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Who is the "king of new drama" in 2021? | Annual inventory

Author | Corner

In the past 2021, which work moved you in the drama market?

Is it The Awakeing Age, who scored 9.3 points in Douban and reappeared the revolutionary ancestors, or Children of the Qiao Family, who is worried about the Qiao family, or catching up with CP in You are my glory and my city camp, feeling the power of women in I’m fine in a foreign land and love is delicious, and being completely defeated by Minning Town’s Meritorious Work … No matter what the answer is, I think.

And this is the key word for the development of the drama market last year, namelyAesthetic differentiation. In the "2021 Drama Observation" released by v age, there is such a set of data: the average score of douban in the national drama market from 2018 to 2021 is 5.69, 6.02, 6.09 and 5.71 respectively. Although on the bright side, the overall creative level of domestic dramas was not high last year, the scores of 9 points for 3 douban and 8 points for 5 douban also highlighted the polarization of word-of-mouth in the market last year.In other words, this is a new signal that the works in the national drama market are stratified and aesthetically divided.

From the perspective of subject matter, the phenomenon that the theme of the main melody was in vogue and the "national carnival" was ushered in for the first time last year, which delighted the market; The "family drama" of the main track and her theme also performed brilliantly last year; In contrast, the suspense of ancient costumes, sweet pets, and even the key layout of the platform in the past two years is bleak.

Changes in the content level also affect the platforms and production companies behind them.From the perspective of platform, last year was a year of great changes.The "new business model" advanced on-demand was pressed the pause button, and the single-chip payment with high hopes received a flat response. The theater mode opened by iQiyi last year also entered a cooling-off period this year. In contrast, the solo mode of platform betting has its own scenery.

At the company level, head companies such as Xinli, Huace and Ningmeng are still eye-catching, and medium-sized enterprises such as Linghe Culture and Wuyuan Culture also have certain export capabilities. But what really surprised the market last year was a group of new companies (people), such as Chunyu Film and Television behind Meritorious Work, director Chen Zhengdao of Love is delicious, and "cross-border" companies like Matt, Bona, Yuekai and Taiyang Chuanhe, whose arrival enriched the whole drama market.

In 2021, the drama market is still brilliant. This year, the performing arts industry "clear action", artists "salary limit order", individual themes were rectified … Under a new round of benign cycle, the market is also accelerating to return to rationality.

"Sweeping the Black" topped the summit and "Awakening" broke the circle.

Towards a "Divided" 2021

 

Improving quality and reducing quantity is a key word in the development of drama market in recent years. But where did this trend go? Perhaps the drama market in 2021 is the most convincing.

According to Yien data, the number of new works in the drama market in 2021 was 341, down 16.6% year-on-year. Among them, 233 pure online dramas were launched, a year-on-year decrease of 21.5%. Judging from the broadcast index, the slight increase in the drama market last year compared with the previous year also implies the progress of "improving quality and reducing quantity" in the drama market, which has been further promoted.

From another dimension, this obviously represents that the market has moved towards the stage of differentiation. According to the annual TOP popularity list published by major data lists, Sweeping the Black Storm and My Widowed-in-law are ranked in different lists TOP1, followed by You are my glory starring Yang Yang and Dilraba, Rebel starring Zhu Yilong and nursery rhymes, and other popular dramas such as Xiao Shede and Si Teng My dear Guardian.

These works on the list also fully prove the trend of market segmentation. Even if it is a super explosion such as "Sweeping the Black Storm" and "My Wife", the market heat has not reached the fault lead. In other words,There are fine works, dark horse works and no phenomenal works, which is a major trend in the development of drama market last year.

Why is there the current phenomenon? Obviously, this is closely related to the development of the current drama market. One is that with the rapid rise of short videos and micro-short plays, long plays are no longer a single decompression method. On the contrary, it is constantly changing because of the impact of short dramas and short videos. Relevant data show that last year, 471 mini-short dramas (single episode duration less than 20 minutes) were launched on the long video platform, an increase of 171 over the same period of last year; The feature film was effectively broadcast 3.4 billion, up 115% year-on-year, which means that the long drama market is being hit.

Another factor comes from the aesthetic stratification of the public. In addition to the aesthetic differentiation of the network platform, many works in the drama market last year also showed a clear trend of audience differentiation. For example, "Knife in the Snow", which focuses on the male frequency market, shows that its male audience reaches 59%; The high-profile love drama "You are my glory" won 84% of the female audience.

In particular,Last year, the drama market really broke the circle, and the theme of the works with family fun attributes was the main theme and family drama.His representative works are The Awakeing Age and Minning Town’s Meritorious Work, Children of the Qiao Family, Xiao Shede, Xiaomin’s Family, Growing Up with You, etc. These two kinds of works have not only gained a fixed audience, but also gradually moved closer to young people, especially the theme of the main melody, which was the biggest surprise in the market last year and laid a solid foundation for the emergence of more main melody works in the follow-up market.

Another obvious trend of diversification is that a number of online drama works in the drama market last year, such as Sten and Love is delicious, gained high ratings during the broadcast period, which also aggravated this trend.

Generally speaking, the trend of "focus" in the drama market in 2021 is remarkable, and the market has officially entered the stage of improving quality and reducing quantity under the steady progress of high-quality and explosive works without phenomenal level. In the long run, this is a benign development.

Cancel the over-point, set up a "brand",

"Platform solo broadcasting" was just the time.

 

Compared with the changes in market and content, the business model of drama market has obviously developed to a new stage last year. Video websites headed by Ai Youteng have successively turned off advanced on-demand in October last year. This means that the profit model of video websites will return to the "original stage", that is, advertising revenue and membership income.

According to the current public data, besides iQiyi and Tencent, Youku and Mango are also approaching. At the end of the year, Iqiyi and Mango also "slightly raised" the price of their own members to varying degrees. At present, the price of the two consecutive annual membership is 218 yuan/year.

It is particularly worth mentioning that Tencent Video has tried "single-chip payment" in the field of drama series, but only from the results, the effect is not significant. The usual business model in the film market has to wait for the flowers to bloom when it is replaced by the drama market.

(Tencent video "Single Chip Pay" drama)

The competition of business model is also reflected in the theatrical operation of the platform. After the staged victory of iQiyi’s "Fog Theater" in 2020, Mango TV opened the Monsoon Theater last year, and even TV station Oriental TV began to "emulate" Hunan Satellite TV and launched its own webcast platform. However, no matter what kind of "theater", the market did not achieve a significant victory last year, and even there was an industry question about whether the fog theater was ok.

However, according to Yunhe data, in 2021, the platform will fully operate and the effective broadcast volume of the vertical track will reach 34%. Looking at it from another dimension,The "theatrical" broadcast mode may have more market appeal than a single drama.

Judging from the scheduling mode, the solo mode of drama market last year gradually became the general trend. Not only did 302 solo dramas emerge in the online works, but video websites crushed satellite TV with 269 solo dramas. From the respective performance of the platform, Youku won with 92 works, Iqiyi and Tencent video respectively occupied the head with "My Wife" and "Sweeping the Black Storm", and Mango tv also rose from 38% in 2020 to 59%.

Judging from the effect of solo drama, it is not difficult to find that most of the head works have a remarkable broadcast effect. For example, Love is delicious, the solo drama Xiaomin’s Home by Youku, and The Wind in Luoyang and Who’s the Murderer by iQiyi all achieved good results in different dimensions. This is also in line with the trend that the effective broadcast volume of the new drama TOP20 in 2021 solo broadcast provided by Yunhe Data reaches 65%, which is basically consistent.

Generally speaking, although the new business model of drama market has not appeared yet, the content layout of the market is more diversified and the development model is more benign than in previous years before the platform cancels the super-point, builds the "brand" and further arranges the solo drama.

Xinli and Huace win in number,

The emergence of the "new company" delighted the market.

 

The competition of content and business model is, in the final analysis, the competition of the company’s production strength. Judging from the market performance last year, which companies outperformed the market and which companies lagged behind the market are still the focus of the industry. According to the "Annual Inventory of Film and Television Companies" released by Entertainment Unicorn (for details, please click on the link to review), we can see that the ace companies that outperformed the market last year were Xinli, Huace, Ningmeng Film, Noon Sunshine, Hualu Baina, etc., and their annual reports (listed companies only) also became considerable under the blessing of head explosions or continuous output capacity.

In fact, judging from the film and television works of these companies, their creative models can be traced.That is, in addition to the advantages of IP adaptation or "serialization", young actors familiar to the audience are introduced.For example, The Fierce Knife in the Snow, My Husband-in-law created by Xinli Media, Xiao Shede and Xiao Min’s Family created by Ning Meng Film, and Children of the Qiao Family created by Noon Sunshine all belong to this creative category.

This is the creative advantage of large companies at the content level. Last year, the drama market also gave birth to a number of relatively gratifyingMiddle waist company. Among them, there are five-element culture and Linghe culture from the brand of "suspense drama", and the representative works are Sweeping the Black Storm and A Little Tribute from Imperial Gifts. This is also the new explosion that the two companies brought to the market again after the early classic works.

Among the middle waist companies, there are Yuekai Film and Television and Taiyang Chuanhe, which are "cross-border" from artists’ brokerage companies. The works they created last year were Sten and Love is Delicious. With the popularity of word-of-mouth, the "cross-border" film and television industry of artist agency also made the market sit up and take notice.

Matt Culture also belongs to a "cross-border" company. This film and television company, which is committed to the upstream of film publicity, initially tried drama and film last year, and its "I am fine in other places" won Douban 8.2.

Among the new film and television companies, Zheng Xiaolong’s new company Chunyu Film and Television, which was founded only half a year ago, has brought Douban’s 9.1-point "Merit" to the market, and its other drama The Story of Xingfu, which is rumored to be on CCTV in the near future, can not be underestimated in its production strength on the theme of the main melody; Douban scored 4.9 points, but the ratings explosion "The Sea of Stars", which caused the "old, middle and young" collective drama chase last year, came from the era of light and shadow of a film and television company that focused on the main theme and began to transform only two years ago.

On the whole,Last year, the drama market achieved an overall improvement in content, business model and production capacity.In this new era of "fierce competition and win-win cooperation", all platforms and major companies are both rivals and partners. It is this benign competitive relationship that has contributed to the drama market in 2021 "improving quality and reducing quantity, focusing on aesthetics". In 2022, the market will make steady progress on this basis.

Release of a New Generation of Aerospace Intelligent Cloud Platform: Fully Adapting Domestic Software and Hardware

       CCTV News:On the 12th, China Aerospace Science and Industry Group released a new generation of aerospace intelligent cloud platform, which adopts intelligent, collaborative and cloudization technologies, fully adapts to domestic software and hardware, and provides services such as models, algorithms and training data for government agencies and scientific research institutes.

       The space Zhiyun 2.0 platform released this time has the ability of data analysis, information security and data collection, which can seamlessly connect different resources, realize the integration of massive data, and visually develop the whole process, so that the data is no longer obscure.

one

       Wang Ning, Researcher of Aerospace Intelligent Cloud Platform of the Second Academy of Aerospace Science and Industry Corporation:For example, the data of the Internet, such as the information of the Internet of Things linked camera, such as the information of some sensors such as state, temperature and humidity that we collected, can be supported by these data platforms for massive aggregation, and they are in different styles and modes, including video, voice and text.

       Aerospace intelligent cloud platform can provide a large number of models, algorithms and training data for data scientists; Provide comprehensive data collection, management and fusion tool components for data engineers to improve work efficiency and data security.

one

       Wang Ning, Researcher of Aerospace Intelligent Cloud Platform of the Second Academy of Aerospace Science and Industry Corporation:The key point is to solve the data security problem, and also apply the blockchain technology to determine the right of each data, whether this data is mine or yours, and who can use it where.

       According to reports, the aerospace intelligent cloud platform has fully adapted to domestic software and hardware, which will effectively promote the development of domestic operating systems, middleware, databases and other industrial chains.

The spokesman of China Securities Regulatory Commission answered a reporter’s question on "Opinions on Further Improving the Comprehensive Punishment and Prevention of Financial Fraud in the Capital M

CCTV News:According to the WeChat official account news released by the CSRC, on July 5th, the General Office of the State Council forwarded the Opinions on Further Improving the Comprehensive Punishment and Prevention of Financial Fraud in the Capital Market (hereinafter referred to as the Opinions) from the China Securities Regulatory Commission, the Ministry of Public Security, the Ministry of Finance, the People’s Bank of China, the General Administration of Financial Supervision and the State-owned Assets Supervision and Administration Commission of the State Council. The spokesman of China Securities Regulatory Commission answered a reporter’s question on the Opinions.

1. What are the main considerations in formulating the Opinions?

Financial fraud destroys the integrity foundation of the capital market and seriously infringes on the legitimate rights and interests of investors. Combating financial fraud in the capital market is a consistent focus of securities supervision and law enforcement. In recent years, China Securities Regulatory Commission has continuously improved its supervision and law enforcement, improved its law enforcement system and mechanism, and a number of major typical cases have been punished in time. From 2021 to 2023, a total of 397 cases of illegal information disclosure of listed companies were handled, including 203 cases of fraud. Since 2021, more than 150 criminal cases involving financial fraud, fund occupation and illegal guarantee have been transferred to public security organs. Promote the establishment of a class action system, in which Kangmei Pharmaceutical compensated investors for 2.459 billion yuan, and Amethyst Storage and Zeda Yisheng compensated more than 1.3 billion yuan. Resolutely implement major illegal forced delisting, and pursue the illegal behavior of delisting companies to the end, providing a basis for small and medium investors to claim compensation from the company and the responsible subject. Judging from the situation in recent years, the phenomenon of "white horse stocks" suddenly exploding due to fraud has been significantly reduced, and the market ecology has continued to improve.

With the strengthening of law enforcement, combating and preventing financial fraud is also facing some new situations and problems. For example, the concealment and complexity of financial fraud have increased significantly, making it more difficult to find and investigate. Especially in many cases recently investigated, the problem of third-party cooperation with fraud has emerged and aroused great concern in the market. At the same time, the current supervision and law enforcement mechanism of China Securities Regulatory Commission has been running for many years, which can not fully adapt to the new changes. Compared with the expectations of all parties in the market, the punishment and comprehensive effect are not enough. On the whole, fake companies are still a minority, and listed companies are always outstanding representatives of Chinese enterprises. However, financial fraud has a great impact on market confidence, and it is very harmful to the interests of investors. It is urgent for all departments and regions to form a joint force in a multi-pronged manner, and to eliminate it with heavy punches and resolutely curb it. At the same time, it is also necessary to attack and prevent both the symptoms and the root causes, deepen corporate governance, compact the responsibility of intermediaries, increase the supply of basic systems, and prevent fraud from the source.

2. What are the main contents of the Opinions?

The Opinions focus on comprehensively punishing financial fraud in the capital market, adhere to the systematic concept, further intensify the crackdown, focus on improving the regulatory coordination mechanism, and build a comprehensive long-term mechanism for punishment and prevention. The Opinions consists of 20 items, which are divided into three parts: the first part is the general requirements, the second part is the main content, and the third part is the implementation of guarantees. The main part puts forward 5 aspects and 17 specific measures.

First, resolutely crack down on and curb financial fraud in key areas. Including severely punishing fraudulent issuance of stocks and bonds, false information disclosure, misappropriation of raised funds and evasion of debts, severely cracking down on systematic fraud and third-party cooperation fraud, strengthening supervision over the abuse of accounting policies to implement fraud, and strengthening the crackdown on financial fraud in specific fields.

The second is to optimize the system and mechanism of securities supervision and law enforcement. Including improving the clue discovery mechanism, giving play to the supporting role of scientific and technological means, and enhancing the ability to penetrate supervision. Accelerate the regulatory transformation, improve the investigation and punishment mechanism of major cases, and improve the quality and efficiency of investigation. Deepen the cooperation between securities law enforcement and judicial organs in information sharing, case handling, warning education, etc., and improve the efficiency of investigating major cases.

The third is to increase all-round and three-dimensional accountability. Including speeding up the introduction of regulations on the supervision of listed companies and strengthening the deterrence of administrative accountability. Promote the judicial interpretation of the crime of breach of trust harming the interests of listed companies, and strengthen the criminal accountability of the "key minority" and the counterfeiters who constitute the crime. Improve the civil accountability support mechanism, promote the simplification of registration, litigation, execution and other procedures, strengthen compensation and relief for investors, and increase the comprehensive illegal cost.

The fourth is to strengthen inter-ministerial coordination and coordination between the central and local governments. Including the investors of state-owned assets and the competent departments of relevant enterprises to strengthen supervision and management, and seriously pursue the responsibility of financial fraud and cooperation with related enterprises and report feedback. The financial regulatory authorities have intensified their concerted efforts to crack down, urged financial institutions to pay more attention to and examine the financial authenticity, and intensified their supervision and inspection of the compliance of the letter-issuing business. Local governments regard financial authenticity as an important basis to help the superior and limit the inferior, and earnestly fulfill the responsibility of territorial disposal of risks caused by financial fraud.

Fifth, normalization and long-term prevention and control of financial fraud. Including strengthening the endogenous constraints of corporate governance, strengthening the anti-fraud duties of audit committees, giving play to the supervisory role of independent directors, and promoting the establishment of accountability mechanisms within the company. We will tighten the responsibility of "gatekeepers" of intermediaries, suspend or prohibit securities services for intermediaries with major violations of laws and regulations, improve the relevant rules of accounting and auditing in the capital market, and strengthen joint punishment and social supervision.

3. What has the China Securities Regulatory Commission done to strengthen three-dimensional accountability?

China Securities Regulatory Commission attaches great importance to increasing the illegal cost of financial fraud and the protection of investors involved, and actively promotes the construction of a three-dimensional accountability system of administrative law enforcement, civil accountability and criminal crackdown. First, at the legislative level, we will promote the revision of the Securities Law, and the upper limit of fines for companies and responsible persons who violate the rules will be greatly increased from 600,000 yuan and 300,000 yuan to 10 million yuan and 5 million yuan, and the upper limit of fines for fraudulent issuance will be increased from 5% of the raised funds to 1 time; The Criminal Law Amendment (XI) raised the maximum sentence for illegal disclosure from 3 years to 10 years; Intermediaries and employees who issue false documents can be sentenced to a maximum of 10 years in prison. Second, in the three-dimensional accountability, administrative punishment is a part of the three-dimensional accountability, and criminal accountability and civil compensation are also important components of the three-dimensional accountability. In terms of criminal accountability, more than 40 cases of financial fraud, fund occupation and illegal guarantee have been transferred to public security organs according to law this year. In terms of civil accountability, China Securities Regulatory Commission guides the investor service center, actively supports investors to initiate civil recovery litigation, and comprehensively uses advance payment, support litigation and subrogation litigation to strengthen investor compensation relief. At present, there are 10 cases in which listed companies (including some delisting companies) support investors to apply to the people’s court to initiate ordinary representative lawsuits, and 22 cases are under trial.

The "Opinions" will take increasing all-round and three-dimensional accountability as an important content. On the basis of existing work, we will further deepen the convergence of execution of major cases, highlight the key attacks on financial fraud companies and "key minorities", focus on "chasing the first evil" and severely punish the planners and organizers of fraud. Strengthen the criminal accountability of controlling shareholders and actual controllers for organizing fraud and embezzlement. Improve the civil accountability support mechanism, promote the simplification of registration, litigation, execution and other procedures, improve the model judgment mechanism, increase the application of the special representative litigation system, and facilitate investors to obtain compensation.

4. What will be done to promote the implementation of the Opinions in the next step?

The Opinions is an important institutional arrangement for building a comprehensive system to punish and prevent financial fraud in the capital market. At present, the China Securities Regulatory Commission has formulated a detailed work plan to implement the Opinions. In the next step, we will actively work with state-owned assets supervision and administration institutions, financial supervision departments, relevant enterprise departments, public security organs, local governments, etc. to further enhance the sense of responsibility, work closely together to form a joint force, and promote the implementation of various tasks and requirements of the Opinions. The first is to intensify the crackdown and punishment. Strengthen the investigation of financial fraud risks in key areas, severely punish and crack down on financial fraud, embezzlement and third-party cooperation fraud, seriously deal with violations of laws and regulations in accordance with the law, and timely report. The second is to optimize the working mechanism. China Securities Regulatory Commission will consult with relevant departments on the prevention and control of financial fraud in related fields, and work together to promote the implementation of all work. Relevant departments will also strengthen internal supervision, and those who fail to perform their duties in management or supervision will be seriously held accountable. The third is to increase publicity and guidance. Through various means, strengthen the propaganda and interpretation of the Opinions and the guidance of public opinion, and actively respond to market concerns. Relevant departments should give more guidance to the invested enterprises, supervisors or supervisory enterprises, and earnestly do a good job in the implementation of various arrangements.

The Organization Department of the Central Committee and the Ministry of Human Resources and Social Security issued the Provisions on the Examination of Staff in Institutions.

The full text of the Assessment Provisions:

Provisions on the assessment of staff in public institutions

Chapter I General Principles

Article 1 These Provisions are formulated in accordance with the Regulations on Personnel Management of Public Institutions and relevant laws and regulations in order to accurately evaluate the professional performance and work performance of staff in public institutions, standardize the assessment of staff in public institutions, promote the construction of high-quality professional staff who can shoulder the heavy responsibility of national rejuvenation, be loyal and clean, and implement the standards of good cadres in the new era.

Article 2 Staff assessment in public institutions refers to the understanding, verification and evaluation of the political quality, performance ability, work performance and work style of staff in public institutions by public institutions or competent authorities (departments) in accordance with the authority of cadre and personnel management and the prescribed standards and procedures.

The assessment of the leaders of public institutions shall be carried out in accordance with the relevant provisions.

Article 3 The staff assessment of public institutions shall be guided by the Supreme Leader’s Socialism with Chinese characteristics Thought in the new era, implement the Party’s organizational line and the principles and policies for cadres’ work in the new era, focus on fully mobilizing the enthusiasm, initiative and creativity of the staff of public institutions, promote the high-quality development of public welfare undertakings in the new era, adhere to respect for labor, knowledge, talents and creativity, comprehensively and accurately evaluate the staff of public institutions, clearly establish the orientation of selecting and employing people in the new era, and promote the formation of "those who are competent, those who are superior, and those who are mediocre". At work, we should adhere to the following principles:

(a) the party is in charge of cadres and talents;

(2) Having both ability and political integrity and putting morality first;

(three) the cause is the best, fair and decent;

(four) pay attention to performance, recognized by the masses;

(five) classification, simple and effective;

(six) the combination of examination and use, rewards and punishments.

Article 4 The methods of staff assessment in public institutions are mainly annual assessment and employment period assessment, and peacetime assessment and special assessment are carried out according to the actual work.

Chapter II Assessment Contents

Article 5 The staff of public institutions shall be assessed on the basis of their job responsibilities and tasks, with a comprehensive assessment of morality, ability, diligence, performance and honesty, with emphasis on the assessment of morality and performance.

(1) Germany. Insist on putting political standards first, comprehensively assess political quality and moral conduct, focus on studying and implementing Socialism with Chinese characteristics Thought of the Supreme Leader in the new era, firmly support the "two establishment", strengthen the "four consciousnesses", strengthen the "four self-confidences", achieve the "two maintenance", strengthen ideals and beliefs, stick to the initial mission, be loyal to the Constitution, the country and the people; Adhere to principles, dare to struggle, and be good at fighting; Exemplary practice of socialist core values, caring for the motherland, serving the people, abiding by professional ethics, observing social morality, family virtues and personal morality.

(2) can. Comprehensively assess the level of political ability, work ability, professionalism and technical skills to meet the requirements of the new era, focusing on political judgment, political understanding, political execution and learning and research ability, ability to handle affairs according to law, mass work ability, communication and coordination ability, implementation ability, reform and innovation ability, and emergency response ability.

(3) diligence. Comprehensive assessment of mental state and work style, focusing on understanding the situation of dedication, diligence, responsibility, forge ahead, courage to create, and dedication.

(4) achievements. Comprehensively examine and practice the people-centered development thought, perform post responsibilities in accordance with laws and regulations, undertake urgent and dangerous tasks, and do practical things for the masses of workers, focusing on understanding the quantity, quality, timeliness, cost, social and economic benefits, and satisfaction of service targets.

(5) Cheap. Comprehensively assess the situation of honest employment, focusing on the implementation of the spirit of the eight central regulations and their detailed rules, the implementation of the relevant rules and regulations of the system, the industry and the unit, compliance with rules and discipline, honesty and self-discipline.

Article 6 The staff of public institutions shall be assessed by classification, and the assessment contents shall be detailed and clear, reflecting the characteristics and specific requirements of staff in different industries, different types, different levels and different positions, and enhancing pertinence and effectiveness.

Article 7 In the assessment of the staff of public institutions providing public welfare services to the society, the responsibilities of public welfare services should be highlighted, and the assessment of service quality, code of conduct, technical skills and work style construction should be strengthened. Institutions in key industries such as propaganda, ideology, culture, education, science and technology, health and wellness should, in accordance with the relevant requirements of promoting the reform of talent evaluation mechanism by classification, respectively determine the core elements of staff assessment content, reasonably set the index weight, and implement differentiated assessment based on industry attributes.

The assessment of the staff of institutions that mainly provide support and guarantee for the organs, highlighting the assessment of the performance of support and guarantee duties. According to the actual situation, it can be assessed and coordinated with the staff of the competent authority (department).

Article 8 The assessment of professional and technical personnel in public institutions shall be based on the characteristics of professional and technical work, oriented by innovative value, ability and contribution, and pay attention to public service awareness, professional theoretical knowledge, professional ability level, innovative services and achievements, etc.

The assessment of management personnel of public institutions should be combined with the characteristics of management work, focusing on management level, organization and coordination ability, standardization of work, honesty and diligence.

The assessment of workers and technicians in public institutions should be combined with the characteristics of workers and technicians, and pay attention to skill level, service attitude, quality and efficiency.

Chapter III Annual Assessment

Ninth annual assessment is a comprehensive assessment of the overall performance of staff in public institutions on an annual basis, generally at the end of each year or the beginning of the following year.

Tenth annual assessment results are generally divided into four grades: excellent, qualified, basically qualified and unqualified.

Eleventh annual assessment to determine the excellent grade shall meet the following conditions:

(a) high ideological and political quality, firm ideals and beliefs, resolutely implement the decision-making arrangements of the CPC Central Committee, abide by laws and regulations, abide by professional ethics, and have good social morality, family virtues and personal morality;

(two) strong ability to perform job responsibilities, proficient in their own business, and high professional and technical skills or management level corresponding to job requirements;

(three) public service awareness and strong sense of responsibility, diligence and dedication, strong sense of reform and innovation, good work style;

(four) fully perform their duties, complete all tasks with high quality, outstanding work performance, contribution to the society or units, and high satisfaction with the clients;

(five) honest practice and have an exemplary role in observing the discipline of honesty.

Twelfth annual assessment to determine the qualified grade shall meet the following conditions:

(a) high ideological and political quality, able to implement the decision-making arrangements of the CPC Central Committee, consciously abide by laws and regulations and professional ethics, and have good social morality, family virtue and personal morality;

(two) strong ability to perform job responsibilities, familiar with their own business, and high professional and technical skills or management level corresponding to job requirements;

(three) public service awareness and strong sense of responsibility, serious and responsible work, good work style;

(4) Being able to perform job responsibilities, completing work tasks well, and having high satisfaction with the clients;

(five) honest practice.

Thirteenth institutions staff in any of the following circumstances, the annual assessment should be determined as the basic qualified grade:

(a) the ideological and political quality is average, and there are obvious shortcomings in implementing the decision-making arrangements of the CPC Central Committee and observing professional ethics, social ethics, family virtues and personal morality;

(two) the ability to perform job responsibilities is weak, and the professional and technical skills or management level corresponding to the job requirements are low;

(three) the public service consciousness and sense of responsibility are general, the work discipline is not strong, the work is negative, or the work style is obviously insufficient;

(4) Being able to basically perform job responsibilities and complete tasks, but the quantity, quality and efficiency of the work completed are insufficient, or there are certain mistakes in the work, or the satisfaction of the clients is low;

(five) can basically be honest, but there are some shortcomings.

Fourteenth staff of public institutions in any of the following circumstances, the annual assessment shall be determined as unqualified grade:

(a) the ideological and political quality is poor, and there are serious problems in implementing the decision-making arrangements of the CPC Central Committee, professional ethics, social ethics, family virtues, personal morality, etc.;

(two) the professional quality and working ability can not meet the requirements of the post;

(three) lack of public service awareness and sense of responsibility, lack of responsibility or inaction, or poor work style;

(4) Failing to perform post duties, failing to complete work tasks, or causing heavy losses or adverse social impact due to serious dereliction of duty in the work;

(five) there are problems in the practice of honesty, and the situation is more serious.

Fifteenth institutions staff annual assessment of excellent grades, generally not more than 20% of the total number of staff should participate in the annual assessment. The number of places with excellent grades should be tilted to front-line posts, hard posts and those who receive commendation and awards.

Institutions in the corresponding assessment year under any of the following circumstances, with the approval of the competent authority (department) or the comprehensive personnel management department of institutions at the same level, the proportion of outstanding grades in the annual assessment of staff can be appropriately increased, generally at 25%:

(a) the unit won the collective merit award;

(two) the unit has made significant innovations or outstanding contributions, and has been recognized by the relevant authorities (departments);

(three) the unit performance appraisal has obtained excellent grades.

The unit performance appraisal is unqualified grade, and there are many problems and accountability institutions. The competent authority (department) or the comprehensive personnel management department of institutions at the same level shall reduce the proportion of excellent grades in their annual assessment, generally not exceeding 15%.

Sixteenth to carry out the annual assessment of the staff of public institutions, you can set up an assessment committee or assessment work leading group, responsible for the organization and implementation of the assessment work, and the corresponding organization and personnel departments to undertake specific work. The assessment committee or assessment work leading group is established by the unit, and is generally headed by the main person in charge of the unit, and its members are composed of other leaders of the unit, relevant personnel of the organization and personnel department and the discipline inspection and supervision institution, and employee representatives. Established by the competent authority (department), the competent authority (department) generally organizes the person in charge of the personnel department as the director (team leader), and the members are composed of relevant personnel of the personnel department organized by the competent authority (department), relevant leaders of institutions, relevant personnel engaged in organizing personnel and discipline inspection and supervision, and employee representatives.

Seventeenth annual assessment is generally carried out in accordance with the following procedures:

(a) to formulate a plan. The assessment committee or the assessment leading group shall formulate the annual assessment work plan of public institutions, and after listening to the opinions of the staff through the workers’ congress or other forms, release it to the whole unit.

(2) summing up the work. The staff of public institutions shall summarize the post responsibilities, tasks, assessment contents and relevant requirements, fill in the annual assessment form, and report on their work within a certain scope when necessary.

(3) Evaluation, verification and evaluation. The assessment committee or the assessment leading group can adopt democratic assessment, performance evaluation, listening to the opinions of the competent leaders, internal evaluation of the unit, satisfaction survey of clients, third-party evaluation and other methods in line with the post characteristics, comprehensively evaluate the assessment objects, and put forward suggestions on assessment grades.

(4) determine the grade. The leading bodies of public institutions or the competent authorities (departments) shall organize the personnel departments to collectively study and approve the assessment grades. Those to be determined as excellent grades must be publicized within the scope of the unit, and the publicity period is generally not less than 5 working days. The assessment results shall be informed to the assessed personnel in written form and signed by myself.

Chapter IV Examination of Employment Period

Article 18 The employment period assessment is an all-round assessment of the overall performance of the staff of public institutions during a complete employment period. It is based on the employment (appointment) contract and the annual assessment results during the employment period, and is generally completed within one month before the expiration of the employment (appointment) contract.

Engagement assessment focuses on the completion of engagement task objectives.

Article 19 The results of employment assessment are generally divided into qualified and unqualified grades.

Twentieth staff of public institutions to complete the objectives and tasks of the employment period, and the annual assessment during the employment period is qualified and above, the employment period assessment should be determined as qualified.

Twenty-first staff of public institutions, without justifiable reasons, failed to complete the objectives and tasks of employment, employment assessment should be determined as unqualified grade.

Twenty-second institutions staff employment assessment should generally be carried out in accordance with the procedures of summing up the debriefing, evaluation, verification and evaluation, performance analysis, determination of grades, etc., combined with the actual situation, it can also be coordinated with the annual assessment.

Chapter V Peacetime Assessment and Special Assessment

Twenty-third peacetime assessment is a regular assessment of the daily work and consistent performance of staff in public institutions.

Article 24 The usual assessment of the staff of public institutions shall be mainly carried out in combination with daily management work. According to the characteristics of industries and units, methods such as work inspection, attendance record, heart-to-heart talk and listening to opinions can be adopted. The specific operation measures shall be determined by public institutions in light of the actual situation.

Institutions can explore the establishment of peacetime assessment records and form assessment results according to their own reality. The usual assessment results can be determined in the form of assessment reports, comments, grades or appraisals.

Twenty-fifth special assessment is a targeted assessment of the working attitude, responsibility, role and actual effect of the staff of public institutions in completing important special work, undertaking urgent and dangerous tasks, and responding to and handling emergencies.

According to the usual grasp of the situation, the outstanding performance or problems reflect more staff, you can conduct special assessment.

Twenty-sixth to carry out special assessment of the staff of public institutions, can be carried out in accordance with the procedures of understanding and verification, comprehensive judgment, result feedback, or combined with the promotion of special work flexible arrangements.

Special assessment results can be determined in the form of assessment reports, comments, grades or appraisals.

Chapter VI Application of Assessment Results

Article 27 Adhere to the combination of examination and use, and combine the examination results with selection and appointment, training and education, management and supervision, encouragement and restraint, accountability and accountability, etc., as the basis for the staff of public institutions to adjust their posts, positions, staff grades, salaries, evaluate their professional titles and rewards, and change, renew, dissolve and terminate their employment (appointment) contracts.

Twenty-eighth institutions staff annual assessment is determined to be qualified above grade, in accordance with the following provisions:

(a) increase the first salary scale;

(2) Pay performance pay in accordance with relevant regulations;

(three) the assessment year is calculated as the service life of the current post (staff) level.

Among them, if the annual assessment is determined as an excellent grade, it should be tilted under the same conditions when allocating performance pay; Priority should be given to job promotion and job title evaluation under the same conditions.

Twenty-ninth institutions staff annual assessment is determined to be basically qualified grade, in accordance with the following provisions:

(a) ordered to make a written inspection, the deadline for improvement;

(two) shall not increase the salary scale;

(3) Reduce performance pay accordingly;

(four) this assessment year is not calculated as the service life of the current post (staff) level, and the post (staff) level shall not be promoted in the next assessment year;

(five) for two consecutive years, it has been determined to be basically qualified, and it shall be adjusted or handled.

Thirtieth institutions staff annual assessment is determined to be unqualified grade, in accordance with the following provisions:

(a) shall not increase the salary scale;

(2) Reduce performance pay accordingly;

(three) to the lower level post (staff) level modulation;

(four) the assessment year is not calculated as the service life of the current post (staff) level;

(five) if it is determined to be unqualified and does not agree to adjust the post, or if it is determined to be unqualified for two consecutive years, the employment (appointment) contract may be terminated according to regulations.

Among them, if the post (employee) level has been reduced according to the regulations when being dealt with and punished, and the annual assessment of that year is determined to be unqualified, in order to avoid repeated punishment, level modulation will not be sent to the lower post (employee).

Thirty-first institutions staff annual assessment of uncertain grades, in accordance with the following provisions:

(a) shall not increase the salary scale;

(2) Reduce performance pay accordingly;

(three) the assessment year is not calculated as the service life of the current post (staff) level, and if the grade is uncertain for two consecutive years, the post will be adjusted according to the situation.

Article 32 If the employment period of the staff of a public institution is determined to be qualified and the employed post still exists, the employment (appointment) contract may be renewed through consultation between the staff and the institution.

If the term of employment is determined to be unqualified, the contract will not be renewed at the expiration of the contract; If it is really necessary to renew the employment (appointment) contract under special circumstances, it shall be reported to the competent authority (department) for examination and approval.

Article 33 The conclusive materials formed by the staff assessment of public institutions shall be kept in the personnel files of cadres.

Thirty-fourth peacetime assessment, special assessment results as an important reference for the annual assessment, employment assessment.

Using the results of usual assessment and special assessment, we should strengthen the incentive and restraint, cultivate education, encourage the advanced and spur the backward.

Article 35 If problems are found in the staff of public institutions during the assessment, they shall be dealt with and punished according to the nature and seriousness of the problems. Anyone suspected of committing a crime shall be investigated for criminal responsibility according to law.

Thirty-sixth staff of public institutions who are dissatisfied with the grades determined to be basically qualified or unqualified may apply for review and lodge a complaint in accordance with relevant regulations.

Chapter VII Related Matters

Thirty-seventh employees of institutions who are employed for the first time, who are dissatisfied with the assessment year for half a year (including probation period), will participate in the annual assessment, only write comments, and are not sure about the grade.

For staff who are not employed for the first time, the working hours in other units in the same year are combined with the working hours in this unit. If they are dissatisfied with the annual assessment for half a year (including the probation period), they will participate in the annual assessment and only write comments, with uncertain grades; For those who have completed the annual assessment for half a year (including the probation period), their current institutions shall conduct annual assessment and determine the grade, and the original work unit shall provide relevant information.

The working hours of other units mentioned in the preceding paragraph can be comprehensively identified according to the relevant records of cadres’ personnel files, labor contracts and social insurance payment certificates.

Thirty-eighth annual assessment of the staff assigned by public institutions shall be handled in accordance with the following provisions:

(a) temporary, aid, overseas staff, in general, during the period of assignment by the work time of more than half a year to assess the unit and in an appropriate way to listen to the opinions of the sending unit or receiving unit.

(II) The staff sent by the unit to study and train and perform tasks, and the professional and technical personnel who have been approved to innovate part-time or start an enterprise on the job, or who have been sent to work in an enterprise and participate in project cooperation, shall be assessed by the unit where the personnel relationship is located, and the grades shall be determined mainly according to the performance of study and training, task execution, innovation and entrepreneurship, and the relevant units shall provide the performance outside.

Article 39 The assessment of personnel who hold positions in both management positions and professional and technical positions in public institutions shall be based on the responsibilities and tasks of the two positions, and the dual-post and dual-assessment shall be implemented.

Fortieth, based on the characteristics of their work, we should explore and improve the assessment methods for scientific researchers in universities, research institutes and other institutions, reasonably determine the assessment period and frequency, and promote scientific researchers to devote themselves to research and create scientific research results.

Forty-first sick leave, personal leave, non-unit sent out to study and train for more than half a year in the annual assessment, to participate in the annual assessment, uncertain grade.

Female employees who take maternity leave for more than half a year in accordance with the regulations shall participate in the annual assessment and determine the grade.

Forty-second staff members of public institutions suspected of violating discipline and law have been put on file for review and investigation, but the case has not been closed, so they will take part in the annual assessment, do not write comments, and are uncertain about their grades. If the case is not punished or given a warning after the case is closed, the grade shall be fixed according to the regulations.

Forty-third staff members of public institutions who have been punished by party discipline and government affairs or organized to handle and admonish them shall participate in the annual assessment and shall be handled in accordance with relevant regulations.

At the same time, if it is punished by party discipline and government affairs and organized to deal with it, the annual assessment results shall be determined according to the treatment and punishment that have a greater impact on its annual assessment results.

Forty-fourth staff of institutions who do not participate in the assessment without justifiable reasons, but still refuse to participate after education, are directly determined to be unqualified.

Forty-fifth institutions or competent authorities (departments) should strengthen the overall planning of assessment work, optimize the workflow, pay attention to the use of Internet technology and information technology, carry out assessment work simply and efficiently, and improve the quality and efficiency of assessment.

Forty-sixth comprehensive personnel management departments and competent authorities (departments) of public institutions at all levels shall strengthen the guidance and supervision of the assessment of staff in public institutions.

Those who engage in malpractices for personal gain, take revenge and resort to deceit in the assessment process will be severely dealt with in accordance with the relevant provisions.

Chapter VIII Supplementary Provisions

Forty-seventh organs of the staff assessment, with reference to these provisions.

Article 48 All localities and departments may, in accordance with these Provisions and in light of the actual situation, formulate specific measures or detailed rules for staff assessment of public institutions.

Article 49 The Organization Department of the CPC Central Committee and the Ministry of Human Resources and Social Security shall be responsible for the interpretation of these Provisions.

Article 50 These Provisions shall come into force as of the date of promulgation.

The price starts at 108,600, and the new Nissan Sylphy Classic is on the market. Is it still worth buying?

A few days ago, we learned from the official channels of Dongfeng Nissan that the new classic went on the market and continued to launch two models, the comfort version and the luxury version. The official guide prices were 108,600 yuan and 118,600 yuan respectively. The main differences were that there were more luxury versions, single sunroof, leather seats, 8-inch central control screen, multi-function control of steering wheel, rear center armrest, front fog lights and remote control of mobile phone App.

Sylphy Classic is actually the previous generation Sylphy, and it is currently sold in the same room as the 14th generation Sylphy, so as to meet the needs of consumers with different budgets. In addition, due to the serious involution in the automobile market at present, the Sylphy family has a big discount in the market. Take Sylphy Classic as an example, the landing price of the comfortable version is only 80,000 yuan, although the configuration is not rich, even the central control screen is not available, but these are not big problems and can be solved by adding it later.

At the landing price of more than 80,000 yuan, you can buy such a well-known joint venture car, and it is also an automatic transmission, which still has great appeal for many pragmatic consumers with limited budgets.

For a family car, there may be no rich configuration, but it must be economical and worry-free. Sylphy Classic is equipped with a 1.6L naturally aspirated engine and matched with CVT gearbox. This power combination undoubtedly meets household needs well. According to a fuel consumption App query, it can be known that the fuel consumption of Xuanyi Classic Comfort Edition comprehensive road conditions is 6.92L/100km, and the minimum fuel consumption is 5.98L/100km, which is relatively fuel-efficient.

Although CVT gearbox can’t drive fiercely, it is more acceptable to consumers than dual-clutch gearbox. Sylphy Classic’s power combination has been tested by the market and performed well in stability. In addition, thanks to the large amount of possession, it is also very cheap to maintain at ordinary times. Just find an auto repair shop on the roadside and you can get it for two or three hundred yuan.

The 14th generation Sylphy focuses on the market with a slightly higher positioning, and competes with Volkswagen/,Toyota/and other models. It is under this strategy of high and low positioning and new and old sales under the same roof that Sylphy can rank among the top three in the sales list of compact cars every month.

It is undeniable that with the general trend of new energy, fuel vehicles have been robbed of a lot of market share. However, for consumers in third-and fourth-tier cities and small counties, their annual mileage is not much, and choosing a plug-in hybrid or pure electric vehicle can’t save much car cost, so these consumers are still more inclined to choose fuel vehicles.

In addition, unlike first-and second-tier cities, most consumers in third-and fourth-tier cities and small counties have a budget of about 100,000 yuan when buying a car. Such new energy vehicles with optional prices are relatively limited, and they have to worry about the subsequent stability of the vehicle. Therefore, the low-profile Sylphy is more in line with their car scenes.

Finally, if you have a budget of about 100,000 yuan, would you like to choose Sylphy or a new energy vehicle?

Tongren polar fox Alpha T5(ARCFOX αT5 Alpha T5) is on sale with a maximum profit of 31,800 yuan! just this once

[car home Tongren Preferential Promotion Channel] At present, preferential activities are being carried out in Tongren, with the highest preferential amount reaching 31,800 yuan and the lowest starting price of only 124,000 yuan. If you are interested in learning more preferential information and striving for higher discounts, please click "Check the car price" in the quotation form.

铜仁极狐

The design of the front face of ARCFOX Alpha T5 is simple and full of scientific sense, and the air intake grille is closed, which shows its status as a pure electric vehicle. The overall style tends to be younger and the lines are smooth, creating a dynamic visual effect.

铜仁极狐

The body size of the polar fox Alpha T5 is 4690mm*1936mm*1650mm, the wheelbase is 2845mm, and the front and rear wheel tracks are 1640 mm.. The side lines of the car body are smooth and dynamic, with 19-inch aluminum alloy wheels and 235/50 R19 tyre size, showing a strong sense of sports style and fashion.

铜仁极狐

The interior design of Arc Fox Alpha T5 is simple and fashionable, and the center console is equipped with a 15.6-inch large display screen, which is intuitive and convenient to operate. The steering wheel is made of leather, which supports manual adjustment up and down and forward and backward, providing a comfortable driving experience. The advanced speech recognition control system is built in the central control panel, which can realize the speech control of multimedia system, navigation, telephone, air conditioning, window and seat heating. In addition, the car is also equipped with USB and Type-C interfaces to meet the daily charging needs. The number of USB/Type-C interfaces in the front row and the back row is 2 and 1 respectively. In terms of seats, Alfa T5 is made of imitation leather. The main driver’s seat is equipped with front and rear adjustment, backrest adjustment, height adjustment (2-way) and lumbar support (2-way), while the co-pilot seat supports front and rear adjustment and backrest adjustment, and the front seats also have heating function. In addition, both the driver’s seat and the co-pilot seat are equipped with electric seat memory function, which makes the adjustment of different drivers more convenient and fast. The rear seats can be tilted in proportion, which increases the flexibility and loading capacity of the vehicle.

铜仁极狐

The Extreme Fox Alpha T5 is equipped with a high-efficiency motor with a maximum power of 185kW and a maximum torque of 360N·m, which provides a strong power output and a smooth driving experience for the vehicle.

He said that the design of the polar fox Alpha T5 is very attractive, the front of the car is round and full of science and technology, the headlights are slender, and the overall look is very sporty. He likes this design very much.

The commercialization dawn of AI big model entering the "group model era" is dawning.

Our reporter Yuan Chuanxi Trainee reporter Liang Aonan
Once upon a time, the ancients used the calculation to calculate thousands of miles of Wan Li. Today, the AI ​ ​ big model can accommodate time, space, sun and moon in minutes and seconds.
In 2023, it was the first year of the outbreak of AI big model, which came by the wind of AIGC (Generative Artificial Intelligence), and the wave of big model swept the world and continued to be hot. Technology giants, small and medium-sized enterprises, and scientific research institutes have entered the market one after another, trying to occupy a favorable position in this new blue ocean market that has become a "battleground for military strategists." In the future that will be reshaped by technology, will AI bring subversive innovation or gradual iteration? What new kinetic energy will it bring to enterprises, industries and capital markets?
The Securities Daily reporter combed the data of Eastern Fortune Choice and found that as of December 24, the total market value of 69 AIGC concept stocks in A-shares was 818.247 billion yuan, an increase of 219.449 billion yuan compared with the beginning of the year, of which 55 companies’ share prices rose and the number of companies fell was only 14. From the perspective of the capital market, the wind of the big model has already blown.
"The big model is everywhere, and the golden decade of artificial intelligence has been opened since then." Hu Xuecan, a senior investment consultant of East Hi-Tech, told the Securities Daily reporter, "This will greatly change the whole social economy and industrial ecology and become another productive force."
AI triggered a "hundred-mode war"
Looking back on 2023, since the launch of ChatGPT-4 in March, domestic technology companies have entered the market by running. Baidu’s ERNIE Bot, Alibaba’s Tongyi Qianwen, Huawei’s Pangu, 360′ Zhinao’, Kunlun Wanwei’s Tiangong, JD.COM’s Lingxi, Iflytek’s Spark, Tencent’s Hunyuan and Shang Tang’s Day-by-Day-by-day-by-day-by-day-by-day-by-day-by-day-by-day-by-day-by-day-by-day-and other large models have appeared By the beginning of October, 2023, the number of large AI models published in China had reached 238, which was upgraded from "one hundred models" to "two hundred models".
Zhao Gang, president of Saizhi Industry Research Institute, told the Securities Daily reporter that domestic artificial intelligence enterprises all want to seize the opportunity of the AI era, and have laid out in advance around the general model, industry model and expert field model, thus creating a "hundred-model war". At present, the large model industry as a whole is in an active period of technological innovation.
"Compared with the early artificial intelligence model, this year, China’s large model has made a qualitative leap in parameter quantity, the overall modeling ability of complex tasks has improved, the learning ability and generalization have become stronger, and it has a higher level of cognitive interaction ability." Chen Xiaohua, executive director of the Meta-Cosmic Industry Collaborative Innovation Center in the Science Park of Beihou National University, told the Securities Daily reporter.
Compared with the general big model, many small and medium-sized enterprises have successively released vertical big models with deep cultivation and professional ability in order to gain a place in the industry. Among them, Ctrip released "Ctrip asks" in the tourism industry, Honey released "Mi Wen Xiu" in the field of intelligent proofreading, Netease released "Zi Yue" based on education, JD Health released "Beijing Medical Thousand Inquiries" in the medical and health industry, and Ant Group released a financial model … to promote artificial intelligence from perception to cognition, from recognition to generation, and from general to industry.
"The slowdown in user growth is a fact, and the early explosive growth is unsustainable. The big model must be integrated into thousands of industries and let the industry harvest value from AI, which can become a widespread need. This is the next growth space. " Wang Xiaohang, vice president of Ant Group and head of financial model, said.
In the eyes of the industry, the key to the development of large-scale models in China is to seize the scene bonus. At present, the ability of domestic large-scale models is enough in the vertical field, and the biggest opportunity is to develop large-scale models in the direction of industrialization, industrialization, verticalization and deep customization.
According to the data of quantum bit think tank, in 2023, the market size of China AIGC industry will be about 17 billion yuan, and it is estimated that the market size will reach trillion yuan in 2030. "In recent years, China’s artificial intelligence industry has flourished, with the core industry reaching 500 billion yuan and the number of enterprises exceeding 4,300. Innovations such as smart chips and general models are constantly emerging. " Xu Xiaolan, vice minister of the Ministry of Industry and Information Technology, said.
The "Hundred Mode Wars" gradually entered the second half, and the "Group Mode Era" came.
Accelerated commercialization
It is worth noting that the current large-scale model training needs strong computational support, especially the larger the parameters, the higher the model cost. For example, the language model ChatGPT-3 of OpenAI (American Artificial Intelligence Research Company) costs about $700,000 per day.
With the continuous increase of large model parameters by Internet and technology enterprises, the demand of traditional enterprises for digital intelligence transformation has increased, which has led to a sharp increase in computing power demand. Moreover, due to the difficulty in obtaining high-end chips and the lack of public computing power construction, computing power leasing has entered a new round of price increase cycle. Among them, Heji Technology, Zhongbei Communication, Huina Technology and other companies have recently announced a sharp increase in the fees for computing services, which has also led to a further increase in the research and development costs of large models.
Under the huge financial pressure, large model enterprises have to step up their efforts to find a road to commercialization. In fact, the commercialization path of large models of some established Internet companies is now relatively clear.
Zhao Gang told reporters that there are three main modes for realizing the large-scale model business: First, enterprises realize the use fee through the large-scale model platform, and adopt charging according to the use time or charging according to the amount of information, mainly for individual users; Second, enterprises realize the realization of customized development and deployment fees through large model App applications, mainly for enterprise users, and the internal data of users are also used to train large models, and develop customized large model applications for business needs such as enterprise marketing, product design and customer service to help users achieve the goal of reducing costs and increasing efficiency; Third, enterprises realize value-added services such as advertising, and develop value-added services such as advertising with a large model platform with a large number of users to give full play to the advantages of traffic portal and learn from the Internet model.
For example, Baidu reconstructed several product lines based on Wenxin Big Model this year, and used generative AI as an auxiliary function to embed the original business to provide users with value-added services. "In the realization of ERNIE Bot App, new field, new search, etc., Baidu will gradually establish some payment methods, such as the library input method has a paid version." Wang Fengyang, vice president of Baidu Group and head of the mobile eco-business system, told the Securities Daily reporter.
"At present, the path of commercialization of large models is relatively clear, and domestic manufacturers are actively exploring it. However, the road of commercialization of large models can not be limited to the exploration of business models, but also lies in solving the underlying problems of the development of large models." Many insiders told the Securities Daily reporter.
Although the road to commercialization of large models is long and difficult, the dawn has already appeared. The semi-annual report of 360 in 2023 shows that the "360 Zhinao" model has begun to generate income, with an amount of nearly 20 million yuan; Shang Tang Group also announced that the related income of generative AI increased by 670% in the first half of the year; Meitu said that the big model boosted the company’s profit in the first half of the year by 3.2 times.
"In fact, it is not difficult to develop a big model. What is difficult is how to make enterprises pay for it willingly." Chen Da, managing director of Fuchunshan Capital (HK), told the Securities Daily reporter that only large models that can really solve the needs of enterprises will be favored. For example, enterprises such as Good Future and Face-to-Face Intelligence have completed the training, development and optimization of large models with the services of Baidu AI Cloud, which has improved the effect of their own large models, reduced costs and increased efficiency for enterprises, and indeed brought convenience, so the willingness of enterprises to pay is also very high.
"In the future, the big model will be embodied as an ubiquitous intelligent service, and the commercialization model will be very rich. It can be embedded in various software and hardware systems, such as smart cars, intelligent robots, etc., commercialized in the form of smart products, and can also be deployed in the cloud to reconstruct existing business logic and provide commercialized large-scale model cloud services and various smart App platform applications. " Zhao Gang thinks.
Heading for the multi-modal trend
Although various large-scale models emerge one after another, continuous optimization and upgrading to promote the progress of the industry is still the main direction of major Internet companies. Recently, the upgrade of large model from single mode to multi-mode has become a hot spot in the industry, and multi-mode AI of many companies has become popular.
In November, OpenAI released GPT-4 Turbo and opened GPTs, once again subverting the industry and opening the ecological prelude of AIGC application. "Top Ten Technology Trends of Dharma Institute 2023" shows that the establishment of a unified, cross-scene, multi-task multi-modal basic model will become one of the mainstream trends of artificial intelligence development.
According to soochow securities Research Report, multimodal is the only way to realize general artificial intelligence. Modal data input can help improve the model ability and user experience, and allowing multimodal data output is more in line with the needs of the real world. The requirements of data, algorithm and computing power are higher than that of single mode. This wave of natural language model development provides technical reference for other modes, and the industry is expected to accelerate its development.
Although the big model triggered changes in the Internet industry this year, the whole industry is still in the early stage of development, and there are still some shortcomings in accumulation and precipitation. For enterprises, it is still worth exploring how to gain a firm foothold in the industry, effectively solve the needs of users and realize commercialization.
Looking ahead, Zhang Yi, CEO and chief analyst of AI Media Consulting Group, told the Securities Daily reporter that enterprises should not blindly follow suit and need to solve the demands of their existing basic products and user groups in the AI field. However, there is little difference between the current big models, so it is difficult for users to distinguish and choose the products that suit them. In the future, enterprises can stand out only by optimizing large-scale products to improve users’ work efficiency, reduce production costs and solve problems for customers, which is also the real development direction of large-scale models.
Zhao Gang predicted that there will be three major trends in the development of large-scale models in the future. First, the performance improvement and optimization of general large-scale models will be further deepened. Large-scale models will enter trillions of parameters, and the performance will be further improved by using clusters above 10,000 calories. At the same time, model tuning will be carried out around different application scenarios; Second, the thinking and exploration ability of the large model will be further improved, and the application will move from simple intelligent application to complex intelligent application; Third, the super application of the big model will appear, which will integrate the abilities of content generation, semantic understanding, reasoning, memory and self-awareness, and provide intelligent services with a strong sense of experience. Intelligent digital people or robots will become the standard in all fields of economy and society.
From general large model to vertical large model, from single mode to multi-mode integration, AI generation technology is constantly iterative, accelerating application landing and business model innovation, which is the general trend and the future has come.
Source: Securities Daily
Reporting/feedback

Still eating willfully? It is very important to prevent and control diabetes.

"It’s a good thing you came for an examination, or you might have fainted and been taken to the hospital next week."

  Three years ago, 28-year-old Shi Mairu (pseudonym) was told by a doctor that she had ketoacidosis during a routine physical examination. After a series of tests, she was finally diagnosed with diabetes. Before that, she was unaware of her physical problems.

  Diabetic ketoacidosis is the most common diabetic emergency. In 2021, "Mocha Official", a blogger in online celebrity, bilibili, was found to be suffering from diabetes when removing a tumor, and finally died of ketoacidosis, which made people feel sad.

  Chen Hongjie, who works in the trading industry, is 34 years old. He went to the hospital for an examination six months ago. By mistake, he took a blood sugar concentration test, and the result showed insulin resistance. Insulin resistance is one of the pathogenic factors of type II diabetes. But fortunately for Shi Mairu, it is hopeful to achieve clinical reversal and return to normal level because it is found earlier and controlled in the stage of insulin resistance.

  In recent years, there are not a few young people like Shi Mairu and Chen Hongjie who suddenly suffer from diabetes. The Report on Nutrition and Chronic Diseases of Residents in China (2020) shows that the prevalence rate of diabetes among residents aged 18 and above in China is 11.9%, and the detection rate of pre-diabetes is 35.2%, among which type II diabetes is the main type. Diabetes has the characteristics of younger age, long course of disease and many complications.

  Diabetes mellitus is a series of metabolic disorder syndromes of sugar, protein, fat, water and electrolyte caused by various pathogenic factors such as genetic factors and endocrine dysfunction, which leads to islet dysfunction and insulin resistance. Clinically, hyperglycemia is the main feature, and the typical symptoms are three more and one less (drinking more, eating more, urinating more and losing weight).

  Long-term chronic hyperglycemia can cause damage to tissues and organs such as eyes, nerves, kidneys and cardiovascular system, and then a series of complications occur. Because of the large number of patients and serious harm to human health, diabetes has become an important public health problem in China.

  Diabetes is mostly related to unreasonable diet.

  Recently, the "Guidelines on Diet and Nutrition for Adults with Diabetes (2023 Edition)" (hereinafter referred to as the "Guidelines") issued by official website, National Health Commission shows that the risk factors of diabetes are mostly related to unreasonable diet, including long-term high-sugar, high-fat and high-energy diets.

  Indeed, before the diagnosis, both Shi Mairu and Chen Hongjie lived very unhealthy lives.

  In diet, Shi Mairu likes to eat foods with high oil and sugar, spicy, sweet and greasy taste. Because of work, she has little time to exercise, and it is common to stay up late and have irregular work and rest. "I used to drink sugar-free milk tea and sugar-free drinks with luck, thinking that this would not affect my health. Now that I think about it, I am deceiving myself. "

  Chen Hongjie used to play games with friends until late at night, and it was inevitable that he would have a beer barbecue after the end. "I know that this lifestyle is unhealthy, but I always feel that I will not have an accident when I am young. Now I really regret it."

  In view of the daily diet of diabetic patients, the Guide puts forward eight principles and suggestions, including: 1. Diversified foods, developing and establishing reasonable dietary habits; Second, appropriate energy, control overweight and obesity and prevent emaciation; 3. Quantify staple foods, preferably whole grains and foods with low glycemic index; Fourth, actively exercise to improve physical fitness and insulin sensitivity; Five, light diet, limit drinking, prevent and delay complications; Sixth, there is a proper way to eat and raise food, and reasonable selection and application of edible and medicinal substances; Seven, regular meals, reasonable meals, and promote the stability of blood sugar after meals; Eight, self-management, regular nutrition consultation, improve blood sugar control ability.

  The Guide emphasizes that correcting unhealthy lifestyle, practicing reasonable diet and active exercise are effective means to prevent and control the occurrence and development of diabetes, which can help patients control their blood sugar well, prevent and delay the occurrence of diabetic complications, improve their quality of life and save medical expenses.

  Dietary management is the core of controlling blood sugar.

  Dietary management and treatment are the core of blood sugar control in diabetic patients. The Guide suggests that diabetic patients should follow the principle of balanced diet.

  It is mentioned in the Guide that food diversity is the basis for achieving a reasonable diet and balanced nutrition. The diet of diabetic patients should include five categories of food: sweet potatoes, vegetables and fruits, animal food, soybeans and nuts, cooking oil and salt. The recommended ratio of macronutrients to total energy of diabetic patients is 15%-20% in protein, 45%-60% in carbohydrate and 20%-35% in fat. On the basis of keeping food diverse, we should reduce oil, salt, sugar and wine.

  The staple food is rich in carbohydrates, which is the core factor affecting the postprandial blood sugar level. The Guide suggests that diabetic patients should not eat too much staple food, and choose more whole grains and low GI foods, among which low GI foods such as whole grains and miscellaneous beans should account for more than 1/3 of the staple food. In addition, we should develop the habit of eating vegetables first and staple food last in order to control blood sugar.

  At the same time, diabetics should cultivate a light taste. The daily consumption of cooking oil should be controlled within 25 grams, and the daily consumption of salt should not exceed 5 grams. Pay attention to limiting the intake of condiments and foods with high salt content such as soy sauce, chicken essence, monosodium glutamate, pickles, bacon and pickles.

  People with different syndrome types and different regions can "eat according to syndrome differentiation"

  In addition to the daily dietary advice, the Guide also mentions the principle of Chinese medicine’s food support with "dialectical diet" as the core. For diabetic patients with different constitutions, selecting foods or medicinal substances with different characteristics can effectively improve the blood sugar level of patients.

  Traditional Chinese medicine divides diabetes into three categories: first, excessive heat due to yin deficiency, manifested as polydipsia and polydipsia, dry throat and tongue, overeating and hunger, dark red constipation, red tongue with little body fluid and yellow fur, and slippery or thready pulse; Second, deficiency of both qi and yin, manifested as fatigue, palpitation, shortness of breath, night sweats, spontaneous sweating, dry mouth, excessive drinking and urination, vexation and heat, constipation, soreness of waist and knees, pale or dark tongue, teeth marks on the edge of tongue, thin and white fur, or less fur, and weak pulse; Third, deficiency of both yin and yang, manifested as fatigue and spontaneous sweating, cold limbs, soreness in waist and knees, dry helix, excessive drinking and diuresis, edema and oliguria, or diarrhea due to five shifts, impotence and premature ejaculation, pale tongue with white fur, and deep and thin pulse.

  According to the principle of syndrome differentiation and treatment of traditional Chinese medicine, the daily diet is combined with traditional Chinese medicine health-preserving recipes. Due to yin deficiency and heat excess, medicinal materials with the functions of nourishing yin and clearing away heat are used, such as mulberry leaves, cassia seeds and lotus seeds. The syndrome of deficiency of both qi and yin adopts edible medicinal substances with the functions of benefiting qi and nourishing yin, such as mulberry, medlar, kudzu root, etc. Chinese yam, poria cocos and cinnamon can be used for deficiency of yin and yang.

  The Guide also refers to the dietary practices in different regions, and recommends all-day dietary recipes suitable for diabetic patients in different regions and seasons according to the food resources and dietary characteristics of people in different regions.

  For example, in North China where Shi Mairu lives, he likes pasta, livestock and poultry, and vegetables and aquatic products are not consumed much. The recipe follows the principle of food support for diabetic patients, and it is suggested to increase the intake of vegetables and aquatic products, and emphasize the choice of seasonal food according to the characteristics of four distinct seasons.

  In South China, where Chen Hongjie is located, the dietary characteristics are mainly Cantonese cuisine culture, and the most obvious feature is that "you can’t eat without soup", and the soup often uses edible and medicinal substances; Secondly, South China is rich in rice, which mainly feeds on rice, such as rice rolls, rice noodles, radish cakes, rice cakes and other exquisite cakes. The recipe follows the principle of food support for diabetic patients, and suggests that patients should have a quantitative staple food, and at the same time, reasonably match the seasonal characteristic ingredients in South China.

  It is never too late to live a healthy life.

  The Guide also suggests that diabetic patients record their diet, exercise and blood sugar levels, so as to improve the scientific planning level of blood sugar control and self-management.

  At the suggestion of the doctor, Shi Mairu created a staple food sugar record table, which recorded the staple food she ate and the sugar she ingested at each meal. "Before eating, I will take out the record form to see if there is any excess today. If it is excessive, then restrain it; If not, just eat a little. "

  When she was first diagnosed, Shi Mairu went through a period of collapse. During that time, she almost didn’t eat staple food and didn’t dare to eat any food with high oil and sugar in order to control sugar, but suddenly giving up sugar made her feel very tormented and it was difficult to stick to it. "With the record sheet, I began to plan my diet reasonably, not as extreme as before, which made it easier for me to stick to it."

  The Guide also suggests that diabetics should exercise after meals for at least 5 days a week for 30-45 minutes each time, and moderate-intensity exercise should account for more than 50%, step by step and persistently.

  For young people, diabetes brings more psychological stress than physical pain. In the communication with patients, Shi Mairu found that everyone was generally worried that diabetes would affect future development and marriage and childbirth. And Chen Hongjie often jumped repeatedly between "forced to accept" and "unbelievable" a few months ago. "Although I still have a chance to achieve a reversal, I feel like a damaged wheel. I need to pay attention to the control of blood sugar for the rest of my life so that the wheel will not be damaged."

  "However, healthy living is not as difficult as imagined." Encouraged by his girlfriend, Chen Hongjie began to change the rules of life, eat a reasonable and nutritious diet, go to bed early and get up early, and seize all the interval exercises. "Health is a kind of accumulation. If you can stay up late less, you will stay up less. If you can drink less milk tea, you will drink less milk tea. If you can exercise more, you will exercise more, even if it is only 10 minutes!" Now, Chen Hongjie’s blood sugar has been basically controlled.

  "Most people don’t know that diabetes will have an incubation period of 2-3 years. Early detection and correction at this stage can be completely reversed." Chen Hongjie said, "Many young people like me know very little about diabetes, and always feel that it is a very distant thing from us to have diabetes. I want to use my own experience to appeal to young people to pay attention to blood sugar and diabetes. "

  Chen Hongjie said, "You only need to pay more attention, learn more about the knowledge of preventing diabetes, regulate your behavior under the premise of attention, and try to maintain yourself in a healthy state, which will greatly avoid the occurrence of diabetes."

  The best time to plant a tree is 10 years ago, followed by now. The same is true for everyone’s healthy life.

  Zhongqingbao Zhongqingwang Trainee Reporter Si Tan

Interview with Zhu Youping, the new rotating chairman of the blockchain Committee of China Communication Industry Association: set 2022 as the "New Year of Chain Reform" and declared that the chain re

Our reporter Zhang Zhiwei trainee reporter Jaco

On January 15th, the second plenary session of the second session of the Blockchain Committee of China Communication Industry Association was held in Beijing, and Zhu Youping was elected as the second rotating chairman.

As the new rotating chairman of the blockchain special Committee, Zhu Youping accepted the congratulations and exclusive interview from the reporter of Securities Daily. In the interview, he revealed that the next work focus of the blockchain special Committee and how to promote the chain reform 3.0 action. Zhu Youping said that 2022 will be set as the "New Year of Chain Reform" and the chain reform 3.0 will be officially launched.

(Zhu Youping, the new rotating chairman of the blockchain special Committee of China Communication Industry Association)

Reporter: What are the next priorities of the blockchain special committee?

Zhu Youping: Previously, the blockchain special committee had done a lot of work on the knowledge popularization of blockchain and the theoretical construction of chain reform. At the same time, some chain reform pilot projects have also appeared one after another, but overall, they are primitive and small in scale, especially the projects that empower traditional enterprises are not many. Changing this situation is the heavy responsibility of the blockchain special Committee. As the new rotating chairman, the next work focus of the blockchain special committee is to further promote chain reform actions, foster chain reform projects, focus on chain reform of traditional enterprises and industries, and support and serve knowledge, theory, creativity, consultation, evaluation and other aspects.

Reporter: You set 2022 as the "New Year of Chain Reform". Why?

Zhu Youping: Chain reform means using blockchain and other technologies to transform traditional industries. In September 2021, the "coin circle mining circle" was completely banned in China, which marked that the chain reform 3.0 entered the promotion stage, and the use of blockchain to empower the real economy was the final way out. Therefore, I believe that 2022 is a "new era year of chain reform" and an important opportunity period.

From a policy point of view, in recent years, China’s supportive policies in the blockchain field have continued to increase, and it has reached the time window when policies must be implemented. Previously, on October 24, 2019, the blockchain rose to a national strategy. In 2020, the blockchain was incorporated into new infrastructure. In March 2021, the outline of the "14th Five-Year Plan" was released, and "blockchain" was included in the key industries of digital economy. In June of the same year, the National Network Information Office and the Ministry of Industry and Information Technology put forward the blockchain guidance of "building famous enterprises, famous products and famous gardens".

A few days ago, the State Council released the "Tenth Five-Year Plan for Digital Economy Development", which systematically put forward the application layout of blockchain in technology, engineering and finance. For example, in terms of the data Silk Road, it is proposed to build a trusted service network and application support platform based on blockchain to provide a basic guarantee for extensive digital economic cooperation; In cultivating the data element market, it is proposed to use blockchain as the technical bottom.

It can be said that the policy support is getting stronger and stronger, the connotation is getting deeper and deeper, and the scope is expanding. This provides a solid policy support for promoting the chain reform 3.0 action.

In addition, the number of patent applications for blockchain in China has been leading the world for many years, and blockchain enterprises and projects have been brewing for many years, including many excellent products. Quantitative change to qualitative change, and the accumulation of chain reform and landing application projects has also reached the point of large-scale outbreak.

Reporter: What important role does the "chain reform action" play in the digital economy?

Zhu Youping: Chain reform is an important support for realizing the digital economy. With the application of chain reform, chain reform will promote the digital transformation of economy and society.

Digital economy is an advanced form after agricultural economy and industrial economy, and it is the future direction and the choice of the times. At present, the agricultural economy and industrial economy have fully developed. Under the background of economic downturn and COVID-19 epidemic, we need to tap new growth points and growth momentum in the future.

Different from the traditional economic models of old infrastructure, offline finance, centralized organization and inefficient public services, the digital economy represented by blockchain and artificial intelligence, with brand-new wealth logic and business model, realizes digital industrialization and industrial digitalization, and is emitting huge economic growth momentum.

In the future, there will be huge wealth space in many fields, such as science and technology innovation, cultural innovation, big health, new energy, enterprise digital assets, personal IP, land, financial technology, and upgrading of industrial and agricultural products, all of which need to be empowered through digitalization and chain reform.

Chain reform realizes enterprise digitalization and empowers the real economy through the technical, financial and organizational attributes of digital technologies such as blockchain, and is a century-old new wealth solution. The digital economy has developed from Internet economy 1.0 to blockchain economy 2.0.

Next-generation information technologies such as artificial intelligence, blockchain, big data, Internet of Things, satellites, and 5G have accumulated a large number of technological achievements and have reached the stage of large-scale application. Foreign hot spots such as digital currency, DeFi, NFT, Metauniverse, DAO and Web3 are constantly deducing and full of vitality. All of these indicate that the digital economy is in the explosive period of large-scale development.

Reporter: From what aspects should we embrace the chain reform?

Zhu Youping: Chain reform is available to all industries, all enterprises and all people. It has powerful functions in finance, government affairs, social governance, smart cities and foreign cooperation. Regarding the embrace of chain reform, I have summarized the following ten major directions:

First, financial technology: the deepening application of blockchain and other technologies in banking, securities, insurance and other fields, and the application of digital RMB in finance and various industries have great imagination.

The second is chain merchants: upgrading e-commerce with distributed account books and smart contracts can create a real goods market, which is an e-commerce 2.0 form.

Third, distributed commerce: upgrade chain operation with DAO, distribute income with bookkeeping certificate, and create a fair and objective incentive mechanism.

Fourth, digital content creation: from Web1 readable and Web2 interactive, upgrade to Web3 available, and provide a platform for content creation.

Fifth, digital identity: using zero-knowledge proof, ring signature, asymmetric encryption and other technologies to realize the identity card under the protection of personal privacy.

Sixth, supply chain finance: establish an optimized and iterative financing channel with credit points to solve the difficult and expensive financing problem.

Seventh, product traceability: from counterfeiting to quality economy, it is especially suitable for food and medicine, which can greatly simplify testing and provide assured products.

Eighth, digital collections: China’s existing institutions have begun to try to issue digital collections in the primary market. Digital collections are connected to the secondary document exchange market with financial transaction license and auction license, which is an innovative application worth exploring.

The ninth is the trading market: using distributed account books and smart contracts as the underlying support technology for carbon sinks, data and equity trading systems.

The tenth is the data silk road: building a trusted service network and application support platform based on blockchain to provide basic guarantee for extensive foreign cooperation in the digital economy.

Reporter: What do you think of the recent conceptual fire in the meta-universe?

Zhu Youping: I think the universe is also a huge application scenario of chain reform. There are three main supporting technologies in the meta-universe: one is VR/AR, which Qian Xuesen called spiritual realm; The second is digital twinning, which is the use of virtual digital avatars; The third is the blockchain, which is the economic system of the meta-universe. At present, the Metauniverse has developed into three schools: stock speculation, currency speculation and empowerment entity school. The chain reform we propose is to be an empowering entity school instead of a coin-speculating school.

(Editor Cui Man Bai Baoyu)

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Emotional value in brand marketing

Not long ago, the news that Lei Jun, the founder of Xiaomi Group, opened the door for the first owners of Xiaomi SU7 caused widespread concern and discussion on social media. While Xiaomi’s automobile marketing was "broken", it also showed us that in a field where products and prices were fully competitive, emotional value played an important role in enhancing brand image.
Emotional value is a concept in marketing, and its opposite is usually functional value. How to understand? For example, a child loves to play games. It’s lunchtime and he still enjoys it. At this time, the mother has put the food on the table and called the children to eat many times, but she didn’t get feedback. As a result, my mother came into the room angrily and scolded her: "You can’t play games as food." In this story, children want to "play well", which is emotional value, and mothers want their children to "eat enough", which is functional value.
The market hotspots in recent years, such as Meng Chong economy, Camping economy, Decompression economy, Nostalgia economy and Yue Ji economy, are actually not new things, but have added emotional value to a certain type of format in the past, which has given the market new vitality. According to the patent data of Tianyancha, as of April 23 this year, there were more than 3,500 patents related to "emotion" in the market, indicating that enterprises pay more and more attention to the mining of emotional value.
So, why is the brand marketing of enterprises increasingly fond of "emotional" track?
First, the choice of market development. What is the most important in brand marketing? It is generally considered to be a product. However, with the intensification of competition and the maturity of the market, the product-oriented marketing model will often fall into the dilemma of homogenization. When the uniqueness and innovation of products enter the bottleneck, enterprises want to gain a foothold in the market. In addition to continuing to work hard on research and development, they should also jump out of the limitation of product functionality and add emotional value to products through corporate culture, brand stories, fashion packaging and other means. A typical example of this is the tea industry. After understanding the emotional value, we can understand why various joint names and "poke heart" advertisements of head enterprises emerge one after another.
Second, the needs of brand growth. When the brand competition goes deeper, it is not only the competition of product strength, but also the competition of emotional value. In the process of brand growth, the difference of products determines the degree of brand recognition, while the emotionality of products brings brand recognition. When the functions of products are similar, consumers’ choice scales tend to be biased towards brand recognition. For example, in the smart phone market, many consumers are more inclined to know whether the brand is high-end than whether the configuration is high-end. The gap between domestic brands and internationally renowned brands lies in brand image. Consumers recognize the label effect and circle effect of the brand more. This, in turn, shows that the brand must go through the emotional value to go to the high end.
Third, the change of consumer mentality. In the hot spots of consumption in recent years, "post-90 s" and "post-00 s" have completed the transformation from a new force to a main force in many fields. The new generation of consumer groups have a relatively comfortable growth environment and have their own unique consumption ideas. "Spend money to buy happiness+save money to give strength" is a summary of the current young people’s consumption mentality spread on social platforms. It represents that young consumers no longer simply pay for product functions, and their consumption is more pragmatic and rational, and they are more concerned about the sense of satisfaction, participation and ritual contained in consumption. How to grasp the emotions of consumer groups more accurately and understand the deeper needs of consumers has become a compulsory course for brand marketing.
Of course, emotional value is not a "master key". In recent years, many brands have had the lesson of "overturning" because they pay more attention to marketing than products. Ignoring the underlying functional attributes of products and talking about emotional value are tantamount to castles in the air. In other words, the functional value is the first half, and the emotional value is the second half. Only when the first half is steady and steady can the second half accumulate. (This article Source: Economic Daily Author: Wan Zheng)
Source: Economic Daily
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