On November 16, the Ministry of Industry and Information Technology officially announced the third batch of service-oriented manufacturing demonstration lists, and () was successfully selected as the "Third Batch of Service-oriented Manufacturing Demonstration Platforms" (48 in total) with "Service Platforms for Custom Furniture and Home Furnishing Solutions". This is also the first demonstration platform selected in the custom home furnishing industry.

　　O2O pioneers build a home furnishing industry chain service platform

　　Shangpin Home Delivery took the lead in entering the O2O field in 2009 and is a successful pioneer in the domestic mass customization home e-commerce field. Shangpin Home Delivery Service Platform has established a "solution library" of "room type library", "product library" and "home overall solution" based on the Internet real-time transaction and interactive design system, and improves consumers’ purchasing experience through cloud design, big data analytics and CRM. Consumers book designers’ door-to-door measuring rulers through the platform, and visit offline brick and mortar stores for visiting experiences to tailor home solutions. At the same time, combined with mobile Internet marketing, O2O sales and e-commerce platforms for home accessories, and the "large-scale furniture customization" system of Industry 4.0 intelligent manufacturing factories, seamless connection and full-process informatization have created a new business model of "C2B + O2O".

　　This platform has established the first truly integrated public service platform for the home furnishing industry chain and value chain, with the aim of enhancing consumer experience and providing a full range of services to consumers, sales enterprises, and home furnishing product suppliers. It emphasizes the personalized needs of consumers, realizes the integration of product users, manufacturing enterprises, and sales enterprises, and promotes the agglomeration of the home furnishing industry.

　　BIM technology revolutionizes the packaging model and consumer experience

　　In the consumer business field, Shangpin Home Delivery has launched BIM decoration technology to digitize each customer’s home space, and realize one-stop matching of all home categories through "what you see is what you get" design. Using BIM technology to preview the whole process of decoration in advance, avoid risks and improve efficiency, accurately count usage, and reduce material waste. Through the central tower desktop plan scheduling system and 5G digital construction site, large-scale and multi-link construction can be carried out in an orderly manner, thus effectively ensuring delivery time and delivery quality.

　　Digital intelligence capacity enhancement design value, build "design island" ecosystem

　　In the field of design services, Shangpin Home Delivery’s cloud design service platform integrates a large number of home designer resources, room type libraries, product libraries, and space solutions, greatly improving the designer’s work efficiency, and realizes intelligent design through a variety of iterative design software. It comprehensively promotes first-line acquisition of inspiration, online negotiation, mid-term follow-up, offline transactions, and construction delivery.

　　Based on the "new management" thinking of the Internet, Shangpin Homestead has also established a "design island" platform to create a novel and fun Internet office scene for tens of thousands of designers. Each designer has a design rank, and there are different points according to customer praise, performance, work attitude, etc. Points can be exchanged for different prizes, and at the same time, it also gives them spiritual motivation and value orientation. Designers are encouraged to study customer space solutions in depth, and use points to conduct transactions internally. Use the power of games to unite many designers scattered across the country, and use a new generation of favorite gamification systems to inspire creativity and a sense of belonging.

　　Deeply empower small and medium-sized home improvement enterprises to achieve a new business model of mutual win-win and symbiosis

　　In the field of industrial Internet, Shangpin Home Delivery launched "HOMKOO Decoration Cloud" to empower the home improvement industry and create a new business model of mutual win-win and symbiosis in the home improvement industry. Integrate the resources of the whole house decoration industry, through data intelligence, service integration, common quality assurance, centralized procurement of resources and SaaS tools, etc., to help small and medium-sized home improvement enterprises expand the whole house decoration business capacity, realize service model upgrade, reconstruct the industrial chain and value chain of the home improvement industry, improve industry efficiency, and help traditional home improvement enterprises transform and upgrade into innovative home improvement enterprises.

　　Shangpin home delivery also uses BIM installation technology to deeply enhance the management level of installation enterprises and project synergy capabilities, empower small and medium-sized home improvement enterprises, promote industrial chain integration, and build an industrial high-quality ecosystem.

　　After reaching a strategic cooperation with JD.com in June this year, through in-depth cooperation with JD.com in brand, traffic, supply chain, technology research and development, Shangpin Home Delivery will also strive to become a high-quality platform and service provider for consumers’ () shopping and home experience, and create higher customer value for consumers.

　　In addition, on November 1, Shangpin Homestead was also awarded the "2021 Guangzhou Private Leading Enterprise" by the Guangzhou Municipal Bureau of Industry and Information Technology.

　　Service-oriented manufacturing is a new manufacturing model and industrial form that integrates manufacturing and service development, and is an important direction for the deep integration of advanced manufacturing and modern service industries. As a service-oriented manufacturing demonstration platform, Shangpin Home Delivery will continue to accelerate the development of new business models and models of service-oriented manufacturing, effectively extend the industrial chain, enhance the value chain, and promote the improvement of manufacturing quality and efficiency and transformation and upgrading!

　　(The picture is authorized by Shangpin Home Delivery.)Use)

　　(Editor in charge: Zhu He)

I still remember that Avita achieved a new delivery record of 6,106 units in December 2023, breaking the previous delivery record. A month later, Avita ushered in a "good start" in 2024, with deliveries reaching 7,059 units in January, once again breaking the delivery result in December, which is amazing.

Specifically, in January 2024, Avita 11 delivered 2,038 units, Avita 12 delivered 5,021 units, and is in the process of continuous climbing. However, compared with the huge sales of Avita 12, the current delivery volume does not seem to meet the expectations of users. In response to this problem, Avita held a "meeting this moment" user meeting in celebration, saying that Avita 12 will deliver 8,000 units in March, with the fastest speed and the best quality, to repay the trust and love of users.

Avita’s approach of taking the initiative to explain the situation and expressing its position to users is really very popular. You know, Avita, as a future intelligent luxury brand born out of the industry-leading intelligent electric vehicle technology platform CHN, brings together the top advantages of Changan Automobile, Huawei, and Ningde Times three industry giants in their respective fields. Its Avita 11 and Avita 12 models have a good performance of intelligent strength. Judging from Avita’s attitude towards users, there is no lack of humanization and warmth, and it lives up to the love of users.

Looking at the entire smart car market, Avita’s overall strength can rank among the top. Specifically, Avita’s dual flagship models are fully equipped/iteratively upgraded with Hongmeng cockpit and Huawei’s high-end intelligent driving system HUAWEI ADS 2.0, bringing users a far-ahead intelligent experience. With the blessing of the three lidars standard in the whole series, Avita’s flagship models have the industry’s top-class accurate perception ability, and with Huawei’s high-end intelligent driving system ADS 2.0, the intelligent driving ability is excellent.

According to the official data of Avita’s smart driving, the accumulated mileage of Avita’s smart driving is 35 million kilometers, accounting for 23% of the total mileage, and the accumulated call of smart parking assistance is 3.70 million times. Such data shows that Avita’s smart driving function has been fully trusted by users and used frequently. Moreover, Avita’s efficient "evolution" ability has always been praised by users, which can bring users a "frequently used and new" car experience.

For example, on January 31st, Avita Technology officially announced that it will start pushing OTA upgrades to all Avita users from now on. Among them, Avita 12 ushered in the first major version of OTA upgrade, and Avita 11 was updated again with continuous OTA, with a total of 30 + feature updates. Through this OTA upgrade, we have reason to believe that Avita will continue to adhere to longevity, accelerate the delivery process, and continue to improve its own strength and intelligence.

　　At present, young people tend to choose new energy vehicles. The more advanced intelligence and modernization of new energy vehicles have become the choice of many riders. In today’s market environment, our country’s new energy smart vehicle technology is also quite in place. For example, Avita has recently set off a lot of waves in the new energy market.

　　In order to enable everyone to enjoy a more perfect travel experience while driving, Avita aspires to become more intelligent and modern. On July 14, MIIT officially announced the information of Avita’s first medium and large sedan in the 373rd batch of new car announcements – Avita 12.

　　From the information disclosed at this stage, the appearance of the Avita 12 shows a sense of power and futurism, and the pure coupe design concept uses lines to outline the suspension of the coupe posture. Combined with the front face design of the Avita gene and the unique sports back design of the coupe GT model, the pure sensibility can’t help but be intoxicated. Create a cushioned induction cockpit for the owner, allowing users to enjoy an emotionally intelligent space experience.

　　Its details are also in place. At this stage, only a very small number of brands can achieve mass production of electronic exterior rearview mirrors, and Avita 12 is one of them. It perfectly interprets the "futuristic feeling" of smart new cars with innovative design and intelligent technology. With the blessing of high definition image technology, electronic exterior rearview mirrors can provide a good and clear vision environment in harsh environments such as rain at night, ensure driving safety, and provide users with a sense of security. At the same time, it also reflects the humanistic care of its brand.

　　The Avita 12 power system will be the same as the Avita 11. The Avita 12 provides two sets of power systems with rated output power of 230kW and 425kW respectively. From the data, it can be basically determined that this is the rear-drive version and four-wheel drive version of the Avita 12. Referring to the Avita 11’s acceleration performance of 3.98 seconds, the Avita 12 has the same level of power parameters, coupled with the low drag coefficient brought by the coupe shape, it can be seen that the Avita 12 has better performance output levels.

　　Avita Motors’ OTA upgrade speed is also the fastest. Basically, every time the OTA system is upgraded, the experience of Avita Motors is very smooth. Avita 12, as a new high-end intelligent coupe GT model car under Avita Motors, will also show an unprecedented level of intelligence. Stay tuned!

On the evening of August 25, Evergrande Motor announced its interim results for the six months ended June 30, 2023 on the Hong Kong Stock Exchange.

According to the financial report data, as of June 30, 2023, revenue was 155 million yuan, an increase of 540.98% year-on-year. Evergrande Automobile said that the increase in revenue was mainly due to the group’s start to sell Hengchi 5. The company’s gross loss was 61 million yuan, an increase of 531.54% year-on-year, mainly due to the rising prices of core components such as batteries and chips and the lack of large-scale production, which made the manufacturing cost higher.

For the six months ended June 30, 2023, Evergrande Motor said it continued to focus on high-quality production and delivery of the Hengchi 5, improving and streamlining its production management system to lay a solid foundation for future high-volume production. Among all pre-orders for the Hengchi 5 (which has been pre-ordered in July 2022),More than 760 units were delivered during the reporting periodIn terms of R & D achievements, the Group has applied for 3,512 patents in similar research fields worldwide, of which 2,715 have been granted patents.

It is worth noting that the results show that in the first half of 2023, the Group’s administrative expenses decreased by 15.54% year-on-year to 935.92 million yuan, mainly due to the decrease in employees, the salary reduction of certain current employees and the decrease in R & D expenses.

As at 30 June 2023, the Group employed a total of 1,597 employees, approximately 92% of whom had a bachelor’s degree or above, and incurred total staff costs (including director’s remuneration) of approximately RMB 313.85 million during the reporting period (H1 2022: RMB 937.98 million).

According to Evergrande Automobile’s 2022 annual report, as of December 31, 2022, the group employed 4,506 employees. According to this calculation, in the first half of 2023, Evergrande Automobile’s staff reduction rate reached 64%.

(Proofreading/Huang Rengui)

Editor’s lead: In 2023, BYD continued to write the story of sales growth, but while sales were at a high level, BYD’s challenges began to emerge one by one. Since the second half of the year, its growth rate in the domestic market has obviously slowed down, and the continuous entry of mixed competing products has begun to impact BYD’s market position. The high-end camp represented by Tengshi brand is outside the MPV market and has not yet opened its voice in the mainstream market.

Sales rush and challenges emerge.

There is no doubt that BYD will continue to be the domestic new energy sales champion in 2023. In 2023, with its reputation and leading position in the new energy market, the price/performance ratio of the "Champion Edition" model under the price war, and the explosion of cars in the pure electric field, BYD once again hit a record high in terms of sales volume and performance. According to official data, in the first 11 months, BYD sold 2.683 million vehicles, a year-on-year increase of 64.29%.

At the same time, BYD’s third quarterly report shows that in the first three quarters of this year, BYD achieved revenue of 422.275 billion yuan, a year-on-year increase of 57.75%; The net profit of returning to the mother was 21.367 billion yuan, a year-on-year increase of 129.47%. According to brokerage analysis, BYD’s bicycle profit in the third quarter reached 11,000 yuan. Based on this data, BYD has also become the most powerful car company in the domestic market, surpassing SAIC.

The root cause of the big increase in performance is still the sales volume. BYD once said that "the new energy automobile industry continued its good growth momentum, and the company’s new energy automobile sales continued to hit a record high, ranking first in the global new energy automobile sales."

Horizontally, from the listing of BYD Qin PLUS DM-i 2023 Champion Edition on February 10th this year, it sounded the horn that BYD further eroded the market share of fuel vehicles. The banner of "the same price of oil and electricity" played by the champion version of Qin PLUS DM-i 2023 has become a major attraction for consumers of fuel vehicles, which has driven the sales of Qin PLUS DM-i to rise all the way, with the monthly sales reaching as high as 30,000+.

The A-class plug-in hybrid sedan sold from 99,800 yuan, with its outstanding cost performance, constantly stirred the price line of the joint venture A-class fuel sedan. At the same time, after the Qin PLUS DM-i 2023 champion version, BYD successively launched a series of champion models such as Song PLUS DM-i champion version, Song PRO champion version and seal champion version.

BYD’s core idea is to "increase distribution and reduce prices", and to speed up the market share of joint-venture fuel vehicles in the context of intensified price wars. In the first 11 months, the independent brand market led by BYD has reached 51.7%, while the market share of mainstream joint venture brands has dropped to 34.5%. BYD grabbed the biggest cake in the process of new energy encroaching on the fuel vehicle market, which laid the lower limit for BYD.

However, while BYD’s sales are going to a high level, from the perspective of dismantling its development trend, BYD’s challenges are becoming increasingly prominent. The slowdown in sales growth, the sniper of competing products and the high-end luxury market represented by Tengshi are all problems that BYD has exposed.

Surrounded by heroes, BYD

Compared with last year, BYD’s monthly sales volume is still growing substantially, which is beyond reproach. However, in the second half of 2023, BYD’s month-on-month growth rate slowed down significantly. Among them, in October and November, BYD’s month-on-month growth rate was less than 100, which reflected that BYD’s growth was also facing strong resistance. The core factor is that the hybrid field is being challenged. BYD, once a dominant company in the hybrid field, has gradually increased its competitors.

In fact, in 2023, BYD continued to move forward, and a considerable number of factors depended on the increment of new models. For example, BYD Seagull cut into the A0 pure electric car market with a class of 100,000 and became the dominant market segment. BYD Seagull was listed on April 26th this year, and it sold more than 40,000 vehicles for three consecutive months. The cumulative sales volume during the year was as high as 229,600 vehicles, which was the biggest increase of BYD during the year.

In the hybrid market, judging from the competitive situation of sub-models, the trend of independent brands besieging BYD has taken shape: BYD’s main three models, such as Qin, Song and Han, have been besieged by domestic car companies in different dimensions, and Song PLUS in the first half of the year faced competition from Xiaolong MAX, Yinhe L7 and Deep Blue S7; At present, the sales volume of Deep Blue S in July is stable at around 7,000 vehicles, while the steady monthly sales volume of Galaxy L7 is above 8,000 vehicles.

In the A-class plug-in sedan market where Qin PLUS DM-i is located, Yinhe L6, Qiyuan A05, Wuling Xingguang and other products have successively joined the battle. In the A-level hybrid market, the latest monthly sales volume of Yinhe L6 has climbed to the level of 5,000 vehicles. Qiyuan A05 and Wuling Starlight have just been listed, and their sales volume is also climbing.

BYD, which took the lead in the new energy market by relying on plug-in technology, once monopolized about 62% of the market share in the plug-in market (in 2022). Since the beginning of this year, with the landing of plug-in products corresponding to other independent brands, BYD’s share in the plug-in market has begun to shrink. From January to November this year, BYD sold 1.288 million plug-in vehicles in batches, accounting for 53% of the 2.394 million plug-in market.

On the whole, although other self-owned brands’ blended products have not yet risen to threaten BYD’s position, with the increasing investment of Great Wall, Chang ‘an, Geely and other car groups since 2023, consumers have been given a new choice different from BYD in the blended market. And as the most dynamic market segment in 2023, it is attracting more car companies to invest, including joint venture brands and other independent brands.

In the hybrid market, Chery, which has experienced rapid sales growth in the past two years, also voiced strongly, "The hybrid market without Chery Automobile is an incomplete hybrid market." Since 2023, the sales volume of Chery Group has reached 1.66 million, returning to the independent head camp. Yin Tongyue said that he would enter the top position in new energy in 2024, which may mean that the hybrid market will face more intense market competition next year.

Tengshi impacts SUV and is frustrated again.

In the new energy market in 2023, on the one hand, BYD continued to promote the growth of the mass market through price war, on the other hand, it laid out the high-end market and tapped the increment of the high-end market, including Tengshi, Equation Leopard and Wangwang, which all entered the new node of operation this year. Equation Leopard and Wangwang ushered in the first car listing, and Tengshi also opened an SUV track outside MPV, but Tengshi’s performance was not fully successful.

In the high-end market, BYD’s representative Tengshi has made great achievements in the MPV market. Tengshi D9, which was listed at the end of last year, has continued its high-light performance this year. The emergence of Tengshi D9 has broken the domestic MPV market pattern in one fell swoop. In the first November of this year, Tengshi D9 accumulated 108,000 vehicles in retail sales, surpassing Buick GL8′ s 107,000 vehicles. It is not an idiotic dream to win this year’s MPV market sales champion.

However, Tengshi encountered "Waterloo" in the SUV market for mainstream users. In July and August this year, Tengshi launched two SUV models, Tengshi N7 and N8, which did not achieve the expected success. Since its listing, Tengshi N7 has sold 5,402 vehicles, while N8 has sold 1,819 vehicles, which is not in line with Zhao Changjiang, general manager of Tengshi Sales Division.

Prior to this, Zhao Changjiang once said that "Tengshi N7′ s goal is to sell 10,000 units per month" and "the monthly delivery volume is about 5,000-6,000 units in the initial delivery period, and it is expected to reach over 10,000 units in September and October. Together with the N8 launched at the end of the year, Tengshi will be able to reach the level of monthly sales of 30,000 vehicles. " The failure of the N7 and N8 models has also dragged down the achievement of Tengshi’s annual target. According to the plan, Tengshi will challenge the annual sales of 150,000 vehicles in 2023, but now it has accumulated sales of 115,900 vehicles.

The year 2023 is coming to an end. On the whole, BYD’s leading position in the new energy market still exists, but the challenges it faces are also increasing objectively.

Judging from the disclosed plans, 2024 will be a great year for BYD’s products, including the replacement of core models and endless new products, such as Dynasty/Ocean, Tengshi and Equation Leopard, and the fifth-generation DM-i’s boarding blessing in technology, so as to upgrade from products to technology. Whether this can help BYD solve the challenges that have gradually emerged remains to be seen.

At the Guangzhou Auto Show, BYD executives said, "In 2024, new energy vehicles may enter the era of Armageddon at any time."

　　In a melon and vegetable planting base in Qian ‘an City, Hebei Province, villagers used live broadcast to promote tomatoes. Xinhua news agency

　　In a business exhibition company in Chenghai District, Shantou City, Guangdong Province, an anchor sells car models in the live broadcast room. Xinhua news agency

　　In a flower planting base in Xindian Street, Dongying District, Dongying City, Shandong Province, college students returning home during the winter vacation live broadcast with goods. Song Xinggang photo/bright picture

　　In Dinghe Village, Tangqi Town, Linping District, Hangzhou City, Zhejiang Province, the network anchor is selling special new year goods such as dried herring live. Xinhua news agency

　　 　These days, major e-commerce platforms have launched the "New Year Festival", and Li Dian, a Beijing citizen, is also busy buying in buy buy, but she feels more rational recently. "Now I won’t spend a lot of time in the live room, but I want to take a few minutes to go to the live room of the head anchor when I want to buy something, browse the products of the day, buy them if necessary, and quit the live room immediately if I don’t." Li Dian once bought a lot of good things with good quality and low price in the live broadcast room, and also encountered "things are not as good as the anchor said" or even quality problems. "But overall, the live broadcast industry has become more and more standardized recently."

　　 　On December 20th, 2021, the Inspection Bureau of Hangzhou Taxation Bureau of Zhejiang Province informed that Huang Wei (net name: Viya), the network anchor, had been punished by tax administration according to law, and the tax was recovered, the late payment fee was added and the total fine was 1.341 billion yuan. Subsequently, Viya’s platform accounts were blocked. As soon as the news came out, public opinion was in an uproar. People were both surprised at the wealth myth created by online celebrity’s economy and at how many chaos there were in the live broadcast industry.

　　 　Indeed, this is not the first time that anchor online celebrity has "overturned". "Water Army" swipes bills, sells fakes and evades taxes … … Online celebrity’s economic turnover, which has been refreshed repeatedly, is bound up with all kinds of chaos that has never stopped. In the past two years, with the introduction of various management measures and the strengthening of tax supervision, a clear signal has emerged — —

　　 　The period when online celebrity’s economy ran like a runaway wild horse, such as live broadcast with goods, has passed in a hubbub. Online celebrity’s economy will have a long-term future only if it is standardized in development, developed in standardization and changed into a healthier growth mode.

　　Triumphant: Last year, the live broadcast market was nearly 2 trillion yuan.

　　 　“3、2、1！ Link! " "Buy it", these familiar slogans, were not "hot" more than two years ago. In Li Dian’s impression, he probably heard the names of Li Jiaqi and other head anchors in 2019, but he didn’t watch the live broadcast at that time. "At that time, I didn’t even know where to watch the live broadcast. After chatting with friends, I realized that Taobao actually had an App dedicated to watching the live broadcast." Li Dian recalled that after the outbreak of the COVID-19 epidemic in 2020, he spent less time going out and more time at home. Slowly, she started shopping with the head anchor.

　　 　Looking back at the development of e-commerce live broadcast, with the help of the influx of capital flows and the epidemic, the whole industry has made great strides in the past two or three years, and some media even used "rapid ripening" to describe the development of this industry.

　　 　"During the epidemic, many businesses were blocked from operating offline, and the inventory pressure was high. This sales method of live broadcast with goods has found a way out for shops with sales difficulties, and also meets the needs of consumers. With the active promotion of e-commerce platforms and shopping malls, live delivery has developed rapidly. " Pan Helin, member of the Information and Communication Economy Expert Committee of the Ministry of Industry and Information Technology and executive director of the Digital Economy Research Institute of Zhongnan University of Economics and Law, said.

　　 　According to the Research Report of China Live E-commerce Industry in 2021 released by iResearch, by the end of 2020, the number of live e-commerce users in China reached 388 million, accounting for nearly 40% of the total netizens, and nearly two-thirds of users made purchases after watching the live broadcast. According to the enterprise survey data, in 2020, the number of registered new live broadcast enterprises in China increased by 10 times compared with 2016. Online celebrity’s economy, such as e-commerce live broadcast, attracted a large number of practitioners to enter the market, and the number of MCN agencies engaged in online celebrity brokerage achieved a spurt growth from more than 150 in 2015 to more than 20,000 in 2020. The report pointed out that nearly 1,000 live broadcast rooms with sales exceeding 100 million yuan will be born in 2020, and it is estimated that the size of the live broadcast market will be close to 2 trillion yuan in 2021.

　　 　Online celebrity traffic anchor’s super liquidity has attracted many stars and entrepreneurs, trying to get a slice of it. Judging from the overall sales record, the live broadcast of "Fire Out of the Circle" not only makes many new domestic brands well known, but also opens up more sales for agricultural and sideline products, which also drives the rapid growth of online consumption. According to the latest data released by the National Bureau of Statistics, in 2021, the national online retail sales increased by 14.1% over the previous year, among which the online retail sales of physical goods increased by 12%, with an average growth rate of 13.4% in two years, which was significantly higher than that of offline consumption.

　　 　Undoubtedly, running all the way’s live broadcast with goods and other online celebrity economies have promoted the development of digital economy. "The live broadcast involves a wide range of goods, and the content display and affordable discounts of the live broadcast have stimulated the enthusiasm of consumers, contributed to the prosperity of China’s consumer market, and also played an important role in promoting the development of domestic goods." Pan and Lin said.

　　 　Zhao Ping, vice president of the Research Institute of China Council for the Promotion of International Trade, told the reporter that as an iterative mode of traditional e-commerce, live broadcast with goods has accelerated the high growth of online consumption, and online interaction and all-round display of goods have made it easier for consumers to understand and choose goods, which is conducive to expanding the scale of consumption, creating more consumption growth points and further exerting the pulling effect of consumption on economic growth.

　　Frequent chaos: exaggerating propaganda, selling fake goods, and "water army" brushing orders are endless.

　　 　Like any other industry that grows wildly, online celebrity’s cargo carrying industry is experiencing problems at the same time, just like a gorgeous robe covered with lice, behind which is a "chicken feather".

　　 　During the Double Eleven last year, Zhejiang Consumer Protection Committee conducted a consumer inspection on the live broadcasts of five platforms and 17 anchors from Taobao, Pinduoduo, JD.COM, Aauto Quicker and Tik Tok. It is found that five anchors, such as Timor Little Crazy and Yunyun Live Room, have some problems, such as exaggerating propaganda, using absolute advertising language and comparing prices with other live rooms. Knowing that the quality of anchor products such as YEATION and Rongwei No.7 (Xiao Xuan Ge) does not meet the standard; In Li Jiaqi and Baibai Rabbit Live Studio, 1 batch and 2 batches of commodity labels were found to be irregular.

　　 　This is just the tip of the iceberg. Previously, the anchor Simba received much attention because of the "fake bird’s nest" incident. In addition to him, there are many anchors selling fakes. From time to time, the products in the live broadcast rooms of anchors such as Viya and Li Jiaqi have exposed the quality problems, and consumers often encounter the phenomenon that anchors do nothing after sale and kick balls with merchants.

　　 　From the price point of view, Li Jiaqi, Viya and L ‘Oré al had a dispute over pricing during the Double Eleven last year. At that time, some consumers found that the price of products purchased in the live broadcast room in Li Jiaqi was higher than that in the L ‘Oré al store, and L ‘Oré al explained that it was due to the superposition of official cross-store coupons of Tmall. At that time, the public opinion was quickly divided into two waves. Some people thought that L ‘Oré al’s commitment to the maximum intensity of the whole year was not achieved, which was a sign of dishonesty; Some people think that it is unreasonable for the head anchor to demand the lowest price of the whole network by virtue of its near monopoly position. The term "the world has been suffering from live broadcast for a long time" immediately boarded the hot search. "If you don’t squat down the live broadcast rooms of these anchors, don’t you deserve to buy low prices?" Some netizens issued such a question.

　　 　Some small and medium-sized businesses don’t have much say in the face of well-known anchors, and the actual sales volume in the live broadcast room is not as good as expected after paying high pit fees. The "illusion" created by the "water army" and false transactions has made many small and medium-sized businesses "spend money to buy a loneliness". According to media reports, a company and a online celebrity anchor recently organized a live broadcast of poverty alleviation to help sell agricultural products. The transaction amount was about 450,000 yuan, but the actual sales amount was only 100,000 yuan, accounting for 78% of the total. Similar things are not uncommon. "On the one hand, the falsification of influence indicators such as the virtual high number of viewers and the water injection of sales data has formed an industrial chain. On the other hand, horizontal competition such as malicious brushing, fancy kicking, and false reporting has also polluted the live broadcast ecology. " As early as after the Double Eleven in 2020, China Consumers Association wrote in the report.

　　 　In Pan Helin’s view, there are many problems in the development of online celebrity live broadcast. For example, through the way of water army drainage, improperly gain traffic attention; False propaganda, wrong goods and poor after-sales service; Virtual standard pricing, merchants and anchors raise the price first and then give discounts. Consumers actually do not get benefits, but pay a lot of time costs; Pit fees and withdrawal make the channel cost rise, which is either borne by suppliers or passed on to consumers; Give up the lower limit for traffic, break through the boundary of content creation and so on.

　　 　"These behaviors have undermined the market economic order, affected the user experience and infringed on the rights and interests of consumers. In addition, with the emergence of Matthew effect and 28 phenomena in the live broadcast industry, anchors with head traffic have further raised the threshold for live broadcast, and the increased cost has put some pressure on merchants. " Pan Helin’s view is supported by figures: although the types of anchors are increasingly diversified, the Matthew effect of anchors with goods is prominent, and Li Jiaqi and other head anchors attract most of the traffic. According to the survey and calculation, the Top10′ s head anchor has a market share of nearly 55.75%.

　　 　Zhao Ping said that these problems have sounded the alarm for the development of China’s digital economy. Although the development prospect of digital economy is broad, anchors and enterprises should be upright and innovative, and jointly create a fair market order and a consumer-friendly consumption environment to promote the healthy development of digital economy.

　　Regulatory measures: multi-departments tighten the "reins" to make the industry develop healthily.

　　 　After Viya was punished for tax evasion, the tax authorities in Beijing, Shanghai, Guangdong and other places issued notices, requiring celebrity artists and network anchors to pay taxes by self-examination as soon as possible.

　　 　This is not the first time that the regulatory authorities have taken action. In the past two years, the management methods and professional norms of online marketing such as live broadcast and delivery have gradually landed. In November 2020, the General Administration of Market Supervision issued the Interim Provisions on Regulating Promotion Behavior, and then issued the Guiding Opinions on Strengthening the Supervision of Webcast Marketing Activities to strictly regulate the Webcast marketing behavior. On March 15, 2021, the General Administration of Market Supervision issued the Measures for the Supervision and Administration of Online Transactions, which restricts online transactions such as live broadcast from four aspects: online transaction operators, online trading platform operators, supervision and management, and legal responsibilities. In April, seven departments jointly issued the "Management Measures for Webcast Marketing (Trial)", which clarified the behavior red line for the practitioners of live broadcast marketing activities; In September, the Ministry of Culture and Tourism issued the "Administrative Measures for Network Performance Brokers", which included all the subjects of live broadcast activities in the scope of management. Undoubtedly, the regulatory authorities are tightening the "reins" of online celebrity’s economy, such as regulating live broadcasts.

　　 　When answering a reporter’s question about Viya’s tax evasion case, the Inspection Bureau of Hangzhou Taxation Bureau said that the platform economy is a new format of economic development, which has played a positive role in better meeting the needs of consumers, promoting the transformation of old and new kinetic energy, and promoting high-quality economic development. In the process of rapid development of platform economy, some network anchors’ illegal tax behaviors have disturbed the order of tax collection and management and destroyed the market environment of fair competition. The tax authorities will investigate and deal with the illegal tax acts of network anchors according to laws and regulations, which is conducive to the long-term standardized and healthy development of the platform economy. State Taxation Administration of The People’s Republic of China also expressed his firm support for the Hangzhou tax authorities to seriously deal with Viya’s tax evasion cases according to law. At the same time, tax authorities at all levels are required to strictly investigate and punish all kinds of tax evasion, resolutely safeguard the authority of the national tax law and promote social fairness and justice; It is required to conscientiously implement various preferential tax and fee policies, continuously optimize tax and fee services, and promote the standardization and development of new economy and new formats in development.

　　 　This statement made by the tax authorities reflects the consistent attitude of various regulatory authorities: We never deny the contribution of online celebrity anchor to promoting the development of platform economy and the contribution of platform economy to China’s economic and social development. However, whether it is the live broadcast industry or the platform economy, in order to develop healthily for a long time, we must bid farewell to chaos, standardize in development and develop in standardization.

　　 　Zhao Ping believes that in order for online celebrity to grow in a healthier way, it is necessary to bring the economy of online celebrity, such as live broadcasting with goods, into the legal development track, so that it can keep the legal bottom line while developing rapidly and conduct business and innovation activities legally and legally. It is necessary to strengthen the compliance supervision of online celebrity’s economic entities and related behaviors, starting from all aspects of online celebrity’s economic supply chain, from product production, online sales to after-sales service, to meet the requirements of product quality and safety law, advertising law, anti-unfair competition law, anti-monopoly law, consumer rights protection law and other relevant laws and regulations, so as to maintain fair competition market order and protect consumers’ legitimate rights and interests.

　　 　"Yes ‘ The problem of water army ’ , to find together, investigate together, can’t let consumers be ‘ False flow ’ Guide, so as not to undermine the fairness of market competition. Quality and after-sales issues require the relevant departments to strengthen supervision, and organizations such as the Consumers Association need to take action to help consumers protect their rights. In view of the pit parking fee and drawing, industry organizations should issue an initiative to limit the drawing ratio and not excessively increase the cost of merchants. In view of the problem of tax evasion, the tax authorities should crack down on this illegal act on the one hand, and build a normalized tax monitoring system on the other. For the marketing behavior dominated by traffic and abundant, the e-commerce platform should find it early and dispose of it in time through algorithms. The company where the live e-commerce is located should also do a good job in compliance education for the anchor with goods and constrain the anchor behavior. " Pan helin suggested.

　　 　Gao Baohua, a researcher at the Institute of International Trade and Economic Cooperation of the Ministry of Commerce, said that it is necessary to strengthen the key management and compliance inspection of head live broadcast rooms, head anchors and accounts, high-flow or high-turnover live broadcast activities, guide all kinds of subjects engaged in webcasting marketing activities, strengthen industry self-discipline, and build a standardized live broadcast supply chain system from multiple dimensions such as commodity supply, consumer rights protection and platform construction.

　　 　Pan and Lin bluntly said that whether the live e-commerce will ultimately benefit the society depends on two points: First, whether the live e-commerce promotes the circulation and consumption of goods. Second, whether the live e-commerce has reduced the cost of sales channels while maintaining compliance operations, so that both suppliers and consumers can benefit.

　　 　With the tightening of the "reins" of supervision, we expect that after the shock and adjustment, online celebrity’s cargo-carrying industry can really benefit more merchants and consumers and can go more steadily and for a long time.

　　 　(Reporter chenchen)

Original title: Where have all the leftovers in "The Life I yearn for" gone? Have they all been dumped? What a waste

"The Life I yearn for" received a lot of attention and praise when it was broadcast in the first season. In such a fast-paced life, the life in the mushroom house is very leisurely, and almost all the guests who went to be guests praised this life. Now, "The Life I yearn for" has been broadcast in the fourth season. In this latest season, the mushroom house has also welcomed many guests and friends.

Stills of "The Life I yearn for"

In addition to this laid-back, quiet and harmonious living atmosphere, what impressed everyone should be the dishes cooked by teacher Huang Lei. I have to say that the dishes cooked by teacher Huang Lei really feast your eyes on many viewers in front of the screen, and the saliva can’t stop. In the previous issue of the Water-sprinkling Festival, just in time for the local year of 2022, Mr. Huang Lei made a full-fledged Manchu-Chinese dish, which made Seven and Allen Timmy Xu all let go of their bellies, leaving their bodies behind. Indeed, who can control the temptation of this table?

Stills of "The Life I yearn for"

But what should I do if I can’t finish the rest of the dishes on such a big table? Dump it all? Wouldn’t that be a waste? For these leftovers, when everyone was clearing the table, Teacher Huang Lei said, "The salted duck eggs are kept, as well as ribs and fish." Later, Orfila also said, "The same dishes are put together." Later, Zifeng Zhang also covered these dishes with plastic wrap and put them in the refrigerator. It seems that these dishes will still be eaten later.

Huang Lei said that the remaining duck eggs were kept.

In this way, waste is avoided. Although they are stars, they are also doing programs, but they are also very frugal. Like ordinary people, they also have a touch of family temperament and are more warm.

"Life I yearn for" photo

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