver to the co-driver.

  At present, many cities in China, such as Beijing, Chongqing, Wuhan, Shenzhen, Guangzhou and Changsha, have allowed self-driving cars to conduct commercial trial operation in specific areas and at specific time periods.

  According to the data from the 2022 World Intelligent Networked Automobile Congress, more than 7,000 kilometers of test roads have been opened nationwide, and the actual road test mileage has exceeded 15 million kilometers. Multi-scene demonstration applications such as self-driving taxis, unmanned buses, autonomous parking service, trunk logistics and unmanned distribution have been carried out in an orderly manner.

  Relevant measures will further promote the progress and commercialization of autonomous driving technology. The Transport Safety Service Guide for Self-driving Cars (Trial) (draft for comment) issued by the Ministry of Transport proposes that under the premise of ensuring transport safety, self-driving cars should be encouraged to engage in urban bus (electric) passenger transport business activities in closed bus rapid transit systems and other scenes, and self-driving cars should be used to engage in taxi passenger transport business activities in scenes with simple traffic conditions and relatively controllable conditions.

  Locally, the "Several Measures of Shenzhen Municipality on Promoting the High-quality Development of Intelligent Networked Automobile Industry (Draft for Comment)" proposes to encourage commercial operation activities such as manned, loaded and special operations of intelligent networked automobiles. Chongqing proposed to speed up the selection of a number of self-driving open test demonstration roads, and take the lead in carrying out expressway self-driving road test and self-driving commercial demonstration operation.

  In addition, the specification for driverless driving is also strengthening. The Regulations of Shenzhen Special Economic Zone on the Management of Intelligent Networked Vehicles make specific provisions on the demonstration application, access registration, driving on the road, network security, accident handling, legal liability and other matters of intelligent networked vehicles.

  Zhao Gang said that speeding up the pilot application of autonomous driving, laying out and promoting pilot projects in the fields of road passenger and cargo transportation, urban travel and logistics, transportation in the park, and specific scene operations will play a role from point to area and enrich the scene application of autonomous driving technology.

  Improve the security system

  Insiders pointed out that technological innovation in the field of intelligent networked vehicles is active and application scenarios are constantly enriched, but there is still a long way to go for large-scale commercial applications. It is necessary to further accelerate the breakthrough of key core technologies, promote infrastructure construction, improve the policy system and optimize the development environment.

  Zhao Gang believes that improving the development environment of intelligent networked automobile industry requires the concerted efforts of many departments, and improving laws, regulations and standards for enterprise and product access, road traffic pilot and road traffic safety. Carry out research and development of key technologies around autonomous driving, vehicle-road coordination and smart roads, and improve relevant technical standards. Further accelerate the construction of intelligent infrastructure for vehicle-road coordination and promote the digital transformation and upgrading of road infrastructure.

  In addition, the development of intelligent networked vehicles "accelerates" and safety must "run" ahead. 360 company car networking security experts told the Economic Information Daily that it is necessary to build a smart platform integrating intelligent networked car safety detection, monitoring, intelligent analysis and emergency response, build a network security infrastructure, and form an intelligent networked car safety management system. At the same time, we will strengthen core technology research and product application innovation in ensuring data security and network security, develop high-performance, high-security intelligent networked automobile products and services, and continuously enrich the security supply capacity.

  Zhao Gang said that it is necessary to strengthen the construction of industry management system for intelligent networked automobile enterprises and product data security and algorithm compliance, clarify the main responsibilities and safety requirements of enterprises, guide enterprises to strengthen product and service capacity building, and create a good industrial development environment.

通过admin

Brush a single gray production and stare at the "business" behind the "myth" of live video live broadcast.

  Reading tips

  Online celebrity, stars, and corporate leaders have poured into the live broadcast room. However, the "beautiful-looking" live broadcast data is not necessarily a portrayal of the anchor’s strength, and it may be that false traffic is growing wantonly.

  With the sales speed of "no seconds" and soaring sales, the sales "myth" is constantly being staged in the live broadcast room, and online celebrity, stars and corporate leaders have poured in … … Live delivery has become the most active outlet at present.

  On the crowded live broadcast track, data traffic is a key indicator to measure the popularity of anchors. However, the data that "looks beautiful" is not necessarily a portrayal of the strength of the anchor, and it may be that false traffic is growing wantonly.

  The reporter’s investigation found that the "grey production" that has been repeatedly banned has long been eyeing the live video platform. In this industrial chain of data fraud, fans, likes, popularity, comments, forwarding, etc. can all be "brushed", with 10,000 plays +500 likes +50 comments, which can be easily realized by purchasing a package from 20 yuan.

  Looking for the anchor to bring the goods but being brought into the "pit"

  Speaking of his three outreach live broadcast experiences, Liu Yun (pseudonym) described it as "simply squatting ‘ Shuikeng ’ Come over. "

  Liu Yun is in charge of the operation of Tik Tok in a sports brand. In order to broaden the online sales channels of physical stores, the company decided to digest the inventory by means of anchor delivery. After the inspection, the company signed a commission sharing ratio with several "big anchors".

  To Liu Yun’s surprise, at the end of May, the company’s first live broadcast was "overturned" with goods. The company found a regional online celebrity anchor with 3 million fans, which was broadcast live for 4 hours and sold less than 2,000 yuan.

  "There must be moisture in the fan data, which is estimated to be ‘ Optimization ’ Passed. " Liu Yun said that the anchor belongs to a company, and the number of works is small, but the broadcast volume of a single work is more than 1 million, which is likely to be the power of the whole company to "raise the number". Liu Yun said frankly that the company mainly refers to the fan traffic when choosing the cooperative anchor, but the authenticity of the data has to be verified by the purchasing power of fans, so "stepping on the pit" is hard to avoid.

  In June, the company made two more live outreach broadcasts. The number of fans of the two anchors was in the million level, and the results with goods were 170,000 yuan and 20,000 yuan respectively. Although sales have gone up, the volume of returns has also soared. "One fan placed an order for 47 items, and finally only 5 items were returned." Liu Yun’s tone reveals helplessness. Many fans are impulsive consumers. "The more they buy, the more they return.".

  "Live delivery really helped the company to quickly withdraw some funds, but the profit margin is really not big." Liu Yun said frankly that the anchor has kept the price of goods very low, and the after-sales and return freight has increased the cost. After some tossing, it is better to find an amateur to do live broadcast.

  "Brush" out of the data fraud industry

  Reporters searched on different platforms with the keywords of "rising powder", "popularity" and "brushing a bill", and a large number of social groups and companies providing data services for live video platforms popped up immediately, and the "gray production" of data was growing wildly.

  Fans, sharing, likes, comments, broadcast volume, live popularity, barrage … … The data indicators for measuring the heat of these live broadcast platforms can be converted into corresponding charging products, and some merchants also provide "package prices".

  "Traffic data is the ticket for the anchor to enter the alternative pool of merchants, and it is also a bargaining chip." An anchor who asked not to be named revealed to reporters that many anchors will adopt the strategy of "parallel authenticity", attract a batch of "real powder" through original content, and then buy some "fake powder" to support the facade.

  The reporter randomly joined a live QQ group, and all kinds of information about brushing data constantly dominated the screen. Clicking on a link of "self-service ordering platform", the reporter saw that it costs 1.96 yuan to buy 1,000 praises in the live room, 1.62 yuan to buy 10 shares in the live room and 3.33 yuan to brush 20 barrage in the live room.

  The salesmen in the group told reporters that these functions of paying attention, praising and forwarding can be completed through computer programs, but comments need more part-time staff, so the fees will be relatively high.

  Subsequently, the reporter called a company with an address in Ganzhou, Jiangxi. A person in charge said that after paying the annual service fee of 1980 yuan, all data "optimization" services can be discounted by 50%. In the price list given by him, there is no "dead powder" 0.1 yuan/piece, "live powder" is 0.25 yuan/piece, and the brush broadcast is 0.00035 yuan/time … …

  During the interview, a number of short video users confirmed to reporters that they had closed some strange accounts without knowing it. "It is probably regarded as ‘ Live powder ’ Sold. "

  Why is the traffic business repeatedly banned?

  "This is the same as the early e-commerce brushing and brushing praise, but the application scenario has changed." Du Junlong, an industry insider who moved from social e-commerce to live broadcast, said that data fraud in the e-commerce field has a long history and the taste of traffic business is getting heavier and heavier.

  According to Liu Junhai, a professor at China Renmin University, such "business" does not conform to the principle of fair competition, which will lead to bad money driving out good money. For consumers, it not only damages consumers’ right to know and fair trade, but also limits consumers’ right to choose.

  Zhao Zhanling, deputy director of Beijing Zhilin Law Firm, said that although the anti-unfair competition law and the e-commerce law explicitly prohibit data fraud, such as swiping data, the behavior of "swiping data" is hidden, and it is usually difficult for market regulators to find it in time and actively. Whether the live broadcast platform can be found and stopped in time depends on the technology and management capabilities of the platform and the willingness of the platform to actively crack down on data fraud. After all, the platform is also the beneficiary of the "data bubble" to a certain extent.

  A few days ago, the China Business Federation said that the Media Shopping Professional Committee of the China Business Federation will take the lead in drafting and formulating national community standards such as Basic Standards for Operation and Service of Video Live Shopping and Evaluation Guide for Online Shopping Credit Service System. All walks of life expect this move to make "live broadcast with goods" have rules to follow.

  Zhao Zhanling said that as a recommended national standard, although it is not mandatory, it will play a guiding role in improving the "rules of the game" in the field of live delivery and helping new formats to improve quality and efficiency.

  Liu Junhai, on the other hand, suggested that when formulating the industry self-discipline standards, we should "open the door and set the standard", especially solicit suggestions from consumers, and enhance the credibility of the whole industry through industry self-pressure, so as to boost consumer confidence.

通过admin

LI was blasted for "issuing an 8-month year-end award". Insiders: Not so much on average.

Image source: LI

When it comes to year-end awards, the nerves of migrant workers will be extremely sensitive. The year-end awards offered by big factories are envied by ordinary workers, but they are far behind.

At the beginning of 2023, LI was accused that he only studied Huawei’s wolf culture in enterprise management, but didn’t see any dividend mechanism in employee rewards. But at the beginning of 2024, LI fulfilled his promise to learn from Huawei in an all-round way.

Recently, the news that "LI issued a year-end bonus of 4-8 months" and "Huawei paid out a dividend of 77 billion yuan" both rushed to Weibo for hot search, admiring a group of migrant workers for a time.

After all, in this year, the year-end "red envelopes" that can receive 1-2 months are a minority, and it is common to have none. Therefore, when Huawei and LI came out to hand out the year-end bonus in a big way, it caused widespread concern and discussion inside and outside the circle.

Regarding LI’s big year-end bonus, Li Xiang, founder and CEO of LI, said, "We can’t just learn Huawei’s process, but not Huawei’s profit distribution".

In Li Xiang’s view, if the target is exceeded in 2023, more bonuses will be given, and if the target is not achieved in 2022, less bonuses will be given, so that rewards and punishments will be clear. Only learning the advanced process, not learning the advanced benefit distribution, and unclear rewards and punishments are the biggest reasons for the inefficiency of the organization, simply tossing employees. Growth, achievement and reward are indispensable.

Screenshot from Ideal Weibo

Screenshot from Li Xiang Weibo

As an ideal learning object, Huawei lavished 77 billion yuan on year-end awards this year, benefiting at least 140,000 people, with a per capita dividend of over 500,000. What is the concept of 77 billion? The data shows that Huawei’s net profit in the first three quarters of this year was 73.056 billion yuan. In other words, Huawei is equivalent to distributing all the net profits of more than 9 months to the participating employees.

What is the ideal year-end bonus?

According to a poll of 615 people in the ideal community, among the votes that are known to give out the year-end bonus for several months, 97 people voted for the year-end bonus for more than five months. Followed by 4-5 months of voting, with 36 people. There are even people who are certified as ideal employees, saying that Ideal has issued an eight-month year-end bonus this year.

However, it is understood that people familiar with the matter in LI told Titanium Media App that the average employee is not as much as eight months, but it is definitely more than last year. It said that LI has issued a notice that employees are not allowed to disclose their year-end bonuses, including discussions among colleagues.

According to the pulse community users who are certified as ideal employees, this year’s year-end bonus in LI is generally between 4 and 8 months, with 4 months of normal performance and 8 months of better performance. Another ideal employee said that in LI’s performance appraisal standard, one M corresponds to two months, and two M’s a year is four months.

Overall, LI’s year-end bonus is more among automobile manufacturers. In contrast, traditional car companies such as GAC, SAIC and Geely generally have year-end awards of 1-2 months, and some are even lower. One user said that Geely Ningbo Research Institute only issued 5,000 year-end awards this year, while another user said that "Guangqi Honda is even worse".

This year, LI issued a large year-end bonus, which was mainly related to its outstanding performance.

In 2023, LI delivered 376,000 new cars, a year-on-year increase of 182.2%. The sales volume ranks first among the new forces, and it is also the first new force with an annual sales volume of more than 300,000 vehicles. In comparison, Weilai, which ranked second in sales volume in 2023, delivered only 160,000 vehicles, less than half of LI.

The continuous increase in sales volume, combined with factors such as the average selling price of vehicles exceeding 300,000, has boosted the performance of LI. According to the latest financial data, LI’s revenue in the third quarter (July-September) was 34.68 billion yuan, a year-on-year increase of 271.2%. Among them, the net profit reached 2.81 billion yuan, an increase of 21.8% from the previous month, and it achieved profitability for four consecutive quarters.

LI will announce its fourth quarter and annual results on February 26th. According to the forecast, LI’s revenue in the fourth quarter will reach 38.46 billion yuan to 39.38 billion yuan, up 117.9% to 123.1% year-on-year.

As of September 30th, the cumulative revenue of LI in 2023 has reached 82.12 billion yuan. If the revenue in the fourth quarter meets expectations, it means that its annual revenue will exceed 100 billion, becoming the first new force with revenue exceeding 100 billion.

Looking forward to 2024, the core goal of LI is to achieve the annual sales target of 800,000 vehicles. If successful, LI is expected to be the top luxury car brand champion in China. In contrast, BBA (Mercedes-Benz, BMW, Audi), which dominated the luxury market all the year round, sold 765,000 vehicles, 825,000 vehicles and 729,000 vehicles in China in 2023, with year-on-year growth rates of 1.7%, 4.2% and 13.5% respectively.

In order to support the annual target, LI will embark on a massive expansion of Zhang Zhilu, new product lineup and offline sales channels in 2024.

2024 is an unprecedented product year in LI, with a total of 8 new cars coming on the market, including 3 modified models and 5 brand-new models. Among them, the current models L7/L8/L9 are expected to be upgraded in March; In April, a full-extended-range vehicle, the Ideal L6, will be added. The price of this vehicle is expected to be between 200,000 and 300,000, which is considered as the key vehicle to hit the annual sales target.

In addition, LI will launch four brand-new pure electric vehicles this year, including the ideal MEGA of pure electric MPV, which has been confirmed to be launched in March, and three other brand-new pure electric vehicles to be launched in the second half of the year. By 2025, LI’s product lineup will form a layout of "1 super flagship model +5 extended-range electric vehicles +5 high-voltage pure electric vehicles".

LI’s flagship retail center has recently opened in the north, Guangzhou and Shenzhen. This is a signal that LI will expand its offline sales channels in 2024. According to the plan, LI will add more than 330 direct stores this year, aiming to expand the coverage of offline channels to all cities including fifth-tier cities. By then, the number of retail centers in LI will increase to 800, which will match the number of BBA’s sales outlets in China.

However, under the surface of the ideal aggressive sales target and expansion strategy, there are also hidden danger signals.

The first is whether the sales volume can maintain a high growth trend. In January this year, the sales of nearly 33,000 vehicles in the sector became the champion of the new forces for the first time, while LI was the runner-up with 31,000 vehicles. Since last December, when the station sold a high of 50,000 vehicles last month, LI failed to maintain the growth momentum of the previous month. Whether the new forces can regain the title in the next February is an important node for the outside world to re-evaluate LI.

In the high-pressure environment of repeated bombardments by competitors and continuous squeezing of the incremental market of the industry, it is a great pressure for LI to achieve more than 100% growth in 2024.

Secondly, can pure electric vehicles be recognized? The delayed listing of the ideal MEGA made LI, who entered the pure electric track for the first time, attract a lot of doubts. Faced with the double pressure of the layout being later than the competitors and the extremely crowded industry, it is difficult for LI to replicate the success of the extended-range track on the pure electric track.

Under the influence of various factors, LI broke out the "eight-month year-end bonus" at such a special time node, and was once again discussed with Huawei, which not only boosted morale, but also released the momentum of LI’s "far ahead" to the industry and attracted more talents to join.

For LI, which wants to expand greatly in 2024, the significance of the year-end bonus far exceeds the meaning of the "year-end bonus" itself. This wave of popularity is a good publicity for its brand exposure and reputation.

In 2024, almost everyone said, "It’s harder and more complicated". Even though there are layoffs in the industry from time to time, we still have to believe that "when God closes a door, he will definitely open a window for you." For example, enterprises represented by LI and Huawei are still expanding against the trend, speeding up their development, and awarding large amounts of year-end bonuses.

How much did the year-end awards go to the migrant workers around you?

通过admin

How can luxury clothing brands open up new possibilities of IP marketing? Explore a new solution in the IP film meeting of Little Red Book "Joint Good Play" and "Luxury Clothing Special Session"

Under the multiple influences of diverse user contacts and subdivision of life scenes, beauty care, luxury goods and fashion trends are facing multiple challenges and opportunities in 2024. How to capture the rapidly changing consumer trends, find the right segmentation scenarios, and anchor the right communication path to connect with consumers has increasingly become an urgent issue for brands.

Relying on the vigorous content ecology, massive real users and diverse consumption scenarios, Xiaohongshu marketing IP has been continuously advanced in meeting the needs of users’ self-expression and brand marketing, providing new ideas for the development of luxury clothing industry and becoming an important bridge for two-way communication between brands and consumers.

On March 28th, Xiaohongshu’s first "Joint Play" IP viewing conference — — Beauty Care, Luxury Goods and Fashion Apparel Sports Outdoor Industry Special Session was held in Shanghai. This movie will invite more than 100 brands and nearly 10 star friends from the American luxury clothing industry to gather at the scene. Through the perspective of the current industry and consumer insight, we will deeply analyze the track trend from a multi-dimensional perspective, show the new trends of Little Red Book marketing IP IP 2024, and bring new inspiration for the industry to look forward to opportunities, marketing layout and innovative gameplay.

Play a new trick of "IP broadcasting" and create an immersive romantic date.

Counting the beautiful time, seeing China, looking for the fireworks on the road, and the stranger’s day at the gate of nature, many marketing IP films gathered at this film show, with heavy premiere, limited time screening, showing in the heat and roadshow guests.

Xiaohongshu "staged" the concept core, innovative gameplay, methodology and marketing value of each marketing IP in a novel, creative and interactive way. The event exhibition ingeniously integrated the top ten IP features, and set up the road of "joint drama" outside the venue. On-site guests could immerse themselves in each marketing IP along the punch-in map, or find the inner peace of "outsiders", or they could see the shining China brand, or feel the real life at a double speed … along the "joint" route, they unveiled the "drama" together.

In addition to the novel eye-catching IP movies, many star friends have joined in, bringing wonderful performances such as talk show, dance and rap, conveying the IP value in the eyes of TAs through stage fancy, and enriching the live "watching" experience. Talk show actor Xiao Bei revolves around the scene of buying ski novice equipment in his life. Golden sentences frequently bombard the audience with joy, and every sentence is a burden, cleverly conveying "new treasures" to the public’s treasure points in a relaxed atmosphere.

When the national style meets hip-hop, when the attitude of slow people meets rap, what kind of sparks will collide? In 2019, "China New rap" won the fourth place, and the musket FireGun brought a unique national style to rap performance "Dali City", with a strong Chinese style and rap lyrics with artistic conception, which reached the ears and landed between Cangshan and Erhai in Dali, conveying the slow emotional value behind the IP "Slow Man Festival".

The IP curtain of "Xiao Mei Shuo" was opened. With the countless dancers Su Lianya in "This is Street Dance 3", a dance performance with both poetic and aesthetic feeling was brought. From the immersive lighting atmosphere, to the voice-over of poetry full of artistic conception, to the emotional dance, the guests were led to wander through different scenes such as cities and forests, which was full of appeal and conveyed the beautiful life concept of IP "Xiao Mei Shuo" as a dancer.

In addition, there are more surprises on the scene. Kiki Xu, an old friend, and Ayanga, a new friend, chatted with Minako, the head of Xiaohongshu Commercial Marketing Center, about their feelings as users of Xiaohongshu, and shared their experiences in marketing IP in the station. Kiki Xu said that because he likes to travel, the most impressive marketing IP of Little Red Book is "going out to play with stars". Share the journey with your good friends. This kind of sharing is sincere, and you will be doubly happy because of sharing.

Ayanga shared his own "film review" after the screening: everyone shared their efforts to love life in the little red book, and at the same time shared their professional knowledge with more people. As a new friend, I hope to share more about musicals with you and make musicals a wonderful part of life.

At the scene, Minako, the head of the commercial marketing center of Xiaohongshu, explained the concept of "good play": "There will be a" good play "if there is a good stage in life. Our destinations are not necessarily the same, but the passage we have walked hand in hand must be wonderful." For the new launch of marketing IP in 2024, Xiaohongshu is looking forward to working with the brand to promote business with creativity, stage more "good plays" and open a new chapter in marketing together.

Liang zi, the head of the consumer decision-making department of Xiaohongshu, explored the core of beauty, shared the beauty trend of Xiaohongshu in 2024, interpreted what new changes have taken place in the beauty trend under the mentality that users are more real and self-centered about "face" and more detailed about internal refinement, and elaborated on IP related to the beauty industry, such as "Beauty of 100 Cities", providing new inspiration and inspiration for the development of the brand in 2024.

Meng Han, head of fashion in Xiaohongshu community, gave a keynote speech on "Xiaohongshu Fashion Trend Release", sharing the new ecological trend of Xiaohongshu’s consumption decision-making from the perspectives of platform mentality, user value and user demand insight, and interpreting the 2024 fashion trend from the perspectives of "women’s power UP", "oriental aesthetics", "style reconstruction" and "color inspiration" to convey the vision of creating the next fashion trend between the platform and the brand.

Occupy the scene: link each subdivision scene and open a new imagination of experiential marketing.

In the past year, Xiaohongshu, together with more than 300 brands, thousands of stars KOL and head bloggers, has created IP feasts linked online and offline again and again. The film festival not only brought together many popular IPS such as "Little Beauty Talk", "Road Life Festival & Walking Life", "Outsider’s Day" and "Seeing China" and the new upgrade actions in 2024, but also presented a series of sports outdoor series, beauty personal care series, fashion clothing series, holiday marketing of "Every day is a good day" and multi-IP under "Planting a Grass Day Group", and also released a "new treasure product".

In the era of more emphasis on personalization, capturing the real life state of individuals and linking corresponding scenes is the key to planting the seeds of product mind and making products really close to and enter the real life of users. The classic IP "Xiaomei Shuo" connects users at one end and brands at the other. By aiming at the "Xiaomei topic" suitable for the brand and combining products, it realizes more resonant and interactive topic reengineering, helping the brand to naturally integrate marketing demands into Xiaomei content trends and communicate with the crowd in the right topic space. This year, "Xiaomei Shuo" will pay more attention to the pain points of both brands and users, open a new model of Always-on and Xiaomei Calendar, help brands participate in the content construction of "Xiaomei Shuo", and gain high-potential people more efficiently and quickly.

For the luxury clothing industry, which is closely related to the life scenes of young people, the "Road Life Festival & Walking Life" combines grass planting with offline experience, inputs new scenes for the brand, and starts a "24-hour adventure on the road" together with the brand, opening up new possibilities for people to break the circle. In this marketing journey, the brand can go out of the shelf and "run offline" with users, allowing users to "walk around, play and be planted with grass" and broaden the growth line of people and business increment.

In addition, the film festival also deeply deconstructed the little red book event IP— — Slow people’s day. Relying on the trend of cultural tourism and close to the spiritual needs of users, the "Slow People’s Festival" goes deep into the slow life scene of contemporary youth, and for the first time opens the tripartite linkage form of "commercialization+community+government cultural tourism", so that the brand can empower the slow emotional value, meet the slow life needs with product strength, and resonate with the slow people tribe at the same frequency.

Creating hot air: capturing and defining new fashion, and taking the brand from borrowing momentum to creating momentum.

Grasping the attention of young people is the proposition of brands nowadays, and the trend change is undoubtedly a keen insight of beauty care, luxury goods and fashion apparel industries. Under the evolution of the trend, the brand is welcoming new opportunities for development in grasping the needs of users, having the heat to take advantage of the situation, and having scenes to occupy several dimensions.

Relying on the crowd and ecological advantages, Xiaohongshu’s "Outsider’s Day" has developed many new lifestyles based on outdoor sports and experiences, expanding the communication dimension and space for the brand and helping the brand to grasp the business opportunities under the outdoor trend. "Outsider’s Day" fully opened the imagination of outdoor marketing and successfully turned it into a national carnival. By building a closed loop of [offline experience+new consumer demand scenario+online grass planting] for the brand, "Outsider’s Day" helps the brand stand in the outdoor trend, expand new usage scenarios, and achieve efficiency growth; It has also completed the full coverage from hardcore players to "outsiders" who are interested in outdoor activities, scrolling more users to share with related topics by participating in IP activities, and being planted by brands and products in a subtle way, reaching out to the crowd.

As a sports boom year, many brands have been gearing up. Inspired by the popular trend of sports, Xiaohongshu launched the "Everyone Sports Week" IP. On the one hand, it used the "people" east wind to integrate brands and resources such as stars, athletes, bloggers, etc., to amplify the brand volume and realize the deep planting of products; On the one hand, we will also launch a romantic and imaginative sports feast and life feast with the brand around the Olympics from an all-round perspective.

Strong grass planting: planting grass for the right people in the right community soil.

The benign interaction between the content in the little red book and business gave birth to a unique grass planting economy. Under the ecology of "Everything can plant grass" in Xiaohongshu, diversified ways of planting grass bring more possibilities for the development of luxury clothing brands, which can not only promote the brand’s global transformation, but also help the brand to break the circle.

In order to enhance the certainty of the explosion of new products, Xiaohongshu’s "Treasure New Products" focuses on the growth of new products, providing new playing tools and special resources for the brand. From the multiple dimensions of new ideas+new images+new ideas, "Treasure New Products" can help brands quickly establish the mental cognitive advantages of new products, and "Treasure New Products" will also usher in a heavy upgrade, endorsing products with the scoring mechanism of "professional treasure collectors+public treasure collectors", opening up the whole link of new products, helping the cold start, and achieving the certainty of new products.

Focusing on different tracks such as outdoor sports, beauty care, and fashion clothes, Xiaohongshu opened a series of IP to help luxury clothing brands link users and explore new marketing strengths. For example, the sportswear IP such as "CITYRUN Together" and "Let’s Start Now" presented in momo’s Life Line at the movie conference helped the brand to strengthen its professional image and expand its circle of new people by creating multiple sports scenes. The IP in momo’s Beautiful Time, such as Relax Lab, Odor Roaming Diary, Life Luxury Guide, and Truth Research Institute, create a fine marketing matrix of vertical track through the two-wheel drive of "scene+crowd", so that the beauty care brand can expand its global marketing imagination in Little Red Book; "A Day in Fashion momo" presents the IP of fashion clothes such as "A Collection of Popular slang" and "My Wear Formula", from wearing skills and fashion recommendations to new trends and brand shows, which makes the big show go out of the runway and go to life, creating more grass planting scenes for fashion clothes brands and providing marketing solutions in one stop.

At the same time, the series "Looking at China" in Xiaohongshu focuses on planting grass in domestic products, leading many domestic brands to "plant" into the content ecology of Xiaohongshu. In 2023, "Look at China" series IP went deep into the beauty track, and launched "Treasure ingredients are in China", which enabled the treasure strength of five domestic skin care brands to be transmitted to consumers in a three-dimensional way, and created a better voice position for domestic brands focusing on researching ingredients and developing products with more visible and more endorsement content, and entered consumers’ lives with a new attitude. In the future, "Looking at China" will also expand its perspective to more industries, and customize the theme game according to the characteristics of the industry, so as to realize the two-way development of the new demand of consumers and the hard power of domestic brands, and help domestic brands to open up new marketing possibilities.

From sharing the latest consumption trends in the industry to presenting the new gameplay and layout of marketing IP, this movie event set up a communication field for the platform, brands and users to promote sharing, which provided effective guidance for the high-quality development of the luxury clothing industry.

As an important position in brand marketing of beauty care, luxury goods and clothing trends, Xiaohongshu has always responded to the new changes in the industry with new ideas, continuously gained insight into the new trends of the luxury clothing industry, promoted the ecological evolution of the content in the station by creating a diversified and high-quality marketing IP, built a brand propaganda position, and helped the brand to convey its ideas, deepen its image and precipitate more brand assets and values.

Through Xiaohongshu’s marketing IP, American luxury clothing brands can not only gain insight into users’ real product and content needs, but also discover new trends and business. At the same time, with the increasingly mature marketing model and playing style of IP, they can gain new kinetic energy for crowd destruction and business growth.

In the future, Xiaohongshu marketing IP will continue to be rooted in the ecological soil of the community, based on individual living conditions and consumption mentality, listen carefully to the real sharing of platform users, and run it through different industries such as beauty care, luxury goods and fashion trends, and join hands with brands to explore more new opportunities, open up new business and achieve vigorous growth.

通过admin

Chris Lee denied leaving Tianyu to be the boss, wearing a skirt and playing rock and roll at the concert.

        On March 10th, it was Chris Lee’s 26th birthday. In order to express his blessing, Long Danni, president of Tianyue Media, specially presented a massage chair. Chris Lee, who was busy with her work, had problems with her cervical vertebra. She was naturally very happy with this gift, so she sat up and "enjoyed" it. Of course, birthday can’t be without cakes. The appearance of five green cakes with the letters "WhyMe" respectively made Chris Lee overjoyed. After blowing the candles, these five cakes were immediately divided up by many enthusiastic fans at the scene.

Nanjing sings and wears skirts to play rock and roll. Chris Lee is the "director" for the first time.

        At the press conference, Chris Lee, wearing a small gray suit, continued his handsome and capable style. However, in the concert poster that has been exposed, Chris Lee, who is barefoot in a white and black dress, is somewhat sexy. Chris Lee is very generous in trying the dress style again. "I don’t think it is necessary to cover up wearing a skirt now. This style was actually discovered inadvertently, but it suits me very well." In the previous concerts, the dance part accounted for a large proportion. Chris Lee said that the Nanjing concert would have a rock-and-roll style and would invite guests accordingly.

通过admin

Spatio-temporal information service in the era of artificial intelligence: you know where you are and what you are doing.

  [Science to the Future]

  editorial comment/note

  In daily life, people always like to ask three questions: when, where are you and what are you doing. More than 90% activity information of human society is related to time and space. Now, spatio-temporal information service has penetrated into all fields of human production and life, and it is as indispensable as water and electricity. It was learned from the 2017 China Geographic Information Industry Conference that with the development of Beidou satellite system in China, China has mastered autonomous, independent and controllable satellite navigation technology, greatly improved its spatio-temporal information service capability, and obtained technical support for new formats such as bike-sharing and driverless. Then, in the era of artificial intelligence, what subversive innovations and surprises will happen in the field of spatio-temporal information services? This edition of Science invited Liu Jingnan, an academician of China Academy of Engineering, Li Deren, an academician of China Academy of Engineering, and Guo Renzhong, an academician of China Academy of Engineering, to explain in detail.

  Liu Jingnan (Academician of China Academy of Engineering):

  From Spatio-temporal Information to Big Data Service

  The great challenges and opportunities brought by artificial intelligence to various industries are unprecedented, which will cause industrial changes in the next at least 50 years. The innovation and development of geographic information industry must change the way of thinking, establish the thinking of Internet of Things, big data and time and space, serve the society through cross-border integration, strive for the initiative in the intelligent era, and realize the overall transformation of green and intelligence.

  As a producer of massive spatio-temporal data, the geographic information industry may be completed by machines in the intelligent era from data collection to data application in all walks of life. For example, with the increasing intelligence, real-time performance and reliability of the precision of intelligent sensor equipment and measuring equipment, the work that needs to be done by people before, even risking their lives, will be done by intelligent equipment and robots. This means that some data collectors in the geographic information industry will probably be replaced by robots.

  So, does this mean that the geographic information industry is going to decline? The answer is: no!

  With the progress of science, human demand for space-time services is moving towards real-time and instant, from static to dynamic and high-speed, from rough to accurate and complete, from land to sea and sky, from region to global, from earth to deep space and universe. The existence demand of geographic information determines that it will not disappear in the era of intelligence, but it must complete the transformation from informationization to intelligence.

  Human beings are increasingly demanding the quality of location services, and the geographic information industry must improve the service quality, including monitoring the environment, human health, personal safety, spatio-temporal dynamics and other aspects more accurately, so as to meet the ever-changing personalized, intelligent, real-time and accurate service requirements in the "internet plus" and intelligent era.

  In this sense, the geographic information industry will not gradually decline under the impact of the wave of intelligent revolution. The advantages of China geographic information industry in the whole wave of intelligent revolution are: first, the world’s largest demand market for location services and huge space-time location information, which can provide rich data resources for intelligence; Second, the geographic information industry has the right to interpret the spatio-temporal position datum, and the right to formulate the standards of accuracy, characteristics and complexity of spatio-temporal position data.

  How to help the industry transform? How to meet the different service demands in the era of "internet plus"? How to maximize the potential value of big data through artificial intelligence? In the era of intelligence, the geographic information industry should make use of its own advantages, seize the increasingly high demand for time and space location services in the information age, and realize cross-border integration. For example, a "geographic information brain" can be established by using spatio-temporal data clouds. This "brain" needs to have the abilities of perception, memory and thinking, learning, self-adaptation, and behavior decision-making, and complete the prediction ability through intelligence.

  How to fully explore and understand the massive big data and unify the spatio-temporal big data with different categories, different precisions and different dimensions into the standard system of data service is a big challenge in the intelligent era. In addition, talents who can transform artificial intelligence knowledge into commercial application value are also in short supply and need to be cultivated urgently. The change of thinking and the influence of independent decision-making brought by the intelligent era are the biggest challenges to the industry and individuals.

  Li Deren (Academician of China Academy of Sciences, Academician of China Academy of Engineering):

  Ideas of Earth Observation Brain, Smart City Brain and Smart Phone Brain

  Now, China has a lot of spatial data. There are satellites in the sky, drones in the air, intelligent driving cars on the ground, video cameras and various sensors, plus people’s mobile phones and smart watches, which generate hundreds of millions of data all the time. Through technological innovation, China’s satellite navigation technology is becoming popular and intelligent, and spatio-temporal information big data and spatio-temporal information cloud platform are being built everywhere.

  This is the current state of spatial big data, but at present, China’s remote sensing, navigation and communication systems are isolated, information is separated, and space-time services are relatively backward, so we need to improve. Now it is necessary to integrate isolated systems through "multi-network". If spatial big data is to serve well, it must be activated by artificial intelligence.

  Artificial intelligence involves brain science. The origin of artificial intelligence is a kind of progress in brain science, and the whole world is competing to study it. The United States and Europe have started brain science programs. In recent years, China also attaches great importance to the development and construction of brain cognitive science, and proposes that by 2030, the theory and technology application of artificial intelligence will reach the world’s leading level.

  Perception, cognition and action is a basic function of human brain, and computers do not have this function. However, if people’s perception, cognition and action are integrated, and spatial big data is combined with artificial intelligence, many "smart brains" can be formed. The author conceived three "wisdom brains", such as:

  First, "Earth observation brain": Earth observation brain is analogous to human brain, which has visual and auditory functions and obtains information through visual and auditory functions. Earth observation brain transmits satellite data in the sky to the ground to meet people’s requirements through big data and cloud computing. This brain is an automatic recognition system of brain cognition and perception, which completes the cognition and processing of data through remote sensing communication of satellites in the sky.

  The key problem to be solved in earth observation brain is to provide services on demand. It is necessary to break through major key technologies such as satellite-based navigation enhancement technology, integrated network communication technology between heaven and earth, multi-source imaging data on-orbit processing technology, space-based information intelligent terminal service technology, space-based resource scheduling and network security, integrated nonlinear earth reference frame construction technology, and load-based satellite platform design and development technology.

  Second, the operation center of a smart city should be made into a "smart city brain". Smart cities have sensor networks and cloud computing. They are the "cloud brains" of smart cities that feel the interaction between people and cars in real time. Using big data to improve the operation and management level of cities and engaging in big data value-added services can provide real-time services for all walks of life. It can be supported by geographic information system, which is based on real-time data to analyze feelings. It is necessary to gain insight into data management and realize smart cities on the cloud. Such management can improve the level of smart cities, and the operation center of smart cities should be made into the brain of smart cities.

  Third, there must be a large number of sensors to make the mobile phone a "smart phone brain" to help the owner. In the evolution of smart phones, human behavior can be inferred from the data in the phone, which can understand the owner’s behavior and psychology and remind people what to do and what not to do. Using big data system for reasoning, the mobile phone knows whether the owner is walking or surfing the Internet at home. Through data analysis and reasoning, a conclusion is drawn in the mobile phone. For example, if the owner falls in the snow for 5 minutes, he can automatically dial 110 or notify his family to save him. Such a mobile phone is a real smart phone.

  There are many applications of artificial intelligence in geographic information industry. For example, automatic change detection and real-time processing of UAV high score data. The innovation of sensors should develop in the direction of artificial intelligence and brain intelligence, similar to earth observation brain, smart city brain and smart phone brain. Only by grasping these frontiers can geographic information industry become a big industry needed by all mankind. Spatio-temporal geographic information used to be static, but now it must move towards a new stage of intelligence.

  Guo Renzhong (Academician of China Academy of Engineering):

  Big data will make urban management smarter.

  The arrival of the era of big data and artificial intelligence makes people look forward to the geographic information industry.

  At present, there are not only data uploaded by mobile Internet, but also data of space remote sensing. When the amount of data is large, it will be found that the value of data is not positively related to the amount of data, which makes people think, how can data generate value? Spatio-temporal information, if using big data and developing towards artificial intelligence, will have great application space. Many emerging industries need spatio-temporal information to support them, such as bike-sharing. China’s geographic information industry is still in the "farming era". If the data link is further extended, the added value of data may increase a lot. For example, many places are now building smart cities, which need a lot of geographic information data to support them. From this perspective, the spatio-temporal information service should not only be satisfied with providing very beautiful and accurate traditional data, but also provide data that is more in line with the terminal and meets the needs of users.

  For example, the national geographic information survey has spent a lot of manpower and material resources, which can not only provide image records, but also provide a lot of value-added services. However, this value-added service is different from the professional technology possessed by traditional geographic information practitioners, and the business and products have to cross borders to have greater value, which cannot be satisfied with providing original data and products. In the process of cross-border, big data plays an important role and needs to be combined with artificial intelligence to find a better service path.

  What is the use of spatio-temporal data information in smart cities? For example, make a distribution analysis of the resident population and the employed population in Shenzhen. A person has two most frequent places — — Home address and workplace. From home to work in the morning, and from work to home in the evening, he has to go through the relevant traffic network. In this way, he can know the traffic flow and traffic pressure of different road networks by means of big data, thus doing bus route optimization and road planning optimization for this traffic network. Big data will make urban management smarter.

  Now, a lot of geographic information data still exists in the databases of relevant departments, so it is necessary to turn them into "clouds" to realize socialized sharing and socialized services. When it becomes a "cloud", it should not only be able to dynamically update and fully perceive, but also be able to quickly access the Internet for easy use; At the same time, we should be able to deeply integrate geographic information with other information of the city to form a socialized urban information, and then carry out relevant deep mining and application on this basis to promote urban management to be intelligent.

通过admin

Shaanxi launched the reading action for young students, making reading and learning a lifelong pursuit.

  Cctv news On April 23rd, the launching ceremony of the reading action for young students in Shaanxi Province was held in beilin district University South Road Primary School in Xi ‘an.

  Zhao Changbao, member of the Education Working Committee of Shaanxi Provincial Committee and deputy director of the Provincial Education Department, attended the launching ceremony and delivered speeches. liuhong, member of the Party Committee and deputy director of Xi ‘an Education Bureau, and Zhang Fan, deputy secretary of Beilin District Committee and district head, delivered speeches.

Representatives of teachers and students chanted "Please rest assured that the powerful country has me!"! 》

Representatives of teachers and students chanted "Please rest assured that the powerful country has me!"! 》

  Zhao Yubao stressed that it is necessary to put the reading action of young students on the important agenda, improve the working mechanism, strengthen overall coordination and classified guidance, avoid increasing the burden on students, teachers and parents, and avoid utilitarian tendencies and formalism. It is necessary to closely combine the reading action with school education and teaching, after-school service activities and students’ daily life, and closely combine it with red education, scientific inquiry, practical experience and voluntary service. At the same time, I hope that students can read both written books and "non-written books", improve their independent thinking ability, sense of social responsibility, innovative spirit and practical ability in the process of reading thousands of books and traveling in Wan Li, and make reading and learning a lifelong pursuit.

  At the launching ceremony, representatives of teachers and students from kindergartens, primary and secondary schools, vocational schools and institutions of higher learning jointly read "Please rest assured that a strong country has me! 》。

  The ceremony was conducted in a combination of online and offline. Responsible comrades from Shaanxi Provincial Party Committee Propaganda Department, Provincial Education Department of Provincial Education Committee, Provincial Network Information Office, Provincial Cultural Tourism Department, Provincial Federation of Trade Unions, Communist Youth League Committee, Provincial Women’s Federation, Provincial Association for Science and Technology, Xi ‘an Education Bureau, beilin district Municipal Government and other departments attended the ceremony. Responsible comrades of education, publicity, culture, mass organizations and other departments in cities and counties attended the meeting at the same level.

通过admin

Xicheng District: "Old Books, New Knowledge, Reading to Serve the Country" Beijing Baoguo Temple Old Books Market and the First Printing Festival were held.

  With the spring breeze blowing, Beijing Baoguo Temple has once again become the cultural focus. Recently, a unique cultural feast, "Old Books, New Knowledge, Reading for the Country" was held in Beijing Baoguo Temple, and the first book drying festival was held grandly. This activity not only carried all kinds of traditional classic books, but also promoted the green sharing of culture, allowing old books to find new confidants and gain new knowledge from old books.

  This activity takes antique books as the main content, and specially launches three sections, namely "antique book area", "non-legacy creation area" and "interactive experience", and sets up a "national book-drying area", which takes into account the scholarly creation, tea cooking around the stove, flower landscape photo area, punch card interaction area, etc., and is full of books-washing, book-drying, flower viewing and tea tasting ……… the national tide cultural experience and atmosphere.

  At the scene, more than 200 booths were set up in the antique book area, which brought together many precious ancient books and old books, providing a paradise for book lovers in the form of "indoor cultural exhibition+outdoor antique book market". Including China Bookstore, Beijing Publishing Group, Confucius Old Books Network, Sinology Times, Beijing Book Building, Guotu Bookstore, China Yanshi Publishing House, Electric Power Construction Magazine and many other high-quality booksellers participated in the exhibition. Tens of thousands of fine old books were classified and neatly packed, and literary masterpieces, historical classics, people’s stories, natural sciences, human geography and other types were readily available.

  National book printing area

  The "national book-drying area" has become a highlight of this activity. Book lovers have brought their treasured books to display, exchange or share their reading experiences, forming a unique cultural landscape. "The book-drying festival takes books as the carrier, and it is classic, inheritance and development. It is what everyone knows and feels about old books." The person in charge of the event organizer said that in addition to exchanging books here, tourists can also replace flowers or coffee with their old books.

  In the lively atmosphere, book fans shuttled between booths. They either bowed their heads and carefully selected, or exchanged ideas with the stall owners. In a short time, they held thick books in their hands. A "post-90 s" book fan excitedly shared her trophy: "This is my first time here. It’s so nice to visit! There is also an unexpected joy. I have found some precious old literary books and experienced a real’ meeting friends with books’. "

  Non-legacy creation area

  In addition to old books, there are many "treasures" on the scene. Knot weaving pendant, three-dimensional paper carving notebook, hollowed-out three-dimensional stamped book, hand-made, hand account … In the non-legacy cultural creation area, various popular cultural and creative products are dazzling, attracting many young people to stop, and will also drive more young people to approach traditional culture.

  "This is a good-looking, fun and practical notebook that can write." Zhang Yingjie, chief cultural officer of Zhongqianbo (Beijing) Coin Culture Co., Ltd., pointed to the three-dimensional paper carving notebook, saying that this model is inspired by 3D building blocks, with ancient coins as elements, and presented in the form of a treasure box, which shows the appearance and color of ancient coins to the greatest extent, and forms a three-dimensional effect by hollowing out and stacking. When the page is turned quickly, the coins in the box also flow and are lifelike. "Ancient coins are not far away. More and more people know and inherit traditional culture through cultural and creative products, and our practitioners are more motivated." Zhang Yingjie said.

  Interactive experience

  Interactive experience through a series of carefully designed links, literary, rich and young activity scenes, let people find the fun of scouring books in the experience process. "In a fast-paced life, we need spiritual nourishment more. This activity is a good place to find spiritual sustenance and feel cultural charm. I spent a full weekend with three or five friends, savoring books and inheriting culture. " A visitor with a punch card experience said.

  The organizers launched the page restoration of traditional ancient books, the water extension of non-legacy wooden boards, the study of traditional culture and the Hanfu experience, so that children can better understand the profound and excellent traditional culture through these activities.

  It is worth mentioning that fans can also exchange old books for flowers and coffee here, and get a coupon with three old books, which can be exchanged for a pot of flowers from full of green or a cup of fragrant coffee. This environmental protection concept of recycling old books has also been widely praised by book fans: "I don’t need books, others may just need them, and I can get a pot of flowers by maximizing the value of good books. This form is great!"

  Comic book boutique exhibition

  It is worth mentioning that the "Looking for the Childhood Memories of Parents-Comic Book Exhibition" jointly organized by Baoguo Temple and Beijing Rongtang Comic Book Museum is equally eye-catching, and many exhibits are comic books that have won national awards.

  Li Wei, director of Beijing Rongtang Comic Book Museum, said, "We have brought four national award-winning comic books, such as Great Changes in Mountainous Areas, Chicken Hair Letter and The West Chamber, which won the first, second and third prizes. In particular, "Chicken Hair Letter" is the treasure of the town hall, created by the famous painter Liu Jiyou, and is the first comic book published by the New China State-owned Publishing House. "

  "Through this activity, I hope that more people can understand and appreciate the charm of comic book culture, dig deep into the red spirit and artistic achievements of comic books, promote the development and innovation of comic book art, better convey national cultural self-confidence and inherit excellent traditional culture." Li Wei said.

  Cook tea around the stove

  Tourists shuttle through the antique Baoguo Temple and enjoy multiple cultural experiences such as scouring books, drying books, enjoying flowers and tasting tea. When the aroma of cooking tea around the stove diffuses, it seems to travel through time and space, and the heavy history contained in ancient books is clear in the heart and completely in the body.

  "Reading starts from here and serving the country starts from here". According to the organizer of the event, Beijing Baoguo Temple Old Book Fair will be held on the weekend from March to October, 2024. At the same time, Xicheng District will also promote the prosperous and orderly development of the used book market by building an offline used book circulation platform, a normalized used book exhibition platform and a people’s used book sharing platform in the whole district, so as to re-circulate valuable used books, make more people fall in love with reading, create a profound cultural atmosphere, and make traditional culture glow with new vitality and vitality.