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The Deep Logic of Huawei Binding Changan

Author | |Eastland

On November 25th, 2023, Changan Automobile (000625.SZ) and Huawei signed the Memorandum of Investment Cooperation. According to the memorandum, Huawei (Party A) and Changan Automobile (Party B) will set up target companies, and the shareholding ratio of Party B shall not exceed 40%.

The business scope of the target company includes smart driving solutions, smart cockpit, smart car digital platform, intelligent cloud car, smart car lights, AR-HUD, etc. Excluding "Three Electricity", this part of the business remains in Huawei Digital Energy.

Huawei splits automobile BU.

Huawei BU was born in 2019. After several years of exploration, the strategy of "platform+ecology" was determined, with the aim of providing digital pedestals and development tools for smart cars.

Since its establishment, the course of BU, a smart car solution (referred to as "Huawei Smart Drive" for short), can be summarized as three "3s": it spent $3 billion, had 300 customers and built three platforms (smart car digital platform, intelligent driving computing platform and HarmonyOS intelligent cockpit platform).

Huawei and Changan Automobile promise to carry out long-term cooperation and strategic coordination with the target company. In principle, part of the business scope and solutions are provided by the target company for vehicle customers.Huawei does not participate in competition..

The target company will gradually open its equity to existing and potential car enterprise partners and become a diversified equity company.

The memorandum has three main points:

First, BU, a smart car solution, was "integrated" into the new company, completely ending Huawei’s internal discussion on building cars.# Sweep the floor #

Second, Huawei will realize the investment income through the target company, stay away from the involution of the automobile industry, and be in a detached position.

Third, the target company is controlled by Changan Automobile and Huawei.

Why did you choose Changan Automobile?

a starved camel is still bigger than a horse—when the mighty fall

In 2016, after the sales volume of Changan Automobile surged to 3.06 million units, it began to decline;

In 2017, it decreased by 6.2% to 2.87 million units;

In 2018, it fell 27.8% to 2.14 million units;

In 2019, it fell to the bottom with a sales volume of 1.76 million units.

The main reason for this round of plunge is the "cliff-like" decline in Changan Ford’s sales:

In 2016, the sales volume reached 940,000 vehicles, accounting for 30.8% of the total sales volume; Less than 180,000 vehicles in 2018. Since then, the joint venture brand has rebounded but failed to regain its former glory. In 2022, it sold 250,000 vehicles, accounting for 10.7% of the total sales.

In 2020, Changan Automobile sales began to slowly pick up; In 2022, the sales volume was 2.35 million vehicles, which was about 77% of the peak in 2016.

In the first three quarters of 2023, Changan Automobile sold 1.87 million vehicles, up 11.2% year-on-year.

In the first three quarters of 2016, Changan Automobile sold 2.2 million vehicles. Sales in the first three quarters of 2023 were equivalent to 85% in the same period of 2016.

In any case, Changan Automobile is also an enterprise with an annual sales volume of more than 3 million vehicles, and few car companies in China have reached this "stage". # See the world #

Independent brand takes the lead

After the decline of joint venture brands, the proportion of independent brands in total sales increased steadily.

In Q3 of 2021, the sales volume of independent brands was 385,000, accounting for 72% of the total sales volume;

In Q3 of 2022, the sales volume of independent brands was 423,000 vehicles, accounting for 76% of the total sales volume.

In Q3 of 2023, the sales volume of independent brands was 529,000, accounting for 81% of the total sales volume.

In 2022, the sales volume of Changan’s own brands reached 1.875 million, up 6.8% year-on-year, and the scale reached a new high. The total sales volume of the joint venture brand is 470,000 vehicles, accounting for 20% of the total sales volume.

In the first three quarters of 2023, the sales volume of independent brands was 1.55 million units, a year-on-year increase of 17.1%.

In the first three quarters of 2016, the sales of two joint venture brands, Ford and Mazda, accounted for 36.2% of the total sales of Changan Automobile.

In the first three quarters of 2023, this ratio was only 11.8%.

From January to September, 2023, the sales volume of two joint venture brands, SAIC Volkswagen and GM, accounted for 46.1%; The sales of Guangqi Honda and Toyota, two joint venture brands, accounted for as much as 62.5%.

Independent brands provoke the girders, and Changan Automobile takes the initiative. In-depth cooperation and resource mobilization with Huawei are less likely to be constrained internally.

New energy vehicle slow half beat

Changan Automobile’s new energy vehicles started slowly. In Q3 of 2021, the sales volume of new energy vehicles with independent brands was 34,000, accounting for 8.9% of the sales volume of independent brands.

It was not until the end of 2022 that Changan Automobile began to exert its strength. The sales volume of Q4 new energy vehicles reached 115,000, a year-on-year increase of 209%.

In the first three quarters of 2023, the total sales volume of new energy vehicles reached 307,000, accounting for 25% of the total sales volume of independent brands.

In 2022, Changan Automobile sold 271,000 independent new energy vehicles. Due to the low base, the year-on-year growth rate reached 155%, and the 2022 Annual Report declared that "the year-on-year growth rate was significantly better than the broader market" (the national new energy vehicle sales increased by more than 90% year-on-year).

In 2022, the penetration rate of new energy vehicles in China market has reached 25.6%. Changan new energy vehicles only account for 11.6% of the total sales, accounting for 14.5% of the sales of independent brands, far behind the market.

In the first three quarters of 2023, the sales volume of Changan’s own brand new energy vehicles was 307,000, up 135% year-on-year, accounting for 19.8% of the sales volume of its own brand, 10 percentage points behind the market (the national penetration rate in the first three quarters was 29.8%).

In Q3 of 2023, this proportion climbed to 24.7%. According to this progress, the proportion of new energy vehicles in Changan can catch up with the market in 2024.

In 2017, Changan Automobile and Weilai reached a strategic cooperation. In 2018, Changan and Weilai formally established a joint venture company. No substantial progress was made in the following years.

In 2021, the joint venture company changed its name to Aouita Science and Technology, introduced Contemporary Amperex Technology Co., Limited, signed a contract with Huawei, and established the "CHN" model (Chang ‘an, Huawei, Ningde). In October 2023, Aouita 11 sold 3,888 vehicles. Aouita 12 has accumulated more than 10,000 vehicles.

"Deep Blue" is another important new energy brand of Changan Automobile. From January to October 2023, the cumulative sales volume was 97,000 vehicles, of which the sales volume in October reached 15,000 vehicles.

In October 2023, the sales volume of new energy vehicles under Changan reached 57,400. In addition to Aouita and Deep Blue, there are also models such as Lumin (Miniature), UNI-V (Compact) and CS75 (Compact SUV).

Generally speaking, Changan’s new energy vehicles have many business ideas, many models, low sales volume, and the penetration rate underperforms the broader market.

If you are poor, you will think about it. Changan Automobile lags behind in the first half, binding Huawei and striving to overtake in the second half. Why not?

"Two hurdles" of the new company

In the past four years, Huawei has made great achievements in the field of smart driving, but there are two insurmountable obstacles.

The first hurdle: R&D, production, sales, profit and cash flow form a closed loop.

In the past ten years, Huawei has invested a total of 977.3 billion in R&D, and invested 161.5 billion in 2022 alone. Since the establishment of BU, a smart car solution, it has invested a total of 3 billion US dollars, of which 70%-80% has been invested in smart driving research and development (Yu Chengdong revealed). Based on 16 billion yuan,Huawei’s R&D investment for three years is only 10% of Huawei’s total R&D investment in 2022!

In 2022, the revenue and expenditure of Huawei’s smart driving business were 2.1 billion and 13.5 billion respectively, which was the only business of Huawei that lost money.

In contrast, Tesla and BYD have invested far more in R&D than Huawei Zhijia, and have established a closed loop of automobile R&D, production and sales:

In the first three quarters of 2023, the R&D investment of Tesla and BYD was 20.6 billion (US$ 2.88 billion) and 24.9 billion respectively, 25% more than that of Huawei’s three-year investment!

In the first three quarters of 2023, Tesla’s net profit was 7.03 billion US dollars, down 20.8% year-on-year; BYD’s net profit was 21.37 billion, a year-on-year increase of 129.5%;

In the first three quarters of 2023, Tesla’s net cash flow from operating activities was 63.7 billion (US$ 8.89 billion); BYD’s net cash flow from operating activities reached 97.86 billion (140.8 billion in 2022).

Huawei’s R&D investment in smart driving is even less than that of Baidu.

According to public information, since Baidu established the Intelligent Driving Group (IDG) and launched Apollo, the annual R&D investment has exceeded 10 billion.

Huawei has always paid attention to cash return, and all its businesses have achieved closed-loop research and development, profit and cash flow. In August 2022, Ren Zhengfei named the car BU-"Smart car solutions cannot spread a complete front, and it is necessary to reduce the research budget and strengthen the business closed loop."

The smart driving business is integrated into the new company, and the primary purpose is to "stop bleeding".

In addition to equity financing and debt financing (Changan Automobile can provide guarantee), the new company’s R&D funds must be earned by itself. You get what you pay for every penny, and you don’t guarantee 20 billion R&D investment every year. Why should you stay at the "poker table"?

The second hurdle: optimizing intelligent driving requires a lot of data.

The path of developing autonomous driving is similar, but it is by no means a simple software development. The key is to use machine learning and deep learning technology to continuously optimize the algorithm and model and improve the performance of the automatic driving system, which requires a lot of data.

It is the same as face recognition. People’s modeling is not so good. Training and perfecting with 200 million pictures is definitely better than training with 2 million pictures.

The most ideal way is to let thousands of vehicles equipped with automatic driving system run on the road, and use the operation of human drivers to "train" the automatic driving system, such as when to slow down, what conditions can be combined and when to brake, so that the system decision-making is closer and closer to human beings.

Baidu’s shortcoming is the lack of brand appeal. It can only buy a car, install it and test it by itself. By 2023, the cumulative mileage of autonomous driving test will be 40 million kilometers.

Huawei, on the other hand, can get the driving data of 1 billion kilometers only from the industry (the cumulative sales volume of M5 has reached 120,000 vehicles, assuming that each vehicle runs 10,000 kilometers every year).

Poor Baidu invested more manpower, material resources and time than Huawei’s intelligent driving BU, but it soon fell behind (at least in the public and investors’ perception).

The lack of data sources to improve artificial intelligence driving is the root cause of Apple’s delay in leaving. Apple is not short of talents and money. What it lacks is a million smart cars on the road.

Huawei’s catch-up goal is obviously not Baidu but Tesla.Tesla has 4 million vehicles in the world, and it is still increasing at the rate of 2 million vehicles per year.

BYD will sell 1 million smart cars in 2024, which is second only to Tesla.

Huawei’s smart driving needs millions of smart driving vehicles on the road to stay at the "card table".

Lack of money and insufficient data, Huawei’s smart driving BU can’t cross these two hurdles.Holding hands with Changan Automobile did not solve the problem, but just passed the problem on to the joint venture company.

Joint venture with Chang ‘an is the winner of Huawei’s "building a car"

The fundamental way to solve the problem is to sell more cars, sell smart cars, withdraw funds and obtain valuable data.

There are three modes of cooperation between Huawei and car companies:

The first mode will not help Huawei collect data;

The second mode (HI mode) is adopted by only one company in Chang ‘an Aouita, which sold 12,000 vehicles in 2022, estimated 30,000 vehicles in 2023 and less than 50,000 vehicles in two years.

There are four partners who adopt the third mode (HarmonyOS Zhixing), such as Cyrus, Jianghuai, Chery and BAIC, and it is not difficult to further "expand".

In 2024, the sales of existing partners will be between 500,000 and 1 million. The growth rate is not fast enough, which may delay the fighters.

There are three advantages to establishing a joint venture with Chang ‘an:

The first is the return on investment. Huawei injects tangible and intangible assets of Zhijia BU into the new company. If the future joint venture company is valued at 100 billion yuan, the value of Huawei’s equity is about 60 billion yuan; If the valuation is 200 billion, Huawei holds 120 billion shares.

The second is to tap the potential of Changan Automobile. "The lean camel is bigger than the horse", after all, it once reached the scale of annual sales of 3 million vehicles, and it is worth looking forward to the future sales of smart driving new energy vehicles exceeding 1 million vehicles. The highest sales volume of Xiaokang (predecessor of Cyrus) and Jianghuai in history add up to less than one-third of that of Chang ‘an. Get a 40% stake and trade. Only in this way will Changan Automobile devote itself to the joint venture company.

The third is to facilitate cooperation with domestic joint venture car companies, and then explore overseas markets.

Existing partners Cyrus, JAC, BAIC and Chery can participate in shares, but it is impossible to be on an equal footing with Changan. One monk carries water to eat, three monks have no water to eat, and the new company has to rely on Changan to carry water.

The equity of the new company is "gradually open", which depends not only on the face of the owner (Huawei) but also on the mood of the shopkeeper (Chang ‘an).Sellers can’t figure it out.

Holding hands with Chang ‘an is the winner of Huawei’s smart driving. The key depends on whether the new energy vehicles of the joint venture company can sell well.

* The above analysis is for reference only and does not constitute any investment advice!

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Zhongan Online Tongling Channel

  On March 28th, in a thousand acres of white tea base in Guanshan Village, Guanbuqiao Town, Zongyang County, the network anchor went into the tea garden to sell spring tea live to help tea farmers increase their income.

  At present, 50,000 mu of white tea in this county has entered the peak picking season, and tea enterprises are actively docking with online celebrity anchor to promote local white tea through webcasting, so that consumers can intuitively understand the whole process of spring tea production and broaden sales channels.

  Correspondent Wang Zhangzhi photo

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2023 Hunan Auto Show kicks off


  On April 28th, "2023 Hunan Automobile Exhibition and Changsha Automobile Consumption Festival" opened in Hunan International Convention and Exhibition Center. The exhibition lasted for 6 days, and the exhibition scale exceeded 60,000 square meters. More than 600 cars from more than 20 countries around the world participated in the exhibition, and more than 100 brands participated in the exhibition.
Hunan Daily All-Media Reporter Fu Cong Xu Xing Correspondent Lei Xin Photo Report

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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.

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Selling second-hand mobile phones, beware of privacy. Running naked "selling" is more risky than "losing"

  With the listing of all kinds of new mobile phones, Xiao Chen, a senior "mobile phone fanatic", is busy buying new ones, but more and more old mobile phones at home have become Xiao Chen’s troubles. "If you lose it, it will pollute the environment and you won’t be able to bear it. It’s really a chicken rib to put it at home and take up space." Recently, the Beijing Morning Post reporter visited and found that many citizens are facing the same troubles as Xiao Chen. In the wave of changing mobile phones quickly, many young people want to sell their old mobile phones and worry about information leakage, which puts them in a dilemma. In this regard, people in the industry reminded that it is more dangerous to sell mobile phones in Bidiu. When selling old mobile phones, we should guard against the recovery of deleted data and the disclosure of personal photos and information. At the same time, it is suggested that citizens should choose their own mobile phones based on their own needs and try not to change their mobile phones frequently. If you really want to sell, it is relatively safe to choose the old-for-new method through the official mobile phone store.

  Case of selling second-hand mobile phones was transferred away by more than 100 thousand yuan

  Xiao Liu, who changed his job in March this year, changed into a new mobile phone. After getting the new mobile phone, he was careful to sell his old mobile phone. "I sold my mobile phone to the dealer who recycled the second mobile phone in Electronic City." He told the Beijing Morning Post reporter that before the transaction, he actually deleted photos, videos, contacts, text messages and other personal privacy-related contents from his mobile phone and restored the factory settings. But one day after half a month, he suddenly found that the phone could not be dialed. When he went to the business hall, he found that the SIM card of this mobile phone had been invalidated and had been reissued in a different place. Mr. Liu hurriedly reissued a new SIM card, but he was surprised to find that the funds in four accounts were quickly transferred out of 24 funds in different ways, totaling more than 100 thousand yuan. The operation record of the bank is that someone logged into his online banking and made many transfers.

  "I really don’t know where I went wrong. I have deleted all kinds of information in my mobile phone. But I still encountered such a situation. " Mr. Liu thought about it and thought that the loss of more than 100 thousand yuan should be caused by the sale of second-hand mobile phones. "The original mobile phone was bound with my bank card and Apple Payment, and it should have been deciphered by a caring person."

  Dare not sell old mobile phones, only for relatives.

  Mr. Wu, a citizen, told reporters that before he bought an Apple mobile phone online, the original old mobile phone was eliminated. Looking back, htc, Xiaomi, Samsung, Huawei, Apple 4s and Apple 5s have six or seven idle mobile phones at home. For idle mobile phones, Mr. Wu first chose to use them for the elderly and considered selling them, but he was still worried about information leakage. "I wanted to sell it, but I was afraid that the criminals would master my information and I never dared to sell it."

  He told reporters that he learned that there are three ways at present. One is to go to the official mobile phone store, recycle old mobile phones and buy new ones by exchanging old ones for new ones. "This is safer and more secure." Secondly, some online electronic product recycling platforms will provide consumers with a recycling price as long as the user inputs the model, year and configuration. In addition, even through the offline mobile phone sales point, the recycling price may be higher, "but I am not sure if it is safe." Mr. Wu said that after thinking and thinking, he decided to leave his mobile phone idle at home and leave it to the elderly at home.

  Regular website recycling only dares to sell non-intelligent machines.

  "There is a mobile phone at home four or five years ago. It is a waste at home, and it won’t change much if you go out to sell it. I found that a shopping website also provided mobile phone recycling service, so I made an evaluation of my mobile phone online and found that it was still worth more than 400 yuan, so I decisively sold my old mobile phone online. " Mr. Zhang, a citizen, said that the process of selling mobile phones is relatively simple. Submit an application online, and then someone will come to collect it. Mr. Zhang introduced that during the recycling process, the staff were more serious and carefully tested the mobile phone.

  "However, what I got after selling my mobile phone was not cash, but recharged to the personal account of this shopping website." Nevertheless, he still thinks it’s more cost-effective. First, the price of mobile phones is satisfactory. Secondly, there are many things on this shopping website, and daily necessities can be bought. Mr. Zhang said that if it is an informal website, he really dare not sell the scrapped mobile phone. "If it is a smart machine used now, with so many things bound, I dare not sell it."

  Investigating mobile phone recyclers cannot guarantee data security.

  In Muxiyuan mobile phone recycling street, the reporter walked into a shop and handed his Apple mobile phone to the recycler. After a simple evaluation and bargaining, the young man took the mobile phone to the shop to ask for the price. "I just deleted information, phone calls, photos and software, will it be restored?" Facing the reporter’s question, the young man looked very puzzled. "I don’t understand what you said." Without looking up, the young man entered the store with his mobile phone. After a while, the shop owner came out with a mobile phone to bargain with the reporter. Faced with a reporter’s question about whether the sale of mobile phones after information deletion can guarantee the security of personal information, the store frankly said that "there is no guarantee". "We are only responsible for recycling, but in the end, it is hard to say whether the mobile phone is resold or disassembled. If the whole machine is sold, it is possible that the information deleted inside will be restored. "

  The boss told reporters that if you want personal information not to be restored, you can choose to disassemble and sell your mobile phone. "If you sell your mobile phone into parts, you certainly don’t have to worry about information leakage. No one has the leisure time to spell the machine and restore the data. However, in this way, the price you can get will be much lower. See how you choose. " Not only that, mobile phones are sold on some mobile phone recycling apps, and the staff also clearly stated that they can’t help completely delete the information in the mobile phone, so they can only delete it by the customers themselves.

  The deleted data can be recovered by computer software.

  Can a mobile phone with deleted information really be restored? With questions, the Beijing Morning Post reporter visited a number of shops involved in mobile phone business. Most merchants said that the data recovery business mainly exists in computers, and the recovery of mobile phone information can only be carried out on external memory cards, but the internal storage of mobile phones is difficult to recover. In terms of the price of recovering deleted data, depending on the different storage devices and whether the deleted information is repeatedly overwritten, it ranges from 80 yuan to more than 1,000 yuan, while the recovery time ranges from two hours to as much as one week.

  Mr. Wang, the owner of the merchant, told the Beijing Morning Post that he had been in business for more than five years. There were not many users who recovered mobile phone information two years ago, but there were more and more users in the past year. "With the improvement of technology now, with some software, the deleted information can be recovered quickly. The threshold for doing this business is getting lower and lower, and there are more and more people. "

  Subsequently, in a mobile phone recycling shop, the reporter took two photos with his mobile phone and deleted them. The staff connected the recovery software from the computer, and the photos immediately appeared and were saved on the computer. The staff said that the current recovery of mobile phones is mainly aimed at the text content and files of mobile phones, and it is more difficult to recover like voice. If the mobile phone is damaged, it is difficult to recover the data so easily. "Mobile phone data storage is mainly divided into two categories: built-in memory and external memory card," the staff introduced. "When deleting information on the mobile phone manually, it only changes the control structure of the data so that it can be overwritten. Therefore, most personal information of mobile phones that have not been restored to factory settings can be restored by software. However, some people have restored the factory settings, and there are still data stolen. "

  For the data leakage caused by the built-in storage, this staff member thinks that most of the backup information and network accounts associated with it are lost. Take Apple’s mobile phone as an example. Many users only restore their mobile phones to factory settings, but forget to delete the backups of computers and iCloud.

  Most people who sell old mobile phones forget to delete private information.

  Zhongguancun’s army of collecting and selling second-hand mobile phones is an old Jianghu. He has been doing business in Zhongguancun for nearly ten years, and he has handled countless second-hand mobile phones. Recently, he met many people who sold their mobile phones for a few days and then returned to ask him to delete private information. He said that with the increasing emphasis on personal privacy, smart phones are bound to personal information such as bank cards, and when selling second-hand mobile phones, everyone’s concerns are increasing. "I received a mobile phone at the beginning of the year. The seller came to see me twice after selling the mobile phone. " He recalled that the lady took an Apple mobile phone to sell, and at that time, he specially reminded that important information must be deleted. After simply deleting it, she collected the money and left. A few days later, she returned to him, hoping to delete the phone number in her mobile phone. Later, about a week later, the lady came again, hoping to delete WeChat, Weibo, Alipay and so on. "The mobile phones are all sold, and they can’t be deleted. I told her, don’t worry, the second-hand smartphones we collected must be brushed before they are sold. As long as the factory settings are restored, other information will be deleted. "

  Dajun said that since 2011, after all kinds of smart phones have appeared in an overwhelming way and the number of second-hand mobile phones has surged, he and his colleagues will remind mobile phone owners to delete important information in time before collecting their mobile phones. However, some people simply delete messages, photos and other information, and then get it back and ask for deletion until they react. "Many times, we will brush the phone and restore the factory settings before selling it, but some mobile phone experts can still restore the information."

  The problem software encryption function master still breaks the work in front of him.

  According to Xu Xiang, a professional who specializes in mobile phone software development, "The disclosure of privacy usually occurs after the mobile phone is stolen. The other party can easily unlock the power-on password with cracking software, then invade the original registered email address of the mobile phone through virus software, check the privacy in the mobile phone, and even unlock and modify the password of iCloud to further obtain user information. " Xu Xiang said that if the other party is malicious, at this time, the information on this mobile phone has almost been completely made public in front of the other party.

  "In this case, the risk of economic loss is relatively high, and a friend of mine has encountered this unfortunate situation." He said that after his friend lost his mobile phone, the balance of Alipay was quickly transferred away. "However, in view of this situation, some software developers are now strengthening protective measures, and every software is improving its encryption ability." But even so, experts can successfully obtain the information on the hard disk of the mobile phone by cracking the system password. "

  Ignoring information security is more dangerous than losing a mobile phone.

  In this regard, Liu Yang, a mobile phone security expert, said that, in their view, this mobile phone exchange may be more dangerous in Bidiu. Because many people also know that personal privacy may be revealed after the mobile phone is lost. Once the mobile phone is lost, citizens often immediately reissue their mobile phone cards and modify various payment passwords. However, if the mobile phone is sold, users often ignore the risk of revealing privacy when changing the mobile phone.

  He said that people change their mobile phones very quickly in China. According to a survey, 58.6% of mobile phone users will change their mobile phones within one year, but only 8.4% will use the same mobile phone for more than two years. Often when dealing with old mobile phones, 40% users will delete the software information, and more than 50% users will restore the factory settings.

  In fact, the safest way at present is to restore the factory settings, but this seemingly safest way can not completely delete the mobile phone data. Liu Yang introduced that in theory, as long as the information on the mobile phone is not covered, the deleted mobile phone can actually be restored. Even if you use the function of restoring factory settings that comes with your mobile phone, it is impossible to completely delete all the information. The information that may be leaked includes private photos, short messages, WeChat chat records, audio recordings, videos and so on.

  Lack of guidance for the development of industries with incomplete recycling system

  Liu Yang believes that at present, the recycling industry of used mobile phones has broad development prospects, but it still faces problems such as imperfect recycling network system, imperfect industry policy standard system and insufficient comprehensive recycling capacity. For example, at present, there are no special regulations or management methods for the management of the waste mobile phone recycling market, the market development is irregular and chaotic, and the number of formal recycling enterprises is scarce, which makes the construction of the waste mobile phone recycling system in China insufficient. Another example is the lack of industry standards or specifications for recycling used mobile phones, information destruction, maintenance and component reuse, and the lack of guidance for the development of the whole industry. Although there are some practices that are environmentally friendly or have high resource utilization efficiency, the overall level is not high.

  In this regard, Liu Yang made several specific suggestions: we can encourage the development of large-scale, professional and innovative recycling enterprises through means such as finance, taxation and market access; Further improve the extended producer responsibility system, incorporate production enterprises into the construction of recycling system, and encourage production enterprises to use existing sales and maintenance channels to build their own, jointly build or entrust a professional third party to build a recycling network system. In addition, a sound industry standard system should be established. Strengthen government supervision, issue corresponding technical specifications, guidelines, industry standards or certifications for all aspects involved in the recycling industry of used mobile phones, such as classification, identification, sorting, information destruction, maintenance, disassembly, component reuse, material utilization, and extraction of rare and precious metals, manage the whole recycling process of used mobile phones, encourage and guide standardized and professional used mobile phone recycling enterprises to become market players, and scientifically carry out environmentally sound treatment and efficient resource utilization of used mobile phones.

  It is suggested to set the power-on password to unbind the online payment system.

  Xu Xiang said that how to avoid risks as much as possible can give some suggestions to citizens who want to sell mobile phones. He said that under normal circumstances, to sell your own mobile phone, you need to remember that you should delete all personal information and unbind it before selling it. For example, online payment involved in mobile phones must be unbound. In addition, when the mobile phone number is not used, it must also be unbound in the software, because the communication operator cannot unbind it alone. "If the mobile phone number is not unbound, the purchaser can use the mobile phone number verification function to access the QQ and WeChat of the former user, including some financial accounts".

  In addition, in order to avoid privacy risks, citizens using Android system should also set the power-on password on their mobile phones, and citizens using Apple system should set an iCloud security lock while setting the power-on password. In this way, even if the mobile phone is stolen, whether it is Android or Apple, the personal information on the mobile phone can be erased remotely. If someone wants to open the iCloud lock on Apple, they must bring the invoice, ID card and warranty card to the customer center to unlock it. "In a word, before reselling the mobile phone, empty and smash all the information; If the mobile phone is stolen, change the relevant bank password immediately, don’t trust the so-called official verification message, and don’t click on any website links with unknown sources. "

  Technical problems need to be solved in environmental protection recycling of mobile phones

  In view of the technical problems in the recycling of second-hand mobile phones, Professor Wang, majoring in communication engineering at Beijing University of Technology, suggested that the research and development of comprehensive recycling technology for used mobile phones should be further promoted and the processing capacity should be reasonably improved. "From the policy point of view, we should encourage the research and development and industrialization of the technology of sorting, dismantling and deep processing of used mobile phones, and strive to improve the professional processing capacity of used mobile phones in China. On the other hand, the industry should also be rationally planned to avoid overcapacity and vicious competition caused by enterprises. " He said, "In addition to increasing efforts in the disposal of used mobile phones, government departments should also pay attention to the improvement of efficiency in the recycling process, because some mobile phone users don’t know where to dispose of them even if they know they want to dispose of them. After all, their value is not high, so they should set up more facilities such as recycling bins, which can easily collect used mobile phones."

  He said, "It is necessary to set a certain threshold for mobile phone recycling manufacturers to ensure that mobile phone recycling manufacturers with recycling strength enter this industry. The purpose of recycling mobile phones is to avoid environmental pollution and save resources. At the same time, it is necessary to create a consumer group with a sense of social responsibility, which is also the renewal and revolution of consumption concepts. The second is to encourage the recycling of mobile phone recycling manufacturers and provide corresponding preferential policies. "

  ■ Reporter’s Notes

  Recycling mobile phones is safe and can’t run naked.

  In September, the new Apple 8 mobile phone will be launched soon, and some "fruit powders" are estimated to start changing machines again. With the upgrading of mobile phones faster and faster, it’s really distressing that there are not a few old mobile phones that have been replaced at home, all of which were bought at the beginning with a lot of money.

  However, you must be careful about selling your old mobile phone. The bank card bound to the mobile phone is unlocked, and the money in the card is transferred one by one. As this kind of news becomes more and more common, the public is more and more vigilant about the mobile phone. With the mobile phone around, the money inside may be stolen, not to mention selling it to strangers. During the interview, the reporter found that it is really simple for professionals to turn over the personal information you once left in your mobile phone. This is a meeting with a mobile phone security expert. If you meet a criminal professional, your personal information will become a stepping stone for them to covet property in minutes. Even if it is small, the disclosure of private information, such as address book, chat records, life pictures, private files and online preferences, will surely cause great trouble to the owner.

  Nowadays, the mobile phone is no longer a simple communication tool ten years ago, but it integrates more and more functions such as social interaction, office work, payment, business consumption, etc., and it also carries almost the most important private information in people’s daily life, which involves property, emotion or work, and can’t stand it if it is leaked. Mobile phone has become the key to personal secret life. Do you dare to give this key to strangers?

  However, the "key" is quite expensive after all, and being idle at home is a waste of social resources. For the reuse of mobile phones, there are no specific rules and regulations to be found so far, and the market is growing wildly. It seems that it is not enough to rely solely on the non-professional knowledge mastered by citizens to ensure the information security in mobile phones. Once the mobile phone is sold, personal information that has not been deleted or can be restored is equivalent to naked running. Then the loss that citizens will face far exceeds the three melons and two dates that they get for selling mobile phones.

  In view of the trading regulations of second-hand mobile phones, the relevant departments should really give specific rules and regulations that can be observed, and even designate mobile phone recyclers with professional qualifications through open and transparent operations that conform to market rules. This can not only ensure the environmental protection and standardization of second-hand mobile phone recycling, but also ensure that citizens’ personal information can no longer run naked. (Reporter Zhang Jingya)

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The issue of "bride price" is hot again! What do you think of low bride price and zero bride price?

  BEIJING, March 4 (Reuters)-In recent years, the issue of high-priced bride price has once again become the focus of discussion. Recently, "it is suggested that rural areas should carry out low bride price and zero bride price", "experts say that zero bride price does not conform to traditional wedding customs" and "Civil Affairs Bureau responded to the announcement of bride price report" … … Topics such as hot search have been posted, which has triggered heated discussions on the Internet.

  suggestionCarry out "low bride price" and advocate "zero bride price"

  At the National People’s Congress in 2022, many NPC deputies suggested curbing the sky-high bride price and rectifying the high-priced bride price in rural areas. In the No.1 Document of the Central Committee in 2023, the "high-priced bride price" was named again. Recently, the issue of high-priced bride price is still a topic of concern to many deputies.

  Hejian city, Hebei Province is the first batch of national experimental areas for the reform of marriage customs. Recently, Shi Bingqi, deputy to the National People’s Congress and secretary of the Party branch of Dazhuang Village, hejian city, Hebei Province, said that he was preparing a proposal to implement the "low bride price" in rural areas, the content of which was to implement it. Advocate "zero bride price" on the basis of "low bride price".

  "I visited the survey and found that our rural bride price is 100,000 yuan, some 180,000 yuan, and even some 300,000 yuan. The bride price is relatively high. Farmers mainly rely on working and farming to earn income, and they can’t bear the burden of bride price of more than 100,000. " He said.

  Regarding the reasons for the "high-priced bride price" in rural areas, Shi Bingqi believes that, first, girls have a good face, and she thinks that the high face of the bride price is greater; second, some girls think that a higher bride price will increase their sense of security after marriage; and third, comparing with each other has caused the "high-priced bride price" to become more and more fierce.

  He believes that the implementation of "low bride price" can be started from these aspects. First, the "Village Regulations and People’s Covenant" is formulated, and "zero bride price" is advocated to achieve "low bride price". The second is to set up a red and white Council to play its role. The third is the manufacturing environment.

  "For example, our village has built a red event hall, which is always implemented" ‘ Low bride price ’ Young people who get married in the red event hall are free to use, only get a food fee, and give them some recognition and encouragement. Right ‘ Zero bride price ’ We recommend them to our superiors to attend the collective wedding in the city and give them higher honor. "

  Ding Zuohong, member of Chinese People’s Political Consultative Conference and chairman of the board of directors of Yuexing Group, also suggested that family life education and marriage education should be introduced into family education and school classrooms, and young people should be actively guided to establish a correct concept of mate selection, so that the sunshine concept of "marriage and childbearing at the right age, excellent children and excellent children" can be deeply rooted in people’s hearts.

  At the same time, Ding Zuohong believes that it is necessary to build a fertility-friendly social environment. It is suggested to build a group of public service platforms for making friends and marriage with high integrity, which are convenient for unmarried young people to participate in; Study on bringing the cost of childbirth into the social security system in an all-round way, explore the introduction of new models such as social special funds, improve the flexible working system, and so on.

  Is it feasible to implement the "zero bride price"?

  Zhongxin Finance noted that in recent years, many places have introduced policies to "limit the height" of bride price. For example, as the first batch of national experimental areas for the reform of marriage customs, Ningling County, Henan Province generally incorporated the provisions of marriage and funeral customs into village rules and regulations, and advocated that the bride price should not be higher than 30,000 yuan. Some places advocate not exceeding 10,000 yuan, and some places advocate no bride price or less bride price. So, is it feasible to carry out no bride price?

  According to the nine-faction news report, Gan Mantang, a professor of sociology at Fuzhou University, believes that the bride price, as a part of the traditional wedding custom, is not only inconsistent with the traditional wedding custom (culture), but its feasibility remains to be considered.

  "When we curb the high-priced bride price, we can’t go to the other extreme, and a moderate bride price is also necessary." He said.

  Gan Mantang analyzed that the problem of "bride price" is not the main reason why rural young men can’t afford to get married. The deeper reason lies in the backwardness of rural education and other resources, which forced rural marriageable young men to buy houses in the county, thus bringing huge economic pressure for marriage. "However, there is now a high-priced bride price that exceeds the scope of the man’s commitment, which makes young men daunting. This should be curbed."

  Judging from the information published in many places, by taking a series of measures, unhealthy trends such as high-priced bride price and big-scale handling have been effectively curbed.

  A few days ago, the relevant person in charge of the Social Affairs Department of the Civil Affairs Department of Henan Province said that on the whole, Henan Province has solidly promoted the reform of marriage customs, and the stereotypes such as high-priced bride price, high-priced gifts, extravagant and wasteful activities have been effectively curbed, and the reform work has made progress in stages.

  Expert: To manage high-priced bride price, we need to clarify three pairs of relationships.

  Wang Defu, an associate professor at China Rural Governance Research Center of Wuhan University, wrote an article saying that the governance of high-priced bride price is a systematic project.

  Wang Defu believes that there are three pairs of relationships that need to be clarified about the issue of high-priced bride price:

  The first is "small bride price" and "big bride price". "Small betrothal gift", in a narrow sense, is a betrothal gift given by a man to his wife’s family. The customs vary from place to place, and the content and the form of the gift are different. The "big bride price" can be regarded as the man’s family expenditure including all the marriage costs, and the most typical one is the wedding car and the wedding room.

  The second is "bride price competition" and "marriage competition". The gender imbalance caused by economic differentiation and population mobility, followed by regional marriage squeeze and marriage competition, are the deep structural factors that promote the rise of bride price.

  The third is "engagement risk" and "marriage risk". One of the original meanings of the bride price is the guarantee of concluding the engagement. In the era of gender inequality, it is a risk-prevention means for the woman to hurt herself when the man may dissolve the engagement at will. Now, the nature of bride price has changed fundamentally. It is hoped that the bride price will not only guarantee the engagement, but also guarantee a lifetime of happiness.

  "For economically underdeveloped remote and poor areas and some areas where bride price competition customs exist, high-priced bride price will aggravate the outbreak of regional marriage problems and overdraw the risk prevention ability of farmers’ families." He believes that we need to do something to make the price paid by individuals and society smaller and smaller. (Zhongxin Finance)

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"Running Man" goes offline. Will your annual meeting tear the famous brand or the fingerboard this year?

Video: Yu Fan was fiercely eliminated by Meng Baolan. Baby was betrayed by fans and was torn.


"Running Man" goes offline. Will your annual meeting tear the famous brand or the fingerboard this year?


"Running Man" goes offline. Will your annual meeting tear the famous brand or the fingerboard this year?


"Running Man" goes offline. Will your annual meeting tear the famous brand or the fingerboard this year?


"Running Man" goes offline. Will your annual meeting tear the famous brand or the fingerboard this year?


"Running Man" goes offline. Will your annual meeting tear the famous brand or the fingerboard this year?


"Running Man" goes offline. Will your annual meeting tear the famous brand or the fingerboard this year?


The index to measure the popularity of a program is not just the ratings and hot discussion. For TV people, what makes them feel the most fulfilled is that the program elements and personality are liked, absorbed by the general public and integrated into their daily lives. From this point of view, Running Man, Zhejiang Satellite TV, has achieved the acme of domestic variety show.


Click to watch the latest issue of Running Man: Yu Fan Bai Baihe and his wife "turned against each other" > >


In addition to the crazy stars, the most representative shiatsu and tearing famous brands in the program have also become popular games among young people. When it comes to the annual meeting again, the blind date is out, and the swivel chair is out. So, this year’s annual meeting in your family is to tear up famous brands? Or playing with the shiatsu?


Strong driving business opportunities "running group" to incite a strong industrial chain


Ryan’s own brand set off the fashion trend of PP pants Angelababy sold out of stock with the same T-shirt at a unit price of 3,000 yuan.


Different from other reality shows, Running Man’s biggest selling point is that the stars are placed in a time and space where there is an emergency at any time. All the stars’ personal psychological preparation and plot setting can’t compare with the uncontrollable force after the chemical reaction together. This kind of "real occurrence and natural expression" conforms to the viewing psychology of many young audiences after 90 s and 00 s.


The charm of nature lies in the unpredictable "laughter". The biggest example is Ryan’s fart in the third issue. Some entertainment commentators concluded: "People who think that Ryan’s fart stalk is vulgar and boring are all elderly." Indeed, this kind of entertainment effect is really out of control. Weibo, Ryan, has soared 1.5 million fans, and has been invited by many brands to speak for him. The most noteworthy thing is that he created his own independent fashion brand and quickly became popular. His main style was affectionately called "PP pants" by netizens. After being worn by hipster Ryan and stylish man Li Chenyi, the only decoration on pants "cute white PP" became the most fashionable element this year. First, it was popular within the running group, and soon a wave of PP pants was blown up. It is no wonder that some people feel that it is difficult to ride PP pants without fire. The "PP Dance Competition" initiated by the official fan group in Ryan has also won the participation of thousands of running fans, becoming the hottest "Young People Square Dance" of the year.


And many Taobao models are also sold explosively. The search result of "Run Brothers Models" is over 100 pages, and the number of treasures is as high as 17,600. In the program, the baseball caps, cartoon T-shirts, sports sweaters and sunglasses of the star running group are all very popular. In the special edition of "Han Yong", the superman and cartoon T-shirts worn by the star group are the most sought after. Angelababy relies on its natural model "clothes rack" advantage, which makes its same T-shirt popular on the Internet. Many sellers sell out of stock, and even speculate to the sky-high price of 3,000 yuan for a single T-shirt.


You wouldn’t expect that Angelababy, Wang Baoqiang and Kenny Lin combined into a "Dark Trio" to apply a black mask, and the goddess used up the mask to make her skin tender, which made many mask sellers immediately smell the business opportunity and gave birth to the "Dark Trio Mask", which was quickly out of stock.


There has never been a program that can drive such a huge industrial chain like Running Man, and the program group has begun to make some moves in derivative industries. Yu Hangying, the chief producer, said: "With regard to derivative products, our partners are also developing hats and bracelets, which are already on the market. Moreover, the program also contains huge business opportunities that have not yet been developed. Some variety shows have had this effect before, but I believe Running Man has pushed this effect to a new height. " Undoubtedly, Running Man will further expand the development of derivative products in the second quarter.  


Entertainment elements run into the homes of ordinary people.


Tearing famous brands is too hot, and the "national husband" birthday party is playing. The director broke the news and friends came to borrow shiatsu.


The most classic games in "Running Man", fingerboard and tearing famous brands, were successfully transplanted to Running Man. The principles of the two games are the same: first, it is simple, and everyone can participate in tearing famous brands; Second, it is effective. The expression of the stars is too sour and refreshing on the fingerboard, and the result of tearing famous brands is ever-changing.


Soon, this kind of fire quickly burned out of the screen. Interestingly, in recent years, the game ideas of the company’s annual meeting at the end of the year usually come from the most popular TV variety show of that year. In previous years, blind date, which was highly circulated, seems to be replaced by fingerboard and tearing famous brands this year.


Similarly, "Tearing Famous Brands" has nearly 2,000 store search results on Taobao, and many businesses have sold more than two or three thousand. Moreover, the reporter found that many stationery stores and grocery stores sell "famous brands" the most, and the sales volume near the end of the year is considerable. Matching stickers and bells are also selling well.


And the actual battle of "tearing famous brands" in various places is also quietly carried out. "Ten primary school students in xx organized a famous brand tearing war", "The most popular game tore famous brand parent-child version started" … even a recent story "Wang Sicong’s birthday party played with famous brands on the spot" fully confirmed the popularity of this game. For a time, tearing up famous brands was no different.


The reporter interviewed Lu Hao, the director in charge of the live execution of the program group. He also excitedly said that the popularity of the program elements far exceeded his expectations: "At first, we felt that this program was suitable for young people, thinking that teenagers to 30-year-olds would like it. Now it seems to be expanding. Primary schools are also playing with famous brands, and my mother is watching the program. She is almost 70 years old. From these points, the coverage of the age group is expanding. I was a little worried before. Is it just that young people will watch it? Now it is getting wider and wider, and everyone will learn the classic games inside. I saw everyone playing and tearing up famous brands on the street, as well as taking photos with their eyes closed. These entertainment elements have been integrated into life, and the TV link has entered life and entertainment, which is very fulfilling. " Director Lu also specially shared a private but happy worry. "At the annual meeting at the end of the year, many companies are also playing with tearing famous brands. Many friends and classmates around us are also rushing to borrow the fingerboards in our program."  


Will your hometown be on the "running" list?


China’s venue selection is mostly due to its innate advantages and many "running invitations"


Earlier, it was reported that a scenic spot offered 15 million yuan to "run the relationship" and hoped that Running Man would "settle down" to shoot the first phase, but it was rejected by the program group. Yu Hangying, the chief producer, said that the program group didn’t want to commercialize the location like other programs at the beginning: "The reason is very simple. The location of the program is still selected according to the theme." After she revealed that the program was a hit, there are really many places waiting in line for the program now.


The reason why we take such a cautious attitude on the venue is that unlike other programs, Running Man has very high requirements on the venue. The steps of the work are to fully grasp the site conditions and background information by the survey team, and then provide them to the screenwriter team to set the theme and challenge games for the site situation. Lu Hao, the general director, revealed: "When choosing a location, we will first check the information on the Internet to find representative buildings to see which place is suitable for tearing famous brands, what are the characteristics of local cities and what can be combined." In a sense, whether the venue is suitable or not directly limits and determines the presentation effect of the program.


Running Man has a huge advantage over the original program in "geographical location", and the Korean team is so optimistic about the location of China that it is somewhat envious. China’s extensive landforms have natural geographical advantages, and the multi-form environment will better increase the visibility of the program. Compared with South Korea’s "Running Man", it is greatly limited by the simple geographical environment, the location is not as huge as the China version, and the attractions of the venue are far more exciting than that of Running Man. It is understood that in the first season, the Running Man Reconnaissance Group has selected 45 shooting sites as alternatives, including plain highlands, downtown ancient towns and desert glaciers. Finally, the actual shooting locations such as the scenic West Lake, Wuzhen Water Town, Dunhuang Desert, Xiushan Island, etc. make the China version of the program win a good texture in space.


Director Lu Hao also said: "During the filming of the first season, invitations were sent from many places, including Chengdu, Taihu Lake, Ningbo and Qiandao Lake. Chengdu, the land of abundance, is a good choice, but there are other reasons behind it. I believe I should go in the second season. " Of course, finding a place for cooperation also has one of the biggest advantages, that is, a high degree of cooperation can often achieve good results. “


Countless netizens have also recommended their hometown on the Internet, hoping that Running Man can shoot in the second season. In any case, one thing is certain. In 2015, there will be star groups running in more places in China. ?

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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.

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The FIFA Football World Cup has attracted 59 teams to sign up.

  Xinhua News Agency, Dalian, March 21st (Reporter Wang Jingyu, Cai Yongjun) The reporter learned from the first meeting of the organizing committee of the 2024 FIFA World Cup held on the 21st that 59 teams from 36 countries and regions have signed up for the event.

  According to the relevant personage of the organizing committee, as of March 20th, according to the feedback from the International Federation of Sports, 39 men’s soccer teams and 20 women’s soccer teams from five continents have signed up for the tournament in Dalian, and the lottery ceremony is expected to be held in mid-April.

The FIFA Football World Cup has attracted 59 teams to sign up.

  On the same day, the organizing committee heard a report on the preparations for the 2024 FIFA World Cup for the first time, and made research and deployment for the next step. Wang Jiayi, executive chairman of the organizing committee, member of the leading party group of the Ministry of Education and vice minister, said that since winning the right to host the games, Liaoning Province and Dalian City have attached great importance to organizing the games in an orderly manner, carefully planned the opening and closing ceremonies and key activities of people-to-people exchanges, provided practical services for the games, and made vigorous progress in various preparations. He stressed that it is necessary to attach great importance to this World Cup, earnestly strengthen the organization and leadership of the preparations, solidly and orderly advance various key tasks, and do a good job in organizing the training and preparation for the China team and supporting activities during the World Cup.

  The 2024 FIFA World Cup will be held from May 17 to 27, and the preparations for the event have now entered the sprint stage.

[Editor in charge:

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How to play the pan-entertainment social platform in Miyi’s future exploration?

  Socialization is the interaction in society, entertainment is the spice to make life more interesting, and entertainment social products are a kind of products that establish two-way social relations through entertainment interaction.

  Under the combination of different media, a variety of online social experiences have been formed, breaking the relationship blockade period and quickly establishing a relationship circle. At the same time, entertainment and social play are becoming more and more abundant, and the social needs of different groups of people are met through diversified interactions.

  However, as the stock market becomes more and more difficult to do, and the competition on social tracks is getting bigger and bigger, where are the new opportunities? Perhaps, the Z generation users can give us the answer.

  According to relevant statistics, the social activity of Z-generation users accounts for 83.6%, and nearly 70% of Z-generation users in China use online social networking to expand their circle of friends.

  They prefer pan-entertainment, love listening to music, playing games, like to try out various apps, and drive social interaction with interesting and entertaining content.

  As a social product, everyone knows the truth that "the user gets the market". So how do you explore this road? Let’s take the social product Miyi as an example.

  Miyi was launched in 2020. In the early days, it was a simple chat software, supporting text, voice, video and other communication methods. Later, it gradually enriched the entertainment section and added functions such as dynamic square, live broadcast and family.

  Because of the late start, everyone remembers Mo Mo, Exploration and Soul, but no one knows this social software called "Miyi".

  Until later, after innovation and reform, the product gradually added many entertainment elements, attracting a large number of young people to join, and gradually began to become famous, and even once occupied a place in the social list of App Store.

  In January this year, Internet Weekly, a subsidiary of China Academy of Sciences, published the list of "2023 Dating Apps", and Miyi made the list for the first time with her own strength and reputation.

  Judging from the current product development direction of Miyi, its positioning is a comprehensive entertainment interactive social platform focusing on making friends and covering various types such as video, live broadcast and community.

  Video is highly synchronized in real time and highly interactive. Just like real chat and offline meeting, your social signal can get immediate response and feedback.

  Live broadcast is to enhance the entertainment of social scenes, whether it is performing talents, live PK, or live chat and making friends, it pays more attention to the freshness and excitement of "social+entertainment".

  The community square is a place where users post dynamic exchange of interests and share bits and pieces, which can be regarded as a tree hole. In addition to supporting text and pictures, it also supports video carriers, and there is no limit on the duration of video.

  The purpose of the community is to promote user communication. Here, you can share your favorite music, favorite games, favorite books and so on. Connect the community and entertainment to form a larger social entertainment ecosystem and provide users with quality content services.

  From the scene point of view, compared with the LBS matching function of traditional stranger dating software, Miyi maximizes the attributes of pan-entertainment social platform and pays attention to providing users with more interesting and relaxed social ways.

  The unique social ecosystem of interest and entertainment can stimulate users to make use of fragmented time for high-frequency entertainment social in teraction, and quickly establish and expand network social relationships on the platform.

  Of course, as a pan-entertainment social app, in fact, Miyi can also add elements of game interaction in entertainment.

  The game itself is a kind of entertainment with interactive and multi-modal experience, which "acts under certain goals and rules and finally produces feedback".

  The purpose of studying gamification is to understand clearly whether the game, as a carrier, can better help a wider range of users to focus on the product core quickly, so as to obtain emotional satisfaction and maintain this social relationship for a long time.

  We have reason to believe that if the game elements are added, this product will be unique in the social track.