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Special topic: picture channel


"Will you give your coat and scarf to the wandering old beggar to keep out the cold when it snows?" At noon on the 13th, the netizen "People are relatives of their hometown" posted a message on the Red Net Forum, claiming that she saw such a touching video on major well-known video websites in China, which accumulated tens of millions of popularity, and tens of thousands of netizens commented on it. The content was "On the afternoon of the 10th, there was sporadic light snow in Beijing. In an underground passage in Xidan, a beautiful young woman gave her coat and scarf to a wandering old beggar to keep out the cold". The scene was very touching and aroused many netizens’ resonance, saying that it was.
The video and text show, "On December 10th, the first light snow in Beijing, I obviously felt that the weather became much colder. At about 4: 30 in the afternoon, I saw a touching scene in the underground passage of Xidan, Beijing. A young woman went to the old beggar and stopped. First, she lost some change to the beggar, then asked him about the cold, then took off her warm and beautiful coat and put it on the old man’s body, then untied her scarf and tied it on the old man’s body, and then disappeared.
In this regard, Red Net netizens "Chinese Youth" and "Hot Ice" expressed incomprehension and questioned that "how was it so skillfully photographed?" Moreover, the woman hasn’t found anyone taking pictures, which is a bit like an arrangement, and she is suspected of self-hype. ""Why did this lady give her coat and scarf to the old man when she saw him? Unless you are prepared. If you believe that this beggar is really difficult, wouldn’t it be more helpful to send the old man to the rescue station or give him more money? If it were me, I could only give some money like his kind passerby or run home and get a cotton-padded coat for the old man. It is very unreasonable to take off your cotton-padded clothes. "
Of course, many admiring Red Net users, such as "soy sauce makers" and "water digression", sighed with emotion, "If it weren’t for hype, it wouldn’t be discounted at all to say that she is the most beautiful Lei Feng girl in China, but I really don’t have the courage to do so", "Giving someone a rose and leaving a lingering fragrance in my hand, whether true or not, at least this matter deeply touched our hearts, and this winter is no longer cold", "There is true feelings in the world," Perhaps the appearance of the old man reminds her of the people she knows, wishing the good people peace all their lives. ""Listening to the background music like "Honor your Parents" and watching this touching scene, those who question the hype are iron, even if it is hype, I hope you will hype yourself. ""Who can search her out? " She should be the candidate who moved China in 2008.
On the afternoon of 14th, the reporter contacted the photographer of the video "Xiaoyao Xue" by phone. He claimed to be surnamed Wang. Mr. Wang introduced himself as a photographer who loves to shoot things. For the query of netizens, he said that this can be completely explained. "I can’t just describe this scene by clever words, nor did I arrange it. In fact, I don’t know the girl. This month in Beijing is the month of respecting and loving the elderly, and I feel very sad to see many people being indifferent to the elderly. I have been crouching for several days to film this old man, just to see people’s actions of caring for the elderly, and then to post them on the Internet, with the aim of arousing people’s care for the elderly. It happened that this touching scene happened at 4 o’clock in the afternoon, and there were five minutes before and after. I took it secretly, and the distance was not close, so the kind girl didn’t notice it. I hope that after watching this film, everyone can reflect on how they treat the elderly. " (Reporter Geng Hongren)
Editor: Wang Jiaolong
I. Completion of investment in real estate development
In 2022, the national real estate development investment was 13,289.5 billion yuan, down 10.0% from the previous year; Among them, residential investment was 10,064.6 billion yuan, down 9.5%.

In 2022, the housing construction area of real estate development enterprises was 9,049.99 million square meters, down 7.2% from the previous year. Among them, the residential construction area was 6,396.96 million square meters, down by 7.3%. The newly started housing area was 1,205.87 million square meters, down by 39.4%. Among them, the newly started residential area was 881.35 million square meters, down 39.8%. The completed housing area was 862.22 million square meters, down by 15.0%. Among them, the completed residential area was 625.39 million square meters, down by 14.3%.
Second, the sale and sale of commercial housing
In 2022, the sales area of commercial housing was 1,358.37 million square meters, a decrease of 24.3% over the previous year, of which the sales area of residential housing decreased by 26.8%. The sales of commercial housing was 13,330.8 billion yuan, down by 26.7%, of which residential sales fell by 28.3%.

By the end of 2022, the area of commercial housing for sale was 563.66 million square meters, an increase of 10.5% over the previous year. Among them, the residential area for sale increased by 18.4%.
Three, the real estate development enterprise funds in place
In 2022, real estate development enterprises received 14,897.9 billion yuan, down 25.9% from the previous year. Among them, domestic loans were 1,738.8 billion yuan, down by 25.4%; Foreign capital utilization was 7.8 billion yuan, down by 27.4%; Self-raised funds were 5,294 billion yuan, down by 19.1%; Deposits and advance receipts were 4,928.9 billion yuan, down 33.3%; Personal mortgage loans reached 2,381.5 billion yuan, down 26.5%.

Fourth, the real estate development boom index
In December 2022, the real estate development boom index (referred to as "national housing boom index") was 94.35.

Table 1 National Real Estate Development and Sales from January to December, 2022

Click to download:Related data table
Table 2 Investment in real estate development in the eastern, central and western regions and northeast regions from January to December, 2022

Table 3 Real estate sales in the eastern, central and western regions and northeast regions from January to December, 2022

annotations
1. Interpretation of indicators
Investment completed by real estate development enterprises this year: refers to all the investment completed during the reporting period for housing construction projects, land development projects, public welfare buildings and land purchase fees. This indicator is cumulative data.
Sales area of commercial housing: refers to the total contracted area of newly-built commercial housing sold during the reporting period (i.e. the construction area confirmed in the formal sales contract signed by both parties). This indicator is cumulative data.
Sales of commercial housing: refers to the total contract price of selling new commercial housing during the reporting period (i.e. the total contract price confirmed in the formal sales contract signed by both parties). This indicator is the same caliber as the sales area of commercial housing, and it is also cumulative data.
Sale area of commercial housing: refers to the construction area of commercial housing that has been completed for sale or lease at the end of the reporting period, but has not been sold or leased, including the housing areas completed in previous years and completed in this period, but excluding the housing areas that have been completed in the reporting period, such as demolition and reconstruction, unified construction and agent construction, public supporting buildings, real estate companies’ own use and revolving houses, which cannot be sold or leased.
Funds paid by real estate development enterprises this year: refers to all kinds of monetary funds and source channels actually used by real estate development enterprises for real estate development during the reporting period. It is subdivided into domestic loans, utilization of foreign capital, self-raised funds, deposits and advance receipts, personal mortgage loans and other funds. This indicator is cumulative data.
Housing construction area: refers to the total housing construction area constructed by real estate development enterprises during the reporting period. Including the area newly started in this period, the area of houses that entered this period in the previous period and continued to be constructed, the area of houses that were suspended in the previous period and resumed construction in this period, the area of houses completed in this period and the area of houses that were suspended after construction in this period. The construction area of multi-storey buildings refers to the sum of the construction areas of each floor.
Newly started housing area: refers to the newly started housing area of real estate development enterprises during the reporting period, with unit projects as the accounting object. It does not include the construction area of houses that started construction in the last period and continued construction in the reporting period, and the construction area that stopped construction in the last period and resumed work in this period. The construction of the house shall be based on the date when the house officially begins to break ground and dig trenches (foundation treatment or permanent piling). The newly started building area refers to the total building area of the whole building and cannot be calculated separately.
Completed building area: refers to the total building area of all buildings that have been completed according to the design requirements, reached the living and use conditions, passed the acceptance inspection or reached the completion acceptance standard, and can be officially handed over for use during the reporting period.
Land purchase area: refers to the land area where real estate development enterprises have obtained land use rights through various means this year.
Land transaction price: refers to the final amount of land use right trading activities of real estate development enterprises. In the primary land market, it refers to the final allocation of land, the "bidding, auction and auction" price and the transfer price; In the secondary market of land, it refers to the final contract price of land transfer, lease and mortgage. The land transaction price is the same as the land purchase area, and the average purchase price of land can be calculated.
2. Statistical scope
All real estate development and operation legal entities with development and operation activities.
3. Investigation methods
Conduct a comprehensive survey on a monthly basis (except January).
4. Brief description of the national real estate development boom index.
The national real estate development boom index (hereinafter referred to as "national housing boom index") follows the theory of economic cycle fluctuation, is based on the boom cycle theory and boom cycle analysis method, uses time series, multivariate statistics and econometric analysis methods, takes real estate development investment as the benchmark index, selects relevant indicators of real estate investment, capital, area and sales, and excludes the influence of seasonal factors, including random factors. It is compiled by the growth rate cycle method, and is compiled monthly according to the newly added data. The national housing boom index chooses 2012 as the base year and sets its growth level at 100. Under normal circumstances, the national housing boom index is 100 points, which is the most suitable boom level, with a moderate boom level between 95 and 105 points, a low boom level below 95 and a high boom level above 105.
5. Division of East, Central, West and Northeast China
The eastern region includes 10 provinces (cities) including Beijing, Tianjin, Hebei, Shanghai, Jiangsu, Zhejiang, Fujian, Shandong, Guangdong and Hainan; The central region includes six provinces of Shanxi, Anhui, Jiangxi, Henan, Hubei and Hunan. The western region includes 12 provinces (cities and autonomous regions) including Inner Mongolia, Guangxi, Chongqing, Sichuan, Guizhou, Yunnan, Tibet, Shaanxi, Gansu, Qinghai, Ningxia and Xinjiang. Northeast China includes Liaoning, Jilin and Heilongjiang provinces.
On January 21st, Yanqing National Alpine Ski Center ushered in the first mass skiing competition of the venue. The second Beijing Ski Open was held here, attracting nearly 200 skiers from Beijing, Tianjin and Hebei, Inner Mongolia, Heilongjiang, Shanghai, Zhejiang and Sichuan.

Hosted by Beijing Social Sports Management Center and Yanqing District Sports Bureau, and undertaken by Beijing Skiing Association, Beijing National Alpine Skiing Co., Ltd. and Beijing Kaihong Sports Culture Co., Ltd., this competition is the largest national fitness skiing event in Beijing at present. There are two events in the competition: alpine skiing giant slalom and snowboarding giant slalom, which are divided into two groups: teenagers and adults, and 12 groups are set according to gender and age. The competition is open to the public, and all snow friends under 60 can participate.

The success of the Beijing Winter Olympics has promoted the rapid development of mass ice and snow sports in this city, and more and more teenagers and adults have participated in skiing. This open competition makes full use of the legacy of the Winter Olympics, aiming at creating a model of high-level national fitness events and boosting the sustained and high-quality development of Beijing’s ice and snow sports with brand events.

In terms of competition organization, the referee team of this competition has presided over the Beijing Winter Olympics and the Winter Paralympics, fully ensuring the professionalism, safety and fairness of the competition; The competition venue is the alpine skiing field of Beijing Winter Olympics, and it is also the only venue in China with a standard track for the Winter Olympics. It not only provides the contestants with the opportunity to experience the Winter Olympics track, but also vividly reflects the good management and good use of Beijing’s Winter Olympics heritage in the post-Winter Olympics era. As for the service guarantee of the competition, the organizing committee has formulated a scientific and perfect scheme, and comprehensively improved the participation experience in medical care, logistics supply and live broadcast of the competition. At the same time, the organizing Committee also set up a "warm-hearted viewing area" to provide escort certificates for parents of minors, so that relatives and friends of small players can also feel the charm of alpine skiing at close range and share the glorious moment.

This year’s competition settled in Yanqing, which is also the perfect integration of alpine skiing events and "beautiful Yanqing, the summer capital of ice and snow". The success of the Games further consolidated and expanded the achievement of "driving 300 million people to participate in ice and snow sports", and promoted the construction of Yanqing District as an "outdoor sports city" and the most beautiful winter Olympic city with ecological civilization. Next, the National Alpine Ski Center will hold the 14th National Winter Games Alpine Ski Competition, and the "Snow Swallow" is flying with wings to welcome visitors from all directions.
CCTV News: On the first day of the New Year holiday, colorful lanterns and folk performances in many places will fill the atmosphere of welcoming the New Year. Citizens and tourists enjoy lanterns and special food in the garden and enjoy a relaxing holiday.
Nanchang, Jiangxi: New Year’s atmosphere of picking new year’s goods and hanging lanterns

Near the New Year, the festive atmosphere in Nanchang, Jiangxi Province is strong, and the red lanterns decorate the neighborhood. In the new year’s goods market next to Wanshou Palace, calendars, window grilles, Chinese knots and other new year’s goods have been put on the shelves, filled with festive atmosphere everywhere, attracting many citizens to come and buy.

Citizen Yuan Wei: The new year has a new atmosphere, just having time to buy new year’s goods with my sisters, such as desk calendars and window grilles, to dress up the family and add a festive atmosphere to the family.
Shaoxing, Zhejiang: The temple fair is lively and has rich folk activities.
Buy new year’s goods and visit temple fairs. At the site of the first Shanyin traditional temple fair in Shaoxing, Zhejiang Province, the people in Fuheng Street, with a total length of more than 300 meters, were surging, and various booths were dizzying. There are more than 50 kinds of Shaoxing specialty foods, non-legacy products, etc., as well as a variety of Shaoxing local folk cultural activities.

Tourist Wu Lulu: It’s my first time to travel to Shaoxing, and I experienced the taste of old Shaoxing, which was very interesting.
Nanchong, Sichuan: Bright lights along Jialing River welcome the New Year.

On the banks of Jialing River in Nanchong, Sichuan, the Shangzhongba Bridge and landmark buildings are lit by bright lights, creating a strong festive atmosphere to welcome the arrival of 2024.
Hohhot, Inner Mongolia: The urban landscape is full of brilliance.

Various lanterns are also hung in the streets and alleys of Hohhot, Inner Mongolia. The city under the night is colorful, and the main streets, squares and traffic nodes in the city have set up different lighting landscapes.

Wang Zhandong, squadron leader of the Mobile Squadron of Huimin District Urban Management Bureau, Hohhot City, Inner Mongolia: In Tongdao Street, we mainly use red and yellow lotus leaf lights and flexible light strips, which mainly reflects the theme of "lights for thousands of families".
Xiangyang, Hubei Province: Walking through the ancient streets and feeling the characteristic folk culture.

Visit ancient streets and enjoy folk customs. On the morning of the 30th, Guanjiaxiang Cultural Leisure Street in Xiangyang, Hubei officially opened. The Millennium Old Street is located in the ancient city wall of Xiangyang, and it reappears the fireworks of the city after repair. The block covers different types of formats, such as the display of intangible cultural heritage with local characteristics, cultural and creative shopping, the exhibition of special agricultural products, homestay hotels, etc. The lingering charm of ancient style is integrated with modern commerce, allowing citizens and tourists to truly enter history and feel folk customs.

Citizen Huang Jun: In 2024, with the carp lamp behind us, I wish our life prosperous, carp yue longmen.
Editor: Jassamyn Liu Editor: Liu Liang




Zhongxin. com, Fuzhou, December 19 (Ye Qiuyun) "Lifelong education is related to the old and the young. It is more meaningful for compatriots on both sides of the strait who live in Jianhua community to promote the construction of a cross-strait integrated lifelong education model demonstration community." On the 19th, Chen Xiurong, honorary president of Fuzhou Taiwanese Investment Enterprise Association and chairman of Fuzhou Xianshi Enterprise Co., Ltd., said in Fuzhou.

On the same day, a cross-strait community celebration was held in Jianhua Community, Gulou District, Fuzhou City, Fujian Province. On the stage, performers from both sides of the strait gave wonderful performances; Under the stage, the old "birthday stars" applauded constantly.
In recent years, with the deepening of social aging in China, the demand for aging education and lifelong education has increased rapidly. In September, 2017, Fujian Provincial Department of Education established Fujian Lifelong Education Service Center based on Fujian Open University, and carried out lifelong education research, management and service for the whole province of Fujian.
"We found that the elderly have a strong willingness to accept new things, and their enthusiasm for learning is also very high." Chen Cheng, the teaching affairs department of Fujian Lifelong Education Service Center, said that from February to November, 2023, the project of "Helping the Elderly into Communities with Wisdom" had entered 31 communities in Fuzhou, delivered 108 classes and served more than 3,000 elderly students offline.
Cross-strait lifelong education exchanges and cooperation began with adult education, and now it has extended to continuing education, lifelong education, learning city, community education, education for the elderly (old age, old age) and so on. At present, the sub-district office of the Ministry of Water Affairs, Jianhua Community and Fujian Lifelong Education Center are jointly building a cross-strait integrated lifelong education model.
"In the future, we will send seven teachers from Taiwan Province to teach in Jianhua Community, including handicrafts, psychological counseling, family education, guzheng and pipa." Tan Jiaming, director of the Cross-Strait Youth Research Center of the Committee for the Care of the Next Generation in Pingtan Comprehensive Experimental Zone, one of the organizers of the event, said.
At present, the cross-strait integration lifelong education center is under construction. As the head of the Preparatory Committee of the Cross-Strait Integration Lifelong Education Center, Yu Jianfeng said that under the guidance of Fujian Lifelong Education Service Center, in the first three months, they had carried out normalized cross-strait integration style training and exchange in Jianhua Community, and students from both sides of the strait studied calligraphy, Ba Duan Jin, yoga and other courses together. "Today’s activity is just one of the links. It has organized cross-strait community residents to celebrate their birthdays together, bringing closer ties between the neighbors on both sides of the strait."
Chen Xiurong also believes that sending young people from Taiwan Province to the community can make cross-strait integration more active, closer to people’s daily life, and more acceptable to compatriots on both sides of the strait for cross-strait exchanges and integration. (End)
I have traveled to so many places, some places will only be visited once, and some places will be unforgettable.
I put all the things I have been to in recent yearsGlad you came’s travel destinations that feel most worthy of the name are listed and summarized into the following list.
Let’s see if it’s the same as what you think ~
Interested friends can also collect them as a reference for future travel destinations.
Beijing is no stranger to all domestic travelers, but it is a place where even after many visits, I feel that I have not stayed enough.
Although you may have been to the Great Wall and the Forbidden City countless times, you can’t help but stop and enjoy it quietly because there is too much history here.
I counted the beautiful scenery of Beijing that I still want to collect (for example, the four seasons of the Forbidden City), and I will go there four times by visual inspection.
Dialogue between the Son of Heaven and God-Hall of Praying for the New Year
The Modern Pulse of the Ancient Capital —— China Zunhe CCTV Building
China’s International Business Card-The Great Wall
Attached here is a travel guide to Beijing made by Xiaocao, both in video and text versions. Please help yourself:
Travel guide | How many of the eight scenic spots you must visit in Beijing for the first time?
Recommended by travelers! The most classic Beijing tourist route, covering all the must-see attractions.
Tibet is praised by many people as the destination of the soul, and grass also feels this way when traveling to Tibet.
Facing the mountains and rivers on the Qinghai-Tibet Plateau, we will strongly feel the smallness of human beings; Seeing the piety and simplicity of the Tibetans who worship the Buddha, we can appreciate the boundless spiritual world. There is a feeling that the mind has been soaked and washed.
Potala Palace, a Temple under Heaven
The height of the earth-Everest
The Reflection of Mount Sumi in the Present World —— Gangren Boqi
Tibet is also one of Xiaocao’s favorite travel destinations. Here is a travel plan for Lhasa:
Diary of Lhasa Travel | First Sight of Potala Palace in Lhasa | Jokhang Temple | Travel Guide of Barkhor Street
Lhasa Travel Diary | Take a look at these delicious travel food strategies in Lhasa.
I want to go to the northwest and enjoy different scenery. In the northwest, the most important place to go is Xinjiang.
Unforgettable Xinjiang prairie and its warm and lovely herdsmen; The soul-stirring Tianshan Snow Peak and the steep mountain shape; Curious ethnic customs and beautiful fairyland.
Xinjiang, how can it not appear in your travel plan?
Oil Painting in Gobi —— Bayinbuluke
Four Seasons at a Glance-Tianshan Mountain in Xinjiang
The Arabic Color of the Western Regions —— Mosque
Qinghai has a similar landform to Tibet, which is better integrated with the Central Plains in culture and life. It is very suitable as a destination for the first time to appreciate the plateau customs.
There are no very famous historical sites in Qinghai, but only beautiful scenery carved by nature, among which Shenhu Lake is especially famous, such as Qinghai Lake, Chaka Salt Lake and Emerald Lake.
The Sea on the Plateau-Qinghai Lake
The Mirror of Heaven-Chaka Salt Lake
The Bronze Mirror Made by Salt Pond —— Dachaidan Emerald Lake
Chengdu is the only metropolis with a population of ten million in China where you can see the snow-capped mountains with naked eyes, and it is also the starting point for many travelers to travel westward to Tibet and go on road trip.
Chengdu not only has rich city life and beautiful surrounding scenery, but also is a gourmet capital.
In terms of cost performance, Chengdu can be regarded as a unique position.
Cities and snow-capped mountains
Chengdu’s Business Card-Giant Panda
Activate every Taste Bud-Chengdu Chuanchuanxiang
Although Shanghai, a ten-mile foreign exchange and a colorful magic capital, is a rising star in China’s thousand-year history, it is a good travel destination.
Shanghai, like Beijing, has an amazing number of flights. No matter where you start from, there are plenty of round-trip trips and air tickets, and you can often buy surprisingly cheap special air tickets.
In Shanghai, you have to go to the Bund. Wandering between Puxi Wanguo Building Complex and Pudong Lujiazui three-piece suite, it seems that you can see the vicissitudes of a hundred years.
As the only Disneyland in the Mainland, this is another reason to attract Shanghai. Disneyland is really suitable for young people to travel, and the childlike experience here will make everyone who is still childlike linger.
Chongqing, as the hub of southwest China, has always been a major traffic artery, leaving many interesting historical stories, such as the entrust an orphan to Baidicheng.
Chongqing and Chengdu are very similar, with not only good scenery, good people, but also a list of delicious food.
The Dream of Encountering Spirited Away —— Hongyadong
Dazu Stone Carving, an artistic treasure house from the prosperous Tang Dynasty
Because of work reasons, Xiaocao often goes to Chongqing. Here I wrote a travel guide for Chongqing:
Travel guide | How to play in Chongqing? 3-5 days free travel in Chongqing with itinerary and food recommendation.
Xi ‘an has a history of more than 3,100 years, which is an inexhaustible treasure for travelers.
Visiting the Terracotta Warriors and Horses, traveling around the ancient city walls, enjoying the Wild Goose Pagoda, honoring the film without words, and cherishing the Huaqing Palace are all must-see items in Xi ‘an, but once again, they are not enough for you to experience repeatedly.
The eighth wonder of the world-Terracotta Warriors and Horses
A Thousand-year-old Zen Spirit-Big Wild Goose Pagoda
The Witness of Shame and Fading Flowers —— Huaqing Palace
I want to go to Dunhuang once in my life, which is completely different from the Central Plains.
There are countless scenic spots worth seeing, such as Mogao Grottoes, Crescent Moon Spring in Mingsha Mountain, Yadan in Dunhuang, Yumenguan, ancient city walls and so on.
Pearl bred in desert-Crescent Spring in Mingsha Mountain
Museum of Grottoes and Murals-Mogao Grottoes
Yadan in Dunhuang-ghost city
Nanjing is a city with both imperial demeanor and graceful manners in the south of the Yangtze River, and its beautiful scenery has made countless people linger for ever.
Whether it’s the blossoming of flowers in ming tomb, the change of times in the presidential palace, or the sparkling waves of Qinhuai River, it can make people daydream leisurely.
The cradle of Jinling’s ancient culture-Qinhuai River
Nanjing Museum, One of the Three Major Museums in China
The first Xiushan in Jinling-Qixia Mountain
Here’s a guide to Nanjing for friends who are going to Nanjing for the first time.
Nanjing travel guide in autumn is very detailed. Many autumn places are recommended.
Leshan is worthy of its name, not only because of its scenery, but also because of its food. The so-called "eat in Sichuan, eat in Leshan", Leshan’s food is even admired by Chengdu people.
In addition to the Giant Buddha and Emei Mountain, Leshan is also home to the well-known dervish chicken and spicy chicken, all of which originated from here.
Leshan Giant Buddha, one of the highest statues in the world
Jinding on the Cloud-Emei Mountain
Do these 11 travel destinations make you feel worthy of the name?
If there are other cities or regions that you have been to and particularly like, please leave a message in the comment area ~
Thank you for seeing this. Remember to like it before you leave!
I am @ Grass Roaming, who loves to travel. I focus on sharing travel experiences and travel strategies, and will continue to produce high-quality content about travel.
If you want to know what interesting travel destinations there are, or want to know the travel strategy of a city, you can pay attention to me!
# Headline Creation Challenge #
Text/Jin Cuodao Channel
"Riding the wind and breaking the waves" entered the 3.0 era.
The rising path of the term "Sister Lang" is very similar to that of women in this era.
It seems that since the first two years, a kind of feminism against traditional people has reached its climax."Feminism" and "mistress" have repeatedly become marketing terms with their own topics.
Under this momentum, women seem to have to meet the new expectations of society in order to be worthy of the title of "women of the new era" and deserve praise; In some marketing tones, women seem to be great enough only if they are independent and powerful.
As time goes on, we can see that the marketing that can make women "buy" gradually decreases, and her consumption seems to have entered a "weak period".
The reason is that the over-hyped "female gaze" and the "overcorrection" in order to seize the feminist slogan are revealing more and more problems. Many marketing slogans that seem to advocate women’s interests have imposed more shackles on women.
Female marketing is becoming more and more difficult, and many enterprises that want to seize the dividend of the times seem to be in a dilemma.
In this slightly embarrassing state, how can brands better solve the problem if they want to enter women?Euler, a car brand that loves women more, launched a special "confession" in the past 520 and handed in a high score answer sheet.
Looking back at the general marketing ideas when women’s topics just emerged, most of them are "independent you are the most whispering", "confident you are the most beautiful" and "free you are the most noble" and so on.
Although it is true, independence, self-confidence, freedom, etc., these words should imply sincere yearning for beauty, but when they become empty "please" that only exists in slogans and floats on the surface, they are not tying new burdens to women.
The frenzied marketing trend went down, and even the word "woman" on Women’s Day was once kept secret, and instead it was called "goddess" and "queen".
Since the beginning of this year, the marketing campaign with crazy momentum in the previous two years seems to have begun to be less intense, and the topic is far less sharp than before. The female theme that once "exploded per capita" no longer appears in the screen.
It is not so much that people are getting tired of women’s topics as that the society hates the routine marketing campaign.
of course,There are still some "heart-wandering" marketing cases quietly out of the circle.
Polaiya said: "Gender is not a boundary, but prejudice is"; Zhiben said: "I want to be what I want to be"; JD.COM said: "Her unknown side, every side is amazing"; Hua Xizi asked: "How do we reach the balance?" … Brands no longer praise women blindly in order to attract people’s attention, but dig, discover and affirm their unique qualities in a gentle way, and finally land on women’s actual pain points and growth demands.
Just past May 20th, the pre-sale conference of Euler Ballet Cat "Come for Love" also confirmed this trend.
Are women and cars inherently lacking in tacit understanding? I’m afraid not. By 2021, the number of female drivers in China has reached 162 million, accounting for 33.68%. With the rise of women’s demand for car purchase, her voice is eager to occupy a place in the automobile field, but unfortunately, such rights are still relatively lacking.
This is the pain point that Euler is facing directly.It is under the dedicated determination to "love women more" that Euler’s first female-only car, the ballet cat, arrived.
What kind of car do women need? Let women say:
The exclusive female research team of ballet cats unveiled at the pre-sale conference is the first in the industry. They come from various fields related to women’s life, such as fashion, jewelry, home, mother and baby, and make comprehensive suggestions for the design of ballet cats.
Is there a tacit understanding between women and cars? Let her feel for herself:
Ballet Cat sincerely invites AoDingwen, a national first-class actor and young dancer, to interact with the ballet cat at the pre-sale conference as a representative of elegant women, so as to fully show the elegance, fashion and thoughtfulness of the ballet cat to women.
As Wang Weiwei, CMO of Euler Auto, said at the pre-sale conference of ballet cats: "Euler makes cars for women, and the origin of thinking is not narrow feminism, not encouraging women to live, but making women better become women, gentle and firm, romantic and beautiful, and harvesting the softness and happiness they deserve."
In other words,Women don’t need to be taught how to be women.
We must admit that the natural differences between men and women in physiology and psychology, including vision, body feeling and emotion, are the best solutions to help women find themselves. It is precisely because Euler had such an understanding a long time ago that the ballet cat is what it is today.
People have an eternal pursuit of beauty, and the aesthetic concept of elegant renewal of ballet cats explains the aesthetic that is more in line with women’s pursuit. The use of arcs conveys a soft and elegant aesthetic feeling, and with a retro attitude, it interprets the fashion trend that is out of date; Dingbai, Azure, Rice Glaze, Junxia, Morning White, Golden Wind and Jade Dew, the official six colors condensed the glaze essence of Song Dynasty porcelain.
From the east to the west, from the classic to the trend, the ballet cat subverts the traditional masculinity in terms of automobile design, and from the perspective of women, this temperament complements each other.
At the same time,Ballet Cat has also reconstructed a deeper concept of "female friendliness" for cars, and we can see the "connotation" tailored to the needs of female segmentation in it.Workplace beauties, omnipotent mothers, beautiful girlfriends … What inconveniences do women face in different roles and different life scenes?
When commuting or dating, the ballet cat can be a mobile dressing room. The oversized cosmetic mirror with LED light source and the cosmetic box at hand are very convenient. You can also take a selfie in the car when you are in a good mood.
Driving with cold hands and physical discomfort during the physiological period, the ballet cat can be a warm man with intimate companionship, and the seat, steering wheel and air conditioner can be activated by voice control or one button to be surrounded by warmth;
When taking care of children, the ballet cat with children’s mode turned on can be a good helper, so that mothers can check the children’s situation in the car in real time while driving, reducing potential safety hazards;
There are also functional systems designed for actual scenes, such as braving the wind and waves mode and goddess mode …
The exclusive seat designed based on women’s ergonomics, the steering wheel size set for women’s shoulder width and palm size data, and even the angles of the seat, steering wheel and dashboard are precisely adjusted for women’s physiological data …
These are the answers that ballet cats give to women—Exclusive preference.
Undoubtedly,The current female consumption is still in the dividend period.So can this dividend period last for a long time? The answer is actually yes.
Since the beginning of this year, the battle of brand marketing seems to be much milder, but the consumption trend of her economy is still strong. The "Tik Tok 38 Festival" data report shows that the number of female consumers increased by 115.6% year-on-year.
In the automobile circle, with the increasing demand for women to use cars, the "female-only" tailored for them has just ushered in the ballet cat, a real new force.
At the pre-sale conference of ballet cats on May 20, Euler officially announced that the pre-sale price range of ballet cats was 193,000-223,000 yuan. Once the pre-sale was opened, it achieved good results. It is conceivable that the volume of women in the field of automobile consumption still has a huge room for explosion.
However, if you want to really reach the heart of women, you need the brand to focus on exerting force;About the female theme of marketing, it is a "long-term doctrine" that needs the brand to dig deep.
Euler’s determination can be seen from the moment when the official announced "a car brand that loves women more". Euler’s first female-only car, the ballet cat, is a key step for Euler to enter a new era of female marketing, and it is also a new starting point for Euler’s brand to rejuvenate and improve.
"Today’s consumer market, not win in the big and complete, but win in the small and specialized.The more focused you are, the more you will win.Dong Yudong, CEO of Euler Auto, said this.
Conclusion:
Although the current female theme is sensitive, "her power" is still a trump card. In order to really break the so-called "weak period" of marketing, marketing ideas must first be put in a correct position.
Slogan-style touting may make people "go to the top" for a while, but rhetoric divorced from reality will never really reach people’s hearts, and the dream bubble away from reality is doomed to burst with a poke.
Because women are kidnapped by these slogans, it’s hard to tell whether they should follow their own heart to realize themselves or adapt to the new expectations of society. What brand marketing can do is not to draw a big "cake" for women, but to think about what it can do for women.
"Love her" is not to forcibly shape her into what society expects.
But let her have more room to turn around in this world and find her own light with her.
An automobile is a four-wheeled motor vehicle, usually driven by an internal combustion engine. It is an important part of transportation in modern society and is widely used in personal travel, cargo transportation and public transportation.
Cars have many advantages, including convenience, high speed, high flexibility, and being able to drive on different terrains and roads. It can take people to their destination and save time and energy. With the continuous development of automobile technology, the performance and safety of automobiles are constantly improved, such as adding airbags, anti-lock braking systems and other facilities, making driving safer and more comfortable.
However, cars also have some problems and challenges. Automobile emissions will cause environmental pollution, especially air pollution and greenhouse gas emissions. In addition, automobile traffic may lead to traffic jams and accidents, which will have a negative impact on public space and personal health. Therefore, some countries and regions advocate reducing dependence on cars and encouraging green modes of travel, such as walking, cycling and public transportation.
In the future, the automobile industry is also constantly developing and innovating. Autopilot technology has been applied to automobiles, and electric vehicles are gradually becoming popular to reduce dependence on fossil fuels and reduce the impact on the environment. In addition, the sharing economy model is gradually applied to the automobile field to improve the efficiency of resource utilization. With the progress of technology and the change of society, cars may have more changes and developments in the future.