标签： 武汉品茶论坛

◎ Author/Shandong Zhongyang Real Estate Development Group Co., Ltd. Wang Xihao; Copyright belongs to the author.

Expertise: apartment design and optimization, cost control optimization, film.

01order

At present, the real estate industry has entered the era of small profits. Real estate regulation and control policies such as "three red lines" and "centralized land reform" have deleveraged real estate and removed its financial attributes, resulting in increased costs, difficult financing, low fault tolerance rate and reduced profit rate to less than 6%.

By benchmarking Country Garden, Vanke and other head real estate companies, this paper makes a detailed and systematic data calculation, analysis and comparison and careful study from four aspects: cost control ideas, cost measurement indicators, specific measures and control conclusions. The specific research and application analysis are as follows:

02The purpose and thinking of cost control

First, the purpose and necessity of cost control:

Through the measures of increasing efficiency, reducing cost and marketing and packaging, the differentiated competition of products can be realized, so as to generate premium benefits, enhance the value and quality of products, further improve the core competitiveness of enterprises, and shape the recognition and brand image of enterprises.

Real estate benefit settlement is dynamic, lagging and long-term. Is a project profitable and how much is it? Only after the development and sales are completed will you know. Therefore, according to the existing project situation, learn the experience of cost control of other real estate to prevent the cost from being wasted or exceeding the standard.

Second, the idea of cost control:

Increase efficiency, reduce cost and enhance product value;

(1) Optimize and reduce structural and functional costs.

(2) Reduce invalid costs.

(3) Increase reasonable and effective costs in sensitive areas that customers pay attention to.

Third, the impact of cost control at each time stage on the overall cost:

1. The stage of land acquisition, planning and design planning affects 70% of the total cost, which belongs to prior control.

2. During the recruitment and construction stage, it affects 25% of the total cost, which belongs to the matter control.

3. The carry-over and settlement stage of completion data affects 5% of the total cost, which belongs to post-event control.

03Cost measurement index

A, the development of total cost index and proportion:

1. Land cost: According to the current 4 million/mu, the plot ratio is 2.0, and the floor cost is about 3090 yuan/m2 (4 million *1.03 (deed tax) /666.67/2), accounting for 40% of the total cost.

For every 1 million mu of land, the cost will increase by about 770 yuan/㎡.

2. Jian ‘an cost: 2,000 yuan/㎡ for high-rise buildings, accounting for 26% of the total cost.

3. Supporting fee: 400 yuan/㎡, accounting for 5% of the total cost.

4. Administrative expenses: 500 yuan/㎡, accounting for 6% of the total cost.

5. Land use tax: 9 yuan/m2 * 50 years /2.0=220 yuan/m2, accounting for 3% of the total cost.

6. Tax: the sales price (8,000 yuan temporarily) *11%=880 yuan/㎡, accounting for 12% of the total cost.

7. Marketing expenses: the sales price (temporarily 8,000 yuan) *2.5%=200 yuan/㎡, accounting for 3% of the total cost.

8. Financial expenses: (2-5, 6, 8) *10%=320 yuan/㎡, accounting for 4% of the total cost.

9. Unforeseen expenses: 100 yuan/㎡, accounting for 1% of the total cost.

10、The above total cost: about 7600 yuan/㎡. Among them, the cost of land and construction and installation accounts for 66%. If the land price is 3 million/mu, the total cost of development is 6,800 yuan/m2.

Second, the construction cost (1-5 controllable) cost index and proportion:

1. Reinforcement: The cost per square meter is about 300 yuan/㎡, accounting for 15% of the construction and installation cost.

2. Commercial concrete: the cost per square meter is about 280 yuan/㎡, accounting for 14% of the construction and installation cost.

3. Exterior wall decoration and thermal insulation: the cost per square meter is about 150 yuan/㎡, accounting for 8% of the construction and installation cost.

4. External window: The cost per square meter is about 100 yuan/㎡, accounting for 5% of the construction and installation cost.

5. Elevator: The cost per square meter is about 45 yuan/㎡, accounting for 2% of the construction and installation cost.

6. Measures cost (including scaffolding, tower crane, formwork, vertical transportation, etc.): The cost per square meter is about 300 yuan/㎡, accounting for 15% of the construction and installation cost.

7. Others: earthwork, fire protection, electricity, water supply and drainage, heating and ventilation, etc.

Third, the height and other cost indicators, the impact on the calculation of Jian ‘an cost

1, the height of the impact on the cost:

(1) For a 17F residential building, for every 0.1m increase in the storey height, the corresponding installation and installation cost will increase by about 2-3% (the steel content will increase by about 1kg/㎡; The concrete content is increased by about 0.01m3/㎡ m2, etc.).

(2) For every 0.1m increase in story height, the construction and installation cost will increase by about 30~50 yuan/㎡ (the higher the material price, the greater the impact).

2. Influence of steel content on cost：

(1), steel cost index:

(1) the average high-rise residential 17F steel content is about 40-58kg/㎡; The steel content of underground garage is about 120-160kg/㎡.

(2) if the purchase price of steel bars is 5000 yuan/ton, it will be about 6000 yuan/ton after charging.

③ The cost index of steel content per square meter of residence is 240-330 yuan/square meter (accounting for 12-17% of Jian ‘an cost).

④ The cost index of the steel content per square meter of the garage is 720-960 yuan/square meter (accounting for 28-37% of the garage construction and installation cost).

(2) Influence of steel content on Jian ‘an cost:

① When the steel content increases by 1kg per square meter, the construction and installation cost will increase by about 6 yuan/㎡ (the higher the steel bar price, the greater the cost will be).

(2) The purchase price of steel bars increases by 1000 yuan/ton, and the construction and installation cost increases by 50 yuan/㎡.

3, including commercial concrete:

(1), including commercial concrete quantity cost index:

(1) the general high-rise residential 17F concrete content is about 0.4-0.5 cubic meters/㎡, and the underground garage concrete content is about 1.5-2.0 cubic meters/㎡.

(2) If the supply price of commercial concrete is 500 yuan/Fang, it will be about 600 yuan/Fang after the fixed fee.

③ Cost index of concrete content per square meter of residence: 240-300 yuan/square meter (accounting for 12-15% of construction and installation cost).

④ The cost index of concrete content per square meter of the garage is: 900-1,200 yuan/square meter (accounting for 35-46% of the garage construction and installation cost).

(2) Influence of commercial concrete content on Jian ‘an cost:

(1) the content of commercial concrete increases by 0.01 cubic meters per square meter, and the construction and installation cost increases by about 6 yuan/㎡ (the higher the material price, the greater the impact on the increased cost). (2) The purchase price of commercial concrete increases by 100 yuan/㎡, and the construction and installation cost increases by 50 yuan/㎡.

4, window to ground ratio:

(1) For general 17F high-rise residential buildings, the window-to-floor ratio is about 0.16-0.31. Based on the calculation of 600 yuan/㎡ of aluminum alloy window with three glasses and two cavities, the floor cost index of external window is about 96-180 yuan/㎡ (accounting for 5-9% of Jian ‘an cost).

(2) For every 0.01 increase in the window-to-ground ratio, the construction and installation cost will increase by about 6 yuan/㎡.

5. Garage and soil covering

(1) For every 0.1m height increase in the underground garage, the reinforcement will be increased by 3-5kg/㎡ and the concrete will be increased by 0.02-0.03m3/㎡； ㎡; Jian ‘an costs about 30-50 yuan/m2.

(2) For every 0.1m increase in the covering soil on the garage roof, the steel content will increase by 1.5-2kg/㎡, and the concrete will increase by 0.015m/㎡ accordingly; Jian ‘an cost increases by about 18-20 yuan/㎡.

6, saleable ratio ()

(1) saleable area: including residential buildings (including bottom businesses) and other saleable areas.

(2) Non-saleable area: parking space, property room, basement, mezzanine, overhead floor, garbage room, police room, kindergarten, equipment room and other supporting areas and gift areas.

(3) Calculated value of head housing enterprises: For every 1% increase in the saleable ratio, the construction cost of Jian ‘an will be saved by about 50 yuan/㎡.

04

Specific measures of cost control

First, reduce invalid costs

1, the concept of invalid cost

Invalid cost is an unstructured and unnecessary cost that does not play an effective role in enhancing product value and promoting marketing, and cannot gain customer recognition and attention. Ineffective cost accounts for about 1-2% of Jian ‘an cost, and the cost per square meter affects 20-30 yuan/㎡.

2. Case measures to reduce invalid costs:

(1) Decorative treatment of air conditioning grille.

The enclosed area inside the air-conditioning grille is the customer’s non-sensitive area, and it is enclosed by the air-conditioning grille, and residents rarely enter it. The practice of real stone paint can be changed to ordinary paint (the current practice of Country Garden).

Taking the project under review as an example, the interior decoration of air-conditioning grille can save the cost: 800 square meters *40 yuan/m2 (price difference) = 32,000 yuan/building.

(2) The garage ceiling is not treated or painted.

The ceiling of the underground garage is a customer’s non-sensitive area, which can’t display well. Moreover, it is blocked by fire fighting, smoke exhaust pipes, bridges and other facilities. Secondly, latex paint or paint is easy to peel off when it is wet for a long time. If the cost of using mildew-proof coating is higher, the surface putty and coating are cancelled, or spray painting treatment is adopted, which will not affect its structural use function.

Take the current project under review as an example, the top of the garage is sprayed with latex paint of 15-18 yuan/㎡, and the area of the garage (including the beam side) is about 25,000 square meters. If it is not treated, the cost will be saved by about 375,000-450,000 yuan; If spray painting treatment is adopted, the cost will be saved by about 120,000-200,000 yuan/phase I garage.

Second, optimize and reduce structural and functional costs

With the soaring land price, the cost of land and construction and installation accounts for more than 66% of the total cost. The product positioning and design scheme in the early stage largely determines the direct profit and loss of the project. Optimize the product line, so that the positioning of the designed products can match the needs of customers. The highest goal is that customers take the initiative to buy products, rather than taking products to find customers.

1. Optimization and cost reduction measures in the planning and design stage (affecting the overall cost by more than 70%):

The main principles are: optimization, benchmarking, quota, adaptation and refinement.

(1) In the planning stage, the most profitable planning layout and product line (the products of high-rise buildings and villas have the highest profitability) are issued through the benefit comparison of various schemes.

(2) Optimize the building shape coefficient: The more complex the building shape, the more concavities and convexities, the larger the external area of the facade, the more complex the structure, and the higher the corresponding cost. Huxing design should be symmetrical and reduce too many concave and convex levels.

(3) Optimizing structural selection and shear wall layout: The structural layout with more short-leg shear walls has a higher impact on the cost.

(4) For the cost index limits such as steel content and commercial concrete content: design internal horizontal comparison, and externally benchmark the head real estate data such as Vanke and Country Garden (the steel content cost index of the same type of drawings in the market can be different to 5-10kg/m2).

(5) Optimize and reduce the window-to-wall ratio: reduce the window area in the north direction and increase the height of the window sill in the south direction (meet the vertical fire-proof spacing and avoid using fire-proof windows). Reducing the window-to-floor ratio is beneficial to energy saving and cost reduction. Door and window frame optimization (reducing the number of window frames).

(6) Reasonably control the type and proportion of the donated area (because the donated area is not saleable, but it is included in the construction and installation cost at the time of settlement), and try to avoid:

1, the proportion of the plane is too high.

2. Large-area nonfunctional overhead floor or negative equipment floor design.

3, a large area of internal transformation, especially a large area of empty patch.

4. Design the stolen area by transforming the facade.

5. Try to use equipment platforms, balconies, bay windows, etc. to give away the area, and control the proportion.

(7) Improve parking efficiency of underground garage: strictly control the pool area of underground parking spaces, and save 30 yuan/㎡ for every unit of parking efficiency.

(8) Increase the saleable ratio:

First, increase the saleable area on the ground and reduce the area of supporting houses and low-profit projects.

The second is to reduce the area of underground storage room and garage. For every 1% increase in the saleable ratio, the cost will be reduced by about 30 yuan/㎡.

(9) Elevation optimization:

(1) Reduce the complex shape of the facade: the building facade should not have too many levels and lines, which is difficult to construct and expensive. Secondly, there are too many lines (especially at the window sill). If too many polystyrene boards are used, it will become a hidden danger of water leakage in the outer window if it expands when heated and contracts when cooled for a long time.

(2) The shape of the roof should be simple: if the sloping roof is adopted, the slope of the sloping roof should be reduced, and the flower pattern and complex lines of the roof should be reduced. The cost sharing of roof modeling of multi-storey residential buildings is large.

(3) lines with a thickness of more than 150 should be poured with concrete, because the heavy rain invades and expands with heat and contracts with cold, which has the potential of falling off.

(9) Control the materials and use parts of the facade: strictly control the use of materials with high cost,

Non-sensitive and minor parts of the owner, such as the second floor above the facade, decorative lines, roof flower racks, equipment floors, etc., shall be made of lower specifications.

(10) garage optimization:

① Control the thickness of the garage cover soil, reduce the thickness of the whole cover soil layer and reduce the cost through local piling slope, and use piling slope to plant larger trees, which has a sense of hierarchy in landscape vision.

② Garage pipeline balance: increase the clear height of the garage lane to prevent cross-operation fighting and pipeline waste.

(3) Set up control centers such as water pump room and fire fighting reasonably, and reduce the length of equipment pipes, wires and cables in the most reasonable and economical position.

4 When the garage fire hydrant is arranged, it should not be arranged at the driver’s door, but should be arranged on the back of the car or on the inside of the post adjacent to the driveway.

(11) Building lobby decoration:

According to different grades of projects, the ceiling on the wall and ground in public areas such as lobby adopts different standard decoration materials to distinguish high and middle grades. Make the just-needed real estate appropriately reduce the cost.

2, material procurement stage optimization, cost reduction measures:

(1) Centralized procurement, with quantity for price.

(2) In exchange for lower material prices through strategic cooperation, based on the future estimated quantity and construction demand.

(3) Guide and cultivate long-term, stable and honest suppliers of materials.

(4) Elevator accounts for about 2% of the construction and installation cost. Customers are more concerned about the safety and quality of elevators. Reducing redundant functions and unnecessary configuration are the main measures to reduce elevator prices.

3. Optimization and cost reduction measures in the construction stage:

(1) Control the quantity and standardization of visas, reduce site changes, and construct in strict accordance with design drawings.

(2) Changes or visas required by the construction unit shall be approved for implementation after repeated confirmation and comparison.

(3) Building construction practices and techniques should be adapted and matched with the current development level of construction technology and the routine practices of engineering construction.

(4) Reduce the construction period reasonably. After the completion and warranty period are up to standard, all costs and expenses will be settled in batches according to the time nodes, and the turnover cycle of funds will be ensured by time span.

4. Optimization and cost reduction measures of garden facilities:

(1) Reduce the proportion of water features. Because of the high cost and maintenance of waterscape, it is easy to become a hidden part of water leakage, and it is not well maintained in the later stage, and deciduous dirt and mosquitoes become a sub-item.

(2) Reduce the number of nonfunctional and expensive landscape sketches such as sculptures.

(3) The proportion of hard scenes shall not exceed 30%. In the landscape cost, the hard landscape area is small, but the cost is high. According to the project quality, control the proportion of hard scene paving and increase the proportion of soft scene. Use real stone paint, tiles or other iterations to replace marble.

(4) The wall of the community is hollowed out, which makes the landscape inside and outside the community coherent and transparent, and reduces the cost.

5. Financial optimization and cost reduction measures:

(1) Accelerate the sales rhythm, quickly turn the funds, reduce the pressure of funds and increase the gross profit.

(2) Tax financial planning, and broaden financing channels.

6. Measures for optimization and cost reduction in the settlement stage:

(1) Combining with the construction technology and practice of the project site, reasonably apply relevant quotas.

(2) Strictly review and check the project visas and contracts, and review and reduce those that are inconsistent with the site or conflict with the quota.

(3) Fine calculation, combined with the construction site, to ensure the authenticity, accuracy and practicality of the calculation.

7. Optimization measures in the marketing stage:

(1) Differentiated pricing of underground parking spaces to improve overall efficiency.

According to the actual scene of the garage, respectively, for the parking spaces with advantages and disadvantages, the price of the dominant parking spaces should be increased, and the price of a few unfavorable parking spaces should be reasonably reduced, which fully reflects the difference of parking spaces’ values, promotes the balanced sales of parking spaces, and is conducive to the elimination of parking spaces and the overall premium.

1. Conditions for price increase of parking spaces:

A. Parking spaces near the elevator or the entrance of the unit.

B, independent parking spaces

C, the distance around the parking space is relatively large.

2. For a few parking spaces in unfavorable positions, appropriately reduce the selling price.

A, mini-car parking spaces, corners or locations where equipment and facilities are extremely obstructed.

B, lane end inconvenient parking spaces.

(2) Add some middle and high-end parking spaces, which will improve the overall benefit of premium.

According to the project grade, on the basis of standard parking spaces (2.4*5.3), a reasonable proportion of medium and large parking spaces (2.6-2.7 in width and 5.3-5.5 in length) will be added.

(3) By giving away a reasonable area or space, we can enhance the higher sales added value, bring more premium, and get rid of chemicals faster, so as to enhance the overall benefit.

1. Optimization of negative first floor space:

The whole negative floor or the south area is presented to the first floor (some lighting windows are added to the negative floor).

Reasons: First, it can bring the first-tier premium and raise the first-tier price; Second: when the underground garage is 3.6 meters, two-story basements must be built below the main building (high-rise), which will design a large number of underground storage rooms, which is not conducive to decontamination. Turn the storage room on the negative floor into a gift space on the negative floor, break it into whole parts and quickly remove it. Third, the storage area of the remaining negative second floor can be designed to be smaller and the total price is lower.

Benefit calculation of two schemes:

A. If the standard floor costs 8000 yuan and the first floor (without yard) costs 7800 yuan, the whole negative floor or the space on the south side will be given as an additional gift to the first floor, and the price of the first floor will be 10800 yuan, and the benefit difference will be 3000 yuan/㎡. The relative selling price of storage room is 2000 yuan/m2, which brings more benefits.

B, if the standard floor costs 8,000 yuan and the first floor (with courtyard) costs 9,800 yuan, the whole negative floor or the space on the south side will be given as an additional gift to the first floor, and the price of the first floor will be 11,800 yuan, and the benefit difference will be 0 yuan/㎡. Basically, it is almost the same as selling the storage room at a price of 2000 yuan/m 2. Double added value can’t bring more profit growth, but it will solve the problem of slow storage room.

2. Optimization of negative two-story space:

The south area of the negative second floor (which has a large space facing the living room and bedroom) is used as a parking garage to increase the price. The premium capacity of the parking garage is much higher than that of the parking space, and it is fast and limited, so customers have priority to buy it.

Third, increase reasonable and effective costs in sensitive areas that customers are concerned about.

In the sensitive parts or areas that customers pay attention to, increase reasonable effective costs, improve quality, and let customers get the best value for money, thus generating a premium and increasing benefits. In the period of high housing prices and high costs, it is not suitable for price wars. By improving quality, selling price and profit, the brand effect can be expanded, and brand promotion and secondary premium can be given by word-of-mouth effect.

1. Sensitive areas of customer concern:

(1) According to the streamline of returning home: waiting hall, lobby, garage lobby and garage entrance.

(2) According to the architectural visual concerns: community gate, unit door bucket, first floor and facade.

(3) According to the landscape visual concerns: main entrance, core landscape axis and nodes, unit entrance, group landscape nodes, and residential fence.

2, in the home streamline, increase the reasonable and effective cost:

(1) The waiting hall, the lobby on the first floor and the garage are connected to the indoor lobby, and sensitive parts are paid attention to at the first level for customers. According to the grade of the project, simple and refined decoration is adopted to improve the quality of entering the home and create a sense of belonging at home.

(2) The fire hydrant and other equipment and facilities in the waiting hall are constructed with concealed fittings to avoid inconvenient access for customers.

(3) The lines at the entrance of the garage and the gate of the community are more thick, and the ceiling should not be made of glass. The slope at the entrance should be raised appropriately, and the entrance should be illuminated by lights.

3, building facade, increase the reasonable and effective cost:

(1) Lines and shapes are added to the 1-2 floor base and unit door bucket area of the building, which enriches the details and makes it more heavy.

(2) The color matching of the facade adopts color matching to replace the division of lines or shapes (high cost). Multi-storey horizontal different color surfaces make the building more thick; High-rise buildings adopt different vertical colors, which makes the building stand tall and straight.

4, landscape, increase the effective cost.

Excellent core landscape brings high-quality on-site experience to customers and directly raises the house price.

(1) First-class landscape areas such as main entrance, core landscape axis and nodes, unit entrance, and group landscape nodes should be built with emphasis.

(2) The children’s playground is set in an open space, and the surrounding vision is wide.

(3) A fitness track is added in the secondary landscape zone (semi-private) of the community, and cultural tips are added around the track to distinguish areas, which increases the identification and interest of the space and improves the humanistic quality of the project.

(4) The right corner of the road shall be rounded to prevent trampling.

4. In terms of intelligence, increase the effective cost.

A fully intelligent identification system for the owner is composed of face recognition of the gate, face recognition of the unit door, fingerprint lock of the entrance password, license plate number recognition system of the basement and automatic induction gate, which is convenient for the owner to enter and exit without keys and Bluetooth cards.

5, garage and other supporting aspects, increase the effective cost

(1) The garage driveway is the customer’s concern area, and it is made of toughened or grinded stone floor, while others are made of solidified wear-resistant floor (epoxy floor is not recommended, because the garage is wet and not wear-resistant, and after 1-3 years, there will be problems of sanding and falling off in different degrees, which will reduce the quality).

(2) Lane lighting design, lane lights and lane guide arrows are aligned up and down, which broadens the vision of two-way lanes, makes driving light feel more comfortable and ensures driving safety.

(3) The large-scale garage is divided into zones and colors, which is easy to identify and provides a simple sense of orientation.

(4) The garage is equipped with a zebra crossing on the sidewalk to distinguish the traffic flow and pedestrian line in the underground garage, which not only guides the owner to cross the driveway safely, but also plays a role in warning the vehicles driving in the basement to speed limit.

(4) Establish a model first and a quantity exhibition area, and stimulate customers’ purchasing desire and transaction rate through case experience.

(5) Set some smart WIFI, hidden trash cans, and some direct drinking water in the outdoor public activity area, so that customers can experience differentiated services and excellent living experience with less cost and attention to details, and improve quality.

Item 4: The conclusion of cost control:

All departments and stages refine the cost control, so as to prevent in advance, control in the process and analyze afterwards, forming a closed-loop and virtuous circle of the whole process.

First, improve the cost consciousness of all staff, establish the overall situation consciousness, and fully realize the close relationship between cost and income: reducing cost means increasing efficiency.

Second, all relevant departments should cooperate with each other, strengthen cooperation, establish a whole-process and full-staff cost control system, and dig deep into cost optimization and reduction measures:

1. Plan, design, optimize and innovate iterative products.

2, construction management to ensure quality.

3. Centralized strategic procurement of materials.

4. Marketing packaging: explore the core value and increase the premium rate.

5, financial control system control.

7. The Legal Department should guard against risks.

8, the completion of the settlement strictly according to the facts.

6. The feedback data of property customer service complaints are used as experience books to form a closed loop.

The real estate competition has entered the stage of high-quality and high-value differentiated competition. At present, real estate developers should seize the challenges and opportunities, enhance the concept of value promotion and cost control, take effective management and control measures, and do fine cost management with the craftsman mentality of "wringing the last drop of water on the towel" to enhance product value and create value for customers, so as to enhance the value of products and the core competitiveness of enterprises, so as to achieve sustainable and healthy development.

Source: Pang Dong has something to say. This article has been authorized by the author. Thank you for this.

　 　 Special feature of 1905 film network In fact, the concept is not new, not to mention the amazing short film. In 2012, the animated film invited the protagonists of the game and turned it upside down. Up to now, Sony’s "Pixel Wars" has taken the road of combining real people with CG. Comedy stars such as adam sandler, kevin james and Josh Gad are invited. Obviously, the film didn’t want to be normalized from the beginning, and it was played in the guise of "war" and alien invasion, but it was still a shit and Loser transformation. It was not interesting or harmful.

　 　 At the beginning of the film, the film played a card of feelings and memories. Several strange-looking little boys, one of whom lost how to play the game, and the other, although brave, was defeated by others in the final championship battle. The other likes to chat with the girl in the game machine, full of small and medium-sized Xuan Xuan. Obviously, the film is paving the way, and it is also a common routine of Hollywood movies. Everyone’s adult life is greatly influenced by his childhood, so-called psychological trauma. So, the runner-up of the game, carrying the shadow of the second place, grew up to be an ordinary employee of a home appliance company, while the little fat man with no ambition and only catching dolls became the president of the United States. Yes, you are not mistaken. What is the screenwriter’s brain wide open for irony? Another "little devil" got into the panic, and the geek who is infatuated with beautiful women, as always, started a technical otaku.

　 　 When the scene jumps to the present, when adam sandler comes out, the whole style of painting is wrong, not to mention that kevin james has become the boss of the United States. From this time on, the tone of the film is slightly ironic and teasing. After watching such low-cost comedies in the United States, you will be quite familiar with and benefit from all kinds of jokes and techniques, such as ridiculing the American president to pieces and not knowing the "disaster". Isn’t it obvious that the president has no education? In addition, all kinds of important people in the White House have also become the object of ridicule, portrayed as a group of straw bags, officials are not like officials, and the general seems to be half buried in the ground. Of course, Americans haven’t forgotten to give a black hand to their good brother Britain again. The female prime minister has become thin and toothless, and looks like a menopausal woman with hormonal instability. She is not only pale but also very neurotic, which makes people think of her naked contempt for the Queen of England. Behind these satire and ridicule, what we can actually see is the characteristics of the film Pixel Wars, or the serious hooliganism as mentioned above.

　 　 Therefore, after adam sandler saw the heroine’s swaying posture, the first sentence she blurted out was "Wow", a heartfelt surprise brought out by hormones, and then the heroine happened to be in the emotional loss stage of life. Two people flirted and secretly fell in love, but they did not expect to start bickering because of a misunderstanding of a kiss, and they began to stage the plot of tell it to the judge. This way of communication between men and women is obviously the favorite of this kind of comedy, and they don’t like each other. Of course, adam sandler is not the only serious hooligan. Otaku still thinks about the dream girl in his game, and even draws many cartoons full of psychosexuality. One of the conditions for the little devil to join the team against alien aggression is to have dinner with tennis superstar Serena and spend the night together.

　 　 The more the film goes to the back, the stronger the desire of these men for women, and the creator has generously satisfied all their wishes. After becoming a salvation star, adam sandler won the beauty home, and the cartoon goddess of the otaku was regarded as a reward for the victory of the game, and became a real person, and Serena was waiting for the sandwich night that the little devil was thinking about … … It can be seen that these women were rewarded as trophies to these geeks, so when the beautiful game goddess in the movie dropped her double swords and leaned over to kiss the fat and filing otaku, the boys in the audience couldn’t help but make a sound with multiple meanings of regret, envy and jealousy.

　 　 It can be seen that "Pixel Wars" is like a beautiful world that a bunch of game geeks fantasize about themselves. In this world, not only can they become superheroes, but the opponents they beat are actually BOSS, who often can’t get through customs in the game, and then save the world. By the way, they also saved the setting that they have been a loser for the first half of their lives, and finally they can even win the beauty. Therefore, it is not surprising that the film is full of all kinds of imagination about beauty, hero and strength. After all, for the game otaku, the imagination of the external world is always better than the reality, otherwise Serena, a world champion who is strong and independent both physically and mentally, can’t throw herself at a cheating game champion.

　 　 It is precisely because of this that the audience of this "Pixel Wars" is estimated to be very limited. After all, the value position of such male chauvinism and taking all women as trophies is really out of line with the prevailing trend of feminism, not to mention that all the women in the movie are beautiful and amazing, while all the men seem to be a little diabetic.

"Pixel Wars" is such a typical American brainless comedy. The concept of pixels in the old-fashioned game of the film to create alien attacks is somewhat interesting in itself, but it is only limited to this. Wasted the setting and nostalgia that this attack method is electronic and gamified. On the one hand, the game characters in Pixel are much richer, and the story in the movie is still from a human perspective. On the other hand, they are all set as villains who will only destroy or even show their faces and break into slag, destroying their childhood and feelings in the game hall with steel.

　

　　CCTV News:The annual year-end consumption peak season has arrived. In the consumption peak season of 2023, the reporter saw that consumer demand is more subdivided and vertical, consumption is more decentralized and personalized, and intelligent, experiential and high-quality products are exploding. From the industrial point of view, the diversity of consumer demand also promotes the trend of personalized production and flexible customization on the supply side.

　　Under the increasingly diversified consumer demand, refined home appliances are more sought after by consumers. The data of the e-commerce platform shows that the sales of smart home products that can enhance the sense of home life experience have increased significantly. Among them, the turnover of intelligent sensing faucets, intelligent door locks, intelligent lifting tables and other products all increased by more than 100% compared with the same period in 2022.

　　Healthy consumption has also become a kind of consumer goods with high willingness of consumers. According to the data of the platform, in the "Double Eleven" in 2023, the outdoor sports industry showed explosive growth, and the sales of cycling, skiing and out shoes clothing products increased by 300% year-on-year.

　　On the major e-commerce platforms, the reporter noticed that domestic brands are highly sought after by consumers. According to the data of China International Electronic Commerce Center Research Institute, in this peak consumption season, among the top 20 brands in online retail sales, domestic brands occupy 11 seats.

　　While the consumption trend changes, it is also promoting the transformation of the industry. Li Mingtao said that relying on the support of online big data, enterprises can more clearly understand the needs of consumers, and thus rely on personalized production and flexible customization to accurately match related needs.

　　Promote featured products and adopt various operation methods to cope with the sales peak.

　　The annual year-end consumption season is also an important node for enterprises to sprint annual sales. At present, local enterprises are actively enriching their means of operation and vigorously promoting local specialty products.

　　In Hanzhong, Shaanxi Province, the local digital economy industrial park jointly settled in enterprises, and launched online live broadcast and other activities for the first time to introduce local agricultural special products to consumers.

　　This company, located in Jiangmen, Guangdong Province, has developed a series of snack foods and organic foods based on local specialties such as Xinhui dried tangerine peel and Taishan rice. The person in charge of the company predicts that the sales volume of the company’s products will rise sharply this consumption season. In order to cope with the sales peak, the company made sufficient preparations in advance.

　　The new express delivery mode allows goods to reach consumers faster.

　　During the peak consumption season every year, the express delivery volume will explode. The growth of express delivery reflects the vigorous vitality of China’s consumer market. At the same time, how can consumers get the goods they ordered faster?

　　At a courier service outlet in Mianzhu City, Sichuan Province, the staff are busy scanning the code for express parcels, putting them on the shelves, and three shelves are filled with parcels stored on behalf of others.

　　It is understood that during the end-of-year consumption peak season in 2023, major express delivery companies in Mianzhu have increased their investment, and tried their best to reduce the phenomenon of express delivery squeeze and delay by increasing operating venues, adding automation equipment, expanding transportation capacity and increasing manpower.

　　In Jinhua, Zhejiang Province, relying on the mode of "integration of passenger and freight", express delivery can take the bus to the village, so that more rural people can enjoy the same timely delivery service as in the city, which greatly improves the timeliness of express delivery. Wu Chengrong, a villager in Shenfan Township, Jinhua City, just got his first package of this year’s "Double Eleven" a few days ago.

　　In addition, the local area also adopts the new logistics mode of "regional co-distribution", relying on the postal network, integrating the first-class distribution resources of each express brand village and town, and realizing the automatic sorting of all express brands in the same line. Postal couriers can complete the express transportation and delivery work of different express delivery companies, which greatly relieves the logistics pressure of the "last mile" in remote areas.

　　According to the monitoring data of the State Post Bureau, November 1 — On November 4th, the whole network collected 2.027 billion pieces of express delivery, up 16.1% year-on-year and 31.0% quarter-on-quarter, reaching a record high.

　　China Securities Network News (Wang Luo) started from the printing industry. Lingyun Guang has been deeply involved in the industrial machine vision industry for 20 years, and has expanded its applications to consumer electronics, new displays, new energy and other fields. Head enterprises in industries such as Apple, Huawei, Xiaomi, Foxconn, BOE and () are all important customers of Lingyun Guang.

　　On June 15th, Ling Yunguang (stock code: 688400) officially launched the inquiry offering, and will soon land in science and technology innovation board. The science and technology innovation board listing, Lingyun Guang plans to raise 1.5 billion yuan, and the fundraising direction is centered on the company’s vision planning. From industrial manufacturing to industrial intelligent manufacturing, machine vision is promising. The company will increase investment in technology research and development, continuously improve its platform-based capabilities, empower intelligent manufacturing, and help more industries achieve automation and intelligent development. The company’s development vision is to implant "eyes" and "brains" into machines and become a global leader in the fields of visual artificial intelligence and photoelectric information.

　　From agency to self-research, mastering the underlying core technology

　　According to the prospectus, Ling Yunguang was established in 2002, and started from the banknote printing industry, and carried out independent research and development through projects such as online detection of RMB gravure printing and large sheet detection; On the other hand, the agency business of foreign high-end visual devices is carried out. Since 2006, the company has successively entered the fields of printing and packaging, new display and consumer electronics, and further improved its independent research and development capabilities. At present, it has the research and development capabilities of advanced imaging, intelligent algorithms, intelligent software and automatic precision control, and independently developed core devices such as industrial cameras and light sources, which are applied to many industries.

　　The domestic machine vision started in the late 1990s. When Ling Yunguang entered this field 20 years ago, the domestic development and application were basically blank. The company started from scratch and gradually embarked on the road of independent research and development in the field of machine vision.

　　Ling Yunguang attached great importance to self-research of core technologies at the early stage of business development. During the period from 2002 to 2006, the company initially built a 100-person team with independent research and development capabilities of optical, mechanical, electrical, computing and software technologies, and started the research and development of independent software algorithms of VisionWARE. The technical accumulation in this period has created an insurmountable moat for the company’s competitors in a short period of time. Now the machine VisionWARE algorithm platform independently developed by the company has been iterated to version 5.0. Ling Yunguang is the first machine vision manufacturer in China to launch a purely independent bottom-level core algorithm library. The investment cycle of the bottom-level algorithm is quite long. It takes a lot of time and experience to optimize the core algorithm from the bottom, which makes it ahead of competitors in the same industry for about three to five years.

　　In addition, Ling Yunguang’s AI algorithm development based on deep learning, machine learning and knowledge map has also been at the forefront of the industry, forming an independent F.Brain intelligent algorithm platform, supporting factory-side and edge intelligence through edge computing, and supporting factory cloud intelligence through big data cloud computing technology. From the application point of view, the machine vision +AI technology is deeply combined to support industrial scenes.

　　It is understood that the algorithm library of the machine vision industry consists of open source vision algorithm libraries such as OpenCV, and third-party commercial payment algorithm libraries such as Vision Pro (cognex, USA), Halcon (German MVTec) and VisionWare (Ling Yunguang). Due to the long development cycle and large investment of algorithm library, companies in the industry usually develop their own application algorithms based on open source algorithm library, or independently develop and integrate with third parties, and few companies develop the underlying algorithms completely independently.

　　In addition to algorithms, Lingyun Guang has always been at the forefront of optical imaging technology, and has independently developed a series of visual core devices such as smart cameras and high-brightness special light sources. It has more than 70 patents in the optical field, and many solutions are the first to benchmark international and domestic machine vision friends, creating a brighter industrial "eye" competitiveness. At the same time, by investing in domestic CMOS sensor design company Changguang Chenxin and industrial lens professional company Hunan Changdao Optoelectronics, we will optimize the allocation of core resources and lay out the localization and autonomy of core technologies.

　　Form platform capability from system to equipment

　　After all, the banknote printing industry belongs to a special industry. After 2006, Ling Yunguang gradually expanded its business to printing and packaging, display screens, consumer electronics and other industries, and further integrated its research and development capabilities into platform-based capabilities of products and technologies, thus effectively supporting the company to achieve cross-industry development. In addition, the company began to expand its automation capability in 2016, and it took three years to gradually build automatic control technologies such as automatic assembly line and multi-axis precision manipulator.

　　Up to now, Lingyun Guang has four technical platforms, including advanced imaging, intelligent algorithm, intelligent software and intelligent automation, and comprehensive overall scheme design capability. It has 418 domestic patents and 208 software copyrights, which supports the company’s rapid expansion of downstream industries from printing to other fields, such as consumer electronics and new energy, and is also a technical base to support the company’s continuous leap-forward development in the future.

　　According to Ling Yunguang’s prospectus, up to now, the company has developed diversified intelligent visual equipment and innovative process solutions based on independent research and development of visual algorithms and AI algorithms for new display, consumer electronics, printing and packaging, new energy and other fields. Specific to the display field, the new display intelligent vision equipment products provided by Ling Yunguang can realize automatic and semi-automatic optical detection of small screen defects in TFT-LCD/OLED, covering the Cell process section and module process section, and support lighting detection when the screen is powered on and appearance detection when it is not powered on. The detection efficiency of the LCD lighting quality detector provided by it is more than 3 times that of manual work, which solves the problem of 2% low contrast stain defect detection, approaches the limit of human eyes, realizes high dynamic range detection, and has been popularized and applied in hundreds of sets in the industry.

　　Entering Apple’s industrial chain is a key milestone for Ling Yunguang, and it is also the inevitable result of technical capacity building. Five years ago, the company broke the situation that the high-end market of consumer electronic vision inspection was monopolized by foreign manufacturers such as cognex and Kearns for a long time, and became the Preferred Supplier in the field of machine vision certified by Apple, and began to provide configurable vision systems in batches.

　　"Hand", "Eye" and "Brain" cooperate to empower intelligent industrial production.

　　If configurable vision system products, such as machine vision algorithm platform developed by Ling Yunguang, can equip industrial machines with eyes and brains, then intelligent vision equipment is to implant muscles and limbs controlled by brains into the machines, thus realizing the precise control and execution of detection and production technology, and finally forming an intelligent production robot with the cooperation of hands, eyes and brains.

　　As the largest manufacturing country in the world, the penetration rate of domestic machine vision application is low, and there is still much room for growth, especially the aging population and the increase in labor costs, which also bring great demand to the machine vision industry.

　　From the demand of downstream customers, the epidemic situation in COVID-19 is complicated in recent years. Instead of reducing the budget for technology investment, downstream manufacturers have been further forced by the epidemic to strengthen their investment in industrial automation, digitalization and intelligence, and the cost reduction effect is very remarkable. In the future, the demand of downstream manufacturers for automation and intelligence is rigid and inevitable.

　　China market has become one of the fastest growing markets in the global machine vision market. According to the statistics of China Machine Vision Industry Alliance, the sales of machine vision industry in China increased from 10.18 billion yuan in 2018 to 14.42 billion yuan in 2020, with a compound growth rate of 19.02%. Thanks to the promotion of manufacturing automation and other factors, it is estimated that the sales of machine vision industry in China will increase at a compound growth rate of 27.15% from 2020 to 2023, and the sales will reach 29.6 billion yuan by 2023.

　　Under such opportunities, Lingyun Guang will continue to promote technological innovation in advanced optical imaging, software and algorithms, automation and other fields, and actively explore new application fields of industrial machine vision. At present, Ling Yunguang’s machine vision +AI products and services have achieved a high market share in consumer electronics, display panels, printing and packaging applications. According to the statistics of China Machine Vision Industry Alliance, in 2020, among the enterprises participating in the statistics (enterprises within the alliance), Lingyun Guang ranked first in the sales of machine vision industry in China.

　　According to the disclosure in the prospectus, the company is expanding its business to the field of new energy battery diaphragm detection, and has cooperated with customers such as Contemporary Amperex Technology Co., Limited. Focusing on the field of industrial manufacturing for 20 years, Lingyun Guang is expected to become the leader of industrial artificial intelligence, truly helping factories to improve quality, increase efficiency, reduce costs and reduce storage.

　　[Global Times special correspondent in the United States Zhang Sisi Global Times special correspondent Wang Cong] "Whether Assange can be free is widely regarded as a judgment of the Australian government’s influence on the Biden administration in the United States." The Associated Press reported on July 30th that since the Labor government came to power last year, Australia has been trying to persuade the United States to terminate the prosecution of Assange, the founder of Wikileaks. However, in the recent annual meeting between US Secretary of State Blinken and Australian Foreign Minister Huang Yingxian, Blinken said that Assange was accused of committing a "very serious criminal act".

　　The Associated Press reported that Blinken said during the talks that Assange was "suspected to be related to one of the most serious confidential information leaks in American history", and he understood Australia’s concerns and views on this matter, but urged Australia "as a friend, we should understand the concerns of the United States". Blinken also said that Assange’s "alleged acts may cause very serious harm to US national security" or even "life-threatening". Huang Yingxian responded that Australia has "made it clear publicly for many times" and that Assange’s case has been delayed for too long. Australia hopes that the United States can withdraw these allegations and settle the case as soon as possible.

　　In addition, the Australian Sydney Morning Herald quoted Huang Yingxian as saying that the United States had "inconsistent" attitudes towards Assange and Chelsea Manning, another protagonist of the "confidential document leak case" and a former American army intelligence analyst. Manning was arrested for leaking about 700,000 confidential military and diplomatic documents to Wikileaks and was sentenced to 35 years in prison in 2013. However, in January 2017, former US President Barack Obama commuted Manning’s sentence before leaving office, which led to her release in May of that year.

　　Assange has been detained in the high-security Belmarsh prison in south London since he was arrested by the British government from the Ecuadorian embassy in London in April 2019. In June, 2022, the British Home Secretary, Pruitty Patel, approved the request of the United States to extradite Assange. In July of the same year, Assange appealed the extradition order to the British High Court. According to the relevant laws of the United States, once Assange is extradited to the United States, he will be charged with espionage and improper use of computers in the United States, and he will face a maximum of 175 years in prison.

　　According to the Sydney Morning Herald, Blinken’s statement is the "sharpest and most detailed" comment made by Biden administration officials on Assange. Blinken’s remarks mean a "rare public disagreement" between the United States and Australia, and highlight that "the Albanese government faces an arduous task in persuading Biden’s government to stop pursuing Assange". The Guardian reported that Blinken’s defense of the American accusation against Assange would be regarded as "a heavy blow to the efforts of the international community to rescue Assange".

　　Assange, 52, was born in Australia and founded the Wikileaks website in 2006. In 2010, Wikileaks exposed a large number of American diplomatic cables and confidential documents of the US military during the Afghanistan War and the Iraq War, and exposed the war crimes of the US military. In 2019, after Assange was arrested in Britain, the United States immediately requested the extradition of Assange. Australian Prime Minister Albanese has repeatedly urged the US government to terminate the lawsuit against Assange. In May this year, Albanese said that he had expressed the Australian government’s position to the American and British governments that there was no benefit in continuing to imprison Assange.

　　"Assange’s supporters reacted angrily to Blinken’s remarks." "Australia is the closest ally of the United States, and Blinken needs to understand the overwhelming view of the Australian people, that is, it is fed up with Assange’s endless imprisonment," said Barnes, legal adviser of the Australian Assange supporters organization, according to the Sydney Morning Herald. Assange must be released immediately and be reunited with his family. "

　　● With the increasing popularity of self-help outdoor tourism, outdoor clubs, donkey friends clubs and go on road trip clubs frequently publish tourism products illegally through WeChat groups or QQ groups, publicize tourism routes, and receive citizens or donkey friends to travel.

　　● According to the relevant provisions of the Tourism Law, it is illegal for non-tourism enterprises and individuals to organize tourism activities by themselves.

　　● To completely eradicate the chaos of compulsory consumption of low-priced groups, we should rely on the law, increase punishment measures, and increase illegal costs and rights protection benefits.

　　□ Our reporter Zhao Li

　　"Since you have chosen a group with shopping links, you need to spend. What was your attitude towards me in the shop today? They’re all fighting guerrillas in there! Now get off and go to the store, and spend 20,000 yuan an hour … …” These words came from a female tour guide in Guilin.

　　This female tour guide brought a group organized by a beauty brand. According to tourists, "Give a product gift of 598 yuan to the travel agency", and you can go to Guilin from Hunan for free. On the last day of the trip, due to the high consumption of jade shops, the consumption of tourists did not meet the "psychological expectation" of the tour guide, so the above scene appeared.

　　After this compulsory consumption incident was exposed, the "low-priced group" once again attracted attention.

　　With the increasing popularity of self-help outdoor tourism, it is not uncommon for outdoor clubs, donkey friends clubs, go on road trip clubs, health care products sales enterprises and some training institutions to illegally publish tourism products, publicize tourism routes and receive citizens or donkey friends to travel through WeChat groups and QQ groups. According to the relevant provisions of the Tourism Law, it is illegal for non-tourism enterprises and individuals to organize tourism activities by themselves. However, according to the disclosure of relevant departments, many tourism activities attract consumers to join the group with "low-cost group tours" or even "zero group tours".

　　Through unannounced visits to such organizations that operate travel agencies without travel qualifications, the "Legal Daily" reporter found that many low-priced groups hide many tricks.

　　Ostensibly claiming not to be profitable.

　　In fact, hidden invisible consumption.

　　Recently, the reporter found a large number of QQ groups of related organizations through online search, and the format of group names is simple and consistent: ×× Outdoor Club. The reporter tried to apply to join the QQ group of these outdoor clubs as an outdoor sports enthusiast, but the pass rate was extremely low. Many applications for joining the group are "sinking into the sea" after they are issued. Some organizations directly rejected the reporter’s application for joining the group. For example, the ×× Shanshui Outdoor Club refused on the grounds that it was not introduced by acquaintances in the group after the reporter repeatedly applied for joining the group.

　　After many attempts, the reporter finally entered the individual group chat as an ordinary tourist, but after joining the group, the relevant responsible persons of these organizations will know the information of the new group users, such as "Who introduced them", "Where did they come from" and "What activities have they participated in before".

　　At present, the QQ group of "Beijing XX Outdoor Club" has 1436 people, and it promotes itself as an outdoor adventure club with the theme of mountaineering, hiking, camping, grassland riding, desert crossing, forest adventure, seaside swimming, photography, skiing, food, singing and making friends. The outdoor activities of this club are rich and varied, and most of them are short-lived, generally divided into one-day activities and two-day activities. The prices of short-term activities are generally low. Many one-day activities cost less than 100 yuan, and some two-day activities cost around 300 yuan. Take the one-day tour of Kingfisher Valley (located in Yanqing, Beijing) as an example. The activity cost is 65 yuan/person, including car charter, expressway fee, master fee and outdoor insurance. The activity was held on June 15th. By 15:30 on June 14th, more than 50 people had signed up.

　　The person in charge of the club explained to the reporter: "The expenses incurred by the activity are all AA system, without any additional benefits."

　　Two years ago, Ms. Wang, a citizen of Beijing, was dragged into an outdoor tour group, which published many low-priced tour routes. "People who organize tours say that if they don’t make money, they just organize everyone to go out to play." But Ms. Wang found that they "have not earned less money."

　　She once took part in a trip to Zhangjiakou, the cost was not enough for 300 yuan, but after getting on the bus, the hidden cost began. The organizer charged each tourist 50 yuan’s hard work and each tourist had to pay 10 yuan’s tea fee after the meal.

　　"Without a formal contract, it is too informal for such a tour group to transfer money through WeChat or pay by punching in." Ms. Wang said.

　　Some insiders also revealed to reporters that some outdoor clubs often attract friends to travel under the banner of non-profit, and the relevant personnel of the club make profits through the price difference. Because outdoor clubs don’t need to pay deposits and taxes like travel agencies, the operation of outdoor clubs is almost "zero cost".

　　The reporter interviewed Mr. Zhang, a staff member of a scenic spot who is in charge of receiving these clubs. He said: "The profits of related expenses can basically be divided into four or six with the organizers, and the commissions taken by general travel agencies or tour leaders are more."

　　The promoter declares that he is not responsible.

　　Tourists face greater risks.

　　Another "Beijing Lvyou ××" QQ group information shows that it was founded on October 23, 2015. At present, it has 2,862 members and has organized 44 activities. The organizer is "Beijing× Wolf Outdoor". The activity destinations are nearly Shuanglong Gorge, Pofengling and Dongling Mountain in the suburbs of Beijing, and as far away as Wuyuan, Dunhuang and Mohe.

　　According to the information of official website in Beijing × Wolf Outdoor, this organization is "dedicated to the tent rental industry in Beijing (Tianjin)", and its business scope mainly includes various outdoor goods rental businesses such as Beijing (Tianjin) camping tent rental, cotton sleeping bag rental, down sleeping bag rental, walkie-talkie rental and mountaineering bag rental.

　　The official website page of Beijing × Wolf Outdoor has also set up a column of "Journey Friends Activities". Open this page, which shows 70 pieces of relevant travel information released by this organization from June 6, 2017 to October 24, 2018. The reporter opened several links, most of which are related introductions such as tourist routes, itinerary planning and cost range, and occasionally a "disclaimer" is attached to the introduction. Disclaimer said: The initiator of the activity is only the contact person of the activity, and may not have participated in the training of outdoor leaders and field rescue. Although it is obligatory to help every participant, the initiator and leader of the activity are not responsible for any damage and consequences caused by participating in the activity — — Sign up voluntarily at your own risk.

　　Such a disclaimer can also be found in the details of the activities of the "Beijing donkey friends ××" QQ group.

　　The reporter found that the Mountain X Outdoor Club has also organized outdoor travel activities many times. According to a tweet from its WeChat WeChat official account on June 13th, the length of a seven-day trip is around 3,000 yuan per person. The travel routes include Jiaju Tibetan Village, Hailuogou Glacier, Daocheng Aden, Siguniang Mountain and other popular tourist attractions. The expenses include transportation (driver’s accommodation), accommodation (7 nights), tickets (Siguniang Mountain Shuangqiaogou, Jiaju Tibetan Village, Aden Scenic Area, Hailuogou), meals (breakfast in Danba), tour leader service and insurance. At the same time, it is stated that this line only buys travel accident insurance for players, excluding illness insurance and financial insurance. During the activity, if the financial loss occurs, it shall be borne by the players themselves; If financial losses are caused by personal reasons and need to be handled by themselves, a "departure agreement" needs to be signed.

　　Another go on road trip club, "X Ant go on road trip Club", also indicated similar terms in a go on road trip route push on June 14th. There is only a 500,000 yuan personal accident insurance in the travel expenses, and there is nothing else.

　　The leader of "Beijing × Star Club" told reporters that the price given by his club was "more cost-effective than the travel agency" and an extra accident insurance would be given. When the reporter asked whether to sign the relevant responsibility contract, the team leader replied: "Without signing the contract, the activities are voluntary."

　　Free travel has become a new trick

　　Force shopping to set a trap

　　It is worth noting that related disputes occur frequently.

　　In April 2017, Tian Congxin, an outdoor travel enthusiast, sued the organizer of the WeChat group tour and lost the case. The lawsuit originated in the summer of 2016. He and his friends joined the WeChat group of Happy Friends’ self-help tour and drifted to Daqinggou, Inner Mongolia. During the drifting, he accidentally caused an acute compression fracture of the lumbar spine. When he claimed compensation from the tourism organizer, he was rejected and sued the court. The court ruled that the organizer did not aim at profit, and because Tian Congxin was injured in the wrong sitting position, he took full responsibility.

　　On November 22nd, 2014, Zhang Bingyu followed the coaches of Qingdao Qianli Sports and Leisure Club Co., Ltd. to Jiuxian Mountain for altitude downhill outward bound training. During the descent, the protective rope was untied, and Zhang Bingyu fell from a height of about 30 meters above the ground and died. Yu, an employee of Qianli Sports Company, is the leader of this outward bound training. He knows Cao, whose net name is Mumu, from the outdoor sports group, who was temporarily hired by the company as the outdoor coach of this activity. According to the verdict, both Yu and Cao claimed that they did not have the qualification certificate to engage in downhill activities.

　　Organizations and individuals without tourism qualifications like this often offer various low-cost tours when operating travel agency business.

　　According to a Beijing resident who didn’t want to be named, his parents participated in a low-cost tour organized by the "outdoor donkey friends group" WeChat group. "Everyone has a one-day tour in 50 yuan and Yixing Zhuhai. My parents gather at 6: 30 in the morning and come back with big bags at 6: 00 in the evening. Bamboo shoots, bamboo chopping boards, activated carbon balls, dish towels, etc., spend hundreds of dollars and buy a bunch of useless things. "

　　The reporter interviewed Mr. Zhang, who used to be a tour guide. Mr. Zhang said: "In the tourism industry, low-cost groups basically imply consumption content, which is a default rule in the industry. But if you pay enough money reasonably, there may be only some slight guidance and no compulsory consumption. "

　　Ma Aiping, a professor at beijing international studies university Tourism Management College, thinks that the tour fee for four days and five nights is 598 yuan. If this fee includes food, accommodation and transportation, the price is obviously low, so travel itinerary includes three shopping items.

　　Liu Simin, director of the Tourism Research Institute of the Cultural and Creative Industry Research Center of Beijing Foreign Studies University, believes that there may be many reasons for being lower than the market price and operating cost, but if there are obvious shopping arrangements in the itinerary, it can basically be judged as unreasonable low-cost travel.

　　In 2017, the National Development and Reform Commission, in conjunction with the public security, industry and commerce, price and other departments, continued to carry out a number of actions to comprehensively rectify the order of the national tourism market, and seriously investigated and dealt with illegal acts such as "unreasonably low-cost travel" and "illegally operating travel agency business", and filed 2,595 cases, fined and confiscated illegal income of 33.26 million yuan, and revoked 45 business licenses.

　　Since then, although the related problems of some travel agencies have been contained and supervised to a certain extent, some organizations and individuals who operate travel agencies without tourism qualifications have begun to "move". There are also companies tying health care products during the "zero tour fee" tour.

　　Take Jiufang Joy as an example. This company is not qualified to organize tourism. In August 2018, a fire broke out in Beilong Hot Spring Leisure Hotel in Harbin, Heilongjiang, causing 20 deaths and 23 injuries. According to media reports, Jiufang Joy mainly sells health care products to middle-aged and elderly people, and customers with large consumption can get travel opportunities rewarded by enterprises.

　　According to the disclosure of relevant departments in Beijing, many tourism activities use "zero tour fee" as bait to attract the elderly to join the group, which hides multiple risks. Law enforcement officials of relevant departments in Beijing said that low-cost tours under the guise of "free tours" and "zero tour fees" are becoming more and more hidden, and the elderly often become the "hardest hit areas" for being deceived.

　　According to law enforcement officials, at present, "buying health care products for travel" and "buying wealth management for free travel" organized in the form of companies have become new tricks of criminals, and even some companies cheat in the name of recruiting "tourism experiencers", and applicants encounter compulsory shopping traps when traveling.

　　"WeChat friends circle, clubs, motorists’ clubs and other spontaneous group trips are often personal agreements, and there is no business license. Many irregular behaviors cannot be defined and are in a blind spot of supervision. This kind of tourism behavior is more prone to problems, ‘ Black tour guide ’ The phenomenon of slaughtering customers is even more difficult to detect, which brings difficulties to tourism law enforcement and evidence collection. " Beijing lawyer Liu Chengxian told reporters.　　

Every edited | Du Yu

Image source: Apple conference video screenshot

The name of this 1-minute-long advertisement is Crush! ）。Roughly speaking, the things "crushed" by Apple are trumpet, paint bucket, guitar, piano, phonograph, statue, drum set, camera, arcade, monitor, plastic doll and so on.

Although the creativity of this advertisement is not difficult to understand: Apple has "pressed" a large number of functions into this thin and powerful tablet, and can do professional artistic creations such as painting, arranging music, taking photos and retouching pictures.

But the problem is that, as a consumer electronic product targeted at professional users, this advertisement has crushed all the creators’ "eating guys". This strange negative emotion has finally changed from the angry condemnation of a small group of professionals to a storm of public opinion.

Some netizens ridiculed that,It’s really good for Apple to attract professional creators by smashing symbols of human creativity and cultural achievements..

Some netizens criticized thatThis is a heartbreaking, uncomfortable and selfish advertisement..

Hugh Grant, a famous actor, even commented that the advertisement seemed to promote "the destruction of human experience".

Cover image source: Every photo by reporter Kong Zesi

CCTV News:Entering the summer tourist season, major landmark attractions across the country have ushered in a large passenger flow, and cultural and creative products have also been "new". Small and exquisite refrigerator magnets, cute and funny mascots, creative peripheral toys, rich varieties and creative products have become important growth points of tourism consumption. Which cultural creations are popular this summer vacation? How did excellent products come into being? What are the new changes in the cultural and creative industry chain? Come and see the reporters’ interviews in many places.

I came to the Badaling Great Wall in Beijing and walked all the way from the entrance. There are dozens of cultural and creative shops, large and small. In order to welcome the summer tourist season, Wenchuang Store has also extended its business until 10: 00 pm, that is, to coincide with the visit time of the Great Wall at night. The largest Wenchuang Store in Dengchengkou has just been renovated recently, with more than 6,000 people entering the store every day.

For the summer vacation, children’s favorite cultural and creative groups have been added to the store. The "customs clearance document" with names, the Great Wall brick with treasures that can be "dug" and the "Four Seasons Great Wall" ornaments that can change colors at any time are very popular.

After Gansu Wenbo’s "conspicuous package" was on fire. Recently, it is also popular on social networks to choose a handful of "fluffy" Tianshui mala Tang from the "fluffy" big refrigerator, and then pick a few "soft" potatoes and potato eggs.

How can Wenchuang products get less delicious food? In the Yinxu Museum in Anyang, Henan Province, the wide noodles engraved with Oracle Bone Inscriptions make children’s appetite big, and when they eat, they can also get a piece of "Niu Zun Fried Egg", and this "Dading 1: 1 Rice" has both taste and value.

In Shanghai, Xujiahui specially took out a plot of 1,200 square meters and built a cultural and creative collection store full of Shanghai charm. Visitors can pick a small and exquisite "cast iron" manhole cover and turn their fingers to combine the words on the Rubik’s cube into a beautiful blessing.

Immersive punch card is a good idea to "bring fire" to a city

Wenchuang can not only buy, but also interact on the spot. Recently, visitors to Shaoxing, Zhejiang Province have a new way of playing, that is, the whole city "looking for Lu Xun".

In Lu Xun’s former residence, in Cang Qiao Zhijie, and even on the cruise ship, you can see cute and cute Lu Xun dolls. Many young people follow Chinese textbooks and "punch in" the life track of young Lu Xun.

Since the beginning of this year, the scenic spot of Lu Xun’s hometown has received 2.285 million tourists, and has received a total of 350,000 tourists in the summer, among which tourists aged 18 to 35 account for more than one third.

Get through the link, good design and good business.

Buying several favorite "peripheral" small objects, tasting a delicious food with urban characteristics or personally experiencing cultural and creative production have become the "standard" of current tourism. In recent years, local governments have strongly supported the development of cultural and creative industries, opened up market-oriented industrial links and brought new impetus to economic development.

In a shop on Xinle Road, Old Street, Shanghai, pieces of exquisite hand-painted enamel bricks are full of luster. This ceramic tile technique was originally used to restore historical buildings, but now it has been developed into a variety of Shanghai-style cultural goods. These hand-painted enamel bricks are also the winners of the 14th Shanghai Gift Design Competition.

Many mature enterprises and outstanding industrial designers are linked together through competitions. From the aspects of market research, design, proofing, transformation, production, channels and sales, the industrial chain of "Shanghai Gift" is getting deeper and deeper.

Bringing the "Museum" Home, New Travel and New Career.

With the rise of immersive cultural tourism, the new consumption format of cultural and creative products has also spawned a new profession — — Wenchuang product planning operator.

Liu Nian of Chongqing Three Gorges Museum is one of them. This bronze toy designed by him is the most popular cultural and creative product in the store. Fish mouth, crested pigeon body and animal ear, a bird-shaped statue of Pakistan in the Warring States Period, have become the treasures in the Three Gorges Museum since it was unearthed in 2002, and Liu Nian is one of the people who have seen it the most and frequently.

There is no shortage of culture in the museum, but all kinds of whimsy are indispensable to refine the symbols behind the collection into cultural and creative products. Not long ago, the Ministry of Human Resources and Social Security publicized a number of new occupations, and Wenchuang product planning operators were among them. In the more and more "spelling" Wenchuang circuit, museums are eager for this new type of work that knows marketing and can operate.

Since 2017, major museums in Chongqing have vigorously carried out cultural and creative work. Up to now, 12,666 kinds of cultural and creative products have been launched, with a revenue of nearly 200 million yuan.

Little refrigerator stickers create "wisdom" and new kinetic energy

After years of development, Wenchuang products have gradually formed a new trend of customization and refinement, which can be seen from the refrigerator stickers that have quietly changed in recent years. Fridge Magnet, as a popular product of punch card proof in travel destination, has changed from little difference to its own characteristics, and even become a collectible work of art, which is inseparable from the continuous upgrading of products from design, material, technology, sales and other aspects.

In Yiwu International Trade City, Zhejiang Province, when you walk into Ji Tengyu’s shop, tens of thousands of kinds of refrigerator magnets are distributed all over the wall. He has been doing the refrigerator business for more than ten years, and told reporters that from the sales volume, you can see which city is "on fire" again.

More than a decade ago, as a "general product" of tourist attractions, refrigerator magnets had no sense of design and complicated technology. Nowadays, quicksand models, luminous perspective models and even AR and naked-eye 3D refrigerator magnets that can "snow" are difficult to meet the customized needs of customers. Just for a city-limited refrigerator, Wu Xiangjuan, the business owner, has been "grinding" with the design team for more than a month, and he has to decide the color, concentrate the urban landscape and choose the appropriate silicone material.

In addition to "spelling" design, upstream manufacturers are more "spelling" product quality. In a customized refrigerator factory in Dongguan, Guangdong Province, enterprises hope to differentiate themselves from traditional products through new processes and technologies.

Internet big data platform shows that during the summer vacation, the number of refrigerator related orders increased by 228% compared with last year, and the transaction volume was 1.78 times that of last year.