Xiaomi’s growth slows down and shipments shrink. Domestic mobile phones are the top spot or change hands.

　　Some insiders believe that Huawei has a considerable chance to squeeze Xiaomi into the China mobile phone market in 2016, and the gap between the two parties’ mobile phone shipments will gradually widen.

　　■ Our reporter Ma Yan

　　"Three or two years of leading the way" and "the flag of the king is changing at the head of the city" may be the portrayal of the rapidly changing mobile phone market.

　　According to Fortune magazine, the revenue of Xiaomi, the second largest startup in the world, showed little growth in 2015.

　　Failed to meet the shipment target

　　Revenue in 2015 was almost flat.

　　According to reports, a staff member in charge of publicity and communication of Xiaomi said last weekend that the company’s revenue in 2015 reached 78 billion yuan (about 12.5 billion US dollars), an increase of 5% compared with 74.3 billion yuan in 2014. Coupled with the depreciation of the renminbi, if converted into dollars, the revenue will only increase by 3%.

　　Since Xiaomi’s founder Lei Jun announced in March last year that the revenue target for 2015 was set at 100 billion yuan, the company kept its mouth shut about the total revenue figures last year. A staff member in charge of publicity and liaison of Xiaomi revealed the above figures in an interview with the media last weekend, which was recorded and released by several Chinese media.

　　However, a Xiaomi spokesperson said: "We have never shared revenue data, and we can’t comment on the data you provided. The data we can provide is that despite the shrinking smartphone market, our sales last year exceeded 70 million units. "

　　The revenue is almost flat, reflecting the great changes in the fate curve during the development of Xiaomi. Xiaomi’s revenue increased by 135% in 2014. Lei Jun, the founder of the company, said in early 2015 that Xiaomi’s new smartphone was even better than Apple’s iPhone.

　　However, after the launch of Xiaomi Note, which was highly praised by Lei Jun, it attracted the spit of early adopters. The main problem was that the fuselage was seriously heated, so this mobile phone did not appear as the company expected. Later, Xiaomi encountered a sharp decline in the development of the smart phone market in China, with a growth rate of only 2.5% last year.

　　Xiaomi has said that its smartphone sales in 2015 were lower than the previous target. The company’s initial sales target for 2015 was 100 million units, and later it was lowered to 80 million to 100 million units.

　　But Xiaomi still failed to achieve this goal. According to market research firm IDC, Xiaomi sold 71 million smartphones last year.

　　However, Xiaomi’s disappointing last year was not only the sales of mobile phones.

　　According to an investor of Xiaomi, the company’s Internet service revenue from application software and games failed to reach the sales target of $1 billion, which was $560 million in 2015.

　　Xiaomi is currently valued at $45 billion, second only to Uber, the originator of taxi application. Xiaomi’s valuation means that its price-earnings ratio is about 75 times, which is suitable for a fast-growing Internet company, but not for a smartphone manufacturer with slow sales growth.

　　In order to diversify its development, Xiaomi has expanded its business to Internet services and products other than smart phones, such as air purifiers and electric skateboards. However, these sideline businesses only account for a small part of the company’s revenue, accounting for about 5% of the total, and the growth rate cannot offset the negative impact caused by the decline in smartphone sales.

　　Moreover, if the industry status of Xiaomi mobile phone is no longer, these peripheral industries will become rootless trees.

　　Market ranking falls

　　It is difficult to return to the top spot.

　　In fact, Xiaomi, who once had a beautiful scenery and opened the era of Internet mobile phones, gradually showed its decline from last year.

　　According to IDC statistics, in 2015, the sales ranking of smart phones in China was still ranked first by Xiaomi with a shipment of 64.9 million units, and the market share was nearly 15.0%.

　　However, compared with Huawei’s shipment of nearly 108 million smartphones in 2015, Xiaomi’s total shipment of Xiaomi’s mobile phones was only over 70 million units due to its weak expansion outside China, and there was a sales gap of over 20 million units between them.

　　With the increase of the penetration rate of the mobile phone market in China, the shipment gap between Huawei and Xiaomi has widened, which will make it more difficult for Xiaomi to maintain its leading position in China.

　　When communicating with the Securities Daily reporter, some insiders believe that Huawei has a considerable chance to overtake Xiaomi as the king in the mobile phone market in China in 2016, and the gap between the two parties’ mobile phone shipments will gradually widen.

　　This trend has been revealed by the data of institutions in the first quarter of 2016.

　　According to IDC data, in the first quarter of this year, Xiaomi’s smartphone sales shrank by 5%, falling out of the top five in the global smartphone market share ranking.

　　In the China market, Xiaomi’s performance is not satisfactory. According to IDC statistics, Xiaomi Q1 shipped 9.2 million units, ranking fifth in China market, which should be the first time that Xiaomi shipped less than 10 million units in a single quarter in recent three years. According to public information, in 2015, the shipment of Xiaomi Q1 was around 14 million units. Based on this calculation, the shipment of Xiaomi shrank by nearly 33%.

　　Although Xiaomi still ranks second in China market according to the data of another market research organization IHS, Wang Yang, research director of IHS China, also said that Xiaomi has no hope of returning to the top spot when communicating with the reporter of Securities Daily.

　　Wang Yang said, "The competition in e-commerce channels is too fierce this year. Glory, LeTV and Meizu are all grabbing the market. Moreover, the market increment comes from offline channels, where OPPO and vivo are the strongest, while Xiaomi’s offline channels are weak. "

　　In addition, some analysts pointed out that in the past, the main reason for the rapid volume of Xiaomi mobile phone shipments in the China market was not only related to factors such as hunger marketing and ecological circle building, but also related to Xiaomi mobile phone’s demand for low price and high cost performance. However, when the gap between Huawei and Xiaomi’s mobile phone shipments widens, Huawei will have better advantages in purchasing and manufacturing costs to cope with horizontal competition, and Xiaomi’s low-price strategy will face more severe pressure.

　　Lei Jun said that in 2016, Xiaomi will set up a "special force" to strongly promote Xiaomi 5 mobile phone, and at the same time set up a Xiaomi exploration laboratory to invest in virtual reality (VR) and robotics. In addition, after the balance car, Xiaomi will also launch the first drone product.

　　Compared with the development of Xiaomi’s diversified products, Huawei seems to be more focused on its own industry, and through the one-stop operation mode of telecom equipment and mobile phones, with the deepening of technology and brand power, it will make it easier for Huawei to win the confidence and reputation of consumers in the mobile phone market, and become an important key for Huawei to squeeze Xiaomi in the China market.

　　However, Xiaomi did not sit still. For Xiaomi’s failure to complete the goal of selling 80 million smartphones last year, Lei Jun said that they will readjust, forget KPI, return to their original heart, and re-make products with extreme fever.

　　Xiaomi launched a new flagship model at the Mobile World Congress (MWC) held in Barcelona, Spain in February this year, which may boost the company’s smartphone sales this year.

　　Wang Yang believes that it is possible for Xiaomi to maintain the top five ranking in China market.

Zhiji L7 and others took stock of the new models of new brands in Shanghai Auto Show.

　　[car home New Energy] The 2021 Shanghai Auto Show is underway. In the past two years, the proportion of new energy vehicles in major auto shows has been increasing. In this Shanghai Auto Show, the proportion of new energy vehicles has reached one-third. Some netizens jokingly called this auto show "2021 New Energy Auto Show". Before the auto show is over, let’s take stock of the new products of new brands, because on this "new track", these new brands do have many new ideas, and the models are more interesting than one. If you are interested, you must come to Shanghai Auto Show to feel it.

Home of the car

　　With the booming of new energy automobile market, new automobile brands have been born in recent years, including brand-new new power brands or new brands with traditional automobile enterprise backgrounds. For some traditional car companies, they want a share in the new energy market, and new brands often bring their own heat, and new brand models can also enjoy some "benefits" of traditional car companies, such as funds, customers, technology, etc. In addition, the birth of a new brand can also help car companies to develop another development direction. Why not? Then our inventory article today includes some new brands, such as Weilai and Xpeng Motors, as well as some brands with traditional car companies’ backgrounds, such as Zhiji Automobile.

Home of the car

　　Zhiji Automobile is jointly built by SAIC, Zhangjiang Hi-Tech and Alibaba Group, and (|) is the brand’s first mass-produced model, and the pre-sale price has been announced at 408,800 yuan during the Shanghai Auto Show. It can be seen from the general performance of the first product that this is really a brand that emphasizes "intelligence".

●Zhiji L7

　　The front face of the new car is very futuristic. The "big hero" should be the design of the light group. Although the modeling is exaggerated, the official said that the car is 99% close to mass production. The shape of the daytime running light strip is similar to "∑", and it is responsible for "cool". The official name of this design is icon-m. Cool is just an appearance. Seeing the real light group, Zhiji L7 is equipped with "intelligent lighting system DLP+ISC". This system has 2.6 million pixels of DLP projection headlights and 5,000 LED ISC pixel signal lights. In addition to the conventional lighting function, this lighting system also has the ability to "talk", which can realize the functions of reminding pedestrians, guiding lights, guiding light carpets, and moving light with eyes.

Zhiji Automobile Zhiji L7 2021 Angel Wheel Edition

Home of the car

　　Regarding some sensors, Zhiji L7 has 12 cameras, 5 millimeter-wave radars and 12 ultrasonic sensors. Interestingly, there are three high-definition cameras on the roof of the car. In order to reduce the wind resistance, the cameras are automatically upgraded when necessary. Its image sensor has 150 million pixels as a whole, supporting 180 distortion-free ultra-wide-angle, 4K high-definition video shooting, super night view and other modes. Although there is a "small horn" overhead, the drag coefficient of Zhiji L7 has reached 0.21, which is already an excellent achievement.

Home of the car

　　The length and width of the new car are 5098mm and 1960mm respectively, and the wheelbase reaches 3100mm, so the car side effect is slender enough. At the rear of the car, don’t think it’s just a simple through taillight. In fact, the taillight is designed on screen, and you can print some fonts and patterns. On the other hand, the taillight part seems to be integrated with the "duck tail" shape, which is also unique.

Zhiji Automobile Zhiji L7 2021 Angel Wheel Edition

Home of the car

　　Entering the car, Zhiji L7 has a 39-inch through screen, and the instrument and center console are a big screen, and the co-pilot entertainment screen is another screen, and both screens can be lifted up and down. There are also bright spots in the interactive experience of the vehicle. It is equipped with Zhiji’s "unbounded interactive IMOS operating system", which can realize unbounded multi-screen interactive experience, and users can freely customize functions that are not related to vehicle safety.

Zhiji Automobile Zhiji L7 2021 Angel Wheel Edition

　　Finally, in the power and endurance part, the rear axle of the car is the main drive, with a power of 400kW and a torque of 700 N·m, and it is equipped with a bidirectional 12 rear wheel steering system. Zhiji L7 also comes standard with a 93kWh power battery pack, and the high-equipped models can be equipped with a 115kWh battery, so the vehicle can last up to 1000km. At the same time, the car will be equipped with 11kW wireless charging. The official said that it can charge 10.5kWh of electricity in one hour, which is equivalent to 70-80km battery life under the NEDC standard.

Zhiji Automobile Zhiji L7 2021 Angel Wheel Edition

　　"Smart" is really not empty talk. On the track of pure electric vehicles, these car companies are really implementing "smart" in all aspects. In the part of assisted driving that many people care about, the official said that Zhiji L7 can have the point-to-point zero-take-over autopilot capability by the end of 2021, provided that national regulations allow and high-precision maps are open. After reading Zhizhi L7, I can only say that "the amount given is really large". It is in the early 400,000 s. Is this car worth it?

●Zhiji LS7 concept car

　　Zhiji LS7 is positioned as a medium or large SUV, which is still in the concept car state and is planned to be officially mass-produced in 2022. Compared with the L7 just mentioned, the front of this new car looks more conservative, but the irregular headlights and the concave front face still make it have a strong sense of youth. It can be seen from the door handle that the LS7 concept car seems to adopt the design of the opposite door at present, and I hope that this design can be retained in future production cars.

Zhiji automobile Zhiji LS7 2021 concept car

Zhiji automobile Zhiji LS7 2021 concept car

　　It can be seen that the electronic rearview mirror was used in the real shooting model, which was exclusive to the concept car in the past, but the designer of Zhiji LS7 said that "this was developed at a time when the laws and regulations were in compliance", and when the LS7 was mass-produced and listed, the electronic rearview mirror might be standard. In the century-long history of automobile development, are we really going to experience another change in mass production of pure electric vehicles? It is really worth looking forward to. The taillight design of Zhiji LS7 is exactly the same as that of L7. In terms of functionality, the taillights are the same as those of both cars, and they all have screen design.

Zhiji automobile Zhiji LS7 2021 concept car

Zhiji automobile Zhiji LS7 2021 concept car

　　At present, the interior of Zhiji LS7 has not been announced, but it is conceivable that the car should adopt a style similar to that of L7, and the on-board interconnection system is also a part worth looking forward to. Besides the camera, there are two "small horns" on the roof of LS7, which are prepared for solid-state lidar. I believe that the two models of Zhiji will have one thing in common, that is, to implement the label of "intelligence" and expect them to perform well after they are actually listed.

Eight departments prevent and control teenagers’ myopia： regulate the total amount of online games, and ban mobile phones in class.

　　BEIJING, Beijing, August 31 (Xinhua) On the 30th, the "Implementation Plan for Comprehensive Prevention and Control of Myopia among Children and Adolescents" formulated by the Ministry of Education and National Health Commission was announced. For example, ensure that primary school students sleep for 10 hours every day, prohibit students from bringing electronic products such as mobile phones into the classroom, and control the number of new online games. The plan lists a series of hard measures to "protect their eyes" for children and adolescents.

　　— — By 2030, the myopia rate of high school students will drop below 70%

　　The plan proposes that by 2023, we will strive to reduce the overall myopia rate of children and adolescents nationwide by more than 0.5 percentage points per year on the basis of 2018, and the provinces with high incidence of myopia will reduce by more than 1 percentage point per year.

　　By 2030, the rate of new-onset myopia among children and adolescents in China will be significantly reduced, and the overall level of children and adolescents’ visual health will be significantly improved. The myopia rate of 6-year-old children will be controlled at around 3%, the myopia rate of primary school students will be reduced to below 38%, the myopia rate of junior high school students will be reduced to below 60%, the myopia rate of senior high school students will be reduced to below 70%, and the excellent rate of national students’ physical health standards will be over 25%.

　　[family]

　　— — Children are exposed to outdoor natural light for more than 60 minutes every day at home.

　　The plan requires that a good family sports atmosphere should be created, and children should be actively guided to engage in outdoor activities or physical exercise, so that they can be exposed to outdoor natural light for more than 60 minutes every day at home.

　　Encourage and support children to participate in various forms of sports activities, urge children to conscientiously complete sports homework in winter and summer vacations, enable them to master 1-2 sports skills, and guide children to develop lifelong exercise habits.

　　— — The cumulative use of electronic products for non-learning purposes should not exceed 1 hour per day.

　　The plan reminds parents to control the use of electronic products, and consciously control their children, especially preschool children, to use electronic products. The single use of electronic products for non-learning purposes should not exceed 15 minutes, and the cumulative time should not exceed 1 hour every day. After studying with electronic products for 30-40 minutes, they should take a rest and relax for 10 minutes. The younger they are, the shorter the continuous use of electronic products should be.

　　— — Ensure that primary school students sleep for 10 hours every day.

　　The plan requires that parents should supervise and correct their children’s bad reading and writing posture at any time, and the continuous eye use time for reading and writing should not exceed 40 minutes.

　　Parents should cooperate with the school to effectively reduce the burden on their children. Don’t blindly participate in extracurricular training and follow the trend. They should make reasonable choices according to their hobbies to avoid reducing the burden on schools and families.

　　Guarantee children’s sleep time, and ensure that primary school students sleep 10 hours a day, junior high school students 9 hours, and senior high school students 8 hours.

　　— — Not assigning homework in the first and second grades of primary school should not make students’ homework become parents’ homework.

　　The plan requires that schools should reduce students’ academic burden. There is no written homework for the first and second grades of primary school, and the completion time of written homework for the third to sixth grades should not exceed 60 minutes, and it should not exceed 90 minutes for junior high school. The homework time should also be reasonably arranged for senior high school. Strengthen practical homework, reduce mechanical and repetitive training, and prevent students’ homework from evolving into parents’ homework.

　　— — Grade one and grade two exams shall not exceed once per semester, and other grades shall not exceed twice.

　　The plan stipulates that the number of unified examinations in the compulsory education stage should be resolutely controlled. The first and second grades of primary school should not exceed once per semester, and other grades should not exceed twice per semester. It is strictly forbidden to publish students’ test scores and rankings in any form or manner; It is strictly forbidden to use the award-winning certificates of various competitions, academic competition results or grading certificates as the basis for enrollment; It is strictly forbidden to organize examinations to select students in various names.

　　— — Adjust the seat every month according to the change of students’ vision, and adjust the seat height every semester.

　　The plan requires that the phenomenon of "large class size" be eliminated quickly. The compliance rate of school classroom lighting hygiene standards is 100%. According to the viewing angle of students’ seats, the lighting situation in the classroom and the changes of students’ eyesight, the students’ seats are adjusted every month, and the height of students’ desks and chairs is adjusted individually every semester to adapt to the growth and development of students.

　　According to the plan, ensure that primary and secondary school students have more than one hour of physical activity time every day at school. Strictly implement the national physical education and health curriculum standards, and ensure that the first and second grades of primary school have 4 class hours per week, the third to sixth grades and junior high school have 3 class hours per week, and the senior high school has 2 class hours per week. Primary and secondary schools arrange 30 minutes of big recess sports activities every day.

　　— — Students are strictly forbidden to bring electronic products such as mobile phones and tablets into the classroom.

　　According to the plan, schools should prohibit students from bringing personal mobile phones, tablets and other electronic products into the classroom, and those brought into the school should be kept in a unified way. In school education, electronic products are used reasonably according to the principle of demand, and teaching and assignment are not dependent on electronic products. In principle, the teaching time using electronic products should not exceed 30% of the total teaching time, and paper homework should be used in principle.

　　— — Textbooks, test papers and other font papers should protect their eyesight and push mandatory standards before the end of next year.

　　According to the plan, before the end of 2019, National Health Commission will, together with relevant departments, issue relevant mandatory standards to strictly regulate the fonts and papers of textbooks, teaching AIDS, examination papers, exercise books, newspapers and other printed materials and publications for children and adolescents, as well as study lamps, so as to protect their eyesight.

　　— — Regulating the total amount of online games and controlling the number of online games newly added.

　　According to the plan, the State Press and Publication Administration should regulate the total number of online games, control the number of new online games, explore an age-appropriate reminder system in line with national conditions, and take measures to limit the use time of minors.

　　In addition, the State Administration of Market Supervision should strictly supervise the optometry and glasses industry, standardize the glasses market, and prevent unqualified glasses from entering the market. Strengthen advertising supervision and investigate and deal with false and illegal advertisements for myopia prevention and control products according to law.

　　— — Prevention and control of myopia, overall myopia rate and physical health are included in the government performance appraisal.

　　According to the plan, the State Council authorized the Ministry of Education, the National Health and Wellness Commission and the provincial people’s governments to sign responsibility letters for comprehensively strengthening the prevention and control of myopia among children and adolescents, and local people’s governments at all levels signed responsibility letters step by step. The prevention and control of myopia in children and adolescents, the overall myopia rate and physical health status will be included in the government performance appraisal.

　　Incorporate vision health into quality education, incorporate children’s physical and mental health and schoolwork burden into the national compulsory education quality monitoring and evaluation system, and hold local governments and schools accountable according to laws and regulations for the decline of children’s physical health for three consecutive years.

Huawei held a summer conference, and new products such as Nova A10 series made a surprise appearance.

On July 4th, Huawei held a summer conference on Nova A10 series and new products in the whole scene, bringing new products in the whole scene of Huawei’s smart life, such as Nova A10 series, AITO intelligent M7 car, Huawei whole house intelligence 2.0, HUAWEI P50 Pocket new color version, Huawei children’s watch 4 Pro deep-sea fantasy model and Great Sage Hero model, HUAWEI WATCH FIT 2, Huawei accompanying WiFi 3 Pro, etc., and continuously building the whole scene ecology of all things Zhilian.

On July 2nd, Huawei officially released a brand new brand: Huawei Image XMAGE. With continuous R&D investment and technology accumulation, Huawei has established its own image capability and continues to lead the industry in innovation. He Gang, chief operating officer of Huawei Terminal BG, said, "Huawei Image XMAGE will be the exclusive logo of Huawei Mobile Image, which declares our leading and mature in the image field and will also represent our continuous breakthrough and commitment."　

Huawei Nova A10 Series: Reconstructing the Front Image Experience

Nova series mobile phones represent the highest level of Huawei images in the field of pre-imaging, and have always led the technological innovation of self-timer images in the industry. Huawei nova A10 series not only inherits the aesthetics and image genes of Huawei Nova series, but also brings a breakthrough upgrade in appearance, image technology and experience.

Huawei nova10 Pro is equipped with the industry’s first front-mounted 60-million-telephoto dual camera, in which the front-mounted ultra-wide-angle lens has the highest 60 million pixels in the industry, equipped with a 100-degree ultra-wide angle, 1/2.61-inch outsole and supports 4K image quality. Excellent resolution and light sensitivity lay a solid foundation for pre-shooting exquisite portrait blockbusters. Huawei nova10 Pro is also equipped with the industry’s first portrait close-up, which supports 2x optical zoom and 5x digital zoom at most. With the front ultra-wide-angle lens, it can achieve a super-large zoom range of 0.7x~5x, bringing an excellent front shooting experience that fully focuses on the natural feeling of human eyes.

M7, the second model of AITO brand, was released to refresh the luxury of 6 large SUVs.

AITO brand officially launched its second product, AITO Wenjie M7, a luxury and intelligent large-scale electric SUV, equipped with HUAWEI DriveONE pure electric drive extended range platform, bringing six large spaces, Aito zero-gravity seats and a newly upgraded HarmonyOS smart cockpit. The pre-sale price of the new car is 319,800-379,800 yuan, which will satisfy the pursuit of high-quality travel by family and business users. It is a comfortable business choice for families who want to control at will.

The highly acclaimed HarmonyOS smart cockpit has evolved again, and the new super desktop function allows mobile phone applications to go directly to the M7 car. Car home KTV, immersive game mode and 19-speaker HUAWEI SOUND audio bring audio-visual entertainment experience. Empowered by the HarmonyOS intelligent ecology, the M7 can be seamlessly interconnected with some mobile phones, smart homes, smart watches and other devices to connect different scenes of life, so that work and family can be under control.

The HUAWEI DriveONE pure electric drive range extension platform equipped on the M7 of Wenjie has a unique 6-in-1 range extender powertrain, with a maximum battery life of 1,220 kilometers under CLTC working conditions, which is convenient for "oil and electricity". The dual-motor four-wheel drive system has a comprehensive maximum output of 330kW and the fastest acceleration of 4.8s per 100 kilometers. With the carefully adjusted all-aluminum chassis and suitable wheelbase design, comfort and sportiness are perfectly unified.

Huawei P50 Pocket’s new color is on the market, and the double-sided rhythm technology aesthetics of light perception and texture is upgraded.

Huawei P50 pocket continues to break through new aesthetic heights and innovate again, bringing two new color schemes: Yunjinbai and Azure Blue, following polished gold, crystal diamond white and obsidian black. Through the unique fashion splicing design, two completely different materials, high-grade skin-friendly plain leather and glossy mirror texture glass, are spliced on both sides, with one side texture and one side light feeling. It presents a unique beauty of texture and conveys the concept of "beauty is more than one side" to users.　

Based on the ability of hyperspectral analysis, Huawei P50 Pocket supports environmental ultraviolet detection, can identify the intensity of ultraviolet rays in the current environment, and can put forward corresponding sun protection suggestions, so as to escort beauty together with intelligent sun protection detection and professional AI skin measurement. Secondly, the newly released Huawei P50 Pocket also upgraded to support the mirror image smart shooting function. When shooting, both the internal screen and the external screen display the framing picture at the same time, so that both the photographer and the subject can preview the shooting effect, bringing a rich and convenient shooting experience. Huawei P50 Pocket smart external screen brings richer audio, travel service and smart life experience, and consumers can enjoy richer and more convenient services.

HUAWEI WATCH FIT 2 and Huawei Children’s Watch 4 Pro have a smarter and more diverse experience.

The newly released Huawei WATCH FIT 2 is equipped with a 1.74-inch high-definition full-screen display, which supports Bluetooth calls and music listening, adds audio fitness animations such as warm-up, stretching and sedentary awakening, and supports 97 sports modes such as frisbee and skateboarding, fully meeting the trendy sports needs of young users; Equipped with HarmonyOS 2.1 system, it brings a smarter and more diverse experience. Huawei’s children’s watch 4 Pro also ushered in an upgrade, co-signing Guoman’s "Return of the Great Sage of Journey to the West" and "Deep Sea", nine-fold AI positioning and all-weather accurate recording of footprints to accompany children to grow up with peace of mind.

Huawei’s whole house intelligence is upgraded to create a milestone of spatial interaction.

The conference also brought a new generation of Huawei’s whole house intelligence, including spatial interactive experience 2.0 and brand-new after-installation solutions. In terms of interaction, the addition of the desktop central control panel can be described as enriching the intelligent central control panel family, helping consumers to control the wall and table everywhere, and the intelligent interaction mode of Huawei’s whole house has evolved again; The brand-new UX interface design can realize the classified storage of subspaces, subsystems and sub-scenes, and the hierarchical interaction of the system, and bring an innovative interactive experience of visual speaking and super quick control, and improve the control efficiency and control experience of users for the whole house. The brand-new afterloading solution can cover multiple afterloading units, which not only eliminates the trouble of wiring and wall breaking, but also supports one-button batch distribution network and scene import, allowing consumers to achieve rapid rejuvenation and use the same day as soon as possible. At present, many well-known brands of rich items can access Huawei’s whole house intelligence. In terms of price, the price of the new generation of Huawei whole-house smart suite starts from 19,999 yuan. Users can log in to the browser to search for "Huawei whole-house smart", enter Huawei official website or dial 950800 to access a manual agent to make an Appointment to enter the store. They can also make an appointment for the experience through app channels such as Huawei Mall, Smart Life and My Huawei.

Aauto Quicker apologizes for spreading teenage mothers. Is this really useful？

　　CCTV News:On March 31st, several columns of CCTV reported on platforms such as Aauto Quicker and Volcano Video, and a large number of videos of underage pregnant women with underage children as gimmicks appeared, asking where the bottom line of short videos was.

　　On April 3rd, CEO of Aauto Quicker published an article "Accept Criticism, Reorganize and Move Forward" to apologize, saying that the development of fast-paced community deviated from the original direction to a certain extent, and would use correct values to guide the algorithm, promise to improve the algorithm, and give priority to recommending personalized positive energy works that are more in line with users’ interests.

　　A 16-year-old girl is holding a baby in her hand. Can you imagine it is her child? The 17-year-old girl repeatedly stressed on the video homepage that she had more babies and was an early mother; A couple after 00 showed their affection to the fullest, and that day was the 65th day of their live elopement.

　　Love, pregnancy and childbirth … … These taboos for minors in real life are easily broken on some video platforms. What is even more unexpected is that these videos will not only not be banned and sealed up, but also often become popular on live broadcast platforms, with tens of thousands to hundreds of thousands of broadcasts.

　　According to CCTV survey, most of these underage mothers live in rural areas or small towns, drop out of school early and have children, with narrow social contacts and a desire for attention. In order to attract attention, they deliberately strengthen the attributes of young mothers, many of which are not only ignoring ethics, but even touching the bottom line of the law. The huge number of participants and the low age are far beyond people’s cognition.

　　If it is said that individual minors are immature and form wrong values, then the trend of striving to be the "youngest mother in the whole network" can spread rapidly and have an impact, which is inseparable from the recommendation of the platform.

　　Algorithm priority and accurate positioning of users’ preferences are the means respected by major platforms now, and also the core technology for survival. However, completely relying on the algorithm, regardless of the video content is not only the dereliction of duty of the platform, but also the connivance in disguise.

　　Some wonderful and even dangerous video contents have been imitated by netizens in real life, which not only breaks the moral bottom line, violates the law, but even endangers the lives of themselves and others.

　　Vulgarity, hype, and being out of position must not be correct values. Aauto Quicker has the right and responsibility to audit the content of his own platform in the face of underage users who are attacked by all kinds of low-quality content. However, it doesn’t stop but promotes, just as netizens said, how many children will be negatively affected by a big V who is famous for having children under age? You don’t know for yourself.

　　Aauto Quicker didn’t know that there were these big V’s in the top ten popularity rankings? The credibility of this statement is almost zero. Then why hasn’t it been dealt with, such as warnings or even titles? The interest relationship behind this is probably self-evident. As long as it can attract more users, the platform will turn a blind eye to these big V’s. As long as it is not bound by the law and resolutely stays out of it, it can be said that it will not die without hitting the south wall.

　　There is no doubt that the rectification of Aauto Quicker, the relevant laws and regulations are even more important. In recent years, short video and live broadcast platforms have been exposed to vulgarity, pornography, fraud and other chaos, and network supervision is becoming more and more strict. However, with the continuous upgrading of network technology, the diversity of platforms and the complexity of supervision often make these people take advantage of the loopholes and test the "red line" with the edge of the law. It is imperative to formulate laws and regulations specifically for webcasting as soon as possible, refine responsibilities and subjects, and prevent the "barbaric growth" of these platforms.

　　On the other hand, families and society should also pay more attention to minors and guide them to return to the correct track of values and share positive energy. Recording what is worth recording is the correct way for technology to change life.

Worried! Hong Kong A auto stocks collectively weaken, and brokers’ medium-term strategy bet on these two points!

　　On July 6th, in the afternoon, the auto sector of Hong Kong stocks fell. As of press time, shares of Dongfeng Group, () fell more than 5%, () fell more than 4%, Geely Automobile fell more than 3% and () fell more than 2%.

　　At the same time, the A-share auto sector is also falling, Hanma Technology has fallen, and Guangzhou Automobile Group, () and () have weakened.

　　Year-to-date, the share price of () has risen by over 388%, and the share price of Xiaokang has also risen by over 250%.

　　On January 12th this year, Zotye Motor announced the progress of public recruitment of investors, saying that two prospective investors had paid the corresponding confidentiality deposit and intention deposit, and started to carry out specific due diligence work after paying the deposit. Since then, Zotye Auto’s share price has been rising all the way.

　　However, up to now, two prospective investors have terminated their investment and one has suspended their investment. This also means that the pre-reorganization plan started by Zotye Automobile last year may fail.

　　It is worth mentioning that Zotye Motor has a huge loss. According to the data of Zotye Auto’s annual report, the company lost 10.801 billion yuan in 2020, and its net assets at the end of 2020 were-4.423 billion yuan. At the same time, the company’s main business vehicle business is in a state of suspension or semi-suspension.

　　Xiaokang Co., Ltd. is an entity manufacturing enterprise with engines and new energy vehicles as its core business and complete vehicles as its main business. Now it has formed a complete industrial chain integrating independent research and development, manufacturing, sales and service of complete vehicles, engines and auto parts. In addition, Xiaokang’s stock business also involves car rental and Internet consumer finance.

　　The previous rise seems to have exhausted the market enthusiasm. What will happen to the market structure of the automobile industry in the second half of the year? What should investors focus on?

　　It is worth noting that many brokers frequently mention two points in the strategy of automobile industry: intelligence and independent brands.

　　Northeast Securities: Automotive Intelligentization Welcomes Turning Point, Huawei Leads the Wave.

　　We believe that intelligent transformation is a clear trend in the automobile industry, and it has already reached an inflection point. Intelligent automobile is the main investment logic in the next few years. At present, both OEMs and Tier1 manufacturers are actively increasing the intelligent layout. We are most concerned about Huawei. Huawei entered the automotive field and positioned itself as a Tier1 manufacturer. We judge that Huawei will lead the wave of automobile intelligence. We believe that intelligent driving and intelligent cockpit are the core solutions of Huawei, and these two segments are also the core of the wave of automobile intelligence.

　　Investment advice:

　　Great Wall Motor

　　Among domestic vehicle manufacturers, Great Wall Motor has a prominent strategic layout in the field of intelligent driving, and cooperates with Qualcomm and Huawei. Great Wall Motor will be the first to launch a coffee intelligent driving system based on the SnapdragonRide platform in the high-end models launched in 2022. Great Wall Motor and Huawei also cooperate in the fields of intelligent networking and intelligent driving. Huawei will provide Great Wall Motor with a high computing power intelligent driving computing platform based on MDC, and cooperate with Great Wall Motor to complete various evaluations and tests of the sensing components required for intelligent driving.

　　Changan automobile

　　() Join hands with Huawei and () to cooperate in the field of automotive intelligence. Changan Automobile has a strong ability to build cars, and it also has the accumulation of intelligent driving schemes. Combined with Huawei’s technical modules, it is expected to launch excellent intelligent cars.

　　Baolong technology

　　ADAS is still a good landing point for intelligent driving, and we continue to firmly recommend it (). Baolong Technology’s ADAS business made great efforts, and in 2021, it became the leading commercial vehicle ADAS in China, and subsequent passenger cars continued to follow up. At the same time, the company’s multi-category sensor business has developed rapidly and has broad application space in the field of autonomous driving.

　　Fuyao glass

　　Under the wave of intelligence, the permeability of skylight glass and HUD glass has increased, and the automotive glass business has ushered in a new space. As a new kind of automobile glass, skylight glass is widely used in electric vehicles. In recent years, HUD glass has gradually sunk from high-end cars to low-end models, accelerating market penetration and leading the trend of automobile intelligence. As a leader in the automotive glass industry, the company is expected to take the lead in benefiting from the growth space.

　　China Merchants Securities: "Intelligent Control, Electric Future" Accelerate Development

　　Automobile industry: the chip problem is expected to be solved in the third quarter, and the economy will pick up in the fourth quarter.

　　Passenger cars: It increased by 38.1% year-on-year from January to May, and it is estimated that the industry will be 7.5% in 2021.

　　New energy vehicles: From January to May, it increased by 2.5 times year-on-year, the C-end increased by 263%, and the supply of high-quality products increased. In May, the monthly penetration rate of new energy passenger cars was 11.5%, and the curtain of marketization opened, which will usher in a decade of high growth.

　　Commercial vehicles: It is estimated that the sales volume of heavy trucks will be under pressure with the strict implementation of the national six emission standards in the second half of 2021, and the national six emission upgrade will activate the 100 billion post-processing market.

　　"Intelligent control, electric future", the industry is advancing at full speed.

　　1. The whole vehicle: electrified and intelligent. The launch of new models in the electric vehicle industry will be accelerated, and the C-end consumption will rise and enter an accelerated penetration period. It is estimated that the industry sales will reach 2.2 million units in 2021, and electrification will change the cost structure of the industry for a long time; The accelerated investment in the direction of intelligence will change the industry ecology and change the business model. New elements will drive hardware intelligence and software-defined cars.

　　2. Parts and components: high-end, modular and international. High-end products enhance the value of products, modularity and then enhance the supporting value. The large domestic market and low cost determine the inevitable trend of the internationalization of parts and components.

　　Investment strategy: pay equal attention to structure and trend, and comprehensively lay out the automobile industry.

　　From top to bottom, we are optimistic about the systematic opportunities in the automobile industry. In terms of structural performance, new energy, parts and intelligence are the sub-sectors with high prosperity in 2021.

　　Passenger car: Great Wall Motor and Geely Automobile with strong product cycle are recommended; Guangzhou Automobile Group and () whose current valuation is still at a relatively low level in history are recommended.

　　Parts and components: Grasp "high-end, modular and international", and recommend (), (), (), (), () and so on.

　　Intelligence: Intelligent driving is the general trend, and many links have investment value. We recommend (), () and (), and pay attention to Shunyu Optics (electronic group coverage), () (electronic group coverage), () (electronic group coverage), () (electronic group coverage) and () (computer group coverage). The new forces represented by Tesla are growing fast and making high profits, and the relevant targets of the industrial chain are recommended.

　　New energy vehicles: electrification ushered in a blowout of good products and the rise of market-oriented C-end consumption, recommended BYD, paid attention to the formation of Huawei’s automobile industry ecology, and paid attention to Changan Automobile, () and Xiaokang shares; Short-term policies for fuel cells are frequent, focusing on Yihuatong, () and ().

　　China galaxy: Electric power has arrived, and intelligent driving is escorting.

　　After the epidemic, the demand picked up, and the long-term space was huge. Due to the epidemic and extreme weather, the global supply of automobile chips was in short supply, and the terminal production was reduced, which made the industry enter a tight balance state where demand exceeded supply. It is expected that the supply pressure of 21Q3 chip will be gradually eliminated.

　　We estimate that the sales volume of passenger cars in 2021 is expected to reach 21.7 million, Yoy+7.7%;

　　There is still room for doubling the total automobile sales for a long time. At present, the average number of cars per thousand people in China is less than 200. In the long run, there is still much room in absolute terms. Referring to the development history of the United States, Japan and South Korea, we predict that by 2030, the domestic car ownership is expected to be close to 400 vehicles per thousand people, and the CAGR is expected to reach 8% in 9 years;

　　It is estimated that 2.5 million new energy passenger cars will be sold in 21 years. The electrification penetration rate will exceed 10% from January to April in 21 years, and the year-on-year growth rate will exceed expectations. The annual sales volume is expected to increase by nearly 100% year-on-year. The products of traditional car companies have been accelerated, and the technology giants have successively entered the market. The trend of electrification is a foregone conclusion.

　　Intelligent components accelerate the penetration of new forces to build cars. At present, intelligent driving and cockpit equipment are stronger than traditional OEMs. We judge that traditional OEMs will accelerate the transformation to comprehensive intelligence, and the market for automatic driving and intelligent cockpit components will be the main increase in the future;

　　A new generation of hardware paves the way for intelligent driving. Driving assistance and intelligent cockpit have given birth to the application of a new generation of electronic and electrical architecture, which has stronger computing power. The increase in the types and quantity of bicycle driving assistance sensors is a general trend, and the difference in bicycle value between high/low-level driving assistance systems is about 10 times. Independent component suppliers have the advantage of being a latecomer and are expected to emerge suddenly.

　　Investment suggestion: For the whole vehicle, we suggest paying attention to Changan Automobile with strong cycle products, Great Wall Motor, the leader in segmentation, and SAIC Motor, whose relative valuation is at a low level. The parts industry suggests paying attention to 1) intelligent targets: (), (); 2) Internationalized and high-end modular leaders: Huayu Automobile and Chineydy; 3) Increase in bicycle value: (), Fuyao Glass;

　　Shanxi Securities: With the rise of independent brands, the new energy vehicle market has broad prospects.

　　Industry Review & Prediction: In the first half of 2021, the overall automobile consumption remained stable, the overall profitability of enterprises was restored, and the cumulative sales volume and cumulative retail sales of automobile products increased at a high speed year-on-year. In the short term, due to the chip supply problem and the sharp rise in raw material prices, the automobile industry is still facing downward pressure on performance, but the economy continues to recover steadily, the production and operation of enterprises continue to expand steadily, and the industry still has room for growth. The overall trend of the industry in the second half of 2021 remains unchanged.

　　1) The overall positive trend of passenger cars in the second half of the year remains unchanged, and self-owned brand passenger cars and electric vehicles are expected to maintain rapid growth. 2) The overall demand for buses is declining. With the gradual advancement of new energy technologies and the gradual growth of the RV market, the new energy and emerging markets of road buses are expected to provide an increase for the bus market. 3) Heavy trucks are expected to continue to operate at a high level throughout the year. However, due to the emission regulations, the demand for heavy trucks is mainly released in the first half of the year, and the sales volume may narrow to some extent in the second half of the year.

　　The share of SUV continues to increase, and the self-owned brand passenger cars are gradually laid out in a high-end way. Since the beginning of 2021, the cumulative production and sales of passenger cars have continued to grow at a high speed year-on-year, but the growth rate has narrowed. In terms of vehicle types, SUV is the model that contributes to the main increment of passenger car sales, and its year-on-year performance is better than other models as a whole, and its sales share has been continuously improved since 2010. In terms of car system, the cumulative sales growth rate of self-owned brand passenger cars is ahead of the industry, and the trend of high-end is obvious. Self-owned brand vehicle manufacturers with high-quality brands and active layout of high-quality tracks are expected to continue to seize market share by relying on their own high-quality models. In addition, luxury cars are still outstanding, with diversified products, obvious characteristics of consumption upgrading in the automobile market, and the threshold for overlapping car purchases has dropped, and luxury cars are expected to maintain their leading position. On the whole, we are optimistic about the market segments of self-owned brand passenger cars under the trend of luxury cars and high-end, as well as the structural opportunities of cars, SUVs and other market segments. It is suggested to pay attention to vehicle manufacturers with high-quality brands, novel designs and perfect vehicle matrix, and actively lay out the fields of automobile intelligence and electrification.

　　The penetration rate of new energy vehicles has gradually increased, focusing on core components and battery industry chain. From January to May in 2021, the production and sales of new energy vehicles reached 967,000 and 950,000 respectively, up 2.2 times year-on-year, and the penetration rate of new energy vehicles was 9.4%, which became the core driving force to support the demand and performance growth of passenger car and parts enterprises. In the long run, the policies of "peak carbon dioxide emissions", "carbon neutrality" and "fuel vehicle license restriction" make it clear that new energy vehicles will gradually replace fuel vehicles in the future, and the intelligent networking, automatic driving and quick response of products will inject more advantages into new energy vehicles. In the past, battery life and safety problems have been improved with the improvement of battery and fast charging technology. At present, the cost performance of domestic new energy vehicles is gradually equal to that of fuel vehicles, and the market prospect is broader. It is expected that battery core components with high barriers, such as high nickel anode, cathode and membrane faucet, will gain rapid development opportunities by virtue of scale effect and local advantages.

　　Investment suggestion: the consumption structure of passenger car market is continuously optimized, independent brands are gradually rising, luxury cars continue to lead the market, the penetration rate of new energy vehicles is steadily increasing, and there are many structural investment opportunities to maintain the industry’s "optimistic" rating. Industry stock selection suggestions focus on two main lines: first, the vehicle leader with high-quality brand and high-quality track layout; The second is to focus on new energy vehicles and automobile intelligence, focusing on core components and battery industry chain. Suggested attention: Guangzhou Automobile Group, Great Wall Motor, BYD, (), (), ().

　　Guosen Securities (Hong Kong) Financial Holdings: Embracing the Advantages of Independent Brands.

　　The market share of independent brands continues to rise.

　　According to the data of China Automobile Association, in the first five months of 2021, the market share of self-owned brand passenger cars recorded 41.6%, up 3.2 percentage points from 2020. If we look at the monthly data, the market share of independent brands fell to a multi-year low of 33.5% in June 2020, and then it continued to rise significantly, and the trend of continuous decline in share in recent years was obviously reversed.

　　By analyzing the sales data of specific vehicle manufacturers, we can see that the share of independent brands continues to rise, which is not driven by the high sales of a few car companies, but that most car companies have achieved good performance beyond the industry. For example, the sales growth rate of Great Wall Motor, Changan Automobile, Chery Automobile, BYD and other car companies in the first five months of 2021 far exceeded the industry average.

　　The overall competitiveness of mainstream independent brands has improved significantly.

　　The share of self-owned brand car companies continues to increase. We think one of the main reasons is that the overall competitiveness of mainstream self-owned brands has improved significantly, and this improvement has certain universality. The obvious improvement of competitiveness is first reflected in product competitiveness. In the past, self-owned brand models often attracted consumers through rich configurations and relatively low prices. In recent years, with the overall progress of self-owned brand car companies in vehicle interior and exterior design, dynamic performance, driving quality and other aspects, product competitiveness has been significantly improved. Especially since the second half of last year, Geely, Great Wall and other self-owned brand head car companies have successively launched models whose performance and quality have not lost or even surpassed those of joint venture brands, driving the competitiveness of self-owned brand models to a new level.

　　The promotion of product competitiveness is driven by the continuous improvement of research and development and technical strength. In addition, in the past two years, independent brands have made considerable progress in vehicle planning and design, market positioning, market promotion and other soft power. Some car companies have achieved quite good results in the youth and trend strategy of vehicle design and promotion.

　　Generally speaking, the overall competitiveness of independent brands has improved significantly, which is the result of years of accumulation by car companies. At present, the gap between the product strength of self-owned brand models and joint venture brands is shrinking, and even some models have surpassed it. Moreover, from the aspects of new product launch frequency, iterative speed of vehicle renewal, intelligence, vehicle design route, marketing promotion strategy, etc., some head independent brands have begun to surpass the traditional joint venture brands. We believe that the overall competitiveness of independent brands is expected to continue to improve in the future, thus further promoting the continuous expansion of market share.

　　We believe that in terms of short-term and medium-term sales growth in the industry, the growth rate of passenger car sales in the third quarter may be lower, and it may pick up in the fourth quarter. In the medium and long term, the market share of independent brands will continue to expand or will become a general trend, while the share of mid-end joint venture car companies may be squeezed. In the future, we think it will focus on two aspects: 1. Independent brand advantage car companies; 2. Subdivision of new energy vehicles. Maintain the industry rating of outperforming the market. In terms of specific targets, we suggest focusing on Great Wall Motor, BYD, Geely Automobile and Guangzhou Automobile Group.

＂Nezha＂ was released overseas, and netizens struggled for translation.

　　The movie "Nezha", which has made great strides at the box office, has been released in North America and Australia recently, which has triggered new topics. Netizens are quite worried about how to translate these funny traditional cultural stalks, such as "hurry as a law" and "my life is up to me", in order to convey the original flavor of traditional culture and let foreigners understand it. And launched the "Nezha Speeches Translation Contest" on the Internet. When interviewed by Yangzi Evening News, many translation experts affirmed the talents of netizens. However, the translation of "as urgent as a law" into "fast fast biu biu" is accused of being unreliable — — "It’s interesting to do this, but foreign audiences can’t understand it.

　　"Urgent as a law"?

　　This question has been searched in Weibo.

　　Netizens set off the "Nezha Speaks Translation Contest", which became a hot topic on the Internet. The most discussed is the phrase "as urgent as a law" by the greasy uncle Taiyi in the film. It is said that "the sun and the moon are born together, a thousand spirits are heavy, and the heavens and the earth are boundless, and it is as urgent as a law." This is a spell in Taoist culture in China. How to translate it so that foreigners can understand the meaning? Netizens lamented that there is no hot search in this world. The problem that one person couldn’t figure out originally became a hot search when there were more people who couldn’t think of it.

　　Among them, "fast fast biu biu" is regarded as a serious nonsense: "fast fast" follows the word "hurry" in the original text and translates the "letter" in the three principles of "faithfulness, expressiveness and elegance"; The "biu biu" in the back is even more brilliant, which is the powerful point of using onomatopoeia to express spells and achieve the "da" in "faithfulness, expressiveness and elegance".

　　The answer given by netizens with wide brains is chicken chicken like green zero, which literally translates as "chicken is like green zero". Some people also popularize science, which means that the speed of transmitting orders is as fast as that of laws, and it is best translated as speed is like lvling. Although the meaning of "fast" has been conveyed, it seems that there is a little lack of spell feeling.

　　Stunned by Nezha’s classic lines

　　Netizens laugh at themselves for "exhausting their English skills all their lives"

　　Another example is "My life depends on me", which is translated by some netizens as I am the master of my fate. Some people think that it is not domineering enough. Such a bloody scene, we must stress the sentence and walk! That is me to be the master of me！ Again, such as "although a little baby fat, but also can not hide my compelling handsome", "dragon survival, just between your thoughts" have also triggered discussions.

　　The funny thing is, "Then you go to … … Don’t come back when you go. "How do you translate Shen Gongbao’s tongue-tied lines that cause all kinds of misunderstandings? “If you go… … Gone, never come back "is well received because it also distinguishes the verb tense before and after stuttering."

　　As for Nezha, the first little poet in Chentangguan, doggerel comes with his mouth open, and his sad and lazy voice and expression are too powder-sucking. "I am a little monster, free and easy, killing people without blinking, eating people without salt." "Life is full of tears, and the more you struggle, the more unlucky you are. If you are tired of dying, it is better to sleep in bed. " This rhyming and humorous limerick in Chinese is translated into English, which also inspires netizens to use their life-long English skills.

　　The translation teacher suggested

　　JI-ji-ru-lv-ling can be transliterated directly.

　　In this regard, the translation teacher Zhang Wenqin told the Yangzi Evening News reporter that "fast fast biu biu" is a bit like Chinglish, showing the sense of humor of domestic netizens, but foreigners certainly can’t understand it. In fact, you can also directly use Pinyin to translate spells and promote China culture. Even if foreign audiences can’t understand it so quickly when watching movies, they can understand it by consulting materials.

　　In addition, the method that people in the industry agree with is "transliteration without translation, and foreigners will recite spells in the future." Like Pumbaa and Timon in the movie "The Lion King", the phrase "Hakula matata" that they often say is quite pleasing to the ears of China audiences, isn’t it? Such transliteration is acceptable to young people.

　　David from Russia is a graduate student of Tsinghua University Institute of Humanities, and the champion of the "Chinese Bridge" global Chinese conference for foreigners. He came up with a variety of translation methods, such as literal translation: let my order be carried out immediately. Or directly translated into JI-ji-ru-lv-ling in Pinyin. You can also find similar words in English allusions, such as abrakadabra, which was originally an Arabic spell from Arabian Nights. Later, many languages transliterated the word directly. All spells are rhythmic, rhythmic and often written. For example, the word "Nezha" can also be translated in Pinyin or into Latin.

　　Translation should also stick to the style of cooperation.

　　The movie lines "faithfulness" and "expressiveness" are the most important.

　　Fu Yu, who graduated from the English Department of NTU with a master’s degree and is currently engaged in editing work in a publishing house, thinks that netizens are very talented, which is really a variety of whimsy. "The movie lines are mainly to express clear meaning, mainly to be faithful and expressive, like ‘ Urgent as a law ’ In this way, I think translation is still needed to convey ‘ Quick ’ I think it’s quite good. "

　　Fu Yu said that biu biu can also be used in movie subtitles. It is cute and funny, and the memory is deep, which is also in line with this movie. In fact, translation should also stick to the cooperative style. Generally, if the translation in the book is more elegant, rhymes and literary allusions can be used, and it is good to explain it in the form of notes. Of course, biu biu is quite out of the context of foreigners, and it must be confusing to look at it alone, but it should be understandable if it is combined with movies and sounds.

　　Fu Yu said that Ang Lee’s translation of the title of eat drink man woman and the English name crouching tiger and hidden dragon are relatively direct. At first glance, they don’t seem to convey the meaning of Chinese, but with the rich content of the film, this unfamiliar phrase in the English context is endowed with a unique color of China culture.

　　According to various translation theories in his study, David gave advice, "whether it’s literary works or film and television works, the overall translation style should be taken into account when translating specific words, so there is no 100% answer, so how to translate that sentence?" In his view, engaging in the translation of literary and artistic works is different from doing ordinary translation. Besides understanding the national conditions and languages of other countries, we also need to learn the theory of literary translation. (Yangzi Evening News/Yangyan reporter Zhang Nan)

There is a lack of traffic, and Li Jiaqi flashes bilibili.

Recently, the advertisement card in the live broadcast room of "Fashion Festival" in Li Jiaqi appeared on the homepage of bilibili mobile APP.

After clicking this card, you will jump directly from bilibili to Li Jiaqi Live Room in Taobao, and the "Newcomer Limited Time Subsidy" product will automatically appear at the bottom of the Live Room page. After closing the pop-up window, you will jump out to the page of receiving new guest red envelopes.

Taobao said that at present, many UP owners have brought goods for Taobao through live broadcast, that is, the UP owners broadcast in bilibili, reaching Taobao to place orders with one click.

This is behind bilibili’s "big open loop" strategy in e-commerce business. Under this strategy, bilibili opened a commodity library with the head e-commerce platform through one-click switching and advertising space, and conducted in-depth cooperation in a more targeted manner. After that, bilibili will connect the whole ecology to various e-commerce platforms and brands.

|Commercialization in bilibili began to make money.

There is no gratuitous gift in business. bilibili sells the traffic to Taobao Live, mainly to increase his advertising revenue and continuously strengthen his commercialization ability. Commercialization is the top priority in bilibili in recent years, especially the business income related to e-commerce. The reason for this is the following：

On the one hand, advertising, live broadcast and e-commerce have brought considerable financial returns to bilibili. In 2023, bilibili achieved positive cash flow for the whole year.

The financial report shows that in 2023, the total revenue of bilibili reached 22.53 billion yuan, a year-on-year increase of 3%; Gross profit was 5.4 billion yuan, a year-on-year increase of 41%. From the business sector, advertising and value-added services (mainly live broadcast) are the main driving forces for bilibili’s revenue growth.

Source: bilibili official WeChat WeChat official account

Specifically, in 2023, bilibili’s advertising revenue was 6.41 billion yuan, a year-on-year increase of 27%; Revenue from value-added services (live broadcast and big membership) reached 9.91 billion yuan, up 14% year-on-year.

On the other hand, the core income has been weak before, including games, IP derivatives and other businesses.It can be seen from the financial report that the revenue of several new games was lower than expected, which dragged down the annual revenue growth rate of bilibili in 2023. Bilibili’s game business revenue in 2023 was 4.02 billion yuan, down nearly 5% year-on-year, which exceeded market expectations.

The management of bilibili said that it is confident that the operating profit will turn positive after adjustment in 2024Q3, and it will be profitable. In order to achieve this goal,The "big open loop" strategy of cooperation between bilibili and e-commerce platform has become the key development direction..

The so-called "open-loop" strategy refers to opening bilibili’s content ecology to Pinduoduo, Taobao, JD.COM and other head e-commerce platforms for diversion, and exporting content-based transaction traffic outside the station to replace the closed-loop business path of planting grass and trading in the station.

In the third quarter of 2022, bilibili launched a "big open loop" strategy to direct traffic to e-commerce platforms such as JD.COM and Taobao, so as to make up for the shortcomings in the business chain of e-commerce. Less than a year after the implementation of the "Great Open-loop Strategy", bilibili has opened relevant links with Taobao, JD.COM and Pinduoduo. Among them, by the second quarter of 2023, the cooperation between bilibili and Taobao accounted for 70% of the e-commerce business volume of bilibili Great Open Loop.

According to LatePost, in April 2023, Daishan, president of Taotian Group, led a delegation to visit bilibili to discuss cooperation, and finally decided to increase the amount of advertising in bilibili, more than five times the original amount.

Not only Ali, Pinduoduo and JD.COM are regular customers of bilibili. During the "June 18th Promotion" in 2023, bilibili’s advertising revenue from Ali, JD.COM, Pinduoduo and other e-commerce industries increased by over 200% year-on-year. In addition, some insiders said that Pinduoduo’s ROI in bilibili was at least greater than 5. According to public information, the ROI of some well-known consumer brands can also reach 2-2.5.

Behind the "big-handed" launch of e-commerce platforms such as Ali, Pinduoduo and JD.COM, they took a fancy to the highly sticky young users in bilibili.The data shows that the average age of users in bilibili is about 24 years old, among which the coverage rate of Z+ generation users reaches 65%, and more than half of users live in second-tier cities and above, with a ratio of male to female close to 1: 1.

With the daily average active users stable at the order of 100 million, bilibili has become the mainstream video content platform in China. Its daily average user duration has reached 96.25 minutes.

Source: Dolphin Investment Research

However, regarding the traffic trafficking in bilibili, some insiders said that this is not a long-term behavior. Bilibili, as the content platform of the large-scale open-loop e-commerce at present, can get a share of the e-commerce market quickly under this mode, but it only plays the role of a channel and "hands over" its own traffic. The same is the content platform, and Xiaohongshu is developing in the direction of closed-loop e-commerce.

| bilibili e-commerce is constantly moving

At present, bilibili’s e-commerce is developing in two major directions. One is to cooperate with other e-commerce platforms to open a "big open loop" strategy; The second is to support the UP main live broadcast in the station.

In cooperation with other e-commerce platforms,In 2018, long before the strategy of "big open-loop e-commerce" was put forward, bilibili and Taobao Alliance reached an all-round cooperation. Both parties supported UP owners to establish Taobao Daren accounts. Through personalized recommendation, content operation and other forms, both parties jointly provided traffic support, allowing UP owners to commercialize by directly bringing goods and docking business orders.

In the third quarter of 2022, bilibili officially implemented the strategy of "big open-loop e-commerce", and opened the advertising cooperation in the station for e-commerce advertisers such as Ali, JD.COM and Pinduoduo. Among them, bilibili took the lead in reaching a cooperation with Ali, and started the Spark Program. From the follow-up effect, the proportion of new customers led by the program from bilibili to Taobao stores was 70%.

At the same time, during the double 11 last year, the original "Member Purchase" entrance at the bottom of the mobile phone App in bilibili was temporarily renamed as "double 11", and a new "Tmall double 11" section was added to directly display Tmall products and support clicking and jumping to the Tmall page to purchase, providing users with more convenient consumption scenarios.

Besides Ali, bilibili also cooperates with platforms such as JD.COM and Pinduoduo. In 2024, bilibili will continue to deepen the cooperation of UP owners, and the number of UP owners cooperating with Pinduoduo is expected to increase by more than 100% year-on-year. Because of his generous hand, Pinduoduo was dubbed by netizens as "the gold owner of bilibili *" and "supported half of the UP owners in the station by himself".

In addition to the three mainstream e-commerce platforms, many cutting-edge consumer brands are also increasing their layout in bilibili. For example, in October, 2023, Wujiang mustard tuber launched two new products jointly with bilibili (Wujiang mustard tuber mass-selling package sold online and 70g regular package sold offline), which brought real sales growth. According to the data, in Tmall Wujiang official flagship store, the joint new products were sold for 24 hours, ranking in the top 5 in sales. As of October 24, 2023, the cumulative transaction amount of Tik Tok joint special event exceeded 630,000.

It is worth noting that behind bilibili’s "big open loop" strategy, the road of self-operated e-commerce is impassable. Bilibili has tried to expand the variety of goods supply based on the existing "member purchase" system, but the effect is not good. Li Xi, COO of bilibili, thinks that e-commerce is a large-scale business, and it needs to accumulate transaction-related technologies, while bilibili does not have either for the time being.

On the UP main live broadcast cargo in the support stationNowadays, live broadcast with goods has become a breakthrough in bilibili’s e-commerce business. Bilibili COO Li Xi introduced that in the fourth quarter of the e-commerce peak season in 2023, bilibili had an average of more than 60,000 UP owners participating in the delivery business every day. Among them, during the Double Eleven period, the GMV of omni-channel delivery exceeded 1.6 billion yuan, and the single transaction GMV of female clothing UP parrot pear with live delivery in December exceeded 50 million yuan.

However, there are also UP owners who encounter "Waterloo" on live delivery. For example, in June 2023, the head UP owner "Brother Daxiang is coming" with 5 million fans, after the announcement of live broadcast with goods, caused fans to boycott, and was spit out by fans as "down and out" and "just bad money". After the live broadcast, the powder dropped more than 170,000. At present, "Daxiangge" has stopped the live broadcast of goods.

But bilibili live broadcast has just started, and there is still a long way to go in the future. In addition, it should be noted that bilibili’s choice of "open-loop" e-commerce mode means that it relies heavily on external platforms and it is difficult to form a competitive advantage.

Some insiders have commented that bilibili can’t master the whole process of users from planting grass to trading. At the same time, logistics and after-sales in bilibili also depend on external platforms, which undoubtedly increases the operational risk of brands or businesses.

|Where are the opportunities for businesses?

Li Xi said: "The core competitiveness of bilibili is the platform with the highest density of young people in China. The average age of these young people is 24 years old, and they are all at the age of leaving school and are in the rising range of consumption. Therefore, bilibili is now a necessary platform for brands to establish consumer minds. Whether it is short-term transaction transformation or long-term consumer minds, they will choose bilibili. "

Consistent with Li Xi’s statement,Compared with other e-commerce platforms, bilibili has a high-stickiness, younger user group, which has the characteristics of long time and long video acceptance. In addition, due to the user tonality and strong community atmosphere of the original strategy gathering in bilibili, the UP main ecology is prosperous.

The above-mentioned fan characteristics also determine that the UP main live broadcast has a strong private domain attribute. As mentioned above, it is said that your own delivery is actually a kind of group purchase delivery based on private domain.

It focuses on the decoration of popular science, home and other content, through "it takes 30W to measure the water purifier, and the result is not as good as boiling water?" "What’s the difference between the collection ability of washing and drying?" Wait for a series of videos to gain fans. And he also started live broadcast with goods in line with the commercialization trend in bilibili. During the Double Eleven in 2023, the total amount of omni-channel payment was as high as 1.68 billion, with a year-on-year growth rate of 400%. One person’s record is almost half that of GMV.

"The case of staring has been verified.Consumer-resistant products such as home and digital, combined with bilibili’s relatively long video content,, including the mode of in-depth evaluation, is our advantage of carrying goods. "Li Wei said.

In addition, in recent years, the content influence of living quarters and entertainment areas in bilibili has increased the stickiness of young female users. For example, recently, the fashion category UP main "Parrot Pear" brought 50 million yuan of goods in a single live broadcast, and 90% of the ordering users were women.

It can be seen that bilibili e-commerce has the above advantages in developing business. Now, with the cooperation with Taobao again, the advertising card has jumped into the live broadcast room of Taobao, which means that bilibili has taken a key step and is accelerating its commercialization, which has brought three major impacts.

First, it saves capital investment and increases its own advertising commission income. Last year, the "Member Purchase" entrance at the bottom of the mobile phone APP in double 11 and bilibili was temporarily renamed as "double 11", and a new "Tmall double 11" section was added to display products and support direct jumping. According to statistics, the advertising flow from the head e-commerce platform in double 11 and bilibili increased by over 80% last year.

The second is to undertake the commodity library of the e-commerce platform and access the mature shelves. The cooperation with Taobao Live means that bilibili will fully spread the open-loop e-commerce model, and through this unique mode of bringing goods, bilibili users will continue to refresh their cognition, and finally help the platform to successfully achieve high-conversion delivery.

The third is to promote the platform to create a more mature live broadcast e-commerce ecosystem, further enhance the platform’s own live broadcast and delivery atmosphere, and attract more UP owners to carry out live broadcast and delivery for a long time.

In addition, it should be noted that since bilibili adopts a "big open loop" e-commerce, the essence of which is output traffic, if other e-commerce platforms do not provide good service, it may bring itself back and lead to the loss of users.

Zhuang Shuai, founder of Bailian Consulting, publicly stated that to fundamentally solve the problem, it is necessary to build a supply chain and e-commerce operation system like "closed-loop e-commerce". But … Zhuang Shuai also mentioned that "if the open-loop model has a user scale, it can be done for a long time, and the closed-loop e-commerce needs daily life and cash to support it."

Generally speaking, bilibili is making every effort to develop its e-commerce business, and seriously considering the matter of "just meals", which also brings new opportunities to the e-commerce industry, especially for consumer-resistant products such as home and digital products. However, the e-commerce in bilibili started late, and the form of goods delivery has only taken shape, and the e-commerce mind is still immature, which still needs more exploration.

In addition, because the e-commerce mentality of users has not been cultivated, bilibili needs to balance the development of content and e-commerce in the process of e-commerce.

References:

1. "Bonuses, Difficulties and Possible Solutions of Goods Carried in bilibili". Narrow broadcast.

2. With an annual income of 22.5 billion yuan, bilibili’s boss works hard to bring goods. 21st century business herald

3, "bilibili Struggles to Stand Up". Tiger Sniff

4. How did bilibili become the "advertising department" of Pinduoduo? ".Yuanchuan Institute

Geely xingrui l／xingyue l zhiqing edition officially went on sale for 126,700 yuan.

[Aika Auto Domestic New Car Original]

On December 3rd, Geely’s flagship models, China Star Series, Xingrui L and Xingyue L Intelligent Engine Edition, were officially launched, and both new cars were equipped with China Xingzhi Engine-Oil Mixing System.Xingrui L Zhiqing has pushed three versions, with a price range of 12.67-14.67 million yuan; Xingyue L Zhiqing has launched two versions with a price range of 16.77-17.77 million yuan., and provide Tiangong optional package.

Xingrui l zhiqingbancar make and modelGuide price (ten thousand yuan)Xingyun Edition 12.67 Xinghe Edition 13.67 Tiangong Edition 14.67 Aika Auto Network Watchmaking www.xcar.com.cn Xingyue l zhiqing editioncar make and modelGuide price (ten thousand yuan)Xinghe Edition 16.77 Tiangong Edition 17.77 Aika Auto Network Watchmaking www.xcar.com.cn

From now on, the purchase of Xingyue L Zhiqing can enjoy the free use right of NOA intelligent navigation assistance system for 2 years (free for the first owner); Before December 31, heavy replacement rights and interests will be introduced for Geely’s old users, and the replacement subsidy will be 10,000 yuan; Before 24: 00 on February 9, 2024, you can enjoy the New Year’s red envelope benefit of 3,000 yuan when you buy the models of Xingrui L Zhiqing Edition and Xingyue L Zhiqing Edition.

Xingrui L Zhiqing adopts a brand-new design language, and the front face of the new car is equipped with a waterfall grille to create a more three-dimensional full, exquisite and profound front face shape. The headlights on the left and right sides can realize the functions of water steering, light show, car search, welcome and farewell. The side lines of the car body are smooth and slender, and the rear part adopts a new penetrating taillight with 280 light sources, which makes it light up better. At the same time, Xingrui L Zhiqing has a brand-new exclusive car color "Qingshan Purple". In terms of body size, the length, width and height of the new car are 4825*1880*1469mm and the wheelbase is 2800mm respectively.

The interior design style of the new car is simple and bright, and the brand-new "white+purple contrast color" design style is used. The highlight trim strips in the car are extended to both sides, which extends the visual width of the overall interior, and with double large screens, it creates an experience of combining exquisiteness with a sense of technology. There is an electronic blocking mechanism on the back of the multifunctional steering wheel. These changes make the armrest platform have a larger storage space, and it is also equipped with a mobile phone wireless charging unit.

As a modified model, Xingyue L Zhiqing also adopts the design concept of "Mountain and Sea Universe". The front face is replaced with a new style of front grille, and the interior is decorated with straight waterfall elements, making the overall shape more stable. The side shape of the car body has not changed, but it has been replaced with a new style of wheels, which highlights the texture. The rear of the car uses a penetrating taillight, and the overall shape is very atmospheric. At the same time, Xingyue L also has a brand-new "Haoyue White" body color scheme.

In terms of interior, the Star Yue L Smart Engine continues the design of the existing Star Yue L, and the "Oriental White" cockpit composed of white and gray contrasts has a very warm and elegant interior atmosphere. The super-large screen composed of three large screens is the highlight of the interior, which is amazing. At the same time, the car is equipped with a 25.6-inch AR-HUD augmented reality head-up display system. In addition, the new car is also equipped with L2 intelligent driving assistance system, and NOA intelligent navigation assistance is optional.

In terms of power, both cars are equipped with a 1.5T four-cylinder hybrid engine with a maximum power of 120kW(163 HP) and a peak torque of 255Nm. The engine is matched with a 3-speed DHT gearbox. P1 motor has a maximum power of 60kW and a maximum torque of 180Nm, and is mainly responsible for power generation and start-up; P2 motor has a maximum power of 100kW and a peak torque of 320Nm, and is mainly responsible for driving and kinetic energy recovery. The comprehensive fuel consumption of Xingrui L intelligent engine is 4.22L/100km, and the acceleration of 0-100km/h is 7.5 seconds; The comprehensive fuel consumption of Xingyue L intelligent engine is 4.79L/100km, and the acceleration of 0-100km/h is 7.9 seconds.

Editor’s comment: The launch of Geely Xingrui L Intelligent Engine and Xingyue L Intelligent Engine has realized the joint intelligent engine matrix of Geely’s SUV+ sedan, further consolidating the advantages of Geely Automobile in the fuel vehicle market.

Wonderful content review:

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Are online celebrity products really worth buying？

According to incomplete statistics, there are currently more than 6,000 "online celebrity Live" practitioners in Yiwu, Zhejiang, involving more than 3,000 market operators. The picture shows that in a clothing store in Beixiazhu Village, Yiwu City, anchor online celebrity is broadcasting live. Photo by Gong Xianming (People's Vision)

　　According to incomplete statistics, there are currently more than 6,000 "online celebrity Live" practitioners in Yiwu, Zhejiang, involving more than 3,000 market operators. The picture shows that in a clothing store in Beixiazhu Village, Yiwu City, anchor online celebrity is broadcasting live. Photo by Gong Xianming (People’s Vision)

Screenshot recommended for the homepage of an APP on a grass planting platform in online celebrity.

Guo Dexinzuo (Xinhua News Agency)

　　"All girls!" "Too cheap!" "Grab it! Grab it! Grab it! " On October 21st, just a few hours before the first day of the pre-sale of Tmall double 11, Li Jiaqi, the first brother of lipstick, brought 30 million viewers in the webcast room into the atmosphere of "double 11" shopping spree in advance. That night, Li Jiaqi reached the top of the Taobao live broadcast anchor list, and the sales of 10,000 lipsticks in Zhong Chao were amazing. More brands have sold more than 100 million yuan in 6 minutes in the live broadcast.

　　A similar legend of online celebrity’s goods delivery is staged on the e-commerce live broadcast platform every day. Correspondingly, on various social networking platforms, online celebrity products are recommended in a dazzling array. online celebrity, who has a large number of fans, recommended various online celebrity products to fans through illustrated notes on "planting grass", vivid videos on "planting grass" or live broadcast. Words such as "pro-test is easy to use", "must-buy list" and "online celebrity explosion" have stirred up the consumption desire of social platform users.

　　In August this year, Xiaohongshu APP (mobile phone software) was removed from the shelves of major application malls. The official said that it would start a comprehensive investigation and rectification of the content in the station, conduct in-depth self-examination and self-correction, actively cooperate with relevant departments, and promote the optimization and upgrading of the Internet environment. Xiaohongshu, which has over 200 million users and advocates young lifestyle sharing, has become one of the most representative social platforms of "planting grass with goods". The development of Xiaohongshu is also the epitome of the whole online celebrity market with goods. While online celebrity, with goods, gathers huge traffic and drives huge sales, the uneven online celebrity products gradually expose the industry chaos behind the "sales miracle".

　　influencer marketing

　　Fans of professional online celebrity realized.

　　Who is the top online celebrity that is now all over the network? The answer to this question will be updated every once in a while.

　　In recent 20 years, the development of online celebrity has experienced a rapid iteration from 1.0 era to 4.0 era. Nowadays, online celebrity is gradually becoming a specialized profession, and online celebrity’s management mode has also changed from individual creation to team and enterprise management. Publishing content on social networking platforms, accumulating fans, creating personal brand influence, and realizing the realization of fan traffic through commercial channels have become the way for many first-tier online celebrity to get rich.

　　According to the White Paper on Eco-development of E-commerce in online celebrity in 2019 released by Crowley, in 2018, the number of netizens reached 829 million, and the number of online shopping users reached 610 million. On average, 73 out of every 100 netizens chose online shopping. Since 2015, the proportion of online retail sales of physical goods in the total retail sales of social consumer goods in China has soared from 8.04% to 18.4% in 2018. A huge number of online shopping users, huge online shopping demand and fast-growing online shopping market provide a fertile land for professional online celebrity.

　　Online celebrity, a professional who is eager to realize the flow, is a loyal fan with spending power. "When the golden wind meets the dew," online celebrity brings goods as the times require.

　　In the White Paper on Eco-development of E-commerce in online celebrity in 2019, online celebrity is defined as "online celebrity E-commerce", that is, content producers (network celebrities) with network influence recommend and sell products to users through content or e-commerce platforms. The main bodies of e-commerce in online celebrity include self-media, live anchors, stars, celebrities, shopkeepers, professionals and grassroots celebrities.

　　With the deepening cooperation between e-commerce platform and online social platform, online celebrity’s goods delivery gradually moves towards the category of "social e-commerce". Online celebrity brings goods on social platforms and interacts with fans in e-commerce live broadcast, which is a common way to bring goods in online celebrity at present.

　　According to the "2019 Taobao Live Ecological Development Trend Report" released by Taobao List and Taobao Live, the number of anchors who joined Taobao Live in 2018 increased by 180% year-on-year, and the Taobao Live Platform brought over 100 billion yuan, with a year-on-year growth rate of nearly 400%. There are more than 400 live broadcast rooms with a monthly delivery scale of more than 1 million.

　　"online celebrity’s delivery of goods is essentially a new way of docking supply and demand: consumers and businesses are docked through online celebrity. These online celebrity attract fans to conduct business activities through their own characteristics and high-quality content." Wang Xintian, a lecturer at the Business School of Ningbo University, said in an interview that the essence of online celebrity’s economy is to rely on social platforms to promote, form a loyal fan base by gathering a lot of attention, and derive various consumer markets around online celebrity, and finally form an economic model with a complete industrial chain.

　　According to relevant data, the main influencing factor of 83% young consumers’ purchase decision is the "online celebrity" and "Talent" sharing. On social media, it is normal for stars to bring goods, and fans are more willing to "plant grass" to buy products endorsed or recommended by stars.

　　"The essence of online celebrity’s delivery is still a marketing method, which transforms the gathered fans into actual product consumers through socialization and entertainment." Liao Huaixue, a lawyer of Taihetai Law Firm, analyzed in an interview that in this "consumption transformation" mode, online celebrity with goods, as an assumed consumer, directly uses, explains and displays goods. Compared with the traditional one-way static dissemination of goods information by e-commerce, this mode can interact with consumers and narrow the distance between them. "As a new format of e-commerce development, online celebrity’s delivery of goods enriches consumers’ shopping methods and has great development potential, but at the same time, there are frequent chaos in the industry, and it is urgent to standardize governance."

　　Grey secret

　　There are many routines and chaos.

　　The cat’s claw cup, the double yellow egg ice cream, and the exotic enzyme … … On the social platform of planting grass in online celebrity, you can find rich and detailed notes on "planting grass", whether it is cheap and easy to get daily snacks and good things in life, expensive and professional cosmetics and health products, or various international luxury brands.

　　Online celebrity with goods has become an artificial identification filter for mass products, with personal reputation and word of mouth as the guarantee, recommending various goods worth buying for its fans. However, due to the uneven quality of online celebrity, the different screening mechanisms of e-commerce platforms and social platforms, and the lag in supervision of relevant institutions, there are various problems hidden behind the phenomenon of online celebrity bringing goods.

　　Wei Wei, who works in a state-owned enterprise, is worried about losing weight recently. On a grass planting platform in online celebrity, Wei Wei planted a popular Japanese enzyme. Bloggers in online celebrity recommend this enzyme to decompose fat and sugar well and help to lose weight without affecting diet. After buying it and trying it twice, Wei Wei found that this enzyme is not as "fantastic" as bloggers said.

　　"Let’s not talk about the effect of losing weight. Every time I eat enzymes, I start to feel chest tightness and nausea. This is also the case when I asked some friends around me. " Wei Wei said, "These products are under the banner of being beneficial to health, and many bloggers in online celebrity have personally experienced them. The recommendations seem particularly convincing, and hundreds of comments are basically praised and applauded, which makes people easily believe them. However, the instructions on the product are all in Japanese, and there is no detailed Chinese translation. After we buy it back, the specific method of taking it depends on the blogger’s recommendation notes, which actually has certain security risks. "

　　The quality and safety of products can not be guaranteed, the product promotional pictures are inconsistent, and the data such as praise forwarding on the platform are falsified … … While online celebrity is in full swing, more and more users have discovered the gray "secret" behind the popularity of online celebrity products.

　　Xiao Zhao, a graduate student in Hongkong, has always been a loyal user of online celebrity Grass Planting Platform and Short Video Social Platform. A while ago, after watching the live broadcast of a beauty blogger, she bought a online celebrity neck cream. "The biggest highlight of this neck cream is that it has a push-pull roller, and it feels particularly good to watch the live broadcast. After buying it back, I found that the composition of this neck cream is similar to that of ordinary moisturizer, and the effect is also very general, and the actual utilization rate is not high. " Xiao Zhao said frankly that watching the live broadcast of "planting grass" often leads to impulsive consumption. The live broadcast can show the products very intuitively and concretely, but there are often cases where the live broadcast does not match the real thing.

　　Wang Xintian believes that the chaos in these industries is on the one hand an issue of industry evaluation mechanism. The intensification of industry competition in online celebrity has led to the increasingly obvious drawbacks of the evaluation mechanism on the mainstream online celebrity platform. For example, on some platforms, online celebrity is ranked by likes and sales volume, which leads some companies to "brush data" in order to get higher exposure. On the other hand, it is the problem of supervision mechanism. If "brushing data" can also be regarded as a kind of online marketing behavior, then false advertising is suspected of commercial fraud and needs the intervention of market supervision departments. At present, this aspect needs to be strengthened urgently.

　　Have a scale in mind

　　Governing by law and strengthening identification

　　"It is a comprehensive management process to solve all kinds of problems existing in online celebrity’s goods delivery." Liao Huaixue believes that at present, China’s Advertising Law, Electronic Commerce Law, Anti-unfair Competition Law, Product Quality Law, Food Safety Law and Consumer Rights Protection Law have relatively perfect provisions on legal issues such as false propaganda, data fraud, product quality, food safety and consumer rights protection. In online celebrity, different subjects involved in the behavior of carrying goods should participate in the link of governance according to law.

　　First of all, online celebrity with goods should improve the ability to control the quality of goods, carefully choose cooperative brands, and merchants should standardize the supply chain, work hard on the quality of goods, and ensure after-sales service. Secondly, the short video live broadcast platform should earnestly fulfill its responsibilities, strengthen the audit of live broadcast content, establish a "blacklist" system for online celebrity with goods and sellers, implement a platform ban system for online celebrity and merchants who infringe on consumers’ interests, standardize consumers’ payment methods, and establish and improve the platform order tracking system. The regulatory authorities should strengthen supervision. If online celebrity’s goods-carrying behavior infringes on the interests of consumers, the merchants and the goods-carrying online celebrity should share the responsibility. At the same time, if the short video live broadcast platform fails to fulfill the corresponding regulatory obligations and platform management responsibilities, the live broadcast platform should also bear the corresponding responsibilities.

　　"Everyone has a steelyard in their hearts. I will trust evaluation bloggers who have more fans, more pertinent evaluations, advantages and disadvantages, and choose products from reliable brands. " Xiao Ning, who often browses the evaluation videos of skin care products on the short video platform, has her own experience in identifying online celebrity’s "planting grass". "After watching the video, first brush the comments under the video, then check the ingredients of the products on the special software, choose the products that really suit you, and then go to the e-commerce platform to search and buy." Strengthening the ability to identify products with goods in online celebrity and improving the network literacy of users of e-commerce and social platforms is a self-defense technique for netizens to deal with the problem of goods with goods in online celebrity.

　　From June to November this year, the State Administration of Market Supervision and other eight departments jointly launched the 2019 special action of online market supervision (Network Sword Action) to severely crack down on online sales of counterfeit and shoddy products, unsafe food and counterfeit drugs. From September to December next year, the Supreme People’s Procuratorate, State Administration of Market Supervision and National Medical Products Administration will jointly carry out "Implementing Food and Drug Safety ‘ The four strictest ’ Request "special action, to online celebrity food safety violations. National laws and supervision of relevant departments are "racing" with illegal activities in online celebrity.

　　The authenticity of online celebrity products is being tested by consumers and the market; Online celebrity’s routine of bringing goods is also gradually being found out by users and supervision platforms; Online celebrity’s brand image has become more and more true after the flushing of flow realization. With the improvement of consumers’ discriminating ability, the tightening of platform supervision and the strengthening of law enforcement, online celebrity will eventually return to its original intention: let more high-quality goods meet people who really need them.