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　　Source: May 27, 2023, Outlook 22, 2023

　　◇ As a distinctive character, being brave in self-revolution stems from the party’s nature and purpose, and runs through the party’s history; As a kind of political consciousness, being brave in self-revolution is a kind of courage and consciousness that dares to cut the blade inward and self-destruct, which is the fundamental reason why the Communist Party of China (CPC) has always been able to maintain and stimulate its vitality.

　　◇General Secretary Supreme Leader’s important exposition on the Party’s self-revolution has profound ideological connotation and great value of the times, and profoundly reveals the Communist Party of China (CPC)’s political consciousness.

　　◇进入新时代，我们党探索出了一条长期执政条件下依靠自我革命跳出历史周期率的有效途径

　　◇在最高领袖总书记关于党的自我革命重要论述的指引下，新时代全面从严治党取得历史性、开创性成就，产生全方位、深层次影响，推进新时代党的自我革命积累了宝贵经验

　　文 | 董振瑞

1月9日，中共中央总书记、国家主席、中央军委主席最高领袖在中国共产党第二十届中央纪律检查委员会第二次全体会议上发表重要讲话 张领摄 / 本刊

　　强大的政党是在自我革命中锻造出来的。勇于自我革命，既是中国共产党百年奋斗培育的鲜明品格，又是中国共产党代以相承的政治自觉，是中国共产党永葆青春活力的强大支撑。

　　党的十八大以来，最高领袖总书记站在党和国家事业发展的全局高度，从历史和现实、理论和实际的结合上，围绕党的自我革命发表了一系列重要论述。这一系列重要论述，思想深刻、内容厚重，不仅深刻回答新时代党的自我革命的提出背景、丰富内涵及实践要求等一系列重大问题，还深刻揭示了勇于自我革命是中国共产党人的政治自觉，具有很强的政治性、理论性、指导性。

　　It is of great significance for the whole party to deeply understand the decisive significance of "two establishment", strengthen "four consciousnesses", strengthen "four self-confidences" and achieve "two maintenance", further strengthen and carry forward the political consciousness of being brave in self-revolution, focus on solving the outstanding problems existing in the party itself, and continuously enhance the party’s self-purification, self-improvement, self-innovation and self-improvement ability.

　　The Party’s Self-Revolution in the New Era: Theory, History and Reality

　　As a distinctive character, the courage of self-revolution stems from the nature and purpose of the party and runs through the whole history of the party; As a kind of political consciousness, being brave in self-revolution is also a kind of courage and consciousness that dares to cut the blade inward and self-destruct, which is the fundamental reason why the Communist Party of China (CPC) can always walk in the forefront of the times, become the backbone of the people of China and the Chinese nation, and always maintain and stimulate its own vitality.

　　"Self-revolution" is a concept with specific connotation, which shines with the innovation of the Party’s theory and practice in the new era. On May 5, 2015, the General Secretary of the Supreme Leader pointed out in his speech at the 12th meeting of the Central Leading Group for Comprehensively Deepening Reform that "we should be brave in self-revolution, dare to face up to problems and jointly do a good job in comprehensively deepening reform." Since then, on several important occasions, the General Secretary of the Supreme Leader has repeatedly expounded the theoretical connotation and practical requirements of "self-revolution" to enrich and develop it.

　　The proposal of "self-revolution" has a profound background of the times and embodies the high unity of theoretical logic, historical logic and realistic logic.

　　Marxist theory of party building is the theoretical basis of self-revolution. Advanced nature and purity are the essential attributes of Marxist political parties. The General Secretary of the Supreme Leader pointed out that "our Party has inherited and developed the Marxist theory of party building, and has formed rich ideological achievements about the party’s self-revolution". The Communist Party of China (CPC) is a political party armed with Marxism, which is the fundamental guiding ideology for building the party and the country. It is the fundamental difference between Marxist political parties and other political parties to always be with the people and fight for their interests. In other words, the courage and consciousness of Marxist political parties to carry out self-revolution are determined by their advanced nature, and their characteristics are also innate. For more than 100 years, the party has always adhered to the fundamental purpose of serving the people wholeheartedly and devoted itself to the great cause of national rejuvenation without daring to slack off. As a Marxist political party, the Communist Party of China (CPC) has no special interests of its own, and never represents the interests of any interest group, any power group or any privileged class. This is the theoretical basis of self-revolution, and it is also the source of the Communist Party of China (CPC)’s courage and confidence in self-revolution.

　　Chinese excellent traditional culture has given rich cultural nourishment to the proposal of self-revolution. General Secretary of the Supreme Leader pointed out: "We must never abandon the excellent cultural traditions of the Chinese nation. On the contrary, we must inherit and carry forward them well, because this is our nation’s ‘ Root ’ And ‘ Soul ’ , lost this ‘ Root ’ And ‘ Soul ’ There is no foundation. " Since ancient times, the Chinese nation has been a brave and enterprising nation, and the concepts of "reform for strength", "innovation" and "self-improvement" have always been important treasures of Chinese excellent traditional culture. From the Book of Changes, "Heaven and Earth are transformed into four seasons, and the Tang-Wu Revolution, according to the nature, depends on people" to the Book of Rites, "If you are new, you will be new every day, and you will be new again", many Tessa famous sayings throughout the ages all reflect the admiration and attention to the revolutionary ideas and self-improvement consciousness. Today, our party emphasizes a series of important requirements, such as "self-revolution", "strike while the iron is hot", "get rid of the old and innovate" and "keep the right and innovate". From a historical perspective,All of them have the same cultural origin as those excellent Chinese traditional cultures that have lasted for thousands of years. Chinese excellent traditional culture is one of the cultural sources put forward by the self-revolution.

　　Self-revolution is an important historical experience of the Communist Party of China (CPC)’s century-long struggle. For more than 100 years, one of the important historical experiences of the Communist Party of China (CPC) is that it has been able to step by step from weak to strong, from small to large, to be reborn again and again, to save the people from fire and water, to help the people in distress, and to unite and lead the people to create great achievements that are shining in history today. The Central Committee of the Communist Party of China’s Resolution on the Great Achievements and Historical Experience of the Party’s Centennial Struggle pointed out in a comprehensive summary of the historical experience of the Communist Party of China (CPC)’s Centennial Struggle: "The party is more energetic after a hundred years of vicissitudes, and its mystery lies in always upholding the truth and correcting mistakes. The greatness of the party lies not in not making mistakes, but in never being afraid of medical treatment, actively carrying out criticism and self-criticism, daring to face problems directly and being brave in self-revolution. " This generalization not only makes it clear that self-revolution is an important crystallization of the historical experience of the party’s struggle for a hundred years, but also deeply summarizes the secret of why the party can jump out of the historical cycle rate of the rise and fall of chaos and become more energetic after a hundred years of vicissitudes.

　　Self-revolution is an inevitable requirement for building a socialist modern country and promoting the great rejuvenation of the Chinese nation in an all-round way. The General Secretary of the Supreme Leader pointed out: "We should stand at the height of the long-term governance of the party, the long-term stability of the country and the happiness and well-being of the people, regard the comprehensive and strict management of the party as the party’s long-term strategy and eternal topic, always adhere to the problem orientation, maintain strategic strength, carry forward the thorough spirit of self-revolution, always blow the bugle, stick to the strict tone, strict measures and strict atmosphere for a long time, and carry out the party’s great self-revolution to the end." The key to building a socialist modern country in an all-round way and promoting the great rejuvenation of the Chinese nation lies in the party. At present, the world has entered a new period of turbulence and change, and China’s development has entered a period in which strategic opportunities and risk challenges coexist and uncertainties and unpredictable factors increase. Specific to the party’s own construction, after ten years of firm efforts, we have made remarkable achievements in strictly administering the party in an all-round way. However, some deep-seated problems within the party have not been fundamentally solved, and there is always the possibility that some old problems will rebound. If we relax a little, it will revive, new problems will continue to emerge, and the "four major tests" and "four dangers" will exist for a long time. As the largest Marxist ruling party in the world, our party must always win the support of the people and consolidate its long-term ruling position, and must always remain sober and firm in solving the unique problems of the big party. Comrades of the whole party should always maintain the spirit of self-revolution,Strengthen the political consciousness of strictly administering the Party in an all-round way, and comprehensively promote the Party’s self-purification, self-improvement, self-innovation and self-improvement, so that our Party will stick to its original mission and always become the strong leadership core of Socialism with Chinese characteristics’s cause.

　　The Rich Connotation of the Party’s Self-revolution in the New Era: Keeping the Right, Reforming the Old and Innovating the New.

　　General Secretary Supreme Leader’s important exposition on the Party’s self-revolution has profound ideological connotation and great value of the times, and profoundly reveals the Communist Party of China (CPC)’s political consciousness.

　　"Being brave in self-revolution is the most distinctive character of our party and the greatest advantage of our party." On February 13th, 2017, General Secretary of the Supreme Leader focused on expounding the profound connotation of "self-revolution" at the seminar on studying and implementing the spirit of the Sixth Plenary Session of the 18th CPC Central Committee for leading cadres at the provincial and ministerial levels, and clearly stated: "This ability is not only a remarkable sign that our party is different from other political parties in the world, but also an important reason for our party’s long-lasting prosperity." This is a major conclusion. This assertion profoundly reveals the Communist Party of China (CPC)’s distinctive spiritual character and political consciousness, which is different from other political parties. It is not only a profound grasp of the party’s nature, purpose and initial mission, but also a comprehensive summary of the party’s political character and historical experience, vividly embodying the inevitable requirement for our party to maintain its advanced nature and purity forever.

　　The nature and purpose of the party and its initial mission determine that the party has the courage and consciousness of self-revolution, can examine itself from the fundamental interests of the people, can always put the interests of the people at the highest position, and "seek the root and profit" for the people; The party’s political character and historical experience profoundly reflect that in the face of twists and turns and mistakes on the road ahead and contradictions and problems existing in the party, the Communist Party of China (CPC) never hides his shortcomings, evades problems and glosses over what is wrong. Instead, he dares to find out the reasons with the courage of cutting edge inward, overcome shortcomings with shortcomings, solve problems with problems, admit and correct mistakes with mistakes, and constantly learn lessons, grow wisdom and grow stronger in the process.

　　"To carry out the great social revolution of Socialism with Chinese characteristics in the new era, our party must be brave in self-revolution." General Secretary of the Supreme Leader pointed out, "Our party is the largest political party in the world established under the guidance of Marxist theory of party building and in accordance with the principle of democratic centralism. It has been in power for a long time in the most populous country in the world, with a long history, a large number of people and a large scale. It not only has great advantages in doing great things and building great achievements, but also faces special problems in governing the party and the country." The Communist Party of China (CPC) is the largest Marxist ruling party in the world, and no external force can bring us down. Only ourselves can bring us down. It is not easy to manage such a big party, especially to build such a big party into a strong Marxist ruling party. In the face of the new changes in the domestic and international situation and the new development of practice, whether there is a strong spirit of self-revolution, whether there is an excellent quality of self-purification, and whether there is a persistent struggle against its own problems and mistakes have become the key factors that determine the success or failure of the party. On the way to achieve the goal of the second century, if our party wants to consolidate its long-term ruling position and always win the heartfelt support of the people, it must profoundly realize that the party’s self-revolution is always on the road, unswervingly push forward the party’s great self-revolution, lead the great social revolution with the great self-revolution, and constantly write a new chapter in upholding and developing Socialism with Chinese characteristics in the new era.

　　"Only by striving to achieve self-leapfrogging through innovation and innovation, can we continuously inject vitality into the cause of the party and the people." The General Secretary of the Supreme Leader pointed out, "We must adhere to the unity of integrity and innovation, adhere to the party’s nature, purpose, ideals and beliefs, and unshakable initial mission. At the same time, we must solve various contradictions and problems existing in the party with new ideas, ideas, methods and means, and constantly improve the effectiveness of self-revolution." It is emphasized that "we should strive for a breakthrough in self-innovation" and "constantly open up the future through innovation". These important expositions profoundly reveal the meaning of the self-revolution around several key words such as "keeping the right", "reforming the old" and "innovating".

　　"Upholding integrity" means adhering to the party’s nature and purpose, ideals and beliefs, and unshakable initial mission, showing great virtue, strict public morality, keeping private morality, emphasizing conduct, integrity, and nurturing the heart, so as to stand on faith, personality, and hard work; "Renovating the past" means constantly purifying the Party’s ranks by filtering impurities, removing toxins and removing cancer, and constantly eliminating all aspects of institutional and institutional drawbacks that hinder development; "Innovation" means to solve all kinds of contradictions and problems in the Party with new ideas, ideas, methods and means, to build and temper ourselves with the spirit of self-revolution, and to continuously enhance the Party’s ability of self-purification, self-improvement, self-innovation and self-improvement. These contents have greatly deepened our understanding of the Party’s self-revolution in the new era.

　　"Corruption is the biggest threat facing the party, and resolutely preventing corruption is a major political task that the party must grasp for a long time in its self-revolution." General Secretary of the Supreme Leader pointed out: "Facing the long-standing ‘ Four major tests ’ 、‘ Four kinds of dangers ’ Solving the unique problems of the big party is bound to be a long and arduous process, which determines that strictly administering the party in an all-round way is always on the road, and the party’s self-revolution is always on the road. " Popular support is the greatest politics and the most precious resource for the party’s leadership and governance. Since the 18th National Congress of the Communist Party of China, the CPC Central Committee, with the Supreme Leader as the core, has pushed forward the comprehensive and strict administration of the Party, insisted that we must strike while the iron is hot, and launched an unprecedented anti-corruption struggle. With the mission of "offending thousands of people and not bearing 1.4 billion", it has taken on the task of eliminating the disease and controlling the chaos, not daring to rot, not wanting to rot, and advancing in an integrated way. The anti-corruption struggle has been overwhelmed by the multi-pronged approach of "fighting tigers" "catching flies" and "hunting foxes". However, we must also be soberly aware that as long as there are soil and conditions for corruption, corruption will not be eradicated and our anti-corruption struggle will not stop; We must always maintain the spirit of self-revolution, adhere to the strategic policy of strictly administering the party in an all-round way, and regard anti-corruption as a major political task that the party must do well in its self-revolution for a long time.Unswervingly carry out the building of a clean and honest party style and the fight against corruption to the end.

　　"As long as there is nothing wrong with the Marxist ruling party, there will be no major problems in socialist countries, and we will be able to jump out of ‘ Its prosperity is also rich, and its death is also sudden ’ Historical cycle rate. " Our party attaches great importance to the exploration of historical cycle rate. More than 70 years ago, Comrade Mao Zedong lived in Yan ‘an, and gave the first answer in the famous "Cave Pair": "Only when the people supervise the government, will the government dare not relax". More than 70 years later, General Secretary of the Supreme Leader comprehensively summed up the party’s century-long struggle, especially the new practice since the 18th CPC National Congress, and gave the second answer: "This is self-revolution." From "cave-dwelling pair" to "self-revolution", it reflects not only the Communist Party of China (CPC) people’s consistent historical responsibility and political consciousness for the future of the country and the nation, but also the Communist Party of China (CPC) people’s ideological development process of exploring this important issue.

　　Entering the new era, our party has explored an effective way to jump out of the historical cycle rate by relying on self-revolution under the condition of long-term governance. The successful exploration of this road has not only cracked the fate of the cycle rate of the dynasty regime in China’s history, but also creatively answered the important questions of how Marxist political parties can keep their advanced nature and purity under the long-term ruling conditions, and always remain unchanged, unchanged and unchanged, which is of great historical significance.

　　The "new realm" of the party s self-revolution in the new era;

　　Valuable experience and great significance

　　General Secretary of the Supreme Leader pointed out: "Strictly administering the Party in an all-round way is the great practice of the Party’s self-revolution in the new era, which has opened up a new realm of the Party’s self-revolution in the past century." Since the 18th National Congress of the Communist Party of China, the CPC Central Committee with the Supreme Leader as the core has put "strictly administering the Party in an all-round way" into the "four-round" strategic layout, played a set of "combination boxing" of self-revolution, formed a set of institutional norms for the Party’s self-purification, self-improvement, self-innovation and self-improvement, created a new realm of the Party’s self-revolution in the new era, and vividly practiced the Communist Party of China (CPC)’s political consciousness.

　　The valuable experience accumulated in promoting the party’s self-revolution in the new era. Under the guidance of the important exposition of the Supreme Leader’s General Secretary on the Party’s self-revolution, the new era has made historic and pioneering achievements in comprehensively and strictly administering the Party, which has produced all-round and deep-seated influence, and accumulated valuable experience in promoting the Party’s self-revolution in the new era.

　　On January 18, 2022, at the Sixth Plenary Session of the 19th Central Commission for Discipline Inspection, General Secretary of the Supreme Leader pointed out that we must adhere to the party’s political construction as the guide and adhere to the fundamental political direction of self-revolution; We must persist in taking ideological construction as the party’s basic construction and temper the sharp ideological weapon of self-revolution; We must resolutely implement the spirit of the eight central regulations, strictly discipline put in order’s style of work, and enrich effective ways of self-revolution; We must persist in fighting corruption and punishing evil with thunder, and fight a tough battle and a protracted war of self-revolution; We must persist in strengthening the political function and organizational cohesion of party organizations and forge a cadre team that dares to be good at struggle and self-revolution; We must persist in building a system of self-purification, self-improvement, self-innovation and self-improvement to provide institutional guarantee for promoting the great self-revolution.

　　In his speech, General Secretary of the Supreme Leader expounded the relationship between the comprehensive and strict administration of the Party and self-revolution, and profoundly summarized the successful practice and valuable experience of the Party’s self-revolution in the new era.

　　The great practical guiding significance of the important exposition of the supreme leader general secretary on the party’s self-revolution. Practice has proved that General Secretary Supreme Leader’s important exposition on the Party’s self-revolution is a systematic and scientific theoretical system, which has great practical guiding significance for the whole party to study and implement Supreme Leader’s Socialism with Chinese characteristics Thought in the new era, promote the Party’s governance and self-construction in the new era, and realize the long-term stability of the country and the Party’s long-term governance.

　　Theoretically speaking, this series of important expositions is based on the great practice of the Party’s self-revolution in the new era, and condenses a series of new understandings and practices, which not only further enriches and deepens our understanding of the Marxist theory of party building, but also provides a fundamental basis for adhering to the nature and purpose of the Party and maintaining its youthful vitality under the new era conditions.

　　Practically speaking, this series of important expositions has raised the party’s self-revolution and self-innovation to a new height, and promoted the continuous development of comprehensively and strictly administering the party, marking and shaping the distinctive characteristics of the party’s governance in the new era.

　　Historically speaking, this series of important expositions have reached a new height in understanding the regularity of what kind of Marxist political party to be in power for a long time and how to build it, deepened the understanding that the party must always maintain its advanced nature and purity in terms of the rich connotation and practical requirements of self-revolution, and made original contributions to enriching and developing the Marxist theory of party building.

　　(Author: the Central Committee of the Communist Party of China Institute of Party History and Literature)

　　　　　　 CCTV News:From August 5 to 7, the Intermediate People’s Court of Yancheng City, Jiangsu Province and seven grass-roots people’s courts under its jurisdiction, such as Xiangshui, Sheyang and Binhai, held a first-instance public hearing on a series of criminal cases involved in the "March 21" extraordinarily serious explosion accident of Jiangsu Xiangshui Tianjiayi Chemical Co., Ltd.

　　　　　　 On March 21, 2019, Tianjiayi Chemical Co., Ltd., located in Xiangshui Eco-chemical Park, Yancheng City, Jiangsu Province, had a particularly serious explosion accident, resulting in 78 deaths, 76 serious injuries and 640 hospitalizations, with a direct economic loss of 1,986,350,700 yuan. The accident involved 22 criminal cases, 7 defendant units and 53 defendants.

　　　　　　 The public prosecutor accused the defendant Jiangsu Nijiaxiang Group Co., Ltd. and Tianjiayi Company of illegally storing dangerous substances, endangering public safety, and the circumstances were serious. Two defendants, including Wu Yuezhong and Ni Chengliang, directly responsible for the defendant Nijiaxiang Group and the group, and seven defendants, including Zhang Qinyue, directly responsible for Tianjiayi Company and other directly responsible personnel, and Zhang Huide, the defendant who helped Tianjiayi Company illegally store dangerous substances, Criminal responsibility should be investigated for the crime of illegally storing dangerous substances. The defendant Nijiaxiang Group, Tianjiayi Company and defendant Zhang Huide are joint criminals, among which Nijiaxiang Group, Zhang Qinyue, Wu Yuezhong and Ni Chengliang are the principal offenders, and the other seven defendants are accomplices. Tianjiayi Company illegally disposed of hazardous waste, which polluted the environment, and the consequences were particularly serious. The five defendants, including Zhang Qinyue, the person in charge directly responsible for the company and other directly responsible personnel, should be investigated for criminal responsibility for the crime of environmental pollution. Defendant Zhang Qinyue, as the directly responsible person in charge of Tianjiayi Company, paid bribes to seek illegitimate interests of his unit. If the circumstances are serious, he should also be investigated for criminal responsibility for bribery by his unit, and the related defendants should be punished for several crimes according to law.

　　　　　　 The public prosecution agency also accused six defendants of constituting a major labor safety accident, six defendant units and 22 defendants respectively constituted the crime of providing false certification documents and the crime of issuing major inaccurate certification documents, and 15 public officials of state organs respectively constituted the crime of dereliction of duty and the crime of accepting bribes.

　　　　　　 During the trial, the public prosecutor expressed his opinions on public prosecution in court, and presented evidence for various criminal facts. The litigation representative of the defendant unit, the defendant and his defender fully expressed their defense opinions, and most of the defendants pleaded guilty and repented in court. Deputies to the National People’s Congress, CPPCC members, representatives of government agencies and units, some accident victims and representatives of the masses attended the trial. This series of cases will be pronounced on an elective basis.

For us now, eating is no longer a simple matter of filling our stomachs. We have higher requirements in many aspects of eating. It is in such a big environment that various types of online celebrity restaurants take advantage of the trend, and how to create a online celebrity food?

As the saying goes, food is the most important thing for the people. In recent years, eating this thing is no longer a simple way to fill one’s stomach and satisfy one’s greed, but a manifestation of identity and the pursuit of a higher quality of life. It has become a daily life for young people to chase online celebrity restaurants and online celebrity food. I believe that there are many girlfriends around you who are under the banner of "eating goods" and have not planted less grass in online celebrity restaurant. They often go to the restaurant to encourage you to eat, but they don’t eat much by themselves, and they are extremely thin when taking pictures.

Are you a foodie? Have you eaten all the following online celebrity foods from 2017 to the recent fire?

The prototype of dirty bread is in Japan, and it is already an old bread category called chocolate. After eating, the mouth and hands will be stained with chocolate and become "dirty", hence the name "dirty bag", and online celebrity is full of momentum! Thick chocolate powder is wrapped around the horn of Kesong, and then covered with a layer of chocolate sauce. It is moist and chewy inside, and it is full of chocolate flavor in one bite, crisp outside and tender inside!

When the dirty bag caught fire, even the stars joined the ranks of getting dirty, and the host Du Haitao showed the appearance of eating dirty bags in Weibo.

"Hi Tea HEYTEA" is a brand founded in 2012, and its popularity has been in the past two years. In 2015, because the original trademark "Huangcha" could not be registered, it was renamed "Xicha".

How hot is tea?

When it was also called imperial tea, there were more than 2,000 fake imperial teas in less than a year after opening the first store in Shenzhen. After the Spring Festival in 2017, Xicha opened its first store in Shanghai, instantly detonating hundreds of people’s queues for several hours, and selling nearly 4,000 cups every day. This is already the fiftieth store of Nie Yunchen, the founder of Xicha.

His shop has become a local phenomenon and a popular culture. Many people often queue up for more than an hour to drink a cup of tea in his shop.

This product became popular with the broadcast of the debate variety show "Qipa Shuo" produced by Mi Wei Media in Ma Dong. It is said that 30 tons of about 1.2 billion Baba melon seeds were sold in six months. Xu made a high-profile call for TA at the scene of "The Story of Qi Pa", but Degang Guo couldn’t stop.

Its product slogan "Take a bite of shi to calm down" is a popular phrase among young people nowadays, which is directly aimed at the young people’s market.

Miwei Media’s "Miwei Commissary" has launched many kinds of snacks, such as Baba melon seeds, "awesome" series of popcorn and French fries, which are essentially realized by using big IP business. These products have spent a lot of thought on packaging design, and with the help of variety shows and celebrities, they are sold at a much higher price than similar products, and the sales volume is also very good. How is the taste? It is not very good to evaluate. As for the connection between melon seeds and Baba, where is it? Experience it for yourself.

Taier pickled fish is a catering brand that was born in Guangzhou in 2015. Although it was established for a short time, its expansion speed is overwhelming. The author is in Shenzhen, and I have never heard of this brand, but I have been Amway by my friends many times, which shows that my reputation is good. And I don’t know when the shopping mall next to my home has opened this online celebrity restaurant, so I tried it once.

Personally, I feel that their pickled fish is above average, and it is not delicious. However, I was deeply impressed with this store because of its individual "crowding out customers" clauses.

For example, the clause of "No reception in our shop on Friday":

1. Eating only plays with mobile phones;
2. More than four people from the same trade enter the store;
3. Say that our fish is not delicious;
4. Wechat red envelopes can only be robbed;
5. The temper is even worse than that of the manager.

None of these five types of guests are accepted.

The main visual design of storefront decoration is comic style, which has strong visual impact. Unique way of serving-when serving pickled fish, the younger brother will shout loudly: Here comes your pickled fish! This unique experience has made me fascinated by this store.

There are quite a few online celebrity foods listed above, such as turkey noodles, blue Pepsi-Cola, self-heating hot pot, towel rolls, and master Bao’s meat floss and Beckham. If you are curious and haven’t eaten yet, it’s better to search first and then try it.

La ku ni de turkey noodles

There are many foodies around me, and I am often planted with some online celebrity restaurants. Except some of them are run by stars and have halo effect, I find that they all have their own characteristics without exception. The popularity of these foods is not simply to follow the trend, but that they do have some extraordinary things.

The memory point here is not only high in value, but can be remembered or described by you at once. Of course, it is good to have a high face value, but ugliness is not necessarily an eye-catching trait. Just like now, the description of atypical male stars is not "handsome", but "ugly handsome".

The taste of the dirty bag may not be so special, but its memory is very good-it pastes your face when you eat it and can be directly seen by others. At the same time, "dirty" was originally the natural enemy of food, but here is the name of food. This contrast has captured the minds of consumers and made dirty bags a special existence.

As mentioned above, it is also a memory point to shout when serving fish with Chinese sauerkraut. The name of Baba melon seeds and slogan are also memory points.

Products are just like people, no matter whether they are beautiful, ugly, fat, thin or tall, they are easy to remember with a distinctive feature. What they fear most is mediocrity, and they can’t say what is good or bad.

The cheapest food in online celebrity listed in the first part is dirty bread. I don’t know if dirty bread is more expensive than other breads. However, the unit price of the other three online celebrity foods is not low.

The per capita price of hi-tea is around 22-23 yuan, which is much higher than that of "COCO" in 10 yuan and a little in 14 yuan. Needless to say, Baba melon seeds, ordinary melon seeds with a canned package immediately turned gorgeous, 69 yuan two boxes. Usually, 10 pieces of melon seeds a pound are considered as super good quality. Two boxes of melon seeds add up to 440g to sell this price, so it’s sentimental to eat.

At that time, when I was eating fish with Chinese sauerkraut, I ordered a large portion, and I also ordered a brown sugar Zanba and a bowl of noodles. There were three people, with an average of 83 yuan per person. Although it is a large portion, the plate for fish is indeed large enough, but the weight is average, and this price is more expensive than ordinary pickled fish.

Don’t underestimate the purchasing power of consumers and the liquidity of fan loyalty. What you sell is a brand premium. The more expensive it is, the more people will buy it.

"It must be delicious to have so many people waiting in line."

Whether you are a street snack or a store in a shopping mall, the biggest feature of online celebrity food is queuing. At that time, it was very exaggerated to queue up for 7 hours to drink the tea. When it is very hot, the queue is about 2 hours, but it is also very long.

I have experienced Taier fish with Chinese sauerkraut, and its store has never been out of line. Perhaps because there is a rule that "more than four people in the same trade enter the store", it is even more popular.

Dirty bags and Baba melon seeds were once sold out of stock.

The news about hi-tea is almost never broken. For a while, it is said that it is delicious, and for a while, it is said that it hires people to queue up. You rarely see it hard and wide, but the investment in social media and cross-border cooperation has not been less.

For example, in the cooperation between Xicha and W Hotel, they launched a series of jointly designed products, such as handbags, luggage tags, gift boxes and wine mixers. In addition, during the cooperation period, you can get two cups of hi-tea by staying in any room of Guangzhou W Hotel and calling the inspiration line.

Moreover, Guan Wei, who likes tea, is very good at finding some topics related to young people to interact with. After the interaction, he will also give away various peripheral products: bags, postcards, calendars and so on.

For food, delicious is the foundation of everything. I don’t know when, there was such a trend, and the products were terrible to eat, but as long as there is Internet thinking and high value, it seems that a concept of packaging can earn a lot of money.

For example, Huang Taiji Pancakes, once valued at 40 million yuan, was a sensation. It is said that no one who has eaten it thinks it is delicious, which is far worse than the pancake fruit on the street.

Whether it is food or other products, good products are king.

Tea-loving milk-covered tea is not good to drink. What’s the use of calling yourself the initiator of cheese-covered tea?

Word-of-mouth effect is limited, reaching the extreme, and it may be useless to spend any marketing expenses. When it is time to test the product, consumers will not be soft-hearted, and bad taste is bad. How long does a product without repeat customers last?

Looking at more categories seems to give consumers more choices, but sometimes it is not necessarily a good thing. Because Chinese food is difficult to standardize, the more categories, the more difficult it is to operate, so many online celebrity foods usually focus on a single item explosion.

Taier’s signature dish of pickled fish, even if there is only one category of pickled fish, is also polished in the product, and a pickled fish has made eight different spicy degrees. No matter what products you make, many SKUs or single items, it is worth polishing, and products are the most powerful support.

The famous continuous entrepreneur Peng Ying once said:

If in a big city like Beijing, Guangzhou and Shenzhen, the design fee below 200,000 is basically the CEO’s taste, and the design fee above 200,000 basically depends on the designer’s taste.

In the era when beauty is justice, we often tease our sisters that "everything is right when they are beautiful". We all know that we should look at a person not only on the outside, but also on the inside. But appearance is the first level to attract others’ attention. Food can’t talk, and when the value goes up, people will have a chance to taste it.

Huang taiji pancakes mentioned above, although a little put the cart before the horse, have a bad taste, but the store design is very compelling. It is true that there are no repeat customers, and it is definitely no problem to attract people who come for the first time.

Now it seems that everyone is aware of the importance of face value, and the relatively red online celebrity food hardly sees anything that doesn’t pass the mark. Xicha has opened one theme store after another, and the design of the store itself is a landscape. Even if it is not for a cup of tea, the store that likes tea has already become a holy place for selfies. Needless to say, every season, its cup cover and paper bag will be redesigned according to the theme of new products every season.

The face value is high, and the circle of friends is spread again and again. Why not?

Brand personification is not to force a mascot, an identity, and a slogan. These are superficial efforts. The real brand personalization is to master the ability to tell stories, and the stories told are fascinating.

There is a particularly good place in Taier, which moves out of the role of boss and tells the origin of the name "Taier"-

Taier started in a small shop with no door, and was often called stupid and stupid by guests who couldn’t find the entrance. The second boss thought that there was no way, so long as he could be the second pickled fish in the universe, the name of Taier spread.

The word "two" is used in a derogatory sense. The boss is second because he wants to cook pickled fish well, but it is not really "two".

Baba melon seeds and tea show their brand personality through product packaging design. Xicha is a stick figure who drinks tea. He is very playful and lovely. Baba melon seeds are even more brilliant, and people who eat Baba melon seeds have become a part of the brand-wonderful products need you to control them.

Features mean distinguishing from other products, and the brand recognition is distinct. Even though many people make milk-covered tea, you insist on not using creamer and milk-covered powder, and you also have characteristics. In today’s rampant use of food additives, brands that insist on using natural raw materials and ingredients deserve a better brand reputation.

Principles mean having a set of systems that they have identified and will not be easily broken because of changes in the outside world. Is it true that Taier’s series of principles of expelling customers from pickled fish have business to stop?

Not really.

For example: why can’t more than four people receive it? Because:

"Many people eat and play on people, and I don’t remember what I ate in my mouth at all. At most, there are no more than four people, just a few confidants and friends, and you don’t have to steal the show to really taste the delicious pickled fish. In addition, the tables, chairs, lights and even dishes in Taier Store are designed for no more than four people to eat, and many people have a bad experience. "

Including no spicy dishes, no take-away, no joining, etc., are all for quality control, restaurant operation and brand considerations. It is a kind of sincerity to do what you can to provide the best experience for your guests.

Those terms that seem to be unappreciative to consumers are worth adhering to if they are for the quality of products.

There are too many ways of marketing. Some of these online celebrity foods mentioned rely on word-of-mouth marketing; Some rely on new media marketing; Some seem not to do marketing at all; Some just rely on marketing to win, such as: Huang Taiji pancakes.

Take Xicha as an example: As mentioned above, it is very successful in new media marketing, and of course offline marketing is equally unambiguous. Before the opening of the Shanghai branch, many well-known media and platforms in Shanghai were smashed. Buy one and get one free three days before opening, and then carry out secondary communication with the help of the herd effect of queuing and the spontaneous photo printing of consumers.

Including Taier’s refusal to accept more than four people from the same industry to enter the store, raising the threshold for obtaining, and from another perspective, it is also a marketing tool. The principle of selling only 100 fish a day is also to create a sense of scarcity, and there is a special word to describe this marketing method-hunger marketing.

Of course, the premise of all this is that the product must pass the customs, otherwise you will have no chance to play hunger marketing. There are some snacks with excellent products. Because of years of brand accumulation, they have remained prosperous for many years by word of mouth. For example, the resurrected Menghua Street Chaos and A Welsh Onion Sesame Cake were enlarged into online celebrity snacks through the Internet, and even queued up until their legs were soft.

Products are the most powerful support of the brand, and marketing magnifies the influence of the brand. It would be a pity if there are excellent products, but no one cares because of poor marketing. In this era when the fragrance of wine is afraid of the depth of the alley, the importance of marketing is self-evident.

When it comes to service, we have to mention Haidilao. People have made a lot of efforts to make "service" go beyond products and become the first key word to occupy users’ minds. At this time, service will become the longboard of Haidilao. Have you ever thought about whether your product can go on fire forever? What is your product longboard?

Tea shops like Xicha are actually very easy to imitate, so the founders have spent a lot of time and energy cultivating the supply chain.

"Not only insist on direct mining in tea gardens, but also customize and cultivate tea according to market demand. From planting soil to planting methods, personalized transformation will be carried out according to consumer demand, such as Jinfeng, Sijichun, Yanhong, Lvyan and Yunxiang, which did not exist in the market originally, but it took 2-3 years for Xicha to independently develop. In April 2017, Xicha launched the ERP system at the back end of the supply chain, so as to open up the information flow in the supply chain and maximize efficiency. "

High efficiency and low cost establish a healthy profit model, customize the taste according to the needs of consumers, and enhance the stickiness between consumers and brands. These are the barriers to liking tea.

Not only "You can’t learn to fish in the sea", but you may not learn to like tea. Many brands are working hard to consolidate their longboards. For example, Le Kaiser, a local talent in Shenzhen, Aleksanda, a online celebrity ice cream brand with a history of four years, and Frog Laida, who is committed to the standardization process of catering …

It is said that the online celebrity store will not live for three years.

"Miss Zhao’s unequal position, carving the sirloin and Huang Taiji, just three years; Nice to meet you, little pig, parallel imports, two years; A small cage is really lucky, one year; Remicone black cloud ice cream, half a year. Look, faster and faster. "

No matter what product has a life cycle, it seems that once it is labeled as "online celebrity", it is particularly short-lived. Business is not a standardized thing, even copying other people’s methods may not be equally popular. In the early stage of brand development, online celebrity stores often rely on a single longboard strategy to become popular, or a single product explosion, or marketing techniques.

However, as consumers return to rationality and competitors increase, the brand potential will be diluted, and the key to survival at this time will return to the most basic business problems. Whether there is a good product experience, service efficiency, and even the establishment of food safety and talent system.

How long will these former or popular online celebrity brands last? Let time give us the answer.

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

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