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Interview with Ceng Qinghong of Guangzhou Automobile Group： Maximize overtime work and strive to recover lost output value.

Since 2003, Ceng Qinghong, Party Secretary and Chairman of Guangzhou Automobile Group, has been elected to the National People’s Congress for three times from the 10th, 11th to 13th sessions.

Ceng Qinghong, deputy to the National People’s Congress and chairman of Guangzhou Automobile Group

The National People’s Congress in 2020 is the 13th year for him to participate in and discuss state affairs as a representative of the National People’s Congress. This time, he brought five suggestions, three of which were related to the automobile industry.

"Overall, the impact of this epidemic on the automobile industry is not small, and it may take a long time to digest and absorb these effects. However, we must also actively face up to this impact, and our confidence in the long-term development of China’s automobile industry cannot be shaken. " Recently, Ceng Qinghong said this in an interview with a reporter from The Paper.

Guangzhou Automobile Group actively carried out the work of resuming work and production.

In the interview, in addition to carefully interpreting his own suggestions, Ceng Qinghong also comprehensively analyzed various measures that Guangzhou Automobile Group was prepared to face difficulties, and responded to the latest progress of strategic cooperation with SAIC and Weilai Automobile, which were concerned by the outside world.

He revealed that although the current production and operation encountered some difficulties and challenges, the sales volume of new energy vehicles of Guangzhou Automobile Group rose by 85% against the trend in the first four months, and the group’s goal this year is to achieve a sales growth of 3%.

In his view, the future automobile market will be the world in the field of intelligent networked new energy. Guangzhou Automobile Group will further expand joint ventures and cooperation, and is willing to join hands with new forces to create a better future.

It is suggested that the cost of car purchase should be substantially reduced.

You have brought five suggestions to the two sessions this year, three of which are related to the automobile industry. Among them, the proposal to reduce the total tax burden of automobile consumption is particularly impressive. Compared with the various policies that have been introduced to promote consumption, what are the advantages of this proposal?

Ceng Qinghong:This year, I put forward suggestions related to the automobile industry from three aspects: fighting against epidemic, reducing burdens, promoting automobile consumption, and accelerating the construction of new energy automobile industrial cluster in Guangdong-Hong Kong-Macao Greater Bay Area.

Among them, further reducing the overall tax burden of automobile consumption will essentially reduce the cost of consumers’ car purchase, reduce the burden of consumers’ cars and promote automobile consumption.

One of the suggestions is to reduce the tax burden of vehicle purchase tax and vehicle consumption tax. The second is to further reduce the value-added tax burden. Third, the eligible car loan interest will be included in the special additional deduction of personal income tax to reduce the burden on residents.

Recently, countries and localities have introduced policies to promote automobile consumption, such as liberalizing purchase restrictions and subsidizing car purchases. What do you think of these policies?

Ceng Qinghong: No matter in the short term or in the medium and long term, these policies are conducive to the further development of domestic new energy vehicles.

Guangzhou Automobile Plus Car Purchase Discount, Guangzhou "Guangzhou Car Purchase" launched to promote automobile consumption.

The state has taken many measures to improve the automobile consumption environment and reduce the tax burden on automobile consumption. Especially since the outbreak of the COVID-19 epidemic this year, many departments have issued a number of policies on stabilizing and expanding automobile consumption, including subsidies, delays and financial support for national sixth and new energy vehicles, which have effectively boosted automobile consumption.

Guangzhou Automobile Group actively participates in live broadcast with goods to promote sales.

For example, on the eve of May 1 ST, Guangzhou launched the subsidy activity for automobile consumption benefiting the people. During April and May 1 ST, the passenger flow and order volume of various brand stores under Guangzhou Automobile Group increased significantly, and some even exceeded the level of the same period last year. During the May 1 ST period alone, the total passenger traffic of seven vehicle brands under GAC increased by 6% year-on-year, the number of clues increased by 19%, the order volume increased by 20%, and the terminal sales increased by 19% year-on-year. The effect of promoting sales is quite remarkable.

It takes a long time to digest and absorb the impact of the epidemic.

In April, China’s auto sales ended the negative growth for 21 consecutive months. Does this mean that the turning point of auto market recovery has arrived?

Ceng Qinghong:On the whole, the impact of this epidemic on the automobile industry is not small, and it may take a long time to digest and absorb these effects. However, we should also face up to this impact positively, and our confidence in the long-term development of China’s automobile industry cannot be shaken.

What impact did this epidemic have on Guangzhou Automobile Group? What measures have we taken to make up for the possible losses?

Ceng Qinghong:Affected by the COVID-19 epidemic, from January to April, domestic automobile production and sales were 5.596 million and 5.761 million, down 33.4% and 31.1% year-on-year; From January to April, the production and sales of Guangzhou Automobile Group were 444,000 vehicles and 472,400 vehicles, down by 30.54% and 27.49% respectively, which was slightly better than the industry average.

Although there are some difficulties and challenges in current production and operation, our goal of 3% sales growth has not changed, and we mainly make efforts in the following aspects:

First, make real moves in increasing sales. Strengthen product innovation, and develop vehicle products equipped with CN95 high-efficiency vehicle air conditioning filter elements; Strengthen marketing innovation, such as VR car watching, live broadcast with goods, etc.; Actively follow up local policies to promote automobile consumption.

Second, efforts should be made to replenish production and increase production. Strive for the support of all parties, stabilize the effective operation of domestic and foreign supply chains, and avoid supply interruption, especially the imported parts and components. Major vehicle companies make the best use of working days after work and weekends to arrange overtime, do everything possible to tap and improve production capacity, and strive to recover the lost output value.

Third, make a fuss about project guidance. Focusing on the construction task of "attacking the city and pulling out the village" project in Guangzhou in 2020, we will continue to strengthen the construction of independent research and development capabilities and accelerate the construction of a series of projects of Guangzhou Automobile Zhilian New Energy Automobile Industrial Park.

Fourth, tap the potential in increasing revenue and reducing expenditure. Vigorously carry out the activities of increasing revenue and reducing expenditure, reducing costs and increasing efficiency, actively expand the international market, and reduce the minor expenditures of various management affairs.

Guangzhou Automobile Group’s sales of new energy vehicles increased by 85% in the first four months of this year.

The rapid development of GAC New Energy in the past two years is obvious to all. What advantages do you think GAC has in developing new energy products?

Ceng Qinghong:Guangzhou Automobile Group has accelerated its layout and investment in the field of new energy vehicles, and its strategic transformation has achieved initial results.

From January to April, 2020, although the overall sales volume of the automobile industry suffered a double-digit decline due to the epidemic, GAC’s new energy sales volume increased against the trend. In April, Guangzhou Automobile Group sold 5,281 new energy vehicles, a year-on-year increase of 55%; From January to April, the sales volume of new energy vehicles was about 15,900, an increase of 85% year-on-year. Among them, GAC New Energy sold 4,006 vehicles in April, up 125% year-on-year and 14% quarter-on-quarter; From January to April, the sales volume was 11,900 vehicles, with year-on-year and quarter-on-quarter growth exceeding 94%.

Rendering of Guangzhou Automobile Zhilian New Energy Automobile Industrial Park

In terms of new energy vehicle manufacturing, the first phase of the Guangzhou Automobile Zhilian New Energy Automobile Industrial Park, which started construction in 2017, was completed at the end of December 2018.

The key technology of GAC Class A pure electric vehicle won the first prize of Guangdong Science and Technology Award.

In terms of pure electric platform GEP, GAC GEP platform can expand different levels of pure electric platform models, greatly saving development costs, shortening development cycle and enhancing product competitiveness. At present, three models of Aion S, Aion LX and Aion V have been launched, and a new energy vehicle is planned to be launched every six months.

In terms of new energy R&D test, in December 2019, Guangzhou Automobile South (Shaoguan) Intelligent Networked New Energy Vehicle Test and Testing Center officially started.

ADiGO (intelligent driving interconnection) ecosystem

In the future, we will jointly develop core technologies with SAIC to jointly expand overseas markets.

In December 2019, GAC and SAIC signed a strategic cooperation framework agreement.

After cooperating with Weilai, GAC announced a strategic cooperation with SAIC at the end of last year. What is the current cooperation progress and project promotion?

Ceng Qinghong:Win-win cooperation, innovative development, Guangzhou Automobile Group has always adhered to joint venture cooperation and independent innovation for common development, and we very much welcome partners who share common goals and seek common development.

Guangzhou Automobile Group and Weilai are committed to all-round cooperation in all aspects of the industrial chain. In May 2019, GAC Weilai’s brand new brand "HYCAN Hechuang" was officially released; In April this year, HYCAN 007, the first model of Guangzhou Automobile Weilai Hechuang brand, was officially launched.

In December 2019, Guangzhou Automobile Group and SAIC signed a strategic cooperation framework agreement, and Guangdong-Hong Kong-Macao Greater Bay Area and the Yangtze River Delta Economic Circle, two leading high-end manufacturing enterprises, joined hands for the first time.

At present, we are exploring the feasibility of cooperation from the technical field. Logistics, mobile travel, big data, international business, spare parts, insurance and other fields are also gradually sorting out the cooperation direction of business.

In the future, we will jointly develop core technologies and discuss joint investment and development of strategic core technologies and platforms in the fields of new energy, intelligence, networking and lightweight. Share industrial chain resources, explore cooperation in the field of manufacturing, and plan to cooperate in logistics, auto finance, insurance services, aftermarket, industrial investment and so on; Focus on new business models and jointly strengthen research and cooperation in new business models such as car sharing, travel service, and separation of vehicles and electricity; Work together to expand overseas markets.

Further expand joint ventures and cooperation, and are willing to create a better future with Ctrip, a new force in car manufacturing.

This year, the automobile market has obviously accelerated the speed of elimination. Do you think there is anything that traditional car companies can learn from the new car companies?

Ceng Qinghong:In the long run, the automobile industry is in a period of profound historical changes in the transformation of old and new kinetic energy. Electrification, intelligence, networking and sharing are the general trend of automobile development. The future cars will be self-driving cars and driverless cars to solve the problems of traffic, environment and old-age care. Artificial intelligence will change life and travel. Therefore, the future automobile market will be the world in the field of intelligent networked new energy.

Most new car-making forces are better than traditional car-making enterprises in terms of internet thinking and business model innovation. Guangzhou Automobile Group is willing to further expand joint ventures and cooperation with Ctrip, a new car-making force, and accelerate the innovation of "car+internet".

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Hot spots of the week ｜ Seven departments： gradually cancel the purchase restrictions of new energy vehicles

[EV Vision Report] What hot events and important new car information are there in the new energy automobile industry this week? Let’s look at the EV vision to summarize and sort it out for you.

1. Development and Reform Commission: Vigorously promote new energy vehicles and gradually cancel the purchase restrictions in various places.

On January 21st, the National Development and Reform Commission and other seven departments issued two documents, proposing to vigorously promote new energy vehicles, gradually cancel the purchase restrictions of new energy vehicles in various places, promote the standardized and orderly development of charging facilities, and accelerate the construction and installation of charging facilities in residential communities.

In the "Implementation Plan for Promoting Green Consumption" issued by the National Development and Reform Commission and other seven departments, it is proposed to vigorously develop green transportation consumption. Vigorously promote new energy vehicles, gradually cancel the purchase restrictions of new energy vehicles in various places, promote the implementation of support policies such as exemption from restrictions and road rights, strengthen the construction of supporting infrastructure such as charging and replacing electricity, new energy storage and hydrogenation, and actively promote the development of LNG for vehicles and ships. We will promote the pilot application of the new energy vehicle power exchange mode, and carry out the demonstration application of fuel cell vehicles in an orderly manner. In-depth development of new energy vehicles to the countryside activities, and promote the improvement of rural operation and maintenance service system.

2. Free parking for Shenzhen New Energy Vehicles for 2 hours every day.

According to the Notice of Shenzhen Development and Reform Commission on Relevant Matters Concerning the Reduction and Exemption of Parking Charges for New Energy Vehicles, starting from January 20th, when new energy vehicles are parked in urban road parking spaces, they will be exempted from the use fee of temporary roadside parking spaces for the first 2 hours per day within the specified charging period, or for those whose first parking time is less than 1 hour per day (including 1 hour), they will be exempted from the use fee of temporary roadside parking spaces for the second time. Airport, dock, station, port, tourist attractions supporting parking facilities and mechanical three-dimensional parking facilities invested or built by the government in full will still be subject to the current regulations on parking fee concessions for new energy vehicles, that is, charging in the above parking facilities will be exempted from parking fees within 2 hours (including 2 hours) corresponding to the charging time every day.

3. Contemporary Amperex Technology Co., Limited released the power exchange brand EVOGO.

On January 18th, Time Electric Service, a wholly-owned subsidiary of Contemporary Amperex Technology Co., Limited, officially released the overall solution for power exchange brand EVOGO and combined power exchange, and its power exchange products will be geared to automobile enterprises. The first model that cooperated with Contemporary Amperex Technology Co., Limited to exchange power was FAW Pentium NAT combined power exchange version. Contemporary Amperex Technology Co., Limited’s "combined power exchange" scheme is composed of power exchange block, quick exchange station and App. Under the mode of vehicle-electricity separation, the battery is separated as a shared asset, which brings a brand-new attempt to the market.

4. BYD’s new energy vehicle will increase its price by 1,000-7,000 yuan.

On January 21, BYD officially said that due to the sharp rise in raw material prices and the decline in subsidies for new energy vehicles, BYD will adjust the official guide prices of new energy vehicles related to Wangchao.com and Haiyang.com by 1000-7000 yuan. The price adjustment will take effect on February 1, and customers who have signed contracts before that will not be affected by the price adjustment.

5. The production target of M5 in the first quarter is 10,000 vehicles.

Recently, Xiaokang Co., Ltd. held a production and supply guarantee meeting of Wujie M5 in Chongqing Liangjiang Factory, and fully laid out the production of AITO Wujie M5. The big screen of the factory showed that it planned to produce 10,000 Wujie M5 in the first quarter. According to the plan, Wujie M5 expects to achieve small batch delivery in February and complete the first batch of 5,000 users in March.

6, Euler lightning cat production version spy photos exposure

A few days ago, it was learned from relevant channels that the spy photos of the production version of Euler Lightning Cat have been exposed. The car was officially unveiled at the Shanghai Auto Show last year, combining retro with future elements. According to relevant news, the car will be listed in May at the earliest.

7, three cylinders to four cylinders/positioning full-size luxury SUV ideal X01 latest information exposure

On, EV Vision obtained some parameter information of the ideal X01 vehicle from relevant channels. The new car is positioned as a full-size SUV, and its body size is larger than that of Li ONE (parameter | quotation). In terms of power, the new car will use the second-generation extended-range platform, with an acceleration of 5.8s, a comprehensive cruising range of 1050km, and the price of the vehicle is about 450,000-500,000 yuan. It is reported that the car is expected to be released around April 2022.

Judging from the spy photos exposed before, the ideal X01 also adopts the ideal family-style design style, but it is not equipped with a large air intake grille, but the Mercedes-Benz headlight style is exactly the same as that of Li ONE.

8. Volkswagen and Bosch plan to set up a battery equipment joint venture company.

On January 18th, Volkswagen, a German automobile manufacturer, and Bosch, the world’s largest supplier of auto parts, announced that they would set up a joint venture before the end of this year, and the two sides would build a European battery equipment manufacturing factory to help achieve self-sufficiency in battery production.

9. A preview of the new concept car.

On January 19th, Jidu announced the preview of its car robot concept car. The new car will be unveiled at the 2022 Beijing Auto Show, and the first mass-produced car robot will be delivered in 2023.

Jidu announced some exterior and interior design details of the concept car robot. The concept car will be officially unveiled at the Beijing Auto Show in April, and the appearance of the production car robot will be 90% consistent with the concept car. The first mass-produced car robot will be delivered in 2023.

10. BYD and FAW Group set up FAW Fudi New Energy Company.

BYD recently formally established a joint venture company with FAW-FAW Fudi New Energy Technology Co., Ltd., whose business scope includes the development, production and sales of power batteries and battery systems, as well as providing related after-sales and technical consulting services. Tianyancha shows that the company is jointly owned by Foday Industrial Co., Ltd., a wholly-owned subsidiary of BYD, and FAW Equity Investment (Tianjin) Co., Ltd., a wholly-owned subsidiary of China FAW Group Co., Ltd., of which Foday holds 51% and FAW holds 49%.

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Huawei’s new products are too shocking! ＂There is a picture without a picture＂ can be opened to replace the car dashboard!

Another big news came from Huawei smart cars.

On April 16th, 2023, Yu Chengdong, managing director of Huawei, CEO of terminal BG and CEO of smart car solution BU, released some train-borne solutions and new products.

At the meeting, Huawei launched the advanced intelligent driving system ADS 2.0, announcing thatNo longer rely on high-precision maps. At the same time, announced a radical plan:It will land in 15 cities in the third quarter and expand to 45 cities in the fourth quarter.

In addition, Huawei also released a series of new products, such as AR HUD head-up display, iDVP smart car digital platform, which can replace the on-board dashboard, and predicted that HarmonyOS HarmonyOS 4.0 will be released in autumn.

According to reports, Huawei’s intelligent driving system industry pioneered the GOD network. Through the perception of multi-sensor integration such as laser radar, millimeter-wave radar and camera, special-shaped obstacles can also be identified, such as rollover vehicles, falling cardboard boxes, falling rocks, falling trees, etc. And slow down and stop, and build a safety line from the structure to make people drive safer.

In addition, HUAWEI ADS 1.0 has realized BEV architecture based on Transformer, while HUAWEI ADS 2.0 has been further upgraded.The network based on road topology reasoning is further enhanced, and various road elements such as roads and traffic lights can be understood even without high-precision maps, making it possible to drive without maps.

Yu Chengdong introduced that in the third quarter of this year, 15 cities without maps will land, and in the fourth quarter, 30 new cities without maps will land, reaching 45 cities.

On the intelligent parking assistance function,Huawei ADS 2.0 maintains a leading position in parking space identification, including automatic parking space search, 360 parking space discovery and display of parking spaces. At the same time, it supports intelligent parking of up to 160 kinds of parking spaces, such as unconventional parking spaces such as sloping parking spaces and broken parking spaces. In addition, RPA (Remote Parking Assist) solves the embarrassing scene of "cars can get in, people can’t get out" in narrow parking spaces, or it is inconvenient to take and put large luggage items in the car and trunk, thus realizing worry-free parking.

In terms of high-speed experience,ADS 2.0 optimizes the high-speed experience. After the optimization, the average manual takeover mileage is increased from 100km to 200km, and it is easy to cope with up and down ramps and channel obstacle avoidance.

Yu Chengdong also announced at the press conference that Huawei’s advanced intelligent driving system HUAWEI ADS 2.0.The M5 Huawei Advanced Intelligent Driving Edition will be launched in AITO, and the subsequent Aouita 11 and Extreme Fox Alfa S·HI versions will also be upgraded, and more models will be carried in the future.Yu Chengdong also said that according to the test data, the models equipped with Huawei ADS have been far ahead of Tesla in expressway performance such as ramp passing rate and takeover times.

Yu Chengdong also specifically explained that before, he said that the "HI" model of cooperation between Huawei and BAIC was not cooperative. "It is not non-cooperation. Our cooperation with BAIC has been upgraded to a smart selection model, and the cooperation will be deeper."

In terms of price, HUWEI ADS announced by Huawei includes basic package, advanced package and high-end package. At present, the commercial models that have been cooperated are standard with the basic package and advanced package, and the high-end package can be purchased. The above-mentioned urban NCA and AVP are all in the high-end package scheme. Among them,HUAWEI ADS 1.0 is purchased at a lump sum of 32,000 yuan, with an annual subscription of 6,400 yuan and a monthly subscription in 640 yuan. HUAWEI ADS 2.0 is purchased at a lump sum of 36,000 yuan, with an annual subscription of 7,200 yuan and a monthly subscription in 720 yuan.

At the meeting, Huawei’s self-developed AR HUD made its debut. It is understood that,Huawei AR-HUD can replace the on-board instrument, and the effect far exceeds the instrument.Compared with ordinary HUD (Head-up Display Device), it has stronger functions and better effects.

Yu Chengdong said that Huawei AR-HUD adopted Huawei’s AutOptiX intelligent vehicle light technology, which enabled the car to enter the light display era.

The scheme is equipped with LCoS (micron pixel unit, 2K resolution), three-color LED light source (entrance brightness of 12000nits, color gamut NTSC > 85%), short-focus lens (clearer image, distortion < 2%) and polarizing component (light energy utilization rate of 90%, contrast ratio of 1200:1).

In terms of specifications,Huawei AR-HUD has the largest mass-produced frame in the industry, which can achieve the equivalent display effect of 70 inches at 7.5 meters and 96 inches at 10 meters, and has the highest resolution of 1922×730 mass-produced HUD.

Functionally, Huawei AR-HUD is deeply integrated with intelligent driving system for the first time, which can realize real-life presentation.In addition to car-level AR navigation, it can also project reversing images on the windshield and realize giant screen viewing. The effect is very shocking.

Yu Chengdong revealed that,Huawei AR-HUD will be launched by M9.It will be carried on more models in the future.

In addition, Huawei also released new products such as the brand-new in-vehicle entertainment screen category HUAWEI xScene light field screen and HUAWEI xPixel smart car light solution.

According to reports,HUAWEI xScene light field screenIt can break through the physical space limit in the car, bring a viewing experience of 3 meters away and 40 inches, and effectively reduce visual fatigue; At the same time, the world’s first car display low motion sickness gold standard was obtained, which effectively relieved motion sickness.

HUAWEI xPixel intelligent car light solution, to achieve a million pixels of refined lighting and smart lighting expression. High-precision ADB (adaptive high beam) is altruistic and selfish; The first intelligent light carpet, to achieve security protection.

Yu Chengdong also introduced a new generation of HarmonyOS intelligent cockpit, which will be equipped with Huawei’s breakthrough technology HarmonyOS kernel. HUAWEI SOUND car audio system and a new generation of car smart screen will also be unveiled at the press conference. HarmonyOS Car Machine has joined hands with application partners, bringing over 50 top-quality applications from HarmonyOS and over 100 free applications from HarmonyOS.

Yu Chengdong also introduced the digital platform of HUAWEI iDVP smart car. HUAWEI iDVP is the foundation of realizing software-defined automobile, and the core of this architecture is hierarchical decoupling and SOA (service-oriented distributed architecture) service. At present, HUAWEI iDVP has delivered more than 800 standardized API interfaces to achieve rapid adaptation of cross-vehicle differences, and the cross-vehicle reuse rate of platform applications can reach over 90%.

At present, the shipment of intelligent components in Huawei’s smart car business has reached 2 million, five strategic cooperation models have been listed, and there are over 300 ecological partners. In addition, there are more than 10 new cars with Huawei’s advanced autonomous driving and intelligent cockpit under development, which will be launched one after another from this fall to next year.

Yu Chengdong also announced at the meeting that,Huawei HarmonyOS 4.0 (HarmonyOS OS) will be released this autumn.

It is understood that HarmonyOS OS 4.0 will realize multi-person, multi-device and multi-screen multi-tone area in the car, support sound source localization in six-tone area and concurrent control of multi-person and multi-screen multi-tone area. Compared with HarmonyOS 2.0/3.0, HarmonyOS OS 4.0 also realizes eyeball position tracking and eye state recognition in the cabin, and supports multi-screen multi-channel bidirectional circulation and multi-screen cross-device projection.

It is worth mentioning that the voice of HarmonyOS OS 4.0 intelligent cockpit will also be greatly upgraded, and the training results of Huawei’s big model will be used, and the voice of Xiaoyi will be more intelligent.

Before officially unveiling the new product, Yu Chengdong shared his views on the development trend of intelligent electric vehicles. Yu Chengdong believes that smart electric vehicles are strikingly similar to the era of smart phones more than a decade ago. Since the launch of the iPhone, the sales of smart phones have gradually increased, and feature phones have gradually withdrawn from the historical stage.

"Because I was in charge of Huawei’s terminal business ten years ago, I deeply felt at that time that with such fierce market competition or major changes in the industry, many giants may find it difficult to survive and many mobile phone manufacturers will disappear." Yu Chengdong said. Indeed, many giants in the field of feature phones have disappeared.

Yu Chengdong judged,Smart electric vehicles will reproduce the change from feature phones to smart phones. In time, 2025 will be a watershed in the era of smart electric vehicles.

"The great changes in today’s era remind us that if we don’t work hard, we can’t seize the opportunity of change in the era of intelligent electric networked vehicles, especially the opportunity of automation. No matter how powerful the company is today, it may disappear in the future. When the giant falls, he may still be warm. " Yu Chengdong stressed.

Yu Chengdong believes that in the era of intelligent electric vehicles, the first half of industry competition is electrification and the second half is intellectualization."Our first half is important in sports competitions, but the second half is the key to winning." In the electric vehicle industry, the hardware determines the experience in the first half, and the software determines the experience in the second half.

This paper is a comprehensive introduction to Guanwei, Shanghai Stock Exchange and Securities Times.

Risk warning and exemption clause

The market is risky and investment needs to be cautious. This paper does not constitute personal investment advice, nor does it take into account the special investment objectives, financial situation or needs of individual users. Users should consider whether any opinions, viewpoints or conclusions in this article are in line with their specific situation. Invest accordingly at your own risk.

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Betta established the first party branch in online celebrity： Where did the live broadcast go and where did the party building advance？

Betta established the first online celebrity Party branch.

Where did the live broadcast go? Where did the party building advance? Where did the fighting fish set up the first "online celebrity Party Branch" in China?

　　Among more than 500 live broadcast platforms in China, this "online celebrity Party Branch" is the first one, directly under the Betta Party Committee, and has 18 network anchors, party member. In May last year, when Betta just established the Party organization, the number of people in party member was 65. After one year’s development, the number of people in party member has increased to 178, accounting for more than 10% of the total number of employees.

　　With the implementation of the "Red Engine Project" in Wuhan, party member has become the most energetic "red cell" around the masses. According to the data provided by Ai Media Consulting, in 2017, there were nearly 400 million users of China live broadcast platform, accounting for more than 50% of the total netizens. At present, there are more than 100 million registered users of Betta.

　　Zhang Wenming, CEO of Betta Company, said that he fully supports the establishment of a Party organization in Betta, and the Party building will be promoted wherever the live broadcast goes. Gu Na, secretary of online celebrity Party Branch, a "post-90s" betta fish, said that betta fish has been striving to be an experimental field for party building in the live broadcast industry. After the establishment of "online celebrity Party Branch", it will continuously build a clean and tidy cyberspace through live broadcast.

　　The network anchor "Lan Panger" has 80,000 "fans" on the platform of fighting fish, and was approved as the organizing committee member of "online celebrity Party Branch" after active application. "Lan Panger", who participated in several live broadcasts on the theme of party building, said that he met a 69-year-old man in the live broadcast. During the rainy season last year, the community was flooded. She volunteered to join the volunteer team in party member, carrying the children whose parents were not at home barefoot and taking them home to take care of them. Many netizens have praised her.

　　"The spirit of party member in my eyes is to spread daily good deeds more widely by live broadcast." "Blue Panger" said, "A recent live party building activity about singing red songs attracted more than 1.05 million people to watch in 48 hours." In June this year, Betta began to broadcast the deeds of advanced party member on a large scale, starting from Wuhan and covering the whole country one after another.

　　Wang Pu, a professor at Huazhong University of Science and Technology who has compiled the book "30 Years of Agitation", believes that Optics Valley is the most active place in Wuhan’s non-public economy, and Betta’s exploration in party building has a strong demonstration and driving role.

　　On the 29th, a number of betta network anchors proposed to transfer the party organization relationship to the "online celebrity Party Branch".

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Huawei is deeply empowered, and the top ten black technologies get on the bus. Ask M9 to reshape the luxury and smart travel specifications.

China Economic News Network (Liu Chenxi)On December 26th, at the press conference on the whole scene of the world of inquiry M9 and Huawei in winter, the flagship of luxury technology was officially released. As the heaviest product of the year under HarmonyOS Zhixing, Wenjie M9 is equipped with Huawei’s full-stack smart car technology solution, which not only fully incorporates Huawei’s top ten smart car black technologies, but also brings many leading product highlights such as brand-new family design, ever-changing space, intelligent cockpit, intelligent driving control, intelligent driving and intelligent safety. Provide users with a continuous leading travel experience.

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Yu Chengdong, managing director of Huawei, CEO of BG, and chairman of BU, a smart car solution, said: "The M9 is a landmark product in the intelligent era. We bring all the best Huawei smart car black technologies to the car, which brings the outstanding experience of the leading generation in all aspects that users want and can’t think of, and redefines the smart car standard. It is a well-deserved flagship SUV of luxury technology!"

Brand-new family design, six seats with equal rights

In terms of appearance, the interior and exterior design of the M9 continues Huawei’s aesthetic principle of "extreme, pure and simple" and is a design model of Huawei in the era of smart travel. Wenjie M9 offers two kinds of solid car paints, namely "Mu Ye Green" and "gilded black", and three kinds of double colors, namely "Danxia Orange", "Yadan Black" and "Xinghe Blue". The interior offers three color schemes: "Wang Shu Xing", "Moon Shadow Grey" and "Red Tea Orange".

Thanks to the brand-new luxury D-class platform and the advantages of integrated die-casting body, the M9 of Wenjie made the SUV achieve a flat floor for the first time, and the third row entered and exited the farewell steps. The front row, the second row and the third row of space of the M9 are 1045mm, 1060mm and 950mm, respectively, which has the largest space performance in the same class. At the same time, the passenger space in the cockpit reaches the largest 2725mm in the same class, and the occupancy rate is higher. It also supports the changeable seating modes of 3, 4, 5 and 6 seats. The sense of vision, space and flexibility are comparable to those of mainstream MPV models, which can easily meet the needs of users for full-scene travel.

The M9 adopts six seats with equal weight, and the front, middle and rear seats are uniformly configured, and all the independent charging ports, cup holders, mobile phone slots and HUAWEI MagLink sockets are boarded. Even the third row of seats are equipped with heating function, which is both practical and entertaining.

Leading intelligent cockpit, advanced intelligent interaction.

Wenjie M9 is equipped with the new HarmonyOS 4 and the new HUAWEI SOUND Excellence Series, and the whole car is equipped with 10 screens. At the same time, Xiaoyi is equipped with the AI ? ? big model for the first time, creating more full-scene possibilities for users.

three

The M9 car can be equipped with up to 10 screens, which can meet the needs of users for driving, entertainment and work at any time. Among them, the industry’s first car-level projection system is on the bus, and with the 32-inch lifting projection curtain, it perfectly reproduces the cinema-level viewing experience.

The new HUAWEI SOUND Excellence Series has flagship hardware configuration, equipped with 25 units of professional audio, and the power amplifier output reaches 2080W W. The ring scatterer integrates light and shadow aesthetics, acoustic technology and AI wisdom, which makes the audio-visual effect more shocking. At the same time, the flagship hardware is matched with Huawei’s leading technology and algorithm, which brings many unique functions in the industry, such as extrasensory spatial sound, smart sound field, privacy sound shield, smart dessert, etc., so that the sound can be heard from now on.

Xiaoyi, the on-board intelligent assistant, was further upgraded and optimized, becoming the "super brain" of M9. At the same time, Xiaoyi also has unimaginable voice interaction ability. The six seats in the whole car are free from waking up. Xiaoyi can not only identify the identity of each passenger, but also know where they are sitting, accurately respond and provide personalized service.

Leading intelligent driving control, intelligent driving without limit.

Wenjie M9 is equipped with the leading generation of Turing intelligent chassis, with front double wishbone and rear multi-link independent suspension. The whole system comes standard with intelligent closed air suspension and CDC variable damping shock absorber, and the height of the car body is intelligently adjusted in 5 steps, giving consideration to comfort and handling. Based on the digital platform of HUAWEI iDVP smart car, through the multi-modal fusion sensing system, HUAWEI DATS dynamic adaptive torque system and HUAWEI xMotion intelligent body collaborative control system, the mechanical quality is brought to the extreme with AI and software capabilities, bringing a better driving, safe and comfortable experience.

four

In terms of power, pure electric vehicles have the highest speed motor mass-produced in 22000rpm industry, and the acceleration time of 0-100km/h is only 4.3 seconds, which is comparable to super-running; Ultra-low power consumption is only 17.4kWh/100km, which brings users an excellent performance experience of four-wheel drive power and two-wheel drive energy consumption. The extended-range vehicle is equipped with pure electric drive extended-range platform 4.0, which has an industry-leading compression ratio of 15:1. With the intelligent extended-range system, the comprehensive battery life of CLTC is as high as 1,362 km (42-degree battery)/1,402 km (52-degree battery), and the pure electric battery life reaches 225km(42-degree battery) /275km(52-degree battery).

Ask the M9 to launch HUAWEI ARHUD head-up display system, HUAWEI XPIXEL intelligent projection headlights and other industry-leading Huawei intelligent vehicle lighting technologies. HUAWEI ARHUD deeply integrates the real scene with intelligent driving, and the wide light carpet makes it safer for users to drive and meet in narrow roads, and jointly helps intelligent driving to enter the light age.

five

Wenjie M9 upgraded HUAWEI ADS 2.0 advanced intelligent driving system in an all-round way, equipped with a newly designed 192-line laser radar, which has more powerful accurate detection and quick response capabilities. Wenjie M9 has the leading parking ability, which can be parked immediately when it is visible, supports self-defined parking spaces and back-tracking, and also brings innovative parking driving function, so that there is no anxiety in parking carts.

Leading hard nuclear safety, safety is the greatest luxury.

Safety is the greatest luxury. In terms of passive safety, the ultra-strong Xuanwu car body adopts extremely strict design standards, and the aluminum alloy volume of the car body accounts for 80%. A total of 12 parts of the car are made of 2000MPa nuclear submarine-grade thermoformed steel, which cooperates with high-grade batteries, cockpits and privacy protection to escort users every time they travel.

seven

Based on the powerful capability of HUAWEI ADS 2.0, the forward AEB capability of M9 is further improved, and the forward stationary vehicle AEB can actively stop at a maximum speed of 120km/h, covering both human driving and intelligent driving scenarios. Lateral support for 40-120km/h active obstacle avoidance, backward support for 1-12km/h active braking, greatly reducing the accident probability. In addition, the M9 is also equipped with ESA emergency steering assist system for the first time, which can automatically control the steering assist driver to avoid collision when there is a collision risk between the vehicle and the target in front, thus bringing safer intelligent risk avoidance capability to users.

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Yu Chengdong： The blind subscription of the M9 has exceeded 30,000 units, and the new M7 series has reached 86,000 units.

On November 9th, Huawei Yu Chengdong revealed that there were more than 30,000 blind orders for M9 in the smart travel solution release and the new product pre-sale conference of Zhijie S7.

IT House noticed that although the number of posters given at the scene was 25,000, Yu Chengdong emphasized that more than 30,000 M9 were blindly ordered. In addition, Yu Chengdong also said that the cumulative delivery of the M5 series in the sector exceeded 120,000 vehicles, and new rights and interests of surprises were introduced simultaneously. The new M7 series has been on the market for only 50 days, with a cumulative total of 86,000.

Yu Chengdong: The blind subscription of the M9 has exceeded 30,000 units, and the new M7 series has reached 86,000 units.

Yu Chengdong introduced that Huawei has helped its partners to achieve commercial success and win-win in the era of smart electric vehicles through three cooperation modes: parts supply mode, solution mode and Huawei smart car selection. It is worth mentioning that Yu Chengdong said that Huawei’s intelligent car selection model has been upgraded to "Zhixing".

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From Specialization to Professionalization, Can Network Anchor Become ＂Line 361＂

　　From disorder to norm

　　China’s webcasting emerged in 2005, and it developed by spurt in 2016. By 2018, the scale of China’s live broadcast industry has exceeded 456 million people, that is, more than half of China netizens have played live broadcast. According to the data of "White Paper on Full-platform Live Broadcasting Industry of Xiaohulu in 2018", the number of new anchors on the whole platform was 1.45 million in 2017, and this number rose to 2.17 million in 2018.

　　The huge market scale has led to mixed anchor groups. In order to attract attention, some anchors do everything they can, from "eel incident" to "live mother taking a bath" to "live drug taking" and "live jumping off a building", the outrageous live broadcast behavior has repeatedly broken the moral and legal bottom line. This shows that live webcasting activities and the behavior of network anchors need to be standardized. To this end, in 2018, the National Office for Combating Pornography, the Ministry of Industry and Information Technology, the Ministry of Public Security and other departments jointly issued the Notice on Strengthening the Management of Webcast Services to strengthen the basic management of the Webcast industry.

　　Under strict control, extreme live broadcast behaviors such as "eel incident" have been greatly reduced, but violations such as "smoking in live broadcast" and "swearing in live broadcast" still occur from time to time. Some of these behaviors are deliberately playing "edge ball", and some are "unintentional actions" caused by the anchor’s lack of understanding of relevant norms.

　　Song Leyong, deputy general manager of Guangming. com, said that since the beginning of 2018, Guangming. com, with the support of the Central Network Information Office, has built a network anchor blacklist database sharing system. Up to now, more than 2,100 anchors have entered this blacklist. "Some are deliberately involved in pornography and drugs driven by interests, but most people who enter the blacklist are ignorant. For example, some people smoke in the live broadcast, and some people swear in the live broadcast. The behavior seems to be indifferent, but once it is blacked out, they will be unable to move on the Internet, and it is difficult to open an online store. "

　　Therefore, it is necessary to educate and train network anchors from the perspective of maintaining the clean cyberspace and the long-term interests of network anchors.

　　In November, 2018, the Network Performance (Live Broadcasting) Branch of China Performance Association held a network performance (live broadcasting) industry training course in Shanghai, which involved the interpretation of policies and regulations, the explanation of law enforcement cases, the special training of anchor literacy, the image and etiquette of live broadcasting, etc. However, the scale was small, and most of the participants were the content audit leaders of the live broadcasting platform and some head anchors.

　　The anchor training that Cool Dog started this time is large in scale, and all anchors on the platform can sign up to participate, and the other is to normalize the training. Huang Xuanting, head of Cool Dog Live Academy, introduced that Cool Dog Live Academy was launched in May 2018. At present, it has developed more than 140 online courses, 30% of which are policies, laws and regulations. The purpose is to teach anchors how to make their live broadcast behavior legal and legal. The effect of the training is obvious. "The anchor who participated in the training has a 67% decrease in behavior violation rate".

　　From Yan value to value

　　Hong Gege, who graduated from the School of Music of Southwest University, used to be a music teacher. Although she has a good musical literacy, she is also very nervous when she first entered the live broadcast industry. She doesn’t know how to face the camera and won’t interact with fans. When she first started the live broadcast, she was "so nervous that her hands would shake".

　　Many new anchors will "learn from the teacher", that is, learn from the old anchor "how to attract fans, how to get more rewards and gifts", etc. It is basically impossible to learn more. Most anchors live in the rivers and lakes and die. As Xie Huan said, there is a strange circle in the live broadcast industry. No matter how popular the anchor is, the popularity cycle is basically 3 to 5 years.

　　Fans’ attention to the anchor is mostly a fresh picture. Once the freshness is over, it is likely to "turn around". The main reason is that everyone can broadcast live with a smart phone, and the content of the live broadcast lacks professionalism, and it has been spinning at the same level for a long time. Many talent anchors have no masterpieces, and fans are prone to aesthetic fatigue. Hong Gege sighed to the reporter, "The professional bottleneck of the anchor is that fans are mobile, and you must constantly improve your talents and live broadcast skills to make fans stable."

　　To improve the professional level of anchors, education and training is an unavoidable process. Cool dog’s training for music anchors is to make efforts in specialization and improve the professionalism of anchors. Huang Xuanting introduced that Cool Dog Live Academy, in conjunction with industry associations and several universities, has developed more than 140 courses for anchors to choose from, 70% of which are professional courses, ranging from basic vocal skills to the use of musical instruments to the explanation of music theory, including video courses and live courses, as well as one-to-one and one-to-many small class training. Each course has different points according to the degree of difficulty. When a certain point is accumulated, the anchor can apply for the exam. After passing the exam, the anchor entered a two-month internship period. During the internship, there are also assessments, including system rating and user rating. When the live content reaches a certain standard and there is "zero violation", it can be officially "graduated" and certified and promoted by the platform.

　　In order to improve the professional level of training, Cool Dog Live Academy hired senior industry experts to offer customized teaching. For example, a vocal music professor from the Berkeley Conservatory of Music in the United States sits in the Cool Dog Live Academy and teaches from singing skills, expression management, emotional expression and other aspects. Lan Tianyang, the vocal consultant of Singer, set up a "Good Voice Training Camp" in Cool Dog Live Academy, trying to solve the problems encountered by the anchor in singing, so as to make the voice by going up one flight of stairs. Hong Gege, who participated in the training, felt that she had gained a lot. With learning how to turn her music skills into a show performance, she completed a gorgeous turn from a music teacher to an anchor in online celebrity, and hoped to write her own songs and be original in the future, so as to go further on the road of specialization.

　　Gao Wenjun, an assistant researcher at the Institute of Sociology, Chinese Academy of Social Sciences, believes that when the platform creates a learning and upgrading space for anchors from the perspective of development, it can not only cultivate more excellent anchors, but also produce better content to attract viewers. In the long run, it can also promote the overall development of the live broadcast industry.

　　From specialization to professionalization

　　It is a very realistic question whether network anchors can stand on a higher stage without the live broadcast room. For the anchor, it means whether it can break through the professional bottleneck and open up a new world.

　　Many network anchors are also trying to develop offline, in order to advance from online celebrity to performing stars. However, after leaving the live broadcast room, it is inevitable that they will not adapt to the professional stage. There was once a online celebrity music anchor with millions of fans who participated in a music program. He stood on the stage and was asked a question related to the basic knowledge of music theory by his tutor, so he was stumped and stopped.

　　From the perspective of the overall environment, the scale of the webcast industry is growing steadily, and the development of the industry is also returning to rationality. It is difficult to have a foothold in the practice of spelling out the value, showing the lower limit and playing the legal edge ball. Behavior not violating the rules is only the foundation. In order to gain long-term vitality, there must be quality content. Therefore, in addition to standardization and specialization, it seems inevitable to promote the professionalization of network anchors, because only professionalism can improve the quality of live broadcast content.

　　Whether network anchor can become a profession has been debated in the industry for years. Pan Yan, secretary general of China Performance Industry Association, said that live broadcast is a tool, and not everyone can become an anchor by using live broadcast. Only when a professional network anchor group appears can it become a new profession. In the future, China Performance Industry Association will provide ability certification services for anchors in need, and at the same time establish a vocational education standard system that can be applied to all platforms.

　　The reality is ahead of the professional identification of network anchors. At present, a number of professional network anchors have appeared on major live broadcast platforms, and many of them have set up teams and developed from online to offline. For example, on the Aauto Quicker live broadcast platform, the Yiren team, represented by online celebrity’s "Boss Sha", gathered a group of network anchors, specializing in shooting funny short videos on rural themes, which gained high popularity and was invited to participate in the filming of the film "Genius Partner". Most of these network anchors are still engaged in other jobs, and webcasting can only be regarded as a part-time job. Only some head anchors put all their energy into the live broadcast and regard the anchor as a profession.

　　This shows that the professionalization of network anchors has a long way to go. Promoting the standardization, specialization and professionalization of network anchors is difficult to achieve only by one or two platforms, but requires the joint efforts of platforms, associations and industry authorities. Huang Xuanting called on more live broadcast platforms to join the training of anchors, empower the industry incubation through talent education and training, and turn the network anchor into the "361st line" that can be the number one scholar at an early date.

　　 (Reporter Han Yeting)

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＂Star Live＂ is underage

Text | Xia Xiaoyu

Edit | Zhang Youfa

Angelabay, an artist, entered the live studio in Tik Tok with the stunt of the first show of live broadcast with goods.

This is 8: 00 pm on July 18th. After that, everything is done step by step according to the rules of bringing goods. When recommending lipstick, she daubs the color test with her arm and writes down the color number. When recommending weighing scale, weigh yourself on the spot; Invite Jing Bo Ran and Bao Wenjing, star friends, to reward each other interactively.

But after the live broadcast, the media are more willing to discuss her less eye-catching data. According to the data monitoring of flying melon, the total sales of this Tik Tok live broadcast "First Show" is about 12,149,400 yuan, which is lower than that of the head e-commerce anchor.

Angelabay live screenshot

If the Internet can remember, everyone will remember that in 2016, Angelababy and 50 online celebrity broadcasted live simultaneously, and sold 10,000 lipsticks in two hours, which turned into more than 1.4 million yuan. In the "Thousand Broadcasting Wars" dominated by shows and games, this live broadcast once triggered the discussion of "live broadcast+e-commerce".

Behind Angelababy’s experience is the change of star live broadcast.

In the embryonic stage of live broadcast, stars were important participants, but when live broadcast e-commerce really became an industry, Viya, Li Jiaqi and Simba were sitting in the live broadcast room. Last year, when the live e-commerce was in full swing, the stars once again poured into the live broadcast room, but the controversy continued.

In this year’s epidemic and multi-platform e-commerce competition, the status of stars in live broadcast has become more important, but what the public is keen to discuss is rollover.

according toPoisonous eyes (WeChat ID: domoredumou)According to incomplete statistics, in 2020, there have been 16 "rollover" accidents in the live broadcast rooms of celebrities, and stars such as Xiao Shenyang, Ye Yixi, Jordan chan and Ceng Zhiwei all overturned their cars. It involves problems such as "low quantity of goods", "fictitious price" and "shoddy".

In the cry of many brands and consumers, the perception of star live broadcast by the industry and ordinary users is gradually biased towards "negative". Some merchants once complained in an interview with 21Tech: "It is simply a fraud to ask the stars to broadcast live now."

After summing up the achievements of stars bringing goods in 2020, poison eyes think that,Most stars can’t carry goods, but they still need stars in the live broadcast room.

Stars are naturally close to brands. In the past, commodities promoted the audience of TV programs to become their own consumers through advertisements, and the stars who spoke for brands were an important bridge connecting commodities and users. After the rise of live e-commerce, the original advertising and endorsement logic faced adjustment, and the relationship between stars, brands and users was also reconstructed in the live broadcast room in 2020.

However, the core of live e-commerce is e-commerce, and the value of stars also needs to be understood according to the rules of e-commerce.

Xiaofeng, the person in charge of the live broadcast of a well-known domestic shoe and clothing brand, told Poison Eye that they would divide the stars into traffic type and goods type. When they need to rush sales, they never trust the gimmick of "a star’s live broadcast debut", but will analyze multiple data and choose the stars who can really bring goods to cooperate.

Looking back at the live broadcast of stars in 2020, these questions are still valuable: what kind of stars can bring goods? What is the relationship between stars and brands in the live broadcast room? If there is more value in the star, how can the live broadcast make use of this influence?

foam

Even with all kinds of beautiful expectations, most stars with aura will quickly become mortal when they enter the live broadcast room.

In August this year, actor Ng Man Tat made his live broadcast debut in Aauto Quicker. Some merchants told the media that they had paid 150,000 yuan for the parking space, but less than 10 orders were sold.

In November, actor Jordan chan sold 9.9 yuan gold bars, and consumers reported receiving plastic pieces; According to the report of "Commercial Street Detective", in the same month, singer Yang Kun brought 1.22 million goods. After the cancellation, the actual sales were only 40,000. The merchant said that the worst thing was that he had put a pile of goods on himself.

Generally, the star anchor has not been able to avoid the problems that online celebrity anchor may encounter when bringing goods;On the contrary, because it is a star anchor, the artillery fire of public opinion supervision will be more fierce.. Nowadays, in the comment area of Aauto Quicker account in Ng Man Tat, some netizens wrote this comment: "Uncle Da, I heard that you only sold 6 bags of rice?"

Although it has been in this field for more than a year, there are very few star anchors with strong cargo power.

In the TOP50 anchor list of the whole network sales in November released by Fat Ball Data, only one star, Michael Chen, ranked 41st; In the October list, only three star anchors, Zhang Ting (27), Lin Yilun (32) and Ji Jie (49), were on the list.

Live broadcast with goods is a brand-new job for stars. Without the protection of the agent, the stars and fans in the live broadcast room lack buffer. The relationship between stars and fans is not communication. Under the mode of selling goods, the relationship between them becomes more complicated.

In April this year, Li XiaoLu made its first live show with goods. According to the statistics of small gourd, the single sales reached 47.915 million, but in the live broadcast, almost the whole process was introduced by the helper, and Li XiaoLu didn’t know about the product. Coupled with previous negative personal emotional events, Li XiaoLu suffered a lot of bad comments, and did not conduct a second live broadcast, ending his short live broadcast career.

Li XiaoLu said that the live broadcast is for life.

Even if the objective conditions allow the stars to continue to bring goods, some stars themselves will temporarily create accidents. In the live broadcast on August 21st, Zheng Shuang didn’t cooperate with the helper, and even collapsed on the spot, bluntly saying that "whether the performance is good or not has nothing to do with me", driving away two partners, and one person stuttered about the remaining products. The next day, the topic # Zheng Shuang Emotion # boarded a hot search in Weibo.

Compared with the e-commerce anchor, the star itself is busy and can’t bring goods full-time..

E-commerce anchor itself is a profession that needs long-term investment. The live broadcast at the front desk and the selection and rehearsal of backstage goods need a lot of time and energy. Head anchors such as Li Jiaqi and Viya all work with goods as the center.

In the most critical goods, the identity of stars is not enough for them to influence consumption decisions in the short term. When discussing star live broadcast, Zou Zhendong, a professor at Xiamen University, divided opinion leaders into three types according to the effect of public opinion war: attention opinion leaders, influence opinion leaders and appeal opinion leaders. The focus of its role is to arouse attention, influence identity and change action respectively.

In his view, successfully guiding consumers to buy products belongs to the category of "appeal", which is much heavier than "attention". butMost stars belong to attention opinion leaders, not influence opinion leaders and appeal opinion leaders, which is the deep reason why they can’t carry goods..

Li Jiaqi’s ability to bring goods is inseparable from the trust accumulated by long-term live broadcast.

Live selling has always emphasized the compression of prices, which attracts most users to pay more attention to the practicality and cost performance of products. If the stars don’t have hard-core and cost-effective products, the number of viewers in the live broadcast room will not be transformed into potential or actual consumers.

Whether a mink coat sold in Li Xiang is not sold or a tea set sold in Ye Yixi is 2000 yuan, it proves that the underlying logic of live broadcast with goods is "goods with people", not "people with goods".

But there is still room for discussion on this view. In addition to the dimension of "carrying goods", stars are naturally close to the brand and can also bring value enhancement to the brand.

Founded in May 2020, the e-commerce live broadcast MCN Galaxy Zhongxing focuses on star live broadcast. Zhuang Zhu, co-founder and vice president of the company, told Poison Eye.Stars with their own traffic can help brands achieve the result of "product efficiency and sales".

According to the owner, brands used to need artists to speak for them, and star live broadcast can give brands some more direct and flexible ways, such as the use of portraits and live sliced short videos, which is equivalent to’ light endorsement’: "It can bring both traffic and sales."

Image source: vision china

The platform has not given up the star live broadcast business.

At the end of November, the huge star map opened the star business. The cooperation methods include live broadcast with goods, live broadcast with goods, and short video with a price. At present, more than 50 stars have settled in. In the same month, on November 23rd, Cao Ying held a special jewelry delivery, which won the first place with sales of 18.1333 million yuan.

Live broadcast by needed stars

In the early development of live e-commerce, the anchors with goods were mainly shopping guides, naughty girls, merchants and short video online celebrity. July 2019 is an important time node. Taobao began to promote the "Star Project", and more and more stars entered the live broadcast room.

What the platform looks at is the traffic of star live broadcast and the spread of endorsement effect.

Xuande, general manager of Taobao Content E-commerce Division, once said that in the past, many stars showed their ability to bring goods by endorsement, but through the "Star Start Program", small and medium-sized businesses and brands can also cooperate with stars to broadcast live with low thresholds to attract new customers and expand their influence.

On April 1st, 2020, Luo Yonghao launched its first live show with goods in Tik Tok, with a total flow of 110 million and a total audience of 48 million, which became a nodal event.When Tik Tok launched live broadcast with goods, it became a very important means of drainage when it quickly created news events and attracted the audience of merchants and users..

Tik Tok also brings its own star genes. As of June this year, more than 2,000 stars have settled in Tik Tok. When live broadcast of goods becomes a trend, Tik Tok naturally becomes the main battlefield for stars to bring goods. In May, Michael Chen opened the first show of live broadcast in Tik Tok, with sales exceeding 80 million; In the first half of the year, more than 20 stars brought goods live in Tik Tok, and 65% of them were actors.

Under the background of multi-platform competition of live broadcast e-commerce, star live broadcast also shows the trend of multi-platform distribution.

During the period of 618, 300 stars brought goods in Taobao; In June, Aauto Quicker officially announced Yuqi Zhang as an e-commerce spokesperson, and in August, he invited Zheng Shuang to make a live show with goods. Stars like Wong Cho Lam will try on Taobao and Tik Tok platforms when they enter the game.

The star’s battlefield with cargo owners is still concentrated in Tik Tok. According to the statistics of small gourd, in the last 90 days,Among the TOP20 star anchors with average sales, 13 stars broadcast live in Tik Tok, 4 from Taobao and 3 from Aauto Quicker.

But this pattern is not constant, and more MCN are trying multi-platform layout. Master Zhuang told Poison Eyes that Galaxy Stars are also accelerating the layout of other platforms such as Tik Tok to create a full-matrix live broadcast ecology.

From the star’s point of view, it is also the general trend to strive to be a "worker" in the live broadcast room.

In the first half of 2020, the crew stopped working, the variety show was postponed, and many stars and actors were unemployed. At this time, entering the live broadcast with goods provides not only job opportunities for the stars, but also rich commissions and reward fees.

Compared with filming film and television dramas, live delivery is a cost-effective job.

The source of income of star anchors is generally "pit fees+sales commission", with pit fees ranging from tens of thousands to hundreds of thousands of yuan and commission ratio ranging from 15% to 30%. Take Mabel Yuan’s first live show in Tik Tok on June 19th as an example. According to the statistics of Cicada’s mother, the sales per show is 31.249 million. If the pit fee is not calculated, the commission will exceed 6 million if the proportion is 20%.

Screenshot of Mabel Yuan live broadcast

The high reward comes from the strong live broadcast demand of the brand..

This year’s epidemic has brought about a rapid increase in online marketing scenarios. Many brands and businesses want to find increments from live e-commerce and hope to reach cooperation with stars. According to the survey data of the second hand, in 2020, over 50% of brand advertisers said that live broadcast would be the marketing focus.

Adaptation rule

In the arena of live broadcast with goods, stars can’t change the rules, they can only adapt to them.

To become the "Li Jiaqi" and "Viya" in the star anchor, we must first ensure a stable and continuous live broadcast frequency. There is a saying in the live broadcast industry that a live broadcast is not important at all. What matters is how the 100th live broadcast is. But at present, only a few stars can broadcast live for a long time.

Source: vision china

The owner of the villa told Poison Eye that many stars cooperated with the Galaxy stars this year. "We will pay attention to whether artists have suffered and whether they are willing to take live broadcast as a career. We will ask clearly. If you tell me that you are coming to see it, I heard that live broadcast is very hot. If you give it a try, we will definitely not want it. I will communicate with artists first and need to consider it clearly. "

Tamia Liu is one of the "Kung Fu anchors" promoted by Taobao, and her personal brand has established a deep connection with the sub-brands created by Juhua. CBNData Consumer Station counted the keyword cloud in Tamia Liu live broadcast room, and the two words of Tamia Liu live broadcast and tens of billions subsidy were mentioned most frequently.

Even so, Tamia Liu has to turn around in the live broadcast and filming. In the past month, she only conducted a live broadcast because of her busy filming.

At present, the stars who still choose to stay in the live broadcast room and develop the e-commerce anchor into a long-term career are mostly middle-aged artists, with few plays or have already left the entertainment circle.

According to the statistics of Xiao Hulu, in June, the sales of a live broadcast in Zhang Ting reached 256 million, which is the first in the single live broadcast of stars. But in a strict sense, Zhang Ting has been far away from the star circle. In public, he is the founder of Wechat business brand TST. Such stars are more like "businessmen", belong to business anchors and turn themselves into salespeople.

Michael Chen and Lin Yilun also belong to the category of "businessmen". Michael Chen, an actor, not only participated in variety shows, made short videos and broadcast live, but also set up his own street brand and opened a hot pot restaurant. Singer Lin Yilun founded his own hot sauce brand "Fanye" in 2014 and received 83 million yuan in financing in 2016.

Lin Yilun (Source: vision china)

High-quality content output is also an important source of attraction in the live broadcast room.

Galaxy Stars created a live broadcast room for Wang Han to set out for a better life, positioning itself as "recommending high-quality domestic products". Master Zhuang told Poison Eye that Wang Han has advantages over other anchors, such as rich life experience, cultural connotation and intimacy. Wang Han can quickly understand the history and culture of many brands because of the contact with many brands, the accumulation of experience in agricultural and public welfare projects, and the study of the industry.

The owner said that he was deeply impressed by one of the live broadcasts: "I have a deep memory. When talking about a silk quilt, he will talk about how the silk came and how the silkworm mother collected it. When I mention the hardships of these traditional craftsmen, I will choke.This kind of empathy can only be achieved by people who have an understanding of life.. "

Stars with a strong sense of variety can bring the atmosphere of the live broadcast room and make users shop more happily. On September 24th, the night after the final of Talk Show 3 was broadcast, Li Birthday’s partners Luo Yonghao and Huang He made their first live show with goods in Tik Tok, telling jokes and bringing goods. According to official statistics, the payment amount exceeded 24 million.

Li Dan, Luo Yonghao and Huang He broadcast live together.

Supply chain capability is the key factor affecting the results of live broadcast. The brand coverage, product quality and new ability of live e-commerce need the support of supply chain team. Behind Li Jiaqi, there is a product selection team of more than 100 people in MCN Beauty Watch, which controls the category, value and price of every product that enters the live broadcast room.

The star anchors who can really bring the goods, without exception, choose the signing head MCN, such as Qianxun, Galaxy Stars, Yuanwang and other institutions.

According to Billion Power Network, MCN Qianxun, behind Viya, has built a large-scale supply chain base, which can accommodate thousands of brands and tens of thousands of SKUs. Lin Yilun and Li Jing, who have achieved good results in bringing goods, are among the stars who are modest in signing contracts.

Companies like Galaxy Zhongxing are also making efforts in the supply chain.

The company’s product selection team consists of four groups of people. First, buyers and purchasers with more than 5 years experience in each commodity category conduct research and investigation on the supply chain of goods; Second, the quality inspectors recruited from the quality inspection bureaus of various provinces and cities control the quality of the products themselves; Third, in the special category of beauty cosmetics, almost all masters or even doctors are recruited to control the quality of beauty products; Fourth, analysts with data analysis positions should ensure that the goods are needed and loved by consumers.

"Relatively speaking, the operating cost may be higher. Our initial intention is to do a good job of IP for every artist, use IP attributes to empower brands and bring better choices to consumers, so we don’t care about the cost. After all, it is a long-term career." Master Zhuang told Poisonous Eyes.

　Wang Han Live Room "Starting for the Beautiful"

The promotion and marketing of goods still need stars, but star fans are not equal to consumers, and the logic of relying on fan economy to bring goods will not work. Fang Jian, president of Yuanwang, who has signed stars such as David Wang and Wong Cho Lam, said in an interview that the stars who want to sign Yuanwang need to put down their star figure, learn the knowledge of live broadcast with goods, and cooperate with Yuanwang’s operation strategy. The signing time should be at least one year.

The shunting is continued in 2021.

As a sought-after attention resource, stars have the potential to become attractive anchors with goods. In 2021, this resource needs to be further optimized according to the rules of live e-commerce.

First of all, brands need to think about whether the effect of star live broadcast is drainage or goods.

Xiaofeng told Poisonous Eyes that they would divide star anchors into traffic type and cargo type. The former helps the brand to do new publicity and preheating, bringing a series of products, such as inviting Adam to broadcast live and recommending new shoes; The latter will bring the transformation effect of actual sales. As a result of her observation, Lin Yilun, Ji Jie, Tamia Liu, Wong Cho Lam and others belong to this category at present.

The star needs to determine the positioning in the live broadcast room, whether it is the anchor or the help broadcast.For amateur anchors, cooperation with stars can bring attention; For stars, helping to broadcast can reduce the "rollover" caused by not knowing the goods.

For example, David Wang is both a performer and a performer, so it is a good choice to liven up the atmosphere in the live broadcast room, and the product details are handed over to the professional anchor. In fact, David Wang has become a "helper".

Screenshot of David Wang live broadcast

Next year, more and more stars who are unwilling to act as "salesmen" and are not professional enough at the commodity end will have their own comfort zone-to help broadcast.

In the selection of products, stars may change from "bringing everything" to "exploring the advantages of vertical categories", which is also a return to the law of bringing goods.

After deep cultivation, the e-commerce anchor in the head is expanding the category. According to DT’s financial statistics, on the first day of pre-sale in double 11 this year, the number of products in Li Jiaqi’s live broadcast room increased to hundreds, which still mainly consisted of beauty cosmetics, but also included some household products, bags and household appliances.　

The star anchor gradually explored the suitable category.. Xiaofeng told the poisonous eyes, "The live broadcast of Lin Yilun is more and more perpendicular to the food; Jing Tian is more suitable for bringing beauty products, and other categories are basically unable to bring goods; Tamia Liu belongs to all categories, but relatively speaking, home products have better delivery effect than shoes and clothing products. "

With the entry of many platforms, the fading of star enthusiasm and the appearance of star live MCN, the live broadcast of star e-commerce will become professional.

According to a report by KPMG, in the first half of 2020, there were more than 10 million live e-commerce nationwide, and the number of active anchors had exceeded 400,000. Among the TOP20 star anchors counted by Xiaohulu, many stars showed abnormal live broadcast reminders, and Li Dan, Ceng Zhiwei, Wong Cho Lam, etc. all showed that the audience retention rate was less than 15% in the five-minute live broadcast room.

Source: small gourd

In the Red Sea competition, MCN, the agent of star live broadcast business, needs to make different plans according to the characteristics of each star.

For example, Galactic Stars once customized a 24-hour uninterrupted live broadcast called "The Fifth Space Module" for Hu Bing. At home, Hu Bing reminisced with his star friends, ate, and showed his taste in clothes and life.

The owner told Poison Eye that the first live broadcast was effective, and such live broadcast will continue. The founding team has participated in the production and planning of variety shows such as "Chinese Restaurant" and "Mars Creation Bureau", and will pay more attention to content creativity when setting up live broadcast plans for stars.

From the macro environment, after the tightening of supervision, the industry may usher in a new round of reshuffle.

Recently, the competent authorities began to strengthen supervision over the live broadcast industry. On December 23rd, the Guangzhou market supervision department announced the handling of the event of "Simba live broadcast of ready-to-eat bird’s nest with goods", and Guangzhou Heyi E-commerce Co., Ltd., a subsidiary of Simba, was ordered to stop the illegal act and was fined 900,000 yuan.

Aauto Quicker also announced the punishment information, and closed the account of "Shida Beauty" for 60 days, closed the personal account of Xin Youzhi, the head of Heyi Company, for 60 days, and closed the accounts of 27 anchors such as Cat Sister and Chu Ruixue for 15 days.

After more than half a year of disorderly and crazy national influx and competition, live broadcast with goods deserves to be viewed and discussed more soberly, while star live broadcast, like other anchors with goods, is in such an increasingly standardized e-commerce environment, and should follow the rules of e-commerce industry and gradually move towards the "adult" stage.

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Some live broadcasts have hidden ＂emotional traps＂. Are you really the anchor ＂family＂？

　　Our reporter Zhang Ni Our intern Liu Zhenxuan Workers’ Daily (August 9, 2022, 04 edition)

　　Reading tips

　　It has gradually become a living habit for consumers to buy goods in live webcasts. For the benefit, some anchors played emotional cards and used words and deductive routines to get fans to place orders. Many consumers spent a lot of money on this. Some experts pointed out that the chaos of live broadcast with goods needs to be rectified urgently. At the same time, consumers should also place orders rationally.

　　In the live broadcast room of a million fans in Aauto Quicker, the reporter saw such a "passionate scene" — — Accompanied by dynamic music and psychedelic lighting, the anchor affectionately shouted to the audience: "Family, everyone in this selection team stopped me from putting it on the shelves. Every time we sell more orders, we lose more money, but it is our long-cherished wish to send benefits to fans’ families. Come, link! "

　　In the online world, there are many people who fall into the "emotional trap" out of their trust in the anchor. In this case, the products they buy are not necessarily what they really need, and the quality and after-sales problems of the products are not uncommon.

　　"Family" caught in the emotional whirlpool

　　Lao Li, a 46-year-old company employee, sometimes watches the live broadcast of an anchor with 7 million fans in Tik Tok at night, and the online audience in her studio is close to one million at the most.

　　According to Lao Li, the live broadcast content of this anchor is very rich. Watching her play PK with others makes her passionate and keeps praising her. "One night when I was playing PK with a female anchor, I ordered a tea in her live room. She said that this is to fight for the dignity of herself and her family in the live broadcast room. She asked us not to brush gifts, but only to support the products of e-commerce. " Lao Li said that he was particularly excited at that time and felt that she was too difficult. He must support her. The price of tea was not expensive, but after receiving tea, he found that it was all tea stalks and could not be drunk at all.

　　When the reporter opened Lao Li’s Tik Tok purchase record and wanted to check the user’s feedback of the product, the product page display was invalid.

　　"In fact, there are many such situations. Many people in our fan base will feedback the quality problems in the group after receiving the goods, but no one cares about us at all, so I will never watch her live again." Lao Li said.

　　Because fans like to watch each other’s PK, in order to maintain the traffic data and live broadcast benefits, some anchors will choose to "play scripts" to create topics to bring goods, birthdays, engagements, and even a word and a dress will become their hype gimmicks.

　　In addition to PK anchor’s "family-style" emotional marketing, the reporter also found that most live broadcast rooms with goods will use music, words and help broadcast to incite emotions. Some anchors will tell the audience that this is a unique "mechanism", and there is not much stock left, so they must place an order immediately, thus giving the audience a psychological "sense of crisis" in purchasing.

　　"Big brands give some anchors ‘ Mechanism ’ It doesn’t mean ‘ dedicated to one anchor and given to all anchors. Mechanism ’ All the same, consumers must be able to identify the anchor’s words and don’t be led by the nose. " A practitioner in the e-commerce industry said.

　　When watching the live broadcast, the reporter found that when some anchors are selling products, after all the products are explained in a circular way, the products that were previously sold out will appear in the shopping cart again, and then the blogger will tell the fans again that this is the last inventory, so they must place an order immediately. After this process is repeated several times, the products will either be sold out or continue to be sold in the form of pre-sale.

　　The above-mentioned insiders said that because the live broadcast with goods lasts for several hours and the content is relatively simple, most consumers quit the live broadcast room after buying it and will not watch it for a long time. This has kept many consumers in the dark and it is difficult to find the routine.

　　Don’t let bad money drive out good money.

　　Yang Siyu is an anchor with 100,000 fans in Tik Tok, and an entrepreneur who runs skin care companies and brands. Fans call him "Grass".

　　"Take the beauty live broadcast as an example. After we send the products to the anchor, the responsible anchor will communicate with us about the experience, product formula mechanism, product packaging materials and other details, and will pass the heavy assessment before going to the live broadcast room. We will also communicate customer feedback with the anchor and adjust our products and cooperation plans. However, some anchors will skip these links and directly choose some OEM products with their own traffic and high commission. " Yang Siyu said. The essence of live broadcast with goods is still a form of shopping, and its flow logic should be a two-way consideration of "high-quality anchor+high-quality products", and should not be a dramatic emotional mobilization. From anchor selection to user ordering, we should adhere to the rationality of shopping around.

　　"I hope that in the future, the live broadcast platform can support more high-quality e-commerce experts, and more people in the industry can dare to speak out, so as not to let bad money drive out good money." Yang Siyu said that in order to quickly realize the realization of cash, after the account is made, many anchors will embark on the shortcut of "setting up people" and "harvesting" fans with emotion. Those anchors who insist on content output will not attract traffic because of strict product selection, and the live broadcast data is often bleak.

　　In addition, in order to meet the anchor’s commission requirements, some brands will continue to reduce the cost of their own product research and development and increase marketing expenses, which will lead to the decline in the quality of products that consumers get.

　　Strengthen supervision and guide correctly.

　　"At that time, your head didn’t hurt, nor did your cervical vertebrae, nor did you toss and turn in the sleepless night. At that time, your parents were still in good health. They were young, safe and happy, and grandparents were with you. You don’t really think about corn, you are thinking about yourself. " This is an impromptu explanation given by an anchor during the live broadcast of corn with goods, which caused tens of thousands of netizens to cry and once rushed to the hot search list.

　　Dong Yuhui, the former New Oriental English teacher, said this. Together with teachers like yoyo and Dunton, he became the resident anchor of the East Selection Live Room.

　　The reporter found that there was no script in the Oriental selection live broadcast room, and the anchor was not screaming at the top of his lungs. With soft music, he talked about products, astronomy and poetry, and he could get excellent sales.

　　"I never watched the live broadcast with goods before, and I felt particularly fake. After I accidentally saw the live broadcast of these young people, a person who never bought anything in the live broadcast room began to place an order. Their live broadcast made me feel happy and calm, because I not only bought my favorite products in this live broadcast room, but also ‘ Buy ’ To knowledge. " A treasure mom fan in the Oriental selection live broadcast room said.

　　"Starting from the current situation of the industry, under the premise of complying with relevant laws and regulations, practitioners in the live broadcast industry should look for breakthroughs from the incision of improving the ability to control users. Avoiding emotional temptation is not to deny emotions. High-level emotional design should be based on accurate insight into user needs. " Wei Baotao, executive director of China Advertising Education Research Association and director of advertising department of School of Journalism and Communication, Liaoning University, said.

　　Under the rectification of the relevant state departments, the atmosphere of the live broadcast industry has obviously improved, but there are still many banned anchors who continue to squeeze the remaining favorite values of fans by means of secret forms such as "the master is blocked and the apprentice broadcasts". Such live broadcast poses new challenges to the subsequent industry rectification.

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[Popular science hotspots] Noisy hot search! Don’t eat breakfast VS don’t eat dinner, which has a greater impact on the body？

The following article comes from China, the author Ruan Guangfeng.

Cop China.

Public science popularization and scientific communication

In the fast-paced modern life, many people often choose to skip a meal because of time constraints or other reasons. Among them, skipping breakfast and skipping dinner are two common phenomena. A few days ago, the topic # Is skipping breakfast more harmful than skipping dinner? # boarded a hot search in Weibo, which triggered a hot discussion among netizens.

So, what kind of influence will such eating habits have on the body? Skipping breakfast VS skipping dinner, which has a greater impact on your health?

Image source: Weibo screenshot

What’s wrong with skipping breakfast?

As the saying goes, a day’s plan lies in the morning. So we all take breakfast very seriously. However, due to the accelerating pace of life, more and more people often can’t eat breakfast, let alone eat breakfast badly.

As the first meal of the day, breakfast is very important for dietary nutrition intake, health status and work or study efficiency. Eating breakfast every day is also a healthy lifestyle advocated by the World Health Organization (WHO). Breakfast takes the longest time from the previous meal and consumes a lot of energy. If you don’t eat breakfast, it may lead to unbalanced nutrition. It can also lead to hunger, reduce brain excitability, slow response and inattention, and affect work and study efficiency.

It is good for health to form the habit of eating breakfast regularly. Many studies have found that eating breakfast regularly has a negative correlation with obesity and cardiovascular diseases. China’s dietary guidelines also point out that a reasonable diet can reduce the risk of cardiovascular diseases, and eating breakfast regularly is also part of a reasonable diet, so it is very important.

However, many people don’t eat breakfast well enough. According to the Survey Report on Breakfast Diet of China Residents, 35% of Chinese people can’t eat breakfast every day; Even if they can have breakfast, many people don’t eat healthily. There are 55% people who have less than three kinds of food for breakfast every day, and 42% people can’t get it in 10 minutes, so it is difficult to achieve a balanced diet.

What’s wrong with skipping dinner?

Of the three meals a day, we usually think that dinner is the least important.

In fact, if you really skip dinner at all, it will also do harm to your health. The most direct and obvious thing is-hunger, which leads to malnutrition.

After all, the energy and nutrition that our human body needs every day are almost the same. If we don’t eat a certain meal and don’t eat much at other times, it will definitely not be enough. Slowly, it will be exhausted, and hunger will increase sharply, which will affect the quality of sleep and make it difficult for people to fall asleep or sleep lightly.

If you don’t eat dinner simply and rudely, other living habits will remain the same as usual, and malnutrition will occur in the long run. For example, you may be listless, physically exhausted, depressed, and pale … These are all manifestations of malnutrition.

However, some patients with special diseases, such as peptic ulcer, or people who work at special time (such as three shifts and night shift), skipping dinner will have a greater impact on them.

Therefore, from the health point of view, you should also try to arrange your three meals a day regularly, and you can’t have less dinner.

Which is more important, breakfast or dinner?

The field of chrononutrition is exploring this problem.

Temporal nutrition is a new research field in recent years, which studies how factors such as food intake time, diet pattern and eating frequency affect the metabolism, energy balance and health status of the body. Over the years, it has been found that the time to eat breakfast and dinner will have a certain impact on health.

Studies have found that skipping breakfast is related to the increased risk of circulatory diseases and all-cause death in men and the increased risk of all-cause death in women; Habitual skipping breakfast is associated with an increased risk of gastrointestinal cancers, including esophageal cancer, gastric cancer, colorectal cancer, liver cancer, gallbladder cancer and extrahepatic cholangiocarcinoma; Skipping breakfast will increase the risk of cardiovascular disease and all-cause mortality.

Dinner is also important. For example, some studies have found that eating dinner after 9 o’clock increases the risk of cancer. Eating dinner before 9 o’clock every night can reduce the comprehensive cancer risk by about 25%, and at the same time, compared with going to bed immediately after meals, sleeping after meals for 2 hours or more can reduce the risk of breast cancer and prostate cancer by 20%. Eating only one meal a day is associated with a higher risk of death, while skipping lunch or dinner especially increases the risk of cardiovascular disease.

These studies are still being explored and need further argumentation. However, judging from the current voice in the field of nutrition, it is generally believed that a regular diet is more beneficial to health.

According to the report of American Dietary Guidelines, Americans who eat three meals a day have higher dietary quality than those who eat two meals a day, which is attributed to the relatively large intake of vegetables, green leafy vegetables, fruits, whole grains and dairy products.

The American Heart Association (AHA) summarized the effects of specific dietary patterns on the health markers of cardiac metabolism, including obesity, blood lipid level, insulin resistance and blood pressure. The results showed that skipping breakfast, intermittent fasting, eating frequency (daily eating times) and eating time were the dietary patterns that affected the health markers of cardiac metabolism. Irregular eating patterns are not conducive to maintaining good cardiac metabolic health.

Therefore, it is suggested that people should consciously formulate a good eating pattern, whether it is breakfast or dinner, and develop a regular eating habit of three meals.

Finally, as a staff member in the field of food and nutrition, I would like to give you some suggestions:

1. Give yourself some time: Please give yourself some time for breakfast or dinner. Even if you simply eat a bowl of porridge, an egg, or a piece of bread and a glass of milk, you can provide your body with the energy and nutrition you need.

2. Gradually improve the level of nutrition: Many people are really busy and don’t have much time to prepare breakfast or dinner, but they can start slowly and try their best to diversify their food and promote a balanced nutrition. Dietary guidelines suggest that we eat 12 kinds of food every day and 25 kinds of food every week. Therefore, there should not be too few kinds of food every day. It is suggested that we should try our best to have high-quality protein such as vegetables, fruit staple food and meat, instead of all big fish and big meat.

3. Pay attention to your body’s feelings: When you feel hungry or uncomfortable, don’t ignore it. This is a signal from your body that you need to supplement energy and nutrition. Please respect your body’s feelings and provide it with the food it needs in time.

4. Keep a positive attitude: the change of eating habits is not achieved overnight, it takes time and persistence. In this process, please keep a positive attitude and patience, and believe that your efforts will bring good health and a better life.

references

[1] Flanagan A, Bechtold DA, Pot GK, Johnston JD. Chrono-nutrition: From molecular and neuronal mechanisms to human epidemiology and timed feeding patterns. J Neurochem. 2021 Apr; 157(1):53-72. doi: 10.1111/jnc.15246. Epub 2020 Dec 10. PMID: 33222161.

[2] Chrononutrition: Meal time is very important for your health |NHLBI, National Institutes of Health (nih.gov)

[3] Yokoyama Y, Onishi K, Hosoda T, Amano H, Otani S, Kurozawa Y, Tamakoshi A. Skipping Breakfast and Risk of Mortality from Cancer, Circulatory Diseases and All Causes: Findings from the Japan Collaborative Cohort Study. Yonago Acta Med. 2016 Mar; 59(1):55-60. Epub 2016 Apr 1. Erratum in: Yonago Acta Med. 2019 Dec 28; 62(4):308. PMID: 27046951; PMCID: PMC4816749.

[4] Liu, T., Wang, Y., Wang, X. et al. Habitually Skipping Breakfast Is Associated with the Risk of Gastrointestinal Cancers: Evidence from the Kailuan Cohort Study. J GEN INTERN MED 38, 2527–2536 (2023). https://doi.org/10.1007/s11606-023-08094-7

[5] Chen H, Zhang B, Ge Y, Shi H, Song S, Xue W, Li J, Fu K, Chen X, Teng W, Tian L. Association between skipping breakfast and risk of cardiovascular disease and all cause mortality: A meta-analysis. Clin Nutr. 2020 Oct; 39(10):2982-2988. doi: 10.1016/j.clnu.2020.02.004. Epub 2020 Feb 17. PMID: 32085933.

[6] Kogevinas, M., Espinosa, A., Castelló, A., Gómez-Acebo, I., Guevara, M., Martin, V., Amiano, P., Alguacil, J., Peiro, R., Moreno, V., Costas, L., Fernández-Tardón, G., Jimenez, J.J., Marcos-Gragera, R., Perez-Gomez, B., Llorca, J., Moreno-Iribas, C., Fernández-Villa, T., Oribe, M., Aragones, N., Papantoniou, K., Pollán, M., Castano-Vinyals, G. and Romaguera, D. (2018), Effect of mistimed eating patterns on breast and prostate cancer risk (MCC-Spain Study). Int. J. Cancer, 143: 2380-2389. https://doi.org/10.1002/ijc.31649

[7] DOI:https://doi.org/10.1016/j.jand.2022.08.11

[8] USDA. 2020 dietary guidelines advisory committee systematic reviews.Part D. Chapter 13: Frequency of Eating

[9] St-Onge MP, Ard J, Baskin ML, Chiuve SE, Johnson HM, Kris-Etherton P, Varady K; American Heart Association Obesity Committee of the Council on Lifestyle and Cardiometabolic Health; Council on Cardiovascular Disease in the Young; Council on Clinical Cardiology; and Stroke Council. Meal Timing and Frequency: Implications for Cardiovascular Disease Prevention: A Scientific Statement From the American Heart Association. Circulation. 2017 Feb 28; 135(9):e96-e121. doi: 10.1161/CIR.0000000000000476.

Source | Popular Science China

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[Popular science hotspots] Noisy hot search! Don’t eat breakfast VS don’t eat dinner, which has a greater impact on the body？

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