标签归档 武汉狼盟

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Merchants on the takeaway platform use "codes" to cover and sell cigarettes, and high school students buy "fog".

  Recently, some parents have reported that their children who are still in the first year of high school buy cigarettes through takeaway platforms, and many students also buy them in this way. A reporter from Beijing Youth Daily found that some supermarkets and convenience stores that have settled on takeaway platforms use "codes" to sell cigarettes, renaming different brands of cigarettes "Double Explosion", "Red", "Jing", etc. Just click to place an order to buy cigarettes quickly.

  A number of takeaway platforms have said that the sale of tobacco products is prohibited on the platform, let alone the sale of cigarettes to minors, and that the merchants involved will be investigated. Legal sources say that selling cigarettes through takeaway platforms is illegal. If the merchant or platform sells illegally, the lesser one will be fined, and the more serious one may constitute the crime of illegal business operation.

  phenomenon

  There are merchants selling cigarettes on the takeaway platform.

  Recently, Mr. Wu, a citizen, reported that he had received a call from his son’s head teacher some time ago, saying that his son, a freshman in high school, had smoked in the school’s men’s toilet. After learning this, Mr. Wu was very angry, but he did not understand how his son, who was under 18, obtained the cigarettes. "If you go directly to the store to buy it, the store should not sell it to him, and there is no habit of storing cigarettes at home."

  After returning home from get off work that day, Mr. Wu immediately talked to his son, who confessed that his cigarettes were bought from the takeaway platform. Not only did he do this, but many students who smoked in the school had bought cigarettes in this way.

  After listening to his son’s description, Mr. Wu opened the takeaway software on his son’s mobile phone and was surprised to find that there were indeed many merchants selling cigarettes on it, but the names of these cigarettes had been treated to a certain extent, and the pictures of the products were blurred. Mr. Wu never expected that the takeaway software installed for his son because he was worried that he would not be able to go home to cook on time had now become a channel for his son to buy cigarettes.

  Coincidentally, Ms. Feng, who lives in Chaoyang District, Beijing, also reported to the Beiqing Daily reporter that she had seen some supermarkets on the takeaway platform change the names of cigarettes to "Double Explosion", "Red", "Jing", etc. Although the pictures of the products were blurred, familiar people could tell at a glance that they were the packaging of cigarettes.

  survey

  Cigarette sales are covered with "codes"

  According to the accounts of Mr. Wu and Ms. Feng, reporters from Beiqing Daily found a merchant "Affordable Supermarket" with a "strange" product classification on a takeaway APP.

  In an "affordable supermarket", the goods are divided into "grain and oil seasoning", "fresh fruits and vegetables", "life general merchandise" and other categories. The reporter of Beiqing Daily noticed that one of the products is classified as "unquenchable", which contains a total of 18 products. There are two products that are lighters, but the word "fire" is not stated, but a flame pattern is used instead. The other 16 products are all products with vague pictures and unclear names. In addition to the "double explosion", "red" and "Beijing" mentioned by Ms. Feng, there are also "777", "Tashan", "Uncle" and "Uncle".

  A reporter from Beiqing Daily placed an order for a "red" in the "affordable supermarket". Half an hour later, the goods were delivered by a takeaway staff who did not wear a platform uniform. When they opened it, they found that the product named "red" was a pack of cigarettes with a red "Liqun" trademark on the outer package.

  Subsequently, the reporter of Beiqing Daily searched for the above name as a keyword on three takeaway platforms that have been used for a long time on the market. In a supermarket on the Baidu takeaway APP, there is a product classification called "Swallowing Cloud – Spitting Mist".

  There were 16 products in the product category, except for one lighter, the others were all products named "ESSE Love Xi Ball 4" and "Seven Star Ball". After the Beiqing Daily reporter placed an order for "ESSE Love Xi Ball 4", the takeaway staff sent a pack of blue "ESSE" brand cigarettes.

  Through observation, Beiqing Daily reporters found that the supermarkets that "changed their names" to sell cigarettes not only have smaller self-operated supermarkets, but also chain supermarkets. On the Meituan takeaway APP, in a supermarket chain called "Hualian Supermarket", Beiqing Daily reporters saw that the supermarket also sold cigarettes online. In addition, all merchants who "changed their names" to sell cigarettes on these takeaway platforms have marked the words "minors are prohibited from buying" on the interface.

  At the same time, the Beiqing Daily reporter also noticed that after purchasing cigarettes on the Meituan takeaway app, the delivery staff was responsible for the delivery, while after purchasing cigarettes on Ele.me and Baidu takeaway, it was Meituan who ran errands.

  respond

  The delivery platform does not allow the sale of cigarettes.

  Regarding the sale of cigarettes by merchants through takeaway platforms, a convenience store operator told the Beijing Youth Daily that he had consulted with tobacco company inspectors and takeaway platform parties on whether cigarettes could be sold in online stores and takeaway platforms. Tobacco company inspectors and takeaway platforms have made it clear that cigarettes must never be sold on the Internet and takeaway platforms.

  In this regard, the reporter of Beiqing Daily called three takeaway platforms respectively. The customer service of Ele.me told the reporter of Beiqing Daily that according to relevant regulations, supermarkets are not allowed to sell cigarettes on the Ele.me APP, let alone sell cigarettes to minors. If there are merchants who "change their names" and sell them, the platform will investigate and deal with them.

  Baidu takeaway APP staff said that at present, supermarkets on Baidu’s takeaway platform are not eligible to sell cigarettes, and further investigation will be conducted into whether any merchants on the platform sell cigarettes, and consumers are not encouraged to buy cigarettes at these merchants.

  The staff of Meituan takeaway APP introduced that even if the offline supermarket has the license to sell cigarettes, it is not compliant to sell cigarettes on the platform. However, because many merchants have inserted various "codes" for cigarettes when selling cigarettes, the platform also has certain difficulties in supervision, but will investigate the specific points of sales reported by the Beiqing Daily reporter.

  The relevant staff of the State Tobacco Monopoly Administration said that it has investigated the sale of cigarettes by some merchants on takeaway platforms.

  say

  Cigarettes must be sold in a fixed location

  Regarding the online "illegal sale" of cigarettes in some supermarkets on the takeaway platform, Chang Sha, a lawyer from Beijing Kyoto Law Firm, said that according to the "Regulations on the Implementation of the Tobacco Monopoly Law", tobacco, as a special commodity, must hold a tobacco monopoly license to carry out production, wholesale and retail business. At the same time, the "Measures for the Administration of Tobacco Monopoly Licenses" also stipulate that one of the conditions for obtaining a tobacco monopoly retail license is "having a fixed business place", and online sales do not meet this condition and cannot apply for a tobacco monopoly retail license. In addition, tobacco can only be wholesale sold online by units with production or wholesale qualifications, and cannot be retail.

  Han Xiao, a lawyer at Beijing Kangda Law Firm, said that according to the "Notice on Strictly Cracking down on the Illegal Operation of Tobacco Monopoly Using Internet and Other Information Networks" jointly issued by the State Tobacco Monopoly Bureau, the Ministry of Industry and Information Technology, and the Ministry of Public Security, other Internet information service providers are not allowed to provide Internet information services for the operation of tobacco monopoly products, except for the network trading platform designated by the tobacco monopoly administrative department.

  The takeaway platform does not have the authorization or approval of the tobacco monopoly administrative department, and the platform does not have the qualification to review whether the merchant has the monopoly license, nor does it have substantive review behavior. Therefore, under the current legal framework, it is illegal for even merchants with monopoly retail licenses to sell tobacco through takeaway platforms.

  In addition, the Law on the Protection of Minors also clearly stipulates that the sale of tobacco and alcohol to minors is prohibited, and through the takeaway platform, it is difficult for merchants to confirm whether the transaction object is a minor, so it is difficult to fulfill the corresponding duty of care. Therefore, it is illegal to sell cigarettes through the takeaway platform. If the merchant or platform sells illegally, the lighter will be fined, and the more serious may constitute the crime of illegal business operation.

  By our reporters, Wang Tianqi and Li Zhuoya

  Clue provided/Ms. Zhu

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Lynk & Co 05 first test: power train perfect, new shape it, you buy it?

Lynk & Co in the early launch of the three models (01/02/03) in addition to the design is more avant-garde, in fact, the essence of the shape positioning is very traditional (compact, sedan), even if it is bold, it is only in the sedan on the basis of the performance car 03 +. So this seemingly very leather brand, in fact, the pace is very stable.

As bystanders, after looking at its brand product line, most of us would think that it is time for Lynk & Co to pull out one, and preferably a sedan to complement its lineup. However, after entering 2020, Lynk & Co has once again skinned it and pulled out a compact and niche coupe.

Design is difficult to appreciate both elegant and vulgar

Over the years, coupe design has been rampant, from high-end to close to the people to old man music. This design, which should have been exclusive to cars, has appeared by mistake, largely due to the crooked head of the year. From another perspective, why people don’t like this style is mainly because the high visual center of gravity is matched with this oblique streamline slip, which can easily create a "hunchback feeling". This destroys the streamline aesthetics of the vehicle to a certain extent, and the essence, qi and spirit of the whole vehicle will become declining.

So that the design of this kind of design is often separated by a line, and the design skills are very exquisite. The design of Lynk & Co is definitely higher than that of those car companies that only outsource to Binfa design, so when you look at it from the side of the Lynk & Co 05 car, its hunchback is not obvious, and the whole is still very smooth.

For most people, at least the first time you see the Lynk & Co 05, you won’t have obvious disgust, but it’s also hard to fall in love with it all at once. That is to say, the 05 model is a classic example of "I like it very much, I don’t like it if I hate it". Since the birth of the Lynk & Co 05, it has been decided that it needs a Bole who can appreciate it. I don’t know what you think of this horse in front of the screen?

As for another point, although the front of the Lynk & Co 05 is a familiar layered design, the overall design language has clearly entered the "2.0 era". Like the front middle grid grille, daytime running lights, etc., there are obvious variants compared to the past, and the overall style has changed from round to sharp.

Although you can still recognize the car at a glance when you look at it from a distance, many changes in the details will make your brain tell you that "this is not the old Lynk".

Luxurious interior

And the entire interior of the 05 can be regarded as earth-shaking. If you get into the car, touch the fur that feels great, look at the imported aluminum trim like a mural, and there is a natural feeling at the intersection of the former two, then you will suddenly flash the word "advanced" in your mind at a certain moment. After all, the interior of the 05 is a level higher than previous models in terms of design and materials. This kind of car material also proves that Lynk & Co is trying to create a more advanced atmosphere than previous cars.

As an old car owner, I basically have nothing but praise for this interior, especially the new central control system, which not only has a clear screen and smooth picture, but also has quite complete functions. And the new fingerprint recognition, glove box password lock and other small functions are also very interesting and useful. Of course, this set of cars with good experience is largely due to the use of Qualcomm Snapdragon 820A chips (the standard level of Android phones around 2016). I used my own 03 central control system after shooting, as if I had returned from the Iphone 4 to the Nokia era. I don’t know when Lynk & Co officials will be able to consider replacing the cars of early users, even if it is at their own expense. I believe most people are willing.

Another point is that this time the Lynk & Co 05 has finally adjusted the driving mode selection to the front and rear push type, which is much more reasonable than the previous knob type + determined operation mode. Of course, it should also be pointed out inside the car that there is still a lot of room for improvement in the utilization rate of Lynk & Co’s storage space. Second, the manual mode of the Lynk & Co car series (the shift handle swings left and right to perform manual lift and drop gears), the high-end car with steering wheel shift paddles is fine. If it is a low-end car, it really has to pay a certain learning cost. Is this "bad" tradition really necessary to be preserved?

As for the rear space of the 05, I think the 32cm legroom can definitely meet the needs of most people. Secondly, the back-sliding indenter that everyone is worried about has also been specially treated for stealing air on the 05, and the wide and thick seats with good wrapping make it comfortable to sit up. However, due to the center of the four-wheel drive model, the middle position of the Lynk & Co 05 is not suitable for adults to ride for a long time.

In addition, it should be noted that a good sense of body does not mean a good look. Even if the front bucket chairs used by the entire Lynk & Co series are commendable in both appearance and practicality, the wide bucket chairs and the upwardly narrowed window line of the back door will create a sense of sight suppression in the rear row of the 05, and it will feel dark in front of you when closed (opening the panoramic canopy will be greatly improved). Of course, with the original rear privacy glass, you can also think that the back row of the Lynk & Co 05 has a strong sense of privacy.

Compared with the riding space, the back of the car often has a greater impact on the trunk space. From the data, it can be seen that the trunk of the Lynk & Co 05 is indeed slightly worse than the traditional shape (mainly due to the height of the trunk and the opening of the trunk off the ground). However, in terms of practicality, the 05 has been targeted for floor sinking. If you compare other models of the same design (such as the Changan CS85), you will see that the trunk space utilization rate is quite good.

Same powertrain.

The Lynk & Co 05’s powertrain can complete the overview in three words: "2.0T for T5", "Aisin 8AT", "50:50". It sounds familiar because everything is exactly the same as + except for the plastic cover above that doesn’t say "Performance" and the lack of a track mode on the driving mode.

Only from the objective data point of view, the 2.0T of 254 horses is just right; and from the subjective experience point of view, in the comfort mode, the front section of the throttle is still very linear, and occasionally there is a feeling of laziness, but after deeply stepping on the throttle, the acceleration of the middle and rear sections is very sufficient, and the turbine pressure will give you a feeling of continuous power.

If you want to be restless, the whole powertrain in sport mode will be much more aggressive, the throttle response will be timely and sensitive, and the willingness to step down deeply on the throttle will become more active. If you want extreme sports, then you may have to forgive me, because the split and extremely restless track mode does not appear in the 05 driving mode selection list.

Since it is mentioned, then I have to mention this set of Aisin 8AT, the shift rhythm may not be too crisp, but the victory is smooth. With its assistance, the whole 2.0T is very smooth. After all, this set of 2.0T + 8AT has been matched with high-end models on the Internet for many years, and it is transplanted to the CMA platform intact, which will not be difficult for Lynk & Co. With the group’s many years of cooperation experience with Aisin, making this high-quality powertrain is purely a routine operation.

In addition, after a long time of contact with a variety of models of Lynk & Co, I finally came to an unspoken rule that is not a secret. That is, the steering feel of Lynk & Co cars is often distinguished according to. From 1.5T, 2.0T low public rate, to 2.0T high, their steering feel is gradually increased from light to heavy. So if you love driving, then you will definitely prefer the steering feel of 03 + and 05. Although their feel is relatively light and flexible compared to similar models, they still belong to the category.

As for the Lynk & Co 05, I was a little surprised. Generally speaking, the models with the CMA architecture are relatively similar, with a strong sense of advanced and sufficient toughness. They are also very calm in the face of road shattering. Like the 01, 02, and 03 that are casually pulled out can overwhelm them in terms of comfort compared to competitors in the same price. However, Lynk & Co is a little too comfortable in the adjustment, which often causes the vehicle to roll more obviously when cornering (even the ordinary 03). Compared with previous models, the Lynk & Co 05 can still maintain a high level of comfort. There is also a roll, but it is obvious that the support when cornering is very good. It can filter the vibration of the road surface while transmitting a non-disturbing road feeling. The whole has a strong sense of firmness.

If the range of 0-100 is used to describe the change of the Lynk & Co car series from comfort to hardcore, then the previous 01, 02, and 03 may be around 60 points, which is obviously more comfortable, like + is 100 points, the road feeling is very clear, and the Lynk & Co 05 is just in the range of 80 points. In other words, the Lynk & Co 05 is the most balanced one in the current Lynk & Co car series.

It is also the most expensive Lynk & Co in terms of sound insulation.

The Lynk & Co 05 is currently the only Lynk & Co car equipped with double-glazing in the rear, so it has a good environmental sound insulation, and there is even a slight ear pressure when closed. And even if it is limited by the higher shape, there is no obvious wind noise during high-speed driving, and the sound insulation level of the whole car is compared with that of luxury brands, and it will never fall behind.

There were two main sources of noise. Firstly, the Eagle, a performance tire with a hard wall, would be more challenging, and the tire noise was still more obvious. Secondly, the ancestral T5, which had a strong grainy feel at medium and low speeds and was not very pleasant to the ear when transmitted to the carriage.

I became weirder and stronger

The comprehensive strength of the Lynk & Co 05 is beyond doubt. The complete powertrain, the rich configuration level, the top NVH and so on all mean that Lynk & Co really goes to great lengths to build a higher-end Lynk & Co. In the 18-220,000 range, it is difficult to find a model as unique and cost-effective as it. From a recommendation point of view, it is definitely worth buying.

The premise is that you can accept its unique appearance.

[Lingke 05 First Test Impression]

Outstanding advantages: perfect powertrain; high configuration level; easy to use; chassis for comfort and control, cost-effective.

Main shortcomings: general storage space and low universality of design.

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Kneeling down to Wang Sicong to ask for his salary, why was the screenwriter forced to a desperate situation?

>On December 7, new screenwriter Liu Xiaofeng revealed on Weibo that Wang Sicong’s "banana plan" owed him 800,000 yuan in script bonus.

>Liu Xiaofeng said that due to his family’s financial pressure, he once recorded a kneeling video for Banana Film CEO Wei Xiangdong, imploring him to convey his anxiety to Wang Sicong.

>Four days after the incident was exposed, Liu Xiaofeng toldEntertainment StudioNow that the other party doesn’t care about public opinion, he is also using legal means to defend himself.

>Liu Xiaofeng’s experience once again exposed the industry dilemma facing new Chinese screenwriters.

>He told his screenwriter friend that he hoped to be the last screenwriter in China to be defaulted on royalties, and his friend replied: Dream on, in your next life.

Screenshot from Liu Xiaofeng Weibo

Uncashed 800,000

>Liu Xiaofeng used to work in the hotel industry. In late 2017, his script "Tower Cry" entered the stage of frequent meetings with partners. In order not to affect his job, he chose to quit his job as a full-time screenwriter.

>Non-academic, without any school, Liu Xiaofeng, who is fighting alone, is eager to find a company and become a contracted screenwriter.

>In the second half of 2018, he saw the first "Banana New Screenwriter Dream Realization Project" organized by Wang Sicong. After submission and interview, his script "Genius Screenwriter" finally won the third prize and became one of the six winners. According to the promise, the prize should be 800,000 yuan.

>Picture from Liu Xiaofeng Weibo

>Afterwards, Liu Xiaofeng and Banana Film signed a relevant contract agreement, and cooperated with the script copyright transfer according to the agreement. According to Liu Xiaofeng, from July to December 2019, Banana Film did not fulfill the contractual commitment to pay the bonus within the specified time after the copyright transfer. At that time, Banana Film CEO Wei Xiangdong explained that Wang Sicong was only a temporary financial problem, and would still pay the bonus to incubate the script and shoot the film when the funds were turned around.

>Until September 2020, Liu Xiaofeng was under great financial pressure due to family reasons, and asked Wei for a bonus again. The other party replied that Wang Sicong did not give him the money, and he could not manage it even if he was a part-time worker.

>According to Liu Xiaofeng’s understanding, several other award-winning screenwriters are well-connected in the circle and have basically chosen to terminate their contracts with Banana Pictures. However, he believes that the copyright of his script "Genius Screenwriter" has been owned by Banana Pictures for more than a year and a half, and he hopes to get his own bonus.

>Picture from Liu Xiaofeng Weibo

Two big pits in front of new screenwriters

>In his three years in the industry, Liu Xiaofeng has yet to make a single production. He has written about 10 original scripts, including "Genius Screenwriters", and sold a total of three original scripts, which has become his main source of income.

>As a new screenwriter, in addition to writing originals, he has also been exposed to some opportunities to write for other projects through his own connections and resources.Before entering the industry, friends told him to be prepared for unpaid royalties and difficult authorship – two common industry dilemmas faced by screenwriters.

The project is yellow, and the balance is gone.

>In the past two years, Liu Xiaofeng has participated in a number of online movies.

>There was a project that was about to start filming, but when the policy for online movies became stricter, the market tightened, and the project went bankrupt.

>This year, he wrote another online movie script, and the investment was also found. As a result, the producer told him to start making main theme movies, and the project was temporarily suspended.

When Liu Xiaofeng’s work "Genius Screenwriter" was selected for the Banana Project, the source of the picture was Liu Xiaofeng Weibo

>Compared to other jobs such as directors and actors, the screenwriter’s work all takes place before the start of the production. After the script is written, the project is not filmed. Of course, the screenwriter has the greatest loss.

>Liu Xiaofeng said that the current rules are basically divided into three payments to screenwriters. The first payment is a deposit, the second payment is paid after the first draft is published, and the third payment is paid after the boot is turned on. If the boot cannot be turned on, it means that 30% to 50% of the balance will not be received.

>The bigger problem is that China is a human society. If it is a job introduced by real-world friends, it is often paid after the work is done. Once the project is yellow, it may be equivalent to doing it in vain.

>"As a rookie screenwriter, the price is very low, especially at Wangda University. A better one will give you 8 to 100,000, and a closer one will be 3 to 50,000."

>After publicizing that the banana plan owed him 800,000 bonuses, a friend told Liu Xiaofeng that his outstanding payments over the years added up to almost 1.50 million.

Liu Xiaofeng’s work "Genius Screenwriter" was selected for the banana plan to win 800,000 bonus, picture source Liu Xiaofeng Weibo

>Liu Xiaofeng asked why the other party did not pursue the case, and his friend told him that because it was difficult to defend rights, it would take several years to file a lawsuit. It was possible that the producer had run away, or that the project had gone bad. If the project had gone bad, he would still be chasing the producer for money.

>"If you are serious with him, will you still get along in the future, and will you still mix in this circle? So although the other party did something wrong to me, I can’t say anything about him, and I have to be friendly with him on the surface."

The work is done, the signature is gone

>The big screenwriters assigned the work to the new screenwriters, and the new screenwriters were responsible for the main writing, but in the end, the big screenwriters were named. This was a common phenomenon in the screenwriting circle. Liu Xiaofeng, who had been in the industry for three years, did not want to accept such unspoken rules, but some good opportunities for big projects may have been lost like this.

>"Once, the filmmaker sent me something written by a big screenwriter for me to change. In the end, when it came to authorship rights, I could only ask me to be a literary editor, but I didn’t accept it. My screenwriter friend said that you have to have some backbone and can’t start this, otherwise it will be detrimental to your career development in the future.

>Now the filmmakers are very good at chatting, first tell you how good this project is, and then let me give my opinion. After chatting with me, I took all my ideas, started to talk about the price, and the price was also negotiated. Finally, I will say that because the first draft is a big screenwriter, you can’t be a screenwriter when you sign your name.

>I know that they are original, and I have no problem with them, but I have also revised them. I have also created them, and I am also a screenwriter. If I were just planning and editing, I would not be able to change them so meticulously.

>The other party said there is no way, or I will give you some money. I said it is not about money, what kind of work should be signed. "

Picture from Wang Hailin Weibo

>There are a large number of new writers in the industry who are facing these two dilemmas. They may be alone, but is there a better way to solve their dilemma?

>In addition to going it alone, signing a screenwriting company and working with a big screenwriter are two other mainstream options. In Liu Xiaofeng’s opinion, both have advantages and disadvantages, but he prefers to sign with a big screenwriter.

>"For example, I’m working alone now, and a company comes to me to talk about buying a script, and the cost they want to pay is the price I want to sell it. If I sign with the company, they have to give my company a commission, so some companies prefer to talk to a solo screenwriter.

>I prefer to follow the big screenwriter because there is a role of mentoring. Although the big screenwriter may take the job and our subordinates will do it, if we are lucky, we may be able to sign a co-writer, and now it is all celebrity effect. After our new screenwriter comes out, if there is a big screenwriter in front of us, they will immediately take a high look and be willing to chat with you. Maybe after working with the big screenwriter for a few years, you can slowly have an independent signature. "

The above screenshots are all from screenwriter Li Yaling’s Weibo, the current situation of the screenwriting circle

 Why didn’t the "banana project" happen?

>It is precisely because the survival situation faced by new screenwriters is so difficult that every film festival venture capital and every new project endorsed by celebrities is like a dawn, a hope.

>Banana Pictures was born in August 2017. On September 27 of that year, the "Banana New Director’s Digging Project" was announced. It was the first time that Wang Sicong entered the public eye as the behind-the-scenes operator of the film company.

>A total of 812 directors signed up for the "Banana New Director Digging Project" and received 840 films. On April 26, 2018, the program held an awards ceremony, and 16 directors were announced on the spot.

Picture Source Banana New Director Digging Project Weibo

>During the Shanghai Film Festival in 2018, the Banana Project held another press conference to announce the launch of the "New Screenwriter’s Dream Realization Project", with a total prize of 6.30 million RMB.

>Wang Sicong had a long-term plan at the time, and planned to use the method of "discovering new directors one year and discovering new screenwriters one year" to cultivate a group of top directors and screenwriters in six years.

>At the awards ceremony of the new director project, Wang Sicong once said proudly, "Others want to turn 200 million into 1 billion, but I already have 1 billion, so I can directly take out 200 million and see if I can do something for my favorite movie."

>Banana New Screenwriter Dream Project

>From the public information, after the first new director’s excavation plan, there was no news of any director’s salary claims. We can assume that the banana film industry was still not short of money at that time, and the banana film industry did not subjectively default on bonuses.

>But in 2019, due to the freezing of Wang Sicong’s own property and the absence of banana film industry, the first screenwriter’s land excavation plan ended up with the bonus that could not be honored.

>A well-intentioned plan couldn’t be carried out in the second year; a new film company started "underpaying" after three years of establishment, what was the problem?

First, there is a lack of professional talent.

>The reason why the "Banana Project" initially gained attention was one of Wang Sicong’s celebrity effect, and the other was that his arrogance was not bad for money.

>However, after the film and television industry experienced a meteoric rise around 2015 and a continuous influx of hot money, what it needs is not only funds, but also professionals with the ability to incubate projects.

>On September 27, 2017, at the launch of the "Banana Project" meeting with the public for the first time, Wang Sicong said that there are too many garbage movies in China, and Chinese directors have great problems. At that time, he expressed the hope that the film industry will be more professional. For example, some directors have multiple jobs on the set, and some directors have been shooting a scene for many years. They think that is obviously very unprofessional.

>Although he understood the truth, Wang Sicong himself was not a professional film talent, and his company did not recruit true core and first-line professionals.

>Banana Pictures has always promoted youth and innovation, and in a press release, Banana Pictures described its team as "a young team with an average age of only 26 years, an active personality, a pragmatic style and a strong professional style."

>Therefore, this is a company that unearths new directors and new writers, and then allows a group of newcomers with an average age of only 26 to develop projects.

>Banana Pictures’ publicly announced corporate positioning is to "consolidate the infrastructure of film and television talents and produce content products that young people like". The company’s image is "positive energy, youthful, anti-routine, personality, and interesting", but all this can easily be reduced to slogans. What a film production company really needs is a team that can develop projects, set up plates, and shoot on the ground.

>The film industry needs innovation, but experience is just as important. How can a group of inexperienced newcomers put a project to the ground? And the company also lacks Dinghai Shenzhen. Wei Xiangdong, the CEO of Banana Film, is a former host. He has participated in movies such as "Unexpected Love Time", "Mr. High Heels" and "Keep Silent".

Second, success or failure is all about money.

>The venture capital units of major film festivals are a valuable platform for many new directors and screenwriters, where they can meet the right investors and producers to help them bring their projects to fruition.

>The Directors Association’s "Green Onion Plan" relied on the resources of the Directors Association, and there would be many experienced directors and producers to help new directors implement the project.

>Compared with the longer-established film festival venture capital unit or the resource-rich "Green Onion Project", the "Banana Project" cannot prove its own subsequent incubation and development capabilities, so the high project bonus has become its greatest advantage.

>Liu Xiaofeng remembered that there were 3,170 screenwriters participating at that time. On the last day of the deadline, because many people submitted their contributions, the website of the "Banana Project" once crashed.

source network

>Some of these new screenwriters regard Wang Sicong as a new hope, and perhaps some of them are motivated by money.

>In recent years, there have been a lot of plans to find new directors and screenwriters, and the industry is also discussing, do you really need so many plans? Is there really so much talent to find?

>From the perspective of the contestants, we believe that the "Banana Project" should fulfill its commitments; but from the perspective of the "Banana Project"’s own operation, in the absence of sufficient project development capabilities in the banana film industry, it is debatable whether it is necessary to spend high prices to find new people for six consecutive years, and whether the excavated projects are suitable for the company itself to develop.

>Many things can’t be done well with money. Back then, Panda Live occupied the market with high-priced signing popularity live streaming hosts, but was defeated because of insufficient follow-up operation capabilities. It also earned money by throwing money at the "banana plan". What needs to be consolidated is the follow-up development capabilities.

>The failure of the "Banana Project" was similar to the failure of Panda Live. As an investor, although Wang Sicong understood the importance of professionalism, he obviously needed to find the right path to it.

Picture Source Banana New Director Digging Project Weibo, Wang Sicong, Wei Xiangdong

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How can we resolve the Hengda crisis as soon as possible?

At present, the most crucial thing is to stop the bleeding of Hengda, stop allowing its risks to accumulate and spread, and at the same time, we should preserve good evidence to lay a good foundation for future accountability through the rule of law.

Author | Li Wei

Source | Caixin

Li Wei

Professor of Economics, Cheung Kong Graduate School of Business

Director of the Case Study Center of Cheung Kong Graduate School of Business

Director of the Big Data Economics Research Center of Cheung Kong Graduate School of Business

Vice President of Asian Markets

On September 24, 2023, China Evergrande Group (referred to as Evergrande) issued an announcement saying that "in view of the ongoing investigation of Evergrande Real Estate Group Co., Ltd. (the main subsidiary of the company), the current situation of the group cannot meet the eligibility for the issuance of new notes".

Public information shows that Hengda is in a serious insolvent situation. At the end of 2021, the end of 2022 and the end of June 2023, the company’s insolvent gap is 473.10 billion yuan, 599.10 billion yuan and 644.20 billion yuan respectively.

Judging from this set of data, Evergrande has not "stopped the bleeding". What should be done for such a large real estate company that is in crisis and the situation is rapidly deteriorating?

Market-oriented solutions

The current situation of Evergrande is not optimistic. If the government does not intervene in this crisis and the market comes up with a solution, then there are only two outcomes. One is that Evergrande goes bankrupt, and the other is that market-oriented institutions acquire and integrate Evergrande without the help of the government.

Let’s look at the first outcome. Logically, this is the most likely outcome if Evergrande’s crisis continues to worsen. If Evergrande does go bankrupt, what consequences will we face?

In principle, companies, like people, no matter how big or small they are, will die one day without much fuss. However, the reality may be much more complex than we think, especially for large companies with a wide range of implications.

A classic example of this is the impact of the collapse of Lehman Brothers Holdings Inc. during the 2008 financial crisis.

In 2007, the pressure on financial marekts caused by falling house prices became increasingly obvious, and a series of Financial Institution Groups began to experience insolvent problems, but the overall situation was still under control.

After entering 2008, the situation took a sharp turn for the worse. Lehman, the fourth largest investment bank on Wall Street, began to thunder continuously, and the problem of insolvent gradually appeared. At that time, there was a huge disagreement in the whole society on whether the government should rescue Lehman.

In fact, the government also wanted to raise resources to rescue Lehman, because Lehman was one of the core nodes of the US financial network, but it was ultimately concerned about moral hazard (moral hazard refers to the fact that under the condition of asymmetric information, the responsible economic actors do not bear the full consequences of their actions. For example, Lehman took excessive risks in the course of its operation, making money for himself, and losing money can be required for government rescue based on its importance), and gave up the rescue.

The collapse of Lehman Brothers brought the financial crisis to a climax, causing the largest crisis in the US economy since the Great Depression.

The government’s abandonment of the Lehman bailout quickly escalated the financial crisis, but if Lehman is bailed out, it is likely to exacerbate moral hazard in the financial system in the future. As moral hazard builds, it will only be a matter of time before a larger financial crisis erupts.

The failure of Lehman’s self-rescue brought an unexpected result, which was the successful self-rescue of Merrill Lynch (Merrill Lynch for short).

Merrill Lynch is the third largest investment bank on Wall Street. As the parties discussed how to rescue Lehman, John Thain, the last Chief Executive Officer of Merrill Lynch (CEO), who participated in the discussion, immediately realized that Merrill Lynch had a similar problem. If it did not act immediately, then Merrill Lynch would be the next Lehman.

In order to save himself, Thain contacted Bank of America and sold himself to the latter for $50 billion, thus avoiding the end of Lehman.

In fact, from the perspective of game theory, the decision of the US government not to rescue Lehman, a Financial Institution Group that was so large that it had systemic risks, was somewhat random.

This means that the government will eventually rescue the vast majority of Financial Institution Groups that may cause systemic risks, but it should not let the market know the government’s trump card when choosing to give up a Financial Institution Group that can detonate systemic risks to curb moral hazard.

After all, there is a huge social cost to detonating systemic risk.

Government intervention solutions

The above describes the situation of relying on the market to solve the crisis, but in fact, when a major crisis occurs, the government will intervene more or less. Here are three examples according to the degree of government intervention.

First, the government only plays a coordinating role, and it is mainly handled by market forces.

The most typical example of this is the crisis resolution of Long-Term Capital Management (LTCM).

Founded in 1994, LTCM is a hedge fund specializing in highly leveraged carry trades.

LTCM became famous for its outstanding performance once it was established, but in 1998 LTCM suffered a huge loss. Due to LTCM’s highly leveraged trading strategy, its counterparties included many Wall Street Financial Institution Groups, so the crisis of LTCM once led to a possible systemic crisis in financial marekt. To avoid this dangerous situation, the Federal Reserve Bank of New York convened many Wall Street Financial Institution Groups to discuss ways to rescue LTCM. Finally, many Wall Street Financial Institution Groups raised $3.625 billion to rescue LTCM. The Wall Street Financial Institution Group’s investment not only saved the LTCM from the verge of collapse, but also eliminated its threat to the entire financial system.

During the entire incident, the Federal Reserve Bank of New York played a convening and coordinating role, but it did not provide capital or guarantee, and its intervention in the market was limited. It mainly relied on market forces to solve problems.

Second, the government provides some funds for rescue, but the main transactions are still completed by market institutions. A more typical example of this is the handling of Bear Stearns by the Federal Reserve Bank of New York in 2008.

Bear Stearns is the fifth largest investment bank on Wall Street and a very important Financial Institutions Group in the US financial system.

In order to prevent the collapse of Bear Stearns from hitting the entire financial system, the Federal Reserve Bank of New York coordinated JPMorgan Chase’s acquisition of Bear Stearns. In the process, the Federal Reserve Bank of New York funded the purchase of Bear Stearns’ assets for $30 billion, which helped to complete the entire acquisition.

In this deal, the government offered real money to rescue the problem company, but the amount was relatively small and only played a supporting role. The big problems were still solved by the market itself.

Third, the government fully intervened to take over the companies at risk, a classic example of which was the handling of Silicon Valley Bank by US regulators in March 2023.

Silicon Valley Bank, a bank whose main customers are high-tech companies, experienced a severe run in March 2023 because it did not do a good job of risk management. Fearing that panic would spread and trigger a chain reaction, the US Treasury, the Federal Reserve and the Federal Deposit Insurance Corporation (FDIC) acted together and quickly intervened in the crisis.

After regulators took over Silicon Valley Bank, the FDIC announced an unlimited guarantee on all deposits, breaking the previous limit of $250,000. For Silicon Valley Bank, the regulator ousted all its executives and zeroed out the equity value.

From this series of actions, it can be seen that the government took a comprehensive intervention approach in response to the crisis of Silicon Valley Bank, taking complete control of the company, which is the deepest form of government intervention.

How can we resolve the Hengda crisis as soon as possible?

The above discusses different ways to resolve the crisis from the perspective of the market and the government. What is the significance of this for us to deal with Evergrande’s problems?

Here is the first thing to say, some people may say that the examples mentioned above are all Financial Institution Group, Evergrande is a real estate developer, not Financial Institution Group, there are substantial differences between the two.

Indeed, Financial Institution Groups, especially those large Financial Institution Groups that are at the heart of the financial system, often have a direct and huge impact on the entire system, even the macroeconomy, so once these institutions are in crisis, they are often prone to systemic crises. This is the case we saw in the Lehman bankruptcy.

Institutions with systemic risk are often large Financial Institution Groups, but systemic risk is not the patent of large Financial Institution Groups. All institutions that have a direct and huge impact on the economy and finance as a whole are institutions with systemic risk. Evergrande is one of them.

There are three reasons for this.

First of all, the real estate itself in China belongs to the giant industry, and its upstream and downstream implication is very wide, from steel and cement to home appliance decoration, some studies believe that these industries together ** the country’s gross domestic product (GDP) ratio may be close to 30%;

Second, real estate is closely linked to the financial system. When real estate goes wrong, the land market will soon follow. A large amount of financing in China is based on land and real estate as collateral. Once the value of these collateral shrinks, the risk will immediately spread from real estate to the financial sector;

Finally, Evergrande is a typical leader in the real estate industry, and its survival has a significant impact on people’s views on the entire real estate industry, and even on China’s economy.

Evergrande is so important, so how should we handle the current crisis?

First, Evergrande’s self-rescue seems to be very difficult to succeed. Evergrande has been in danger for two years. If self-rescue can work, we don’t need to discuss whether to rescue Evergrande today.

Second, use a market-oriented approach to solve Evergrande’s problems.

First, let Evergrande go out of business. This is difficult because Evergrande is a company with systemic risk. Second, let other companies in the industry merge and acquire Evergrande. This is a better approach because real estate is a sector with a certain technical threshold, and companies in other industries do not easily learn how to run a developer efficiently in a short period of time.

But there are two difficulties here, one is that Hengda’s scale is too large, in 2020 before Hengda’s accident, Hengda’s housing sales area was as high as 80.86 million square meters, ranking first in the country; the other is that Hengda has been suffering for a long time, and no one knows how big a hole there is. The resources required to acquire such a giant company may not be what a developer can have.

Third, the government intervened to rescue Evergrande.

First, the government only plays a coordinating role, allowing companies in the industry to acquire Evergrande, or establish a consortium, with money, such as the Financial Institution Group, and powerful contributions, such as developers. However, as mentioned above, this path is currently not feasible.

The second is that the government provides a small amount of funds, and then joins social funds to jointly acquire Hengda. This method is better, but the coordination cost is higher.

The third is for the government to directly take over Evergrande. This approach is the simplest and most straightforward, and can control the spread of risk in a short period of time. But the biggest problem is that the government does not know how to run a real estate developer well, and it is still such a huge and opaque developer.

From the current situation, each plan has advantages and disadvantages. Rescuing Evergrande, no matter what method, will create a certain moral hazard, but because Evergrande is a company with systemic risk, this forces us to compromise.

Rescuing Evergrande requires two resources, one is technology and the other is funding.

The government and some large companies outside the industry have capital but no technology, and companies in the industry have technology but no capital. Therefore, the best way is to form a consortium and give full play to their respective strengths.

But the drawback of this is also obvious. How to assemble a suitable team is very difficult, which takes time, but whether Evergrande’s crisis has left us enough time is something we don’t know. A direct government takeover can immediately stop Evergrande’s bleeding, but subsequent operations are beyond the government’s ability.

But this approach is not completely impossible. In this regard, we can still learn from the treatment of Silicon Valley Bank by US regulators. On March 10, 2023, US regulators took over Silicon Valley Bank. Just 16 days later, the regulatory bank found the next home for Silicon Valley Bank – First Citizens Bank (First Citizens BancShares).

Many people now have an understandable sense of anger towards Evergrande, especially those who paid for a house but couldn’t get it.

In the future, even if we rescue Evergrande, it will not be all bailouts. We should rescue homebuyers who cannot get houses and suppliers who do not get the money, but we should let Evergrande’s equity go to zero, most of its debt is impaired, and all executives are dismissed, just like the way US regulators handled Silicon Valley Bank.

But the most important thing at the moment is to stop the bleeding of Evergrande and stop allowing its risks to accumulate and spread. At the same time, we should preserve good evidence to lay a good foundation for future accountability in a rule of law manner. Looking at the overall situation, the government should find a way to take over Evergrande as soon as possible.

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Choose sleep aid health home appliances with standards

China Consumer News Beijing News(ReporterSang XueqiOn November 29th, the 2023 China Health Home Appliance Conference hosted by Zhongjiayuan (Beijing) Testing and Certification Co., Ltd. was held in Beijing. The forum was held online and offline with the theme of "Certified Sleep Aid · Health Companion". The meeting showcased 7 advantageous products that have obtained the first batch of CHCT "Sleep Grade Low Noise" certification in 2023.

"From the initial establishment of a health appliance evaluation system, to the launch of health index certification, and now that mandatory national standards for health and safety are about to be introduced, the health appliance industry has developed rapidly." Zhang Xiao, deputy director of the Testing Institute of the China Household Appliances Research Institute, pointed out that the development trend of health appliances in the future will eventually move towards scene evaluation, towards the evaluation of people, and sleep is one of the most important household health scenarios. Factors such as sound, light, temperature and humidity that affect sleep are closely related to home appliances.

According to reports, in 2021, the China Home Appliance Research Institute, as a pilot unit, undertook the national household appliance consumer product standardization pilot project (smart and healthy home), and sleep assistance was also one of the key research topics.

Chen Yanbo, a PhD from the Institute of Pattern Recognition at Beijing University of Technology, said that sound, light, color, temperature, smell, etc. are all factors that affect the sleep environment. An individual’s emotional state also has an impact on sleep, and it not only directly affects sleep quality, but also largely shapes people’s perception of the surrounding environment.

It is reported that the China Home Appliance Research Institute and the China Standardization Association have approved two group standards, "Technical Requirements and Test Methods for Sleep Assisting Functions of Air Conditioners" and "Technical Requirements and Test Methods for Sleep Assisting Functions of Massage Chairs", to promote the development of the home appliance industry in the direction of healthy sleep assistance. For the first time this year, CHCT "Sleep Grade Low Noise Certification for Household Appliances" was launched, aiming to take an important step in the evaluation of sleep scenes from the perspective of noise. Zhang Weichao, deputy director of the Health Appliance Testing Center of Zhongjiayuan (Beijing) Testing and Certification Co., Ltd., explained that the sleep assistance function of an air conditioner refers to the improvement of environmental conditions such as temperature and humidity, airflow, sound, light, and smell, so as to assist in creating a better sleep environment and help users fall asleep or improve sleep quality. Its core technical indicators mainly include noise, air supply function, comfort, display light source, temperature and humidity control function, odor release, air purification, fresh air function, and sleep assistance substances. The sleep assistance function of a massage chair refers to the function of relying on mechanical pressure, air bag pressure, material magnetism, and electric heating to act on certain parts of the human body, thereby helping users fall asleep or improve sleep quality. The core technical indicators mainly include heating function, magnetic function, odor release, and special functions. Cradle mode, pressing feet, shoulder and neck massage and whole body stretching massage, etc.). "The formulation of these two standards has given specific quantitative indicators for the sleep assistance function of home appliances, and opened up the road for the sleep assistance field of home appliances," Zhang Weichao said.

Chen Songtao, director engineer of the Health Home Appliance Testing Center of Zhongjiayuan (Beijing) Testing and Certification Co., Ltd., said that the "sleep-level low-noise" certification of home appliances is designed to meet consumers’ growing requirements for sleep scenes and quality of life. It places strict requirements on the noise in the life scenarios of home appliances, and it is necessary to ensure the basic performance indicators of home appliances under the premise of low noise. At present, the certification covers humidifiers, fresh fans, air purifiers, dishwashers, washing machines, clothes dryers, electric clothes dryers, electric toilets, and cleaning robots. The product categories will continue to expand in the future. " The certification implementation rules specify the corresponding technical requirements and test methods for each product, and the index requirements are more stringent, and they are set according to the characteristics of the product. "Chen Songtao said.

In addition, *******, director of the Secretariat of the Health Care and Similar Appliances Sub-Technical Committee of the National Household Appliance Standardization Technical Committee, said that the formulation of three mandatory national standards, "Household and Similar Appliances, Electrical Appliances Safety Specifications", "Household and Similar Appliances, Energy Conservation and Environmental Protection Specifications" and "Household and Similar Appliances, Health and Safety Specifications", is in the final stage. These three mandatory national standards will replace more than 100 current mandatory standards for home appliances. Among them, the health and safety standards are streamlined and integrated with GB 21551 series standards, GB 17988 and GB 19606 standards, and the technical indicators are mainly divided into two directions. On the one hand, it is health and safety, including ultraviolet leakage, noise, electromagnetic radiation (EMF), ozone leakage, TVOC concentration, and hygiene and safety of food contact materials. On the other hand, it is health protection function, which currently mainly involves air purification, sterilization, virus removal, antibacterial and antifungal materials, and antiviral materials.

"Home appliance consumers pay more attention to quality and price ratio, and consumer demand is also showing a polarized trend. Therefore, the development of healthy home appliances needs to identify the segmented needs of consumers." Wang Hongji, general manager of the white electronics business department of Beijing Zhongyikang Times Market Research Co., Ltd., believes that the trend of integration of home appliances and home improvement is becoming more and more significant, and in the future, healthy home appliances need to implement healthy functions in the scene. In the future, healthy home appliances will show effective integration with intelligence, integration with energy-saving products, high-end products, partition washing, and healthy and clean home appliances. There are seven development trends of refrigerator sterilization and preservation, and healthy sterilization and air conditioning.

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Ma Shanglong | Materializing Chinese hegemony, wealth, and homesickness in the age

Original, Ma Shanglong, Shanghai Xiaolong Lane

Women love tianjiao, men like to dominate. When Santana couldn’t afford it, men made their dream a Rolls-Royce – the Rolls-Royce of the moped drove to Shanghai. Baofu’s advertisement is "Rolls-Royce of the moped".

** the most powerful thing is to reduce the 50cc light ride to 49cc, no longer belongs to the motorcycle series, and can ride without a driver’s license. The flood of mopeds and ** also began

Piaggio should be translated as "Piaggio", but "Baofu" seems to be more domineering. It is not particularly exaggerated to call it the Rolls-Royce of the scooter. When Baofu first entered the Shanghai market, it was only sold in overseas Chinese stores, not only for money, but also for overseas Chinese exchange coupons. Driving on the road, compared to the "one-pull" permanent scooter, Baofu was very angry. At that time, there was no concept of private car buying.

The Chinese are really good at taking advantage of loopholes. The moped is a concept that only China has. Bawu belongs to the moped in Italy, which is the "light ride" in the Chinese concept. Its power is 50cc, not 250cc or more of motorcycles. Although it is a moped, it still belongs to the category of motorcycles and has a government-stipulated light ride driver’s license. The most powerful thing about the Chinese is that they downgraded the 50cc moped to 49cc, which no longer belongs to the motorcycle series. You can ride without a motorcycle driver’s license. Later, the flood of mopeds in Shanghai started with 49cc, what Thomson, Firebird, Jialing… Later, the all-powerful traffic police brigade disappeared like this. Why? You know.

At that time, more than 10,000 yuan a Baofu, now it seems that it can be compared with the car around 200,000?

The real "materialization era" of the Chinese people began in the 1990s.

Before, especially until the 1980s, the Chinese mainland had been in the "age of dematerialization." A person who was named a model worker was rewarded with a certificate on the wall, at most an enamel cup and a notebook, and society was very poor in material goods – a typical dematerialized society.

After the 1980s, society used material things as a standard and weighing instrument to transform into spiritual life. Giving high rewards to advanced workers is a materialized reward, donations to help the poor and disaster relief, and materialized goodwill; a diamond ring "passed down forever" at a wedding is a materialized love. Material has shown an unprecedented role in any aspect of society – the age of materialization has arrived.

The whole people are doing business, the overnight wealth of stock subscription certificates, the sudden emergence of "Yang Million" and other social coordinates, and the desire of the Chinese to get rich can be said to be "suddenly like a spring breeze, thousands of trees and pear blossoms".

Diamonds last forever, one will last forever, provided that there is money, there must be enough money — the core value of the materialized era

In 1994, there was an advertisement for making a fortune that went with public opinion: "Hengyuanxiang, sheep make a fortune". It’s really funny in the new year. Shanghainese people prefer to read it as "making a foreign fortune". Making a foreign fortune is the ability of Shanghainese in the old days, making money from foreigners, and it is also a true record of going to Japan to study in Australia in those years to really make a foreign fortune.

1994 was not the Year of the Sheep in the lunar calendar. Apparently, Hengyuanxiang was excited about his "Sheep Fa Cai" advertising ideas, but he couldn’t wait for the next round of the Year of the Sheep to arrive in 2003. So in the year of brainstorming, he took it out and shared it with people, singing loudly: Hengyuanxiang, Sheep Fa Cai. I remember that the TV station also did advertisements one after another on each channel. It was much more cultured than the current Granny Zhang sea cucumber and decoration advertisements, like a child’s voice reciting the "Three Character Classic": Hengyuanxiang, Sheep Fa Cai. "Sheep Fa Cai" is an octave high with an exclamation mark.

The dream of making a fortune is the true Chinese dream of the Chinese people

But maybe Chinese people still like to "make a fortune in silence". A few days after the sheep made a fortune, the TV advertisement was changed: Hengyuanxiang, sheep, sheep! Still like a child’s voice reciting the "Three Character Classic", still "sheep, sheep" is an octave high with an exclamation mark.

The 1999 Hengyuanxiang calendar card I saw is still "Sheep Fa Cai". I believe that this is no longer Hengyuanxiang’s social advertisement, because the calendar card has long been out of the enthusiasm of Shanghai people every year, and may just be a small gift from Hengyuanxiang’s sales channels.

The unintended spin-off of "Beijingers in New York", Kong Fu’s wine, is homesick

Also in 1995. The 1990s was the most memorable and memorable decade in many Chinese people’s lives.

The materialized era brought material things, people would be materialized, and things would also be humanized. "The wine of the Confucius Mansion makes people homesick" is the most successful integration of materialization and humanization.

The separation of family ties among the Chinese people was the most prominent syndrome of the 1990s. A large number of foreign people who cut the queue made a fortune, but at the expense of family ties and even the breakdown of marriages and families; there is a more turbulent wave that has already hit, that is, the wave of migrant workers that has not yet calmed down.

"Homesickness" became the voice of the times for the first time, and that bottle of wine took advantage of the opportunity to imitate Dukang and relieve sorrow.

From the educated youth going to the mountains and going to the countryside in the 1960s, to the foreign queue jumping in the 1990s, to the emerging migrant workers, homesickness has become the theme of social and people’s livelihood in China for half a century

The endorsement of this advertisement is Wang Ji, and the background song of this advertisement is Sun Nan’s "I Pursue You for Thousands of Miles". Before that, in 1993, the TV drama "Beijingers in New York" was a big success, Wang Ji was the star, and "I Pursue You for Thousands of Miles" was the theme song – it can be said that the full value of Kong Fu’s wine is almost this advertisement, which is such a eight-word sentence: Kong Fu’s wine makes people homesick.

Family love, in the materialized era, has become a social public issue, and a bottle of wine is the first to be handed in in this public issue examination room.

This article is the third of "The Three View Curve of Shanghai Street Advertising in Forty Years"; one of the two is the first two official accounts "Jinsky blinked out the desire of Chinese women" and "The leader of the Celebrity Gate, the new wife, the girl in red, how to rival her wearing Tianjiao".

Thank you to many friends for leaving messages on my last official account, giving their impressive advertising slogans, and I also enjoyed it.

(The photos in this article are all selected from the Internet, and I would like to express my gratitude to the photographer and editor of the original photos.)

Ma Shanglong

Member of the Chinese Writers Association, director of the Shanghai Writers Association, deputy director of the professional creation committee of prose reportage; editor

Deputy Director of the Shanghai Municipal Committee Publishing and Media Committee

Chairperson of Mingfu Library, Huangpu District, Shanghai

Consultant of Shanghai Pingtan Troupe Art Committee

Ma Shanglong Director of Haipai Culture Studio

The works are mainly divided into three series, namely the essay series such as "Humor Should Laugh at Me" and "Students with Celebrities", the Shanghai series such as "Made in Shanghai", "Why Shanghai" and "Shanghai Women", and the essay series such as "Roll Sign Language" and "Some Meaning You Never Understand".

The new book published in 2019 is "Shanghai Road Numbers".

Several books published in recent years are available online, at publishers and in physical bookstores.

The original title: "Ma Shanglong | Materializing Chinese Hegemony, Wealth, and Homesickness in the Age"

Read the original text

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79,800 yuan! The price of BYD Qin PLUS will fall below 80,000 yuan.

On February 16th, IT House quoted sources as saying that BYD Qin PLUS and destroyer 05 were about to launch a new model with "Glory Edition", and the official guide price dropped to 79,800 yuan.

In the same period of last year, when BYD Qin PLUS DM-i went public, it launched a "Champion Edition" model of 99,800 yuan, and the price of DM-i model dropped to less than 100,000 for the first time, accelerating the same price of oil and electricity. After several rounds of price reduction, the price of Qin PLUS DM-i fell below 90,000 yuan for the first time at the end of last year, which was 89,800 yuan.

It should be noted that price is only one of BYD’s competitive means. Facing 2024, BYD will usher in a wave of intelligent upgrading of its models, and more than 10 intelligent new cars will be launched during the year.

Intelligence has also become the focus of BYD’s product upgrade in 2024. Wang Chuanfu, chairman of BYD, said that in the future, 100 billion yuan will be invested in the field of intelligence to realize the selection of high-level intelligent driving systems in models with a price of more than 200,000 yuan, and high-level intelligent driving systems will be standard in models with a price of more than 300,000 yuan.

A few days ago, Zhao Changjiang, general manager of BYD’s Tengshi brand sales division, issued a document saying, "Go back to the network reply on the other side half a month ago! Say that you are an auto software company, as if we are not or weak! I’m telling you, we’re strong now! In 2024, you will encounter serious challenges of intelligent assisted driving systems and models. For example, Tengshi N7 will change the market structure and beat Y models! "

(Proofreading/Deng Qiuxian)

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Fierce than a raptor! What do you think of the pre-sale of 126,800 pickup trucks for the Great Wall Gun?

Which one do you think of when you mention high-end pickup trucks? Toyota Road, Ford Raptor? I promise, if you pay attention to its release on August 18th, there will definitely be only one answer to this question in the future: Great Wall Cannons and Pickups. Speaking of the Great Wall Cannon pickup truck, it is much more "genuine" than those high-priced pickup trucks. What knocked on the blackboard was that at the press conference, Great Wall Motor not only released the new brand of Great Wall Cannon, but also officially opened the pre-sale of the Great Wall Cannon pickup truck, with the price range of 126,800-159,800. For this reason, domestic pickup fans are all boiling!

In fact, since the first appearance of the Great Wall Gun, many people have been curious about why this brand was named after "Gun". On the battlefield, "cannon" is a powerful weapon, and "cannon" has naturally become synonymous with strength and energy in everyone’s cognition. Named after "Cannon", it also reflects the strength and determination of Great Wall pickup truck to enter the international market once in generate.

Release a brand-new logo

At this brand launch site, Great Wall Gun also released a brand new logo. This logo evolved from the letter "P", which has the triple meanings of "POWER strength and strength", "PK challenge and innovation" and "PERFECT perfection and extreme life", and seamlessly matches the connotation of freedom, fearless challenge and pursuit of perfection of the Great Wall Gun.

The Great Wall pickup truck has always been praised as "national pride", and this time the Great Wall Gun has set its sights on the global market while basing itself on the domestic market. In other words, the Great Wall Gun will face the international mainstream pickup truck brands such as Toyota and Ford on the international stage. To this end, the Great Wall Gun has also determined the "1-2-3" global development strategy, that is, to maintain the absolute first domestic and export sales; By 2020, the annual sales will exceed 200,000; In 2025, the cumulative global sales exceeded 3 million.

Create the strongest ecological circle of pickup culture

The release of the pickup truck for the Great Wall Gun also officially opened the "one gun and three rings" plan of the Great Wall Gun. In the future, the Great Wall Gun will focus on users and create a full-scene pickup truck life around three dimensions: super products, super services and super experiences. To this end, at the press conference, the Great Wall Gun also established the "Great Wall Gun Alliance" in conjunction with outdoor clubs, modified brands, sports brands and public welfare organizations.

In the future, members of the Great Wall Gun Alliance will realize the open sharing of marketing promotion, peripheral products, space and user circles, and gather various forces to make pickup trucks popular and become a culture. With connotation and ambition, it is the most appropriate summary of the Great Wall Gun brand. The connotation of a brand often needs to be based on the quality of the product in order to become a super brand with connotation, ambition and strength.

BMW 8AT gearbox with the same model

As for the specific strength foundation of the Great Wall Gun, we might as well take a look at the newly released Great Wall brand passenger pickup truck. In terms of basic hardware configuration, the pickup truck for the Great Wall Gun is equipped with ZF 8AT gearbox and 2.0T gasoline engine of the same model as BMW. It is worth noting that this 2.0T engine is independently developed by Great Wall, with 4 cylinders in line, with a maximum power of 140kW, a maximum torque of 360N·m and a maximum torque and speed range of 1800-3600r/min, which meets the national emission standard of 6 B..

At the same time, this engine is also equipped with 350bar fuel injection system, double balance shaft, timing mute system, intake/exhaust VVT, etc. The stability, NVH characteristics, power and environmental protection of the engine have been greatly upgraded. Motorists who are familiar with Great Wall Motor should know that the Great Wall auto start is located in pickup trucks, but it also plays an important role in the SUV market. At the moment when the high-end process of pickup trucks is highlighted, the Great Wall has also made full use of its advantages in SUV and made full preparations for the interior of pickup trucks.

The cab of the pickup truck used for the Great Wall Gun comes standard with a six-way main driver’s electrically adjustable seat. The seat has its own electric heating function and is equipped with dual-temperature automatic air conditioning. More than 100 partitions/sound absorption treatments and multi-link rear suspension applications are set in the car, which greatly improves the driving comfort. In addition, the pickup truck for the Great Wall Gun is also equipped with TOD intelligent four-wheel drive, high-strength cage body of the whole vehicle, ESP with the latest generation Bosch 9.3 version, equipped with 360 look around, reversing image, parallel assistance, intelligent forward looking, 12 radar probe and so on.

This car also adopts a brand-new car networking technology, which can realize functions including intelligent voice control and intelligent dynamic information service. It is equipped with L2-level automatic driving technology, matching ACC adaptive cruise, lane keeping, intelligent driving assistance and other functions, and can realize assisted driving, environmental awareness, planning and decision-making and other functions.

Oh, yes! Another point is to inform you that the Great Wall Gun is built on the new P71 platform of Great Wall Motor, which is safer, more comfortable, lighter and more extensible. It can also derive more than 100 models with different sizes, different power and different driving forms, such as commercial pickups and off-road pickups. It can be said that the birth of the Great Wall Gun means that Great Wall Motor is accelerating the globalization process in an all-round way, opening the era of pickup trucks and making pickup trucks the mainstream cars!

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Extreme krypton IPO: a valuation stop loss in the "reverse growth cycle"

Wen | Tan Qing said AI, author | Zheng Kaiche

In the matter of building a car, although everyone has different resource endowments, US stocks seem to be a common destination.

Less than three years after its establishment, Krypton is finally going public in the United States.

With capital technology and other resources, coupled with its strong brand-building ability, Geely has successfully created a valuation of nearly 100 billion yuan. The IPO road is obviously faster than Tesla and Wei Xiaoli. Although there is Geely’s support behind it, the speed of this IPO has surprised many investors.

The extremely krypton IPO was interpreted by the outside world as a powerful counterattack by the traditional car-making forces. It’s just,Look closely, although this hand counterattack is menacing, it still lacks some internal force.

This IPO, the planned amount of funds raised is not high, and the planned financing is 1 billion US dollars, compared with the expected valuation of 18 billion US dollars.This fundraising plan is still a bit conservative.Conservative fundraising plans often have a cause, either because the industry valuation is not ideal or because they are not confident in their own growth value.

In short, lowering the planned fundraising may make it easier for the IPO to succeed. After all, before the growth is really realized, the valuation will still be variable, and the current market valuation of new energy car companies is not the highest point, and it is more pragmatic to be conservative.

From an external perspective, this may be related to the financial demand for funds. After all, after two and a half years of operation, the accumulated loss of Krypton is as high as 16 billion yuan. According to the data of Tianyancha APP, in February this year, the A-round financing was 750 million US dollars, and the valuation reached 13 billion US dollars.

Under the continuous loss, the "second generation of cars" will be "independent" after all. It is also a road that needs to be taken after all to get out of the arm of the parent company and run its own profits and losses.

Geely’s plan to split Krypton and list it independently has been planned for a long time. In October 2022, Geely Automobile planned to split and go public. So, why wait until now to go public?

From the financial point of view, the conditions for split listing are also mature.

According to the data in the prospectus, the revenue from 2020 to 2023 was 3.185 billion yuan, 6.528 billion yuan and 31.899 billion yuan respectively, and the revenue growth rate in 2021 and 2022 was 104.94% and 388.69% respectively.

What is this concept?

Let’s look at Tucki. In the corresponding reporting period, Tucki’s revenue was 5.844 billion, 20.988 billion and 26.855 billion respectively, and the revenue growth rate in 2021 and 2022 was 259.12% and 27.95% respectively.

In other words, from 2021 to 2022,Krypton’s revenue scale and growth rate have surpassed that of Xpeng Motors.

Compared with Weilai and Ideality, the latter’s revenue in 2022 was 45.507 billion and 45.287 billion respectively, with growth rates of 37.19% and 67.67% respectively. If krypton can maintain a similar growth rate, then krypton is likely to come from behind in terms of revenue scale.

At least for now,Weilai revenue > ideal revenue > krypton revenue > Tucki revenue.

Let’s look at the net profit.

From 2020 to 2023, the net profit of Krypton was 104 million yuan,-4.514 billion yuan and-7.655 billion yuan respectively. In the same period, the figures in Tucki were-2.732 billion,-4.863 billion and-9.139 billion. Obviously, Krypton has more revenue, less losses and higher management quality than Tucki.

The other two companies had less ideal losses, with net profits of-166 million,-321 million and-2.032 billion respectively, and the net profits of Weilai were-5.304 billion,-4.017 billion and-14.437 billion respectively.

As far as losses are concerned, Weilai > Tucki > Extreme Krypton > Ideal.

Coincidentally, the current ideal market value of US stocks is US$ 44.8 billion, which is greater than US$ 16.3 billion in Tucki and US$ 13.8 billion in Weilai. That is to say, from the perspective of profit valuation, if Krypton is valued at $18 billion, it is just between the ideal and Tucki.

Overall,No matter from the revenue valuation or profit valuation, with the current scale and profitability, it has reached a node that can be an independent IPO.

Tan Qing said that AI believes that besides its mature operating conditions, the listing of Krypton may be more influenced by external environmental factors.At this time, it is extremely listed, which may be intended to stop loss.

The first is the stop loss on valuation.

Affected by the market cycle, the secondary market is experiencing a reverse growth cycle. At this time, the extremely listing means more "stop loss" in valuation for shareholders such as Geely.

From the external environment, whether it is a science and technology track or a new energy vehicle track, the growth valuation has been killed. Weilai’s market value has dropped from more than 60 billion US dollars to 13.8 billion US dollars, Tucki has dropped from more than 30 billion US dollars to more than 16 billion US dollars, and even Tesla has dropped from one trillion US dollars to more than 700 billion US dollars.

Even if Krypton waits any longer, it may not have a good valuation window. It is better to go public at this time, relying on its own experience quality and growth ability, and strive for a better valuation as much as possible, at least higher than that in Tucki.

Extreme krypton has this confidence.

On the one hand, the average bicycle price in Krypton is better than that in Tucki.

Taking the data in 2022 as an example, the sales revenue of vehicles (19.67 billion) and the sales volume of krypton in 2022 were 71,941 vehicles.

According to the accounting, the income of extremely krypton bicycles is about 270,000. In the same period, Weilai was 370,000, Tucki was 210,000 and Ideal was 330,000.

On the other hand, Krypton’s gross profit margin performed better.

In terms of gross profit margin, Krypton’s gross profit margin was 10.5% last year, while it was 21.22% in the same period. Tucki’s gross profit margin has not yet turned positive, and Weilai’s is only 1.28%.

The listing of MPV Extreme Krypton 009 raised the average selling price of bicycles in the first half of the year. The average selling price of bicycles in the first half of the year was 309,000 yuan, up 30,000 yuan year-on-year. In addition, with the increase in product sales and the support of Geely’s industrial chain, the cost of building a car is also declining. As these advantages are further revealed, the performance of Krypton may have more room for release.

Therefore, IPO may not be the best time at this time, but it is indeed a more suitable time for valuation.

Second, the financial stop loss.

Finance here does not mean extreme krypton, but Geely. Geely is not only a brand of extreme krypton, but it is indeed a one with more losses.

In August this year, Geely released its financial report for the first half of this year. The company’s total revenue increased by 25.8% year-on-year, slightly increased by 1% year-on-year, and its gross profit margin was 14.4%. Compared with the same period last year, it decreased by 0.2 percentage points. In this unsatisfactory net profit data, it is difficult to ignore the loss impact caused by extreme krypton and Lectra.

Next, the competition in the whole automobile industry will become more intense, not only in the new energy market, but also in the fuel market. Therefore, financially, Geely does have a lot of pressure.

In fact, if the losses continue, the impact of Krypton on Geely’s finance will be no less than a "bad asset". If Krypton’s independent listing is successful, then Geely’s pressure will be relatively less.

Maybe,The listing of krypton is not only a kind of "sizing up the situation", but also a kind of "having to do it".Even in the "reverse growth cycle" of the secondary market, the market will not give a satisfactory price.

For Krypton, IPO means to really "grow up" and decide your own destiny in terms of brand, product and manufacturing.

According to the prospectus, 90% of the fund-raising plan is related to further expansion of business, such as investing in research and development, increasing product portfolio, and further improving the service network and energy-supplementing facilities network.

In other words, before the product can truly achieve large-scale hematopoietic capacity, krypton still needs a considerable amount of fresh blood from the secondary market.

From the perspective of business structure,The main automobile sales business urgently needs to form a stronger positive cycle ability.

In krypton business, automobile sales accounted for 61.9%, battery and other parts sales accounted for 34.6%, and R&D services and other services accounted for 3.4%. Among the three major businesses, the gross profit margin of Krypton automobile sales business is actually not as high as expected.

In comparison, the gross profit margin of extremely krypton vehicle sales in 2022 was 4.69%, and Wei Xiaoli was 13.70%, 9.45% and 19.09% in the same period.

Gross profit margin is so low,It is because of the market strategy of exchanging price for quantity in the early stage of product launch.

One fact is that most of Krypton’s revenue is supported by 001. In terms of the sales proportion of the brand, before January 2023, there was only one product, 001, and after delivery began in October 2022, the sales volume was more than 10,000 vehicles for three consecutive months.

In February, 2023, after the new car was delivered, the sales volume of Krypton 001 dropped to 88%, and in July, it dropped to 51%, and in September, it returned to 71%.

From this point of view, the sales volume of Krypton 001 is still very large.

I understand that it is impossible to "eat all over the sky in one stroke" by changing the price with the price of Extreme Krypton 001, so I immediately launched Extreme Krypton 009 and Extreme Krypton X, which respectively correspond to hunting MPV and young personalized SUV market segments.

In addition to exchanging price for quantity, the big move released by Krypton is"product positioning and market segmentation win". At the end of October this year, Krypton 001FR, with a starting price of 769,000 yuan, went on the market, which is the ultimate performance of Krypton’s consistent market strategy.

Can this strategy succeed? It remains to be seen.

After the launch of new models such as Extreme Krypton X and Extreme Krypton 009, the brand has indeed gone up, and the price of bicycles has also gone up. Extreme Krypton has firmly established itself in the luxury market.Although the price has gone up, the sales volume of 001 is still very high.

Of course, this may also be related to the production side.

On the one hand, in the case of insufficient production capacity of its own factory, it may still be necessary to hand over some models to Geely for production, which means that even if it comes to IPO, it may still not have complete autonomy in production.

On the other hand, for Krypton, it also needs a climbing process from the release of new products to the release of production capacity. The production capacity of 001 is sufficient, but it is still unknown whether other product lines can successfully complete the capacity climbing.

Whatever the reason,A situation that cannot be ignored is that there is not much time left for krypton.

From the data point of view, the driving force of 001 sales growth is declining. The sales data show that from January to September 2023, the cumulative sales volume of Krypton 001 reached 52,998 vehicles, down 26.33% year-on-year.

Judging from the prospectus, a number of models have been launched.And further research and development of more models to put on the market and spread the product line is a road that has been selected.

According to the prospectus, in 2020-2022 and the first six months of 2023, the R&D expenses of Krypton were RMB 23 million, RMB 3.16 billion, RMB 5.446 billion and RMB 3.189 billion respectively. The expense rates are 1%, 48%, 17% and 15% respectively. We compare the R&D expenditure in 2022, and the ideal R&D expenditure rate is 15%, Weilai 22% and Tucki 19%.

Further, the prospectus shows that 50% of the expenses of Krypton during the reporting period are consulting fees, SEA (Geely Vast Architecture) licensing fees and verification and testing fees.

In other words, half of the research and development expenses are actually given to Geely for the development of new models on the vast architecture. Eager to develop new models and put them on the market,It also seems to explain from the side that the strategy of market segmentation and niche brand style can not support the growth of revenue scale.

Tesla, Ideal, Tucki and Zero Run have all proved that,The real success of building a car is not the success of the niche market, but the success of the mass market.

Why is the sales of Krypton 001 so good? Not because he is a hunting car, but because he can play Krypton 001 in the whole large market of medium and large cars. Therefore, even if we dig deeper into market segments such as MPV, we really can’t support real sales. What Krypton really lacks is to find another mass market product besides 001.

This product is Krypton 007, which appeared at Guangzhou Auto Show.

Extreme Krypton 007 brings an 800V platform and dual motors, with a starting price of 229,900 yuan. In addition, 007 is equipped with an 8295 chip, a 90-inch smart light screen and three laser radars, and its hardware configuration is full.

In the medium-sized car market, Krypton obviously put more chips on it.

Compared with the products of Krypton brand in the past, Krypton 007 faces a more rational market and more intense competition. This market not only includes Tesla Model3, but also Tucki P7 and BYD Han EV, which is the most competitive market for new energy. This also means that the former "car second generation" began to walk out of the comfort zone and walked into the most important main battlefield of new energy vehicles.

"This market is extremely awkward and does not have overwhelming product advantages." Xiao Guo, a brand salesman, said: "Judging from the newly released product information of Krypton 007, it seems that Krypton still emphasizes the hardware parameters of the product, but when users in this market make decisions, after the test drive experience, their intellectual driving ability will often become the key factor in the final transaction, and the advantages of Krypton in this respect are not obvious."

In 2022, Krypton once said that it would put into production L4 self-driving cars for the C-end consumer market in 2024, and Krypton also cooperated with Mobileye to pave the way for the intelligent driving ability of Krypton cars.

Once the rhetoric has gradually arrived at the moment of landing, what kind of answer sheet will Krypton hand over? Can this answer sheet satisfy the market? Perhaps the next secondary market will give the fairest judgment.

What will happen to the performance of krypton IPO? It is worth our common expectation.

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Inheriting oriental aesthetics, Hua Xizi introduced intangible culture into fashion makeup.

The article was authorized to be transferred from WeChat official account: the forefront of entrepreneurship (ID: chuangyezuiqianxian) Author: Teacher Li.

In the past year or so, new domestic products and consumer goods have become a trend. In the category of make-up, a series of beauty brands focusing on Chinese style are constantly emerging. However, in the field of many brands with fierce competition, most domestic cosmetics brands with labeled products and lack of innovation are gradually eliminated, and brands with truly excellent product strength stand out.

In the consumer goods market, word of mouth means everything. At present, in the field of beauty cosmetics, Hua Xizi, with the brand concept of "Oriental make-up, keeping makeup with flowers", has quietly risen.

Behind Hua Xizi’s success is not only a strong product strength, but also its profound understanding of traditional culture explains the connotation of domestic beauty.

Endowing tradition with fashion and beauty, skillfully blending Miao culture.

In the impression of consumers in the past, makeup fashion is far from the elements of traditional culture, and it is difficult to effectively integrate their characteristics. How to combine traditional culture with modern fashion culture skillfully is a difficult problem faced by domestic cosmetics brands.

The answer to this problem can be interpreted in Hua Xizi’s brand. Hua Xizi brand was born on March 8, 2017. The word "flower" in Hua Xizi refers to "keeping makeup with flowers" and the word "Xizi" is taken from Su Dongpo’s poem "If you want to compare the West Lake to the West Lake, it is always appropriate to make light makeup and heavy makeup".

In the products launched by Hua Xizi, traditional culture is everywhere. Take Hua Xizi’s "Carved Lipstick" as an example. This lipstick is different from other lipstick products that only work hard on external packaging, and the micro-carving process is moved to lipstick paste. At present, this lipstick sells more than 100,000 pieces a month, and keeps Tmall’s high score of 4.9 points.

Huaxizi carved lipstick

The excellent market performance of this lipstick also proves that the combination of traditional culture and fashion is not a dead end, but requires ingenious creativity.

In Hua Xizi’s product lineup, carved lipstick is not a case. Since its establishment, Hua Xizi has launched dozens of makeup products that reproduce traditional oriental crafts. This time, Huaxizi, relying on its unique creativity, launched a series of products with Miao’s intangible culture.

It is understood that the Miao Impression Gaoding series is inspired by the Miao Yin craft of a few famous Miao people. Miao silver ornaments have long been important first ornaments and wedding supplies in Miao areas. For the Miao people, Miao Yin is a "fashion" element preserved in the long history, with unique oriental beauty.

Hua Xizi joins hands with fashion anchor Li Jiaqi to explore Miao Yin culture.

However, the Miao silver jewelry handicraft, which belongs to the intangible culture, is on the verge of disappearing, and its unique oriental charm is gradually forgotten.

Out of the sense of mission for the inheritance of traditional culture and the insistence on "Oriental beauty", Hua Xizi went deep into Miao village to explore the art of Miao silver ornaments, took Miao elements as design inspiration, and combined Miao Yin skills with modern technology to create a series of Miao impression advanced customization products.

In the final series of Miao impression products, this unique oriental beauty also appears with a new look. In the series of Miao impression products, Hua Xizi combined the engraving technology with the oriental micro-carving technology to reproduce the Miao silver-making technology on the products. In addition, Hua Xizi also carved the ancient and mysterious totem "Mother Butterfly" and flowers and plants into the products.

Huaxizi Miao Impression Gaoding Series Gift Box

When consumers use Miao Impression series products, their unique totem labels and cultural connotations will also make consumers look brand-new.

The "Miao Impression" high-definition gift box takes the shape of oriental makeup and blends into the Miao customs. It is inspired by the Miao girl skirt, decorated with Miao Yin pendant, batik and Miao Xiu, and made of high-quality leather. The high-definition version of air honey powder "Miao Impression" adopts a brand-new private model design and takes the shape of lotus leaf condensation to interpret the charm of Miao silver ornaments.

Carving of Honey Powder Cake in Miao Impression Series

However, it is not easy to rejuvenate traditional culture in the field of beauty cosmetics. It is reported that Hua Xizi has experienced many twists and turns in the process of developing Miao impression series products. Its appearance lasted for two years. After countless formula adjustments, and thousands of evaluations such as internal testing, external testing, external testing by experience officials and evaluation by makeup college, the product was finally listed.

At the moment when intangible cultural heritage skills are facing the challenge of inheritance, it is very smart to choose to tap intangible cultural heritage to create products. While spreading the intangible culture, the traditional culture also endows Huaxizi products and brand culture with deeper connotations. Through the combination with traditional culture, Hua Xizi has an unexpected advantage in product creativity. This is undoubtedly attractive to young consumers who pursue individuality.

In the process of endowing tradition with fashion, the brand symbol of Hua Xizi’s "Oriental Aesthetics" is deeply rooted in people’s hearts.

Only by understanding "Oriental Beauty" and polishing products can we make domestic products well.

The combination of traditional cultural elements is not unique to Hua Xizi, but the abuse of traditional cultural elements and lack of awe of traditional culture have made many domestic beauty brands mediocre.

In the current domestic beauty field, the phenomenon of product design homogenization and concept labeling is still common. After the novelty of the concept of domestic products disappears, consumers’ expectations for domestic beauty products are rising day by day. How to make consumers accept domestic beauty products is an unavoidable problem for domestic beauty products. Promoting Oriental Beauty is the responsibility of any domestic brand.

However, this problem is not unsolvable. When interpreting traditional culture, Hua Xizi also focuses on excavating the "oriental beauty" in traditional elements, and integrates the "oriental beauty" into the product design process with unique insights.

Take air honey powder, one of Hua Xizi’s explosive products, as an example. This product follows the peach blossom red skin cream, which was specially developed by Princess Taiping in the Tang Dynasty. While following the ancient method, Huaxizi relies on advanced grinding technology to refine the particles of honey powder to three times that of ordinary cosmetics. This process not only inherits the traditional beauty formula, but also uses advanced production technology to rejuvenate the ancient formula.

Oriental cultural products represented by Miao Impression Haute Couture Series are not Hua Xizi’s first attempt. As an oriental makeup brand born in 2017, Hua Xizi has launched a series of innovative products with the mission of inheriting oriental culture and recreating traditional oriental crafts. These products are on a par with international brands, but also stand out from the crowd with unique cultural concepts.

Having a good idea is enough to create an explosive product, but this is not the whole pursuit of Hua Xizi.

In the increasingly competitive beauty field, the good-looking products cannot support the long-term survival of a brand. On the basis of maintaining creativity, Hua Xizi has also made a lot of efforts in product quality. In the process of product making, Hua Xizi insists on the spirit of craftsman, polishes products over and over again, completes every detail, and even pays ten times and one hundred times of energy to develop a product.

For example, for an oil control effect, the product manager needs to find dozens of different oil control ingredients, and test each different ingredient one by one internally, and finally find the ingredient that takes into account the oil control ability and does not dry, so that the product can achieve high-quality efficacy and comfortable skin feeling.

With a sense of responsibility for the inheritance of traditional culture, a unique understanding of traditional cultural elements and high requirements for product quality, Hua Xizi can stand out among a number of domestic beauty brands. The hot performance of Huaxizi products in domestic and overseas markets is enough to show that Huaxizi has gradually become a beauty brand that cannot be ignored and a representative of domestic beauty.

Brand internal and external repair, Hua Xizi goes abroad.

Over the years, the right to speak in the field of beauty has been in the hands of international brands, but the situation is changing.

With the growth of young people’s voices in the post-90s and post-00s, consumers’ pursuit of aesthetics and culture is gradually diversified, and mainstream western aesthetics is no longer all-inclusive. In the process of continuous restoration of national self-confidence and cultural self-confidence, consumers’ desire for local culture is stronger than before. In this context, domestic brands that can resonate with consumers’ national feelings and maintain a good reputation gradually rise.

Relying on the brand concept of "Oriental make-up, make-up with flowers", Hua Xizi walked out of a unique route belonging to domestic make-up.

Looking at Hua Xizi’s journey to fame, it is not difficult to find that its marketing path is the young female group with personalized pursuit in the Z generation, which is inherited from the ancient method of "keeping beauty with flowers" in China traditional culture, carving the dual charm of fashion attributes, cultural connotation and exquisite products with oriental charm, and realizing the capture of more meta-audiences.

Hua Xizi’s firm commitment to products has also been recognized by young domestic consumers. In the dissemination of products and brands, Hua Xizi also conveyed his own experience and brand persistence to consumers, and explained to consumers what domestic cosmetics should look like with a unique product understanding.

While conquering domestic consumers, Hua Xizi also went abroad. Previously, in 2019, Hua Xizi’s West Lake gift box series products had caused a heated discussion on Twitter in Japan. The packaging and texture of Hua Xizi made international friends feel the charm of domestic beauty cosmetics and the unique connotation of Chinese culture. Some Japanese netizens even said that they would like to go to China once to buy Hua Xizi.

Hua Xi zi Xi Hu yin Ji gift box

Hua Xizi sparked heated discussion on Twitter in Japan.

Hua Xizi’s popularity overseas proves a way for domestic brands to rise-brands with local characteristics and profound cultural connotations can help promote national culture and contribute to cultural self-confidence. The excellent performance of Hua Xizi in the domestic market also proves the correctness of Hua Xizi’s brand line of "giving tradition to fashion".

In the era of content marketing, Hua Xizi explored a new way for domestic beauty cosmetics through careful interpretation of consumer demand, re-innovation of traditional culture and persistence in quality. All these persistence and efforts also reflect the brand vision of Huaxizi brand "promoting the beauty of the East and casting a century-old national makeup".

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