Urban water accumulation. Image source: Network

　　When rainstorm weather occurs, it is often accompanied by lightning and gale, which often leads to flash floods, river flooding, waterlogging, destruction of crops, buildings and materials, casualties of people and animals, crop failure or failure, traffic and communication obstruction, etc. Heavy rain can directly cause disasters, and also easily induce geological disasters such as collapse, landslide and debris flow. Rainstorm and flood disasters involve industrial and agricultural production, transportation, communication, building facilities, urban operation, people’s daily life, ecological environment and other aspects.

　　Rainstorm itself is a natural phenomenon, but it is also one of the most important disastrous weather in China. In other words, rainstorm is potentially destructive and dangerous. If a rainstorm does not directly cause casualties and social property losses, it is not a rainstorm disaster. There are several factors that determine whether a rainstorm causes a disaster, besides natural factors such as rainfall intensity, duration and the time when a rainstorm occurs, it also depends on social and human factors such as geographical environment, socio-economy, population, disaster prevention and resilience.

　　The intensity and duration of rainstorm are the most basic disaster-causing factors. If the rainfall of 50 mm is evenly distributed and falls within 24 hours, which is equivalent to the rainfall of 2 mm per hour, people will feel it is a gentle drizzle. But in fact, the rain does not fall evenly, and it often rains a lot in a short time. On the one hand, the intensity of rainstorm mentioned here refers to the amount of accumulated rainfall in 24 hours (1 day). For example, on November 9, 2004, there was a rare rainstorm in late autumn in Taizhou and Wenzhou, Zhejiang Province, in which Wenling’s 24-hour rainfall reached 253 mm, breaking the record of the largest daily rainfall in November in the province. On August 7, 1975, the rainfall in Shangcai, Henan Province reached 755.1 mm, which is also the extreme value of daily rainfall in China. On the other hand, it refers to the amount of rainfall per unit time, such as hourly rainfall and minute rainfall. China has recorded 5 minutes of rainfall of 53.2 mm (appearing in Meitonggou, Shanxi Province on July 1, 1971), and the extreme rainfall of 1 hour is 198.3 mm (Linzhuang, Henan Province on August 5, 1975). On July 18, 2007, a heavy precipitation weather process occurred in Shandong Province, in which the maximum rainfall in Jinan city reached 151 mm in one hour, the highest in history since 1958. On July 21-22, 2012, a torrential rain occurred in Beijing. The rainfall was concentrated in 20 hours from 10: 00 on the 21st to 6: 00 on the 22nd. The rainfall in Hebei Town of Fangshan District reached 460.0mm, and the hourly rainfall in 18 meteorological observation stations exceeded 80mm, with the maximum hourly rainfall reaching 100.3mm..

　　Large-scale severe rainstorm disasters have a great relationship with the long duration, or a rainstorm process lasts for several days, or there are many rainstorm processes in a period of time. For example, the rainstorm disaster in Jianghuai area in 1991 caused direct economic losses as high as 27.5 billion yuan. Not only the rainfall is heavy, but also it lasts for a long time. During May-July, there were many heavy rains. There are three main rainfall periods, with frequent rainfall in Jianghuai and nearby areas from May 18 to 26. On June 2-19, there were several torrential rains in the Jianghuai and Taihu basins. On June 12-14, the precipitation in Shouxian and Yingshang in Anhui reached 421 mm and 414 mm respectively. From June 29 to July 13, the rainy area was located in the Jianghuai and Taihu basins again, and the 24-hour precipitation in Guangmingding, Huangshan, Anhui Province reached 328.4 mm. From June to August, 1998, the torrential rain and flood disaster occurred in the whole basin of the Yangtze River, and the number of rainy days generally exceeded 40 days, and some of them reached more than 60 days. At the same time, there are persistent heavy rains in Songhua River and Nenjiang River basins, with rainfall days generally exceeding 35 days and some exceeding 55 days. In that year, the flood in economical loss reached 255 billion yuan.

　　When the rainstorm occurs, the geographical environment becomes an important factor affecting the occurrence of disasters. Geographical environment includes topography, landform, geographical location and river distribution. Under the action of heavy rain, the plateau and mountainous areas are most likely to induce flash floods, landslides, mudslides and other secondary disasters. Generally speaking, the terrain of basins and mountainous plain areas has a certain slope, and most of them are terraced platforms along the river, with good drainage conditions and limited flooding range, which will not cause major disasters. However, if we encounter high-intensity and large-scale heavy rain, especially persistent heavy rain, it is easy to cause serious disasters such as flooding the city. Because of its flat terrain and vast area, the plain area is dominated by flooding disasters. China’s plains are concentrated in the east, that is, the middle and lower reaches of several major rivers, such as the Yangtze River, the Yellow River, the Haihe River, the Huaihe River, the Pearl River and the Songhua River. River floods mainly come from the upper and middle reaches, and the peak height is large after entering the plains. If the flood discharge capacity of rivers is weak, it is easy to cause floods. After the flood, because the plain is flat and the flood speed is relatively slow, it is not easy to cause heavy casualties. However, the plain area has developed economy, dense population and concentrated cities. Once a serious flood disaster occurs, the economic losses and the damage to social life will be enormous.

　　Human factors will also play a direct or indirect role in the disaster caused by heavy rain. The destruction of forest vegetation will lead to soil erosion. On the one hand, forest can intercept precipitation, on the other hand, forest soil has high permeability and good water storage. The destruction of forests directly leads to soil erosion, siltation of river channels and elevation of river beds, which reduces the flood regulation and storage capacity of rivers and their surrounding areas. Reclaiming land around lakes affects flood storage capacity. Damming lakes and reclaiming farmland from rivers will reduce the water area of rivers and lakes, hinder the smooth flow of rivers, and greatly reduce the flood storage capacity. Once a large amount of precipitation or upstream water sinks into the river, it will cause the river to skyrocket and flood. Invade rivers or flood storage areas, resulting in poor running water. Planting crops or even building houses and roads in floodplains or flood storage areas will reduce the area of land that can absorb water, and buildings will easily flood and cause huge losses. In addition, excessive pumping of groundwater will cause land subsidence, which will also aggravate the risk of flood disaster.

　　When rainstorm weather occurs, it is often accompanied by lightning and gale, which often leads to flash floods, river flooding, waterlogging, destruction of crops, buildings and materials, casualties of people and animals, crop failure or failure, traffic and communication obstruction, etc. Heavy rain can directly cause disasters, and also easily induce geological disasters such as collapse, landslide and debris flow. Rainstorm and flood disasters involve industrial and agricultural production, transportation, communication, building facilities, urban operation, people’s daily life, ecological environment and other aspects.

　　However, heavy rain is not without its merits. Heavy rain often causes disasters, but it also benefits mankind. In the right place and at the right time, the advantages of moderate rainstorm outweigh the disadvantages. After a long drought, a heavy rain will lift the drought; During the high temperature and summer drought in southern summer, heavy rain can not only relieve the drought, but also drive away the heat; In many places in the north, the annual precipitation depends on one or two heavy rains, and there is no drought when there is heavy rain; At the moment when the contradiction of water resources is prominent, it is hoped that heavy rain will store more water in the reservoir to alleviate the shortage of urban water. Therefore, we should seek advantages and avoid disadvantages, and make scientific use of precipitation resources brought by heavy rain to benefit mankind.

　　(Source: Meteorological Knowledge Editor: Wang Ruojia)

　　CCTV News:Recently, the General Office of the State Council announced the fourth national government website spot check in 2016. So far, hundreds of unqualified government websites have been notified, but few officials have been held accountable. However, just a few days ago, Dong Haifeng, director and party secretary of Danzhou Municipal Bureau of Commerce in Hainan Province, was sentenced to administrative demerit and warning within the party for "dereliction of duty caused the website of the bureau not to be updated for a long time".The reporter inquired about the public report and found that this is the first case in China that was held accountable for failing to fulfill the responsibility of information disclosure.

　　At present, the original website of Danzhou Municipal Bureau of Commerce in Hainan has been permanently shut down, and the relevant content has been moved to the government information disclosure column of the provincial government portal.

　　The website has not been updated for a long time, and the director has been put on file for review.

　　On November 2, 2016, Danzhou Municipal Bureau of Commerce was notified as an unqualified government website by the Secretariat Bureau of the General Office of the State Council because of the outstanding problem of "the front page has not been updated for a long time", which is the only website notified in Hainan Province. After that, Liu Cigui, governor of Hainan Province, instructed that it should be dealt with seriously. Recently, the Danzhou Municipal Commission for Discipline Inspection also reported this case as a typical case of "no official, no responsibility", and the Danzhou Municipal Committee put Dong Haifeng on file for review.

　　According to "Hainan Daily" reported on February 6, the Commission for Discipline Inspection of Danzhou City, Hainan Province reported five typical cases of not being an officer and not taking responsibility, including "Dong Haifeng, director and party secretary of Danzhou Municipal Bureau of Commerce, Hainan Province, was notified by the Secretariat of the General Office of the State Council that the website of the bureau was not updated for a long time due to dereliction of duty.”。

　　According to the circular, Dong Haifeng, as the main person in charge of the Municipal Bureau of Commerce, has important leadership responsibilities, and his behavior has violated work discipline. On December 6, 2016, the municipal party Committee decided to file a case review of Dong Haifeng’s disciplinary behavior. Now, two months have passed, and the reporter recently learned exclusively that Dong Haifeng was given administrative demerits and warnings within the party respectively.

　　Why is this punishment? Party discipline and regulations have a basis.

　　Wang Zhengjie, director of the Information Disclosure Division of the General Office of the Hainan Provincial Government, said that the punishment of Dong Haifeng by the Danzhou Municipal Party Committee and the Municipal Government is well-founded in party discipline and regulations.

　　Wang Zhengjie said that official website, the Danzhou Municipal Bureau of Commerce, failed to update for a long time, which was "inaction" and was notified by the General Office of the State Council. Therefore, Danzhou City imposed administrative demerits on him according to the first and second items of Article 35 of the Regulations on the Openness of Government Information. Among them, the first case is "not fulfilling the obligation of government information disclosure according to law", and the second case is "not updating the open government information content, government information disclosure guide and government information disclosure catalogue in time".

　　According to the relevant regulations of the party, Danzhou Municipal Committee gave Dong Haifeng a warning within the party for failing to perform his duties.

　　Some websites have doubts. In the second national government website spot check report published by the State Council in 2016, the official website of the Housing and Urban-Rural Development Bureau of Baoting Li and Miao Autonomous County of Hainan Province also appeared on the notification list because "many columns were blank". Why didn’t the relevant person in charge be punished at that time? Wang Zhengjie said that many columns of Baoting Housing and Construction Bureau in official website were blank because the website was in the revision period and there were information and contents in the database. According to the situation at that time, the instructions of the leaders were not so strict.

　　Expert: I hope this case can open the precedent of accountability system for information disclosure in China.

　　According to the information released by the State Council a few days ago, at present, 84% of provinces (autonomous regions and municipalities) in China have established an accountability mechanism for problematic websites. At the provincial level, except for Xizang, Guangdong, Heilongjiang, Liaoning and Shanxi, other provinces in China have established accountability mechanisms for problematic websites. Although accountability mechanisms for problematic websites have been established in various places, in practice, there are few news that the main person in charge of administrative units is held accountable for poor information disclosure.

　　Scholars expressed the hope that this case can open a precedent for the accountability system of information disclosure in China and enable governments at all levels to perform their duties of information disclosure through various measures.

At 15 o’clock on December 16, 2023,

Nanpan Community, xiaodian district, Taiyuan City, Shanxi Province

A carbon monoxide poisoning accident occurred in a self-built rental house.

29 people were injured.

Basic information of the accident unit

Zhao, a villager from Nanpan Village, xiaodian district, Taiyuan City, Shanxi Province, built a new five-story building with 74 rooms and a construction area of 1,820 square meters on the homestead he applied for in July 2023.

In August, 2023, Zhao named his self-built house "Yunduo Accommodation" and rented it out for a long time. The tenants were mainly employees of Foxconn Precision Electronics (Taiyuan) Co., Ltd. and surrounding units.

▲ Exterior location of self-built rental house Source: WeChat WeChat official account of People’s Republic of China (PRC) Emergency Management Department

In July 2023, Zhao installed his original two atmospheric hot water boilers in the rented house built by himself.

Boiler No.1 is installed in a room on the west side of the first floor, and boiler No.2 is installed in the stairwell on the first floor, using natural gas as fuel. Sliding doors are installed in both boiler rooms, and the sliding doors are closed when the boilers are running. The flues and chimneys of the two boilers are made of carbon steel, and the joint between the boiler flue gas outlet and the pipeline is not welded and sealed. The steel pipe with a diameter of 0.2m is directly sleeved on the boiler flue gas outlet, and there are obvious gaps at the joint.

▲ Boiler and flue joint Source: People’s Republic of China (PRC) Emergency Management Department WeChat WeChat official account

Accident and rescue process

On December 16th, the local temperature was about 10 degrees below zero. At the time of the incident, 60 tenants were resting in their rooms, and most of them closed their doors and windows.

At 14: 50.

Hao, the tenant of the self-built house, returned to Yunyun to stay and found that many workers such as Wei were unwell, and immediately called 110, 119 and 120 for help.

At 15: 03.

Ambulancemen arrived at the scene one after another to carry out rescue.

At 16: 20.

Rescuers moved all tenants outdoors and sent them to hospital for treatment.

As of December 20, of the 29 injured, 3 have been discharged, and the remaining 26 are still in hospital for observation.

Preliminary analysis of direct cause of accident

Through on-site investigation, combined with expert opinions, it is preliminarily judged that the direct cause of the accident is that the boiler is installed in a closed room without ventilation facilities, the combustion in the boiler is not sufficient, and the flue gas contains a certain concentration of carbon monoxide, which overflows through the joint gap between the boiler body and the flue, resulting in poisoning of many tenants.

After examination at the hospital, the injured person’s carbon oxyhemoglobin exceeded the normal value and was diagnosed as carbon monoxide poisoning. The specific reasons need further investigation.

This "kitchen artifact"

There are also major security risks.

In addition to using gas-fired boilers, gas-fired water heaters, coal stoves and other products in an environment with closed doors and windows and reduced ventilation, illegal use of gas-fired "energy gathering rings" and "wind shields" can also easily lead to carbon monoxide poisoning.

"Gather flame, save gas", "Enamel technology, rust resistance and corrosion resistance" … Seeing these advertising slogans, many people placed an order to buy this "kitchen artifact"-gas energy gathering ring. When you open the e-commerce platform, the price is low and the sales volume is hot. The efficacy and price are really exciting. But this is actually a "time bomb", which not only has no energy-saving effect, but also has major security risks.

In recent years, there have been many incidents of carbon monoxide poisoning caused by the use of energy gathering rings in many parts of the country:

At the beginning of July this year, the neighborhood committee of Aerospace City Community in Northwest Wang Town, Haidian District, Beijing issued a safety reminder on WeChat WeChat official account, saying that there was an accident in the town where two people were killed due to carbon monoxide poisoning caused by the use of a gas stove energy gathering ring (wind shield), and residents were required to stop using the energy gathering ring immediately.

In 2022, many carbon monoxide poisoning incidents occurred in Yongle East District and Yanbao Jingyuan Home in Shijingshan District, Beijing.

In 2021, a resident of Tangshan Street, Rixin Street, Xigang District, Dalian City, Liaoning Province suffered from carbon monoxide poisoning due to the use of shaped charge rings.

In 2021, four carbon monoxide poisoning incidents occurred in Kundulun District, Baotou City, Inner Mongolia.

Various localities and departments issued safety tips.

A number of gas companies, such as Dalian China Resources, announced that the use of the energy-gathering ring can not achieve the energy-saving effect-gas can not be fully burned due to the shielding of the energy-gathering ring, and the heat generated by incomplete combustion is only 60% of that when it is completely burned, so it will cause a lot of gas waste during use. If used improperly, it will also cause carbon monoxide poisoning due to insufficient gas combustion.

Some local market supervision departments and emergency management departments have repeatedly issued safety tips. In 2022, the Beijing Municipal Bureau of Market Supervision issued the "Safety Tips for Fire-gathering and Wind-proof Devices for Gas Cookers", which clearly reminded consumers that "devices or accessories other than factory products that may affect the performance of gas cookers should not be installed privately".

Beijing Tongzhou District Emergency Management Bureau, Shijingshan District Emergency Management Bureau, Haidian District Property Management Association and other institutions also reminded the public that "privately installing a gas stove to gather fire and prevent wind will cause great security risks".

Yulin, Shaanxi, Urumqi, Xinjiang, Jiamusi, Heilongjiang and other places have banned the use of shaped charge rings.

About carbon monoxide poisoning

Please remember this knowledge!

Carbon monoxide is a colorless and odorless gas.

Not easy to detect

Winter is the season with high incidence of carbon monoxide poisoning.

Please master this safety tip!

↓↓↓

▲ Video source: People’s Republic of China (PRC) Emergency Management Department WeChat WeChat official account

Prevention of carbon monoxide poisoning

Never neglect.

Be wary of these common misunderstandings and potential risks.

↓↓↓

How to keep warm safely in winter?

What should I do in case of carbon monoxide poisoning?

Understand together

↓↓↓

This article is reproduced from WeChat WeChat official account "China News Agency", source: China News Agency Comprehensive People’s Republic of China (PRC) Emergency Management Department WeChat WeChat official account, Rule of Law Daily, People’s Daily, etc.

Original title: "Emergency reminder! 29 people were poisoned! Reason announcement "

Read the original text

Xiaomi and Notebook Computer

Speaking of it, Xiaomi and laptop are quite predestined.

As early as 2013, there were rumors that Xiaomi would enter the notebook market, and the rumors became more and more true. Later, Lei Jun couldn’t hold the inquiries of enthusiastic fans and personally denied Xiaomi’s plan to get out of the notebook.

Of course, everyone knows what happened later. On July 27, 2016, Xiaomi fulfilled his wish of rice noodles, not only released notebooks, but also two models, a 13.3-inch ultra-thin performance book and a 12.5-inch ultra-thin book, which sold 220,000 units in three months.

Recently, with the advent of the 2017 Rice Noodle Festival, two notebooks that have been released for more than half a year have finally ushered in an upgrade. Today, what we are going to experience is the new millet notebook Air 12.5 inch, which has just updated the 7th generation Core. How does it perform?

Appearance: Exquisite and concentrated in a small body with great texture.

↑ ↑ ↑ The author holds a new version of Xiaomi notebook Air 12.5 inch 4G+256G gold version.

↑ ↑ ↑ The appearance of the upgraded Xiaomi notebook has not changed, and there is still no Logo on the A side. The advantage is that Xiaomi officially provides many stickers to decorate. More importantly, in the use environment where the brand is determined, it avoids being asked "Why not buy apples".

↑ ↑ ↑ Front of fuselage

Xiaomi notebook adopts all-glass cover and full fit, which means that the B side of the whole notebook is a whole piece of glass, and the sense of integration is excellent. In addition, the ultra-narrow frame of 5.71 mm on the left and right, although the screen is only 12.5 inches, still brings a very shocking impression. The display effect of IPS wide-angle hard screen with 300 nits brightness is also excellent.

All-glass cover, full mirror fit, interest screen aesthetics, the screen of Xiaomi notebook completely continues the look and feel experience of mobile phone screen. It can be said that it is difficult to find a notebook B side that is more pleasant than Xiaomi notebook in the same price product.

↑ ↑ ↑ The full-size keyboard of Xiaomi notebook has a slightly shorter 1.3 mm keystroke, moderate rebound feel and soft impact, but after all, it is ultra-thin and acceptable.

In addition, the key width of Xiaomi notebook is wide, which is not easy to be typed by mistake, and the stress is very uniform. There will be no inclination of the key cap. Generally speaking, the performance is acceptable, and it is a keyboard that can be assured that the words will not make people crazy.

In addition, it is worth mentioning that the C side of the notebook except the keyboard is sandblasted, and the large-area metal matte feel brings a sense of exquisiteness that is difficult to express in words. The integrated glass touchpad embedded in it brings a smooth touch and a better pressing feel.

↑ ↑ ↑ The power button is in the upper right corner of the keyboard.

↑ ↑ ↑ The only shortcoming on the keyboard is that the direction keys are narrowed down.

↑ ↑ ↑ At the bottom of the fuselage, there is an AKG speaker on the left and right. According to the actual measurement, the speakers on the left and right sides will not be blocked by the desktop, and the sound volume is large enough to be full. In addition, Xiaomi notebook has reserved SSD card slot, which can expand the hard disk capacity.

↑ ↑ ↑ On the left side of the fuselage is an HDMI interface and an earphone interface.

↑ ↑ ↑ On the right side of the fuselage are USB3.0 interface and Type-C interface.

↑ ↑ ↑ Very mini charging head, up to 45W ultra-high power, officially claimed to charge half in half an hour.

Generally speaking, the A side of Xiaomi notebook without Logo brings more personalization possibilities, and the C side of the metal matte and the glass touchpad form a complete feel experience.

Excellent screen performance, fully covered and fully fitted glass and narrow bezel design are even more reminiscent of the experience of mobile phone screen.

Although the body of the 12.5-inch notebook is small, the texture concentrated in it does not fall at all. Small and exquisite are just the right adjectives for the Xiaomi notebook Air 12.5 inch.

Performance: 7th generation Core! The ultimate performance of M3-7Y30

The biggest difference between the new version of Xiaomi notebook Air 12.5 "and the old version is that the processor has been updated, from the previous six-generation Core M3-6Y30 to the seven-generation Core M3-7Y30. What’s the difference between them?

In terms of parameters, the two processors are also dual-core four-thread, 14nm technology, belonging to Skylake and Kaby Lake families respectively. The biggest difference is that the core frequency and the core graphics card have been updated.

↑ ↑ ↑ It can be seen that M3-7Y30 has improved the minimum and maximum CPU frequency, and updated the core graphics card with higher frequency. So what is the performance of this 7th generation Core?

In this paper, the author selected three kinds of testing software: wPrime, Cinebench and 3DMark.

The test scores of Air 12.5 inch of the new and old Xiaomi notebooks are as follows (for the convenience of comparison, some test results have been changed in units, for example, unit 10 = 1/10 of the original value, and unit 100 = 1/100 of the original value):

↑ ↑ ↑ (wPrime, the lower the two items, the better) It can be seen that M3-7Y30 is about 5%-10% higher than M3-6Y30 respectively in these three tests.

↑ ↑ ↑ In the GPU test, M3-7Y30 scored about 5%-28% higher than M3-6Y30 respectively.

Judging from the performance of the test software, the overall performance of M3-7Y30 is much higher than that of M3-6Y30. Since M3-6Y30 is a processor with fairly balanced performance and power consumption, M3-7Y30 is undoubtedly a God U.

So what is the actual application performance?

The author selected Hearthstone (a card game) and League of Legends (one of the most popular MOBA games) to test.

In the test, both the old and new models can run hearthstone in full frame at 1080P resolution and medium image quality.

While running League of Legends at 1080P resolution and medium image quality, the frame number of the old model is kept at around 40-50, and the new model can be kept at around 45-58, which is in line with expectations.

In the process of daily use, whether in Summoner Canyon, bilibili to watch the barrage, web page to brush Weibo, and table document processing, there is no jam, and the overall performance is very smooth, and the performance meets the daily needs.

Endurance: the workplace is heavy! All-weather office entertainment

Xiaomi notebook Air 12.5-inch battery capacity is 37Wh, which supports 1C fast charging. The maximum power of the charger is 45W(15V/3A, 20V/2.25A) as standard, and it also supports USB PD and Qualcomm QC2.0 fast charging protocol. The charging test is as follows:

↑ ↑ ↑ From 10%, Wi-Fi link, after charging, the computer will automatically adjust to the highest brightness, and the screen will light up all the time (due to recording needs).

It can be seen that the 45W charger is really terrible. Even if the screen is bright at the highest brightness, the notebook basically keeps the speed of 10% to 90% in 10 minutes, and it takes 130 minutes to charge, which is much faster than some mobile phones called fast charge nowadays.

In the endurance test, the author selected five test items to simulate daily use: web browsing (native browser, 10 web pages backstage, unlimited Weibo brush), document processing (WPS three-piece full open), video (bilibili full-screen barrage video), Hearthstone Legend and League of Legends. The specific performance is as follows:

↑ ↑ ↑ Each of the five tests took half an hour, totaling 2 hours and 30 minutes, and finally 49% of the power remained.

↑ ↑ ↑ It can be seen that in the five tests, web pages, documents and videos also consumed 8% of electricity for half an hour, and League of Legends, a big power consumer, consumed 16% of electricity for half an hour.

If it is estimated in this way, the new version of Xiaomi notebook Air 12.5 inch can run continuously for more than 3 hours, and the legend of Hearthstone for more than 5 hours has no pressure for daily use.

Summary: Xiaomi notebook with exquisite external charm, which should not be missed.

The new version of Xiaomi notebook Air 12.5 inch still inherits the appearance of its predecessors. Under the compact body, it contains a pleasant full-coverage glass screen, narrow frame design, large-area metal matte palm rest, smooth and easy-to-use glass touchpad, and exquisite inside and outside the body, which reflects Xiaomi’s thinking about notebook design.

What’s even more surprising is that the addition of the 7th generation Core M3-7Y30 makes its internal force more profound, and it is comfortable for both daily life and entertainment. All-weather battery life and 45W super fast charge also prove that it is so reliable.

Although the price of the new millet notebook Air 12.5 "is higher than that of the old one, it is light, exquisite, surging and reliable, which still proves its unique advantage in the ultra-thin notebook at the same price.

Postscript: Why should Xiaomi open a "grocery store" when the rice cooker comes out of the computer tomorrow?

It seems that some mobile phone companies are "doing nothing" to do computers across borders. Normally, peers like OPPO and vivo do some mobile phone accessories at most, and rarely go out of the mobile phone circle, while Xiaomi ran directly to the next door and brought out two laptops.

↑ ↑ ↑ Xiaomi. com is full of goods.

It’s not just notebooks, toys, towels, pillows, walkie-talkies, Xiaomi TVs ranging from 9999 yuan to Xiaomi magazines in 0.2 yuan. Only you can’t think of it, and you can’t do it without Xiaomi.

In fact, there are more than 103 kinds of goods on Xiaomi’s online, and Xiaomi’s super "grocery store" is well deserved, but it is reasonable to say that this job is so profitable. Why is Xiaomi the only one doing "grocery store" now?

↑ ↑ ↑ Every object that once burned all over the streets.

Because opportunities are also accompanied by risks, do you remember Vanke, who was once valued at $3 billion and had 13,000 people? It is because of the blind expansion of sales categories that inventory backlog and supply chain crisis eventually reduced to only 180 employees.

In other words, just because you have it doesn’t mean you can sell it.

So how does Xiaomi do it?

1. Enter the market to incubate challengers

Except for a few products made by Xiaomi himself, Xiaomi generally chooses entrepreneurial teams/small companies to cooperate (that is, Xiaomi eco-chain enterprises).

For example, Huami Technology behind mi band is a joint venture between Huaheng Technology and Xiaomi, while Zimi Technology behind Xiaomi’s mobile power supply is an entrepreneurial team that Xiaomi has been incubating since 2012.

↑ ↑ ↑ In addition to Xiaomi, Leijun’s Shunwei Capital also often invests in eco-chain enterprises.

Xiaomi, who has an investment team (Leijun’s Shunwei Capital) and experience, will provide financing for the partners and solve the most difficult financial problem of the small team very generously. How generous? The vice president of Xiaomi Ecological Chain once said: "Money is not a problem".

After selecting some non-monopoly/hot-spot/low-Internet industries, Xiaomi supported eco-chain enterprises to launch products and directly challenged the big brother of the industry.

2, the price butcher cost performance is king.

Remember the horror dominated by Xiaomi’s price/performance ratio? In 2014, when the price of smart bracelets was higher than that of 300 yuan, mi band, which sells 79 yuan, released it, and then swept the market all the way. In 2015, it sold 12 million pieces, and Huami Technology also became the second wearable device company in the world.

↑ ↑ ↑ In 2016, Xiaomi still ranked second in the wearable device market share, accounting for 15% of the global market share, according to IDC statistics.

It makes sense that new players can’t get the lowest price and production quota of the supply chain because of their size and risk, but Xiaomi relies on his own right to speak in the supply chain to lower the cost for his younger brother and ensure the output (usually millions).

The huge amount ensures the rapid decline of marginal costs, and enterprises can cover costs and even profits as soon as possible, which leads to a very terrible result. Ecological chain enterprises can make big money even at very low prices.

For example, mi band, who just mentioned selling 79 yuan, revealed at the end of 2015 only one year later: "We have a net profit of tens of millions every quarter."

↑ ↑ ↑ Virtual standard to 1 million mA charging treasure

More importantly, Xiaomi does not simply pursue low prices, and Xiaomi also pursues quality at low prices. The most outstanding representative should be Xiaomi mobile power supply. In the case of virtual standard, cottage and fraud prevailing in the whole industry (in 2014, 32 batches of products were all unqualified by CCTV), the first generation of Xiaomi mobile power supply relied on solid materials such as Deyi chips and LG batteries to reshape the whole market by itself, and finally occupied 80% of the domestic market share.

↑ ↑ ↑ In October 2016, Xiaomi officially announced the sales of mobile power.

Of course, because of different industries, the characteristics of different Xiaomi eco-chain products are different, but compared with competing products at the same price, most Xiaomi products generally have better performance or quality, which is one of the reasons why Xiaomi eco-chain products are prosperous.

3, traffic is king +15 artifact Xiaomi net

With the product, the price and the output, how can we sell the product next?

This may be a problem for other enterprises, but it is not difficult for Xiaomi. Why pinch it? Because Xiaomi has a +15 artifact in his hand — — Xiaomi net.

↑ ↑ ↑ Xiaomi. com has become the eighth largest e-commerce company in the world, from Internet Retailer’s Global 1000 Report: Innovation of Global E-commerce Retail.

As a website that only sells Xiaomi mobile phones at the beginning, Xiaomi.com has become the eighth largest e-commerce website in the world (the third largest in China) after several years of development. What is the concept of selling things on Xiaomi.com?

Take a chestnut as an example. You can imagine that there is only one brand of rice cooker under the classification of JD.COM rice cookers.

Moreover, not only the traffic of Xiaomi. com, but also the word Xiaomi alone represents the traffic. In the past two years, when Xiaomi was the hottest, any news, events and advertisements related to Xiaomi could get a lot of exposure (it declined in the past two years).

↑ ↑ ↑ From 2012 to 2015, Xiaomi’s Baidu index was almost the sum of Apple, Samsung and Huawei.

Thanks to Xiaomi trademark (now Mijia) and Xiaomi. com, eco-chain products are always displayed under huge traffic, which directly contributes to the achievement that 16 of Xiaomi eco-chain companies have an annual income of over 100 million yuan, 3 have an annual income of over 1 billion yuan, and 4 have a valuation of over 1 billion US dollars.

All in all, from the investment and incubation of start-ups and teams to the final product being put on Xiaomi. com, Xiaomi’s "grocery store" has formed a set of effective processes and mechanisms, and the dazzling variety of "groceries" has also become an important supplement to Xiaomi’s mobile phone and condensed into an important moat of Xiaomi.

↑ ↑ ↑ Xiaomi Home’s dazzling array of eco-chain products

Although Xiaomi has been hit by the recovery of offline market in recent years, Xiaomi has developed a distinctive "new retail" model — — That is, the mode of moving the "grocery store" to the offline Xiaomi home, and the "groceries" of eco-chain enterprises have naturally become the vanguard of Xiaomi to move towards and stand firm offline.

Lei Jun has always admired an American supermarket — — Costco, Costco’s most famous features are low prices and fine products, which will limit the profit of selling goods to no more than 14%. In addition, the goods it sells are a small number of carefully selected products. Relying on low prices and fine products, Costco finally became the second largest retailer in the world after Wal-Mart.

There is no doubt that the thriving Xiaomi "grocery store" is the Costco in Xiaomi’s heart.

　　On the morning of April 6th, the State Council Office held the 12th press conference on the theme of "Opening by Authorities". Wang Jun, director of State Taxation Administration of The People’s Republic of China, and others introduced the situation of "giving full play to the role of tax revenue and better serving the high-quality development of economy and society".

　　Tax data reflect that China’s economic development has achieved a good start this year.

　　Tax big data has strong timeliness and wide coverage, and can reflect and compare the macroeconomic operation situation in a timely, objective and comprehensive manner. Wang Jun, director of State Taxation Administration of The People’s Republic of China, said that the big tax data showed that the economic performance in the first quarter of this year was "six gradual improvements".

　　First, the trend of economic operation has gradually picked up. In the first quarter, the sales revenue of enterprises increased by 4.7% year-on-year. In terms of sub-industries, in March, 79.7% and 75.8% of the 473 medium-sized industries and 1382 small-sized industries in the national economy achieved positive growth respectively.

　　Second, the business entities are gradually active and improving. The number of newly-established tax-related business entities has gradually increased, and the vitality of business entities that are difficult to produce and operate during the epidemic has accelerated. In the first quarter, 3.434 million tax-related business entities were newly established, up 7.2% year-on-year, 8 percentage points faster than last year.

　　Third, industrial production has gradually recovered. In March, the sales revenue of industrial enterprises nationwide increased by 7% year-on-year, 1.2 percentage points faster than last year. The amount of machinery and equipment purchased by the manufacturing industry increased by 13.5% year-on-year, 7.1 percentage points faster than that of last year, reflecting the increasing willingness of enterprises to expand production and upgrade equipment.

　　Fourth, consumer demand is gradually expanding. In the first quarter, contact services such as accommodation, catering, recreation and sports, and residents’ services rebounded significantly, with sales revenue increasing by 22.8%, 13.7% and 9.4% respectively, which was 22.7, 17.6 and 6.5 percentage points faster than last year. Retail sales of commodities recovered steadily and quickly, and sales revenue increased by 11.6% year-on-year, which was 3.4 percentage points faster than last year.

　　Fifth, the kinetic energy of innovation has gradually increased. In March, the sales revenue of high-tech industries increased by 15.6% year-on-year, 5.7 percentage points faster than last year. Among them, the high-tech service industries such as scientific and technological achievements transformation service and information service grew faster, up by 45.5% and 19.8% respectively.

　　Sixth, green development is gradually improving. In the first quarter, the sales revenue of ecological protection and environmental management industry increased by 18.1% year-on-year, and the power generation of clean energy such as wind energy and solar photovoltaic increased by 21.8% year-on-year, both of which maintained high growth rates, and were significantly faster than the national overall level.

　　The tax and fee policy will exert its strength to ensure the improvement of people’s livelihood, promote scientific and technological innovation and promote the development of manufacturing industry.

　　In recent years, various preferential tax and fee policies have effectively promoted the accelerated economic development and stimulated the market vitality of high-quality development.

　　Enhance people’s well-being and improve people’s quality of life. The tax authorities insist on organizing tax revenue, providing solid financial resources for safeguarding and improving people’s livelihood, and implementing preferential tax policies to continuously release dividends for the benefit of the people. Wang Daoshu, deputy director of State Taxation Administration of The People’s Republic of China, said that the personal income tax reform implemented since 2018 has a very obvious tax reduction effect, and the working class generally benefits, especially the seven special additional deductions for children’s education, continuing education, housing loan interest, housing rent, serious illness medical care, support for the elderly and care for infants under 3 years old. Focusing on the needs of people’s livelihood, the tax reduction bonus was released in a targeted manner. The latest data of the first month of this year’s tax settlement shows that the special additional deduction tax reduction has reached more than 150 billion yuan, of which, the tax reduction for the "old and small" groups has reached nearly 110 billion yuan.

　　Continuously expand the breadth and depth of supporting scientific and technological innovation. From 2018 to 2022, the amount of tax and fee preferential policies to support scientific and technological innovation increased by 28.8% annually, and the scale of burden reduction in 2022 reached 1.3 trillion yuan. Luo Tianshu, chief accountant of State Taxation Administration of The People’s Republic of China, said that in the next step, the tax authorities will give full play to their tax functions, and implement preferential tax policies for enterprises that have fallen into small enterprises to invest in basic research and promote the transformation of scientific and technological achievements, which will not only support enterprises in the initial stage to go into battle lightly, but also support enterprises in the mature stage to play their role as the main force in tackling scientific and technological problems.

　　Support the manufacturing industry to ease operating pressure and enhance innovation power. In recent years, China has implemented a series of measures for tax refund, tax reduction and fee reduction, with manufacturing as the key support area, especially reducing the value-added tax rate in manufacturing and other fields, taking the lead in increasing the deduction ratio of manufacturing R&D expenses, and increasing the strength of manufacturing value-added tax refund. Cai Zili, chief auditor of State Taxation Administration of The People’s Republic of China, pointed out that since 2018, the manufacturing industry has benefited the most, with the cumulative increase of tax reduction and fee reduction and tax refund deferral exceeding 3.5 trillion yuan, making it the largest industry in terms of tax reduction and fee reduction. In the next step, we will implement and improve support policies such as tax incentives for high-tech enterprises and accelerated depreciation of newly purchased fixed assets in key manufacturing industries, and play a good role in tax incentives for R&D expenses and technology transfer to promote the digital transformation of manufacturing industries.

　　Encourage and support the development of the private economy. Wang Jun said that in the past five years, private enterprises have accumulated more than 8 trillion yuan in new tax reduction and fee reduction and tax refund deferral, accounting for about 70%. In particular, 80% of individual industrial and commercial households in the private economy have no need to pay taxes after the state implements a series of tax and fee support policies. In the past five years, in view of the "financing difficulty" of private enterprises, the tax authorities have actively deepened the cooperation between tax and banks, and taken the information about corporate tax credit as an important reference for financial institutions to provide loans to private enterprises, especially small and micro enterprises, helping small and micro enterprises to obtain 22.46 million bank loans with a loan amount of 6.22 trillion yuan.

　　Do a good job in policy implementation and constantly innovate and improve services.

　　Preferential tax and fee policy is an important part of active fiscal policy. Since the beginning of the year, the departments of finance and taxation have successively issued two batches of preferential tax policies that have been continued and optimized. It is estimated that 1.2 trillion yuan will be added for tax reduction and fee reduction in the whole year. Together with the continued tax refund policy, it is estimated that the tax burden for business entities will be reduced by more than 1.8 trillion yuan in the whole year.

　　Wang Daoshu pointed out that, on the whole, these preferential tax and fee policies have three characteristics: First, they highlight continuity and the continuation of the continuation. The second is to highlight the accuracy and the optimization of the optimization. The third is to highlight the institutional nature and the innovation of this innovation. Next, the tax authorities will further strengthen the accurate push of policies, refine the caliber of policy implementation, optimize the tax operation function, and ensure that taxpayers know the policies, understand the operation and enjoy them.

　　Wang Jun said that this year is the tenth consecutive year that the tax authorities have launched the "Spring Breeze Action for Facilitating Taxes". In the past nine years, State Taxation Administration of The People’s Republic of China has successively issued 539 innovative service measures, and local tax authorities at all levels have successively issued supporting measures, totaling more than 41,000, which has effectively promoted the transformation of tax and fee services from offline services to online and offline services, from consulting policy services to active push policy services, from common services to continuous attention to personalized services, and from procedural services to continuous attention to rights and interests services. In the next step, the tax authorities will rely on the application of new technologies, constantly innovate and improve services, and launch new service initiatives one after another.

Cctv newsOn September 22nd, News Network reported some good news, such as the celebration of "China Farmers Harvest Festival", the high-quality development of tax services, and the acceleration of large-scale equipment updating. In the autumn season, high-quality development in various fields has achieved fruitful results, and China’s economy has made steady and far-reaching strides.

In the golden autumn season, the "China Farmers Harvest Festival" is celebrated everywhere.

In the autumn season, the land of China is golden with fragrant fruits and vegetables. On September 22nd, people from all over the country celebrated the China Farmers Harvest Festival in various forms and shared the joy of harvest.

On September 22nd, the main activity of "China Farmers Harvest Festival" was held in lankao county, Kaifeng, Henan Province. The activity consisted of three sections: tribute to harvest, tribute to farmers and tribute to farming, and each section carefully designed colorful activities.

During the Harvest Festival, the special agricultural products of 16 cities in Shandong Province showed the new achievements of rural revitalization. In Yunnan, a series of harvest celebration activities such as "Revitalizing You and Me in the Countryside" were launched. In Anhui, new varieties of agriculture and new equipment of agricultural machinery attract many farmers to visit. In Heilongjiang, the activities closely focused on six links, namely "reporting a bumper harvest, exhibiting a bumper harvest, producing a bumper harvest, helping a bumper harvest, enjoying a bumper harvest, and celebrating a bumper harvest", showing the great achievements in the field of agriculture, rural areas and farmers and the prosperity of rural revitalization in an all-round way.

The efficiency of high-quality development of tax services has been further improved.

The State Council Press Office held a series of press conferences on "Promoting High-quality Development" on the 20th, and the relevant person in charge of State Taxation Administration of The People’s Republic of China introduced the new achievements made in the high-quality development of tax services.

The relevant person in charge of State Taxation Administration of The People’s Republic of China said that since the beginning of this year, the tax authorities have insisted on organizing tax revenue according to laws and regulations, and implemented preferential policies for reducing taxes and fees. 1— In August, the current major policies supporting scientific and technological innovation and manufacturing development reduced taxes, fees and tax rebates by over 1.8 trillion yuan. Relying on tax big data, various tax and fee preferential policies were accurately pushed by 360 million person-times, and the unified and standardized new electronic tax bureau was launched nationwide, and the tax time was reduced by 20% year-on-year.

At the same time, we will continue to focus on people’s livelihood concerns and promote the full release of tax policy dividends. According to the data of individual tax settlement and payment that ended at the end of June this year, in 2023, the special additional deduction standard for "one old and one small" personal income tax was raised, benefiting about 67 million people, and the scale of tax reduction exceeded 70 billion yuan.

In the next step, State Taxation Administration of The People’s Republic of China will further deepen the reform in the tax field, implement the structural tax reduction and fee reduction policy, maintain the economic operation order and national tax security, and better serve high-quality development.

Large-scale equipment updating and speeding up the landing according to local conditions

The reporter learned from the National Development and Reform Commission on September 22nd that two batches of funds totaling 150 billion yuan supported by ultra-long-term special national debt for large-scale equipment renewal have all been allocated to the project, and all localities have accelerated the implementation of policies in the fields of education, construction and industry, benefiting enterprises and benefiting the people.

At present, it is the new autumn semester, and new desks and chairs and folding beds have entered primary and secondary schools in Zhejiang, so students can "lie down and sleep" during their lunch break. In universities and laboratories, a batch of new scientific research equipment is ushered in, among which high-precision equipment with a unit price of more than 500,000 yuan is an important direction of this round of equipment renewal.

With the heating season approaching, Heilongjiang and other places have stepped up efforts to update the insulation and heating system equipment of old residential areas. Taking advantage of the construction window before winter, in Hunan, the renovation of underground pipe network was further rolled out to enhance the city’s flood control and drainage capacity. In Jiangsu, the renewal of elevators in old communities has been accelerated.

In the industrial field, Shandong and Guangdong, major manufacturing provinces, have accelerated the green transformation of key energy-using industries such as steel, ceramics and textiles, and upgraded key energy-using equipment such as boilers, motors and transformers. Since the beginning of this year, China’s industrial energy utilization efficiency has been further improved.

The National Development and Reform Commission (NDRC) recently stated that with the total of 150 billion yuan of funds supported by ultra-long-term special national debt for large-scale equipment renewal being allocated to the project, it will further support equipment renewal and recycling in more than 10 fields such as industry, transportation and logistics. It is estimated that more than 2 million sets of equipment will be updated, which will further inject new vitality into equipment investment in related fields.

A new round of automobile trade-in policy stimulates new vitality of the market.

With the implementation of the new round of automobile trade-in policy, consumers’ enthusiasm for buying cars continues to rise.

According to the data of the Ministry of Commerce of China, as of 12: 00 on September 22nd, the number of registered users of the information platform of automobile trade-in exceeded 1.64 million, and more than 1.1 million applications for subsidies for automobile scrapping and renewal were received. The steady and orderly promotion of automobile trade-in has also driven the growth of automobile sales, especially since September. September 1st — On the 15th, the retail sales of passenger cars nationwide reached 828,000, up 18% year-on-year. Among them, the retail sales of new energy passenger cars was 445,000, a year-on-year increase of 63%.

The first box girder of Kangyu section of Xi-Yu high-speed railway was successfully erected.

Recently, the first box girder of the Kangyu section of the Xiyu high-speed railway has been stabilized at the middle bridge of Zhangjialiang No.4 Line of the Eighth Standard of Kangyu of China Railway Third Bureau, which indicates that the Kangyu section of the Xiyu high-speed railway has turned from offline construction to online construction.

The box girder erection adopts cloud platform monitoring, operation and maintenance, automatic driving of beam carrier and other systems to realize "front operation and rear control" and ensure the safety of beam erection.

Xi-Yu high-speed railway is an important part of the "eight vertical and eight horizontal" high-speed railway network, which will further improve the railway network structure in the central and western regions after the project is completed.

China’s steady strong magnetic field sets a new world record for water-cooled magnets.

On September 22nd, the water-cooled magnet independently developed by China High Magnetic Field Center produced a steady magnetic field of 420,200 Gauss, setting a new world record, which provided a powerful experimental platform for studying the phenomenon and law of material properties changing under high magnetic field.

How many steps does it take for a regional business to flourish?

First of all, it needs to plant a seed in the core area to achieve a breakthrough with leading business; Secondly, it needs to blossom and bear fruit at the core node along the vein of urban development; Finally, long-term careful cultivation can harvest the fragrance of the garden.

Looking back on 2018, Fangshan’s commercial consumption atmosphere was initially established, and Longhu Tianjie made its debut in Fangshan District, which was the beginning of changing Fangshan’s commercial pattern and leading the overall upgrading of regional commerce. Three years later, Xiyuetian Street in Beijing was grandly opened, and Longhu fell another son in Changyang, the core location of Fangshan, which not only led the butterfly upgrade of lifestyle again, but also demonstrated the long-term confidence in Fangshan’s development.

The appearance of the two Longhu Tianjie streets is in line with the development rhythm of Fangshan, which is just the right time. The pattern of "Two Streets" formed by the two places, by sharing the core resources of the region and giving full play to their respective geographical advantages, allowed Fangshan commerce to gradually enter the Longhu era.

After the formation of the "Double Sky Street" pattern, it is particularly worth exploring how the two projects go hand in hand with each other while focusing on their own, and the innovative ideas and operational logic behind them.

Luozifangshan

Tianjie double home court shines together

With the overall trend of deconstructing the functions of non-capital, and the "Beijing Urban Master Plan (2016 -2035)" clearly put forward the urban spatial pattern of "one core, one master and one deputy, two axes and multiple points and one area", the southwest of Beijing has embarked on a brand-new development fast lane, and Fangshan District has been promoted to the most potential hub of southwest Beijing.

In 2018, the total population of Fangshan District has exceeded one million, and the per capita disposable income has maintained a growth rate of more than 8%. However, compared with the rapidly growing population scale and the consumption potential that needs to be released urgently, the overall high-quality large-scale commercial bodies in Fangshan District were scarce at that time.

(Location layout of Shuangtian Street in the first district)

Longhu, which has always appeared as a pioneer, once again took the lead in Fangshan’s layout with a keen sense of market smell.

In order to seize the core position as much as possible and speed up the market entry, Longhu has landed its pioneering work in Fangshan District-Beijing Fangshan Tianjie, which is located in the traditional administrative center, business center and economic center of Fangshan District, adjacent to Fangshan District Government, and the surrounding radiation plate has a population of over one million. Fangshan Tianjie is positioned as a "regional landmark of fashionable life". On the opening day, it surprised the whole city with a double-hundred-occupancy rate and investment rate, as well as over 50% of the first-time brands. After years of operation, it has become the most representative commercial landmark in southwest Beijing.

With the overall development of Fangshan, Liangxiang University Town, as a vibrant new city integrating science, education and industry, has become increasingly prominent in its industrial advantages and population potential. Liangxiang University Town Area and Changyang Area not only gather a large number of high-income and high-quality families and young intellectuals, but also have a young and obvious population composition, which has become the best choice for Longhu business to further settle down in Fangshan.

In 2021, the first Longhu Beijing Xiyuetian Street, which was jointly built by Longhu and Shoukai, was launched. The project is located in the center of Liangxiang University Town and directly connected to the North Station of Liangxiang University Town on Fangshan Line of Metro. With the continuous delivery of high-quality potential residential areas and the continuous improvement of the permeability of Changyang area, the consumption demand of dual passenger flow engines of Fangshan new Beijingers, high-quality family customers and dynamic student customers is strong and has great development potential. Xiyue Tianjie, with the positioning of "a sunny place to enjoy life", has created a one-stop and diversified characteristic commercial space, which has further contributed to the consumption construction and space upgrading of Liangxiang University Town and Changyang District.

At this point, the two projects have successively settled in Fangshan District, and the situation of two streets in one district has been formally formed. It is not difficult to see that the two Tianjie’s entry into the market is based on the optimistic long-term development potential of the region, but they still have their own radiation scope and customer focus: Fangshan Tianjie, as the first project of Longhu in southwest Beijing, is located in the traditional center and core area, and it will hold high the position of regional landmark when it enters the market; Xiyue Tianjie is located in an emerging area and potential zone, and it is cut in from a relatively young perspective, further improving the layout of Longhu in the southwest of Beijing. Not only do they not constitute competition, but they can also share core resources and give full play to their scale advantages, so as to jointly improve the consumption level of the plate and promote the commercial development in southwest Beijing.

Behind the era node that can always step on the urban development one step ahead of time, Longhu not only demonstrated how to step on it, but also demonstrated how to step on it beautifully.

(Longhu Beijing Fangshan Tianjie)

(First Opening Longhu Beijing Xiyuetian Street)

harmony in diversity

Each has its own emphasis on realizing "differentiated operation"

In Beijing, which pays attention to fast pace and high efficiency, the ideal life is sometimes a slightly extravagant word, but because of some warmth, it doesn’t seem so far away.

"In the past, we always joked about living in the village, but after the opening of Fangshan Tianjie, most of our needs can be solved here. When I was playing with my children in Kidsteam that day, I suddenly felt that I really had a good life. For this city, I had a practical feeling for the first time." Ms. Wang, who has been drifting in the North for many years, felt a deep connection with the city in Fangshan Tianjie at a casual moment.

As an embodiment of urban consumption changes and leading the urban lifestyle, Longhu Commercial always tries to reach the ideal life in people’s hearts through space upgrading and scene iteration. Fangshan Tianjie and Xiyue Tianjie are also adhering to their respective positioning, achieving continuous evolution and releasing commercial value through refined operation and differentiated creation.

Digging deep into the needs of customers, the first store leads the brand rejuvenation.

Beijing Fangshan Tianjie actively promotes the upgrading and rejuvenation of retail formats. Sephora, FILA FUSION, Nike Kicks Lounge, Mingjian, Mo&CO. OVV, UR and Uniqlo jointly form high-quality retail. In addition, brands such as Pandora, Chow Tai Fook Heritage, CARA BLUE and the sea life have successively entered, further strengthening the positioning of fashion life landmarks in the project area; In 2023, Fangshan Tianjie made great efforts in the catering field, introducing brand-new customized restaurants such as Pie Coffee, Nanjing Big Brand Restaurant, Russian Kitchen, Zuoting Right Courtyard, Youth Commune, Yuexiaoguan Southeast Asian Special Cuisine, Xingyue Laoguang Shunde Cuisine, Beijing’s first store on cattle, etc., and providing consumers with a variety of food choices together with existing brands such as Haidilao, Maliuji, Songhelou, Green Tea and Xita Old Lady. At the same time, we adjusted and introduced well-known retail brands such as NEW BALANCE 1906, move up and Shuye San, as well as entertainment and life experience brands such as Entertainment Extraordinary, Beijing Entertainment Cool Show KTV, Aofei ALPHAWORLD, Aofei Q Pet and Spark Off-line Classroom. So far, all the business groups in the museum have completed in-depth rejuvenation, further consolidating the project positioning.

(The first store in Nanjing big-name stall area, Luozi Fangshan Tianjie, is expected to open in 2023)

Unlike Fangshan Tianjie, which mainly focuses on the new middle-class customers who pay attention to quality, Xiyue Tianjie radiates more emerging customers such as new Beijingers and college students. Based on the differentiation of customer groups, the brand adjustment of Xiyue Tianjie also presents different emphases, and the trend of rejuvenation is obvious: Xiyue Tianjie has introduced X11, Qinyuan, Kashima Member Store, Yuejiazhuang, Xiaonanxiang and other first stores in Beijing, including Womei Film City, New Balance 1906, Chaohongji (002345), Perth Musical Instrument Store, Toys R Us, Cartooni, Sanfu and Guanshi.

(Kashima Member Store Beijing’s first store was grandly opened in October 2023)

At the same time, Uniqlo, a fashion retail brand of Xiyue Tianjie, was unveiled as scheduled on August 18th, and achieved the second place in Beijing and the sixth place in China on the opening day. On September 29th, Kashima member store, the first store in Beijing, was grandly opened, and the new store was opened. In October, Xiyue Tianjie created a series of activities with the theme of "coming to Tianjie to explore the treasure life". By linking the brands in the venue and digging deep into the product strength, the quality content communication combined with small and beautiful atmosphere activities further strengthened the project label and unlocked more surprises.

(Uniqlo Xiyue Tianjie Store ushered in super-high passenger flow and bright sales performance on the opening day)

Respond to different emotions and expect artistic style & the trend of youth has its own emphasis.

With the gradual promotion of brand level, the activity directions of the two projects are also different. During the summer vacation, Fangshan Tianjie introduced the original IP of Italian artist IP——BERTILO Pink Xiaopang for the new middle-class customers, and carefully created the PINK-UP circle powder party. At the same time, it used the IP image to decorate the store atmosphere and launch exclusive activities, which attracted many quality customers to punch cards in the store with artistic style, which caused widespread concern and spontaneous communication online and offline.

(Beijing Fangshan Tianjie builds a PINK UP circle powder party)

Xiyue Tianjie, starting from the link with young people, constantly refreshes the expectations of regional customers for the activity experience: in April, during the college students’ return to school season, it joined forces with five university towns to build a university town campus singer contest; In the summer file, Xiyue Tianjie and 52 TOYs successfully introduced its well-known IP image Panda Roll, combined with the current panda-raising craze in the cloud, and successfully realized the maximum traffic spread by using the embarrassing panda image and friendly and lovely IP characteristics, attracting many young customers to punch in, further strengthening the young and fashionable label of the project.

(Beijing Xiyue Tianjie and 52 TOYs create an offline theme event)

Continue to strengthen the multi-dimensional upgrade of the project label space scene

In order to create a space service with more temperature and memory, Fangshan Tianjie innovatively launched the "Shared Rooftop Plan", transforming the idle roof space into an effective space that can directly serve consumers; On the occasion of the 5th anniversary of this year, Fangshan Tianjie’s own IP "Flower Sea in Tianjie" activity has entered version 5.0. From the initial scene creation to this year’s "rooftop economy", the scene creation is associated with consumption, and the flower sea activity has now become a foreign business card of the project, which makes people look forward to the subsequent rooftop creation while deepening the project imprint.

(Beijing Fangshan Tianjie "Tianjie Youhuahai 5.0" entered a new era of rooftop economy)

In 2023, Xiyue Tianjie focused on the building of the three-span and four-story light energy field of the project. Around the leisure space in the venue, it successively introduced brands that are popular among young people, such as Yeren Mufang, Mini Coconut, Lucky Big Four Happiness, etc., and combined the space characteristics with the investment operation, thus creating a win-win combination of shopping mall space and brand merchants.

(The light energy field on the third floor of Xiyuetian Street in Beijing creates a strong festive atmosphere)

It can be seen that Fangshan Tianjie and Xiyue Tianjie have realized the dislocation management and effective differentiation of the two projects through different business models and development strategies in a harmonious but different way. At the same time, the differentiated models complement each other to meet the needs of different customer groups, forming the full coverage of Tianjie’s influence in Fangshan area. With the rapid development of Fangshan and the improvement of the consumption power of the whole customer base, the two projects will continue to adjust and reform while deepening their positioning, so as to keep up with the rapidly growing consumer demand of the customer base, and further promote the optimization and upgrading of the overall regional business environment and the continuous rejuvenation of the regional business pattern with long-term sustainable project development.

Have a successful layout

Create Beijing’s "Tianjie Effect"

In 2023, Fangshan Tianjie and Xiyue Tianjie both reached an average daily passenger flow of 40,000+and a occupancy rate of 99%. The outstanding performance not only showed the maturity of the two Tianjie, but also further verified the unique vision of Longhu’s daring to explore.

Looking at Beijing, from blank to dotted with nine projects, Longhu has formed a complete pattern of "8 Days Street +1 Star Yuehui" on the urban map of Beijing. Among them, whether it is Changyan Tianjie, which leads the tide, Lize Tianjie, which reshapes the regional value, or Beiyuan Tianjie, which completed the first show of Longhu urban renewal, all follow the same location logic as Fangshan Shuangtian Street: on the one hand, give priority to the layout of potential areas and grow together with the help of the east wind of regional development; On the other hand, optimize the core location and layout of TOD projects in the region, and introduce natural flow with the help of traffic advantages to create regional and even city-level commercial landmarks.

At present, Longhu Commercial has more than 2,000 cooperative merchants in Beijing, and tens of millions of consumers meet Tianjie every year. Its brand reputation and urban influence have reached a new level, and it has become one of the most representative labels of Beijing commercial.

It is reported that in the future, Longhu will continue to be deeply cultivated in high-speed cities. Through insight into regional value and layout of high-quality projects, it will promote the overall development of the region while self-iterating, and contribute to a new paradigm of high-quality commercial development. We look forward to seeing Longhu Commercial in more areas in the future and witnessing the vitality and vigor it brings to the city.

　　On September 24th, the 5th China Henan Innovation and Development Conference will be held in Zhengzhou. What talents do you want to recruit for this year’s event? What convenience will our province provide for talents? The reporter interviewed the relevant person in charge of the 5th China Henan Innovation and Development Conference on Recruiting Talents and Introducing Intellectuals.

　　It is reported that since 2018, Henan Province has held four consecutive China Henan Innovation and Development Conferences, and has signed up more than 200,000 talents of all kinds, including 94,000 talents with master’s degree, doctor’s degree or above and 2,289 cooperation projects for talents.

　　Released 262,000 job requirements for talents.

　　Involving more than 10 fields such as 5G and new energy.

　　It is understood that the conference designed a series of activities, such as the opening ceremony, online VR talent (project) recruitment fair, summit forum, offline special recruitment activities of provincial laboratories, special activities of recruiting talents in cities under the jurisdiction of the province, and recruiting talents from outside the province.

　　According to the relevant person in charge of the organizing committee of the conference, as of September 19th, the official website platform of the conference on recruiting talents and attracting talents has collected 19,000 employers from 64 industries in the province to participate in the conference, and released 262,000 job requirements for talents, covering 105 professional categories such as high-end equipment manufacturing, information technology and modern agriculture, among which 34,700 people need high-level talents such as doctors and masters, and 227,300 people need undergraduate and other talents. A total of 892 projects were collected, including research and development of key technologies of semiconductors and energy storage materials, industrial application, safety monitoring and emergency technology research of space-ground integrated cities, involving more than 10 fields such as 5G, new energy and biomedicine.

　　It is understood that this online VR talent (project) recruitment fair used VR (virtual reality) technology to build an online venue for recruiting talents and attracting talents, arranged 26 recruitment areas, and organized nearly 3,300 household units to carry out online talent recruitment and project promotion docking. And other activities. At the same time, the off-line special recruitment activities of provincial laboratories are composed of off-line special recruitment activities of provincial laboratories such as Songshan, Shennong Seed Industry, Yellow River, Longmen, Central Plains Key Metals, Longhu Modern Immunity, etc. According to the needs of talents for laboratory construction and development, professionals are widely recruited at home and abroad.

　　5G multi-technology blessing

　　VR virtual recruitment multi-scenario use

　　How to "play" 5G technology in online recruitment? It is understood that the introduction of 5G technology in official website in this conference has the characteristics of high speed, low delay, low power consumption and expandability, which fully helps the China Henan Innovation and Development Conference to realize online negotiation between employers and job seekers, making it smoother and more efficient, and using the conference service platform anytime and anywhere.

　　"In order to comply with the new trend of" cloud recruitment "and the new requirements of epidemic prevention and control, we use VR (virtual reality), big data and other technologies to build an online VR job fair, providing employers with virtual booths with functions such as demand release, image display, online presentation and online interview, and creating an immersive, interactive and all-weather virtual platform for talent recruitment and information docking. At the same time, the official website will be integrated with the’ one-stop’ talent service platform to promote the deep coupling of industrial chain, talent chain, innovation chain, financial chain and service chain, and provide fast, convenient and efficient services for talents and employers. " The relevant person in charge of the organizing Committee of the conference introduced.

　　"bringing in" and "going out"

　　This year, a series of special activities will be held in Beijing and other six provinces to recruit talents and attract talents.

　　The leading role of high-level talents in innovation and entrepreneurship is the key force to promote the high-quality economic and social development in Henan. "At present, high-level talents in our province are still relatively scarce, especially the’ hematopoietic capacity’ of young high-level talents such as masters and doctoral students is obviously insufficient. The introduction of high-level talents from outside the province has effectively alleviated the urgent need for high-level talents in our province. " According to the relevant person in charge of the Organizing Committee of the Conference, in order to increase the efforts to introduce high-level talents from outside the province, since 2019, our province has started the work of recruiting talents from outside the province, organized employers to "go out" to introduce talents, and introduced a total of 25,000 talents from outside the province, including 1,016 doctors and 13,000 masters.

　　This year’s series of activities to recruit talents and attract talents from outside the province consists of six special events, including Beijing, Shanghai, Wuhan, Xi ‘an, Changsha and Kunming. It is understood that our province will organize some universities, research institutes, key state-owned enterprises, private enterprises with good development potential, and relevant post-doctoral research stations, workstations and other employers in the province to carry out publicity and promotion activities through online and offline combination. At the same time, aiming at areas with high concentration of talents and well-known universities to introduce talents, China Renmin University, Fudan University, Wuhan University, Xi ‘an Jiaotong University and other prestigious universities in China are selected as the undertaking units of special activities outside the province, so as to accurately introduce talents in urgent need.

　　"According to the situation of epidemic prevention and control, we have formulated two sets of work plans for online and offline special activities in advance, communicated with key universities around the country, and organized and coordinated special activities." The relevant person in charge of the organizing Committee of the conference introduced that the offline special event will set up a "green channel" and a comprehensive service area on the spot, and accept the work of preparation and use, personnel transfer, post employment, salary and social security on the spot, and provide "one-on-one" tracking service for the high-level talents to be hired; Online activities carry out talent recruitment and services through VR (Virtual Reality) talent recruitment platform.

　　"1+20" package policy to attract talents

　　At the end of last year, the total human resources in Henan exceeded 12 million.

　　In recent years, Henan has vigorously implemented the strategy of innovation-driven, rejuvenating the province through science and education and strengthening the province with talents, and the development of talents has shown a good trend of in-depth promotion and overall improvement. On September 19th, the Propaganda Department of Henan Provincial Committee of the Communist Party of China held a special press conference on the theme series of scientific and technological innovation in "This Decade in Henan", and Li Li, deputy director of the Talent Office of the Provincial Committee, introduced that by the end of 2021, the total number of talent resources in the province was 12,012,300, an increase of 27.7% over 2012.

　　It is understood that our province has formulated a "1+20" package of talent introduction policies and measures, which are guided by the "Implementation Plan on Accelerating the Construction of an Important National Talent Center" and cover all aspects of talent work, such as talent introduction measures, promotion mechanism and service support, and vigorously implement the "eight actions" such as top talent breakthrough action, leading talent gathering action, youth talent multiplication action and potential talent building action, and strive to create a new highland for talent gathering and talent innovation.

　　At the same time, vigorously implement the "Central Plains Talents Program", build a brand of Central Plains talents with Central Plains scholars as the leader, covering the leading talents and top-notch young talents in the Central Plains, and strive to form a high-level innovative and entrepreneurial talent development system that integrates attracting talents and cultivating talents. Accumulatively selected and supported more than 860 local high-level talents. In addition, talent service areas (special windows) will be set up in the provincial government service center, Henan government service network, "Yu Shi Ban App" and "Four Terminals" of all-in-one machines, and a "one-stop" talent service platform in Henan Province will be developed to provide all-round and "nanny-like" services such as talent identification, settlement, enrollment, incentives and subsidies, housing and children’s enrollment, so as to relieve the worries of talents and create a yearning for talents.

　　"Keep it" and "Use it well"

　　Multi-measures to help build a strong province with talents

　　Recruiting talents and attracting talents is a systematic project. Talents should not only be "attracted" but also "retained" and "used well". Next, what is the focus of recruiting talents and attracting talents in Henan? According to the relevant person in charge of the organizing committee of the conference, our province has made continuous efforts to implement the "last mile" policy, fully authorized it according to the demand, and played an active role in talent training, introduction, use, evaluation, incentive and service guarantee.

　　We will further improve the salary and post management system for researchers, implement the support policies for innovation and entrepreneurship of researchers, implement the salary distribution incentive mechanism for high-level talents in public institutions and the cash reward policy for scientific and technological achievements of researchers, and build an income distribution system that fully reflects the value of innovative elements such as knowledge and technology.

　　Strengthen career and keep people. Give full play to the role of post-doctoral mobile stations, workstations and innovative practice bases, introduce various types of science and technology business incubators, and provide more high-quality resources, projects, posts and application platforms for the transformation of achievements for young talents, so that those who want to be officers can have something to do and those who can do it can achieve great things.

　　Give priority to treatment and keep people. We will improve the incentive mechanism for the transformation and transfer of achievements, carry out pilot projects to give scientific researchers the ownership or long-term use right of scientific and technological achievements, explore ways to distribute the income from patent authorization into shares, options and bonds, encourage state-owned enterprises to implement a market-oriented salary system, and retain people with competitive salaries.

　　Optimize the environment and keep people. Efforts will be made to create a strong living environment, effectively implement the relevant benefits such as spouse employment, children’s schooling, medical care, etc., solve the housing problem of young talents by providing apartments for talents and granting subsidies for renting and buying houses, so as to create a good living environment for young talents to concentrate on innovation and entrepreneurship.

　　Innovative mode keeps people. Explore the mode of "external use", encourage qualified enterprises to establish "talent enclaves" in talent gathering areas, absorb local superior talent resources for our use and create more and higher-level innovations for our enjoyment. (Zhang Jiaqi, Guo Xuru)

Text | Jiang Yuqi

Editor | Shi Yedong

Who is the number one IP in the world?

If it comes to the influence of film works, the phenomenal IP "reconnection" in recent years may be well deserved; If you compare the loyalty and madness of fans, then "Star Wars" may be difficult to find opponents; However, if "gold-absorbing ability" is taken as the judging standard, Pokémon (officially translated as Pokémon, also translated as Pokemon, Petelf and Poké mon) led by Pikachu really deserves it.　

Pokémon’s first live-action film Pokémon Detective Pikachu

ID: Youhaoxifilm found in Wikipedia’s "List of Highest-Grossing Media Franchises" (hereinafter referred to as the "list") that in the past twenty years, the copyright owners of Pokémon’s products have made accumulated profits of more than 90 billion US dollars through product sales and derivative licenses, ranking first in the IP category of major film and television animation games. This figure is higher than Disney’s Mickey Mouse ($70 billion) and Star Wars ($65 billion), and more than three times that of Marvel Comics movies ($28 billion).

Statistics as of March 2019, unit: USD.

Today, Pokémon’s derivative film, Pokémon Detective Pikachu, which is also the first live-action version of the IP, officially landed in the mainland cinema. As of poison eye’s press release, the film’s arrangement ratio has reached 38% today. In the past few days, the WeChat index of Pikachu has also increased by more than 30% every day, and it has surpassed The Avengers on the 8th. In order to create momentum for the film, the film even invited two business leaders, Wang Jianlin and Ma Huateng, to give the "Pikaqiu" platform, which can be described as quite a row.

How can a small Pikachu have such great market value and influence?

The birth of "the first IP": how "Pikachu" became popular all over the world

In 1989, Nintendo, a Japanese company, one of the three largest video game giants in the world, launched the epoch-making product GameBoy (hereinafter referred to as GB). Driven by the famous game Tetris, GB gained wide acclaim as soon as it came out, among which Tetris alone won tens of millions of sales within two months after its launch.

At the same time, Tian Kaozhi, a "game enthusiast", set up a game development club, GameFreak, trying to make some action games. In Tian Kaozhi’s view, the most distinctive feature of GB is not the lightness and thinness of the company’s main promotion, but its "wired communication function", which reminds him of catching insects and interacting with insects with friends as a child, and thus the idea of developing a game of cultivating and exchanging "insects" came into being-Pokemon took shape.

Tian Kaozhi, founder of GameFreak

As it happens, in 1994, due to the appearance of 32 hosts such as 3DO, SS and PS, the sales volume of GB, which is not dominant in capacity and image quality, began to decline. The annual sales volume in Japan plummeted from more than 3 million to 1.81 million, and the sales volume of software also dropped from nearly 18 million to 10.3 million. In order to get rid of the crisis, Nintendo began to focus on finding new selling points of GB, and Pokemon, which was developed by GameFreak and emphasized the brand-new concept of communication warfare, received attention.

In 1996, the first generation Pokemon games, Pokemon Red and Pokemon Green, were officially launched. Unfortunately, at that time, GB was no longer the most popular handheld device on the market, so Pokemon didn’t make much waves in the early days, and only sold 200,000 copies in one month.

However, at the same time that the first generation of Pokemon was launched, a comic book called Pippi Biography based on the characters in the game began to be serialized. In this cartoon, Pikachu only appeared as a supporting role, and the real protagonist was another Pockmarked Pippi, and the painting style and storyline were also quite meaningless, which was very different from the series of works known to the public later, but it was welcomed by many readers at that time.　

When Nintendo saw this, it started marketing with the biography of Pippi as the position. For example, readers who bought the biography of Pippi had the opportunity to participate in related activities and win the limited edition dream of Baokemeng. Because the number of "dreams" is only 100, relying on hunger marketing and the high popularity of Pippi Biography, it instantly attracted a large number of users to participate, which suddenly boosted the popularity of Pokemon.　

By March 1997, Pokemon had jumped to the TOP30 of Japanese software sales list. With the participation of more users, the interactive and battle functions of Pokemon have also been displayed, and the game experience has been greatly increased. In the following two years, Nintendo revised the game and launched Pokemon Blue and other versions. The sales of the first generation of Pokemon also increased year by year, and eventually sold 45 million sets, becoming one of the most popular games in Nintendo’s history, and successfully revitalizing the company’s business.

Nintendo, who wants to pursue victory, constantly updates its handheld devices, and successively introduces new products such as GameBoy Color(GBC) and GameBoy Advance(GBA) with better picture quality and lighter weight, and at the same time continues to launch new Pokemon games in conjunction with GameFreak. After 1999, Pokemon series successively launched Poké mon Gold and Silver, including seven generations (the eighth generation was released this winter) of handheld games and a large number of derivative games and console games, which reached more than 70 models, sold more than 300 million sets worldwide, and won eight related world records issued by Guinness World Records, laying the foundation for the worldwide popularity of this IP.

However, due to the limited ability to develop and update early Game Freak games, Nintendo, who was worried about the decline of Pokemon, found the primary school of Japan’s largest publishing group and worked together to create derivative cartoons and animations of the IP to gain time for game development. In 1997, while Pokemon became more and more popular, the first Pokémon animation was officially launched. In this series, Pikachu, who has a high popularity in the game, replaced Pippi as the protagonist and suddenly became the spokesperson of Pokémon, an IP.

"Pokémon" animated poster

Facts have proved that the animation of Pokémon is an extremely correct choice. Compared with games with a certain threshold (requiring equipment), with the help of TV and the rising Internet, animation has become a better communication carrier for Pokémon.

During the first generation of Pokémon (1997-2002) broadcast in Japan, the average audience rating reached more than 10% (the average audience rating exceeded 15% in some late Shi Ying League), and almost every episode ranked in the top ten in the same period; The theme song of the animation "The Goal is the Master of Pockmarked Dreams" also captured 1.85 million album sales in Japan; Up to now, 80% of the more than 1,000 episodes of Pokémon in six seasons are ranked in the top ten in the same period.

While the influence of Pokémon is gradually increasing in Japan, IP operators are constantly pushing it to the world. In the United States, companies such as Pokémon and Disney have had in-depth cooperation. In 2000 alone, more than 25 million animated DVDs and VCD； were sold. Statistics from India show that this series was once the animation with the largest number of users among audiences aged 4-14. Up to now, Pokémon has been broadcast in 124 countries. Even in 2016, Netflix revealed that Pokémon is one of the most popular series on Netflix.

The best-selling DVD of Pokémon.

With the popularity of Pokémon and the expansion of Pokemon’s global influence, Poké mon has gradually occupied an increasingly important position in the hearts of users all over the world. In 1999, Pokémon appeared on the cover of Time magazine, and Pikachu was named the second most influential person of the year by Time magazine, calling him "the most popular animated character after Hello Kitty".

In recent years, Pokémon’s influence has a tendency to surpass the pure entertainment field and gradually become a cultural symbol. In the United States, during the election, Hillary Clinton and other politicians even went to the gathering of American Pokémon fans to canvass this huge audience. In Japan, Pikachu is regarded as a "national symbol". When Japan played in the World Cup in 2014, Pikachu defeated Doraemon, etc., and joined hands with more than ten other Pockmarked Dreams to become the mascot of the Japanese team.

　How do Pikachu earn 90 billion dollars?

Such a large global influence naturally makes the market value of Pokémon IP rise.

As early as 1998, Nintendo and Game Freak jointly established The Pokémon Company for brand licensing and derivative product development, and successively set up subsidiaries in the United States and South Korea for different markets. By 2003, the image of Pikachu alone could earn $800 million a year, and it was even selected as "the most profitable virtual character of the year" by Forbes. Today, Pokémon has created a total income of 90 billion dollars for all partners, which is even more difficult for Marvel Comics.

So what did the "Pikachu" rely on to earn this $90 billion? According to the public information, Poison Eye has sorted out the public realization modes of Pokémon on the Internet, and divided them into the following categories: authorization and sale of peripheral derivatives, sales of electronic games, sales of card games, animation and movie income. The specific division is as follows-

The form is from Wikipedia.

1. Authorization and sale of peripheral derivatives

The authorization and sale of peripheral derivatives is one of the most profitable businesses related to Pokémon at present. According to the "list" data, the related income has accumulated to more than 60 billion US dollars in the past two decades. At present, Disney, an entertainment giant in Japan and China and the overlord of derivatives, can earn $45 billion a year from derivatives, but this is the result of the joint efforts of many phenomenal IPS such as Mickey Mouse, Marvel Comics and Star Wars, and Pokémon can sell an average of $23 billion a year, which shows its influence.

In 2004, one year after Pokémon was launched in India, the total sales of related licensed goods exceeded 10 billion rupees, equivalent to 22.1 million US dollars. In Europe, Pokémon-related toys are called "dominant" by the local media. The British Toy Industry Association has awarded the annual toy awards to related products many times. Until 2017, in Britain, Italy and other places, the annual sales of Pokémon toys still increased by more than 50%.

In 2017, Alibaba Pictures and The Pokémon Company reached a strategic cooperation, obtained the development and marketing authorization of Pokémon’s peripheral products in China, and began to promote related products on Tmall and other platforms. According to the data disclosed by Alibaba Pictures, in the first three days of the launch of related products, the transaction volume was nearly 20 million yuan, and the UV was 2.5 times that of the same order of magnitude in daily life, while the daily sales of Pokémon-related derivatives was 30 million yuan.

In 2017, the daily sales volume of Double Eleven Pokémon derivatives reached 30 million yuan.

According to incomplete statistics, there are thousands of genuine Pokémon derivatives around Pikachu at this stage, involving daily necessities, clothing and snacks. In addition to authorized goods, ThePokémon Company has opened more than ten "Baokemeng Centers", nearly 30 "Baokemeng Specialty Stores" and several regional online stores around the world.

2. Video game sales

Video game sales is the oldest and most traditional cash channel of Pokémon, and it is the most popular game IP on almost every Nintendo handheld after GB. Up to now, Pokémon’s various derivative games have sold more than $17 billion and more than 300 million sets worldwide, ranking second in the history of video games in terms of sales volume, second only to Mario produced by Nintendo, and also the best-selling role-playing game in history.

If the handheld computer was one of the thresholds for the maximum popularity of Pokémon games in the past, then the arrival of the mobile game era has solved this problem well. In 2016, Pokémon GO was launched overseas, and accumulated 75 million downloads in half a year. By the end of 2018, Pokémon GO had attracted players to spend as much as 2.2 billion US dollars, including 795 million US dollars in revenue in 2018, up 35% year-on-year. Niantic, its game developer, has also received $200 million in financing and a valuation of $4 billion.

Such a huge income was created when the China market was not fully opened. Although Pokemon has been popular all over the world twenty years ago, mainland players are almost always exposed to pirated and cracked versions. In 2014, even mainland Pokemon fans wrote a petition to Nintendo, hoping to promote genuine Chinese works. Not long ago, Tencent got the agency right of Nintendo’s hottest handheld NS in the mainland, which means that some Pokemon games supporting NS will have the opportunity to gain more space in the mainland in the future.

It is worth mentioning that games are also creating new income possibilities for derivatives and film and television products, and many mature games themselves have gradually formed influential IP, which has the possibility and space for fission. The movie Pokémon Detective Pikachu is a film adapted from the enhanced version of Nintendo’s game The Birth of Detective Pikachu’s New Partner. Thanks to the popularity of this film, the film also opened the "Detective Pikachu Theme Entertainment Exhibition" and a series of pop-up shop in China, which provided a channel for offline consumption of derivatives and continued to increase the income of products around them.

3. Card game sales　

Card game sales are one of the most easily underestimated channels for realizing Pokémon, but in fact, these seemingly insignificant pieces of paper have accumulated more than 10 billion US dollars in revenue. The official name of this card game is "PokémonTrading Card Game" (PTCG), which is an officially authorized card game with the theme of Pokémon.

According to the data disclosed on the official website of Pokémon, as of March 2018, PTCG has sold more than 25.7 billion copies worldwide; According to the statistics of NPD Group, an authoritative survey company in the United States, in 2017, PTCG occupied more than 80% of the market share in the European strategic card market, and the annual sales in many countries in that year increased by more than 400% year-on-year; According to the survey of License Global, as early as 2016, PTCG has surpassed the "Game King" to become the best-selling strategic card game.

Like video games, PTCG has not entered the domestic market due to copyright, policy and market restrictions. However, in Japan, Europe, America and Hong Kong, China, PTCG is promoted by big agents (for example, in North America, the agent of PTCG is the parent company of magic the gathering), and it has a good popularity in the local area, and even has special tournaments. Not only that, in the eyes of many collectors, PTCG also has a very high collection value, and the price of some rare cards can even reach hundreds of thousands of dollars.　

4. Animation and movie revenue

Animation and film revenue mainly includes the copyright income of comics and animation, as well as the box office income of theatrical films, and the global cumulative income has reached billions of dollars. Although this income is almost negligible compared with other incomes, movies and comics, as an important carrier of Pokémon to maintain its popularity and popularity, are still highly valued by Nintendo, elementary school and other interested parties.

In addition to the nearly 1,000 episodes of animation and related cartoons mentioned above, Pokémon has released 1-2 theatrical works every year since 1998. After the first theatrical version of Pokémon: The Counter-attack of Super Dream was released in 1998, it first achieved 7.3 billion yen in Japan (the second in the whole year); Later, when the film was released in North America and other places, it also accumulated more than 160 million US dollars at the box office, setting a box office record for Japanese films in many countries and regions.

Pokémon: The Counter-attack of Super Dream

Counting Pokémon, which will be released in July this year, 23 theatrical versions of Poké mon have been released in the past twenty years, including five in North China and one in mainland (Poké mon: Volcanion and Magearna with a box office of 25 million in 2017). Although the follow-up works failed to continue the glory of the first work, they can still harvest 2-4 billion yen at the local box office every year, ranking among the top 20 in the annual box office list.

The contingency and inevitability behind Pokémon’s popularity.

Thanks to many business lines covering all fields of cultural consumption, the popularity of Pokémon has been growing stronger with the diversification of media forms and entertainment channels since its birth 23 years ago, so that many practitioners talk about Pokémon with admiration and envy. Newell, the boss behind steam, the hottest game platform, has repeatedly lamented the greatness of Pokémon, saying that its developers have made this series better than any other series, and this IP is also the most valuable IP in history, stronger than any product of V Society.

Judging from the development history of Pokémon, there are too many accidental factors that cannot be copied in its success.

The expression of "Big Detective Bikachu" released today is cute.

For example, Pikachu is like this because the designer Nishida Dunzi happened to be raising squirrels at that time. The dream of Pokemon, which helped Pokemon come back to life, was originally a setting to be deleted, but the designer secretly left it behind. Before choosing Pikachu, Nintendo and the Academy actually considered other protagonists, Pippi and another treasure dream Ibu were both taken into consideration … If history is allowed once, any deviation in details may make this IP miss its status today.

But in addition to all these accidents, there are some inevitable factors.

In fact, Nishida Dunzi was not in the design team at first, and the initial design of Pokemon was mainly undertaken by another male designer, Shanshan Jian. Although he also created classic images such as Snorlax, he bluntly said that he always designed images with male thinking, and couldn’t think of any way to create some lovely treasures that female players would also like to participate in the collection. So Shanshan Jian took the initiative to find a female designer, Nishida Dunzi, and created the original Pikachu with the help of the latter. The reason why this "electric squirrel" is called "Pikachu" is also because the name is cute and fits the pronunciation habits of western users.

The earliest Pikachu

The selection of Pikachu as the protagonist of Pokémon is also the result of the team’s consideration in many aspects: First, Pippi in Pippi Biography is too serious to be the protagonist of an all-age animation; Secondly, Pippi’s color is pink, while Pikachu’s is yellow. In the aesthetics of oriental audiences, yellow is more neutral than pink, so it won’t lose male users. In addition, yellow is more recognizable and impactful than other colors, and it is easier to stand out in derivatives.

As for the popularity of Pokémon, it’s not just luck.

Masaichi Kubao, director of the Academy and known as "the father of Pikachu", revealed that Pokémon would do a lot of research before entering any overseas market. "Especially when we push animation to a big market like China, we often look at some works that are very popular in China, or some works that are hot in China but can’t achieve such good results in Japan, and then analyze the reasons. This is the way we use to learn the market differences in different countries. When we brought Pikachu to China, we also did a lot of investigations, including still doing so today. "

It can be seen that although the game of Pokemon and the animation of Pokémon are full of many unknowns in the creative stage, the team is sufficiently forward-looking, and the acceptance, derivative sales and audience characteristics are all included in the planning of the producers, giving them full attention and preparation. And the attention to every little detail has finally made this IP.

On the contrary, before, China derivatives industry practitioners told Poison Eye that one of the important reasons why China film and television derivatives can’t make achievements is that many companies are not forward-looking enough (click here to read: The Wandering Earth derivatives are hot, why didn’t anyone dare to do it before the screening? ), in the creative stage, the elements suitable for derivative development were not selected in advance, and they often waited until the eve of going online to cram for the last minute and make some shoddy products, which further delayed the breakthrough of derivatives in China.

Whether it’s Pokémon, which has remained strong for 20 years, or Marvel Comics, which has accumulated a lot of money and spent ten years building the strongest IP on the screen, these successful IPS are undoubtedly telling the same truth: the success of a good IP was not built in a day. On this road, there are still many places to be cultivated slowly in China’s film and television industry and even the entire entertainment industry.

References:

[1] List of Hester-Grossing Media Franchises Wikipedia

[2] "Tian Kaozhi, the man who created Pokemon" was published by Tailang Gong and Ota Tian Kaozhi in 2004.

(The sales volume and sales data involved in this article are all from Wikipedia statistics unless otherwise specified.)

　　"The apron is only about 300 meters away from the terminal building. Why do you have to charge so much for such a short distance in car ferry?" Recently, passenger Xiaoxin (pseudonym) posted on the Internet that she and her colleagues flew from Beijing to Wenzhou on the 4th. After disembarking, she took the first-class exclusive car ferry with her to help her first-class colleagues with their luggage. However, Xiaoxin was charged 398 yuan by the airport because she was an economy class passenger. Faced with the query of Xiaoxin’s "overlord clause", Wenzhou Airport responded that the charges were clearly marked and the passengers had been informed in advance.

　　passenger

　　It is unreasonable to charge 398 yuan for 300 meters.

　　It is understood that on May 4, Xiaoxin and a colleague returned to Wenzhou from Beijing on business. Because they didn’t buy a first-class ticket, they took economy class. After arriving at the airport, Xiaoxin went to car ferry in the first class for the sake of helping his colleagues with their luggage.

　　According to Mr. Chen, a colleague of Xiaoxin, "Xiaoxin thought this charge was expensive at that time, so after paying the fee, he specifically asked them for the invoice."

　　On the evening of the 6th, Xiaoxin reported this problem to the airport staff through the complaint telephone number of Wenzhou Airport, and asked if there were any relevant documents stipulated by the price department, and the reply was "This is the regulation of the airport".

　　"As for the relevant documents, they said they did, but they could not provide them to us." Later, the airport also explained that the VIP room and car ferry consumption are linked together and belong to VIP consumption.

　　Is there a charge for car ferry? In this regard, Xiaoxin has several questions. First, should this fee be collected? Secondly, if you really want to pay the fee, does this 398 yuan meet the relevant charging standards stipulated by the price department? "Who will go to the VIP room to sit for a few hours when leaving Hong Kong? Why do you have to be tied up with other services such as VIP rooms when you leave Hong Kong? This is the overlord clause. "

　　airport

　　Passengers have been informed before charging fees.

　　According to a related person in charge of Wenzhou Airport, the car ferry flight attendant told the passenger that there was a charge of 398 yuan when he found this situation.

　　"The colleague of the passenger paid us the fee on the spot. This communication is no problem. The other party also recognized our obligation to inform, and we also provided them with invoices at that time."

　　As for whether the fees have been approved by the price department and whether the amount of fees is reasonable, the person in charge said that Zhejiang Province publishes the pricing catalogue of goods every year, but since 2015, the pricing catalogue of civil aviation no longer includes fixed item fees.

　　"Our fixed services are completely market-leading prices and do not need the approval of the price department. According to the operating conditions, we have the right to make price adjustments on our own. Moreover, we have also clearly marked the price, which is explained on the official website and service counter of the airport. " The person in charge also said that this price is not high from the price level of national airports, and it belongs to the lower-middle level.

　　For the specific expenses included in the 398 yuan, the person in charge said that "all services are included". "Whether entering or leaving Hong Kong, for example, passengers enter and leave through special passages, rest in VIP rooms, or enjoy refreshment services. The charges of this set of processes are inseparable, and it is impossible to extract one of the services for separate charges. The service model is the same throughout the country. "

　　Municipal bureau of commodity price

　　Currently involved in the investigation.

　　Yesterday, in response to this matter, the reporter of Beiqing Daily telephoned the Wenzhou Municipal Price Bureau. According to relevant sources, the competent price department of Wenzhou Municipal Government has been involved in the investigation that morning, and the relevant results will be announced as soon as possible.

　　The price bureau said that Xiaoxin’s affairs involved many aspects and were more complicated. It said, for example, can economy class passengers take first class car ferry? If you can, if everyone pays to sit, it may affect the feelings of other passengers. In addition, the Price Bureau has no information about whether the behavior of taking car ferry like Xiaoxin should be charged and who should set the fee standard.

　　"At present, there are three modes of price management in our country, namely, government pricing, government-guided pricing and market-regulated pricing. However, this case is quite special. Although we stipulate that there is no charge for passengers to use car ferry now, it is hard to say that passengers in economy class take first-class passengers in car ferry."

　　Expert opinion

　　Charge or no relevant basis

　　Whether car ferry should be charged at the airport, Zhang Qihuai, the chief expert of China Aviation Legal Service Center and lawyer of Lanpeng Law Firm, thinks that there is no relevant basis for the airport to charge passengers for taking car ferry.

　　Zhang Qihuai introduced, "There may be a corresponding price regulation for the driving route between the operation of car ferry and the airport, but this cost occurs between the operator of car ferry and the airport and has nothing to do with passengers, so passengers should not be charged any fees."

　　But at the same time, as a passenger, this practice also has some shortcomings. "Passengers should consciously abide by the relevant regulations on taking car ferry. It is also inappropriate to take an economy class ticket like Xiaoxin to take the first class exclusive car ferry, but it cannot be used as a reason for the airport to charge it."

　　Text/reporter Kong Dejun Intern reporter Wang