Eco-linkage to understand the car emperor’s "online new store" to help seize the growth opportunities.

  With the deepening of live broadcast in recent years, online automobile marketing has gradually entered the "live broadcast era". As a powerful promoter of this wave, Knowing Car Emperor has become a popular platform for auto dealers to start "live broadcast selling cars". Driven by the new online business model, how to grasp the online development opportunities and achieve the growth target in the fierce competition environment is a common topic faced by automobile brands and dealers.

  On September 23rd, the first stop of the series of activities "2021 Gravity Summit of Dealers Who Know Car Emperor" with the theme of "Building a New Store by Emperor" was held in Shanghai. The activities brought a number of industry head experts and business line leaders who know car emperor together to explore ways to break the current growth of automobile marketing online.

  01

  Market transformation intensifies digital marketing into a way to break the situation

  According to the data forecast from Otis Research, the retail volume of passenger car terminals in 2021 is estimated to be 21.6 million, which is roughly the same as the sales volume in 2020, which is somewhat different from the general optimistic expectation of the industry at the beginning of the year.

Lang Xuehong, Deputy Secretary General of china automobile dealers association

  According to Lang Xuehong, Deputy Secretary-General of china automobile dealers association, the structural shortage caused by chip shortage has a certain impact on the automobile market, but the more important and deeper reason is the insufficient support of consumption kinetic energy. Lang Xuehong suggested that under the background of the rapid growth of sales and ownership of new energy vehicles, car dealers need to change their thinking and rely on digital means to change from "people looking for cars" to "looking for someone" actively. At the same time, make good use of vertical platforms, expand online marketing channels, build digital capabilities of enterprises, and strengthen online customer collection and transformation capabilities.

Wang Sai, Digital Marketing Strategy Transformator

  Wang Sai, a strategic transformer of digital marketing, believes that subtle changes have taken place in the user’s car purchase link, which has promoted the continuous increase in the proportion of online marketing of dealers. "Seeing (understanding), searching (attracting), entering (asking), comparing (competing for comparison), entering (entering the store), purchasing (purchasing for the first time), linking (private domain connection) and expanding (active sharing)" are brand-new. "The industry needs cognitive expansion, and car companies and dealers need to start from the details, grasp the marketing actions of each step, and build new communication capabilities represented by short videos and live broadcasts, new pioneering capabilities represented by cross-border connections and smart recommendations, and new brand capabilities represented by customer portraits." Wang Sai said.

  02

  Product service upgrade, selling cars and proofing "new store"

  As of July, there are more than 23,000 4S stores that know how to sell cars and connect cars, ranking first in the industry at this stage. The effective rate of clues is as high as 52%, which is at the leading level in the industry. The car purchase rate of potential customers obtained from a large sample survey is over 47%, and the conversion efficiency is really visible. In the 2021 online sales clue market, the clue of knowing the car emperor accounted for more than 31% in the same period, which provided a strong guarantee for the growth of online marketing for dealers.

Cui Qiao, head of commercial products of commercial dealers who know Chedi.

  "The so-called’ new store’ is essentially an extension and expansion of the traditional sales scene. On the one hand, through digital marketing means such as live broadcast, more customer acquisition scenarios are provided for dealers. On the other hand, through the binding of live broadcast and e-commerce, the extension of customer acquisition to transaction scenarios is completed. " Cui Qiao, the person in charge of commercial products of Chedi commercial dealers, said.

  It is understood that in order to better provide high-quality services for dealer partners, in 2022, the car-selling car link will be fully upgraded: the strategic end relies on the three cores of "increasing to the supply side, increasing to the new track, and increasing efficiency to the business side", and the "new infrastructure" of dealer marketing will be built with the "1+6" advanced matrix. The product end will open up the whole line of car-selling and Tik Tok live broadcast, deeply integrating the ecology and capabilities of live broadcast+e-commerce. Utilize functions and services such as "ecological access, dual broadcast on one machine (which can be broadcast live on both sides of Tik Tok and Zhiche Di at the same time), 0-threshold e-commerce, asset precipitation of merchant’s B-side account system, full-link conversion diagnosis, and terminal after-sales income increase" to help dealers fully develop increments and create new business possibilities.

2022 understand the car and sell the car in an all-round way.

  At the meeting, Wang Lingyun, the operation manager of Lantu Automobile Shanghai Ruihong Road Branch, shared the experience of emerging brands on how to use live broadcast to create new online stores and win transformation. According to her introduction, at the beginning of the launch, Lantu faced the embarrassment that "the wine is also afraid of the deep alley". Adhering to the attitude of "making friends with users by live broadcast", the brand chooses to cooperate with the platform of knowing the car emperor, and through live broadcast at least four times a week, the transaction will be generated within one month after the launch.

  03

  Gain insight into the link value and seize the growth opportunity.

  While continuously expanding the opening of the "production end" of clues, and bringing more gains to dealers with massive real and effective clues, Knowing Car Emperor also relies on digital and intelligent means to improve the conversion efficiency of key nodes such as clue follow-up and invitation, and help dealers to improve the efficiency of the back link.

Feng Wei, the person in charge of knowing the clue operation of Chedi.

  Feng Wei, the person in charge of knowing the clue operation of Chedi, pointed out: "In the post-link stage, there is only a single step between consumers and distributors. The essential goal of post-link marketing is to interrupt the whole purchase process from information acquisition to transaction transformation as little as possible and help distributors’ leap the last mile of the transaction."

  Based on the strategy of improving link efficiency, Zhiche Di put forward a set of mature methodology and operation system: improve the efficiency of clue circulation through comprehensive diagnosis of link problems; After the feedback of link data, the full link conversion behavior can be better restored. Through the effective attribution of the model, the data-driven optimization of the previous delivery model can improve the conversion efficiency of users at all stages of the entire online car purchase life cycle, and help dealers achieve real transformation by outputting targeted optimization solutions and other services.

  From content to service, Knowing Car Emperor always takes the development trend of the industry as the basis, and takes the actual needs of users and dealer partners as the guide, and constantly digs deep into the value of the platform, releasing innovative research results outward, so as to better promote the positive evolution of the industry. Gravitation Summit will continue to serve as an important window for deep communication between the platform and dealer partners, and undertake the original intention of both parties to explore industry trends and seek common long-term growth.

  It is understood that this year’s dealer gravity summit will continue to land in Changchun, Beijing, Chengdu, Jinan, Haikou and other cities, and discuss with local dealers the new possibilities of online growth of automobile marketing.

Cole and the Development of Sino-German Relations

Former German Chancellor helmut kohl (1930-2017). Oriental IC data map

On June 16, 2017, former German Chancellor Helmut Kohl passed away at the age of 87. Cole was born into a Catholic family in ludwigshafen, Germany on April 3, 1930. From 1982 to 1998, he served as the Prime Minister of the Federal Republic of Germany and the unified Germany, witnessing the unification of the two Germans.

Cole visited China four times during his tenure as Prime Minister, which made positive contributions to the development of Sino-German relations. He was called "an active promoter of Sino-German relations and an old friend of the German people" by German leaders. In fact, as early as 1974, before China’s reform and opening up, Kohl visited China and became one of the earliest politicians in the Federal Republic of Germany to visit China. This paper focuses on reviewing Kohl’s outstanding contribution to the development of Sino-German relations, so as to cherish the memory of this great politician.

First, Cole’s first trip to China

In 1972, China established diplomatic relations with the Federal Republic of Germany, but for a long time after that, the ruling Social Democratic Party (SPD) government still regarded the Soviet Union as the focus in its New Oriental policy, unwilling to offend the Soviet Union by developing diplomatic relations with China. Therefore, the Federal German government’s political contacts with China are very cold. "Doing (economic) business with Beijing and talking about detente with Moscow" has become an important feature of the Federal German government’s policy towards China and the Soviet Union, two eastern powers.

In contrast, Cole’s Christian Democratic Union (CDU) not only played an important role in the process of establishing diplomatic relations between China and the Federal Republic of Germany, but also became the main political force of the Federal Republic of Germany to promote the development of bilateral relations between the two countries after the establishment of diplomatic relations. In 1971, the visit of CDU party member and former Federal German Foreign Minister Gerhard Schr?der (1910-1989) to China became a prelude to the establishment of diplomatic relations between the two countries. Franz Josef Strauss (1915-1988), the leader of Christian Social Union (CSU), the sister party of CDU in the Bundestag, also visited China many times and held talks with Mao Zedong.

Before Cole’s first visit to China in September, 1974, Willy Brandt (1913-1992) had resigned as prime minister, and the Social Democratic Party began to make adjustments to its China policy. The CDU still held the initiative in its China policy. Cole, who has become the chairman of the CDU and the governor of rheinland-pfalz, held talks with Deng Xiaoping, then the deputy prime minister of the State Council, and established a personal friendly relationship with Deng Xiaoping. This visit to China has deepened his understanding of China, and he thinks: "As a potential superpower, China plays a decisive role in international politics. China’s support for Western European Union and German reunification is very important. "

Second, promote the development of Sino-German relations in the 1980s

In 1982, the Social Democratic Party government, which had been in power for more than ten years, went out of office, and the CDU regained the position of Chancellor of the Federal Republic of Germany. Chancellor of the Federal Republic of Germany also changed from Helmut Schmidt (1918-2015) to Kohl. The relationship between China and the Federal Republic of Germany has ushered in a more rapid development.

In October 1984, Cole visited China for the first time as Prime Minister. According to the Germans at this time, a "revolution" is taking place in China, and Deng Xiaoping is regarded as the leader of this revolution. The Federal German reporter who visited China with Cole at the same time believed that the Chinese side showed a brand-new external appearance in the reception process, "from exporting revolutionary ideology to praising the market economy". During his current visit to China, Cole’s conversation with Deng Xiaoping, who is leading China’s reform and opening up, is also more relaxed than it was 10 years ago. The two sides not only talked about state affairs, but also had a relaxed exchange on issues such as height and longevity. In order to show respect for this guest and attach importance to the technology of the Federal Republic of Germany, Deng Xiaoping even said modestly to Cole that it will take China another 50 years to catch up with the economic level of the Federal Republic of Germany.

Cole told the Bundestag after returning home that China and the Federal Republic of Germany have a lot in common on issues such as safeguarding world peace, European union and dealing with national division. In a government statement on October 18th, 1984, he emphasized China’s important position in world politics as the world’s most populous country, a nuclear power and a permanent member of the UN Security Council, and pointed out that "China’s opening to the world and its modernization process will not be reversed".

Cole’s trip has also greatly promoted the economic, trade and cultural exchanges between the two countries. More than 20 people from the industrial and commercial circles of the Federal Republic of Germany came to China to discuss with the Chinese side such issues as nuclear power plants, television satellites and Sino-German joint-venture automobile enterprises. During his current visit to China, Cole personally witnessed the signing ceremony of Shanghai Volkswagen Co., Ltd., a joint venture between the two countries and one of the models of Sino-foreign joint ventures. Tongji University, also located in Shanghai, has a long history with Germany and was once the focus of Germany’s cultural policy toward China. During Cole’s first visit to China, he visited Tongji University on October 13th, which was the first visit to Tongji University by the Federal Chancellor after the founding of New China. During his visit to Tongji University, Cole pointed out that he hoped Tongji University students would become a bridge between the two countries. By 1987, the number of China students studying and studying in the Federal Republic of Germany had reached 2,150, which was the largest among China students in western European countries.

The closer relationship between China and the Federal Republic of Germany indirectly urges the Democratic Republic of Germany, another country of the German nation, to accelerate the normalization of relations with China. Since 1960, the relationship between China and the GDR once deteriorated to the brink of breaking off diplomatic relations. After 1976, the GDR observed the political and economic situation in China for a long time, and became the first country in the Soviet-East camp to normalize relations with China before the Soviet Union. It regards China not only as a force that can be used in diplomacy and international politics, but also as an economic partner with great potential. Cole’s visit to China put great pressure on the top political leaders of GDR. Erich Honecker (1912-1994), the leader of the GDR, pointed out that the cooperation between China and the Federal Republic of Germany and other western countries "will only benefit the reactionary forces of international imperialism" and lead to "Beijing’s hostility to socialist countries", and the GDR urgently needs to normalize relations with China.        

Against this background, in October 1986, two years after Cole’s visit to China, honecker, the first figure in the GDR, finally successfully completed his planned visit to China for many years. The normalization of the relationship between China and the GDR means that the relationship between China and the two Germans has begun to emerge from the shadow of the Cold War.

When Cole came to China again as Prime Minister in July 1987, he was called "an old friend of the people of China" by China leaders at that time. In fact, before his visit to China, both the political and economic circles of the Federal Republic of Germany were uncertain about the domestic situation and future development of China at that time. When meeting with Cole, Deng Xiaoping, then director of the Central Committee of the Communist Party of China Advisory Committee, said that China’s reform and opening-up process will continue, and there are no contradictions and disputes between China and the Federal Republic of Germany. Therefore, long-term cooperation between the two countries is entirely possible. Cole said, "China’s great development can be seen everywhere", "China is constantly fighting against backwardness and complacency with vigorous energy".

At this time, the economic and trade relations between the two countries continued to develop rapidly, and the trade volume between the two sides reached 8.9 billion marks. The Federal Republic of Germany has become the fourth largest trading partner of China after Hong Kong, China, Japan and the United States. However, due to the lack of foreign exchange and huge trade deficit in China at that time, the export of the Federal Republic of Germany to China was greatly restricted, making it difficult to further expand and many large-scale projects were difficult to carry out. To this end, the Federal Republic of Germany has increased its efforts to provide government loans to China in order to promote the growth of exports to China. A representative project is the Metro Line 1 built for Shanghai by the Federal Government of Germany. On the condition of government loans, the Federal Republic of Germany also exported its trains and electric equipment to China.

Cole’s trip is also trying to solve the problem that the Federal Republic of Germany has less investment in China. At that time, among the 3,000 Sino-foreign joint ventures in China, there were only 19 joint ventures between China and the Federal Republic of Germany. During this trip, Kohl reached an agreement with Chinese leaders that the two sides will set up a special expert group to discuss the investment of Federal German enterprises in China every year.

Thanks to the joint efforts of senior leaders of both sides, throughout the 1980s, China and the Federal Republic of Germany exchanged more than 20 visits of officials at the level of deputy minister or above each year. During these mutual visits, the issue of economic and trade cooperation has become the central topic of both sides. Trade between the two countries also increased rapidly from $3.141 billion in 1985 to $4.918 billion in 1988. The advanced scientific and technological experience, products and strong financial strength of the Federal Republic of Germany have greatly helped China’s reform and opening up.

Third, respond to the crisis of Sino-German relations

Cole’s other great contribution to Sino-German relations was to maintain bilateral relations in the crisis of 1989, so that they did not fall into further deterioration.

In 1989, the international situation was in a period of intense turmoil and transition, and both China and the Federal Republic of Germany were faced with great challenges. The collapse of socialism in the Democratic Republic of Germany and the wave of reunification of the two Germans have made the (federal) German society more tough on the ideological issue of China, which is also a socialist country. After the political turmoil in China in June 1989, the Bundestag immediately announced sanctions against China. These sanctions mainly include suspending high-level political exchanges, re-examining cooperation projects between the two countries, no longer providing loans and stopping development assistance to China. The deterioration of bilateral political relations between the two countries has directly led to a sharp decline in trade, scientific and cultural exchanges between the two countries. The relationship between China and the Federal Republic of Germany is in the biggest crisis since the establishment of diplomatic relations.

The economic circles of the Federal Republic of Germany expressed their worries and dissatisfaction with the economic sanctions against China. As Heinrich Weiss, who was the chairman of the China Working Group of the Asia-Pacific Committee of the (Federal) German economic circles from 1982 to 1997, said, the punitive measures taken by the government for too long at that time not only caused short-term trade losses, but also damaged the priority position of the Federal Republic of Germany in trade with China. However, despite domestic sanctions, Federal German enterprises continue to develop relations with China. Volkswagen announced in July 1989 that it would expand the production of Shanghai Volkswagen. At the end of November 1990, Volkswagen and Changchun FAW agreed to establish a joint venture to produce Audi cars.

We now know that it was the Parliament of the Federal Republic of Germany and the Social Democratic Party that actively encouraged sanctions against China at that time. In contrast, the Federal Government of Germany led by Cole tried to maintain the relations between the two countries in a difficult situation. Regarding the domestic situation in China, the basic judgment of the Federal German government is that "it is in China’s actual interests to continue reform and opening up, while the continued tough sanctions imposed on China by the outside world are not conducive to this development". Therefore, "the existing development assistance projects guaranteed by contracts should continue". A document issued by the Federal Ministry of Foreign Affairs of Germany on June 9, 1989 not only holds that the government should resist sanctions such as stopping development assistance and recalling its ambassador to China, but also points out that "we can only influence China if we maintain relations with it" and that "continuing to isolate China will destroy the international balance of power, which is not in our interest".

On August 15th, the document of the Foreign Ministry of the Federal Republic of Germany pointed out that the continued sanctions imposed by the Federal Republic of Germany and the West on China may bring China and the Soviet Union closer together politically and economically, thus changing the balance of international political power, which is unfavorable to the Federal Republic of Germany. The goal of the Federal Republic of Germany’s China policy is to prevent China from falling into international isolation and readjusting the policy of reform and opening up. Therefore, "the Federal Republic of Germany will resume high-level exchanges with China step by step".

In practice, the Federal German government not only rejected the Social Democratic Party’s request to temporarily close the Goethe Institute in Beijing (established in 1988) and stop scientific and technological cooperation with China, thus maintaining the cultural relations between the two countries, but also tried to maintain the cooperation projects between the two countries, including the Shanghai subway aided by the Federal Republic of Germany. In late May 1991, before the Bundestag officially lifted the sanctions against China, the unified German Foreign Ministry resumed political consultations with China. The State Secretary of the German Ministry of Economy and the Minister of Economy also visited China successively. During this period, most of the high-ranking German politicians who visited China came from the German government or members of the Union Party in the parliament (such as Hans Klein, deputy speaker of the Bundestag who visited China at the end of January 1992).

We now know that all measures aimed at maintaining China’s relations with the Federal Republic of Germany at that time and normalizing relations with China were "jointly carried out by the (Federal) German government and its Foreign Ministry". Cole, as the then prime minister of the government, undoubtedly played a key role in maintaining the relations between the two countries during the crisis in 1989, which eventually prompted the Bundestag to cancel the economic cooperation and export restrictions to China and provide development assistance to China again. At the end of October 1992, German Foreign Minister kinkel (1936-) visited China, which normalized Sino-German relations.

IV. Visit to China under the New Asia Policy Background

In October 1990, Germany was reunified. For reunified Germany, the Asia-Pacific region is an attractive but underinvested region. The temporary difficulties in German economy after reunification and the new situation in German diplomacy after reunification make it urgent for Germany to strengthen cooperation with China. It coincides with the 14th National Congress of the Communist Party of China held in October 1992, and the goal of economic reform is to establish a socialist market economic system. The 14th National Congress pointed out that whether China can accelerate its economic development is not only a major economic issue, but also a major political issue. In this case, China urgently needs investment from Germany and the resumption of Sino-German trade.

Compared with the United States, Germany’s economic and trade activities in the Asia-Pacific region are obviously insufficient. Winston Lord (1937-), then Assistant Secretary of State of the United States, once said: "No other region in the world is more important to the United States today than the Asia-Pacific." More than 20% of American foreign investment is in Asia. However, Germany’s investment in Asian countries is less than 5% of its total foreign investment.

In February and March of 1993, Cole visited India, Singapore, Indonesia, Japan and South Korea. This visit made him deeply shocked by the vigorous development of Asian economy. Immediately after his return to China, he said that Asian affairs were the "priority" for Germany. During the talks with cabinet ministers, Kohl put forward a plan for Germany’s new Asian policy, which was approved at the cabinet meeting at the end of September. This document points out that Germany needs a "more active Asian policy", which will "guarantee Germany’s future".

Cole believes that Asia will become the most important continent in the 21st century. Strengthening economic ties with the fastest growing regions in the world is the central point of Germany’s Asian policy. In foreign affairs and foreign economic activities, Germany gives priority to Asia and Asia-Pacific countries, but no country in Asia is experiencing rapid economic development like China. He regards China as a country with global significance, and strengthening economic and trade exchanges with China is one of the focuses of this new Asian policy.

Cole’s visit to China in November 1993 was launched under this background. This is also the first time that German top leaders have visited China since reunification. Cole not only talked with the new leadership of China, but also successfully signed an economic cooperation contract of $2.927 billion. Through this visit to China, the relationship between Germany and China has accelerated.

By the time he visited China for the last time as German Chancellor in November, 1995, Sino-German relations, especially bilateral economic and trade relations, had grown. According to statistics, in 1997, Sino-German trade volume reached US$ 12.67 billion, accounting for one third of China-EU trade at that time. In 1996, a total of 963 German enterprises invested in China, with investment agreements amounting to more than US$ 8 billion, distributed in 1,886 projects. By 1998, China had imported 2,951 technology contracts from Germany, amounting to US$ 14.46 billion, second only to China’s technology imports from the United States. By the turn of the century, Germany has become the European country with the largest technology transfer to China.

Fifth, the aftertaste of Cole’s China policy

As a CDU politician, Cole has always viewed the relationship between the two countries from the realistic perspective of international balance of power since his first visit to China.. He has long regarded China as an important force that Germany can rely on on on the world stage, believed in the important role of China’s reform and opening up to Germany and the world, and tried to promote the development of bilateral relations by developing economic and trade relations.Most of Cole’s many visits to China during his tenure as Prime Minister also focused on economic and trade themes. This became an important tradition of Germany’s China policy, which was inherited by the later German political leaders..

Judging from the tradition of German foreign policy, Kohl’s insistence on maintaining and developing contacts with Chinese high-level officials in the crisis of relations between China and (the Federal Republic of) Germany is actually the embodiment of Germany’s strategy of "promoting evolution through proximity" to countries in the Soviet Union and East Europe. Of course, the result of foreign policy is often more complicated than the designer of the policy thinks. The relationship between the two countries that emerged from the crisis has gradually developed and expanded in recent years. The deepening and further development of economic and trade exchanges between the two countries has promoted the further development and consolidation of bilateral relations in humanities, science and technology, society and especially important political and diplomatic fields. In 2014, the Sino-German Cooperation Action Program jointly issued by the Chinese and German governments pointed out that "Sino-German economic and trade relations are the core component of bilateral relations".

At present, Germany is China’s largest trading partner in the EU, and China has become Germany’s largest trading partner in the world (in 2016). On the basis of strengthening economic and trade exchanges, China and Germany have gradually established close interdependence. The exchanges between the two countries not only enabled the Federal Republic of Germany to "further enter the stage of world politics", but also provided a model for cooperation between countries with different systems.

Black technology, a small test of fuel consumption of Toyota dual-engine commuting

Black technology, a small test of fuel consumption of Toyota dual-engine commuting

  The Ralink and Corolla engines, which were listed at the end of October last year, are still in short supply until this year. The heat of a car can last for nearly one year, which can be said to be rare in the domestic automobile market. It is not only the "queuing to pick up the car" in the 4S shop, but also many questions about these two cars and even Toyota’s hybrid technology in the private letter of @ Auto Black Technology. A few days ago, I was lucky enough to borrow a Ralink twin-engine, known as the "150,000 fuel-efficient king". This time, I can finally see how to save fuel!

Black technology, a small test of fuel consumption of Toyota dual-engine commuting

  Before writing the technical principle, let’s actually see if the fuel consumption of Toyota’s twin engines can really be as low as the official 4.2L per 100 kilometers. As we all know, the fuel consumption of the Ministry of Industry and Information Technology is actually a cover. Someone asked me how high the real fuel consumption of a car is. I generally suggested adding 30% to the fuel consumption of the Ministry of Industry and Information Technology to be more reliable data. Did Leiling Shuangqing follow this routine?

Black technology, a small test of fuel consumption of Toyota dual-engine commuting
Black technology, a small test of fuel consumption of Toyota dual-engine commuting

  Summary:

  A small regret of this test is that I didn’t have time to fill up the car again in the end and calculate the comprehensive fuel consumption. Because considering the test drive in these two days, quite a few working conditions of the car are extremely extreme, such as stepping on the floor oil for 10 times in a row on an open road to experience acceleration and stopping at idle speed for a long time, etc., the comprehensive fuel consumption calculated in this way is of little reference significance. After two days’ test drive, I ran 150km in various road conditions and driving modes, and finally the indicator of the fuel gauge dropped by half, which is just over 1/8, so the comprehensive fuel consumption of these two days is between 4.1 and 4.4L..

  Regarding the fuel consumption of the twin engines, many netizens on the forum are arguing. Many car owners are calculating their fuel consumption and how much money is left all day. In fact, I don’t think it is necessary, because this car is really fuel-efficient! Somebody else’s car with a displacement of 2.0L often uses 9 or 10 petrol, and the better one is 8. No matter how hard you play, your hybrid twin-engine can’t reach 6, and even if the conditions are good, it can reach less than 4, without considering the charging problem. It’s really unnecessary to calculate the fuel consumption all day!

  In terms of technical principles, I can write a book when I spread it out. I will try my best to make it clear in the most straightforward way with the questions that everyone is more focused on.

  Q: Why is Toyota Twin Engine so fuel efficient?

  A: in a word, it isIf the engine can not be started, it should not be started. Even if it is started, it should try to operate in the most efficient load range.

Black technology, a small test of fuel consumption of Toyota dual-engine commuting

  First of all, the 1.8L Atkinson engine, code-named 8ZR-FXE, which is equipped with Ralink Twin Engine, has reached 38% of its own thermal efficiency, which is beyond the reach of most manufacturers. Although the maximum power of the engine is 73kW and the maximum torque is only 142Nm, it is definitely not enough for the hybrid car to only look at the engine parameters. The special adjustment has brought the engine a wide and efficient operating range. Simply put, it is a high fuel efficiency engine that is "specialized" for hybrid power.

Black technology, a small test of fuel consumption of Toyota dual-engine commuting

  Secondly,Look for every opportunity to recharge the battery.. As soon as the engine is started, it will immediately charge the battery (and drive the vehicle at the same time), and the energy recovery after loosening the throttle can also convert the mechanical energy of the car into the electric energy of the battery. Although the battery capacity of Toyota Twin Engine is only 6.5Ah, you will find that the power seems to be never used up. Even if the battery is running out, the efficient Atkinson engine will start to charge the battery.

  Q: Why does it drive so smoothly?

  A: This involves the core of dual-engine technology-E-CVT power distributor and PCU power control unit.

Black technology, a small test of fuel consumption of Toyota dual-engine commuting

  The core mechanism of power distribution of Shuangqing is a planetary gear set, which is very clever in idea and brain-burning in principle … In the power distributor, the outermost ring gear of the planetary gear set is connected with the motor, which is directly responsible for driving the vehicle, while the engine is connected with the planetary gear, and a motor is connected with the central sun gear.

  Putting aside the complicated power distribution and just talking about ride comfort, because the gears in the planetary gear set are in a state of constant meshing, whether it is motor drive, engine drive or two power sources driving the vehicle together, it does not involve the combination of teeth. Even if you start to accelerate at full throttle and the engine starts to intervene, the planetary gears start to revolve. At this time, because the planetary gears are in constant meshing, it will not bring any sense of frustration. This is why Toyota’s twin-engine models can achieve the same ride comfort experience as CVT models.

  As we mentioned earlier, the engine will be forced to start at 50km/h when the Ralink dual engine is running, because the reverse speed of sun gear motor has reached the limit at this time, and the engine must be started to reduce the reverse speed of sun gear motor, so that the vehicle speed can continue to increase. The following is the video of the engine starting in pure electric mode after the car slowly accelerates from standstill to 50km/h:

  Q: Why can Corolla/Ralink engines be sold so cheaply?

  A: To tell the truth, this problem is not limited to the technical level. The low price range of 139,800-159,800 yuan can be sold by Leiling Shuangqing. First of all, it is the localization of hybrid hardware.

Black technology, a small test of fuel consumption of Toyota dual-engine commuting

  As far as you can see, this iron knot is the core of THS-II, which has been designed, developed and gradually improved by Toyota engineers for more than ten years. It includes a motor, a charging motor and planetary gear sets.

  In order to make the guide price of Corolla/Ralink engine as grounded as possible, the localization rate of this iron pimple has reached more than 90%. What concept can I tell you that only three things in this picture are imported from Japan:The charging coil, driving motor coil and planetary gear set, and the rest of the shell, shaft/bearing and actuator are all made by domestic suppliers.Of course, we are looking for parts suppliers that meet Toyota’s manufacturing standards, and Toyota sent its own engineers to follow up the development in the early stage of research and development. In addition, hardware such as battery pack, PCU and BMS are almost 100% made in China.

  Q: Is this dual-engine technology at ease?

Black technology, a small test of fuel consumption of Toyota dual-engine commuting

  A: I feel that the technology is complicated and I am not at ease? In fact, since the first generation Prius, the cumulative sales of Toyota’s hybrid technology models have exceeded 8 million units in the world, and Toyota’s hybrid models have been running all over the world. For more than ten years, Toyota’s hybrid has never made any mistakes in core components. If you are not at ease, take the Corolla Twin Engine as an example. At the beginning of listing, in order to let consumers try hybrid technology, manufacturers even decided that cars booked before 2016 can enjoy a five-year and 140,000-kilometer vehicle warranty. In terms of battery packs that consumers are particularly concerned about, at present, Toyota’s two dual-engine models in China can enjoy the warranty of 8 years and 200,000 kilometers. It is likely that you will drive to the day of changing cars, only to find that the battery warranty has not passed …

  Q: why can’t I buy it?

  A: It’s normal that you can’t buy it, because of the limitation of production capacity … Now Toyota’s twin engines are still in a relatively hot state, and the 4S shop is basically out of stock. If you come to one, you will take one away. In some places, before the two cars went on the market, orders were already scheduled for the beginning of this year. At present, the production capacity of the core components of Shuangqing in Changshu is about 20,000/year (still climbing), so it is understandable that the demand in various places is in short supply. Of course, this also depends on the region, and it does not rule out that there are sufficient car sources in some places.

  Q: What are the shortcomings of the dual-engine technology in experience?

  A: Yes, the main reason is that the excitation sound of the motor is not so good when it is accelerating rapidly, and the sound of the engine at high speed is not so good. However, excitation sound, a phenomenon that almost all hybrid vehicles can’t completely avoid, can only be seen by who does better sound insulation. In addition, as to whether the jitter at the moment when the engine starts will be the same as the start and stop of an ordinary car, my experience is that you can feel it when the engine starts at rest, but you can’t feel it when you are driving, unless you stare at the energy monitor on the dashboard.

Black technology, a small test of fuel consumption of Toyota dual-engine commuting

  In the past two months in Beijing, there have been more and more Corolla/Ralink dual engines on the road, which shows that even though the dual engines cannot be included in Beijing’s new energy list due to wonderful policy reasons, a considerable number of consumers who have worked hard to shake down the number have chosen the dual engines.

  At the beginning of the listing of Corolla/Lei Ling, I once contacted someone from Toyota China Marketing Department and asked him how he could make money with such a low guide price. The other party said that in fact, Toyota introduced hybrid technology into China and now it doesn’t want to make money at all. Later, I understood that as the first person to eat crabs, there are some things that must be paid. If the Corolla/Ralink twin-engine cars don’t have a price close to the people, I’m afraid Toyota’s hybrid road in China will never work. Thanks to Toyota’s "biting its teeth and stamping its feet", we can buy a twin-engine car with lower fuel consumption with the money of the ordinary version of Lei Ling.

  Good news! Good news! @ 中中中中中中 now has an audio version! We know that it is often inconvenient for readers to read, such as driving. What should we do? Listening to the radio, of course ~ @ Auto Black Technology and listening to FM produced an audio version of Black Technology that made B sparkle ~ Anchor Xiaochao interprets auto technology for you in man show!

  Please click here to listen:How to save 1000 yuan film fee?

Black technology, a small test of fuel consumption of Toyota dual-engine commuting

  Many netizens privately complained to us that there is only one issue a week, and if we continue to pursue black technology for one year, we will not be able to become a car-savvy emperor in the circle of friends.

  In order to improve the number of times @ Auto Black Technology meets with you, we dug out the "foreign articles" that we lost a long time ago from the bottom of the box. In the future, Black Technology will push foreign articles to you from time to time, mainlyIn view of the high-profile vehicles on the market, answer questions from a technical point of view., I hope you like our fanpian (_)

  In addition, pay attention to our Weibo (Click here ~), we write several headline articles every week ~

A female white-collar worker with an annual salary of 200,000 resigned as a "young landlord", saying that she did not regret returning to her hometown to start a business.

  Recently, an article introducing the post-80s female white-collar workers who quit their jobs, retired to the countryside, and became a "young landlord" was widely spread. The protagonist in the article was Xiao Yu, who had worked for seven years before. In July this year, Xiaoyu quit her job with an annual salary of more than 200,000 yuan and returned to her hometown in Huairou to help her parents run their own farms, raise fish, do farm work and entertain tourists. Many friends called her "the owner of a small farmhouse". At present, Xiaoyu’s personal income for three months is less than 10,000 yuan, but she does not regret it. "I went home to pursue another sense of happiness."

  Resigned and returned to his hometown to become a "small landlord"

  Xiaoyu grew up in Huairou mountain area of Beijing. When he was a child, his wish was to go out, work hard in the city and live a better life. After graduating from Beijing Technology and Business University with a major in management, Xiaoyu entered a Fortune 500 company to engage in design-related work, and then successively moved to a well-known website and an Internet company. After 7 years, Xiaoyu has been a supervisor in an Internet company, and often travels to contact customers to help the company develop its business.

  However, just in July this year, Xiaoyu chose to resign and return to his hometown.

  Xiaoyu said that long-term high-intensity work made her body unbearable, and she often suffered from insomnia and was particularly tired. "Physical reasons forced me to stop and think. I am in poor health at a young age. I really have to think about where my future life and work should go."

  During that time, Xiaoyu happened to see the news that some highly educated intellectuals had returned to their hometowns to start businesses. "It happened that there was a farm at home, and both parents had a hard time operating for a long time, so they began to consider resigning and going back."

  Many friends around me expressed their support for Xiaoyu when they heard the news, and many people expressed their yearning for rural life. There are also Xiaoyu’s parents. Although they can’t bear to give up their decent jobs, after listening to Xiaoyu’s future plans, they finally supported her choice.

  In this way, the post-80s female white-collar workers with an annual salary of more than 200,000 resigned and returned to their hometowns, becoming the "young owners" of their own farms.

  Try to change the traditional business model

  Since 2000, Xiaoyu’s parents have started to run a farm in their hometown Huairou. The buildings are modeled after their own courtyards, and most of the meals are based on their own vegetables and fruits. But in recent years, the management of the farm is getting worse and worse.

  Xiaoyu thinks that this is because the business model of "the fragrance of wine is not afraid of the depth of the alley" before parents is outdated and can’t keep up with the development pace of the internet age. "The main performance is that parents don’t know much about publicity. They strive to improve the service level of the farm and think that doing this will naturally increase the number of tourists."

  To this end, the first thing Xiaoyu did when she returned to her hometown was to publicize the farm. She posted news through some online platforms. In addition, Xiaoyu began to try to cooperate with some Wechat business and online sales platforms to sell agricultural and sideline products in his hometown. Different from all kinds of life photos often published by other girls, Xiaoyu’s exposure in the circle of friends is the introduction of honey, walnuts and chestnuts in Huairou’s hometown.

  When tourists arrive in the tourist season, Xiaoyu will take the responsibility of a tour guide, take tourists to the nearby Great Wall and other scenic spots and explain the "past lives" of each scenic spot. "The more tourists know about us, the deeper their impression will be, and they will have something to say when recommending to their friends around them."

  Xiaoyu tried to dig out the deeper features of her hometown and show them to people. Quitting your job does not mean that the previous seven years’ work experience is useless. For Xiaoyu, the management experience at work and all aspects of contact in the city are affecting her. She believes that these can play a good role in the process of running a farm.

  From an annual salary of 200,000 to a monthly salary of two or three thousand.

  At the beginning of her resignation and returning to her hometown, Xiaoyu already had some plans in her heart: how to use the advantages of her hometown to better launch special services and how to attract tourists through the cultural connotation of scenic spots. However, the plan often deviates from the reality, and the day of becoming a "little landlord" is not as smooth as the plan. The most direct performance is that since she resigned in July, Xiaoyu’s income is less than 10,000 yuan, and the monthly salary is only two or three thousand.

  Since Xiaoyu returned to his hometown to run the farm, his business has really improved, but he is still in debt. For the original business, she is only responsible for helping, the profits and losses still belong to her parents, and her income comes from her newly developed projects. However, because these new projects are in the initial stage, the benefits are very small.

  Xiaoyu doesn’t care about the disparity in income between the past and the present. She thinks more about the next income increase plan. Through the test of market conditions, she began to look for sales partners of agricultural and sideline products, and also planned to use the farm environment to develop various experience activities such as youth summer camps.

  In addition, Xiaoyu is still learning agricultural techniques such as farming, and she is not good at large-scale farming and technical jobs. "Once there was a power outage at night, all the fish in the fish pond died and lost millions." Since then, the farm has been equipped with power generation equipment.

  Xiaoyu is psychologically prepared for the difficulties and income gap in the future. She said that she has never regretted her choice. "At present, the income from going home is unlikely to exceed my previous salary in a few years. But I don’t go home purely to make money, but I am more optimistic about more opportunities in the future. After all, this is my own career and I have a sense of accomplishment. "

  conversation

  "Young Landlord" after 80s: The decrease in income will not make me regret going back to the countryside.

  It has been more than three months since the 80s female white-collar worker Xiaoyu returned to her hometown to be a "young landlord". Many netizens praised her courage, and some netizens suspected that she was a "rich second generation", and she was speculating herself without worrying about her livelihood. Xiaoyu told the reporter of Beiqing Daily that she is not a "rich second generation", and the title of "Shaozhuangzhu" also comes from a friend. Life after returning home is not easier than the original job. She regards this job as the beginning of another career.

  Beiqing Daily: After working for seven years, why did you choose to return to the countryside?

  Xiaoyu: After working for a long time, I am tired of staying up late on business trips and working overtime. My physical and mental state is not right. I find that I don’t like this kind of life. Every time I go home, I feel more relaxed, and I realize that I actually want to go back.

  Beiqing Daily: Is this an escape from the pressure of the city?

  Xiaoyu: I can’t say that. It’s just a personal choice. I’m not incapable of coping with my previous job. It’s just that compared with the hustle and bustle of the city, I find that I prefer to face the landscapes, animals and plants of my hometown and return to the countryside.

  Beiqing Daily: What is the main source of income when you return to your hometown to be a "little landlord"?

  Xiao Yu: "Less owner" doesn’t mean that I want to inherit the family business, and the farm is still operating in debt. My parents won’t give me dividends and salary, and my income comes from new projects developed by myself.

  Beiqing Daily: Back in the countryside, has there been any change in lifestyle?

  Xiaoyu: Food, clothing, housing and transportation are different. I don’t wear makeup when I do farm work. It’s good to wear clothes conveniently. I don’t order takeout when I eat. When I am free, going out is a landscape. I like to walk around and feel more relaxed.

  Beiqing Daily: How much did you earn for helping the farm now? How is the income?

  Xiaoyu: I have made some new attempts in publicity and management, and the business situation has improved, but now the farm as a whole has not made any money. After coming back for more than three months, I earned less than 10 thousand yuan for my own project, which is a little less.

  Beiqing Daily: Will you regret resigning when your income is greatly reduced?

  Xiaoyu: I don’t regret it. I have psychological expectations. At present, the income in these years can’t exceed my previous salary. However, I didn’t go home purely to make money, but to do my own business. This sense of accomplishment is irreplaceable. My father always said that "a nest of gold and silver is not as good as one’s own kennel". Generally speaking, after returning to my hometown, I am happier.

  This group/reporter Zhang Xiangmei

  Photo courtesy/Li Bai

36,900 what kind of car to buy? Is the Pentium pony fragrant?

When middle-aged people choose a car, they will care about whether a model is mature enough, its appearance should be atmospheric enough, its interior should be exquisite enough, and it should be comfortable enough to drive, whether it is for business or home. The configuration performance of is a point that consumers pay more attention to. Now let’s follow Xiaobian to see what it has done.

First look at the appearance of the Pentium pony. The front of the Pentium pony looks very dignified and unique. Coupled with the elegant headlights, the overall design is very fashionable. The car is equipped with etc. Come to the car side, the car body size is 3000MM*1510MM*1630MM, the car uses cold lines, the car body feels very cool, with large-size thick-walled tires, the overall visual effect is very concise. In terms of the rear end, the tail line of Pentium pony is angular, and the taillights look simple and generous, creating a good atmosphere.

Sitting in the car, the interior presents a young and individual design style, and the overall design is very dynamic and lively. The car looks very good outside the steering wheel, made of plastic, and has a very fighting shape. Let’s take a look at the central control. The design of the center console is reasonable, which makes the interior design quite layered and looks deep. The dashboard and seats are equally eye-catching. The dashboard of this car presents a domineering and stylish design style and is full of science and technology. The car adopts fabric seats, and the seat wrapping is in place, which further improves the comfort of drivers and passengers.

Pentium pony matching gearbox, 30KW, 90N.m, good power performance.

The space availability of Pentium pony trunk is very high, and the loading capacity is also excellent. The rear seats support the proportion down, and the space can be further expanded. At the same time, the car is equipped with anti-lock braking system (ABS), braking force distribution (EBD), main driving airbag and other safety configurations.

The car introduced today is remarkable in terms of space, configuration and power, and home travel is also a good helper. Whether you can have an appetite depends on your actual needs.

Specially planned | They brought the most beautiful performance on the screen in 2021!


Special feature of 1905 film network 2021 has passed and I miss it very much.


What I miss is the ordinary and great mother played by Chinese, Chinese and Chinese; It is The Infiltrator in the dark night played by Chinese, American and Japanese; It is a model of the times played by China and China to pay tribute to the whole people.



What I miss is the Hi, Mom who warmed you and me and played middle-aged Li Huanying; It is China’s emotion that moves people and plays the aunt; It is the eyes that enter the play and play the daughter; It is the "thunder dad" who died for China; It is the "Pharaoh" who regards death as his death; It’s the villain and the actor with subtle acting skills in Above the Cliff and The Cliff.


Appreciate the masterpiece of the screen and enjoy the life of light and shadow. Next, let’s look at the most beautiful performances that belong to the screen in 2021!


The protagonist of the most beautiful screen performance in 2021


Chinese mother on the screen


A Hi, Mom in early 2021 made countless audiences cry. Li Huanying, a young man played by Zhang Xiaofei in the film, shows the gentlest appearance of a mother. She doesn’t want her child to have much ambition, but only wants her to be healthy and happy. And her warm and powerful performance also aroused the audience’s emotional resonance with her mother.



Unlike the Buddhist mothers in Hi, Mom, Ji Peizhen, played by Xu Fan in Everything About My Mom, is a worried and nagging mother. Xu Fan played the role of Qian Qian’s mother in our life. They look forward to their children’s success and their daughters’ success, and spare no effort to take care of a large family. They are not perfect, but their daily bickering also carries trivial care and expectation.



Mother not only has a gentle and considerate side, but also has the courage to be a mother. Zhang Ziyi plays such a mother in the poem of Me and My Father. The vast Gobi, shabby room, she is a great woman who dedicated herself to the national defense science and technology of the motherland; Giving up her family for everyone, she set an example for her children with her words and deeds. Zhang Ziyi wrote poems attentively, and portrayed a strong, forbearing and great mother with exquisite acting skills.



The unsung hero marching in the dark 


Every step from darkness to light has condensed the blood and tears of countless heroes. The film "Above the Cliff" created a group of unsung heroes in the hidden front, and the excellent interpretation of the actors made the image of this group of underground workers with heavy burdens more vivid and three-dimensional. Zhang Xianchen, played by Zhang Yi, is dead in the face of his belief in blazing with anger and torture, which makes people feel that the character’s inner belief in winning will never go out.



Yu Hewei’s undercover Zhou Yi is in an enemy camp, and Yu Hewei’s skillful and steady performance fully shows that Zhou Yi is cautious when dealing with the enemy, and he is sad when witnessing the sacrifice of his comrades.



 As a senior female spy, Wang Yu, played by Amanda, has to face multiple scenes and identities. Whether it’s an underground worker’s capable determination or a mother’s eager desire for a child, Amanda has performed very well in every aspect of Wang Yu. It is even more infectious to learn that a silent crying scene when a partner dies.



The power of persistence  


One thing, a lifetime. In the movie "The Guardian of the Island", Wang Jicai, a "model of the people", and Do not forget your initiative mind insisted on guarding the island for more than 30 years, and Liu Ye performed the authentic side of this "guardian forgotten by time".



 You keep the island, I’ll keep you. Wang Shihua, played by Gong Zhe, has also moved countless audiences. Gong Zhe showed the image of a wife who gave up her family for everyone with her simple and sincere performance.


Green leaves of the most beautiful screen performance in 2021, click the link to watch the video.

Move people with emotion and enter the play with eyes.  


Mom is the one who says she hates her children, but she is always proud of her children. In the movie Hi, Mom, Liu Jia plays the middle-aged Li Huanying, which explains the maturity of middle-aged women. With a few eyes and lines, it attracts people’s empathy, as if seeing their own mother.



In the movie My Sister, Zhu Yuanyuan plays the aunt, who is not only the "elder sister" of the previous generation, but also the aunt of the stubborn elder sister of the new generation. In a patriarchal family, "eldest sister is like a mother" has become her lifelong shackles. Zhu Yuanyuan performed the heart-wrenching experience of a tough woman who was swallowed up by life, and at the same time showed her love for her niece incisively and vividly.



A dining table, five worlds, everyone hides an unknown secret. In the suspense movie "Secret Visitor", Zifeng Zhang plays the indifferent and mysterious sister Wang Chutong, whose eyes are indistinguishable from good and evil, which makes people shudder instantly.



True feelings, real feelings, interpretation of unknown heroes  


A little confused, with a sense of joy, Hu Jun plays the older and more experienced fighter "Lei Gong" in The Battle at Lake Changjin. Hu Jun, whose image as a tough guy is deeply rooted in people’s hearts, achieved a breakthrough this time. The first half was silly and cute, and contributed a lot of jokes. The final sacrifice was extremely tragic and contributed a lot of tears.



He is an unsung hero in the city. Fan Wei created an undercover "Lao Wang" who is good at changing his face in "Railway Hero", which makes people shine at the moment. The modesty and hypocrisy in the face of the enemy, the deliberate disguise in the face of comrades-in-arms, and the love in the face of small stones are all accurately and hierarchically portrayed by Fan Wei.



True and delicate, shaping the colorful villain  


As the villain of Above the Cliff, Yu Ailei plays the spy Jin Zhide, but his performance is very bright. He secretly observed Zhou Yi, but he was confused by Zhou Yi in a few words. The expression gradually changed from relaxed to frightened and uneasy, and the facial expression changes from sunny to cloudy and from cloudy to sunny were well interpreted by Yu Ailei.



He is the head of a county and knows the way of officialdom. Zhang Songwen’s performance once again shines with his two faces with different light and shade, and his invisible personality. In the face of his younger brother, the leader of the evil forces, he grabbed his brother by the neck, seemingly awe-inspiring, but in fact he was afraid of being implicated. Good or bad is just a thought. In an inner confession scene after the crime was revealed, Zhang Songwen showed the true mentality of how a parent who once wanted to be a "Wen Tianxiang" became an umbrella for evil forces step by step.



Red flowers should also be lined with green leaves. The role of "green leaves" in these films not only adds color to the protagonist, but also adds color to the film. No matter how big or small the role is, as long as you interpret it with your heart, you can leave your own brilliance on the screen.


Show the world the power of China agriculture.

Brand building of agricultural products in China has a long way to go-
Show the world the power of China agriculture.

China is a big agricultural country, with the output of grain, vegetables, fruits, meat and aquatic products ranking first in the world, but many high-quality agricultural products are "bred in an inner chamber, with no one knowing her".

On the other hand, the world agricultural powers are all brand powers without exception. Strong brands can make agriculture strong. Without a large number of highly competitive agricultural brands, the pattern of relatively weak agriculture cannot be changed.

This year, the No.1 Document of the Central Committee clearly stated that it is necessary to promote the construction of public brands of regional agricultural products, support local governments to build regional characteristic brands based on advantageous enterprises and industry associations, and introduce modern elements to transform and upgrade traditional famous brands. This year’s government work report also clearly requires that standardized production, brand creation and protection of agricultural products be accelerated.

"Brand is reputation, credit and trust." Han Changfu, Minister of Agriculture, said not long ago that "agricultural brands run through the whole process of agricultural supply system, covering the whole industrial chain and value chain of agriculture, which is a remarkable symbol of agricultural comprehensive competitiveness. At present, the global market structure of agricultural products is undergoing fundamental changes, and the magic weapon of market competition no longer depends on scale, but on whether it has high-quality and differentiated brand advantages. To adapt to the development trend of the world agricultural industry, we must speed up the creation of brands. "

At present, the horn from "eating agriculture" to brand agriculture has sounded. How should we take the road from a big agricultural country to a strong agricultural brand country?

Calling for influential brands

Brand building of agricultural products is in the trend of starting a prairie fire. On the one hand, the construction of regional public brands is becoming mature; On the other hand, the brand building of agricultural enterprises has also been continuously improved. But overall, the system and influence of brand agriculture in China are still insufficient, and there are few truly competitive brands.

If China’s agriculture is a systematic project with multiple industrial chains and multiple factors coupled, then the brand is the main thread that runs through from the consumption end to the production end.

Walking around, whether in the fields or at the exhibition site, the reporter deeply felt the potential of brand building of agricultural products. In Shaanxi, the latest valuation of Luochuan Apple brand has reached 6.59 billion yuan, and the pattern of production base, processing enterprise, marketing organization, circulation market and export channel has been formed. In Jilin, in addition to the traditional three treasures of ginseng, velvet antler and mink, new brand business card matrices such as "golden business card" of corn, "platinum business card" of rice and "colorful business card" of miscellaneous grains are being established. Throughout the land of China, from the western border to the southeast coast, from the Loess Plateau to the beautiful south of the Yangtze River, many agricultural products brands mobilize the taste buds of consumers.

While the construction of regional public brands is becoming more and more mature, the brand construction of agricultural enterprises is also constantly improving, and the enthusiasm for registering trademarks is increasing. Statistics show that by the end of 2016, the total number of "three products and one standard" in China reached 108,000, with a planting area of 30 million hectares, accounting for about 17% of the planting area of similar agricultural products; There are more than 2.4 million registered trademarks of agricultural products; The General Administration of Quality Supervision, Inspection and Quarantine has protected 1992 geographical indication products, laying a foundation for cultivating agricultural brands. On this basis, new agricultural entities such as large-scale breeders, family farms and farmers’ cooperatives have flourished, adding new momentum to the development of agricultural brands.

However, we have to pay attention to the fact that although the brand awareness of agricultural products in China is increasing, the system and influence of brand agriculture are still insufficient. The China Agricultural Brand Research Center of Zhejiang University has published a study on more than 1,200 leading agricultural enterprises, which holds that these enterprises have great influence in the industry, but their brand awareness in the consumer market is very low, and the brand awareness of 50 leading agricultural enterprises is even less than 10%.

"This is the status quo of agricultural brands." Hu Xiaoyun, director of China Agricultural Brand Research Center of Zhejiang University, believes that for a long time, the decentralized management of agriculture and the limited ability to create brands have seriously lagged behind the development of agricultural products brands.

The same is true of the actual consumption feeling. Especially in some remote areas, many high-quality agricultural products, "bred in an inner chamber, with no one knowing her", can neither leave the local area and become a delicacy on the table of the people of the whole country, nor generate more additional benefits for producers. Taking tea as an example, it is no exaggeration to say that almost all the best tea varieties in the world are in China, but there are many and complicated tea brands in China, and there are even hundreds of brands in some counties. Keke, director of the Marketing Department of the Ministry of Agriculture, told the reporter that although there have been some tea brands with outstanding characteristics in recent years, there is still a huge gap with internationally renowned brands, so that there is a saying in the industry that "thousands of tea enterprises are defeated by one Lipton".

Building a brand is not an overnight success. The brand building of agricultural products in China started late, and there are few truly competitive brands. The influence of most brands only stays in a local area and a limited period, and there are even fewer internationally renowned brands. Some brands with advantages can’t maintain their influence for a long time because of imperfect protection mechanisms. At the same time, limited by the characteristics of agriculture, the uneven distribution of brand development areas and types, unreasonable distribution of main structure, small brand scale, many brands of primary processed products and low scientific and technological content have also affected brand building to a great extent.

Don’t let regional brands overdraw.

Some people figuratively compare regional public brands to "umbrellas". Under the background of the widespread spread of regional public brands, many agricultural subjects would rather lie under the umbrella and "sleep" than build their own corporate brands. This way of thinking, which only knows how to take but not how to give, is seriously hindering the development of regional public brands.

Brand building of agricultural products should be combined with regional characteristics. At present, there are more than 500 regional public agricultural products brands in China. All localities pay more attention to declaring and promoting regional public brands, building local characteristic industries and enhancing local image industries, but the authorization, supervision and management of regional public brands are lagging behind, and the corresponding supervision system and authorization and withdrawal mechanism have not been generally established, resulting in problems such as "widespread use" of regional public brands and "abuse" by unauthorized production and business units. This tendency of "bad money drives out good money" is seriously hindering the development of regional public brands in China.

Some people figuratively compare regional public brands to "umbrellas", and corporate brands can be sheltered by "umbrellas". Under the background of the widespread spread of regional public brands, many agricultural subjects would rather lie under the umbrella and "sleep" than build their own corporate brands. A typical example is the former West Lake Longjing. On the one hand, many enterprises have been actively building brands. On the other hand, more enterprises choose to "lie down and make money" by relying on the big tree of regional public brands. They have made little contribution to regional public brands, but they just ask for it blindly, and even gold-lettered signboards are inevitably overdrawn. The decline in the value of regional brands and the failure to establish corporate brands once affected the entire industrial chain of West Lake Longjing, which did great harm to the brand.

On the other hand, another successful example-Chinese cabbage in Jiaozhou, Shandong Province. Jiaozhou city Chinese Cabbage Association is responsible for cultivating and managing the regional public brand of Jiaozhou Chinese Cabbage, and implements the management mode of "production base certification system and product quality traceability system". Only Chinese cabbages recognized by the association and produced by authorized farmers can be labeled "Jiaozhou Chinese Cabbage", otherwise they can only be sold as "Jiaozhou Chinese Cabbage". In the past few years, the market price of "Jiaozhou Chinese Cabbage" has remained at a high level in 30 yuan, which can be called "selling the meat price", but there are many times when "Jiaozhou Chinese Cabbage" costs a few cents per catty.

At the same time, the frequent appearance of fake and shoddy products further enhances the difficulty coefficient of brand building of agricultural products. "In the past, people often said that’ Wuchang rice is the best in the world, and the rice in the world is fake Wuchang’. Although this statement is somewhat exaggerated, it also reflects the embarrassment of reality to a certain extent and seriously affects the vital interests of consumers and producers." Wang Zhonglin, vice president of China Cooperative Economic Association, said, "Theoretically, what is fake is fake, and no matter how disguised it is, it is impossible to replace the real thing. However, in the case of asymmetric market information, genuine products will be seriously hurt in a short period of time, and may even be’ killed’ by counterfeit products because of cost disadvantage. How to change this situation? We must do anti-counterfeiting according to law. "

Counterfeiting according to law requires multi-party efforts. The measures taken by wuchang city in Heilongjiang Province are to ensure product quality and channel safety through standard planting, closed processing, fixed-point sales and credit commitment. If the products produced fail to meet the promised standards, they will be paid in a ratio of 5: 1, and the public brands will not be damaged from three aspects: enterprise self-discipline, industry supervision and anti-counterfeiting rights protection.

Embrace new opportunities of environmental policy

E-commerce is a new marketing tool and method, which can easily form a good communication atmosphere with consumers, and can simultaneously solve two major difficulties in cultivating agricultural brands, namely, how to build convenient channels and carry out effective publicity. In addition, although agricultural developed countries have different paths in brand building of agricultural products, one thing is the same, that is, they all regard brand building as a national strategy to participate in global agricultural competition.

"The rapid development of agricultural products e-commerce has brought new opportunities to the development of brand agriculture. The difficulty in cultivating agricultural brands lies in how to build convenient channels and carry out effective publicity. E-commerce has solved both major problems at once. " Zhang Ruidong, a senior researcher at Ali Research Institute, said that e-commerce is a new marketing tool and method, and it is easy to form a good communication atmosphere with consumers. In recent years, many young people’s favorite agricultural brands such as "Three Squirrels" have sprung up in Taobao, which are more in line with the cultural preferences of "post-80s" and "post-90s". This is a successful case of "1+1>2".

"Many agricultural products in China have unique variety characteristics, regional characteristics and cultural connotations, which contain great brand value. The natural selectivity of agricultural production is very strong. When building brands, agricultural products should be based on resource advantages, tap agricultural characteristics and highlight differentiation. " Zhang Yuxiang, president of China Agricultural Products Market Association, believes that although the participation of e-commerce, Internet of Things and other technologies in modern agriculture is getting deeper and deeper, the regionality of agricultural products is still very obvious. "Science and technology should be closely integrated with traditional farming civilization, fully explore the unique resource environment, unique local traditional technological processes and folk customs, and jointly build regional brands."

Experts said that the agricultural developed countries have different paths in brand building of agricultural products, but one thing is the same, that is, they all regard brand building as a national strategy to participate in global agricultural competition. For example, scientifically planning brand development strategy, establishing international brand certification system and quality management system, strengthening brand innovation and protection, increasing government support and improving social service system are all experiences that can be used for reference by brand agriculture in China.

"The next five to ten years will be the golden period for the development and growth of agricultural brands in China. We expect more and more China agricultural brands to make their debut, enrich the dining tables of the people of China and the people of the world, and show the world the power of China agriculture. " Keke said.

Short play observation | Short play in distress at sea: Sad love and dumb fire, husband-in-law rushing to the street, the logic has all changed.

Source | Deep sound

Author | Zuyang

Overnight, the short play pressed the "double speed button".


On the other hand, the cost of short plays began to surge, and the homogenization of content became more and more serious. Less than a month after the explosion, the "same paragraph" was everywhere. Some entrants began to realize that,If you want to "win", you can’t "roll" in the Red Sea market-going overseas has become a new choice for many practitioners.

"From the end of this year to the beginning of next year, there will be big variables in the overseas short drama market." Leon said.

Three months ago, Leon was an advertising director in Australia. He shuttled around the studio every day and filmed all kinds of advertising blockbusters. After the wind of vertical screen short plays blew overseas, he also transformed into a "middleman" to connect domestic short play platforms with overseas contractors, so that "money" and "people" could be quickly matched. According to his memory, in the middle of this year, the vertical screen short play was really popular overseas, attracting a wave of loyal fans who paid for their emotions.

And this fire, it is China manufacturers "put".

In August 2022, Crazy Maple Studio, a subsidiary of Chinese Online,(Maple Leaf Interactive)ReelShort, a short drama platform, was launched overseas. After more than half a year on the line, it gradually opened the volume and ran through the business model. Since the beginning of this year, domestic online platforms have intensively launched vertical screen short drama apps overseas, including DramaBox of Dianzhong Technology, GoodShort of the new reading era, Flex TV of Anyue Network, 99TV of Kyushu Platform, and some game manufacturers are also in preparation.

Nowadays, ReelShort ranks all the way up in the best-selling list in Europe and America, and the story of getting rich with a monthly income of one million is staged overseas. Short plays are expected to become another emerging category after short videos and e-commerce, and "big variables" seem to be close at hand. However, it can’t be ignored that localization is a hurdle faced by all products going to sea. The differences in user preferences, production habits, and the scale of explosion are all reefs and storms in the process of short plays going to sea.


At present, the main overseas consumption areas of short plays are Europe, America, Australia and Southeast Asia. TikTok’s report "TikTok Short Play Marketing Strategy for Going to Sea" also mentioned that among the Top5 short plays, the United States is the first choice for short plays to go to sea, and Thailand is the most concentrated area in Southeast Asia.

The differentiation of the sea area corresponds to the logic of short play going to sea:Europe and the United States have high production costs, but strong ability to pay, and have a stronger willingness to pay for good content; Although the willingness to pay in Southeast Asia market is not as good as that in Europe and America, the production cost is lower and the cold start period can be quickly passed.
Marketing strategy of TikTok short play going to sea

For manufacturers with strength, content IP and not bad money, Europe, America and Australia with more traffic value will naturally be the first choice when going out to sea, and most of them are original short plays with local actors.

For example, ReelShort, which focuses on the North American market, has launched the interactive visual novel platform Chapters since 2017, covering 21 languages including English, German and Spanish, basically covering major countries and regions in the world. The experience of going out to sea with net text also helps the short play to avoid the situation of "unfamiliar places", on the one hand, it has a basic understanding of local users’ habits and preferences; On the other hand, the content of short plays is basically adapted from the local verified web IP, which reduces the cost of trial and error.

ReelShort has been launched for more than a year now, and there are more than 15 European and American short plays on the platform. The theme types include love after marriage, sweet revenge and dating with the boss. At present, we are also trying new themes such as revenge, sadism and gangs. According to the download volume, ReelShort has reached the top position in the vertical screen short play market, with over 5 million downloads in Google Play Store and eighth place in the "highest sales" list of "entertainment" applications.
ReelShort hit short play

GoodShort’s route to the sea is similar to ReelShort’s. North America is the main offensive market, and the publisher’s new reading era is also the head enterprise of online text going to sea. It has launched many novel apps such as GoodNovel, GoodFM, BueNovela and MegaNovel overseas. In June 2023, GoodShort, a short drama platform with vertical screen, was launched in the new reading era. According to its introduction in the play store, the theme of GoodShort covers modern romance, urban romance, youth romance, billionaire, president and so on.

Although the online time is later than ReelShort, there is a gap between the download volume and the ranking of the list. However, GoodShort has made great strides in the three months since its launch, and has launched six local original dramas, all of which are produced at high cost. "GoodShort’s style is obvious, all in directly, regardless of the previous water test." Leon revealed.

DramaBox, a short drama platform under Dianzhong Technology, is a dark horse at present. It entered the market in April this year and focused on taking the quality route. Leon estimated that the input cost of the original short plays launched in the station was $150,000.
GoodShort hit short play

Users in Southeast Asia, China, Hong Kong and Taiwan have similar preferences to those in China, and creators can directly copy domestic production habits or finished products.Therefore, some China manufacturers regard these two regions as the main markets for going to sea, and make localized productions or directly launch translated dramas, among which the cost of translated dramas is lower than that of original ones.

Similar to ReelShort’s sailing time, Flex TV is also an early short drama platform. The manufacturer Anyue Wangyue went to overseas markets with entertainment apps and tool apps since 2018. In October last year, Flex TV, a short drama platform, was launched, focusing on Southeast Asia, and Thailand was the main force market. From its launch to now, the popular short plays on Flex TV include "The New Giants’ Grudges", "The boss behind the scenes is my husband" and "The Supreme Military God", etc., and their themes and styles are similar to those of domestic short plays.

More than a year after its launch, Flex TV has gradually made a sound volume in Thailand, and its ranking has basically remained at the Top 10 of Google Play Thailand’s entertainment classification. It is also attacking Europe, America and Australia, updating original short plays starring European and American faces, and further gaining higher-value paid traffic.
Flex TV hit short play

Different from the above-mentioned short drama platforms with rich online background, 99TV, which mainly focuses on the Taiwan, China market, is the head distribution platform Kyushu Culture, which has emerged in recent two years through short dramas with small programs. It is not difficult to see that Kyushu Culture’s idea of going to sea is closely based on domestic production logic and resources.

When you turn on 99TV, there are hundreds of short plays in the platform, most of which are short plays on the mainland. The subtitles are changed into traditional versions, and the theme and story logic are the same as those of the short plays of small programs that have exploded before.

Wang Jiacheng, the founder of Kyushu culture, once revealed the strategy of going to sea in the future in an interview. One is that Chinese dramas are equipped with foreign language subtitles, and subtitles are automatically generated for micro-short dramas with the help of self-created AIGC system, and mass production is carried out; The second is the overseas localization of China’s story, and the combination of domestic scripts and overseas scenes and actors creates short plays that meet the needs of overseas users.

In fact, judging from the current overseas short drama entrants, most of them have experience in online writing, or they are doing short dramas themselves, and it is relatively easy to get started.

On the one hand,There are abundant IP’s that can be adapted, and there is a rich library of online copyright, so the advantages of negotiating with online authors are obvious and the copyright cost is low.On the other hand,The traffic and experience accumulated by the net can also be applied to short plays, and it is the first to accumulate a batch of original powder."If you have your own reader base, even if it is not hot, at least there is some normal traffic." Leon said.


However, short plays and online texts are two different tracks after all, and domestic popular short plays may not adapt to foreign countries. If we just copy the experience, short plays will also be acclimatized when they go out to sea. An example that has been verified in Europe and America is that,In China, the street-saving rate of male frequent husbands is 100%.

Leon company has a special overseas movie-watching team. According to the survey, the theme of the son-in-law in Europe and America is basically "doing one thing and saving one thing". Including the husband-in-law, most men’s frequent and cool writing doesn’t seem to work in Europe and America.

"What is the popular male frequency in Europe and America? House of Cards, which talks about conspiracy theories, The Lord of the Rings, who talks about power transfer, and Star Wars, a sci-fi masterpiece, all set the standards and tastes of local male audiences very, very high. Subdivided into male frequency types,The local people don’t know the identity of the son-in-law, and when they watch it, they will wonder why the mother-in-law doesn’t respect him. Why does he keep getting beaten?Including the theme of costume crossing and urban fantasy, if the historical and cultural background is different, there is no way to start. "Leon said.

This also gave most entrants a wake-up call: before doing overseas short plays,It is more important to know who the short play is for than how to do it.

In China, the basic people who watch small programs and short plays are middle-aged and elderly people who are sinking in the market, have money and leisure, and have a low education level. In short plays, the hero’s cool feeling of opening his golden finger has attracted countless middle-aged and elderly people to pay the bill.

But the audience of overseas short plays is not like this. Taking Europe and America as an example, Leon said that there is no "sinking market" in Europe and America, and the middle class is the mainstream consumer group in Europe and America.The people who watch short plays are mostly middle class, and more subdivided, they are Baoma people aged between 25 and 45. Their time is "cut" by trivial things such as doing housework, sending children, socializing with others, and the high-energy, reverse and exciting one-minute vertical screen short play just meets their needs for fragmented viewing.

Different audiences, local conditions and customs also determine what kind of themes can be popular and what kind of themes are likely to fall on the street.

Female short plays with love as the main line are universal in all regions. Specifically, in terms of regions, the male protagonists in Europe and America are mostly CEO, heiress, powerful Alpha, werewolf and vampire, and the female protagonists are mostly independent and self-reliant women, because the female audience in Europe and America prefer this set, but the complex with crying and sadism should be deleted. The popular themes in Southeast Asia are mostly dramas such as bitter love abuse and mother-in-law wars, while South America such as Brazil prefers gangs.
Overseas vertical screen short drama shooting scene, source interviewee

When it comes to "how to make short plays", whether domestic creators go out to sea to create or invite overseas local teams to produce them, they also need to adapt to their creative habits one by one.

In Leon’s view,Overseas short plays are a circle society, and high-quality resources and contacts are more scarce than funds.At present, short plays are still a new species overseas, and the number of crews and talent resources specialized in short plays are too limited. China manufacturers go out to sea to find local teams to produce short plays, and if they don’t have familiar relationships and resources, they will easily step on the pit.

"There is a special film and television base like Hengdian in China. You have to make a drama and set up a sign in Hengdian. Wow, a bunch of people come over, but if you are overseas, if no one helps you introduce you, you will basically be unable to move."

Because of this, the cooperation between most short drama platforms and high-quality contractors is not a "one-time relationship". In order to pursue long-term stability in quantity and quality, the platform will give an extra part of dividends to deeply bind and cooperate exclusively with the contracting team. For example, the ReelShort platform, Leon said that the external contractors of its cooperation will also receive additional share rewards.

At the same time, it is also because the number of overseas short plays and talent resources are limited.The production speed of most platforms can’t keep up with the audience’s demand, which has become the biggest pain point of the current short play going out to sea.

In China, the creation of short plays with small programs has been completely streamlined and accelerated-there are a set of fixed formulas for how to write the script, how to shoot the lens, how to cut it later, and when BGM appears. Under the logic of assembly line production, shooting in one week and online in January have greatly improved the new speed of short plays. Yan Min, the founder of short play, once estimated that the short play platform with small program in the head can produce 30 to 40 plays a month.

However, observing ReelShort, GoodShort and other short drama platforms that have made a little noise in Europe and America, the ideal period from project establishment to launch is one and a half months. Due to the shortage of internal human resources, the number of new ones is basically around two per month.

"All incoming platforms are grabbing cakes. It must be that the faster the new platform is launched, the more viewers will be, and you can eat cakes. Now the problem is that all platforms are not adapted to the overseas creative rhythm, and there is a contradiction between the demand of manufacturers to enter the market quickly and the specific landing period of the project. If the short play wants to continue to develop, this contradiction must be solved."
Overseas vertical screen short drama shooting scene, source interviewee


After the short play is finished, you can go online to make money. Domestic short programs and short plays earn a lot of money by streaming short videos-guiding users to jump to pay for them, weaving a "rich dream" for more outsiders, but overseas, can the "rich dream" be copied?

We might as well calculate an account first. The cost input categories of overseas short plays and domestic short plays are basically the same: production cost+investment cost.

From the perspective of production cost, taking Europe, America and Australia, which have high flow value and high production cost, as an example, the industry standard for shooting a regular short drama without special effects and big scenes is about 150 thousand to 200 thousand dollars(Modern themes, one and a half minutes per episode, a total of about 60 episodes). Looking at China again, producer and producer Wang Yunxiao once revealed that the production of short plays with small programs is becoming more and more "rolled up". Compared with the previous tens of thousands of plays, the cost has now increased to 300,000 or even 500,000 RMB. But by analogy,At present, the investment in the production of short plays in Europe and America, which is still in its infancy, has been three times that in China.

And half of the high production investment is spent on scarce manpower.

"Look at these overseas short drama platforms, there are few big scenes, and at most there are less than 10 people, because manpower is too expensive, which is too different from the domestic concept." Human resources are scarce and expensive, and the Hollywood strike, which lasted for more than 140 days, has also had a certain impact on the production of short plays.

Let’s look at the cost of streaming. In China, streaming is a big part of the cost. The streaming party clips the short drama into pieces and puts them on short video platforms such as Tik Tok and Aauto Quicker. Users can jump to the applet by clicking the link in the comment area. Overseas short plays are also streamed in similar ways, such as YouTube, TikTok, Facebook, Insgram and X.(Twitter)Mainstream social platforms are the main delivery channels. Leon said,Overseas investment is not as exaggerated as domestic investment, and more attention is paid to "quality" than quantity.

According to the vast amount of big data, in the past 90 days, the best-performing material in GoodShort Station is the short play BILLIONAIRE CEO’S OBSESSION.(Billions of presidents are addicted)The three-minute slice of ",and this drama is also the hottest short drama on the platform, with a total of 88 episodes updated. The beginning of the sliced material is a hot one-night stand between the man and the woman, and the ambiguous atmosphere editing directly fills the desire to "read the complete works".
Marketing strategy of TikTok short play going to sea

In terms of commercialization returns, overseas short drama platforms also have two payment paths: user payment and advertising revenue.

There are two kinds of user fees,One is the single episode unlocking. After the user swipes it on the short video platform or social platform, after watching the first ten episodes or the first 20 episodes for free, he jumps to the short drama App. After that, the user needs to buy coins and unlock one episode.For example, ReelShort, FlexTV and GoodShort all adopt the mode of single episode payment. In ReelShort, you can probably watch about 60 episodes with a coin of $15.99, which adds up to about one yuan for one episode, and the unit price is similar to that of domestic short programs.

There is another one.The general subscription system of long video platform allows users to recharge a certain fee to become quarterly members and annual members and watch short plays in the platform at will.In addition to the payment system, GoodShort also tried the subscription system, ranging from $99.99 to $399.99.

Advertising revenue comes from advertising in the platform. In ReelShort, users can not only spend money to buy coins to unlock, but also watch advertisements for free. However, the maximum number of episodes unlocked by advertisements is 20 per day. In other words, if users can bear to watch advertisements, they can also read the complete works for free.

In addition, after overseas short plays gradually took off, they also began to attract some advertisers to implant in contact with drama series. According to Leon, to his surprise,Among the advertisers who come into contact with short plays, there are few consumer goods, mostly real estate, banks, hotels, car rental and other relatively "heavy" industries, which is completely contrary to the category and logic implanted in domestic drama series.

High cost has brought high returns, and the short drama market has also run out of the top. According to big data, ReelShort’s revenue in the App Store and Google Play in July 2023 has exceeded $1.2 million; By September of this year, ReelShort’s Google Play revenue had increased by about 40%, steadily entering the top ten of the list, surpassing WeTV and iQIYI.

The return is indeed high, but for those who want to "make a big fight with a small fight", it is difficult to tell such an attractive story overseas.
The revenue of mobile application in the sea is Top20, and the source is vast.

At present, the domestic vertical screen short play market is becoming more and more involved, and more and more people are starting to look for new opportunities overseas. However, before starting the layout, we also need to be careful, whether the content creation level, risk-taking ability and overseas audience preferences can be used to it, and whether the logic of creating vertical screen short plays by domestic investment will be accepted by overseas audiences.

"Overseas short plays are the blue ocean of the market, but the content is the red sea. It is more important to let local audiences always pay the bill with innovative content, rather than simply engaging in business model arbitrage." Leon said.

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Sell gold and realize it! Demand for gold recovery is warming up

Huang Yulin

Affected by the uncertainty of US tariff policy, safe-haven assets continue to flow into the gold market. On February 20th, the price of gold surged again, with COMEX gold reaching a maximum of $2,957 per ounce, with an intraday increase of nearly 0.3%.

As the price of gold rose, many investors seized the opportunity to realize it. A reporter from China, a brokerage firm, visited and found that after the year, the passenger flow of gold recycling channels such as commercial banks and gold stalls increased, and some banks took the opportunity to attract customers and launched non-bank gold recycling services.

"Not all outlets support gold recycling." It is understood that under normal circumstances, only the outlets with higher specifications in the region will open the gold recycling business, and the recycling price is linked to the international gold price and gold purchase channels.

Commercial banks actively attract customers.

"There are people who consult gold bars and gold investments almost every day." The manager of a lobby of a state-owned bank in Guangdong told China, a brokerage firm, that since the year, the price of gold has continued to rise, and customers’ demand for gold investment transactions has increased significantly. The reporter saw in the mobile online shopping malls of several banks that the investment gold bars sold showed "out of stock" status.

There is also the gold recycling business, but it is worth noting that not all commercial bank outlets provide gold recycling services.

Take ICBC as an example. According to the "ICBC Gold Repurchase Raiders" issued by the bank, the bank has more than 500 repurchase outlets. China, a brokerage, found that the bank has nearly 30 outlets in Beijing to support this business. The gold repurchase strategy issued by the Agricultural Bank of China Retail Bank shows that the bank has opened nearly 3,000 gold repurchase outlets nationwide to provide customers with convenient gold trading channels and services.

It is understood that most commercial banks have strict requirements on the "brand name" in the gold recycling business they invest in, and most commercial banks can only recycle the gold bars they sell. "Gold bars need to be sold by the Bank, and relevant bills such as packaging and proof of purchase must be kept." The staff of the Agricultural Bank said.

As the demand heats up, some banks also take the opportunity to carry out gold recovery business that is not sold by the bank. ICBC recently launched the repurchase service of "non-ICBC brand gold bars received by ICBC". In addition to the gold products sold by ICBC, it can also repurchase Au99.99 brand gold bars from 14 commercial banks and 2 gold enterprises (China Gold and Shandong Zhaojin).

Regarding the repurchase price, ICBC’s customer service responded: "The basic price of gold repurchase is set with reference to the price of Shanghai Gold Exchange. Generally, a certain repurchase spread is deducted from the basic price of gold repurchase, in which the repurchase spread of brand gold of the Bank is 4 yuan/gram, and the repurchase spread of other gold products is 10 yuan/gram."

Dong Ximiao, the chief researcher of Zhaolian, said that the bank’s gold repurchase business can first meet the needs of customers to realize gold bars to obtain liquidity after the gold price rises. Secondly, banks can also obtain fee income through repurchase price difference. "

"The transformation after the customer’s gold is recovered and realized is also very important." Dong Ximiao said that after the customer’s physical gold is realized, the funds are likely to be used to purchase wealth management and fund needs, which is also an opportunity for commercial banks to acquire customers and increase customer stickiness.

Demand is hot! Brand stores adjust the "trade-in" rule

In addition to commercial banks, branded gold shops and pawn shops are also the main channels for gold recovery. "From the beginning of 2024, the passenger flow recovered every month has increased." Wife of shop-owner Liu, who runs stalls in Shenzhen Shuibei Market, the largest gold and jewelry trading market in China, told China, a brokerage firm.

Many operators said that the recovery price in the shellfish market also fluctuates with the international gold price, and the general recovery price difference is around 7-15 yuan. In contrast, the gold recycling service of brand gold shops has a big difference. Take Chow Tai Fook as an example. On February 20th, the full gold price was 892 yuan/gram, and the gold recycling service price was 666 yuan/gram.

Some operators said that because the price of gold is too high, many consumers choose to buy physical gold in the form of "exchanging old gold for new ones, and the price difference is more refunded and less replenished": "In addition to realizing cash, the guests who come to the Shuibei market want to exchange old gold for new ones, and deduct the total price of new ornaments with old gold ornaments to get physical gold with newer styles or heavier weight."

Data show that on February 21st, the price of gold jewelry of Chow Tai Fook, Leofoo, Luk Fook Jewelry and other brands has reached 892 yuan/gram, while that of Zhou Shengsheng has risen to 895 yuan/gram. Online gold brand stores are still crowded.

During the visit, some merchants reported that due to the recent surge in demand for "trade-in" and "gold recycling", the brand of gold ornaments has begun to adjust the relevant rules of gold recycling business.

"If you recycle it today, you can also’ get grams by grams’ (meaning that 1g of old gold can be deducted and exchanged for 1g of new jewelry), and you only need to make up the work fee. In a couple of days, we will adjust the rules, which may need to be increased by 20% to 30%. For example, if you want to buy 10g new jewelry, you need to recycle 12g and 13g old gold. " On February 19th, a salesperson of a Zhou Dasheng store in Beijing told China, a brokerage firm.

Lou Feipeng, a researcher at the Postal Savings Bank, told reporters that the price of gold has hit record highs recently, and the market expects that the price of gold may fluctuate next. For investors who invested in gold at a low point in the early stage, it is an effective way to increase investment income by choosing to leave their bags for safety.

"For gold recycling, different channels have different risks." Wang Pengbo, a senior analyst in Broadcom Consulting’s financial industry, pointed out that the conditions for bank repurchase are relatively strict, and there are requirements for the appearance and certificate of gold; Moreover, due to profit and risk considerations, the price given by pawnshops is usually low, and customers have to bear the redemption risk; Gold stores may have irregular operations and are greatly affected by their own business strategies.

Wang Pengbo said that investors need to understand the recycling policies of different channels, and then make a decision after comparison according to their actual situation. They should also understand the market conditions and have a rough judgment on the value of gold to avoid being acquired at an unreasonable low price. In addition, if you don’t choose commercial banks, investors are advised to choose big stores or banks with good reputation for trading.

Editor: Luo Xiaoxia

Proofreading: Su Huanwen

See 2024 | Peng Jianzhen, President of China Chain Store & Franchise Association: Strengthen scientific decision-making and the construction of modern enterprise system.

[Editor’s note] Insight into the trend and look forward to the future. At the beginning of the new year in 2024, Xinhuanet planned the all-media column of "Seeing 2024", inviting experts, scholars and entrepreneurs to put new hotspots and new trends in the pulse industry, and to enlighten intelligent thinking and reflect industrial changes with professional insight to help high-quality economic and social development.

Xinhuanet Beijing, February 5 (Ren Yuxi) Chain operation is a highly large-scale business model. Chain enterprises and brands can carry out specialized division of labor under the overall planning, and implement centralized management on the basis of division of labor, thus improving the overall operational efficiency and realizing economies of scale.

Throughout the past development process, the chain operation industry in China has shown remarkable development potential and resilience in different formats. Recently, Peng Jianzhen, President of China Chain Store & Franchise Association, made a guest visit to "See 2024" on Xinhuanet, and made an in-depth analysis and prediction on the development of chain store business in China.

Q: With the development of economy, the chain operation industry in China has experienced a process of growing from scratch, from small to large. Looking back on the data in 2023, what is the performance of chain operation in China?

Peng Jianzhen:Judging from the latest data released by the National Bureau of Statistics, the overall consumer market is improving. Judging from the development of various formats in the chain industry, different formats have different performances. In 2023, the department store industry ushered in a recovery growth, with an increase of 8.8%; The supermarket industry decreased by 0.4%; Convenience stores, specialty store and specialty stores increased by 7.5%, 4.9% and 14.5% respectively. Generally speaking, the chain operation market is recovering, and different formats have different performances.

At the same time, some new features have appeared in the whole market. Before 2020, the consumer goods industry showed a trend of consumption upgrading. The trend of consumption classification after 2020 is obvious. In the past few years, almost all enterprises that have more accurate positioning of target consumers have achieved outstanding business performance.

Q: People’s demand for fast and convenient consumption methods is increasing, which provides opportunities for the development of chain enterprises. Based on the performance in 2023, please predict the development of chain operation in China in 2024.

Peng Jianzhen:In 2024, the general trend of consumption classification will continue. At the same time, there are new opportunities in the retail market. Take instant retailing as an example. Instant retailing is the cooperation between e-commerce platform and offline entities. In the past two years, instant retailing has developed rapidly. When consumers place an order on the online platform of instant retail, they can get the goods in about 30 minutes at the earliest. Behind the birth of this format is the change in people’s consumption patterns.

In the past few years, instant retailing has grown at a rate of more than 50% every year. Now the market scale has reached about 800 billion yuan, and will soon reach the trillion level.

With the change of people’s consumption lifestyle, new formats will have great opportunities for development. In addition, in addition to material consumption, spiritual consumption in the future is also the main point to pay attention to, such as concerts, cultural performances, sports leagues and so on. There is still a lot of room for excavation in this area.

Q: 2024 is full of opportunities and challenges for chain enterprises and brands. What should we do in 2024? Please give some development suggestions to the enterprise from a professional perspective.

Peng Jianzhen:In 2023, overall, regional retail enterprises performed better than national enterprises, and FMCG brands performed slightly better than retail terminal channel enterprises. Based on the existing trends, we also give some suggestions for the development of enterprises in 2024.

Twenty years ago, most enterprises would focus on expansion. In the past two years, the association has observed that more and more enterprises have gradually shifted their focus to internal cultivation. Take Shangchao as an example. When Shangchao surpasses, it will focus on staking and occupying the market. But now we will pay great attention to the construction of commodity power. Department stores and shopping centers are no exception. In the past, the focus was on attracting investment and introducing good brands, but since last year, special attention has been paid to the in-depth operation with brands and how to serve the consumer groups well. In addition, the deep cooperation between retailers and consumer goods enterprises is also strengthening. Through customized brands and own brands, they can jointly improve their operational capabilities and better serve the target consumers. It is suggested that enterprises can follow up from these aspects.

From the perspective of industry observers, when enterprises develop rapidly, decision-making is relatively simple. Because as long as the performance increases, many problems can be covered up. But now enterprises have gradually realized this and paid more and more attention to scientific decision-making. The so-called scientific decision-making is the basis of making decisions with numbers, and reducing costs and increasing efficiency through digital means. In this respect, the power invested by enterprises is gradually increasing. It is suggested that enterprises can learn from the cases of excellent enterprises, and help enterprises to make judgments through scientific decision-making, so that every step can be practical.

Q: The development of the whole chain operation industry is inseparable from the joint efforts of the government, associations and enterprises. What are the key work directions of China Chain Store & Franchise Association in 2024, and what benefits will these work bring to the industry?

Peng Jianzhen:China Chain Store has made a plan for the work in 2024, specifically in the following aspects.

First, focus on promoting the ecological cooperation between retailers and brands, retailers and consumer goods enterprises. Retailers and consumer goods enterprises are not only buying and selling, but more importantly, ecological cooperation. This cooperative relationship needs to create value for consumers by studying consumers and building commodity power. The association will then advocate enterprises to do this work.

Second, pay attention to the construction of commercial civilization. In the chain operation format, most enterprises that have done well have established modern enterprise systems. Enterprise internal governance is relatively transparent, in line with the modern enterprise system. In the past, China retail enterprises paid more attention to "home" culture, loyalty and winning the battle, which was very important. At the same time, it is essential to improve the modern enterprise system, which can help enterprises to make a qualitative leap. The association hopes that the construction of commercial civilization will bring new development impetus to chain enterprises.

Third, strengthen international exchanges. For domestic enterprises, going to sea is a great opportunity. Many tea and catering enterprises in China have developed well in Southeast Asia, Europe and America, and achieved good results overseas. In particular, China has been at the forefront in the exploration of digitalization in the past few years, and the international market has recognized the digital application of retail business scenes in China. On the one hand, the association will help enterprises connect with overseas resources and encourage them to find more growth in the international market; On the other hand, it is to promote international cooperation, because China retail enterprises have explored more online and offline business models, and many foreign enterprises have come to China to study and study. In addition to helping enterprises learn better overseas experience, the association will also introduce China’s excellent business model to overseas counterparts.

Fourth, ESG construction will be taken to a new level. ESG is a key indicator of enterprise development. Many enterprises simply interpret ESG as corporate social responsibility. In fact, ESG’s scoring system reflects whether the whole enterprise can develop sustainably in the long run. At the same time, if ESG scores high, it will also get the attention of many investment institutions. The association will promote the industry to pay attention to ESG together and improve the overall ESG level.

Q: The retail industry in China has developed rapidly in recent 30 years. Influenced by social environment, culture and history, China’s retail industry presents different characteristics in the world retail industry, and its development situation also shows obvious differences. Please talk about the characteristics of the development of China’s retail industry and make suggestions for the future development of China’s retail industry.

Peng Jianzhen:Generally speaking, the current situation of China’s retail industry is similar to that of the United States at a certain stage in its history. From 1945 to 1979, the economy of the United States grew rapidly, from about $100 billion to $2.6 trillion. During this period, American business consumption showed an overall upgrading trend, and China was similar to it before 2019. Then, from 1980 to 2010, there was a consumption classification in the American market. For example, supermarkets such as Costco appeared during this period, and many boutique supermarkets and organic supermarkets were gradually born. This process also appeared in China at this stage.

The overall trend is similar, but the difference is that the United States has a trend of consumption classification since the 1980 s. At the same time of consumption classification, enterprises have achieved differentiated development and provided targeted services according to different target customers. Enterprises have a very obvious "label" in consumers’ minds, which is based on the establishment of consumers’ minds. However, around 2012, China’s retail industry encountered the rapid rise of e-commerce before it had time to complete the expansion from scale to differentiation, which disrupted the development process of offline retail industry. The first challenge facing Shangchao is the decline in passenger flow. Offline enterprises are beginning to do omni-channel, hoping to open up online and offline through online business and retain passenger flow. But the reality is that offline customers are still on a downward trend, because it is difficult for offline enterprises to get through online and offline; Therefore, before and after 2016, enterprises began to try to digitize, and only after the underlying digital foundation was completed can they hope to get through online and offline business. Generally speaking, from 2012 to 2020, China’s retail industry has invested in omni-channel and digitalization. During this period, the commodity power of enterprises has not been well improved, the differentiation of enterprises has not been formed, and the positioning and image in the eyes of consumers are not prominent. That is to say, the basic capacity building of enterprises is not enough, and they have not established their own "labels" in the eyes of consumers and failed to establish their own moat.

Based on this situation, it is suggested that enterprises "make up lessons" from the following three aspects. First, strengthen scientific decision-making, only scientific decision-making can enable enterprises to achieve scientific operation on a certain scale; Second, in order to have a deeper insight into consumers, we must find and focus on target consumers and clarify the positioning of enterprises; Third, improve the modern enterprise system. In the past, enterprises usually only used the "home" culture to gather strength. On this basis, a perfect modern enterprise system can make enterprises develop sustainably in the long run. In the future, from these three aspects, the retail enterprises in China will have a strong vitality in generate.