Editor’s Note: Food is the material basis for human survival, and it supplies all kinds of nutrients necessary for human body. The quantity and quality of nutrients contained in different foods are different. Therefore, whether the food composition in the diet is reasonable, that is, whether the quantity and quality of nutrients provided are appropriate and whether the proportion is appropriate, is very important for maintaining the physiological function, growth and development, promoting health and preventing diseases.

The third week of May is "National Nutrition Week". In order to further popularize the concept that "nutrition is a good doctor", we specially invited nutrition experts to deeply interpret the theme of this nutrition week, "Milk beans add nutrition, less oil is healthier", and promote nutrition and health knowledge to enter thousands of households. This year, the theme of Nutrition Week "Milk beans add nutrition, less oil is healthier" aims to guide the public to pay attention to the nutritional value of milk and beans, and emphasize the importance of reducing oil intake for health.

There are many kinds of nutrients from food, and about 40 kinds are needed by human body. According to their chemical properties and physiological functions, they are divided into five categories, namely, protein, lipids, carbohydrates, minerals and vitamins. Nutritional intake is necessary to maintain the normal function of the immune system and plays a key role in improving immunity. Immunity is an important mechanism for the body to fight pathogens and maintain health. Nutrition affects the development and function of the immune system, and nutrition has a vital impact on the development and function of the immune system. Various nutrients, such as vitamins, minerals, protein and fat, are involved in the formation and activity regulation of immune cells, which is very important for the normal operation of immune response. Immune cells are the core components of the immune system, including T cells, B cells, macrophages and natural killer cells. These immune cells need proper nutritional support to maintain their normal functions. For example, protein is the basic component of immune cells, while vitamins and minerals play an important role in regulating the activity of immune cells and resisting pathogens. Nutrition can also produce antioxidants in the body. Antioxidants such as vitamin C, vitamin E and β -carotene are helpful to reduce the production of free radicals and protect immune cells from oxidative damage. Adequate intake of foods rich in antioxidants is helpful to maintain the healthy state of immune cells and improve immunity.

Adequate nutrition intake is very important for maintaining the normal function of immune system and improving immunity. By ingesting foods rich in vitamins and protein, diversifying food choices, controlling the intake of sugar and salt, and adopting a healthy lifestyle, we can provide adequate nutritional support, enhance immunity and keep healthy. It is important that these measures should become part of our daily life, not just short-term behavior. By adhering to healthy eating habits and lifestyles for a long time, we can improve our immunity, reduce the risk of diseases and enjoy a healthier life.

Adding nutrition to milk beans: the perfect combination of high-quality protein and comprehensive nutrition

As an important source of high-quality protein, the nutritional value of dairy food can not be ignored. Animal milk, such as milk, goat milk and camel milk, is rich in essential amino acids needed by human body and has high biological value. In addition, milk food is rich in minerals and vitamins such as calcium, phosphorus and vitamin D, which plays an important role in promoting bone health and preventing osteoporosis. Lactose in milk can also promote the absorption of minerals such as calcium, iron and zinc. Adequate intake of milk and dairy products is beneficial to human health, especially to muscle and bone health. It is recommended to consume 300-500 ml of liquid milk or a considerable amount of dairy products every day. At present, the actual intake of most residents in China is far below the recommended amount, and more intake is encouraged.

It can increase the intake of milk and dairy products in many ways, such as adding it in baking, stewing and other cooking processes, which is nutritious, healthy and delicious. When choosing milk and dairy products, look at the ingredient list and nutrition label first, and you can’t replace milk with milk-containing drinks. Lactose-intolerant people can choose lactose-free and low-lactose milk or fermented dairy products such as yogurt and cheese; Overweight, obese and hyperlipidemia people can choose skim milk or low-fat milk.

As an outstanding plant food, bean food also has rich nutritional value. Soybean, mung bean and red bean are rich in protein, dietary fiber, minerals and vitamins. Soybean, in particular, has a protein content of over 40%, and its amino acid composition is close to human needs, so it is a high-quality plant protein source. In addition, dietary fiber in legumes plays an important role in promoting intestinal peristalsis and preventing constipation. Soybean products are usually divided into non-fermented bean products and fermented bean products. Non-fermented bean products include bean curd, soybean milk, dried bean curd, bean curd skin, yuba, etc., which are made by soaking, grinding, deslagging, boiling and molding. Fermented bean products, such as fermented bean curd, douchi, bean paste and soybean sauce, are usually fermented by microorganisms, thus having a unique flavor. Soybean is rich in protein, unsaturated fatty acids, calcium, potassium and vitamin E, which is suitable for all people. It is suggested that adults consume an average of 15-25 grams of soybeans or equivalent amounts of soybean products every day. Soybean and its products are an important food source for vegetarians in protein, and they should be taken in sufficient amount every day. The average daily intake of vegetarian people should be 50-80 grams, and that of egg white people should be 25-60 grams.

The nutritional advantages of the combination of milk and beans are very prominent. High-quality protein, minerals and vitamins provided by dairy foods complement each other with dietary fiber, plant protein and other nutrients in bean foods, forming a comprehensive and balanced nutritional system. This kind of nutrition collocation is helpful to meet the human body’s demand for various nutrients and promote health.

Less oil is healthier: scientific diet helps healthy lifestyle

Too much oil intake is harmful. Oil is one of the important nutrients needed by human body, but excessive intake will have adverse effects on health. Excessive oil intake will lead to excess energy and increase the risk of chronic diseases such as obesity, hypertension and hyperlipidemia. In addition, the oxidative decomposition of oil in the body will produce harmful substances such as free radicals, which will cause damage to cells and accelerate the aging process. There are four ways to reduce and control oil in the kitchen. First, use less animal fat, and vegetable oil is recommended for cooking. The nutritional composition of different cooking oils is different, so change the varieties appropriately when purchasing cooking oils. The second is to use an oil control pot to reduce cooking oil. You can use a graduated oil control pot for home cooking, and use oil quantitatively and control the total amount. It is suggested that adults should consume 25-30 grams of cooking oil every day. The third is healthy cooking to cultivate a light taste. When cooking, try to use less oil methods such as steaming, boiling, stewing, stewing and cold salad to avoid high-oil cooking methods such as frying and frying. This can not only reduce the oil intake, but also keep the original flavor of food, which is more conducive to health. The fourth is to control the temperature and oil temperature. When cooking, we should pay attention to control the temperature and oil temperature, so as to avoid the oxidation of fatty acids in food caused by too high oil temperature and generate compounds harmful to human body. At the same time, too high oil temperature can easily cause food to burn and produce harmful substances.

In order to maintain a healthy lifestyle, we should control oil intake scientifically and reasonably. First of all, we should reduce the intake of saturated fat and trans fat, such as animal fat and fried food; Secondly, it is necessary to increase the intake of foods rich in unsaturated fat, such as olive oil, nuts, fish, etc.; Finally, we should pay attention to the cooking methods of food, and try to choose low-oil cooking methods such as steaming, boiling and stewing to reduce the use of oil.

In addition, we can reduce the fat content of the whole diet by increasing the intake of low-calorie and high-nutrient foods such as vegetables, fruits and whole grains. These foods are rich in nutrients such as dietary fiber, vitamins and minerals, which help to promote intestinal health, improve immunity and prevent chronic diseases.(Liu Lingying, Zhao Shuanglin)

You may not have seen the film, but you must have heard it.This song.

There is quite a sad feeling.

Many people have probably had such a moment when they need to choose.

Just like Ah Kan, a friend recently graduated, and almost formed a daily question:Am I staying in Beijing? Or go back to your hometown?

There is no way to answer this question. Because it’s too heavy!

After all, no matter which one you choose, there is no guarantee that you will not regret it.

But Ah Kan undoubtedly admires those dream catchers who are willing to go to other places for their dreams.

Reminiscent of "500 miles" in the movie[drunken folk songs]The scene that sounded-

In the darkness of the audience, there is a musician who is down and out in all kinds of ways.

He has been floating in Greenwich Village, new york all his life, and has never made a big splash.

But everyone who has wandered between ideal and life can also feel a little "divine" light in him.

01

In the 1960s, the eve of Bob Dylan’s era.

Loser, a folk singer, carried a cat named Ulysses from new york to Chicago, and then back to new york, running around and doing nothing.

His name is …Levine Davis(oscar isaac).

The opening picture of this film is an antique microphone with a faint light.

In today’s "Gaslight Cafe", which is famous for its music history and approachable at that time, Levine played and sang with a vicissitudes of life.Twist me, oh twist me：

"God, I’m so hungry that a straw can cover me up."

Strong feelings, almost tears.

This is also the first flaw in the film’s ten complete folk performances. Divided by music and story, the Cohen brothers don’t have to play surreal tricks, so they divide the film intoTwo parallel worlds.

The music world is refined and pure, and the art is rich, just like tom hooper’s [Les Miserables], which adopts the recording in shooting (except for the quartet);

The story world is full of absurdity, bad luck, swearing and incompetence, and Kafka style is close to [serious man] and [barton fink] in Cohen’s works (Palme d ‘Or Award in 1991).

At the end of the song, Levine was called to the back street, and was held by a gloomy man in a hat with an old fist.

This mysterious episode is repeated at the end of the film, symbolizing a reincarnation.

Many people say that [Drunk Hometown Folk Song] is a "Song of Lu Se".

After all, the folk poet in the film never wakes up in other people’s beds in the morning, and then moves from one sofa to another.

In winter, there is no decent coat. Long-distance travel relies on shrinking in the street to stop the car, taking the subway for a short distance, dragging the guitar box wherever you go;

When you run out of ammunition and food, you should think about your parents’ property, or go to sea as a sailor for a while.

Folk singer Zhao Lei sang in his "People": "I am just a poor boy, and my life is as simple as a stone."

This has almost become a common state of existence for folk musicians.

But rather than saying "loser", I prefer to say that Levine is an obviously inappropriate person.

Although Levine’s affectionate performance was cheered by the audience, the songs that can sell well in this complicated world are always vulgar songs that he disdains.

He disdains these catchy songs, and even more disdains being able to resonate with the audience. He never compromises in art.

When the couple who provided his sofa invited him to sing a song at the dinner table, Levine was sensitive that his career was looked down upon.

"I am an artist, not for your entertainment!" In a word, almost "ruined" the friendship between the three people.

I went to the club in Chicago for an interview. After a song, the manager replied bluntly, "It won’t sell much.".

This "closing statement" that broke the hearts of the audience, Levine did not struggle too much and even refused the invitation to join the choir.

No wonder the girl he got pregnant called him "Midas’ stupid brother"! Midas has a touch of gold, which turns everything into gold, but his stupid brother turns everything into garbage. )

His disdain and intransigence, like black humor, filled the film, making the audience feel ridiculous and deeply sad.

02

[Drunk Hometown Folk Songs] was released that year, which broke many people’s expectations.

Because before the screening, I only heard the folk musicians who paid tribute to the 1960s, but after watching it, I realized that it neither faithfully restored the history of folk music, nor was it a masterpiece that made a biography for real people.

It reminds people of [a generation of masters]: under the banner of restoring the Wulin of the Republic of China, I talked about the emotional life of several people.

But the Cohen brothers are not as crazy as Wong Kar-wai, and Wong Kar-wai is not as black and humorous as the Cohen brothers.

There are not many masters here, only one star is not full.Dave van rank(Dave Van Ronk) is the prototype.

In the end, Levine, born out of the womb, is a complete loser and "bastard" completely different from the prototype.

The film was undoubtedly inspired by Van Locke’s biography The Mayor of McDougall Street.

The title of the film is "Inside Llewyn Davis", which is taken from a record named "Inside Dave Van Ronk" by Van Locke.

Levine’s unsold vinyl album jacket is almost the same as Inside Dave Van Ronk.

There is a cat in the lower right corner of the album jacket, and the cat is the story point that runs through the whole movie.

At the beginning of the film, Levine sang "Twist Me, Oh Twist Me", which is also from the album Van Locke.

But beyond that, it’s hard to find the "Van Locke" part of Levine.

Van Lok himself is big, enthusiastic and loves reading and cooking. Because of his unique position in Greenwich Village, Jianghu people call him "Village Chief Fan".

It is rumored that he is the teacher of Bob Dylan, the "king of folk songs", who once called him.The supreme ruler of Greenwich Village.

Bob Dylan and Van Locke

In the movie, Levine and Bob Dylan also had a "side".

When Levine was beaten up, the singer on the stage of the pub was singing a song "Farewell", using Dylan’s signature original.

However, like every music trend, winners are often not pioneers.

Van Locke, the forerunner, "got up early and caught a late episode", never made a big splash in the end.

However, the film almost borrows half a history of folk songs, from 500 Miles and Farewell to Dink’s Song, and then to the soundtrack of The Last Thing in My Heart.

The first classic, the first palace level.

In this way, the Cohen brothers, who are good at paying attention to the losers, completed their bow to Van Lok.

Plus the excellent photography of this film-this is the first time that French photographer Delbon Nell has cooperated with the Cohen brothers.

Large-scale use of soft light, but it brings more and more bleak in winter in new york.

And some creative lighting, such as the lighting in the back alley of the opening bar, such as film noir, and the green in the rest station bathroom like an illusion, are impressive.

"Farewell, my dear," sang Farewell at the end of the film.

It’s like telling the end of an era. After tonight, the trend of history turns.

The bruised Levine only half-jokingly said "au revoir" ("goodbye" in French).

But he is not an outcast of the times.

Inside the decadent skin, there is some divine glory, and his pursuit is above the times.

He will be remembered.

03

[Drunk Hometown Folk Songs] There is a scene of burning the midnight oil, which is very Cohen-style black.

Driving in a snowy night, Levine almost ran into a cat. The daily situation took a poetic texture and an out-of-body experience.

Can’t help but remind Ah Kan of movies.[Killed a sheep]Chinese Tibetan manKimbaru hit the lamb and killed in his dream.The mysterious fantasy.

Strangely enough, similar to the head-to-tail occlusion of [drunken folk songs], [killing a sheep] also has a closed-loop structure.

I have to talk about this director.

Like Levine, director Pema Tseden is a very simple and pure person.

He was born in Jiuna Village, Guide County, Qinghai Province, which is located in Amdo Tibetan Area, one of the three major Tibetan areas (Tibetan areas are generally divided into Amdo, Kangba and Weizang).

Since then, Pema Tseden’s creation has always been rooted in this fascinating hometown.

Singing in the song: "Lord I’m five forgotten miles away from home. "

And Pema Tseden once left home for thousands of kilometers, and ran to the distant Beijing to pursue his movie dream.

To this end, what he did was even a sensation in his hometown-he resolutely quit his enviable local public office job.

Although I don’t know whether I can be admitted to the university, I just want to go and cross the rubicon for my career and dreams.

From Qinghai to Lanzhou and then to Beijing, he is getting farther and farther away from his hometown in physical distance.

But psychologically, he has never been far from his hometown.

Over the years, I have written novels and made movies, from [Quiet Rock] and [Tallow] to [Killed a Sheep], and then to the latest work [Balloon] to be released soon.

[Balloon] was shortlisted for the horizon unit of the 76th Venice Film Festival, which will be shown nationwide next Friday, November 20th.

These stories are all about Tibetan areas without exception.

On the street of Zhongguancun, Beijing, I saw a balloon floating in the air, wobbling and not knowing where to go.

The director’s thoughts can drift to his hometown thousands of miles away.

In the [balloon], the balloon became a condom representing fertility. The conflict between Tibetan women’s choice of reproductive rights, beliefs and reality is thus presented to us.

Pema Tseden has the same "inappropriate" part as Levine.

Just like when [Killed a Sheep] was released in 2019, it was just catching up with the tight schedule of [Avengers 4]. Everyone is sweating for "a sheep".

Pema Tseden is calm, don’t withdraw!

Because he believes that art films still have their own audience.

The film has been filmed for more than ten years, and the director has never given up creating films for his own people. He has a deep love for the Tibetan area where magic and reality are intertwined.

In a flashy place, 108,000 miles have passed, and he still has his original heart and is pure.

What kind of story will happen if such a Pema Tseden is allowed to watch [Drunk Hometown Folk Songs] with us?

Look at this week.Now movie APPofMovie FUN screeningThe seventh issue of columnDream of 500 miles away from home, will realize the gentle collision.

Monday, November 16th at 18:45.Director Pema Tseden will come to the current movie APP, join the online cinema and watch it with us.[drunken folk songs].

half past eight p.m.He will also meet with you after the screening and share the movie story.

Now scan the QR code, and you can reserve the location of the cinema.

How will a wanderer who leaves home treat another persistent dream catcher?

Scan the QR code, a live broadcast that can’t be missed!

Fan welfare

Welcome to interact with us in the message area.

Talk about your expectations for [balloons]

According to the quality of the message, we will

be carefully chosenonestripQuality review

Send a poster and a novel signed by Pema Tseden.

(The physical object is shown in the picture)

Plagiarists or fans will have no right to participate in any welfare activities.

The deadline is November 18th at 22:30.

The final interpretation of this activity belongs to Ben WeChat official account.

Pay attention to the current movie APPlive broadcast studioMore live events will be sent on the same day.Welfare goodie bag: Wanma signature film poster, Wanma signature film novel collection of the same name, and canvas bags around the film now.

　　CCTV News:On June 21st, WeChat official account, the National Bureau for Disease Control and Prevention, issued a public health protection guide for high temperature and heat waves, with the specific contents as follows.

　　In order to protect public health, in view of the health problems caused by high-temperature heat waves in summer in China, put forward intervention measures and suggestions for population health risks, guide the public to carry out scientific protection, and prevent and reduce the health hazards of high-temperature heat waves to the population, the Guide for Public Health Protection of High-temperature Heat Waves is specially formulated. This guide is applicable to public health protection in summer when high-temperature heat waves occur. The public should learn the basic knowledge about high-temperature heat waves and health, understand the basic concept of health protection for high-temperature heat waves, and take health protection measures for high-temperature heat waves.

　　First, the basic knowledge

　　1. High temperature heat wave

　　High temperature heat wave grade (GB/T 29457— 2012) defines high-temperature heat wave as a weather process with high temperature, high humidity and long duration, which makes people feel uncomfortable and may threaten public health and life safety, increase energy consumption and affect social production activities.

　　2. Health effects of high temperature heat wave

　　High temperature heat wave can directly cause heat-related diseases such as heat rash, heat edema, heat syncope, heat spasm, heat exhaustion and heat stroke. Heat spasm, heat exhaustion and heatstroke are three different clinical manifestations of severe heatstroke, as follows:

　　(1) thermal spasm. Short-term and intermittent muscle spasms with contraction pain occur after sweating heavily, which are more common in the muscles of limbs, masticatory muscles and abdominal muscles, especially gastrocnemius muscles, and are symmetrical. The temperature is generally normal.

　　(2) heat exhaustion. A group of clinical syndromes characterized by insufficient blood volume, such as hyperhidrosis, cold skin, pallor, nausea, dizziness, obviously increased heart rate, hypotension and oliguria, may be accompanied by dizziness and syncope. The body temperature often rises but does not exceed 40℃, and some patients only have a temperature rise in the early stage.

　　(3) heatstroke. The main clinical manifestations are obvious increase of body temperature and disturbance of consciousness, such as dry and hot skin, anhidrosis, delirium, coma, etc. May be accompanied by generalized epilepsy, rhabdomyolysis, multiple organ dysfunction syndrome and so on. Body temperature is as high as 40℃ and above.

　　High temperature heat wave can aggravate the occurrence and development of circulatory, respiratory, urinary and nervous system diseases, and cause cardiovascular and cerebrovascular diseases such as heart disease and stroke. Causing serious lung diseases; Causing an acute decline in renal function, leading to renal failure in severe cases; It can also cause mental and behavioral disorders, lead to cognitive disorders, anxiety, depression and other mental diseases, and then lead to an increase in accidents and casualties. Excessive exposure to high-intensity ultraviolet radiation during high-temperature heat waves will also have adverse effects on skin and eyes.

　　3. Key groups for health protection of high temperature and heat wave

　　There are three main categories of key groups. The first category is sensitive groups, such as children, pregnant women and the elderly. The second category is patients with chronic basic diseases, such as circulatory system diseases, respiratory system diseases, mental and behavioral disorders, kidney diseases and diabetes; The third category is outdoor workers, such as farmers, construction workers, sanitation workers, couriers and other personnel.

　　4. Early warning information of high temperature heat wave

　　(1) High temperature warning signal. The Meteorological Disaster Warning Signal and Defense Guide stipulates that the high temperature warning signal is divided into three levels (see Table 1 for details).

　　(2) Thermal health risk forecasting and early warning intervention information. Including health risk monitoring, health risk warning and health risk early warning information (see Table 2 for details).

　　Second, the basic idea

　　1. Scientific and effective individual protective measures can reduce the health hazards of high-temperature heat waves to a certain extent.

　　2. Timely release of high-temperature early warning and early warning intervention information of thermal health risk prediction and guidance to the public for scientific protection can effectively reduce health losses.

　　3. Children, pregnant women, the elderly and other sensitive people, people with chronic basic diseases need to strengthen their own protection under high temperature and heat wave. The health protection of outdoor workers in high temperature and heat wave should be paid attention to.

　　Third, the general population protection measures and suggestions

　　1. Keep the indoor environment cool

　　(1) Maintain proper temperature and humidity. When the indoor temperature is high, cooling equipment can be used to reduce the ambient temperature; At night and in the early morning, the temperature can be lowered by opening the window for ventilation. When the indoor humidity is not suitable, dehumidification or humidification equipment can be used to adjust the indoor humidity.

　　(2) reduce direct sunlight. Close the window of Chaoyang or use sunshade, curtain, etc. to block the direct sunlight.

　　(3) Reduce the use of indoor electrical equipment. Turn off unnecessary lights and heat-generating electrical equipment; Prevent fires caused by overload of wires due to excessive electricity consumption.

　　2. Reduce outdoor high temperature exposure

　　(1) reduce going out. Try to avoid outdoor physical activities and outdoor sports; If you need to go out for activities, try to avoid going out at high temperature.

　　(2) pay attention to sun protection. Wear light, loose and light-colored clothes when going out, and use sunscreen products.

　　(3) move in the shade. Try to avoid high temperature environment and direct sunlight, and should be active in the shade.

　　(4) Reduce physical exertion. If you need to go out in hot weather, you should reduce strenuous activities and pay attention to rest in time to avoid excessive physical exertion.

　　3. Pay attention to your health

　　(1) Prepare heatstroke prevention and cooling drugs. Store heatstroke prevention and cooling drugs properly and take them when the body is not in time (subject to the drug description); If you have chronic underlying diseases or take multiple drugs for a long time, you should consult a doctor.

　　(2) pay attention to regulating diet. Drink water in time, prepare heatstroke prevention drinks, moderate cold drinks, and avoid drinking drinks containing alcohol, caffeine and a lot of sugar; Eat less and eat more, and the diet should be light and easy to digest.

　　(3) Pay attention to the changes of body temperature. Measure the body temperature in time. When the body temperature is abnormal, you can use cold water, ice cubes, ice packs, ice towels and other cooling products to physically cool the skin, clothes or neck, and take a bath or shower when conditions permit.

　　(4) Pay attention to the symptoms of discomfort. Take summer medicine with you when you go out. In case of heatstroke, you can use the medicine to relieve the symptoms. If dizziness, headache, fatigue, thirst, excessive sweating, palpitation, flushing, burning skin, slightly higher body temperature and other symptoms of heatstroke, you should seek help in time, move to the shade as soon as possible to rest, measure your body temperature and replenish water; If muscle spasm occurs, you should immediately rest in the shade and properly supplement drinks containing electrolytes; If the symptoms persist, you should seek medical advice promptly.

　　(5) Seek medical attention immediately if symptoms are serious. In case of burning skin, confusion, excitement, slurred speech, irritability, delirium, convulsion and/or coma, immediately seek medical attention or call an ambulance, and rest in the shade immediately. Put cooling products in the neck, armpits and groin to cool down, measure the body temperature and keep ventilation.

　　Iv. Suggestions on protective measures for key populations

　　On the basis of doing well the protective measures for the general population, key populations need to strengthen their own health protection according to the following measures and suggestions.

　　1. Sensitive people

　　(1) Try to avoid high temperature. Avoid strenuous activities, so that the body can get a full rest; Encourage children who play outdoors to stay in the shade as much as possible, and pregnant women and the elderly to stay in cool rooms as much as possible.

　　(2) Ensure sufficient water and replenish electrolytes. Drink water actively, many times and in moderation, and don’t feel thirsty before drinking water; Properly supplement drinks containing electrolytes and avoid drinking drinks with too much sugar; Pay attention to the urine volume and color. If the urine volume decreases and the color becomes darker, it means that there is insufficient water in the body.

　　(3) keep in touch. Keep in touch with family and neighbors and get help and care from others in time. Old people living alone should visit every day and leave their contact information with neighbors or communities.

　　2. Patients with chronic basic diseases

　　(1) replenish water in time. Drink water actively, many times and in moderation, and don’t feel thirsty before drinking water; If the amount of drinking water is limited due to illness or diuretics need to be taken, ask the doctor about the reasonable amount of drinking water in time.

　　(2) reduce exercise. Do not engage in strenuous activities, so that the body can get a full rest; If you must exercise, try to arrange a cooler time of the day.

　　(3) Appropriate electrolyte supplementation. Replenish the electrolyte lost by the body through meals and drinks; If you are on a low-salt diet, you should consult your doctor.

　　(4) keep in touch. Keep in touch with family and neighbors and get help and care from others in time.

　　3. Outdoor workers

　　(1) replenish water and electrolyte. Drink 1 glass of water (200 ml ~ 300 ml) every 15 to 20 minutes in moderate intensity work activities; You should drink water before you are thirsty to keep your body hydrated. Eat meals and drinks containing salt and minerals in time to replenish electrolytes lost by the body.

　　(2) keep cool. It is advisable to wear reflective clothes and cooling vests with ice packs; Change clothes soaked with sweat in time.

　　(3) Reasonable arrangement of outdoor operation time. Try to arrange the work with high temperature exposure to a cooler time of the day; Outdoor workers should have regular rest, and rest should be carried out in a cool place or a place with cooling equipment; Shift system can be adopted in high temperature period to increase the rest time and frequency of workers as much as possible.

　　(4) Prevention of occupational heatstroke. Reduce the labor intensity and slow down the labor speed. If there are symptoms of heatstroke, you should immediately move to the shade and rest, and drink some water to cool down; If the condition is serious, you should seek medical treatment or call an ambulance immediately.

　　（5）Regular physical examination. Outdoor workers should have regular occupational health examination and emergency occupational health examination before and during their posts, and it is strictly forbidden to suffer from chronic kidney disease, uncontrolled hypertension, uncontrolled hyperthyroidism, uncontrolled diabetes, and systemic bruise area ≥ 20%, epilepsy and other personnel engaged in high temperature operations.

What I bring to you today is a-. As for the outstanding performance of the car, please read it together.

Let’s take a look at the appearance of the Audi SQ7 first. The front of the Audi SQ7 looks very fashionable and sporty. Coupled with sharp headlights, the design took the sports route. The car is equipped with LED daytime running lights, automatic opening and closing, adaptive far and near light, automatic steering, delayed closing, rain and fog mode and so on. Coming to the side of the car body, the size of the car body is 5066MM*1970MM*1701MM, and the car adopts clean lines, which gives people a very simple and generous feeling. With large-sized thick-walled tires, it looks full of sports. In the rear part, the rear looks atmospheric, the taillights are very comfortable, and with the unique exhaust pipe, the sense of neatness is vivid.

Sitting in the car, the interior of Audi SQ7 presents a tough design style, which meets the aesthetic standards of young people. The steering wheel of this car is very fashionable and made of genuine leather, which gives people a bright feeling. From the central control point of view, the car is decorated with a domineering touch-sensitive LCD central control screen, which makes the interior style impressive and very consistent with the temperament of the car. Finally, let’s take a look at the dashboard and seats. The dashboard of the car presents a cool design style and the shape takes the sports route. The car uses leather seats, the seats are wrapped in place, the materials are exquisite and the ride is comfortable.

Audi SQ7 is matched with an automatic manual transmission (AT) gearbox, with a maximum power of 373KW and a maximum torque of 770N.m, with good power performance.

The car is equipped with car networking, driving mode selection, remote control key, rear wiper, interior atmosphere light and other configurations, which fully ensures the convenience and comfort of the car experience.

Summary of the full text: such a car with the right price is enough to meet the daily practical needs, and it doesn’t take much thought to maintain it at ordinary times, and the price is good.

　　Cctv newsAccording to the Hydrological Center of Guangxi Zhuang Autonomous Region, at 8: 00 on September 4th, there were still four rivers, namely, Qingwan River, Zhuer River, Yujiang River and Yichang River, which were tributaries of Nanliu River, exceeding the police by 0.26 ~ 1.46 meters.

　　Affected by the subsequent heavy rainfall of Typhoon Sura No.9, Nanliu River and its tributary Qingwan River rose again. It is estimated that the main stream of Nanliu River will continue to rise by 1-2 meters in the next 4-12 hours, in which the flood exceeding the warning level will be about 1.5 meters in the reach of Zhangmu Town (warning level 62.7 meters) in Fumin District of Nanliu River, about 0.8 meters in the reach of Bobai County (warning level 50.2 meters) and about 0.8 meters in the reach of Yulin City, a tributary of Qingwan River (warning level 74.6 meters).

　　The Hydrological Center of Guangxi Zhuang Autonomous Region continued to issue a blue flood warning at 8: 00 on September 4, reminding Yulin, Guigang, Wuzhou and other cities and the above-mentioned areas along the Yangtze River and the public to strengthen their prevention and avoid risks in time.

Urban public space has played an irreplaceable multi-function in urban life since its birth, and it is an important place to prosper urban life, highlight urban connotation and reshape urban integrity. At present, China’s urban development has entered an important period from "with or without" to "with or without". Urban public space is one of the most valuable resources to be developed in the city. Revitalizing the existing public space as a carrier to create a green, livable, convenient, inclusive and shared urban life community is not only closely related to the construction and governance of urban space, but also closely related to people’s happy life.

Taking urban renewal as the guide to realize quality improvement and efficiency improvement of public space

During the 14th Five-Year Plan period, China’s urban development has entered an important period of urban renewal. An important feature of urban renewal is to change the development mode of large-scale urban construction in the past, and turn to pay equal attention to stock upgrading and incremental structural adjustment. In the process of urban renewal, it is particularly important to respect the law of urban development and develop the value of urban public space resources. From the perspective of local practice, there are mainly three ways.

● Activate old factories or transform old blocks.

By activating old factories or transforming old blocks, the functional quality and humanistic connotation will be promoted and rejuvenated.

At present, it has become a major trend to turn old workshops into art spaces, transform abandoned industrial parks into theme parks, and update old houses and streets into cultural blocks in the center of the city.

For example, in 2021, beijing municipal commission of development and reform approved three typical demonstration projects, namely, the demonstration base of hard science and technology industry in the city sub-center, the permanent meeting place of Beijing International Design Week in Zhangjiawan design town, and the sci-fi industrial cluster in Shougang, which supported the development of high-tech industries. At the same time, it also started important life service street renovation projects, such as Baitasi block, and reconstructed the streetscape of the old city through hardware infrastructure renovation and business upgrading.

● Strengthen green ecological restoration and return to landscape cities.

By transforming the space around the lake and the river, we can return the river to the people, the lake to the people, the shore to the people, and the scenery to the people.

For example, the public spaces on both sides of the Huangpu River in Shanghai have been upgraded and improved, and efforts have been made to create charming waterfront spaces that can be walked, read and have temperature; The plan of "Two Rivers and Four Shores" in Wuhan proposes to connect the coastline, integrate the dock facilities and leave more coastal space for the citizens. The public space upgrading project on the left bank of Yongding River in Beijing uses the waterfront space resources of Yongding River, integrates water conservancy culture, Shougang industrial culture, Fengsha railway culture, Olympic culture, etc., builds an open exhibition corridor, and creates a new bright spot in the Yongding River cultural belt in Xishan.

● Open the unit courtyard and build a complete green public space system.

Through "seamless connection" between courtyard greening and urban greening, we will further fill the shortcomings of infrastructure, create an open block, and realize returning green to the people and sharing facilities.

Since 2015, Changsha, Suqian, Zhengzhou, Quzhou, Taizhou and other places have successively launched the action of opening the unit courtyard. Through high-level overall planning and systematic planning, the greening roads and facilities in the unit courtyard have been made public, and a public park green space system with activity space and service function has been created.

The above three ways are to fully develop and utilize the functions of urban public space through upgrading and transformation, to promote the realization of green, livable, open, inclusive and shared high-quality living environment, to give residents more space for fitness, leisure and public communication, and to make people’s life in the city more convenient, comfortable and better. This is the basic essence of urban renewal, and it is also the inevitable follow for the high-quality development of urban human settlements.

Building a public space governance system with urban governance as the starting point

In essence, urban renewal is no longer a simple process of urban construction, but a process of urban governance, which involves the whole cycle of urban planning, construction, management, operation and service. At present, China has entered a new stage of high-quality development, and it has also reached an important juncture in the transformation from urban management to urban governance. From the perspective of local practice, it is mainly reflected in three aspects.

● Give full play to the main role of the government in the renovation and governance of urban public space.

On the one hand, strengthen the important role of the government in top-level design, and ensure that all policies and plans can be fully and effectively implemented through the government’s coercive power, overall planning and organizational support; On the other hand, we should give play to the important functions of government system integration, supervision and assessment, and ensure the overall and systematic progress of all work.

For example, some cities regard the urban public space governance project as a popular project of the government, which is included in the key content of doing practical things for the masses, and incorporated into the relevant assessment scope of civilized city construction, garden city construction and urban comprehensive management evaluation to be restrained and standardized to ensure the smooth implementation of the project.

● Build a collaborative governance platform with multiple participation.

The renovation and governance of urban public space needs to pay more attention to the relationship between governance subjects. By building a collaborative governance platform with multiple participation, the division of responsibilities of multiple subjects is refined, and corresponding standards and incentives are introduced to realize the marketization and socialization path of urban public space management, service and operation.

Taking the "property city" in Hengqin New District of Zhuhai as an example, the government has outsourced the whole urban public services through the "property city", and the general operator of urban public services has built a platform through the Urban Governance Committee, which has become an important bridge connecting the government, the market and the society. At the same time, it has also provided the whole process management, service and operation for urban public space, public resources and public projects, built a professional platform for urban governance, and built a clear responsibility, partnership and symbiosis.

● Explore a standardized, normalized, scientific and intelligent governance mechanism for urban public space renewal.

The difference between governance and management reflects system governance, legal governance, source governance and comprehensive policy. In the process of exploring urban public space governance, all localities also improve the efficiency of urban system linkage and overall operation by reshaping urban governance structure, optimizing urban governance process and promoting urban governance technology innovation.

For example, Beijing’s transition from "whistling in the streets and towns, reporting to departments" to "handling complaints immediately" and the current active governance is not only a process of changing governance concepts and diversifying governance subjects, but also reflects the upgrading of governance methods and means, focusing on scientific, intelligent and refined efforts.

At present, the construction of new urban infrastructure promoted by various places aims to build an important tool and platform for urban governance through the application of digital, intelligent and networked technologies, and also provide important technical support for ensuring the safe and orderly operation of public spaces and accurate and efficient services.

From the above three aspects, changes in governance concepts, governance systems and governance methods can reshape the environmental order of urban public spaces, make the renovation and governance of urban public spaces more in line with the laws of urban development and people’s needs for a better life, and truly reflect the systematic thinking of urban governance and the value concept of organic life.

Promoting the Co-construction and Sharing of Public Space Based on Co-creation

Urban public space is an important carrier of the close relationship between man and nature, the main place for residents to carry out social communication, and also an important place to build a beautiful environment and a happy life in the city.

Driven by the current concept of urban development, the co-creation of a beautiful environment and a happy life has become an important model and an important follow-up to promote residents’ participation in building a beautiful living environment, which can further promote the co-construction and sharing of urban public spaces. From the perspective of local practice, it can be summarized into three forms.

● Participate in the design and construction of public space.

Community is a place where residents live for a long time, and the affairs of the community are closely related to the residents. The renewal and transformation of communities should guide residents to take the initiative to participate.

For example, many "Participatory Design Workshops" were held in Beijing Changying Small Green Space Renewal Project, and residents were invited to participate in the garden design. Under the guidance of designers, residents expressed their demand for space and suggestions and opinions on the preliminary scheme through group discussion. After the scheme integration, the functional design of "Rose Fairy Tale Garden" was finally determined, and many residents participated in it from the start of the garden to the construction, through painting bottles, paving turf, building flower ponds and building together.

● Build the environmental order of public space together.

On the one hand, in the process of community renewal and transformation, the way of mobilizing residents to contribute money, materials, efforts and methods can change residents’ attitude towards maintaining public environment and order to a certain extent, and promote residents to cherish the fruits of hard work and continuously maintain a beautiful community environment; On the other hand, under the background of community governance led by Party building, we should give full play to the political mobilization and organizational co-ordination of grass-roots party organizations, and jointly promote the maintenance of environmental order in the neighborhood by building a party building alliance of all units in the street. At the same time, community party member double registration, community volunteer activities and social organization participation have also played an important role in guiding garbage sorting and promoting the creation of green communities.

Remodeling the public spirit of urban public space

The essence of urban public space is not the architectural form or landscape style it shows, but the rich and even different urban life it contains. It is this rich and diverse life style that inspires the vitality of public space and reshapes the social structure of public space.

For example, in the scene of community co-governance, Chengdu strengthens residents’ awareness of participation, promotes communication and builds an "acquaintance community" by taking interest activation as the guide and various community activities as the carrier. On this basis, it inspires residents to pay attention to and participate in public affairs independently, and gradually realizes the transformation from "acquaintance community" to "well-ordered community".

The above three forms are all based on urban public space, and more residents are encouraged to participate in the co-construction, co-governance and sharing of public space through organizational participation, party building guidance and scene creation, so as to reshape public spirit and social order.

The author is the National Mayor Training College (Cadre College of the Ministry of Housing and Urban-Rural Development)

Original Zhi Ling Jie’s children’s medicine circle

We often say that the full name of the flu is influenza. The symptoms of the flu are similar to those of the common cold, accompanied by high fever (above 39℃), sore throat, cough, sneezing, runny nose, headache, muscle pain, general fatigue and other symptoms. Compared with the common cold, the flu has a faster onset, stronger infectivity and more serious symptoms. Vaccination is an effective measure to prevent influenza virus. Children aged 6 months to 2 years are high-risk groups, so parents are advised to actively vaccinate their children. September-October is the best time to vaccinate them. Parents should pay attention to the arrival of local influenza vaccines and make an appointment in advance. Recently, many parents have consulted some questions about influenza vaccine in the background, and summarized them, hoping to help everyone.

Will influenza vaccination reduce immunity?

Influenza vaccine will not reduce immunity.

Under normal circumstances, the human body is not immune to influenza virus. It is suggested to vaccinate against influenza every year because vaccination can enhance the "immunity". However, with the passage of time, the protective power of the vaccine gradually weakens and the immunity returns to the normal level, not because the vaccine reduces the body’s immunity.

Is trivalent good or tetravalent good?

At present, China’s "influenza virus split vaccine" and "influenza virus subunit vaccine" are trivalent, and "tetravalent influenza virus split vaccine" is tetravalent.

Four-valent inactivated vaccine has one more protection of influenza B virus than trivalent inactivated vaccine, so it is suggested to choose tetravalent inactivated vaccine first. However, if there is only trivalent vaccine in the local area, it is not recommended to postpone vaccination in order to wait for tetravalent vaccine.

It is best to use the same vaccine to complete the vaccination procedure in the same flu season, but if the first vaccine is out of stock, other vaccines can be used to complete the vaccination procedure, such as the first vaccine is tetravalent, the second vaccine is trivalent, or the first vaccine is viral, and the second vaccine is subunit, or vaccines from other manufacturers can be used.

Why do you get the flu after vaccination?

There are many types of influenza viruses, and influenza vaccines only cover the most common types, so the efficacy against influenza is not 100%;

The incubation period of influenza is usually 1~4 days. If you are infected before you produce enough antibodies, you may get the flu.

Other diseases such as the common cold can produce flu-like symptoms, and flu vaccines can’t prevent these diseases.

How many doses should I get the flu vaccine?

Children and adults over 9 years old only need one dose even for the first time;

Children ≥6 months and < 9 years old should receive 2 doses of influenza vaccine for the first time (at least 4 weeks apart, not both doses at one time); If the first dose was inoculated at the age of 8 years and 11 months, the second dose should be inoculated after 4 weeks;

Children ≥6 months and < 9 years old have been vaccinated with one dose of influenza vaccine in the past. Both China’s CDC and the Hong Kong Department of Health recommend one dose this flu season, while the US CDC recommends two doses.

Children ≥6 months and < 9 years old who have been vaccinated with two doses of influenza vaccine in the past (trivalent or tetravalent, whether they were vaccinated in the same flu season or two consecutive flu seasons) and the interval is ≥4 weeks, only one dose is required in this flu season. In other words, two doses of trivalent vaccine were inoculated before, and one dose of tetravalent vaccine was enough for the first time this year.

Can I get an "adult dose" if I am under 3 years old?

Children under the age of 3 can be vaccinated against influenza. Sometimes there is no vaccine under the age of 3 in the local area, so the staff may say that they can’t fight.

"Adult dose" influenza vaccine refers to a vaccine with a dose of 0.5 mL, and some vaccine instructions believe that the vaccine is used for adults and children over 36 months old. Although the experiment shows that there is no significant difference in safety, reactivity, local or systemic adverse reactions between children aged 6-35 months using 0.5mL dose and using 0.25mL dose of tetravalent inactivated influenza vaccine (IIV4), they should still be vaccinated at the age suggested in the instructions.

Note: The concept of "dosage" is different from that of "dosage times". The influenza vaccine listed in China, 0.25 mL dose is suitable for children aged 6~35 months, and 0.5 mL dose is suitable for children and adults aged 3 years and above. Children who need two doses of 0.25 mL influenza vaccine should be divided into two doses with an interval of ≥4 weeks (28 days), instead of one dose of 0.5ml..

How long should the interval between the second and first doses be?

The contents of the instructions are usually based on the results of clinical trials, and it is suggested that the interval between two stitches should be 2~4 weeks. The guidelines are recommended based on the latest research data, and it is recommended that the interval be at least 4 weeks. For children who need two injections, the instructions in the guide should prevail, and the interval should be at least 4 weeks.

Antibodies with protective level can usually be produced after 2~4 weeks of influenza vaccination. If the interval between the second dose and the first dose is more than 4 weeks, the time to produce antibodies with protective level will be delayed accordingly, but the final effect will not be affected. Just make up the second dose as soon as possible.

Can I take anti-influenza drugs after vaccination?

Inactivated influenza vaccine can be inoculated during the prevention and treatment of influenza antiviral drugs. However, live attenuated influenza vaccine should not be inoculated within 48 hours after using influenza antiviral drugs;

If you have been vaccinated with live attenuated influenza vaccine, you should not use antiviral drugs to prevent influenza within 14 days (if necessary, you can treat it) because antiviral drugs will affect the immune effect of live attenuated influenza vaccine.

Original title: "Parents are most concerned about these issues about influenza vaccine"

Read the original text

　　People’s Daily Online, Beijing, April 27 (Reporter Qin Boya) After selecting 8,890 villages and 237,000 rural laborers from 1,527 counties (districts) in rural areas of 31 provinces (autonomous regions and municipalities directly under the Central Government) as survey samples, and conducting quarterly surveys in the form of household visits, the National Bureau of Statistics released the 2017 Migrant Workers Monitoring Survey Report on the 27th. According to the Report, 96.7% of migrant workers’ parents believe that their children are not discriminated against at school, but 55.8% of migrant workers’ parents report that their children in the compulsory education stage face problems such as high cost, difficulty in entering local schools, and no one to take care of their children.

　　The relevant contents of the Report are as follows:

　　The enrollment rate of children aged 3-5 (including preschool classes) was 83.3%, an increase of 0.6 percentage points over the previous year. Among the children aged 3-5, 26.7% are in public kindergartens, an increase of 1.3 percentage points over the previous year; More than 33.8% are inclusive private kindergartens, down 0.8 percentage points from the previous year.

　　The school attendance rate of migrant children of compulsory education age was 98.7%, which was basically the same as that of the previous year. According to the types of schools attended, 82.2% of migrant children of primary school age attended public schools, an increase of 0.4 percentage points over the previous year; 10.8% attended private schools funded by the government, an increase of 1.7 percentage points over the previous year. 85.9% of the children in junior middle school age are studying in public schools, an increase of 2.7 percentage points over the previous year; 9.7% attended private schools funded by the government, down 0.4 percentage points from the previous year.

　　96.7% parents of migrant workers believe that their children are not discriminated against at school, an increase of 0.3 percentage points over the previous year; 0.4% of migrant workers’ parents thought they were discriminated against, down 0.1 percentage points from the previous year; 2.9% parents of migrant workers don’t understand the situation, down 0.2 percentage points from the previous year. From the perspective of teachers, 77.3% of migrant workers’ parents are very satisfied with their teachers, which is 1.8 percentage points higher than the previous year. 21.9% thought it was average, down 1.6 percentage points from the previous year; Dissatisfied and very dissatisfied accounted for 0.8%, down 0.2 percentage points from the previous year.

　　For migrant children in the compulsory education stage, 55.8% parents of migrant workers reported that they faced some problems in going to school in cities, down 2.4 percentage points from the previous year. High cost, difficulty in local education and unattended children are the three main problems with the highest recognition rate of migrant workers’ parents, with the recognition rates of 26.4%, 24.4% and 23.8% respectively. Among them, the recognition rate of high cost and local difficulty in entering higher education decreased by 0.8 and 1.7 percentage points respectively compared with the previous year, and the recognition rate of children without care increased by 2.4 percentage points compared with the previous year.

　　For preschool children aged 3-5, 55.7% of migrant workers’ parents reported that they faced some problems in entering the park in cities, which was 5.7 percentage points lower than the previous year. High cost, difficulty in local education and unattended children are the three main problems with the highest recognition rate of migrant workers’ parents, which are 50.4%, 37.3% and 15.9%, respectively, down by 3.4, 5.9 and 0.9 percentage points from the previous year.

Continue to pay attention to Mr. Wang’s car purchase experience in Haikou. In January this year, Mr. Wang ordered a GX550 model in Haikou Zhongsheng Lexus 4S store. After signing the contract and paying the deposit, he was asked to pay an additional service fee of 100,000 yuan, otherwise he could not pick up the car. In response to Mr. Wang’s complaint, the reporter jointly enforced the law to investigate, and the attitude of the 4S shop was unexpected. In the end, the commercial department will sort out the evidence and hand it over to the law enforcement department for investigation and handling according to law. Next, we will pay attention to the latest progress of this matter.

News review

On the morning of January 16th, Mr. Wang was in Haikou Zhongsheng Lexus Automobile Sales & Service Co., Ltd., and talked about buying the latest GX550 model at a price of 931,873 yuan. The two parties subsequently signed a contract of intent to buy a car and paid a deposit of 50,000 yuan, stipulating that the car is a special car, and the deposit will not be refunded or exchanged. It is expected that the car will be picked up before May 10. But Mr. Wang didn’t wait to pick up the car, but on March 5, he waited for the 50,000 yuan car purchase deposit unilaterally returned by the 4S shop. The reason is that Mr. Wang refused to pay an additional service fee of 100,000 yuan as requested by the other party. After receiving the complaint report, Haikou Municipal Bureau of Commerce, together with the market supervision and management department, went to the store to interview the relevant person in charge on the suspicion that the 4S store violated the price law. The on-site customer service manager can’t come up with the relevant terms of the company’s collection of value-added service fees, and can’t explain why the deposit of 50,000 yuan is invalid. In the face of the on-site law enforcement of the two departments, the person in charge of Haikou Zhongsheng Lexus Automobile Sales and Service Co., Ltd. has always been strong.

Customer service manager of Haikou Zhongsheng Lexus Automobile Sales & Service Co., Ltd.: Then you can file a case and we will identify it.

After the news broadcast, Mr. Wang’s experience quickly attracted attention. The report quickly broke through 100,000+hits on the all-media platform of Live Hainan. The short video content had more than 1.5 million hits in one hour, and then quickly exceeded 7 million. After three hours of release, the total number of hits on the all-media platform exceeded 10 million, and the majority of netizens also expressed their opinions on this issue.

On the morning of March 9, the reporter came to Haikou Zhongsheng Lexus Automobile Sales & Service Co., Ltd. again. This time, another staff member docked the matter and said that it was not convenient to respond because it had not been properly negotiated with Mr. Wang.

In fact, complaints and reports about Haikou Zhongsheng Lexus Automobile Sales & Service Co., Ltd.’ s alleged price increase have continued.

In the column of March 15, 2019, the column "Live Hainan" conducted an investigation on Haikou Zhongsheng Lexus Automobile Sales & Service Co., Ltd., which was suspected of bundling gift packages at a higher price. Many car buyers questioned the sales behavior of Haikou Zhongsheng Lexus Automobile Sales & Service Co., Ltd., and commercial and market supervision departments were involved in the investigation.

Sales staff of Haikou Zhongsheng Lexus Automobile Sales & Service Co., Ltd.: There are also 200,000 gift packages.

Reporter: To buy this model, you must buy this 200,000 gift package?

Haikou Zhongsheng Lexus Automobile Sales & Service Co., Ltd. Salesperson: Right. Our store, every store, every Lexus store. If you book a naked car, it will take a long time to pick it up. If you book a naked car, it will take about a year.

Reporter: How many people wait for a year to buy a car? Can you stand it?

Salesperson of Haikou Zhongsheng Lexus Automobile Sales & Service Co., Ltd.: Then this is a choice for you.

Mr. Wu, the owner of Lexus: If you want this car, you can only accept his fare increase. If you can’t accept the fare increase, you’d better not buy Lexus.

Mr. Wang also told reporters that before buying the car, he also asked about the fare increase and gift package, but from beginning to end, no one mentioned the service fee, which made him unacceptable.

Party Mr. Wang: When I started chatting with sales, I asked him directly whether the car would increase the price. He said that the car should not be added up, and at most I would buy a gift package. But I also agreed to the gift package at that time. I bargained with him when I bought the gift package. The gift package was 20,000 yuan. In fact, I added a gift package of 20,000 yuan and bought an extended warranty for the whole vehicle. But later, I really didn’t expect that he would suddenly say that he would increase the price by 100,000 before bringing me the car.

The reporter also learned that the Haikou Municipal Bureau of Commerce has fixed the relevant evidence and sent a letter to the law enforcement department for further investigation. The investigation is expected to be completed within 15 days.

(The original title is "Follow-up is coming! Lexus 4S shop is suspected of price increase, and the commercial department has completed the evidence fixation ").

Wen | Deep-sounding Zuyang

Last year’s short play, which was soaring all the way, is still "YOLO" in the Spring Festival this year.

In the past Spring Festival, short plays took 800 million yuan in just eight days, accounting for one-tenth of the box office of the Spring Festival movies. When Spring Mountain School, Stealing Photos and Sora are hot searches, short plays still hold up a public opinion position: the Spring Festival explosion "I became a stepmother in the 1980s" has become the focus of hot discussion from the leading actor to the behind-the-scenes trader, and the short play "Big New Year’s Day" in Tik Tok has ignited the "divorce AA system", and the star’s appearance in short plays has once again triggered discussion.

Not only at home, but also overseas short plays during the Spring Festival are in full swing. On the first day of the new year, TopShort, a short drama platform owned by Jiashu, surpassed Netflix in the Japanese iOS bestseller list. Guohai Securities Research Report predicts that the future market space of short dramas will exceed $30 billion.

Although the Spring Festival has passed, the power of the short drama Spring Festival file continues. The short drama concept stocks in the A-share market are all red, and many stocks such as Xinyada, Guomai Culture and Huayang Lianzhong have daily limit. The platform is also constantly overweight, and short plays are becoming more standardized and refined. Recently, bilibili is experimenting with short plays with monthly subscription, and Tik Tok has increased the recommendation of small programs. Aauto Quicker will upgrade the Star Mang short plays this year, which will lower the threshold for creators and increase their income.

At first glance, short drama seems to be a rare growth industry this year, but in fact, most practitioners are cautious about it. When the industry flies through the expansion period, the logic of the tuyere changes quietly, and then it is bound to be a more bitter battle. At the end of the Spring Festival, "Deep Ring" interviewed Wang Xiaoshu, the founder of Jiashu Technology, and discussed three major issues in the short play:

What is the development space for the business model of short plays?

How will the production factors of short plays change?

The short play is still in the wild period, where is the real opportunity?

How will the business model evolve?

There is an unwritten law in the commercial market: after any new track is popular, the capital with a keen sense of smell always gives feedback first. Film and television, reading and comics have all experienced the peak period of financing. On the other hand, short drama, since its birth in July 2021, has seen the daily limit of short drama concept stocks from time to time, but we rarely see the financing behavior of short drama companies.

In Wang Xiaoshu’s view, this is a problem of "business model"-at present, short play is a relatively good and healthy business with relatively good cash flow. In other words, if it’s just a short play of small programs, there is no need for financing.

In fact, according to the different sources of development and business logic, short plays are generally divided into two categories: one is short plays with small programs, which gain users’ attention by investing in streams. After users jump into small programs, they use "plot hooks" to attract users to pay, which is more traffic-oriented in nature. The other category is the boutique short drama released by the platform account. Traditional film and television companies and MCN institutions have settled in accounts and released short dramas on the short video platform, and users can watch them for free, mainly relying on brand implantation.

From this point of view, the business model of short plays has been relatively rich as a whole, including user recharge, information flow advertising and brand implantation. At present, users’ top-up is still the mainstream income mode, and it also contributes the most. In the future, Wang Xiaoshu believes: "There is more free space. In terms of income composition, advertising and brand income will increase substantially this year, and the combined data of the two may exceed the user’s recharge."

Small programs and short plays on the line around the Spring Festival

Indeed, the growth momentum of information flow advertising and brand implantation can be seen in this year’s Spring Festival file.

Last year, "Oh, the Empress Comes to Work", "Mr. Fu’s vest can’t be hidden after the flash marriage" and "Wushuang" were blessed with three explosions, and the advertising of short drama information flow continued to climb up ten million or even over one hundred million. By the Spring Festival this year, the market is even more "rolled up". According to the new wrist report, during the Spring Festival, many platforms gave high-quality traffic and rebate support, and the traffic of Tik Tok short drama applets exceeded that of WeChat short drama applets.

The Spring Festival is the peak period of user activity, and short plays bring their own eye-catching physique, which strongly stimulates users. Advertisers who have always followed users’ attention naturally can’t sit still. During the Spring Festival, they "packaged" a number of short plays in one breath, which gave them a sense of existence.

Judging from the incoming brands, the Internet platform is still a big producer of short plays. For example, Tmall exclusively named three short plays of Aauto Quicker during the Spring Festival, I Open a Bar in Dasong, Yuanyang Duane, and Super Working Family. The short play All the Way Home starring Song Muzi has the exclusive title of JD.COM Automobile.

Short play implantation

Jiashu short play is also cooperating with some brands at present. Wang Xiaoshu told "Deep Sound" that for brand owners, compared with TVC advertising and long drama implantation, the core advantage of short drama lies in "certainty".

First, the preparation and production cycle of short plays is short. Whether shooting or communicating with brands, efficiency is the first criterion. Wang Xiaoshu said that sometimes the screenwriter takes his laptop directly to the brand side to modify, how to implant the picture and what new requirements are there. The two sides communicate in time and can finish the modification in one day and satisfy the brand owner.

Secondly, short plays have less investment and higher cost performance. Under normal circumstances, the production cost of a short play is several hundred thousand, which is similar to the price of shooting a TVC advertisement, but the return rate of a short play is much higher than that of a TVC. A short play with more than ten episodes has a rich product implantation scene, and the brand can be continuously exposed, continuously deepening the audience’s cognitive impression.

Third, short plays are data-driven. After the brand is embedded in the short play, the exposure, the number of interactions and the brand search index are all quantifiable, and the brand owner has more effect indicators to refer to, and he can be "aware" every time he puts it in.

How do various factors of production change?

The development of the above business model is inseparable from the prosperity of content.

The short drama industry has been growing all the way, and two timing nodes are particularly critical. One is that in April 2022, Tik Tok released the launch and jump of WeChat applet, which directly boosted the short play to usher in a huge wave of outbreak. The daily income scale of the short drama industry has rapidly increased from several hundred thousand a day to ten million or more, and the ceiling of growth has been punctured. The other is the influx of professional production companies and MCN institutions, which has raised the professional level of short drama production.

Looking at the Spring Festival movie list, the producers behind it are almost all traditional film and television production companies, and many short plays are adapted from popular film and television IP.

Among the 10 short plays of Spring Festival staged by Tik Tok, "Go beyond it! A Juan is a derivative of the animated film The Lion Boy, which is produced by Beijing Wonderful, a subsidiary of Baina Qiancheng. "It’s windy on my way home" is adapted from the drama "Go to a windy place", which is produced and produced by Huace Film and Television. The game in disguise is a derivative short play of the movie "Put all your eggs in one basket", which is also the first time that a bad monkey has produced a short play.

Aauto Quicker’s short play "Wake up! The master behind Lord castellan is the original team of costume light comedy Protect Our Lord castellan. Guo Xiaoting and Andrew starred in the short play "Super Working Class", and the producer behind it was the other city film industry, which once produced "The annual meeting can’t stop! "Warm" and other movies.

In the small program drama market, we saw the news of the entry and preparation of the famous director team and film production company at the end of last year. Last Friday, the first short play "Violet Robbery" produced by Wanda Pictures and Lehua Entertainment was broadcast on the small program.

After the traditional film and television industry institutions entered the market, they also forced the content production of short plays to usher in iterative upgrading.

The most intuitive change is the adjustment of the talent structure in the industry. Wang Xiaoshu said that almost all the main producers in the short drama market have migrated from long dramas. After these new and truly good talents came in, the original production pattern of the industry was squeezed-the previous head was reduced to second-rate, and those who were not good at learning were directly eliminated.

Taking screenwriter as an example, Yan Min, the founder of short drama insider, once revealed that many screenwriters of short dramas were transformed from network writers, which made many short dramas more like video versions of online texts than traditional film and television production. However, with the specialization of production, Wang Xiaoshu observed that the main screenwriter who wrote well now became the screenwriter who originally wrote long plays, and after the transformation, he was "quite active" in the short play market.

Secondly, the production cost of short plays has been significantly increased. According to Wang Xiaoshu’s memory, the cost of shooting a short program in the early years was around 100,000 to 200,000, and then it gradually doubled to 400,000 and 500,000, and most of the soaring costs were used in shooting and production.

"For a 500,000 film, it may cost 100,000 yuan to buy IP and ask for a screenwriter, and the remaining 400,000 are all shot in seven to ten days."

According to "Deep Sound", according to the production links of short plays, the actor’s expenses account for the bulk of the cost. According to insiders, most of the leading actors are quoted at 3,000 to 5,000, and the head actors have reported tens of thousands of yuan a day. Li Qingling, the head of the micro-short drama business of Gumai Jiahe, once told Shenxiang: In the past, short drama group performances were calculated by the day, but now the price of each group performance has risen to more than 1,000 yuan.

With the blessing of professional teams and the continuous influx of hot money, the corresponding result is that the short drama has moved from the past earthy video of the grass-roots team to refinement and quality.

For example, the most direct change brought about by the rising price of actors is that the face value of actors is more "able to fight". One of the reasons why "I became a stepmother in the 1980s" swept the short video platform is that the hero looks like a collection of Wallace Huo and Sean Xiao.

"Short plays are the product of visual communication. From the user’s point of view, he actually doesn’t care about your cost, but only cares about whether it looks good or not." Wang Xiaoshu said.

I became a stepmother in the 1980s.

Another major upgrade is also reflected in technology. Virtual production, which has been mentioned repeatedly in the long drama market, is now being applied to short drama production.

Produced by Chuangyi Technology (the behind-the-scenes team of Liu Yexi), "Two Lives" is the first short play with virtual production, and 60% of the content is produced by virtual production. The city street view and aerial ropeway in the story are virtual assets. Xie Duosheng, co-founder and chairman of Chuangyi Technology, revealed that the cost of the whole drama is between 5 million and 10 million.

The short play going to sea is not as simple as imagined.

Undeniably, after professional producers entered the market, the cost of driving short plays soared and content production became more difficult. At this time, overseas was regarded as a new blue ocean by many entrants. In the second half of last year, China’s short plays violently drifted to the other side of the ocean, "harvesting" overseas audiences, but also set a highlight moment.

ReelShort, who entered the game earlier, boosted the data explosion growth in June last year with The Double Life of My Billionaire Hubband. After that, the new frequency was stabilized at 2 monthly shifts, and explosions continued to be launched. In November last year, Reelshort pushed TikTok to the first place in the US iOS entertainment list. ShortTV went online in September, 2023, and started to increase rapidly. At the end of September, ShortTV was ranked in the TOP10 of Google Store Entertainment Free List, and it was located in TOP1 for five consecutive days. TopShort, an overseas short drama platform of Jiashu, mainly focuses on the Japanese market, and has produced more than a dozen works. On the first day of the new year, it ranked higher than Netflix in the Japanese iOS bestseller list.

Both TikTok and Netflix are eco-level Internet head players. TikTok is not listed, with a valuation of over 100 billion. Netflix has been deeply involved in streaming media for more than 10 years, with a market value of 260 billion US dollars. The short drama platform, which is just in its infancy, can play against the giants for a short time, which is enough to see its influence in overseas markets.

Overseas explosive short play

But in fact, we see that these growth moments are not sudden behaviors, but the results of the long-term resource accumulation and market education of the short drama platform.

The parent companies or founders behind ReelShort, ShortTV and TopShort all have rich experience in online writing. ReelShort’s parent company, Chinese Online, launched the interactive visual novel platform Chapters from 2017, covering major countries and regions around the world. Wang Xiaoshu, the founder of Jiashu Technology, came into contact with the net in 2018, and then entered the short play platform TopShort, which has produced more than ten short plays before surpassing Netflix.

In the past, the online articles went to sea, which has cultivated a large number of overseas audiences’ cognition and preferences for tyrants, sadomasochism, Xianxia and other types, and accumulated a number of audiences for short plays. At the same time, the web IP also provided a rich and market-proven source reserve, which also laid the foundation for the subsequent short play.

Despite the past experience, in Wang Xiaoshu’s view, short play going to sea is not a short-term thing that can get excessive returns. All companies that do short play going to sea are not interested in the present, but in the opportunities in the market in the next three to five years.

Specific to the practical link, the short play going to sea is not as easy as expected.

For example, at the production level, practitioners must first face the differences in user habits at home and abroad. When TopShort first entered the Japanese market, it directly copied the domestic short plays and themes into the App, but Japanese users did not pay the bill. After that, TopShort began to try local production, and found out that Japanese users liked the theme of "cheating" through trial and error. However, in the short play market in China, "cheating" is only a negative behavior of the story characters, not the main line of the story, but in the Japanese market, it needs to be thoroughly written and filmed to adapt to users’ consumption preferences.

Secondly, China’s short drama companies need to do infrastructure construction to make original short dramas overseas. There is no category of short plays overseas. Directors, screenwriters and directors need to be trained from scratch, and even the most basic translations need to be re-found. Wang Xiaoshu revealed that TopShort visited a large number of Japanese companies in the early stage of its establishment and found many partners before setting up a local team in Japan. When shooting and producing, it is normal to light up and write scripts and communicate with local creators repeatedly.

TopShort short play

In addition to production, casting is also an important part of short plays. After the interconnection between WeChat and Tik Tok in China, short plays broke out. However, it is difficult to find similar breaking nodes overseas.

There is no ecological base for Applets in overseas markets, and there is no super app like TikTok, so the traffic is relatively scattered. However, the advertising materials posted to social media platforms such as Facebook and Tiktok need to be downloaded by users, registered and logged in before they can watch them, and the intermediate link is long, which is likely to cause traffic loss.

From this point of view, it is difficult to copy the story of overnight wealth in short plays overseas. Practitioners also need to be careful before entering the game-whether the level of content creation, risk-taking ability and the preferences of overseas audiences can get used to it, and whether the logic of creating vertical-screen short plays by domestic investment will be accepted by overseas audiences.

The following is part of the dialogue between Shenxiang and Wang Xiaoshu, the founder of Jiashu Technology:

[About business model]

Deep ring: What do you think is the turning point of the sudden outbreak of the short drama industry?

Wang Xiaoshu: The biggest turning point, I think, should be in March, 2012, when Tik Tok released the launch and jump of WeChat applet. The daily income scale of the industry has roughly changed from several hundred thousand a day to 10 million or more within half a year.

Because if it is hundreds of thousands a day, it is actually a business of 100 million to 200 million a year. But when it quickly broke through the ceiling and reached 10 million, it directly became a business of billions a year. Later, from a few billion to this one hundred and twenty billion, I think it has become a natural growth relatively. Therefore, Tik Tok’s intervention and efforts led to a rapid outbreak of short plays.

Deep ring: Now many listed companies are doing short drama business, but I see that startups in the short drama industry actually have no financing behavior, unlike when everyone was reading or making cartoons.

Wang Xiaoshu: I think generally speaking, it (short play) is a relatively good and healthy business with relatively good cash flow.

Of course, there may definitely be changes in the future. For example, if you do APP or AI, its business model will change, and financing may appear one after another. If it is a business model of pure small program payment, most of the company’s cash flow should be quite positive.

Deep ring: nowadays, almost all online companies are doing short plays, and the audiences of short plays and online content are also very coincident, and the payment mode is also very similar. It is also called online PPT, and short plays eat up the online market?

Wang Xiaoshu: At present, the impact is not too great. Short plays are mainly incremental markets. Generally speaking, the number of users who consume video is far greater than the number of users who consume text. In the past, we calculated that the whole novel market may be almost 10 billion a year. Short plays have now reached 30 billion to 40 billion, and it is definitely not squeezed out by this 10 billion.

However, if consumers’ consumption time is regarded as a whole and the overall consumption time has not changed, in terms of the distribution of time, after the rise of short plays, it may be that more people have moved from fragmented ultra-short videos of 15 seconds and 20 seconds to short dramas with relatively long narratives, that is, people who casually brushed short videos in Tik Tok before began to watch short plays, which has little to do with novels.

Deep ring: Because the online text is also paid and free, and now the mode of making money by watching short plays is still paid, do you think there will be any room for it in the future?

Wang Xiaoshu: I think there is a lot of free space. I think advertising revenue and brand revenue will definitely increase substantially this year. Advertising revenue is similar to the income brought by the information flow of effect, and brand revenue includes various implants in the early stage. From the perspective of composition, it is also possible for advertising and brand revenue to reach or even exceed user recharge.

Many people think that you can only make an APP for free, but this is not the case. There are many short drama theaters and a large number of short drama accounts in Tik Tok and Aauto Quicker platforms, and the penetration rate of this model far exceeds imagination. Last year, Aauto Quicker released data that the daily life of short drama users exceeded 260 million. In fact, such a large number of users have watched short dramas for free on Aauto Quicker, which is equivalent to the bottom of the pyramid. The chassis space is very large, and there are many opportunities for mining and screening.

Deep ring: Now there are many opinions that the money of short plays has been earned by the platform. In fact, not only the short play industry, but basically every industry is saying that it is working for Tik Tok and Aauto Quicker. Do you think this kind of benefit distribution is reasonable? Is it possible to change?

Wang Xiaoshu: I think in fact, in terms of business, there will be changes. For example, many short drama companies choose to go to sea this year. In essence, this is a process of exploring a better business model, whether to sell it at home or overseas. This is the problem of business model. I think short drama is a free market. You can freely choose whether to invest or not and where to make money.

However, from the perspective of profit composition, I also think that the income of content creators in the short drama industry is relatively small. This little is relative to movies, which are all about shooting a 100-minute story video, and users pay the bill, but the proportion of making movies may encourage creators more.

Of course, we have also seen some industry changes. For example, Tik Tok and Aauto Quicker have scheduled short plays, which actually encourages content creators to produce high-quality content for the platform. Although the business model is still free, I think it is also a subsidy. How to understand it? The left hand of the platform earns advertising fees by selling free short plays, and the right hand takes out part of the advertising fees to subsidize free short plays. Then the free short plays actually constitute the user base of some paid short plays. I think this cycle is established. Of course, the specific performance depends on the strength of the platform itself.

So I think it should be fine. I think the distribution of the whole profit pattern is dynamically evolving and constantly changing.

Deep ring: I just mentioned that the income composition of short plays includes recharge income, advertising income and brand income. I want to discuss with you again. Where are the difficulties and opportunities for brand implantation of short plays now?

Wang Xiaoshu: Recently, we are also doing a brand short play of a big company. In the process of doing it, we feel that the key lies in the docking of the two sides’ consciousness. We pay more attention to recharge, so advertisers have no demand for recharge, and more hope that its short play will be exposed to a greater extent; Or the brand owner wants to participate in the top-notch performance, then the problem may be that the schedule is relatively tight. In fact, it is understandable. After all, people on both sides of the content side and the brand side do one thing together, and mutual cognitive methods need to be run-in.

Brand owners still recognize the value of short plays. For them, it costs hundreds of thousands to shoot a good commercial, and the short play with similar price is more cost-effective. There are many stories in 100 minutes, so the exposure of the brand is sustainable and the user’s impression will be more profound.

At the same time, because of the way of short play, it is very suitable for publishing from media accounts, no matter whether its own brand account is rising or the brand customized short play is quoted by other platforms, the brand side thinks this is a good deal.

Deep ring: Like short drama implantation and long drama implantation, do you feel that the demands of the brand will be different?

Wang Xiaoshu: It’s not bad. Just kidding, I think short plays have a better sense of service, because we are now cooperating with brands to brand short plays, and the cost of a short play is several hundred thousand. Many brands will pay the full amount in advance, and then we will have a high degree of cooperation, whether we are directors, actors or screenwriters.

Secondly, I think the core is still fast, and it is done quickly by itself, and everyone runs in quickly. Sometimes our screenwriter takes his laptop directly to the brand to make changes. What do you say you want to do and what are your needs? We can make changes normally, and we can finish them in one day, and then satisfy the brand.

So overall, the cycle is short, the investment is small, and the effect of the service is still visible-how much exposure does my account have, how many interactive likes and comments, and will the brand’s search index be improved? These can be quantified. Compared with long plays, short plays are more certain.

Deep ring: Is it more often to directly connect with the brand, or will it be grafted on that platform?

Wang Xiaoshu: Platform. The current advertisers are basically platforms. Because we are also exploring this business model, the biggest advantage of Internet platform companies is that they are still relatively familiar with it. From the perspective of doing business, it is faster to make a list of platforms, and the platform itself has many sub-brands. If all these sub-brands are made in one round, it may be more than a dozen, which is guaranteed in quantity and sustainable. Most consumer brands are difficult to batch.

【 About production factors 】

Deep ring: Are there any important key nodes in your process of making Jiashu?

Wang Xiaoshu: I think "starting to do" is the first. I started writing in July, 2001. I was mainly writing free novels the year before, but I really felt that the best time for free novels had passed. At that time, tomatoes had great advantages, so I was confused about finding directions. Later, I saw this opportunity to combine our own story genes and abilities with trends such as new media and short videos.

Secondly, I think the production and upgrading of the whole content began last year, and many strong people joined in, which will make my understanding of the whole short play more film-oriented. Because at the earliest time, in fact, everyone’s requirements for video were not so high. After the professionals came in, the whole thing was quickly raised, and we also spent a lot of energy to catch up with the average line of the market.

I think these two things are very impressive. One is to seize the opportunity of the starting point. The outbreak of Tik Tok helped us to break the ceiling quickly. The other is that after the short play broke out, many strong people came in, and we also improved with them.

Deep ring: After these professional companies come in, what kind of influence will they have besides raising production costs?

Wang Xiaoshu: I think the production cost is at the level of comparison results. The real difference is that after a large number of Tik Tok MCN and professional production companies that make movies and TV series entered the market, the talent structure of the industry has undergone important changes.

For example, the main screenwriter who writes well now has become the original screenwriter who writes long plays. He has transformed into a short play with small programs and is very active in the market. Including directors and actors are also a migration of long dramas. You finally see the cost increase because the short dramas are finer and better, but in terms of the process, we are more concerned about the change of talents, which has been fully done by talents of medium and long dramas. Now this situation is more and more in the industry.

Deep ring: Are those people who used to do short plays eliminated?

Wang Xiaoshu: In fact, most of them have been eliminated. Of course, there will certainly be some people who are very capable of learning and can be active in the market, but from the perspective of the whole big industry structure, the former head may now be reduced to second-rate, and emerging and really good talents will come in and form a squeeze on them.

Deep ring: It’s like a math problem. After the influx of professionals, the cost will be higher and the profit will be thinner. Does the business model of short play support this surge in cost?

Wang Xiaoshu: So far, it’s actually fine. For example, we say that there may indeed be some producers or platform companies that will suffer mass losses this year, but after the whole market pulls the content to a level because of the head, it looks like malt, just like the situation we are facing, that is, you follow or not, because if you don’t follow, your business can’t go on; At least you have a chance if you follow. If you are in the top five in the whole market, you still make money, and if you are in the top ten, you should not lose money.

Now, the content cost has basically reached a stable period, and its cost growth is slow in a short time or for a long time. In the early years, it changed from 100,000 to 200,000 to 300,000 to 400,000 and 400,000 to 500,000. This change is very strong, and it has doubled. But now you have changed from 400,000 to 500,000, and this growth has become linear, so the impact on us is not great.

Deep ring: Listen, I feel that the short drama practitioners are still in an acceptable state for the platform and professional companies to raise the competition line, right?

Wang Xiaoshu: Objectively speaking, it is actually irreversible.

For practitioners, this incident happened a bit like the early cyber-movie. It was hundreds of thousands in the early days of filming a cyber-movie, and then it may be millions or even tens of millions. Of course, I don’t think short plays are very good, because short plays take the story route, not the special effects route. It will be somewhat different, but I think it can’t be confronted at the regular level. The only way is to actively cooperate with the transformation, because many colleagues have experienced things like what we are experiencing now.

Doing fine products, cultivating high-quality talents, doing more exquisite creativity and refined operations, including brand tonality and content supervision, will all change, so I think this matter is inevitable.

Deep ring: Who is the most central role in the whole process of short play? How to form a more stable relationship between the company and these core talents?

Wang Xiaoshu: In our industry, the core is the script, and we can also tell stories.

In our job, the person in charge of the story is generally divided into two. The first one is product selection, or planning, which mainly sets the general direction and categories. The other is script implementation, which is the familiar screenwriter. These two positions are the editor-in-chief, so simply speaking, this position may be the core driving force. He is setting the direction, and he will go to the script implementation after setting the direction.

In fact, if a play is successful, I think the story accounts for 50%.

Deep ring: Now everyone in the industry is talking about quality, but in fact, users are looking for coolness when watching short plays. He wants a 70-point thing, but if you give him a 90-point quality, he will not appreciate it. So what is the promotion of short drama quality? Service road? Plot? Actor? How to grasp the degree of this boutique?

Wang Xiaoshu: Short plays are mainly aimed at mass consumers. What is our deepest understanding in this field? Many things are driven by human nature. For example, the actor’s face value, the actors we used in our early years, had a few hundred dollars a day, and there were one or two thousand days. Then the actor who is better now is at least five or six thousand a day, and even better, he may spend more than 10 thousand yuan a day. Then the so-called cost increase actually only brings about one change, that is, the face value can be played better.

People like to see beautiful things by nature, so from the user’s point of view, he actually doesn’t care about your cost, he only cares about saying that the short play I saw is good-looking. Many companies do short plays well, and to some extent, they are "rolled out". If you want to be more successful, you must meet the needs of users. The most basic needs of users are to see more beautiful people, more professional acting skills and stronger emotions. In our interpretation, these things are to use better people, so that the audience’s visual experience will be better.

Short play is a kind of visual communication, which is very intuitive. Your service is not good, your face value is not enough, and many problems are particularly obvious. Some angles are also related to its investment.

Nowadays, dozens of new dramas are put on the market every day. When you are in the stream, the paying ability and depth of the drama must be determined by the satisfaction of consumers. If consumers are satisfied, they will pay more. Paying more will make your bid high enough to get traffic. This is completely the logic of users voting with their feet.

So, for example, we both played a play today, and the actor you used was a little better than the actor I used, and everything else was just the same. From a certain point of view, your competitiveness might be stronger than mine. The pricing of short plays is more dynamic, but because your visual effect is better, that user may be willing to pay 50 yuan to watch your film, while my user is only willing to pay 45 yuan, which seems to be only 5 yuan short, but in fact it may be several times worse.

The video itself makes the good and bad exposed very obvious, and at the same time, the business model of streaming makes this gap more "Matthew effect", which is a bit strong and strong. Or, you can understand the investment flow as a lever. Your advantages and disadvantages are magnified by geometric multiples. You may be just a little at first, but the differences in various superpositions are very big in the end.

Deep ring: So do you do it yourself? Or should I outsource to those distributors?

Wang Xiaoshu: I think it is the different strategies of each company. Like a crowd, it will be more comprehensive. Like most of our startups, we will concentrate on one point. Like Kyushu, although we have almost the same time of establishment, Kyushu is basically purely self-funded and has a team of hundreds of people.

Deep ring: As you mentioned just now, the core of the short play is the script. We see that there are statistical data, and 80% of the short IP plays are online. Is this data accurate? I can see people collecting scripts every day in some short drama groups, which gives people a very contradictory feeling. What is the IP supply situation at the source of short dramas?

Wang Xiaoshu: Generally speaking, many heads and explosions are from well-known IP. The head company has its own novel reserve, a stable screenwriter team, and self-made scripts are the main ones. An IP is very classic, so it is normal to change it three times and five times. For example, Dragon King’s Order is a classic male frequency. As far as I know, it has been changed ten times. Ten short plays are called Dragon King’s Order, and the possible differences are gaiden, prequel and 123.

As for accepting scripts, I think it may still be a new company, which has no script ability and its own screenwriter team in a short time, but if he wants to make achievements, he can only buy them. I think this is a strategy of each company at different stages.

Deep ring: How much will it cost to buy IP now? What is the most expensive link in the whole process of short play?

Wang Xiaoshu: If you only count the source of the novel, the general price is tens of thousands of dollars.

If you want to look at it from the perspective of revenue, it is investment, but we generally don’t count investment as cost, which is called marketing expense, because investment will only happen in one situation, that is, your ROI has become positive. If you can’t vote, you won’t vote. If you don’t vote, you won’t lose money. Although the marketing cost is big, it is not the most difficult place. The most difficult thing is the shooting and production of the drama.

If you want to say the most expensive, it may still be the shooting and production. A 500,000 film may cost 100,000 yuan for IP and scriptwriting in the early stage, and the remaining 400,000 mainly happens in shooting. The shooting cycle of short plays is about 7 to 10 days, and the costs of cast members, costumes, scene props, etc. are all spent in 7 to 10 days after starting.

Deep ring: Short drama actors seem to be hard to be recognized by mainstream entertainment circles. Some film and television dramas explicitly say not to play short dramas when casting. What do you think of their development? This has also led to a chain of contempt. Big screenwriters don’t take short plays, and some actors from good schools in China Opera and North Film don’t shoot short plays. Short plays are the feeling of low in many people’s eyes. I wonder if you have any troubles in this regard?

Wang Xiaoshu: I can understand. First of all, it is a new thing. Objectively speaking, the short play business will last for two or three years. People don’t understand it or there are many misunderstandings, and we are very calm inside. Like the online novel industry in the early days, it has developed for more than 20 years since 2002, and then it has entered the mainstream field. The mainstreaming of short plays will also be an inevitable process.

The core of the content industry is the work to speak, whether the actors have acting skills or not, not by speaking, but the core logic is the satisfaction of consumers. Many actors were amateurs before cooperating with us. After cooperating with us, his fans may now reach hundreds of thousands or even millions, which is another way to grow.

Moreover, the fan stickiness of the head comedian is very scary. If the actor’s Tik Tok account has millions of fans, and there are dozens of fans, each with 500 people, then after a play starring him is launched, everyone in the group will comment, like and forward it. I personally think that actors in medium and long plays may spend the same money, but actors in short plays bring millions of fans, and the cost performance is still very high.

Now doing brand short plays, many brand owners will name names and say that I want someone in this industry. He is in line with my brand tonality. This is a very obvious change, and advertisers have begun to pay the bill.

I think a lot of changes are continuous. Just like making the sea now, many medium and long videos are also making the sea for many years, but the short drama has not been out for a long time. Last November, ReelShort (a short drama platform of Chinese online subsidiary) surpassed Netflix in North America, which has produced a very important influence in developed countries around the world. This has never been done before, and many inherent impressions in ideas need to be slowly told with facts and time.

[About going to sea]

Deep ring: When talking about short plays going out to sea, I feel that the maturity of short plays in overseas markets is still much worse than that in China. However, many media reports have made a lot of money by going out to sea, including that foreign users will like the themes that are popular in China. Everyone has some inherent impressions. Are these impressions consistent with the real situation?

Wang Xiaoshu: I think there is a big deviation, and many concepts may be wrong. I made my own sea, and now the company that made the sea used to be my colleague, just everyone or that group of people. Our common understanding is that going to sea is not a short-term behavior.

Because China is a unified big market, everything you do in China is ready-made. You go overseas to do short plays, overseas users are newer and more fragmented, and there are cultural obstacles. You need to do infrastructure work first. On the one hand, it is necessary to cultivate users, so that users can understand short plays and consume them. Secondly, it is necessary to cultivate creators, including screenwriters and directors. For example, when we do short plays in Japan, we have to find new translations from the basic to the most basic, and we have to help Japanese creators how to write scripts, shoot short plays and find rhythm. In any case, this is not a short-term thing that will get excessive returns. Moreover, the cost of overseas drama production is much higher than that of China. If the cost is high and infrastructure is needed, how can we make money? This is so unreasonable.

Therefore, I think it is a long-term behavior to go to sea. All companies that do short plays to go to sea are more interested in the opportunities in this market in the next three to five years.

Deep ring: It’s like you just mentioned that there is a key node in China, that is, Tik Tok has released the jump of WeChat applet and opened up the whole market. Will there be such a node abroad?

Wang Xiaoshu: I don’t think it will happen in foreign countries, because its ecology abroad is originally in the form of App, and App actually focuses on long-term benefits. There is no so-called hypermedia abroad, such as Facebook, Google and TikTok, and the traffic is very scattered, so generally speaking, it won’t change overnight. Its more strength comes from long-term continuous improvement and steady promotion. From this point of view, I don’t think it will have such a particularly exaggerated moment, or it may have. The first two explosions in ReelShort suddenly brought the market up and drove many manufacturers to the sea. Recently, some colleagues and partners have talked to me, and everyone thinks that there will be some landmark events that show that this road is feasible. The course of history cannot be changed, but more people can come in and do it together, that’s all.

Deep ring: TopShort, Jiashu’s overseas short drama platform, launched the "Star Project" at the content production level, giving a list of eight finished dramas. What is the supply of this localized production team? What are the specific methods to cultivate creators in the local market?

Wang Xiaoshu: We are all doing it by local teams in Japan. I think the most basic method is recruitment. In Japan, we have offices, long-term employees, external partners and a lot of visits to many Japanese companies.

Deep ring: Will it appear that the Japanese team will be educated for him, the market will rise, and then people will do it themselves? How can the investment we sow in advance maintain its advantages in the subsequent outbreak?

Wang Xiaoshu: First, your App has users, and user accumulation is your asset. Take Japan as an example. Whether it is the download list or the best-selling list, our Topshort is higher than Netflix, which means that your progress is faster than Netflix at this stage. This is easy to understand. If your growth rate can be maintained for a long time, then you will naturally form your own barriers at the user level and the brand level.

Second, we have a cognitive lead. Now the scale of short plays in China market is very large, which is a good soil for content creators. What kind of lens should be used for shooting, how to adjust your color and how to play your lighting? Slowly, there is an understanding of specific methods and the precipitation of details. It will take a long time for the real local creators to reach the same level of cognition as us in short plays after they have completely grown up.

I think many local talents don’t care so much about which company he must serve. In fact, it is more about which company will have better personal growth and economic returns. I think our enterprises in China still have advantages in this respect. They dare to give new people opportunities and invest in new people to learn. I believe that you have trained 10 such directors, and eventually two or three people think you are very good. This is your precipitation. In the long run, if you make a market in a country and continue to generate profits, you can still survive.

Deep ring: TopShort surpassed Netflix in Japan’s iOS. Why did it suddenly make such a breakthrough? What is the competition situation of short drama App overseas?

Wang Xiaoshu: Surpassing Netflix is a dominant result, and our process is always iterative.

Topshort is the same as ReelShort. Almost a dozen films have been filmed in Japan, and the App has been launched for a while. Our understanding of the Japanese market is improving. At the beginning, we translated dramas online and translated domestic dramas overseas. If the results are not good, then adjust, what kind of Japanese users like, what kind of aesthetics they have for actors, and constantly communicate with local creators.

To tell the truth, the taste of Japan will actually be heavier. Japanese dramas like cheating, but this is not a particularly big category in China. We are mainly fond of cheating. Cheating may be just a negative behavior of love rat, which leads to the tall image of positive people. But in Japan, cheating is the main line of a story, so we have to adapt to this change. Finding a creator is the same. In a local shooting team, it is very likely that the first one is not good, so remove it, and the second one is ok. Then we will see how to make progress and keep iterative growth.

In the process of adaptation, the most important thing is that the understanding of local users has deepened and the accumulation of local talents has become thicker.

Deep ring: Sora released everyone’s discussion, saying that the video generated by AI was the first to subvert the short drama industry. I don’t want to ask Sora’s influence on short dramas, but I want to say whether we use AI in the actual operation process now. Is it happening if it is really practical? Or is it too far away?

Wang Xiaoshu: I think it is quite far away. Sora is really revolutionary, but my point of view is also very clear. It helps 90% ordinary people, but not 10% professional creators.

For example, my son will go to school to give a presentation the next day, which is very difficult for him, so Sora can definitely help most ordinary people. For another example, you are an ordinary user and want to show the decoration designer the decoration style you want. After you have mastered this tool, you can send a video to the designer, and people will know how you want to feel.

But for us, a professional creator of 10%, what we pursue is the optimization of content quality, not the reduction of cost. Because the cost reduction is meaningless in some ways, just like when we shoot a film, there are tens of millions of top-ups in China. At this time, cost is not our most consideration. What we consider is how to make high-quality content.

Therefore, the main value of Sora is to reduce the cost of video production extremely, so he must help ordinary people. Ordinary people can’t make videos or it’s very difficult to do them, so AI is very helpful to him. For professional creators, a thing has a cool effect. If you tell others that it is made by robots, everyone will feel amazing, but if you tell them that you need to pay to see it, I don’t think most people will watch it.

To put it bluntly, it’s all driven by commercialization in the end. Professional content producers are faced with the consumer market where the public pays. A 100-minute short play costs an average of 500,000 yuan, which is a great cost advantage compared with tens of millions of movies. If there is a technology that can make the cost of short plays change from hundreds of thousands to tens of thousands of dollars, but the effect may be much worse than hundreds of thousands, then I think the payment logic will not stand.