Dialogue between 23 capital media reporters and a college student soldier

    [Background: Gaoming is the first college student soldier in Peking University since the founding of New China, and now he is the squad leader of a technical battalion of a brigade of the Second Artillery Corps. The advanced deeds of Gaoming Jiangong Barracks published by Xinhua News Agency’s "Domestic Dynamic Proof" have aroused strong repercussions among teachers and students of the alma mater. After the instructions from the head of the Central Military Commission and the relevant leaders of the State Council, the news media paid great attention to it.


    In mid-July this year, editors and reporters from 23 news media, including People’s Daily, Xinhua News Agency, People’s Liberation Army Daily, Guangming Daily, china national radio, CCTV, China Youth Daily, People’s Daily, CCTV International, People’s Liberation Army Life Magazine, China Youth Magazine and Southern Weekend, went deep into Gaoming’s army and conducted an all-round interview on his actual performance after enlistment and the opinions of army leaders and comrades around him.


    On the afternoon of July 14th, in an ancient town in a certain border area, the Second Artillery Corps organized a unique "brilliant press conference". Journalists of the news media had a dialogue with an ordinary soldier and made a thorough discussion on the "brilliant phenomenon". The atmosphere in the interview was very warm, the reporter’s questions were sharp and profound, the clever answers were simple and realistic, and sometimes there was a "confrontation" of ideas. Reporters reported that they had participated in many press conferences before, but it was unprecedented for a soldier to be a press spokesman. This special interview, exchange and discussion greatly deepened their understanding of Gao Ming and "Gao Ming phenomenon"! The following is a record of this conversation. 】


    Moderator (Bi Yongjun, deputy director of the Propaganda Department of the Political Department of the Second Artillery Corps): Before Gao Ming answers a reporter’s question, I would like to talk about a little personal understanding for your reference. Because I have visited the army twice and visited Peking University four times to interview Gao Ming’s deeds, I know Gao Ming earlier and more relatively. We feel that Gao Ming is indeed a good student with ideals, ambitions and pursuits, a good soldier with high ideological awareness, good comprehensive quality and all-round Excellence, and a good young man who consciously practices the call of General Secretary Hu’s "Four Generations" with practical actions. His growth and progress vividly reflects the remarkable achievements of the party’s innovative theory in arming the younger generation, the fruitful achievements of the CPC Central Committee in strengthening ideological and political education for college students, the mainstream tendency of contemporary youth to conform to the trend of the times and actively pursue progress, and shows that today’s army is still a trustworthy melting pot and a big school. Gaoming is an outstanding representative of military soldiers in the new period, and also an outstanding representative of contemporary youth, especially college students. His advanced deeds have a strong appeal and guidance for guiding the vast number of young people and students to establish a correct world outlook, outlook on life and values.


    As far as national defense and army building are concerned, brilliant deeds are also of typical significance. At present, the proportion of college students in the army has reached 67%, and it shows a rapid growth trend. With the reform of military service policy in China, their situation has attracted more and more attention from the society, especially the vast number of young people and students. It can be said that the emergence of brilliant has constituted a unique military camp and social phenomenon-"brilliant phenomenon". Interpreting this "phenomenon" is of great practical significance to how the post-80s youth consciously exercise and grow up in a difficult environment, how to enhance the national defense concept of the whole people, how to attract educated youth to join the army building, how to win the youth and win the future, and thus ensure the long-term stability of the country and the prosperity of the nation.


    First of all, please tell Gao Ming what he has gained in the army for more than a year, and then the reporter will ask questions.


    Gao Ming: The first question, which has been asked the most since I signed up for the army, is that I can’t learn well. Why do you want to join the army? In fact, it’s very simple. I wanted to come, thought it was time to come, and I came when I had the opportunity. Why do you want to come? I think every boy has a military dream. After the policy of recruiting soldiers from full-time college students was introduced in 2005, everyone signed up very enthusiastically, which fully proved the universality of this "dream". So, why do you say you should come? I think the army is the pillar of a country’s prosperity. Learning from Shi Mingzhi, the Song Dynasty created a splendid culture, but it died because of the sluggish atmosphere. I have been to the "September 18th" War of Resistance against Japanese Aggression Memorial Hall in Shenyang, and I was deeply impressed by Chairman Mao’s sentence "Without the people’s army, there would be nothing for the people". In Huining, my classmates and I went to participate in social practice. At that time, in a restaurant, the hostess pointed at us and exclaimed, "Look, college students!" " I feel that behind this wonder is actually expectation. The ancients said: "different lives have a long way to go." For every college student, there is a sense of obligation and responsibility. The combination of these two kinds of consciousness and the dream of a soldier is the reason why everyone wants to be a soldier. I am one of the lucky "dreams".


    The second question is my understanding of soldiers and my gains from the army. After more than one year’s training, I have been honed from a school student to a PLA soldier, and from a local youth to a people’s soldier. There is a military message that says, when I was a child, I admired soldiers the most, because they were mighty; When I grow up, I admire soldiers most, because I am selfless; I joined the army and understood the soldiers best because of dedication. Personally, I have no merit, but I have done my job, that is, I have done my duty. From the comrades around me, I saw and felt the temperament of the soldiers. Their deeds often bring tears to my eyes. Of course, the cause of soldiers is great, but the work of each soldier is concrete, even trivial, and it may be day after day. But it is in these ordinary, trivial, trivial and even repetitive jobs that every soldier undertakes his own responsibility for national defense and makes selfless and regretless contributions. I will never forget Lu Shaohua, the squad leader of my new recruits company. He has a very good physical fitness. He won the first place in the five-kilometer long-distance race for three years in a row. He is very strict with me and his criticism is very severe, but he covers the recruits every night. On my first day in the army, when I learned that I was a student of Peking University, I also reported that I was afraid that I would not be able to take it with me, and I would be "retired" back. Later, I saw that my work was ok, and my understanding of obedience seemed to be better than that of other soldiers. I quickly recognized it and recommended me as the vice squad leader within a few days. Our battalion commander is Dong Hui, who is an "excellent commanding officer of the whole army". Comrades privately said he was Dong Hui Dong Hui,Know everything and know everything. He is a professional soldier whom I admire very much. I have never seen his eyes blurred or his spirits depressed. There is a squad leader named Peng Qingfang in the launch camp. He donates blood all the year round in the resident, and has helped many out-of-school children in obscurity. Last year, he was nominated as "Top Ten Outstanding Young People" by the resident. A second-phase petty officer in the car company was an orphan, but when he learned that a child in the station was out of school, he paid 30 thousand yuan to buy him education insurance. He said that he met many good people and wanted to be a good person himself. In the army, there are actually many soldiers like him. Although he has a low salary and a meager salary, he has no vigorous deeds, but he has a kind and even noble heart, which adds luster to the soldiers. I am often infected and moved by these people and things around me. In the past two years since I joined the army, under the training and education of organizations at all levels, I feel that I have changed greatly compared with before I joined the army. First, the collective consciousness has been enhanced. In the past two years in the military camp, I have learned another truth, that is, without the organization and the collective, the word "self" is impossible to talk about, especially for the missile force, and there is no lonely hero. If there is no organization and cooperation between comrades-in-arms, let alone combat effectiveness, even tents can’t be set up, and basic life can’t be guaranteed. Second, perseverance is tenacious. I don’t think it needs too much explanation. Third, the friendship between comrades-in-arms has deepened. In addition to family ties, the deepest friendship is the friendship of comrades-in-arms, and the brotherly friendship is the most profound interpretation. Although we didn’t risk our lives together,But we are groping together, splashing our youth and sweat together. I also saw the critical moment, and my comrades gave their lives to save each other. Looking back on this course, my growth really benefited from the training of organizations at all levels and the care of the heads, otherwise, the individual would accomplish nothing. There are more and more college soldiers joining the army now. In our brigade and our base, there are many soldiers like me who are older than my soldiers and have made great contributions. After the training of the army, everyone is playing an increasingly important role in their respective posts. I am one of the ordinary people. In some ways, I’m even worse than them. Therefore, I feel that I am just a medium, a representative, and today I only convey the understanding of a soldier.


    Gong Linmeng, editor of Xinhuanet Military Channel: You are a squad leader at Peking University and now you are a squad leader. What do you think is the difference between being a squad leader at Peking University and being a squad leader in a military camp?


    Gao Ming: I feel that being a monitor at Peking University is to provide services, summarize the opinions of my classmates and provide a stage for everyone to play a role. The squad leader of the army must first carry out the intention of the superior, bring a good class and bring out the fighting capacity. Lead the whole class to complete various tasks assigned by superiors. There are different ways of taking classes and thinking modes, and the most important thing is different goals.


    Gong Linmeng: Did you encounter any thorny and difficult problems when you were a squad leader in the army?


    Gao Ming: It doesn’t seem to be quite tricky. But I have encountered the same problems as other monitor. For example, when I first became a monitor, all the students in the class were soldiers of the same year, and everyone was a little unconvinced. This is the same as being a monitor at a local level. Prestige is established by ourselves, especially in the army, and we should show our excellent military quality and the accomplishment of convincing everyone.


    Cao Hongyan, chief reporter of the Military Department of Economic Daily: The material said that the army that initially asked you to go to Tianjin, how did you choose to come to the Second Artillery? What is the basis for the choice?


    Gao Ming: Leadership is still about what I mean. At that time, the comrades in charge of dividing troops said that Tianjin was relatively close and the information was relatively smooth, which was beneficial to learning. But I think, since you are a soldier, you should be a soldier wholeheartedly, and you can put your study aside for a while. At that time, there were two considerations. One was to go to a farther place. In addition, the Second Artillery Corps was a high-tech force and had a natural sense of closeness. At that time, I didn’t know much about the important position and role of the Second Artillery Corps, but I studied international relations. We often talked about deterrence theory and peaceful rise (now called peaceful development), all of which required deterrence. It was only after I arrived in the army that I realized that the most important strategic deterrent of our country was the strategic missile force, and this position and role might become more and more important. This is a basic judgment.


    Cao Hongyan: Seeing a lot of things you wrote, I feel that the traditional culture of China has greatly influenced you. What do you think is your ideal in life?


    Gao Ming: First, you should live a meaningful life. To paraphrase: When you look back, you won’t be ashamed of being mediocre. Second, be a useful person and do your job well.


    Li Zhengping, director of the Military Department of Economic Daily: Have you ever thought about becoming a professional soldier?


    Gao Ming: I’m still considering it. I’m going to do my job well now and finish my studies when I get back, so I’ll think about it. There are still two years before I graduate, so it is not so easy to make a lifelong decision.


    Wu Tianmin, head of the Science and Technology Group of the Military Department of the People’s Liberation Army Daily: I want to check some things, that is, I have seen many allusions in your article, and I am very familiar with Li Sao and The Analects of Confucius, so I want to ask you which sentence in The Analects of Confucius you like best? Which one do you like best?


    Gao Ming: In The Analects of Confucius, "Don’t do to others what you don’t want others to do to you", "If you want to establish yourself, you will establish yourself, and if you want to achieve it, you will achieve it" and "I don’t know my life, I don’t think I am a gentleman". "Li Sao", "I am also good at my heart. Although I died nine times, I still have no regrets."


    Yuan Jianda, Deputy Director of the Domestic Political Department of People’s Daily: There are so many reporters coming to interview you today, and the leaders of the Second Artillery Corps also attach great importance to you. You are a very young student and soldier now, and the road ahead is very long. Through this interview, you will probably become a national celebrity one day. If that happens, how will you face life, work and these people and things?


    Gao Ming: Four words, as always. Keep a normal heart, on the one hand, you can’t be proud, on the other hand, you can’t give yourself too much pressure.


    Zhang Chunming, editor of China Education News Center: When did you first establish your prestige? In what way?


    Gao Ming: This is a process of gradual change. The squad leader exercises power on behalf of the first-level organization. Even if he is not convinced for a while, the order must be carried out. Later, people gradually agreed with you and followed you in their hearts.


    Zhang Chunming: What was your proudest thing in the military camp?


    Gao Ming: I once participated in a physical competition with a company of other battalions. On behalf of us, I won the first place in 5 kilometers in a row and won a bottle of coke (laughter).


    Tian Shijia, a reporter from CCTV International Website: You want to make some contributions to the army. Why do you choose this way instead of joining the army as an officer after graduating from college?


    Gao Ming: It is a career choice for an officer to come in, and it is very different to perform military service. I have such an opportunity now and don’t want to wait until later.


    Tian Shijia: From the materials, you were criticized for "waiting" and oversleeping. For you, in the face of such a big gap, don’t you have the idea of backing out once?


    Gao Ming: No, I won’t make the same mistake twice. Wait only once, and overslept only once.


    Liu Haimei, deputy director of the news department of People’s Daily Online: After you joined the army, did you have any major ideological fluctuations, touches and emotional changes?


    Gao Ming: Not in a big way. The management style of the troops has been expected and can be adapted. What we do is all concrete work.


    Liu Haimei: Why didn’t you take the military school when you were in college? Not "seeking benevolence"? Do you want to be a short-term "guest" when you join the army now, or do you want to make long-term plans?


    Gao Ming: Having a dream does not mean that you must be a professional soldier. Officers are a career choice, and conscripts do their duty.


    Yu Guoying, military director of Guangming Daily: You are now pushed to a position where college students serve the country from the army, but do you know that you have this responsibility by being a model? For example, others have been professional soldiers all their lives because of your influence, and they feel cheated by you, saying that they have been influenced by you to become soldiers, but you have gone to earn a lot of money. Don’t you think that you will owe others something?


    Gao Ming: I think this is "seeking benevolence and getting benevolence". You should figure out what you want. For example, I came to the army for military service, and I am satisfied to have a history of being a soldier in my life. If I became a businessman for money, and then made a lot of money, it is also "benevolence" and I should not regret it.


    Yu Guoying: After more than a year’s practice, what do you think the army needs to change most if it is to attract millions of college students to join the army?


    Gao Ming: The troops that should be changed are gradually changing now. The internal environment of the military camp, the thinking of cultivating college students, the treatment of soldiers, etc., are all developing in a good direction. For example, the army is very civilized, the leaders are very enlightened and the material and cultural life is very rich, which is beyond my imagination before I came to the army.


    Yu Guoying: You are now 22 years old and have been a soldier for more than a year. You have neither shed blood nor made meritorious deeds. But why promote you? Frankly speaking, army building needs such high-quality talents too much. Everyone is very happy that you have taken this step, but we are worried that we will "flash our backs" because of you. We enthusiastically publicized you, and the leaders enthusiastically trained you. In the end, you earned money. Will people say that you are brilliant? Took a shortcut. How do you explain it?


    Gao Ming: No matter what happens, everyone will have ideas, but we should look on the bright side. Doing business not only creates wealth for society, but also contributes to society. I think heroes in the field of economic construction are also heroes. Yu Guoying: To be honest, I have often told my daughter about you recently. I said that Gao Ming worked as a soldier from Peking University to the Second Artillery Corps for two years. The Second Artillery Corps had a good environment. He did a good job. He became famous with gold plating. He didn’t take the military school exam and will retire to Peking University to continue his studies at the end of the year, but it is very likely that he will not return to the army after graduation. What do you think of this?


    Gao Ming: I feel that you have passed on the idea that you haven’t changed to the next generation. Let me give you a suggestion. You tell your daughter that when she was in Gaoming University, she chose to join the army and did her duty for two years. After taking off her military uniform, she returned to Peking University with the experience of the army, or went into the society.


    Zhang Xuanjie, president of the Second Artillery Branch of Xinhua News Agency, said: What influence did you have on their thoughts and behaviors during your association with Peking University students in the past year and a half?


    Gao Ming: I feel that my classmates are beginning to pay attention to all kinds of information about the army, and pay more attention to what state it is to build an information-based army, what kind of thinking mode the soldiers in the army are, and what work the army is doing.


    Dai Tianrong, director of the Pictorial Department of the People’s Liberation Army Daily: Do you think it is necessary for the growth of young people to interrupt their studies for two years and join the army, or to exercise in a difficult environment?


    Gao Ming: Actually, they are complementary. Even if the improper professional soldier returns to the society, the training and exercise of the army will play an active role in the society, and the exercise he receives in the army will affect him all his life. From its own image, it can make up for some defects, such as ideals and beliefs, character, will, physique, and so on.


    Yuan Jianda, deputy director of the domestic political department of People’s Daily: Do you have any good suggestions for our news unit to publicize? We want to hear it.


    Gao Ming: Seeking truth from facts, there are three things to say and two things to say, but not three things to say and four things to say. Young people should be encouraged to have a positive and enterprising attitude.


    Ma Changbo, reporter of Southern Weekend: I talked with your teacher at Peking University at noon. I heard that you were a person who liked to argue and convince others when you were in college. I wonder if you are still like this after you joined the army?


    Gao Ming: I don’t like persuading people as much as I used to, because after all, the army has its own rules and style, and it still emphasizes obedience. I think obedience is a soldier’s bounden duty and doesn’t need too many reasons.


    Ma Changbo: I am the "post-80 s" generation like you. I really want to know: 1. To what extent do you think you can influence your peers? 2, you like to mention "responsibility", and there are words such as "glory" and "dream". I wonder if you ever doubted your yearning and only regarded it as an impulse when you were young? 3. What people care about is not only what you can learn in the army, but also what changes you or the college soldiers you represent can bring to this army.


    Gao Ming: As for the first point, I said that I am just an ordinary soldier, and I am very small. I really can’t say whether it will affect everyone or to what extent. Regarding the second point, the words "responsibility" I use are a true reflection of my heart, not on impulse, but on the contrary, I have never doubted or wavered in my ideals and choices. Regarding the third point, if the soldiers at the grass-roots level can have enough basic knowledge reserves, then the training time can be greatly reduced and the combat effectiveness can be greatly improved.


    Ma Changbo: Now I think that when your former classmates graduate, they may call you and tell you where they are going to work. What do you think when you get the news? Will there be some ideological fluctuations?


    Gao Ming: I expected this two years ago, and there will be gains and losses. When I went back to school, a classmate took my hand and said that when he graduated, his annual salary was 200 thousand to 300 thousand, but I only had a few thousand dollars a year. But since I chose to come to the army, I took this result into account. In addition, my work experience in the army in the past two years is very valuable. In my life, money can’t buy it.


    Ma Changbo: Maybe you are the focus of everyone’s concern now. Many people regard you as a new star and look at you from a distance, but after watching it, they will watch it. Then everyone will disperse and be calm, or you will be completely forgotten in a few years. Do you think you will be lost?


    Gao Ming: I feel that I have no reason to be remembered by everyone. I have a clear understanding of promoting me, just like someone mentioned how a student of Peking University is, which does not prove people’s evaluation of him now, but only expects that he may make efforts or make achievements that are impressive by everyone. If we see this clearly, then Peking University students have nothing to be proud of.


    Ma Changbo: Ask a relatively easy question. Have you ever been in love? I think this is a sign to judge whether a person’s mind is mature or not.


    Gao Ming: What is a relationship? Does it count to secretly like it? I like a girl very much in my heart, but I don’t know why I haven’t caught up with her for so long. (Applause) Liu Yuehui, deputy director of the Economic Department of China Women’s Daily: Love is an urgent thing. You should not only dare to bear it, but also enjoy it. When it comes, it will come. Take advantage of it! (Applause)


    Gao Ming: Thank you!


    Li Zhengping, director of the military department of Economic Daily: You said that you went to many places when you were in college. Where did the travel expenses come from?


    Gao Ming: I earned it by working. In Beijing, it is relatively easy for Peking University students to earn money by working. We basically work on weekends and go out on holidays.


    Sun Jie, editor of china national radio Military Propaganda Center: In your mind, what aspect do alumni pay most attention to you?


    Gao Ming: My military uniform (laughter).


    Xue Shunyao, editor-in-chief of Life of the People’s Liberation Army: What influence does your family background have on your personality and psychology?


    Gao Ming: A peaceful mind. My family is poor, so I have to find a way to solve any difficulties myself. I am the eldest son and grandson, and I have been more independent since I was a child, which is one of the reasons why I talk about "responsibility" more.


    Xue Shunyao: Does the gap between the rich and the poor have a great influence on college students? Is there discrimination against poor students in universities?


    Gao Ming: I didn’t feel such a thing at Peking University. What everyone cares about is a person’s accomplishment, not his family background.


    Xu Yanguo, Director of the Ideological and Political Department of the Department of Ideological and Political Affairs of the Ministry of Education: Only when college students know more about the national conditions, society and reality can they further clarify their life direction and goals, because they are also trained in these jobs. I think Gao Ming spoke very well just now. In fact, several issues like what he said are also the breakthrough points of this publicity. In the past, what we were most afraid of was artificially raising the standard. Often, the living model didn’t dare to publicize, and all the propaganda was sacrificial and very reliable (laughter). As a soldier, Gao Ming is not necessarily the most prominent student. The reason why he became our propaganda object is mainly because he is a college soldier. During these two years, he got exercise through living in a military camp, and at the same time he fulfilled his personal ideal dream, which is also the difference between him and ordinary college students. We publicize the "brilliant phenomenon", that is, to tell everyone that the army is a broad and promising stage, which can train people to make achievements. When college students enter the military camp, they bring vitality and vitality to the army, which greatly promotes the construction of the whole army, thus attracting more students who are interested in it to enter the military camp and contribute to national defense construction. On the other hand, the brilliant experience also brings some enlightenment and thoughts to all college students: how to plan their own lives and what kind of life path to take? Is it true that if I study hard for four years, I can naturally become a talent? How to combine one’s own personal pursuit, the improvement of one’s academic level with one’s own moral pursuit and the improvement of comprehensive quality,Improve and improve yourself in all directions? (The full text is compiled according to Gao Ming’s record of answering reporters’ questions)


Editor: Tian Shijia

Comment on the chaos of "rice circle"

  Recently, the entertainment circle has concentrated on the chaos of right and wrong, beauty and ugliness, and distorted values. The stars involved have crossed the legal bottom line, deviated from public order and good customs, violated professional ethics, and hurt national feelings, causing strong dissatisfaction from all walks of life. In response to the noise and chaos, literary critics have voiced their voices, clarified their views, analyzed the reasons, and cleared up the source.

  Don’t be crazy about "rice circles"

  Li Mingquan, Vice Chairman of Chinese Literary Critics Association and Chairman of Sichuan Literary Critics Association.

  Idol worship of "rice circle" fans is emotional projection and showing off when their personality is still growing. When this "pink state" reaches "ashes", they will lose themselves and give up their opinions. This is like opening the Pandora’s Box. Once the psychological trauma of the virtual world is brought into real life, this confusion will inevitably hurt and impact the function and order of civilized society.

  The openness and concealment of the Internet make fans see the projection or even illusion of self-value choice, attaching and integrating all subjective pursuits and beauty into idols. This borderless irrationality of "mirror illusion narcissism" often regards the hairstyle, earrings, standing posture and voice of those "sissies" as templates for praise and imitation. The madness in the "rice circle" should be stopped!

  It is imperative to break the "circle" by net "rice"

  Wei Hong, director of China Literary Critics Association, vice chairman and secretary general of Chongqing Literary Critics Association.

  Celebrity circle powder, the world idolize, has existed since ancient times, which is not only the normal state in the world, but also the human nature. Duke Zhou vomited, Luoyang paper was expensive, and Wei Jun was killed, and so on. The light of thought, the fragrance of virtue, the talent of literature and art, and the beauty of figure … often become the highlights that the world yearns for. These characteristics are the external manifestations of truth, goodness and beauty in human society, which nourish people’s spiritual Yuan Ye and enrich people’s spiritual world. However, the sword has two edges, and things are pregnant with two poles. If anything is not kept at a reasonable degree, it is often counterproductive.

  Recently, the frequent cases of violation of law and discipline, loss of morality and anomie in the entertainment industry are really shocking and have to be vigilant. It is not only the need of the times, but also the hope of the people to establish a healthy relationship between stars and fans and create a good performing arts ecology. For art, only the purer it is, the more sincere it is; Only the more sincere, the more valuable.

  Performing arts should be beautiful and moral.

  Li Zhenlin, Dean, Professor and Doctoral Supervisor of Shanghai Theatre Academy Film Academy.

  Performing arts is a beautiful career, but the entertainment industry can’t do ugly things in the name of beauty. The profit-seeking behavior of entertainment capital pushes the star economy into a situation that deviates from industry common sense and ethics. The so-called top stars are striving for money every day. For the sake of schedule work, they have "body replacement" and "hand replacement", and the line "1234" is used instead, and their personality is arrogant and inflated. Performing arts is a moral cause, and immoral things must not be sustainable. In recent years, the chaos in the entertainment industry has already broken through the bottom line of public order and good customs, touched the bottom line of social fairness, and endangered the bottom line of core values and national cultural security. It needs serious consideration by the whole society, and the state authorities should take it seriously and "punch" it.

  "Flow" of "Rollover":Although he has become famous, he is not an adult!

  Dai Qing, professor and doctoral supervisor of China Communication University, director of China Literary Critics Association and secretary-general of the Audiovisual Art Committee.

  In recent years, some "flow" stars have repeatedly "overturned", which has become a dissonance in the current healthy and fresh cultural environment. The emergence of "flow" stars is inseparable from entertainment capital, fan groups and other promoters. The appearance condition of the "flow" star is the priority factor, which implies the biased values of popular culture such as "Yan value worship" and "Yan is justice".

  "Traffic" also needs the blessing of professional skills. "Flows" are young and famous, lack of social experience and poor family guidance, which may make them congenitally deficient in civic literacy, equality awareness, humanistic feelings and professional ethics. Although famous, it is far from "adult"! The rice circle without rational constraints is like a flood that burst its banks, which not only makes fans lose themselves, but also makes the "flow" get carried away and do whatever they want, and sooner or later "roll over".

  "Flow" should have the role of "flow", and it is necessary to become an adult and constantly improve self-cultivation before it can become a star of the times with positive influence.

  A cure for "brain-dead idols"

  Hu Haidi, doctor of literature, deputy editor, director of the research and development center for literary and artistic creation of Liaoning College of Literature.

  If fans are a little silly, they will be called "brain powder". The idol that fans chase is stupid, should it be called "brain-damaged idol"? Put in Didi Wei’s cola, and it will be poisoned if you drink it; Flying at high altitude without a parachute will break into patties. In this world, there is a kind of stupidity that is afraid of nothing, cherishes nothing and dares to do anything. I feel sorry for some people. Beautiful, Shuai Shuai’s, some talents, also have the opportunity to play, but just don’t learn well. Those who abandon their own children, take drugs, cheat, spoil others’ girls and daughters-in-law, and have no feelings for their own country and people … Isn’t it the stupidest behavior in the world to destroy natural endowments and acquired opportunities because of the lack of minimum moral self-discipline?

  "Idol" is not only an idol in face shape, singing and dancing, but also an idol in morality. In fact, we don’t expect the entertainment circle to become a moral model, but we can’t let it become a distribution center for moral anomie! Confucius said, "It is rare to miss an appointment." The word "about" is a good medicine to cure all "brain-dead idols".

  The chaos of "rice circle": we should not just "seal it off", but guide "three views"

  Sun Jiashan, associate researcher of Chinese Academy of Art, member of Chinese Literary Critics Association, and 2021 signing critic of Beijing Federation of Literary and Art Circles.

  In the era of mobile internet, specific groups with specific interests are gathered together through virtual space, and most of them also have public expression demands. However, in the process of expression, everyone must consider various factors of public communication, be responsible for their own speech, and not infringe on the most basic values, emotions and moral norms of our society. Especially in our modern history, there are some shameful and painful historical memories that are the bottom line of national feelings that we can’t offend.

  Faced with these fan groups with specific interests and demands, we should strengthen the guidance of "three views" instead of "one letter". We need to make great efforts to guide young fans to fully analyze and recognize the contemporary generation of cultural phenomena such as "love beans" and "rice circles". The vast number of performing arts practitioners must strengthen their study and raise their awareness, and they must not be vague or waver in the face of national justice. These are the basic problems that China must face for a long time in the process of perfecting and improving its cultural governance capacity and modernizing its cultural governance system, and they are also a big test for our cultural governance capacity and governance system in the era of mobile Internet.

  Let fans be the power to flip.


  Lin Wei, Dean, Associate Professor and Doctoral Supervisor of Film and Television Arts and New Media Studies, Zhejiang University.

  In recent years, traffic stars frequently "roll over", and pathological fans often "show their eyes", making "rice circle" a "dilemma" topic. People in the circle enjoy it and value it by accompanying idols; "Outsiders" are hard to understand, and they want to get rid of them quickly. Some people say that fans are mostly students, their minds are immature, and their ability to distinguish between right and wrong is easy to be defeated under the aura of "love beans" (the transliteration of English idol), so the prescription should be opened in social and school aesthetic education; Others believe that it is important to supervise artists and emphasize the duties and obligations of public figures; It is also suggested that the platform should be standardized to avoid the "algorithm black box" induced rescue behavior and star-making mode.

  Today, the public no longer has a strange vision of demonizing the phenomenon of "idolize", and the fans have a high degree of self-identity. In the context of "young people dominate the internet", it is a path to subdivide their emotional identity and value demands from the inside of the fan community, cultivate necessary opinion leaders in the fan community, develop standardized community operation mechanism, and unite the "rice circle" under the correct values and identity, which not only avoids the "flow harvest" of capital, but also positively promotes the cultural consumption of the domestic entertainment industry.

  Say goodbye to "captivity" and break through the predicament

  Zhao Yi, Associate Professor, School of Film and Television Media, Shanghai Normal University.

  The "rice circle" culture is the product of fan economy and idol industry in the era of flow capital. Fan economy is built around the active consumption behavior of specific cultural products, and sometimes so-called fan works are created; The idol industry has established a virtual nurturing relationship with a high degree of identity through the emotional and material support of fans. With the empowerment of new media technology, the two forms a two-way circulation system of cultural production and consumption, which becomes a creative force to feed back cultural production.

  However, in line with the idea of short-term realization of traffic economy and the trend of stratification under algorithm culture, Internet culture is increasingly showing polarization of views and "long tail effect". Entertainment capital often provokes fans to oppose each other, while idols are mass-produced by "shortcut keys" such as "people set" and "CP"; As the word "rice circle" implies, fans have become the object of "captive" and the closed community of "enclosure and self-sprouting".

  Therefore, the chaos of "rice circles" cannot be simply attributed to the "brainlessness" of fans. It is the extreme expression of the current network culture dilemma. The key to governance is to guide the entertainment industry out of the extensive development path supported by the flow economy.

  Anomie is the norm, and out of control must be controlled.

  Zhang Lingyun, director of overall planning of CCTV Media+Studio, editor-in-chief of Guanghua Ruiping, and a student of the second national training class on new media for literary criticism.

  "People should be beautiful in everything, including appearance, clothes, soul and thoughts." In Chekhov’s play Uncle Vanya, this line of the protagonist seems to express the expectations of ordinary people for "idols". Ordinary people need "idols" and need to use the light of "idols" to illuminate ordinary life and make life and life more glorious and meaningful. It can be said that fans and idols constitute a set of aesthetic relations, bearing the social responsibility closely related to the ethos of the times.

  However, when idols can’t bear the social responsibility they deserve, and fans can’t form a positive value flow in line with the spirit of the times, the network aesthetic utopia they jointly construct has been deformed. It is imperative to establish norms for "idols" and guide "rice circles", and it is time for all relevant fields and industries to be refined in management!

  "Flow first" is a disaster, and "creating money" is too deformed.

  Xu Ying, editor of the Art Criticism Department of the Literary and Art Newspaper, member of the Beijing Association of Literary and Art Critics, and doctoral student of the School of Art and Media of Beijing Normal University.

  Recently, Wenyi Bao has organized and distributed three articles (see three special editions: focus, fans, governance) to discuss the crux of the chaos in rice circles, and pointed out that the capital monopoly and the thinking paradigm of "flow first" are profound disasters. This way of violating the law of artistic production does great harm to film and television creation itself. Fans of rice circles put pressure on the producers of film and television dramas through cyber violence, and with the connivance of the platform, the hard-working film and television drama creators were chilled, but they dared not speak out. The opinions of rice circle fans have been deeply involved in the whole process of film and television creation, and the short-sighted and profitable mentality has further promoted the abnormal production mode of looking at "money" rather than "front": the IP adaptation of the previous topic was based on traffic theory, and the drama was rampant; Mid-term creative flow stars pay high salaries to squeeze other creative inputs, cut and even act according to the preferences of rice circle fans; Later, the falsification of publicity data and the hot search list adversely affect the production and distribution decisions … The industry needs more pragmatism and transcendence, and workers need more self-knowledge, introspection, self-discipline and self-consciousness.

  Put a rest on "data star making"

  Chen Junchi, director of the planning department of Jiangsu Art Fund Management Center, was a student of the first national new media backbone training class on literary criticism.

  The frequent appearance of immoral artists in the entertainment circle has aroused strong public indignation. Seeing him rise from a tall building, seeing him entertain guests, and seeing his building collapse. In the data star-making, fans spend money to buy voting opportunities, turning milk drinks into "milk tickets", which gives birth to a "milk ticket" industrial chain. Some people specialize in buying milk, some people specialize in pouring milk, and some people specialize in collecting "milk tickets". The scandal of "pouring milk to vote" appeared. Wu Mou Fan’s private life scandal was exposed on the Internet as early as two or three years ago, but in the end, Wu Mou Fan was safe. This is inseparable from the support of capital and platform, which not only encourages Wu Mou Fan’s arrogance, but also extends his talons to other victims. At the same time, capital and platform are also attacked and caught off guard. Data stars form a closed loop, and the soil of immoral artists is produced.

  In the face of fake traffic, some high-quality literary and artistic works appear to be "niche"; Some artists who have strength, acting skills and artistic morality but disdain hype are "unpopular". How to make the data star-making system collapse? Need to think systematically.

  The collective trampling on the correct values by artists’ immoral refraction.

  Wang Xiaofang works for Beijing Radio, Film and Television Research Center.

  Faced with the vast number of fans, top traffic and huge capital, artists and the brokerage groups behind them have lost their learning and persistence in correct values. Facing the collective trampling of correct values, artists, performing arts companies, industries and even the whole society and individuals need to make multi-level reflections.

China enterprise Wan Feng Science and Technology acquired American industrial robot company Paslin.

  Xinhua News Agency, Warren, USA, April 18th (Reporter Shao Li Xu Jing) Zhejiang, China Wan Feng Science and Technology Development Co., Ltd. officially handed over Paslin, an American welding robot application system service provider, which was acquired at a cost of US$ 302 million in Warren, Michigan, USA on the 18th.

  The representative of the purchaser from Wan Feng said that Wan Feng bought Paslin at a high price of US$ 302 million, with the goal of becoming a global leader in welding robot integration system.

  Wu Jinhua, Chairman of Wan Feng Science and Technology, said in an interview that Paslin has accumulated top-level technology and customer base in the field of welding automation in North America. This acquisition will not only help Paslin achieve global development, but also enhance the competitiveness of industrial robot system integration products in Wan Feng and open up the upstream and downstream industrial chain of Wan Feng Science and Technology from robot ontology to large-scale robot system integration.

  According to the International Federation of Robotics data, in 2014, the sales volume of industrial robots in China has reached 57,000 units, accounting for about a quarter of the total global sales. Since 2013, China has continuously won the largest industrial robot market in the world.

  According to reports, the use of industrial robots is mostly concentrated in the automobile industry. Globally, the application of automobile industry accounts for about 40% of the total industrial robots; In China, it accounts for 70%. However, due to the restriction of core technology, it is difficult for industrial robots developed and manufactured by China enterprises to enter automobile enterprises, and the automobile industrial robot market is still monopolized by foreign enterprises.

  Founded in 1937 and headquartered in Warren City, Paslin Company is a leading international welding robot application system service provider, providing automation system solutions for North American automobile industry and heavy industry production, including the three major American automobile companies.

  Wan Feng Science and Technology Development Co., Ltd. is a private enterprise group in Zhejiang — — A subsidiary of Wan Feng Jinyuan Holding Group, which focuses on financial investment and robot intelligent equipment manufacturing. (End)

Carnival is coming soon! "slam dunk master" exposed the ultimate forecast of the five tigers assembly in northern Hunan


1905 movie network news The classic IP movies belonging to generations of youthful memories will be released nationwide at 0: 00 on April 20, and a national blood carnival is about to start. A few days ago, the film released the final preview, uncovering the story behind Miyagi Ryota, and warming up for the peak of the national competition against Shanwang in northern Hunan. The film’s recent premiere ended successfully, and its word-of-mouth and popularity exploded. It was praised by the media as "thanks to" Slam Dunk Master "for giving us all a youthful dream". There are only three days left before the release, and the national carnival is about to start, and we will dream of youth together!


On the field, the five tigers in northern Hunan are fully fired, and their personal growth is described in detail. 


In the final preview of the film’s exposure, all the five tigers in northern Hunan assembled after 27 years and stood on the field with great momentum. The phrase "We can do it" dragged everyone’s memories back to their youth. Although they reunited with Slam Dunk Master after a long separation, they were immediately infected by the atmosphere and took the initiative to cheer for northern Hunan, as if they were active in the hearts of the audience and never left. The battle between Xiangbei and Shanwang officially kicked off the national competition, which was a very wonderful confrontation in the schedule. The audience had already rushed to the cinema to watch the game on time at zero.


In addition to restoring the wonderful national competition, the film also reveals the personal growth story of the five tigers in northern Hunan, and carefully analyzes everyone’s heart. The brand-new personal story line allows the audience to further deepen their understanding of the basketball team in northern Hunan. Whether Miyagi Ryota and Mitsui Hisashi, who used to be problem of juvenile, Rukawa Kaede, who is determined to become the No.1 senior high school student in Japan, Hanamichi Sakuragi, who is called a secret weapon by coach Anxi, or Akagi Takenori, who dreams of dominating the whole country, all of them have deeply explored their hearts in the film and grown into stronger themselves. The more frustrated and brave they are, the more they have inspired countless audiences.


The popularity of the premiere was overwhelming, and it was praised by the media to give a dream to youth.


The premiere of the movie "Slam Dunk Master" was successfully held in Qiu Debao Gymnasium, Peking University. 4,000 spectators were immersed in the game. The 27-meter-long CINITY giant screen presented the ultimate audio-visual experience to everyone, and the continuous cheers and applause from the audience were the best proof. Two generations of voice actors on the same stage let the audience call out "youth comes back as soon as they open their mouths", and it is this top voice lineup that presents such an excellent Mandarin film.


The media and film critics praised the spontaneous call of the film, saying that "a large-scale memory killing of young people with blood regardless of gender instantly penetrated the post-80 s and post-90 s groups", "the game was hearty, and the immersion did not lose the real-life movie" and "the dubbing was too top, and the sense of music rhythm and the intense breathing in the game were constantly intertwined". The film is perfect in terms of emotional memories, game presentation and audio-visual effects.


The movie "Slam Dunk Master" will be shown in the national cinema at 0: 00 on April 20th. This is the only chance to make up for the regret of youth. Let’s meet in the cinema and have a carnival together!


BMW executives watched domestic Benda, Liao 700Pro and others appear at this Beijing Motor Show.

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At the 2024 Beijing International Motor Show, the Benda booth was surrounded by a group of BMW executives. The models we watched are the newly released Liao 700Pro and other new cars on the booth. Let’s also see why the new Benda car allows these executives to observe it carefully.

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The newly released Liao 700Pro is exactly the same as the old model, and it still has super high recognition. But it has hidden mystery, and foldable electro-optic wings are hidden on both sides of the fuel tank.

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When it unfolds slowly, it can definitely become the focus of the surrounding riders, and the special effects are directly filled.

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In terms of practicality, this electro-optical wing spotlight can also provide a larger irradiation area, which can escort riding at night. The most important thing is that this is the original factory configuration and can not be illegally modified.

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Liao 700Pro has also been upgraded in configuration, equipped with Yunchi dual-cavity airbag for shock absorption, so that the seat height can be adjusted from 650 to 730mm to adapt to knights of different heights, and it can also adjust the hardness to cope with different road conditions, thus providing a comfortable driving experience. The front shock absorption is KYB adjustable inverted shock absorption, and this KYB front shock absorption performance is also excellent in the previous test drive.

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The power is still the 680cc inline four-cylinder engine, with the maximum power of 69kW/11000rpm and the maximum torque of 63 N m/8500 rpm. The combination of this four-cylinder engine and the cruise car can give you a different driving experience. This engine is an early four-cylinder model in China. After the market test in recent years and the optimization of Benda, its performance and stability have been improved to some extent.

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The kerb quality remains at 235kg. You should know that Liao 700pro has increased airbag shock absorption and electro-optic wing spotlights. According to common sense, the weight should increase, but the kerb quality remains the same, which means that Benda must have lightened other parts. The most likely part to lose weight should be its all-aluminum integrated die-casting frame.

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The front Brembo straight-bolt caliper with double floating discs and the rear Brembo single-piston caliper with single disc are used for braking. This braking system can handle 235kg curb weight and this power. At the same time, dual-channel ABS is also standard, but unexpectedly TCS did not see it.

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Motorcycle intelligent system is the follow-up trend. Liao 700Pro is also equipped with BCD intelligent car networking system, through which the detailed information of vehicles can be mastered, and the man-machine interaction function can be realized through the brand-new TFT instrument.

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Judging from the power unit and vehicle configuration of Liao 700pro, it is more suitable for long-distance straight-line attack, and the fierce curve is not its home. However, compared with the old 310mm rear wheel width, the Pro version of the 300mm rear wheel can improve some control flexibility. Although the flexibility has been improved, don’t expect too much. The most suitable gameplay for him is comfortable straight-line cruising. With the four-cylinder high-speed output and the front stamping air intake, straight-line oil supply will become a very cool thing.

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In addition to the brand-new Liao 700Pro, Benda also unveiled the infinitely variable speed Jinjila 550CVT ACE. I think Benda’s vehicle shape design is once again at the forefront of domestic counterparts.

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Headlights are designed with circular hollowing out, which not only retains the retro charm, but also takes into account the elements of modern fashion.

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The most important thing is the power system, which has no clutch on the left handlebar. According to the field data of Benda, this CVT technology originated from Benda Gong’s patent to upgrade all-terrain vehicles. The application scope covers the power platform of 250 to 600cc. Simply speaking, this CVT has the characteristics of high efficiency, long life and quieter. After being combined with a motorcycle, it can greatly reduce the difficulty of control, and novices can ride with peace of mind, and they are no longer afraid to start and kill the car.

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Napoleon 250, which was released not long ago, is also the focus of riders’ attention. With the suggested retail price of 18,380 yuan, it is still very attractive to have such a cruise car with high value and high recognition.

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The overall appearance adopts BOBBER style design, and the original mechanical sense is very strong, and the round headlights at the front are the finishing touch.

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The shock absorption of Napoleon 250 is unique. The front suspension is composed of conventional shock absorption plus multi-link structure and external spring. Let’s not talk about the shock absorption effect of this set, because we haven’t tried it. But in terms of appearance, it is still very attractive.

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The design of the rear suspension is also brilliant. From a distance, it is a classic hard-tail structure. From a close look, it combines the characteristics of soft tail. With the multi-link damping structure, the rear reduction stroke can be increased, thus improving comfort and stability. When I get the test drive, I must experience this brand-new form of shock absorption and share it with you.

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Although Benda is not a first-line brand in the domestic market, we can see their efforts and innovations along the way. In terms of the design of the cruise car, it can be said that it is the first-class level in China, otherwise it will not be carefully observed by BMW executives. I hope Benda will make persistent efforts to build a better motorcycle for motorcycle friends.

Aston martin V12 Speedster DBR1 official map.

  [official map of new car in car home] Recently, aston martin officially released the official map of DBR1 special edition model of its aston martin (|). The new car is to pay tribute to the champion of Le Mans 24 Hours in aston martin in 1959. There are 88 new cars in the world, and the starting price is about 950,000 US dollars (about 6.15 million yuan). The limited-edition models will be delivered in mid-2021, and the regular models will continue to accept orders.

Aston martin V12 SPEEDSTER 2021 DBR1 Edition.

  Externally, the special edition model will be able to choose the paint color of "Aston Martin Racing Green" in mint green, and at the same time, the white circle of "Clubsport White" will be painted on the front engine hood and door side of the new car. In addition, the new car will also be equipped with a helmet with the same color as the car paint, and the overall collocation will blend retro and modern atmosphere.

Aston martin V12 SPEEDSTER 2021 DBR1 Edition.

  The front grille of the new car adopts aston martin’s iconic big mouth design, and the middle net is decorated with horizontal stripes of satin silver. On the side of the car body, the car adopts the iconic Speedster body form, and uses a five-spoke 21-inch rim with central locking. Its surface is satin black, and it is machined and decorated with brushed metal.

  In the interior, the new car seat, center console, steering wheel and other places are all wrapped in chestnut brown leather, while still equipped with carbon fiber and satin brushed aluminum buttons and decorative panels. It is worth mentioning that if the user orders a DBR1 model, the driver and co-driver helmets will be standard, and the helmet color is the same as the body color.

Aston martin V12 SPEEDSTER 2021 DBR1 Edition.

  In terms of power, the special edition model is still equipped with a 5.2T twin-turbocharged V12 engine with a maximum power of 700 HP and a maximum torque of 753 Nm. In terms of transmission system, it will match the eight-speed automatic gearbox and cooperate with the rear wheel drive. Moreover, the limited slip differential will be standard on the rear axle of this model to maintain the traction of the wheels on both sides. The acceleration time from 0 to 100 km/h is about 3.4 seconds, and the top speed is 319 km/h. (Text/car home graduated)

After the rumor of Cecilia Cheung’s "three births", he first took a photo of his slim figure and beautiful legs.


1905 movie network news Recently, aroundCecilia CheungRumors of giving birth to "triplets" in secret kept on, but Cecilia Cheung didn’t respond to them. On December 15th, Cecilia Cheung took photos through social platforms and released several beautiful photos in succession. In the photo, Cecilia Cheung is dressed in black with black sunglasses, which is very cool. Black "cobweb" stockings show beautiful legs, sharp chin, slim figure, and seem to be in a good mood.

36Kr read | Epidemic Battle: On the decisive line, four strategies teach you to do a good job in explosive marketing.

The Lantern Festival has passed, and I believe everyone has had a memorable Spring Festival. Now the national enterprises are gradually returning to work, and all walks of life are more or less affected by the epidemic.

How to do a good job in products, improve performance and make up for losses has become the core proposition of all business owners, product, operation and marketing lovebirds. At this time, making, doing well and marketing an explosive product may become a sharp weapon to turn the situation around.

Mr. Kaohsiung Yong, who has more than 20 years’ experience as a product manager across the Internet and traditional industries, shared in detail the whole process and key points of making explosives in his new work "I Make Explosives in Xiaomi". Today, the editor shared the "explosive marketing" part, in order to entertain readers, expecting everyone to make and do a good job of explosive products.

1. The core of explosive marketing is transformation, and marketing that does not aim at transformation is a waste of money.

2. The core of product marketing is to re-match products with users, that is, to redefine products according to user logic.

3. The way to improve the activation rate is to let users experience the "explosion point" faster. The earlier the explosion point, the faster the transformation!

4. For every 5% increase in user retention rate, enterprise profits can be increased by 25% ~ 95%, and retaining users is an important means for enterprises to obtain profits.

No matter how good the product is, in this era, it is impossible without marketing. Objectively speaking, marketing is also an ability, and it is a very important ability. On the premise of sufficient product strength, marketing is the catalyst of explosive products, which can promote the explosion of explosive products in a short time.

Customer is king! The core of explosive marketing is users.

The explosive marketing we are going to discuss today needs to be user-centered, redefine your products according to the user group, and use the way users are used to doing traffic and transformation. The traditional mode of "the channel is king" has been gradually fading away, and various C to C (factory direct selling) and C to M modes that have emerged recently have shown that whoever owns the user, the closer he is to the user, the greater the chance.

How to stick to users without wasting money? Four strategies of product explosion marketing

Explosives marketing is more based on product level. This kind of marketing is more based on product transformation, and only the marketing that sells products is truly valuable marketing. We often say that all marketing that does not aim at transformation is a waste of money.

Since the purpose of marketing is to sell products, we will adopt the logic of e-commerce to see what kind of marketing means we need at different stages. The formula of e-commerce is:

E-commerce = flow × conversion rate × customer unit price × repurchase rate

We will launch our explosive marketing strategy from these four aspects.

Traffic marketing, in a nutshell, is to acquire users, and we call it acquiring customers. Here I will interpret how to get traffic based on the logic of explosives. Let’s look at how to do traffic marketing from three dimensions.

Products are the source and the basis of all marketing. Focusing on product marketing, we should re-match products with users and find the "explosion point" of products. The most attractive thing about your product is its core competitiveness. As long as you dig out this explosion point, your product will have a soul.

Let’s look at a classic case of finding the explosion point from the user’s point of view. In 2018, the phrase "melon seeds used cars are sold directly to the net, and there is no middleman to make the difference" is popular in major media. Why is this slogan so popular? A simple reason is to find the user explosion point-"no middleman makes the difference."

Users have always hated middlemen, and melon seeds used cars seized this explosion point and pushed their direct selling service to the market. Users were of course guided to melon seeds online. In fact, let’s seriously think about it: isn’t the melon seed used car itself a middleman? However, this is no longer important to users, who believe that Guazi.com is more honest.

When a product has an explosion point, it is easy to impress users and detonate the market. On the contrary, there is nothing wrong with some products, but it is easy to misunderstand that there is something wrong with the products if the people are positioned wrong.

In today’s era of information explosion, whoever can catch the user’s attention within 8 seconds and quickly establish the user’s knowledge of the product will have a chance to win the market. Today’s advertising language pays more attention to six words: simple, rude and effective. The core of advertising language is to convey information, which should be printed directly in the user’s heart like a seal. This kind of advertising language has two skills: grasping the product characteristics and matching the user’s concerns, and directly completing cognitive implantation; Find accurate user groups, and directly and accurately locate products and people.

Social marketing, also called social marketing, is simply marketing based on social relationships. With the rapid development of mobile Internet, there are 3 billion Internet users worldwide, among which 2.5 billion are expected to be social media users.

Social media has several distinct characteristics: more accurate target group, higher conversion rate and lower marketing cost. In the network era, consumers’ purchase of products is not only the end of one transaction, but also the beginning of another transaction, or the beginning of word-of-mouth communication. It is this word-of-mouth cycle that has made great changes in social marketing. Dentsu summarized the whole consumer behavior as AISAS model.

This model is a complete online consumer behavior model. For enterprises, we need to set corresponding marketing strategies in every link of AISAS model in order to establish a complete cycle of social marketing. Specifically, today’s social media are very rich. Wechat, Weibo, Toutiao, Tik Tok, Aauto Quicker, Zhihu, Post Bar, webcast and many vertical websites are actually social marketing platforms.

Different platforms have different attributes, so we need to choose different platforms according to different products and different marketing objectives. If you want to make a cosmetic, and hope to compete with major brands for ingredients or technological content, then Little Red Books and beautiful legends are more suitable for you. And if you want to bring goods through online celebrity, maybe Tik Tok is the best place for you.

Today, all kinds of live broadcasts in online celebrity and Tik Tok have risen rapidly, and major stars have followed suit and moved to major live broadcast platforms. At that time, online celebrity’s goods became a hot spot. Behind these goods brought by online celebrity is actually the rise of content marketing.

In 2018, the number of online celebrity with more than 1 million fans increased by 23%, and the number of online celebrity with more than 100,000 fans increased by 51%. The total population of online celebrity has exceeded one million. A huge number of online celebrity and fans have created a new economic form. The live broadcast market alone reached 45.3 billion yuan in 2017, and the market scale is expected to reach 112 billion yuan by 2020. This will be a huge market.

In online celebrity’s economy, content marketing has a high "idolize characteristic", so online celebrity people who broadcast live don’t have to tweet about the products they want to sell. They show the scene effect, such as lipstick on the mouth, jewelry on the hand and cosmetics used in the dressing room, which can all become hot commodities. Stars with the same paragraph, online celebrity with the same hot network.

Although online celebrity’s products are very popular, we should not deify online celebrity’s products. First of all, we should let our products have their own characteristics. Online celebrity products have several characteristics: eye-catching appearance, high recognition, novel functions, which are in line with the personality of young people.

In online celebrity products, scene marketing and drama marketing are especially sought after by users, and many online celebrity will associate products with daily life, such as travel and food. Directly implanting products into life situations, so that users unconsciously like these products, thus stimulating consumption, the effect is often much better than the original oral broadcast.

In addition to online celebrity, IP (intellectual property) is still a big trafficker. Especially those Marvel Comics series and Disney series, which are deeply rooted in people’s hearts, have been increasingly combined with various products and achieved good results. In this respect, Wufangzhai, once a time-honored brand, has done a very good job. Its Disney series of zongzi and Marvel Comics series of zongzi are deeply loved by children, and these two kinds of zongzi have naturally become explosive products in the zongzi industry.

In addition to this IP implantation, there is also a marketing method that is cross-border cooperation. In this regard, the cooperation between Rui ‘ao cocktail and Liushen is classic. In a Tmall national tide, Ruiao launched a toilet water-flavored cocktail, which aroused the curiosity of many young people: What would it taste like to put the cocktail in a toilet water bottle? As a result, Tmall sold 17,000 bottles of this cocktail in one minute, which was a big hit.

After we attract users, we need to activate them, that is, let users buy or use our products. Generally, we call the proportion of users who buy or use our products to the total users as the conversion rate. Conversion is a very important part of the whole user transaction process. E-commerce often mentions the conversion rate. A well-done e-commerce can achieve 5%, and a poorly done e-commerce can only achieve a few thousandths. Without conversion, no amount of traffic is meaningful.

So how can we improve the conversion rate? One of the most effective ways is to let users experience the "explosion point" quickly. Once users experience the "explosion point", it is easy to place an order and complete the conversion. In addition to allowing users to experience the explosion point faster, we also need to determine the activation path and establish a funnel report. In other words, we need to monitor the whole process of activating users to see at which stage more users are lost.

From the point of view of App, general registration is the most lost part of users. Lowering the registration threshold of users and increasing registration incentives are the most important means to improve the activation rate.

The following is a funnel model of App activation: from the graph, it can be clearly seen that registration is the most user-losing link.

How important is the user retention rate? A survey report shows that for every 5% increase in user retention rate, the profit can be increased by 25%-95%. Simply put, a large part of corporate profits come from old users.

Word-of-mouth marketing and virus marketing need to be used together. We often find that many old users like our products and they also like to recommend our products to others. However, this heat will only last for a while. So, how to continue this heat? The simplest way is viral marketing.

In fact, the process of virus marketing is relatively simple, that is, it keeps creating surprises and giving users extra stimulation, so that both seed users and fission users have a sense of participation and gain at the same time. A simple fission process is shown in the following figure:

In this process, two things are very important: first, the fission copy should be interesting, and the fission "interests" should be clearly stated, so that users are willing to participate with interests; The second is to issue a prize link after the task is completed. This prize should be given not only to the seed users, but also to the fission users. In this way, it is easy to form a fission open loop, and other users can continue to fission. In addition to viral fission, there is another way to retain users, that is, to continuously provide users with products or services that satisfy them.

Repurchase means that users buy a commodity and then buy the commodity or the brand’s commodity again. Repurchase rate is a very important indicator, which reflects users’ loyalty to a certain brand. Users have no obligation to be loyal to a brand. Only by providing better service and greater brand influence will users repeat purchases.

Another way to increase the repurchase rate is to continuously improve the brand’s influence. Users buy products, in addition to practical products, there is another reason is to identify with the brand. An important indicator of consumption upgrading is brand awareness. Many people choose brands first, and then products.

Therefore, how to strengthen product brand becomes more important. Strengthening the brand is not necessarily advertising. The best way to strengthen the brand is to constantly toss your products. With the rise of new media, let your products appear in places where users gather and brush more sense of existence. In addition, it is also a good way to enhance the brand by encouraging users to take more photos, increase their circle of friends and make more user comments.

It is difficult to succeed without explosives.Entering the Internet 2.0 era, do you find that the era of traffic bonus has become a thing of the past, with more and more netizens’ time and lower conversion rate? The cost of obtaining customers is getting higher and higher, but the unit price of customers is getting lower and lower; More and more investment in operation, but the repurchase rate is getting worse …

Many enterprises are faced with such difficulties: low product sales and a large inventory backlog; The phenomenon of market homogenization is serious, and a single product is not profitable and has no popularity; Traditional sales channels can’t move, and emerging Internet marketing games don’t know anything …

Under the fierce impact of the mobile Internet, how can traditional enterprises transform and upgrade, how can they break through the dark encirclement of traffic and avoid the fate of being shot dead on the beach by the back waves?

There is only one way-stick to the explosive strategy!

Today’s article is excerpted from the book "I make explosive products in Xiaomi: products that make users feel smart are good products".The author tells everyone with personal practice that explosives have patterns and can be copied. The author made a systematic review of his own experience in research and development and promotion of explosives in Xiaomi, helping enterprises to tailor explosives with their own topics, their own traffic and huge sales, helping enterprises to cultivate explosives genes, and enabling enterprises to have the ability to continuously build explosives and calmly cope with new challenges!

Kaohsiung Yong

The witness and practitioner of Xiaomi explosive products has more than 20 years of practical experience in product development. This paper puts forward the design of "smart key" of explosive products, and applies it to the startup advertisement of smart TV and the TV remote controller without numeric keys. Former vice president of Xiaomi TV and former senior staff officer of Xiaomi Group Staff.

He used to be an executive of Zhongxing Microelectronics, Shanda Network, Hisense and other companies.

A history of Qin Dynasty is the growth history of BYD brand. What are the characteristics of Qin Dou in past dynasties?

[Technology] Recently, many friends around me want to buy new energy vehicles. Considering that there is no charging condition at home, it seems that pure electric vehicles are not so convenient to use, so many people are thinking about buying a plug-in hybrid. However, when I went to the 4S shop to ask, there was another kind of car called extended-range electric car. What the hell is going on here? What is the difference between them? Who can enjoy the subsidy?

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■ 60 seconds to understand the core point of the article

Both plug-in and extended-range electric vehicles belong to the category of hybrid power, and extended-range electric vehicles are included in plug-in hybrid power;

-In the state subsidy policy, plug-in hybrid products are subsidized, in other words, extended-range electric vehicles also enjoy dividends;

-Although it will enjoy subsidies, it will be used in some restaurants and will be restricted by the tail number.

● Is plug-in hybrid and extended-range electric the same thing?

In this era of light reading, we also stress the priority of conclusions. To be sure, plug-in hybrid and extended-range electric are not two naming methods of the same technology. In fact, there is a relationship between inclusion and inclusion between them. In a word, both brothers belong to the category of hybrid technology, and extended-range electric is included in plug-in hybrid. Since there is a difference, let’s take a look at it separately.

● Hybrid+external charging = plug-in hybrid?

-Who can you buy in the market?

Due to the current policy support, patent protection and other reasons, there are only a handful of hybrid models put into China by car companies, but the optional range of plug-in hybrid market in the middle segment is relatively large. China brand and joint venture brand also have layout in this market.

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-What’s so good about it?

Plug-in Electric Vehicle (PHEV) can be seen from its name that it has the gene of hybrid vehicle. Therefore, like hybrid vehicles, its energy is provided by batteries and fuel, and its power is provided by motors and internal combustion engines. From the driving level, it is also between electric vehicles and fuel vehicles, that is to say, such products can be driven by pure electricity or by internal combustion engines.

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Home of the car

Home of the car

Compared with hybrid models, plug-in hybrid models have larger battery capacity, so pure electric driving is longer.If your car environment is mostly in the city, and the distance of each use is not long, and you have charging conditions, the use experience of plug-in hybrid vehicles will not be much different from that of pure electric vehicles.

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Home of the car

Home of the car

Home of the car

Of course, everything is a double-edged sword. As mentioned earlier, there are two driving forms, pure electric and internal combustion engine, which means that the drive and control systems of the two models should be integrated in the plug-in hybrid vehicle, so its structure is complex and its cost is relatively high. This is one of the reasons why the price of plug-in hybrid models on the market is slightly higher than that of fuel models.

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Home of the car

On hybrid vehicles, motors will be arranged in different positions according to different requirements. In some plug-in hybrid models, the motor will be arranged on the rear axle alone, and it can drive the rear wheel under some working conditions, thus realizing the four-wheel drive function. Of course, the purpose of this arrangement is more to improve the performance of vehicle handling and stability, and it is not its duty to complete the work of getting rid of difficulties in harsh conditions. Therefore, although plug-in hybrid is indeed like hybrid+external charging in structure, plug-in hybrid can undoubtedly provide more different driving experiences for car owners in terms of working mode and realization effect.

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The exposure of "Living Together in Time and Space" shows Xú Zhēng performing for Tong Liya, Lei Jiayin.


1905 movie network news Produced by Xú Zhēng, directed by Su Lun, and starring Lei Jiayin and Tong Liya, the comedy love fantasy film "Living Together in Time and Space" is being shown nationwide. Recently, the film exposed a feature clip. Lu Ming (Lei Jiayin) from 1999 was opened to the new world by Gu Xiaojiao (Tong Liya) from 2018: a mask like "underpants", a mobile phone that can listen to songs, and a mobile phone assistant that can deliver meals … … There is also Xú Zhēng’s hilarious interpretation in the clip. He turned into a "noodle maker" and brought a hilarious "noodle performance". Two days after the film was released, the box office exceeded 100 million, which was highly recognized by the audience. 520 watched the sweetest movie this summer together.

Lei Jiayin became an "idiot" who had never seen the world, and Xú Zhēng turned into a "hot pot takeaway"

The feature footage exposed by this film comes from the fact that Lu Ming (Lei Jiayin) in 1999 and Gu Xiaojiao (Tong Liya) lived together in 2018 because of the "wall crack", which resulted in some "jokes" due to the different ages of their lives. Lu Ming not only regards the mask of Gu Xiaojiao as "underpants", but also doesn’t believe that mobile phones can play music. But when Gu Xiaojiao really makes his "assistant" — — After Siri’s assistant called the takeaway, Lu Ming had to admit that the door to his new world was completely opened. Lei Jiayin and Tong Liya cooperated tacitly, and their acting skills were in place, which made people feel happy across the screen. In addition, there is an excellent performance by Xú Zhēng. Xú Zhēng not only served as the producer of the film, but also contributed a memorable hilarious performance. This performance of "flowing water", "avalanche" and "golden snake-ridden" brought by the oldest generation of noodle makers who fished at the bottom of the sea unexpectedly appeared and ended with a surprise and laughter, which played a finishing touch to the film.

The audience said that "the jokes are twice as touching and full" became the first choice of 520 love movies.

On the basis of the good results of 50.18 million box office on the first day, the film "Living Together in Time and Space" made persistent efforts and created a good result of over 100 million box office in two days. At present, the key box office data still ranks first, which shows its popularity. Douban score rose from 7.3 to 7.4, which shows that the quality of the film is hard enough. Many viewers left comments after watching the movie, saying that it was "full of laughter", "the two leading actors were full of CP feelings and really liked it", "not only pure comedy, but also very emotional", "the eggs were so sweet" and "I just wanted to marry Lei Jiayin after watching it" … … It can be said that it is a good comment. On the occasion of 520, this comedy romantic fantasy movie with light humor, laughter and tears has become people’s first choice. On this special day of 520, it is really a pleasure to watch the sweetest movie this summer.