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　　Technology "Tide Head" Releases the Momentum of Innovation

　　— — 15 world internet conference leading science and technology awards officially announced.

　　Guangming. com reporter Li Wenjian Cong Fangyao Bing Lin

　　On the afternoon of November 8, as one of the important activities of the 2023 World Internet Wuzhen Summit, the award ceremony of the 2023 World Internet Leading Scientific and Technological Achievement Award was held, and 15 leading scientific and technological achievements were collectively unveiled.

　　Since 2016, in order to build a global platform for innovative display of leading scientific and technological achievements on the Internet to a higher standard, world internet conference International Organization has set up the "world internet conference Leading Scientific and Technological Award" to commend leading scientific and technological achievements to the world and share the extraordinary contributions of practitioners in the Internet field, which has been held for seven consecutive years. This year, the release of the world’s leading scientific and technological achievements on the Internet was upgraded to the "Leading Science and Technology Award" for the first time, and the results were divided into key technologies, basic research and engineering research and development, covering more frontier scientific and technological fields.

　　Opportunities and challenges coexist, and 5G is moving forward in breakthroughs.

　　In recent years, a new generation of information technology, represented by 5G, is accelerating its integration into all aspects of the economy and society, becoming a key support for the smooth circulation of data resources and an important engine to lead the transformation and upgrading of industries with intelligence, greening and integration.

　　In November this year, the 2023 China 5G Development Conference was held in Shanghai. According to reports, by the end of September, 3.189 million 5G base stations had been built and opened in China, and over 90% of the 5G base stations were jointly built and shared, and the 5G network was accelerated to be intensive, efficient, green and low-carbon.

　　Parallel to development, new problems and new challenges arise. With the continuous development of mobile communication, its energy consumption has also increased sharply. In order to achieve the goal of "double carbon", the energy efficiency problem of 5G network needs to be solved urgently. To this end, the project "Research on Energy Efficiency Mechanism of 5G Mobile Communication System" selected as the leading scientific and technological achievement award is just the right time. "By constantly exploring the mystery of energy efficiency of 5G ultra-dense cellular network, our team found that it has saturation effect with throughput, and proposed international leading solutions to improve energy efficiency and solve decoupling problems." Ge Xiaohu of Huazhong University of Science and Technology introduced the advantages of this achievement at the scene, expecting that these research achievements can effectively improve the energy efficiency of 5G networks, reduce carbon emissions, promote the sustainable development of the new generation of communication systems, and have been widely recognized internationally.

　　Reducing energy consumption is one aspect, and how to better improve the efficiency of resource use is also a major aspect that needs to be addressed in the development of 5 G. The project "Innovation and Industrialization of Key Technologies for Co-construction and Sharing of 4G/5G Mobile Communications" from China Telecom Group Co., Ltd. and China United Network Communications Group Co., Ltd. provides a solution model. "We have built the world’s first, largest and fastest 5G SA co-construction and sharing network, realized the full sharing of 4G IF networks, and broke through a series of major technological innovations and industrialization problems such as sharing devices, equipment, networking and operation." Jun Li, deputy general manager of China Telecom Group Co., Ltd., and Liang Baojun, deputy general manager of China United Network Communication Group Co., Ltd. jointly introduced the advantages of this project in innovating network architecture and operation, overcoming core technology algorithms and breaking through large bandwidth devices. Through joint construction and sharing, this project effectively reduced redundant construction, improved resource utilization efficiency, saved over 20 billion kWh of electricity and reduced carbon emissions by over 10 million tons every year, providing an innovative Chinese solution for the green development of global 5G networks.

　　In addition to meeting challenges, 5G is also providing key support for the smooth circulation of data resources in various fields. China United Network Communication Group Co., Ltd. brought the project of "Innovation and Application of Key Technologies of All-Optical Base", and its achievements have served more than 900 million users of China Unicom, providing reliable network guarantee for many major events including the Beijing Winter Olympics, and related innovative technologies have also been applied to more than 100 networks around the world.

　　Qualcomm Wireless Communication Technology (China) Co., Ltd.’ s "The World’s First 5G Advanced-ready Modem and RF System — — Snapdragon X75 "project. By taking the lead in introducing new features of 5G-Advanced and deeply integrating innovations such as 5G and AI, the project has extended advanced 5G technology to various terminals and many industries, including smart phones, automobiles, PC, mobile broadband and other user terminals, as well as industrial applications such as Internet of Things and enterprise private networks, and set up a "breakthrough road", "wisdom road" and "high speed road" leading to a new intelligent world.

　　AI empowers thousands of industries and applications to serve thousands of households.

　　Nowadays, countries around the world are actively developing a new generation of artificial intelligence, and medical AI is developing rapidly. Tencent has also been approved for innovative medical devices in pneumonia, glaucoma, colon polyps and other diseases, becoming the first Internet technology enterprise with three types of medical AI certificates for multiple diseases. Wu Wenda, president of Tencent Health, said that "Tencent Shadow Digital Intelligence Medical Imaging Platform" condensed the scientific research strength of medical AI, broke the bottleneck of clinical application of AI, and really handed AI assistants to doctors.

　　"Our ideal AI can not only improve production, promote innovation, but also be reliable. This ideal has been initially realized." Chen Xudong, Chairman and General Manager of IBM Greater China, introduced watsonx, an enterprise-level AI and data platform released by IBM at this year’s annual Think Conference. "It can not only help enterprises to use large models and generative AI, but also solve the three major challenges of enterprise-level AI application: one is to find the needed data, the other is to establish a suitable model, and the third is to supervise the operation of the system."

　　For the industrial Internet platform, AI makes data more valuable. Facing the new situation and trend of accelerating energy revolution and energy transformation, Shenyang Institute of Automation, China Academy of Sciences, together with China Petroleum and Shenyang Zhongke Aowei Technology Co., Ltd., launched WIA-PA technology and system of industrial Internet of Things for smart oil fields. By constructing an industrial Internet of Things system with full coverage of oil field production, an industrial Internet of Things ecosystem integrating network, hardware and software was built, and real-time online monitoring of oil well production process dispersed in a wide area was realized, forming a new mode of smart oil field production integrating remote measurement, fault diagnosis and energy saving optimization.

　　Antonio Frisoli, CEO of Next Generation Robot Intelligent Manufacturing Co., Ltd., said in the release of "ARGO: Autonomous Inspection of Locomotive and Rolling Stock" that railway robot is a new application field of artificial intelligence in inspecting railway vehicles, and ARGO is a new type of robot, which can independently inspect the safety of trains. "ARGO robot can adapt to any standard railway without being limited by space, and because the robot is equipped with lidar sensors, it can interact with humans safely."

　　Chen Shanzhi’s team of China Xinke, which also focuses on the transportation field, first proposed the LTE-V2X car networking technology in 2013, and the world’s first cellular car networking (C-V2X) technical route. Together with friends, it led the development of international standards in 3GPP, which was widely recognized and adopted by the global automobile and transportation industries.

　　"The Internet of Vehicles is an important enabling technology to improve our driving safety, traffic efficiency and intelligent driving." Chen Shanzhi, deputy general manager, chief engineer and director of the Science and Technology Commission of China Information and Communication Technology Group Co., Ltd. said that in the future, C-V2X will build the basic connectivity between people, vehicles, roads and clouds, empower the development of intelligent networked cars, smart transportation and smart cities, and realize safe, efficient, green and smart travel.

　　Consolidate the support of basic technology and embrace the future of digital technology

　　Natural language is the fundamental symbol that distinguishes human beings from animals, and it is an important tool for human beings to exchange ideas and express emotions. Making computers understand languages, that is, natural language processing, is the key to realize universal artificial intelligence.

　　Artificial intelligence is leading a new round of scientific and technological revolution and industrial transformation, and the emergence of large language model has made people see the dawn of developing general artificial intelligence. Wang Haifeng, chief technology officer of Baidu, said that "knowledge-enhanced key technology of large language model", which breaks through the technology of knowledge internalization and external use, has the unique technical advantages of knowledge enhancement, retrieval enhancement and dialogue enhancement, and the efficiency advantage of joint optimization of model framework, which is helpful to accelerate the upgrading of industrial intelligence and explore the development of general artificial intelligence.

　　Over the years, Tsinghua University and Huawei Technologies Co., Ltd. have studied and established a set of "Basic Methods for Deep Learning of Natural Language with Multi-level and Multi-knowledge Integration" system, which has broken through some important bottlenecks of deep learning of natural language and significantly improved the basic ability of natural language processing model.

　　One of the functions of language is to express the cognition of the brain. How to simulate the cognitive mechanism of the brain and realize efficient and hierarchical visual content perception has always been a major challenge in the field of computer vision. Zhao Yao, director of the Institute of Information Science of Beijing Jiaotong University, introduced the project "Hierarchical Content Perception of Visual Media". "Taking visual media as the main research object, we systematically and deeply study the related theories and methods of hierarchical perception of visual content, and form a coarse-grained and fine-grained progressive perception theory and solution from image level, object level to pixel level." Zhao Yao said.

　　In addition, promoting the construction of digital infrastructure provides more possibilities for building a community of cyberspace destiny and promoting the progress of human civilization.

　　Database is the jewel in the crown of basic software, and thousands of industries are deeply dependent on database for digitalization. Professor Li Guoliang, director of the Computer Department of Tsinghua University and deputy director of CCF Database Committee, introduced the project "GaussDB: Distributed Database", saying that GaussDB is an enterprise-level database for digital infrastructure. As a new generation of distributed database, it has built key advantages of high performance, high availability, high flexibility, high intelligence and high security through multi-dimensional innovation, meeting the full-scenario, intelligent database management needs of finance, government and enterprises, and supporting the digital transformation of thousands of industries.

　　The security of digital information infrastructure is an important link in the construction of digital infrastructure. Li Jianhua, Dean of the Institute of Network Security Technology of Shanghai Jiaotong University, said that the project of "Efficient and Reliable Content Distribution of Large-scale Cloud-network Convergence System and Research and Development and Industrialization of Active Defense Technology" is characterized by integrating cloud-network convergence, content-driven and collaborative sharing into an integrated solution, realizing highly reliable content distribution, highly available network security and highly manageable content security.

　　"The future development direction of IT and information security is network immunity. The network immune IT system has led us to take another step towards a safer and more resilient digital world. " Jun Yi, vice president of government affairs and public policy in Kaspersky Asia-Pacific, Middle East, Turkey and Africa, said that "Kaspersky Automotive Security Gateway" is a security gateway solution for the next generation of automobiles, which can meet the key requirements of secure communication within the automobile architecture.

1905 movie network news On September 23rd, the producer teamed up with Shao Yihui, the director and screenwriter of the post-90s female newcomer, with Xú Zhēng,,,, starring,,, and friendship as the leading roles. The film was officially released nationwide on December 24th.

The film released the first preview of the "What I Say" version, and Shanghai Uncle Laobai (Xú Zhēng) interpreted the definition of a gentleman with interest, only to be easily killed by the childish words of the little girl, and the humorous and brisk atmosphere could not help but make people smile. The film "Love Myth" brings a relaxed and pleasant viewing choice to the cold end of the year.

The official announcement of "Love Myth" made an appointment at the end of the year. Producer Xú Zhēng once again teamed up with the new director.

Produced by Xú Zhēng, directed by newcomer Shao Yihui, and starring Xú Zhēng, Ma Yili, wuyue, Ni Hongjie and Zhou Yemang, the official announcement of the film "Love Myth" was finalized on December 24th, and a variety of heavy materials were released. In the announcement of "The Words of Iraq" released this time, Uncle Laobai (Xú Zhēng) solemnly interprets "What is a gentleman", but at the critical moment, he is killed by the witty and childlike words of a cute little girl, full of wisdom and cuteness in life. In the preview of the movie "Love Myth", both the bright colors and the wise and interesting lines create a unique Shanghai-style temperament and a relaxed and humorous atmosphere, so that the audience can feel the relaxed festive atmosphere at the end of the year in advance.

As a heavyweight in the Chinese film industry, Xú Zhēng shuttles between works as an actor, producer and director, and is also willing to foster new directors. Different types of film works, such as those produced by its producer, all performed well, among which Dying to Survive achieved a double harvest of box office and word of mouth. This time, she teamed up with Shao Yihui, a post-90 s female director, to put the story in the ordinary streets of contemporary cities, tell the story from a life-oriented perspective, and use wisdom and humor to resolve the confrontation in interpersonal relationships.

The film "Love Myth" won two awards in one fell swoop in the venture capital film plan of the FIRST Youth Film Exhibition in 2020. As a female director, Shao Yihui described a landscape-oriented city in the script, and went deep into the attic of the alley to observe the real and lively life of the city at close range. As the director and screenwriter of the film, Shao Yihui said: "I have lived in Shanghai for six or seven years, and sometimes I feel more familiar than my hometown. Because when you are in your hometown, you actually don’t deliberately perceive the environment around you, because you were born there, but if you are in a relatively strange city, you will be more keen or more deliberately aware of the surrounding, from people to this environment. "

Xú Zhēng’s interesting interpretation of the relationship between Shanghai uncle Ma Yili wuyue Ni Hongjie becomes a mystery

Xú Zhēng, as one of the outstanding representatives of Shanghai-style actors, has contributed unforgettable screen images in many film and television works. Whether it is Cheng Yong, a shrewd philistine in Dying to Survive, or Mr. Xu, who is deeply puzzled by middle age in the "Embarrassing Series", it is enough to make the audience feel Xú Zhēng’s exquisite control ability for strong emotional figures. In the new work, Xu Zheng changed his old image and played an ordinary urban uncle. When talking about why he starred in this new work, Xú Zhēng said: "I think it is rare to come across a play with such a real sense of life. It has a lot of life details and life scenes, and it is very friendly with the urban temperament. "

In the noisy atmosphere at the end of the year, Xú Zhēng joined hands with many Shanghai-style actors to create a colorful picture of urban life. Although Ma Yili, wuyue and Ni Hongjie caught a glimpse in the trailer, the exquisiteness and amorous feelings of modern urban women have been vividly described. With the announcement of the film official, the film side also revealed more information at the same time. The six stills released by the film official explained love, marriage and friendship respectively. The caption of Xú Zhēng and wuyue’s stills reads, "Marriage, neglect consumes her more than cheating." The caption of Ma Yili and Ni Hongjie’s stills is, "Surprise, the round table can not only negotiate, but also appreciate each other." With the diversification of social environment and social life, contemporary people have a deeper understanding of the interpretation of "relationship". The relationship between several female characters in the film makes people have more room for reverie, and they are also full of expectations for the collision of several actresses’ acting skills.

　　Beijing, Sept. 11 (Reporter Li Jinlei) The upcoming "Eleventh" holiday is very special, not only overlapping with the Mid-Autumn Festival to form an eight-day super golden week, but also the last legal holiday this year under the normalization of epidemic prevention and control, and the people who have been spoiled are enthusiastic about traveling.

　　To this end, the tourism industry has made great efforts to "grab people", online travel companies have started a subsidy war, and offline tickets have set off a wave of price cuts in scenic spots. One of the most economical National Day Golden Week is coming out, and netizens shouted: Really fragrant!

　　Huahai data map. Du Peibing

　　“Subsidy war"begin shooting

　　Since the opening of cross-provincial tourism in China, the tourism industry has accelerated its recovery. The industry predicts that the long-suppressed travel demand is expected to be released in the "Eleventh" holiday, and the tourist popularity of the National Day holiday will reach its highest level this year.

　　On September 10th, "Wu Zunyou’s response to whether it is safe to travel during the National Day holiday" rushed to the hot search, which reflected how enthusiastic people were to go out to play on the 11th, and the expert’s judgment that there was no virus at the social level gave people "reassurance".

　　Nowadays, the National Day travel has entered the booking peak. In order to attract more people and seize the National Day travel market, online travel companies have come up with big moves, and the subsidy war and promotion war have quietly started.

　　Let’s take a look at how major online travel companies spend money:

　　On September 7, Tongcheng Travel released the National Day 1 billion subsidy plan; On September 8th, Flying Pig Travel announced the launch of the 10 billion subsidy plan. After the ticket subsidy in Shanghai Disneyland, there will be a rare historical low price of 199 yuan, and the ticket prices of the Forbidden City, Changlong Resort, Haichang Ocean Park and other scenic spots will also be directly reduced by 50%. On the same day, Ctrip launched the "Tourism Member Day" promotion activity, and the maximum reduction of the top ten business lines can exceed that of 1000 yuan.

　　Obviously, in the face of tourists who have been "suppressed" for more than half a year and are eager to let go of themselves, no one wants to miss the tourism enterprises who have been "rested" for more than half a year. This super golden week can be described as the key battle for the recovery of tourism.

　　"I have been crazy about ordering these two days, and I haven’t seen this scene for a long time." The owner of a Ctrip store said that the Golden Week bonus has already appeared.

　　The picture shows the Wuhan Yangtze River Bridge photographed on the Yellow Crane Tower on August 6th. China News Service reporter ZhangChang photo

　　Ticket price reduction tide

　　In order to further release the demand for tourism consumption, the National Development and Reform Commission issued the "Notice on Continuously Promoting the Improvement of the Ticket Price Formation Mechanism for State-owned Scenic Spots" in August, requesting to continue to promote the price reduction of tickets for scenic spots.

　　0 yuan, 1 yuan, 50% off … … Recently, many scenic spots in China have set off a wave of ticket price reduction or even free tickets, and they can also enjoy preferential treatment during the National Day Golden Week.

　　Among them, Hubei launched the activity of "Traveling with Love", and the A-level tourist attractions in the province were open to national tourists free of charge until the end of this year, including the "Eleventh" Golden Week.

　　From August 1, 2020, A-level tourist attractions in Guizhou Province will offer 50% discount on tickets for domestic and foreign tourists, and the discount period will be as of December 31 this year.

　　From August 1, 2020 to the end of the year, 81 state-owned scenic spots in Shandong Province, such as Taishan, Sankong and Tianxia First Spring, will greatly reduce the ticket prices, some of which are as low as 20%.

　　From September 8 to December 31, 2020, Kashgar, Xinjiang, implemented eight preferential policies for all tourists, including free admission to A-level scenic spots, preferential accommodation in star-rated hotels, and incentive policies for visiting go on road trip.

　　"Come on, come on!" All kinds of generous preferential measures are the best way to shout. This will not only greatly reduce the cost of tourists’ travel, but also stimulate people’s enthusiasm for travel. At the same time, it is expected to promote the recovery and development of local hotels, restaurants, shopping, performances, entertainment and other whole chain industries.

　　Tourists "embrace the sea" at the seaside beach at the ends of the earth. Fan Yong

　　Where are you going for the most economical Super Golden Week?

　　As scenic spots and enterprises have introduced preferential policies, this year’s National Day Golden Week is expected to be the most cost-effective holiday in recent years.

　　"Affected by factors such as the price reduction of air ticket hotels after the epidemic, the reduction of tickets in many scenic spots across the country and the promotion of travel agencies, the per capita selling price of packaged products such as National Day and group tours and free travel has steadily declined." Ctrip said.

　　According to the data of Flying Pig, the average price of National Day hotels this year has increased by 65% compared with August in summer, but it is still 30% lower than the same period last year.

　　The super golden week with high cost performance is just around the corner. What are the hottest places? Peng Liang, a researcher at Ctrip’s Tourism Big Data Lab, believes that there will be several hot tourist destinations in this year’s Golden Week, including Hainan, Yunnan, Sichuan, Shaanxi and other major tourist provinces and famous domestic tourist cities.

　　For example, Sanya’s high-end leisure and holiday properties in China are relatively strong, and it has accepted part of the demand of internalizing outbound tourism into domestic tourism. In addition, it has benefited from the relatively safer island properties and the catalytic role of Hainan’s free trade port policy, including tax exemption policy. It is expected that Sanya will still show the phenomenon of "people following the crowd" during the Golden Week.

　　In addition, the distinctive cities such as Chongqing, Xi ‘an, Kunming and Hangzhou are still hot, and the 3-5-day tour with these cities as the core has become the first choice for the mid-line National Day trip. Xizang, Qinghai, Guizhou, Xinjiang and other western routes will become the second echelon of popular destinations, with group tours, chartered tours and long-distance tours as the mainstay.

　　Where are you going this super golden week? (End)

　　Original title: Looking at the "new atmosphere" of the film industry from the strongest Spring Festival file

　　In the recent Spring Festival, an upsurge of watching movies by the whole people seems to make the whole Spring Festival the home of the film industry.

　　According to preliminary statistics, during the seven-day Spring Festival holiday, the total box office of movies reached 5.723 billion yuan, up 66.94% from 3.428 billion yuan in 2017, and the total number of people watching movies was about 144 million, up 58.9% year-on-year. Among them, the total box office of domestic films was 5.704 billion yuan, accounting for 99.66%, which is the strongest Spring Festival file in history. What is more noteworthy is that the films during the Spring Festival not only have high box office, but also most of them have gained a good reputation, which has driven the domestic film industry to present a "new atmosphere" in the Spring Festival.

　　From outstanding to full of spring scenery

　　Compared with the 2017 summer file and the National Day file, the most noteworthy thing about this year’s Spring Festival file is that the box office of the three films has exceeded 1.5 billion yuan, welcoming the spring scenery.

　　In the Spring Festival of 2018, six domestic films, Detective Chinatown 2, Catch the Demon 2, Operation Red Sea’s Journey to the West to the Daughter Country, Bears Appear and Metamorphosis and Nineteen Generations of Ancestors, included fantasy, comedy, animation and war types. Among them, Operation Red Sea’s Detective Story of Chinatown 2, Catch the Demon 2, The Bear Appears and Metamorphoses still have a good reputation. Taking Operation Red Sea as an example, it is adapted from the real event of "Yemeni evacuation of overseas Chinese", and tells the thrilling process of China Navy’s Jiaolong Commando being ordered to go to the war-torn "Republic of Evia" to rescue China citizens. The producer went to Morocco for filming, and tried to be true to many details. The plot was gripping, which not only set the best reputation for the Spring Festival movies in the past five years, but also was called "the correct way to open the modern military theme in China" by fans. This movie Douban scored 8.5, relying on good reputation, Operation Red Sea also became the strongest dark horse in this year’s Spring Festival movie, and the box office was successful. Director Lin Chaoxian said, "This time, I can say that I put everything I want to shoot in the movie. I am both a director and an audience, and the audience needs some good quality movies. "

　　As a result, a number of film history records have been broken one after another. On the first day of the release of "Catch the Demon 2", nearly 10 records such as the single-day box office champion and the first-day box office champion were refreshed in one fell swoop. "Detective Chinatown 2" broke the record of "Shameful Iron Fist" and landed at the highest box office of Chinese 2D movies. "High reputation" won a high box office, which not only responded to people’s concerns about the lack of success in China’s film market, but also put forward new requirements for the domestic film industry.

　　In the past two years, the growth rate of the domestic film market suddenly slowed down, ending the ultra-high-speed growth stage of nearly 30% in the previous five years. In this regard, it has been suggested that the development of China’s film market has touched the "ceiling", and some even think that the market demand is basically saturated. But it turns out that the answer is not the case.

　　Relevant statistics show that the total domestic box office reached 55.911 billion yuan in 2017, an increase of 13.45% over the same period of last year; Among them, the domestic movie box office has exceeded 30 billion yuan, which has already occupied an advantage.

　　Watching movies has become a "New Year custom" in the Spring Festival.

　　Behind the 5.7 billion box office transcripts, there is a new historical record of 144 million people watching movies. Ten years ago, most cinemas would choose to close on New Year’s Eve for the first day holiday. Now, with the improvement of economic level, people’s demand for cultural products continues to heat up. Every Spring Festival, cinemas become one of the most popular public places, and the popularity of cinemas in this year’s Spring Festival can be described as "prosperous".

　　Since the first day of the New Year, the film market in various places has been extremely hot. Many good seats in prime time have been booked early, and many cinemas once had a hard-to-find ticket. Statistics show that on the first day of the New Year, the national box office was close to 1.3 billion, and in the three days before the Spring Festival, the total box office exceeded 3.7 billion, easily surpassing the sum of the same period last year.

　　It is worth mentioning that in addition to first-tier and second-tier cities, the demand for cultural entertainment in small towns including county towns is equally strong, so that cinemas are "hard to find one ticket" and there is a phenomenon of extra seats.

　　One day during the Spring Festival holiday, the reporter saw in the cinema of a shopping mall in Shangcheng County, Xinyang City, Henan Province that although it was 9 pm, the audience was still in an endless stream. Before the opening of each movie, there was a long queue in front of the ticket gate. For many people, watching movies in the New Year has become a "New Year custom" for family gatherings.

　　"Bringing my family into the cinema in the New Year is mainly for fun." Mr. Li, who took the whole family to watch Detective Chinatown 2, told reporters that the improvement of the overall quality level of domestic films and the richness of creative themes in recent years are another main reason why their family is willing to go into the cinema to get together.

　　Watching movies in the New Year has become a "New Year custom", which seems to be more prominent in some third-and fourth-tier cities. Many young people who go out to work bring their consumption habits developed in big cities to their hometowns during the Spring Festival, or go with their families or call friends, which brings a market to local cinemas. In the past two years, the state has issued a series of policies to promote the construction of digital cinemas in county towns, giving strong support of "real money and silver", which has also accelerated the construction of cinemas in county towns, and the gap between the viewing experience of newly-built cinemas and first-tier cities is getting smaller and smaller. "Behind the fiery Spring Festival movie market, it reflects the continuous improvement of film quality in China and people’s higher pursuit of cultural consumption." Zhu Chunyang, director of the Media Management Institute of Fudan University, said.

　　New upgrade of film derivatives market

　　Although the box office of movies has blown out, the recovery of movie costs is not entirely dependent on the box office. Film derivatives have gradually become an important supplement to the film industry.

　　Compared with "Riding the Wind and Breaking the Waves", which stood out in the field of derivatives in last year’s Spring Festival, this year’s Spring Festival movies released their own special products early to attract the attention of the film, and the popularity of the box office directly led to a new upgrade of the film derivatives market. Whether it’s the adoration of Hu Ba in Catch the Demon 2, the custom-made huanghuali wooden detective umbrella in Tang Tan 2, or the wall-mounted speaker in Girl Country, it’s amazing.

　　Catch the Demon 2, which focuses on family fun, took the lead: After the warm-up of the theme activity of "Hu Ba takes you around Halloween" held in collaboration with Guangzhou Changlong Paradise, on January 24th, McDonald’s joined hands with Catch the Demon 2 to open the theme restaurant of McDonald’s Qingshui Town (the main scene of the movie) in China. After more than two years, this little demon, which looks like a white radish, reappeared and still sprouted up all over the country.

　　Both inside and outside McDonald’s stores are decorated with movie elements, and all offline stores will have elements of "Demon King" Hu Ba, such as the sign of Hu Ba taking photos, the picture of Hu Ba wishing everyone a happy New Year posted at the door of the store, and the image of Hu Ba also appears on the ordering table. At the same time, McDonald’s has also introduced a series of new products of "demon" in the Spring Festival, such as Xinghubao, Tuanyuanbao, Xiaofu Baoji Pai, and Lime Yaoge Drink, so that movie lovers among customers can enjoy the all-demon feast in the movie.

　　Sequel to the movie’s Chinatown Detective 2 also started with eating, and joined hands with Pizza Hut to choose the special concept of "family banquet" at the happy reunion moment of the whole family during the Spring Festival, and jointly launched the "family banquet that will win the Spring Festival".

　　Compared with the prosperity of family movies, Operation Red Sea was relatively restrained, and only introduced tonal derivatives such as hand-made by soldiers and knives.

　　In fact, domestic film derivatives have not appeared for a long time, and they officially entered the public eye in 2015. In addition to audio-visual products, stage plays, TV series, paper publications, electronic games and other related products based on film authorization, there are also related products such as movie posters, clothing, toys, food, daily necessities, theme parks and so on. Unlike domestic films, which mainly rely on box office and product placement, in Hollywood, the return on investment of films is much higher than that of box office.

　　Therefore, with the development of China film industry, the domestic film derivatives market is generally optimistic. It is worthy of recognition that the cooperation between this year’s Spring Festival movies and other well-known brands not only guarantees the quality and reputation of derivatives, but also transforms strong propaganda ability through resource replacement, which is full of new development vitality.

Wen | Xiao Mingchao-Trend Observation

Brand is the comprehensive embodiment of the competitiveness of enterprises and even the country. China brand, standing at the cusp of the changes of the times, has seized the opportunity of innovation and development, and has shown vigorous vitality in the new round of industrial revolution. China enterprises, which have the courage to break through and pursue Excellence, are anchoring high-quality development and constantly pushing brand competitiveness, reputation and influence to a new level.

In order to track the changes of China brand in consumers’ lives and explore the development path of China brand, Zhimeng Consulting Agency published "Distance and Path-Investigation Report on China Brand Consumption Behavior" and "Trust and Breakthrough: Research Report on China Brand Consumption Behavior and Attitude in 2020" on the occasion of China Brand Day in 2017 and 2020, respectively, which reported the image of China brand in consumers’ minds and how to break through in the future.

On May 10th, 2023, we ushered in the seventh China Brand Day. After three years of epidemic, how did China brand develop? What factors are behind it, promoting the development of China brand? What are the inspirations behind the progress of China brand? Zhimeng Consulting released the research on the consumption trend of China brands, and launched "Stand on the Tide, Leap Forward": 2023 China Brand Consumption Trend Insight Report. Let’s take a look at the development and changes of China brands in recent years and the breakthrough direction in the future.

From "Choice" to "Fans": The weight of China brand in consumers’ life is increasing.

In recent years, China brands in many fields have been favored by consumers. In 2023, 79.9% of consumers increased their consumption of China brands, which was higher than 73.3% in 2020. Consumers of all ages increased their consumption of China brands by a large margin. Compared with 2020, the increase of China brand consumption by the post-90s and Z generations was more prominent.

The survey shows that in 2023, quality improvement, higher cost performance, national fashion elements, better understanding of China consumers and strong cultural self-confidence of the country will become the top five factors. With the improvement of comprehensive national strength, China brands are constantly pursuing innovation, paying attention to the upgrading of quality, and strengthening the publicity of brand stories. "Made in China" has shed the prejudice of roughness and inferiority, which is not only "cheap" but also "good". Chinese people are willing to cast their "trust" votes. For consumers, China brand has become the first choice in their hearts.

With the continuous innovation of brands in various industries in China and the continuous construction of brand culture, consumers’ impression of China brand in 2023 is no longer limited to "good quality" and "practicality", but consumers’ perception of China brand includes "profound cultural background", "ingenious manufacturing", "trustworthy" and "reliable quality", which shows that the soft power and hard power of China brand have been recognized by consumers.

"Promotion" and "Joint Force": Five Driving Forces of Brand Development in China

Looking back at the rise of China brand, the driving force not only comes from the deep participation of Chinese enterprises in the background of economic globalization, but also lies in the driving force of their own development, including the leading of well-known brands, the diversification of brand innovation, the rise of regional brands, the development of new consumer brands and the creation and guidance of brand consumption atmosphere.

Driving force 1: The influence of leading brands has increased, which has promoted consumers’ love for China brands.

According to the survey, with a score of five out of ten, consumers’ overall love for China brands reached 4.17 points. Among the nominations of China brands that consumers like, leading brands in industries such as Huawei, Xiaomi, Haier, Midea, Anta and Li Ning are included. The influence of well-known brands in various industries has also promoted consumers’ love for China brands.

Driving force 2: Diversified innovation of brands has enhanced consumers’ trust in China brands.

Whether it’s focusing on the national trend, excavating traditional culture, "replacing" international brands through cost performance, or even innovating through hard-core technology, Chinese people’s brand confidence in China is quietly growing. China brand’s innovation breakthrough in product strength, cultural strength, development strength, innovation strength, influence and other aspects has made consumers’ trust in China brand continuously improve.

Driving force 3: New consumer brands inject innovation vitality and promote the development of China brands.

With the diversification of consumer demand, consumers tend to buy brands with uniqueness and individuality. Therefore, in recent years, many emerging new consumer brands have attracted more and more attention, broadening the boundaries of China brands and injecting innovative vitality into China brands. According to the survey, in 2023, 89.6% of consumers have bought new consumer brands, especially on the Internet platform, and many new consumer brands have achieved a certain penetration rate.

Driving force 4: The rise of regional brands has become a new force to promote the development of China brands.

According to the survey, more influential brands in the region have become consumers’ first choice, and 60.6% of consumers have bought characteristic brands in many regions in the past year, an increase of 10% compared with 2020. The development of Internet e-commerce and express delivery service has broken the regional consumption restrictions, making more China brands from the region enter the consumer’s field of vision and become a new force for brand development in China.

Driving force 5: The shaping of brand consumption atmosphere has played an important role in guiding brand consumption in China.

According to the survey, 65.7% of consumers’ perception impression of China brand comes from the central media, which benefits from the authority and appeal of official endorsement. For example, CCTV launched the "Brand Power Project", Xinhua News Agency launched the "National Brand Project", Zhongtian Cat launched the national tide plan on the e-commerce platform and this year’s "China Flow Plan", and online platforms such as short videos and social media promoted the brand to be further perceived by consumers.

"Upward" and "Leap": Suggestions on the Development Strategy of China Brand in the Next Stage

With the diversification of consumer demand, consumers put forward more requirements for brands. According to the survey, only 13.5% of consumers look for specific brands and generally do not change them. Therefore, how to win the long-term development of China brands is full of opportunities and challenges.

Strategy 1: Work hard on distinctive personality, lifestyle, values and cultural connotation.

The survey shows that distinct brand ideas and attitudes, advocating consumers’ favorite lifestyle, positive values and rich cultural connotations and stories are the reasons for consumers to continue to love and choose.

In this era of rapid information dissemination and fierce competition, the brand’s unique proposition, advocated values and cultural values are becoming more and more important. If China brand wants to be welcomed by consumers and has a large number of loyal fans, it needs to work hard from its distinctive personality, lifestyle, values and cultural connotation to find a resonance point with consumers.

Strategy 2: Maintain the long-term stability of the brand’s own image

Brand loyalty is a key indicator to measure brand power, but how can we win brand loyalty? The research shows that the long-term stability of the brand’s own image, maintaining the brand’s initial intention, sincerely solving problems, stabilizing product quality and consistency of brand concept are the keys for the brand to maintain the long-term loyalty of consumers.

Therefore, for China brands, how to integrate and spread around the core values of the brand, listen to consumers’ opinions when the brand is upgraded and refreshed, and ensure the stability of product quality through establishing a good management system are all long-term tasks.

Strategy 3: continuous quality improvement, technological innovation and innovation around consumer demand

In recent years, brand building in China has entered the fast lane, and in the rapid development, quality assurance is always the primary goal of brand building. 45% of consumers expect the quality of China brand products to improve, 44.2% expect the products to have scientific and technological content, and 42.6% expect the products to be innovative in meeting the needs of life. Therefore, China brand still needs continuous quality improvement, technological innovation and innovation around consumer demand.

Strategy 4: Practice social responsibility, strengthen consumer’s individual expression and scientific and technological innovation.

The survey found that consumers will increase their goodwill towards brands by participating in social welfare and sustainability issues, emphasizing individual expression, having scientific and technological innovation elements and creating content worth sharing. Visible, China brand wants to have a better development in the future, in addition to strict quality control, in the brand value level can win the favor of consumers through high social responsibility, strong emotional resonance and new scientific and technological innovation ideas.

Although China brand has made progress in stages, it still faces many challenges. In the future, how to further enhance the competitiveness of China brand, promote the high-quality development of China brand and tell the story of China well will become the breakthrough direction of China brand in the next stage, which is not only the expectation of Chinese people, but also the mission of every China enterprise.

1905 movie network news On April 14th, the "Good News" was released in Weibo, announcing that the movie key was postponed to May 17th, and the postponed poster was released.

The film Umbilical Cord is produced by Yao Chen and her husband, and directed by a young director. It tells the story of musician Arrus accompanying her mother with Alzheimer’s Harmo’s disease back to the grassland and taking her to find her "home" in her memory.

On the delayed poster, the film also wrote its own expectation: "Leave some space for warmth and tranquility, and hope that Umbilical Cord can bring comfort to more audiences."

　　As the main office of the president of the United States, the furnishings of the Oval Office of the White House often have the personal styles of different presidents, and each president will change the decoration and furnishings of the office when he takes office.

　　"For President Biden, walking into a ‘ Like the United States ’ It is very important for the oval office to begin to show what kind of person he will be as president. " Ashley Williams, deputy director of the Oval Office, said this in an exclusive interview with Washington post.

　　After the Oval Office welcomed its new owner Biden on January 20th, what changes have taken place in its furnishings?

　　The Oval Office after Biden took office. All the pictures in this article are images of surging waves.

　　What is the significance of the new statue?

　　According to a report by the British Broadcasting Corporation (BBC) on the 21st, after Biden took office, the portrait of andrew jackson, the 7th president of the United States, in the Oval Office is gone forever. Jackson was also considered a populist, and Trump spoke highly of Jackson publicly.

　　Jackson’s portrait is located on the left side of the president’s desk and has been replaced by Benjamin Franklin’s portrait. Franklin was not only one of the founding fathers of the United States, but also a famous writer, scientist and philosopher. Washington post said that hanging Franklin’s portrait was intended to show Biden’s respect for science in responding to the COVID-19 pandemic. There is a moon rock next to Franklin’s portrait, which also expresses the same meaning.

　　Busts of Martin Luther King Jr., the leader of the American civil rights movement, and Robert Kennedy, a former attorney general, were placed on both sides of the fireplace opposite the desk. It is said that Biden often mentioned their influence on the black civil rights movement. There is also a bust of Rosa Parks, a black woman known as the "mother of the civil rights movement" in the office. In 1955, Parks refused to give up his seat to white people on the bus, and a series of subsequent events were considered as the prelude to the civil rights movement.

　　A bust of Rosa Parks.

　　Above the fireplace hangs a huge portrait of franklin roosevelt, the Democratic president who led the United States through the Great Depression and World War II. Other portraits include several founding fathers of the United States: the first President George Washington, the third President Thomas Jefferson, and the first Treasury Secretary alexander hamilton. The portraits of Jefferson and Hamilton are paired together to express, in the words of Biden’s office official, "the importance of different opinions to democracy within the guardrail of a Republic." Also placed is a portrait of former President abraham lincoln. It is reported that the portraits of Roosevelt, Jefferson and Hamilton are newly added.

　　The figure in the largest photo in the middle is Roosevelt, and from the top left, Washington, Lincoln, Jefferson and Hamilton are counterclockwise.

　　On the table behind Biden, besides family photos, there is also a bust of César Chávez, a Mexican-American labor leader who fought for the rights and interests of farm workers in the 1960s and 1970s. CNN reported on the 21st that the bust of Chavez entered the oval office on the same day as Biden proposed the reform of immigration law, which aims to provide a path for nearly 11 million immigrants who live in the United States but have no legal status to become American citizens in eight years.

　　A bust of Cesar Chavez and a photo of Biden’s family.

　　Drinks, pens and chairs have all been changed

　　The president’s desk in the Oval Office is "Resolue Desk", which Biden chose from six presidential desks. This desk was presented by the British government to the American government in 1880, and the wood used was from the British navy’s three-masted rescue ship "Perseverance". Trump also used this table when he took office, but the new two sets of items on the table clearly reflected the fact that the president changed people: a set of tea cups and saucers, and a box of pens for signing orders.

　　Trump loves to drink diet coke. It is reported that he has a button in the Oval Office to ask others to bring him coke. Few people photographed him with a cup or coffee cup. CNN said that Trump has long liked to sign official government documents with a thick black marker, just like the signature style of a star.

　　On January 20th, when he signed the executive order, Biden sat in a brown leather chair in Zhang Shen. When Trump was last photographed in the Oval Office, there was a heavy reddish-brown executive chair in the office. This is very similar to or even identical to the seat that Trump used in his private office before he took office.

　　At the beginning of 2017, Trump brought golden curtains and carpets when he took office, but these things left with their owners on January 20, and returned to the office with the dark blue carpets and dark gold curtains when Clinton was president. The American flag and the presidential flag have also replaced the flags of different departments of the army.

　　When Churchill disappeared, Johnson made a low-key response.

　　After Biden took office, the bust of former British Prime Minister Winston Churchill also disappeared. Churchill was originally lent by the British government to George W. Bush, and Obama took office to remove it. Boris Johnson, then mayor of London and now British Prime Minister, accused Obama of saying that "presidents with Kenyan ancestry have an ancestral dislike of the British Empire". After Trump took office, he moved Churchill back. It was not until the Democrats regained control of the White House that Churchill was invited out of the White House again.

　　This time, Johnson’s attitude towards the removal of Churchill was quite different from last time. Johnson’s spokesman said: "The Oval Office is the private office of the President, and it only needs to be decorated by the President according to his own wishes."

　　　　　　 CCTV News:

　　　　　　 ["Great Wall Action" is successful] Combating telecommunication network fraud "although far away, it will be punished"

　　　　　　 According to CCTV-13 news channel Oriental Time and Space, at 7 o’clock in the morning on June 7, 94 Taiwan Province criminal suspects who pretended to be the staff of public security organs to commit telecommunication network fraud were escorted back to China from Spain by our police. So far, the "Great Wall Action", which lasted for nearly three years, was jointly launched by China and Spanish police to crack down on cross-border telecommunication network fraud. As of the 7th, the Ministry of Public Security organized charter flights for three times to bring back 225 people, including 218 from Taiwan Province. On the 7th, these 94 suspects were escorted back to China from Spain by Chinese police. The cases involved occurred in Beijing, Jiangsu, Zhejiang and Guangdong respectively, and the case-handling departments of the police in these four provinces and cities immediately took away the relevant persons involved.

　　　　　　 This is the first time that China has brought back the suspects of telecommunication network fraud from Europe on a large scale, and this "Great Wall Action" has lasted for a long time, dispatched a large number of police officers and extradited a large number of people for the first time in the history of law enforcement cooperation and extradition among countries in the world.

　　　　　　 The "Great Wall Action" is the first time that China and European countries have jointly launched a police law enforcement cooperation action to crack down on telecommunication network fraud, which shows the determination of Chinese police to crack down on telecommunication network fraud. The relevant person in charge of the Ministry of Public Security said that the public security organs will continue to push forward the special campaign to crack down on telecommunication network crimes, strengthen international and regional law enforcement cooperation, continue to carry out crackdown actions, smash domestic and foreign fraud dens, and bring criminals to justice. At the same time, the public security organs also reminded the masses to enhance their awareness of fraud prevention and avoid being deceived.

　　　　　　 [2019 National College Entrance Examination] 10.31 million candidates entered the examination room.

　　　　　　 According to CCTV-13 news channel Oriental Time and Space, the number of applicants for the college entrance examination has reached a new high this year. The total number of applicants, excluding the enrollment expansion of higher vocational colleges, reached 10.31 million, an increase of 560,000 over last year. This is the second time that the number of applicants for the college entrance examination has exceeded 10 million after 10.2 million in 2009. There are about 7,500 test sites and 310,000 examination rooms nationwide this year.

　　　　　　 This year, the Dragon Boat Festival and the first day of the college entrance examination met. In addition to wishing the candidates high school in one fell swoop with the kindness of Zongzi, in fact, the dragon boat race on the Dragon Boat Festival may give children more practical enlightenment. A hundred battles are fought first, but in addition to doing our best, we have to rely on the cooperation of our partners, Qi Xin, so that this boat can row faster, and so will our future life. It is certainly beneficial to establish a lead when starting, but it does not mean that it must be the final winner. The college entrance examination is an important test at the starting point of life, but it must not be the most difficult, because it has standard answers after all. Only by maintaining concentration, endurance and momentum at each stage can we get closer and closer to our goals. Bless all the candidates on the road.

　　　　　　 [There are many highlights in Chinese test questions] Feel the value of the composition questions in the college entrance examination.

　　　　　　 According to CCTV-1 comprehensive channel "Evening News", there are 8 papers and 9 essay questions in the national college entrance examination this year. Although each topic has its own emphasis, almost all of them involve major themes of the times. For example, in the essay test of Volume II of the country, "Youth takes the lead, and a strong country has me", five landmark historical nodes, namely the May 4th Movement, the founding of New China, the reform and opening up, the 100th anniversary of the May 4th Movement and the 100th anniversary of the founding of New China, are selected to guide candidates to experience history and think about the future, and to encourage them to continue their struggle consciously. The essay topic of Beijing volume is divided into two types: argumentative essay and narrative essay, in which the narrative essay is entitled "Color of 2019" and the argumentative essay is entitled "Resilience of Civilization", which inspires candidates’ sense of responsibility and mission in the grand background of the development of the times.

　　　　　　 No matter "love labor, start with me", or a strong country with me and national rejuvenation, the most striking feature of today’s college entrance examination essay topic is to let candidates have something to say, show their critical thinking ability in expressing their true feelings, and pursue the meaning of life in expressing their aesthetic demands. College entrance examination composition is not an ordinary composition, and value guidance is an important duty: not indulging in personal narrative, but caring about steaming life; Instead of staying in the hollow lyricism, we are more concerned about the people around us, the hot land under our feet and the future of the country. At the same time, students can stimulate a strong feeling of home and country and a deep sense of responsibility for the times, which is the key to this year’s college entrance examination composition.

　　　　　　 [My China "Heart"] The Beidou spirit shines in space.

　　　　　　 According to CCTV-13 news channel "Chao Wen Tian Xia", satellite navigation system is an important information infrastructure for national security and economic and social development, and it is also an important symbol to measure a country’s comprehensive scientific and technological strength. In the past, only a few developed countries mastered this cutting-edge technology. At present, the Beidou satellite navigation system under construction in China is progressing smoothly and it is planned to provide services to the whole world in 2020.

　　　　　　 From Beidou-1 providing services to China, Beidou-2 providing services to the Asia-Pacific region, and now Beidou-3 starting the global service process, from catching up to running ahead, China Beidou people have achieved an "amazing leap" in the field of satellite navigation in just over 20 years.

　　　　　　 In the interview, what impressed the reporter the most were several generations of Beidou people, who have been persistent and passionate about this cause for more than 20 years. Because they deeply know that only by having their own technology can they not get stuck in the neck at critical moments. "Independent innovation, unity and cooperation, overcoming difficulties and pursuing Excellence" is their Beidou spirit. It is this belief that the China Beidou Project, which is developing rapidly, is becoming a beautiful business card with a world-renowned reputation.

　　　　　　 [Holding a group to support the elderly] A different life for the elderly living alone

　　　　　　 According to CCTV-13 news channel "24 Hours", what kind of impression does it usually give people when talking about elderly people living alone? Lonely, helpless, or similar adjectives? In Kobe, Japan, there are seven women with an average age of 76, who are trying to make a difference in living alone.

　　　　　　 In order to take care of each other, the old people moved to the same apartment building, but in order to respect each other’s personality and independence, they usually live their own lives behind closed doors, but seven people help each other as a group. They call this a group to support the elderly, and they also give their own group a name called "All Seven Groups". Since its establishment 11 years ago, "each group of seven people has now become a well-known pension group in Japan.

　　　　　　 Everyone will grow old, and the laws of nature cannot be reversed. When people get older, they may face the double impact of physical aging and spiritual loneliness. How to face the matter of getting old is a topic left by life for each of us in our later years. Today, we have seen a way to provide for the elderly with a quality of life in later years, that is, holding a group to provide for the elderly. This way not only allows the old people to take care of each other when they need it, but also allows them to accompany each other mentally. Let’s have fun, play, play and sing, read and talk together. Life and soul are both full, and the old time can be colorful. (Editor in Charge/Liu Shan)

In the grand blueprint of modern urban construction, shield machine, a technical miracle, plays an indispensable role. It is a kind of large-scale construction machinery specially used for underground tunnel excavation. With its characteristics of high efficiency, accuracy and safety, it plays a vital role in the construction of infrastructure such as subways, tunnels and underground pipelines.

The core function of the shield machine is to cut the soil or rock in front by rotating the cutter head, and at the same time transport the excavated materials out of the tunnel through the conveying system inside the fuselage. This kind of machinery is exquisitely designed, which can work stably under complex geological conditions, reduce the interference to the surrounding environment and ensure the construction safety.

There are various types of shield machines.According to different geological conditions and engineering requirements, different types of shield machines can be selected. For example, for soft soil stratum, EPB shield machine is usually used; For hard rock stratum, it is more suitable to use hard rock shield machine. These different types of shield machines have their own characteristics, but they all aim to improve the construction efficiency and quality.

In the field of real estate, the application of shield machine directly affects the development and utilization of underground space. With the acceleration of urbanization, the rational utilization of underground space has become the key to improve the comprehensive carrying capacity of the city. The use of shield machine not only accelerates the construction of underground traffic network, but also provides technical support for the development of underground space with commercial and residential functions.

In addition, the environmental protection performance of shield machine in the construction process is also one of the reasons why it is highly respected. By accurately controlling the excavation process and processing the excavated materials in time, the shield machine can effectively reduce the impact of construction on ground traffic and surrounding buildings and reduce environmental pollution.

In a word, as an important tool in modern urban construction, shield machine’s technological progress and wide application are of great significance to promoting the sustainable development of the city. With the continuous innovation of technology, shield machine will continue to play its unique value in the field of real estate and infrastructure construction.

Through the above table, we can clearly see the applicable scenes and characteristics of different types of shield machines, which is helpful for engineering decision makers to make more reasonable choices in practical application.

Special feature of 1905 film network The pre-sale of the Spring Festival stalls has become more and more fierce, and each film party has almost come up with its own killer.

As of press release on January 17th, the pre-sale box office of seven films in the Spring Festival file broke 220 million, among which the box office on the first day of the New Year’s Day reached 180 million, ranking the top three.

For the Spring Festival in 2023, everyone agrees that it is the most diverse one in history. From science fiction to suspense, from comedy to spy war, and from sports to animation, it covers almost all the theme types on the market and has a lot to watch.

After all, judging from the past Spring Festival archives, genre differentiation is particularly important for the large archives. In the past two years, the comedy films that have been attacked, or the previous "dark horses", have all been proved.

In addition to the stable output of "Bears Come and Go with Me", other films have almost been officially announced, and they have tried their best to convert them into the number of people who want to see before the pre-sale and the box office results of today’s pre-sale. So, from these publicity actions, what did everyone do?

The first round of official announcements has its own highlights and positioning as the key.

For film publicity, the first wave of publicity is particularly critical. After all, this is the first impression of the film from the outside world.

In the Spring Festival movie, "Wandering Earth 2" was officially announced as early as the end of 2020, and said that the previous work was the first film in the Spring Festival in 2023. The follow-up of the film really started the propaganda work, which was announced on August 15, 2022, and then the corresponding preview materials were released.

After the first wave of materials, the number of people who want to see "Wandering Earth 2" in the lighthouse and cat’s eye professional edition has increased significantly.

In the early publicity of Wandering Earth 2, several poster materials and two previews were released, all of which emphasized the eschatological setting of science fiction in the film. The previous work is regarded by the outside world as a work that opens the door to science fiction in China, so this IP continuation focuses on the visual wonders of national pride.

It cannot be ignored that the concept of posters is very clear. As for the preview, the first one explained the background of the story very clearly, and then the second one made the audience wonder what the purpose of the film was. Compared with other films, the longer publicity period of Wandering Earth 2 is enough for it to have a try.

And both officially announced the finalization in January 2023. From almost all the material content, these two films are grasping the uniqueness of their genre.

"Exchange of Life" focuses on "comedy+family fun", which is different from other types of films at that time. The atmosphere conveyed by the preview and poster is in line with the comedy atmosphere of the Spring Festival file.

Especially in the hot search feedback, the core topic is frequently searched. On the one hand, this is the second film to break into the Spring Festival file after it, which has attracted much attention in the early stage.

In the past two years, Hi, Mom has become a breakthrough in the market with the mode of "comedy+family fun" and ushered in a turnaround against the wind. "Exchange of Life" was highly anticipated by the industry in the early stage. At the same time, since the official announcement, the number of people who want to see it has been hovering in the third and fourth places. For a film without IP and no topic actors, this data has great dark horse potential.

China Ping-Pong’s Jedi Counter-Strike reaches the audience through the hot topic of sports. Just like the subtitle of the film title "Jedi counterattack", the preview and materials in the early stage of the film are the main emotional point, which arouses the audience’s mood of watching movies.

On the contrary, Unknown and Manjianghong have embarked on another tonality.

Although "Man Jiang Hong" is a director’s work, after the publication of the schedule, it was not the main theme. Instead, it focused on the "strongest cast", and the whole publicity cycle lasted for more than a week from actors to roles. Although the similar content has been expanded repeatedly, it proves the sinking of this method to some extent that we want to see the crazy increase and decrease of the index and win the crown for several days in a row.

"Nobody" is the most mysterious. By announcing the schedule at the New Year’s Eve party, there were hardly many Reuters in the early stage, and even the previews and posters were made for everyone to "don’t rush" and finally slowly emerged.

This "mystery" began long ago, and it was the first time to announce the main lineup through magazine reports, which seemed to be playing a very new way of publicity. This series of operations, on the contrary, attracted enough curiosity for this film, as well as the topic of actor transformation, which provoked fans’ preference.

There is also the animated film Deep Sea.Two years ago, animated filmsLegend of DeificationByNezha: Birth of the Demon ChildThe topic of "Deep Sea" received good attention and high pre-sale before the screening, but "Deep Sea" from the same producer did not use it as a propaganda point, and even did not take the director’s previous work excessively.Return of the Great Sage of Journey to the WestAs a stunt, but from the perspective of animation technology, trying to attract the attention of the audience in a new form.

On the whole, Wandering Earth 2′ s IP effect and the advantage of advance booking make it the most wanted movie. "Man Jiang Hong" and "Unknown" followed closely. The pre-sale results of these three films are also in the top three, almost the same as each other.

Double preview becomes a trend, short video becomes the main force.

At the same time, the release of double previews has become the standard for some films in this year’s Spring Festival. This is true of the two male main films, including Wandering Earth 2, Man Jiang Hong and Nobody.

On the same day, "Wandering Earth 2" released the role previews of Jason Wu respectively. From the content point of view, it recycled the grand world outlook before and gradually showed the family background of these two characters. This feeling of going home from the country happened to be the magic weapon for The Wandering Earth to go out of the circle before. Now, the emotion has been continued and sublimated. At the same time, the two protagonists have been completely combed and the outside world’s cognition of them has been completed.

"Man Jiang Hong" has a vague concept about two actors, especially the former has a strong comedy label. Although the film type is clearly suspense and comedy, all kinds of materials in the early stage are full of suspense, except for comedians, there are few related elements.

The two character previews properly introduce the character identity and sort out the tonality of the characters, so that the audience can gradually understand and clarify the genre and style of the film.

After "Nobody", a super commercial film, made everyone wait, it released two preview contents as soon as it came up, proving its commercial significance from multiple dimensions. What is puzzling is that this film has never exposed too many actors’ lines, but only made clear the type of spy war.

For the promotion of a film, enough material content can make the film more exposed, and at the same time, it is rare to release two preview contents in the past film promotion. This year, we can also see the richness of each content.

In addition, the publicity of various video materials this year has moved to another stage of the whole film industry — — There are fewer and fewer materials for the studio special, and the short video platform becomes the main battlefield of the studio tidbits.

With the change of people’s habit of watching videos, the footage of the studio is gradually reduced to short videos, which appear in the form of short, flat and fast. On the one hand, these contents spread on the short video platform and can reach the audience more accurately through the big data of the platform, thus attracting attention.

For example, "Exchange of Life" takes Zhang Xiaofei as the key point, and gets high attention by her interaction with other actors on the set and her friends’ visiting classes. The latter’s visiting classes become the traffic responsibility in the short video of the Spring Festival movie.

In the early stage of "Man Jiang Hong", the release content was mostly related to the role setting, and it was passed down in the same vein as other materials. With the later stage of publicity, more Shen Teng-based studio content was exposed, and at the same time, the comedy elements of the film were constantly strengthened, which catered to the idea of "suspenseful enough, laughing at the end" in the later stage of the film.

OST communication is the key to post-post-word-of-mouth guidance

This year’s Spring Festival file seems to be discussed by all the filmmakers, and the overall rhythm is similar. Almost all music marketing has been put behind. Except for one content released in the early stage of Deep Sea, other films were released one by one after the pre-sale.

On the day of the pre-sale, Wandering Earth 2 and Exchange of Life both released related songs, the former came from "ost" professional households, and the latter was a collective cover of the founders.

"Nobody" has maintained its mysterious temperament, just like the lyrics in its song of the same name, "I might as well wait a little longer", which hangs everyone’s expectations. Although the publicity mode of "Nobody" is controversial, it is still very direct and effective for the actor’s fan base.

At present, the war of music marketing has not really started, such as "Man Jiang Hong" and "China Table Tennis Jedi Counterattack".

In addition, among the Spring Festival films, Man Jiang Hong and China Ping-Pong Jedi Counter-Strike were the first to be shown in public, and have released the corresponding reputation, becoming the "pioneer" in the schedule; In addition, the animated film "Deep Sea" opened the IMAX screening of 100 cities on the 19th in advance, and the first round of word-of-mouth will also be the key to the film’s subsequent counterattack.

Only at present, many films have not exposed the relevant deeper plot content. In the future, with the release of the film, from plot emotion to word of mouth, it may become the key to the long-term box office of the film.