With the overall decline of China’s color TV market, the decline in quantity has become the most frequently mentioned keyword in the first half of the year-recently, GfK Zhongyikang released a report that in the first half of 2022, the retail volume of domestic color TV market was 16.36 million units, down 8.5% year-on-year; Retail sales reached 55.1 billion yuan, down 11.5% year-on-year.

Finding certainty in uncertainty and building stability in instability have almost become the belief of the whole industry. In view of the polarization of the color TV market in the first half of the year, especially the gradual increase of high-end quality products, the advantages of high-end brands represented by Sony have been highlighted, and the industry trend under adversity has been grasped.

As the absolute king of "high-end big screen", Sony TV is also the industry vane, and many TV brands also benchmark their flagship products with Sony TV as a representative of the brand’s high-end jump.

With the image of "Sony of technology" deeply rooted in people’s hearts, consumers voting with their feet is the best proof. In the first wave of pre-sale of 618 this year, Sony won the first place in the pre-sale amount of self-operated flat-panel TVs in JD.COM; In CHNBrand’s China Satisfaction Index in 2021, Sony became the top color TV brand satisfaction index.

In order to let consumers experience the charm of Sony TV at close range, on August 17th, Sony held a new TV experience meeting in its Hangzhou Direct Store. Among them are Sony’s first domestic TV A95K equipped with QD-OLED and Mini LED TV X95EK. These new products are equipped with exclusive XR chips and new smart cameras, which have attracted much attention.

Sony is almost paranoid in the pursuit of audio-visual experience. From this year’s new products, it can also be seen that Sony has improved the localized application design in order to get close to the living habits of Chinese people and create a Sony-style smart living room.

In China’s color TV market, where foreign TV brands have almost disappeared, Sony TV has not only gained a firm foothold, but also gained new vitality under the background that both the consumer and the supplier are facing challenges at the same time. How on earth did this happen?

"In recent years, the whole macro-economy has all kinds of uncertainties. The China market has changed too fast, and the market trend is not determined by a certain sub-industry or a certain manufacturer." At the Hangzhou New TV Experience Meeting, Xie Biao, President of Sony (China) Consumer Electronics Business Headquarters, explained to 36Kr the particularity of the China market and introduced the process of Sony’s leaps and bounds.

Xie Biao joined Sony Corporation at the end of 1991. Since 2013, he has been the president of Sony (China) Consumer Electronics Business Department, responsible for all categories of consumer electronics business in Sony China. To some extent, Xie Biao witnessed and promoted the development of Sony’s consumer electronics products (civilian consumer goods) in China market, and was also one of the main witnesses of the development of China’s household appliances industry, especially the color TV industry.

According to his experience, people’s demand for color TV sets is mainly characterized by "building a new family or upgrading". Among them, building a new family is mainly affected by the demographic dividend and the environment, and the updating iteration is mainly affected by the fixed service life of TV products and technological innovation.

From 2005 to 2010, the whole industry changed from CRT TV to flat-panel TV. Since then, there seems to be no explosive TV technology revolution.Around 2016, China TV industry officially entered the stock stage. The general view in the industry is that in order to promote consumers to quickly iterate over TV at home, it is necessary to gain insight and always grasp their preferences.

"We found that all consumers who decided to change their TVs chose better and bigger TV products with specific needs, such as the rapidly developing OLED market." Xie Biao introduced that Sony TV, as an advocate of "high-end big screen", this strategic deployment can be traced back to 2014, which has been 8 years since.

In 2014, Sony locked in the direction of focusing on high-end and big screen in China TV market. In 2016, Sony took the lead in introducing the 100-inch Z9D series 4K HDR TV.

In 2017, Xie Biao defined the development direction of Sony TV in China market, formally established the macro strategy of "high-end big screen", focused on the high-end big screen market, focused on high-quality people, and passed on the core advantages of Sony TV in four aspects: image quality, sound quality, design and application to the target people.

In the industry, more brands have also seen this trend. Samsung and TCL have successively launched 98-inch large-screen TVs.But in the field of "high-end big screen", Sony is the real wind maker.

Nowadays, industry data verifies the accuracy of the "high-end big screen" strategy. Although the market is relatively saturated, the data of Aowei Cloud Network shows that from January to June 2022, the sales of TV sets of 75 inches and above both online and offline have risen sharply. It can be seen that the trend of users upgrading from small screen to big screen becomes more and more obvious.

Among them, Sony TV has always maintained a high market share in the ultra-large screen TV market over 65 inches, especially 80-89 inches, and the price is more than 8,000 yuan. Behind its remarkable record, it is the victory of its products and China’s market strategy.

There are not a few companies selling big-screen TVs in the industry, and Sony has truly led the trend of high-end big screens in the industry, thanks to its deep cultivation of segmented people.

"In 2016, the total color TV market in China exceeded 50 million units, and the popularization of color TV sets nationwide was basically completed. Once popularization is completed and the quality of life is further improved, the next consumption trend is diversification of demand. Pursuing cost performance is no longer the only consumption concept, and price is not the only influencing factor. " Xie Biao told 36Kr.

With the entry of China market into the post-epidemic era and the rise of residential economy, Sony’s investment in subdividing the track has achieved remarkable results.

During June 18th, Sony X90K and X91K series game TVs attracted much attention. High-frame games presented coherent and smooth pictures and sensitive operation feedback, and the immersive game experience made them the purchase choice of host players.

As we all know, Sony is one of the major game manufacturers in the world and has a deep understanding of the various needs of gamers. Based on this, Sony can better meet the various needs of the game crowd and improve the production and technical level of TV products.

Through Xie Biao’s introduction, Sony is the first brand in China to open a complete product line of game TV.. As early as 2020, before the advent of the next generation of game consoles, there were few game TV competitions in the industry at that time. Sony X9000H series added 4K120 Hz, HDMI2.1 and other functions that were very important to gamers. From the production of game content to the realization of game terminal experience, this fully demonstrates the advantages of Sony’s own ecosystem interconnection. Understand not only products, but also users.

While Sony performed well in the game TV track, Xie Biao did not forget to emphasize that "the core crowd of TV is still film lovers".Therefore, the best audio-visual experience is the cornerstone of the product. In addition to the game track, Sony is also involved in sports events, fitness and other sub-tracks.

In fact, Sony’s long-term insight into China’s domestic market is indispensable for its ability to accurately grasp the subdivided track in China market.

The emphasis on consumers in China is first reflected in Sony’s new BRAVIA camera this year. This camera was put forward by Sony China to the headquarters, and was finally adopted before it was formed, which included Sony China’s insight and understanding of consumers in China.

In addition to the conventional interactive experience, it also has an AI environment sensing adjustment Pro. This exclusive function can adjust the audio-visual effect more intelligently and intelligently according to the distance between people and TV, bringing consumers a more immersive and comfortable viewing and gaming experience. Sony, the king of audio and video, continues to put TV audio and video in the first place. As Xie Biao said, "TV, the most essential thing, is still used for watching and listening."

In addition, according to Xie Biao, the change in the details of Sony TV’s "remote control" is also advocated by Sony China.

"When consumers first reported that Sony’s remote control was inconvenient, we improved it and turned the digital buttons into the simplest’ up and down’ buttons. In fact, from a technical point of view, this is not difficult at all. Based on the continuous feedback from users, this year we optimized the design of the remote control again. "

According to him,Sony China is continuously advancing the localization process with the fastest speed.At the end of 2021, Sony even transferred the product planning department related to China market from Japan to Shanghai, which also showed Sony’s confidence in China market. "We are willing to seriously plan Sony products suitable for local needs for China consumers."

For the "IoT terminal" that is indispensable for intelligence, Sony hopes to build an open ecosystem. On the one hand, through the business advantages and accumulation of Sony Group’s existing "from lens to living room" whole industry chain, it creates Sony’s unique value for users. Because Sony’s products have the same technology in the field of audio and video.

On the other hand, Sony chooses to cooperate with local business partners, such as JD.COM Xiaojia and Tencent Xiaowei, to interconnect with different brands of hardware in a more open manner, which is more convenient for consumers to use. Starting from this year’s products and functions, we can continue to look forward to the follow-up achievements of Sony’s product planning department, which has moved to China.

With the growth of "digital native generation" consumers in China after 1995 and 00, Sony also pays more attention to cooperation with local social software such as Tencent.

In 2016, Sony TV took the lead in cooperating with tencent games. Immediately, the cooperation between Sony and Tencent involved many aspects such as content business and WeChat. Including in 2020, Sony and Tencent jointly developed the "Aurora Calibration Mode" to raise the content level of film and television streaming media to a higher standard and restore the creator’s intention from the sound and picture performance of TV.

In Xie Biao’s introduction, Sony is more willing to meet the social needs of young consumers. "We found that young people in China rely much more on social media than consumers in other countries. Sony also hopes to upgrade its product features based on the social behavior of young people in China. "

In terms of channels, Sony China also adopts different strategies for online and offline.

Because of the unique value of e-commerce, in 2009, Sony has directly cooperated with major e-commerce platforms, and attached great importance to the efficiency, customer coverage and penetration of e-commerce channel supply chain. According to Xie Biao, Sony can do scientific marketing based on various big data technologies, and at the same time feed back the supply chain and product design.

For offline, Sony mainly cares about two aspects: first, build a strong supply chain system to better spread products to major retail terminals; The second is direct contact with consumers through offline retail.

Therefore, Sony has been steadily promoting the construction of offline direct-operated stores for many years. Up to now, it has seven direct-operated "Sony Store" in Beijing, Shanghai, Guangzhou, Chengdu, Hangzhou and other cities, aiming at better communication and interaction with consumers and bringing consumers an excellent experience.

In Xie Biao’s view, the best way for a product to promote well and stand on the market is to let consumers experience the real machine directly. The real machine experience is also one of the most important values of offline channels. This value will not disappear for a long time and cannot be completely replaced online.

"And from the point of view of most consumers, if you want to buy a product of 10,000 yuan or 20,000 yuan, you can’t make a decision just by a photo, you will definitely study this product in depth, which is based on our research and insight into consumers."

For high-end products, it is obvious that after the actual experience, we can fully understand the feelings brought by every detail, which is not experienced through flat pictures and videos. The dual efforts of products and channels give consumers more opportunities to experience the high-end advantages of Sony TV at close range, thus making it easier for users to make decisions.

Looking back, Sony can be seen in every important node of TV development. Since entering China in 1978, more than 40 years have made Sony one of the brands that truly understand the TV market in China and develop healthily.

Based on consumer insight and Sony’s core competitiveness, that is, Sony’s exploration and deep cultivation in the field of TV technology, in recent years, Sony TV has fought its way out of the domestic TV market with innovative technology, whether it is the Z9D series, which was known as the "master of light control" at that time, or the new generation of "QD-OLED TV" series A95K.

"It is not difficult to do TV, and it is difficult to do TV well."In Xie Biao’s view, there are two reasons why Sony can always stay ahead in the industry: one is consumer insight, and the other is to always play its core competitiveness.In the 44 years of domestic development, Sony is one of the few brands whose TV business is still developing healthily and continuously from the beginning to now.

"We have always adhered to sustainable, long-term and healthy development, and we have never blindly followed the price." Xie Wei said.

In his view, after experiencing the stage of rapid development and popularization, the home appliance industry will enter the stage of upgrading diversified demand. At this time, the overall home appliance industry will show a state of decline. Sony, on the other hand, insists on its core competitiveness, restores the real scene, and completes the audio-visual experience.

No matter how the environment changes, Sony is always the "Sony of technology".

It is reported that Sony’s eighth Sony Store direct store in Wuhan will open in the near future, which is also evidence of Sony’s optimistic attitude towards the China market and its investment. Sony always believes that with the effective prevention and control of the epidemic and the orderly recovery of the national economy, the color TV market will also benefit.

According to GfK Zhongyikang’s preliminary forecast, the retail volume of the color TV market in 2023 will be positive year-on-year, with an orderly recovery.

　

　　[Car Guide] Recently, a friend of mine just bought a new car with manual transmission. After driving for a while, he told me that sometimes you can’t put it in reverse when you reverse, and you can often hear the sound of "honk". I don’t know why. I looked it up on the Internet and found that many netizens also have many problems in the use of manual gear reverse. Today, we will talk about the precautions for the use of manual gear reverse.

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● Reverse gear structure

　　If we want to know what we need to pay attention to when shifting the reverse gear, we should first understand the structure of the reverse gear. I believe that friends who have driven manual transmission vehicles know that many manual transmission vehicles will have reverse gear locking devices, which need to be unlocked before they can be engaged in reverse gear. This is to prevent the vehicle from being engaged in reverse gear by mistake when moving forward, which will cause great impact on the transmission gear and cause parts damage. The locking mechanism of the reverse gear is generally locked by the error-proof baffle. The following video is to introduce the working principle of the error-proof baffle for everyone:

More exciting videos are all on the car home video platform.

● The way of hanging reverse gear.

　　The operating modes of gears on different models also have different designs. At present, there are three ways to unlock gears in reverse, namely:Traditional unlocking, lifting unlocking and pressing unlocking.There are also some special unlocking methods, such as Angola’s reverse gear unlocking method is similar to the automatic gear button, and there is also a manual transmission, which shifts to the left of the first gear. If you need to shift the reverse gear, you must shift the shift lever to the left, and then dial one square to the left hard after stopping.

　　After introducing the locking mechanism, let’s talk about the reverse gear. For family cars,Reverse gears are generally straight tooth gear structures.The main reason is that the structure is simple and the manufacturing cost is low, because the car is completely at rest when the gear is reversed, and there is no speed difference between gears, so it is unnecessary to use the helical gear and these parts; In addition, the chances of using reverse gear are much less than that of forward gear, so it is not a big problem to use straight gear. Of course, the reverse gear of the manual gearbox equipped with some high-end models is also designed with synchronizer and helical gear, which is to improve the comfort when reversing.

● Pay attention to reverse gear!

　　At the beginning of the article, I mentioned that my friend often made a "rattle" noise when he engaged the reverse gear, which was caused by his irregular movement when he engaged the reverse gear, resulting in a poor engagement between the shift fork (the position indicated by the red arrow A in the picture) and the reverse gear lock ring (the position indicated by the blue arrow B in the picture).

　　If the teeth are frequently punched, the crown of the gear will be rounded, and the meshing between the gears will not be complete. Moreover, if this operation is often done, the baldness will become more and more, resulting in a vicious circle. The gear meshing will not be complete, which will easily lead to the phenomenon of gear shift after a slight vibration. At this time, it is necessary to overhaul the transmission.

　　So how to avoid gear beating? We have summarized the methods to avoid gear beating when shifting gears at three o’clock. Let’s introduce them one by one:

(1) Stop and hang again.

　　The car has not stopped completely, but it is put into reverse gear. This is a bad habit that many "old drivers" love to make. It seems that they are very skilled in driving. In fact, this is very harmful to the gearbox. As mentioned above, most family cars have no synchronizer in reverse gear, so it is inevitable to put into reverse gear if they don’t stop the car stably. Therefore, when putting the car in reverse gear, we need to pay attention to stepping on the brake to stop the car and then put it on. This does not mean that you are driving meat, but a professional.

Step on the bottom

　　Secondly, when you step on the clutch in gear, you must step on the clutch to the end. Never put the clutch in reverse gear when it is still half-linked, which will also cause the phenomenon of tooth-beating. In addition, when you put the gear in reverse gear, you should be gentle and not too hard, so that you will occasionally hear the painful gear crash.

③ Back up and wait.

　　Finally, don’t reverse the car too fast, and don’t step on the accelerator to accelerate it, which will cause great damage to the spur gear. In addition, the transmission of the spur gear is very direct and the ride comfort is poor, so the people in the car will feel very uncomfortable and the sound is not very good.

　　After sharing the precautions for using the reverse gear, I have another trick to share with you: on many vehicles, the teeth of the reverse gear are bigger than those of the first gear, so the transmission is bigger than that of the first gear. If you encounter a ramp or road tooth that you can’t get up, you can try using the reverse gear.

Summary of the article:

　　That’s the end of the introduction of the precautions for using manual gear reverse. In fact, I just summarized some common preventive measures. I hope that if the majority of netizens have any experience about using manual gear reverse, they can post it in their comments or my editing blog. We can learn from each other and share our good experiences with more people. (Text/Figure car home Zhang Xin)

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《Car maintenanceChannel helps you solve the problems encountered in the use of vehicles.

　　CCTV News:The Hong Kong SAR Government implements a duty-free policy for oil used by mobile fishing boats. In order to distinguish it, a red additive, commonly known as "red oil", is added to the diesel oil it uses. Hong Kong stipulates that "red oil" can only be used as fuel for fishing boats and maritime purposes, and cannot be used for ordinary vehicles. Because there is a big price difference between "red oil" and ordinary fuel oil, smuggling gangs do not hesitate to take risks and smuggle "red oil" into China for profit.

　　Recently, Shenzhen Customs, together with Huizhou police in Guangdong and other law enforcement departments, launched a special campaign to crack down on the smuggling of "marked oil", arresting 38 suspects and seizing 94.67 tons of "marked oil" suspected of smuggling on the spot. After investigation, the preliminary estimated value of the case is about 150 million yuan. Not long ago, Huizhou police found in their work that a criminal gang smuggled red oil from Hong Kong into Huizhou.

　　Li Fuguo, member of the Party Committee of Huizhou Public Security Bureau: "After a period of attention, it was initially found out that a group of people headed by Su Mou transported oil products from the sea, then downloaded them to the land, and transported them to and from the mainland through some transport tank vehicles."

　　Refusing to crack down on smuggling "red oil" means renovation

　　Huizhou police handed over the clue to the Anti-smuggling Bureau of Shenzhen Customs. Anti-smuggling personnel found that, different from the previous means of smuggling smuggled red oil from the sea, the smuggling gang bypassed the oil tanker from the Pearl River Estuary to the Dongjiang waters of the inland river in order to escape the blow, and took the opportunity to barge the red oil ashore at the simple wharf along the route.

　　Fu Libin, Director of Huizhou Branch of Shenzhen Customs Anti-smuggling Bureau: "By tracking the laws and means of committing crimes of criminal gangs, including waiting for vehicles and vehicles, and collecting data, we found that the whole smuggling gang is roughly divided into five chains, from smuggling by sea to shore connection to land transportation to ‘ Red oil ’ Decolorization sites, as well as domestic buyers. "

　　The "red oil" white washing sales gang destroys the account books every month.

　　Because the red additive is added to "red oil", in order to deceive consumers, it should be decolored before sale.

　　Fu Libin, Director of Huizhou Branch of Shenzhen Customs Anti-smuggling Bureau: "Smuggling gangs buy a lot from Hong Kong fishermen ‘ Red oil ’ , and then use the modified larger oil tanker or fishing boat to install some fuel tanks for smuggling, from a few tons per ship before, several times small ‘ Red oil ’ Smuggling, this case shows an oil shipment of hundreds or even hundreds of tons, and this big oil tanker is used for smuggling. "

　　Due to tax exemption, the wholesale price of red oil per ton in Hong Kong is about 5,200 yuan to 5,500 yuan, which is about 2,000 yuan lower than that of mainland diesel. In order to deceive consumers, the red oil will be decolorized after entering the country.

　　Deng Qingli, Chief of Investigation Section of Huizhou Branch of Shenzhen Customs Anti-smuggling Bureau: "The use of this oil in the mainland is illegal. Then, to sell it in the mainland, he must decolorize it. After decoloring, the oil looks white."

　　The investigation by the anti-smuggling personnel found that the transportation, decoloration and sales of the smuggling red oil network had clear division of labor, strict organization and strong anti-investigation consciousness.

　　Fu Libin, Director of Huizhou Branch of Shenzhen Customs Anti-smuggling Bureau: "Sometimes important members change their mobile phone cards once a week, and sometimes they have to change them once a month. Smuggling gangs have a reconciliation with each other, once a month, and tear up all the books after the account is finished. "

　　Seize the mobile decoloring device and cut off the smuggling chain

　　After more than two months of investigation, the anti-smuggling department of Shenzhen Customs has mastered the organizational structure and activity rules of smuggling gangs, and recently organized more than 400 police officers to carry out simultaneous arrests in Guangzhou, Dongguan and Huizhou. In Huizhou, to the surprise of anti-smuggling personnel, the decoloring device they seized was actually installed in a container truck. This red oil decoloring point was hidden in a remote container truck parking lot in Huiyang District, and the decoloring device was modified and miniaturized by criminal gangs and installed in a container truck. During the night operation, the suspect was engaged in decolorization.

　　Fu Libin, Director of Huizhou Branch of Shenzhen Customs Anti-smuggling Bureau: "Don’t say that in Guangdong, it is also the first time that we discovered this kind of mobile ‘ Red oil ’ Decolorization device. "

　　This decoloring device installed in the container truck can not only move at any time as needed, but also the suspect has improved the production process, which shortens the decoloring time of red oil by half compared with the past.

　　Fu Libin, Director of Huizhou Branch of Shenzhen Customs Anti-smuggling Bureau: "It used to take three or four hours, but now it takes one or two hours to decolorize. Like a container truck, he can change his position at any time and decolorize during the movement. In this case, he will play sports warfare with our anti-smuggling department and play the game of cat and mouse."

　　The leader of the criminal gang responsible for decoloring the red oil is Tong, who was dealt with three times for organizing women’s prostitution and other crimes. At this decoloring point, seven suspects, including Tong, were arrested. At the same time, Su Mou, the leader of the gang responsible for organizing the supply of goods and maritime transportation, was also arrested. At this point, a criminal chain of smuggling red oil by organizing the supply of goods from abroad, smuggling into the country and decoloring sales has been completely cut off.

On July 23rd, Nature published online the research results jointly completed by the research team led by researcher Zhou Qi from Institute of Zoology, Chinese Academy of Sciences and the research team led by Professor Ceng Fanyi from School of Medicine, Shanghai Jiaotong University. For the first time, they used iPS cells to obtain mice with survival and reproductive ability by injecting tetraploid blastocysts, thus proving the totipotency of iPS cells for the first time in the world.

Using iPS cells to inject tetraploid blastocysts, mice with survival and reproductive ability were obtained.

IPS cells are called induced pluripotent stem cells, which are stem cells induced from somatic cells and have developmental pluripotency similar to embryonic stem cells. In July, 2006, Japanese scientists announced for the first time that they had discovered the method of transforming mouse skin cells into pluripotent stem cells. In November, 2007, American and Japanese scientists induced human cells into iPS cells, which was rated as the top ten scientific and technological progress in the world by Science magazine in 2008. IPS cells have broad application prospects in the fields of biology and medicine, and are expected to become an important cell source for regenerative medicine and cell therapy.

The research of iPS has advanced by leaps and bounds, but do iPS cells really have the same totipotency as embryonic stem cells? Is it really comparable to embryonic stem cells? Embryonic stem cells can develop into normal mice when they are injected into the early embryos of tetraploid mice (embryos that have no further development ability and only provide nutritional environment) and then transplanted into surrogate mothers. Tetraploid blastocyst injection method is the "gold standard" to verify whether cells are totipotent. However, previous studies have found that iPS cells can not develop into living mice through tetraploid blastocyst injection like embryonic stem cells, and all the mouse fetuses formed after iPS cell injection die from early to late pregnancy. These results show that iPS cells are not totipotent yet.

Zhou Qi et al. prepared 37 iPS cells, injected more than 1,500 tetraploid embryos with 6 iPS cell lines, and finally obtained 27 live mice with 3 iPS cell lines. After identification by various molecular biology techniques, it was confirmed that the mice really developed from iPS cells, and some mice have now matured and propagated their offspring. This is the first time in the world to obtain live mice completely prepared from iPS cells, which strongly proves that iPS cells are truly totipotent. This work provides a technical platform for further research on the application of iPS technology in the fields of stem cells, developmental biology and regenerative medicine, pushes the research of iPS cells to a new height, and also makes an important contribution to China in this international hot research field.

Text | Node Finance Six Gold

The listing of Netease Cloud Music caused an uproar in the market, and many people denied this "loss-making business" almost at the first time.

Some people think that it has lost 7 billion in the past three years and still holds a valuation of nearly 50 billion, which is not worth it at all.

Some people think that a company with a negative gross profit margin dares to go public?

Others think that this is another sentimental listing, which is really too weak!

These voices are all reasonable, but they are not quite right when they are placed on Netease Cloud Music.

　Do you think a grid of electricity is weak?

Judging from the "birthday" of Netease Cloud Music, it is definitely a "sweeping monk".

In April 2013, Netease Cloud Music was launched, and people said that Netease Cloud Music was "willing to be cannon fodder".

Because the predecessor of Baidu Music Qianqian Jingting was established in 2003; Cool dog music was founded in 2004; QQ Music was founded in 2005; Kuwo Music and Xiami Music were established in 2006; Tiantianyingmei was founded in 2008 …

When Netease Cloud Music entered the market, cool dogs and QQ music were already big names, and shrimp was not weak. But in this crack, Netease Cloud Music still made 100 million users in two years; Made 200 million users in 3 years; Three years after its launch, Netease Cloud Music also killed Xiami Music, Everyday Music, Douban Music (FM), Domi Music, Baidu Music and Kuwo Music, ranking third in the music category, with only QQ Music and Cool Dog ahead.

Why? Because Netease has seized the dividend of the mobile Internet era-socialization. During the cold start, Netease Cloud Music started a function of importing songs and downloading them for free, which attracted a large number of users of Douban FM and Shrimp at a very low cost.

From the beginning, Netease Cloud Music didn’t intend to be just a "quiet" music player. Instead, we let go of the right to comment on every song, album, song list and mv, giving users a lot of room to play, listening to songs and writing comments, a simple community function, which has captured users.

If we want to evaluate the development of Netease Cloud Music, its success in music APP is just like Pinduoduo’s surprise attack on Taobao.

Although I caught a late episode, I gained a lot. However, late episodes certainly have shortcomings. From the beginning, Netease Cloud Music did not seem to pay too much attention to the importance of "copyright" for itself.

But at that time, the music copyright market was already divided into three parts:

Source: Online public information.

Moreover, compared with Netease Cloud Music, other online players and copyright distribution; There are artist brokers, performance activities and integrated marketing offline, all of which are not just music.

Tencent Music is even richer in the acquisition of copyright. Before Netease Cloud Music reacted, Tencent bought almost all the music copyrights in the world. For example, Tencent is the exclusive agent of Warner, Universal and Sony. There are also the agency rights of companies such as Emperor, Fumao and Jewell.

When Tencent Music was interviewed by the media, it was evenTo say: "We don’t want to monopolize, but they can’t afford it", we can see how strong Tencent’s dominance is.

However, I never expected that Baidu Music had disappeared a few years later, and Ali had closed the shrimp bet.Netease cloud. There are only two forces in the music market, one is Tencent Music, and the other is Netease Cloud.

Although the disparity in strength is relatively large, Netease Cloud actually filled the audience with a grid of electricity like Duanfei in the biography of Zhen Huan.

What’s more, due to the plundering of users’ time by short videos, Tencent Music had 615 million monthly users in the first quarter of 2021, down 6.4% year-on-year. Since last year, the monthly activities of Tencent Music have been declining.

Source: Tencent Music Financial Report

In contrast, from 2018 to 2020, the monthly users of online music services of Netease Cloud Music were 105 million, 147 million and 181 million respectively, which also showed a continuous growth trend, and the compound annual growth rate was 31%; In addition, the number of online music paying users is also rising, reaching 4.2 million, 8.63 million and 16 million respectively, with a compound annual growth rate of 95%.

So if you want to say that Netease Cloud Music is not competitive, then someone will definitely not agree.

　Why did Ali and Baidu bet on a company with negative gross profit margin?

The online music market in China is almost the one with the highest "monopoly" of Tencent except WeChat in the social field. Since Tencent "wooed Cool Dog" and "Cool Me", no one can shake the position of the market leader. This is not to blame Tencent Music. It acted too early and did not give others a chance to surpass it.

There are still fast hand vibrato in the short video field; There are Taobao, JD.COM and Pinduoduo in the field of e-commerce; Iqiyi and Tencent video in the field of long video (film and television drama).

Netease cloud music is preserved like a "kindling", and its strategic shareholders includeAlibabaAnd Baidu, Ding Lei personally served as executive director and CEO. In addition, when the shrimp was shut down at the beginning of this year, Netease Cloud also inherited a large amount of "legacy" of shrimp.

It can be seen that on the music track, the big brothers attach importance to Netease Cloud.

Of course, the bosses can see that Netease Cloud Music does not make money. Supporting it is definitely not just about feelings, mainly because Netease Cloud Music and Tencent Music are still very different in essence.

From the perspective of revenue composition, Netease Cloud Music once paid more attention to online music services. In 2018, the revenue of this sector reached 1.026 billion, accounting for 89.4% of the total revenue. Social entertainment services and other businesses only contributed 122 million yuan in revenue, accounting for a very small proportion of the total revenue. This shows that Netease Cloud Music was still a "teenager with a musical dream" three years ago.

Source: Netease Cloud Music Prospectus

The social entertainment and other income of Tencent Music has always accounted for about 70-80% of the revenue, and the contribution of online music services is only 20-30%. Focus: Tencent Music has made a profit.

In order to increase income, Netease Cloud has also begun to increase the income of social entertainment services and other businesses, and speaking people’s words is to rely on rewards.

Rewarding is always the most effective way to generate income on the Internet. By 2019, the income of Netease Cloud Music Social Entertainment Service and other parts soared by 343.44%, reaching 541 million yuan; In 2020, social entertainment services will once again increase this part of revenue to 2.273 billion yuan with a growth rate of 320.15%, and the proportion of revenue will increase to 46.4%.

At this point, the revenue structure of Netease Cloud Music is gradually balanced in the eyes of capital.

In addition, in 2020, the monthly ARPPU (income per paying user) of Netease Cloud Music in the social entertainment field reached 573.8 yuan, which can be described as "high and scary", but in the same period, the amount of its online music service was only 8.4 yuan, with a gap of nearly 70 times (it seems that making music really doesn’t make money), and the monthly ARPPU of Tencent Music.It is 141.1 yuan.

In other words, the value of a paying user watching live broadcast on Netease Cloud Music is equal to the value of four paying users of Tencent Music, which is the reason why the big brothers are optimistic about the momentum of Netease Cloud Music.

The brilliance of Netease Cloud Music is once again reflected. Who said that the community is useless? Its community stickiness is easy to have a heavy effect in rewarding, while Tencent music must be accumulated through time.

Since its establishment, Netease Cloud Music has received three rounds of financing:

　Source: Online public information.

Among them, in April 2017, it happened to be the day when Netease Cloud Music broke through 300 million users, and accessed Mango and SMG to obtain some pan-entertainment copyrights; In October 2018, it happened to be the moment when Baidu was in all in AI and allowed small speakers to grab the market independently. After joining Baidu, Netease Cloud could get the coveted Taihe copyright.

Here, let’s take a look at Taihe Music Group, which is the "music copyright dynasty" in mainland China besides the big three, Fumao and Emperor. Taihe owns a company called ocean butterflies, and Vae, the big three QQ music company, has joined ocean butterflies for more than 10 years. The elephant intangible music, which is a partnership between Silence Wang and Xu Liang, is also distributed by ocean butterflies in the mainland. Boy, I didn’t expect the big three QQ music companies to become half Netease cloud music people.

In September 2019, Ali won the koala and Netease Cloud Music, and the same year was also the moment when Netease Cloud ARPPU broke out.

Judging from the time nodes of these investments, Netease Cloud really bears the "music renaissance" plan of Ali and Baidu.

　If you want to make money, don’t be a second-hand dealer.

Even Baidu and Ali are desperate for blood transfusion. In terms of copyright, Netease Cloud Music is still in a weak position.

There was such a hot comment in the comment area of Netease Cloud Music, which impressed the author deeply: "I like this community very much. There are touching comments, song lists with personalized recommendations, and bosses full of ghosts, but I finally turned on QQ music because … I want to listen to songs."

Netease Cloud Music has a very high user viscosity and feelings, and the other has a very high resource library and copyright, so the two sides are locked in a fight for users.

At first, the National Copyright Administration seemed to want to give Netease Cloud Music a chance. In October 2015, the National Copyright Administration promoted the strategic cooperation between Netease and Tencent, and QQ Music granted 1.5 million music copyrights to Netease Cloud Music.

However, these 1.5 million songs did not bring reconciliation, but made the record companies in the copyright war suddenly have the right to speak, and the copyright fees also rose, and the online music platform had to fall into an evil.Sexual cycle: buy copyright to attract users → get user traffic and membership benefits → buy copyright again → suck traffic again.

In essenceGenerally speaking, this cycle is not much different from the "second-hand peddler" who pours watermelons at the head of the village, and the right to speak is not in his own hands. The copyright fee is also a "big killer" that has always caused Netease Cloud’s gross profit margin to be negative and lost 7 billion yuan in the past three years. If Netease Cloud wants to make money in music, there is only one way to go-to be the "father" of the record company.

The position of the online music platform in the music market now is equivalent to the ancient "video store", but the video store at least has bargaining space for purchasing goods, but the music platform does not. Therefore, only by getting involved in music production and disintermediation can the music copyright be directly in your own hands and reduce the commercial pressure.

In terms of user quality, Netease Cloud Music should have a lot of music consumption potential, because it currently has 181 million people a month, 89% of whom were born in 1990 and later, and it has Netease’s social genes and a strong social atmosphere.

On the production side of music, the platform can help the pricing and distribution of music copyright, and the reference information is divided into the author’s mode, which adopts the guaranteed+divided mode; On the sales side, the music platform can also sell music copyrights or distribute and underwrite music, such as accessing advertisements, pre-installing mobile phone terminals, smart speakers, smart cars, providing music for short videos, games and other companies, etc. This is the direction for music to make money.

Although Netease Cloud has begun to take this road, it is a long way to cultivate a Jay Chou who can take away tens of millions of users among its original musicians, and it depends on luck. After all, it took decades for the Chinese music scene to produce a Jay Chou.

Of course, if this road goes well, the future music platform will not have to bear the pressure of high copyright fees, and at the same time it will be able to share the cake in the music copyright market. Independent musicians are also expected to earn the dividend of paying for listening to songs, and the entire music industry chain will be boosted.

　Netease Cloud lost Jay Chou, but Netease Cloud "Jay Chou per capita".

After losing the copyright, Netease Cloud Music can make money for music projects by cultivating independent musicians and community culture, which can achieve the effect of "Netease Cloud is Jay Chou per capita", which may be its best result on the music road.

But Netease Cloud Music is still a tangled body in the eyes of many users.

What do users hate most? I hate you talking about money with him, especially users in minority communities, such as Douban, and Netease Cloud Music, which has a seven-point ideal and three-point business. Users who don’t hate you talking about money with it will stare at how you spend money. For example, some users vomit: "Netease Cloud Music does H5 to spread every day. Isn’t it good to buy two more songs with that money?"

Therefore, Netease Cloud Music should balance the user’s experience and the crux before the money-making project, so as to prevent users from losing because they feel that Netease Cloud Music "lost its original heart", otherwise, not to mention the Jay Chou per capita, even the effect of Pangmailang per capita will not be realized, after all, the community is still very pure.

In addition, for Tencent Music, which is listed on the US stock market, the highest price of Netease Cloud listed on the Hong Kong stock market is as high as HK$ 330, while the current share price of Tencent Music is only a dozen dollars. In the music market, is "Jay Chou per capita" overvalued? Or is owning Jay Chou undervalued? Let investors vote.

　　In order to strictly control the entry of employees and evaluation experts of Shanxi government procurement agencies, standardize the practice behavior of government procurement agencies and evaluation experts, and effectively improve the professional service level of Shanxi government procurement employees. On January 20, 2024, Shanxi Provincial Department of Finance organized the examination for employees and evaluation experts of government procurement agencies in the whole province, with a total of more than 14,000 participants. The examination changed the way of studying with the exam in the past, organized a centralized and unified online exam for the first time, adhered to the principles of fairness, impartiality and openness, and adopted the methods of unifying examination papers in the whole province, randomly selecting examination questions, conducting technical inspection in the whole process, answering questions specially after the exam, etc., and comprehensively examined the mastery and application ability of agency employees and evaluation experts on government procurement knowledge.　

　　In order to organize the exam, Shanxi Provincial Department of Finance made an implementation plan in advance, actively provided personnel and technical support, fully predicted all kinds of emergencies and formulated emergency response plans. During the examination, most candidates strictly abide by the discipline of the examination room and answer carefully, showing a good examination style and a solid professional foundation. According to statistics, a total of 2,756 agency employees and 11,413 evaluation experts took the exam, with passing rates of 65.57% and 47.85% respectively.　

　　In the next step, the Shanxi Provincial Department of Finance will intensify the training, assessment and continuing education of government procurement agencies and evaluation experts, and in accordance with the management requirements of government procurement agencies and evaluation experts, focus on the registration of the list of government procurement agencies and the warehousing of evaluation experts for review, forming a normalization mechanism. Enhance the initiative and enthusiasm of government procurement practitioners in learning government procurement laws and regulations, continuously improve the professional quality, professional ability and professional ethics of government procurement practitioners, avoid problems such as unprofessional, disorderly practice and unethical competition in the industry, guide agencies and evaluation experts to take the road of standardization and specialization, and build a team of government procurement practitioners who are in compliance with laws and regulations, skilled in professionalism, fair and just, transparent and efficient, and provide high-quality services.　

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eπ008车身尺寸为5002*1972*1732毫米，轴距达到3025毫米，前轮距和后轮距均为1650毫米，展现出大气稳重的车身姿态。侧面线条流畅而动感，搭配265/45 R21规格的轮胎，进一步增强了车辆的运动感。轮圈采用独特的设计风格，为整车增添了更多的视觉吸引力。

eπ008的内饰风格时尚且富有科技感，以驾驶员为中心的设计理念，搭配皮质方向盘，方向盘支持手动上下及前后调节，为驾驶员提供最佳的驾驶姿态。中控台上，15.6英寸的高清触控屏幕非常显眼，集成了多媒体系统、导航、电话和空调控制等功能，支持语音识别控制，带来便捷的操作体验。此外，车内还配备了USB和Type-C接口，满足不同设备的充电需求，前排还设置了无线充电板，方便驾驶员和乘客的手机充电。座椅方面，主副驾驶座椅均采用仿皮材质，具备前后调节、靠背调节、高低调节（2向）和腰部支撑（4向）功能，前排座椅还具备加热、通风功能，并且驾驶位座椅配备有头枕扬声器，提升了驾驶体验。此外，车辆还配备了电动座椅记忆功能，驾驶位和副驾驶位都可以记忆和调用不同的座椅位置，为驾驶员提供个性化的驾驶环境。第二排座椅也支持前后调节、靠背调节和腿托调节，确保后排乘客的舒适度，而后排座椅则支持比例放倒，增加了储物空间的灵活性。

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Deng Chao alternative photo

Deng Chao white hair photo

Deng Chao’s look in "Di Renjie"

　　A few days ago, in the intensive publicity period, the white-haired detective "Pei Donglai" in the film has increased the attention of Deng Chao. Because of his albino character’s outstanding style and mysterious character, he has become the "most anticipated character" in the online voting. He also talked about the white-haired detective Pei Donglai in the interview, which made him have many unforgettable memories. Recently, the film exposed a group of white-haired photo photos of Deng Chao, which is different from the dark and strange style in the film. The big boy Deng Chao is full of youth and handsome this time, showing another "white-haired demon man".

With white hair and white eyebrows, Pei Donglai looks like a Tang Dynasty robot cat

　　In previous TV series, Deng Chao’s characters were infatuated, restrained, gentle and emotionally explosive, but on the big screen, his characters were extremely subversive. From the current promotion of "Di Renjie’s Heavenly Empire", Deng Chao has always presented surprises and surprises. In "Di Renjie’s Heavenly Empire", his detective Pei Donglai has white hair, skin tone, eyebrows and even eyelashes, wears black clothes and hides in a dark corner. During filming on the set, he once scared children to cry.

　　At first, I thought it would be just a gimmick, but when I communicated with Tsui Hark, I gradually tried to understand his sense of loneliness, sense of justice, and presence. His appearance is only a part of him, and his core has ideas and ambitions. "Now that he talked about Pei Donglai, Deng Chao liked him a lot," He is the best FBI, he hides an arsenal of weapons, and as soon as he goes out, he will be an army. For example, I have to carry a big axe and two eagle claws specially used for climbing mountains. I also have a pathfinder, which is shaped like the bamboo dragonflies we played with when we were young. It turns around and can detect whether there are hidden weapons and ropes in front of us… In the movie, I don’t have many costumes, but I think these weapons are all Pei Donglai’s costumes. "It sounded like Pei Donglai was like a robot cat in a manga," Yes, it’s a bit like a robot cat, you don’t know, every time Andy sees me bringing so much equipment to film, he teases me, saying that your martial arts skills are definitely not as strong as mine. I said, yes, but I have more effects than you. Hehe… Later, I figured out that Pei Donglai’s albinism had a penetrating effect on the entire plot. The vision he gave others was a piece of ice, which was very dangerous. However, he ended up giving people a very warm feeling. This design is wonderful. "

1905 movie network news In the summer of 2015, once the series was broadcast, both the ratings and the webcast achieved great results, setting a record for the 18.70 billion of the webcast. Many viewers were cast and "fans" in the play. Zhao Liying was nominated for Best Actress of Magnolia with the role of "Hua Qiangu" and received professional recognition.

For a time, "Hua Qiangu" became the hottest IP. At that time, the producer Tang Lijun admitted that he wanted to develop this IP pan-entertainment, and at the same time created mobile games of the same name and other content, and announced early that he would make the movie "Hua Qiangu".

Years after the announcement, the film version of "Hua Qiangu" finally met the audience. It’s just that the movie did not continue the popularity of the series, and the box office was 5 million in the first week of its release.

In an interview with 1905 Movie Network, Tang Lijun admitted frankly, "The movie version of’Hua Qiangu ‘is our understanding and creation based on the original work, and then we still need to hand it over to the audience. When someone gives us advice, we all actively accept it and keep doing our best."

In recent years, there have been more and more cases of movie drama development with the same IP, and more and more linkage models. However, in Tang Lijun’s opinion, "The movie version of" Hua Qiangu "is not a linkage. For us, it is a review and study of the classics after 9 years."

plot

The novel "Hua Qiangu" has about 800,000 words and has been adapted into a 50-episode drama "Hua Qiangu". Even so, after the drama was broadcast, many viewers still felt that the plot was slightly regretful.

To this end, during the long film preparation period, Tang Lijun led the creative team to conduct 5 or 6 rounds of market surveys, "If" Hua Qiangu "is made into a movie, what would everyone want to see?"

With these answers, the team started writing the screenplay one after another. However, another question arose. How should we tell the story if we want to compress the plot content into a movie of about 2 hours?

As a creator who has participated in both TV dramas and movies, Tang Lijun admits that it is very difficult to give up. In the process of plot creation, the "ten artifacts" in the original novel have become "three artifacts". "We hope that the movie can inherit the classic parts of the novel and TV series, and we hope to express this story in a new audio-visual language."

Therefore, the movie version of "Hua Qiangu" revolves around the main story of the three artifacts guarding the six realms. "The content of the first version is edited for 180 minutes." In order to allow more stories other than the fans of the series to enter this story, Tang Lijun and the creative team can only reluctantly part with their love and give up many storylines.

No matter what the medium of presentation is, "What remains unchanged in" Hua Qiangu "is the growth and transformation of Hua Qiangu."

Of course, there were always many things that were not realized in the creation of the series at that time. When it came to the film version, Tang Lijun would also take the opportunity of live shooting to restore the original appearance of the novel itself.

At the end, the movie version is treated differently from the drama version.

"Hua Qiangu made a different choice, which is a bigger choice. It can’t be said to make up for the regret of the series, but from the current perspective, it is more realistic and in line with the growth of this female character." Tang Lijun admitted that after watching the final film, "Our main creators are relatively satisfied."

It is understandable that the success of the series has brought a powerful enough filter to this IP. Many viewers who have seen the series will more or less look at the story from the perspective of God and examine the content of the movie with a more rigorous eye.

"As creators, we create according to our own understanding of the original work, and then we leave it to the audience to comment. Perhaps they will also feel that there is another way to interpret these characters, or someone will give us advice, and we will actively accept it."

actor

During the creative process, Tang Lijun once considered asking the main creators of the TV series, such as Huo Jianhua and Zhao Liying, to come back and complete the filming of this movie. However, after many years, everyone’s schedule has never been met, "It is not suitable to lack one." In the end, he could only give up.

Now, the movie has cast Hua Qiangu as Bai Zihua, "We didn’t think about going beyond the drama version, but presented this story to the audience with sincerity."

In her eyes, Hua Qiangu is a very resilient character, especially in the final selection, which exudes the strong side of the women of the moment. The choice of this role is particularly important. Tang Lijun has seen Chen Dueling’s previous works, although in those works, Chen Dueling’s character is set more "White Moonlight", "But in her eyes, I saw a strong and pure that fits Hua Qiangu very well."

After starting to work together, Chen Turin, who was trained in science and engineering, would always use a very meticulous logical line to sort out the story and find the emotion of the film during the reading stage of the script. During this process, Tang Lijun felt more and more that the actor in front of him was focused on his career without distractions. He was kind and simple at heart, and had the temperament of the newly born Hua Qiangu.

In Mr. Chen’s first scene, 16-year-old Hua Qiangu sets a sky lantern by the river because she misses her late mother. "Her eyes were full of hope, and it moved me very much. At that moment, I thought she was Hua Qiangu."

Although the main actors of the drama version did not return in the movie, there are still two actors of the drama version who appear in the movie as easter eggs – the one who plays Mo Yan, who has been "killed" from the drama to the movie; the one who plays Dongfang Yuqing, who has protected Hua Qiangu from the small screen to the big screen.

No matter whether it is a drama or a movie, the IP of "Hua Qiangu" has reached its ninth year. Tang Lijun tried to activate this IP again and again with more diverse possibilities, but did not think much about linkage. It was more about learning after a lapse of 9 years.

Of course, the IP of "Hua Qiangu" is also about to enter its 10th year. What else might it do in the future? Or link all the actors in the past, or other forms?

"I will try my best, but it will be difficult."

1905 movie network news In January of this year, the happy news of getting married and becoming a father was announced without warning, which shocked the entertainment industry. On May 5, Hu Ge Studio issued a post to celebrate the 100th day of her daughter, and also exposed the nickname of her beloved daughter for the first time: "I am happy to see you at first, in the warm spring, Little Jasmine has reached a hundred days! May you be accompanied by warmth and thrive on the road to growth in the future!"

In the photos posted by the studio, there are various souvenirs, and the words imitated by Little Molly are printed on the top: "I am Little Molly, and I have been in this world for a hundred days! Thank you for your love and blessings. In the days to come, I will try my best to be a good seed, firmly rooted and growing into the sun."