On February 27, the State Press and Publication Administration announced the approval information of domestic online games in February 2024, and a total of 111 games were issued with version numbers in this round. Among them, the domestic stand-alone game "Black Myth: Wukong", which has attracted much attention from players since the release of some video promotional materials in 2020, was finally issued this month.

Some netizens were puzzled after paying attention to this news. Why do domestic stand-alone games have to pass the approval of domestic online games? In fact, "domestic online game approval information" and "imported online game approval information" are what players call "version number". The definition of "online game" by the State Press and Publication Administration is not exactly the same as the concept of ordinary players. In the minds of most players, "online games" can be "multiplayer online", and others are all called stand-alone games. Even "Yuan Shen", which must be played in an online environment, is often called a stand-alone game with online elements.

However, according to the State Press and Publication Administration’s 2009 "Notice on Implementing the State Council’s" Three Decisions "and the Central Editing Office’s Interpretation to Further Strengthen the Administration of Pre-approval of Online Games and the Approval of Imported Online Games," which clearly stipulates:The term "online games" as mentioned in this notice refers to all Internet game works that are used or downloaded online by the public through the Internet (including wired Internet and mobile communication networks, etc.). Mainly including but not limited to: large-scale role-playing online games (MMORPGs), web games (Webgames), casual games, online downloads of stand-alone games, games with networking functions, online battle game platforms, and mobile online games.

Therefore, it is not surprising that "Black Myth: Wukong" has been listed this time. In fact, a large number of domestic stand-alone games such as "Cologne", "Destiny 2" and "Warm Snow" have passed online game approval before.

This time, "Black Myth: Wukong", which has been eagerly followed by netizens, is an action role-playing game made by Game Science Company with Chinese mythology as the background. In the game, players will play a "Destiny Man", in order to explore the truth of the past legends, embark on a journey full of danger and surprise to the west. The team of Game Science Company told reporters that by the end of 2023, "Black Myth: Wukong" has been played more than 660 million times on the whole network. At the same time, the game image has also been continuously selected for the year-end inventory of CCTV cultural symbols in 2021 and 2022.

At the TGA 2023 annual game election ceremony on December 8, 2023, "Black Myth: Goku" was officially announced to be released on August 20, 2024, and was simultaneously launched on PC, PS5, and Xbox. This is the first time the game has announced its accurate launch information since the first exposure video was released in 2020. It has attracted great attention from the game market at home and abroad.

Within three days of the release of the game’s launch information, according to incomplete statistics, the game’s YouTube-related playback has exceeded 40 million, which is the first in the history of China’s stand-alone game trailer playback. It was spontaneously spread by a large number of overseas leading live streaming hosts in various fields. It is worth mentioning that in August 2023, at the Cologne Game Show, one of the most influential game exhibitions in the world, "Black Myth: Wukong" also won the "Best Visual Effects Award" in 2023.

Text | Reporter, Liu Kehong

Picture | State Press and Publication Administration, Game Science Company

Deng Chao recent photo

Deng Chao and Sun Li

"Chinese Ping Pong: The Jedi Strike Back" stills

◆ Sun Jiayin

This man with a shining performance resume, this man who is familiar with variety shows and the Spring Festival Gala, but the road to directing is unexpectedly unsuccessful. In the face of past doubts and current adversity, he accepted an exclusive interview with this newspaper and sincerely and completely opened himself up.

"The ball never lands, never give up."

"We’ve all failed, lost, lost, but it doesn’t matter, keep fighting, it’s like we’ve never been defeated!"

"Everything has just begun, and our efforts will not stop."

"Thank you to those who supported and shouted, the’Little Qiang ‘who can’t be beaten will eventually become the’Great Demon King’!"

Files were fixed, files were changed, releases were released, and screenings were withdrawn. Finally, "Chinese Ping Pong: The Return of the Jedi" re-embraced the audience on the 17th. These sentences were not so much the "small advertisements" forwarded by the leading star Deng Chao on his personal Weibo, but rather the letters of encouragement he wrote to himself again and again as a film director.

Facing doubts and adversity, he accepted an exclusive interview with this newspaper.

He said that when he returns to the stage, he will definitely cheer, but he is very calm. He admits that the film is not about how people achieve success, but how to face failure. He said that in the five years of filming, he has learned to face failure and reflect. "This will not stop, it is a lifetime thing."

1 From wanting to shoot, to several collapses

"When you see this project, you are gearing up, and when you really enter the first day of the project, you are scratching your head." Deng Chao did not deny that in the early 1990s, Chinese men’s table tennis fell into a trough, faced internal and external doubts, made drastic reforms, and finally in the 1995 World Table Tennis Championships "Jedi counterattack", regained the championship story, let him see himself and his partner Yu Baimei. "Bai Mei and I have also made very unsuccessful movies. For many days, we were very anxious, our faces were like ashes, and we couldn’t sleep. The national table tennis players in the movie were not favored when they were in a low ebb. But they did not give up. If they played badly, they practiced their playing methods; if the glue of the racket was not good, they went to make glue; if the tactics were not good, they would sharpen the tactics. People must face up to where their problems are and what their weaknesses are. Only by facing up to them can we come out. The plot in the play is too similar to our real-life experience, and when I see it, I really want to shoot it. "

But as soon as he got started, he immediately realized that this is a very difficult bone to chew, and even "may be an unfinished thing." Not to mention the impact of the epidemic on the shooting progress, nor how difficult it is to shoot non-direct competitive sports, learning to play ping-pong with the left hand is the first hurdle in front of right-handed Deng Chao. "In the first class, I started training completely from a little white. After playing for two hours, I was about to dehydrate. Coach Li Nan gave me a sentence, ‘Where is this going?’ I suddenly felt that the gap between me and the legendary coach I was going to play was too great." How to approach, restore, and present the history and those people is what Deng Chao has been trying to do for several years. After practicing table tennis hard for four months, he was a little broken, "I’m not alone, the’Five Tigers’ in the movie also told me several times that I can’t continue to practice, and the more I practice, the more I feel unsure." The more I chatted with the prototype’s wife, son, friends, and colleagues, the deeper I went into his world, the more I felt broken, "His interpretation of the game, the thickness of his life, I am far less than, what to do, what to do, often in this anxiety."

2. Face failure and regain your resolve

As an actor, and more importantly, as a director, how can I encourage actors, and myself? Deng Chao said that one day he told the "Five Tigers" in the film, "From the perspective of acting, the champion is actually immersed in failure. In other words, this frustration is actually very precious. Congratulations, this bad feeling of failure helps to complete the character creation."

This is true. What ultimately helped Deng Chao complete his role and movie was the dedication that he almost tied his right hand and tried to eat and do things with his left hand; it was the prototype’s treasured and yellowed tactical book, "Open the first page, there is an application form, an application for a TV, a chest push frame, and a pair of dumbbells. Flip down again, there are many things, there is a pre-game tactical analysis, there is a post-game summary reflection… This is like a Chinese ping pong martial arts secret book, I am like a mouse fell into a rice bowl"; it is also the power he drew from the Chinese men’s ping during the filming process, from the real history of the "Jedi counterattack". He realized that failure needs to be faced calmly, and when you face the problem squarely, you will find "medicine". "Bai Mei wrote a lot of lines in the movie that are the same as our state of mind, such as the coach played by Wu Jing who came to me and said, ‘You are not afraid of death, you are afraid of a ball.’ I said, ‘Then I can’t win before I die?’ He said, ‘You can also close your eyes in a down-to-earth manner.’ I think this is our life topic." When he said this, Deng Chao’s tone was very calm, but there was a sense of calmness in his calm.

"When things are going well, I can’t hear criticism, and I can’t see my shortcomings. Even for a long time, I don’t want to face the problem head-on, and I always bypass it skillfully. Even at home, I report good news but not bad news. But when you ask yourself, how good is your directing level? Do you believe that you can continue?" When he has the courage to reflect, he seems to no longer be afraid of failure. "You ask yourself again, what are you missing? Then make up for it, and when you make it up, you will find that it is’medicine ‘, which starts to take effect piece by piece."

3. Do your best to win or lose calmly

The movie was like a beam of light shining into reality. The medicine began to take effect one by one, and Deng Chao and Yu Baimei led the team to cross the river by feeling the stones. "We split each scene in the early stage, and we did a good job of dividing the shots." "Amir Khan (famous Indian Bollywood actor, director and producer," Wrestling! "Did you know that we have nearly 1,000 tracks?" "I don’t know how many times I have seen the video of that game in 1995. Everyone has a tablet, and we compare it while shooting." Deng Chao said that the entire cast of 500 people has always been trying to find a way to make more efforts, "to make even a little more progress. These past few years, it has been like a healing journey, and we have tried our best."

This effort was recognized by many famous people in the table tennis world, especially the character prototype. "After watching the movie, he was very excited and held my hand for a long time. After the movie was released, my wife (the character prototype played by Sun Li) called me several times and said that she liked Sun Li’s performance very much."

This effort made Deng Chao sober and confident about the new film, "We haven’t done well enough, we may never be able to really restore the courage and fearlessness of the hero, but I always believe that this film is valuable, and it will stay in time. If measured by life, I think it will have its own scale." But this effort may ultimately fail to achieve the ideal box office, "Box office doesn’t represent everything, but it represents a lot. I think after the dust settles on future movies, I have to continue to reflect." After a pause, Deng Chao said that this reflection will continue, "In fact, it will last a lifetime."

Author: Sun Jiayin

Source: Xinmin Evening News

Responsible editor:

Hu Ge is a first-rate TV actor and a second-rate movie actor.

It doesn’t matter whether it’s coffee or acting.

From "The Legend of Immortals and Swords" to "Langya Ranking" to "Flowering Flowers", Hu Ge has had a hit drama at every stage of his acting career.

But compared with TV dramas, Hu Ge starred in fewer movies, and even fewer masterpieces were produced.

So far, the best film of Hu Ge’s career is probably "The Wild Goose Lake" directed by Diao Yinan.

Recently, he starred in the theater film "Stop and Go" was released, and I thought that this movie starring Hu Ge could be ranked second.

Compared to "The Wild Goose Lake", there is no way, and there is a gap in grades between directors. But compared to "It’s Worth It", which won the Best Actor of the Shanghai Film Festival for Hu Ge before, "Stop and Go" has similarities in genre and theme, but the overall is much better.

More importantly, "The Wild Goose Lake" is more significant to Diao Yinan than Hu Ge, and Hu Ge’s performance in it can be regarded as futile at best, but "Stop and Go" has opened up a new track for Hu Ge.

Let’s talk about the movie itself first.

"Stop and Go" is a very "small" movie.

It had nothing to do with grandeur. It was about the little things that happened to the little people, and the director didn’t have much ambition. He didn’t want his movie to be linked to the big word "era".

The key word for the film is two words, go home. To put it more bluntly, it is the other two words, lie flat.

Wu Di, the protagonist played by Hu Ge, belongs to the North Drift Return crowd.

He worked as a screenwriter in Beijing, but he repeatedly hit a wall, and eventually failed in his emotional career and couldn’t get along, so he returned to his hometown of Sichuan.

In crime movies, this kind of person is most likely to have a big vote, but in literary movies, the trash will of course continue to live in a way that is heartbroken but free on the surface.

After Wu Di returned to his hometown, he immediately entered a state of mixed eating and waiting to die. A scene that reflects his state is that he is mixed in a group of the elderly queuing up to get eggs.

This scene also formed a connection with the main storyline, Gao Yuanyuan played the heroine Feng Liuliu appeared, as the host of the TV station, she was shooting this group of eggs for the elderly, but accidentally found high school classmate Wu Di mixed in.

Therefore, she came up with an idea to make a documentary with Wu Di as the protagonist.

Feng Liuliu’s behavior of shooting whatever he wants is very inconsistent with the tonality of local TV stations. The local stations in our impression, in addition to broadcasting painless advertisements and selling drugs for the elderly, will at most provide local leaders with a platform to show their self-charm. A host casually catches an old classmate and wants to shoot a documentary. This is nonsense among nonsense.

But nonsense is nonsense, the scene where Wu Di and Feng Liuliu met for the first time was really good.

Fortunately, the description of the characters.

The highlight is in the conversation between the two.

Wu Di met Feng Liuliu and was a little embarrassed, saying that he was "Gap". This reaction was very accurate. He bluntly said that he was unemployed and went home. Although he was honest, he was too sad, which would make the temperament of the film dim all of a sudden. He pretended to say that he actually had a job and just went home for vacation, and it was too hypocritical, which made the character unpleasant. He said that he was in "Gap", which was in line with the characteristics of the character as a literary youth.

Feng Liuliu is the character of an idealist in the film, and her ideas are relatively simple, which is also in line with the appearance of the actor. After all, if she grows into Gao Yuanyuan, she will not be beaten too much in reality. The characteristics of idealists are that they are easy to fake and empty, like to talk useless big words, and are especially willing to pretend to be very realistic. When she met Wu Di, she wanted to make a documentary, and she also said this sentence:

Middle-aged people like you often face a double burden.

Note that it’s not just middle-aged male characters who have fatherhood.

Wu Di’s reaction was very good. He didn’t think he was a middle-aged man, so he was stunned. He repeated the words "middle-aged man", but it became a question.

You look at Wu Di as if he should have eaten and slept when he returned home, but in fact, he didn’t. At this moment, he was stunned and exposed everything. Wu Di was just running away from his failure like a child.

Feng Liuliu took it well, saying that you are two months older than me, why are you not middle-aged?

Wu Di took it better. He didn’t follow the topic and turned a corner. What he said was:

You still remember my birthday.

The oppressive atmosphere caused by Feng Liuliu not speaking human words was instantly reversed, and Wu Di’s personality characteristics were once again highlighted. More importantly, the relationship between the two people was brought closer by this line.

In the film, Feng Liuliu may not really take Wu Di’s birthday seriously. Wu Di is very surprised. It is probably a reaction at that time. It does not mean that he will rekindle love because of this information point, but in the eyes of the audience, they will naturally look forward to something happening between them.

This made the movie look good. Many viewers would subconsciously shy away from literary films because some directors of literary films were too boring to film. Whether or not the artistry was put aside for the time being, and the audience could not see it, it would be difficult to find your artistic exploration and ideological expression.

The advantages and disadvantages of "Stop and Go" are symbiotic. His advantages are that the details are handled humanely, the characters are fresh enough, the lines are well written, and the rhythm is properly arranged. The disadvantage is that the living environment provided to the protagonist Wu Di in the film is a purified ideal world, as if as long as he returns home, everything will really be quiet, and even the opportunity to realize his ideal will appear.

Feng Liuliu made a documentary for Wu Di, saw the script written by Wu Di, and suggested that he make a movie. As a result, Wu Di really started filming.

This matter is no longer science fiction, and can basically be included in the category of magic.

Wu Di, who failed in Beipiao, should understand what the three words of making a movie mean. Don’t look at the Apple advertisement saying that you need a mobile phone to make a movie. Although Xu Lei used his father to make "Sherlock on the Plain", it also cost hundreds of thousands of dollars.

Of course, Wu Di had no money, so Wu Di’s mother gave Wu Di his father’s private money, but it was not much, 10,000 yuan.

What if there are no actors? His mother, Jiang Meiling, is the female lead, and the male lead? Call Lao Li, the pillar of the drama troupe. Lao Li also cooperated very much, and he was so idle that he agreed immediately.

Wu Di could be both a director and a screenwriter, so where could he find a photographer? Feng Liuliu didn’t want to make a documentary, but the TV station had a photographer. Coincidentally, this photographer liked Ozu as much as Wu Di, and also had the dream of making movies, so he was willing to volunteer labor, so he didn’t have to worry about the equipment, so he just appropriated it.

All the idealists in Sichuan surrounded Wu Di.

It has to be said that when these "golden fingers" accumulate to a certain extent, the reality of the film has been stripped away. In a sense, it is no different from a martial arts film. The difference is that martial arts may really exist, but the vacuum environment Wu Di is in is absolutely impossible to exist.

But what’s great about "Stop and Go" is that it held me back with characters and details.

I knew that the movie was a nonsense, but I was still attracted by it. I knew that there wasn’t much left in the movie’s reality, but I was still moved by the characters in the movie.

This is a very contradictory point, but it also reflects a certain dilemma faced by domestic film creators. Some of them are really good at making movies, especially writing single scenes, and know how to impress audiences, but the subject matter they have to deal with is likely to be either as distorted as air or as tasteless as water.

The scenes in the main plot of "Stop and Go" were shot with a high degree of completion, vividly portraying the Wu Di family and Lao Li and other characters, completing each single scene with great fun, and also making the emotional concentration become higher and higher in the development of the film’s plot. Finally, Wu Di’s father made up the shots for his deceased wife, which reached the peak of the moving level.

As far as the temperament of the film is concerned, there is a bit of Woody Allen’s taste. The director not only pays tribute to Woody Allen with the name of the male lead and the poster on the wall, but also has a touch of humor and sadness.

What really made me like the movie more than disappointed was the director’s handling of the ending.

If something really happened to Wu Di and Feng Liuliu in the film, then the film would be completely deflated. The director is very smart, and at the end of the film, Wu Di took over his sister’s class and became a taxi driver. The driving encountered congestion, and as a result, he met Feng Liuliu’s family who had been reunited with his ex-husband. Two lanes, two people and two cars stopped and stopped, the cars did not intersect, and there was no conversation. Everything was just right, with a little regret, but isn’t life like this?

This ending is ingenious enough, designed and natural. It is the point of the full score composition, but it is not so contrived, which is in line with the overall life flow of the film.

The director will arrange for Wu Di to become a taxi driver at the end, indicating that he knows what reality is like, and that he can make Wu Di and the others’ filming process interesting, indicating that he knows what life is like, but unfortunately, he still failed to find the perfect balance between realism and literary temperament. Inevitably, there will be distortion, but since the completion is high enough, many audiences, including me, can tolerate its shortcomings.

In other words, this is indeed a movie with a good sentence but no good chapter, but compared to many domestic films that don’t even have a good sentence, it is already a general among the shorts.

For Hu Ge, the significance of this film is that it allows Hu Ge to meet a particularly suitable role for him, that is, a dejected Wenqing boy with a bit of optimism.

In addition, although it is a bit far-fetched to classify "Stop and Go" as a comedy, if Hu Ge can use this film to realize that he can do comedy, and other directors can also see Hu Ge’s potential in comedy films, it will open up a few new possibilities for Hu Ge’s acting career.

END

　　[PConline Information]The mobile phone industry supply chain is gradually maturing and complete, and large manufacturers such as Huawei mobile phones have higher bargaining power in the selection of raw materials and accessories. And in the recently hyped sapphire screen, Huawei P7 has already used sapphire screen, becoming the first independent sapphire screen mass production model in the Chinese domestic market. The production process of such high-strength materials is not simple.

　　Known by the media as "never wear" sapphire screen, it has a hardness second only to diamond, and its production and processing difficulty and high price have made it used in high-end watches and precision optical instrument lenses. With technological breakthroughs, sapphire can finally be applied to mobile phones. And Huawei has brought a new upgrade to the Huawei P7 mobile phone that has been put into mass production with the help of sapphire technology. This 4G mobile phone released in Paris, France won the Best Consumer Smartphone Award in Europe for its good shape design and user experience. After getting the configuration of the new sapphire screen, it will become stronger and more perfect.

　　The bubble production method, the most important technology in the production of sapphire raw materials, not only determines the output of sapphire, but also determines the final quality of the material. Due to the complex process and long production cycle, the production of sapphire materials suitable for industrial fields places strict requirements on equipment and production environment. Because of this, as of today, only a few companies can produce sapphire materials for screens.

　　In 2013, Apple invested a huge amount of 578 million US dollars in cooperation with GTAT, the world’s largest crystal manufacturer, to buy out GTAT’s future production of sapphire long-crystal furnace equipment. Faced with the situation of "blockade" of raw materials in a short period of time, Huawei, which has the ability to regulate the industry chain, actively deploys resources to promote the improvement of the domestic sapphire industry chain. While the media is paying attention to the expansion of production capacity of Apple’s sapphire production plant in the United States, China’s local sapphire suppliers have taken the lead in releasing 150 kilograms of sapphire crystals in the world.

　　While obtaining scarce raw materials, Huawei has not relaxed its control over product quality. Since sapphire itself is a brittle material, the industry has always questioned its tolerance. Huawei and suppliers have conducted many tests to optimize the quality of the material. After the in-situ annealing of the long crystal rear section, crystal brick cutting, wafer grinding, and re-annealing after polishing, Huawei’s production of sapphire screens has not only eliminated the internal stress of sapphire, but also significantly improved the strength of sapphire. This meticulous attitude towards quality requirements may be more important than the more important use of high-end configurations.

　　Over the past decade or so, Huawei’s pursuit of leading technology and cutting-edge quality has never been slack. In 2013, Huawei’s investment in research and development reached 30.70 billion yuan, equivalent to about 5.10 billion US dollars, accounting for 12.8% of the annual sales revenue. This is the tenth consecutive year that Huawei has maintained its R & D investment at a high level of no less than 10% of revenue, far exceeding the average level of 6-8% prevailing in the "Global Top 500". As China gradually becomes the world’s largest consumer market for smartphones, to break the monopoly of imported brands in the high-end market, only through continuous investment in R & D and continuous innovation of product technology.

　　　　　In the manufacturing process of Huawei P7 sapphire screen. Due to the existence of sapphire material is hard, high surface energy, poor adhesion of the special finger, the screen processing process is slightly careless can lead to complete destruction of the material. How does the edge processing of sapphire not produce collapse? How to punch holes in the cover plate? Nowadays, the CNC numerical control machine tool hyped by many mobile phone brands can no longer meet the production and processing of sapphire screens. For this reason, Huawei has specially selected a supplier with processing patented technology, using the world’s leading laser non-destructive cutting and precision edge polishing process to solve the problems in the production process.

　　　　In the ink silk screen printing and AF coating process, Huawei has conducted more in-depth and detailed research. Through the adjustment of ink formula and composition, after testing dozens of ink schemes and adjusting the ink baking process, Huawei finally found an ink suitable for sapphire; in the process of developing new AF materials, in order to obtain an ultra-silky and highly wear-resistant anti-fingerprint AF film, Huawei adjusted the coating process according to the actual production experiment. During the production process, it also conducted a steel wool wear resistance test, which reached 5,000 cycles, and finally passed the material improvement and process optimization. It is the adherence to the quality-focused strategy over the years that has allowed Huawei’s rigorous and pragmatic attitude to be integrated into every detail of the mobile phone.

　　For the vast majority of Chinese consumers, simply having the best configuration is not enough to be called the best product, because the high-end configuration may not match the daily usage habits of consumers; for Huawei, there are always some steps that must be taken to transform cutting-edge manufacturing technology into a satisfactory product experience for Chinese consumers.

　　An internal confidential material with version number V1.0 clearly records Huawei’s rigorous product testing content, involving dozens of tests such as stress, drop, temperature, electromagnetism, and saline-alkali corrosion. In order to test the reliability of the mobile phone, a variety of scene modes such as free fall, low temperature controlled drop, and roller drop are set up in the drop process alone, and the test qualification standard is even set as many as 4,000 times for common micro-drops. For the huge environmental differences between northern and southern China, Huawei even specially set artificial sweat to test whether the mobile phone can maintain normal mechanical and electrical performance under complex use conditions after being immersed in saline-alkali corrosive liquid.

　　The production of Huawei Sapphire P7 in 2014 also went through dozens of complex tests such as four-point bend test, ball drop test, extrusion test, transmittance test, hardness test, coating test, TP/LCD test, drum test, drop test, high temperature and humidity test, etc., which proved the excellent product quality of Huawei P7 and verified the leading industry standard of Huawei mobile phone in hardness, temperature, signal and other performance indicators.

　　The homogeneity of goods is serious, and the quality is also criticized by consumers

　　The ten dollar store standing at the crossroads

　　"I love going to the ten-dollar store because I know I can afford everything in it," Xiaolin told reporters. But recently, she found that in the ten-dollar store she frequented, there were fewer and fewer real 10-yuan items, and earphones that used to cost only 15 yuan had risen to nearly 50 yuan.

　　In the past two years, grocery stores represented by "Mingchuang Premium Products" have blossomed everywhere. Some small goods such as headgear and tableware have been delicately packaged and placed in bright stores. Most of them sell for less than 10 yuan, which is very popular with consumers. However, recently, reporters visited a number of small commodity stores and found that the proportion of goods within 10 yuan has dropped significantly, and 100 yuan goods have gradually entered the room. Some products are not only seriously homogenized, but also criticized by consumers. Some stores also rely on "fake discounts" to attract consumers.

　　Experts say that today’s consumer demand is changing very fast, and the ten yuan store is also standing at a crossroads, and the goods are being upgraded and graded rapidly. In such a market, it is difficult for the ten yuan store to maintain the goods at a certain price for a long time. The operators of the ten yuan store also use 10 yuan goods to attract customers, and use higher-priced goods to profit.

　　Mingchuang Premium: less than one-third of the 10 yuan product

　　Last Tuesday evening, the reporter visited the Mingchuang Premium Store on the first floor of Yuedu Hui Shopping Mall in Xicheng District. The store has a wide range of kitchen and bathroom utensils, small household items, electronic products, and other products, and the sales prices are also uneven. Most small daily necessities are 10 yuan, the price of toys ranges from 25 yuan to 50 yuan, and the price of electronic products is basically more than 30 yuan.

　　Mr. Zhu picked out a power bank priced at 89.9 yuan and was ready to go to the checkout page to check out. When queuing up, he opened the mobile phone shopping software and found that it was also a 10,000 mAh power bank, and the price of the Xiaomi brand power bank was only 79 yuan. Mr. Zhu, who quit the checkout line, put the power bank back on the shelf. "Xiaomi specializes in mobile phones and accessories. The quality should be more reliable than Mingchuang Youpin, but the price is cheaper than here."

　　Among electronic products, there is a small aromatherapy humidifier of 99 yuan that is very attractive. The machine is in the shape of a vase, and the bottle mouth emits light smoke. The bottle is equipped with a light, and the light will change to different colors. Then the reporter searched on Taobao and found that the price of an air humidifier of the same specification is between 50 yuan and 100 yuan. Customer Xiaomei told reporters that this aromatherapy humidifier looks similar to a certain humidifier of Muji, but it is cheaper, so it has attracted many people’s attention. But after buying it back, he found that the amount of fog is very small. In less than a few months, not only the light is not on, but also the spray is not sprayed.

　　Since its establishment in 2013, Miniso has entered large and small shopping malls, many of which are in prime locations. Open the map and the reporter can find nine branches of Miniso within a five-kilometer radius. Recently, according to several media reports, Miniso is planning an initial public offering, raising about 1 billion US dollars. As the business expands rapidly, many consumers say that Miniso, which originally attracted people with "10 yuan high-quality life", is now more and more expensive. The product with the most concentrated complaints is the mobile phone data cable. Several customers said, "The Apple mobile phone data cable that used to be only 15 yuan has now risen to 49.9 yuan, or even more expensive." The reporter found in the store that, as consumers said, the data cable was priced at 49.9 yuan and 59.9 yuan. Subsequently, the reporter randomly selected 50 products in the Mingchuang Premium Store, only 17 of which were priced at 10 yuan or less. These low-priced products were concentrated in the categories of daily chemical products and small household accessories.

　　Nomi Home Furnishing: I see the discount label but not the price discount.

　　Zhang Xiaoyang (a pseudonym), who often visits Nomi Home Furnishings, has been a little confused recently: the store is clearly full of yellow labels with "50% off for two pieces and 40% off for three pieces", and the store’s radio is also broadcasting "End-of-season clearance, some products are discounted". Zhang Xiaoyang specially asked the clerk which discounts were on, and the clerk waved his hand and said that the ones with the yellow labels were all discounted. So Zhang Xiaoyang happily picked up the discounted labels on the shelf, and in order to collect the 40% off quantity, she specially picked three pieces. "Because I am very familiar with this store, I always feel that the price is wrong when I walk out of the store, because the cashier didn’t give me a receipt at the time, so I went back to ask for it. After seeing it, I realized that I didn’t give me a penny discount." The checkout page explained that the labels on the shelves were for the promotion of the store, and it did not mean that the items below the labels would be discounted. "I feel like I’m being cheated. If the store didn’t put discounted labels on it, I would definitely not buy so many pieces."

　　At noon on weekdays last week, the reporter visited Nomi Home Furnishing, which Zhang Xiaoyang described on Qianmen Street. The store is simple and large, and it sells mostly women’s and children’s products. When the reporter asked whether the labeled goods were all discounted, the clerk replied: "Not necessarily."

　　Most of the stationery, snacks, tableware and other items sold by Nomi Home Furnishing cost 10 yuan or less, while many other categories, such as aromatherapy machines, speakers, power banks, etc., cost around 100 yuan. Ms. Wu, who was shopping with a full shopping basket, told reporters that what attracted her to the store was that the prices of many small goods were relatively close to the people, and there would be discount activities. "But not all goods are discounted, and the prices of many goods are indeed not cheap. Sometimes when you have a good time shopping, you will buy some expensive goods." Ms. Wu dug out a 239 yuan dress in the shopping basket and told reporters.

　　In the ten yuan store, there are a lot of "hundred yuan goods"

　　With the improvement of citizens’ consumption level, more and more well-packaged small commodity stores have opened into the mall. From sewing boxes, screwdrivers, rubber bands to earphones, speakers, humidifiers, the price of goods can range from a few yuan to 100 yuan. When the reporter visited, he found that many goods in the "ten yuan store" that are really priced within 10 yuan are concentrated in stationery, tableware, snacks and other categories. And other types of goods in the store are not cheap.

　　Unlike the aforementioned small commodity stores, which attract people with low prices and discounts, in the Jiumu grocery store, which is also blooming in major shopping malls, many products are more than 100 yuan, and only a few products are around 10 yuan. However, the chic design of the products still makes customers here crowded. The reporter found that the same size canvas bag is priced at about 40 yuan in the aforementioned grocery stores. The highest price here can be sold for 99 yuan. The price of children’s toys is mostly around 150 yuan. The price of various small accessories is also around 30 yuan. The goods under 10 yuan in the store are concentrated in the category of stationery, which accounts for a very small proportion. A mother and daughter were attracted by a pile of metal brooches, but when they saw the price of 35 yuan, they immediately called it "too expensive". A group of young people picked up the dinosaur gloves on the shelf and played with each other for a while, then finally dropped the gloves and left.

　　Founded in 2015, Ximei Eslite’s store design is very similar to that of Mingchuang Youpin: a white door face and a store logo with white characters on a red background. Last Friday afternoon, the reporter visited Ximei Eslite, which is located on the first floor of Soxiu City, Chongwenmen Street. At this time, there were more than a dozen customers in the store, all of whom were young women. The reporter randomly selected 30 items in the store, 12 of which were 10 yuan or less.

　　The ** (The Green Party) located in Guorui Shopping Center is located between the famous brand counters in the mall. According to the rough statistics of the reporter, only about 30% of the 10 yuan goods in the store.

　　Expert Reviews

　　Consumer demand changes rapidly, and it is difficult for ten yuan stores to maintain average prices

　　Why are there not many "ten yuan goods" in the ten yuan store? Yang Qingsong, secretary general of the China General merchandise Business Association, told the Beijing Evening News that this is related to the consumer market. "In the period of very fast economic development, it is difficult for small commodity stores to maintain most goods at a certain price and remain unchanged for a year or two."

　　Yang Qingsong said that according to the law, average price stores can actually achieve relatively large development when the commodity economy is relatively stable. Because at such a stage, market consumption is very stable, the price, variety and quality of consumer goods are in a state of balance, and the profit of average price stores can be relatively flat. However, in the stage of rapid economic development and large changes, there is no market for average price stores. "The momentum of Mingchuang Youpin was very strong in the first two years, but now consumer demand changes very quickly, and commodities are constantly being upgraded. In such a market environment, it is difficult to have the soil of average price. In order to attract consumers, Mingchuang Premium and similar small commodity stores need to constantly adjust and upgrade, and make changes in categories, and prices will also show diversity. "

　　As for the number of "100-yuan goods" popping up in the 10-yuan store, Yang Qingsong said that the general retailer’s strategy will distinguish between goods with passenger flow and goods with gross profit. For some goods, consumers are very sensitive to its price, and retailers will make enough low prices to attract consumers. For other goods, consumers are relatively less sensitive to its price, and rarely pay attention to how much more expensive this one is than that one, so such goods can be profitable.

　　Photo by our reporter, Xie Yuhang

　　Recently, many smart speaker users have reported that they have been "cut leeks". Users accidentally discovered that smart speakers at home must open exclusive members to play music and other content that could be heard for free before. In fact, a similar "nesting doll-style charging" situation has appeared on the TV side. Relevant people believe that with the increasing awareness of copyright protection, consumers have accepted to pay to watch film and television content, but the practice of suddenly charging or restricting playback channels is suspected of infringing on consumers’ right to know and arm’s length transaction rights. Content platforms should use more and better content and better consumer experience to increase user revenue.

　　Who accounts for the majority of speaker expenses?

　　One year membership fee is equivalent to one speaker.

　　"The smart speaker Xiaodu bought before has not been used very much. Recently, my child went to school and wanted to use the Xiaodu speaker to listen to songs. It prompted me that I need to bind a member. I bound the green diamond membership of QQ Music, but it said that the paid songs must be bound to Xiaodu’s own members, 108 yuan a year." Xiaoshan, a consumer from Beijing, was angry, believing that this sudden charging behavior was "cutting leeks" by the smart speaker.

　　In addition to Xiaodu, there are many different brands of smart speakers that have also been complained. "In the past, Tmall Genie could play designated music, but later playing designated music asked me to bind a member. Now popular songs are also bound to a member. What other smart speakers are free of charge?" "When the JD.com Jing Fish Seat speaker was purchased, it only said how many resources it had, but did not mention the payment.

　　Beijing Youth Daily reporters found in an interview that smart speakers that could play music and tell stories for free with their mouths have also begun to charge, causing consumers to express dissatisfaction.

　　From the specific price point of view, the membership fee is generally between 109 yuan and 159 yuan per year, including QQ music/Kugou music/Kuwo music and other music speakers music library, some story books and other content.

　　A reporter from Beiqing Daily searched for "smart speakers" on the e-commerce website and saw that the price of various hardware devices is not high at present. You can buy a smart speaker for 89 yuan, 119 yuan or 134 yuan. If you want to buy one with a screen, the price is slightly more expensive, around five or six hundred yuan. However, buying hardware is just the beginning, and the subsequent membership fee is the bulk of consumer spending. The one-year membership fee is equivalent to the price of an ordinary speaker.

　　There are also consumers who say that even if they recharge their members, they can’t all be free. Take music as an example, members can only choose one of three music libraries in music speakers such as QQ Music/Kugou Music/Kuwo Music. Due to the copyright of these music libraries, each music library has incomplete songs. "If you want to listen to all of them, you may have to buy three copies."

　　What if you don’t want to open a membership?

　　Customer service: You can connect to the Bluetooth of the mobile phone to play songs.

　　In this regard, the customer service of the platform with smart speakers responded: "We have checked internally, because the free resources provided by the music copyright party to the speaker side will be dynamically configured in terms of ownership, hotspots, and regions. It has been optimized for your feedback. According to the requirements of the copyright partner, the songs you are currently on demand need to be bound to the music member account before you can continue to play. It is recommended that you follow the prompts to bind."

　　Another speaker platform customer service said: "Music members from other channels, such as QQ Music’s Green Diamond members, NetEase Cloud Music members, etc., currently do not support logging in to use on speakers. We have cooperative relationships with QQ Music, Kugou, Kuwo, etc. They provide music resources. If you listen to member music on speakers and other devices, you need to open a speaker member with music rights."

　　The customer service also said that there is currently only one way to listen to audio without purchasing members: connect through Bluetooth, and then play the three-party music app member resources logged in on the mobile phone.

　　Therefore, binding membership is not a unilateral requirement of the hardware platform, but a common requirement of the music content copyright providers behind it, including QQ Music, Kuwo Music, Kugou Music, etc.

　　The Beijing Youth Daily reporter saw that the current QQ music green diamond charges 168 yuan/year, and there are more advanced super members and audio-visual members, with prices of 348 yuan/year and 288 yuan/year respectively, while speaker members need to buy separately.

　　In fact, there is a similar situation on the TV side. Not long ago, the topic of "charging multiple members of a smart TV costs nearly 1,000 yuan a year" became a hot search. That is to say, the members of the mobile and TV terminals of major video software are not interoperable, and users who buy the video VIP on the mobile terminal do not mean that they can watch VIP exclusive content on the TV terminal. If they want the family to sit together and watch, they have to buy a more expensive VIP. These apps say that the definition of the TV terminal is higher, so the price is also different. For example, the membership of the Tencent video app is 168 yuan/year, and the TV terminal is 278 yuan/year. Some apps also disable functions such as screen projection and mirroring.

　　In this regard, the Shanghai Consumer Protection Commission issued a document saying that screen projection is a normal usage scenario for mobile end users. Consumers pay, and it is the consumer’s right to watch or cast the screen on the mobile phone. The platform’s practice of restricting consumers’ screen projection in the app is unreasonable, and it is even more unkind to want to use this method to increase charges. Video platforms have no right to improperly obtain mobile phone permissions and interfere with consumers’ use of third-party apps or connections to cast screens.

　　Does "nesting dolls" infringe?

　　Alleged infringement of consumers’ right to know

　　During the interview, the reporter of Beiqing Daily found that some consumers accidentally realized that some content needed to be paid during the use of the speaker, rather than receiving a notification from the platform. This made them feel very bad, thinking that the speaker and the platform were "quietly raising prices behind the back of consumers".

　　In this regard, a lawyer told the Beijing Youth Daily reporter that this kind of "nesting doll-style" behavior, which has suddenly changed from free to charging, is actually suspected of infringing on consumers’ right to know. "First of all, the propaganda information of these speakers is not clear at the time of sale, which is suspected of infringing on consumers’ right to know. The right to know refers to the authenticity, accuracy and appropriateness of consumer information when consumers buy goods and services, which is the guarantee for consumers to make rational choices." Secondly, the lawyer said that platforms such as QQ Music, Kuwo and Kugou, which actually hold content resources, should also open their services to more consumers. " The audio platform should simplify the membership system and clearly inform consumers of the main rights and obligations in the form of text prompts in the pop-up window, so that the majority of consumers can understand and understand the purchase authority. In addition, the video platform unilaterally and suddenly changed the terms that are unfavorable to consumers, suspected of infringing on consumers’ arm’s length transaction rights. "

　　Lawyers also said that the agreement of the video platform is often changed, and consumers should be informed of the change of the agreement by means of pop-ups, etc., and the rights and interests of the original users should be protected. Changing the content of the agreement on a fair and reasonable basis is not a unilateral restriction on the rights and interests of users. For example, there are platforms that suddenly change the content of the agreement and restrict the listening channels of members’ audio. Such unilateral changes and make unfavorable terms to consumers are suspected of infringing on consumers’ arm’s transaction length rights.

　　point of view

　　Both the device side and the content side require multiple considerations

　　With the strengthening of copyright protection awareness, users have been willing to pay to watch film and television content, but merchants ignore consumers’ perceptual experience and opinions in addition to charging. The reason is that on the one hand, because the output content of audio and video content copyright owners is becoming more and more powerful, consumers can only choose from the resources they provide, and have no bargaining power; on the other hand, there are no clear laws and regulations or national standards or industry standards to regulate member business. But it should also be noted that the National Development and Reform Commission and the State Administration of Radio, Film and Television have clearly put forward the principle of combining service costs with social affordability.

　　No matter when, respecting users and cherishing consumers’ favor should be the "golden rule" pursued by merchants and even the industry. Obviously, charging users in disguise with the "nesting doll-style charging membership" and the incompatible overlord clause of multiple end points will not only look ugly, but also consume the good user experience and trust in merchants accumulated in the early stage, shake the foundation of the content payment model, and even destroy the payment cake.

　　In this regard, both end point equipment manufacturers and content providers need to consider many aspects, abandon the narrow interests of thinking mode, combined with multi-end point compatible market needs, explore the development of a membership system to meet the needs of users, and bring more and more rich video resources to the people, so as to go a long way.

　　This group article/reporter of this newspaper, Wen Jing

　　Coordinator/Yu Meiying

　　IMAX Corporation and IMAX China Holding Inc. and Wanda Film’s joint stock company today announced the signing of the largest IMAX-ever agreement to build 150 new IMAX cinemas in 002739.SZ. Under the agreement, the cinemas will be built and distributed across China over a six-year period starting next year, with 110 to be installed by the end of 2020.

　　The deal builds on a long-standing partnership dating back to 2007, when Wanda Cinemas, the cinema arm of Dalian Wanda Group, opened its first IMAX cinema in Dongguan. As Asia’s largest cinema chain, Wanda Cinemas currently operates more than 160 IMAX theaters.

　　Today’s agreement is expected to increase the number of Wanda’s IMAX cinemas by more than 70 per cent to 360, with the majority set to open over the next three years and all signed cinemas scheduled to open by 2022. The agreement will increase the number of cinemas under contract in IMAX China by nearly 60 per cent. The agreement is on top of a contract signed by the two companies in 2013, under which Wanda will build 120 new IMAX cinemas by 2020. Wanda now expects the projects under the previous agreement to be installed by the end of 2016, four years earlier than originally expected. Nearly half of the new IMAX cinemas in Wanda’s cinema chain will be equipped with IMAX’s latest laser projection technology from the end of 2018. The main provisions of the new agreement are highly similar to those of the 2013 agreement.

　　Richard Gelfond, chief executive of IMAX, said: "This is a landmark development in the history of IMAX and a key point in our business growth strategy. In particular, based on our long-term observation, contracted theaters translate directly into theater installations, resulting in higher box office and ultimately increased company revenue. This agreement not only strengthens our leadership position in China, the world’s fastest growing film market, but also reinforces IMAX’s partnership with one of its most important business partners, Wanda Cinemas, and speaks volumes about the value Wanda brings to the IMAX business. Wanda’s significant commitment in the agreement fully demonstrates that our decade-long partnership has far exceeded the original single-theater sales agreement. Wanda and IMAX are now operating under a more sustainable revenue sharing model, providing new opportunities for the release and box office distribution of key Chinese-language films.

　　Since 2013, IMAX and Wanda have collaborated on a number of high-profile Chinese-language films, including "Tai Chi Man," "Get Out! Mr. Tumor" and "Finding the Dragon," which set a box office record for an IMAX Chinese-language film released last year.

　　"The strategic importance of our partnership with IMAX cannot be overemphasized," said Zeng Maojun, president of Wanda Cinemas. "This partnership has been critical to the rapid growth of Wanda’s cinema business and our record of being the leader in the Chinese box office market for seven consecutive years. And our business model will create differentiated film experiences. Combining Wanda’s first-class cinema environment with IMAX’s advanced film technology, we are able to provide the most immersive and powerful film entertainment experience anywhere in China. We look forward to working with IMAX in this successful model to accelerate the rapid expansion of China’s film industry in the coming years, bringing more blockbusters to Chinese audiences.

　　Mr. Zeng singled out the partnership between IMAX and Wanda for playing an important role in the June release of Hollywood blockbuster Warcraft, which was produced and distributed by Wanda Group’s legendary film studio and quickly broke box office records as well as sparking a cultural boom. Warcraft broke IMAX China’s first-day box office record with 35 million yuan ($5.30 million) after its release, and also set IMAX’s zero-point show and pre-sale records in China.

　　With today’s deal, IMAX has signed 284 theaters so far this year, including 229 in China, surpassing IMAX’s previous global record of 277 theaters in a year. The Chinese market accounts for about one-third of IMAX’s global box office revenue.

　　As of June 30, 2016, IMAX had 335 theaters in China, up from 250 in the same period in 2015. Despite the significant growth of the theater network and its presence in more than 100 different cities in China, IMAX’s single-screen average box office has remained steadily between $120 and $1.30 million over the past four years.

　　Earlier this year, IMAX announced four Chinese-language blockbuster summer collaborations, including Wanda Cinemas’ "Kuaishou Gunslinger," Anle Pictures’ "Chow Yun-fa’s" Chills 2, "kung fu superstar Jackie Chan’s fourth IMAX film," Jedi Escape, "and the 3D adventure blockbuster" Tomb Robbing Notes, "directed by Li Rengang and directed by LeTV Pictures and Shanghai Film Group. IMAX also plans to collaborate with" The Great Wall, "starring Matt Damon and directed by Zhang Yimou. In addition, the company is also exploring other potential collaborations, including" Journey to the West 2. "

　　"China is a rapidly growing market and Chinese moviegoers are increasingly demanding film technology and cinematic experience," said Zhang Yimou. "As a filmmaker, I want to do my best to provide the best experience for my fans and look forward to presenting my new work’The Great Wall ‘in IMAX format on IMAX’s growing cinema network."

　　IMAX plans to increase the number of Chinese-language film collaborations in China, with 8-10 Chinese-language films expected to be screened in 2016, including "Three Dozens of White Bones" and "Kung Fu Panda 3" released earlier this year. IMAX’s list of Hollywood blockbusters in China this year also includes "Bourne 5", "Star Trek 3: Beyond the Stars", "Fantastic Beasts and Where to Find Them" and "Doctor Strange". In addition, IMAX China and the Chinese Cultural Industry Fund announced the establishment of a film production fund to jointly invest in 15 Chinese-language films over the next three years.

　　In addition to Wanda Cinemas, Wanda Group also owns the AMC Cinema Line, which is IMAX’s first commercial cinema partner in North America and the largest IMAX cinema chain in the world. AMC is also currently the largest IMAX cinema chain in North America, with 185 existing and committed IMAX theaters.

　　Zhang Jun, Sina Technology

　　"When I left Meizu for a while, I saw some products, especially when I saw other people holding these products, and I was deeply hesitant. I vowed to change," Huang Zhang, who returned to Meizu, told Yang Zhe, Meizu’s senior vice president. "If a product does not have Buddha nature, I will never allow it to appear."

　　"Change" is the key word for Huang Zhang’s return in 2014 and 2017. The difference is that Meizu in 2014 faced a change from small and beautiful to popular, while Meizu now encounters a change from too popular to return to its original intention.

　　After Meizu announced the strategy of introducing capital and expanding its product line in 2014, it quickly increased the sales volume from 4.40 million units to 20 million units in 2015, but the crazy expansion also brought the side effect of huge losses of over 1 billion yuan. In 2016, Meizu launched 14 consecutive products, but the annual sales increased by only 2 million units year-on-year.

　　In February 2017, Huang Zhang, who was regarded as the soul of Meizu, came out again, and his prescription was to create a dream machine: Meizu 15/15 Plus.

　　The "only one" brand concept put forward by Meizu recently is similar to the original beauty of wabi-****, and it is still the usual Buddha-like yellow seal style. However, the yellow chapter who came out of the mountain for the second time is no longer the pure paranoid product maniac. The dual-brand strategy of Meizu and Meizu not only gives itself the opportunity to try high-end and return to its original intention, but also leaves a basic sales trump card as a way back.

　　Meizu ushered in the 15th anniversary of its establishment this year, and Huang Zhang’s dream machine will also be officially unveiled in the spring. Can Meizu usher in a new life under the leadership of Huang Zhang in 2018?

　　Crisis resurfaces

　　Similar to 2014, when Huang Zhang announced his return in 2017, Meizu was facing an existential crisis.

　　In 2014, Xiaomi, which was established only 4 years ago, topped the Chinese smartphone market with 61.12 million sales in the Internet mobile phone model. Also in this year, Xiaomi completed a new round of financing of 1.10 billion US dollars, with a valuation of 45 billion US dollars.

　　At that time, Meizu, which had been established for more than 10 years, was still a family-owned enterprise, and the sales of smartphones remained at the level of millions for many years. At the same time, under the fierce external competition, Meizu also experienced crises such as the exodus of executives and the turnover of employees.

　　In February 2014, after Bai Yongxiang, Li Nan, Yang Yan and other executives showdown the crisis facing Meizu, Huang Zhang, who had always believed that he could solve everything by doing a good job in products, finally "realized it". In his internal speech on the day of return, he declared that he would lead Meizu to create an era of more rapid development. "We will make appropriate financing, the main purpose is to implement the employee stock option system, followed by allowing the marketing department to have more resources to increase marketing activities, and to introduce more talents."

　　However, shortly after his return, Huang Zhang once again faded out of day-to-day management, and the change plan he set out empowered executives to implement it.

　　In the following July 2014, February 2015 and October 2016, Meizu conducted multiple rounds of financing, including Alibaba, Tianyin Holdings, etc. In terms of product rhythm, Meizu also changed the style of a mobile phone in the previous year. In 2014, it released 7 products and established a new Meizu sub-brand. The overall sales volume reached 4.40 million units that year; in 2015, it released 6 products and launched a PRO series targeting high-end people. Sales jumped to more than 20 million units that year, an increase of 350% year-on-year.

　　However, in 2014 and 2015 consecutive aggressive expansion strategy also brought the sequelae, 2015 Meizu net loss of more than 1 billion yuan, the company’s total debt of nearly 8.90 billion yuan, total net assets – 1.60 billion yuan; 2016 Meizu released 14 consecutive products, but the annual sales only increased 2 million to 22 million units, did not complete the target of 25 million units, while the first half of the net loss of 300 million yuan, the company’s total debt nearly 2.70 billion.

　　In early 2016, Huang Zhang made a rare appearance at Meizu’s annual meeting and put forward the goal of "stabilizing growth, generating profits, and advancing to the IPO". Meizu then launched a 5% layoff plan. These measures also began to bear fruit, and Meizu achieved a turnaround in 2016.

　　In February 2017, in the context of the Meizu crisis still not fully reversed and the 15th anniversary of its establishment in 2018, Huang Zhang announced on Weibo that he would re-emerge from the mountain to create the dream machine in his heart – Meizu 15/15 Plus.

　　Reinventing Meizu

　　Unlike the return in 2014, Huang Zhang no longer became a hands-off shopkeeper after setting a grand strategy, but personally reformed Meizu in terms of organizational structure, products, and channels.

　　One month after the handover, Meizu increased the number of layoffs from 5% to 10%.

　　Three months after the return, Meizu underwent a major organizational restructuring. Huang Zhang served as the chairperson and CEO of Meizu and established three new business divisions – Meizu Business Division, Meizu Business Division, and Flyme Business Division. The intention of this adjustment is obvious. Huang Zhang personally manages the Meizu business division, and soon poached Yang Zhe, who has successfully built Huawei’s high-end brand perception, as senior vice president and general staff, responsible for the marketing of the Meizu brand, intending to make the Meizu brand in the high-end product line. The Meizu brand is in charge of Li Nan. Li Nan quoted Huang Zhang in an interview with the media as saying that Meizu is his own dream, but Meizu also has to bear a quantity requirement.

　　In December 2017, Huang Zhang adjusted Meizu’s structure again, establishing a new overseas business department, an e-commerce business department, and an accessories business department. He promoted CFO Qi Weimin to senior vice president of the company, on an equal footing with President Bai Yongxiang, with the intention of increasing revenue and reducing expenditure to ensure profits. At the same time, he further expanded overseas markets and expanded sales.

　　In terms of channels, Bai Yongxiang previously revealed in an interview with Sina Technology that one of Huang Zhang’s big decisions after returning to the company’s daily work in 2017 was that Meizu would gradually establish a national provincial model. "For the Meizu brand, in order to better display our products, better serve users, and better provide various environments, we will create a relatively closed offline sales system under the framework of provincial generation."

　　Li Nan also told Sina Technology that although the two brands Meizu and Meizu need to be cut in the long run, they still need to cooperate with each other in products and channels in the short term. He revealed that in terms of products, Huang Zhang will personally control the product definition and design of Meizu and Meizu, and the products of the two brands will have a certain distinction. In terms of channels, Meizu will upgrade the existing channels of more than 2,000 specialty stores together with Meizu and accessories departments.

　　At the same time, not only is the Meizu brand going high-end, but the Meizu brand will also increase its price.

　　At the Meizu brand communication meeting on January 15, Huang Zhang’s personal belief rose to corporate belief. Yang Zhe officially announced the Meizu brand concept after Huang Zhang’s decision: the only one is to return to the original intention and let Meizu return to Meizu. Yang Zhe said that the Meizu brand is more focused on the high-end market, facing business, government and enterprise, high-end and elite people, to create a different brand perception. He also revealed that Huang Zhang’s dream machine will be officially released this spring.

　　As for the Meilan brand, Li Nan told Sina Technology that under Huang Zhang’s personal control, Meilan’s products will be more aggressive next year. Meilan’s highest matching hopes to hit 2,499 yuan in the future, "but how high it should be has not yet been determined, and it is currently being discussed with Huang Zhang."

　　Can it be reborn?

　　Nearly a year after Huang Zhang’s return, the adjustment to Meizu has begun to bear fruit. However, Meizu’s 2017 under Huang Zhang’s leadership was not entirely smooth, such as the annual flagship Pro7 suffered a sales storm and the trend that Meizu Meizu missed the full screen.

　　The Meizu PRO7 was released five months after Huang Zhang’s return. Its main feature was the use of a dual-screen design. In terms of processors, although Meizu had reached a settlement with Qualcomm as early as the end of 2016, the product was equipped with MediaTek’s Xili P25 and Xili X30 processors, priced at 2880 yuan and 3580 yuan at the same time.

　　In the craze of full-screen popularity in 2017, Meizu was one of the few mainstream manufacturers that did not follow up. Although the design of the picture screen is also very innovative, the market space of PRO7 is extremely limited in the context of Apple, Samsung, Xiaomi, OPPO, vivo, Huawei and other mainstream manufacturers launching full-screen flagships. At the same time, MediaTek processors have also attracted doubts, and Li Nan has to admit that in flagship products or high-priced products, MediaTek’s reputation has indeed encountered huge challenges. As of now, the official price of the Meizu PRO7 standard version has dropped to 1999 yuan, a decrease of nearly 1,000 yuan.

　　For Huang Zhang’s dream machine Meizu 15/15 Plus this year, Yang Zhe revealed at the recent Meizu brand communication meeting that every detail of this product is controlled by Huang Zhang from start to finish, and 90% of the parts are customized. For example, in order to look comfortable, the screen size is customized. "In today’s situation where the screen is in short supply, customization is required, and there is no semicolon. In the age of industrialization, customizing a product, if it sells well, it will sell well. If it doesn’t sell well, it will be smashed in the hand."

　　Although Yang Zhe and Li Nan both expressed confidence in Huang Zhang’s personal products, in the current environment of such rapid changes and intense competition in the smartphone industry, it is undoubtedly risky to place all your hopes on a certain person or product.

　　In addition, Meizu in 2018 will also usher in a key node for its IPO.

　　In August 2014, Bai Yongxiang revealed in an interview with Sina Technology that Meizu has developed a plan to list within 5 years. In August 2017, Meizu entered the list of listed reserve enterprises in Zhuhai High-tech Zone, and planned to be listed on the growth enterprises market.

　　The growth enterprises market sets two quantitative performance indicators for the issuer to choose: the first indicator requires the issuer to make continuous profits in the last two years, and the net profit accumulated in the last two years is not less than 10 million yuan, and continues to grow; the second indicator requires the last year of profit, and the net profit is not less than 5 million yuan, the last year of operating income is not less than 50 million yuan, and the growth rate of operating income in the last two years is not less than 30%.

　　Meizu achieved a turnaround in 2016, but did not announce the specific profit scale; in 2017, sales exceeded 20 billion, an increase from last year, and the official said it maintained a stable profit, but did not announce specific profits.

　　Meizu also said that it will achieve double-digit growth rate in 2018, which is still under certain pressure in the context of the overall decline of China’s smartphone market and more intense competition. The effect of the two structural adjustments led by Huang Zhang in 2017 in terms of increasing revenue and cutting costs, entering the high-end and expanding overseas markets remains to be seen.

　　Sina Technology official account

　　"Palm" grip technology fresh news (WeChat search techsina or scan the QR code on the left to follow)

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　　Zhejiang Online, April 20 (Zhejiang Online reporter, Zhu Geqian, intern, Sui Xue, correspondent, Zhang Ye)Recently, the Junior High School of Hangzhou Wahaha Bilingual School opened an integration course to parents. Sixth graders from each school experienced an experience class on cross-cultural integration of Chinese, English, science, and society and history.

　　Poetic Chinese Classroom – The Cultural Core of Chinese and Western Use

　　How does a Chinese fusion class that cannot see the traces of Western culture achieve cross-cultural integration? The teacher chose four West Lake poems by two writers with deep roots in Hangzhou, Bai Juyi and Su Dongpo, to start group classroom teaching.

　　After getting the materials, the teacher guided each group to complete the corresponding tasks according to the teaching goals – reading through the poems, understanding the poems with pictures, and recommending poems. After deepening their understanding of poems in the first two links, the students went on stage to report the results of the group’s study.

　　Giving the classroom to students and using the more autonomous group collaboration and team display classroom model in the West to learn Chinese classic poetry can be regarded as an innovation in Chinese teaching methods. "In terms of teaching content, we still adhere to the core position of Chinese culture, but in terms of Chinese teaching methods, we continue to try to adopt more student-centered Western teaching strategies," said the teaching teacher.

　　In the future, there will also be comparative reading of Chinese and Western literature and translation and appreciation of Chinese and English classics in the school’s language classes, strengthening comprehensive learning practices, so that students can experience the beauty of language learning in an independent, cooperative and open classroom.

　　Pure English classroom – an all-English immersion environment

　　What is a "story"? Foreign teacher Ciaran led the children to re-understand the "story" from the perspectives of characters, settings and plots in an hour and a half. The all-English class mode made many children a little restrained at first. But the humorous Ciaran teacher soon got to know the students well.

　　Starting from a simple discussion of Who, When and Where, What Happened, these easier-to-understand concepts, students understand the basic concept of "story" and the different forms of "story". By combining life scenes with previous reading experiences, students grasp the three basic elements of story: Character (character), Setting (setting), Plot (plot).

　　Afterwards, Teacher Ciaran prepared the Minions’ story fragment "Competition", using the short film as a material to analyze the different elements that make up the story in a more targeted manner and strengthen the study of theory. Finally, the group’s task list "AT THE MOVIES" was completed in a group collaboration. The students learned and analyzed the structure of the text through four aspects of listening, speaking, reading and writing, and returned to the study of English knowledge.

　　Rigorous Chemistry Classroom: A Comparative Study of Chinese and Western Teaching Concepts and Methods

　　The chemistry classroom fully reflects the rigorous spirit of the subject. The chemistry teacher compared the "Compulsory Education Textbook" (Zhejiang Education Press) and "Science Fusion" (a set of top science courses published by Houghton Mifflin Harcourt Group in the United States, which are used as science textbooks in many public schools in the United States). Combining the advantages of the two sets of textbooks, students are guided step by step to complete the teaching objectives of this class: to understand the physical and chemical properties of acids or bases, and to be able to judge the acid and alkali properties of substances according to the physical and chemical properties of acids or bases.

　　The rigorous classroom was also very interesting, and the students were very interested in the introduction of the teacher in the life situation, and the classroom atmosphere quickly became active. After a class, the students learned not only the chemistry knowledge required by the curriculum standard and the core English vocabulary involved in these knowledge.

　　"What’s even more exciting is that after the science class, some students came over and asked me for pH test strips because they wanted to go back and continue to study the acidity and alkalinity of more substances. This is what we want to train children to better understand the world through their own curiosity and their own perception through science class," said Liu Zhaoyun, a chemistry teacher.

　　Dialectical Society and History Classroom – Seeing the World from Multiple Perspectives

　　Around the two questions of "what is history" and "what are we studying in history", the society and history teacher also replaced the "Yiyan Hall" with the form of "discussion group", and asked each group of students to design a story according to the historical characters assigned. Students work in groups and choose a representative to speak. Other group members judge which plots are real and which are made up.

　　The teacher guides the students to express their opinions with questions and materials, and finds the key to the exit in the collision of viewpoints, which not only gives the students the opportunity to fully express themselves, but also leaves a vast space for thinking. At the same time, the teacher also tries to cooperate with the students to learn. When thinking about the ultimate question that human beings must face, "Where do I come from?", the students are pleasantly surprised to provide many philosophical answers.

　　Learning history is not only about learning about the development and changes of China and the world, but also about cultivating students to understand history philosophically and balance the relationship between themselves and the world. Specific to the junior high school stage, it is the cultivation of historical understanding and critical thinking.

　　In the end, each group was given three passages about Hitler’s teenage, adolescent and middle-aged experiences without his name, and asked to read them and summarize the character’s characteristics. Faced with these historical materials alone, the students felt the character’s loneliness, literature, pity and horror. "To understand and analyze the character from multiple angles rather than to make a coffin with a fixed concept is what we want to pass on to the student through the course. This is true for understanding a person, but even more so for understanding a culture and a concept," the instructor said.

　　If you accidentally miss this integration course experience, parents can also pay attention to participating in this Sunday’s integration course experience, so that your child can experience another cross-cultural journey brought by our school’s math, physics, English and physical education teachers.

1905 movie network feature The sixth day of Cannes is still a busy day for the Chinese-language media. At 10:30 am French time on May 19, the Chinese-language film that premiered in Cannes yesterday held a press conference at the Film Palace. When talking about his role, Hu Ge said emotionally that the role needs a desperate point. Regarding Hu Ge’s decision to play a gangster, director Diao Yinan even used Zhang Guorong as an analogy, saying that he is an idol, but it does not hinder the cooperation with the author and director.

In the main competition, two more films premiered in turn. The French film "Portrait of a Burning Woman" andTerrence MalickThe new film premiered successively in the Lumiere Hall of the Film Palace.

Hu Ge lamented the shooting experience: firmly established that this road must go on

"The Wild Goose Lake," which finished its premiere, scored a 2.8 on Screen, one of the Cannes film festival’s editions. Mr. Diao also appeared alongside his stars, Hu Ge, Gui Lunmei, Liao Fan and Wan Qian, and two producers, Li Li and Shen Qian, at this morning’s press conference, which has also become a gathering of Chinese media at Cannes. Speaking about his casting choices, Mr. Diao said he was not acting from a realistic perspective, but from a temperament perspective, so by casting Hu Ge as a gangster, he entered the role.

For the choice of Hu Ge, Diao Yinan even used the analogy of Leslie Cheung, Alan Delong, and others, indicating that he is both an idol and a serious author of a movie.

Hu Ge, Diao Yinan and Gui Lunmei

Hu Ge also expressed his gratitude for the opportunity to star in a film. At the press conference, he once again emphasized that this was his first film, and because of his cooperation with the director Diao Yinan, he also firmly determined that this path must be followed. Starring in a film for the first time, he admitted that he had always been anxious and uneasy in the crew. In the end, he realized that this anxiety had become the link between himself and the character.

Gui Lunmei, who has played a lot of opposite scenes with Hu Ge, also shared her feelings. She mentioned that she also didn’t know how to deal with the character, so she also felt uneasy and uncertain to experience the character’s complex mood twists.

"Burning Woman" burst into loud applause after the screening, and Malik’s monotonous and straightforward theme

In the two main competition films that premiered today, "Portrait of a Burning Woman" is set in the 18th century and tells the story of two women on an island. Although the story is simple, the director’s presentation skills are varied, and multiple shots are delivered to a shocking effect. But the film’s slightly slow pace, coupled with the setting of the era, also made many Chinese journalists feel monotonous.

"Portrait of a Burning Woman"Poster

Terrence Malik went on to make "The Hidden Life," a World War II-themed film, but the two are only similar in theme and completely different in story and production. The film does not focus directly on the war, but instead tells the life and death of a civilian couple. The hero, the Austrian soldier Franz Jagstedt, is sentenced to death for refusing to fight for Germany because of his opposition to the Nazis, and the wife is left to raise her children alone in the countryside.

The pastoral scenery in the film is picturesque, as if reproducing the scenes in Malik’s classic works, and the unique visual images created by the shooting methods of large and wide-angle, looking up, and close-up characters are also his consistent image style in recent years.

"The Hidden Life" recreates the rural work landscape

In contrast to other films that have been criticized for having only exquisite images and broken and messy narratives, this time the story is clearer and more plot-oriented. The main story is narrated through cross-cutting, focusing on the humiliation and humiliation suffered by the husband and wife. On the one hand, Franz was tortured by Nazi officers in prison, and on the other hand, his wife and children were rejected by the villagers in the village, but they still lived tenaciously.

The narration of the husband and wife’s letters and the scenes of their lives together create this undercurrent of tragedy. Although the appeal is not as grand, it is permeated with a sincere humanitarian spirit, and it also conveys love and faith, kindness and justice. However, there is still the old problem of Malik’s creation in recent years: monotonous emotions are constantly repeated, and the main theme is too straightforward.