Shops and convenience stores in Shanghai are being reshuffled.

　　Carrefour has been operating in China for more than 20 years, and the new owner has been replaced by Suning; Metro, which entered almost at the same time as Carrefour, is also looking for the receiver of China business … … Even ordinary consumers can clearly feel this change when walking on the street — — Traditional hypermarkets such as e-mart and Tesco are gradually withdrawing from the downtown area and being replaced by various new supermarkets and convenience stores. Among them, there are foreign brands such as ALDI, the century-old supermarket chain in Germany, Costco, the second largest retail supermarket in the world, and new brands hatched by domestic capital such as Pick’n Go, Suning Store, Ole’s boutique supermarket and G-Super. Shanghai’s supermarket industry has become more and more lively.

　　Every round of survival of the fittest, Shanghai’s supermarket industry is evolving itself. Every brand is constantly trying and growing in this new era of consumption, letting go of the game between technological upgrading and business model change. And all business comes from the most basic variable, the consumer.

　　■ Wen Wei Po reporter Xu Jinghui

　　Giant game

　　Those who can’t run fast will eventually be eliminated

　　In the early 1990s, the supermarket format entered Shanghai for the first time, and it has reached the stage of standing in the thirties. However, this mature system is not calm, and "undercurrent surging" is the most appropriate adjective to describe the current state of this industry.

　　At the end of last month, Suning.cn announced that its wholly-owned subsidiary Suning International planned to invest 4.8 billion yuan to acquire 80% shares of Carrefour China, thus swallowing this "behemoth" with an operating income of nearly 30 billion yuan in China. Not only Carrefour, but also the "Big Mac" supermarkets in the past seem to have a "middle-aged crisis". Lotte, e-mart, Tesco and other brands have withdrawn one after another, while Metro has been seeking to sell its China business … …

　　The "vacancy" in the market has been replaced by new brands with stronger capital. Box Ma Xiansheng, hatched from Alibaba, became the main store for major shopping centers in just three years, and successfully embarked on the "C position"; Tencent invested heavily in Yonghui’s new format "super species", which expanded rapidly nationwide; Greenland Group’s G-Super Greenland, which lays out the retail industry, is preferably fully expanded in first-and second-tier cities, with 31 stores opened in Shanghai alone … … These supermarkets rooted in shopping centers have gradually replaced the original "single-family" hypermarkets.

　　The same situation also appeared in the convenience store industry. Many years ago, small convenience stores such as Keke, Haode, Liangyou and Diatiantian, which were all over the streets of Shanghai, were shrinking, while Japanese brands such as Family and Rosen developed steadily, while a number of new brands such as Suning Store and Convenience Bee rose, with the blessing of giants such as Suning, Tencent and Gaoyou Capital.

　　Looking at the reshuffle of the supermarket industry, behind the giant game is actually the transformation of business philosophy: when the development and reform of a format can’t beat the market and consumers, it will inevitably go downhill. In the past, the supermarket format faced a market that had not been developed by e-commerce, and consumers had to rely on the offline shopping environment. Therefore, the intensive and one-stop shopping environment was favored. With the impact and integration of e-commerce, the past business model has been difficult to meet the needs of current consumers.

　　The re-opening of the supermarket industry, the traditional hypermarkets represented by Yonghui and RT Mart, and the new brands represented by Boxma Xiansheng, have similar paths — — Seamless online and offline links to speed up home service. In March last year, RT Mart’s "online ordering and offline delivery" service was fully rolled out. Bin Yuan, a new retailer in RT Mart, revealed in an interview that although this transformation is difficult, the effect is quite obvious after the integration of online and offline, which not only greatly improves the efficiency, but also makes the consumer structure younger, which is the most desirable change of traditional hypermarkets.

　　Consumer competition

　　Adjust the strategy according to consumer preferences

　　In this round of reshuffle, the change of business model comes from the most basic variable of consumers. A report from Deloitte shows that the rapid economic development in China has stimulated the consumption demand of the younger generation. Different from the previous generation of consumers, young consumers pay more attention to convenient, personalized and high-quality shopping experience.

　　Judging from the shopping habits of the main consumers, such as post-80s, post-90s and even post-00s, they are fundamentally different from the previous generation: post-80s and post-60s like to browse the promotional advertisements stuffed into mailboxes in supermarkets, then get on the free shuttle bus early in the morning and buy all the discounted daily necessities at once in the stores. However, the post-80s and post-90s are not like this. As far as their eyes are concerned, the "June 18th Promotion" and the "double 11" online carnival are the two major shopping labels at the middle and end of the year, respectively. Those daily necessities such as paper towels, toiletries and baby diapers are purchased at a low price at one time. Even if they "improvise" and move their fingers, these standard products can basically be purchased from all over the country in one day.

　　The change of consumers’ shopping habits has a great impact on hypermarkets. Some surveys show that in first-tier cities, the frequency of young consumers going to large supermarkets can be calculated by "month", which makes the "Big Mac" have to make strategic adjustments around the changes in consumer demand.

　　At present, a relatively successful adjustment model is the development of large-scale enterprises with ultra-miniaturization. For example, Easy Carrefour is a successful case. Its most obvious benefit lies in cost saving. On the one hand, those goods with high online shopping rate gradually withdraw from the shelves, greatly reducing the area of the supermarket; On the other hand, these supermarkets, with an area of about 1,000 square meters, mainly focus on fresh food, imported food, beverages and other products with high repurchase rate and instant consumption, which can filter the positive impact brought by e-commerce to the maximum extent.

　　The development of large-scale supermarkets towards miniaturization is also helpful to its site selection. Previously, "Big Mac" stores loved "single-family" stores, with all kinds of parking lots and shuttle buses. Now, entering shopping centers is not only easier to operate than big stores, but also easier to reach young consumers, and it is also convenient for large-scale expansion.

　　From a deep perspective, the miniaturization of big stores is also a reasonable combination of the whole supply chain to optimize in depth. Nowadays, these scattered supermarkets are already composed of two parts — — Front store and back warehouse. The function of "front store" further flies away in the direction of "emergency+experience", such as fresh products, beverage products and so on; The "back warehouse" has turned into a "front warehouse" for online shopping users, stocking according to big data and responding to online shopping needs.

　　Cost bottom line

　　Looking for breakthrough direction in "actuarial science"

　　The reshuffle of Shanghai Shangchao format is also closely related to cost. At the end of 1990s, when the first batch of hypermarkets entered Shanghai, they signed multi-year leases in one breath. Now, most of them quit because the leases expired and they could not afford high rents.

　　But the latecomers also have to face the cost game — — The premise of any business model is profitability. In the era of supermarkets with high rents and high labor costs, new solutions are needed.

　　Starting from the "variable" of consumers, fresh products with high gross profit have become the main direction of major brands. In this matter, as big as box horse fresh, super species, Ole’ Boutique supermarkets, as small as Suning stores and Haode convenience stores, are all making efforts. As a matter of fact, the fresh-keeping strategy has achieved very good results in the early stage. This kind of goods with high repurchase rate and high gross profit margin can directly drive profit growth. Fresh products have made extremely important contributions to the reason why Box Horse Fresh Life’s first store in China can realize single-store profit so quickly.

　　However, we have to pay attention to the fact that when all brands are heading for running all the way, the rapidly saturated market makes this once-tried-and-tested model "kick the iron plate". Box Ma Xiansheng has closed its store for the first time this year, and Wanda Store in Wujiaochang, the first store of Yonghui Yunchuang’s super species in Shanghai, has recently closed its doors. According to Suning.cn’s financial report, the loss of Suning Store only reached 296 million yuan in the first seven months of 2018. With the rapid expansion of the store, this loss will expand sharply. How to stop loss will be a difficult problem that these brands must face.

　　To cope with the high cost, another way to solve the problem is to replace manpower with technology. For example, the newly-emerging brand Convenience Bee is equipped with unmanned payment equipment in all stores in Shanghai. In convenience stores that are open 24 hours a day, the work of the night clerk is mainly to receive goods, replenish goods, tally, etc., and the cashier work is replaced by intelligent technology equipment.

　　Before this, unmanned supermarkets were indeed booming. In 2017, Taobao’s "Amoy Coffee" became popular at the Creation Festival. Since then, all parts of the country have tried water without retail. However, from the current development, the cost of artificial intelligence is much higher than that of labor, which hinders the promotion of unmanned supermarkets. A retired employee of Binguo Box, an unmanned convenience store, told reporters that the company started to lay off employees at the end of last year, and it has plummeted from more than 500 people at its peak to more than 100 people now. However, Wei Xueqi, an associate professor in the Department of Information Management and Information Systems, School of Management, Fudan University, believes that the launch of the 5G commercial tide will be of great help to unmanned supermarkets in the next year or two. Once the technical cost can be greatly reduced, it will be able to support this new format. Accelerate development.

　　In addition, it is also a strategy to open a shop in the suburbs where the land price is cheaper. Whether it is a Sam member store in Qingpu or Pudong, or a market opening guest who is about to open, it is such a prudent business. Andrew Miles, president of Sam member store’s China business, calculated an account for the reporter: the cost of opening a store in the suburbs is only half of that of an urban supermarket, while the sales volume brought by strict control of product quality can reach 5 to 10 times that of an ordinary supermarket, which gives the possibility of a virtuous circle of supermarket formats.

　　Personalized development

　　Thousands of stores and thousands of faces, to "change" to meet the trend.

　　The transformation of Shanghai supermarket industry is far from over, because from this summer, a large wave of new stores will be unveiled in Shanghai — —

　　At the end of June, Oleqi, a famous cheap supermarket brand in Europe, opened two offline stores in one breath and officially entered the retail battlefield in China.

　　On July 2nd, Box Horse opened a new convenience store in Shanghai — — Pick’n go, the "smallest" box horse store in history, covers an area of less than 20 square meters. It is mainly engaged in fresh food and is also the latest attempt of box horse.

　　On July 4th, Yonghui Supermarket "Market Life" opened in Sanlin Impression City, Pudong, with the combination of traditional market culture and fashionable and modern farmer’s market decoration as its selling point.

　　In late July, Yonghui Supermarket’s first mini community store will soon land in Nanxiang, Jiading, which is also a new exploration of Yonghui Supermarket after "super species" … …

　　New brands emerge one after another, and "change" is the only constant theme. Hou Yi, CEO of Box Horse Fresh Life, once said that in addition to Box Horse Fresh Life, they are actively exploring new formats such as Box Horse Vegetable Market and Box Horse mini, and studying the best format model in different cities, different regions, different population densities and different scenarios, so as to make strategic reserves for the development in the next decade.

　　Not long ago, Convenience Bee got the first hot meal business license of convenience store in Shanghai. Nowadays, in every store, you can see a hot meal sales area enclosed by a glass curtain wall, which is equipped with steaming oven, cleaning and disinfection washing pool, warm water heat preservation cabinet and other equipment and facilities for supplying hot food. After the hot meal is heated, it can be stored in the warm water heat preservation cabinet, which can maintain a constant temperature, which means that no matter the first guest or the last guest, they can get the meal with the same temperature.

　　At the same time, theme stores and exclusive imported goods are also important "playing methods" for major brands. At the end of May, Rosen’s first Hello Kitty theme convenience store in the world opened in Nanjing East Road subway station. Before that, this convenience store had launched theme stores such as "Shanghai Football", "Teddy Bear" and "Detective Conan" to attract consumers to stop. The G-Super Green Space Optimization is based on the spillover effect of the import Expo, trying to improve its core competitiveness while introducing more new overseas products and bringing global good goods into the domestic market more efficiently.

　　In the ever-changing, Shangchao industry is working hard in the direction of segmentation and personalization. These differentiated explorations may become the keys for brands to settle down in the future. Liu Min, deputy director of the Shanghai Municipal Commission of Commerce, said that the retail industry in Shanghai experienced the last round of information technology development, and now it has returned to quality and service again, forming a positive spiral upward trend, which will bring brand-new vitality and energy to the supermarket industry in Shanghai.

　　The third episode of the large-scale TV feature film "Pilotage" and the fourth episode of "Development and Change" will be grandly launched on October 9 at 20: 00 on CCTV-1, the Central Radio and Television General Station, and CCTV news, CCTV video and CCTV network will be launched simultaneously.

Episode 3 Pioneer of Dreaming

　　In 1943, in the mountains southwest of Beiping, a young man named Cao Huoxing wrote the well-known song "No communist party, No New China".

　　Simple lyrics and popular melodies sang the voices of the people, the belief that the people firmly follow the party, and the logic of the Chinese nation’s century-old history.

　　"History and people chose the Communist Party of China (CPC). The Communist Party of China (CPC)’s leadership is the most essential feature of Socialism with Chinese characteristics and the greatest advantage of the Socialism with Chinese characteristics system. "

　　Comrade, believe all your life.

　　From more than 50 party member in 1921 to more than 96 million party member by the end of 2021, our team is getting longer and longer, our pace is getting firmer and stronger, our motherland is getting stronger and stronger, and our people are getting happier and happier. All this stems from the Communist Party of China (CPC)’s strong leadership.

　　The key is to maintain the authority of the CPC Central Committee, give full play to the core role of the Party in commanding the overall situation and coordinating all parties, and improve the system.

　　A series of basic, strategic and innovative measures have been launched one after another, which have strengthened the "four consciousnesses", strengthened the "four self-confidences" and achieved the "two safeguards" and become the consensus and action consciousness of the whole party.

　　The party’s leadership is comprehensive, systematic and holistic, which is not only reflected in the functional system of institutions, but also reflected in the hearts of the people.

　　Zhang Ji, a rescued miner at the Hushan gold mine in Qixia, Shandong, said: "It was everyone’s idea to write this note at that time, saying that the party would definitely come to save us and would not give up the lives and safety of the people."

　　Luo Chunyan, a villager in Haohuahong Village, Huishui County, Guizhou Province: "The days of our people are getting more and more prosperous. We thank the party and the government."

　　Xin Wang, the former violinist of Wuhan Philharmonic Orchestra: "I feel that our party is very great. Without communist party, there would be no new China. This song is indeed like this."

The fourth set of development and change

In the new era, the CPC Central Committee with the Supreme Leader as the core has taken the overall situation and grasped the general trend, and put forward a series of new ideas, new ideas and new strategies around China’s economic and social development.

　　On July 1, 2016, General Secretary of the Supreme Leader delivered a speech at the celebration of the 95th anniversary of the founding of the Communist Party of China (CPC):"Accelerate the formation of a mechanism and environment that advocates innovation, pays attention to coordination, advocates green, thick planting and opening up, and promotes sharing, and constantly expands China’s economic strength and comprehensive national strength."

　　Our country’s scientific and technological workers aim at the key core technical fields such as artificial intelligence, quantum information, supercomputing, integrated circuits, life and health, brain science, biological breeding, aerospace science and technology, deep sea and so on, constantly innovating and bravely breaking through, and have made a series of forward-looking and strategic significant achievements.

　　In the past ten years, China’s digital economy has developed rapidly, from 11 trillion yuan to more than 45 trillion yuan, which has effectively guided the demand for computing power in the east to the west, and "calculating from the east to the west" came into being, building a "new base" for the digital economy and becoming a "new highland" for scientific and technological innovation.

　　In the new era, the CPC Central Committee with the Supreme Leader as the core has put forward a series of new strategies to promote coordinated regional development and promote the formation of a regional economic layout with complementary advantages and high-quality development.

　　Nowadays, China has shifted from a simple gradient development strategy from east to west to the development and opening up of things in both directions. Economic belt, urban agglomeration and metropolitan area are opening up the context of regional economic development in China and creating a new pattern of coordinated development in China.

　　Green development is a profound revolution in the concept of development and an inevitable requirement for building a high-quality modern economic system.

　　The change of development concept promotes the innovation of practice, and green is becoming a new fashion for development everywhere.

Opening-up has also brought China’s development into a new world.

　　In 2017, the top leader of president attended the opening ceremony of the "Belt and Road" international cooperation summit forum and delivered a keynote speech:"Unleash the development potential of all countries, achieve great economic integration, develop great linkage and share great achievements."

　　High-quality development is the development in which sharing becomes the fundamental purpose. Development is for and depends on the people, and the fruits of development are shared by the people.

　　Based on the new development stage, implementing the new development concept and building a new development pattern, the people of China are writing a magnificent chapter to promote high-quality development.

　　Changsha Evening News reported on August 20th (all-media reporter Zhou Huixia) On August 20th, the State Administration of Market Supervision issued the "Guidelines for Warning Terms on Health Food Labeling" (hereinafter referred to as the "Guidelines"), which made the warning terms on health food more clear and strict. Including the label that a warning area must be set up, and the area should not be less than 20% of its layout, the shelf life should be described in the way of "the shelf life will last until a certain day of a certain year", and there is obvious color difference between the text in the warning language area and the background of the warning language area, etc., and the warning language should include "health food is not a drug and cannot replace drugs to treat diseases" and so on, in order to make consumers, especially elderly consumers, easily identify and understand consumption. It is reported that the "Guide" will be implemented on January 1 next year.

　　False propaganda and marketing routines of health food infringe on consumers’ rights and interests.

　　In China, foods that have certain health functions and are suitable for specific people are regarded as health foods, and strict management is carried out according to special food management methods. In the supervision of health food, the market supervision department focuses on the strict examination and approval of product production before listing. After listing, it is required to indicate suitable people and unsuitable people on product labels and instructions, stating that "this product cannot replace drugs".

　　With the enhancement of consumers’ awareness of health care, the demand for health food has increased greatly. The market supervision department found that some violations of consumers’ rights and interests occurred in the development of health food market.

　　False propaganda makes consumers unconsciously equate health food with medicine, which is the strongest phenomenon that consumers reflect on health food marketing. When the reporter followed the inspection of the law enforcement personnel of the market supervision department, he found that some merchants boasted that the mattress worth 20,000 yuan was a magic mattress that could cure all diseases, and told the old people who came to experience it: sleeping on such a mattress, the head is not dizzy, the eyes are not flowery, and the legs are not painful. Law enforcement officers found that the purchase price of such a mattress is only one tenth of the selling price, and the hot spot on the mattress is actually infrared.

　　Some health foods are falsely publicized and exaggerated, and are blown into "magic medicine"; Some illegal enterprises, especially those that produce and sell nourishing and aphrodisiac health foods, illegally add sildenafil and other ingredients to harm consumers in order to enhance the efficacy of products.　

　　"My grandmother went to a health care class every three to five times, and received three or five eggs and one or two boxes of noodles every time. After receiving it for a dozen times, she spent more than 4,000 yuan to buy a bunch of selenium-enriched wheat that is said to be able to treat high blood pressure and heart disease. It is moldy at home." Speaking of the temptation of health food marketing to the elderly at home, Huang Ling, who is engaged in market supervision, said that in the marketing process of health food, some consumers bought a bunch of unnecessary ordinary food at a high price.

　　In view of the chaos such as consumer fraud and false propaganda in the marketing process of health food, Hunan Provincial Market Supervision Bureau reminded consumers in this year’s "100 Days" special rectification campaign to be alert to various routines in the marketing process of health food, including: cheating in the name of "prevention", "health care" and "treatment" of traditional Chinese medicine, or under the guise of medical concepts and terms; Free gifts or "health care products" boxes and bills for gifts; Faking the name of public welfare activities to attract consumers to attend lectures on popularizing health knowledge is actually promoting "health care" products; Claiming that products can cure many diseases and lure consumers; Provide family services at home and sell products to the elderly; Selling "health care" products (services) with free travel as the gimmick; The use of health programs (columns), disguised release of medical, pharmaceutical, "health" food advertisements; Through the network, "brushing the letter" makes consumers misunderstand the product sales; Lure consumers to invest, buy, etc. under the guise of high returns from buying company stocks.

　　On January 8 this year, 13 departments including the State Administration of Market Supervision jointly launched a nationwide "100-day" campaign to rectify the chaos in the health care market, and the market supervision department of Hunan Province responded quickly. It is reported that in the "100-day" rectification campaign, Hunan Province filed 646 cases, recovering economic losses of 6.5542 million yuan for consumers, and investigated and dealt with a number of illegal cases with serious circumstances and strong social repercussions, such as false propaganda of Xinqi Health Industry Group Co., Ltd.　

　　The warning words of the new regulations are written on the packaging box for the convenience of consumers.

　　The Guide published by the State Administration of Market Supervision on August 20th, as a new measure to overweight the supervision of health care products market after the "100-day" rectification action, focuses on the supervision of products after listing from three aspects.

　　First of all, it puts forward clear requirements on the warning signs of health food labels.

　　Product label is the carrier for enterprises to express product information to consumers, and it is also the way for consumers to obtain product information directly. Whether the marked content is true, clear and complete directly affects consumers’ judgment and choice. The reporter found that although the health food currently on sale in the market can’t relate to the functions of disease prevention and treatment, it only states that "this product can’t replace drugs", and the position and size of the statement are not specific and often inconspicuous, which is difficult to attract consumers’ attention, and gives the marketing behavior of false propaganda and exaggerated efficacy an opportunity.

　　The "Guide" makes it clear that health food should be provided with an obvious warning area, which is located on the main display page of the smallest package. It is necessary to mark the warning that "health food is not a drug and cannot replace drugs to treat diseases". The warning area should be no less than 20% of its layout, and at the same time, it should be in bold type to make consumers, especially the elderly, see it more clearly.

　　"In the packaging of health food, the shelf life is difficult to find, and some indicate the shelf life of 18 months, 36 months, ‘ See Seal for the production date ’ It is not only difficult to find, but also takes half a day to calculate. " The Guide also has new standard requirements for the problems of "can’t find", "can’t see clearly" and "difficult to calculate" in the way of labeling the shelf life generally reflected by the elderly consumers who buy health food in pharmacies.

　　The Guide makes it clear that the shelf life should be marked in a unified form and described in the way of "shelf life to a certain day of a certain year". In the labeling position of the shelf life, it is required to clearly mark the shelf life and production date on the obvious position of the minimum sales package (container) of the product. If the date is marked with "see a part of the package", the specific position of the package should be accurately marked. In terms of color difference, it is also required that the shelf life label should be in sharp contrast with the background color of the location, so that the shelf life can be seen at a glance and it is convenient for consumers to buy.

　　In addition, the Guide also puts forward detailed requirements for labeling service telephones and business premises with consumer tips.

　　In daily life, consumers often encounter some questions or problems when eating health food, such as whether children can eat it, whether the elderly are suitable to eat it, how to deal with the problems encountered in the process of eating, etc. Who to consult and reflect these questions or problems has always been a headache for consumers. In order to facilitate consumers to get advice in time when they encounter difficult problems, the Guide stipulates that information such as complaint service telephone number and service time should be clearly marked on the label of health food. Production and operation enterprises should answer and handle complaints and reports during the service period, and the relevant information should be kept for at least two years.

　　Influence helps to urge enterprises to implement the main responsibility.

　　Health food is not medicine, and it can’t cure diseases. The market supervision department will standardize from the label identification, which will play a positive guiding role in implementing the main responsibility of enterprises and standardizing the sales behavior of merchants.

　　As a kind of special food, according to the provisions of the Food Safety Law, producers and operators are responsible for the contents of the labels provided by them. The labels of health food should not involve the functions of disease prevention and treatment, and the contents should be true and the labels should be clear and obvious.

　　The Guide further requires that warning language be marked on the label, which shows the self-declaration of the real information of the product, reflects the self-commitment of the enterprise to the main responsibility, and is conducive to strengthening the awareness of honesty and self-discipline in the food industry.

　　In order to remind consumers more intuitively to be rational and understand consumption, and also to restrain and supervise the marketing behavior of merchants, the Guide also stipulates that health food operators should mark consumption tips in prominent positions such as business premises and online platforms. The market supervision department has even studied and formulated a reference template for health food consumption tips, which mainly includes: health food is food, not medicine, and cannot replace medicine to treat diseases; When purchasing health food, we should recognize the approval number and mark, and choose and eat according to the suitable crowd and the unsuitable crowd; Go to regular shopping malls, supermarkets, pharmacies and other business units to buy; In case of violation of laws and regulations, you can report to the local market supervision department or call 12315 to report complaints.

　　In recent years, the "chaos" in the health food market has become a major problem. Many consumers have a weak ability to distinguish health food, while some unscrupulous merchants exaggerate their propaganda by taking advantage of "emptiness", which makes many consumers suffer greatly. According to the relevant person in charge of health care industry Association, it is an important embodiment to protect consumers’ right to know by labeling warning words in a conspicuous position, so that consumers can enjoy the right to know the real information of the goods they buy and use, which is conducive to the formation of a long-term mechanism to resist false propaganda and prevent consumer fraud.

　　Maintain the healthy ecology of health care products market

　　Xiao Yinglin

　　Since ancient times, health and longevity have been one of people’s wishes for a better life. Young people’s greetings and blessings to the elderly are the most sincere and most listened to words: "I wish you happiness as the East China Sea lives longer than the South Mountain". Nowadays, the life of ordinary people is getting more and more comfortable, and health care is an ordinary topic for people. The elderly turn the blessings of their younger generations into their own actions. For example, listen to the wind and buy all kinds of health care products, or even buy them inexplicably.

　　As everyone knows, in the market, there are inevitably bad businesses that make money. Faced with the huge market demand, they either illegally launch products, or make false propaganda and confuse them, or make a big fuss about packaging … … Especially for some elderly people, it can be said that it is omnipotent. In recent years, the problem of merchants deceiving the elderly to buy products for profiteering by false propaganda has emerged one after another.

　　With more and more elderly people in China and the development of the national strategy of "Healthy China", the market for health care products is growing. In a sense, this industry is growing into a "giant". However, some health care products with serious circumstances and strong social repercussions in cheat people have made the "giant" move forward with illness, which is unacceptable. Everyone knows that cancer growth factor appears in the body, so it must be eliminated as soon as possible by medication and even surgery, which can make the body healthy and strong.

　　Now, the State Administration of Market Supervision has published the "Guidelines for Warning Terms of Health Food Labeling", which focuses on the supervision of products after listing from three aspects. It is believed that with the overweight of supervision, through the efforts of all parties, counterfeiting will be eliminated and the healthy ecology of the health care product market will be maintained.

Recently, Joy of Life, a costume drama, has been controversial because it costs 50 yuan to order it in advance, and some people even sued the video platform for it.

In addition, many users accused the video platform of "drinking poison to quench thirst", and some users said that they would switch to pirated platforms.

As of December 17th, Joy of Life scored 7.9 points in Douban, ranking first in the hot search list of mainland TV series of Tencent Video. According to the data of online film and television media data platform, as of December 17th, the popularity of the whole network in Joy of Life reached 51.26, far exceeding the costume dramas such as "He Lai Hua Ting" and "Sword Dynasty" broadcast in the same period.

At present, on Tencent and Iqiyi platforms, you have to pay 50 yuan to "unlock" 6 more episodes of Joy of Life than members.

On December 17th, Wang Juan, vice president of Tencent Video, talked about the recently controversial "VVIP" model in Joy of Life, saying: "The reason why we are controversial this time, I think it may be that we are not considerate enough to members’ consumption psychology. This piece is indeed our bug or something we have not done well enough."

Joy of LifeThe popularity is over the same period of costume drama, and members still need to pay for 50 yuan’s "unlocking" drama series.

On the evening of December 11th, Joy of Life needed to spend 50 yuan to board the hot search in Weibo due to the advance on demand.

Joy of Life is a costume drama directed by Sun Hao and starring Ruoyun Zhang and Li Qin, which premiered on November 26th, 2019 on Tencent Video and iQiyi. Production companies include Tencent Pictures, Xinli TV Culture Investment Co., Ltd., Deep Blue Film and Television, Reading Group, Huayu Times, Hainan Radio and Television, etc.

At present, on Tencent and Iqiyi platforms, it is necessary to pay 50 yuan to "unlock" six more episodes of Joy of Life than members, which has been hotly debated by netizens. As of December 17th, the drama has been broadcast to 29 episodes on both video platforms. However, at present, non-members can only watch the 17th episode, while members can only watch the 23rd episode. Only by paying 50 yuan to order in advance can they watch the 29th episode.

On the evening of December 14th, the People’s Daily client published an article entitled "Video website routines emerge in an endless stream, which is too ugly to eat", saying: "VVIP is set up outside VIP, and extra money is needed to enjoy advance on-demand video. Video websites are creating anxiety and inducing user consumption. Is there such an agreement in the previous agreement to purchase VIP? If it is not marked, this extra charge is actually a violation of consumer rights. "

On December 17th, Wang Juan, vice president of Tencent Video, said when talking about the recently controversial "VVIP" model in Joy of Life: "The reason why we are controversial this time, I think it may be that we are not considerate enough to members’ consumption psychology. This piece is indeed our bug or something we have not done well enough."

Facing the way of advanced VOD, Wang Juan also said: "The way of advanced VOD that we hope to explore has been challenged and criticized. But in the face of these things, a sense of crisis and creativity coexist. It is very important for the mining of user consumption, but we hope to think in a more scientific, more orderly and more respectful perspective. "

In addition, on December 17th, after the 4th Annual Summit of New Entertainment and New Consumption in China in 2019, Ying Dai, vice president of iQiyi and general manager of the self-made drama development center, said in response to the dispute over advanced video-on-demand in Joy of Life: "The content of video platforms is becoming more diverse, and the needs of users are becoming more diverse. Our original intention is to meet users’ more diverse content needs, but it may not be done well. In the future, we hope to take more account of users’ psychology and do a good job in the design and notification of scheduling. "

In fact, this is not the first time that the video platform has launched the "advance on demand" service.

At the end of the drama of the popular The Untamed, Tencent Video has launched a marketing strategy of an episode of 6 yuan and a total of 30 yuan’s pre-on-demand finale, testing the water for pre-on-demand.

Lawyer: After the appearance of VVIP, the propaganda promise of video websites constitutes fraud against VIP.

Zhao Zhanling, deputy director of Beijing Zhilin Law Firm, told the The Paper reporter: "The main problem in providing advanced on-demand service outside VIP is that purchasing VIP service means that you can watch 6 episodes first. According to consumers’ common understanding, this kind of preemption means that VIP members can watch 6 episodes first as long as there is a new episode update. However, due to the existence of advanced on-demand service, VIP members’ preemption of watching 6 episodes has only become relative to non-members and not relative to VVIP. Therefore, the propaganda promise of the video website about VIP members’ preemptive viewing of services is suspected of violating the Consumer Protection Law and constitutes fraud to consumers. "

It is worth noting that on December 16th, Weibo law blogger @ Wu Shengwei wsw, who has 670,000 fans, has taken Aiqiyi to court for pre-ordering. He said: "Joy of Life, who has been watching the hit of Iqiyi recently, is particularly good. After catching up with the latest episode, I found that I have to watch not only the patch advertisement, but also pay to watch it in advance. One episode is as high as 3 yuan. Only then did I realize that today’s members have become ordinary users. Nowadays, VIP members of iQiyi can’t automatically skip advertisements and watch hit dramas in advance. The original membership rights are gone, and many membership privileges are castrated in disguise. "

He also said: "I have always been a loyal user of iQiyi. I went through iQiyi’s VIP Member Service Agreement and found many problems and full format terms, so I am going to try it by legal means. I feel that if no one comes forward, there will be VVVIP, vvvvip in the future. The prosecution materials will be sent to the Haidian District People’s Court in Beijing by mail in the near future. "

Under the "film and television winter", the capital side is cautious, and the income pressure of video platforms is great.

On December 17th, Wang Juan, vice president of Tencent Video, admitted that the capital market gave less support to video websites this year, and the advertising growth rate was also slowing down.

"It’s true that the business support given by business friends to video websites is much less this year. Because last year, our variety show, our head network drama, can be said that every investment can basically achieve the goals we set for it, but this year is particularly difficult, because the budget you may have in your pocket has been reduced, and what is even more difficult is that everyone’s requirements for the delivery effect have gone further, so from the data point of view, our overall advertising growth rate has slowed down. "

Similarly, the third quarter report of iQiyi shows that online advertising revenue reached 2.1 billion yuan this quarter, down 14% year-on-year.

At the conference call after the financial report was released, Gong Yu, founder, director and CEO of iQiyi, expressed his expectation of advertising revenue in 2020. "Brand advertising accounts for the vast majority of iQiyi. There is no better sign of brand advertising next year as a whole, but effect advertising will be more optimistic next year because of iQiyi’s own efforts in technology and products. "

Gong Yu said: "The bottleneck of brand advertising revenue is not inventory, but the advertiser’s budget. So the utilization rate is not high. "

Cctv newsAfter placing an order online, many consumers have received a "favorable cashback" card attached to the goods, or a short message or phone call seeking favorable comments. Recently, Taobao announced that it would prohibit sellers from guiding favorable comments by means of favorable comments cashback.　

Taobao issued a new regulation in official website, pointing out that sellers are not allowed to ask buyers to only write favorable comments, modify evaluations, add evaluations, etc. by themselves or through third parties; It is not allowed to encourage and guide buyers to "praise" on the condition of material or monetary commitment.

Bao Ran, Deputy Secretary General of Zhongguancun Modern Information Consumption Application Industry Technology AllianceBribing consumers or related user groups to make false or distorted product evaluations is illegal in essence.

　　Core reading

　　In the first quarter, the national banking insurance supervision system received a total of 22,651 complaints about insurance consumption, which was 9.90% lower than the same period of last year, but it was still running at a high level. The fundamental reason is that insurance companies have not really established the business philosophy of customer first, the awareness of protecting consumers’ rights and interests is weak, the implementation of the main responsibility is not in place, especially the management and control of sales behavior is weak. In this regard, the regulatory authorities have further strengthened the investigation and punishment of misleading insurance sales, organized and carried out "precision strike action", strictly rectified, dealt with quickly, and paid more attention to accountability, played a warning and deterrent role, and better protected the legitimate rights and interests of consumers.

　　Recently, the Insurance Regulatory Commission of the Bank of China, in combination with the evaluation of handling complaints about insurance consumption in 2017, held supervision talks with the principal leaders of 10 insurance companies, including Xinhua Life Insurance, China Life Insurance, People’s Life Insurance, Sunshine Life Insurance, Taikang Life Insurance, Zhonghua Property Insurance, Yongan Property Insurance, Taiping Property Insurance, Yingda Property Insurance and Zhongan Online, which ranked lower in complaint handling evaluation.

　　According to industry insiders, it is the first time that executives of various companies have been interviewed by the regulatory authorities, which reflects the determination of the regulatory authorities to protect consumer rights.

　　In recent years, with the improvement of people’s living standards, insurance products and services not only cover all walks of life, but also go deeper into people’s lives. While residents’ awareness of insurance consumption has been significantly improved, various consumer disputes have followed suit, and consumer complaints have emerged in large numbers.

　　What are the "hot spots" of these complaints? What are the deep-seated problems behind the development of the industry? How to improve? Our reporter interviewed the heads of relevant departments in China Banking and Insurance Regulatory Commission.

　　Insurance complaints are still running at a high level, and claims disputes and sales disputes are more prominent.

　　The data shows that in the first quarter of this year, the national banking insurance supervision system received a total of 22,651 complaints about insurance consumption, which was 9.90% lower than the same period of last year, but it was still running at a high level. In terms of property insurance, consumer complaints involved 10,944 pieces of property insurance. Among them, there are 8628 claims disputes, accounting for 78.84% of the total property insurance complaints. The claims disputes are still dominated by auto insurance claims, which mainly reflect the disputes over liability identification in the stage of loss determination and compensation, the slow limitation of claims, the disagreement over the amount of claims, the disputes over the reasons for refusing claims, and the claims disputes caused by the failure to explain the obligations of underwriting.

　　In terms of personal insurance, consumer complaints involved 11,707 personal insurances. Among them, there were 4,907 complaints about sales disputes, accounting for 41.92% of the total complaints about personal insurance, which mainly reflected the exaggeration of insurance liability or income, the failure to truthfully explain the important contract contents such as insurance period, consequences of failure to pay fees on time, loss of termination and maturity of payment, and false and untrue propaganda. There were 3246 complaints about claims disputes, accounting for 27.73%, which mainly reflected the disputes about responsibility identification, slow limitation of claims and the amount of claims. There were 1140 complaints about surrender disputes, accounting for 9.74%, mainly reflecting the disputes over surrender amount and the slow time limit for surrender. In terms of types of insurance, complaints about insurance services such as sickness insurance and medical insurance increased significantly, with a year-on-year increase of 41.63%.

　　"The complaint data and the market operation mastered by the regulatory authorities also confirm each other." The relevant responsible comrades in China Banking and Insurance Regulatory Commission said, "For example, in personal insurance complaints, sales disputes are relatively concentrated. In 2017, complaints caused by insurance sales accounted for 45.60% of personal insurance complaints, and complaints caused by misleading insurance liability or income accounted for more than 80% of sales disputes."

　　"There are many insurance complaints. The fundamental reason is that insurance companies have not really established the business philosophy of customer first, consumers’ awareness of protection of rights and interests is weak, and the implementation of the main responsibility is not in place, especially the management and control of sales behavior is weak." He said that the problem of some insurance companies "focusing on front-end sales but neglecting back-end claims, focusing on performance and neglecting services" is more prominent, and it is difficult to meet the growing insurance demand of consumers. At the same time, some marketers have unilaterally explained product terms and deliberately concealed important contents of insurance contracts, infringing on the right to know and legitimate interests of insurance consumers.

　　"The sales behavior of quick success and instant benefit not only damages the legitimate rights and interests of consumers, but also damages the reputation of insurance institutions and the social image of the industry." The person in charge said.

　　Internet insurance complaints have increased, and flight delay insurance and travel accident insurance are hot spots for complaints.

　　The chronic disease has not been removed, and the troubles are coming again. In recent years, complaints about Internet sales channels have increased rapidly. In 2017, insurance regulators received a total of 4,303 complaints about Internet sales channels, an increase of 52.64% over the same period in 2016. Among them, flight delay insurance, travel accident insurance, return freight insurance and hotel cancellation insurance sold through the Internet are the "hardest hit areas" for complaints.

　　Insiders pointed out that the reason for the surge in Internet insurance complaints is that the sales method is not suitable for fully protecting the legitimate rights and interests of consumers. Different from face-to-face sales, online insurance mostly explains insurance clauses, insurance liabilities and other contents to consumers by means of "tick reading", which easily causes consumers to ignore or misunderstand important information that affects their insurance coverage, leading to contradictions and disputes in later claims settlement. Second, the service package does not match the speed of business development. Online new business has expanded its territory, but there are not enough physical service outlets and personnel to match it offline; The data systems of some third-party Internet platforms are lagging behind, and they can’t be connected with the business systems of insurance companies in real time, resulting in the problems that consumers can’t inquire about insurance policies and enjoy insurance services in time after being insured. Third, when some large Internet platforms cooperate with insurance companies, they are in an advantageous position in terms of capital, information, customer resources, etc. The latter is difficult to effectively control their sales behavior, and it is easy to cause complaints.

　　"There are still some insurance companies that lack the scientificity and rigor of product design and development in pursuit of explosions and eye-catching, which is easy to lead to insurance consumption disputes." China Banking and Insurance Regulatory Commission, the responsible comrade, said that the regulatory authorities have been continuously cracking down on old problems and new problems.

　　On May 28th this year, China Banking and Insurance Regulatory Commission notified the administrative penalty decision of Quanzhou Central Branch of PICC Life Insurance Company. On the one hand, the company deceived the insured, lied that the product was sold within 7 days, and stated that "6% of the latest interest rates of major banks have been killed" and "the company enjoys dividend every year". At the same time, it refused to provide relevant information to the inspection team, which hindered supervision and inspection according to law. To this end, the company was fined 250,000 yuan, and the responsible person was severely dealt with.

　　The regulatory authorities will continue to maintain strict punishment and strict accountability.

　　The main problems of the 10 insurance companies interviewed this time focus on the high number of complaints about insurance consumption, the inadequate implementation of the complaint handling system, and more complaints about sales disputes and claims disputes. In addition to the top leaders, business department heads who caused more complaints were also required to participate in regulatory talks.

　　The responsible persons of the insurance companies interviewed all said that they would strictly implement the regulatory requirements, rectify within a time limit, properly handle complaints and disputes with effective measures, continuously improve their operating level and service quality, and effectively protect the legitimate rights and interests of consumers.

　　"To purify the insurance market and protect consumers’ rights and interests, we must fight a tough battle and fight a protracted war." China Banking and Insurance Regulatory Commission, the responsible comrade, said that the regulatory authorities will adhere to the "people-centered" regulatory concept, solidly promote the work of rectifying market chaos, severely investigate and deal with all kinds of illegal acts that harm consumers’ legitimate rights and interests, and continue to strengthen the management of misleading insurance sales and difficult claims.

　　Recently, China Banking and Insurance Regulatory Commission, China has further strengthened its efforts to investigate and punish misleading insurance sales, organized a "precision strike operation", strictly rectified, dealt with quickly, and paid more attention to accountability, playing a warning and deterrent role. "The regulatory authorities will continue to maintain a high-pressure situation of strict punishment and strict accountability for violations of laws and regulations, rectify and standardize market order, and better implement the protection of consumers’ legitimate rights and interests, forming a normal state." The person in charge said.

　　Insiders pointed out that after the merger of China Banking and Insurance Regulatory Commission, supervision showed stronger execution — — In view of misleading bank insurance sales, China Banking and Insurance Regulatory Commission recently hit a heavy blow. According to the report of China Banking and Insurance Regulatory Commission official website on June 6, the contents of insurance period and annualized rate of return declared by Sunshine Life Insurance when selling products were seriously inconsistent with the provisions of the insurance contract, which deceived the insured, and the illegal acts of Hohhot Jiadi Sub-branch of Bank of China, which allowed the insurance company staff to stay in the office to sell, participate in the bank’s agency insurance sales and "double record" work, Administrative penalties were imposed according to law: the insurance institutions involved were stopped accepting new business from banks for one year and fined 600,000 yuan; the banks involved stopped accepting new business from agency insurance for one year and fined 300,000 yuan; and the relevant responsible persons were also warned and fined.

Text/World Network Business Data Analyst Sun Jixia

　

Without consumers, transactions cannot be established. For businesses, data about consumers is very important. At one time, obtaining a consumer report required a long and thorough investigation. With the continuous development of e-commerce and the increasing magnitude of data, various data products serving businesses came into being, and the way to obtain consumer data became more convenient and the cost was lower.

Among them, Alipay data is the largest gold mine in all data. First of all, Alipay data is based on real consumption data, or data generated from each real transaction, which is more reliable than other consumer research data; Secondly, Alipay data not only includes Taobao, but also has a broader user base, which can be said to include all aspects of e-commerce in all fields, and its rich data is unparalleled by any other company.

Therefore, "Tianxia Online Merchant Manager" and Tianxia Online Merchant Data Center jointly launched Alipay Data Compass, starting with the data of merchants outside Taobao, and brought a real online shopping data report of consumers outside Taobao for readers.

In particular, these data samples come from e-commerce websites supported by Alipay in 2012, except Taobao, which has extremely high reference value.

　

Demographic characteristics of online shopping consumers

1. Age distribution of online shopping consumers: Young people are the main force of online shopping.

Amoy e-commerce website accounts for more than 60% of online shopping consumers under the age of 30, and about 10% of online shopping consumers over the age of 40. It can be seen that online shopping consumers are generally young at present.

2. Geographical distribution of online shopping consumers: Online shopping is popular in third-and fourth-tier cities.

At present, consumers of e-commerce websites are mainly distributed in first-and second-tier cities, accounting for 67.9%. According to Alipay’s annual statement, in 2012, the number of online payment users in fourth-tier cities increased by 64%, and the amount of online payment increased by 68%, both exceeding those in first-and second-tier cities. Online shopping has gradually spread from developed areas to less developed areas, and the development speed of small cities can not be underestimated.

The province with the largest number of consumers on e-commerce websites is Guangdong, and Shanghai, Jiangsu, Zhejiang and Beijing also enter the top five. According to CNNIC data, the absolute number of Internet users in Shanghai ranked 13th in China in 2012. Based on Alipay data, it can be seen that the online shopping penetration rate in Shanghai is very high. The distribution of online shopping consumers in the top five provinces accounts for more than 50%, and the top ten provinces account for about 70%, which shows that the regional concentration of online shopping consumers is high.

　

Behavioral characteristics of online shopping consumers

1. Distribution of shopping network age: More than 40% of consumers have been shopping online for less than 2 years.

More than 40% of consumers on the website of Amoy E-commerce are online shopping for less than 2 years, among which the proportion of new consumers in 2012, that is, the proportion of consumers with online shopping for less than 1 year reached 23.4%, with more new consumers.

2. Frequency of purchase: Most consumers only shop online once a month.

70% of e-commerce website consumers only shop online once a month, and the proportion of consumers who shop online more than three times a month is less than 15%. For e-commerce, increasing the online shopping activity of consumers is an important issue.

3. Time distribution of online shopping: Consumers are more enthusiastic about online shopping on weekdays.

Consumers are more enthusiastic about online shopping on weekdays, and the number of online shopping consumers on weekends is significantly reduced. Because consumers can arrange their own time more freely on weekends or holidays, the shopping scene may shift to offline, while on weekdays, consumers do not have a lot of time to go out shopping, so they are more inclined to choose convenient and fast online shopping.

The online shopping time of consumers is consistent with the work schedule, and the shopping time is mainly concentrated in the daytime working hours and the evening at home. Among them, the shopping enthusiasm during the daytime working hours will be higher than that after work at home at night, and the shopping enthusiasm will drop slightly during commuting and eating time. Merchants can adjust their tactics according to the time distribution of online shopping to better meet the online shopping needs of consumers.

4. Customer unit price distribution: More than 70% of consumers’ online shopping customers have a unit price below 200 yuan.

The proportion of consumers whose unit price of e-commerce websites is above 1000 yuan is 9%, but more than 70% of consumers’ unit price of online shopping is below 200 yuan. It can be seen that most consumers tend to buy cheap items in online shopping at present.

5. Shopping preference: Clothing and accessories are everyone’s favorites.

Regardless of men and women, the top two categories that consumers love to buy are clothing and accessories. Household items are the third favorite category for women and the fifth for men, which shows that women love to buy household items more than men. 3C digital products are the fifth favorite category for women and the fourth for men, which shows that men love to buy digital products more than women.

The top two shopping preferences of all ages are clothing and accessories, but the top five shopping preferences will change with the growth of consumers’ age. For example, household items are the fifth category that consumers under the age of 24 prefer to buy, and from the age of 25, household items have risen to the third place; For consumers aged 30-39, maternal and child products have entered the top five, which reflects that most people in online shopping choose to marry late and have children late. Consumers aged 40-49 pay more attention to sports categories, and sports enter the top five shopping preferences in this age group. Consumers over the age of 60 are keen to buy food online, and food ranks among the top five in their shopping preferences. Online food provides convenience for the elderly who are not convenient for young people to move.

via： i.wshang.com

SAIC owns many automobile brands, including SAIC Volkswagen, SAIC-GM Buick, SAIC-GM Chevrolet, SAIC-GM Cadillac, SAIC Volkswagen Skoda, SAIC-GM Wuling, SAIC Roewe, SAIC MG, SAIC Chase, Nanjing Iveco, Shenwo Bus and SAIC Hongyan. The main business of SAIC covers the R&D, production and sales of complete vehicles (including passenger cars and commercial vehicles) and parts (including engines, gearboxes, power transmission, chassis, interior and exterior decorations, electronic appliances, etc.), automobile service trade business such as logistics, vehicle information, used cars, and automobile finance business. The main vehicle companies affiliated to SAIC include passenger car companies, commercial vehicle companies, Shanghai Volkswagen, Shanghai GM, SAIC-GM-Wuling, Nanjing Iveco, SAIC Iveco Hongyan, Shanghai Shenwo and so on.

SAIC Volkswagen is currently responsible for the production and sales of Volkswagen and Skoda, and its products cover A0, A, B, C, SUV, MPV and other market segments. Volkswagen brand models include Polo family, New Santana family, Lavida family, Lamando brand, New Passat brand new Passat, PHIDEON Huiang, Tiguan Silk Road version, All New Tiguan L brand new Tiguan L, Teramont Touran and Touran brand. Skoda brand models include Fabia Jing Rui, Rapid Xin Rui, Rapid Spaceback Xin Dong, Octavia Ming Rui, Superb Express, Yeti and KODIAQ.

SAIC General Motors Co., Ltd. is a joint venture between China SAIC and American General Motors Co., Ltd. It owns three brands, Buick, Chevrolet and Cadillac, and its product lineup includes more than 20 series, covering SUV, car, MPV, hybrid and pure electric vehicle. Among them, Volkswagen brand models include Polo family, New Santana family, Lavida family, Lamando, New Passat brand new Passat, PHIDEON Hui ‘ang, Tiguan Silk Road Edition, All New Tiguan L brand new Tiguan L, Teramont Touran and Touran, etc.

The business scope of SAIC is very extensive, including not only the R&D, production and sales of complete vehicles (including passenger cars and commercial vehicles) and parts (including engines, gearboxes, power transmission, chassis, interior and exterior decorations, electronic appliances, etc.), but also the automobile service trade business such as logistics, on-board information and used cars, as well as the automobile finance business. The main vehicle companies affiliated to SAIC include passenger car companies, commercial vehicle companies, Shanghai Volkswagen, Shanghai GM, SAIC-GM-Wuling, Nanjing Iveco, SAIC Iveco Hongyan, Shanghai Shenwo and so on.

　　　 Movie network news Compared with the dazzling skills, exaggeration and excessive changes in the adaptation of famous works in recent years, the 2012 editionGreat expectationsAppearing conservative and traditional, director mike newell shows the growth track of the protagonist Pip step by step according to the chronological order of the original works. However, it is an impossible task to include a literary masterpiece, especially an epic about growth and changes of the times, with the duration of a film. Expect again and again, but always get disappointed again and again. Perhaps, just as the upper class is to Pip, it is just an illusory dream to adapt the film without seeking transcendence but reaching the original.

　　　 Director Mike must have thought that all the audience had seen the original work, so he only chose a few important paragraphs, which also made the rhythm of the film very out of step, and the personality change and complicated relationship between the characters could not be explained clearly, leaving regrets. Pip’s way of growing up is actually to know love, money, class, humanity and redemption step by step. It is Dickens’ interpretation of all this, but every part of the story in the movie is missing something, and it is over before the climax, leaving only us off the screen, with an empty sense of nothingness to the subtitles. In the movie, Pip had an instant epiphany in the face of life changes and spiritual shocks, which saved all the entanglements and struggles, which made the embarrassment of being ridiculed, the pain of losing loved ones and the repentance of starting over not enough to touch people’s hearts and lose the power of the original text.

　　　 The swamp where the story begins and the countryside in Kent are quiet and beautiful, but the protagonist Pip’s shortness of breath and footsteps seem so uncoordinated. The sudden jump out of the prisoners hiding in the cemetery breaks this tranquility and changes Pip’s life from now on. Especially when I think back after I know the ending, I hope that time will pass slowly and then slowly. Even if I have a poor life and my sister’s beating and scolding, at least I have enough food and clothing and my brother-in-law’s protection. Just at that time, Pip didn’t know ordinary happiness. In front of the arrogant and beautiful noble lady, he just wanted to get into the upper class and exchange his "great future" for his sweetheart’s favor, but he didn’t know that such a future ruined his life. In his "ideal life", the narrow old streets of London make people feel bad, and the camera is aimed at the dirty mess in Little Britain. The so-called "great expectations" are also concentrated in exquisite and exaggerated aristocratic costumes and seemingly boring parties in the upper class. This irony should have been the protagonist’s experience after many experiences, but it is too superficial and deliberate in front of the camera.

　　　 Dickens wrote two endings for Great Expectations, which were originally gloomy and sad, but under the pressure of the publishing house, there was another happy ending as described in the film. The audience who like romantic love may applaud and believe that this is true love, but this love with too many impurities is hard to impress everyone. Director Mike and screenwriter david nicholls’s choice of ending is also doomed to lose the recognition of some audiences.

　　　 Fortunately, the restoration of the key points of the original, the exquisite dialogue, the retro British accent and the street view with a sense of the times, as well as the performances of Ralph Fiennes and helena carter, are enough to make this film qualify as a tribute to Dickens. In particular, Pip’s confession to Estella is a classic, which makes the listeners all moved. Ralph Fiennes’s appearance is not much, but it is one of the hidden main lines, and it is also the mainstay of this tome. Helena carter imitates tim burton’s "Corpse Bride" and the defeated "Queen of Spades". Although she occasionally feels a little jumpy, she still vividly displays the pale, thin, mysterious and weird image of a bad woman. Herbert, Pip’s good friend, is extremely dramatic in many supporting roles, even more vivid and lovely than Pip. No matter when he appeared as a child or grew up, he always brought people happy laughter, which also made the depressed story have a glimmer of light.

　　Cctv news(Reporter Wang Jiazhu) Open or closed? Cooperation or confrontation? Win-win or zero-sum In 2017, the international community needs to choose and maintain the correct course at this crossroads in history. At sunrise in the East, China used his wisdom and responsibility to give the answer to how to better benefit the world, to unite the greatest common denominator of all countries in the world, and to connect the Chinese dream with the world dream. In this year, the diplomacy of a big country with China characteristics entered a new era.

　　In this year, the 19th National Congress of the Communist Party of China established the Supreme Leader’s Socialism with Chinese characteristics Thought in the new era, opened a new journey of Socialism with Chinese characteristics’s cause, and defined the orientation, direction and strategic connotation of China’s diplomacy in the new era. In this year, customary diplomacy led China’s diplomacy to keep moving forward, safeguarded national interests, enhanced its international status and established the image of a big country; This year, from Davos to Geneva, from Hamburg to Da Nang, the Chairman of the Supreme Leader delivered important speeches on a series of international and multilateral occasions, putting forward clear ideas, opening the way for the world economy and contributing to global governance.

　　In this year, China, which entered a new era, helped the world, telling the world with its own actions that we are the mainstay of stabilizing relations between major powers, the strong voice of the times leading the direction of globalization, and the firm watcher of maintaining regional peace and development … … We ourselves, while becoming a "famous world power", are moving towards the center of the world stage step by step.

　　Thought: Draw a general plan for China’s diplomacy in the new era.

The opening ceremony of the 19 th National Congress (photo by Xinhua News Agency reporter Lan Hongguang)

　　On October 18th, the 19th National Congress of the Communist Party of China opened in Beijing. In his report, the Supreme Leader General Secretary summed up China’s diplomatic work and historic changes in the past five years, and made it clear that China’s diplomacy in the new era should promote the building of new international relations and the building of a community of human destiny. He pointed out that the world is in a period of great development, great change and great adjustment, and peace and development are still the themes of the times. China will continue to play the role of a responsible big country, actively participate in the reform and construction of the global governance system, and constantly contribute to the wisdom and strength of China.

　　Wang Yi, Minister of Foreign Affairs, said that the 19th National Congress of the Communist Party of China made a top-level design for us to do a good job in diplomatic work in the new era. The report of the 19th National Congress of the Communist Party of China clearly pointed out that the diplomacy of a big country with China characteristics should promote the construction of new international relations and a community of human destiny, which pointed out the way forward for us. Among them, the "two constructions" are the inheritance and innovation of China’s peaceful development, and the connection and intersection of the Chinese dream and the world dream. It embodies the greatest common denominator of all countries in the world and contains the common value of human society, which has become a distinctive symbol of China’s diplomacy as a big country with characteristics entering a new era.

　　In fact, since the 18th National Congress of the Communist Party of China, the CPC Central Committee with the Supreme Leader as the core has actively promoted the innovation of diplomatic theory and practice, put forward a series of new ideas, new ideas and new strategies, and has formed and established the diplomatic thought of the Supreme Leader General Secretary.

　　Wang Yi said in August this year that the core of the diplomatic thought of the Supreme Leader General Secretary is a main line, two pillars and three characteristics.

　　A main line is to firmly grasp the main line of adhering to peaceful development and promoting national rejuvenation. The two pillars are to build a new type of international relations with win-win cooperation as the core and to build a community of human destiny with one heart. Related to this, the General Secretary also put forward a series of new concepts and ideas, such as new security concept, new development concept, global governance concept, and correct justice and interests concept, which constitute the basic framework of the diplomatic theory system of China as a big country with characteristics. The three characteristics are advanced, pioneering and stable.

　　Footprint: hands-on diplomacy.

On January 18, 2017, the Chairman of the Supreme Leader delivered a keynote speech at the United Nations Headquarters in Geneva. (Photo by Xinhua News Agency reporter Rao Aimin)

　　In 2017, from home to the other side of the ocean, from G20 to APEC, in addition to the two "home diplomacy" of "Belt and Road Summit Forum" and "BRICS Xiamen Meeting", the Chairman of the Supreme Leader went abroad for five times, covering three continents of Asia, Europe and the United States and visiting eight countries … … In 2017, Chairman Supreme Leader will continue to build China’s diplomatic "circle of friends" to promote the stability and development of relations between major powers and neighboring countries.

　　From January 15th to 18th, the Supreme Leader of president paid a state visit to Switzerland, attended the 2017 annual meeting of the World Economic Forum and visited international organizations in Switzerland. This is the opening of China’s diplomacy in 2017, and it is also the first time that the top leaders of China attend the annual meeting in Davos. On the 18th, the Supreme Leader of president delivered a keynote speech entitled "Building a Community of Human Destiny Together" at the UN headquarters. This paper systematically expounds the major international initiative of building a community of human destiny.

　　From April 4 to 6, the Supreme Leader of president paid a state visit to Finland. During the period, the heads of state of China and Finland witnessed the signing of bilateral cooperation documents in the fields of innovation, justice and giant panda cooperation research.

　　From April 6th to 7th, the Supreme Leader of president met with President Trump in Haihu Manor, Florida, USA. This is the first face-to-face communication between the two heads of state since the new US president took office. The meeting laid the tone for Sino-US relations, pointed out the direction and planned the future, which is conducive to better benefiting the two countries and their peoples and benefiting people all over the world.

　　From June 7 to 10, the Supreme Leader of president paid a state visit to Kazakhstan and attended the 17th meeting of the Council of Heads of State of SCO member States and the opening ceremony of the special World Expo in Astana.

　　On July 3-4, the Supreme Leader of president paid a state visit to the Russian Federation. During the period, the two heads of state witnessed the signing of the Sino-Russian Joint Statement on Further Deepening the Comprehensive Strategic Partnership of Cooperation, the Sino-Russian Joint Statement on the Current World Situation and Major International Issues, and the Sino-Russian Foreign Ministry’s Joint Statement on the Korean Peninsula issue, which outlined the blueprint for Sino-Russian relations.

　　From July 4th to 8th, the Supreme Leader paid a state visit to Germany and attended the 12th summit of G20 leaders in Hamburg, where he delivered an important speech on the world economic situation and put forward four "China Propositions" to promote the development of the world economy.

　　From November 10th to 14th, the top leaders attended the 25th APEC Informal Leaders’ Meeting in Da Nang, Vietnam, and paid state visits to Vietnam and Laos. This is the first visit by the supreme leader after the 19th National Congress, and it is also the opening work of China’s peripheral diplomacy in the new era.

　　During the APEC Da Nang Summit, the top leaders attended 17 events within 44 hours, and in their keynote speeches, they revealed the profound changes facing the world economy, pointed out the development direction of the Asia-Pacific region, shared the experience of governing the country, and comprehensively explained the new development journey of China initiated by the 19th National Congress of the Communist Party of China.

　　Voice: China wisdom leads global governance.

"One Belt, One Road" International Cooperation Summit Forum (photo by Xinhua News Agency reporter Pang Xinglei)

　　At the beginning of 2017, the deep-seated impact left by the impact of the international financial crisis still exists, the economic recovery is weak, global trade and investment continue to be weak, and anti-globalization thoughts prevail … … It is at this time when the international community is generally worried and at a loss that China’s wisdom, like a bright lamp, continues to send out the strong voice of the times leading the direction of globalization and lead global governance.

　　In Davos, the top leaders actively responded to the concerns of all parties at the opening ceremony of the annual meeting of the World Economic Forum, and profoundly answered major questions such as "What’s wrong with the world" and "What should we do", stressing that it is not feasible to reverse the historical trend of globalization, and engaging in protectionism is like putting yourself in a dark room, calling for joint efforts to create an innovation-driven growth model, an open and win-win cooperation model, a fair and reasonable governance model and a balanced and inclusive development model.

　　During his visit to the United Nations headquarters in Geneva, the Supreme Leader systematically expounded the major international initiative of building a community of human destiny in the forum of the Palais des Nations, and put forward a Chinese plan to solve the global challenges facing human society, thus raising the China concept to an international consensus.

　　In May this year, the first "Belt and Road" international cooperation summit forum was successfully held in Beijing. Twenty-nine foreign heads of state and heads of state gathered in Beijing, and senior representatives of more than 130 countries and heads of more than 70 international organizations attended the meeting, forming a global consensus that all countries in the world should work together to promote the construction of the Belt and Road Initiative. The forum reached more than 270 cooperation achievements, weaving a mutually beneficial cooperation network centered on the Eurasian continent, radiating all continents around the world and connecting all the oceans in the world. We will build an international cooperation platform that integrates development strategies, complements each other’s advantages, is interconnected, and is inclusive and open, thus opening up a new path for rebalancing globalization.

　　At the G-20 Hamburg Summit held in July, the Chairman of the Supreme Leader made an important speech on the world economic situation and put forward four "China Propositions" to promote the development of the world economy. From Hangzhou to Hamburg, the "China Plan" of global governance in the same strain has become clearer, pointing out the direction and path for the world economy to achieve prosperity, stability and sustainable development.

　　Ten years ago, in the tide of the group rise of developing countries, the BRICS countries officially appeared on the international stage, bringing "golden power" to the world. Ten years later, in Xiamen, the Chairman of the Supreme Leader successfully presided over the meeting of BRICS leaders in Xiamen and the dialogue meeting between emerging market countries and developing countries, which opened the second "golden decade" of BRICS cooperation and built a new platform for South-South cooperation with global influence.

　　"As the second largest economy in the world, China is well aware of its responsibilities." This is the solemn promise made by the Chairman of the Supreme Leader at the APEC Business Leaders Summit in Da Nang, Vietnam in mid-November. In more than 5,000 words, he accurately explained the profound changes that are taking place in the world economy, and gave China’s plan again with "continuing to build an open economy and strive to achieve mutual benefit and win-win", "continuing to seek innovative growth and tap new development momentum", "continuing to strengthen interconnection and realize coordinated development" and "continuing to enhance the inclusiveness of economic development and let the people share development achievements".

　　Responsibility: the mainstay, maintaining peace and benefiting the world

On July 8, the Supreme Leader of president met with US President Trump after the conclusion of the G-20 Summit in Hamburg. (Photo by Xinhua News Agency reporter Yao Dawei)

　　"For the sake of peace, we must firmly establish a sense of community of human destiny. Prejudice and discrimination, hatred and war will only bring disaster and pain. Mutual respect, equality, peaceful development and common prosperity are the right path in the world. " In 2015, the Supreme Leader said so at the conference commemorating the 70th anniversary of the victory of Chinese people’s War of Resistance against Japanese Aggression and the world anti-fascist war.

　　Over the past year, China has continued to practice and promote world peace and development. Actively build a partnership of dialogue, non-confrontation, partnership and non-alignment, work together with other countries for lasting peace and universal prosperity, and become the mainstay of maintaining regional peace and stability.

　　The guidance of the head of state is the key to the development of relations between major powers. Since the beginning of this year, President Xi and President Trump have met for three times and communicated by telephone for many times, which has played a strategic role in stabilizing this most complicated and important bilateral relationship in the world. Shortly after the 19th National Congress of the Communist Party of China closed, President Trump paid a state visit to China. During their stay in Beijing, the two heads of state interacted sincerely, with frequent highlights, and even signed commercial contracts and two-way investment agreements with a total amount of 253.5 billion US dollars.

　　China and Russia are the largest neighbors linked by mountains and rivers. In the past year, the Chairman of the Supreme Leader and President Putin exchanged visits, held five meetings and intensively communicated with each other. Close cooperation on major issues of global strategic stability and deep docking on the development strategy of revitalizing Europe and Asia have made Sino-Russian relations an important cornerstone for maintaining peace and tranquility and upholding fairness and justice in today’s world.

　　In addition to new progress in coordination and cooperation with major powers, China’s good-neighborly friendship with neighboring countries has reached a new level in the past year.

　　In the face of various unstable factors gathered within Europe, China’s policy toward Europe is as steady as Mount Tai and consistent; China-ROK relations ushered in a turning point after the cold current caused by the "Sade" issue; China handled the incident of Indian border guards crossing the border into Donglang area of China in a reasonable and favorable way, which reflected the treasure of Sino-Indian relations and demonstrated the responsibility of maintaining peace. In terms of Sino-Japanese relations, Japan took measures to improve its relations with China at the end of the year … …

　　"The castle peak can’t be covered, after all, it flows east." This is a poem quoted by Foreign Minister Wang Yi when talking about the South China Sea issue. Since the beginning of this year, the situation in the South China Sea has slowed down. China and ASEAN countries have re-established a consensus on peaceful settlement of disputes through dialogue and consultation between the countries concerned, and officially announced the initiation of consultations on the substantive text of the Code of Conduct in the South China Sea. China and ASEAN countries have the ability to jointly safeguard peace and stability in the South China Sea.

　　In 2017, China also actively mediated around hot issues. Wang Yi concluded that on the nuclear issue on the Korean Peninsula, China, proceeding from safeguarding the international nuclear non-proliferation system, maintaining peace and stability on the peninsula, adheres to the goal of denuclearization, persists in solving the problem through dialogue and negotiation, and fully implements the UN Security Council resolutions concerning the DPRK. At the same time, it also shuttled diplomacy between Afghanistan and Pakistan to promote the establishment of bilateral crisis management and control mechanisms; Mediate Myanmar and Bangladesh, and put forward the idea of "three steps" to solve the Rakhine State problem in Myanmar.