Since January 11th, the Baidu Post Bar incident has continued to ferment, and from financial media to social media, it is rare to fiercely attack this company. And Baidu, except for its CEO Robin Li’s brief mention of "we will reflect deeply" in a forum on January 18th, no one publicly responded to this matter.

On January 19th, Caijing reporter had an exclusive interview with James Lu, vice president of Baidu and vice general manager of mobile service group. He was also the general manager of Post Bar Division and the direct person in charge of Post Bar products. This was his first statement after the incident.

The interview revolves around the following questions: 1. What does Post Bar mean for Baidu? 2. What are the steps and processes of commercialization of Post Bar? 3. Is this vicious incident accidental or inevitable?

James Lu said that in terms of revenue, Post Bar’s contribution to Baidu is "basically negligible". Post bar is not over-commercialized, but almost not commercialized. The reason for the problem this time is that we made a mistake in the supervision system. For medical diseases, we should not use routine commercial considerations. In the medical industry, the most important consideration should not be activity, but public welfare and fairness of information.

Caijing: Where did the commercialization of Baidu Post Bar begin?

James Lu: Post Bar is of great strategic significance to Baidu. The course of Post Bar can be divided into three stages-the first stage is from 2003 to 2008. In the early days, there was little content on the Internet in China. Post Bar increased the breadth and stickiness of search by generating content. The typical case is the rise of Super Girl Bar. The second stage was from 2008 to 2012, when a large number of niche and tail stickers appeared, and the stickers were really presented as a community for the first time. The third stage is the fan economy stage of Post Bar. Through the operation of fans on the post bar, we can gain influence and income in culture, public welfare, consumption and other aspects. At present, Post Bar is in the initial stage of the third stage.

In the first 12 years since the birth of Post Bar, there was no profit or commercialization, and it has been losing money. 2015 is the first year of commercialization of Post Bar. At the end of the third quarter of 2014, we met for the first time and said that we should consider the exploration of commercialization of Post Bar. At the end of 2014, we started to form a team. We formed two commercialization teams-a user business team and an enterprise business team. It was not until 2015 that it was really commercialized.

Baidu has more than 19 million post bars, and our commercial post bars are only one tenth of them, about 2,000. In the whole medical and health field, there are more than 100,000 post bars, of which only about 50 or 60 are commercialized. At the same time, the background data shows that the user activity of all post bars that introduce commercial cooperation has reached more than twice the previous level.

I don’t want to talk about commercialization, but more accurately-the establishment of an economic system. Post Bar is like a small society. There are 600 million netizens in China, and almost half of China netizens come to visit us once a month. However, a society is incomplete without an economic system. The economic system cannot be produced only by the people themselves. The society needs its own currency, services, transactions and so on.

Caijing: Do you recite KPI?

James Lu: Of course. But KPI is not equal to commercialization. The first KPI I recite is the KPI of user activity, the second KPI is the KPI of user stickiness, and finally the KPI of commercialization and economic system. At the same time, I want to say one more thing. You may hear the KPI of the commercial economy system, and immediately think of money. No, it actually refers more to the business model.

Caijing: Let me ask you another question. Do you recite the revenue indicators?

James Lu: I rely on the success of the business model. The revenue indicator is used to confirm whether your business model can be successful, otherwise you can’t do it.

Caijing: What percentage of Baidu’s total revenue does Post Bar account for?

James Lu: The contribution of Post Bar to Baidu’s revenue is basically negligible. They all say that Post Bar is over-commercialized, but the fact is that we are hardly commercialized.

There are four main revenue components of Post Bar, 50% of which are pure user consumption, that is, users take the initiative to buy, including virtual gifts, props and so on; The second is the native advertising business, and more are native advertisements like Facebook, accounting for 20% of the revenue of Post Bar. These advertisements are displayed in the information flow, and users can know that they are advertisements at a glance; The third is the income generated by the partner mechanism, including agency fees, certification fees for enterprise bars and so on; The last piece of income comes from other small cooperation.

Caijing: Should different post bars have different ways to realize business?

James Lu: We will gradually open and commercialize the Post Bar in batches and categories. Enterprise is the earliest commercial post bar, followed by star post bar, followed by some vertical post bars, such as games, animation, education and medical care.

We are more like a platform. For example, if we give you a hammer, some people will knock something directly with the hammer and nail it. Some people will take this hammer to dismantle things, and some people will directly turn into gongs and drums. What we have to do is-I’ll give you these tools, but don’t make mistakes, and we’ll also do some supervision.

Caijing: Did you know that the operation right of hemophilia bar was contracted to a partner?

James Lu: Yes.

Caijing: The operation right can be sold because Baidu transferred the management right of Post Bar to the agent this year, and the agent was introduced because of the partner system implemented this year, right?

James Lu: Yes. But in fact, the post bar partner system has been running for some time when I took over the post bar.

I want to make it clear what the post bar partner mechanism is-first, let’s find some generation operators. Each of these agents has to be strictly audited, from the organizational structure to the personnel resume and experience. After the audit, there is a trial process, and different agents are graded. Then we use a set of indicators every quarter, which are not only income, but also indicators of operating users. According to the index, we eliminate agents, and we eliminate one-third of agents almost every quarter.

Caijing: So you think the main problem lies in your management of agents?

James Lu: I don’t think so. The management of these agents has a set of rules and systems. Our enterprise commercialization team has a hundred-odd specialized teams to supervise and operate these agents. These agents of hemophilia bar are our gold medal agents, and these bar owners (hospitals) are actually qualified.

What’s the problem? First, this is the first year of our commercialization; Second, for industries like medical diseases, the mechanism we consider is not perfect.

With such a large volume, we use more market mechanisms (user activity, satisfaction, etc.) to consider. Therefore, the reason why we opened the hemophilia bar is that we used the original set of routine business considerations. But what we haven’t considered is that for medical diseases, activity should not be the most important consideration standard, and the most important consideration standard should be public welfare and fairness of information.

So the root cause lies in our misjudgment in supervision.

Caijing: Have you ever managed bar owners and agents? How to manage?

James Lu: We adopt four sets of management methods. One is the bar owners mechanism. We use the bar owners team to manage the post bar. The second is that we have about twenty or thirty people’s technical research and development and product teams to develop all kinds of software and help you manage it through machines; Third, we have a fixed team to manage bar owners; The fourth is the management of agents. We have probation period and consideration standard for agents, and grade them. At the same time, we will eliminate some agents every quarter.

Caijing: Does Baidu think that the outbreak of this matter is more of a public opinion disadvantage for you?

James Lu: I’m posting it. It’s no small matter. I was the first to know about it. It was Sunday, I was working overtime in the office, and I saw this news popping up on the intranet. We communicated with the original bar owners within 24 hours and removed the commercialized bar owners. But then in the hands of the media, the voice became a bit unfavorable. There is definitely a period of out of control, and it began to get out of control on Monday and Tuesday.

Next, the biggest measure we take is to stop the commercial operation of all kinds of diseases, and then we will examine the regulatory mechanism one by one to see which loopholes need to be revised, which mechanisms need to be improved, which ones we may need machine research and development, and which ones are more to judge its fairness. Next, we also adopted the "small door god plan", that is, let the users of the post bar work together to crack down on these swindlers. At the same time, we also started a nationwide report program. Now on the homepage of Baidu Post Bar, the first button is the report button.

Caijing: Has Baidu ever reflected on this internally?

James Lu: At the internal communication meeting of Baidu, we said "take warning" three times.

I think this incident has exposed our immaturity in the supervision mechanism and our mistakes in judgment.

There are 4.5 million bar owners in Tieba, who log in and maintain it every day for free, but they are just like our employees to delete posts, engage in activities, produce better content and make the best posts. If we imagine this 4.5 million bar owners as a company, Baidu Post Bar is the largest company in the world. Indeed, we have failed to do something well, but it is still very good on the whole.

First of all, we realize that we have loopholes in some regulatory mechanisms. This incident was a fuse, and we quickly saw this loophole. We must believe that there is room for improvement, but in terms of commercialization mechanism, this road is very long, and we have just started. At present, the commercialization ratio is only one in ten thousand. Therefore, this matter is not entirely bad for us. We can find the problems in time and make us think more thoroughly and in the long run on the road to building an economic system in the future.

Whether it is the partnership system or the so-called agent management, we should deeply reflect on it, but it is not a blow to death. Because in most scenarios, this is very good. Like the enterprise bar and star bar we just talked about, all win-win, the user wins, the enterprise wins and the post bar wins. Taobao has a fake problem, and Tencent has a Tencent problem. It doesn’t mean that all of them have been suspended, and they don’t sell goods and don’t operate, no.

We need to reconsider the operation and management standards of Post Bar. For example, in the past, we only looked at activity and satisfaction in the operation and management of medical and health post bars. Now, public welfare and fairness are the main considerations, so we introduced authoritative people from non-profit organizations to manage post bars together. We haven’t figured out how to take this road today, but what we want to know is that fairness and authority are very important in this industry.

Caijing: Will new rules and systems be formally introduced in the future? Just like the launch of Baidu Fengchao system many years ago.

James Lu: Very likely, but I can’t promise. We are still very active in reforming. If I told you today that this happened on Sunday, I would build a new system on Wednesday, and you wouldn’t believe me.

Caijing: So what will change?

James Lu: I’m very used to giving up short-term interests and thinking about the long-term future. We want to build a long-term great company, and we won’t see the results in the next year or even six months. I can tell you with certainty that in my genes, I will never compromise on over-commercialization. But I also said that in the society of Post Bar, it is absolutely impossible without an economic system.

There have been many meetings in the last week, which are held late every day and sleep at one or two in the morning every day. For example, today, I get up at 5 o’clock and communicate at all levels. We haven’t reached the stage of resumption yet. Will there be a repeat offer in the future? There must be, will there be responsibility? There must be. But when there is a problem, face it, because it is the most United in the most crisis. Now I see unity.

　　Cheung Ka-fai, a Hong Kong actor who won awards including Best Actor at the Hong Kong Film Awards for "Guild Wars," has collaborated with Chow Yun-fat on "Macau 2," and with Louis Koo on the "Apostle Walker" series. In the movie "Super Detective," released on April 4, Cheung Ka-fai "switches" five personalities with one click. This fun and exciting setting excites him. In an exclusive interview with a reporter from Beijing Youth Daily, Cheung Ka-fai laughed and said that he played a crime-solving team by himself, and said that the reward he received was a sense of achievement. "The challenges and breakthroughs I have always pursued in my career as an actor have been satisfied in this film."

　　"The interesting book aroused some of my desire to be an actor"

　　Written and directed by Mr. Wong and starring Jang Ka-fai and Zhang Yishang, "Super Detective," a film about psychology, multiple personalities and the behavior of highly intelligent people, experiments with new character settings – with an extraordinary memory, he can go into the subconscious to review and detect cases, and explore the boundaries between good and evil in the battle between illusion and reality.

　　Although Zhang Jiahui has starred in "Anti-Drug", "Witness", "Rage Tide" and "Burst Point" and other police and gangster films before, Zhang Jiahui could not help but be eager to try when he encountered "Super Detective". "This detective is very capable and can solve so many cases, but he can’t solve the case of his own relatives being killed. This conflict, I think, is different from the police and gangster films I have played before." He revealed that he and Huang Mingsheng, the director, have known each other since they were in their 20s. "He now came up with such a strange and interesting book, which also aroused some of my desire to be an actor."

　　In the movie, Zhang Jiahui plays Guo Wenbin, an amnesiac man. In the film, Guo Wenbin uses his subconscious to handle cases, so he has to play several clones of himself, and also have conversations and exchanges with them. Zhang Jiahui said: "Some of these personalities are very honest, some are violent, and some are very cunning. Based on different personalities, I have been fantasizing and designing different attitudes and behaviors through words."

　　Due to the complexity of the message, Zhang Jiahui is also highly active on the set. "After filming my own part of the play, I will immediately change the character of other characters. So when changing clothes and changing shapes, I will make adjustments to change the character’s state into another me under the design, and use different languages and details to interpret." To make the detective more vivid, Zhang Jiahui also designed a lot of small movements. For example, the detective will take a towel to wipe his sweat. "This diverse design will give the character more space, increase the sense of humor and interest in the tension."

　　Frankly admit that the real difficulty is the true self in life

　　One person playing the five-fold personality makes Zhang Jiahui more malleable. How can he unearth so many different selves? Zhang Jiahui said: "Everyone has to have many sides to survive in society. No one can maintain a one-sided life all the time. When you face family, friends, and all kinds of people in society, you have to use different attitudes and different ways to communicate and solve problems. Therefore, splitting four or five selves is actually similar, and there may be more sides. I have not actually explored how many sides I can split, but I think everyone has four or five or six personalities at the most basic. It is not surprising to say seven or eight. Of course, the splits in "Super Detective" are of course for dramatic effect and to explore human nature, which is a bit exaggerated. "

　　Zhang Jiahui laughed and said that compared with the hard work of one person playing multiple roles in "Super Detective", he felt that the real difficulty was the real self in life. "It’s not that difficult to act, but it’s more difficult to act yourself. Everyone will find that the best people in acting are never actors, but people in life. So, when I act well, but when I play Zhang Jiahui in reality, I don’t play well. Because when acting, the actor follows the direction of the script, and everyone actively cooperates. Even if there is an opponent or a bad person, you know what he will do next in the script, but in reality, you can’t see where things are going, and there is no chance to do it again. You have to deal with the sophistication of the world yourself. I guess if I am an undercover in reality, something will happen every minute. This is a difficulty in real life, and everyone can’t escape. "

　　No matter whether it is literary drama or fighting drama, it is equally strict

　　In "Super Intentional Detective," in addition to the difficulty of the literary drama, the martial arts drama is not easy. Zhang Jiahui said that the director Huang Mingsheng was previously a martial arts instructor in the "Cheng Family Class" in Hong Kong, and he has deep skills. "When I shoot the action part this time, I hope to cooperate with the director, and I can improve my ability in both the literary drama and the fighting. On the set, when I don’t have to start work, I rehearse the movements with Director Huang and study how to handle the movements better."

　　Once in order to shoot "Guild Wars", Cheung Ka Fai insisted on exercising for six or seven hours a day, and in nine months he became a "muscle man". "Guild Wars" has become a classic of Hong Kong films, and Cheung Ka Fai has also attracted countless fans for it. Asked if he would still work so hard on filming scenes today, Cheung Ka Fai said: "The era when I entered the industry was the most popular era for Jackie Chan’s action movies. Although I didn’t make Jackie Chan’s movies, in the overall atmosphere of Hong Kong movies, every actor needs to shoot their own scenes, and it is a real action – whether you like it or not, or whether you have fighting experience or not. I started my career in this era, and I must slowly establish a concept of’I can fight ‘in the film industry. "

　　In order to maintain a good state, Zhang Jiahui still maintains the habit of exercising, "In fact, whether it is an actor or not, whether it is filming or not, normal people also need enough exercise. I myself will have specific sports, such as running, climbing, weightlifting, and I will do it three or four days a week to maintain a healthy state. Even if I go outside to film sometimes, I will go to the nearby gym to exercise."

　　In addition to exercising and filming, Zhang Jiahui also quiets himself down: "I don’t drink or smoke. Apart from sports and spending time with my family, the most I do is to hide myself: in the studio thinking about things, listening to music, maybe thinking about some scripts, or reading scripts given to me by others. It’s always around my own work, watching movies, reading books, watching the news."

　　In addition to the actor, Zhang Jiahui is also a director. He revealed that the film he directed will also be released this year. "I made up a reasoning film called’Redemption of Dreams’, which tells the story of a person redeeming himself in a dream." Text/Reporter of this newspaper, Xiao Yang

In the new era, film marketing broadens the space.

The film market ushered in a long-lost recovery in the National Day file.

The Battle at Lake Changjin, the head blockbuster, has already sold more than 100 million yuan at the box office the day before its launch, breaking 12 movie history records, such as the single-day box office of China’s film history drama. At present, the cumulative box office has exceeded 1.6 billion. "My Father and I" followed closely, and the box office also broke 100 million for three consecutive days.

Due to the special schedule, patriotic blockbusters were given high hopes of "saving the market". And "letting the audience enter the cinema" is not only the reason why the National Day blockbuster has attracted much attention, but also the role of film marketing in the whole industry.

Whether targeting the target audience or spreading the word-of-mouth before screening, the whole process of film release is inseparable from the role of film marketing.

China’s film market has achieved the first place in the global box office last year, and is moving towards a new stage of development. The revolutionary changes brought by big data and short videos in the field of film marketing also need further discussion and exchange.

On September 25th, at the 11th Beijing Film Festival Marketing Summit Forum hosted by Beijing International Film Festival Organizing Committee, hosted by Beijing Film Academy and co-organized by Film Knowledge School, Hou Guangming, former Party Secretary of Beijing Film Academy and Secretary General of National Film Think Tank, Li Ning, Senior Vice President and CEO of Xinli Media, Sun Zheyi, President of Sunac Culture Group, Zheng Zhihao, CEO of Maoyan Entertainment, Zhang Wenbo, founder of Bole Marketing, and Xiao Yi, head of content cooperation in Tik Tok, shared the new era, the development, changes and future of film marketing.

The following is the arrangement of poisonous eyes’ speeches on the forum-

Hou Guangming: Marketing is equivalent to giving the audience a reason to enter the cinema.

The first change is a change in meaning.

In the traditional sense, marketing is only about selling films. I just need to sell the films after they are finished. Now marketing is an activity that covers all aspects of the film industry chain and goes deep into all levels. With the blessing of technology, it goes into all links.

To put it in a popular way, marketing is equivalent to giving the audience a reason to go to the cinema to see a movie. This reason is not simply given, but after the early creation and production, the whole process of filming is actually creating this reason, so with the blessing of technology, marketing can now enter all links.

For example, from the beginning of film planning, the target market is locked according to the analysis of big data, and then personalized, implanted with corresponding cultural elements, and even corresponding stars, and the corresponding plot is improved according to the needs of the audience. The production stage and distribution stage are also carried out according to the characteristics of the stage and the task of marketing.

The significance to the enterprise is to maximize the value of the film. China is now moving from a big country to a powerful country. Our movies are getting bigger and bigger in box office and production. In a sense, the risks are getting higher and higher and the competition is getting more and more fierce. This requires our marketing to accurately locate and personalize.

Second, the thinking of film marketing has also changed greatly. In the past, it was simply selling films, but now the film marketing thinking is more integrated and in-depth, and there is even cross-industry marketing.

Take this year’s Spring Festival as an example. Almost many films and all films are distributed across borders, including logistics, real estate, games and so on.

The third important change, I think, is the change of marketing channels. From traditional media to new media to all media, the time and speed of change are getting faster and faster.

Last year, due to the impact of the epidemic, including the blessing of technology, it quickly switched from offline to online, such as cloud announcement, online and offline roadshows, and almost all film industries.

The last important change is the socialization and precision of the whole marketing model.

The audience in China is very mature now. They are no longer superstitious about big directors, big IP and big stars, but they believe in their own impressions and friends’ impressions. Therefore, the word-of-mouth of friends and the rating on the Internet are very important. I think we have had a lot of experience in this precise creation.

Of course, the new methods in the middle also have a crooked path, which deserves our attention in marketing. For example, we can’t talk about heroes purely by traffic, we can’t be entertained, and we shouldn’t violate some marketing ethics to do something we shouldn’t do.

Li Ning: The essence will not change, let the emotions touch the audience.

Now our film marketing, whether in the traditional era or the new consumption era, in fact, the film marketing is a kind of packaging and dissemination around the content of the film.

Personal understanding of the spread of film marketing is mainly about the type and emotion of the film. It is necessary to accurately tell the audience that the film is about to be released and what will attract you. Please go to the cinema to buy tickets, tickets and watch movies. This desire arises.

In terms of film marketing, the development now is gradually transparency. We still have to insist on conveying the true feelings expressed by the film content to the audience, so that we can truly gain the recognition of our audience.

This type of clarity allows the audience to gain the information conveyed by the film marketing more clearly, and only when it is released can these audiences who love our film be summoned, and then the word-of-mouth will be formed after the screening, which will drive the long-term distribution and promotion of this film.

Li Huanying, which we made during the Spring Festival, is a comedy, but it conveys Chinese feelings. The The Battle at Lake Changjin premiere that we are going to make in a while, and My Father and I, which will be released soon, is actually a film about feelings of home and country, war types and action types, which is a type of indoctrination.

Just now, Secretary Hou also said that the audience of China movies are increasingly picky and professional about the content of China movies, and they have a special desire to see good movies. At the same time, they have subdivided the types of movies. Many viewers may like a certain type, such as romance, comedy, war, action, police and gangster movies, which are more and more subdivided and more professional. Therefore, our marketing is required not only to innovate in form and content.

I insist that all forms of film marketing should constantly innovate and adapt to the changes of the market, the innovation of the trend technology and the changes of the platform. However, in essence, we will not deviate from it, but we should let the emotions touch the audience and let the audience really enter the cinema for the types, characteristics and true feelings conveyed by the nature of the film.

Sun Zheyi: Marketing is the whole accumulation and cultivation of IP.

Our travel team also visited the world a few days ago. Their first reaction was that all the equipment was much worse than ours, but IP was much stronger than ours, so the recognition of this kind of users was completely different. I believe that the global data is much better than ours. What we lack is IP.

Just now, both Secretary Hou and Li Ning have mentioned a lot. Now, many publicity marketers are saying that the influence of marketing on the whole box office is actually not so great. In essence, it is whether the film is good or not and whether the film is what the audience wants. Therefore, we definitely need to put the marketing in front of content creation. We really need to know who we are selling to. When the project starts, we need to know who the film is sold to and how to sell it.

A few years ago, China basically followed the monolithic logic, but now it has seen that in the next three years, it will basically become a mainstream product line in China. The whole style of play should not regard the so-called marketing as a propaganda of a movie. In fact, marketing is the whole accumulation and cultivation of IP.

There will be a change in the future. There are more and more serialized movies and dramas now, which will lead to some changes in marketing actions in the future. Because in the future, it is not only a monolithic marketing logic, but also an IP marketing logic.

Second, I don’t think it’s wrong to cast a short video of Tik Tok and Aauto Quicker. The subsequent marketing model of IP will change, and short video is still a particularly big investment point.

We are looking at a data recently, that is, the data of Tik Tok e-commerce. Two years ago, their entire GMV was almost 50 billion, last year it was 1 trillion, this year it was 2 trillion, and three years later it was 10 trillion.

Tik Tok is our so-called second-class e-commerce, and the first-class e-commerce is only when I have a purchase demand. For example, Ali and JD.COM go to Ali and JD.COM to buy something when I want to buy it. Tik Tok actually inspires the logic of what you want to see. You don’t necessarily think you want to see it, or even you don’t necessarily think you want to see it, but Tik Tok has a large number of users and is very sticky. You can definitely see it when you brush Tik Tok, and you never know that the film is released or doesn’t want to see it until you want to see it.

Zheng Zhihao: Marketing should understand the content, the audience and the channels.

I sum up the changes in marketing cognition at this stage as "three understandings"

The first is "knowing the content". Now many marketing activities are pre-positioned and become part of the content.

We have a film with the theme of sports and running. The original name is "Starting", and the schedule has been fixed. But later, we found that the sports theme may not be able to reach consumers and reach the audience of the content well, so we later changed the name to "Great Dad" and chose to show it on Father’s Day. Different perspectives and marketing prepositions of the content have become the core and key to understanding the content today.

The second is to understand the audience. Mr. Hou also said before that we always say that there are data. In fact, whether there are data or not is not important. In essence, we understand the China audience.

There is a huge gap between the user portraits of China movie audiences and those of global users. Audiences in China have special needs for content, emotion, emotion and values, and they don’t just Follow something recognized by foreign countries, which may not work in China. Therefore, they should understand the national conditions of China.

The films we serve provide intelligent schedule selection, point-and-click selection, and suggestions on marketing points, such as schedule selection, whether to point-and-click, the location and people selected for point-and-click, and matching marketing channels. Today, we have some methodologies, and so do marketing points. In fact, the content of the same film may not be changed, but the choice of marketing points is actually biased.

There is a film with Li Ning, that is, "Serious Case of Anger", which is a typical action film and police film. Not long ago, it was Tanabata. On Tanabata, audiences in China, especially couples, needed to watch movies. In previous years, it was the mainstay of romantic films.

However, because in this user portrait, we saw a large number of female audiences’ goodwill and recognition of the director, and the width of female audiences’ viewing in the past year has continued to grow, all kinds of signs show that this can be done.

We did a lot of activities on Tanabata that day, including Nicholas Tse parachuting and watching Anger with couples. Anger hit a box office record two weeks after its release, which was unimaginable in previous Tanabata, so it is very important to understand the audience in China today.

The third is to know the channels. There are still many street sign TV advertisements in Hollywood today, but today, filmmakers in China have been able to make good use of the Internet, short videos, new media, various KOL and KOC, forums and channels with different characteristics.

Wechat has its own characteristics, bilibili has its own characteristics, and each channel has its own unique characteristics. We need to capture users’ interests and unique attributes based on the characteristics of this unique channel, so that they can really walk into the cinema.

Zhang Wenbo: Behind the channel change is the high efficiency of technology promotion and communication.

In fact, we simply divide marketing into two things: one is the output of content and the other is the distribution of content. Of course, our content refers to the secondary creation content, that is, the secondary creation based on the content of the film itself.

I went to the Beijing News in 2003. At that time, the film side took the initiative to invite reporters to participate in the press conference. It was necessary to give travel expenses and press releases to help you arrange interviews, so that you could publish this information in your newspaper, and it would be better to give a headline a big space. Because only in this way can the audience, audience, users and consumers know this information, and there is no more information.

By 2011, at that time, I had transferred from the media to the industry to engage in propaganda services. We made the film "Thirty-three Days of Broken Love". At that time, I had a strong feeling that the media-centric approach was gradually disintegrating and deconstructing, because that film should be the earliest way to spread on a large scale by social media in China.

Social media doesn’t need a so-called reporter or editor to help you edit and publish, and you can’t decide what content you want to publish. It depends entirely on the effectiveness of your own content to form a self-communication.

In fact, up to today, our whole communication logic is still the logic of content self-communication, but it has changed from words and pictures at that time to short videos now, but the audience’s information acquisition, sharing and discussion is actually based on a social logic, which is to consume this content as social money.

In 2019, I remember that the National Day was held in My People，My Country, The Climbers and The Captain, and Tik Tok began to play a huge role in the whole film marketing that year.

First of all, in that year, 30 or 40 films began to set up official tremors outside the micro-view, and continued to publish content on the official tremors. We were surprised to find that the broadcast volume of a short video may far exceed that in Weibo or any other channel, and the broadcast volume is accurate, because it is an intelligent recommendation and a way of directional communication, rather than passing by to see this exposure that may be invalid.

By last year, more than 80 films had official shakes, and there may have been hundreds of short videos with tens of millions of broadcasts a year, including selling tickets live last year and seeing applets this year. I believe the use of such applets will be a new boost.

Therefore, I think this channel is changing step by step from the era of traditional paper-based portal, to the era of social media represented by Weibo, and now to the era of short video represented by Aauto Quicker, Tik Tok. However, behind this channel change, it is actually the advancement of technology and making the whole communication more efficient.

Xiao Zhi: Short videos and algorithms bring more imagination.

As far as the platform is concerned, short video will change the technical level of film announcement, and I want to share a few points.

First of all, the production logic of materials. Most of the early promotional videos were put in pre-screening or outdoor advertisements, thinking that everyone was designing in a state of being able to read this for one or two minutes from beginning to end with a relatively devoted situation.

However, in Tik Tok, a passive, distribution and algorithm recommendation platform, all the shots in the first 20 seconds are mountains and rivers, and they are taken away without wanting to continue brushing, so the content that really attracts everyone to see behind may not be seen, so this also requires us to do new media and short video marketing, and we need to put more of these things in front soon.

The second point is the change of communication link. The original film marketing is largely exposure logic, that is, 360-degree integration.

But Tik Tok as a whole is an explosion logic, because it has certain social distribution attributes, and the explosion video effect of one million likes is far better than that of 10,000 videos with 100 likes piled together.

For example, I sometimes brush Tik Tok in the office, because it’s for public viewing, and I don’t wear headphones. My colleague next to me said that you also brushed this video? I brushed it last night, too, and then the conversation started. Movies themselves are also a kind of social behavior, and people need to watch social talks. In this process, an explosion video is very important, and 10,000 or 1 million works are lost in the sea.

The third focus is form. Now Tik Tok is not only a platform for short videos, but also a rich user scene. But in fact, as a film, the publicity period is relatively short, in which the publicity period is one or two days before the screening, and the form of live broadcast is also very important, forming a nodal exposure with a relatively high peak value.

During the Spring Festival, we did a series of live roadshows, which were crowded at that time. After Andy Lau participated in the roadshow for one minute, the cat’s eye index should have increased by more than 7,000, which is also a very large instantaneous flow, which is why we think it would be better to apply various product forms of Tik Tok.

Under the blessing of the algorithm, the efficiency of the whole film marketing will be higher.

There are some distinctive types of films that will have a very high marketing efficiency in Tik Tok. Some types of films, fantasy films, the content will be very distinctive, very easy for creators and algorithms to learn, so the recommendation efficiency will be particularly high, so this type of film will accurately connect this kind of content to people who like to watch.

It was originally said that 50% of advertisers’ investment was wasted. I don’t know where it was wasted, and now it is wasted. It is impossible to be completely accurate, but this aspect of efficiency will be greatly improved.

Seeing a good short video content of film promotion will give you great motivation to learn more, and the playing interface of vibrato audio and video has given you interactive space in some product mechanisms: the anchor point in the upper left corner is an external chain, which can be linked to small programs or special ticket-grabbing activities, or to small games, so it gives many film producers and marketing companies more independent ways to promote, especially when the external chain is opened and transferred to private domain, as Zhang always said.

To put it simply, the combination of the algorithm and the product link actually has more room for extension in terms of efficiency and crowd accuracy.

Movies will not die, but the "adolescence" of the industry should be over.

Is it a good business to sell tickets live in cinemas?

Original twist! Cai Xukun denied being underage and was slapped in the face by paparazzi. Photos of the two kissing intimately were also shown at the scene.

The content is not long, mainly to say: I did date Ms. C, both of whom were of legal age at the time, and nothing illegal happened. There used to be pigtails, but now they are all solved.

I have also suffered a lot in the past two years, and I will be more strict with myself in the future.

The netizens summed up Cai Xukun’s words: I’m really pregnant, I’m really going to have a miscarriage, and I still want to make money in the entertainment industry in the future.

Cai Xukun’s fans said: I will trust my brother and continue to support him!

But netizens found many loopholes in Cai Xukun’s words. First, the paparazzi reported that Cai Xukun’s mother asked a private detective to install a camera at the door of Ms. C’s house, which seriously violated Ms. C’s privacy and was suspected of violating the law.

Cai Xukun claims to "protect Ms. C’s privacy", but installs a camera at her door, which is the greatest invasion of privacy.

In addition, Cai Xukun’s words were entirely excerpted by his mother, but many of the actual operations were carried out by Cai Xukun and his mother.

Cai Xukun also said that he lived in self-blame and remorse. But after Mrs. C revealed that she was pregnant, Cai Xukun immediately investigated and suspected that the girl had ulterior motives and tried to force the girl to have an abortion.

If it was really because of the girl, he shouldn’t have taken such illegal and extreme measures. No matter how he looked at it, Cai Xukun didn’t seem to blame or regret it.

Cai Xukun said the two were "dating," but according to the paparazzi, the two met for the first time on the 20th and fell in love on the 21st. Because they were so careless and casual, Cai Xukun and his mother could not believe that their son had won once.

And Cai Xukunming doesn’t want children, but he doesn’t take protective measures when having sex, which really shows his lack of responsibility and responsibility.

Soon after, Cai Xukun’s studio released a statement saying that it had filed a lawsuit against netizens suspected of insulting and defaming, and that the evidence collection work had been completed and the materials had been submitted to the court.

The whole thing is really as "frivolous" as Cai Xukun said, why didn’t he reply immediately?

It took him five or six days to issue an unconvincing and flawed statement. The most critical issue of "private surveillance, invasion of privacy" is absolutely unacceptable to the public.

This incident even "disturbed" Zhuo Wei, who had been silent for a long time. Zhuo Wei even wrote a poem for the upper class, which made the direction of the story even more mysterious.

The Taiwanese paparazzi Ge Siqi’s decision to confront Cai Xukun directly means that what the paparazzi have is not what it appears.

Paparazzi Yang Yang also said: That’s it? Waiting is your piece of paper!

Then, paparazzi Yang Yang broke the news that a fan had met Cai Xukun at an event, and the two also added contact information.

Later, the girl had two relationships with Cai Xukun. She went to Cai Xukun’s house and was thirsty. Cai Xukun gave her a glass of orange juice, but she didn’t know what was in it. After drinking it, she felt dizzy.

When the girl went to Cai Xukun’s house, his mobile phone was confiscated and he was not allowed to take pictures.

The girl also had an intimate photo with Cai Xukun. This photo was taken by Cai Xukun’s assistant and handed to the girl. Subsequently, the assistant was fired by Cai Xukun.

Then the girl who was supposed to announce the news said that she began to like Cai Xukun when she was 13 years old, and when she fell in love with Cai Xukun, he was only 17 years old!

The girl also said that Cai Xukun’s father also often gambled and lost a lot of money.

"Xuan" is that while Cai Xukun replied, Wang Feng announced his concert with a hammer on Weibo.

Wang Feng’s reputation of "all melons have come out" has been confirmed once, just like Xiao Jingteng, he must be convinced!

Responsible editor:

　　Probe into the "National Skill Master Studio" of South Sichuan Machinery Factory of China Aerospace Science and Technology Corporation

　　In China Aerospace Science and Technology Corporation Chuannan Machinery Factory, there is a national skill master studio. It is full of "willful" technology experts — — I am almost obsessed with R&D and innovation. "Even if I fall asleep in the middle of the night, I will get up and write down the ideas immediately."

　　It was they who assembled and processed more than 200 types of supporting initiating explosive devices, such as Long March rockets and Shenzhou spacecraft, and made their own contributions to the successful rendezvous and docking of Shenzhou-10 and Tiangong-1 in China. How is this national "master studio" tempered? Recently, Huaxi Dushi Bao reporter made a visit to this.

　　The unique cultural wall is printed with a "broken finger hand model"

　　Walking into the national "master studio", the reporter of Huaxi Dushi Bao found a unique right hand handprint model printed on a cultural wall. The middle finger of this hand model is obviously half shorter than the other fingers, and there are eight big characters written on it, "Pay attention to safety and remember the lessons".

　　Yang Yinyu raised his right hand and said that this handprint is his. In 1981, Yang Yinyu just entered the South Sichuan Machinery Factory. As an apprentice, when he was operating at the stamping operation site, two middle fingers of his right hand were cut off because of illegal operation of the machine. "At that time, I was lucky, and the result was the price of finger disability."

　　Yang Yinyu said, "The safety risk at this point is very high. If there is fatigue operation or lack of concentration or machine failure, accidents will occur." How to avoid this kind of accident? After becoming a technical leader, Yang Yinyu realized that fine technical operation can’t be based on personal experience, but must come up with a set of fine operating standards and norms.

　　In 2004, South Sichuan Machinery Factory carried out "6S" management activities from top to bottom, which inspired Yang Yinyu’s management enthusiasm and potential as the monitor of the locksmith class. 6S are six elements: arrangement, rectification, cleanliness, standardization, literacy and safety. With this east wind, they finally formed a set of "50 Fine Management Rules".

　　In order to strictly implement the "50 Articles of Fine Management", Yang Yinyu specially painted his right hand shape on the cultural wall to remind everyone to remember the lesson. In order to avoid the damage caused by machine failure, everyone also tried to do a set of machine protection measures, "If the machine fails, it will call the police". Such an effect is immediate. Since 2004, there has been no man-made safety accident in the stamping operation site of Yang Yinyu’s team for 12 consecutive years.

　　It’s too difficult to create an atmosphere and brush glue, so build a robot to do it.

　　If he hadn’t entered Workshop 204 of Yang Yinyu’s team in 2015, young Wang Chenglong might still be an ordinary worker in South Sichuan Machinery Factory.

　　"The workshop where I used to work was mainly engaged in processing work, and now the workshop I am waiting for is mainly responsible for assembly." Wang Chenglong introduced that he came to Yang Yinyu’s team and was wrapped in a strong atmosphere of R&D and innovation. At the same time, he saw that a lot of work in the workshop was still in the original manual state.

　　"At that time, one of my jobs was to brush the glue for the gunpowder box." Wang Chenglong said that the production of an ignition powder box often requires the cooperation of four workers. One person is responsible for brushing the glue, one person is responsible for covering the cloth, one person is responsible for wiping off the excess glue, and one person checks it.

　　For Wang Chenglong, the job of brushing glue is "too difficult". It is only controlled by hand. If you are not careful, you have to start again. "I look very anxious every day, and the output is really low, but it is used for aerospace series more and more." He began to think, innovation is being promoted from top to bottom in the workshop, and everyone has their own innovative small products. Why can’t they invent and innovate a machine to help complete this work?

　　In May 2015, Wang Chenglong began to fully contact with research and invention. When I go to work during the day, I take advantage of my off-duty or weekend time, and even set aside a studio for my own innovation in my newly bought house.

　　In July and August, Luzhou was in full swing. Many nights, Wang Chenglong went shirtless and studied in a stuffy little room without air conditioning until the early hours of the morning; Even if he finally lies down to rest, his machine is still haunting him in his dream. Wang Chenglong’s innovation was not smooth sailing. In his view, the "unsolvable problem" almost made him give up several times. "If it weren’t for the encouragement and support of Teacher Yang and colleagues in the workshop, I might not be able to do it."

　　Wang Chenglong said that in the process of machine development, how the machine can evenly brush the glue for the box once troubled him. "I always think about using a brush, but it is difficult to guarantee uniformity; Later, a colleague reminded me why I didn’t try it with a syringe. " It is this reminder that the needle brushing method developed by Wang Chenglong succeeded.

　　In November, the successfully debugged "Automatic Assembly Robot for Igniting Powder Box Covering and Sticking" was brought to the factory workshop by Wang Chenglong for trial use. At the end of December, the robot was officially put into the assembly work in the factory. This little robot directly shoulders the workload of the three people in the team.

　　"We needed four people to do this job before, and the pass rate was only 50%." Yang Yinyu introduced that after using the robot, only one person needs to operate the machine, and the product qualification rate can reach 95%. Nowadays, most of the assembly work of gunpowder boxes in the factory is undertaken by Yang Yinyu’s team, and Wang Chenglong’s innovative robot, South Sichuan Machinery Factory, also intends to copy it again, and put more effort into the production of gunpowder boxes, so as to promote the development of the whole factory towards semi-automation and automation.

　　Exploring the "national" global vision is the source of its power.

　　Yang Yinyu’s skill master studio was formerly known as Yang Yinyu’s team of South Sichuan Machinery Factory of China Aerospace Science and Technology Corporation. Because of its remarkable achievements in personnel training, management innovation and team building, it was rated as Sichuan Skill Master Studio in 2014 and upgraded to a national skill master studio in 2015.

　　In their study room, there are nearly 100 medals and award-winning certificates, large and small. The National Worker Pioneer, the National Quality Trustworthy Team, the Advanced Manned Spaceflight Team, the Gold Team of Sichuan Aerospace Technology Research Institute, and the Gold Team of China Aerospace Group are all in this room. In addition, there are innovative inventions of team members.

　　Since 2004, Yang Yinyu’s team members have invented more than 100 large and small tooling machines, which have solved many problems in their work, but in Yang Yinyu’s view, these are far from enough. "We still have a long way to go towards the goal of realizing automatic operation." Yang Yinyu said that innovation can never stop.

　　Not long ago, Wang Chenglong collected the differences of light bulb manufacturing between Japan and China, and communicated with the team members. After reading the contents collected by Wang Chenglong, everyone was shocked. "You can clearly see the difference. There was no one in the Japanese workshop, and there were many people in our workshop. " Yang Yinyu said, "This shows that there is still a big gap between our country’s machinery manufacturing industry and advanced countries. Our team members should work harder for this." In the view of Yang Yinyu and his team members, when doing their job well, it is not limited to their own small studio, but the source of motivation for this studio is to look at the world, learn from advanced technology, and constantly study and innovate.

　　Huaxi City Reader Xu Qing Photo courtesy of Propaganda Department of Luzhou Municipal Committee

[car home Xiamen Discount Promotion Channel] The good news is coming. The discount you are buying now is very attractive, and you can enjoy a maximum discount of 154,000 yuan. At present, the lowest starting price of BMW i4 in Xiamen has dropped to 322,900 yuan. If you are considering buying a car, please be sure to click "Check the car price" in the quotation form to get a higher discount!

The exterior design of BMW i4 is full of modernity and sportiness. The front face adopts BMW family-style design language and is equipped with a closed air intake grille, which shows its unique identity as an electric vehicle. The grille is surrounded by LED headlights with sharp shapes, which further enhances the visual impact of the front face. The body lines are smooth, the profile of the side shows a feeling of being ready to go, and the tail part adopts a long and narrow LED taillight, which echoes the headlights. The overall shape is both dynamic and full of science and technology.

The body size of BMW i4 is 4785*1852*1455mm, the wheelbase is 2856mm, the front tread is 1601mm and the rear tread is 1630mm. The body lines are smooth and dynamic, showing a forward sprint posture from the front face to the rear. In terms of tires, the front wheel adopts 245/45 R18 specifications, and the rear wheel adopts 255/45 R18 specifications, with 18-inch multi-spoke wheels, showing a unique sports style.

The interior of BMW i4 adopts modern and simple design style, which is driver-centered, providing a comfortable and technological driving environment. The steering wheel is wrapped in high-quality leather, which provides a good grip, and the up-and-down and front-and-rear distances can be manually adjusted to meet the driving needs of different drivers. The 14.9-inch high-definition touch screen on the center console integrates the functions of multimedia system, navigation, telephone and air conditioning, and supports voice recognition control, so that drivers can easily control the functions in the car without distracting themselves. The front seats provide heating function and are made of imitation leather, genuine leather or leather /Alcantara mixed material, providing excellent comfort and support for passengers. The driver’s seat is also equipped with an electric memory function to ensure that you can quickly adjust to the most suitable sitting position every time you drive. In addition, the car is equipped with multiple USB and Type-C interfaces to facilitate passengers to charge various electronic devices, and the front seats are also equipped with mobile phone wireless charging boards to make driving more convenient. The rear seats support proportional tilting, providing flexible loading space to meet different use requirements.

BMW i4 is equipped with a powerful electric engine with a maximum power of 210kW, which can provide abundant power output. At the same time, the maximum torque of the engine reaches 400 Nm, which ensures the excellent performance of the vehicle in the process of starting and accelerating.

It is said that the configuration parameters of I-series vehicles such as 3, 5 and X3 are almost the same, but the shells are different, but he willfully spent more than 100,000 yuan to choose i4, just for its unique face value and personality. As an imported model, he doesn’t need to buy home like other car owners before deducting the brand logo. The design of big nostril makes i4 look different as soon as it comes out. Some people even guess that this car is worth 600,000 yuan, which makes him feel a little embarrassed.

　　Late rice sickle harvesting in Longji Town, Sihong County, Suqian, Jiangsu Province. Photo by Zhang Lianhua (image China)

　　In Hohhot, Inner Mongolia, the contestants are welding. Photo by Ding Genhou (Image China)

　　An ocean-going freighter slowly left Shenzhen before the gulf Bonded Port Area. Photo by Shi Jiamin (People’s Vision)

　　"China’s economy has made extraordinary achievements in an extraordinary year, handing over an answer sheet that satisfies the people, attracts worldwide attention and can go down in history." Ning Ji Zhe, director of the National Bureau of Statistics, said on the 18th that China’s GDP will increase by 2.3% year-on-year in 2020, and it is expected to become the only major economy in the world to achieve positive economic growth. The total economic output has reached a new level of 100 billion yuan, and the social productive forces have reached a new level.

　　Comprehensive national strength has leapt to a new level, and the main objectives of macro-control have been achieved.

　　What does it mean for GDP to exceed 100 trillion yuan?

　　"This means that China’s economic strength, scientific and technological strength and comprehensive national strength have leapt to a new big step. It is of great symbolic significance for building a well-off society in an all-round way and starting a new journey of building a socialist modern country in an all-round way. " Ning Jizhen said.

　　Looking back at history, China’s economy has grown sturdily. In 2000, the total economic output reached 10 trillion yuan, exceeded 50 trillion yuan in 2012 and exceeded 100 trillion yuan in 2020. Within 20 years, the scale of economic aggregate will be expanded to 10 times. Looking around the world, the proportion in the world continues to increase. Per capita GDP has exceeded $10,000 for two consecutive years, ranking among the upper-middle income countries.

　　The economic aggregate has reached a new level, and the main objectives of macro-control have also been achieved.

　　The employment situation is generally stable, achieving 131.8% of the annual target. In 2020, there will be 11.86 million new jobs in cities and towns in China, which is significantly higher than the expected target of more than 9 million.

　　The price situation is generally stable, and the income growth of residents is basically in sync with economic growth. In 2020, the consumer price index (CPI) will increase by 2.5% over the previous year, which is lower than the expected target of about 3.5%; The per capita disposable income of the national residents actually increased by 2.1%, which was basically in step with the economic growth.

　　The overall balance of payments has improved, and the unit energy consumption has decreased. At the end of 2020, the balance of China’s foreign exchange reserves was $3,216.5 billion, an increase of $108.6 billion over the end of last year. In 2020, China’s energy consumption per unit GDP will drop by 0.1% compared with the previous year.

　　The economic aggregate has reached a new level and great historical achievements have been made in building a well-off society in an all-round way.

　　Decisive victory was achieved in the decisive battle against poverty. By the end of 2020, all rural poor people will be lifted out of poverty under the current standards in China, and all 832 poverty-stricken counties will be stripped of their hats.

　　The effect of pollution prevention and control is remarkable. In 2020, the proportion of average excellent days of air quality in 337 cities at prefecture level and above will reach 87%, an increase of 5 percentage points over the previous year.

　　The prevention and resolution of major risks have achieved results, financial risks are generally controllable, and the balance of local government debts is controlled within the limits approved by the National People’s Congress.

　　People’s living standards have improved significantly. China has built the largest social security system in the world, with basic medical security covering over 1.3 billion people and basic old-age security covering nearly 1 billion people.

　　Make overall plans for epidemic prevention and control and economic and social development, and take the lead in achieving positive economic growth in the world.

　　"These achievements were made when the COVID-19 epidemic ravaged the world, the world economy fell into a serious recession, and the external environment became more complicated and severe. It was hard to come by and it was only difficult to achieve." Talking about the report card, Ning Ji Zhe said.

　　At the beginning of 2020, the epidemic broke out suddenly, and China’s GDP in the first quarter dropped by 6.8% year-on-year. The CPC Central Committee with the Supreme Leader as the core has taken the overall situation into consideration, made scientific decisions, made overall plans for epidemic prevention and control and economic and social development, and led China’s economic giant to break the waves.

　　We will promote the resumption of work and production in an orderly manner, and the flow of people, logistics and capital will turn in an orderly manner. In April 2020, the growth rate of industrial added value above designated size turned positive, the growth rate of service industry turned positive in May, and the growth rate of foreign trade import and export turned positive in June … … China is the first in the world to realize economic growth from negative to positive.

　　Do a solid job in the "six guarantees" and fully implement the "six guarantees" task. Increase the fiscal deficit by 1 trillion yuan, issue 1 trillion yuan of special anti-epidemic treasury bonds, increase taxes and reduce fees by 2.5 trillion yuan, and promote the financial system to make a reasonable profit of 1.5 trillion yuan to the real economy … … A series of policy combination boxing will make the supply chain of the industrial chain basically stable. In 2020, the added value of 25 industries in 41 major industries above designated size will increase; In December 2020, the national 25-mdash; The urban survey unemployment rate of the 59-year-old employed population was 4.7%, which returned to the same level of the previous year, and the employment of residents was guaranteed; In the first 11 months of 2020, the expenditure on social security, employment, housing security and poverty alleviation related to the "three guarantees" at the grass-roots level increased by 9.8%, 9.5% and 9.2% respectively, and the grass-roots operation was well maintained.

　　We will further promote the structural reform of the supply side, and the vitality potential of market players will be fully generate. In 2020, "Opinions of the Central Committee of the Communist Party of China and the State Council on Building a More Perfect System and Mechanism for Market-oriented Allocation of Factors" and "Opinions of the Central Committee of the Communist Party of China and the State Council on Accelerating the Improvement of the Socialist Market Economic System in the New Era" were successively issued, and the pilot reform of mixed ownership of state-owned enterprises was further promoted, and the reform of power and oil and gas systems continued to deepen … … With the continuous advancement of comprehensive deepening reform, the effect of the "streamline administration, delegate power, strengthen regulation and improve services" reform continues to show. In the first November of 2020, there were 22,000 new enterprises established daily, with an average daily net increase of 12,000; In the fourth quarter, the national industrial capacity utilization rate reached 78%, up 1.3 percentage points from the third quarter, the highest point since 2013.

　　There are many favorable factors supporting the stable recovery of the economy this year.

　　The total economic output exceeded 100 trillion yuan, which laid a solid foundation for China to build a new development pattern. "The key to accelerating the construction of a new development pattern with the domestic big cycle as the main body and the domestic and international double cycles promoting each other lies in tapping the potential of domestic demand, especially consumer demand." Ning Jizhen said.

　　From the total amount, consumption is still the ballast stone for stable economic operation. In 2020, the proportion of final consumption expenditure to GDP will still reach 54.3%, which is 11.2 percentage points higher than the total capital formation.

　　From the incremental point of view, the pulling effect of consumption on economic growth is increasing quarter by quarter. In the fourth quarter of 2020, the total retail sales of social consumer goods increased by 4.6%, and the growth rate was 3.7 percentage points faster than that in the third quarter.

　　From the perspective of potential, there is still much room for improvement in giving play to the basic role of consumption. 2013— In 2019, the average contribution rate of China’s final consumption expenditure to economic growth is about 60%, while that of developed economies is generally 70%— 80%。

　　"From the situation in 2021, China’s economy has the foundation and conditions to continue the steady recovery." Ning Ji Zhe pointed out that although the pressure of "importing foreign defense and rebounding internal defense" in epidemic prevention and control is still great, the long-term positive fundamentals of China’s economy have not changed and are emerging.

　　Strong material foundation. China’s agricultural base position has been consolidated, and the total grain output has exceeded 1.3 trillion Jin for six consecutive years; The leading role of industry has been enhanced, and the industrial added value has exceeded 30 trillion yuan; Infrastructure is improving day by day, and the functions of transportation, communication, energy and water conservancy are enhanced.

　　The industrial system is complete. China has built the most complete industrial system in the world, and is the only country in the world with all the industrial categories in the United Nations industrial classification. The total volume of trade in goods ranks first in the world and it is the largest trading partner of more than 120 countries and regions. In 2021, facing the test of uncertainty, China’s complete production cooperation system and supporting capacity will continue to play an effective role.

　　The market space is vast. With a population of 1.4 billion, more than 400 million middle-income groups and a land area of 9.6 million square kilometers, China has the most growing domestic demand market in the world, and the advantages of super-large-scale market are obvious.

　　Strong scientific and technological strength. China’s total R&D investment has reached the second place in the world, and innovative achievements have emerged one after another, making it the largest international patent applicant in the world. The accelerated development of high-tech industries and strategic emerging industries has become an innovative driving force for high-quality economic development.

　　Rich in human resources. China’s labor supply scale ranks among the top in the world, 16-mdash; The 59-year-old working-age population is nearly 900 million, with 200 million skilled personnel, and the total number of R&D personnel ranks first in the world. This provides a steady stream of human capital and intellectual support for China’s high-quality economic development.

　　"In particular, the party’s strong leadership and remarkable institutional advantages are the fundamental guarantee for economic stability and social stability." Ning Jizhen said, "We will implement fiscal, monetary, employment, investment, consumption, regional and industrial policies more accurately and effectively in accordance with the requirements of the Fifth Plenary Session of the 19 th CPC Central Committee and the Central Economic Work Conference to achieve sustained and healthy economic development."

General Secretary of the Supreme Leader pointed out in the Party’s Report to the 20th CPC National Congress that to continue to promote theoretical innovation on the basis of practice, we must first grasp the world outlook and methodology of Socialism with Chinese characteristics Thought in the new era, and adhere to and make good use of the standpoints and methods that run through it. For this reason, "six musts" are put forward, the first of which is "the people must be supreme". When it comes to the "five major principles" that must be firmly grasped on the way forward, there is also "adhering to the people-centered development thinking". In the definition of "Chinese-style modernization", "modernization of common prosperity for all people" is even more impressive. It can be said that the people’s status as masters of the country has been clearly highlighted and emphasized in this report.

Since the 18th National Congress of the Communist Party of China, based on the historical view that the people are real heroes and the people-oriented ruling view, the Supreme Leader General Secretary has delivered a series of important speeches on how to adhere to the Party’s mass line, maintain the flesh-and-blood ties between the Party and the people, and earnestly safeguard the fundamental interests of the overwhelming majority of the people under the new historical conditions. To sum up, its central idea is to "ensure the implementation of citizens’ economic, cultural and social rights, strive to safeguard the fundamental interests of the overwhelming majority of the people, and ensure the people’s yearning for and pursuit of a better life." This central idea was later condensed into "people first". It is not only reflected in the material aspects such as the Party and the country’s efforts to improve the distribution system, ensure employment priority, improve the social security system and promote the policy of healthy China, but also in the spirit of effectively protecting the people’s rights to enjoy cultural achievements, participate in cultural activities and carry out cultural creation, and then become the cultural masters of this era.

The cause of socialist literature and art has always been highly valued by the party and the government, and its prosperity and development naturally cannot be separated from the norms and guidance of this central idea. How to always adhere to the people-centered creative orientation, with eyes down and center of gravity down, and provide more and better spiritual food for the people has always been a major concern of the Supreme Leader General Secretary. In 2014, at the symposium on literature and art work, General Secretary of the Supreme Leader summed up the historical experience of literature and art development, expounded the law of literature and art development with Marxist standpoint and method, and pointed out the direction for the development of literature and art in the new era. He pointed out that only by firmly establishing the Marxist concept of literature and art and truly taking the people as the center can literature and art exert the greatest positive energy. In his speech when he visited the members of the cultural and artistic circles and social science circles who attended the second session of the 13th Chinese People’s Political Consultative Conference, he pointed out: "It is a fundamental problem to find out for whom to create literature and art, and to study philosophy and social science." "The people are the source of creation. Only by taking root in the people can creation gain an inexhaustible source." In view of this, he proposed that "cultural and literary workers should go into the depths of practice, observe people’s lives, express people’s voices, and write, describe and sing people with their hearts and feelings". So, how to do this? His request is "multi-grounding gas" and constantly enhances "Foot strength, eyesight, brain power and pen power "to" cultivate feelings for the people ". In short, "there are one hundred and one thousand ways to create literature and art, but the most fundamental, crucial and reliable way is to take root in people and life". Only in this way can literature and art truly become "the horn of the times, which can best represent the style of an era and lead the atmosphere of an era".

In recent years, following the instruction of General Secretary of the Supreme Leader, the vast number of literary and art workers have made unremitting efforts to go deep into life and take root in the people, and created a large number of literary and art works rooted in history and reflecting the times, such as The Banquet at the Tang Palace, Only the Green, The Awakeing Age and Minning Town, which not only enjoyed by the people, but also achieved considerable economic benefits, prospering the literary and art market and activating cultural life. However, it should also be noted that there are still some negative errors in the field of literature and art that contradict the mainstream values of society, the real life and fundamental wishes of the people, and thus deviate from the mission of socialist literature and art. As far as the creation of movies and TV plays is concerned, there is a phenomenon that the story is separated from real life, and the large flow is out of touch with positive energy. In some places, sweet pet dramas, commercial war dramas and "legal style" occupy prime time, only using artificial flavor enhancers to adjust the storm of a glass of water, and then using beauty filters to cover up the vicissitudes of life, which not only seriously breaks away from the lives of ordinary people, but also shields and distorts the joys and sorrows that characters will inevitably produce in specific scenes, thus making the works lose their relevance to a wider audience, resonate with the same frequency of today’s great era, and convey a positive and healthy outlook on life. Although the investment in the early and late stages is huge and the cast is strong, it just can’t win the audience or even the box office. Sometimes, the interests of all parties earn a lot of money, but the voices, demands and interests of the audience are excluded and not reflected. All this needs to arouse the high vigilance and conscious resistance of literary and art workers.It is necessary for literary and art workers to launch targeted and meaningful literary criticism in order to achieve the purpose of transforming the false into the false, stirring up chaos and clarifying the Qing Dynasty.

General Secretary of the Supreme Leader once asked literary and art workers to "strengthen and improve literary theory and criticism, praise the good and discard the bad, stir up confusion and clarify the situation, guide creation more effectively, introduce fine works, improve aesthetics and lead fashion". According to this requirement, in 2021, the Central Propaganda Department and other five departments jointly issued the "Guiding Opinions on Strengthening Literary Criticism in the New Era", aiming at promoting literary criticism to better polish the weapon and grasp the steering wheel. Fundamentally speaking, this is precisely to put "people first", that is, to meet the cultural needs of the people. Its ultimate conclusion lies in the social atmosphere that people are regarded as the main body of literary expression and people are respected as important participants in aesthetic appreciation and judgment. Therefore, in contact with the spirit of the important exposition of the Supreme Leader General Secretary, "The times are the writers, we are the respondents, and the people are the reviewers", as literary and art critics in the front line, we must regard serving the people as our most sacred duty, not stick to the study and be obsessed with word games; Instead of relying on one’s own status, we should always demand and test ourselves by caring for the people, and sing praises of truth, goodness and beauty and expose falsehood, ugliness and ugliness in a language that the people can understand, thus creating a new situation of fresh and lively literary criticism.

Therefore, we should be soberly aware that with the influx of various western thoughts in the last century, "people’s nature" and "people’s literature and art" have been challenged to a great extent by aesthetics and humanity. Some people regard aesthetics and humanity as a new yardstick for judging literary creation and criticism, and try to re-understand literature and art on this basis, and even define literature and art, and draw many specious conclusions, resulting in many conceptual misunderstandings. We don’t mean to deny the significance of aesthetics and humanity to literary creation and criticism, but only think that people can’t be replaced by narrow, abstract or individual people, because it is impossible to create "human literature" in the true sense. The development history of literature and art is far more than the development history of people’s sensibility, body and desire. It should go beyond the empty time form and abstract personal experience, and be linked with the more essential direction of human progress and the future and destiny of a wider group of people. Especially today, when literature and art are no longer literature and art in the traditional sense, and literary creation is different from personalized creation in the traditional sense, but has become the production of various forces, many new literary forms are loved by the public and accepted as their own emotional expressions and even basic spiritual activities. We need to carefully screen, effectively guide, call on various means to keep pace with the times, adopt various theories, study the text in depth, be close to the object of criticism, and be sensible.While defending their cultural rights, we should effectively improve their appreciation level and broaden their aesthetic taste, so that they can really be encouraged by literature and art and gain the strength to move forward from aesthetics.

Looking back on the glorious history of our party’s leading literary and artistic work, as early as Yan ‘an period, faced with some people’s one-sided emphasis that literature and art must be formal and specialized, and then blindly worship "greatness", "westernization" and "antiquity", that is, they are keen on performing big dramas, foreign operas and ancient operas, and obsessed with "super-class love" and "abstract humanity", Comrade Mao Zedong put forward in a clear-cut manner at the Yan ‘an forum on literature and art: "Why is the problem of people one? Today, the position of writing for the people and singing for the people contained in "Speech at Yan ‘an Forum on Literature and Art" has not faded and lost its persuasiveness with the passage of time. We must inherit and carry forward the essence of Comrade Mao Zedong’s Speech, combine the current reality and the task of building a socialist modern country in an all-round way, seriously study and understand the spirit of the 20th National Congress of the Communist Party of China, further adhere to the people-centered creative orientation, launch more outstanding works to enhance the people’s spiritual strength, cultivate more literary artists with both morality and artistry, and cultivate a large-scale team of cultural and literary talents, while actively participating in the practice of literary criticism. Through my own scientific and rational observation, penetrating analysis, timely and effective suggestions and clear writing style, I will deepen the education of patriotism, collectivism and socialism,And in the whole society to carry forward the spirit of labor, struggle, dedication, creativity, diligence and thrift, cultivate a new look of the times, cultivate new people of the times who can take on the great responsibility of national rejuvenation, and make their own contributions to improve the modern public cultural service system, innovate and implement more specific, arduous and lasting undertakings such as the cultural benefit project. (Author: Wang Yonghao, Vice Chairman of the Chinese Literary Critics Association, Professor of Chinese Department of Fudan University)

China Art Newspaper (3rd edition, November 28th, 2022)