Wen/Muyu

Xiaohongshu wants to build an online city-state.

The reason why we say "polis" instead of "city" is because the word sounds more humanistic and ideal. Recently, Xiaohongshu officially launched the Community Business Convention. On the basis of the community values of "sincere sharing and friendly interaction" in the Community Convention last year, it added the business values of "sincere management and intentional creation", which set the tone for the direction of community operation.

Little Red Book officials are trying to convey an idea that they are creating an online city-state, and the users are all residents. They are sharing their real life online.

When anything develops to a certain scale, it will inevitably form some kind of public cognition, and Little Red Book, as the source of new consumption and online celebrity brand,Its "planting grass" attribute is deeply rooted in people’s hearts, which naturally makes people think of the scourge of "consumerism".

In Xiaohongshu COO Conan’s view, the public has a "cognitive angle" to Xiaohongshu.

Xiaohongshu COO Conan

The question that Little Red Book needs to answer is: Does it convey a "better life" or promote a "beautified life"? But this is not how the management expresses it, but will eventually land in the governance of the community.

From the official attitude, we attach great importance to this "convention".

As early as when the Community Convention was just launched, COO Conan of Xiaohongshu explained that it was called the Convention instead of the value norm because the value norm was more like a one-way request from the top down to the community residents from the perspective of community operators, while the Convention was a contract that Xiaohongshu repeatedly discussed and revised with different types of residents and finally formed.

When the content community is generally attacked by the community atmosphere and commercial realization, Xiaohongshu’s move is to return the focus to community governance.Is this "duty-keeping" a way to avoid conservatism or stick to one’s original heart? What impact will it have on its business fundamentals?

Left or right

Xiaohongshu chose to reinforce the city wall to counter the panic of commercial realization.

It seems that people in the content community are generally not good at making money. From Kelly Y Zhou in Zhihu, Rui Chen in bilibili, and Qu Fang in Xiaohongshu, they all talk about content operation, but they are all difficult in realizing business.In them, what you see is more the extension of some idealism, but less the decisive ferocity of some wars.

"In the early days of our business, we focused on content, never thought about the development path, and we were even more confused about how to realize it." Qu Fang’s words may represent the plight of all content communities.

The birth of these major content communities seems to have a sense of mission, but under the cruel survival test of business, these sense of mission now seems to be at a loss.

Data source: burning knowledge consulting, finishing by China Commercial Industry Research Institute.

Zhihu and bilibili, which have been listed, are under greater financial pressure. Take Zhihu as an example. In addition to the most traditional advertisements, members are sold, e-commerce, live broadcast and knowledge promotion are paid, but they are still struggling.

Compared with the first two,Xiaohongshu seems to be more "Buddhist" and "flat". He also does e-commerce and videos, but he feels that he has not exhausted his efforts. His local life is also in a state of "stocking" and he still earns money from advertising honestly.

However, it is obviously more and more difficult to earn money from advertising, and the traffic peaks, and the tigers are waiting around.

QuestMobile predicts that the growth rate of Internet advertising market in China will continue to decline in the next two years, and the content community platform is no exception. According to the report, the growth rate of social advertising market in 2022 and 2023 is expected to be 16.4% and 12.1%, which is significantly lower than the peak of 28.3% in 2020.

What is even more troublesome is that the business of "planting grass" itself has also been targeted by more and more people.

After Sina failed to push the oasis to stop Xiaohongshu in 2019, it quietly launched Hobby in March this year, positioning itself as a trend party for young people to create a community; Netease recently launched "Bi Ying", which is positioned as an emotional video interactive community for young people. In terms of product form and operation mode, both of them pay attention to and encourage life sharing, which is more like the video version of "Little Red Book" for the Z era.

Weibo screenshot

Not to mention Taobao and Tik Tok.

At the end of 2020, Taobao went online and became the first-level entrance of the homepage. It belongs to the grass content aggregation platform that positively marked Xiaohongshu. In less than one year, it achieved over 250 million monthly activities and over 50 million daily activities, contributing one-third of Taobao’s orders. Last year’s Double Eleven, Taobao visited more than 250 million users browsing grass content.

In Tik Tok, a team codenamed "L" was set up in the middle of last year to study Little Red Books, and the graphic function was launched in the App. There are rumors that a life-like community product is planned.

For Xiaohongshu, the diversified realization of uniform structure is still far away, advertising still supports the main revenue, and the businesses of the giants are crossing each other without borders. At this juncture, it is obviously more important to hold the basic disk of the community than commercial expansion.

What is "copy not to go"?

Little Red Book is an encyclopedia of life in the cloak of community.

In the Internet field, products are easy to copy, even at the pixel level, but at the same time, products are difficult to copy, and even the founding team can’t make a new one.

The moat of Little Red Book is actually higher than many people think, which is also its core value.

Peeling off the seemingly exquisite consumerism coat of Little Red Book, its skeleton is actually very pragmatic.

This pragmatism is not the efficiency orientation of the business model. In fact, Xiaohongshu’s start-up team has no entrepreneurial experience or Internet experience. The earliest product of Little Red Book is a PDF of Hong Kong shopping guide, which was made by Conan. In fact, it is a very simple strategy sharing, and strategy is a collection of methodology. Later, less than a month after the PDF document was launched, it was downloaded 500,000 times.

Source: Network

The later content trend of Little Red Book also continued this route, that is, sharing practical life notes.

Before 2016, Xiaohongshu’s recommendation mode was featured by editing and centralized operation, which would affect the product efficiency, but it formed an overflow of social and cultural content value, which is actually the function of the media, with the content surplus of local culture to popular culture, realizing the spread of influence and the growth of users.

Under the greatest common denominator of "life", the content boundary of Xiaohongshu has been continuously broadened, from beauty and clothing to home improvement, emotion, workplace and self-growth, but it is always inseparable from the word "useful".

This is the root of the strong search attribute of Little Red Book as a content community.

It has precipitated a lot of practical life experiences, and the long tail effect of the content is obvious, and many notes are constantly being dug by latecomers. A strange phenomenon is that the notes of Xiaohongshu are often collected more than praised.

The strong functionality of the little red book actually makes it play the role of an online dictionary of life experience in a sense, which means that the longer the little red book is operated, the higher the value of the precipitated content and the higher the moat.

The maximization of this "usefulness" lies in encouraging users to produce UGC content.In turn, it promoted Xiaohongshu to build a set of traffic "equal rights" mechanism.

This is actually closely related to the attributes of the content.

Life experience is universal rather than authoritative, and it doesn’t need any vertical professional endorsement. For example, Weibo and Zhihu started their business by introducing public knowledge, while the latter invited Internet tycoons and elites to endorse the platform through social status and identity authority, and output high-value content to achieve the diffusion effect from the center to the periphery, attracting more users with an attitude of onlookers and learning.

Screenshot of Xiaohongshu

These big V’s are performers in the center of the stage, and users are fans who applaud, which constitutes the power structure of the platform. Once this power structure is broken, for example, Weibo is publicly criticized and Zhihu V is skinned, the authority of community content will be completely deconstructed and become a noisy and disorderly public opinion field.

The content, form and operation mechanism of Little Red Book avoid this kind of conflict, and the subjectivity of life experience makes it not have top-down power and class overlooking color.

Unless "showing off wealth", this is also the main source of the public relations crisis and negative public opinion of Xiaohongshu. Therefore, in the Community Convention, Xiaohongshu explicitly opposes showing off wealth. In the conversation between Conan and Liu Qing, she also mentioned that Xiaohongshu will blur this class and sense of gap through operation.

Life experience can be contributed by everyone, so in order to let users contribute more UGC, Xiaohongshu did not intend to guide KOL, which also formed a situation that Xiaohongshu was all over the small KOC and lacked the top KOL. Here, the content distribution of "Little Transparency" and "Big Brother" is equal in traffic, and ordinary users without fans may also produce an "explosive article".

This is also related to the content form of pictures and texts. For example, in bilibili, the aesthetic threshold of video content produced by amateurs will be very low, which will affect the content presentation quality of the whole community. Therefore, bilibili will intentionally guide the professional UP, while the production threshold of pictures and texts with little red books less than 1,000 words is much lower for ordinary people.

Bilibili and Xiaohongshu, as the two most sticky communities in the content community, are inseparable from their respect for users themselves, rather than just treating them as digital traffic.

In an exclusive interview with LatePost, Rui Chen bluntly said: "Users in China are the cutest, because too few enterprises in China regard users as equal people. As long as you treat him as an equal, he is very protective of you. "

The complexity of the multilateral relationship in the content community naturally makes it difficult to operate, which is different from the clear bilateral relationship of buying and selling in the e-commerce platform, and the nodes with balanced interests are easier to control.

Therefore, the content community will inevitably go into strong operation and realize intervention through value orientation.With the growth of users, how to find a clear and definite value of the greatest common denominator is also a challenge for every content community.Bilibili broke the circle from the secondary group and Zhihu sank from the Internet elite, both of which were and are still facing the situation of split community atmosphere.

Data source: burning knowledge consulting, finishing by China Commercial Industry Research Institute.

It was not until 2021 that Xiaohongshu explored the Community Convention, condensed the community values of "sincere sharing and friendly interaction", and extended it to the business values of "sincere management and intentional creation" in the recent Community Business Convention, and guided it through detailed provisions.

Zhang Xiaolong mentioned in the product view behind WeChat that people are the reactor of the environment, so it is necessary to create an "environment", and then this "environment" will determine what kind of reaction users will make, and users will be drawn by the "environment" you create.

This actually means that the content community can’t really be "decentralized". Conan also said when talking with Liu Qing that Xiaohongshu can’t accept all phenomena just because it is a platform. After 2016, Xiaohongshu introduced algorithm recommendation and implemented "decentralization" in traffic distribution. However, it is still exploring "central idea" in operation and value guidance, which is the hidden line of Xiaohongshu and intentionally shapes the community atmosphere through traffic mechanism.

The biggest moat of Xiaohongshu lies in the "organic environment" that it combines systematic evolution with its own value orientation.

How does the "polis" do business?

Not making money is immoral in business.

Xiaohongshu proposed to build an online city, of course, not only based on a community experiment, although the community does have a lot of room for exploration in China. The earliest pioneer of content community in this respect is Douban. As early as ten years ago, Douban built an online Alpha City, and the street names were completely decided by residents’ voting. It also built its own economic system, using virtual currency "adzuki bean" to trade, and residents can open small shops themselves. Here you can see a variety of services, even "casinos" and "cemeteries".

Alpha City is more purely experimental, and in today’s popular words, it is the earliest community meta-universe in China.

Compared with Douban’s willful "lying flat", it is not qualified not to make money because it has raised a large amount of money all the way to today, and its valuation is equivalent to 3 bilibili, 4 Weibo and 20 Zhihu.

Source: Network

When the Community Convention was launched a year ago, many business brands questioned whether Little Red Book was against business. For example, various restrictions on "planting grass". Since Xiaohongshu launched the special treatment of illegal marketing in December 2021, 81 brands with illegal marketing behaviors have been banned, and 172,600 related notes and 53,600 illegal accounts have been handled, including some well-known brands. The reasons for the attack are mainly concentrated in non-compliant marketing behaviors such as false grass planting, amateur spreading, and writing on behalf of others.

Subsequently, the brand violation sub-system was launched to further standardize and improve business rules by gradient governance.

This series of measures, from the perspective of community atmosphere governance, are radical, but from the perspective of business, they are actually pre-rules, and community atmosphere and commercial realization are not irreconcilable.

In the recent Community Business Convention, Yin Shi, the head of community ecology in Xiaohongshu, further explained, "We hope to fully express our attitude through the publication of the Convention, and we welcome business very much. Business itself is to create value, which is completely consistent with the core of Little Red Book. Business prosperity is also a particularly important part of the community. "

In the face of Liu Qing’s doubts about consumerism, Conan explained that consumption is an objective behavior, unless the content about consumption appears in a small red book with high density, it can only rise to individualism when it reaches a certain extreme, and the anti-consumerism appearing in a small red book is used to present the diversity and inclusiveness of the community.

Dialogue between Liu Qing and Conan

In the final analysis, Xiaohongshu wants to establish a sustainable development cycle system and improve the efficiency of business with systematic ecology. Xiaohongshu chose the concept of "city" because for a city, commerce is actually an indispensable role for residents to live and work in peace and contentment, and even the prosperity of the city depends on the development of commerce.

From the perspective of community governance, from "city" to "convention", a set of self-consistency in operation logic is constructed to resolve the tense relationship between life sharing and commercial realization.

In the Convention on Community Commerce, the perfection of the two rules of "transaction" and "marketing" is also forcing the brand and KOC to standardize their business operations, and further gathering them into Xiaohongshu’s own dandelion platform for trading. However, the problem is that in the past, commercial and KOC bypassed the official transactions, in addition to maximizing the benefits, it was also because Xiaohongshu’s 10% two-way commission was much higher than the general 5% industry proportion of platforms such as Tik Tok.

After the supervision of Xiaohongshu has become stricter, it is even more necessary to answer a question. How to prove that it has higher conversion efficiency than other platforms? Especially today, when the new consumption trend is slowing down and the brand of online celebrity continues to charm.

In the "Convention" and the official public speech, Xiaohongshu particularly emphasized "truthfulness" and "sincerity", which means letting KOC recommend only the products it recognizes from the heart and letting the brand introduce its services objectively and simply. This sounds very good and has a long-term color, but it still faces many challenges in the actual landing process.

Source: rocket data

A number of insiders close to Xiaohongshu have said that Xiaohongshu’s revenue data in 2022 will triple that in 2021. In the face of this pressure,Can the action be kept unchanged during the implementation of the Convention? Moreover, if the path of advertising dependence remains unchanged, revenue growth cannot avoid the increase in the density of commercial content. How can this be balanced?

A city without business can’t work, but a city full of advertisements will make people want to escape.

Xiaohongshu has planned a utopian online city picture, but there will also be a false prosperity in the city. For example, the stalls are big and look glamorous, but the fiscal revenue is far from enough to cover the cost of public construction, the deficit is too large, and the balance is far away.

Before the massive investment and sky-high valuation, can the account of Xiaohongshu be counted?

　　Handling a mobile phone number can not only make phone calls and send text messages, but also bind broadband accounts and get free broadband — — This "mobile phone package+free broadband" model sounds practical and cost-effective, and is favored by many consumers. Mr. Liu, a Shanghai citizen, chose a similar communication package. He told the author that the primary reason for his choice was "feeling very cost-effective".

　　However, some users said that without their knowledge, the free broadband that was handled a year ago began to be charged quietly, but it was difficult to cancel it. Is the "free broadband" package really affordable or is there a "trap"? What problems should consumers pay attention to when choosing this kind of business?

　　"Package" is not for everyone.

　　Data show that at the end of 2018, the number of fixed Internet broadband access users in China reached 407.38 million, an increase of 58.84 million over the end of last year. Free broadband and preferential packages vigorously promoted by major operators are indispensable. Operators seize market share through free broadband, which makes giving free broadband to mobile phone packages increasingly become a mainstream communication package type. However, when different consumers choose this kind of package, the experience is very different.

　　Yan wang, who lives in Zhengzhou, Henan Province, has been using a mobile phone to bind broadband services for three years. "The free broadband given in the mobile phone package is no problem to use, and the mode of automatic monthly payment also provides convenience for users." Yan wang said that when he first moved into his new home, he packed a set meal with the recommendation of the salesman. "Do broadband alone for a month to 40 yuan; Tied together, the telephone bill and broadband add up to 68 yuan every month, and I feel that the price is still very affordable. "

　　However, Cui Le, a junior at Wuhan University, is not satisfied with the same "free broadband" business. Under the propaganda of the communication company, Cui Le and several roommates handled a set meal together. However, after a period of use, Cui Le found that the given broadband service was not suitable for campus use: the database purchased by the school could not be used, and the teaching platform could not be logged in. But at the beginning of the business, no one told them that such problems might occur. After several months of continuous deduction, Cui Le and several roommates felt "lost" and had to go to the business hall at the same time to unsubscribe from the business and cancel their mobile phone numbers.

　　Be careful of "default automatic renewal"

　　The author’s investigation found that consumers’ dissatisfaction with the "mobile phone package+free broadband" model is mainly reflected in the following aspects:

　　Free broadband is difficult to meet the needs of specific groups. Like Cui Le, many students in school have been troubled by the incompatibility between free broadband and campus network, which leads to the helplessness of going to the library to "surf the internet" when there is broadband in the dormitory.

　　Most free broadband packages are automatically renewed by default, which is unreasonable for users who don’t want to use broadband continuously. Netizen "john young" vomited on the social network that his phone bill somehow rose to the monthly 300 yuan. Only after inquiring did he know that the free broadband he had received had expired, but the service did not terminate, but he continued to deduct money.

　　For users who want to unsubscribe, change packages or "port number transfer", the process is relatively troublesome. Xiao Zhang, who studied at the Central Academy of Fine Arts, applied to the operator for changing the lower tariff package in early 2018, but it has not been changed successfully so far. "The salesman first said on the phone that he would help me change it and take effect the next month, but then I found that the previous package had been automatically renewed for one year. To cancel the contract, I can only go to the business hall where the number belongs. My mobile phone number is from my hometown in Henan. It is impossible to go back from Beijing just to change the package. "

　　"port number transfer" forced operators

　　Can consumers avoid the above troubles while enjoying the preferential treatment? During the interview, Xu Li, a staff member of China Unicom, suggested that consumers should fully understand the package and contract before buying. "In order to avoid unnecessary troubles, users must carefully read the terms of the package contract before or during the handling of such bundled packages, and ask for early termination, ‘ Port number transfer ’ , due fees, etc., and then make a choice based on your own situation. " Xu Li said.

　　In response to the problem of automatic fee deduction, Liu Chunyan, an associate professor at Tongji University Law School, pointed out that mobile phone operators and users signed service contracts. If the operator does not inform the user and changes from free to charge, it is a unilateral change of the contract, which is a violation of the contract and constitutes a breach of contract. Furthermore, taking the form of automatic deduction unilaterally also infringes on the property rights of users, which constitutes infringement.

　　The promotion of "port number transfer" is also forcing major operators to improve network quality and service level as soon as possible. On May 21st, at the policy briefing in the State Council, Chen Zhaoxiong, Vice Minister of the Ministry of Industry and Information Technology, pointed out that users should be guaranteed to fully enjoy the rights and interests of "port number transfer" and ensure that "port number transfer" will be realized nationwide before November 30th this year, so as to truly "take the number in hand and leave when you say it".

　　Xu Li believes that "port number transfer" has brought great challenges to operators. "In the future, we will optimize the package and simplify the products from the user’s point of view." Yan wang said with emotion: "‘ Port number transfer ’ The times are coming, and operators should think more about how to make good products. Users should be informed of the package terms more transparently, instead of using ‘ Free broadband ’ Wait for the gimmick to tie the user. "

　　The safety of teenagers’ holiday internet is worthy of attention.

　　Our reporter Zhou Xiaopeng

　　With good results in the senior high school entrance examination, Xiao Zhang, who lives in Shijiazhuang, Hebei Province, was successfully admitted to the target high school, but before long, this joy was replaced by constant quarrels between him and his mother. In the mother’s view, during the holiday, Xiao Zhang was either a computer or a mobile phone every day, and spent too much time indulging in the Internet. Xiao Zhang, on the other hand, is quite opposed to this: I finally have a holiday to relax, so why can’t I play more mobile phones and games?

　　In fact, for this generation of teenagers who were born with a mouse and grew up with their mobile phones, the internet has become an indispensable part of their lives, especially when they enter the holidays, and the time spent touching the internet has increased greatly, making it easier for them to indulge in the internet and cannot extricate themselves. In addition, because teenagers generally lack social experience and don’t know how to protect personal privacy, they are more vulnerable to bad information, online fraud and even illegal acts on the Internet.

　　Experts told the "Legal Daily" reporter that when children enter the holiday "mode", they can spend more time online and relax their entertainment appropriately, but they must make reasonable plans and not be "cyber slaves". Schools and parents should actively guide teenagers to surf the Internet healthily, so as to use the Internet safely, in a civilized and healthy way.

　　Prevent online game addiction

　　Looking up at the computer, looking down at the mobile phone, regardless, playing games all night, this is a true portrayal of many teenagers’ holiday life. In June 2018, online game addiction was officially declared as a mental illness by UNESCO. Statistics show that teenagers between the ages of 12 and 16 are high-risk groups of Internet addiction. The proportion of global teenagers who are over-reliant on the Internet is 6%, and the proportion in China is close to 10%.

　　When he noticed this data, Zhang Rucai, a deputy to the National People’s Congress, was really shocked. "The bad content of online games is imperceptibly affecting teenagers." Zhang Rucai told reporters that the development and operators of online games only seek to maximize economic benefits, which has caused unhealthy online games to become a public hazard that destroys the physical and mental health of young people.

　　In 2018, Zhang Qingbin, a representative of the National People’s Congress, received a petition signed by many parents on strengthening the management of online games and legislating as soon as possible, calling for legislation to save many children, which made him systematically pay attention to the problem of teenagers indulging in online games. Zhang Qingbin said that he really felt the seriousness of this problem in his hometown in rural areas. "Many teenagers drop out of school early because they are addicted to online games and become idlers. There are also many teenagers who have all kinds of psychological problems and even make some excessive behaviors because they are addicted to online games." As a result, Zhang Qingbin launched research, went deep into schools and communities to listen to the voices of the masses, and consulted with departments such as culture and online information to understand the situation. "Many online games design various links according to people’s psychological needs, and induce players to fall into addiction layer by layer, which is difficult to resist the temptation for teenagers’ immature psychology." Zhang Qingbin said.

　　In medicine, internet addiction is a clear concept, which usually refers to indulging in online games. When online games are stopped, withdrawal symptoms such as irritability, anxiety and sadness appear. Lose interest in other hobbies before, even if you understand the impact of the game on yourself, you still focus on the game; Use online games to escape or relieve negative mood.

　　In the view of Xiao Zhang’s mother, Xiao Zhang has already had some symptoms of Internet addiction. "The child’s addiction to the Internet not only leads to the damage of the parent-child relationship, but also aggravates the parent-child conflict. More seriously, his daily life rules are completely broken, and he is afraid that a holiday will cause him various psychological obstacles." Xiao Zhang’s mother said.

　　Beware of illegal network infringement

　　"Can you send me a nude photo of your bust? I promise to treasure it myself and not let others see it." Last winter vacation, Xiaomei (a pseudonym), a 14-year-old junior high school student, met a small town (a pseudonym) who claimed to be 15 years old on a short video App. After the two sides closed each other, the exchange was transferred to QQ. Just after half a month of understanding, the town made such a request to Xiaomei for the first time.

　　Although she was worried, Xiaomei agreed to the other party’s request, and this became the beginning of a nightmare. Since then, the town has been making unreasonable demands, from naked photos to naked videos, and the original pleading has also become a threat.

　　Xiaomei’s reticence and trance made her mother discover the clue. After repeated questioning by her mother, she confessed everything, and Xiaomei’s parents immediately called the police. The police of the Criminal Police Brigade of Qiaoxi Public Security Bureau in Zhangjiakou City, Hebei Province, who was in charge of the case, launched an investigation through the QQ number of the suspect and quickly locked the suspect Yang and arrested him.

　　The police found out that Xiaomei’s so-called friend town was completely fictional by Yang, and the school, information and photos were all false. Yang’s real identity was from Tianjin, born in 1978, married and had a criminal record of theft. Yang often chats through various online social software and chooses a minor like Xiaomei to cajole and threaten, and Xiaomei is not his only chat object. At the end of March this year, Yang was prosecuted by the People’s Procuratorate of qiaoxi district, Zhangjiakou City for allegedly molesting minors.

　　"It is best for minors not to make friends online." In the preliminary investigation, faced with the interrogation of the prosecutor of qiaoxi district Procuratorate in Zhangjiakou City, who was in charge of the case, Yang confessed his illegal behavior, and also said that minors should take warning. On June 12, the court made a first-instance judgment, and the defendant Yang was convicted of child molestation and sentenced to two years and six months in prison.

　　Not only that, because teenagers’ physical and mental development is not fully mature, their vigilance is low, and they are easy to trust others, so they can easily become "things in the bag" of cyber criminals. In addition to browsing unhealthy web pages and contacting bad information on the Internet, all kinds of fraud such as false enrollment, part-time job, recruitment, etc. often target at the student group. For example, defrauding the client’s funds in the name of online billing is a common online fraud method used by scammers during the summer vacation. In fact, these fraudulent means are not novel, but they have long appeared in holidays, and students are deceived every year.

　　"Don’t click on pop-ups and unknown links that appear in the process of surfing the Internet at will. You should be vigilant when making friends online, don’t expose your own and others’ private information, don’t threaten, insult or slander others on social platforms, don’t make or spread unconfirmed information, and stay calm and confident when encountering cyber bullying, and communicate with teachers or parents in time … … These should be common sense when teenagers touch the net. " Zhang Qingbin said.

　　Guide children to use the net safely.

　　Wu Guiping, chief of juvenile criminal prosecution department of qiaoxi district Procuratorate in Zhangjiakou City, said that Internet social interaction is widely used now. As parents, they should pay more attention to their children’s mental state and make friends, and make timely safety education, let them know the uncertainty of online friends through equal communication, and tell their children the principles of making friends in the virtual world. If you don’t tell each other your real identity information easily, you can’t send photos and videos involving privacy to each other.

　　"Parents should also consider the psychology of adolescents. They are no longer satisfied with their parents’ care and love, but have more needs to communicate with others. I hope that friends with similar aspirations and interests can’t blindly suppress this desire to make friends. We must guide and help them correctly and inform them of the bottom line and principles of communication." Wu Guiping said frankly.

　　In fact, the network security literacy level of minors is closely related to personal personality factors, family factors and school environment. In addition to preventing internet addiction and using the internet scientifically and rationally, protecting personal information, spreading positive values, not believing in rumors and not spreading rumors should also become the proper meaning of safety education for minors using the internet. In this regard, both family education and school education should actively make up a lesson.

　　According to Chu Zhaohui, a researcher at the Chinese Academy of Education, minors have realized the convenience of the Internet early, but they have no independent ability, which is the main reason for Internet addiction. "For parents, it is necessary to give their children a sense of rhythm in regulating the use of the Internet, such as giving them a fixed time to browse the Internet every day and giving guidance to what they browse, so that they can form their own ability to plan their lives as soon as possible." Chu Zhaohui said.

　　Chu Zhaohui believes that at present, in most primary and secondary schools, mobile phones are forbidden to be brought into the campus. How to spend their spare time and holidays is a test for students and parents. "Some parents will regard mobile games as a reward for their children. I think this is a misunderstanding. It is very important to enhance children’s autonomy and enrich their lives. "

　　At this year’s National People’s Congress, Zhang Rucai and Zhang Qingbin both put forward suggestions on strengthening the management of online games and legislating as soon as possible, and suggested that the National People’s Congress Standing Committee (NPCSC) should introduce the online game management system to protect teenagers’ physical and mental health, the network protection law for minors and other relevant laws and regulations as soon as possible.

　　"It is necessary to strengthen government supervision, improve the online game real-name authentication system, and purify the online game content and network environment." Zhang Qingbin said that we can learn from the examination and approval system for film and television works, strictly examine and approve online games, and at the same time introduce functions such as "face-brushing camera" to prevent registered users who do not match their actual identities from logging in.

　　Relevant experts pointed out that during holidays, parents should guide their children to establish correct network values and teach them to learn the behavior of using the internet safely. Parents and children can discuss and formulate mutually acceptable online time, which will not affect their daily life and rest, so as to establish a good time concept; Parents should pay more attention to their children’s online process, listen more and admonish less, avoid damaging the parent-child relationship with critical words, spend time with their children, and cultivate their interest in the real world, instead of focusing on the virtual online world.

　　China Youth Network Shanghaisevenmoon28Nidian(Reporter Fan Huiqin, Xu Yizhen, correspondent Sun Jiaoshu) On July 27th, the 15th ChinaJoy Network Ethics and Game Culture Branch was held in Shanghai. As an important branch of the 15th China International Digital Interactive Entertainment Exhibition (ChinaJoy), the theme of this conference is "Game Development and Online Inheritance of Chinese Excellent Culture", aiming at implementing the "Opinions on Implementing the Inheritance and Development Project of Chinese Excellent Traditional Culture", promoting the implementation of the "China Good Netizen" project in the field of online games, creating a healthy and harmonious network ethics and game culture, realizing the creative transformation and innovative development of Chinese excellent traditional culture, and promoting the construction of online spiritual homes.

　　The conference was guided by the Network Social Work Bureau of the Central Network Information Office, co-sponsored by the Central Network Film and Television Center of the Communist Youth League, China Culture and Entertainment Industry Association and China Culture Network Communication Research Association, and hosted by Zhongqing Video, Mobile TV and China Youth Network. Relevant persons in charge of the Network Social Work Bureau of the Central Network Information Office, cultural experts and scholars, and representatives of game companies gave wonderful speeches and in-depth discussions on the core theme of "game development and online inheritance of Chinese excellent traditional culture", and put forward views and suggestions with great reference value.

　　(A) representatives of game enterprises: actively spread the excellent traditional Chinese culture with games as the carrier.

　　Ji Zefeng, vice president of Tencent Interactive Entertainment Group and Tianmei Studio Group, believes that the popular online games are one of the entertainment forms that teenagers love to see and hear, and can be used as an entry point for learning history and culture. For example, Li Shuai, a teaching teacher in Luoyang, Henan Province, used the derivative program "History of Kings" of the the glory of the king game to inspire students in the history class. This innovative teaching method that keeps pace with the times can achieve better teaching results, and also brings beneficial enlightenment to game companies and cultural educators. Games are endowed with certain social responsibilities because of their broad mass base and large market scale. At the same time, they also bear the advantages of "participation, interactivity, emotional resonance and motivation for learning", so games can stimulate the vitality of traditional culture in an innovative way. At the same time, Ji Zefeng also took the glory of the king, which has attracted much attention and heated discussion, as an example to explain how to implant excellent traditional cultural elements into the game, and then build a game worldview that integrates Chinese virtues and humanistic spirit.

　　Wu Xinxin, general manager of Netease Game Market, thinks that game enterprises should adhere to the spirit of "keeping, breaking and leaving" of artisans, make breakthroughs on inheritance, innovate on breakthrough, and continue the cultural essence in the game from the perspective of "cultural inheritance and innovation in the digital age". One of the important reasons why Netease games can continuously refresh the game industry’s perception of product life is to use the explosive IP of traditional culture to recreate traditional classics.

　　Edie, vice president of global brand and strategic cooperation of Perfect World, believes that Chinese culture is welcoming the opportunity of global communication, traditional cultural heritage can achieve China’s cultural self-confidence, and cultural self-confidence can help China’s culture go out to sea, and online games play a vital role as a communication carrier in the process of cultural exchange. Online games can break through geographical restrictions and truly realize communication without time difference. "Quality innovation, localization integration, open interaction, global integration and transcendence development" is the global communication strategy of the game industry at present and in the future.

　　Huang Wei, vice president of Sohu Changyou, analyzed the current situation of traditional culture in the game industry with the game "Eight Dragons". Martial arts culture is one of the important contents of Chinese traditional culture exported overseas, and the most representative martial arts novels of Jin Yong are one of them. In the game works adapted from the classic martial arts novels, China’s traditional poems and songs, supplemented by calligraphy, set off the ancient artistic conception, which can effectively promote and spread Chinese traditional culture.

　　(2) Representatives of experts and scholars: The combination of games and education calls for the development of "China style" online games.

　　Liu Zhejun, associate professor, master tutor and assistant dean of Tongji University, gave a keynote speech. China Youth Network reporter Fan Huiqin photo

　　In addition to bringing happiness to everyone, game technology has also played an increasingly important role in higher education. Liu Zhejun, an associate professor at Tongji University’s College of Art and Media, combined with his own teaching experience and research results, expounded the mode and prospect of cooperative development between higher education and game industry: on the one hand, colleges and universities cultivate talents for the game industry; On the other hand, games are intervening and changing the educational model of colleges and universities. In addition, game technology has shown exciting and infinite potential in interdisciplinary research, and traditional culture will glow with vigorous vitality in the organic integration of the two.

　　Ming Zongfeng, Executive Deputy Secretary-General of China Youth green grid Construction Communication Alliance, delivered a keynote speech. China Youth Network reporter Fan Huiqin photo

　　Ming Zongfeng, Executive Deputy Secretary-General of China Youth green grid Construction Communication Alliance, introduced the gamification education incentive system, which takes the concept of cultivating education and information technology as a means to highlight the process and realism of gamification education incentive, so that students can arouse their interest in learning, develop their personality potential and form good behavior habits and study habits in this process, which will be beneficial to the communication needs of Chinese excellent traditional culture.

　　Jiang Guangxue, director of Peking University Youth Research Center and special researcher of National Network Information Office, gave a keynote speech. China Youth Network reporter Fan Huiqin photo

　　The influence of online game industry on teenagers’ culture, education, entertainment and aesthetics can not be ignored. Jiang Guangxue, director of Peking University Youth Research Center and special researcher of the National Network Information Office, emphasized the educational and aesthetic functions of games in the process of cultural inheritance. He believes that the combination of online games and traditional culture should "respect the truth of history, respect the goodness of culture and build the beauty of games".

　　Tian Shu, deputy secretary general of China Online Game Guild Alliance, founder of CGG China Guild and president of KOK Guild, gave a keynote speech. China Youth Network reporter Fan Huiqin photo

　　For a long time in the past, most of the game types or themes that domestic gamers came into contact with were mainly western mainstream cultural backgrounds. At present, there is no shortage of game products with Chinese traditional cultural elements, but these games have not got rid of the western game mode of doing tasks, fighting monsters, upgrading, strengthening equipment and downloading copies indefinitely. Tianshu, deputy secretary-general of China Online Game Guild Alliance, founder of CGG China Guild Club and president of KOK Guild, believes that the world outlook, infrastructure and charging mode of games should truly conform to traditional culture, and should not only pursue external forms, but also highlight the personalized characteristics and symbols of game culture. Tianshu calls on game companies to develop and launch online games with "China style" based on games, so that teenagers can understand and inherit the splendid Chinese history and culture through games and grow into pillars of the country in the future.

　　(3) Representatives of government departments attending the meeting: integrate China wisdom, inherit Chinese culture and carry forward the spirit of China.

　　As of December 2016, the number of netizens in China reached 731 million, and the Internet penetration rate reached 53.2%. With the popularity of the Internet, online culture plays an increasingly important role in the daily life of netizens. As an important part of online culture, online games cover two-thirds of netizens and are deeply loved by the majority of players and netizens. The Central Network Information Office has always attached great importance to the healthy development of online games. At the beginning of 2016, it launched the project of striving to be a good netizen in China, aiming at promoting the socialist core values, cultivating and bringing up a new generation of good netizens in China, and actively promoting the dissemination of China’s concept of good netizens in online games and other online cultural fields, and successively guiding the activities such as the exhibition of positive energy deeds of the president of the "Qingye Cup" online game association and the training of online culture. Zhang Guangyao, director of the Network Social Work Bureau of the Central Network Information Office, said that online games play an important role in the construction of network culture and are also an effective carrier for inheriting and carrying forward Chinese excellent culture. And put forward four suggestions. First, consciously spread the concept of China’s good netizens in the field of online games, strengthen the recognition of cultural self-confidence of netizens, especially young netizens, and cultivate and bring up a new generation of good netizens in China; The second is to further popularize network literacy education, and guide the majority of gamers, especially teenagers, to form a civilized and healthy online lifestyle and a network behavior norm of respecting morality and being kind; Third, further strengthen the social responsibility of online game enterprises, and insist on paying equal attention to economic and social benefits.Set an example in fulfilling social responsibilities and strengthening youth’s online protection, promote the healthy development of online game industry, and make important contributions to the construction of network culture with China characteristics; Fourth, we should further use online games to inherit Chinese excellent traditional culture and actively explore its treasures. On the one hand, we should attract netizens to pay attention to, understand, love and inherit traditional culture; on the other hand, we should make good use of the Internet platform to strengthen cultural exchanges between China and foreign countries and promote Chinese culture to "go global".

　　Jin Haifeng, Vice President and Secretary-General of China Cultural Network Communication Research Association and Dean of Network State College of Changchun University, delivered a keynote speech. China Youth Network reporter Fan Huiqin photo

　　Facing the vast ocean of network information, every netizen has the responsibility and mission to promote truth, goodness and beauty, socialist core values and the positive energy of social civilization to more people in the position of online public opinion. Jin Haifeng, vice-president and secretary-general of China Culture Network Communication Research Association and dean of Network State College of Changchun University, mentioned in his speech that spreading Chinese excellent traditional culture to teenagers in a simple and enjoyable way through the Internet and games is one of the ways to practice "positive energy of network communication".

　　The Opinions on Implementing the Inheritance and Development Project of Chinese Excellent Traditional Culture points out that "culture is the blood of the nation and the spiritual home of the people. Cultural self-confidence is a more basic, deeper and more lasting force. " Kong Ming, Secretary-General of China Culture and Entertainment Industry Association, pointed out that in the development, production, operation and promotion of games, game enterprises should integrate China’s wisdom, promote China’s culture, spread China’s value, lead the positive energy of the network with Chinese excellent traditional culture, and create a clear and rich space for online entertainment and cultural communication.

Editor’s note:From a graceful and vivid girl in the Tang Dynasty to a martial arts tough guy with flowing moves, from "shuttling" between famous landscapes and paintings to being wrapped by visual effects such as the universe, starry sky, rockets and stargazing platforms … The 2021 Henan Spring Festival Evening and the wonderful night of Yuanxiao left a deep impression on the national audience. How were these programs full of China traditional cultural elements created in the two parties?

At the regular meeting of the General Administration on March 12th, Wang Chunyang, head of the All-Media Marketing Planning Center of Henan Radio and Television Station, shared his creative experience and understanding of the 2021 Henan Spring Festival Evening and the wonderful night of Lantern Festival. After the meeting, the Radio and Television Review interviewed Wang Chunyang, and combined with the contents of the speech at the regular meeting, explained in detail the way of "going out of the circle" for the two parties.

　micro interview　

Interviewee:Wang Chunyang, head of Henan Radio and Television All Media Marketing Planning Center.

Wang Chunyang

Radio and TV Review: What inspiration does the Spring Festival Evening in Henan and the Fantastic Night of Lantern Festival bring to the team creation?

Wang Chunyang: "The Spring Festival Evening and the Fantastic Night of Lantern Festival in Henan are rooted in the traditional culture of China, which is empowered with innovative forms, giving it new vitality and creating a circle-breaking effect with the cultural core. Through the creation of these two programs, we once again deeply feel that the mainstream values and aesthetics of netizens who are mainly young people are sound and rational. On the Internet, the traditional culture of the Central Plains in the program was praised, and the barrage and messages paying tribute to the border guards made many people burst into tears. It further shows that excellent traditional culture and Yellow River culture are deeply loved by netizens. In the comments and messages that interact with netizens, we can really feel four words-"cultural self-confidence". This has strengthened our confidence in spreading and promoting traditional culture and Yellow River culture as our future creative path.

Radio and TV Review: Will this series of actions be continued and new works be released?

Wang Chunyang：As an important birthplace of Chinese civilization, Henan is a demonstration area of Chinese cultural inheritance and innovation, and there are countless contents available for a party. This year, Henan Radio and Television Station will take "Fantastic Night" as the main line of the annual program, take Chinese civilization, Yellow River culture and brilliant Henan as the core strategy, and rely on traditional festivals (such as Qingming Festival and Mid-Autumn Festival) to continue to tell the story of the Yellow River, promote the construction of a strong cultural province, and dedicate the most dazzling elements of Henan’s history and culture to everyone again in innovative ways.

Expanding and highlighting the element of "Miss Tang Gong" is an important means to ensure the continuity of the two programs’ popularity and concerns. It is a principle that we have always grasped to ask them to bring wider perspectives and more content to the audience. Will Miss Tang Gong lead us through the history of Henan again? Please stay tuned.

Radio and TV Review: Will new content products be developed in response to the image of "Miss Tang Gong"?

Wang Chunyang：“"Miss Tang Palace" has become one of the IP in Henan culture. For the use of "Miss Tang Palace" element, we have the consideration of using hot spots to expand the heat, and also have a calm balance. At present, we have produced cultural and creative products such as WeChat emoticons, mobile phone cases and blind boxes of "Tang Gong Night Banquet". The cultural types and manifestations carried by "Miss Tang Palace" have spread rapidly and been widely recognized. Next, we will follow the law to pay attention to the historical and cultural ontology, so as to make the cultural communication last longer and more vital.

Content of Wang Chunyang’s speech

When the tide does not let the fusion shine.

-Creation and sharing of "Henan Spring Festival Evening" and "Fantastic Night of Lantern Festival"

In 2021, the Spring Festival Evening in Henan Province and the wonderful night of Lantern Festival won the heated discussion of the national audience and the praise of netizens. At present, the number of hits on the whole network of Henan Spring Festival Evening exceeds 3 billion, and the number of related topics read and watched on the whole network of Yuanxiao Wonderful Night exceeds 900 million. The "Miss Tang Gong" derived from the program was widely spread. The People’s Daily, Xinhuanet, Global Times and other media published praises, and many Internet "Big V" also pushed on Weibo. The Spring Festival Gala in Henan produced a circle-breaking effect with the cultural core.

Why Henan? Why Henan Radio and Television Station? Why Henan Spring Festival Gala? In fact, behind this, the development ideas of Henan Taiwan and the ingenuity and experience of the entire creative team are also condensed.

Integration adds vitality and reforms birth opportunities.

In order to accelerate the pace of deep media integration and realize the main force advancing into the main battlefield. Henan Radio and Television Station has innovated the system and mechanism, put forward the development concept and direction of "integrating communication transformation and development is useful and effective", and constructed a modern communication pattern of "one end, one center, one cloud and one platform". The all-media marketing planning center of Henan TV was established under this circumstance.

Henan Taili integrates the former TV Literature and Art Department, Documentary Studio, Studio No.8 and Henan Elephant Media Technology Co., Ltd., and forms a program production camp with the ability to adapt to the new era with a fast pace and high position, such as performing venues, director teams, beautiful lighting, 4K HD broadcast vehicles, post-production, brand promotion and many other resources.

In order to realize the beautiful blooming of Henan Spring Festival Gala, the team earnestly studied the requirements of the State Administration of Radio, Film and Television on "small, positive and big" program production, and strived to create new vitality with the new mechanism of generate. A team of directors with the post-80s generation as the main body, after nearly 100 brainstorming sessions, has formed a creative scheme with a youthful voice. They cheered for themselves in a lovely and naughty way and said, I want to finish the Spring Festival Evening quietly and then surprise everyone.

To tell the truth, I couldn’t help smiling when I heard this sentence. In order to make the Spring Festival Evening in Henan truly "meet happily" with all of you, the team made use of wisdom and comprehensive suggestions from all parties, and took "Chinese civilization, Yellow River culture and brilliant Henan" as the hard core content, and took art and technology, form and content, production and communication as the key objectives to creatively transform and develop traditional culture. Therefore, the "Miss Tang Gong", who traveled through ancient and modern times and showed cultural self-confidence, danced in front of everyone; With both civil and military skills, Taiji Wushu, which shows the culture of the Yellow River, is powerfully interpreted in the world. The Henan Opera chorus, which is full of sound and emotion and shows the spirit of fighting the epidemic, resonates with us.

Innovation to express, technology empowers new energy.

With a certain knowledge reserve, the relationship between form and content has always puzzled the team’s choice. As a brand-new structure, the all-media marketing planning center of Henan Radio and Television Station also has the problem of how technology can serve the content. As an important birthplace of Chinese civilization, Henan is a demonstration area of Chinese cultural inheritance and innovation, and there are countless contents available for a party. The key is how to show and present. How to make technology empower content? To this end, the team enriched the connotation and extension of the program through mobile priority, interconnection and 5G+AR technology, expanded the level and spatial changes of the stage theater beauty layout in the Spring Festival Evening, and realized the perfect integration of virtual scenes and real beauty.

Studio No.8 of Henan Radio and TV Station, the venue of the Spring Festival Evening in Henan Province, is a comprehensive performing venue with relatively complete functions. In order to improve the utilization rate of the venue, the director group and the dancers, according to the characteristics of the studio’s space advantages and equipment performance, adopted the representative form of China traditional culture-red lanterns as the main element, and divided the space through mechanical devices and hoisting techniques to meet the multi-space changes, and cooperated with lighting, high-definition screens and other elements to make the whole stage present. At the same time, through Weiya means, it is presented in a spatially separated scene, which brings rich appreciation experience to the audience and netizens. In the overall packaging, combined with AR technology, using the coherence of pre-and post-technology combination, the program is virtualized and brand-new. In addition, new technologies such as 4K high-definition ob vans, flying machines, Eye of the Sky and Steadicam have also contributed a lot to this visual feast.

The Banquet in Tang Palace and In Heaven and Earth, which are of great concern to everyone, are a graceful girl with light singing and dancing, and a martial arts tough guy with flowing water. "The Banquet in Tang Palace" did not make a big change to the dance, but used the technology of 5G+AR, adjusted the duration, added VR special effects such as ink painting, combined the virtual scene with the real stage, and put the song and dance into the museum scene, creating a feeling of "a wonderful night in the museum". The Tai Chi performance of "In Heaven and Earth" not only attracts the attention of the actors who beat Tai Ji Chuan in spacesuits, but also the visual special effects wrapped in the universe, starry sky, rockets and stargazing platforms. In the later stage of the program, AR packaging technology was used to implant a variety of cultural symbols into the program with visual technology. It is this cool multi-expression and artistic pursuit that upgrades the traditional stage composed of a floor and a space into a cosmic space with unlimited possibilities.

From top to bottom: The Banquet in Tang Palace and In Heaven and Earth.

Embrace new media, culture is more confident.

Embracing new media requires a tight hug and a long arm hug. The Spring Festival Gala and the Fantastic Night of Lantern Festival in Henan are rooted in the traditional culture of China, which is empowered with innovative forms to make it glow with new vitality. The two programs did not stick to a single, traditional form of TV evening performance, but closely followed the Yellow River culture for innovative expression. By polishing the writing carefully and rooting in local culture according to local conditions, the program does not follow the old road of traffic artists driving cultural traffic, but makes culture the protagonist, makes great efforts in creativity and details, and puts energy into innovative program expression, which may also be the reason why the program can be popular with the audience.

The two programs are based on the vast land of the Central Plains and dig deep into the cultural treasures of Henan. The Spring Festival Evening of Henan Satellite TV is based on "antique" and "modern music", and takes the shape of "massiness" and "fashion" to bridge the dialogue between ancient and modern for the audience. Musical instruments with a long history, such as bone flute and hammer, have been put on the stage, so that ancient musical instruments and music familiar to young people can spark a different spark. The wonderful night of Lantern Festival takes the audience to see the cultural landmarks of the Central Plains from Henan Museum to Luoyang yingtianmen, from Dengfeng Stargazing Observatory to Kaifeng Qingming Shanghe Garden. From the Banquet at the Tang Palace to the Lotus Pond, and from The Stars Move to The Lantern Festival, the programs full of cultural attractions complement each other with the real-life shooting of cultural landmarks, bringing new vitality to generate, the ancient capital of the Central Plains.

From top to bottom: Lotus Pond and Lantern Festival.

The whole network of Henan Spring Festival Evening and Lantern Festival wonderful night also benefited from the change of communication mode. At the time of the first broadcast, the new media platform was broadcast 30 minutes earlier than Henan Satellite TV. Through high-density and high-frequency broadcast on the big screen, the small screen and the Aauto Quicker platform reached in-depth cooperation, and the party was edited and refined, and distributed on multiple platforms such as Weibo, Aauto Quicker, Tik Tok, bilibili, Today Headlines and Elephant News Client. The new media platform allows everyone to see the program, realizing the three-dimensional and maximum communication.

Through the creation of these two programs, the team once again deeply felt that the mainstream values and aesthetics of netizens who are mainly young people are sound and rational. On the Internet, the traditional culture of the Central Plains in the program was praised, and the barrage and messages paying tribute to the border guards moved many people to tears, further demonstrating that excellent traditional culture and Yellow River culture are deeply loved by netizens. In the comments and messages interacting with netizens, we can really feel four words-"cultural confidence". This has strengthened our confidence in spreading and promoting traditional culture and Yellow River culture as our future creative path.

Next, the team will continue to focus on culture, deeply cultivate radio and television, hand in hand with the times, face to face with culture and heart to heart with the people, and tell the story of the Yellow River and China with heart, affection and hard work.

Editor | Zhu Xiaole Rao Wenyuan

　　Liyang, located at the junction of Jiangsu, Zhejiang and Anhui in southern Jiangsu.

　　Known as "three provinces crow"

　　The special geographical location has created the particularity of Liyang cuisine

　　In addition to Liyang’s most famous cuisine,

　　You can also taste green and healthy original ecological agricultural and fresh products.

　　Now, let’s take a look with Xiaobian.

　　What special agricultural products are there in Liyang?

　　First, Daibu

　　Daibu, a thousand-year-old ancient town with a long history, is located at the junction of Jiangsu, Zhejiang and Anhui provinces, with unique geographical location, rich natural resources and convenient transportation conditions.

　　The ancient town of Daibu contains the fresh poetry of green mountains and green waters, the infinite charm of Nanshan bamboo sea, the fragrance of fruits and vegetables all year round, and the farm food on the tip of the tongue … … The low mountains are winding, the thousand acres of tea gardens are green, cicadas are singing birds, the breeze is Xu Lai, and the bamboo rhyme is long.

　　The ecological beauty of Daibu is not only hidden in Nanshan Bamboo Sea, but also meanders from Highway 1. This "rainbow highway" shuttles between hills and lakes, and under the shadow of dense forests and rice fields, it is imbued with the unique flavor of Jiangnan pastoral.

　　On both sides of Highway 1, autumn flowers bloom and tea fragrance floats far away. Driving on this highway, enjoying the scattered houses in the south of the Yangtze River, listening to the sounds from the countryside, one step at a time, bridges flowing, as if you were in a beautiful picture scroll.

　　When you arrive in Daibu, you must experience different styles of resort hotels, such as Yushui Hot Spring Resort, Meixiu Shan Ye Hot Spring Resort, an yun Yuenan Mountain Resort, Nanshan Bamboo Sea Inn … There are lakes embedded in the mountains, bamboos planted by the lake and butterflies among the bamboos.

Yushui Hot Spring Resort Hotel

Meixiu Shan Ye Hot Spring Resort

An yun Yuenan Mountain Resort Hotel

Nanshan Zhuhai Inn

Qingu Nanshan

　　With its unique geographical location and convenient traffic conditions, Daibu produces a large number of agricultural fresh products with rich natural resources. "Taiwan Province Huazhen Fruit Corn" in leisurely Nanshan, it is eaten raw as fruit and cooked as coarse grains. Take a bite, don’t use too much force, chew it gently, your ears can clearly hear the sound of epidermis bursting, and the juice instantly overflows your lips and teeth, leaving fresh and crisp corn pulp.

　　Nanjing 46 japonica rice, the "God-given food fate" of leisurely Nanshan, is located in the Nanshan scenic area with unparalleled natural endowment, rich in selenium, covered with traditional artificial weeding and primitive duck-rice co-cultivation, and the rice grows healthier and more nutritious.

　　Daibu is a veritable "hometown of chestnuts". The scientific name of Nanshan chestnut is Pearl Chestnut, which is famous for its thin shell, large fruit, bright brown color and sweet taste. The skin color is light yellow, raw food is crisp and tender, and cooking with ingredients is more fragrant, soft and palatable, and tastes like osmanthus fragrance, so it is also called osmanthus chestnut.

　　Bamboo shoots are a specialty of Daibu, and they are delicious given to Nanshan by nature. Bamboo shoots here are made into various flavors, such as hand-peeled bamboo shoots, roasted bamboo shoots, braised bamboo shoots in oil, and dried bamboo shoots … … If you go to Nanshan Bamboo Sea, remember to bring some bamboo shoots home.

　　Daibu produces wild goose mushroom, and boarded the "China on the tip of the tongue". When you arrive in Daibu in autumn, don’t forget to taste the most delicious taste of this season. When you leave, don’t forget to bring a bottle of "wild goose mushroom sauce", which is salty, slightly sweet, mellow and delicious.

　　Second,Shangxing

　　Caoshan Tourism Resort in Shangxing Town, liyang city, relying on excellent natural ecological environment, profound cultural accumulation, rich modern agricultural resources and superior location conditions, has built three levels of leisure and holiday tourism products with the theme of "Colorful Caoshan", which has made "Caoshan Model" famous.

　　Located in Caoshan Eco-tourism Resort, Qiwei Okra Ecological Park has beautiful scenery, rich products, a natural environment and a refreshing climate suitable for the growth of various herbs. The natural geographical environment of the plantation is superior, and the soil is fertile and pollution-free. It is a rare treasure for planting high-quality okra. The quality of the planted okra is very good, the meat is delicate and the taste is smooth.

　　Third, don’t bridge

　　Golden Mountain Village in Bieqiao Town is located in Gaoxiang, north of Liyang, and sweet potato has a long history as a local excellent variety. The environment and ecology of Golden Mountain Village are pollution-free, the soil color is like gold, the water quality is clear, and it is rich in minerals. The unique natural environment such as soil, water quality and climate makes Huang Jinshan’s selenium-enriched sweet potato taste soft, soft, sweet and fragrant, golden and attractive, and it has the evaluation of "color is like jade, sweet as honey, fragrant as cinnamon, and delicious as millet".

　　Bieqiao Tangma Lily Planting Base is adjacent to Tangma Reservoir, where the water quality is good, the land is fertile, and it is far away from harmful substances such as chemical fertilizers and pesticides. The cultivated Tangma Lily is plump, delicious, white as jade, overflowing with faint lily fragrance, large in size, pleasant in fragrance and delicious in taste.

　　Fourth, Nandu

　　The ancient poem "A bumper harvest is said in the fragrance of rice" It is also a kind of wild interest to look at the rice waves and smell the fragrant rice! At present, the rice fields in Qingfeng Village, Nandu Town are full of vitality, and it is time to watch!

　　Superior climatic conditions and geographical environment have created fertile fields in Nandu, and cultivated Qingfeng rice with fragrance, sticky and soft elasticity — — Nanjing 46. Autumn will usher in a wave of Qingfeng new rice in the middle and late October, with excellent taste. You can’t miss it if you eat food.

Qingfeng rice

　　Qingfeng rapeseed oil with high value, using non-transgenic flower seeds, is healthy, natural and delicious, and is the "best assistant" for cooking delicious food.

　　Qingfeng rice wine, with its own literature and poetry — — From a grain to a drop of wine, it is the persistence and waiting of the villagers’ winemakers. Among them, Qingfeng rice wine with osmanthus flavor is sweet in fragrance, and it is full of happiness to taste a cup of joy, which is really intoxicating.

　　The characteristic agricultural innovation brand created by Qingfeng villagers — — "Master Ba’s paw" is made of healthy and fresh raw materials and marinated with an exclusive secret recipe. It is mellow and delicious, and is suitable for all ages.

　　Beibei pumpkin in Nandu Vegetable Orchard has both the sweetness of pumpkin and the glutinous powder of chestnuts. The texture is dry enough, the moisture is not too much, and the taste is full, not crisp. The green skin is dark green with light green stripes. Even if it is stored for ten days and a half months, the skin appearance remains the same.

　　V. Bamboo Shoe

　　Lu Yu Village, Zhuze Town, sees that there are trees, flowers and flowing water. With the ingenuity of the builders of characteristic rural areas, the village roads are neat and the rivers are refreshing, which is like a beautiful paradise.

　　Luzhu Village in Zhuze Town is located near Wawu Mountain. The produced finger sweet potato is rich in selenium and has high nutritional value, so it is called the "king of anti-cancer" among trace elements in human body.

　　Zhuze Town, liyang city is the only town of animal husbandry in Changzhou. The local farm geese have the characteristics of high lean meat and low fat, and the meat is delicious. Zhuze Wind Goose, which is made of local farm geese, has four characteristics of "color, fragrance, taste and shape".

　　of course

　　Liyang’s agricultural and fresh specialties are far more than these.

　　There are also Tianmu Lake white tea, fairy eggs, and liver sticks.

　　Special food, wait for one by one.

　　Why don’t you come soon

　　Xinhua News Agency, Nanchang, December 13th-The 6th Chinese Billiards World Championship of China Billiards Association ended its quarter-final competition in Yushan County, Shangrao City, Jiangxi Province on December 13th. Zheng Yubo and Chen Siming, the last champions, were both out of the men’s team and women’s team, so they missed defending their titles.

　　Zheng Yubo, who is expected to hit the third consecutive championship this time, met john young, the champion of the 2017 tournament. John young established a 10:4 lead early, and Zheng Yubo struggled to catch up, but still lost 11:13. John young will play against his apprentice, Zhao Ruliang, who lost to Zheng Yubo in the last final. In the other semi-finals, Xu Tianwei, the "dark horse" who eliminated the famous Zhang Jianpeng, played against Shen Shenyi.

　　In the women’s group, defending champion Chen Siming lost 9-11 to Liu Xiazhi, who will compete with He Xinru for the final ticket. In the second half of the quarter-finals, the winners and losers were all decided by the deciding game. Tang Chunxiao won three games in a row while falling behind at 8:10, and reversed the 2017 champion Fu Xiaofang and Zhang Muyan with the same score in the direct dialogue between the two "post-00 s".

　　This tournament attracted 496 players from 41 countries and regions, and the number of participants reached a new high. It is the largest Chinese billiards competition in the world. According to the schedule, the men’s and women’s finals will be released on the 14th.

　　 With the coming of the school season, the first batch of "post-00" freshmen began to enter the university and officially started their college life. How to plan their college life? Remember that these points will enrich your college life.

　　 Do you know the time of these textual research?

　　 College English Band 4 and Band 6

　　 CET-4 and CET-6 are held twice a year in June and December. The perfect score of CET-4 and CET-6 is 710, and the score of 425 or above is passed.

　　 Computer rank examination

　　 The national computer grade examination is divided into four levels, and general majors are required to pass the first level examination, master the basic knowledge of computers and use common office software. Some units will also require to pass the computer level 2 exam when recruiting. Generally speaking, the examination of computer level 3 and 4 is only required for students majoring in computer science. The computer grade examination takes the form of computer test, with a perfect score of 100 and a score of 60 being qualified, among which the first and second grade examinations are held in December every year.

　　 Putonghua proficiency test

　　 The level of Putonghua is divided into three levels and six levels, that is, one, two and three levels, and each level is divided into two grades: A and B; The first grade is the highest, and the third grade is the lowest. The examination time of Putonghua test varies from place to place, and the registration time and examination time announced in that year shall prevail.

　　 There are many types of certificates that can be obtained during college. You can choose according to your own professional requirements and career development direction, and you can also choose according to your own hobbies, such as teacher qualification certificate, psychological consultant certificate, human resources qualification certificate, and minority language examination.

　　 Life | Have you ever used these dormitory "artifacts"?

　　 Bedside shelf

　　 Students who like reading and studying in bed often find it troublesome to take things, but with the bedside shelf, mobile phones and books can be placed directly in the shelf, which is convenient and beautiful.

　　 Folding desk on bed

　　 The folding desk can not only adjust the angle at will to meet your sitting or leaning posture, but also be folded back to the bed directly after use.

　　 Shading bed curtain

　　 In university dormitories, roommates have different work and rest habits. Sometimes they want to sleep, but they still have the lights on. At this time, the shading bed curtain can meet your needs well. When the bed curtain is closed, you can have your own privacy.

　　 Non-slip mat

　　 If you live in the upper bunk, then you need this anti-skid pad. Climbing up and down every day, if you put anti-slip mats on the ladder, you will not only feel at ease when you get on and off the bed, but also don’t have to worry that your feet will be frozen in winter.

　　 Creative storage box

　　 Stationery, accessories, and various gadgets are placed directly on the table, which not only looks a little messy, but also tends to be forgotten. At this time, a creative storage box can help you, easily tidy up and have a neat desk.

　　 Student mini electric cooker

　　 There are too many people in the canteen? Is the takeaway unsanitary? Then why not do it yourself in the dormitory? The mini electric cooker can cook porridge to meet daily needs. When you are interested, you can also have a small hot pot in the dormitory, but you must pay attention to the wattage of the electric cooker not to exceed the dormitory limit.

　　 egg cooker

　　 It takes a few minutes to get up every morning to cook delicious boiled eggs, which are nutritious and hygienic, so you don’t have to rush to the cafeteria to grab breakfast every day! But pay attention to the fresh preservation of eggs in the bedroom.

　　 Do you know these rules of interpersonal communication?

　　 Improve initiative

　　 In a strange environment, we will have a certain sense of distance to strangers. In terms of personality, introverts don’t like dealing with people very much, but extroverts are different. He will take the initiative to deal with anyone and become a leader in interpersonal communication. In dealing with people, we should keep open-minded, which will help you make more friends.

　　 Consider the feelings of others

　　 In daily communication, if everything requires others to do according to their own ideas, regardless of other people’s opinions, others will certainly not like it. If you don’t care about other people’s thoughts and feelings and don’t give others face, then others will definitely not be willing to associate with you. Therefore, in the process of communication, we should grasp a degree and consider the feelings of others.

　　 Don’t force your temper on others.

　　 Everyone has a bad mood. When we have a temper, we should learn to control our temper, learn self-control, learn self-guidance, and control our temper.

　　 Improve self-confidence

　　 Social phobia is a psychological disorder. Many people will have a kind of lonely bad mood because of their inner fear of socializing or self-distrust. In fact, people’s social skills are not innate, but need to be nurtured by the acquired environment and consciously cultivated. Therefore, we should improve our self-confidence and strive to overcome social fears.

　　 Upgrade | Freshmen Promotion Raiders

　　 Learn to "break up"

　　 Just entering the university, many students are easy to fall into ‘ Multi-line operation ’ I am busy every day, but I feel that my life is not full after I calm down. In the end, a person can only choose a life path, follow his heart and live the life he wants, in order to have a full life. In college, do ‘ Addition ’ It is not an endless increase, but it will be done eventually ‘ Subtraction ’ .

　　 Learn to turn knowledge into wisdom.

　　 The great difference between universities and high schools is that the evaluation system of universities is diversified. Outstanding contributions in sports, literature and art will be recognized. Many freshmen score well in the college entrance examination, but their goals are not clear. As soon as they enter the school, they will be particularly confused and don’t know where their long-term goals are. Freshmen can no longer stay at the knowledge level as before, but also keep learning to turn knowledge into wisdom and adjust themselves appropriately.

　　 foster a lofty ideal

　　 Nowadays, there is a phenomenon of "hollow disease" among college students, which means that some college students feel that life is meaningless, they are very confused about life, they don’t know what they want, they often feel tired, lonely and depressed, they feel that learning and life are meaningless, they have no hope for the future, and they are hollowed out physically and mentally. Rejecting "hollowness", students should learn to govern themselves, shoulder social responsibilities bravely, have lofty ideals, long-term planning and short-term goals, dare to dream, dare to pursue dreams and be diligent in interpreting dreams.

　　 Accept imperfection

　　 Some people say that "the post-00 generation" is a "strawberry youth holding a mobile phone", so you can’t press it or touch it, so you should take care of it. There are two main stages for college students, namely, acceptance and establishment. First of all, learn to accept, accept imperfections, accept differences, and accept constant changes. Only by accepting and acknowledging others’ differences can our differences be accepted. This is a process of growth.

　　 (Comprehensive China Network, People’s Network, China Youth Daily)