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Special feature of 1905 film network The original may be late, but the shanzhai is not absent.

　

Since the opening of "Lotus Root Cake" CP, (hereinafter referred to as "Nezha") has swept all box office records of animated films in the domestic market. This treasure boy is now among the top ten clubs in the box office of domestic film history with a value of 2.6 billion.

　

Going out of the circle is like a double-edged sword, and the troubles of the teenager "Nezha" follow. In the pre-sale and crowdfunding stage of authorized derivatives, the surrounding areas of the cottage have already landed on the market.

Taobao searches for "Nezha", and T-shirts are flooding.

In this regard, Light Film recently answered questions from investors on the interactive platform, saying that the company has a high proportion of investment in the film Ne Zha, and the company enjoys the copyright of the film and the exclusive right to develop film derivatives and attract investment. The company attaches great importance to copyright protection, has fully implemented the management of copyright assets, and used legal and technical means to crack down on infringement and piracy and safeguard the rights and interests of copyright assets.

Film Light Film released a copyright statement letter.

At this time, in a garment printing factory somewhere in Zhejiang, a batch of T-shirts suspected of containing Nezha’s head without authorization have begun to produce "big goods" (in jargon, it means to start mass production).

T-shirts with Nezha’s head have been mass-produced

During the reporter’s investigation, it was found that such garment and mobile phone case processing factories would not screen whether the entrusted producers owned the copyright of the pictures. Sometimes, in order to make a deal, they will take the initiative to help customers find pictures.

The troubles of the teenager "Nezha"

At first, the people in Chentangguan were biased against Nezha, and so many people thought that the box office of animated films had a fixed ceiling. After entering the top ten box office of domestic film history, secular prejudice began to be broken by reality. From studying medicine and crossing the border by self-study to animation production industry, director jiaozi’s career experience is also a process of breaking stereotypes.　

Ne Zha director jiaozi.

　

"Unless you have a box office, you can prove that others like your work, and you can move the surrounding area. You can’t cross the box office and say the surrounding area." In an exclusive interview with 1905 Film Network, director jiaozi defined the relationship between works and peripheral derivatives.

Six months ago, the birth process of derivatives directed by Frant Gwo was the best proof.

There are many kinds of derivatives in The Wandering Earth.

　

Now that Nezha is on fire, the production of peripheral derivatives has started.

In the process of collecting relevant information, Xiao Dianjun found that two companies were approved by the film official micro-seal, a Taobao shop named "Miaowu Shop" and a company named "Guagua Production". The former is in pre-sale and the latter is crowdfunding.

Taobao shop "Miaowu Shop" is being pre-sold.

"The current confirmation of cooperation is like this." Zheng Hongwei, a staff member of Light Media, acknowledged this. At the same time, he also said that for the sale of unauthorized products, the company has a special copyright owner and is working on this matter.

According to public data, the sales volume of pre-sale peripheral T-shirts in August has exceeded 8,500, and the amount of crowdfunding derivatives has reached 1,585,500, far exceeding the original target amount of 30,000. Outside the box office, fans use real money to express their love for "Ouba".

The crowdfunding amount has far exceeded the target.

　

At the same time, the spot products around the cottage have been released.

A clothing printing factory said that as long as the pattern and clothing size are selected, mass production can be realized within one day, but only if the production quantity is at least 200 sets. Another manufacturer engaged in mobile phone case processing said that it can help find relevant pictures from the Internet. In this process, the two never asked about the copyright of pictures.

　

"Nezha should be a film and television work, which is protected by the Copyright Law. If the copyright owner takes Nezha’s pattern design to apply for a trademark, the pattern will also be protected by the Trademark Law." Li Lei, who graduated from a university of political science and law, said so.

In her opinion,Pirated peripheral developers who produce and sell unauthorized products violate the Copyright Law and infringe the copyright owner’s right of reproduction and distribution, should stop the infringement and compensate the copyright owner for the losses.

The creator may spend many months trying to pirate a picture.

It is understood that there are 100 versions of Nezha Design, which are jointly participated by many outstanding designers. It took more than a year to finalize the current version. The damage of unauthorized surroundings to a film and television IP goes far beyond the economic scope.

One of the manuscripts of Nezha’s image design exposed by the film

Who moved the "cheese" in the genuine derivatives market?

Nezha, a teenager, had the same troubles as Hu Ba.

　

As the ticket winner in the summer of 2015 and even the whole year, it became the first domestic film with a box office of over 2 billion. As an important character in the film, the image of "Hu Ba" is deeply loved by the audience, with high popularity and market value. At that time, unauthorized "Hu Ba" derivatives flooded the market.

　Around the "Hu Ba" cottage exposed by netizens.

　

Why is this phenomenon repeated?The low cost of violating the law and the high cost of safeguarding rights are two recognized reasons in the industry.

　

It is generally not illegal for consumers who know that it is pirated and still buy it, but only use and appreciate it themselves. However, if it is disseminated, developed and used for commercial purposes, it will be infringing. Sun Yueyue, who worked as a legal adviser in a law firm in Kunshan, said so.

　

For pirated manufacturers, peripheral derivatives, such as T-shirts, mobile phone cases and charging treasures, have low technical requirements and low cost of dissemination and reproduction. Even if it is punished, it is usually destroyed or fined.

　

"At present, the production of authorized derivatives in China is basically based on OEM, that is, the name or photo pattern of the film is engraved on the original model of the manufacturer, such as lettering on charging treasure and T-shirt. Basically, it will not be specially designed for derivatives, but there are also small objects such as USB flash drives that will be combined with movie elements and designed to be more fun. " The media director of a film marketing company said that this is also the reason why there are thousands of people in the form of domestic derivatives.

Nezha authorized T-shirt printing exhibition

　

The high cost of safeguarding rights is because it is difficult for the obligee to find evidence of infringement of others, for example, the sales channels are complicated, or many sales are completed through the Internet, so it is difficult to obtain evidence.

　

In addition, in people’s traditional impression, price has a great influence on consumers’ decision whether to buy genuine derivatives. In the survey of Xiao Dianjun, it was found that the proportion of price factors was lower among the people who mainly bought after 1990.

　

When most consumers buy derivatives such as movies, they first pay attention to whether the products are officially authorized, and those authorized are more collectible. In terms of product quality, the official production is usually more sophisticated, with better texture and higher degree of reduction.

Authorized water bottle

　

"If you can’t afford genuine products, you won’t buy pirated products. Some pirated products are really inferior." Xu Ziqi (pseudonym), a 15-year-old middle school student, has a firm tone. Although his spending power is limited, he will occasionally buy some genuine animation peripheral products.

　

Some netizens suggested that the products around Guoman and movies can be offered at different price points to choose from. "For example, according to its complexity and rarity, hand-made shops in Japan have different pricing, so fans can also choose suitable collectibles according to their own economic situation."

In addition, the creativity of derivatives has also become one of the important factors for consumers to buy products. This is consistent with the personality portrait of the whole crowd who pursued individuality and dared to express themselves after 1990.

The normal production of domestic film derivatives: first out of the circle, then production

From "monster hunt 1" to "The Wandering Earth" and "Nezha", domestic film derivatives are usually made after the film is released.

　

Jiang Zhiqiang, the first producer of monster hunt, said in an interview with the media that "I didn’t pay attention to derivatives before, but now I regret it, and I will definitely pay attention to this matter in the future." However, similar incidents are still being staged.

Monster hunt authorized the doll.

The fundamental reason lies in the instability of the quality of film and television works and the unpredictability of market reaction. According to the conventional process, the development of derivatives has been started before the film is completed, even at the stage of script development. The sales performance of most derivatives is directly proportional to the popularity of the film.

　

Before the film was released, there were many uncertainties in the market. If the peripheral products are developed and distributed at this time, the potential business risks are huge. In order to avoid risks to the greatest extent, most copyright owners choose to say it after screening.

　

Fu Xiaoran, the general manager of Alibaba Fish Market, a domestic derivative head production company, believes that it is ideal and perfect to enter the development stage of derivatives half a year before the film is released, because all good derivative products need a development cycle of about half a year, so that when they are in stock, they can catch up with the popularity of film release, jointly promote brands and promote sales.

Ne Zha derivative service presentation

　

However, she also admitted that due to the high uncertainty of the film, many popular films after the release did not have derivative development in the early stage, which led to temporary follow-up authorization, which was unfavorable to both the merchants and the film copyright parties.

　

"At that time, the surrounding area was very popular, and the reservation volume was very high, but the production cycle was long and the customer waited for a long time. There seems to be no continuous production of peripheral products now. I think this should be used as a long-term marketing, not just during the movie fire. " Chen Tiantian (a pseudonym), a graduate student studying at China Communication University, recalled.

"The Return of the Great Sage" is officially done.

　

As a fast-moving consumer product, movies lack lasting influence compared with comics that can be serialized for decades at the longest. The surroundings built on the works naturally have the worry of being "out of breath". As the popularity of the film fades, it is reasonable to update the product in the later stage.

　

Relatively speaking, animated films, costume fantasy and sci-fi works have more potential in derivative development. "However, the premise of these is that movies are explosions, and it is more difficult for real-life urban dramas." Fu Xiaoran stressed.

　

After monster hunt and The Return of the Great Sage, Big Fish Begonia, Begonia and other films have begun to lay out derivatives business in advance. According to the Securities Daily, before the release of "Catch the Demon 2" in 2018, the legally authorized Aojieer Hu Ba plush doll sold nearly 200,000 pieces on Taobao platform, with a sales volume of nearly 4 million yuan.

Aojieer Hu Ba plush doll

　

On the whole, the content quality of the film itself is the best spokesperson for related derivatives. First out of the circle, then production, is the mainstream choice for the production of mainland film derivatives.

Waist derivatives production companies are scarce.

"I don’t know."

　

In the process of film derivatives investigation, faced with Xiao Dianjun’s request to recommend several contacts of domestic regular derivatives production companies, many friends answered highly similar questions. Waist derivatives production companies are scarce or the industry is normal.

　

After many twists and turns, I finally contacted Wang Yangyang, co-founder of Chuangfeng Media. According to its introduction, the company was established in 2014, mainly providing a complete set of derivative solutions for the entertainment industry. The company has served more than 100 cinema film projects.

Baidu Encyclopedia Entry of Chuangfeng Media

　

At the beginning, because of the feelings and expectations of the film derivatives industry, the company is now expanding its short video marketing business. "Derivatives are oriented to the C-end development direction, development cycle and marketing cooperation, which leads to the market not being fully opened; Because of the big market environment, the customized promotional products have changed a lot in the promotional budget. " After doing film derivatives for many years, Wang Yangyang is so impressed.

　

As we all know, the well-known derivatives production companies in the industry include Ali Fish and Entertainment Cat.

The former once launched movie derivatives such as The Wandering Earth Planetary Engine Model and Carrier Vehicle Model, which were jointly created by Saffan Science Fiction Space and China Film Marketing, on its own crowdfunding platform, while the latter was independently responsible for the derivative development of The Return of the Great Sage.

The Wandering Earth planetary engine model launched by Ali Entertainment on crowdfunding platform.

In addition, if you don’t have a deep understanding of this industry, it is difficult to name other companies.　

After the accumulation of time and skills, in 2019, domestic science fiction films and animated films reached unprecedented peaks respectively. Although there are some problems in the film and animation derivatives industry with huge potential market, its future development is full of imagination.

(Intern Nan Zhou also contributed to this article)

　　The 10th theatrical version of Japan’s super-popular animated film One Piece, One Piece Movie 2009: A Strong World, was released in 188 cinemas across Japan on December 12th. According to the distributor, the box office on the opening day totaled 400 million yen (about RMB 30 million), and some insiders predicted that the final box office of the film is likely to exceed 10 billion yen (about RMB 760 million).

　　As the pre-sale tickets of several cinemas were sold out a few days ago, the "Tickets Sold Out" signs were posted at the gates of many cinemas. At the gates of several cinemas where movie tickets have not been sold out, fans waiting to buy tickets have already lined up.

　　At the premiere of TOEI Theater in Marunouchi, Yurakucho, Tokyo, including the film director Jing Zongjiu, all the seiyuu masters made a collective appearance, but Mayumi Tanaka, the seiyuu who voiced the protagonist "Straw Hat Boy" Monkey D. Luffy, was absent. It turned out that Tanaka was hiding in the photographer’s box under the stage, waiting for the opportunity to surprise everyone.

　　After the seiyuu on the stage greeted each other, Tanaka suddenly said, "Look here, everyone, and start taking pictures!" " Then fans shouted: "It’s Luffy’s voice!" Immediately caused a stir in the audience. Tanaka, who was caught by the fans, stepped forward generously at this time, taking pictures of the main creators and waving to the fans. Usually I only heard his voice, and this time I was able to see the real face of seiyuu, which made the audience excited.

　　As the 10th theatrical edition of the Japanese national cartoon One Piece, it tells the story of a life-and-death duel between the little hero Luffy and his friends and the enigmatic and powerful pirate Golden Lion. As of December 6th, the sales volume of advance tickets has exceeded 296,449, setting a new record for the distributor "Dongying Film Company".

[Movie Network]www.1905.com　Exclusive manuscript, please indicate the source.

　

CCTV News:Recently,In Japan, the sight of a Japanese girl wearing a cheongsam collecting money for Wuhan in the cold wind touched many netizens. Because the girl is only 14 years old, her family did not disclose her real name, and she was also called "the most beautiful girl in Japan" by netizens.

Red cheongsam, immature but serious face, 90-degree deep bow, and a donation box that says "Come on Wuhan". At the Lantern Festival, which opened in Ikebukuro, Tokyo, on the 8th of this month, the 14-year-old Japanese girl’s moving kindness in raising money for Wuhan added a touch of warmth to the chilly early spring. The girl’s mother, Ms. Sugizaki, told the reporter that because she had studied and lived in China, her daughter had been exposed to China culture since she was a child and had a deep vision for this kind and warm country. After the outbreak of pneumonia, my daughter heard that there was an opportunity to raise money for Wuhan and signed up as a volunteer at the first time.

“JapanThe most beautiful girl;My friends in China, I know this is a very difficult time, but we must persevere, encourage each other and work together to overcome this difficulty.

The reporter learned that the cheongsam on the girl’s body was actually bought by her mother, Ms. Yamazaki, in China 20 years ago. This time, in order to attract attention and raise more money, the girl deliberately turned out this mother’s dress and put it on. After several days’ efforts, on the afternoon of 13th, the girl came to the Japanese Embassy in People’s Republic of China (PRC) with more than 500,000 yen (about 32,000 yuan) from fund-raising, hoping to transfer the donations to China with the help of the embassy, so as to make a contribution to the fight against the epidemic. Kong Xuanyou, Ambassador to Japan, expressed his gratitude on behalf of the Embassy, and also presented the girl with a book about China and a panda puppet, and presented her with a Tang poem, "We know each other far and near, but Wan Li is still a neighbor".

“JapanThe most beautiful girl;I’ve always heard that the cherry blossoms in Wuhan are beautiful, and I hope they will bloom in spring. After this epidemic, I can go there and have a look. I just did a little thing within my power, hoping to bring some strength to people in need.

In fact, after the outbreak of this epidemic, there are not a few ordinary Japanese people who spontaneously support and support China like this girl. According to incomplete statistics, Japanese enterprises and non-governmental organizations have donated nearly 30 million yuan, and posters and slogans with the words "Come on China" can often be seen on the streets of Shibuya, the most prosperous city in Tokyo.

Citizens of Tokyo, Japan:Helping China is also helping yourself. I think China will also lend a helping hand when Japan encounters difficulties. Let’s take care of each other.

Citizens of Tokyo, Japan:As neighboring countries, it is proper to help each other when in trouble. I personally feel very happy that Japan can do something for China to fight the epidemic.

1905 movie network news The first theatrical version of My Hero Academy () is expected to be introduced to the mainland. Since the film was released in Japan and the United States, it has won both word-of-mouth and box office. Seeing the shocking audio-visual effects of the hero on the big screen and the extremely impactful battle scenes have set off the expectations of fans.

In the film, an artificial island has become a deadly arena for the confrontation between superheroes and evil forces. The first hero who came to the appointment "accidentally" ambushed here. In order to help him, Class A of Hero College fought together. Just as the righteous and evil factions were caught in a life-and-death melee, unexpected reversals appeared one after another.

Global best-selling masterpieces, comics and TV animations continue to dominate the list.

"My Hero Academy" originated from Japanese post-80s author Horue Gengping. Since it was serialized in March 2014, its popularity has been soaring, and it won the first place in "SUGOI JAPAN 2017" in one fell swoop, becoming the most representative Japanese animation work of the year. In 2018, the total sales volume of Japanese comics was defeated, ranking first in recent 10 years.

It is worth mentioning that the novel setting of beautiful style and charming painting make this work have a good strength to capture the hearts of young people around the world. TV animation, which is constantly updated, not only won seven awards of Crunchy Roll animation in the United States in 2017, but also proved its global influence with the bright data that bilibili has accumulated over 100 million broadcasts and Douban scored 9.3 points.

Next generation NO.1, carry the banner of juvenile JUMP sign

"Weekly Youth JUMP" has given birth to many best-selling comics, all from this magazine. My Hero Academy, as a popular masterpiece of its next generation, has succeeded many national romances with its sales volume and word of mouth, and stood firm as a new pillar. The author Horue Gengping was encouraged and affirmed by Kishimoto Masashi (author of Naruto) and Eiichiro Oda (author of One Piece). Among them, whether praised by ODA as "a hero writer with high popularity in the next generation" or encouraged by Kishimoto’s predecessors as "writing with the feeling of defeating pirates and Huo Ying", it has once again proved that My Hero Academy not only attracts worldwide attention, but also successfully attracts the attention of the boss-level idols in the industry and officially takes over the banner of the next generation’s signature masterpiece.

It is worth mentioning that since the theatrical animation of this department was shown worldwide, the response has been extremely enthusiastic. There are more than 1.2 million people watching in Japan alone, and the box office has broken the 1.6 billion yen mark. In North America, the box office ranks among the TOP15 Japanese animated films of all ages. Being able to achieve such a good result shows that not only the cartoon fans are supporting it, but also the passers-by fans who are not so interested in comics, and their awareness of Hero Academy is increasing at an alarming rate.

The theatrical version of My Hero Academy is expected to be introduced to China, and the strongest hero of the next generation will be the first to appear on the big screen, which is worth looking forward to.

Zray,Bo HuangXiuwu

Dance funny

Street dance

A few days ago, a reporter came across Zray and Bo Huang who came to film in a community in Beijing. Pineapple head, tight-fitting shirt and green awl pants, at first sight of Zray’s new human dress, it is really difficult to associate it with the loquacious Liu Xing in "Family with Children"; In contrast, Huang Bo, who has shaved his head, looks honest and dutiful ―― of course, their costumes are purely required by the plot.

Actors dance, learn now and sell now.

One afternoon, when a reporter was walking through a community, he found a lot of people gathered in front of a building. It looked like a crew was going to shoot, so he decided to stop and find out. Just as the car stopped, a black Passat quickly stopped in front of the reporter, and the passenger seat door opened. As introduced at the beginning, Zray, who was well dressed, quickly got off the bus and ran towards the crew. The reporter followed and found that Bo Huang had already been here. Just dressed in plain clothes, he is far less attractive than Zray.

Zray immediately threw himself into the filming after he arrived. According to the reporter’s observation, it seems that they filmed a dance scene that day, but obviously their dancing skills have not yet reached the requirements. Therefore, before the official shooting, a staff member who seems to be a dance designer stood in front of the two people and constantly demonstrated the movements. Several movements took more than ten minutes.

The style in the play was ridiculed.

Zray and Bo Huang shot it. Which play is this? The reporter who rummaged through the information in his head and didn’t come up with a clue had to ask at the scene. It is understood that the play filmed by the two is called "Love Don’t Toss", starring Li XiaoLu, Chen Hao and others. It is a musical sitcom movie, so there are a lot of dancing scenes in the film. On the same day, the crew filmed for a whole afternoon, and it seemed as if they were rushing to work.

According to the reporter’s on-the-spot observation, it is obvious that the burden of being funny in the play falls on Bo Huang again. After the official shooting, Zray danced fairly well, but Bo Huang made all kinds of antics from time to time, which looked so funny that even the residents in the neighborhood could not help laughing.

However, I was probably too impressed with Liu Xing. When Zray appeared in a costume, almost all the residents in the neighborhood showed an expression of disgust for the child star, but on the contrary, they praised Bo Huang. This criticism didn’t stop until the filming knew that Zray was wearing the costume in the play. This shows that modeling can really kill people.

Related information Huacheng Media takes root in the film industry. Zray became a "teacher" at an early age.

Looking for jackie chan broke the record of 4 million movies with the same theme in three days at the box office.

"Love movies to send students to school" Wuxi held Chen Hao fencing Zray dance

　　Xinhua News Agency, Beijing, March 5-Li Keqiang, Premier of the State Council of the People’s Republic of China said in his government work report on the 5th that this year is the year of government transition, and the economic and social development reported earlier in many fields and in all aspects needs unremitting efforts in the future. Here are some key points.

　　(1) Focus on expanding domestic demand. Give priority to restoring and expanding consumption. Increase the income of urban and rural residents through multiple channels. Stabilize bulk consumption and promote the recovery of life service consumption. Government investment and policy incentives should effectively promote the investment of the whole society. This year, it is planned to arrange 3.8 trillion yuan of special bonds for local governments, accelerate the implementation of major projects in the 14 th Five-Year Plan, implement urban renewal actions, promote regional advantages to complement each other and develop their strengths, encourage and attract more private capital to participate in the construction of major national projects and short-board projects, and stimulate the vitality of private investment.

　　(2) Accelerate the construction of a modern industrial system. Focusing on the key industrial chain of manufacturing industry, we will concentrate high-quality resources to jointly promote key core technology research. Strengthen domestic exploration and development of important energy and mineral resources and increase storage and production. Accelerate the digital transformation of traditional industries and small and medium-sized enterprises, and strive to improve the level of high-end, intelligent and green. Accelerate the research and development and application promotion of cutting-edge technologies. Improve the modern logistics system. Vigorously develop the digital economy, improve the level of normalization supervision, and support the development of platform economy.

　　(3) earnestly implement the "two unwavering". Deepen the reform of state-owned enterprises and improve the core competitiveness of state-owned enterprises. Adhere to the direction of classification reform, handle the relationship between economic responsibility and social responsibility of state-owned enterprises, and improve the modern corporate governance of state-owned enterprises with China characteristics. Protect the property rights of private enterprises and the rights and interests of entrepreneurs according to law, encourage and support the development of private economy and private enterprises, support the development of small and medium-sized enterprises and individual industrial and commercial households, and build pro-Qing political and business relations.

　　(4) make greater efforts to attract and utilize foreign capital. Expand market access and increase the opening up of modern service industry. Implement the national treatment of foreign-funded enterprises. Actively promote the accession to high-standard economic and trade agreements such as the Comprehensive and Progressive Trans-Pacific Partnership Agreement (CPTPP), and take the initiative to expand institutional opening in comparison with relevant rules, regulations, management and standards. Continue to play the supporting role of import and export in the economy. Do a good job in the service of foreign-funded enterprises and promote the construction of foreign-funded landmark projects.

　　(5) Effectively prevent and resolve major economic and financial risks. Deepen the reform of the financial system, improve financial supervision, compact the responsibilities of all parties, and prevent the formation of regional and systemic financial risks. Effectively prevent and resolve the risks of high-quality head housing enterprises, improve the balance sheet, prevent disorderly expansion, and promote the steady development of the real estate industry. Prevent and resolve local government debt risks, optimize the debt maturity structure, reduce the interest burden, curb the increase and resolve the stock.

　　(6) Stabilizing grain production and promoting rural revitalization. Stabilize the sown area of grain, do a good job in oil production, and implement a new round of 100 billion Jin of grain production capacity improvement action. Improve the coping mechanism of ensuring supply and stabilizing prices of agricultural materials. Strengthen the construction of infrastructure such as farmland water conservancy and high-standard farmland. In-depth implementation of seed industry revitalization action. Strengthen agricultural science and technology and equipment support. Develop rural characteristic industries and broaden the channels for farmers to increase their income and become rich. Consolidate and expand the achievements of poverty alleviation and resolutely prevent large-scale return to poverty.

　　(7) Promote the green transformation of development mode. Further promote the prevention and control of environmental pollution. We will strengthen the construction of urban and rural environmental infrastructure and continue to implement major projects for the protection and restoration of important ecosystems. Promote clean and efficient utilization of coal and technology research and development, and accelerate the construction of a new energy system. We will improve policies to support green development, develop circular economy, promote resource conservation and intensive utilization, promote energy conservation and carbon reduction in key areas, and continue to fight the battle for blue sky, clear water and pure land.

　　(eight) to protect the basic livelihood and develop social undertakings. Strengthen the construction of housing security system, support the rigid and improved housing demand, and solve the housing problems of new citizens and young people. Promote the balanced development of compulsory education and the integration of urban and rural areas, vigorously develop vocational education, and promote the innovation of higher education. Promote the expansion and sinking of high-quality medical resources and the balanced regional layout. Strengthen the security of old-age care services and improve the policy system of birth support. Safeguard the legitimate rights and interests of women, children, the elderly and the disabled. Do a good job in preferential treatment and pension for military families, retired soldiers and other entitled groups. Prosperity and development of cultural undertakings and industries. Improve the efficiency of social governance. Strengthen production safety supervision and disaster prevention and mitigation. Comprehensively implement the overall national security concept and build a higher level of peaceful China.

For intelligence, endurance has always occupied a pivotal position. Especially in recent years, the increasing frequency and demand of users for mobile phones, and the emergence of large-scale games, live broadcasts and long-term shooting have made endurance an important consideration for consumers when purchasing mobile phones. As we all know, the battery life is affected by many factors, including battery capacity, screen size, CPU performance and usage environment. Large-capacity battery is undoubtedly the cornerstone of battery life. However, high-end configurations such as high-performance CPU and high-resolution screen not only enhance the user experience, but also bring higher power consumption, making it more challenging to achieve long battery life.

Therefore, when choosing a mobile phone, consumers often need to make a trade-off between high performance and long battery life, and it is often difficult to have both, which has become a major problem to be solved urgently in the field of smart phones. However, the series released on October 14 broke this spell and achieved a double leap in ability and endurance. So, how does vivo X200 achieve such "anti-physical laws"?

First of all, we have to mention the flagship chip Tianji 9400 of MediaTek, which was launched by vivo X200 series. The chip adopts the industry-leading 3nm process technology and the second-generation all-core architecture, achieving 41% peak performance improvement and 44% power consumption reduction. This remarkable energy efficiency optimization not only ensures that vivo X200 series provides an immersive and smooth experience in high-intensity game scenes, but also greatly prolongs the endurance of the equipment and brings more lasting and stable performance support to users.

More importantly, the reputations widely circulated in the industry, such as "Tianji adjusts and watches the blue factory" and "Tianji focuses on the blue crystal", have fully proved the technical advantages brought by the cooperation between vivo and MediaTek over the years, and the optimized combination of vivo self-developed technology, blue crystal technology stack and Tianji chip has played a powerful role of 1+1>2. Vivo X200 series also cooperates with the exclusive blue crystal chip technology of vivo, and combines the powerful strength of Tianji 9400 itself to create the strongest comprehensive energy efficiency experience, which further releases the performance and further reduces the power consumption.

For example, Blue Crystal core technologies such as unfair scheduling 3.0 and virtual graphics card 2.0 ensure the fluency of vivo X200 series in more usage scenarios, and the performance is within reach. Vivo and MediaTek jointly defined and designed the unbalanced architecture PMIC to customize the inductance of the chip to improve the discharge efficiency and reduce the power loss. Empowered by various cutting-edge technologies and precise adjustments, the vivo X200 series runs over 3 million points on the platform, reaching a new record high, setting a new benchmark for the performance of Android flagship mobile phones.

In addition, in terms of games, vivo X200 series also brings unprecedented immersive gaming experience to players with the improvement of ray tracing performance of new GPU. For example, "Dark Zone Breakthrough" realized 90 frames +720P full-scene moving light tracing. Not only that, vivo also ensures that the new product has both high image quality, high fluency and low power consumption when the game is running through advanced technical means such as energy efficiency core selection 3.0, game frame insertion and optimization super-score, so that players can enjoy the passion and fun brought by the game without any concerns.

It is not difficult to see that the key to realize the double leap of capability and endurance of vivo X200 series lies in its inherent advantages brought by grasping the correct internal technical route. The deep cooperation between vivo and MediaTek for many years has laid a solid foundation for the closed-loop technology of X200 series from SoC definition, design to R&D and adjustment, and realized the "soft and hard integration" design at the bottom. With the unique algorithm optimization of Tianji 9400 chip and vivo, X200 series has achieved a double leap in performance and battery life, showing the unique advantages that other friends can’t match, perfectly balancing the dual needs of users for high performance and long battery life.

In addition to the powerful chip performance and the adjustment of software algorithms, the vivo X200 series has also achieved a breakthrough in battery life. The energy density of the blue ocean battery supported by the third generation silicon anode technology has exceeded the ceiling of the industry, and the silicon content of about 5% is the balance point between battery capacity and battery life, ensuring the best comprehensive performance of the battery. In addition, the industry-leading semi-solid battery technology has greatly reduced the impact of low temperature on battery life, allowing users to calmly cope with the upcoming winter scene. At the same time, the addition of 50W wireless fast charging technology further improves the charging convenience and meets the daily and long-term game needs of users.

In a word, as a brand-new high-end flagship masterpiece of vivo, vivo X200 series not only continues the leading edge of vivo in Thanos fault in the imaging field, but also realizes comprehensive innovation in performance and battery life. With the deep integration of MediaTek Tianji 9400 flagship chip and vivo self-developed blue crystal technology, and the large-capacity and long-life battery brought by the Blue Ocean battery life system, the barrier between performance and battery life of traditional flagship mobile phones has been successfully broken, and the dual requirements of users for ultimate performance and long-term battery life have been perfectly taken into account. To be sure, with these advantages, vivo X200 series is bound to set off a new upsurge in the market and become one of the flagship mobile phones that attract the most attention in the year.

[China’s GDP figures have been questioned by many parties. Zhu Tian, an economics professor at China Europe International Business School, wrote for Observer. He also agreed that China’s GDP growth rate may be overestimated. However, his research found that the growth rate of China’s per capita GDP and per capita disposable income in the past 30 years, whether using the data of independent scholars and institutions or his own estimation, far exceeded that of all developed countries and most developing countries. The article points out that the rapid growth of China is an economic mystery, which cannot be simply explained by factors such as digital fraud, low base, cheap labor, reform and opening up, and export-driven. This article is one of a series of articles written by Professor Zhu Tian on the mystery of China’s economic growth. Please look forward to the follow-up articles. 】

China is growing faster than any other country.

China’s economy has maintained a high growth rate for most years from 1978 to now, with the average annual GDP growth rate approaching 10% and the per capita GDP growth exceeding 9%, at least according to the official GDP figures. This rate is much higher than the economic growth rate of developed countries.

According to the data of the World Bank, in the thirty years from 1982 to 2012, the average annual growth rate of per capita GDP in developed countries (referring to high-income OECD countries) was 1.86%, while the average annual growth rate of per capita GDP in China was as high as 9.12%, as shown in Table 1. Unless otherwise specified, the growth rate mentioned in this article refers to the actual growth rate after removing inflation factors. )

China’s economic growth faster than that of developed countries generally doesn’t make people feel great. Most readers will say that this is because of the low starting point of China’s economy or the low base of per capita GDP. Economists call this the catching-up effect.

However, do low-income countries have faster economic growth than high-income countries? That was not the case. As can be seen from Table 1, during the thirty years from 1982 to 2012, the average annual growth rate of per capita GDP in low-income developing countries was only 1.38%, which was lower than that in developed countries. The average annual growth rate of middle-income developing countries is only 3.08%, which is much lower than that of China.

As can also be seen from Figure 1, the economic growth rate of a country in the past 30 years has no obvious relationship with the initial level of economic development (measured by per capita GDP). In fact, apart from Equatorial Guinea, a small African country, which became rich rapidly due to the discovery of a large amount of oil in the mid-1990s, China’s economic growth rate was the fastest in the world in the past 30 years, which was 3 percentage points faster than Bhutan, the second fastest growing country, and twice as fast as India.

In other words, China’s economic growth is far faster than that of developed countries and almost all other developing countries, which is amazing!

China’s economic growth in the past 30 years is unanimously regarded as the result of reform and opening up. Although the reform and opening up can be used to explain why China’s economic growth after 1978 is much faster than that before 1978, it cannot explain why China’s economic growth is much faster than that of other developing countries.

In fact, most developing countries carried out market-oriented economic reforms in the 1980s and 1990s. Table 1 also shows that the overall growth rate of developing countries has indeed accelerated in the past two decades, especially in the last decade, the economic growth rate of both low-income and middle-income developing countries has greatly exceeded that of developed countries. But compared with China, it is still a drop in the bucket. Therefore, the rapid growth of China cannot be explained simply by reform and opening up.

Gross GDP may be underestimated.

Is it possible that China’s economy is growing so fast because the growth rate is greatly overestimated by official data? It seems that China’s GDP statistics are full of water, but the problem is not so simple. It is not the same thing that the total GDP has water and the GDP growth rate has water, and the most critical question is how big the water is.

More than a decade ago, a famous American economic expert in China, Roskey, wrote an article questioning China’s GDP data in 1998, pointing out that the official economic growth rate of that year did not match the changes in power generation, which caused great repercussions. In fact, when Premier Li Keqiang was secretary of the provincial party committee in Liaoning, he didn’t believe in the official GDP, but believed in the figures of power generation, railway freight volume and bank loans. The British "Economist" magazine also created a so-called "Keqiang Index" with these three indicators to reflect the macroeconomic changes in China.

As we all know, until recently, China’s GDP figures were an important indicator for evaluating cadres, and local officials had a great incentive to falsely report GDP. The sum of local GDP of all provinces and cities was greater than the national GDP figures published by the National Bureau of Statistics. Therefore, China’s GDP data is almost certainly inaccurate, at least compared with developed countries with more perfect statistical systems.

Although the GDP data may be artificially exaggerated, on the other hand, China’s GDP may also be underestimated by official statistical methods. For example, Professor Wu Xiaoying, a Japanese hitotsubashi university, pointed out more than ten years ago that due to the insufficient coverage of China’s GDP accounting, GDP may be underestimated by at least 10%. Indeed, the added value of China’s service industry has been underestimated for a long time, so that after the first national economic census in 2004, the National Bureau of Statistics raised the GDP of that year by 16.8%, and more than 90% of the extra part was due to raising the added value of the tertiary industry.

Even so, with the development of modern service industry, the added value of the tertiary industry in China still exists the possibility of underestimation. A 2009 report by Asia Research Department of Morgan Stanley (written by Wang Qing and Zhang Jun) pointed out that the official service industry data is too low because the official data underestimates the actual housing consumption and personal medical expenditure. My research with Professor Zhang Jun of Fudan University also shows that the virtual rent of residents’ own houses, as a part of GDP, is greatly underestimated in the official statistics of China, and the underestimated value may account for 4%-5% of the official GDP.

China’s GDP may be underestimated, but China’s GDP growth rate is probably overestimated. There are two reasons for overestimation. The first is that the inflation rate is underestimated, so the actual growth rate calculated from the nominal GDP growth rate will be overestimated. The second is that the GDP in the early days of reform and opening up may have been underestimated, because there was no concept of GDP in China at that time, and the GDP of the year now announced is the result of later estimation; The underestimation of GDP level more than 30 years ago has exaggerated the growth rate of GDP for more than 30 years.

Independent data show that GDP growth rate may be overestimated by 2-3%.

So how much is China’s GDP growth rate overestimated? According to the estimation of Professor Wu Xiaoying and the late Professor Angus Maddison, the annual GDP growth rate of China from 1978 to 2003 was 7.85%, instead of the official 9.59%. Their research has also influenced the processing of China’s GDP data by Penn World Table, which is widely used in academic circles, and this table has lowered the economic growth rate of China.

The Penn World Table was originally compiled by the International Comparison of Prices Program of the University of Pennsylvania according to the survey results of commodity prices in various countries, and now it is a database for comparing real GDP between countries, which is jointly established by scholars from the University of Pennsylvania, University of California, Davis and university of groningen, the Netherlands. The latest version of the data is PWT 8.0.

Table 2 compares the economic growth rates of China and some countries and regions from 1980 to 2010, which are calculated according to Madison’s data. Table 3 shows the economic growth rates of China and some countries calculated according to the data of Madison and Penn World Table respectively. It can be seen that the GDP growth rate of China per capita given by these two sets of data is 2-3% lower than the official result. If we believe that these two sets of data are more credible than the official data, we can still see that China’s economic growth rate is still among the best in the past three decades, far faster than the world average.

Engel’s coefficient calculates the growth rate

Whether in theory or in practice, official GDP and price index data are likely to be falsified, but residents’ consumption structure data is unlikely to be falsified. Below I will use a new method, that is, through the change of residents’ consumption structure to calculate the speed of China’s economic growth.

Generally speaking, with the improvement of a family’s income level, the proportion of food expenditure to total consumption expenditure will decrease. This ratio is called Engel’s coefficient, and this law is called Engel’s law, which was discovered by German statistician Ernst Engle, 1821-1896) in the 19th century. Engel’s law also applies to the national level, that is to say, the proportion of food expenditure of a country’s residents in the total consumption expenditure will also decrease with the increase of per capita income.

　

　

In a study published in 2011, Professor Ancher of the University of Massachusetts in the United States collected Engel coefficients of 207 countries and regions in the world. He divided these countries and regions into 10 groups with the same number of countries from low to high according to the per capita GDP (constant price dollars in 2005) published by the World Bank, and then calculated the Engel of about 20 countries (or regions) in each group. Ancher did not give the per capita GDP range of ten groups in his paper. I added these ten groups of figures in the third column of Table 5, using the per capita GDP data of the World Bank in 1998. The data of 1998 is chosen because the years of Engel coefficient and GDP data used in Ancher are different, and the median year is 1998. Because the constant price of the US dollar is used as the income unit, the choice of which year’s data should not have much influence on the results.

In principle, we can calculate Engel’s coefficient of China from household survey data. In order to facilitate cross-country comparison, the food expenditure of residents in the Engel coefficient defined by Ancher does not include the cost of tobacco, alcohol and dining out; China’s food expenditure includes these three items.

But from the official statistics, we don’t know what these three consumption expenditures were before 1992; After 1992, we only know the consumption data of these three items in the food expenditure of urban residents, but there is no data of rural households. Therefore, we can only calculate the Engel’s coefficient of China’s expenditure excluding alcohol, tobacco and eating out since 1992: 43% in 1992 and 25% in 2012.

Compared with the results in Table 4, the Engel coefficient of urban residents’ consumption in China in 1992 was between the third and fourth income groups, and the corresponding per capita GDP level was about 30% of the country’s, which was about 1040 dollars. In 2012, the coefficient was between the seventh and eighth subgroups, and the corresponding per capita GDP level was about 70% and 30%, which was about 7,400 US dollars.

According to Engel’s coefficient, the per capita GDP of cities and towns in China has increased by about 6 times from 1992 to 2012, with an average annual growth rate of about 10%, which is obviously a very fast speed. Because the income growth of rural residents in China is slower than that of urban residents (about 1 percentage point slower every year), the growth rate of per capita GDP in China is slightly lower than 10%. Of course, because the relationship between Engel’s coefficient and GDP per capita in various countries is not completely constant, there is a one-to-one correspondence. Therefore, the result obtained by using the change of Engel’s coefficient to infer China’s economic growth rate is not very accurate, and it can only be used as a reference when there is no confidence in official figures. Nevertheless, in the past 20 years, China’s Engel coefficient has dropped rapidly, which is equivalent to the level of middle and high income countries. We have reason to believe that China’s economic growth in the past 20 years must be very fast.

Residents’ income is underestimated.

So far, it should be an indisputable fact that China’s GDP has grown rapidly in the past 30 years, but GDP is only an indicator of economic growth, and the growth of ordinary people’s income is an economic indicator that can better reflect people’s living standards. Next, I will use the changes of per capita disposable income (including the net income of rural residents) in household surveys to see the economic growth rate of China. Because the income and expenditure of household survey are not part of the performance appraisal, it is less likely to be artificially exaggerated.

In fact, some studies show that the residents’ income in China may be greatly underestimated, which is more influential than that of scholar Wang Xiaolu. Although the income data of household survey may be underestimated in absolute value, as long as the degree of underestimation does not change much from year to year, the growth rate of household income calculated on this basis will be overestimated or underestimated to a lesser extent. In fact, the income distribution in China is very uneven now, and the proportion of high-income families in household surveys is low, so the underestimation of household income obtained from household surveys may be more serious; More than 30 years ago, the income distribution was relatively equal, and there were almost no high-income people. Therefore, the household sample survey at that time should be more representative than now, and the degree of income underestimation should be lower. Therefore, the real income growth rate is likely to be higher than that calculated from household survey data.

Table 5 shows that from 1982 to 2012, the per capita disposable income in China increased by 50 times in nominal terms, with a compound annual growth rate of 14.01%. However, the consumer price index increased by 5.56% every year during the same period, so the actual growth rate after excluding the price increase factor was 8.45%, slightly lower than the per capita GDP growth rate of 9.12% in the same period.

Of course, the inflation rate in China may be underestimated, so the real income growth may not be as high as 8.45%. In order to avoid using China’s official inflation rate, I first converted RMB income into income in US dollars by using the official exchange rate, and calculated that the per capita disposable income of China in 2012 was US$ 2,640.63, which was 13.63 times that of US$ 193.71 in 1982, so the compound annual growth rate was 9.1%.

That is to say, the income of China residents has increased by 9.1% every year in dollar terms. In the same period, the compound annual growth rate of disposable income of American families was only 3.14%, which was nearly 6% lower than that of China. During this period, the inflation rate of the US dollar was 2.93%, so the annual growth rate of the per capita income of China residents was 6.17%, while that of the United States was 0.21%.

Because China’s RMB exchange rate in 1982 was overvalued, and the RMB exchange rate in 2012 was generally considered undervalued, the growth rate of China residents’ income calculated by the official exchange rate also underestimated the real growth. In addition, according to the RMB exchange rate adjusted by purchasing power parity used by the World Bank, China’s per capita income in 1982 was US$ 200, and in 2012 it reached US$ 4,003, a 20-fold increase, with a compound annual growth rate of 10.5%, and a growth rate of 7.57% after excluding the dollar inflation factor.

Therefore, no matter what data are used, China’s economic growth rate in the past 30 years is second to none in the world. But it should be pointed out that the income growth we are talking about here is an average concept. Because the inequality of income distribution in China has risen rapidly in the past 30 years, from a country with the most equal income distribution to a country with very unequal income distribution, the income growth rate of low-income groups may be far less than the average growth rate.

The rapid growth of China is a mystery.

The growth rate of China’s economy in the past 30 years may not reach 10% per year, and the GDP figures and growth rate in any year are not necessarily reliable. However, from a long-term perspective, the average annual growth rate of China’s economy is still quite fast, faster than almost all countries in the world, and there should be no doubt about this fact.

It is not surprising that China’s economic growth is faster than that of developed countries. After all, the base of China’s economy was originally very low. Although it has grown for so many years, it is still very backward compared with developed countries. But why can China achieve high-speed growth for many years, while most developing countries have slow growth in the same period? This is an important economic mystery that needs to be studied.

There are many superficial explanations about China’s rapid growth. For example, some people say that China’s growth is due to a large number of cheap labor, but all low-income countries have cheap labor, but no country is growing as fast as China.

For another example, the media often see that China’s rapid growth is driven by exports. If exports can drive growth, then developing countries — — Especially small countries — — All countries can achieve rapid growth through exports, and there are not so many backward countries in the world long ago. In fact, as a part of demand, export is not the driving force of long-term economic growth.

The proportion of a country’s exports in the economy depends on many factors and has no direct relationship with the economic growth rate. Although the total export volume of China has ranked first in the world, it does not mean that China’s economy is also the most dependent on exports. The size of China’s economy itself is very large, so it is not surprising that there are many absolute exports. For example, the total export volume of China is only 3.5 times that of South Korea, but the total economic volume of China is 7.3 times that of South Korea, so the dependence of South Korea’s economy on exports is much higher than that of China.

If the dependence of a country’s economy on exports is measured by the proportion of exports to GDP, China’s in 2012 was only 27%, far below the world average. Compared with other countries, China is just an ordinary exporter, and it is not more dependent on exports than other developing countries such as India, Mexico and Turkey. China’s export share is much higher than that of the United States and Japan, but as the two largest developed economies, the export share of the United States and Japan is the lowest in the world. As the domestic added value of China’s total exports is much lower than that of the United States and Japan, if measured by domestic added value, the proportion of China’s export added value in GDP is not much different from that of the United States and Japan.

China is not the first economy in history that has maintained rapid growth for more than 30 years (the per capita GDP has increased by more than 6% annually). Japan, the Four Little Dragons in East Asia and Botswana in Africa have all achieved this. Except Botswana, the top five countries and regions have successively joined the ranks of developed economies. Therefore, China’s growth mystery can also be said to be part of East Asia’s growth mystery.

Will China become a developed country in the foreseeable future, just like Japan and the Four Little Dragons of East Asia? This is a question that needs another article to answer. If you explain the mystery of China’s growth as Chinese’s hard work, Chinese’s cleverness, 5,000-year civilization, reform and opening up and even effective government and national stability, then you should be optimistic about the future of China, because these factors should not change much in the foreseeable future. However, the facts are often much more complicated than these!

　　Authors: Gao Qijie, Director and Professor of Promotion and Innovation Research Center of College of Humanities and Development of China Agricultural University, and Yang Rui, Ph.D. student of College of Humanities and Development of China Agricultural University.

　　The Central Rural Work Conference was held in Beijing from December 28th to 29th. At the meeting, General Secretary of the Supreme Leader emphasized that "from the overall perspective of the great rejuvenation strategy of the Chinese nation, the nation must be rejuvenated and the countryside must be revitalized". It is a long-term task to implement the rural revitalization strategy. Under the new development pattern, the integrated development of rural industries needs to seek breakthroughs and innovations in many aspects, and it is very important to put ideas first. Therefore, rural industrial integration should be based on the advantages of local characteristic resource endowments, correctly understand and respect the laws of agricultural and rural development, promote the "four-chain reconstruction" of industrial chain, value chain, supply chain and interest chain through vertical extension of agricultural industrial chain and horizontal expansion of agricultural functions, realize internalization of external effects, reduce transaction costs, and improve the quality and competitiveness of radiation belt power and industrial development.

　　Extend the industrial chain and promote the upgrading of all links.

　　In recent years, all localities have actively explored and practiced, and the development of rural industrial integration has shown a good trend, but there are still some inevitable problems. Many people unilaterally think that rural industrial integration is the integration of agricultural products production, processing and sales services, and they lack sufficient understanding and understanding of the economic, cultural, social and ecological functions of agriculture, so the degree of development of various functions of agriculture is not high. In the process of rural industrial integration, there is a lack of market-oriented and influential agricultural products development and brand building, which limits the industrial integration, especially the integration of processing industry and rural tourism. In the future, it is necessary to promote the vertical extension and horizontal function expansion of the industry.

　　First, we must promote the vertical extension of industrial development.Rural industrial integration should respect the laws of rural development and agricultural production, aim at consumer demand, and steadily develop basic industries such as agriculture, forestry, animal husbandry and fishery. On this basis, we will extend the rural industrial chain, develop industries with market demand and local advantages such as food processing, textile processing, biomaterials and clean energy, open up the production end, circulation end and consumption end of the industrial chain, drive industrial adjustment and upgrading, enable farmers to share non-agricultural income nearby, fully mobilize farmers’ initiative, enthusiasm and creativity, and guide farmers to actively participate in modern agricultural production and improve rural labor productivity.

　　Second, we must promote the horizontal functional expansion of the industry.By aggregating resource elements, we will expand the multiple functions of agriculture, develop "internet plus Modern Agriculture" and green eco-cycle agriculture, promote the integrated development of agriculture, tourism, culture, education and other industries, actively cultivate new formats such as cultural tourism, recreation and special folk customs, stimulate the endogenous development momentum of rural industries, and broaden the channels for increasing agricultural income and efficiency. For example, by activating village resources and village culture, we can promote the development of "agricultural tourism, cultural tourism and business tourism", make the countryside a place suitable for living and traveling, fully integrate "agricultural products entering the city and citizens going to the countryside", effectively expand the consumption market of villagers’ lodging and farmhouse catering, and create more economic benefits.

　　Enhance the value chain and realize the appreciation of the whole chain.

　　At present, a series of activities such as production, processing and sales are still relatively lacking in integration and interaction with external technologies and resources. At the same time, the connection between upstream and downstream is not flexible and dynamic, and the added value of products is low, so it is easy to ignore the analysis and satisfaction of customers’ potential needs. Therefore, it is necessary to promote technological innovation in the whole chain and product innovation in all links, accelerate the upgrading of equipment, processes and products, achieve high quality in the whole process and upgrade the whole chain, and give full play to the "multiplier effect" of rural industrial integration.

　　First, we must promote technological innovation in the whole chain.The popularization and application of emerging technologies have strong externalities and spillover effects, which are helpful to promote the optimal allocation of production factors and the transformation of production methods, and realize the intensification, informationization and intelligence of production. On the one hand, we should strengthen agricultural technology research and development. Promote the application of modern information technologies such as Internet of Things and cloud computing in the whole industrial chain, improve the level of integration and interaction between agricultural technology research and development and agricultural production, food processing, biomaterials and other industries, meet the diversified needs of the market, and comprehensively upgrade the value chain. On the other hand, we should attach importance to agricultural technology popularization. Deepen the reform of agricultural technology extension system, adhere to demand-oriented agricultural technology extension, provide agricultural technology services with strong applicability and high matching for different departments and diversified agricultural business entities, accelerate the spread and diffusion of technology in the whole agricultural industry chain, improve the adoption rate of agricultural technology, and promote the transformation of agricultural technology into efficient practical productivity.

　　Second, we must promote product innovation in all aspects.Carry out the activities of "improving quality and increasing efficiency" of agricultural products, dig deep into the diversified value of agriculture, and promote the synergy and simultaneous appreciation of the primary, secondary and tertiary industries. First of all, solve the problems of "what to plant" and "what to raise". Guided by market demand, improve the planting structure, enrich the varieties, build a standardized system of agricultural production, strictly standardize the production process, ensure the quality and safety of agricultural products, and increase the production of high-quality agricultural products that are in short supply in the market and marketable. Secondly, solve the problem of "what to process". It is necessary to promote the deep processing of agricultural products, carry out grading packaging and grading pricing, standardize storage, extend storage time, reduce storage losses, and maximize the added value of agricultural products. Finally, solve the problem of "what to sell". Rural industries should build high-quality characteristic agricultural products brands in a planned and phased manner and sell safe and high-quality agricultural products.

　　Optimize the supply chain to meet the demand of product supply and marketing

　　Rural industries are mostly located in remote areas, with high logistics costs, and agricultural products are faced with the dilemma of "the fragrance of wine is also afraid of the depth of the alley". Therefore, rural industrial integration urgently needs to open up the supply and demand chain, expand sales channels, save circulation costs, and achieve effective docking of production and marketing.

　　First, we must improve infrastructure and improve the comprehensive supporting service system.First of all, efforts should be made to improve the rural transportation network. "All roads lead to prosperity", it is necessary to build rural transportation facilities, smooth the circulation and sales channels of agricultural products, and promote the transformation of resource advantages into competitive advantages. Secondly, promote the logistics construction project of "cold chain storage", speed up the cold chain facilities and standardization construction of agricultural products and food, effectively solve the problems of product preservation and storage, and reduce transportation costs and process losses. Thirdly, improve the rural logistics service system, promote strategic cooperation with logistics enterprises, constantly promote the improvement of comprehensive service systems such as warehousing and transportation in various places, solve the problems of high logistics cost and slow delivery speed, and realize the "smooth flow of goods" of products.

　　Second, we must connect production and marketing resources and build digital sales channels.In the process of rural industrial integration, we should rely on the enterprise platform and integrate local enterprises, cooperatives and other resources to explore the formation of an agricultural supply chain system that integrates the production, processing and circulation of agricultural products into one. At the same time, accelerate the construction of agricultural supply chain information platform, deepen the application of big data in agricultural production and operation, share information such as policies, markets and finance, effectively open up supply and marketing information channels, create online and offline sales channels for agricultural products, and promote agricultural products to accurately connect with the vast consumer market.

　　Improve the interest chain and realize the sharing of development achievements.

　　At present, the construction of interest linkage mechanism of rural industrial integration needs to be strengthened. There are differences in the ability of farmers, farmers’ professional cooperatives and leading enterprises to obtain information and win policy support, and the distribution model of rights, responsibilities and benefits is not clear enough. General Secretary of the Supreme Leader pointed out that it is necessary to accelerate the development of rural industries, conform to the law of industrial development, base on local characteristic resources, promote the development and growth of rural industries, optimize the industrial layout, improve the interest linkage mechanism, and let farmers share more value-added benefits of industries. Therefore, it is necessary to build an effective interest linkage mechanism, stimulate the vitality of multiple subjects, and form a development pattern of complementary advantages and risk sharing.

　　First, we must build a multi-form interest linkage mechanism.Rural industrial integration should deepen the understanding of interest linkage mechanism, pay attention to the demands and needs of multiple subjects, and let all subjects share the value-added benefits of the whole industrial chain. First of all, we should innovate the interest linkage mechanism of "order agriculture". Encourage leading enterprises, e-commerce companies and other industrial and commercial capitals to sign agricultural products purchase and sale contracts with farmers and farmers’ professional cooperatives, transform rural development formats with big data, improve the scale and organization level of agricultural products supply, enhance the sustainable supply capacity of agricultural products, increase the return of profits, and maintain stable cooperative relations. Secondly, encourage the development of joint-stock cooperative interest linkage mechanism. We will carry out voluntary participation of farmers in land management rights and idle farm houses to develop agricultural industrialization, promote various forms of joint-stock cooperation among farmers, farmers’ cooperatives, village collectives and leading enterprises, and promote "guaranteed income+dividend by shares" to tilt the income distribution ratio to farmers.

　　Second, we must stimulate the vitality of multiple subjects.For farmers, it is necessary to let farmers create and share the value-added benefits of industrial chain and value chain more directly, protect their legitimate rights and interests, and reduce their insecurity caused by "fear of loss". For industrial and commercial enterprises, it is necessary to improve their expected benefits, smooth the channels of information disclosure, reduce the uncertainty caused by "information asymmetry", improve their enthusiasm for investment, and give full play to their leading role in technology, information and management. For grass-roots governments, efforts should be made in "soft power" to create an efficient and clean political ecology, maintain a fair market environment, mobilize the enthusiasm of administrative personnel, play the role of organizer, coordinator and server, and give full play to its role as a link between farmers and industrial and commercial enterprises. In addition, government departments should communicate and coordinate effectively, form a joint force, promote the formation of a joint management and interactive co-construction mechanism, better guide the integrated development of rural industries, and achieve agricultural efficiency and farmers’ income.