分类： spa

　　Perspective of online celebrity’s economic fieldManufacturing marketing myth:

　　You can sell 30 million yuan of clothes and 15 thousand lipsticks in 5 minutes.

　　Shaping the fan economy:

　　The data shows that 76.6% of the "post-95/00" will "plant grass" (under the recommendation of others, they will have a desire to buy a certain commodity) and online celebrity will recommend products.

　　Faced with regulatory issues:

　　In response to related issues, relevant people suggested that in the future, big data technology and information technology should be used to support the law enforcement of online transactions, and a unified supervision system and regulatory agencies for Internet transactions should be established.

　　Earlier this month, 2019 Weibo Super Red Man Festival was held in Chengdu. The gathering of online celebrity, MCN organization (content incubation and management organization) and mainstream platforms in the whole field provides an opportunity for observing online celebrity’s economy. Why did online celebrity bring the goods? Who is being planted with grass? Where is the future of online celebrity’s economy? Over the past few days, Chengdu Business Daily-Red Star journalists have talked with practitioners in various links of online celebrity’s economic industrial chain and observed online celebrity’s economy in the past year.

　　With the help of Tik Tok’s color test, Li Jiaqi, the "lipstick brother" who captured thousands of girls, sold 15,000 lipsticks in five minutes, setting a myth of carrying goods with a turnover of 3.53 million in five and a half hours of live broadcast … … Online celebrity people with their own traffic have become walking "cargo planes". Under their recommendation, one network explosion after another was born.

　　It is not difficult for Zhang Dayi to sell 30 million yuan of clothes in five minutes. Its Taobao shop became the first Taobao shop with sales of "double 11" exceeding 100 million yuan. As a major shareholder, Ruhan Holdings also listed on NASDAQ in April this year, becoming the "first share in online celebrity". Why did online celebrity bring the goods? Who is being planted with grass? What are the feasibility, uncertainty and problems of online celebrity’s economy? How to make it develop more healthily and orderly?

　　On August 31st, last year, Zhang Dayi launched Mickey’s 90th anniversary joint venture with Disney, which sold 220,000 pieces that day and exceeded 30 million in five minutes. Just at the 2019 Weibo Super Red Festival held in Chengdu, Zhang Dayi revealed The Secret Behind.

　　"Nowadays, young people buy goods not only by looking at the product itself, but also by caring about the label meaning behind the product. Presented with rich content and forms, let brands and users find resonance in label preferences. " On August 3, Zhang Dayi, who appeared in Chengdu, mentioned that for the generation born from 1996 to 2010, label preference is one aspect to please this part of users.

　　According to Accenture’s "Global Post-90s Consumer Survey China Insight" report, social media will become the main consumption channel for post-90s consumers in China, and about 70% of the respondents expressed interest in shopping and trading directly through social media. "Social media is just the need of young people. Use social media such as Weibo to empower products, create products with social attributes for users, and make products become social currency." With the fast pace of life and increasingly scarce time, Zhang Dayi believes that users need different experiences more.

　　"Same paragraph, joint name, limited edition … … These keywords can reach the high point of contemporary young people. " Zhang Dazhao told reporters that the expression of selling goods should be straightforward. "In the era of rapid expansion of information, it is difficult for everyone to spend a lot of time speculating on the meaning behind the information. It is very important to say that it is understandable and it is also the basis for online celebrity to communicate with users." Zhang Dayi said that live broadcast is the most efficient form of expression at present, and it is dynamic and two-way. Therefore, starting from 2016, she will launch live broadcast every month to help users "plant grass" and "pull grass", and will also use marketing methods such as lottery coupons to enhance the stickiness and interactivity of fans. Zhang Dayi believes that social media is changing the way goods are sold.

　　Changes in consumption habits

　　Sina Weibo data shows that

　　76.6% "after 95/00" will be "planted with grass"

　　Behind Zhang Dayi’s marketing myth of "selling 30 million yuan in five minutes", Kiki, a 24-year-old native of Chengdu, is there. Kiki is a new media operator. She was an online shopping enthusiast in college. She followed many online celebrity on Weibo, and Zhang Dayi was one of her earliest bloggers. Outside of work, it has become her daily routine to visit Weibo and "buy in buy buy" with online celebrity. Kiki’s current salary is about six or seven thousand yuan per month. In addition to daily expenses, "the rest of the money is almost entirely contributed to online shopping", and the categories include clothing and cosmetics. Kiki told the Chengdu Business Daily-Red Star journalist that online celebrity’s recommendation almost became the only reference factor in her online shopping choice.

　　How much does online celebrity’s economy affect the post-95/00 generation?

　　The relevant person in charge of Sina Weibo provided the reporter with a "2018 Weibo E-commerce Industry Survey Questionnaire". Through a survey of 2,153 samples, it was found that 76.6% of the "post-95/00" will "plant grass" products recommended by online celebrity, and 18.8% of them will choose to buy directly after being recommended by a trusted blogger; 73.7% of the post-90s generation will "plant grass" for products recommended by online celebrity, and 18.9% of them will choose to buy directly after being recommended by trusted bloggers. Another "2019 Global online celebrity Marketing Survey" pointed out that two-thirds of consumers said that as long as online celebrity revealed its relationship with a certain brand, they would believe the product recommendation; 88% of consumers said that they had bought a certain product on the recommendation of online celebrity.

　　According to Wang Jia, COO of Tastemade China, online celebrity’s economy was sought after after after 95/00 because they expressed their demands.

　　“‘ After 95/00 ’ The biggest feature is that the mental structure has just formed, ‘ Self-awakening ’ It is their label. " Wang Jia told Chengdu Business Daily-Red Star News reporter that these people have the impulse to be opinion leaders, and it is thoughtful to try to express their opinions. "The desire to become an opinion leader forces them to pay attention to a lot of content, but this group of people born in the Internet age ‘ New Humans ’ All of them are characterized by fragmentation of information and diversification of choices. "

　　Change of strategic location

　　"Who controls the key nodes of information dissemination?

　　Who will have the opportunity to quickly become popular. "

　　According to the data released by Sina Weibo, in the first quarter of this year, there were 465 million monthly users in Weibo, an increase of 54 million year-on-year and 203 million daily users. As of June this year, the overall scale of Weibo’s head authors has reached 780,000, among which the scale of big V users is nearly 60,000.

　　"In all fields, future opinion leaders (KOL) are the core strength. Like the brand’s continuous rejuvenation, KOL and the brand are all aimed at reducing decision-making costs." Feng Min, CEO of Hangzhou Ruhan Holding Co., Ltd. told reporters that in such an era, the rapid economic development of online celebrity is a necessary and irreversible process. Ruhan Holdings, the "first share in online celebrity", owns top KOLs such as Zhang Dayi and Daikin, and was listed on NASDAQ in April this year.

　　"Only when the aesthetics in a certain field has output to fans and can help fans improve their decision-making ability can they become online celebrity." However, due to the aesthetic diversity of human beings, KOL in more and more subdivided fields has also appeared. Therefore, in Feng Min’s view, whoever controls the key nodes of information dissemination will have the opportunity to quickly become popular in a very short time. "As a KOL or MCN institution, it is even more necessary to improve the efficiency of information transformation. We will choose the most suitable platform for content distribution according to KOL’s own attributes. "

　　"There is no Zhang Dayi after Zhang Dayi. The head KOL, like the head players, is unique and limited. We can guarantee that our system will continuously produce players who are qualified to play professional games, but we cannot guarantee that every KOL is Messi. " Feng Min told reporters that becoming a superstar depends on the right time, the right place and the right people. Nevertheless, "other head players can still provide their own strength for the wonderful presentation of the game." Feng Min said.

　　Three major problems

　　Value-oriented sustainability of consumption experience

　　In recent years, the "planting grass" mode of social e-commerce platform has brought huge traffic and benefits, and many video and blog platforms have followed suit. Previously, the removal of the little red book undoubtedly sounded the alarm for the simple and rude "planting grass" model.

　　Thinking of responsibility

　　Only responsible for promoting, not responsible for after-sales consumer rights. Where to put them?

　　In the view of Sun Quan, a marketing professional, online celebrity’s economy has overcome the alienation and intangible falsehood of exquisite advertisements in traditional e-commerce propaganda, flattened product information, and brought more direct use and experience introduction through the use of people themselves, assuming that they are real people from the same consumer perspective. Online celebrity will also give feedback and answers according to the concerns and needs of fans, and recommend them accurately and strongly. For advertisers, integrating online celebrity and doing a combined marketing is more accurate than traditional propaganda, and it has short cycle, quick effect and can be shipped quickly in large quantities.

　　On the other hand, Sun Quan thinks that the negative impact of online celebrity’s economy can’t be ignored: a large number of online celebrity started from grass roots, and they don’t have a perfect research and real use cycle when they receive advertisements, only responsible for promotion, not after-sales. If the manufacturer is irresponsible and just wants to make a quick cash deal, then once there is a problem with the product, it will bring a bad consumer experience, "consumers will have a hard time saying."

　　Thinking of influence

　　How to curb teenagers’ lack of judgment to show off their wealth and keep up with the joneses?

　　Zhu Wei, deputy director of the Communication Law Center of China University of Political Science and Law, pointed out that "planting grass posts" are essentially advertisements, because they can be realized directly through content drainage. According to the provisions of the Interim Measures for the Administration of Internet Advertising in 2016, media platform operators, advertising information exchange platform operators and media platform members should take technical and management measures to stop illegal advertisements that they know or should know.

　　At the same time, showing off wealth and keeping up with the joneses may have a very negative impact on teenagers. "They lack judgment, are easily biased, and have psychological problems. In serious cases, they will also participate in this comparison through naked loans and other channels ‘ Bubble ’ Medium. " Liu Chengbo, deputy director of the strategy department of the Education Development Research Center of the Ministry of Education, said.

　　He Zhicheng, a lawyer of Shanghai Junlan (Wuxi) Law Firm, suggested that in the future, strong big data technology and information technology should be used to support the law enforcement of online transactions, build a unified national Internet transaction supervision system and supervision institutions, and at the same time promote the autonomy of online platforms, and make up for the lack of legal rules with personalized autonomy rules.

　　Thinking of mode

　　From prosperity to decline, are many marketing really "omnipotent"?

　　In fact, there are quite a few cases of "online celebrity" roller coaster from prosperity to decline. How can online celebrity get rid of the fate of being replaced by the next wave of online celebrity? Shen Guolin, an associate professor at Fudan University’s School of Journalism, believes that if you want to bid farewell to the short "fresh-keeping period" and truly become a "century-old brand", what you need is a real word of mouth and a loyal customer base. In other words, stores should practice their internal skills in "invisible places" instead of making an "embroidered pillow".

　　Qi Xiaozhai, president of the Shanghai Business Economics Association, also said that when consumers choose "online celebrity", what they value is creativity and face value, which is a matter of opinion. However, "online celebrity" should also have a "core", and it will be "cool" sooner or later if it relies too much on external contrast such as marketing.

　　A trend

　　"online celebrity’s economy will gradually return to rationality and return to the commodity itself."

　　Sun Quan said that the rise of online celebrity’s economy stems from the traffic bonus caused by the Internet explosion. With the normalization of Internet commerce, the strengthening of the state’s supervision over the social influence of Internet celebrities, and the consumers’ pursuit of better consumption quality and experience, online celebrity’s economy has entered the second half of the Internet era.

　　"online celebrity’s economic form of bringing goods still has room for continuity, but it will gradually become rational, and the final foothold and the key to promoting the transaction will return to the goods themselves." Sun Quan said.

　　Wang Jia also mentioned that the birth of a large-scale incubator base in online celebrity in recent years marked that "online celebrity economy" has embarked on the fast track of development. However, the rapid development of "online celebrity economy" has also exposed shortcomings in content and product quality. Wang Jia believes that there are indeed some content e-commerce platforms with large traffic and strong carrying capacity, but some consumers have a bad experience. In his view, this is due to the entire e-commerce infrastructure rules, consumer protection system and business quality control system. Not yet fully established. "This is just a process. From a long-term perspective, the platform has recognized these problems and started to introduce various policies to guide merchants to improve product quality and service capabilities." (Chengdu Business Daily-Red Star Journalist Peng Xiangping Comprehensive Xinhua News Agency)

　　Xinhua News Agency, Beijing, May 10 th Question: Is there any place to accommodate the fitness fever suppressed by the epidemic?

　　— — One of the series of national fitness surveys

　　Xinhua news agency reporter

　　After more than three months, Cui Ke, who lives in Beijing, finally played a ball.

　　"I’m exhausted," said Cui Ke, 42. However, speaking of his own assists, I can feel his pride and satisfaction through the phone. "I still prefer outdoor exercise, but I can’t display it at home, and I am always afraid of disturbing my neighbors."

　　The sudden outbreak of COVID-19 has made people retreat from outdoor to indoor. Many people, like Cui Ke, follow the online tutorial to exercise at home every day, but deep down they still miss the comfort and carefree of calling friends and sharing sweat under the sunshine and breeze.

　　With the relief of the epidemic, outdoor fitness facilities that have been cold for a long time are gradually becoming more and more lively, and the contradiction between supply and demand of outdoor fitness facilities that was temporarily covered up by the order of staying at home will reappear. This epidemic situation makes people feel the importance of health, fitness and immunity more and more. Obviously, after the epidemic situation, people will put forward higher requirements for the quantity and quality of fitness places. Before and after the epidemic, Xinhua News Agency reporters conducted in-depth research in Shanghai, Tianjin, Suzhou and other places, and also referred to some foreign experiences in developing mass sports, hoping to promote the better development of national fitness.

　　Epidemic surprise stimulates home fitness fever

　　In the leisure time at home, more and more people put down their mobile phones, take a step and join the army of sweat for health. The 25-year-old Shen Yutao is such a "fitness newcomer" who cultivated exercise habits from scratch after the epidemic.

　　"Before, because of the tight work rhythm, long-term sedentary and irregular diet, I gradually felt that my figure was out of shape, and my physique was gradually declining, which made me easy to get sick," said Shen Yutao, who is engaged in consulting industry.

　　After working at home during the epidemic period, Shen Yutao started his own fitness plan, taking regular exercise with reference to the tutorials on fitness software, and taking a rest every two days.

　　"By persisting in exercise, my physical condition has obviously improved, and persistent completion of the set goals is also an improvement to my personal spiritual level." Shen Yutao said that after the epidemic, he plans to start running and fitness.

　　According to the data provided by the fitness software Keep, during the epidemic, the average duration of user exercise was 36.2 minutes each time, nearly doubling compared with 2019. The cumulative coverage of sports live broadcasts launched by Keep in conjunction with many institutions and fitness experts exceeded 56.5 million.

　　Li Xinyan, general manager of Keep, said that in the short term, there may be large-scale "fresh air" behavior after the epidemic. Everyone has been at home for a long time and wants to go out and move. People’s demand for home sports will decrease, but the demand for outdoor sports will increase. But in the long run, people’s online exercise habits will continue during the epidemic, and regular exercise will be the norm.

　　Zhong Bingshu, president of the Capital Institute of Physical Education, also said that the sudden epidemic has given people a vivid lesson, and the change of health awareness will inevitably bring about an increase in fitness demand. However, he also said that home fitness is a special state that has to be done during the epidemic. On the one hand, the area available for fitness exercise in the home is very limited; On the other hand, participating in fitness activities is also one of the important means of interpersonal communication, which cannot be achieved by home exercise. Therefore, outdoor fitness and gym fitness will remain the mainstream after the epidemic, and home exercise can only be a supplement to people’s fitness methods.

　　Docking the "last mile"

　　Being at home is a special state during the epidemic. It is also in this special environment that office workers like Shen Yutao get regular fitness conditions. After the epidemic is over, people’s life rhythm will become faster again, and their free time will be reduced. The adherence to fitness habits needs to be supported by convenient venues and facilities.

　　At the end of 2019, Xinhua News Agency reporters found in various places that many cities are making use of various "Jinjiao Silver Borders" in the core areas of cities to build fitness facilities, connecting the "last mile" of fitness venues and providing convenience for people’s fitness. This is also emphasized and advocated by many documents of the State Council.

　　Suzhou Shishan Hengtang Street Recreation and Sports Badminton Center, which has 14 badminton courts and 5 table tennis courts, was converted from a former factory building. The center is located in the core area of Suzhou High-tech Zone, but the street clearly defines the service purpose of "giving priority to public welfare" to benefit the people. From 7: 00 to 9: 00 in the morning, it is open at the low price of 5 yuan per person, and the opening price at other time periods is also lower than the market price. The street also holds regular table tennis and badminton events based on the venue to increase the sense of participation and gain of the fitness crowd.

　　"After the factory is recovered, it will become idle assets. What we have to do is to integrate idle assets and solve the problem of where people go to exercise." Liu Lan, stationmaster of Hengtang Street Cultural and Sports Station in Shishan, said, "The operation effect is still very good. People in the basic nearby areas will come here, and the venue is often full."

　　Despite the cold winter, Qujiang Park in Tianjin is still very lively. The ball field is full of fitness people, and the fitness equipment room is also full of laughter.

　　Qujiang Park was originally an ordinary city park, but after the transformation in 2018, except for squares, green spaces and trails, all kinds of fitness venues and equipment in the park are already full. According to Lou Yueguang, deputy director of the Sports Bureau of Hexi District, Tianjin, it is difficult to build a fitness center in the community because there are many old residential areas nearby, so transforming the park is the most feasible scheme. When the government invested in the renovation, various sports venues and facilities were added to meet the diverse fitness needs of the surrounding residents.

　　Under the viaduct along Fuxing River in Hexi District, the cage basketball court between piers has become a small world for basketball lovers. The basketball court covers a small area, but it is a perfect use of space, which does not hinder traffic and can shelter from rain and snow.

　　According to Wang Bing, president of Hebei Yonghuai National Fitness and National Health Development Research Institute, the fitness venues around these people are the best embodiment of the people-centered concept of national fitness work. Wang Bing believes that the construction of fitness facilities should pay attention to demand investigation, and the concept should be changed from "what I want to provide" to "what the people need" according to the principle of "according to the need, time and place".

　　Create a fitness online celebrity according to local conditions

　　By the Huangpu River, the morning light outlines the city’s skyline. On the riverside trail, in addition to tourists who take pictures, there are runners who try to adjust their breathing. Seizing the opportunity of Shanghai to promote the cross-strait connection of Huangpu River and the transformation of riverside coastline, Shanghai Sports Bureau took the lead in transforming the abandoned factory buildings in Yangpu District into public sports centers. Fitness trails, basketball courts and skateboarding venues & HELIP; … More than 20 sports venues scattered along the river have revitalized the once ruined industrial remains.

　　There are light stadiums that can be scanned at any time, fitness stations that provide free direct drinking water and change clothes and storage functions, rest areas equipped with defibrillators and professional emergency personnel, and artistic spaces and landmark landscapes for the transformation of industrial remains. The river breeze blows gently, the lights flash, history and fashion meet, and the fitness venue blends with the scenic spots in online celebrity. In the words of Zhao Guangsheng, deputy director of Shanghai Sports Bureau, "the industrial rust belt of the past has become the life show belt of today".

　　Also welcoming the "gorgeous turn" is the old railway around the city in Tianjin. The abandoned railway section in Hexi District has been transformed into a greenway park, and the original rail line has been transformed into a fitness trail nearly 5 kilometers long.

　　"There was no place to go (exercise) when there was no trail. Now I come here two or three times a day, once in the morning and once in the afternoon in winter, and I also go out for a walk in the summer evening, "said Uncle Cui, who lives in a nearby neighborhood. Because it is next to a residential area, people come and go on the trail, which is very lively.

　　Greenway Park retains the theme style of the railway, and the landscape design of platforms, bus stops and tracks makes people vaguely feel the elegance of the railway around the city in the past, which makes this fitness center reflect some cultural and historical details. Fitness venues and recreational facilities suitable for people of different ages have turned this once freight artery into a new urban landscape that gathers popularity.

　　Wang Hong, deputy secretary of the Party Group of Tianjin Sports Bureau, said that the transformation of the ring railway in other areas of Tianjin will continue in the future, and the ultimate goal is to build a fitness greenway circle integrating fitness, leisure and sightseeing functions on the basis of the old railway, making it a "city necklace" of Tianjin.

　　Suzhou’s fitness trail around the ancient city river is 16 kilometers long, which is an important part of China’s Grand Canal cultural belt, a world cultural heritage, and also a livelihood project for citizens to relax and exercise and tourists to experience Soviet-style life.

　　Along the trail, a physical fitness test and exercise guidance station, a fitness Little Square and a fitness path are set up, so that people born by the water can move according to the water and enjoy being near the water. On the sports culture billboards erected at intervals, you can hear Wu Nong’s nursery rhymes with the theme of sports games as long as you scan the code on your mobile phone, so that pedestrians can appreciate the Millennium culture of Wudi.

　　For a long time, the construction of fitness venues in China has lagged behind. Inadequate venue facilities and unreasonable distribution have become a short board that restricts the development of national fitness. However, the practices in Shanghai, Tianjin and Suzhou show that grounded and popular fitness venues can not only be integrated into the blueprint of urban development, but also become a bright color to highlight the cultural features of the city, so that people can enjoy it and make the city beautiful. (Note writers Wang Meng and Wu Junkuan, participating reporters: Xu Jiren, Zhu Yi, Wang Hengzhi, Zhang Zewei, Wang Haoyu, Niu Mengtong, Lin Deren, Zhang Wei and Wang Jiyu)

　　Cctv news(News broadcast): The OCA and the Hangzhou Asian Organizing Committee held a press conference this afternoon (September 24th) to introduce the overall operation of the tournament since the start of the competition. At present, the events are running smoothly, and the guarantees for catering, transportation and medical care are in place. As the core and hub of the operation command system of the Hangzhou Asian Games, the General Command of the Hangzhou Asian Games is responsible for the comprehensive, efficient and unified command and scheduling of the Hangzhou Asian Games. With the help of intelligent IOT, VR panoramic technology and other technologies, the comprehensive command platform of the General Command of the Games can achieve second-level rapid scheduling and provide important command and scheduling guarantee for the operation of the Games.

　　On March 27th, the press conference of the 19th "Gujinggong Cup" National Press Tennis Competition was held in Beijing News Building. This "Grand Slam" competition for the press will be held in Hefei and Bozhou from May 23rd to 28th. At that time, nearly 30 teams from the national news media will participate in the competition.

　　In 1996, Wan Boao, then vice chairman of China Sports Journalists Association and president and editor-in-chief of China Sports Magazine, and Jiang Ping, editor-in-chief of Zhejiang Daily initiated and successfully held the first national press tennis tournament. Now this competition has developed into the most influential traditional sports event in the national press. Competition has become a festival for tennis fans in the press to meet friends, learn skills and exchange experiences, and it has become a traditional activity that they will want to participate in every year.

　　Wan Boao, director of the organizing Committee of this competition, put forward three hopes for this competition at the press conference on the same day: First, I hope that the Association of Journalists, the Association of Internet, society and enterprises will continue to support and make the competition continue; Second, I hope that the organizing Committee will provide good services and enhance the brand image; Third, I hope that the players can play their performance and style, strengthen their physique and do a better job in journalism. He also thanked Anhui Gujing Distillery Co., Ltd. for its strong support to this competition.

　　Yan Lijun, executive deputy general manager of Anhui Gujing Distillery Co., Ltd., attended the conference on behalf of the organizer. He said that as one of the eight famous wines in China, Gujing Distillery has been adhering to the mission of "contributing fine wine and enjoying life", and has been actively supporting the national fitness campaign, and providing good products and services to let consumers enjoy life. At present, Gujing Group is one of the top 500 manufacturing enterprises in China, and Gujing Distillery Vintage Protoplasm is a strategic product of the enterprise. Gujing people are adhering to the "three-product project" of seeking truth from quality, seeking goodness from conduct and seeking beauty from brand, and creating a new "digital, international and legal" Gujing by upgrading quality and efficiency through "new quality productivity" such as intelligent manufacturing and green brewing.

　　There are five events in this competition: men’s singles, women’s doubles and men’s youth doubles, middle-aged doubles and veteran doubles.

　　Yang Shuan, former deputy director of the State Sports General Administration and vice chairman of the All-China Sports Federation, and Yin Lujun, secretary of the Secretariat of the All-China Journalists Association, attended the conference.　

　　The organizers of this tournament are the All-China Journalists Association and China Tennis Association. The organizers are the Domestic Department of the All-China Journalists Association, the National Press Tennis Association and the Anhui Tennis Association. The supporting unit is Anhui Gujing Distillery Co., Ltd., the organizer is Beijing Xinxing Huanya Culture Communication Co., Ltd. and Anhui Xicen Culture Media Co., Ltd., and the co-organizer is Anhui Senior Sports Association.

Fengxili nuclear test site

　　After North Korea announced a "major" test last weekend, American commercial satellites recently found signs of restarting the Fengxili nuclear test site abandoned by North Korea last year.

　　South Korea’s "Central Daily News" quoted the US North Korea website "38 North" as saying on December 11 that "traces of cars and people passing by were found at the Fengxili nuclear test site", saying that "the tunnel area closed by the nuclear test site has not been observed before, but in the photos taken between November 18 and December 7, you can see traces of cars passing by and footprints of people on the snowy road".

　　38North said, "It is still impossible to judge the significance of these activities, but at least it can show that North Korea may have left some personnel at the nuclear test base as it did in March this year." The media also said in March this year that "some slight footprints were found around the closed tunnel area, but no reconstruction trend was found at the scene". However, only footprints were found in March this year, but now there are traces of cars passing by. The situation is slightly different.

　　The Central Daily News reported that from these slight signs, it is still impossible to judge that North Korea is restarting its nuclear test base. However, the South Korean authorities believe that North Korea can complete the restoration of the nuclear test site within weeks or months.

　　In April 2018, North Korea decided that it would suspend its nuclear test and intercontinental ballistic missile launch test from April 21 of the same year, and it would abandon the Fengxili nuclear test site in northern North Korea.

　　On May 24, last year, North Korea blasted several tunnels in the test site and dismantled related facilities, officially announcing the abandonment of the nuclear test site. According to Xinhua News Agency, an international press group composed of 10 overseas media reporters from China, Russia, the United States, Britain and South Korea covered the demolition activities at the scene.

　　However, since the breakdown of the "Golden Specialist Meeting" in Hanoi in February this year, the denuclearization negotiations between the DPRK and the United States have reached a deadlock. In April this year, Kim Jong-un, the top leader of North Korea, limited himself to the end of the year and asked the US to come up with a new constructive plan in line with the interests of both sides. Otherwise, North Korea will take a new path.

　　On December 8, North Korea announced that it had successfully conducted an "extremely significant test" at the Xihai satellite launch site. North Korea did not disclose the specific content of the test, but it is speculated that it may involve intercontinental missile engine technology. The outside world is worried that North Korea may restart intercontinental missile tests and other activities at the end of the year. (Reporter Nan Boyi)

　Author: Hu Jianli

The film "Hot Search" tells the story behind a "girl’s bullying on campus" incident. By launching an online public opinion war, the heroine finally reveals the criminal truth of the real abuser, which not only has ups and downs and many reversals, but also reveals how online public opinion is incited and used.

In the current complex network public opinion environment in China, the release of this film is just the right time, which well reflects the presence and timeliness of film and television works, has a strong social practical significance, and has a warning effect on the majority of netizens. It is a realistic genre film with novel ideas and thought-provoking.

In 2013, Xin Yukun, a 29-year-old young director, won the Best Director Award at the 8th FIRST Youth Film Festival and the Best New Director nomination at the 51st Taiwan Film Golden Horse Award for his blockbuster suspense film Heart Maze. In 2017, the crime suspense film "Burst Silent" directed by him also enjoyed a good reputation, with 8.2 points for Douban and 54.25 million yuan at the box office.

In the above two films, Xin Yukun showed his exquisite multi-line circuitous narrative ability and unique cold realistic image style. Hot Search is the third cinema film directed by him independently, which also has suspense and criminal elements. The difference is that the story takes place in contemporary China metropolis, focusing on hot social topics such as online public opinion, online violence and sexual assault, which is more likely to resonate with young audiences.

This time, Xin Yukun took the initiative to change the theme and background of the story, and adopted a typological narrative technique that was more in line with the aesthetics of ordinary audiences. He told a story that was not very complicated, which was exciting and full of twists and turns, and was quite ornamental and topical, showing his strong narrative ability as always.Compared with the previous two works, Hot Search is a mature commercial film, but the background color of sharp observation of social reality and concern for vulnerable groups has not changed.

At the beginning of the film, Chen Miao, the editor-in-chief of the media played by Zhou Dongyu, published an explosive article on "Girls’ Campus Bullying" on the large-scale operated by his team, and also talked proudly about the skills of inciting online public opinion at the pre-editing meeting: "If netizens want to scold Zhang Xiaosui, we will provide scolding points". Unexpectedly, the girl Zhang Xiaosui committed suicide by jumping off a building after encountering cyber violence. Before jumping off the building, she sent a letter to Chen Miao to explain the hidden feelings. Chen Miaocai knew that she had been accidentally used as a gun. Although she had a desire for traffic and an ambition to become bigger and stronger from the media, she was a media person with conscience at heart. In order to make amends and get justice for Zhang Xiaosui, with the help of her colleagues, she burned her bridges and launched a just online public opinion war with Justin.

The framework of the whole story is not complicated, but the advantages are full and vivid details, exquisite narrative techniques, foreshadowing from time to time, and even sharp contrast between the hero and heroine, leaving some suspense until the last moment. Although it is not difficult to guess, because the focus of this film is not to create a suspense atmosphere, it enhances the drama and appreciation of the film.

Through the superb typological narrative skills presented in Hot Search, Xin Yukun once again proved himself to be a master narrator among the new generation directors in China, who can not only tell complex stories clearly, but also tell simple stories twists and turns.

Although Hot Search is a commercial film, it has a sharp observation and vivid description of the current chaos of online public opinion in China, showing reflection on online violence, criticism of those who are rich and heartless, and sympathy for the vulnerable groups.

In recent years, some plots in TV series, such as The Beginning and Imperfect Victims, have expressed and reflected on the phenomenon of cyber violence. However, on the big screen, except for a film "Search" directed by Chen Kaige in 2012, few works with this theme have met the audience. "Hot Search" can be called the most complete, complete and profound domestic film that shows the chaos of network public opinion and the phenomenon of network violence so far, and it has great social practical significance.

The film describes in detail the whole process of Chen Miao’s self-media and the investors behind it inciting and using online public opinion, and shows the audience the complete processing process of "hot search" one after another, which has a certain behind-the-scenes nature.

In the film, as an influential editor-in-chief from the media, Chen Miao’s mantra when she first appeared was "There are hot spots that cannot be ignored". In order to attract fans’ attention and reading, and win investors to increase investment, she broke the news about the video with ulterior motives, deliberately incited speculation without investigation and verification, and concocted the topic of "girl bullying on campus" into a hot search, which triggered cyber violence against Zhang Xiaosui, a girl who was pushed by netizens. Unexpectedly, as Zhang Xiaosui committed suicide by jumping off a building, online public opinion reversed, and netizens began to accuse Chen Miao of eating "human blood steamed bread" from the media. Chen Miao had a brainwave and quickly came up with a new trick: throwing a pot at a swearing netizen, interviewing Zhang Xiaosui’s mother, and using the video of the other side’s tears, not only earned another wave of traffic, but also successfully washed himself.

The wolf has a winning game when the shepherds quarrel. Chen Miao’s self-media farewell concoction of hot search and harvest traffic is just a pawn of the boss of the investor behind it, and Chen Miao is still complacent when he is shot by others. Subsequently, Chen Miao launched an online public opinion war with the other party to uncover the truth. The two sides constantly broke the news, and the public opinion reversed several times. Justice was once forced to the rescue …

The online public opinion war described in Hot Search not only makes the audience who are not familiar with online hype look thrilling, but also makes everyone alert: sometimes the so-called facts you see online are not necessarily the facts, and the so-called truth you see is not necessarily the truth. Each of us should maintain the ability of independent thinking, be objective and rational when speaking online, and don’t become an accomplice of cyber violence.

One of the most heartbreaking news in the first half of this year was that a primary school student in Hubei was knocked down by a car and killed. In the process of seeking advice from the school, his mother was attacked and insulted by some netizens because of her good image and elegant dress. In the end, the distraught and unbearable mother committed suicide by jumping off a building at the first seven hours of her child.

How to make the cyber violence that Hubei’s mother encountered before her death not happen again? How to make the cyber violence that Zhang Xiaosui encountered in the film not repeat itself? The film "Hot Search" has played a very good role in alerting the majority of netizens. I hope everyone can learn from it, consciously oppose cyber violence and jointly create a clean and tidy network public opinion environment.

(The writer is Secretary-General of China Film Critics Association and Secretary-General of New Media Committee of China Literary Critics Association.)

At 0: 00 a.m. Beijing time on November 3rd, after the China women’s football team was confirmed to miss the Paris Olympic Games, Beijing Youth Daily reported on it. They said that Song Kai, president of the China Football Association, watched the live broadcast of the women’s football match between China and South, and had a very clear understanding of the current problems and difficulties faced by the women’s football team in China. Such reports also caused great controversy and discussion.

"Song Kai watched the live broadcast of the women’s football match between China and South Korea," wrote Beijing Youth Daily. Prior to this, he also went to the scene to watch the first round of China-DPRK women’s football match in the Olympic preliminaries at this stage.

The new head of China Women’s Football Association has a very clear understanding of the current problems and difficulties. China Football Association will also join hands with representatives from all aspects of women’s football field to conduct in-depth research and communication to discuss the future of women’s football in China. "

From the report of Beijing Youth Daily, we can see that Song Kai had a clear understanding of the team’s problems by watching the women’s football match in China. Although the media did not disclose more information, their report not only made China football a joke, but also attracted a lot of fans’ condemnation.

A goal said, "You can have a clear understanding after watching a game, Niu, don’t you talk nonsense?" Some fans also said: "These reporters have a profound knowledge of writing, and they understand it all the time. He knows it is useless. How can it help?" Onlookers said they were looking forward to it. "

Of course, some fans said: "Football professionals have not understood the whole thing for decades. He knows everything after watching a game. This is not a genius." "The somebody else’s head coach all dare not say understand, see a didn’t even see the complete game to understand? Who believes this? "

　　China Weather Network News "Colorful flowers and thousands of trees, colorful night sky", the annual Lantern Festival is coming, the second day of this year’s beginning of spring solar term is the Lantern Festival, and the two festivals are closely linked, which can be described as double happiness. Going out to enjoy lanterns on Lantern Festival is a traditional folk activity in China. What’s the weather like around the Lantern Festival this year? China Weather Network specially launched the Lantern Festival Lantern Festival index map, to see where there will be lanterns this year, and where to enjoy the snow and light the lanterns.

　　Most of the weather in the north is sunny, and the moon is accompanied by lights. In the south, it rains and lights.

　　Lantern Festival is also called Lantern Festival in ancient times. On this day, every household hangs lanterns or goes out to enjoy them. The city is decorated with lanterns and the night is like day, which sets off the lively and festive atmosphere to the extreme.

　　According to Zhang Juan, a meteorologist of China Weather Network, this year’s Lantern Festival (February 5), the weather in most parts of northern China is beautiful, mostly sunny or cloudy, such as Harbin, Beijing, Tianjin, Shijiazhuang, Taiyuan, Xi’ an, etc. It is sunny on this day, so it is suitable to go out and enjoy the lanterns and feel the beauty of the bright moon with lanterns. Shenyang, Changchun, Jinan, Zhengzhou and other places have more clouds in the sky, and the "clouds with lights" are more poetic.

　　"On August 15th, Yun Zheyue, it snows and lights up on the 15th day of the first month" is a popular proverb in China. Snowfall at midnight snack this year is relatively small, and only snowflakes may appear in northern Xinjiang and southeastern Tibet, so the romantic friends who can feel the snow with lanterns this year can be said to be very lucky.

　　In the south, this year’s Lantern Festival is another scene. It is estimated that except Yunnan and Hainan, which are favored by the sunshine all the year round, most southern areas such as Guizhou, Hunan, Hubei, Anhui, Zhejiang, Jiangxi, Fujian, Guangdong and Guangxi will be rainy, with some areas in Guangxi, Guangdong and Jiangxi having strong rainfall and local or current heavy rain. Friends in the above areas need to carry rain gear with them when going out to enjoy the lanterns, and be careful of slippery roads. If the rain is too strong, it is also a good choice to stay at home and enjoy the lanterns with relatives.

　　The North-South Lantern Festival is full of excitement, and the equipment for enjoying lanterns is different.

　　Sichuan Zigong Lantern Festival scene. (photo/Zhu Xi)

　　Lantern Festival Lantern Festival has been preserved as a traditional folk activity in China, and the annual Lantern Festival in all parts of the country has its own characteristics, such as Beijing Longqingxia Ice Lantern Festival, Shanghai Yuyuan Lantern Festival, Sichuan Zigong International Dinosaur Lantern Festival, Guangzhou Cultural Park Lantern Festival, etc. It has a long history and many tourists come here every year. In some cities that used to be ancient capitals, such as Xi ‘an and Nanjing, in recent years, the Lantern Festival has been combined with the culture of ancient capitals, so that tourists who are in the sea of colorful lights and Hanfu can "cross" in a second and dream back to Chang ‘an and Jinling.

　　According to the forecast, there may be rain on the Lantern Festival in Shanghai, Zhejiang, Jiangsu and Guangdong this year, and the feeling of wet and cold is also obvious. The public who plan to visit these lantern festivals should pay attention to carrying rain gear and adding clothes to keep warm. Although the weather in Beijing, Shandong, Shaanxi and other places is mainly sunny or cloudy, the temperature at night is low and the chill is online. When you go out to enjoy the lights, you can choose a thick down jacket and wear a scarf and hat to keep warm. People are crowded during the Lantern Festival, and cold viruses are easy to cross-infect. Everyone should wear masks and do a good job in health protection.

　　The custom of Lantern Festival celebrates reunion and family fun together.

　　In fact, besides enjoying lanterns, there are many other traditional customs and folk activities in China, such as eating Lantern Festival, solve riddles on the lanterns Lantern Festival and Youlong Lantern Festival, and each custom also represents a different beautiful meaning.

　　1. Eat Yuanxiao/Tangyuan

　　The north "rolls" Yuanxiao, and the south "wraps" glutinous rice balls. Although the food is different, the beautiful implication is the same: good luck and happy reunion. For China people, it is a very happy thing to be able to sit around and eat the round Lantern Festival and pray for a better life together during the Lantern Festival. For some wanderers in a foreign land and overseas, eating a bowl of Yuanxiao or glutinous rice balls on the Lantern Festival also expresses their yearning for their hometown.

　　2. solve riddles on the lanterns

　　Solve riddles on the lanterns, also known as playing riddles, is a popular Lantern Festival activity since ancient times. On the fifteenth day of the first lunar month, people hang lanterns, so some people write riddles on paper and stick them on colorful lanterns for passers-by to guess. Because riddles can enlighten wisdom and cater to the festive atmosphere, so many people responded, and later solve riddles on the lanterns gradually became an indispensable traditional program of the Lantern Festival.

　　3. Youlong lamp

　　In Sichuan, Fujian, Zhejiang and other places in China, Youlong lanterns are also an important way to celebrate the Lantern Festival. In many places, there is a custom that "the fire dragon goes around the countryside and the people make Lantern Festival". Everyone expresses the significance of exorcising evil spirits, eliminating plague and praying for a bumper harvest by dancing dragon lanterns. Large dragon lanterns with bright colors walk through the streets with the sound of gongs and drums, which is very festive and bright.

　　4. Walking on stilts

　　The homonym of "stilts" is "look up". Performing and celebrating on stilts on the Lantern Festival means that in the new year, people should be far-sighted and make plans for the whole year in advance. At the same time, when walking on stilts, because you step on a high wooden pole, your body will also rise, so walking on stilts also means rising step by step.

　　According to the Beijing Planetarium, there will be the smallest full moon this year in the early morning of the 16th day of the first lunar month, which is somewhat special. It is not only the first full moon in the year of Guimao Rabbit, but also the smallest full moon in 2023. Friends who are interested in "looking forward" to the moon can watch and shoot about two hours after the Lantern Festival.

　　The Lantern Festival is coming, I wish you all the best to enjoy the lights and the moon, and the full moon will be a reunion. (Text/Ma Heiyang Data Support/Zhang Juan Design/Ren Chengying)