Original Ran Hao, Huang Zijian shell nature.

The golden monkey is a very famous rare primate, and everyone may have heard its name more or less. However, in fact, golden monkeys have not only one species, but five species. Moreover, not all golden monkeys are covered with golden hair. Among them, Rhinopithecus brelichi, known as the "only child in the world", is a mixture of black and gold. Its head and deltoid hair tend to be golden, while the hair on its limbs is completely black and looks very special.

Rhinopithecus brelichi, the gray snub-nosed monkey | Photo: Li Guiyun

Recently, the Primate Genome Project initiated by Chinese scientists published a special research issue in the famous academic journal Science, which not only explained the origin of the black and gold mixed hair of Guizhou golden monkey, but also found ancient parents for Guizhou golden monkey, and the story inside was quite tortuous.

A monkey with a nostril facing upwards.

Golden monkeys belong to langurs, whose heads often look a little sharp in appearance. They take plants as their main food, and chewing leaves is a daily thing. The Primate Genome Project reconstructed the spreading route of langurs in Asia for 8 million years, and denied the hypothesis that they entered East Asia through the north, but thought that they arrived in East Asia through the southern foothills of the Himalayas and south to Southeast Asia. And about 7.5 million years ago, the strange-nosed monkey, where the golden monkey belongs, began to rise and became a major force among Asian langurs.

Why is it called a strange nose monkey? Because if you count the golden snub-nosed monkeys, the four genera of the strange-nosed monkeys together can’t make up a Zhou Zheng’s nose-yes, so can the golden snub-nosed monkeys. Their official name is Rhinopithecus, which means that their nostrils are facing the sky.

The famous Sichuan golden monkey also has its nostrils facing the sky. Do you think it will get into the water in rainy days? | Figure worm creativity

Noses facing the sky do not represent the arrogance of the golden monkey, they are just the nasal bone. In the long-term evolution process, the nasal bone completely degenerates and disappears, resulting in a shorter nose, so it seems that the nostrils are a little upturned, which is conducive to increasing ventilation in plateau areas. In fact, the golden monkey is relatively mild among monkeys, belonging to the kind of good temper, and can form large groups. The primate genome project also explains the emergence of this characteristic from the molecular mechanism, which may be related to adapting to the cold climate.

Let’s talk about the color of the golden monkey. In fact, only R. roxellana in Sichuan, Shaanxi, Gansu and Shennongjia, Hubei, China, is really covered with golden hair. It is the first species found in the golden monkey, and it is also the reason why the golden monkey got its name. While Yunnan golden monkey (R. bieti), Nujiang golden monkey (R. strykeri) and Vietnamese golden monkey (R. avunculus) are called golden monkeys, but their hair is mainly black or mixed with black and white.

Distribution areas of five species of golden monkeys | Photo courtesy of Yu Li’s research group, etc.

The Guizhou golden monkey is the third case, which has both golden hair and black hair. Moreover, Guizhou golden monkeys are particularly rare. There are currently more than 2,400 giant pandas, while there are only about 850 golden monkeys in Guizhou. Its distribution area is also particularly limited, only distributed in Fanjing Mountain area in northern Guizhou, and it is called "the only child in the world".

This makes people wonder how the unique hair of Guizhou golden monkey came from. How did this golden monkey with such a limited distribution originate? What is the genetic relationship with several other golden monkeys? How did this species form?

Classical seed formation and hybrid seed formation

In the classical evolutionary theory, an ancestor population was separated into several independent populations that could not communicate with each other due to migration and environmental changes, and each of them accumulated different mutations and became different. Then, even when they meet again, they can’t produce fertile offspring, which is the reproductive isolation caused by geographical isolation. Based on this, ernst meier thinks that the key to the definition of a species is to see whether a population can be isolated from other populations, that is, the generation of reproductive isolation marks the formation of new species. This argument has been regarded as a standard by countless people, and has been written into high school textbooks, which is well known to people.

It is precisely because of this that the evolution process is often described as an evolutionary tree-a tree structure in which the common ancestor population keeps branching out over time. This tree structure, in which each branch does not cross each other, shows us that the ancestors of each living species at any historical stage came from the same population. Today, the tree of species evolution is one of the most commonly used things for biologists to discuss species evolution.

Did you find a human | ｜openlearn

Later, people gradually realized that cross-species hybridization is also one of the mechanisms for the formation of new species. Especially in the process of plant evolution, hybrid speciation is considered as an important mode of speciation, which can usually be divided into three forms: polyploid speciation, homoploid hybrid speciation and introgressive hybrid speciation.

Polyploidization is to keep the chromosomes of two parent species at the same time, so as to double the genetic material, and quickly produce reproductive isolation with the parents to form new species. For example, the tetraploid Primula kewensis comes from the hybridization of two diploid species Primula verticillata and Primula floribunda. However, this method can only occur in plants and other highly compatible genetic systems, and it is almost impossible to happen in animals. Autoploid hybridization and introgression will not change the multiple of genetic material, but will only show a "mosaic/patch" genetic composition due to recombination. In the process of introgression, the offspring will cross with at least one parent species for many times before forming a new species.

Hybrid Primula Qiuyuan | ｜penprimulas

Botanists are very familiar with hybridization. However, when it comes to animal evolution, zoologists have different views. In the past, they generally believed that animals were unlikely to cross into species.

However, with the analysis of genome data of more and more species, zoologists have found that the reproductive isolation between species in many groups is not as strong as expected, and it is very likely that hybridization can occur. At present, there are many known groups such as butterflies, wolves, baboons, birds and bears, which have experienced rapid adaptation to radiation, that is, a large number of new species broke out in a short period of time.

In this evolutionary process, some species come from interspecific hybridization of two or more different species, rather than always being descendants of a single ancestor species. At this time, the simple tree structure can no longer accurately describe the evolution of species.

So, what kind of formation process has the golden monkey species experienced? How did the Guizhou golden monkey form?

An unexpected and reasonable conclusion

Guizhou golden monkey is probably an example of hybridization in nature.

As one of the projects of Primate Genome Project, the team of researcher Yu Li from Yunnan University, together with several research teams, assembled the high-quality reference genome sequence of Yunnan golden monkey, and conducted population genetics analysis on the whole genome data of 106 samples from all five species of golden monkey.

The results show that the genome of Guizhou golden monkey has mixed genetic components from Sichuan golden monkey population and Yunnan golden monkey/Nujiang golden monkey ancestor population, which are equivalent to the parents of Guizhou golden monkey. But this is different from ordinary mating. Generally speaking, the genetic material ratio of offspring from parents is close to 1:1, but a larger proportion of the genome of Guizhou golden monkey comes from the parents of Sichuan golden monkey. That is to say, from the perspective of genome, Guizhou golden monkey is more like Sichuan golden monkey. This is probably the reason why it is widely used as a sister species of Sichuan golden monkey in previous studies.

According to the genome, the researchers made a backward inference and carried out an ancestor simulation. The results show that the evolution model of Guizhou golden monkey is likely to be like this:

About 1.87 million years ago, there was a hybridization event between the ancestors of Sichuan golden monkey and Yunnan golden monkey/Nujiang golden monkey, resulting in the original Guizhou golden monkey population.

In later years, Guizhou golden monkey, which originated from hybridization, screened the genetic components of different parents in order to restore or maintain the stability of genomic biological function.

In addition, there were two hybridization events between the common ancestors of Guizhou golden monkey, Sichuan golden monkey and Yunnan golden monkey/Nujiang golden monkey.

Therefore, this story sounds a bit chaotic, but it explains why the genetic material from different parent species in the genome of Guizhou golden monkey is not balanced.

Evolution of Guizhou golden monkey | Photo courtesy of Yu Li’s research group

The next step is the hair color of Guizhou golden monkey. The researchers found genes related to the formation of special mosaic coat color of Guizhou golden monkey. It was found that the hair color of golden monkey was determined by the ratio of melanin to eumelanin. When the proportion of brown melanin is high, there will be golden hair. When the proportion of melanin is low, there will be black hair. The proportion of brown melanin in the head and deltoid muscle of Guizhou golden monkey is high, showing golden color; The proportion of brown melanin in limbs is low, showing black. Yu Li and others discovered five genes related to melanin synthesis in Guizhou golden monkey, and they came from different sources-SLC45A2, MYO7A and ELOVL4 genes came from Sichuan golden monkey, while PAH and APC genes came from the common ancestor of Yunnan golden monkey and Nujiang golden monkey. It is precisely because of the recombination of melanin synthesis genes from different sources in the genome of Guizhou golden monkey that the unique mosaic coat color of Guizhou golden monkey is caused.

Then how did the Guizhou golden monkey form reproductive isolation from the other two species and eventually become an independent species?

Maybe it was related to the color of hair at first. Sexual selection may be the explanation-the hair of the golden monkey is different from that of the other two species. A great possibility is that for Sichuan golden monkeys, individuals with golden hair are often more popular with the opposite sex; For Yunnan golden monkey or Nujiang golden monkey, individuals with black hair often have more advantages in mate selection; For Guizhou golden monkeys, they prefer individuals with golden heads and black limbs. As a result, pre-mating isolation is formed.

To put it bluntly, they don’t like each other, and they are not each other’s "dishes". The picture shows the idea of Yunnan golden monkey | worm.

In addition to the isolation before mating, the isolation after mating may also promote the evolutionary independence of Guizhou golden monkey and its two parents. For example, in terms of genes related to reproductive traits, there are 31 genes inherited from Sichuan golden monkey and 36 genes inherited from another parent in the genome of Guizhou golden monkey. As a result, based on these two functional gene sets related to reproduction, Guizhou golden monkey may establish cross-mating isolation with two parents, and eventually form an independent species.

The evolution of Guizhou golden monkey proves that mammals can form new species through hybridization. The success of this research also shows that the primate genome project initiated by Chinese scientists has unlimited potential. There are more than 500 primate species in the world. Studying them can help us to know more about the origin, evolution, physiological characteristics, genetic variation map and pathogenic gene variation of human beings.

references

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[3]Gao H, Hamp T, Ede J, …, Farh K K-H. 2023. The landscape of tolerated genetic variation in humans and primates. Science 380. Doi: 10.1126/science.abn8197.

[4]Kuderna LFK, Gao H, Janiak MC, …, Bonet TM. 2023. A global catalog of whole-genome diversity from 233 primate species. Science 380, 906-913. Doi: 10.1126/science.abn7829.

[5]Qi XG, Wu JW, Zhao L, …, Li BG. 2003. Adaptations to a cold climate promoted social evolution in Asian colobine primates. Science 380.Doi: 10.1126/science.abl8621.

[6]Rivas-gonzález I, Rousselle M, Li F,…, Zhang GJ. Pervasive incomplete lineage sorting illuminates speciation and selection in primates. Science 380.DOI: 10.1126/science.abn4409.

[7]Shao Y, Zhou L, Li F,…, Wu DD. 2023. Phylogenomic analyses provide insights into primate evolution, Science 380, 913-924.Doi: 10.1126/science.abn6919.

[8]Sørensen EF, Harris RA, Zhang LY, …, Rogers J. 2023. Genome-wide coancestry reveals details of ancient and recent male-driven reticulation in baboons. Science 380. Doi: 10.1126/science.abn8153.

[9]Wu H, Wang Z, Zhang Y, …, Yu L. 2023. Hybrid origin of a primate, the gray snub-nosed monkey. Science 380. Doi: 10.1126/science.abl4997.

[10]Zhang BL, Chen W, Wang ZF, …, Wu DD. 2023. Comparative genomics reveals the hybrid origin of a macaque group. Science Advances 9. Doi: 10.1126/sciadv.add3580.

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Authors: Ran Hao and Huang Zijian.

Editor: You Zhiyu, Sister Hei jio

Thanks to Mr. Yu Li and Mr. Wu Hong for their comments.

Cover Image Source: Picture Worm Creativity

Original title: "Do something" gross "! What happened to the golden monkeys in Yunnan, Guizhou and Sichuan? 》

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　　During the two sessions this year, CCTV joined hands with today’s headlines to create a number of exclusive reports, which attracted great attention from netizens and gained wide spread. As of March 13th, the headline "CCTV News" published a total of 397 articles related to the two sessions in today’s headlines, with the total recommended volume exceeding 3.72 billion. Among them, there were 163 pictures and texts, with a total reading volume of 46.25 million, and 234 videos were released, with a total broadcast volume of 31 million.

　　The annual two sessions are a process of observing people’s feelings, reflecting public opinions, concentrating people’s wisdom and rallying people’s hearts. According to the needs of users, CCTV innovates the reporting form and creates news columns that users love to see and hear. During the two sessions, the reports released by CCTV on today’s headline platform include a series of commentary articles of CCTV Quick Review, a column of People’s Leaders, a series of micro-videos of New Observations of the two sessions, and Hi! New era o, look at the two sessions, series of micro-videos, etc.

　　Among them, the number of articles read in Wang Yi: "China’s Collapse Theory" collapsed first and became an international laughing stock exceeded 6 million. The number of videos such as "Feel the Fast-paced Time of the Supreme Leader’s" Two Sessions "in 1 Minute" and "The Supreme Leader Attends the Deliberation in Shandong Delegation" has also exceeded 2 million.

　　In addition, the CCTV audio-visual client took advantage of video reporting, and launched the Spring Diary, a light magazine of the two sessions, on the basis of providing support and service platform for CCTV’s coverage of the two sessions, presenting the main points of the two sessions in the form of H5 video.

　　Since the beginning of the two sessions, CCTV news has also tailored exclusive content for users of today’s headlines, and launched a wonderful moment inventory of the two sessions every night. As one of the largest content distribution platforms in China, today’s headlines can accurately push these wonderful contents to the target users by using technical advantages and algorithm matching, making the report more powerful.

　　Among them, "Indo-Pacific Strategy" is a moment of spray! Wang Yimiao answers sensitive questions and reveals China’s position. The reading volume is as high as 890,000. Please check it! The government work report sent a red envelope of over one trillion yuan, and the reading volume exceeded 1 million.　

　　Today’s headlines, as an important partner of CCTV’s two sessions, use data mining technology to launch "Big Data of Today’s Headlines and Two Sessions" every day, and jointly publish it with the headline number "CCTV News", taking stock of the hot news and keywords of the day, and gaining the attention of millions of netizens.

　　During the two sessions, CCTV and today’s headlines will continue to spread positive energy, explore new content and new forms of media integration, and create quality reports that more users like.

　　Article source: What is worth eating?

　　Original title: Wuhan 48 H | At the foot of Yellow Crane Tower, not only Hubu Lane.

　　Author: soda

　　In Wuhan, if you want to have a real taste of Wuhan, don’t go to Hubu Lane and those "online celebrity" scenic spots. This time, come on a trip and take you to a "food secret" that only old Wuhan people often go to. If you have climbed the Yellow Crane Tower, walked under the Yangtze River Bridge and walked into Tanhualin, please don’t miss it.

　　Liangdao steet

　　Liangdao Street is not difficult to understand from its name. In the past, it was related to grain. In ancient times, Wuhan, as a transportation hub in the central region, was the center of transporting grain from south to north in Ming and Qing Dynasties. Therefore, the Qing dynasty set up an official office in Wuchang, Hubei Province to supervise the provision of grain, and the provision of grain street was already called the provision of grain.

　　Now that a hundred years have passed, Liangdao Street has changed a lot. What remains unchanged is that it is still full of books, a 1400-meter long street with three middle schools and two universities. There is also a gourmet holy place to eat and punch cards around. It is a small shop that you can’t move your feet any more after a short walk.

　　Now, take this list and walk into Liangdao Street in Wuhan with Tiantuan.

　　05 ： 30　AM

　　Too early, dick!

　　In Wuhan, the dialect of breakfast is called "premature".

　　1. Daily Red Oil Master Zhao Regan Noodles

　　No matter spring, summer, autumn and winter, the morning of Liangdao Street begins with a hot Regan Noodles. At six o’clock in the morning, the whole street just woke up, and the shops around it didn’t open the door. Before the "First online celebrity Store" in Liangdao Street, there was already a long queue.

　　No.139 Liangdao Street (near Wuchang District Welfare Institute)

　　Business hours: 5: 30-14: 30.

　　Everyone knows who Master Zhao is. You tell the taxi driver, "Go to Master Zhao in Liangdao Street." The driver won’t ask any more questions, he can get to the ground with one foot on the gas pedal, and he will get off with you and buy a bowl of Regan Noodles to eat before leaving.

　　You want to eat at Master Zhao’s house too early, ranging from ten minutes to one or two hours. Depending on the length of the queue, you should queue up to buy a small ticket first, and then change your face with it. The same is true for other foods such as steamed dumplings and eggnog.

　　Master Zhao is famous for his signature oil cake wrapped in steamed dumplings. First, he fried the oil cake until it was fluffy and round and hollow, and when he poked the hot air, it went out.

　　After that, a few steamed dumplings were inserted and stuffed into it. Crispy oil cakes and soft waxy steamed dumplings were perfectly combined. In the cold morning, I took a bite and my happiness was bursting.

　　The oil cake is full of crispness when you bite it, and it is clearly fried in a hot oil pan for a long time, but it tastes no oil. The rich black pepper flavor in steamed dumplings is wrapped with the aroma of meat, and various flavors explode on the tip of the tongue.

　　Delicious, it is really delicious.

　　From dawn at 5: 30 in the morning, the breakfast stand on the street was set up. A bowl of hot noodles was cooked in three minutes, and immediately after cooking, it was put into the bowl, with brine, diced radish and sour beans plus a handful of chopped green onion, and finally a spoonful of sesame sauce was poured on it.

　　When you get it, mix it well for two minutes, and it will take three minutes to suck it out. The test is all the kung fu on your wrist. The sauce is not evenly mixed, and the noodles can’t be smashed. One point less and one point more can affect the taste of this bowl of noodles.

　　The red oil is evenly wrapped, and the spicy taste is scattered in the sauce. Take a big sip and your stomach will be full of the pleasure brought by the carbohydrate. After eating this bowl of Regan Noodles, you will be sure not to be hungry until the afternoon.

　　2. National bean skin

　　No.59 Liangdao Street

　　Business hours: 7: 00-20: 00

　　Bean skin is a special breakfast in Wuhan. First, the prepared egg liquid is wound around a hot pot to form an omelet, then covered with cooked glutinous rice, and then a layer of fried stuffing is superimposed on it.

　　Ordinary bean skin is mostly three fresh ingredients, and diced bamboo shoots, pork belly, diced mushrooms and dried incense are constantly fried. Finally, a spoonful of brine is added, and the taste penetrates into glutinous rice, which is an unforgettable fairy taste.

　　The name of the national bean skin is special. Who dares to call it if it is not well done? When I went there, the boss was cooking a new pot. The bean skin was burnt and pricked in a hot pot, and then cut into squares for sale.

　　This store is an old shop nearby. It has been open for many years, and the taste is still the same. The price is also very close to the people. It is 4 yuan for a small portion and 5 yuan for a large portion. It is absolutely full.

　　The three fresh ingredients are delicious, and the thick glutinous rice is hidden under the thin bean skin. The ingredients are absolutely afraid that you will not have enough to eat, which makes people worry about the boss. The egg skin is very tough to chew, and the glutinous rice is clear and fragrant when chewed in the mouth, which is worth recommending.

　　3, Changhui glutinous rice wrapped fritters

　　Opposite Dingxiu Jiayuan, Liangdao Street

　　Business hours: 6: 00-19: 00

　　It is not difficult to understand the meaning of wrapping fried dough sticks with glutinous rice. Clusters of glutinous rice are pressed into cakes, sprinkled with a layer of sweet soybean powder, sweet-scented osmanthus sugar and chopped hawthorn, wrapped in freshly fried dough sticks, and rolled hard, thus "Chinese-style hand holding" was born.

　　The fried dough sticks wrapped in glutinous rice are salty and sweet. When you take a bite, you will have the taste of childhood. The glutinous rice grains are distinct, chewy and non-sticky, and the glutinous rice and the stuffing generate inside are sweet, which is really surprising.

　　4, a product of beef offal

　　No.65, Zhonghua Road, No.2, Dujingyuan Community

　　Business hours: 7: 00-23: 30.

　　Every time I work outside for a long time, the first thing I do when I get home is definitely to get into a beef offal noodle restaurant and eat a bowl of hot soup powder.

　　The soup head is not too salty and mellow, only the beef bones are fragrant, and the white radish looks like a piece of white jade with soup. The soup head is fresh and fragrant, and there is no fishy smell of beef offal. It is really a happy thing.

　　To eat beef offal powder, be sure to add the pickled radish made by the store. The radish is crisp, sweet and sour, and it tastes crunchy when chewed, and then drink a soup with a bowl of powder. Even if I am very supportive, as long as I eat beef offal powder, I will have another stomach.

　　5. Binbin fresh fish paste soup powder

　　20 meters west of intersection of Rouge Road and Alternate Street.

　　Business hours: 6: 00-12: 00.

　　Fish paste powder is definitely a special memory of young people in Wuhan in the 1990s when they were children. The practice of fish paste powder is very traditional. The older generation of fish paste powder is always boiled with fresh fish as the base, and the fish meat and bones are cooked together until it becomes sticky.

　　After that, stir the cooked fine powder into it, and the essence lies in that handful of pungent black pepper, which tastes spicy and fresh. If you eat it for the first time, it will definitely make you unforgettable.

　　This shop was not in the list of this shop visit, so I accidentally passed by and was attracted by the aroma from the powder shop. I couldn’t help but buy a bowl of delicious food that I often ate when I was a child, but I rarely ate it when I grew up.

　　Friends from other places said that this is the most special powder she has ever eaten, and it is hard to forget the taste after eating it once.

　　What about lunch, Alice?　　

　　6, Xiong Taipo original soup dumplings

　　Opposite to Home Inn at the intersection of Liangdao Street and Rouge Road.

　　Business hours: 06: 30-21: 00

　　The first moment I saw this dumpling, I only had one question: "Isn’t this wonton?" It doesn’t look like dumplings at all.

　　Although the size of the dumplings is just right, just one bite, the fillings are basically all fresh meat, and there is no extra seasoning flavor. The chicken soup used for the soup head is generally milky white and tastes slightly inferior to other homes.

　　In addition to the original soup dumplings, I also ordered a hot and sour dumpling. In taste, the original soup dumplings were added with vinegar and pepper, which was a bit disappointing.

　　However, it is worth mentioning that their family’s halogen flavor, radish halogen is just right, halogen can penetrate into it very well, and it tastes particularly light and refreshing.

　　7. Bean Silk King

　　Room 14, Floor 1, Building A1, Yingfang Community, Alternate Street

　　Business hours: business has been suspended recently.

　　Bean shreds are one of the three specialties in huangpi district, Wuhan, and one of the eight famous foods in Wuhan. Using mung beans and rice as raw materials, they are ground into slurry, spread into cakes in a pot and cut into thin strips.

　　Wet shredded beans are not easy to preserve. Dry shredded beans can be preserved after air drying. When they are ready to eat, they are soaked in water. Common eating methods include shredded beans in soup and fried beans.

　　The well-known Bean Silk King always attracts many diners to come for tasting. There are four tables, eight seats and a small shop, which is always full of people.

　　When I went there, it was just the time for dinner. I asked for the most common fried bean shreds and the kung fu eggs that I had to order. The fried bean shreds tasted just right, and the kung fu eggs could be broken directly with the egg liquid when poked, and then I ate two fried bean shreds, which was simply beautiful to my heart. However, the business of Bean Silk King has been suspended recently, and those who want to try it early can look at the opening information of Bean Silk King in advance.

　　8. Crispy Dongpo Beef Cake

　　496 Zhongshan Road, Liangdao Street

　　Business hours: 10: 00-22: 00

　　This is the first shop I ate in 48 hours. It rained heavily that day, but there was still a long queue at the door and I ate a beef pie, which was very salty and oily. It is not recommended to try it.

　　I waited in line for 40 minutes before I got this bite of beef pie, which was not delicious.

　　Go shopping in the afternoon　　

　　9, Dalian iron plate fresh squid

　　No.248 Liangdao Street with No.2 attached

　　Business hours: 10: 30-22: 00.

　　Everyone has eaten grilled squid, but this one is really unusual.

　　This family is definitely worth your while, waiting in line to eat this bite in the heavy rain. When it rained that day, the proprietress took out all the umbrellas in the shop and distributed them to the people in line. She looked like a heroine walking in the rain with a smile.

　　The squid in this family is not only fresh, but also the sauce is delicious enough. Most people string it dozens of times as soon as they buy it, and then eat it when they stand by. According to the students studying in the next school, this store has been open for a long time, and its business is very good every day. It is a high-quality school stall that has experienced many students and is worth punching in every day.

　　10. Thai flavor collection

　　No.248 Liangdao Street

　　Business hours: 10: 30-22: 00.

　　This Thai restaurant is located next to Dalian’s grilled squid, and it specializes in a variety of flying cakes. The store is very small, and it passed by carelessly, but at least the rich aroma of flying cakes caught the pace.

　　Banana flying cakes are rich in flavor, and they will not be fried until the cookies are just right. A layer of chocolate sauce on them has a bitter taste, which can actually neutralize the greasy cheese.

　　Despite the high calories, I shouted that I could do everything else!

　　11. Seven egg baked cakes

　　No.248 Liangdao Street Attached 6

　　Business hours: 10: 00-21: 30.

　　Q: Why do you want to eat Chengdu famous snacks in Wuhan?

　　A: It’s because it’s delicious.

　　Little friends who like to eat dessert can’t give it up at all, and this egg baked cake doesn’t lose the taste of Chengdu local egg baked cake at all.

　　Qige Egg Baked Cake, Taiweiji and Dalian Squid are three stores connected together. Everyone wants me dead, but they won’t let me go. In terms of quantity, the quantity is very large, and the meat is so loose that it overflows. The only drawback may be that the sweet mouth will be a little greasy.

　　12. Martin Doudou

　　No.246 Liangdao Street

　　Business hours: 10: 30-22: 00.　

　　This store should still be a new one when you go. Don’t ask me why I know, because even if you just open the door, you have to wait in line for more than an hour.

　　Mainly small fried things, such as fried bullfrog and fried chicken fillet, which taste spicy and salty egg yolk. I went in at the first moment when I opened the door (I got the number list), and then I sat there and waited for an hour to get it. The taste is really average, and it is not worth waiting for so long. It is not recommended.

　　13. Thai Red Bean Crisp

　　No.59, Rouge Road, Liangdao Street Office

　　Business hours: 8: 30-21: 00.

　　This Thai red bean cake on the corner always has a long queue, even if it catches up with the first trip, how long should it take? This shop has been here for many years, and all the people who come and go are regular customers. Some mothers take their children, and when they see the boss, they say, "Grandpa, I’m coming!" "

　　The signboard in the store is Red Bean Crisp. The freshly baked Red Bean Crisp is very attractive. The crispy crust is just right, and it is full of crispness when eaten. Red beans will not be so sweet and greasy. No wonder so many people have to come and queue up in the morning.

　　According to the boss, the red bean crisp is completely cool when placed in an open bag, and can be stored for about 20 days at room temperature. Even if it is eaten after 20 days, the skin is as crisp as it is, and the taste is exactly the same as that just baked.

　　The cake of drawing silk is one of the most surprising things for me in this 48 hours. Before that, I didn’t expect anything from this seemingly ordinary little cake, but bought it just to make up the bill.

　　But when I took a bite of it, my head was full of: it smells good! The taste of chewing between lips and teeth always makes me feel like chewing something like "paper", and the continuous drawing between teeth makes me constantly exclaim, what kind of fairy cake is this. So I went back and bought two pounds later, and I was satisfied.

　　14. Books also burn grass.

　　No.250 Liangdao Street with Annex 10

　　Business hours: 10: 00-22: 00

　　This store is a small shop where I want to have a cup of milk tea with my favorite boy after school. On the wall of the store, there are words that make my old aunt blush and beat.

　　For example, "I want to be admitted to a good university." "I want to confess to the girl I like." "Jackson Yee, I can."

　　The store is very small, with less than ten seats. There are a few couples sitting in twos and threes. In order not to turn into lemon essence, they quickly bought it and left. Ordered signs and black brick milk tea, signs in general, black brick milk tea gives people a surprise, drinking black brick in your mouth is like jelly dissolved in water, and there is no bitterness at all. Good milk tea just can’t stop people.　

　　15, the essence of lo mei

　　Minzhu Road 399 Attached

　　Business hours: random

　　The essence of lo mei, judging from this loose signboard and the crowds waiting in line, is not an exaggeration to say that it is legendary. The opening time is random, what to sell today is random, and when to start selling is random. In short, it depends on chance to eat it.

　　At 11 o’clock in the morning, I followed the navigation around three times, and finally found this house in a residential building, without frontispiece or a physical store. There is only a chopping block, a table and a laundry list. When I went, the boss was still washing the duck neck and told me to come back at 12 o’clock.

　　According to the only two comments on the public comment, the boss only sells two baskets of braised pork every day, so I immediately paid the money directly and waited until 12 o’clock to pick it up.

　　At 11 o’clock, the door was empty, and there was a long queue at 12 o’clock. Fortunately, I paid in advance, and in less than 20 minutes, all two baskets of ducks were sold out. Most of the buyers are old residents who have lived nearby for 30 or 40 years, and young people who have eaten his pot-stewed food since childhood.

　　The delicious food in urban legends really lives up to its reputation. So, you know how delicious it is, right? There are not only Liangdao Street, but also many delicious foods in Wuhan. Guiping’s beef offal, which is hidden in the alley, finds it troublesome, and pushes away Xiangbiao’s barbecue and fried soup buns, which are better than steamed soup buns.

　　The food in Wuhan is full of fireworks, the people here are enthusiastic and full of vitality, and the food fireworks and city lights are endless.

　　Cctv news: The website of the State Post Bureau issued a notice on February 22, 2021 about users’ complaints in the postal industry. In February 2021, the State Post Bureau and the postal administrations of all provinces (autonomous regions and municipalities) handled a total of 18,715 complaints through the "12305" postal user complaint telephone and complaint website, a decrease of 13.6% from the previous month and a year-on-year increase of 45.5%.

　　I. General situation

　　1. There were 711 complaints involving postal services, accounting for 3.8% of the total complaints, up 17.1% from the previous month and 5.5% from the same period last year; There were 18,004 cases involving express delivery services, accounting for 96.2% of the total complaints, down 14.5% from the previous month and up 47.7% from the same period last year.

　　2. Among the accepted complaints, there were 2,026 effective complaints (those that confirmed corporate responsibility), an increase of 11% from the previous month and 3.7% from the same period last year. There were 62 effective complaints involving postal services, accounting for 3.1% of the effective complaints, an increase of 37.8% from the previous month and 8.8% from the same period last year; There were 1964 cases involving express delivery services, accounting for 96.9% of the effective complaints, up 10.3% from the previous month and 3.5% from the same period last year.

　　3. The satisfaction rate of users with the effective complaint handling of postal administrations is 97.7%, that of postal enterprises is 95.2%, and that of express delivery enterprises is 96.4%.

　　4. There were 3 cases in which the postal express delivery enterprises failed to reply to the complaints made by provincial postal administrations within the prescribed time limit, a decrease of 65 cases compared with the same period of last year.

　　Post express delivery enterprise overdue situation table

　　Unit: piece

　　Second, the postal service complaints

　　1. The situation of postal service complaints.

　　There were 711 complaints from users about postal services, up 17.1% from the previous month and 5.5% from the same period last year.

　　The main problems of postal service complaints are mail delay, delivery service and mail loss, which account for 36.7%, 31.5% and 17.7% of the total complaints respectively. Among them, the obvious growth of the chain is the problem of mail delay and mail loss.

　　Statistics on the amount of complaints about postal service problems

　　2. The main problems of postal service complaints and the secondary reasons.

　　The main proportion of mail delay complaints is transit or transportation delay, the main proportion of delivery service complaints is false receipt, and the main proportion of mail loss and shortage complaints is that enterprises fail to compensate according to regulations.

　　3. The effective appeal of postal services.

　　There were 62 effective complaints from users about postal services, an increase of 37.8% from the previous month and 8.8% from the same period last year. The main problems of effective complaints of postal services are mail delay, mail loss and shortage and delivery service, which account for 41.9%, 24.2% and 22.6% of the total effective complaints respectively. Among them, the obvious increase in the chain is the problem of mail delay.

　　Statistics on effective complaints of postal services

　　III. Complaints about Express Service

　　(A) the overall situation of express service complaints

　　1. Express service complaints.

　　There were 18,004 complaints from users about express delivery services, a decrease of 14.5% from the previous month and a year-on-year increase of 47.7%.

　　The main problems of express service complaints are loss and shortage of express mail, delay and damage of express mail, which account for 29.5%, 26.6% and 18.9% of the total complaints respectively. Among them, the chain growth is the delay of express mail, and the obvious year-on-year growth is the loss and shortage of express mail and the damage of express mail.

　　Statistical table of complaints about express delivery service

　　2. The main problems and secondary causes of express service complaints.

　　The main proportion of complaints about loss and shortage of express mail is dissatisfaction with the compensation amount of enterprises, the main proportion of complaints about delay of express mail is transit or transportation delay, and the main proportion of complaints about damage of express mail is dissatisfaction with the compensation amount of enterprises.

　　3. The effective appeal of express service.

　　There were 1,964 effective complaints from users about express delivery services, up 10.3% from the previous month and 3.5% from the same period last year. The main problems of effective complaints about express service are express delay, express loss and shortage and delivery service, which account for 34.1%, 27.2% and 24.4% of the total effective complaints respectively. Among them, the obvious growth of the chain is the delay of express mail.

　　Statistics on Effective Complaints of Express Service

　　(2) Complaints of major express delivery companies

　　The average complaint rate of express delivery enterprises in China (one million pieces of express business) is 3.54, and the average effective complaint rate is 0.39. Among the main problems of users’ complaints about express delivery enterprises, the average complaint rate of express loss and shortage is 1.04, the average complaint rate of express delay is 0.94, the average complaint rate of express damage is 0.67, and the average complaint rate of delivery service is 0.65.

　　Statistics on complaints of major express delivery companies

　　Unit: number of complaints/one million pieces of express mail business.

　　Note: 1. In ascending order according to the pinyin initials of enterprise names.

　　2. No users complained about the quality of service in Suning.cn this month.

　　(three) the provincial regional express service complaints

　　The appeal rate of provincial express service (one million pieces of express business) is 2.0 on average, and the effective appeal rate is 0.22 on average. Among the main complaints about express service in provincial regions, the average complaint rate of express loss and shortage is 0.59, the average complaint rate of express delay is 0.53, the average complaint rate of express damage is 0.38 and the average complaint rate of express delivery service is 0.37.

　　Statistical table of complaints about provincial regional express service

　　Unit: number of complaints/one million pieces of express mail business.

　　(four) the comprehensive index of the complaint handling work of major express delivery enterprises.

　　The average comprehensive index of complaint handling of 21 major express delivery companies is 95.97, with 10 express delivery companies above average and 11 below average.

　　Evaluation Form for Complaint Handling of Major Express Delivery Enterprises　

　　Note: 1. The comprehensive index of complaint handling is a comprehensive evaluation of the quality of enterprise complaint handling, which is ranked from high to low according to the level of enterprise complaint handling. When the comprehensive indexes are the same, they are arranged in ascending order according to the pinyin initials of the enterprise name.

　　2. The comprehensive index assessment parameters include five indicators: one-time settlement rate, overdue rate, irregular enterprise reply rate, untrue enterprise reply rate and job satisfaction rate. (Data is automatically generated by the system)

　　3. No users complained about the service quality of Suning.cn this month, so the comprehensive index will not be ranked.

　　Four, the comprehensive index of the provincial postal management agencies to deal with complaints.

　　The average comprehensive index of complaint handling in provincial postal administrations is 95.32, with 21 regions higher than the national average and 10 regions lower than the national average.

　　Evaluation Form for Complaint Handling of Provincial Postal Administration Organizations

　　Note: 1. The comprehensive index of complaint handling is a comprehensive evaluation of the quality of complaint handling of provincial postal administrations, which is ranked from high to low according to the level of complaint handling of provincial postal administrations. When the comprehensive indexes are the same, they are arranged in ascending order according to the pinyin initials of the regional names.

　　　　2. The comprehensive index assessment parameters include four indicators: one-time settlement rate, overdue rate, correct rate and job satisfaction rate. (Data is automatically generated by the system)

　　Directed by the State Film Bureau, the 21st Shanghai International Film Festival sponsored by the Central Radio and Television General Station and the Shanghai Municipal People’s Government is under way. The development of China’s film and television industry has made remarkable achievements in recent years, from the first breakthrough of 10 billion in 2010,By the end of 2017, the total box office of China movies has increased fivefold in just seven years.The investment of capital in the film industry is also increasing at an annual rate of about 50%. The entry of capital has greatly enhanced the vitality and influence of industrial development, and many investors and production companies have shared the huge dividends in the development of the film market.

　　What is the capitalization scale of our film and television industry and what are its characteristics? Capital is a double-edged sword. What problems does the rapid expansion bring? How to stand out among many film and television companies and how to reflect their competitiveness?

　　Attract the film and television industry to invest in living water and tell the beautiful story of China.

　　Economic voice commentatorZiliang

　　Dean, Cultural and Economic Research Institute, Central University of Finance and EconomicsWei pengju

　　140 billion market, competing with each other.

　　Voice of the Economy commentator Zi Liang:How to evaluate the progress of capitalization of China’s film and television industry in recent years?

　　Wei Pengju, Dean of Cultural and Economic Research Institute of Central University of Finance and Economics:The main reason why capital is enthusiastic about the film and television industry is to take a fancy to the dividends.Policy dividendThe country has regarded film development as a very important part of its cultural development strategy, and the Film Industry Promotion Law was specially promulgated two years ago.Consumption dividendThe people’s yearning and pursuit for a better life has become the biggest market potential.

　　Voice of the Economy commentator Zi Liang:What order of magnitude has the annual investment scale in the industry reached? What are the structural features?

　　Wei Pengju, Dean of Cultural and Economic Research Institute of Central University of Finance and Economics:Around 2016, the scale of our entire film industry should have exceeded 140 billion, which is a rough estimate. Structurally, at present, we mainly invest more in hardware and channels, such as cinema lines.In 2017, the number of movie screens in China surpassed the United States in one fell swoop, becoming the first in the world.

　　The investment in content should be about 30 billion yuan per year for production. There was a crazy period of rapid growth before, and the growth at this stage began to be reasonable, and the investment gradually improved from hardware to software.

　　Voice of the Economy commentator Zi Liang:Capital investment has brought rapid expansion to China film and television, which has both advantages and disadvantages on the content itself, and this is also a hot issue in the industry. What do you think of this?

　　Wei Pengju, Dean of Cultural and Economic Research Institute of Central University of Finance and Economics:There is no doubt that the attribute of capital is the primary pursuit of profit, which will form a certain tension with the artistic attribute of movies. But on the whole, judging from the development history of international film industry and China film industry, the relationship between them is still harmonious, and the capital is actually very clear.If you want to make a profit, you must first have high-quality content and form a good IP..

　　Now, this film investment model dominated by mainstream companies has basically stabilized. A large amount of non-industry capital has also begun to enter the film industry, but it is more cautious and rational, mainly with investment. All these indicate thatFilm and television and capital tend to be rational..

　　Voice of the Economy commentator Zi Liang:Obviously, the cooperation between capital and the film and television industry itself needs further running-in. How to make more effective use of capital to make the film industry in China develop better?

　　Wei Pengju, Dean of Cultural and Economic Research Institute of Central University of Finance and Economics:First, improve market concentration.Nowadays, the concentration of China film and television companies is becoming more and more obvious, such as Light Media, which has gained capital through listing and formed a leading position in the industry. But I think, from the content to the channel, to the distribution, and then to the development of derivatives, industry consolidation is still not strong enough.

　　Second, we should encourage social capital to create content.Do investment in the sense of assets, rather than focusing too much on channels to make quick money or investments in areas such as distribution.

　　Third, if China films want to enter the international market, they should encourage capital to play an important role.On the one hand, it is beneficial for capital to obtain wider benefits in a larger market; On the other hand, it is also very conducive to the healthy development of China films in the direction of more international competitiveness.

　　Voice of the Economy commentator Zi Liang:With the continuous improvement of industrial concentration, enterprises can finally stand out and must have core competitiveness. What do you think is the core competitiveness of film and television industry companies?

　　Wei Pengju, Dean of Cultural and Economic Research Institute of Central University of Finance and Economics:The first is content, which is the core competitiveness of the film industry.Second, we should gradually take the mode of the whole industry chain, so that the value of content can be universally realized in the whole industry chain.Only when the content value is "eat more than one dish" and the income is maximized can the enthusiasm of social capital be further stimulated. Therefore, having content production and its industrial chain is the core competitiveness of leading companies.

　　Wei Pengju, Dean of Cultural and Economic Research Institute of Central University of Finance and Economics:From the industrial point of view, only the complete story can be told, the story has great potential to dig deep, and the complete content with intellectual property rights protected by law is the biggest key point of content production.

　　In my opinion, the content that reflects the excellent traditional culture of the Chinese nation, Chinese’s thoughts and Chinese’s longing for a better life must be the most popular and potential content in the film market.

On July 28th, Grandma Wang, who only wore high heels, took off her makeup for the first time and appeared in a plain state, responding to all kinds of questions and ridicule from netizens.

In the video, she still begins with the familiar "Hello everyone, my name is Wang Biyun, and I am 80 years old". The difference is that this time she emphasizes "I want to introduce myself again".

Compared with the exquisite "Wang Beauty" in the past videos, she used her truest appearance to face the camera and told fans why she likes makeup and why she only wears high heels.

At the end of the video, she asked everyone, "Can we get to know each other again?"

As a silver-haired online celebrity, Grandma Wang, who only wears high heels, has been regarded as the weather vane of silver-haired online celebrity since she became popular.

From the early 80-year-old exquisite and beautiful grandmother Wang to the present, she took off her makeup and responded to questions with her truest state. Grandma Wang is changing from the shallow content output that focused on age in the past to the deep value output that returned to real and active life.

In her short video content, the content of the label "80 years old" is decreasing, and more is to present her daily life and output the values of active life.

It’s not just Grandma Wang who has changed. AgeClub has comprehensively studied 50 online celebrity with silver hair at the head, middle and waist in Tik Tok. We found that after several years’ development, the whole ecology of online celebrity with silver hair is welcoming a turning point.

On the one hand, the types of silver-haired online celebrity are more diversified, and the content pays more attention to depth and truth. It is no longer just a marketing gimmick with age, but also has more new explorations in the level of realization and platform layout;

On the other hand, with the evolution of the whole short video ecology, a large number of early silver-haired online celebrity accounts stopped changing/losing their powder, which further highlighted the difficulties faced by silver-haired online celebrity in creation and realization.

We believe that the coming of the ecological reshuffle period of silver-haired online celebrity will link middle-aged and elderly fans with the elderly industry, which is the direction of future transformation.

(Note: The data comes from flying melon, as of September 13th. The statistics are all within the past month, and 41+ fans account for the proportion of account video viewers)

01

Silver-haired online celebrity is more diverse

Return to the truth, the content is deeper

Compared with online celebrity in the popular sense, silver-haired online celebrity is a new group, and they are really concerned by the mainstream people, largely due to the rise of short videos.

Since 2018, Tik Tok has ushered in a bonus period of 1-2 years’ traffic growth, which has spawned many head accounts with tens of millions of fans, and many early silver-haired online celebrity were also born during this period.

Now, after three or four years, combing the status quo of 50 silver-haired online celebrity, we find these remarkable changes:

one

Diversification trend is more obvious.

The trend of diversification is mainly reflected in three dimensions:

First, the types of silver-haired online celebrity are diversified.

Taking 2020 as the boundary, combing the time when 50 silver-haired online celebrity settled in Tik Tok, there are two peaks:

The first wave is concentrated in the second half of 2018 to the first half of 2019, which is also the newly emerging bonus period in Tik Tok. There are some head online celebrity with tens of millions of fans, and the overall content is mainly pan-life, fashion and so on, focusing on funny and shaping the sense of age contrast. On behalf of online celebrity, for example, @ I’m Grandma Tian, @ Grandma Wang who only wears high heels, @ Fashion Grandma Group, @ Grandpa Little urchin, etc.

At this stage, the silver-haired online celebrity has shown a preliminary trend of diversification. In "Ma Baoguo Phenomenon: Selling Tickets Earns 820,000 at a time", how far is the middle-aged and elderly online celebrity from "realizing personal IP"? In the article "AgeClub", the mainstream silver-haired online celebrity was roughly classified into emotional category, fashion category, life category and specialty category.

The second wave is concentrated in the second half of 2020 to this year, and there are many silver-haired online celebrity IPs that are grounded, more realistic or more distinctive. Most of them are concentrated in the order of one or two million fans. Although their account names still use "grandma" and "grandpa" as suffixes, they no longer focus on age labels at the content level, but pay more attention to realistic and positive energy content output, which can be roughly divided into three categories: agriculture, rural areas and information viewpoint output, for example:

@ Six Grandfathers: Take the daily work of six grandfathers in Jingzhou, Hubei Province as the main content, with appropriate background music to show the hard work of rural life and the optimism and strength of the grandfathers;

@ Sentimental Grandma: 75-year-old laid-off old lady outputs positive energy statements and teaches fans how to operate Tik Tok, etc. as the main content to output information and opinions.

It is worth mentioning that in this new wave of silver-haired online celebrity, there are also some silver-haired online celebrity with distinctive personal characteristics.

For example, Grandpa @ Mina, Mina is a three-or four-year-old mixed-race girl. With Mina as the account and content subject, @ Mixed-race Mina is a well-known mother and baby from the media, and there are more than 10 million fans in Tik Tok. Around this account, a parent-child account matrix including Grandpa @ Mina, Mom @ Mina, Aunt @ Mina and other accounts is formed.

Among these accounts, Grandpa @ Mina is the only account outside of @ Half-Blood Mina that has more than 3 million fans. This is due to the multiple eye-catching factors in Grandpa Mina: 64-year-old foreigner grandpa China life+’s food tutorial+life short play, which is mainly about his daily and shared food tutorial, and his personal IP is very distinct and not easy to imitate.

Second, the platform layout is diversified.

Outside Tik Tok and Aauto Quicker, the video number regarded as the short video "roof of the world" is growing rapidly, and naturally it has 1.1 billion users’ traffic on WeChat.

Many silver-haired online celebrity are concerned about the rising trend of this new platform. More than half of the 50 silver-haired online celebrity have entered the video number, and some account data have performed quite well.

For example, the @ Fashion Grandma Group, which released a number of videos, praised and forwarded them at tens of thousands of levels, and the live data was also remarkable. On January 27th this year, the @ Fashion Grandma Group was launched for the first time, with nearly 20,000 viewers in three hours and about 200,000 likes.

The data performance of Aunt Honglong, a well-known dance network, is also quite good. She only entered the video number in June this year. In just three months, several videos have been forwarded tens of thousands, and the average number of likes has basically broken thousands.

However, on the whole, online celebrity with silver hair is still in the groping stage on the video number. Many Tik Tok online celebrity with silver hair from Tik Tok to the video number, mostly carry the original account names and contents directly, and do not plan different contents according to different platform characteristics. Even Tik Tok head accounts such as @ I’m Grandma Tian and @ Laofangu have not explored the appropriate content form on the video number, and the data performance is also average. Many accounts are even in a broken or stopped state.

From the video number itself, at present, there is no online celebrity and talent who have hatched their own platforms like Tik Tok and Aauto Quicker, and the content ecology of the whole platform is still in the exploratory stage.

In addition to the layout on multiple platforms, many silver-haired online celebrity started to build matrix accounts in addition to their own IP.

For example, Grandma Wang, who only wears high heels, recently began to support Grandma Wang’s daughter. She is also a silver-haired online celebrity, born in 1968, and her fans are around 100,000. However, the account content is still dominated by the interaction between Grandma Wang and her daughter, and her personal characteristics are not clear enough compared with Grandma Wang.

@ Fashion Grandma Group is also building a silver-haired online celebrity matrix, and gradually incubating more vertical numbers outside the group account, such as grandma who focuses on girls’ hearts, grandma who specializes in health preservation, grandma who specializes in fitness and so on.

AgeClub also noticed that in addition to fashionable and exquisite silver-haired online celebrity such as Fashion Grandma Group, there are also some MCN organizations that specialize in arranging funny and lifestyle silver-haired online celebrity.

For example, Baguatian and Feigua data show that Baguatian has signed 15 accounts in Tik Tok, including @ Grandpa Ah Chang, about half of which are silver-haired online celebrity, and the total number of fans is 26.103 million.

Compared with the exquisite silver-haired online celebrity such as @ Fashion Granny Group and @ Grandma Wang who only wears high heels, the silver-haired online celebrity signed by Baguatian is more rural and sinking, and it mainly outputs funny and life-like plots.

The third is the diversification of the realization scene.

In addition to the traditional commodity window, advertising placement and live delivery, the realization scenes of silver-haired online celebrity are becoming more and more diverse.

For example, @ Naughty Granny Chen tried to film while filming short videos, @ Granny Wang wearing high heels and @ Aunt Long were invited to participate in various variety shows, @ Crazy Granny diverted Tik Tok fans to WeChat to realize private domain transformation. @ Fashion Grandma Group has expanded more business endorsements, recruited more grandma members, and conducted offline studies.

The content of silver-haired goods brought by online celebrity also extends from daily necessities, snacks, beauty cosmetics and other products of all ages in the past to products for the elderly.

For example, @ Fashion Grandma Group implanted adult incontinence care brand Tianning and endorsed Jingxin oral liquid in the video, and Letui and Qingtian Yege also appeared in the video the popular science and experience content of nursing homes.

2

Return to the truth, the content is deeper

From the content point of view, although the content quality of silver-haired online celebrity is still far behind that of online celebrity in other age groups, some silver-haired online celebrity have been exploring the innovation of content level, trying to get rid of the past way of relying solely on age to attract traffic and eyeballs and return to the truth and connotation.

Grandma Wang, who only wears high heels, used to focus on "80-year-old grandma is more fashionable and exquisite than young people", creating contrast through comparison, thus attracting fans.

However, from the depth of value, after reading it, users have no more gains except feeling that "this grandmother is great".

Today, although Grandma Wang still appears in a fashionable and exquisite appearance, she no longer emphasizes the label of 80 years old, nor does she deliberately present her "frozen age" status in the camera. Instead, she presents her daily life with her daughter, granddaughter and even young people, and outputs her positive attitude towards life and her life experience as an elder.

Compared with grandma Wang, who used to be exquisite without a flaw, today she looks more in line with the calmness and peace of the elderly and adds more realism.

@ Fashion Grandma Group has also experienced a change in content from visual impact to ideological impact. From the second half of 2020, the fashion grandma group abandoned the theme of "strong visual impact" and began to plan the plot content, focusing on exporting grandma’s thoughts and values, and went further in content depth.

In 2020, @ Grumpy Grandma, who moved to Tik Tok, also broke the way of traffic growth with age and contrast as gimmicks. Instead, she created an image of a maverick but full of justice in the form of a short play, which was consistent with the cognition of middle-aged and elderly people in the public, and accumulated more than 4 million fans in just one year.

According to Huang Ziting, the person in charge of Baguatian’s operation, the content of its signed silver-haired online celebrity account has also experienced a change from "pure funny" plot content to funny plot with output views and positive energy content as the main content, paying more attention to the content value.

It can be seen that silver-haired online celebrity doesn’t have to attract attention through the content "different from ordinary silver-haired people", and real silver-haired people can also get out of the circle with good content.

The exploration and innovation of some silver-haired online celebrity at the content level means that operators are gradually abandoning impetuousness, further precipitating the content, and excavating more connotations behind the silver-haired online celebrity.

02

A large number of accounts stopped changing/dropping powder.

The dilemma of silver-haired online celebrity is highlighted

In addition to the good changes, a phenomenon that can’t be ignored is that a large number of silver-haired online celebrity accounts are in a state of stopping or losing powder.

Early silver-haired online celebrity mostly used the contrast between age and image to attract users and realize the rapid growth of fans. However, after three or four years’ development, we found that more than half of the 50 silver-haired online celebrity accounts in online celebrity stopped changing or lost their powder one after another, and the dilemma of content and realization faced by silver-haired online celebrity was further highlighted.

The first is the risk of health.

On February 16th, 2021, Tik Tok’s head account @ Yaoyang, with millions of fans, published an obituary announcing the death of his grandfather Fuxiang Wang at the age of 83.

After that, the account name was changed to @ Grandpa’s Yaoyang, which was intended to continue to be updated to miss the daily life of Grandpa and Yaoyang’s family, but it stopped on June 30, because many netizens questioned their grandfather who died.

The phenomenon that @ Grandpa’s Yao Yang had to stop working because of the death of the old man means that the health risk of silver-haired online celebrity has become a problem that cannot be ignored in the account operation.

Most of the 50 silver-haired online celebrity are over 70 years old, and many of them are "centenarians". According to the data released by National Health Commission, in 2019, the average life expectancy in China will be 77.3 years.

No matter illness or normal birth, illness and death, it has brought uncontrollable factors to the continuous operation of Yinfa online celebrity account.

Secondly, online celebrity, with silver hair, is even worse in content creation and expression.

Silver-haired online celebrity can quickly attract a group of fans in the early stage by the contrast of age and image, but to ensure the continuous growth of accounts and fan loyalty in the follow-up, it is not only the age, but also the content, which tests the content creation ability and performance ability of short video operators.

However, online celebrity, with silver hair, is far behind young people in both content creation ability and performance ability. If the content creation level can be solved by the team, then the expressive ability can only rely on online celebrity himself.

Among the 50 silver-haired online celebrity we studied, many silver-haired online celebrity lacked expressiveness in front of the camera, as if they were dominated by tool people without independent thoughts and consciousness.

"It is a rare thing to be able to find an old man with strong performance ability and desire to perform."

For example, @ Centennial Grandma, whose daughter runs the account, mainly records her daily life. Because she is old and has no perception of the camera, every video needs to be initiated by her daughter or people around her, and it is difficult for the elderly to support the account content independently. During the live broadcast, grandma is also like a tool. My daughter sits on the side of the live broadcast with goods, while grandma lowers her head, neither looking at the camera nor talking.

There are many silver-haired online celebrity like @ Centennial Grandma. Even some silver-haired online celebrity with excellent performance ability still face more difficulties than young people.

Grandma @ Naughty Chen has often participated in the recording of TV programs, and also performed in group performances. After signing the MCN organization, she quickly became popular by imitation shows and funny short plays, but it is also difficult for her to complete some actions that young people can easily do during the recording process.

Behind this, there are factors of the background and concept of the times. The cultural level, concept and cognition of short videos of middle-aged and elderly people are different from those of young people. There are also physiological factors. With the increase of age, the physical function declines, and the understanding ability, memory and physical coordination ability of middle-aged and elderly people are far behind those of young people.

Finally, the commercial value is over-consumed, and there is no sustainable and benign way to realize it.

On September 11th, @ Gunner Uncle Zhang released a farewell video, telling fans that this may be his last video. Prior to this, his account lost 37,000 yuan in the past month.

In the comment area of this video, the comments with a lot of praise are not expressing regret or missing, but expressing their dissatisfaction with Uncle Zhang’s over-commercialization: "I said goodbye last year, and I will continue this year", "The main reason is that I can’t bring the goods", "I’m very nice, and I’m like this" …

The grandfather who became popular in 2018 by hard work, simplicity and positive energy has experienced a short video career for several years. There are fewer and fewer simple and positive aspects in the content, and more and more empty and hard.

In the few contents of the account at present, click on a video at will, and the comments with a lot of praise are all expressions of dissatisfaction: "Don’t sell things every day?" Changed the routine? " "I am the first fan, and I am by no means a black powder, but it is getting more and more boring, really."

There are many silver-haired online celebrity like Uncle Zhang who excessively consume their own commercial value, including improper planning of the team, short-sightedness or excessive consumption of IP value, and online celebrity’s own mentality change, which gradually loses his initial heart in the face of the impact of huge interests.

In addition to excessive consumption of commercial value, many silver-haired online celebrity who take the funny and life-oriented route are also facing the dilemma of realizing cash.

According to industry sources, the commercial quotation of Yinfa online celebrity in advertising placement is generally lower than the market price by 20%, and many Yinfa online celebrity accounts are in a loss state.

The main reasons behind this are as follows: First, many grounded silver-haired online celebrity are realized in a single way, mainly by short video implantation and live broadcast.

Short video implantation tests the team’s content creation ability and online celebrity’s performance ability, which has been mentioned before. Live delivery tests online celebrity’s own cognitive ability and expressive ability of brands and products, and even his ability to control accounts.

"The live broadcast of silver hair in online celebrity is actually a very difficult thing. On the one hand, it is difficult for many elderly people to establish a comprehensive understanding of brands and products. On the other hand, most of them speak dialects and need a strong helper. Even many silver-haired online celebrity don’t know what they are doing, just follow the instructions of the team. "

Second, silver-haired online celebrity faces many limitations when promoting its brand. "Although many beauty products can be presented to the audience through plot implantation, it is always difficult to show the intuitive effect of the products like young online celebrity."

03

Future direction:

Return to the content and focus on middle-aged and elderly people.

Combined with our research on the current situation of silver-haired online celebrity, we believe that the core of the transformation of silver-haired online celebrity must be to return to the content and dig deep into the IP value of online celebrity, instead of just using age as a tool to gain eyeballs.

Online celebrity is essentially a product of fast economy, and it has become popular in a short time by relying on the Internet. The middle-aged and elderly people are slow people. When "fast" and "slow" are mixed together, the freshness and fun of silver-haired online celebrity can really attract public attention in a short time.

But the novelty can only be temporary. When the novelty and impetuousness in the early days fade away, only the content is the core of linking fans.

This content can be online celebrity’s life experience, story or active attitude towards life as an elder, and it can also be knowledge output in professional fields, such as health care, fitness, beauty, storage and so on.

When people mention silver-haired online celebrity in the future, they will remove the "silver hair" and win with online celebrity’s own personality or specialty, which is the time when the ecology of silver-haired online celebrity will return to a rational state.

"The future silver-haired online celebrity must be able to export content and opinions on his own behalf, not as a puppet."

As for how to build a silver-haired online celebrity, we think there are two key points:

1. When designing IP, consider the subsequent liquidation problem.

Many silver-haired online celebrity’s early popularity stems from accidents or accidents. After accumulating the next batch of fans, they started to bring goods stiffly, and realized commercial realization with the help of online celebrity’s popularity and traffic.

But the result of this is: firstly, it is difficult for fans to pay the bill willingly, because fans lack a clear understanding of online celebrity except their age, can’t convince them of the products they choose, and even hate this over-commercialization behavior; Secondly, the realization is not sustainable. Even if some fans are willing to place an order, they are likely to buy the product impulsively and are unwilling to buy it again later.

Therefore, the commercial value of many silver-haired online celebrity comes and goes quickly. To ensure the sustainability of the account, we must design a general path from the content to the subsequent realization, and continuously strengthen this attribute through the content and realization around the IP core determined at the beginning.

For example, @ Fashion Grandma Group, whose IP core is fashion, what is fashion?

The understanding of @ Fashion Grandma Group is that fashion has nothing to do with age. It can lead people in its own unique way and arouse people’s desire for beauty, life, career and love.

Around this IP core, when planning the content, @ Fashion Grandma Group not only shows the fashionable appearance of grandmothers, but also pays more attention to showing the connotation of their active life through their life stories, thus playing a leading role in thought invisibly.

In the process of realization, most of the products they bring online focus on some middle-aged and high-end products, such as clothing, beauty, books or courses, etc. Offline recruitment and study tour also focus on improving the temperament and connotation of grandmothers. Both products and services are closely connected with the IP attribute of fashion.

2. Link the middle-aged and elderly population and the elderly industry.

Silver-haired online celebrity mostly connects with young fans, which is not necessarily the wrong direction, but there is always a problem: it is difficult to realize cash or ensure the sustainable output of content.

It’s a cliche that it’s difficult to cash in. It’s hard for silver-haired online celebrity to convince young people of the products they recommend.

Take Grandma Wang, who only wears high heels, as an example. She has more than 15 million fans and opened her merchandise window. The sales volume in the past 30 days was 12,000, which seems to be not low. However, compared with another young beauty blogger with 13 million fans, the sales volume of the product window in the past 30 days was 23,000, almost twice that of Grandma Wang.

It is difficult to guarantee the sustainable output of content, which means that some silver-haired online celebrity, such as @ Kangkang and Grandpa, can attract young fans through fashion trends and realize it by selling their own clothes.

However, if every content is just sharing clothes, it will easily make young fans feel aesthetic fatigue, because apart from the label of age, there are many clothes bloggers in the market, and online celebrity with silver hair does not have much advantage compared with them.

In addition, young fans often don’t have much loyalty, and it’s easy to abandon the bloggers they once paid attention to.

From these two points of view, linking middle-aged and elderly fans is the direction of more sustainable and long-term operation of silver-haired online celebrity.

On the one hand, the same age makes it easier to have a sense of identity, on the other hand, middle-aged and elderly fans are much more sticky than young fans.

In fact, some silver-haired online celebrity and MCN organizations are already transforming to link middle-aged and elderly fans.

@ Fashion Grandma Group began to focus on adjusting the fan structure last year. Through the content end, it changed from visual impact to ideological impact, and the number of middle-aged and elderly fans increased significantly. At present, the proportion of 41+ people exceeds 30%.

Not only the fashion grandma group, AgeClub compared the fan data of many silver-haired online celebrity last year and this year, and found that the proportion of 41+ people has improved to varying degrees.

Baguatian began to lay out a more diversified form of online celebrity, no longer taking silver-haired online celebrity as the only direction to link silver-haired people, and at the same time, it did not just gather old silver-haired online celebrity, but explored more middle-aged and even young online celebrity images, and laid out silver-haired people by specialty and content.

Besides linking middle-aged and elderly fans, it is also a great opportunity for silver-haired online celebrity to base itself on the elderly industry.

At present, the elderly industry is in the initial stage of development, and some elderly products have begun to appear in all walks of life, such as beauty cosmetics, elderly shoes, elderly clothing, household appliances, assistive devices and nursing products, etc., but market education is far from enough.

In these fields, silver-haired online celebrity will have great space and potential, for example, it can subdivide the professional knowledge of the fields from the elderly users, and it can also give children or elderly users experience in purchasing products through product trials and experiences.

-END-

Author/Shi Wei

The official synopsis of the movie "Nezha’s Devil Children Naughting the Sea" is as follows: after the Armageddon, although the souls of Nezha and Ao Bing were saved, the flesh will soon be past them. Taiyi real person intends to reshape the flesh of the two with seven-color lotus. However, there are many difficulties in the process of remolding the flesh. Where will the fate of Nezha and Ao Bing go?

Nezha, a novel written by the late classical literature expert Zhou Linga, was published by Hunan Literature and Art Publishing House, which tells the story of Nezha’s growing up from a child to a hero.

With so many fairy tales, why can Nezha "break through the tight encirclement" and win the love of the public? The answer of this novel is-Nezha’s story is like a mirror, reflecting the complex human nature entanglements. In him, people saw the struggle and resistance, the interweaving of good and evil, and the brilliance of human nature in the predicament.

The novel "Nezha" has opened up two magic universes, The Romance of the Gods and The Journey to the West, and tells the earth-shattering story of "Where Yi was born", the mysterious origin of "the origin of Nezha’s name", the rejection of "Nezha’s eviscerating the bones and returning it to Li Jing", the heartbreaking story of "Mrs. Yin’s thinking of building a temple" and the bitter and resentful story of "Nezha’s revenge and defeating Li Jing". Among them, there are also wonderful plots such as "Nezha fights three dragon kings and fights Erlang God". At the same time, this work also opened a big brain hole, and arranged for the second appearance of Empress Shijie, four magic generals, the Monkey King, Rogue, Yu Gong and other figures, and staged a bizarre and unique tragicomedy around Nezha. The author portrays a young hero with both wisdom and courage, integrity and kindness, hatred of disease and evil, and weeding out the strong and helping the weak. From the lotus root to the magic boy, Nezha became a rebel who dared to fight against fate, and the wonderful story revealed the human entanglement behind the legend to the fullest.

In real life, everyone will face all kinds of difficulties and challenges, and will also encounter misunderstandings and prejudices of others. And Nezha’s story, let readers and fans see a person in the face of unfair fate, how to bravely fight, with action to break the prejudice. In the book cover, the phrase "Awaken the long-sleeping conscience with the justice of a warm-blooded teenager" also reveals the high score of 9.3 points in this work and the reason why Nezha is widely loved by the public.

Fairy tales, classic books, collective "innovation"

At the end of 2023, the film "Feng Shen (Part I)" based on the mythical novel "Feng Shen Romance" was released, and it was "Feng Shen" with a box office of 2.6 billion yuan. The success of the film has brought more and more fairy tales to the public in various ways, and various picture books, books and cultural and creative products about ancient myths have also set off a hot sale trend.

In the movie files of the Spring Festival in 2025, "Gods (Part II)" and "Nezha’s Devil Children Naughting the Sea" were released at the same time on the first day of the New Year’s Day, and "Fairy Fight" came, and classic books were concentrated on "innovation" before and after the Spring Festival.

Focusing on the story of the King of Wu’s attack on Zhou, Yuelu Bookstore launched a full-book, full-note, full-comment and full-reading version of Romance of the Gods, and invited Sun Jiankun, a famous scholar, to make detailed reading, comments and annotations on the book for readers’ convenience.

Shanghai Ancient Books Publishing House also launched a "new" edition of Romance of the Gods. This edition is based on the original edition of "Four Snow Cottage" in the early Qing Dynasty, which was collated by Wang Weidi and Cao Manmin. Qian Bocheng wrote Foreword, which was originally published in the Romance of the Gods published by the agency in 1989. This paper gives a detailed introduction to the content and book completion of the Romance of the Gods. The book is vivid in description and full of strange imagination, which has been loved by readers in past dynasties.

As the official picture book story and the official art set of the series of "Magic Boy Nezha" movies, CITIC Publishing Group has published The Past of Nezha Three Realms and The Art Set of Nezha’s Magic Boy’s Naughty Sea. The picture book "The Past of Nezha Three Realms" not only continues the world view of the film, but also contains the unexpected stories of the key characters that can’t be fully presented in the film through humorous and classic narrative methods, especially the family stories between Nezha and his mother, Ao Bing and the Dragon King. With daily life and emotional details, it enriches the blank plot in the film and brings more rich and three-dimensional characters to readers.

"Nezha’s Magic Children’s Art Design Set" contains a large number of precious materials such as costume design, scene design, atmosphere design and split-mirror diagram, showing the design ideas and details of the film in an all-round way.

With the continuous refreshing of the box office of "Nezha’s Devil’s Child Naughty in the Sea", e-commerce data show that the above-mentioned new books have also become hot-selling explosions on various book sales platforms.

This article comes from Hunan Daily and only represents the author’s point of view. The national party media information public platform provides information dissemination and dissemination services.

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