Special feature of 1905 film network Looking at domestic animated films,

"Bears haunt" series and "White Snake" series and many other ingenious works.

A banner with unique oriental characteristics was erected.

Looking back on the 20-year process of film marketization in China,

The beautiful scenery of domestic animated films,

Always occupy an important position.

From the middle and late 1990s to the beginning of this century,

When foreign animated films flood into China.

On the other hand, China’s animation industry is difficult to make a breakthrough and fall into a downturn.

Until it was released nationwide in 1999,

And made 25 million at the box office,

It opened the door to the revival of domestic animated films.

Lotus Lantern was an animated film with the highest investment and the longest length in China at that time.

The role is dubbed by powerful actors such as,,,, and so on.

At the same time, the film also introduced computer special effects technology.

To some extent, it has inspired the development trend of domestic animated films.

After entering the new century,

Support policies for domestic original animation have been introduced one after another.

By establishing a national animation industry research base,

Exempt from relevant enterprise income tax,

Require TV stations to increase animation broadcast time, set up animation columns,

And measures such as setting up animation specialty in major colleges and universities.

Actively support domestic animation industry.

In 2005,

Created a precedent for three-dimensional animation in China,

Although the market is not satisfactory,

But it began to cultivate top CG production talents in China.

In recent years, Ne Zha’s Return of the Great Sage on the Journey to the West

It is the outbreak of this group of 3D animated film practitioners who have been dormant for nearly 20 years.

In the seven or eight years since 2005,

A series of works such as Pleasant Goat and Big Big Wolf, Bears Come and Go.

Have cultivated the audience base through cartoons.

Since 2009,

"Pleasant Goat" released a big movie in the Spring Festival for seven consecutive years.

"Bullshit" became the first domestic animated film with a box office of over 100 million.

And won the 13th China Film Watch Award for Excellent Cartoon.

Since 2014,

"Bears haunt" has been launched continuously in the Spring Festival.

Xiong Bing, Fantasy Space, Primitive Times, Returning to the Mainland, etc.

The cumulative box office of eight big movies exceeded 4.2 billion yuan.

Become the best-performing series of animated films in the market.

In 2015,

The Return of the Great Sage of Journey to the West, which took 8 years to polish and produce.

Won the box office champion of domestic animated films with a box office of nearly 1 billion.

It has become a new "turning point" of Guoman industry.

The classic stories that are deeply rooted in people’s hearts cooperate with the 3D special effects that are popular all over the world.

Coupled with the martial arts design with oriental charm,

This film makes domestic animation get rid of the stereotype of younger age.

Gradually face a more aging population.

Then,

wait for

Guoman boutiques have emerged one after another.

In 2019,

Ne Zha scored 5.035 billion at the box office.

Refreshed the set in 2016.

The box office record of animated films in China mainland market is the highest,

And ranks fourth in the box office of China Film History.

Become a milestone in the creation of domestic animated films.

The film is bold and innovative on the basis of classics.

Tell a familiar, fresh, passionate and touching "China Story".

Deconstruction that keeps pace with the times, realistic scenes, exquisite CG quality,

Audio-visual enjoyment brought by high-end digital technology and smart character expressions,

Hold up a declaration of "My life is up to me" for domestic animation.

Throughout 2015,

Six of the annual box office winners of animated films in China are domestic films.

Among them, "The Return of the Great Sage of Journey to the West" Ne Zha.

Legend of Deification’s White Snake 2: The Green Snake Robbed.

All four novels belong to myths and legends.

It contains distinctive oriental characteristics.

IP with domestic characteristics

It is very popular in China film market.

By combing the phenomenal animated films in recent years, we can find that,

Their audience presents

The trend of "parent-child viewing as the basic disk and young audience as the increment".

This year’s bold "attack" on science fiction themes,

In addition to funny family fun, it also incorporates elements such as aliens and high technology.

It has achieved progress in the content and form of domestic young cartoons.

Therefore, it attracted a group of adult audiences.

At present, "Big Fish Begonia 2" and so on

Many exciting domestic animated films are being made.

I believe that in the near future,

Domestic animated films will surely find their own way out.

Become a magic weapon to help China to become a film power.

Jing Jian Fa [2020] No.10

All relevant units:

　　In order to further deepen the "streamline administration, delegate power, strengthen regulation and improve services" reform, continuously optimize the business environment in the capital, and promote the reform and innovation of joint acceptance of housing construction and municipal infrastructure projects, according to the implementation opinions on comprehensively carrying out the reform of the examination and approval system for engineering construction projects (Guo Ban Fa [2019] No.11), Regulations on Optimizing the Business Environment, Regulations on Urban and Rural Planning in Beijing, Regulations on Optimizing the Business Environment in Beijing and other requirements, the Municipal Housing and Urban-Rural Construction Committee and other ten departments It is issued to you, please follow it carefully.

Beijing Municipal Commission of Housing and Urban-Rural Development　　　　

Beijing Municipal Commission of Planning and Natural Resources　　　　

Beijing Municipal Civil Air Defense Office　　　　

Beijing Municipal Market Supervision Administration　　　　

beijing municipal water affairs bureau　　　　

Beijing Archives Bureau　　　　

Beijing Municipal Commission of Communications　　　　

Beijing Municipal Administration Committee　　　　

Beijing Communications Administration Bureau　　　　

Beijing Municipal Government Affairs Service Management Bureau　　　　

November 18, 2020　　

Interim Measures of Beijing Municipality on the Administration of Joint Acceptance of Housing Construction and Municipal Infrastructure Project Completion

Chapter I General Provisions

　　the first　In order to further optimize the business environment, deepen the joint inspection and acceptance reform of housing construction and municipal infrastructure projects, and implement the Implementation Opinions on Comprehensively Carrying out the Reform of the Examination and Approval System for Construction Projects (Guo Ban Fa [2019] No.11), Regulations on Optimizing the Business Environment, Regulations on Urban and Rural Planning in Beijing and Regulations on Optimizing the Business Environment in Beijing, these Measures are formulated in light of the actual situation of this Municipality.

　　the second　These Measures shall apply to the joint acceptance (hereinafter referred to as joint acceptance) of the completion of new construction, renovation and expansion of housing construction projects (including decoration projects) and municipal infrastructure projects (excluding rail transit projects, underground pipeline projects, power projects and security projects) within the administrative area of this Municipality.

　　Joint acceptance shall be implemented according to the comprehensive risk grade of the project. The comprehensive risk of the project is divided into four levels: low risk, general risk, large risk and major risk. In principle, joint acceptance should be implemented for low-risk and general-risk engineering projects; For engineering projects with higher risk level, joint acceptance is encouraged on the basis that the project has mature acceptance conditions and the risk is controllable; Joint acceptance is not recommended for engineering projects with significant risk levels. See the annex for the comprehensive risk level of the project.

　　Article　The term "joint acceptance" as mentioned in these Measures refers to the application of the project construction unit, the streamlining and optimization of the competent departments of housing and urban construction, planning of natural resources, civil air defense, market supervision, water affairs, archives, transportation, urban management, communications, etc., and the collaborative promotion of administrative matters related to the project completion acceptance, urging and coordinating municipal service enterprises to actively provide municipal public services such as water supply, drainage, power supply, gas, heat and communication, standardize, efficiently and conveniently complete the project acceptance, and promote.

　　Article 4　Joint acceptance follows the working principle of "standardization, cooperation, sharing, high efficiency and convenience" and realizes the working objectives of "one application form, one notification, one commitment, multi-inspection, unified opinion and time limit completion". There is no charge for joint acceptance.

　　Article 5　The municipal (district) housing and urban-rural construction department shall, in accordance with the Regulations of Beijing Municipality on Urban and Rural Planning, co-ordinate and organize the joint acceptance of the city (district), use the special seal for joint acceptance of the city (district) construction project, summarize the opinions of relevant competent departments and issue joint acceptance opinions. If other acceptance items are applied for joint acceptance, they shall be implemented after being approved by the municipal government.

　　Article 6　The competent department of housing and urban-rural construction is responsible for the overall organization and coordination of joint acceptance work, as well as the supervision of project completion acceptance, fire inspection and acceptance, and the audit of real estate surveying and mapping results.

　　The competent department of planning and natural resources is responsible for the planning and acceptance of construction projects and the acceptance of urban construction archives.

　　The competent department of civil air defense is responsible for the supervision of the completion and acceptance of civil air defense projects.

　　The market supervision department is responsible for the registration of the use of special equipment for construction projects.

　　The water department is responsible for supervising, coordinating and guiding municipal service enterprises such as water supply and drainage to provide municipal public services.

　　The urban management department is responsible for supervising, coordinating and guiding municipal service enterprises such as gas, heat and power supply to provide municipal public services.

　　The archives administration department is responsible for supervising and guiding the archives acceptance of major construction projects invested by the government in fixed assets.

　　The transportation department is responsible for guiding the acceptance of supporting parking facilities.

　　The competent department of communications is responsible for supervising, coordinating and guiding municipal service enterprises such as communications to provide municipal public services.

　　The municipal service enterprise is responsible for the access, connectivity and operation services of supporting municipal public facilities such as water supply, drainage, power supply, gas, heat and communication within the service scope of the enterprise.

　　Article 7　Relying on the online approval and supervision platform for investment projects in Beijing (hereinafter referred to as the online platform), the city has established a unified service platform for joint acceptance of construction projects in Beijing (hereinafter referred to as the platform of multi-inspection), strengthened the sharing and exchange of relevant data and information of information platforms of various competent departments and municipal service enterprises, supported cross-departmental business collaboration, and promoted the seamless connection of the whole process of joint acceptance.

　　The competent department of housing and urban construction is responsible for the construction, management and maintenance of the multi-test platform.

　　Article 8　Joint acceptance shall be subject to comprehensive notification and commitment system. The competent department of housing and urban-rural construction shall integrate the contents to be informed and promised by the competent departments, formulate a comprehensive notification commitment letter, inform the specific construction requirements, acceptance application materials, acceptance process and acceptance standards of the project at one time, and clarify the contents that the construction unit needs to promise.

　　When applying for joint acceptance, the construction unit shall promise in written form (including electronic text) that the construction task has been completed in accordance with the requirements, and meet the conditions, standards and requirements of the comprehensive notification undertaking, and bear the corresponding responsibilities for violating the commitment. The comprehensive notification undertaking shall be signed by the legal representative of the construction unit or its authorized person and stamped with the official seal of the construction unit.

　　Article 9　All competent departments and municipal service enterprises shall strengthen information sharing, timely grasp the progress and situation of project construction, provide services in advance and take the initiative, effectively strengthen the whole process management of joint acceptance, and share regulatory data with relevant competent departments.

Chapter II Strengthening Quality and Safety Supervision of Construction Projects

　　Article 10　The quality and safety of construction projects in this city should be managed differently according to the comprehensive risk level of the project.

　　Before the project starts, the construction unit shall specify the comprehensive risk level of the project, and share the comprehensive risk level of the project with the competent departments through the online platform. In the process of engineering construction, the construction unit, survey unit, design unit, construction unit and supervision unit should establish and improve the risk control system and mechanism, formulate the working system, define the responsible subject, comprehensively and systematically identify the quality and safety risks in all stages and links of engineering construction, and take measures to effectively control risks to ensure the quality and safety of construction projects.

　　The construction unit, construction unit and supervision unit shall regularly inspect the quality and safety risks at all stages and links of the project, evaluate the risk management and control, and report the inspection and evaluation results to the risk management and control platform established by this Municipality.

　　Article 11　In the process of engineering construction, the competent department of housing and urban-rural construction will carry out quality and safety supervision and inspection. For low-risk projects, the first work disclosure meeting will be cancelled, and only one on-site supervision and inspection will be carried out during the construction process, and the longest time will not exceed one day; For general risk projects, the frequency of supervision and spot check shall be no less than once every 3 months; For projects with large risks, major risks and poor risk management and control, the frequency of supervision and spot checks shall be increased as appropriate according to the progress of the project.

　　If the participating units of the project fail to implement risk classification control, quality and safety accidents occur or promises are not fulfilled, the competent department of housing and urban construction will increase the number of random inspections and strengthen post-event supervision.

　　Article 12　Establish a joint inspection system. The relevant competent departments may put forward the intention of joint inspection to the competent department of housing and urban-rural construction, and the competent department of housing and urban-rural construction shall organize joint inspection. After the joint inspection, the competent departments shall form written inspection records respectively, and disclose the inspection results to the public voluntarily.

Chapter III Joint Acceptance Procedures

　　Article 13　Before the construction unit handles the planning permission, after the multi-planning collaborative platform completes the project planning consultation, it will push the comprehensive notification commitment letter to the construction unit together with the multi-planning collaborative opinion of the project. The construction unit can log on to the multi-regulation collaborative platform or online platform to download the format text of the comprehensive notification commitment letter.

　　Article 14　After the comprehensive review of the construction drawings is passed, the multi-examination platform of the competent department of planning and natural resources will push the digital documents of the construction drawings to the relevant competent departments, and simultaneously push the multi-examination platform through the online platform. According to the construction drawing documents, the relevant competent departments shall provide active services in advance for the relevant administrative matters of their own departments.

　　Article 15　The construction unit may put forward the joint acceptance intention according to the comprehensive risk level of the project when handling the construction permit procedures; After the completion of the project, the construction unit can decide whether to implement joint acceptance according to the comprehensive risk level of the project.

　　The implementation of joint acceptance of the project, the construction unit shall organize the project completion acceptance or self-examination after all qualified, submit an application for joint acceptance within 5 working days. For projects that do not implement joint acceptance, the construction unit shall organize the project completion acceptance in accordance with relevant regulations, and the relevant competent departments shall independently implement the acceptance according to law.

　　Article 16　The construction unit shall complete the construction task, confirm that the project quality conforms to the relevant laws and regulations, mandatory standards for project construction, design documents and contract requirements, organize the contractors to complete the project completion acceptance or self-inspection, and submit the project completion acceptance report (comprehensive). The project completion acceptance report (comprehensive) mainly includes the following contents (except the acceptance items not involved):

　　(a) the completion and acceptance of the project (including the fire inspection of the project);

　　(two) the completion and acceptance of civil air defense projects (including the payment of ex situ construction fees for air defense basements);

　　(three) the implementation of planning permission matters;

　　(four) the completion and acceptance of water supply, drainage, power supply, gas, heat and communication projects (hereinafter referred to as small municipal projects);

　　(five) the completion and acceptance of parking facilities;

　　(six) the collection, sorting and self-examination of engineering archives.

　　Article 17　The construction unit can fill in the application form for joint acceptance through the online platform, select the acceptance items involved in the project, upload the comprehensive notification letter of commitment, project completion acceptance report (comprehensive), completion drawings and other materials, submit the application for joint acceptance, or hold relevant materials to the municipal and district government service centers for on-site application.

　　Article 18　After the construction unit submits the joint acceptance application through the online platform, the online platform accepts the joint acceptance application, and transmits the application information and application materials involved in the project to the multi-inspection platform in real time.

　　Article 19　Within 15 days from the date of acceptance of the application for joint acceptance, the competent department of housing and urban construction shall organize the relevant competent departments to complete the on-site acceptance and issue acceptance opinions. The specific time of on-site acceptance shall be determined by the competent department of housing and urban-rural construction and the construction unit through consultation, and the competent department participating in on-site acceptance shall be fed back through the platform of multi-inspection.

　　At the site acceptance, low-risk projects should be completed within 1 day; General risk projects should be completed within 3 days; Major risk and major risk projects should be completed within 7 days.

　　Article 20　If all the acceptance opinions are "passed", the joint acceptance is passed. The multi-inspection platform generates a notice of joint acceptance opinions, and the construction unit can download and print it by itself through the online platform. Any acceptance opinion is "no pass", and the joint acceptance is no pass. The multi-inspection platform generates a notice of joint acceptance failure, and the municipal (district) housing and urban-rural construction department takes direct delivery to feedback the construction unit.

　　City (District) housing and urban construction departments in the joint acceptance notice stamped with the city (District) special seal for joint acceptance of construction projects, as a unified confirmation document through joint acceptance. The electronic seal for joint acceptance is implemented in this Municipality. The electronic seal and the special seal for objects have the same legal effect, and the notice of joint acceptance with electronic seal is legal and valid.

　　Article 21　For projects that fail to pass the joint acceptance, the relevant competent authorities shall order the illegal acts found to be corrected, and inform the construction unit of the matters that need to be rectified at one time. If the construction unit can complete the rectification within 7 days, it may apply for on-site review after the rectification. After on-site review, still does not meet the requirements, the construction unit shall re-organize the relevant acceptance of the project completion, and re-apply for joint acceptance or independent implementation of the acceptance. The rectification and review time is not included in the 15-day period.

　　Article 22　Projects subject to joint acceptance can only be delivered after passing the joint acceptance. The joint acceptance notice replaces the project completion acceptance record form, and the joint acceptance is deemed as the completion of the project completion acceptance record.

　　The warranty period of the construction unit for the project quality of the construction unit shall be calculated from the date when the construction unit organizes the relevant acceptance of the project completion. The warranty period of the construction unit for the project quality of the owner shall be calculated from the date of delivery.

Chapter IV Main Contents of Joint Acceptance

　　Article 23　The competent departments of housing and urban-rural construction and civil air defense shall, in accordance with their duties, conduct on-site inspection on the completion acceptance of the project (including the fire inspection of the project) and the completion acceptance of the civil air defense project, including supervising whether the organizational form, acceptance procedures and implementation acceptance standards of the project completion acceptance meet the relevant regulations, conducting spot checks on the filing materials of the project completion acceptance, conducting fire inspection on special construction projects or conducting spot checks on other construction projects’ fire inspection records, respectively, to form the quality supervision report, fire inspection or filing spot check records of the project (civil air defense project).

　　Article 24　If the competent department of planning and natural resources determines to participate in the on-site acceptance, it shall conduct spot checks on the implementation of planning permission matters and the self-inspection of project completion files; Do not participate in on-site acceptance, should be issued within the prescribed time limit planning acceptance opinions and file acceptance opinions.

　　Article 25　After the testing organization completes the supervision and inspection of special equipment installation, it will push the basic information and inspection related information of special equipment to the market supervision and management department. Special equipment users will no longer fill in the basic information and inspection information of special equipment when registering the use of special equipment.

　　After the registration of the use of special equipment is completed, if the market supervision and management department decides to participate in the on-site inspection, it shall verify whether the number and nameplate of special equipment are consistent with the registration form of the use of special equipment; Do not participate in on-site acceptance, should be issued within the prescribed time limit for special equipment acceptance opinions.

　　Article 26　City (District) Department in charge of transportation (parking management department) to participate in on-site acceptance, to deal with the acceptance of parking facilities construction units to conduct spot checks; Do not participate in on-site acceptance, should be issued within the prescribed time limit parking facilities acceptance opinions.

　　Article 27　The water department shall cancel the on-site acceptance of supporting water-saving facilities, and implement the notification commitment system for the completion acceptance of supporting water-saving facilities of construction projects.

　　Article 28　Optimize the audit scope of real estate surveying and mapping results. The comprehensive surveying and mapping work involved in the completion acceptance can be undertaken by the construction unit to choose a surveying and mapping unit or consortium that meets the requirements. Need to synchronize for real estate surveying and mapping results audit of engineering projects, submitted to the audit of real estate surveying and mapping results should be used as the basic data content of relevant acceptance items, housing and urban construction departments will no longer review the licensing content or technical indicators involved in relevant acceptance items.

　　Article 29　Integrate the file acceptance of major construction projects and urban construction file acceptance matters. For the joint acceptance of major construction projects involving government investment in fixed assets, the competent department of planning and natural resources shall notify the archives administration department to implement the file acceptance together, and the competent department of planning and natural resources shall clarify the file acceptance opinions.

　　Article 30　In the process of engineering construction, relevant technical indicators need to be approved in accordance with technical standards and specifications through inspection, testing, surveying and mapping, etc., mainly including planning verification, fire control facilities testing, supervision and inspection of special equipment, etc., and the construction unit shall timely entrust an institution with corresponding qualifications to complete the technical approval work in accordance with regulations.

Chapter V Municipal Public Services

　　Article 31　When the construction unit applies for planning permission, it can fill in the municipal access service demand in the planning permission application form. Municipal service enterprises carry out proactive services in advance, and provide services such as implementation plan consultation, design drawing consultation and site reconnaissance.

　　Article 32　After the construction unit obtains the planning permit, the municipal service enterprise will actively provide municipal access services according to the demand for municipal access services pushed synchronously, guide and assist the construction unit to complete the construction and acceptance of small municipal projects, and ensure that the municipal access and connectivity conditions are met.

　　Article 33　After the construction unit completes the construction of the small municipal project, the municipal service enterprise shall complete the connection of water supply, drainage, power supply and other supporting municipal public facilities before the construction unit organizes the project completion acceptance or self-inspection; Within 15 working days after the completion of the project, the supporting municipal public facilities such as gas, heat and communication will be connected.

　　Article 34　After the joint acceptance of the project, the municipal service enterprise shall provide timely operation services. For residential projects, municipal service enterprises should provide users with water supply, drainage, power supply, gas, heat and communication services in time to ensure the normal use of users.

Chapter VI Strengthening Post-event Supervision in Joint Acceptance.

　　Article 35　The competent departments shall, according to their respective functions and duties, strengthen the supervision of the joint acceptance work, and investigate and deal with the illegal acts of contractors and relevant personnel in violation of existing laws, regulations, standards and norms.

　　Article 36　All competent departments should strengthen credit supervision, conduct spot checks on the commitments made by the construction unit, and order the construction unit to make rectification within a time limit, and increase the inspection proportion and frequency of its projects under construction and new construction; If the circumstances are serious, joint punishment for dishonesty shall be implemented in terms of qualifications, bidding, finance and credit.

　　Article 37　The city adopts the method of government purchasing services, and entrusts third-party institutions to regularly evaluate the joint acceptance work and user satisfaction.

　　Article 38　The city has established a joint inspection and acceptance assessment mechanism, and the assessment results have been included in the scope of the city’s performance appraisal.

　　Article 39　Promote the disclosure of joint acceptance information. After the joint acceptance of the project is passed, the competent department of housing and urban-rural construction shall take the initiative to disclose the joint acceptance opinions of the project. Before the project is delivered for use, the construction unit shall voluntarily disclose the relevant information of joint acceptance of the project and accept social supervision.

　　Article 40　The construction unit shall be responsible for the quality of the construction project according to law. Relevant competent departments shall bear corresponding legal responsibilities for their acceptance opinions. Citizens, legal persons or other organizations that the specific acceptance opinions infringe upon their legitimate rights and interests may apply for administrative reconsideration to the competent department at the next higher level or the people’s government at the same level that issued the specific acceptance opinions, and may bring a lawsuit to the people’s court if they are not satisfied with the administrative reconsideration decision; You can also bring a lawsuit directly to the people’s court.

Chapter VII Supplementary Provisions

　　Article 41　The competent departments may formulate relevant implementation measures or detailed rules in accordance with these measures.

　　Article 42　These Measures shall come into force as of December 30, 2020, and the Interim Measures for Joint Acceptance of Social Investment Construction Projects in Beijing (J.J.F. [2018] No.118) and the Implementation Rules for Joint Acceptance of Construction Projects in Beijing (for Trial Implementation) (J.J.F. [2018] No.481) shall be abolished at the same time.

　　Attachment: Comprehensive Risk Classification Table of Engineering Projects (omitted)

　　(Note: Please visit the website of the Municipal Housing and Urban-Rural Development Committee for the attachment.)

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　　The new all-electric Macan Long Range Edition shows exceptional strength in the four core areas of design, sports, energy efficiency and value. In design, it inherits the design essence of Porsche’s classic sports car and cleverly integrates the futuristic design concept of the Mission E concept car to create a dynamic and avant-garde body line. The low front cover, raised wings and the iconic four-point daytime running lights all reflect the pure sports car pedigree of Porsche.

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　　It is reported that three models of the new pure electric Macan will be officially delivered in stores in the fourth quarter of this year. With the launch of this new car, Porsche will further consolidate its leading position in the luxury electric vehicle market and continue to promote the electric transformation of the automotive industry.

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The exterior design of the Lexus RX new energy continues the elegance and luxury style that Lexus has always had. In the front part, it adopts a family-style spindle-shaped air intake grille, with a sharp LED headlight group, showing a strong and delicate visual impact. The body lines are smooth and dynamic, and the proportions are coordinated, which perfectly integrates power and elegance, fully reflecting Lexus’ pursuit of details. The overall design style not only retains the stable temperament of traditional Lexus, but also incorporates the technological elements of modern new energy models, demonstrating the innovative spirit of advancing with the times.

With its unique body design, Lexus RX New Energy presents an elegant and dynamic side profile. The body size is 4890mm*1920mm*1695mm, with a 2850mm wheelbase, giving the vehicle a spacious interior space and a stable driving posture. The tire size is 235/50 R21. Whether it is the front wheel or the rear wheel, it adopts the same specifications, and the delicate wheel rim design not only enhances the visual effect, but also ensures the comfort and performance during the driving process.

In terms of interior, Lexus RX New Energy focuses on luxury and comfort. The spacious interior is wrapped in exquisite leather material to create a sense of luxury. The steering wheel is made of fine leather material, with electric up and down + front and rear adjustment functions to ensure driver comfort and convenience. The 14-inch central control screen is equipped with an advanced multimedia system, supports navigation, phone and air conditioning control, and integrates automatic speech recognition function to make the operation more intelligent. The seat configuration is rich, the main and passenger seats are equipped with 4-way adjustable waist support, as well as front and rear, backrest, high and low multi-directional adjustment, providing an excellent riding experience. In addition, the front seats are also equipped with heating and ventilation functions, as well as power memory functions, and the passenger seat is also equipped with a similar configuration to ensure that the individual needs of passengers are met. The second row of seats supports backrest adjustment, while the rear seats support proportional reclining, adding highlights to practicality and flexibility.

Lexus RX New Energy is equipped with a 2.5L 185 horsepower L4 engine, which reaches a maximum power of 136 kW and provides 228 Nm of torque. With the advanced E-CVT continuously variable transmission, this power system not only guarantees the high efficiency of the vehicle, but also ensures the smoothness and comfort of the driving process.

In general, the Autohome owner gave high praise to the appearance of the Lexus RX new energy, especially the exquisite atmosphere of the front face design impressed him. Although the tail design made him a little regretful, the overall satisfaction of the owner still reflects the unique charm of the RX new energy in the design. For those consumers who pay attention to the appearance and taste, the Lexus RX new energy is undoubtedly a choice worth considering.

Tea beverages have become the second growth curve of Nongfu Spring.

On the evening of August 29, Nongfu Spring joint stock company (Nongfu Spring, 09633.HK) announced the interim results of 2023. Nongfu Spring’s revenue in the first half of the year increased by 23.3% to 20.462 billion yuan; the profit attributable to the owners of the parent company increased by 25.3% to 5.775 billion yuan; basic profit per share was 0.51 yuan, an increase of 24.4%.

According to wind data, since the listing of Nongfu Spring on the Hong Kong Stock Exchange in 2020, Nongfu Spring’s half-year revenue and net profit have been growing steadily. The performance in the first half of this year reached a record high, and the performance growth rate also increased significantly year-on-year.

The performance of Nongfu Spring in the first half of the past five years. from wind

In terms of business, knock-out product packaging drinking water products still contributed more than half of the performance, but the proportion of revenue decreased by more than 5 percentage points, and the revenue of water products increased by 11.7% to 10.442 billion yuan, mainly due to the improvement of the epidemic situation, people’s outdoor activities increased, and the sales of ready-to-drink channels resumed.

Tea beverages represented by "tea π" and "Oriental leaves" have become the second growth curve of Nongfu Spring. In the first half of this year, the revenue of tea beverage products increased by 59.8% to 5.286 billion yuan, accounting for a year-on-year increase of nearly 6 percentage points to 25.8%.

Nongfu Spring’s product performance in the first half of this year

The semi-annual report pointed out that in the first half of the year, the tea beverage products of Nongfu Spring Company and its subsidiaries (hereinafter referred to as the "Group") further gained consumers’ favor. Among them, "Oriental Leaf" continued to focus on product innovation. In March, the spring limited product "Longjing New Tea" returned, and in May, the new flavor "Black Oolong" was launched, further improving the category layout of "Oriental Leaf" in tea products. And "Tea Pi" continued to strengthen communication with young consumers.

According to a research report released by Haitong International on August 7, the current sugar-free tea market is maintaining rapid growth. As the single product with the largest market share of sugar-free tea, Nongfu Spring’s "Oriental Leaf" will continue to enjoy the dividends of the rapid expansion of the sugar-free tea market in our country. In addition, Nongfu Spring launched a 900ml Oriental Leaf large bottle in February this year, and a new "Black Oolong" in April to continue to enrich the taste. The continuous enrichment of Oriental Leaf flavors and packaging specifications will better help the company occupy the end point shelf and expand more consumption scenarios.

The above research report also pointed out that Nongfu Spring maintained a high-speed growth in tea beverages last year, and the revenue scale was close to 7 billion volume (corresponding to a year-on-year increase of 50.8% in revenue last year). Looking forward to 2023, under the continuous pull of the sugar-free tea industry and "Oriental Leaves", the company’s tea beverages are optimistic about moving towards tens of billions of products as a whole.

According to the semi-annual report, the group’s functional beverage product revenue increased by 21.5% to 2.458 billion yuan in the first half of this year; fruit juice beverage product revenue increased by 32.2% to 1.686 billion yuan; other products (mainly including soda drinks, gas-flavored drinks, lemon juice drinks, coffee drinks and other beverage products, and fresh fruit and other agricultural products) revenue 591 million yuan, down 8.4% year-on-year.

In the first half of this year, the Group’s gross profit was 12.31 billion yuan, an increase of 25.1% year-on-year. The Group’s PET (polyethylene terephthalate, plastic bottle raw materials) procurement costs increased due to changes in international crude oil prices, but the raw material procurement costs for cartons, labels and some beverage contents decreased compared with the same period last year. Based on this, the Group’s gross profit margin increased by 0.9 percentage points year-on-year to 60.2%.

In the first half of the year, the Group’s sales and distribution expenses were 4.695 billion yuan, an increase of 30% year-on-year, mainly due to increased investment in advertising and marketing.

In terms of inventory, focusing on key items and improving operating efficiency in the first half of the year, the Group’s inventory increased from 2.108 billion yuan at the end of last year to 2.393 billion yuan at the end of the first half of this year. Inventory turnover days decreased from 50.5 days to 50.4 days.

"With the recovery of consumption power and the increase in outdoor travel of consumers, the market scale of the beverage industry has rebounded significantly, and the development trend of diversification, sugar-free and healthy soft drink industry has gradually emerged." Regarding the performance outlook, Nongfu Spring pointed out in the semi-annual report that from the perspective of the whole year, in China, with the recovery of the economy and the gradual strengthening of domestic demand, consumption is expected to continue to expand. However, the world situation is still complex and severe. The macroeconomic trends and policies of major economies in the world are differentiated. The world economic growth continues to slow down, and inflationary pressures remain high. The Group will continue to strengthen cost control and risk management, actively seize market opportunities, and prudently respond to various challenges.

　　reading prompt

　　Bottled water actively promotes high-quality, segmented, and functional products to the general public, and the quality, brand culture, water source, brand, landing ability, and even appearance of the product become the key to determining the success or failure of the brand.

　　Beer is an indispensable drink for people, coffee and tea can help people refresh themselves in the afternoon, sweet and sour juice is loved by teenagers, and the most bland water has become the most profitable drink.

　　On September 8, Nongfu Spring, known as "the porter of nature", was listed on the Hong Kong Stock Exchange, and Zhong Shanyuan, the founder who once became China’s richest man, also ushered in his highlight moment.

　　According to Qichacha data, there are currently 64,000 mineral water-related enterprises in China. In the past ten years, the annual registration volume of related enterprises has been on the rise. In 2019, 7,393 new enterprises were registered, an increase of 103% over 10 years ago. In the first half of this year, 3,929 new enterprises were registered in the mineral water industry, an increase of 8.5% year-on-year. 71% of the registered capital of enterprises is within 1 million, and only 10% are over-10 million.

　　Industry insiders point out that the listing of Nongfu Spring will have a profound impact on the entire Chinese food and beverage industry. After this leading Chinese beverage company raised a large amount of funds through the IPO, the possible business direction change, business model transformation and new product launch may attract the attention of the entire industry.

　　Why did plain water become a "money printing machine"?

　　From the veteran Wahaha to Master Kong, and then from the high-profile Hengda Ice Spring to the strong rise of Hundred Years Mountain, from a nobody to a water giant, what did Nongfu Spring rely on to rise?

　　In 1996, Zhong Shanshan, who turned from media to business, founded Nongfu Spring. At that time, the mainstream of the packaged drinking water market was still "pure water", and Wahaha and Robust were the eldest and second in the market respectively. As a latecomer, what does Nongfu Spring rely on to make a comeback? Zhong Sui believes that for a small business to grow and develop, the type of business it operates must be unique, and it must be profiteering, because there is no scale effect for you to accumulate slowly.

　　According to the data, Nongfu Spring’s main products cover packaged drinking water, tea beverages, functional beverages and fruit juice beverages. From 2012 to 2019, it maintained the first market share of packaged drinking water in China for eight consecutive years.

　　From the brand logo of "beautiful mountains and rivers", to the classic red and white mineral water bottle design, to "Nongfu Spring is a little sweet" "We don’t produce water, we are just nature’s porters" These national advertising slogans, it can be said that Nongfu Spring is not only a drinking water company, but also a first-class design company and advertising company.

　　The sales of Nongfu Spring mainly rely on the dealer network of capillaries across the country, but Nongfu Spring is also actively exploring new retail models. Smart end point retail equipment is a new attempt. As of the end of 2019, Nongfu Spring has placed nearly 60,000 smart end point retail equipment in nearly 300 cities across the country to meet consumers’ immediate purchase needs for beverages.

　　On the Cruelty of Competition from Huiyuan Delisting

　　On August 28, Nestle ? and Tsingtao Brewery Group reached a strategic cooperation. The latter will take over the drinking water business of Nestle ? in China for many years, and Nestle ?’s own brand "Nestlé Youhuo" will also be operated by Tsingtao Brewery.

　　When Nestlé exited the Chinese market, many people were wondering whether such a big world-class giant had given up on China’s bottled water market. Was bottled water really not profitable? Soon, Nongfu Spring used its own listing to tell the answer.

　　In 2019, Nongfu Spring’s annual revenue was 24.021 billion yuan, and the profit was nearly 5 billion yuan. As for the Nongfu Spring mineral water we are most familiar with, every 1 yuan of sales revenue can bring a gross profit of 6 cents.

　　At present, Nongfu Spring is undoubtedly the king of the industry, but who can predict what will happen next. In the beverage industry, it happens from time to time to catch up, surpass and lag behind. In 2007, Huiyuan successfully listed as the first stock in Hong Kong Chinese New Year, which was enthusiastically sought after by global investors, and the scale of financing reached 2.40 billion Hong Kong dollars. In 2007, Zhu Xinli, founder of Huiyuan, ranked 91st on the Forbes China Rich List, with assets of 6.13 billion yuan on the list.

　　At that time, Huiyuan was also very popular. In addition, Coca-Cola later offered a high price of 17.92 billion Hong Kong dollars to acquire Huiyuan, Huiyuan seemed to have reached the peak of its life. However, what happened later was somewhat unexpected. The acquisition was stopped, and Huiyuan also fell into trouble due to various reasons such as illegal lending. In 2018, Huiyuan began to suspend trading, and 20 months later, the Stock Exchange decided to cancel Huiyuan’s listing status.

　　As an excellent mineral water quality in Chongqing, the reserves exceed 250 million cubic meters per year, and it also had glory in the 1980s and 1990s. During the Beijing Asian Games, Zhongliangshan mineral water ranked among the top ten in the country, accounting for 70% of the market share. Now it is no longer brilliant. Ren Minghua, secretary general of the Chongqing Geology and Mining Association, vividly likened it to "bamboo shoots after a rain, no forest". At present, except for the "Zhongliangshan" brand, which has a small number of small bottles of mineral water for supply to Zhongbai supermarkets, some hotels and enterprises, the rest are bottled, and there is almost no bottled mineral water for sale in the retail market.

　　Xu Bing, general manager of Chongqing Zhongliangshan Mineral Water Co., Ltd., told reporters that more resources and less mining are the current situation of mineral water in Chongqing that cannot be ignored. The problems hindering the development of mineral water enterprises in Chongqing are mainly "one big, three high and one low". The investment in building a factory is large, the production cost is high, the transportation cost is high, the Quality Standard is high, and the "threshold" of purified water is low, resulting in difficult development.

　　"To find a suitable, safe and clean water source, we must go through more than a dozen links such as exploration, testing and certification in the early stage. After production, in addition to paying more than a dozen taxes and fees, we also need to consider transportation costs." Xu Bing said that this is only the first step. The next market development will not be possible without huge capital investment. Under the pressure of big brands, it is difficult for small brands to break through.

　　"The fundamental problem lies in the consumption concept, and the market needs to change the consumption concept." The person in charge of the Chongqing Natural Resources Protection Bureau believes that the direction of Chongqing mineral water enterprises should be to develop together and achieve mutual benefit and win-win results.

　　How can we seek innovative breakthroughs?

　　Our country’s mineral water market has grown from scratch, from small to large, and its development speed has shocked Western peers. According to Euromonitor statistics, the sales scale of our country’s bottled water has increased year by year from 106.92 billion yuan in 2013 to 183.09 billion yuan in 2018, with an average annual compound growth rate of 11.8%. In 2019, the market size exceeded 200 billion yuan.

　　The reporter learned in the interview that China’s bottled water industry has undergone two rounds of consumption upgrades. The first round is the consumption upgrade from other bottled water to purified water. The second round is the transformation from purified water to natural mineral water. The third round will be more segmented. In the bottled water market, functional products such as maternal and infant water and children’s water have been developed to meet the consumer needs of different groups.

　　Liao Lei, Secretary-General of the China Mineral Water Professional Committee, believes that in the context of consumption upgrading, it is precisely because of high profits and a clear target market that bottled water actively promotes high-quality, segmented and functional products to the public in terms of competition. And product quality, brand culture, water source, brand, landing ability and even appearance have become the key to determining the success of the brand.

　　"I hope that mineral water producers, regardless of their size, can actively do a good job in the’core ‘and find their own development model and development space." Zhao Yali, chairperson of the China Beverage Industry Association, said that due to the domestic conditions of mineral water development and the requirements of consumption upgrading, the domestic mineral water industry is seeking breakthroughs.

In early February, the Ministry of Industry and Information Technology announced the information about two brand-new A-class cars of BYD, Qin L and Seal 06. There is no doubt that BYD will plan to expand the basic market of entry-level family car this year.

However, according to BYD’s current sales base and the annual sales target of 4.5 million vehicles, these two new cars alone are actually not enough to give them more confidence to accomplish this goal. Moreover, before the new products are launched, the brand expects the "veteran models" to stand out and bring new sales breakthroughs.

Recently, a car blogger broke the news that BYD will launch the first shot of the "price war" after the New Year:Qin and destroyer will launch the glory version, and the official guide price is only 79,800 yuan.

At the beginning of January this year, BYD cracked down on the news that "Qin Plus DM-I will be sold at a price of 69,800 yuan", but the news of "BYD Qin with a price of 79,800 yuan" still has some inaccuracies.

At present, BYD Qin PLUS DM-i has launched a limited-time discount, and the threshold for car purchase has actually reached 89,800 yuan. However, in the face of Wuling Xingguang, a player with a starting price of only 88,800 yuan, BYD will naturally not sit idly by.

Combined with the Qin PLUS DM-i Champion Edition 55KM leading model (the entry-level model on sale), some configurations can indeed be cut off, and there is still room for price reduction. "BYD Qin with a price of 79,800 yuan" is not without opportunities.

When Qin PLUS DM-i Champion Edition hit the starting price of 99,800 yuan, many people in the industry had already sweated for joint venture family cars such as Nissan Sylphy and Volkswagen LaVida.In terms of fuel economy, configuration level, space performance and other aspects that consumers pay more attention to, Qin PLUS DM-i Champion Edition has almost no shortcomings.

Based on the leading configuration of Qin PLUS DM-i Champion Edition, which configurations may be cut off by BYD Qin Glory Edition without changing the powertrain?

In terms of security configuration, Qin PLUS DM-i entry version has reached the "limit" position, only equipped with basic passive security configuration. For example, the entry-level versions of Wuling Xingguang and Nissan Sylphy are equipped with tire pressure display, while the entry-level version of Qin PLUS DM-i only provides tire pressure alarm, but overall, its safety configuration is the normal level of about 100,000 entry-level sedan.

But "BYD Qin Glory Edition" is not without room for reduction.The 88,800-yuan Wuling Starlight Standard Edition has fewer front and rear head airbags than the Qin PLUS DM-i Entry Edition on sale. Of course, Xiaotong still hopes that BYD Qin Glory Edition can still retain this configuration.

In terms of driving function and driving hardware, the entry-level version of Qin PLUS DM-i on sale provides rear parking radar, reversing image and cruise control.Xiaotong thinks that BYD Qin Glory Edition can retain the two configurations of rear parking radar and reversing image, and cruise control can be cancelled, and the built-in satellite navigation system and navigation road information display function in the entry-level version can also be cancelled. After all, a simple mobile phone stand can realize navigation function.

The entry-level version of Qin PLUS DM-i on sale is quite kind in appearance configuration. Some competitors do not provide functions such as remote starting, keyless entry, one-button lifting of the driver’s seat, and LED light sources, which are provided in the entry-level version of Qin PLUS DM-i, even more NFC keys than other entry-level sedan.

Xiaotong believes that according to BYD’s brand concept, NFC key function will be the standard of all models, and it is unlikely to be cut off. However, the keyless entry function in the front row can actually be reduced as appropriate, and only the keyless entry function in the driver’s seat is actually enough.

The next step is the comfort configuration in the car. As far as materials are concerned, the entry-level version of Qin PLUS DM-i on sale also uses a leather steering wheel and leather-like seats, while many competitors use plastic steering wheels and fabric seats, which is expected to be a reference for BYD Qin Glory Edition.

As for the configuration performance, the performance of the Qin PLUS DM-i entry-level version on sale is already "sufficient". The seat adjustment is relatively basic, and there is no electric adjustment. The number of charging interfaces in the car is only three, and the number of speakers can be reduced.However, Xiaotong thinks that BYD Qin Glory Edition can be reduced in intelligence.

The entry-level version of Qin PLUS DM-i on sale is equipped with a 10.1-inch touch LCD screen, and also has a built-in Dilink car system, which supports 4G network and basic voice recognition control. On the other hand, the entry-level models of Wuling Xingguang and other joint-venture family cars only provide Bluetooth/car phone configuration at most, and some even only provide radio configuration.

It seems that "the more you live, the more you go back", but this should be the most direct way to reduce the cost of BYD Qin Glory Edition. What’s more, the entertainment function level of the entry-level family car is very likely to be inferior to the passenger’s mobile terminal equipment. It is better to reduce it simply and then give more charging interfaces.

Of course, the above reduction of BYD Qin Glory Edition is only a guess based on the price of 79,800 yuan. Not to mention how much the version is reduced, even whether BYD Qin Glory Edition can be launched is still unknown.

But then again, if BYD Qin really launches the glory version, it will undoubtedly have a huge impact on the entry-level family car market.

According to the sales data in 2023, Qin PLUS New Energy has sold more than 320,000 vehicles in DM-i model alone, becoming the best-selling car in the domestic market. Together with the EV model with an annual sales volume of nearly 130,000 vehicles, Qin PLUS New Energy has a higher sales level than Nissan Sylphy and Volkswagen LaVida, which are around 350,000 vehicles.Obviously, this is the most direct impact of BYD Qin PLUS DM-i after directly increasing the price advantage on the basis of maintaining fuel economy and configuration performance.

Which car company is not confused by such a huge market? Unfortunately, the price and cost of the joint-venture brand family car have reached the extreme. Although there is not much market discount, many models will be sold in the way of "several generations under one roof", and consumers who only consider the cost will choose cheaper old models or "classic models".

Therefore, after so many years of development, the entry-level sedan market still has not got rid of the key word "high cost performance", and other aspects such as configuration and space are just icing on the cake. The so-called "consumption upgrade" is just packaged by some manufacturers.

Needless to say, Wuling Starlight, which started selling at 88,800 yuan, has the most direct impact on BYD Qin Plus DM-I. The data shows that Wuling Xingguang sold 10,005 vehicles in January this year, ranking second in the plug-in car market within 150,000 yuan, second only to BYD Qin Plus DM-I.

When Wuling Xingguang gains a firm foothold and maintains the sales data of more than 10,000 vehicles per month, it is actually enough to have a significant impact on BYD. For a car company that wants to complete the annual sales data of 4.5 million vehicles, the last thing it wants is to have another top-notch presence in the entry-level market.

At present, Qin L and Seal 06 have not yet played their roles, and only BYD Qin PLUS DM-i can restrain the rising sales of Wuling Starlight in time. It is not impossible to sell BYD Qin Glory Edition for 79,800 yuan. If it has not been reduced, BYD Qin will only be more "exploded".By the time BYD Qin Glory Edition is released, what else can Wuling do to keep its long-standing product cost-effective advantage?

　　BEIJING, Ningbo, August 20th (Reporter Lin Bo) In recent years, with the popularity of the Internet, "online celebrity" has become a hot word, and a group named "online celebrity" has emerged. With the help of the Internet, they have used Weibo, short video, live broadcast and other platforms to ride the wind and waves, sweeping millions of fans.

　　Different from some "online celebrity" that caters to netizens and shows off wealth and beauty, there is a kind of "online celebrity" that satisfies people’s yearning for a better life. This kind of "online celebrity" is simple, kind and responsible, sticking to ordinary posts and conveying positive social energy with his words and deeds.

　　"Bus Hiro" is this kind of "online celebrity".

　　With 43,000 fans, "Bus Akuan" named Chen Renkuan is a driver of No.790 Bus Company in Beilun, Ningbo City, Zhejiang Province. On September 3rd, 2011, Chen Renkuan registered the Weibo account of "Bus Akuan", telling about the "big and small things" in one side of the bus, sharing what he saw and felt with others on weekdays, and transmitting positive energy inside and outside the bus.

　　On June 8, 2009, 30-year-old Chen Renkuan joined the bus driver’s team and drove the 758 bus. At that time, the cross-sea bridge from Ningbo to Zhoushan had not yet been opened, and the means of transportation between the two places was by boat, and the 758 bus driven by Chen Renkuan was an important shuttle bus to and from the ferry terminal.

　　When he first joined the bus team, Chen Renkuan’s intuitive feeling was: uncomfortable.

　　"There are many passengers, and the environment of the carriage is not ideal. Sometimes there are so many people that they climb in from the window." Recalling the scene of driving the 758 road, Chen Renkuan is vivid. Because the No.758 bus passes through many villages and goes directly to Beilun Baifeng Bus Ferry Terminal, the line is long and there are many passengers, so the bus is prone to conflict or friction, which brings many problems to bus drivers.

　　This situation gave Chen Renkuan the idea of changing this atmosphere. "Changing the environment of the carriage starts with me, just like I take the lead to help the elderly, and people around me will follow suit, so that people can feel the warmth of the carriage with little effort."

　　"Start with little things." Taking this as a declaration, Chen Renkuan began to change people around him from a small carriage.

　　Seeing the old man getting on and off the bus, Hiro took the initiative to help; Seeing the passengers with more luggage, Hiro took the initiative to help carry the luggage; When seeing passengers lose their belongings, Hiro always tries his best to find the owner … … Little by little, it is outlined as a beautiful landscape on the 758 bus, interwoven and merged into Chen Renkuan’s declaration.

　　On the 790 bus that Chen Renkuan is driving now, the reporter saw several long-handled umbrellas hanging on the carriage. "This is for passengers who don’t have umbrellas in rainy days." Chen Renkuan explained that in the years of driving, passengers who didn’t bring umbrellas in rainy days were often encountered. "There are always umbrellas in the car for emergencies."

　　To Chen Renkuan’s pride, except for a 90-year-old grandmother who gave them to her because of mobility difficulties, the rest of the umbrella passengers have been returned.

　　Outside the carriage, Chen Renkuan is also keen on public welfare undertakings.

　　On May 4, 2012, Chen Renkuan and his wife collected blood samples of hematopoietic stem cells and became volunteers for hematopoietic stem cell donation. On January 26, 2016, Chen Renkuan donated 160 ml of hematopoietic stem cell suspension in Zhejiang Provincial Hospital of Traditional Chinese Medicine, becoming the 10th hematopoietic stem cell donor in Beilun, the 48th in Ningbo and the 263rd in Zhejiang.

　　And these "big and small things" that happened to Chen Renkuan, he recorded them with Weibo. "I will share the warm thoughts and uncivilized behaviors in the carriage on the Weibo."

　　Some netizens said that as long as you have taken the bus "Akuan" once, you will never forget the deep warmth in the carriage.

　　"Before, every time I took the 758 bus driven by Master Akuan, I could see Master Akuan helping the elderly and carrying luggage. He was a very enthusiastic master." Shen Jia, a citizen of Ningbo, is one of the fans of "Bus Akuan". "I have been paying attention to his Weibo for a long time, and sometimes I can learn about the road conditions and traffic jams from Master Akuan’s Weibo."

　　Of course, Lu Yu’s "uncivilized behavior" will also be "recorded" by Chen Renkuan. "Just stop signal light, feel lucky. In front is the new Audi A8. Just when I was admiring and admiring it, the driver threw a tissue. Roads are not natural garbage dumps. For the sake of a better city, please start from your side … …” Seeing such uncivilized behavior, Chen Renkuan will convert what he saw, heard and felt into words and share them with netizens.

　　"Hiro is a conscientious and good driver. Through his leading role, the overall quality of our driver has been improved." Wang Xuguang, deputy general manager of Ningbo Beilun Public Transport Co., Ltd. said.

　　Online celebrity Hiro, just an ordinary person, has no prominent background, sensational experience, and even less an elite label of "being tall", but he is a "online celebrity" with tens of thousands of fans. Perhaps moving fans’ hearts is his positive energy in ordinary posts, and he also has his own extraordinary life.

　　Chen Renkuan said: "It is not difficult to be a online celebrity, but it is easier to be a cyber-hacker." In his view, you can be a online celebrity if you stick to your heart. "As long as you do good deeds over time, you will be discovered one day."

Special feature of 1905 film network　"Is the play fast? Shouldn’t this be a normal rhythm? " When Guo Jingfei was interviewed by a group of media, he heard the comments of netizens on his new drama "I am Yu Huanshui", which was "short in length and fast in pace", and responded inexplicably.

There are only 12 episodes of "I am Yu Huanshui", which was premiered last Monday and ushered in the pre-on-demand finale on April 14th. This kind of rhythm really makes the audience accustomed to "chasing drama and running" shine.

The drama series got a good score of 8.4 points/53,000 people in Douban, which became the highest score in the opening year of domestic drama. "Short and pithy" is the key word of "Yu Huanshui".

"Yu Huanshui" can be "through to the finale" after a week’s release.

Coincidentally, there are only 18 episodes, 22 episodes and 12 episodes of Longling Cave, Imperfect She and detective chinatown, which have been released recently. In the future, there will be a number of "short plays" such as White Moonlight, Cloister Pavilion, Double Exploration, Silent Truth and Dear Freud.

In February this year, the State Administration of Radio and Television issued the "Notice on Further Strengthening the Management of the Creation and Production of TV dramas on the Internet", which mentioned that the shooting and production of TV dramas advocated no more than 40 episodes and encouraged the creation of short dramas within 30 episodes.

Under the double addition of policy guidance and market demand, does the popularity of "Yu Huanshui" mean that domestic network short plays have ushered in a "new era of development"?

Short duration, not short quality.

The new trend of network short play

The concept of "short play" mainly involves two levels: one is "the length of time", and the single episode is within 15 minutes; Second, "the number of episodes is small". Domestic online dramas usually take 12 episodes as the baseline, which is the lower limit of the number of episodes of many platform cooperation dramas, and the upper limit is generally not more than 30 episodes.

Depending on the characteristics of the network platform, short drama and seasonal broadcast have always been the main modes of online drama. However, unlike the early "family workshop" online drama, the development of online short drama in recent years has shown an obvious "boutique" trend.

Traditional film and television companies have entered the game. I am Yu Huanshui, jointly produced by Noon Sunshine and Iqiyi, brings together the "golden team" at noon: Hou Hongliang is the producer, screenwriter Wang Sanmao and Lei Zi have written Everything is Fine, and director Sun Molong has directed Parents’ Love.

Behind Longling Cave, Wanda Pictures is one of the producers. "Imperfect She" is a collaboration between Penguin Film and Dongshen Film. The earlier Oriental Wall Street was jointly produced by Tencent and FOSS. The entry of traditional film and television companies into the online drama market, especially the short drama market, will boost the upgrading of quality and volume.

At the same time, more and more "movie café s" are testing water network short plays. From Han Sanping’s early Crime Without a Certificate, starring Qin Hao, to the recent Imperfect She, which is composed of Zhou Xun, Kara Wai and Angie Chiu, and then to Guan Hu’s Longling Cave.

In the future, Liao Fan (Silent Truth), Duan Long (Double Detective), Wang Qianyuan (Sisyphus), Song Jia (White Moonlight) and other famous actors will also enter the show. Short plays and longer plays emphasize the so-called "film texture", and this "cross-border" will undoubtedly add to this.

"White Moonlight" stars Song Jia.

Wang Xiaohui, chief content officer of Aiqiyi, once summed up the characteristics of online short plays: "It’s either short or good, but short plays are easy to make fine." Short plays should attract audiences, shape characters and unfold plots within a limited space, which puts higher demands on writers, directors and actors.

In the first six episodes of "I am Yu Huanshui", the protagonist experienced high-energy plots such as car crash, cancer and organ trafficking, and completed the roller coaster experience from the bottom to the bottom, and then rebounded, which could not be finished in 30 episodes of traditional drama. A bitter but true image of "social animals" has also jumped onto the screen.

The audience can’t help but comment: "It would be great if all the plays were finished in 12 episodes."

At present, most of the domestic online short plays are suspense and crime themes. With the appearance of works such as Imperfect She with female theme and I am Yu Huanshui with absurd realism style, the short play market presents a trend of more diversified theme types and increasingly "high-quality".

Advantages and challenges

Will short plays become mainstream?

Although Qingpingle, which was broadcast almost at the same time as I am Yu Huanshui, was produced by midday sunshine, it suffered different fate in online word of mouth.

Because of the volume of 69 episodes and slow narrative rhythm, netizens sent the director "Kaizhou Zhang" to a hot search. Although the overall production of the series is excellent, the score is still around 8 points, but the rhythm of "Qingpingle" is not in line with the viewing habits of the online students.

According to the official data of iQiyi, the abandonment rate of long dramas is rising rapidly, reaching 56% in the first quarter of 2018. At the same time, the novelty rate of the last episode of short dramas with less than 24 episodes reached 20%, and that of long dramas with more than 45 episodes was only 6%. Users are more likely to pay for high-quality short plays.

A Le, who is engaged in the development of online drama, told Xiao Dianjun that the current audience is "getting impatient". They usually brush Tik Tok, Aauto Quicker and bilibili, and the video will be scratched if it fails to attract his attention for 3 seconds. This habit will naturally be brought to the process of watching the drama, so the requirement put forward by the platform is often a word "fast".

In February this year, the Notice issued by the State Administration of Radio and Television clearly pointed out that it was resolutely opposed to artificial "water injection" and lengthening the number of episodes, and short drama creation within 30 episodes was encouraged. From January to November, 2019, the average number of recorded TV dramas has dropped from 40 episodes in the same period last year to 38 episodes, and the total number of episodes has dropped by 27%. The creation of short plays with "concentration is the essence" is both a policy orientation and a market demand.

At the 7th China Internet Audio-visual Conference held last year, Wang Xiaohui predicted that "short plays will reach a phenomenal peak in the next three years." Platforms such as Youaiteng have also accelerated the layout of online short plays.

On February 25th this year, Youku released the "White Paper on Youku Short Play Cooperation", which fully opened the cooperation of short play content, and provided partners with a series of services such as content distribution, joint marketing and commercialization realization through Youku content open platform.

Content demand of Youku short play

White Moonlight, co-produced by Youku and Wuyuan Culture, starring Yu Entai and Song Jia, and Cloister Pavilion, adapted from Keigo Higashino’s novel, are highly anticipated.

Iqiyi has created strong genre short plays for users through two theaters: Love Youth Theater and Strange Suspense Theater, and produced many dramas such as Hancheng, Ferry of Soul, The Best of Us, Little Master and Slow Down. In the future, there will be Silent Truth starring Liao Fan and White, and Very Witness starring Song Yang.

Tencent, Oriental Wall Street, Longling Cave and Imperfect She are all jointly produced by Penguin Film and Television. Tencent video also launched the "hot pot drama" incentive plan in conjunction with hot pot video. Short plays such as "Double Detective" starring Duan Long and "Skyscraper" directed by Chen Zhengdao will also meet the audience soon.

Skyscraper (16 episodes) directed by Chen Zhengdao, Zhaoren Xu and Wu Zhongtian is highly anticipated.

While the prospect is bright, the network short play market is also facing many challenges.

First of all, although short plays are not low in cost, the pursuit of "quality" and "film sense" often means higher investment. As a producer and chief screenwriter, Chen Sicheng once revealed that the production cost of a single episode of the online drama "detective chinatown" exceeded 10 million yuan. The rough estimate cost of Oriental Wall Street is more than 32 million RMB.

In contrast to the high investment, it is a relatively short period, and it is difficult for short plays with more than 10 episodes to play the "long tail effect". Without joint investment with the platform side, according to the current mode of buying dramas mainly based on the number of episodes, the profit space of producers is limited. The short broadcast cycle also poses a challenge to publicity and marketing, and it is not easy to gradually ferment word of mouth.

In addition, the audience in China have not fully adapted to the rhythm of short plays and the mode of weekly shifts, and the habit of watching plays needs to be gradually cultivated. For example, many viewers reflected in the barrage of "I am Yu Huanshui" that 12 episodes are not enough to watch, and it takes too long to wait for a week to update.

In the long run, the combination of long and short dramas will still be the development direction of the online drama market for a long time to come. As pointed out in the Notice of the State Administration of Radio, Film and Television, "the number of episodes of TV plays depends on the content." The number of episodes is not the standard to judge the quality of dramas, but the right way to create online dramas is to refuse to inject water, reduce the quantity and increase the quality, and deepen the content.

Guo Jingfei’s words in the interview are very thought-provoking: "Many people watch TV dramas at twice the speed. Why should we torture the audience like this? Cut all the things that should be cut well. Isn’t this respect for the audience? "