Source | Deep sound

Author | Zuyang

Overnight, the short play pressed the "double speed button".

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[Editor’s note] Insight into the trend and look forward to the future. At the beginning of the new year in 2024, Xinhuanet planned the all-media column of "Seeing 2024", inviting experts, scholars and entrepreneurs to put new hotspots and new trends in the pulse industry, and to enlighten intelligent thinking and reflect industrial changes with professional insight to help high-quality economic and social development.

Xinhuanet Beijing, February 5 (Ren Yuxi) Chain operation is a highly large-scale business model. Chain enterprises and brands can carry out specialized division of labor under the overall planning, and implement centralized management on the basis of division of labor, thus improving the overall operational efficiency and realizing economies of scale.

Throughout the past development process, the chain operation industry in China has shown remarkable development potential and resilience in different formats. Recently, Peng Jianzhen, President of China Chain Store & Franchise Association, made a guest visit to "See 2024" on Xinhuanet, and made an in-depth analysis and prediction on the development of chain store business in China.

Q: With the development of economy, the chain operation industry in China has experienced a process of growing from scratch, from small to large. Looking back on the data in 2023, what is the performance of chain operation in China?

Peng Jianzhen:Judging from the latest data released by the National Bureau of Statistics, the overall consumer market is improving. Judging from the development of various formats in the chain industry, different formats have different performances. In 2023, the department store industry ushered in a recovery growth, with an increase of 8.8%; The supermarket industry decreased by 0.4%; Convenience stores, specialty store and specialty stores increased by 7.5%, 4.9% and 14.5% respectively. Generally speaking, the chain operation market is recovering, and different formats have different performances.

At the same time, some new features have appeared in the whole market. Before 2020, the consumer goods industry showed a trend of consumption upgrading. The trend of consumption classification after 2020 is obvious. In the past few years, almost all enterprises that have more accurate positioning of target consumers have achieved outstanding business performance.

Q: People’s demand for fast and convenient consumption methods is increasing, which provides opportunities for the development of chain enterprises. Based on the performance in 2023, please predict the development of chain operation in China in 2024.

Peng Jianzhen:In 2024, the general trend of consumption classification will continue. At the same time, there are new opportunities in the retail market. Take instant retailing as an example. Instant retailing is the cooperation between e-commerce platform and offline entities. In the past two years, instant retailing has developed rapidly. When consumers place an order on the online platform of instant retail, they can get the goods in about 30 minutes at the earliest. Behind the birth of this format is the change in people’s consumption patterns.

In the past few years, instant retailing has grown at a rate of more than 50% every year. Now the market scale has reached about 800 billion yuan, and will soon reach the trillion level.

With the change of people’s consumption lifestyle, new formats will have great opportunities for development. In addition, in addition to material consumption, spiritual consumption in the future is also the main point to pay attention to, such as concerts, cultural performances, sports leagues and so on. There is still a lot of room for excavation in this area.

Q: 2024 is full of opportunities and challenges for chain enterprises and brands. What should we do in 2024? Please give some development suggestions to the enterprise from a professional perspective.

Peng Jianzhen:In 2023, overall, regional retail enterprises performed better than national enterprises, and FMCG brands performed slightly better than retail terminal channel enterprises. Based on the existing trends, we also give some suggestions for the development of enterprises in 2024.

Twenty years ago, most enterprises would focus on expansion. In the past two years, the association has observed that more and more enterprises have gradually shifted their focus to internal cultivation. Take Shangchao as an example. When Shangchao surpasses, it will focus on staking and occupying the market. But now we will pay great attention to the construction of commodity power. Department stores and shopping centers are no exception. In the past, the focus was on attracting investment and introducing good brands, but since last year, special attention has been paid to the in-depth operation with brands and how to serve the consumer groups well. In addition, the deep cooperation between retailers and consumer goods enterprises is also strengthening. Through customized brands and own brands, they can jointly improve their operational capabilities and better serve the target consumers. It is suggested that enterprises can follow up from these aspects.

From the perspective of industry observers, when enterprises develop rapidly, decision-making is relatively simple. Because as long as the performance increases, many problems can be covered up. But now enterprises have gradually realized this and paid more and more attention to scientific decision-making. The so-called scientific decision-making is the basis of making decisions with numbers, and reducing costs and increasing efficiency through digital means. In this respect, the power invested by enterprises is gradually increasing. It is suggested that enterprises can learn from the cases of excellent enterprises, and help enterprises to make judgments through scientific decision-making, so that every step can be practical.

Q: The development of the whole chain operation industry is inseparable from the joint efforts of the government, associations and enterprises. What are the key work directions of China Chain Store & Franchise Association in 2024, and what benefits will these work bring to the industry?

Peng Jianzhen:China Chain Store has made a plan for the work in 2024, specifically in the following aspects.

First, focus on promoting the ecological cooperation between retailers and brands, retailers and consumer goods enterprises. Retailers and consumer goods enterprises are not only buying and selling, but more importantly, ecological cooperation. This cooperative relationship needs to create value for consumers by studying consumers and building commodity power. The association will then advocate enterprises to do this work.

Second, pay attention to the construction of commercial civilization. In the chain operation format, most enterprises that have done well have established modern enterprise systems. Enterprise internal governance is relatively transparent, in line with the modern enterprise system. In the past, China retail enterprises paid more attention to "home" culture, loyalty and winning the battle, which was very important. At the same time, it is essential to improve the modern enterprise system, which can help enterprises to make a qualitative leap. The association hopes that the construction of commercial civilization will bring new development impetus to chain enterprises.

Third, strengthen international exchanges. For domestic enterprises, going to sea is a great opportunity. Many tea and catering enterprises in China have developed well in Southeast Asia, Europe and America, and achieved good results overseas. In particular, China has been at the forefront in the exploration of digitalization in the past few years, and the international market has recognized the digital application of retail business scenes in China. On the one hand, the association will help enterprises connect with overseas resources and encourage them to find more growth in the international market; On the other hand, it is to promote international cooperation, because China retail enterprises have explored more online and offline business models, and many foreign enterprises have come to China to study and study. In addition to helping enterprises learn better overseas experience, the association will also introduce China’s excellent business model to overseas counterparts.

Fourth, ESG construction will be taken to a new level. ESG is a key indicator of enterprise development. Many enterprises simply interpret ESG as corporate social responsibility. In fact, ESG’s scoring system reflects whether the whole enterprise can develop sustainably in the long run. At the same time, if ESG scores high, it will also get the attention of many investment institutions. The association will promote the industry to pay attention to ESG together and improve the overall ESG level.

Q: The retail industry in China has developed rapidly in recent 30 years. Influenced by social environment, culture and history, China’s retail industry presents different characteristics in the world retail industry, and its development situation also shows obvious differences. Please talk about the characteristics of the development of China’s retail industry and make suggestions for the future development of China’s retail industry.

Peng Jianzhen:Generally speaking, the current situation of China’s retail industry is similar to that of the United States at a certain stage in its history. From 1945 to 1979, the economy of the United States grew rapidly, from about $100 billion to $2.6 trillion. During this period, American business consumption showed an overall upgrading trend, and China was similar to it before 2019. Then, from 1980 to 2010, there was a consumption classification in the American market. For example, supermarkets such as Costco appeared during this period, and many boutique supermarkets and organic supermarkets were gradually born. This process also appeared in China at this stage.

The overall trend is similar, but the difference is that the United States has a trend of consumption classification since the 1980 s. At the same time of consumption classification, enterprises have achieved differentiated development and provided targeted services according to different target customers. Enterprises have a very obvious "label" in consumers’ minds, which is based on the establishment of consumers’ minds. However, around 2012, China’s retail industry encountered the rapid rise of e-commerce before it had time to complete the expansion from scale to differentiation, which disrupted the development process of offline retail industry. The first challenge facing Shangchao is the decline in passenger flow. Offline enterprises are beginning to do omni-channel, hoping to open up online and offline through online business and retain passenger flow. But the reality is that offline customers are still on a downward trend, because it is difficult for offline enterprises to get through online and offline; Therefore, before and after 2016, enterprises began to try to digitize, and only after the underlying digital foundation was completed can they hope to get through online and offline business. Generally speaking, from 2012 to 2020, China’s retail industry has invested in omni-channel and digitalization. During this period, the commodity power of enterprises has not been well improved, the differentiation of enterprises has not been formed, and the positioning and image in the eyes of consumers are not prominent. That is to say, the basic capacity building of enterprises is not enough, and they have not established their own "labels" in the eyes of consumers and failed to establish their own moat.

Based on this situation, it is suggested that enterprises "make up lessons" from the following three aspects. First, strengthen scientific decision-making, only scientific decision-making can enable enterprises to achieve scientific operation on a certain scale; Second, in order to have a deeper insight into consumers, we must find and focus on target consumers and clarify the positioning of enterprises; Third, improve the modern enterprise system. In the past, enterprises usually only used the "home" culture to gather strength. On this basis, a perfect modern enterprise system can make enterprises develop sustainably in the long run. In the future, from these three aspects, the retail enterprises in China will have a strong vitality in generate.

　　China Weather Network News In the next three days (November 18-20), most of the country will maintain a sunny and dry weather pattern, and the temperature will gradually rise. The maximum temperature of 20℃ will obviously rise northward. After the temperature rise, the temperature in many places will be 6-10℃ higher than normal, but the temperature difference between day and night will widen, so the public needs to increase or decrease clothes in time.

　　Snowfall in Northeast China and other places has obviously weakened, and most of the country has started a sunny and dry mode.

　　Yesterday, a large range of rain and snow continued in the northeast, and the intensity of local snowfall was high. The monitoring shows that moderate to heavy snow or sleet appears in parts of eastern Heilongjiang, eastern Jilin and Shandong Peninsula, and there are local blizzards in Mudanjiang, Shuangyashan, Jiamusi and Hegang in Heilongjiang, and local blizzards in Shuangyashan and Hegang.

　　Today, the snowfall in Northeast China and other places will be obviously weakened, and there will be rain and snow weather in southern Sichuan and Yunnan under the confrontation of cold and warm air. The Central Meteorological Observatory predicts that there will be small to medium snow or sleet in parts of northeastern Inner Mongolia, eastern and northern Heilongjiang, eastern Jilin, eastern Tibet and central and southern Sichuan Plateau. There are small to moderate rains in parts of southeastern Tibet, eastern and southern Sichuan, southern Chongqing, central and western Guizhou, and most of Yunnan. Among them, there is heavy rain in western Yunnan.

　　From tomorrow on, most of the country will have little rain and snow, and precipitation will only appear in Xinjiang and other places. It is estimated that there will be light snow or sleet in parts of eastern and southern Heilongjiang, eastern and northern Jilin, northern Xinjiang, areas along Tianshan Mountain and southeastern Tibet. There is light rain in parts of Junggar Basin and Ili Valley in Xinjiang, southeastern Tibet, southern Sichuan and western Yunnan.

　　The day after tomorrow, there will be light snow or sleet in parts of Xinjiang along Tianshan Mountain and Ili River Valley, and eastern Tibet. Among them, there will be moderate to heavy snow in parts of Xinjiang along Tianshan Mountain and Ili River Valley, and there will be heavy snow locally.

　　In the next three days, most of the country will be short of rain and snow. Under the control of dry, cold and northerly winds, the minimum relative humidity in the northwest to Jiangnan and South China is generally only about 30%. The weather is dry, so the public should pay attention to hydrating and moisturizing. From the 21st, due to the influence of cold air, the northeast of Inner Mongolia, the northeast, the middle and lower reaches of the Yangtze River and other places will once again usher in the process of precipitation weather. At present, the forecasting time is far away, so we need to pay attention to it.

　　Most of the country has stepped into the temperature rising channel and will reach a recent high on the 19th to 22nd.

　　In terms of temperature, the impact of cold air on China came to an end yesterday, and some areas in Northeast China and North China experienced 4~8℃ cooling.

　　Starting from this weekend, most of the country will start the warming mode, and it will reach the recent high temperature from 19th to 22nd, and the maximum temperature of 20℃ will be pushed northward to central Henan and northern Anhui. After warming up, the temperature in many places may be 6~10℃ higher than normal. For example, the highest temperature in Shenyang yesterday was still below freezing point, and then the temperature went up all the way, and it will rise to 12 C on the 21st. The highest temperature in the middle and lower reaches of the Yangtze River is as high as 22~23℃ from 21st to 22nd, showing obvious warmth.

　　However, compared with the rapid warming during the day, the warming process of the minimum temperature is slower. In the next few days, the temperature difference between day and night in most parts of the country is generally above 10℃, and it can even reach about 20℃ in the northern part of the country. It is recommended that the public increase or decrease clothes in time according to the temperature change to guard against catching a cold.

Recently, strawberries, watermelons, loquat and other seasonal fruits have been on the market in large quantities. Because of its rich vitamins, minerals and dietary fiber, fruit has always been recognized as a healthy food. But eating fruit incorrectly will also affect health, so we should avoid these misunderstandings when eating fruit.

Be careful when buying fresh-cut fruits.

Because of the advantages of ready-to-eat, small quantity and portability, many fruit shops will launch fresh-cut fruits in summer, and a plate of all kinds of fruits is full, which is very popular among consumers. However, the cut fruit is easy to breed bacteria when exposed to the air for a long time, leading to corruption and deterioration, so it is best to cut it now and eat it immediately; If you can’t finish eating it, you should refrigerate it as soon as possible, and the refrigeration time should not exceed 4 hours. It is not recommended to refrigerate it for a long time.

However, the reporter found that in many roadside fruit stalls, fresh-cut fruits are often placed in the most conspicuous position and exposed to direct sunlight. Some shops still sell the fruit bowls cut in the morning. The cut fruit has been exposed to the sun for a long time, but it is no longer fresh, but it is still mistaken by many consumers for fresh-cut fruit to buy home.

How to judge whether it is really fresh-cut fruit?

Generally, fresh-cut fruits sold in regular supermarkets will be marked with the cutting and sealing time on the outer packaging, and the shorter the purchase time is, the better. If the time of cutting and sealing is not marked, consumers can ask the store or observe the surface of the fruit. If the fruit is found to be oxidized and black in color, the pulp is wilted and the fruit plate oozes juice, it means that the fruit itself is not fresh or the cutting time is long, so it is not suitable for purchase.

Fresh-cut fruits sold in regular supermarkets will be marked with the cutting and sealing time on the outer packaging.

In addition, "fruit fishing" is also very popular in summer, but some merchants deliberately add stale fruits to yogurt to stir, and the unsold fruits turn into fruit fishing, but their value doubles. Therefore, consumers must choose reliable merchants when buying fruit fishing.

Fruit juice can’t replace fruit.

Fruit juice has always been a cool and thirst-quenching product in summer, and freshly squeezed fruit juice and bamboo tube fruit tea have once become drinks in online celebrity.

But in fact, drinking fruit juice can’t replace eating fruit. Eating fruit directly is healthier than drinking freshly squeezed fruit juice. In the process of squeezing fruit into juice, a lot of nutrients will be lost, such as dietary fiber in pulp will be discarded in pursuit of taste; When the pulp is cut and exposed to the air, vitamins, polyphenols and other nutrients will be lost to varying degrees; After squeezed into juice, the sugar in the fruit will become more easily absorbed by the human body, and drinking juice for a long time is easier to get fat than eating fruit; There are even unscrupulous merchants who specially select stale fruits and squeeze them into juice, and then add sugar, pigment, essence, etc. Additives completely cover up the taste of fruits, and consumers simply can’t taste whether the fruits are fresh or not.

Fruit juice can’t replace fruit.

Therefore, we should try to eat more fruits and drink less juice in summer.

A part of rotten fruit should not be eaten any more.

Some fruit at home is rotten, and some people are reluctant to throw it away. They will gouge out the rotten part of the fruit and eat the rest of the "good" place. Then, can some rotten fruits be eaten again?

"rotten fruit" can be roughly divided into three situations: first, rot and mildew; The second is spots and a small amount of insects; The third is bruising and frostbite. Xu Wenping, an associate researcher at the School of Agriculture and Biology, Shanghai Jiaotong University, said that in rotten and moldy fruits, not only the rotten parts breed microorganisms, but also the seemingly intact pulp is contaminated by microorganisms, which is just invisible to the naked eye. That is to say, the "good" parts of rotten fruits also have toxic substances left, which may cause headaches, nausea, vomiting, etc., endangering human health, and it is not recommended to eat them again.

Rotten and moldy fruits should not be eaten any more.

In addition to being contaminated by microorganisms, fruits have other "small flaws" and can still be eaten, but it is recommended to eat them as soon as possible. For example, the fruit is only slightly spotted or eaten by a small amount of insects, which can be cut off with a knife before eating; In addition, after the fruit is bruised or frostbitten, the pulp cells are damaged, juice overflows, and the color of the bruised and frostbitten parts will be slightly darker. This kind of fruit should not be stored, and it should be eaten immediately after the problem is found.

Vitamin C supplementation can’t rely solely on eating fruits.

Some people eat fruit mainly to supplement vitamin C, but it is not. In addition to fruits, there are many "vitamin C kings" in vegetables. According to China Food Composition Table, the five fruits with the highest vitamin C content are Dongzao 243mg/100g, Guava 68mg/100g, Kiwifruit 62mg/100g, Leling jujube 54mg/100g, and Crataegus pinnatifida 53 mg/100 g. The five vegetables with the highest vitamin C content are: colored pepper 104mg/100g, mustard (big leaf)/cabbage 72mg/100g, Brassica oleracea 65mg/100g, Chinese cabbage (Shanghai Green) 64mg/100g and kale 63 mg/100 g.

The Reference Intake of Dietary Nutrients for China Residents recommended that the daily intake (RNI) of vitamin C for adults should be 100mg. In "Dietary Guidelines for China Residents 2022", it is introduced that "the contribution rate of different kinds of foods to some nutrients in the diet in the 2000kcal balanced diet model", and the contribution rate of vegetables to vitamin C is almost 100%. Therefore, under normal circumstances, you can get enough vitamin C through a balanced diet, and you don’t have to eat a lot of fruits to supplement vitamin C.

Fruit can’t replace vegetables.

Vegetables and fruits can provide rich micronutrients, dietary fiber and phytochemicals, but they can’t replace each other because of their different nutritional advantages. Vegetables can be divided into dark vegetables and light vegetables. The contents of vitamins, minerals and dietary fiber in dark vegetables are mostly higher than those in fruits. However, there are more carbohydrates, organic acids and aromatic substances in fruits than in fresh vegetables, and the sugar content is generally higher than that in vegetables, so it is not suitable for excessive consumption.

Therefore, Dietary Guidelines for China Residents 2022 suggests that both vegetables and fruits should be eaten. Among them, meals should have vegetables, and adults should ensure that they consume not less than 300g of fresh vegetables every day, and dark vegetables should account for 1/2; Eat fruit every day, and adults are guaranteed to consume 200-350g of fresh fruit every day. The sweetness and nutrient content of different fruits are different. Take at least 1-2 kinds of fruits every day, and seasonal fruits are the first choice.

Photo: Shanghai rumor platform

Transcription Editor: Lin Xinyi

1905 movie network news On November 30th, the youth fantasy miniseries "Pond tales of mystery" starring Lin Hexuan,,,, etc. was officially launched, and at the same time, the opening poster and the call video of all the people with diced fish were released. The play is also a cross-border mini-play created by Yudingkui Orchestra and director Weihao Cheng, who set out again five years later. It tells a different story of Secondary Two with Yudingkui’s music, which also contains many secrets of youth.

Parallel time and space under the mysterious pond, layers of mysteries to explore the truth

The miniseries "tales of mystery in the Pond" started with a car accident and five high school students. Xiaoyu, A Ding, Da Ben, Xiao Q and Ani secretly drove Xiao Q’s brother’s car in order to experience the taste of driving, and accidentally drove on the expressway, which led to an accident. The most seriously injured fish woke up and found himself a scapegoat. When arguing with a friend, he accidentally fell into the pond and inexplicably returned to the day he didn’t want to go back. Then he staged a series of absurd and fantastic stories.

In the newly released opening poster, the male host Xiaoyu (Lin Hexuan) is covered with bubbles, holding a symbolic gesture wrapped in gauze, a ferocious expression and a lip print on his cheek, all of which are like telling this fantastic youth story in which friendship and love are intertwined, and time and space are intertwined. The characters in various forms appearing on his head belong to Xiaoyu’s exclusive memory. They formed the most wonderful part of that day and also staged the most wonderful one.

This time, director Weihao Cheng combined suspense, Secondary Two, youth, comedy and fantasy. With the mysterious pond as the medium, he showed the grotesque story in parallel time and space. From the perspective of a small fish, he uncovered the mystery layer by layer and approached the truth step by step. What is true and what is false? What kind of unspeakable feelings are there? It is also necessary for the audience to find the answer themselves.

All members of the orchestra were pleasantly surprised to appear in the original mini-short play.

The fantasy youth miniseries "Pond tales of mystery" is also a fusion of the first new album and drama form by the Fish Ding Gui Orchestra. At the same time, it also exposes the call video played by all the fish Ding Gui members. This time, their cross-border cooperation with director Weihao Cheng expresses the music more incisively and vividly with a unique style full of images. The names of ten stories are skillfully used with the titles of ten songs in the album. In addition to good songs, all the members are sincere guest stars. Working with director Weihao Cheng again still produced a wonderful spark. The performance with genuine feelings seemed to make everyone instantly return to the scene of listening to "Little Love Song" in the classroom that year. At the same time, Fish Ding also revealed that there were many small eggs and details waiting for everyone to dig in the drama.

　　Original title: 2023 Beijing Wenbo Creative Design Competition launched the new "870th Anniversary of the Capital" Wenchuang Circuit.

　　The 2023 Beijing Wenbo Creative Design Competition was launched on May 24th. In 2023, on the basis of continuing the three theme tracks of "Wenbowen Creative Derivatives Design Theme Track", "Twenty-four Solar Terms Cultural Creative Design Theme Track" and "Revolutionary Cultural Relics Creative Design Theme Track", the contest specially set up the innovative track of "Cultural Relics Creative Design Theme of Beijing’s 870th Anniversary" on the occasion of Beijing’s 870th anniversary.

　　With the theme of "cultural relics, creativity and life", this competition openly collects creative design works with the collection elements of museums in Beijing and the characteristics of Wenbo IP for outstanding national designers, cultural and creative enterprises and institutions and museums in this city through the way of "online collection+offline operation".

　　The four major theme tracks will be launched today. In the innovative track of "Creative Design Theme of Cultural Relics for the 870th Anniversary of Beijing’s Capital" newly established in 2023, participants will focus on the 870 cultural relics collections released by the Capital Museum, dig deep into their connotations in politics, culture, life, nationality and folk customs, and innovatively interpret the development and changes since the 870th anniversary of Beijing’s capital.

　　"Wen Bo Wen Chuang Derivatives Design Track" guides participants to absorb and transform the cultural connotation contained in the museum’s collection resources, and design cultural and creative products with aesthetic, cultural and practical values. "24 solar terms cultural creative design track" aims to interpret the charm of solar terms culture through the innovative design of 24 solar terms culture in cultural and creative works. Based on the advantages of Beijing’s revolutionary cultural relics protection units and the list of revolutionary cultural relics issued by the Municipal Cultural Relics Bureau, the "Revolutionary Cultural Relics Design Track" focuses on the red course, revolutionary spirit and new look of the times, taking into account historical facts and innovative forms, and tells a good revolutionary story.

　　The contest is divided into three stages: registration, competition evaluation and results display, which will last until December. It is worth noting that this year’s competition encourages museums and social resources to jointly sign up for the competition, enriching the needs of museum cultural and creative industries and promoting the utilization and authorized development of museum cultural resources. In terms of operational mechanism, the Municipal Cultural Relics Bureau will speed up the grading, batch, classified release and authorization of IP creation and creative design achievements of museum collections, and promote the market transformation, cultural and creative space and the achievements of brand series cultural and creative products. (Li Qiyao)

　　CCTV News:In autumn and October, the medicine fields are fragrant. At present, in Zhangxian County, Dingxi City, Gansu Province, 190,000 mu of Chinese herbal medicines have ushered in a bumper harvest.

　　At the 10,000-mu Astragalus planting base in Jinzhong Town, Zhangxian County, the villagers are busy picking up the Astragalus excavated by the machine. The cultivation of Chinese herbal medicines is an important pillar industry in the local area. This year, the planting area of Chinese herbal medicines here has reached 190,000 mu. It is estimated that the output of various Chinese herbal medicines will exceed 50,000 tons, with an output value of nearly 200 million yuan.

　　Zhangxian County is located in the south-central part of Gansu Province, in the transition zone between the West Qinling Mountains and the Loess Plateau, with an average elevation of more than 1,800 meters, which is suitable for planting Chinese herbal medicines. In order to promote the development of Chinese herbal medicine industry, 15 local demonstration sites for standardized production of Chinese herbal medicines have been established, which has achieved large-scale planting, helped enrich the people and increase income, and promoted rural revitalization.

　　This summer vacation, Ne Zha’s film was super invincible, and the image of Nezha subverted everyone’s imagination. Here are the classic lines and quotations from Nezha’s Magic Child carefully compiled by Xiaobian. Let’s take a look!

　　Classic lines of Nezha’s magic boy

　　1. "The prejudice in people’s minds is a mountain, and you can’t move it no matter how hard you try."

　　2. My life is not up to me, whether it is magic or fairy, and who I am is up to me. "

　　If the fate is unfair, fight it to the end.

　　Other people’s opinions are bullshit, and who you are is only what you say, which is what my father taught me.

　　Life is full of tears. If you don’t die, you have to suffer. The more you toss, the more unlucky you are. The more you pursue, the more miserable you are. If you are tired after dying, you might as well sleep in bed.

　　6. You have me, I have you, and we are each other’s other half.

　　7. "If you ask me whether people can change their own destiny, I don’t know, but if they don’t accept their fate, it is Nezha’s life."

　　8. "You are my only friend" and "You are my only friend"

　　9. I take my own life and don’t involve others.

　　10. It’s not as good as my magic pill to waste a spirit bead!

　　11. It’s my mission to do justice for heaven, and I’m good at exorcising demons.

　　12. There are not many opportunities to change your destiny in your life!

　　13. Son, all the dragons have given you the hardest Long Lin. This invincible dragon armor depends on you!

　　14. Your success or failure is related to the fate of the whole nation. Don’t be blinded by illusion.

　　15. It’s better to show her all the prosperity in the world.

　　Classic Quotations of Nezha’s Magic Child.

　　1. Nezha: "Fuck his life! My life is up to me, not the sky! Whether it is magic or fairy, I decide for myself! "

　　If the fate is unfair, fight it to the end.

　　Life is full of tears, and the more you toss about, the more unlucky you are. If you are tired after dying, you might as well fall asleep in bed.

　　4. Nezha: "You are my only friend!" Ao Bing: "You are my only friend, too."

　　5. Dragon King: "All the dragons have given you the hardest Long Lin."

　　6. Nezha: "Three years is a little short, but I also had a good time. Today is my birthday party, so don’t cry! My own life is my own, and I don’t bother others. "

　　7. Nezha: "Are you stupid to take a life in vain?" Ao Bing: "Who will be your friend if you are not stupid!" "

　　8. taiyi real person: "I don’t know if people can change their destiny. I only know that it is Nezha’s life not to accept his fate. "

　　9. Shen Gongbao: "The prejudice in people’s hearts is like a mountain, no matter how hard you try, you can’t move it."

　　10. I am a little monster, carefree and free, killing people without blinking an eye, eating people without salt, taking a shit after eating seven or eight, taking a shit in the toilet and finding that there is no paper.

　　11. Xiao Yunyun: "Who is Nezha?" Excavate: "He is my son.

　　12. Li Jing: "Dad has always been very strict with you, knowing that you are angry. Don’t care about other people’s opinions. Who you are is only what you say." Nezha: "Other people’s opinions are bullshit. Only you say who you are. This is what Dad taught me."

　

Ne Zha related articles:

1.
People live all their lives.

2.
Chai Jing’s "See" Classic Sentence Chai Jing sees classic quotations.

3.
Classic sentence of money, no money, classic sentence of reality

4.
Desperate classic sentences, sad and desperate sentences

5.
There are philosophical sentences in life. Be grateful and be gentle when you meet them!

6.
Classic sentences about memories, nostalgic sentences, classics.

Dull | Wen Zhouchu, Yi Qing | Editor

"Today’s young directors are actually quite happy, much happier than we were then. Every year, there are a lot of venture capital projects all over the country, and all kinds of feature films and short films are exhibited. This IM Cross-Strait Youth Film Festival has given a total of 3 million bonuses. Once winning the prize, there will be funds to continue shooting short films or start a feature film shooting plan.In a sense, I think young creators are very lucky."

　

At the second IM Cross-Strait Youth Film Festival,Entertainment thorn (id: yuci-er)I met the director JASON ZHANG.

　

JASON ZHANG is the representative figure of "the sixth generation director" of China films. In 1997, he started his career as a director with his first film "spicy love soup", and won the Best Director Debut Award in the 18th China Golden Rooster Award and the Best Director Award in the 5th Beijing University Student Film Festival.

　

Since then, his films "Bathing", "Sunflowers" and "Leaves Back to Roots" have also won awards at the San Sebastian International Film Festival and the Berlin International Film Festival.In 2017, the drama "Gang Rinpozzi" directed by JASON ZHANG was released, which won the Best Film Award at the 2nd Italian China Film Festival and won a "phenomenal" box office of 100 million yuan.

Source: Douban

In 1992, after graduating from the Central Academy of Drama, JASON ZHANG was assigned to the Beijing Film Studio, he told me.Entertainment thorn (id: yici-er),"At that time, it was very difficult for you to make a film in the system of the film factory. Without a record of about ten years and the qualifications of an assistant director, it is impossible to be a director."

　

Fortunately, JASON ZHANG got to know the producers who came back from the United States at the initial stage, and also found investment and started his own creation. But he bluntly said that this opportunity was very rare at that time.

　

In JASON ZHANG’s view,"Finding money" is not very difficult for young directors nowadays.Many companies are paying attention to the creation of young directors. Once the film enters venture capital, it will be signed away by the company and the funds will be implemented quickly.

　

JASON ZHANG told.Entertainment thorn (ID:yuci-er)"A few years ago, some of the works that started in venture capital had already been made, and the cinemas were all on. There are so many opportunities that talented creators will not be buried. "

　

How does the director adapt to the industrial system? How to "handle" the distance from the market? How can I make a qualified work? In andEntertainment thorn (id: yuci-er)In the dialogue, JASON ZHANG talked about the plight of young directors facing the market.In his view, the most important thing for a young director is not to find money and resources, but to shoot his first work well.

　

Art and market can’t have both.

　

JASON ZHANG’s point of view is very clear. You can’t have everything in a movie. Art and business have different demands for movies.

　

As a director, you must first make clear what you want to shoot in this film.If you want to make a commercial film, then focus on the business. "Keep your mind flat and stop thinking about the film festival every day. These have nothing to do with you."In JASON ZHANG’s view, commercial films are not easy to shoot. "It doesn’t mean that you can get a good box office by shooting commercial films, and commercial films also have many failures."

　

If you look for literary films, you may face losses in business. But as long as you go far enough in art, it will bring another kind of harvest, "winning prizes or word of mouth, these things are natural. The key is how far you can go in art. "

　

No director doesn’t want the box office word-of-mouth award to have a bumper harvest, but it is not easy to "eat all three". JASON ZHANG thinks that only two or three so-called dark horse movies can achieve a double harvest in box office and word of mouth in a year, and most movies can’t achieve this balance.

　

At the beginning of the release of "Gang Rinpoche" in 2017, JASON ZHANG thought that it would be good if the box office only exceeded 10 million. Eleven actors in the film are ordinary villagers from Pula village, Tibet. The whole film uses documentary to restore the scene of Tibetan pilgrimage. In his eyes, non-professional actors and documentary expressions are not very "audience-friendly" types.

(Still photos of Gang Rinpoche)

Source: Douban

In the end, the box office of Gang Rinpoche exceeded 100 million. "The announcement, or any other reason, made the audience in other circles besides the art audience pay attention to the film, and the word of mouth was also very good, so it created a box office miracle in the literary film. But there is no way to copy this, it is very luck. " JASON ZHANG said bluntly.

More often, literary films are faced with the dilemma of "not being a box office".JASON ZHANG revealed that for most literary films, 10 million box office is a very important threshold. If the box office can reach 30 million, it will be considered as "the box office ceiling".

　

According to Yuemu’s statistics, among the 44 literary films released in 2019, only 14 films earned more than 10 million at the box office, and 13 films earned less than 1 million at the box office.

Xiaowei, released in early 2021, won three nominations and two awards from four film festivals, including the 2nd Pingyao International Film Festival and the 44th Hong Kong International Film Festival, with a box office of only 1.452 million. With the double blessing of director Lou Ye and actor Gong Li, the box office of "Lanxin Grand Theatre" released in October has not reached 22 million, which can be seen from the box office of literary films.

　

Literary films with poor box office performance will naturally not be favored by cinemas. In order to solve the problem of fewer times and poor performances of literary films, producer Fang Li once knelt down and begged for arranging films, and director Pema Tseden also called for more arranging films in Weibo, hoping to "give every film a fair chance".

　

Although there will be concerns about film arrangement, JASON ZHANG is very open-minded. "When a film is put into the commercial market, it must conform to the laws of the commercial market.Whether or not to arrange films and how to arrange them are not only the business of the cinema manager, but the cinema is adjusted according to the preferences of the audience, and in fact the audience is voting."

　

As a director, JASON ZHANG feels that he can shoot anything. When his identity is transformed into a producer, his interest will not be limited to a certain type when evaluating the scripts of young directors."Whether it is a literary film or a commercial film, it actually has its own basic laws. Good things can be understood at a glance."

　

"The director doesn’t have to control the market trend."

　

"Many young directors have been very good in recent years, such as Gu Xiaogang, Bi Gan, Huo Meng and Wei Shujun." JASON ZHANG XiangEntertainment thorn (id: yuci-er)Say a few names.

　

In his view, the young director’s first film should shoot what he wants to shoot and try to express what he wants to express most. This is also the shooting direction of the young director’s first film, which is very encouraged by the industry.

　

Generally speaking, when making the first film, young directors will apply what they have accumulated and learned in the first twenty or thirty years of their lives. Most directors’ first works are often records and expressions of personal experiences and opinions.

　

But every director is different, so how to shoot the first film depends on the director himself. "You are like director Muye Wen. He can make a very mature commercial film in the first film." JASON ZHANG XiangEntertainment thorn (id: yuci-er)Give examples.

　

The first film directed by Muye Wen was Dying to Survive, which won the third place at the box office in 2018 with a box office of 3.1 billion yuan. It is the fifth film in the history of China movies with a box office exceeding 3 billion yuan, with a Douban score of 9.0. With this film, Muye Wen won six director awards.

　

On the one hand, it is the director’s personal choice, on the other hand, it is maturity. In JASON ZHANG’s view, maturity and vocational skills are very important.

Source: Douban

　

After the director really enters the film industry system, he must have feelings, but he should also have professional skills as a director."A script is put in front of me. Can I be competent and can I shoot it?"Easier said than done, JASON ZHANG bluntly said, this is a problem that many young directors are facing now.

　

"Especially the second and third films, it is no longer a question of the director’s self-expression.If a director wants to enter the industrial system and get in touch with different contents, it depends on your professional skills at this time."

　

In 2015, director Bi Gan became famous in the director circle with his debut novel "Picnic by the Road", and the second film "The Last Night of the Earth" received an investment of 20 million (later increased to 50 million), and the filming process of this film truly reflected the confusion of inexperienced young directors facing the industrial system.

　

Producer Shan Zuolong wrote in the article "The Darkness of the Earth", "It cleared up in the afternoon, and the art scene didn’t meet the requirements in the end, but the coordinated boot time has arrived. Bi Gan, who is usually unwilling to compromise, tried to shoot hard, but in the end he couldn’t get past his own level, so we decided to stop.The direct economic loss of downtime for one day is hundreds of thousands, and two directors and producers with no industrial experience are instantly knocked down …"

　

The progress lingered, the actors’ schedules were exhausted, and the funds were constantly overspent. Under all kinds of problems, the film was difficult and dangerous to finish.

　

Although it is emphasized that the director should adapt to the industrial system, in JASON ZHANG’s view, the director only needs to consider how to finish the filming best, without grasping the "wind direction" of the market.

Source: Douban

　

Modern society is originally an industrialized society with a very clear division of labor. If it is a purely commercial film, the preliminary work has been completed from screenwriter to producer to investor. In particular, many films have adopted the producer-centered system, and investors and producers control the business and market issues. The only thing the director wants to think about is how to shoot the film well.

　

However, if the director is more author-oriented, likes to create his own works and shoot the works he wants to shoot, which are more personalized, then this kind of film is doomed to have a far distance from commercial films.

　

JASON ZHANG is an author-oriented director. He prefers to find themes, write scripts and make films himself, he told me.Entertainment thorn (id: yuci-er)Basically, it is done in my framework, so it is relatively easy to control.

　

He didn’t think about the market when he filmed Gang Rinpoche, because it was just a story he wanted to tell from his heart.

　

"movies with only traffic are not lasting."

　

In JASON ZHANG’s view, no film can be finished easily, and any film can be called "time is tight and tasks are heavy", which requires a "complicated and painful" process.

　

Whether the film can be completed within a reasonable budget range is a very important indicator to test the director. "If it is overdue or overspent, it means that you are not a qualified director, or all the plans made in the early stage are unreasonable and out of your control."

　

When preparing for shooting, a really good director should foresee the overall shooting difficulty and shooting cycle of the film."In fact, it is necessary to make a reasonable plan in the early stage. As long as the plan is done, it can basically be completed step by step."

　

"The so-called tight budget means that the film that was originally filmed in 50 days must be finished within 30 days. This requirement is unreasonable." JASON ZHANG told.Entertainment thorn (id: yuci-er)In the face of this situation, the director must first try his best to fight with the producers or investors to explain the rationality of the film shooting cycle setting, and can’t promise what he can’t do. "You can’t finish shooting in 30 days, but you have to promise others to finish shooting. This is unreasonable."

　

On the other hand, JASON ZHANG thinks that the director can adjust the cycle appropriately. "If it can’t be finished in 50 days, can it be finished in 45 days and 42 days? The director should be in a reasonable framework of 42-45 days, which will save some costs and meet the basic artistic requirements." But he also stressed that artistic requirements are the most important."If it’s at the expense of the quality of the film, it’s meaningless. Why shoot it?"

Source: Douban

The producer of Gang Rinpoche successfully shared such a story in an interview with the film and television industry network. When Gang Rinpoche was finished, JASON ZHANG wanted to wait for a snowfall and get a more perfect picture, but he told JASON ZHANG that the budget was insufficient, and the remaining money was only enough for two days. Moreover, if it really snowed, it would be a huge expense to transfer the crew from the mountains to the mainland. After comprehensive consideration, JASON ZHANG abandoned the original plan.

　

In choosing actors, JASON ZHANG also holds the view that the quality of the film should not be lost."Choosing an actor is a concept. Choose the best and most suitable one, regardless of others. It has nothing to do with whether the actor has a name or not. If he is a good actor, there is nothing to do with traffic."

　

JASON ZHANG feels "indifferent" to those films that didn’t cost much time and money to shoot, but the actors gained a good profit by enabling streaming. In his view, everyone has their own understanding of movies, and the industry is mixed. How others operate is someone else’s business. He judged, "this kind of film will not last long, because it does not conform to the laws of the film market, and may occasionally make one or two movies, but this is not reproducible or sustainable."

　

As for his own film, JASON ZHANG toldEntertainment thorn (id: yici-er)I have never used a traffic actor before, and I have no idea about it.The key to choosing an actor lies in the actor’s "right way". We should not arrange it in the movie. We should consider whether the movie is finally presented on the screen of the cinema, whether the audience thinks the actor is suitable or not, and whether they believe his performance.

　

Aside from all other factors such as flow, funds and resources, the most important thing for young directors is to shoot according to their own understanding of the film. After all, no director will voluntarily make a bad film.

Spy on the future direction of entertainment industry

Entertainment thorn is an entertainment observation and research account under Xiaowei Technology, focusing on the observation and research of entertainment industries such as variety, film and television, music, etc., and spying on the future direction of the entertainment industry.

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　 　 　 　This year, three major domestic video websites have launched a number of 12-episode short plays, which has set off a wave of short plays. Iqiyi took the opportunity to build a "Misty Theater", and launched a number of popular short plays in succession, with good results. The prevalence of short plays has enabled more audiences to devote themselves to the plot, and also made people notice the phenomenon of water flooding in long dramas. However, in view of the popularity of short plays, there are also various voices in society. Is the popularity of short plays a temporary fashion or a new change in the domestic drama market? In this regard, Sina Entertainment New Wave Forum launched a topic discussion — — Where did you win the short play that braved the wind and waves?

　 　 　 　Ying Dai, vice president of Aiqiyi and general manager of self-made drama development center, Ma Lingshan, co-founder of Wuyuan Culture and co-producer of Ten Days Game and Sisyphus, Dan Lu, co-founder of Haoji Film and producer of Silent Truth, and Qi Xi, a new generation actress who plays Sisyphus, were invited as the on-site guests of this forum. The moderator of this forum discussion is Zhang Ben, director of comprehensive content of Sina entertainment drama and director of Weibo star video.

　 　 　 　Reject plot water injection and give plot creation more possibilities.

　 　 　 　The forum activities are mainly divided into four units, which discuss the rise and characteristics of short plays, the creation and performance of short plays, the marketing and profit of short plays, and the influence and future of short plays. At the beginning of the forum, Zhang Ben, the host, introduced the popular status of short plays this year and asked Ms. Ying Dai, vice president of iQiyi, why she chose to launch short plays in batches in 2020.

　 　 　 　Ms. Ying Dai also expressed her thoughts very sincerely, saying that her team’s 12 episodes of "Crime without a Certificate" launched in 2017 had a good reputation, but because there were only 12 episodes, the drama effect was very short. Therefore, the team hoped to make the short drama works to the extreme and play a real short drama effect. Moreover, in 2018, there were quite a few good short drama scripts, which coincided with the idea of making a short drama theater by the team, and the iQiyi team officially opened the first step of the short drama theater.

　 　 　 　In response to the doubts raised by the majority of netizens: Recently, short plays are basically linked to suspense, either suspense+science fiction, suspense+society, or suspense+love. Moderator Zhang Ben also asked Ms. Dan Lu about this issue. Ms. Dan Lu said: Suspense is a main clue in any type of drama. With suspenseful clues, the plot can arouse the audience’s curiosity and the plot will be more enjoyable.

　 　 　 　In addition, the guests also discussed the correspondence between suspense types and the number of short episodes. Ying Dai pointed out: In the past, all content creators had only two directions to choose, one was a movie and the other was a long drama, but there was no intermediate product. The emergence of short plays makes the plot creation more possible and releases more story volume, which is beneficial to the appropriate story volume in the appropriate number of story sets. Qi Xi, an actress, also said that the short play avoided the prolongation of the plot, which was a good attempt for her. She also showed that in the west, many actors can vividly create a character in more than an hour when performing a drama. The production of short plays, like an extension on this basis, not only enriches the characters’ images, but also allows the characters to slowly enter the hearts of the audience.

　 　 　 　Throw away colored glasses and give the new generation of actors more opportunities to show.

　 　 　 　During the discussion of "Creation and Performance of Short Plays", how to meet the high standards of audience in details and logic of short plays has become the key for the guests to discuss. Ying Dai told the host that the creation of short plays should mainly have an innovative perspective. Through the particularly solid characters, with the help of good actors’ interpretation, the audience’s heart can be entered, and then with good team performance, the plot itself can be presented at its best. Dan Lu also made a statement: During the filming of the short play, each episode was actually at least one hour long, but in order to catch the user’s eye and ensure the appreciation of the plot, many plots were deleted, only the main plot and plot highlights were kept to avoid the plot procrastination.

　 　 　 　In addition, regarding Lu Han’s acting skills, Qi Xi also responded in this forum, saying that in the cooperation with Lu Han, he found that he is a particularly real person. If all other distractions are put aside, he is an actor who wants to be more practical in the actor and performance path and constantly prove himself. Ma Li Lingshan also added: In the first scene of the interrogation room, Xiao Lu received a lot of praise, saying that he performed a lot of layers. She also said that at the scene, Lu Han was under a lot of pressure, and Wang Qianyuan and Qi Xi would patiently tell the deer a play at the scene. According to the guidance of these professional actors, Lu Han will try his best to create a more brilliant role, and sometimes even burst into the energy of many senior actors.

　 　 　 　When talking about the production of Fog Theater, Ma Lilingshan said that there are also many places that need to be improved in the production process. Only by accumulating experience can we make the best finished product next time. At the same time, she also responded to the casting dispute between Sisyphus and The Silent Truth. She revealed that when Sisyphus’s first play came out, Lu Han was recommended to play the leading role. But in fact, many people don’t know Lu Han’s audience, and they all have certain prejudice against him. They chose Lu Han to play because they saw Lu Han’s seriousness about the performance, and hoped that through this play, the audience would get rid of the colored glasses of young actors.

　 　 　 　Qi Xi expressed her opinion on whether she would watch the drama fast-forward: if the performance rhythm of that scene was accelerated and the viewing effect would be better, she would watch it 1.5 times faster. In this way, actors can also code their lines tighter and the rhythm of the play can be more compact. She believes that sometimes, if the performance is faster, the actors are more nervous and the plot is more compact, it will really give the audience a deeper sense of substitution. In this regard, Ying Dai also said that in Sisyphus and The Silence of the Truth, the team tried to simplify the plot to avoid flooding the plot and affecting the audience’s interest in watching movies.

　 　 　 　Advertising soft implantation, opening up new entertainment marketing

　 　 　 　In Unit 3, "Marketing and Profit of Short Plays", Zhang Ben, the host, pointed out that compared with traditional long dramas, short plays will be more restricted in marketing mode or marketing cycle. How to solve this problem? Dan Lu said that the fermentation period of short drama marketing is too short, and the benefit period of large-scale publicity and marketing in the early stage is also very short. Therefore, advertising has become the main profit channel of short drama. Ying Dai added: At present, the most important thing in short plays is how to embed advertisements, and it is best to integrate advertisements into the plot, so as not to affect the audience’s emotional immersion because the advertisements are too abrupt. At the same time, she also told the audience that it is really not an era when wine is not afraid of deep alleys, and entertainment marketing is really very important. A good marketing needs teamwork to maximize communication and conduct entertainment marketing, so as to gain recognition and recognition at the user level.

　 　 　 　Ma Lilingshan also expressed great support for iQiyi’s advanced on-demand mode. Under this new business model, TV dramas have also shifted from toB to toC, which not only allows viewers to see their favorite TV dramas, but also encourages creators, and even stimulates China TV dramas to move in a better direction. Zhang Ben, the host, summed up this: short plays are generally a cycle, and the production team produces better content and attracts the investment of advertisers; The produced content is broadcast on the video platform, and the audience pays for this content after the platform is broadcast; After getting the benefits from consumers, it will attract advertisers to invest more money again and promote the further development of short plays.

　 　 　 　Inject new ideas into the industry and help the future development of TV drama market.

　 　 　 　When discussing "the influence and future of short plays", Dan Lu definitely expressed her optimism about the future development of short plays. She said: The Fog Theater is just a starting point, and there will definitely be more short plays in the future. Ma Li Lingshan also agreed, and said with emotion that the spring of short plays has really come! Iqiyi’s Misty Theater is just a good start for the development of short plays, and there will be more innovative themes. In this regard, Qi Xi also expressed her views as an actress. She indicated that in the TV drama industry, the emergence of short plays undoubtedly opened a new outlet for the creation of TV dramas. In this stall, more actors will get new creative opportunities and promote the improvement of their acting skills, which is a very good influence.

　 　 　 　Ma Li Lingshan also said: In the future, short plays are bound to be constantly innovative, not only in form, but also in seeking internal innovative expression. Ying Dai agrees with this view, and points out that in the future, short plays will be the general trend. The prevalence of short plays will give more young actors new opportunities and challenges, and also add more possibilities for the whole industry, which will make the development of TV dramas more mature.

　 　 　 　By summing up the speeches made by the above-mentioned guests with different positions, we can find that compared with the traditional long drama series, the short drama takes less time and has lower production cost, which provides a platform for more talented producers to show their talents. However, the brevity and pituity of short plays concentrate more time for the participants, which makes it easier to ensure the quality of dramas. At the same time, the popularity of short dramas has further enriched the product matrix of domestic TV dramas, provided a good reference for traditional long dramas, and contributed to the upward development of domestic TV dramas.

　 　 　 　The new wave boutique short drama forum launched by Sina Entertainment New Wave Forum aimed at the phenomenal explosion of short dramas at present reveals the attitude of contemporary young people to watch movies to a certain extent, which has played a certain role in promoting the future development of domestic TV dramas. In the future, will the domestic TV drama market be dominated by short dramas or the "Colosseum" of long dramas? We don’t know. However, from this forum, we can find that TV dramas with novel and compact plots and high-quality actors are the most popular among contemporary audiences. It is expected that in the future, there will be more fine TV dramas in the domestic TV drama market.