Mazda EZ-6 price exposure: B-class new energy vehicle market disruptor turned out?

Recently, some netizens posted a Changan Mazda EZ-6 purchase invoice, showing that the purchased model is an EZ-6 pure electric BEV model, priced at 221,800 yuan. This information has triggered widespread discussion, and many people believe that as Changan Mazda’s first new energy product, especially as the only model in the joint venture B-class sedan market that provides range-extending power, this price is mostly true. And the arrival of this car may make no small waves in the market.

Judging from the pictures released, the invoice date for this car purchase is August 16, which is more than a month earlier than the pre-sale time. Normally, when a new car is launched, the car company has a complete time advancement process. For a joint venture car company like Changma, it is not surprising that both China and Japan need to make joint decisions and agree on the price 2 months in advance. In addition, although the invoice code and other sensitive information are coded, from the information of the invoicing party and the invoice seal of Changan Mazda Automobile Co., Ltd., this invoice does not look fake and is likely to be internally leaked. Therefore, the invoice itself is highly reliable and most likely reflects the true selling price of the EZ-6.

In fact, since the EZ-6 made its debut at the 2024 Beijing Auto Show, it has quickly become the hottest car in the joint venture new energy field. The reason why it has attracted widespread attention both inside and outside the industry is that its design stands at the forefront of the joint venture new energy field, and on the other hand, the EZ-6 is the only model in the joint venture B-class car market that provides range extension power options, making up for the gap in the joint venture new energy in the range extension field.

In terms of body size, the length, width and height of the EZ-6 are 4921/1890/1485mm respectively, the wheelbase is 2895mm, and it adopts a frameless door and hatchback design. Although the shape is more new and energy-oriented, the through-type tail lights, four round gun downlights on both sides, can still see the shadow of Mazda’s classic design elements. In terms of power, according to the information currently exposed, the EZ-6 has two forms: pure electric and extended range, and adopts a rear-drive layout. The power parameters of the pure electric version are 190kW, while the extended range version uses the same 1.5-liter range extender, and the power parameters are exactly the same. In terms of battery life, according to the capacity of the battery pack, the cruising range of pure electric models is 480km and 600km respectively; a single charge and a tank of fuel for an extended range vehicle can achieve a long range of over 1300km.

In terms of smart configuration, the EZ-6 can be said to have everything. It is equipped with Qualcomm Snapdragon third-generation 8155 chip, 14.6-inch floating center control screen with full LCD instrument panel and AR-HUD head-up display system. In addition, this car also supports 180-degree panoramic chassis, adaptive cruise control, lane keeping assistance and automatic parking functions. Even more surprising is that the EZ-6 also has luxury features such as rare Sony audio, 64-color ambient lights and zero-gravity seats.

If you look at the price comparison between the product and other models, the price of the EZ-6 is very reasonable. From the known information alone, the EZ-6 has already dumped a large part of the joint venture in terms of configuration. As a joint venture pure electric B-class car, compared with the same level of Tesla, the price of about 300,000, and the starting price of Volkswagen ID7 of 227,700 yuan, the EZ-6 pure electric version is only 221,800 yuan, which is quite competitive.

According to Mazda’s previous pricing strategy, it is expected that the final market price of the EZ-6 will fall between 18-240,000 yuan. If the pre-sale stage brings some preferential policies, then the existing joint venture new energy models on the market will face a lot of pressure. It is reported that the EZ-6 will start pre-sale on September 28 and officially go on sale at the end of October. Everything is waiting for the answer to be revealed.

This is certainly exciting news for potential owners and car enthusiasts. What do you think of the pricing and product configuration of Changan Mazda EZ-6? Feel free to share your thoughts in the comment section.

How many car logos does Toyota have? Knowing more than 8 is a car god

When many car fans start to understand their models, they can’t help but wonder why many of their models have their own car logos? Indeed, the vast majority of car companies will make their models use a unified car logo to build brand perception, but at this point they are unique!

In fact, nearly 70% of the models in Japan have independently designed logos. The reason is that they place a high degree of emphasis on their own image, so they are willing to spend a lot of effort to design logos that match the models one by one. Without further ado, let’s take a look at the various car logos.

Bullhead car logo

The "bull’s head logo" is the most well-known car logo composed of three ellipses and containing the word Toyota in the logo, and it is also the most widely used car logo under its umbrella. In addition, some people think that the predecessor is a textile factory, so this logo is an abstract design about needle and thread to pay tribute to the predecessor of the company.

Alphabet logo

Some of its hard-core and will use the "TOYOTA" letter logo, such as, Tacoma,, and other models use this logo. They reflect the hard-core temperament of the model through relatively thick and simple car logos!

Phoenix logo

The Phoenix logo is a special car logo, known as "Japan", it is absolute, and it is also a top-level model developed to commemorate the 100th anniversary of the birth of founder Saki. It is worth mentioning that it has always been a royal model in Japan, and its logo is a dazzling golden phoenix. The pattern is hand-carved, and the sense of dignity cannot be added!

(The car: GRMN)

X car logo

The X logo is the exclusive logo of the Japanese version of the car, because the name of the Japanese version is MarkX, and the X logo is tailor-made for it. Such a logo design can reflect the avant-garde and sporty attributes of the model. Many car owners in China have replaced the bull’s head logo of their models with the X logo, and they feel that this logo is more in line with the tone.

Car logo

As the darling of this model, it has always used an exclusive car logo to reflect the distinguished attributes of the model! And the car logo has undergone many evolutions over the past 60 years. The editor believes that the first generation of car logos in 1955 can better reflect the sense of dignity and luxury of the model!

N-shaped car logo

The N logo is the exclusive logo of the NOAH model. Domestic fans may be unfamiliar with this model, but it has a huge sales volume in the Japanese market, so it is very common in Japan.

Car logo

As a high-end model under its umbrella, it naturally also has its own car logo. Its car logo uses abstract alpha letters inlaid in the shield frame, and this car logo is large in size and highly recognizable! And the model has been favored by many business owners and film and television stars, and it needs to increase prices in China for a long time.

Scion logo

Scion is a sub-brand launched in North America that focuses on the young and sports market. The main models of the Scion brand include xA, xB, tC, FR-S, and xD, which are particularly youthful and fashionable.

C logo

The C logo actually belongs to the dual-engine version, and there are also some specific logos of sundial extended models, which reflect the youth and personality of the model. Interestingly, the logos of its brands are somewhat similar to it.

Fielder logo

The Fielder logo is a personalized logo for the Fielder Travel Edition and some niche models. The design of this logo is very simple.

Lightning logo

This car logo is generally called a lightning logo because it resembles a lightning bolt. Old models and sundial models use this personalized car logo.

Eagle logo

The Flying Eagle logo is the exclusive logo of its Harrier model. This model has received a good response in overseas markets. It is positioned between and. It has been confirmed that the new Harrier will be introduced to China, but it is likely that it will be replaced with a bull head logo by then.

Blue Electric E5 PLUS: The Leapfrog Choice of 100,000-Class Plug-in SUV

The domestic automobile market has developed for so many years, and has given birth to many excellent models. After layers of screening, the models suitable for household use are still urban SUVs. The larger space and stronger passability make it the best choice for many people. The plug-in hybrid urban SUV has the characteristics of saving money and convenience, and is undoubtedly a qualified hexagonal fighter.

On September 27, the pre-sale officially opened, and the new car aimed at the above-mentioned market, positioning the super urban electric hybrid SUV, the pre-sale price is 109,800 yuan, 119,800 yuan, and you can also enjoy the pre-sale rights of 2,000 yuan to 10,000 yuan.

In comparison, the appearance of the blue electric E5 PLUS is obviously more avant-garde and dynamic, and even more beautiful than some models with similar positioning but higher prices. The front face of the new car adopts a semi-closed design, the upper part is completely closed, and the lower bumper position has an opening for air intake and heat dissipation of the power system.

The center of gravity of the whole car looks very low, and the headlights on both sides are connected by a through belt, which looks highly recognizable. At the same time, there are responsive grooves and curve processing next to the headlights on both sides, and the design integration is very high, which can give people a good sense of high-end. At the same time, there are also many raised lines on the hood, which are sharp and soft, and show their unique personality.

The side of the car body is still simple and smooth, extending from the front face to the side of the car. The closed window frame is decorated with chrome strips, and the 19-inch star wheel hub reflects the minimalist design beauty of the whole car. The appearance is very high.

The length, width and height of the new car are 4760/1865/1710mm, and the wheelbase is 2785mm. It is positioned as a medium-sized SUV, and it adopts a 5-seat/7-seat layout, which is also a distinct advantage of this car. It has enough space and 7 seats are optional, so that the whole family can travel for three generations. At the same time, it is actually a dislocation competition. With the price of a compact SUV, you can get a medium-sized SUV, which is very cost-effective.

The design style of the interior is biased towards simple household use. Whether it is the entire layout or the color matching, it can make people feel very warm. Two natural interior colors, walnut brown and obsidian black, are used to inject color vitality into the space.

The interior and center console are wrapped in a large area of soft materials and leather, and the instrument panel is wrapped in 3D-Mesh.Fine workmanship and soft feel can bring a sense of luxury beyond this price and positioning.

The blue electric E5 PLUS adopts a new design of the pocket block, retaining the physical key to adapt to more people’s usage habits, which is really to be praised. The center console space vacated by the pocket block is equipped with 50W wireless and 66W wired dual fast charging.

It is worth mentioning that the new car is also equipped with the same level of top large screen, of which 15.6 inches of full high definition suspension central control screen, 7H hardness comparable to high-end mobile phone screen, but also equipped with HUAWEI HiCar4.0 smart cockpit, integration desktop can bring better experience, far more than 100,000 yuan level car experience.

The overall interaction between the car and the machine is very silky, the interpersonal communication experience is excellent, the millisecond-level response and there is no frame drop card. The various UI operations and small animations are also very detailed, and the whole look is very attentive.

In terms of riding, the new car adopts a "big five seats, enjoy seven seats" seat layout, with a variety of space combinations to meet the needs of different family travel scenarios such as families of three and three generations. At the same time, it is also equipped with a very soft and comfortable soufflé seat and the only FSD suspension adaptive adjustment system in the same class, which is very comfortable both driving and riding.

In terms of power, the new car has also been upgraded, equipped with the DE-i super electric hybrid system of Cyrus power, 1.5L high-efficiency engine + DHT330 electric drive peak power 160kW, peak torque 330N · m, which can provide a golden power combination for the blue electric E5 PLUS, zero hundred acceleration 7.8s. At the same time, the new car also has CLTC 165km pure electric battery life and CLTC 1300km comprehensive battery life, urban short-distance travel electricity, high-speed long-distance oil, very practical.

Blue Power E5 PLUS also adopts the Cyrus quality management system, relying on ICT thinking, and realizes the visualization of the electrification function inspection of new energy vehicles through the digital quality inspection system of new energy intelligent vehicles with the most testing items, the strictest standards, and the most advanced equipment.

And finally:

It is hard to imagine that a 100,000-level model can have such a strong strength, whether it is appearance, interior, intelligence or power, quality, etc., Blue Electric E5 PLUS has really achieved a leap, so can it successfully detonate the market? Let us wait and see.

Edison Chen, who was once deeply involved in "pornographic photography", what was his growth experience?

However, Edison Chen’s life did not stay in the comfortable American life forever. When he was a teenager, his parents decided to return to Hong Kong. This decision completely changed the course of his life. In Hong Kong, a place where Eastern and Western cultures blend, his talents were fully developed and displayed, and he began to become popular in the music and film industries.

His talent, combined with his perseverance and determination, made him quickly emerge in the entertainment industry. His singing was loud and emotional, and his acting was natural and engaging. His name began to appear on TV screens and radio stations, and his face began to appear on magazine covers and posters. He quickly became a teenage idol in Hong Kong, and his name began to move out of Hong Kong and into the bigger world.

Despite Edison Chen’s growing fame, his life did not get any simpler. Instead, he found himself trapped in the celebrity trap, with his every move under public scrutiny. This made him think about the impact of his identity and fame on him, and he began to reflect more deeply on himself and his life.

And deep down, he knew his journey was just beginning. He had more challenges ahead of him, more life experiences to explore and understand. His story went on, his life went on, his growth went on. And yet, he didn’t know it was going to take him in a direction he couldn’t have predicted, a direction that would push him to the center of the world.

Edison Chan’s early life and upbringing undoubtedly shaped his artistic path, but it did not foreshadow the joys and sorrows that would follow. His name began to make a splash in Hong Kong’s entertainment industry, and his music and film works were warmly received. But as his fame grew, he also began to face unprecedented pressure.

His youthful energy, his talent, and his personality all made him unique in the entertainment industry. His songs were fascinating, and his acting was eye-catching. His charisma and impeccable artistic talent quickly brought him to fame, and his name began to spread from Hong Kong to Asia and even the world.

However, these successes did not make his life easy. On the contrary, his life began to be closely watched by the public and the media. His private life became no longer private, and his every action and decision became the focus of media hype and public debate. He found that he had lost much of the freedom and privacy he once enjoyed.

In addition, he began to feel confused about his identity. Was he the American Edison Chan, a young man with a deep love for art, or the Hong Kong Edison Chan, a high-profile star? He was puzzled by this question, and he began to think more deeply about his identity and purpose.

Despite his growing fame in the entertainment industry, Edison Chen was not content with the status quo. He knew that he had to keep improving and learning in order to survive in this highly competitive industry. He began to look for new challenges, new opportunities, to showcase his talent and innovative spirit.

However, just as his career was at its height, his life was shattered by a scandal that not only threatened his career, but also left him questioning his identity and worth. Edison Chen’s life was turned upside down as a result. He was thrust into the center of the storm and his life entered a whole new phase.

Just as Edison Chan’s career was in full swing and his popularity was bursting, an unexpected storm swept through his life. In 2008, a scandal called "Pornography" instantly propelled him to the forefront of public trends. The scandal involved private photos of him and several famous Hong Kong actresses that were illegally leaked online. The scandal had a huge impact not only on Chen Edison’s career, but also on his personal life.

Since the scandal erupted, Edison Chen has become cannon fodder for the media and the public. His name has been almost everywhere, from headlines to TV talk shows to social media trending topics. There has been fierce condemnation and criticism of him, and his image has been instantly transformed from a popular star to a sinner in the public eye.

During this time of confusion and pain, Edison Chen chose to leave the public eye. He announced his temporary retirement from the entertainment industry and began a two-year journey of self-reflection and spiritual search. During this time, he reflected on his actions, took responsibility for his mistakes, and tried to find a way to make up for his mistakes.

After going through such tribulations and setbacks, Edison Chen embarked on his road of reconstruction. He knew that he could not change the past, but he could control his future. He began to work hard to reinvent his image and find his new role in the entertainment industry. He tried to win back the public’s trust and support by publicly apologizing, admitting his mistakes and expressing his remorse.

In the process, he did not forget his love of art. He began to gradually return to music and film, using his works to express his feelings and thoughts. His works are filled with his understanding of life, insight into human nature, and his hope for the future. His artistic creation became an important way for him to come out of the shadows and start again.

Edison Chen weathered a storm and gradually emerged from it, but he did not stop moving forward. Faced with the criticism of public opinion and the pressure of life, he chose to continue his artistic creation and seek a new direction in life and career. He is no longer the Edison Chen that people know. He has become more real, more tenacious, and more profound.

Edison Chen turned his own pain and frustration into creative power, expressing his understanding of life and hope for the future through music and film. His works are more deeply rooted, his music is more emotional, and his film performances are more powerful. His artistic expression has been widely praised, and his creative talent has been recognized again.

Not only that, but he also began to try new challenges. He founded his own fashion brand "Clot" and found a new stage in the fashion industry. His design philosophy combines elements of Eastern and Western cultures, showing his unique aesthetic and personality. His brand has been warmly welcomed around the world, and he has once again proved that he cannot be defined and trapped.

In addition, he also began to be active in social welfare causes. He threw himself into environmental protection activities, advocated environmental protection concepts, and influenced more people to pay attention to environmental issues through his influence. He also began to participate in charitable activities, donating money to students and helping those in need. His actions won the respect and praise of the public.

In the process, Edison Chen found his identity again. He is no longer the Edison Chen who has been plagued by scandal. He is an artist, a creator, a deep thinker, and a person who has the courage to accept challenges and take his own path.

From the teenage teenager to the scandal-plagued star to the current artist and philanthropist, Edison Chen’s life is a unique biography, full of setbacks and successes, pain and joy. His story is a true story, a story of growth, challenge and rebirth. As Edison Chen himself said, "My story is not over yet, I am still writing it."

Edison Chan’s life experiences provide a thoughtful perspective on how public figures face and deal with difficulties and setbacks, stay authentic, and find their place in life’s various stages. His story is a true and profound life journey, full of deep human insight and life wisdom.

Edison Chan’s story teaches us that we can’t let failure define our lives, but we should learn from it and grow from it. No matter how much challenges life throws at us, no matter where we are in life, we should stay true to ourselves and pursue our dreams. This love of life, this courage to face challenges, and this obsession with self-pursuit are the most infectious parts of Edison Chan’s story.

Edison Chan’s life experience also provides us with a new perspective on understanding public figures. His story reveals how public figures deal with and balance their private lives and careers, how they deal with and cope with scandals and pressures, and how they find their way through difficulties and setbacks in the public eye. This is a very valuable story for us to understand public figures, celebrities and ourselves.

Overall, Edison Chan’s story is a soulful, true, and challenging biography. His life story is for us a story of wisdom, revelation, and deep human insight. His story encourages us to embrace and challenge life, to pursue our dreams, and to become who we are. Because, as Edison Chan himself said, "My story is not over, I’m still writing it."

Deconstructing the logic of e-commerce live broadcast industry with a long word

Editor’s Note: This article comes from WeChat WeChat official account’s "Blue Whale Muddy Water" (ID:hunwatermedia), which was published by 36Kr with authorization.

Interview and Writing | Gemee

Content Master Plan | Guo Nan

Live, live, live ……

In 2020, live broadcast seems to be a universal antidote to solve the problem of traffic growth and realization, especially under the impact of the epidemic, all walks of life are generally online or e-commerce.

We have seen more new forms of content consumption, such as Cloud Watch Exhibition, Cloud Music Festival and Yunbengdi. On the other hand, e-commerce live broadcast with fire by Taobao has also ushered in new growth, and content platforms including Aauto Quicker and Tik Tok have gradually increased the realization mode of live broadcast with goods.

After the e-commerce platform with stronger supply chain capability, transaction guarantee and performance ability has occupied a dominant position, live selling has actually solidified into an important shipping channel for the retail industry. After the market cultivation is completed, the fundamentals of both supply and demand sides are stable.

On April 1st, 2020, Luo Yonghao completed his first live broadcast with goods in Tik Tok, and the controversy naturally existed. However, for Luo Yonghao, if more Weibo can be marketed, the high-profile benefits naturally outweigh the hardships.

Sell former friends’ mobile phones, bow down and apologize to the brand, and try razors with goods. ……

No matter how the outside world looks at it, the middle-aged online celebrity’s "re-starting a business" is obviously smoother than before, and he must have more confidence to pay off his debts.

On the same night of Lao Luo’s live broadcast, Viya sold a rocket with a price of 40 million yuan in the Taobao live broadcast room, and Simba’s apprentice "Dan Dan Xiao Pen You" sold a total of 2.78 million items in Aauto Quicker live broadcast, with a total transaction amount exceeding 480 million yuan.

Zhu Guangquan, the host of CCTV, and Li Jiaqi, the anchor of Taobao, partnered with "Xiao Zhu Pei Qi" to bring more than 40 million yuan to Hubei public welfare.

The head anchor is in the limelight, and there are naturally more and more businesses, anchors and MCN institutions that yearn to bring millions of goods once.

Zhaopin’s "Talent Report of Live Broadcasting Industry in Spring 2020" shows that the recruitment demand of live broadcasting industry increased by 132% year-on-year after the Spring Festival. The average monthly salary of Taobao live talent reached 9845 yuan.

In the economic era of online celebrity, e-commerce is an important way to realize cash. It is a natural thing to do some business with influence:

In the general trend, live broadcast will become the standard of e-commerce platform, and content platform will be the standard of e-commerce. 

After the "live broadcast fever" faded and the bottleneck of e-commerce growth, the e-commerce platform tried to drive traffic and revenue growth through live broadcast. This is a change from "live broadcast yearning for e-commerce" to "e-commerce yearning for live broadcast".

The problem is that e-commerce is a typical re-investment model, and the industrial chain involved is far more complicated than opening a Taobao store. Where will this platform and MCN continue to increase the live broadcast competition?

This paper will discuss the following issues:

"Either time for traffic or money for traffic."

An e-commerce anchor once introduced his own experience in this way. The platform allocated traffic to the live broadcast room, which can easily open the difference between the viewing volume and sales of the same anchor by ten times.

Pure e-commerce live broadcast actually lacks a fan base, and the traffic distribution on the platform side has a great influence, so online celebrity with its own traffic becomes a natural choice. Deepening cooperation with merchants and brands has also become another value export that MCN has found after content marketing.

Back to the live broadcast room, the core competitiveness of the anchor comes from two aspects, one is that the price is favorable enough, and the other is the professionalism of product selection and promotion.

Among them, the price comparison is dominant and the product selection is invisible. The former is directly related to the instant conversion rate of the live broadcast room, while the latter affects the consumer evaluation, repurchase and even the return rate.

According to the Online Survey Report on Consumer Satisfaction of Live E-commerce Shopping released by China Consumers Association on March 31st, the top four reasons why watching live broadcast turned into shopping were high cost performance (60.1%), favorite products (56.0%), price concessions (53.9%) and limited time concessions (43.8%).

Generally speaking, the main reason to attract consumers to decide to shop is the cost performance and price concessions of the goods themselves.

Among them, 37.3% of the consumers interviewed have encountered consumption problems in live shopping, and consumers’ false propaganda and concerns about the source of goods are relatively prominent.

E-commerce live broadcast is still a form of social promotion, and each live broadcast room can be regarded as a small promotion festival.

The common problems of e-commerce and promotion will also appear intensively on e-commerce live broadcast, such as high return rate and after-sales problems.

Wei Zhe, founder of Jiayu Fund and former president of Alibaba B2B, once said that taking clothing as an example, the return rate of clothing in traditional stores will not exceed 3%, but the return rate of e-commerce is as high as 30%. The return rate of this kind of shopping festival in double 11, and the return rate of live broadcast goods in Li Jiaqi and Viya are far greater than this ratio.

Promotion is actually a kind of centralized shipment. The so-called concentration lies in the concentration of different elements such as time, channel, category, brand and form, which is particularly obvious in Taobao live broadcast:

With the "Matthew effect" in the field of e-commerce live broadcast becoming more and more obvious, the channel value is constantly increasing, and the bargaining power of anchors has also changed. The anchors not only attract users with the "lowest price in the whole network", but also divide the hierarchy by pit fees and commission rates.

There are also some hidden worries about the direct users of consumer goods. For consumers, shopping is the content of life; For merchants, selling goods is a commercial activity; What consumers need is high quality and affordable, and businesses pay more attention to the efficiency of selling goods.

In this scenario, the demands of the two parties have come to a "hard landing" contact after eliminating the traditional "buffer" of contact between supply chain channels, dealer platforms and branded advertisements.

Therefore, most e-commerce live broadcast categories have very serious double-end appeal mismatch, and it is easy to achieve high sales and high volume in the short term, but the long-term cost of mismatch is the loss of brand value and consumer enthusiasm.

On the other hand, the gameplay of low-cost logic itself is limited.

Sunsink e-commerce represented by Pinduoduo and C2M e-commerce represented by Taobao Special Edition are also attracting price-sensitive consumers with replicable and higher efficiency by increasing subsidies and directly connecting factories.

Back in the live broadcast of e-commerce, the merchants who try to "make quick money" by bringing goods through online celebrity have no branding strategy, but can only constantly seek the purchase and transformation of traffic, and the traffic can even be called "lost volume".

It is inevitable that the industry’s general ROI will decrease. At that time, where will the e-commerce live broadcast go?

The key to channel price lies in the right to speak.

"Bringing users to make businesses", e-commerce live broadcast has raised the right to speak of the head anchor (organization) to a very high level. The anchor should give consideration to providing consumers with "low-priced" goods and the growth of its own income, which will inevitably squeeze the surplus of producers, that is, the profits of merchants and brands.

If the merchant’s profit from shipping through the anchor is lower than the commission fee, he will have to face the choice of whether to lose money to buy exposure.

According to the First Financial Report, the person in charge of Puxi E-commerce revealed that the link fee of Li Jiaqi "double 11" was 150,000 that day, accounting for 20%, and they lost three times in cooperation with Li Jiaqi for five times, and even lost 500,000 on the day of Double Eleven.

Only a few big brands can afford to spend money to change the volume of sound, and it does not constitute a long-term strategy.

Luo Yonghao’s statement that "live e-commerce is not a zero-sum game" is a problem that needs to be inferred again.

"The lowest price of the whole network" can be regarded as an alternative "wholesale" (not completely equivalent). The price is determined by supply and demand, while the formation of "wholesale price" is often determined by the game between manufacturers and distributors. Distributors guarantee the shipment volume, thus sharing the risks of manufacturers and reducing the marginal costs of manufacturers, which is the embodiment of channel value.

In traditional retail, "circulation is cost"-goods generally pass through secondary and tertiary wholesalers (distributors) and then to the final terminal retailer, and the intermediate price increase is easy to exceed 50%, or even multiple price increase;

In e-commerce (online retail), "channel is cost"-goods can reach consumers directly from the first-class warehouse, in which the e-commerce platform is drawn and the operating cost of e-commerce still exists, but the agglomeration effect, channel efficiency and price of e-commerce still have advantages compared with traditional retail;

The general e-commerce live broadcast is based on e-commerce, and the channel of live broadcast is continued. When the shipment volume of the live broadcast room is large enough to still cover the marginal cost of goods under the condition of "the lowest price in the whole network", the merchant is profitable.

From the perspective of game theory, "zero-sum game" is not a result for e-commerce live broadcast, but a trend. To understand with Krugman’s "impossible trinity", it is unrealistic to maintain a long-term balance among merchant benefits, anchor/platform benefits and consumer welfare.

In the link of live broadcast with goods, the beneficiaries of merchants’ profits include platforms, institutions, anchors and consumers, and the consumers have the lowest voice. Once the balance between channel efficiency and value is broken, the cost will eventually spread on consumers.

As a shipping channel, live delivery can only focus on pre-selection and product discount, and the anchor team’s binding force on merchants’ performance and after-sales in the later period of the transaction is actually not high.

There are not a few such things. The reason why Li Jiaqi’s "rollover" looks more is that he is the head, and these things happen during the live broadcast and are more easily seen by everyone on social media.

What needs special explanation is that, although there are many so-called phenomena of "county magistrate selling goods live" and farmers carrying goods live, in essence, both Taobao live and Aauto Quicker, Tik Tok and other platforms are based on the e-commerce model.

A very simple truth is that I sell specialty products live in the village head, not to sell to fellow villagers, but to complete the transaction with someone thousands of miles away through a mature e-commerce platform, channels and after-sales system.

Therefore, what the live broadcast needs to measure is whether it can further improve the operational efficiency in the traditional e-commerce model, rather than comparing it with the traditional offline store operation.

Even from the retail point of view, there is a big difference between online and offline sales and consumption. Many business behaviors that changed from offline to online during the epidemic will eventually return to the original track.

Clean out treasure to train, taobao guest, Beijing Zhuntong, etc., as well as brushing and grading (although they are gray products), are all common buying methods. Live delivery is not only a new form of e-commerce agency operation, but also has the function of "buying quantity".

In addition to "small profits but quick turnover", many merchants and brands can also accept "trading at a loss". In this case, more consideration is given to exposure and brand awareness. Fast and large-scale shipment through live broadcast will also help some new products and stores to improve the recommendation weight of e-commerce platforms.

After the rise of e-commerce, in the process of many traditional brands transforming into online channels, there has been a demand for e-commerce to operate on their behalf. In the traditional e-commerce agency operation, how to balance online and offline business is also critical, such as whether online and offline are the same? Is the same paragraph the same price and homogeneity?

For the retail industry, it is a delicate job to maintain the balance of the price system of each channel. After the popularization of e-commerce, all goods can be compared, but "price is not everything", which ultimately determines consumers’ buying behavior, and it is the common effect of different reasons such as differences in consumer goods, urgency and cultural additional attributes.

On the night of the first broadcast in Tik Tok, Luo Yonghao, e-commerce and price comparison platforms launched special zones such as "Lao Luo Live with the same paragraph" and "Lower than Lao Luo". The "lowest price of the whole network" itself is a comparative discount rather than an absolute discount, and the enthusiasm is obvious.

However, it also reflects a problem that has not been solved by live e-commerce. Will the preferential price of live broadcast have an impact on the price system of manufacturers and brands?

On the industrial side, the regular price (price tag) of standardized brands is generally the actual selling price (often seasonal), in addition to discount prices, promotional prices, activity prices, and hook products (special prices).

The regular prices of more commodities, especially those sold online, are generally confusing. For example, in Luckin Coffee, the regular prices and competing products are all against Starbucks, and after 1.8 and 3.8 discounts, they are actually similar to convenience store coffee. So what gradient is Ruixing’s product itself?

From the consumer’s point of view, the only thing that can be evaluated in the end is the terminal channel price, that is, the difference of the "hand-to-hand price", and "where can the buyer have the seller’s essence" will not change.

Looking back at the e-commerce live broadcast, it is a common measure to give special prices to the goods in the live broadcast room through special channels. For many brands, they want to gain exposure and user growth through this "hook product", but there are also many merchants who are purely for the purpose of fast shipment.

Anson, who is engaged in digital marketing, provided a case. Before that, he met a customer of a traditional manufacturer who wanted to transform. They made a brand positioning plan and a launch plan for the customer and provided a set of digital marketing plans. But the customer said: "The brand is useless. Now online celebrity can sell it with goods."

"You don’t need to be a brand, it’s good to be able to sell goods." Many merchants who blindly enter the live broadcast with goods may think so, but without a brand, there will be no premium, and the profit of bringing goods to online celebrity will not go up.

Merchants want to choose anchors, and anchors are also picking brands and goods. The first-line brands have lower commissions, which is also a manifestation of brand premium.

Anson’s customer has his own factory, which does processing for some high-end brands in Europe and America, so he doesn’t understand "why can’t you take it easy and not make a brand?"

There is a saying that live broadcast is a "what you see is what you get" mode. Is this good for the brand?

From the perspective of exposure and brand, the effectiveness of live broadcast also needs to be fully evaluated, and exposure has advantages and disadvantages. Whether in Li Jiaqi, Viya or Lao Luo, the "rollover" brand is often the most widely spread after the live broadcast.

From the perspective of branding, live broadcast is actually not as good as graphic and short video content. As a part of asset management, brand strategy should be a long-term strategy, and the immediacy of live broadcast is contrary to the long-term demand of brand.

For example, people often say "Ins with the same paragraph", "Little Red Book with the same paragraph" and "Tik Tok with the same paragraph". These contents (which are also commodities) can withstand the spread, consumption and reproduction, and finally form cultural and brand recognition. However, the instant nature of live broadcast makes it difficult for them to have the ability of "planting grass" with pictures, texts and short videos.

Of course, Li Jiaqi has also boosted L ‘Oreal, Guerlain and other brands, which is the embodiment of the anchor’s fit with commodities and brands, and is also directly related to the professional ability of the anchor team. The brand needs to spend money on the right anchor for a long time, and it is hard to say that this income is cost-effective.

Selling goods by live broadcast is not omnipotent. Finding a suitable platform, anchor and pricing can make profit from selling goods. Blind pursuit of "live broadcast effect" can’t do a good job in cost control and income evaluation, not necessarily making money, and it is likely to overturn.

On January 9th, 2020, Yujiahui, the parent company of "Royal Nifang", received an inquiry letter from the management department of the Growth Enterprise Market Company of Shenzhen Stock Exchange, asking about its cooperation mode and content with online celebrity anchor, and its influence on the company’s operating performance, and whether there was any situation of exaggerating the influence of cooperation with online celebrity.

Qingyan (Beauty Media) reported that on January 14th, Yujiahui issued an announcement in reply to the inquiry letter, saying that it cooperated with Li Jiaqi Live 47 times, Viya Live more than 30 times, and cooperated with more than 1,500 online celebrity anchors such as Kiki and Lieer Baby in Jie Chen, and the total number of live broadcasts exceeded 8,000.

In the first three quarters of 2018 and the first three quarters of 2019, the sales of products involved in online celebrity anchor cooperation accounted for 0.99% and 4.02% of the company’s operating income respectively.

Yujiahui said that more than 8,000 live broadcasts with goods have not yet constituted the main source of sales and have little impact on the company’s operating performance.

In addition, Yujiahui also announced the proportion of its promotion and sales in 2018 and January-September 2019. Yujiahui’s brand promotion expenses decreased significantly in January-September 2019, but the proportion of platform promotion service fees in sales expenses further increased to 38.51% (35.49% in 2018).

The platform promotion service fee in Yujiahui’s announcement is mainly the commission, technical service fee, promotion service fee or software service fee and rebate paid to the e-commerce platform or the brand promotion service, which shows that Yujiahui still has a high platform promotion expenditure.

The reason why Shenzhen Stock Exchange inquired about Yujiahui was that Yujiahui released the facts about the cooperation with online celebrity to investors, but did not explain the specific impact of the business on the company’s operation. In this regard, the Shenzhen Stock Exchange requires it to explain whether there are situations such as actively catering to market hotspots, speculating the company’s share price, and cooperating with shareholders to reduce their holdings.

It can be seen from the contents of Yujiahui’s announcement that it is a fact to cooperate with online celebrity, and it is also a fact that the level of cooperation with online celebrity is not low and the proportion of sales is not high.

Coincidentally, the storm of live broadcast with goods as an emerging concept in the capital market is not an isolated case.

On February 11th, Xiamen Sanwu Internet announced a major asset restructuring announcement, intending to acquire Shanghai Wanrui (Netstar DreamWorks), a MCN company with more than 700 online celebrity IPs and 500 million fans. At present, Shanghai Wanrui has also increased its investment in live broadcast.

After the announcement, the share price of Sanwu Interconnect continued to limit. Later, Sanwu Interconnect received two inquiries from Shenzhen Stock Exchange, and was asked to answer several major questions in the acquisition: whether the disclosure of the plan was prudent, whether there was insider trading, whether the actual controller had a reduction plan, the core competitiveness and going concern ability of the target company, etc.

In the second inquiry letter, the question about Shanghai Wanrui, the target company, is particularly acute:

Please disclose the statistical caliber of "more than 500 million fans", and whether there is "buying fans" and double counting the number of fans;

Please disclose more than 700 online celebrity, and list the number of small and medium-sized incubation online celebrity IP, big coffee online celebrity IP, and head online celebrity IP by classification;

Please disclose the integrated marketing case completed by the target company and the amount of the customer bill;

The Sanwu Internet responded to the inquiry letter of the Shenzhen Stock Exchange and disclosed that Shanghai Haorui’s revenue in 2019 was 120 million; Among the 500 million fans, Weibo fans are 260 million, and the active fans of the company’s Weibo account account account only account for 12.61%, which is about 32.78 million.

Regarding the statistical caliber of "more than 500 million fans" in the inquiry letter, Shanghai Wanrui denied the situation of "buying fans" and admitted the problem of double counting. The double counting mainly includes that a fan pays attention to the same online celebrity on multiple platforms and multiple online celebrity IPS on the same platform are paid attention to by the same fan.

It is impossible to effectively count the data of fans. This problem is actually a common problem in the whole field of online marketing and MCN. Especially for the form of live delivery, which emphasizes the purchase and transformation, there is still a lack of transparency about the net value of customers brought by fans.

In recent years, online celebrity and MCN-related concept stocks have experienced capital speculation, and they are also faced with doubts about their business models in the capital market.

After Ruhan Holdings went public, although it is trying to cultivate new head celebrities, more than 50% of the company’s revenue is still created by Zhang Dayi alone; Mei ONE relies on Li Jiaqi, Qian Xun relies on Viya, and it is a common disease in the industry to rely on head talents.

After being inquired about the acquisition case, Sanwu Interconnect also received warning letters from Xiamen Securities Regulatory Commission to its controlling shareholder and actual controller, letters of concern from the Growth Enterprise Market of Shenzhen Stock Exchange, and public condemnation of its controlling shareholder and chairman for alleged violations.

The process that Sanwu Internet wants to acquire Shanghai Wanrui will be difficult to smooth.

On the other hand, live delivery, which relies more on the trust relationship between anchors and fans, needs to cultivate a new business model with stable user base, and also needs to answer the question of industry standardization and large-scale growth.

As a form of e-commerce agency operation, live delivery should return to live delivery to measure its value.

As we said before, live broadcast is just a tool, and the field it builds depends on the existing identities of the recipients at both ends of the screen and the field characteristics of the live broadcast platform.

In the field of live broadcast with goods, anchors and consumers are the main recipients at both ends of this field. No matter whether the live broadcast room is poor, teasing dogs or talking cross talk, it will finally return to a series of problems such as product price, quality and after-sales.

So, how to understand the value of live broadcast as a tool?

Baharat Anand quoted Craig Mo Feite’s "Dumb Tube Paradox" in the fuse to discuss the pipeline role played by cable TV companies in the streaming media era. The image metaphor of "pipeline" can also be used to understand the value of live broadcast.

The paradox of "dumb tube" reveals the reality that American cable TV service providers, under the impact of the Internet, have abandoned their content lines and transformed into information infrastructure providers, and have also fundamentally changed their existence value in the digital age, so they will not be stifled by the rise of online media.

The domestic example is the communication service providers represented by the three major operators. Traditional communication services such as telephone and SMS have been increasingly replaced by network communication software, but as infrastructure providers, operators’ income has been increasing.

According to the data of the Ministry of Industry and Information Technology, the growth rate of telecom business revenue still increased steadily from January to November in 2019, and the telecom business revenue totaled 1,203.9 billion yuan, up 0.5% year-on-year, and the growth rate increased steadily. Looking at the operators’ income again, the operating income of China Mobile in 2019 was 745.9 billion yuan, that of China Unicom in 2019 was 290.51 billion yuan, and that of China Telecom in 2019 was 375.734 billion yuan.

Correspondingly, Alibaba Group’s revenue in fiscal year 2019 (April 2018 to March 2019) was 376.844 billion yuan, and Tencent’s annual revenue in 2019 was 377.289 billion yuan.

Only from the perspective of revenue, the two giants of the Internet can add up to be comparable to an operator of China Mobile.

Even though many people have long lost the habit of texting, during the period from January to November 2019, the revenue of domestic mobile SMS business still reached 35.8 billion yuan, a year-on-year increase of 2%.

If Internet companies such as Tencent and Ali are cars, communication service providers are the way. This is the value of the pipeline, which is the embodiment of the "channel is king" in the communication industry.

For Internet platforms such as Taobao, Tik Tok and Aauto Quicker, the principle of pipeline value also applies.

What the platform needs to take into account is the growth of its entire traffic market. It is a very realistic stage growth strategy to encourage short videos when short videos are on fire and stimulate live broadcasts when live broadcasts are on fire.

As far as the field of live broadcast is concerned, an obvious problem is that although the platform side has said a lot to encourage the development of the industry and issued a lot of policies, it is still a few head anchors.

It is enough for the platform to stimulate the participation enthusiasm of the industry through the demonstration effect of the head anchor.

Another question worth thinking about is, will the platform really spare no effort to support live delivery?

The live e-commerce research report of China Merchants Securities pointed out that the essence of live e-commerce is the embodiment of the brand’s desire for private domain traffic. The research report also believes that live e-commerce reshapes the people’s goods yard: 1. People change from active consumption to passive consumption; 2, the goods go to middlemen, and the origin of the products is brought closer; 3. The function of "clairvoyance+clairvoyance" has become a reality.

In 2017, after Jack Ma put forward the concept of "new retail", Zhang Yong, then CEO of Alibaba, continued to interpret the new retail from the concept of "people, goods and fields", pointing out that the key is the reconstruction of all commercial elements and the efficiency improvement brought by element reconstruction.

In the following years, the theory of "people’s goods yard" continued to be widely used in the retail and consumption fields, such as social e-commerce, community group buying, fresh e-commerce and other fields, and even appeared in smart homes, e-cigarettes and other industries.

In the meantime, the theory of "people’s goods yard" has undergone obvious marketing conceptualization, from the relatively complex and macro level of new retail, to more vertical fields and industries, and even to a specific product and function, and at the same time, it emphasizes methodology and quick results.

It can realize a live broadcast of e-commerce with over 10 million goods and over 100 million goods, which seems to perfectly fit the efficiency improvement of the so-called "people and goods yard" reconstruction. However, can the considerable sales ability of an anchor and a live broadcast with goods really verify the "people’s freight yard" theory?

Looking back at the retail industry, there are still too many uncertainties about whether the scale, stability and controllable efficiency necessary for factor reconstruction can be popularized and verified in the industry for a long time:

As we mentioned above, the live broadcast has a head effect and goes further; For another example, even for the head MCN, the research report of China Merchants Securities also said that such institutions are currently small, and their business models and profitability have yet to be verified.

In recent years, whether it is new retail or social e-commerce, the mode innovation of the so-called "people’s goods yard" often falls on the innovation and change of consumption scenes.

In the evolution of consumption scenarios, we can use the concepts of online celebrity economy, sinking market and private domain in recent years to establish a simple analysis framework to further discuss the e-commerce live broadcast:

As we all know, Li Jiaqi was a BA (Beauty Consultant for Cosmetics Counter) of L ‘Oré al in his early years and won the sales champion. At the end of 2016, MCN Institutional Beauty ONE cooperated with L ‘Oré al Group in the Taobao live broadcast project of "BA online celebrity". After Li Jiaqi entered the competition, she signed Beauty ONE to become a beauty expert. Since then, she has accumulated a large number of fans in Taobao live broadcast. After selling lipstick with Jack Ma "PK" in double 11 in 2018, "Lipstick One Brother" has gradually come out of the circle.

Has Li Jiaqi proved the success of the project of "BA online celebrity"?

As of March 29, 2020, the Taobao list shows that the Taobao Live Talent Index ranks in the top 100, and the signing talents of US ONE are only Li Jiaqi and Hu Yueming _demi; In addition, as early as February 2018, Hu Yueming _demi’s Taobao fans reached 850,000. At present, she ranks 18th on the list of people with just over 1.15 million Taobao fans.

There are various accidental and inevitable factors for Li Jiaqi’s popularity. "BA online celebrity" is an opportunity for Li Jiaqi, but the project itself is far from success. It can even be said that Li Jiaqi is an accident of this project, and until now, US ONE still relies too much on Li Jiaqi.

The modest search of the first list of Taobao institutions reflects the other side of e-commerce live broadcast in the operation of Daren:

Although it is not as out of the circle as Li Jiaqi, Viya is still another peak in Taobao anchor, including the accumulation of long-term offline retail and online stores in Viya, and the help of institutionalized operation after the establishment of Qianxun.

In the same period, Taobao Live Talent Index ranked in the top 100, and 14 talents were Qianxun’s artists. Besides Viya, Qianxun was more active in signing talents, such as famous beauty bloggers such as late-night xu teacher and Zhang Mofan, and online celebrity.

Qianxun’s strategy of signing a top talent is in line with the natural trend of "BA-ization in online celebrity" after the outbreak of e-commerce live broadcast, that is, more and more online celebrity and stars with voice want to enter this industry.

This also reflects that MCN institutions such as Midea ONE, Qianxun, Ruhan and Worry-Free still can’t realize the vision of "cultivating online celebrity in batches". In terms of the incubation and liquidity of online celebrity, MCN institutions have hardly changed or improved in recent years.

MCN itself has become a outlet by outlet. Whether it is a content production organization or a service provider with content marketing as its core is a "strange circle" that MCN has not walked out of.

When it comes to online celebrity, Aauto Quicker and Tik Tok, as important platforms for live broadcast of goods in online celebrity, have obvious differences from Taobao live broadcast.

According to the data of China Merchants Securities, the daily average transaction volume of live broadcast goods in Aauto Quicker in 2019 is 100 million, and it is expected to be 40-50 billion for the whole year; Everbright Securities predicts that the narrow-caliber transaction scale of Aauto Quicker live broadcast will be 25 billion (the transaction scale within the platform) and 150 billion (the transaction scale led by the anchor to WeChat).

The limelight of Aauto Quicker live broadcast is not so much the emergence of "e-commerce live broadcast" as the exposure of Aauto Quicker live broadcast itself.

Aauto Quicker’s long-term accumulation of users in the sinking market, anchor trust foundation and live broadcast selling habits are the basis for Aauto Quicker to become the second platform for live broadcast.

As for the sinking market, we have said in previous reports that the "Internet going to the countryside" represented by the sinking market is actually a continuation of the "information equality" movement, and the greatest significance lies in the reconstruction of information elements. Third-and fourth-tier cities, small towns and vast rural markets are related to more intertwined channels, interpersonal patterns and differences in consumption concepts, but they are fundamentally urbanization problems.

From the perspective of urbanization, the sinking market and private domain are actually highly compatible:

Due to the more thorough transformation of commercial culture, cities have typical characteristics of consistent consumer culture, such as consumer brands such as Haidilao and Xicha, and commercial real estate brands such as Vanke Center and wanda plaza, which are very popular in first-and second-tier cities, and even in some third-and fourth-tier cities.

In small towns, rural areas and other areas, the more traditional business model is still very competitive. Even online car rental and take-out services with prominent Internet platform may not compete with local car rental and take-out services in these areas. As for the differences of consumer brands, from the early store sinking strategy of vivo and OPPO, the traditional dealer stores such as VIP Bird and Elcon operated in franchise mode, and the brand recognition in the sinking market was also high.

Another example is that some special fields and specialized services are based on the different needs of different markets, which is the embodiment of the "ten miles of different sounds" in the consumer field.

To put it simply, the difference in lifestyle between first-line and second-line residents is far less than that between county towns and rural areas. Urban culture is consistent, so online celebrity stores can be opened all over the country; Sinking market, city, town and village, each level is a layer, and consumer goods are very different.

The popularity of the term "sinking market" appeared around the time of listing in Pinduoduo, and the term "sinking big three" also appeared. By the end of 2019, the saying of sinking the market was more replaced by private domain.

Because the whole sinking market, in fact, is a collection of countless small private areas, with the characteristics of mutual connection and division. There is a sinking market, but the sinking market is not a big market.

In 2019, Aauto Quicker made great efforts to enter the first and second tier, and Tik Tok adopted a sinking strategy to break down the so-called "inside and outside the Five Rings" based on information services. The actual effect is actually drawing to a close.

Looking back at live delivery, the reason why "online celebrity BA" will become the mainstream is because online celebrity is a shortcut to private domain.

However, online celebrity’s popularity and consumer trust are based on long-term content and social maintenance, and it is not really possible to maintain a good popularity by bringing goods. The artistry of Li Jiaqi is also an example.

With regard to e-commerce live broadcast, the stakeholders, business model and retail reform involved are a very complicated and unsystematic issue. This article is not complete, and there are still many problems that have not been included, such as:

The following are some fragmented thoughts, but I think they have certain reference value:

1, whether Taobao or Tik Tok Aauto Quicker live broadcast with goods, can not break through their own platform positioning. It can be inferred that Aauto Quicker live delivery will encourage self-built and external e-commerce modes, and at the same time strengthen advertising share; Tik Tok’s short video marketing is stronger than live broadcast, and it is still an advertising growth strategy for a long time; Taobao live APP must rely on Taobao’s continuous diversion, and it is difficult to make a separate consumption platform, but it can be made into a tool.

2, Taobao data, about half of merchants have used Taobao live broadcast to sell goods. From an operational point of view, gradually improving the form of self-broadcast by merchants will become an important means to balance costs and operational growth.

In fact, whether it’s live broadcast of Taobao or live broadcast of other content platforms and brands, this kind of "de-online celebrity" live broadcast sales has become more common. From the point of view of employment, the sales model of shop assistants going to online celebrity is traditional BA online, and the ceiling is not very high, but it is sustainable.

In addition, don’t be too superstitious about the effect of live broadcast with goods. taobao guest, Taobao Alliance, Beijing Zhuntong, etc. still have good channel effects, and even lead WeChat and small programs to make deals. The key is cost control and comprehensive efficiency improvement.

3, based on the differences in urbanization, lifestyle and popular culture, the impact on the consumption field can not be ignored. Even in the city, since there are constantly business and brand innovations hidden, such as Modern China Tea Shop, which has not yet left Changsha. The birth and development of a new consumer brand should bring vitality to the consumer market and enrich our urban culture.

4. The efficiency of e-commerce live broadcast matching people’s freight yard should be evaluated on the basis of e-commerce. Many industries in the current epidemic stage are online, which is a last resort. We are still waiting for an opportunity to return to the offline consumption space, not for "retaliatory consumption" but for a more real life.

5, the low-cost strategy of e-commerce live broadcast is hidden in the connotation of promotion, so it is difficult to change. Platform-led low-cost, the other end is C2M, but it is difficult to get through the C2M model.

In the not-too-long history of retail development, "factory goods" often refer to "tail goods" (the sound of factory closure in Wenzhou, Zhejiang Province is still there). C2M still needs to be verified by consumer culture, which may lead to the differentiation of consumer groups and categories.

For example, clothing C2M is basically difficult to make, even if it is a basic model, different brands have their own connotations; Another example is Uniqlo’s stolen joint money. Consumption is not only a purchase, but also a kind of self-expression.

From this point of view, C2M may not be as good as OEM, ODM and OBM’s pseudo-factory model.

6, two fundamentals of consumer business, one is manufacturing, and the other is retail. The innovation of retail model is inseparable from the progress of manufacturing industry. Only a more efficient and benign development of manufacturing industry can bring real consumer surplus.

"Consumer surplus is an important indicator to measure consumer welfare."

References:

"The little red book of 250 million users began to broadcast live-e-commerce temptation? Or content anxiety? Blue Whale Muddy Water June 21, 2019

Farewell to 2010s, Past and Future of "Traffic Commerce" Blue Whale Muddy Water December 24, 2019

"Eleven Years Changed by double 11" Blue Whale Muddy Water November November 2019

China Merchants Securities: Live E-commerce Kill in Three Kingdoms, from "Cats Fighting Dogs" to "Cats Shaking Fast" China Merchants Securities 2020.01.05

"Li Jiaqi, Viya with goods in the end? Yujiahui handed over the answer to Shenzhen Stock Exchange.

Tik Tok is restricting online celebrity’s goods-carrying behavior, which is an inevitable choice. Internet and entertainment thieves group January 23, 2020.

Literature after 00 | Silent Watch (Novel)

Widowed (dialect, widowed is dumb), this is what the villagers call him. He is a poor old man, an old man who was dumb because he had a fever and took too much bezoar in his childhood, and an old man who only had three or five sheep. Widowed ancestor is what I call him, because he is two generations older than me.
I vaguely remember that I met my widowed ancestors several times during the summer vacation in primary school. I have never forgotten this scene.
When the morning sun climbs to the blue tile on the roof along the earth wall, the sheep are also waiting for their owner, the widowed bodhi old zu. Although it is hot, he always wears a Lei Feng hat that has been blackened by smoke, a black double-breasted cotton coat, a pot helmet in his arms that can never be eaten, and a kettle, leading the sheep to wander along the winding path in the field, hanging on the sheep’s neck all the way. No one knows his age, but everyone knows that his legs and feet are still vigorous, and he walks agile and steady on the almost vertical loess road mixed with gravel, just like the sheep behind him. His destination is the top of the mountain. Because the mountainside is mostly farmland, a yellow mud road is inserted horizontally, and there are still several paths lengthwise, but they are all covered by tall corn stalks. Widowed ancestors can only drive the sheep through this "forbidden land" as soon as possible-destroying crops will lose the "pass" of this land. I finally walked through the fields, and the sun really came out. At this time, the sheep can indulge in grazing, and the widowed ancestor will lean against the shade or chew the helmet with white water or take a nap.
I claim to be a "wild child", and several hills near my home are my playgrounds, so it is inevitable to meet him. When I saw those sheep grazing leisurely, I knew that my widowed bodhi old zu was nearby, but he always seemed to predict my arrival in advance. As soon as I saw it, I wanted to keep me by shouting, with my mouth wide open and my Adam’s apple wriggling sharply, and waved my arms to beckon me over. Then I used his hands as rough as an old walnut shell to hold a full "mountain products"-sweet and sour Schisandra chinensis.
The widowed ancestor is enthusiastic and diligent, and he works hard in the village, whether it’s weddings, funerals, or the anniversary of the burial. He swung his axe like the wind, and every time he fell, he split the firewood properly, and the sawdust scattered. Then, he turned to the triviality of boiling water and shochu; He added fuel to the fire, adjusted the fire, sometimes bowed his head and blew air to make the flames dance, and sometimes gently stirred the soju in the pot, making the water waves slightly overflow, and the fragrance of wine gradually diffused in this leisurely action; With the progress of the banquet, I saw the widowed bodhi old zu holding the tray firmly in his left hand and the dishes lightly in his right hand, with steady steps like flowing water, shuttling between the fire and the guests, and silently conveying his blessings and respect every time he bowed his head and smiled. The figure of the widowed ancestor, shuttling between the boiling of the villagers, is particularly diligent. In the last round of the banquet, he ate with the people who helped cook for his family, mostly the women in the village. A woman often jokes: "Seeing a widowed child is diligent, capable and able to eat. If you find a woman, you should be happy!" When he said this, he gave all the meat on the table to the widowed bodhi old zu. "Just eat, you are afraid that you can’t eat meat a few times a year!" Shame that he turned straight behind, repeatedly motioning with his hand, "ahhh ….." That’s enough.
During the three years since I finished junior high school, the life of my widowed ancestors seems to be so day after day, year after year. Or maybe I studied in the town and went back to my hometown less often and didn’t notice it. Until the spring of the second year of high school, I didn’t hear the long bell ringing on the sheep’s neck in the early morning of my hometown, only the sound of "praising and praising" with a hoe was endless. Later, I learned from my mother that the widowed ancestor had already sold all his sheep. I asked my mother why, and only then did I know that my widowed ancestor was accidentally caught in a wild boar when he was herding sheep in the mountains in the summer years ago. Fortunately, he was found by the villagers in time and was sent to the hospital at the first time without leaving his disability. Although he is not disabled, he can only walk on crutches, and he can’t herd sheep. With the money earned by selling sheep, plus the subsidies for the disabled and the five guarantees, it is said that the widowed ancestors should live a few days at leisure, at least until the injury is almost healed. But he couldn’t spare time, so he opened another piece of land to grow wheat at the vegetable field in front of his house. I walked on crutches, carried benches and hoes to hoe the ground, and when I was tired, I sat down and dug. This is what I witnessed with my own eyes.
Unconsciously, the wheat seedlings have grown to the knee height, and all the trees are full of green, swaying in the wind. Perhaps the widowed ancestor knew that they were growing sturdily, so he did not have to work hard in the fields, and the sound of "boasting and boasting" became more and more sparse, just like those weeds he had dug up; But it’s getting more and more boring, like cicadas in the hot summer.
Until the widowed ancestor did not greet his harvest in the wheat field, until the villagers learned that he had died on his couch for many days.
This wheat field without its owner is still full of vitality.
Wheat seedlings bear the brunt of the wind and rain, bearing ears of wheat, and finally spreading seeds on the land where they were born with the wind.
Source: China Youth Daily client
Reporting/feedback

"Group-based" medical assistance allows the masses to have "medical support"

Dong Zhichao, deputy chief physician of the Third Department of Coronary Heart Disease, the First Affiliated Hospital of Dalian Medical University, is operating on patients.

Xihai all-media reporter Lu Jinwu correspondent Shi Yanshou Wen/map

"On May 20th, the interventional catheter room of Minhe County People’s Hospital was opened with the help of the First Affiliated Hospital of Dalian Medical University. On May 26th, the interventional catheter room of Minhe County People’s Hospital successfully performed the first coronary angiography and coronary stent implantation for cardiovascular patients, which filled the gap in the treatment of cardiovascular diseases in Minhe County medical institutions. Among them, the intervention of acute myocardial infarction without implant surgery and right heart catheterization was the first case in Haidong City … "On the subscription number of Haidong Citizen and Hui and Tu Autonomous County People’s Hospital, the successful cases obtained by the hospital in" group-type "assistance were recorded.

Since 2016, Binhu District, Wuxi City, Jiangsu Province, the First Affiliated Hospital of Dalian Medical University, and the Ninth People’s Hospital of Wuxi City have dispatched business backbones and department experts to Minhe County to carry out "group-style" health assistance work, so that the masses can enjoy high-quality and efficient medical and health services.

In the past, many patients in Minhe County could only be treated for cardiovascular diseases in Qinghai provincial hospitals. Li Wanfeng, president of Minhe County People’s Hospital, told the reporter that in 2010, Minhe County People’s Hospital added the Department of Cardiology. In 2011, 10 outstanding medical backbones were sent to anzhen hospital to receive a one-year training in cardiovascular disease treatment technology. After the training, due to the lack of coronary intervention treatment equipment, cardiovascular disease treatment only stayed on simple diagnosis and thrombolysis technology.

And this "stay" lasted for nearly 10 years.

The management of Minhe County People’s Hospital began to think about the solution.

Li Wanfeng said that with the strong support of the Minhe County Party Committee and the county government and the matchmaking of the temporary leaders in Binhu District of Wuxi City, Minhe County People’s Hospital won more than 6 million yuan from the east and the west, purchased medical equipment such as digital subtraction angiography, and prepared an interventional catheter room, equipped with domestic advanced ceiling-mounted large flat-panel C-arm machine, multifunctional ECG pressure monitor, defibrillator, high-pressure syringe and other medical equipment.

The establishment and operation of interventional catheter room in Minhe County People’s Hospital brings hope to patients with cardiovascular diseases.

Dong Zhichao, deputy chief physician of the Third Department of Coronary Heart Disease in the First Affiliated Hospital of Dalian Medical University, said that on May 20th, he came to Minhe County People’s Hospital from the First Affiliated Hospital of Dalian Medical University to carry out medical assistance. On the 6th day of his arrival, he completed the first case of coronary angiography+coronary stent implantation in Minhe County People’s Hospital. On the 14th day of arrival, the first emergency coronary intervention was completed. With the support of the Department of Cardiology, the First Affiliated Hospital of Dalian Medical University, Dalian Cardiology Society donated a surgical teaching and remote consultation system worth 1 million yuan to Minhe County People’s Hospital, which provided a platform for patients to seek medical treatment efficiently and quickly. The hospital has carried out surgical trial teaching, special lectures, remote consultation, etc. by using the platform, which has improved the diagnosis and treatment ability of common cardiovascular diseases of medical staff.

Li Wanfeng said that since 2016, the First Affiliated Hospital of Dalian Medical University has sent 47 experts to help, and has carried out assistance work for departments such as cardiovascular medicine, general surgery, urology, gastroenterology, and critical care medicine.

Especially since the beginning of this year, the First Affiliated Hospital of Dalian Medical University has sent seven high-quality, competent, professional and hard-working help experts, bringing new ideas and new technologies to Minhe County People’s Hospital, and cultivating a group of local talents for the hospital by mentoring. Since the interventional catheter room was put into use, Minhe County People’s Hospital has treated nearly 140 patients with cardiovascular diseases, reducing the medical burden of local people.