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?

　　Shen Fangfang never imagined that she only wanted to find a gym to swim, but was forced to stay in the store by three personal trainers (hereinafter referred to as "private tutors") on the grounds of helping to buy 36 private lessons to complete her performance until the whole department store closed down. The private tutor even told her that if she didn’t have enough money with her, she could go home with her to get money to buy classes.

　　It has been a while, but in retrospect, she still has a lingering fear. It was one night in September 2019, when the gym was closed and most shops in its shopping mall were closed. The building is empty, but three private tutors have been around to prevent her from leaving. There was only one thought in her mind at that time — — Get out of here.

　　Three private tutors never let go when they saw her, suggesting that when signing the contract, the sales staff had copied the members’ ID cards and knew the home addresses of all members. Smelling the threat, considering that there are elderly parents at home, Shen Fangfang is unwilling to entangle any more.

　　"I just got my salary in August, but it was still not enough. I took some money from my savings before I made up the class fee." After Shen Fangfang paid the class fee and went through the relevant formalities, it was already 22: 40, and she was allowed to leave the mall.

　　Three private tutors wrote a letter of guarantee to her that night: "This month is the promotion month, and we will decide on the happy life behind. Please ask Ms. Shen Fangfang to help us again." And three people also promised that this is "the last time for Ms. Shen Fangfang to buy 12 classes each, and she will not be allowed to buy again in the future."

　　However, as if she had opened Pandora’s box, Shen Fangfang would continue to be promoted by private teachers in various ways every month.

　　Qi Chen, who has suffered losses in this respect, said: "We must not easily believe the verbal promises of some private education."

　　Qi Chen bought a private training course at another large chain gym in Shanghai. At first, she had a good relationship with the private tutor. She often bought some food and drinks together and got along like friends.

　　"That day, (private education) asked me to help them with their performance and bought 36 classes." Qi Chen said that at that time, there were 10 lessons left in her private education, but because she usually got along well with private education, Qi Chen was embarrassed to refuse the request of "friends" and paid the money.

　　"I also said at that time that I didn’t go very often, and I might not finish (so many courses) at once, but they didn’t say that there was a deadline for this course at all, so they kept saying ‘ No problem ’ ‘ No problem ’ 。” Qi Chen said.

　　Later, due to physical reasons, Qi Chen couldn’t go to exercise for a period of time. When she returned to the gym after recovering, she was told that the courses in her account had been frozen due to the expiration date. If she needed to activate them, she should buy the same class hours as the frozen courses at a ratio of 1: 1.

　　Qi Chen thought it was forced consumption in disguised form, and rejected the course activation scheme. She also learned from other members that even if the course was activated, the validity period was very short.

　　Pang Jing, who graduated from Beijing Sport University and majored in physical education, once worked part-time in the gym. He said that most of the personal education in the gym on the market has sales tasks, and consumers need to be cautious when selling classes.

　　Preliminary Rights Protection of "detour"

　　Yu Lin, who works in Shanghai, joined a large chain gym last year. At that time, the sales consultant told her that there was a special offer for new guests, and 12 private lessons were only 2400 yuan. Yu Lin felt that the discount was very strong and bought it directly.

　　However, after that, three consecutive appointments were delayed by the coach for various reasons. Yu Lin offered a refund, and the coach told her to go to the director, but she still didn’t return it.

　　Because Yu Lin didn’t attend the whole course very much, after consultation between the two sides, the original plan of the gym for Yu Lin was to deduct her 20% handling fee, and the refund would be received after half a year. Yu Lin rejected the plan and asked for only 5% deduction. The gym promised her to apply to the head office.

　　After more than a month, Yu Lin got the reply that the head office did not agree to the proposal of deducting 5%. "After that, we sent any news, he didn’t reply and completely lost contact." Yu Lin said.

　　Because the negotiation failed, Yu Lin decided to file a complaint with 12315. The feedback result of 12315 is, "This dispute is handled by the cultural inspection department, and our department terminates the mediation. It is suggested to report this situation to the cultural inspection department through 12318 or 12345." The staff of the Sports Bureau who was transferred by 12315 told Yu Lin that there were many similar cases. Usually, the gym would refund the customers, but it took a long time, and the epidemic situation made Yu Lin wait patiently.

　　"Like a tug-of-war, it lasted for about three months. Finally, they suggested that I take judicial channels." Yu Lin said. Qi Chen also called 12315 and the Shanghai Mayor’s Hotline 12345, but did not make much progress. In the end, he also chose to take judicial channels to protect his rights.

　　Take the case to court to recover the prepaid tuition.

　　On December 3, 2019, Qi Chen filed a case online and sent relevant materials to the People’s Court of Pudong New Area the next day. On March 4, 2020, the court accepted the case; On April 8, the court opened.

　　Qi Chen said that because he didn’t read the course contract carefully before, it did mention that the private education course has a valid period. If it is not finished within the valid period, the course will be frozen. Therefore, in the pre-trial mediation, the gym used this as a basis to show that it did not violate the contract, but the customer did not read the contract carefully.

　　The gym also said that Qi Chen could be dismissed from the class, but since she had already resold her fitness card to others at that time, she was no longer a member of this store. If she wanted to continue taking these dismissed classes, it would mean that she had to spend a sum of money to get her membership card back, and it was still her own loss. Finally, the plan after discussion between the two parties is that Qi Chen can resell the private lessons to other members of the store, and the expenses from resale will be owned by her.

　　"At that time, it was still during the epidemic and could not be sold at all." Qi Chen said that after a month or so, the court staff inquired about the resale progress, and when they learned that resale was difficult, they offered to help her coordinate with the gym again. In the end, the gym promised to refund about 40% of Chen Qiyuan’s course.

　　"After this incident, I will read all documents such as agreements and contracts that require my signature very carefully." Qi Chen said.

　　On the other hand, after Yu Lin failed to help 12315, he found the gym store on a review App, wrote his own experience and gave a bad review. Not long after, some netizens contacted her and shared their similar experiences. One of them was Shen Fangfang, and Shen Fangfang also suggested that Yu Lin directly take judicial channels to protect rights.

　　Shen Fangfang said that many people who have suffered from boredom in the gym choose to endure this tone, mostly because the amount involved is around several thousand yuan, and they are in an embarrassing situation.

　　Say "not much" because if you want to go to court, taking into account the lawyer’s fees, time costs, etc., and many consumers just took the purpose of fitness at first, did not pay attention to the deposit of cards, or read the contract carefully, and combined various factors, the lawsuit may not be worth the loss; Say "a lot" because most people who go to the gym to spend money are young people, office workers or college students who have just worked, and this amount is indeed a big sum for them.

　　In view of this "no more, no less" situation, Shen Fangfang, who has made up her mind to carry out judicial rights protection, continues to purchase courses according to the requirements of private education and sales every month, and also saves related chats, payment records and contracts one by one.

　　On April 24, 2020, Shen Fangfang v Shanghai Keyi Fitness returned the advance payment, which was heard in the Xuhui District People’s Court of Shanghai. On May 13th, Xuhui District People’s Court issued a judgment, ruling that Shen Fangfang could cancel the membership contract and private education course (supplementary agreement) with this company; The defendant company will refund Shen Fangfang RMB 112,950 within 10 days from the effective date of the judgment.

　　There are very few defenders like Shen Fangfang who can basically get back the full amount of compensation. Most of them are young people like Qi Chen and Yu Lin, who choose to mediate before the court and get back the money after deducting the handling fee.

　　Yu Lin said that on the day of pre-trial mediation, the operation manager of the gym told her that if she was willing to accept a 5% deduction, she could get a refund immediately. If she asked for the full amount, she would have to discuss with the company. In addition, the manager also pointed out that Yulin complained that the course was cancelled twice. One time, he made an oral appointment on the day of buying the course, and there was no record. If the court opened, he would use this as evidence, only missing the customer’s class once.

　　"He also said that the private tutor who gave me classes at that time had left his post and changed his WeChat avatar. If I really handed this evidence to the court, he could apply for this evidence to be ineffective." Yu Lin told the reporter that the mediator also analyzed for her. If she continues to take legal channels, he (the operation manager) will delay the trial time because of the evidence, and the time can’t afford it. It is recommended to accept a deduction of 5% handling fee.

　　Where will the industry go after "barbaric growth"

　　Pang Jing said that in the past few years, the gym market has been mixed, from initial germination to barbaric growth. Due to the imperfect industry standards and regulatory regulations, many opportunists seek improper benefits by exploiting loopholes in laws and regulations. "These individual behaviors may eventually require the entire industry to pay for it." Pang Jing said that this is the worry of him and some colleagues.

　　"I also know some serious and responsible coaches in the gym." Pang Jing said, "Although some of them may not have high academic qualifications, they love this industry very much." Pang Jing pointed out that these coaches have continuously improved their professional quality through personal efforts and accumulated rich teaching experience. It is unfair to blame the whole group only for individual phenomena. In addition, some experienced and qualified fitness instructors will also start their own businesses and set up private training studios.

　　Cao Meina, from Chengdu, exercised in the private education studio for about a year and lost 30 kilograms. She was very satisfied with this effect. She said that she prefers to have a professional coach with her, so that the exercise is more targeted and at the same time she can supervise herself. If she doesn’t take private lessons, she seldom goes to the gym to exercise alone. However, because the class fees of these studios are also paid in advance, Cao Meina suggested that it is safer for exercisers to buy a small number of courses at first.

　　Pang Jing also mentioned that online and offline fitness brands such as "Super Orangutan" and "Music Carving Movement" developed in recent years are favored by consumers. The advantages of this kind of brand are that it charges a single time, the exercise cost is low, and consumers can freely choose the group exercise courses and exercise time.

　　Some time ago, Beijing and Shanghai successively issued the policy of "7-day cooling-off period for gym cards". Pang Jing believes that this is a signal that the regulatory authorities pay more attention to the fitness industry. He believes that after the barbaric growth, the fitness industry will make waves, the inferior institutions will eventually be eliminated, and the quality service providers will get better and better. The development of new formats allows consumers to have diversified choices. After the market forms healthy competition, it will in turn promote consumers to know more about this industry and will not be deceived as easily as when they first came into contact.

　　(At the request of the interviewee, Qi Chen, Yu Lin, Pang Jing and Cao Meina are pseudonyms.)

　　Zhongqingbao Zhongqingwang Trainee Reporter Tian Hongwei Source: China Youth Daily

　　In recent years, actively promoting game products to the sea has become a key strategy for the development of many game companies. It is understood that traditional game companies such as FunPlus, IGG and Zhixingtong, whose game products are popular all over the world, have been deeply cultivated overseas for many years, and have rich strategic experience and performed well. For example, IGG’s popular game "Kingdom Era" has won the best-selling list in the App Store in 85 countries and regions for more than two years, and its global revenue has exceeded 825 million US dollars. Not only big manufacturers have the ability to open overseas markets, but also some small domestic manufacturers focus on deepening the segmentation field and occupy a good market share in overseas markets.

　　Domestic games going to sea is the development trend of the industry.

　　The effect of game companies going out to sea is gradually emerging. According to the App Annie report, from July 2012 to June 2018, the comprehensive downloads of China mobile games in the App Store outside China exceeded 14 billion times. In the first half of 2018, the comprehensive revenue of iOS and Google Play increased by more than 40% year-on-year; Comprehensive user expenditure exceeds $16 billion; There are more than 4,400 games on APP Store and Google Play in markets outside China, among which nearly 900 games are released by publishers in China whose users spend more than US$ 1 million.

　　Compared with literature, film and television, animation and so on, games have more universal entertainment functions, and the cultural differences they need to cross are relatively small. In the past six years, domestic games have been frequently put out to sea, which also reflects the vigorous development of the export market of China’s cultural industry.

　　The game is hot in the sea, which is no longer limited to Hong Kong, Macao and Taiwan, Southeast Asia and other areas with similar user attributes, but also expands the mature game market in Europe, America, Japan and South Korea. In fact, the number of overseas high-quality paying users is even larger, and the game grading system is more perfect. Therefore, in order to avoid large-scale domestic games and strong competition, many game manufacturers have actively deployed to overseas markets, forming a trend of all-round industrial development.

　　Global game downloads, user spending and participation continue to rise.

　　According to App Annie’s data report, from the first half of 2016 to the first half of 2018, the global game download volume of iOS and Google Play increased by 30%, the global game user expenditure increased by 55%, and the global game usage time increased by 30% only for Android phones.

　　According to the China Game Industry Report from January to June 2018, the overseas sales revenue of online games independently developed by China in the first half of the year was US$ 4.63 billion, a year-on-year increase of 16%. The overseas market has grown nearly 15 times in five years.

　　The double income of China’s game industry in overseas markets depends on the change of its world status. Since its development for more than 20 years, the game production has been upgraded from "Made in China" as an early supplier to "Created in China" now, from focusing on the rough expansion in quantity to paying more attention to independent innovation, focusing on building the leading edge in brand and technology, and bringing the China brand to the global stage with more international ideas and methods.

　　In the strategy of going to sea, China has gained full cultural self-confidence in terms of technology accumulation, talent training, capital supply, creative ideas and cultural details, and the gap between it and the global game industry is getting smaller and smaller, even exceeding the average level of global games in some aspects. At the same time, under the environment of "China culture fever", the game went out to sea to show the richness of Chinese culture to users around the world more closely.

　　China’s game publishers have made outstanding achievements in the Asia-Pacific market.

　　According to App Annie’s data report, the Asia-Pacific region plays a leading role in the overseas expansion of China’s game publishers. First of all, the game payment mode in overseas countries is very mature, especially the payment base of high-quality users is relatively stable, and this payment habit of players also makes the cash flow of game companies tend to be stable. The average payment rate of Japanese players in the Asia-Pacific region is over 60%, and the average annual cost is $312.97; American users’ payment habits have long been developed, and they can get high income under a certain market accumulation; Russia and the Middle East also have a lot of room for growth.

　　Secondly, India, the second most populous country in the world, has made great contributions to the overseas downloads of China’s game publishers. Compared with Europe and America, China and South Korea, which have profound game culture, are more likely to accept the export of’s cultural industry, and their own game industry is mature, the rules are transparent, and the per capita consumption level is high, so it is easier to input games with the help of cultural resonance. At the same time, many factors, such as the increase in the export volume of smart phones in China, have helped more mobile game applications to enter overseas markets through pre-installation.

　　Heavy games lead global game participation.

　　In the first half of 2018, according to the data of domestic games in the global gamer participation, the data proportion of game categories varies greatly among countries. In some Asia-Pacific regions, such as Thailand and the Philippines, 98% of players prefer to play heavy games, while Indonesia’s players also have as high as 96% participation. The market of light and moderate games is very weak, but only Japan has a 58% share in the field of moderate games, which greatly exceeds that of other countries in the same period.

　　Looking at the feedback from users in the global market, moderate and heavy games are the main direction for China game manufacturers to push overseas markets. The reasons are as follows: First, compared with the light game playing system, moderate and heavy games are more complicated, and the theme types are more diversified, emphasizing antagonism and sociality among players, and it is easier to obtain user retention rate. Second, light games are easier to use and have wide user coverage, but the player’s viscosity is low. Moderate and heavy game users have deeper content, higher player loyalty and stickiness, and are more likely to form a specific user target group. Third, moderate and heavy game development costs are higher, profitability is stronger, and the life cycle of the market is longer. Therefore, domestic game manufacturers are more willing to invest in medium and heavy game products that can make long-term profits.

　　It is understood that heavy games are mainly action games, role-playing games and strategy games; Moderate games are mainly arcade games, card games and racing games; Light games are mainly leisure games, educational games and music games.

　　According to the above data of App Annie, in the first half of 2018, the top four overseas users of domestic games were heavy games. The traditional game companies in China, represented by IGG’s Age of Kingdom, FunPlus’s Age of Firearms, King of Avalon: Battle of the Dragon, and Zhi Xingtong’s Disputes over Kings, have been committed to the global research and development, global market and global operation of games for many years, and accumulated valuable and profound.

　　The overseas distribution of domestic games has also put forward higher requirements for the game industry itself. Not only need to have super-high technical support, exquisite image quality display, localized intimate service, but also need to have novel creative self-research ability and fine product operation ability. Through the research and analysis of user groups’ big data, it has become the core element of the game market to enhance the comprehensive competitiveness and prolong the game life for product distribution. Domestic games are bound to bear rich fruits in a high-quality and demanding environment. (Reporter Wu Min)

　　This is a different student: no sweat glands, no sweat, and his legs can’t stand because of illness. Facing the child’s eager eyes, the people in Jiulongpo District and the teachers in the primary school relayed their education and gave him special love … …

　　"See which edges are equal in length?" Yu Bangying held a cuboid teaching aid in his left hand and gestured with the numbers read out by Li Jiajun in his right hand.

　　Yu Bangying is a math teacher at Renhe Primary School in Zhongliangshan Street, Jiulongpo District, and 14-year-old Li Jiajun is a student of this school. But the place where they attend classes is not the school, but the home of Li Jiajun in Chaoyang Community, Hualong Jiayuan Community.

　　On March 27th, He Zhongyong, deputy secretary of the Party branch of Renhe Primary School, told Chongqing Daily that because Li Jiajun couldn’t stand on his legs, 24 teachers from the school, including Yu Bangying, were sent home every week to help Li Jiajun with his homework. So far, they have persisted for seven months.

　　Special students

　　You can’t walk without sweat glands and legs.

　　"Can you do something to keep the doll studying?" Last September, on the day of school, my father Li Zhonggang went to school with Li Jiajun weighing 120 pounds on his back. His eyes were full of prayers. "The doll especially wants to study!"

　　Li Jiajun in front of him has fair skin, bright eyes and a bright smile. Li Jiajun has no sweat glands and no sweat since he was a child. When the temperature exceeds 25 degrees Celsius, he will have a fever all over his body. After school, every June and September, he had to attend classes in the morning and go home in the afternoon to "avoid the heat". Fang Tao, principal of Renhe Primary School, said, "The school has also prepared an air-conditioned study room for him."

　　In 2014, Li Jiajun’s left leg was inexplicably swollen, and the valgus of the knee joint was not straight. Then he dropped out of school for a year, and after surgery, he still limped. Although it was difficult to walk, he kept going to school with the help of his classmates to help him go to the toilet and go upstairs and downstairs. In 2017, Li Jiajun also had swelling in his right knee. He dropped out of school for a year and sought medical treatment, but he still couldn’t stand. From then on, he could only sit in a wheelchair.

　　Li Jiajun is a strong child.

　　"I can’t always stay at home and watch TV and play with my mobile phone." He missed the teachers and classmates at school and asked his parents to send him to school. "I want to study."

　　Li Jiajun’s physical condition is no longer suitable for studying at school. Fang Tao and He Zhongyong suggested that parents accompany him. But in recent years, Li Zhonggang and his wife spent 200,000 yuan to treat Li Jiajun, sold their house and closed the small restaurant that had a good business. They have to work to earn money to support their families and seek medical treatment for their sons, so it is difficult to accompany them. Looking at Li Jiajun’s eager eyes and his parents’ anxious expression, Fang Tao and He Zhongyong fell into deep thinking.

　　Special action

　　Twenty-four teachers sent their teachers home by relay.

　　After repeated discussions, the school leadership decided to send a proposal to the teachers while retaining Li Jiajun’s student status, recruiting and forming a "love sending group" to send teachers home by relay.

　　"I didn’t expect as many as 24 teachers to sign up." He Zhongyong said that Li Jiajun’s grades were not very good because he delayed too many classes. But teachers believe that it is precisely because of this that it is more necessary to send teachers.

　　So everyone started the special action of relay teaching.

　　On September 18th, last year, He Zhongyong led 24 teachers of "Love Sending Mission" to Li Jiajun’s home to pick up and drop off teachers, and sent desks, chairs and school supplies. It is agreed that two teachers will be sent to the school twice a week, and each time two teachers will come to the door to complete the two-hour work together.

　　At 10: 00 am on March 27th this year, Yu Bangying took math first, and then teacher Li Xiaojiao spoke Chinese.

　　Yu Bangying finished the cuboid section and left a message on page 17 of the textbook: "Next time the teacher comes, check and help with the homework on this page, and then talk about the cube part." She told reporters that the sending teachers have set up a WeChat group, and everyone sends their class progress and assigned homework to the group, and then the next teacher will relay the class and tutor the homework.

　　"He loves learning very much! And very optimistic, always with a smile on his face. " Feng Danlei, another Chinese teacher, said that Li Jiajun writes beautifully. Although his foundation is not very good, he loves learning. Every time the teacher assigns homework, he always asks for "more points".

　　Li Jiajun told reporters that I thought I was just studying Chinese, math and English, but I didn’t expect to be able to attend all courses at home, such as sports, art and music, which is almost the same as the school curriculum.

　　"physical education class is a massage class and the massage effect is very good." Li Jiajun said that PE teacher Yang Yiming should pinch his shoulders and massage his hands and feet every time to help him exercise his muscles and dredge his blood vessels.

　　Special arrangement

　　Children’s graduation is suspended, and the school continues to teach.

　　At 12 noon on March 27th, Li Xiaojiao finished Chinese class and took out an Alumni File for Li Jiajun to fill out. Li Jiajun’s sixth grade (3) class will graduate in two months, and the students hope that he will write a farewell message to everyone.

　　"But he can’t graduate for the time being." He Zhongyong introduced that Li Jiajun failed to master many knowledge points because he missed too many courses. The school plans to continue to teach for one year. "The next focus is to cultivate his self-learning ability and self-reliance and self-reliance."

　　In the afternoon, Xia Yu, an art teacher, took Li Jiajun downstairs in a wheelchair and started a sketch class at the edge of the green land in the community. Green trees and red flowers, Li Jiajun bathed in warm sunshine and completed a painting called "Looking for Spring".

　　"He especially likes painting." Mother Fan Kaiju took out a roll of drawing paper, which was 50 meters long. Li Jiajun drew more than 10 meters long pictures on it, including tall buildings, squares, roads, shops, ships, trains, planes, and ongoing sports competitions in the playground. "I have been painting for a year, and he said that he would finish painting this roll of paper."

　　Xia Yu said that Li Jiajun is very yearning for the outside world. Next, he should try his best to help him get out of the room and walk more in the community.

　　The action of sending teachers to Renhe Primary School has attracted the attention of Zhongliangshan Sub-district Office and Hualong Jiayuan Community Neighborhood Committee. Now, the streets and communities have listed him as a key concern, helping to apply for the implementation of temporary relief funds and disabled relief funds. The social work organization also invited Li Jiajun to join the "4: 30 Class" and "Holiday Carnival" in the community civic school, giving him the opportunity to communicate and play with more children of the same age.

　　"So many good people have made our family see hope." Li Zhonggang said that 24 teachers relay to teach, which not only allows them to earn money to support their families with peace of mind, but also makes them full of confidence in their son’s future.

　　Taiwan Province Network, China, Shenzhen, December 5 (Reporter Qi Xin, Chen Wentao) "The First Cross-Strait Student Baseball League Finals" ended in Shenzhen on the 3rd of this month. There were five champions in College A, College B, Young Badminton, Young Badminton and Little Badminton, and the best of each event was also produced on the same day.

　　This competition is not only the largest single sports exchange event between the two sides of the strait so far, but also an important activity to commemorate the 30th anniversary of cross-strait exchanges. From the preliminaries, semi-finals to the finals, it attracted more than 200 baseball teams from all sides of the strait.

　　The team from north china university of technology (hereinafter referred to as "North University of Technology") and the team from Shih Hsin University met in the final of Group A, the highest university in the group, and presented a wonderful game for the audience. After more than two hours of fierce fighting, North University of Technology made a modest upset, beating Shixin University, which was strong and determined to win the championship, with a total score of 2:0.

　　"Victory has nothing to do with me."

Jiang Zhonghao, Taiwan Province coach of north china university of technology team, was interviewed by reporters after the game. (Photo by Chen Wenzhao, China Taiwan Province Network)

　　After the game, when talking about the game, north china university of technology coach Jiang Zhonghao said modestly that the victory had nothing to do with himself, but was won by the players through hard work. But in fact, the team has improved step by step for so many years, thanks to Jiang Zhonghao, who gave up his job in Taiwan Province Professional Baseball League four years ago and came to coach the mainland university team.

　　In 2014, Jiang Zhonghao, who was over 50 years old, decided to visit the mainland. At first, his goal was very simple, that is, to pass on what he had done since he was a child. Fortunately, eight special baseball students who came to North University of Technology with him in the same year achieved even greater goals with him. If it is a coincidence that Jiang Zhonghao chose to come to the mainland, then it is such a "karma meeting" that can outline the realistic picture of cross-strait exchanges from scratch, from less to more, from indirect to direct, from one-way to two-way, all-round and multi-field exchanges in the past 30 years.

　　"The competition makes us friends, and the champion makes us brothers."

Taiwan Province players Lai Guancheng (left) and Lian Tingwei (right) both played well in the competition. (Photo by Chen Wenzhao, China Taiwan Province Network)

　　Liao Guancheng from Kaohsiung and Lian Tingwei from Taipei came to North University of Technology with six other players in 2013. Because they have to practice and study at the same time, their academic system is one year longer than that of other undergraduates, but they think every year here is a valuable experience.

　　"In fact, before the start of the whole finals, we were confident to enter the finals as the first in the mainland, and we also knew that Shixin University was probably our opponent in the finals. But in the first round, we lost with a score of 6:7, which put a lot of pressure on us before the final. To be honest, before the game, we thought we had only four points to win. " Liao Guancheng told reporters: "In the end, defeating the opponent who lost to us gave us a feeling of revenge. The reason for our success is unity."

　　The unity in his mouth is based on the good relationship between mainland players and Taiwan Province players. In this champion team, eight senior Taiwan Province players have played a mainstay role, while most other mainland players are "rookies" in freshmen and sophomores. However, the dinner exchange after each training session has established a brotherly relationship between them. "We have given our baseball skills and understanding of the sport, and we are also learning from our schoolmates and understanding the culture of the mainland."

　　Wang Haoya, a batsman from North China University of Technology, is also from Taiwan Province, and he is one of the best players in this game, which was hand-picked by coach Jiang. He said: "It feels particularly good that brothers on both sides of the strait are working hard for the same goal. After each game, everyone gets together to review how today’s game is and discuss what to do in tomorrow’s game. During the discussion, everyone can make outspoken suggestions. This is what real brothers do. Baseball makes us know each other, games make us friends, and champions make us brothers. "

During the competition, the players of North University of Technology often get together to cheer each other up. (Photo by Chen Wenzhao, China Taiwan Province Network)

　　Lai Guanzhang of Shixin University sat alone on the bench after the game and looked at the opponent who celebrated on the field. I can see that he is the most unwilling one on the team. "Congratulations to the North University of Technology for winning the championship. They have this strength. But our goal is also the champion. The contest between opponents in the same level depends on improvisation and the ability to grasp opportunities. We didn’t play our due level at the critical moment, so the victory was taken away by the other side. It’s a pity, but we will definitely come back for the championship next year. "

　　这是海峡两岸学生棒球联赛的第一届，根据组委会的规定，北方工大可以保留冠军奖杯直到明年新的冠军产生，但如果可以连得三届冠军的话，就可以拿到冠军奖杯的复制品永久保存。也是因为这样的规定，北方工大的教练和球员都对明年的比赛充满了期待。

　　还有一年就要毕业的王浩亚说：“来学校这么久了，一直都想为学校留下些荣誉。可惜自己打完第二届就要退役了，希望明年再拼一年的同时，能够将带领大陆的学弟们继续提升，为第三年的比赛打好基础。”

　　江仲豪教练说：“大陆球员和台湾球员一起为北方工大捧回了这座冠军奖杯，我们明年、后年还要全力争胜，让这座奖杯永久的留在北方工大，作为我们两岸同学团结一心的见证。台湾的几个队员再过一年就要退役了，但我还会一直留在大陆执教，为提高这里的棒球水平，也为棒球运动在大陆的推广尽一份力。”

　　"We both have more than a year to graduate, which is a bit sad to say, but we are playing every game as the last one." Lai Guancheng and Lian Tingwei were a little emotional to the reporters interviewed. "Seriously, our biggest gain after these games was the championship, but the most meaningful thing was that I enjoyed the feeling that the whole team was United, which was more meaningful than the championship. We will also cherish every next game more. "

　　Sports is the common wealth of all mankind and an important part of culture. As one of the important forms of economic and cultural exchanges, sports has played and will play a very important role in promoting cross-strait exchanges and cooperation. On the occasion of the 30th anniversary of breaking the isolation between the two sides of the Taiwan Straits and opening non-governmental exchanges, the successful holding of the "First Cross-Strait Student Baseball League" has also created a good start for further exchanges between the two sides of the Taiwan Straits in the future.

　　Just as Long Mingbiao, deputy director of the Taiwan Province Affairs Office of the State Council, summed up at the closing ceremony, the north china university of technology team included eight athletes from Taiwan Province and one coach from Taiwan Province. The victory of North University of Technology was the result of cross-strait cooperation, and this champion belongs to students from both sides of the strait.

　　I hope that with this competition as a starting point, students on both sides of the strait can strengthen their ties through the bridge of baseball, come and go frequently, establish a circle of friends across the Taiwan Strait, and find "great" friends. (End)

At 3: 45 am on November 2nd, Beijing time, in the fourth round of the 2023-24 English League Cup, Chelsea played against Blackburn Rovers at home. In the first half, badia Hiller opened the record for Chelsea; In the second half, Sterling scored to expand the score. In the end, Chelsea beat Blackburn Rovers 2-0 at home and advanced to the quarterfinals of the Carling Cup.

In the 7th minute, Malkin took the ball to the right and cut inside. His left foot missed the right column. In the 10th minute, Sterling broke into the left of the restricted area with the ball, and fell to the ground after physical contact with his opponent. The referee didn’t give a penalty.

In the 16th minute, Rees-James received a pass from his teammates, got the ball from the right side of the penalty area and pushed it from the bottom at a small angle, which was confiscated by Blackburn Rovers goalkeeper. In the 24th minute, Reese James made a long-range shot from the right at the front of the restricted area, and the ball slipped and missed the left column.

In the 26th minute, Enzo Fernandez took the ball from the left at the front of the restricted area and made a low shot. Blackburn Rovers goalkeeper fell to the ground and saved the ball.

In the 30th minute, Gallagher crossed the ball from the bottom line on the right side of the penalty area, Blackburn Rovers goalkeeper hit the ball out of the penalty area with one hand, and badia Hiller scored a goal at the front of the penalty area, with Chelsea leading 1-0!

In the 35th minute, Palmer cut into the right at the front of the restricted area, and his left foot shot was confiscated by Blackburn Rovers goalkeeper. In the 37th minute, Blackburn Rovers’ right cross hit Negara Geer’s arm in the restricted area, and the referee didn’t make a penalty.

At the end of the first half, Chelsea entered the halftime with a 1-0 lead.

In the second half, it was easy to fight again. In the 51st minute, Enzo Fernandez shot high from the top of the restricted area. In the 57th minute, Enzo Fernandez made another long-range shot from a similar position, and this time the ball was confiscated by Blackburn Rovers goalkeeper.

In the 59th minute, Palmer broke the ball from the opponent’s foot on the left in the frontcourt and sent a straight plug. Sterling took the ball into the penalty area and kicked the door. The ball jumped into the far corner and Chelsea led 2-0!

In the 61st minute, Chelsea made two substitutions, Colwill and Gustavo came out and replaced Reese James and goal hero badia Hiller. In the 67th minute, Sterling broke into the restricted area and made a cross on the left. Jaakson pushed the ball high near the penalty spot.

In the 75th minute, Gallagher took the ball to the left in front of the restricted area, and his foot missed the far post. In the 76th minute, Chelsea made another substitution, and caycedo came out and replaced Nicola Jaakson.

In the 85th minute, Sterling hit the door at a small angle with the ball on the right side of the restricted area, and the ball slipped past. In the 87th minute, Chelsea made the last two substitutions. Madueke and matos came out and replaced Palmer and Enzo Fernandez. In the 93rd minute, Gustavo volleyed from the right side of the restricted area and missed the far post.

Soon after, the game ended. Finally, Chelsea beat Blackburn Rovers 2-0 at home and advanced to the quarterfinals of the Carling Cup.

The lineup of both sides:

　　Xinhua News Agency, Tokyo, April 13th: Feature: "The treatment of nuclear polluted water cannot be arbitrarily advocated by the Japanese government" — — Japanese people gathered to protest against the plan to discharge nuclear polluted water into the sea.

　　Xinhua News Agency reporter Yang Guang Yue Chenxing

　　On April 13, in Tokyo, Japan, people held slogans to participate in a rally in front of the Second House of Representatives of the Japanese House of Representatives. Xinhua News Agency reporter Yue Chenxing photo

　　Two years ago today, the Japanese government decided to discharge millions of tons of nuclear polluted water from the Fukushima Daiichi nuclear power plant into the sea, ignoring opposition at home and abroad. Since the announcement of this decision, the Japanese people have held many rallies and protests. On the 13th, some Japanese people held a rally near the Japanese parliament to protest against the Japanese government’s plan to discharge nuclear polluted water into the sea.

　　According to reports, about 120 people attended the rally in front of the Second House of Representatives of the Japanese House of Representatives that day. The reporter saw at the scene that the protesters covered all ages, and they held slogans such as "Don’t let nuclear pollution pollute the sea" and "Don’t poison the sea". Around the live speaker, the crowd echoed loudly from time to time.

　　On April 13, in Tokyo, Japan, people held slogans to participate in a rally in front of the Second House of Representatives of the Japanese House of Representatives. Xinhua News Agency reporter Yue Chenxing photo

　　Miyoko Kumamoto, who attended the rally at the scene, is 80 years old. She moved to Fukushima Prefecture after retirement, but after the Fukushima nuclear accident in 2011, she was forced to take refuge in Tokyo. People with the same experience set up the "refuge coordination center" to support each other, and Ms. Kumamoto is also a member of the center.

　　She said that she wanted to enjoy an idyllic life in Fukushima Prefecture after retirement. The nuclear accident not only destroyed the lives of local residents, but also endangered people who depend on the sea for a living. We should not remain silent about the Japanese government’s decision to discharge nuclear polluted water into the sea, but should actively speak out against it. "The treatment of nuclear polluted water cannot be arbitrarily advocated by the Japanese government."

　　On April 13, in Tokyo, Japan, people held slogans to participate in a rally in front of the Second House of Representatives of the Japanese House of Representatives. Xinhua News Agency reporter Yue Chenxing photo

　　Yoshiko Furukawa, who gave a speech at the scene, could not hide his excitement, and his trembling voice was constantly amplified. She said that she used to live in Tomokamachi, Fukushima Prefecture, near the Fukushima Daiichi nuclear power plant. "Although discharging the nuclear polluted water accumulated in Fukushima into the sea may enable us to return home earlier, I don’t want others to point at me and say, ‘ The nuclear polluted water was discharged from her neighborhood ’ 。”

　　The organizer of that day’s rally, Inoue Nihiro, said that people who came here today are near Tokyo. Now, similar rallies and protests are being held all over Japan, some initiated by individuals and some organized by groups. In the past two years, we have launched various signature, assembly, demonstration and protest activities, and held a study meeting on nuclear polluted water on the Internet to popularize the knowledge about the dangers of nuclear polluted water.

　　On April 13, in Tokyo, Japan, people held slogans to participate in a rally in front of the Second House of Representatives of the Japanese House of Representatives. Xinhua News Agency reporter Yue Chenxing photo

　　Inoue said that nuclear contaminated water must be stored first to minimize its radioactivity, and then discuss how to deal with it with countries around the world. "If nuclear polluted water is easily allowed to be discharged into the sea this time, it will be thrown into the sea as long as nuclear pollution occurs in the future."

　　On April 13, 2021, the Japanese government officially decided to filter and dilute millions of tons of nuclear polluted water from the Fukushima Daiichi nuclear power plant and then discharge it into the sea. In January 2023, the Japanese government set the discharge time of Fukushima nuclear polluted water as "this spring and summer".

　　On April 13, in Tokyo, Japan, people held slogans to participate in a rally in front of the Second House of Representatives of the Japanese House of Representatives. Xinhua News Agency reporter Yue Chenxing photo

　　On April 13, in Tokyo, Japan, a man took part in a rally in front of the Second House of Representatives of the Japanese House of Representatives with a slogan. Xinhua News Agency reporter Yue Chenxing photo

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