1905 movie network news Jumanji: The Next Level, a Hollywood action adventure masterpiece, will be released nationwide on December 6th, and the Brave Team led by "Stonestone" Qiang Sen will be assembled again. This time, the game world is completely out of control, the difficulty of the level is soaring, the visual wonders are escalating, and the lives of four people are hanging by a thread at any time.

On December 5th, the film released a special edition of "All-round Advanced", in which all the main creators appeared to show the interesting shooting process of the film, and all the people worked together to create higher-level works, which perfectly explained the spirit of the brave to challenge the peak. The film is directed by jack Kasdan, and Dwayne Douglas Johnson, Jack Black, kevin hart and Karen Sheila Gillan will return to the whole lineup.

The main creative staff appeared in the comprehensive advanced special edition. 　

Qi Xin, the brave, works together to fight the peak again.

In addition to the thrilling and funny clips of the film, the special edition also exposed the behind-the-scenes shooting tidbits for the first time, and the main creative staff made an appearance to tell about their expectations for the film. Qiang Sen, as the leading actor and producer, has very high requirements for this film: "If you are lucky enough to make a film as successful as the first Brave Game, you must get an by going up one flight of stairs when making a sequel."

For director jack Kasdan, he also wants to "fight the peak again": "We want to challenge ourselves and do something new that was not in the first movie." In order to present a fully upgraded game world, they challenged infinite possibilities during this shooting. Not only were the scenes more diverse and grand, but the actors also went beyond their physical limits.

The reunion of the whole excellent team inspired everyone’s creative inspiration, produced wonderful chemical effects, and created a series of jokes at the same time. For example, Qiang Sen played Grandpa Eddie, which made Awkwafina, who played a mysterious new role, very amazed. In addition, Dr. Yong Shi also met a more powerful opponent — — You Ergen, the cruel man, makes people wonder how the brave will fight against this "ultimate enemy".

"Man-Bird Wars" and "Speeding Cars" are frightening.　

Mouth gun partners love each other and kill each other, which brings laughter again and again　

The brave game world, which has returned to the audience’s field of vision, has ushered in a dangerous escalation and total loss of control, and the rapid transformation of a number of extremely thrilling new levels is dizzying. In addition to the primitive jungle where the man-eating hippopotamus is hidden in the previous work, there are endless abyss that kills people at any time, numerous peak forest pontoons besieged by wild mandrels, extremely cold snow-capped mountains that suddenly collapse and crack, and uninhabited desert & HELIP; …

The wild animals in the game world, such as wild mandrills, angry ostriches, man-eating pythons and ferocious hyenas, are lifelike and terrible, with clear hair expressions and 100% reduction; The ostrich gallops as if it were there, and the flying stones and gravel seem to be in front of it. The immersive visual experience brings the extreme stimulation that makes people’s adrenal glands soar.

At the same time, there are a lot of jokes in the film. Whether Qiang Sen plays a bad-tempered grandfather or kevin hart turns into an elegant old gentleman who speaks very slowly, Gao Fancha’s "laughter" is hilarious, and the two of them start the mode of love and killing each other along the way, which makes people laugh hysterically. In addition, the brave fought fiercely with the angry ostrich brigade and fought side by side with Bethany who turned into a dark horse. The super-burning group battle was exciting and full of jokes. It was a rare "effective" and funny masterpiece.

Global word-of-mouth harvest received rave reviews.　

"The biggest surprise of the year" triggered the expectation of the whole people.

"Jumanji: The Next Level" has been praised by the media since it was announced. Recently, it has been released in other regions and countries, and it has received numerous praises. As a sequel to Super IP, people feel full of sincerity: "It’s great to see such a wonderful sequel!" "Surprise, amazing! After reading it, I look forward to the follow-up development of IP. ""The most surprising, thrilling and sincere Hollywood action adventure blockbuster in 2019 "; The comprehensive upgrade of the visual spectacle is amazing: "This brave game world presents us with a shocking spectacle";

The wonderful performances of the leading actors won numerous praises: "The best partner of Qiang Sen and kevin hart is worth watching, and Awkwafina has excellent acting skills." "I can’t choose the best actor, because everyone in it performed super brilliantly, which makes people sincerely admire!" ; The film brings you thrilling and hilarious sensory enjoyment: "The film has brought me unexpected excitement and continuous laughter, which is simply a surprise everywhere!" The strong word-of-mouth given by local media and audiences has ignited the strong expectations of domestic fans for film release.

Short-listed for the Oscar for Best Visual Effects 　

Top production team to create "the most powerful film in the same file"

Recently, "Jumanji: The Next Level" was shortlisted for the Oscar for Best Visual Effects Award. The shocking visual effects presented in the preview attracted countless audiences, thanks to the top behind-the-scenes production team: more than 5,000 visual effects teams from all over the world created vivid details of fierce beasts;

Spectacular scenes and checkpoints full of imagination are manipulated by artists who have participated in special effects blockbusters; The Oscar-level visual effects director who participated in the production also participated in the production of this film, presenting the imaginary game world realistically and satisfying the dreams of countless people to enter the game world. Since the pre-sale of the film started last week, so far, the pre-sale box office has exceeded 10 million, and the pre-sale ratio ranks first, and other indicators such as wanting to see also take advantage, crushing the films released in the same file.

No matter from the aspects of IP popularity, production level, card lineup, etc., it can be called the strongest giant system at the end of the year. Newly upgraded levels and newly joined characters will present a novel and interesting sensory experience for everyone, which is definitely worthy of the title of the most anticipated Hollywood action adventure blockbuster at the end of the year.

Jumanji: The Next Level, a Hollywood action adventure masterpiece, is directed by jack Kasdan, and the four leading characters, Dr. Yong Shi Dwayne Douglas Johnson, geologist Jack Black, linguist kevin hart and sexy girl Karen Sheila Gillan, will return to the whole lineup! In order to save their lost companions, the Brave Four assembled again and entered an unknown world that was completely out of control. Facing the dangerous barrier of off the charts, Qiang Sen led the team to challenge the limit to escape. An adventure full of thrills and surprises is about to begin.

In the Internet era, ordering food by mobile phone is bringing new opportunities to the catering industry.

On July 30th, CBNData jointly released the Insight Report on 2018 Mobile Phone Ordering Trend (hereinafter referred to as "Report"). Based on word-of-mouth data, it focused on the latest development of mobile phone ordering in offline catering consumption, gained insight into the consumption characteristics of mobile phone ordering people and interpreted the latest development trend of offline catering.

CBNData "Report" shows that in the past year, the penetration rate of mobile phone ordering in merchants and consumers has increased significantly; Mobile phone ordering users have a high acceptance of fast food and snack catering with higher ordering efficiency; After 85 s and 90 s, they are fans of mobile phone ordering; Mobile phone ordering users are mainly concentrated in first-and second-tier cities. Hangzhou and Shanghai use mobile phones to order food most commonly, and the Yangtze River Delta urban agglomeration is far ahead.

The increase in the penetration rate of mobile phone ordering obviously helps to upgrade catering services.

Food is the most important thing for the people. According to the data of the National Bureau of Statistics, since 2015, the catering industry in China has achieved double-digit growth for three consecutive years, with a scale of nearly 4 trillion yuan. The growth of catering revenue has continuously outperformed the growth of total retail sales of social consumer goods. As aborigines in the Internet age, "post-80s" and "post-90s" have become the backbone of catering consumption, and it is very important for the catering industry to meet the needs of this consumer group through Internet.

The "Report" pointed out that the iterative upgrade of ordering methods is an important embodiment of the Internet in the catering industry, and ordering by mobile phone has become the latest trend to help upgrade catering services.

According to the Report, in the past year, the penetration rate of mobile phone ordering in both merchants and consumers has increased significantly. In terms of merchants, taking word-of-mouth platform as an example, compared with the second quarter of 2017, the number of merchant stores using mobile phone ordering function increased by 44% in the first quarter of 2018, and the coverage rate of merchant stores using mobile phone ordering function also increased by about 79%.

Before arriving at the store, consumers use the word-of-mouth App to order good food in advance, make an appointment and then pick it up at the store; After arriving at the store, consumers can order directly with their mobile phones without queuing. For merchants, the cost reduction and efficiency improvement brought by ordering food by mobile phone are remarkable. On the one hand, this ordering method can optimize the process and improve the turnover rate and service efficiency of the restaurant. On the other hand, it saves labor costs and consumables costs. Taking the comparison of operating costs of "Jindingxuan" before and after ordering food by mobile phone as an example, the labor cost of a single store can be saved by 240,000 a year, and the cost of paper menus can be reduced by 350,000 a year.

In addition, ordering food by mobile phone has also realized the change from "card" to "person" in member management. Mobile phone ordering and collecting a large amount of consumption data provide more possibilities for restaurants to create refined and intelligent membership services.

As the function of ordering food by mobile phone has been widely verified, the Report predicts that accessing mobile phone to order food will become the infrastructure for the operation of stores. After experiencing the embryonic stage and the initial stage of development in the past year, the access of mobile phone ordering in catering stores will usher in a period of rapid development in the next year.

Post-80s and post-90s become the main force of the new generation of mobile phone ordering, and have higher acceptance of fast food.

For consumers, ordering food by mobile phone can reduce the waiting time, get real-time discounts, meet their own personalized needs, and significantly improve the dining experience. According to the data of word-of-mouth platform, the number of mobile phone ordering users ushered in a large growth in the third quarter of 2017, which was higher than the growth rate of the overall number of users on the platform. In the first quarter of 2018, the number of users increased by 48% month-on-month, about twice the overall growth rate of the platform. The penetration rate of mobile phone ordering users has also continued to increase. The penetration rate in the first quarter of 2018 is about five times that in the second quarter of 2017.

Specifically, young users are the absolute main force of the mobile phone ordering party, and the number of users after 90 is the highest, followed by 85 and 95. The number of women users is also relatively higher than that of men.

From the peak of the post-90s and post-90s meals, it can be seen that they are new to the society and have not settled down yet, and they eat out and use their mobile phones to order food on weekdays. Moreover, the gap between the weekend catering consumption level of the post-90s and post-90s and the working day is more obvious, indicating that young people who will enjoy life consciously reward themselves and "eat something good" on weekends.

On the whole, mobile phone ordering users have a high acceptance of fast food and snacks, because their products are highly standardized and consumers have higher requirements for ordering efficiency. According to the Report, fast food and snack shops account for 40% of all mobile phone ordering shops, and contribute nearly 80% of mobile phone ordering pens.

However, this trend is also expanding to other catering categories. According to the report, men’s attempts to order food by mobile phone have expanded from fast food snacks to Chinese food, hot pot, western food and other categories, and after 90, they have expanded from fast food snacks to hot pot and other categories.

The "Report" pointed out that the new generation of people ordering food by mobile phone is highly coincident with the main group of food and beverage consumption in the store. The post-80s and post-90s’ sensitivity to time and pursuit of quality experience will push back the popularization and optimization of ordering function of mobile phones from consumers.

Hangzhou and Shanghai use mobile phones to order food, and the Yangtze River Delta urban agglomeration is far ahead.

Generally speaking, the fashionable trend starts from first-and second-tier cities, and then gradually spreads to low-tier cities, and mobile phone ordering is no exception. According to the Report, over 60% of mobile phone ordering users are concentrated in first-tier cities and second-tier cities, but the proportion of mobile phone ordering users in third-and fourth-tier cities is increasing.

At present, the development of mobile phone ordering in the Yangtze River Delta urban agglomeration can be described as the first. From the perspective of the whole year, the penetration rate of mobile phone ordering in the Yangtze River Delta urban agglomeration is significantly ahead of the Pearl River Delta and Beijing-Tianjin-Hebei urban agglomeration. Since the second quarter of 2017, the penetration rate of the Yangtze River Delta urban agglomeration has increased the fastest, while the Pearl River Delta urban agglomeration is relatively flat.

In terms of cities, Hangzhou and Shanghai are the leading cities in mobile phone ordering, and Hangzhou, as the "city of mobile payment", has become the development benchmark in the field of mobile phone ordering. Shanghai residents have used mobile phones to order food, but the frequency of use is not as good as that of Hangzhou, and their habits still need to be cultivated. There are many colleges and universities in Wuhan, and the government actively encourages scientific research and innovation, or promotes the atmosphere of ordering food by mobile phone, so it has become the only central city among the top ten.

The Report predicts that the advantages of first-and second-tier cities in ordering food by mobile phone will continue. Mobile payment was first popularized in the Yangtze River Delta urban agglomeration, and merchants are highly sensitive to Internet technology, and will still maintain their advantage in ordering food on mobile phones in the short term. Shanghai, which has the largest number of mobile phone orders, and Hangzhou, which has the largest number of mobile phone orders, are currently in the leading position, but it is still unknown who will spend the "first city".

Cctv newsOn July 23rd, the State Council Joint Prevention and Control Mechanism held a press conference on the safety and effectiveness of vaccines in Covid-19. According to the report of the World Health Organization, the newly confirmed cases in the western Pacific where China is located increased by 37% last week, which is the fastest growing region in the world. Omicron’s BA.5 sub-branch has spread to more than 100 countries and regions around the world, resulting in an increase in the number of infections, hospitalizations and severe cases, and the pressure on China’s foreign countries to prevent imports is increasing.

Recently, the local epidemic situation has shown a trend of multi-point distribution and frequent occurrence. In some areas, the epidemic spillover has not been completely blocked, and the prevention and control situation is severe and complicated.

We must unswervingly adhere to the general strategy of "external defense input, internal defense rebound" and the general policy of "dynamic clearing". The areas where the epidemic occurred should deal with the clustered epidemic according to the local situation, concentrate resources and strength to quickly put it out, and quickly curb the spread of the local epidemic; Border areas and entry cities should strictly implement various measures for external defense input, strictly manage in a closed loop, and resolutely avoid the destruction of defense and the overflow of epidemic situation; Areas where no epidemic has occurred should continue to do a good job in normalization prevention and control, and maintain the efficient operation of the emergency response command system.

Covid-19 vaccination should be continued.

Editor’s lead: Nowadays, many people will look for evaluation stickers on various platforms before buying goods. With Xiaohongshu as the representative, there are many bloggers in Xiaohongshu, ranging from stars to amateurs. They often post on it to help people grow grass or pull weeds. Among many products, how does Little Red Book occupy a favorable market and attract many loyal users? The author of this paper analyzes the user operation strategy of Xiaohongshu. Let’s take a look.

1.1.1 field

Xiaohongshu is a social e-commerce platform that provides sharing, communication and purchase channels for young Internet users who like shopping and love life. Users can discover good things all over the world through the platform, browse the product strategies summarized by various experts, share their own experience on the use of products, and also complete online shopping in the e-commerce platform.

Xiaohongshu was founded on June 6, 2013, with the asymmetric shopping information of Haitao as the breakthrough point. Since there were no products with similar positioning in the market at the time of its establishment, Xiaohongshu became a dark horse at the beginning of its establishment, and the number of users has exceeded 15 million in just one year. By December 2020, the cumulative download volume of Xiaohongshu has exceeded 5.3 billion, and the number of users has exceeded 300 million.

1.1.2 product positioning

At the beginning of its establishment, Xiaohongshu was positioned as a tool-based product, mainly aiming at the basic shopping guide of overseas markets. Later, through deep cultivation of UGC shopping sharing community, it continued to integrate content community and e-commerce module, and developed into the world’s largest consumer word-of-mouth library and community e-commerce platform.

At present, Xiaohongshu officially defines Xiaohongshu APP as a lifestyle platform for young people. With "UGC Content Community" as the core, users can record their life, share their lifestyles and form interactions based on their interests through short videos, pictures and texts. They can also purchase high-quality goods from all over the world through the welfare agency with one click. It is an online shopping note sharing community and a platform for self-operated bonded warehouses.

1.2.1 Target users

1) User characteristics

From the user portrait data of iResearch, it can be seen that the proportion of female users of Xiaohongshu is close to 80%, and the number of male users is only 20%, which shows that the target users of Xiaohongshu are mainly women, and the community sharing and e-commerce model is more in line with the shopping habits and user characteristics of female users.

Judging from the age distribution of users, the main users of Xiaohongshu are young people under the age of 30, and users aged 31-35 also account for a certain proportion.

From the geographical distribution, the users of Xiaohongshu are mainly concentrated in the coastal areas with highly developed economy. Users in this area generally have high living standards, strong consumption power, pursue quality of life, and have certain demand for overseas shopping.

2) user portrait

User portraits can be roughly divided into the following categories:

• Student groups: high school students and college students, born after 1995, are highly active, have enough time, pursue trends and fashions, are easily attracted by new things, and are willing to share and show their lives;
• Workplace groups: white-collar workers and office workers, in first-tier cities such as Beishangguang, pursue quality of life, like to share their living conditions, like overseas shopping of beauty products, refer to KOL’s notes before shopping, and are willing to share their experiences after buying;
• Online celebrity stars: KOL and stars in the vertical field, with certain social influence, spontaneously share beauty products or toiletries that grow grass every day through videos or notes, or cooperate with beauty brands to promote and gain income;
• Merchants’ shops: shop operators such as youth hotels, online celebrity restaurants, cafes and bars, aged between 20 and 35, pursue fashion and hot spots, and are good at using the Internet for publicity and packaging.

1.2.2 Demand Scenario

• Plenty of time, daily wandering, watching videos, notes, browsing the welfare club mall or other official flagship stores, watching the trend, killing time;
• Purposeful browsing, planning to buy products, experience services or learning skills, reading and learning KOL’s notes and experiences;
• Willing to share life, want to share new products purchased or new services experienced with social media, get appreciation and attention, and answer other users’ questions;
• Want to buy genuine overseas products, but lack the time or ability to do overseas shopping, and intend to buy welfare agency products or other overseas flagship store products;
• When preparing for cross-border/Hong Kong, Macao and Taiwan tourism shopping, check the selected shopping notes of the destination, find the favorite overseas goods and form a list.

1.2.3 Core functions

The slogan "Mark My Life" of Xiaohongshu defines that the core function of the platform is the dissemination of tag notes-that is, the output of content culture. Users can record their life, share their lifestyles and form interactions based on their interests through short videos, pictures and texts.

E-commerce models such as welfare agencies and limited-time purchases are the closed loop to complete the business model, allowing users to have a better experience.

Main functional structure:

Main business logic:

The main business logic is divided into two sections: e-commerce mode and social mode, and other functions serve these two sections.

Social mode refers to that core users (content producers) publish notes and share consumption experience, while ordinary users recommend notes according to the algorithm set by the system according to behavior records, and at the same time, they can browse, like and collect notes, and after paying attention, both parties can have social interaction by private letter; E-commerce mode refers to that users browse their notes, plant grass for goods, make purchases through welfare agencies or other means, continue to publish notes after use, and conduct more "online sharing", thus forming a closed loop in business.

• Time perspective: Xiaohongshu was established in 2013, and APP was launched at the end of 2013. It has been in operation for 7 years.
• User’s perspective: the number of user downloads began to exceed 100 million in November 2017, and then the number of user downloads increased by nearly four times. Up to now, it has accumulated more than 5.9 billion times and the number of users has exceeded 300 million;
• Product perspective: The latest version of Little Red Book is 6.81.1, which has been updated 4 times in the last 30 days and once in the last 7 days. Through continuous version iteration, the basic functions and core functions of the product are complete, and the platform is mainly based on content sharing. The content topics have covered various life fields such as fashion, skin care, make-up, food, travel, film and television, and the content range is getting wider and wider;
• Operational perspective: the core business of Xiaohongshu is UGC content operation, which realizes the closed loop of user behavior through user operation and e-commerce operation;
• Business perspective: profitable operation, constantly seeking ways to integrate with e-commerce, and has completed the D round of investment led by Alibaba.

Conclusion: Judging from the above, Xiaohongshu APP is in a mature stage.

According to the life cycle judgment of Xiaohongshu, the next report will focus on the analysis of household operation strategies in the initial stage, mature stage and mature stage.

In 2013, with the rapid development of mobile Internet and the large-scale use of smart phones, cross-border travel became a popular choice for travel, and consumers began to pay attention to the purchase of overseas goods. At the intersection of several trends, Xiaohongshu was established in Shanghai to meet the needs of users for cross-border shopping.

At that time, cross-border e-commerce was still in the blue ocean market. Xiaohongshu accurately captured the target users and user needs, focused on overseas shopping to share this blank market, accurately captured the pain points of people shopping overseas, and targeted women in first-tier cities who tended to shop in overseas markets, and gained the first batch of users.

4.1.1 Acquiring users

In October, 2013, the little red book shopping strategy based on PGC came into being. slogan is a basic shopping guide for entry-level users, covering 8 countries and several popular tourist destinations, including the United States, Japan and South Korea.

Users can download and read offline on the PC or iOS platform, and they have been downloaded 500,000 times in less than one month, which successfully attracted a group of young women with overseas shopping habits, which also proved the user’s demand for overseas shopping and accumulated the first batch of original users for Xiaohongshu APP.

4.1.2 Activate users

1) The "shopping guide" is transformed into a "sharing community", and high-quality UGC content enhances the social attributes of Xiaohongshu.

Considering that it is difficult for guide products to interact with users and become sticky, Xiaohongshu team launched APP V1.0 "Hong Kong Shopping Raiders APP" at the end of 2013.

By inviting experts from all fields and community promotion, women with overseas shopping habits are encouraged to share their shopping experiences on Xiaohongshu. By producing high-quality content through UGC, Xiaohongshu has accumulated a large number of middle-and high-income female users, and its stickiness has made a qualitative leap. More and more users are willing to exchange shopping experiences and have completed the acquisition and activation of early seed users.

In several version iterations, Xiaohongshu has continuously strengthened social functions and content publishing tools, effectively improving users’ participation and activity.

On the basis of high-quality content community, Xiaohongshu was upgraded from content community to "content+e-commerce" in October 2014, and the "welfare society" module was launched, and the business closed loop was finally formed. Xiaohongshu clarified the user’s needs and product development direction, and became a one-stop platform for e-commerce in women’s overseas shopping communities, from content planting to shopping mall ordering. slogan was changed to "find good things abroad".

2) The first global awards event, in which millions of users voted for good things from all over the world.

At the end of 2014, Xiaohongshu held the first global prize-winning activity. Within 20 days, 1.87 million people voted, which was very popular. The products and shops it launched once became the vane of outbound shopping.

This activity was all voted by users, attracting more people to participate in it through the most popular H5 method at present, and finally forming fashion list, makeup list, furniture list and other lists. The discussion heat of users in Xiaohongshu increased significantly, which brought high popularity and activity to Xiaohongshu, and also gained a number of new users for Xiaohongshu. Since then, global awards have been held for three consecutive years in 2015 and 2016, further expanding its influence.

For a product that has passed the initial stage, the core goal is to gain rapid user growth. Xiaohongshu has verified the user demand in the initial stage, and then began to attract more and more users through the update of product functions and the holding of creative activities, and quickly occupied the market, while slogan was changed to "a good thing in the world".

4.2.1 Get Users & Activate Users

1) "Fresh Meat Marketing for Anniversary Celebration" to gain new users-Fresh Meat Video, Fresh Meat Express and School Grass Express.

In the early stage of the 2015 anniversary, Xiaohongshu began to put on video advertisements for publicity. The content of the video was that a topless foreign male model showed Xiaohongshu’s slogan "Finding good things abroad" through the scene.

On the anniversary day, Xiaohongshu hired a group of foreign male models in SOHO, Shanghai, naked as customers to deliver the courier, and provided the "princess hug" benefits, which made the female users on the scene once boiling and accurately reached the target users. This activity brought 3 million new users and 50 million yuan in sales for Xiaohongshu. From the data point of view, the daily activities and new additions have doubled, which has successfully played a role in pulling new ones.

In September 2015, Xiaohongshu held a marketing campaign of "School Grass Express" in 12 universities in five cities across the country while the iron was hot, which once again set off a wave in the circle of female college students.

In the end, the "School Grass Express" event ended with 52.977 million exposures and 47,000 discussions, which successfully improved the overall popularity in the post-90 s circle. During the whole anniversary, Xiaohongshu APP ranked fourth in the total list of Apple App Stores, with 15 million users.

2) "Star Girl" Jelly Lin and other female stars and KOL settled in Xiaohongshu.

In April 2017, Little Red Book invited Jelly Lin, a "star girl", to officially settle in Little Red Book. Later, female stars such as Nana Ou-yang and Stephy and vertical KOL successively settled in Little Red Book.

First of all, the star itself has its own traffic. By entering the activity, it can increase the number of users and improve user retention; Secondly, the publication of life notes by stars will enable fans to see the daily life of the stars and narrow the distance between fans and stars. At the same time, the stars bring their own elements such as fashion, fashion and wearing, which can arouse the topic and effectively enhance the user’s activity. In addition, you can also use the fan effect of stars to promote some goods and improve profitability.

4.2.2 Retain users

1) Refined operation

At this stage, Xiaohongshu began to focus on the optimization of community functions, the page was revised many times, the product was iterated many times, and the recommendation algorithm was updated.

Based on the machine algorithm, Xiaohongshu will make personalized recommendations according to users’ interests and user portraits, and successfully achieve "content finding", which shows that Xiaohongshu team attaches great importance to users’ experiences and needs, and keeps more users with no clear browsing purpose through refined operation, which improves daily activity and user usage time.

In order to ensure users’ long-term retention, Xiaohongshu encourages users to publish, share, like, collect and comment, and sets up a ten-level user growth system. Each level corresponds to the task requirements of corresponding social attributes, and the completion of these tasks will grow to the next level, thus encouraging users to use little red books more.

In the process of upgrading and cracking down on monsters, users with creative ability are unconsciously encouraged to become new UGC, and more high-quality content is produced and spread on the platform, forming a positive circular incentive.

4.2.3 Transforming users

1) Red Friday

In November 2015, Xiaohongshu transplanted the "Black Friday" activity to China and launched the "Red Friday" promotion activity, which covered more than ten categories such as skin care and makeup. Selected overseas goods are less than 50% off, and all overseas direct mail goods are free of freight.

The gameplay is novel and the scene is strong, which paves the way for holiday promotion. Users can see the "Red Five" sign everywhere in the APP, and click to browse and buy their favorite products, which increases the daily activity of users and is also an important means to realize profit.

2) Three days and three nights between Hugh and Little Red Book.

In April, 2016, Xiaohongshu invited Hugh and planned the "Three Days and Three Nights between Hugh and Xiaohongshu" activity. Accurate artist matching+advertisement recording close to life, as well as the pre-heating of Weibo before going online, successfully created a wave of big topics on Weibo, which raised the popularity of Xiaohongshu to a higher level, and the new growth rate of users reached 100%.

This cooperation with Hugh once again accurately captured the female users of Little Red Book, and the label # Hugh Endorsed Little Red Book # created by fans on Weibo, which received more than 7 million readings.

At the same time, Xiaohongshu planned the promotion of the category of "Hugh Advertising with the same paragraph" of Welfare Society, and launched the activity of "Buy enough 699 to get the potato captain doll with the same paragraph in Hugh". The whole activity released the topic of quantity, guided the participation and dissemination of households, improved the activity of users and increased the sales of the mall, allowing users to experience all the charm of Little Red Book in a closed loop.

Through the operation in the growing period, Xiaohongshu has already had a large number of users and a relatively stable position, and established a brand image. The tonality of users has declined, and slogan has changed to "mark my life". At this stage, Xiaohongshu pays more attention to the operation of content communities, conducts thematic planning, and is guided by user activity, retention rate, commercial realization and user communication.

4.3.1 Activate users & keep users.

• Idol Trainee & Creation 101

In January and April of 2018, with the expansion of the fan economy, Xiaohongshu sponsored two phenomenal variety shows, namely "Idol Trainee" and "Creation 101". The two top variety shows brought super high exposure to Xiaohongshu, and Xiaohongshu users entered the spurt growth stage.

In addition to oral broadcast, insertion and logo, Xiaohongshu also invited trainees to come to Xiaohongshu to release notes and open a voting channel in the APP. From the data point of view, the diversion effect of the program broadcast for three consecutive months is extremely obvious.

The audience of the two variety shows are actually potential users of Xiaohongshu, especially women. They are keen on star hotspots and fashion trends. Xiaohongshu successfully acquired these potential users through the precise variety show. These users are of high quality and high activity. They posted articles on Xiaohongshu to share their love beans and spit out the competition system, which improved the overall activity.

At the same time, posting and sharing in voting rules can increase the number of votes, which actually improves the activity and retention rate of users.

After the end of the activity, the trainees continued to use Xiaohongshu to record their lives and publish their daily lives, which continued to attract fans. Fans would like to praise and comment on the trainees’ notes and buy the goods planted by the trainees, which improved the activity and retention rate of Xiaohongshu.

4.3.2 User Transformation & User Communication

1) Differentiated e-commerce live broadcast

With the popularity of Taobao’s e-commerce live broadcast, Li Jiaqi, Viya and other anchors constantly set a record for the transaction amount, and Xiaohongshu also started to conduct e-commerce live broadcast, trying to get the latest traffic bonus of the platform on the live broadcast track.

In 2019, Xiaohongshu tested the e-commerce live broadcast, and the enterprise model student "Perfect Diary" made a new product debut in Xiaohongshu live broadcast. The new products were quickly snapped up, and the powder rose by 100,000 people one week after the live broadcast. In April 2020, the live broadcast was officially launched and began to be open to all creators in the platform.

The next day, Xiaohongshu announced the 3 billion traffic and targeted support plan on the second creator’s open day, hoping to normalize the live broadcast. Xiaohongshu, which has always emphasized style and quality, also pursues a differentiated live broadcast form. The live broadcast is based on the core advantage content notes, mainly sharing and chatting, and the atmosphere with goods is more inclined to emotional attributes.

On the one hand, it improves the user’s activity and conversion rate through live broadcast, realizing the realization of the platform, and on the other hand, it also realizes the retention of outstanding creators by realizing the realization.

2) "Creator 123 Plan"&"Campus Big Player"

In the past two years, Xiaohongshu has launched activities such as "Creator Open Day", "Creator 123 Plan" and "Campus Big Player" to carry out the "Million Creator Support Plan" for creators who love to share their lives, aiming to help content creators improve the quality of notes and productivity, hoping to cultivate and retain excellent content producers through various incentives, so that creators and content can release greater influence, precipitate private domain traffic for creators, and provide diversified commercialization roads.

At the same time, attract more users to join the little red book to complete the purpose of word-of-mouth communication.

After the above analysis, we analyze the advantages and disadvantages of Xiaohongshu from three aspects: content operation, activity operation and household operation.

In terms of content operation, high-quality UGC content dissemination and community communication are the key points of Xiaohongshu’s success.

At present, Xiaohongshu has tens of thousands of notes in various hot topics such as fashion, skin care, travel, fitness, food, film and television, etc. The note list page made by high-quality creators gives people the most direct beauty enjoyment through exquisite filters and designed photos or small videos.

Xiaohongshu guides topics according to hot spots and user preferences, and encourages users to discover new content. Users can browse and share their life experiences on Xiaohongshu, and at the same time, they can complete a one-stop shopping experience from planting grass to placing orders.

On the other hand, the presence of more and more stars and KOL makes all kinds of commercial implants and soft articles appear in Little Red Books. The original intention of content creators to publish notes is no longer good recommendation, but commercial promotion, so users gradually become cautious about notes and have some doubts about the authenticity of the content.

For ordinary content creators, many people are also worried that the massive admission of star KOL will change the positioning of "Little Red Book" in a subtle way, and the style will gradually become the trend of "showing off wealth", so creators and staff of Little Red Book need stricter control and more accurate algorithms in content review.

Xiaohongshu’s achievements are largely due to the creativity of the event. At present, Xiaohongshu has established two festivals of its own label-"6.6 Anniversary Celebration" and "Red Friday". In addition, the platform often combines hot spots or self-made hot spots to carry out creative activities marketing, such as fresh meat express and linkage draft variety show.

Both online and offline activities have been well received, and the daily activity and new registrations during the activities are more eye-catching. In the next step, Xiaohongshu will launch cross-border cooperation with tourism, and also look forward to the next explosion point created by Xiaohongshu.

In terms of user operation, the users of Xiaohongshu are mainly divided into two categories: content producers and ordinary users.

For ordinary users, Xiaohongshu has established a user growth rating system, encouraging users to share life fun, publish notes, and communicate socially in the platform to become creators and produce high-quality content, thus forming a virtuous circle;

For content producers, the creator training system of the platform allows users to continuously produce high-quality content, and at the same time, it brings huge traffic and hot spots to the platform, and then users can cooperate with brands to realize traffic realization, thus ensuring the operation of the platform.

Despite this, Xiaohongshu is still under pressure in user conversion, and creative activities can often bring short-term profits to the platform, but once the popularity passes, the sales volume of the platform will return to the previous level.

Although Xiaohongshu’s "community+e-commerce" model realizes the closed-loop of user behavior, its commercial realization is not satisfactory, and its popularity and reputation do not seem to match the market share. In the end, it is because users have not changed the shopping mode of "planting grass on Xiaohongshu and pulling grass on other platforms", especially the "fake goods" that broke out in recent years have had a certain impact on Xiaohongshu’s reputation.

At the same time, with the increasing number of competitors on the social e-commerce track in recent years, the market expansion space is limited, and many APPs with overlapping functions are gradually launched, such as Tik Tok and Aauto Quicker, which focus on short video socializing, Netease Koala Shopping, a community-based shopping app integrating sharing and shopping, etc. Their rise has caused a large-scale shift in users’ attention, which will make Xiaohongshu lose a group of users to a certain extent. How to complete traffic construction and user maintenance in the industry with many giants will be the focus of Xiaohongshu’s consideration.

Judging from the data in October 2020, Xiaohongshu ranked first in the dating APP section of iResearch data community, and the number of independent devices is still rising, which is in the leading position in the industry.

Little Red Book has gradually developed into a comprehensive platform of community+e-commerce from the initial PDF travel shopping strategy, with the number of users exceeding 300 million. The content of this "book" of Little Red Book has become richer and richer, and more and more users have written it.

As the first batch of community+e-commerce products, Xiaohongshu identified the target users at the beginning of the product, fully met the needs of users, and successfully realized the integration of two seemingly weak modules through marketing activities, realizing the logical self-consistency of the product and the closed loop of user behavior within the product.

• The e-commerce industry is already in the Red Sea competition, and users don’t seem to buy the e-commerce platform of Xiaohongshu, and there is still much room for improvement in traffic liquidity;
• Faced with the same type of content community or social e-commerce APP that is rising, how can Xiaohongshu maintain its position and maintain its relationship with users?

6.2.1 Strengthen the connection between content and e-commerce, and constantly explore the integration of content community and e-commerce platform.

Realize the intercommunication between seller’s comments and notes, place the product link at the appropriate place on the note page, or attach the sharing notes of star KOL to the product page to enhance the user’s impression and trust; Invite the official flagship store to settle in and improve the variety of goods.

On the basis of the original REDelivery international logistics system, a mature supply chain system and a perfect management system are established to support its e-commerce platform and ensure the authenticity of goods; At the same time, establish a supervision and audit mechanism, conduct regular spot checks, remove inferior products in time, and do a good job in after-sales service.

6.2.2 In terms of user maintenance, we should adhere to the tonality of the product itself and ensure the high quality of the core content.

Increase the reward function of high-quality content, give more direct ways to prove creative ability and get more economic encouragement for high-quality content; Establish a hot list of little red books similar to Weibo Hot Search and Zhihu Hot List, inform users of current trends, improve users’ immersion time, and thus increase users’ stickiness.

New user incentive mechanisms, such as daily sign-in reward, watching live broadcast time reward, shopping reward, sharing reward, etc., will enable users to get incentives not only from spiritual and emotional aspects, but also from material benefits, and these rewards can be used for cash deduction in e-commerce sectors such as welfare agencies, thus forming a cycle.

Xiaohongshu has developed from an unknown APP to a national-level software in just six years. Behind this is the creation and efforts of the founding team. "Three points rely on innovation and seven points rely on hard work." In the future, Xiaohongshu will provide more interesting community games to meet more needs of users, and expect Xiaohongshu to write his own wonderful.

　

This article was originally published by @ 京京京京京京京京京京京京京京京京 is a product manager. Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.

　　BEIJING, Beijing, July 19 (Reporter Zhang Ni) The mobile phone can enjoy private sleeping space at a low price by scanning the QR code gently without identity registration. Recently, the "shared sleeping cabin" that appeared in Beijing, Shanghai and other places has attracted people’s attention. However, shortly after its launch, this novelty was urgently suspended.

　　Why does "shared sleep" encounter such an embarrassing situation? What are the hidden dangers behind the operation? Is there room for development in the future? In response to the above-mentioned series of questions, the reporter of Zhongxin. com conducted an interview survey a few days ago.

　　On the afternoon of July 18th, the door of the "Sleeping Space" experience store on the second floor of Zhonggang Plaza Venture Corporation in Zhongguancun Street was closed. Zhongxin.com reporter Zhang Nishe

　　Evacuate many places before it is hot. "Shared sleeping cabin"suspend use.

　　Recently, something called "shared sleeping cabin" appeared in Beijing, Shanghai and Sichuan. No deposit, no extra charge, no need to register your ID card, you can sleep by turning on your mobile phone to scan the code, and the minimum 6 yuan is half an hour … … The simple operation mode and low price attracted people to watch.

　　However, this concept of "shared sleep" has not had time for most people to "try it early", and it has ushered in the fate of suspension.

　　According to media reports, recently, a "shared sleeping cabin" in Zhongguancun, Beijing was closed, and the "shared sleeping cabin" in Yinhe SOHO also temporarily stopped operating.

　　On the afternoon of the 18th, the reporter from Zhongxin. com came to the "Enjoy Sleeping Space" experience store on the second floor of Zhonggang Plaza Venture Corporation in Zhongguancun Street and found that the door was indeed closed, and the words "System upgrade, suspended use" were posted outside the door.

　　Subsequently, the reporter scanned the QR code, and the mobile phone popped up a "system update and maintenance" prompt, which could not be used normally.

　　At the same time, according to media reports, similar situations have occurred in the experience points in Shanghai and Chengdu. Contrary to the fate of bike-sharing, which was quickly spread across the country before, "shared sleep" was embarrassed to leave before it was hot.

　　On July 17th, a shop named "Enjoy Sleeping Space" in Beijing was closed. China News Service reporter Jia Tianyong photo

　　Person in charge: it is expected to be officially launched after the initiative to shut down.

　　Why did the "shared sleeping cabin" stop using? Is this behavior done by the police?

　　Dai Jiangong, co-founder and CEO of Xiangshui Technology, denied the statement that it was "seized by the police" on the Internet.

　　Dai Jiangong told the media that the company has not received any rectification opinions or seizure notices from the relevant departments since the pilot at the end of May, but for the sake of long-term development, it is necessary to communicate with relevant departments, so it took the initiative to suspend all "shared sleeping cabins" in Beijing.

　　He emphasized that the company has put more than a dozen "shared sleeping cabins" in Beijing to test and collect user feedback, but it has not been officially launched. The positioning of this project is not hotels or renting beds, but to provide a comfortable space for office white-collar workers in a relatively closed office building, which is not open to the public at night.

　　In addition, the person in charge also told the media that there is no approval and license from relevant departments for the "shared sleeping cabin" at present, but the local industrial and commercial administration departments have been invited to check it out and explain the situation to them. The company will be officially launched after obtaining permission from relevant departments such as health and fire protection.

　　On July 17th, a shop named "Enjoy Sleeping Space" in Beijing was closed. China News Service reporter Jia Tianyong photo

　　Lack of supervision "shared sleep" has many hidden dangers.

　　In view of the emergence of the new concept of "shared sleep", there are both support and opposition.

　　Supporters generally believe that this kind of sleeping cabin is simple to use and low in price, which meets the needs of many office workers for a nap. At the same time, some opponents believe that the health and safety hazards of sleeping cabin are huge.

　　In this regard, Su Haopeng, a professor at the Law School of the University of International Business and Economics and director of the Consumer Protection Law Research Center, said in an interview with Zhongxin.com that unlike bike-sharing, the "shared sleeping cabin" caused great controversy as soon as it appeared, mainly because its industry was different from that of bike-sharing.

　　"Although the operator emphasizes that the sleeping cabin is only used by the internal staff of some office buildings, and it is not a 24-hour service, it is provided for others to rest, and it is a market-oriented and profitable behavior. It should be included in the scope of the hotel industry from the perspective of economic format." Su Haopeng emphasized that it is necessary to manage the "shared sleeping cabin" according to the hotel industry from the service content.

　　He emphasized that the operation of the "shared sleeping cabin" involves a series of management issues such as fire protection, sanitation and public security. If you conduct business activities without the supervision of any relevant departments, it is a violation of the relevant laws and regulations on industrial and commercial management.

　　Zhu Wei, a professor at China University of Political Science and Law and an expert member of the internet society of china Sharing Economy Working Committee, also believes that in China, the operation of hotels and guesthouses needs the approval of many departments, such as industry and commerce, health and fire protection, but today’s "shared sleeping cabins" do not have these qualifications, which hides many hidden dangers. These "shared sleeping cabins" must obtain the relevant qualifications of offline hotels to ensure the health and safety of users before they can go online.

　　Under the upsurge of "sharing economy", what can be done with people "share”？

　　The embarrassing experience of "shared sleeping cabin" has also made people start to think about whether the products that have sprung up under the upsurge of "sharing economy" really belong to the sharing economy, or are they just in the name of "sharing"?

　　In Su Haopeng’s view, "sharing economy" is not an accurate legal or policy concept. "In a broad sense, as long as a commodity or service is used by an unspecified majority, it can be called ‘ Sharing economy ’ 。”

　　He believes that the current "shared sleeping cabin" is basically the same model as bike-sharing, and it can be included in the broad sense of "shared economy", which is a new economic form.

　　On the other hand, not everything is suitable for "sharing". This kind of "shared sleep" which is in seamless contact with the body is difficult to guarantee in terms of safety and hygiene, and its rationality is worth considering.

　　Zhu Dajian, director of the Institute of Sustainable Development and Management of Tongji University, also believes that sharing is very fashionable now, but not every kind of "sharing" has a stable and long-term demand, and not every new thing covered with "sharing" has innovation, which still needs to be tested by the market and society.

　　In his view, from sharing among acquaintances to sharing among strangers by mobile payment, the era significance of sharing economy lies in breaking "everything should pursue possession" and becoming "not seeking possession but seeking use". (End)

　　□ Our reporter Luo Shasha □ Our correspondent Ding Jin

　　In recent years, with the continuous development of the e-sports industry, some lawless elements have set their eyes on e-sports and surrounding derivative projects in order to gain high illegal interests. A 14-member criminal gang headed by Gong and Liu set up an e-sports company, developed an e-sports game App, and opened a casino in the name of "Bounty Tournament". In just three months, the gambling money involved was as high as 8.6 million yuan.

　　On June 14th, 2023, the People’s Procuratorate of gusu district, Suzhou City, Jiangsu Province filed a public prosecution, and the court sentenced 14 people, including Gong, Liu, Deng and Li, to prison terms ranging from five years and three months to one year and six months, and fined them ranging from 50,000 yuan to 20,000 yuan. Some of them were suspended. He was ordered to withdraw more than 1 million yuan of illegal income and confiscated more than 100 tools such as computers and mobile phones. At present, the judgment has come into effect.

　　In August, 2021, Xiao Liu, a college student who lives in gusu district, Suzhou, got a short live video of "Bounty Tournament". According to the anchor, this game App called "Meet Me" contains all kinds of popular mobile games. If you win in the random pairing game, you can win the bonus, and you can withdraw it through the App.

　　Not only can you play games, but you can also get money if you win? Xiao Liu, who was very excited, quickly downloaded, registered and logged in, and found that to participate in the "prize-winning battle", he had to recharge the diamond in the App as an "admission fee". Xiao Liu has recharged 100 diamonds and transferred to the entrance of a shooting mobile game that he often plays through the platform to participate in the battle. The so-called "bonus" is the sum of the "admission fees" of him and other players. Although he won 100 diamonds in the end, 30 diamonds were automatically taken away by the platform. Under the reminder of a friend, Xiao Liu realized that the platform was involved in gambling, so he immediately uninstalled the App and called 110.

　　After receiving the report, the public security organ filed a case for investigation. The police found that Xiao Liu’s recharge funds flowed to an e-sports company in Chengdu, and a total of 14 suspects including the company’s head Gong, management Liu, App development and promotion and financial personnel were locked up. In September 2021, with the cooperation of the Chengdu police, the police arrested all the suspects and brought them to justice, and the "Mutual Help" App was immediately forced to stop.

　　After investigation, Gong and his friend Liu partnered to open a network technology company, which faced losses due to poor operation. One day, when Gong accidentally saw an e-sports game advertisement of "winning the game and earning a bonus", he wanted to develop an App to explode the popularity of mobile games and use the "bonus" gimmick to attract traffic. The company only needed to sit and enjoy the draw.

　　Later, Gong persuaded five people, including Liu, to use the state’s support policies for the e-sports industry to register and establish Encounter E-sports Co., Ltd. and obtain the e-sports business license. The business scope includes sports competition organization, animation game development, sports event planning and other e-sports related content. Gong is the actual controller of the company, and Liu and other five people are the shareholders of the company. After joint discussion, they instructed five technicians, including Li and Ma, to develop the "Mutual Help" App, which was officially launched in June 2021. The company’s employees, Deng Mou and Huang Mou, used the online platform to promote the "Bounty Tournament" as a gimmick to attract players to download the App. After registration, they recharged through WeChat and Alipay and bought diamonds as virtual coins. After the user pays the prescribed equivalent virtual currency, the platform randomly pairs into the game, and the winner wins all the rewards and cashes out through App. The company draws profits according to the proportion of shooting mobile games 30% and pushing tower mobile games 20%, and financial staff Xu is responsible for fund settlement. After verification, the App has been in operation for 3 months, and the registered users have reached 2.6 million, and the user’s recharge amount has exceeded 10 million yuan.

　　In November 2021, six management personnel, including Gong Mou and Liu Mou, were arrested by the gusu district Procuratorate on suspicion of opening a casino, and eight technical, promotion and financial personnel, including Li Mou, Deng Mou and Xu Mou, were criminally compulsory on bail pending trial. It was found through trial that from June to September, 2021, 14 people, including Gong and Liu, organized players to participate in online gambling through App. The gambling money involved was as high as 8.6 million yuan, and the profit from it was more than 1 million yuan, which constituted the crime of opening a casino.

　　"The company has a legal e-sports license, ‘ Meet each other ’ App is similar to JJ landlord, how can it be regarded as opening a casino? " In January 2022, the case was transferred for review and prosecution. Gong and Liu tried to cover up the facts of the crime and insisted that they were engaged in legal and compliant e-sports business.

　　According to the review of the procuratorate, the "Mutual Encounter Help" App provides users with a recharge channel for converting cash into virtual currency and a withdrawal channel for converting virtual currency into money again. Users can bet virtual currency as a chip, and the companies involved are drawn from the amount bet by each game player. The resulting user recharge and withdrawal are drawn from the companies involved, which correspond to the "up and down" links of gambling respectively, and belong to online gambling activities.

　　"In fact, as long as it meets ‘ Money goes in and money goes out, winning or losing is random ’ This gambling feature can constitute the crime of opening a casino, ‘ E-sports ’ Camouflage is just self-deception. " Undertaking the introduction of prosecutor Liu Ben. In fact, along with the bloody e-sports competition, there were criminals who developed the e-sports quiz App, which allowed players to recharge and bet, and the platform settled and cashed out. In essence, it opened an online casino under the banner of e-sports quiz, which once attracted many players to indulge in it. In contrast, the "mutual encounter" App uses "playing games and winning bounty" as a cover and puts on a "legal coat", which is more confusing and tempting. Young people who love e-sports games, especially students at school, have weak discrimination ability, and are easy to fall into this kind of well-disguised trap, breaking the law without knowing it, so we should take a warning and be vigilant.

　　How can we stay away from this kind of online gambling trap? The procuratorate reminded that buying chips to bet, winning or losing determines the income and can be exchanged for cash. As long as these three characteristics are met, whether it is chess, mobile games or other forms, it is already suspected of gambling violations. The masses must improve their discriminating ability, put an end to luck, download and log in games through official platforms and formal channels, don’t trust online advertisements and private recommendations, and don’t click on links that come from unknown sources. Once illegal activities such as gambling are found, they should take the initiative to refuse and report them immediately. Never believe gimmicks such as "generous bonuses" and "one-second cash withdrawal", otherwise they may be bankrupt, heavily in debt, and may be investigated for legal responsibility.

On August 9, 2023, Hangzhou Asian Games Organizing Committee released the sample design of paper tickets and electronic commemorative tickets for sports competitions.

The face design of paper tickets for Hangzhou Asian Games revolves around urban cultural connotation, interactive sharing among the whole people, sublimation of Asian Games theme, etc., based on the core graphic "Moist", with laurel yellow as the main color in the core color system "Light Makeup and Heavy Makeup", combined with the silhouette design of Hangzhou landmark attractions such as "Three Tans Printing the Moon" and various competition sports icons, through the cultural collision between history and modern times, it conveys the unique cultural charm of the host city and forms a unified vision with the image of Hangzhou Asian Games.

In order to appeal to the whole people to help the Green Asian Games, Hangzhou Asian Games recommended the use of electronic tickets. Users who purchase electronic tickets can sell tickets on the official website H5 page and the Smart Asian Games One-stop • The electronic commemorative tickets of the corresponding project are extracted from the ticket folder of the ticket service, and the exclusive ticket book is generated, which is convenient for collection, sharing and dissemination. Electronic commemorative tickets can be divided into four types: gold, silver, copper and general, and the winning proportions are 5%, 10%, 15% and 70% respectively. Electronic commemorative tickets and exclusive electronic ticket books are first used in comprehensive sports games held in China, which is a vivid embodiment of the concept of intelligent competition.

A variety of anti-counterfeiting technologies are adopted for the tickets of sports competitions in this Asian Games, which are easy to identify and difficult to copy. At the same time, the intelligent application of technologies such as Internet, big data and blockchain in ticket inspection and ticket anti-counterfeiting is used to provide the public with a new experience of intelligent ticketing. The ticketing blockchain is used to record every node of tickets from production to use. Ticket holders can trace the information through the two-dimensional code of tickets. Paper tickets can be viewed directly by scanning the code, and electronic tickets can be viewed by clicking on the ticket folder details page.

(Headquarters reporter Xia Zhou Jinjian Jiang Wei Liu Yi)

　　On June 19th, in Lianyungang Port, Jiangsu Province, a ro-ro ship was loading a batch of goods exported overseas. With the support of many policies such as tax reduction and fee reduction, China’s foreign trade enterprises seized the opportunity to resume work and production, and accelerated the pace of "going out". Photo by Geng Yuhe (Zhongjing Vision)

　　Since the beginning of this year, in the face of the severe and complicated situation, the CPC Central Committee has timely deployed and issued a series of tax reduction and fee reduction policies to release water to raise fish and help market players to bail out development. Finance, taxation and other relevant departments at all levels implement relevant policies and measures to reduce the tax and reduce the fees. From January to June this year, 1,504.5 billion yuan was added to reduce taxes and fees, effectively reducing the burden on market players.

　　Recently, Liu Kun, Minister of Finance, said in his "Report of the State Council on Budget Implementation since this year" to the NPC Standing Committee that from January to June this year, 1,504.5 billion yuan of new taxes and fees were reduced, effectively reducing the burden on market players.

　　In the face of the impact of the COVID-19 epidemic, how can relevant departments and localities implement policies and measures to increase tax reduction and fee reduction? How do enterprises feel about reducing taxes and fees?

　　Help ensure supply and benefit people’s livelihood

　　Since the beginning of this year, in the face of the severe and complicated situation, the CPC Central Committee has timely deployed and issued a series of tax reduction and fee reduction policies to release water to raise fish and help market players to bail out development.

　　1.073 billion masks, 4.39 million protective clothing and 4.7 million in isolation gown … … After the outbreak, Steady Medical Supplies Co., Ltd. made every effort to ensure the supply of epidemic prevention and treatment materials. "Tax cuts and fee reductions have given us strong support. According to the relevant equipment newly purchased by the key materials production enterprises for epidemic prevention and control to expand production capacity, a one-time pre-tax deduction policy for enterprise income tax is allowed. The company invested about 80 million yuan in various production equipment in Shenzhen, which can be deducted once before tax. " Wu Kezhen, financial director of Steady Medical Care, said.

　　In addition to sound medical care, Shenzhen Mindray Bio, Yi Yatong and other enterprises also fully enjoy the tax reduction and fee reduction bonus in the anti-epidemic insurance supply. "The tax reduction and fee reduction policy is highly targeted, which effectively guarantees the prevention and control of the epidemic and the supply of materials." Tang Shukui, director of Shenzhen Finance Bureau, said.

　　Among the key support materials for epidemic prevention and control, in addition to medical emergency materials, the supply of daily necessities such as grain and oil is also very important. "After our company filed an application for 1.6 million yuan of incremental value-added tax allowance, it arrived in 2 days." Ms. Tong, a financial officer of Red Dragonfly (Chongqing) Vegetable Oil Co., Ltd., said that at the critical stage of capacity expansion, the receipt of this tax refund fund effectively eased the cash pressure of enterprises.

　　It is noteworthy that the policy of tax reduction and fee reduction covers a wide range, which effectively guarantees the basic people’s livelihood. Chongqing has introduced a series of measures to reduce fees within the scope of local power, and provided sufficient supply for people’s basic living needs by ensuring market players and ensuring the stability of the supply chain of the industrial chain. For example, in view of the urgent problems faced by enterprises in returning to work and expanding financing, the use rate of emergency working capital for re-lending will be reduced by half to provide bridge support for enterprises to renew loans. It is estimated that the annual re-lending will be 21 billion yuan, indirectly saving financing costs by 600 million yuan.

　　In Shenzhen, only the policy of exempting the income obtained from providing public transportation services, living services and providing residents with express delivery services of essential living materials will reduce the burden on enterprises by 700 million yuan. Take Shenzhen Boxma Xiansheng as an example. From January to April alone, the value-added tax was reduced by more than 3.5 million yuan.

　　Enterprises increase vitality and add stamina

　　The epidemic situation has brought difficulties to the operation of enterprises, especially small and micro enterprises and private enterprises, which have weak ability to resist risks and are more vulnerable to shocks. On the basis of previous years, this year, we further implemented measures such as tax relief and mitigation, and increased the tax reduction and fee reduction of small and micro enterprises.

　　On August 3rd, customers lined up in Modern China Tea Shop Window of the World store to buy milk tea. More than 260 shops in Modern China Tea Shop once pressed the "pause button" after the outbreak, and now they are full of vitality. "Our stores are all small and micro enterprises, and a series of preferential policies are applicable. In the first half of the year, direct stores reduced the value-added tax by 10.81 million yuan, social security by 3.11 million yuan, and deferred corporate income tax by 1.1 million yuan, greatly reducing operating costs." Cheng Xiaofeng, financial director of Hunan Chayue Catering Company, said that in July, the average revenue of this enterprise store was about 280,000 yuan, setting a record high.

　　"Tax reduction and fee reduction effectively eased the financial pressure of the majority of small and medium-sized enterprises during the epidemic, played a role in promoting the resumption of work, stabilizing and expanding employment, promoting enterprises to expand production capacity and increase investment, and improving market activity." He Weiwen, deputy director of the Hunan Provincial Department of Finance, said that in the first half of this year, the province’s accumulated tax reduction and fee reduction exceeded 31 billion yuan.

　　The epidemic has an obvious impact on import and export, and foreign trade enterprises are facing severe challenges. In order to support the steady foreign trade, the fiscal and taxation departments have issued clear policies. Since March 20th this year, the export tax rebate rate of 1,084 products such as porcelain sanitary wares has increased to 13%, and that of 380 products such as plant growth regulators has increased to 9%.

　　Chongqing International Composite Materials Co., Ltd. is mainly engaged in the production and sales of glass fiber series products and reinforced plastic products, and its export business accounts for 40% of the total business volume. "The main products of the enterprise are within the scope of benefit, and it is estimated that the tax rebate for the enterprise will increase by 11.4 million yuan throughout the year." Li Kangzhi, a financial officer of the company, introduced.

　　According to the latest statistics, by the end of June, 25,000 export enterprises nationwide had enjoyed the bonus of this export tax rebate policy.

　　At the same time, the tax authorities have launched a series of measures to facilitate and speed up the export tax rebate, so as to promote the export tax rebate to speed up and increase efficiency. In Chongqing, the single tax refund of "Full Electronic Refund" arrived on the same day as soon as possible, and the average processing time of tax refund business was reduced to 3 working days, which was more than 50% lower than before.

　　Weisheng Information Technology Co., Ltd. is a communication terminal equipment manufacturing enterprise, and handled export tax rebate of 4.2 million yuan in the first half of this year. "Thanks to Hunan’s export tax rebate ‘ Immediately report and do it ’ System, tax refund funds can be received within 1 working day. " Zhong Xiyu, secretary of the board of directors and chief financial officer of VIA Company, told the reporter.

　　"Tax refund funds ‘ Living water ’ Rapid return plays a role in stabilizing foreign trade ‘ Support ’ Function. " Ming An Bin, member of the Party Committee and Deputy Director of State Taxation Administration of The People’s Republic of China Shenzhen Taxation Bureau, said that as of July 29th this year, the bureau had handled a total of 67.085 billion yuan of export tax refund (exemption).

　　Work together to implement the reduction.

　　One point for deployment and nine points for implementation. Finance, taxation and other relevant departments at all levels have implemented relevant policies and measures to reduce taxes and fees in place, which has promoted steady economic and social development.

　　Tang Shukui introduced that Shenzhen has established a linkage and information sharing mechanism between finance, taxation, social security, medical insurance and other departments to smooth the policy to the "last mile".

　　Shenzhen tax department vigorously promotes "non-contact" taxation, forming a taxation pattern with online taxation as the main channel and comprehensive speed-up and flow control in the lobby. "We conscientiously do a good job in the implementation of preferential policies, non-contact taxation, data services and epidemic prevention and control, and help market players to move forward lightly." Zhang Guojun, Party Secretary and Director of State Taxation Administration of The People’s Republic of China Shenzhen Taxation Bureau, said.

　　With the in-depth implementation of various policies and measures to benefit enterprises, the vitality of Shenzhen market players has recovered rapidly. The value-added tax invoice data of 3.5 million taxpayers in the city show that the overall sales revenue of Shenzhen in the first half of the year has fully recovered to the same level of the previous year, and the overall recovery rate is nearly 100%.

　　Since the beginning of this year, the Hunan Provincial Department of Finance has established and improved the working mechanism of tax reduction and fee reduction for the first time, set up the coordination mechanism of finance, development and reform, taxation and human society departments, planned tax and fee policies and measures in advance, made a good analysis and calculation of tax reduction and fee reduction, and took the lead in introducing preferential tax and fee policies to support small and micro enterprises and individual industrial and commercial households to resume work. In Yueyang City, the work of tax reduction and fee reduction is included in the assessment of promoting the high-quality development of the private economy and key fiscal and taxation work in the city.

　　"In order to ensure that the national tax reduction and fee reduction policies and measures go directly to enterprises and become the main body of the market ‘ Empower ’ We implement grid services and strengthen the follow-up of policy implementation. " Wang Jianping, deputy director of State Taxation Administration of The People’s Republic of China Hunan Provincial Taxation Bureau, said. It is reported that Hunan Province has established a system for cadres of tax authorities at all levels to go to enterprises for research and counseling, to solve tax-related problems such as policy application and qualification identification for enterprises such as Lansi Technology, and to form a policy implementation guide, which is applied in the province.

　　In Chongqing, the municipal departments of discipline inspection and supervision, finance, taxation and auditing, the Chongqing Supervision Bureau of the Ministry of Finance and the Chongqing Special Office of the National Audit Office have jointly strengthened the supervision of tax reduction and fee reduction. At the same time, we will implement "interaction between banks and taxes", improve tax-related data value-added services, and link tax credit with financial credit to provide financial support for enterprises that operate in good faith and pay taxes according to law. "Chongqing will be more active in implementing a proactive fiscal policy and fully stabilizing enterprises to protect market players." Chen Junwu, director of the Tax Administration Department of Chongqing Finance Bureau, said. (Economic Daily China Economic Net reporter Zeng Jinhua)

　　The Supreme Court’s decisions on physician-assisted suicide carry important implications for how medicine seeks to relieve dying patients of pain and suffering.

　　Although it ruled that there is no constitutional right to physician-assisted suicide, the Court in effect supported the medical principle of "double effect", a centuries-old moral principle holding that an action having two effects— a good one that is intended and a harmful one that is foreseen— is permissible if the actor intends only the good effect.

　　Doctors have used that principle in recent years to justify using high doses of morphine to control terminally ill patients’ pain, even though increasing dosages will eventually kill the patient.

　　Nancy Dubler, director of Montefiore Medical Center, contends that the principle will shield doctors who "until now have very, very strongly insisted that they could not give patients sufficient mediation to control their pain if that might hasten death."

　　George Annas, chair of the health law department at Boston University, maintains that, as long as a doctor prescribes a drug for a legitimate medical purpose, the doctor has done nothing illegal even if the patient uses the drug to hasten death. "It’s like surgery, "he says. "We don’t call those deaths homicides because the doctors didn’t intend to kill their patients, although they risked their death. If you’re a physician, you can risk your patient’s suicide as long as you don’t intend their suicide."

　　On another level, many in the medical community acknowledge that the assisted-suicide debate has been fueled in part by the despair of patients for whom modem medicine has prolonged the physical agony of dying.

　　Just three weeks before the Court’s ruling on physician-assisted suicide, the National Academy of Science (NAS) released a two-volume report, Approaching Death: Improving Care at the End of Life. It identifies the undertreatment of pain and the aggressive use of "ineffectual and forced medic al procedures that may prolong and even dishonor the period of dying" as the twin problems of end-of-life care.

　　The profession is taking steps to require young doctors to train in hospices, to test knowledge of aggressive pain management therapies, to develop a Medicare billing code for hospital-based care, and to develop new standards for assessing and treating pain at the end of life.

　　Annas says lawyers can play a key role in insisting that these well-meaning medical initiatives translate into better care. “Large numbers of physician s seem unconcerned with the pain their patients are needlessly and predictably suffering, ”to the extent that it constitutes “systematic patient abuse.” He says medical licensing boards “must make it clear … that painful deaths are presumptively ones that are incompetently managed and should result in license suspension.”

　　36. From the first three paragraphs, we learn that

　　[A]doctors used to increase drug dosages to control their patients’ pain.

　　[B]it is still illegal for doctors to help the dying end their lives.

　　[C]the Supreme Court strongly opposes physician-assisted suicide.

　　[D]patients have no constitutional right to commit suicide.

　　37. Which of the following statements its true according to the text?

　　[A]Doctors will be held guilty if they risk their patients’ death.

　　[B]Modern medicine has assisted terminally ill patients in painless recovery.

　　[C]The Court ruled that high-dosage pain-relieving medication can be prescribed.

　　[D]A doctor’s medication is no longer justified by his intentions.

　　38. According to the NAS’s report, one of the problems in end-of-life care is

　　[A]prolonged medical procedures.

　　[B]inadequate treatment of pain.

　　[C]systematic drug abuse.

　　[D]insufficient hospital care.

　　39. Which of the following best defines the word “aggressive" (line 3, paragraph 7)？

　　[A]Bold. [B]Harmful. [C]Careless. [D]Desperate.

　　40. George Annas would probably agree that doctors should be punished if they

　　[A]manage their patients incompetently.

　　[B]give patients more medicine than needed.

　　[C]reduce drug dosages for their patients.

　　[D]prolong the needless suffering of the patients.

　　analysis：

　　36. From the first three paragraphs, we learn that we know from the first three paragraphs.

　　[A] doctors used to increase drug dosages to control their patients’ pain.

　　Doctors used to increase the dosage of drugs to control patients’ pain.

　　[B] it is still illegal for doctors to help the dying end their lives.

　　It is still illegal for a doctor to help a critically ill person end his life.

　　[C] the Supreme Court strongly opposes physician-assisted suicide.

　　The Supreme Court strongly opposes medical-assisted suicide.

　　[D] patients have no constitutional right to commit suicide.

　　The patient has no constitutional right to commit suicide.

　　[answer] b

　　[test site] factual details.

　　[Analysis] This question tests all the contents of the first to third paragraphs, and the relevant information of option [A] can be located in the third paragraph, but the article says that "doctors have only used this principle to defend their actions in recent years." There is no way to say "used to be" in the article. Option [B] can be located in the second paragraph, which mentions that "the Constitution does not give such rights". So it can be said that this answer is correct. Option [C] can be located in the second paragraph, but the court supports this approach. As for [D], it is obviously wrong.

　　37. Which of the following statements is true according to the text?

　　According to the passage, which of the following statements is correct?

　　[A] Doctors will be held guilty if they risk their patients’ death.

　　If doctors risk patients’ lives, they will be found guilty.

　　[B] Modern medicine has assisted terminally ill patients in painless recovery.

　　Modern medicine has helped terminal patients to recover painlessly.