On the 24th of the twelfth lunar month, dust and sweep the house.

　

China has a custom of "sweeping dust" before the Spring Festival since ancient times.

　

So today, every household has begun to welcome the Spring Festival except Chen Buxin.

　

　

　

There are many traditional folk customs like this during the Spring Festival, such as observing the new year, paying New Year greetings, twisting waist songs, playing with lions, etc., all of which are about excitement.

　

Nowadays, in addition to some traditional entertainment projects, it has become a must for many families to go to the cinema to watch a movie.

　

The "Spring Festival File" was also born.

　

In the past, whenever the Spring Festival stalls were mentioned, the type of family fun was always the most mainstream.

　

　

There have been many this year, like all of them.

　

However, in this year’s Spring Festival, there is a movie that doesn’t look "friendly" at all.

　

It is a modern naval film directed by Lin Chaoxian!

　

Where did such a military movie with obvious muscle lines go to the Spring Festival?

　

Today, we might as well take a look together.

　

Zuo Heng @ Today’s Film Review: Operation Red Sea’s self-confidence is reflected in three aspects.

　

Market selection and positioning

differentiation

　

Zuo Heng @ "Today’s Film Review": One is the confidence of the genre. When your genre is positioned in comedy family fun, I use a completely different style to realize the choice and positioning of a differentiated market.　

　

Operation Red Sea has a kind of "childishness" of "I am partial to not" in the Spring Festival stalls.

　

When everyone thinks that family fun is the protagonist of the Spring Festival, I don’t.

　

This is a type of confidence, but also a game with the market and the audience.

　

Looking back on the past China film market, there are few cases of differentiated marketing, and even fewer successful ones.

　

In 2008, after the Wenchuan earthquake on May 12th, the whole country was depressed, especially the movie market, and there was only one tepid movie in the next two months.

　

In August, all eyes turned to the Olympic Games.

　

And it was at this time that Wang Yuelun directed the comedy film.

　

In a disputable controversy, in a seemingly inappropriate atmosphere, it finally made a box office of 48.84 million yuan, which made people stunned. (In 2008, there were only 11 movies with box office exceeding 100 million)

　

After that, it was in Deng Chao in 2014.

When all the movies can’t escape, breakup guru is scheduled for the same day.

　

There were three films released that day, Transformers 4: Extinction and Rebirth, breakup guru, and an approved film with a total box office of only 450,000.

　

In the end, the two films divided the world of the schedule, and "breakup guru" took 665 million yuan at the box office.

　

Later, it was the 2017 Spring Festival file, a literary film directed by Han Han.

　

Against a number of family movies, and with a box office score of 1.046 billion, it became an absolute dark horse.

　

Facts have proved that this way of using different types and styles to achieve differentiated market selection and positioning is very risky, but once it is successful, the benefits are very considerable.

　

This time, Operation Red Sea subverted the common types of Chinese New Year movies, such as family comedy, romantic drama, myth and magic drama, and chose to use the main theme IP masterpiece to face the 2018 Chinese New Year movie.

　

Whether it can win this "marketing difference war" and break through the record of films with the same theme, we look forward to it together.

　

Zuo Heng @ Today’s Film Review: Operation Red Sea is likely to become a dark horse. Because the audience in China did not complete their own consumption and vote for their hearts according to the imagination of a preset market. It is very likely that a group of viewers will think that I want to have a look and give Operation Red Sea a chance.

　

Made on the theme of military action

Maturity

　

Zuo Heng @ Today’s Film Review: The second is the confidence of production. Lin Chaoxian’s last film "operation mekong" showed the producers a successful tonality in the type of action tough guy.

　

In the past two years, the military theme of China’s film market continued to be hot, so two phenomenal works, Wolf Warriors 2, were born one after another.

　

Tracing back to the source of all this, we must point to operation mekong directed by Lin Chaoxian in 2015.

Operation mekong in 2015 was born out of thin air.

　

No large-scale publicity, no traffic stars, plus too serious anti-drug themes.

　

But such a movie is still a success!

　

With the vigorous temperament, exciting scenes and absolutely correct three views, from the beginning, the box office was far behind, to the top, and then to the far ahead.

It gave a shot in the arm to the film market that continued to slump at that time.

　

Therefore, as the second part of Lin Chaoxian’s "Action Trilogy", Operation Red Sea should and must deserve more attention.

　

The last one was about "police officers", and this one Lin Chaoxian aimed at "China Navy".

　

Operation Red Sea’s story is adapted from the real Yemeni evacuation incident.

　

Yemen evacuated overseas Chinese.

　

In order to present the most realistic visual effect, all the films are shot in real scenes.

　

For this reason, it took more than four months for the crew to go deep into Morocco, Africa.

　

The surface temperature is over 40 degrees, and it is suffocating to wear combat clothes every day.

　

In terms of food, because there is only meat but no vegetables, actor Zhang Yi has been growing vegetables for three months. ….

Zhang Yi is actually an "old man" in Operation Red Sea. …

　

Like Zhang Hanyu, he belongs to the hardcore uncle in the movie.

　

On the other hand, the frontline fighters of the Jiaolong Commando are all young actors led by Du Jiang and Johnny.

　

Zuo Heng @ Today’s Film Review: We need such a new force for film performance. We used to talk about fresh blood, but now it’s fresh muscle. We have shortcomings in this piece now, and there are relatively few young tough guys. Since last year, we have found that this wind direction is slowly changing. Then this film may bring us some surprises.

　

In reality, the young warm men are transformed into tough guys on the screen, and the love beans are all dressed in navy uniforms. They have another layer of reverie in the bullets.

　

In addition, Operation Red Sea also received strong support and affirmation from the China Navy during filming and production.

　

They contributed the most expensive "actor" in history to this film: Linyi Ship, a new generation of missile frigate 054A developed and built by China.

Besides, according to the film, there are more than 50 kinds of real guns in the Operation Red Sea.

　

Planes, tanks, missiles and drones all went into battle.

　

Naval battles, street battles and sniper battles will also be staged in turn!

　

　

From last year’s "Wolf Warriors 2" to Operation Red Sea, we have seen more and more national heavyweights appear on the big screen.

　

This set of military-civilian combined boxing made the audience praise, but also let the audience see the maturity of military action theme production.

　

Zuo Heng @ Today’s Film Review: This is a very modern thinking, which is both about military imagination and movie imagination. It uses the big screen and this popular culture to promote our military culture. And call on young people to join such a culture. China’s military film genre has really completed its army building.

　

The common people’s concern for a strong and powerful country

Identity

　

Zuo Heng @ Today’s Film Review: The third is cultural self-confidence. In fact, there are not a few people in China who have military plots. As long as this part of the audience is successfully attracted, it will be enough to support a market performance of this film.

In my impression, my parents’ generation grew up watching red theme movies.

　

See, will immediately think of Qionghua Wu.

　

When I saw it, I seemed to hear Wang Cheng shouting, "Fire at me!"

　

See, eyes immediately appeared Dong Cunrui hand-held explosive heroic image.

　

The red spirit has a profound influence on their value orientation, and it is also the only way to ignite their patriotic enthusiasm.

　

However, in today’s information explosion era, young people hold the pulse of the times, so the traditional red theme movies are out of place.

　

Therefore, military movies once declined because of market problems.

　

Fortunately, a group of outstanding China filmmakers have taken the initiative to assume social and historical responsibilities, and successfully found a way to talk with contemporary young people.

　

They express heroism and bloodiness, the moment of the rise of great powers and the pride in the hearts of the audience in the form of Hollywood blockbusters, which not only satisfies the impression, but also satisfies people’s inner imagination.

Therefore, a film like Operation Red Sea is not only special in genre among all the films in the Spring Festival, but also unique in its sincere feelings.

　

It can make you realize once again, as a Chinese, the pride brought by the strength of the motherland.

　

This sense of pride and patriotism is deeply hidden in the blood of every Chinese.

　

　

Zuo Heng @ "Today’s Film Review": Here, I would also like to say to many friends who are producers, that is, don’t be superstitious about the schedule or the habits of the audience. In fact, many things that happened in the market in 2017 and 2016 tell you that as long as your quality is good, you are not a dark horse, and you should be a heavy-duty player.

　

　　Japanese Prime Minister Suga Yoshihide has been in office for nearly a year, and the Japan-US alliance has been further strengthened. Japan’s diplomacy in the post-Abe era is facing a new situation, and Sino-Japanese relations are also undergoing tests.

　　"Has Sino-Japanese relations reached a crossroads?" At the 9th World Peace Forum, which opened on July 3rd, Shi Xiong, Minister Extraordinary and Plenipotentiary of the Japanese Embassy in China, said in response to The Paper’s question: "There is a saying that Sino-Japanese relations may be heading in the direction of deterioration, but we have not emphasized the relations with the United States and despised the relations with neighboring countries including China and South Korea."

　　However, from the "2+2" meeting of US and Japanese foreign ministers’ defense chiefs to the summit talks, and the recent repeated remarks about Taiwan by senior Japanese officials, Japan has strengthened its alliance with the United States while challenging China’s core interests on many issues.

　　"Suga Yoshihide is not necessarily a hardliner to China, but he can’t effectively restrain hardliners and conservatives, and may even use these people to cater to some voters intentionally or unintentionally." During the meeting, Yang Bojiang, director of the Institute of Japanese Studies of Chinese Academy of Social Sciences, told The Paper whether Japan would completely abandon its foreign policy of maintaining a roughly balanced relationship between China and the United States in the future. Although it is impossible to make a decision, if it completely leans towards the United States, it will be "dead end" in East Asia.

　　Japan’s "split body and mind"?

　　"Polls show that the Japanese people have a bad impression of China, but a considerable number of Japanese, especially young people, believe that Sino-Japanese relations are very important to both countries and the Asia-Pacific region." Shi Xiong, the Extraordinary and Plenipotentiary Minister of the Japanese Embassy in China, pointed out the negative side of Japanese public opinion on China at the World Peace Forum without hesitation.

　　In an interview with The Paper last December, the Japanese ambassador to China, Chui Xiufu, also talked about the contrast of mutual affection between Chinese and Japanese people. In view of the reasons and ways to reverse the situation, Chui Xiufu said, "I hope China can study it well. Of course, we are willing to think with China. "

　　Yang Bojiang bluntly said in the panel discussion of "Sino-Japanese relations: jointly promoting prosperity and peace in the Asia-Pacific region" at this World Peace Forum that Japan generally has bad relations with neighboring countries and needs self-reflection. As soon as this statement came out, the laughter and discussion in the audience were repeated. Shimizu Shihong also showed an awkward smile, but he still pointed out that the biggest reason for Japan’s poor public opinion on China is the differences between the two countries on the Diaoyu Islands issue, and Japanese media reports also played a role in fueling the situation.

　　When answering The Paper’s question "How to improve the folk feelings of the two countries", Shi Xiong said that China and Japan are facing some difficult problems together, such as the COVID-19 epidemic, climate change and the aging of young children. If the two countries work together to solve the problem, they can get to know each other better in practical actions, and at the same time strengthen communication between governments.

　　It is self-evident that Chinese and Japanese folk feelings fluctuate with the changes of bilateral relations. Has the current Sino-Japanese relationship reached a turning point? When The Paper threw this question at Chinese experts, they thought it was too early to draw a conclusion.

　　"Frankly speaking, there are still some variables, among which the United States is the biggest variable." Hu Jiping, vice president of China Institute of Contemporary International Relations, said that there are still uncertainties in the Biden administration’s China policy and its demands on Japan. After all, Sino-US relations are an important factor affecting Sino-Japanese relations. Another variable is the Japanese government’s strategic judgment and choice.

　　Yang Bojiang described Japan as actually in a state of "split body and mind". "The spirit is very hard and the body is very real." Japan stands in the same camp as the United States in security and is embedded in the strategic track of the United States, but in economic terms, Japan’s "decoupling" from China will lose the resources and opportunities to maintain prosperity and development.

　　Sino-Japanese relations have long been in a situation of "cold politics and hot economy". Even during the epidemic period of more than a year, the economic and trade exchanges between the two countries still performed well. According to the latest trade statistics released by Japan’s Ministry of Finance, in May this year, Japan’s imports and exports to China both hit new highs in the same month since 1979. The White Paper on China’s Economy and Japanese Enterprises (2021 Edition) recently released by the Japan Chamber of Commerce in China also pointed out that 63.5% of Japanese-funded enterprises in China still made profits under the epidemic situation.

　　It can be seen that Sino-Japanese relations are composed of multiple levels, with differences in politics and security and cooperation in economy and development.

　　Japan’s remarks on China are "real and false"

　　Suga Yoshihide, who started from the bottom of politics, has been questioned that diplomacy is its weak link since he took office, and Japanese media have also commented that "Kan diplomacy" lacks personal characteristics.

　　In fact, Suga Yoshihide took the post of Prime Minister under the banner of inheriting Abe’s line. In less than a year, the report card of "Kan Diplomacy" is not lacking. He not only became the first foreign head of state to meet face to face since Biden took office in the United States, but also led Japan to actively participate in regional cooperation and signed the Regional Comprehensive Economic Partnership Agreement (RCEP) with China, ASEAN and other countries.

　　It is worth mentioning that Japan is still actively promoting "vaccine diplomacy" despite the slow vaccination in China. On June 2, Japan co-hosted the online "COVAX Vaccine Summit" with GAVI, with more than 40 countries participating. At the meeting, Suga Yoshihide promised to provide the organization with an additional 88 billion yen (about 5.129 billion yuan), and at the same time said that he would consider transferring some locally produced AstraZeneca vaccines to developing countries.

　　Obviously, Japan is making efforts to create an international strategic environment, but the trend of improving relations with its neighbors is relatively rare. The warming pace of Sino-Japanese relations accelerated after the G20 summit in 2019, but soon the clouds appeared again.

　　"Although emphasize on China policy ‘ Stable Japan-China relations are very important ’ However, there are not many positive measures, but there are many negative trends. " Yang Bojiang pointed out that this is a new feature of Suga Yoshihide’s foreign policy on the premise of inheriting Abe. Kan government re-tightens the chain of Japan-US alliance, and follows the strategy of the United States participating in the game of great powers, which includes multilateral checks and balances against China. The objective reason for this policy trend is that the COVID-19 epidemic has accelerated the process of great changes in some aspects, Japan’s strength and development advantages have been further weakened, and Japan’s foreign strategic mentality has become more sensitive and fragile.

　　In addition to multilateral checks and balances, there are also voices exaggerating the so-called "China threat" in Japan. Recently, Defense Minister Nobuo Kishida and Deputy Defense Minister Taixiu Zhongshan have also made false remarks about Taiwan. China’s Foreign Ministry spokesperson Wang Wenbin criticized this at a press conference on June 29th, saying that some Japanese politicians ignored the fact of peaceful development in China and made excuses for "Japan, which had committed the crime of militaristic aggression" to loosen its military ties.

　　Japanese senior officials’ remarks about China’s internal affairs aroused great public concern, and Yang Bojiang thought that the background of these remarks was "real and false". "Reality" means that Japan’s economic security is highly dependent on sea lanes. Under the background of insufficient strategic mutual trust between China and Japan, Japan is "all plants and soldiers". The "emptiness" lies in Japanese politicians, such as Tarō Kōno and Nobuo Kishi, who say such "hard words" to cater to the domestic atmosphere, and can score points as a political operation.

　　Of course, there are different voices within the Japanese government. Nikai Toshihiro, the secretary-general of the Liberal Democratic Party, is second only to the president in the party and is committed to friendly exchanges and cooperation between China and Suga Yoshihide. "We need to talk to Chinese, and Nikai Toshihiro is our backbone." In an article published in The Economist in May this year, the British newspaper recorded the words of former Japanese diplomat and Suga Yoshihide’s special adviser, Miyaka Bangyan. However, there are only a handful of politicians like the second order in the LDP.

　　Hu Jiping told The Paper that Suga Yoshihide did not represent him alone, and many Japanese politicians, including Abe, had similar views on China. Even if the prime minister changes hands, the Liberal Democratic Party will still be in power, and China policy will not change much. But overall, the future Sino-Japanese relations are not so reassuring.

　　"At present, the complicated factors in Sino-Japanese relations have increased, but the mainstream of Sino-Japanese friendly cooperation and the essence of mutual benefit and win-win have not changed." China’s ambassador to Japan, Kong Xuanyou, published a signed article in the July issue of the-China Cultural Exchange Association, writing that the two sides should take the opportunity of welcoming the 50th anniversary of the normalization of diplomatic relations next year to revisit their initial intentions, lay a solid foundation, eliminate interference and jointly open up a bright future for bilateral relations.

In recent years, the development of make-up industry is mixed, and the elimination and rejuvenation of make-up brands at home and abroad has become the norm, in which the development volume of domestic make-up has been relatively weak, but it also shows that its development space can not be underestimated. According to the data of Toubao Research Institute, from 2017 to 2022, the market scale of China cosmetics industry increased from 44.29 billion yuan to 71.43 billion yuan, and it is estimated that the total scale of China cosmetics industry will reach 114 billion yuan in 2027. Among them, a number of domestic cosmetics brands, such as Huaxizi and Tangduo, continued to exert their strength, took advantage of price advantages, innovated marketing models, accelerated product iteration, won more development space by creating differentiation, and brought new highlights to the cosmetics industry in China.

Scientific research innovation+rapid iteration to tamp down differentiated barriers

Because of its small size and mainly decorative function, cosmetics tend to make people ignore the quality of their products. As consumers’ minds become more and more mature, the threshold of product quality requirements is gradually raised, and quality has become a standard factor to measure makeup brands, and brands have created differentiated barriers with scientific research and innovation as the "grasping hand".

"Products are always the core. It is an important opportunity for domestic cosmetics to create products that better meet the needs of consumers based on the unique skin and contour characteristics of Asians." The relevant person in charge of Tangyi Group said. It is through in-depth insight into consumer demand that the brands of Juyi Group innovate and develop from raw materials, packaging materials, structure and other aspects, and their products continue to break through and grow into the head enterprises of domestic cosmetics. The "ultra-fine eyeliner pen", "steel tube mascara" and "water essence" matte lipstick introduced by Citrus are representative products.

Fermented water essence lipstick

The same brand of "both internal and external repair" is Hua Xizi, which has established a scientific research platform of more than 7,000 square meters, set up five R&D innovation centers, and initiated the "Oriental Beauty Cosmetics R&D System". Hua Xizi has provided another way of thinking for the R&D innovation of beauty cosmetics in China. Up to now, Huaxizi has completed the extraction and preparation of 50 kinds of flower raw materials, screening and testing of 30 kinds of skin care efficacy, built a database of more than 100 flower prescriptions, and has a number of patents related to plant extracts and characteristic mineral raw materials.　　

After testing by consumers, products such as "Huaxizi Yuyang Series" and "Huaxizi Curved Air Cushion" have been recognized and become one of the best-selling products.

Whether it is "easy to use" has become the focus of consumers’ concern. For domestic cosmetics, we should not only do a good job of "face", but also do a good job of "lining" to truly build our own scientific research barriers.

Accelerating product iteration on the basis of innovation and aiming at consumers’ pain points at all times is another way for cosmetics brands to win.

Make-up is different from skin care products, and it has the characteristics of faster update iteration. If make-up brands want to precipitate users, they must constantly innovate and accelerate product upgrade iteration. Whoever can accurately understand the market changes and keenly capture the needs of consumers will be able to hold the brand growth password.

For example, Juduo will upgrade and innovate its products according to consumers’ feedback on its best-selling single products, such as "high-gloss capacity repairing plate" and "ultra-fine eyeliner pen", and at the same time gain insight into the new needs of consumers, and launch lip products such as "ice iron lip glaze" and "lip powder cream". In terms of base makeup, according to the different needs of consumers, we have launched "Little Fairy Ginseng" dry skin air cushion, "Face-slapping high concealer air cushion" and "Six-in-One Sunscreen Nourishing Cream", a special sunscreen product, to maintain the freshness and vitality of the product line.

Tangduo high-gloss capacity-repairing CD

"When thinking about category expansion, Tangduo improves the layout of all categories with growth thinking, and promotes crowd expansion through category expansion to help the brand grow steadily for a long time." The person in charge of the orange flower brand said.

Similarly, Huaxizi is constantly expanding its product categories. For example, the series of products "Huaxizi Xiaolian Umbrella Sunscreen", which was newly launched on April 16th, is the product iteration direction based on the insight of users’ needs. In addition, Hua Xizi is constantly upgrading and iterating in the direction of color products suitable for sensitive muscles and China women’s skin color.

Flexible marketing innovation deeply links brand value.

Domestic cosmetics show great innovation and flexibility in marketing methods. Through marketing, domestic cosmetics brands interact deeply with consumers, completing the link between brand value and consumers, increasing consumer stickiness and opening up the market.

For example, Hua Xizi insists on "co-creation by users" in terms of product effect and experience, so as to truly start from users. Taking "Hua Xizi Curved Air Cushion" as an example, before the new product went on the market, the brand took the initiative to launch a "10,000-person survey" and distributed 12,000 samples to consumers for free trial. Through online and offline methods, including online questionnaire survey and offline salon discussion, users’ feelings and suggestions were widely collected. After the launch of new products, the brand continues to collect consumers’ experience, and builds a small program of "Flower West User Co-creation" to achieve user co-creation more scientifically and on a large scale. In product design and packaging, white porcelain, Miao Yin, filigree, leather carving, Suzhou embroidery and other national crafts are adopted. In the lipstick paste, the micro-relief technology is fully applied to reproduce the classic oriental love stories such as "Zhang Chang thrush", "borrowing an umbrella from the lake" and "an all-consuming love". By integrating the traditional culture of China into modern cosmetics, the emotional resonance of consumers to China culture is aroused.

Hua Xi zi Yu yang series

Brand marketing activities should not only deepen the practical value of products, but also convey the professional image of brands in categories. For example, small programs such as "Skin ID Test" and "Skin ID Test" independently developed by Yeast Color help consumers quickly understand skin color and skin type, and also provide matching makeup product recommendations. In terms of product design, we jointly launched a series of "Pink Power" cosmetics with Zhu Deyong comic book "Bitter Girl", and customized four different sets of "pink" cosmetics, which embodied the imagination of urban women at the same time of nostalgia.

"If a beauty brand wants to establish barriers for a long time, it must have the output to solve the pain points of consumers’ functions and the output of the brand’s unique category concept and aesthetic system." The person in charge of the fermented color brand said.

Brilliant marketing strategies can deepen consumers’ awareness of brands and boost performance growth. For example, Orange Blossom has carried out a series of flexible and diverse marketing styles, jointly signed with Disney’s 100th anniversary, and combined Disney’s classic IP image with Orange Blossom’s classic single product; Taking advantage of the "Qixi Festival", a new series of "painting bamboo" with the theme of the festival was launched, and 10 colleges and universities in the United Nations held a collection of national inspired makeup; In-depth cooperation with well-known makeup artists, professional makeup formulators, well-known bloggers, etc., to help users solve the pain points of makeup through dry makeup teaching, novice science popularization, and interpretation of fashion trends; Invite well-known make-up experts to inspect the production factory of steel tube mascara for orange star products.

"Tangduo’s rapid sales growth in the past year is inseparable from a series of fast-paced and high-penetration marketing strategies to effectively reach and interact with consumers in different circles." The person in charge of the orange flower brand said.

In 2023, the cosmetics market as a whole ushered in a recovery. Relying on scientific research and technology, relying on price advantages and marketing models, domestic cosmetics achieved rapid development, and some even surpassed international cosmetics to complete an order of magnitude leap. For example, Tangyi disclosed that its GMV in 2023 exceeded 3 billion, and its size was almost equal to that of some listed companies.

"With the development of more and more consumers’ makeup habits and the gradual refinement of makeup, there are still great opportunities in the makeup market in China." The relevant person in charge of Tangyi Group said.

"Overall, the makeup market in China is on the rise, and the scale of makeup users in China is steadily increasing. Although there are small fluctuations in the size of the entire market, it is still a good trend and is good at stability. " Fei Man, vice president of Yige Beauty Group, said.

However, if domestic cosmetics want to go beyond the cycle and achieve long-term development, in addition to keeping up with the changes in consumer demand and enhancing the hard power of products, it is also the key to strengthen brand building and improve brand value and awareness. (Text/Yang Yingying)

Click on "Civilized Ningbo" under the heading to quickly follow.

Sanitary dead corners and corners are the pain points of human settlements governance, but they have become the highlights in the "micro-transformation" of various communities. Nowadays, Yinzhou District of Ningbo City has quietly planted more than 40 "shared gardens", which not only polished the "foundation" of urban civilization, but also became a distribution center for the practice of mass civilization and stimulated the new kinetic energy of social grassroots governance.

"Shared Garden" in Chenpodu Community of Shounan Street.

cause

Solve the problem of sanitary dead angle

"Dirty land" turned into "small garden"

The tall bougainvillea falls with rose petals, clusters of blue hydrangeas bloom in the sun, and the arched doors decorated with vines and roses seem to enter the fairy tale world … Chenpodu Community in Shounan Street is a resettlement community, which has been built for 18 years. When you walk into the community, you can see a well-dressed "shared garden" from time to time, which is a scene step by step.

No one can imagine that these "shared gardens" used to be public green spaces with piles of sundries.

Three years ago, this public green space was a dirty and messy sanitary corner, but it was always difficult to be cleaned up repeatedly. In 2018, Chenpodu Community began to build a "shared garden", and Yang Weirong, a resident who loves flowers and plants, took the lead in "land reclamation" and moved the flowers and plants in his home downstairs. Soon, more and more residents joined the "gardener" team. Today, there are nine "shared gardens" in Chenpodu Community, with a total area of over 1,400 square meters.

Zhousu Yunting Community in the eastern suburb street is also a resettlement community, and there are uncivilized situations such as destroying green vegetables and putting idle flower pots in the corridor to affect the fire escape. With the care of more than 10 enthusiastic residents, these places have become "shared bonsai gardens". Resident Wo Aimei moved her family’s flowers, such as Chlorophytum, Eupatorium odoratum and Capsicum annuum, to the "shared garden". Driven by her, residents Lu Qiuxian sent Dan Dinghong and Yan Chenbo cactus, and more and more residents put their idle green plants in the "shared garden".

Not long ago, the 42nd "shared garden" was planted in Chunxiao Community in the south of Panhuo Street. The lawn soil in this old community is exposed because of neglect of maintenance and illegal parking of vehicles. After renovation, arches, rockeries, bonsai, vibrant bushes and colorful Gesanghua have become the punching points for residents.

"Shared Gardens" are blooming everywhere in Yinzhou. Combined with the history and culture of streets and lanes and the architectural style of residential quarters, all street communities have promoted micro-transformation of barren and dirty public spaces with micro-creativity, and built a "shared garden" with blooming flowers, pleasant scenery and rich culture, and completed "beautiful transformation".

"Shared Garden" in Bicheng Community of Fuming Street

maintain

Public space co-construction and sharing

Onlookers become "enthusiastic people"

"I didn’t expect that after the’ micro-transformation’, the enthusiasm of residents to participate in the management of the’ shared garden’ was higher." Sun Danling, secretary of the Party Committee of Bicheng Community in Fuming Street, said that from the residents of the community, a group of residents who love to grow flowers and plants were selected as volunteers. Through cooperation with universities, the usual sanitary corners were lit and beautified with green ideas, and the residents themselves were mobilized as supervisors.

"The plants that the big guys put together, after being designed by a professional team, have a three-dimensional sense and layering." Ye Mingzhong, a resident of Bishui Hecheng Community, is the representative of the "Green Housekeeper" volunteer team in the community. He drives other volunteers to take care of the flowers and trees at No.4 point in front of the house, watering, loosening the soil and pulling up the grass … Looking at the "shared garden" in front of him, it is getting more and more beautiful, and everyone enjoys it.

In order to maintain the "shared garden" at home, resident volunteers have also made a "maintenance convention": they can only rest and chat next to the "shared garden" and are not allowed to play chess and cards; Chatting time should not exceed 8:30 pm, so as not to disturb the people; Everyone must take turns to take care of the flowers every day … Next, the function of "shared garden" in Bishui and the urban community will be continuously expanded. For example, a pavilion is being built next to the point along the river in the west. After completion, residents can read books, newspapers and do manual work in the pavilion to shelter from the wind and rain.

In the Ivy Community of Minglou Street, the planting tools, garden seeds, fertilizers, etc. needed to transform the "shared garden" are raised by the residents in the corridor. After raising enough funds, the residents worked together to eradicate weeds, pave garden paths with stones, plant flowers and plants, and put up protective fences … In order to better maintain the "shared garden", the community discussed and elected the location of the "shared garden" and made a weekly duty watch to be responsible for daily watering and fertilization.

Siming Middle School, a member of the Party Building Alliance of Taikoo Cheng Community Joint Education in Dongliu Street, built and maintained a "shared garden", and the "semi-wild" balcony was transformed into a "happy farm". The fruits such as figs, lemon trees and blueberry fruit trees were shared with residents, making the surrounding residents feel different urban pastoral life.

The implementation of sharing and claiming is another attempt by the community to promote residents’ autonomy and self-management. In Yinzhou, the "shared garden" not only brought together residents, but also mobilized the enthusiastic participation of community talents, cultural and creative teams, teachers and students of colleges and universities, and units under their jurisdiction to realize co-construction and sharing in a wider scope.

"Shared Garden" has become a practice place for neighborhood communication.

explore

Grassroots governance stimulates vitality.

"Small Garden" Derives "Big Function"

"There are many gardens and flowers in the community. How about making use of them and doing dried flowers and creativity?" "No, no, I can’t bear to pick flowers." "This is the Garden Chamber, and another garden can also be a garden study and a garden chess hall, and nine gardens are connected in a line!" ….. So many gardens, how to explore the functions other than enhancing the value of the community? A residents’ Council opened in the "Shared Garden" in Chenpodu Community.

Zhang Huiling, secretary of the General Party Branch of Chenpodu Community, said that since the "Shared Garden" was set with stone benches and chairs and became a "Garden Chamber" for residents to have a rest and enjoy the cool, it has become a platform for community residents to discuss and discuss, which has mobilized the enthusiasm of residents to participate in community governance.

It is understood that garbage sorting, exterior wall painting, setting up fitness spots, etc. in the community, all kinds of more than 20 major and minor matters related to residents’ lives are discussed in the "shared garden".

The "shared garden" is set on the lawn next to 10 buildings, which is a special area opened up by the community. Zhou Lei, secretary of the Party branch on the bank of the Yangjiang River in Xiaying Street, said: "The community residents are gathered together through flowers and plants. On the one hand, we exchange experiences in flower cultivation and promote neighborhood feelings; Secondly, we can listen to residents’ opinions and demands on community governance, resolve the ideological’ bumps’ in the hearts of the masses, improve community services, and let residents fully participate in community construction. "

The "shared garden" in the Golden Waterfront Community of Zhonggongmiao Street has become a venue for practical classes. Sun Lijun, a community expert, took the community owners to a gardening class in the "Shared Garden". Under the guidance of Sun Lijun, the skillful housewives use the height difference of different plants to create a three-dimensional sense of height.

At present, the "shared garden" has expanded its position function, resulting in "practice class", "chat round table" and "garden conference hall", which has become a platform for residents in the community to discuss and discuss. Some problems in the community have been solved in the beautiful scenery of the garden, which has injected new kinetic energy into grassroots social governance.

Original title: "Creating a model city of national civilization |" Dirty land "becomes a" small garden ",and these shared gardens in Yinzhou derive" great functions ""

　　The attacked mare.

　　Tiger hair hanging on the bush.

　　Clear Tiger Claw seal on the snow.

　　Original title: "Spring in the Snow" Northeast Tiger Appears in Tokyo City Forest Area

　　Northeast Network December 31 (Sun Dahai reporter Sun Xiaorui) On the 30 th, the reporter learned from the Tokyo Forestry Bureau of Heilongjiang Province that a case of a wild animal killing a horse occurred in the bureau, which was confirmed by the authoritative department to be the work of a wild Siberian tiger.

　　On the morning of December 30, the Senbao Brigade of the Public Security Bureau of Tokyo City Forestry District received an alarm from Xu Fengchun, a horse breeder at a management station in Er Station: a four-year-old mare was killed by an unknown wild animal, and it was suspected that it was the Northeast Tiger.

　　After receiving the police, the personnel of Senbao and Resources Department immediately rushed to the scene for investigation. Xu Fengchun’s horse pen is located in Lin Ban, No.51 Management Station, Er Station, far away from residential areas. In addition to regular feeding, more than 20 horses are raised to go up the mountain for food on weekdays.

　　According to Xu Fengchun, since November, I have found several large cat paw prints in many places around the stable, which are suspected to be the footprints of tigers. To this end, he also consulted the old people who had hunted around him. Everyone said that they had never seen a tiger before. On the evening of the 29th, he found that one of his horses was suddenly missing. At 10 o’clock the next morning, when looking for a horse on the hill southeast of the stable, I found the lost mare’s body lying in a dirt depression. The mare’s two hind legs are gone, weighing more than 100 kilograms.

　　After field investigation, it was found that the paw print length and width of this foreign "horse attacker" were about 12-15 cm. Investigators found some body hair and urine of "horse attackers" in the bushes near the mare’s body. Professor Jiang Guangshun from the Cat Center of the State Forestry Administration identified the image and initially confirmed that it was a wild Siberian tiger.

　　Since the implementation of the "Natural Forest Protection Project", the forest resources of Tokyo Forestry Bureau have been restored, and the number of animals such as black bears, deer, roe deer and wild boar has increased year by year. However, it is the first time that there is obvious evidence that the wild Siberian tiger preys. At present, local authorities are studying and formulating preliminary measures to ensure the safety of tigers and local residents.

    Abstract:The General Secretary of the Supreme Leader profoundly pointed out that it is necessary to respect the laws of news dissemination, innovate methods and means, and effectively improve the party’s news and public opinion dissemination, guidance, influence and credibility. This is the requirement for the overall communication effect of the news and public opinion work led by the party, and actually points out the direction and path for the traditional media to realize effective communication in the all-media era. This paper makes a dialectical analysis of the communication power, guiding power, influence, credibility and their relationship of the party’s news public opinion, and discusses the pragmatic path of effective communication in the all-media era.

    In the all-media era, from the traditional media such as radio, television, newspapers, magazines and movies, it has developed into hundreds of dazzling media forms; There are more and more media that share the communication power, and the communication power of the media is seriously diluted. Coupled with the accurate grasp of people’s needs by some new media and the deliberate catering to some human weaknesses, the decline of traditional media communication power is becoming more and more obvious and serious. Even though the coverage of traditional media is guaranteed by means of administrative subscription and downloading due to the support of the party and government departments, the arrival rate of communication and effective communication are still declining year by year.

    On February 19, 2016, General Secretary of the Supreme Leader presided over a symposium on the Party’s news and public opinion work and delivered an important speech, demanding respect for the laws of news dissemination, innovative methods and means, and effectively improving the Party’s news and public opinion communication, guidance, influence and credibility. [1] This is the requirement for the overall communication effect of the news and public opinion work led by the Party [2], which actually points out the direction and path for the traditional media to achieve effective communication in the all-media era.

    This paper makes a dialectical analysis of the communication power, guiding power, influence, credibility and their relationship of the party’s news public opinion, and discusses the pragmatic path of effective communication in the all-media era.

    First, the communication power

    In the "four forces", communication power is the premise, which solves the information acquisition of the audience. Communication power is the ability to spread news and public opinion information, which belongs to the category of communication capacity building. The media use all kinds of media to spread the information they want to spread on a large scale, so that it can be received by as many audiences as possible. Strong communication means that information can not only be transmitted, but also spread widely. Communication power is reflected not only in the breadth of communication scope, but also in the accuracy and depth of communication content.

    Communication power is the basis for the media to perform their communication duties, a kind of hard power, and also the main problem to be solved in the current media integration; It is not only a kind of ability, but also the embodiment of the effect of media integration and transformation. From the perspective of communicators, the elements of communication power include the talent team, technical level, channel strength, equipment level and management ability of communicators. From the information point of view, including the quantity, propagation speed and arrival rate of information; From the user’s point of view, including user scale, structure, coverage and so on. It reflects the media index, product index and user index.

    On August 18th, 2014, General Secretary of the Supreme Leader presided over the fourth meeting of the leading group for comprehensive deepening reform in the Central Committee of the Communist Party of China, and deliberated and adopted the Guiding Opinions on Promoting the Integration and Development of Traditional Media and Emerging Media. And media integration focuses on solving the problem of the decline of traditional media communication power. Communication power is the basis of guiding power, influence and credibility. Without communication power, guiding power, influence and credibility cannot be realized. In the past five years, the mainstream media have achieved great success in improving the technical strength and communication power of the media by increasing the number of media information platforms. At present, People’s Daily has 780 million users, among which, the total number of fans of People’s Daily in Weibo has exceeded 100 million, the number of fans of People’s Daily WeChat in WeChat official account has exceeded 20 million, the number of independent downloads of People’s Daily clients has reached 240 million, the number of overseas social media fans of People’s Daily has exceeded 80 million, 46 media-melting studios have been set up in the Central Kitchen of People’s Daily, and there are more than 20,000 digital screens of People’s Daily in China. Since the launch of the national party media information public platform, the content pool has aggregated more than 28 million articles … This kind of communication coverage and power was almost unimaginable when there was only a paper version of People’s Daily.

    On March 27, 2019, People’s Network Research Institute released the 2018 China Media Convergence and Communication Index Report, which investigated the convergence and communication of 284 major newspapers at the central level, provincial level, provincial capital cities and cities with separate plans. It showed that in 2018, the average report of each newspaper website was reprinted by the whole network for 151,000 times, the average number of fans of newspaper Weibo account was 4.11 million, the average number of articles published per newspaper Weibo account was 19, and the average reading volume of blog posts was 19. The average reading of the newspaper WeChat WeChat official account is 6,900 times, and 95.4% of the newspapers have settled in news aggregation platforms such as Sohu News, Tencent News, Little Information, Netease News and Today’s Headlines. The average subscription volume of 238 newspapers (including websites) that have settled in today’s headlines is close to 400,000. Nearly 20% of the newspaper headlines have a total reading volume of over 100 million in 2018, and the self-built client ratio is 90.8%. The average number of 271 clients has settled in 5.7 app stores, with an average download volume of 3.136 million per client. In other words, most of the information we come into contact with every day comes from the spread of mainstream media through various channels.

    Second, the guiding force

    In the "four forces", guiding force and influence are both goals, and guiding force focuses on solving the subjective judgment of the audience and is a soft power. Guiding power refers to the ability of communicators to guide users to grasp the correct direction and correct the deviation of public opinion. This is an important effect embodiment of media communication ability. Guiding power is the power of news public opinion to lead and guide people, and it is the ability to lead and guide public opinion and make it move in the expected direction. From the guide’s point of view, the elements of the guiding force include the identity of the guide, the guiding mode and means, etc. From the information point of view, it includes the perspective, tendency and thought of guiding information; From the point of view of the guided person, it includes the scale, level and will of the guided person. Guiding force generally includes attraction, persuasion and motivation. These three levels are the key points for the mainstream media to improve their guidance.

    First of all, the media should adhere to the correct direction of public opinion. This is the basis and core meaning of continuously improving the party’s news public opinion guidance. However, the correct public opinion guidance is only a condition to ensure the guiding force, not a sufficient and necessary condition, and we must also pay attention to the ways and means of public opinion guidance. If the reporter is arrogant, condescending, simple in preaching and blunt in indoctrination, and leads with a guiding shelf, it will inevitably lead to resentment and the goal of public opinion guidance will not be achieved. In terms of ways and means, the General Secretary of the Supreme Leader requested that the content to be disseminated be more attractive and appealing, and adopt a differentiated and differentiated approach. Let the masses love to listen and watch, and resonate. These are very practical and instructive.

    Secondly, the mainstream media must adhere to the correct concept of public opinion guidance. At present, many people still adhere to the "magic bullet theory", thinking that the audience is the target of a hit, and at the moment when the new media is so mature, they are still talking to themselves in a self-righteous way. In fact, the truly effective and correct public opinion guidance is not to defy the people’s hearts and refer to the deer as a horse, but to gradually guide the off-track public opinion to the right track. It should follow the trend, not the opposite. In the US presidential election, most mainstream media in the United States voted for Hillary early. In related reports, mainstream media in the United States have abandoned the so-called neutral stance, tried their best to support Hillary, and constantly tracked and reported Trump’s negative news; But obviously, they abandoned public opinion and tried to "guide" public opinion, which led to the disappearance of the guiding effect of public opinion and damaged their credibility. Most mainstream media in the United States are anti-Trump, and the only one who supports Trump with a clear-cut and continuous banner is Fox News, but Fox News has become the highest-rated TV station in the United States for three consecutive years, with an average audience of more than 1.4 million in the whole year and an average audience of more than 2.4 million in prime time, more than double that of CNN.

    Third, influence

    Influence is the essence of media competition in the current media structure. In the "four forces", influence is also the goal, which solves the problem of changing the attitude of the audience and is also a soft power. Influence is the ability of news public opinion to touch and even change users’ thoughts, behaviors and attitudes, and it is the effect embodiment of media communication ability; Influence is an "indicator" and "barometer" to evaluate the effect of media communication [3], which generally refers to positive influence. The elements of influence, from the perspective of influencers, include the identity of influencers, ways and means of influence, etc. From the information point of view, it includes authority, value content, closeness, etc. From the perspective of the affected, including the breadth, intensity and depth of the affected. Whether there is influence or not depends mainly on whether the audience and the affected objects have echoes or reactions, such as compliance, opposition, forwarding, quotation, comments, etc. expressed by actions, or only the inner recognition, doubt, denial, happiness, anger, contempt, etc.

    From the perspective of effective communication, the main functions of news reports are to spread information, express opinions and convince users. As a result, the influence of the media is divided into positive and negative points, and some users agree with the media after receiving news reports; Some users dislike this media, and this influence is negative. Moreover, there are different levels for users to accept the influence of media. It is the primary level for users to accept the influence of the media to identify with and not dislike the media. Being able to listen to what the news media say and be willing to obey it, either consolidating their original correct views or changing their original biased views is a higher level for users to accept the influence of the media. Being able to admire and yearn for it is the highest level for users to accept the influence of the media. In February 2017, two scientists, Yang Zhenning and Yao Qizhi, chose to give up their foreign nationality. After media reports, some netizens rallied to attack Yang Zhenning, thinking that Yang Zhenning did not return to serve the motherland like Deng Jiaxian at the most difficult time when the new China was founded. Now that the motherland is strong, he will "come back to pick peaches". Faced with such negative public opinion, People’s Daily tweeted an article on WeChat WeChat official account, "Do you say this about Yang Zhenning? Have you asked Deng Jiaxian? ",with a large number of facts and sufficient evidence, Yang Zhenning’s great contribution to the construction of science and technology in new China refuted the absurd views of netizens. Such reasonable reasoning has profoundly influenced many people’s existing views. Belong to a higher level of influence. From the analysis of this case, influence can not be achieved only through opinions.Only the viewpoint based on objective facts can make people accept the influence of the media.

    Moreover, the influence is actually mutual. Since the media age, people will not simply accept the influence of the media in one direction. People’s concerns and opinions about an event will in turn affect the direction of media public opinion, and may make the media a "follower" of the agenda set by people, just like the popular "hot spots" in the new media field, and even make news public opinion turn because of the influence of users. In addition, various public opinion fields compete with each other for people’s attention and influence users. People are also easily influenced by other public opinions, such as the public opinion field of new media represented by self-media.

    In the influence competition of public opinion communication, the volume and level of media are not decisive factors. The spreading power, guiding power and credibility of the media are all supporting factors of influence. All these come from the image, positioning and value accumulated in people’s minds by daily media reports. Events are factual elements in the influence of the media, and the aphasia or the lag of reporting when major events occur will damage the influence; Rationality implies profound and thought-provoking truth and wins people’s hearts with rationality. Things contain reason, and things are integrated; According to reason, convince people with reason; Convey feelings and move people with feelings; Wait a minute. These are all ways to enhance the influence of the media.

    Fourth, credibility

    In the "four forces", credibility is the guarantee. The communication, guidance and influence of news public opinion depend on credibility. A news media lacking credibility will inevitably not have strong communication, guidance and influence.

    Credibility refers to the degree and result of news information being trusted by the public, and it is an internal strength and social trust resource that the media should have. Credibility is also a component of capacity building. From the perspective of communicators, it includes whether the communicators are honest, brave, rigorous and fair. From the perspective of information, including whether the information is true, objective, comprehensive and balanced; From the user’s point of view, it includes the degree of recognition, acceptance, dependence, loyalty and so on.

    In a sense, authenticity is the cornerstone of credibility. [4] General Secretary of the Supreme Leader held a symposium on the Party’s news and public opinion work in 2016, reiterating that "authenticity is the life of news. It is necessary to describe facts according to facts, not only accurately report individual facts, but also grasp and reflect the whole picture of events or things from a macro perspective. " In fact, the General Secretary of the Supreme Leader is well versed in the law of news dissemination. Twenty-six years ago, in an article entitled "Grasping the Basic Points of Journalism" published by China Reporter magazine, he pointed out: "Journalism, as a science, has a close relationship with politics. But it doesn’t mean that news can be equated with politics, and it doesn’t mean that it can be true for political needs. Therefore, it is necessary to emphasize the party spirit of journalism and not ignore the regularity of journalism itself. " [5] Undoubtedly, the principle of news authenticity is the basic point of news law and the basis of media credibility. In addition, the "clarifying fallacies and distinguishing right from wrong" in the 48-word journalist’s duty and mission put forward by the Supreme Leader General Secretary also contains the cornerstone of credibility-authenticity.

    At the end of 2018, an article entitled "No matter how white the snow in Xuexiang is, it can’t hide the pure black heart! Don’t go to Snow Country again! After the publication of the article, the local public opinion response mechanism was launched, "putting public opinion prevention and control in the first place". Four days later, a network in Heilongjiang launched a report entitled "The Latest Experiential Interview of Journalists: Snow Township People Inject Heart into Polishing Service", eager to "bleach" Snow Township with the credibility of the media. In many public opinion incidents, we can also see that some mainstream media have similar performances. When major local public opinion incidents occur, they lack a correct concept of public opinion guidance. In practice, they repeatedly use the credibility of the media to endorse the interests of a small number of people, at the painful cost of damaged media credibility, and the effect of public opinion guidance is getting worse and worse.

    The truly effective and correct guidance of public opinion is by no means to avoid contradictions. The media, which shoulders the responsibility of guiding public opinion, cannot be the initiator of splitting the social discourse system. After the incident, there were different opinions from the media, but the clues and opinions of the professional media were always absent, and even they became the other side of the extreme discourse division, causing social opposition at the expense of long-term credibility and influence. This is the performance that the media did not perform their due duties correctly. The deviation and complete disconnection between the two public opinion fields eventually led to the loss of credibility of one of the public opinion fields and was abandoned by the people.

    "Small scolding helps a lot" is, in a sense, a kind of historical wisdom guided by public opinion. Indifferent "small scolding" is the foundation of media credibility. Only by helping to maintain media credibility can we "help" at critical times. The mainstream media should be used at the most critical time. And how can we expect him to be a good "anchor" at a critical time if we don’t let the mainstream media talk or let him "talk nonsense" on seemingly trivial matters?

    [Notes]

    [1] Du Shangze. The supreme leader stressed at the party’s forum on news and public opinion work: stick to the right direction and innovate ways and means to improve the credibility of news and public opinion [N]. People’s Daily, 2016-02-20.

    [2] Chen Lidan. "Improve the communication, guidance, influence and credibility of news and public opinion"-study the discussion on news and public opinion in the report of the 19th National Congress [J]. News lovers.

    [3] Zhao Yanhua. Analysis of the concept of media influence [N]. China News, 2003-8-25.

    [4] Lv Yiran. The cornerstone of consolidating the "four forces" of news public opinion: truth [N]. Wen Wei Po, 2016 -2 -23(5).

    [5] Xu Yiming. Grasp the basic point of journalism-Fujian Ningde prefectural party committee secretary’s top leader talks about journalism [J]. China reporter, 1989(7).

    (AuthorKwok Kuen Chan He is a consultant of Military Journalist and editor-in-chief of China Journalist magazine).

　　Recently, a series of experiences of TikTok’s overseas Tiktok in the United States have attracted attention. As a short video sharing application for young audiences, in just three years, the number of TikTok users in the United States exceeded 100 million, and in the first quarter of this year, it became the most downloaded mobile application in the world. However, TikTok, which is so loved and sought after by the American people, has recently been threatened by the US government to ban it. Such an American adventure of ice and fire is worth exploring.

　　On August 6th, local time, Trump signed the executive order of the President, giving it to Tik Tok Overseas Edition — TikTok set a 45-day time limit for "closing the door" in the United States. After 45 days, American individuals or entities will be prohibited from trading with TikTok, WeChat and their parent companies in China. However, what the so-called "transaction" actually means is not stated in the administrative order.

　　Washington post reporter:It may mean that Americans can’t work for TikTok, or that Apple Store and Google Store can’t provide downloads for TikTok. We don’t know what this means yet.

　　Recently, Trump has repeatedly claimed that all mobile applications developed by China Company pose a threat to the national security of the United States.

　　On July 29th, TikTok CEO Meyer responded that TikTok was registered in the United States, and the top management of the company was all held by Americans. All the data of American users were stored in the database located in Virginia, USA, and only backed up in Singapore. TikTok has never provided and will not provide user information to the government of China.

　　He also said that in order to prove his innocence, he is willing to show the core algorithm of TikTok data collection to the US Foreign Investment Committee, which is responsible for the supervision of foreign-funded enterprises.

　　Pappas, General Manager of TikTok USA:Our mobile application is the safest, and we know how to do the right thing ….. TikTok’s 1,500 employees are working hard for it every day, and we will create 10,000 jobs for the United States in the next three years.

　　In August 2017, TikTok entered the American market, and then Tik Tok’s parent company "ByteDance" acquired the American short video sharing website Musical.ly for $1 billion. The following year, it launched a new version together with Musical.ly, which is now the overseas version of Tik Tok — TikTok, its customer base is mainly young people.

　　In just three years, TikTok has quickly become popular in the United States, with the annual growth rate of users as high as 376%. In Japan, Brazil, Russia and other countries, TikTok also topped the local App Store and Google Play download rankings.

　　Zach King, born in 1990, is one of TikTok’s most famous bloggers in online celebrity, with more than 45 million people following him. He used the video editing function on TikTok to make his work look like magic.

　　TikTok blogger Zach King:What we see is a new style of humor, which is different from painting on Vine or the long video on YouTube. It is an expression-packed culture. People create emoticons according to their own preferences. What I like about them is that if you watch these short videos carefully, you will find the deep humor contained in them, which is a trend.

　　TikTok’s user base is mainly millennials like Zach King, and younger generation Z teenagers.

　　Millennials were born from 1981 to 1996. Generation Z, also known as network generation, refers to younger teenagers born between 1995 and 2009.

　　Tik Tok users:We must vote in November so that we can drive Trump away.

　　Tik Tok users:I want to vote for Biden.

　　Like all the popular applications in the world, there is also political content on TikTok platform.

　　According to the statistics of Pew Research Center, compared with the last US election in 2016, the average age of voters in this year’s US election is lower, especially among white voters, and the proportion of millennials and Z generations who love to play TikTok has increased significantly.

　　In June of this year, Trump has been "integrated" by TikTok users.

　　On June 16th, a user launched an initiative on TikTok, calling on people not to attend the Trump campaign rally in Tursa, Oklahoma four days later.

　　TikTok users:I suggest all those people who want to see 19,000 seats empty, grab tickets now and then don’t show up. What do you think of this idea?

　　The initiative immediately received more than 2 million likes and a lot of forwarding, and tens of thousands of TikTok users showed videos on social media that they had grabbed tickets for the rally but did not intend to go.

　　TikTok users:Oh, my God, I got tickets to the Trump rally. What a surprise, but I’m not going.

　　In the end, the attendance rate of the Trump campaign rally was less than 33%. In the face of a large number of vacant blue seats in the venue, Trump was furious.

　　A month later, Trump announced the ban on TikTok.

　　TikTok users in the United States:I don’t think it’s a coincidence that after the campaign rally in Tulsa was screwed up, Trump suddenly banned TikTok.

　　On many occasions, Trump also unabashedly expressed his dislike of TikTok.

　　US President Trump:When my friends learned that I was going to ban TikTok, they called one after another. Their children all love to play TikTok, but my friends don’t. Because of TikTok, they can’t even see the child.

　　In addition to Trump’s complaints about TikTok, TikTok, which is popular among American users, also makes the social media industry leader — — Facebook is quite uneasy.

　　According to statistics, in the first quarter of 2020, the number of monthly active users of Tik Tok has surpassed Twitter, Instagram and Snapchat to catch up with Facebook.

　　In May this year, after the black man Floyd was crushed to death by a white policeman, protests against racial discrimination broke out in hundreds of American cities. On TikTok, a forum called "Black Life is Life" attracted 18.1 billion visitors.

　　"Al Jazeera" anchor:An entertaining social software has become increasingly influential in politics.

　　In the United States, when it comes to the most politically influential social media platform, Facebook is the only one.

　　Facebook is not only the main platform for Trump to publish political advertisements, but also the extraordinary personal relationship between Trump and Facebook CEO Zuckerberg is no secret.

　　US President Trump:I’m awesome on Facebook.

　　US President Trump:(January 2020), I ranked first on Facebook … I wouldn’t be too surprised if Zuckerberg wants to run for president one day. He (Zuckerberg) has this ambition.

　　Since the end of 2015, Facebook has repeatedly lowered the bottom line of political advertisements for Trump. In Washington post’s view, Facebook did not deal with Trump’s hate political advertisements, which led to the abuse of "social media" by politicians.

　　As we all know, Facebook’s more serious "governance" behavior is that in 2018, as many as 87 million Facebook user information was obtained by the consulting company "Cambridge Analysis" and used maliciously.

　　Al Jazeera:In 2018, Cambridge Data Analysis Company stole tens of millions of American user information from Facebook, and these data were used to launch psychological warfare against voters in swing States, cleverly inducing these voters to vote for Trump in 2016.

　　Facebook CEO Zuckerberg:In 2018, Facebook did not do enough responsibility, which was a big mistake.

　　At present, as the leader of social media, Facebook has 2.7 billion monthly active users, reaching about one-third of the global audience. Zuckerberg also acquired Instagram and WhatsApp, and then acquired Oculus, a VR technology company.

　　In the April 2020 global social media download ranking, four of the top six applications were owned by Facebook. Its monopoly position is self-evident.

　　Facebook co-founder Hughes:In May 2019, many companies were unable to fight back in the face of Facebook, and they could not get a place to live. Monopoly makes innovation disappear. The way for Facebook to win is to buy it before its competitors become stronger or copy the innovations of competitors. Some startups have gained considerable investment and attention. However, since 2011, no large social platform has survived.

　　Washington State Councillor Jayapal:How many competitors did Facebook copy?

　　Facebook CEO Zuckerberg:Congresswoman, I can’t give the number of companies.

　　Washington State Councillor Jayapal:Less than five?

　　Facebook CEO Zuckerberg:I don’t know, Congresswoman.

　　Washington State Councillor Jayapal:Less than 50? In my opinion, Facebook is a typical monopoly power. Your company collects and realizes our data, and then uses these data to monitor competitors, copy, acquire and strangle competitors.

　　TikTok is Facebook’s opponent who tries to copy and strangle, because Facebook has never been able to play with short video applications.

　　In November 2018, Facebook launched a short video application — — Lasso failed. This year, its INSTAGRAM launched another application — — Reels。 Whether it’s software pages, video editing and special effects, Reels is like a fake version of Tik Tok.

　　TikTok CEO Mayer bluntly said in official website that Facebook is a COPY dog that constantly copies its competitors.

　　On July 29th, Tik Tok CEO Meyer accused Facebook of trying to drive TikTok out of the market in an unfair way under the guise of patriotism.

　　On August 5, on the day when Trump officially announced the ban on TikTok, Facebook "coincidentally" announced that its short video sharing application Reels was officially launched.

　　When the snipe and the clam fight, the fisherman gains.

　　According to Business Insider, at present, the biggest potential buyer of Tik Tok is likely to be the technology giant Microsoft. Microsoft is not only strong, but also is not facing the antitrust investigation of the US Congress like the Big Four, such as Facebook, Google, Amazon and Apple.

　　According to reports, the final purchase price of Microsoft may be only $10 billion to $30 billion, while TikTok’s market valuation currently exceeds $75 billion. For Microsoft, this is obviously a super bargain.

　　THE VERGE, an American technology media, pointed out that Microsoft has always been not good at operating social applications that need to face consumers directly. From the withered chat software MSN to SKYPE and LINKEDIN, the performance is mediocre, and TikTok acquired by Microsoft is likely to turn from prosperity to decline and lose its competitiveness.

　　Therefore, Washington post thinks that all this may be exactly what Trump wants: letting Microsoft screw up TikTok will not only help Zuckerberg and his Facebook company in the White House, but also weaken the ability of young voters to use TikTok platform to gather strength and deal with Trump.

　　Regarding the TikTok incident, Adam Segal/Council on Foreign Relations, director of the US Council on Foreign Relations, commented: "I don’t think the data of 15-year-old children dancing has much to do with national security. Banning TikTok without conclusive evidence shows the Trump administration’s inferior response to the fact that China has risen in the field of science and technology."

　　In Washington post’s view, the Trump administration’s protection of domestic enterprises such as Facebook and Google under the banner of "national security" is tantamount to opening a Pandora’s box, which may cause endless troubles.

In recent years, there are more and more types of traffic cards. So, what are the differences between these transportation cards? Please see the authoritative introduction of Shanghai Public Transport Card Co., Ltd. below ~

01 According to the carrier used.

According to the carrier used, there are the most common physical transportation cards and convenient virtual transportation cards in Shanghai. Virtual transportation card is a transportation card based on nfc function loaded by electronic equipment to realize credit card application. Therefore, compared with the physical transportation card, the virtual transportation card is easier to carry and avoids the trouble of "forgetting to bring the transportation card when going out". Here we need to know: What is nfc?

The nfc application of card swiping is the abbreviation of "near field communication", which refers to "short-range wireless communication technology". At present, it can also be divided into common "mobile phone traffic cards" in our virtual traffic cards.

And through watches, bracelets, etc.

"wearable device traffic card"

Mobile phone model capable of opening virtual card

Apple phone:

Iphone se, iphone 6s, iphone 6s plus, iphone 7, iphone 7 plus, iphone 8, iphone 8 plus, iphone x, iphone xr, iphone xs max, iphone xs, iphone se (2nd generation), iphone 11, iphone 11 pro, iphone 11 pro max.

Huawei mobile phone:

Huawei p40 series, p30 series, p20 series, p10 series, mate30 series, mate 20 series, mate 10 series, mate 9 series, mate xs, mate x, mate rs, nova 6, nova 6(5g), nova 5 pro, Nova2s; Glory v30, glory v30pro, glory v20, glory v10, glory v9, glory v8 netcom, glory 20 pro, glory 20/ glory 10/ glory 9/ glory 8 (all excluding youth edition), glory magic 2 and glory note 10.

Xiaomi mobile phone:

Xiaomi 10 series, redmi k30 series, Xiaomi 9 pro 5g, Xiaomi cc9 pro, Xiaomi cc 9, Xiaomi cc 9 Mito Custom Edition, redmi k20, redmi k20 pro, Xiaomi 9, Xiaomi 9 se, Xiaomi mix 3, Xiaomi 8 Transparent Exploration Edition, Xiaomi 8 Screen Fingerprint Edition, Xiaomi 8, Xiaomi mix 2s, Xiaomi mix 2, Xiaomi note 3 and Xiaomi 6.

Oppo mobile phone:

Oppo r17 pro, oppo reno standard edition, oppo reno 10 zoom edition, oppo reno youth edition, oppo a7n, oppo reno2, oppo k5, oppo ace, oppo ace2, oppo reno2oz, oppo a11n, oppo reno3 vitality edition, oppo reno3, oppo find x2, oppo find x2 pro, oppo reno3 pro.

Realme phone:

realmex2、realmex2 pro、realmex50 5g、realmex50 pro 5g。

Oneplus phone:

oneplus 7t、oneplus 7t pro。

Vivo phone:

nex 3、nex 3s、x27 pro、x30、x30 pro、iqoo、iqoo pro、iqoo 3、iqoo neo3。

Wearable device capable of opening virtual card

apple watch：

apple watch series 1、apple watch series 2、apple watch series 3、apple watch series 4、apple watch series 5。

Huami:

Amazfit gtr Smart Watch, amazfit gts Smart Watch, amazfit Smart Watch 2, amazfit Smart Watch 2 ecg Edition, amazfit Meter Watch Youth Edition is, amazfit Smart Sports Watch 3, amazfit Smart Watch; Amazfit meter bracelet 2.

Xiaomi:

Xiaomi Watch, Xiaomi Watch color, Mi Tu Children’s Learning Watch 4, Mi Tu Children’s Learning Watch 4 Pro; Mi band 3 nfc version, mi band 4 nfc version, mi band 5 nfc version.

02 by card type

According to the types of cards, they can be divided into ordinary cards and commemorative cards.

Generally speaking, these are common cards.

And all kinds of cards like the ones below are commemorative cards.

Of course, in fact, the main differences are as follows:

Simply put, the ordinary card is a deposit card, and the deposit of its 20 yuan base card can be refunded when the card is returned.

The commemorative card is a buyout card, which is non-refundable, limited and sold out.

03 according to the scope of use

Judging from the scope of use of traffic cards, there are currently two standards in Shanghai: the residential construction version and the cross-linked version. Issued by the Ministry of Housing and Urban-Rural Development and the Ministry of Communications respectively, the cross-linked version of the credit card has a wider range of use.

Ministry of housing and urban-rural development standard

Refers to the card issued according to the "city union" standard of the Ministry of Housing and Urban-Rural Development, and it is also the most common transportation card in Shanghai (such as purple card). The standard was launched and officially opened in 2012, and it is interconnected with some surrounding cities in the Yangtze River Delta.

Ministry of communications standard

Refers to the card issued in accordance with the "traffic card" interconnection standard launched by the Ministry of Communications in 2014. Up to now, more than 270 cities across the country have issued "traffic cards" that meet the standards, and the coverage of cities is still increasing. The most obvious sign of the "traffic card" that meets the standards of the Ministry of Communications is that there is a "traffic union" logo on the card surface, so this card is also commonly known as the "traffic union card", which is what we call the "cross-linked version".

Shanghai Communications Card (Crosslinked Edition) Ordinary Card Noodles (Coming Soon)

Friendly Reminder

In terms of preferential treatment, the preferential treatment enjoyed by Shanghai Transportation Card (cross-linked version) when it is used in Shanghai is the same as that enjoyed by Shanghai Transportation Card (housing construction version). However, when it is used in other places, the specific preferential method and quota must be decided by the local people’s government, and it cannot be generalized.

In terms of card service, although Shanghai Communications Card (cross-linked version) can be consumed in other places, it is only used for recharging, returning cards, repairing bad cards, transferring funds and other related businesses in the issuing place (Shanghai).

Source: Shanghai Public Transport Card Company Limited

Shangguan number author: Shanghai Communications

Screenshot of "Forbidden City Moon Cake" Taobao webpage

Screenshot of "Nezha Moon Cake" Taobao webpage

　　Moon cakes printed with "Nezha Expression Pack" each cost more than 50 yuan; The moon cakes produced by Taobao in the Forbidden City are most praised for their creative "packaging boxes". In this year’s moon cake market, creative cultural moon cakes are highly respected, and young people pay more attention to traffic and "face value" when choosing moon cakes.

　　Moon cakes should also be rubbed hot.

　　Consumers are willing to pay for traffic.

　　The highly acclaimed film Nezha has heated up the "Nezha School" in the moon cake market. In a food flagship store in Taobao, the Yangzi Evening News reporter found a "Nezha Moon Cake", which was well received. In fact, there were only three milky yellow moon cakes engraved with Nezha’s emoticons, plus a bottle of spicy lobster sauce. In the movie, Nezha’s invitation to Ao Bing’s birthday party turned into a Mid-Autumn Festival invitation in the gift box, and the shuttlecock symbolizing their friendship was also in the gift box. The price of this Mid-Autumn Festival gift box on Tmall is 168 yuan, and the purchase price after receiving the coupon is 158 yuan. On the back of the Mid-Autumn Festival gift box, it is indicated that "shuttlecock, invitation and spicy lobster sauce are all gifts and will not be sold separately", that is, three moon cakes engraved with Nezha’s emoticons and the packaging box need about 160 yuan.

　　The customer service told the reporter that "Nezha’s Magic Boy officially authorized the Mid-Autumn Festival Gift Box of Nezha Expression Pack" is the first official cooperation fund, which is only available online for the time being, and these gift boxes will be removed after they are sold out. The reporter observed that the production date of this batch of moon cakes is from August 1 ST to August 10 th, and the shelf life is 80 days. At present, it is the flagship product of this flagship store, and it has been on the shelves for more than ten days. Up to yesterday, 473 people have paid for it.

　　In the evaluation column, the reporter noticed that consumers are all fans of Nezha. Although many consumers pointed out such problems as "the design of the gift box is not very wise", "the invitation is made of paper" and "the expression printed on the moon cake is not very pure", most of them expressed their willingness to recharge the money for Yi Er.

　　Looking good is the most important thing.

　　Take care of packaging to win the hearts of young people

　　"I buy moon cakes mainly to collect their packaging boxes." Ms. Liu, who just worked, waits for the moon cakes in the Forbidden City Taobao shop to be "new" every year. This year, their store launched a black-skinned Chinese high-grade mooncake gift box in the Forbidden City with the theme of "Qiu Guang is full of poems". The skin of this moon cake is all black, and the stuffing inside is white lotus egg yolk, brown rice matcha, Shanghai milk yellow and red wine cranberry. Together with the black skin, the traditional five-color concept of "green, red, mysterious, yellow and white" is formed. The moon cake is also carved with flower-and-bird paintings, bamboo interesting paintings and landscape paintings, and the packaging picture is taken from "Qiu Jiang Waiting for Crossing". In this regard, many consumers call "no culture, they are embarrassed to eat."

　　This mooncake is 8 in a box, and the price of Tmall is 216 yuan. The reporter found from the online evaluation that most consumers’ praise for the packaging is far greater than the evaluation of the moon cake itself, and even many consumers said that just buying a box is worth it. Some netizens also reported that the taste of moon cakes in the Forbidden City is really average.

　　The reporter noticed that young people are mostly "face value control", and buying moon cakes is mostly for "face value". A "paper shadow flower viewing" lantern moon cake gift box, the mobile phone or LED light is placed in the box, and the gift box is lantern-shaped. According to the details of the goods in its shop, the design of the gift box combines the traditional paper carving art and Sichuan shadow play, citing the folk allusions of Li Bai’s invitation to the moon and Yue Bai, The Story Of Diu Sim. In addition to the general taste, this moon cake also has meat flavors such as "abalone with fresh sauce, spicy duck with Sichuan flavor, and beef with rattan pepper". Although it is currently in the pre-sale stage, it has gained many loyal fans, and many post-90 s customers think that this moon cake is not only beautiful but also practical, so it can be placed as an ornament at home.

　　In the era of traffic, in order to win the favor of young consumers, creative IP and cultural IP are becoming more and more important, and merchants are also trying their best to enlarge their skills, especially those who are "half-way monks" and "temporary monks". However, while rubbing heat and repackaging, merchants should ensure the quality and taste of moon cakes, so as to win a good reputation and achieve a win-win situation.

　　Yangzi Evening News/Yangyan reporter Jiang Jingyi