[car home Information] Recently, we learned from the official that (|) once again ushered in the OTA upgrade, which was mainly aimed at optimizing the Yunnian -C system to improve its driving comfort. In addition, it also includes adding pet care mode, optimizing dynamic multi-color logic of atmosphere lights, etc., as follows:

Cloud chariot -C upgrade:

　　Optimize the Yunqi -C intelligent damping body control system, and the braking pitch suppression is increased by 20%, and the cornering roll suppression is increased by 12%, regardless of handling and comfort. This function upgrade corresponds to the vehicle configuration, and only applies to the models equipped with Yunnian-C.

Pet care mode:

Start the exclusive care for pets, automatically lock the doors and windows, start the anti-misoperation function in the car, keep the constant temperature air conditioning and make the air circulate freely. This mode upgrade is only applicable to Tengshi D9 EV models.

Optimizing dynamic multi-color logic of ambient light;

　　Ambient lights can realize independent control of the whole vehicle and its partitions, freely choose colors, show smart visual effects, and change with the rhythm of music. This function optimization is applicable to Tengshi D9 DM- car.

Optimizing the heating strategy of the main driver’s seat;

　　Optimize the heating time of the main driver’s seat without waking up many times. This function optimization is applicable to Tengshi D9 DM-i model.

Precautions:

　　1. This upgrade will be pushed nationwide in batches. Please be patient. If there is an urgent upgrade demand, please contact the nearest Tengshi Center for assistance. 2. This upgrade is mainly aimed at 22 and 23 Tengshi D9 models (the new Tengshi D9 models have been optimized and upgraded); 3. There may be differences due to vehicle configuration and other reasons. Please refer to the prompt information of the vehicle for the specific upgrade time; 4. This push takes a long time, so it is recommended to make an appointment to upgrade and reserve sufficient upgrade time; 5. This push will not consume user traffic and can be upgraded with confidence; 6. When upgrading, please park the vehicle on a gentle road to ensure that the vehicle network signal is good, the power is higher than 20%, and the front and rear doors and the front and rear hatch covers are closed; 7. During the upgrade process, the vehicle may appear short-term prompts such as off-screen, running lights on, dashboard failure, etc. These are normal phenomena. Please don’t intervene manually or forcibly power off and restart the vehicle. You can lock the vehicle normally and leave, and the vehicle will automatically complete the upgrade. 8. If you encounter any other problems during the upgrade, please call the user care hotline at 400-039-8888 for consultation. (Compile/car home Guo Chen)

　 　 　 　Luo Jing, the host of the famous News Network, Cindy Lee, the actor who plays Fang Yu in Deep Rain, and Fuck off! Tumor jun touched many netizens’ cartoonist Xiong Dun … In recent years, many celebrities have passed away because of lymphoma. At the same time, however, there are also many famous people who have succeeded in fighting cancer after suffering from lymphoma. For example, the 70-year-old famous director Wu Yusen was diagnosed with large B-cell lymphoma in tonsils when filming Taiping Wheel in 2008. After four operations, in the second month of chemotherapy, his mouth was all festered, he could not swallow, and his body and face were so thin that he was wrinkled. Finally, he succeeded in fighting cancer with his firm will! 　

　 　 　 　For example, Kai-Fu Lee, the founder of an innovative factory that successfully used chemotherapy and targeted therapy to fight advanced lymphoma! On September 5, 2013, 52-year-old Kai-fu Lee announced that he had stage IV follicular lymphoma and had to leave work for treatment. In February 2015, he announced the results of his physical examination, indicating that the tumor in the body is not obvious at present. In June of the same year, Kai-fu Lee said that he had not found any lesions in his last two examinations and ridiculed himself as "Li Kangfu". It took Kai-fu Lee less than two years from finding out the cancer until the focus was completely gone. His anti-cancer experience is worth learning from.

Alias "the most disguised disease", lymphoma has become a killer.

　 　 　 　According to statistics, there is a new case of lymphoma every 9 minutes in the world. The incidence of lymphoma in China is 0.02‰, with about 25,000 new patients and nearly 20,000 deaths each year. The threat of lymphoma is rapidly emerging. It ranks among the top ten malignant tumors in China and ranks second among hematological malignancies. At the beginning, the symptoms of the disease were hidden, and it was described as "the most disguised disease". In the intercontinental area, the incidence of non-Hodgkin’s lymphoma is much higher than Hodgkin’s disease, which is about 9: 1. Because of the higher degree of malignancy and worse prognosis, lymphoma is generally referred to as non-Hodgkin’s lymphoma. In China, the incidence of malignant tumors ranks ninth among men and tenth among women. Non-Hodgkin’s lymphoma can occur in all ages, and the high incidence age is 45~60 years old. Among them, Luo Jing suffered from diffuse large B-cell lymphoma (DLBCL). This is a common non-Hodgkin’s lymphoma, which belongs to aggressive lymphoma with high malignancy. The course of the disease progresses rapidly. If it is not actively treated, the median survival time is less than one year. In recent years, great progress has been made in the research and treatment of lymphoma, and new drugs and technologies have risen strongly! CAR-T therapy Among them, the chimeric antigen receptor T(CAR-T) cell therapy is particularly prominent. Its appearance represents a great progress in personalized cancer treatment, especially bringing the hope of rebirth to patients with hematological malignancies.

Complete remission! The first advanced lymphoma patient in China who received CAR-T therapy was discharged smoothly!

　 　 　 　Although they all suffer from diffuse large B-cell lymphoma, Mr. Chen, who suffers from malignant lymphoma, is a lucky one. According to Jiangsu public news channel News Space Station, on August 31st, the first lymphoma patient treated with CAR-T cells in China achieved complete remission and was discharged smoothly. 　

　 　 　 　Mr. Chen suffered from diffuse large B-cell lymphoma. After the onset of the disease in October 2010, he had received chemotherapy for many times, but all of them were unsatisfactory. Diffuse large B-cell lymphoma is the most common malignant lymphoma. After immunotherapy, about 60% patients can survive for a long time, but 40% patients will still relapse. In June this year, Mr. Chen accepted CAR-T cell therapy with a tentative attitude, and all the physical indicators tended to be normal. He told reporters with delight that his physical condition was better than before, and he was no different from a normal person after leaving the hospital. CAR-T therapy, a "living drug", made her completely relieved and looked forward to a cancer-free future.　

　 　 　 　As a "living" drug, CAR-T therapy is very different from traditional drugs. First, the therapy needs to isolate T cells from patients and modify them with chimeric antigen receptor (CAR) in vitro, so that they can specifically recognize cancer cells. Finally, the modified T cells are expanded and reinfused into patients. Compared with traditional chemotherapy and hematopoietic stem cell transplantation, it can kill tumor cells more accurately, improve the curative effect and greatly reduce the side effects. 　

The well-known director of hematology in China said: CAR-T can identify lymphoma very deliberately, and the antigen carried on tumor cells will attack directly after being connected, and it will produce an anti-tumor effect and kill it directly without the need for second signal stimulation, so one of its characteristics is accuracy, and the second is power. The scope of application is still the recurrence or refractory diffuse large B lymphoma that is ineffective in general immunochemotherapy. 　

CAR-T therapy FDA approved 6 models, and domestic CAR-T therapy caught up! 　　　

　 　 　 　After sharing the above news reports about CAR-T therapy, let’s get down to business and talk about CAR-T therapy. At present,CAR-T therapy has achieved great success in the treatment of hematological malignancies.. Six CAR-T cell therapies have been approved by FDA in the United States and two CAR-T cell therapies have been listed in China. The picture below shows CAR-T cell therapy that has been listed at home and abroad. 　 　　

　 　 　 　Although China’s CAR-T technology started late, the domestic market is large. According to the data on Clinicaltrials.gov’s website, China became the country that registered the most CAR-T tests in September 2017. As of May 27th, 2021, there are 1301 CAR-T clinical trials in the world, and the number of CAR-T trials registered in China has reached 478!　

01　　The first CAR-T therapy in China was approved for listing! China welcomes the first year of cellular immunotherapy.

　 　 　 　On June 22nd, the blank in the field of CAR-T in China was finally broken! The latest announcement of China National Medical Products Administration (NMPA), Fosun Kaite Biotechnology Co., Ltd. (hereinafter referred to as " Fosun Kate ”） The CAR-T cell therapy product targeting CD19, Aquilencel Injection (also known as Aquilencel, FKC876), was officially approved for marketing. This is the first approved CAR-T therapy in China and the sixth approved CAR-T therapy in the world. It is believed that China will usher in the blowout era of CAR-T cell therapy.　

02　　In just one month, the second CAR-T therapy in China and the sixth CAR-T therapy in the world were approved!

　 　 　 　On September 3, the State Drug Administration recently announced that Yaoming JunuoThe CAR-T product targeting CD19, Regiosai Injection.(relma-cel, trade name: Benoda) has been officially approved. The approved indications for Regioside Injection are:It can be used to treat relapsed or refractory large B-cell lymphoma (r/r LBCL) in adult patients after second-line or above systemic treatment.Reggiorense injection is the second CAR-T product approved in China and the first CAR-T product of Class 1 biological products in China.

　

It’s only been about one month since it was submitted for examination and approval on July 30th last time, which can be described as rapid progress. Congratulations! (At present, patients with economic conditions can contact cancer-free homes for the treatment of regiorense. )　

Boom! The first BCMA CAR-T therapy in China and the second in the world was approved by FDA!

　 　 　 　China’s "dark horse" in CAR-T cell therapy industry-legendary BCMA(B-cell mature antigen) CAR-T therapy Cedar-B38m/JNJ-4528 (hereinafter referred to as cilta-cel) has attracted much attention, and has shown excellent anticancer activity in clinical trials for multiple myeloma.

　 　 　 　What is exciting is that on February 28th, 2022, local time, it was jointly developed by Janssen and Legendary Biology.BCMA CAR-T product, Cedactylosin (trade name Carvykti), has been approved by the US FDA for the treatment of adult patients with relapsed/refractory multiple myeloma (MM).

This is the first cell therapy product approved by FDA in China and the second CAR-T cell immunotherapy approved for BCMA in the world.

　

　 　 　 　Cilta-cel was awarded priority review qualification by FDA on May 26th.However, the approval of the West Dachiorensai was delayed, and it was adjusted from November 29, 2021 toFebruary 28, 2022Fortunately, it was finally approved and lived up to expectations!

　 　 　 　cilta-celIt is a CAR-T therapy directed by research B cell maturation antigen (BCMA), which is used to treat relapsed or refractory multiple myeloma (RRMM). These patients received an average of five kinds of pre-treatment before treatment, 76% of them received five kinds of treatment, and 86% of them were resistant to five kinds of treatment, including CD38 treatment, and they were both resistant to protease inhibitor PI and immunomodulator IMiD. Simply put, it is refractory to relapse and lack of effective treatment in the follow-up. The principle of this CAR-T therapy is different from the current PD-1/L1. It directly uses the T cells in the patient’s body, transforms them in vitro, replicates them in large quantities, and then transfuses them into the patient’s body to kill cancer cells. At the ASH conference in 2021, the latest results of the 1b/2 CARTITUDE-1 study (n=97) showed that,meso-position 22 months Long-term follow-up, The objective remission rate (ORR) reached 98% , 83% patients achieved strict complete remission (sCR) It is emphasized that the mitigation will deepen with the passage of time (sCR will increase from 67% reported at the ASH annual meeting in 2020 to 83%). At 18 months, 66% of the patients were alive and the disease did not progress. .The two-year progression-free survival rate and overall survival rate are respectively 61% and 74% .The latest research results to be announced at the ASCO annual meeting in 2021 show that After a median follow-up of 18 months, the overall survival (OS) rate was 81%. The remission rate is comparable in all pre-specified subgroups and patients with different treatment lines.

　　 　

American research shows that cilta-cel has excellent long-term efficacy.　 　

　 　 　 　Emily, a foreign country, successfully ushered in nine years of cancer-free survival in 2021, and suddenly became the "spokesperson" of global CAR-T therapy. In China, there is such a lucky person whose fate has been completely changed by CAR-T therapy. Mr. Min was diagnosed with a special rare disease at the age of 54- multiple myeloma . He had no drugs available at that time, so he was lucky enough to participate in the clinical trial of CAR-T therapy. Although the treatment process was not smooth sailing, after three times of treatment, all the lumps on Mr. Min’s body disappeared and the pain disappeared. Surprisingly, by June 4, 2021, Mr. Min had lived cancer-free for five years, which is the field of cancer treatment, which is theoretically said. Clinical cure .

　 　 　 　In fact, as early as March 27th this year,The FDA approved the first CAR-T therapy targeting BCMA for adult patients with relapsed/refractory multiple myeloma (r/r MM) after receiving more than four therapies.

　 　 　 　Chemotherapy to fight cancer is often "killing one thousand enemies and losing eight hundred". Antibody drugs can accurately find tumor targets, but sometimes their combat effectiveness is insufficient. If we can put a "warhead" of chemotherapy drugs on antibody drugs, can we attack cancer cells more accurately? Based on this, an ADC (antibody drug conjugate) called "biological missile" was born. Antibody-coupled drugs are like biological missiles, which consist of two core functions: the first is antibody (missile body), the second is strong chemotherapy drug (nuclear warhead); This design will enable antibodies to find tumor cells with chemotherapy drugs, and then accurately poison tumor cells and poison them. 　This drug design combines the precision of targeted drugs with the high efficiency of chemotherapy drugs, which not only avoids the toxic and side effects of systemic use of chemotherapy drugs, but also has stronger killing ability than using targeted drugs alone, killing two birds with one stone. 　 　 　 　

Schematic diagram of antibody-coupled drugs 　 Note: (a) General description of A)ADC structure; (b) the mechanism of B)ADC. 　

Fourteen ADC drugs have been approved around the world, which brings hope for prolonging the survival time of back-line patients.

　 　 　 　At present, more than 100 kinds of ADC are undergoing clinical trials. Most adcs have progressed from phase i to phase II. Some ADC phase III trials show positive results; Up to September 20th, 2021, there are 14 kinds of ADC drugs on the market in the world, which are mainly used in hematological tumors and solid tumors, and are mainly used for back-line treatment of patients, including advanced, recurrent/refractory and metastatic tumor indications.

　

Fourteen ADC drugs have been approved worldwide.

According to the curative effect data, ADC drugs have brought more treatment options and the hope of prolonging the survival time for back-line patients, and the objective remission rate or median progression-free survival time of several drugs has doubled compared with chemotherapy.

Looking at the CD30 target, the new drug F0002-ADC became an instant hit and squeezed into the lymphoma track.

　 　 　 　CD30, a member of tumor necrosis factor (TNF) receptor superfamily, can promote cell proliferation or apoptosis by activating different signal pathways. In 2020, Vebtuximab for injection (Adcetris) was approved to be listed in China, and CD30 became famous. Adcetris, as an antibody-coupled drug targeting CD30, has an effective rate of 73% for Hodgkin’s lymphoma (HL) and 86% for anaplastic large cell lymphoma (ALCL). It is the first new drug approved in the field of Hodgkin’s lymphoma treatment in recent 30 years, and it is also the first time that a drug targeting CD30 has been approved, filling the gap in this field. At present, the only new ADC drug for CD30 in China is F0002-ADC. This new drug consists of three parts, namely, human-mouse chimeric anti-CD30 monoclonal antibody, thioether linker (MCC) and DM1. Since the project was launched in 2016, it has been disappointing! At present, patients with recurrent/refractory CD30 positive peripheral T-cell lymphoma are being recruited clinically! This is a new treatment option for patients with recurrent/refractory peripheral T-cell lymphoma!

This article is original for a cancer-free home, and it needs authorization to reprint! Cancer-free homes remind patients 　

Mercedes-Benz E-Class is a traditional luxury medium-sized and large-sized car product. For Biao and Audi a6l, its unique brand advantages and extreme luxury attributes have made it deeply recognized by consumers, with an average monthly sales volume of more than 13,000, which is in a strong competitive position in this market segment.

Mercedes-Benz e300l luxury design atmosphere, strong business atmosphere, the front shield-shaped mesh is quite eye-catching, two bar-type led light groups are shiny and recognizable, and the erected three-pointed star logo is also noble and elegant, which can always give people a strong psychological hint. The side is slender and smooth, the lines are smooth and sexy, the rear tail is sexy and stocky, the bilateral double exhaust is quite graded, and the overall face value is remarkable, which is a small S-class.

In terms of power, e300l is equipped with a 2.0t high-powered version, 190 kW, 370 Nm, equipped with a 9-speed manual, with a zero-hundred-speed score of about 6.6 seconds, which makes the acceleration feel smooth and calm at the beginning, and at the same time, the latter part is full of confidence and orderly shift logic, which is always indifferent and comfortable to drive, and can raise the speed to a very high level unconsciously.

In terms of structure, the training style is still very comfortable, the bumps on the road are handled in place, and there is not much impact when taking some bad roads. Driving is particularly heavy and advanced, which will definitely bring people the highest level of enjoyment, which is in line with the level that this level should have.

In terms of selling price, the official guide price of the 2019 Mercedes-Benz e300l Deluxe Edition is 492,800, with a preferential margin of about 40,000. The transaction price of the bare car at the terminal is 452,800, including 40080 purchase tax, 480 travel tax, 950 compulsory insurance, 12,299 commercial insurance and 500 licensed cars, totaling about 507,200.

Car experience:

Most satisfied with fashion and youth, cool atmosphere lights and a sense of science and technology in off the charts! 9-speed automatic transmission, almost no frustration!

The most dissatisfied with the sound effect is just so-so. The original car’s own sound is really lame, not as loud as Berlin’s.

[Space] The space in the front row of my 176 is quite large. There is not much horizontal space for two people. Three people are not very comfortable. From driving to now, I have only gone home for the Spring Festival, and I have been full of company group tours. Basically, I am alone.

[Power] The power is smooth between 234 gears, and occasionally, there will be some setbacks in oil collection.

[Control] Control is general, and this owner plays.

[Comfort] The front seat is comfortable and the rear seat is short.

[Appearance] I bought a sports label with pearl white. I feel very young. In fact, I am already young.

[Interior] Family-style design is adopted, just like driving an S. Due to the hasty booking of a car, the car comes with a black interior, which is a little depressing, but quite resistant to dirt.

[Cost-effective] If people like me don’t pay attention to performance, people who look at their eyes will buy a car of around 500,000, which is still very good.

Provided by the author

　　Screenshot of Tik Tok account of "Qinba Grandma Qinba Yiwei". The picture comes from the Internet.

　　In Shengli Community, Jincheng Street, Lin ‘an District, Hangzhou City, Zhejiang Province, young social workers guide the old people how to shop with their mobile phones. Xinhua News Agency reporter Xu Yushe

　　An elderly person is broadcasting live. The picture comes from the Internet.

　　In recent years, more and more middle-aged and elderly people shine brilliantly on the Internet platform. Sending short videos, opening live broadcasts and selling goods online … … They have subverted people’s traditional impression of old age, attracted a large number of fans to watch and become a beautiful landscape in the era of mobile internet.

　　"Silver-haired online celebrity" shows a different style

　　Accompanied by ancient music, four ladies dressed in batik cheongsam are walking leisurely. They are either holding red umbrellas or dancing folding fans, smiling and full of confidence. This is a 15-second short video released by Tik Tok’s account "Fashion Grandma Group", which has received nearly 1.5 million likes. It is hard to imagine that they are a group of "silver-haired online celebrity" with an average age of 68.

　　In Aauto Quicker, Tik Tok, bilibili and other short video platforms, countless "silver online celebrity" are everywhere. For example, Tik Tok’s account "Qinba Grandma Qinba Yiwei" records the rural life of two old people near Daba Mountain. Grandma’s cooking of braised pig’s trotters, potato Baba fried bacon, pulp water and other foods in southern Shaanxi made netizens salivate. At present, the account has gained 2.73 million fans and been praised more than 34 million times; The handsome "Grandpa Beihai" often wears a suit, a hat and a bow tie. His love for life and his spirit of "not being old" make many young people envy him. The short video released by "Grandpa Jigong" begins with "Dear Dolls", telling life experiences and talking about the world in simple language, as kind as grandpa next door; "Grandma Wang who only wears high heels" has a live broadcast with goods, and its sales can reach several million yuan, surpassing many young live broadcasts in online celebrity.

　　In the Internet era of "everyone has a microphone", the elderly are no longer network insulators. They pursue fashion, are confident and enthusiastic, know how to consume and love life, and show a unique style of "the most beautiful is the sunset red".

　　The 45th Statistical Report on Internet Development in China shows that by March 2020, the number of netizens in China reached 904 million, and the number of mobile phone users reached 897 million. Among netizens, netizens aged 50 and above account for 16.9%, and the number exceeds 150 million. The Internet continues to penetrate into middle-aged and elderly people.

　　Perceive the temperature of the years from the live broadcast

　　The reporter found out that the "silver-haired people" who are currently popular on the Internet are mainly divided into three categories: First, they show their young mentality and self-disciplined living habits. They often dress well and maintain a good posture and mental outlook, showing people the "exquisite life" of the elderly. The second is to record fragments of daily life. In the warmth and fun of the old people with their wives, children and grandchildren, netizens can feel the deep affection and see the true temperament of the old people who are childlike, lovely and straightforward. The third is to share life common sense and experience. Such as introducing health knowledge through live broadcast, recording short videos to interpret common scams and warning people how to deal with them.

　　What is the charm of "Silver-haired online celebrity"? Some insiders pointed out that there are three "degrees" advantages in online celebrity, namely, the length of life experience, the width of knowledge and the depth of professional fields. Specifically, the rich life experience and social experience of the elderly are not available to young people. They are well-informed, often thoroughly study their own professional fields, have strong comprehensive ability to deal with problems, and have a unique charm of time precipitation. When they express their little philosophies in life as experienced people, they will give people a sense of reliability and peace of mind.

　　Online celebrity’s old people have resonated with their peers, and at the same time, they have been loved and sought after by a large number of young people. For example, seeing the warm picture of "Grandma Qinba" and her wife taking care of each other, many netizens were envious and said that "this is love, and happiness is included in the plain". Industry analysts pointed out that, by contrast, the videos of Grandpa online celebrity and Grandma online celebrity are more authentic, frank and cordial, arousing many young people’s fond childhood memories, and arousing their yearning for their loved ones, family and affection, which is more penetrating and user-friendly.

　　The "silver hair economy" market is on the rise.

　　In May this year, "I’m Grandma Tian" in online celebrity, Tik Tok opened the first live show with goods, and achieved sales of 1.5 million yuan. Experts pointed out that behind the outbreak of "silver-haired online celebrity" is the rise of the trillion-dollar "silver-haired economy" market.

　　Recently, the China Development Report 2020: Trends and Policies of Population Aging in China issued by China Development Foundation said that by 2022, the population over 65 in China will account for 14% of the total population, realizing the transformation to an aging society. In 2050, the aging in China will reach its peak, and the population over 65 will account for 27.9% of the total population in China. "Silver-haired economy" will become a new growth point to promote the sustainable development of China’s economy in the future aging society.

　　Li Jia, deputy director of Pangu Think Tank Aging Society Research Center, believes that what middle-aged and elderly people need is to find more channels to release their abilities and energy and become participants in social development and progress. As the post-60s with higher education begin to retire, middle-aged and elderly people will be completely separated from the stereotype of "digital refugees" in the past, and their social needs are growing day by day, which is a good opportunity for the market to mature.

　　"Silver-haired online celebrity" not only spreads the positive energy of loving life and attaching importance to family, but also is a blue ocean with infinite opportunities. The insiders believe that the current market consumption potential of "Silver Hair online celebrity" has not been fully tapped, and there is still huge market space. To achieve the economic benefits of "silver-haired online celebrity", we need team packaging and continuous content output. In addition, due to limited energy, the old people are not familiar with the Internet economy and fans’ psychology, and the live broadcast of goods still faces no small challenge.

　　Chinanews. com client Beijing, December 25 th:Year-end planning: In 2020, these "online celebrity" will be different!

　　Reporter Ren Siyu

　　Finally, the progress bar in 2020 is almost full.

　　If you use one word to describe your feelings, what would it be? Magic, change and cherish … …

　　Looking back on this year, we have witnessed too many changes in the world, one extraordinary thing after another, and at the same time, we have seen such a group of ordinary people become "online celebrity". Do you still remember them?

　　Spider monkey bread

　　At the beginning of the year, many people were trapped by the COVID-19 epidemic. When Wuhan was "closed" and everyone was shrouded in panic, a group of witnesses recorded the tug-of-war between ordinary people and the epidemic with their own lenses.

　　On the 29th day of the twelfth lunar month, Wuhan film and television worker "Spider Monkey Bread" decided to film the daily life after "closing the city": the medical staff who rushed to the front line to fight, the boss who provided free accommodation for the medical staff, the old man who pushed his wife to see a doctor on foot in a wheelchair, the family members of patients waiting for medicine, and the takeaway brother who insisted on delivering food on a motorcycle … … The ordinary people in his lens are warm and strong.

　　In just a few days, "Spider Monkey Bread" became a online celebrity, with millions of fans. The comments all said, "Thank you for letting us see the beauty and kindness in human nature." "Thank you for letting us see the real Wuhan."

　　Dalian xiaohuo

　　Although temporarily closed, the city has not become an island. During the epidemic, countless stories of volunteers were born here. Among them, a young man from Dalian who experienced the trip of "Han Long" impressed everyone.

　　In February of this year, Jiang Wenqiang, a young man from Dalian, wanted to take the high-speed train to Changsha, but he took the wrong carriage and came to Wuhan. Because the passage from Han was closed, he almost slept on the street and signed up as a volunteer in the First Hospital of Wuhan, and gradually overcame his inner fears and became the "Dalian" in the hospital.

　　At the end of March, Jiang Wenqiang returned to his hometown with the Liaoning medical team that finished the task. Later, an epidemic broke out in Dalian, and he volunteered again, wearing protective clothing and becoming a volunteer. At the end of 2020, he concluded: "Volunteers are the identities that I will cherish all my life. Volunteer service is what I have to do all my life! "

　　Zhong Meimei

　　During the national fight against the epidemic, people were forced to be isolated at home, learn to make milk tea and steamed cakes with short videos, and order snail powder with live broadcasts. The video deeply intervened and changed everyone’s lives. Zhong Meimei, a 13-year-old boy, vividly imitated the teacher’s class and brought happiness to those days.

　　God’s imitation and golden sentences made this "drama student" popular overnight, and he was crowded into his bedroom by onlookers, discussions, and many shots. A company directly gave him a signing invitation of one million. Finally, he and his family chose to refuse.

　　At a recent event, Zhong Meimei said, "I am very lucky to be born in this era, so that everyone can see my performance and like me. This is the change of this era, and the surprise brought by the change. " He also said that he plans to be an actor in the future, and the most important thing is to finish college, because he doesn’t want to be an actor without cultural literacy.

　　Ding Zhen

　　Also because the short video burst into red and was watched by countless people, there was a Tibetan boy Ding Zhen.

　　In the fear of netizens, this "sweet wild boy" will be contested by entertainment companies and make his debut in the draft. However, the local government beat him to it and signed him as an employee of Litang County Wenlv Investment and Development Co., Ltd. After that, Ding Zhen opened a Weibo, filmed a video and attended a promotion meeting, which quickly became a part of local cultural tourism promotion. It is the cultural tourism institutions in Sichuan, Tibet and even all over the country that compete for him.

　　Ding really became popular by accident, but behind this, people saw the efforts made by Litang County for poverty alleviation over the years. In the past, Litang had a high altitude and poor conditions. Now, Litang has withdrawn from the poverty-stricken county sequence and is ready to welcome tourists from all over the world.

　　In this series, everyone remembered Ding Zhen’s clear eyes and bright smile, the snowy plateau behind him and "Pony always runs first", and even remembered the name of Litang County. Originally, online celebrity can also have this way of opening.

　　He jiaolong

　　After Ding Zhen successfully brought goods for Litang, He Jiaolong, deputy head of Zhaosu County, Yili Kazakh Autonomous Prefecture, Xinjiang, was also angry. In a video, she wears a red cloak to ride a horse in the snow field, and speaks for local tourism projects, which is heroic and cool.

　　In 2020, live broadcast with goods became the key word of consumption, and people found that more and more grassroots cadres also joined the ranks of anchors with goods. In fact, long before the video became popular, He Jiaolong began to appear for the live broadcast of local agricultural and sideline products, with sales exceeding 10 million yuan and reward income exceeding 1 million yuan, all of which were used for public welfare and charity.

　　He Jiaolong said that he didn’t want to be a online celebrity. He only hoped that more people could get to know the beautiful Zhaosu through video, so that Zhaosu County could become the national "online celebrity" punching place and help the local agriculture and tourism development.

　　Zhang guimei

　　If we say that live broadcast with goods is to change the rural landscape through consumption, then the Huaping Girls’ High School where President Zhang Guimei is located is to change the fate of girls in poor mountainous areas with knowledge.

　　Zhang Guimei, 63, has been committed to the education in the poor mountainous areas of western Yunnan for decades. She founded the first all-free high school for girls in China. In order to get girls into the school, she worked door to door. In order to urge them to get good grades in the exam, she only slept for a few hours every day because of various diseases … … In the past 12 years, more than 1,800 girls who might have dropped out of school have gone out of Dashan and Yuanmeng University.

　　When asked "where is the value of this life", Zhang Guimei said: "Anyway, I saved a generation. No matter how much or how little, it is enough for them to live better than me and be happier than me. This is my greatest comfort. "

　　"I was born to be a mountain rather than a stream. I want to look down on the mediocre ravine at the top of the peaks. I was born an outstanding person, not a dirt. I stand on the shoulders of great men and despise humble cowards. " This oath, whenever read, makes people respect.

　　In 2020, there are still some people who will become online celebrity. They are not famous for their talent or beauty. Maybe you can’t remember their names, but they must have been moved and applauded by these pictures:

　　In Wenzhou, Zhejiang Province, a couple of farmers danced their own "shuffle dance" in the field, and their smiles were very infectious. It turned out that Fan Deduo had suffered from depression due to a car accident, and his wife Peng Xiaoying took him to dance together, gradually getting out of the haze and finding happiness.

　　In Lianyungang, Jiangsu Province, a traffic policeman saw the children crossing the road. After gesturing to the owner, he ran to the children with a big smile and escorted the children across the road. During this period, he bent down and opened his arms to protect the children.

　　In Zhengzhou, Henan Province, a man slipped and fell into the Yellow River. At the critical moment, another man successfully intercepted the drowning man with a paddle. It turned out that the rescuer was a professional kayaker who retired five years ago due to injury. The whole rescue took only 27 seconds.

　　In Binzhou, Shandong Province, a drunken man attacked pedestrians on the road with a knife and cut a girl’s neck. I saw a veteran rushing out with a long stick, quickly knocking out the knife in the man’s hand, and the neighbor with injured hand pulled an electric car to subdue the gangster.

　　In Dalian, Liaoning Province, a blue delivery man tripped over the steel wire towed by the tanker and fell into a coma after hitting the pier. The yellow delivery man in the rear rushed into the sea of fire and dragged him out. He said that even if he was burned, he must save people, otherwise he would be very sorry in his life.

　　In 2020, there are many stories of these ordinary people becoming popular. They help to clarify misunderstandings and correct stereotypes, bring happiness and warmth in times of anxiety, and stand up bravely in times of crisis. Even, they just show their real daily life in the most grounded way, which is worth standing in the center of the stage.

　　Many years later, maybe someone will carefully write down the year of 2020, which will be a colorful page. While experiencing one magical story after another, we also see that there are many ordinary lights.

　　Ordinary people can be online celebrity, ordinary people can become heroes, traffic can change their hometown and be used in a wider place, and the silent efforts on weekdays converge into the power to achieve a better life; In the predicament, countless small goodwill gathered together, which can let more people see hope.

　　These seemingly atypical online celebrity will become a unique footnote in 2020. So they might as well come more! (End)

Editor’s lead: Nowadays, many people will look for evaluation stickers on various platforms before buying goods. With Xiaohongshu as the representative, there are many bloggers in Xiaohongshu, ranging from stars to amateurs. They often post on it to help people grow grass or pull weeds. Among many products, how does Little Red Book occupy a favorable market and attract many loyal users? The author of this paper analyzes the user operation strategy of Xiaohongshu. Let’s take a look.

1.1.1 field

Xiaohongshu is a social e-commerce platform that provides sharing, communication and purchase channels for young Internet users who like shopping and love life. Users can discover good things all over the world through the platform, browse the product strategies summarized by various experts, share their own experience on the use of products, and also complete online shopping in the e-commerce platform.

Xiaohongshu was founded on June 6, 2013, with the asymmetric shopping information of Haitao as the breakthrough point. Since there were no products with similar positioning in the market at the time of its establishment, Xiaohongshu became a dark horse at the beginning of its establishment, and the number of users has exceeded 15 million in just one year. By December 2020, the cumulative download volume of Xiaohongshu has exceeded 5.3 billion, and the number of users has exceeded 300 million.

1.1.2 product positioning

At the beginning of its establishment, Xiaohongshu was positioned as a tool-based product, mainly aiming at the basic shopping guide of overseas markets. Later, through deep cultivation of UGC shopping sharing community, it continued to integrate content community and e-commerce module, and developed into the world’s largest consumer word-of-mouth library and community e-commerce platform.

At present, Xiaohongshu officially defines Xiaohongshu APP as a lifestyle platform for young people. With "UGC Content Community" as the core, users can record their life, share their lifestyles and form interactions based on their interests through short videos, pictures and texts. They can also purchase high-quality goods from all over the world through the welfare agency with one click. It is an online shopping note sharing community and a platform for self-operated bonded warehouses.

1.2.1 Target users

1) User characteristics

From the user portrait data of iResearch, it can be seen that the proportion of female users of Xiaohongshu is close to 80%, and the number of male users is only 20%, which shows that the target users of Xiaohongshu are mainly women, and the community sharing and e-commerce model is more in line with the shopping habits and user characteristics of female users.

Judging from the age distribution of users, the main users of Xiaohongshu are young people under the age of 30, and users aged 31-35 also account for a certain proportion.

From the geographical distribution, the users of Xiaohongshu are mainly concentrated in the coastal areas with highly developed economy. Users in this area generally have high living standards, strong consumption power, pursue quality of life, and have certain demand for overseas shopping.

2) user portrait

User portraits can be roughly divided into the following categories:

• Student groups: high school students and college students, born after 1995, are highly active, have enough time, pursue trends and fashions, are easily attracted by new things, and are willing to share and show their lives;
• Workplace groups: white-collar workers and office workers, in first-tier cities such as Beishangguang, pursue quality of life, like to share their living conditions, like overseas shopping of beauty products, refer to KOL’s notes before shopping, and are willing to share their experiences after buying;
• Online celebrity stars: KOL and stars in the vertical field, with certain social influence, spontaneously share beauty products or toiletries that grow grass every day through videos or notes, or cooperate with beauty brands to promote and gain income;
• Merchants’ shops: shop operators such as youth hotels, online celebrity restaurants, cafes and bars, aged between 20 and 35, pursue fashion and hot spots, and are good at using the Internet for publicity and packaging.

1.2.2 Demand Scenario

• Plenty of time, daily wandering, watching videos, notes, browsing the welfare club mall or other official flagship stores, watching the trend, killing time;
• Purposeful browsing, planning to buy products, experience services or learning skills, reading and learning KOL’s notes and experiences;
• Willing to share life, want to share new products purchased or new services experienced with social media, get appreciation and attention, and answer other users’ questions;
• Want to buy genuine overseas products, but lack the time or ability to do overseas shopping, and intend to buy welfare agency products or other overseas flagship store products;
• When preparing for cross-border/Hong Kong, Macao and Taiwan tourism shopping, check the selected shopping notes of the destination, find the favorite overseas goods and form a list.

1.2.3 Core functions

The slogan "Mark My Life" of Xiaohongshu defines that the core function of the platform is the dissemination of tag notes-that is, the output of content culture. Users can record their life, share their lifestyles and form interactions based on their interests through short videos, pictures and texts.

E-commerce models such as welfare agencies and limited-time purchases are the closed loop to complete the business model, allowing users to have a better experience.

Main functional structure:

Main business logic:

The main business logic is divided into two sections: e-commerce mode and social mode, and other functions serve these two sections.

Social mode refers to that core users (content producers) publish notes and share consumption experience, while ordinary users recommend notes according to the algorithm set by the system according to behavior records, and at the same time, they can browse, like and collect notes, and after paying attention, both parties can have social interaction by private letter; E-commerce mode refers to that users browse their notes, plant grass for goods, make purchases through welfare agencies or other means, continue to publish notes after use, and conduct more "online sharing", thus forming a closed loop in business.

• Time perspective: Xiaohongshu was established in 2013, and APP was launched at the end of 2013. It has been in operation for 7 years.
• User’s perspective: the number of user downloads began to exceed 100 million in November 2017, and then the number of user downloads increased by nearly four times. Up to now, it has accumulated more than 5.9 billion times and the number of users has exceeded 300 million;
• Product perspective: The latest version of Little Red Book is 6.81.1, which has been updated 4 times in the last 30 days and once in the last 7 days. Through continuous version iteration, the basic functions and core functions of the product are complete, and the platform is mainly based on content sharing. The content topics have covered various life fields such as fashion, skin care, make-up, food, travel, film and television, and the content range is getting wider and wider;
• Operational perspective: the core business of Xiaohongshu is UGC content operation, which realizes the closed loop of user behavior through user operation and e-commerce operation;
• Business perspective: profitable operation, constantly seeking ways to integrate with e-commerce, and has completed the D round of investment led by Alibaba.

Conclusion: Judging from the above, Xiaohongshu APP is in a mature stage.

According to the life cycle judgment of Xiaohongshu, the next report will focus on the analysis of household operation strategies in the initial stage, mature stage and mature stage.

In 2013, with the rapid development of mobile Internet and the large-scale use of smart phones, cross-border travel became a popular choice for travel, and consumers began to pay attention to the purchase of overseas goods. At the intersection of several trends, Xiaohongshu was established in Shanghai to meet the needs of users for cross-border shopping.

At that time, cross-border e-commerce was still in the blue ocean market. Xiaohongshu accurately captured the target users and user needs, focused on overseas shopping to share this blank market, accurately captured the pain points of people shopping overseas, and targeted women in first-tier cities who tended to shop in overseas markets, and gained the first batch of users.

4.1.1 Acquiring users

In October, 2013, the little red book shopping strategy based on PGC came into being. slogan is a basic shopping guide for entry-level users, covering 8 countries and several popular tourist destinations, including the United States, Japan and South Korea.

Users can download and read offline on the PC or iOS platform, and they have been downloaded 500,000 times in less than one month, which successfully attracted a group of young women with overseas shopping habits, which also proved the user’s demand for overseas shopping and accumulated the first batch of original users for Xiaohongshu APP.

4.1.2 Activate users

1) The "shopping guide" is transformed into a "sharing community", and high-quality UGC content enhances the social attributes of Xiaohongshu.

Considering that it is difficult for guide products to interact with users and become sticky, Xiaohongshu team launched APP V1.0 "Hong Kong Shopping Raiders APP" at the end of 2013.

By inviting experts from all fields and community promotion, women with overseas shopping habits are encouraged to share their shopping experiences on Xiaohongshu. By producing high-quality content through UGC, Xiaohongshu has accumulated a large number of middle-and high-income female users, and its stickiness has made a qualitative leap. More and more users are willing to exchange shopping experiences and have completed the acquisition and activation of early seed users.

In several version iterations, Xiaohongshu has continuously strengthened social functions and content publishing tools, effectively improving users’ participation and activity.

On the basis of high-quality content community, Xiaohongshu was upgraded from content community to "content+e-commerce" in October 2014, and the "welfare society" module was launched, and the business closed loop was finally formed. Xiaohongshu clarified the user’s needs and product development direction, and became a one-stop platform for e-commerce in women’s overseas shopping communities, from content planting to shopping mall ordering. slogan was changed to "find good things abroad".

2) The first global awards event, in which millions of users voted for good things from all over the world.

At the end of 2014, Xiaohongshu held the first global prize-winning activity. Within 20 days, 1.87 million people voted, which was very popular. The products and shops it launched once became the vane of outbound shopping.

This activity was all voted by users, attracting more people to participate in it through the most popular H5 method at present, and finally forming fashion list, makeup list, furniture list and other lists. The discussion heat of users in Xiaohongshu increased significantly, which brought high popularity and activity to Xiaohongshu, and also gained a number of new users for Xiaohongshu. Since then, global awards have been held for three consecutive years in 2015 and 2016, further expanding its influence.

For a product that has passed the initial stage, the core goal is to gain rapid user growth. Xiaohongshu has verified the user demand in the initial stage, and then began to attract more and more users through the update of product functions and the holding of creative activities, and quickly occupied the market, while slogan was changed to "a good thing in the world".

4.2.1 Get Users & Activate Users

1) "Fresh Meat Marketing for Anniversary Celebration" to gain new users-Fresh Meat Video, Fresh Meat Express and School Grass Express.

In the early stage of the 2015 anniversary, Xiaohongshu began to put on video advertisements for publicity. The content of the video was that a topless foreign male model showed Xiaohongshu’s slogan "Finding good things abroad" through the scene.

On the anniversary day, Xiaohongshu hired a group of foreign male models in SOHO, Shanghai, naked as customers to deliver the courier, and provided the "princess hug" benefits, which made the female users on the scene once boiling and accurately reached the target users. This activity brought 3 million new users and 50 million yuan in sales for Xiaohongshu. From the data point of view, the daily activities and new additions have doubled, which has successfully played a role in pulling new ones.

In September 2015, Xiaohongshu held a marketing campaign of "School Grass Express" in 12 universities in five cities across the country while the iron was hot, which once again set off a wave in the circle of female college students.

In the end, the "School Grass Express" event ended with 52.977 million exposures and 47,000 discussions, which successfully improved the overall popularity in the post-90 s circle. During the whole anniversary, Xiaohongshu APP ranked fourth in the total list of Apple App Stores, with 15 million users.

2) "Star Girl" Jelly Lin and other female stars and KOL settled in Xiaohongshu.

In April 2017, Little Red Book invited Jelly Lin, a "star girl", to officially settle in Little Red Book. Later, female stars such as Nana Ou-yang and Stephy and vertical KOL successively settled in Little Red Book.

First of all, the star itself has its own traffic. By entering the activity, it can increase the number of users and improve user retention; Secondly, the publication of life notes by stars will enable fans to see the daily life of the stars and narrow the distance between fans and stars. At the same time, the stars bring their own elements such as fashion, fashion and wearing, which can arouse the topic and effectively enhance the user’s activity. In addition, you can also use the fan effect of stars to promote some goods and improve profitability.

4.2.2 Retain users

1) Refined operation

At this stage, Xiaohongshu began to focus on the optimization of community functions, the page was revised many times, the product was iterated many times, and the recommendation algorithm was updated.

Based on the machine algorithm, Xiaohongshu will make personalized recommendations according to users’ interests and user portraits, and successfully achieve "content finding", which shows that Xiaohongshu team attaches great importance to users’ experiences and needs, and keeps more users with no clear browsing purpose through refined operation, which improves daily activity and user usage time.

In order to ensure users’ long-term retention, Xiaohongshu encourages users to publish, share, like, collect and comment, and sets up a ten-level user growth system. Each level corresponds to the task requirements of corresponding social attributes, and the completion of these tasks will grow to the next level, thus encouraging users to use little red books more.

In the process of upgrading and cracking down on monsters, users with creative ability are unconsciously encouraged to become new UGC, and more high-quality content is produced and spread on the platform, forming a positive circular incentive.

4.2.3 Transforming users

1) Red Friday

In November 2015, Xiaohongshu transplanted the "Black Friday" activity to China and launched the "Red Friday" promotion activity, which covered more than ten categories such as skin care and makeup. Selected overseas goods are less than 50% off, and all overseas direct mail goods are free of freight.

The gameplay is novel and the scene is strong, which paves the way for holiday promotion. Users can see the "Red Five" sign everywhere in the APP, and click to browse and buy their favorite products, which increases the daily activity of users and is also an important means to realize profit.

2) Three days and three nights between Hugh and Little Red Book.

In April, 2016, Xiaohongshu invited Hugh and planned the "Three Days and Three Nights between Hugh and Xiaohongshu" activity. Accurate artist matching+advertisement recording close to life, as well as the pre-heating of Weibo before going online, successfully created a wave of big topics on Weibo, which raised the popularity of Xiaohongshu to a higher level, and the new growth rate of users reached 100%.

This cooperation with Hugh once again accurately captured the female users of Little Red Book, and the label # Hugh Endorsed Little Red Book # created by fans on Weibo, which received more than 7 million readings.

At the same time, Xiaohongshu planned the promotion of the category of "Hugh Advertising with the same paragraph" of Welfare Society, and launched the activity of "Buy enough 699 to get the potato captain doll with the same paragraph in Hugh". The whole activity released the topic of quantity, guided the participation and dissemination of households, improved the activity of users and increased the sales of the mall, allowing users to experience all the charm of Little Red Book in a closed loop.

Through the operation in the growing period, Xiaohongshu has already had a large number of users and a relatively stable position, and established a brand image. The tonality of users has declined, and slogan has changed to "mark my life". At this stage, Xiaohongshu pays more attention to the operation of content communities, conducts thematic planning, and is guided by user activity, retention rate, commercial realization and user communication.

4.3.1 Activate users & keep users.

• Idol Trainee & Creation 101

In January and April of 2018, with the expansion of the fan economy, Xiaohongshu sponsored two phenomenal variety shows, namely "Idol Trainee" and "Creation 101". The two top variety shows brought super high exposure to Xiaohongshu, and Xiaohongshu users entered the spurt growth stage.

In addition to oral broadcast, insertion and logo, Xiaohongshu also invited trainees to come to Xiaohongshu to release notes and open a voting channel in the APP. From the data point of view, the diversion effect of the program broadcast for three consecutive months is extremely obvious.

The audience of the two variety shows are actually potential users of Xiaohongshu, especially women. They are keen on star hotspots and fashion trends. Xiaohongshu successfully acquired these potential users through the precise variety show. These users are of high quality and high activity. They posted articles on Xiaohongshu to share their love beans and spit out the competition system, which improved the overall activity.

At the same time, posting and sharing in voting rules can increase the number of votes, which actually improves the activity and retention rate of users.

After the end of the activity, the trainees continued to use Xiaohongshu to record their lives and publish their daily lives, which continued to attract fans. Fans would like to praise and comment on the trainees’ notes and buy the goods planted by the trainees, which improved the activity and retention rate of Xiaohongshu.

4.3.2 User Transformation & User Communication

1) Differentiated e-commerce live broadcast

With the popularity of Taobao’s e-commerce live broadcast, Li Jiaqi, Viya and other anchors constantly set a record for the transaction amount, and Xiaohongshu also started to conduct e-commerce live broadcast, trying to get the latest traffic bonus of the platform on the live broadcast track.

In 2019, Xiaohongshu tested the e-commerce live broadcast, and the enterprise model student "Perfect Diary" made a new product debut in Xiaohongshu live broadcast. The new products were quickly snapped up, and the powder rose by 100,000 people one week after the live broadcast. In April 2020, the live broadcast was officially launched and began to be open to all creators in the platform.

The next day, Xiaohongshu announced the 3 billion traffic and targeted support plan on the second creator’s open day, hoping to normalize the live broadcast. Xiaohongshu, which has always emphasized style and quality, also pursues a differentiated live broadcast form. The live broadcast is based on the core advantage content notes, mainly sharing and chatting, and the atmosphere with goods is more inclined to emotional attributes.

On the one hand, it improves the user’s activity and conversion rate through live broadcast, realizing the realization of the platform, and on the other hand, it also realizes the retention of outstanding creators by realizing the realization.

2) "Creator 123 Plan"&"Campus Big Player"

In the past two years, Xiaohongshu has launched activities such as "Creator Open Day", "Creator 123 Plan" and "Campus Big Player" to carry out the "Million Creator Support Plan" for creators who love to share their lives, aiming to help content creators improve the quality of notes and productivity, hoping to cultivate and retain excellent content producers through various incentives, so that creators and content can release greater influence, precipitate private domain traffic for creators, and provide diversified commercialization roads.

At the same time, attract more users to join the little red book to complete the purpose of word-of-mouth communication.

After the above analysis, we analyze the advantages and disadvantages of Xiaohongshu from three aspects: content operation, activity operation and household operation.

In terms of content operation, high-quality UGC content dissemination and community communication are the key points of Xiaohongshu’s success.

At present, Xiaohongshu has tens of thousands of notes in various hot topics such as fashion, skin care, travel, fitness, food, film and television, etc. The note list page made by high-quality creators gives people the most direct beauty enjoyment through exquisite filters and designed photos or small videos.

Xiaohongshu guides topics according to hot spots and user preferences, and encourages users to discover new content. Users can browse and share their life experiences on Xiaohongshu, and at the same time, they can complete a one-stop shopping experience from planting grass to placing orders.

On the other hand, the presence of more and more stars and KOL makes all kinds of commercial implants and soft articles appear in Little Red Books. The original intention of content creators to publish notes is no longer good recommendation, but commercial promotion, so users gradually become cautious about notes and have some doubts about the authenticity of the content.

For ordinary content creators, many people are also worried that the massive admission of star KOL will change the positioning of "Little Red Book" in a subtle way, and the style will gradually become the trend of "showing off wealth", so creators and staff of Little Red Book need stricter control and more accurate algorithms in content review.

Xiaohongshu’s achievements are largely due to the creativity of the event. At present, Xiaohongshu has established two festivals of its own label-"6.6 Anniversary Celebration" and "Red Friday". In addition, the platform often combines hot spots or self-made hot spots to carry out creative activities marketing, such as fresh meat express and linkage draft variety show.

Both online and offline activities have been well received, and the daily activity and new registrations during the activities are more eye-catching. In the next step, Xiaohongshu will launch cross-border cooperation with tourism, and also look forward to the next explosion point created by Xiaohongshu.

In terms of user operation, the users of Xiaohongshu are mainly divided into two categories: content producers and ordinary users.

For ordinary users, Xiaohongshu has established a user growth rating system, encouraging users to share life fun, publish notes, and communicate socially in the platform to become creators and produce high-quality content, thus forming a virtuous circle;

For content producers, the creator training system of the platform allows users to continuously produce high-quality content, and at the same time, it brings huge traffic and hot spots to the platform, and then users can cooperate with brands to realize traffic realization, thus ensuring the operation of the platform.

Despite this, Xiaohongshu is still under pressure in user conversion, and creative activities can often bring short-term profits to the platform, but once the popularity passes, the sales volume of the platform will return to the previous level.

Although Xiaohongshu’s "community+e-commerce" model realizes the closed-loop of user behavior, its commercial realization is not satisfactory, and its popularity and reputation do not seem to match the market share. In the end, it is because users have not changed the shopping mode of "planting grass on Xiaohongshu and pulling grass on other platforms", especially the "fake goods" that broke out in recent years have had a certain impact on Xiaohongshu’s reputation.

At the same time, with the increasing number of competitors on the social e-commerce track in recent years, the market expansion space is limited, and many APPs with overlapping functions are gradually launched, such as Tik Tok and Aauto Quicker, which focus on short video socializing, Netease Koala Shopping, a community-based shopping app integrating sharing and shopping, etc. Their rise has caused a large-scale shift in users’ attention, which will make Xiaohongshu lose a group of users to a certain extent. How to complete traffic construction and user maintenance in the industry with many giants will be the focus of Xiaohongshu’s consideration.

Judging from the data in October 2020, Xiaohongshu ranked first in the dating APP section of iResearch data community, and the number of independent devices is still rising, which is in the leading position in the industry.

Little Red Book has gradually developed into a comprehensive platform of community+e-commerce from the initial PDF travel shopping strategy, with the number of users exceeding 300 million. The content of this "book" of Little Red Book has become richer and richer, and more and more users have written it.

As the first batch of community+e-commerce products, Xiaohongshu identified the target users at the beginning of the product, fully met the needs of users, and successfully realized the integration of two seemingly weak modules through marketing activities, realizing the logical self-consistency of the product and the closed loop of user behavior within the product.

• The e-commerce industry is already in the Red Sea competition, and users don’t seem to buy the e-commerce platform of Xiaohongshu, and there is still much room for improvement in traffic liquidity;
• Faced with the same type of content community or social e-commerce APP that is rising, how can Xiaohongshu maintain its position and maintain its relationship with users?

6.2.1 Strengthen the connection between content and e-commerce, and constantly explore the integration of content community and e-commerce platform.

Realize the intercommunication between seller’s comments and notes, place the product link at the appropriate place on the note page, or attach the sharing notes of star KOL to the product page to enhance the user’s impression and trust; Invite the official flagship store to settle in and improve the variety of goods.

On the basis of the original REDelivery international logistics system, a mature supply chain system and a perfect management system are established to support its e-commerce platform and ensure the authenticity of goods; At the same time, establish a supervision and audit mechanism, conduct regular spot checks, remove inferior products in time, and do a good job in after-sales service.

6.2.2 In terms of user maintenance, we should adhere to the tonality of the product itself and ensure the high quality of the core content.

Increase the reward function of high-quality content, give more direct ways to prove creative ability and get more economic encouragement for high-quality content; Establish a hot list of little red books similar to Weibo Hot Search and Zhihu Hot List, inform users of current trends, improve users’ immersion time, and thus increase users’ stickiness.

New user incentive mechanisms, such as daily sign-in reward, watching live broadcast time reward, shopping reward, sharing reward, etc., will enable users to get incentives not only from spiritual and emotional aspects, but also from material benefits, and these rewards can be used for cash deduction in e-commerce sectors such as welfare agencies, thus forming a cycle.

Xiaohongshu has developed from an unknown APP to a national-level software in just six years. Behind this is the creation and efforts of the founding team. "Three points rely on innovation and seven points rely on hard work." In the future, Xiaohongshu will provide more interesting community games to meet more needs of users, and expect Xiaohongshu to write his own wonderful.

　

This article was originally published by @ 京京京京京京京京京京京京京京京京 is a product manager. Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.

　　As the "explosion" of the new format of the digital economy, in the past year or so, live broadcast has been in the limelight. Both professional anchors, stars, bloggers and amateurs have entered the live broadcast room one after another. From selling lipstick to selling houses, the anchors are all eloquent: "delicious", "beautiful" and "buy it" … … More and more consumers have also adapted to live shopping. According to the data released by China Internet Network Information Center, as of December 2020, the number of live e-commerce users in China has reached 388 million, ranking first among all live webcasts, and 66.2% of live e-commerce users have purchased live products.

　　While the live broadcast of goods is booming, some live broadcast rooms also gather many consumption traps such as counterfeiting, exaggeration, improper goods and poor after-sales service. How long can the live broadcast be "fragrant"? Can we return to rationality from barbaric growth in 2021?

　　It’s annoying to watch the excitement

　　Today, watching live shopping is a common thing. Open Taobao, JD.COM, Suning, Mushroom Street and other online shopping platforms at any time, and you can hear the call of "friends" and "babies" from the anchors. Every few minutes, there are airborne red envelope gift certificates. Often, consumers have not had time to understand whether they really need it, and they are already hot-headed. "Order, buy!" However, when the courier arrives, the products that many people buy are far from what the anchor said.

　　Liu Jing, who works for a media company in Daxing District, Beijing, recently stepped on a live broadcast pit with goods. She listened to the neck pillow recommended by a platform anchor to relieve neck and shoulder pain, so she took the idea of giving it a try and spent more than 500 yuan to place an order. Unfortunately, after she got it, she found that this pillow was shoddy and completely different from what the anchor said. I wanted to return it, but I found that I couldn’t even find the live broadcast platform. Liujing said: "I thought it was worth more, but it was cut ‘ Leek ’ I think that the complaints from relevant departments can’t produce evidence. "

　　Zhu Jianqiao, secretary-general of China Consumers Association, analyzed the main reasons why it is difficult to protect rights with live broadcast. He said that the main body of live broadcast with goods involved in sales is diverse, and the responsibility is unclear, which makes consumers not know who to look for when defending their rights. Consumers bought it by watching the live broadcast. As a result, the anchor may say that you are trading with Taobao and JD.COM, and it has nothing to do with me; Looking for the seller of the flagship store, he may say, you are drained through the live broadcast room; Looking for a platform, he may say, I just provide the venue, and you have to find the anchor.

　　The problems of live broadcast with goods include old problems such as poor quality, false propaganda, and inadequate after-sales, as well as new problems such as fraud by public figures with goods, traffic fraud, and false reports. Brushing the bill and brushing the flow is one of the worse behaviors. Industry insiders told reporters that although the shopping platforms such as Tmall and JD.COM are increasingly cracking down on swiping bills, it is not difficult to find traffic dealers on the Internet, and even you can find sellers by directly entering keywords such as "pink" and "live traffic" on some websites. On the quotation sheet of an online shop, the annual price of machine brushing package ranges from 1000 yuan to 5,000 yuan, while the manual account is more expensive, and it also corresponds to the number of different viewers, likes and shares, sales volume with goods and the number of real people’s comments. Even for the sake of good-looking data, the data of different commodities in the same store, such as apples, are grafted onto bananas. These false data seem to maintain the "worth" of artists or online celebrity, but they seriously mislead consumers, and at the same time, they are just fleeting losses for businesses.

　　Innovating supervision and standardizing management

　　The current situation of concentrated consumer demands makes live broadcast with goods one of the 11 hot spots of consumer complaints in the Analysis of Complaints Accepted by National Consumers Association in 2020 issued by China Consumers Association. On March 15th this year’s International Consumer Rights Day, local consumer associations have also drawn their priorities according to local conditions. For example, the Consumer Protection Committee of Anhui Province specially reminded consumers in the No.1 consumption reminder in 2021 to try to buy goods in the official flagship store or the live broadcast room of well-known anchors. Don’t trust the propaganda made by merchants such as "special price", "clearance price" and "lowest price in the whole network", and keep relevant vouchers, and actively defend their rights when their rights are damaged.

　　Since the second half of 2020, from industry associations to regulatory authorities, a series of rules and regulations have been issued for live webcasting, especially for live webcasting. The intensity of policy release is rare over the years, precisely to promote the healthy development of live webcasting as soon as possible.

　　First of all, from the perspective of activating the consumer market, relevant functional departments give more confidence to webcasting with positive support and expectation. In July, 2020, 13 departments, including the National Development and Reform Commission and Ministry of Human Resources and Social Security, issued the Opinions on Supporting the Healthy Development of New Business Forms and Models, Activating the Consumer Market, and Promoting Employment Expansion, which clearly stated that it is necessary to cultivate new individuals, support independent employment, and support diversified independent employment and time-sharing employment such as webcasting. In the same month, among the new occupations jointly released by the Ministry of Human Resources and Social Security, the General Administration of Market Supervision and the National Bureau of Statistics, "Live Salesman" ranked among them, which means that "e-commerce anchor" and "online celebrity with goods" have obtained official certification as a new occupation.

　　In regulating the rules of online shopping behavior, the supervision mode of "internet plus" is constantly innovating. There are three main bodies of live delivery, namely, platform, anchor and merchant. Who should I look for in case of consumer disputes? In the "Guiding Opinions on Strengthening the Supervision of Webcast Marketing Activities" issued by the General Administration of Market Supervision in November 2020, the responsibilities and obligations of all parties involved in the process of live delivery were clarified, and at the same time, eight common illegal acts in live delivery, such as illegal product quality, illegal advertising and infringement of consumers’ legitimate rights and interests, were required to be investigated and dealt with according to law.

　　The fraud of live broadcast data was mainly rectified. In the "Regulations on the Management of Internet Live Marketing Information Content Service (Draft for Comment)" issued by the Network Information Office in November 2020, it is clearly required that operators and live marketers engaged in Internet live marketing information content services should publish goods or service information truthfully, accurately and comprehensively, and must not "fabricate or tamper with data traffic such as attention, page views, likes and transaction volume". For those who violate the above provisions and cause damage to others, clear penalties have been made for the corresponding degree of behavior.

　　Innovative regulatory measures are also adopted for the management of the network platform. The consultation draft of the Internet Office has increased the management responsibility of the e-commerce live broadcast platform. In the Notice on Strengthening the Management of Online Show Live Broadcasting and E-commerce Live Broadcasting issued by the State Administration of Radio, Film and Television, specific management rules are put forward on the registration, content, audit, anchor and reward of online live broadcasting and e-commerce live broadcasting. It is clearly required that the overall ratio of the number of first-line auditors of relevant platforms to the number of online live broadcast rooms shall not be less than 1: 50.

　　In 2021, whether the new format of live broadcast with goods can continue the prosperity depends on whether it can move from barbaric growth and quick money to legal and standardized operation. After all, only by legal compliance can we go far.

　　BEIJING, Jan. 13 (Xinhua)-The violent attack on Capitol Hill in the United States not only raised eyebrows in the international community, but also triggered an "earthquake" in American politics. In the chaos, Nancy Pelosi, the speaker of the US House of Representatives who was re-elected in early 2021, continued to "pursue Trump" and received much attention.

　　This 80-year-old female politician of the Democratic Party has made Trump "three axes" and "hard and hard". What role will she play in the new season of "The Storm of Capitol Hill"?

　　The office was broken into and the computer was lost in the riot … …

　　Pelosi made "Three Axes" hard on Trump.

　　On the 6th, the day of the riots in the US Congress, although Pelosi left the Capitol through the emergency passage like other members, her office was broken into by protesters.

　　The door of the office was violently knocked down, protesters proudly took photos on her desk, staff had to hide under the desk for hours, the mirror in the room was broken, a work computer was stolen, and the podium was removed and put into online auction … … Trump supporters seem to regard Pelosi as a "punching bag."

　　Nowadays, the violent riots have stopped and Biden is about to take office. For Democrats such as Pelosi, the time to "calculate the general ledger" with Trump has already begun. In order to completely end Trump’s political life, Pelosi offered three tricks!

　　The first move: send an ultimatum to Burns.

　　A few days ago, Pelosi said that the House of Representatives will introduce a resolution on the 11th, demanding that Burns "convene and launch the cabinet, and use the 25th Amendment of the Constitution to declare that the current president cannot exercise his functions and powers".

　　However, this appeal of the House of Representatives failed to be agreed by all members, and a Republican congressman voted against it. Therefore, the House of Representatives will discuss and vote on this on the 12th local time. As the Democratic Party controls the House of Representatives, this vote is expected to be passed.

　　Burns, on the other hand, has a day to consider whether to comply with the appeal of the House of Representatives.

　　It is widely believed that Burns will not take action to remove Trump’s presidency. Therefore, Pelosi has also prepared a second trick — — Congress impeached.

　　The second measure: advance the impeachment procedure.

　　On the 11th, the US House of Representatives formally proposed a resolution to impeach President Trump, accusing Trump of "inciting rebellion".

　　Pelosi and others said that if Burns is unwilling to remove Trump, the House of Representatives will vote on the impeachment resolution on the 13th EST.

　　Trump’s time in the White House is running out. Congress impeached him again at this time. Although he could not be driven out of the White House in advance, it was not meaningless. As a former president, Trump can still be impeached.

　　Once the impeachment is successful, in addition to leaving a stain on Trump’s political career, it may make him unable to run for public office again.

　　The third measure: stare at the nuclear button and launch a public opinion offensive.

　　In addition, Pelosi also launched a public opinion offensive and questioned Trump’s mental state several times.

　　In a letter to her Democratic colleagues, Pelosi specifically stated that she would "prevent an insane president from using nuclear weapons". She said: "This insane president is too dangerous. We must take all measures to protect the American people from his psychological imbalance attack on the United States and democracy."

　　On the 10th, in an interview, Pelosi added: "The people in charge of our government administration are crazy, insane and dangerous."

　　In fact, this is not the first time Pelosi has confronted Trump. From the investigation of "TongRumen" to the impeachment of "TongWumen"; From sticking Trump’s funds to build a border wall to tearing Trump’s congressional speech; It can be said that Pelosi is one of Trump’s strongest political opponents.

　　Her methods are ruthless and her style is tough. How was such an American politician tempered?

　　From housewives to the third person in American politics

　　How do senior women play "power games"?

　　According to the British Broadcasting Corporation (BBC), Pelosi, who officially entered American politics at the age of 47, completed the identity transformation from a housewife with five children to the first female speaker in the United States in 20 years. Among them, I have to mention her family background.

　　— — Born into a political family

　　Pelosi was born in Baltimore, Maryland, USA in 1940. She was the youngest of seven children. Different from many people, Pelosi’s family has a strong political color. Her father and a brother have both served as mayors, and her mother is also keen on political activities.

　　Perhaps influenced by the family atmosphere, Pelosi attended the Democratic Party Congress when she was 12 years old, and also chose political science when she went to college. In 1961, she also attended the inaugural ball of then US President John F. Kennedy.

　　However, after graduating from college, Pelosi did not go into politics directly, but chose to marry a banker and become a full-time wife.

　　— — Step into politics

　　In 1976, Pelosi began to dabble in politics. At that time, she used her personal connections to help California Governor Brown win the Maryland presidential primary. After that, she "took off" all the way in the state’s Democratic Party and took the top spot in the state’s party.

　　In addition, after moving to San Francisco with her husband, Pelosi also met Phillip Burton, a California Congressman, an "important person" in her political career.

　　It is reported that after Berton’s death, he passed on his position to his widow Sarah. Before Sarah died of cancer, she expressed the hope that Pelosi would take over the position.

　　At this time, Pelosi’s children went to college, and she also decided to concentrate on politics. As a result, she raised $1 million in seven weeks, held 100 family gatherings, and won a special election in 1987 to become a federal representative.

　　— — Reach the peak

　　With a keen political sense, Pelosi rose rapidly within the Democratic Party. In 2001, Pelosi ran for the minority supervisor of the House of Representatives (the second chair of the Democratic Party in the House of Representatives) and won by a narrow margin. A few months later, she was promoted to be the leader of the Democratic Party in the House of Representatives.

　　When the United States invaded Iraq in 2003, Pelosi was one of the most famous and public opponents at that time. This position paid off in 2006 — — Democrats won control of the House of Representatives for the first time in 12 years.

　　Therefore, Pelosi was elected as the Speaker of the House of Representatives by the Democratic Party in 2007, becoming the first woman in American history to hold this position.

　　According to reports, the Speaker of the House of Representatives is not only the power core of the US Congress, but also the second "heir" of the US President and the "third person" in American politics. In addition, the House of Representatives is also in charge of the "money bag" of the US government. No wonder some media said that Pelosi was the "most powerful woman" in Washington.

　　Became Speaker of the House of Representatives for four times.

　　How to play Pelosi’s new season play?

　　On January 3, 2021, local time, in the 117th Congress of the United States, Pelosi led the Democratic Party, won the House of Representatives election with a narrow majority of 216 votes to 209 votes, and was elected as the Speaker of the House of Representatives for the fourth time.

　　At this point, Pelosi, who is over eighty years old, has set another record — — Become the oldest speaker of the House of Representatives in American history.

　　It is worth noting that the BBC analysis said that in the next term, Pelosi will not sit back and relax, but is likely to encounter a huge political test.

　　In the next two years, how to help Biden’s government’s legislation pass smoothly in the House of Representatives is a top priority for Pelosi. However, in this House of Representatives election, Pelosi leads her opponent with only 7 votes, and her advantage is very weak. A little wavering will make Biden’s government’s efforts to implement policies difficult.

　　In addition, Pelosi also faces many challenges, such as being questioned by her age, severe epidemic situation, and bridging differences within the party.

　　"She has to find a way to turn her weak majority seat into sustained action," BBC reporter Seckel said.

　　What role will Pelosi, who looks like scenery, play in the new season of "The Storm of Capitol Hill" after the 2020 American election? (End)

Q:What are the nutrition and health problems of Shanghai residents?

A:It is not eating too much, but the dietary structure is unreasonable, mainly because there are less plant foods (cereals/vegetables/fruits) and more animal foods (livestock and poultry meat); The proportion of fat in diet is high, and the energy provided by fat is 38.0%, which exceeds the recommended upper limit of 30%.

First, the problem of overweight and obesity is prominent. As far as diet is concerned, the problem is unreasonable dietary structure (more animal food/less plant food, high fat ratio).

The overweight and obesity rate of Shanghai residents is 44.1%, which is close to the average level of cities in the national nutrition monitoring results from 2010 to 2013 (the overweight and obesity rate of big cities in China is 47.8%). Shanghai residents don’t eat too much. The energy intake of Shanghai residents is lower than that of 10 years ago, which may be related to the change of lifestyle, people no longer engaged in manual labor, and the decrease of energy demand, as well as the trend of energy intake of people found in international and our country’s nutrition monitoring.

There are many factors that cause obesity. As far as dietary factors are concerned, the main problem of Shanghai residents is the unreasonable dietary structure. The traditional Chinese diet mainly takes plant food (cereal is the staple food), which is rich in dietary fiber, which is beneficial to prevent chronic diseases. However, current monitoring shows that the intake of animal food in residents’ diet greatly exceeds the recommended level, while the intake of cereal has dropped significantly in the past 10 years, and the intake of vegetables and fruits is insufficient. Such a dietary structure contains less dietary fiber, which is not conducive to the prevention of chronic diseases. At the same time, the absorption rate of different foods in the human body is different. The current dietary structure may increase the absorption rate of food, which may lead to the increase in the overweight and obesity rate of residents.

On the other hand, the monitoring also found that the percentage of energy provided by residents’ fat was 38.0%, which was close to the average level of big cities (37.2%) in the national nutrition monitoring results from 2010 to 2013. In the recommendation of Dietary Guidelines for China Residents, the percentage of energy provided by dietary fat does not exceed 30%, which has now exceeded the upper limit by a lot. Animal foods, especially livestock and poultry meat, contain more saturated fat. The monitoring results show that the intake of livestock and poultry meat in Shanghai residents’ animal foods exceeds the recommended 61%.

Second, suggestions on unreasonable dietary structure: increase plant food, reduce animal food, and replace some livestock and poultry meat with aquatic products.

1. Increase the intake of plant foods such as cereals, vegetables and fruits.

In view of the dietary nutrition problems found by monitoring, it is suggested that residents gradually improve their dietary structure and increase the intake of plant foods such as coarse grains, vegetables and fruits. Usually, people’s food intake in a day is relatively stable. If the intake of plant food increases, the intake of animal food will decrease accordingly.

It is worth noting that in the past 10 years, the grain intake has dropped significantly. At present, the grain intake of residents is 189.6g, which only reaches 69% of the recommended intake (the recommended intake is 200-300g, compared with 275g/2200kcal). It is suggested that residents should increase the intake of cereals, and at the same time, they should match the thickness, and pay attention to increasing whole grains and miscellaneous beans, because cereals with high processing precision will cause high blood sugar response. Rice can be eaten with whole grains (brown rice), miscellaneous grains (oats, millet, buckwheat, corn, etc.) and miscellaneous beans (red beans, mung beans, kidney beans, flower beans, etc.).

2. Reduce animal food, you can choose aquatic products to replace some livestock and poultry meat.

At the same time, it advocates food diversification. In view of the problem of excessive intake of livestock and poultry meat by Shanghai residents, it is recommended that residents can choose aquatic products to replace some livestock and poultry meat. Livestock and poultry meat contains saturated fat, which is a risk factor for cardiovascular diseases and tumors. Aquatic products contain unsaturated fat, which is beneficial to health.

Finally, it is recommended to choose at least 12 different foods every day to prevent the risk of chronic diseases caused by possible nutritional deficiency or excess.

Third, the rising trend of overweight and obesity among students has not been curbed, and sugary drinks are widely consumed. Excessive drinking of sugary drinks is one of the risk factors of overweight and obesity, so it is suggested that students should be controlled to drink sugary drinks.

There are many factors that cause overweight and obesity, except the unreasonable dietary structure mentioned just now. In addition, there are differences between primary and secondary school students and adults. This monitoring found that it is common for primary and secondary school students to drink sugary drinks. 74.6% primary and middle school students drink sugary drinks more than once a week, and 36.5% primary and middle school students often drink them. It is more common for high school students to drink sugary drinks, and 62.5% of them often drink them. There are also a few students who drink sugary drinks every day. 20.9% of primary and secondary school students drink sugary drinks more than once a day, and the proportion of high school students is even higher. There are 41.5% of high school students who drink sugary drinks more than once a day.

The Dietary Guidelines for China Residents (2016 Edition) recommends that children and adolescents prefer boiled water to sugary drinks every day. Drinking sugary drinks does not produce satiety, resulting in excessive intake of sugar and energy. According to literature reports, excessive intake of sugary drinks can easily lead to various diseases such as obesity, diabetes, metabolic syndrome and blood lipid problems.

It is suggested that primary and secondary school students should be restricted from drinking sugary drinks, students should be encouraged not to drink sugary drinks, and extra sugar and energy intake should be reduced. Parents and school teachers should be aware of the influence of sugary drinks on children’s overweight and obesity. It is suggested that schools should encourage students not to bring sugary drinks into school, schools should not provide sugary drinks for sale, and widely carry out health knowledge propaganda on restricting sugary drinks in schools.

4. The intake of oil and salt in Shanghai has obviously decreased in recent 10 years, thanks to the measures to control oil and salt in Shanghai, but the current intake of oil and salt is still higher than the recommended level, and it is necessary to continue to strengthen intervention.

Our diet is mainly salty, and frying, frying and frying are common cooking methods. Excessive intake of cooking oil and salt in the diet is one of the important factors causing hyperlipidemia and hypertension. According to the monitoring results, the daily per capita intake of cooking oil and salt is 36.4g and 7.5g, respectively, which are 21% and 24% lower than the survey data 10 years ago, and 11% and 16% lower than the national average of big cities.

We compared the trend of oil and salt intake in Shanghai in recent 10 years, and found that it was obviously decreasing. At the same time, we also looked at the trend of oil and salt intake in urban areas of China in recent 10 years, but there was no obvious downward or upward trend, and it remained basically stable. This difference in trend should be attributed to the health education and intervention on oil and salt control led by the Shanghai Municipal Government in the past 10 years, such as the distribution of "salt control spoons" and "oil control pots" throughout the city in 2008 and 2009, so that the vast number of Shanghai residents can truly experience the quantitative concept of "eating less salt and putting less oil" and turn the traditional propaganda slogan into a reality for residents.

Residents’ intake of cooking oil and salt decreased obviously, thanks to various health education and intervention led by the Shanghai municipal government in the past 10 years, which is a good aspect. On the other hand, we should also see that the intake of oil and salt for eating at home is still higher than the recommended standard. The recommended daily intake of oil and salt is no more than 25 grams per day, and the current intake of cooking oil and salt for residents is still far from the recommended level. Measures to control oil and salt should continue to be strengthened.

5. At present, it is common for residents to eat out (61% residents eat out). In addition to traditional intervention in family cooking, institutions such as restaurants and canteens should be intervened in the future.

From the monitoring data, we also found that the current rate of residents eating out is 61%, which is much higher than the national rate of urban residents eating out of 42%. The people who eat out in Shanghai are mainly young people aged 15-44. People used to eat at home, but now they eat out more and more. We can also see from ourselves that prepackaged foods (that is, packaged food, such as cakes, bread, sausages, etc.) has become a new choice. The development of science and technology has made life more convenient, and the rise of new consumption methods such as take-away and online shopping has affected the traditional family cooking habits. These changes pose new challenges to traditional nutrition intervention strategies.

The monitoring also found that the sodium intake of Shanghai residents was 4927.2mg, which was nearly 1.5 times higher than the recommended level. Excessive intake of sodium is closely related to the increase of blood pressure and the occurrence of hypertension. At present, the sodium intake of residents through salt accounts for 3/5 of the total sodium intake. Besides salt, sodium comes from salty condiments (such as soy sauce, monosodium glutamate, etc.), semi-finished dishes, pickled products, snacks, etc. (common sweet preserves also contain a lot of sodium), and vegetables also contain a certain amount of sodium. In the past, we actively advocated reducing salt intake, which can reduce sodium intake. As mentioned just now, residents’ eating style has changed. More and more people eat out, and they choose more packaged foods. In order to control the intake of sodium, besides controlling the intake of salt, they also reasonably choose condiments, packaged foods and snacks containing sodium.

In the past, our intervention measures to control oil and salt covering the whole city have made great achievements, but the intake of oil and salt for residents to eat at home is still higher than the recommended level. For future intervention and publicity, we will continue to strengthen the implementation of intervention measures to control oil and salt. On the other hand, we will also keep pace with the times, not only to continue to publicize the knowledge of reasonable nutrition for residents, but also with the popularity of residents eating out. Centralized dining halls, restaurants, take-away service providers, and prepackaged foods enterprises will also be the key targets for nutrition promotion in the future, advocating the supply of catering and food with "reducing salt, limiting oil and reducing blood sugar", encouraging dining places to carry out nutrition propaganda, formulating easy-to-understand nutrition labels in prepackaged foods, and guiding residents to choose food reasonably.

In addition, it is recommended that everyone eat at home, adhere to the habit of cooking at home with less oil and salt, and at the same time, eating at home also promotes the emotional exchange and promotion of family members.

6. Insufficient calcium intake is common, and residents drink less milk every day. It is suggested that residents increase the frequency of drinking milk and increase the intake of soybeans and bean products.

Our traditional Chinese diet is mainly based on plant food, which is conducive to the prevention of chronic diseases, but it also has an obvious defect, lacking a good source of calcium. Milk is a good source of calcium, and Chinese diet does not contain milk. A good phenomenon found in this monitoring is that residents have the habit of drinking milk, 41.6% residents consume milk every day, and 71.4% students consume milk every day. However, 86.8% residents still have insufficient calcium intake. Milk supplements the calcium that is insufficient in daily diet. Calcium is an integral part of bones and teeth, and it is an important nutrient for physical growth and bone development. Calcium deficiency will affect normal growth and development and cause osteoporosis. The Dietary Guidelines for China Residents (2016 Edition) recommends that each person should take 800mg of calcium daily, and students in the growth stage need 1000-1200mg. Every 100ml of milk contains about 104mg of calcium. In addition to the calcium in daily diet, 300ml of milk is needed every day. At present, the monitoring results show that the daily milk intake is insufficient. The average daily milk intake of residents is 97ml, and that of primary and secondary school students is 150ml.

Encourage residents to increase the amount of milk they drink. If the single intake is small, they can increase the number of times they drink milk, improve the calcium intake level and ensure the normal demand of the body. People who are lactose intolerant can choose low lactose milk or yogurt. At the same time, soybeans or bean products are also a good source of calcium. The Dietary Guide for Residents in China recommends that they consume 25g soybeans or a considerable amount of bean products every day. At present, residents’ intake of soybeans and bean products is less than half of the recommended amount. It is suggested that residents increase their intake of soybeans or bean products.

　　China Southern Airlines: As the first flight company, China Southern Airlines dispatched the Airbus A380, which is known as the "Big Mac in the Air". It is the largest civil airliner in the world, with a length of 73 meters and a wingspan of 79 meters. The flight test of A380 can comprehensively test whether Daxing International Airport meets the guarantee requirements of 4F-class airport.

　　Xiamen Airlines: The United Nations painted Boeing 787-9 aircraft. Xiamen Airlines chose the only officially confirmed United Nations painted Boeing 787-9 aircraft in the world. As the "air image ambassador" of Xiamen Airlines to promote the sustainable development of the United Nations, the aircraft has successively launched themed flights such as "climate change" and "underwater creatures and terrestrial creatures", which is in line with the green construction characteristics of Daxing Airport. Photo courtesy/Xinhua News Agency

　　Air China: 747-8 Long-range Wide-body Airliner Air China has launched the Boeing 747-8 Long-range Wide-body Airliner, the main type of wide-body airliner. This model has carried out the verification test flight of the new runway of Chongqing Airport. The fuselage is 78.3 meters long and can carry 365 passengers.

　　At 9: 29 on May 13th, an Airbus A380 of China Southern Airlines landed smoothly on the west runway of Beijing Daxing International Airport. Subsequently, Airbus A350-900 of China Eastern Airlines, Boeing B747-8 of international airlines and Boeing B787-9 of Xiamen Airlines also landed on the runways of Beijing Daxing International Airport in the second, first and first runways. For this test flight, the four airlines involved did not dare to "neglect" and all took out their own housekeeping models.

　　Beijing Daxing International Airport began to verify the real aircraft, and the flight test of flight procedures officially kicked off, which marked that the focus of Beijing Daxing International Airport shifted from infrastructure construction to preparation for operation and navigation. The Beijing Youth Daily reporter was informed that China Southern Airlines will build a "dual hub" in Beijing and Guangzhou in the future, Air China will get a 10% share of Daxing Airport, Xiamen Airlines will transfer to Daxing Airport in March next year, and China Eastern Airlines will build a "four-in and four-out" flight wave & HELIP; … After the opening of Beijing Daxing International Airport, passengers will have a better flight experience.

　　site

　　The plane and crew passed the "test"

　　For Daxing Airport, the test flight is similar to "rushing for the exam", and the plane and crew are "examiners". The test of flight test content is a comprehensive test of airport air flight procedures and ground operation procedures. The "Regulations on the Management of Transport Airport Construction" clearly stipulates that flight test is one of the necessary conditions for issuing airport use permits.

　　On May 13th, four airlines, including China Southern Airlines, China Eastern Airlines, Air China and Xiamen Airlines, carried out verification flight tests on some flight procedures of Beijing Daxing International Airport.

　　At 9: 03, the A380 passenger plane of China Southern Airlines took off from the Capital Airport from south to north. Subsequently, the verified flights of China Eastern Airlines, Air China and Xiamen Airlines took off from the middle runway of the Capital Airport in turn and flew to Daxing Airport under the command of the terminal controller of North China Air Traffic Control Bureau.

　　"South 7777, Super, Daxing Tower welcomes you. Corrected sea pressure 1014, CAVOK, ground wind 200, 4 meters seconds, runway 35R, can land. " At 9: 29, China Southern Airlines A380 landed smoothly as instructed by the controller of Daxing Tower. Subsequently, the tower controller instructed him to slide to the designated place according to the predetermined route.

　　After that, the flights of China Eastern Airlines, Air China and Xiamen Airlines landed on the corresponding runways in turn to carry out ground support verification.

　　At 10: 57, four planes took off from Daxing Airport in turn. With the cooperation of the tower, approach, area controller and Tianjin Air Traffic Control Branch, the flight test verified the departure and arrival flight procedures of Daxing Airport. At 12: 36, the plane returned to the Capital Airport and landed. This verification flight test was successfully completed.

　　Daxing International Airport is the highest 4F-class airport in the classification of airport support level, and its runway length, wingspan and wheel track that can support take-off and landing aircraft rank first among all airports at present. Therefore, the test flight selected four representative large-scale dual-channel aircraft from four different airlines and covered four runways to carry out "stress test" in order to fully verify the operational support capability of Daxing Airport. Ensuring the safe operation of these aircraft means that Daxing International Airport can also successfully ensure the safe operation of all aircraft in the world today.

　　lineup

　　Unit with "experience value" of 70,000 hours

　　In view of this verification flight, China Eastern Airlines made a comprehensive evaluation of all aircraft types, and selected the newly introduced flagship A350-900 aircraft to participate in the verification test flight. In addition to the advanced flight control system, the cockpit of this aircraft is also equipped with dual HUD (Head-up Display), which can display the flight track information, navigation information and external flight scenes on the display screen, which improves the pilot’s perception of the environment and helps to complete multiple verification flight test subjects.

　　China Eastern Airlines selected a four-person test flight crew led by Airbus A350 pilot Wu Kun and A350 captain Hou Dandong. The four captains are all senior captains, with a total flight time of nearly 70,000 hours.

　　At the same time, China Southern Airlines also sent four senior captains and a co-pilot to form the main test flight crew, which was led by Wang Renjie, the operation director of China Southern Airlines. All four captains have rich flight experience, and have served as captains for more than 15 years, with an average flight time of more than 17,000 hours. The crew with such a "luxury" configuration can be called a "flying dream combination".

　　Air China has selected a senior captain with excellent technology and rich flight experience, who has participated in important flight support tasks many times, and has many experience in delivery test flight and "D inspection" test flight as the test flight crew. The test flight crew consists of three B747 pilots: Zhang Hengwen, Zhou Zaiming and Lian Xin. At the same time, Air China also arranged a backup unit for this test flight.

　　In this test flight, Xiamen Airlines sent four excellent pilot teams. Mao Jun, general manager of Xiamen Airlines Flight Corps, was the leader, and two senior 787 captain instructors, Xu Yuanzhi and Cheng Mengjiao, and an excellent co-pilot Yang Bo were in charge of the flight.

　　feeling

　　Some flights can save 20 minutes.

　　Zhang Mao, the captain in charge of the flight test crew of China Southern Airlines, told the Beijing Youth Daily reporter after the flight test: "The overall flight test process is stable and smooth, the route design is optimized and reasonable, and all navigation and support facilities are running smoothly, which fully meets the navigation conditions."

　　Zhang Mao said that Daxing Airport is located at the junction of Daxing in Beijing and Langfang in Hebei, and its geographical location and airspace structure determine its unique advantages: the flight time from Daxing Airport to the south-central and southwest directions is 10 to 20 minutes shorter than that of the Capital Airport. Similarly, the flight time for flights from Central South and Southwest China to Daxing Airport is also 10 to 20 minutes shorter than that of Capital Airport.

　　follow-up

　　North China air traffic control bureau makes a test flight report

　　The flight procedures are mainly designed by the air traffic control department, and the test flight is to verify the reliability and rationality of these new "sky roads". Daxing Airport has added 94 flight procedures, and North China Air Traffic Control Bureau is the "designer" of the flight procedures of Daxing Airport.

　　Yan Xiaodong, deputy director of the North China Air Traffic Control Bureau, said in an interview that the flight program design is not isolated, and a slight change may trigger a "butterfly effect". On the surface, Daxing Airport is only newly built, but there are 24 airports involved in adjusting flight programs in North China and 9 in East China, Central South, Northwest China and Northeast China. The Air Traffic Control Bureau of the Civil Aviation Administration is the "chief designer" of the whole flight program adjustment. Flight test is an important prerequisite for the approval of flight procedures and the acceptance of related industries, which is of great significance to the airport sailing.

　　The reporter of Beiqing Daily learned from the North China Air Traffic Control Bureau that the bureau will adjust the flight procedures and form a final flight procedure report according to the results of this verification flight. Only after the flight procedures are officially approved can Daxing Airport be successfully navigable.

　　node

　　A full-scale test flight will be conducted from August to September.

　　This test flight is the most important node task before the acceptance of Daxing International Airport. According to the plan, the test flight of Daxing International Airport will be divided into three stages: the basic test flight will be carried out on May 13th, mainly to test the general security of the airport; In August, a special flight test of low visibility will be carried out at the airport, aiming to make the low visibility operation capacity of Daxing International Airport reach the highest level in the world. A comprehensive test flight will be carried out from August to September to ensure that the air-ground coordination is smooth and efficient after the airport is put into operation.

　　The reporter of Beiqing Daily learned from the Civil Aviation Administration that the next low-visibility special test flight will also become the highlight of the test flight of Daxing International Airport. The test flight of Daxing International Airport in August will test the HURVR 75-meter technology, which represents the most advanced level of low-visibility take-off of aircraft in the world. At present, there is no airport in China that uses this technology.

　　At present, the three-character code and four-character code of Daxing International Airport have been approved by the International Air Transport Association (IATA) and the Air Traffic Control Bureau of the Civil Aviation Administration respectively. The Airport Operation Manual and its annexes have passed the preliminary examination of compliance. So far, more than 50 domestic and foreign airlines have expressed their willingness to enter Beijing Daxing International Airport, including more than 30 Hong Kong, Macao and Taiwan airlines and foreign airlines.

　　In addition, in order to better match the operation of China Southern Airlines A380, Daxing International Airport Terminal has set up six parking stands that match the huge size of A380, and each parking stand has specially designed docking covered bridges with different heights for A380′ s three doors, which can connect A380′ s lower left door, left second door and upper left door, so that passengers can board and leave the plane quickly in layers.

　　It can be said that the air route to Beijing is shortened, the ground taxiing time is reduced, and the passenger flight experience is improved. After China Southern Airlines enters Daxing International Airport, it will bring better flight experience to the passengers.

　　Prospect of stationing in

　　China Southern Airlines builds a "double hub" of Beiguang.

　　China Southern Airlines owns 40% of the time resources at Beijing Daxing International Airport, and will undertake 40% of the air passenger business of Beijing Daxing International Airport in the future. It is the main base airline with the largest share of time resources, the widest flight network coverage and the largest number of passengers carried by Beijing Daxing International Airport. According to the development plan, by 2025, China Southern Airlines is expected to put more than 200 aircraft into Beijing Daxing International Airport, with more than 900 daily take-off and landing flights.

　　At present, the preparatory work for the construction of China Southern Airlines project and the transition operation has entered the sprint stage, ensuring that it is completed and put into operation simultaneously with Daxing Airport.

　　The reporter of Beiqing Daily learned that the construction of China Southern Airlines in Daxing International Airport Base in Beijing includes five functional areas: maintenance facilities, single shift dormitory, aviation food facilities, operation and security housing and freight facilities, with a total of 6 plots and 36 single buildings. It has the largest hangar in Asia, the largest operation control center in Asia and the largest aviation food production base in Asia.

　　Among them, the No.1 hangar of the maintenance facility project has a span of 405 meters and a maintenance hall of 40 meters high, which can accommodate 2 Airbus 380, 3 Boeing 777s and 3 narrow-body aircraft at the same time, or 12 320 series narrow-body passenger aircraft at the same time. It is the largest hangar with the largest span and single construction scale in Asia. The construction scale of aviation food facilities is 92,200 square meters, with a daily production capacity of 100,000 copies and a peak daily production capacity of 180,000 copies, which can meet all the aviation food demand of Daxing International Airport in the initial operation. The construction scale of the Operation and Support Project is about 500,000 square meters. It integrates functional modules such as operation control, hub ground control and maintenance control to realize centralized and unified control of flight scheduling, field operation and maintenance operation, and will build the largest aviation operation control center in Asia.

　　Xiamen Airlines will make a one-time transition next year.

　　Beijing-Tianjin-Hebei is the key node of Xiamen Airlines’ "one axis and two wings" strategic layout. As early as 2014, Xiamen Airlines established its Beijing branch and acquired Hebei Airlines, becoming the only airline in the civil aviation industry to realize the comprehensive layout of Beijing-Tianjin-Hebei. At present, Xiamen Airlines’ market share in Beijing is constantly expanding, with 15 related routes in Beijing, with an annual passenger traffic of nearly 3 million passengers.

　　According to the plan, Hebei Airlines, a subsidiary of Xiamen Airlines, will become the airline company of Daxing Airport in 2019. Xiamen Airlines is scheduled to transfer to Daxing Airport in March 2020. In terms of capacity, Xiamen Airlines will invest 17 capacity in Daxing Airport in 2020; In 2025, it is planned to invest 30 aircraft, including Hebei Airlines and Jiangxi Airlines, with a total capacity of about 50 aircraft.

　　China Eastern Airlines "four in and four out" flight waves

　　China Eastern Airlines’ initial infrastructure investment is estimated to be 13.2 billion yuan, and the overall investment scale in the future will exceed 120 billion yuan, of which the capital construction investment scale will exceed 20 billion yuan, and the operating fleet investment scale will be nearly 100 billion yuan.

　　On June 29, 2017, the construction of China Eastern Airlines Beijing New Airport Base project officially started. Up to now, the total construction area of the first phase project is 470,000 square meters, and nearly 90% of the engineering quantity has been completed. The second phase project of 700,000 square meters has also been fully started on March 16, 2019.

　　China Eastern Airlines’ Independent Popular Economy Airline Brand — — China United Airlines Co., Ltd. will realize the "overnight transition" and become the first airline to be stationed and operated in Beijing Daxing International Airport. China Eastern Airlines’ routes in Beijing (except the Beijing-Shanghai Express) quickly shifted and completed the transition, and it is expected that all the transitions will be in Daxing in the summer and autumn season of 2020; China Eastern’s international partner airlines will also gradually move to Beijing Daxing International Airport.

　　China Eastern Airlines will build a "four-in and four-out" flight wave at Beijing Daxing International Airport, and include the flights from SkyTeam member airlines and domestic and foreign partner airlines to Daxing into the flight connection plan. In terms of domestic routes, China Eastern Airlines, Shanghai Airlines and China United Airlines, which belong to China Eastern Airlines, focus on building business routes from Beijing Daxing to Shanghai, Kunming, Xi ‘an, Hangzhou, Nanjing, Chengdu, Chongqing, Guangzhou and Shenzhen, and gradually reach the scale of starting more than 5 flights a day in the first two years after sailing; Domestic provincial capital cities and airports above 10 million have achieved full coverage. In terms of international routes, major routes such as Paris, London, Sydney and Tokyo were opened in the early stage. By 2025, China Eastern Airlines will put 180 to 200 aircraft into Beijing Daxing International Airport, and together with the capacity of global partners, it is estimated that the daily average number of flights will exceed 650, and the route network will cover major domestic markets in China, as well as important global aviation hubs such as Paris, Amsterdam, Detroit, Seattle and Seoul. Taking off from Daxing, China Eastern Airlines will build a higher-level global network, build a higher-quality "Silk Road in the Air" and make Beijing the best and most convenient aviation gateway in the world.

　　This edition/Beijing Youth Daily reporter Lin Lishuang coordinator/Yu Meiying

　　Photography (except signature)/Beijing Youth Daily reporter Wei Tong