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　　The National Day Golden Week has come to an end, and the seven-day holiday has released a lot of consumer demand in terms of catering, travel, accommodation, etc. The new retail and sharing economy promote the continuous optimization and upgrading of the consumption structure. Consumers can not only "happy fat house", but also "travel the world". No matter what kind of vacation method, new consumption, new markets and new business formats bring new holiday experiences.

　　Home and travel need to order takeout

　　23-Year-old Chen Tong (pseudonym) is a first-year graduate student at Shanghai Lixin School of Accounting and Finance. In order to prepare for the exam, she did not go out to play during the National Day this year, but chose to study in the library and choose takeout for three meals a day.

　　"There is no specific meal, just order when you are hungry, and ordering takeout has become a part of my life." Chen Tong told China Business News that in addition to the main meal, milk tea, dim sum and medicine will also choose takeout, which can save a lot of time. According to Ele.me data, from October 1st to 3rd, a total of 60,000 orders were delivered to libraries across the country.

　　In addition to the students in the library, tourists who go out to travel will also choose takeout. According to Ele.me big data, in the three days before the National Day, more than one million tourists ordered takeout in the core scenic spots across the country. In Shanghai, more than 11,780 tourists ate raw fried takeout in Xujiahui. Orders for takeout medicine in hotels increased by more than 34 times year-on-year.

　　In addition to Shanghai, takeaway has become standard in the country. Ele.me data shows that from October 1st to 3rd, among key cities in the country, Lanzhou, Nanchang, Chengdu, Guiyang, and Qingdao ranked among the top five in the country in terms of year-on-year growth rate of hotel takeaway orders, of which Lanzhou’s hotel takeaway orders rose by 86.7% year-on-year.

　　According to the data provided by the First Financial Reporter, the number of breakfast orders in the small store CBD store increased by 38% month-on-month. The sales of cooked food takeaway increased by 51% month-on-month, and the orders for fast food such as one-person small hot pot and instant noodles increased by 137% and 93% month-on-month respectively. Online orders for fast food goods accounted for more than 60%.

　　It is worth noting that non-dinner takeaway orders performed very well. Ele.me data shows that medical and health orders sent to Harbin hotels increased by more than 9627% year-on-year, and flower orders sent to Chengdu hotels increased by more than 1450% year-on-year.

　　This year’s 11th Golden Week, online consumption is showing a trend of refinement, efficiency and intelligence, and going out to travel is still the mainstream way of vacation. Overall, both consumption and tourism have a trend of returning from overseas to domestic, and first- and second-tier cities are sinking to lower-tier cities.

　　As of 17:08 on October 1, the daily active users (DAU) of Autonavi map exceeded 100 million. According to Flying Pig data, the 4-hour flying circle in South East Asia is still popular, but the number of people booking domestic tours has increased by 42% year-on-year, and the growth rate is faster than that of outbound tours. More first-tier city users go to third-tier and lower cities to play and consume with "flying".

　　With the sinking of tourists, the frequency of consumption is also increasing. Alipay data shows that with the popularity of mobile payment, the frequency of consumption in cities below the third tier has increased by more than 50%, and the frequency of consumption in counties has soared by nearly 90%. From the 1st to the 3rd, the frequency of per capita offline consumption across the country increased by nearly 50%, and the transaction amount of goods sold through smart sales such as face swiping and unmanned retail has soared by 90%.

　　Going out to drive the sharing economy

　　In addition to eating, drinking, and ordering takeout, the sharing economy, which penetrates into travel accommodation, transportation, entertainment, and other scenarios, saw significant growth in business during the Golden Week.

　　Airbnb’s Golden Week booking data as of September 15 shows that Chinese tourists who booked Airbnb listings during the National Day increased by 200% compared with the same period last year. More than 60% of Chinese guests who booked Airbnb were post-80s and post-90s, making them the main force in booking Airbnb listings during the Golden Week, with family and friends traveling accounting for more than 53%.

　　After 90, Wang Jie booked a Norwegian wooden house on Airbnb a month before the National Day. In addition to the mountain-side wooden house experience, the Xbox game console, projection and other supporting facilities in the hotel were also important reasons.

　　Unlike the traditional tourist attractions clocked in by their parents’ generation, millennials, represented by Wang Jie, are more attracted to quality and individuality, unique niche attractions and travel methods. They will break the "dimensional wall" for their feelings, travel to film and television or animation shooting locations, and pay for cultural experiences such as "tea farmers" in Hangzhou, "idol trainees" in Korea, and "chainsaw carving" in Oregon.

　　Car rental and self-driving has also become a new way for young people to travel. < unk > National Day big data shows that from October 1st to 7th, Baojun new energy car rental experience package orders increased by 60% month-on-month, and the number of buyers in Nanjing exceeded 3,000. The post-90s crowd became the main force, and Nanjing University Town leasing was hot. In the seven days of Golden Week, the number of two-day experience packages increased by 120% month-on-month.

　　In order to avoid the travel congestion of the holiday, the transportation represented by shared bicycles has also become a new choice for travel. Hello "Eleven Golden Week Travel Forecast Report" shows that the average daily riding volume of the National Eleven Golden Week two-wheel travel is expected to increase by more than 20% compared with weekdays, and the total riding distance may exceed 300 million kilometers.

　　During the 11th Golden Week, there was a boom in demand for shared cycling in small and medium-sized cities such as Jiaxing, Hainan Sanya, Zhejiang Zhoushan, Jiangxi Gao’an, Luoyang, Henan, and Kaifeng, Henan. In addition, ride-hailing has also become a mainstream choice for holiday return transportation. Nationwide, the Golden Week cross-city order growth is expected to reach 268%.

　　"People are more and more willing to pay in the field of leisure, entertainment and cultural consumption, and more and more willing to spend money on service consumption that can meet the spiritual consumption needs, and this is also an excellent manifestation of the pace of people’s consumption upgrading." Fu Yifu, assistant director and senior researcher of the Consumer Finance Research Center of the Suning Institute of Finance, said.

　　On the occasion of the sixth Chinese Farmers’ Harvest Festival, rich and diverse celebrations around the theme of "Celebrating Harvest, Promoting Harmony and Beauty" have also continued across the country. Since September 18, millions of merchants on the Meituan linkage platform have built online consumption promotion special pages through Meituan Preferred, Meituan Market, Meituan Flash Sale and other retail businesses, and invested tens of millions of subsidies to make high-quality and characteristic agricultural products from all over the country popular across the country through online platforms.

　　From now on, search for "Chinese Farmers’ Harvest Festival" on the Meituan App to go directly to the main venue of the event, of which Meituan prefers to start the "Mid-Autumn Festival Super Sale Eating · Yuexiang Moon" online promotion activity from September 18th to September 23rd, explosive products over 29 minus 4 yuan, and focus on the exposure of advantageous resources, providing online sales channels for a variety of seasonal agricultural products such as sunshine rose grapes and soft seed pomegranates, and combining consumers’ demand for seasonal agricultural products during the Mid-Autumn Festival and National Day, launching moon cake gift boxes, wine gift boxes and other related product promotions; from September 18th to September 24th, Meituan market opened the "Mid-Autumn Festival Gift" harvest festival special promotion activities, not only "local top goods" represented by Pinggu Peach It also covers hundreds of agricultural products such as new rice and seasonal fruits.

▲ From now on, search for "Chinese Farmers Harvest Festival" on the Meituan App to go directly to the main venue of the event.

　　The 2023 Chinese Farmers Harvest Festival Golden Autumn Consumption Season was launched in Beijing on September 8. Meituan brought its Meituan Preferred, Meituan Market, Fast Donkey Purchase and other businesses to participate in offline exhibitions, showcasing high-quality agricultural products from all over the world achieved through the Meituan platform, and Meituan’s specific measures in helping rural employment and training e-commerce leaders.

　　"Under the guidance of government departments at all levels, Meituan has taken concrete actions to participate in the process of helping the country’s rural revitalization, helping high-quality agricultural products to rise, and helping farmers increase employment and income." Meituan’s relevant person in charge said that in the future, it will continue to use technology to help agricultural products rise, drive farmers to increase income and become rich, and contribute to precise production and marketing docking, e-commerce talent training and other aspects.　

　　"Local top goods" help agricultural products "go out of the village and into the city" to expand new consumption scenarios

　　During the Farmers’ Harvest Festival, in the live stream of Meituan market, consumers can place orders while watching, and staff can pick and pack fresh fruits from the field to the table, which can be delivered in as little as 30 minutes.

　　It is reported that Meituan market launched the "local top goods" plan in 2022. At present, there are more than 300 kinds of "local top goods" such as Beijing Panggezhuang watermelon, Shanghai Nanhui peach, Guangzhou Zengcheng lychee, etc., which are supported by traffic support, bulk procurement, and direct source mining. These regional agricultural products not only achieve mature picking, but also complete the full link of production and sales within one day, so that users and farmers can benefit at the same time. The new instant retail system built by live streaming, 30-minute distribution, and full cold chain capabilities is opening up a convenient channel for more local characteristic agricultural products to "leave the village and enter the city", opening up a new path for the innovative development of local specialties.

　　The story of farmers getting rich is also hidden behind the batches of regional characteristic agricultural products that go to all parts of the country. "I belong to the’second generation of melon farmers’. In addition to inheriting the melon planting technology of my father-in-law and mother-in-law, I want to find a good market and let the melon farmers get rich." Chen Binwen, head of Shanghai Li’s Vegetable and Fruit Professional Cooperative, calculated such an account. After the Meituan market’s "local top goods" source direct mining base was launched, local farmers took over 20 acres of land from the cooperative. Each year, only from January to August, during the watermelon planting and listing season, you can get about 400,000 yuan.

　　"At present, there are more than 450 direct procurement suppliers in Meituan market alone, nearly 400 direct connection bases, and more than 100 digital ecological origins." The relevant person in charge of Meituan market said that in the future, by increasing the direct procurement of high-quality agricultural products from the source, it will help improve the quality of agricultural products and standardize production. At the same time, it will use its own system of agricultural product supply chain efficiency to improve, speed up distribution, shorten the chain of agricultural products from origin to table, and allow more "local top goods" to connect to the big market, so that citizens’ vegetable baskets are richer and farmers’ money bags are more weighty.

　　"Tomorrow’s Supermarket" will speed up again to promote the organic connection between "small farmers" and "big markets"

　　On August 25, Yingjie Village, Xiaochangshan Island Town, Changhai County, Dalian City, Liaoning Province, was listed on the list of "China’s Beautiful Leisure Village in 2023". Yingjie Village Kelilai Store owner is the manager of Meituan Preferred Store. His "new rural convenience store" has a wide range of fresh groceries. Yunnan flowers, Shaanxi Dali winter jujube, etc. can be transported to the island through Meituan Preferred. Villagers and tourists can "place an order on demand and pick it up by themselves before noon the next day".

　　It is understood that in the first half of this year, Meituan preferred to increase procurement efforts nationwide to improve the efficiency of the online circulation chain of agricultural products. In terms of improving consumer experience, through localized collection and distribution, shortening logistics links, etc., to meet the needs of urban and rural consumers for "convenience". By the middle of the year, Meituan preferred more than 900 kinds of fresh daily miscellaneous goods, an increase of more than 40% year-on-year. At the same time, Meituan preferred "Mingda Supermarket" to speed up again, reaching noon in the afternoon. More agricultural products can go out of the origin and quickly reach the tables of consumers in 2,000 cities and counties.

　　In addition, during the Farmers’ Harvest Festival, Meituan Preferred, Meituan Market and other retail businesses were launched in many places across the country to assist farmers in training, production and marketing docking and other activities. With the support of the Shandong Provincial Department of Agriculture and Rural Affairs, the Management Cadre College of the Ministry of Agriculture and Rural Affairs and the China Agricultural Products Market Association jointly organized the training of suppliers of high-quality agricultural products from the origin. Many farmers’ cooperatives, rural collective economic organizations, trade and circulation enterprises, agricultural enterprises, e-commerce enterprises and the main body of the construction project of refrigeration and preservation facilities in the origin of agricultural products in Shandong Province will participate in the training, taking the training as a breakthrough point to promote the organic connection between "small farmers" and "big markets".

6 female protagonists in "Finished". Picture/Steam platform screenshot

"When she looked at the male protagonist, her eyes were too bright, and then I realized that the big eyes were really beautiful." The male player Wood described his favorite character "Shen Comet". Shen Comet is one of the six female protagonists in "Finished! I’m Surrounded by Beautiful Women!" (hereinafter referred to as "Finished").

After "Invisible Guardian" opened up the first year of live-action interactive film games, "Finished" has become another "out of the circle" new work on this track.

From October 30th to November 9th, the WeChat official account of Hippo Games has released 3 interactive film tour project news in cooperation with the "Finished" team, including the production of the female version of "Finished". On November 22nd, the shell financial reporter verified with the relevant staff of Guangzhou Xiaoyou Content Interactive Entertainment Co., Ltd. (hereinafter referred to as: Xiaoyou Interactive Entertainment), the producer of "Finished". He said that the female version of the interactive love game project reached with Hippo Games is fake news, "This project is actually an IP (intellectual property rights) of the INTINY studio of Xiaoyou Interactive Entertainment announced on November 9th, and an interactive imaging product jointly created with Hippo Games and Qishu Youyu." He also revealed that the "Finished" DLC (game downloadable content) is currently ready for launch.

"Finished" was launched on the Steam platform on October 18, and once hit the hot-selling list. However, the Steam platform did not directly disclose the sales data of game products. As of November 23, when the shell financial reporter entered the "Finished" Steam mall, the page showed the number of reviews was 25,185. According to industry habits, the reporter took the median value of 37.5 times 20 to 55, and estimated that the total sales of "Finished" was about 944,000 copies. (Regression analysis based on 100 game data in 2021 by Video Game Insights shows that the relationship between sales and reviews of games released on the Steam platform after 2020 is likely to be 20-55 times.) According to the latest estimates of the Steam Spy platform, the number of users of "Finished" is between 1 million and 2 million. If 1 million sales are calculated, according to the 42 yuan mall pricing and the "37 share" convention, the current revenue of "Finished" is roughly 29.40 million yuan.

Chen Yurong, the producer and general manager of Xiaoyou Interactive Entertainment, revealed in an interview with the "Daily Economic News" that the total investment of "Finished" is about 5 million yuan.

Such a live-action interactive movie game has the possibility of nearly 6 times the cost of income, why is the "sci-fi sense" of "Finished" addictive, and whether its success can be replicated or continued? Shell Financial reporters interviewed game practitioners, analysts, and "Finished" players on the above issues.

More than 90% of users are male, and the "tap water" promotion triggers a herd effect

Chen Yurong has publicly stated that male users of "Finished" currently account for more than 90%.

Zheng Ziyan, one of the 6 female leads of "Finished". Picture/Screenshot of Steam platform

According to the plot setting of "Finished", players will start a love journey with six female protagonists with different personalities and appearances from the first-person perspective of the male protagonist "Gu Yi": Zheng Ziyan, the Midnight Elf, Li Yunsi, the Flower of Gaoling, and Xiao Lu, the deer in the forest, as well as Shen Comet, the proud lady, Lin Yueqing, the goddess of slashing men, and Zhong Zhen, the overbearing female president. "These 6 girls are all around you, and the actors’ small expressions are vivid and natural," the aforementioned male player Wood commented. If the player is too "scumbag", it will trigger the two BE (Bad Ending) endings of "Male Girlfriend" and "Lonely Family".

Most of the gamers surveyed said it all started with the day they were "pushed" by a video or social media platform. They also had some expectations about the quality of the game’s content before playing the game through video footage or comments: the cover is very page game, the plot is unbelievable, the sci-fi game…

The fun person option in "Finished". Figure/Steam platform screenshot

"There are a lot of’fun people ‘options in the short video, such as you can choose to fight the landlord or the big brother in the same ward. These options are not like normal choices that people make in social interactions, and there is a simple humor in them, so I wanted to go and see it," said Li Hua, a male player. "The producers also accept everyone’s evaluation of its’sci-fi game’, and I think it is very low-profile," Li Hua added.

"Some of its plots are particularly embarrassing. Usually, bullet comments are swiping’heaven defying ‘at this time, which makes people laugh, so I went to see where this game came from with an entertaining attitude." Wood was attracted by the name when he watched Bilibili UP’s "Pen Bar Evaluation Room" use "Finished" to test the performance of the computer game, and then "entered the pit" vertically.

Chen Yurong, general manager of Xiaoyou Interactive Entertainment, admitted in an interview that the original target user group of "Finished" was men, providing them with emotional value.

Men are less demanding on aesthetics, one woman told a veteran gaming practitioner. "It doesn’t have to be more than 9 points, 8 points is OK, and 7 points is not OK, but it may be more diverse." From a psychological point of view, real-life interaction meets men’s visual satisfaction needs and helps them establish a sense of sight or real experience in the game. "Men need to see real people to have an immersive feeling."

And female players who are not part of the target audience mostly mention the word "curious" when telling Shell Finance about the opportunity to play the game.

Cai Jing, a female player, said that many of Douyin’s couple accounts are playing "Finished", and "the video and comment areas will quarrel over the game, so I wonder why they quarrel over this."

As Zhihu blogger’s Wang Jia, I see the name of "Finished" on Zhihu’s hot list every day. "Because they all say’this is a man’s paradise, ‘I also want to experience for myself what kind of game men are after," Wang Jia said.

"At first, it was my boyfriend who said the game was very popular and wanted to play it. After seeing some negative comments, I thought’why don’t I play it first ‘." After playing, Shi Qi, a female player, thought it was "okay", and she sometimes distracted herself from what actresses wore.

Wang Jialun, founder of Game Teahouse, explained to Shell Finance that the videos could be interpreted as "tap water". He speculated that most of the buyout games on the Steam platform will not be too invested in publicity. "The gameplay is somewhat creative, and it is more suitable for live broadcast, so it will naturally become popular. There may be some help later, but it should not cost a lot of money," he said.

In the eyes of women, "paper people are perfect", and women have little chance of success in "Done"

"It’s so weird to have a Qi Sili around, the paper man is perfect!" Molly, a player of B Games, a love simulation game developed for women, stressed.

The above-mentioned woman told game practitioners that compared with the female market, the live-action interactive model is more likely to succeed in the male market. He analyzed that this is due to the difference in the mental mechanism of women and men to trigger imagination. Women can have imagination and happiness through words, but men usually have difficulty generating such brain supplements. "They rely on visual satisfaction, at least in the field of love games, they are more realistic."

Based on his own market observation experience, the practitioner concluded that women are extremely interested in the beauty of game characters, "they have fantasies about game art, characters, and even the game itself". He stressed that real-life play may destroy the perfection that women desire, while two-dimensional art is easier to meet women’s perfection requirements. To this end, the shell financial reporter asked the interviewed female players for their inner hopes of the real-life interactive B game male lead portrait, and received answers including very handsome, non-greasy, emotionally stable and the actor cannot collapse.

"If you choose a real person, girls may choose to chase stars directly," Shi Qi said. Female players interviewed by Shell Finance said they do not necessarily need to use love games to satisfy emotional needs and intimate relationships.

Cars, guns, and balls are the mainstream of the game market, and the sustainability of real-life interactive movie game products needs to be verified

"Love games are niche games. Even if’Finished ‘sells hundreds of thousands of copies now, it just seems to be popular," said the male player Li Hua. He introduced to Shell Financial reporters with years of gaming experience that the traditional "car, gun, and ball games" in Europe and the United States are the mainstream of the market. "Car" refers to fixed-speed games, "gun" refers to shooting games, and "ball" represents sports games. "Then it came to Japanese role-playing." The male player Wood also said that he prefers open-world, police and bandit racing games and other games, and "is not very interested in love games."

At present, the number of online players of "Done" has declined. According to the monthly player statistics of the little black box, as of November 22, the average online number of "Done" in October was 39,342, and the number in November was 22,028. The average online number has dropped by 44% in one month.

Wang Jialun, founder of Game Teahouse, believes that the live-action interactive movie game is a fixed track with a fixed player group, but "the scale is not certain". He also believes that "Finished" is a short-term product, and it can only be a series or IP-based if it is to be sustained, "but this is not something that ordinary companies can do". Women interviewed by Shell Finance also believe that the cost-effectiveness of IP-based games of this kind is not high, "because the cost of games is very high now".

Huatai Securities Research Report shows that the continuity of the follow-up products of this live interactive movie game needs to be verified.

"The combination of text and short video forms appeared early," the woman told game practitioners. In March 2019, Tencent launched the "1001" mobile end platform, which offered interactive narrative products including visual novels, anime and live-action dramas, but it was officially discontinued on February 8 this year. According to statistics, "Invisible Guardian" sold 1.40 million copies in 2019, but its production studio New One Studio has not yet launched a new product.

The practitioner believes that short video games such as "Finished" can be understood as FMCG, "it is similar to online articles and short dramas, and it is also a stimulating practice. After users watch it, they forget it, and then repeatedly stimulate users’ points of interest." Chen Yurong also said in an interview with "South Wind Window" that the team has borrowed the production method of short dramas, and they are more willing to position "Finished" as an "interactive imaging product" rather than a "game". He also said that he will promote exchanges with domestic platforms such as Douyin and WeChat Mini Program.

At present, the pace of content expansion in the micro-drama market is accelerating. According to the "2023-2024 China Micro-drama Market Research Report" released by iiMedia Consulting on November 22, the circulation of China’s online micro-dramas reached 150 in the third quarter of this year, nearly twice the total of last year.

On the other hand, the content ecology of micro-short dramas is uneven. Regarding the controversy caused by "Finished", Patrick Jagoda, director of the Department of Media Arts and Design at the University of Chicago, professor of the Department of Film and Media Studies and the Department of English Language and Literature, also said in an interview with Shell Finance that the issue of content ethics exists not only in the field of video games, but also in the media field in a broad sense such as movies and TV series.

The "tight hoop" of supervision on micro-short dramas has also been gradually tightened. On November 15, the China Network Audiovisual Program Service Association released an article saying that the State Administration of Radio, Film and Television will increase and refine the management of micro-short dramas in terms of formulating the "Detailed Rules for the Creation, Production and Content Review of Online Micro-Short Dramas", establishing the Mini Program "blacklist" mechanism and the online micro-short drama push statistics mechanism. (At the request of the interviewees, the interviewees except Wang Jialun are all pseudonyms)

Beijing News Shell Finance Trainee Reporter, Wei Yingzi, Reporter, Bai Jinlei, Qin Che

Editor, Yue Cai Zhou

Proofreading, Yang Xuli

　　According to the official news of Avita Technology, in December 2023, Avita delivered 6,106 units, setting a record high in delivery and achieving outstanding results. Among them, Avita 12, which has just started national delivery, has made outstanding contributions, delivering 2004 units in only 20 days, ranking in the forefront of pure electric cars above 300,000. It can be said that Avita 12 uses an efficient delivery attitude to enable the majority of car owners to accelerate the appreciation of its "smart beauty top stream" charm.

　　It is reported that in the first month of its listing on November 10, 2023, the order of Avita 12 exceeded 20,000 units, and it was unanimously favored by many car owners. Counting the charm of this future intelligent luxury model born out of the industry-leading intelligent electric vehicle technology platform CHN, its three characteristics of "top intelligence, top design, and top luxury space" are really eye-catching, which can be called Changan Automobile, Huawei, and Ningde Era to redefine the new standard of luxury in the era of smart cars. In addition, the price range of three configuration models under Avita 12 is 300,800 yuan to 400,800 yuan respectively. Combined with its overall configuration, it can be said that the cost-effective advantage is obvious.

　　With the support of Huawei’s high-end intelligent driving system HUAWEI ADS 2.0, Avita 12 shows the industry’s leading intelligent driving strength. In addition, all its models are equipped with 3 lidar as standard, which can provide a horizontal field of view of more than 300 °, powerful lateral 3D spatial perception and high-resolution and high-confidence level detection capabilities. Thanks to these software and hardware configurations, Avita 12 can easily cope with intelligent driving needs in various road conditions without relying on high-precision maps, helping users to achieve worry-free travel.

　　It is worth emphasizing that the intelligent driving strength of Avita 12 is not only leading at the moment, in the next 3-5 years, through the OTA upgrade of the software system, it can still bring first-class intelligent experience to the majority of users. According to the statistics released by Avita, at present, Avita’s intelligent driving function has been fully trusted and used by users. The accumulated mileage of intelligent driving is 35 million kilometers, accounting for 23% of the total mileage, which is the first in the industry. Intelligent parking assistance has been called 3.70 million times to help many users solve parking troubles.

　　Coupled with the latest good news from Avita Technology, it has become one of the first companies to be approved for a high-speed road conditional autonomous driving (L3) test license. Level 3 autonomous driving is a watershed between "assisted driving" and "autonomous driving", meaning that the driver can "let go", "take off" and "take off the eyes" under certain conditions, and the vehicle can also fully accelerate, steer and brake automatically under certain conditions. This means that Avita 12 users can look forward to one day in the future, can experience the thrill of autonomous driving with Avita 12.

　　Today, the national delivery process of Avita 12 is ongoing, constantly meeting the expectations of more users to pick up the car, so that they can feel the pleasure of intelligent travel. In addition, Avita is currently steadily advancing the "going to sea" strategy, so that Avita 12 can continue to release the "wisdom and beauty top" charm on the world stage.

　　On the banks of the Qianjiang River in winter, the lights were bright. On January 18, at the award ceremony of Fengyun Zhejiang businesspeople, known as the "Oscar" in Zhejiang economic circles, Zong Fuli, dressed in a light blue suit, appeared under the spotlight of the red carpet, becoming a warm color in the cold weather.

　　At the scene, Zong Fuli responded to rumors from the outside world that in addition to the president of Hongsheng Beverage Group, Zong Fuli had a new identity in 2018: the head of the brand public relations department of Wahaha Group.

　　Many people suddenly realized that during this time, Wahaha has been making frequent moves, first launching Wahaha AD calcium milk-flavored moon cakes, and then rebranding the Nutrition Express that has not been packaged for 10 years, launching limited colorful versions of packaging and makeup plates. Not long ago, Wahaha also announced that it will focus on first- and second-tier cities in 2019. It turns out that Zong Fuli is the one behind the scenes, and Wahaha is becoming more and more capable of playing.

　　Fathers are like eight-treasure porridge

　　Zong Fuli and Zong Qinghou confessed

　　The annual Fengyun Zhejiang Merchants Selection event is guided by the Propaganda Department of the Zhejiang Provincial Committee of the Communist Party of China, sponsored by Zhejiang Radio and Television Group, and co-organized by Zhejiang Jingshi, Qianjiang Evening News, and Zhejiang Merchants Magazine. This year is already the 16th.

　　Zong Qinghou, chairperson of Wahaha Group, is an old friend of Fengyun Zhejiang businesspeople and comes to the award ceremony almost every year. In the first annual Fengyun Zhejiang businessperson selection in 2003, Zong Qinghou won the Senior Zhejiang businessperson award. In 2009, Zong Qinghou was re-elected as the annual Fengyun Zhejiang businessperson.

　　When Zong Qinghou won the first "Fengyun Zhejiang Business", Zong Fuli was still a student in the ivory tower. In 2012, Zong Fuli became the first "post-80s" entrepreneur to win the honor of Fengyun Zhejiang Business. In this father and daughter, "Fengyun Zhejiang Business" completed a beautiful connection and inheritance. At the award ceremony that year, the host asked the elected Zong Fuli, is your father your idol? Zong Fuli replied: "Yes, and no, my father has many things to learn, but more than him."

　　At this year’s Fengyun Zhejiang Business Awards, a highlight was that Zong Qinghou and Zong Fuli shared the same stage, and the father and daughter chose to walk the red carpet this time.

　　Not only was Zong Fuli the only post-80s woman on the red carpet, as the daughter of Zong Qinghou, the chairman of Wahaha Group, her every move was always closely watched. When taking over the host’s microphone, Zong Fuli responded that she had become the head of the brand public relations department of Wahaha Group.

　　If you use a Wahaha product to describe your parents’ Zhejiang merchants, Zong Fuli thinks it is: eight-treasure porridge.

　　Why is it eight-treasure porridge? Zong Fuli didn’t explain much at the scene. However, the reporter noticed that the night before the award ceremony, Wahaha’s official WeChat account posted a heartwarming video titled "I actually miss you a lot", which tells about the common problem of young people today: being cared for syndrome. They are accustomed to the meticulous care of their parents, and even feel a little bored. When they really left their parents’ shelter and were hungry, a jar of eight-treasure porridge in the refrigerator made them suddenly realize that the precious things they had missed were homesick.

　　Is this confessing to his father with eight-treasure porridge?

　　Zong Fuli smiled and said, "I worked so hard to help him make money, he should confess to me."

　　32-Year-old Wahaha

　　To build emotional bonds with young people

　　This heart-to-heart video of Wahaha Eight Treasures Porridge may express Zong Fuli’s own heart.

　　After graduating from junior high school, Zong Fuli went to the United States to study. In 2004, Zong Fuli returned to China after completing her studies. In 2007, she left alone under the blessing of her father and began to take charge of Hongsheng Beverage Group. Zong Fuli, who is very independent, did not "touch" the traditional beverage business of Wahaha, but expanded into new fields.

　　Zong Fuli has made a major effort to integrate resources and promote the transformation and upgrading of traditional industries in Hongsheng, a company that used to be just a processing business. Four emerging enterprises, including Songyuan Machinery Manufacturing, Songyu Printing and Packaging, and Hengfeng Food Technology, have been established successively, turning Hongsheng Group into a beverage production enterprise with a full industrial chain.

　　At the 2012 Fengyun Zhejiang Business Awards Ceremony, Zong Fuli was elected as a dark horse and became the first female Zhejiang businessman born in the 1980s since the event was held. This may be a footnote to Zong Fuli’s years of hard work.

　　Zong Fuli had really "worked hard" along the way. Now, in addition to the president of Hongsheng Beverage Group, Zong Fuli was also responsible for the packaging and brand promotion of Wahaha products. "In Hongsheng in the morning, in Wahaha in the afternoon" became her new normal job.

　　On Weibo, Zong Fuli referred to Wahaha as her little sister. Indeed, as a post-80s generation, the reporter noticed that since then, under her control, Wahaha, which is already good at channels and end points, has begun to give more inner power to the brand.

　　Last June Day, Wahaha let adults take a holiday with their children, paying attention to the power of companionship, and being a "caring" beverage company; to the Mid-Autumn Festival, cross-border launched AD calcium grandma heart moon cakes to pick up forgotten happiness; then, the limited edition of Nutrition Express was born, cross-border makeup plates escorted, excellent self… Wahaha focuses on how to build emotional bonds with young people again and find resonance.

　　At a reading party in October last year, when Zong Fuli read "Shepherd Youth Fantasy Journey" in English, the post-90s and post-00s college students in the audience gave "English 666" praise. There were more than a dozen applause at the scene, and the students were completely fans of Zong Fuli. They felt that Zong Fuli was very frank, even anti-routine, breaking the stereotype of entrepreneurs.

　　Growth resumed in 2018

　　The more "new" Wahaha in 2019 is here

　　Not long ago, at Wahaha’s new product launch this year, Zong Qinghou revealed that in 2018, with the efforts of all dealers and sales staff, Wahaha has resumed growth. Although the industrial restructuring has had a certain impact on economic development, for Wahaha, the opportunities outweigh the challenges.

　　It can be said that Wahaha has not only stood firm in the face of difficult economic conditions, but also created contrarian growth. This provides huge confidence to both entrepreneurs and corporate employees. For a mature company founded for many years, confidence is more important than anything else.

　　30 is not confused, and the old private enterprise Wahaha hopes to prove to the outside world that they have found the next direction to move forward.

　　The reporter noticed that in the new product strategy of Wahaha in 2019, the first milk category is still Wahaha’s right-hand man. The first milk category camp is not unknown. According to the 2017~ 2018 our country dairy sales and yogurt market size analysis, the size of the room temperature market has reached 3 times that of low-temperature yogurt, breaking through the scale of 30 billion yuan.

　　Water products have always been the focus of Wahaha, and soda water is undoubtedly a sub-category full of opportunities. According to Nielsen data, from 2017 to 2018, the overall soda market sales increased by 36.9%, much higher than the 3.1% of beverages as a whole. According to reports, Wahaha launched its first soda product in 2010, and after years of market cultivation, it has entered the top three in the soda market. Next, Wahaha will also launch an upgraded version of soda water, which is very in line with the "light health" needs of modern people. In addition, Wahaha has reserved the third camp of new product launches in 2019 for ready-to-drink tea, and has taken the lead in laying out the pure tea category.

　　In general, Wahaha’s products released this year have their own characteristics, especially the packaging has been improved a lot compared with before, and it is full of fresh vitality. Whether Wahaha can turn these "new" into sales and brand reputation, let’s wait and see. (Qianjiang Evening News reporter, Chen Jie)

　　Author: Sina original fashion

　　From the beginning of the year to the summer, the draft style of the women’s team is getting hotter and hotter. Soon after the end of Youth with You 2, everyone started the mode of crazy pursuit of Creation Camp 2020 (hereinafter referred to as "Chuang 3"), and so many plmm are too feast for the eyes.

　　Recently, the second ranking of Chuang3 has also been released. Xilina Yigao, Zheng Naixin and Chen Zhuoxuan are in the top three, followed by Akira, Zhang Yifan, Sally Liu and Wang Yijin. Come to Kangkang. Do you have your sister pick?

　　The editor found that Chuang 3′ s sisters not only lost their beauty, but also had a better sense of sweetness. They may be impressed by their beautiful creation of the castle, and always feel that they are all small public works.

　　For example, the powerful and lovely Xilina Yigao inherits the advantages of Xinjiang’s mother in her dancing skills and face value. She is not a female group face in the public sense, but she is very beautiful and cool and sweet.

　　Beautiful girl hair bands are always so beautiful!

　　Nene Zheng Naixin, a Thai Britney Spears, also left a deep impression on everyone. Her Chinese, which is not fluent but she is trying to express, is so sweet.

　　Nene on the stage is also full of vigor and vitality. My sister’s makeup is also a sweet girlish style, jelly makeup with butterfly hair accessories, a proper little cute one, the kind that I can’t bear to vote for her!

　　Akira is also an all-around player with both strength and face value, mainly because her short hair is cool and rustling, so charming!

　　Xu Yiyang, a fresh fairy, looks delicate, has a sweet makeup, and her temperament is the standard of the women’s team.

　　There is also Wang Yijin, who combines beauty, temperament and field control strength. The private photos are also so beautiful.

　　After ripping off so many pictures of my third sister, the editor found that the three essential makeup methods for girls’ group makeup are: blingbling’s mermaid eye shadow, pink blush and misty lip makeup. In fact, the makeup of women’s group style is not only suitable for the stage, but also suitable for transforming into daily girl makeup. The bright and fresh makeup is very suitable for summer, so don’t follow it quickly!

　　Get Chuang 3 sister’s sweet makeup must first enrich her cosmetic bag, but it is the shopping season in 618. What should I do if I want to buy too many things and lose my wallet? Don’t worry, I recommend to you some super easy-to-use and affordable make-up good things, less than 100 yuan to get 3 women’s groups with the same paragraph.

　　Never mermaid sequined eye shadow-

　　If you want to shine beautifully on the stage, you must create a blingbling mermaid eye makeup. Looking closely at Chuang San’s sister’s stage makeup, I found that they often use shiny elements around their eyes to make their eyes more shiny and charming. For example, Sun ZhenNi’s makeup, pearlescent eye shadow around the eyes and diamond sequins, shines under the stage lights, which is beautiful and moving.

　　There is also Chen Zhuoxuan’s gold foil eye makeup, which is decorated with gold foil-like silver bright powder at the bottom of the eyes and turns into a mermaid princess in minutes.

　　In daily life, plmm people also like to use slightly shiny eye shadow to brighten their colors. For example, Hillina’s high star eye shadow is smudged with pink and earth tone eye shadow first, and then embellished with big flash eye shadow, so that the eyes are like stars, and the crystal clear makeup feeling is good.

　　In addition to glitter and sequins around the eyes, the shiny pearlescent lying silkworm is also a favorite of my sisters. The main tone of eye shadow is matte and soft, and only some pearlescent eye shadow is used to brighten the lying silkworm, creating a delicate makeup feeling and super charming.

　　Editor’s recommendation:

　　3CE Sanxi Yuchuchu Stars Bright Pearl #DOUBLE NOTE

　　RMB105/4.5g (online shopping price)

　　Get the same women’s group flash, the elastic soft brush head is applied accurately, the makeup is moisturized, and the eyes are gently cared.

　　Orange seven-color fun combination plate #11 starlight coral plate

　　RMB69.8/8.5g (online shopping price)

　　A plate of eye shadow, blush, highlight, repair capacity, versatile and friendly colors, easy to create charming makeup.

　　Kazilan soft fantasy star yarn ten-color eye shadow tray #06 other shore sweet cherry (limited color)

　　RMB79 (online shopping price)

　　Bright star purple, reflecting the tenderness of cherry blossoms, four textures, mineral powder, smooth and smudged.

　　Sweet peach powder blush-

　　The second biggest makeup method for girls’ group is the explosive pink blush, which doesn’t need to be too thick. As long as it is lightly smudged on the cheeks or at the moment, the sweetness can be greatly improved, and it is also a must for stage makeup!

　　You can choose a pink blush that is similar to the skin color, and hit it in a large area from the cheekbone to the edge of the cheek to create a natural sense of shyness when you laugh. It is very sweet with the lip makeup of the same color.

　　The orange blush is more suitable for younger sister whose skin is slightly darker than Huang Lue’s, and has more temperament on the basis of sweetness. However, nene’s orange blush in the picture below is really heavier, so it is ok to go on stage, and it is a daily necessity.

　　What is more popular now is actually this kind of blush at the moment by Hilina Yigao. The blushing position is between the eyes and the cheekbones. If you want to make the makeup feel natural, you can use the eye shadow of the same color to create a pink eye makeup, and then extend it to the present position and gently smudge the blush. In this way, the focus of makeup will move upward, and risorius’s position will look youthful and energetic, his eyes will be more agile, and his face will be small.

　　Editor’s recommendation:

　　HEDONE Inner Play Two-color Blush #Rosy Latte Small Heartbreak

　　RMB89 (online shopping price)

　　Small emotions on the cheeks, inner drama that can’t be hidden, Q-bomb powder ball that fingers can bully, transparent and zero powder feeling, super-lasting obedience, and two-color powder ball.

　　ETUDE HOUSE Edie House Sweet Cookie Rouge #OR202 Sweet Coral Sugar Color

　　RMB68 (online shopping price)

　　The delicate powder cake is soft and tender, not easy to float makeup, and the color holding effect is excellent. Pop, puff and pat two or three times, and the sweet girlish makeup full of fresh vitality can be completed.

　　CANMAKE flowery rouge #04 strawberry hibiscus color

　　RMB98 (online shopping price)

　　The powder is smooth and durable, creating a natural and shining moving blush.

　　Girlcult Emotional Blush Series # Spoil-Dry Rose

　　RMB59 (online shopping price)

　　Soft waxy silky, hemp potato texture, containing fine gold flash, fine luster primordial muscles. Add avocado, calendula and nut seed oil to relieve dry skin.

　　Soft and foggy cherry lips-

　　Finally, let’s take a look at the lip makeup of the younger sister of the women’s group: misty lips. Compared with the watery glass lips, foggy lips are rich, full, light and silky, and look more advanced and retro. They can not only hold the strong light of the stage, but also add texture to daily makeup, which is sweet and sexy, and very unique.

　　If you want to talk about foggy lips, you still prefer positive red, retro and atmospheric, showing white and showing advanced.

　　This summer’s popular cherry juice color is also very suitable for creating a velvet-textured matte lip, which is white and bright. Even if the makeup of other parts is weakened, it will look good, and light makeup is a must.

　　Editor’s recommendation:

　　PERFECT DIARY Perfect Diary to Perfect Soft Color Velvet Lip Glaze Mini Set 4 Pack Velvet Lip Glaze

　　RMB99.9/1.5g*4 (online shopping price)

　　4 sets of best-selling color numbers, high-definition velvet and foggy lips, rich color, smooth texture, and unyielding obedience, as gorgeous and comfortable as velvet dresses.

　　Innisfree Yue Shi Feng Yin Hua Kiss Velvet Ink Print Lip Glaze #13 Crimson Sunset Rose

　　4g/RMB85 (online shopping price)

　　Charming matte makeup, rich and moist when applied, presents matte texture after application, which keeps the lips full of color when just applied for a long time and is not easy to faint makeup.

　　Hua Xi zi Hua Wu fan dish lipstick

　　RMB89 (online shopping price)

　　The lip color is rich, the lip feeling is light and thin, the upper lip is silky, the lips are nourished by flowers, and the matte and silky feelings are taken into account, which is not only elegant in temperament, but also comfortable in lip feeling.

　　After learning about dry goods and good things, let’s get the same summer girl makeup for the women’s group!

　　Recently, the first "Funeral Tea" tea shop in China opened in Shanghai. Like "online celebrity Restaurant" such as "Happy Tea" and "Master Bao", the customers of "Funeral Tea" kept coming in an endless stream, which even led to the phenomenon that scalpers bought "online celebrity Food" at a higher price. At the same time, many well-known "online celebrity restaurants" have closed down one after another, and even some veteran stores have become "chicken feathers in one place". "online celebrity catering" is a world of ice and fire. What is the reason behind this?

　　Queue for 7 hours just for a cup of tea

　　"Food is the most important thing for the people". In the Internet age, when Internet celebrities are highly sought after, "online celebrity Catering" has also set off an iterative and updated "queuing economy". It is reported that the queuing time for buying "Hi Tea", "Master Bao" and "Cheese of Light", which are known as the "Three Giants of People’s Square" in Shanghai, can reach 7 hours, which leads to scalpers’ purchasing and queuing for payment, which makes the premium of "Hi Tea" for a cup of 20 to 30 yuan as high as 100 yuan, and merchants even introduce the regulation of real-name purchase of ID cards, causing widespread controversy.

　　Not only Shanghai, but also Hongkong’s "Jenny cookies" are sold daily in limited quantities, and Beijing’s "Taoyuan Village" is called "Hermes" in the field of soybean milk fritters, and the explosive market of "online celebrity Catering" can be seen.

　　Take "Xicha" as an example. In May 2012, the first store opened in Jiuzhong Street, Jiangmen City, Guangdong Province. At present, there are about 50 branches in Guangzhou, Shenzhen and Foshan. Only stores in Guangzhou and Shenzhen have an average monthly turnover of more than 1 million yuan, among which the most popular coastal city store in Shenzhen has an area of about 90 square meters and a monthly turnover of more than 1.5 million yuan.

　　With the subtle influence of Internet development on the market, the catering industry in online celebrity has also experienced different stages of change. During the period of 1.0, the cognition of the traditional catering industry was subverted from the consumer level. People found that apart from "eating", there were different experiences such as personalized service and style environment.

　　In the period of 2.0, which focused on the combination of marketing and products, topical packaging gave food unprecedented communication power and greatly shortened the brand’s cognitive cycle; In the period of 3.0, personalized labels such as "fashion brand", "luxury" and "ingenuity" attached importance to the overall creation of "online celebrity catering", but it was followed by increasingly severe customer loyalty.

　　The consumption power of "light food" has increased by 14% annually.

　　In 2016, the national catering revenue was 3,577.9 billion yuan, a year-on-year increase of 10.8%, while the GDP increased by 6.7%.

　　According to international data experience, the overall growth rate of the catering industry can maintain steady and rapid development when the per capita disposable income of the country is between 5,000 and 10,000 US dollars. According to the data released by the National Bureau of Statistics, the per capita disposable income of urban residents in China in 2016 was 33,616 yuan, which is in good agreement with this data interval.

　　Under the background of the booming industry, "online celebrity Restaurant" is unique in its store location, style design and service details. A simple cup of milk tea can be selected with different flavors. When it is sold, the temperature and method suitable for drinking will be indicated on the teacup, and even the image of the store attendant is required as "online celebrity".

　　At the same time, "online celebrity Catering" has grasped the consumption characteristics of young people’s purchasing power in pursuit of fashion hotspots, covering people between the ages of 14 and 35. The consumption power of this kind of "light food" main consumer group is increasing at an average annual rate of 14%. The younger generation subconsciously hopes to seek a sense of collective identity and reach a certain consensus by queuing or eating the same bowl of noodles.

　　In addition, emotional rendering, star effect and other highlights prompted consumers to spontaneously share recommendations on social networks. According to the analysis of people in the catering industry, compared with traditional restaurants, their marketing methods are more changeable, not only through word-of-mouth communication by diners, but also through cross-border cooperation with many brands to jointly create topics, which is worth thinking about by catering people.

　　From superficial efforts to core values

　　However, "parallel" restaurants, which once set a record of 52 stores in eight months, have been closed in Beijing, Fuzhou, Ningbo and other places. The pancake fruit shop "Huang Taiji", with the highest valuation of 1.2 billion yuan, has also admitted that it has closed half of its doors, and the performance of the creative dish "Carved sirloin" has dropped by nearly 80% compared with the peak period.

　　The "online celebrity Restaurant" has gone wave after wave in a short-lived vortex. According to the data, in 2016, the monthly closing rate of the catering industry in China was as high as 10%, and the annual compound closing rate exceeded 100%.

　　Low consumer loyalty is one of the potential risks of "online celebrity catering". Under the fast pace of life, consumer groups with distinctive personalities have the characteristics of pursuing fresh enthusiasm and easy to lose. The disconnection between marketing and products makes merchants ignore the essence of catering industry. "Fun" is only the added value of food and cannot be the core of restaurants.

　　Some enterprises win the attention through gimmick marketing and charge the joining fee, which is prone to problems. The unified distribution of ingredients, the unified management of chefs, and the inspection and supervision of storefronts are all very important, and the difficulty lies in management. Some enterprises join quickly, but the depth and intensity of management and control of franchise stores are not enough.

　　Experts said that "online celebrity Catering" will inevitably get lost in the noisy market in the later period, and only rely on the big waves of the market to urge some catering enterprises to awaken themselves and turn from superficial efforts to building brand core values.