Released a bonus of 271.3 billion yuan for job stability and 88.7 billion yuan for unemployment insurance benefits … The Ministry of Human Resources and Social Security announced these figures.

Ministry of Human Resources and Social Security held a press conference for the fourth quarter of 2022 on November 18th to introduce relevant information.

In 2022, a total of 271.3 billion yuan was released to stabilize the post.

In 2022, the Ministry of Human Resources and Social Security successively issued a series of phased and combined policies and measures to help enterprises stabilize their posts in three rounds of "slowing down, replenishing and expanding" to ensure stable employment of market players. In this regard, Gui Zhen, Director of the Unemployment Insurance Department of the Ministry of Human Resources and Social Security, said at the press conference that the overall effect of the package of unemployment insurance policies and measures to help enterprises stabilize their posts was remarkable. In 2022, a total of 271.3 billion yuan was released to stabilize their posts.

In 2022, the Ministry of Human Resources and Social Security increased the efforts to reduce fees and delay payment. On the basis of continuing the policy of reducing the unemployment insurance premium rate for one year, we will implement the policy of delaying the payment of unemployment insurance units by enterprises in difficult industries and small and medium-sized enterprises affected by the epidemic. By embedding the collection ratio into the information system, we can basically realize the "direct exchange and direct access" of reducing the rate and the "instant application and enjoyment" of deferred payment. Last year, a total of 159 billion yuan was reduced for enterprises by reducing unemployment insurance premiums. At the same time, encourage enterprises not to lay off employees and reduce layoffs, and greatly increase the proportion of returning stable jobs, raising the proportion of returning small and medium-sized enterprises from 60% to 90%, and large enterprises from 30% to 50%. All localities adopt the new model of "free application and instant enjoyment", and directly distribute funds to eligible enterprises through big data comparison. Last year, a total of 7.87 million enterprises were paid 49.7 billion yuan of stable post return funds, twice as much as the previous year, and small and micro enterprises benefited significantly.

Director of the unemployment insurance department of the Ministry of Human Resources and Social Security Gui Zhen: Innovatively introduce a one-time subsidy policy for job retention training, and continuously expand the scope of benefits. For all insured enterprises in areas with medium and high-risk epidemics and five enterprises in poor industries in areas without medium and high-risk epidemics, subsidies will be paid according to the standard that each insured employee does not exceed that of 500 yuan, so as to support enterprises to retain their jobs. Since the implementation of the policy for seven months, a total of 30.3 billion yuan has been granted to 5.3 million enterprises to stay in work.

Gui Zhen said that in terms of encouraging enterprises to absorb the employment of college students, the Ministry of Human Resources and Social Security has innovatively introduced a one-time subsidy policy for job expansion. For enterprises that recruit ordinary college graduates to sign labor contracts and participate in unemployment insurance, the subsidy for job expansion will be issued according to the standard of no more than 1,500 yuan per person to support enterprises to actively expand their jobs. According to the employment situation, the scope of the policy will be relaxed to unemployed college graduates and registered unemployed youth aged 16-24 within two years after leaving school. All localities have established a mechanism for comparing the identity information of insured enterprises and college students, accurately screening and actively distributing them. Since the graduation season, a total of 2.7 billion yuan has been distributed to 520,000 enterprises, benefiting 1.92 million college graduates. In addition, the Ministry of Human Resources and Social Security has broadened the scope of the subsidy policy for skills upgrading, and granted subsidies of no more than 1000 yuan, 1,500 yuan and 2,000 yuan to insured workers and those receiving unemployment insurance benefits who have obtained primary, intermediate and advanced vocational qualification certificates or vocational skill level certificates respectively. Support seven eastern provinces (cities) to use unemployment insurance funds for vocational training subsidies, vocational skills appraisal subsidies and other expenses. At present, 29.6 billion yuan has been spent on skills upgrading.

Director of the unemployment insurance department of the Ministry of Human Resources and Social Security Gui ZhenThe bonus of unemployment insurance policy to help enterprises stabilize their posts has been released quickly. Beneficiary enterprises generally use the funds for stabilizing their posts to pay social security fees, carry out training, and distribute living allowances, which has offset the labor costs, eased the operating pressure, stabilized the workforce, and boosted development confidence. Insured enterprises, while assuming the social responsibility of stabilizing jobs, also actively expanded their posts. Last year, 238 million employees participated in unemployment insurance nationwide, an increase of 8.49 million over the same period of last year. In 2023, our department will optimize various policies to help enterprises and benefit enterprises according to the situation, and support enterprises to develop and stabilize employment more accurately and effectively.

In 2022, 88.7 billion yuan of unemployment insurance benefits was distributed nationwide.

Expanding the coverage of unemployment insurance has played an active role in grasping the bottom line of people’s livelihood. In 2022, a total of 10.58 million unemployed people were given unemployment insurance benefits of 88.7 billion yuan in different projects. This year, the Ministry of Human Resources and Social Security will continue to strengthen the basic living security for the unemployed in difficulty and pay unemployment insurance benefits in full and on time.

Gui Zhen, director of the unemployment insurance department of the Ministry of Human Resources and Social Security, said that on the basis of timely and full payment of unemployment insurance benefits, one-time living allowances for migrant workers and other routine living allowances, the Ministry of Human Resources and Social Security is working with relevant departments to study and continue the implementation of the unemployment insurance coverage expansion policy. At the same time, the impact of the epidemic on the lives of unemployed people and the balance of funds in various places should be considered as a whole, step by step, and the standard of unemployment insurance benefits should be gradually raised. On the basis of paying basic medical insurance premiums for those who receive unemployment insurance benefits, we will increase the payment of maternity insurance premiums to fully protect the medical and reproductive rights of unemployed people. When prices rise, we will start the linkage mechanism of price subsidies and issue temporary price subsidies to better protect the basic livelihood of the unemployed. For older unemployed people who are less than one year away from the statutory retirement age, if they are still unemployed after the expiration of the pension period, they can continue to pay unemployment insurance money to the statutory retirement age. For retired soldiers who fail to find employment in time, after applying for job registration, they can enjoy unemployment insurance benefits in accordance with the regulations.

Director of the unemployment insurance department of the Ministry of Human Resources and Social Security Gui Zhen: We will continue to carry out the action of "Smooth Access and Safe Handling" in unemployment insurance benefits, and carry out the service mode of "three exemptions". "Free to run and get it", unemployment insurance benefits is unblocked to apply for a unified entrance to the country, and unemployed people can apply at any time and place without going to the scene to handle it. "Do it without a permit", completely cancel the certification materials, application time limit, binding conditions and additional obligations, and unemployed people can apply with their ID cards or social security cards. "Free boarding and instant payment" will optimize the application process. Unemployed people can apply for unemployment insurance benefits first and then register for unemployment, and apply for unemployment benefits without registering for unemployment.

In addition, Gui Zhen said that as the Spring Festival approaches, people in need can log in to unemployment insurance benefits to apply for the national unified entrance (si.12333.gov.cn), and they can also apply on WeChat and Alipay, search for the "electronic social security card" applet, go to the home page and click on the "unemployment insurance benefits application" service. You can also download the Pocket 12333APP, and under the column of "Services", select the services of "Online Application for Unemployment Insurance" and "Online Application for Unemployment Subsidies" in "Unemployment Insurance", or you can search for the service name and directly handle it.

The coverage of endowment insurance expands the overall balance of fund income and expenditure.

The national overall planning of basic old-age insurance for enterprise employees has been implemented for one year. What is the current progress? In this regard, Qi Tao, deputy director of the Pension Insurance Department of the Ministry of Human Resources and Social Security, said at the press conference that since the implementation of the national overall plan in January last year, the Ministry of Human Resources and Social Security and relevant departments have steadily promoted various reforms, further expanded the coverage of pension insurance, and the overall balance of fund income and expenditure. The system is running smoothly.

Qi Tao said that the implementation of the national overall planning of basic old-age insurance for enterprise employees is conducive to further improving the old-age insurance system and promoting a fairer and more sustainable old-age insurance system. In 2022, the policy will be basically unified nationwide, and the pension insurance rights of workers and retirees will be better protected. The Ministry of Human Resources and Social Security has guided all localities to gradually liberalize the household registration restrictions for flexible employees and include more flexible employees in the scope of old-age insurance protection. At the same time, increase inter-provincial mutual assistance. In 2022, the inter-provincial transfer fund totaled 244 billion yuan, which effectively balanced the current income and expenditure pressure of inter-regional funds and made the use of funds more efficient. Through the transfer of funds, pension payment is more secure.

Qi Tao, Deputy Director, Department of Endowment Insurance, Ministry of Human Resources and Social SecurityThe central and local pension insurance expenditure responsibility sharing mechanism has been established, the central financial subsidy has been further increased, and the local financial pension insurance investment mechanism has been improved. Continuously improve the level of pension insurance management services and the accessibility of public services. An information system adapted to the overall planning of the whole country has been built, and centralized data management and linkage between departments and provinces have been realized, so as to better "record, guarantee and serve a lifetime". Constantly improve the functions of the national unified social insurance public service platform, and 83 national and cross-regional social insurance services have been opened, which is more than 30 items more than that in 2021. The operation is more convenient, and it is convenient for insured enterprises and insured personnel to "run across provinces" and "run through one network", with a total of more than 4.3 billion visits.

In addition, Qi Tao also said that on November 25 last year, the individual pension system was implemented in 36 leading cities (regions), and the overall operation is stable and orderly. By the end of 2022, the number of individual pension participants was 19.54 million, and the number of contributors was 6.13 million, with a total contribution of 14.2 billion yuan.

Qi Tao, Deputy Director, Department of Endowment Insurance, Ministry of Human Resources and Social SecurityPersonal pension is a supplementary old-age insurance system supported by government policies, voluntary participation by individuals and market-oriented operation. It is an important part of a multi-level and multi-pillar old-age insurance system. In the next step, in accordance with the State Council’s plan that individual pensions should be given one year in advance, the Ministry will, together with relevant departments, constantly improve relevant policies and actively and steadily promote the implementation of the individual pension system.

The Ministry of Human Resources and Social Security carried out measures to facilitate the qualification certification of pension insurance benefits

Carrying out the qualification certification for receiving pension insurance benefits is an important measure to ensure the safety of the fund. In order to further improve the convenience service level, at present, a new authentication mechanism based on information comparison, social service and remote self-service authentication has been initially established in various places, and efforts have been made to realize the integration of authentication in service and intangible authentication, so as to minimize the disturbance to the elderly.

Qi Tao, deputy director of the Department of Pension Insurance of the Ministry of Human Resources and Social Security, said that the social security agency can share data with the public security, civil affairs, health and transportation departments, and can complete the certification without any operation. In 2022, about one-third of the retirees in China will be certified through data comparison, and this proportion will be higher and higher in the future.

Qi Tao, Deputy Director, Department of Endowment Insurance, Ministry of Human Resources and Social Security: The elderly can carry out face recognition authentication through the website of the national social insurance public service platform or official mobile phone applications such as "Pocket 12333". Those who live abroad can also complete the authentication through the mobile phone application of "Consul China" of the Ministry of Foreign Affairs. (You can also) naturally complete the certification in health, sports and other activities carried out by grassroots organizations such as communities and villages. The elderly and special groups with mobility difficulties can apply for on-site certification, and social security agencies will provide on-site services.

Qi Tao said that at present, all localities are carrying out this year’s qualification certification in a standardized and orderly manner, and the requirements are the same as in previous years. It should be noted that the certification can only be carried out once in 12 natural months, and it is not necessary to rush to a centralized time period.

(CCTV reporter Song Wei Wang Yiyi)

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.

The domestic "king of fruit" is coming! Will "durian freedom" be realized?

  Durian, known as the "king of fruit", has been deeply loved by consumers with its golden color and sweet and soft taste. Before this year, all durians sold in the market came from abroad, and starting from this month, the first batch of domestic durians will be on sale soon.

  In June, in the durian base in Sanya, Hainan, pieces of durian trees were hung with full fruits. There are more than 7,000 mu of durian planted here. At present, the fruit bearing capacity is about 1,400 mu, and the total output is expected to be about 40 tons this year.

  Li Xianghong, a researcher at Sanya Research Institute of Hainan Academy of Agricultural Sciences:At present, the cultivated varieties are mainly golden pillows, and others are Maoshanwang and Heithorn, and the varieties are still relatively rich.

  Hainan has a long history of trying to introduce durian planting, but the survival rate has been very low before. In recent years, local growers have increased the survival rate of durian from the initial 30% to more than 90% through cooperation with scientific research institutions in Southeast Asian countries and Hainan Province, and also summed up Hainan’s unique interplanting mode of "growing with short crops".

  Li Xianghong, a researcher at Sanya Research Institute of Hainan Academy of Agricultural Sciences:Short-term crops, such as pineapple and banana, are suitable for durian intercropping in the young tree period, that is, in the non-productive period. By planting these short-term herbaceous crops, it is helpful to conserve moisture and provide nutrition for durian.

  It is understood that,This year, durians in Hainan will be listed in June, and more durians will mature in mid-July.Unlike durian imported from Southeast Asian countries, which is picked in advance and gradually matured during transportation,Hainan can make durian "ripe on the tree"This means that consumers can eat fresher durian. However, the reporter learned from the e-commerce platform that due to the low output of domestic durian just listed this year, it will take some time to realize "durian freedom".

  Person in charge of tropical fruit collection and marketing in JD.COM supermarketHu Li:On the evening of June 17th, we started to do the pre-sale of durian in Hainan.Hundreds of durians will be put on the market one after another. As the planting technology becomes more and more mature and the planting area becomes larger and larger, durian will be very cheap after the output rises.

Ten Typical Cases of Intellectual Property Protection by Procuratorial Organs in China in 2013

  editorial comment/note On April 22, the Supreme People’s Procuratorate held a press conference to introduce to the media the situation of procuratorial organs’ strengthening judicial protection of intellectual property rights in 2013, and announced ten typical cases of procuratorial organs’ protection of intellectual property rights in 2013. Among the 10 selected cases, there are 5 cases of copyright infringement, 3 cases of trademark infringement and 2 cases of trade secret infringement; There are 8 criminal cases, 1 civil protest case and 1 administrative protest case, involving many knowledge-based economic fields such as industrial technology, e-commerce and software information. In order to focus on the new progress made in the judicial protection of intellectual property rights by procuratorial organs and provide guidance for the correct application of laws in handling intellectual property cases in various places, this newspaper has compiled and published these ten typical cases, so please pay attention.

  Typical case 1

  The case of four people, including Yibo Company, Ward Company and Yu Zhihong, infringing trade secrets.

  Case fact: Guangdong Zhuhai Saina Printing Technology Co., Ltd. (hereinafter referred to as "Saina Company") was established in 2006. It is an innovative enterprise integrating R&D, manufacturing and sales of laser printers and other printing consumables. It has more than 330 proprietary technologies at home and abroad, and has won the title of "Global Leading Enterprise in General Laser Printing Consumables Industry", "2011 Forbes China Potential Enterprise" and "Guangdong Famous Brand Enterprise".

  From January to March, 2011, Yu Zhihong, the former executive deputy general manager of Seine Company, and others imitated the business model of Seine Company, and established Jiangxi Yibo Electronic Technology Co., Ltd. (hereinafter referred to as Yibo Company) and Guangdong Zhongshan Ward Company (hereinafter referred to as Ward Company), and established three companies dedicated to selling Yibo Company’s products in Hong Kong, the United States and Europe. Subsequently, Yu Zhihong joined Luo Shihe, former sales director of Seine Company, Li Yinghong, former product manager and Xiao Wenjuan, former product sales manager, to work in Yibo Company and Ward Company without going through the resignation formalities with Seine Company. When the four people left their jobs, they took away the business information of Seine’s customers privately, and through the analysis of the information, they formulated a targeted sales strategy and price system, and then dumped the products to Seine’s customers. The behavior of Yu Zhihong and others maliciously competing for customers of Seine Company has caused huge economic losses to the company, caused great difficulties in its production and operation, and caused the company to be on the verge of bankruptcy.

  Proceedings: On January 28, 2012, the public security organ applied to the procuratorial organ for approval to arrest the persons involved on suspicion of infringing trade secrets. On February 3 of the same year, Zhuhai City Procuratorate made a decision to approve the arrest; On June 6th, the case was transferred for review and prosecution. On July 9, 2013, Zhuhai Intermediate People’s Court made a second-instance judgment, and sentenced Yibo Company to a fine of 21.4 million yuan for the crime of infringing trade secrets; Ward Company fined 14.2 million yuan; Yu Zhihong and other four people were sentenced to fixed-term imprisonment ranging from six to two years, and each was fined from 1 million yuan to 100,000 yuan.

  Comments: This case was undertaken by the Intellectual Property Office of High-tech Zone of Zhuhai Procuratorate, Guangdong Province, the first independent intellectual property office in China. In view of the complexity of the case, inter-provincial crimes, many people involved, strong professionalism, and difficulties in investigation and evidence collection, the procuratorial organs promptly intervened and actively urged the public security organs to file a case for investigation and put forward targeted suggestions to guide the investigation. At the same time, they followed up the investigation activities throughout the process, so that the case could be successfully handled.

  The typical significance lies in the high amount of crimes, great harm and wide influence in this case. The successful handling of the case fully reflects the institutional and institutional advantages of the specialized handling mode of intellectual property cases of procuratorial organs, as well as the ability and determination of procuratorial organs to dare to supervise and be good at supervising major difficult and complicated cases and strictly perform their legal supervision duties according to law.

  Typical case 2

  Eight people including Ruichuang Company and Han Meng infringed copyright.

  Case fact: Since 2008, Han Meng, general manager and Han Hongchang, deputy general manager of Shanghai Ruichuang Network Technology Co., Ltd. (hereinafter referred to as "Ruichuang Company"), in order to promote the company’s 2345 navigation website, instructed employees Qian Wuxing, Luo Hua and others to make pirated operating systems such as "Radish Home" by illegally copying Microsoft’s Win-dows operating system software. And bind and integrate malicious code in pirated software, and increase the company’s website views, attract paid advertisements, load paid links, and gain huge illegal benefits by publishing download links and hiring people to distribute pirated CDs offline for free. After auditing, the 2345 website earned a total operating income of 23.87 million yuan for Ruichuang Company.

  Proceedings: In March 2011, Shanghai Public Security Bureau filed a case to investigate the case. Designated by the Municipal Procuratorate, the Procuratorate of Pudong New Area sent personnel to intervene in the investigation and guide evidence collection in advance. On June 4, 2012, the case was prosecuted. On February 4, 2013, the court in Pudong New Area fined Ruichuang Company 10 million yuan for copyright infringement, and sentenced Han Meng, Han Hongchang and others to prison terms ranging from three years to one year and six months, and each fined 1 million yuan to 100,000 yuan. This judgment is effective.

  Comments: The infringement in this case lasted for three years, involving 286 cities in 29 provinces (autonomous regions and municipalities directly under the Central Government), and the amount of infringing software and illegal business was extremely huge. The injured unit (Microsoft) had filed a civil compensation claim of 100 million yuan in this case.

  The typical significance is that the procuratorial organs did not handle the case, but extended the effect of handling the case. They not only actively carried out court education to urge the infringer to sincerely repent, but also tried their best to repair social relations and completely resolve the contradictions between the parties. Eight defendants bowed and apologized to the injured unit in court. After the trial, the defendant unit issued an apology statement through official website, and compensated the injured unit for 36 million yuan, obtaining the understanding of the injured unit. After the case was pronounced, the injured unit made a special trip to the procuratorate to express appreciation and gratitude to the judicial organs in China for their efforts and meticulous work style in cracking down on infringement and piracy.

  Typical case 3

  Jiafei Company sells counterfeit registered trademarks.

  Case fact: From October 2011 to February 2012, Gong Yingbing, the general manager of Chongqing Jiafei Trading Co., Ltd. (hereinafter referred to as "Jiafei Company") and Wang Ziquan, the legal representative of the company, conspired to buy Feitian Moutai with a registered trademark of Kweichow Moutai for profit. The latter two organized company personnel to sell the above-mentioned fake wine at the sales business meeting. Up to the time of the incident, Jiafei Company has sold 240 bottles of fake Feitian Moutai, with a total sales amount of 270,360 yuan; 128 bottles of fake Feitian Moutai that have not been sold (calculated by the average sold price, the value is 144,192 yuan).

  Proceedings: On March 15th, 2012, the Procuratorate of Yunyang County in Chongqing issued a procuratorial proposal to the County Bureau of Commerce, requesting that the clue of Jiafei Company’s case of selling fake Kweichow Moutai be transferred to the County Public Security Bureau. The county bureau of commerce then handed over the case clues to the public security organs. On March 28th, the county public security bureau filed a case for investigation on the crime of allegedly selling goods with counterfeit registered trademarks. After filing the case, the county procuratorate continued to track the investigation of the case and guided the county public security bureau to dig out the case of Xiao Moumou in Guizhou manufacturing and selling counterfeit Moutai. After obtaining the clue of Xiao Moumou’s case, the Ministry of Public Security directed Chongqing, Guizhou, Sichuan and other places to act in a unified way, and destroyed the dens for manufacturing and selling counterfeit Moutai in one fell swoop. On April 25, 2013, the county public security bureau requested the county procuratorate to approve the arrest of Wang Ziquan and Gong Yingbing. On April 28th, the procuratorate made a decision to approve the arrest. On July 10th, the case was prosecuted. After the second trial of the case, the court finally sentenced Jiafei Company to a fine of 200,000 yuan for selling goods with counterfeit registered trademarks, sentenced Wang Ziquan and Gong Yingbing to two years and six months in prison, and each fined 136,000 yuan. This judgment is effective.

  Comments: This is a case that successfully supervised the transfer of suspected criminal cases by administrative law enforcement agencies relying on the working mechanism of linking administrative law enforcement with criminal justice.

  The typical significance is that the procuratorial organs are not satisfied with supervising the transfer of cases of selling fake liquor, but continue to track the investigation of cases and guide the public security organs to dig out a major case of manufacturing and selling fake Moutai liquor across provinces. After the local public security organs reported to the Ministry of Public Security, the Ministry of Public Security directed the public security organs in Chongqing, Guizhou, Sichuan and other places to act in a unified way, destroying an inter-provincial source of manufacturing and selling fake wine in one fell swoop and expanding the effect of handling cases.

  Typical case 4

  Li Haitao and other three people violated trade secrets.

  Case fact: In August 2006, Li Haitao resigned from Qilu Pharmaceutical Co., Ltd. Before and after his resignation, Li Haitao obtained the production technology of ceftazidime and other drugs by illegal means. In August 2008, Li Haitao purchased the production process of cefminox from Jin Chao, an employee of Qilu Antie Pharmaceutical Co., Ltd. (hereinafter referred to as Qilu Antie Company). From the end of 2006 to 2010, Li Haitao illegally disclosed the production process of five drugs, including ceftazidime, to Zhao Yuxin, assistant director of Harbin Pharmaceutical Group Pharmaceutical Factory, and allowed them to be used. Knowing that the above-mentioned pharmaceutical production process was illegally obtained, Zhao Yuxin still carried out process test, technical reserve and process improvement in the General Pharmaceutical Factory of Harbin Pharmaceutical Group. It was identified that Li Haitao and Zhao Yuxin illegally disclosed and obtained ceftazidime and other five production processes, which caused economic losses of more than 2.46 million yuan for Qilu Antie Company, and Jin Chao’s illegal disclosure of cefminox production process caused economic losses of more than 1.14 million yuan for Qilu Antie Company. After the incident, Li Haitao compensated Qilu Antu Company for its economic loss of 600,000 yuan, and Jin Chao compensated Qilu Antu Company for its economic loss of 10,000 yuan.

  Proceedings: On October 27th, 2011, Licheng Branch of Ji ‘nan Public Security Bureau applied to the procuratorate for approval of the arrest of Li Haitao, Jin Chao and Zhao Yuxin on suspicion of illegally obtaining computer information system data. After examination, the procuratorial organ made a decision to approve the arrest of Li Haitao, Jin Chao and Zhao Yuxin on suspicion of infringing trade secrets. On June 8, 2013, Jinan Intermediate People’s Court made a second-instance judgment, and found Li Haitao, Jin Chao and Zhao Yuxin guilty of infringing trade secrets, and sentenced them to fixed-term imprisonment ranging from two years and six months to one year and three months respectively, and fined them.

  Comments: The victim Qilu Antie Company is a subsidiary of Qilu Pharmaceutical Factory, a well-known domestic pharmaceutical company, and the largest professional manufacturer of cephalosporin APIs in China. The case is complicated, professional, long in time span and difficult to obtain evidence.

  The typical significance is that in order to find out the facts of the case, the procuratorate not only carefully checked the evidence, but also detailed the outline of supplementary investigation, guiding the public security organs to collect, retrieve and fix the evidence, which laid a solid foundation for the successful handling of the case. In particular, the accurate identification of the nature of the case by the procuratorate has enabled the public security organs to adjust the direction of investigation and evidence collection in time and ensure the quality and effectiveness of cracking down on crimes.

  Typical case 5

  Case of copyright infringement by 19 people including Xinfeishi Company and Zheng Wuyue.

  Case fact: In December 2011, Zheng Wuyue and Zhang Xiulan contacted Guangdong Xinfeishi Laser Technology Co., Ltd. (hereinafter referred to as "Xinfeishi Company", a formal enterprise producing audio-visual products in Guangzhou, Guangdong Province) through Zhang Shaobo to produce 4,000 pirated CDs of the movie "Wolf Smoke Everywhere". Xinfeishi Company produced the pirated CD for Zhang Shaobo without the permission of the copyright owner Zhejiang Hengdian Film and Television Production Co., Ltd. Packed by Zheng Wuyue and Zhang Xiulan, the CDs were sold all over the country. After the incident, the public security organs seized more than 150,000 pirated CDs, master discs, disc cores and other illegal audio-visual products from Zheng Wuyue, Zhang Xiulan, Zhang Shaobo and their offline retailers, and frozen more than 3 million yuan in the accounts of the registered personnel.

  Litigation: The film Wolf Smoke Everywhere was shot by Zhejiang Hengdian Film and Television Production Co., Ltd. with an investment of 42 million yuan. After it was released on December 2, 2011, it was discovered that it was pirated on December 5. On December 6th, the Public Security Bureau of Dongyang City, Zhejiang Province filed an investigation on the copyright infringement of the movie "Wolf Smoke Everywhere", and arrested 19 pirated CD wholesalers Zhu Guoqing, Zhang Xiulan and Tang Shuigen, pirated CD retailer Pan Juzeng and their employees, and the staff of the pirated CD manufacturer Xinfeishi Company, destroyed 5 pirated CD dens and seized 4 pirated CD production lines. Dongyang City Procuratorate made a decision to approve the arrest of 17 of them on suspicion of copyright infringement (two others were released on bail pending trial). After the case was transferred for review and prosecution, the procuratorial organ additionally identified the unit criminal behavior of Xinfeishi Company. In September 2013, Dongyang City Court held a hearing on the case and adopted all the public prosecution opinions of the procuratorate, and sentenced the defendant unit to a fine of 2 million yuan for copyright infringement; Nineteen people including Zheng Wuyue, Zhang Shaobo and Zhang Xiulan were sentenced to fixed-term imprisonment ranging from four years and six months to ten months, and each was fined from 1 million yuan to 20,000 yuan.

  Comments: This case is jointly supervised by the Ministry of Public Security and the Ministry of Culture, and it is a case that seriously infringes on the development of local film and television culture industry. The case involves a wide range, many people, and the criminal links are complicated, which has attracted much attention from the society.

  The typical significance lies in that the procuratorial organs fully performed their procuratorial functions, intervened in investigation in time, guided evidence collection according to law, successfully prosecuted unit crimes, and urged the public security organs to completely destroy several dens selling pirated CDs all over the country, and urged some people involved in the case to surrender themselves. At the same time, the procuratorial organs also actively recovered more than 25 million yuan in economic losses for the injured enterprises.

  Typical case 6

  Zhu Jianjun infringed copyright and Luo Mingyong and other 13 people sold infringing copies.

  Fact of the case: In October 2011, Luo Mingyong, Ning Chuanyin and others conspired to set up a gang that illegally copied CFA textbooks with unified supply, unified purchase price, unified sales price and unified dividend sales (note: CFA is the abbreviation of "Certified Financial Analyst" or "Chartered Financial Analyst" and is the internationally recognized highest certificate of financial and securities industry) in order to gain illegal benefits. As of the time of the incident, Zhu Jianjun sold more than 20,000 sets of CFA textbooks illegally printed to Luo Mingyong and others, with a total sales amount of more than 1 million yuan. From January to March, 2012, the gang’s illegal income from selling illegally copied CFA textbooks totaled more than 1.3 million yuan. In July 2012, the public security organs seized 25,000 pirated CFA textbooks in the warehouse rented by Luo Mingyong.

  In addition, it was found that Ning Chuanyin illegally copied and sold ACCA teaching materials in collaboration with others without the authorization of the obligee (note: ACCA refers to "international certified public accountant" and is one of the most authoritative certificates in the field of accounting and finance in the world). Up to the time of the crime, Ning Chuanyin had sold 100 Yu Ben of illegally copied ACCA textbooks, making an illegal profit of more than 2,500 yuan. The public security organs seized 521 illegally copied ACCA textbooks that Ning Chuanyin had not yet sold.

  Proceedings: On June 8, 2012, Yangpu Branch of Shanghai Public Security Bureau filed a case for investigation. On August 22 and September 19, 2012, 14 people involved in the case were arrested with the approval of Yangpu District Procuratorate. On November 22nd, the case was prosecuted by Yangpu District Procuratorate. On February 1, 2013, Yangpu District Court sentenced Zhu Jianjun to three years and eight months in prison for copyright infringement and fined him 150,000 yuan. Thirteen people, including Luo Mingyong, were sentenced to fixed-term imprisonment ranging from one year and six months to eight months for selling infringing copies, and each was fined ranging from 70,000 yuan to 35,000 yuan. This judgment is effective.

  Comments: This case is the largest pirated textbook case seized in Shanghai in recent years. Fourteen people, including Zhu Jianjun and Luo Mingyong, formed a gang with unified supply, unified purchase price, unified selling price and unified dividends to illegally copy the teaching materials of certified financial analysts and international certified accountants. There are many people involved in the gang, and the division of labor among members is strict and the relationship is complex, so it is very difficult to obtain evidence.

  The typical significance lies in that, in view of the fact that intellectual property crimes are frequently occurring, the criminal methods are constantly changing, and the criminals’ ability to deal with criminal attacks is also increasing, some local procuratorial organs have set up professional teams or specialized agencies to strengthen the handling of such cases. During the handling of this case, the Yangpu District Procuratorate of Shanghai made full use of the advantages of the professional case handling mechanism, put forward opinions on the fixation of electronic evidence and the reinforcement of offline evidence, actively guided the investigation, and laid a solid foundation for the successful handling of the case.

  Typical case 7

  Zhongfu Electronics Company and Li Qiang case of copyright infringement.

  Case fact: In July 2011, the Education and Sports Bureau of pingdu city, Shandong Province invited public bidding to purchase computers, and Qingdao Zhongfu Information Industry Co., Ltd. (hereinafter referred to as "Zhongfu Information Company") won the bid. In September 2011, pingdu city Education and Sports Bureau signed a sales contract with Zhongfu Information Company, stipulating that Zhongfu Information Company was responsible for supplying goods and installing commonly used software free of charge. On September 20, 2011, Zhongfu Information Company entrusted Qingdao Zhongfu Electronics Co., Ltd. (hereinafter referred to as "Zhongfu Electronics Company") for installation. Li Qiang, the legal representative of Zhongfu Electronics Company, downloaded WindowsXP operating software and office(2003) office software from the Internet without the consent of Microsoft (China) Co., Ltd., and hired others to copy and install the downloaded software on 1076 computers. According to the appraisal, the WindowsXP operating software and office(2003) office software installed in Li Qiang are highly similar to those of Microsoft’s related genuine software files, accounting for more than 89% of them with the same binary, and the operating interface and software functions are the same.

  Proceedings: On March 11th, 2013, pingdu city Public Security Bureau transferred Li Qiang for review and prosecution for copyright infringement. On March 27th, pingdu city Procuratorate filed a public prosecution in this case. On May 2, the pingdu city court made a judgment, finding Zhongfu Electronics Company guilty of copyright infringement and fined 150,000 yuan; Li Qiang was convicted of copyright infringement and sentenced to two years’ imprisonment, suspended for two years, and fined 50,000 yuan. This judgment is effective.

  Comments: This case is a new type of copyright infringement case using pre-installed computer pirated software for profit.

  The typical significance is that this case is the first case in which a computer seller in China was sentenced for pre-installing pirated software. The successful handling of the case has set a precedent for criminal crackdown on pre-installed pirated software on hard disks. The procuratorial organ’s public prosecution opinion on determining the crime of copyright infringement by the number of pre-installed pirated software was finally adopted by the judicial organ, which provided a reference for investigating and punishing similar cases in the future. After the case was reported by domestic and foreign media, it received extensive positive comments.
  Typical case 8

  Xiao Zonghua’s case of counterfeiting registered trademarks and Chen Yuejiao’s case of selling counterfeit registered trademarks.

  Case fact: From 2010 to 2012, Taiwanese businessman Xiao Zonghua instructed others to organize a number of workers in Shantou City, Guangdong Province to produce counterfeit black sugar lollipops, and sold them to Chen Yuejiao and others, with a cumulative sales of more than 1.17 million yuan. Up to the time of the incident, Chen Yuejiao has purchased 155 counterfeit "plain-handed flowers" brown sugar lollipops from Xiao Zonghua for sale at a price of more than 70,000 yuan.

  Proceedings: On September 8, 2012, Huli Branch of Xiamen Public Security Bureau filed an arrest with Siming District Procuratorate of Xiamen for the crime of selling goods with counterfeit registered trademarks, such as Xiao Zonghua and Chen Yuejiao. On September 14th, the District Procuratorate arrested Xiao Zonghua on suspicion of counterfeiting registered trademarks and arrested Chen Yuejiao on suspicion of selling goods with counterfeit registered trademarks. On June 26, 2013, the district procuratorate filed a public prosecution on this case. On September 20th of the same year, the District Court sentenced Xiao Zonghua to four years and six months’ imprisonment and fined him 600,000 yuan. Chen Yuejiao was sentenced to six months’ imprisonment and fined 40,000 yuan for the crime of selling goods with counterfeit registered trademarks. This judgment is effective.

  Comments: This case is a key case supervised by the Ministry of Public Security, involving Fujian, Guangdong, Taiwan Province and other provinces. The infringed trademark is a well-known trademark in Taiwan Province, and the main person involved is from Taiwan Province, which has a great social impact.

  The typical significance is that the qualitative opinions put forward by the procuratorial organs in handling cases are supported by the court’s judgment, and they also put forward corrective opinions on the irregular law enforcement in investigation activities, which has achieved good results in handling cases.

  Typical case 9

  Tianjin Meat Joint Factory v. Song Xiaoman (civil protest case of copyright dispute)

  Case fact: Tianjin Meat Joint Processing Factory (hereinafter referred to as "Tianjin Meat Joint Factory") is a large state-owned enterprise engaged in pig slaughtering and meat product production. On January 13th, 1995, the factory began to use the image propaganda products of "cartoon pig". In 1999, Tianjin Meat Joint Factory signed an advertising agency release contract with Tianjin Mutual Advertising Co., Ltd. (hereinafter referred to as "Mutual Advertising Company"), stipulating that Mutual Advertising Company would act as the advertising agency of the factory from May 8 to June 6 of that year, and use the image of "cartoon pig" in TV advertisements. On May 31st, the product advertisement published by Tianjin Meat Joint Factory in "Tonight’s Evening News" and the patent certificates for the design of "sausage packaging bag" and "label (assured meat store)" obtained by the factory all used the cartoon pig. Since then, "cartoon pig" graphics have been widely used in product packaging, specialty store plaques, product advertisements and product transport carriages by Tianjin Meat Factory.

  On April 7th, 2010, Song Xiaoman registered the cartoon pig as a trademark. On August 27th of the same year, Tianjin Meat Joint Factory filed an objection application with the Trademark Office of the State Administration for Industry and Commerce. On February 20, 2012, the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce ruled that the disputed trademark was revoked.

  On July 30, 2010, Song Xiaoman filed an application with the National Copyright Administration, requesting that his work "Dragon Pig Lele" (i.e. "Cartoon Pig"), which was completed on March 25, 1998, be given to copyright registration. On September 2 of the same year, the National Copyright Administration issued a copyright registration certificate to him.

  Proceedings: On July 14th, 2011, Song Xiaoman appealed to the Heping District Court of Tianjin on the grounds that the advertisement of Tianjin Meat Joint Factory infringed its copyright, demanding that Tianjin Meat Joint Factory stop the infringement and compensate for the losses. On April 10, 2012, the District Court ruled that Song Xiaoman’s claim was rejected. Song Xiaoman refused to accept and appealed. On September 17th, Tianjin No.1 Intermediate People’s Court, after hearing the case, held that the first-instance judgment was wrongly applied by law and revised it. Tianjin Meat Factory refused to accept the complaint and filed a complaint with the procuratorate. After examination, the Tianjin Procuratorate found that the facts identified in the final judgment lacked evidence, and filed a protest on December 3, 2012. On October 16, 2013, Tianjin No.1 Intermediate People’s Court found that the image of "cartoon pig" used by Tianjin Meat Joint Factory was legal and did not constitute infringement. The retrial judgment revoked the original final judgment and rejected Song Xiaoman’s claim.

  Comments: The focus of the dispute between the two parties in this case is whether the use of trademark graphics infringes copyright. After protest, the procuratorial organ corrected the mistake of the original final judgment.

  The typical significance is that the handling of this case is directly related to the people’s trust in well-known food brands. Procuratorial organs perform their civil litigation supervision duties according to law, accurately identify the facts of the case, and the protest opinions are supported by the court’s retrial judgment, which protects the legitimate rights and interests of obligees, maintains the normal market order and promotes the brand building of well-known enterprises.

  Typical case 10

  Wang Liang and Lin Jie v. Wuhan Administration for Industry and Commerce (administrative protest case of administrative compulsory measures)

  Case fact: In August, 2005, Wuhan Administration for Industry and Commerce of Hubei Province (hereinafter referred to as "Wuhan Administration for Industry and Commerce") received a report from Shanxi Yabao Pharmaceutical Group Co., Ltd. (hereinafter referred to as "Yabao Company") that the "Ding Guibao Diarrhea Sticker" produced and sold by Wuhan Sanchu Technology Development Co., Ltd. (hereinafter referred to as "Sanchu Company") was suspected of infringing on the exclusive right of registered trademark of Yabao Company. After preliminary investigation, Wuhan Industrial and Commercial Bureau found that Sanchu Company’s behavior violated the relevant provisions of the Trademark Law and decided to file an investigation. On October 17th, 2005, Sanchu Company filed a trademark review application for the registered trademark "Ding Gui" with the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce. On December 16, 2005, Wuhan Administration for Industry and Commerce lifted the compulsory seizure measures according to the relevant regulations of the State Administration for Industry and Commerce and after Sanchu Company provided a guarantee. On January 27, 2006, the Trademark Office of the State Administration for Industry and Commerce made the Reply on Issues Concerning the Trademark of "Ding Gui". On February 16th, 2006, according to the reply, Wuhan Administration for Industry and Commerce issued the Notice of Detaining Property, with Sanchu Company being suspected of producing and selling infringing goods. Sanchu Company refused to accept the decision and applied to Wuhan Municipal Government for administrative reconsideration. The reconsideration organ makes a reconsideration decision to maintain the original specific administrative act.

  Proceedings: On April 29th, 2006, Sanchu Company filed an administrative lawsuit in Jianghan District Court of Wuhan, requesting an order to cancel the Notice of Holding Property made by Wuhan Administration for Industry and Commerce on February 16th. On June 30th, the District Court ruled to suspend the lawsuit on the grounds that "the basic administrative act of the accused specific administrative act has been brought by the plaintiff, and the trial in this case must be based on the trial result". On June 11th, 2009, Sanchu Company was approved for cancellation. On December 14th, the shareholders of the original company, Wang Liang and Lin Jie, continued the lawsuit as successors of rights and obligations. On December 21st, the first-instance judgment of the District Court found that the evidence of compulsory seizure measures of the Municipal Administration for Industry and Commerce was insufficient and should be revoked according to law. The Municipal Administration for Industry and Commerce refused to accept the appeal. On October 25, 2010, Wuhan Intermediate People’s Court made a final judgment to uphold the original judgment. The Municipal Administration for Industry and Commerce refused to accept the final judgment, and filed a complaint with the Wuhan Procuratorate on December 22, 2011, requesting to cancel the judgment of the second instance and maintain the Notice of Detaining Property made by it. After examination, the Wuhan Municipal Procuratorate considered that the judgment of the second instance was wrong, so it submitted a protest to the Hubei Provincial Procuratorate on June 26, 2012. On January 8, 2013, the Provincial Procuratorate lodged a protest with the Provincial High Court. After accepting the protest, the Hubei Provincial High Court ordered the Wuhan Intermediate Court to retry. The Wuhan Intermediate People’s Court held that the reason for the protest by the procuratorial organ was established, and the original judgments of first instance and second instance were revoked.Reject the claims of Wang Liang and Lin Jie.

  Comments: One party in this case refuses to accept the administrative compulsory measures taken by the administrative department for industry and commerce against the property suspected of infringing the exclusive right to use trademarks, and brings an administrative lawsuit. First, the court of second instance ruled that the Industrial and Commercial Bureau lost the case. After the procuratorial organ protested according to law, the court changed the sentence after retrial.

  The typical significance is that this case happened in the field of drug supervision closely related to people’s lives, health and property safety, and the trademark brand involved enjoys a high reputation in China and has a great social impact. The procuratorial organs exercised the right of administrative protest in time according to law, which prompted the court to retry and change the judgment, and supported the administrative protection of the trademark exclusive right of the obligee by the administrative department for industry and commerce. (Manuscript Coordinator: Our reporter Xu Yingyan)

 

Guangdong Provincial Environmental Protection Department’s Work Plan on Co-management of Hanjiang Rongjiang Lianjiang Lianjiang Water Environment System; Guangdong Provincial People’s Government Porta

Guangdong Provincial Environmental Protection Department’s Work Plan on Co-management of Hanjiang Rongjiang Lianjiang Lianjiang Water Environment System

(Issued by Guangdong Provincial Environmental Protection Department on April 13, 2018 with YH [2018] No.15)

  In order to implement the Notice of the State Council on Printing and Distributing the Action Plan for Water Pollution Prevention and Control (Guo Fa [2015] No.17) and the decision-making arrangements of the provincial party committee and the provincial government on the comprehensive management of water environment in eastern Guangdong, we will comprehensively promote the obvious improvement of water environment quality and sustained and healthy economic and social development in eastern Guangdong, effectively ensure the environmental safety of Hanjiang River, promote the joint management of Rongjiang River and Lianjiang River environment system more strictly, realistically and quickly, and effectively give play to the ecological and environmental benefits of the water system connection project of Rongjiang River and Lianjiang River in Hanjiang.

  I. General requirements

  (1) General idea.

  Taking the improvement of water environment quality as the core, scientifically coordinate the "five major" relationships: development and protection, regions and river basins, pollution control and expansion, water quality and quantity, and current and long-term relations. Focusing on the improvement of the environmental quality of Rongjiang River and Lianjiang River, on the premise of protecting the water resources and water environment safety of Hanjiang River, based on the water quality protection plan of Hanjiang River Basin (2017-2025) and the comprehensive improvement plan of water environment of Lianjiang River Basin (2014-2020) being implemented and the water quality standard-reaching plan of Rongjiang River and its tributary Fengjiang River formulated by cities in the basin, the pollution control of water conveyance channels and water-receiving sections is highlighted. Build a systematic and efficient water pollution prevention and control engineering system and water environment management system, scientifically coordinate the comprehensive management of river basins and the development and utilization of coastal land, build a new pattern of water control with safe drinking water, beautiful ecology and pleasant space, and promote the construction of ecological civilization and sustained and healthy economic and social development in eastern Guangdong.

  (2) Basic principles.

  1 protection is preferred. Adhere to the "Lucid waters and lush mountains are invaluable assets", take the protection of Hanjiang River water resources and water environment safety as the basic principle and fundamental follow, ensure that the water quality of Hanjiang River does not decline and the ecosystem does not degenerate, and proceed from the safety of production and living water in eastern Guangdong, the improvement of people’s quality of life and the sustained and healthy development of economy and society, strengthen the rigid constraint of water resources and water environment carrying capacity, highlight the water quality protection of drinking water sources, excellent water bodies and water conveyance channels, and enhance the supply capacity of high-quality ecological products.

  2 pollution control is the foundation. Strictly follow the requirements of "saving water first, then transferring water, pollution control first, water supply first, environmental protection first, then using water", take the improvement of water quality as the goal, focus on the treatment of domestic, livestock and industrial pollution sources, implement total pollutant discharge control, speed up the construction of environmental protection infrastructure in the basin, take comprehensive measures such as source control, pollution control, water diversion, restoration and management, and promote all kinds of remediation projects with stricter requirements, more realistic responsibilities and faster progress.

  3 water system co-governance. Taking the water network as a link, we will comprehensively implement river basin system management, scientifically coordinate the joint management of Hanjiang Rongjiang Lianjiang River system and the optimal allocation of water resources, strengthen the collaborative management and control of the upstream and downstream, left and right banks and main branches of the river basin, optimize the ecological, production and living space, and systematically promote water pollution prevention, water environmental protection and water resources management. 4 watershed quality improvement. Considering the characteristics of river system, natural endowment of resources and environment and the level of economic and social development, we should give full play to the advantages of resources and culture in Chaoshan area, and combine water control with urban renewal, land development in the basin, industrial transformation and upgrading, cultural inheritance of Chaoshan water town, and activation and utilization of ancient post roads in southern Guangdong, so as to improve the living environment, land appreciation and overall improvement of urban quality, and promote the construction of ecological civilization and sustained and healthy economic and social development in eastern Guangdong.

  (3) the scope of remediation.

  The catchment areas of Hanjiang River, Rongjiang River and Lianjiang River Basin in Shantou, Meizhou, Shanwei, Chaozhou and Jieyang (see Table 1 for details), with emphasis on water conveyance channels such as Fengjiang River, Chaoshuixi River and Wushi Diversion Canal, the water receiving reach of Rongjiang River and Lianjiang River and the reach below the water intake of Luhu Lake in Hanjiang River Basin.

  Second, the goal of remediation

  (a) the overall goal.

  Recently, the water environment quality in eastern Guangdong has been effectively improved, and the water quality of the water conveyance channel of Hanjiang Rongjiang Lianjiang water system connection project has been effectively guaranteed. The water quality of Hanjiang River meets the standard stably according to the requirements of environmental function, and the water quality in the middle and lower reaches of Rongjiang River reaches Grade III, Lianjiang River basically reaches Grade V and Fengjiang River reaches Grade IV.

  In the long run, the water environment quality in eastern Guangdong has been significantly improved. The water quality of Hanjiang River remains excellent, with the middle and lower reaches of Rongjiang River reaching Grade III, the main stream of Lianjiang River reaching Grade V, the middle and upper reaches striving to reach Grade IV, and the water quality of Fengjiang River reaching Grade IV.

  (2) Stage objectives.

  By 2018, the water quality of Rongjiang River and Fengjiang River will be improved. The water quality of East Lake section of Rongjiang River will reach Class III, and the water quality of Longshi and Didu sections will strive to reach Class III. The water quality of Fengjiang deep pit section reaches class V.

  By 2019, before the operation of the water system connection project, the water quality of the deep pit section of Fengjiang River will be maintained at Class V, the water quality of the estuary section of the North River into Rongjiang River will reach Class V, the water quality of the Lianjiang water intake point of the Guanbu water diversion project will reach Class V, and the water quality of the Lianjiang water intake point of the Wushi sluice water diversion project will reach Class V.

  By 2019, after the operation of the water system connection project, the water quality of the deep pit section of Fengjiang River will reach Class IV, and the water quality of the section of Fengjiang River entering the mouth of Rongjiang River will reach Class IV; The water quality of the diversion point of Guanbu diversion project reaches Class III, and that of Wushi sluice diversion project reaches Class III.

  By 2020, the water quality of Chifeng, Daya and Longdu sections in the middle and lower reaches of Hanjiang River Basin will reach Class II, and that of Shengping section will reach Class III. The water quality of Rongjiang East Lake, Longshi and Didu sections reaches Class III; The water quality of Lianjiang basically reaches Class V; The water quality of the deep pit of Fengjiang River and the estuary of the North River into Rongjiang River reaches Grade IV.

  By 2025, the water quality of Hanjiang River will remain excellent; The water quality of Rongjiang East Lake, Longshi and Didu sections is stable to Class III; The section of Qingyangshan Bridge on the main stream of Lianjiang River is stable to Class V and strives to reach Class IV, and the water quality of the section of Haimen Bay Bridge Gate is stable to Class V.

  III. Remediation tasks

  (a) to focus on the integration of sewage treatment plants and networks, and comprehensively promote the pollution control of domestic sources.

  Accelerate the construction of sewage pipe network and sewage treatment plant, and steadily promote the upgrading of sewage treatment plant. Focus on speeding up the construction of sewage pipe network in old urban areas, urban-rural fringe areas and semi-urban and semi-rural areas, strengthen sewage interception and collection, and effectively improve the sewage collection rate. Carry out comprehensive sewage interception on the existing rainwater and sewage confluence direct discharge port to ensure that all sewage is intercepted into the sewage treatment plant and discharged after reaching the standard. The construction of new urban areas will be divided into rain and sewage, and the old urban areas with conditions will be gradually transformed into rain and sewage. Comprehensively investigate and evaluate the operation status of drainage pipe network, solve the problems of wrong connection, random connection and leakage of sewage pipe network, and avoid the phenomenon of sewage running, leaking, dripping and leaking. New and expanded sewage treatment facilities and supporting pipe networks must be designed, constructed and put into operation simultaneously. Further speed up the construction of urban sewage treatment facilities, giving priority to the construction of county and town sewage treatment plants in the catchment area of water conveyance channels. Steadily promote the upgrading of sewage treatment plants, raise the effluent standards of all urban sewage treatment plants to above Grade A, and gradually raise the effluent quality of urban sewage treatment plants to Grade V or IV standards of surface water in areas where conditions permit. Before the operation of the water system connection project in 2019, there will be no direct discharge of sewage in dry season along the water conveyance channels such as Fengjiang, Chaoshuixi and Wushi diversion canal. By the end of 2020, sewage treatment facilities will be built in all towns, and the urban sewage treatment rate will reach over 95%, and the urban sewage treatment rate will reach over 90%; The difference of chemical oxygen demand and ammonia nitrogen concentration between the inlet and outlet water of all urban sewage treatment plants reached more than 110 mg/L and 12 mg/L.

  Hanjiang river basin. By the end of 2018, dongfeng town sewage treatment facilities will be built in Chaozhou, with an additional treatment capacity of 0.6 million tons/day; Shantou City completed the sewage treatment facilities in four towns, such as Xinxi, Lianxia, Dongli and Longdu, on schedule, with a total new treatment capacity of 2.45 million tons/day; Meizhou completed 79 town-level sewage treatment facilities such as Yanyang on schedule, and expanded xingning city Sewage Treatment Plant, with a total new treatment capacity of 19.06 million tons/day. By the end of June, 2019, Chaozhou had speeded up the construction of sewage treatment facilities in three towns, namely Jiangdong, Phosphor Creek and Guantang, with a total new treatment capacity of 50,000 tons/day. By the end of 2020, Meizhou will have built sewage treatment facilities in 10 towns, including Changsha, and expanded three sewage treatment plants, including Jiangnan in the urban area, with a total new treatment capacity of 1.41 million tons/day. By the end of 2025, Meizhou will have built sewage treatment facilities in two towns, including Ningzhong and Xinbei, and expanded five sewage treatment plants in the urban area, including Jiangnan, and sewage treatment facilities in three towns, including Shejiang, Fengliang and Liuliu, with a total new treatment capacity of 160,000 tons/day; Chaozhou expanded the sewage treatment plant in Chaoan District, with an additional treatment capacity of 20,000 tons/day; Shantou City has built Chenghai Qingyuan Water Purification Plant and sewage treatment facilities in Lianxia, Dongli and Longdu towns, with a total new treatment capacity of 170,000 tons/day.

  Rongjiang river basin By the end of 2018, Jieyang City will have built two sewage treatment plants, including Airport and West District, and sewage treatment facilities in 26 towns, including Wujingfu, and expanded two sewage treatment facilities, including Jieyang City and Jiexi County, with a total new treatment capacity of 22.83 million tons/day and a new pipe network of 30,577 kilometers; Meizhou has built sewage treatment facilities in two towns, such as Beidou and Puzhai, with a total new treatment capacity of 0.43 million tons/day and a new pipe network of 363 kilometers. Shanwei has built sewage treatment facilities in Shuilip and Dongkeng towns, with a total new treatment capacity of 04.59 million tons/day and a new pipe network of 114 kilometers. Before the end of 2020, Jieyang City will build a sewage treatment facility (with an additional treatment capacity of 1.49 million tons/day) and build a new pipe network of 71 kilometers; Meizhou City expanded bei dou zhen sewage treatment facilities, with an additional treatment capacity of 0.1 million tons/day.

  Lianjiang river basin Accelerate the construction of sewage treatment facilities and supporting pipe networks such as Zhanlong, Nanjing, Qilin and Dam in Puning, Xiashan, Liangying, Chendian, Simapu and Longtian in Chaonan, Heping, Tongyu, Gurao and Guiyu in Chaoyang.

  Along the water conveyance channel. Combined with the construction progress of Lianjiang water system connection project in Rongjiang, Hanjiang, and according to the requirements of sewage interception along the whole water conveyance channel, the construction of sewage treatment facilities and supporting pipe networks along the water conveyance channels such as Fengjiang main stream, Chaoshuixi and Wushi diversion canal will be further accelerated. Along the main stream of Fengjiang River, before the end of 2018, Chaozhou has built sewage treatment facilities in five towns including Jinshi, Fuyang, Longhu, Dengtang and Shaxi, with a total new treatment capacity of 4.75 million tons/day and a new pipe network of 563 kilometers; Jieyang City has built two sewage treatment facilities, including Jiedong Development Zone and Yujiao Town, with a total new treatment capacity of 40,000 tons/day and a new pipe network of 512 kilometers. Before the operation of the water system connection project in 2019, Chaozhou City accelerated the expansion of the first and second sewage treatment plants in the urban area, with a total new treatment capacity of 190,000 tons/day, a new pipe network of 1,842 kilometers, and the construction of a sewage interception trunk along the main polluted tributaries of Fengjiang River of 51 kilometers; Jieyang City will build 77 kilometers of sewage interceptors along the main polluted tributaries of Fengjiang River, and consider expanding the sewage treatment facilities and supporting pipe networks in Jiedong Development New Area and Yujiao Town as appropriate. Along the Wushi diversion canal, before the end of 2018, Jieyang City will build sewage treatment facilities in two towns, such as Lihu, with a total new treatment capacity of 140,000 tons/day, and it will be equipped with 3 kilometers of pipe network and 31 kilometers of sewage interception trunk along the diversion canal. Along the Chaoshuixi River, before the end of 2018, Shantou City has built sewage treatment facilities in four towns, including Jinzao, Guanbu, Hexi and Xilu, with a total new treatment capacity of 470,000 tons/day, and supporting 868 kilometers of pipe network and 937 kilometers of sewage interception trunk along the Chaoshuixi River.

  (two) focusing on the improvement of livestock and poultry breeding, and fully promoting the control of non-point source pollution.

  1 Strengthen pollution control of livestock and poultry breeding. Strictly control the total amount of livestock and poultry breeding. By 2020, the number of live pigs in the cities in the basin will be reduced by more than 50% on the basis of 2016. Priority will be given to reducing livestock and poultry farms within the catchment area of water conveyance channels and receiving river sections.

  Expand the scope of livestock and poultry breeding areas in accordance with the law. According to the environmental carrying capacity of the river basin, the forbidden areas shall be strictly demarcated according to law, and the water conveyance channels such as Fengjiang River, Chaoshuixi River and Wushi Diversion Canal, and the areas extending at least 1 km along the banks of Rongjiang North-South River and Lianjiang River, which are in line with the scope of the forbidden areas in the Regulations on Prevention and Control of Pollution in Livestock and Poultry Scale Breeding, shall be demarcated as forbidden areas to further optimize the development layout of livestock and poultry breeding.

  Thoroughly clean up illegal farming. Before the end of 2018, the livestock and poultry farms (communities) and specialized households in the no-breeding areas will be closed or relocated according to law, and the breeding facilities and wastes will be thoroughly cleared. The existing unapproved livestock and poultry farms and aquaculture farms shall be dealt with according to law. Implement the supervision responsibility of towns and villages, and shall not provide farms to illegal farmers; Establish a prevention mechanism for resurgence, strictly control the rebound of illegal aquaculture, find out that one family cleans up one family and investigate the responsibility of the responsible person.

  Strengthen pollution control of livestock and poultry breeding and comprehensive utilization of waste. The existing large-scale livestock and poultry farms (communities) should support the construction of facilities for the storage, treatment and utilization of fecal sewage, and the scattered areas should implement household collection and centralized treatment and utilization of livestock and poultry fecal sewage. Livestock and poultry farms that fail to meet the standards shall be dealt with according to law. We will promote the new model of "government building, enterprises singing opera and farmers participating", implement the pollution control responsibilities of large-scale breeding enterprises and related farmers, guide the livestock and poultry breeding industry to transform into scale, intensification and ecology, and continuously improve the comprehensive utilization rate of breeding waste.

  2. Accelerate the construction of garbage disposal facilities. In Rongjiang River and its tributary Fengjiang River Basin, Jieyang City will build two garbage treatment facilities before the end of 2018, with an additional treatment capacity of 1,800 tons/day; By the end of 2020, two garbage disposal facilities will be built, with an additional processing capacity of 600 tons/day. In Lianjiang River Basin, Jieyang and Shantou should accelerate the construction of three waste incineration power plants, namely Puning, Chaoyang and Chaonan, to ensure that they will be completed and put into operation before the end of 2018, and basically form a treatment capacity that matches the output of urban domestic waste. Before the end of 2018, Chaozhou will build the waste incineration plant in Chaoan District and the environmental protection power plant in Chaozhou City, and continue to build the third landfill area of Chaozhou Municipal Domestic Waste Treatment Plant, with a total new garbage treatment capacity of 2,250 tons/day; After June 2019, the environmental protection power plant in Chaozhou city will be expanded according to the garbage disposal capacity. Strengthen the supervision and management of garbage disposal facilities and realize standardized operation.

  Standardize garbage disposal. Strengthen the supervision and management of garbage disposal facilities and realize standardized operation. It is strictly forbidden to litter and simply bury domestic garbage, and severely investigate and deal with open burning of garbage. The town and village garbage treatment facilities will be supplemented, the layout will be further improved, and all treatment facilities will be promoted to achieve standardized operation. Strengthen the special rectification of town-level landfills, carry out special law enforcement and rectification actions for landfills, and severely crack down on illegal activities such as unsupported pollution prevention measures and leachate direct discharge, illegal discharge and excessive discharge, and complete the town-level landfill rectification task before the end of 2019.

  3. Steadily promote the comprehensive improvement of rural environment. Fully implement the whole county packaging to promote rural sewage treatment. Give full play to the role of the original rain and sewage diversion facilities in rural areas, promote the construction of rural sewage treatment facilities according to local conditions in natural villages, gradually incorporate domestic sewage around urban built-up areas into urban pipe networks for treatment, and consider centralized treatment in contiguous villages when conditions permit. Give priority to the construction of rural domestic sewage treatment facilities along the water conveyance channel. Improve the long-term mechanism for the management and maintenance of rural sewage treatment facilities, encourage the entrustment of third-party professional institutions to implement unified management and maintenance, and ensure the stable operation of sewage treatment facilities. By the end of 2019, more than 80% of rural domestic sewage will be effectively treated. If it is brought into the urban sewage pipe network nearby, the tail water shall be discharged into the urban sewer water quality standard (CJ343

  -2010); If the treated effluent is directly discharged into the natural water body, the tail water shall at least comply with Class I B standard of Pollutant Discharge Standard for Urban Sewage Treatment Plants (GB18918-2002).

  Strengthen the collection and treatment of rural garbage. Accelerate the construction of rural garbage collection and transportation system, improve the standardization of facilities and the specialization level of cleaning team, build a standardized and professional urban and rural domestic garbage collection and transportation system and a complete rural domestic garbage collection and transportation system to achieve full coverage of rural cleaning. By 2018, a domestic waste treatment and disposal system with full coverage of facilities and perfect functions will be basically formed, and more than 90% of rural domestic waste will be effectively treated.

  Implement the rural clean river action. Give full consideration to the characteristics of the water system and cultural characteristics in Chaoshan area, take measures such as pollution interception and pollution control, water system connection, dredging, bank slope regulation and river cleaning, and promote the comprehensive management of rural rivers and stockyards in the whole village, build ecological river channel ponds and dams, and build a beautiful village in Chaoshan area.

  (three) to focus on the rectification of "scattered pollution" enterprises, and comprehensively strengthen the pollution control of industrial sources.

  1. Banning "scattered and polluted" enterprises according to law. Carry out carpet inspection of "scattered pollution" enterprises in electroplating, pickling, papermaking, printing and dyeing, food (preserved fruits and bamboo shoots), waste plastic processing, car washing, washing, catering and other industries, and ban "scattered pollution" enterprises according to law. Give priority to cleaning up "small scattered pollution" enterprises in the catchment area of water conveyance channels. Strengthen pollution control in catering, car washing, washing and other industries. This kind of sewage should be included in the municipal sewage pipe network and connected to the sewage treatment plant for centralized treatment. Relevant operators in areas not covered by the municipal pipe network should treat the sewage and achieve the discharge standard.

  2. Accelerate the construction of environmental protection comprehensive treatment center. In Lianjiang River Basin, we will unswervingly promote the construction of textile printing, dyeing and environmental protection comprehensive treatment centers in Chaoyang, Chaonan and Puning, and complete the gathering of all enterprises by the end of 2018. After upgrading, the production process should reach the second level of the industry cleaner production standard or better.

  Rongjiang River and its tributary Fengjiang River Basin, in accordance with the principle of "upgrading a batch, gathering a batch and shutting down a batch", integrate and upgrade heavily polluting enterprises such as preserved fruit and pickling, promote agglomeration development, and implement centralized pollution control and unified treatment. Before the operation of the connectivity project in 2019, the Puning and Jiexi preserved fruit processing environmental protection comprehensive treatment centers will be built and all enterprises will enter the park. Pickling enterprises will enter the existing Sino-German metal eco-city, and heavily polluting enterprises that refuse to enter the park and do not meet the in-situ retention conditions will be shut down according to law. Strengthen the pollution control of Jiedong bamboo shoot processing and comprehensively utilize the waste.

  3 Strict environmental access. Before the end of 2018, the provincial environmental protection department will formulate stricter discharge limits of water pollutants in the Rongjiang River Basin and report them to the provincial people’s government for approval. Cities in the basin shall implement a negative list of industrial access, define the requirements of space control, total amount control and environmental access, and put forward shoreline, river section, region, industry and related management measures that restrict and prohibit development along the water conveyance channel. Strictly control the project construction of papermaking, tanning, monosodium glutamate, bleaching and dyeing, printing and dyeing, oil refining, fermentation and brewing in the catchment area of the water conveyance channel.

  (four) focusing on the remediation of black and odorous rivers, and comprehensively improving the water environment carrying capacity of the basin.

  1 completely eliminate the black and smelly rivers. In addition to carrying out remediation of black and odorous water bodies in urban built-up areas in accordance with national and provincial arrangements, measures such as source control and pollution interception, dredging and dredging, living water circulation, fresh water replenishment and ecological restoration are taken to systematically promote remediation of black and odorous rivers in other areas. Priority should be given to the remediation of black and odorous rivers in the catchment area of water conveyance channels. Before the end of 2018, the sewage outlets along Fengjiang, Wushi diversion canal and Chaoshuixi will be investigated in detail, and the sewage outlet interception and plugging scheme will be formulated. Combined with the construction of sewage interception system along the river to promote sewage interception and discharge, temporary emergency sewage treatment facilities will be added to the river sections where sewage can not be included in the urban sewage pipe network temporarily. At the same time, comprehensively clean up illegal land occupation and illegal construction on both sides of the river. Before the operation of the water system connection project in 2019, the main tributaries along the Fengjiang River, Wushi Diversion Canal and Chaoshuixi River will be "no direct discharge of sewage, no garbage on the river surface, no siltation in the river, no violation on both sides of the river, and the river is not black and smelly".

  2. Carry out comprehensive river regulation. Comprehensively promote the comprehensive improvement of heavily polluted rivers such as the main stream of Fengjiang River, Chetian River, Xiashan River, Beigang River, Chaoyang Moat and Baima River in Lianjiang River Basin, and Huoshao River, Xinliuxi River and Dongfeng River in Ronghang River Basin. Each county-level city and town in the basin should improve more than one heavily polluted tributary river every year. Strengthen the ecological restoration of rivers. Gradually realize the wetland of river bed, the ecology of river bank and the landscape of river bank, restore the ecological function of river and improve the water environment carrying capacity of river basin. Properly dispose of the sludge produced in the remediation process to avoid secondary pollution, and the polluted sludge with prominent heavy metal problems should be incinerated and dried before comprehensive utilization; Dredged sludge that meets the Pollution Control Standard of Agricultural Sludge should be combined with the construction project of the coastal zone on both sides of the strait, and a park should be built nearby to build a coastal ecological landscape zone.

  3. Strengthen the optimal operation of water resources. Accelerate the construction of Hanjiang Rongjiang Lianjiang Lianjiang connectivity project to ensure that it will be completed and put into operation before the end of 2019. Formulate the operation scheduling scheme of water system connection project, establish the response mechanism of water resources scheduling and water quality change, and scientifically optimize the scheduling of water resources in eastern Guangdong. Further coordinate the water resources in the whole Hanjiang River basin, scientifically optimize the dispatching of Mianhuatan, Gaopi and other water control projects, increase the discharge in dry season, and ensure that the Fengjiang Tunnel Diversion Project and Rongjiang Guanbu Diversion Project can maintain the ecological water supply with a flow of more than 5 cubic meters per second in dry season, so as to give full play to the ecological and environmental benefits of the Hanjiang Rongjiang Lianjiang Lianjiang Connecting Project.

  (five) to combat environmental violations as the focus, and comprehensively improve the level of environmental supervision.

  1 Strengthen environmental supervision and law enforcement. Seriously investigate and deal with environmental violations such as unapproved construction, abnormal use of pollution control facilities and illegal discharge, leakage and excessive discharge. Regularly organize special law enforcement actions in heavily polluting industries such as electroplating, pickling, bleaching and dyeing, printing and dyeing, and continue to maintain a high-pressure law enforcement trend. The catchment area of the water conveyance channel will be listed as a key supervision area, carpet cleaning and rectification will be carried out regularly, and inspection and law enforcement will be strengthened. Use unmanned aerial vehicles, unmanned boats and other means to timely grasp the illegal sewage discharge along the Fengjiang River, Chaoshuixi River and Wushi Diversion Canal.

  2. Strengthen the whole process supervision of sewage enterprises. Full implementation of pollutant discharge permit, with the goal of improving water quality, for enterprises

  Strictly supervise the types, concentrations, total amount and discharge destination of pollutants specified in the Pollution Discharge Permit. According to the industry, the pollutant discharge permit of fixed pollution sources will be issued step by step to achieve full coverage. Strict punishment and accountability mechanisms shall be established according to law, and it is forbidden to discharge pollutants without a license or not according to the license.

  3 Implement joint law enforcement. Construction of Shantou, Meizhou, Shanwei, Chaozhou, Jieyang environmental protection integration platform and environmental monitoring cooperation, border joint law enforcement, cross-border cross-border law enforcement, environmental emergency linkage and other mechanisms to promote the formation of unified law enforcement standards. Strengthen the joint law enforcement of departments, and the county-level environmental protection, public security, industry and commerce, safety supervision, electricity, water supply and other departments in the basin will carry out joint special actions at least once every quarter to rectify water pollution enterprises in key areas.

  Severely crack down on environmental crimes. Establish a law enforcement linkage mechanism between environmental protection departments and public security organs, strictly implement the Environmental Protection Law of People’s Republic of China (PRC) and the Judicial Interpretation of Environmental Pollution Crimes issued by the Supreme People’s Court and the Supreme People’s Procuratorate, improve the linkage mechanism between administrative law enforcement and criminal justice, and strengthen cooperation between environmental protection, public security and supervision departments. Strengthen the cooperation between environmental protection and industrial and commercial departments, give full play to the role of the Provisional Regulations on Enterprise Information Publicity, and implement joint punishment for enterprises that violate environmental laws.

  (6) Focusing on the overall management and development of river basins, and comprehensively improving the living environment and green development level of river basins.

  1 Coordinate river basin management and land development. We will promote a new financial model of river basin management, which integrates water environment management with ecological restoration, land development and investment and financing, and promote the appreciation of surrounding land with the improvement of water environment quality. A certain proportion of the proceeds from land improvement and appreciation after remediation should be used for comprehensive river basin management. Combine water control with urban renewal and transformation, and promote the overall improvement of urban quality and the improvement of urban and rural appearance through water control. Adhere to water control first, pay attention to people’s livelihood, harmony between people and water, be green and low-carbon, promote the construction of low-carbon ecological demonstration zone with the improvement of water environment quality, and strive to build a water control pattern integrating water ecology, water environment and water landscape.

  2. Coordinate water environment management, industrial development and water culture construction. Give full play to the advantages of location, resources, tradition and scale in Chaoshan area, optimize the industrial spatial layout, promote transformation and upgrading, and form a number of green products with high added value, high technology content and great market potential. Taking Hanjiang River, Lianjiang River and Rongjiang River as green water system ties, the comprehensive improvement of rural residential ecological environment is combined with the construction and restoration of the ancient post road in South Guangdong and the development of rural tourism, so as to promote the improvement of rural appearance and economic development along the ancient post road, create the characteristic culture of Chaoshan water town, and build a town that meets the requirements of ecological environment protection and reflects the regional cultural characteristics of Chaoshan.

  3 coordinating pollution control and water control work. Coordinate and promote the construction of water conservancy facilities such as pollution control, flood control and drainage, as well as the utilization and development of water resources such as water supply, irrigation, power generation and shipping, and simultaneously consider and coordinate the construction of environmental protection facilities and water conservancy projects. Coordinate the relationship between upstream and downstream, left and right banks, main tributaries, scientifically dispatch and optimize the allocation of water resources in this basin and outside. Comprehensively promote the construction of water-saving society and promote the sustainable utilization of water resources.

  Fourth, safeguard measures

  (1) Strengthen organizational leadership.

  The provincial government has set up a leading group for the construction of Hanjiang Rongjiang Lianjiang water system connection project, which is responsible for the overall coordination of the project. The Provincial Environmental Protection Department regularly organizes communication and docking among the cities in the basin, coordinates and solves the outstanding problems existing in the remediation work, and promotes the cities in the basin to accelerate the remediation work in accordance with the requirements of "systematic water control, wall chart operation, four-source governance and joint law enforcement". Cities and counties (cities, districts) at all levels in the basin should establish corresponding coordination mechanisms to jointly promote governance and ensure the unity of government decrees, synchronization and task implementation. Cities in the basin should adhere to the principle that the "number one" should personally take overall responsibility, be in charge of specific leadership and coordinate in all directions to ensure that responsibilities, measures and inputs are in place; It is necessary to speed up the implementation of wall chart operations, implement information sharing for rectification, and adhere to the "one map" to the end.

  (2) Implementing the responsibilities of all parties.

  Implement a hierarchical responsibility system. According to the deployment of the provincial government, the relevant departments of the province should strengthen the overall coordination, supervision and guidance of pollution control work, and regularly publish the progress of remediation work to promote the implementation of responsibilities. The municipal governments in the basin are responsible for the implementation of this plan, so it is necessary to strictly and synchronously implement the Water Environment Comprehensive Improvement Plan of Lianjiang Basin (2014-2020) and the Water Quality Protection Plan of Hanjiang Basin (2017-2025) to ensure the completion of all tasks and objectives. Chaozhou and Jieyang should speed up the renovation work in accordance with the requirements of new water control objectives and time nodes.

  (3) Do a good job in ensuring funds.

  The relevant departments of cities and provinces in the basin should actively strive for the relevant special funds and policy support for the prevention and control of water pollution in the central government. The provincial finance department gives financial support to the water environment improvement in Rongjiang and Fengjiang River basins according to the Lianjiang River basin improvement policy. Increase the collection of sewage and garbage disposal fees, and appropriately adjust the collection standards. Strengthen cooperation with China Development Bank, Agricultural Development Bank and other financial institutions, and make full use of low-cost, medium-and long-term relevant special loans to invest in water environment improvement projects. Use the model of cooperation between government and social capital (PPP) to attract social funds to invest in water environment management, formulate policies to encourage rural sages and entrepreneurs to donate water pollution control facilities, and solve the construction fund gap through multiple channels. Study and establish the ecological compensation system for the upstream and downstream of Lianjiang Rongjiang Lianjiang River system.

  (4) promoting the participation of the whole people.

  Intensify the publicity on the environmental management of Rongjiang River in Hanjiang River, raise public awareness of environmental protection, and guide the public to support the prevention and control of water pollution. Give full play to the supervisory role of Party representatives, deputies to the National People’s Congress, CPPCC members and the news media, and form a supervisory mechanism in which the whole society participates extensively. Give full play to the role of rural regulations and grassroots organizations, guide villagers’ environmental behavior, and cultivate good rural environmental habits. Implement the system of environmental social supervisors and environmental volunteers. Cities in the basin should set up an "environmental violation exposure desk" on the relevant official website to publicly expose typical cases of environmental violations. Establish a reward system for environmental complaints and reports, and encourage the public to "take pictures" of pollution phenomena.

  (5) Strict evaluation and accountability.

  The Provincial Environmental Protection Department regularly evaluates the implementation of this plan in the cities in the basin, and the evaluation results are submitted to the provincial people’s government, which is included in the important content of the provincial environmental protection inspectors in the cities in the basin, as an important basis for the assessment of environmental protection responsibilities in the cities. The responsible units and persons who fail to implement the tasks, do not work effectively, make no progress in governance, and have no obvious effect shall be given quantitative accountability in strict accordance with the regulations. Those who fail to complete the annual objectives and tasks due to ineffective work and lack of performance of duties shall be investigated for the responsibilities of relevant units and personnel according to law and discipline. For areas that fail to complete the remediation objectives and tasks on schedule, they shall be strictly controlled in terms of emission control indicators of major pollutants, special subsidies for environmental protection, and arrangement of construction land indicators.

  V. Key projects

  (1) Speed-up project of environmental protection facilities.

  The town has built a sewage treatment plant, and there is no direct discharge of sewage along the water conveyance channel. Improve the sewage collection pipe network, build and expand backbone sewage treatment plants and domestic waste treatment facilities, build sewage recycling and sludge disposal facilities, upgrade the sewage treatment plants, and continuously improve the pollution reduction effect of pollution control facilities. There are 166 major sewage treatment projects listed in Schedule 2 of this scheme, with an additional treatment capacity of 169.05 million tons/day and an additional sewage pipe network of 17,458 kilometers, and 20 garbage treatment projects listed in Schedule 3.

  (2) Industrial agglomeration upgrading project.

  All heavily polluting enterprises enter the park to realize industrial intensive development, centralized pollution control and unified supervision. A total of 3 textile printing and dyeing environmental protection comprehensive treatment centers, 1 electroplating and pickling base, 2 preserved fruit environmental protection comprehensive treatment centers and bamboo shoot deep processing waste comprehensive treatment centers will be built, and sewage treatment facilities and central heating facilities will be provided. Six major projects, as shown in Schedule 4.

  (3) remediation project for black and smelly rivers.

  "One river, one policy", fully realize that the river is not black and smelly. We will comprehensively promote the comprehensive improvement of black and odorous rivers in urban built-up areas, systematically implement water surface cleaning, dredging and clearing obstacles, draining running water, ecological river banks, greening and beautifying, hydrophilic landscapes and other projects to eliminate black and odorous rivers and continuously improve the water environment carrying capacity of the basin. There are 69 major projects, as shown in Schedule 5.

  (4) Water quality assurance project.

  Treat point source and control non-point source to ensure the water quality safety of water conveyance channel. Sewage treatment plants and supporting facilities will be built along the water conveyance channels of Fengjiang, Chaoshuixi and Wushi diversion canals. There are 44 major projects. See Table 6 for details.

  (5) Supervision capacity improvement project.

  Give equal attention to water quantity and quality, and comprehensively improve the ability of environmental supervision. On the basis of the existing automatic water quality monitoring network, automatic water quality monitoring stations are added at the deep pit section at the cross-city junction of Fengjiang River, the mouth of Fengjianghe River, Longshi Bridge Gate at the North River of Rongjiang River and Haimenwan Bridge in Lianjiang River, and the capacity of flow monitoring is increased at each station. Cross sections are set up at Luhe and Jiexi in the upper reaches of Rongjiang River to regularly monitor the upstream water inflow. There are 6 major projects, as shown in Schedule 7.

  This scheme will be implemented as of May 1, 2018.

  Schedule: 1 Table of remediation scope; List of key sewage treatment plants and supporting pipe network projects; 3. List of key garbage disposal facilities; 4 list of industrial agglomeration upgrading projects; 5. List of remediation projects for black and smelly rivers; 6 water quality assurance project list; 7 list of projects for improving supervision capacity (omitted)

Bad movies are often seen again. Expert: It’s meaningless to show them.


The three films, Peach Blossom in the Cold, Big Talk and No Man’s Land, all suffered a bad ending.

 

    Movie network news No Man’s Land, which has been released recently or will be released soon, has one thing in common — — Rotten tail "Big Talk" and "No Man’s Land" were made four years ago, while "Peach Blossoms in the Cold" was finished ten years ago. These once-disappeared films have recently entered the cinema frequently to meet the audience. For the main creator, it is a good thing that the film can be released, at least some of the original investment can be recovered, especially "No Man’s Land" has achieved good box office results, but in the eyes of experts, such films have been "hidden in the snow" for too long, and if they are not art films, they have lost the significance of release.

Ten years, such as "Peach Blossoms in the Great Cold", brought back 1% movies.

    On January 17th, a movie called Peach Blossoms in the Great Cold was released, starring Yang Mi and William Feng. Why is the film so famous because it has such a strong lineup? There is only one reason — — The film was shot in 2004. Yes, this is an out-and-out movie. Although it was successfully filmed, it could not be released in time, just like the actor was "hidden in the snow".

    Movies hidden in the snow, such as "Peach Blossoms in the Great Cold", have frequently "seen the light of day" during this period. Last year’s Tanabata movie was released for at least three years, and Huang Xiaoming’s name in the cast list has even changed from starring to "guest appearance". This year, the movie "Big Talk and Fairy Tales" which will be released on February 2nd, formerly known as "Fairy Tales", was launched in November 2009. After filming, news of the upcoming release came several times, but it was all gone, and the release date was finally determined a few days ago. In fact, Sun Li didn’t finish the film, and body double did the rest. Liu Zhenwei, the director, once said in the Weibo that he only shot a part of "A Talk Fairy", but stopped shooting because of lack of funds, and the rest of the scenes were finished by other directors. Liu Zhenwei also bluntly said that "A Talk Fairy" is not strictly his own work.

    In contrast, "Peach Blossom in the Cold" should be regarded as a fighter in a rotten movie. It was not released until 10 years after the film was finished. Yang Mi and William Feng, the leading actors, have changed from nobody at the beginning to hot stars now. Some netizens laughed and said that after watching this movie, you can know where Yang Mi’s face is whole. The film was released on January 17, and the box office in the first three days was only 640,000. The number of films in the top 20 ticket warehouses in China was only 1%, which was far from the 50 million box office expected by the film.

Next page:There is still no trace of the unfinished movie, and the mermaid empire has completely disappeared.

Make good use of the short video as a "grass planting machine"

In Hongyadong Scenic Area, Yuzhong District, tourists shoot beautiful scenery on Qiansimen Bridge. (Photo taken on February 15) Reporter Yin Shiyu Photo/Visual Chongqing

In Hongyadong Scenic Area, Yuzhong District, tourists shoot beautiful scenery on Qiansimen Bridge. (Photo taken on February 15) Reporter Yin Shiyu Photo/Visual Chongqing

Following the "Village Supermarket" in Guizhou, the barbecue in Zibo and the ice and snow in Harbin, the wind of traffic has blown to the northwest.

Since March, Tianshui Mala Tang in Gansu has been on the hot search list on major social platforms, "a bowl of Mala Tang, a city with fire". For a time, this northwestern town opened a "Mala Tang Special Line" and held a "Eating Festival" for Mala Tang … All kinds of fancy pet powder scenes are exactly the same as the "please-oriented market" in Zibo and Harbin.

This seems to be so familiar to Chongqing, which is well versed in traffic. As early as 2018, Chongqing was circled with the "8D Magic", and the total number of videos related to the city image reached 11.36 billion times, making it the "City of Tik Tok" ranking first in the country, with a fire tourism economy. In 2019, the National Day received 38.5961 million tourists, exceeding the total population of Chongqing, and because of measures such as "closing bridges" and "vacating a city", Chongqing became a "city".

Then, how to continue to manage the cultural tourism industry under the "flow"? What enlightenment does the popularity of "Tianshui Mala Tang" bring to the current Chongqing cultural tourism? In the past few days, the reporter has conducted an investigation on this.

A bowl of mala Tang set a city on fire.

Some people say that in the era of short video, traffic is like a pool, and different topics are rippling every day. For cities, the most intuitive and local elements are often the most "explosive".

Food is the most important thing for the people, and food is used to incite the flow, which has the function of "four or two", as in Zibo and Tianshui.

This round of Tianshui out of the circle can be traced back to February 13, a video of Tianshui Mala Tang released by a netizen. The attractive color and spicy taste of YOLO made netizens marvel that "it can make people drool through the screen", and its video quickly won millions of likes and was shared by 1.83 million netizens.

"Gansu Tianshui Mala Tang" quickly climbed the hot search list on major social platforms. At present, it has been played more than 1.39 billion times on social media such as Tik Tok, Weibo, Xiaohongshu and WeChat, and Tianshui has completely opened up a new world of traffic. Mala Tang lovers and food bloggers from all over the country flocked to Tianshui and traveled thousands of miles to eat a bowl of Mala Tang.

After becoming popular, the relevant departments in Tianshui responded very quickly, opening the familiar "pet powder" mode: painting walls and repairing roads overnight, organizing special car service at the airport, and opening a "mala Tang special line" …

Various scenic spots, hotels, travel agencies and so on in Tianshui have also taken action to send scenic spots tickets, cultural and creative products, accommodation concessions, local specialties and so on to foreign tourists.

Tianshui Municipal Government also held a special meeting to promote the service guarantee of "Tianshui Malatang", asking the whole city to seize the opportunity, take advantage of the situation, take full action, show full sincerity, make careful efforts, make careful arrangements and preparations, and make every effort to ensure the service, and strive to achieve "a bowl of Malatang promotes the great development of Tianshui".

Under the blessing of traffic, Tianshui’s cultural tourism market quickly became popular. In addition to the mala Tang shops that queue for several hours, Fuxi Temple, museums, Maijishan Grottoes and other places in the urban area have also attracted a large number of tourists.

The data shows that during the weekend from March 16th to March 17th, Tianshui received 435,900 tourists, including 136,800 tourists from outside the province, and the comprehensive tourism income was about 263 million yuan.

According to the "2024 Qingming Small Holiday Consumption Trend Report" released by Tongcheng Travel, Tianshui has entered the top ten of this year’s Qingming Small Holiday destinations, becoming this year’s "dark horse" destination.

The "Grass Planting Machine" in the Short Video Written Travel Market

From the track Liziba Station and Hongyadong in Chongqing, to the "Turkish Ice Cream" in Gulangyu, Xiamen, to the "Village Supermarket" in Guizhou, the barbecue in Zibo, and the ice and snow in Harbin … In recent years, short-sighted cases of burning one store, one road and one city have been common, and even have a profound impact on consumers’ travel habits and the marketing methods of the tourism industry.

In this regard, Zhang Qi, the general manager of Hongyadong Scenic Area, who is the first in the country to enjoy the traffic dividend, feels "not surprising". In his view, short videos can adapt to the fast pace of life in modern society, integrate different communication advantages such as words, pictures, images and music, bring users an immersive experience in a short time, and have the characteristics of low browsing threshold and strong experience, which can stimulate consumers’ desire to buy and have natural "adaptability" with tourism, food and other fields.

Zhou Zhaoxin, the project manager of the second factory of Erling, transformed the abandoned industrial site into the Wenchuang Park of the second factory of Erling 10 years ago, which caused a sensation in the whole country and was also the beneficiary of the first wave of short video traffic. He said that the moving feature of short videos lies in the personalized perspective and way of expression. From "planting grass" online to "pulling grass" offline, short videos have brought benefits to businesses, short video bloggers and tourists.

"Before going out, watch short videos as a guide; When traveling, taking videos to share experiences and experiences … Short videos have a natural’ close relationship’ with the tourism industry, and have quietly changed people’s travel habits, thus changing the’ traditional gameplay’ of the tourism industry and giving birth to new models. " Zhang Dawei, general manager of regional government affairs of Ctrip Group, said that at present, marketing through short videos has become the mainstream of the cultural tourism market, and it covers six major elements of tourism, namely "eating, living, traveling, buying and entertaining". First, it is a new trend to "plant grass" and then "pull grass".

Find the right traffic password and promote the modernization of communication ability

In fact, not only at home, but also around the world, world-class tourist cities are all cities with strong communication ability and influence.

As an early batch of "fire up", Chongqing has made many beneficial explorations in recent years.

Our city has held three consecutive Chongqing cultural tourism photography and short video competitions, and successfully launched a large number of outstanding works, such as "Come to Chongqing, spoil you more", "Yunhai Chongqing" and "Canoe has crossed Chung Shan Man".

It is worth mentioning that in January this year, Beijing Normal University’s New Media Communication Research Center, China Daily Network, Guangming.com and Beijing Normal University’s Education News and Media Research Center jointly released the Report on the Construction of Overseas Network Communication Power in China in 2023. The top ten cities are Shanghai, Beijing, Hangzhou, Shenzhen, Chongqing, Wuhan, Chengdu, Guangzhou, Shaoguan and Tianjin. This is also the top ten list of China’s overseas network communication power.

Hongzhong Zhang, dean of the School of Journalism and Communication of Beijing Normal University, one of the publishers of this report, said that the reason why Chongqing can "do it" in this investigation of communication power is that the communication content of the city is diversified, and it is no longer limited to homogeneous contents such as tourist scenery, but shapes the image of the city by showing unique cultural symbols, economic strength, scientific and technological achievements, natural landscape and historical details. In the form of communication, short video has been widely used, which vividly shows the landscape and culture of the city through exquisite images, dynamic scene switching and rich colors.

Then, how will Chongqing continue to manage the urban development under the "flow"?

At the end of last year, at the city’s conference on propaganda and ideological and cultural work, our city clearly put forward that it is necessary to continuously enhance the influence of all-media communication, create a new mainstream public opinion communication platform, promote the development of media integration, strengthen the construction of international communication capacity, and tell the China story and the new Chongqing story in an all-round way.

Next, our city will adhere to the integration of international communication and urban development, innovate the concept of urban international communication, focus on urban narrative, land and sea narrative, build a system of urban international communication, and do a good job in urban international communication brand projects, so as to further enhance Chongqing’s international reputation and reputation.

At the same time, we will further innovate and promote the efficiency of urban communication, solidly promote the modernization of communication capacity, and strive to create an open image of a new Chongqing as a city of land and sea, a city of vitality, a green image of a city of mountains and waters, and a colorful image of a city of people, so that the world can know more about Chongqing and become an important window for the world to know about China.

"The shaping and dissemination of city image is a long-term process. The characteristics of information dissemination in the all-media era require that we should grasp the key points of city image dissemination and cultivate public awareness of city image." The relevant person in charge of the Municipal Cultural Tourism Commission said that, next, the strengths of the cultural tourism industry in our city in improving communication power include: making good use of the short video as a "grass planting machine" to enhance the communication power of the city image; Make good use of community communication and "fan" communication to stimulate tourists’ communication initiative; Docking urban context with cultural creativity and cultivating urban cultural IP; Integrate science and technology into tourism, realize the combination of soft culture and hard power, and let tourism products show their unique charm. (New Chongqing-Chongqing Daily reporter Han Yi)

How much of the Japanese whisky you drink is to pay for the marketing cost?

Original Zhou Xueling’s research on going to sea in Yuanchuan

In recent years, the reputation of Japanese whisky has risen. Five years ago, the cheap whisky cost dozens of dollars, but now it costs more than 800 dollars. In 2005, the limited edition Yamazaki sold for $7,000 for 50 years, and in 2018, it was auctioned for $340,000. This increase will make Maotai cry for big brother.

▲ The record-breaking Yamazaki has turned 38 times in 13 years in 50 years.

However, just over a decade ago, Japanese whisky was just a neglected category, and Japanese manufacturers closed down one after another or sold themselves to foreign companies because of unsalable sales. No one expected that there would be today’s grand occasion.

So, is a bottle of Japanese whisky of several thousand dollars an IQ tax? How did it get fired to its current high position? What elements do you need for a wonderful marketing hype?

Let’s start with a conclusion. At this point, the price of Japanese whisky is far more than the drinking value, but it has financial attributes like assets such as houses, stocks and futures. Therefore, the analysis of its speculation path, just like the analysis of all financial assets that can be speculated, cannot be separated from four elements, namely:

A series of unique narratives that are generally accepted,

A handful of dealers with concentrated chips,

A large group of speculative hot money,

And an objective scarcity.

Here, you can pause and think about whether diamonds, Maotai, Bitcoin and school districts have all these four elements, or which one is missing.

Next, we will explain them in order to see how they create the myth of Japanese whiskey one by one.

| Narration

YCCHUHAI

The first is narrative, an infectious narrative can shape people’s cognition, and the unified cognition of a group of people is value. A group of people think that something is valuable, then it is valuable.

And if narrative is to be convincing and interesting, we should start from both rationality and sensibility.

Japanese whisky builds rational cognition by winning prizes. In 2001, a professional whisky magazine in Britain held a wine tasting contest. Among 293 whiskies sent by manufacturers, a whisky from Japan was rated as the first. In the same year, another Japanese whisky also won the gold medal in the internationally renowned liquor competition IWSC.

▲ Japanese whisky is emerging in Europe.

Write down these two test sites. I will take the test later. This is the first time that Japanese whisky beat Scotland on the international stage, and it began to gain the attention of European fans, and in the next 20 years, it continued to win large and small awards.

However, although there are more and more awards, there is a big difference between rational cognition and non-cognition. If there are more, it will be numb. Therefore, it is necessary to rely on perceptual cognition, like multiple dreams in Inception, to implant an idea into people’s hearts with a large number of stories.

The most widely circulated story of Riwei is the magical wooden cask with water.

The barrel used for traditional whisky is oak, which is not available in Japan. Generally, it was imported from North America and Europe. The supply was interrupted during World War II, so we had to look for local substitutes. Finally, we found the water wood in Hokkaido, which seemed to be a last resort at that time, because it was not well sealed, the original wine was easy to leak and volatilize, and the aroma released in the first few years overshadowed the wine, which was very poor. So as soon as the war was over and the supply of oak resumed, the winery immediately put this inferior barrel aside.

Unexpectedly, 20 years later, Riwei became a friend of time. People accidentally opened the wooden barrels of water from the abandoned warehouse and found that the strong taste of the past had become only a faint sandalwood and incense, full of mysterious oriental flavor. This underwater wood has become a unique feature of Japanese whisky.

This counter-attack story was relished by whisky lovers, and the aroma of water chestnut was introduced to Mengxin as the characteristic of Riwei, but I didn’t know that I was just a spreading node of the story.

So these are the means by which Riwei establishes rational and perceptual cognition. The most direct and effective way of rational cognition is to look for authoritative endorsement, and well-known events belong to this link. Perceptual cognition needs to get to the heart of human nature, like the unsuspecting water bucket finally winning. This reversal is just like Maotai’s counterattack from loss to national wine, which is a story that most people like to hear.

In addition, the story will tell you that the water used by Riwei is the mountain spring of Japanese tea ceremony, the brewery is located in the unique terrain and climate of Japan, and the filtering material is bamboo instead of peat.

It is true that these factors will lead to objective differences in taste, but such subtle differences, ordinary people drink, "tasted, but it seems that they have not tasted", and drink after accepting the above emotional narrative, "it is worthy of the taste of sandalwood, temples, bamboo forests and clear springs!"

However, how did this series of infectious narratives form and how did they get their first spread? This is the second element, the banker.

02 | banker

YCCHUHAI

When we say that there are bookmakers in a market, we mean that most of the chips are concentrated in the hands of a few people. Only by controlling most of the chips can the holder ensure that he will not make wedding clothes for others and have the incentive to invest in speculation. Just like De Beers, a diamond giant, is willing to spend a huge amount of advertising money to tell you that "diamonds will last forever" because it once monopolized 85% of the world’s diamond supply.

It is in this situation that Riwei took off. In 2010, there were only nine breweries in Japan, and nine were concentrated in the hands of several companies. Suntory alone accounted for the most famous three, compared with more than 130 in Scotland. Therefore, Japanese companies have the motivation to spread the story of Japanese whisky with great fanfare.

Suntory has brand ambassadors in all parts of the world, and spends nine months every year holding tasting meetings everywhere, telling the stories of mountain springs, climate and bamboo to whisky lovers, collectors and major association media over and over again, so these well-designed narratives can be spread all over the world.

If this example is not direct enough, then look back at this picture.

The third wine comes from the legendary distillery in Japan, Karuizawa. The distillery was shut down in 2000, but it left more than 300 barrels in stock. Since 2011, it has frequently appeared in the auction market, and in 2020, it was auctioned for 430,000 US dollars a bottle.

Then why did the cocktail party that had been shut down before suddenly spread all over Europe? Because the publisher of the magazine (the first one) that first recommended Japanese whiskey, in 2011, all the stocks of Karuizawa were sold, and Amway this wine began to spread to the European whisky circle.

This shows that Japanese whisky has long had enough gimmicks and strength, and there have long been people who know how to appreciate it and promote it, but it was not until this person became a banker that he was motivated to promote it for Karuizawa.

To sum up, around 2010, the domestic production of Japanese whisky was monopolized by several enterprises, and the overseas inventory was monopolized by one company, and the chips were quite concentrated. This represents that Riwei is a market with a bookmaker, so the internal motivation of story-telling speculation was found.

However, it is not enough to have a banker in a market. Only when a third party responds to your hype with real money can we prove to the spectators that this is not a banker’s entertainment, and we can really revitalize this market, attract more funds and form a snowball-like growth.

This third party, usually in the stock market, is called hot money.

03 | Hot money

YCCHUHAI

Japanese whisky has ushered in a number of professional hot money, the most representative of which is a private equity fund called Platinum Whiskey Investment Fund.

▲ When the fund is issued, promote the increase of whisky after 2011.

Specializing in such assets as single malt whisky. This fund was established in 2014, and in the following seven years, the annualized rate of return was 17%, which was as good as Kun Kun, who everyone loved.

One of the most profitable assets is 300 bottles of karuizawa aged for 30 years, and made a net profit of 300% after three years.

This is the continuation of the previous one. The hot money took the goods from the banker and responded to the banker’s shouting with real money. At the same time, the story of earning three times in three years has become another signboard, attracting more funds to concentrate in this market, forming a phenomenon that the more the price rises, the more the market buys it.

Of course, with stories, bookmakers and hot money, you can really hype up a myth of soaring in a short time, but it has been ten years since Japanese whisky emerged, and there must be a real factor supporting its price for a long time, and this is the last point we want to talk about, scarcity.

04 | scarcity

YCCHUHAI

Scarcity is the reason why buyers are willing to advance wave after wave to receive goods, and it is also the premise that hot money is willing to help bookmakers earn money, because no one wants to spend a lot of money to buy a rare baby, and it turns out that there is a steady supply of everything in the market.

Japanese whisky, on the other hand, has an objective guarantee in terms of scarcity, because the upper limit of annual wine production is determined by history.

For example, Yamazaki’s 18-year-old wine refers to the wine that has matured for more than 18 years, so the upper limit of the annual wine produced now depends on how much wine was brewed in the winery more than ten years or even decades ago. The previous 12 to 40 years, that is, from the 1980s to 2010, coincided with a whole period of Japanese whisky industry trough.

In Japan, the consumption of spirits basically consists of shochu and whisky. Before the 1980s, whisky was a symbol of successful professionals in Japan, while shochu was considered as a drink for the bottom of society. However, in the early 1980s, shochu was marketed to young people, and the low-end label was packaged as "Drinking shochu is a rebellion against the stereotype of the older generation", which occupied the minds of young consumers and made the sales of Japanese whisky drop by 15% for the first time in two years.

▲ The shipments of shochu and whisky reversed in the early 1980s.

The second blow came from scotch whisky. In the late 1980s, the European Commission started tariff negotiations with Japan, and Britain, a powerful country, first considered its own whisky export, which pushed Japan to significantly reduce the tariff on scotch whisky, making Japan lose its cost performance. When the new tariff was implemented in 1989, the sales of scotch whisky in Japan soared by 56%, while the sales of Japanese whisky were cut by half in five years.

The third blow came in the 1990s, when Japan’s economy was in decline for 10 years, followed by 20 years and 30 years … Anyway, the office workers waving 10,000 yen taxis on the streets of Tokyo never recovered, and they were just the key customers of whisky.

Therefore, Japanese whisky was first severely attacked by soju and Solvay, and then experienced the low tide of consumption of the core audience. In the case of shrinking market year after year, any Japanese winery had to reduce its production. That’s why Karuizawa, which had great potential in 2000, had to be shut down, and why there were only nine whisky breweries left in Japan by 2010, showing the monopoly pattern mentioned above. Er, is it closed?

05 | epilogue

YCCHUHAI

So, after all, we string together four elements: the value of Japanese whisky comes from market consensus, and the establishment of market consensus depends on a series of infectious narratives. The design and promotion of these narratives need the banker, and the banker needs the hot money to carry the sedan chair to tell the story, and the hot money is willing to enter the market because of the objective scarcity of this asset.

But it is hard to say whether this logic can continue in the future.

Around 2016, the surge in Japanese whisky exports stimulated the old wineries to put into production and the new wineries to enter. By 2020, the Japanese prestige factory has more than doubled, and the supply and demand relationship in the next five years and ten years is not optimistic even for the sellers themselves, like the whisky fund mentioned earlier. It was liquidated in September last year.

What’s more, whether it is because of the recognition of the so-called exquisite and elegant taste of Riwei, or because of its increase in the auction market, people are scrambling to pursue Japanese whisky, which is essentially based on a constructed dream. Luxury goods are a business selling dreams, which makes buyers think that tasting Japanese whisky is to feel exquisite Japanese culture, experience elegant life and have the possibility of getting rich overnight.

However, in the epidemic that lasted for two years, the global GDP growth rate fell to the bottom. As a result, 100 million people have fallen into extreme poverty, but the net assets of global billionaires have increased by 3.6 trillion euros with the monetary easing of various countries, and the gap between the rich and the poor has widened rapidly.

▲ "Billionaires’ wealth ratio surged during the epidemic"

The last time the same situation happened was in the United States in the 1990s. After the Gini coefficient soared to 0.43, only a quarter of the people in the United States in 1996 believed that life would be better in the future, and the consciousness of rational consumption recovered accordingly. The number of rich careerists on which the luxury goods industry depends has been greatly reduced, so it has been greatly affected.

▲ In the early 1990s, the polarization between the rich and the poor in the United States was sharp.

Then, when this round of economic recession and the tide of widening gap between the rich and the poor are reopened, who should luxury goods sell their dreams to? Can Japanese whisky piled up by dreams continue the myth of growth?

▲▲▲▲▲

Author/Zhou Xueling

This is the 187th original content of Yuanchuan’s research on going to sea.

Original title: "How much Japanese whisky do you drink to pay for marketing costs? 》

Read the original text

It’s so domineering! Big data explains the road of "Mermaid" box office 3 billion

As of February 26th, the movie "Mermaid" directed by Stephen Chow.The cumulative box office broke through the 3 billion markBeyond "monster hunt" to becomeThe highest-grossing film in the mainlandThe benchmark of the mainland ticket club has been raised to more than 3 billion.

During the 19-day period,There were 1.42 million screenings and 81.58 million movie-goers, with a total box office of 3.003 billion yuan.The total number of screenings accounts for one-third of the total number of screenings in China, and the box office output accounts for half of the mainland market.

"Mermaid" has been ranked first in word-of-mouth popularity since its release, especially at the box office.Hold the championship for 19 consecutive days.The daily box office accounted for more than 40%, setting a single film.Over 200 million for 7 consecutive days and 14 consecutive days.. On February 14th, Valentine’s Day, it achieved another great success, with a single-day receipt of 315 million yuan, rewriting the highest single-day box office record for Chinese films.

"Mermaid" has continued to exert its strength for two weeks since its release, and the number of screenings has remained at more than 64,000, accounting for 30% to 40% of the daily screenings. Even though it declined on February 26th, it still won 42.5% of the box office nationwide with 29% of the screenings, which shows that fans love Star Master and movies.

With the increase of release time, although the overall number of people watching movies gradually decreased after the peak on February 14th, the number of people watching Mermaid remained at 40%.

As can be seen from the figure, the attendance rate of the audience is closely related to the number of people watching movies, and there is an obvious step-by-step change, which remains at 48 %&mdash in the first week; Between 70% and 26% in the second week & mdash; Between 39% and 20% in the third week, but it is still much higher than the films released in the same period.

Asian Dragon in Changsha is getting discounts! The highest profit 50,000, great benefits today

In the latest news from Autohome Changsha Promotions Channel, the much-anticipated Toyota is launching an unprecedented price reduction promotion. As a mid-to-high-end sedan that is deeply loved by consumers, the Asian Dragon is now offering a cash discount of up to 50,000 yuan in the Changsha market, aiming to repay consumers’ trust and support for the brand. The minimum selling price has been adjusted to 143,800 yuan, which is a very attractive price point. For Changsha citizens who are interested in buying the Asian Dragon, this is an opportunity not to be missed. To learn more about the preferential information and lock in your ideal car price, be sure to click the "Check Car Price" button in the quotation form, and let our professional team get the best car purchase conditions for you.

长沙地区亚洲龙正在优惠!最高让利5万,今日钜惠

As a sophisticated and modern model, the exterior design of the Asian Dragon shows the Toyota brand’s unique grasp of details. Its front face is uniquely designed, and the air intake grille is made of a large area of chrome material to create a strong visual impact. The overall style is elegant and atmospheric, and the streamlined body lines are smooth, reflecting a low-key luxury temperament. Whether on urban streets or suburban roads, the Asian Dragon shows extraordinary recognition.

长沙地区亚洲龙正在优惠!最高让利5万,今日钜惠

The side lines of the Asian Dragon body are smooth, elegant and atmospheric. Its body size of 4990mm long, 1850mm wide and 1450mm high shows extraordinary momentum. The wheelbase is up to 2870mm, providing sufficient guarantee for the interior space. The front and rear wheelbases are 1595mm and 1605mm respectively, ensuring the stability of the vehicle. The tire specification is 215/55 R17, and the exquisite wheel rim design not only enhances the visual effect, but also provides good grip and silence performance for driving. Overall, the side design of the Asian Dragon is both practical and exquisite, reflecting the perfect combination of luxury and practicality.

长沙地区亚洲龙正在优惠!最高让利5万,今日钜惠

The interior design of the Asian Dragon shows a blend of luxury and refinement, dominated by a minimalist style, with an emphasis on practicality and comfort. Drivers can experience a well-wrapped steering wheel made of plastic, which, although not a high-end material, provides a good grip and light operation. The 10.25-inch central control screen stands on the dashboard, full of technology, providing drivers with clear and easy-to-use multimedia functions and navigation information. The seat part is made of fabric, although not leather, it has been carefully designed to provide good ride comfort, supporting front and rear adjustment, backrest adjustment and high and low adjustment to meet the individual needs of passengers. In addition, the vehicle is also equipped with Type-C ports, including USB/Type-C ports in the front and rear rows, which is convenient for passengers to charge and connect devices during travel.

长沙地区亚洲龙正在优惠!最高让利5万,今日钜惠

For the Asian Dragon, its 2.0L L4 engine can output a maximum power of 127 kilowatts, while providing 206 Nm of peak torque. This powertrain uses a CVT continuously variable transmission (analog 10th gear) to ensure a smooth driving experience and good fuel economy.

Overall, the Autohome owner spoke positively of the Asian Dragon. His trust in the Toyota brand combined with the practicality of the home model made the Asian Dragon his ideal choice. The owner particularly appreciated its atmospheric exterior design and unique domineering front face, as well as its spacious space, which allows him to meet the needs of the whole family, whether it is long-distance travel or daily travel. This fully demonstrates how the Asian Dragon, as a model with excellent overall performance, has won the favor and trust of owners.