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Yu Chengdong, in a dilemma.

This article comes from WeChat WeChat official account:Shuzhi front line, Author: You Yong, editor: Zhou Luping, head picture from: vision china.

Yu Chengdong, which has made great contributions to Huawei’s terminal business, has encountered unprecedented challenges in the new energy vehicle business.

First, Ren Zhengfei issued a document on March 31, re-emphasizing that Huawei does not build cars, which is valid for 5 years. This is nothing new, but it emphasizes that "Huawei /HUAWEI" cannot appear in the publicity and appearance of the whole vehicle.

Then Xu Zhijun, the rotating chairman of Huawei, criticized at the financial report meeting that "recently, some departments, individuals and some partners are abusing the Huawei brand. We have been investigating and dealing with it. The brand that Huawei has built for more than 30 years will not be abused at will. Huawei has not built a car or any brand of car."

The speech from the top of Huawei is very targeted. Prior to this, Yu Chengdong has been trying to bind HUAWEI brand to the world of inquiry more deeply, and the stores and posters in the world of inquiry have added the logo of "Huawei", but this cross-border behavior was resolutely stopped by Huawei’s top management.

On the one hand, the terminal business is under downward pressure,Yu Chengdong urgently needs to find new growth points; On the other hand, although there are several business models of Huawei’s car business, the space for Huawei to display is very limited. Yu Chengdong hopes to deeply bind with Huawei to alleviate the current predicament.However, in the face of the firm strategy of the Group, Yu Chengdong, who was full of grievances, began to find himself in a dilemma.

Stopped "HUAWEI asks the world"

On April 1, Wu Shu, a dealer in the western province, received a notice from HUAWEI, demanding that the logo and posters in the store be replaced, and the "Huawei" logo be removed, leaving "the border".

Less than a month ago, Wu Shu just hung up Huawei’s logo. He got the news that Yu Chengdong was going to release the upgraded car of the M5 at the Shanghai Auto Show on April 17th. The main highlight was the advanced autopilot, and Huawei AITO was officially announced to provide confidence to the market.

"At present, no matter from which angle, the overall pressure is quite large. This is the truth." Gu Jiatian, a dealer in the Yangtze River Delta region, told the front line of Digital Intelligence that in addition to cars,The performance of the mobile phone is not very good either.Most of the stores in the world are opened by Huawei’s big distributors. Huawei hopes to solve the survival problem of authorized stores in the case of a sharp decrease in mobile phones. Every time a dealer sells a car, he can earn 6 points.

However, the sales volume in the world is not good now. "Asked the world last year or resource car, sell well, everyone is robbing. Not this year. " Wu Shu said that the sales of smart cars and Huawei mobile phones are now facing tremendous downward pressure. "At this stage, everyone has actually been biting their teeth." In March of this year, the sales of mobile phones and cars in his stores all halved.

Yu jianyue, founder of jianyue EV forecast, analyzed that the product strength of these cars is relatively insufficient.Coupled with the frequent price cuts of rivals, especially Tesla ModelY and Li ONE, it is very uncomfortable for the media at present.

Statistics also confirm this. In February and March, the sales volume of the world has dropped to more than 3,000 units. The front line of digital intelligence learned from an insider of Cyrus that the target set by the consulting community this year is 260,000 units, with an average of more than 20,000 units per month. The reality is far from the target.

"Yu Chengdong is in a hurry and has set high goals, but the market performance of the world is not so good." Gu Jiatian believes that,Yu Chengdong hopes to use Huawei brand to give a shot in the arm and improve consumers’ recognition of the world.

According to Gu Jiatian’s observation, Huawei terminals have actually been exploring step by step, adding Huawei elements to the world. The first batch of boundary M5, the left side of the rear of the car is written by Jin Kang Sailis, and the right side is boundary M 5; The left side of the second batch became Cyrus, and Jin Kang was removed, and the right side was still the boundary M5. In March of this year, I was informed that Celeste was still on the left, and Huawei asked M5 on the right. But this car was not delivered in the end.

But this practice was finally rejected by Ren Zhengfei.Ren Zhengfei’s attitude is still clear, and the whole vehicle will not be tied to the Huawei brand.

"In fact, before you changed, everyone privately called Huawei AITO. Just after getting on Huawei’s bid, give the customer a positive statement. " Wu Shu said that this thing was fine without adding it, but it was not very good to be removed after adding it.

The front line of Digital Intelligence learned from a person familiar with the matter that a few days ago, Huawei’s intranet also released a speech made by Ren Zhengfei in October last year, which talked about several things that Huawei needs to make strategic breakthroughs at present, including digital energy, Huawei Cloud and HarmonyOS Euler, and even talked about Huawei’s mobile phone returning to the king, but it didn’t talk about cars. "He didn’t say anything, which means that this matter is not important at present." The above-mentioned insiders said.

Intelligent selection mode is in a torment period.

As we all know, Huawei’s car business has three modes:One is to provide spare parts for car companies and play the role of Bosch in the era of smart cars; The second is HUAWEI Inside.（HI）Mode, providing HI solutions including HarmonyOS car machine and self-developed on-board computing chip to car companies; The third is the smart car selection mode, which not only helps car companies build cars, but also helps them sell cars. One of the three is more involved than the other.

"In the face of a sanctioned company, it is difficult for car companies in Europe, America and Japan to regard Huawei as the main intelligent supplier, so we can only find domestic car company partners; Li Xiang, a new force car company like Li Bin, has its own pursuit and will not choose us; If traditional car companies are afraid of losing their souls, they will not choose us. " At the 2023 committee of 100 for Electric Vehicles, Yu Chengdong spoke very pertinently about Huawei’s situation in car business. In other words, the first two modes are not easy to walk.

This situation has also been verified. On March 27th, Guangzhou Automobile Group announced that the joint development of Guangzhou Automobile Ai ‘an AH8 project with Huawei changed from joint development to independent development, and the HI model was downgraded to parts model. In fact, Huawei’s HI mode partner is only Aouita of Chang ‘an. And things like Weilai and Ideals are all self-developed in the intelligent level.

Therefore, Yu Chengdong has always been most concerned about smart car selection, which can not only empower car companies, but also activate Huawei’s sales channels.

According to Yu Chengdong, Huawei wants to make the world an eco-brand.That is to say, not only Celeste, but also other smart cars that cooperate with Huawei may appear in the name of the industry. However, there is no clear answer as to who owns the brand or trademark AITO.

However, the cooperation mode of smart car selection also makes some car companies feel less comfortable.

A Cyrus employee said that Huawei did bring advanced management mode and management experience to Cyrus, but its strong style also made Cyrus somewhat dissatisfied. "Huawei requires that we provide all data to Huawei selflessly, and then if we ask Huawei for something, they will say that this is our internal confidential data."

In addition, the above employees revealed that,Huawei’s things are generally more expensive, and as long as the departments related to this thing have to make money,For example, the combination of software and hardware requires a sum of money, hardware also requires a sum of money, and cloud services also require a sum of money. "The cost of Huawei’s whole set of things is very high, and then he will advise car companies to reduce profits."

Therefore, considering the cost, some things of Cyrus are also used by other suppliers. Like motor, ECU(electronic control unit)HiCar uses Huawei more, but Huawei is not used for driving assistance. "We also refuse many things.".

More importantly, the sales volume of the world has been deadlocked recently. Yu Chengdong’s attempt to further bind Smart Car with Huawei brand was also rejected. This adds more variables to Huawei’s smart car selection.

In fact, before the car, Huawei tried the smart selection mode in other categories. The most typical is the smart choice of mobile phones. Since Huawei was suppressed by the United States, 5G chips have not been supplied, and Huawei has also provided 5G mobile phones through smart selection mode.Mainly for operators and Huawei mobile phone contractors to trade.

However, smart mobile phones face more embarrassment than smart cars."Smart mobile phones didn’t sell well last year, and they didn’t sell much this year, with a small proportion." The front line of Digital Intelligence learned from many Huawei dealers that Huawei’s smart mobile phones lacked control before, which led to the channel terminals’ complaints. In Huawei Mall, there are only three or four smart phones, all of which are labeled with 5G, but the sales volume is very limited.

Moreover, merchants can only mention Huawei’s smart selection when they publicize, and they cannot be equated with Huawei. Although these mobile phones are different except for chips, operating systems and logo, others are basically the same as Huawei’s original models. However, Huawei does not allow these smart models to be bundled with Huawei for publicity.

Without Huawei’s blessing, chaotic smart brands have also brought troubles to terminal sales.For example, China Mobile’s Huawei Smart Choice model is Enzhong, TCL’s Thunderbird, Dingqiao’s mobile phone is TD, and Unicom’s is U-Magic. "Who is this product, and the after-sales of the product is a problem." A dealer told the front line that consumers’ recognition of smart phones is very low, and some even bought them back and found that they were not Huawei brands and returned.

This year, Huawei introduced very few smart phones, mainly Hi-nova which cooperated with China Telecom.

Although Huawei pays more attention to and invests in the smart car, it also needs to face the entanglement of this business model. Moreover, compared with the smart mobile phone partners, Huawei faces more independent brands, which also tests their cooperation with Huawei.

In Yu Jianyue’s view, there is not much Huawei can do now: First, after the new car is released at the Shanghai Auto Show, Huawei needs to re-price the M5 and M7.In particular, the M5 extended-range version should continue to reduce the price.In fact, there have been some price reduction actions on the channel side, but they have not been carried out in a big way;Second, it depends on the market performance of pure electric SUVs and pure electric cars that Huawei cooperates with Chery.

"Dealers are also relatively conservative, and it is unlikely that there will be a big outbreak in the short term." Gu Jiatian said that he also lost a lot of money in the world, but he will continue to do it.

Yu Chengdong in a dilemma

The emergency stop of Huawei’s top management made Yu Chengdong rather passive, and also made the outside world see the differences between Huawei’s strategic and executive levels.

Huawei doesn’t want to build a complete vehicle, but wants to do business with more car companies.In Ren Zhengfei’s original words, "Smart car solutions can’t spread a complete front. It is necessary to reduce the research budget and strengthen the business closed loop. R&D should take the road of modularization, focus on several key components to make competitiveness, and the rest can be connected with others."

But the reality is not easy. Huawei’s parts model and HI model have not opened up the situation. "This era has changed, which will only make us more difficult. After a few years, everyone will understand and leave time to test! " Yu Chengdong wrote this sentence on Huawei intranet. So,Yu Chengdong prefers deeper involvement.

In fact, from Yu Chengdong’s perspective, we can better understand that it is not easy to break the game. Huawei’s terminal business has suffered a serious decline in recent years. In 2022, Huawei’s terminal revenue was 214.4 billion yuan, which was the only declining sector within Huawei, accounting for one-third of Huawei’s total revenue. At the peak of 2019, consumer business accounted for more than 50%.

Before the chip is solved, the mobile phone is difficult to get up. Whether it is to save the channel or the terminal business, Yu Chengdong needs to open up new water sources. The car business is highly anticipated by Yu Chengdong. But from the current results, it is not ideal.

Besides,A lot of money is spent, but the income is very limited.Huawei disclosed in its 2022 performance report that since the establishment of BU, a smart car solution, the accumulated investment has reached 3 billion US dollars.(about RMB 20.6 billion)The R&D team has reached the scale of 7000 people. In 2022, Huawei’s R&D expenditure related to the automobile business exceeded 10.3 billion yuan, and the business indirectly involved more than 10,000 people.

Corresponding to the high investment, in 2022, Huawei’s smart car solution business revenue was 2.077 billion yuan, accounting for only 0.3% of Huawei’s total revenue.

Yu Chengdong’s pressure can be imagined. Now every business unit of Huawei has a profit assessment, and the car is the only loss-making business of Huawei at present. An interesting detail is that in the latest 2022 financial report released by Huawei Group, although Yu Chengdong, the CEO of terminal BG, is still the managing director, his name is behind Zhang Pingan, CEO of Huawei Cloud, and Wang Tao, president of enterprise BG. In 2021, Yu Chengdong came before these two men.

"At this time, Yu Chengdong can only find a way to get through when the sales volume is green and yellow." Yu Jianyue said to the front line of intelligence.

In Yu Jianyue’s view, Huawei’s biggest problem is facing US sanctions and problems in the supply chain. Huawei needs to ensure its main business instead of putting too much energy into innovative business. Besides, in this case, even if the automobile business is bigger,It also faces the risk of being sanctioned.

In addition, building a car itself is a very expensive thing, but Huawei is still in the stage of survival."We can’t simply take the same road as Ali and Amazon … We don’t have that much money, and they have inexhaustible money in the US stock market." Ren Zhengfei said. This is also the reason why Huawei has always attached great importance to profits. It needs money to support huge R&D..

"For an industry, only in-depth insight and deep understanding can we grasp the right direction! Mark it and come back in a few years! " After being publicly criticized, Yu Chengdong left such a sentence on the voice forum of Huawei’s intranet, which was quite aggrieved.

Maybe everything Yu Chengdong said is right. "Cars are very important, but compared with Huawei’s main business, it doesn’t look so important." According to Yu Jianyue,For Huawei, this is a question of survival and development.


This article comes from WeChat WeChat official account:Shuzhi front line, Author: You Yong, Editor: Zhou Luping

Tik Tok／Aauto Quicker sinks elderly users VS elderly vertical APP to go out of the circle

"Short video/live broadcast is becoming the favorite content form of middle-aged and elderly people. In the process of competing for the last incremental market of China Internet-400 million middle-aged and elderly users, Tik Tok and Aauto Quicker need to sink further to shake the dominance of WeChat.

For middle-aged and old-aged vertical apps such as jelly beans, beautiful articles, color TV, and small rice cakes, which have "entered the market" since the last round of Internet entrepreneurship boom, are faced with the challenge of struggling to seek "out of the circle" or sticking to the core users to make "small and beautiful" products? "

-age club research team

Competition for short video platforms has become fierce, and Tik Tok and Aauto Quicker have rushed to attack the last incremental market of the Internet.

Wechat’s penetration into middle-aged and elderly people has basically been completed, and the proportion of middle-aged and elderly users in Tik Tok and Kuaishou is still at a low level. Compared with the saturated young users, middle-aged and elderly people are the last users in Tik Tok and Aauto Quicker.

According to the data revealed by the 2020 WeChat Open Course PRO, as of September 2019, the number of monthly active accounts of WeChat reached 1.151 billion. If the population under 12 years old (parents are not allowed to use WeChat because they are too young) and over 70 years old (too old to learn WeChat) are deducted, WeChat is basically popularized in every China person, including middle-aged and elderly people aged 50-70.

In the short video platforms represented by Tik Tok and Aauto Quicker, the number of young users has not increased, while the proportion of middle-aged and elderly users is still low, and there is still much room for growth in the future.

According to the latest data of QuestMobile, among the newly installed users of vibrato short video in March 2020, 14.5% were over 46 years old, compared with 13.0% in the same period last year, indicating that middle-aged and elderly users are rapidly migrating to Tik Tok.

In fact, middle-aged and elderly users have become important fans of many head accounts in Tik Tok and Aauto Quicker. For example, in the national official media accounts such as People’s Daily, CCTV News and Xinhua News Agency, the proportion of fans over 41 years old has reached 10%-20%.

In some emotional head accounts, fans of middle-aged and elderly users account for a higher proportion. For example, Tik Tok’s "Tu Lei" has 24% fans over 41 years old, while the fast-moving "Sichuan Coke" has 34% fans over 41 years old.

In fact, the trend of middle-aged and elderly people on the two platforms of Tik Tok and Aauto Quicker goes far beyond this. In the second half of last year, AgeClub made an in-depth analysis of online celebrity, an elderly person in Tik Tok (see Depth: How to Build online celebrity for Middle-aged and Elderly People? Explosions the development model, current situation and opportunities of Tik Tok elderly online celebrity ");

At that time, online celebrity, an elderly person in Tik Tok, mainly attracted young people and people under the age of 35. Health, emotion, culture and other contents that are really suitable for middle-aged and elderly people and mature in WeChat ecology are very scarce in Tik Tok.

1. The vibrato has changed: there are not only old online celebrity, but also Quyi, calligraphy and painting, and mother’s clothes …

Compared with last year, Tik Tok has changed significantly.

First, some elderly online celebrity, who rose rapidly last year, are now facing the dilemma of losing their powder, exhausted their creativity and failing to realize their goals properly, especially some amateur online celebrity. However, some elderly online celebrity, who have strong creative ability, solid personnel and mature operational ideas, remain hot, and their fans have increased significantly compared with last year.

For example, Uncle Na, who specializes in showing the exquisite life of elderly men, had 9.86 million fans in early August last year, and now the number of fans is 14.32 million. Another "Cai Yunen" who specializes in filming the interesting life of a 98-year-old grandmother has 6.31 million fans, nearly 4 million more than a year ago.

Recently, an elderly online celebrity "Grandma Wang who only wears high heels" has gained 10 million yuan in three months. She is 79 years old this year and has more than 15 million fans. In May, she participated in the live broadcast organized by Tik Tok and brought goods, with a single sales of 5.3 million.

It is understood that the operator behind it is a team with Tik Tok’s funny head account "Play Seven Stages" (currently 14 million fans). After several years of exploration, the operating thinking of Tik Tok online celebrity is very mature.

Another change that deserves more attention is that vertical content categories that are deeply loved by middle-aged and elderly people have begun to appear in Tik Tok, and these categories have not yet appeared head accounts, so there are great opportunities in the future.

For example, the accounts of Shaanxi Opera, Huangmei Opera and Henan Opera in Quyi category have a low number of fans, ranging from 200,000 to 400,000, but middle-aged and elderly users over 41 years old are the main fans, accounting for 50%-80%, indicating that local and long-tailed content categories have great potential in middle-aged and elderly groups.

In the category of calligraphy, the proportion of middle-aged and elderly people is also very high. There are 1.242 million fans of "Junhai Calligraphy", accounting for 43% of users over 41 years old, 1.31 million fans of "Lv Yingru Calligraphy" and 36% of users over 41 years old.

Tik Tok has also begun to appear accounts specializing in selling middle-aged and elderly women’s clothing, and the number of fans is currently 100,000-400,000.

2. Aauto Quicker Run: 50 million middle-aged and elderly people support rich content ecology.

Aauto Quicker, a short video giant, shows a different situation from Tik Tok.

Online celebrity, a funny and attractive old man who is common in Tik Tok, is rare in Aauto Quicker. The most representative one is Uncle Ben Liang, an ordinary farmer in Shandong with nearly 18 million fans. With his unrestrained "wild singing" in the fields, he became popular in Aauto Quicker, and the average number of people in the live broadcast room exceeded 10,000.

Similarly, unlike Tik Tok, the long tail content which is popular among middle-aged and elderly users is more abundant in categories and accounts in Aauto Quicker.

For example, in the Quyi category, which is very popular among middle-aged and elderly people, there are many accounts of millions or even tens of millions of fans. In terms of duet, "Actor-Xuejing Yan" has more than 12 million fans, accounting for 26% over 41 years old; "Artist-Wei San" has 10.19 million fans, accounting for 23% over 41.

In addition, in Henan and other popular Henan operas, there are 1.515 million fans of "Li Yuan Chun Lei Zhu" and 1.139 million fans of "Happy Henan Opera Brother Positive Energy", accounting for about 50% of those over 41.

In terms of health and wellness, there are nearly 3 million fans of the million-level account "Shaolin Positive Energy", accounting for 38.74% over 41 years old.

In terms of calligraphy, there are 1.11 million fans of "Feeling Hard Pen Calligraphy", accounting for 24% over 41 years old.

In addition to these, accounts in folk musical instruments (suona, erhu), square dance, fishing and other categories have gathered a large number of middle-aged and elderly users. These accounts have a small number of fans ranging from tens of thousands to hundreds of thousands, but they have frequent interactions and close relationships with fans, and the possibility of commercial realization is more abundant than that of advertisements and live broadcasts in Tik Tok.

In-depth interviews with a large number of middle-aged and elderly users in various cities across the country by NewAgingPro, a consulting brand of AgeClub, it is found that they have a wide range of hobbies, such as gardening, tea art, photography, chess and Go, etc., and high-quality learning content and communication scenes are what they lack most now. Short video/live broadcast can just make up for this gap.

According to AgeClub, there are 40 million to 50 million daily users in Aauto Quicker, and such a large number of users is enough to support many finely classified head accounts and rich business models.

Where is the middle-aged and elderly vertical APP that survived the big waves?

In the past two years, middle-aged and elderly users entered Tik Tok and Aauto Quicker, which was more a spontaneous process of users, and important changes will take place next. As time goes by, these giants will inevitably have more layouts for middle-aged and elderly users in the future.

Behind Aauto Quicker and other giants stepping up the layout of middle-aged and elderly people, the online behavior of 400 million middle-aged and elderly people is rapidly evolving in breadth and depth. Like young people, they will move online in the future, such as shopping, buying classes, ordering takeout and investing in wealth management. Content and social networking are still the best user portals.

Compared with pictures and texts, short video/live broadcast has unique advantages: it is easier to receive information, the content is more lively and intuitive, and most elderly people have different eye problems. Watching videos is more eye-friendly than reading words.

Even WeChat, which started with graphic content, is stepping up its transformation to video, and launched live broadcast and video numbers in the past year. According to the follow-up observation of AgeClub, after several middle-aged and elderly entertainment platforms broadcast live on WeChat, the number of simultaneous viewers will soon reach thousands or even tens of thousands, indicating that middle-aged and elderly people have a very high acceptance of live video.

In the process of competing for quickly online middle-aged and elderly users, the giants relied on the platform ecology to get dividends in the early stage, but they have not paid full attention to the development of middle-aged and elderly users from the platform strategy level. As for the APP/ applet that entered the middle-aged and old-aged market in the last round of Internet entrepreneurship boom around 2014, they have gone through many detours and also precipitated a unique model in terms of users, products and realization.

Combing the APP/ applet with candied beans, beautiful articles, color TV, small rice cakes, etc., middle-aged and elderly users account for the main proportion, and they all "survived" through big waves. Their development experience and process are very worthy of attention.

Rise: We must seize the traffic/content bonus of middle-aged and elderly users.

These apps and applets with middle-aged and old people as the main users have consciously or unconsciously seized the dividends of middle-aged and old people migrating to smart phones and WeChat in the early rapid growth.

For example, the small rice cake focusing on audio albums and short videos is a typical example of grasping the social fission dividend of WeChat and rising. The small rice cake was first launched in 2014, and it has been tepid. In January, 2017, the WeChat applet appeared. At the end of May of that year, the Xiaomi Cake launched the applet, and it was bound with WeChat official account, which opened up the seamless diversion between WeChat official account and the applet, thus rapidly expanding the user group of Xiaomi Cake.

At that time, within a month, the number of users of small rice cakes rose from 10 million to 20 million.

The start of the beautiful article also benefited from the rapid popularization of smart phones among middle-aged and elderly people, which resulted in a strong demand for editing and sharing long pictures and texts.

Founder Tang Qi once revealed that he was still working at Huawei at that time. At first, he made a simple demo and promoted it within Huawei, and then the number of users continued to rise. After the APP was officially launched, it only found relatives and friends to help forward the online articles on the first day, and then it was not promoted. Its early 10 million households were brought by users themselves.

Another path of user traffic bonus is the application of market buying. Fan Zhaoyin, the founder of Love Square Dance, once reviewed the pioneering course in the field of square dance at the forum on innovation and entrepreneurship for the elderly held by AgeClub. In 2015-2017, an APP was launched in the application market, and the average customer acquisition cost per download was only 1.5-2.0 yuan. Later, companies with a valuation of tens of millions of dollars appeared in the square dance industry. These companies are typical of financing and buying traffic.

Another middle-aged and elderly video APP entrepreneur also told AgeClub that when it was launched in the Android market, the user retention of Huawei mobile phones was higher than that of oppo and vivo, which may be the reason why people who buy and use Huawei mobile phones are older.

In addition to the bonus of middle-aged and elderly users migrating to WeChat, the bonus of content theme also plays an important role. Many middle-aged and elderly entrepreneurs have mentioned in unison that in the years of 2015-2018, there are still few contents on WeChat that meet the reading interests of middle-aged and elderly people. As long as explosive content is produced by combining the characteristics of the post-50 s and post-60 s, it is easy to quickly break out among users and gain a large number of new users.

Midcourt: Find the core requirements, polish the function/realize —— Candy beans hold fast to the leader of the square dance, American articles strengthen long graphic editing, color TV focuses on video editing, and small rice cakes focus on information flow recommendation.

After grasping the user/traffic/content bonus, it is also very important to polish the product. Whether the middle-aged and elderly user experience can be continuously optimized and improved is the key to determining whether the middle-aged and elderly APP can really retain users.

APP/ applets such as candied beans, beautiful articles, color TV, and small rice cakes are unique in their products, which reflects the deep understanding of core users, and the subsequent commercial realization can be realized smoothly.

Candy beans are aimed at the square dance group from the beginning, and they are the leader of the square dance group, so they are all around this group in terms of APP function, teaching system and operation activities.

In terms of common video playback functions, Sugar Bean has designed functions that ordinary short video apps don’t have, such as slow playback, mirror, screen projection to TV, AB loop, etc. Video can be projected to a big-screen TV, and the picture can be flipped on the mirror to facilitate comparative learning, taking care of the needs of square dance groups to learn and practice dance at home.

Many square dance leaders need to shoot their own teaching demonstration videos, and Candy Bean has added the functions of adding titles, flipping and splitting screens in shooting and editing. In order to take care of women’s love of beauty, they can also whiten and slim the characters in the video; In addition, in order to enrich the playability of the video, it is also supported to dig out the portrait from the green screen and put it in a new background, or copy a character into three or five people.

In order to enable middle-aged and elderly users to master the skills of video production, Sugar Bean recorded a series of video courses, such as "Have you used the new function of green screen keying?", "Tutorial of changing colors for clothes", "Changing the sky for real video" and "Making special effects for opening video transitions".

In operational activities, theme shooting and evaluation activities were launched according to social hotspots and time nodes, such as "Online Free Clinic Against Pneumonia" during the epidemic and "Mother’s Day Gesture Dance Selection" before and after Mother’s Day.

The live broadcast section of candied beans also has distinctive square dance characteristics. The content of the live broadcast is mainly that professional teachers are promoting paid courses such as square dance, aerobics and modeling, and a small number of anchors are carrying square dance costumes or teaching mobile video production.

Color TV is an APP that started with video editing, and later developed functions such as community and live broadcast, but the functions of video editing are unique. For example, you can freely add titles, splice multiple video materials, adjust the video order, add soundtracks and subtitles.

In order to help middle-aged and elderly users learn video production, special teaching sections "Color TV College" and "Color TV School" are launched, which mainly focus on video editing and production, as well as poetry creation and folding fan production.

In the process of making editing videos, many middle-aged and elderly users need more and newer materials and more powerful editing functions, resulting in a clear willingness of members to pay.

And members have brought a lot of income to color TV. According to Age Club’s understanding from the industry, the current membership income of Color TV is in the order of tens of millions.

At the beginning, the beautiful article mainly used mobile phone to edit long pictures and texts, which just seized the opportunity window that WeChat can only edit and publish long pictures and texts on the PC side, and it is too expensive for many middle-aged and elderly people to learn and use.

Therefore, it can be seen that the function of American articles in graphic editing is the most powerful in all apps. You can adjust the text size, color and boldness, add serial numbers to paragraphs, and adjust the alignment of paragraphs; In addition, audio and video can be added to the article, and pictures can be added in the form of single sheets or puzzles.

In terms of realization, the main income of American articles-members and prints-is extended from long graphic editing. In the membership service of 19 yuan/month and 198 yuan/year, the main functions are related to graphic editing, such as high-definition original pictures, high-definition videos, high-definition titles, massive pictures, advanced typesetting, template customization, exclusive music and exclusive templates.

Small rice cake is a rare "technical flow" in the application of middle-aged and elderly people. The technical characteristics are not reflected in the powerful and perfect editing and production of the main function "Audio Album". In fact, this functional little rice cake adheres to the principle of minimalism, and can only add words, pictures and videos without further freedom.

Small rice cakes pay more attention to the sharing and communication of middle-aged and elderly users after editing, the use time brought by browsing short videos on small programs, and the advertising click income brought by it, so they emphasize the recommendation algorithm behind short video information flow.

There are several small programs of the same kind launched by Xiao Niangao, such as blessing circle, small bench group photo album, etc., all of which are based on minimalist graphic editing+extremely fast sharing and communication+information flow recommendation, showing the same technical characteristics and traffic thinking.

Ru Haibo, the founder of Xiao Niangao, is one of the few middle-aged and elderly entrepreneurs who rushed in with the emphasis on mobile Internet opportunities. He has previously started several projects and worked as an investor in Jingwei Venture Capital.

In contrast, Jiang Yimin of Color TV was born in the chip industry, and the founder of the American article was from Huawei. The founder of Candy Bean was a technical background in video before, and they were not particularly good at business models.

Giant sinking VS small and beautiful vertical APP: Who is the future of middle-aged and elderly Internet?

The candied beans, beautiful articles, color TV, and small rice cakes that survived this round of entrepreneurial tide in 2014 have all gone out of their own unique models in terms of users, products, and realization, and there are many companies with incomes of tens of millions to hundreds of millions of yuan.

The essence of its success is to capture the group of middle-aged and elderly users who are the first to set foot on the wave of mobile Internet, are the most socially active and have relatively strong purchasing power. For example, Candy Bean captures the captain of the square dance who has a strong demand for learning new dances, and Color TV and Beauty Articles capture the vitality of middle-aged and elderly people who like traveling parties and taking photos and videos.

Vertical APP has done a perfect job in a certain segment demand for middle-aged and elderly users, successfully attracted small and heavy users, and cultivated their payment habits to achieve a small and beautiful development state.

However, the other side of the matter is that if the vertical APP wants to "go out of the circle" and expand its target users from small groups to billion-level users with more dispersed needs and greater differences, it needs to expand heterogeneous categories in content, design a more sticky social structure in users’ social relationships, and make trade-offs in improving and simplifying functions. In the past, it was no longer applicable based on the needs understanding, product experience and liquidation methods of small users.

In fact, these apps have indeed done or are doing "out of the circle" attempts. However, some restrict the expansion of content categories because of the graphic form, some are too heavy to change users’ mental cognition because of their vertical attributes, and some are hesitant in the strategic direction because of the company’s genes …

There is no doubt that giant platforms such as Tik Tok and Aauto Quicker have a deeper understanding of the needs of billion-dollar users, and the rich and complete platform ecology and closed-loop business of giants will also bring more possibilities for the middle-aged and elderly Internet.

1. Tik Tok/Aauto Quicker: Fully tap the long tail content, and middle-aged and elderly people are willing to pay for interesting and dreamy "knowledge".

After several years of rapid development, Tik Tok and Aauto Quicker have become enough content/social platforms to threaten WeChat, and the rich entrepreneurial opportunities for middle-aged and elderly people that once appeared on WeChat are likely to be repeated in Tik Tok and Kuaishou, which will be richer and more different.

As previously analyzed, although middle-aged and elderly users in Tik Tok are growing rapidly, and some accounts attract a large number of middle-aged and elderly fans, compared with the content ecology of the whole platform and the rich hobbies of middle-aged and elderly people themselves, there are still many content needs that have not been met.

Moreover, compared with the explosive topics such as emotion, health and pension displayed in the form of pictures and texts on WeChat, the form of short video/live broadcast is naturally suitable for many long-tail contents, such as gardening, tea art, photography, chess and chess, wenwan collection, etc., which are popular among middle-aged and elderly people. The video mode is more impactful and can stimulate the interest in learning and paying.

There are already cases in which high income is obtained by selling classes for middle-aged and elderly fans.

"Chen Libao Suona", a fast-paced suona anchor, is also a young wind player of the Central National Orchestra. He once participated in "I am a singer" with singer TanJing, and is a well-known post-85 s performing artist. At present, there are 450,000 fans, accounting for 27% of those over 41.

The short videos on its homepage are mainly videos of its own performances and rehearsals, as well as songs co-operated with TanJing and Sitar tan. During the live broadcast, it explains suona knowledge and answers various questions of fans, with an average of 400-500 people online.

Chen Libao’s suona courses include "zero-based speed learning series" and advanced course series, which are quite popular after its launch. The hottest course has 7,600 buyers, and the number of buyers of other courses is mostly between 1,000 and 3,000.

In addition to selling classes, Chen Libao also sells suona and other musical instruments in the live broadcast room. The price is around 1000 yuan, and nearly 10 instruments can be sold every day.

In the media interview, Chen Libao once revealed that there are college students, music teachers, business owners, bus drivers and farmers among the students, and the oldest student is over 70 years old.

In fact, middle-aged and elderly users not only buy suona courses on Aauto Quicker, but also have singing education programs for middle-aged and elderly people with millions of paying users on WeChat ecology. The logic behind it is actually the same. Middle-aged and elderly people are willing to pay for their "dreams".

2. "Wechat business" on the fast hand: Why do you choose wig products with middle-aged and elderly people as the main users?

Tik Tok and Aauto Quicker started from the Internet, and the e-commerce business that undertakes the heavy responsibility of making profits is the common focus of the two companies. As mentioned above, there have been accounts for clothing and accessories for middle-aged and elderly people. Tik Tok and Aauto Quicker undoubtedly have greater opportunities when similar businesses on WeChat are saturated.

The two platforms also pay more and more attention to online and offline communication, and both launch the same city plate to encourage local businesses to settle in, which brings new opportunities to many local service businesses.

Especially in Aauto Quicker, which is decentralized and community-oriented, traffic distribution tends to tilt to the waist and tail accounts, which has more room for local services targeting middle-aged and elderly people.

Taking the tourism category as an example, there are more than a dozen matrix accounts of "Zhangjiajie Tourism Reception", many of which have 1 million or even 2 million fans, and middle-aged and elderly users account for an important proportion, generally between 10-30%.

Similar to the recruitment and joining agent model in WeChat Ecology, there are already teams operating on Aauto Quicker, and the selected products happen to be wigs with middle-aged and elderly customers as the main target.

There are many wig accounts in Aauto Quicker, most of which are opened in wig stores to drain their offline stores.

Aauto Quicker’s account matrix "Salongwei" adopts the mature Wechat business model, creating new concepts of "wearing hairstyle" and "scene clipping" to relieve ordinary consumers’ resistance to wigs, and recruiting wig partners throughout the network through short video/live broadcast, promising to provide a perfect course training system;

For example, there is a CEO interactive system in management, an online sales system, a terminal marketing course and a product manager in marketing, and China scene tailoring in wig technology.

Another Aauto Quicker account matrix named "Elephant Replacement" provides nationwide door-to-door replacement service for C-end users, and offline training and wig raw material supply for B-end users who start businesses and open stores.

The offline training costs 2,980 yuan for 3 days, and the main contents are replacement technology, self-media promotion and physical store sales skills.

Why are wigs favored by Wechat business team? First, because of the high gross profit, according to AgeClub, the purchase price of wigs from Wechat business to stores is only 300-500 yuan, which costs 2,000-3,000 yuan.

Second, wigs require high marketing ability, because wigs are not a category with high public acceptance at present, which requires a lot of publicity and education for users and a lot of marketing training for the team, which is precisely Wechat business’s specialty.

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All the above data and cases have fully explained the vitality and potential of middle-aged and elderly people in the Internet world. But we believe that this is only the beginning for 400 million middle-aged and elderly people to fully embrace the Internet life.

Looking back at the content/social development path of middle-aged and elderly people, we will find that it is halfway compared with young people, and there will be many possibilities in the future:

In the form of information, from text to voice, pictures to video;

In social relations, from acquaintances (family, colleagues, classmates, comrades-in-arms) to semi-acquaintances (community owners, square dancers, etc.) to strangers (network friends, senior college students, etc.);

On the theme, from family parent-child, health, emotion to various long tail subdivision hobbies;

In terms of demand experience, from simple operation to rich content to information property security (from online behaviors such as shopping, payment, investment and wealth management).

＂Betta Fish＂ was broadcast live into the military camp： What kind of waves were stirred up in 3 days and 72 hours？

A few days ago, the New Corps of the Hubei Military Region invited DouYu, the leading enterprise of domestic webcasting, to enter the military camp to broadcast live the training, work and life of the new soldiers who joined the army in September this year.

From November 8 th to 11 th, for 3 days and 72 hours, more than 600 recruits of the new corps faced the camera lens broadcast on the Internet for the first time, showing the military camp style and the image of officers and men in the new era in an all-round way.

Through DouYu’s lens, the majority of netizens not only see the gratifying changes in today’s military camps, but also truly feel the new pulse of ideological and political work in the army in the new era.

The growth of the new soldiers is clearly recorded by live cameras and shown to the majority of netizens. Xu chentu

What kind of waves did "Betta Fish" stir up when it entered the barracks?

"I heard that DouYu selected anchor online celebrity to enter the military camp. I signed up without hesitation, and I begged again and again. This is a very precious experience for me." Standing in the training ground of the recruits, "outdoor" said.

When it comes to "Outdoor", it is famous in the field of "online celebrity anchor". They are composed of two cousins, Fu Hailong and Pan Bin from Chongqing, and have more than 1.3 million fans. Pan Bin said frankly: "Some people in the society think that the atmosphere of the army is very rigid and the soldiers are very strict. This time, after the new corps and officers and men got in touch with each other at zero distance, I really feel that the army stresses both discipline and friendship, and the atmosphere is really good, completely eliminating some misunderstandings about the army between me and my fans and really getting to know the military camp again."

Seek depth with concreteness and impress people with truth. At 12 o’clock on the morning of November 11th, the real-time peak popularity of the webcast reached 5,653,600, and the cumulative number of hits in three days exceeded 104.22 million, with a cumulative barrage of 45,364,900. What is even more surprising is that the event was pushed by more than 300 websites across the country, with a reprint volume of more than 200,000 times.

"The barrage expresses the instant feelings of netizens." Qian Jing, a director who graduated from Simon Fraser University in Canada, told reporters: "Although you can’t see who sent it, every one is true."

Qian Jing flashed a screen shot: "This is a regretless youth, and I really like the army!" "Without them, can you sit here and watch the live broadcast comfortably?" "You have to learn not to abandon and not to give up!" "Very touched, this is the China soldier." "My old company commander appeared!" "This kind of activity is good, when will the second season come out?" "Tired or not, think about the revolutionary doyen …"

"Analyzing the data, we found,’ I’m going to be a soldier!’ Five words have been used for more than 40 times, which represents the strong desire of the younger generation. In this regard, Zhu Yuanfeng, head of the new corps of Hubei Military Region, was overjoyed: a live webcast has produced multiple social effects, which shows that there is still much room for us to enhance the times of ideological and political work.

The novel form of ideological and political work of the New Corps has aroused great interest of the anchors of "online celebrity".

"Betta fish" swam into the military camp, which originated from the idea of "living water"

"Companionship is the longest confession." This sentence, which has been popular on the Internet in recent years, has touched countless military families separated from each other. Because her boyfriend is a naval officer, Wu Wenjie also has some experience about it.

As one of the anchors who participated in the "Fighting Fish into the Barracks", Wu Wenjie is also a key member of the "online celebrity Party Branch". She thought she knew more about soldiers, but she cried four times in two days: the first time she couldn’t help crying when she finished 120 push-ups; The second time I cried when my arms were all worn out in tactical training; The third time was to train to the limit, but the "relaxation activity" arranged by the monitor for her was to cry when she sprinted 1200 meters. The fourth time, the activity was coming to an end and leaving his comrades-in-arms. Wu Wenjie cried miserably.

"It’s only after experience that I know that it’s really not easy to take the responsibility of defending the country as a man, and it’s really excellent!" Wu Wenjie said that her boyfriend saw her live broadcast and sincerely praised her and this activity.

The military camp is an armed unit with closed management. How did this activity facing the live broadcast of netizens enter the military camp?

"At present, officers and men are undergoing profound changes in their ideological concepts and values, while our ideological and political work is facing’ chronic diseases’ such as outdated models and single methods." Li Jun, political commissar of the New Corps of Hubei Military Region, suddenly felt a sense of urgency after an in-depth and meticulous investigation of recruits’ thoughts: the military camp is not a vacuum, and ideological and political work cannot be divorced from the background of the times and social environment. If we dare not face the challenge of ideological and political work in the new era, we will not be able to shoulder the historical mission of strengthening the army.

After in-depth problem-oriented thinking, the Party Committee of the New Corps planned a live webcast to enter the military camp, and formally reported to the Party Committee of the Hubei Military Region, which won the support of the superiors: if you can’t pass the network barrier, you can’t pass the era barrier. Under the premise of strictly observing the confidentiality provisions, you can do a good job in the activities and make an impact, thus creating a new path for ideological and political work in the new era.

The webcast entered the military camp, and various funds were invested heavily. Who will spend the money? When Li Jun found Wuhan DouYu Company, indicating the national defense effect and social effect that the activity would produce, Chen Shaojie, the chairman of DouYu Company, immediately made a decision: to participate wholly, and to invest a huge amount of advertising resources for promotion.

What’s even more surprising is that in the process of planning DouYu to enter the military camp, the working group of the Central Network Information Office, which is being investigated by Betta Company, also applauded it, taking this activity as the first stop of the large-scale theme activity of "Hello, New Era" of the Central Network Information Office.

In order to effectively ensure the smooth live broadcast activities and spread positive energy, the New Corps of Hubei Military Region strictly controls political censorship, news reporting, security and confidentiality, and on-site control, and also closely monitors the live broadcast process by using Jingchu. com’s public opinion big data system, creating a precedent for the monitoring and disposal of webcasting by big data analysis system in China.

The novel form of ideological and political work of the New Corps has aroused great interest of the anchors of "online celebrity".

"Betta fish" stirred up the new corps, stirring up more than just waves.

Just after finishing the work at hand, Deng Jiali arrived in Wuhan from Yangjiang, Guangdong Province overnight. On this trip, he will witness the important moment of his son Deng Xiucheng’s life.

Like Deng Xiucheng, for more than 600 recruits in the Hubei Military Region, November 11th is an unforgettable and memorable day-they were awarded the rank of Private, wore caps, neckties and epaulettes, and officially became glorious PLA soldiers.

To the surprise of these soldiers, their parents were invited to participate in the "adult ceremony" of the recruits’ military camp, and they saw their children "quenched" through tempering and became men in the military camp. Together with parents, there are millions of netizens on the Internet who feel the new style of soldiers in the new era through DouYu.

"Betta" is on fire! While tens of millions of netizens kept refreshing the click-through rate and visiting messages, more than 20 media outlets, including People’s Daily, Xinhua News Agency, china national radio, Hubei Daily and Hubei Radio and Television Station, interviewed on the spot, and turned their attention to the more significance brought by DouYu’s entry into the military camp.

Such activities "boost morale". Zhang Along, a private from Guangzhou University, said frankly: Usually, training is very hard, and you will be lazy unconsciously. Now, facing the live camera, you have to train hard and show the hard-working side of the soldiers in front of the vast number of netizens. With the praise and encouragement of netizens, you understand the sacred mission and responsibility you shoulder.

Such activities are "aura". Chen Jian, a squad leader who has been with recruits for four years, told reporters that in the past, ideological and political education for recruits was often written on a blackboard and watched in PPT, which was boring. However, "Betta Fish" entered the military camp to broadcast our training life live, which enhanced the sense of honor and mission of the soldiers in the interaction. This subtle education method is both smart and effective.

Such activities "gather popularity". In the past few weeks, the staff of Hubei Network Information Office, who has been paying attention to DouYu, expounded his views from the perspective of new media communication: Webcast is a new interpersonal communication mode, which has enhanced the credibility and persuasiveness of national defense education by constantly attracting popularity.

The three-day live broadcast time is fleeting, and netizens seem to be wanting more, but the Hubei Military Region has opened a door to explore the ideological and political work in the new era, and there are more wonderful things waiting to be staged …

Adventures of "Betta Anchor" in Military Camp

Some things can only resonate with personal experience. These two days, the webcast room of online celebrity’s "Amazing Aunt" continued to burst. What makes the majority of netizens watch and discuss online is what she saw, heard and felt when she visited the New Corps of Hubei Military Region.

Xiao Shujie, the "ever-changing aunt", is a signing anchor of DouYu Platform. Her lively and cheerful hosting style left a deep impression on netizens. As a professional "online celebrity anchor", Xiao Shujie traveled all over the country. Her camera aimed at many "delicious food" and "beautiful scenery", but she didn’t have a chance to enter the military camp.

Under the real-time focus of the camera lens, Xiao Shujie and DouYu team officially entered the new corps of Hubei Military Region at 2 pm on November 8.

In just one hour, Xiao Shujie’s live room attracted more than 120,000 netizens. However, what surprised her even more was that in just three days of military camp life, the military camp in her mind was completely subverted-

One of the adventures: "big pot rice" smells better than "takeaway"!

Like many girls, Xiao Shujie likes to taste all kinds of delicious food. Nowadays, it is convenient and fast to order online. She especially likes to order "take-away" and occasionally "show off while eating".

Before she arrived at the new corps, many fans reminded Xiao Shujie that the army was a "big pot of rice" and its taste was not good, so she quietly prepared a lot of "dry food".

However, on the first day of dinner, there were three meats and two vegetables and one soup on the table: red-cooked chicken, braised pork with plum vegetables, braised diced yellow pepper with tomatoes, shredded hot and sour potatoes, stir-fried Chinese cabbage and melon ribs soup, all of which were delicious. Xiao Shujie, who usually pays attention to her appetite, wolfed down two bowls of rice and exclaimed: "Big pot rice" is more fragrant than "takeaway"!

Adventure 2: Military songs have a different feeling!

Xiao Shujie especially loves to sing karaoke and is full of curiosity about the recruits’ "learning to sing military songs": Is the music beautiful? Are the lyrics lingering?

As the majestic song sounded, Xiao Shujie’s body suddenly shook. Although she hadn’t learned it before, Xiao Shujie couldn’t help humming along, singing and beating time, and her voice became louder and louder.

Looking at the live broadcast, many netizens issued a barrage: singing military songs is very similar and energetic. Xiao Shujie replied: "In the past, singing was self-satisfied. Today, singing military songs is passionate."

Until she went to sleep at night, Xiao Shujie’s ears seemed to be still echoing: the feeling of the moon on the top of her head is safe in the world, and the soldiers are always listening to the call, and love is dedicated to millions of families, and the true feelings are held in front of the people …

Adventure 3: The whole class stood up and sat with themselves to eat.

The next morning, Xiao Shujie failed in shooting.

At noon, in order to spur the recruits to train hard, the other classes stood up to eat who didn’t play well. As a result, Xiao Shujie’s fourth class stood up and sat with Xiao Shujie to eat.

Xiao Shujie, who stood up several times and was pressed on the stool, suddenly felt an inexplicable impulse: this time she dragged down the whole class, so she must train hard and do well next time!

At this time, Xiao Shujie’s live broadcast room was suddenly screened by the barrage: "See, this is the true feelings of comrades!" "Nothing is more powerful than unity!"

The fourth is not an adventure, but an unforgettable one: hanging on the horizontal bar "tears keep falling"-

In the afternoon physical training, Xiao Shujie, who usually doesn’t do much exercise, has completed 3 km running, 3 groups of push-ups, sit-ups and flat support, feeling exhausted. When I arrived at the horizontal bar training, I couldn’t help but burst into tears.

At this point, the live camera was aimed at her: "Fans bet you won’t last a minute!" Xiao Shujie replied with tears: "I can persist!"

Time goes by, and there are still 10 seconds from the training standard of 3 minutes. The whole class of recruits shouted in unison: "Come on, Xiao Shujie!"

"10, 9, 8 … 3, 2, 1", when Xiao Shujie finally finished all the physical training, the recruits in the class clung to her tightly. All kinds of gifts swarmed in the live broadcast room, and the barrage once again dominated the screen: "I didn’t expect you to persist, which really made us sit up and take notice." "The military camp gave you strength!" ……

Wiping away tears, Xiao Shujie left a youthful feeling in the webcast room: during the three-day military camp life, I laughed and cried and was moved. Whenever I couldn’t persist, I would sing in my heart, and every time I finished singing a song, I was one step closer to victory …

Be good at listening to the voice of the times

Huang Ming Village, Director of Political Work Bureau of Hubei Military Region

Webcast once made the troops "forbidden" to stay away, just like when mobile phones and the Internet first met military camps, many people chose to avoid and block them in the face of the voice of officers and men. Today, when we let go of the gates of thinking ideas, they are not the "scourge" people imagined, but also play an unexpected role in the military education management. Listening to the voice of the times, let us gain a lot.

Every era has its own voice. Compared with the past, the "voices" of officers and men in the new era are not less but more, not simple but complicated. In the past, officers and men were simple-minded, honest and obedient, but now young officers and men are well-informed and individual. In the past, the psychological demands of officers and men were relatively single, and they were "half instructors" to do a good job in food; At present, the spiritual needs of young officers and men tend to be diverse, and any new things that appear in society will stimulate their desire to have a taste and try.

The "new" voice of officers and men is not terrible. What is terrible is knowing that it is a "new voice" and coping with it in the "old way". In the face of new things emerging in the new era, some comrades look at them with "colored glasses" and are used to defining them with old frames. Some people have an "either-or" cognitive model, which they can’t understand or get used to, and blindly judge "today’s him" with "past me"; Some people are worried that "the gun will shoot the first bird" and "the rafters of the outcrop will rot first", avoiding sensitivity and avoiding hot spots; Some people are worried that the gate will be released, and they will not be able to close it. They are used to "fencing the fence", and they will be fortified at all levels and blocked everywhere.

两年前，根据神曲《小苹果》制作的征兵广告爆红网络，被网友称为“萌”系征兵代表作。但在发布之初，也有很多人质疑它不够严肃，不宜传播。但事实证明，军营版《小苹果》不但在互联网上传播得很好，好评如潮，还对当年的征兵工作起到助推作用。

古人云：“苟日新，日日新”。当今社会，正处于“日日新”的时代，新生事物层出不穷。军营不是生活在真空中，面对新事物，一味封堵解决不了根本问题，必须冲破藩篱，顺势而为，趋利避害，才能为我所用。

正如习主席在党的十九大报告中指出那样，只要我们善于聆听时代声音，勇于坚持真理、修正错误，二十一世纪中国的马克思主义一定能够展现出更强大、更有说服力的真理力量！

面对时代声音，我们要做的就是像扑入大潮那样扑入时代的怀抱，深深地潜入其中，静心聆听，寻秘探微，接受时代的冲刷和淘洗，然后站在时代的潮头，成为这个时代的弄潮儿。

（原题为《新兵团游来一条“斗鱼”——湖北省军区探索推动新兵思想政治工作创新的一段经历与思考》）

Enjoy the green mountains and green waters and the scenery of Spring City! Kunming is really beautiful

Kunming is located in the low latitude plateau, surrounded by mountains on three sides, and adjacent to Dianchi Lake in the south. "The weather is often like February and March, and flowers bloom all the time in spring". It is known as the "Spring City" at home and abroad. Kunming has beautiful mountains and rivers, beautiful scenery, and natural and human landscapes set each other off, which makes people linger …
In Kunming, there is a feeling called Daguanlou and a beauty called Cuihu. There is a flower sea called Dounan; There is a taste called Kunming Old Street; There is a kind of poetry, called cultural lane; There is a kind of romance called Laoyuhe Wetland Park …
The beauty of Kunming is overwhelming:
daguan pavilion
A "hi" and a "sigh"
Talk about the spectacular scenery of a hundred miles.
On "Scenery" and "History"
Talking about the vicissitudes of life in Kunming
The grand view is
The endless horizon and mind.
This breadth is beyond words,
Only when you really climb the Daguanlou can you deeply understand it!
chestwood
Ten acres of lotus fish world, half city willow caresses the balcony.
Beauty of Cuihu Lake
Is beauty enchanting or not?
Quietly watching the dispute of cloud history
Always stay in the hearts of literati and poets
Cuihu is the symbol of Kunming.
A photographer said
Overlooking the whole Kunming city from high altitude.
Cuihu is the most amazing protagonist.
Black Dragon Pond Park
Bright red is like a drop of Xia Ming, and the number of azaleas is hot and beautiful. "
The thought of Kunming
It is the spring scenery in the garden.
"Rhododendron powder" is always so sweet
Every year in March and April, 350,000 azaleas in Heilongtan Park, together with nearly 4,000 pots of Ma Yinghua and Yingshanhong, make visitors wander in the beautiful scenery of flowers in four seasons as soon as they enter the park.
Dounan flower market
Yunnan produces good flowers.
Dou nan ju Hao Hua
Dounan flower market sells good flowers
This is the best portrayal of Dounan flower market in Kunming.
The Dounan Flower Market at night is more lively than during the day, and the air is full of sweet flowers. The sound of inquiry and bargaining is one after another, and it is bustling and lively, just like a picture of flowers on the river.
Laoyuhe Wetland Park
As a veritable spring city in China, Kunming has flowers all year round, with different seasons and colors. Whenever you go to the Fishing River Wetland Park, you can feel as if you are in the ocean of flowers.
Every weekend, it’s really refreshing to come to the Fishing River Wetland Park, blow the wind, look at the blue sky and white clouds, close your eyes and listen to the sound of splash for a while!
Beijing Road Flower Boulevard
In the history of Kunming’s development, there is a road extending from 300 meters to 15,660 meters-Beijing Road.
In the past few years, after the continuous greening and landscape upgrading project in Beijing Road, flower paths have been built in the center and both sides of the road, making the flowers smell all over the city and welcoming people with sincerity. Let Kunming, the "first avenue", form a rich landscape color with surrounding buildings.
Beijing Road "Flower Avenue"
It not only reflects the city image of new Kunming
Also as a "beautiful spring city"
"Window" and "Business Card" of City Image
culture lane
As a characteristic street in Kunming, Culture Lane includes the world-famous "Southwest United University" and Yunnan University with a long history because of the gathering of famous schools nearby. For a time, there are a lot of talents here, and professors and students are here to "point out the mountains and inspire words", which has become a popular story.
Nowadays, while continuing its profound cultural heritage, Cultural Lane has also become a gathering place for young people. It is full of labels of "youth, trend and internationalization", and it has gradually become a "lifestyle" for Kunming people to go to Cultural Lane.
Kunming old street
if
Chengdu has Kuanzhai Lane.
Shanghai has a new world.
Then there are characteristic old streets in Kunming.
No matter which road you take, as long as you have the heart, you will find the surprises hidden in this city. Opening a place is a mystery. You don’t have to bother to plan long-distance travel, and you don’t have to watch the passive travel in the circle of friends. Just visit several old streets in Kunming and you can start a journey for a while!
Kunming Confucian temple
Kunming Confucian temple
Located on Renmin Middle Road, the most prosperous main road in Kunming.
Here to worship, columns, beams. ……
A seemingly one-stop scene
Behind it is the efforts of hundreds of people for ten years.
The completed Dacheng Hall covers an area of 952.55 square meters.
Of all the Confucian temples in Yunnan Province at present,
The largest Dacheng Hall.
Kunming Confucian Temple was founded in 1276 AD in Yuan Dynasty. In the long years after 700 years, the times changed, and the Confucian Temple was ill-fated, destroyed several times and rebuilt several times. Now we walk into the narrow Lingxingmen, an empty Confucian temple, with mottled trees and mud lions covered with moss. Old people play erhu and sing Yunnan opera. Time flies like the wind, and it seems that everything just ripples and has never been changed.
Recently, the list of 2019 Chinese and foreign cold-proof tourist destinations was released. Among them, Xishuangbanna, Kunming, Lincang and Dehong in Yunnan were awarded the "Top Ten Cold-proof Tourist Cities in China in 2019", and Kunming ranked third. When the north is still frozen for thousands of miles and Wan Li is snowing,
Kunming at this time
be the same as before
Beautiful weather, birds and flowers …
The Spring Festival holiday is approaching.
Welcome to Kunming to avoid the cold and be a guest.
Reporting/feedback

Five Simple and Practical Football Skills

Hello, everyone, today we share five simple and effective primary skills, I hope you like them!

The five practical skills brought today are very simple and effective. Let’s take a look at some of them. Let’s start now:

Knock someone across

The first action is used when we want to create enough space to shoot or cross. We can use this technique to explode directly from the static state, and the speed is very fast. Sudden breakout can make this technique more effective.

Figure 1- Crossing People

All the previous "dances" are preparations. It doesn’t matter what we do. The key is to let the opponent not know what we are going to do. If we slow down, this action is not complicated at all. First, push the ball across the body with one foot, and at the same time, kick the ball in the opposite direction with the other foot, and then break through.

Figure 2- Kicking in the opposite direction

Note that we can also make the ball bounce a little and increase the lethality of this action. At first, we should practice this action slowly, and finally, even if the defender meets you, we can still finish this action.

Figure 3- Knock the ball up

Pull the ball through the crotch

The sideline is the best helper for us to finish this crotch crossing. Even if there are no defenders, we should learn to practice by imagining ourselves, so that we can feel more comfortable when we train and learn these movements.

Fig. 4- Demonstration of Crossing the crotch

This crotch-piercing action can be divided into three simple steps. First, we pull the ball aside to create some space, then stop to attract the opponent to take the bait, and then wait for the opportunity to stir the ball to wear the crotch.

Figure 5- Pull the ball to create space

This action is just a pattern, and there are many ways. Of course, it can also be used in the middle. If we are trapped on the side, it can make us break through easily.

Figure 6- Middle Road Use

V-fake action

V-shaped push-pull is a very important and reliable skill. Now we derive a practical skill based on it. We combine V-shaped push-pull with body postures and riding a bicycle. Therefore, this requires us to have good coordination and be prepared from the beginning.

When we finish the V-push-pull, we can make a body fake or step sideways in the opposite direction, then stop and step on the bike, and finally get rid of it.

Figure 7-V-shaped push-pull fake action

We must observe the game and read about the defensive players and the game. The only way to succeed is to cultivate our self-confidence and skills through practice and improvisation. When we feel more confident, we can create our own rules and be comfortable in the game.

Figure 8- Create your own rules

Reverse feint

Although this action can’t guarantee that you can get rid of your opponent 100%, it can give us enough space. In the game, as long as we have the opportunity to raise our heads, we may complete high-quality actions.

We pull the ball back a few steps, and the defender either stops or pounces, then we turn our ankles, make a fake move, and finally break through in the direction of the target.

Figure 9- Demonstration of Reverse Fake Action

This action is very useful in the cross or in front of the penalty area, especially when we don’t have much time to do it. It is very simple. We must master it. Let’s go to the stadium and practice now.

Figure 10- Simple and Practical

Ronaldinho stopped behind him.

Ronaldinho can do this action at will anywhere on the court, so there is no limit to this skill. The first step is very simple. We pull the ball back behind us, then stop on our toes and pull it back.

Figure 11- Stop the ball on the toe behind you

If an opponent inserts an assist, as shown in the picture below, it will make this action more confusing, and it seems as if it is going to pass the ball, and then suddenly stop and throw off the defender.

Figure 12- Get rid of the defender

When we are doing movements, we should not stand up straight. We should believe that the more we practice, the more skillful we are, the better our performance will be. We can step on a bicycle, wear crotch, or turn around to protect the ball and do whatever we want, as long as the movements are smooth.

Figure 13- Changes in body center of gravity

That’s all for today. Please continue to pay attention to the road of football for more exciting football teaching!

Super foreign aid is publicly sold and traded! Many clubs compete for it, and Beijing Shougang is bound to win.

Jiangsu Kendia Club recently publicly sold the priority to renew the contract of super foreign aid Blackney, which caused many teams to compete. This move not only means that Jiangsu team will usher in a reconstruction, but also highlights the value of foreign aid in CBA league and their key role in the team.

Blackney is a powerful player from the NBA Bulls. He played 38 minutes per game last season and contributed 32.7 points, 7.4 rebounds and 4.8 assists. His personal ability is excellent. He used to be the main player of the NBA Bulls, and he was only 26 years old. He showed good strength in the CBA league.

Many clubs, including Beijing Shougang Team, have expressed strong interest in Blackney. The Beijing team has been looking for suitable small foreign aid in the past few years, but the performances of Gibson, Nick Johnson and Jeremy Lin before them have not met expectations. Therefore, they regard Blackney as the best choice to solve the back line problem.

Compared with NBA, there are some restrictions and difficulties in CBA player transfer. If they are local players, their transfer may be restricted by the priority to renew their contracts, which is stipulated by the Basketball Association to protect the youth training of various clubs. However, for foreign aid, the existence of the priority to renew the contract is somewhat difficult to understand, and many foreign AIDS have criticized this provision of CBA. Before the outbreak, there was no stipulation that foreign aid had the priority to renew the contract. Foreign aid could be transferred freely after the end of a season, but now they have become the object of the club’s scramble to trade, which is unfavorable to the players’ personal interests.

From another point of view, the priority of the team to sell foreign aid is also a business strategy. For the trading parties, by purchasing the priority to renew the contract, they can get a strong player and get a transfer fee from it, which is also conducive to increasing the competitiveness of the team. For the sellers, this is also a commercial operation. They can get some economic returns by selling the contract renewal right, and also have the opportunity to introduce new foreign aid for the team.

Generally speaking, Jiangsu Kendia Club’s public sale of Blackney’s priority to renew the contract has aroused widespread concern. This action not only highlights the importance and value of foreign aid in CBA league, but also highlights the commercial interests and competitiveness of teams in player trading. Although the lock-up of foreign aid by the priority of contract renewal is harmful to the interests of players to some extent, it is also a part of the commercial operation of CBA league. With the development of CBA league, I believe this regulation will be further improved on the premise of better balancing the interests of teams and players.

Martin Sr： I used to think McGrady was crazy to get 74 points in two games. Now Harden has 60 points and triple doubles in a single game.

Live on August 5 th Recently, former NBA player Kenyon Martin talked about the evolution of the game in George’s podcast program.

Martin said: "When I was in the Nets, we played magic, and McGrady scored 74 points in two days. At that time, I thought it was crazy. I’m defending him, but he can score every goal. He scored 74 points in just two games.

"Now people get 71 points, 60 points and 65 points in a single game. At that time, McGrady scored very well. He was the scoring champion. But now it is a new alliance, and Harden has also won a triple double of 60 points. "

In 2018, Harden scored 60 points, 10 rebounds and 11 assists in the game against Magic.

Diaz： I believe Milan can qualify for the Champions League next season. This season has proved that Milan is very strong.

Live on May 21 ST, this round of Serie A Milan beat Sampdoria 5-1 at home. After the game, Milan player Diaz was interviewed.

Diaz said: "Disappointed to be eliminated from the Champions League? Now we want to qualify for the Champions League next season, and I believe we can do it. Entering the semi-finals of the Champions League has proved Milan’s strength. "

"I am still young and need to continue to grow. Thanks to the help of the coach and the team, even in difficult times, we have always been United. I know my own strength, and I have been trying to do everything to get things done. "

"Kiss the jersey? This is done according to my heart, and I feel very good in Milan. "

"Milan’s introduction of Decatur is an inspiration to me? I don’t know. We all care about him. That’s the most important thing. Milan are very United and we help each other. As for the competition within the team, each of us will go all out. "

In 2023, Jiangxi Yongxiu Half Marathon started, and more than 4,500 people ran the migratory bird kingdom.

Rain gives birth to a hundred valleys, summer is coming, and Poyang Lake is running smoothly at that time. On April 22nd, the "an all-consuming love Dreaming of Wucheng" 2023 Jiangxi Yongxiu Half Marathon started in Wucheng, a migratory bird town in China. More than 4,500 Chinese and foreign runners rushed out of the starting line with full mental state, raced in the hinterland of Poyang Lake, deeply appreciated the beautiful scenery of "World Wetland Migratory Bird Kingdom" and experienced the ecological charm of Yongxiu with running and speed.

2023 Jiangxi Yongxiu Half Marathon started. Xinhuanet issued Hu Chuanfeng photo

Certified by China Athletics Association, this competition is co-sponsored by Yongxiu County People’s Government, Jiujiang Wenguang New Tourism Bureau, Jiujiang Sports Bureau and Jiujiang Forestry Bureau, and undertaken by Yongxiu County Wenguang New Tourism Bureau, Yongxiu County Education and Sports Bureau and Yongxiu County Forestry Bureau. A total of three events are set up: half marathon (21.0975km), national fitness running (7.5km) and party member model walking (7.5km). The routes are carefully planned by the organizing committee of the competition, accompanied by birds and flowers all the way, runners can enjoy the natural beauty of spring in Poyang Lake, and also enjoy the elegant demeanor of the migratory bird kingdom and the ancient town with thousands of years.

Accompanied by birds and flowers all the way, runners can enjoy the beauty of spring. Xinhuanet issued Hu Chuanfeng photo

The contestants started from the tourist center of the migratory bird town in Wucheng, Yongxiu County, and passed through Wucheng scenic spots and landmarks such as Yongwu Highway, Poyang Lake Ecological Civilization Exhibition Center, Ji ‘an Hall, Huanzhen Highway, Wucheng Paigong Lane, which is known as the "most beautiful water highway", and walked through the Poyang Lake Nature Reserve, with birds singing in their ears from time to time, which perfectly integrated sports with nature.

Located in the core area of Poyang Lake ecological wetland, Wucheng is one of the four famous towns in Jiangxi history, a national 4A-level scenic spot and the first "China migratory bird town" in China, with pleasant climate, fresh air and beautiful scenery, which provides an excellent place for all kinds of leisure sports and competitive competitions.

In recent years, Yongxiu County has deeply practiced the concept of ecological civilization, anchored the positioning of "short-distance and short-term, exploring the market of Greater Nanchang Metropolitan Area", and vigorously promoted the deep integration of "sports+culture+tourism", making the whole area beautiful and tourable in all seasons. On the basis of the successful hosting of international bird watching conference, Jiangxi Yongxiu Half Marathon, and national cross-country auto racing competition last year, a series of flower viewing activities such as "Huayang Yongxiu Welcome to Tour" were launched this year. This time, by hosting the half marathon for the second time, Damei Yongxiu’s popularity, reputation and influence continued to rise, which injected strong impetus into the county’s high-quality economic and social development.

Jiangxi Yongxiu Half Marathon Medal. Xinhuanet issued Hu Chuanfeng photo

"In order to make the athletes run with peace of mind, peace of mind and comfort, Yongxiu County has set up 9 fixed medical stations in the whole track, organized 96 medical staff and equipped 8 mobile ambulances to protect every runner on the track." The relevant person in charge of the Wenguang New Tourism Bureau in Yongxiu County said that the county has also recruited more than 480 volunteers to ensure the service throughout the whole process. Volunteers with warm smiles and meticulous service have become a beautiful landscape in the competition.

"It feels great and I look forward to the next semi-horse in Yongxiu." Wu Xingyan, a runner from Xingguo County, Jiangxi Province, said that she has participated in all-horse and half-horse races in many places across the country, and has seen mountains and rivers in many places, but she feels that the track scenery and event guarantee of Yongxiu are more impressive.

China track and field athlete Peng Jianhua won the men’s team championship. Xinhuanet issued Hu Chuanfeng photo

In the end, after fierce competition, China track and field athlete Peng Jianhua won the men’s championship in 1 hour, 07 minutes and 20 seconds. Melkam Alemayehu Tassew from Ethiopia won the women’s championship in 1 hour, 12 minutes and 42 seconds. "This is my second visit to Yongxiu. I feel that people here are very enthusiastic and the track is the most beautiful track I have ever seen!" Peng Jianhua said happily at the half marathon award ceremony.

At the men’s awards ceremony, the players took the stage to receive the award. Xinhuanet issued Hu Chuanfeng photo

"Take the scene as the medium and make friends with the game. We organically combine superior resources such as sports and characteristic tourism to provide a good platform for the holding of sports events. At the same time, this will greatly enhance the visibility of scenic spots in Yongxiu and stimulate the development of local tourism. " The relevant person in charge of the Wenguang New Tourism Bureau of Yongxiu County said that next, Yongxiu will hold many wonderful activities such as cultural festivals, music festivals, cross-country rally races, lobster festivals, etc., to cultivate new highlights of tourism consumption, continue to polish the global tourism brands, and boost the high-quality development of the county’s tourism industry. (Zheng Wenbin, Li Panpan, Hu Chuanfeng)