Special feature of 1905 film network According to the preliminary statistics of the National Film Bureau, the total box office of the Spring Festival in 2023 was 6.758 billion yuan, setting a new record for the second box office of the Spring Festival in film history. Six films covered suspense, science fiction, comedy, animation and other topics, and presented audiences with one Spring Festival feast after another. With a box office score of 2.606 billion yuan, it led the Spring Festival with a harvest of 2.164 billion yuan, followed closely. What are the different features of this year’s Spring Festival? What about other films in the same period?

The Spring Festival in 2023 ended perfectly, and several films can be said to have their own points of view, with a total box office of 6.758 billion yuan. Liu Zhenfei, a data analyst of Cat’s Eye Research Institute, started from the market data and analyzed which data are worthy of attention and resumption: "The announcement period and pre-sale period of the Spring Festival this year are relatively tight, showing a trend of backward alignment or long-term announcement. The box office of 1.35 billion yuan on the first day of this year reached the level of previous years, but it can only rank fourth in the Spring Festival file in history. By the end of the schedule, it has ranked second in the history of the schedule, indicating that from the first day to the sixth day, the box office trend is more stable. This year’s Spring Festival file can achieve this more stable trend. On the one hand, the audience is constantly returning to the cinema, on the other hand, the overall film is better. "

This year’s Spring Festival movies are not only diversified in types, but also different in the duration of a single film. Among them, the head film Wandering Earth 2 lasted for three hours, and Manjianghong also lasted for two and a half hours. According to the box office weight, the average duration of this year’s Spring Festival movies is as long as 150 minutes. Compared with previous years, the longest duration of movies is about 130 minutes. As a direct result, the number of national screenings will definitely drop. From the data point of view, the number of movies this year is less than that in previous years, but the total number of people watching movies this year continues to increase, whether the length of time is increased or the number of movies is decreased.

The audience will not only pay attention to the type and duration of the film, but also pay attention to the ticket price. The average ticket price this year is 52.3 yuan, which is the first time that the ticket price has been lowered for seven consecutive years. Spring Festival is a popular consumption schedule that is in short supply, especially under the premise that the operation of cinemas in the past three years is not ideal, the price increase of the schedule is also within the audience’s understanding. However, this year’s Spring Festival stalls may be influenced by the negative comments on the price increase of last year’s Spring Festival stalls, or because of the pursuit of allowing profits to welcome guests, but the fare has been lowered, and this move is also conducive to the audience to enter the theater for consumption. According to the data, this year’s low-frequency movie users have improved significantly compared with last year; For high-frequency movie users, the proportion of ticket purchases has also increased slightly compared with the past. It can be said that this year’s Spring Festival file has made the film market show a thriving recovery trend because of the benefits of welcoming guests and the richer types of film supply.

Before the Spring Festival, many people would predict the situation of each film. In previous years, there was often a situation of one super and many strong, but this year was very special. Wandering Earth 2 and Manjianghong went hand in hand in the past few days, and you chased me and there was a situation of "two heroes standing side by side". Liu Zhenfei mentioned: "This situation is really rare. In the past, it was said that the counter-attack of the schedule or the birth of the dark horse all started from the low position and rushed to the high position, or fell down because of word of mouth, forming a big deficit. This year is different, "Man Jiang Hong" is gradually improving, and "Wandering Earth 2" has basically not dropped much, and there is such a so-called "dual-core drive" that goes hand in hand. "

In this situation, users of high-frequency movies will choose to have them all, while users of low-frequency movies will choose to watch either the hottest movie or the best one, which is reflected in the previous slots. No matter how much the total box office is, the audience’s flow or the bonus of the slots must be concentrated on the individual movies in the head, and the slots have been improved as a whole, but the capacity has not been improved.

This year’s "Wandering Earth 2" and "Man Jiang Hong", first, the audience is very different. The audience of "Wandering Earth 2" is mostly elderly or male, including those in first-and second-tier cities; The opening of "Man Jiang Hong" will be biased towards women or sink into the market, and then it will flow to large-scale users. From the genre point of view, one of the two films is more large-scale production and big scenes, and the other one has achieved layer-by-layer inversion and endless jokes in the plot, which has produced a good form of distinguishing the audience from the temperament. It can be said that one is literary and one is martial, which absorbs different audiences and finally forms a win-win situation that keeps pace with each other.

Under the premise of quantity, the types of this year’s Spring Festival stalls are very diverse, with as many as 11 types. Liu Zhenfei said: "Judging from the different types of films in this year’s Spring Festival, there are also some differences in urban areas across the country. For example, first-and second-tier cities will be more concentrated, such as Northeast China and North China, and the most prominent is "Man Jiang Hong"; In the southern region, it may be biased towards such fantasy animation, such as Wandering Earth 2, which will be biased towards some areas in East China and South China. Therefore, the richness of the types of Spring Festival files is also a different movie-watching map formed throughout the country, and audiences all over the country will choose a movie they really like. "

Therefore, the box office performance of this year’s Spring Festival file really gave all film practitioners a shot in the arm. Next, there will be a relay release of films. Behind the brilliant achievements of this year’s Spring Festival, we can find that the third and fourth lines have sunk into the market and returned to the market very quickly. Compared with the past few years, the whole trend of returning home has taken shape again.

In 2018 and 2019, the box office peak of audience in third-and fourth-tier cities reached around the third grade, and then slowly fell back; This year, it was not only on the first day of New Year’s Day, but also on the third day of the following year, the third-and fourth-tier cities reached the high point again, which played a timely supplementary role in the Spring Festival stalls. From the market point of view, it was the tide of returning home that brought the biggest benefits to the Spring Festival stalls.

With the popularity of movies, whether it’s "When the Wind Comes Again" or "China Ping-Pong’s Jedi Fight Back", there are still many popularity movies to be released in the future movie market. What can attract the audience to the cinema continuously is that these popularity movies are released every week, so as to train moderate and heavy fans to enter the cinema frequently, which has a regulating effect on the whole market and is a benign development for the cultivation of the schedule.

Original title: Subject three is popular all over the world, and Yang li Ping’s team jumped into subject three and caused controversy. Netizens have mixed opinions on this.

Recently, an online popular dance named "Subject III" not only exploded the domestic short video platform, but also spread all over the country, and even went abroad and became a global phenomenal dance.

The dance step of "Subject III" originated from the wedding in Guangxi, mainly because relatives and friends "get married" at the wedding. It is similar to social shaking, and has become very popular after improvement. Therefore, "three subjects that Guangxi people must take" has been derived, and subject three is this set of small dance steps.

Rhythmic background music, coupled with waving hands, twisting waist, swinging hips, and half-twisted foot movements, attracted all ages and industries to imitate each other. And in November, 2023, bloggers "eat eight bowls of rice at a time" and "shut your tomatoes" brought it to the forefront, which attracted the attention of netizens, and "subject three" was completely out of the circle.

"Subject 3" ordinary people are jumping, and so are the stars. Before, Zhu Zixiao had danced "Subject 3" with the staff in Haidilao, and the related videos had a high popularity. Then when Ruoyun Zhang was promoting his new work, he was also cued by the audience and jumped up "Subject 3" on the spot.

Not long ago, in Reuters, Laos station of Five Ha 4, Lu Han Michael Chen also led a group of guests to dance "Subject III", which was hilarious and funny, and was also teased by netizens that "at first glance, there was no less secret practice".

With the popularity of "subject three", more and more people have joined the challenge of "subject three". The world ballroom dancing champion took the lead in jumping "Subject 3", the Royal Russian Ballet jumped "Subject 3" at the curtain call, and the fitness blogger Pamela claimed that "Subject 3 is popular all over the world in Germany", and formally applied for the battle with her brother and danced the fitness version of "Subject 3" together. From this point of view, "subject three" is already popular all over the world.

Recently, after the performance, Yang li Ping’s team also collectively returned to the stage and danced "Subject 3". However, this incident triggered a hot discussion on the whole network, and some netizens commented that "the world is a huge subject 3".

For the current "subject three" fire, netizens’ comments are mixed. Some people think that this is a cultural export. In those days, "Jiangnan style" was popular all over the world. Why can’t "Subject III" be widely popular now?

However, some people say that they can’t appreciate the dance of "Subject III", saying that its dance movements are vulgar and I don’t know why it is popular.

In fact, there is no distinction between high and low performances. Some things are reasonable when they exist. If you like them, you can join them, and if you don’t like them, you can brush them lightly. There is no need to think that you are standing on the moral high ground to make irresponsible remarks.

Because of the popularity of "Subject III" all over the world, it has been reported that "Subject III" is about to board this year’s Spring Festival Evening, and many actors are stepping up their practice. What do you think of this?

Editor in charge:

　　On May 19th, the "Global Super Safe Smart New Energy Flagship Car" released the domestic pre-sale price, including three EV models and one DM model. After the national comprehensive subsidy, the pre-sale price of the luxury version of Han EV is 240,000 yuan, the pre-sale price of the distinguished version of Han EV is 260,000 yuan, and the pre-sale price of the flagship version of Han EV four-wheel drive high-performance version is 280,000 yuan; Han DM four-wheel drive performance version of the luxury pre-sale price of 230 thousand yuan. The cruising range of the luxury and distinguished NEDC of the Han EV long battery life version is 605 kilometers, and the cruising range of the high-performance flagship NEDC of the Han EV four-wheel drive is 550 kilometers.

　　On May 13th, BYD announced the launch of Han EV in Europe. The estimated price range in Europe is 45,000-55,000 euros (equivalent to about 346,000-423,000 yuan). On the whole, Han’s domestic pre-sale price far exceeds the industry and market expectations, which brings great surprises and is bound to have a far-reaching impact on the large and medium-sized new energy luxury car market. Of course, the pre-sale of such a heavy model is indispensable: before May 31, scan BYD e to buy small program code and deliver 99 yuan’s intention money online, so you can participate in the activity of doubling Difenhui points; Before May 31st, the authorized dealer of Han model can pay a deposit of 10,000 yuan and enjoy a gift of 60,000 yuan for science and technology. The above two rights can be enjoyed at the same time.

　　Set up three benchmarks, and Han’s strength is in a comprehensive and balanced lead.

　　Among the new energy vehicles that have been and will be listed in 2020, Han, as a brand-new masterpiece for the medium and large luxury car market, undoubtedly has the most flagship temperament and strength. Based on the product development concept of "all-round, balanced and leading, life-cycle safety", Hanji integrates the world’s leading hard-core technology, and its superior product strength sets a benchmark for the safety, performance and luxury of new energy cars.

　　Han is the world’s first production car with blade batteries, and the battery safety performance has been doubled. Compared with ternary lithium battery pack, the leading performance of blade battery in safety has been unanimously recognized by the industry. More reasonable body structure design, load transmission path, selection of environmental protection materials in the car and safety configuration far beyond the same level products make Han the safest new energy vehicle on the market at present.

　　Han is equipped with a blade battery with high volume energy density. Combined with the comprehensive optimization of high-speed energy consumption, braking feedback, temperature control in the car and other scenes, the cruising range of NEDC can be as high as 605 kilometers. In addition, Han has also created a real long battery life closer to the real car scene and a fast charging ability of 10 minutes and 135 kilometers. In addition, 3.9 seconds to accelerate the breaking of 100 meters, 32.8 meters of the world’s shortest new energy vehicle braking distance of 100 kilometers and other powerful performance, creating an amazing performance benchmark for new energy vehicles.

　　The Dragon Face design language adopted by Han combines the dragon element with the efficacy aesthetics, and the curved surface design of the front face, the D-pillar slip back line and the through taillight design set off the luxury temperament of medium and large cars. The driving space in the car is centered on the large-size floating central control panel, and the multi-function steering wheel, full LCD instrument panel, air conditioning outlet and speakers are unfolded in a zigzag layout on both sides, showing the connotation of Chinese luxury.

　　Han’s intelligence is also refreshing. DiLink3.0 system provides multi-theme and personalized human-computer interaction interface, and builds a luxurious and intelligent S-class flagship driving space through the seamless combination of voice and screen. At the same time, Han launched the DiPilot intelligent driving assistance system, which includes the rich DiDAS driving assistance technology and the unique DiTrainer coaching mode. DiDAS includes APA full-scene automatic parking function, and DiTrainer coaching mode can selectively turn on auxiliary driving function according to driving behavior, road conditions, weather and even driving age.

　　Facing three scenarios, Han knows more about new energy vehicle users.

　　Han’s target population knows how to choose a high-quality new energy vehicle, and also has high standards and strict requirements for daily car scenes. Han also knows more about the real needs of consumers of new energy vehicles. Taking battery life as an example, Han EV not only has a cruising range of 605 kilometers, but also strengthens real scenes such as high speed, traffic jam and air conditioning, creating a real battery life beyond the working conditions for users.

　　First of all, high-speed road conditions, 70% of the resistance comes from wind resistance, Han ultra-low wind resistance coefficient can greatly reduce high-speed energy consumption, so that the heart will no longer "jump together" with electricity. Second, the city is congested with road conditions. Han is equipped with the world’s most efficient IPB energy recovery system, which can recover 10% more braking energy and "feed back" the battery life. The third is the temperature control in the car. Han maintains excellent air tightness in the car through three seals of the whole car, which can keep warm in winter and summer, effectively reducing the frequency of air conditioning; At the same time, Han adopts Fuyao’s double-layer silver-plated windshield, which can reflect 40% of the heat outside the car. In summer, the heating speed inside the car is much better than that of ordinary models, saving power consumption again and increasing the battery life.

　　Every time a new car comes out of BYD dynasty series, its reputation will go up to a higher level. As the flagship of the dynasty, Han will play the same role, bringing users a higher quality experience. What surprises will Han bring after the pre-sale price is announced? Let’s look forward to it.

　　[car home Information] On April 18th, Lei Jun revealed in the live broadcast room that after the founding version, the standard version and Max version of Xiaomi SU7 (Lei Jun called the official version) have been delivered in Beijing and Shenzhen today. According to the previous information of Xiaomi SU7 listing conference, the standard version and Max version will be delivered first at the end of April, which has been delivered 12 days in advance, while the Pro version will be delivered at the end of May. Lei Jun said that the order of Xiaomi SU7 is 3-5 times higher than previously expected, and it is already in full production to meet the delivery. Lei Jun also said that by the end of this year, 40 cities are expected to have Xiaomi car stores.

　　Previously, on April 3, the first batch of Xiaomi SU7 founding edition was officially delivered at Xiaomi Automobile Factory in Yizhuang, Beijing. Xiaomi CEO Lei Jun personally opened the door for the first batch of car owners and delivered it.

　　When the user locks the configuration, the factory starts to schedule production according to the set configuration. Consumers can see the approximate progress and estimated delivery time from Xiaomi Auto App. At the same time, before locking the configuration, you can also view the estimated delivery cycle of each configuration combination through the page. After the configuration is locked, the page can also view the delivery time.

　　At present, the first batch of Xiaomi automobile stores covers 29 cities across the country, with a total of 59 stores, which is also the first batch of cities to be opened for delivery, as follows:

　　At the same time, according to the needs of users, Xiaomi selected the following 10 cities to supplement the construction of sales and service stores, including Jinan in Shandong, Changzhou in Jiangsu, Nantong in Jiangsu, Jinhua in Zhejiang, Nanning in Guangxi, Changchun in Jilin, Guiyang in Guizhou, Zhuhai in Guangdong, Quanzhou in Fujian and Xiantao in Hubei. The above 10 cities will open one after another this year. Subsequent Xiaomi Auto will continue to add stores in other cities in time.

　　Xiaomi SU7 is aimed at medium and large cars, with a price of 21.59-29.99 million yuan. The new car is equipped with 8295 chips, which realizes five-screen interconnection including HUD and rear screen, and is equipped with 澎湃 OS system, and can be ecologically interconnected with Xiaomi. The new car is built on the basis of 800V architecture, which can recharge 510km in 15 minutes, with an acceleration time of 2.78 seconds from 0 to 100 km/h, a top speed of 210km/h and a cruising range of 810km for CLTC. Equipped with a laser radar, two NVIDIA DRIVE Orin chips, with a computing power of 508TOPS, the whole system supports high-speed NOA, and the city NOA was subsequently opened. (Text/car home Qin Chao)

　　With the delivery of Ideal L9 (Parameter | Inquiry), Ideal Official has recently received a lot of feedback about the product experience. A few days ago, LI officially released the ideal L9 product experience improvement plan, including three-screen simulcast, three-screen simulcast, mobile App car control authority and other functions, all of which are planned to be realized through the next OTA upgrade and the fourth quarter.

　　1. Three-screen simultaneous playback and three-screen simultaneous projection function

　　When many people watch videos and play games in the car, the "interoperability" of the three screens is very important. This requires two new functions to support: three screens play the same video or three screens project at the same time.

　　In the fourth quarter, three-screen simulcast and three-screen simulcast will be realized through OTA. Iqiyi will be the first application to support three-screen simulcast, and other video applications will follow. At that time, no matter in the front row or the back row, everyone can enjoy watching videos and playing games.

　　In order to better enhance the screen projection experience, we will also launch "Double Type-C Direct Projection Line" and "HDMI to Type-C Direct Projection Line" in the official mall, which is compatible with more game consoles, mobile phones or tablets. It is expected to go online on September 25th.

　　2. Problems of three-screen scanning code login application

　　At present, the relationship between the three screens in the L9 car is equivalent to the three tablets we use at home, and the applications in each screen need to scan the code separately to log in. For users who have just picked up the car, it is really cumbersome. In order to solve this problem, we have a preliminary solution at present, and some applications can complete the login of three-screen applications in the same screen in the fourth quarter.

　　3. The sharing function of the car control authority of the mobile App.

　　When many people want to use the same car, everyone needs a "mobile phone key", but privacy and convenience need to be taken into account at the same time. At present, we have formed a preliminary plan internally and plan to OTA in the fourth quarter.

　　4. Small refrigerator experience improvement

　　L9′ s mini refrigerator can only be opened in the second row, but we found that the driver and passenger also have the need to use the mini refrigerator. In the parking scene, when people sitting in one row reach for the small refrigerator in the second row to get drinks, the cooling or heating mode may change due to accidental touch.

　　In order to solve this problem, in the fourth quarter, we will increase the switch of small refrigerator door in the central control panel. At the same time, the continuous working function of the small refrigerator after leaving the car will become a long-term setting item, which can keep the small refrigerator working after locking the car only once.

　　5. Air conditioning logic optimization

　　In order to make the automatic air-conditioning function meet more people’s car habits, the automatic air-conditioning function of L9 provides "five automatic grades", with the first gear being the weakest and the fifth gear being the strongest.

　　In the current logic, after the "automatic mode" is selected in the screen, the "automatic 1st gear" is entered by default, so when the car is very hot, everyone will feel that the cooling is not fast enough. In the next OTA, we will optimize it to "Automatic 3rd gear" by default after selecting the automatic mode, which is also the most comfortable air volume level, taking into account the cooling/heating speed.

　　In the remote air conditioning function, the remote air conditioner will be changed to "automatic 5th gear" by default to realize rapid cooling/heating, which will also be optimized in the next OTA.

　　6. The stability of the 5G network of the vehicle is improved

　　L9′ s 5G network uses an Internet of Vehicles card, which is different from our commonly used mobile phone card. In the same area, network service providers have different network configuration strategies for car networking cards and mobile phone cards, so their actual network performance may be inconsistent. In the previous network test, we have covered most cities in China, and at present, we are also jointly conducting road tests in more cities to continuously improve the network stability in various regions.

　　In addition to the operator’s reasons, some strategies of the car itself may also lead to poor network experience, which may cause problems such as slow recovery of the network in and out of the basement and occasional disconnection of the App car control. We will optimize them in the next OTA and the fourth quarter.

　　7. Sound effect optimization

　　Based on L9′ s high-quality audio system hardware capability and everyone’s feedback, we optimized the audio effect, which will be realized by OTA in the fourth quarter.

　　8. Navigation-assisted driving experience is improved.

　　Navigation-assisted driving relies on high-precision maps, but the update speed of maps can’t keep up with the changes of actual road conditions. For example, after the high-speed construction section in a certain place is over, if the map is not updated in time, it will lead to the degradation of navigation-assisted driving, accompanied by sound reminders. This will cause the use of navigation-assisted driving to be interrupted occasionally, which is not continuous enough.

　　In the fourth quarter, we will combine the ability of map positioning and visual perception to greatly reduce the degradation in the use of navigation-assisted driving functions. At the same time, we will greatly improve the accuracy of the speed limit value of navigation-assisted driving.

　　9. Mobile phone Bluetooth key experience optimization

　　In the next OTA, we will further optimize the functions of "automatic locking when leaving the car" and "automatic unlocking when approaching" of the Bluetooth key of the mobile phone, so as to solve the problem that the timing of automatic unlocking is inconsistent with everyone’s daily car habits.

　　Of course, in addition to the new functions and optimization projects mentioned above, we are still planning more new functions and solving some experience problems, such as the occasional car control of mobile App, inaccurate accompanying mileage in App, etc.

Source | Cyberblue

Contributed by | Fu Qingzhu

How to break the industry difficulties when the signal of centralized collection of Chinese patent medicines comes out?

On August 9, 2021, the National Medical Insurance Bureau issued the Reply of the National Medical Insurance Bureau to Recommendation No.4126 of the Fourth Session of the 13th National People’s Congress, stating that "on the basis of improving the quality evaluation standards of Chinese patent medicines and formula granules, we will adhere to quality priority, take clinical demand as the guide, and start with high-priced and large-quantity varieties to scientifically and steadily promote the centralized procurement reform of Chinese patent medicines and formula granules".

The introduction of this reply means that the procurement of Chinese patent medicines and even granules has been put on the agenda. However, as the first batch of people in China who participated in centralized drug bidding and purchasing and engaged in big data research of traditional Chinese medicine for a long time, the author is not optimistic about the procurement of traditional Chinese medicine in the short term.

Say so, we might as well stroke the train of thought:

01

What is the quantity purchase of traditional Chinese medicine?

"Drug procurement with quantity" refers to defining the procurement quantity when bidding or negotiation is carried out in the process of centralized drug procurement, so that enterprises can quote according to the specific quantity. This procurement method is also the goal that China has been striving to achieve for many years. In fact, this method is also an upgraded version of the centralized bidding and purchasing of drugs in medical institutions nationwide since 2000, which is no stranger to the vast number of pharmaceutical and medical device manufacturers at home and abroad. However, it is really a new thing for domestic Chinese medicine production enterprises, especially Chinese medicine decoction pieces enterprises.

Let’s start with the following basic definitions of popular science:

First, which Chinese medicines can be included in the quantity procurement? The "traditional Chinese medicine" that can be included in the quantity procurement mainly includes Chinese patent medicines and Chinese herbal pieces (including new-type pieces and formula granules) used in clinical practice in medical institutions.

Second, what is quantity procurement? Procurement with quantity is relative to centralized procurement, which can be understood as large-scale "group purchase" or "group purchase", that is, many hospitals form a "procurement consortium" to conduct similar "group purchase". At present, in areas where quantity procurement is implemented, the purchased products need to account for 60%-70% of the total usage, which is equivalent to a big "group purchase". Purchase with quantity, specify the purchase quantity, and the manufacturer will quote and negotiate, and the lowest price will win the bid. Enterprises can reduce the price of purchased drugs and increase the market share of products through market-oriented bidding with quantity, which is beneficial to both supply and demand sides and drug users.

Third, which institutions can carry out centralized procurement and quantity procurement? At present, it is mainly enforced in non-profit medical institutions under the supervision of medical insurance and medical and health authorities (note that it is not non-profit or non-profit). Social organizations such as retail pharmacies can also spontaneously organize "purchasing consortia" to carry out "group buying", which is referred to as "GPO purchasing" for short, but it is often not mandatory by policy.

Fourth, what does "4+7" procurement with quantity mean? It refers to the first batch of 11 pilot cities promoted by the state, including 4 municipalities directly under the central government and 7 provincial capital cities: Beijing, Tianjin, Shanghai, Chongqing, Shenyang, Dalian, Xiamen, Guangzhou, Shenzhen, Chengdu and Xi ‘an, which basically covers half of the domestic clinical drug circulation. These cities will take out more than 50% of the purchasing share every year, which has a great relationship with the market share of production enterprises and is a matter of life and death.

Therefore, once the country promotes the "4+7" or even nationwide procurement of traditional Chinese medicine, it will surely become a key event for Chinese medicine enterprises, which is expected to cause a major reshuffle of the Chinese medicine industry, and the industry must pay attention to it.

02

Why is it difficult to implement the procurement of traditional Chinese medicine for a long time?

Before answering this question, we must clarify two points:First, the centralized bidding and purchasing of proprietary Chinese medicines has been carried out around 2001, and the effect of reducing fees is very obvious, but it has not yet been included in the "4+7" procurement; Second, the centralized bidding and purchasing of Chinese herbal pieces. As early as 2001, the documents No.308 and No.309 jointly issued by five ministries and commissions in the State Council all proposed to "actively explore the centralized bidding and purchasing of Chinese herbal pieces".

However, it was not until 2018 that attempts were made in Shanghai, Gansu and other places, and the effect was not obvious; In July 2020, 12 provinces, including Shandong and Inner Mongolia, directly established a platform for the joint collection and purchase of Chinese herbal medicines, and prepared to carry out large-scale procurement activities of Chinese herbal medicines. However, the thunder and the rain are too small, and there is no more.

Why can’t centralized bidding or quantity procurement of traditional Chinese medicine products be promoted?

The apparent reason is that the overall purchase volume of Chinese medicine products without proprietary Chinese medicines is small, and the overall purchase volume of pieces of Chinese medicine in medical institutions nationwide is less than 56 billion yuan, which is only a fraction of the total purchase volume of chemicals and medical devices, and it lacks attention. But the deep-seated reason is that there are two bottlenecks, and there is no breakthrough for a long time:

The first is the standard issue.

Traditional Chinese medicine (TCM) is a practical weapon of TCM, and its personalized demand is very obvious. A large number of raw medicinal materials and even decoction pieces are agricultural and sideline products, which are non-standard products. You may say that the Pharmacopoeia has the standard of decoction pieces, but that is only the minimum quality threshold, and it can’t cover the complicated and changeable commodity circulation specifications of Chinese herbal medicines at all.

For example, 280 and 380 pieces of Lycium barbarum, Ningxia goods and Qinghai goods, new goods and old goods, although they all meet the pharmacopoeia standards, can they be regarded as the same commodity? Without a unified standard, how to divide the quality levels? If we simply use the Pharmacopoeia standard to evaluate products, it will undoubtedly lower the quality level of Chinese patent medicines and granules as a whole and destroy a large number of well-known brands of Chinese medicine.

Shanghai, Zhejiang and other places are going to separate the products using raw materials from GAP base or traceability base, but everyone in the industry knows that the construction of GAP base in China is difficult to land, and the construction of traceability base is just in its infancy. The concept is bigger than the essence. Can it be used as a criterion at this stage?

At the same time, even if you establish a commodity circulation standard, will this standard be recognized by both the supply and demand sides? How to run through the whole process of Chinese herbal medicine raw materials, Chinese herbal pieces, granules, production enterprises, products and demand side is a very difficult and grand project, which can not be straightened out by a single link.

The second is the price issue.　

The price problem is divided into three levels:

The first is how to define the cost of different quality Chinese herbal medicines. Origin, growth cycle, harvest time, content, appearance and processing technology will all affect its pricing. This problem is actually closely linked to the circulation standard and is an extension of the standard problem.

Secondly, the price fluctuation during the period of centralized mining. The nature of agricultural and sideline products of most Chinese herbal medicines leads to the reality that they still have to "eat by the sky". In the past five years, the price amplitude of Chinese herbal medicines in China has reached more than 18.5%. In August 2020, the same kind of forsythia was 55 yuan (kg price, the same below), and it will rise to 115 yuan in 2021; The raw land has skyrocketed from 11 yuan to 35 yuan. How do you let the successful bidder complete the distribution at the original price?

Allowing the price increase violates the rules of the game of winning the bid at a low price under the same quality, and how to accept the price increase basis? If the price increase is not allowed, the winning bidder will be miserable and it is very likely to lose money to perform the contract; If the roasted seeds and nuts add fuel to the fire and monopolize the raw materials of the winning products to raise the price, the enterprise will even lose the pants, and finally the severe consequences of "winning the bid is death" will not be ruled out.

More crucially, the higher the bid, the higher the price. At present, the principle of "bidding and bidding, the lowest price for supply" is generally adopted in raw material procurement of production enterprises, and all kinds of arrears and deduction of suppliers’ payment for goods have also existed for a long time, so as to minimize the cost of raw materials. If we really realize the so-called "genuine quality and conscientious processing" through centralized purchasing activities, and make the raw material sources and costs of those brand enterprises known to the world, we will inevitably face the embarrassing situation of "more recruitment and higher fees" due to the improvement of quality. Originally, centralized purchasing wanted to reduce prices and control fees, but as a result, the price of centralized purchasing rose sharply. Can the medical insurance department accept it? This is really a paradox.

To sum up, when designing the centralized collection activities of traditional Chinese medicine, the operators often fail to consider the complexity of traditional Chinese medicine products, especially in terms of standards and prices, and lack of fundamental countermeasures and convincing evaluation system, so there are many obstacles in the actual promotion, and most attempts eventually end in vain.

03

How to break the traditional Chinese medicine collection?

It is precisely because of the complexity of the centralized collection of traditional Chinese medicine that the procurement of traditional Chinese medicine in medical institutions has been in a blind spot or even a "gray zone" for a long time.

The so-called "high-end decoction pieces" and "selling granules with gold" such as Niuhuang, Cordyceps sinensis, Saussurea involucrata, etc. have long been an open secret in the industry, seriously damaging the principle of "openness, fairness and transparency" in drug circulation. Therefore, the centralized collection of traditional Chinese medicine must be implemented as soon as possible. But in the face of many practical difficulties, how to break the game?

The author believes that the key to the breakthrough of centralized collection of traditional Chinese medicine lies in rationalizing the industrial chain by using the big data platform of traditional Chinese medicine industry, and realizing the bottom logic of traditional Chinese medicine products from raw material production, processing, circulation to sales, thus achieving a closed loop.

In this closed-loop front-end, it is an order agriculture based on the concept of blockchain, which is directly linked to the annual orders of demanding enterprises. When the commodity codes are sold out, external capital cannot intervene at all to ensure the stability of supply prices; In the circulation link, it is the two-dimensional code traceability of the whole process; In the sales link, we encourage order agriculture and full traceability with high quality and good price, so that the traceability input of enterprises is worth the money; Finally, basic functions such as standardized warehousing and logistics and third-party testing should be completed.

In this closed-loop system, the construction of big data platform for Chinese medicine industry is very important and is the core grasper. All information such as origin information, product information, price fluctuation, employee data, supply and demand data, quality standards, etc. will be included in this big data platform, and the bottom layer will realize the whole process with unified coding.

Only after the above preparations are completed, can the centralized collection of traditional Chinese medicine have the basis for implementation, and can the original intention of the medical insurance department to raise quality control fees be realized.

I believe that the centralized collection of traditional Chinese medicine will surely make a breakthrough on this basis.

　　Regarding the problem of arrears, LeTV responded that "LeTV will never owe money to any creditor, including financial institutions, including the supply chain. As long as LeTV is given time, it will definitely be fully repaid." However, in the situation of being chased for the arrears everywhere, for Jia Yueting, even though he may not agree with what Sun Hongbin called "what should be collected, what should be sold", the realistic pressure may force him to consider this way.

　　Letv is facing four debts to be recovered. According to Jia Yueting, over the past six months, LeTV has paid back more than 15 billion yuan. However, LeTV’s money is obviously far from being repaid, which ultimately leads to the fact that most of the shares of LeTV, a listed company held by Jia Yueting, have been frozen.

　　status

　　More than 99% of the shares of LeTV held by Jia Yueting were frozen.

　　According to the announcement issued by LeTV last night, at present, Jia Yueting holds 524,074,478 shares of LeTV directly or indirectly through LeTV Holdings, accounting for 26.27% of the company’s total share capital. Among them, 512,133,322 shares directly held by Jia Yueting have all been frozen; Of the 11,941,156 shares held through LeTV Holdings, 7,000,000 shares were frozen. So far, the accumulated frozen shares of LeTV in Jia Yueting have reached 519,133,322 shares, accounting for 99.06% of the company’s shares. Numerically, the 519,133,322 shares frozen in Jia Yueting are exactly the same as the number of shares frozen by the Shanghai High Court due to a loan dispute with China Merchants Bank the day before.

　　Regarding the problem of arrears, LeTV responded that "LeTV will never owe money to any creditor, including financial institutions, including the supply chain. As long as LeTV is given time, it will definitely be fully repaid." However, for LeTV, how many assets can be used to repay the account?

　　At its most brilliant time, LeTV once had three listed companies, a LeTV network listed on the A-share Growth Enterprise Market, a Cool Group of Hong Kong stocks, and a new three-board company online wine network. This is not counting the new three-board companies such as Ruixin Media, Yongsheng Animation and Yongle Culture. However, two of the three listed companies have suspended trading for several months, and the online wine network has taken the initiative to withdraw from the market in the first half of this year.

　　press sb for an interview

　　Letv has been suspended for nearly three months.

　　Under the pressure of LeTV’s capital chain crisis, the A-share company LeTV has been declining since the end of last year, during which it was suspended. It was rumored that the share price was close to the liquidation line of Jia Yueting’s equity pledge, but it was denied by LeTV. What is particularly embarrassing is that after Sun Hongbin received more than 10 billion emergency funds, it still failed to boost LeTV’s share price. Until April 15 this year, LeTV announced the suspension of trading on the grounds of planning major events, and it has been nearly three months.

　　Until last week’s shareholders’ meeting, LeTV has not given a specific resumption time. However, it is obviously impossible for LeTV to suspend its trading for an indefinite period. According to the new suspension regulations issued by Shenzhen Stock Exchange in May last year, for listed companies planning major asset restructuring, the suspension time is up to six months. But in fact, in the three months since the suspension of trading, the negative news of LeTV has not gradually subsided but has become more and more prominent, which makes it difficult to imagine the stock price trend after its hasty resumption of trading.

　　pay close attention

　　Coolpad will be removed from the Hong Kong Stock Connect Index next week.

　　The acquisition of Coolpad, a well-known domestic mobile phone brand listed in Hong Kong, was also an influential merger and acquisition of LeTV. In June last year, LeTV acquired a total of 28.9% of the shares of Coolpad Group twice and became the largest shareholder of the latter. According to the idea of LeTV at that time, by integrating the existing super mobile phone business of Coolpad and LeTV, "2016 ‘ Letv+Coolpad ’ The total sales volume of smartphones can reach 50 million to 60 million units, and the sales volume is expected to exceed 100 million units in 2017, making it one of the largest mobile phone companies with sales volume. " However, less than half a year later, in November last year, Coolpad Group issued a profit warning on the Hong Kong Stock Exchange, saying that it is expected that the company will lose HK$ 3 billion in 2016. Up to now, Coolpad Group has been unable to publish the 2016 annual report "because the audit problem has still not been solved". According to the regulations, the end of March this year is already the deadline for its disclosure of last year’s annual report. Correspondingly, Coolpad shares have been suspended since March 30 this year. Before the suspension, the share price was 0.72 Hong Kong dollars/share, which was more than half of the loss of 1.5 Hong Kong dollars/share when LeTV acquired it.

　　According to the latest index change notice issued by Hong Kong Hang Seng Index Company this week, Coolpad Group (02369) will be excluded from the Hang Seng Global Composite Index and also be excluded from the Hang Seng Hong Kong Stock Connect Index. This change will take effect from next Tuesday.

　　Net Wine Network used to be the second LeTV company to independently land in the capital market after LeTV. On August 24th, 2016, the online wine network was listed and traded on the New Third Board. The controlling shareholder of the company is LeTV Holdings, and Jia Yueting indirectly holds 50.35% of the shares of the company through LeTV Holdings. The online wine network is also an organic part of the LeTV ecosystem.

　　However, in less than eight months, on April 24 this year, the online wine network announced the termination of listing on the New Third Board. The scene that appeared before its delisting from the New Third Board was also the failure to disclose the 2016 annual report on time. In addition, 70% of the shares indirectly held by Jia Yueting in the online wine network have been pledged.

　　focus

　　Letv has experienced negative growth this year.

　　LeTV’s super tv business has always been a relatively good asset of LeTV, which was also recognized by Sun Hongbin, a real estate player who rescued LeTV for more than 10 billion yuan at the beginning of the year. But the unavoidable fact is that as of the end of last year, LeTV has not been able to achieve profitability. At the beginning of this year, Liang Jun, the head of LeTV TV, issued a military order to make a profit this year, but there are indeed too many variables in LeTV this year. In the case that other professional color TV manufacturers are in a tight situation this year, LeTV TV obviously needs to accept greater challenges if it wants to turn a profit in this difficult period. Moreover, Liang Jun admitted at the shareholders’ meeting of LeTV last week that LeTV had experienced negative growth since the first half of this year.

　　Another bad news for LeTV is that Foxconn, which had worked closely with LeTV before, has now almost broken up with it. For LeTV, which does not have its own manufacturing business, OEM companies like Foxconn were once important partners in its hardware development. LeTV’s super tv used to leverage Foxconn’s cheap manufacturing to be influential in the color TV market. In addition to the business connection in OEM, LeTV and Foxconn once had a close capital bond. In 2013, LeTV.com disclosed the resolution of the board of directors. Shenzhen Guanding Construction Engineering Co., Ltd., an affiliated company of Foxconn, achieved a 20% share by increasing its capital to LeEco Zhixin Company, which is mainly engaged in LeTV TV.

　　However, with the financial shortage of LeTV, Foxconn has quietly broken up with LeTV. According to media reports, since 2016, Shenzhen Guanding has been out of LeTV’s new shareholder list. According to the data of Aoweiyun.com, a data company in the domestic household appliance industry, in the first four months of this year, the number of LeTV TVs shipped by Foxconn was only 6,600, 3,200, 7,200 and 4,500 respectively. This means that the vast majority of LeTV TVs are not from Foxconn, and the cooperation between them has almost broken up.

　　analyse

　　The unlisted part is afraid of "selling the sale"

　　According to the analysis of people close to LeTV, after Sun Hongbin invested real money in LeTV, the supervision of LeTV’s funds has been significantly strengthened. At present, the pattern formed is that Sun Hongbin keeps an eye on the operation of some listed companies of LeTV; For the unlisted part of LeTV business, Jia Yueting is in charge, the largest part of which is LeTV. Although the listed company and the unlisted part are still connected in many businesses, it is impossible to transfer funds, which is why Jia Yueting admitted at the shareholders’ meeting last week that the financial pressure of the unlisted part of LeTV is greater than expected.

　　For Jia Yueting, he now needs to take care of various businesses such as LeTV Sports and LeTV Mobile Phone with extremely limited funds. Even though he may not agree with what Sun Hongbin called "what should be collected, what should be sold", the realistic pressure may force him to consider this way. Easy access was once an important part of Jia Yueting’s ideal LeTV car ecology. When it was first acquired, Jia Yueting was ambitious. "Through completely independent research and development, we will build the best Internet smart electric car and establish the car Internet ecosystem, so that China’s automobile industry will subvert the traditional giants in Europe, America, Japan and South Korea, effectively solve urban smog and traffic congestion, and let everyone drive super cars and breathe pure air." But today, it is a foregone conclusion that LeTV is easy to sell.

　　prospect

　　Letv will sell the mobile phone sector in the future?

　　In addition, some media expect that LeTV will sell the mobile phone sector next, so what really triggered the crisis of LeTV’s capital chain at the end of last year was the arrears of suppliers in the mobile phone business. Almost all of Jia Yueting’s shares in LeTV were frozen this time because of the property preservation caused by his personal joint guarantee for the financing of LeTV’s mobile phone business.

　　It is worth noting that Jia Yueting said at the shareholders’ meeting last week that in the future, LeTV will focus on two major industries, namely, listed companies and automobile business. He also specifically mentioned that businesses that are not included in the "focus" category, such as LeTV’s mobile phone, LeTV Sports and Easy Access, "I hope that in the next two or three months, everyone will gradually see LeTV’s determination this time, and its limited assets will gain the greatest value". As soon as the voice just fell, it was announced that the controlling shareholder was no longer LeTV, which naturally increased people’s association with the future LeTV mobile phone business. However, in response to the Beijing Youth Daily reporter yesterday, LeTV Mobile said, "All the business of LeTV Mobile is normal at present, and the release of new machines is also planned."

　　Text/reporter zhangqin for the picture/vision china

　　The widely circulated online articles also questioned lithium batteries, including: lithium batteries are highly toxic, short-lived, explosive and harsh in use conditions; Unable to recycle, resulting in great environmental pressure … … Is this really the case? The "Verification" column of People’s Daily continued to interview many industry experts to explore the truth.

　　Lithium batteries are highly toxic and dangerous goods?

　　Response: Lithium batteries do not contain toxic substances, and the impact is far less than that of lead-acid batteries.

　　"Strictly speaking, lithium-ion batteries and lithium batteries are still conceptually different." Wang Fang, chief expert in the field of power batteries in China Automotive Technology Research Center, secretary-general and senior engineer of battery testing and application technology alliance, said that lithium batteries usually refer to batteries with lithium metal or lithium alloy as the negative electrode and non-aqueous electrolyte. Lithium-ion battery refers to rechargeable secondary battery, the negative electrode does not use metal lithium, and it works by lithium ion moving between the positive and negative electrodes. However, in daily life, people are used to calling lithium-ion batteries lithium batteries or lithium batteries for short.

　　It is understood that most of the new energy vehicles promoted in China (including pure electric vehicles and plug-in hybrid vehicles) use lithium-ion batteries, of which Ferrous lithium phosphate accounts for 80%— 90%, ternary lithium batteries have also been widely used in passenger cars.

　　In response to the statement that lithium batteries are "highly toxic dangerous goods" pointed out in the online article, Wang Fang refuted that lithium batteries do not produce any toxic and harmful heavy metal elements and substances such as lead acid, nickel chromium and nickel hydrogen, and are relatively less polluted. And its electrolyte is organic solvent and lithium salt, mostly non-toxic or low-toxic; However, the decomposition or hydrolysis products of lithium batteries are hydrofluoric acid and other fluorine-containing compounds, which are corrosive and toxic.

　　Liu Haojie, a researcher-level senior engineer at the 18th Research Institute of China Electronics Technology Group, said that the lithium-ion battery itself does not contain toxic substances, and the carbon in the negative electrode and the metal oxide in the positive electrode are basically non-toxic. Because lithium-ion batteries belong to a sealed system, they will not be exposed to these substances in normal use. "In any case, its impact is far less than that of the most widely used lead-acid battery at present."

　　Lithium batteries have short life and harsh conditions?

　　Response: The life of power lithium-ion battery can reach 2000 cycles, and the battery management system can limit "overcharge and overdischarge".

　　How long is the current lithium battery life? Will shallow charging and discharging and overcharge and overdischarge affect the safety and life of the battery?

　　"There are many factors that determine the service life of power lithium-ion batteries, including the characteristics of the system itself, as well as the manufacturing process and working conditions. A high-quality battery system and scientific system management can achieve a long service life. " Wang Fang said that according to the cut-off condition that the capacity decays to 80% and the discharge depth test of 100%, the life of power batteries can basically reach 2000 cycles.

　　"Overcharging and overdischarge means that the voltage of the battery exceeds or falls below the specified cut-off voltage during charging and discharging, which will bring harm to the performance and life of the battery." Wang Fang said, but the BMS battery management system in the battery will limit and protect it. It will limit the charging of the battery at low temperature and recharge it when it is heated to a suitable temperature. Wang Fang said that in order to ensure the safety of lithium-ion batteries, there are a series of safety protection designs from battery cells, modules to battery systems to prevent the batteries from being overcharged and over-cooled, and alarm and protect them in time in case of abnormality.

　　It is mentioned in the net that there have been media reports that "Tianjin No.18 Institute has proved that lithium batteries burn and explode in almost all projects such as high temperature and high pressure, puncture and impact, and overcharge and overdischarge".

　　In this regard, Liu Yanlong, secretary general of China Chemical and Physical Power Industry Association, said that at the end of May 2014, the 18th Research Institute of China Electronics Technology Group was interviewed by the media, but the phenomenon of battery burning and explosion in the program was caused by dismantling the protection circuit according to the requirements of program recording, and then conducting abuse experiments. The main purpose of this experiment is to let users know about the possible dangerous situation of ternary lithium battery without protective measures under abuse conditions.

　　"The safety of lithium-ion batteries is theoretically controllable, and most of the safety problems are caused by product defects and abuse." Liu Yanlong said. "But the safety of battery cells, modules and systems alone is not enough to ensure the absolute safety of electric vehicles equipped with lithium batteries." Li Ping, Chairman of Contemporary Amperex Technology Co., Limited New Energy Technology Co., Ltd. (CATL), introduced the current top Model— S used 7104 Panasonic ternary lithium batteries, and made great efforts in battery safety protection, including setting sensors, being controlled by battery control system, and using a large number of high-strength aluminum alloys and other materials for collision protection. With these safety designs, the probability of safety accidents still reaches one in ten thousand.

　　Wang Qinghua, a researcher-level senior engineer at the 18th Research Institute of China Electronics Technology Group, also pointed out that the products in the electric vehicle battery market are mixed, and the batteries produced by some manufacturers have poor consistency, and the effectiveness of the management system is not very effective. The problem of a single battery will have a certain impact on the overall life of the battery pack. In this regard, Wang Qinghua suggested that the government should improve the corresponding test and verification standards and strengthen the management, supervision and testing of the electric vehicle market.

　　Is the pollution of waste lithium batteries uncontrollable?

　　Response: Due to relatively small environmental risks, lithium batteries have not been included in hazardous waste management, but the recycling system should be laid out as soon as possible.

　　Is there a compulsory recycling policy for lithium batteries at present? Is it true that waste lithium batteries will cause great environmental pressure, as stated in the online article? Wang Fang said that at this stage, waste batteries that are included in hazardous waste management by environmental protection departments include waste cadmium-nickel batteries and waste lead-acid batteries. Disposable batteries, lithium-ion batteries, nickel-hydrogen batteries, etc. are not included in hazardous waste management because of their relatively small environmental risks.

　　However, when waste lithium-ion batteries enter the environment, the electrode materials and electrolyte react with other substances in the environment, such as hydrolysis and oxidation, which may cause heavy metal ion pollution such as nickel, cobalt and manganese, fluorine pollution and some organic pollution. So, can these pollutions be controlled?

　　Wang Fang said that for the treatment of lithium-ion batteries, the "Recycling Policy for Power Batteries of Electric Vehicles (2015 Edition)" drafted by the Environmental Protection Department of the National Development and Reform Commission stipulates that wet smelting technology is encouraged to treat waste lithium-ion batteries, and the comprehensive recovery rate of nickel, cobalt and manganese should be no less than 98%. "For the processing technology of lithium-ion batteries, China has always had research teams from universities and conducted cooperation and exchanges with the United States." Wang Fang said.

　　On January 8th, the Ministry of Industry and Information Technology issued the Interim Measures for the Administration of Industry Standard Announcement on the Comprehensive Utilization of Waste Power Batteries of New Energy Vehicles (Draft for Comment), which intends to implement dynamic management of enterprises for the comprehensive utilization of waste power batteries of new energy vehicles, and entrust relevant professional organizations to assist in the relevant work of announcement management.

　　Hu Shuqing, chief expert and researcher-level senior engineer of China Electronics Science and Technology Corporation, said that for lithium-ion batteries with Ferrous lithium phosphate, lithium manganate and ternary materials with low cobalt content as positive active materials, due to the low commercial value of recycling, enterprises are not interested. The recycling of these used batteries must be issued by the state policy, in order to successfully realize the closed loop of the industry. At present, China has issued some policies and standards, such as the classification of used batteries, storage and transportation norms, and technical policies for pollution prevention and control of solid waste and hazardous waste, but they are not sufficient.

　　"The work of recycling lithium-ion batteries should be laid out as soon as possible." Wang Binggang, head of the National 863 Energy-saving and New Energy Vehicle Project Supervision and Consulting Expert Group, said that to establish a power battery recycling system, it is necessary to improve battery standardization, establish a code traceability system, implement strict reward and punishment measures, and conduct qualification management for recycling enterprises.

　　(Reporter Wang Zheng Zhu Hong)

(This article was first published in "Movie Rising Potential", welcome WeChat to search filmmore for attention)

　 1905 movie network exclusive feature In the age of entertainment to death, serious and not serious can be changed to entertain the public. The birth of the live broadcast not only gave the folk people a broader entertainment platform, but also satisfied the netizens’ desire for privacy and expression with real-time pictures and fragmented barrage.

The anchors occupied the media seats.

　 On the red carpet and at the press conference, you will find that in addition to the "long guns and short guns" of photographers, there are many beautiful women holding selfie sticks and talking to themselves with headphones. These are the most popular live broadcast anchors. Compared with them, online media is more like traditional media.

　 Nowadays, these live broadcast platforms have also become an important part of the film announcement, and more and more anchors have become frequent visitors to major occasions.

　Fang Li’s greatest contribution to the tens of millions of box office for "A Hundred Birds at the Phoenix" is actually live broadcast.

For the promotion of the movie "The Magic Wheel", three female anchors were invited to go to the shooting site for live exploration on the cruise ship.

　 Wang Baoqiang, who was the director for the first time, broke the popularity of 5 million in three minutes on the set of his first film "Make a scene in Tianzhu" (did you notice that rocket, which is worth 500 RMB).

The Jing Wong online movie "My Goddess of Need" conference directly contracted the focus maps of eight live broadcast platforms, with nearly 100,000 online users in real time, and the total coverage is expected to reach 10 million times.

It is already a routine to use star live broadcast for the new film. Charmaine Sheh and Nick Cheung are broadcasting the conference of The Apostles.

In addition, this year’s China Watch Award has a unique way, integrating the award release with the promotion unit of "New Force of Chinese Film" and adopting a brand-new mode of "M+N" for multi-channel communication.

　 The live broadcast’s attack on 2016 is like a barrage.

　 Trees attract the wind, and the corresponding regulatory system naturally follows. How will the positioning of "Live Wind" be impacted? How will the live broadcast platform respond? Are anchors really more useful than stars for film marketing?

　 With these questions, Zi Shijun chatted with An Yugang, general manager of the well-known film marketing company, Daniel Wu, the anchor of the fighting fish industry who participated in the live broadcast of the China Watch Award, and the insiders of the fighting fish platform.

"It knows what netizens like" — — Marketing tycoon said

An Yugang

　 An Yugang, an influential benchmark figure in film marketing and general manager of the film industry, has successfully helped many films become box office winners, and has been recorded in classic marketing cases.

　 A few days ago, the announcement of "Amazing Thieves 2", which was marketed by the film industry, caused a sensation again. Twenty or thirty anchors sat in the golden position in the front row of the conference, attracting countless audiences and successfully creating momentum for the film:

Q： Can you describe what the scene was like that day? Did it meet your expectations?

A：I thought it was hot, but I didn’t expect it to be so good and very happy.

　 On that day, the first row was occupied by the founder, and the second and third rows were given to online celebrity, the most golden position. At that time, the owner of the film, Qiu Jie (CEO of Lion Mouse Film), glanced at a live broadcast box of online celebrity, and casually looked at it. It was 40,000 yuan, so its publicity was on the top of a small media. And those who like the anchor are really the most consistent with my target audience, and the conversion rate is relatively high.

Q：Will the anchors be asked what to do, or will there be restrictions on their language and comments?

A：No, whatever. In fact, this thing is like some promotional videos that want us to film the artist’s makeup in the lounge. These are what the people are more concerned about. They don’t like to always see the flow you designed on the stage to go to 12345. He prefers to look at some edges and corners. The anchors can publicize things that are usually invisible.

　 Tell a funny detail. At that time, we had a sponsor at that event, and one of their cars was on the right side of the podium. There’s an anchor who’s been shooting that car around. Advertisers are so happy. How can traditional media keep shooting that car for you?

　 As for the anchors, we are all in a cooperative state at present, and the process of our own design is also very beautiful and interesting. I won’t leave her a chance to have negative comments.

On the same day, The Pirates 2 teamed up with 28 live broadcast platforms and contracted the focus map.

　 In fact, the live broadcast circle is like the embryonic form of the entertainment circle. Although the star’s own fan base makes their original onlookers more. But these amateurs have their own way of living. Come to think of it, they are actually more suitable for eating live broadcasts than stars.

Q：How to treat the relationship between live broadcast and film marketing?

A：Quite simply, my concept of film marketing has always been content (film) and establishing contact with users. Live broadcast is just a certain model established. It used to be a radio and television website, but today it is an APP, a variety of network sizes, or something. Live broadcast is the latest form today. It’s just a channel for me to reach my target users from the perspective of movies, and there is an interactive connection.

Q：Compared with other mobile platforms, what are its advantages and values?

A：Lively. For example, if I go to find a large size, the best he can do is to help me with the graphics and text, and then add my trailer. But the live broadcast, as I mentioned, he will put all the details of my press conference — — And it’s the details he realizes, right? He knows what his netizens like.

Q：What’s the difference between a star doing live broadcast and online celebrity doing live broadcast?

A：Stars have a large base and many fans. Come up and duang, blow up. At the same time, the interaction with netizens is also an effect of expanding influence and flattening.

　 But online celebrity is the other way around. His base may not be that big, but the advantage is that I think they may be more open and have a larger scale. I don’t mean taking off clothes, but their speech scale, or telling jokes and so on.

Q：New media is undoubtedly a new battlefield for film marketing. Will you consider other attempts later? For example, let the stars participate in the live broadcast, or more high-tech ARVR?

A：I’m already trying, Love O2O. We also discussed this matter in the group this morning. We should use AR, and a virtual person may be established on the mobile phone. For example, if you are now, a Jing Bo Ran in ancient costume will suddenly be projected around you. You can communicate with him. In fact, if VR is used, there is also a project being done, but that will be more suitable for short videos, and the human body may not be able to stand long videos.