According to Japanese media reports, a few days ago, the idol actress Yuan Qianhui, who has attracted much attention for her role in the Japanese TV series Queen 3, held a commemorative event for the release of the latest photo album LOSVAGAS. She advertised that this work showed the ultimate sexiness and also had very cute content.

　　On the day of the event, Yuan Qianhui was wearing a short skirt in Santa Claus style. For this photo album with super exposure, she said, "It’s really very exposed, and I worked hard when shooting, showing the ultimate sexy and lovely content." Recalling her work experience in Los Angeles and Las Vegas during filming, she said: "Everything I saw was large in size, and I felt very fresh. I was very happy there and was completely captured. It took a lot of time to get back to reality." However, shooting in the desert is not so easy. Yuan Qianhui said: "I don’t know the direction of going back at all. Everyone is talking and walking, and the car is still stuck in the sand."

　　This photo album was shot in Los Angeles and Las Vegas. Yuan Qianhui looked for a theme shot in the local area, which reflected her personal style. There are super sexy clothes, and colors and styles are very cute. Looking back on this year’s achievements, Yuan Qianhui said: "I am very satisfied this year and have done a lot of things I want to do. I hope I can make greater progress as an actor next year and shoot more works. I hope I can challenge the stage play and read more books next year." Starting next month, Hara Chihiro will start filming the Japanese drama Dr. Ichiro.
　

　　CCTV News:Researchers announced on the 3rd that two serious security vulnerabilities have been found in computer chips, involving a large number of computers and smart phones around the world, which may be the most influential security vulnerability in computer history.

　　A large number of computers and smart devices or "strokes"

Image source network

　　Google announced on the 3rd US time that its team and technicians from many countries have jointly discovered two chip-level security vulnerabilities, through which hackers can illegally read system memory and steal key information such as passwords. One of the vulnerabilities involves almost all CPU chips produced by Intel in recent years, and the other vulnerability affects chips produced by Intel, AMD, a semiconductor company of Chaowei, and ARM Technologies, UK. That is to say, almost all desktop computers, notebook computers and Internet servers using Intel’s CPU, as well as computers, smart phones, tablets and other intelligent devices using chips from Intel, AMD, and ARM Technologies, may be recruited.

　　Major manufacturers have introduced security patches one after another.

　　However, the researchers said that they had discovered these two vulnerabilities in the middle of last year and informed major manufacturers. Over the past six months, various companies have been making security patches to fix these two vulnerabilities. At present, both Microsoft and Apple have prepared security patches for their desktop computer operating systems, and Google also said that smartphones using the latest version of Android operating system are also safe. It is not clear whether Apple’s iphone and ipad tablets are also affected by these two security vulnerabilities.

　　No sign of vulnerability being exploited by hackers has been found yet.

　　The BBC quoted the British network security agency as saying that users don’t have to worry too much. So far, there are no signs that these two vulnerabilities have been obtained and exploited by hackers, so it is only necessary to update the security patches of major manufacturers in time. However, some media also said that security patches may slow down the system, and the degree of slowdown may be between 5% and 30%. Intel denied this statement.

　　The operation cost of the webcast platform is high, and its income mainly includes advertising revenue, rewards for users (including gifts and props), cooperation with game companies and peripheral manufacturers, etc. However, according to industry sources, advertising and other income can not fully cover the cost of most live broadcast platforms, and many live broadcast platforms still rely on "financing" support.

　　Recently, a survey report on webcasting shows that there are about 200 webcasting platforms in China, and almost half of netizens said that they have seen webcasting. Some netizens wondered, with so many webcasting platforms, does it mean that it is very simple or low-cost to make a live broadcast platform? What is the cost geometry of these live broadcast platforms? Where does the income come from? In the live webcast, millions of people watch it at the same time. So, are these audience figures true? What is the income of the anchors? In the interview, Beijing Youth Daily reporter learned that at present, most live broadcast platforms are still in a state of "burning money", of which the highest cost is the cost of anchor and broadband, and the highest anchor has an annual salary of 3 million.

　　phenomenon

　　Top anchor has an annual income of 3 million

　　There are many kinds of webcasts, and games are a major part of webcasts. Traditional game content, due to various reasons, rarely appears in the mainstream media, and there is no unified channel in the game digital charging channel. However, in the live webcast, the game has become one of the most important contents of several live broadcast platforms, attracting millions of users to watch it every day. Dong Rongjie, executive vice president of YY, once said, "Up to now, we are very optimistic about the live broadcast of the game. Although it faces a lot of problems as far as the status quo is concerned, we are still very optimistic about the live broadcast of the game from our mentality and strategy."

　　A "gold anchor price list of a live broadcast platform" circulated on the Internet shows that the highest anchor signing price of the platform has reached 2 million in January, equivalent to 24 million years. The anchors in this price list are all from popular online games, such as LOL and dota2. Their daily live broadcast time is from 12: 00 to 20: 00, and the signing price ranges from 500,000 to 2 million per month. This kind of "worth" is even comparable to a first-line star.

　　But "worth" or "signing price" is not the real income that the anchor gets personally. Miss, the anchor who signed a platform with a net worth of 17 million, officially responded a few days ago: "The real number is far lower than the previous reports of the media. In the video industry, large-scale program cooperation involves dozens of teams, a large amount of equipment investment, etc. It is not unusual for tens of millions of companies to cooperate. My income is not that high. " In other words, the cost of manpower and equipment of online programs is high, and the price of cooperation needs to cover the above costs, and only a small part of it eventually falls into the pocket of personal anchors. According to industry sources, at present, the annual income of top anchors is 3 million, and there are not many who can make millions.

　　experience

　　The "gift" given by the audience to the anchor is expensive.

　　The reporter of Beiqing Daily randomly opened a live broadcast website and saw that there were advertisements for two games directly above and below the live broadcast page, and the middle was the main window of live broadcast. On the right side of the live broadcast window, the conversation between users and others will be displayed in real time, and if a user gives a gift to the main broadcast, it will be displayed in real time. At the top of the page, there are some users’ names and rankings. These are the top ten users who gave gifts in this live broadcast.

　　At the same time, "Quiz this game" is displayed in the lower left corner of the live broadcast window. After logging in, users can bet to answer the quiz questions. If the quiz is correct, the system will settle the accounts in proportion, and these "notes" need users to spend money to buy in the early stage. In addition, at the bottom of the page is "Hot Promotion", which includes officially promoted hardware, props, activities and other advertising content such as other games and hardware.

　　In the live broadcast, the audience will give the anchor "gifts". Although these gifts are virtual, they are expensive when converted into RMB. For example, in the fish fighting platform, there are props such as fish balls, shark fins, airplanes and rockets, among which fish balls are the cheapest, about 100 fish balls =1 horn, and one shark fin in 1 yuan, while airplanes and rockets are worth 100 and 500 shark fins respectively, that is, 100 yuan and 500 yuan. A user told the reporter of Beiqing Daily that it is common to be smashed by hundreds of thousands in a live broadcast. He said that the name of the user who gave the gift will be displayed in the live broadcast room, and the name of the user who gave the high-value gift will be directly displayed on the barrage of the live broadcast screen; If you send the same gift, you can also brush out a visual effect. Not only will other users in the room pay attention to which "local tyrant" gave it, but the anchor will also thank him specially in the program.

　　However, according to reports, these gifts are not all owned by the anchor, but are divided into the anchor and the platform. Different platforms are divided into different types, some are divided into five or five, and some are divided into three or seven, while some well-known anchors are separately discussed. Therefore, this share becomes a part of the platform revenue.

　　press sb for an interview

　　The number of people on the webcast platform has moisture.

　　One day last year, Xiao Zhi, a well-known anchor, entered into a battle with a well-known domestic team to play LOL games on the platform of DouYu. Real-time data shows that the number of people watching the live broadcast in this room once soared to 4.44 million, which was captured by netizens and widely circulated on the Internet.

　　However, the number of network platforms is often questioned with great moisture. According to some users, different platforms have different moisture content, and some rooms will show hundreds of thousands or even millions of online people when they broadcast live in the middle of the night, which is "very unscientific". On September 19th last year, the public micro-signal of "E-sports" broke the Oolong event of DouYu’s number: when the original WE players smiled and broadcast live on the betta platform, the number of viewers actually exceeded "1.3 billion", which is almost the total population of our country.

　　Some engineers have simulated N users visiting the live broadcast room at the same time on a single PC, and found that the number of online rooms with 120,000 people on the platform may be only 40,000, and the water content is as high as 70%. In addition, in September 2014, an anchor directly revealed during the live broadcast that the platform displayed 120,000 viewers, but 80,000 viewers for the anchor, because his performance was determined by the number of viewers.

　　reveal a secret

　　The live broadcast platform is still supported by "financing"

　　In the video industry, in addition to the cost of manpower, a large number of equipment investment costs are also very high, and broadband investment is a large part of it. Yin Hu, head of Zhanqi TV, said that the monthly bandwidth expenditure of Zhanqi TV is as high as 10 million. Broadband determines the image quality and speed, and these factors directly affect the user experience of live broadcast. Affected by high broadband fees, many live broadcast platforms are losing money. Jia Wei, vice president of Momo, said in an interview that Momo’s income can already pay for broadband costs.

　　According to an industry insider, the bandwidth of some live broadcast platforms is based on the peak monthly bandwidth of this month. Then, according to the bandwidth cost of 20 million yuan /T/ month given by the current industry, assuming that according to the current standards, the definition provided to users is 720P, which is equivalent to about 1.5M bandwidth for each user, then if there are 1 million viewers watching the live broadcast at the peak, it will need about 1.5T bandwidth. According to this calculation, the theoretical bandwidth cost of the live broadcast platform is about 30 million yuan per month. However, due to the application of IDC, CDN and other technologies in live broadcast, that is, allowing multiple people to operate concurrently, the actual bandwidth and cost occupied are also lower than this figure, and some may be divided by 3, which is about 10 million yuan per month.

　　But if the peak exceeds 1 million viewers, the cost will rise. Take Huya TV as an example, its investor Huanju Times’ financial report for the fourth quarter of 2015 shows that the revenue from Huya live broadcast in the fourth quarter of 2015 was RMB 133.6 million (about US$ 20.6 million), and the bandwidth expenditure in the fourth quarter (including Huya live broadcast and other services) was RMB 161.1 million (about US$ 24.9 million), and the monthly bandwidth expenditure exceeded RMB 50 million.

　　Cao Jin, former executive vice president of YY, said in an interview with the media, "In terms of operating the e-sports live competition platform, the current cost of broadband accounts for about 40% of the overall operating cost, and the cost of content including copyright, events and teams accounts for 30%-40%, and 20% is the company’s operating cost. Some companies still need to pay about 20% of the cost in promotion, which is very expensive to do. "

　　However, although the live broadcast platform has high operating costs, its income methods are also diverse. It is understood that the revenue of the live broadcast platform mainly includes advertising revenue, user rewards (including gifts, props, etc.), and cooperation with game companies and peripheral manufacturers. According to insiders, advertising and other income can not fully cover the cost of most live broadcast platforms, and many live broadcast platforms still rely on "financing" support.

　　In March of this year, Betta TV, the live broadcast platform, announced that it had received over $100 million in financing from Series B led by Tencent, and both Series A investors Sequoia Capital and Nanshan Capital will continue to invest; In February of this year, ImbaTV announced that it had won the investment of heroes’ mutual entertainment; At the end of last year, the live broadcast community Fire Cat TV announced that it had obtained the $10 million Series A financing of Youku Tudou. In November last year, the game live broadcast platform Dragon Ball completed nearly 100 million US dollars of financing, which was led by Youjiu Games and followed by Tencent. In December last year, virtual hall, a live video platform, won the B round of RMB financing & HELIP; … Many cases show that the game live broadcast platform is booming in financing, and financing is also the way for the live broadcast platform to survive.

　　Supervision

　　The "anchor blacklist" is still being updated.

　　In January of this year, Betta TV was "live broadcast". Previously, the platform was repeatedly exposed to indecent videos and anchor large-scale live videos; In addition to fighting fish, many live broadcast platforms also have similar problems, and the supervision of live broadcast platform content has become a common concern of the industry and the government.

　　In March of this year, the National Office for Combating Pornography said that in view of the recent situation of pornographic and vulgar online broadcast platforms, the National Office for Combating Pornography coordinated the deployment of the National Network Information Office, the Ministry of Public Security, the Ministry of Industry and Information Technology, the Ministry of Culture, the State Administration of Press, Publication, Radio, Film and Television, and other departments, and seriously dealt with the responsible persons and units involved in the alleged dissemination of obscene videos, such as betta "live broadcast". At the same time, the monitoring of major live broadcast platforms should be strengthened. For example, the Ministry of Public Security has set up cyber security police offices on YY and other key live broadcast websites, and the Ministry of Industry and Information Technology has organized technical forces to conduct information security assessments on more than 50 mainstream live broadcast platforms at home and abroad, and timely cooperated with relevant departments to do a good job in handling illegal and illegal information of live webcasting according to law. In addition, it also urged all localities to seriously deal with illegal live broadcast platforms, investigate the legal responsibilities of relevant personnel and units, and coordinate relevant departments to suspend business for rectification until it is closed.

　　In addition to government departments to increase punishment, industry self-discipline is also an important aspect. In April this year, a number of webcasting platforms jointly issued the "Beijing Webcasting Industry Self-discipline Convention". It is understood that the "Convention" was jointly drafted by the Beijing Cultural Law Enforcement Corps and the Beijing Network Culture Association. The contents include that anchors need real-name authentication, live webcasts should be kept for no less than 15 days, and no registration channels should be provided for anchors under the age of 18. At the same time, a number of anchors are included in the "anchor blacklist", and the blacklisted anchors will no longer be employed by the webcast platform, and this list is still being updated.

　　Text/reporter Wen Wei for the picture/vision china

On the eve of New Year’s Day in 2024, the three-hour press conference of Xiaomi Automobile wrote a strong footnote for the automobile industry in China in 2023. Just like many press conferences in the Internet age, a series of classic quotations from Lei Jun, founder, chairman and CEO of Xiaomi Group, broke through one community after another and spread faster than technology and product content. Subsequently, all kinds of analytical articles are flying like snowflakes. However, how did the foreign media, which have been paying close attention to the development of electric vehicles in China in recent years, focus on the Xiaomi auto conference? What do they all pay attention to?

China’s technology giants want to enter the top five in the global car industry.

First of all, foreign media pay special attention to Xiaomi’s goal of "becoming one of the top five automakers in the world". In his report, Reuters used the word "quickly" for Xiaomi’s goal immediately after the release of the first electric car. CNN reported that Lei Jun announced that he hoped to achieve this goal in 15-20 years.

Why did Lei Jun put forward this goal? Why are foreign media so sensitive to Xiaomi’s vow to enter the "top five"? Lei Jun once said that the top five brands in the world will hold more than 80% of the shares when summing up Xiaomi’s entrepreneurial thinking. That is to say, it will only make sense if they finally enter the top five in the global industry and ship more than 10 million units a year. "This will be extremely cruel competition." Bloomberg commented that Lei Jun believes that Xiaomi can shake the transportation industry just like shaking the smartphone market ten years ago.

Secondly, the foreign media will also focus on the entry of electric vehicles by China technology enterprises. The Wall Street Journal reported: "Apple is being overtaken by China’s smartphone competitors in the automotive field. Huawei and Xiaomi have launched electric vehicles for use with mobile phones. " CNN wrote at the beginning of the article, "Just a few days after Huawei launched another electric car, Xiaomi launched its first electric car, which shows that the efforts of China technology giants to join the electric car competition have begun to bear fruit."

At the press conference, Lei Jun didn’t start talking about the "operating system" and ecological concepts that technology companies are good at. Instead, what people see is a "good student" Lei Jun, who talks about motor, battery and die casting. I have to say that this is very "millet" in itself. Because the development of Xiaomi itself is an exploration of "manufacturing industry in internet plus", whether it is a smart phone or a smart car, Lei Jun emphasizes the need to adhere to the "triathlon"-hardware, software and Internet services simultaneously. This is also the capability characteristic of China technology enterprises compared with foreign technology companies, which can integrate upstream and downstream industrial chains, quickly and massively transform technology into actual products, and achieve a good customer experience. Therefore, it is understandable that foreign media pay close attention to the electric vehicle manufacturing of China science and technology enterprises.

In addition, foreign media naturally have a good understanding of the natural advantages of Xiaomi’s car. Reuters noticed that SU7, Xiaomi’s first electric car, would share the operating system with Xiaomi’s mobile phone and other electronic devices, and thought it would be an advantage for Xiaomi to attract customers. The US Consumer News and Business Channel (CNBC) reported that Xiaomi is famous for its smart phones and household appliances, which is a potential advantage area for Xiaomi, and Xiaomi wants to create a "full ecology of people, cars and homes".

Hard-core technology shapes game breakers.

Reuters also mentioned the "super motor" technology introduced by Xiaomi Automobile, which can provide faster acceleration speed than Tesla and Porsche electric vehicles. At the press conference, Lei Jun said that the goal is to create a beautiful, easy-to-open, comfortable and safe mobile smart space, and to be a dream cars comparable to Porsche and Tesla. In the era of always expecting subversion, Xiaomi has found two benchmarking targets, which at first sounds like nothing new. However, it is not easy to do. This means that Xiaomi should make progress in major technologies that can be intuitively experienced by the market.

In the complex automobile research and development and production, Xiaomi first solved some core problems of electric vehicles and made breakthroughs in key technologies with suppliers. For example, accelerate performance. Among the five core technologies released by Xiaomi Automobile this time, the first one is the super motor developed by Xiaomi. The motor has three generations of synchronous operation, mature generation, research and development generation and pre-research generation. Among them, the V6/V6s motor with a speed of 21,000 rpm has been mass-produced, and the V8s motor with a speed of 27,200 rpm has been mass-produced. It will be put on the bus in 2025, and the Xiaomi next-generation super motor with a pre-research speed of 35,000 rpm has applied for a patent. Xiaomi SU7 is equipped with V6/V6s super motor, of which SU7 Max version adopts dual-motor all-wheel drive, and the zero-speed acceleration is as fast as 2.78 seconds.

Another example is the battery, the core component of electric vehicles. Xiaomi CTB integrated battery technology integration efficiency will reach 77.8%, which is the first battery cell inversion design with better safety system and endurance. The cruising range of the two versions of Xiaomi SU7 under CLTC condition is 668km and 800km respectively. Lei Jun said at the press conference that as an automobile manufacturer with a factory in the north, Xiaomi Automobile will challenge the winter battery life.

In addition, another technology that has been in the forefront of the world is the 9100t integrated large die-casting equipment cluster independently designed by Xiaomi and its Titan alloy independently developed. This high-end manufacturing will help Xiaomi Automobile to improve manufacturing efficiency and quickly occupy the market in the future.

Halfway through the conference, the release of intelligent driving and intelligent cockpit technology began slowly. Lei Jun once again mentioned the strategy of building a "full ecological scene of people and cars", and said that the essence of intelligent driving is artificial intelligence. In 2016, Xiaomi began to invest in artificial intelligence and proposed that perception is the foundation. Therefore, the self-developed adaptive zoom BEV technology, large road model and super-resolution occupation network technology adopted by Xiaomi SU7 are all aimed at improving the visibility accuracy, perception accuracy and control accuracy in different driving scenarios.

On the smart cockpit, based on Xiaomi 澎湃 OS operating system, Xiaomi SU7 has realized the comprehensive sharing ecology from hardware to software, which not only can realize the five-screen linkage in the car, but also can realize the seamless connection of the mobile phone and the deep adaptation of the car.

Xiaomi builds a car and takes advantage of China’s talent development.

From March 30, 2021, Lei Jun announced to build a car to Xiaomi Auto Conference, which lasted for 1003 days. Lei Jun promised that Xiaomi would invest 10 billion US dollars to build cars in the next decade, with an initial investment of 10 billion yuan, and repeatedly stressed that it would invest ten times in research and development. At present, Xiaomi Automobile has more than 3,400 engineers and thousands of first-class technical experts at home and abroad in key fields. This practice of concentrating first-class talents in the industry and quickly achieving key technological breakthroughs is also very small.

Among them, Lei Jun introduced the Xiaomi design team at the press conference, which was composed of Li Tianyuan, the world’s first China designer of BMW, Qiu Zhen, a former senior foreign affairs designer of Mercedes-Benz German headquarters, and Shin, a former senior interior designer of BMW. The average industry working experience of the team is over 10 years, young and with ideas. Xiaomi’s body design, wind resistance solution and laser radar design scheme come from the team’s pursuit of natural inspiration, and the low-carbon and environmental protection travel concept has been considered since the beginning of the car. At the same time, it reflects that China automobile industry has participated in the development of global automobile industry for many years, providing opportunities and soil for the global development of outstanding automobile talents. Now, these talents will also become a new generation of trendsetters, seize domestic opportunities and better realize their ambition to build cars.

It is understood that Xiaomi SU7 is expected to be mass-produced in the first half of 2024. Lei Jun said that with the comprehensive empowerment of industrial hard technology, intelligent soft technology and artificial intelligence, Xiaomi Automobile will completely redefine the technology stack of the automobile industry. At the same time, we will also pay attention to what changes will take place in people’s travel life with the listing of Xiaomi Automobile. It remains to be seen how Xiaomi will enable the Internet to empower automobile manufacturing.

Special planning

Audit | Lu Changyin

Edit |?Li xundian

Cover map source network

Wherever Hua Xizi goes, it is all oriental aesthetics.

Since its establishment, Hua Xizi has fully integrated the elements of the national tide into the brand, and at the same time, taking advantage of the live broadcast room in Li Jiaqi, it has once become a model of the rise of the national tide brand.

But on the other hand, it frequently overturned on loose powder, cleansing oil and eye shadow. Hua Xizi’s oriental makeup gift box is still "crying" for many girls in the little red book. The ancient high-end Huaxizi, which is understood, seems to be lacking in modern high-end.

Interestingly, however, the sales of Hua Xizi are still very high.

Hua Xizi’s Success Password: Guofeng Marketing Meets Li Jiaqi.

Hua Xizi was founded in 2017. "Flower" means to raise makeup with flowers, and "Xizi" is named after Su Dongpo’s "Want to compare the West Lake with the West Lake, it is always appropriate to make light makeup and heavy makeup", and "Oriental makeup, raise makeup with flowers" is also the brand concept of Hua Xizi. It can be said that Hua Xizi is full of national style from name to concept, and the element of "Oriental women" is engraved in products and marketing.

For example, concentric lock lipstick, Shouwu eyebrow pencil and Songyan butterfly feather mascara … seem to add these beautiful national style prefixes, no matter what color number or model, as long as they are used, they are "the beauty of the East". In addition to the originality of the name, Hua Xizi integrated the national style elements and techniques such as "micro-carving" into the packaging design, and introduced carved lipstick, even combined with ceramics. It can be said that Hua Xizi’s positive innovation around the national style and clear brand positioning under a certain cultural label are really lacking in old domestic products such as Perfect Diary, Appropriate Herbal Medicine and Nature Hall.

At the same time, in the choice of spokespersons, from kiku, a "four thousand-year-old beauty", to Du Fu, a supermodel with an antique appearance, to Liu Shishi, who is gentle and classical in temperament, and Charlie, who is moderately superior to the national songs, everyone has just combined with "Oriental Aesthetics".

Not only are the products and spokespersons very "national style", Hua Xizi actively promotes more and more users to participate in the discussion of national style culture through marketing efforts, such as the discussion of national style topics such as "Charlie meets Hua Xizi", "Hua Xizi’s birds fly at the phoenix" and "Oriental Romance" initiated on the network platform, supplemented by online and offline national style advertisements, and the scenery is the same for a time.

As long as there is a "national style", is it "charming" enough? The answer may be yes.

According to a survey of more than 1,000 post-80s consumers in the first-tier to third-tier cities in China by Park Rui &Credamo, the minority circle that women are most concerned about has "national style". It can be seen that from the main consumer group of the younger generation to the women who are romantic about "national style until death", as a make-up brand, Hua Xizi chooses the right path, which will get twice the result with half the effort.

In addition, on the way of Hua Xizi’s rise, one person who has to be mentioned is Li Jiaqi. At the end of September 2019, Li Jiaqi was invited to become the chief recommender of Huaxizi, and deeply participated in its product research and development. Insiders of Huaxizi Company said, "Li Jiaqi said no, this product will not pass."

In Li Jiaqi’s public live broadcast, I also "bound" myself with Hua Xizi in numerous high-profile ways, such as: "I supervised them to polish the concentric lock lipstick last year", "Hua Xizi is getting better and better under the supervision of my Li Jiaqi" and so on.

According to institutional statistics, in 2020 alone, Hua Xizi appeared 77 times in the live broadcast room in Li Jiaqi. From the sales data, it took only 16 months for Huaxizi to go from a new beauty product that was difficult to enter the top 20 in Tmall sales in 2019 to a sales volume of more than 190 million yuan in 618 in 2020, ranking first in Tmall GMV.

Next, Huaxizi is still going smoothly. According to the data, in 2021, the highest monthly sales growth rate of Huaxizi reached 89.83%, and the single brand GMV exceeded 5.4 billion yuan, an increase of 80% over the previous year, making it the first local makeup brand. In overseas markets, Huaxizi has been sold to more than 200 countries and regions around the world, with a turnover of 14 million yuan, an increase of 286% over the previous year, pushing domestic products to the world.

The dilemma of Hua Xizi: neither high-end nor cheap.

As a new domestic brand, Huaxizi takes the people-friendly route in price, and the price is mainly 100-300 yuan, which also means that it does not belong to the category of high-end beauty cosmetics. It seems that Hua Xizi is also aware of this and doesn’t want to fight the price war any more, as can be seen from his "bad" behavior in this year’s double eleventh promotion.

Compared with other make-up brands, Hua Xizi only launched preferential activities such as "full dress plus gift", "buy 1 and enjoy 3" and "buy 1 and enjoy 7", and the preferential strength is not "double eleven" at all. In this regard, the relevant person in charge of Hua Xizi revealed: "Hua Xizi’s preferential strength in the traditional e-commerce promotion node has always been small, and the brand is still long-term and will not be excessively pursued.

Not only is he unwilling to lower the price, but Hua Xizi also wants to make a breakthrough in the unit price of customers. "Why can China brands only sell cheap prices? We want to break the price ceiling. " Fei Man, co-founder of Hua Xizi, said in an exclusive interview with the media that Hua Xizi must escape low-price competition if he wants to produce products with high creativity, high technology and high investment.

Hua Xizi’s practice of breaking the price ceiling first chose the Japanese market to practice. The price of Hua Xizi’s powder cake products in Japan is around 300 yuan, and the price directly catches up with Chanel’s cake products. In China, it is also trying to increase the unit price of customers on the basis of the price system that customers are used to. For example, 520 nodes launch concentric Qi Mei suits, and 618 and New Year Festival both launch Oriental Beauty dresses, with prices ranging from 520 to 1314. The unit price of customers is increased by combining products, but domestic customers do not pay the bill.

Relying on these gift boxes, Hua Xizi was "black and red" in the little red book. Many girls who received the gift boxes called "crying in the toilet". The point that everyone vomited was mainly in the exaggeration of formal design and no cost performance. The same amount would rather receive a high-end big-name single item.

Strangely, aside from the cost performance ratio, the gift box of oriental makeup is also a beautiful story about the national style, and the design inside and outside of the gift box is also close to the "national style". Why can this national style only poke the hearts of straight men, but it doesn’t work for girls?

Perhaps it is the user’s aesthetic fatigue, or it may be more rational. But for Hua Xizi, the premise of raising the price, as Fei Man, co-founder of Hua Xizi, said, is actually a product change. It is not enough to call it "high-end" simply because the price has increased or the packaging has become more exquisite.

There are two problems left over from history on the road of product innovation of Huaxizi. One is the lack of R&D investment. In order to achieve overtaking in corners, most domestic beauty brands choose the way of strong marketing investment to earn traffic, and quickly get out of the circle by creating online celebrity single products. Faced with numerous competitive pressures, Huaxizi naturally does not want to give up marketing traffic, which leads to the word-of-mouth waterloo for Huaxizi, who pays more attention to marketing than R&D; On the other hand, Huaxizi doesn’t have its own factory, so it is highly dependent on the foundry, and the foundry of Huaxizi also frequently appears "rollover" behavior. According to the information of Tianyanchi, the enterprises that Huaxizi has cooperated with for many times have been asked by the Market Supervision Administration twice to "take measures for rectification".

Although it is far from the "high-end" at present, it is actually a better way to enter the high-end market, because after several rounds of price increases, Huaxizi has already stepped out of the circle of parity, and the customer unit price of Huaxizi has risen to 150 yuan. In contrast, the customer unit price of Perfect Diary is distributed in the range of 50~70 yuan, which is really in the echelon of parity.

In China’s beauty market, there is still much room for the development of high-end products. For a long time, China’s beauty market has been occupied by foreign products, and high-end products are almost monopolized by international makeup brands such as Europe, America, Japan and South Korea, making it difficult for domestic beauty products to survive. Moreover, compared with international brands such as Dior, Saint Laurent and Lancome, which have been established for at least ten years, the domestic cosmetics brands with a short history, such as Hua Xizi, have lower strength in word of mouth, trust and cultural accumulation. However, the rise of the national tide has made users see that domestic products are not only a "substitute" for big brands, but even more cost-effective solutions are exported through product innovation, and product innovations are also emerging one after another. According to public data, Hua Xi Bio and Nature Hall.

Hua Xizi is actually changing. In early January, 2022, Hua Xizi announced that Villi Liang, the former chief technology officer of Huaxi Bio, would join his R&D team, and declared that he would invest 1 billion yuan in product innovation and basic research in the next five years. Prior to this, Hua Xizi built a number of research centers, including the Oriental Aesthetics and Space Innovation Center, with a total area of 6,000 square meters. This is an important measure for Hua Xizi to speed up the development of his own products.

Is Hua Xizi’s "Oriental Aesthetics" Reliable? The answer may still be related to whether its products can withstand the market test. Now, it seems that the direction of the national wind is actually correct, and it is also a "good agent" that is more suitable for Hua Xizi to form a unique recognition among many domestic brands of cosmetics. The reason for the gift box incident is actually that the behavior mode of emphasizing marketing and neglecting research and development makes Hua Xizi go more and more on the marketing road, resulting in the "beauty of the East" leaving only "the East" and the lack of aesthetic feeling.

But in the future, with the blessing of product innovation and the original user base, marketing ability and marketing resources of Huaxizi, I believe that it will eventually be able to embark on a road of its own high-end brand. At that time, the beauty of the East will really shine.END

References:

Zhao Wanli’s Research on Beauty Brand Innovation from the Perspective of National Tide Culture

Yang Xiaoman and Song Shaoyi, A Study on the Marketing Strategy of Guochao Beauty Brand under the Consumption Characteristics of Z Era —— Taking Hua Xizi as an Example.

Research on Communication Power "Research on Word-of-mouth Marketing Strategy of Huaxizi Based on 5T Theory"

Research on the Transformation and Development of Domestic Beauty Products —— Taking Hua Xizi as an Example by Business School of Chengdu University.

Box lunch finance "Hua Xizi’s Li Jiaqi Dependence"

Blue Media Exchange "How many more" Flower Xizi "can Li Jiaqi recreate"

Economic Observer Hua Xizi: "Abandoning" Li Jiaqi

Caught in a marketing siege, how long can Huaxizi bear the title of "Light of Domestic Products"? 》

See the column "Can the upstart makeup flower Xizi tear off the" online celebrity "label? 》

Xiangshan Technology "Fairy Brand Flower West Son, where is the future imagination?" 》

At the age of 21, she won the 2024 ICMA-Classeek Award and won several international competitions, including:

First prize of 2023 plovdiv International Competition (Bulgarian);

First Prize of Silesia Autumn Guitar in 2022 (Poland);

First Prize of Vienna Guitar Forum 2022 (Austria);

First prize of Taiwan Province International Guitar Competition in 2022;

First prize of Alirio Diaz International Competition in 2022, Rust (Austria);

Third prize of 2022 Paris International Guitar Competition (France);

Honorary Award of Leopold Belan International Competition in 2019 (France);

First prize of 2019 French International Guitar Competition;

Third prize of 2019 Brussels International Competition (Belgium);

First Prize of Roland Daines International Competition in 2018 (French);

The first prize of the 2018 France Carry-le-Rouet International Competition.

Cacimartin has toured all over the world: South Korea, the United States, Thailand, Morocco, Portugal, Spain, Hungary, Slovakia, Poland, Germany, Austria, Italy, Bulgaria, Romania and Belgium, providing various styles of tracks from early music to contemporary music. She has played the greatest concertos with French and Polish orchestras: Joaquin Rodrigo’s famous aranjuez cultural landscape Guitar and Orchestral Concerto, and Mario Castelnovo-tedesco’s D Concerto op.99

CCTV News:"The new generation of information technology represented by 5G is deeply integrated with important areas of the real economy such as manufacturing, transportation and tourism." On the afternoon of April 20th, the State Council held a press conference on the development of industry and informatization in the first quarter. When answering questions, the heads of relevant departments said that they would make good use of the golden key of integration and application to carry out the action of strengthening computing infrastructure, improve the supply level of basic software and hardware and core electronic components, and strengthen the coordinated development of common technology research and development of artificial intelligence and industrialization.

"The information and communication industry is a strategic, basic and leading industry that supports economic and social development." Zhao Zhiguo, chief engineer of the Ministry of Industry and Information Technology, director of the Information and Communication Administration, and spokesperson, believes that in recent years, with the in-depth implementation of the strategy of strengthening the country by network and digital China, the quality supply of information and communication has been greatly improved, and the integration with national economic and social development has been deepened. Mainly presents three characteristics:

The first is to empower the development of the real economy at a deeper level.The new generation of information technology represented by 5G is deeply integrated with important areas of the real economy such as manufacturing, transportation and tourism.Recently, the Ministry of Culture and Tourism and the Ministry of Culture and Tourism jointly issued a policy document on 5G smart tourism, actively expanding the new space for tourism development. The penetration of 5G and artificial intelligence into the core control links of production has been accelerated, and the construction of 5G factories has been accelerated in an all-round way, which has brought profound changes to the production mode and production form of manufacturing industry.

The second is to help build a digital society at a higher level. Smart medical care accelerated its landing.In the pilot project of "5G+ medical health" application, more than 80% have completed 5G network coverage.. The effectiveness of wisdom education has begun to show.The application of 5G in remote interactive teaching, vocational training and other scenarios continues to deepen.. The construction of digital villages has been steadily advanced, and recently a number of departments have jointly issued policy documents.Empowering rural construction, governance and industrial development with digitalization is accelerating.. The efficiency of digital government governance services has been significantly enhanced.

The third is to promote the improvement of people’s lives on a wider scale. Mobile Internet applications are booming, with a number of 2.61 million, involving apps used in study, work and life, which greatly facilitates people’s lives. Carry out the activities of "information consumption helps rural revitalization", build a good exchange and interaction platform for urban and rural areas, and drive farmers to increase their income. Digital technology has achieved remarkable results in adapting to aging, basically meeting the most prominent and urgent digital life needs of the elderly over 60 years old. In the first quarter, the national online retail sales reached 3.3 trillion yuan, up 8.6% year-on-year.

He also introduced that this year is the closing year of several three-year action plans, such as "Double Gigabit" network coordinated development, 5G application "Sailing" and new data center development. The next step will be to make good use of the golden key of integration and application on the basis of fully completing the closing task, and continuously release the industry empowerment effect.

First, strengthen the supply of new technologies and new products, and build strong integration to empower the "main engine".Carry out strong computing and empowerment actions for computing infrastructure, and promote cloud-side collaboration and integration of computing, storage and transportation. Focus on key areas such as 5G and integrated circuits, and improve the supply level of basic software and hardware and core electronic components. Strengthen the collaborative development of artificial intelligence common technology research and development and industrialization.

The second is to strengthen application guidance in key industries and create a "main position" for integration and empowerment. Implement 5G large-scale application projects, guide the release of 5G industry construction guidelines, and promote the in-depth development of industry applications. Guide the national artificial intelligence innovation and application pilot area to open typical application scenarios and drive iterative upgrading of technologies and products.

The third is to promote the development of large, medium and small enterprises, and forge and integrate to empower the "main force." Cultivate a number of chain-leading enterprises with ecological dominance, small giant enterprises with specialization and novelty, and single champion enterprises in manufacturing industry to form a gradient development pattern.Encourage large enterprises to build digital platforms and share data resources and capabilities for small and medium-sized enterprises.To lower the threshold for the transformation of small and medium-sized enterprises.

　　On March 18th, Glory released three new products in Beijing-Magic 6 to Zhen Edition, RSR Porsche Design, and Magicbook Pro 16, the first AI laptop.

　　RSR Porsche design is the highlight of this conference and a new member of Glory’s high-end product line. In the mobile phone industry, co-branding with well-known luxury brands is a way to promote the influence of high-end products. Huawei’s past cooperation with Porsche Design is a successful business case. Today, Huawei has established its own "extraordinary masters" series, and glory has followed this route to some extent.

　　The price of this mobile phone co-branded with Porsche design is 9999 yuan, which is an attractive figure compared with the price of tens of thousands of yuan for luxury brand co-branded mobile phones.

　　Glory hopes to win more shares in the high-end market and intends to expand related product lines. Only in Magic 6 series, there are standard version, Pro version, Zhizhen version and RSR Porsche design models, and the price ranges from 4399 yuan to 9999 yuan. In addition, the glory folding screen is also available in Magic V2, Magic Vs and other products. Zhao Ming also revealed that glory will launch the first small folding product this year.

　　Zhao Ming said in an interview with Interface News and other media that the reason why so many product lines have been launched is because different new technologies need different products to undertake.

　　For example, Tandem screen in RSR Porsche design is connected in series with two stacks.Architecture, the official claims that the screen life can be increased to 600%, but mass production is extremely difficult, and it takes a long time to improve the mass production capacity, so it will be sold in the form of limited supply. At the same time, glory and hope.Array focusing system (to achieve SLR-level motion capture), giant rhinoceros glass and other technologies can be more widely used, so the Supreme Edition with relatively low price has been introduced.

　　Glory really needs to speed up its actions in the high-end market. One background is that Huawei’s mobile phone business is recovering rapidly.

　　According to market research firm CounterpointResearch, Huawei’s smartphone sales in China have returned to the first place in the first two weeks of 2024. The return of the giants in the past means that the market space for competition has narrowed, and how to leave a deeper impression on consumers has become a problem that all manufacturers are thinking about.

　　Another card of glory is AI. Zhao Ming said that some manufacturers have launchedIt is more inclined to provide application experience of generative services, such as picture optimization, AI call minutes, AI translation, etc. But in his view, this can’t be called. The service on the application side should be handed over to a third-party service provider. The core of mobile phone manufacturers’ ability lies in making an operating system, that is, platform-level AI.

　　Zhao Ming believes that mobile phones may be one of the best carriers for AI to land. It has a large number of user data, and can provide customized services for thousands of users after the training of the system. This is a tempting scene, but the premise of realization is that more APP partners will join-which will also be the next challenge of glory.

　　CCTV News:The World Health Organization has released the latest edition of the International Classification of Diseases (ICD-11), and one of the most concerned measures is to formally include "Gaming disorder" as a mental illness and bring it into the medical system. It can be seen that with the popularity of smart phones and tablets, game addiction continues to spread and has become a problem in all countries of the world. Solving this problem is also of great significance.

　　Is "addicted to playing games" a disease?

　　Perhaps many people have thought about this issue. Some people want to quit the game, but they can’t extricate themselves, and continue to indulge while scolding themselves; Some parents are worried about their children’s addiction to games and take various measures to send their children to an internet addiction school. Most people think that this is weak willpower and needs restraint. Few people associate "game addiction" with diseases with specific symptoms in physiology and psychology, such as "smoking addiction" and "drug addiction". Now, WHO lists "game addiction" as a formal disease and defines its symptoms:

　　1. Playing video games uncontrollably (frequency, intensity and length of playing video games should be taken into consideration);

　　2, more and more often put video games before other life interests;

　　3, even if there are negative consequences, continue or increase the time of playing video games.

　　In addition, it is worth noting that the World Health Organization is also very strict about the conditions for diagnosing "game addiction". The behavior pattern of the parties must be serious enough, and it has caused great damage to individuals, families, society, education, work or other important aspects, and it usually lasts for at least 12 months before the diagnosis can be made. But it also shows that if the symptoms are serious, the observation period before diagnosis can also be shortened.

　　Who’s definition of "game addiction"

　　With the diagnostic criteria, it means that doctors will treat "game addiction" as a formal diagnosis result in the future, and then prescribe prescriptions and provide treatment plans. More researchers will also collect and analyze relevant data according to this category to promote the emergence of new treatments.

　　At the same time, the World Health Organization also clearly pointed out that only a small number of people who participate in digital or video game activities are affected by game obstacles. However, people who participate in the game should be alert to the time they spend in the game activities, especially when they are too busy to take care of other daily activities, and be alert to any changes in physical and mental health and social functions caused by the game behavior pattern.

　　In China, the Yang Yongxin will make a comeback?

　　Entering "game addiction" into the search engine will lead to a series of shocking social events: Xiao Liuwo, a 17-year-old Guangdong youth, suffered from a cerebral infarction after playing online games for more than 40 hours in the dormitory; A 13-year-old boy from Hangzhou jumped from a building after being reprimanded by his parents for playing "the glory of the king", causing multiple comminuted fractures. When he was taken to the hospital, he was also required to log in to a mobile game account. A 23-year-old woman from Cili, Hunan Province was brutally killed by a 15-year-old junior high school student who was addicted to violent online games and wanted to experience the pleasure of killing people in reality. ……

　　Minors seem to have become the hardest hit areas of game addiction, and the negative effects of these extreme cases have been maliciously amplified. Therefore, the "electroshock therapy" of Yang Yongxin and the "school for abstaining from internet addiction" such as Yuzhang Academy are rampant all over the world, covering up and even praising the abuse of young people such as detention and electrotherapy. Fortunately, such cruel, tyrannical, contrary to modern medicine, and actually rich behavior was finally exposed, and its practice and reputation have been denied among the general public.

　　Then, this time, who lists game addiction as a "disease", will the influence of games on people be demonized again? What needs to be recognized is that "game addiction" and "love to play games" are two concepts, just as drinking addiction is also a mental illness, but this does not mean that there is a problem with drinking itself, and the problem is addiction.

　　In recent years, some schools have set up e-sports majors one after another, and the e-sports industry in China has entered an explosive period, and e-sports has also become an officially certified sport of the International Olympic Committee … There is no contradiction between the public’s acceptance of online games and the classification of game addiction as a "disease". In the meantime, the normative role of the system is particularly obvious. As early as 2005, China issued the first "Online Game Anti-addiction System Standard"; In September 2016, the National Internet Information Office drafted the Regulations on Network Protection for Minors (Draft for Comment); In January 2017, the Legislative Affairs Office of the State Council publicly solicited opinions on the Regulations on the Network Protection of Minors (Draft for Review); In December 2017, Publicity Department of the Communist Party of China and other eight ministries and commissions jointly issued the Opinions on Strictly Regulating the Management of Online Game Market, and the relevant legal systems in China are constantly improving.

　　If it is a disease, it must be cured!

　　In response to this revision, many netizens expressed their support, believing that it will help popularize the concept of Internet addiction and let people face up to their own problems.

　User comments screenshot

　　Some netizens also questioned how it was "sick" when it was good.

　

　　User comments screenshot

　　Although it is controversial that game addiction is classified as "mental illness", in terms of academics, experts have already started research on game addicts. Zhang Jintao, the research group of the State Key Laboratory of Cognitive Neuroscience and Learning of Beijing Normal University, pointed out in the research paper "Brain Mechanism of Abnormal Negative Emotion Processing and Regulation of Online Game Addicts" that a large number of clinical studies and practices have found that online game addicts have a high comorbidity rate with emotional problems such as depression and anxiety. In addition, the lack of ability to adjust negative emotions is also a problem that many online game addicts often report in real life.

　　The experiment shows that online game addicts all show the passive mode of activity in subcortical areas (such as amygdala) and cortical areas (cingulate cortex, lateral prefrontal cortex) when processing negative emotional stimuli and adjusting negative emotions.

　　Screenshot Source: official website, State Key Laboratory of Cognitive Neuroscience and Learning, Beijing Normal University

　　This study shows that online game addicts show a similar pattern of neural activity to substance addicts in processing and regulating negative emotional stimuli, suggesting that this phenomenon of neural passivation in processing and regulating negative emotional stimuli is not entirely the effect of taking addictive drugs, but related to addiction itself.

　　In other words, there is no doubt that "game addicts are suffering". It is very important to classify "game addiction" as a disease, so that they can be placed and treated more pertinently and properly.

　　The greatest significance of WHO’s adjustment this time is to remind us to abandon any improper so-called "treatment" means in the past and help people who are addicted to games out of trouble in a more standardized way. This is the progress of our understanding and science. (Text/Dai Mengmeng)

　　　　　　 　 The TV series Jiang He Shui, which is adapted from the novel of the same name by Du Weidong and Zhou Xinjing, will land on Jiangsu Satellite TV on the evening of December 14th as a gift drama to celebrate the 40th anniversary of reform and opening up. Recently, "Rivers and Rivers" held a launch conference in Nanjing. The director of the play, Xiaoting Li, starring Qin Hao, Guo Tao, Adi, Che Xiao and Sami were all present.

　　At the press conference, the masters told the "port story" before and after the filming, because the drama involved shipwrecks, flood fighting and other bridges. During the interaction, Qin Hao and Adi also popularized the water rescue guide on the spot. Qin Hao admits that the characters in the play are similar to his own experiences, and even more, he says that his wife has given him a lot of support.

　　Jiang He Shui focuses on the achievements of port development.

　　"Rivers and Rivers" turns its vision to the development of a specific region-the port, and tells the story of how the old port changed its appearance in the wave of reform and development, and carried out drastic reform and innovation. The play vividly depicts the pioneer who is active in the forefront of reform and opening up, represented by Jiang He, director of the Port Authority, played by Qin Hao.

　　Judging from the first exposure at the press conference, the TV series "Jianghe Shui" not only integrates the innovative development process of the old port led by the new director Jiang He, but also covers confusing suspense plots such as cultural relics smuggling and battle in shopping malls, and adds many big scenes such as fighting floods and sinking mystery, as well as the confrontation between "reformist" Jiang He (Qin Hao) and "conservative" Qin Chi (Guo Tao).

　　Qin Hao admits that his life experience is similar to that of a river, and his wife has given a lot of support.

　　When talking about the role Jiang He played in his own drama, Qin Hao admitted that this role is very similar to his own experience: I chose the script in filming, and the role Jiang He deeply touched me, because I found that he and my personal experience have many similarities. After I graduated from school, I was quite confused for a while. I didn’t have a play for three or four years. At that time, I felt very frustrated and asked myself why I wanted to take the road of being an actor. Later, I found that the dream I insisted on from the very beginning never wavered. This feeling of bright flowers and dark willows is very similar to that of the river in the play, so I can understand many actions made by the role of the river, even if these actions seem a bit stubborn to others, but I can fully understand them.

　　As for whether his wife Yi Nengjing also gave him a lot of help during the filming of this drama, Qin Hao said: It is true that her wife gave him a lot of support. While she was busy with her work, she was able to take care of our daughter and take care of the old and young at home. She paid a lot to this family. This is my greatest support. I am very grateful to her.

　　Guo Tao’s self-exposed role "gradually blackened" was the main creation to popularize the "Water Self-help Guide" on the spot.

　　At the press conference, Guo Tao, the leading actor, talked about his role as Qin Chi, deputy director of the Port Authority in the play. He revealed that this role can be described as "gradually blackening". At first, he couldn’t see his position when reading the script, but with the development of the plot, his character gradually unfolded, and he also became the most important obstacle in the reform process of Jianghe. Che Xiao, who plays the role of Ding Weiwei, Jiang’s ex-wife, described the role as "a beautiful stupid woman".

　　"Rivers and Rivers" tells the story of a port, and there are many water-related bridges, such as fighting floods and salvaging shipwrecks. Qin Hao, Guo Tao and Adi, the three leading actors in the play, also recorded a "Guide to Self-rescue on Water" to tell everyone how to save themselves from drowning and demonstrate how to wear life jackets correctly. Adi said: When deciding to travel to the island, the following preparations should be made: First, check the local real-time weather forecast again and again. If there is a red, orange and yellow rainstorm warning or a typhoon warning, it is best to travel in another place. Secondly, buy travel accident insurance before you travel. Third, to sign up for a day trip to the sea, you should choose a regular travel agency. Qin Hao personally demonstrated how to wear a life jacket correctly: "If you just wear a vest, it is useless. When the waves hit, the life jacket will automatically fall off. The key point of wearing a life jacket is to fasten the belt, fit the body and prevent it from falling off. "