Wen | Fangfang, New Economic Observer Mission

On December 13, 2022, Geely Automobile officially announced that its high-end pure electric brand Extreme Krypton Automobile had secretly submitted the IPO registration documents to the US Securities and Exchange Commission on December 7. At this point, this "traditional new force" established less than two years ago began to break through the IPO.

The data shows that in 2022, a total of nearly 72,000 new cars were delivered, which further narrowed the gap with the new forces’ head camp. However, despite the rapid growth, there are many "problems" in Krypton cars compared with "Wei Xiaoli": performance loss, low gross profit margin, and doubtful high-end positioning are very prominent. Nowadays, the extremely krypton car in the initial stage of development is so eager to go public, is it really hot enough?

01, a rising star, losses.

Compared with other brands of Geely Automobile, the daily performances of Krypton Automobile, which was established in 2021, are showing its more independent existence. But no matter from the development process or business performance, we can’t put it outside Geely Automobile to observe.

Before Krypton Automobile, Geely Automobile had tried many times to transform and upgrade with electrification, but it didn’t splash much water in the new energy market.

In 2015, Geely Automobile released the new energy strategy of "Blue Geely Action" and set an extremely aggressive sales target: by 2020, the sales of new energy vehicles will account for 90% of the total sales. However, at that time, Geely Automobile bet on "oil to electricity", which led to a general market reaction. In 2019, Geely Automobile launched a geometric brand focusing on the field of high-end pure electric vehicles, which is at the same level as Lectra, and the degree of attention can be seen.

But again, the geometric brand has little thunder and rain, and has not broken out its due potential. In 2020, Geely Automobile actually sold 68,000 new energy vehicles (including Geely, Link and Geometry brands), and the proportion of new energy was only 5.15%, far from reaching the target of 90%.

Until March 2021, Geely once again launched the extremely krypton car that positioned the high-end electric vehicle market, while the geometric car returned to the mainstream mass market. Once the former came out, it quickly launched the first mass-produced new car with an average sales price of more than 300,000 yuan, and ran all the way up with the strong support of the group.

Drawing of the delivery table of the new car-making forces in 2022: New Economic Observation Mission

In 2022, Kyk 001 delivered nearly 72,000 new cars, and the average order amount reached 336,000 yuan. Especially in the fourth quarter of 2022, the sales volume of Krypton in January 2001 exceeded 10,000 vehicles for three consecutive months, which was basically able to compete with the head camp of the new forces. It is also the ever-increasing sales of Krypton 001 that makes the capital market begin to re-evaluate the prospective map of Geely Automobile’s new energy.

But the question is, is Geely’s electrification transformation really successful this time? I’m afraid it’s too early to draw a conclusion. Because cars sell well, it doesn’t mean high profitability. At this point, new forces such as "Wei Xiaoli" have already had a deep understanding.

First of all, like "Wei Xiaoli", Krypton cars sell well, but their operating conditions are not satisfactory. Geely Automobile’s interim financial report in 2022 shows that in the first half of 2021 -2022, Kyo Automobile achieved revenue of 2.868 billion yuan and 8.828 billion yuan respectively. However, under the rapid growth of revenue, the net loss is constantly expanding. In the same period, the brand’s net loss reached 1.01 billion yuan and 759 million yuan respectively. In other words, in just one and a half years, Krypton has lost 1.769 billion yuan.

The crazy "burning money" of sub-brands also directly dragged down the overall profitability of Geely Automobile. In the first half of 2021-2022, the net profit of Geely Automobile was 4.847 billion yuan and 1.552 billion yuan respectively, and the year-on-year decline rate of net profit reached 12.4% and 34.81% respectively. As for the reasons for the further expansion of losses, Geely Automobile stated directly in the financial report that the relatively high operating costs of Krypton Automobile in the early stage of development and the confirmation of share-based payment fees in the current period were one of the reasons that adversely affected the profitability of the Group during the period.

It can be said that the climbing road of Krypton automobile is based on Geely automobile’s continuous blood transfusion. Nowadays, extremely krypton cars are eager for IPO. On the one hand, it can be seen that the capital market still shows great tolerance for new forces; On the other hand, it is also the bad situation caused by the group’s long-term blood transfusion behind the crazy burning of money by extremely krypton cars, which is in urgent need of IPO financing.

02, the core indicators are not good, not as good as "Wei Xiaoli"

Geely Automobile’s explanation of the development status of Krypton automobile in the financial report also gave the latter time to change course. However, with the acceleration of the electrification transformation of traditional car companies and the crazy invasion of cross-border people such as Huawei and Xiaomi, the competition faced by extremely-krypton cars is becoming increasingly fierce, and this battle is more filled with strong smoke compared with the increasingly mature head camp of new forces.

Schematic diagram of the comparison of the revenue of the new car-making forces in the first half of 2022 Tabulation: New Economic Observation Mission

First of all, from the volume point of view, the positioning of Krypton 001 has a certain competitive relationship with "Wei Xiaoli" and so on. In recent months, it has broken the sales performance of 10,000 vehicles, posing a great threat to the models such as Weilai ET5 and Tucki P7. However, judging from the volume of both sides, the revenue of extremely-krypton cars still cannot be compared with "Wei Xiaoli". According to the data of various financial reports, in the first half of 2022, Weilai, LI and Xpeng Motors achieved revenues of 20.2 billion yuan, 18.2 billion yuan and 14.8 billion yuan respectively, while the revenue of Krypton Automobile was only 8.8 billion yuan.

Graphic tabulation of gross profit margin of the new force of making cars in the first half of 2022: new economic observation group

At the same time, judging from the gross profit margin of various companies, there is a big gap between the profitability of extremely krypton cars and the head camp of new forces. According to An Conghui, CEO of Krypton Automobile, in the first half of 2022, the gross profit margin of Krypton automobile was around 5%. In the same period, the gross profit margins of LI, Weilai and Xpeng Motors reached 22.09%, 13.8% and 11.55% respectively.

The more serious situation is that Li Xiang, the founder of LI, revealed that the company is about to reach the turning point of breakeven. Li Bin, the founder of Weilai, also said that it is expected to break even in the fourth quarter of 2023. Obviously, the first batch of new car-making forces have touched the threshold of performance and profitability, while extremely krypton cars are still struggling in the whirlpool of losses.

Despite the poor performance, the capital market’s evaluation of extremely krypton cars is not low. In August, 2021, Krypton Auto completed the Pre-A round of strategic financing of US$ 500 million (equivalent to RMB 3.24 billion), with five ecological partners including Intel Capital and Contemporary Amperex Technology Co., Limited participating. After the completion of the investment, five companies got 5.6% of the shares of Extreme Krypton Automobile, and Geely Automobile’s shareholding dropped to 48%, but it is still the single largest shareholder of Extreme Krypton Automobile. At that time, the valuation of Krypton cars had reached $9 billion.

According to informed sources, this IPO in the United States will seek a valuation of more than 10 billion US dollars, and it is planned to be listed in new york as early as the second quarter of 2023. The reason why we abandoned the HKEx and chose new york as the listing place is to seek a higher valuation.

Looking at the new force "predecessors" car companies, "Wei Xiaoli" has taken the lead in listing in the United States. It took four years, six years and five years for the three companies to go public. If Krypton can really successfully pass the IPO within the predicted time, it means creating a record of the shortest time to market for new forces. And its valuation of nearly 70 billion yuan, although there is still a certain gap with Weilai (134 billion yuan) and Ideal (156.7 billion yuan), has surpassed the current market value of 57.6 billion yuan in Xpeng Motors and the zero-running car listed in September last year (the market value as of January 13 was 26.7 billion yuan).

It can be seen that although the performance is not satisfactory, the capital market still has high hopes for extremely krypton cars. However, there is a lesson that the stock price of the zero-run car broke and fell by more than 33% on the first day of listing. It is still unknown whether the extremely-krypton car can re-sample for the listing of new forces.

03, "Benchmarking Tesla", the road to high-end is not easy.

In addition to the embarrassing status quo, the problem of the extreme krypton car is that "ambition is not worthy of ability." From the emphatic wording of "the average order amount exceeds 336,000 yuan" in the sales posters of each issue, we can see that it is imperative for extreme krypton cars to hit the high end. After all, according to the definition of "high-end models" by the Federation, the starting price of products must exceed 300,000 yuan.

However, in the upsurge of "benchmarking Tesla" on the Internet, Extreme Krypton 001 played a configuration beyond Tesla such as "712km long battery life", hoping to raise the product positioning. However, in Tesla’s repeated price reduction boom, Krypton has lost its vital price advantage. As for the level of revenue and profitability, the two are not an order of magnitude.

One of the most critical problems that hinder krypton cars from taking the high-end road is that product problems emerge one after another.

Extreme krypton cars rank first in complaints. Image source: Car Quality Network

On January 1, 2023, Extreme Krypton Automobile announced that the new Extreme Krypton 001 was officially launched, and the new car was fully upgraded at the configuration level. However, it failed to take into account the rights and interests of old car owners. Since January 2nd, there have been hundreds of complaints about "sales promise not fulfilled" in the online complaint platform, ranking first in the complaint list.

According to the old owner of Krypton 001, after the launch of the new model of 001, the "old" owners who decided in advance have received the "overlord clause" to cancel the lifetime warranty, and the related rights and interests have also shrunk. The car owners accused the car of "cutting leeks" and did not hesitate to make false marketing to harm the legitimate rights and interests of consumers.

In addition, some car owners revealed that in addition to the change of rights and interests, the car also unilaterally locked the order automatically, which was inconsistent with the information promised at the beginning, and today’s terms are even more unreasonable. As of press time, Extreme Krypton Automobile has not announced the handling results of this incident.

Complaints against extremely krypton cars (partial) Image source: Car Quality Network

The actual situation is that there is a precedent for the "false marketing" of extremely krypton cars. On New Year’s Day last year, Extreme Krypton Automobile released the rights and interests of the Spring Festival, which led to the price of new cars under the same configuration being lower than the purchase price years ago, which triggered the rights protection of old car owners. After several rounds of games, Krypton finally reached a settlement with the old car owners in the form of "returning 5,000 yuan".

Since then, Krypton 001 has also experienced various questions and problems such as "disguised price increase", "replacement of motor", "EC light-sensing canopy goods are not on the right board" and "order delay". More importantly, after the incident, the authorities never paid enough attention to the owner of the extremely krypton car. Instead, they responded indifferently by destroying misleading legends and perfunctory apologies, which made the owner even more annoyed.

As we all know, one of the biggest differences between new forces and traditional car companies is that they are good at user marketing and often play the banner of "deeply linking users" in order to win the favor of more consumers. However, judging from the company’s performance, although it classifies itself as a new force, it still has the "arrogance and prejudice" of traditional car companies in its bones. This simple and rude response has had a negative impact on the brand image.

On January 9th of this year, the second new car, Extreme Krypton 009, was officially mass-produced, and it is expected to be officially delivered in the second half of January. The new car hit the "high-end" goal again, and the prices of the two models were 499,000 yuan and 588,000 yuan respectively.

However, even Jason Lin, vice president of Extreme Smart Technology, once said, "To meet the high end, it is not how much money is used to measure the high end, but whether you can represent the most important products in that market." No matter from the perspective of copying the bottom chip of Krypton 001 completely or the battery scheme that has not been optimized and upgraded, it is obvious that Krypton 009 has not controlled the core technology well.

To add insult to injury, the problem of false propaganda of Qianqiu Kyo 001 has not been properly solved, and Kyo 009 was controversial because of the advertisement "All pets are love" on the day of listing, and finally ended up deleting the advertisement. Prior to this, Li Xiang also questioned the interior space of the extremely krypton 009 and "poured cold water" on the listing of the new car. Nowadays, Krypton 009 has not been mass-produced and delivered, and it has suffered from public opinion crises one after another. This is really not a good sign.

For a company to be listed, the establishment time is too short, the loss situation of the company is increasing, and the product quality problems have been repeatedly criticized, which will become a stumbling block on the road to sprint IPO. Whether Geely can achieve the goal of high-end by relying on Krypton 009 can be successfully achieved, I am afraid it will take a long time to investigate.

On April 27th, an interview with the theme of "Walking in the Pioneer Area to See Green, Low Carbon and High Quality Development" entered Shandong Geely Xinwangda Power Battery Co., Ltd. As the undertaker of Geely Automobile’s latest pure electric and hybrid platform power battery manufacturing, with the world’s first advantage of Xinwangda hybrid battery production capacity and Geely Group’s multi-brand and multi-series automobile resource endowment, we cooperate and support each other, and give priority to the supply of many popular models such as Lectra, Krypton, Volvo and Smart, helping enterprises to develop circularly and comprehensively utilize product resources. (Public Daily Public News Client Reporter Ma Haiyan Zhang Ziliang Tang Yi Gong Shan Planning Ma Yufeng Zhang Huanze)

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Special feature of 1905 film network "Ex" is always an eternal topic. I believe that there is always a song belonging to it in many people’s song lists. Fish LeongI sang, "This moment suddenly feels so familiar/like it was being shown at the same time yesterday and today/my tone turned out to be like you/not the evidence that we loved";JJ LinSing "ex" as, "Don’t tell her/I still miss her/It’s easier to let go of hate than love. When tears block your chest/Let silence/take the place of all answers".

In the New Year’s Eve of 2017-18, a film "Ex-3: Goodbye to Ex-3" set off the market, and a film "Decent" made the story of Meng Yun (Han Geng) and Jia Lin (Kelly) a "difficult story" for many viewers. The lyrics "Breaking up should be decent/no one should say sorry/no debt/I dare to break my heart", which brings their final separation out of a new emotional point.

The story of the two people has regrets, or is unfinished, and almost everyone is looking forward to it. So what will happen next?selfEx-4: Early Marriage(hereinafter referred to as "predecessor 4") Since the official announcement, the number of people who want to see is far ahead, and it has exceeded one million on both platforms.Only after this "decent farewell" with my predecessor, the story went to "early marriage".

Before talking about "predecessor 4", we still need to understand why the "predecessor" series can last for a long time.

Looking back at the film history of China, few love movies IP have the opportunity to shoot three or more cases like the "predecessor" series. To a great extent, the popularity of the "Ex" series is due to the seemingly dramatic conflict of story lines, which can also make some viewers empathize and express their emotions.

The sense of reality under the drama comes from the fact that when director Yu-sheng Tian created this series, he took materials from life, recorded the emotional stories of friends around him, and then refined them.

As the creator grows older, the story slowly begins to enter a new link — — Marriage.Just like vice president of China Film Directors Association, famous producer, screenwriter and planner.Wang HongweiAfter the screening interview, it was said that "Previous 4" would be different from the past three films, and it was obvious that director Yu-sheng Tian had grown up to understand emotions.

It is true that when filming "Ex 4", director Yu-sheng Tian and starring Han Geng and Ryan all entered a new stage in their emotional life. Looking back at the lines of the past three films, Yu-sheng Tian even lamented that "I can’t write it now, which is a documentary reflection of that age".

The same is true for the audience of the "predecessor" series. After ten years, from the student days of that year, or just entering the society, most of them are now facing marriage and the "daily necessities" after marriage.

Under the eternal topic of "marriage", "Former 4" explores the more detailed key point — — Facing marriage with blind date (Meng Yun) and the "marriage cooling-off period" for couples to welcome marriage (Yu Fei) — — One of their core topics is the habit in emotion.

Meng Yunhe and Yu Fei (Ryan) are just like "two sides of one body" for habit.How many people, like Meng Yun, have had a vigorous emotional experience even if they don’t have the "supreme treasure" emotional expression. This experience has also become the key to making it difficult to cross yourself and start a new relationship. In today’s words, it is "sequela of breakup" — — Afraid of starting a new relationship, insecure about feelings, afraid of loneliness and getting along, afraid to try and touch.

In this state, many people are used to living alone, and the so-called "loneliness rating test" items on the Internet are no longer important, just as the lines in the movie say, "When you find that eating, watching movies, exercising and going to the supermarket can be done by yourself, you will gradually get used to this kind of loneliness."

Often at this time, parents will be more anxious and start the marriage promotion mode.From rejection to acceptance, young people now have their own understanding of blind date, from relatives to members who are willing to recharge their dating software — — At least for them, even if it is not for the purpose of marriage and love, it can become another new social possibility in this fast-paced life.

The description of the details in Ex-4 is extremely ingenious, which blends into feelings and is higher than reality, and skillfully handles the interpersonal relationship of contemporary young people in blind date. This subtle reality is interesting, and even echoes the "predecessor table" at the beginning of "predecessor raiders" (2014).

Of course, some people naturally expect to meet "soulmate" on blind date.Meng Yun’s blind date was not smooth until he met a lawyer, willow (Cya Liu Play) — — The opening does not have a strong purpose, but the humorous opening becomes a plus item. Getting along with each other is like entering the slow pace of student days, watching the stars. At this time, the movie offers another golden sentence, "People with single beliefs are more likely to meet soul mates, and such people treat their feelings more purely."

It’s just that compared with willow’s bravery, Meng Yun has become more embarrassed. He will write an article about "being used to being alone", but as Zi Wang (Romeo) said, "You are not used to being alone, but afraid of changing the present."

Sometimes, this change is "suffocating". Even if they are on the same frequency, a person begins to appear in life, which may change the pace of life, and the spread from point to point seems to have a lot of constraints.

This is not only Meng Yun’s mentality when facing willow, but also the problem that Yu Fei faces when getting along with Xiaodian (Mengxue Zeng).

Compared with Meng Yun’s twisted personality, Yu Fei is more straightforward in getting along with Tiny Point. A "Confession Bureau" in "Former 3" shows that this group of young people are calm and comfortable with their feelings, not binding each other, but also giving themselves space. Only when it comes to "Ex 4", when Yu Fei proposes "marriage", will he be worried that he can really enter the marriage state smoothly?

They continued all the styles in their previous relationship, carried out honesty to the end, and started the "marriage cooling-off period".

When a person starts to live in a house, it is necessary to share the whole wardrobe, even all the accommodation in the house, and there will be objects different from the decoration style, but this is the "tolerance" and "tolerance" faced by getting along. It’s just that this tolerance is a little more competitive, and both of us want to go to a better state and give each other a sense of security.

The original intention of each other is pure, just a buffer for emotional progress.This anxiety about marriage is just another emotion of young people nowadays — — Worried about divorce. Therefore, Yu Fei and Xiaodian constantly use the "confession bureau" to correct the trajectory of two people, but marriage is no more than love. At the same time, it is more like a game of "two people and three feet", acting in tandem to balance the pace of two people.

As Tong Liya said after the premiere of Ex-4, "Everyone should think about how to get into a marriage, and then how to go on well in the marriage."

So, did Meng Yun and Yu Fei give the answer at the end of the movie?It can only be said that "Ex 4" gives an emotional answer that belongs to the two of them at the moment. But at least the film cuts to the current urban youth’s attitude towards emotion, facing and even reflecting. As for what the final answer will be, it seems that it belongs to them.This is also one of the most attractive places in the "predecessor" series.

From "Previous Raiders" to "Previous 4", the development of the plot will have an ending and a conclusion, but the feelings will not.

The creative team is also keen on the observation of emotions. He did not instill these contents into the audience very boring, nor did he attempt to preach the truth. Instead, he opened them in a comedy way, but always when he was caught off guard, the tears of the audience came down.

It may just be the emotional white paper of urban youth. Every story is innovating, and emotions are close to the times, looking for resonance.

In 2014, the "Previous Raiders" made the issue of "predecessor" no longer heavy; In 2015, "Ex 2" let everyone face love seriously and feel the two-way love; In 2017, "Ex 3" left his dignity in the breakup; In 2023, "Ex 4" turned decency into a "goodbye" of Jia Lin, but left love to the habit and still had to learn to "let go".

The "Ex" series also seems to create a state of love for the audience. Laughter when in love and tears when breaking up can be experienced in an immersive way. By the time of "Previous 4", this experience had a diversified interpretation.

Everyone will also be curious, will there be a follow-up story in the "predecessor" series?

As Yu-sheng Tian said, more life experiences are needed. After all, the stories of the "Ex" series have been hidden in the reality of laughter and tears.

Some time ago, Ti mo Feng, a tens of millions of fans who disappeared in the live broadcast room for nearly half a year, suddenly announced his comeback live broadcast.

▲ Ti mo Feng photos taken by ▲Vogue Me.

When her career was in full swing, she stopped broadcasting for half a year without warning, and the outside world also talked about whether she was going to retire quickly. Now I’m finally back. While a large number of eagerly awaited fans are waving their arms and shouting, a news of "Ti mo Feng’s advanced thyroid cancer" has set off a hot search in Weibo.

Maybe some friends who don’t pay much attention to the live broadcast have no idea who this is. Let’s briefly introduce her first.

This is a super online celebrity who is famous for singing. Have you ever overheard a popular Tik Tok Divine Comedy "You said that you like the Mori school, and I got an extra G, just like removing half of LOVE and changing it into loli… …" It was sung by Ti mo Feng.

▲ "Buddha Girl" sign gesture dance. Her Tik Tok has released several short videos about "The Girl of Buddhism", and one of them has nearly 5 million likes. It is conservatively estimated that the number of views of this song is absolutely hundreds of millions.

Ti mo Feng can be regarded as the highest figure in the industry, and even the most successful anchor in history. Various topics and controversies also make her one of the most popular anchors.

She is different from the e-commerce anchors like Weiya and Li Jiaqi, who sell goods. She mainly engages in live broadcast of show (attracting users’ attention through the anchor’s face value, talent, emotional intelligence and interactive ability, and using these abilities to show and get rewards from fans, which is the main source of income for the anchor). Simply put, it is to attract audiences by performing and interacting. In 2014, I made a fortune from fighting fish. With my lovely appearance and sweet singing voice, I became a fighting fish sister with tens of millions of flows.

▲ Ti mo Feng is the first anchor in the history of Betta TV live broadcast platform to exceed 20 million.

Very ambitious in career, spanning bilibili, Tik Tok, variety show and singer.

▲ In 2019, bilibili was signed at a high price.

▲ In 2019, the number of fans of Tik Tok reached 32 million. At that time, she was the first among a large number of show anchors who settled in Tik Tok from YY, Momo, Betta and Huya platforms.

▲ The first solo concert was held in 2019, and the fare was comparable to that of a first-line singer.

Participate in various popular variety shows.

▲ From top to bottom are Happy Camp, Everyday Up, Masked Singers Guess, and Jiangsu Satellite TV New Year’s Eve party.

There is another picture that can better illustrate her position in the industry.

▲ A picture of "online celebrity anchor income ranking" counted by a magazine once circulated on the Internet, which was later dismissed by the magazine as a fabrication. Although the data is unreliable, this ranking also shows Ti mo Feng’s absolute top position in the live broadcast industry.

The reason for the comeback news was that Ti mo Feng was interviewed by Tik Tok program and told about his illness and recovery in the past six months.

▲ Ti mo Feng was interviewed by Tik Tok program "White show". When the host asked about her illness, Ti mo Feng said that her thyroid cancer was in the advanced stage of malignancy, which was unknown not only to her fans, but also to her parents.

Talking about the situation when he was diagnosed, Ti mo Feng knew that his first reaction to cancer was to ask the doctor if he could still sing.

When told by the doctor that "you can’t sing", Ti mo Feng felt that there was no point in living. This girl really loves singing.

After the operation, my voice was hoarse and I didn’t want to live for a time. Fortunately, my voice has basically recovered after many consultations and persistent training.

After the release of this interview, Ti mo Feng also officially responded in Weibo, saying that his body has recovered. "The operation has been done and the operation was very successful.".

▲ Ti mo Feng reminds girls not to have mental internal friction and not to accumulate negative energy; And comfort the fans who are worried and miss her. "As long as you listen, I will keep singing."

After the news came out, netizens praised her strength and optimism, and some netizens questioned that the word "late stage" was suspected of exaggerating her blog. Some people who knew the relevant fields came out to popularize science. According to Ti mo Feng’s surgery and good recovery, it should belong to "differentiated thyroid cancer". Patients with such cancer under 55 years old only have "stage I and stage II", and there is no such thing as "late stage".

I’m not a professional in medicine, it’s hard to say, but it’s certain that mental stress, irregular work and rest, anxiety and so on will have a direct negative impact on thyroid. Although thyroid cancer is a relatively mild cancer (many people call it "lazy cancer", and the tumor grows slowly and progresses slowly, so it has a high clinical cure rate), it is also a serious illness. In addition, the disease has something to do with the anchor’s long-term high-pressure work, and the top anchor is not short of money to support his family. In my case, I would have to slow down the pace of work, but Ti mo Feng chose to start working non-stop quickly after recovery, which can only be really hard.

▲ Even during the half-year break, Weibo, Ti mo Feng maintained a high update frequency.

In August, she started her comeback.

First of all, it made its first live broadcast in Tik Tok, and after half a year’s suspension, it still achieved excellent premiere results, which shows its appeal.

▲ According to the official data, the number of people who watched the live broadcast of the first show exceeded 45 million, and the number of viewers reached 15.26 million. The highest online number of live broadcasts was 336,000, and the number of fans in the first show was 365,000.

In September, the live broadcast of singing tour began to travel all over the country. There are various passers-by perspectives in Tik Tok.

▲ From top to bottom, it is broadcast live in Chengdu, Wuhan, Guangzhou and Shenzhen. The video is from a watermark.

In order to increase exposure, he quickly accumulated popularity in Tik Tok, and also visited the live broadcast room of a brother "Crazy Xiao Yang Ge" in Tik Tok at present.

▲ "Crazy Xiao Yang Ge" (right) and "Crazy Big Yang Ge" (left) are twins. The short video of "Crazy Xiao Yang Ge" is mainly humorous, grounded and reversed. It moved from Aauto Quicker to Tik Tok in 2018 and now has 120 million fans. At 618 this year, Brother Xiao Yang and Simba Lianmai, the generous Simba, immediately gave a gift of 3 million.

‍ ▲ In 2022, with the help of Hefei government, "Crazy Xiao Yang Ge" bought 3,000 square meters of space for 103 million yuan and established the headquarters of Three Sheep Network Company in Hefei. Last year, the company earned 860 million yuan and paid 250 million yuan in taxes, which is comparable to that of local leading enterprises. This year, these figures may double. Viya used to be the first person in Hefei online celebrity’s economy, and now this banner has been given to her Anhui hometown Xiao Yang Ge. The video is from a watermark.

▲ On November 26th, at Hefei Olympic Sports Center, Brother Xiao Yang paid 30 million yuan for a star concert to give back to his fans, and invited Pu Shu, twins, Paul Wong, Silence Wang, Chopsticks Brothers, Faye Chan and other stars. The concert was "No tickets, no goods and no rewards". However, this money is also well spent. This concert made Brother Dayang get 800,000 yuan, and Xiao Yang got 4 million yuan for his selected account. "It’s the star’s turn to work for online celebrity," netizens lamented.

In recent months, Ti mo Feng has achieved remarkable results, and the number of fans who have dropped a lot in the past six months has started to increase.

▲ In less than 4 months, the number of fans in Tik Tok has increased by nearly 4 million.

I have to admire Ti mo Feng’s enthusiasm and perseverance.

There is no way to regain popularity these days, but there is an extremely involuted and distorted ecology in the live broadcast industry. In recent years, the news of online celebrity’s anchor’s sudden death is not unusual.

In March 2021, a million fans in Tik Tok, who were only 29 years old, died suddenly after eating and broadcasting online celebrity’s "Paopaolong".

▲ Tik Tok eats and broadcasts online celebrity’s "Paopaolong" (right). His main content of eating and broadcasting is to visit the cafeteria and show his amazing appetite with friends. It is reported that "Paopaolong" weighed 320 Jin before his death. Long-term overeating and severe obesity have long buried a huge health hazard.

▲ Every video of "Paopaolong" before his death has netizens reminding him to pay attention to his health.

Not only the head online celebrity are under extreme working intensity, but also the newcomers who just entered the business. The glamorous myth of making wealth attracts countless young people to flock in.

In November this year, a Henan college student died suddenly when he returned to his rental house to rest after nearly 9 hours of live broadcast of the company’s all-night game.

Why is he trying so hard to broadcast live?

▲ The reason is the "Cooperation Agreement" signed by the college student and the game live broadcast company. The company offers a basic salary of 3,000 yuan, provided that it meets the company’s requirements of "240 hours of live broadcast per month and 26 days of broadcasting".

Everyone knows that the anchor needs to overdraw his health.

▲ The legal affairs of the company involved said that there are indeed hidden dangers of overwork in the industry, but the relevant responsibilities are attributed to the anchor individual, and the company only wants to pay a pension of 5,000 yuan.

Is there someone pointing a gun at everyone who plunges into the live broadcast industry, so that they can’t stop, including Li Jiaqi, a rich man who has long declared that he wants to retire and "has a headache every day"?

Who in the end forced them to stay on the tide of traffic rather than overdraw their health or even run out of life?

Let’s start with Ti mo Feng. She is a very representative figure in the live broadcast industry. Her eight-year live broadcast struggle history is almost a microcosm of the development of the live broadcast industry. A large number of early online celebrity people she represents created the myth of grassroots fame with the most vigorous vitality. Let’s get a glimpse of the real living conditions in online celebrity.

Become a sister

Want face value, want talent, but also be able to broadcast live.

Now we are used to live broadcast for a long time, and the time goes back to 10 years ago, when webcasting was still a novelty.

Ti mo Feng was born in Wanxian County, Sichuan Province (now Wanzhou District, Chongqing) in 1991. He loved singing and dancing since he was a child. He was an activist in school theatrical performances, majored in broadcasting and performance at university, dreamed of becoming a singer, and liked to show himself on the network platform.

▲ In 2013, she sang a song at that time, which was not very popular, and she was recommended on the homepage. The screen name "Little Boy" should be taken from her real name "Feng Yanan".

In 2014, the betta platform, which focuses on the live broadcast of the game, was officially launched. She was regarded as the first batch of early adopters, which also made her catch up with the heyday of the live broadcast of the show. Before short video platforms such as Tik Tok and Aauto Quicker were involved in live broadcast, Betta was the largest live broadcast platform in China.

▲ Ti mo Feng’s early pictures in DouYu. In 2014, Ti mo Feng, who graduated from Beijing Normal University, Zhuhai, worked as a teacher in a junior college in Chongqing. During the day, she went to work and chatted with netizens while playing League of Legends in the betta live broadcast room at night, and often took her family with her.

Since then, Ti mo Feng has started her live broadcast career, working as a part-time anchor in Betta. At first, fighting fish didn’t have a reward function, and there was no income as an anchor. She just took live broadcast as a hobby and began to implement an almost crazy schedule.

Get up at five or six o’clock in the morning, get home from work at seven o’clock in the evening, eat and make up at eight o’clock, and finish at one o’clock in the morning, remove makeup and wash, and go to bed at two or three o’clock.

▲ Ti mo Feng started singing at the request of netizens because the game was so bad. In the betta anchor, her voice has obvious advantages, and she has gradually accumulated a lot of popularity. She is excited to have a large number of people willing to listen to her singing.

This day I feel that I will fall down in a month. Ti mo Feng has been like this for more than a year, and finally he is tired to lose his hair and his mental state is close to collapse. In 2015, she finally gave up her stable teaching job. At this time, her live broadcast income can be equal to her salary income, but she should not have expected to realize wealth freedom in the near future.

▲ Ti mo Feng, who takes the girl next door route, never basks in luxury houses, luxury cars and luxury bags on social media; Seeing a picture of Weibo who was practicing driving in 2015, the co-pilot’s "Xiaoxiang" bag seems to show that her financial resources have been quite extraordinary just one year after graduating from college.

At that time, there was a saying in the live broadcast world that "the female anchor wanted to be on fire, either selling cute or taking a sexy route".

▲ The early live broadcast was an era of "dancing with demons". YY, 9158 and other live broadcast platforms were full of various glamorous female anchors. At that time, the supervision was not strict, and it was common for live broadcasts to release soft pornography and beat the ball.

Ti mo Feng is a clean stream, and the signature of her studio is singing. She sings whatever songs the fans order, and she sings 40 to 50 songs a night, accompanying the fans conscientiously, and quickly sucking powder in the powerful betta anchor with "beautiful songs". In August, 2015, Ti mo Feng broke through one million fans in one year.

▲ Although I don’t take the sexy route, I occasionally make some little jokes that fans like.

Since 2016, the live broadcast industry has ushered in the golden age of capital. Platforms such as pepper live broadcast, Yingke live broadcast and Yi live broadcast have entered the market one after another, and staged a "Thousand Broadcast Wars". In order to grab the big anchor, each platform has spent a lot of money, and has a head anchor and fighting fish with constant capital blessing. For a time, the scenery is infinite.

▲ Betta fish was popular at that time, and there were four top female anchors of Betta fish, which were called the "four great singers" of Betta fish. First cousin, Ti mo Feng, Chen Yifa and Zhou Erke from left. After the first cousin and Zhou Erke were poached by Panda TV in Wang Sicong, Chen Yifa was banned from fighting fish because of her inappropriate remarks, and Ti mo Feng held the position of "First Sister Fighting Fish".

▲ In 2017, Ti mo Feng can receive more than 2 million rewards every month on the Betting Platform.

▲ In 2019, Betta went public in the United States, and CEO Chen Shaojie led four game anchors to ring the bell on Nasdaq. From the left, "Female Stream" in the console game board, "Xuxu Baby" in the DNF board, CEO Chen Shaojie, PDD in the lol board and YYF in the dota board. It is rumored that Panda TV in Wang Sicong offered a sky-high price of 300 million yuan for five years in order to dig the anchor PDD. Chen Shaojie, CEO of Betta Fish, was also questioned by netizens why he didn’t bring a sister Ti mo Feng. He explained that he didn’t bring an entertainment anchor because of the concept of live broadcast of Betta Fish.

Just this month, Chen Shaojie, CEO of Betta, was arrested on suspicion of opening a casino. As the leader of the game live broadcast industry, it is also embarrassing to end up like this … …

▲ It is rumored that some anchors of Betta opened a lottery in the live broadcast room, and the platform closed one eye for running water.

▲ The traditional live broadcast business has been severely squeezed by Tik Tok and Aauto Quicker, and the market value of Betta has dropped from the highest $6.5 billion to less than $300 million at present. In recent years, the head anchor of Betta has left the nest one after another. In 2019, Ti mo Feng left Betta. This year, Baby Xuxu, the absolute brother of Betta, also announced that he would bid farewell to Betta for five years and switch to Tik Tok.

▲ Ti mo Feng and Xu Xu’s baby were connected live, and one elder brother and one elder sister once again gathered in Tik Tok.

The update speed of the Internet industry is so fast. With the rise of pan-entertainment platforms such as short videos, the traditional live broadcast giant Betta has been abandoned by the times.

Back to Ti mo Feng.

She has reached 20 million fans, and her live broadcast time is also quite amazing. "There is no latest, only later." In addition to broadcasting every day, there are four or five live broadcasts a week until three or four in the morning.

Not only did I stay up late for a long time, but I also started to lose weight extremely because of fan comments, so I suffered from stomach problems.

▲ Ti mo Feng was attacked by many people for being fatter than in the live broadcast because she participated in a large-scale performance under the betta line, and some fans told her to eat less, so she made up her mind to lose weight. She was already petite and lost 40 kilograms in more than a year. She often only ate grapefruit and drank water, and finally got stomach trouble and needed long-term medication.

Why does Ti mo Feng care so much about what fans think?

First of all, she is a person with high self-demand and thinks that she needs to manage her body. It is also very important that fans are the lifeblood of the anchor.

There is a "symbiotic" emotional relationship between the anchor and the fans. The anchor creates an online intimacy for the fans, and the fans want to get the most intimate feedback by rewarding.

Local tyrants spend a lot of money just to get strong emotional feedback from the anchor, and even more, they spend a lot of money on PK rewards between local tyrants and big brothers, fighting for their heads, just to compete for who is the most popular "Big Brother Bang" today, and "Big Brother Bang" has the most sacred rights and status in the live broadcast room.

Therefore, brushing gifts is a face-to-face competition, and such an extravagant moment needs to be watched and worshipped.

At that time, Wang Sicong also enjoyed this feeling.

▲ Wang Sicong (ID "Travel Frog Wage") likes to wander around the live broadcast rooms of female anchors, and his hand is quite generous. He once brushed 80 super rockets (unit price is 2,000 yuan) in the live broadcast room in Ti mo Feng, and smashed 160,000 in one minute.

This kind of emotional connection will sometimes continue into real life. The social news of female anchors and big brother Bang Yi emerges one after another, such as love, gray trading, fraud and even murder cases.

Ti mo Feng and "Big Brother Tuhao" also caused a great controversy. It is widely believed that this incident made Ti mo Feng’s popularity fall to the altar.

The other side of traffic is facing controversy.

This local tyrant was ranked second in Ti mo Feng at that time, and his ID was "Fragrant White Lotus Su Huanjen", so rich that netizens were curious about his background.

▲ The unit price of the rocket is 500 yuan, and it costs 30,000 yuan a night.

▲ At that time, Ti mo Feng’s "List One" was a mysterious figure with an ID of "Light a cigarette in the morning" all the year round, and was called the general manager of cigarettes by betta netizens. He used to hold the highest record of 2.69 million in fighting fish contribution list, and he often gave a "rocket" to every song in the live broadcast room in Ti mo Feng.

In 2018, the second eldest brother was on CCTV news, and everyone knew that his background was a company accountant. He did something that made everyone stunned.

In order to save face in the live broadcast room and enjoy the feeling of the stars holding the moon, he used his position to misappropriate 9.3 million yuan of public funds to reward anchors and squander enjoyment, 9.3 million yuan … …

Because the hole was too big, I was afraid that the company’s audit at the end of the year would find out that the accountant Wang tried to commit suicide in the hotel, regretted it and asked for help. Finally, Wang was sentenced to seven years.

▲ According to news reports, Wang, who earns more than 3,000 yuan a month, has recharged more than 7 million yuan on various live broadcast platforms. By constantly saving money, Wang, who is married, and Yu, a female anchor in Shanghai, have developed into a lover relationship, and each time Wang privately squanders tens of thousands of yuan to capture his heart.

▲ Later, he was pulled out, and Wang was in love with Yu Sizhen, the female anchor of Panda TV. After being scolded by Keyboard Man for a year, Yu Sitong responded in Weibo. The general content is that she called 120 to save Wang. She was deceived by Wang and didn’t know that Wang had a family. She was rewarded with more than 1.2 million yuan through the platform, and the platform was deducted by half, and the company was deducted by half. It was not so much in her hand. Influenced by the public opinion of this matter, Yu Sizhen later left the live broadcast world.

The news didn’t mention anything about Ti mo Feng from beginning to end, but the news video quoted a live video of a female anchor. Although the face was coded, the familiar audience recognized the female anchor as Ti mo Feng at a glance.

Plus media reports will bring the most traffic "Ti mo Feng". Many netizens simply don’t bother to read the content, and directly think that the female anchor who mentioned Wang’s private meeting in the news is Ti mo Feng. This is one of the reasons why Ti mo Feng was pushed to the forefront of public opinion.

As soon as the news came out, netizens quickly grasped the specific amount that Wang rewarded each anchor, and Ti mo Feng was 1.6 million.

In the face of public opinion, Ti mo Feng immediately expressed his position in the live broadcast room, and was willing to cooperate with the law enforcement unit to return all the rewards.

Before the reward was over, there were waves of news.

First, it was revealed that Ti mo Feng and Wang had been lovers. Netizens listed a large number of screenshots of chat, transfer, offline party photos and hotel dating photos, but this part of the news was unconfirmed from beginning to end.

▲ A back photo, I really can’t say who this is.

Second, it was revealed that the marriage was hidden. Netizens pointed out that Ti mo Feng married another betta anchor, Cookie Mad, in June 2015 and divorced in July 2017.

▲ photo of the anchor "biscuit maniac". Many information such as their marriage registration, divorce registration, and flights together were all exposed on the Internet. Ti mo Feng never responded to this matter. In view of the fact that she sent a lawyer’s letter to all the relevant reporters and communicators warning rumors and infringement, the pictures of the news were not put down.

Third, it was derailed in the marriage. The netizen posted an intimate photo of her and a man without providing any time and place explanation.

Three waves broke down, and things became more and more serious, interspersed with Ti mo Feng, Chen Yifa and other betta female anchors.

Ti mo Feng finally sat still and was interviewed by the media in public, but she only responded to the reward of public funds.

▲ In an interview, Ti mo Feng admitted that she had met Wang at an offline party once, and there was no relationship between men and women.

She once again expressed her willingness to return the reward amount, but the betta platform told her that because the reward amount involves complex processes such as platform, company drawing and tax deduction, this matter should be handled by the platform.

In the eyes of many people, Ti mo Feng didn’t do what she said, but also "acted and stood again", which became a point that she was criticized by countless people later.

▲ Under the pressure of public opinion, Ti mo Feng shed tears in the interview.

Ti mo Feng’s response can’t calm the public opinion, the image of purity and sweetness is greatly reduced, and the popularity of the road has also fallen to the bottom, and he also sucked a lot of Bosnia and Herzegovina powder. A large number of netizens criticized her for "returning money", "sleeping with her", "hidden marriage" and "plastic surgery".

This incident has also caused great heat in the social level, and many topics have been discussed around this incident, including "whether the reward of public funds is a sale or a gift, whether the anchor should refund the money", "whether the reward of public funds should be recovered", "how much’ dirty money’ there is in the live broadcast platform", "how to improve the system to prevent the reward of public funds" and so on.

At the peak of public opinion, a large number of netizens poured into the live broadcast room in Ti mo Feng, and the barrage was filled with cheers from fans and curses from all directions.

In the face of surging attacks, Ti mo Feng was quite calm. Such a strong psychological quality is also tempered.

"When I first made a live broadcast, I would cry on the spot when I was sprayed randomly. The biggest growth brought by the live broadcast was that I changed from blx to a steel woman warrior."

At that time, Ti mo Feng, who was already the best in the live broadcast industry, was perhaps most helpless because she could not put on a bad face like a star artist, or shut down comments, barrage and fans, because the anchor’s job was to accompany the audience.

▲ Third-party statistics of the 2018 Betta anchor paid income list. Ti mo Feng ranked seventh in the overall list with 24 million yuan, and the entertainment anchor was second. The traffic disk is still quite stable, but the personal topic has exceeded the liquidity.

Ti mo Feng realized that her stamina in fighting fish was weak, and she had always dreamed of being a singer, so she tried to go to the center of the stage, or she wanted to get rid of the label of "online celebrity" which was considered low by the public at that time.

The star and live online celebrity infiltrated each other.

DouYu’s career has enabled Ti mo Feng to accumulate a large number of loyal fans. From obscurity to top-notch online celebrity, their contribution is undoubtedly the first.

▲ Ti mo Feng’s "youthful beauty" with small face, cold white skin, big eyes and pouting lips is deeply loved by otaku.

▲ Ti mo Feng’s photo of Men’s Wear.

▲ In Ti mo Feng’s offline fan support activity, Yishui’s male powder called for her at the top of her lungs.

In 2019, Ti mo Feng gave up his old club to fight fish, refused Huya, and did not choose Tik Tok and Aauto Quicker, which had already made a lot of noise, but signed a contract with bilibili. First, she thinks that artists in transition will need a bigger platform for music creation to absorb the flow of breaking circles. Second, it may be that bilibili’s sincerity of 50 million yuan moved her.

▲ The first live show in bilibili, Ti mo Feng. Rui Chen, CEO of Net Chuan bilibili, is also a mushroom (called by Ti mo Feng fans). He once parachuted into the live broadcast room of Ti mo Feng’s first show to give a crazy reward and give a full face.

By the standards of a show head anchor with tens of millions of fans on the whole network, Ti mo Feng’s performance in bilibili is average.

In bilibili, the ranking, income and popularity all showed a cliff-like decline.

▲ The monthly income has shrunk from 1.6 million to 300,000. After four years in bilibili, the number of fans has not broken 3 million. This number of fans is the highest in bilibili.

Bilibili data does not affect Ti mo Feng’s continuous running on the road of breaking circles, and variety shows, performances, singers and endorsements are in full bloom.

In terms of commercial value, Ti mo Feng is undoubtedly quite successful.

However, in the eyes of the public, it is always difficult to lose the identity of "online celebrity" without the blessing of works recognized by the mainstream and traditional authorities, but she has gone the farthest among the female anchors of cross-border artists.

Online celebrity wants to enter the mainstream, and the mainstream stars are rushing off the air. Today, Jerry is the most successful one, and his brilliance in the live broadcast industry may soon overshadow his acting career.

▲ He won the "Outstanding Individual" award at the Tik Tok E-commerce Author Summit for two consecutive years, which should be faster than his acting.

Jerry signed a contract with MCN Yuanwang Technology, which started live broadcast in August, 2021. This year’s Double Eleven single-game delivery exceeded 500 million, which directly set a new record for single-game sales in Tik Tok this year. We have also written about his story before.

▲ The operation team in Jerry has reached 1,000 people.

There were 11 live broadcasts of the whole Double Eleven, and the longest single broadcast was 13 hours, with a total GMV of 1.36 billion yuan, four times higher than last year’s 320 million. Most stars bring goods as "debut is the peak", and Jerry’s performance is getting better and better.

Jerry is now the undisputed number one star with goods. He has his own topic flow, a natural performance personality, and loves to talk. He has long known how to design routines and how to interact with the audience. Personally, he is the chosen son of live broadcast. Of course, it is also very important that he has worked hard and has enough pressure resistance.

▲ Jerry said that the live broadcast was not a ticket game, and he watched 30 live broadcasts of head anchors to do research.

▲ Talking with goods, professional introduction, hysterical selling, Jerry has all the qualities and behaviors that a head anchor should have.

There is a big data screen in the live broadcast room for data monitoring at any time.

When the data is found to fluctuate, we must do everything possible to attract and retain the audience to place an order, which is why every head anchor constantly announces lottery gifts and various tricks to catch horses in the live broadcast room.

▲ The CEO of Yaowang Technology (wearing white clothes and glasses) immediately communicated with the team when he found Jerry’s data problem at the scene, and must immediately prescribe the right medicine.

▲ The team immediately informed Jerry, who was thirsty to sell goods, that "the process should be faster".

▲ Even though we have achieved the goal of looking ahead first, the CEO is still not satisfied with Jerry’s data that day.

We must continue to make innovations in content. Team Jerry is now "making the live broadcast into a variety show, and doing the live broadcast with the configuration of variety show".

Jerry, who has worked hard in this field, was asked, "Are you worried that users will suddenly dislike you?" He replied, "Every day."

Have you noticed that many stars have recently dropped out of the live broadcast to bring goods? According to statistics, from the first year of star live broadcast in 2020, at least 500 artists will start live broadcast with goods.

Up to now, there is not much visible to the naked eye. Live broadcast with goods is the best track to make money. We have written about this scene before. Here, we can recall that the sentence "The star’s end is with goods" is still in my ears, so I will quit?

There must be different reasons, such as cherishing feathers, being unable to bear the pressure, unsustainable traffic, being afraid of rollover, exhaustion of physical strength, and chain loss in the supply chain. In short, it is not so easy to bring goods live, and not everyone who can play with the stars in the entertainment industry can serve this bowl of rice well. No matter how big the interest is, under the limited time and energy of the stars, it is obviously not their cost-effective choice to bring goods live with high investment and strong physical strength.

▲ Two female anchors, Tamia Liu and Li Xiang, who were the most successful in the live broadcast industry, have both retired.

▲ Li Xiang got involved in live broadcasting as early as 2019, and now she is accompanying her in the UK, saying that her elder sister has retired.

By the way, take a look at Wang Shiling, a famous second-generation story that we just wrote.

▲ Benenden School, Wang Shiling’s top boarding school for women in Britain, was established in 1923, located in Kent, southeast England. Princess Anne of the British royal family once attended this school. According to Li Xiang Tik Tok, the school also arranged the room where Princess Anne stayed for Wang Shiling (above).

Real gold needs fire, and the industry also knows that it is not possible to cut "leek" with a star sign now. For example, the MCN organization Yuanwang Technology has set a standard in the selection of star cooperation, and it is necessary to have love and be willing to invest, and it is also clearly mentioned that it is necessary to be resistant to pressure.

Four years is a cycle.

Less than four years have passed from the first year of star live broadcast to the first year of star live broadcast, which represents the real update speed of this industry. The live broadcast industry is an industry with a very high elimination rate and a very short life cycle.

People in the industry have said that the life cycle of most online celebrity is only half a year, or even only two or three months.

The ubiquitous anxiety permeates every one of their lives.

▲ Worry-Free Media’s cargo anchor "Bear Haunted" has gone from zero to over one million fans in one year. Last year, the GMV of Double Eleven reached 70 million. She was so anxious that "I took a break and others were broadcasting live, so I thought I was going to lose".

▲ The eye-catching slogan in the live broadcast room is beating everyone.

For anchors, their income depends entirely on fans, traffic and algorithms. Driven by platform algorithms, anchors can only be "at the mercy of others".

So,Big data is the root cause of the anchor’s increasingly serious mental anxiety. Like a perpetual motion machine, it can only continuously broadcast the live broadcast upside down day and night for a long time until the critical point of collapse. This is the origin of the AI ? ? era. It turns people into machines, but the key is that people, after all, are not machines. People are flesh and blood and cannot live at the critical point of life for a long time.

About this matter, Miss Huang described it in detail in her novel First Class:

< swipe left to see more >

The work intensity of WeChat official account is about five or six times different from that of live broadcast, so live broadcast is a more exhausting job.

▲ Jerry’s agent said that according to Tik Tok’s algorithmic mechanism, only high-quality content will be pushed to more people, otherwise it will not be brushed at all.

▲ The "bear haunt" who started from an amateur said that he could only fight for the live broadcast time to get fans.

▲ CEO of Yaowang Technology said that the company’s head anchor "Yu Dagongzi" can be broadcasted from 10 am to 2 am the next day, which is 14 hours of impassioned, no food or drink.

In addition to long abnormal working hours, the most fatal problem of live broadcast is its own damage to people’s body and mind.Live broadcast is high-intensity emotional labor.(emontion labor, which was first proposed by American emotional sociologist Arlie Hochschild in 1983, is defined as "employees manage their emotions and perform according to the organization’s requirements for facial expressions or body language for reward"),The anchor is actually a worker who sells emotions..

The anchor needs great mental consumption to create consuming content, to catch people’s attention, to make viewers feel happy, relaxed, enjoyable, and even to manipulate others’ satisfaction, which requires great psychological energy and even reaches the psychological endurance limit of this fragile creature as a human being.

▲ There is a documentary "People’s Republic of Desire" which tells the story of online celebrity’s live broadcast on the show. One of the protagonists is Hua Dan Shen Man, the most popular YY live broadcast in that year. When she was exhausted for more than ten hours, she received a phone call from a local fan. She had no choice but to answer the phone. She had no right to refuse, which was the generous privilege enjoyed by local fans.

▲ "The anchor wants the audience in the live broadcast room to get a sense of existence and make him feel that the money he spent is worth it, so he should show him a show, which may have humiliating elements".

When the anchor enters the live broadcast platform, it has entered the cage of power, and the body no longer belongs to itself, but a commodity tempered, shaped and packaged by brokers and platforms.

Female anchors are "atomized" individuals, who are trapped in the ubiquitous network woven by platforms and trade unions. They are produced by internet technology in the form of assembly line, manipulated by the emotional rules of the platform, and become "smile masks" where their self is gradually eroded. Under the "smile masks", there are worn-out hearts.

-Digital Labor: Freedom and Prison

▲ On the first day of training for newcomers, the live broadcast company will constantly emphasize "maintain good fans and consumers, and then you will be like a god".

Whether we talk about labor alienation, exploitation, or the change of the system to people, I feel pain in the "field" most of the time, which is also the reaction brought by the strong emotional stimulation in this industry. I wrote about the influence of the intensity of emotion on people in my doctoral thesis. In the live broadcast of the show, you have to constantly create a plot, sell it badly, or show yourself to be particularly generous. You have to let people experience emotional intensity that they can’t experience in reality.

—— Wang Yilin, a Ph.D. student at the University of Hong Kong, specializes in live show. In 2019, she signed a live broadcast association and began to experience it personally.

The anchor should keep interacting with fans at any time, stay on standby for a long time, and have high emotional energy, which is actually very embarrassing, which is also the main cause of anxiety and stress. "In many cases, it can even lead to PTSD (post-traumatic stress disorder), especially after suffering from language violence, security threats and privacy attacks."

▲ Interview with Dr. Wang Yilin from HKU.

Being wrapped in high-concentration emotions in a live broadcast, some anchors can no longer return to their daily work and life.

▲ "It seems that a big ship has gone out and you can’t pull it back".

▲ In addition to endless anxiety, there is loneliness behind glitz.

For the platform, it must constantly create new people to become popular to ensure the sustainability of platform traffic. Online celebrity, with its iron platform and flowing water, everyone is worried that they will be replaced next.

▲ Anchors under the age of 29 account for 64%, and the age limit for many live broadcast companies to recruit new anchors is 30 years old.

▲95.2% of the anchors earn less than 5,000 yuan a month, and the head anchors we can see are rare.

However, in today’s employment situation, the anchor profession seems to be the only blue ocean workplace that does not need to consider academic qualifications and background. As long as you are willing to work hard, be willing to work hard, and be willing to give yourself up, it seems that there is a chance. This is also the place where countless grassroots people seem to realize their dream of getting rich. Here, what we don’t lack most is people.

Young people grow up one after another, spilling their strength and sweat in the waves of traffic one after another. Ti mo Feng suffers from cancer, which may shock us. A online celebrity may die, which may make us sigh, but we will still be fascinated by the illusion paradise created by the Internet and the myth of flying life and getting rich that online celebrity shows us.

But in those places where the light can’t shine, there are still surging figures. The vast majority of the bottom anchors who want to be online celebrity are like dirt, and they are carried away by the tide. Even if someone pops up, they are swept away by the waves for three to five months, and they have never been seen since.

This is the truth of online celebrity’s career.

The illusory paradise of the digital world enshrined with human flesh and blood is only the beginning of the AI era, and no one knows where it will take us human beings &hellip; &hellip;

Recommended: Miss.L&H|| This winter, the cashmere "protective mirror" in this tweet is badly needed.

Above: Vanity Fair || Zhang Aijia’s only son is married, old money and hipsters gather together, and contacts span the entertainment circle of Taiwan and Hong Kong &hellip; &hellip;

Author: Yang Waiwai

Editor in charge:Miss H

Produced by: Miss Lan and Miss Huang

Original text, with pictures from the network.

CCTV News:Live e-commerce is a new e-commerce retail model that has developed rapidly in recent years. It has the characteristics of strong interaction, high conversion rate, low access cost, and breakthrough in operating time and space constraints, providing consumers with a richer, more intuitive and vivid instant consumption experience. Relevant experts said that the healthy development of the live broadcast cargo industry, in addition to the industry’s own efforts, is also inseparable from the relevant market supervision.

Relevant data show that by the end of December 2022, there were 751 million webcast users in China. In the first half of 2023, the cumulative live broadcast sales of e-commerce platforms monitored by the Ministry of Commerce reached 1.27 trillion yuan, with about 110 million live broadcasts and over 2.7 million active anchors, which played an important role in promoting consumption, increasing employment and entrepreneurship, and promoting economic growth.

Wu Changhong, chief economist of Hangzhou Municipal Bureau of Commerce:When the anchor is broadcast, it measures whether the goods are liked and recognized by consumers through consumers’ reaction to the anchor. Therefore, the anchor is actually a "touchstone" to understand consumers’ needs. Let enterprises know what consumers like, and also create some new and good products.

The proportion of live broadcast e-commerce in online shopping continues to rise, while the proportion of live broadcast with goods by anchors in online celebrity is declining, while the proportion of store broadcast with brand promotion is increasing. Diversified development enriches and prospers the ecology of live broadcast e-commerce and contributes to the long-term development of live broadcast e-commerce industry.

Qi Yunlan, Deputy Director of Research Office of Market Economy Research Institute of the State Council Development Research Center:Consumers’ behaviors, concepts and consumer groups are constantly iterative, and consumption behaviors and consumption patterns, behaviors and concepts are also constantly developing. Any kind of innovation or a new model must be produced because it has its own competitiveness or is more in line with the requirements of the new era, the new economic environment and the demands of new consumers, so that it can grow, prosper and develop rapidly.

Relevant experts said that at present, the most important thing is how to further standardize the live broadcast e-commerce market, put an end to false propaganda and exaggerated propaganda, protect consumers’ rights and interests, create an honest market environment, enhance the sustainable development ability of live broadcast e-commerce, and better promote consumption growth and expand employment and entrepreneurship.

Qi Yunlan, Deputy Director of Research Office of Market Economy Research Institute of the State Council Development Research Center:The combination of state supervision, industry self-discipline and social supervision, I think, should enable any industry to move towards an increasingly standardized development path.

"Live+"empowers the real economy and stimulates new vitality of consumption

With the rise of live e-commerce in various industries, in recent years, the "talent" who creates content on the short video platform is very popular with consumers. Many industries, scenic spots, villages and other "content talent" have joined the live broadcast, and "live broadcast+traditional industries" have set off a new consumption format.

After graduating from Wu Mengting University, I began to work as a tour guide. At the beginning of this year, she began to try to combine the live broadcast with the tour guide’s explanation and broadcast the explanation in the scenic spot. In two months, the number of fans reached more than 4,000.

Anchor Wu Mengting:For you, it’s more efficient, and it won’t be so blind for the tourists who come. They have already got an understanding of (the destination) through my live broadcast room.

In a scenic spot in Shangrao, Jiangxi, the person in charge told the reporter that after the live broadcast was launched, some "private customization" needs were often received, and the business scope of the scenic spot continued to expand.

Wei Meng, Brand Director of Wangxian Valley Scenic Spot in Shangrao City, Jiangxi Province:After a live broadcast, we can show a variety of product content and experience projects to the audience in a down-to-earth manner. The audience perceives trust in online interaction, which can’t be satisfied by other forms of advertising and promotion. Therefore, we see that more and more users are diverting from online live interaction to offline tourism consumption.

The interactive introduction of "live broadcast+tourism" in the live broadcast room can directly understand the demands of tourists, thus providing corresponding tourism services and promoting relevant information, and attracting consumers’ participation more directly.

Tourist Ms. Huang:Sometimes the introduction of the live broadcast room is intuitive and interactive, which saves a lot of time to do raiders. I would rather watch the local live broadcast when I travel.

Not only that, the live video broadcast has also been integrated into the development of rural economy.

The video is being filmed by the Gaoji family in Huanghualing Village, Wushan Street, Wangcheng District, Changsha, Hunan Province. The appearance of short videos has turned this authentic farmer who used to only farm and work into a well-known local live broadcast carrier. The wife is the chef, the mother is the chef, the younger sister is the side dish, and a few special dishes are fried on the spot. The family has a tacit understanding and a happy state, which also allows them to find their own position in the traffic of the Internet. In two years, Gao Jijia’s account released 216 videos and more than 400 live broadcasts, and the appearance of live broadcasts changed their family’s life.

Villagers’ Gaoji in Huanghualing Village, Wushan Street, Wangcheng District, Changsha, Hunan Province;My bigger dream is to drive the agricultural and sideline products (sales) of local small agricultural enterprises and drive these daily incomes of farmers.

With the successful case of Gaoji, the local government also encourages everyone to actively explore new formats and new scenarios under "live broadcast+"and cultivate a number of new accounts. The local government also actively strives for policies for everyone in terms of express logistics, goods with goods, etc., reducing logistics costs and achieving a double harvest of live broadcast and local economy.

Yong Jia, Director of the Network Information Office of Wangcheng District Committee, Changsha City, Hunan Province:Many ordinary people are both producers and sellers. Through the combination of these two businesses, the goal of getting rich for the masses, industrial development and rural revitalization is finally realized.

Nowadays, live broadcast and short video are vivid portrayal of "integration of numbers and reality". With the platform as a link, it pulls both ends of supply and demand and opens up a new "track" for the efficient circulation of industrial products and agricultural products. The data shows that in 2022, the direct or indirect employment opportunities driven by the live broadcast and short video industries exceeded 100 million.

Report from Jiwei. com (Text/Dusha) Following the official announcement of the "Xiaomi Automobile Technology Conference" on December 25th, Lei Jun has written more than one eye-catching essay a day, and on December 27th, he also published a sincere tribute blog post: "We are well aware of the complexity of the automobile industry, and we are well aware of the hard-won development, and sincerely pay tribute to pioneers such as BYD, Weilai, Tucki, Ideality and Huawei", and in Beijing and Shanghai.

At 14 o’clock on the afternoon of December 28th, 1003 days after the announcement of entering the smart electric vehicle industry, the first press conference of Xiaomi Automobile was finally grandly opened. Although as early as December 25, Xiaomi Auto officially said that this conference only talked about technology, not products. However, at the press conference site, the "pre-press conference" of Xiaomi SU7 was also held simultaneously, involving product information including appearance, interior, space, power and safety. The first car is positioned as a "C-class high-performance eco-technology car" to achieve the ultimate performance of high performance, eco-technology and smart space experience, and to build the first choice of the elite of the times and the top benchmark of science and technology and humanities.

Because the release of Xiaomi car will take several months, the price that has attracted much attention has not been announced, but according to the configuration and information disclosed intentionally or unintentionally, Lei Jun’s words are proved, "Xiaomi SU7 is indeed a bit expensive, but it makes sense", and the scene has been compared with Porsche Taycan Turbo and Tesla Model S. When talking about the configuration of power batteries at the scene, Lei Jun quipped that the cost of the 101-kilowatt-hour power batteries currently carried is more than 100,000, and the price of similar power systems on the market is more than 400,000, so 149,000 is impossible. In fact, judging from the portrait of Xiaomi SU7 configuration, its price is hard to be lower than 200,000.

Then, before the official price is further announced, let’s take a look at what black technologies Xiaomi SU7 is equipped with.

At the whole press conference, Lei Jun unveiled five core technologies, including electric drive (motor), battery, large die casting, intelligent driving and intelligent cockpit.

Xiaomi Automobile Motor overtook Tesla, and the established Xiaomi Super Motor Project has an expert team of more than 100 people, and cooperated with suppliers such as Huichuan. At the same time, by using AI technology, it successfully developed a motor with a speed of 21,000 at the end of 2022, surpassing Tesla. At this stage, the millet motors V6 and V6s have been mass-produced, and the first millet car will be equipped with the millet motors V6 and V6s, with performance comparable to Porsche and Tesla.

What’s more, Lei Jun released the third motor V8s developed by Xiaomi at the scene, with a speed of 27,200. It is also the top motor in the world at present, and its rotor is made of ultra-high strength silicon steel, which will get on the bus in 2025.

In terms of batteries, Xiaomi launched the 871V silicon carbide high-voltage battery pack jointly developed by thousands of people with Contemporary Amperex Technology Co., Limited, which took two years to overcome many difficulties, and Xiaomi built its own battery pack factory. At the same time, in order to ensure battery safety and improve vehicle efficiency, we developed the world’s first CTB battery inversion technology, designed it according to the most stringent battery safety standards, and equipped it with powerful thermal management technology, with the goal of "challenging the king of batteries in winter".

Since Tesla started the large-scale die casting, this wave has quickly swept the entire automobile industry. Xiaomi Automobile also hopes to reshape automobile manufacturing with industrial behemoths, and launch super die-casting of Xiaomi, reaching the maximum locking force of 9,100 t, exceeding the locking force of 9,000 t in Tesla’s newly completed factory in the United States. The driving force of industrial behemoths often comes from the innovation of the underlying materials. Therefore, Xiaomi independently developed Titan alloy materials, which is also the only car factory in China that has mass-produced self-developed alloy materials. Based on innovative technology, it introduced the 72-in-1 integrated die-casting floor, which reduced the welding points of the whole car by 840, reduced the noise in the car by 2dB and reduced the weight by 17%.

In the field of intelligent driving, the industry is particularly involved at present. Lei Jun bluntly said that Xiaomi is not afraid of rolling, and it is from small to large. Xiaomi’s goal is to enter the first camp in the industry in 2024. Its strength stems from Xiaomi’s self-developed intelligent driving technology and three outstanding advantages. One is to insist on long-term investment. The total investment of Xiaomi in the first phase is 3.3 billion, which has been increased to 4.7 billion. The scale of the exclusive team exceeds 1,000, more than 200 vehicles have been put into test, and the test mileage exceeds 10 million kilometers. The second is the comprehensive empowerment of AI: Xiaomi AI Lab was established in 2016. After seven years of development, it currently has 3,000 AI engineers; The third is the self-developed underlying algorithm: Xiaomi’s new generation technology platform, which has BEV+Transformer+ occupation network and is fully integrated into the big model.

Perception has always been the key in intelligent driving. In order to break through the difficult problems in perception, adaptive zoom BEV technology, large road model and super-resolution occupation network technology constitute three key technologies of Xiaomi intelligent driving. These technologies can support a comprehensive leap in terms of visibility accuracy, perception accuracy and control accuracy, making cars "visible, accurate and understandable", making high-speed and urban intelligent driving more accurate and safer, and solving the existing problems of urban NOA, such as difficulty in crossing intersections.

In terms of hardware, the intelligent driving system is equipped with top-level configuration, including two NVIDIA Orin high computing power chips, with a comprehensive computing power of 508TOPS. The sensing hardware includes 1 lidar, 11 high-definition cameras, 3 millimeter-wave radars and 12 ultrasonic radars (Max version).

What’s more worth mentioning is that Xiaomi’s self-developed world’s first mass-produced end-to-end "perceptual decision-making model" has shown amazing strength in application scenarios such as mechanical warehouses. It combines perception-decision algorithm, real-time observation and dynamic adjustment of large models, which is the first time in the world to apply this technology to production vehicles.

As a field that Xiaomi is good at, the intelligent cockpit is also the last link of its strategy of "people and cars are all ecological". After 13 years of exploration, the Xiaomi 澎湃 OS developed in 7 years is highly anticipated for the first time. Based on Xiaomi 澎湃 OS, Xiaomi has built a unified visual interaction system, realizing a comprehensive sharing ecosystem from software to hardware. Through a series of bottom reconstruction such as intelligent cockpit, Xiaomi has laid a solid foundation for the evolution of cars.

Xiaomi’s intelligent cockpit adopts a "people-centered" interactive architecture, and is equipped with a 16.1-inch 3K ultra-clear central control panel, a 56-inch oversized HUD head-up display, a 7.1-inch flip instrument panel, and Xiaomi Pad, which can realize five-screen linkage. At the same time, in order to support the silky experience of the intelligent cockpit, Qualcomm Snapdragon 8295 cockpit chip is equipped.

Ecology is the key word of Xiaomi cockpit system. The intelligent cockpit has a strong application ecology, and the Xiaomi tablet application ecology can seamlessly get on the bus. At the same time, the mobile phone application Pin can be applied to the car, and the native application of the car can be changed in seconds. In addition, the Xiaomi cockpit system supports hardware ecological boarding, including the Mijia ecological non-inductive boarding, the central control large screen can be expanded, the center console can be expanded, and the seat back can be expanded.

Xiaomi also opened a unified standardized interface and enriched standard protocols, creating the strongest exclusive CarIoT ecosystem. The built-in CarIoT docking station supports the changeable access of a series of devices, including smart fragrance. Four groups of Pin point power supply communication design can expand physical keys. In order to meet the needs of Apple users, Xiaomi fully supports wireless CarPlay car, and provides exclusive accessories and exclusive applications for iPad on the rear expansion screen.

When it is about to close in 2023 and friends are fighting for the high-end smart electric market of 400,000 and above, Xiaomi Automobile will release Xiaomi SU7 real car with a vision. Lei Jun said that the automobile industry has been more than 100 years, and there is no shortcut to the track for a hundred years. Xiaomi decided to invest ten times, start with the underlying core technology, seriously build a good car, and through 15 to 20 years of efforts, become the top five automobile manufacturers in the world, and strive for the all-round rise of China’s automobile industry.

However, it is conceivable that when Xiaomi enters the automobile market, the challenges it faces are greater than those of the previous new car-making forces, and the competition in each segment of the track can be called bloody rain. In 2024, the price war is expected to continue in the industry. Therefore, when Xiaomi comes, it is bound to face the quagmire of price scuffle, and the longer-term problem for Xiaomi is, where is the market position? (Proofreading/Zhu Zhilei)

In the car home Haikou preferential promotion channel, we can see a high-profile car model-a preferential activity is under way. The starting price of this model in Haikou area is 390,900 yuan, and the highest discount is 135,000 yuan. If you are interested in this model, you can click "Check the car price" in the quotation form to get a higher discount.

The design of Volvo XC60 new energy is unique, and the front face design is fashionable. The car adopts a unique air intake grille design, which makes its overall style more refined. The body lines are smooth and full of strength. As a new energy vehicle, Volvo XC60 New Energy also has a unique logo and detailed design to show its environmental protection characteristics. The overall style is simple and generous, showing Volvo’s consistent high quality and elegant temperament.

Volvo XC60 new energy vehicle is a medium-sized SUV with a body length of 4708mm, a body width of 1902mm, a body height of 1656mm and a wheelbase of 2865 mm.. The car uses 255/45 R20 front and rear tires, with fashionable rim style and high visual impact. The body lines are smooth and exquisite, especially the design of the side lines is unique, which shows the perfect combination of luxury and sportiness. The front wheel track is 1649mm and the rear wheel track is 1653mm, which makes the vehicle more stable and better in handling.

The interior design of Volvo XC60 New Energy is simple and elegant, with attention to detail and texture. The steering wheel is made of leather, which can be manually adjusted up and down and back and forth, so that drivers can easily find the driving posture that suits them best. The central control screen has a size of 9 inches, supports voice recognition control system, and can control functions such as multimedia, navigation, telephone and air conditioning. The front and rear rows are equipped with USB/Type-C interface, which is convenient for users to charge. The front seats are also equipped with heating function, and both the driver’s seat and the co-pilot seat support power seat memory. In addition, the seat can be adjusted in front and back, backrest, height, leg rest and lumbar support to provide a comfortable riding experience. The rear seats support proportional reclining, and the space can be flexibly adjusted as needed.

Santana is a classic car with reliable quality and excellent performance. It has a maximum power of 228 kW and a maximum torque of 400 N m. It is equipped with a 2.0T 310 HP L4 engine, which provides a strong power output. At the same time, it is equipped with an 8-speed automatic gearbox, which can shift gears smoothly and quickly, making driving more comfortable. Whether on urban roads or highways, Volvo XC60 new energy can bring excellent driving experience.

As a luxury SUV, Volvo XC60 New Energy not only shows a unique design style in the appearance of the whole vehicle, but also performs well in the interior, performance and safety. Car home car owners’ evaluation of it is also very pertinent. He mentioned that although the removal of the tail throat made the back look a little bald, it was still acceptable. In addition, 24 wheels have been changed into low wind resistance shapes. Although some people don’t like them, they also have a sense of science and technology, which complements the overall style. It can be seen that the details and overall style of Volvo XC60 new energy have been recognized and affirmed by the owners. Whether on urban roads or highways, this model can provide excellent driving experience and safety guarantee. Therefore, for those consumers who pursue luxury, comfort and safety, Volvo XC60 new energy is undoubtedly a worthy choice.

Zhangjiakou car home preferential promotion channel brings you the latest preferential information! At present, the model is undergoing preferential activities, and the preferential amount is as high as 12,000 yuan. The activity covers Zhangjiakou area, and the minimum starting price is 140,900 yuan. If you are interested in this model, please click "Check Car Price" in the quotation form to get more preferential information. Act quickly, seize the opportunity and enjoy the car discount!

Tiggo 9 is a stylish SUV model, with a large air intake grille on the front face and streamlined chrome decoration, creating a strong visual impact. The body lines are smooth, and the overall style is tough and exquisite, showing a strong sense of movement. The lines on the side of the car body are simple and smooth, and the lines on the roof are tilted backwards, creating a dynamic shape. The tail design of the car body is simple and generous, and the taillights adopt a unique through design, which has excellent visual effects. In addition, the Tiggo 9 is also equipped with large-size wheels and sporty wheels to make the whole car look more sporty and fashionable. Overall, the design of Tiggo 9 is fashionable, dynamic and exquisite, and it is a very attractive SUV model.

As a medium-sized SUV, the Tiggo 9 has a length, width and height of 4820*1930*1699mm, a wheelbase of 2820mm, a front track of 1638mm and a rear track of 1641mm, respectively. The side lines of Tiggo 9 are smooth and dynamic, which highlights its sporty atmosphere. The front and rear tyre size are both 245/50 R20, and the tire width is larger, which provides better grip and stability for the vehicle. The rim style is fashionable and matched with the body lines, which makes the appearance of the whole vehicle more fashionable and atmospheric.

The interior design of Tiggo 9 is simple and atmospheric, with black and brown color matching, creating a high-end comfortable atmosphere. The steering wheel is made of genuine leather and feels comfortable. It supports manual adjustment up and down and back and forth, so that drivers can find the most comfortable driving posture. The size of the central control screen reaches 12.3 inches, and the display effect is clear. It supports the voice recognition control system and can control the functions of multimedia system, navigation, telephone, air conditioner and skylight, making it more convenient for drivers to drive. The front and rear rows are equipped with USB and Type-C interfaces for easy charging. The front seats also have heating, ventilation and electric seat memory functions, so drivers can enjoy a more comfortable driving experience. In addition, the second row of seats supports backrest adjustment, and the rear seats can be laid down in proportion, providing passengers with more space and flexibility.

The Tiggo 9 is equipped with a 2.0T 261 horsepower L4 engine with a maximum power of 192 kW and a maximum torque of 400 N m.. This engine can provide abundant power output, so that you can feel a strong sense of acceleration and surging power during driving. At the same time, with the 8-speed automatic manual transmission, the shift is smooth and fast, making driving more comfortable and smooth. No matter on urban roads or highways, Tiggo 9 can easily meet all kinds of driving needs and bring you excellent driving experience.

As a medium-sized SUV, Tiggo 9 has undoubtedly won the favor of the majority of car owners in terms of design. The owner of car home said that the design of Tiggo 9 gives people a very atmospheric and calm feeling, which is neither radical nor unassuming, and it is his favorite design style. This not only reflects the stability and atmosphere of Tiggo 9, but also shows its unique taste and style. It is believed that this design style can meet the needs of more car owners for vehicle appearance and bring more comfortable and confident driving experience to car owners.

　　[New Car Launch] LYNK&CO, a brand-new brand of Geely Group, officially released the Harmony. The new car is built on the CMA platform jointly developed by Geely and Geely, in which 01 will be officially mass-produced as the first model of LYNK&CO in 2017, and will be listed in China at the end of 2017. Meanwhile, the Lynk & Co brand will gradually enter the European and North American markets.

『LYNC&CO 01 concept car

『LYNK concept car

● LYNK&CO 01 concept car

　　LYNK&CO 01 concept car is located in a model, which is built by Gothenburg styling center led by Peter Hobury, deputy director of Geely Group, and its overall style is very fashionable. The large mouth air intake grille gives people a very layered feeling. At the same time, the headlight group adopts split design, in which the light band shape is very individual, while the high beam and low beam groups are hidden on both sides of the grille, which makes the front face of the whole vehicle look more integrated.

　　On the tail, the 01 concept car adopts L-shaped taillight design and LED light source, and presents a stereoscopic visual effect. The overall design is coordinated, the lines are full, and it doesn’t look stingy.

　　In terms of interior, the new car adopts a 10-inch full LCD instrument panel with mechanical instrument combination design, and is equipped with interior atmosphere lights, a 10.1-inch touch screen, an electronic shift lever, etc. to increase the sense of technology. On the whole, the new car focuses on Nordic style, and the design is simple and fashionable.

　　LYNK&CO brand official said that this concept car is "the product that best represents intelligent interconnection technology". Based on the open digital platform, it will cooperate with the world’s leading technology companies. Therefore, interconnection is also one of the main aspects of LYNK&CO brand in the future.

　　In terms of power, the new car will be equipped with 1.5T three-cylinder and 2.0T four-cylinder matched with CMA platform in the future, as well as hybrid system and pure electric system. In terms of transmission, it will be matched with a brand-new 7-speed, and the new car will also be equipped with a four-wheel drive system.

● LYNK concept car

　　Compared with LYNK&CO 01 concept car, this concept car named LYNK has no mass production plan. It is just an attempt by the designer for LYNK&CO brand. The new car adopts a four-door coupe design and looks very dynamic as a whole. The front face of the new car still uses a large mouth grille design, while the headlight group uses a more simplified LED light source. Compared with LYNK&CO 01 concept car, the new car has more muscular lines.

　　In terms of body, the new car adopts a four-door style that tilts upwards and looks very individual. In the tail shape, we can see the sense of movement of its design, and the taillight group adopts integrated light belt design, which gives people a very fashionable feeling.

　　In terms of interior, the concept car is even more exaggerated. The steering wheel with more sporty shape is equipped with a full LCD instrument panel and a central control LCD screen, which gives people a more futuristic feeling. At the same time, the 2+2-type four-seat chair looks very design-oriented.

● Introduction of CMA platform

　　With regard to the platform, the 01 concept car is built on the CMA modular platform of Geely Group. The CMA platform is a brand-new intermediate car basic module structure led by Volvo Cars and jointly developed by Geely Cars and Volvo Cars. The platform has been developed in the European Research and Development Center (CEVT) of Geely Cars for more than three years, and can be adjusted according to the positioning and length of different models, covering small, compact and corresponding product layouts. In the future, a new generation of Volvo 40 series models will be born on this platform.

◆ LYNK&CO brand introduction:

　　LYNK&CO brand is a brand-new brand created by Geely Group. Its positioning is between Geely brand and Volvo brand under the group, focusing on Nordic style, and it will become a competitor of overseas mainstream brands including and.

　　LYNK&CO is a combination of two English words. LYNK means connection and interconnection, which represents the cooperative nature of the brand and the future development route of intelligent interconnection. It is expected to join the ranks of future mobile travel service providers. CO has no specific meaning, its meaning is to make the brand name more catchy, thus showing that the new brand is young and full of vitality.

　　In the future, the brand will build matrix products based on CMA platform. The first production car will be a compact SUV, code-named C11, which will adopt the overall design language of 01 concept car. In the future, LYNK&CO brand will also enter the China market in the future, so as to compete with Volkswagen, Ford and other brands. (Text/car home Wuyuan)

　　Read more:

　　Promote smart interconnection? LYNK&CO’s latest trailer released