Changan Qiyuan E07 opens pre-sale, independent "Cybertruck"?

Seeing that the 11th Golden Week is coming, various brands are scrambling to release new models, lest they miss the last opportunity to sell cars this year. This, just past September 22, in Chongqing Ecological Island – Guangyang Island officially opened the global pre-sale, according to the car review agency, the pre-sale price of Changan Qiyuan E07 is 249,900 yuan, and enjoy certain limited-time rights.

In fact, when it comes to Changan Qiyuan E07, the design concept and product positioning of this car are quite interesting. It is claimed to be the world’s first mass-produced variable SUV. Like Tesla’s Cybertruck, it is the only mass-produced model in the world equipped with a central ring network architecture. Let’s follow the car review agency’s perspective and take a look at this car.

In terms of appearance, the design of Changan Qiyuan E07 is quite sci-fi, especially the light strip on the front of the car, which has a sense of sight like a galaxy battleship. The overall back-running design makes most young people feel too cyberpunk when they see this shape. And this car can also open the trunk in sections like Tesla’s Cybertruck, making it easier and more flexible to pick up and carry items. The length of more than 5 meters, as well as the leading 3120mm wheelbase in the same class, plus the width of 1996mm and the height of 1695mm make the whole car full of momentum.

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Although the interior design is not particularly complex, it can still give a very textured design style and interior materials as a whole. Moreover, the voice interaction system of Changan Qiyuan E07 can give the occupants more convenience. It can not only be used to solve all the control functions in the car, but also can perform voice lane change and voice acceleration and deceleration. In this way, you can basically just move your mouth and not do it. In addition, in terms of comfort, Changan Qiyuan E07 is equipped with double front-row zero-gravity seats with leg supports as standard, which directly fills the comfort experience. Moreover, the seat ventilation, heating, and massage are also equipped in the front and rear rows, focusing on a front and rear row with equal rights.

The Changan Qiyuan E07 series comes standard with an 800V silicon carbide AI platinum power platform, equipped with a 440kW high-efficiency drive motor, which can output a maximum torque of 645N · m. The measured 100-kilometer acceleration only takes 3.96 seconds. This acceleration result, even if the supercar is coming, it is difficult to get out of the whole body, right? Moreover, the curb weight of this car is 2.4 tons, but the measured 100-kilometer braking distance is less than 36 meters. This result is definitely enough, right? In addition, the extended range version of the model is equipped with the latest generation of Changan Tianyu intelligent extended range platform independently developed by Changan Full Stack. Noise control is also its highlight, which can also solve mileage anxiety.

In terms of the chassis, Changan Qiyuan E07 is also trying its best to fill it up. The air suspension system + CDC intelligent magic carpet suspension has the functions of adjustable suspension height and hardness, which can offset the vibration and impact of the road as much as possible. At the same time, it can also ensure the movement of its suspension, which can be hard or soft, to solve the contradiction between your motion control and comfort.

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Car review observation:

In terms of product positioning, the Changan Qiyuan E07 is a bit niche, but the overall performance is very much in line with the needs of most people. It can be said that the Changan Qiyuan E07 is a car that can make people stand out, and there are not even any direct competitors on the market. However, the starting price of the Changan Qiyuan E07 is also relatively high. Competing at this price sometimes requires a little luck, so do you think this car can achieve a good sales result? Welcome to discuss in the comment area.

"Anger · Serious Case" holds the crown of the sun, Nicholas Tse surprises the audience with flowers

1905 movie network news Directed and produced by, and starring in, the film has been released so far, and has won the single-day box office championship for 14 consecutive days. The film has not only achieved excellent box office results, but also won high praise from audiences on major platforms by virtue of its strong reputation.


A few days ago, Nicholas Tse and "Anger · Serious Crime" came to Shenzhen roadshow. The Qixi Festival is approaching, Nicholas Tse and McHenry prepared roses for the audience, and they also wore masks to pretend to be staff members to deliver flowers to everyone. After being recognized, there was a lot of screaming, and the atmosphere was quite enthusiastic. In the face of the audience’s enthusiastic expectations for the next work, Nicholas Tse also said that he was watching a lot of new scripts, but his favorite is still action movies.


The audience sends Nicholas Tse a curling iron: "weld" long curly hair on the head

The MMA coach kicked the gym on the spot, and Nicholas Tse wore a boxing cover to "challenge"


In the film, Nicholas Tse’s long curly hair and sunglasses suit impressed the audience quite a lot. During the roadshow, the audience even sent out curlers on the spot, shouting that Nicholas Tse’s "hairstyle is too handsome, I hope to’weld ‘the long curly hair on my head". Another audience member kicked the hall on the spot, saying that he was an MMA mixed martial arts coach and wanted to feel Nicholas Tse’s fighting level. Nicholas Tse happily beckoned to fight, and the audience exclaimed "don’t slap in the face". After the exchange, the audience sighed, "I feel that Tingfeng is a professional-level player, with a high level and good consistency."


When asked about the most memorable and difficult scenes, Tse responded, "The interrogation room is the most memorable, the Tsim Sha Tsui shootout is the most difficult to shoot, carrying a real gun every day from 7:00 am to shoot thousands of shells, and the police will come to check the situation." During the interaction, Tse prepared a signed T-shirt for the audience and expressed his gratitude to all the fans, "Thank you very much for your support of the movie’Angry Crime ‘. We will bring good works to you as soon as possible."


Nicholas Tse improvised to "scare" the entire set

McHenry’s Glowing Sword Live "Revenge"


In a scene where Qiu Gang taught Young Master a lesson in the film, Nicholas Tse suddenly yelled at McHenry with anger, his lines were very explosive, and McHenry’s scared reaction was also very real. When talking about this scene, the audience lamented that they were really scared. Nicholas Tse revealed that this part was improvised by himself and did not tell anyone. The whole set was startled, and McHenry also confessed, "I knew he would explode, but I didn’t expect it to explode like this."


During the interaction, some audience members gave McHenry a glowing sword, wishing him invincibility through thorns, and McHenry took the sword to "take revenge" on Nicholas Tse. Another audience member brought a variety of flavors of chewing gum for "Young Master" McHenry, who loves chewing gum in the play. McHenry also responded to the audience’s curiosity about chewing gum, "Young Master’s face is paralyzed, chewing gum may be conducive to recovery, so he took the initiative to communicate with the director, and the director accepted my suggestion."


Hu Ge and Yang Zi Tengger, who is the favorite star of the online platform?

Text | Xinghui

Editor | Shi Can

Recently, the sound of learning to meow has always sounded in the elevator.

"Seven Cats, Seven Cats Meow Meow Meow…" Tengger’s rugged tone was accompanied by the background melody, and the brainwashed lines were repeated over and over again, "bombarding" every office worker indiscriminately. Under the cat’s meow, all living beings are equal.

Image source Weibo @Tiying Media

This elevator advertisement comes from the digital reading platform "Seven Cats Free Novel", and the singer Tengger’s title in it is the spokesperson of the Seven Cats brand. Coincidentally, in August this year, the comprehensive reading platform "Fanqie Novel" officially announced actor Yang Zi as the brand spokesperson.

Earlier, China Literature Limited had officially announced actor Hu Ge as the spokesperson of Reading Literature IP, and actor Song Yi also served as the ambassador of Reading Literature Recommendation Group… Whether it is a free reading force or a paid online position, celebrity marketing is no longer a new thing.

Why have big-name spokespeople become the norm in the online industry? Today’s online marketing has evolved to what stage?

What kind of celebrity can become an online spokesperson?

Teacher Tengger came to brush his face again.

After learning to call the elevator advertisement was launched, people in Weibo Square often lamented the "magic" of this advertisement. Some people were troubled by the loop of the elevator advertisement, while others sensed a subtle contrast from the reincarnation of meowing: "When I got out of the elevator, I started to search for’Tengger learns to call the cat ‘."

The reason why Seven Cats chose Tengger’s endorsement is obviously inseparable from the latter’s wonderful path of "becoming popular again" over the years.

As a well-known Mongolian singer, Tengger’s heroic grassland-style songs were sung all over the country in his early years. However, his popularity in today’s Internet space is not due to his pure majestic style, but because of his subversive "Uncle Meng" image.

Since the original song "Peach Blossom Land" became popular in 2013, Tengger’s style of painting has shifted step by step. He returned to the public eye, went on variety shows, played cross-border, and covered many popular songs in contrasting ways, such as the cover of Zhang Shaohan’s masterpiece "Invisible Wings" to sing the hard atmosphere of "Wings of Steel"…

Image source Bilibili

On the eve of Double 11 in 2019, the news that "Tengger will sing" Love Circle "on the same stage as Hanazawa Cilantro" spread all over the Internet, causing his cross-dimensional character to come out of the circle again. Although the news was eventually clarified, Tengger did interact with the two-dimensional field frequently since then.

In the tide of netizens playing stalks or imitating, Tengger himself settled in Bilibili and gradually occupied a place in the front line of youth culture. An interesting fact is that as of get the manuscript ready, Tengger’s Weibo fans were about 1.148 million, while Bilibili fans far exceeded the former, up to 1.839 million.

From this perspective, it is not surprising that Seven Cats chose Tengger. In fact, before the free online platform took action, Tengger was already called a "treasure for young people" in the marketing industry.

For example, game companies that also point to the online generation circle have frequently invited Tengger to help sing. The music marketing events of products such as "Honor of Kings" and "The Strongest Snail" have the figure of this real-world friends. The Tengger version of "Mangseed" released by "Fantasy Westward Journey" has gained over 12 million views in Bilibili, and there are still netizens who often "come again billion times".

To the Seven Cats, Tengger was not a celebrity spokesperson for the idol line. His advantage was his interdimensional humorous persona, which was backed by a high reputation, good popularity, and the scarcity of being close to young people.

In contrast, Tomato chose Yang Zi for another reason.

On August 3, Tomato Free Novels officially announced Yang Zi as the brand spokesperson. As a familiar actor, Yang Zi has continued to be active on the screen in recent years, starring in "Ode to Joy", "Honey Sinks Like Frost", "The Rest of Life, Please Instruct", "Sauvignon Blanc" and many other film and television dramas. What they have in common is that they are adapted based on the novel IP.

Fanqie Novel official account

During the official endorsement, Yang Zi said this sentence: "Different characters are different lives." In this context, the actor’s past role performance is a bridge, guiding the audience back to the source of mainstream IP content – that is, the major original online platforms.

Regarding this cooperation, Fanqie Novel also said: "We hope that through Yang Zi’s endorsement, we can better shape readers’ awareness of the reading platform and create a newer and more interesting reading experience for readers."

Similarly, after the 2015 adaptation of "Langya Bang" became a hit, the star Hu Ge in the play collaborated frequently with the original source, China Literature Limited.

As an old friend of Reading Literature, Hu Ge not only played the well-known IP role, but also was a reader famous for his reading interests. Therefore, from his early endorsement of QQ Reading to his subsequent role as the spokesperson of Reading Literature IP, Hu Ge has continued the positioning of "reading advocate" with a slight literary attribute, echoing the cultural tone required for reading literature.

Image source Weibo

Overall, online platforms choose celebrities with different ideas, with different focuses on popularity, resume, and personality. However, the vision is ultimately the same, that is, to use users’ awareness of celebrities to strengthen their awareness of the platform.

When celebrity endorsers became the new "standard" for online platforms, more important marketing trends emerged.

From warlord to celebrity marketing

Web promotion is a profound knowledge.

At different stages of development, online platforms have different marketing goals and technical carriers, and they show very different appearances. For example, the most common and basic form of online marketing is like the game industry’s ancient user acquisition through ads, with short and eye-catching text with rough pictures, and strive to attract readers’ interest in the shortest time.

On the male channel, they can be 10,000 kinds of bizarre reversals, where the dragon king, the rich man and the old ancestor come together. On the female channel, they have turned into jaw-dropping tyrannical literature. The lady knows whether she is wrong today, but the readers who swipe the advertisement must know and reflect.

source network

In this way, graphic advertisements have brought curious glances to large and small online text sites, and they have grown brutally lively. To this day, these gimmick copywriting is still a source of joy everywhere on the Internet, and has bred many famous scenes.

After that, a landmark turning point was the ouster of the "Crooked Mouth God of War".

In 2020, a series of advertisements labeled "Crooked-Mouth God of War" suddenly became popular. The so-called "Crooked-Mouth God of War" comes from the crooked smile displayed by actor Guan Yunpeng in many online advertisements, which often appears at the climax of the plot.

For a time, the original film, editing and parody version of "God of War with Crooked Mouth" swept through Douyin, Kuaishou, Bilibili, Weibo, Hupu and other major platforms. These advertisements have a strong routine color, repeating the scenes of the protagonist pretending to be a pig to eat a tiger and slapping the face in reverse, accompanied by copied and pasted dramatic conflicts and highly similar villain remorse.

The crooked-mouthed God of War was always a useless son-in-law at first, but the ending had unpredictable identity options: God Doctor, Dragon King, God of War, Patriarch… It was such a simple and direct plot framework that made countless netizens unable to stop, embarrassed and happy.

Image source Bilibili

The wry-mouthed God of War, which has become popular in the banter, is a representative of the maturity of online short video advertising.

In the context of the short video pandemic, online short video advertisements have come into being. They go a step further than graphics, using Facebook’s character library to extract core scenes from long, cool articles and shoot short dramas that are one to two minutes long. These advertisements strive to stimulate user interest in a very short time and actively cater to the fragmented public reading habits.

It is worth noting that the popularity of short video advertisements on the Internet does not mean that graphic advertisements disappear. In fact, the two complement each other, embedding short video platforms, browser recommendations, application information flows, and many other scenarios in parallel, to build an information flow empire of Shuangwen marketing, and you can see seven dragon kings smiling at your evil charm by moving a brick at random.

After introducing the emerging media power of short videos, online marketing has further helped new and old platforms to explore market growth. In fact, the years when in-feed ad gradually innovated and grew, it basically corresponded to the rapid growth of free reading platforms under Internet giants such as Douyin and Baidu.

With the slowdown in the growth of the platform, online marketing has undergone new changes, the core feature is the rise of brand status in the appeal of communication. Online giants have tacitly increased branding efforts, opened up marketing dimensions other than customer acquisition and conversion, hoping to keep the country while fighting.

So we can see that Qimao has tested the waters of Xiaohongshu, live broadcast and other brand operation channels, implanted variety shows such as "Yearning for Life" and "Ace to Ace", and appeared in front of young netizens more and more frequently.

Tomato also made frequent attacks online and offline. In July, it just cooperated with the traditional literary circle and the online literary circle to hold a live broadcast conversation. In August, it appeared at the 2023 Shanghai Book Fair with a series of works…

Image source Weibo @Tomato Free Novel

Recently, the celebrity spokespeople who have tacitly embraced the two reflect the current emphasis and investment on brand marketing on online platforms.

If we want to describe, the evolution of online marketing is not a segmented line, but closer to a gradually expanding network. New media and new needs are entwined on it, and the main axes of seeking increment and maintaining stock have been highlighted one after another, prompting online platforms to go offline and to the public.

Free to pay, each with a story

When it comes to star marketing to assist in brand building, the relatively long-established paid online platform is undoubtedly a pioneer.

As early as May 2016, China Literature Limited showed a big deal on this matter. That year, QQ Reading officially promoted Hu Ge as the spokesperson, and at the same time launched a large-scale offline promotion. Hu Ge’s large poster can be seen in many crowded subway stations in Beijing, Shanghai and other places.

Image source Writer’s Assistant official account

You know, in the field of digital reading at that time, such promotion was rare. Since then, Reading Text has also launched the special concept of "IP spokesperson" early, which has attracted a lot of attention from the online literature industry.

It is worth noting that although free online platforms are now following up on star marketing, there are still differences in the strategic priorities of the two camps. Even if the same star appears to shoot a promotional short film, the two sides have different expression priorities.

For example, at the same time as the official spokesperson, Fanqie Novel released a short film "Fanqie Novel Today", which depicted several typical reading scenes, exposed the pain points of digital reading, and showed Yang Zi to express the reason for "Fanqie Novel".

In the short film, Fanqie Novel shows the familiar situations of payment restrictions and author interruption, relying on Yang Zi’s interpretation to emphasize the advantages of tomato free reading, one-click promotion and other products. Yang Zi’s image of shuttling through it is very close to the celebrity spokesperson in people’s traditional imagination.

Image source Fanqie Novel

On the other hand, the short film in which Reading invited Hu Ge to appear focuses on the next link in the online text industry chain.

After Guan Xuan served as the spokesperson of Reading Literature IP, Hu Ge appeared in the short film as a storyteller who loved stories and recommended three popular online works to the audience, namely "Shanghai Prosperity", "Great Doctor Ling Ran" aimed at the medical industry, and "The First Sequence", a fantasy adventure.

China Literature Limited official account

Although it is related to online text recommendation, the focus of this short film is not on the digital reading end, but on the reconstruction of several representative scenes in the story in the form of images and the visualization of words. Here, Hu Ge’s role seems to be closer to a "cultural promotion ambassador".

He introduced to the camera: "Through the paid data of hundreds of millions of readers, [Reading Text] selects the best stories suitable for film and television adaptation, and expects them to appear on the screen and burst out with more powerful charm."

In summary, the difference between the two kinds of star marketing reflects the difference between the development strategies of the two online publishing camps. There is an inherent time difference between the free online publishing platform and the paid online publishing platform in the formation time, which to a certain extent leads to the difference in the current business form.

The former focuses on product iteration and platform construction at this stage, and stars are the guides to shape user cognition; the latter turns its attention to the downstream IP adaptation chain more, aiming to play the advantages of paid network text reserve IP, and stars are more like amplifiers that extend IP appeal.

After saying goodbye to going it alone and embracing celebrity marketing, today’s online platforms have begun to borrow power from outside the circle, each with its own story to tell.

Combined with the "2022 China Digital Reading Report" released by the China Audiovisual and Digital Publishing Association, the scale of China’s digital reading users reached 530 million in 2022, an increase of 4.75% year-on-year. At the same time, the overall revenue scale of China’s digital reading market was 46.352 billion yuan, an increase of 11.5% year-on-year. Among them, copyright and advertising revenue have gradually become the driving force for the development of the industry scale, and are responding to the long-term direction of paid and free online texts.

If the platform can broaden the market through innovative marketing paths, the local online industry is expected to burst into more fresh vitality, further attract readers and creators, and then leave more Chinese stories worth telling.

When the world is without fuel cars…

203X!

23:50

In 10 minutes, my car will be destroyed. The sun will rise tomorrow as usual, and there will be no gasoline cars in this world.

Many years ago, countries introduced countdown watches for fuel vehicles one after another, but people at that time did not take it seriously. They optimistically estimated that it was impossible to completely eliminate fuel vehicles, and at most, fuel and electricity were mixed. But this day has not only come, but also is very thorough, very crisp, and even a little cruel.

I am the last people in the world who still own a gasoline car. We are the car nails of this era. We will die sooner or later, and it will only take time. The world around us is already electric. My wife, my eldest daughter, my youngest daughter, although she is only 14 years old, she already has her own car, because the driverless mode does not require her to be an adult, nor does she need a driver’s license.

23:51

Back then, my driving coach was a middle-aged frustrated man, very thin and tall, who didn’t talk much. He didn’t have the habit of scolding people, and he wouldn’t ask students for Chinese cigarettes, but I still bought him every few practice sessions because I thought he was lonely.

I am also lonely.

At that time, I was unemployed and lovelorn, and every day I had a stone stuck in my heart, causing trouble with the world. In the hot June, no one at the driving school practiced driving, so I decided to practice. When I got dizzy from the sun, the coach drove the car to the shade, and we smoked one by one.

The driving school is gone. Where has the coach gone?

23:52

The reverse parking that tormented me is still tormenting me hilariously.

After the large-scale application of electric vehicles, there is a reversing mode in the car, and the computer can help the owner to park accurately, which directly leads to companies, shopping malls, and even residential areas to reduce the parking space to a little bit. Refusing to park automatically, like me, I used to reverse the car and put a rudder directly into the warehouse, but now I have to turn the steering wheel several times. It almost brought me back to the terrifying moment when I took the driver’s license test more than ten years ago.

23:54

Six minutes to go. Six minutes to myself.

Ever since I have a car, what makes me most happy is not the pleasure of driving, but the feeling of sitting in the car in a daze. Turn off the engine, the car becomes quiet, and I can hear the crunch of leather when I move my body.

The car became a container for me to be alone, without fuel, rice, oil and salt, without intrigue, and the highly concentrated energy after driving was released in an instant. It also became my only unscrupulous place to cry. Sitting in the car wrapped in steel, I was like a baby, and it didn’t matter if I cried.

No more.

The accurate positioning notification of the smart electric car allows my wife to know that I have arrived at the door as soon as possible. If I don’t go home in time, it will attract her attention. Sorry, this gaze is the burden of my speechless look back.

23:57

But I can’t say I’m not happy, and people who are dependent and needed have no right to be unhappy.

From the moment I formed a family with my wife, I vowed to be someone who would bring her happiness as well as my own.

I still remember the first time I went on a date with my wife. I was waiting for her downstairs in my second-hand car. I was afraid that she would dislike my car, so I wiped it well before going, and even the floor mats were dusted, trying my best to be spotless.

The first date was a success, if not for the wife throwing up before getting out of the car.

The second-hand car had many problems. The door rattled, the brakes were stepped on for a meal, and the most important thing was that the gasoline smell was heavy. The wife said that she wanted to vomit when she got in the car.

23:58

I am the 367th person in the world to still own a gasoline car.

Owners of fuel vehicles have a separate cloud community, each with their own virtual coordinates. When someone switches to an electric vehicle, their coordinate indicator will no longer light up.

More and more lights are going out around the world.

It is said that at midnight tonight, there will be intelligent machines controlling public order towing my car.

Friend asked me, why do you stubbornly drive a fuel car? Are you refusing to move forward and want to go against the trend?

And at that moment, I had the answer: I don’t want to go against the world; I just simply don’t want one choice. The tide pushes us forward, but it shouldn’t take away the right to choose.

I like the smell of gasoline, I like the feeling of not so smooth at the beginning, I like to sit in the driver’s cabin in winter and wait for it to wake up. It is my memory, it is an era.

23:59

I hastily opened the door and strode home.

Goodbye, fuel truck.

This article is purely fictional

The story takes place in 203X. At that time, the fuel cars in the world completely disappeared. I am grateful for the time when gasoline cars accompanied human beings. The author boldly imagines how people’s lives, work, emotions, etc. will change in the virtual future, and whether those constant warmth and pursuit are also worthy of our occasional reflections today… In the next issue of "After the World Without Fuel Vehicles…", we will continue to walk into your/my/his future car world.

SAM series serialized micro-novels, creator profile

illustrator

Ye QianqianArtist and designer, born in China, now lives in San Francisco, USA. The artist has emerged from an architectural background and explores the complexities of human-computer interaction. His works cover a variety of mediums such as architectural design, new media, and ink painting. His latest solo exhibition "Alone Not Alone" recently opened at the Landry Gallery in San Francisco. The artist has been active on the social software Instagram for a long time, personal account: @44ian.

Writer

There are billions(Pen name), a freelance writer, who likes all kinds of new and interesting things, loves the way of "opening your mind and opening your eyes", tears and laughter are both low, and you like to get into the movie theater that is smeared with black paint, giggle or cry, and bring your own tissues.

……………………………

Original production by Shanghai Automobile Museum, please indicate the source when reprinting.

Follow the Shanghai Automobile Museum and explore fun and interesting car stories together (WeChat official account: shqcbwg).

Rush to the hot search! 219 million yuan in the men’s two-color ball, and 5 million yuan in donation!

  What, someone won the lottery and donated 5 million?

  # 219 million in the men’s two-color ball donated 5 million #

  Chong chong re sou

  As we all know, under normal circumstances, the lottery prize is capped at 5 million, and just recently, someone actually donated a "first prize" for public welfare! Such a big deal is Mr. Li, a lucky man in Guangxi who just took away "two small goals" on the morning of October 24.

  Things should start with the lottery of China Welfare Lottery No.2022120 on the evening of October 20th. In the current period, there were 43 first prizes in the country, with a single prize of more than 5.48 million yuan, of which Guangxi won 40 bets! Moreover, the first prizes of these 40 bets are from betting station No.45010316 and betting station No.45016072 in Litang Town, Binyang County, Guangxi Province, with 20 bets in each station, and the betting method is single bet and 20 times bet! In other words, the 40-note prize belongs to two lottery tickets, and each lottery ticket only costs 40 yuan, winning 109.7 million yuan respectively! Both betting stations are located in Litang Town Department Store, Binyang County.

  According to past experience, the same betting method, betting station in the same place and winning the grand prize in the same period will often be won by the same person. For example, the 565 million double-color ball that we won in Xinchang, Shaoxing, Zhejiang Province was bought by the lucky ones at two betting stations. This prize, which ranks second in the lottery history of China, was awarded in the No.11086 issue of the two-color ball on the evening of July 26th, 2011. The prize of 5.14 million with 110 bets was won in Zhejiang, which came from three lottery tickets sold by two betting sites in Xinchang County, Zhejiang Province. Two of the lottery tickets selected two bets with the same number and made 25 times bets respectively. The ticketing time was about 1: 50 pm on the day of the lottery, only 34 seconds apart, and the serial numbers were connected. In addition, there are 10 first prizes from another Fucai betting station about 1 km away. The winning lottery will bet 10 times on the number of one note, and the ticketing time will be 5: 30 pm on the same day. Finally, the grand prize winner appeared to redeem the prize, confirming that all three tickets were from one person, and won a total of 565 million grand prizes for the two-color ball!

  As expected, the first prize of Guangxi’s 40 notes was also won by one person. On the morning of October 24th, Mr. Li received a pre-tax cash check of 219 million yuan from Lan Ting, secretary and director of the General Party Branch of Guangxi Welfare Lottery Distribution Center, and donated 5 million yuan on the spot to entrust Guangxi Welfare Lottery Center for public welfare.

  Mr. Li is a big fan of welfare lottery. More than ten years ago, he began to buy Fucai two-color ball lottery tickets. After four or five years, he didn’t win the grand prize. So Mr. Li considered changing a betting method and selected a group of numbers that were pleasing to the eye to start chasing the number. However, "most of them didn’t win, and occasionally they won dozens of pieces." Because of his hobbies and family members’ no objection, Mr. Li also had a normal heart about not winning the prize. "The money invested is acceptable, mainly to buy a hope."

  On October 20th, he passed a lottery betting station in Litang Department Store, Binyang County, Guangxi, and bought three lottery tickets in 160 yuan. At that time, Mr. Li played a 20-fold lottery ticket on a betting machine in the betting station. Before long, he felt that this group of numbers was very "heart-warming". When he went forward to play the ticket, the salesman was busy helping another lottery buyer to redeem the instant lottery prize, so another salesman helped him to play the same group of 20-fold lottery tickets on another betting machine in the station. Unexpectedly, these two lottery tickets actually won 109.7 million yuan each! Mr. Li said that this group of numbers, that is, the multiples bought in the last three periods, were more than expected to be so lucky. In addition, he also chose a "6+2" small double-color ball lottery, and won the 100 yuan Prize.

  On the evening of October 20, Mr. Li went to sleep before the current two-color ball lottery. It was not until the morning of the 21st that he brushed his mobile phone that he realized that Litang Town had won the first prize of 40 times the two-color ball. At first glance, it was the group number that he had kept for many years! I stayed up all night that day. On the morning of the 22nd, Mr. Li took a bus to Nanning and found a hotel to stay. "They are all sleeping in the hotel, afraid to go out and lose the lottery." He said.

  Unlike most grand prize winners, Mr. Li was very calm after winning the prize. "I didn’t tell my wife and children that they were too bloated and wouldn’t work or work hard in the future." At present, Mr. Li’s family and friends don’t know that he won the grand prize. As for the use of this bonus, Mr. Li said that he hasn’t thought about it yet, and he will slowly plan how to use it. After visiting Guangxi Welfare Lottery Culture Exhibition Hall, Mr. Li deeply realized that part of the funds for purchasing lottery tickets were used for public welfare undertakings such as "helping the elderly, helping the disabled, saving the orphans and helping the poor", so he decided to donate 5 million yuan from the prize money and entrust Guangxi Welfare Lottery Center for public welfare undertakings.

  Comprehensive: Guangxi Welfare Lottery Distribution Center website, Zhejiang Fucai

Source: Guizhou Radio and Television Station

What is the moral and symbol of Christmas? Who is Christmas commemorated?

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Christmas symbolizes love and sacred faith. Christmas is a day of celebration and jubilation abroad. For people in Europe and America, Christmas is like the Spring Festival in China. They have Christmas holidays, give Christmas gifts and participate in various Christmas activities.

The real meaning of Christmas is to commemorate the birth of Jesus. Christmas Eve on December 24th and Christmas Day on December 25th are all related to the legend of the birth of Jesus.

At the beginning of the 4th century, January 6th was a double festival for churches in the eastern Roman Empire to commemorate the birth and baptism of Jesus, that is, God revealed himself to the world through Jesus.

This day is also the winter solstice festival of the Roman calendar, which means the beginning of the recovery of everything. Perhaps for this reason, the Roman church chose this day as Christmas.

Christmas is the biggest festival in the Christian world. It is generally believed that December 25th, as Christmas, may have started in the Roman Church in 336 AD.

Because the calendars used by local churches are different, the specific dates cannot be unified, so December 24 to January 6 of the following year is designated as the Christmas Festival, and local churches can celebrate Christmas during this festival according to local conditions.

In many countries in Europe and America, people attach great importance to this festival and associate it with the New Year. The excitement and solemnity of the celebration greatly surpassed the New Year and became a national holiday.

The symbol of Christmas tree

It is said that the Christmas tree first appeared in the Saturnalia in mid-December in ancient Rome, and the German missionary Nicholas used vertical trees to worship the infant in the 8th century. Subsequently, the Germans took December 24 as the festival of Adam and Eve, and put a "paradise tree" symbolizing the Garden of Eden at home, and hung cookies representing the sacred bread to symbolize atonement; And lit candles to symbolize Christ. In the 16th century, Martin Luther, a religious reformer, designed a Christmas tree with candles in it for a starry Christmas night.

However, there is another popular saying about the origin of the Christmas tree in the west: A kind farmer warmly entertained a wandering child on Christmas Day. When leaving, the child broke off a branch and planted it on the ground and immediately grew into a big tree. The child pointed to the tree and told the farmer that every year today, the tree is full of gifts to repay your kindness. Therefore, the Christmas tree people see today is always full of small gifts. Designed by Horsley. The card depicts a noble family, and three generations raise their glasses together to congratulate an absent relative. At that time, he printed 1000 copies, and the unused printing house sold them at a price of 1 shilling each. So the Christmas card was born.

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What is the future of domestic beauty products after taking stock of the double 11 list for 7 years?

The contest between domestic brands and international brands has always been a hot topic in the beauty industry.

In the past double 11, domestic brands finally won a staged victory: Polaiya won the first place in the beauty industry of Tmall and Tik Tok, and the first place in the beauty industry of JD.COM, which is the first time that domestic brands have topped the beauty list of Tmall double 11 since 2018. Earlier in October, Polaiya released the third quarter financial report, and the company’s revenue in the first three quarters reached 5.249 billion yuan, ranking first among cosmetics listed companies in China. From these perspectives, the industry pays attention to and studies Polaiya not only to find an answer for its success, but also to find the direction of the evolution of domestic beauty products.

At the same time, international brands are still aggressive. L ‘Oré al China’s double 11 Battle Report shows that it is the beauty group with the largest number of short-listed brands in the TOP list of Tmall, Tik Tok and JD.COM, and maintains a leading position in high-end beauty, high-end dermatological skin care, make-up, hair care and so on. During the 6th China International Import Expo(CIIE), many beauty giants announced the launch of new products and new skin care technologies, showing their attention to the China market.

As important industry weathervanes, double 11 Dapromotion and China International Import Expo(CIIE) represent the "offensive and defensive" strategy and evolution direction of beauty enterprises. It is difficult for us to draw any conclusions from the short-term ranking changes and new trends in enterprises, and we need to lengthen the cycle to look at it, but perhaps we can find the frontier trends of the beauty industry and the development opportunities of domestic beauty.

On the ups and downs of domestic beauty cosmetics from double 11

The performance of domestic brands is not a new topic in double 11 this year. Taking stock of previous double 11, there are many domestic brands in the beauty industry, but compared with international brands, the ranking of domestic brands is unstable, and there are many "one-round tourists". Taking the Tmall platform as an example, the domestic beauty products shortlisted in the TOP10 list have experienced the iteration of Amoy brand, local big brands and a new generation of domestic brands. Taking 2020 as the boundary, the domestic brands in the head have been greatly replaced, and only Winona has been shortlisted in the TOP10, ranking steadily and rising; Polaiya has made great efforts since last year and has become one of the representatives of new domestic products.

This year, the beauty category was affected by multiple factors, and there were not many surprises in the overall transaction performance. The domestic beauty products rose obviously and became one of the highlights. Among them, Tmall’s head beauty brand pattern has undergone a major renovation. SK-II and Shiseido fell out of the TOP10 due to the Japanese nuclear pollution incident, and Polaiya pushed a number of foreign brands to the top. From the perspective of brand types, comprehensive beauty brands occupy the mainstream, and functional skin care brands represented by Polaiya, Winona and Xiulike gradually rise.

In Tik Tok, another important position of beauty cosmetics, the brand pattern is different. Before that, some international brands didn’t enter Tik Tok, but domestic brands took advantage of the traffic bonus to win some opportunities. In the face of international big-name competition this year, domestic brands still have comparative advantages, achieving breakthroughs with high cost performance and refined channel operation. It is worth noting that the beauty instrument brand is outstanding in the beauty category in Tik Tok, which may be due to the live e-commerce gene of the platform, and the anchor can convey the complex principle, function and use experience of the beauty instrument to consumers.

The change of brand pattern is only the appearance, and behind the replacement of domestic brands, there are some phenomena worthy of attention.

On the whole, in addition to the cost-effective advantage, the rise of domestic brands is largely due to the accurate understanding of the needs of local consumers and the targeted launch of large single products. This feature is particularly evident in the category of skin care products. Domestic brands focus on consumers’ anti-aging anxiety and popular skin care concepts such as formula skin care, morning C and evening A, and barrier repair, and launch large single products that focus on maintaining stability, anti-aging and anti-wrinkle, contributing an important sales share to the brand. Winona Soothing and Repairing Freeze-dried Mask, Quaddy Essence, Kanshuhong Waist Suit, and Polaiya Early C Late A Suit have all appeared on the list of explosive items in double 11 on the e-commerce platform. Guoji Feigua’s 2022 double 11 Yuehaowu Power Saver Data Report shows that Polaiya’s early C late A combination contributed about 35% of its sales in double 11, Tik Tok in 2022 (from October 15th to November 11th, 2022).

Hot topics related to skin care on social platforms, image source: Fruit Collection "Insights into Accurate Skin Care Crowds on Social Media Platforms in 2023"

Large single products help domestic brands occupy a place in the list, but whether the brand stands stably enough and rushes high enough depends on whether the product iteration and category expansion can be carried out around the core efficacy to extend the product life cycle. Take Polaiya as an example, its core product series has been iterated for 2-3 generations, and many categories such as essence, water emulsion, cream and eye cream have been introduced. This helps the brand to enrich the sku portfolio, continuously create a "freshness" and increase the customer unit price. Before double 11, Polaiya released Ruby Cream 3.0 series, which contains three textures of lightness, moisture and lightness to meet the needs of different skin types. This product is also the best-selling product of brand Tmall flagship store in the past year. According to the official list of Tik Tok, Polaiya’s Early C Late A Essence Cream Set was shortlisted in double 11’s beauty explosion list. The price of this group member is close to 700 yuan, which greatly improves the price range of the product.

Compared with the field of skin care, the overall competitiveness of domestic brands in makeup is still not as good as that of international brands, especially in the high-end price band. The reason is that domestic cosmetics are mostly designed innovatively around "Chinese aesthetics", and the advantage lies in color-related categories, but the fashion trend of cosmetics changes rapidly, which is difficult to bring high consumer loyalty to brands. Domestic brands still need to make breakthroughs in skin feeling and makeup effect in order to break the situation dominated by international big brands and explore the high-end price. Perfect Diary, which was criticized for focusing on marketing, gradually paid more attention to the functional attributes and technical barriers of products. Before double 11, the brand released its "bionic membrane" essence lipstick, which is the research result of "integration of makeup and nourishing", focusing on the combination of red makeup effect, lip essence effect and lip membrane, to show the brand’s breakthrough in scientific research and innovation.

Another obvious feature of the great promotion is that the pattern of domestic beauty cosmetics is moving towards differentiation. Judging from the performance of domestic brands in different stages of Tmall double 11, many brands have become "dark horses" with the help of the initial promotion atmosphere, super-anchor delivery and other factors, but they often have bright short-term performance and insufficient stamina, and few of them can continue to lead in the whole cycle. Under the trend that Japanese and Korean brands are cold and consumers are disenchanted with international brands as a whole, the development of domestic brands is welcoming, but it is still necessary to continue to precipitate the normal operation ability and cultivate brand endurance on the basis of explosive power.

Generally speaking, domestic beauty cosmetics have ushered in a "reversal" moment during this double 11 by accurately understanding the needs of local consumers, constantly expanding the matrix of large items, high cost performance and refined channel operation.

More than "big items"

Relying on the explosive strategy to meet the current hot demand, domestic beauty brands have the opportunity to "go to the table" and gradually narrow the gap with international brands. However, from the results, it is difficult for domestic beauty products to obtain long-term growth momentum by relying on explosive products. Only by creating a "big single product" and developing a "big brand" can a brand resist a round of shuffling and sit at the poker table for a longer time.

It is not without trace that domestic brands represented by Polaiya and Winona have won great victories. They benefited from the rise of the component party and the efficacy party, and implemented the strategy of "big single product", but they did not rely on this strategy. As mentioned above, the three series of Polaiya Double Antibody, Ruby and Yuanli have been extended from essence to different categories. This year, Polaiya launched a new energy series for the anti-aging needs of mature muscles, and its three-piece energy set, which cost more than 1000 yuan, entered the live broadcast room in Li Jiaqi during its stay in double 11, which shows the brand’s intention to push this series. Winona, Kerfumei and other brands are also constantly expanding their category matrix and reducing their dependence on a single big item. After verifying the heat of recombinant collagen components with collagen rods, Kefumei accelerated the pace of promoting new products, supplemented the categories of emulsion and mask, and its water supply line and oil control line also launched different types of products one after another.

The richness of brand category structure, on the one hand, represents the life cycle and anti-risk ability of brand products, on the other hand, represents its coverage of different levels of consumer demand and different scenarios. The application of patented ingredients to the technical threshold such as essence and cream with higher premium ability also helps domestic brands to gradually get rid of the image of relying on low prices and explore high-end prices. According to Polaiya’s financial report, the average selling price of the company’s skin care products increased by 57.05% year-on-year, mainly due to the year-on-year sales increase of essence and cream products with higher unit price.

From the above results, we can see that domestic beauty cosmetics are taking enhancing product research and development capabilities as a strategic goal and tearing off the label of "emphasizing marketing and neglecting research and development". Local beauty companies have increased the proportion of R&D investment, and focused on components, raw materials and other links that can help enterprises build barriers. In recent two years, synthetic biology, molecular biology and other technologies have been accelerated to be applied to skin care products, and "skin care+biological components" has become a high-growth concept of beauty track, which requires enterprises to carry out collaborative research on basic research, functional raw materials and formula system. According to Zhongxin. com, there are currently 121 research and development projects on raw materials and synthetic organisms in Huaxi Bio. Double 11’s outstanding Fumei brand, its parent company Juzi Bio has four collagen medical beauty products under research, two of which are expected to be approved in 2024, becoming a new source of growth for the enterprise.

Image source: CBNData《2023 Oriental Beauty Valley Blue Book "

Another dimension that domestic brands have been examined for a long time is the ability to operate omni-channel. This batch of new domestic brands have risen online. When the traffic dividend is gradually divided up, on the one hand, brands need to treat online channels in a refined way to improve profit margins. On the other hand, they begin to respect traditional channels, return to offline and near-field e-commerce, and even enter duty-free shops to find new growth opportunities. However, with the new channels, there are new ways of playing and brand logic, as well as powerful opponents. Domestic brands still have a long way to go.

Grouping proposition

From the perspective of single brand, domestic brands initially have the right to speak in the beauty industry with big names. However, from the perspective of the group, there is still a big gap between the comprehensive strength of domestic brands and international beauty cosmetics. As mentioned at the beginning of the article, almost half of the seats in double 11’s e-commerce platform beauty list this year belong to L ‘Oré al’s brands. Although the performance of Estee Lauder Group declined in fiscal year 2023, the main brands of the same name, Estee Lauder and Hailan Mystery, are still relatively strong in the high-end price band.

"L ‘Oré als" have achieved the coverage of different categories, price bands and sub-groups by virtue of top-class, high-end, Volkswagen, cinema and other brands, and better enhanced the Group’s ability to resist risks. No matter how the external environment and consumer demand change, there are corresponding sub-brands in the group to undertake.

However, domestic beauty cosmetics have not yet owned their own "L ‘Oreal" and "Estee Lauder". Although Polaiya, Huaxi Bio and Juzi Bio take the multi-brand route, at present, their dependence on a single brand is still relatively high, or the differences between sub-brands are not obvious. Although the ingredients and focus areas of Fumei and Kelijin under Juzi Bio are different, the brand needs to further formulate differentiation strategies in order to make consumers clear about their differences. According to the data of Polaiya’s financial report, in the first three quarters of 2023, the main brand contributed about 80% to the Group’s revenue, and Caitang accounted for about 10% of the total revenue. The sub-brands such as Off&Realx and Yuefushi made little contribution, and it remains to be seen whether they can become the "N-th growth curve". At the brand’s 20th anniversary strategy conference, Polaiya said that she would innovate the strategic planning, from "troika" to "6*N strategy", and broaden the multi-category matrix of skin care, make-up, toiletries and high-efficiency categories.

In addition to self-incubation, some brands refer to L ‘Oré al’s acquisition strategy to build their own brand matrix. Take Yixian Group as an example. Since 2019, it has successively acquired cosmetics brand Odin, French high-end skin care brand Kelanli, British high-end beauty brand EVE LOM, and functional skin care brand DR.WU (business in Chinese mainland). On the one hand, it has improved the layout in the field of skin care, on the other hand, it has told high-end stories. Increasing the proportion of skin care business has indeed improved the financial situation of Yixian e-commerce. The financial report shows that Yixian e-commerce has maintained an upward trend in gross profit margin in the past four quarters, with a gross profit margin of 74.7% in the second quarter, up 11.9% year-on-year, the highest in a single quarter since listing.

In addition to the width of demand, the gap between domestic brands and international brands lies in the depth of brand value. Beauty has always been regarded as a category with great emotional value, and emotional skin care is also a hot topic on social platforms. Polaiya has recently made intensive speeches on gender equality, mental health and emotion to show the social value of the brand. On the basis of brand-level vocalization, domestic beauty cosmetics are also integrating emotional concepts into products. During the 6th China International Import Expo(CIIE), Yixian E-commerce unveiled the Shanghai Global Innovation R&D Center, and "emotional skin care" is one of its four major R&D fields in the future. EVE LOM brand bears the realization of this concept. It launched the fragrance candle of "Manor after Rain" in China International Import Expo(CIIE), and tracked and analyzed the emotional changes of users when they experienced the SPA through the AI brainwave emotional test instrument to show the brand’s emotional skin care technology.

From supplementing research and development, creating large single products, enhancing brand power in multiple dimensions and developing towards collectivization, domestic beauty cosmetics are constantly evolving. However, compared with international brands that have experienced long-term accumulation, there are still many gaps that need to be filled. At present, China consumers’ recognition of domestic products has increased, and Japanese and Korean brands have given up some market share in the cold, so domestic beauty products have ushered in new development opportunities. This year’s double 11 can be said to be the best performance of domestic beauty products. Jumping out of the promotion atmosphere and price advantage, domestic brands need to make more efforts to prove their unique value. As consumers, we may wish to give more opportunities and patience to domestic beauty cosmetics, so as to wait for the brand to hand over better answers.

Cover image source: unsplash