Today’s Film Review ｜ Can the withdrawal of movies change their lives at the box office and word of mouth？


Special feature of 1905 film network How big a stir will the withdrawal of a movie cause? After May 6th, the May 1st movie starring, was announced to be temporarily withdrawn, for a time, the audience talked about it, and the director suspected that tears were spilled in the live broadcast room and rushed to the hot search. The film producer released at the same time even bluntly said, "Pay for it, admit it. But not embarrassing. " Implies this "fight but run" behavior.



In this program, we invited Professor Zhi Feina from China Academy of Art to talk with us about whether the box office is not good or not.



"Withdrawing files" multiple-choice questions


Why "withdraw the file"?


When a movie is released, it can usually be divided into the following three situations:


one

Force majeure factor


The first situation in which a film is withdrawn is influenced by force majeure factors in the film production or schedule environment. For example, in 2022, in order to present a better production effect, a document was issued announcing its withdrawal from the National Day file of that year.



2

Wrong schedule selection


The second reason why movies choose to withdraw files is that the tone of movies doesn’t match the schedule selection. For example, because of the failure of schedule selection, the film announced that it would withdraw from the Spring Festival file in 2023 and switch to the Qingming file in 2024.



three

The film quality is poor.


The last kind of movie is that there are some problems in the quality of the film itself. Even if the film is re-released, it is difficult to change its fate.


"Withdrawing files" is not a panacea.


From the perspective of market development, a market with full and free competition is allowed to withdraw files. The withdrawal of files is the result of the film’s independent choice, which should be understood and respected, but the act of withdrawing files after the film is released is harmful to the film, the theater, the audience and the whole film industry.


First of all, the temporary withdrawal of files has impacted the credibility of the film, which is a big loss for the director and the film itself, which may lead to a decline in the reputation of the film, which is also very harmful to the brand benefits of the main creation.



Secondly, the marketing preparation and film arrangement made by the cinema before the release of the film will be destroyed with the withdrawal of the film, which will further affect the benefits of the cinema during this period, which will also detract from the overall image of the film industry to a certain extent.



Finally, the temporary withdrawal of the film has a certain impact on the audience. Withdrawing files will kill the expectations of some "potential" audience attracted by the marketing in the early stage of the film and erase the audience’s enthusiasm for watching movies.



As a kind of cultural product that provides the audience with freshness, film products will be labeled as "old works" after being released, and their competitiveness will be significantly lower than that of new works in the same period. In this regard, Zhifina said: "In fact, it is difficult to change the fate of a film after it is released."


Take the movie "Viva La Vida", which was withdrawn from the Spring Festival in 2024, as an example. After the film was changed to Qingming, the box office did increase, and it broke through the 200 million yuan mark one week after its release. However, compared with the previous two films, the third film of "Life Trilogy", as the director, reached 510 million yuan in the first round of box office after its release in 2015, while the cumulative box office of films released in the New Year’s Eve in 2021 was as high as 1.432 billion yuan. Obviously, although the quality of Viva La Vida is still the same, its box office is far from reaching its breakeven point.



China’s films ushered in the "era of big file withdrawal"?


At the beginning of 2024, there were eight films scheduled for the Spring Festival, and four films were withdrawn, accounting for 50% of the withdrawal, while eleven films were scheduled for the May 1st, and finally four films were withdrawn. Some netizens joked that 2024 was the "first year of withdrawing files" for China films, and even some media said that China films ushered in the "era of withdrawing files". So, will file withdrawal become the mainstream choice after China movies?


In this regard, Zhifina explained: "Judging from the volume of 500 to 600 films released in China every year, the withdrawal of several films is not a very prominent phenomenon. I think that the phenomenon of withdrawing files in the first year or frequently withdrawing files will not become the mainstream of China films. If the quality of the film itself is guaranteed, there is no need to withdraw files from this film. "



In the Spring Festival of 2021, the film starring,, and, under the fierce competition with Detective Chinatown 3 and other films in the same period, although the film was rarely arranged, due to the excellent quality of the film itself and the careful marketing of the film and the publicity and distribution, the reputation of the film gradually improved, which achieved a turnaround against the wind.



Slot selection tips


In order to avoid the phenomenon of frequent file withdrawal in the film market, Zhifina put forward three suggestions for the film distributor to choose the file schedule in the program:


one

Fine distribution


First of all, the choice of film schedule should not blindly focus on the big schedule such as Spring Festival and May Day. According to the quality and taste of the film, the film producers need to make precise positioning on the release time and audience selection of the film, for example, sub-line distribution, sub-fare distribution, sub-regional distribution, focus distribution and accurate positioning distribution according to the type of film. Red-themed films can be selected as "guaranteed", and fan films can be selected as fans rather than large-scale screening.



2

In-depth communication with cinemas


Secondly, the film producer should communicate with the theater manager. The nature of the cinema manager’s work determines that his preference for films and audiences will be more clear, so the film producer can invite the cinema manager to participate in the evaluation and help the film choose the appropriate schedule.


three

Invite ordinary audience to participate in decision-making.


Finally, the film side should learn to use ordinary audience resources. Before the release of the film, if the film is not sure about the quality of the film, we can try to invite ordinary viewers to comment on it, and then make modifications or complete refined marketing planning.




Progress in the situation in Russia and Ukraine： Many countries provide air defense equipment to Ukraine and Poland repairs the ＂Friendship＂ oil pipeline.

　　China news agency, Beijing, October 16 Comprehensive news: Recently, Britain, France, Germany and other countries have provided equipment to Ukraine to enhance its air defense capability. Grossi, Director General of the International Atomic Energy Agency, recently posted on social media that progress has been made in the establishment of the Zaporoze nuclear power plant protection zone. Polish oil pipeline operation company said on the 15th that it had repaired the "Friendship" oil pipeline.

　　Many countries provide equipment to Ukraine to enhance its air defense capability.

　　According to Ukrainian media reports, from the night of 15th to the early morning of 16th local time, air defense alarms sounded in eight states in central, southern and eastern Ukraine. The Associated Press quoted a senior US defense official as saying on the 15th that Ukraine urgently needs to strengthen its air defense capability. Russia has launched more than 80 missiles into Ukraine in the last 24 hours, and the Ukrainian air defense system can intercept about half of them.

　　According to the Associated Press, the British government recently said that it will provide missiles for the NASAMS air defense system that the United States plans to transport to Ukraine. Germany has delivered the first IRIS-T missile air defense system to Ukraine, and previously promised to deliver four sets. France says it will provide more artillery, air defense systems and missiles, and Canada is planning to transport winter equipment, drone camera equipment and satellite communication equipment.

　　Grossi welcomes the restoration of standby power supply at Zaporoge nuclear power plant.

　　Grossi, Director-General of the International Atomic Energy Agency, said recently that the restoration of standby power supply at Zaporoge nuclear power plant is a positive step to strengthen power supply, according to the news of Tass news agency on 15th. Grossi said that although the working conditions are extremely challenging, the staff of Zaporoge Nuclear Power Plant are doing their best to strengthen its fragile off-site power supply, and restoring the standby power connection is a positive step.

　　Grossi said on social media on the 13th that the Zaporoge nuclear power plant was once again blacked out due to the shelling of a substation in the distance, and then the backup power supply was quickly restored.

　　Recently, Grossi frequently voiced on social media about Zaporoze nuclear power plant, and Grossi claimed that its intensive talks with Russia and Ukraine made progress in the establishment of Zaporoze nuclear power plant protection zone.

　　Poland has repaired the Friendship oil pipeline and resumed oil supply.

　　Polish Oil Pipeline Operation Company (PERN) issued a statement on 15th local time, saying that the technical department of the company had repaired the damaged "Friendship" oil pipeline and resumed oil supply to Germany.

　　PERN said that the company’s next key service work is to clean up the site and restore it to its previous state. The cause of the accident is still under investigation. Earlier, the company said that the preliminary investigation results showed "no signs of third-party intervention".

　　PERN12 issued a statement on the 12th, saying that on the evening of 11th, one of the two oil pipelines of the Friendship pipeline was detected to be leaking, and the repair work was urgently carried out.

The Ministry of Housing and Urban-Rural Development interviewed 12 cities： not all housing prices have gone up. This indicator system is the key.

　　Beijing, May 22 (Reporter Qiu Yu) More than half a month ago, the Ministry of Housing and Urban-Rural Development interviewed 12 cities to prevent the real estate market from overheating, and then many new policies were issued, and the local property markets once again ushered in a period of intensive regulation.

　　The reporter noted that the cities interviewed this time were mainly concentrated in the northeast and central and western regions, and house prices in some cities increased significantly. However, house prices are not the only indicator. Some experts said that this interview was actually related to an early warning mechanism mentioned by the Ministry of Housing and Urban-Rural Development at the end of 2017.

　　Being interviewed, 7 of the 12 cities have a New Deal.

　　Recently, the Ministry of Housing and Urban-Rural Development interviewed several city leaders twice on the property market. As of press time, among the 12 cities interviewed, 7 cities have introduced the New Deal, including Hefei, Foshan, Harbin, Changchun, Guiyang, Chengdu and Taiyuan.

　　The reporter noted that most of these controls are based on the original policies, mainly including the tightening of restrictions on purchases and sales, and the management of pre-sale prices of commercial housing.

　　Specifically, in terms of purchase restriction:

　　Chengdu proposed to adjust the object of purchase restriction from natural person to family; Buyers who have moved into the restricted purchase area for less than 24 months can only buy houses if they meet certain conditions; Taiyuan requires that the six districts of the city’s household registration city be limited to two sets.

　　Restricted sales:

　　Harbin stipulates that the sale of newly purchased commercial housing in the 6 th district of the main city will be restricted within 3 years; Guiyang stipulates that the purchased new house shall not be transferred within 3 years; Taiyuan requires that newly purchased houses can only be traded and transferred after 2 years; Chengdu proposed that the purchase of new houses or second-hand houses can only be transferred after 3 years.

　　Pre-sale price management:

　　Changchun proposed that the actual transaction price of commercial housing should not be higher than the pre-sale declaration price, otherwise it will not be signed online; Guiyang stipulates that the implementation of commercial housing sales clearly marked, one room and one price system; Hefei requires that developers can only pre-sell commercial housing after obtaining the pre-sale permit.

　　In addition, Foshan stipulates that project opening or sales activities should be avoided at night, and when the number of buyers is expected to be large, sales should be carried out by means of lottery as much as possible.

　　What are the characteristics of these cities?

　　— — Feature 1: concentrated in the northeast, central and western regions.

　　The 12 cities interviewed are Xi ‘an, Haikou, Sanya, Changchun, Harbin, Kunming, Dalian, Guiyang, Xuzhou, Foshan, Chengdu and Taiyuan, which are not all 15 hot cities classified by the National Bureau of Statistics.

　　"The cities interviewed this time are mainly concentrated in the northeast, the central and western regions, and Hainan, which has introduced a free trade policy, rather than the traditional first-tier and strong second-tier cities." I love my family, Hu Jinghui, president of the Group Market Research Institute, told Zhongxin. com.

　　In contrast, before Beijing promulgated the "930 New Deal" in 2016, the Ministry of Housing and Urban-Rural Development had interviewed some cities, and then nearly 20 cities issued property market regulation policies. At that time, the former China Banking Regulatory Commission issued a notice to conduct special inspections on banking financial institutions in 16 cities where housing prices rose too fast, and these cities were mainly first-and second-tier.

　　Yang Donglang, director of the Real Estate Research Institute of Xi ‘an Jiaotong University, pointed out that the absolute value of housing prices in the cities interviewed this time is low. In the case that first-tier and some second-tier cities are strictly restricted, some real estate speculation or investment funds have turned to the original non-hot cities.

　　— — Feature 2: Many places have introduced the new policy of talent introduction.

　　"Some cities interviewed have previously introduced talent attraction policies, which are often linked to household registration, and many people can enjoy the preferential purchase of houses by local residents." Hu Jinghui said.

　　The reporter noted that before being interviewed, cities such as Xi ‘an, Chengdu, Changchun, Guiyang and Xuzhou all issued talent introduction policies, while Hainan issued the Action Plan for Millions of Talents Entering Hainan in mid-May.

　　— — Feature 3: The price increase in some cities is obvious.

　　Relaxing the talent settlement policy has brought about an increase in the property market in some places to varying degrees.

　　According to the housing price data of 70 cities released by the National Bureau of Statistics, among the 12 cities interviewed, except Foshan, the prices of new houses in the other 11 cities rose in March and April without exception.

　　Among them, in March, the price of new houses in Haikou ranked first in 70 cities, accounting for 2.1%, and Changchun (1%) ranked third. In April, the prices of new houses in seven cities including Xi ‘an, Haikou, Sanya, Harbin, Dalian, Guiyang and Taiyuan all increased by more than 1% month-on-month.

　　Foshan is not among the 70 cities. According to the data of official website of Foshan Housing and Urban-Rural Development Administration, the average price of new houses in Foshan increased slightly in March, and decreased in April.

　　What’s the difference between this interview and before?

　　It is worth noting that not all the 12 cities interviewed are cities with a significant increase in house prices.

　　"This is related to the early warning system established by the Ministry of Housing and Urban-Rural Development, warning that house prices may rise in some places in the future." Zhang Dawei, chief analyst of Zhongyuan Real Estate, said that this interview was an early warning, which was different from the previous post-event management.

　　At the end of 2017, the Ministry of Housing and Urban-Rural Development proposed the establishment of "real estate statistics and market monitoring and early warning index system" and "strengthening the evaluation and accountability of local stable real estate market" mechanisms.

　　Zhang Dawei pointed out that the interviews in 12 cities are actually the landing of the above policies and represent the future warning — — Interview — — Accountability, real estate regulation and control has been upgraded from one city and one policy in the past to three steps.

　　Hu Jinghui also believes that this interview is related to the monitoring system of the Ministry of Housing and Urban-Rural Development. "If the market has experienced large fluctuations and investment speculation factors have obviously pushed up housing prices, then policies will be introduced, and there will be a lag." He said that it is more timely and effective to adjust policies and accountability according to price changes.

　　The Ministry of Housing and Urban-Rural Development reiterated twice in 10 days that real estate regulation is not relaxed.

　　Due to the recent overheating of the real estate market in some cities, speculation has risen. On May 19, the Ministry of Housing and Urban-Rural Development issued the "Notice on Further Improving the Regulation of the Real Estate Market", reiterating that the goal of real estate regulation and control is unshakable and the intensity is not relaxed.

　　It is worth mentioning that the release of the above-mentioned "Notice" is only 10 days from the Ministry of Housing and Urban-Rural Development’s interview with Chengdu and Taiyuan, emphasizing that the goal of real estate regulation and control will not be shaken and the intensity will not be relaxed.

　　The "Notice" clearly stated that it is necessary to establish a linkage mechanism between housing prices and land prices to prevent land prices from pushing up housing prices. In this regard, Yan Yuejin, research director of the think tank center of Yiju Research Institute, pointed out that this fully reflects the new ideas of current regulation, contributes to the stability of land prices and is an important part of the long-term development mechanism of real estate.

　　Yang Donglang believes that the so-called "stable real estate market" refers to the balance between supply and demand and stable prices in the real estate market. If the house price is too high, it can fluctuate slightly, but there should be no skyrocketing or plunging. In order to achieve the stability of the real estate market, in addition to administrative measures such as restricting purchases and sales, it is also necessary to adopt economic and legal means to jointly regulate and control. (End)

Revealing the Ten Black Technologies Behind the ＂Smart Watching＂ of Beijing Winter Olympics

Many events in Beijing Winter Olympics are in full swing. As the "Olympic Games on the Cloud" carried and operated by cloud computing for the first time in the history of the Olympic Games, "Technology Winter Olympics" is a highlight of this Beijing Winter Olympics. Dozens of core information systems, such as competition results, competition broadcast and information release, have been fully uploaded to the cloud, greatly improving the efficiency of operation and collaboration and reducing operating costs. In the live broadcast and broadcast of the event, many innovations such as 8K ultra-high definition, 8K VR free viewing angle, cloud broadcast technology, and the application of digital twin technology and holographic virtual image technology have made Beijing Winter Olympics unique in style and charm.

The "Science and Technology Winter Olympics" covers all aspects from venues and facilities to competitions, broadcasting and watching games. Among them, as a vital part, the wisdom of watching the game is closely related to the intuitive experience of the audience on countless "clouds". So, how to let the public approach the "Science and Technology Winter Olympics" personally?

Since the start of the Beijing Winter Olympics, China Mobile Mi Gu, as the official broadcaster of the 2022 Beijing Winter Olympics, has become the first choice for many spectators to watch the games with its full sense of science and technology. What groundbreaking technologies are behind its bright performance?

First, 8K ultra HD live broadcast reshapes the sensory experience of watching the game

The opening ceremony of the Winter Olympics "Every second is Chinese romance" is amazing all over the world, and the concept innovation and scientific and technological strength are perfectly integrated. To the surprise of the audience in front of the screen, this Winter Olympics is also the first Olympic Games in the world to use 8K technology for live broadcast of the opening ceremony and coverage of key events. On the night of the opening ceremony, at the 8K broadcast points of the opening ceremony of the Winter Olympics, such as China Mobile Business Hall and Migu Coffee Shop in Beijing, Shanghai, Chengdu, Nanjing, Xiamen and other places, many viewers directly hit the beautiful opening ceremony of the day through 8K ultra-high-definition live broadcast for the first time, and the first experience of "watching the Winter Olympics in 8K ultra-high-definition live broadcast" made countless audiences feel refreshed.

The family sat around watching the live TV broadcast of Winter Olympics, which became a rare Chinese New Year experience in this special ice and snow Spring Festival. In order to make more viewers feel the immersive live TV watching experience, Beijing Mobile IPTV has opened citizens to apply for the trial of 8K IPTV test products, which is the first broadband TV broadcast project in China that supports 8K, and will provide unprecedented ultra-HD live broadcast service for more viewers.

Second, HDR Vivid technology makes what you see come true

In order to truly present the 2022 Winter Olympic Games in front of the audience, under the overall layout of China Mobile, Migu Company applied HDR Vivid technology, one of the key achievements of ultra-high definition video technology innovation, to the live broadcast of the Beijing Winter Olympics. As an independent video technology standard with high dynamic range published in China, HDR Vivid has great advantages in bit depth, color gamut, maximum brightness, dynamic metadata and its adjustment, intelligent mapping and other technical parameters compared with traditional SDR.

By optimizing the video decoder, Migu Company explored a solution of HDR Vivid soft rendering for mobile terminals by using CPU multi-thread cooperation, video stream decoding and HDR Vivid key metadata extraction at the same time, which expanded the application scope of HDR Vivid standard, and optimized the rendering for ice and snow moving pictures, making the highlighted ice and snow pictures richer in layers, more delicate in picture texture, more prominent in athletes’ subjects and more realistic in visual effect.

Third, the AR studio is on the verge of ice and snow

On the evening of February 5th, the China short track speed skating mixed relay team won the first gold medal of the China delegation in this Winter Olympics, and the whole network was boiling. In the Migu Studio of China Mobile, Wang Meng, the champion of the Winter Olympics, partnered with Huang Jianxiang to perform the first show of "Professional and Humorous Qi Fei", which received 12 hot searches. "My eyes are rulers!" Waiting for the domineering golden sentence is the whole network to brush the screen, which has caused heated discussion. The Mi Gu Studio where they explained also contained Gan Kun, which was full of sense of science and technology and futurity.

In the Mi Gu Studio blessed by AR virtual technology, the scene can be changed at any time according to the live content, making people feel like they are always in the ice and snow field. The virtual VIZRT technology and the tactical analysis system will further enrich the dimension and depth of the event commentary and increase the visibility and professionalism of the live broadcast.

Four, MSC digital homo sapiens Gu Ailing "twin sisters" walked into the studio.

In the Winter Olympics, Gu Ailing won the gold medal in freestyle skiing women’s platform, which achieved a historic breakthrough for China athletes in this event. Outside the stadium, Meet GU, Gu Ailing’s "twin sister", an ultra-realistic intellectual, joined the China Mobile Migu Winter Olympics Guest Day Group, and before Gu Ailing’s competition, she appeared in the Migu Winter Olympics Studio to interact with the host and cheer for Gu Ailing. It is reported that this is also the first grand event in the history of live broadcast of the global Olympic Games in which several wise people appeared as guests.

Five, multi-channel explanation, multi-screen watching thousands of people watching the game.

On the first opening day, the # Curling Competition was discussed so loudly # The topic rushed to the hot search, and the original sound perspective of the Mi Gu video scene, which was loved by users, was immediately renamed as "How loud is it?" Poke here ",fun to respond to the interaction of netizens. This wave of "god-level operation" that has come and gone has also made many netizens shout that Mi Gu video is too fun.

In fact, the live acoustic perspective is just one of the many explanatory perspectives of Mi Gu video. During the Winter Olympics, in order to meet the audience’s different needs of watching the games, Migu video was launched with multiple commentary perspectives, including the commentary of Olympic champion, dialect, live soundtrack, CCTV, 5G bird’s-eye view of the Winter Olympics and other perspectives. With the multi-screen simultaneous viewing function of Migu video, you can watch multiple perspectives at the same time, and one screen can meet various needs, avoiding the trouble of switching back and forth, and don’t miss every wonderful moment.

VI. Real-time analysis of professional perspective of AI tactical analysis

For many spectators and ice fans, professional analysis when watching the game live is just needed. Recently, the perspective of "AI Tactical Analysis" was put into use in curling events, and the curve of curling movement during the competition was presented more intuitively in the form of live broadcast and analysis and explanation, which made many senior sports fans enjoy themselves and gained a lot. The audience who watched the curling competition for the first time praised: "I finally understand what the curling competition is about."

Seven, intelligent subtitles "for you who can’t hear"

This time, the "Intelligent Subtitle" function launched in the Mi Gu Video Winter Olympic Games has a warm name — — "For you who can’t hear" is called one of the warmest functions of watching the Winter Olympics by netizens. Intelligent subtitles rely on speech recognition technology, combined with neural network algorithm, and apply the natural semantic ability of real-time error correction of sports vertical scenes to realize the innovative large-scale commercialization of real-time bilingual subtitles of ultra-high-definition live broadcast of large-scale international events for the first time in China, which meets the needs of users in many countries and regions to watch live broadcasts and makes the commentary "audible" more "visible".

The intelligent subtitle function will cover hundreds of events such as figure skating, short track speed skating, snowboarding, freestyle skiing, etc., and comprehensively improve the effect of live subtitle transcription for various sub-competition scenes, providing warm-hearted companionship for users watching the game on the cloud.

Eight, AVS3 codec standard "immersion" to enjoy each frame.

During the Winter Olympics, China Mobile Mi Gu also joined hands with Peking University and Shanghai Jiaotong University to apply the AVS3 coding and decoding standard to the live broadcast of Mi Gu video games. This is also the first application and landing of the AVS3 standard in the live broadcast scene of the mobile terminal, which breaks the limitation of the mobile terminal chip on the domestic AVS3 coding and decoding standard, and is of great significance to China’s ultra-high definition video industry.

Compared with the international video coding standard HEVC, the coding performance of AVS3 is improved by nearly 30%, and the soft decoding ability of the terminal is improved from the original 25fps to 50fps. The figure of the ice and snow athletes flying from far to near is clearly visible in every frame, as if it were just around the corner.

Nine, 360-degree ring beat technology "bullet time" stays in the highlight

On February 6th, in the men’s snowboarding slope obstacle skill qualification competition, Su Yiming, a teenager from China after 00, made a perfect jump and advanced strongly with the first place in the qualification competition. In this competition, Mi Gu used the 360-degree loop shooting technology to reproduce Su Yiming’s high-quality 1620 movements in 360 degrees with the cool "bullet time" special effects, and permanently fixed this highlight moment.

This time, the 360-degree loop shooting technology used by Mi Gu overcomes the difficulties of traditional technology in fixing the venue and deploying equipment in advance, and innovatively introduces "smart-doing" technologies such as content analysis, person identification and tracking, 3D digital reconstruction, editing and synthesis rendering, which once again leads a big step in improving the viewing experience of the Winter Olympics.

X. 5G Cloud XR creates a three-dimensional viewing space combining reality and reality.

In addition, relying on the 5G cloud XR, Mi Gu will use the Inside-Out positioning technology, multi-instance playback technology and multi-channel independent video simultaneous playback function to realize the three-dimensional viewing experience through Nreal AR glasses and create a six-degree free-space event experience scene.

This is also the first time that 5G+XR technology has been applied to the Winter Olympics. In the three-dimensional live broadcast space of multi-games, which combines reality and reality, it also supports eight virtual screens such as live broadcast of three games, game results, medal list, schedule, related recommendations and hot-selling goods. Users can switch games at will by dragging the virtual screen. The screen can also be scaled and adjusted far and near, and flexible ray control is adopted, which effectively reduces the discomfort and dizziness caused by traditional rigid dragging, and realizes a new breakthrough in XR terminal and scene.

Beijing Winter Olympics is not only a sports event, but also a concentrated application of many scientific and technological achievements and technological innovations. As the distinctive background of this Winter Olympics, "scientific and technological innovation" will be engraved in Olympic history as a pioneer. China Mobile Migu will continue to devote itself to the "smart watching" experience of the Winter Olympics and other large-scale events, and help the "Winter Olympics in Science and Technology" to the public with more technical capabilities, and promote the inheritance and development of the concept of Winter Olympics in Science and Technology.

Xiaomi released the open plan of IoT eco-partners, creating a number of meters to share product safety practices.

On November 16th, 2023 Xiaomi IoT Eco-Partner Conference was held in Beijing. At this conference, Xiaomi officially announced the comprehensive opening plan for IoT eco-partners. Through Vela’s open source and the release of Xiaomi’s technology brands, we will help smart eco-partners, whole-house industry practitioners and individual developers to quickly join Xiaomi’s IoT ecosystem. This is a concrete landing of Xiaomi’s brand-new strategy of "people, cars and homes are all ecological".


The world’s largest, Xiaomi IoT platform leads the trend of smart life.


Up to now, Xiaomi has become the world’s largest consumer-grade IoT platform, with 655 million connected devices. At the same time, Xiaomi IoT is still the most comprehensive ecosystem, with 200+ smart home appliances, covering more than 95% of life scenes, and more than 13 million users with 5 or more Xiaomi IoT devices. Xiaomi is providing users around the world with the ultimate intelligent life experience and continuously promoting the popularization of intelligence.


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All-round opening, Xiaomi joins hands with partners to build "the whole ecology of people, cars and homes"


Faced with the trillion-dollar market like IoT, which has a compound annual growth rate of 13%, China enterprises still have many challenges: one is the high cost of single product intelligence from 0 to 1, and the other is that the gap from 1 to N is difficult to cross. The Xiaomi IoT Eco-Partner Open Plan is dedicated to helping manufacturers solve these challenges. By connecting multiple devices with the Xiaomi IoT platform, collaboration and linkage can be easily realized.


At present, the platform has closely connected more than 9,000 partners, covering more than 200 categories, with nearly 83 million monthly active users. Xiaomi will also open ten categories of smart devices, and the open cooperation field will cover more than 95% of smart devices, and at the same time promote the standardization of intelligent interconnection of PLC in the whole house, providing users with more complete intelligent life experiences such as front-loading and rear-loading.


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Minimum threshold, technology+case all-round assistance to ecological partners


At this conference, Xiaomi also provided the latest low-threshold intelligent solution, that is, the end-to-end intelligent solution with the lowest threshold, the most complete model, the highest efficiency and the most competitive, to help ecological partners quickly start the intelligent ecology. At the same time, the conference also set up five offline closed-door sub-forums to introduce the new capabilities and technologies of the IoT platform in detail, and IoT security construction is also one of the key topics.


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Chuangmi Digital Alliance has always been an important participant in Xiaomi’s IoT security construction, and together with Xiaomi, it has established an information security protection system for home network cameras. As an outstanding practice representative in the field of safety and compliance, Chuangmi Digital Alliance also shared the experience and achievements of guarding product safety from standards and processes to the implementation of specific projects in the forum, providing reference examples for more eco-partners accessing Xiaomi IoT in the future.


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As a weather vane in the field of IoT, a series of platforms, products and the concept of open innovation released by the Xiaomi IoT Ecology Conference have provided strong support for partners to quickly access the smart ecology. Lu Weibing, president of Xiaomi Group, said: Xiaomi 澎湃 OS has made an interconnected public base for the future 10 billion connections, and will work together with partners to build the world’s largest ecosystem of people and cars. Chuangmi Digital Alliance will continue to participate in it and build a new era of intelligence together with software and hardware developers around the world.

New drama controversy, online celebrity label, cross-border transformation … Liu Yuning responded


Special feature of 1905 film network Since the broadcast of "One Mind to Pass the Mountain", he has repeatedly "out of the circle" with his character Ning Yuanzhou, which has caused various discussions.


Before the press release, "Liu Yuning, I won’t resist this time" once again became a topic on the hot search. In this message sent to fans, he wrote: "I love Ning Yuanzhou too much" and "(this role) is something I will never have again in my life".



Such feelings and moods can also be clearly perceived in this conversation with Liu Yuning.


The day was the announcement day of "One Mind Close the Mountain". "When I came, I was thinking, how long have I been an actor? Although I have not been filming all the time, it has been five years. " He said with emotion, "The roles and the learning process make me feel that it is all worthwhile."


In the face of controversy and even "bad comments", Liu Yuning admitted that he was not invulnerable. However, from the initial entry against the prejudice of the outside world against "online celebrity" to the completion of the cross-border with a label, he never lost his "indomitable" momentum.


"Try to play every role well and do every job well. I still believe that sentence, and time will give you the answer."



01　Harvest ningyuanzhou

Liu Yuning, who has always dared to say and do, chose "not to resist" this time. Perhaps the reason is just as he said: "I love Ning Yuanzhou too much."


Before meeting this role, Liu Yuning had starred in many different types of characters, large and small, and Ning Yuanzhou seemed to be a staged "destination" for them to reach together at this moment.


Although he’s not as bad as some characters, and he’s not crazy, he’s in line with all Liu Yuning’s imaginations about the versatility of Jianghu chivalrous people.



On the day of the announcement of "One Mind off the Mountain", Liu Yuning specially recalled his career as an actor so far. In this "competitive" industry, he didn’t make too many plans for himself. In five years, he played many roles, large and small, and also studied and grew up with his predecessors and peers in the industry.


At first, Liu Yuning was under pressure when he received the invitation of "One Mind Close the Mountain". "In any job, I have to pass the customs first, because I have to be responsible for him." Facing Ning Yuanzhou, he finally felt that all the accumulation in the past seemed to be preparing for this role.



"I think I’m ready," Liu Yuning said with a smile. "Actually, I can’t say that completely, but this role is too rare. How many favorite roles can an actor meet in his life? I want to try hard, make up my mind and fight for everything. "

　

After "One Mind Close the Mountain" was broadcast, Liu Yuning not only gained affirmation, but also heard different comments from the outside world. He admits that he can’t be "completely indifferent", but he is willing to continue to prove himself with actions.


"I used to think that as long as I kept acting well, I believed that I would meet my favorite role one day." A Thought of Guanshan "made me feel that I had finally taken such a step on the road of being an actor," Liu Yuning said. "I was very, very happy that everyone could finally see my role."　


02　Go back to Liu Yuning.


Liu Yuning seems to have changed, but it has never changed, from its debut to its "popularity" and cross-border. For example, as a "living entertainment" in everyone’s eyes, he still maintains the habit of communicating with fans and netizens through live broadcast.


"It is not rare to be a’ living person’." Liu Yuning said half jokingly, "The live broadcast is a communication window between me and my fans, but I have something that others don’t, so I won’t lose it."



Not only communication, but also live broadcast has become the source of Liu Yuning’s "sense of security" to some extent. Although the work content has become more and more, he can still find the pleasure and satisfaction of "chatting" with fans at first.


"Many times you are playing a role, but when you are a fan, you think you can talk about Liu Yuning." For Liu Yuning, this space allows him to export and release some more personal emotions, and also gives himself a lot of energy. Although sometimes he even talks about "face pain", Liu Yuning still wants to talk to you.


"I think I will find a sense of identity in it. When I feel insecure, I will find here that someone still loves me and I can go on."



Keep walking. The source of this forward momentum is even earlier than entering the business. Since childhood, Liu Yuning has a dream of becoming a "star".


Apart from all kinds of labels and "prejudices" seen by the outside world, he has never wavered in his sense of belief that supports his progress.


Now, he has earned the audience’s affirmation of "Liu Yuning’s original voice lines" with repeated reading exercises for several years, and also proved "why not?"


Today, Liu Yuning, which has once again completed the cross-border, still has such indomitable spirit. "I dare not say what is the goal. Just play every role well and do every job well. I still believe that sentence, and time will give you the answer. "


Adjustment of medical insurance catalogue： optimizing the structure of medical insurance drugs ＂in and out＂

　　　　　　 CCTV News:Pay attention to the adjustment of medical insurance catalogue. Everyone goes to the hospital to see a doctor and prescribe drugs. Generally, doctors and patients will give priority to drugs listed in the medical insurance catalogue. Because only drugs that enter the medical insurance catalogue can be reimbursed by medical insurance. Therefore, which drugs are in the catalogue and which drugs are not in the catalogue are very important for patients, hospitals and pharmaceutical companies. Not long ago, the National Health Insurance Bureau and Ministry of Human Resources and Social Security officially published the latest version of the list of drugs in the routine access part of the national basic medical insurance, industrial injury insurance and maternity insurance. Compared with the old list, some drugs were included and some drugs were transferred out. Then, how is the list of drugs adjusted this time, and what changes will it bring to drug use?

　　　　　　 The adjustment of the national medical insurance drug list is the first comprehensive adjustment of the drug list after the establishment of the National Medical Insurance Bureau in 2018. After the adjustment, there are 2,643 drugs in the routine access part, including 1,322 western medicines and 1,321 Chinese patent medicines.

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　　　　　　 China established the medical security system for urban workers in 1998. In 2000, the first edition of the National Basic Medical Insurance Drug List was published. This adjustment this year is the fourth comprehensive adjustment for the list. Different from the previous adjustment of "more in and less out", this adjustment has significantly increased the intensity of transfer, and 150 varieties have been transferred.

　　　　　　 Xiong Xianjun, Director of Medical Service Management Department of National Health Insurance Bureau:Except that 71 of them are some medicines whose numbers have been revoked in National Medical Products Administration, 79 varieties, 53 western medicines and 26 Chinese patent medicines have been transferred.

　　　　　　 What principle is the adjustment based on when the medicines in the medical insurance catalogue are transferred out? What kind of drugs have been transferred?

　　　　　　 Fu Hongpeng, researcher of Health Development Research Center of National Health and Wellness Commission:There are mainly three kinds of drugs transferred out. One kind is that National Medical Products Administration has cancelled the approval number. The other kind is easy to be used irrationally, such as the auxiliary drugs monitored in clinic. The phenomenon of irrational use of these drugs in clinic is obvious, and it is transferred accordingly. There is another category, which has been replaced by new and better alternative drugs, mainly these three categories.

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　　　　　　 It is worth noting that the drugs transferred from this medical insurance catalogue adjustment include the drugs in the first batch of national key drug list for rational drug use released by National Health Commission. In the list of key monitoring drugs, most of them are adjuvant drugs.

　　　　　　 Professor Shi Luwen of Peking University College of Pharmacy:Indications are broad, or its clinical evidence is not so sufficient. It is easy to expand clinical use and cause unreasonable use.

　　　　　　 These drugs are used by many departments because of their wide indications. Although the dosage is huge, the clinical effect is not obvious. Such drugs occupy a lot of medical insurance funds.

　　　　　　 Xiong Xianjun, Director of Medical Service Management Department of National Health Insurance Bureau:The key drugs monitored by the Health and Health Commission were originally listed in the 2017 edition of the National Drug List. Experts suggested that they be transferred out, so many of these drugs are varieties with sales exceeding 100 million yuan.

　　　　　　 A large amount of medical insurance funds are used to pay for some drugs with low clinical treatment value. This problem is a hot spot of social concern and a pain point that needs to be solved urgently. This catalogue adjustment has identified this pain point.

　　　　　　 The structure of drugs in the medical insurance catalogue has changed greatly through the transfer of drugs and drugs, thus adjusting the use structure of medical insurance funds. In and out, optimize the structure.

　　　　　　 Xiong Xianjun, Director of Medical Service Management Department of National Health Insurance Bureau:After the transfer, the medical insurance fund and the people will pay less. This will save some funds for the protection of new drugs, or for the purpose of changing birds in cages.

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　　　　　　 If you spend less money on unnecessary drugs, you will have more money to spend on truly effective drugs. In this adjustment, the newly added drugs cover the national essential drugs, drugs for the treatment of major diseases such as cancer and rare diseases, drugs for chronic diseases and drugs for children, among which 5 drugs for the treatment of major diseases, 36 drugs for chronic diseases such as diabetes and 38 drugs for children were added through routine access.

　　　　　　 Jiang Ling, Chief Pharmacist of the First Affiliated Hospital of University of Science and Technology of China:For example, chronic diseases, such as diabetes and hypertension, have been transferred to many compound preparations produced and marketed in recent years, such as some compound preparations of type 2 diabetes, such as some schemes of metformin combination. From our professional point of view, compliance is better, because compliance is very important in the treatment of chronic diseases, and he should adhere to it for a long time. The curative effect will be better, and the blood sugar will be better maintained.　

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　　　　　　 On the one hand, increasing dosage forms makes the treatment effect better, and at the same time, some innovative new drugs are included in the regular access catalogue of this medical insurance catalogue. This time, a total of 148 varieties were added to the routine access part of the drug list adjustment, including 47 western medicines and 101 Chinese patent medicines. No matter whether it is transferred in or out, what principle is this adjustment based on?

　　　　　　 Xiong Xianjun, Director of Medical Service Management Department of National Health Insurance Bureau:The first standard is clinical necessity, and the second is drugs with better pharmacoeconomic evaluation, which are actually these two standards. The first goal is to meet the basic needs of the insured for clinical medication, and the second point is that the medical insurance fund and the insured spend less money to buy better drugs and improve the efficiency of the use of funds.

Secret： Why did Hong Kong directors become mainland costume drama makers？

Hua Qiangu, Chu Qiao Biography, Sansheng Sanshi and Xiangmi are all from the hands of "North" filmmakers, and the Beijing News interviewed the practitioners to reveal the reasons.

Why did Hong Kong directors become mainland costume drama makers?

After the Millennium, costume dramas have exploded, and diversified types such as martial arts, fantasy and Xianxia have attracted young audiences from generation to generation. Looking at the explosive costume dramas in the past two decades, we can easily find that most of them are directed by Hong Kong directors. From Legend of the Sword and the Chivalrous Man, Hua Qiangu, Biography of Chu Qiao to to the sky kingdom … Hong Kong directors inherited the production experience of Hong Kong costume dramas, and opened a new era of mainland costume dramas with their unconstrained imagination, real and freehand brushwork, and delicate and touching emotional shaping. Why do Hong Kong directors become the guarantee of costume drama? What are their advantages in shooting? The Beijing News reporter interviewed six Hong Kong TV directors to reveal their experience in filming costume dramas.

Hong Kong directors open the costume drama market

In 2005, Li Guoli, a Hong Kong director, was the producer. The costume drama The Legend of the Sword and the Chivalrous Man, directed by Wu Jinyuan, Liang Shengquan, Guanzhi Mai and others in Hong Kong, caused a sensation in the mainland and became the memories of youth of a generation of young people. Four years later, also produced by Li Guoli, The Legend of the Sword and the Chivalrous Man 3, directed by Hong Kong directors Liang Shengquan, Lin Yufen and Huang Junwen, reappeared, and Douban was rated by nearly 300,000 people, and became popular with actors such as Yang Mi, Tang Yan and Liu Shishi overnight. The success of the "Fairy Sword" series led by Hong Kong directors officially opened the prelude to the mainland costume fantasy and fairy drama.

Statistics can also prove the importance of Hong Kong directors in mainland costume themes. Throughout recent years, most of the costume works that have scored more than 8 points in Douban or rated more than 200,000 people are created by Hong Kong directors. Among them, Li Guoli, as the production director of film and television in the Tang Dynasty, has produced many landmark costume dramas, such as Legend of the Sword and the Chivalrous Man, treading on thin ice, Strange Man and a Plum. Lin Yufen has shot Hua Qiangu, to the sky kingdom and Chenxi Yuan successively, which established her label as "the trump card female directors" in the fantasy market of ancient costume. Zhu Ruibin won the recognition of many young audiences with "Sweet Honey as Heavy as Frost" and "Long Songs"; Chung Shu Kai set off a craze for costume idol dramas because of Warrior Lanling and Choosing Heaven. Guoguan Liang and Ma Huagan are tacit "old partners", and they have successively cooperated with such hit works as Lingyu, The Battle of Shushan and New bride with white hair. Jin Yong’s "Legend of the Condor Heroes" and "Eternal Dragon Slayer" have been remake again, and Jiang Jiajun, an experienced Hong Kong director, has also been chosen to work … If we say that the Hong Kong director’s "going north" in the early years has made the mainland’s booming costume fantasy and martial arts market; Nowadays, the popularity of costume dramas has also made Hong Kong directors synonymous with explosive dramas in the Mainland, and they have more room for development.

Avoid the shortcomings of cultural differences, and the behind-the-scenes teams such as Wuzhi are neat.

Why can Hong Kong directors achieve mainland costume dramas? "Give full play to advantages" is the most important reason.

In 1999, under the recommendation of people in the industry, Guoguan Liang came from Hong Kong to the mainland with a bigger market. Previously, Hong Kong audiences had few channels to see mainland film and television dramas. "Later, with this idea of going north, I saw some (mainland works). The whole production concept, from theme to performance mode, is quite different from Hong Kong. "

Hong Kong TV plays follow the factory-style production mode, with fast pace and high degree of commercialization. A play can be completed in a few months by alternately shooting the shed scene and the location. At that time, the shooting speed in the mainland was relatively slow, there were fewer commercial elements, the plot paid more attention to realism, and there were more live scenes.

With a little knowledge, the first TV series that Guoguan Liang chose after "going north" was the costume comedy Legend of Jigong. "Because my Mandarin is not good, I even have problems listening, and I have never lived in the mainland. In the mainland, the lines in the north and the south are different. How can I shoot modern dramas in the mainland? " In Guoguan Liang’s view, costume drama has relatively no strict reference standards, and Hong Kong and the mainland are in the same strain in traditional culture, so costume drama can well avoid the shortcomings of cultural differences of Hong Kong directors. "Come to the mainland or shoot what I am good at. The market is so big, I should be competitive. " Guoguan Liang thinks so.

Different from Guoguan Liang, when Zhu Ruibin came to the mainland to film, the first thing he came into contact with was the time drama and fashion drama. It was not until nearly ten years ago that he gradually turned to the works of ancient costumes, and directed such works as Qing Yun Zhi, Sweet Honey as Heavy as Frost, Long Songs, Meeting with Jun Chu and so on. However, even though he has rich experience in fashion drama, he has been in the mainland for more than 20 years, and Zhu Ruibin is still afraid to shoot history and other subjects. "Because I don’t think I can control it, I don’t have such a deep cultural background to understand. There will be some ancient poems and prose in the dialogue. When I don’t quite understand it, I dare not do it myself. On the contrary, costume fantasy, idols and youth, although they also have historical backgrounds, are more about feelings than history. So I can use more imaginative ideas to integrate. "

Chung Shu Kai also shot many costume dramas and fashion dramas, and his chronological drama "A Beautiful Scene Knowing Geometry" was also very popular. In his view, Hong Kong directors should have no problem with urban fashion sense, but life dramas still need to really live in the mainland environment to feel the real life atmosphere. On the contrary, themes such as ancient costumes and the Republic of China are relatively less difficult.

The producers of costume dramas value Hong Kong directors not only because of their personal abilities, but also because it is more convenient for them to cooperate with the Hong Kong team. It is reported that many mainland costume dramas are now using teams with "Hong Kong drama genes", especially martial arts instruction, photography and lighting. In 2017, the martial arts instructor of The Legend of the Condor Heroes studied at TVB. "Now many martial arts instructors are Hong Kong people, or have worked in Hong Kong, or served as deputies under the martial arts instructors in Hong Kong. They are unique in the mainland and have their own shooting style, but their techniques are still in line with Hong Kong action design. " Jiang Jiajun observed. In 2022, the main line-up of Qi Qiyi’s suspense drama "Hidden Mother" for women in costume also showed a strong alliance between Hong Kong and mainland film and television teams. "Photography and lighting are all from Hong Kong, hoping to facilitate communication and meet the requirements of the script more directly and quickly." Qi Qiyi said.

Shooting "Martial Arts" is very thoughtful, giving consideration to both action and artistic expression.

Just as Hong Kong directors are unfamiliar with the mainland market, the mainland knows little about the resumes of Hong Kong directors.

Liang Guoguan once participated in filming Bao Qingtian, I have a date with a zombie and many other works in Hong Kong, but his initial position in the mainland was more limited to "Hong Kong director"-he must be good at filming costume dramas and martial arts dramas. When he was appointed as the director of Group B of the costume martial arts drama Xiao Eleven Lang, Guoguan Liang not only needed to shoot a lot of scenes with drama, but also was asked to be a part-time "martial arts director". "I only left a few martial arts, so let me tell them how to fight, and then I will shoot. There is really no way, so I will bite the bullet and shoot. " Guoguan Liang said with a smile.

Since the 1980s, "Martial Arts in Ancient Costume" has become synonymous with Hong Kong drama in the hearts of mainland audiences. Huo Yuanjia was the first Hong Kong drama to be introduced to the mainland, and then works such as Dragon Eight, The Condor Heroes and The Dragon Slayer by Eternal Adversity continued to be popular in the mainland. Strangeness and groping for each other make it logical for a large number of Hong Kong directors to enter the mainland costume market.

In Jiang Jiajun’s view, the rich and systematic experience of costume drama has given Hong Kong directors a strong sense of faith in the subject. "Costume films are about rivers and lakes, a martial arts or fantasy world. The director must have a strong belief and believe in the existence of this world, so you dare to use your imagination to realize it. It is quite convenient for Hong Kong directors to shoot this aspect from the beginning of their career. "

Take the action scenes that need imagination most in ancient costumes as an example. Hong Kong directors have their own way of shooting. "We will refer to the movements of some animals, including the acrobatic troupe, to study some scenes such as flying in the play." Jiang Jiajun said that when he filmed The Legend of the Condor Heroes, he set the principle of "using less special effects, really shooting and shooting" for martial arts design, and made every effort to truly show the righteousness of chivalry with actions. For example, in the past dramas, "Eighteen Palm of Dragon" was mostly "painted" into a dragon with light-sensitive special effects. However, Jiang Jiajun asked martial arts instructors to use some tangible objects on the scene to assist in the presentation of skills. For example, leaves can be used to form a dragon in the Woods, which truly reflects the internal strength described in Jin Yong’s novels. In the play, Qiu Chuji and Yang Tiexin fought against each other’s guns and swords, hitting from the shed to the outside, and successively using stools, cups of water and snow to compete for internal strength. Jiang Jiajun once revealed in an interview with the media that the actions in this play are also derived from the real play of swords and guns, with some ethereal lightness skill and clever weapon use in the middle. In Jiang Jiajun’s view, when designing actions, you can’t just "hit", but let the audience see something more fresh than they can imagine.

Huagan Ma is used to leading some martial arts styles. In a costume martial arts drama he shot, there are ten different characters called "Ten Evil Ghosts". According to the characteristics of each character, Huagan Ma designed a completely different style of play for them. For example, "chihuo", Huagan Ma made him step on a steel wire, which seemed to float in the air, and used the invisible steel wire as his weapon, reflecting his "killing" intangible characteristics. The hero in the play is a handsome boy, but his actual mind is deep, so Huagan Ma discussed with the martial arts instructor that his tricks must look cruel, violent and explosive.

"Martial arts drama action play, the other party punched me, the protagonist is not blocked by light, and after the block, I have to throw the other party off with a beautiful figure. For example, if one or two chopsticks fly over, they can fly into the chopsticks tube … "Huagan Ma said that the action of costume drama should not only be beautiful, but also have ideas; There is artistic conception after the action, which expresses the spirit and integrity of martial arts. This is also the advantage that Hong Kong directors have in understanding the meaning of costume martial arts.

Ingenious combination of unconstrained thinking and tradition

There is a big wedding scene between Haodu (Liu Yuning) and Li Leyan (Zhao Lusi) in the TV series Long Songs. One is a princess and the other is a minister. How should the wedding of these two people be held? Zhu Ruibin was very upset about it. He asked etiquette, history and other consultants about the ancient wedding culture, how men and women should walk in, what they need to cross, how to worship the bride and so on.

In Zhu Ruibin’s view, the advantage of Hong Kong directors is their imaginative and creative thinking, which can bring more diversified and creative treatment to the lens language and picture expression of costume dramas. But it also stems from the lack of traditional culture of Hong Kong directors. "When we were young, we didn’t have a chance to understand the history of China too deeply. It was all superficial. We all listen to ancient stories, and then imagine them in our own way according to what we hear and tell them. Just like The Journey to the West, which was shot in Hong Kong before. "

Therefore, when filming costume dramas in the Mainland, Zhu Ruibin often requires himself to "grasp both hands", with the help of the mainland team’s professional control of traditional culture, combined with the imagination and lens language of Hong Kong directors. In the end, in this five-minute wedding drama, every etiquette detail was exquisitely displayed, from dressing and dressing to walking and visiting the church. The red yarn faintly visible in front of the camera and the interlaced lens show the romance and obscurity of the wedding. "I will try to put the new lens feeling into the traditional expression."

Written/Beijing News reporter Z Ryan

Consumption trend in 2024： Emotional value guides young consumption.

Image source @ vision china

Text | Value Planet, Author | Tang Fei, Editor | Liu Jingfeng

After the end of the Spring Festival holiday, the consumer market has reached a new peak after enjoying the 8-day holiday.

According to the data of the National Bureau of Statistics, China’s GDP will increase by 5.2% in 2023, reaching the expected target range. At the same time, prices are generally stable, and the annual CPI rose by 0.2%.

Many economic performances related to people’s livelihood are also very eye-catching, such as the "concert economy" that ran through the whole year last year, the tourism economy driven by the explosion of "Erbin" at the end of the year, and the increase in automobile sales brought about by the upsurge of new energy vehicles.

Judging from the end of January, China’s economic recovery is improving, residents’ income is growing steadily, domestic total demand is also expanding, and the price recovery of goods and services is based and conditional. Around the Spring Festival, the demand for food consumption is also increasing, and the consumption of services such as eating out, visiting relatives and friends, and traveling is more active, which will boost the seasonal rebound of CPI.

As the first small holiday in 2024, many consumers have walked into cinemas and shopping malls, and some consumers have chosen to embark on a journey to seek a completely different experience. What are the new preferences of consumers in 2024, and what new consumption trends can be found from it?

In 2023, young people will pay more attention to cost performance and pursue quality rather than brand.

The institutional survey found that consumers become more rational and calm, and most consumers will think more carefully before shopping, search and compare through multiple platforms, read comments and ratings in detail, and fully conduct surveys and comparisons to pursue certainty of consumption and seek a sense of security in life.

Under the consumption trend of prudence and shrewdness, products with "extreme parity" and "high quality parity" will always be favored by consumers.

"High-quality replacement" products will also usher in opportunities, and can be used as a basis to complete the continuous improvement of the brand.

The trend of retail business returning to the essence of "good quality and low price" is irreversible, and price is the last word and the key to determine the flow of consumption.

In 2024, consumers in China will become more rational, especially the rationalization of middle-class consumers will have a decisive impact on the consumption of the whole society, especially urban consumption.

Hot events in 2023 are rich and varied, such as dopamine wearing, Maillard wearing, electronic wooden fish, City walk, hot concerts, crazy literature in the workplace and so on. Although these events have different forms of expression, they are all centered around the core theme of "emotion".

The 2023 Youth Consumption Survey shows that nearly half of young people are willing to spend for emotional value, and people have changed from simple "purchase-use" to active participation and immersion.

The survey shows that 64% of consumers pay more attention to spiritual consumption, and young consumers pay more attention to spiritual consumption. From the three dimensions of emotional concentration, cultural nourishment and self-enrichment, consumers begin to create a spiritual world for themselves. For example, if a product wants to bring pleasure to consumers, it is very important to have emotional incentives, new experiences, face value and culture in addition to the easy use of product functions.

Mintel even pointed out in the report that one of the five major trends that will affect the global consumer market from 2023 to the next five years is "relaxing life". This kind of "relaxation" is reflected in consumers’ desire to get rid of burnout, devote themselves to what is really important to them and establish a quality life experience. In other words, I am willing to pay for my "emotions".

It can be predicted that in 2024, consumers should not only be "accommodating for those who please themselves", but also "accommodating for those who please their hearts", and more forms of emotional consumption will emerge.

In 2024, luxury brands set off a new round of "price increase tide".

On January 1st, Hermes completed the price increase of the whole product line, among which Mini Kelly generation rose by 10,000 yuan to 56,500 yuan, an increase of 21.5%, and Birkin30 handbag rose from 92,750 yuan to 105,000 yuan. Rolex, a Swiss watch brand, also made a global unified price adjustment after New Year’s Day. The average increase of popular pens was 2%-5%, and the increase of gold watches was between 6% and 8%. Tudor Watch, another brand of Rolex, also increased its price in the same period, with an average increase of about 3%.

China consumers have a decisive influence in the world luxury consumption map, which has long been the consensus of major luxury brands.

In 2024, China and the Asia-Pacific market will remain the heavy areas for luxury goods sales, but the competition for this cake will also become fierce, and the market differentiation will intensify. The differentiation of luxury consumption also lies in the fact that more and more luxury "positioning" brands are beginning to face operational risks brought by market fundamentals.

On the other hand, some brands defined by consumers as "luxury" have gradually become "Ole-oriented" in their products and pricing, and discount promotion is simply "commonplace", and cost performance has become the key to their market share. According to the 2023 Fashion List released by fashion search platform Lyst, the "hottest handbag of the year" was won by Uniqlo’s "jiaozi bag", and the price in 99 yuan made it the cheapest product in the history of Lyst list.

With the China high-speed wire market entering the fourth consumption era, "things can be expensive, but not expensive" has become the guiding principle for consumers to shop.

"Big brand inflation" and "price reduction and quantity guarantee" will coexist for a long time, and the polarization of this consumer product will further reshape the market structure.

With the popularity of live broadcast, more and more consumer actions have shifted from comprehensive "platform e-commerce" to "live broadcast e-commerce".

On the other hand, live broadcast with goods began to subvert the traditional channel of commodity circulation, and anchor with goods gradually changed the basis for consumers to select goods from "brand trust" to "anchor trust", forming a brand-new commodity flow model.

The commodity flow of traditional commodities starts from factories, then to brands, then to stores, and finally to consumers. Consumers’ preferences for commodities are more or less due to their recognition and trust in brands. The rise of e-commerce has made stores move from offline entities to online virtual, but the essence is still to sell goods from brands to consumers through online or offline stores.

The change of this channel makes the value of the foundry that used to hide behind the brand begin to advance in the whole consumption chain. Through the promotion of the anchor, the products of the factory can directly gain the favor of consumers. Whether it is a registered brand or whether the brand is famous is no longer important. Based on this channel, the products of the foundry can also become a hot "explosion" in the market under the blessing of the anchor reputation, and because of reducing the intermediate links of brand intervention, the supply chain from the factory to the consumers is shorter and the market price is more competitive.

Therefore, live broadcast with goods gradually reshapes the supply chain and commercial circulation road, which in turn leads to far-reaching changes in the consumer industry.

As the intersection of urban and rural areas, county economy plays an important role in economic development.

With the recovery of consumption scenes and the improvement of consumption conditions, the consumption potential of county residents in China has been released, and the consumption market of county life services is generally stable and rising.

2023 is the first year of the Three-year Action Plan for County Commerce (2023-2025). Nine ministries and commissions, including the Ministry of Commerce, proposed that by 2025, about 500 county-level commercial "leading counties" should be built nationwide. By constantly improving the infrastructure of county and township consumer markets, we can better meet the rural industrial revitalization and the production and living needs of rural residents.

The "Report on Consumption of County Life Services in 2023" issued by Meituan Research Institute holds that when the per capita GDP of the county develops to 60,000 yuan, it is suggested to give priority to meeting the consumption needs of consumers in beauty industry, leisure and entertainment, sports and fitness, ticket service and travel. When the per capita GDP of the county reaches 140,000 yuan, it is suggested to further develop sports and fitness, beauty industry, residents’ service and tourism.

Nowadays, drinking a cup of coffee in a chain coffee shop in the county town and then watching a big movie just released in the cinema have become the daily life of local people. The enterprises of major racetracks all take "sinking" as one of their strategies, which also shows the great potential of county economy from the side.

The county is carrying more and more rich consumption scenes and releasing greater consumption vitality.

Harbin giant snowman. Source: Weibo @ CCTV News

Since 2023, one of the most important keywords is "tourism", and going out to have a look has become a form for more consumers to relax.

However, unlike the traditional pursuit of magnificent nature and places of interest, today’s consumers prefer to explore the local "fireworks" and slow down to experience the humanistic customs of the city. At the same time, they are more willing to pay for the elements that can create a unique life experience, the city features rich in cultural heritage, and the current texture that reflects the essence of life.

In addition to being keen on cultural tourism, most consumers also like to avoid crowded tourist attractions, choose the tranquility and comfort of a city with few people, and feel the unknowns and surprises in life. At the same time, consumers are increasingly favoring the immersive in-depth experience tour with fireworks and feeling the "new pyrotechnicism" of the city.

After all, "the fireworks in the world are the most soothing to ordinary people’s hearts", which soothes our thoughts, makes us forget the troubles in life and makes us feel the warmth in the world.

In the first half of last year, netizens all over the country "went to Zi for a barbecue", and in the second half of the year, they directly arranged "feel at home". Zibo barbecue and Harbin ice and snow are not popular tourism projects in the traditional sense. However, under the trend of "fireworks narration", cities can form exclusive attraction with fireworks, make urban cultural tours content and themed, empower cultural tours with IP value, and create a brand-new experience.

Building city IP has also become an important means to compete for tourism market share. Last year, Dali, where "Going to a Windy Place" caught fire, Taipan Village, Taijiang County, and Shijiazhuang, where "Village BA" caught fire, etc., all seized network traffic and passenger flow, which directly boosted the prosperity of the local tourism market.

The Forecast and Prospect of China’s Economy in 2024 published by the Center for Predictive Science of China Academy of Sciences in January predicts that the nominal growth rate of China’s final consumption will be 4.2%-5.1% in 2024, which will continue to be the main driving force for economic growth.

The agency also predicts that China’s PPI will decline moderately and CPI will rise moderately in 2024. Under the benchmark scenario, CPI rose by about 0.7% for the whole year; The PPI is -0.6% for the whole year.

It is noteworthy that the post-80s, 90s and 00s, who are more inclined to post-material values, have occupied more than 55% of the population in China.

The main force of their consumption is no longer just to meet practical needs. For them, the "emotional value", "emotional link" and "self-identity" of goods are more important. Functionality, brand, price, personalization and additional emotional value are indispensable. And this change in consumption values will be the dividing line between whether commercial enterprises can create profits in the future.

In addition to young people, "silver hair consumption" has also undergone new changes. A few days ago, China’s first programmatic document supporting the development of the silver-haired economy, Opinions on Developing the Silver-haired Economy and Improving the Welfare of the Elderly, was issued, and 2024 will be the first year of the development of the silver-haired economy.

The consumption trend in China is close to the "fourth consumption era". In the new year, only by "following the trend" can consumer brands successfully break through.

References:

[1]2024 China Consumption Trend Report, Zhimeng Consulting.

[2]Ten Trends of Retail Consumption in China in 2024, Jones Lang LaSalle.

Reporting/feedback

[See you at 8： 00] The Shanghai Sixth Hospital responded to the strange incident of the window staff.

CCTV News:At 8 o’clock every day, CCTV will sort out the big and small things that happened around us within 24 hours.

The head of the Taiwan Affairs Office of the Central Committee made a speech to show a solemn position on Lai Qingde’s "transit" to the United States.

The eastern theater is located in the northern part of Taiwan Island and the southwest sea and airspace to carry out training in subjects such as joint seizure of air and sea control, submarine search and anti-submarine.

The Ministry of Finance and the Emergency Management Department have earmarked 1 billion yuan to focus on supporting the relief of people affected by floods.

Ministry of Industry and Information Technology: China ranks second in the world in terms of total computing power.

390 drugs passed the preliminary examination of the national medical insurance drug list in 2023.

National Center for Disease Control and Prevention: The established population immunity of XBB series mutants in Omicron still has immune protection effect on EG.5 mutant.

China will set up the Yellow River Estuary and Qianjiangyuan — Baishanzu, Karamay and other new national parks.

Dalian Releases Rainstorm red warning signal: The general public suspends outdoor work.

An earthquake of magnitude 4.2 occurred in the central area of Neijiang City, Sichuan Province, with a focal depth of 8 kilometers.

Kishida fumio will visit the Fukushima nuclear power plant, and the issue of discharging nuclear polluted water has entered the final stage.

Korean Central News Agency: The North Korean Air Force conducts alert flights against US military aircraft.

Ukraine disclosed the details of last year’s attack on the Crimea Bridge: the explosives were wrapped in packaging film.

Forest fires continued to spread, and British Columbia, Canada declared a state of emergency.

Dissatisfied with the high price of goods around pop bands, Han’s 11-year-old girl threatened to attack with a knife online.

British cold-blooded nurses were found guilty after murdering seven babies: killing by injecting air and other means.

Changzhou, Jiangsu Province will include anti-fraud in the category of courageous reward, with a maximum prize of 100,000 yuan.

The secondary page of a unit in Beijing shows the content of the gambling website, and the Beijing network police interview.

A fire in a residential building in Shanghai killed one person. Changning Fire Protection: arson is suspected.

Is the tiger in Guangzhou Zoo hungry to eat grass? Garden: Food has always been of good quality and quantity.

The man registered to ask for the second time and was puzzled by the hospital staff? Shanghai Sixth Hospital responded: It has been handled overnight.

A woman took a taxi for a long time without giving money and abused the driver many times! Xi ‘an police: The woman has been under criminal detention.

If consumers can feel at ease and understand consumption, and every expenditure is worth the money, they should not let the "packaging assassin" continue to exist, which is particularly worthy of attention in the context of boosting consumption.

— — The Paper’s comment on the phenomenon of "packaging assassin"

The 10th Shenyang Faku International Flight Conference and Shenyang International Aviation Industry Development Conference opened in Faku County, Shenyang, and many flight show teams gave wonderful flight performances.

On August 18th, Chengde, Hebei Province, in the evening, the Jinshanling Great Wall Scenic Area in Luanping County was picturesque with sunset.

Xiao Jiulin, 59, is a doctor at Yan ‘gang Village Health Center in Duanwu Township, Yudu County, Jiangxi Province. At the age of 3, he was physically disabled due to illness, and today he is only 90 cm tall. In the past 34 years, although it is inconvenient to walk, no matter whether it is windy or rainy, as long as the local people have medical needs, he will provide on-site service for the villagers at the first time. For more than 30 years, Xiao Jiulin has guarded the health of more than 2,000 people in the village. He said, "I hope I can win the respect of others through my own efforts and help patients get rid of their pain."

See you at 8 o’clock tomorrow!

Editor in charge: Qian Jingtong

Editor: Gao Shijia