How to move towards standardization after the uproar of online celebrity in running all the way

  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)

2023 FISU Football World Cup: Beijing Normal University won the women’s football championship.

On October 31st, in the women’s final of the 2023 FISU Football World Cup held in Jinjiang, Fujian, China’s Beijing Normal University team beat Brazil’s paulista University team by a total score of 7-6 in a penalty shootout and won the championship.

↑ The starting players of Beijing Normal University team took a group photo before the game.

↑ Beijing Normal University team players celebrate the championship.

Zhou Xinyu, a women’s football player from Beijing Normal University, celebrated the goal.

Zhou Xinyu (right), a player of Beijing Normal University team, shot in the game.

Zou Mengyao (left), a player from Beijing Normal University, competes with Diovanna, a female football player from paulista University.

Photography: Lai Jincai

Source: Xinhua News Agency

Literature | Toona sinensis in spring

Toona sinensis is a kind of tree with strong vitality.

In early spring, when the wind is still hard and the sky is still cold, and other trees are still ignorant, Toona sinensis sprouts. Little red buds took the lead in sticking their heads out of the branches and timidly looked out. Hey, isn’t there a little green? Everyone is still immersed in the atmosphere of winter. I want to sprout quickly, and I can’t let other trees get ahead of me.

The next day, the buds of Toona sinensis were much bigger than the day before. On the third day, the small bud bud became several stretched leaves. The spring breeze blew, and the buds seemed to be blown away. In a blink of an eye, the whole tree was covered with fragrant and tender buds. Against the gray sky in early spring, the small buds are particularly eye-catching on the bare branches.

Nodding from the bud of Toona sinensis, the owner will look at it every day and think about the right day to break up every day. When the buds of Toona sinensis grow to a length, that is, the thumb and forefinger are stretched out so long, it is necessary to twist off the branches with long rods with hooks. There are new buds on the branches. Break off the buds of Toona sinensis from the branches and put them in the basket. The first stubble of Toona sinensis did not break much, because there were few buds.

Toona sinensis, the first crop, is also the most expensive, and its taste and fragrance are top grade, so the price is naturally extremely high. Toona sinensis buds cost one price a day, and the second crop of Toona sinensis is much cheaper. I remember that in the past, we didn’t eat the first crop of Toona sinensis, so we couldn’t afford it. It was very good to buy the second crop of Toona sinensis. It’s not like now. You can buy any stubble of Toona sinensis if you want.

Therefore, it is necessary to break the buds of Toona sinensis from the tree before it is too late, just like Zhang Ailing said, "Be famous before it is too early." Toona sinensis bud is a kind of leaf that takes the youth route. The younger it is, the more valuable it is, and so is leek. Toona sinensis became less and less valuable in the future. In the end, it was mixed in the green of poplar, French phoenix tree and locust tree, and became an ordinary neglected leaf.

Every spring, the Chinese Toona trees at the head of my building will be torn apart by long poles with hooks, almost bald, and their branches will be unscrewed to break off buds and abandoned on the ground, with different lengths and scattered all over the floor. I even thought that these trees were finished and life was coming to an end. However, after a few days, new buds began to sprout from other places, and they disappeared for a few days, and the trees were full of green. Toona sinensis is tossed once or twice every year, and then it comes back to life. It has tenacious vitality.

Yan Shu’s "Toon" said: "The trees in southern Chu are full of charm. Why use it for eight thousand years, Teng Ling is stunned by the bacteria. " The charm of Toona sinensis can be seen.

There are many ways to eat Toona sinensis, such as braising Toona sinensis in oil, scrambled eggs, and pickling into Toona sinensis sprouts, so enjoy your cooking. Most people eat the first crop of Toona sinensis, but few people care about the second crop, and it is no longer the poverty it used to be.

Although Toona sinensis has been eaten every year and eaten so many flavors, it was only at that time that the taste was amazing and then it was forgotten. Many years later, when I think of Toona sinensis, I was still in my grandmother’s yard when I was a child. In front of me was a big pot brought by my grandmother. I opened the steaming pot cover, and there was a pot of cooked Toona sinensis leaves in the pot. At this time, they can no longer be called Toona sinensis buds. They are mature leaves with thick joints and thick leaves, which are the last leaves that have been picked many times. These old leaves are cooked and salted to make pickles. Childhood is so poor that children don’t have any snacks to eat, so poor that they have to eat mature Toona sinensis leaves to make up for the lack of food.

Grandma took out a leaf from the pot, blew it on her mouth, and handed it to me if it was not too hot. I took it and put it in my mouth, and the skin on the pole was delicious, so I chewed it off bit by bit. The cooked leaves of Toona sinensis have a unique taste, without the delicacy of Toona sinensis buds, but with chewing heads. I have a handful of leaves in my left hand, my right hand is at my mouth, and my grandmother looks at me with a smile. She must feel that she has finally found something to eat for her nephew. Grandma is very happy.

Time has passed, the past has gone, and grandma’s smiling face is just fixed in the yard of that spring.

(The author is a member of the Writers Association of Zibo City, Shandong Province)


Starting the real estate debt basket and accurately serving the real estate financing needs Zheshang Bank increased its support for real estate.

Chao News Client Reporter Wu Enhui
Recently, the State Financial Supervision and Administration said that real estate is closely related to the lives of the broad masses of the people, and the financial industry is duty-bound and must be strongly supported. On January 26th, the General Administration of Financial Supervision held a meeting to deploy and promote the implementation of the coordination mechanism of urban real estate financing. The meeting stressed that it is necessary to thoroughly implement the spirit of the Central Financial Work Conference, accelerate the implementation of the coordination mechanism for urban real estate financing, more accurately support the reasonable financing needs of real estate projects, and promote the stable and healthy development of the real estate market.
Zheshang Bank actively responded to the national policy call, implemented the relevant requirements of the General Administration of Financial Supervision, took the lead in the interbank market, officially launched the real estate debt basket on January 25, 2024, and independently underwritten and issued the first asset-backed debt financing tool for real estate enterprises.
Through a series of innovative measures, the bank’s real estate bonds provide market liquidity, accurately support real estate enterprises, boost the market confidence of real estate enterprises and help their financing needs while meeting the trading needs of investment institutions.
Initial real estate corporate bond basket
Bond basket is an innovative product launched by China Foreign Exchange Trading Center for institutional investors. Market institutions can achieve strategic trading or index tracking by trading a basket of bond portfolios, aiming at enriching market-making means and improving trading efficiency.
The real estate bond basket (basket code: BBX026002) launched by Zheshang Bank this time has a trading unit of 30 million yuan, and the portfolio includes three real estate corporate bonds, each of which is 10 million yuan. All of them select high-quality real estate bonds with a remaining maturity of less than 5 years, which have both allocation value and market liquidity. The bonds in the portfolio will be adjusted according to the actual market situation.
According to reports, this basket is the only one in the whole market that provides bilateral quotations for real estate bonds. Zheshang Bank prefers real estate corporate bonds to provide effective click quotations for market investment institutions to help realize the batch trading of real estate bonds.
The relevant person in charge of the fund operation center of Zheshang Bank said that the launch of this basket is a brand-new attempt of Zheshang Bank in the financial services real estate industry, and it has also fulfilled the obligations of market makers and has been widely supported by market institutions. On the first day of the listing of this basket, banks, brokers, funds and other institutions actively inquired about this basket, and on the same day, funds clicked on the quotation to realize the first landing transaction.
Independently underwriting asset-backed debt financing instruments of real estate enterprises.
While launching the real estate debt basket, Zheshang Bank also innovatively launched the asset-backed debt financing tool for real estate enterprises.
On January 25th, Zheshang Bank independently underwritten and issued the asset-backed debt financing instrument (CB) of Huayuan Real Estate Co., Ltd., with a total scale of 290 million yuan and a term of 2 years.
As one of the earliest listed real estate enterprises engaged in real estate development in China, Huayuan Real Estate takes Beijing as the core and radiates Beijing-Tianjin-Hebei, western China, central China and southern China. While doing the main business of excellent residential development, enterprises are constantly forging ahead, actively seeking change and testing new development models and industrial formats.
The asset-backed debt financing tool issued this time, with its unique asset guarantee model, has revitalized the assets of enterprises in Beijing, Changsha and Guangzhou and realized the effective dispersion of risks. All the funds raised are used for the construction of residential real estate projects, which plays a key role in completing the task of "guaranteeing the delivery of buildings". At the same time, it optimizes the capital structure of the enterprise and lays a solid foundation for the sustainable development and strategic transformation of the enterprise.
The relevant person in charge of Huayuan Real Estate Finance Department said that Zheshang Bank fully recognized the enterprise transformation and development strategy, accurately supported the financing needs of the enterprise at this stage, and with the professional financial team and rich industry experience, this innovative financing tool was tailored for the enterprise. With the joint efforts of all parties, it was successfully launched, demonstrating the professional level of the bank in financial innovation and service.
It is worth mentioning that this business is the innovative practice of Zheshang Bank to accurately support real estate enterprises through the investment banking toolbox, and it is the first asset-backed debt financing tool for real estate enterprises in China, which is expected to provide new financing ideas for the real estate industry.
It is understood that Zheshang Bank will continue to give full play to its professional advantages, actively respond to the call of the state, make good use of the policy toolbox, provide enterprises with more diversified and personalized financing services, more accurately support the reasonable financing needs of real estate enterprises, and further improve the liquidity of real estate bonds, promote the accurate docking between real estate enterprises and financial institutions, and contribute financial strength to the stable development and transformation of the real estate industry.
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Have you done all your daily exercises correctly? Poke in and have a look

To maintain a healthy weight

Don’t want to carve (koo) meaning (negative) festival (beauty) food.

There is only one trick, that is-regular exercise.

The benefits of regular exercise

Reduce weight and reduce fat accumulation;

Improve blood sugar and blood lipid, and increase cardiopulmonary function;

Reduce the incidence of coronary heart disease, stroke and other diseases;

Improve bone mineral density and prevent falls and injuries;

Maintain or increase the range of joint physiological activities;

Exercise can also bring more energy and make people full of confidence;


Life lies in movement

But sports should also pay attention to science.

Follow the 16-character principle of sports

Exercise is beneficial. Breaking the state of "sitting still and moving less", a person’s life, work, travel and fitness activities can consume physical strength. Climbing several flights of stairs and walking for ten minutes will add up to good health.

It’s about persistence. Only by developing the habit of more activities and regular exercise can health benefit for a long time.

Moderate strength. You can’t eat hot tofu if you are impatient. Exercise should adhere to the principle of moderation. Personal physique is different, the same speed, some people are struggling, some people are too slow; Find the right intensity and amount of activity, and exercise will be safer and more effective.

It is better to move more. Moderate exercise can protect health and reduce the risk of many chronic diseases.

Flexible choice of various sports forms

There are many forms of exercise:

(Click on the picture to enlarge)

For healthy adults, it is recommended that:

Aerobic exercise every day.

Resistance exercise 2~3 times a week.

Flexibility exercises are done at any time.

To achieve the appropriate recommended amount of exercise

At least 3-5 days a week, 30min minutes of moderate-intensity aerobic exercise every day;

2-3 days a week, do 8-10 different kinds of strength exercises every day (repeat each action no more than 5 times at the beginning, and gradually increase it to 10 times in two weeks).

Pay attention to the intensity of exercise

Different physical fitness can bear different exercise loads. Three methods for measuring exercise intensity are recommended:

Talk test method

Low intensity exercise. Be able to sing while doing sports.

Moderate intensity exercise. Be able to talk comfortably while exercising.

High intensity exercise. You can’t talk because you are short of breath during exercise.

Target heart rate test method (maximum heart rate =220- age)

Moderate intensity exercise. When the target heart rate is 50~70% of the maximum heart rate

High intensity exercise. When the target heart rate is 70~85% of the maximum heart rate

For example ↓↓↓↓

A man of 50 years old

Its maximum heart rate is



That is, when the target heart rate is 85~119

It belongs to moderate intensity exercise.


That is, when the target heart rate is 119~145

Belongs to high-intensity exercise.

Self-feeling test method

As far as possible, it should include three stages

A complete set of movements should include three stages as far as possible.


warm up

Warm-up exercise includes flexibility and strength strengthening exercise. At this stage, the exercise intensity is slowly and gradually increased.

For patients with severe exercise restrictions, warm-up exercise is the best exercise choice.

The familiar radio exercise is a very good warm-up exercise.


Endurance exercise (aerobic exercise)

Gardening, weeding and housework are all good endurance sports.

Please remember that every endurance exercise should last for more than 10min minutes before you can get the effect of exercise.


Relax and tidy up exercise

After finishing endurance exercise, do a short relaxation exercise for 5-10 minutes.

So, know how to exercise?

Then put down the phone.

Brushing bowls is also a physical activity.

Source: Guangdong CDC

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Source: National Healthy Lifestyle Action