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How many times does Hua Xizi go crazy from "high-end"?


People always try to show what they don’t have.

For example, high end.

People will always avoid their biggest problems.

For example, it is not worth it.


In the past two weeks, I didn’t write Hua Xizi, because it was clear.A brand that relies on marketing at birth, a brand whose marketing thinking is dominated by traffic has been completely solidified in its blood. When it comes to public relations, it should be blind and there is no room for operation.

People eat meat every meal, even if I say eat something to clear my stomach, whether I can listen to it is one thing, and whether it works is another. It honked before it was finished. Whose is it?

At that time, the four words in my mind were: this is the end of the story.

Reality tells me that I have never seen the world again. What do you mean "so far"? I didn’t get there until last week. The drama was yesterday!


A brand that thought about it for more than 10 days and decided to take the "high-end" route prepared a pile of materials. As soon as the words were finished, the natural flow was sent to the list, and the related word of "explosion" was "crazy". People send the nickname "Huaxi Crazy".

This is a plot in a pure literary satire novel, which can’t be made up by online texts.

Several public relations groups in our family also exploded immediately. Let me analyze.

I am overwhelmed. I won’t. What skill can I have to analyze what strategy this is using?

Later, a classmate helped me out:

Well, I really don’t want to think about who came up with it, how and why. A collection of funny comments and all kinds of rough god judgments have been posted outside.

I said the most direct operation problem.


Huaxi Zi’s complete set of materials is a 29-word release with a picture, plus 11 replies for control and evaluation. It’s really a rice circle. You have to call your senior first.

The push time is set at 16:53, which is the wave of migrant workers coming off work at night.

Benefits: There is ample space for operation, people who eat melons have time to see it, and the media has time to follow up.

Disadvantages: There is plenty of time to scold you.


Before disassembling the materials, let’s sum up the core.

Many people say that the problem of Hua Xizi is "expensive or not".

Actually, it is not.

We have been in the market economy for so many years, including cosmetics such as eyebrow pencil, which are completely the daily consumer goods with the least strategic significance. "Expensive or not" is completely a matter of automatic market adjustment.

What Hua Xizi can’t explain is: why is it expensive?

That is, is it worth it?


Say I don’t know if Hua Xizi is aware of it, but I’m sure I’m not happy after listening to it:Hua Xizi’s brand power is very weak.

The vernacular explanation of brand power is why this thing is willing to let people spend this money.

Luxury goods are expensive, which means "spending a lot of money to buy things that are not worth the money". "Yes" means that the brand itself knows, the buyers know, and the people who don’t buy know.

If everyone clearly knew and accepted that the money spent was mainly spent on packaging design and channel sharing, public opinion would not be like this.

I’ve been saying this for about five years:Live broadcast can’t increase brand power.

Not only Hua Xizi, but also a large number of such brands have a common feature: lack of brand power. We know 79 items, and today we sold 59 items, which is a good deal. However, why 79, why 59 support, no.


To put it another way, marketing words and brand accumulation are completely different.

A lot of good-looking TVC and the SLOGAN of the East can’t protect the brand.

The beauty industry can be seen everywhere. The words used in most marketing scenes can’t stand scrutiny at all, have no hidden logic, are self-contradictory, and can’t form the integration of brand tonality. It is a nice word that users can easily save money after listening.


Personally, I don’t think domestic products must take the path of "cheap big bowl"

In the past few years, the Yan value economy and various "beautiful little wastes" have emerged one after another, and some people will buy them.

In fact, you can go any way.The key is to have a cognitive consensus between the brand and the public.

Huaxizi sells for 79 yuan, but Huaxizi thinks it’s high-end so it’s not expensive. Li Jiaqi knows how the money is divided, so it’s not expensive. When users look at 0.07 grams, it’s definitely expensive.

Everyone is not in the same position and angle, which is the contradiction.


Hua Xizi didn’t want to face the problem directly, and he didn’t want to solve it at all, which led to all the published contents talking to himself.

The behavior shown can’t match what you say.

Let’s start with Lord Weibo.

Lord Weibo’s brand tone is high-end, and every place in the whole operation has nothing to do with "high-end".

No high-end brand will describe itself as high-end by writing the word "high-end". No high-end brands will make official comments.

Lord Weibo’s pictures highlight a "good attitude". The implied position of a good attitude is clear: I am right, I am wronged, and I will not change. This is obviously on the opposite side of the public.

Besides, how can a high-end brand with a good attitude fill up its comments first?


In the absence of any keyword guidance, both people in the industry and the public have clearly perceived the brand tonality revealed by this content:Crazy.

It is very unlikely that Hua Xizi will want to reverse the brand tonality later.

"Deciding to spend Xizi’s life" in the picture, a crazy life?


In addition to the lottery information, the first article of this Weibo review is about public welfare.

Doing public welfare is a good thing, but it needs others to praise it.

It is worthless for the official CUE to do public welfare by itself.

In the case of being scolded, using public welfare to block the loophole shows that this public welfare has been done with a purpose. Corresponding to "Put All Your Eggs", Eric Wang turns to worship Buddha after killing people.


The second is the 20w+ product experience officer.

Hey, what’s the use of emphasizing the process when the output results are not recognized?

With good results, the process of hard work is meaningful, such as Huawei.

Without a good result, the more difficult the process is, it may mean that the worse you are, the less suitable you are.

These words are full of self-emotion and self-emotion.Tell the rice circle, can’t you see how hard my brother works? It’s the same as a dime.

Hold a little, can’t see.


The third article still shouts "the mission of each generation has its own generation", trying to cover up its own shortcomings with grand propositions.

The cognition revealed in these words is extremely superficial: who is next to you and who is opposite you is a high-end performance. On the contrary, it has nothing to do with consumers or products. Will this expression resonate and be understood?

A high-end brand, which claims to be aiming to go global, behaves like a red carpet.


The fourth question is, does anyone really use gram weight to measure the value of eyebrow pencil?

Oh, my god Communicate with consumers by educating them. N brands have learned a bloody lesson before this mistake.

Hua Xizi has to upgrade to the ironic sentence of "there is really someone", which obviously looks down on people.

This is the one with the highest response. The following netizens are also educating the brand with more than 13,000 responses.


Article 5: Continue to feel sorry for your product manager.

After this paragraph is sent, you are still the only one who loves you dearly.


Article 6 is amazing. We sold all CCTV and Xinhua News Agency and pulled them out to stop bullets.

There is a message in the reply that "CCTV wants to call the police".

This is a naked sale of the media. People support you, you push them out backhand and put them on the bar.

I am CCTV or Xinhua News Agency, and I must have cursed "mental derangement" in my heart.

This kind of industry taboo and very unkind operation also exists in the circle of friends of management. This is not just a question of whether the brand is high or not, but it is very low-level for people to do so.

Who dares to write to him, who dares to send him something, and who dares to give him awards in the serious media.


Seventh, it is very, very low-level to pull children out to cushion their backs.

With children’s smiling faces …


Article 8 interpret the problem as being excluded and competing against me.

It is another problem that many brands can’t persuade.

There is a saying, isn’t improving service and logistics what a brand should do? Take what the brand should do, make an exchange with consumers, and praise you for not being corrupt is a level requirement.


If you read article 9,You will find that Hua Xizi has pulled out all the "good things" he has done before and walked it again.

Well, what can I say? It’s really not on the table.


Article 10 mentions the national standard. Doesn’t the standard mean that it must be met?

Finally, I CUE myself to spend Western currency.

This is a malicious stalk that you should completely avoid. Others say you are a little rabbit, you can call me a little rabbit; People call you a traitor, can you call me a traitor?


Article 11 When it comes to R&D sites and R&D personnel, it is better to say R&D results. What is the high technology of eyebrow pencil?

Playing crazy can’t solve the fundamental problem. Besides, it’s really crazy.

This article comes from WeChat WeChat official account:In public relations (id: justprit), author: Yao Suxin


Xiaomi automobile SU7 appeared in Lei Jun: impossible 99,000 yuan.

On December 28th, 2023, Xiaomi Automobile Technology Conference was held in Beijing. The first product Xiaomi SU7 was also unveiled and positioned as a C-class high-performance eco-technology car.

Lei Jun, founder, chairman and CEO of Xiaomi Group, said that Xiaomi Automobile is a major leap of Xiaomi, a leap from mobile phones and AIoT to automobiles, a leap of long-term investment and deep cultivation of the underlying core technologies, and an adult leap of Xiaomi’s modern industrial intelligent manufacturing capability. It is also a key leap in the complete closed loop of "the whole ecology of people, cars and homes".

Lei Jun said that through 15 to 20 years of hard work, Xiaomi Automobile will become the top five automobile manufacturers in the world.

It has been 1003 days since Xiaomi Group announced that it will build a car. On March 30, 2021, with a paper announcement, Xiaomi officially announced to build a car and enter the smart electric car track, investing 10 billion US dollars in the next 10 years. At the spring new product launch conference of Xiaomi "Endless Life" held on the same day, Lei Jun said that he would lead the team, calling it the last major entrepreneurial project in his life and shouting "Fight for Xiaomi Automobile".

(Photo courtesy of the manufacturer, issued by Yangguang. com)

After that, the news was intermittent.

In September 2021, Xiaomi Automobile Company was officially registered, and then its core members were announced, including CFO Lin Shiwei, co-founder Liu De, co-founder Hong Feng and SVP Lu Weibing. In November 2021, Xiaomi Automobile announced that it will settle in Beijing Economic Development Zone, including headquarters, sales headquarters and R&D headquarters, and will build a vehicle factory with an annual production capacity of 300,000 vehicles in two phases; In April 2022, the first phase of Xiaomi Automobile Factory started construction; In August 2022, the video of Xiaomi’s autonomous driving technology was released …

When the time came to December 25th, 2023, Xiaomi announced that it would build a car for 1,000 days. Lei Jun officially announced in Weibo that the Xiaomi Automobile Technology Conference would be held at 2pm on December 28th, and said, "This time, only technology will be issued, and no products will be issued." Then Xiaomi released posters and paid tribute to BYD, Weilai, Tucki, Huawei and other enterprises.

At this conference, Xiaomi introduced the progress of five core technologies of automobiles, including electric drive, battery, large die casting, intelligent driving, intelligent cockpit and other key areas.

In the field of industrial hard technology, Xiaomi independently developed and produced the motor HyperEngine V8s, with a rotating speed of 27200rpm, and the pre-developed next-generation millet motor successfully broke through 35000rpm; in the laboratory. Xiaomi self-developed CTB integrated battery technology, and adopted the battery cell inversion technology to achieve 77.8% battery integration efficiency.

In addition, Xiaomi independently researched "9100t super large die-casting cluster" and self-researched die-casting alloy material "Titan alloy", and realized self-research from materials and equipment cluster system to finished castings.

In the field of intelligent soft technology, based on Xiaomi 澎湃 OS, Xiaomi intelligent cockpit realizes the bottom reconstruction, evolves for the car, and creates an advanced intelligent mobile space; In the field of intelligent driving, Xiaomi released three technologies: adaptive zoom BEV technology, large road model and super-resolution network technology.

(Photo courtesy of the manufacturer, issued by Yangguang. com)

"What we want to build is not a mediocre car, but a dream cars comparable to Porsche and Tesla." At the press conference, Lei Jun shared Xiaomi’s goal of building a car: to make a good-looking, easy-to-open, comfortable and safe mobile smart space.

From the beginning of research and development, Xiaomi’s first product, SU7, has built an advanced mobile smart space based on the concept of science and technology × ecology, and exerted its strength in high performance, ecological technology and mobile smart space experience.

In the extreme technology and advanced driving experience, with a series of scientific and technological innovations such as self-developed motor HyperEngine, CTB integrated battery technology, and body structure based on 9100t die casting technology, Xiaomi SU7 Max accelerates to 2.78 seconds at zero speed and the maximum speed can reach 265 km/h..

In the advanced experience of the mobile smart space, the five characteristics of Xiaomi 澎湃 OS (bottom reconfiguration, cross-end intelligent, active intelligence, global security, and open ecology) get on the bus collectively. The interactive experience of Xiaomi smart cockpit is the same as that of the mobile phone tablet, and the car system starts quickly in 1.49 seconds. At the same time, it also has a cross-end interconnection experience between mobile phones and cars.

More importantly, Xiaomi SU7 has achieved three major ecological empowerment, integrating Xiaomi application ecology, hardware ecology and Xiaomi CarIoT ecology open to third parties.

Among them, the car system is deeply adapted to mainstream car applications, the Xiaomi tablet 5000+ application will be gradually adapted, and the mobile phone application can also be pinned to the car; In terms of hardware ecology, 1000+ meters of home devices have been supported to get on the bus without induction, and the Pin point expansion interface is reserved in the car to support plug and play of devices …

As for the price of SU7, Lei Jun said that it can’t be as low as some people expected, and it will be a bit expensive. "It’s impossible to pay 99,000 yuan, and 149,000 yuan is needless to say."

(Note: This article belongs to the commercial information published by Yangguang. com. The content of this article does not represent the views of this website, and it is for reference only. )


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.


Betta platform, luxury cosmetic anchor, who do you prefer to compete with in online celebrity?

On June 24th, a Weibo by Momo’s elder sister A Leng caused quite a stir in the live broadcast field. After a two-month hiatus, A Leng announced his return to his fans and will join DouYu. Just registered Betta before it started broadcasting, leading Ti mo Feng to contribute 280,000 yuan. It’s a little scary to grab 1.9 million RMB! ! !


As one of the most popular anchors of Momo, A Leng earned an annual income of 16 million yuan in 2016, and even created a miracle in the live broadcast industry that was rewarded with 30 million yuan in eight months. She is comparable to a first-line star and is a well-deserved sister of Momo. After graduating from a famous university, she also went to teach at the Confucius Institute in the United States in 2014. Not only did she get excellent grades, but A Leng also had an unusual talent in playing musical instruments. Both erhu and guitar won prizes in the competition.

A Leng looks sweet and has a voice that surprises people. In the colorful metropolis, she did not choose to go with the flow, refused to rely on her face value, and attracted a large number of diehard fans with her hard work and sincere singing. In the live broadcast world, A Leng is known as "online celebrity Clean Stream" and "talented female anchor". Compared with other female anchors in online celebrity, A Leng’s route is obviously different from theirs, with outstanding temperament, elegant clothes, cordial communication with fans, and singing one song after another. Just like this, A Leng’s live broadcast received a flood of praise, and more and more people began to pay attention to it.

Ti mo Feng

Ti mo Feng, a Sagittarius girl born in Wanzhou, Chongqing, is studying in two A-class colleges in Zhuhai, Guangdong. When I was playing LOL on the live broadcast platform, I sang a few songs to the audience with Mai by chance, and then the popularity began to flourish, becoming popular in the betta live broadcast room. Ti mo Feng became one of the well-known female anchors in Betta by virtue of her singing skills. In 2016, he sang the title song "You don’t understand me" for the film "28-year-old minors". It is said that Leng Gang went to the live broadcast room in Ti mo Feng to brush a gift when he registered for fighting fish, which also means to live in peace!

Ti mo Feng usually sings and chats for fans in the live broadcast room. The live broadcast style is funny and cute, and the level of cover is good. For example, the cover of chicken beep is very popular among netizens. In Netease Cloud Music, Ti mo Feng, as the leader of the anchor radio station, has more than 15 cover singles with a single program play online of more than 2 million, and more than 3,000 comments on several programs, which can be described as the most popular anchor. Then Netease Cloud Music made an exclusive EP for it, becoming the first exclusive "digital record" singer of the streaming media who was transformed from a platform amateur anchor to a release.

Yifa Chen

Yifa Chen used to be an architect. Due to the real estate recession, he switched to network anchor. Everyone affectionately calls it: Fajie! Fans with zombies call it a fat mother (Betta TV sends sisters and sons all over the world). Because of his appearance (figure), he is called e-sports Jia Ling. Hobbies LOL, Hearthstone Legend, DOTA2, etc., are called "e-sports Masami Nagasawa" by netizens.

On September 28th, 2016, he released his first single "Storybrooke" and exclusively landed in Netease Cloud Music, winning the 5th place of the hottest new song TOP100 of Netease Cloud Music in 2016 and the 8th place of the most shared single TOP100 in 2016. At 0: 00 on May 20, 2017, the female version of "Apo Shuo" sung by Yifa Chen was exclusively launched on Netease Cloud Music, and won the 4th place in the hottest new song TOP50 of Netease Cloud Music in May 2017.

With the rapid development of the live broadcast industry, the participation of the whole people has become an indisputable fact. Under the hot situation of live broadcast, serious homogenization is rampant. If we want to fight our way out in the homogeneous industry, we must develop the platform competitiveness in an all-round way from multiple dimensions. For the live broadcast platform, it has become the core competitiveness to build a live broadcast platform by leading users and content anchors. The strong joining of Alun this time, its own strong flow will definitely bring a new round of "bombing" to Betta. The final gain will only be fighting fish!

Let’s not talk about fighting fish. Let’s talk about who you are more attracted to.


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?


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.


Accustomed to reading how to "open" modern literary classics through mobile phones.

  The way people read through mobile phones has advantages and disadvantages. The advantages are convenience and large quantity. On the negative side, it may be easy to make thinking fragmented and reading fast food. How long have you been impatient to read the whole book — —

  How to "Open" Modern Literary Classics

  Borges, a famous Argentine novelist, said: "Classics are books that a nation or several nations have decided to read for a long time. They are books that people from generation to generation read with early enthusiasm and mysterious loyalty for different reasons." Since the late Qing dynasty, modern literature has only been more than a hundred years. Compared with the ancient literary classics that have been precipitated for thousands of years, the modern literary classics that have been washed out for more than a hundred years are very different.

  Facing the classics of modern literature,

  What should we do?

  First of all, the simplest thing is to face the work directly. Classics are sometimes daunting, so we should have the sincerity and patience to read them. Secondly, the works will be included in the coordinates of literary history. Place the work in a broader coordinate system instead of understanding it in isolation. Third, look for gaps and prototypes. What is the gap in this work? Where is the unexpected place of the author? Can a work extract a certain prototype until it finds its own way of dialogue with the work? The so-called application method or looking for a gap prototype is an attempt to establish an understanding based on one’s own feelings about the work. Reading classics is actually a way to express ourselves, rather than reading classics as a task. It is the classics that constitute the background color of a person’s humanistic quality. Therefore, classics should eventually return to the way of dialogue between readers and works. When you use all kinds of reading methods freely, you may find your own way to talk about classics. This way belongs to you alone, and no one can take it away.

  Rearrange the order for Chinese literature in the 20th century.

  Lu Xun, Guo Moruo, Mao Dun, Ba Jin, Lao She and Cao Yu (hereinafter referred to as "Lu, Guo, Mao, Ba, Lao and Cao") are six modern literary writers we are familiar with. Until today, our understanding of modern literature is still in the hierarchical order of literary history laid by these six writers. They occupy an important position in the territory of modern literary history. However, according to the classic view of constructivism, their classic pattern is not static.

  The selection of "Top 100 Chinese Novels in the 20th Century" was a literary classic construction activity in the late 1990s. At that time, the 20th century was coming to an end, and Hong Kong’s Asia Weekly invited heavyweight scholars and writers to jointly select the top 100 Chinese novels in the 20th century. Personally, I attach great importance to this list, because the judges include not only mainland scholars in China, but also scholars from Hong Kong and Taiwan and overseas scholars. It provides a larger evaluation field of vision. After the selection results were released, we found that the first place was Lu Xun’s Scream, the second was Shen Congwen’s Border Town, the third was Lao She’s Camel Xiangzi, the fourth was Zhang Ailing’s Legend, the fifth was Qian Zhongshu’s Fortress Besieged, the sixth was Mao Dun’s Midnight, and the seventh was Bai Xianyong’s Taipei Man. — Liu E’s Travels of the Old Handicapped.

  These ten classic works coincide with the modern literary classics we have known before, but they are somewhat unexpected: For example, Taipei Man, Biography of Hulan River and Travel Notes of the Old Disabled are not only on the list, but also in the top ten! This result surprised some people. Moreover, among these 100 works, there are many works by popular writers such as Zhuan Lou Zhu, Jin Yong, Gu Long, Liang Yusheng, Qiong Yao, Yi Shu and Li Bihua. "Hundreds of Excellent China Literature Books in a Hundred Years" is also a reliable classic reading bibliography. These are the 100 most important Chinese literature books in the 20th century jointly recommended by China mainland scholars and publishing institutions in the 1990s.

  Not all masterpieces

  Are the best works of writers.

  Masterpieces are often the guiding choice of classic texts. Generally speaking, masterpieces are works that represent the writer’s creative level, but not all masterpieces are the best works of writers. When evaluating a work in the history of literature, the social influence of the work is a very important consideration index, but a work with social influence may not necessarily have a higher literary level.

  For example, when we talk about new poetry, we will definitely talk about Hu Shi’s Trial Collection, because Hu Shi is the first person to write new poetry in a century, and there would be no modern new poetry without Trial Collection. However, if we take the new poems in Trial Collection as the standard of new poems, it is obviously to reduce the standard of new poems to the toddler stage. Therefore, although Hu Shi’s works are masterpieces of new poetry, they are definitely not the essence of new poetry. Another example is a mature writer like Ba Jin. His Home is indeed an excellent work, but it is not the most mature work of Ba Jin. Ba Jin’s writing can be divided into three stages: youth, middle age and old age. Young Ba Jin wrote the love trilogy Fog Rain Electricity and the torrent trilogy Home Spring Autumn. However, Ba Jin’s best works should be the trilogy of life "Cold Night", "The Fourth Ward" and "Resting Garden" written in middle age.

  Comparing Home with Cold Night, there is no doubt that Home is more influential, because it provides a proposition of the times, showing the collapse of a big family and the tragedy of youth enlightenment. Therefore, Home has a strong social response. Ba Jin, who is in the period of youth writing, has the first emotion, but when emotion occupies the center of writing, it is an obstacle to the depth of writing. Therefore, if you read Home carefully, you will feel that there are both young people’s unique enthusiasm and youth’s unique shallowness. In the 1940s, Ba Jin’s creation entered a mature stage. Cold Night is a story about a man who is caught between his mother and his wife. But this is only the surface of the story. What the novel really wants to express is that during the war years, young people full of blood gradually lost their dreams under the torture of life. Cold Night was born at the time of the victory of the Anti-Japanese War, and the whole novel was very sad. People usually think that the Anti-Japanese War has been won, the suffering has ended and a great nation has stood up. But in Cold Night, Ba Jin put forward a profound proposition: Does the victory of the Anti-Japanese War mean that all the problems in life can be solved? Ba Jin stepped into middle age from youth. Although his emotion changed from enthusiasm to condensation, it made his works more infectious and moved us more. Cold Night is also Ba Jin’s masterpiece, but compared with Home, readers are unfamiliar with it.

  A good writer should constantly break

  Readers’ reading expectation

  There is an important concept in reception aesthetics called "reading expectation", which means that before we enter a literary work, we will have a general expectation for this work by virtue of our existing reading accumulation. For example, we haven’t read Lu Xun’s novels before, but from our understanding of Lu Xun, we know that Lu Xun is a great enlightener, thinker, revolutionary and a great writer. These constitute the most basic judgment for us to read Lu Xun. When Lu Xun’s works conform to this judgment, we will think that our judgment and understanding are correct. On the contrary, we will be surprised: Lu Xun actually wrote like this!

  Formalism focuses on the artistic expression of the text and the strength of the form of the work. For example, when we look at a work, we feel that it is very old-fashioned and lacking in merit. And sometimes we will find that some works are very clever, similar to those we have read before, but different, and feel very novel. In fact, this is the so-called defamiliarization — — Our existing literary understanding is not enough to explain it, and it presents us with new challenges.

  For example, Lu Xun’s New Stories, many of which are very playful, are not quite the same as our understanding of Lu Xun’s serious style. This constitutes the so-called defamiliarization. A good writer should constantly break the reader’s reading expectation. Therefore, great writers often don’t follow the old habits, but have multiple faces. One Hundred Years of Solitude is a great masterpiece, but Marquez has not only One Hundred Years of Solitude, but also excellent works such as Love in Cholera Period, Colonel who has no one to write to him, Old Man with Giant Wings and Dead Leaves. On closer reading, you will find that the styles of these works are quite different. One Hundred Years of Solitude is the pinnacle of magical realism, while The Colonel who has no one to write to him is a solid realistic narrative, and Love in Cholera Period is called "the greatest love novel in the world". If you read Love in Cholera with the expectation of reading One Hundred Years of Solitude, you will find that it completely disappoints your expectation, which in turn gives us a brand-new reading experience. Marquez is always challenging our reading expectations. Formalism criticism focuses on whether a work breaks our expectations and provides a strange reading experience.

  The works of women writers

  Suitable for interpretation from feminist perspective

  Today, men’s discrimination against women still exists and is often ignored by us. Feminism tries to embody this discrimination in the context of our ignorance. Therefore, the works of female writers are very suitable to be interpreted from a feminist perspective. For example, Zhang Ailing’s works sometimes give us an anti-feminist feeling.

  In "Love in a Fallen City", Bai Liusu tried every means to marry Fan Liuyuan, and they tried every means and struggled. Finally, the Pacific War broke out, Hong Kong fell, overturned a city and made a love. From the standpoint of feminism, the ultimate meaning of a woman’s life is not given by a man, but what Bai Liusu wants in Love in the City is to marry Fan Liuyuan. Isn’t this an anti-feminist writing? This anti-feminist writing reflects Zhang Ailing’s irony of feminism. Zhang Ailing is actually standing in a higher feminist position. She believes that Bai Liusu’s story really falls into the so-called "feminist dilemma", that is, it seems that a woman can only achieve perfection in a certain sense if she is attached to a man. Zhang Ailing expressed her distrust of radical feminism by describing the process that Bai Liusu tried to enter the role that male chauvinism wanted women to enter.

  Lu Yin and Xiao Hong’s works are full of feminism, but such feminism can’t really change the situation of women. Comparing Xiao Hong and Zhang Ailing, Xiao Hong’s feminism is highly prominent. Before she died, she said a few words, one of which was "the sky of women is low". Xiao Hong, trapped in the depths of feminism, met different men all her life, but never gained emotional security. Zhang Ailing is different from her. Zhang Ailing understands the illusion and imagination of this feminist writing, so her Love in the City expresses her feminist position in an ironic way. This is an important angle for us to interpret literary works.

  Avoid falling into the "orientalist trap"

  Adopting the perspective of colonialism and post-colonialism, this is a new perspective to interpret the text with the development of cultural studies. Let’s take a movie example to illustrate post-colonialism. The fifth generation directors, such as Zhang Yimou and Chen Kaige, made many so-called "folk customs" in their films in the 1980s, such as the sedan chair and wine offering in Red Sorghum, the light sealing and foot beating in Red Lantern Hanging High, and the rain praying in Chen Kaige’s film Yellow Land, etc. The fifth generation directors hope that the oriental culture will be revived on the screen. However, if we look at it from the post-colonial point of view of Said and others, when the fifth-generation directors desperately show the folk wonders of the oriental nation in their films, they just fall into the so-called Orientalism trap.

  What is Orientalism? Generally speaking, westerners’ understanding of the East does not come from actual observation of the East, but from reading and watching literary and artistic works that describe the East. Westerners artificially establish the leading position of the West, and when they describe the East, they often create a so-called "grade difference" — — The East is a fascinating foreign land waiting for the West to discover. The meaning of this sentence is that only when the west discovers it can the beauty of the East be presented. This is the so-called Orientalism. Zhang Yimou and the fifth generation of directors he represents, in their films, present the orient, which is actually a kind of so-called self-orientalization. They present China’s aesthetic feeling in the way of "self-orientalization", at the same time, they give westerners a way to understand and observe China through movies, which will inevitably lead westerners to fail to objectively and truly understand China.

  A similar situation occurs in literary works. For example, Jing M.Guo’s Tiny Times, which is deeply loved by young people, can also be viewed from a post-colonial perspective as a book with a wide reading rate and influence among young people. Under the background of globalization, Jing M.Guo completed his own naming for this era. He named this era of globalization as a small era, reminding us to rethink the center and edge.

  (Ma bing The author is a professor at the College of Literature of Shandong University, and the article is selected from "Reading Classics" by Shanda Literature Life Museum.


Nearly 1,600 cars participated in the competition for the auto market in the second half of the year, and new energy is still the protagonist of this year’s Chengdu Auto Show.

On August 25th, the 26th Chengdu International Automobile Exhibition (referred to as "2023 Chengdu Auto Show") opened. The theme of the 10-day 2023 Chengdu Auto Show is "Enjoy Chengdu with wisdom and see the future with control". According to the organizing committee, this year’s auto show will bring nearly 1,600 cars from 129 automobile brands including German, American, French, Japanese, Korean, joint ventures and independent companies.

As the largest and highest-standard annual automobile event in the western region, Chengdu Auto Show has always been regarded as a weather vane and barometer for the development of the automobile industry in the central and western regions, which is of great significance to boosting automobile consumption and stimulating the vitality of the automobile market. Shell Finance reporter learned from the organizing committee that at the 24th Chengdu Auto Show, the total sales of new cars reached 37,700, with a total sales of 6.516 billion yuan.

Since the beginning of this year, promoting automobile consumption and expanding the consumption of new energy vehicles have been mentioned many times. In order to further stimulate automobile consumption, at this year’s Chengdu Auto Show, the organizing committee launched car purchase discounts, and exhibitors and dealers also launched car purchase discounts or car purchase vouchers.

Two venues are specially set up for the new energy automobile pavilion.

New energy vehicles are still the well-deserved "protagonists" in this year’s Chengdu Auto Show. Halls 10 and 11 are even set as "special pavilions" for new energy vehicles. The two pavilions attracted 18 new energy vehicle brands such as "Wei Xiaoli", Extreme Krypton, Extreme Fox, Lantu, Extreme Star, Wei Pai and Deep Blue. On the first day of the auto show, the venues were crowded.

Among the new car-making enterprises, Weilai exhibited all models, the third-generation power station, and the full-stack self-developed intelligent technology; At the Xpeng Motors booth, as the key model to drive sales this year, Tucki G6 became the focus of the exhibition; LI released the latest progress and layout planning of the "dual-energy strategy" at this auto show, and revealed that the ideal MEGA for pure electric vehicles will be officially released in December this year.

It’s not just the new power enterprises that build cars that are making efforts, with a view to adding more help to the competition in the automobile market in the second half of the year through new models or new technologies. Independent brands are also making great efforts to compete for the automobile market in the second half of the year.

BYD brought its BYD, Tengshi, Equation Leopard and Wangwang brands to the Chengdu Auto Show, and each brand was displayed in the form of an independent booth. As a strategic model of BYD Ocean Network’s impact on the medium-sized car market, Seal DM-i started pre-sale at Chengdu Auto Show, and the pre-sale price of six models was 176,800-246,800 yuan. Leopard 5, the first strategic model of the newly launched Equation Leopard brand, was also officially released at the auto show, and the blind order price was 300,000-400,000 yuan.

Byd seal DM-i Figure/BYD official website

The five brands of Great Wall Motor, Haval, Weipai, Euler, Tank and Great Wall Gun, landed at Chengdu Auto Show with nearly 30 products. The Haval brand was unveiled with the new energy product matrix, and the first new energy off-road SUV Haval Raptors made its debut and announced the pre-sale price of 160,000-190,000 yuan. The launch of the above-mentioned models has filled the market gap of Haval brand’s new energy off-road SUV within the price range of 200,000 yuan. So far, Haval brand has completed the two-line product layout of new energy city SUV+ new energy off-road SUV. Weipai New Energy presented with Gaoshan DHT-PHEV and Lanshan DHT-PHEV, in which Gaoshan officially opened the reservation and released the reservation rights.

The tank brand is also accelerating the layout of off-road new energy, making its debut at the auto show with the all-Hi4-T new energy lineup. The tank 400 Hi4-T was officially pre-sold, including the pre-sale price of the functional version of 285,000 yuan and the pre-sale price of the super version of 295,000 yuan. The tank brand said that the new energy transformation of all products will be accelerated in the future. The performance version of the pickup mountain and sea gun under the Great Wall Gun is the world’s first show, and 2023 black bombs are listed.

Tank 400 hi4-t. Figure/Great Wall Motor official website

In addition, the investment of joint venture car companies in this year’s Chengdu Auto Show should not be underestimated. Hyundai, Kia, Volkswagen and other brands will all exhibit new products or technologies at this year’s Chengdu Auto Show. Such as KIA EV6 listing and EV5 pre-sale; Beijing Hyundai brand-new Elantra, brand-new Elantra N Line and MUFASA Musa high-end customized version appeared. "The new Elantra is priced at 99,800 yuan to 133,800 yuan, providing consumers with a sales policy of’ oil level rights’." Beijing Hyundai said that in the past year, after many discussions, the senior management of both shareholders reached a series of strategic consensus, such as the globalization of technology, cooperation with local ICT enterprises in China, and the export of domestic products.

Beijing Hyundai Elantra. Figure/Beijing Modern official website

In the fierce market competition, the joint venture brand has continuously increased the China market and made localization measures in order to boost the competitiveness of the track.

"New energy products continue to be launched, covering a wide range of price segments and vehicle categories. The product features cover all market segments, and the promotion enthusiasm of mainstream manufacturers is at a high level." Cui Dongshu, secretary-general of the Association, believes that with the promotion of the central government’s consumption promotion policy and the active marketing activities such as auto shows, the market consumption is generally good.

Exhibitors and dealers offer car purchase discounts to stimulate consumption.

According to the statistics of the Ministry of Public Security, by the end of June this year, the number of cars in Chengdu had exceeded 6 million. According to the data of Chengdu Economic and Information Bureau, from the consumption side, Chengdu is the fastest growing area of automobile consumption in China. From January to May this year, 74,100 new energy vehicles were promoted in Chengdu, a year-on-year increase of 20.5%, ranking fourth in the country in sales volume. By the end of May, a total of 531,000 new energy vehicles had been promoted, accounting for 7.9% of the city’s total vehicle ownership, ranking sixth in the national cities and first in the non-restricted cities.

The automobile market is about to usher in the traditional peak season of "Golden September and Silver 10". As an important automobile market in the west, Chengdu Auto Show plays an important role in it. The reporter of Shell Finance noticed that despite the media day on the first day of the auto show, the sales staff of many auto brands distributed leaflets in the passage outside the exhibition hall and continued to promote them.

In addition, in order to speed up the recovery and boost automobile consumption and stimulate market vitality, Shell Finance reporter learned from the organizing committee that at this year’s Chengdu Auto Show, the organizing committee launched a car purchase discount activity, and all brand manufacturers of Chengdu International Auto Show will bring exclusive car purchase discounts to the auto show, and dealers will also introduce cash deductions and car purchase vouchers.

"The new cars listed at the Shanghai Auto Show in April have played a good role in boosting the sales volume of the new energy market. After this Chengdu Auto Show, it is about to enter the peak season of’ Golden September and Silver 10′. It is expected that the Chengdu Auto Show will relay the Shanghai Auto Show, and the new cars listed are expected to become the core boost to the new energy auto market in the second half of the year." Galaxy Securities Research Report pointed out.

Beijing News Shell Financial Reporter Zhang Bing

Editor Zhang Xiaoxian proofreads Lin Zhao.


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:



Stick to the fitness punch card 150 times. What about the cash back?

  Changsha Evening News All-Media Reporter Nie Yingrong Intern Cheng Dan

  If you insist on punching in enough times a year, the gym will refund part of the card amount. I believe many bodybuilders have seen similar "challenge activities" launched by some gyms, but not many can insist on completing the punching. What about the ones that really persisted? Recently, Mr. Ruan from Yuelu District reported to our hotline 96333 that he had previously applied for a similar retirement card at Shiny Fitness Club Times International Store (hereinafter referred to as "Shiny Gym"), and insisted on punching in 150 times as required in the past year. But he asked for cash back, but the gym dragged on. The reporter launched an investigation into this and the market supervision department also intervened in mediation. On September 9, the store completed the cash back.


  Completed the "Year Card Challenge", but the cashback time was postponed three times.

  At the end of July last year, Mr. Ruan and two friends went to the shiny gym near Yulan Road, Tongzipo Road, Yuelu District to consult about fitness. A member of the gym named Chen introduced the "Year Card Challenge" cashback activity — — If you apply for an annual card of 1688 yuan here, as long as you punch in the gym for 150 times in one year and exercise for 1 hour each time, the gym can cash back 1288 yuan.

  "I felt that as long as I persisted, this card was quite favorable." Mr. Ruan said that the membership consultant claimed that the three of them would do it together, and each of them would be given a discount to 20 yuan and a month’s free fitness service, so he and two friends both got this kind of card. In the following year, among the three people, only Mr. Ruan persisted with strong self-discipline and perseverance and completed the "task" of punching in 150 times.

  Mr. Ruan took out the WeChat chat record and told the reporter that in early August this year, he asked Chen’s membership consultant about cashback. The other party replied: "You come to the front desk to register the bank card account number and the name of the account, and you will get a unified refund at the end of the month." Mr. Ruan registered once as required, but he did not receive the refund until August 31.

  Subsequently, Mr. Ruan went to the front desk of the gym to report the situation. The staff claimed that it was necessary to wait until September 2 for the financial staff to handle it, but he still did not receive the refund on September 2. On the same day, he contacted the manager of the gym in a "shining fitness member group" with 50 or 60 members, and reflected this problem. That night, the store manager replied in the group that after other members punched in, they would arrange cash back at the beginning of next month (that is, at the beginning of October). Not long after, this WeChat group was dissolved.

  "I said good cashback before, but later it was delayed." Mr. Ruan said that on the evening of September 3, he came to the gym again to reflect this problem. During the negotiation, he had a dispute with the store staff. The manager finally gave him a reply that he would cash back on October 30. His request for a written commitment from the store was rejected.

  Store side

  The oral commitment of the membership consultant is invalid, and cashback requires a process.

  At 2 o’clock on the afternoon of September 5, the reporter came to the shiny gym and found the store manager Chen Shan. Chen Shan said that they did launch this activity last year, and Mr. Ruan also met the requirement of punching in 150 times. However, Mr. Ruan got a one-month discount when he applied for the card, so the start date of the card is September 1, 2018, and it needs to expire on September 1, 2019. "After his card expires, we can start to do this."

  Regarding the membership consultant’s previous claim that he would cash back at the end of August, Chen Shan said that the membership consultant was young, and his verbal commitment was invalid, and the store’s membership agreement also clearly stamped the chapter of "oral commitment was invalid". The reporter found that the membership agreement signed by Mr. Ruan did bear the imprint of the above words, which read "This card can be cashed back after 150 times" next to it, but did not specify the specific cashback time limit.

  Chen Shan said that they are a big company and have a series of procedures to deal with cash back. For members who complete the punch-in task, they need to cash back in batches. "His card will expire on September 1, and we can’t cash it back at once."

  Then why did you change the cashback time in early October to October 30? Chen Wei said that when Mr. Ruan reflected problems in the WeChat group before, his words were provocative, and later he went to the store to "make trouble", which affected their work and led other members to come to them for this purpose. They need to do more work, so the time is delayed. "I promise here that I will definitely return the money to him on October 30."


  Both parties have signed a dispute mediation document, which has been cashed back.

  The reporter learned that before this, Mr. Ruan also reported this matter to the market supervision and management department through the 12315 hotline, which was handled by Wangchengpo Supervision Office of Yuelu District Market Supervision Administration.

  At 3 o’clock on the afternoon of September 5th, the reporter came to Wangchengpo Supervision Office of Yuelu District Market Supervision Administration with Mr. Ruan and Yong Yang, a manager of Shiny Gym Store. The staff of the institute organized mediation between the two parties on the above matters. After nearly an hour of mediation, the two parties reached an agreement that the Shiny Gym would refund 1,288 yuan to Mr. Ruan’s bank card before September 10, 2019. Subsequently, the two sides signed a mediation book on consumer rights disputes. At about 18 o’clock on September 9, Mr. Ruan told reporters that he had received the cash back.


  Try to fix the rights and obligations of both parties in writing.

  Li Jian, a lawyer of Hunan Wanhe United Law Firm, said that according to the Contract Law, if the parties have disputes about the understanding of the terms of the contract, they should determine the true meaning of the terms according to the words used in the contract, the relevant terms of the contract, the purpose of the contract, trading habits and the principle of good faith.

  Li Jian reminded that in the daily consumption process, citizens should carefully identify the contents related to rebate and stored value, on the one hand, and try to fix the relevant rights and obligations of both parties in writing, such as determining the rebate amount, proportion and time limit. Once you encounter infringement afterwards, you can seek help from market supervision and other departments in time to defend your rights.