After 60 years of practice and 60 years of development, China has made great achievements in science and technology that attract worldwide attention. The total amount of scientific and technological resources is abundant, and the number of scientific and technological human resources has grown from less than 50,000 in 1949 to more than 42 million in 2008, ranking first in the world. Investment in science and technology continued to grow, and the national financial allocation for science and technology increased from 56 million yuan in 1953 to 254 billion yuan in 2008; The R&D investment of the whole society reached 440 billion in 2008, ranking fourth in the world. The system of scientific research conditions has been continuously improved and optimized, and the number of scientific research institutions nationwide has increased from more than 30 in 1949 to more than 3,700 in 2008. It has formed a relatively complete system of scientific and technological basic conditions, such as research and experimental bases, large-scale scientific instruments, natural scientific and technological resources, scientific data and scientific and technological documents. ……

Wen San competes for the nucleus.

1. The the glory of the king system collapsed and reached the top of Weibo Hot Search.

On September 4th, a topic "the glory of the king collapsed" rushed to Weibo for hot search. The glory of the king official response, some players in qualifying, the peak race into the abnormal problem, the problem is being dealt with emergency positioning.

Although the official did not explain the specific reasons for the server abnormality, recently, the most stringent "anti-addiction" notice in history has just been issued. The notice requires strict restrictions on the online game time of minors, and can only provide one-hour service to minors from 20: 00 to 21: 00 on Friday, Saturday, Sunday and legal holidays.

And "the glory of the king collapsed" is in the first weekend when major online game companies implement policies.

2. Apple’s first AR/VR chip exposure, low-key plus meta-universe.

On September 3rd, according to the exclusive report of The Information, Apple completed the research and development of chips such as System-on-Chip (SoC) last year, which has no built-in AI acceleration module. Apple chips have better performance than third-party SoC, including better wireless data transmission, compression, decompression and higher energy efficiency.

The report shows that SoC and two other Apple chips have reached what the semiconductor industry calls a milestone. The physical design of the chip has been completed and is ready for trial production. According to people familiar with the matter, TSMC is producing these three chips, and it is at least one year before mass production. This is a key stage in the development of this head display.

According to the previous news, its debut will be released as early as next year, but Apple may further postpone the release time.

3. Premier League Wolves acquired Chongqing QGhappy and entered the professional league in the glory of the king.

On September 5th, Fosun Sports, where the Premier League Wolves are located, officially announced the acquisition of the glory of the king Professional League (hereinafter referred to as KPL) club Chongqing QGhappy.

After the acquisition, Chongqing QGhappy will be renamed as Chongqing Wolves, and will continue to take Chongqing as the home of the team in the new season and fight with a brand-new attitude.

This announced that the Premier League Wolves officially entered KPL, and the Wolves became the first traditional football club to enter the world’s top mobile e-sports professional league.

4. South Korea’s "Partial Amendment to the Telecommunication Business Law" was passed, and Apple’s monopoly on commission has become a thing of the past.

The issue of Apple Store payment has been the focus of the industry in recent years, including the previous Epic vs Apple War.

On August 31, South Korea’s "Partial Amendment to the Telecommunication Business Law" was officially passed, and South Korea became the first country in the world to end the monopoly position of Apple and Google. According to the requirements of the Act, neither Google Play Store nor Apple AppStore can force developers to use the only payment system on the platform in the Korean market.

This means that developers will be able to use third-party payment, and the app store that has lasted for many years will be divided into 3: 7 models and take the lead in ending in the Korean market.

In addition, Japan, India and other countries have also indicated that they will further review the payment problem of Apple Store.

• 2.1 Game list in domestic market

Chinese mainland market

Domestic market August 30, 2021 — On September 4th, in the best-selling list of iOS games, The Original God topped the list, and The Battle of the Golden Shovel temporarily occupied the third place in tencent games.

On August 31st, on the occasion of the first anniversary of "The Original God", Mihayou released a brand-new 2.1 version of "The Moon is under the sun". Including the new roles of "Thunder General, Coral Palace Heart Sea, and Jiutiao Luo", opening two new areas of "Qinglai Island and Haitang Island" and updating the fiend mission and legendary mission.

In addition, new weapons, fishing systems and new monsters have been put on the shelves.

Aside from the quality of products, The Original God has been successfully pushed out of the glory of the king on September 1st, and reached the top of the best-selling list of App Store games with its stable long-term content output, staged stacking of buff, and the amount of fluid absorbed by the first anniversary activities.

On the other hand, tencent games’s The Battle of the Golden Shovel has become the "third brother" of tencent games since it was launched on August 26th.

Recently, this work has been closely followed by the glory of the king and Peace Elite, and it has been firmly in Top5.

In terms of other products, Sanqi’s mutual entertainment "Douluo Mainland: Soul-to-Soul Match" and Netease’s game "Fantasy Westward Journey" performed steadily.

China Hong Kong market

China and Hongkong Market August 30, 2021 — On September 4th, in the best-selling list of iOS games, Ali’s games "The Three Kingdoms Strategic Edition", "The Original God" and "The Robbery of Heaven and Earth: The Return of the Dark City" topped the list.

As one of the heavyweight products of Ali Games, The Three Kingdoms Strategic Edition has been at the top of the local App Store game bestseller list since it landed in the Hong Kong market in January this year. In addition, the game was also a T1-level product in the strategy game market at that time.

Thanks to the first anniversary of the launch and version 2.1, the global release of Mihayou "The Original God" has also performed extremely well in the Hong Kong market this week. Temporarily remain in the best-selling list Top2.

In addition, Zi Long Games’ innovative placement of the RPG game "Robbery of Heaven and Earth: The Return of the Ghost Town" also topped the best-selling list of Hong Kong App Store games this week.

In addition to local products, the Marvel Comics IP adaptation MMORPG mobile game "Marvel Comics Future Revolution" launched by South Korea Netstone and Marvel Comics has also performed well in the Hong Kong market since it was launched on August 24. Japanese manufacturers’ products such as Zhilong Lost City, Baokemeng Master EX, Dragon Ball Z, and Football Teenager gathered in the Top10 of the best-selling list of App Store games in Hong Kong.

China Taiwan Province market

China Taiwan Province Market August 30, 2021 — On September 4th, in the best-selling list of iOS games, The Original God and Three Kingdoms Strategic Edition topped the list.

Similar to the Hong Kong market, Ali’s game "The Three Kingdoms Strategic Edition", Mikhail’s game "The Original God" and Zi Long’s game "The Robbery of Heaven and Earth: The Return of the Ghost Town" all performed well in the best-selling list of the App Store in Taiwan Province this week.

Sanqi Mutual Entertainment’s "Douluo Mainland: Soul-to-Soul Duel" is stable in the best-selling list Top5 this week. As far as performance is concerned, this work is a relatively successful mobile game adapted from Douluo Mainland IP on the market at present.

In addition, the company’s "Doomsday" and "Call me a big shopkeeper" two products, which mainly go to sea, also entered the Top10 of the App Store game list this week.

• 2.2 List of Games in Major Overseas Markets

American market

American market August 30, 2021 — On September 4 th, in the best-selling list of iOS games, "The Original God" dominated the list.

Quality+global theme, coupled with the continuous and stable long-term content output, gives Mihayou the confidence to reach different cultural regions. Since September 1, the game has been on the best-selling list of App Store games in the United States for three consecutive days.

In addition, the only domestic game that entered the Top10 list this week is tencent games’s Call of Duty Mobile Games.

Japanese market

Japanese market August 30, 2021 — On September 4 th, in the best-selling list of iOS games, "Horse Racing Mother" topped the list.

In terms of domestic games going to sea in Japan, Mihayou’s Original God, music element Idol Dream Sacrifice, Netease’s game Wild Action and Fifth Personality entered the Top10 of the best-selling list.

Korean market

Korean market August 30, 2021 — On September 4th, in the best-selling list of iOS games, Odin: The Rise of Varhala still topped the list.

In terms of domestic South Korean games, Mihayou’s "The Original God" and Ali’s game "The History of the Three Kingdoms Strategic Edition" are on the Top2 of the best-selling list.

In addition, tencent games’s PUBG Mobile and Lilith’s Awakening of the Nations entered the Top10 list.

Indian market

Indian market August 30, 2021 — On September 4th, in the best-selling list of iOS games, PUBG MOBILE India Edition, SEA《Free Fire and tencent games’s Call of Duty Mobile Games launched a fierce competition around "India is the first brother to eat chicken mobile games".

Only from this week’s performance, the top two products ranked Top1 in the best-selling list, and basically remained within Top3. In contrast, the advantages of tencent games’s Call of Duty Mobile Games are not obvious. During the period, it ranked Top2 and dropped out of the Top10 list.

In fact, this is quite different from the performance of PUBG MOBILE India Edition. To some extent, in the same category, the products that enter the market first will definitely have the advantages of user base and usage habits.

Even if PUBG MOBILE India Edition has the support of "invisible hand", it is difficult to "cover the sky with one hand".

Data-Eye data shows that casual games occupy all the positions of Top10 in the buying list from August 30th to September 5th.

Compared with last week, although Beijing Zhanxin Power "Paradise 233" is still at the top of the buying list, the amount of materials released this week has dropped by 50% to 31,413 groups, compared with 68,993 groups in the same period last week.

In addition, from the perspective of product types, most products in the Top10 list are "leisure+online earning" types.

Since the State Press and Publication Administration released the game version number on July 22nd, no new version number information has been published recently.

According to competitive statistics, as of September 5, 2021, a total of 755 game version numbers were issued. Among them, there are 679 domestic game versions and 76 imported game versions.

Specifically, Tencent, Netease, ByteDance and Aauto Quicker were issued with version numbers in 2021, which were 13, 11, 2 and 3 respectively.

It is worth mentioning that on September 3, the State Council issued a notice on several measures to promote the reform and innovation of trade and investment facilitation in the Pilot Free Trade Zone, in which Article 16, "Piloting the territorial management of online games", pointed out that the Central Propaganda Department will be responsible for promoting the online game audit pilot work in the location of the eligible Pilot Free Trade Zone.

In fact, the idea of "launching a pilot project of territorial management of online games" has been put forward many times this year. For example, on April 8, the Ministry of Commerce of the National Development and Reform Commission issued the Opinions on Several Special Measures to Support the Construction of Hainan Free Trade Port and Relax Market Access, and on April 21, the Ministry of Commerce issued the Overall Plan for the Comprehensive Pilot of Expanding and Opening up the Service Industry in Hainan Province, all of which advocated Hainan to deepen the pilot work of reviewing the content of local online games.

In addition, on April 21st, in the notice of the Ministry of Commerce on printing and distributing the "Overall Plan for the Comprehensive Pilot Project of Expanding and Opening up the Service Industry in Chongqing", it also mentioned "supporting Chongqing to actively create conditions to apply for the pilot project of reviewing the content of local online games".

Since 2018, the version number policy has been tightened in an all-round way, and the version number has been extremely strict. Hainan and Chongqing are expected to become new network audit pilots, and may be improved.

It must be pointed out that considering the recent "uninsured" incidents, Jinghe believes that the increase in pilot projects does not mean that the approval will be relaxed, or even stricter. For example, no new version number was issued in August 2021, which also explained some problems.　

Unresured correlation:

August 30th: The three-day and three-hour insurance policy was issued.
The State Press and Publication Administration issued the Notice on Further Strict Management to Effectively Prevent Minors from Indulging in Online Games. The contents of the notice are roughly divided into three parts: for game companies, the requirements for real-name registration and login of online game user accounts are strictly implemented; Strictly control the duration of providing game services to minors (only on Fridays, Saturdays, Sundays and legal holidays at 20: 20：00— 21：00）。

August 31st: Children’s game community should also be limited to 3 hours.

A number of official accounts of Baiao Family Interactive, the developer of Olastar and Obi Island mobile games and page games, announced that the anti-addiction system of mobile games and page games will be adjusted on September 1, and will only provide one-hour game service to minors from 20: 00 to 21: 00 on Fridays, Saturdays, Sundays and legal holidays, and will not provide game service to users who are not registered and logged in by their real names in any form.

September 1st: Some e-sports events announced restrictions on the age of contestants.

The State Press and Publication Administration recently issued the Notice on Further Strict Management to Effectively Prevent Minors from Indulging in Online Games. Subsequently, some e-sports officials announced that they had begun to limit the age of the contestants. Among them, the PEL Peace Elite Professional League announced that it will carry out compliance work on the age of the contestants; KPL the glory of the king Professional League has made it clear that KPL and K-A players must be at least 18 years old before they can participate.

September 2nd: Hearthstone prohibits underage certified professional players.

Recently, the State Press and Publication Administration issued the Notice on Further Strict Management to Effectively Prevent Minors from Indulging in Online Games to solve the problem of minors’ overuse or even indulging in online games. Subsequently, major manufacturers have expressed their views, and now Netease has decided to prohibit minors from being certified as professional e-sports players of Hearthstone Legend.

September 4th: "the glory of the king" collapsed, ranking first in the hot search.

"the glory of the king collapsed" topped the hot search list in Weibo. Although the official did not explain the specific reasons for the server abnormality, recently, the most stringent "anti-addiction" notice in history has just been issued, demanding that the online game time of minors be strictly limited, and only one hour service can be provided to minors from 20: 00 to 21: 00 on Fridays, Saturdays, Sundays and legal holidays. This is the first weekend for major online game companies to implement policies.

Industry trends:　

August 30th: The producer of "Rulong" is expected to join Netease.

According to Bloomberg News, Netease is in the final negotiations to poach the names of the producers of "Like a Dragon" series from Sega. According to people familiar with the matter, after Ming Yue changed jobs to Netease, he will set up his own team and develop new games. The two sides have not yet signed a final contract, and his responsibilities have not yet been finalized. Miyuki Kuniyama is a famous game producer in the Japanese game industry. The total sales volume of his series of "Rulong" games has exceeded 14 million.

August 31st: South Korea legislates to end Apple’s channel monopoly.

In the plenary vote of the National Assembly of South Korea, the Partial Amendment to the Telecommunication Business Law was passed with 180 votes in favor, 0 votes against and 8 abstentions. South Korea became the first country in the world to end the monopoly position of Apple and Google.

According to the requirements of the Act, neither Google Play Store nor Apple AppStore can force developers to use the only payment system on the platform in the Korean market. This means that developers will be able to use third-party payment, and the app store that has lasted for many years will be divided into 3: 7 models and take the lead in ending in the Korean market.

August 31: Netstone establishes Yuan Universe Company.

Netmarble F&C, a subsidiary of South Korean mobile game giant Netmarble, said on the 31st that its wholly-owned subsidiary "Metaverse Entertainment" was formally established. According to reports, "Metauniverse Entertainment" will devote itself to developing a virtual reality platform and operating virtual idols. The masterpieces of mobile games launched by Netstone in recent two years mainly include Seven Sins: The Battle of Light and Darkness and Sword Spirit Revolution.

August 31st: Robles invested 90 million dollars to expand.

The developer of Robles is planning to expand the company. In the latest quarterly financial report of Robles, the company plans to expand its headquarters in san mateo, California, with an expansion area of 123,000 square feet. The expansion project will cost about $90 million and is expected to be completed in the first quarter of 2022.

August 31st: iQiyi launches VR All-in-One Adventure 3.

Iqiyi Adventure VR held an online new product release show with the theme of "Good Games, Free Play", and officially released its fun and beautiful new generation flagship VR masterpiece — — Adventure 3. The first 30 high-quality games are all open to the first owner for free, and the total value of the games exceeds 1700 yuan.

September 1st: The father of PUBG set up an independent game studio.

Brendan Greene, the creator of "Survival of the Jedi", announced that he has left Krafton, the parent company of Blue Hole. As the founder of Survival of the Jedi, PlayerUnknown in the full name of this book (Player Unknown’s Battle Grounds Player Unknown) is his screen name.

September 2: Lilith card new tour exposure.

Lilith officially announced that "Shenjue" has already made reservations on platforms such as bilibili and TapTap, and expressed the hope to present a brand-new popular fantasy IP for players through "Shenjue". "Shenjue" is an RPG mobile game developed by Lilith with the theme of urban mythology. In addition to combining urban and mythological themes, the game also incorporates the elements of trend and electronic sound, which is unique in terms of picture and music.

September 2nd: Hatsune Miku Mobile Games will be released in the morning and evening.

Hatsune Miku genuine authorized mobile game "World Plan Colorful Stage! Specially invited: Hatsune Miku (hereinafter referred to as "World Plan") officially announced that Lightyear, a subsidiary of ByteDance, will be responsible for the distribution in Asia except Japan.

September 2: Apple opens third-party payment for audio and video applications.

According to reports, Apple will allow third-party developers to connect their software to external websites, so that users can buy their paid services, which has solved the long-standing controversy surrounding the Apple App Store. These include audio and video, reading and other applications, and game applications are not among them for the time being.

September 3: Apple’s first AR/VR chip is exposed.

According to the exclusive report of The Information, Apple completed the research and development of chips such as System on Chip (SoC) last year, which has no built-in AI acceleration module. Apple chips have better performance than third-party SoC, including better wireless data transmission, compression, decompression and higher energy efficiency.

September 3: India or review Apple Store payment issues.

After South Korea, India’s antitrust authorities are also eyeing App Store’s in-app payment problem, that is, forcing developers to use their in-app purchase system. The Indian Competition Commission will review the case in the next few weeks and may order a wider investigation or deal with it in general.

September 3rd: JD.COM banned 87 console games.

JD.COM’s announcement of banning the sale of games has been widely circulated. There are as many as 87 games in the announcement, most of which are console games, among which there are many famous masterpieces such as Call of Duty series and Collection! Animal Forest Friends Association, FIFA19, etc.

September 3rd: Layabox wholly acquired FairyGUI, the largest third-party editor.
Recently, Layabox, the company owned by LayaAir engine, has completed the wholly-owned acquisition of Huagu Software. In the future, FairyGUI will still maintain independent operation and version maintenance. Gu Zhu (Xiao Yingtang), the founder of Huagu Software, joined Layabox and became the head of Layabox Guangzhou Branch, mainly responsible for the design and development of LayaAir engine 3.0 IDE. LayaAir engine, owned by the acquirer Layabox, accounts for 90% of the 3D engine of small game platform with its mature and leading 3D technology advantages.

Financial report dynamics:

August 30th: The revenue of Sanqi Entertainment H1 is 7.5 billion yuan.

Sanqi Entertainment released its financial report for the first half of 2021. The financial report shows that H1 Sanqi Entertainment achieved revenue of 7.539 billion yuan, a year-on-year decrease of 5.63%; The total profit was 1.006 billion yuan, a year-on-year decrease of 49.51%; The net profit attributable to shareholders of listed companies was 854 million yuan, down 49.77% from the same period of last year. Among them, the company’s mobile game business revenue was 7.067 billion yuan, down 4.65% year-on-year.

August 30th: Google App Store earned $11.2 billion in 2019.

South Korea may ban Google and Apple from charging software developers commissions for in-app purchases, the first such containment measure in a major economy, which may damage the lucrative revenue sources of technology giants, Reuters reported. According to the report, the Legislative and Judicial Committee of South Korea’s Parliament is expected to approve an amendment to the Telecommunication Business Law known as the "Anti-Google Law" on Tuesday, prohibiting application store operators with dominant market positions from using certain payment systems.

August 30th: century huatong H1 game revenue is 6.2 billion yuan.

Century huatong released its financial report for the first half of 2021. The financial report shows that H1 century huatong achieved revenue of 7.31 billion yuan, down 5.9% year-on-year; The net profit attributable to shareholders of listed companies was 2.45 billion yuan, a year-on-year increase of 52.88%. Among them, the proportion of Internet game revenue has reached 85.15%. During the reporting period, the company’s game business achieved operating income of 6.228 billion yuan, with a compound growth rate of 35.51% in three years.

August 31st: Netease game H1 revenue of 14.5 billion.

Netease announced its financial report for the second quarter of 2021. According to the financial report data, Netease Q2′ s total revenue was 20.52 billion yuan, a year-on-year increase of 12.9%. The net profit attributable to shareholders of the company was 3.54 billion yuan, a year-on-year decrease of 21.9%; Under non-GAAP, the net profit attributable to shareholders of the company was 4.23 billion yuan. In terms of game business, Netease’s total game revenue in this quarter increased by 5% year-on-year to 14.53 billion yuan.

E-sports dynamics:

September 2nd: EDG won the LPL Summer Championship.

The 2021 LPL Summer Finals was held in Hangzhou Olympic Sports Center. EDG defeated FPX by 3:1 to win the Summer Finals, and finally successfully won the Silver Dragon Cup, and will compete in the 2021 League of Legends Global Finals S11 as the No.1 seed of LPL.

September 3rd: RNG Zero Letter WE entered S11.

In the first round of qualifiers in LPL Division of League of Legends Global Finals in 2021, RNG team defeated rival WE with a score of 3-0 and obtained the third seed qualification leading to the global finals.

September 5th: Premier League Wolves acquire Chongqing QGhappy.

Fosun Sports, where the Premier League Wolves are located, officially announced the acquisition of the glory of the king Professional League (hereinafter referred to as KPL) club Chongqing QGhappy. After the acquisition, Chongqing QGhappy will be renamed as Chongqing Wolves, and will continue to take Chongqing as the home of the team in the new season and fight with a brand-new attitude. This announced that the Premier League Wolves officially entered KPL, and the Wolves became the first traditional football club to enter the world’s top mobile e-sports professional league.

Start a new tour next week (9.6-9.12):

According to the statistics of hot money network, the only big factory game to be launched next week is Netease game Harry Potter: Magic Awakening.

This work is an RPG mobile game authorized by the original Harry Potter, developed and distributed by Netease Games.

In the game, the player plays a freshman in the School of Wizardry, enters Hogwarts College to study, and starts a mysterious adventure with other partners. Although the picture of the game is 3D, through the combination of filters, rendering and light and shadow, the whole picture has a retro picture book effect, which is very compatible with the magical theme of Harry Potter.

At present, Harry Potter: The Magic Awakens has more than 10 million reservations in official website, and the TapTap score is 7.1.

Scale, scale or scale

Author | Qin Zhangyong

In the past year, the share dispute was a matter of life and death. Even leading enterprises such as Tesla and BYD had to cut prices and fight hand in hand. The Matthew effect shattered the speed of light in the industry bubble.

But we should thank this price war.

Nowadays, the market no longer believes in beautiful stories, and begins to pay attention to who can make blood independently and who can have the advantages of scale. Only enterprises that have experienced the most intense artillery fire can exercise their strong vitality and create better products.

After ten years of development and continuous organizational changes throughout the year, Xpeng Motors’s accumulated energy began to be reflected in the financial report.

In the fourth quarter of 2023, Xpeng Motors ushered in a milestone result, delivering 60,000 units in a single season.Gross profit margin turned positive again, reaching 6.2%. In the first three quarters of last year, Tucki’s gross profit margin was negative, and in the fourth quarter, it rose by 8.9 percentage points from the previous month, and its total revenue reached 13.05 billion yuan, up 154% year-on-year and 53% from the previous month.

The most important thing is that Tucki was realized for the first time in 2023.Annual operating cash flow turned positive. By the end of last year, Xpeng Motors’s cash reserves reached 45.7 billion yuan, a net increase of 9.2 billion yuan from the previous month, and its positive free cash flow exceeded 6 billion yuan.

With these ammunition, Xpeng Motors’s thinking of solving problems is no longer limited, releasing the second brand, opening up a new sinking market, landing a big AI model, and of course, going international.

In 2023, Tucki began to quickly adjust its state and gradually climbed out of the trough.

01

More will "make money"

Gross profit margin began to turn positive, which is not a simple matter of increasing revenue and reducing expenditure. Behind it is the improvement of operating system efficiency and the gradual maturity of products and commercial capabilities, which is also the key for Tucki to cross the cycle and face the future.

Last April, it was a turning point in Xpeng Motors and was officially released.SEPA 2.0 boosting architectureThis is the only integrated aluminum die-casting and global 800V high-voltage SiC silicon carbide platform before and after mass production in China.

With this brand-new architecture, the development cycle of new cars in Tucki has been shortened by 20%, and the generalization rate of structural parts has reached 80%. The comprehensive efficiency of 800V XPOWER can be increased to 92%, surpassing 91.4% of American head brand new energy vehicles.

To sum up, reduce costs and increase efficiency.

Tucki G6 is the first strategic vehicle with a swing structure. With the advantage of platform-based research and development, the price war has been directly brought to a new dimension with a starting price of 209,900 yuan.

The 250,000-class new energy market is the most competitive price zone for car companies. Tesla, BYD and traditional giants are all desperately grabbing shares, battery costs are also ups and downs, and the public opinion environment is even more tragic. Without Tesla’s brand aura and the cost advantage of BYD’s self-made battery, it is difficult to control the cost in a short time.

The sales curve proves Tucki’s choice. After its listing in June last year, Tucki G6′ s delivery volume kept rising, successively setting a record of monthly sales exceeding 20,000, and winning the market sales champion of 200,000-250,000 grade pure electric SUV.

After the brand-new Tucki G9 went on the market, the sales volume rebounded rapidly, and the proportion of sales volume increased continuously in the brand structure. This has also helped Tucki raise the average price of bicycles,In the fourth quarter, the average price of bicycles reached 203,000 yuan, an increase of about 7,000 yuan compared with the third quarter..

The gross profit margin of automobiles reached 4.1% in the fourth quarter, compared with negative 6.1% in the third quarter of 2023.The chain increased by over 10 percentage points.

On the Q4 conference call, He Xiaopeng bluntly said that the total revenue in the fourth quarter increased month-on-month, mainly due to the rapid growth of sales of G6 and G9. With the help of platform-based R&D and scale effect, Tucki can effectively reduce the supply chain cost and manufacturing cost, and accelerate the realization of the goal of reducing BOM cost by 25% by the end of 2024.

In January this year, Tucki X9 was officially launched. As the most expensive model in Tucki, He Xiaopeng revealed that nearly 4,000 units have been delivered in two months, and it is expected that the sales volume in March and April will be greatly improved.

The income guidance given in the first quarter is 5.8-6 billion yuan. Combined with the sales guidance of 21-22,500 vehicles, it means that the average bicycle price will exceed 230,000, which is higher than that in the fourth quarter of last year. Obviously, the climb of X9 sales will inevitably increase Xiaopeng’s gross profit margin.

In this way, Xpeng Motors has also achieved it to a certain extent.Brand upward.

At the same time, with the continuous decline in the cost of lithium carbonate, including the large space for cost optimization brought by the internal organizational structure, the bicycle cost in Xpeng Motors is also declining. According to the financial report, the bicycle cost in Xpeng Motors decreased by about 10,000 yuan from the previous month to 191,000 yuan.

At this point, the route for Xpeng Motors’s gross profit to turn positive is very clear: diluting the cost with the advantage of platform, raising the selling price with the help of high-end models, and at the same time, carrying out internal structural adjustment, superimposing the natural law of reducing the cost of raw materials in the industry, and realizing positive cash flow.

02

Winning by scale

Turning the gross profit margin positive is only the beginning. How can a car company live well?

Scale, scale or scale.

Tesla’s ambition is to sell 20 million vehicles by 2030. Even if Weilai, who is holding high, is ready to launch a second brand "Ledao" to occupy a lower-priced market.

"We don’t use short-term and small-scale growth as a starting point to lay out the future."

He Xiaopeng bluntly said in the conference call that the next competition will not only depend on the short-term scale share, but also test whether the car companies will continue to lead in many dimensions such as high-quality and efficient scale, intelligence and internationalization.

Facing the future, Xpeng Motors has started the strategy of "group car-riding".

In the next three years, more than 10 brand-new models will be launched. Together with the global left and right rudder models and upgraded models, the total number of SOP models will reach nearly 30. This figure means that Xpeng Motors has got rid of the idea of start-ups.Began to develop towards all categories and globalization..

The first is a brand-new brand. Like Weilai, Tucki’s second brand is also ready to go. He Xiaopeng revealed that during the Beijing Auto Show next month, a brand-new brand for 100,000-150,000 will be officially launched, and it is committed to building the first AI smart car for young people. "This will be the most eye-catching explosion in the A-class pure electric market this year. New model."

This brand-new model will enter the C-end market first. Gu Hongdi, co-president of Xpeng Motors, said in the earnings conference call that MONA will contribute 10,000 sales every month, and such sales scale will be considered "very successful" internally.

Different from the market of more than 200,000, the new energy vehicles with 100,000-150,000 grades face greater difficulties. Companies such as Tesla and Huawei are trying to enter this market, but it is difficult to make a profit because of the high cost of batteries and smart driving systems. Not long ago, Yu Chengdong bluntly said that the cost of Huawei’s intelligent driving system is high. "Only more than 300,000 vehicles can use us to make a profit."

He Xiaopeng is also well aware of the difficulty of the market. He said that it is extremely difficult to make a good car with excellent performance in all aspects and high-level intelligent driving ability in this range, and to achieve profitability, which requires enterprises to have strong scale and systematic ability.

"Today, we are finally ready." In his view, the innovation of AI-driven smart car technology and architecture is no longer a medium-and long-term goal.AI-defined cars with autonomous driving as the core are now in progress..

At the scene of 1024 last year, Tucki revealed that the AI ? ? big model got on the bus, and now there is a clear timetable-the mass production of the AI ? ? smart driving big model got on the bus in the second quarter of this year.

This is still inseparable from the advantages of scale. At the beginning of this year, Tucki began to push XNGP to Max users in full, and the active penetration rate of users reached 83% in February. With the increase of XNGP usage, He Xiaopeng also set a KPI for the team:

I hope that XNGP’s travel experience in core areas, such as Beishangguangshen and Shenzhen, will be compared with Waymo’s Robotaxi in San Francisco.

What is certain is that with the brand-new sub-brand landing, the hardware cost of XNGP will be reduced with high probability. He Xiaopeng revealed that Xpeng Motors’s main brand will release a brand-new model in the second half of this year. "From this brand-new model, the hardware cost of XNGP has dropped by 50%."

In addition to the domestic market, Tucki also tried to replicate the advantages of scale abroad.

He Xiaopeng revealed that the expansion of overseas business has been greatly accelerated this year. In the second quarter, the international left-rudder version of G6 will be launched for the global market, and the right-rudder version of G6 will be launched in the second half of the year. In the future, we will enter Europe, Middle East, Southeast Asia and Commonwealth countries by cooperating with high-quality distributors.

03

Marketing+channel innovation

On the conference call, He Xiaopeng mentioned Wang Fengying the most frequently.

As an experienced automobile veteran, Wang Fengying’s entry into Tucki has brought about earth-shaking changes, not only a mature channel system, but also rich dealer resources. Wang Fengying is highly praised in Xpeng Motors, including He Xiaopeng.

In September last year, under the impetus of Wang Fengying, Tucki began to implement a channel reform plan called "Jupiter Plan", with the aim of eliminating inefficient direct stores and expanding the size of the stores of agent dealers. In addition to reducing costs, this innovative measure is moreLayout sales ability in advanceTo build a more efficient marketing channel system.

He Xiaopeng revealed that in 2023, a round of channel upgrading was completed, with over 130 stores eliminated at the end, and more than 160 excellent dealer partners were introduced, covering 40 new low-tier cities.

In 2024, while cultivating new stores, Tucki will accelerate the channel sinking. By the third quarter of this year, the total number of stores will increase to 600.

For the first time, He Xiaopeng responded positively to the rumor that "dealers are required to reserve inventory", saying that starting from the second quarter of this year, an innovative dealer cooperation model will be launched. By establishing short-term channel inventory for about half a month, the purpose is to speed up terminal delivery and fully activate the enthusiasm of dealers.

In fact, this adjustment in Tucki is not unusual in the automobile industry. It is an open secret that traditional car companies have pressed the dealers for inventory, and some good-looking sales figures are in many cases bought by dealers under pressure.

The inventory ratio of domestic car dealers will generally be around 2 months, and the inventory ratio of some economical family cars will even be higher. The purpose of doing so is also very simple, sales promotion.

In order to avoid the disadvantages of the traditional sales model of 4S stores, Xpeng Motors will strictly control the inventory level and the nationwide unified user purchase experience through systems and monitoring mechanisms.

In addition to the changes in dealer channels, the gameplay of marketing has also begun to adjust.

He Xiaopeng said that in 2024, a strong new marketing team will be established, paying more attention to the marketing of short videos, and reducing inefficient shopping, and upgrading from the original "car+internet" to "car+mobile internet".

For example, during the Spring Festival in Tucki, 20,000 users participated in the activity of soliciting video of car owner Spring Festival travel rush Zhijia, which also made the reputation of Tucki Zhijia spread from first-tier cities to third-and fourth-tier cities. From the recent month, the front-end planting data has increased by more than 100%.

In addition, Wang Fengying also put his own brand innovation strategy in Tucki. During the Great Wall period, Wang Fengying made Deerpika a champion in the market segment by reforming the sales model, and later gave birth to the Haval H6 with the concept of "urban SUV".

He Xiaopeng said that in terms of product planning, Xpeng Motors will insist on category innovation, because category innovation is the innovation with the greatest value, and the differentiation advantage of new categories is far greater than the "involution" of homogenized products. For example, Tucki X9 has created a new category compatible with 4-seater and 7-seater large cars. With the shape of MPV, it has largely cut off the medium and large SUV market.

In the past year, for Xpeng Motors, the external market environment, internal organizational structure, products and channels were all experiencing severe turbulence, but fortunately, Xpeng Motors stood the test.

Next, the wind and rain are still the same, the competition is still the same, and great uncertainty still hangs over every player’s head. Xpeng Motors, who has experienced artillery fire and wind and waves, has found the most suitable way for himself.

Text | AnnaKarina

Edit | AnnaKarina

"I’m only wary of whether creativity is declining. I think writers need talent and physical strength to run marathons on the track."

-Screenwriter Hai Fei

In 2011, the TV series Cheongsam officially transformed Haifei into a screenwriter. At that time, Haifei was already a well-known novelist who had published a large number of novels in mainstream literary publications such as Harvest, People’s Literature and October.

　

The arrival of Cheongsam became a watershed in Haifei’s career. Since then, he has started to create novels and scripts simultaneously for more than ten years. In the meantime,His novel The Catcher won the Biennial Award of Selected Novels. As a screenwriter, the TV series "Sparrow" became the first spy war drama in history with a total broadcast volume of over 10 billion.Whether it’s a novel or a script, Haifei’s ten-year deep cultivation of spy war creation has also made him one of the leaders in this field.

　

Recently, the two annual dramas written by Haifei, Thin Ice, have been officially announced, and Plum Blossoms and Hearts have also been officially launched. Taking this opportunity, Spicy Fish interviewed Haifei, a novelist and screenwriter, and talked with him about the easy switching between novelist and screenwriter and the IP creation of "Haifei Spy World".

　01　　　　　

Double-sided sea flight

The novel emphasizes the description of artistic conception and atmosphere, while the script emphasizes the sense of picture and patability. Perhaps the difference between language use and logical structure construction is the most superficial cognition of the public about the difference between novel and script creation. The methodology of two kinds of identity transformation may be the most common problem faced by Haifei.

　

Hai Fei knows that novels and scripts are two different things, but it is not too difficult to switch identities. He admits that after Cheongsam, many spy war dramas came to him for cooperation. It is also in this continuous creation that he gradually shuttled freely between his novels and scripts.

Hai Fei, novelist and screenwriter

　

In addition to the differences in creative techniques, the most important thing is thatHai Fei caught the commonality between novels and scripts-literariness, which he thought was generally ignored by the screenwriter industry."Literariness is very important, artistic feeling is innate, and everyone is different. Novelists and screenwriters have one thing in common, that is, they need to touch human nature more deeply. Even the ugliest side of human nature is shining for novels or scripts. So many of our classic spy war dramas, such as "Hidden" and "Assassination", are very literary, and they tell a lot of vivid lives. Many years later, when we recall, the plot and the bridge will be forgotten, but the last thing we remember is the complexity of life and human nature.Understand human nature and build stories. Stories still serve human nature.Of course, novelists and screenwriters also have a lot of basic skills, and screenwriters need to have strong story structure ability and a sense of relaxation and rhythm; The story structure of the novel is relatively simple, but it needs literary language and blank space. Generally speaking, the most basic things are writing skills, reading, cognition, etc., and at the same time, it depends on talent. "

　

Being good at capturing details is a great advantage of screenwriter Haifei in his creation. Because spy war plays need a lot of historical basis as creative support, Haifei chooses more historical reference books in ordinary reading. At the same time, Haifei still maintains his love for serious literature, and novels by writers such as Shanghai Literature Magazine and Yu Hua can also impress his works repeatedly.

　

However, Hai Fei believes that pure literature needs a very sensitive sense of smell in film and television adaptation. "Few people can see the adaptation potential of novels.Pure literature works have roots, and the atmosphere it conveys is very important, but pure literature is not as easy to be recognized by film and television adaptation as popular novels in story and drama.This is actually a pity. Judging from the number of words, it is also a misunderstanding of the current film and television companies. The original novel of the most classic spy war drama "Latent" is very short, the original novel of "Rebel" is a novella, and my own "Sparrow" is only 30,000 to 40,000 words. "

　

Different from most novelists and screenwriters, Haifei’s plays are almost all adapted from his own novels, which is absolutely original. Although the new work Thin Ice is adapted from the original novel of Chen Dong, a signing writer of Haifei Studio, Haifei knows the whole creation process of the novel very well. "The advantage of adapting one’s own novel is that stories and characters have long taken root in the heart. After numerous tests, if a new screenwriter intervenes, the understanding will be different, but if a novelist does not have the skill of screenwriter, he still has to give it to a professional screenwriter. Most novelists’ works are adapted by professional screenwriters. In this case, whether they can be changed or become explosions can only be resigned. "

For the frequent disputes between original authors and screenwriters, Haifei believes that there is no way to balance them. "With the establishment of rules, disputes will become less and less, which requires a process. When the producer pulls the screenwriter and the original author’s work into a camp, it has already decided half the success or failure of this work.Original works are roots and provide good nutrients and materials. The depth of the screenwriter’s skill directly affects the quality of the work.I believe that a skilled screenwriter can change ordinary novels into fine dramas, and the key depends on how hard the screenwriter works. Because I have a dual identity, I think the most important thing is to make enough efforts to release my creativity and write good works. As a screenwriter, we must know that due to various objective factors, the work will be unsatisfactory when it is finally broadcast, but can we guarantee that our script is impeccable? Therefore, it is useless to complain. The most important thing is to learn and gain new things in every creation.The writer’s right to speak is not won by struggle, but by solid foundation and excellent works. Therefore, for long-term creators, they don’t have to consider the wind direction and sound outside their creation. What they can do is not to ask about the future and end without regrets."

　

　02　　　　　

Different stories, the same spy war universe

　

When the hidden "eggs" related to Sparrow appeared in "Scared", the audience was excited and found that Haifei was weaving a meticulous and huge spy war world.

　

Shanghai in troubled times, the hero surnamed Chen, and the different life situations in the parallel universe, Haifei’s spy world view has gradually taken shape. In this regard, Haifei said that this was not achieved overnight, nor was it conceived from the beginning of creation. "This was gradually formed in the process of creation with the passage of time. When there are more and more works, you gradually have the consciousness of establishing a world outlook, such as having a few bamboos and a water tank, you feel that you can build a yard. When you have a yard, you feel that you have to plant another tree. This is natural, and the plan is gradually clear in creation. "

Hai Fei spy war world works collection　

The spy world of Haifei includes not only the spy war of the Republic of China, but also the spy war of ancient costume. In the "spy world of Haifei" composed of In the Dust, Battle of Jiangnan and Kunlun Sea, he initiated the Royal Guards series of Ming Dynasty.

　

The formation of the world outlook can not only expand the single story more grandly, but also achieve close interaction with the audience. The audience likes to watch spy war dramas because of their suspense of multi-party games, step by step, and unbuttoning. At the same time, the feelings of home and country, emotional entanglements, personal will choices and fate ups and downs are more complicated and rich than other types.

　

In addition to excellent spy war creation skills, screenwriter Haifei pays more attention to the atmosphere of his works, which includes more delicate contents such as the texture of life and the feelings of characters. Hai Fei once again took "Latency" as an example. "In" Latency ",only sporadic gunshots sounded, but it was enough to make you feel real and nervous." The atmosphere is not created by blind big scenes.

　

Hai Fei’s new book Plum Blossoms and Hearts wrote a couple of "Smiths in the Republic of China". In his view,Spy warfare is bone, life is flesh and blood, and as a work of art, there must be a soul, and this soul is "deep affection."The most attractive setting of Plum Blossoms and Hearts is how a pair of evenly matched fake couples can find their true feelings in life under the great proposition of the torrent of the times and beliefs. At the same time, the main scene of Plum Blossoms and Hearts is set in a business firm with the bright side and the dark side as the place of Japanese secret service. Therefore, the daily life texture of the business firm needs to be truly presented, but the overall chilling atmosphere should also be fully created.

　

In the new book Suzhou River, conceived by Haifei for eight years, it tells the tragic life of Baoshan Chen, a policeman in Shanghai, before and after the liberation of Shanghai. In Hai Fei’s talk about the creation of Suzhou Creek, he wrote:"People can’t choose the times, they can only choose a living method in the times."

　

Hai Fei believes that people in the troubled times under the spy war are very similar to us who are tired at the moment. He emphasizes the sense of substitution, whether the actor or the audience, all need to find an outlet for life in the interaction with the role.

　03　　　　　

The solidification and evolution of spy war drama

In today’s solidified drama genre, genre superposition has become a magic weapon for innovation.

　

In terms of spy war drama, Haifei thinks it is not necessary to subdivide the genre itself too much. "For example, The Longest Day In Chang’an, I think it is also a spy war in costume, but it is not impossible to say that it is a legend in costume. Compared with the spy war of the Republic of China, the censorship system is different, and the writing is the same. For example, in a kung fu drama, it is more difficult to define the type by adding an organization or plot that steals intelligence, so it is not necessary to entangle too much with a certain concept. "

　

In terms of innovation, Haifei believes that innovation should start from the inside, rather than blindly packaging the outside."Sparrow is just a young actor, so it is called the youth spy war, but it is just that the actor is younger. Therefore, if the market demands for spy war dramas have changed in recent years, it is better to say that it is a change in viewing habits. I believe that fine dramas like "Hidden" and "Cliff" will still look good after ten years.A piece of gold, no matter how its shape changes, is gold first.Of course, the audience’s aesthetics and the rhythm of the plot are definitely changing and need to adapt to the situation, but if there are more, it may not be a spy war drama. "

In recent years, more and more young actors are familiar to the audience in spy war dramas. On the one hand, the complexity of characters in spy war dramas is a good acting experience for young actors, on the other hand, it can also add a lot of color to them in the diversification of roles.

　

There is no denying the bonus of young actors to spy war dramas. Haifei believes that "the world belongs to young people, which is a huge subject, soYoung actors are of great value to spy war dramas.In fact, in the 1990s, Wang Zhiwen and Jiang Shan starred in "Addiction" and Chen Daoming starred in "Chicken Feathers in One Place", weren’t they all young people? Therefore, traffic niche is nothing new, it exists in any age, and it is coming step by step. Actors have a proportion, which has always been the case. Of course, a good drama can’t be separated from the contributions of various posts. "

　

At present, Haifei’s ancient spy novel Kunlun Sea has completed the first draft, and the script will be Amber. At the same time,Traitor, which has three innovative modes of spy warfare: non-spy, mutual stealth and screening, is also finalizing the copyright of film and television.With the finalization of "Thin Ice" and the launch of "Plum Blossom and Hearts", Haifei pushed his spy war world to the audience one after another at an average annual pace, which he thought was "the best arrangement".

Haifei at the boot site of Plum Blossoms and Hearts

"Everything is fate" is a word that Haifei kept mentioning during the interview. His joke may sound a bit fatalistic. "But it is true. I think that Mo Wen has the best future and just has to bow down and work hard. I never regret that a play is not on fire. It’s all destiny takes a hand, and destiny takes a hand sometimes comes.I’m only wary of whether creativity is declining. I think writers need talent and physical strength to run marathons on the track."

–

Special feature of 1905 film network When the National Day movie hits in 2021, it is undoubtedly a matter of great concern to many viewers when they are looking forward to the holiday, whether they can make history, whether Zhu Yu’s previous glory can continue, whether he can achieve a counterattack full of youthful atmosphere, and how many parent-child movies will contribute a movie feast for everyone during the National Day holiday.

The National Day file brings movies back to hot search, in which the word "Hui" is the key word. Because of the repeated epidemic, the movie market has gradually slowed down since August. Both the cinema and the audience are waiting for one or even several explosive movies to stimulate the market and provide a reason to go to the cinema during the Golden Week leisure time. Then, is the movie on the National Day file expected to be searched on the screen? Which movies have the potential to be hot searched? Today’s Film Review invited Zhang Jinfeng, deputy editor-in-chief of China Film News, to look forward to the National Day file with you.

At the moment when the epidemic situation is repeated, whether the films of the National Day archives can be searched on the screen or not, and the topic before the return, will bring a movie-watching craze, which is of inspiring significance to China filmmakers. In this regard, Zhang Jinfeng believes: "I think it will, because the blockbuster itself has its own traffic and is a topic maker. The production cycle and publicity of The Battle at Lake Changjin and "My Father and I" have kept everyone’s appetite because of the repeated epidemic. These two films will create more hot searches while creating high box office, so that China films can return to the center of the audience. " Before the deadline, the total box office of movie screening and pre-sale in The Battle at Lake Changjin has exceeded 100 million.

Teacher Zhang Jinfeng once said: "The explosion may be late, but it will never be absent." Many films in this year’s National Day archives have the ability to board the hot search, and the possible hot search entries also highlight the selling points and characteristics of the films. For example, what hot search terms may appear in The Battle at Lake Changjin, which is highly anticipated? Zhang Jinfeng mentioned: "First of all, can The Battle at Lake Changjin surpass the box office and the total box office of participating movies become the highest among all actors. Other acting skills, as well as his sacrifice and dedication for the film, will also become a hot topic for everyone. Jason Wu and Jackson Yee play a pair of brothers, and their brotherly love may get a hot search. Finally, there is "urine point", because the film lasts for nearly three hours, and many viewers can’t last for three hours. Where is its "urine point" will also be a hot topic for the audience. "

As the third work of "Me and Me" series, "Me and My Father" has a directing tube, which I believe will give fans more freshness and is also one of the main forces to board the hot search topic. Zhang Jinfeng said: "Zhang Ziyi and Shen Teng will definitely become the key words of hot search. As the only director who participated in the whole series, the fragments he directed in the first two films have won the welcome of many audiences; In his directing part, Jason Wu is also a subject of military war that he is good at. By desperately performing Saburo, he shows a particularly masculine temperament, which will also become the focus of hot discussion. In The Battle at Lake Changjin, Jason Wu and Jackson Yee play a pair of brothers, and in My Father and I, Jason Wu plays the father. These three people will have a series. What is the relationship between Leo and Jackson Yee? I think it is very fun. Jackson Yee and Leo may wish to have a dialogue from a distance during the National Day. "

In addition to the above two heavyweight blockbusters, there is actually a youth-themed film in the National Day file, that is, "Five Boys Who Save the Water". In the case that The Battle at Lake Changjin and My Father and I may occupy the largest proportion of the National Day movies and box office, the space left for other movies is very small. Whether Five Boys Who Drove the Water can become a dark horse in the fierce National Day movie schedule and board the hot search by strength is also concerned by many people.

Zhang Jinfeng’s prospect: "As a theme of youth and sports, if the film can win the popularity of young mainstream audiences, then the film arrangement will definitely become the key word. Fans will form tap water for the film arrangement, become a hot search, and slowly seize the market space of those two blockbusters. I believe that "Five Boys Drowning in the Water" can achieve a counterattack of our market expectations in the National Day file, and some elements of this film are very in line with the National Day file. The soundtrack of the synchronized swimming team is "March of Steel Torrents" during the National Day military parade, which matches the atmosphere of the National Day. In fact, as long as it is a good film, the market and the audience will not live up to it. "

In addition to the above three films, there are many parent-child movies in the highly competitive National Day, which often have a fixed audience. Zhang Jinfeng said: "It was created in the 1990s, and Zheng Yuanjie himself is a writer with his own hot search body. When he expresses some opinions on Weibo, he always gets on the hot search. Then I think this time his film is released, he may often have something to say during the release, and this film will also be one of the strong contenders for hot search words."

The hot search terms predicted for the National Day films are actually the expectations of these films. At present, the epidemic is not completely over, so we can’t be blindly optimistic now, and filmmakers need to continue to overcome difficulties with everyone. China movies have experienced so many twists and turns since last year. The road is tortuous, but the future is bright. If we can do a good job in the film content, we will definitely be able to return to the high point that China movie market should have after the epidemic is over.

Today’s film reviewDirector observation

This year, the movie market is so deserted that everyone is particularly looking forward to the arrival of the National Day file. The National Day file is indeed an arduous task. I also hope that several films can live up to expectations, so that the hot search terms predicted in this program can come true and the movies will become the topic of everyone’s leisure time again. (Director of Ma Hongyu’s Today’s Film Review)

　　Source: Ministry of Industry and Information Technology Cartography: Wang Zheping

　　Recently, new energy vehicles have repeatedly received favorable policies for going to the countryside. The the Political Bureau of the Communist Party of China (CPC) Central Committee meeting stressed that it is necessary to boost large-scale consumption such as automobiles, electronic products and homes; The "Measures on Restoring and Expanding Consumption" proposes to implement policies such as building a high-quality charging infrastructure system, supporting new energy vehicles to go to the countryside, and continuing and optimizing vehicle purchase tax reduction and exemption for new energy vehicles; The National Development and Reform Commission and the National Energy Administration issued opinions, calling for accelerating the construction of charging infrastructure and better supporting new energy vehicles to go to the countryside and rural revitalization; The Ministry of Commerce made it clear that the "Consumption Boosting Year" would focus on key areas, and organized the activity of new energy vehicles going to the countryside in thousands of counties and towns … …

　　What is the implementation of relevant policies? How to better meet the needs of the masses? How to build a supporting service system? The launching ceremony of this year’s new energy vehicles going to the countryside was held in Jingmen, Hubei Province a few days ago. The reporter conducted an investigation here.

　　— — Editor

　　"I deliberately got up early on weekends, and there are still many people watching cars!" The 4S shop was crowded, and Li Chengwu and his wife followed the salespeople closely. The newlyweds, who live in Levin Town, Shayang County, Jingmen City, planned to buy a new energy car at the beginning of the year, so they have to make a good choice when they go to town this time.

　　In June this year, the Ministry of Industry and Information Technology, the National Development and Reform Commission, the Ministry of Agriculture and Rural Affairs, the Ministry of Commerce, and the National Energy Administration simultaneously launched the 2023 new energy vehicles going to the countryside in Wuxi, Jiangsu, Qionghai, Hainan, and Jingmen, Hubei. The model that Mr. and Mrs. Li Chengwu are interested in happens to be among them, and there are many discounts.

　　The construction of charging piles goes ahead, and the market demand in counties and townships continues to be released.

　　Why is China-Italy new energy vehicle? Li Chengwu and his wife calculated the account: buy a model with a battery life of 200 kilometers and charge it once a week to meet the daily travel needs; Using public fast charging facilities can save three or four thousand yuan a year compared with fuel vehicles.

　　Convenient and affordable, it has become the main consideration for many customers to buy cars. Haodi Company is BYD’s general agent in Jingmen area. Chen Quan, sales manager, told reporters: "Recently, the company’s monthly turnover has stabilized at more than 200 vehicles, and many more customers have bought cars from counties and villages." It is understood that BYD originally had only two 4S stores in Jingmen, and now it is planning to open new stores in county-level cities such as Jingshan and Zhongxiang.

　　Why should we promote new energy vehicles to the countryside? According to the study of electric vehicle travel in rural areas of China, by 2030, there will be nearly 160 vehicles with 1,000 people in rural areas of China, with a total of over 70 million vehicles, and the market scale may reach 500 billion yuan. Peng Yong, deputy director of Jingmen Economic and Information Bureau, said that the market penetration rate of pure electric vehicles and plug-in hybrid vehicles is 15.9% and 10.4% in counties and villages of the city, which still has great growth potential compared with the central city.

　　What is the first problem to be solved to stimulate growth potential? Cui Dongshu, secretary general of the National Passenger Car Market Information Association, believes that the construction of charging piles must be laid out in advance for new energy vehicles going to the countryside.

　　When the reporter came to Levin Town, he met Dai Feilong, a new energy owner, in a parking lot: "Two years ago, there was a slow-filling pile in the town, and I bought a pure electric car. Now a new fast-filling pile has been built, which can be fully charged in less than an hour, which is more convenient. "

　　Since 2021, State Grid Jingmen Power Supply Company has built charging facilities in 52 towns and villages in the city. This year, it has completed upgrading and expansion, and built 58 DC fast charging stations, equipped with 112 fast charging piles and 120 slow charging piles, which is the first in the province to achieve full coverage of fast charging piles in towns and villages. From January to June this year, the charging capacity of charging piles in Jingmen township increased by 182.33% year-on-year, ranking first in the province.

　　"The charging piles at the entrances and exits of township expressways and popular tourist villages are used frequently, and we have added fast-filling piles." Huang Kai, head of the electric vehicle business of State Grid Jingmen Power Supply Company, believes that the charging infrastructure should be built in front, so that consumers can have no worries.

　　When new energy vehicles enter the village, the demand for personal charging piles is greater. Not long ago, Yu Liangrui, a villager from Zengmiao Village, Zilingpu Town, Dongbao District, Jingmen City, applied for charging pile installation business on his mobile phone. On the same day, the staff of State Grid visited the site to complete the on-site investigation; Two days later, the charging pile was electrified. "Many families in rural areas have single-family houses and have enough space to install personal charging piles. This advantage makes it difficult for towns to compete. " Huang Kai said.

　　Demand upgrade leads product iteration, and vehicle functionality is continuously enhanced.

　　Set up tents, put up banners and put gifts … … In Macheng Town Square, Duodao District, Jingmen City, the off-line tour of new energy vehicles attracts residents to experience.

　　For several years, Chen Quan first drove the demo car to the boundary far away from the city. "In less than half a day, the contact information of several interested customers has been added." Chen Quan said that there will be more exhibitions in towns and villages.

　　Xiao Liu, a staff member of Macheng Industrial Park, bought a plug-in hybrid car two years ago. Now he is a little annoyed. "I should have bought pure electricity at the beginning." She found that the touring models not only have longer cruising range and faster charging speed, but also add practical new functions such as smart parking and digital keys.

　　Compared with the early years when cars went to the countryside to mainly solve the problem of "whether there is", now with the improvement of consumption level, new energy vehicles have to solve the problem of "whether it is good or not". Chen Jintao, deputy director of the Economic and Information Bureau of Duodao District, exemplified that some middle-aged consumers are facing the demand for vehicle redemption, and whether the cruising range is sufficient is the main consideration; For young people who buy the first car, the new "gameplay" related to assisted driving and intelligent network connection is more attractive.

　　The reporter consulted the catalogue of four rounds of new energy vehicles going to the countryside and found that only 10 companies and less than 20 models initially participated in the countryside, most of which were traditional car companies. This year, the number of models going to the countryside has increased to 69, which has opened up the distinction in terms of price, function and power, and some mid-to high-end models have also been included.

　　Products are iterative with the upgrading of demand, and so are commercial vehicles. According to the data of the Ministry of Industry and Information Technology, in 2022, the sales of new energy commercial vehicles in China accounted for about 1/10 of the total sales of commercial vehicles. The reporter learned that among commercial trucks, the micro-closed van that the masses call "micro-surface" is the mainstream model and is often used for short-distance logistics transportation.

　　Liu Jun is a pure electric micro-surface user of Dongfeng Motor, who lives in Tuanlinpu Town, Duodao District. In the early morning, he drove agricultural products to the vegetable market in the city. In his spare time, he took orders to distribute food and department stores on the group buying and pulling platform, and traveled more than 100 kilometers every day. However, occasionally receiving a list of decoration building materials made him quite puzzled: "It is not easy to put a water pipe three or five meters long in the car. If only the cargo compartment were bigger. "

　　For Liu Jun, the car should not only run fast but also save money and be reliable. Pan Chonggang, deputy director of the commodity planning department of Dongfeng Motor Co., Ltd. said that the pure electric micro-surface currently sold by Dongfeng is based on the original passenger micro-surface "oil to electricity", and the loading capacity is limited. To this end, they decided to upgrade the product line and design a brand-new pure electric micro-surface model.

　　The R&D team was stationed in rural areas of Zhejiang and Hubei to investigate the use scenarios such as express delivery into the village. "We found that the hillside into the village is slippery, and the car should have good handling stability and sufficient power; In order to facilitate loading and unloading, the volume of the cargo compartment should be increased to at least 5 to 6 cubic meters, and spacious side doors and tailgates are needed. " Pan Chonggang said, "The new pure electric micro-surface car has been tested and is planned to go on the market next year."

　　The supply of affordable vehicles needs to be strengthened, and shortcomings such as after-sales maintenance need to be filled.

　　From urban areas to counties, towns and villages, with the gradual sinking of the market, consumers need different models. The reporter found in the interview that the cruising range of 300 kilometers is too short for some urban consumers, but it may be too long in the village — — Many villagers make a living by farming or small businesses, and are unwilling to pay for miles they don’t need.

　　Zheng Peng, secretary-general of Hubei Electric Vehicle Circulation Association, said that the models purchased by county and township consumers are mainly A00-class mini new energy vehicles and A0-class small new energy vehicles, accounting for about 60% to 70%, and the price ranges from 50,000 to 80,000 yuan.

　　"For some consumers who only need to travel instead of walking, electric three-wheeled and four-wheeled vehicles are more attractive; For fellow villagers with production needs, the cargo capacity of new energy trucks is generally small, and there are not many optional brands of commercial vehicles such as pickup trucks, light trucks and micro-noodles. " Zheng Peng suggested that relevant enterprises should reduce costs and increase efficiency from product design, supply chain and other aspects, develop more "explosive" products for the rural market, and constantly explore the market "blue ocean".

　　What aspects can be improved to promote new energy vehicles to the countryside?

　　The charging facilities in township areas are scattered, and the construction and management costs are high. Huang Kai opens the monitoring page of the charging station in the operation center of State Grid Vehicle Networking Platform on the computer, and four colored circles indicate the utilization rate, failure rate, offline rate and charging success rate of the station. He admits that in the past year, the supply of slow filling piles in towns and villages in the city has exceeded demand, and the utilization rate is generally not high; However, in the peak period of returning home such as the Spring Festival, the demand for fast filling piles is in short supply.

　　According to estimates, according to the calculation of adding 6,000 new energy vehicles every year in Jingmen City, the centralized charging load in the city will reach 250,000 kilowatts in 2030. "There are more and more users installing personal charging piles now. Adding a slow-filling pile is equivalent to adding four 1.5-horse air conditioners, which greatly improves the requirements for transformer capacity. " Huang Kai is worried that the relatively weak rural power grid is difficult to load.

　　At the same time, the blocking point of after-sales maintenance also needs to be cleared. Some car owners report that many auto repair shops can’t repair new energy vehicles. Zheng Peng introduced that the maintenance of fuel vehicles is mainly mechanical maintenance, while the maintenance of new energy vehicles is mainly in battery circuits, and having an electrician’s operation certificate is the basic threshold. At present, there is a market gap of more than 40% for technicians who are proficient in "three electricity" maintenance such as batteries, motors and electronic control systems.

　　Focusing on the bottleneck problem that restricts new energy vehicles from going to the countryside, relevant measures are being improved from top-level design to local practice. The "Implementation Opinions on Accelerating the Construction of Charging Infrastructure to Better Support New Energy Vehicles to the Countryside and Rural Revitalization" puts forward 11 specific measures in three aspects, and strives to promote new energy vehicles to the countryside by moderately advancing the construction of charging infrastructure and optimizing the purchase and use environment of new energy vehicles. "Some vocational schools in Hubei Province have set up new energy auto repair majors, and the Provincial Electric Vehicle Circulation Association is also carrying out new energy auto repair technician training business, and plans to jointly develop and launch new energy vehicle battery maintenance standards with insurance companies." Zheng Peng said that the road will be smoother when new energy vehicles go to the countryside.

　　 China Youth Daily Zhongqing Online Reporter Dong Zhicheng

　　 In Qingdao in July, the sun is like fire. On the 23rd, a delegation from the online media National Defense Bank of "Building a Strong Military Dream Together" came to an independent regiment of the North Sea Fleet Aviation. It is reported that the regiment is the first ship-borne helicopter unit of the whole army, and the first emergency mobile combat unit determined by the Central Military Commission, which is mainly responsible for missions such as searching and attacking submarines, over-the-horizon guidance, attacking ships, fighting and transporting, and maritime rescue.

　　 In the fighting spirit cultivation center, the reporter was shocked by a world map that marked dozens of major mission routes of the regiment: half a century’s stormy journey, generations of carrier-based aircraft people, driving Hawk to fly high into the deep blue, drew the glorious track of the first carrier-based aircraft unit of the China Navy.

　　 Yu Zhigang, the "Antarctic Eagle": Braving the Antarctic Forbidden Zone

　　 Antarctica has always been recognized as a "white death line" by the international aviation community. After 25 years of investigation in Antarctica by a developed country, more than 50 planes died in glaciers. In November, 1984, an independent regiment of the North Sea Fleet Air Force, Yu Zhigang, set sail for the Antarctic with the No.179 Super Hornet helicopter to carry out the Antarctic investigation and station building mission.

　　 The climate in Antarctica is very bad, and every flight is a handshake with "Death". In this mission, 17 flight days were organized, 104 flights were safely taken off and landed, 39 tons of materials were lifted, and 1,050 people were carried, without any mistakes.

　　 In the 12 escort missions, at the moment of taking care of the hostages, the picture shows the crew who took back the first flight jumping off the plane.

　　 Cheng Wengang: Taking risks to take care of the 26 crew members of "Xufu No.1"

　　 In July, 2012, during the 12th escort mission to Somalia in the Gulf of Aden, Cheng Wengang, a pilot of a ship-borne helicopter, was ordered to go deep into Somalia to take care of the crew of Taiwan Province Xufu No.1 who had been hijacked by pirates for more than 19 months. In the critical situation that the wind force was 8 and the wave height was 6 meters, and the two boats sent in the early stage were overturned and could not be approached, the helicopter took off beyond the conditions and went straight to the pirate’s lair at the risk of being attacked at any time at night.

　　 "Report to the command post that the released crew members have been found and ask for help." After receiving the agreed reply from the command post, Cheng Wengang carefully manipulated the helicopter and began to look for the landing site.

　　 A wet beach about 10 meters wide exposed after low tide caught Cheng Wengang’s attention. "It can be used as a landing site." He immediately used the method of hovering for half a meter and soft grounding on the right wheel, and flew six sorties successively to safely rescue 26 Chinese and foreign hijacked crew members.

　　 Luo Dechang, an ordnance engineer who was on the helicopter at that time, told the China Youth Daily and Zhongqing Online reporter that the crew’s eyes were filled with tears and their mouths kept saying "thank you" when the hatch was opened.

　　 Liu Peng: The real eagle is trained in fighting with wind and rain.

　　 Liu Peng, the squadron leader of Flight 3, was carrying out the sixth batch of Somali escort mission in the Gulf of Aden when a suspicious speedboat suddenly appeared in the left front of the formation. The formation ordered the Liu Peng crew to take off urgently and drive away. The helicopter crew quickly approached the tracking target, and when it was less than 1 km away from the pirate speedboat, it quickly lowered its altitude and fired two shock bombs to warn it to drive away. However, the suspicious target did not stop and still approached the protected merchant ship.

　　 Liu Peng decisively manipulated the helicopter to reduce the height to 100 meters, which was within the range of pirate weapons. Everyone’s heart suddenly hung up, and the special warfare players quickly stopped shooting at the pirates with machine guns. In the face-to-face confrontation with the pirates, the pirates finally turned around and disappeared into the vast sea under pressure.

　　 According to reports, since its establishment, the regiment has successfully completed such major tasks as salvaging the launch vehicle data module, building an Antarctic scientific research station, aerial survey of submarine-launched missiles, Olympic security, multinational naval activities, ocean escort, etc. issued by the CPC Central Committee and the Central Military Commission, winning honor for the motherland and the people, and gaining the reputation of being a "pioneer in air and sea".

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　　CCTV News:Recently, the first fatal case of "Tesla Autopilot" car accident in China, the case of Tesla owner Gao Jubin, the father of the vehicle driver Gao Yanning who died in the accident, sued Tesla China Company, which made the latest progress after more than a year of difficult trial. Tesla finally confirmed that the vehicle was in an "automatic driving" state when the car accident occurred. This is only a small progress in this case, and the process of litigation still has a long way to go. So, what kind of traffic accident is this?

　　On January 20, 2016, a serious rear-end collision occurred in Handan section of Beijing-Hong Kong-Macao Expressway in Hebei Province. While driving in the first lane on the left, a white Tesla car ran into a road sweeper that was working ahead.

　　There were no brake marks before the collision.

　　In the process of handling the accident, the high-speed traffic police did not find any brake marks on Tesla cars before the collision. Combined with the on-site investigation and video data of driving recorder, after careful investigation, the high-speed traffic police department issued a letter of responsibility for this traffic accident.

　　Jia Weichuan, Director of Cixian Brigade Office of Hebei High-speed Traffic Police Handan Detachment: "The driver of the white Tuosule (Tesla) car did not take braking and avoidance measures when encountering the vehicle in front, which should be the main cause of the accident."

　　After being sent to two hospitals for emergency treatment, Gao Ya Ning, who was driving a Tesla car at that time, eventually died of his injuries and lost his 23-year-old life.

　　Gao jubin: "I always feel that the child died a little unjustly, and I have to find out the reason."

　　Analyze the driving video and infer it as "automatic driving"

　　Gao Jubin thought of the "automatic driving" function that his son had mentioned many times. After many experts were invited to study the video of the driving recorder, everyone unanimously speculated that it was precisely because Gaoyaning started the "automatic driving" function during driving and handed over the driving to the vehicle, and the "automatic driving" system failed to identify the vehicle in front, which eventually led to tragedy. Therefore, in July 2016, Gao Jubin sued Tesla’s sales company in China to the Chaoyang District People’s Court. Claim compensation for the loss of 10 thousand yuan.

　　Gao Jubin’s attorney, Wang Beibei.: "In fact, the amount of this compensation is not the purpose pursued by this case. We hope that through this case, it will have some social value and let the public know this ‘ Autopilot ’ The technology is flawed. Because of this immature technology, once you cause a vicious accident, it is a broken family like Mr. Gao. "

　　Both the defendant and the original witness to take out the data memory card.

　　On October 18, 2017, Gao Jubin finally waited for the day to test this Tesla car. After the accident insurance claims ended, Gao Jubin bought back the wreckage of this car from the insurance company and kept it in the garage. Now, the data stored in the car has become the most important basis for finding the truth of the accident for my son.

　　The plaintiff’s attorney, Guo Qing.When the garage door rose slowly, I stood at a distance of about two meters from the car. I saw that the car was exposed bit by bit, and it had crashed into powder, like a ferocious monster, and my heart was shocked.

　　Under the auspices of the judge and witnessed by both the original defendant and the defendant, the staff of Beijing CIMC Vehicle Judicial Appraisal Center inspected the vehicle. After more than a day, the appraisal agency completed the inspection of the vehicle and took out the memory card with the data of the vehicle driving state from the vehicle.

　　Get the data of memory card and send it to America.

　　After taking out this memory card, at the suggestion of the plaintiff’s attorney, both the original defendant and the defendant found a professional institution recognized by both parties and made a mirror copy of the contents of the memory card. The original defendant and the court each keep one copy. At this time, it is already January 2018, and it has been two years since the traffic accident occurred. After that, the data will be transmitted to the United States.

　　On February 26, 2018, the first Monday after the Spring Festival, several people came to the Tesla delivery center again and sent the data in the memory card back to the United States. The process of uploading is very simple. The judges put seals on the computers used for uploading and the doors and windows of the office where the computers are located to prevent people from entering. There are also surveillance cameras on the roof of the corridor.

　　Gao jubin’s wife Gao juhong: "At night, we still don’t feel at ease. The two of us are downstairs. Several of us took turns staring at it all night. Now I am afraid that even if there is a little hope, I want to have an explanation for my child, for fear that there are some loopholes and I am sorry for my child."

　　Interpretation of stored data was "automatic driving" at that time.

　　At two o’clock the next afternoon, the judge of Chaoyang court, the staff of the Judicial Appraisal Center of China National Aircraft Corporation and the original defendant came to this office again to check the return results. In response to the returned data results, Tesla engineers cooperated with the interpretation on the spot.

　　Gao jubin: "In the later period, at 2: 07 after repeated questioning, until the crash, what was the explanation of this letter? Finally, after repeated questioning, they told me that this was automatic driving, which finally proved that their son used automatic driving. There is also a data reading behind, and my son’s feet are still stepping on the brakes. I think it should be in the collision. When it is about to collide, it is estimated that the child found it, as if he wanted to brake with his feet. "

　　Gao Jubin told reporters that in April 2017, he had proposed to the court to adjust the amount of the claim from the original 10,000 yuan to 5 million yuan in response to Tesla’s prevarication and procrastination attitude in the previous litigation. At present, Gao Jubin’s lawsuit is still going on, and Tesla’s "automatic assisted driving" system is constantly updating and iterating.

　　Expert: There are five levels of autonomous driving technology.

　　According to Professor Yang Diange, director of the Department of Automotive Engineering in Tsinghua University, at present, the auto-driving technology of automobiles is mainly divided into five levels.

　　Yang Diange, Director of Automotive Engineering Department of Tsinghua University.: "The first-level and second-level autopilot can be regarded as a low-level autopilot, which is commonly known as the driver assistance system. At the third level, it is actually a man-machine co-driving, and at the fourth level, it is called conditional high-level autopilot. At the fifth level, it is completely unmanned."

　　According to Director Yang Diange, Tesla’s system should be at the level between the second and third levels.

　　Yang Diange, Director of Automotive Engineering Department of Tsinghua University.: "It should not be regarded as a very advanced automatic driving system. So from a technical point of view, it may be more appropriate to call it a driver assistance system. "

　　Car companies should have social responsibility to ensure safe use.

　　Director Yang Diange said that this requires automobile manufacturers to have a high sense of social responsibility.

　　Yang Diange, Director of Automotive Engineering Department of Tsinghua University."Automobile products are completely different from mobile phone products and computer products. It involves human life safety, and the requirements for its reliability are very high. Therefore, it is also very important to make great efforts, spend a lot of investment and do long-term tests in technology to ensure its safety, and at the same time let the people better understand, understand and use these technologies."

"I finally experienced the feeling of crying for others’ love when I was chasing the ancient Xianxia drama." "Two-way going and two-way paying between Lu Li and Liu Shao, when the love is deep, it is so sweet that it makes people go to the top, and it hurts people in minutes." "The rhythm flies, and the plot is all effective." "The special effects are beautiful, the score is magnificent, the martial arts movements are smooth, the actors have high values and the acting skills are online" … The beautiful romantic drama "Moon Song" produced by iQiyi, jointly produced by Yide Culture and Creativity, produced by iQiyi Artist Studio, directed by Kin-lun Lam and starring Vin and LULU is being broadcasted in iQiyi. The play is adapted from the original novel "Running to the Moon" by shu ke, the author of Jinjiang Literature City. It tells the story that Liu Shao, a young girl, changed her life’s fate for the joy of being with a mysterious person for three days. Since then, after suffering, they have experienced joys and sorrows together and guarded the whole life.

Starting with the emotional drama of "double hair with knives and sweets", Yuegexing constructs a Xianxia world in which Xianju, the human world and the demon world complement each other, shows the unique aesthetic style of Xianxia in the East, and depicts the spiritual core of chivalrous fairy bones and great love in the world. After the broadcast of the drama, the popularity index and topic degree have been rising all the way, and by the time of publication, the whole network has been searched for 777+, and topics such as "abuse of monthly songs" and "reversal of monthly songs" have become the focus of audience discussion. During the broadcast period, iQiyi’s broadcast heat broke 8000+, and many times it won the data platforms such as Cat’s Eye, Lighthouse, Guduo, Yunhe, V age and Blue Eagle to play the Sun Crown and Zhou Crown.

It is worth mentioning that, as the only Xianxia drama in the same period, Yuegexing was influenced by the World Cup’s eye-catching at the beginning of its broadcast, and did not occupy too many opportunities in the market. However, with the light and compact narrative, superb performances by actors, romantic and aesthetic visual effects and the ingenious polishing of the content quality by the producers, this Xian Xia drama with no head IP and no flow of stars successfully stood out in the drama market at the end of the year, winning praise from female audiences and expanding to a wider audience circle. It also proves from one side that the underlying logic of today’s drama industry has quietly changed: content production is going to be IP-oriented, traffic-oriented, and content is king. Innovative and high-quality "small but beautiful" dramas such as "Song of the Moon" will gain a broader market space.

From "spreading sugar" to "feeding blades"

Multi-line CP triggered a drama chase boom.

Emotional drama has always been the highlight of the theme of Xian Xia. The multi-line CP in Yue Ge Xing provides different love samples, among which the biggest attraction is undoubtedly the romantic love between the hero Lu Li and the heroine Liu Shao. The drama abandons the common love jogging routines of similar dramas, such as trying to figure out each other and pulling. At the beginning, it uses a hero to save the beauty and "fishing for the moon" to quickly make the hero and heroine collide with the spark of love in a straightforward way. At this stage, Lu Li and Liu Shao went through the tests of "spiritual fire test" and "taking the imperial grass" from mutual love to mutual love, and interacted with each other to make the audience find a long-lost novelty of eating sugar.

If the first few episodes were still tell it to the judge’s mode of growing up with Liu Shao, then with the sacrifice of Lu Li, Luo Ge mercilessly abused Liu Shao on the line, and the painting style of this drama changed suddenly, giving the audience a big "knife". In the new chapter of Xianju, Lu Li, who returned from the incarnation of Luoge, forgot the memory of Liu Shao. The former "little wolf dog" turned into an abstinence straight man, indifferent to Liu Shao’s "memory killing", and even took Liu Shao’s blood to make blood symbols. However, with the memories of past lives gradually awakened, he had a special feeling for Liu Shao, and the ambiguous push and pull of "knife and sugar" was staged between them, and the drama-chasing experience intertwined with sweetness and abuse made the audience want to stop.

In addition to the tangled love between the man and the woman, the emotional drama of the supporting role in the play is also worth savoring. After entering the Xianju chapter, the emotional lines between the "little princess" Luo Ning, who is in opposition, and the demon teenager A Fujun, Shang Yurong and the elder sister Zhuo Qiuxian gradually became clear, and various modes CP met the needs of different audiences for sugar. Luoge’s sister Luoning is pure and kind, while Afujun is black and ambitious. Their feelings are like a seesaw, which satisfies the audience’s expectation of sadomasochism. Shang Yurong and the elder sister Zhuo Qiuxian are a dandy and a cool one, but they love each other but can’t say it. A pair with a sense of contrast attracts the audience’s attention.

For a long time, "Love in Ancient Costume" has been the hardest hit by the routinization of the plot, while "Moon Songs" has successfully attracted the attention of the audience with various "anti-routinization" people and plots. For example, in recent years, Xianxia dramas generally set the main plot in the fairy world, while in "Moon Songs", the male and female hosts met each other in the world, and then gradually came into contact with the fairy family, and changed their identities and fought side by side in the process of clarifying their own responsibilities and missions. The story setting and the growth trajectory of the characters in the transition from the human world to Xianju and Yaojing are more human than other Xianxia dramas, which is more in line with the audience’s cognition of "upgrading and fighting monsters".

The compact plot is also a highlight of "Yue Ge Xing" which is different from other Xianxia dramas. Some viewers even shouted, "The original Xianxia drama can be played without double speed." For example, Liu Shao’s family met with great difficulties, met a male master, and went away to learn art. The plot was explained clearly in only one episode, but in only half an episode, Liu Shao learned the unique skill of "streamer chop". In addition to the handling of these details, the emotional progression of the hero and heroine is also advancing rapidly. From the sweetness of acquaintance and love to the subsequent abuse, the audience can gain rich emotional experiences and see the growth and destiny of the characters in several episodes.

At the same time, in the handling of the plot structure, Yue Ge Xing has also achieved "anti-routine", and many characters have their own points of view, but they have not deviated from the main plot. For example, in the process from mortal to immortal, Lu Li not only shows the process of knowing, knowing and falling in love with the hostess, but also depicts the wonderful plots such as recognizing the teacher and sister, cutting off the robe, arguing with the master, breaking up, etc. The structure of the main line and the sub-line is complete, coordinated and distinct, giving the audience a viewing experience of brushing copies while doing the main line task. In the film and television drama market of anti-water injection and anti-routine, this experiment of "Yue Ge Xing" is undoubtedly successful.

Characters are the core of a drama series. The reason why the play can quickly break the circle is also due to people’s "standing". Many characters in the play are very plump and have growth curves. For the first time, Vin challenged one person to decorate the four corners, namely, a demon hunter with a mysterious life story, a fairy song, a god in the moonlight and a mysterious man. Lively, intelligent, chivalrous and detached, contrary to Luo Ge’s calm, tranquil and immortal character, the huge characters have also made many viewers "into the pit". Liu Shao, played by LULU, is witty and clever. She is a woman who dares to love and hate and never gives in to her fate. She has experienced the growth process of human and fairy residence, with the self-consciousness of modern women, which makes the characters more arc-light. Luo Ning, played by Keiko Zheng He, is simple and lively and lovely, but she can stay awake in the face of right and wrong. Ah Fu Jun, played by Riley, is a general who sends a message to the aquarium. He is both good and evil. Although his personality is a little extreme, he has great love for his people. In addition, the role images such as the graceful gentleman-like Hao Na and the infatuated Bai Feng are very distinct.

The visual effect of oriental aesthetics is shocking.

Polishing high-quality content with craftsman spirit

The exquisite service and visual effects of Yue Ge Xing are also well received by the audience. Mysterious and dreamy demon world, bustling human world, misty fairyland … "Song of the Moon" creates a strong visual impact with unique oriental aesthetics, and promotes the spirit of Chinese aesthetics.

In terms of visual presentation, the drama combines real-life art with special effects to form a romantic, aesthetic and dreamy Xianxia style. In the play, a large number of rich colors such as light pink, lavender and sky blue are used to create the romantic atmosphere of Xianju, and with the change of shades and bright starlight, the beauty of Xianxia drama is fully displayed. In terms of architecture, the drama abandons the western elements such as nebula and constellation, which are commonly used in Xianxia drama in the past, and adopts the concept of simplicity and Zen, placing Xianju Zhong Hua Palace between mountains and rivers, which is more in line with the traditional concept of China people relying on mountains and rivers. In addition, the scenes such as the Four Seasons Monument and the Temple of Heaven are extremely implicit in oriental culture. In the play, imaginative images such as "Di Cao", "Three-legged Sunflower", "Lingzhi Collection", "Dancing Tree", "Bone Erosion" and "Four Seasons Monument" also brought a strong sense of wonder to the audience.

The service way of Yue Ge Xing follows the aesthetic line of national style. The main characters’ clothing accessories in the play are mainly designed with simple lines, and the simple and elegant design and the flying clothes complement each other with the fairy spirit of the characters. The dress of the characters will also change when they are in different worlds and identities. For example, the king of the demon world, Gui, is fierce and sinister, and she is quite shrewd. Her black dress represents darkness. In contrast, the semi-demon Lu Sheng is a good and evil character. Although he is also dressed in black, he is less evil and more heroic.

There are many finishing touches in the play that highlight the oriental aesthetics, such as the unique gesture of paying homage to the immortals in Xianju, which is a tribute to the traditional oriental etiquette; The flute, piano and other musical instruments that appeared in the play also created a rich classical atmosphere. Some viewers commented, "The artistic style of" Song of the Moon "has opened up a brand-new imagination space for the creation of Xian Xia drama, and provided the audience with a shocking viewing experience. The beauty is like a dream and it is a real visual enjoyment."

Song of the Moon also returned to the "righteousness" of the traditional Xianxia drama. The play not only depicts the touching "little love" of men and women, but also shows the "great love" of their home country. The hero and heroine have great righteousness and shoulder the burden of the world. They not only protect their loved ones, but also have compassion and care for the people.

With a knife and sugar, a lot of twists and turns, and aesthetic online, the threshold for watching drama is low, so it is deeply loved by female users in the sinking market of the third and fourth lines, and reaches a wider range of female groups horizontally. Cat’s eye data shows that the effective broadcast market share of the drama is 9.3%, the audience is 90% female audience aged 18-30, and the total public opinion is 390.8, which has a considerable sinking market share. In addition, the play has an eye-catching performance on short video platforms such as Tik Tok and social platforms such as Little Red Book.

With its gripping story, excellent production and unique cultural charm of China, Yue Ge Xing has been distributed to Korean, Vietnamese, Cambodian and other countries, and is deeply loved by overseas audiences. As a masterpiece of Xian Xia of the year, the drama polished high-quality content with the spirit of craftsman, and gained good market feedback, which once again demonstrated the creative purpose of "content is king" and brought positive enlightenment to the film and television drama industry.

Photo: Official micro-drama series

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