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From Specialization to Professionalization, Can Network Anchor Become ＂Line 361＂

　　From disorder to norm

　　China’s webcasting emerged in 2005, and it developed by spurt in 2016. By 2018, the scale of China’s live broadcast industry has exceeded 456 million people, that is, more than half of China netizens have played live broadcast. According to the data of "White Paper on Full-platform Live Broadcasting Industry of Xiaohulu in 2018", the number of new anchors on the whole platform was 1.45 million in 2017, and this number rose to 2.17 million in 2018.

　　The huge market scale has led to mixed anchor groups. In order to attract attention, some anchors do everything they can, from "eel incident" to "live mother taking a bath" to "live drug taking" and "live jumping off a building", the outrageous live broadcast behavior has repeatedly broken the moral and legal bottom line. This shows that live webcasting activities and the behavior of network anchors need to be standardized. To this end, in 2018, the National Office for Combating Pornography, the Ministry of Industry and Information Technology, the Ministry of Public Security and other departments jointly issued the Notice on Strengthening the Management of Webcast Services to strengthen the basic management of the Webcast industry.

　　Under strict control, extreme live broadcast behaviors such as "eel incident" have been greatly reduced, but violations such as "smoking in live broadcast" and "swearing in live broadcast" still occur from time to time. Some of these behaviors are deliberately playing "edge ball", and some are "unintentional actions" caused by the anchor’s lack of understanding of relevant norms.

　　Song Leyong, deputy general manager of Guangming. com, said that since the beginning of 2018, Guangming. com, with the support of the Central Network Information Office, has built a network anchor blacklist database sharing system. Up to now, more than 2,100 anchors have entered this blacklist. "Some are deliberately involved in pornography and drugs driven by interests, but most people who enter the blacklist are ignorant. For example, some people smoke in the live broadcast, and some people swear in the live broadcast. The behavior seems to be indifferent, but once it is blacked out, they will be unable to move on the Internet, and it is difficult to open an online store. "

　　Therefore, it is necessary to educate and train network anchors from the perspective of maintaining the clean cyberspace and the long-term interests of network anchors.

　　In November, 2018, the Network Performance (Live Broadcasting) Branch of China Performance Association held a network performance (live broadcasting) industry training course in Shanghai, which involved the interpretation of policies and regulations, the explanation of law enforcement cases, the special training of anchor literacy, the image and etiquette of live broadcasting, etc. However, the scale was small, and most of the participants were the content audit leaders of the live broadcasting platform and some head anchors.

　　The anchor training that Cool Dog started this time is large in scale, and all anchors on the platform can sign up to participate, and the other is to normalize the training. Huang Xuanting, head of Cool Dog Live Academy, introduced that Cool Dog Live Academy was launched in May 2018. At present, it has developed more than 140 online courses, 30% of which are policies, laws and regulations. The purpose is to teach anchors how to make their live broadcast behavior legal and legal. The effect of the training is obvious. "The anchor who participated in the training has a 67% decrease in behavior violation rate".

　　From Yan value to value

　　Hong Gege, who graduated from the School of Music of Southwest University, used to be a music teacher. Although she has a good musical literacy, she is also very nervous when she first entered the live broadcast industry. She doesn’t know how to face the camera and won’t interact with fans. When she first started the live broadcast, she was "so nervous that her hands would shake".

　　Many new anchors will "learn from the teacher", that is, learn from the old anchor "how to attract fans, how to get more rewards and gifts", etc. It is basically impossible to learn more. Most anchors live in the rivers and lakes and die. As Xie Huan said, there is a strange circle in the live broadcast industry. No matter how popular the anchor is, the popularity cycle is basically 3 to 5 years.

　　Fans’ attention to the anchor is mostly a fresh picture. Once the freshness is over, it is likely to "turn around". The main reason is that everyone can broadcast live with a smart phone, and the content of the live broadcast lacks professionalism, and it has been spinning at the same level for a long time. Many talent anchors have no masterpieces, and fans are prone to aesthetic fatigue. Hong Gege sighed to the reporter, "The professional bottleneck of the anchor is that fans are mobile, and you must constantly improve your talents and live broadcast skills to make fans stable."

　　To improve the professional level of anchors, education and training is an unavoidable process. Cool dog’s training for music anchors is to make efforts in specialization and improve the professionalism of anchors. Huang Xuanting introduced that Cool Dog Live Academy, in conjunction with industry associations and several universities, has developed more than 140 courses for anchors to choose from, 70% of which are professional courses, ranging from basic vocal skills to the use of musical instruments to the explanation of music theory, including video courses and live courses, as well as one-to-one and one-to-many small class training. Each course has different points according to the degree of difficulty. When a certain point is accumulated, the anchor can apply for the exam. After passing the exam, the anchor entered a two-month internship period. During the internship, there are also assessments, including system rating and user rating. When the live content reaches a certain standard and there is "zero violation", it can be officially "graduated" and certified and promoted by the platform.

　　In order to improve the professional level of training, Cool Dog Live Academy hired senior industry experts to offer customized teaching. For example, a vocal music professor from the Berkeley Conservatory of Music in the United States sits in the Cool Dog Live Academy and teaches from singing skills, expression management, emotional expression and other aspects. Lan Tianyang, the vocal consultant of Singer, set up a "Good Voice Training Camp" in Cool Dog Live Academy, trying to solve the problems encountered by the anchor in singing, so as to make the voice by going up one flight of stairs. Hong Gege, who participated in the training, felt that she had gained a lot. With learning how to turn her music skills into a show performance, she completed a gorgeous turn from a music teacher to an anchor in online celebrity, and hoped to write her own songs and be original in the future, so as to go further on the road of specialization.

　　Gao Wenjun, an assistant researcher at the Institute of Sociology, Chinese Academy of Social Sciences, believes that when the platform creates a learning and upgrading space for anchors from the perspective of development, it can not only cultivate more excellent anchors, but also produce better content to attract viewers. In the long run, it can also promote the overall development of the live broadcast industry.

　　From specialization to professionalization

　　It is a very realistic question whether network anchors can stand on a higher stage without the live broadcast room. For the anchor, it means whether it can break through the professional bottleneck and open up a new world.

　　Many network anchors are also trying to develop offline, in order to advance from online celebrity to performing stars. However, after leaving the live broadcast room, it is inevitable that they will not adapt to the professional stage. There was once a online celebrity music anchor with millions of fans who participated in a music program. He stood on the stage and was asked a question related to the basic knowledge of music theory by his tutor, so he was stumped and stopped.

　　From the perspective of the overall environment, the scale of the webcast industry is growing steadily, and the development of the industry is also returning to rationality. It is difficult to have a foothold in the practice of spelling out the value, showing the lower limit and playing the legal edge ball. Behavior not violating the rules is only the foundation. In order to gain long-term vitality, there must be quality content. Therefore, in addition to standardization and specialization, it seems inevitable to promote the professionalization of network anchors, because only professionalism can improve the quality of live broadcast content.

　　Whether network anchor can become a profession has been debated in the industry for years. Pan Yan, secretary general of China Performance Industry Association, said that live broadcast is a tool, and not everyone can become an anchor by using live broadcast. Only when a professional network anchor group appears can it become a new profession. In the future, China Performance Industry Association will provide ability certification services for anchors in need, and at the same time establish a vocational education standard system that can be applied to all platforms.

　　The reality is ahead of the professional identification of network anchors. At present, a number of professional network anchors have appeared on major live broadcast platforms, and many of them have set up teams and developed from online to offline. For example, on the Aauto Quicker live broadcast platform, the Yiren team, represented by online celebrity’s "Boss Sha", gathered a group of network anchors, specializing in shooting funny short videos on rural themes, which gained high popularity and was invited to participate in the filming of the film "Genius Partner". Most of these network anchors are still engaged in other jobs, and webcasting can only be regarded as a part-time job. Only some head anchors put all their energy into the live broadcast and regard the anchor as a profession.

　　This shows that the professionalization of network anchors has a long way to go. Promoting the standardization, specialization and professionalization of network anchors is difficult to achieve only by one or two platforms, but requires the joint efforts of platforms, associations and industry authorities. Huang Xuanting called on more live broadcast platforms to join the training of anchors, empower the industry incubation through talent education and training, and turn the network anchor into the "361st line" that can be the number one scholar at an early date.

　　 (Reporter Han Yeting)

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＂Star Live＂ is underage

Text | Xia Xiaoyu

Edit | Zhang Youfa

Angelabay, an artist, entered the live studio in Tik Tok with the stunt of the first show of live broadcast with goods.

This is 8: 00 pm on July 18th. After that, everything is done step by step according to the rules of bringing goods. When recommending lipstick, she daubs the color test with her arm and writes down the color number. When recommending weighing scale, weigh yourself on the spot; Invite Jing Bo Ran and Bao Wenjing, star friends, to reward each other interactively.

But after the live broadcast, the media are more willing to discuss her less eye-catching data. According to the data monitoring of flying melon, the total sales of this Tik Tok live broadcast "First Show" is about 12,149,400 yuan, which is lower than that of the head e-commerce anchor.

Angelabay live screenshot

If the Internet can remember, everyone will remember that in 2016, Angelababy and 50 online celebrity broadcasted live simultaneously, and sold 10,000 lipsticks in two hours, which turned into more than 1.4 million yuan. In the "Thousand Broadcasting Wars" dominated by shows and games, this live broadcast once triggered the discussion of "live broadcast+e-commerce".

Behind Angelababy’s experience is the change of star live broadcast.

In the embryonic stage of live broadcast, stars were important participants, but when live broadcast e-commerce really became an industry, Viya, Li Jiaqi and Simba were sitting in the live broadcast room. Last year, when the live e-commerce was in full swing, the stars once again poured into the live broadcast room, but the controversy continued.

In this year’s epidemic and multi-platform e-commerce competition, the status of stars in live broadcast has become more important, but what the public is keen to discuss is rollover.

according toPoisonous eyes (WeChat ID: domoredumou)According to incomplete statistics, in 2020, there have been 16 "rollover" accidents in the live broadcast rooms of celebrities, and stars such as Xiao Shenyang, Ye Yixi, Jordan chan and Ceng Zhiwei all overturned their cars. It involves problems such as "low quantity of goods", "fictitious price" and "shoddy".

In the cry of many brands and consumers, the perception of star live broadcast by the industry and ordinary users is gradually biased towards "negative". Some merchants once complained in an interview with 21Tech: "It is simply a fraud to ask the stars to broadcast live now."

After summing up the achievements of stars bringing goods in 2020, poison eyes think that,Most stars can’t carry goods, but they still need stars in the live broadcast room.

Stars are naturally close to brands. In the past, commodities promoted the audience of TV programs to become their own consumers through advertisements, and the stars who spoke for brands were an important bridge connecting commodities and users. After the rise of live e-commerce, the original advertising and endorsement logic faced adjustment, and the relationship between stars, brands and users was also reconstructed in the live broadcast room in 2020.

However, the core of live e-commerce is e-commerce, and the value of stars also needs to be understood according to the rules of e-commerce.

Xiaofeng, the person in charge of the live broadcast of a well-known domestic shoe and clothing brand, told Poison Eye that they would divide the stars into traffic type and goods type. When they need to rush sales, they never trust the gimmick of "a star’s live broadcast debut", but will analyze multiple data and choose the stars who can really bring goods to cooperate.

Looking back at the live broadcast of stars in 2020, these questions are still valuable: what kind of stars can bring goods? What is the relationship between stars and brands in the live broadcast room? If there is more value in the star, how can the live broadcast make use of this influence?

foam

Even with all kinds of beautiful expectations, most stars with aura will quickly become mortal when they enter the live broadcast room.

In August this year, actor Ng Man Tat made his live broadcast debut in Aauto Quicker. Some merchants told the media that they had paid 150,000 yuan for the parking space, but less than 10 orders were sold.

In November, actor Jordan chan sold 9.9 yuan gold bars, and consumers reported receiving plastic pieces; According to the report of "Commercial Street Detective", in the same month, singer Yang Kun brought 1.22 million goods. After the cancellation, the actual sales were only 40,000. The merchant said that the worst thing was that he had put a pile of goods on himself.

Generally, the star anchor has not been able to avoid the problems that online celebrity anchor may encounter when bringing goods;On the contrary, because it is a star anchor, the artillery fire of public opinion supervision will be more fierce.. Nowadays, in the comment area of Aauto Quicker account in Ng Man Tat, some netizens wrote this comment: "Uncle Da, I heard that you only sold 6 bags of rice?"

Although it has been in this field for more than a year, there are very few star anchors with strong cargo power.

In the TOP50 anchor list of the whole network sales in November released by Fat Ball Data, only one star, Michael Chen, ranked 41st; In the October list, only three star anchors, Zhang Ting (27), Lin Yilun (32) and Ji Jie (49), were on the list.

Live broadcast with goods is a brand-new job for stars. Without the protection of the agent, the stars and fans in the live broadcast room lack buffer. The relationship between stars and fans is not communication. Under the mode of selling goods, the relationship between them becomes more complicated.

In April this year, Li XiaoLu made its first live show with goods. According to the statistics of small gourd, the single sales reached 47.915 million, but in the live broadcast, almost the whole process was introduced by the helper, and Li XiaoLu didn’t know about the product. Coupled with previous negative personal emotional events, Li XiaoLu suffered a lot of bad comments, and did not conduct a second live broadcast, ending his short live broadcast career.

Li XiaoLu said that the live broadcast is for life.

Even if the objective conditions allow the stars to continue to bring goods, some stars themselves will temporarily create accidents. In the live broadcast on August 21st, Zheng Shuang didn’t cooperate with the helper, and even collapsed on the spot, bluntly saying that "whether the performance is good or not has nothing to do with me", driving away two partners, and one person stuttered about the remaining products. The next day, the topic # Zheng Shuang Emotion # boarded a hot search in Weibo.

Compared with the e-commerce anchor, the star itself is busy and can’t bring goods full-time..

E-commerce anchor itself is a profession that needs long-term investment. The live broadcast at the front desk and the selection and rehearsal of backstage goods need a lot of time and energy. Head anchors such as Li Jiaqi and Viya all work with goods as the center.

In the most critical goods, the identity of stars is not enough for them to influence consumption decisions in the short term. When discussing star live broadcast, Zou Zhendong, a professor at Xiamen University, divided opinion leaders into three types according to the effect of public opinion war: attention opinion leaders, influence opinion leaders and appeal opinion leaders. The focus of its role is to arouse attention, influence identity and change action respectively.

In his view, successfully guiding consumers to buy products belongs to the category of "appeal", which is much heavier than "attention". butMost stars belong to attention opinion leaders, not influence opinion leaders and appeal opinion leaders, which is the deep reason why they can’t carry goods..

Li Jiaqi’s ability to bring goods is inseparable from the trust accumulated by long-term live broadcast.

Live selling has always emphasized the compression of prices, which attracts most users to pay more attention to the practicality and cost performance of products. If the stars don’t have hard-core and cost-effective products, the number of viewers in the live broadcast room will not be transformed into potential or actual consumers.

Whether a mink coat sold in Li Xiang is not sold or a tea set sold in Ye Yixi is 2000 yuan, it proves that the underlying logic of live broadcast with goods is "goods with people", not "people with goods".

But there is still room for discussion on this view. In addition to the dimension of "carrying goods", stars are naturally close to the brand and can also bring value enhancement to the brand.

Founded in May 2020, the e-commerce live broadcast MCN Galaxy Zhongxing focuses on star live broadcast. Zhuang Zhu, co-founder and vice president of the company, told Poison Eye.Stars with their own traffic can help brands achieve the result of "product efficiency and sales".

According to the owner, brands used to need artists to speak for them, and star live broadcast can give brands some more direct and flexible ways, such as the use of portraits and live sliced short videos, which is equivalent to’ light endorsement’: "It can bring both traffic and sales."

Image source: vision china

The platform has not given up the star live broadcast business.

At the end of November, the huge star map opened the star business. The cooperation methods include live broadcast with goods, live broadcast with goods, and short video with a price. At present, more than 50 stars have settled in. In the same month, on November 23rd, Cao Ying held a special jewelry delivery, which won the first place with sales of 18.1333 million yuan.

Live broadcast by needed stars

In the early development of live e-commerce, the anchors with goods were mainly shopping guides, naughty girls, merchants and short video online celebrity. July 2019 is an important time node. Taobao began to promote the "Star Project", and more and more stars entered the live broadcast room.

What the platform looks at is the traffic of star live broadcast and the spread of endorsement effect.

Xuande, general manager of Taobao Content E-commerce Division, once said that in the past, many stars showed their ability to bring goods by endorsement, but through the "Star Start Program", small and medium-sized businesses and brands can also cooperate with stars to broadcast live with low thresholds to attract new customers and expand their influence.

On April 1st, 2020, Luo Yonghao launched its first live show with goods in Tik Tok, with a total flow of 110 million and a total audience of 48 million, which became a nodal event.When Tik Tok launched live broadcast with goods, it became a very important means of drainage when it quickly created news events and attracted the audience of merchants and users..

Tik Tok also brings its own star genes. As of June this year, more than 2,000 stars have settled in Tik Tok. When live broadcast of goods becomes a trend, Tik Tok naturally becomes the main battlefield for stars to bring goods. In May, Michael Chen opened the first show of live broadcast in Tik Tok, with sales exceeding 80 million; In the first half of the year, more than 20 stars brought goods live in Tik Tok, and 65% of them were actors.

Under the background of multi-platform competition of live broadcast e-commerce, star live broadcast also shows the trend of multi-platform distribution.

During the period of 618, 300 stars brought goods in Taobao; In June, Aauto Quicker officially announced Yuqi Zhang as an e-commerce spokesperson, and in August, he invited Zheng Shuang to make a live show with goods. Stars like Wong Cho Lam will try on Taobao and Tik Tok platforms when they enter the game.

The star’s battlefield with cargo owners is still concentrated in Tik Tok. According to the statistics of small gourd, in the last 90 days,Among the TOP20 star anchors with average sales, 13 stars broadcast live in Tik Tok, 4 from Taobao and 3 from Aauto Quicker.

But this pattern is not constant, and more MCN are trying multi-platform layout. Master Zhuang told Poison Eyes that Galaxy Stars are also accelerating the layout of other platforms such as Tik Tok to create a full-matrix live broadcast ecology.

From the star’s point of view, it is also the general trend to strive to be a "worker" in the live broadcast room.

In the first half of 2020, the crew stopped working, the variety show was postponed, and many stars and actors were unemployed. At this time, entering the live broadcast with goods provides not only job opportunities for the stars, but also rich commissions and reward fees.

Compared with filming film and television dramas, live delivery is a cost-effective job.

The source of income of star anchors is generally "pit fees+sales commission", with pit fees ranging from tens of thousands to hundreds of thousands of yuan and commission ratio ranging from 15% to 30%. Take Mabel Yuan’s first live show in Tik Tok on June 19th as an example. According to the statistics of Cicada’s mother, the sales per show is 31.249 million. If the pit fee is not calculated, the commission will exceed 6 million if the proportion is 20%.

Screenshot of Mabel Yuan live broadcast

The high reward comes from the strong live broadcast demand of the brand..

This year’s epidemic has brought about a rapid increase in online marketing scenarios. Many brands and businesses want to find increments from live e-commerce and hope to reach cooperation with stars. According to the survey data of the second hand, in 2020, over 50% of brand advertisers said that live broadcast would be the marketing focus.

Adaptation rule

In the arena of live broadcast with goods, stars can’t change the rules, they can only adapt to them.

To become the "Li Jiaqi" and "Viya" in the star anchor, we must first ensure a stable and continuous live broadcast frequency. There is a saying in the live broadcast industry that a live broadcast is not important at all. What matters is how the 100th live broadcast is. But at present, only a few stars can broadcast live for a long time.

Source: vision china

The owner of the villa told Poison Eye that many stars cooperated with the Galaxy stars this year. "We will pay attention to whether artists have suffered and whether they are willing to take live broadcast as a career. We will ask clearly. If you tell me that you are coming to see it, I heard that live broadcast is very hot. If you give it a try, we will definitely not want it. I will communicate with artists first and need to consider it clearly. "

Tamia Liu is one of the "Kung Fu anchors" promoted by Taobao, and her personal brand has established a deep connection with the sub-brands created by Juhua. CBNData Consumer Station counted the keyword cloud in Tamia Liu live broadcast room, and the two words of Tamia Liu live broadcast and tens of billions subsidy were mentioned most frequently.

Even so, Tamia Liu has to turn around in the live broadcast and filming. In the past month, she only conducted a live broadcast because of her busy filming.

At present, the stars who still choose to stay in the live broadcast room and develop the e-commerce anchor into a long-term career are mostly middle-aged artists, with few plays or have already left the entertainment circle.

According to the statistics of Xiao Hulu, in June, the sales of a live broadcast in Zhang Ting reached 256 million, which is the first in the single live broadcast of stars. But in a strict sense, Zhang Ting has been far away from the star circle. In public, he is the founder of Wechat business brand TST. Such stars are more like "businessmen", belong to business anchors and turn themselves into salespeople.

Michael Chen and Lin Yilun also belong to the category of "businessmen". Michael Chen, an actor, not only participated in variety shows, made short videos and broadcast live, but also set up his own street brand and opened a hot pot restaurant. Singer Lin Yilun founded his own hot sauce brand "Fanye" in 2014 and received 83 million yuan in financing in 2016.

Lin Yilun (Source: vision china)

High-quality content output is also an important source of attraction in the live broadcast room.

Galaxy Stars created a live broadcast room for Wang Han to set out for a better life, positioning itself as "recommending high-quality domestic products". Master Zhuang told Poison Eye that Wang Han has advantages over other anchors, such as rich life experience, cultural connotation and intimacy. Wang Han can quickly understand the history and culture of many brands because of the contact with many brands, the accumulation of experience in agricultural and public welfare projects, and the study of the industry.

The owner said that he was deeply impressed by one of the live broadcasts: "I have a deep memory. When talking about a silk quilt, he will talk about how the silk came and how the silkworm mother collected it. When I mention the hardships of these traditional craftsmen, I will choke.This kind of empathy can only be achieved by people who have an understanding of life.. "

Stars with a strong sense of variety can bring the atmosphere of the live broadcast room and make users shop more happily. On September 24th, the night after the final of Talk Show 3 was broadcast, Li Birthday’s partners Luo Yonghao and Huang He made their first live show with goods in Tik Tok, telling jokes and bringing goods. According to official statistics, the payment amount exceeded 24 million.

Li Dan, Luo Yonghao and Huang He broadcast live together.

Supply chain capability is the key factor affecting the results of live broadcast. The brand coverage, product quality and new ability of live e-commerce need the support of supply chain team. Behind Li Jiaqi, there is a product selection team of more than 100 people in MCN Beauty Watch, which controls the category, value and price of every product that enters the live broadcast room.

The star anchors who can really bring the goods, without exception, choose the signing head MCN, such as Qianxun, Galaxy Stars, Yuanwang and other institutions.

According to Billion Power Network, MCN Qianxun, behind Viya, has built a large-scale supply chain base, which can accommodate thousands of brands and tens of thousands of SKUs. Lin Yilun and Li Jing, who have achieved good results in bringing goods, are among the stars who are modest in signing contracts.

Companies like Galaxy Zhongxing are also making efforts in the supply chain.

The company’s product selection team consists of four groups of people. First, buyers and purchasers with more than 5 years experience in each commodity category conduct research and investigation on the supply chain of goods; Second, the quality inspectors recruited from the quality inspection bureaus of various provinces and cities control the quality of the products themselves; Third, in the special category of beauty cosmetics, almost all masters or even doctors are recruited to control the quality of beauty products; Fourth, analysts with data analysis positions should ensure that the goods are needed and loved by consumers.

"Relatively speaking, the operating cost may be higher. Our initial intention is to do a good job of IP for every artist, use IP attributes to empower brands and bring better choices to consumers, so we don’t care about the cost. After all, it is a long-term career." Master Zhuang told Poisonous Eyes.

　Wang Han Live Room "Starting for the Beautiful"

The promotion and marketing of goods still need stars, but star fans are not equal to consumers, and the logic of relying on fan economy to bring goods will not work. Fang Jian, president of Yuanwang, who has signed stars such as David Wang and Wong Cho Lam, said in an interview that the stars who want to sign Yuanwang need to put down their star figure, learn the knowledge of live broadcast with goods, and cooperate with Yuanwang’s operation strategy. The signing time should be at least one year.

The shunting is continued in 2021.

As a sought-after attention resource, stars have the potential to become attractive anchors with goods. In 2021, this resource needs to be further optimized according to the rules of live e-commerce.

First of all, brands need to think about whether the effect of star live broadcast is drainage or goods.

Xiaofeng told Poisonous Eyes that they would divide star anchors into traffic type and cargo type. The former helps the brand to do new publicity and preheating, bringing a series of products, such as inviting Adam to broadcast live and recommending new shoes; The latter will bring the transformation effect of actual sales. As a result of her observation, Lin Yilun, Ji Jie, Tamia Liu, Wong Cho Lam and others belong to this category at present.

The star needs to determine the positioning in the live broadcast room, whether it is the anchor or the help broadcast.For amateur anchors, cooperation with stars can bring attention; For stars, helping to broadcast can reduce the "rollover" caused by not knowing the goods.

For example, David Wang is both a performer and a performer, so it is a good choice to liven up the atmosphere in the live broadcast room, and the product details are handed over to the professional anchor. In fact, David Wang has become a "helper".

Screenshot of David Wang live broadcast

Next year, more and more stars who are unwilling to act as "salesmen" and are not professional enough at the commodity end will have their own comfort zone-to help broadcast.

In the selection of products, stars may change from "bringing everything" to "exploring the advantages of vertical categories", which is also a return to the law of bringing goods.

After deep cultivation, the e-commerce anchor in the head is expanding the category. According to DT’s financial statistics, on the first day of pre-sale in double 11 this year, the number of products in Li Jiaqi’s live broadcast room increased to hundreds, which still mainly consisted of beauty cosmetics, but also included some household products, bags and household appliances.　

The star anchor gradually explored the suitable category.. Xiaofeng told the poisonous eyes, "The live broadcast of Lin Yilun is more and more perpendicular to the food; Jing Tian is more suitable for bringing beauty products, and other categories are basically unable to bring goods; Tamia Liu belongs to all categories, but relatively speaking, home products have better delivery effect than shoes and clothing products. "

With the entry of many platforms, the fading of star enthusiasm and the appearance of star live MCN, the live broadcast of star e-commerce will become professional.

According to a report by KPMG, in the first half of 2020, there were more than 10 million live e-commerce nationwide, and the number of active anchors had exceeded 400,000. Among the TOP20 star anchors counted by Xiaohulu, many stars showed abnormal live broadcast reminders, and Li Dan, Ceng Zhiwei, Wong Cho Lam, etc. all showed that the audience retention rate was less than 15% in the five-minute live broadcast room.

Source: small gourd

In the Red Sea competition, MCN, the agent of star live broadcast business, needs to make different plans according to the characteristics of each star.

For example, Galactic Stars once customized a 24-hour uninterrupted live broadcast called "The Fifth Space Module" for Hu Bing. At home, Hu Bing reminisced with his star friends, ate, and showed his taste in clothes and life.

The owner told Poison Eye that the first live broadcast was effective, and such live broadcast will continue. The founding team has participated in the production and planning of variety shows such as "Chinese Restaurant" and "Mars Creation Bureau", and will pay more attention to content creativity when setting up live broadcast plans for stars.

From the macro environment, after the tightening of supervision, the industry may usher in a new round of reshuffle.

Recently, the competent authorities began to strengthen supervision over the live broadcast industry. On December 23rd, the Guangzhou market supervision department announced the handling of the event of "Simba live broadcast of ready-to-eat bird’s nest with goods", and Guangzhou Heyi E-commerce Co., Ltd., a subsidiary of Simba, was ordered to stop the illegal act and was fined 900,000 yuan.

Aauto Quicker also announced the punishment information, and closed the account of "Shida Beauty" for 60 days, closed the personal account of Xin Youzhi, the head of Heyi Company, for 60 days, and closed the accounts of 27 anchors such as Cat Sister and Chu Ruixue for 15 days.

After more than half a year of disorderly and crazy national influx and competition, live broadcast with goods deserves to be viewed and discussed more soberly, while star live broadcast, like other anchors with goods, is in such an increasingly standardized e-commerce environment, and should follow the rules of e-commerce industry and gradually move towards the "adult" stage.

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Community group buying welcomes new players, and the industry war is coming back？

Text |Tech Planet Lin Jing Wang Lin

Before the epidemic prevention and control was released, the maximum number of group purchases in the community could reach 600 a day, which could not be put in a 10-square-meter dry cleaner in Liu Miao, and the sorted goods piled up all the way to the door. Now, on the list of heads she shows to Tech Planet, there are an average of 100 to more than 200 orders per day, which has dropped sharply.

As a key bridge between the community group buying platform and users, the situation of the head of the group reflects the current situation of the community group buying track to some extent.

After the group-buying war in the community, nowadays, it is called "the new third group" and "the third group", and the life of the tenth group and the same journey has collapsed, leaving only the prosperity and optimization. Profitability has become the primary task of the platform. With the recovery of offline merchants, community group buying is also facing new challenges.

However, JD.COM has recently "killed" the group purchase in the community again, renaming Jingxi Pinpin as JD.COM Pinpin, and choosing Hefei as the first stop to expand the city. A local head of Hefei said, "JD.COM BD (Business Development) personally came to the door to talk about the cooperation of heads. They will select heads who have done well on other platforms and directly invite them to become the head of JD.COM."

Although Jingxi Pinpin had not been laid out in Hefei before, in the head’s view, the renamed "JD.COM Pinpin" was endorsed by the word JD.COM, with obvious brand power and rich incentives for innovation, and it broke the order on the first day. According to her observation, JD.COM’s capacity and other aspects have not kept up, and some commodities are out of stock.

When the whole track has died down, will the community group buying rekindle the war with JD.COM?

After the 01 fierce battle subsided, the only pioneer

Withdrawal from the city and contraction are the key words of community group buying track in the past year. The US delegation is preferably evacuated from Beijing and four northwestern provinces (Gansu, Qinghai, Xinjiang and Ningxia), and currently covers more than 20 key provinces. Xingsheng prefers to retreat from the 17 provinces with the highest peak. At present, its business is only in six provinces: Shaanxi, Hubei, Hunan, Guangxi, Jiangxi and Guangdong. Buying more vegetables has the widest coverage at present, covering 31 provinces and cities except Tibet.

Nowadays, apart from group buying in the community, Xingsheng Youxuan APP has also added the business of "Yuanben Mall", which is an e-commerce platform similar to Taobao, involving clothing, shoes and bags, department stores, food, electrical appliances, jewelry and other categories, mainly taking the cost-effective route. For example, a T-shirt for women ranges from 9 yuan to 40 yuan.

Figure: Screenshot of Xingsheng Preferred APP

According to an employee who resigned from Xingsheng, "Yuanben Mall" is Xingsheng’s preferred cooperation with external companies. In her view, categories that were not available before, such as clothing, can increase revenue for the company. A head of Xingsheng Preferred Group said that its staff had introduced new business because the single quantity was eroded by some competitors.

In today’s "new three groups", the US group preferred and bought more food as the two major heads, and competed for the "top spot" in the past year. According to the research data of Guojin Securities, as of the first half of 2022, the market share of community group buying preferred by Meituan reached 38%, second only to 45% of buying more food.

From the perspective of organizational structure, the "No.1 position" of community group buying has also changed. According to "Late", at the beginning of last year, Guo Wanhuai, vice president of Meituan, took over the fast donkey, food shopping and optimization business from Chen Liang, former senior vice president of Meituan and member of S-team, the highest decision-making body. She made a series of arrangements for Meituan’s optimization and transferred the more effective fast donkey management team to the optimization. At the same time, Meituan preferred to abolish the large-scale system and adjust the five major regions (North China, South China, East China, Central China and West China) to 17 regions, which have more decision-making power and are responsible for their own profits and losses.

According to Shenwang, since September last year, Temu, a cross-border e-commerce business, has been one of the most important strategic projects in Pinduoduo, led by Gu Yaoxian, the main person in charge of buying more vegetables.

With the full liberalization of the epidemic, retaining existing customers has become a top priority for community group buying platforms. In some areas, many people who buy more vegetables and choose the best leaders of the US delegation told Tech Planet that after the epidemic was released, the platform adjusted the latest rules in time. Originally, the commission was mainly calculated according to the order quantity. Now, users must enter through the link shared by the leader. As long as the order amount exceeds 1 yuan, the leader can get a commission of 1 to 2 yuan through this user.

When the whole track stopped, unlike the subsidy war and the influx of capital in the past, JD.COM restarted the community group buying business, which was inseparable from the sinking strategy of the whole group.

In 618 this year, Xu Ran, the new CEO of JD.COM Group, who made her first public appearance, revealed the next strategic task of the Group. Among them, sinking the market has become one of JD.COM’s three major strategies and was first mentioned. Xin Lijun, CEO of JD.COM Retail, once put forward one of the four must-win battles of JD.COM Retail 2023 in JD.COM, which is also sinking the market.

To create a low-cost mind, community group buying is undoubtedly one of the important starting points. In the past, the community group buying business in JD.COM made a rough progress. Jingxi, once led by Liu Qiangdong personally, went through the personnel adjustment and withdrew from the city, leaving only two markets, Langfang and Beijing.

In terms of organizational structure, JD.COM now belongs to the newly established Innovation Retail Department of JD.COM Group, which is headed by Yan Xiaobing, a veteran who returned to JD.COM, and reports to Xu Ran, CEO of JD.COM Group.

Compared with the radical expansion of the city, JD.COM’s spell is now a small step. A head of Hefei revealed to Tech Planet that JD.COM began to recruit heads in mid-July. Judging from the current Hefei new site, JD.COM’s spelling is still carried out through the head mode, and there are still too many innovations in the business model.

For JD.COM, high-quality logistics experience and rich 3C categories have made it accumulate huge high-net-worth users’ minds, but they have also become shortcomings in exploring the sinking market. Moreover, in the "short-chain logistics" of community group buying, JD.COM can’t directly use the advantages of the previous warehouse network distribution system.

In the eyes of a consumer investor, community group buying competes for supply chain and efficiency, and wins by scale. After the reshuffle of the industry, the pattern has been initially determined. JD.COM will enter the game at this time and must find a new breakthrough to have a certain chance of winning.

Zhuang Shuai, an e-commerce retail analyst, believes that JD.COM’s brand image, supply chain advantages and self-operated logistics are all great advantages, but JD.COM has not accumulated particularly good methods and teams in social organization management (the head of the group is a freelancer, not a direct employee) and head expansion, and the organizational structure and process cannot well support the business model of community group buying, so it needs to be adjusted and optimized accordingly.

The bitter business of "bending down to pick up steel shovel" ushered in a new rival of "group shop"?

Community group buying, which carries the ambitions of Internet giants, is actually a bitter business. Yang Yi, an investor who entered the community group purchase in the early days, once calculated an account. The gross profit of the goods selected by Prosperity is around 20 points, and the profit rate of each order is only two or three points after deducting the commission and performance fees of the store. The customer’s unit price is ten yuan, and each order can only earn a few cents.

"Purchasing-warehousing-distribution-outlet-head -C (consumer), which involves too many links, the supply chain process is too long, and if the business process is not completely run through, the loss rate of fresh food is too high", an original orange heart optimization middle-level once analyzed to Tech Planet. This means that the homework that Internet manufacturers need to do most may be how to operate finely, and the price difference of a catty of vegetables should be considered by a few cents.

This seems to be not good for the big Internet companies. They still use the money-burning subsidies that they have always been good at for the market, shouting that there is no upper limit for investment and All In slogans, and it is easy to fall into the quagmire of losses.

Judging from the financial report data, from 2021 to 2022, the operating losses of the new business represented by Meituan Youxuan were 35.9 billion yuan and 28.4 billion yuan respectively. Previously, the financial report data released by JD.COM Group showed that in 2021, when Jingxi made every effort to expand the market, the accumulated loss of new business in JD.COM reached 10.6 billion yuan.

In the past year, players from all walks of life have relied on their own resource advantages to explore. Buy more vegetables relying on the advantages of the original supply chain of agricultural products, and build a low-price model with the help of the supply chain advantages of direct source mining; Meituan’s optimization is to change its positioning to "Tomorrow’s Day" supermarket. One advantage is that from fresh labels to supermarkets, it can cover more categories and SKUs and enhance gross profit; Amoy Caicai merged with Amoy Xianda (an instant retail business with one-hour delivery) and changed its name to Taobao to buy vegetables. This can effectively avoid traffic dispersion and reduce product distribution costs and commodity procurement costs.

According to "Late" news, as of June this year, except Sichuan, Chongqing, Guangdong, Xiangbei and Hangzhou, at present, the gross profit of buying more vegetables has turned positive in other regions of the country, but the US Mission has not yet achieved gross profit.

In addition, when the big Internet companies are caught in a profit quagmire, the group store model has become a new trend in 2023, mainly based on local group buying platforms. At present, Shijiazhuang’s "Jamlom Home" has opened more than 600 group stores all over the country, and the number of stores in Miaomeilian and Meilin Taotao has exceeded hundreds. In March of this year, Zhihua Zhiguo started the group store business and plans to open 1000 stores nationwide.

Different from the traditional community group purchase, in the group store mode, the head of the group is equivalent to the franchisee of the platform, no longer relying on commissions, but relying on the difference between the purchase and sale of goods to make money. This makes the community group buying platform itself reduce the financial pressure.

An investment promoter who "arrived home from Jamlom" introduced to Tech Planet that it was mainly aimed at middle-aged and elderly people, and Jamlom’s secret book of arriving home was "violent innovation" in the early stage. The new team leader needs to pay a promotion fee of 10,000 yuan. On the opening day, the headquarters will send employees to quickly set up a private domain group by distributing leaflets, and continue to pull new products through "a few kilograms of potatoes for one dollar".

The operation and maintenance of the WeChat group is the key. The head of the group also needs to "warm up" irregularly, take out part of the turnover regularly, and carry out new discount activities to ensure the stickiness of users. In addition, Jamlom’s home business has also been expanded to local life services such as eating, drinking and having fun, and the original private domain traffic has been directed to package tours and home service with higher unit price, thus achieving "everything can be organized".

According to Lingwu Media, Xingsheng Youxuan has set up a group store business unit, which is one of its key strategies in the next three years, and plans to open 100,000 group stores by the end of 2024.

03 tens of billions of investment, far from the end.

There has never been a shortage of challengers in the trillion-scale fresh retail. They used to be full of pride, but the fate of the challengers was not smooth. There were only 55 employees, and the daily fresh food that was once on the verge of delisting, Yiguo Fresh, and the ten clubs invested by Ali were all lost in the fresh track.

Even so, it can’t stop the enthusiasm of Internet companies, especially after "picking the drooping fruits". The year of 2020, when both Meituan and Pinduoduo attacked on a large scale, was the brightest year for community group buying. In this year, Meituan invested tens of billions in community group buying.

The optimization business has brought high user growth to Meituan. As of December 31, 2021, the number of trading users of Meituan was 690 million, an increase of 35.2% compared with 510 million in the same period of last year. However, on the other hand, it has also brought huge losses. The new business where Meituan is optimized is one of the business sectors with the largest losses.

Meituan hopes to infiltrate users in the fourth and fifth tier cities by optimizing them, with a view to transforming them into users of take-away and wine tours. However, the consistency between community group purchase and take-out/wine tour is poor, with the unit price of the former being around 30 yuan, while the unit price of take-out is around 50 yuan.

However, the US Mission did not give up. Compared with elephant fresh food, food encyclopedia, etc., optimization has been the most successful exploration of the US Mission in the field of fresh food. In June this year, after nearly two years of "reducing costs and increasing efficiency", Meituan preferred to restart its growth strategy.

A person in charge of a community group buying cloud warehouse told Tech Planet that the number of dealers who buy more food is decreasing now. In his warehouse, the GMV preferred by Meituan has surpassed that of buying more food, but the gross profit of buying more food is higher.

A partial victory does not mean the end. In his area, buying more food was profitable as early as a year ago. Not only that, according to "Late" report, a number of secondary market analysts predict that in 2022, buying more vegetables will realize the gross profit (commodity price minus purchase price, local operating costs, etc.) of half of the provinces and regions in China.

Now, Pinduoduo has devoted his energy to Temu, and many shopkeepers have become Temu’s investment promotion personnel, who send out investment promotion advertisements in the circle of friends every day.

Compared with Meituan’s optimization, Pinduoduo didn’t even make a separate APP for buying more food, because the original main APP crowd was enough to meet the user portrait of community group purchase, which meant higher efficiency of new shopping. In addition, the original accumulation in the agricultural products industry has made Pinduoduo more familiar with the supply chain.

HAYDEN CAPITAL estimates that buying more vegetables will achieve overall profit from 2023. According to conservative estimates, by 2025, this business will contribute at least about 14 billion yuan of earnings before interest and tax to Pinduoduo. This will become another big profit source for Pinduoduo, providing sufficient food and grass for its cross-border business exploration.

In addition to the "New Three Groups" of Internet giants, Xingsheng Youxuan is the only startup company that has successfully resisted the "Li Bao" of Internet giants. Community group buying is its core business and is related to the company’s lifeline.

No enterprise, whether it is a big Internet company or a survivor of the "Old Three Group", is willing to give up. Community group buying bears the ambitions of Internet companies for fresh retail and the lifeblood of startups. Even if everyone knows that it is extremely difficult to make money in the field of fresh food.

(Liu Miao is a pseudonym in the text)

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1905 movie network news At the just-concluded BILIBILI WORLD 2019 Guangzhou Station, the live broadcast room produced by Columbia Film Company of the United States attracted fans from the audience to CALL wildly with the hot street dance show. This event not only featured a handsome agent in black burning the scene, but also performed the charming moment of the most mysterious occupation on earth.

Five Spider-Man dressed in different uniforms appeared at the same time, which made the fans feast their eyes on the Chinese New Year.

On the day of the event, "Men in Black: Global Pursuit" officially landed on the whole network, and "Spider-Man: Heroic Expedition" will also be launched in the near future. The two world-renowned movie IPS will continue to bring exciting viewing experiences to the audience.

Black dress person street dance show burst scene Spider-Man Qi debut fans carnival

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Five Spider-Man, dressed in different uniforms, set off a full-court climax as soon as they appeared on the stage. The five performers reappeared the volley and difficult movements in the film, showing Spider-Man’s strong physical ability. The film specially selected five classic uniforms from Spider-Man: Heroic Expedition — — Homemade battle clothes, classic red and blue, steel battle clothes, stealth battle clothes and upgraded battle clothes were unveiled at the same time, and the huge benefits were called fans’ carnival.

Superhero crazy circle powder handsome agent online

After bringing a wonderful flash dance performance, Spider-Man and the agent in black still shine. During the parade, they took photos with many fans and coser enthusiastically, and played with the memory-removing terrier in black and Spider-Man’s spinning skills, which made the fans on the scene enjoy themselves instantly. Many classic anime images interacted with them across dimensions, and they were crazy about being a superhero.

On the day of the event, the host also excitedly announced the heavy news that "Men in Black: Global Pursuit" landed on the whole network, and soon "Spider-Man: Heroic Expedition" will also be launched on the whole network. At that time, Hollywood sci-fi giants who continue to create movie-watching craze in the summer will meet more audiences, and the charm of superheroes will explode the screen again.

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The Information Office of the Autonomous Region Government held a press conference on ecological environmental protection.

Zhao Shide, member of the Party Group and Deputy Director of the Ecological Environment Department of the Autonomous Region

As an important special plan in the field of eco-environmental protection in the Inner Mongolia Autonomous Region, the Water Eco-environmental Protection Plan for the Key Watershed in the Tenth Five-Year Plan (hereinafter referred to as the Plan) has made comprehensive arrangements for the water eco-environmental protection and governance of the key watersheds in our region during the Tenth Five-Year Plan period.

(a) the background of the "planning".In order to implement the Law of People’s Republic of China (PRC) on the Prevention and Control of Water Pollution and the Outline of the Fourteenth Five-year Plan of Inner Mongolia Autonomous Region and the Long-term Target in 2035, in accordance with the Notice of the Development Planning Commission of Inner Mongolia Autonomous Region on Printing and Distributing the Catalogue List of the Tenth Five-year Plan of the Autonomous Region and the deployment requirements of the Ministry of Ecology and Environment on the preparation of the water ecological environment protection plan for key river basins during the Tenth Five-year Plan, in September 2020, A leading group and corresponding working groups and technical groups composed of 11 departments including the Ecological Environment Department, the National Development and Reform Commission, and the Water Resources Department of the autonomous region were established, and on-site investigations were organized in 12 allied cities. The relevant departments of the autonomous region and the municipal government of the autonomous region solicited opinions for many times, organized expert argumentation and evaluation for many times, and fully integrated the special plans of the relevant departments of the autonomous region. On December 24, 2021, with the consent of the people’s government of the autonomous region, the Plan was adopted.

（二）制定《规划》的总体思路。深入贯彻习近平生态文明思想，深刻把握“山水林田湖草沙是一个生命共同体”的科学内涵，突出自治区黄河、松花江、西辽河、海河、西北诸河五大重点流域特色，坚持问题导向与目标导向，坚持继承发扬、求实创新、落地可行，统筹水生态、水资源、水环境等要素，以重点流域水生态环境质量为核心，突出精准、科学、依法治污，坚持污染减排和生态扩容两手发力，减污降碳协同增效，深入打好水污染防治攻坚战，不断改善重点流域水生态环境质量，提升水生态环境保护治理体系和治理能力现代化水平，有效促进自治区生态保护和高质量发展。

（三）《规划》的主要内容。《规划》共十三章41节。

第一章从水环境质量改善、污染源治理、完善制度体系等方面全面总结“十三五”期间重点流域水生态环境保护取得的成绩。指出新时期重点流域水生态环境保护工作面临的形势与问题。

第二章提出规划的主要目标。“十四五”时期，黄河、松花江、西辽河、海河及西北诸河等重点流域水生态环境质量持续改善，主要水污染物排放总量持续减少，水生态环境治理体系和治理能力现代化水平明显提升，“三水”统筹推进格局基本形成，水生态系统稳定性和服务功能得到明显增强，美丽河湖建设保护初见成效。

The third chapter constructs a new pattern of water eco-environmental protection in key river basins by optimizing and refining the assessment of surface water eco-environmental quality objectives, improving the zoning control of "river basin-water functional area-control unit-administrative area", implementing the whole chain management of "water body-sewage outlet-sewage pipeline-pollution source", promoting the protection and management of multi-factor integrated systems in key river basins, and reducing pollution and carbon.

The fourth chapter puts forward specific tasks, measures and objectives in three aspects: ensuring the safety of drinking water sources, treating urban black and odorous water bodies and protecting beautiful rivers and lakes.

The fifth to eighth chapters adhere to the overall planning and systematic management of the three rivers, and put forward specific tasks, measures and objectives from four aspects: water pollution control, water resources conservation and protection, water ecological protection and restoration, and water environmental risk prevention.

Chapters 9 to 11 combine the characteristics of each basin, take rivers and lakes as the guide, on the basis of full investigation and discussion in the early stage, and combine the planning points of Union City, clarify the ideas and measures of water ecological protection and management by basin, and put forward the tasks and measures of protection and management by taking "one lake and two seas" and Chahan Naoer as a separate chapter.

Among them, the Yellow River Basin: taking the comprehensive and holistic protection of water ecological environment as the goal, taking water resources as the biggest rigid constraint, adhering to the "four waters and four determinations", making overall plans to promote the management of grass and sand systems in landscape forests, fields and lakes, adapting measures to local conditions and classifying policies, jointly grasping the great protection and promoting the great management in coordination. Carry out water environment management and water ecosystem protection and restoration of main tributaries and lakes, and put forward protection and management tasks and measures for six tributaries, such as Dustu River, Dahe River and Sidao Shahe River, and Hasuhai respectively; Songhua River Basin: protect the source water, restore the natural wetlands along the riverside, control the backwater of large irrigation areas, and strengthen the construction of environmental infrastructure in towns and parks. Put forward the tasks and measures of protection and management for 8 rivers such as Ergun River, Hailaer River, Nenjiang River and Chuoer River; Xiliaohe River Basin: Implement projects such as groundwater overexploitation control, high-efficiency water-saving irrigation, and diverting water from the Liao River, strictly control the irrigation area and water consumption of farmland, and gradually realize the goal of "having water" in the cut-off reach according to local conditions. The tasks and measures for the protection and management of six rivers, such as Xiliaohe River, Laoha River and Xilamulun River, are put forward respectively. Haihe River Basin: Strengthen the protection of excellent water bodies in the upper reaches of Luanhe River. Do a good job in the management of Yinma River, and strengthen the fine control of urban pollution control and sewage treatment facilities. Northwest river basins: keep the water quality of Ejina River and other excellent water bodies stable, and promote the non-point source control and ecological protection of Xilin River. In-depth protection and management of inland lakes.

Chapters 12 and 13 propose to strengthen the water ecological environment management ability in the new period from the aspects of improving the water ecological environment supervision ability, increasing scientific and technological support, perfecting the market-oriented participation mechanism, and establishing and perfecting the joint prevention and control mechanism. And put forward the specific safeguard measures for the implementation of the Plan from four aspects: strengthening organizational leadership, broadening funding channels, strict supervision and assessment, and strengthening social supervision.

The main situation of the "14 th Five-Year Plan" of Inner Mongolia Autonomous Region for Soil, Groundwater and Ecological Environment Protection in Rural Pastoral Areas

Recently, the Ecological Environment Department, the National Development and Reform Commission, the Finance Department, the Natural Resources Department, the Housing and Construction Department, the Water Resources Department, the Agriculture and Animal Husbandry Department, and the Rural Revitalization Bureau of the Autonomous Region jointly issued and implemented the Ecological Environment Protection Plan for Soil, Groundwater and Rural Pastoral Areas in Inner Mongolia Autonomous Region during the Tenth Five-Year Plan (hereinafter referred to as the Plan), which made comprehensive arrangements for the protection and management of soil, groundwater and rural pastoral areas in our region during the Tenth Five-Year Plan period.

(1) Background of the promulgation of the Plan.The "Fourteenth Five-Year Plan" period is an important period for our region to grasp the new development stage, implement the new development concept, construct the requirements of the new development pattern, promote the modernization of the ecological environment governance system and governance capacity, and realize the ecological priority and green high-quality development. It is also a major challenge and an important opportunity period to promote the continuous improvement of soil, groundwater and the ecological environment quality in rural pastoral areas. According to the opinions of the Central Committee of the Communist Party of China and the State Council on deepening the battle against pollution, the opinions of the Central Committee of the Communist Party of China and the State Council on comprehensively promoting rural revitalization and accelerating agricultural and rural modernization, the soil during the 14 th Five-Year Plan, In March 2021, our office started the planning, organized research, technical docking, and expert consultation and demonstration. It has solicited opinions from the ecological environment system of the whole region and the relevant departments of the autonomous region for three times, and fully connected with the special planning of the ecological environment, natural resources, housing construction, agriculture and animal husbandry, rural revitalization and other departments of the autonomous region. On March 30, 2022, the Plan was officially issued and implemented.

（二）制定《规划》的总体思路。深入贯彻习近平生态文明思想和习近平总书记对内蒙古重要讲话重要指示批示精神，坚定不移走以生态优先、绿色发展为导向的高质量发展新路子，按照预防为主、保护优先、风险管控、系统治理的原则，突出精准治污、科学治污、依法治污，保障农畜产品质量和人居环境安全、地下水生态环境安全、整治提升农村牧区生态环境，进一步夯实工作基础，解决一批土壤、地下水和农村牧区突出生态环境问题，推进治理体系和治理能力现代化，促进土壤和地下水资源可持续利用，推动农牧业生产绿色发展生态振兴，助推农村牧区乡村振兴。

（三）《规划》的主要内容。《规划》共九章27节。

第一章从土壤污染防治、地下水污染防治、农村牧区生态环境保护三个方面全面总结“十三五”期间工作成效。指出新时期土壤、地下水、农村牧区生态环境保护工作面临的形势与问题。

The second chapter puts forward the guiding ideology, basic principles and main objectives of the planning. During the "Fourteenth Five-Year Plan" period, the environmental quality of soil and groundwater in the whole region remained stable, and the local stability was good, and the safe use of polluted cultivated land and key construction land was consolidated and improved; Agricultural non-point source pollution in key areas has been effectively controlled, the construction of ecological environment infrastructure in rural pastoral areas has been accelerated, the green transformation of production and lifestyle has achieved remarkable results, and the ecological environment in rural pastoral areas has been continuously improved.

The third and fourth chapters are the part of soil pollution prevention and control, and put forward the tasks and measures to strengthen soil pollution prevention and control from cultivated land and construction land respectively.

Strengthen the prevention and control of cultivated land soil pollution, and promote the prevention and safe use of cultivated land soil pollution from three parts: accurate implementation of classified management of cultivated land, strengthening the source control of cultivated land pollution, and strengthening the supervision of polluted cultivated land, so as to protect and improve the quality of cultivated land. Among them, the part of accurate implementation of classified management of cultivated land puts forward that it is necessary to strengthen the protection of priority cultivated land, implement the control measures of safe use and strict control of cultivated land, and conduct an encrypted investigation on the soil pollution status of polluted cultivated land in 2022. In the part of strengthening the source control of cultivated land pollution, it is proposed to strictly control the source emission of pollutants from enterprises involved in heavy metal industries. By 2023, special emission limits of heavy metal pollutants such as particulate matter and cadmium will be implemented, and solid waste left over from mining areas will be investigated and rectified. In the part of strengthening the supervision of contaminated cultivated land, it is proposed to carry out collaborative monitoring and effect evaluation of soil and agricultural products, dynamically adjust the quality category of cultivated land soil environment, and strengthen market supervision.

Strengthen the prevention and control of soil pollution in construction land, and ensure the safe use of construction land from three aspects: strict access management of construction land, prevention of new soil pollution in industrial and mining enterprises, and orderly promotion of risk management and repair. Among them, the strict construction land access management part proposes to change the suspected contaminated plots, high-risk plots and uses into "one living and two public" (residential, public management and public service land) plots, and carry out soil pollution investigation and risk assessment according to law; Implement the list system of soil pollution risk control and remediation for construction land. In the part of preventing new soil pollution in industrial and mining enterprises, a strict soil environmental impact assessment system for construction projects is proposed, and key supervision units of soil pollution are supervised to implement pollution prevention and control responsibilities. By 2025, key supervision units of soil pollution should complete a round of investigation of hidden dangers of soil and groundwater pollution. In the part of promoting risk management and remediation in an orderly manner, the key points of risk management and remediation are put forward, the supervision of risk management and remediation activities is strengthened, and the soil pollution risk management and control projects of 3-5 production enterprises are implemented on a pilot basis.

The fifth chapter is the prevention and control of groundwater pollution, focusing on protecting and improving the quality of groundwater environment, and putting forward specific tasks and measures from three parts: establishing groundwater environmental management system, strengthening pollution source prevention, risk management and repair, and strengthening groundwater drinking water source protection. Among them, the part of establishing groundwater environmental management system proposes to continuously promote the investigation of groundwater environmental conditions, and by 2025, complete the "one map" of groundwater environmental conditions in the whole region; Taking two experimental areas of groundwater pollution prevention and control in Ordos City and Baotou City as the pilot, the zoning management of groundwater pollution prevention and control will be carried out, and by 2023, the zoning of groundwater pollution prevention and control in the whole region will be completed. In the part of strengthening pollution source prevention, risk control and restoration, it is proposed to implement groundwater seepage prevention and monitoring measures, carry out groundwater environmental supervision monitoring around key sewage units for groundwater pollution prevention and control, and select 10 enterprises to implement the pilot project of seepage prevention and transformation. In the part of strengthening the protection of groundwater drinking water sources, it is proposed to strengthen the delineation of groundwater drinking water source protection areas at or above the county level and carry out the delineation of groundwater drinking water source replenishment areas to prevent the environmental risks of groundwater drinking water sources along the river.

The sixth and seventh chapters are about pollution prevention in rural pastoral areas. According to the requirements of rural revitalization strategy and the goal of human settlements improvement, specific tasks and measures are put forward from two parts: pollution prevention in agriculture and animal husbandry and rural environmental improvement.

To strengthen the prevention and control of agricultural pollution, the main tasks are to strengthen the prevention and control of agricultural planting and livestock breeding pollution, and to promote the management, supervision and guidance of agricultural non-point source pollution. Among them, the part of effective prevention and control of planting pollution puts forward that we should continue to promote the reduction and increase of chemical fertilizers and pesticides, and carry out monitoring of farmland irrigation water and effluent quality in Hetao irrigation area; Improve the comprehensive utilization of straw and the recovery level of agricultural film. In the part of strengthening the prevention and control of aquaculture pollution, it is proposed to strengthen the supervision of livestock and poultry breeding pollution environment, carry out special inspection of large-scale livestock and poultry breeding manure pollution, and compile and implement the prevention and control plan of livestock and poultry breeding pollution. By 2022, 36 flag counties in the whole region (including 30 large livestock counties, 1 flag with more than 120,000 beef cattle and 5 flag counties with more than 100,000 tons of milk production) will take the lead in completing the planning. In the part of promoting agricultural non-point source pollution control and supervision and guidance, it is proposed to give play to the pilot demonstration effect of national agricultural non-point source pollution control and supervision and guidance in Wuyuan County, Bayannaoer City, and gradually build a management model and technical system for agricultural non-point source pollution prevention and control in the whole region from point to area.

In terms of promoting environmental improvement in rural pastoral areas, the target requirements are mainly put forward from the aspects of domestic sewage and garbage treatment, black and odorous water body treatment and drinking water source protection in rural pastoral areas. By 2025, the domestic sewage treatment task of 1,600 administrative villages will be newly completed, and the domestic sewage treatment rate in rural pastoral areas in the whole region will reach 32%; Encourage the long-term system of rivers and lakes to extend to the village level to realize the effective treatment of black and odorous water bodies in rural pastoral areas; By 2024, the delineation, demarcation and demarcation of township-level centralized drinking water source protection areas will be completed.

The eighth chapter puts forward the task requirements for improving the monitoring and supervision ability from two aspects: perfecting the monitoring network, strengthening the law enforcement and emergency response of the ecological environment. Among them, the part of improving the monitoring network proposes to carry out routine monitoring of soil environmental quality and monitoring of soil environment around key supervision units, set up 100 autonomous region-level groundwater assessment points, and carry out environmental quality monitoring of key monitoring villages and pilot monitoring of agricultural non-point source pollution. In the part of strengthening ecological environment law enforcement and emergency response, it is proposed to carry out comprehensive administrative law enforcement of soil, groundwater and ecological environment protection in rural and pastoral areas according to law, so as to enhance the ability of ecological environmental emergency response.

The ninth chapter puts forward specific safeguard measures for the implementation of the Plan from four aspects: strengthening organizational leadership, improving financial guarantee, strict supervision and assessment, and increasing publicity.

The above is the policy interpretation of the main contents of the two Plans. In the next step, we will further increase the publicity of the two Plans, refine the practical measures, ensure the implementation of the two Plans, and continuously enhance the people’s sense of acquisition, happiness and security of the beautiful ecological environment.

《内蒙古自治区“十四五”重点流域水生态环境保护规划》

《内蒙古自治区“十四五”土壤、地下水、农村牧区生态环境保护规划》

政策解读新闻发布会答记者问

内蒙古广播电视台记者：“十三五”我区碧水保卫战成绩怎么样？“十四五”将如何深入打好碧水保卫战？

自治区生态环境厅水生态环境处处长李芳：“十三五”期间，全区上下深入贯彻习近平生态文明思想，认真落实党中央、国务院决策部署及自治区党委和政府工作要求，全面推进水污染防治行动计划，全区重点流域水生态环境质量明显改善。我给大家报一组数据，2020年，全区重点流域52个国考断面优良水质比例达到69.2%，较2016年提高19.2个百分点，劣Ⅴ类水体控制比例1.9%，较2016年降低5.8个百分点。全区13段黑臭水体完成治理任务。42个地级城市集中式饮用水水源地水质优良率85.7%。各项考核指标均超额完成国家下达的目标任务，“十三五”全区碧水保卫战阶段性目标圆满完成。

During the 14th Five-Year Plan, we will comprehensively organize and implement the Water Ecological Environment Protection Plan for the Key Watershed in the 14th Five-Year Plan of Inner Mongolia Autonomous Region, with the improvement of water ecological environment quality as the core, the construction and protection of beautiful rivers and lakes as the guide, and adhere to both pollution reduction and ecological expansion, focusing on the following aspects.

The first is to fight the tough battle of urban black and odorous water treatment. We will continue to promote the treatment of black and odorous water bodies in cities and carry out investigation and rectification of black and odorous water bodies in county-level cities. This year, we will organize the completion of investigation of black and odorous water bodies in built-up areas of county-level cities and formulate rectification plans. Organize prefecture-level cities to carry out "looking back" to consolidate the effectiveness of black and odorous water treatment.

The second is to comprehensively carry out the investigation and rectification of sewage outlets into the river. According to the deployment of the Ministry of Ecology and Environment, combined with the demand for improving the quality of water environment, and in accordance with the requirements of "banning a batch, merging a batch and standardizing a batch", the sewage outlets into the river will be investigated and rectified. This year, we will complete the investigation of the sewage outlets of the main stream and main branches of the Yellow River, and carry out traceability and monitoring.

The third is to continue to strengthen the "three sources" prevention and control. In terms of living sources, we will accelerate the renovation of the domestic sewage collection plant network and comprehensively improve the sewage collection and treatment capacity of the towns. In terms of industrial sources, we will promote the clean transformation of key industries and strengthen the centralized sewage treatment facilities in industrial parks to improve quality and efficiency. In terms of agricultural sources, we will continue to promote the "four controls" of agricultural non-point sources, and carry out monitoring and management of farmland retreat in large and medium-sized irrigation areas. Comprehensively promote the treatment of domestic sewage in rural and pastoral areas, and prevent and control livestock and poultry breeding pollution.

The fourth is to consolidate and improve the protection of drinking water sources. Focusing on the water sources above the county level, we will continue to standardize the construction of water sources. Accelerate the demarcation and demarcation of township-level water source protection areas. Strengthen the protection of drinking water sources in rural pastoral areas.

In addition, in terms of ecological expansion, during the "14th Five-Year Plan" period, the water conservation capacity of the source and upstream of key river basins will be promoted in an orderly manner, and the construction of ecological buffer zones and wetland protection of key rivers and lakes will be strengthened. Strictly control the bottom line of ecological flow and strive to achieve the goal of ensuring ecological flow in important rivers and lakes. Guide and encourage all the cities in the Union to implement ecological flow guarantee, water ecological protection and restoration, and water environment control measures according to local conditions, and take the lead in realizing the beautiful river and lake goal of "having rivers and water, fish and grass, and harmony between people and water" in some rivers and lakes, so that the people can feel the beauty of rivers and lakes with "clear water and green shores and shallow fish" more.

Phoenix Network reporter:What achievements have been made in the prevention and control of soil and groundwater pollution in our region during the 13 th Five-Year Plan? What measures will be taken to promote the prevention and control of soil and groundwater pollution in the 14 th Five-Year Plan?

Liu Fen, Deputy Director of Soil Ecological Environment Department of Autonomous Region Ecological Environment Department:During the "Thirteenth Five-Year Plan" period, our district conscientiously implemented the decision-making arrangements of the CPC Central Committee and the State Council, and party committees and governments at all levels and relevant departments jointly promoted the action plan for soil pollution prevention and control. Policies such as Implementation Opinions on Implementing the Action Plan for Soil Pollution Prevention and Control, Three-year Plan for Soil Pollution Prevention and Control in Inner Mongolia Autonomous Region and Regulations on Soil Pollution Prevention and Control in Inner Mongolia Autonomous Region were issued, and the system of soil pollution prevention and control was basically established; Carry out detailed investigation of soil pollution of agricultural land and investigation of soil pollution of enterprises in key industries, and basically grasp the area and distribution of soil pollution of agricultural land in the whole region, as well as the distribution, pollution status and environmental risk level of contaminated plots of enterprises in production and closed enterprises in key industries; We will implement classified management of agricultural land and access management of construction land, carry out self-monitoring of soil and groundwater in 245 key supervision enterprises of soil environment, and implement the investigation system of potential risks. By the end of 2020, the safe utilization rate of polluted farmland and polluted land in our region will reach 100%.

During the 14th Five-Year Plan period, we will continue to implement the Opinions of the Central Committee of the Communist Party of China and the State Council on Deepening the Fight against Pollution, and carry out in-depth prevention and control of soil and groundwater pollution.

First, strengthen the prevention and control of soil pollution. Continue to promote the classified management and safe use of agricultural land, complete the traceability investigation and cause analysis of contaminated cultivated land in key cities, and dynamically adjust the soil environmental quality category of cultivated land. Solidly promote the prevention and control of the source of soil ecological and environmental risks, carry out the investigation and rectification of solid wastes left over from mining areas in key areas, and continue to promote the investigation and rectification of enterprises involved in heavy metals such as cadmium around cultivated land. Effectively prevent new soil environmental pollution in construction land, encourage key units of soil pollution to implement pipeline, sealing, anti-corrosion and anti-seepage transformation according to local conditions, and eliminate soil pollution from the source. Supervise and monitor the surrounding soil and groundwater for key supervision enterprises of soil pollution, and urge enterprises to carry out self-monitoring and hidden danger investigation regularly. We will promote the risk management, control and restoration of construction land in an orderly manner, strictly manage land access, and carry out soil investigation and risk management and control on contaminated plots of construction land included in the priority control list.

The second is to promote the prevention and control of groundwater pollution. To carry out the investigation and evaluation of the groundwater environment around Shuang Yuan and the state-controlled assessment points, complete the setting of the assessment points of groundwater environmental quality in the state and autonomous regions, and build the groundwater environmental monitoring network in the whole region. Investigate and evaluate high-risk chemical production enterprises and industrial clusters, key tailings ponds, hazardous waste disposal sites, landfill sites and other areas, and take risk prevention and control measures. Carry out zoning of groundwater pollution prevention and control, implement the responsibility of groundwater pollution prevention, and study and establish a list of key pollutant discharge units for groundwater pollution prevention and control. Actively promote the construction of the pilot area for groundwater pollution prevention and control, and steadily improve the level of groundwater pollution prevention and control in the whole region. Thank you.

Inner Mongolia Daily reporterDuring the Tenth Five-Year Plan period, what specific measures were taken to implement the domestic sewage treatment in rural and pastoral areas?

Liu Fen, Deputy Director of Soil Ecological Environment Department of Autonomous Region Ecological Environment Department:During the "Fourteenth Five-Year Plan" period, 1,600 administrative villages will be newly completed in our district, and by the end of 2025, the domestic sewage treatment rate in rural and pastoral areas in the whole region will reach 32%.

The first is to promote governance in batches. In 2021, domestic sewage treatment in 300 administrative villages has been completed in our district. In 2022, focusing on rural and pastoral areas along the Yellow River Basin, domestic sewage treatment tasks will be carried out in 400 administrative villages, including 187 administrative villages within 3 kilometers of the Yellow River Basin. From 2023 to 2024, the domestic sewage treatment in 400 administrative villages will be implemented every year, focusing on the areas along the Yellow River basin, "one lake and two seas" and the surrounding areas of Chahan Naoer. In 2025, the domestic sewage treatment in 100 administrative villages will be completed.

The second is to strengthen governance according to local conditions. Compile the technical guide for domestic sewage treatment in rural and pastoral areas of the autonomous region, adjust and optimize the domestic sewage treatment planning in rural and pastoral areas of the county, and guide the union cities to choose the domestic sewage treatment and resource utilization mode according to local conditions according to the factors such as region, population size, sewage production and operation cost.

The third is to promote the connection between rural domestic sewage treatment and toilet improvement. In areas where the renovation of flushing toilets has been completed, the shortcomings in the construction of sewage facilities will be accelerated. In areas with small population and water shortage, it is necessary to promote the treatment of domestic sewage in rural pastoral areas with the focus on the transformation of sanitary toilets, and fully link up the mode selection and facility construction. Especially in areas where traditional dry toilets and waterless toilets are mainly used, on the basis of eliminating the direct discharge of septic tank effluent, the channel of returning manure to the field and grass nearby after decomposition treatment is unblocked to realize resource utilization.

The fourth is to promote the establishment of the operation and maintenance mechanism of rural domestic sewage treatment facilities. Adhere to the user-oriented, pay equal attention to construction and management, and make overall consideration of project construction and operation and maintenance in the planning and design stage, so as to achieve synchronous design, synchronous construction and synchronous implementation. Guide the Union City and Qixian County to formulate guidelines for the operation and management of domestic sewage treatment facilities in rural and pastoral areas, establish an operation and management mechanism, and promote the integration of facility construction and operation and management.

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National Sports General Administration Mountaineering Management Center

　　　　On March 18th-19th, 2023, another city-level international competition-2023 China Tianfu Longquan Mountain China100 Mountain Cross-country Race, co-sponsored by the Mountaineering Management Center of the State Sports General Administration and the people’s governments of chinese mountaineering association and Chengdu, was successfully held in Longquan Mountain Urban Forest Park in Chengdu.

　　China100 Mountain Cross-country Race is an international outdoor sports brand race founded by the Mountaineering Management Center of the State Sports General Administration and chinese mountaineering association in 2013. Since its establishment more than ten years ago, China100 has traveled to Yuyao, Zhejiang, Gongga, Sichuan, Jigongshan, Henan and other places, and nearly 100,000 people from more than 20 countries and regions have participated in it, feeling the local customs of all parts of the country with enthusiastic and energetic cross-country running.

　　Lepao Longquan Mountain

　　Feel the park city with your steps.

　　As the first park city in China, Chengdu has gradually formed a new urban development pattern of "one mountain with two wings" in the historical process of building a park city demonstration zone that practices the new development concept, and Longquan Mountain has also become the "urban green heart" that outdoor sports enthusiasts and citizens are eager for.

　　In order to give full play to the natural resource endowment advantage of Longquan Mountain Urban Forest Park and realize the creative transformation of the ecological value of the forest park, with sports events as the "urban green heart", with the support of the Mountaineering Center of the General Administration and chinese mountaineering association, China100 brand officially settled in Chengdu this year and was held in Longquan Mountain Urban Forest Park, which is enough to show the unique geographical location, abundant landscape resources and ecological endowment of Longquan Mountain Urban Forest Park and its natural advantages in popularizing outdoor sports.

　　With the countdown to the Chengdu Universiade, the atmosphere of "Love Chengdu and Welcome the Universiade" continues to heat up. Chengdu, a city of vitality and sports, is welcoming friends from all corners of the country with a vibrant attitude.

　　As the first international mountain cross-country race in Chengdu, the 2023 Tianfu Longquan Mountain China100 Mountain Cross-country Race is in the spring of March, and the mountains on Longquan Mountain are full of flowers and colorful. Athletes and outdoor enthusiasts will touch the natural and cultural scenery of Longquan Mountain Urban Forest Park at close range in an active and challenging way, and measure the ecological beauty of Chengdu as a park city with running steps.

　　Chengdu blew the assembly number

　　Integrate into nature "households" and move into a new life.

　　Mountain cross-country race is an important form of mountain outdoor sports, and now it has become a popular sports event all over the world. At the same time, it is a sport that challenges itself and transcends the limits, and it is also a vivid interpretation of the sportsmanship of tenacious struggle and courage.

　　China Tianfu Longquan Mountain China100 Mountain Cross-country Race Track in 2023 is dominated by relatively mature routes around the lake and mountains. The starting point of the race is located in Danjingtai, Longquan Mountain, and the ending points are Sanchahu Campus of Chengdu Institute of Physical Education and Hubin Square in Tianfu New District, Sichuan Province according to different routes. The track highlights the superior ecological value and tourism resources of Longquan Mountain Urban Forest Park, and highlights the new concept of mountain outdoor sports, which is "integrating into nature, making a new life and making cross-country happier", showing ".　

　　　　In this competition, the long-distance 105-kilometer master group, 70-kilometer elite group and 45-kilometer challenge group are mainly for professional players to surpass themselves in the challenge. The 12-kilometer Happy Group and the 3-kilometer Parent-child Rainbow Run allow more citizens and enthusiasts to experience the fun of indulging in Longquan Mountain and running between mountains and rivers.

　　The total scale of the competition reached 2,000 people, including 400 people in the 105km Master Group, 70km Elite Group, 1,200 people in the 45km Challenge Group, 12km Happy Group and about 400 people in the 3km Rainbow Run.　

　　Among the athletes, there are many cross-country runners, such as Zhao Jiaju, a domestic cross-country runner, Shiro Dorje, the top ten elite athlete of ITRA in China, Fu Huarong, Zheng Junyue, and so on.

　　It is worth mentioning that chinese mountaineering association mountaineering outdoor media collecting group joined hands with the Capital Media Running Group, and invited more than 10 media people who love running to participate in it personally, reporting the joy and excitement of cross-country running in an experiential way.

　　"Sports+"blessing

　　Leading the new fashion of outdoor sports and leisure

　　At present, Chengdu is actively promoting the construction of a park city. The overall positioning of Longquanshan Urban Forest Park is "a world-class quality urban green heart, an international urban living room and an ecological paradise loved by citizens and tourists".

　　In order to continuously release the driving effect of the event, create a multi-dimensional new scene of outdoor life, and continuously enrich the connotation of the event, Tianfu Longquan Mountain China100 Mountain Cross-country Race adheres to the guidance of professional events, integrates national fitness and outdoor leisure, and simultaneously holds a series of theme activities such as lakeside music carnival, outdoor sports film festival, Hushan Music Festival, sports equipment exhibition, outdoor sports parent-child tour, etc., so that citizens can feel the happy and beautiful life of the park city. Efforts will be made to build the event into a "mountain cross-country race in the center of the city" with the charm and abundance of Chengdu, to realize the creative transformation of the ecological value of the park city, and to develop the forest park from the green heart of Chengdu into an internationally influential mountain outdoor sports gathering area and outdoor tourism destination.

　　The State Sports General Administration attached great importance to this event, and the relevant staff of the Policy and Regulation Department also came to the competition site to guide the safety and standardization work related to the event. As the most influential mountain cross-country race brand in China, after more than two years of planning and polishing, Tianfu Longquan Mountain China100 Mountain Cross-country Race successfully settled in Chengdu, which once again proved the strong vitality and wide appeal of outdoor sports in this park city.

　　Competition results

　　105 km group

　　Top three men

　　Shi Yanghe 08:39:46

　　Wang Qinghua 08:52:21

　　Xia Zongyong 09:21:47

　　Top three women

　　Tony chen 10:23:24

　　Zhou Liting 10:25:45

　　Zhao fen 11:14:44

　　70 km group

　　Top three men

　　Zhang Huohua 05:07:25

　　Wu Yongbo 05:09:21

　　Yang Yi 05:17:48

　　Top three women

　　Wang Liping 06:52:11

　　Qin Qin 06:59:34

　　Wu Ping 07:20:17

　　45 km group

　　Top three men

　　DANIEL PEREZ 03:16:45

　　Xiong Zhiqiang 03:35:59

　　Li Gang 03:45:22

　　Top three women

　　Li Lanlan 04:30:25

　　Li Jinxia 04:32:19

　　Dongsha 04:47:36

　　12 km group

　　Top three men

　　Zhang Jiayu 00:36:32

　　Ye Jiexiong 00:36:49

　　Wang Mingxuan 00:38:30

　　Top three women

　　Jiang Wenli 00:42:43

　　Liu Pingying 00:46:09

　　00:49:48 at Kitchener.

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Artificial intelligence injects wisdom and kinetic energy into scientific research (self-reliance and self-improvement of science and technology)

　　Core reading

　　A few days ago, the Ministry of Science and Technology and other six departments issued a document, focusing on creating a number of major scenarios and expanding the application of artificial intelligence. High-level scientific research activities are one of them. Nowadays, China’s artificial intelligence technology is developing rapidly, and it has advantages in data acquisition, experimental prediction and result analysis. Life science, mathematics, chemistry, space science and other disciplines have embraced artificial intelligence. Rich application scenarios also feed back the development of technology and promote the upgrading of industrial wisdom.

　　From daily life to scientific research, today, China’s artificial intelligence technology is developing rapidly, and data and computing resources are increasingly abundant. Application demand is an important driving force for technological progress, and new technologies are often constantly improved and matured in "use". In order to promote the landing of artificial intelligence, a few days ago, the Ministry of Science and Technology and other six departments jointly issued the "Guiding Opinions on Accelerating Scene Innovation and Promoting High-quality Economic Development with High-level Application of Artificial Intelligence", focusing on creating several major scenes and expanding the application of artificial intelligence. High-level scientific research activities are one of them.

　　As a means of empowerment, how can artificial intelligence bring new research methods, and how can economic development inject "wisdom kinetic energy"?

　　Close integration helps scientific research to be more efficient and accurate.

　　Among many disciplines, life science research and artificial intelligence are closely integrated, and one of the hot directions is to predict protein structure.

　　Protein has a three-dimensional structure, and its primary structure (sequence) is composed of several amino acids in series. The three-dimensional structure determines the function of protein in cells, and many diseases are caused by the important protein structural abnormality in the body. Therefore, only by drawing a "three-dimensional map" of important protein in human body can we find the target of drugs acting on human body, thus developing accurate and effective new drugs.

　　Traditionally, scientists have observed the three-dimensional structure of protein by means of cryoelectron microscopy, X-ray and nuclear magnetic resonance, but this process is time-consuming, laborious and expensive. "Taking the cryomicroscope as an example, it costs tens of millions of yuan to arrange an observation platform, and it will take a long time for researchers to draw the protein structure." He Jingzhou, head of Baidu’s propeller bio-computing platform, said.

　　Due to the high difficulty, long experimental period and high cost, the number of three-dimensional structures of protein observed by traditional methods is very limited. In contrast, amino acid sequencing is much easier. Why can’t we predict the structure of protein based on the amino acid sequence? As early as 1972, American biochemist Christian anfinsen put forward this idea in his Nobel Prize acceptance speech.

　　It is precisely artificial intelligence that accurately predicts the three-dimensional structure of proteins from their primary structure. However, human beings have made slow progress in trying to analyze protein Group. It is explained that, on the one hand, because the existing biological data is small in quantity and low in quality, deep learning lacks enough samples; On the other hand, because the artificial intelligence algorithm is mature, it also needs a process.

　　In recent years, with the sharp increase of biological data and the optimization of artificial intelligence technology, scientists have established more accurate prediction models. In December 2020, in a competition, the artificial intelligence program "Alpha Folding" shined brilliantly, and its predicted results were similar to most experimental data. This proves that artificial intelligence has been quite accurate in predicting the structure of protein.

　　Nowadays, with the help of artificial intelligence, the work that may have taken several years can now be completed in a few minutes, and some protein structures that cannot be observed by traditional methods can also be analyzed.

　　It is understood that using artificial intelligence, researchers have predicted the structure of more than 200 million protein species of about 1 million species, covering almost every protein that has been recorded by the scientific community. This will have a great impact on the field of structural biology, which may lead to a paradigm change in life science research and enhance human understanding of life.

　　It has broad prospects and plays a role in many fields such as life science.

　　Artificial intelligence has entered the field of vision of life science research, and the demand of biomedical industry is an important driving force. According to reports, in the biopharmaceutical industry, the types of drugs that can be developed for every $1 billion invested have been declining. The research and development of new drugs is becoming more and more difficult, and the cycle is getting longer and longer. There is an urgent need for new methods to break through, and artificial intelligence has high hopes.

　　Not only does it accelerate the research and development of new drugs, but artificial intelligence is playing an important role in more and more fields of life sciences.

　　At the beginning of this year, a protein prediction model run by Chengdu Center of National Supercomputing helped the team of Wheat Research Institute of Agricultural College of Sichuan Agricultural University successfully analyze the molecular mechanism of PGS1 regulating seed development and affecting yield, and provided theoretical basis for cultivating high-yield and high-quality wheat materials. Researchers say that without artificial intelligence, it is difficult to make this breakthrough efficiently.

　　Researchers also try to introduce artificial intelligence technology into vaccine design. For example, compared with protein vaccine and DNA vaccine, mRNA vaccine has the advantages of fast mass production and good anti-infectivity, but its stability and immunogenicity are relatively poor. To make up for these shortcomings, researchers have been hoping to optimize the sequence design of mRNA vaccine to make it more stable and more immunogenic. With higher efficiency and lower cost, the intervention of artificial intelligence is expected to provide new ideas for vaccine research and development.

　　Precision therapy is also a stage for the application of artificial intelligence. Through the method of machine learning, in theory, artificial intelligence can decode the human immune system and explore the complex immune laws of some diseases more accurately, thus helping people understand diseases and develop therapeutic drugs and methods more efficiently and pertinently.

　　With the increase of human data and knowledge accumulated in new drug research and development brought by genomics research, and the continuous iteration of machine learning algorithms, industry experts believe that artificial intelligence has broad prospects in the field of life sciences. Some researchers even imagine to build a unified knowledge map by relying on a powerful biological computing engine and using a large amount of biological data to promote the understanding of life and health.

　　Rich scenes, pushing the application to a higher level.

　　Walking into life science research, artificial intelligence brings new methods, and it is also expected to open a new era of biomedical industry.

　　Experts in the industry said that seizing the new opportunities of intelligent drug design and strengthening the layout of artificial intelligence and biomedicine will help us to take the lead in the new track of new drug research and development.

　　Although artificial intelligence+biomedicine has developed rapidly, it has just started on the whole. He Jingzhou believes that the biomedical industry has a history of hundreds of years, with mature and perfect research processes, industrial chains and division of labor. The improvement of artificial intelligence is only some of them. "Biomedical is related to life and health, and the development of the industry should be steadily advanced, maintaining rationality and awe." Up to now, there is no new drug discovered entirely by artificial intelligence in the world. Some products developed by artificial intelligence are still a long way from the real market.

　　Seeing the advantages of artificial intelligence technology in data acquisition, experimental prediction and result analysis, mathematics, chemistry, materials science and space science have also embraced artificial intelligence.

　　The performance of lithium batteries varies with different material compositions. In response to the demand for lithium batteries in a variety of scenarios, researchers hope to design a suitable lithium battery system by optimizing the material combination.

　　"In the past, the design of material systems mainly relied on manual experiments, which was very inefficient." Zhang Qiang, a professor at the Department of Chemical Engineering in Tsinghua University, said that at present, he is leading the team to predict molecular properties with artificial intelligence, so as to find energy materials more efficiently and accurately and design more valuable and safer battery systems.

　　According to estimates, the scale of China’s artificial intelligence core industry exceeds 400 billion yuan, and the number of enterprises exceeds 3,000. Thanks to the strong demand brought by massive data processing and the experimental soil provided by rich application scenarios, China is at the forefront of the world in the fields of computer vision and speech recognition.

　　Experts in the industry suggest that it is necessary to give full play to the advantages of rich application scenarios in China to promote the application of artificial intelligence to a higher level. Creating a major scene around high-level scientific research activities will promote the application of artificial intelligence in China and inject "wisdom and kinetic energy" into high-quality economic development.

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Premier League

At 23: 30 pm Beijing time on October 29th, the 10th round of the 2023-24 Premier League ushered in the first Manchester City Derby of this season, and Manchester United played against Manchester City at Old Trafford Stadium. In the first half, Hoyle pulled Rodley down and sent a penalty, and Harland took the penalty and hit it; In the second half, Harland scored twice with another goal, and before the end, he assisted Foton to seal the victory. Onana made many dives in the audience. In the end, Manchester City beat Manchester United 3-0 away.

This game is the 191st Manchester City Derby in history. Before the game, a series of activities were held at Old Trafford Stadium to commemorate the legendary Sir Bobby Charlton.

In the second minute, Manchester United stole the ball in midfield, and McTominay took the ball to the front of the penalty area and shot it with his left foot. The ball was not strong enough for Edersen. In the 8th minute, Rodley in the frontcourt hoisted the ball into the right side of the penalty area, Walker put it in front of the baseline and knocked the ball across the middle. Foden’s header was saved by Onana.

In the 12th minute, Grali took the ball to the left side of the penalty area, but he passed it back to his opponent in an inverted triangle. Hoyle took the ball and pushed it forward. Unfortunately, his teammates responded too slowly, and the fast break turned into a sports war. In the 15th minute, Foton sent a straight plug from the midfield, and Onana rushed out of the penalty area to clear the ball before Harland did.

In the 20th minute, Manchester City kicked the left tactical corner, Grali grabbed the ball from the right side of the restricted area and shot the far corner, and Onana saved the ball.In the 26th minute, Manchester City won a free kick in the frontcourt, and the ball was hoisted into the penalty area. Rodley, who was fighting for the landing point, was pulled down by Hoyle, and the referee awarded a penalty after watching VAR.

The penalty was taken by Harland, who shot his left foot low in the lower right corner of the goal and tricked Onana into scoring the ball. Manchester City led Manchester United 1-0.

In the 31st minute, Manchester City made a mistake in the frontcourt return, and Hoyle got the ball and got a half-single-handed chance. After he passed the goalkeeper, he didn’t have an angle to shoot, and then he crossed the middle. Unfortunately, B shot high from a small angle.

In the 36th minute, Manchester City made a cross from the right in the frontcourt. Maguire’s header in the penalty area was on Dallot, and he was almost attacked by Grali. In the 37th minute, Manchester City got a free kick from the left outside the penalty area, and Alvarez shot directly, and Onana saved the ball.

In the 45th minute, Manchester United made a long pass from the right side of the midfield. At the top of the arc, McTominay stopped the ball and turned to volley. Edersen saved the ball with one hand. In the 45th+4th minute, Seat B made a forward pass on the left baseline of the restricted area, and Harland headed Taishan in the small restricted area, and Onana flew to dedicate himself. At the end of the first half, Manchester City temporarily took the lead.

In the second half, Yi Bian fought again. In the 48th minute, B Fei received a tactical corner kick in front of the penalty area and made a long shot. Edersen saved the ball. In the 56th minute, Grali took the ball to the far corner from the left side of the restricted area, and Onana saved the ball sideways.In the 50th minute, the B-seat caught the ball and came to the bottom line on the left side of the penalty area. Harland in the middle headed the goal. This time, Onana had no choice. Manchester City led Manchester United 2-0.

In the 58th minute, Alvarez directly blocked the left side of the restricted area at the top of the arc, and Grali made a small-angle volley, and the ball missed the far post. In the 66th minute, Seat B shot with his left foot in front of the penalty area, and Onana hugged the ball. In the 69th minute, Rachford moved forward into the restricted area, and after receiving a long pass from the midfield, he shot low from a far corner at a small angle, and the ball missed slightly.

In the 71st minute, Grali sent a straight plug in the frontcourt, and Harland caught the ball to form a single knife. His volley on the left side of the restricted area was blocked by the attacking Onana. A minute later, Lindelov and Onana’s continuous mistakes almost gave Manchester City a goal.

In the 80th minute, Rodley took the ball and made a long-range shot in front of the restricted area. Onana saved the ball sideways, Harland got the ball on the left side of the restricted area and then passed it horizontally. Foden in the middle of the road easily shoveled the empty net and Manchester City led Manchester United 3-0.

In the 82nd minute, Manchester City made a cross from the left side of the penalty area. Before the penalty spot, Foden turned his back and hit the door, and the ball only missed a little.

In the end, the whole game ended and Manchester City beat Manchester United 3-0.

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Thirty-one provinces started the teacher qualification examination registration today. This information needs to be understood.

　　BEIJING, Beijing, Sept. 2 (Xinhua)-From the 2nd, the registration of primary and secondary school teachers’ qualification examination (written examination) will begin in the second half of 2021. In recent years, the professional attractiveness of teachers has been continuously enhanced. During the 13th Five-Year Plan period, the average number of qualified teachers in China was more than 1.6 million, and the "teaching enthusiasm" was concerned by public opinion.

　　Registration for the teaching examination will begin in the second half of the year.

　　According to the news from the Examination Center of the Ministry of Education, the registration for the qualification examination (written examination) for primary and secondary school teachers in the second half of 2021 began on September 2.

　　Judging from the registration announcements issued by various provinces a few days ago, the written test was held in 31 provinces (autonomous regions and municipalities directly under the Central Government), and the registration announcements of various provinces (autonomous regions and municipalities directly under the Central Government) also went online one after another.

　　According to the current teacher qualification examination method, the examination is held twice a year in most provinces, and the general written examination is arranged in March of the first half of the year and November of the second half of the year, 1-mdash ahead of schedule; Start registration in 2 months.

　　According to local announcements, the national primary and secondary school teacher qualification examination (written examination) in the second half of this year will be held on October 30th.

　　The "Thirteenth Five-Year Plan" has recognized more than 1.6 million teachers annually.

　　In recent years, the "enthusiasm for teaching resources" has become a topic of social concern. According to the data released by the Ministry of Education in December last year, during the "Thirteenth Five-Year Plan" period, 28 provinces participated in the pilot reform of the qualification examination and regular registration system for primary and secondary school teachers, and the average number of qualified teachers was over 1.6 million, an increase of about 37% compared with the "Twelfth Five-Year Plan" year.

　　Judging from the examination of teaching resources, in recent years, the teacher qualification examination has been held twice a year, and the number of applicants for each examination is over one million. In 2016, the number of applicants for the teacher qualification examination totaled 2.6 million, reaching 4.1 million in 2017 and climbing to 9 million in 2019.

　　For example, in the second half of 2019, on the first day of the teacher qualification examination online report, due to too many applicants, the registration port was congested, and the server that registered for official website once collapsed due to excessive pressure, which even made a hot search on the Internet. In that exam, the number of applicants was as high as 5.9 million.

　　Expert: The attraction of the teaching profession is increasing.

　　Chu Zhaohui, a researcher at China Education Research Institute, analyzed that the "fever" of the teaching-funded examination was firstly due to the increasing scale of college graduates in recent years, and the total scale of college graduates in 2021 reached 9.09 million. Under the employment competition, holding a certificate means an extra "outlet".

　　"From a macro perspective, teachers’ salaries and benefits are constantly improving, and the state has also given priority to ensuring demand in the preparation. The attractiveness of teachers’ careers in the future is increasing, which is the background of the rising popularity of teaching examinations." Zhang Xiaojing, an expert from Huatu Education Teachers Research Institute, analyzed.

　　Zhang Xiaojing said that in recent years, the state has raised the entry threshold for teachers, and the teacher qualification certificate has become a necessary condition for teachers inside and outside the staff. In addition, in recent years, the state has gradually required some teachers in training institutions to obtain teacher qualification certificates, which has led to the popularity of teacher qualification examinations.

　　Relevant experts also said that although the number of teachers applying for the exam has increased, the ratio of the number of qualified teachers to the number of on-the-job teachers is still low, and the source of teachers should be more active, so that more outstanding talents can enter the teaching industry.

The form is taken from the announcement of the qualification examination (written examination) for primary and secondary school teachers in Hebei Province in the second half of 2021.

　　What qualities are examined in the teaching examination?

　　As far as examinations are concerned, primary and secondary school teachers’ qualification examinations include kindergarten teachers’ qualification examination, primary school teachers’ qualification examination, junior middle school teachers’ qualification examination, senior middle school teachers’ qualification examination, secondary vocational school cultural courses and professional courses teaching, and secondary vocational school internship guidance teaching examination.

　　Examination is a national unified examination established by the state and organized by provincial education administrative departments, including written examination and interview.

　　According to the introduction of the primary and secondary school teacher qualification examination network of the examination center of the Ministry of Education, it is necessary to examine whether the applicant has the professional ethics, basic literacy, educational and teaching ability and professional development potential of teachers through the implementation of the primary and secondary school teacher qualification examination.

　　Zhang Xiaojing said that the teacher qualification examination is based on the principle of strictly controlling the entrance of teachers and attaches importance to the examination of the comprehensive ability of applicants. In recent years, the difficulty of teaching-funded examination has increased, and the proposition angle of comprehension and application topics has become more novel and flexible, focusing on examining candidates’ comprehension ability and comprehensive application ability, especially on teachers’ innovation ability. (End)

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What else did you do right except ＂down the snow field＂ and ＂twinkle, twinkle, twinkle, bright stars＂

Special feature of 1905 film network According to the statistics of the National Film Bureau, the total box office of movies on New Year’s Day holiday in 2024 was 1.533 billion yuan, setting a new record for the same period, with 36.6 million people watching movies and 1.411 billion yuan for domestic movies, accounting for 92.04% of the market.

Among them, the movie with the same name of the phenomenal explosion drama series won the box office champion on New Year’s Day with a box office score of 605 million yuan. In addition, the number of people who want to see the film before screening and the pre-sale results also ranked first in the same period.

Behind the box office performance of Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Stars, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle,

"Good Time, Good Place and Good People" in Twinkle, Twinkle and Bright Stars

The success of Twinkle, Twinkle, Bright Stars should be said to meet the three elements of "time, place and people" at the same time.

From the perspective of "weather", Twinkle, twinkle, bright stars is scheduled for New Year’s Eve. No matter whether it is "heavy snow" or "fireworks all over the sky" released in advance in the film’s announcement, it just provides the audience with the sense of ceremony they need on the occasion of the New Year’s Eve, and makes it a new choice to spend the countdown with lovers and girlfriends in the cinema.

The "sprinkling sugar" in the film itself is also a real "pouring sugar jar", and the word-of-mouth such as "sweet explosion" that keeps fermenting after the screening also makes the audience willing to go into the cinema to celebrate the New Year.

"Geographical location" is inseparable from the "viewing marketing" discussed in the program before "Today’s Film Review". "Twinkle, twinkle, twinkle, bright stars" has been stirring up the mystery of the "snow special field" before the release, echoing the famous scene of "Zhang Wansen, it’s snowing" that broke the hearts of countless viewers in the TV series, making the "snow special field" packed up early once the film was pre-sold.

Although the "snow special field" was limited by different cinema equipment, the final effect was not satisfactory, but it still promoted the "twinkle, twinkle, bright stars" to take a big step forward in publicity.

Finally, I have to mention "harmony between people". "Twinkle, twinkle, bright stars" aims at the target audience of the film itself very accurately — — Young women are the main audience, and most of them are in third-and fourth-tier cities.

And Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Stars, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle,

Looking closely at the fan portraits of Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Stars, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle,

Zhang Wansen, the hero of the film story, is called "secretly in love with the ceiling" and is a boy who "loves you hard to open his heart". What the female audience feels about Zhang Wansen is not "why don’t you say it", but "painful" and "abusive". This kind of sugar left in the glass slag on the ground can most impress the female audience.

Secondly, in the fourth-tier cities, where the pace of life is not so fast, the audience rarely takes care of all the contents of the film that are very demanding of logic, nor excessively thinks that the plot of the film is "ungrounded" and "suspended". What the audience in the fourth-tier cities need more is actually a "vacuum layer" created by isolating social pressure. In the layer, the audience can wholeheartedly enjoy the friction brought by love and romance and enjoy a wonderful dream woven by light and shadow.

Just as in Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twi Another example is some very important images in movies — — The moon, ferris wheel, spaceship, every element is hard to touch in reality, but it builds a romantic dream for the audience.

Word-of-mouth differentiation and the decline in the number of people watching movies,What are the shortcomings of Twinkle, Twinkle and Bright Stars?

However, two days after the film was released, the single-day box office performance of Twinkle, Twinkle and Bright Stars dropped from the first to the third, and the word-of-mouth of the film gradually became polarized. What are the shortcomings behind "Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Stars"?

First of all, "Twinkle, twinkle, bright stars" has always been a fan-oriented movie that was born with a huge fan base. It really caters to the needs of fans and realizes the unfulfilled wishes of the hero and heroine in TV dramas.

But also because of this, two days after the film was released, the number of people watching the film dropped sharply. The audience who wanted to watch the film for the first time had already entered the cinema, but for those who didn’t understand the TV series, the charm of the film was lacking.

In addition, although Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Stars, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle, Twinkle,

In fact, these two points also remind all other producers of drama modification how to adjust the direction in the subsequent film production to meet the common expectations of drama powder and non-drama powder.

"Twinkle, twinkle, twinkle, bright stars" was established in May and released at the end of the year. The overall production cycle is very short and the efficiency is very fast, but it can only be a film promoted under the routine industrial process. Only by catching up with specific time nodes, themes and people can it be successful. But in fact, a good film should be more refined in content and shooting skills, and naturally it will have a better release effect.

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Premier League

Thirty-one provinces started the teacher qualification examination registration today. This information needs to be understood.

What else did you do right except ＂down the snow field＂ and ＂twinkle, twinkle, twinkle, bright stars＂

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After the 01 fierce battle subsided, the only pioneer

The bitter business of "bending down to pick up steel shovel" ushered in a new rival of "group shop"?

03 tens of billions of investment, far from the end.

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