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.

Elon musk, CEO of Tesla, made a surprise visit to China on April 28th, which may be related to Tesla’s upcoming launch of fully automatic driving (FSD) system in China. Wall Street analysts believe that Musk’s visit to China is an important node for Tesla. On the same day, he also met with Li Qiang, Prime Minister of the State Council, China, and expressed Tesla’s desire to deepen cooperation with China and achieve more win-win results.

Faced with the slowdown of electric vehicle sales due to economic uncertainty, Tesla is counting on the high profit potential of FSD software suite. FSD has completed the beta testing phase and is currently being promoted in the United States in a regulated form. Musk revealed earlier in the first quarter earnings conference call that he planned to promote FSD to the global market after obtaining regulatory permission from various countries, with special reference to the China market.

Local enterprises in China, such as Tucki and Huawei, are actively focusing on their advanced driver assistance systems, and Tesla’s introduction of FSD in China will increase its competitive advantage. Wedbush analyst Daniel Ives regards Musk’s behavior as a key step in the landing of Tesla FSD in China, calling it a "turning point". He believes that Tesla’s long-term value lies in FSD and automation technology, and the launch of FSD in China market is a key component of this strategy.

Ives stressed that although Tesla is facing a demand test in the China market, FSD is regarded as the key to the company’s long-term growth. He maintains Tesla’s "outperform" rating and a target price of $275, while the current share price is about $168.29 per share.

In addition, Musk was scheduled to visit India last week to discuss Tesla’s local development plan, which was eventually cancelled due to "busy company affairs".

　　Xinhuanet Nanchang April 15 th New Media Specialist (Reporter Yu Xianhong Gao Yuliang) Recently, a news that "nurses in Jiangxi Children’s Hospital stole high-priced life-saving drugs for children" spread on the Internet, causing widespread concern in society. On April 15, the reporter was informed that after the incident, the hospital immediately launched an investigation, organized experts to consult the children, and suspended the nurses involved.

　　According to media reports, recently, a 4-year-old child in Nanchang, Jiangxi Province should have been injected with gamma immunoglobulin (hereinafter referred to as gamma globulin) when receiving hospital treatment. However, during the infusion process, the family members of the children found that "the drug drip speed is faster, and there is no bubble in the drip". Since then, the hospital staff admitted that the child was injected with "glucose infused with an empty bottle of propylene ball".

　　After the incident, Jiangxi Children’s Hospital immediately launched an investigation. According to the survey, on the morning of April 11th, Peng Na, a nurse in rheumatology and immunology department of the hospital, found that the number of drugs left did not match the total amount of the doctor’s advice, and one bottle was missing. Because it is a valuable medicine, Peng Na was at a loss for a moment, afraid of taking responsibility and worrying about paying for herself. She took 20 ml of 5% glucose with an empty needle and injected it into the finished bottle of propylene ball for infusion to the children.

　　After the head nurse knew what had happened, she immediately asked Peng Na to borrow a bottle of gamma pills from the pharmacy for supplementary infusion, and finally completed the dosage of gamma pills needed by the child. No adverse drug reactions were found after observation. Afterwards, the head nurse led Peng Na to apologize to the children and their families in person.

　　Since then, the hospital organized an expert consultation, and experts agreed that the head nurse’s timely treatment did not have adverse effects on the child’s health. At the same time, the management doctor and the superior doctor are arranged to make ward rounds for diagnosis and treatment every day, and the nursing work is carried out in strict accordance with the doctor’s advice, and the patrol is strengthened to closely observe the situation of the children.

　　In response to Peng Na’s wrong behavior, Jiangxi Children’s Hospital has dealt with it seriously: First, it immediately suspended its duties for introspection and stopped paying all wages and benefits; The second is to make a written examination, and the whole hospital informed criticism; The third is to carry out professional ethics education in the whole hospital to alert the cadres and workers of the whole hospital to take this as a lesson.

　　At the same time, the responsibility determination of the nurse has been handed over to the public security department for investigation, and the progress of the investigation will be announced to the public at the first time.

Special feature of 1905 film network Is flow the original sin?

The Mid-Autumn Festival in 2019 just passed is far more exciting than people think. The box office performances starring Sean Xiao and Meng Mei Qi exceeded expectations, making streaming movies once again the focus of public opinion. Those who have experienced the "Rashomon" failed to achieve great market ambitions.

The "007 Edition", in which the reasoning scenes plummeted and the proportion of fighting scenes soared, created the best box office in the mainland with a score of 160 million in the first week of its release. Nezha, which was released for 50 days, can still play, and won 61.36 million box office in three days, laying the foundation for the cumulative box office to exceed 4.9 billion.

The achievement of 791 million yuan in three days has created a new high in the box office of the Mid-Autumn Festival in film history. In addition to streaming movies, compared with Spring Festival, summer vacation and National Day, what is the future of the unpopular golden file represented by Mid-Autumn Festival is also a valuable thinking question.

How is the 791 million best Mid-Autumn Festival file made?

The market performance of the Mid-Autumn Festival in 2019 is as complete as the full moon hanging in the night sky during the holiday.

According to the statistics of 1905 Movie Network, the box office of Mid-Autumn Festival in 2019 totaled 791 million yuan, an increase of 260 million yuan or 48.96% compared with last year’s Mid-Autumn Festival. Among them, the cumulative box office excluding service fees was 724 million, which was 605 million in the same period in 2015, an increase of 19.6%.

On the day of the Mid-Autumn Festival, the national box office closed at 364 million, surpassing the single-day record of the Mid-Autumn Festival in 2017 (355 million) to a record high. The box office data hit a new high, and the number of people watching movies soared. According to statistics, during the Mid-Autumn Festival, the number of people watching movies nationwide reached 23.42 million, an increase of 53.5% compared with the same period last year.

In terms of new films, "Zhu Xian I" won the championship with a score of 270 million in a controversy; Detective Conan: Boxing of the Qing Dynasty has accumulated 160 million box office, ranking second in the Mid-Autumn Festival box office; "Little Wish" ranked third, with a cumulative box office of 120 million.

The net text "Zhu Xian" Douban score is 8.1.

As a classic Xianxia work in the age of network literature enlightenment, the series of Zhu Xian created by Xiao Ding has become one of the collective memories of many post-80s and 90s. During the Mid-Autumn Festival, Zhu Xian I, a big-screen work adapted from the IP of the same name, won the Japanese box office championship with 142 million, 84 million and 42 million respectively.

According to the Japanese classic suspense animation IP, "Detective Conan: Boxing of the Qing Dynasty" achieved 160 million results, surpassing last year’s 127 million box office "Detective Henan: Zero Executor" and became the best in this series. After fully exploring the box office in the stock market, the problem that the word-of-mouth of the film is difficult to incite the audience in the incremental market other than the core fans to enter the market has still not been effectively solved.

The ill-fated Little Wish failed to realize the ambition of the box office market. Although events such as the battle for the leading role have created enough pre-screening heat for the film. However, these concerns have not been translated into box office performance based on content quality.

In terms of old films, the ones that were released in advance made a box office of 93.055 million, ranking fourth at the box office. During the schedule, the comprehensive cumulative box office of the film exceeded the 200 million mark. Followed by "Nezha" made 61.365 million box office, and the cumulative box office exceeded 4.9 billion.

It is worth mentioning that five animated films contributed 317 million box office, accounting for 40% of the total box office. Under the premise of multi-file shifting, it is not easy to get the best score in film history in the Mid-Autumn Festival in 2019. As of September 15, the total box office in 2019 was 46.248 billion, a difference of 1.2 billion compared with 47.449 billion in the same period last year, and the downward pressure cannot be ignored.

Is the streaming movie a false proposition?

"If the door of domestic science fiction movies is opened, then the door is closed."

During the summer vacation, this "God Comment" of netizens can be short-listed in the top ten classic movies in 2019. However, the box office fiasco of Shanghai Fortress is more easily interpreted by the public as the end of the era of streaming movies.

However, Zhu Xian I, starring Sean Xiao and Meng Mei Qi, has a low rating and a high box office, which makes people feel confused about the "rejuvenation" of streaming movies. Is the streaming movie really back, or has it never left?

The summer of 2019 was hailed by the industry as the "last supper" of domestic costume dramas, and the anxiety and expectation carried by the schedule were comparable. In the end, Sean Xiao and Li Xian became the biggest winners. The former has become a new quasi-first-line star from the small transparency in the circle, and its ability to bring goods has yet to be tested. Meng Mei Qi’s fans’ spending power can be seen from his debut in the krypton voting program Creation 101.

However, only on this basis, it is still open to business to define "Zhu Xian I" as the rejuvenation of streaming movies, which broke 200 million box office in three days. There is no denying that the quality of this film is hard to pass. Taobao Film’s score dropped from 8.4 to 7.7, Cat’s Eye from 8.6 to 7.8, and Douban from 6.1 to 5.3.

Before the release, most viewers didn’t like the film. With low expectations, the advantages of the film are more easily amplified. Some pertinent comments have also become praise for the film. Driven by curiosity, many viewers walked into the cinema. The book powder plot of the original IP is also one of the important reasons why the film has achieved relatively good box office results. Some book powders just joined the movie-watching army with the mentality of whether the original work was "disfigured".

Xiao Zhan became popular in The Untamed.

In addition, after The Untamed, the potential flow of Sean Xiao was at a high level, and the release of Zhu Xian I just gave an outlet. If this phenomenon of low rating and high box office reappears in its starring film project, it may be more meaningful for people to discuss the current situation of streaming movies.

No matter what the phenomenon is, existence is reasonable. There is no natural opposite between the starring flow and the quality of the work. A movie has both the fundamentals of fixed traffic and the ceiling of box office, so why not?

Where is the non-popular golden stall worth thinking about?

Before the Mid-Autumn Festival in 2019, with the promotion of "Luo Xiaohei’s War", "Hypnosis Judgment" and many other films appeared file-shifting behavior. During this period, only one imported film with a low right to speak was airborne in this slot.

For those films whose files are withdrawn due to non-objective factors, the withdrawal from the Mid-Autumn Festival file more or less reflects the film’s pessimism about the box office capacity of this slot. In addition to the three popular golden schedules, small schedules such as Mid-Autumn Festival, Qingming Festival and Dragon Boat Festival are "tasteless to eat, and they are abandoned" for most filmmakers.

According to statistics, the best box office performance of non-popular prime time in a year is 1.518 billion in May 1st, 2019. This is in stark contrast to the box office results of the Spring Festival, summer vacation and National Day. Of course, the disadvantage of the number of days in the schedule is one of the reasons that cannot be ignored, but it is not the decisive factor.

"Domestic filmmakers don’t know enough about the schedule, and they are overly superstitious about the big schedule, which leads to overheating of the hot file and cooling of the cold file. We must improve our understanding of the schedule, the role of the schedule is over-mythical, movies sell content, and good content can be sold in any file. " A senior filmmaker with more than ten years of experience told Xiao Dianjun.

"For example, for a blockbuster, the competition is great in the big schedule, and it gets 20% of the films, and it is the only one in the cold schedule, and it gets 40% of the films. More than 90% of the domestic films choose the former. This is a cognitive mistake." In his view, breaking the excessive "superstition" about the schedule has become the primary key factor to solve the problem. Under the premise that the film quality determines the box office capacity of the schedule, it has become a new trend to keep the film file.

In addition, the formation of the schedule is not only the length of the holiday, but also the maintenance of the file. The New Year’s Eve file, which is now separated from the Spring Festival file, is cultivated by Feng’s comedy.

"Reunion 4" dominates the May 1 ST file

"The market competitiveness of the non-popular golden schedule is limited, which is caused by the long-term weakness of domestic films. Because there have been no blockbusters in the schedule, the blockbusters of my own family are not placed in this file, but everyone sees that" Reunion 4 "still makes the May 1 ST file invincible. However, if there are several companies willing to pile all the blockbusters in the May 1 ST file, they will definitely reach new heights. " A middle-level manager of an Internet film and television company said so. At the same time, he also said that because of limited production capacity, it would be good for a company to have an S-level project a year, and it will definitely be put in the big schedule.

From the survey feedback, the initiative to save non-popular prime files lies in the upstream of the film and television industry chain, not in the hands of downstream audiences. How to cultivate more 1 billion+golden files besides Spring Festival files, summer files and National Day files has become a more valuable thinking question for the domestic film market.

1905 movie network news 　Since the release of domestic animated films, the box office has exceeded 100 million in a single day for a week in a row, and accumulated 1.5 billion before the deadline, ranking Top2 in the history of animated films. Recently, the film released the concept map of the scene, revealing nine scene design concepts such as Chentangguan, Loi Wo Temple Exterior, Chentangguan City Gate, Downtown, Dragon Palace Hall, Fishing Village, Nezha Iceberg, Mountain River Palace and Mountain River Country Map, revealing the grand and fantastic world view of the film, which is spectacular.

"Nezha" is based on the original "Romance of the Gods", and many settings of the film are based on the traditional culture of China, which is well documented. For example, the pattern of the figure costume combines the description of Shang Chao’s costume and the Romance of the Gods, and the image of the enchanted beast refers to the bronze statue of Sanxingdui. The map of mountains and rivers is inspired by China’s ancient novels and bonsai art, and each lotus leaf is a small world.

A lotus leaf embeds a world, and a teenager holds up a world. Behind a shocking art about "Nezha" is the ingenuity of making perfection and the consideration and revision of the design for thousands of times! The film inherits the hard-core quality of Chinese culture, is not afraid to break through the shackles of innovative expression, and has three heads and six arms to show its power, in order to get this great reputation!

Five Covid-19 vaccines have been approved for use in China
Security and effectiveness are supported by certain data.

According to the data released by National Health Commission, as of April 3rd, 136.677 million doses of Covid-19 vaccine have been reported in various places.

At present, five Covid-19 vaccines have been approved for use in China. What’s the difference between these five vaccines? Which variety is better? The reporter interviewed relevant experts.

According to the technical route, the five vaccines are divided into three categories: one is inactivated vaccine, including three inactivated vaccines produced by Sinopharm Zhongsheng Beijing Company, Sinopharm Zhongsheng Wuhan Company and Beijing Kexing Zhongwei Company; The second is adenovirus vector vaccine, which is type 5 adenovirus vector vaccine produced by Tianjin Kangxinuo Company; The third is recombinant protein vaccine, which is recombinant novel coronavirus vaccine (CHO cells).

What is the difference between the three technical routes?

"Inactivated vaccine is a vaccine prepared by a series of purification techniques after the live virus is killed by physical and chemical methods." Wang Junzhi, deputy head of the expert group of the vaccine research and development special class of the State Council Joint Prevention and Control Mechanism and academician of China Academy of Engineering, said that its main feature is that the composition of the vaccine is similar to that of the natural virus, and its immune response is strong, so it has good safety. The vaccine is relatively stable, can be stored at 2-8 degrees Celsius for two to three years, and is convenient to transport; Take two injections of immunization.

"Adenovirus vector vaccine is a live vector vaccine made by taking adenovirus type 5 as a vector, introducing Covid-19 antigen gene and making it through bioreactor." Wang Junzhi said that the vaccine preparation process is relatively simple, and the research and development costs and production costs are relatively low, because it was successfully developed on the basis of the original platform of Ebola vaccine for adenovirus type 5 in our country. Vaccine can induce antibody production and enhance cellular immunity; You can take a single needle immunization.

"Recombinant protein vaccine is to express the most effective antigen components in vitro by genetic engineering. In vitro cells are cells commonly used by engineering cell lines in biological products, similar to industrial fermentation, and finally made into vaccines. " Yan Jinghua, a researcher at the Institute of Microbiology, Chinese Academy of Sciences, said that the whole production process is a process of protein expression and purification, and there is no live virus involved, so the production process is safe and easy for mass production. From the past use process of recombinant protein vaccine and the previous experimental results, the safety of recombinant protein vaccine can be guaranteed, and the adverse reaction rate is relatively low. The vaccine is refrigerated at 2-8 degrees Celsius, which has low requirements for transportation and storage conditions; Take two or three injections of immunization.

Which vaccine is more effective?

Wang Junzhi said that the three routes of Covid-19 vaccine have their own characteristics. No matter what technical route is adopted, the most important thing is to develop a safe, effective and quality-controlled vaccine by combining the characteristics of antigen and pathogen, which is the key criterion for vaccine success.

He Qinghua, a first-class inspector of National Health Commission CDC, said that Covid-19 vaccines currently listed in China have been examined and approved by the drug regulatory authorities, and their safety and effectiveness are supported by certain data, so you can safely vaccinate them.

How to choose single needle and double needle?

Shao Yiming, a researcher at the China Center for Disease Control and Prevention, said that it is more suitable to inject a single-needle adenovirus vector vaccine for people who have temporary or urgent tasks but do not have enough time to wait. In addition, single-needle inoculation can avoid the poor immune effect caused by failure to get the second needle for various reasons.

Single-needle vaccine also has shortcomings. Shao Yiming suggested that the immune response intensity induced by single-needle adenovirus vector vaccine is generally weaker than that induced by two-needle vaccine, and it is no problem in preventing early epidemic virus. When it is replaced by late mutant virus, the protection efficiency will mostly decrease. Therefore, when choosing a vaccine, we should make a comprehensive judgment and scientific decision according to the specific situation of the people to be protected and the latest monitoring data of local epidemic viruses. (Reporter Shen Shaotie)

　　

　　Will the price of gold finally break through the "sky-high price" of $1,000 per ounce? (data picture)

　　Xinhua Online Haihai, January 19 (Reporter Lu Wenjun, Huang Tingjun) On the first trading day in 2008, the international gold price hit a record high, and since then, it has been out of control and has repeatedly set a new record, and the domestic gold price has also had a high fever and reached a new high. After the international gold price successfully stood at the $900 mark per ounce on the 14th, the eyes of global investors turned to the next suspense: will the gold price eventually break through the "sky-high price" of $1,000 per ounce, as predicted by many researchers?

　　The international gold price broke the ceiling of $900 per ounce.

　　Since 2007, the international gold price has changed from "slow cow" to "fast cow", and it is even more bullish in 2008. In 2007, it rose by 31%, and in just a dozen trading days in 2008, the increase has exceeded 9%.

　　The trend of gold in the past week is like a rainbow, breaking through the $900 mark in one fell swoop-

　　On the 8th, the price of crude oil rose by nearly $2, and gold surged sharply under the influence of investors and nervous geopolitics. the New York Mercantile Exchange February gold futures closed at $880.30 per ounce, which exceeded the historical record of $875 per ounce set on January 21st, 1980.

　　On the 10th, influenced by the speeches of European Central Bank President Jean-Claude Trichet and Federal Reserve Chairman Ben Bernanke, the US dollar fell sharply, and the US dollar suffered heavy losses. Gold gained momentum to refresh its high point. Comex February gold futures closed at $893.60 an ounce.

　　On the 11th, gold briefly broke through $900/oz, and the expectation of interest rate cut by the Federal Reserve made investors focus on gold with hedging function out of inflation worries. Comex February gold settled at $897.70 an ounce.

　　On the 14th, the international gold price once again reached an all-time high, with the spot gold hitting an intraday high of $914.2 per ounce. The data of that day showed that the US trade deficit expanded to the highest level in 14 months, which kept the US dollar under pressure and once fell to a seven-week low. Comex February gold closed at $903.40 an ounce.

　　Analysts pointed out that at present, the unilateral upward trend of international gold price is obvious, and the rising rhythm and amplitude are obviously increased. After the important psychological barrier of 900 US dollars/ounce is effectively broken, with this "ceiling" being broken, the future rising space of gold will suddenly become clear.

　　The depreciation of the US dollar is too fast, and it is not out of reach for the gold price to "break thousands".

　　With the sound of gold "rising", breaking through the historical high in 1980 and the threshold of 900 US dollars/ounce is like a bamboo. Many analysts at home and abroad have predicted that the next stop of the "golden age" will be directed at $1,000 per ounce.

　　"One or two years ago, $1,000 an ounce might have been considered sky-high, but now many people believe that this target will be achieved and will be achieved soon." Li Qi, a gold industry insider, said this. He believes that the current rise in gold is a general trend. As long as there is no major negative interest, there is a high probability of rushing to $1,000 per ounce.

　　Shi Weiping, a researcher at orient securities Research Institute, believes that the real leading trend of gold price increase is not only the continuous depreciation of the US dollar, but also the expectation of global inflation and the expectation of rising crude oil prices. These reasons lead to the prominent function of gold as a "hard currency". Under the collective pursuit of investors, $1,000 per ounce is not nonsense.

　　"The rise of gold has become an obvious trend in the international financial field, and even the correction of oil prices has no obvious impact on it, and there are few factors supporting the fall of gold at present." Yang Hongjie, an analyst at Haitong Securities Research Institute, said.

　　Yang Hongjie pointed out that what really makes gold "popular" in the world is actually the transformation of global economic structure, frequent geopolitical and military crises, the possibility of economic recession in the United States, the challenge to the status of US dollar reserve currency, and the reduction of US dollar reserves and the increase of demand for gold reserves by central banks. The more in the transition period of the global economic structure, the more it shows the value-preserving function of gold as a monetary attribute, and the "hard currency" force has led to the high fever of gold prices.

　　"But even if gold rises to $1,000 an ounce, it doesn’t fully explain the problem. If gold is priced in pounds and euros, there may be no big increase, but the dollar has depreciated too fast." Yang Hongjie said so.

　　Investment is risky, and it is too high to be cold.

　　Even though the upward trend of gold will continue, for ordinary investors, gold products that are already at a high level, although there is still a lot of investment space, also have huge investment risks.

　　"It goes up quickly and falls sharply." Li Qi, an insider, analyzed the characteristics of this special variety of gold. He believes that many reasons, such as small plates, hot market, the entry of international hot money and the demand for safe haven of capital, have led to a sharp rise in the current international gold price.

　　For example, Li Qi said that gold trading is a small market in the world. If a small part of global foreign exchange transactions enter the gold market, the price of gold can be pushed up by tens of dollars in an instant. Great fluctuation also means great risk, and the investment value of the gold market, which is currently at a high level, has been reduced.

　　The risk of the gold futures market is self-evident. When the gold price sword refers to $1,000 per ounce, more and more investors may flood in, and profit-taking or even short-selling may trap a large number of new investors. Yang Hongjie reminded that the derivatives market fluctuates greatly, and ordinary investors are inexperienced. Moreover, as gold is an investment product, investors must study complex international financial issues, instead of just studying supply and demand issues like investing in copper.

　　Li Qi added that from the operational point of view, China’s gold futures and Comex futures are closely linked, and investors must pay attention to the risk of staying in the warehouse overnight by adopting the market mechanism of various industries.

　　For spot gold investment, there is also cost risk. "Even though the price of gold may rise to $1,000 per ounce, the current price is still high. For investing in spot gold, the cost problem is inevitable, and we must consider who will eventually fall on the’ pass the parcel’." Yang Hongjie reminded.

　　Shi Weiping, a researcher in orient securities, believes that even if investing in gold is used as a hedging tool, it is based on the expectation of the future decline of the US dollar and the increase of inflationary pressure, then there may be a problem that investment is out of cost, and the risk will naturally increase.

　　As an insider, Li Qi suggested that ordinary investors should not regard gold as an important investment product, but as a good allocation product. Controlling the investment ratio and acting according to one’s ability is conducive to effectively allocating assets and resisting price risks. "If the price of gold is $400, you can even allocate 50%, but at present, if you want to offset $1,000, you can only allocate 10%." Li Qi gave such investment advice.

Editor: Zhou Zhongxiao

Advertisements on web pages

Feng Chun ‘an (a pseudonym), who works in a cultural company, brushed a message on the Internet last year. A company claimed that it could evaluate junior, middle and senior engineers nationwide, but the evaluation could be fully refunded, so he paid a registration fee of 6,500 yuan, hoping to take a shortcut to get his favorite intermediate engineer title. But today, he didn’t get the title and didn’t refund the registration fee.

The title evaluation failed to refuse the refund through the agency company.

In April last year, Feng Chun ‘an saw an advertisement issued by Chongqing Jiuer Education Company to evaluate the title of mechanical intermediate engineer in Tik Tok. "Because of my work, I need an intermediate title certificate." He said that the company claimed that the pass rate was high and it was declared nationwide, but it was fully refunded, so it called for consultation.

The salesman of the company promised Feng Chun ‘an that as long as he paid the registration fee of 6,800 yuan, he would be able to evaluate in December of that year and receive the certificate in April 2024, and he also claimed to sign the Service Agreement for Title Declaration.

"I read the agreement, and there is no title review but full refund clause. I have some doubts, but the salesman said that after paying the money, you can sign a supplementary agreement, and the content can’t be fully refunded."

In order to dispel Feng Chun ‘an’s suspicion, the salesman also provided the company’s business license, which reassured Feng Chun, so he paid a registration fee of 6,800 yuan and signed the Service Agreement for Title Application and the Supplementary Agreement.

On November 29th last year, the salesman of the company informed Feng Chun ‘an that the title was not declared successfully through WeChat, and promised to make up the declaration. If the application is unsuccessful on May 1, 2024, you can get a full refund.

On May 1st this year, Feng Chun ‘an failed to declare his middle-level position again, and he can get a refund according to the Supplementary Agreement. On May 7th, Feng Chun ‘an offered a full refund. However, the company refused a full refund on the grounds that it used most of the expenses, which was rejected by Feng Chunan. The company was only willing to refund 30%, but was rejected by Feng Chunan.

The reporter was informed that at present, the two sides are still negotiating.

The company has been deserted.

Offline registration was rejected.

On May 30th, the reporter searched for Chongqing Jiuer Education Company in Tik Tok, and still could see the company’s agency title advertisement. The advertisement content was that the professional title of engineer was universal all over the country, and it was 100% covered, which saved the trouble and effort, but it was fully refunded.

In order to convince everyone that it can be packaged, there are also information such as the company address, photos of the company’s office space, business license, legal person ID card, and professional title certificate that has been processed.

On the afternoon of the same day, the reporter went to the 9th floor of Block E of Power International in Yubei District, and found that the company had been deserted, and the original office space had been replaced by a technology company.

The front desk staff of this technology company told reporters that the previous company had checked out in April, and their company was newly renovated in May this year.

The reporter also contacted a person in charge of the company, surnamed Zhang, who said that his company no longer accepts the business of intermediate title of engineer. "Now that the market supervision department is in strict control, we can only digest the stock in our hands first." He said that they sent advertisements for platforms such as Tik Tok, but he denied that they had "packaged" the advertisements. When the reporter mentioned the "but refundable" clause, he faltered.

When the reporter said that he needed a junior title, the person in charge became interested again, and said that he would act as an agent for the junior title, with a registration fee of 3,800 yuan and a time of 3 to 5 months.

When the reporter said that he was going to register in person and pay the money, he was very vigilant and asked the reporter many times what he did. Seeing that the reporter still insisted on paying the bill to the company, he hung up the phone directly.

"They all do this and accept online registration fees." Mr. Liang, who has paid the money for one year and still hasn’t got the title certificate, said that he once visited the company and found that the office space didn’t have the name of Chongqing Jiuer Education Company. When asked why the company name was not hung, the employees said that the previous one was too old and a new company name was being made.

Feng Chun ‘an said that in mid-May, the company refused to refund. He called the Jiangbei District Market Supervision Bureau to complain. Law enforcement officers came to the door and found that there was no company name, and the employees did not admit that they were employees of Chongqing Jiuyi Education Company.

"Finally, the employee took out the business license and found that the registered address was in Shapingba, so the law enforcement officers had to hand over the case to the market supervision department of Shapingba District." Feng Chunan said.

Paid agency suspected of fraud

Can report to the public security organ.

Pei, from Heilongjiang, paid a registration fee of 6,800 yuan on February 17 last year. In April this year, he was informed that he failed to declare successfully, but he did not get a refund. At present, Pei has entrusted a lawyer to apply for arbitration. The reporter’s investigation found that there are still many people who have been cheated in the country.

In addition to Chongqing Jiuer Education Company, many companies in Chongqing are also doing title agency. On social media such as Tik Tok, the reporter entered the keyword "agency title" and searched for a number of such companies, whose advertising content was similar to that of Chongqing Jiuer Education Company.

The reporter contacted a staff member of Shapingba District Human Resources and Social Security Bureau. He said that they have received many complaints that the job title was cheated.

"These paid agency titles are actually used as bait to implement fraud." The staff member said that at present, the city is carrying out special rectification actions for intermediaries in the field of professional titles, focusing on rectifying false advertising, contract traps and false title fraud.

The Shapingba District Human Resources and Social Security Bureau reminded that if consumers encounter illegal acts suspected of fraud with the title of paid agency as bait, they can report to the public security organs, and the public security organs will investigate and deal with relevant clues according to law. If a crime is constituted, criminal responsibility shall be investigated according to law.

At present, the market supervision department of Shapingba District and Shapingba Human Resources and Social Security Bureau are conducting investigation and handling.

A little more news.

The Municipal People’s Social Security Bureau reminded that the title package is fake.

At the beginning of this year, for online intermediaries, "the title evaluation is only a full refund", which attracted the attention of netizens. The Municipal Human Resources and Social Security Bureau reminded that it is false to review the title package, not to charge if it is unsuccessful, not to pass the promise before payment, and to declare a full refund.

The Municipal Bureau of Human Resources and Social Security reminded that after paying fees through social media, titles can be entrusted to companies and individuals, and after claiming to pay fees through social media such as Tik Tok, websites and small advertisements, titles can be entrusted to them, but the refund of fees and other methods are all suspected of fraud.

At present, Chongqing has not designated any intermediary or agency to handle professional titles. For the catalogue of professional title evaluation committees and organizations at all levels approved for filing, please refer to official website of the Municipal Human Resources and Social Security Bureau, and charge professional title evaluation fees in accordance with relevant regulations. (New Chongqing-chongqing morning post reporter Zheng Sanbo)

Author | Tong Yang

Editor | Zhang Ai, Zhang Qi

Vision | Zhang Ai

Editor | Han Weiye

In the urban renewal market, the stock area of industrial remains is about 3 billion square meters, scattered in the north, Guangzhou, Shenzhen and Tianjin and the old industrial base cities in the past.Beijing alone has retired 233 old industrial plants, covering a total area of more than 25 million square meters.

In the past few years, the industrial heritage stock market has hatched two A-share listed companies: Derby Group and Jinhe Commercial. They take the content of cultural creation as the breakthrough point, and through the transformation and operation of "repairing the old as new", let the old factory glow with new life and explore new business opportunities in the real estate field.

Recently, Derby Group (stock code: SZ300947) released its first performance announcement after listing.The company achieved a total operating income of 955 million yuan and a net profit of 104 million yuan.The performance of the whole year was stable.

Figure 1: The stock price trend of Derby Group since its listing.

Source: Oriental Fortune (300059) Network.

01

Under the "second landlord" mode, the profitability is strong.

As an operation service provider of cultural, creative and technological innovation industrial parks, Derby Group’s main business is the positioning, design, transformation, investment promotion, operation management and in-depth value-added services to enterprises of Wenchuang Industrial Park. Its business model includes three categories:Lease operation, entrusted operation and equity participation operation.

The annual report revealed that Deby’s operating income in 2021 was 955 million yuan, mainly from leasing services, membership services and other services.

Figure 2: The proportion of all sectors of Derby Group in total operating income in 2021.

Source: Oriental Fortune Network

It’s not hard to see,Leasing service is the main source of revenue of Derby Group.In 2021, Deby Group’s rental service income accounts for more than 80% of the company’s total revenue, and members and other income correspond to entrusted operation and shareholding operation projects, with relatively small income and gross profit margin of only 1.92%.

The rental service income corresponds to the rental part of the "lease operation" project, which is essentially the "second landlord" model we often say, indicating that Derby Group mainly develops through "lease-operation". Although the outside world is sensitive to the "second landlord" model due to the "Ponzi scheme" of long-term rental apartments, from the data point of view, the gross profit margin of Debi Group’s leased operation remained above 37% from 2019 to 2021, and reached 48.34% in 2021.It is 4 percentage points higher than Jinhe Commercial, which is the leader of the same industry.Profitability is very strong.

Figure 3: Gross profit margin of leasing services of Derby Group from 2019 to 2021.

Source: Oriental Fortune Network

Ruihe think tank believes that Derby Group has considerable profitability. On the one hand, in the field of urban renewal, when urbanization develops to a certain stage, the value of a large number of old properties will inevitably be seriously mismatched with the value of the region.Therefore, the second landlord model is one of the important ways to revitalize existing assets and quickly realize resource integration.On the other hand, this is also inseparable from the cultivation of the whole chain operation system and brand power of the products by Derby Group itself.

02

Under the industrial chain, build a whole life cycle operation system.

In fact, the choice of business model is only a question of adaptability, how to establish industrial positioning, planning and construction, investment operation and customer service, etc.The whole life cycle operation system is the key to the success of light assets.

As most of the early cultural and creative parks were formed spontaneously,Only the rent level is used as the criterion for attracting investment, which has caused problems such as thin and broken industrial chain.For example, the industrial chain of Beijing 798 Art District is very fragile, its anti-risk ability is not strong, and its core competitiveness is insufficient, which leads to it being only a punching place in online celebrity.

Derby Group has been committed to a whole-process business chain such as project transformation, planning and operation, highlighting the ability to attract investment, and by purposefully selecting enterprises to settle in,Implement the integration of resource allocation in the industry to make the creative industrial chain in the park more complete.From the different stages of production, manufacturing, promotion and sales, the upstream and downstream of the industry can contact and communicate, resulting in the effect of 1+1>2.

During the reporting period, the average annual occupancy rate of Debi Mature Park has reached 93.5%, an increase of 4.5% compared with 2020.Among them, the occupancy rate of 9 parks reached 100%.And in 2021, the overall vacancy rate of Shanghai industrial parks will drop to 10.8%, while the overall vacancy rate of parks operated by Deby is only about 6.5%, far below the regional industry average.

03

Under branding, the scale has expanded rapidly.

In recent years, with the rapid development and maturity of Shanghai Science and Technology Park, the market tends to be saturated, so Derby Group has gradually stepped out of Shanghai.However, the premise of scale expansion must ensure that the industrial park of the enterprise itself is a systematic, branded and life-cycle high-quality park.Otherwise, it will be difficult to maintain stability.

With creative design ability as the core, Derby Group has continuously accumulated experience in park design, planning and renovation, and gradually launched a series of park brands such as "Derby Easy Park", "Derby WE" and "Derby Sports LOFT". After gaining a firm foothold in the Shanghai base camp, Deby will expand on a large scale in core first-and second-tier cities such as Beijing, Hangzhou, Xi ‘an, Shenzhen and even abroad. In 2021, the leasable area of Derby is 1,001,600 square meters, a substantial increase of 25.2% compared with 2020. This scale expansion will bring new income and profit growth for the company’s future development and help sustainable development.

Figure 4: Operation and management area of Derby Group from 2020 to 2021 (10,000 square meters)

Source: Enterprise Annual Report

According to the financial report data, Derby Group will be at the base camp in 2021.The gross profit margin in Shanghai is 42.27%.Strong profitability;The gross profit margin in Beijing is 27.92%.Although it is lower than Shanghai, Ruihe think tank believes that on the one hand, some projects are short-lived, and the project operation is in the climbing period; On the other hand, the existing high-quality projects tend to be saturated, the pressure of new projects is great, more funds are invested, and the turnover needs a certain period.

Table 1: Operating Income of Derby Group in 2021 by Region

Source: annual report of the enterprise (gross profit rate data of projects in other regions are not given by Derby Group in the annual report of the enterprise).

02

The Future Development Path of Production-Management-asset-light strategy Model

Although in the "second landlord" mode, there will be problems such as low project growth, limited profitability and land property disputes. However, both Deby Group and Jinhe Commercial can achieve healthy development under this model, which also proves its feasibility and brings some inspiration to asset-light strategy, a manufacturing industry.

1. Profit model: Multi-business seeks potential profit growth points.

According to incomplete statistics, by the end of 2019, there were more than 3,000 industrial parks in various provinces, cities and countries across the country, and it was estimated that there were more than 10,000 Wenchuang industrial parks without listing certification. In addition, many owners have begun to lay out creative parks or renovate old factories, such as Shanghai Textile Group and Shanghai Yidian Huaxin. The entry of these state-owned players will lead to the scarcity of high-quality assets in the market. Therefore,Private cultural and creative enterprises must broaden many business boundaries and constantly tap new profit growth points in order to continue to compete.

Just like Derby Group, as mentioned above, the rental income accounts for more than 80% of the total income of Derby Group. Under the dual landlord model, the profit structure is relatively simple.But at present, Deby is also actively developing property rights investment and service income.For example, Rude will take advantage of platform advantages and information advantages by "exchanging rent for equity", select enterprises with good growth, and invest in intangible assets such as cash, physical objects, brands and use rights to share the operating income of enterprises. However, the business is still in the cultivation stage and will become a new profit growth point in the future.

Besides,Derby is also deeply laying out the development of ecological business related to the operation of industrial parks.For example, taking Debi’s "West Hongqiao Debi Easy Garden" as an example, the company actively explores and cultivates new energy H2 business; At the same time, we are also exploring the distributed data center based on the park and related services such as communication, Internet of Things and traffic distribution.

Image source: the idea of the worm

2. Make full use of regional characteristic resources.

At present, the main body of the transformation of Wenchuang Industrial Park in China is old factories, and the characteristics of old factories in different cities and regions are different. The transformation of Wenchuang Garden emphasizes giving new life to traditional old buildings and reappearing their cultural characteristics. Therefore,In the transformation and design of the project, we should adhere to the orientation of the industry and culture of the park.Strengthen the excavation and support of cultural resources to avoid the problem that the cultural foundation is weak and cannot support its development and fall into the low-end business model.

For example, Shanghai Changning Debi Park, formerly known as Shanghai Aerospace 809 Computer Research Institute, has made great contributions to China’s space industry. During the transformation, Deby insisted on the cultural orientation of "simplicity and change" in the Book of Changes, and continued the simple, elegant and secluded style of the Aerospace Research Institute, providing enterprises with a garden-like office experience in Frank Shu. After the completion of the Shanghai Changning Debi Park project, hundreds of well-known multimedia enterprises at home and abroad and nearly ten multimedia professional organizations have gathered, including Public Comment Network and lagardere, a fortune 500 enterprise. At present, it has been rated as the demonstration park of Shanghai Cultural and Creative Industry Park in 2021-2022.

05

tag

We say that Wenchuang Industrial Park wants to achieve long-term and stable development. On the one hand, no matter which operation mode is adopted,We must intensively cultivate our own operational service capabilities.Create an operating brand with its own characteristics; On the other hand, grasp the outlet of industrial investment and cultivate industrial investment business in a timely manner.Realize diversified channel profitability.

During the "14th Five-Year Plan" period, the cultural industry is still in the "development window", and the competition between cultural and creative parks will be more intense. It remains to be seen whether Derby Group and Jinhe Commercial can hold the top spot in the cultural and creative industrial park.

Lecture 24 of Ruihe Open Class"How to Press the Acceleration Button when Resuming Work-Retail Business Special Session"Coming! Come and scan the QR code at the bottom right of the picture, and add Miss Han Jie to sign up for the meeting!

# Ruihe Think Tank 2022 Series Activities

Welcome everyone to participate actively ~

Join an individual member of Ruihe Think Tank to participate in more exciting activities!

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How does Jinhe Business, which relies heavily on the "second landlord" model, go in the future? | Production Office Asset Management

On the multi-format integration of production-run parks | production-run asset management

This article was first published on WeChat WeChat official account: Real Estate Asset Management Network. The content of the article belongs to the author’s personal opinion and does not represent Hexun.com’s position. Investors should operate accordingly, at their own risk.

　

Barefoot doctor: the political embodiment of village doctors

　

Our reporter/Li Mingzi

　

Published in China Newsweek, No.1019, November 8, 2021.

　

After practicing medicine in the countryside for 54 years, Ma Wenfang is still used to being called "barefoot doctor" by villagers, although this title has been officially cancelled since 1985.

　

The term "barefoot doctor" first appeared in the people’s commune period of the last century. In the summer of 1968, Red Flag, sponsored by The Central Committee of the Communist Party of China (CCCPC), published a survey report on the direction of medical education revolution from the growth of barefoot doctors in Shanghai. At the beginning of the article, I wrote, "Barefoot doctor" is an affectionate name for poor middle peasants in the suburbs of Shanghai who are semi-medical and semi-agricultural health workers. "

　

This article was published in People’s Daily on September 14th of the same year on the instruction of Mao Zedong, and "barefoot doctor" soon became a hot topic of public opinion at that time. Barefoot doctors everywhere have naturally become "typical" reported by the media-"Cowboy in the old society" studies medicine hard and treats incurable diseases for poor and middle peasants by virtue of "a red heart for great leaders". The image of barefoot doctors was painted in posters, comic books and even printed on stamps, food stamps and calendars, which became a vivid symbol of that era.

　

For Ma Wenfang, a village doctor in Suliuzhuang Village, Dagangli Township, Tongxu County, Henan Province, despite the aura of this group in a special era, barefoot doctors’ greatest contribution is to provide farmers with the most basic health protection. At that time, barefoot doctors walked in the fields with straw hats on their heads and medicine boxes on their backs to prevent and treat diseases for farmers who lacked medical care. When malaria was prevalent, it was also these barefoot doctors who went door-to-door to ask for advice, "delivering medicine to the hands, seeing the mouth, not swallowing and not walking", and finally eliminated malaria.

　

In its annual report from 1980 to 1981, the United Nations Children’s Fund concluded that China’s "barefoot doctor" model provided primary care for backward rural areas and provided a model for underdeveloped countries to improve their medical and health standards.

　

After the 1980s, the people’s commune system collapsed, and the barefoot doctor system established on this basis also disappeared. The book From Barefoot Doctors to Rural Doctors records that although the forms of medical services in rural areas have changed since then, the main staff of rural doctors are still barefoot doctors. Many of them have been working until today in the 21st century.

　

The birth of rural political stars

　

"In the 1950s and 1960s, there were no doctors in our village." Ma Wenfang recalled to China News Weekly that at that time, large-scale communes had hospitals, while small-scale communes didn’t even have clinics, and some small communes might have old Chinese medicine practitioners. At that time, ordinary people generally had no money to buy medicine. If farmers had a fever or a cold, they would eat a handful of millet, drink a bowl of hot water, go home to bed and sweat. If you are seriously ill, you can’t afford to go to the hospital in the city, so you can only go home and die.

　

Lack of doctors and medicines was a common situation at that time, and in rural areas with poor economic conditions, doctors and medicines were even more scarce. According to statistics, in 1964, 69% of senior health technicians were in cities and 31% in rural areas, of which only 10% were below the county level. At that time, the population distribution was just the opposite. The urban population only accounted for 1/10, and over 90% of the population lived in rural areas.

　

Ma Wenfang’s mother died of typhoid fever in the 1960s at the age of 32. Five days after his mother died, his 8-year-old brother contracted cold again. The child is skinny, because there is no doctor and no medicine, and he will be unconscious after a few days of illness. Nearby villagers donated 169 life-saving money for 1 cent and 2 cents, and then took Ma Wenfang’s brother to Kaifeng People’s Hospital for treatment. Five days later, he died.

　

"In less than two months, my family lost two lives. At that time, I knelt at the grave and swore that I would be a doctor, treat my fellow villagers and repay my kindness. " Ma Wenfang recalled.

　

At that time, the new rural health care system was being explored. In August 1950, the first national health conference was held. In view of rural health care, the idea of "setting up health centers in counties, health centers in districts, health committees in administrative villages and health workers in natural villages" was put forward. While strengthening the construction of rural grass-roots health institutions, medical personnel are also organized to go to the countryside to support rural grass-roots units.

　

In January, 1965, Mao Zedong approved the Report of the Party Group of the Ministry of Health to the Central Committee on Organizing Mobile Medical Teams to Go to Rural Areas. Taking this directive as a major political task, all localities quickly organized medical teams to go to rural areas, forest areas and pastoral areas to conduct roving medical treatment. Huang Jiasi, an expert in thoracic surgery, Zhou Huakang, an expert in pediatrics, and Lin Qiaozhi, an expert in gynecology, have all participated in itinerant medical treatment.

　

In this regard, Yang Nianqun, a professor at the Institute of Qing History of Renmin University of China, pointed out in his article "Epidemic Prevention Behavior and Spatial Politics" that for a long time after liberation, medical personnel only visited the countryside irregularly in the form of ambulance teams, and it was impossible to form a relatively institutionalized network of diagnosis, treatment and epidemic prevention in the vast rural areas.

　

On June 26, 1965, Mao Zedong said after listening to the work report of the Ministry of Health: "The work of the Ministry of Health only serves 15% of the national population, and the 15% is mainly the old man. The vast number of farmers have no medical treatment, no medical treatment and no medicine. The Ministry of Health is not the Ministry of Health of the people, but the Ministry of Health of the city or the Ministry of Health of the city, or the Ministry of Health of the city! " Mao Zedong instructed: "The focus of medical and health work should be placed in the countryside!" "Cultivate a large number of doctors who can afford it in rural areas, and they will serve farmers."

　

This passage was later called "June 26 instruction". On September 1 of the same year, People’s Daily published an editorial entitled "Putting the focus of medical and health work in rural areas" on the front page. The word "barefoot doctor" was not mentioned at that time.

　

Shanghai took the lead in piloting. In the summer of 1965, Jiangzhen Commune, Chuansha County, Shanghai began to run a training course. Huang Yuxiang, who graduated from Suzhou Medical College, served as a teacher, teaching medical common sense and simple treatment methods. After studying in a crash course for 4 months, the students returned to the commune as health workers. Wang Guizhen, who was later called "the first barefoot doctor in China", was one of the first students in this training class.

　

Wang and Huang used the method of "combining local culture with foreign culture" to save money for local villagers to see a doctor, and they also had to farm in the fields every day. The name "barefoot doctor" became popular among villagers unconsciously. In 1968, Shanghai Wen Wei Po published a report on Wang and Huang-Looking at the direction of medical education revolution from the growth of "barefoot doctors". This article was subsequently reprinted in full by Red Flag magazine and People’s Daily.

　

Due to the urgent demand for medical resources in rural areas and the political background of the personal instructions of the top leaders in special periods, the "barefoot doctor" system has been rapidly popularized throughout the country. According to the Report of the Ministry of Health on the National Working Conference of Barefoot Doctors at that time, by the end of 1975, the number of "barefoot doctors" in rural areas of China had reached more than 1.5 million, and there were more than 3.9 million health workers and midwives in production teams.

　

"Class composition" and "ideological consciousness" are the primary criteria for selecting barefoot doctors. An article by Xinhua News Agency published in the fifth edition of People’s Daily on June 23, 1969: "Students are recommended by poor lower-middle peasants and approved by the commune revolutionary committee, and the children of poor lower-middle peasants with good composition, high ideological awareness, active labor and certain culture are sent to training classes for study; The living expenses of the students are borne by the brigade. After graduation, they will return to the team to treat the poor and middle peasants. "

　

In 1967, Ma Wenfang, who had finished junior high school, was elected as a "barefoot doctor" by the brigade to study in the commune training class for one year. According to Ma Wenfang’s memory, at that time, it was necessary to learn anatomy, physiology and diagnostics of western medicine, but also to recite Chinese herbal medicines and learn acupuncture. Students did not have textbooks, only one-page materials printed by mimeograph.

　

Being a barefoot doctor is easier to earn more work points than ordinary villagers. According to Ma Wenfang’s memory, there was no salary during the people’s commune period, and they all earned work points. In Ma Wenfang’s brigade, according to the content and quantity of labor, each person can earn at most 10 points per day and at least five or six points, while being a barefoot doctor can be regarded as "full attendance", with 280 points per month, and receiving food from the production team at the end of the month.

　

At that time, cooperative medical care was adopted in rural areas, and the primary medical expenses were co-ordinated by the production brigade. In Ma Wenfang’s brigade, each person pays 10 cents a month, and the rest is the responsibility of the brigade. Thanks to the support of the collective economy, farmers can enjoy the most basic medical care requirements at very little cost. The article "Analysis of the reasons for the success of rural medical cooperation in the period of people’s commune" points out that "the existence of people’s commune system ensures the low-cost operation of rural cooperative medical system. Under the rural cooperative medical system, the rural health website consisting of village health stations, commune health centers and county hospitals covers almost all villages in the country. "

　

Yang Nianqun pointed out that it was not until the establishment of the barefoot doctor system that the instructions of the upper medical administration, such as vaccination, vaccination and distribution of anti-epidemic drugs, were really implemented, and the orders were banned, which was rapid and abnormal.

　

Writer Zhu Yong noticed a very interesting phenomenon. In all contemporary art works, barefoot doctors almost invariably appear as girls. In his book The Fate of Diseases in Revolution: The Saints’ Description of Barefoot Doctors, he wrote that in reality, an old image of Chinese medicine will give patients a sense of trust, but the art is different. The painter subconsciously endowed barefoot doctors with "the function of a goddess in European classical painting", and the barefoot doctors’ interpretation of life in the image of girls came not only from their careers, but also from their bodies themselves.

　

Barefoot doctors became the political stars of that era, not only had the opportunity to participate in the National Day parade, but also became the protagonists in political propaganda films. Wang Guizhen, a barefoot doctor, is the prototype of the leading role in the film "Spring Seedling". In addition to the real medical experience, Tian Chunmiao, the leading role of the film, is also given a "political task". Tian Chunmiao is different from the "doctor in the system" who only cares about cutting-edge topics, regardless of the life and death of poor and middle peasants. She not only cares about the proletariat, but also has a first-class medical service, which cured the waist and leg disease of poor peasant Shui Changbo, thus allowing Shui Changbo to successfully join the struggle with the director of the hospital.

　

Limited medical security

　

"Due to the limited professional medical level of barefoot doctors, the medical problems they can actually solve are limited. It can only be said that under the conditions at that time, barefoot doctors provided a kind of help to the grassroots." Zhang Daqing, director of the Department of Medical History and Philosophy in peking university health science center, analyzed China Newsweek.

　

Ma Wenfang also said that barefoot doctors mainly deal with common diseases such as headache, brain fever and tracheitis. If they encounter diseases that require surgery such as acute appendicitis, they need to be transferred to a higher level hospital as soon as possible. The daily work is to carry a medicine chest to work in the fields, which contains acupuncture needles, common medicines and the "old three", namely stethoscope, sphygmomanometer and thermometer. In summer, when someone gets sunstroke while working in the field, Ma Wenfang immediately goes over to relieve the heat. If someone bumps and scratches, he will go over to disinfect and bandage; When pesticides are used in cotton fields, people are often poisoned by inhaling pesticides. Later, people often commit suicide by drinking pesticides, so barefoot doctors should go to first aid.

　

The book Creation and Reconstruction —— Research on Rural Cooperative Medical System and Barefoot Doctors in Collectivization Period concludes that by the mid-1960s, due to continuous study, practice and training, health care workers (later barefoot doctors) had mastered the treatment of dozens of common diseases, the use of dozens of drugs, acupuncture and simple Chinese herbal medicine knowledge.

　

At that time, drugs were still in short supply and the price was high. Farmers only spend two cents to buy two aspirin when they have a bad cold. If they can’t cure it, they will add a penicillin. Ma Wenfang remembers very clearly that the purchase price of a penicillin is 15.8 cents and the selling price is 18 cents, which is the same price in the whole country.

　

"At that time, everyone earned work points, and everyone did not have the concept of making money." Ma Wenfang explained that the medicine was bought by the Murakami Brigade with money, and the income went to the public. At that time, it was a planned economy, and there was no need to buy more precious antibiotics like penicillin. Each brigade in each village received up to 10 antibiotics per month.

　

Zhang Daqing believes that barefoot doctors have played a positive role in the modernization and popularization of drugs in rural areas. As for the "barefoot doctors aggravated the abuse of antibiotics" mentioned in some studies, Zhang Daqing thought it was a kind of "hindsight". Antibiotics could relieve patients’ pain relatively quickly at that time, but the drug use standard was not popular at that time, so it was not appropriate to delve into it.

　

Under the conditions at that time, few farmers could afford western medicine, and most villagers still relied on "three soil and four self-reliance" to see a doctor, that is, native medicine, earthwork, native medicine, self-collected, self-planted, self-made and self-used Chinese herbal medicines. Ma Wenfang also specially bought a medicine mill to grind herbs into powder, or add water to make pills.

　

According to the report of People’s Daily on February 14th, 1969 on Li Rongyu, a barefoot doctor in Gaowang Brigade of Qibao Commune in Xinhui County, Guangdong Province, Li Rongyu’s Qibao Commune is located in the Pearl River Delta, and there are no mountains nearby, and the commune does not grow Chinese herbal medicines, so he went to the mountainous area dozens of miles away to collect herbs.

　

Zhang Kaining, director of the Health Research Institute of Kunming Medical College, believes that the widespread use of Chinese herbal medicines by barefoot doctors in those years consolidated the rural cooperative medical system. Chinese herbal medicine is easy to obtain, economical and cheap, and has a tradition and habit of using it in rural areas. The use of Chinese herbal medicine not only reduces the economic burden of farmers, but also greatly reduces the expenditure of cooperative medical fund.

　

"At that time, I was courageous, but now I can’t do it. First, the patient refused to eat (the earthwork), and another, it was illegal for doctors to do so." Ma Wenfang recalled that the appearance of barefoot doctors in those years changed the dilemma of lack of medical care and medicine in rural areas. Otherwise, people were ill and had to go home to die, so there were almost no cases of patients bothering doctors or suing doctors at that time, which was also the patient’s trust that barefoot doctors "came in the wind and went in the rain".

　

At that time, the dirt roads in the countryside were rugged and there were no bicycles. Going to the villagers’ homes to see doctors depended on walking. Once Ma Wenfang went out to see someone else, just in time for his wife to give birth at home. When he came back a moment later, his wife and children were gone. Since I think about it, Ma Wenfang still feels very guilty about his family.

　

"Barefoot doctors have a very distinctive class identity. In the screening process, they can only come from the class that is divided into’ poor and middle peasants’ by class composition. Because of his poor background, barefoot doctors are full of moral salvation, with strong love and hate and emotional tendency. Such a feeling also determines the choice of medical objects, which can only be people consistent with their class attributes. Their class attribute also determines that they will have a’ selfless’ character in the treatment process. " Yang Nianqun summed up in "Rebuilding the Patient —— Space Politics under the Conflict between Chinese and Western Medicine".

　

It is precisely because of the class identity of "poor and middle peasants" that barefoot doctors perfectly meet the requirements of "doctors that farmers can afford, use and stay". However, barefoot doctors are different from the image of village doctors or "witch doctors" in the past, and they are positioned and arranged in an institutionalized political atmosphere. Yang Nianqun believes that "under the dual discipline of institutional arrangement and human network, barefoot doctors will naturally strengthen their moral constraints."

　

In 1960s, malaria was prevalent in rural areas, but the villagers generally lacked common sense of epidemic prevention. Ma Wenfang can only send medicines from house to house for consultation and publicize malaria prevention knowledge. When people are not at home, they go to the fields to look for them. More than 360 households in the village run once a day for 7 days in a row. At that time, some villagers felt that they were in good health and were unwilling to take medicine. Barefoot doctors had to "send medicine to their hands, see the mouth, and not swallow it." After completing a course of medication, at intervals, they began to deliver medicines from house to house for two years until malaria was eliminated.

　

During the national patriotic health campaign, barefoot doctors, as the most basic executors of the health security system, also undertook the task of "two management and five reforms". Barefoot doctors should take care of water and feces, change wells, toilets, barns, stoves and the environment, and check from house to house whether they have been disinfected. As long as it is related to medical treatment, hygiene and health care, barefoot doctors have to do it, and there are endless things to do every day.

　

The article Barefoot Doctors and the Medical Pyramid published in the British Medical Journal in 1974 pointed out that as the bottom of the medical pyramid system, barefoot doctors’ semi-peasant and semi-doctor status determines that they can only provide basic and simple medical services and convey health concepts such as "washing hands before meals" to the public. They have played a great role in disease prevention, such as early diagnosis of esophageal cancer in Northeast China and nasopharyngeal carcinoma in Guangdong.

　

"As a product of a specific historical period, barefoot doctors and cooperative medical system are a creation of farmers in China under the condition of lack of health resources and serious unfair distribution." Li Decheng, an associate professor of Jiangxi Normal University, once wrote an article summarizing that barefoot doctors have built the bottom layer of the three-level medical prevention and health care network in rural areas, so that measures such as vaccination, vaccination and distribution of epidemic prevention drugs implemented by higher health administrative departments can be truly implemented.

　

After the disappearance of "barefoot doctor"

　

After 1976, with the end of the political movement, the number of primary health workers, including barefoot doctors, decreased at an average annual rate of 400,000.

　

At that time, the health department began to standardize employees, control the number and quality of barefoot doctors, and eliminated a number of unqualified health personnel through examination and certification. The examination began in 1979. In 1981, the State Council approved the Report of the Ministry of Health on Reasonably Solving the Subsidy of Barefoot Doctors. It was mentioned in the document that "barefoot doctors who pass the examination and are equivalent to the technical secondary school level will be issued with a’ barefoot doctor’ certificate, and in principle they will be given treatment equivalent to the level of private teachers. For barefoot doctors who can’t reach the level of technical secondary school temporarily, it is necessary to strengthen training, and their remuneration, in addition to recording workers, should also be given appropriate subsidies according to local actual conditions. "

　

After the disintegration of the people’s commune, with the disintegration of the collective economic foundation, the rural cooperative medical system and the barefoot doctor system further lost their organizational support and economic support. By 1983, the number of barefoot doctors in China had dropped to more than 1.2 million.

　

On January 24th, 1985, Chen Minzhang, the former Minister of Health, pointed out in his speech at the National Conference of Health Directors that "the name’ barefoot doctor’ was put forward by Zhang Chunqiao and others in an article in the early days of the Cultural Revolution, and then it was widely used in various places. The meaning of this name is not exact either. Now we have decided not to use this name. In the future, anyone who has reached the level of a healer after examination is called a rural doctor; Those who fail to reach the level of healers are renamed as health workers. "

　

The next day, People’s Daily published the article "Stop using the name of" barefoot doctors "and consolidate the development of rural doctors", and the era of "barefoot doctors" ended here. Barefoot doctors retired and changed careers. Some left the public system to open clinics at home, while others contracted the original commune health centers, taking responsibility for their own profits and losses, and continued to practice medicine in the name of "barefoot doctors".

　

After the transformation, barefoot doctors have improved their professional level through retraining, further study and self-study. Coupled with the villagers’ original trust in barefoot doctors, village doctors were still very popular in the 1990s, when Ma Wenfang saw more than 150 patients a day. From "recording work points" to "self-financing", the village clinic still has a part of income. Ma Wenfang keeps enough income for his family to eat and drink, and the rest is fed back to the villagers to take medicines and give free vaccinations to children who can’t afford vaccines. In Ma Wenfang’s impression, in the late 1980s and early 1990s, rural doctors briefly experienced a "golden age".

　

　

Soon, by the mid-1990s, the eastern region developed rapidly, attracting a large number of farmers to go out to work. Village clinics have backward hardware, insufficient manpower and old doctors, which are in sharp contrast with big hospitals. With the increase of people’s income, villagers have gradually formed the consciousness of "going to big hospitals when they are sick". The survival of village doctors began to become difficult.

　

In fact, the transformation dilemma of rural primary health care system appeared after the collapse of the "barefoot doctor" system. Although the primary health workers in rural areas were still "barefoot doctors" in the past, they lost the original system guarantee and economic support and made a living in the market economy environment driven by interests. Obviously, they could no longer undertake the functions of epidemic prevention supervision of "barefoot doctors", and the rural primary health network could no longer operate effectively after entering the 1980s.

　

"The disintegration of the cooperative medical system and the transformation of the role of’ barefoot doctors’ have led to the plight of rural primary health care and the loss of basic medical security for farmers." Zhang Daqing said that in 2003, the China municipal government put forward the plan of establishing a new rural cooperative medical system and promulgated the Regulations on the Management of Rural Doctors’ Practice, so as to rebuild the rural primary health care service system. However, there are still many disharmonies between the new rural cooperative medical system and the medical services of rural doctors, and the service system that adapts to the medical consumption level and level of the new rural cooperative medical system needs to be improved.

　

"The current rural primary medical problems cannot be solved by simply restoring the original barefoot doctor system." Zhang Daqing pointed out that with the development of social economy, people’s demand for the quality of health care has also increased rapidly, and their awareness of health and financial investment in maintaining health have increased. It is understandable to pursue better medical services. The state can only guide graded diagnosis and treatment from the system design. More crucially, the system design of rural primary health service system should be clear about its functions and responsibilities.

　

After being elected as a deputy to the National People’s Congress in 2008, Ma Wenfang began to investigate the basic medical care in rural areas and the practice of village doctors. He visited more than 300 villages in 38 prefecture-level cities in 7 provinces including Henan, Shandong and Hunan, and found that the phenomenon of hollow villages is becoming more and more common, and the treatment of village doctors is low. Some villages even have no village doctors, and the level of basic health services in rural areas is worrying. "Grass-roots work needs specific people to do, and village doctors subsidize more than 1,000 pieces a month. Now in this era, who is willing to do it and who will take over in the future? What about basic medical care and public health in rural areas? " Ma Wenfang said with concern.