Reporter | Jin Jing

Image source | Provided by respondents

Only know Huawei, forget the well-off society.

This is the impression that the new car M5 went public.

On December 23rd, at the launch conference of Huawei’s flagship new products in winter, the M5 finale appeared. However, Xiaokang shares did not appear in front of the stage, so that people who don’t understand it don’t know that this car was originally produced by Xiaokang shares.

Although Huawei executives once again stressed that "Huawei only makes parts, does not build cars, and helps car companies build and sell good cars", the next day, Xiaokang shares were quickly rejected by the capital market and there was a limit!

Rethinking behind this phenomenon: in the era of smart cars, technical strength determines the right to speak.

Huawei’s attention, well-off invisibility

Through the listing of M5, we can feel Huawei’s attention.

The car first appeared at Huawei’s new product launch conference, and it appeared as the finale product.

Because of this car, the original 90-minute press conference was extended to more than 150 minutes. Among them, M5 takes up nearly half of the time.

Yu Chengdong, managing director of Huawei, CEO of consumer business and CEO of BU, a smart car solution, introduced M5, took out a paper towel and wiped her face, apologetically saying that she had caught a cold. According to incomplete statistics, Yu Chengdong used more than 30,000 words to introduce M5.

After the conference, Huawei’s new products were displayed in different regions. Among them, the largest area is the automobile exhibition area.

However, what about Xiaokang shares? Still invisible. At the press conference, there were only a handful of references to a well-off society; In the new product exhibition area, the logo of "Huawei" is clearly visible on the interior of the car, and the word "Huawei" is also bright on the charging pile. Even in the press release afterwards, the words "well-off" or "Cyrus" were not seen throughout.

If Celeste, a subsidiary of Xiaokang, didn’t announce the official release of a brand new high-end brand-AITO on December 2nd, few people would associate Xiaokang, Celeste and the M5.

Huawei’s technology, well-off embarrassment

Looking through this car, we can see the embarrassment of lack of strength.

The M5 is regarded as Huawei’s leading work, and it is dominated or arranged by Huawei from pre-planning and design to post-marketing and sales, which is completely different from the first cooperation between the two parties. "We and Xiaokang Sailis released the SF5 car this spring, using some parts of Huawei DriveONE and adopting some of our technologies, but the whole car was not designed by us." Yu Chengdong said, "We feel that we can do better. This time, the industrial design team, software team and user experience team of Huawei’s consumer business worked together to create (ask M5) this product. " It is understood that the hybrid system and chassis on the M5 originated from the Celestial SF5 model, and the appearance, interior and intelligent cockpit were handled by Huawei.

Wenjie M5 is an extended-range electric vehicle. After comprehensive subsidies, the pre-sale price of the rear-drive standard version is 250,000 yuan, the four-wheel drive performance version is 280,000 yuan, and the four-wheel drive flagship version is 320,000 yuan. Although the M5 claimed to be a million-dollar luxury car, it hardly resonated with consumers.

The biggest highlight of the M5 is Huawei HarmonyOS smart cockpit. At the press conference, Yu Chengdong spent twice as much time explaining the HarmonyOS intelligent cockpit as explaining the vehicle parameters. The intelligent cockpit is jointly designed by Huawei’s global UX department. Yu Chengdong said, "You can surpass all your peers at home and abroad."

The reporter got into the real car and experienced it. The biggest feeling was that the intelligent interaction and collaboration were "smooth". First of all, the 10.4-inch curved full LCD instrument panel and the 15.6-inch semi-suspended central control large screen display clearly and delicately, and the touch is smooth.

Secondly, intelligent terminals are seamlessly interconnected. For example, after the user logs in, the APP and wallpaper in the mobile phone can be directly shared on the central control screen in the car, realizing the characteristics of the four seasons and the theme of the car dealership, and the information that can be synchronized is richer than the similar functions of the current automobile industry peers.

Another example is to provide cross-scene navigation service considering the navigation problem of the "last mile". When driving, mobile navigation can automatically share the car machine; After getting off the bus, the navigation route on the bus is transmitted to the mobile phone without feeling, and there is still navigation when getting off and walking near the destination. For another example, even if the smart device is dead, it can be unlocked by using the NFC function of the device, which is very reliable. Huawei WATCH3 series smart watches will be the first to support functions such as non-inductive unlocking, car condition inquiry, remote car control and watch car search.

By breaking the information gap between different devices, the HarmonyOS intelligent cockpit creates a seamless super terminal among people, mobile phones, smart homes and smart watches, bringing an immersive driving experience. The technology behind it was not born because of cars, but because of Huawei’s previous accumulation. Taking the seamless interconnection of smart terminals as an example, Huawei has already realized this function on mobile phones, computers and smart watches. Now, these technologies are only translated or adaptively improved in different smart terminal devices.

Nowadays, smart cars have entered the second half, and the consumer experience has become more and more important. If you give up the smart cockpit, what are the car companies left?

　　On the evening of October 9th, Beijing time, the Royal Swedish Academy of Sciences announced that the 2019 Nobel Prize in Chemistry was awarded to Goodenough, a professor at the University of Texas at Austin, Whittingham, a professor at the State University of New York at Binghamton, and Akio Yoshino, a Japanese chemist, in recognition of their contributions in the field of lithium-ion batteries.

　　The three will share the prize of 9 million Swedish kronor (about 6.47 million yuan) equally. The Nobel Committee commented that "they created a rechargeable world".

　　It is worth mentioning that Goodenough, born in 1922, is 97 years old this year. This award has also set a new age record for the Nobel Prize.

　　Lithium batteries have completely changed life.

　　Li-ion battery research, which has been "running with you" for many years, finally won the Nobel Prize in chemistry this year.

　　After this year’s awards were awarded, the academic circles have said that the three scholars won the awards as "widely expected". Jiang Xuefeng, a professor at the School of Chemistry and Molecular Engineering of East China Normal University, commented that the three Nobel Prize winners played an important role in the basic model construction and industrial promotion of lithium-ion batteries.

　　The Nobel Committee commented that lithium-ion batteries have completely changed our lives since they first entered the market in 1991. Today, mobile phones, cameras and even electric cars, as well as pacemakers, etc., the most important energy source is lithium-ion batteries.

　　In addition, lithium-ion batteries are widely used to store other renewable energy sources, such as solar energy and wind energy, thus effectively reducing greenhouse gas emissions.

　　Lithium-ion battery is a kind of secondary battery, also known as rechargeable battery. Inside the battery, lithium ions (charged atoms) move along the path between two electrodes, thus generating current.

　　"Lithium atom has a unique property, its outer layer has only one electron, which is very easy to lose. Lithium batteries use the property that lithium atoms are easy to lose electrons, so that electrons can be transmitted on external wires and power equipment that needs electricity. " Jiang Xuefeng interprets the principle of lithium batteries.

　　Jiang Xuefeng introduced that if the battery wants to be recycled, it needs to turn the gain and loss of electrons into a reversible process, which requires selecting the anode and cathode materials of the battery. "It can be seen that three scientists have been using different materials to solve such problems in the development of lithium batteries."

　　The design foundation of today’s lithium-ion batteries was laid during the oil crisis in the 1970s. At that time, Whittingham, who worked for Exxon, an energy company, drafted the initial design scheme of lithium battery, using titanium sulfide as cathode material and metallic lithium as anode material, and made the first new lithium battery.

　　Ramster Romm, a member of the Nobel Prize Committee and a professor of chemistry at Linnaeus University in Sweden, introduced at the press conference that the potential of lithium metal batteries in Whittingham reached 2V. "The alkaline battery we use today is only 1.5V, so in terms of potential, this battery is quite good." Ramster Roma said.

　　In 1980, another Nobel Prize winner, Goodenough, discovered that lithium cobaltate could be used as cathode material for lithium ion batteries. The potential of this material is higher, reaching 4V— — As stated in the award speech, "the potential of the lithium battery has doubled".

　　Up to now, lithium cobaltate is still the most widely used cathode material for lithium ion batteries. Moreover, Goodenough also developed Ferrous lithium phosphate and other new lithium battery materials, and he was also honored as "the father of lithium batteries".

　　Solve the security problem and officially enter the business.

　　Lithium is a very active element. In order to avoid reacting with air, pure lithium is usually kept in oil. This also means that there will be safety hazards when lithium metal is used in batteries; In Whittingham’s early experiments, battery short-circuit explosion is common. This is one of the reasons why the above lithium battery can’t get out of the laboratory.

　　Scientists have been looking for ways to tame lithium.

　　In the 1980s, Japan’s consumer electronics industry was developed, so there was an urgent need for a lightweight and rechargeable battery to power camcorders, wireless phones and mobile computers.

　　Akira Yoshino, a chemical engineer working for Asahi Kasei Company, tried to find a safe and commercially available lithium-ion battery from Goodenough’s research. According to Goodenough’s theoretical model, he used lithium cobaltate as cathode and tried to use various carbon-based materials as anode. Yoshino Akira was very careful when testing the safety of the battery, and even put the testing work in a room dedicated to explosives inspection.

　　In 1985, Akira Yoshino replaced the reactive lithium in the anode with petroleum coke, a carbon-based material, thus completely eliminating metallic lithium and completing the world’s first commercialized lithium-containing alkaline lithium-ion battery.

　　Solved the safety problem, which means the arrival of the commercial era of lithium batteries. This new type of safe lithium-ion battery is favored by Sony. In 1991, Sony and Asahi Kasei released the world’s first commercial lithium-ion battery, which opened the "lithium-ion battery revolution" of consumer electronics products.

　　The Nobel Committee commented that this "lightweight and durable battery can be recharged hundreds of times before its performance declines". (Nanfang Daily reporter in Beijing Wang Shizhen Planning: Zhang Zhichao)

Although many people are concerned about Xiaomi’s every move to build a car, on August 14th, Lei Jun made almost no mention of this major strategy in that three-hour annual "growth" speech. The news that Baidu gave up building a car almost at the same time cast a new shadow over the prospect of Xiaomi’s car.

However, after ten days, it seems that the peak has turned around.

On August 24th, according to a report in Reuters, Xiaomi has been approved by relevant departments to produce electric vehicles, which means that the mass production and listing in 2024, which Xiaomi has been emphasizing, is just a short step away.

In fact, before this news appeared, Xiaomi Automobile had a lot of actions.

A few days ago, pictures of Lei Jun, chairman of Xiaomi Group, Lu Weibing, president of Xiaomi Group, Hu Zhengnan, a partner of Shunwei Capital Investment, and others doing a road test for new cars in Xinjiang have spread all over social media. At the same time, the news that the domain name of "xiaomiev.com" website was exposed and the factory recruited people also confirmed that Xiaomi started to accelerate.

Weibo screenshot

Winning the qualification of building a car means that Xiaomi can finally sit on the table and participate in this competition.

It’s just that the new energy market at that time when Lei Jun announced the construction of the car has changed greatly.

Today’s domestic new energy electric vehicle market is almost the super Red Sea comparable to the mobile phone industry. Xiaomi used to be the showstopper of the smart phone market. I don’t know if Xiaomi electric vehicle can still bear this role this time.

Two and a half years of "on paper"

It has been two and a half years since the official announcement of building a car in March 2021. No matter how many voices and industry changes there are in the market, Xiaomi seems to be unmoved and has always maintained a high degree of mystery about building a car.

On the one hand, of course, there are commercial confidentiality considerations. On the other hand, even if the product design is no better, it will not be able to enter mass production without obtaining qualifications. Too high-profile may cause trouble.

Previously, the industry generally believed that Xiaomi would undertake the qualification of building cars in Beijing Baowo, but in June this year, Beijing Baowo Automobile applied for cancellation of automobile production qualification by itself, which meant that Xiaomi could not directly obtain cooperation in qualification from Baowo.

At the same time, in the matter of seeking the qualification of building a car, Xiaomi is not the only one. Before that, Baidu, which also announced a high-profile car, never got the qualification of building a car.

At the beginning of the announcement of building a car, Xiaomi not only indicated that it would invest 10 billion yuan, but also directly gave the target of mass production and listing in 2024. However, due to concerns about overcapacity and slowing industry demand, relevant departments have been cautious when approving the company’s new electric vehicle production plan.

According to Reuters’s report in June, Tesla’s earlier plan to expand the Shanghai factory has not been approved. At the same time, some insiders said that Lucid Group, an American luxury electric vehicle manufacturer, wanted to produce cars in China, but was told that the possibility was very low.

According to the Financial Times in early August, Baidu finally gave up building its own car through Jidu, which was also related to the fact that it never got the qualification. In the end, it chose to take a step back and join hands with Geely Holding Group to create a new brand "Jiyue". Baidu and Jidu empowered the AI technology capabilities such as intelligent cockpit, intelligent driving and ERNIE Bot in the form of "technical partnership".

Xiaomi is the fourth enterprise approved by the National Development and Reform Commission since the end of 2017, which can be said to have crossed a big threshold.

However, domestic production and sales of new energy vehicles need "double qualifications", and Xiaomi has to obtain the approval of the Ministry of Industry and Information Technology from the formal mass production to meet the "Regulations on the Administration of New Energy Vehicle Manufacturers and Products Access".

The Ministry of Industry and Information Technology has not disclosed the information related to Xiaomi Automobile at present, which is probably why even if some media go to ask Xiaomi for evidence, the other party still chooses to be silent. After all, everything that may bring variables needs to be avoided before the dust settles and the production line really starts.

Is Xiaomi ready for the "hand-to-hand" battle?

Regardless of the level of investment or R&D strength, after years of baptism in the hardware industry, probably few people will be too worried about Xiaomi’s problems in design, R&D and production. However, Xiaomi’s own problem does not mean that its car-making career is smooth. After all, the external environment has changed.

First, the impact on its main business. The financial report released in May showed that Xiaomi’s revenue in the latest quarter dropped by 18.9%. In the case of declining demand for smart hardware such as mobile phones, Xiaomi urgently needs to shift its smart phone business to a more diversified direction.

Xiaomi 2023 Q1 Financial Report

Then there is Xiaomi facing the most unfavorable changes in the market environment.

The seriousness of this challenge can be seen from the utilization rate of domestic automobile production plants.

According to the data of the Passenger Car Association, by the end of 2022, the annual output of domestic automobile production lines (including factories producing internal combustion engines) will reach 43 million, but its utilization rate is currently only 54.5%, lower than 66.6% in 2017.

Serious overcapacity is also related to the increasingly fierce competition environment in the automobile industry.

Since the beginning of this year, major car companies have started a wave of price cuts, and the superimposed consumer demand has been sluggish, and competition has further intensified. Although the share of the electric vehicle market is increasing, the profits of car companies have not increased significantly.

On the day when Lei Jun delivered his annual speech, Tesla announced another price reduction promotion. Later, new forces including Ideal and Weilai had to continue to follow up.

Even though the G6, a new explosion model, was launched in the first half of the year, Tucki’s financial report for the new quarter was still ugly, with negative gross profit margin and increasing losses for two consecutive quarters.

According to market rumors, the price of the newly redesigned Tesla Model 3 may further drop to around 200,000 after removing the radar cost reduction and upgrading the manufacturing process. Once this model is listed in September or October and begins to deliver quickly, it will undoubtedly bring a new round of competitive pressure to the new domestic forces.

For Xiaomi Automobile, it is a false proposition whether it is necessary to continue the high cost performance it has been pursuing in the field of mobile phones.

Because, the core competitiveness of most domestic new energy vehicles that sell well today is "super high" cost performance, especially in the comfortable configuration and uncompromising safety configuration that some traditional car manufacturers are unwilling to make profits.

The brand image created by Xiaomi all the year round also makes it difficult for its cars to directly enter the high-end market like Weilai. Then, how to repackage the "cost performance" in large consumer goods like cars is probably an urgent problem that Xiaomi cars need to solve before listing.

Fortunately, what Xiaomi lacks most is the brand effect and exposure in the early stage. As long as the configuration is reasonable enough, the price also has an advantage. Even if ordinary consumers will shop around, some rice noodles will probably be willing to pay for Lei Jun’s last fight.

After all, Lei Jun once said that Xiaomi’s entry into the field of electric vehicles would be his last important entrepreneurial project. Recently, he also posted a photo of employees holding the banner "Fight for Xiaomi Automobile" on his personal social media account in Weibo.

In this last battle, Xiaomi needs to face hand-to-hand combat as soon as he comes up, and success or failure is only between thoughts.

　　Xinhua News Agency, Jinan, November 19th, Title: Too many words and fake traffic … … What are the "catty" of live delivery?

　　Xinhua News Agency "Xinhua Viewpoint" reporter Shao Luwen

　　In recent years, live delivery has become more and more popular on some short video platforms, and the daily live broadcast time is more than one million hours, attracting many consumers.

　　However, according to the investigation of Xinhua Viewpoint, there are many techniques and routines in live broadcast, and there are many "moisture" in live broadcast viewing volume and order volume. Industry insiders suggest further standardizing the order of the live delivery industry and strengthening industry self-discipline so that consumers can shop safely on the live broadcast platform.

　　There are many "routines" for live broadcast.

　　This year’s "Double Eleven", live e-commerce has attracted more attention. Celebrities and brand merchants from various industries have entered the live broadcast room one after another. Some anchors have been warming up and warming up since the beginning of October, and all kinds of promotional information have dazzled consumers.

　　The live broadcast of goods seems to be lively and prosperous, but some consumers "spit" and it is not easy to buy things at a low price in the live broadcast room. Under various "routines", the price of things bought may not be much cheaper.

　　— — There are many live broadcasts. If you want to "kill", you have to watch the live broadcast for half an hour. Zhang Xiaoyun, a citizen of Jinan, told reporters that in order to snap up a "Double Eleven" pre-sale product, she waited for nearly half an hour in the live broadcast room of a short video blogger. "At first, the anchor said that it would be put on the shelves immediately, and it was ‘ Spike price ’ But then the anchor began to introduce other products, and then introduced various activities in the live broadcast room. After more than 20 minutes, the products I wanted were put on the shelves. "

　　Zhang Xiaoyun said that sometimes it takes a long time to wait for the benefits and discounts mentioned in the live broadcast room, and this is becoming a fixed mode in the live broadcast of short video platforms. Almost every anchor will attract the audience’s attention with words before putting on the preferential products, and then introduce several other products, and then put the products mentioned before on the shelves for sale after a while. If the time cost is considered, it is far less convenient and direct to buy goods on the live broadcast platform than on the traditional e-commerce platform.

　　Xie Long, a staff member of the Complaints Department of the China Consumers Association, said that in many live broadcast rooms with goods, consumers have spent a lot of time, but things are often not much cheaper, resulting in consumers having no sense of gain and only a sense of loss.

　　— — You have to play a script to sell things, and "quarreling" and "fighting" are popular. "Do you know how much we posted? Posted more than 20 million. " "Stop posting!" In a live broadcast not long ago, a female anchor shouted loudly in the live broadcast room, trying to stop her partner male anchor from "selling at a reduced price", while the male anchor claimed to be a fan, willing to lose money and subsidize, pushing each other and throwing microphones, and acting almost like a fake.

　　Similar to this "routine", it appears in the live broadcast room of many short video platforms every day. The reporter saw in some live broadcast rooms that the price of the products launched by the anchor and the partner after a "quarrel" and "shoving" was not much favorable compared with other e-commerce platforms, and sometimes even more expensive than other platforms, but with the "program effect", it often attracted the attention of consumers. In the live broadcast room where some stars bring goods, there are often "plots" where stars insist on selling "low-priced goods" for "giving back" fans and have a fight with the work team.

　　— — There are "catty" data with goods, and some live broadcast rooms have no interaction, but there are many orders. Wang Qi, a junior at Qilu University of Technology, said that what puzzled her was that there were thousands of viewers in some live broadcast rooms, but few people bought the goods on the shelves; In other live broadcast rooms, the number of viewers is only a few dozen, and the products on the anchor shelves are frequently "killed".

　　Zhang Xiangyang, a practitioner in the e-commerce industry, told reporters that in order to improve the popularity of live broadcast rooms, many live broadcast rooms use robots to brush popularity, or use a large number of brush sheets to increase transaction volume, and then refund afterwards. Especially for small anchors, it is necessary to create the illusion of high popularity through false data, which has almost become the "hidden rule" of the live broadcast industry.

　　In October this year, Beijing Consumers Association and Hebei Consumer Rights Protection Committee jointly launched a survey on the consumer experience of live broadcast with goods. From the results, there were 100 samples of live broadcast experience, of which 33 were suspected of having false propaganda, misleading consumers by misleading price means and other illegal issues.

　　Live "acting" training has become an "industrial chain"

　　The reporter’s investigation found that an "industrial chain" has been formed around the speech training and data fraud of live broadcast; Some trainings are expensive, and the "tuition fee" is as high as 10,000 yuan.

　　The reporter searched for keywords such as "live broadcast with goods" and "live broadcast with goods" on an e-commerce platform, and found that there are thousands of related teaching courses, speech scripts and other commodities, many of which have sold more than 3,000 pieces. The reporter found a product described as "script writing with goods". After spending 18.8 yuan to buy it, the other party provided documents such as "hundreds of words necessary for anchor foundation" and "script case with goods". It is mentioned in the document that it is necessary to retain the audience with big profits and big red envelopes. After that, don’t rush to sell goods, but try to sell the rest of the goods in the store with a loud voice and quick words, brainwashing the audience repeatedly and stimulating the impulse to buy.

　　These documents also provide many marketing techniques. For example, the anchor can keep customers by sending so-called "limited goods", but these "limited goods" are just marketing gimmicks, which actually happen every day. In addition, in product promotion, we can make up a "script" to highlight the exaggeration of profit-making, and arrange some robot accounts to be responsible for booing and brushing, thus attracting real audiences to buy.

　　"Our team has trained many anchors with a revenue of over one million yuan." The customer service of this store said that if further training is needed, it can also pay a tuition fee of 20,000 yuan, and a "professional tutor" provides 15 days of special training.

　　The reporter contacted a company that provided training courses with goods in Jinan. In the teaching details provided by the other party, there are not only materials such as live speech, but also one-on-one training, traffic support and 50,000 fan accounts. The person in charge of the company said that after the training is completed, the reporter can be provided with a live account with more than 50,000 fans, and in the first week of live broadcast, the number of viewers will be brushed to ensure that the live broadcast heat exceeds 10,000.

　　Li Bin, a lawyer of Beijing Zhongwen Law Firm, said that there are many problems in the "routine" of live broadcast with goods. Some words are suspected of false propaganda; It is suspected of price fraud to raise the price first and then lower the price, or to create the effect of "making profits at a loss" through exaggerated performances and induce consumers to place orders.

　　Let the live broadcast bring less "acting" and more benefits.

　　The reporter learned from Shandong Consumers Association that in the complaints accepted in the first half of this year, the complaints about online consumption have increased, especially in the past two years, with the rapid development of live e-commerce, various consumption traps have emerged, and the quality of some commodities is not up to standard, and the after-sales service of commodities is difficult to guarantee.

　　The "Research Report on China Live E-commerce Industry in 2021" released by iResearch in September this year mentioned that in 2020, the live e-commerce market in China will exceed 1.2 trillion yuan, with an annual growth rate of 197.0%; It will exceed 4.9 trillion yuan in 2023.

　　Experts in the industry believe that the live broadcast market is growing, and this industry should be continuously regulated to guide its benign development; Tik Tok, Aauto Quicker and other responsible platforms should be strengthened in supervision, so that they can consciously maintain the order of the platforms and shoulder their legal and social responsibilities.

　　Xue Jun, director of the Peking University E-commerce Law Research Center, suggested that the regulatory authorities should continue to compact the responsibilities of platforms such as Tik Tok and Aauto Quicker, and promptly guide and standardize the anchors that use non-compliant means to publicize; For repeated violations, it will be included in the blacklist management, forming a deterrent effect.

　　Liu Deliang, a professor at the Law School of Beijing Normal University, believes that the talent training in the e-commerce live broadcast industry is in a state of "barbaric growth" and there is a general lack of standardized curriculum system; Relevant industry organizations, live broadcast platforms, etc. can cooperate to formulate a number of targeted training courses to guide anchors to standardize the live broadcast content when bringing goods. At the same time, for some institutions and individuals who take training as a gimmick to make profits, charge sky-high tuition fees, instigate false propaganda, brush traffic and other violations, the regulatory authorities should promptly regulate them.

　　Bai Xuesong explained the picture provided by Bai Xuesong at the Beilin Museum in Xi ‘an.

　　Photo courtesy of Taobao live broadcast of China National Museum

　　Photo courtesy of live Taobao of Gansu Provincial Museum

　　"Welcome everyone to leave me a message and tell me what you want to hear." On the evening of March 14th, Bai Xuesong, the commentator of Xi ‘an Beilin Museum, finished the fifth live broadcast on Taobao live broadcast platform, with more than 300,000 views and more than 3.4 million likes. Since the first live broadcast on February 23rd, Bai Xuesong has become popular on the Internet because of his humorous and vivid explanation, and has been called "Li Jiaqi in the cultural and artistic circles" and "Dou Wen Tao in Xi ‘an" by netizens.

　　Since February this year, Tik Tok, Taobao, Tencent, Aauto Quicker and other large Internet platforms have successively held live broadcast activities of "Yunyou Museum", with the participation of dozens of museums across the country, and the netizens responded enthusiastically, with more than 10 million views per day. As a new way for museums to provide cultural services during the closing period, live broadcast has been welcomed by the audience and attracted social attention, and has become a new trend of digital development in the cultural and art industry.

　　The cultural relics talked about are like living.

　　"The first time I broadcast live on the Internet, I was a little nervous at first and prepared a lot of information. However, when I was really relaxed during the live broadcast, I opened my mouth and chatted. I didn’t expect my live broadcast to be so hot. " Bai Xuesong said in an interview with this newspaper.

　　Without going to the museum, there are no cultural relics. In my living room, I used a mobile phone and a tablet computer to present pictures of cultural relics to talk about Kan Kan for two hours in the form of talk show, which attracted hundreds of thousands of people to watch it online — — Bai Xuesong’s popularity is somewhat surprising.

　　Prior to this, the popularity of Xi ‘an Beilin Museum was not high. After the live broadcast of Bai Xuesong became a hit, many netizens became interested in this "hidden" national first-class museum and left messages saying that they would visit it when it resumed. The number of fans in its official Taobao store has increased to 25,000, and the sales of related rubbings, copybooks and other commodities have also increased significantly.

　　"The forest of steles is so capricious, let such a precious cultural relic as Daxia Shima look at the toilet." "Li Dan is six flavors ‘ Emperor ’ Maru, the six emperors in the family, is also the intimate little secretary of his mother Wu Zetian. " Bai Xuesong’s live broadcast doesn’t follow the routine, often shaking the baggage and telling jokes, and "golden sentences" are frequent, which is impressive. "The cultural relics that Teacher Bai talked about are like living. They all have their own temper, temperament and past lives." Netizen Zhang Minxing commented.

　　Bai Xuesong thinks that most viewers don’t like to dwell on the shape, material and age of a cultural relic in the live broadcast room. "I will pay attention to the explanation of different cultural relics, from the stele of Wang Xizhi to the relief stone carving of Zhaoling Six Horses in Li Shimin Mausoleum, combined with some paragraphs and pictures."

　　After working in Xi ‘an Beilin Museum for 8 years, Bai Xuesong is humorous at ordinary times and likes to interact with the audience. "I have high requirements for my major and keep a lot of reading every day. On the basis of reading, plus my own thinking, I internalized the knowledge related to inscriptions and cultural relics. "

　　Ms. Jin, a Shanghai netizen, came from the live broadcast room in Li Jiaqi. "It was the first live broadcast of Teacher Bai, which was very interesting. I watched the replay until 2: 30 in the morning, and I waited for Teacher Bai in the live broadcast room on time the next day." Ms. Jin has been to Xi ‘an Beilin Museum twice. Compared with the live explanation, she found the live broadcast in Bai Xuesong more interesting. "He has a strong divergent thinking and can contact various knowledge points. During the live broadcast, we are often asked questions. Some questions are even more interesting if I can guess the right answers. " Ms. Jin recommended the live broadcast to friends around her. They were all "circled" by Bai Xuesong and wanted to visit the Xi ‘an Beilin Museum.

　　"Many people actually like cultural relics, but they often see obscure knowledge and lose interest. I hope that through my own live broadcast, more people will fall in love with the museum and feel the charm of traditional culture. " Bai Xuesong said.

　　The number of visits per day exceeds half a year.

　　On February 23rd, Gansu Provincial Museum held two live broadcasts on Taobao live broadcast platform. "The number of real-time online users in the live broadcast room is up to more than 900,000, which is more than half of our total audience last year, and the number of likes exceeds 500,000." The enthusiastic response from netizens surprised the history of the deputy director of Gansu Provincial Museum.

　　In the live broadcast, the treasures of the town hall, such as Copper Running Horse, which are rarely seen at ordinary times, were displayed, and interactive activities such as prize-winning questions and answers were also launched to send more than 60 exquisite cultural and creative products to the audience. "I finally saw the original copper galloping horse", "This way is great" and "I wish there were live broadcasts in the future" … … Seeing so many netizens like it, Wang Xuelin, the commentator of Gansu Provincial Museum who tried live broadcast for the first time, was very happy.

　　On March 1st, the 1388-year-old Potala Palace held its first live webcast, which opened its rare treasures for external exhibition, with more than one million viewers in one hour. On March 9th, the Potala Palace once again boarded Taobao’s live broadcast room, and it was also the first time to broadcast live with 5G signal, and the picture was clearer and smoother.

　　According to incomplete statistics, more than 30 famous domestic museums, such as China National Museum, Dunhuang Research Institute, Nanjing Museum and Suzhou Museum, held live broadcasts on platforms such as Tik Tok, Taobao, Tencent and Aauto Quicker. Some museums have participated in many live broadcasts on different platforms. In addition to sending gold medal commentators and cultural relics experts, there are also curators who personally come out to tell the audience the story of national treasures.

　　"The active cooperation between cultural and cultural institutions and Internet giants to carry out live broadcast is based on the common needs of both sides." Huang Yang, an associate professor in the Department of Cultural Relics and Museums of Nanjing Normal University, told this newspaper that on the one hand, museums need to expand from "narrow broadcasting" to "broadcasting" with the help of the Internet, and spread museum culture more widely by live broadcasting, which is a popular way at present. On the other hand, Internet companies should also provide high-quality content for the audience. Museums are rich in cultural resources and a huge IP treasure house.

　　Yu Feng, general manager of Taobao Content E-commerce Division, said that the live broadcast of the museum can achieve the effect of "bringing people, goods and brands". Online live broadcast has expanded the reception capacity of the museum, because without the pressure of offline passenger flow, the museum can display precious cultural relics that have not been opened before and rarely exhibited, providing you with more detailed and in-depth explanations. "Future visits may become like this — — Learn about this museum or scenic spot through live broadcast first, and look forward to it, and then form a real trip. After going there, if you fall in love with that place, you can continue to pay attention to the dynamics there by watching the live broadcast and realize the depth ‘ Re-visit ’ 。”

　　Live broadcast should be normalized.

　　"Although the museum live broadcast is a product of a special period, in the long run, it is also an inevitable choice for museums to realize people-oriented and multi-channel satisfaction of public needs, and it is a new trend of public cultural services in the Internet era." Huang Yang believes that after this epidemic, the cultural and art circles should rethink the orientation and mission of museums, and how to adapt and effectively use new media to provide cultural services. During the normal opening of the museum, some live events can also be planned to better spread culture and knowledge.

　　"Online live broadcast is very different from the exhibition hall explanation, and details such as content organization, interaction mode and even tone and intonation need to be redesigned." Huang Yang said that there is no fixed mode and lines in live broadcast, which requires high knowledge accumulation and adaptability of the anchor. The problems of netizens are varied, and it is difficult to deal with them without profound cultural accumulation and extensive knowledge. "The live broadcast of Bai Xuesong can be easily obtained from the calligrapher’s life to the font structure, from the official historical allusions to the legend of unofficial history. This is by no means a temporary preparation, but ‘ Ten years of work under the stage ’ The accumulation of. "

　　In order to better interact with netizens, Bai Xue opened Sina Weibo. "I want to exchange some knowledge and feelings about cultural relics with netizens through Weibo. Netizens can also talk about topics they are interested in, and I will collect materials accordingly to prepare for future live broadcasts. " Bai Xuesong revealed that in the future, it may be broadcast live on more platforms such as Tik Tok and Bili Bili, and then the live broadcast will focus on some cultural topics, such as Four Great Classical Novels, Jin Yong’s novels and Shan Hai Jing.

　　"This live broadcast provides you with ‘ Unlock ’ Gambo’s new way also makes us realize the importance and obvious advantages of online communication. " The annals of history says, "We will continue to explore this aspect and lead you to continue with richer and more novel contents and forms ‘ Yunyou ’ Gambo At the same time, I hope to attract more people into the museum and provide you with a better visit experience through online and offline interaction. "

　　From the Iraq war to the Spartan war, all the classic wars have been told countless times by movies that have only been born for more than a hundred years for thousands of years, but the Pearl Harbor incident, the fuse of the Pacific War, is rarely involved. But only a few are classics. On April 21st, the spy war blockbuster "Dongfeng Rain" directed by China director Liu Yunlong will be released soon. The film tells the audience for the first time about the fierce dark war that took place in Shanghai, the spy war center of the Far East.

East Wind Rain in 2010

　　Focus: spy war. Compared with the Pearl Harbor incident itself, the spy wars before and after it are actually more mysterious, and many details of the incident are still inconclusive. At that time, in Shanghai, the spy war center of the Far East, intelligence personnel from many countries also intercepted the information of the sneak attack. What will they do with this most important information in history? Dongfeng Rain will tell the audience in detail this unknown history for the first time in the history of film.

　　Highlight: the plot. As the first person in China’s spy war drama, Liu Yunlong spared no expense in spending hundreds of millions of yuan to truly restore the surging spy war situation in Shanghai during World War II. Screenwriter Yang Jian spent a lot of energy and read countless historical materials, and created a ups and downs script for the film on the basis of historical facts. In the film, spies from all countries and parties are fighting each other, and the situation is changing rapidly. Until the last minute, no one can guess the result of the matter.

Pearl Harbor, 2001

　　Key point: emotion. "Pearl Harbor" is the most popular Pearl Harbor film. Besides its more direct title, the film is indeed much better than the previous two films in quality. The film puts the love triangle of several soldiers in the background of the Pacific War, and tells the cruelty of the war from the emotional side. Putting feelings on such a high level, this film has to be called a classic.

　　Highlight: the scene. Michael bay’s special effects never let the audience down. Six years before Transformers, his ambition for the grand scene of the film had already begun to take shape. The budget of up to 200 million dollars could hardly fill the bottomless pit of the special effects of the film. Pearl Harbor reached its peak in props, actors and technology. Grand scenes and magnificent feelings, typical Hollywood.

Tiger! Tiger! Tiger! "1970

　　Focus: history. The film was co-produced by the United States and Japan. It is unprecedented for the two sides of the war to come together to make a film, and the director is also one from each side. At that time, the purpose of preparing the film was to present that period of history. The film told every event before and after the war in detail, which was a good choice for the audience trying to understand the history at that time.

　　Highlight: true. Focus on history, and the thing to be done is truth. Tiger! Tiger! "has a very high historical value, and has achieved an extremely objective degree in point of view. It’s hard to find any obvious loopholes except a few goof shots found by fans. Even the props used in the film are all copied in true proportion, and many of them are collected in museums.

Loyal Soul in Gone with the Times 1953

　　Focus: American troops. The film tells the story of the American Pacific garrison on the eve of Pearl Harbor time. In the film, the trumpeter Bull saw the extremely chaotic side of the army. He tried his best to adapt the facts, but in the end he could do nothing in front of the dark forces and died tragically in a sneak attack. The Pearl Harbor incident in the film only played the role of the finale, and the theme of the film was placed on the dark side of the American army at that time.

　　Highlights: acting skills. At that time, when the film technology was difficult to make a difference, the acting skills of the film actors were fully demonstrated. The wonderful performances of several winners and actresses helped the film win eight Oscars (the 26th), and the film also created countless classic scenes and beautiful shots, which was called "the best film to show the Pearl Harbor incident in the 20th century".

Special feature of 1905 film network According to the data of Cat’s Eye Professional Edition, as of 21: 30 on May 3, the box office of the May 1st cinema in 2023 exceeded 1.5 billion yuan. Among them, with 510.7343 million yuan, 463.8841 million yuan and 172.5284 million yuan respectively, it ranked in the top three at the box office, followed closely.

Counterattack the most important key words in the mainland film market during the May 1 ST period.

In terms of single film, "Unfamiliar Road of Life" counterattacked "King of the Sky" and became the box office champion, with the cumulative box office of both films exceeding the 500 million mark. In terms of the single-day box office trend, it broke through the 300 million mark for four consecutive days. Among them. On April 30th and May 1st, the single-day box office increased continuously.

The fiery May 1st File has made people more confident about the future development of China film market.

High-quality comedy is just needed in the market.

In 2023, the big dark horse in the mainland film market in the May 1st file was "Unfamiliar Road to Life".

Whether it is in the pre-sale of the box office or the number of people who want to see the online platform in the early stage, the performance of Unfamiliar Life is quite satisfactory. However, this film achieved a counterattack by virtue of the genre difference of the only pure comedy film in the schedule and the strong entertainment attribute of the plot.

The single-day box office of the film rose from 34.148 million yuan on April 28 to 130 million yuan on May 1, and won the single-day box office championship for three consecutive days. The box office of the film broke through 100 million days in a row for three days. In addition, the proportion of the film’s single-day release increased from 10.8% on the first day of release to 23.7% on May 3.

For the box office trend of the film all the way up, the director issued a document saying, "Thank you all, thank you all, thank you all for giving the opportunity to the cinema colleagues." At present, the cumulative box office of the film has exceeded 500 million yuan.

According to the "2022 China Film Annual Survey Report" released by the 1905 Film Network and Film Channel Media Center at the beginning of the year, the total box office of comedy films in 2022 reached 7.513 billion yuan, an increase of 28.66% compared with 2021, and comedy films are still just needed by the market.

The same is true for the Spring Festival and May Day in 2023, and comedies are full of harvest. For the vast majority of the audience, watching movies is one of the ways to relax and decompress in daily life. Comedy films can just make people laugh, relieve stress and ease their emotions.

This is also the first time that a comedy has won the May 1st box office title in the past three years. In 2021 and 2022, the ticket titles were respectively, both of which were romantic films.

There are also romantic films such as "So Many Years" released in the May 1st. Among them, the performance of "So Many Years" controlled by Light Media is relatively outstanding. The film won the third place at the box office, and the cumulative box office exceeded 200 million.

The pre-sale of the box office champion "The King of the Sky" also performed well. The film’s single-day box office has achieved positive growth for two consecutive days. The compact plot and realistic special effects have become the key words of the audience’s hot comments. The film Douban is divided into 7.0. At present, the cumulative box office of the film has exceeded 500 million yuan.

In addition, the film also broke the record of the total number of domestic films in the May 1st file of China mainland film history. The film’s demonstration of the work and life of test pilots has also been unanimously recognized by ordinary audiences and professionals.

The big-screen work "Prosecutorial Storm", which also has the prototype of real people, has also gathered a lot of attention. The former is the first film about criminal trial from the perspective of China prosecutors, while the latter is another new fire-fighting film. At present, the box office of Procuratorial Storm in Out of Fire is more than 47 million yuan and 35 million yuan respectively.

It is worth mentioning that the word-of-mouth of the director’s debut by a well-known screenwriter is not directly proportional to the box office. At present, the film Douban scores 7.3, which is at the top of the new film schedule. At present, the film box office is only in the early tens of millions.

In this regard, Zhang Ji’s circle of friends wrote that "Changsha Nightlife" is my first film directed by me, and there are many shortcomings and regrets. I humbly accept your criticism and correction, but I still hope that my colleagues in the cinema can add some films to our films, especially the effective films. "

According to statistics, the single-day rate of the film from April 30th to May 3rd was 1.8%, 2.4%, 2%, 1.6% and 1.6% respectively. This film full of Hunan flavor, the regional box office champion in the schedule was won by Hunan Province without any suspense.

Animated films and old films performed well collectively.

Of the 18 new films in the May 1st file, there are 5 new animated films, which are mainly low-oriented. Among them, the cumulative box office of "Cosmos Guard: Storm Power" exceeded 30 million, 10 million and 5 million respectively.

New GG Bond Big Movie Super Racing is the eighth big movie in GG Bond series. The New GG Bond Movie Dinosaur Diary, released on May 1st in 2021, created a new box office record for this series of big movies with a score of 79.319 million.

Old animated films such as "Slam Dunk" are outstanding at the collective box office. The content of the story is adult-oriented, which makes the potential audience of such films even larger.

After a lapse of 27 years, the first big movie slam dunk was released in China, which fulfilled many audiences’ dreams of national competition after 1980s and 1990s. The memory killing aroused by the appearance of the five tigers in northern Hunan has made many middle-aged people relive their youth.

On April 20th, it was released in China, and it was not unexpected that the film became the box office champion of the May 1st animated film in 2023. At present, the film Douban scores as high as 9.0. At present, the cumulative box office of the film has exceeded 600 million yuan.

The director’s new film "Journey to the Bell Bud" has a steady long-term box office trend. At present, the cumulative box office of films has exceeded 800 million, which has raised the ceiling of Japanese film box office in China film history to a new height. The mainland of China is also the largest ticket warehouse for this overseas box office.

According to Nintendo’s classic red-and-white game IP, Super Mario Bros. Movie also earned more than 20 million yuan at the box office during the May 1st period. At present, the global box office of the film has reached 1.048 billion US dollars, making it the single-chip box office champion in the current global market.

In these new and old animated films, the works of young children meet the needs of parent-child viewing, while the works of adult children win the movie ticket in the hands of the audience with their feelings. Collective quality online is the basis for the overall box office performance of the May 1st animated film.

Among the many film companies that participated in the May 1st file, Shanghai Tingdong Film has undoubtedly become the biggest winner. "Unfamiliar Road to Life" and "King of the Sky" produced by its owner won the first and second place at the box office. The "So Many Years" controlled by Light Media is also small and broad, with a high return on investment. China Film, Ali Film, Cat’s Eye Film and other mainland film enterprises have gained in varying degrees.

In addition, those officially released in the mainland on May 5 were also screened during the holidays, accumulating market enthusiasm. At present, the total box office of this film has broken the 10 million mark.

Due to the good reputation of films such as King of the Sky and Unfamiliar Road in Life, the long-term box office endurance is worth looking forward to. In the future, there will be "Please don’t believe her" in the mainland film market in May, and Chinese and foreign works with certain market recognition will be released.

At present, the box office of China mainland film market in May has exceeded 880 million yuan, which is higher than the overall box office in May last year. Under the blessing of May 1st, the annual box office in the Mainland has exceeded 19.6 billion yuan, and it will break through the 20 billion mark at the latest next week.

Topic: The First Chinese Contest for Foreign Students in China

　　　　　 Hello, everyone, I’m Sanjier from Afghanistan, and I’m 22 years old. I am a big boy who is full of sunshine and likes sports, but if you say I am handsome, I will be particularly shy and don’t know how to answer. So don’t say "you are handsome" to me if you don’t want me to be shy. Thank you. Don’t look me in the eye and say it.

　　　　　 I come from the beautiful motherland Afghanistan, and our country has beautiful scenery. When you see the mountains and rivers in your hometown, you will feel particularly pure in your heart, as if your soul has been baptized. So deep down, I am still very confident.

　　　　　 Afghanistan is a country with a cultural history of 4,000 years. There are mainly three ethnic groups: Afghans, Tajiks and Turks. I was born in Kabul and lived in andkhoy. I grew up in a multi-ethnic area and learned many languages. My father can speak six languages (Uzbek, Turkmen, English, Persian, Afghan and Russian). Under the influence of my father, I am very interested in languages. I watched many movies from different countries with my father. I often study the pronunciation of different languages, hoping to speak as fluently as the locals. I can speak 11 languages at present. There are Uzbek (mother tongue), Chinese, Persian, Turkmen, Turkish, Hindi, English, Arabic, Postu, Uygur and Russian. It’s interesting to master different languages. It allows me to communicate with friends all over the world, lend a helping hand when they need it, and use the languages I have mastered to solve problems for my friends. Helping others brings me happiness and satisfaction. Dear friend, if you need help, please call me Sanjay! I will be honored to serve you.

　　　　　 I love football very much. Everyone calls me C Ronaldo, hehe! Every time I hear people call me that, I am very happy. That means I’m handsome. . . Ha ha ha ha! Since I was a child, I fell madly in love with football on the grass in my hometown. Football is my closest friend. It brings me happiness and self-confidence. Every time I score a goal, I feel like I get the highest honor. It really fills me up when I get to heaven. Football is my weapon. It gives me courage and strength. When playing football, you will see me change from a lively boy to a strong soldier. It comes and goes freely under my feet, and I can control it easily. I am the most energetic and sunny on the football field. If you want to know me, come and play a football with me! You will have a great time.

　　　　　 I feel lucky to participate in the first national Chinese competition for international students held by CCTV. I hope to make many friends in Beijing, spend a happy and fulfilling summer vacation with you and leave beautiful memories.

　　　　　 thank you ~ ~ Shanjer

　　Bike-sharing swept across the country in an instant, and shared cars are also quietly developing, and various platforms are lining up. In Guangzhou, the shared car platform started from the pilot project in the University Town, and has now entered the urban area of Guangzhou. There are many shared car platforms such as car, once, driving and ding-dong travel, and TUGO will also be launched in Guangzhou on the 27th of this month.

　　On the afternoon of the 23rd of this month, the reporter experienced the discovery of a shared car. When using it, you need real-name authentication, self-service car rental, and you can unlock the door with your mobile phone without a deposit. The process is relatively simple. Song Youcai, a senior user who has used the shared car for more than 100 times since October 10 last year, said that the best advantage of the shared car is to drive by yourself and not wait for the bus. The price of "having a car" has not been adjusted, and "driving" has been adjusted, which is cheaper than Didi, and does not increase in price in rainy days. Compared with other first-tier cities, Guangzhou’s new energy vehicle license plate is easier to obtain, but it is difficult to park and charge, which are the problems that must be solved in time-sharing car rental platform.

　　Experience: Real-name authentication self-service car rental does not require a deposit

　　On the afternoon of the 23rd of this month, the reporter and Guangzhou Daily anchor Xiao Wen and Da Zhao experienced the time-sharing service of once-used car, which was broadcast live on several platforms, and the response was enthusiastic. First, download and install the "Once Degree" App, register and complete the real-name authentication of ID card and driver’s license, then select the outlet of Heye Square in Yuexiu District in the App, lock the vehicle after confirming the use of the car, reserve 5 minutes for the user to find the car, and then start charging after 5 minutes. After finding the vehicle, click the "open the door" option in the App, the corresponding door will be unlocked, and the car key is also in the car. The reporter set out from Heye Square outlet, arrived at Xinghai Concert Hall and returned to Heye Square. The journey of this experience is 19.62 kilometers, which takes 1 hour and 43 minutes and costs 29.98 yuan. "Once" is charged by mileage and time, and the current price is 1 yuan/km+0.1 yuan/min, without deposit.

　　What about the driving experience of electric vehicles? Xiao Wen tested the electric car for the first time. "I feel that the throttle is very loose. It is very different from the fuel car when starting, and the car is very quiet." The anchor said: "The car is small from the outside, but sitting in the back seat feels spacious and not crowded."

　　In addition, if the vehicle violates traffic regulations, the background will retrieve the user who was driving at that time according to the violation record, and push the violation reminder to the user in the App, and the user needs to handle the violation fine by himself.

　　It is reported that all car time-sharing platforms need real-name authentication. For example, the "Car App" requires that the mobile phone number, driver’s license and ID card must be the same person. After the user takes a copy of the driver’s license and holds a bust of the ID card, he uploads it and waits for one working day to pass the authentication.

　　Distribution: There are layouts around the center.

　　At present, there are once shared car platforms in Guangzhou, such as having a car, driving, and traveling. Most shared car platforms use electric vehicles, which are cheaper than fuel vehicles, green and environmentally friendly, and have low maintenance costs in the later period, and are suitable for vehicle positioning for short and medium trips.

　　It is reported that there are 42 outlets in Tianhe, Yuexiu, Liwan, Haizhu, Baiyun, Panyu, etc., using Chery EQ model, the northernmost outlet is near Feixiang Park subway station, and the southernmost outlet is in Zhonghuan West Road in the university town, while there are 13 outlets along the way from guangzhou east railway station to Zhujiang New Town. "The downtown is our first choice", said Andy, deputy general manager of Guangzhou, "One hundred cars will be added in Guangzhou in the future".

　　"Youche" has 14 outlets in the University Town, adopting the Beiqi EV260 model. At present, it has entered Haizhu District, and set up four outlets near Haizhu Bus Terminal, near Guang Zhouta, No.6 Courtyard and Nanzhoubei Bus Station. In the future, it will add outlets in Tianhe, Huangpu and Panyu.

　　At present, Dingdong Travel is only set up in Panyu District, with a total of 60 outlets, using two electric vehicles of Zhidou, and the outlets will be extended to the whole city in the future. It is reported that at present, 300 Dongfeng E30 two-door and four-seat vehicles and 700 five-door and four-seat Tengshi electric vehicles have been purchased, and they have started to be launched in areas from Nansha to Huangpu and other places.

　　In addition, there are 15 outlets in the university town, and there is also an intention to enter the urban area.

　　Disadvantages: high cost, fewer cars and fewer outlets.

　　Judging from the reporter’s experience, there are at least two "bugs" in sharing car rental at present: fewer cars and fewer outlets. These two aspects make car sharing not as popular in cities as bike-sharing.

　　It is a money-burning thing to share the car rental platform and increase the delivery of vehicles and the laying of outlets. Andy, deputy general manager of the once-used car, said that the purchase price of Chery EQ electric cars was around 50,000, and 100 cars were 5 million. Sharing cars is a heavy asset model, so adding cars means consuming a lot of money.

　　Cui Ruizhe, general manager of time-sharing leasing, said: "The biggest difference between cars and bicycles is that the cost is too high. The high cost leads to the scale not going up. There are dozens in the country, five or six in each city, and they are currently in a melee period. No market share has exceeded 30%. "

　　Wu Mao, the head of the Guangzhou branch of the car, said that the purchase price of each Beiqi EV260 electric car is close to 90,000 yuan. Compared with the university town, the operating cost in the urban area is more than 10%. The main reasons for the increase in the operating cost in the urban area are the high parking fee in the urban area and the high electricity bill for frequent manual dispatching and charging of vehicles. "Operation and maintenance costs account for one-third of the cost." Andy said.

　　In addition, increasing the laying of charging piles also requires funds, and the popularization of charging facilities also involves the participation of government departments.

　　praise

　　Good arrival: it’s good without taking a taxi, and the price will not increase in rainy days.

　　"The first time I came into contact with a shared car, a car was advertised downstairs in our company, and I registered it when I thought it was novel." Mr. Song, who has been a user since October last year, told reporters: "It rained every day, and Didi and Uber couldn’t get a car, so I thought of sharing a car."

　　The cost of sharing a car is half cheaper than Didi. Mr. Song calculated a shrewd account for the reporter: many of his colleagues live in Suishi and work in the university town. Originally, Didi carpooled to work, and three people carpooled to the company in 15 yuan, with a per capita 5 yuan, but using the "car" App also cost 7.5 yuan, with a per capita 2.5 yuan, which was half cheaper, so later it was changed to "car".

　　In addition to the price satisfaction, Mr. Song also praised its user experience. "The advantage of sharing a car is that you can drive and don’t have to spend time waiting for the bus. By the way, it doesn’t raise prices in rainy days."

　　People’s cognition of car rental is also changing. Mr. Xie, an office worker, is an advocate of light assets, saying that he will always rent a car. "If you buy a car, you have to pay monthly insurance for your home and office building. The car is a consumable. If you spend more than 100,000 yuan in a few years, it will be worthless. The loss and insurance costs of the car can be rented at will."

　　difficult

　　Difficult to find a car: I often encounter "zero available vehicles"

　　Mr. Song, a veteran user, has used it for more than 100 times on the "car-owning" platform, but he said: "I started using it in October last year, but I didn’t need it at the end of December because it was difficult to rent a car! At first, ‘ Have a car ’ There are fewer cars on the App, but there are fewer users. I can rent a car every day, but then there are more users. There is basically no car at 5 pm, and there is a lack of cars on weekends. "

　　Can I rent a car or not? The reporter experienced three apps: Once, Driving and Ding Dong. At 7 o’clock on the evening of February 22, the reporter set the starting place as Guangzhou Daily in Yuexiu District and the ending point as Agile Garden in Panyu District, and used the car rental service through three apps respectively. At one time, it was shown that the nearest pick-up point was in the underground parking lot of Heye Square on Kang Wang Road, but when the reporter booked the car, the pick-up point showed that the available vehicles were zero. Not only is there no available vehicle in Heye Square, but all the pick-up points in Guangzhou once showed zero available vehicles. At 11 o’clock in the middle of the night on the 23rd, the reporter opened it once again, and the whole city showed that there was only one car at the pick-up point of Beijing-Zhuhai line.

　　The reporter also tested driving and ding-dong travel. The driving outlets are all in the university town. At 3 pm on the 23rd, there were zero available vehicles, and there were five vehicles at 11 pm. The distribution range of Ding-Dong trips is all in Panyu District. Similarly, there are no available vehicles at 3 pm, and there are 9 vehicles at 11 pm.

　　"In Guangzhou, according to the statistics of our platform, a shared car corresponds to 200 users", once Andy, deputy general manager of the car, said, "The difficulty of renting a car can be imagined".

　　Regarding the difficulty of renting a car in some time periods, Wang Yingjie, once the head of the car operation and maintenance department, said that the demand for cars is tidal: after 7: 30, the cars are basically robbed at the peak hours of work, and after 10: 00, the cars will be returned one after another. At lunch time, the car is tight, and the car is available after 2 pm, and there is basically no car at the peak hours of work. Therefore, the probability of grabbing the car at around 7 am, 10 am and 2 pm every day will be higher.

　　Difficult to pick up the car: you can’t fly to the pick-up point in 5 minutes.

　　At about 3 pm on the 23rd, the reporter tried to open a shared car rental App again and found that only one car was available on Xingang West Road, about 8 kilometers away from Guangzhou Daily. According to the requirements, there is only 5 minutes to pick up the car from booking to charging, and the reporter can’t fly even if he flies.

　　Even the once-APP with the most evenly distributed outlets in Guangzhou, the nearest pick-up point from Guangzhou Daily is the underground parking lot of Heye Square on Kang Wang Road. If there is a car, it takes 20 minutes to get it on foot.

　　Moreover, the rules set by these shared car rental apps are basically the same. They all need to pick up the car at a fixed pick-up point, and they can change cars in different places, but they must also stop at their fixed parking spaces. Colleagues who live in Panyu Agile also said that under the current network layout, it is impossible to realize the desire to rent a car near Guangzhou Daily and return the car near Agile.

　　Parking is difficult: returning the car at the return point and taking the subway home is quite tossing.

　　Even if the reporter gets the car, what about parking? The reporter’s residence is located in Agile Garden, Panyu District, and the nearest parking spot is the ground parking lot of Guangzhou Dajia Garden, Haizhu District. The distance between the two places is 10.2 kilometers, which means that the reporter has to take other means of transportation to go home after parking the car. At one time, the distribution of outlets was the most uniform, but it was impossible to park nearby.

　　"The distribution of shared car outlets is still too sparse. It is inconvenient to rent a car from the company and go home. I have to park my car at a fixed outlet outside the three subway stations at home, and then take the subway home." User Miss Li complained.

　　In addition to the need for fixed outlets to park, the full parking spaces at outlets are also a headache for users.

　　Cui Ruizhe, general manager of time-sharing leasing, said that parking difficulty is a problem that must be solved in domestic time-sharing leasing car platforms. At present, all platforms entering Guangzhou have their own parking outlets to pick up cars and park at fixed outlets, but the parking spaces at fixed outlets are full, so where should the cars park?

　　In this regard, some merchants have provided solutions. For example, Ding Dong has reserved parking spaces to be rented and returned at each outlet. At the same time, according to the data feedback of each site, we pay attention to the number of vehicles put in, and adjust the matching degree of vehicles and parking spaces in time. Difficult to charge: the charging pile is difficult to find and not as convenient as refueling.

　　At present, all models of shared car rental are electric vehicles, and charging is the most critical part of renting shared cars. Because the charging service provided by the shared car platform for users is free, this puts forward the importance for the shared car rental platform — — It is necessary to have enough charging pile equipment outlets.

　　The reporter noticed that in several popular shared car apps in Guangzhou, users can find the free charging outlets provided by the lessor through the navigation design of "looking for charging piles" during car rental.

　　However, this kind of free charging benefit is not easy and convenient to enjoy. Because there are very few outlets with charging piles. At one time, for example, there were 42 outlets all over Tianhe District, Yuexiu District, Liwan District and Haizhu District, but only 4 outlets had charging piles. Users may fall into such an embarrassing situation — — It’s too far to charge and too far to return the car.

　　On the other hand, if you can’t go to the free outlets, it is difficult to find public charging piles. Because in Guangzhou, especially in Yuexiu, Liwan and other old cities, there are only a handful of charging pile parking lots. The data obtained by the reporter from China Southern Power Grid and new energy vehicle dealers such as Tengshi and BAIC show that more than 60% of the current public charging piles are located in Panyu and Baiyun District.

　　advice from others

　　It is reported that Beijing Municipal Road and Bridge Group Co., Ltd. has planned to transform the space under more than 40 viaducts in Beijing’s Second and Third Ring Roads as a "shared car" rental point.

　　Shanghai’s "Guiding Opinions on Promoting the Development of Time-sharing Industry of New Energy Vehicles in Shanghai" makes it clear that by the end of 2020, there will be more than 6,000 time-sharing service outlets for new energy vehicles, more than 20,000 pure electric vehicles and more than 30,000 charging piles, and the charging service radius of the central city is less than 1 km, which basically meets the travel needs of the central city of more than 40 million passengers/year. (Text, Figure/Guangzhou Daily All-Media Reporter Zhang Lu, Wang Fuxin, Chen Xinxin, Deng Li, Zhou Weili)

Special feature of 1905 film network "Pay tribute to everyone who struggles in the new era. We are all creators of miracles."

　

The film tells the inspirational story of Jing Hao who struggles with a group of "migrant workers" to start a business in Shenzhen for his sister’s high operation fee. Since the film was released in the Spring Festival, it has exceeded 1.3 billion yuan at the box office with good reputation.

Behind this, the art and modeling work of the film is also a "miracle creator", which adds a lot of color to the film.This issue of "Behind the Scene" follows the art and modeling guidance of "Miracle Stupid Child"plumvastSee how he "speaks" with details based on the truth and creates a "miracle world" in the film.

Scenario 1

Jing Hao and his sister’s home.

"It’s a lot of work, and it’s very small," Li Miao said. Although Miracle Stupid Child is a realistic scene, it’s very complicated, and almost all of it has to be processed and transformed. For example, if the scene is only filmed for one day, they have to work half a month or a month in advance to transform it.

　

Originally, the crew considered building Jing Hao and his sister’s home in the studio, and later found a particularly suitable building and shooting space in the village under Shenzhen Port.

"It may be seven or eight square meters, and there is no room for five people to put their feet in." Li Miao said that on the basis of this room, they reduced the area and changed the furniture such as beds, sofas, tables and cabinets into smaller ones, which was crowded and real.

Although Jing Hao’s home looks a little shabby, the whole color is warm. For example, the sofa and wall wallpaper are all changed to light, old yellow, with yellow label paper on the door and light pink on the floor.

　

Li Miao said, "We don’t want to show how poor his life is. Even though his income is low, he still has a very warm home and is still trying to create a warm environment."

The interior layout of the room is also very rich. As much as possible, props details are used to show the living conditions of the brothers and sisters, such as taking pictures of them for dinner, and their life photos can be seen in the background of the picture, and the multiplication table formula recited by my sister.

　

"The director has a very clear idea. He doesn’t want waste shots in the movie, and he wants to use the least shots to explain the maximum amount of information." Li Miao tried his best to carry out the creative concept, trying to fill every shot with these useful information.

Scene 2

Haojing mobile phone repair shop

Jing Hao’s Haojing mobile phone repair shop is a scene that impresses the audience in the movie.

Originally, the store was very large, but the art group reduced the overall area to five or six square meters, which was as narrow and crowded as his home.

　

There are many maintenance tools in the repair shop, as well as Jing Hao’s mobile phone maintenance authorization certificate and the certificate of participation in the Huaqiang North Maintenance Skills Competition, which highlights his personal maintenance skills with artistic details in the working environment.

While pursuing the realism of the scene, Li Miao also wants to reflect the aesthetic style of the film in this environment.

Through the field collection, they found that the advertisements posted on the street shops in Shenzhen were full of big and many words on a piece of paper, and the information was straightforward. So he listed all these elements in Haojing mobile phone repair shop, and arranged a large number of Chinese characters to create a unique crowded aesthetic feeling.

In the sacred oil shop, there is an Indian puppet who can say "Welcome". In Miracle Stupid Child, the repair shop in Jing Hao also has a small robot holding a billboard and saying "Welcome".

　

Li Miao revealed that director Muye Wen especially hopes to extend this classic little bridge of Dying to Survive into this film. They use the radio to specially design and transform small robots, plug in tapes, and they will make a "welcome" sound.

stage property

55-step disassembly flow chart

Jing Hao’s chance to create a miracle is to deliver the disassembled mobile phone parts with a certain quality inspection rate within the specified time. To this end, he rented a factory and hired a group of workers to work overtime to disassemble the mobile phone according to the disassembly flow chart.

　

Li Miao introduced that the art group has prepared more than 300 detachable pure new mobile phones, more than 200 old second-hand mobile phones, and more than 1,000 fake mobile phones with sealed films, totaling more than 1,600 mobile phones for filming.

"Although the film didn’t capture many details, we really made every step. You can really take it to disassemble a mobile phone."

　

Li Miao revealed that it took them a month or two to make a 32-page, 55-step disassembly process, which is more detailed than the actual steps of disassembling a mobile phone, and it was all handwritten, and some places were deliberately wrong and modified, highlighting the realism of this flow chart.

The crew specially arranged teachers who specialized in repairing mobile phones to teach Jackson Yee and the actors of "Miracle Team" to disassemble their mobile phones. Li Miao said, "They didn’t pretend. They really studied for many days, and they all learned how to disassemble the mobile phone. The techniques are very standard.".

modelling

"sense of maturity and youth"

Jing Hao, played by Jackson Yee, is dressed in a yellow Polo shirt, which is printed with the advertisement information of the mobile phone repair shop, and has a prominent shape, and also exudes a high-spirited mental state.

　

Li Miao believes that the yellow color of this advertising shirt is a very vital tone, and the overall design has a clear positioning and strong style, which can make the audience remember this role at once and distinguish it from other roles in Jackson Yee.

Especially in the first act of the film, Jing Hao has been arranged to wear this suit to strengthen his image. It’s hot in Shenzhen, and it’s easy to sweat, which will affect the performance. For this reason, the art group has prepared more than 30 sets of the same clothes to shoot.

Li Miao insisted that Jing Hao should wear a Polo shirt with a collar. "Jing Hao, as a small owner of a repair shop, later became the director of the disassembly factory. He is a person who works very hard and pursues life very much, and he also hopes to wear himself. Relatively decent, so he should wear clothes with a collar."

Li Miao described Jackson Yee’s sense of role makeup as a "little adult". "He is both a brother and a father at home, so he should have a very mature sense of youth." In terms of hair, he was given a logo hairstyle similar to that of his youth, which is also a big part that young people in southern society like to comb.

　

Li Miao praised Jackson Yee for his careful observation and careful understanding of this role. Because people who repair mobile phones often have to open the screen and back cover, the most convenient tool is to use nails. Jackson Yee found this, took the initiative to put forward the idea of modeling design, and deliberately left some long nails on his little finger.

Li Miao, a former production designer in Dying to Survive, saw Miracle Stupid Children, and he said that he encountered a big problem in his creation — — "The time span is short".

The story background of Miracle Stupid Child happened seven or eight years ago. If you don’t make a distinction between art and modeling design, it is easy for the audience to misunderstand that this story happened in the present. However, if the scene and costumes are completely restored to the state of seven or eight years ago, there is not much change between now and now.

　

In order to create this strangeness, they used some exaggerated age changes in their design to bring the audience back to a new era of "retro".