Notice of the General Office of Beijing Municipal People’s Government on Printing and Distributing the Implementation Plan of Beijing Municipality’s Renovation and Rectification of Outdoor Advertising

Beijing Zhengban made [1999] No.44

The people’s governments of the districts and counties, the commissions, offices and bureaus of the municipal government, and the municipal institutions:

　　According to the decision of the 20th Mayor’s Office Meeting, the Municipal Administration Committee, the Municipal Planning Bureau, the Municipal Administration for Industry and Commerce, the Municipal Environmental Sanitation Bureau, the Municipal Bureau of Gardens, the Municipal Public Security Traffic Management Bureau and other departments have formulated the Implementation Plan for the Rectification of Outdoor Advertising in Beijing. This plan has been agreed by the leaders of the municipal government and is hereby printed and distributed to you. Please implement it carefully.

　　July 13th, 1999　　

Beijing’s implementation plan for rectifying outdoor advertising

(July 2, 1999)

　　In order to further strengthen the management of outdoor advertising, and promote the standardized, orderly and healthy development of outdoor advertising, according to the Advertising Law of People’s Republic of China (PRC), relevant laws and regulations and the Regulations of Beijing Municipality on the Administration of Outdoor Advertising, and according to the decision of the 20th Mayor’s Office Meeting, the implementation plan for rectifying outdoor advertising in this Municipality is formulated.

　　First, the guiding ideology of rectification

　　In line with the requirements of the Beijing Urban Master Plan, with the goal of reaching the city appearance and environmental level of a modern international metropolis, we will strengthen the efforts to rectify outdoor advertising, so as to make outdoor advertising in the capital standardized, orderly and healthy, and greet the 50th anniversary of the founding of the People’s Republic of China with a good city appearance and image.

　　Second, the scope and focus of rectification

　　Within the administrative area of this Municipality, outdoor advertisements that violate the Advertising Law of People’s Republic of China (PRC), relevant laws and regulations and the Regulations of Beijing Municipality on the Administration of Outdoor Advertising, fail to be approved by the relevant provisions of the municipal government and are set up without approval, are inconsistent with urban planning, affect the appearance of the city, occupy green space or block green landscape, affect architectural style, hinder traffic safety and other unreasonable settings are all within the scope of this rectification. At the same time, it is necessary to review the outdoor advertisements that have been approved. The municipal government will formulate measures for the rectification of outdoor advertising in Baiyi Road, Haidian District.

　　The focus of this rectification is: (1) Commercial and public welfare outdoor advertisements on Chang ‘an Street and its extension line, Yingbin Line, Second Ring Road, Third Ring Road, Capital Airport, Beijing Railway Station, Qiansanmen Street, Beijing West Railway Station and Asian Games Village, as well as Capital Airport Road, Jingchang Expressway, Jingtong Expressway, Jingjintang Expressway (Beijing Section) and Jingshi Expressway (Beijing Section).

　　(two) Chang ‘an Avenue and its extension line, welcome line and the self-designed signboards set up in the Capital Airport, Beijing Railway Station and Beijing West Railway Station, as well as signboards on buildings with unique styles in other areas.

　　(three) for the large single-column billboards set in the downtown area (including around the Second Ring Road), we must resolutely dismantle them.

　　For the advertising media that should not be set up in key roads and key areas, the content can be set up in commercial areas or other general areas, and appropriate migration should be made according to the planning requirements and approval procedures to ensure the smooth progress of the key rectification work.

　　Third, the implementation steps

　　Prospecting stage (16-31 July 1999).

　　Under the leadership of the relevant district governments, led by the District Municipal Management Committee (or the Construction Management Committee), in conjunction with the relevant departments, in accordance with the rectification requirements of this plan, conduct a self-examination on the outdoor advertising settings within their respective jurisdictions, and summarize the self-examination and handling opinions, and report to the office of the leading group for the examination and approval of outdoor advertising in July 31, 1999.

　　(2) Examination and approval stage (August 1-15, 1999).

　　The members of the leading group for the approval and management of outdoor advertising in the city shall follow the principle of "seeking truth from facts, distinguishing the situation, handling it as appropriate, and rectifying it while approving it". Conduct a joint audit of the self-examination and handling opinions of each district, put forward opinions, and report to the leading group for approval and management of outdoor advertising for approval before implementation.

　　(3) remediation stage (August 16 to September 10, 1999).

　　According to the guiding ideology of rectification, dispose of the outdoor advertising media that have been set up as appropriate;

　　1. If the outdoor advertising media basically meets the relevant provisions in terms of setting location, specifications, form, quantity and release content, it shall be dealt with according to the ways of retaining, dismantling due and taking back participation in bidding, etc., depending on different situations;

　　2. If there are some problems in the location, specification, form, quantity and release content of outdoor advertising media, and they can basically meet the requirements after rectification within a time limit and redesign, they will be dealt with according to different situations, such as being considered to be retained, dismantled due, and taken back to participate in bidding;

　　3. If there are serious problems in the location, specification, form, quantity and content of outdoor advertising media or other aspects, the relevant departments should resolutely dismantle them according to law.

　　(4) Inspection and acceptance stage (September 11-15, 1999).

　　The office of the leading group for the examination and approval of outdoor advertising in the city shall organize relevant departments to inspect the rectification of outdoor advertising in each unit. Where the setting is approved after examination and approval or rectification, the setting unit shall go through the corresponding formalities at the municipal or district outdoor advertising examination and approval management department according to the regulations. If it is not retained after examination and approval, the relevant department shall order the establishment unit to dismantle it within a time limit; Those that fail to be dismantled within the prescribed time limit shall be severely punished by the relevant departments in accordance with the "Regulations on the Administration of Outdoor Advertising in Beijing".

　　Four, strengthen organizational leadership, clear division of responsibilities.　

　 　 　 　The outdoor advertising rectification work involves a wide range, strong policies and great difficulties. All relevant departments, units and regions should attach great importance to it, strengthen organizational leadership, and pay attention to handling the following five relations in the process of organization and implementation: First, reflect the relationship between Beijing’s urban nature as a political and cultural center and economic development; Second, the relationship between short-term rectification and long-term standardized development; Third, the relationship between public service advertising and commercial advertising; Fourth, the relationship between protecting the style of the ancient capital and developing outdoor advertising; Fifth, the relationship between night lighting and outdoor advertising.

　　All members of the leading group for the examination and approval of outdoor advertising in the city should concentrate their efforts, cooperate closely and work together to successfully complete the rectification work. The specific responsibilities of the relevant departments are as follows:

　　(a) the city outdoor advertising approval management leading group is responsible for formulating the deployment of remediation plans, examining and approving the self-inspection situation and handling opinions of relevant districts, supervising and inspecting the progress of remediation, and organizing the inspection and acceptance work.

　　(two) the Municipal Management Committee is responsible for formulating the detailed rules for the implementation of the "Regulations on the Administration of Outdoor Advertising in Beijing" as soon as possible in conjunction with the Legislative Affairs Office of the municipal government. The Municipal Management Committee is responsible for formulating the bidding scheme for the right to use outdoor advertising, and organizing the auction and bidding of advertising media.

　　(3) The Municipal Planning Bureau is responsible for formulating the zoning control plan of outdoor advertisements in this Municipality in conjunction with relevant departments and the relevant provisions on setting up outdoor advertisements on buildings; The outdoor advertising is inconsistent with the city planning, and shall be punished by the administrative department of city planning according to law.

　　(4) The Municipal Administration for Industry and Commerce is responsible for strengthening the supervision and management of advertising contents and enterprise qualifications, and shall punish units that set up advertisements in violation of the Advertising Law of People’s Republic of China (PRC) and other relevant laws and regulations and the Provisions of Beijing Municipality on the Administration of Outdoor Advertising.

　　(5) The Municipal Public Security Traffic Management Bureau is responsible for setting up outdoor advertisements by using traffic safety facilities and traffic signs, or setting up outdoor advertisements that affect the use of traffic safety facilities and traffic signs and hinder the safe sight distance and the passage of vehicles and pedestrians, and will be punished in accordance with the relevant laws, regulations and rules of the state and this Municipality.

　　(six) the city appearance supervision corps or the urban management supervision department is responsible for the outdoor advertising facilities set up without approval, and shall be dismantled according to law; Units that have been approved for establishment but are poorly managed and affect the appearance of the city shall be punished according to law.

　　(seven) urban greening management departments at all levels shall be responsible for setting up outdoor advertisements for units that occupy green spaces or block green landscapes, and shall be punished according to law.

　　(8) Municipal facilities management departments at all levels are responsible for setting up outdoor advertisements on municipal public facilities such as power poles, telecommunication poles, tram poles, street poles, overpasses, overpasses and underground pedestrian crossings without approval, occupying pedestrian walkways to set up outdoor advertisements and signboards without approval, and units that have been approved to set up but are poorly managed and affect the normal use of municipal public facilities will be punished according to law.

　　(9) The Municipal Highway Bureau and other relevant administrative departments are responsible for setting up outdoor advertisements on both sides of the expressway (including within 100 meters outside the protective net) without approval, and will be punished according to law.

　　(ten) to meet the 50th anniversary of the founding of the people’s Republic of China, the leading group for comprehensive rectification of Chang ‘an Avenue and its extension line is responsible for the rectification of outdoor advertisements within the scope of rectification of Chang ‘an Avenue and its extension line.

　　(11) The relevant district governments are responsible for completing the rectification of outdoor advertisements within their respective jurisdictions on schedule, organizing and selecting competent personnel to participate in this work, and designating 1 to 2 people to be responsible for daily work, so as to ensure that personnel are in place.

　　(twelve) the propaganda department should strengthen the publicity of the rectification work and related policies, unify their thinking, raise awareness, and ensure the smooth completion of the work.

　　(thirteen) the supervision department should strengthen the administrative supervision of all units, and the units that do not implement the provisions of this plan and fail to complete the prescribed tasks according to their duties should be investigated for their leadership responsibilities.

No.170／171 Duan Cheng telecom fraud label officially requested to complete the real name registration.

　　BEIJING, Beijing, May 10 (Xinhua)-"44% of fraudulent short messages come from paragraph 170/171". In the past month, the serious problem of telecom fraud in paragraph 170/171 in virtual operator has aroused great public and official concern. “‘ 170/171’ Do you dare to answer the phone at the beginning? " Worried, the Ministry of Industry and Information Technology, after interviewing relevant enterprises, recently issued a document asking virtual operator to complete the work of re-registration of user identity information within one month. According to a survey conducted by a reporter from Zhongxin. com (WeChat WeChat official account: cns2012), at present, real-name registration system, virtual operator is facing a series of technical screening problems, and the phenomenon of non-real name sales still exists, but the real-name registration system degree of "170/171" has been improved.

　　No.170/171 Duan Cheng Telecom Fraud New Label Users are afraid to answer when they see "170/171"

　　Tencent’s mobile phone housekeeper security experts found through big data monitoring that "nearly 44% of fraudulent SMS messages came from virtual operator’s 170/171 paragraph." Behind this data is that paragraph 170/171 has become a new label of telecom fraud. In the daily monitoring, the Anti-telecom Fraud Center of Guangzhou Public Security Bureau found that the numbers starting with 170 and 171 have become high-risk telephones for telecom fraud.

　　In the past month, with the risk warnings issued by the Ministry of Industry and Information Technology and the public security departments, as well as the media and WeChat friends circle’s reports and publicity on the fraudulent practices of paragraph 170/171, the public’s vigilance against paragraph 170/171 fraud has been greatly improved.

　　Mr. Chen, who is engaged in the publishing industry in Beijing, told the reporter of Zhongxin.com, "There are two friends around me who have been cheated by the fraudulent phone call in paragraph 170. Now I dare not answer the phone call in paragraph 170, let alone click to view the text message sent by paragraph 170."

　　"Excuse me, do you need a loan? Do you need to invest in financial management? … …” Through investigation, the reporter found that paragraph 170/171 was used by fraudsters and also by some enterprises for marketing, which became annoying phone calls and text messages for the public. Several Beijing taxi drivers and supermarket shopping aunts interviewed randomly by reporters all said, "Recently, the number of calls received from various investment and wealth management or some commodity promotion in paragraph 170 has increased significantly, and I don’t know how to know my number."

　　Fraud takes advantage of the victim’s greed and cheapness to pretend to be a special subsidy issued by the government.

　　According to the fraud alert data released by the Anti-telecom Fraud Center of Guangzhou Public Security Bureau last week, there were 93 telecom fraud alerts involving paragraph 170 last week, among which the most prominent fraud methods were pretending to be government departments to issue special subsidies and pretending to be teachers to say that children needed surgery fees for injuries. There were 87 cases of telecom fraud involving paragraph 171, of which 67% were fraudulent by sending short messages with Trojan links.

　　According to Zhongan Online, at 19 o’clock on April 25, Mr. Feng suddenly received a text message: "××××, your child’s performance at school has dropped. Please click the link below to check the score." Mr. Feng looked at the number that sent the short message. It was a number that started with 171 and belonged to Hefei. Mr. Feng casually clicked on the link attached to the short message, but I didn’t expect it to open. Not long after, the bank card bound by the mobile phone sent a reminder message saying that 2000 yuan in the card was taken away.

　　According to reports, the telecom fraud in paragraph 170/171, pretending to be a government department to issue special subsidies, pretending to be a teacher to say that children need surgery fees, credit card withdrawals, handling large credit cards, and neonatal subsidies, all take advantage of the victim’s greed for benefits.

　　The police reminded the general public that when receiving a phone call or text message at the beginning of such a number segment, they should verify the real identity of the other party, don’t click on the link in the text message easily, don’t transfer money or make online transactions casually according to the requirements of the other party, and install mobile phone security protection software as soon as possible to prevent being cheated.

　　When the official rectification is in progress, the real-name registration of section 170/171 should be completed before the end of May.

　　In fact, on April 7th, the Network Security Administration of the Ministry of Industry and Information Technology, the Information and Communication Development Department, and the Information and Communication Administration, together with the Beijing Communications Administration, urgently interviewed three mobile communication resale enterprises (virtual operator) that were not implemented in real-name registration system. The three companies are required to immediately conduct a comprehensive investigation on the development of the company’s real-name registration system and seriously carry out rectification.

　　On April 27th, the Ministry of Industry and Information Technology further issued the Notice on Strengthening Standardized Management to Promote the Healthy Development of Mobile Communication Resale Business, further requiring resale enterprises, that is, virtual operator, to immediately carry out self-examination and self-correction, and complete the work of re-registration of user identity information for telephone numbers that were not registered in real name or falsely registered in the previous period within one month.

　　At the same time, the notice made it clear that resale enterprises should strengthen the supervision and management of entity and network agency channels, strictly enforce the access conditions of agency channels, distribute uniform signs for agency channels, and prohibit the signing agency channels from developing subordinate agents without authorization. If a resale enterprise goes through the network access formalities through physical marketing channels, it must verify and automatically enter the user identity information through the second-generation ID card identification equipment, and it is forbidden to manually enter the ID card information. If you go through the network access procedures, you should verify the user’s identity in strict accordance with the relevant requirements. Resale enterprises should establish a regular self-inspection system for real-name registration and increase the inspection of their own marketing and principal-agent channels.

　　Virtual operator: Rectifying and benefiting the development of the industry faces technical screening problems.

　　According to the public information of the domestic virtual operator platform, since April, most virtual operator have started self-examination and self-correction, and the real-name registration system situation of the virtual number segment has been improved to some extent. A president of virtual operator, who asked not to be named, told the reporter of Zhongxin.com on the 9th that the work in real-name registration system is related to the immediate interests of users and the healthy development of communication enterprises and industries. The company has raised the standards of rectification and further strengthened the implementation of the work in real-name registration system.

　　However, the process of strengthening real-name registration system in virtual operator is facing the difficult problem of technical means screening. According to an employee of a marketing department in virtual operator, the second-generation ID card reader distributed by the company to offline channel vendors has been cracked, and it is currently working with relevant enterprises and departments to make up for the leak.

　　When the reporter visited a newsstand selling virtual number segments in Beijing, the newsstand sales staff said that they could help to handle a virtual mobile phone number of segment 170 without issuing an ID card, and they could use other people’s ID card information to help. A person in virtual operator said that some vendors used other people’s ID card information in violation of regulations, taking advantage of the "One Certificate No.5" loophole. Virtual operator needs to strengthen the inspection of channels together, screen through technical means, identify users by telephone call back for verification, and clean up fraudulent numbers in time.

　　Real-name authentication from online sales channels is also difficult. Although some virtual operator online real-name registration systems are enabled, it is required to fill in the user’s real name and ID number, and upload the front, back and half-length photos of my second-generation ID card. However, according to the IT Times, some virtual operator registered with fake real names can still enter the order submission and payment process smoothly. In the whole process of online real-name authentication, we mainly rely on manual audit and express copy of ID card, and there will be more uncontrollable situations. Zou Xueyong, secretary-general of China virtual operator Industry Alliance, thinks that technical means of authentication, such as video face recognition, should be strengthened.

National Film Bureau： The box office of Spring Festival movies in 2024 reached 8.016 billion yuan.

1905 movie network news According to the preliminary statistics of the National Film Bureau, during the Spring Festival holiday in 2024 (from February 10 to February 17, 2024), the national box office was 8.016 billion yuan, and the number of people watching movies was 163 million, which increased by 18.47% and 26.36% respectively compared with the Spring Festival holiday in 2023, both of which set new records in the same period.


The top four films at the box office were 2.718 billion yuan, 2.398 billion yuan, 1.389 billion yuan and 1.34 billion yuan respectively.


As of 9: 30 on February 18th, 2024, the annual box office has reached 11.081 billion yuan, with domestic films accounting for 96.75%.


Ministry of Agriculture answered questions on ＂Implementing rural revitalization strategy to promote agricultural transformation and upgrading＂

The Press Center of the First Session of the 13th National People’s Congress held a press conference in the multi-function hall of the Media Center at 10: 30am on March 7th (Wednesday), inviting Minister of Agriculture Han Changfu, spokesperson and director of the General Office of the Ministry of Agriculture Pan Xianzheng to answer questions from Chinese and foreign journalists on the related issues of "implementing rural revitalization strategy to promote agricultural transformation and upgrading".

Many parties oppose the continued illegal plundering of Syrian oil resources by the United States, and the Syrian Foreign Minister said-＂What the United States has done hinders the reconstruction proc

　　Recently, Iranian President Leahy, Russian President Vladimir Putin and Turkish President Erdogan held talks in Tehran, Iran, and in a joint statement issued after the meeting, they expressed their opposition to the continued illegal plundering of Syrian oil and other resources by the United States and to the illegal seizure and transfer of oil revenues that should belong to Syria by the United States.

　　According to the Syrian News Agency, the illegal garrison of the United States in Hasakeh province in northeast Syria recently used 40 vehicles, including tankers and trucks, to transport its stolen local oil to northern Iraq under the escort of armored vehicles. This is the third incident in which the US military illegally exploited local oil since July. Since the US military stationed in Syria in the name of "anti-terrorism" in 2015, the US military has never stopped illegally plundering Syrian oil and gas resources.

　　It is reported that the US military currently controls 90% of the crude oil resources in northeast Syria. The US military transported the oil stolen from Syria to Iraq for profit, and used some of the US dollars to support the Kurdish armed forces in Syria, helping them to purchase weapons and equipment against government forces, and finally achieved the goal of "maintaining the war with war".

　　According to Sputnik news agency & radio, the Foreign Intelligence Agency of the Russian Federation recently issued a statement saying that the United States illegally exploited oil in the northeast of Syria, with a monthly volume of 3 million barrels, and traded it on the black market. About one third of the stolen oil was sold to the Iraqi Kurdish autonomous region through intermediaries. According to statistics, in 2021, the daily output of Syrian oil was about 85,900 barrels, of which 70,000 barrels were plundered by the United States and its supporting opposition armed forces, and less than 16,000 barrels were used to supply the Syrian domestic market. Since the outbreak of the Syrian crisis, the economic losses of the country’s oil industry have reached $100.5 billion.

　　At present, the "oil shortage" in Syria is getting worse and worse. Vehicles waiting to refuel on the streets of Damascus often line up in long queues. Owners usually have to wait for several hours in the scorching sun to add the limited supply of 30 liters of gasoline, and the black market oil price has risen to 8,000 Syrian pounds per liter (1 US dollar is about 2,510 Syrian pounds), which has aggravated people’s living difficulties.

　　The Syrian government has repeatedly condemned the US military’s piracy in Syria, calling it "disgusting". Bassam Touma, Minister of Oil and Mineral Resources of Syria, criticized with indignation that the United States and its allies stole Syrian oil "like pirates". Syrian Foreign Minister Mekdad said that the United States plundered resources in Syria, which aggravated the local humanitarian crisis. "What the United States did hindered the reconstruction process in Syria."

　　People of insight in Syria criticized that the United States came for interests and left without interests. The United States occupies a large area of land in northeastern Syria, and this illegal existence is the embodiment of hegemonism. Nicaraguan Foreign Minister Moncada recently criticized the United States for its international crimes and lies, pointing out that the unjust war of the United States against Syria and other countries is an obvious example of imperialism and interventionism, and its purpose is to control other countries in the region geopolitically and seize resources for its own benefit.

　　(Damascus, July 27th)

Listen to the marketing director of ＂roadside picnic＂： How to sell the magic film to the ordinary audience？

(This article was first published in "Movie Rising Potential", welcome WeChat to search filmmore for attention)


　 1905 movie network exclusive feature By the morning of July 20th, young director Bi Gan’s big-screen debut had been released for the sixth day, with a box office of over 4.7 million. Previously, Bi Dao announced that the film would only be released for 10 days. Although its film arrangement is less than 1%, compared with the box office results of literary films in the past two years, this figure is very optimistic, not to mention that the film has already recovered its production cost overseas before it was released in the mainland.

　

　 For this achievement, Li Xin, the marketing director of Beijing Herui Film Culture Co., Ltd., who is responsible for the marketing of the whole case of Roadside Picnic, and her team also expressed satisfaction. Of course, she still hopes that this film can be seen by more people — — In the process of our interview, Li Xin just finished her roadshow in Shenyang and went to Wuhan. Although her voice was a little tired in the interview, she answered the questions of Zi Shijun in detail. It is not difficult to see that she is full of confidence in the film.

　

　 From 14 years, 15 years to not long ago and recently, with the mainland film market becoming more and more prosperous in the past two years, the cliched survival dilemma of literary films has repeatedly become the focus of attention in the industry. Narrow audience, imperfect channels and limited funds are the most common "complaints", but the team of "Roadside Picnics" has always greeted the market test with a supercilious attitude, and even made interesting attempts and explorations for the promotion and marketing of literary films and even art films.

　

　 Next, let’s listen to Li Xin, the marketing director, and talk to us about how to sell this "magic film of the year" filmed for "Wild Ghosts and Breeze" to the vast number of human fans:

Bi Gan said that his films were made for wild ghosts and breezes.

　

[Talking about the marketing tone]

　

Zi Shijun: What is the whole marketing tone of "Roadside Picnic"?

　

Li Xin:Regarding the whole marketing tone, first of all, we fully respect what this film should look like. It’s actually not just a literary film, it’s actually an artistic film, so we respect it for what it looks like, without deliberate packaging. We will enlarge its advantages and differences from other films.

　

　 The core point of our marketing is that this film must be of good quality and have a good reputation, and we have great confidence in it. So we have been playing its word of mouth and its long shot.

　

　 To win its reputation, we must first hit the core fan base. It may actually have a very narrow audience in terms of film types and other aspects. Therefore, we initially wanted to promote it through the word-of-mouth of the core fans, and also had in-depth cooperation with some places where literary youth and fans gathered, such as Douban.

"Roadside Picnic" official micro-spoof "Beijing paralysis"

　

Zi Shijun: This film is deep and serious as a whole, but many marketing methods on Weibo WeChat are more funny than that … … Does it feel in conflict with the tone of the film?

　

Li Xin:Weibo WeChat is probably maintained by three or four colleagues.

　

　 Well, first of all, the words of new media must be conducive to communication. I think it is more conducive to communication if this kind of thing is grounded. If something like poetry is typed as soon as it comes up, the audience who have never seen the film will definitely feel it. If it is aimed at them, it must be suitable for the public. Let’s use grounded methods.

Bi Gan, who exposed the true nature of teasing, turned the "one seat" speech into a stand-up comedy.

　

　 Including the director himself, who is actually a particularly funny person. When our whole team is doing this, we still hope that it can make the public accept it more easily.

"Roadside Picnic" cooperated with Guevara’s brand "New Projection"

　

[Talking about film arrangement]

　

Zi Shijun: Is there any stage difference in the marketing of this film during the whole release period? The Return of Mount Tai has been released. Are there any adjustments to the film’s publicity and screening strategies?

　

Li Xin:In fact, we have been doing its reputation, and there are some special professional foreign media or some foreign film festival awards for its recognition, the honor the film won, and its 42-minute long shot. Because we were not too worried about its reputation, we also made a nationwide roadshow to let it communicate with fans at every stop.

　

　 If "The Return of Mount Tai" is released, it will have no influence on our publicity. The arrangement of films will definitely have some impact, but we are relatively stable these days, and some well-selling cinemas are also giving us more venues.

　

Zi Shijun: Does this film have the action of "online distribution"?

　

Li Xin:Our copyright was sold to iQiyi, and it will be launched on the 20th. We don’t have the so-called e-commerce intervention to arrange the film. The release of this film is our company’s own arrangement and communication with the cinema. Regarding the cooperation with e-commerce, one is Guevara’s "new screening" product ("film tester" activity), and there are some regular ticket supplements, others are not too deep.

A lot of effort has been devoted to the poster design of "roadside picnic"

　

[Talking about materials]

　

Zi Shijun: What do you think is the biggest difficulty in the promotion and marketing of this film? How to overcome it?

　

Li Xin:The biggest difficulty … … I really haven’t thought about it. After all, it is not a film for the mass market, but we have to sell it to the mass market, so it will definitely be more difficult to walk.

　

　 Perhaps my personal feeling is that it will be more difficult to do it in terms of materials. Because the colleagues in the early stage of the crew are relatively not so professional, and because they have no experience in making long films, the preparatory work in the early stage is not sufficient. When it reached us, there were no materials, including the posters you see now, which were all made by ourselves, and there were not any usable stills.

　

　 But fortunately, I don’t want to say how difficult and bitter it is. Since we have done it, we must be responsible for it and do every step well. We also spend a lot of time and energy on materials.

　

Zi Shijun: There was a trailer with disco as the background music. At that time, I saw some netizens commenting that it misled the audience and made people think it was a fast-paced film. How do you respond to this kind of spit?

　

Li Xin:As for the trailer, the first one is particularly difficult to cut. Our editor cut it for about a month and tried various methods, trying to tell the story or try something, which was more troublesome. If you watch the film, you will know that this film is something that can’t be clearly explained in one or two sentences, so you have to watch it yourself, just by feeling.

　

　 It is normal for netizens to vomit, and it is only when something comes out controversial that it is discussed. In fact, I have collected a lot of feedback here, and I still think this trailer is bold and innovative. At that time, we thought music was very important, at least this feeling would look more emotional, and it was a new attempt. My friends and people in the industry around me still recognize these two versions of the trailer.

　

　 The two trailers you saw, one is the forerunner, the other is the ultimate, and the last is the background music. The editor is cutting and revising every day, probably for more than a month, and different versions are produced every day, and finally these two versions are presented.

At this year’s Strawberry Music Festival, the booth of "Roadside Picnic" attracted many rock youths.

　

[Talking about cross-border]

　

Zi Shijun: How was the cooperation with Modern Sky established? What kind of movies do you think will be more related to the fans at the music festival?

　

Li Xin:That activity was relatively early. Because we have been watching what this film has. I was particularly impressed by the songs in the movie, including the music made by teacher Lin Qiang, which was particularly psychedelic and set off the atmosphere. Then it happened that there was going to be a music festival at that time, and then we wanted not to cooperate with the music festival, and then we found Modern Sky.

　

　 In fact, we didn’t do the kind of cooperation in a particularly special depth, and the exposed effect was certainly not particularly great, but at that time, we thought that this film could be done more, so we did it. We only have a two-square-meter booth, and we have worked hard to arrange it. The effect is not bad, and it was quite unexpected at that time. In the whole modern sky life museum, our people flow is the largest. Then Douban also cooperated with us to do some convening work in Douban.

　

　 There is another reason to cooperate with them. Young artists’ associations prefer to go to their music festivals. Young artists and core fans are our audiences, so we may think that some audiences will overlap with our audience, so we will go. One more exposure is one, and they do have a large flow of people.

　

　 My judgment may not be accurate either, but I think literary films may be more suitable to cooperate with music festivals. Young artists like music festivals and may also like literary films. I think so.

The ingenious "poison tongue commentary audio track" blessed the roadshow.

　

[Talking about roadshows]

　

Zi Shijun: This roadshow is going well. How did you choose the route?

　

Li Xin:Regarding roadshows, we went to many cities, one place every day, including roadshows today. At that time, I also hoped that more people could see the film and then let the director communicate with them.

　

　 The choice of roadshow cities has referred to the route at that time, as well as the cities with good box office of Heart Labyrinth. "Heart maze" was also made by our side before, so we will know more about it. There are also places with a strong literary atmosphere, such as Jiangsu, Zhejiang and Shanghai, where there are many young artists.

　

Zi Shijun: How did you come up with the idea of "audio track of poison tongue comments"?

　

Li Xin:The commentary track is the "value-added service" we talked about this film before.

　

　 Because first of all, the audience of this film must be core fans, and the audience is relatively narrow. We also want to give them a better viewing experience and a value-added service, and then we think about the commentary track.

　

　 Then, we made a commentary track in Shanghai during "Heart Labyrinth", which was not very large at that time, and its equipment and technology were more troublesome, so this time it was also in the roadshow that Xiang made a better service for the core fans, so he did it.

The film derivatives of roadside picnic include notebooks and 6000mAh charging treasures.

　

[Talking about derivatives]

　

Zi Shijun: The derivative design of this film is very compelling. How are they completed?

　

Li Xin:Regarding derivatives, we made notebooks and charging treasures.

　

　 First of all, we think there are poems in this film, which is very literary. In fact, it is quite suitable to be a notebook. Then I think our poster is not bad, so I will use it to make the front and back of the notebook.

　

　 If you have seen the film, you will know that there is a tape in it that is a key thing. We want to make a derivative of the same size, so we made a charging treasure, which is also more practical.

　

　 Just leave it to the production company. It’s not that complicated to make, and the time will not be particularly slow. I also forget how much time it took.

I wonder if the fans who have seen this film have been brainwashed by this magical "Little Jasmine"

　

Zi Shijun: The music of this movie is very distinctive. Have you considered releasing the movie’s OST?

　

Li Xin:The first time I saw the film, I was particularly impressed by the music. Every song was quite interesting, including Little Jasmine and Farewell. However, the distribution of music OST is more troublesome, involving many aspects and various copyright issues, so it has not been considered for the time being.

　

　 Moreover, music will be particularly effective if it is accompanied by a movie. If you listen to it alone, you don’t know if you feel like watching a movie.

Click on the picture below to review the past highlights:


Let the county commerce catch fire： by 2025, the county will basically have chain stores and logistics distribution centers.

By 2025, there will basically be chain stores and logistics distribution centers in counties and counties-
Let the county business fire up.

County commerce will usher in rapid development. On May 19th, the State Council Press Office held a routine briefing on the State Council policy. Wang Bingnan, Vice Minister of Commerce, pointed out at the meeting that during the Tenth Five-Year Plan period, the county-level commercial construction will be implemented, and efforts will be made to establish and improve a rural commercial system with the county as the center, towns as the focus and villages as the foundation, and strive to basically realize the double promotion of farmers’ income and rural consumption in qualified areas by 2025.

Promote the construction of rural commercial system

During the "14th Five-Year Plan" period, the rural circulation work will present "four outstanding"-

Highlight the county as the starting point of work. There are 21,000 towns in China. At present, farmers’ consumption is mainly concentrated in towns. During the "Fourteenth Five-Year Plan" period, the county was regarded as the entry point of rural commerce, including not only the traditional rural areas, but also the towns, in order to adapt to the actual situation of rural circulation and rural consumption, strengthen the central position of the county and give play to the important node function of the towns.

Highlight the two key points of sinking and ascending. Sinking means guiding urban production and circulation enterprises to the countryside, driving new products, new services, new technologies and new ideas to the countryside, and gradually narrowing the consumption gap between urban and rural areas, so that farmers can achieve the same level of consumption environment, the same quality of goods and the same standard of services as cities at their doorsteps. Upward, it is to promote agricultural products to enter the city, establish a closer connection between production and marketing, reduce circulation links, improve circulation efficiency, reduce circulation loss, cultivate agricultural products brands, increase farmers’ income, and let urban consumers obtain agricultural products with better quality and more reasonable prices.

Highlight the modern circulation system. To build a rural commercial system, we should put the quality of development in a prominent position and take the modern rural circulation system as the direction. By promoting informationization, standardization, intensification and standardization, coordinating the construction of software and hardware, filling the shortcomings of rural commerce, changing the backward face of rural commerce, improving the development level of rural commerce, and never engaging in low-level redundant construction and disorderly and unfair competition in rural commerce.

Highlight the double promotion of farmers’ income and rural consumption. Wang Bingnan pointed out that rural circulation connects production and consumption, and the consumption market at the township and village levels accounts for 38% of the total consumption market in China, which has great consumption potential. To improve the modern commercial system in rural areas, it is necessary to increase farmers’ income at the individual level, enhance farmers’ sense of acquisition and happiness, and expand rural consumption at the macro level to form a strong domestic market.

Improve farmers’ consumption ability

In recent years, with the steady improvement of farmers’ income level, the scale of rural consumption has been driven. In 2020, the retail sales of rural consumer goods reached 5.3 trillion yuan, an increase of 26.1% over 2015, which was faster than that of cities and towns for eight consecutive years. The trend of rural consumption upgrading is obvious. In 2020, the per capita consumption expenditure of education, culture, entertainment, transportation, communication and medical security of rural residents will increase by 35.1%, 58.3% and 67.6% respectively compared with 2015.

Liu Decheng, director of the Department of Circulation Development of the Ministry of Commerce, said that in the future, it will continue to increase farmers’ income, improve farmers’ spending power, and give farmers more sense of acquisition and happiness.

Improve the backbone network of agricultural products circulation. Based on the main producing areas, distribution centers and sales areas of agricultural products, we will improve the level of facilities construction and service functions in the primary processing, wholesale and retail of producing areas, promote the effective connection of circulation nodes, and improve the cross-regional production and marketing chain. Identify a number of national backbone agricultural products wholesale markets and backbone circulation enterprises to promote information interconnection and facilities sharing in all aspects of agricultural products production, transportation, warehousing and consumption, and enhance the level of agricultural products circulation serving agriculture.

Expand the coverage of e-commerce in rural areas. Strengthen the overall planning ability of county-level e-commerce public service centers, provide market development, resource docking and other services for e-commerce enterprises, family farms, farmers’ cooperatives and other subjects, and enhance the upward ability of e-commerce services for agricultural products. Reduce rural logistics costs, support postal services, express delivery, logistics, trade and circulation enterprises to carry out market-oriented cooperation, realize unified warehousing, sorting, transportation, distribution and collection, and actively develop unified warehousing and distribution.

Improve the commercialization processing capacity of agricultural products. Accelerate the filling of shortcomings in cold chain facilities of agricultural products, strengthen the cultivation of agricultural products brands, expand and extend the industrial chain, upgrade the value chain, and better promote the effective docking between small farmers and the big market.

Strengthen the long-term mechanism of production and marketing docking. Guide agricultural products circulation enterprises and new agricultural business entities to achieve accurate docking through the development of order agriculture, integration of production and marketing, equity cooperation and other modes. Organize various forms of production and marketing docking activities, encourage all localities to play the role of cooperation between the east and the west, counterpart support, county-enterprise cooperation and other mechanisms, and promote docking resources to focus on helping counties and poverty-stricken areas in rural revitalization.

Improve the rural consumption environment

Wang Bingnan introduced that there is an imbalance between urban and rural development in the current rural commercial field, which is manifested in the low level of rural commercial facilities, low quality of goods and services and poor market order. There are not only market reasons such as low willingness of market participants to enter rural areas, but also institutional factors such as weak supervision. In the next step, we will focus on upgrading in four aspects to greatly improve the rural consumption environment.

Facilities upgrade. In the county, we will focus on upgrading a number of comprehensive business service centers and logistics distribution centers to strengthen the county’s comprehensive business service capabilities. In towns and villages, we will focus on upgrading a number of business centers in towns and villages, increase life service functions, and promote the integration of shopping, entertainment and leisure. In the village, a number of "husband and wife shops" will be transformed and upgraded into new chain convenience stores, and businesses such as express delivery and distribution of agricultural products will be encouraged to be enriched according to local conditions.

Upgrade of goods and services. It is necessary to guide urban production and circulation enterprises to enter the rural market, extend the marketing network to the countryside, develop goods and services suitable for the rural market, and promote the upgrading. At the same time, we will develop rural tourism, folk customs, characteristic culture, leisure agriculture and other services to promote the integrated development of rural business travel, entertainment and sports.

Mode upgrading, namely "transformation" and "integration". Transformation is digital and intelligent transformation. On the one hand, we should vigorously develop rural e-commerce, further expand the coverage of rural e-commerce, focus on solving the "last mile" problem of rural online shopping, and strive to achieve full coverage of express outlets in all administrative villages in 3-5 years. On the other hand, it is necessary to promote traditional rural commercial enterprises to apply modern information technology on a large scale and upgrade their software and hardware. Convergence, that is, to promote the development of cross-border integration in function, and to superimpose functions such as "business+life service" to realize multi-function and multi-purpose in one network.

Regulatory upgrade. During the "Fourteenth Five-Year Plan" period, we will give priority to standardizing the rural market order and strengthening market supervision, improve the linkage mechanism between urban and rural areas, strengthen source management, and severely crack down on illegal business practices such as the production and operation of fake and shoddy goods in rural areas. (Reporter Xu Peiyu)

Join hands to build a healthy community of human health (shared destiny)

　　China’s 22nd aid medical team to Rwanda recently donated a batch of medical and anti-epidemic materials, including medical protective clothing, disposable sterile surgical gowns, medical surgical masks, etc. The picture shows Peng Jikui (left), the captain of China Medical Team, handing over donated materials to Gaxima John, the president of the hospital. Xinhua News Agency reporter Ji Li photo

　　"China will continue to support Cambodia in fighting the epidemic" "China is willing to discuss vaccine production cooperation with South Africa and support South Africa and African countries in fighting the epidemic" "The two sides should implement the consensus we reached on deepening vaccine cooperation in COVID-19 and continue to strengthen anti-epidemic cooperation" … … In a recent telephone conversation with foreign leaders, the Chairman of the Supreme Leader expressed China’s firm determination to support relevant countries and regions in fighting the COVID-19 epidemic.

　　Over the past two years, the Chairman of the Supreme Leader has repeatedly elaborated on the significance of building a healthy community of human beings on the international stage, and put forward a series of major initiatives and measures, which have been widely recognized by the international community and brought light and hope to the world to break through the epidemic to the dark.

　　The epidemic situation is still repeated, and unity against the epidemic is still a major event in the world at present and in the future. In the face of the epidemic challenge, China adheres to the concept of human health community, unswervingly promotes international cooperation in epidemic prevention and control, and unswervingly provides support to all countries, especially developing countries, in fighting the epidemic, showing that it is a big country with the world in mind.

　　China’s idea is deeply rooted in people’s hearts — —

　　"the best way to achieve health and safety for all"

　　COVID-19 epidemic is the most serious epidemic of infectious diseases in the world in the past century. In the face of the sudden severe epidemic, China adheres to the principle of putting people first and life first, and has made great strategic achievements in epidemic prevention and control, and handed over an anti-epidemic paper that can stand the test of time and history. China has joined hands with other countries in the world to overcome the difficulties, and has contributed important wisdom and strength to the global fight against epidemic diseases.

　　"China is willing to work with France to promote international cooperation in epidemic prevention and control, and support the United Nations and the World Health Organization to play a central role in improving global public health governance and building a healthy community of human health." In March, 2020, when the Chairman of the Supreme Leader sent a message of condolence to French President Macron about the epidemic in France, he first proposed "building a healthy community for human beings".

　　On March 26th, 2020, G20 leaders should hold a special summit in COVID-19. At the summit, the Chairman of the Supreme Leader put forward four initiatives: resolutely preventing and controlling the COVID-19 epidemic, effectively carrying out international joint prevention and control, actively supporting the role of international organizations, and strengthening the coordination of international macroeconomic policies, which pointed out the direction for global unity against the epidemic;

　　On May 18, 2020, at the opening ceremony of the video conference of the 73rd World Health Assembly, the Chairman of the Supreme Leader announced that China would support five measures of global anti-epidemic cooperation, including providing US$ 2 billion in international aid within two years, and China COVID-19 vaccine will be used as a global public product after it is developed and put into use, which will inject important impetus into global solidarity and anti-epidemic;

　　On June 17, 2020, the Chairman of the Supreme Leader put forward a series of important initiatives and propositions at the special summit of China-Africa solidarity against epidemic diseases, which showed the firm determination of China and Africa to unite against epidemic diseases and overcome the difficulties together, and pointed out the way forward for China-Africa cooperation against epidemic diseases and pragmatic cooperation.

　　On May 21, 2021, at the Global Health Summit, the Chairman of the Supreme Leader further put forward five proposals to promote international anti-epidemic cooperation, and announced five major measures to support global anti-epidemic cooperation, injecting strong confidence into the world’s early victory over the epidemic and economic recovery;

　　On January 17, 2022, at the video conference of the World Economic Forum, the Chairman of the Supreme Leader once again stressed that all countries in the world should strengthen international anti-epidemic cooperation, actively carry out drug research and development cooperation, build multiple anti-epidemic defense lines together, and accelerate the construction of a human health community;

　　… … … …

　　International people have pointed out that "building a human health community is the best way to achieve health and safety for all", and "China has actively carried out international anti-epidemic cooperation, showing the role of a big country, and the concept of a human health community has become more deeply rooted in the hearts of the people".

　　China keeps his word and does what he says — —

　　"Showing the spirit of generous and selfless international cooperation"

　　Action is the most vivid language.

　　China has shared epidemic prevention and treatment programs with 180 countries and more than 10 international and regional organizations; Sending 37 medical expert groups to 34 countries; Providing a large number of anti-epidemic materials to more than 150 countries and 14 international organizations … … To build a healthy community of human beings and promote international cooperation against epidemic diseases, China has become an active activist in practicing the concept of a healthy community of human beings.

　　China has provided more than 2.1 billion doses of vaccines to more than 120 countries and international organizations, making it the largest supplier of vaccines to foreign countries. China has successively transferred technology to 20 countries and cooperated in vaccine production, forming an annual production capacity of 1 billion doses of vaccines overseas. China vaccine spans thousands of waters in Qian Shan, protecting the health of thousands of people in Qian Qian.

　　Calasans, a Brazilian nurse, works in the intensive care unit of Emilio Ribas Institute of Infectious Diseases in Sao Paulo. She received the first dose of China vaccine on January 17th last year, and was also the first vaccinator in Brazil. With the continuous promotion of vaccine cooperation between China and Brazil, about 68% of the population in Brazil has completed the whole vaccination of COVID-19 vaccine. "My wish made a year ago has come true. Most people in Brazil have been vaccinated with COVID-19 vaccine, including my mother and grandmother." She said, "People are increasingly trusting the China vaccine, which is a life-saving vaccine."

　　In Zimbabwe, thanks to the China vaccine, victoria falls became the first town in the country to achieve mass immunization. ZTN TV, the mainstream media in Tianjin, specially produced a documentary for this purpose, praising the Tianjin-China vaccine cooperation project for building a "health shield" for victoria falls. It is described in the documentary: The reason why Waterfall City can get out of the epidemic so quickly and become one of the first tourist destinations in southern Africa is due to the strategic decision of COVID-19 vaccine cooperation between Tianjin and China.

　　"China has provided vaccines to many countries and international organizations, including Pakistan, and its contribution to the global anti-epidemic is indelible." Munir Akram, President of the United Nations Economic and Social Council and Pakistani Permanent Representative to the United Nations, said, "China supports the global anti-epidemic and demonstrates the spirit of generous and selfless international cooperation."

　　Set an example for uniting against the epidemic — —

　　"China’s support is crucial to multilateralism."

　　The epidemic situation is a centralized test of the global health governance system and a test of multilateralism. China has always maintained and practiced true multilateralism, unswervingly promoted international cooperation against epidemic diseases, and persisted in working with the international community to jointly promote the building of a healthy human community.

　　The Chairman of the Supreme Leader pointed out that "all the global problems facing mankind cannot be solved by any country alone, and global actions, global responses and global cooperation must be carried out", and "China will continue to hold high the banner of true multilateralism, adhere to the intersection with the world and keep pace with the times, and make greater contributions to global development while realizing its own development".

　　China firmly supports the United Nations and the World Health Organization to play a leading role in the fight against the epidemic, and firmly supports strengthening the global public health system and improving the ability to cope with global challenges. China stressed that it is necessary to strengthen the role of the World Health Organization, promote the prevention and response to global disease pandemics, firmly secure the fence of safeguarding human health and safety, and build a healthy community of human beings.

　　The "vaccine gap" has become the biggest obstacle to overcome the epidemic at present. Only 5% of the population in low-income countries are fully vaccinated, which is far from the vaccination rate in high-income countries, which will further aggravate global inequality. Not long ago, China signed an agreement with the Global Alliance for Vaccine Immunization to donate $100 million to the COVID-19 Vaccine Implementation Plan to distribute COVID-19 vaccines to developing countries. China firmly promotes the fair distribution of vaccines around the world, which will help to achieve the goal of vaccinating 70% people in all countries by the middle of this year as soon as possible.

　　"China’s support is crucial to multilateralism." UN Secretary-General Guterres said that in a world full of uncertainties, China firmly upholds multilateralism, fairness and justice, the purposes and principles of the UN Charter, and gives certainty, confidence and hope to the world.

　　Those who observe the situation are wise, and those who follow the trend are wise. China will, as always, join hands with all parties and make new contributions to building a healthy community of human health.

Is the new driving test too difficult？ Don’t worry! The traffic police have drawn the key points for your preparation.

　　Known as "the most difficult in history", the new driving test regulation was officially implemented on October 1st. Due to the National Day holiday, the new driving test standard in Hangzhou was implemented on the first day of October 9th. According to the introduction of the vehicle management department of Hangzhou public security traffic police, there were 194 subjects in the second exam that day, with a pass rate of 63.4%; There were 89 subjects in the third exam, and the qualified rate was 21.3%. These new changes in the driving test must be seen if you haven’t taken the test yet!

　　Let’s compare the data before the implementation of the new regulations. The pass rates (average) of subject 2 and subject 3 are 73.43% and 68.92% respectively. We can find that:

　　The qualified rate of subject three dropped by more than half.

　　Based on the data of October 9, October 10 and October 11, the average pass rate of subject 3 is about 35.3%, which is more than half lower than the previous average pass rate of 68.92%.

　　However, from 21.3% to 40% and then to 44.59%, the qualified rate of subject 3 has been significantly improved.

　　Compared with subject 3, the qualified rate of subject 2 is not so obvious, but slightly decreased.

　　What is the biggest difficulty?

　　Subject 3: The speed does not match the gear.

　　Zhou Gan, chief of the examination section of Hangzhou Traffic Police Vehicle Management Office, said that the biggest loss point is that the speed does not match the gear. "Now it is the whole process of judging. Candidates need to be familiar with and master the use of each gear, and some candidates are used to going to the end of a gear or not using the highest grade during driving." He explained.

　　Subject 2: Ramp Start and Fixed Parking

　　In subject 2, detailed requirements have been added to items such as reversing into the warehouse, side parking, ramp start and fixed-point parking, and the comprehensive examination shows that the most missing items are ramp start and fixed-point parking.

　　According to Zhou Gan, for the fixed-point parking and starting project on the ramp, the hand brake must be tightened when parking is added, otherwise 10 points will be deducted; It is clear that the edge line of the wheel rolling road is unqualified; Added 10 points if the car body is more than 50 cm away from the road edge line after parking, and it will be deducted between 30 and 50 cm.

　　Focus on assessing the ability in three aspects.

　　The person in charge of the vehicle management department of Hangzhou Traffic Police introduced that the focus of the new standard change is to assess the ability in three aspects: First, the cognitive ability of signs. Through the "crosswalk line, school area, bus stop" and other projects, the phonetic test instructions are not issued, and the deceleration is required to be observed by yourself. The second is to improve civilized driving habits. Use the turn signal in advance before starting, turning, changing lanes, overtaking and pulling over, and turn on the turn signal for not less than 3 seconds. The third is to enhance the awareness of safe driving. Vehicles, pedestrians and non-motor vehicles with priority must be actively avoided when crossing crosswalks, going straight through intersections and turning left and right at intersections.

　　The proportion of safe driving topics has increased.

　　Subject 1, Subject 3 Common Sense Test of Safe and Civilized Driving: New types of questions were added, and the proportion of safe driving questions increased.

　　The contents of subject 1 involving common sense of safe and civilized driving are all adjusted to subject 3, common sense examination of safe and civilized driving; Adjust the proportion of examination content, improve the proportion of road traffic safety laws and regulations, safe and civilized driving knowledge examination questions, and list the common sense of civilized driving and typical accident cases.

　　Subject 1, Subject 3 Add situational test questions to the common sense test of safe and civilized driving, simulate the actual road traffic scene through text, pictures, videos and other situational forms, and assess the candidates’ ability to recognize, judge and deal with the actual road traffic situation.

　　Subject 2:

　　The project remains unchanged, and some details are required.

　　1. Back into the warehouse. Stop by unqualified to stop every time 5 points; A time limit has been added, and the unqualified test item has not been completed for more than 210 seconds; A deduction item for the control line has been added, and both front wheel touchpoints must pass through the control line before reversing into the warehouse, so as to improve candidates’ ability to adjust margins by themselves.

　　2. Stop and start at a fixed point on the ramp. New parking must tighten the handbrake, otherwise 10 points will be deducted; It is clear that the edge line of the wheel rolling road is unqualified; Added 10 points if the car body is more than 50 cm away from the road edge line after parking, and it will be deducted between 30 and 50 cm.

　　3. Side parking: a time limit has been added, and the unqualified test item has not been completed for more than 90 seconds; Added a deduction of 10 points for the car body that can’t go out, that is, the car body touches the sideline of the garage while driving; Added the link of deducting points for using turn signals from the warehouse; Stop from unqualified to stop every time 5 points.

　　4. Curved driving: the project is uniformly set as an S-shaped driving route, which turns left first and then right; When a large car is driving, if the gear is not hung above the second gear (inclusive), 5 points will be deducted.

　　5. Right-angle turn: A penalty link for using turn signals has been added, that is, turn on the turn signals before turning and turn them off after turning; Stop from unqualified to stop every time 5 points.

　　Subject 3:

　　More details are required and more difficult.

　　1. To avoid the risk of blind spots, remember to "look back". In order to avoid missing large blind spots, drivers are required to "look back" before starting, changing lanes, pulling over, overtaking, turning around and other projects. It is understood that the driver can quickly look back at the fan-shaped blind area of about 45 degrees behind the shoulder, which can largely avoid accidents due to blind spots in the line of sight.

　　2. Cancel the prompt tone such as "crosswalk, school". Phonetic test instructions will not be issued through crosswalks, school areas and bus stops, but students still need to brake+slow down+give way when passing through such areas, and those who do not slow down will fail directly. At the same time, in the examination equipment, the obvious suggestive content has also been deleted. For example, the hint of gear, "Please add gear to second gear and third gear", has also been cancelled.

　　3. The new regulations have strict requirements on lighting. Turn on the turn signal in advance when changing lanes. However, if the turn signal is automatically turned off during turning, it will be directly judged as unqualified! Another example is that before starting, turning, changing lanes, overtaking, and stopping by the side, it is unqualified not to use or misuse the turn signal, and turning on the turn signal for less than 3 seconds is also unqualified.

Interview with Yue Xueyuan, editor-in-chief of Sichuan Observation, to explain in detail the way of ＂Sichuan Observation＂ breaking the circle.

Sichuan Radio and Television Station entered the new media four years ago. As early as 2017, "Sichuan Watch" set up accounts in various Internet channels to publish content. But it was not until 2020 that "Sichuan Watch" entered the fast lane of rising powder. The number of fans has accumulated from 0 to more than 80 million. In Yue Xueyuan’s view, the key to qualitative change caused by quantitative change is to find a new media operation mode in the Internet era.

Subscribers range from 0 to 80 million.

The popularity of "Sichuan Watch" should start from 2019.

In March 2019, Sichuan Watch released its first video in Tik Tok. At the beginning, this number was not updated frequently, and there was no regularity at all. I filmed short dramas and imitated the content styles of other explosive accounts at that time, but the effect was not obvious, and the number of likes was only around a few hundred.

In August 2019, Sichuan was hit by a rainstorm, and officers and men of the armed police were put into the front line of rescue and disaster relief. At that time, "Sichuan Watch" released a video of the armed police running to help the disaster area, and the masses sent food themselves, and the number of praises reached 650,000. After several months of trying, "Sichuan Watch" put the main track on the pan-information.

In 2020, the update frequency of "Sichuan Watch" has obviously accelerated, with an average of about 20 videos released every day, most of which are related to the epidemic hotspots at that time. Short video styles tend to be unified: the top and bottom of the video are marked with obvious subtitles, and the picture is played in the middle. In April 2020, the number of users of Sichuan Watch in Tik Tok exceeded 8 million.

After the epidemic situation stabilized, the content of "Sichuan Watch" spread from local news to all aspects: including international current affairs, people’s livelihood disputes, entertainment gossip, animal world and anecdotes. Its update frequency, update speed and wide content coverage have attracted many netizens’ attention to the Tik Tok, and "Sichuan Watch" has also been dubbed as "looking around" by netizens. The emergence of "Sichuan Watch Looking Around" is a watershed in the surge of subscribers to "Sichuan Watch".

After this stalk became popular, as long as "Sichuan Watch" didn’t move for a period of time, netizens would swipe the screen in the comment area-"You haven’t updated it for xx minutes." The news reporting method of "Sichuan Watch" has aroused discussion in the whole network. A lot of content produced by it has been transported across platforms, and many netizens and media have forwarded it as "tap water".

After leaving the circle, the number of fans of "Sichuan Watch" surged, growing at a rate of 1 million almost every day at the most lively time. By the end of 2020, the number of Tik Tok fans of Sichuan Watch exceeded 40 million. The out-of-the-box account of Tik Tok has also driven the growth of account fans on other platforms. As of the press release date, the number of fans on all accounts has exceeded 80 million. In the view of Yue Xueyuan and his team, the popularity of "Sichuan Watch" is not accidental: First, the team has grasped its core advantages-being born in traditional media and having a solid foundation for news production; The second is to find a model suitable for new media communication.

"How to do a pan-information short video? Everyone is groping. We have accumulated some experience by trying on the short video platform. However, Tik Tok’s model cannot be completely copied to other platforms such as Weibo and bilibili. Different platforms, different audiences and different user habits, so it is more accurate in operation. "

Yue Xueyuan further shared the new media operation model currently explored by "Sichuan Watch": First, follow the news law, and a good pan-information short video product also needs to include all the elements of news; Secondly, different strategies are needed to launch products in different channels. What topic is suitable for Weibo to do, whether it is voting or long text? What are the user preferences in Aauto Quicker? Different channel contents need to have different emphases. At the same time, the operation of fans is also very important, and it needs someone to be responsible. Which points of fan comments should be selected for reply? How to reply? Everything behind it is worthy of scrutiny.

In the era of information explosion, behind this whole new media process, a strong editorial team and a clear editorial process are needed to support it. Team response speed must be fast, and it must be able to accurately capture network hotspots. The report on Ding Zhen’s incident reflects the hot spot sensitivity of "Sichuan Observation".

In November 2020, on the day of Ding Zhen’s short video explosion, the "Sichuan Watch" team was still in a meeting at 11 o’clock in the middle of the night. "We thought he would become a phenomenal figure at that time, so we found the local government and the person in charge of media liaison at the first time." Yue Xueyuan introduced that at the beginning, the manuscripts and interviews of "Sichuan Watch" were all through the local news media. Dante really became popular, and various comments about him began to appear on the Internet, including some negative comments. "As a news event, it is convincing to arrive at the scene, so we quickly sent a team to the local area. Ding Zhen’s series of reports are arranged according to our judgment and direction of this news event. "

For the Ding Zhen incident, "Sichuan Watch" reported in various forms, including short videos and live broadcasts. Sichuan Radio and Television also invited Ding Zhen to participate in the New Year’s Eve party. After Ding Zhen became popular for more than half a year, "Sichuan Watch" produced a 16-minute Chinese video for re-recording. "An amateur can detonate the whole network through a short video, which is the change of communication ecology brought about by the development of the times. For our media, whether it is doing TV news before or doing short video content today, the key is to find the pulse of the development of this era. " Yue Xueyuan said.

Create together with users

In the face of netizens’ urging, "Sichuan Watch" replied: "This audience is too difficult to take. Is it really the donkey of the production team?" After "Sichuan Watch" became popular, CCTV News Tik Tok made a special issue to analyze the reasons behind it. "Sichuan Watch" also quickly followed up, editing CCTV’s comments into a funny short film called "Sichuan Watch, CCTV News Watch, Sichuan Watch", which once again triggered the enthusiasm of netizens.

The success of "Sichuan Watch" is inseparable from the interaction with netizens. However, in the new media era, the fan operation is more than just replying to netizens with a few witticisms. There is a deeper communication logic and psychology behind it. In short, it is to find empathy with netizens and create content with users.

One case is the report of Sichuan Watch last year about a girl crying on an online dating car. It was the girl’s birthday, but she needed to return to the company to work overtime when she received a call temporarily. The girl couldn’t help but collapse and cry on the online car. This scene was recorded by the driving recorder on the car. After getting this news, "Sichuan Watch" immediately pushed it, and many netizens sent birthday wishes to this girl in the comments. A host of "Sichuan Watch" also quickly produced a vlog. The host is also a foreigner, and she understands the girl’s feelings very well. Whether it’s the video of a girl crying in the car or the vlog made by the host, it hits the softest place in the hearts of netizens.

Another example happened in the live broadcast room of the "Sichuan Watch" short video platform. Every day, "Sichuan Watch" will broadcast the real-time scene of the road outside Chengdu Global Center, with only background music and no anchor commentary, and it will be updated 24 hours a day. At the peak, the number of viewers in the live broadcast room reached 10 million. The comment area of the live broadcast room has also become a "tree hole" for many netizens, where people express themselves, spit, make wishes and chat.

Whether it is the encouragement of birthday girls or the guardianship in the live broadcast room, it is reflected that strangers behind the network can accompany and comfort each other in the public space of the network. Yue Xueyuan revealed in a public speech that sometimes "Sichuan Watch" can even receive tens of thousands of submissions in one day. "Of course, these are not all news, and even fans keep diaries in the background, which also shows that we are emotionally connected with users. Sichuan Watch’ may be a group of people gathered into a personality, which produced’ we’ through user interaction. "

Localization and verticalization are the direction to break the situation in the future

How to maintain user stickiness after the number of users reaches a certain scale? How to explore the commercialization mode of "Sichuan Watch" media matrix? The number of users has reached today’s scale, which is only the beginning of the journey of "Sichuan Watch" new media.

There are about 100 people in the "Sichuan Watch" team. Sichuan Radio and Television Station has set up an all-media news center with more than 600 people, and all news ports such as website, radio station, information channel, satellite TV news, rural news and cultural news are built in it. All news departments in the station will contribute to Sichuan Watch.

If divided by content form, "Sichuan Observation" mainly includes the following aspects:

The first is short video production, including information flow content and IP production. As a news media, "Sichuan Watch" must ensure that the daily information supply reaches a certain volume. At the same time, based on its own brand, "Sichuan Watch" will also produce some IP-based short video content, such as "Spicy Room" on Tencent News.

The second is live broadcast. There are two modes of live broadcast: first, the master of incubation, the anchor of live broadcast must first be a master of some aspects, in order to produce more practical guidance to users; The second is the sudden live broadcast, which is the news media’s housekeeping skill. For all the breaking news in Sichuan, the "Sichuan Watch" team will strive to arrive at the scene at the first time, turn on the camera and transmit their own signals.

In 2020, Sichuan Radio and Television Station also established an MCN cross-project business unit. "Sichuan Watch" is responsible for the content and part of the operation, and another company in Taiwan, Golden Panda New Media Co., Ltd., is responsible for the main commercial operation. After the commercialization path of MCN business is clear, some monetization methods of vertical accounts will open up space.

In addition to the above business, the operation of Sichuan Watch App is a major focus of the "Sichuan Watch" team. Even if the major Internet giants have mastered many traffic portals, Yue Xueyuan believes that the opportunity for traditional media to launch Internet channels still exists, and this opportunity lies in localization. On the national platform, some local information, including the release of some policies and guidelines, is easily overwhelmed, but the demand of local users for these information and services is rigid.

"Professional Ability Training Course for Employees of County-level Media Center in Sichuan Province" went into Sichuan to observe and carry out on-site teaching.

According to reports, the development of Sichuan Observation App will become more and more localized and life-oriented. The localized client is very suitable for local government and enterprise customers to interact. In addition, many aspects of local medical care and education are closely related to people’s lives. Although some national platforms can do sub-channels, it is still difficult to implement them. These are one of the directions for local media to be clients.

At the same time, the operation of the client has also greatly exercised the team’s ability, including production ability, operation ability and judgment ability of content. "You need users-a large number of users to train your overall perception of the Internet. The client is actually not only a content channel, but also a way to publish content. Your technical ability and operational ability can be reflected in it." Yue Xueyuan said.

Just as Uncle Bing, the host of CCTV News, analyzed the popularity of "Sichuan Watch": "Sichuan Watch" subverts the audience’s traditional cognition of local media, and its quality, speed and online sense are all online. No matter how broken the circle, traditional media people can’t lose their housekeeping skills, with real content, rapid news and rich sources of contributions. The popularity of "Sichuan Watch" is unexpected and reasonable. I hope more and more similar accounts can break the circle and really play the guiding role of mainstream media on the new media platform.

Dialogue with Yue Xueyuan, Editorial Board Member of Sichuan Radio and Television Station and Editor-in-Chief of Sichuan Watch;

I hope to form a talent matrix outside the media matrix.

Interview/Chen Dan

Variety Daily: How did Sichuan Watch accumulate more than 80 million fans step by step? Which key nodes and decisions played a role in the development process?

Yue Xueyuan:The first is the support from Taiwan. When we first started making new media in 2017, short videos and live broadcasts were not so popular, and there were some opposition voices in Taiwan. However, the new media strategy formulated by Taiwan has been firmly promoted, and finally we seized this outlet.

The second is the promotion of the studio system. In 2018, we set up a number of studios, which have greater autonomy to innovate, including the currently established MCN team and the prototype of the studio.

The third is the establishment of MCN cross-project division. Taiwan has thought of many ways for us, including promoting the business convergence of different departments. The establishment of this division laid a foundation for the future business development of MCN.

Variety Daily: In the era of information explosion, the enthusiasm and attention of users gather quickly and dissipate quickly. After gaining a huge number of fans and traffic, how to maintain users’ attention and stickiness is also a difficult problem for many media. What are the successful experiences of "Sichuan Watch"?

Yue Xueyuan:For many talented people and online celebrity, their enthusiasm is really easy to dissipate. However, the content of pan-information is different, many events will happen all the time in the world, and the information is different every day, which puts forward higher requirements for the team’s news business ability. In the matrix and structured media operation, we need to make the timeliness, depth and width of the content, and strive to produce more exclusive content.

In the future, we also hope to form a talent matrix. The host and brand column of radio and television system are actually equivalent to the talents on the network. The operation of Daren and the operation of the vertical number will be the focus of our efforts.

Variety Daily: What is the development plan of Sichuan Watch in the future? What are the short-term and long-term development goals?

Yue Xueyuan:Our short-term goal is to make one or two talent models this year. In the long run, we hope to scale and model these operational capabilities and technical capabilities accumulated on the Internet, and realize commercialization through large-scale application.

For example, "Sichuan Watch" is a media matrix of client plus various channels, many of which involve interactive technology. Therefore, we have established a multi-module interconnected technology platform, in which there are many interactive technology research and development, including the template development of some client apps. In the future, we hope that these templates, technical packages and some interactive tools can provide services for other teams in the market who want to do MCN business and new media business.

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