What did Han Han want to do with the hodgepodge of "Riding the Wind and Breaking the Waves"?

Poster

    1905 movie network news After the recent announcement of the Olympic beautiful woman reporter Xiong Li, the new generation of actresses and the son of the famous Chinese director Li An Li Chun to join the new work, director Han Han once again released a big move today: confirming Peng Yuyan’s participation in "Riding the Wind and Breaking the Waves" – this blockbuster news instantly aroused a thousand waves of heated discussion among netizens, exclaiming that Han Han actually has such a "killer".

    From finding another way to announce the behind-the-scenes lineup first, to singing and songwriter Li Ronghao’s singing and excellent performance, and then to the grand debut of Golden Eagle Muse Zhao Liying, and then teaching Yi Xiaoxing and Xiong Li and other network celebrities to participate in the performance, and finally to the grand finale of the son of the director, Han Han’s process of announcing the actors this time can be described as ups and downs and step by step shocking, unexpected and surprising, itself is a good table of dinner, a good game of chess, a big play.

    With the 12 people announced so far, Han Han has become a chef and served a cross-border "hodgepodge" – a cast that includes movie actors, TV actors, singers, internet celebrities and sports journalists, plus his two pet dogs.

    Next, I will introduce each dish in order and guess the intention of Chef Han Han.

Deng Chao

    Deng Chao, who is now an actor, film director, variety show MC, and investment producer, has long been waiting for his works to prove his acting skills and plasticity, and has received corresponding awards and nominations.

Last year, Deng Chao, Duan Yihong and Guo Tao won the Golden Goblet Best Actor "Three Yellow Eggs" for their wonderful performances at the Shanghai Film Festival

    This time, Deng Chao will play the role of race car driver Xu Tailang, believing that this role will bring Han Han’s own shadow and growth experience, which is undoubtedly expected. As a popular appeal and acting role, he will bear the brunt of the "Riding the Wind and Breaking the Waves" cast list.

Dong Zijian

    He Luhan, Wu Yifan, and Yang Yangtong were named "the four post-90s students" by Taiwan’s ETtoday website and Malaysia’s World News. This was enough to prove Dong Zijian’s high popularity. However, his debut was due to many awards and nominations. Last year, he was nominated by the Golden Horse Best Actor, and his acting skills were enough to get rid of the other three students. N streets.

Dong Zijian was much praised

    The appearance of Dong Zijian, who is popular and powerful, seems to have locked in the literary and artistic atmosphere of the movie in advance, and is likely to follow the model of setting Deng Chao and his double male protagonist. From the age analysis, it is also very likely that there will be a father and son confrontation in the movie.

Li Ronghao

    Since the album was nominated for five awards at the 25th Golden Melody Awards and won the Best Newcomer Award in one fell swoop, the mainland singer-songwriter who is reminiscent of Jay Chou from looks to talent to popularity has now been upgraded to a music producer.

Li Ronghao won the Best Newcomer Award at the 25th Golden Melody Awards

    Li Ronghao, who was electrocuted for the first time in "Riding the Wind and Breaking the Waves", will presumably attract the curious attention of fans and turn it into a real box office, and will also be able to arrange all the soundtrack creation and singing of the film.

Jin Shijie

    As the grandson of the former Kuomintang Central Committee, he is one of the important theater promoters and core creators in Taiwan, as well as a pioneer and a hall-level representative. He has excellent speaking skills and superb performance skills, and is known as the "Eternal Jiangbin Liu" by movie fans. Teacher Jin Shijie has cooperated with Yang Dechang, Wang Jiawei and other major directors many times, and his works are familiar to mainland audiences. He also won the Best Supporting Actor at the Beijing Film Festival this year for his outstanding performances.

In, Jin Shijie plays Zheng Shanao

    Even the wrinkles in the corners of the eyes on the poster can see the acting skills of the old actor Jin Shijie, who will undoubtedly be used as the "Sea God Needle" for the performance of "Riding the Wind and Breaking the Waves", which is enough to make the audience look forward to the "drama" between the powerful actors in this movie.

Zhao Liying

    Zhao Liying, as a popular flower, has broken the definition of a beautiful and cute girl with the reverse role of Liuli in the movie that subverts the sweet image, and this year can be called its screen harvest year, a record-breaking "Flower Thousand Bones" and a super popular "Old Nine Doors" both won awards, and let it be crowned Golden Eagle Muse.

In, Zhao Liying plays the traitor Liuli

    As a popular and the first female cast to appear, Zhao Liying is almost certain to be the heroine of "Riding the Wind and Breaking the Waves". In Han Han’s last work, Wang Luodan’s stunning glimpse, Yuan Quan’s free and easy, and Chen Qiaoen’s intellectual gentleness all left a deep impression on the audience. This time, the performance of the Golden Eagle Muse is undoubtedly expected.

Zhang Benyu, Professor Yi Xiaoxing

    Then came the "never expected" time – as one of the leading actors of Wanhe Tianyi, whether it is Liu Bei, the hero of the Three Kingdoms, or Duan Zhengchun, the giant of the Tianlong, Zhang Benyu can inject just the right "cute" element into his image through his own interpretation; and from the most popular original author on the Internet to the comedy director, Professor Yi Xiaoxing always seems to be able to grasp the laughs and pulse of the generation that has grown up on the Internet.

Han Han also starred as a white dragon horse in a big movie

    As the royal cameo of Han Han’s film, Bai Ke and Kong Lianshun appeared in "Future Meeting", and it is not uncommon for Zhang Benyu and Professor Yi Xiaoxing to appear in "Riding the Wind and Waves".

Madagascar, period

    It’s time for cute dogs! Madagascar became famous for starring in "Future Meeting Indefinite", contracting the biggest attraction of the entire movie, and became a "generation superstar" in the pet industry; the other Han Han’s dog who appeared with Mada happened to be Mada’s "love rival" for many years, and there were even rumors that said: "Han Han once wanted to play the role of Mada in" Future Meeting ", but he had no choice but to give up because his golden fur was too similar to the desert." And the relationship between the name of the period "period" and "Future Meeting Indefinite" seems to confirm this statement.

Chen Bolin and Madagascar in "The Future"

    The two dogs had previously conducted several rounds of act cute index contests on Weibo, and this time they met again in the movie. Who has more scenes, more popularity, and better acting skills? The answer can only be revealed when the movie is released.

Gao Huayang

    As Han Han’s racing teammate, a joke launched the acting career of the trophy-winning racer – Gao Huayang’s role as Hu Sheng in "Infinite Future", although the role is not large, its "inexplicable disappearance" in the film is very impressive. "Where has Hu Sheng gone" has also become one of the important plots that fans and friends have discussed and deciphered after watching the movie.

Gao Huayang, Feng Shaofeng and Chen Bolin in The Future

    In this "Riding the Wind and Breaking the Waves", Gao Huayang "came out of the mountain again". Whether to play the ticket or officially step into the road of interpretation is still unknown.

Xiong Li, Li Chunai

    The beautiful sister flower is on the scene! Xiong Li, a sports reporter, randomly interviewed a young handsome guy in the auditorium of this year’s Olympic Games, but unexpectedly it was Wu Minxia’s boyfriend. This sudden situation quickly made Xiong Li popular on the Internet and was called the most beautiful female reporter in China’s sports world. Another actress, Li Chunai, graduated from Nortel and starred in the convenience store girl who was kidnapped in 2015. She also played with Lin Gengxin in the hit TV series "Zhao Zilong" in the first half of this year.

At the Rio Olympics, Xiong Li accidentally interviewed the boyfriend of diver Wu Minxia

    Although Xiong Li’s participation in "Riding the Wind and Breaking the Waves" as an Internet celebrity live streaming host has caused a lot of controversy, the saying goes that "three women have one play" makes us expect Zhao Liying, Xiong Li and Li Chunai to recreate or even surpass the beautiful memories brought to us by Chen Qiaoen, Wang Luodan and Yuan Quan in "The Future Will Be Indefinite".

Li Chun

    In recent years, Li Chun has mainly developed in Hollywood, and he has made guest appearances and also participated in the blockbuster film "Billy Lynn’s Halftime War" directed by Li Ang. Recently, Li Ang took his son to promote all over the world, and revealed that his personality is very similar to his own, and he has a hard-working and hard-working personality. Li Chun also received language and martial arts training in Beijing and Taiwan, and will tilt the focus of his future career entirely to the domestic. Every time he is discussed with his father Li Ang in the media, Li Chun accepts it calmly: "I can’t control this. So, I can only continue to act and accumulate works, hoping to find my identity." And since the age of two, he has been making cameo appearances, and after being honed in many works, he has also been admitted by his mother, "He is very talented, and after so many years of hard work, he has finally achieved something."

Li An and his son Li Chun

    Choosing Han Han’s "Riding the Wind and Breaking the Waves" to cooperate with a group of excellent Chinese actors must be the result of Li Chun’s deliberate consideration. He hoped that he could absorb more acting experience and familiarize himself with the domestic film and television environment. Han Han, on the other hand, could use this opportunity to promote future cooperation with director Ang Lee while leveraging the novelty of the domestic audience towards Ang Lee’s son.

Peng Yuyan

    Peng Yuyan has a handsome appearance, a healthy image, and youthful vitality. He can be fresh before and after the moon, and he can also fight hard with his blood. Not long ago, the main melody blockbuster relied on perfect word-of-mouth to counterattack all the way in the National Day file, and finally received 1.10 billion high box office, breaking the box office record of Chinese police and gangster films. As the lead actor, Peng Yuyan successfully created Fang Xinwu, a iron-blooded tough man, in "Mekong Action", which won praise and screams from countless fans. From Ashin, who challenged gymnastics in 2011, to Lin Siqi, who was determined and unbreakable in 2013, to the inspirational driver Qiu Ming in mid-2015, and Li Jiajun, the "fallen police officer" in this summer, Peng Yuyan relies on these characters to break everyone’s stereotypical impression of him, and has become a strong acting school that strives to create a plump three-dimensional and memorable character.

Peng Yuyan in "Operation Mekong"

    Peng Yuyan’s joining not only adds to the appearance of the entire cast, but also symbolizes the determination of "Riding the Wind and Breaking the Waves" to impress the audience with strength. And with Peng Yuyan’s thriving development momentum and explosive popularity, it obviously increases the confidence and guarantee for the box office of "Riding the Wind and Breaking the Waves".

    Okay, the above is the latest dish of Chef Han Han carefully interpreted by Xiao Dianjun for everyone – "Riding the Wind and Breaking the Waves" is stewed in a mess. I wonder if the guest officials are still satisfied?

Lawyer interprets rap, B You circle war; Jay Chou loses case against NetEase

Text/Nuocheng Game Method, Zhu Junchao, Chen Jie

01

"Love and Deep Space" posted a reply.

Rap Circle and B You Circle Spark Controversies

On August 26, singer Peckert released a rap video, the content of which was taken from the game "Love and Deep Space". The lyrics "diss" the Otome game, which mentions "all edging and greasy, let children who are not adults play adult games". Peckert said in the release of the song that the song is only for minors who play the game and the age review system of some unscrupulous manufacturers.

That night, the official Weibo of the "Love and Deep Space" game issued a statement, claiming: "The forensic work has been completed, and the infringement and insulting behavior of Parker, whether it is the game itself, the game characters or the players, will not be tolerated or accepted, and will be pursued to the end. See you in court."

Nuocheng comments:

When insulting or defamatory content is published against a game, the game company may take the following measures to safeguard its reputation.

First of all, game companies can choose to protect their rights through litigation, or choose non-litigation channels such as complaining to the information release platform, reporting to the Cyberspace Administration of China, and sending a letter to the infringer.

Secondly, if the company wants to take litigation measures to protect its rights, it should promptly fix the account information of the infringer, the infringing content and its release time, broadcast volume, number of comments, number of forwards, etc., as well as the messages and feedback from netizens, in order to prove the existence, scope and severity of the infringement.

Furthermore, after the infringement is discovered, a statement should be issued as soon as possible to indicate the company’s position and attitude. This can not only stop the further spread of the infringement in a timely manner, but also convey the company’s determination to safeguard its own rights and interests to the infringers and players, reduce the adverse effects caused by the infringement, and appease the players’ emotions.

Finally, sort out the corresponding evidence and file a lawsuit with the court in a timely manner to safeguard their own rights and interests. In addition, by sending letters and other means, the information release platform can be required to disclose the real-name information corresponding to the infringer’s account, so that the game company can grasp the party information required for prosecution.

02

Jay Chou loses the lawsuit: game lottery to give away albums

Does not constitute unfair competition

Recently, Jay Chou and Jewell Music Co., Ltd. sued Guangzhou NetEase Computer Systems Co., Ltd. and other related entities (hereinafter referred to as "NetEase") in the case of 2nd-round Moderation, upholding the original judgment of the first instance.

The case originated because in July 2022, Jay Chou released his new album "The Greatest Work" after a lapse of six years, and NetEase’s "World 3" game gave Jay Chou digital albums and concert tickets in a lottery on Weibo. Jay Chou and Jewell Music Co., Ltd. sued NetEase for unfair competition.

In December 2023, the court ruled in favor of NetEase and rejected all claims including Jewell’s 2.05 million yuan claim.

The court of first instance held that:

1. "World 3" forwards the lottery to give Jay Chou’s digital album and other activities through Weibo, which is a conventional non-profit publicity method and will not mislead the public into thinking that Jay Chou has an endorsement relationship with him;

2. Making elements of Jay Chou’s new album as game props is essentially used as a redemption certificate and restricts the participation of old players. It does not have the nature of attracting new traffic and making profits, and does not constitute unfair competition.

3. The use of Jay Chou’s name in the lottery Weibo is a fair use to indicate the source of the prize, and there is no evidence to show that it caused harm to the plaintiff. The court held that the public had sufficient judgment to distinguish such interactive marketing activities from endorsement, so the behavior of "World 3" did not constitute unfair competition.

First of all, game companies can enhance the appeal of the event by mentioning giving away celebrity albums and extracting concert tickets in user feedback activities, but they need to ensure that the content of the prize promotion is clear and does not mislead the public.

For example, in this case, "World 3" made it clear that the prize was Jay Chou’s new album, rather than making the public mistake Jay Chou for its product spokesperson.

Secondly, when designing promotional activities, it is necessary to pay attention to the purpose and nature of the activities, especially when it comes to the use of third-party intellectual property or celebrity rights, and ensure that the activities are not designed to improperly use the goodwill or influence of others to attract new users and increase profits, but only as a welfare measure to reward existing users.

For example, the risk of unfair competition can be reduced by limiting the conditions for player participation, such as in this case limiting the participation of veteran players above level 20.

03

Sword Art Online: Swordsman in Black,

The game company was ordered to compensate players for their losses

Recently, the Beijing Internet Court has announced ten typical cases of service protection and new quality productivity, including an infringement dispute caused by the outage of online games.

The plaintiff, Cheng XX, a player of "Sword Art Online: Swordsman in Black", has two accounts for the game and has accumulated a recharge of nearly 430,000 yuan. In October 2019, the game operator issued a game outage announcement and said that it would transfer 5% of the total historical recharge of gamers to other games as compensation.

Subsequently, Cheng Moumou sued the operator to the court for economic losses and mental damages. The defendant argued that it was not at fault for suspending the game, and had compensated the players and was not liable for infringement.

After trial, the court held that virtual property such as currency and props in the game were protected by law. The defendant unilaterally stopped the game and disposed of the player’s virtual property without the consent of the player, resulting in the loss of the player’s property. He was subjectively at fault and should bear tort liability.

However, since the game virtual property involved in the case was not an item of special personal significance for the plaintiff, and the plaintiff did not suffer serious mental damage, the court rejected his claim for compensation for mental damage.

Finally, the court decided that the defendant should compensate the plaintiff about 36,000 yuan and interest according to the way to obtain the virtual property of the game and the remaining assets in the account when the game was suspended.

This case not only makes it clear that when there is no special provision in law, the tort liability of online virtual property should also apply the principle of fault liability; at the same time, it also further refines the compensation standard for infringement of online game virtual property, providing reference for the handling of similar cases.

Specifically, according to the method of acquisition and usage, online virtual property can be divided into two categories:

The first category is recharge virtual property, that is, the unused game currency and game items that the player directly obtains or exchanges after recharging through legal tender. For such virtual property, since the player has not yet enjoyed the rewards brought by the property when he suffered a loss, the game operator is obliged to return the RMB amount corresponding to the remaining virtual property.

The second category is non-recharge virtual property, that is, virtual property obtained by players during the game, such as task rewards, level drops, etc. For such virtual property, the compensation amount for the loss of virtual property should be determined as appropriate, taking into account factors such as the source and difficulty of obtaining the property, the fun generated by players in consumption, and the length of time they enjoy services.

Game grape recruitment content editor,

Hubei cities and counties: Intercity shuttles, buses, and taxis begin operations

  According to the latest notice of the provincial COVID-19 epidemic prevention and control headquarters, low and medium-risk areas in the province are allowed to gradually resume public transportation travel. From March 13 to 14, the reporter visited and found that Xianning, Yichang and other places have gradually resumed public transportation such as passenger lines, buses, and taxis under the premise of strictly doing a good job in epidemic prevention and control.

  Xianning 2 places to carry out "point-to-point" transportation

  Escort migrant workers back to work

  On the morning of March 14, a bus was parked at the entrance of the city terminal in Tongcheng County, Xianning City. After the staff took the temperature one by one, 43 people boarded the bus. According to the introduction, these people are all migrant workers who returned to Yiwu, Zhejiang Province. Under the organization of local transportation, human resources and social security departments, they took a special car to return to Yiwu.

  The relevant person in charge of the Human Resources and Social Security Bureau of Tongcheng County said that the county is a large labor export county. In order to help migrant workers who are stranded at home and hold the Hubei health code "green code" return to work as soon as possible, the government department has adopted a "point-to-point" "one-stop" delivery service under the premise of ensuring that the epidemic prevention and control measures are in place. This is the first batch of escorts, and then a unified health review will be carried out to prepare relevant travel documents for the returning migrant workers, and the travel of personnel will be organized in batches.

Migrant workers in Tongcheng County take their temperature before boarding the car

  According to the relevant person of Tongcheng County Chengfa Public Transport Group, in order to ensure safety, the full load rate of the bus does not exceed 50%, the passengers are scattered and the vehicles are fully disinfected. All personnel must wear masks throughout the process.

  Coincidentally, Xianning Chibi City Passenger Station has opened a "point-to-point" bus from Chibi to Yueyang, with a single fare of 40 yuan.

  According to the relevant person of Chibi City Transportation Management Bureau, as a low-risk area, Chibi is also a large county (city) exporting labor services, and most people work and do business in Guangdong and Zhejiang; considering the problem of insufficient transportation capacity, after communicating with Yueyang, Hunan, from March 13, the bureau will send migrant workers who hold Hubei health code "green code" to Yueyang High-speed Railway Station in batches, where they will transfer to high-speed rail for travel.

  It is reported that the county has put in 17 buses and disinfected them strictly according to regulations. The last row of seats is set up as a temporary isolation area, and the full load rate is controlled within 50%. Each passenger takes the temperature before entering the station and wears a mask throughout the process. At present, the county has transported more than 200 migrant workers to Yueyang High-speed Railway Station "point-to-point".

  In addition, Qianjiang City has also adopted the form of chartered buses, transporting 72 migrant workers "point-to-point".

  Hubei has gradually resumed public transportation in many places

  At 15:00 on March 13, four buses departed from Yichang Bus Passenger Transport Center Station at the same time, and were sent to Xingshan, Zigui, Yidu and Wufeng respectively. This was the first batch of intercity buses that Yichang Transportation Group had opened after gradually resuming traffic operations.

  On March 14, some taxis in Yichang were put into operation, and the number of people going out gradually increased. On the same day, approved by the Yichang epidemic prevention and control headquarters,Yichang City has resumed intercity shuttles from the urban area to eight counties and cities.

Yichang passenger station

  Wang Yanbing, general manager of the Road Passenger Transport Division of Yichang Transportation Group, introduced that on the 13th, 9 intercity shuttles were sent from Yichang City to 4 counties and cities; on the 14th, 48 intercity shuttles were sent, with an average of 6 trips per county and city (3 trips each), and a total of about 2,000 passengers were sent. The company expects that the number of intercity trips will increase to 60 on the 15th.

  Wan Pingyuan, the head of the road detachment of the city’s transportation bureau, said that Yichang City is gradually restoring the city-to-county intercity shuttle bus. At present, the number of vehicles in operation is about 20% of the usual. Passengers make reservations on the "Yichang Delivery Passenger Transport" WeChat official account, buy tickets with real names, and scan the code to verify boarding. After boarding the bus, they sit apart and wear masks throughout the process. Vehicles are not allowed to drop off passengers on the expressway. However, the intercity shuttle bus is only allowed to flow from the urban area of Yichang City to the urban area of each county, and between counties and cities.

Yichang passenger station

  In addition, all counties and urban areas in Yichang have gradually resumed urban and rural shuttles (buses) and village buses, but the number is significantly reduced than usual. On the first day of operation, there were not many passengers.

  In terms of buses and taxis, as of 15:00 on March 14, Xiangyang, Huangshi, Shiyan, Xiantao, Qianjiang and other places have gradually resumed bus operations, and a total of 132 bus lines have been restored, including 47 in Shiyan, 39 in Xiangyang, and 21 in Daye. Yichang, Shiyan, Qianjiang and other places have gradually resumed taxi operations, operating more than 2,700 vehicles.

  The relevant person in charge of the Provincial Transportation Department said that at present, all localities have formulated a plan to gradually resume public transportation travel. In the next few days, in addition to Wuhan, more cities and counties will gradually resume public transportation travel, and there will be more "point-to-point" and "one-stop" vehicles to escort migrant workers back to work.

  More news > >

  Wuhan: Customized bus transfers for returning personnel

  On March 14, it was learned from Wuhan Public Transport Group Economic Development Company that according to the "Reply on Matters Related to Supporting the Resumption of Work and Production of Employees in Wuhan Development Zone (Hannan District) " of the Wuhan Municipal Headquarters’s Transportation Security and Environmental Remediation Group, on the same day, the company organized the first batch of 23 special buses and 23 drivers for the "customized special car" commuting rehearsal for units and enterprises in the two administrative areas of the Economic Development Zone (Hannan District) and Hanyang District. From March 16, it will officially provide orderly and smooth commuting services for the return of some enterprises.

  The company designs the travel routes and stops required for the next day according to the specifications one day in advance. If each line has 10 people, a special car can be reserved successfully, and the upper limit of each car is 50% of the limited number of passengers. The vehicle dispatcher of the bus company reasonably arranges the special car to wait for passengers at the designated station according to the number of reservations and the appointment time. During the commute, the company assigns volunteers to accompany the car to verify the identity and health status of the passengers. Customized services not only eliminate the process of getting on and off the bus halfway through, but also ensure that the people in the car are fixed and single, and realize that the stop of the commuter special car and the start of the shift time are "customizable".

  The first batch of 23 commuter cars resumed work strictly according to the requirements. The 23 drivers are mainly personnel who have served medical care and supermarket commuter lines in the early stage. Through the "actual combat against the epidemic" in the past few days, they have rich experience in vehicle disinfection, passenger identity investigation, and their own health conditions. Drivers participating in the operation sign a "Safety Commitment" and complete physical and mental condition tests before leaving the car. During the operation, the vehicles are required to be "disinfected one after another". Drivers wear their own protective equipment strictly, ensure that the car is fully ventilated during driving, and arrange seats for passengers at a safe distance to ensure the safety of the car environment and ride to the greatest extent.

House prices are confusing, and the "swinging family" camp is divided.

Topic: picture channel

  


  Although house prices have been "hitting new highs", the enthusiasm and noise of the property market have obviously cooled down, and the wait-and-see mood of buyers has been aroused unprecedentedly. Liu Yulian painted


  In late September, a series of new real estate policies were introduced, which gave a strong medicine to the property market that was boiling oil. With the introduction of regulatory combination boxing, the "swinging family" mentality of the property market began to divide. Some people took the opportunity to enter the market, some people held money and waited and saw, and some people were waiting for the house to rise. Between the games, the property market is complicated, and the trend of property prices is still confusing.


  "Group Buying Family": Re-emerging from the Jianghu


  As the weight of buyers on the balance of buying and selling began to increase, group buying that disappeared during the skyrocketing property market began to reappear.


  After the successive regulation of the New Deal, the property market not only failed to welcome the expected "Golden September and Silver 10", but entered hibernation ahead of schedule. The wait-and-see attitude of buyers has increased, the transaction volume of the property market has shrunk sharply, and the mentality of developers who can live in strange goods and hoard houses has also undergone intriguing changes. Some real estates have begun to launch hidden concessions or promotional activities, and the amount of real estate advertisements in newspapers has increased sharply.


  Correspondingly, the weight of buyers in the balance of buying and selling began to increase. When the house price soared, there was once a phenomenon that the sales office was "difficult to enter and ugly". However, since September, buyers have begun to speak boldly, and some small and medium-sized developers have extended olive branches, and "property market group buying" has reappeared.


  On November 5th, a real estate in Pukou, Jiangbei, Nanjing, launched a large-scale group purchase activity. The developer took out 85 suites and gave 100 yuan to 250 yuan/square meter discounts according to different areas and payment methods. The average selling price of these houses was therefore lowered to about 4,300 yuan/square meter. On November 10th, another large building in Jiangbei, which is more than one million square meters, organized a large-scale group purchase activity. The developer drove the group purchase car to Xinjiekou in the city center, and all the members present were given gifts and provided free afternoon dessert tasting. What’s more remarkable is that "group buying shops" have appeared for the first time in Nanjing. A project claims that as long as it becomes a member, it can enjoy a minimum discount of 1% during the subscription period, and those who successfully subscribe on the official opening day of the first phase of the shop will also enjoy other discounts.


  A developer said privately that the duration and depth of this round of regulation is still difficult to say, and the property market will enter a "frozen period" in the short term. In order to complete the sales task and withdraw funds before the end of the year, group buying and other promotional methods are still very attractive to some buyers who have rigid demand but wait-and-see psychology.


  The change in the attitude of developers has received a positive response from buyers. At the "Nanjing Owners’ Union" in xici, some netizens posted a message soliciting citizens to form a group to buy houses, and the first batch of three properties were launched. After the netizens signed up, the sponsors could talk with the developers about the preferential discounts for existing homes according to the number of people. As soon as the post was issued, it attracted more than 17,000 clicks. Hundreds of netizens signed up with the post, and some people listed their favorite real estate names, hoping that the purchase group could "negotiate" with the developers to reduce the price.


  However, more netizens hold a wait-and-see attitude. Someone posted: "The opening price of ×× real estate in August was 12,000 yuan/square meter, and now it’s on special offer, 9,088 yuan/square meter. I don’t think the developers can hold it any longer. Everyone waits for the house price to fall before buying."


  According to industry insiders, judging from the attitude of buyers and sellers on the issue of "group buying", the "tug-of-war" in the property market will continue. According to a survey of nearly 8,000 netizens on a website in Nanjing, 62.2% of the citizens said that they would not enter the market to buy a house in the near future. The latest survey of Shanghai consumers by the Applied Statistics Research Center of Shanghai University of Finance and Economics also shows that 65.9% of the respondents believe that it is not a good time to buy a house at present, and the expected index of the opportunity to buy a house in the next six months has dropped by 14.6 percentage points compared with the second quarter.


  "Contract Breakers": From Sellers to Buyers


  The mentality of buyers and sellers in the property market has changed significantly, and the protagonist of "breaking the contract" has begun to change from the seller to the buyer.


  When the house price was "sturm und drang" in July and August this year, "price jumping" became a buzzword in Shanghai’s second-hand housing market. After the buyers and sellers reached an agreement, the phenomenon that sellers unilaterally raised the price was everywhere. Many speculators in the property market are asking exorbitant prices from buyers who make inquiries. The price is not only very different from that of the intermediary company, but also they often ask for a substantial price increase for no reason after reaching an intention agreement, each time the range is as high as 30,000 to 50,000 yuan, and even the landlord jumps the price for four consecutive times in the same transaction within one month. A seller lamented: "I can sell it at random, and I don’t know how much this house should sell!" "


  Since September, the central government has continuously sent the signal of property market regulation, banks have contracted housing loans, especially second-hand housing loans, and the cumulative effect of five interest rate hikes by the central bank has gradually emerged, and the reins of soaring real estate prices have begun to tighten. The mentality of buyers and sellers has changed obviously, and the protagonist of "breaking the contract" has begun to change from the seller to the buyer.


  The reporter learned from some real estate agents in Nanjing that since October, the listed houses in the second-hand housing market have increased significantly, and the quotations have also dropped accordingly. The listed prices of individual houses have dropped by 30,000 to 50,000 yuan. "There are still some sellers who insist on the original listing price, but the psychological price has been reduced, and clearly told us that’ the price can be discussed again’." Wang Xiaojun, general manager of Nanjing Mozi Real Estate Company, said.


  Chen Wei just paid a penalty in the real estate agency. "Now the second-hand housing loans are tightening, and the most affected ones are those rooms with old age and small area in the urban area. This is a good time to find a house. It’s a fool not to take a machete out at this time. Compared with the difference of50,000 yuan, the liquidated damages at the intersection point are nothing at all. "


  According to the public notice list of check-out in November just released by Nanjing Housing Management Bureau, there are more than 80 check-outs with obvious investment color in 105 suites, and 45 check-outs have appeared in one property. Statistics of real estate online in Nanjing also show that the exchange rate of some properties is quite high. For example, the number of check-outs in Zhongtai International Plaza in the last 90 days reached 189, that in Mingfa Binjiang New Town Phase II reached 156, and that in Tianrun City reached 153.


  "housechangers": It looks beautiful.


  Second-hand housing "swap" is not only convenient, but also reasonable tax avoidance, but it is too difficult to find suitable housing.


  When the cold snap hit the property market, the second-hand housing market was the first to encounter "quick freezing"-not only the down payment ratio was high, but individual banks even stopped the second-hand mortgage completely; High transaction costs also discourage buyers, and the highest tax collection ratio in the process of buying and selling has reached 11.6% of the total price. In a depression, the "exchange of second-hand houses" attracts attention, which is not only convenient, but also reasonable tax avoidance.


  Wang Xiaojun, general manager of Nanjing Mozi Real Estate Company, said that for those "housechangers" who want to improve their living conditions or to facilitate their children’s schooling, "exchange of house property rights" can be considered. After the property of both housechangers is evaluated, the deed tax can be exempted for the equivalent part, as long as the relevant taxes and fees are paid according to the difference. The national policy supports this demand for self-occupied housing exchange, which can not only avoid the high threshold of credit, but also greatly save transaction costs.


  Although "it looks beautiful", "changing rooms" has great operational limitations, that is, the needs of both parties complement each other. There is very little chance for buyers and sellers to be "affectionate and interested". Therefore, the exchange stickers for changing rooms on the Internet are often in vain.


  Mr. Hou of Nanjing is undoubtedly lucky. He has a 75-square-meter house in Gulou District in the center of the city. Although the house was reformed in the early 1990s, similar houses are very popular in the second-hand housing market because there is a well-known primary school nearby. Because of the high floor, Mr. Hou wants to change his parents to a house with a low floor to facilitate the elderly to go out. He hit it off with Mr. Zhu, who wanted to change a good school district for his son. Zhu’s house is next to the newly-built Nanhu Park, with a good environment and on the second floor, which is most suitable for the elderly to live in.


  After intermediary evaluation, the difference between the two houses is 52,000 yuan. According to the policy of Nanjing, in order to encourage individuals to adjust their properties, only the deed tax is levied on the difference between the two properties in the process of "changing houses", while the equivalent part is tax-free. Since they are all houses for more than five years, there is no need to pay business tax, and both parties have saved more than 23,000 yuan compared with buying and selling second-hand houses.


  A person from the Property Market Department of Nanjing Real Estate Bureau said that the number of applications for "house exchange" is about 10 per month, which is basically the exchange of houses between relatives and friends, accounting for a very low proportion of the total second-hand housing sales. On the one hand, it is difficult to match the "house exchange", on the other hand, the "house exchange family" does not understand this preferential policy, which is also one of the reasons. (Reporter: Yao Yujie, Xu Shousong)

Editor: Zhu Zhen

Too dangerous! Three children play on the roof, and the video makes people feel scared.

As can be seen in the picture, three children who look only 7 or 8 years old are squatting on a platform on the roof of the top floor, which is less than half a meter away from the outermost eaves of the building. If they are not careful, they may slip from one side and look shocking. According to the owner of the community, there were 13 residential buildings in the community with 17 floors. At about 4: 20 pm that day, an owner immediately reported the situation to the community property after accidentally discovering these three children. Mr. Ke, the owner of the second phase of Haikou Nanhai Xingfuhui Community: (At that time) some owners saw this matter, and (immediately) called the security guard to see it. After a few minutes, the security guard went to drive them down. It was still scary, because once any situation or accident occurred, it was really difficult (accepted).

On the day of the interview, the property staff of the community told the reporter that the three children in the video were all children of the owners of the community. At the time of the incident, the security personnel of the property were patrolling the vicinity of the building. While receiving the feedback from the owner, the security personnel also found the abnormality by searching for the sound. Therefore, in just five minutes, the staff rushed to the scene and rescued the three people in time and sent them back to their parents’ homes. Staff of Nanhai Xingfuhui Phase II Management Office of Hainan Hejia Property Hotel Service Co., Ltd.: (At that time) When it was reported to us, our people were already on it, and they advised the child to come down slowly. (Reporter: How did they know about this place?) At the beginning, they said that someone would take us up, but we only saw the three of them. After going up, I said how did you climb up, and he said it was fun.

Subsequently, the reporter came to the rooftop of the incident. It can be seen at the scene that the door leading to the rooftop has been locked at this time, but the corresponding key is placed in a prominent position on the side; In the center of the gate and around the rooftop fence, obvious signs or tips such as no climbing and throwing objects are set up. The property staff told the reporter that according to the Code for Fire Protection Design of Buildings, the door leading to the balcony on the roof belongs to the evacuation passage and safety exit, and shall not be occupied, blocked or closed; In the daily management process, the gate should be in a normally closed but not locked state, and this management method may cause some irrelevant personnel to enter and leave the rooftop at will, causing security risks. Therefore, the current property can only take such a "compromise" approach.

Three children playing on the roof: strengthening technical supervision of property

Parental care is especially important!

The door of the rooftop should be normally closed but not locked, but this may cause some irrelevant personnel to enter and leave the rooftop at will, causing security risks. So how to manage this door? We continue to look down. Staff of Nanhai Xingfuhui Phase II Management Office of Hainan Hejia Property Hotel Service Co., Ltd.: We can’t say that it is sealed, which violates the fire protection (regulations). If we don’t seal it, we are afraid that Xiong Haizi will run up like this, and we will put a key there, an emergency key. If there is a fire or something, we can take the key out and open the door. If we follow all the regulations, it is not good.

On the day of the interview, the reporter visited the rooftops of different residential buildings and found that although most of the doors leading to the rooftops were not closed, they also lacked proper management, and almost anyone could enter and exit at will; Although the area around the rooftop is equipped with necessary protection, there are few relevant warnings or reminders. Since effective control is the need of security, but it is also the need of fire fighting, the owners also expressed their views on how to effectively manage the rooftop gate property. Residents of Haikou Nanhai Xingfu Hui Phase II: This security precaution is still necessary, and some additional personnel should be sent to patrol regularly. Residents of Haikou Nanhai Happiness Exchange Phase II: (Tiantai Gate) Then change the password lock, and then let the owner know it. (Reporter: Don’t let the children know it?) Yes, or if you (key) put it higher, it’s ok if the children can’t reach it.

Residents of Haikou Nanhai Happiness Exchange Phase II: You have to install a high-rise public video, because the high-rise public video is not only a timely feedback on the situation of children going up, but also can be seen by property security guards. In fact, during the winter and summer holidays or festivals every year, children go to the rooftop to play on their own, which has appeared in many places one after another and even caused serious consequences. Then, as a manager, how can residential properties effectively avoid similar incidents? Haikou Property Management Industry Association said that while implementing regulatory responsibilities, it is equally important to incorporate normal publicity and popularization.

Liang Jinhua, Secretary-General of Haikou Property Management Industry Association: Property management units should fulfill their security obligations, set up suggestive or warning signs at entrances and exits (rooftops) or in prominent positions around them, or increase publicity in the community. Some prohibited behaviors should be told to owners or users, so that parents can know what prohibited behaviors exist, manage their children well, and normalize this publicity to prevent accidents.

Three trends behind the recovery of beauty collection stores

Image source @ vision china

Wen | Narrow Broadcasting by Yang Yiqi

Judging from the expansion actions of various brands, this year is a year when beauty collection stores are picking up again.

During the epidemic, many beauty collection stores were affected, even mature brands such as Sephora and Watsons. Because of the weak consumption and loss of cosmetics, many new cosmetics retail stores that were previously optimistic have also been affected to varying degrees.

For example, the colorist adjusted some stores last year; WOW COLOUR’s stores dropped sharply from 300 at the peak to 100+at the end of last year; There are also some brands that close all their stores, such as ONLY WRITE and HAYDON Black Hole.

But by this year, the revenue and profitability of some beauty collection stores have improved.

For example, Yanli increased by 40% in the first quarter; The colorist also turned a profit in the first quarter, with revenue increasing by over 36% year-on-year to 236 million yuan, and the operating profit rate changed from -5.6% to 14.2%. The person in charge of the colorist’s brand told Narrow Broadcast that at present, the single-store data has maintained a double-digit year-on-year growth rate every month.

A number of beauty collection stores have also increased their store expansion and targeted areas outside first-tier cities.

Hi-burning wants to expand to 50 stores this year (there are 22 stores by December 2022) through the parallel mode of direct franchise, and most of the areas open to franchise are Guangdong and second-and third-tier cities in southwest China. The colorist also plans to continue to open 100+ stores nationwide, of which 17 stores opened in the first half of the year are in second-and third-tier cities such as Foshan, Xiamen and Liuzhou.

This year, beauty collection stores have also proposed to upgrade their brand introduction, service and spatial image, showing good expectations for the future. Yanli held its first supplier meeting in nearly three years in April this year and announced a series of upgrade strategies.

Why can the beauty collection shop pick up this year? What are the external factors? What adjustments have been made to the channel itself?

First of all, this is related to the recovery of offline consumption, and the channels such as colorists and burning fans are actively or passively optimized during the epidemic to find an expandable single-store model. Including Huamei closing the Tianmuli store in Hangzhou at the end of July and officially stopping the operation of the Xi ‘an store today, it is also looking for a suitable expansion model, such as being profitable and better matching with the ground. One proof is that Huamei said that she would open upgraded flagship stores in Nanjing, Hangzhou, Xi ‘an and other cities.

The recovery of cosmetics consumption has also played a certain role in boosting. From the macro data, the total amount of cosmetics agencies from January to August this year increased by 7.5% year-on-year.

In addition, one of the reasons why the industry thought that the makeup collection store could not be sustained was that it was not optimistic about the upstream cheap domestic makeup. Although many domestic cheap makeup businesses have fallen or even closed down since 2021, cheap makeup is not a false demand. With the liberalization of the epidemic, the consumption of cosmetics has gradually recovered. According to the data of the solution consultation, the cosmetics category of Tik Tok e-commerce increased by 90% in the second quarter of this year; There are also many domestic cosmetics that have withstood the test of epidemic situation and low tide of capital.

Another important reason is that brands are paying more and more attention to offline.

In the past five years, a large number of beauty brands have risen with the help of online traffic. However, with the online growth and the weaker advantages of traffic cost, some brands think that offline is a more efficient choice; And because of the demand of brand price control, the gap between offline price and online price is narrowing.

This means that the online and offline channel game has entered a new stage in terms of growth, traffic and price.

The ups and downs experienced by beauty shops, especially those represented by colorists, in the past few years are related to consumer demand, upstream supply and the adjustment of channels themselves.

These makeup collection stores came into being with the tide of domestic beauty cosmetics, and innovated on the traditional CS channel model, creating cheap makeup collection, big-name sample sales, no BA and other models to create a store experience that attracts Z generation. This has also led to the iteration of mature brands in terms of brand introduction, store design and experience.

These new retail species are expanding rapidly with the support of capital. A practitioner recalled to us that his brand opened 100 stores in half a year, and basically kept one store for one or two days. "It was crazy, that was really fierce. 」

However, due to the decline in the frequency of consumers’ make-up during the epidemic, and the lack of capital and flow dividends, the consumption of make-up is weak, and many make-up brands have closed down or transformed. As an accompanying channel of domestic beauty products, makeup collection stores were affected. Some investors stopped investing in makeup collection stores after seeing the decline of Tmall makeup market.

The person in charge of the brand department of the colorist believes that the demand for make-up consumption has not changed in essence, but the external factors have hidden the demands in stages, and the cheap domestic make-up is still a sustainable market.

From the consumer side, the makeup crowd is getting younger and younger, and they have demands for cheap goods; From the supply side, cheap make-up is essentially a fast fashion business. The response speed of China brands and supply chains is very fast, and a new product can be launched in two or three months, which is difficult for international brands to satisfy.

Earlier, some people in the industry told Narrow Broadcast, "Many people don’t see domestic cosmetics on Taotian’s list, so they think they are not good. In fact, these brands are on the rise in Tik Tok. 」

In particular, some brands that have crossed the epidemic cycle have become better by optimizing the supply chain, products and operating costs, and are still a stable supply of beauty collection stores.

Although cheap makeup is picking up, these makeup collection stores still need to solve the problems of pattern homogenization and loss expansion buried in the rapid expansion period.

The above-mentioned practitioners said that at that time, everyone was more concerned about the growth of the broader market than the single store. "When you go back to the single store, you will find that many stores are not profitable. Coupled with the impact of the epidemic, the problem was quickly exposed.

In addition to closing unprofitable stores, exploring a single-store profit model is the key.

The relevant person in charge of the colorist mentioned that they have been adjusting the unit yield of stores in 2022, and they have to solve large and small problems almost every week. "It is to do the basic retail skills well and optimize based on efficiency. 」

After adjustment, the colorist’s single shop tends to be standardized, with an area of 100-400 square meters. Xiyan is also making similar adjustments. They control the store to 80 square meters, hoping to speed up the chain through the small store model.

In addition, colorists also systematize brand marketing. Based on different nodes and changes in consumer demand, they formulate appropriate marketing programs to attract users to the store, so that marketing can serve daily innovation and retail, rather than marketing for marketing’s sake.

After a series of adjustments, the sales of colorists improved after the recovery of consumption. "The make-up cabinets we sell are completely out of stock, and it’s all the same wherever you go. The person in charge of the colorist brand said.

KK Group’s prospectus shows that the loss-making stores of colorists are decreasing, from 115 at the end of 2022 to 35 on March 31, 2023. The single store data has also improved significantly. The average monthly transaction volume of a single store has increased from 3454 in Q1 last year to 5065, and the GMV of a single store has increased from 316,600 yuan to 455,900 yuan, both higher than the annual data in 2020.

The person in charge of the colorist brand stressed that these data are also better than before the epidemic. "In our view, the market has returned to normal level. 」

With the recovery of offline consumption, beauty collection stores with expansion conditions began to pay attention to broader market opportunities.

In addition to the colorists and hi-burning mentioned at the beginning, mature brands such as Yanli and Sephora are also actively exploring third-and fourth-tier cities. Yanli will increase the layout of the sinking market in 2022; Sephora entered more sinking cities such as Bozhou and Taian from January to August this year.

This just conforms to a trend-in recent years, large commercial real estate is also exploring second, third and fourth tier cities, and beauty collection stores can sink with real estate companies. Yanli cooperates with regional head commercial real estate and China Resources system to lay out the sinking market; The colorist also cooperates directly with head commercial real estate such as China Resources, Vanke and Wanda. "They take us wherever they drive. 」

The main reason for the sinking of beauty collection stores is related to the gradual saturation of competition in first-and second-tier cities and the rising cost of competition. However, there are still a lot of unsatisfied consumer demand in the sinking market-consumers’ awareness of brands and products accumulated through social media is the same as that in first-and second-tier cities, but it is difficult to experience these products offline, let alone niche brands and emerging online celebrity brands, and many cities have not even popularized counters of mature brands.

Users need a channel to buy genuine products and experience more products.

In the regional markets where these beauty collection stores have sunk, there are long-established regional chain leaders, such as Merrill Lynch Beauty in Anhui and Boyimeihui in Henan, which can meet the above needs of local consumers to some extent.

Some people in the industry also mentioned that after the epidemic, individual beauty shops in some areas "have sprung up like mushrooms after rain." Narrow Broadcast also found a large number of single stores in public comments, such as infini beauty, which opened in Wujiang District, Suzhou, and opened in October last year, specializing in international big-name cosmetics, skin care and perfumes.

The continuous activity of regional brands and single stores reflects the definite demand and opportunity of sinking market, which is the premise of an industry chain.

The opportunity for national chain brands lies in enhancing their local share through branding and standardization, and meeting differentiated needs with their own supply chain characteristics.

Zheng Xuechao, director of Yanli Operation Center, mentioned, "Although there are leading companies in every region, there is a large space in the domestic cosmetics market, and (local) customers have the demand of pursuing genuine products and differentiation, and Yanli can just play its own characteristics. The core feature of Yanli is the professional skin care and the professional service of the store skin housekeeper. On the public comment, some users commented in a store in Yanli Suzhou, and finally found a channel to experience the high-end professional brand Orenassus in Suzhou.

Another example is a large number of emerging cheap makeup brands and products in the colorist’s shop. The person in charge of the brand department of the colorist said that they received unexpected feedback after sinking. "Young people in the sinking market have a better understanding of makeup than we thought. 」

However, there is also objective competitive pressure in the regional market. As the person in charge of the colorist brand said, the industry competition is intensifying. "We have a sense of crisis every day. 」

On the one hand, there are great differences in different regions, and it takes time for chain brands to accumulate their knowledge of the market. Yan Li found that customers in different regions have different needs for skin care and brand awareness, and the pallets of chain brands may not be suitable for all regions and need to be adjusted quickly. Hi-burning cooperation with franchisees is also to better integrate into the regional market.

Moreover, some regional brands are not slower than chain brands in the iterative update of supply and store design, and even some individual stores have more advantages in display innovation because they are flexible enough.

On the other hand, acquaintance society and attention to service are the consumption characteristics of the sinking market, and brands that have been deeply involved in the local market for a long time or have a smaller service radius have closer ties with users.

Zhang Fan, the owner of infini beauty, told Narrow Broadcast that although there are not many new customers in the store every day, they have accumulated nearly 500 members since its establishment, and almost all of them will buy back. "We don’t eat people very much, but mainly buy back from old customers. 」

Zhang Fan believes that service is an important reason for the high repurchase rate. She will patiently introduce and recommend products to customers, remember the products and needs bought by each customer, and bring customers a more intimate experience. Infini beauty’s core customers are mainly women aged 40+. Most of these customers don’t take the initiative to do their homework, but trust Zhang Fan’s service and recommendation, which leads to repurchase and linkage.

Zheng Xuechao also stressed that customers in the sinking market have higher demand for in-store experience and services, and brand salons and brand private enjoyment will be very popular, so they will strengthen such services locally and enhance the user experience.

In the past, beauty brands that relied on online traffic also had the demand of exhausted traffic and fierce competition, and returned to the offline to find increments.

Offline layout is an inevitable choice for the brand to grow to a certain stage, not only for sales, but also for establishing a more specific and three-dimensional brand image and closer user interaction.

Experience-oriented sub-categories also have natural demand for offline products, such as make-up, perfume and beauty instruments. Luo Xiaoman, a new make-up brand, told Narrow Broadcast that they will pay more attention to offline channels this year, provide users with color trials and improve the accuracy of purchase; Yan Li started to create an offline experience scene of home beauty instruments with domestic and foreign head beauty instrument brands last year.

With the change of online traffic environment, offline turns into incremental channels and traffic depressions.

In the past three years, the beauty industry has accelerated its online development, and the growth of major trading platforms has peaked. Only Tik Tok is still growing at a high speed. According to the statistics of 618 this year, the increase of skin care products in Tik Tok has doubled, but Taotian has increased by less than two points year-on-year. Offline has become a way for brands to find increments.

Secondly, online traffic costs are high, even higher than offline costs for many new brands. Some brands believe that the cost of entering the beauty collection store is relatively low and fixed, and there is no need to continuously invest in traffic fees, which is a more efficient channel at present.

Such traffic changes, coupled with the fragmentation of channel layout, brands began to control the price and gross profit more consciously. Therefore, the price gap between offline and online is gradually narrowing. As far as colorists are concerned, apart from broadcasting, colorists are now able to achieve the same price as online, whether in the daily sales period or in important nodes such as 618 and double 11.

Beauty collection stores have overcome the most obvious disadvantage in the past-price to some extent. Especially in recent years, due to the low price brought by frequent e-commerce promotions, "the second 0 yuan" and "buy a formal suit to send a formal suit" have become commonplace, and even some brands are increasing at a broken price.

At this new node, beauty brands enter offline through beauty collection stores, first of all to reduce the difficulty of brand layout offline, and the cost, scale advantage and management difficulty are better than direct sales.

In addition to new brands, many overseas niche brands and cutting-edge product lines of old domestic brands also hope to cooperate with beauty collection stores to enhance consumers’ awareness of brands, and many collection stores have launched relevant cooperation plans.

Moreover, the beauty collection store can play a different value from online at present, such as the difference of goods, marketing and service, which has boosted the restart of offline business.

For example, the off-line pallet is not simply a replica of the on-line pallet, and there are differences between products and packaging. Take a detail, the off-line commodity packaging needs to be coated with oil film, otherwise it will be distorted by off-line spotlights.

Based on the recognition of pallet differences, colorists will help brands incubate new product opportunities offline, and they have created new offline products with brands such as Mistine Mistine and Ke Laqi.

When Ke Laqi launched "Little Paintball" lip paste last year, he provided a full range of products with different color numbers to the colorist’s channel, and discussed the applicable people of different color numbers together. Finally, he decided on a channel-specific color number, and the sales exceeded expectations.

The colorist said that because the colorist provides color test service, it can provide faster and closer feedback to the brand, thus creating new product opportunities. "Some colors may not attract users online, but they sell well offline because they can try colors. 」

Co-creation with brands can improve the competitiveness of channels, achieve exclusive cooperation of brands or brand pallets, and attract more brands. The relevant person in charge of the colorist said that the number of exclusive brands in the colorist field has an absolute advantage in the industry.

At the marketing level, offline is naturally suitable for driving consumers to buy through activity atmosphere and scene marketing, similar to the logic of online content planting grass. The colorist believes that the off-line consumption season and consumption habits are different from online ones. Consumers will go to the store as long as they know that there are new products every month and there are different ways to play every month.

"Narrow Broadcasting" learned that colorists have new products every week and will do joint marketing with brands every month. For example, after starting to apply sunscreen products in March this year, the colorist will start with the location of the store display and sunscreen products to create a sunscreen atmosphere. During the National Day, the colorist also joined hands with Laqi, Grain Rain, Pico Bear ×loopy and Half × Barbie to hold an anniversary flash event to attract users to punch in. Compared with the pre-holiday sales, the colorist’s sales increased by 40% week-on-week.

Changes in online traffic have also made brands aware of the importance of refined operations, which is why beauty collection stores emphasize improving membership services.

For example, Yanli will renew and maintain its members through new product experience, sample presentation, brand flash, high-end member appreciation meeting, etc., and the precipitated members will also be open to the brand and conduct in-depth membership operation with the brand; Members’ private parties will also be held in conjunction with the brand, and members will be invited to experience products and services in VIP rooms of shopping malls or high-end private parties in star-rated hotels. Such activities can reach nearly 2,000 a year.

Zheng Xuechao said that they clearly perceived this trend change in 2022, and more and more brands discussed with them how to strengthen member services. Through the interaction between consumers and brands, on the one hand, customers can choose products that suit them, on the other hand, they can get more refined labels from members to make decision support for product and service upgrade iteration, joint marketing and user experience, so as to better solve users’ pain points.

Reporting/feedback

This Italian children’s choir is hard to get a ticket every year. How will they appear in Shanghai this year?

02:48
The Italian Antoniano Chorus ("An Tuan" for short) is no stranger to many audiences in China. Every New Year, the choir’s New Year concert in Shanghai has become a regular program for many parent-child families, and it is not difficult for parents of all walks of life to "grab tickets". Because every time, the tickets for the New Year concert will be sold out within 1 minute. This record has been maintained for many years.
Since its first performance in China in 2016, the troupe has held a New Year Chorus Concert at Shanghai Children’s Art Theater (SAIC Roewe Children’s Cultural Center) for five consecutive years. When the epidemic struck this year, foreign performing groups could not come to China. The organizer, Shanghai Children’s Art Theater, made a decision to continue to hold the Anzhuan New Year Concert in 2021 and put it on in a "cross-time" way.
This concert tried a brand-new stage technology, using high-definition video and holographic technology to realize the interaction between Italy and China. An Tuan will sing in Italy and interact with the China Sisters from a distance. There will be six concerts from December 31st to January 3rd. The concert on New Year’s Day will be broadcast live through Youku platform.
Liang Xiaoxia, general manager of Shanghai Children’s Art Theater, revealed that this New Year concert "through time and space" is the most difficult concert they have had in the five years since they introduced the troupe. In addition to the great technical difficulties, including the time difference and different ideas between China and Italy. However, because the Italian security corps is located in a high-risk area, it has also overcome various difficulties in rehearsal and filming. Mr. Cavalli Giampaolo, artistic director of ANTuan, said that it was the most difficult but also the warmest New Year concert that ANTuan had completed in the past 57 years.
Liang Xiaoxia said that the reason why we insisted on presenting the New Year’s Concert in this way this year was that we hoped to satisfy the thoughts of the Shanghai audience; Second, I hope that through this concert that spans time and space, there will be a warm connection between China and the international children. Just like the theme of this year’s New Year concert: "2021, More Love".
Affected by the epidemic, the real person did not come to the New Year concert to be put on hold.Every year, New Year’s Eve is celebrated with the songs of the troupe, which has become a fixed project for many China audiences to welcome the new year. This year, an Tuan can’t come to China, and there is no live concert. What should we do?
Finally, after consulting with Shanghai Children’s Art Theater, the troupe decided to present the New Year concert in this special period with high-definition video.
However, can the audience’s expectations be met by playing HD video alone, and how can the audience who go into the theater to listen to the concert have a unique live experience? After discussion, the Chinese and Italian teams finally decided to use holographic technology.
Holographic technology used to be used in concerts and other large-scale activities, but it is the first time in the world to be used in concerts, especially children’s chorus concerts. For this reason, the organizer invited the best professional technical team in China, used the world’s most advanced cable-stayed film projection technology, and equipped the top dance equipment in the industry to achieve the best imaging effect in the industry at present.
It is envisaged that the three tracks of the concert will be presented by holographic projection technology. On the stage, the pre-recorded singing video of the troupe will be presented by holographic technology, while the China Sisters Hydrangea Choir of the troupe will perform live, so the two choirs will present the effect of "singing on the same stage", and there will be an interactive experience of live performance and virtual imaging.
In the past, holographic film technology was mostly in the form of "single person and single film", but this time, the Chinese and Italian teams must solve the problem of presenting dozens of choir children on the same film at the same time. Not only that, but also will interact with the security group at the scene. The number of people, the complexity of design, the difficulty of shooting and the difficulty of the later stage are unprecedented for the technical team.
In order to solve this series of problems, the domestic technical team has produced a shooting guide with dozens of pages for ANTuan, explaining each shot, each angle and each group of protagonists in detail.
Because this is the first time that an Tuan has challenged holographic technology, the effect of the first shooting is not satisfactory. The teams in China and Italy overcame the time difference and communicated remotely all night. Finally, gather all the children in the choir again and shoot again.
Although there are great challenges and difficulties, Liang Xiaoxia said, "The impact of the epidemic has prevented the troupe from coming to the scene to perform, but at the same time, this situation has also made us think, open up more imagination and see if we can use scientific and technological means to make the performance team who can’t come to the scene personally bring a good stage experience to the audience."
Liang Xiaoxia said that the application of holographic technology in the New Year concert is also an attempt by Shanghai Children’s Art Theater to perform on the stage at present and in the post-epidemic era, which can provide reference and inspiration for the future.
Serious risk escalation of epidemic situation, bumpy recording and difficult transmissionFor the Italian Chorus Antoniano, the experience of this New Year concert is unprecedented.
Lombardia, where the choir is located, is listed as a high-risk area of red epidemic by the Italian government, and Italy is one of the countries with the worst epidemic in Europe. This year, almost all performances of the choir were suspended, including the children’s chorus gold medal competition that the choir participates in every year, which was also announced to be postponed until next year.
At the same time, due to the epidemic situation, the Italian national television team, which recorded the concert for ANTuan in previous years, was unable to assist in the filming this year, and the staff of the technical department of ANTuan made up the seats one by one at the first time, which solved the shooting problem.
However, the local government does not allow many people to enter the studio for recording. To this end, the security group specially applied to the Italian government, and after more than two months of examination and approval, it finally obtained special approval. Therefore, during the Italian epidemic, ANTuan became the only organization that was able to carry out multi-person shed recording.
During each rehearsal and recording, the local government will also appoint two health supervisors to be full-time inspectors at the scene.
The problems encountered in shooting are also continuous. Because there are 40 members in the official performance, according to the requirements of Italian epidemic prevention and control, only half of them can now enter the studio for recording. At the same time, when rehearsing and recording, each child should be separated by a safe distance of at least 1 meter. As a result, during the video recording in the studio, the children no longer stood on the chorus table, but stood on 23 little red dot landmarks which had been strictly measured.
In order to present the best visual effect, the troupe shot every song in the concert from multiple positions and angles, and it took a long time to shoot the material of 18 songs. But at the same time, how to "send" the massive materials of the whole New Year concert to China at the fastest speed has become another difficult problem under special conditions this year.
After numerous international discussions and various schemes, there are only one or two days left before the concert starts. Liang Xiaoxia and her team are still making various adjustments across the time difference every day, striving to make the concert present the best effect. In Italy, all the children and the conductor of the troupe are full of expectations for this unprecedented concert.
"So many times, the children didn’t complain, because the children themselves are very curious and looking forward to it. They will ask, can holographic technology really send us to China? What will we look like on China’s screen? "
Liang Xiaoxia said that since she introduced AnTuan five years ago, this children’s choir has been regarded as the most healing and joyful choir. Therefore, I hope that in this special New Year, more audiences can enjoy and share the warmth and healing brought by the concert.
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