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Notice of the Office of the Leading Group for the Construction of ＂Two Districts＂ in Changping District of Beijing Municipality on Printing and Distributing the Work Plan for the Construction of ＂Two

No.1 [2020] of Chang District Office

All relevant units:

　　In order to implement the work arrangements of the municipal party committee and the municipal government on the construction of the China (Beijing) Pilot Free Trade Zone and the comprehensive demonstration zone for the expansion and opening up of the national service industry (hereinafter referred to as the "two zones"), and to build the "two zones" with high standards and high quality, Changping District has formulated the "Work Plan for the Construction of the" two zones "in Changping District, which are hereby printed and distributed to you. Please implement it carefully.

Beijing Changping District "Two Areas" Construction Work Leading Team Office　　　　

December 31, 2020　　

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Work Plan for the Construction of "Two Districts" in Changping District

　　In order to implement the work arrangements of the municipal party committee and the municipal government on the construction of the China (Beijing) Pilot Free Trade Zone and the comprehensive demonstration zone for the expansion and opening up of the national service industry (hereinafter referred to as the "two zones"), and to build the "two zones" with high standards and high quality, this scheme is formulated.

　　I. Construction objectives

　　Coordinate the construction of the two districts, adhere to the combination of expanding opening up and deepening reform, cultivating industries and institutional innovation, implementing major national strategies and highlighting Changping’s characteristics. Focusing on the overall goal of building Changping District into the main position of global life and health innovation and empowering scientific and technological innovation to build a free trade zone, we will work together according to the "industry+park" model to promote the leap-forward development of the two leading industries of medical health and advanced energy. The "Life Valley" in the western part of the future Science City will be the main position of the Pilot Free Trade Zone, and the "Energy Valley" in the eastern part of the future Science City, Shahe Higher Education Park and Zhongguancun Changping Park will be the main windows for the construction of a comprehensive demonstration zone for expanding and opening up the service industry in Changping. After about three years of open reform, we will explore the opening pattern of service industry with active innovation subjects, distinctive industrial characteristics and demonstration parks, and form the development pattern of Pilot Free Trade Zone with high-end elements gathering, active institutional innovation and strong radiation drive. Through the joint innovation of "two zones", we will focus on policy landing and project landing, create a world-class business environment, and realize the high-level opening of Changping industry and high-quality economic development.

　　Market entities register about 15,000 new companies every year; The actual utilization of foreign capital quadrupled in three years; No less than 100 major projects have been added in three years.

　　Second, the general idea

　　(1) Building a new pattern of all-round opening-up and development

　　Firmly grasp the four core tasks of "park opening, industrial development, system innovation and project support" in the construction of the two districts, rely on the future science city, focus on Life Valley, Energy Valley, Shahe Higher Education Park and Zhongguancun Changping Park, and promote the two leading industries of medical health and advanced energy, as well as industries such as intelligent manufacturing, next-generation information technology and science and technology service industry to upgrade their capacity; Institutional breakthroughs have been made in six aspects: creating a first-class dual-innovation environment, focusing on the development of characteristic industries, optimizing the talent service system, promoting the liberalization of investment and trade, deepening financial openness and innovation, and accelerating the transformation of government functions; Plan and attract projects at a higher level, make every effort to promote a number of breakthrough and driving demonstration projects to land, complete and put into production on schedule, and strive to create a number of "two districts" open models.

　　(2) Refine the work promotion plan.

　　Focusing on the task requirements of "Two Zones" and the development needs of enterprises, the Work Plan for the Construction of "Two Zones" in Changping District, the Composition Plan of the Leading Group for the Construction of China (Beijing) Pilot Free Trade Zone in Changping District (National Service Industry Expanding and Opening Comprehensive Demonstration Zone) and the Implementation Plan of Changping Group in China (Beijing) Pilot Free Trade Zone will be issued before the end of December 2020, and the list of policies and space resources will be sorted out.

　　Third, the task measures

　　Firmly grasp the two major opportunities of the national major scientific infrastructure and the construction of the "two regions", focus on the guidance of the park and policy breakthroughs, promote industrial development with policy innovation, and support the construction of the "two regions" with demonstration parks.

　　(1) Leading the construction of "two districts" with the high-quality development of the park.

　　1. Valley of Life

　　Cooperate to grasp the major historical opportunities such as the construction of Beijing’s "two districts" and the landing of major national science and technology projects. Around the medical and health industry, through deepening the reform of institutional mechanisms, market-oriented specialized industrial operations, and strong government organizational support, we will achieve three new breakthroughs in scientific and technological innovation capability, open development level and industrial development quality, build an open, international and high-end innovation ecology with market vitality, and promote the landing of a number of major projects with international competitiveness. We will build a source of original innovation in the field of life sciences, a gathering place of high-end innovation resources in the world, and a new highland for the development of high-tech industries in the capital, and accelerate the construction into a "life valley" with the world’s leading level.

　　2. Energy Valley

　　Focusing on achieving the strategic goal of "peak carbon dioxide emissions in 2030/Carbon Neutralization in 2060", and taking the historical opportunity of "four revolutions and one cooperation" in energy reform, we will promote "Energy Valley" to become the "leader" in green and low-carbon transformation and development, and become the main position for technological innovation to support the first regional "peak carbon dioxide emissions". Construct the main bearing area of advanced energy industry, improve the working mechanism of central-local cooperation and central-school cooperation, create a multi-subject collaborative innovation ecology, focus on breaking through strategic, key and subversive technologies in the field of energy segmentation, focus on the "Belt and Road" cooperation of leading energy enterprises, and build an "energy valley" with international influence.

　　3. Shahe Higher Education Park

　　Serve the "double-first-class" construction in colleges and universities, promote the deep-seated co-construction and sharing and open cooperation of colleges and universities, promote the cultivation of compound innovative and entrepreneurial talents, deepen the collaborative innovation development between schools and enterprises and the interactive development of the integration of schools and places, promote the transfer and transformation of scientific research achievements, and promote the transformation and upgrading of regional industrial structure by radiation, so as to provide high-level talent support for the construction of two regions in the whole region and create a highland of world-class innovative talents.

　　4. Zhongguancun Changping Park

　　Focus on the overall development planning of regional leading industries and Zhongguancun Demonstration Zone, strengthen innovation-driven development, undertake the transformation of scientific and technological achievements, promote the organic renewal of land, serve the landing of key projects, optimize the ecology of innovation and entrepreneurship, and coordinate and promote the spatial integration, policy linkage and coordinated development of key functional areas. Explore the international layout of Zhongguancun Changping Park’s innovation economy, create an international innovation and entrepreneurship environment for enterprises, introduce global innovation resources, support enterprises’ overseas listing, build overseas R&D centers and other innovation platforms, and build first-class science and technology parks and innovative highlands.

　　(2) Promoting industrial innovation and development

　　1. Strengthen and improve the two leading industries of medicine, health and advanced energy.

　　Medicine and health industry. Relying on Life Park, Zhongguancun Changping Park and Xiaotangshan Industrial Park, we will focus on the development of innovative drugs, precision medical services, high-end medical devices and other advantageous fields, vigorously cultivate beautiful and healthy industries, actively lay out frontier directions such as brain science, cell and gene therapy, "AI+ medical care", stem cells and regenerative medicine, seize the opportunity of major national scientific and technological projects, continue to consolidate the dominant position in basic research and original innovation, and pay more attention to cutting-edge technological breakthroughs and high-tech enterprise incubation. Focusing on the law of industrial development and common needs, we will strengthen the scientific planning and design of space carriers such as R&D, incubation and production, systematically build industrial public service platforms and professional service platforms such as CRO, CDMO, CMO and GLP, actively introduce professional service institutions such as equity investment and legal affairs and consulting, further smooth the channel from basic research to industrial landing, and create a "nuclear explosion point" for the medical and health industry in the city. Eleven policies have been implemented, such as promoting the construction of research hospitals, conducting frontier research in telemedicine and stem cell fields, exploring decentralized clinical trials (DCT) pilots, promoting the simplification of the approval process for domestic biomedical R&D subjects to carry out international cooperative research and development, and moderately relaxing the management of small-dose special chemical preparations for pharmaceutical R&D. Recently, 31 projects including Nuocheng Jianhua anti-tumor innovative drug production base, Huahui Anjian macromolecular antibody drug production base, Danxu biological innovative drug research and development center and production base were promoted.

　　Advanced energy industry. Focusing on the energy Internet, new energy, advanced energy storage, clean and efficient utilization of fossil energy, energy equipment and testing, safety control of energy industry and other sub-sectors related to energy transformation and development, it will carry the transfer and transformation of technological achievements in the national energy field, and based on the research and development of core technologies, it will promote the cooperation between the central and local governments to revitalize resources, build a collaborative innovation platform for green energy technologies, and promote the transformation of scientific and technological achievements through energy funds; Create a multi-energy, complementary and comprehensive intelligent energy system integrating source, grid and hydrogen storage, accelerate the construction of clean energy facilities, develop green buildings and green transportation, and build a low-carbon demonstration zone for new energy industries; Actively introduce supporting elements such as electricity and carbon emission trading, encourage bidding institutions of energy central enterprises to participate in the innovation pilot of cheap green certificate trading, and implement renewable energy indicators; Do a good job in the global energy transformation forum and enhance the brand of Energy Valley. Recently, the key technology industrial chain project of hydrogen fuel cell, the national power investment and the construction of China Huaneng innovation platform have been promoted.

　　2. Cultivate and expand science and technology service industry, new generation information technology and intelligent manufacturing industry.

　　Relying on the future science city in Changping District and the scientific research resources of universities, we will accelerate the development of scientific and technological service industries such as R&D design, business incubation, intellectual property services, technology transfer, inspection and testing, and enhance the support of scientific and technological service industries for scientific and technological innovation and industrial development; Promote the integration and development of a new generation of information technology and traditional industries, accelerate the construction of new infrastructure such as 5G base stations, industrial Internet and cloud computing, and promote typical demonstration applications such as "5G+ industrial Internet" and "5G+ education". We will implement policies such as scientific and technological innovation, import tax on major technical equipment, and industrial promotion, focus on major platforms and innovative projects, support the construction of industrial Internet platform projects of leading enterprises such as Sany and Beiqi Futian, and accelerate the construction of Xiaomi Phase II project, Beiqi Foton automobile hydrogen fuel commercial vehicle and test capacity building project, Futian Cummins natural gas engine project, Sany company pile machine intelligent manufacturing lighthouse factory project and new Beijing manufacturing center project.

　　(C) to promote breakthroughs in policy innovation

　　Combined with the development goals, industrial layout and enterprise demands of Changping District, we sorted out the list of policy innovations from six aspects: optimizing the innovation and entrepreneurship ecology, promoting the development of advantageous industries, improving the talent service system, promoting the liberalization and facilitation of investment and trade, deepening financial openness and innovation, and accelerating the transformation of government functions, and focused on promoting the implementation of 24 policies.

　　(4) Accelerate the landing of reserve projects.

　　Focusing on industries such as medicine, health and advanced energy, we will integrate the investment forces in the region, introduce professional intermediaries, compile a list of target enterprises from the aspects of benchmarking international industry head enterprises, releasing the reinvestment potential of key enterprises in the region, and promoting the signing and landing of key projects as soon as possible, and carry out accurate investment promotion by industry and field, focusing on promoting the landing of 75 major reserve projects.

　　Fourth, organizational guarantee

　　Make overall plans for the work of the two districts, establish a streamlined and efficient management system with clear rights and responsibilities according to the model of "leading group+office+group management organization", and establish a working mechanism of dispatching consultation, policy mining, supervision and assessment, investment promotion, publicity and promotion to effectively support and guarantee the construction of the two districts.

　　The first is to set up a leading group for the construction of the "two districts" in Changping District. The district party committee secretary is the team leader, the district head is the first deputy team leader, and nine relevant district-level leaders are the deputy team leaders. The members cover the responsible comrades of 36 relevant functional departments, 2 towns (streets) and 2 district-level platform companies in the whole district. There are 8 coordination working groups under the work leading group, headed by district-level competent leaders and deputy heads of departments.

　　The second is to set up a leading group office for the construction of the "two districts". The office of the leading group is located in the District Bureau of Commerce, responsible for implementing the work deployment of the leading group and undertaking the daily work of the leading group, covering overall coordination, communication, information release, statistical analysis, summary reporting, supervision and assessment, publicity and training, and policy promotion.

　　The third is to set up the Changping Group Management Organization in the Science and Technology Innovation Zone of the Pilot Free Trade Zone. Integrate the existing work force, co-ordinate the resources of the whole region, increase support, rationalize the service management system and mechanism of Life Park, give play to the role of professional and market-oriented operation teams and regional industrial operation, development and construction platform companies, build the park property service system, strengthen the coordination and service functions of group management institutions, and promote the construction and development of free trade groups.

　　The fourth is to establish the working mechanism of "two districts" construction scheduling consultation, publicity and promotion, investment attraction, policy mining, supervision and assessment. In terms of scheduling consultation, the main leaders of the district party Committee and the district government hold a leading group meeting once a month, the leaders of the competent district and the coordination working group hold a scheduling meeting every week, and the office and the group management organization are scheduled normally; In terms of publicity and promotion, according to the overall work arrangements and requirements of the construction of the "two districts", we will make overall research and formulate publicity plans around the construction objectives, and expand publicity channels and strengthen publicity effectiveness by building a publicity pattern that combines online and offline, integrates regional resources, unites high-quality platforms and aggregates all-effective media. Adopt online+offline publicity, internal+external promotion, partial+overall promotion, regular release+important node release multi-mode publicity to publicize the construction of "two districts" with high standards and high quality; In terms of attracting investment, clarify the focus and direction of investment promotion, improve the accuracy of investment promotion, introduce market-oriented investment promotion mechanism, and carry out accurate investment promotion by industry and field; In terms of policy mining, timely tap the demands in the development of feedback enterprises, form linkage with relevant departments in urban areas, sort out the second batch of policy innovation lists and promote the landing, and realize the closed loop of policies from mining, implementation to effect testing; In terms of supervision and assessment, the construction of "two districts" will be included in the supervision and assessment items of various functional departments, focusing on the assessment of policies and project landing, and linking the completion with the performance appraisal of the district government.

What’s the charm of the movie ＂Under the Snow Field＂ in ＂Twinkle, Twinkle, Bright Stars＂？


Special feature of 1905 film network　As of December 14th, the pre-sale box office exceeded 200 million yuan, making it the highest-grossing film of the month. At the same time, it broke three film history records and became the first place in the pre-sale box office of Chinese New Year movies, romance films and fantasy films in the past three years.


This achievement makes Twinkle, Twinkle, Twinkle, Bright Stars attract much attention in this New Year’s Eve file, which is far superior to other films in the same period in terms of popularity and pre-sale results. The screening arrangement of "Under the Snow Field" has brought a new direction to the film announcement, and what kind of marketing thinking is behind this?


What is the "snow field"?


The movie "Twinkle, Twinkle, Bright Stars" is a derivative of the 2022 series of the same name, which was created by the original crew of the TV series and played the leading roles of Zhang Wansen and Lin Beixing respectively.



The TV series tells the story of the heroine Lin Beixing who frequently crossed back to high school because of accidentally deleting the text messages in her old mobile phone. After several explorations, she found that the key to crossing was related to Zhang Wansen’s "suicide", so she decided to save Zhang Wansen and started a fantastic love story. From the perspective of Zhang Wansen, the hero who secretly loves the ceiling, the movie version tells the story of Zhang Wansen’s constant restart of that tragic summer in order to protect Lin Beixing, and this time the guardian is no longer unknown.



In the TV series, Lin Beixing gently said "Zhang Wansen, it’s snowing, I miss you" in the snow, which is a classic bridge in the series, and it is precisely because of this line that it became the creative origin of the movie version of "Twinkle, Twinkle, Stars" and "Down on the Snow Field".



On December 4th, the film announced that it had organized 1314 cinemas to have a surprise snow field at 13:14 on December 30th. The cinema staff prepared snow cans for the "snow" session, creating a romantic atmosphere for the audience to experience and go to the snow-floating appointment together.




When the pre-sale opened on December 5th, the pre-sale box office of the film broke through 70 million in one fell swoop, surpassing the box office champion on the first day of the pre-sale of China Film History. And at present, in the major ticketing platforms, the "snow field" of "Twinkle, Twinkle, Bright Stars" is almost full, and one ticket is hard to find.



Subverting traditional marketing brings new opportunities.


For the popularity of Twinkle, Twinkle, Twinkle, Bright Stars, the subversive marketing strategy of "going to the snow field" has contributed a lot.


First of all, "Twinkle, twinkle, twinkle, bright stars" is a hot online drama in 2022, and the popularity of its drama version has also helped the fermentation of the shadow version. On the one hand, the open ending in the finale of the drama set a suspense for the development of the plot, which is also closely related to the upcoming film. On the other hand, the high-viscosity core audience group accumulated in the short interval before the drama can make the film version get a good wave of "tap water".



Furthermore, the movie’s marketing of "Snow", "Ritual Sense", "Secret Love Confession" and "New Year’s Eve" all accurately stepped on young people’s psychology. So "Twinkle, twinkle, bright stars" started with the classic scenes of the series, making the classic line "Zhang Wansen, it’s snowing" the marketing focus, and arranged a "snow field".



Even, the film also launched a roadshow activity on the topic "Love reverberates", which was decided by you, allowing the audience to vote for the roadshow city, which not only enhanced the interaction among fans, but also brought a lot of publicity effects.



The film combines the core point of the film "Zhang Wansen, it’s snowing" with the "real snowing" in the cinema. The combination of film and reality brings unprecedented viewing experience to the audience. This subversive innovation not only stimulates a large number of audiences’ desire to enter, but also serves as a topic to promote the film’s circle.


Although there have been some questioning remarks after the film marketing topic exploded, and some cinemas canceled the original plan of "going to the snow field" due to fire safety reasons, it is undeniable that such a momentum of "Twinkle, twinkle, bright stars" has already occupied a place in the New Year file.


Can "special field" become a marketing template?


The popularity of "Twinkle, Twinkle, Bright Stars" also stirred up the dispute over the Lunar New Year file in advance. Inspired by this, other Chinese New Year movies have also launched special scenes according to their own characteristics.



The comedy film launched a "beer field", where the audience can receive a bottle of beer for free and watch the film while drinking; There are also arrangements for special events such as "lottery field" and "hot pot field".



Such fancy marketing actually pays attention to the atmosphere and social needs that the audience needs when watching movies. In the past, the cinema only played a screening role. However, whether it snows while watching movies or watching movies while drinking beer, it is increasing the interaction and stickiness with the audience, enhancing the audience’s viewing experience and bringing icing on the cake to the film.


But what deserves our consideration is whether all films are suitable for this marketing method, and whether the special "surprise" is meaningful if it is not strongly related to the content of the film. Otherwise, putting the cart before the horse and exaggerating marketing blindly will easily lead to another wave of emotional backlash, so different films also need to choose the marketing style that suits them best.



At present, there are more than ten days before the official release of Twinkle, Twinkle and Bright Stars. After the release, the quality and reputation of the film have yet to be reviewed by the audience. But it can’t be ignored that it breaks through the traditional marketing methods and brings new industry signals to the film market!


Use ＂intimate payment＂ to prove love？ Only when the intimate relationship is equal can it be stable and far-reaching

How "intimate payment" entered our life scene seems to be impossible to verify, but the impact of intimate payment on us is very clear.

A woman complained on the Internet that her boyfriend earned 20,000 yuan a month but only gave her a secret payment of 2,000 yuan. She was very happy at first, but she was very disappointed to hear that her brother-in-law earned 8,000 yuan a month before she got married, but she was able to give her sister a secret payment of 5,000 yuan.

She said that she didn’t have to spend his money to earn 10,000 yuan. She just hoped that her boyfriend would be willing to pay more for her. And her boyfriend thinks her logic is wrong. Since she doesn’t need to spend this money, why should she give her so much? 2000 is a quota given by him after careful consideration, which can cover her basic expenses. For example, he also said that he gave his father a secret payment, but his father never used it once.

There may be different logics to look at this problem with different genders, but obviously, intimate payment was originally a lubricant, which was used to express love. From the design concept of this product, there is no requirement to measure intimacy with more money and less money, but the reason why someone

The ＂cool protagonist＂ in the IP world is building his own world.

I often play Egg Party with my friends now. It’s a little strange to say that I downloaded the game because of the linkage between Egg Party and Goober Attack. When I was a child, I liked the cartoon "Guo Bao Special Attack" very much, and even quarreled with my classmates about whether pineapple blowing snow should be with pineapple wei or pear flower poetry. But when I grew up, it gradually faded out of my sight. It was not until it was linked with "Egg Party" that my former love emerged from my heart-almost 100% of the "Guobao Swordsmen" were restored in the game, which was no different from my memory, even those weapons were there.

It’s just a figure in memory

"Shangguan Ziyi" quickly became one of my favorite and most commonly used skins for Egg Party, and the other one was "DongDong Sheep". "DongDong Sheep" is a lovely white, round lamb that bleats from time to time-in fact, I had met it several times before playing "Egg Party". At that time, I didn’t know about it, and I had never heard of the popular brand of "Flying DongDong", but I was still attracted by the cute image of "DongDong Sheep" and the wonderful second creation of the players, such as the funny voice of "I am sheep honey" and the "fall transition dance" of the lamb.

Nowadays, with the popularity of Egg Party, many trendy shops have put these lambs in the most conspicuous place. Of course, more often, lambs in many shops are out of stock. But in any case, as soon as the lamb appears, the passing guests will sigh: "It’s the lamb in the egg!" The original niche brand exploded overnight, and its IP image and commercial value were fully recognized.

No matter for the market or for me personally, "Guo Bao Special Attack" and "Flying DongDong" are undoubtedly very successful linkages. But we all know that "Egg Party" is not limited to doing IP linkage well, but has greater ambition-taking its own path and building an IP world belonging to Egg.

"Linkage once every 10 days on average"

December 15th is the "Egg Festival" of Egg Party, which was specially set up to celebrate 500 million eggs. The whole festival was very lively, and many benefits were distributed. On the opening day of the Egg Festival, the official gave away three kinds of "Pleasant Goat and Big Big Big Wolf" linked skins for free. In addition, the second bullet of "Guo Bao Special Attack" was opened, and Xiaoguo Lu, Li Huashi and Blossomy were invited to visit Egg Island together.

Most players like me are very much looking forward to "Egg Festival"

Prior to this, the linkage frequency of Egg Party was quite high, with an average interval of less than 11 days, and the linkage objects were various-"Altman", "Long Grass Yan Tuanzi", "Defending Radish", Michelle Ice City, "Hundred Ghosts Kindergarten", Netease Cloud Music, "China Qitan", "Goose and Duck Killing", Sanrio Family, and so on.

Some IP is familiar to me. For example, I once indulged in "Goose and Duck Killing" with my friends for a while, but I didn’t expect to be able to play in "Egg Boy" now. During the linkage period, Egg Party not only launched three classic character skins of Goose and Duck Killing, but also launched the game of "finding out the troublemaker".

There are also some IPs that have aroused my long memories-"Defending Radish" is the first tower defense game I really contacted; "Long Grass Yan Tuanzi" once filled my QQ space; And "GG Bond", unfortunately, because of my age, I didn’t really appreciate the style of this animation at that time, but I found some humor in the animation protagonist on Egg Island.

There are also some IP linkages that are quite "live" and can become a topic as long as they appear in front of players. When I saw the familiar, chubby yellow figure in front of Mi Xue Bing Cheng Store, when I opened the game and heard the phrase "You love me, I love you, Mi Xue Bing Cheng is sweet" in the square, I really couldn’t control my hands and couldn’t wait to try.

The linkage of "breaking the secondary wall" is impressive.

Looking at so many linkages, I found the most important secret of IP linkage in Egg Party, that is "fit"-every IP has a positive, warm and childlike core.

In addition to the similarity of the cores, their "fit" is also reflected in the audience. No matter GG Bond, Altman series, Guo Bao Special Attack, Pleasant Goat and Big Big Wolf, they are all classic childhood animation IP. These classic animations used to be small audiences, but now they are the main players of Egg Party.

Another point of "fit" lies in the moldability of appearance. After all, all the linked objects will become "round" images after entering the world view of Egg Party. Obviously, the production team did not blindly pursue the number or popularity of linked IP, but paid attention to the fit of its own image and tried to achieve "original flavor". This kind of linkage, in a sense, will give me an intimate feeling, making me feel that they really crossed from one world to another, rather than simply "changing skins" and hanging a name.

The painting style of DongDong sheep is very compatible with that of Egg Party.

Under the circumstance that "everything can be hatched", the linked universe of Egg Party is growing. In the online consumption scene, Egg Party has almost exerted a global dominance, and "brushed its face" with great potential energy and high frequency. Brands such as Honey Snow Ice City, Fun Duo Duo, Alpine, KFC, etc. have all taken the initiative to establish cross-industry linkage with "Egg Boy", each of which is the top brand of daily consumption scenarios, and has a huge user base, which has injected huge sinking traffic into Egg Boy IP, which in turn has prompted Egg Boy IP to seamlessly connect with various consumption scenarios.

Nowadays, the IP construction of Egg Party has broken through the boundaries inside and outside the game, online and offline. People can see these eggs appearing at the entrance of tea shop, in the doll machine, in the blind box area of theme shop, in the store furnishings of the mall, and in the mobile navigation prompt. This summer, "Egg Party" also had theme linkage with four domestic theme park brands, including Happy Valley and Sunac Water World. People play egg games, listen to egg music, wear clothes with egg image, buy egg dolls and visit egg theme parks ….. "Egg" is gradually becoming a way of life.

The story of "Egg Boy"

After playing "Egg Party", I began to understand the story of "Egg Party". Through the official CG video and the short story, I was surprised to find that there was such a vivid and happy world behind the blind box machine.

In the world view of Egg Party, all the stories happened inside the blind box vending machine. There is a lively and happy egg island behind the blind box machine, where round eggs live. Every time humans throw gold coins into vending machines, it will cause a rift in time and space on Egg Island. Eggs need to work hard to get gold coins symbolizing victory before they can go to the human world.

When you know these background stories, it is inevitable that you will feel more intimate when you see them appear in the loading interface.

Players often see several characters on the loading page, such as Xiao Huang, Xiao Hei, Xiao Fen, Xiao Lan and Xiao Lv. They also live on the island of Dan Zi, with their own unique personalities and lead their own "egg life". It can be said that every character has a very realistic soul, or let the user find his own shadow in it, or make the user resonate with the character story at the same frequency. In addition to the five main characters, the popular characters such as Naughty Maruko, Aberdeen Bear and Heartless Bear also have their own independent story lines, but in the end they will be connected in series at a certain detail, involving the appearances or stories of other characters.

The story characteristics of "a big world has spawned countless small worlds" also make "Egg Boy" IP have almost unlimited tolerance-in the story, players will have emotional resonance with the egg boys; Outside the story, it can accommodate one world view with different IP. As long as you come to Egg Island, you can become friends and become a member of the Egg World.

Many players will discuss the season plot of "Egg Party" on social platforms and be moved by it.

This also makes "Egg Party" not limited to a party game that attracts players with casual gameplay, but has the quality of a truly excellent IP-constantly deriving new game works and accumulating huge fans under its own unique worldview. This power is magical and powerful. If a virtual world becomes an IP that I am familiar with and love, I will no longer be satisfied with being a simple player, but will pay attention to the derivative products, fan creation (even output) of this game, and continue to pay attention to its future, which is the drainage effect brought by IP and the key to the long-term operation of the game.

The development team of "Egg Party" clearly knows this. Since the game was launched, it has been constantly improving and filling the IP content. With the process of linkage with various IPs, the IP of "Egg Party" has become more and more popular. When we mention it, we think of not only the game itself, but also the naive image of Egg and a series of stories derived from Egg Party. With the launch of offline authorization cooperation and IP derivatives, the egg IP has been pushed to another height.

The IP image of "Egg Boy" has penetrated into the hearts of many players.

Looking at the development of Egg IP, I can only think of one word to describe it-"the protagonist of Shuang Wen".

"Shuang Wen" is reflected in "Egg Party", which is loved by everyone, and all the top IP companies have sent cooperation invitations to it. But in essence, the internal reason for this "cool" is that "Egg Party" can fit them perfectly, so as to achieve a win-win effect. By establishing cooperation with Egg IP, these brands have gained a strong blessing and achieved exponential growth in influence. In this situation, "Egg Party" has become the hottest linkage object in the game session.

Another similarity with "Shuang Wen’s protagonist" is that "Egg Party" is ambitious enough-this game wants to build its own IP and create an egg world. From a single party game to complete the transformation of content platform, to dig deep into IP stories and strengthen IP anchor points, and then to link online and offline frequently for dozens of times, the commercial value of the brand is gradually accumulated, thus running through the whole link of IP development and building its own "business kingdom".

The "egg-egg linkage family" is growing.

At the 2022 annual performance conference, Ding Lei, CEO of Netease, said: "In the future, we will invest more in R&D and management, and do a good job in the long-term service of the game (Egg Party). The’ long term’ here is at least 10 years. " If the agreement of "10 years" can really be achieved, then I believe that "Egg Party" can create a classic, popular and enduring national IP as people expect.

At present, with the continuous expansion of the egg IP matrix, we can also predict that in the future, it will have more and more rich linkage forms. What is clear is that "Egg Party" not only subtly builds the trend culture accepted by young people, but also broadens the new extension of "game"-a "virtual amusement park" that can provide healing and joy for all.

A comprehensive distinction between ＂culture＂ and ＂civilization＂

Authors: Wang Ruliang, Hou Chuanwen (School of History, Nanjing University, College of Literature, Qingdao University)

Culture and civilization are two important categories in the field of humanities and social sciences, and they are also a pair of terms with similarities, differences and complex relationships. There have always been different views on the connotation and extension of the two and the relationship between them, or different perspectives, or positions first, and no relatively consistent and clear understanding has been formed. The author tries to distinguish it from a comprehensive perspective.

Definition: broad sense and narrow sense

From the perspective of etymology, the original meaning of "culture" is cultivation and farming. Compared with nature, everything created by human processing belongs to culture. Therefore, one of the most extensive definitions of culture is "culture is humanization", which means all human activities and their achievements. Taylor, a British cultural anthropologist, put forward in his book Primitive Culture that "culture or civilization, in its broad ethnological sense, is a complex whole including knowledge, faith, art, morality, law, customs and the abilities and habits acquired by anyone as a member of society". He regards culture and civilization as synonyms and refers to them as the overall achievement of human activities.

Culture in a broad sense can be divided into material, system, custom, spirit and other levels: material culture refers to the results created by manual labor; Institutional culture, including macro-level laws and regulations, administrative system and micro-level rules and regulations; Custom culture refers to customs, traditions and practices that have been established and passed down from generation to generation; Spiritual culture refers to the achievements of human spiritual activities with literature, history, philosophy, ethics, religion and aesthetics as the main connotations. Culture in a narrow sense mainly refers to human spiritual activities and their achievements, which is the fourth level in the above broad understanding. Marxism holds that "a certain culture is the ideological reflection of politics and economy in a certain society", and regards culture as a certain ideological form, that is, it belongs to a narrow understanding.

The word "civilization" originated from the ancient Latin civis and civilis, its original meaning is urban residents, and it is extended to the citizenship of the Romans, which means that it is superior to the living conditions of foreigners at that time, especially barbarians, so "civilization" is relative to "savage" or "primitive". However, the evolution and use of "civilization" in later generations are far more complicated. Fukuzawa Yukichi, a modern Japanese enlightenment thinker, pointed out: "The meaning of civilization can be interpreted in a broad sense and a narrow sense. In a narrow sense, it is simply to increase the material needs of human beings by manpower or to increase the appearance decoration of food, clothing and shelter. If interpreted in a broad sense, it is not only to pursue the enjoyment of food, clothing and shelter, but also to inspire Xiu De and raise mankind to a noble realm. " That is to say, the narrow sense of civilization is limited to the development in the material field, while the broad sense of civilization includes the development in the material field and the progress in the spiritual field. In his understanding, man is a senior life pursuing meaning, and naturally he should not be satisfied with food and clothing for a while; Civilization is dynamic, and awakening, independence and civilization are the only way for a nation to achieve civilization. In the context of China, the word "civilization" is often understood in its broad sense. For example, the Encyclopedia of China (Philosophical Volume) interprets civilization as the sum of material and spiritual achievements of human beings in transforming the world, and the History of Chinese Civilization edited by Yuan Xingpei also decomposes civilization into three aspects in its general introduction: material civilization, political civilization and spiritual civilization.

Relationship: diachronic and synchronic

From the diachronic point of view, "civilization" is the product of the development of culture to a certain stage, and the two have their own priorities. In a broad sense, culture is humanization. Since people came into being, there has been conscious or unconscious cultural creation, but not since people came into being. In this sense, civilization is a concept that represents the evolution of human history, as opposed to the uncivilized and barbaric cultural state. This can also be derived from the western etymology of the two: the root of culture, whose original meaning is farming, originated from the early agricultural production mode of human beings, and the root of civilization, whose original meaning is urban and civil, originated from the urban life that appeared in the later period of human beings.

The discussion on the symbol of civilization mainly focuses on the following aspects: politically, there are large urban settlements, magnificent public buildings, obvious class division of residents and the formation of a country; Economically, there is a developed social division of labor and commodity exchange, a relatively fixed tax system or a regular tribute system; Ideologically, there are relatively unified religious beliefs of the whole nation, including objects of worship and sacrificial ceremonies; In culture and education, there are the use of words and the development of science and technology, and there are some forms of schools. Only a society with the above symbols and characteristics in culture can be considered as a civilized society. In other words, the formation of a civilized society needs the accumulation and breakthrough of culture and special conditions and opportunities; Civilization is the result of human beings’ transformation of nature, society and themselves to a certain extent, and it is an advanced stage of cultural development.

From a synchronic point of view, there are two main types of understanding of the relationship between them at present. In the first category, the two are regarded as synonyms, which are interlinked and cross-cutting, and can be broadly understood as human activities and their achievements, either undifferentiated or biased. The former is like Taylor’s understanding in Primitive Culture, and the latter is like Qian Mu’s point of view, "Generally civilized culture refers to the life of human groups. Civilization is on the outside, which belongs to the material aspect. Cultural bias is a spiritual aspect. " The second category regards civilization as an aggregate that embodies cultural identity and classifies cultures. Huntington, an American scholar, thinks in The Clash of Civilizations and the Reconstruction of World Order that "a civilization is the most extensive cultural entity … civilization is the highest cultural classification of people and the widest range of people’s cultural identity". This view is more representative in international academic circles, such as The Decline of the West by Bingler, Historical Research by Toynbee, and The Rise of the West-The History of Human Community by McNeill. Huntington took religion as the main symbol to define different civilizations, and divided the world after the Cold War into eight civilizations: Christian civilization, Confucian civilization, Islamic civilization, Japanese civilization, Indian civilization, Orthodox civilization, Latin American civilization and African civilization. This is similar to the four major cultural circles in the world: European and American cultural circles with Christian culture as the main body, East Asian cultural circles with Confucianism, Buddhism and Taoism as the main body, South Asian cultural circles with Hinduism and Buddhism as the main body, and West Asian and North African cultural circles with Islamic culture as the main body. Comparatively speaking, "cultural circle" has been replaced by "civilization" in appellation.The number has expanded from four to many, and the same thing is that religion is the dividing standard.

Application: subjective and objective

Culture and civilization are objective academic terms, which do not reflect specific value judgments. However, in the process of practical application, it is often artificially subjective, and the more representative ones are "culture-centered theory" and "civilization superiority theory".

Cultural-centered theory takes "self" culture as the center, and holds that self-culture’s beliefs, values, lifestyles and behavioral norms are superior to "other" culture. It may be generated and used between different cultural groups, different cultural categories and different cultural regions within the same civilization, and it may also be generated and used between different civilizations. The former is like Huaxia centralism in ancient China, and the latter is like Western centralism in modern times. The theoretical point of the latter is that after the Enlightenment, bourgeois revolution and industrial revolution, western culture is more advanced and developed than the East in politics, economy, science and technology, representing historical progress and inevitability.

In view of all kinds of cultural centralism, in the second half of the 20th century, the debate between cultural universalism and cultural relativism arose all over the world. Cultural universalism holds that the truth and value of human beings are universal and absolute, and human cultures have similar goals, unified values and common laws of development, which will surely be unified under the leadership of advanced and advanced cultures. Cultural relativism is the result of reflection on deconstructing cultural universalism and facing multicultural phenomena. It emphasizes that each culture has heterogeneity and independence that other cultures cannot share. Therefore, culture is relative and cannot be compared according to a unified model. The author believes that culture has both universality and relativity. Universality is the commonality of human culture, and relativity is the individuality of various cultures. Only by recognizing the commonness of culture and respecting the individuality of culture can we break away from the stereotype of cultural centralism.

The theory of superiority of civilization is a subjective argument that advocates that one’s own civilization is superior to other civilizations in history or reality. In history, the most representative is the "white superiority theory" based on racial differences. Morgan pointed out in "Ancient Society": "Aryans and Sumerians were the first to break away from the civilized state among all branches of human beings … These two groups were essentially the founders of civilization." Because Aryans and semu are both white, some westerners draw the conclusion that white people created civilization earlier, and then form the theory of white superiority. In fact, the four ancient civilizations in the East were all multi-racial, and the yellow race, black race and white race all participated in the creation of civilizations. In reality, the most representative is the theory of stagnation of eastern civilization, which is another form of the theory of superiority of western civilization. Its main point is that the eastern civilization, which has tended to be patterned and stereotyped in philosophy, literature, education and other fields since modern times, has been in a state of stagnation and needs to be stimulated and saved by the western civilization, which has been constantly reborn and developed sharply. This argument became an excuse for colonialists to invade and expand. For example, Fukuzawa Yukichi once advocated the war of aggression against China as a "war of civilization".

In this regard, in 1853, Marx put forward the scientific conclusion of colonialism’s dual mission in two articles: British rule in India and the future result of British rule in India. "Britain has to complete its dual mission in India: one is to destroy the old Asian society; The other is the mission of reconstruction, that is, to lay a material foundation for a western-style society in Asia. " In other words, the colonialists "acted as an unconscious tool of history" while doing all the bad things. This is the dialectics of history, not the so-called victory of superior civilization.

In a word, culture and civilization need to distinguish between broad and narrow meanings according to specific contexts. The relationship between them can be analyzed from the synchronic and diachronic perspectives. The theory of cultural center and the theory of civilization superiority are the results of the subjective application of these two concepts, which should be clearly understood.

(This article is the phased achievement of the major project "Oriental Cultural History" (11-ZD 082) of the National Social Science Fund)

Source: China Social Sciences Network-China Social Sciences News

Arsenal 0-1 Nottingham Forest sent Manchester City to be crowned champions three times ahead of schedule.

At 0:30 Beijing time on May 21st, in the 37th round of Premier League, Arsenal played Nottingham Forest away. Avonii scored the only goal in the game. In the end, Arsenal lost 0-1 to Nottingham Forest and suffered two consecutive league defeats.

After the battle, Arsenal was 4 points behind Manchester City, the leader. As the gunners had only the last round left, Manchester City had won the Premier League title ahead of schedule, while Arsenal locked in the second place.

In the 20th minute, Odegard made a return error, and the Nottingham Forest midfielder took the ball to fight back. Avonii answered the teammate’s direct plug and broke into the right side of the penalty area. The goalkeeper Ramsdale quickly attacked, Gabriel chased back and grabbed the ball first, but kicked it at the opponent’s feet. Awoniyi took advantage of the situation and scored low. Nottingham Forest led 1-0!

In the second half, Arsenal, whose possession rate exceeded 80%, still couldn’t open the situation. On the contrary, the home team’s attack was more threatening. Arteta, the head coach of Arsenal, dispatched troops to try to make a comeback, but to no avail, he finally lost away.

After the game, Arsenal manager arteta congratulated Manchester City on winning the fifth league title in nearly six seasons, and admitted that he was very sad now. "We need to heal, and now it is too painful and sad. I have to find a way to cheer up the players. "

Editor: Zhou Yang

Editor: Zhou Shangdou

Audit: Feng Fei

Real Madrid is very worried about the findings of the procuratorate, and the emergency meeting will allow the club to appear in court.

[Real Madrid is very worried about the investigation results of the procuratorate, and the emergency meeting will allow the club to appear in court] real madrid cf recently issued a statement, saying that it will hold an emergency general meeting at noon on March 12, local time, regarding the fact that Barcelona Football Club was prosecuted by the local procuratorate in Barcelona for bribing referees for corruption.

According to AS reporter, former Real Madrid press officer Joaquín Maroto confirmed from Real Madrid sources that this general meeting will vote to approve Real Madrid to testify in this case. Real Madrid told AS that "there has been no action before because they are waiting for the judicial department to complete their work. Now that the procuratorate has submitted their appeal, it is time for Real Madrid to appear in court.

Real Madrid announced the announcement just 24 hours after the procuratorate filed an appeal, just when the Spanish Central Procuratorate accepted the prosecution of the Barcelona Procuratorate. Prior to this, Real Madrid had been patiently waiting for the judicial department to complete their work. At present, Real Madrid is very worried about the conclusion reached by the procuratorate on this matter.