标签： 新上海龙凤

The Palace Museum and Tencent have reached a new strategic cooperation to further support the construction of the ＂Digital Palace Museum＂

　　On September 16, 2019, the Palace Museum and Tencent jointly signed a deepening strategic cooperation agreement. In the next three years, the two sides will focus on scientific and technological applications and academic innovation. Through "digitalization + cloudification + AI", they will further contribute to the construction of the "Digital Palace" in the fields of digital collection of cultural relics and cultural research. At the same time, the two sides will also join hands with China Radio and Television Network Co., Ltd. to explore the creation of a content model combining 5G and new merchandise in the drama "The Forbidden City is Like a Dream".
　　Wang Xudong, director of the Palace Museum, said that current digital technology is driving a broad and profound "digital transformation" in the whole society. The Forbidden City’s 20-year digital exploration has achieved initial results, but to build a more comprehensive and in-depth digital Forbidden City, there is a long way to go, and more excellent partners are needed to walk side by side.
　　The signing of this deepening strategic agreement will open a new stage of cooperation between Tencent and the Palace Museum "Culture + Technology". In the past three years, based on the platform of the "NEXT IDEA" Youth Creative Competition, the two sides have jointly promoted the deep integration of traditional culture and digital creativity, and started with games, animation, music, tools, etc., to help excellent traditional culture "come alive". In the past three years, more than 20 product teams of Tencent, together with the research experts and digital teams of the Palace Museum, have jointly developed and implemented more than ten projects with influence in the cultural and technology industries. Interpret the historical and cultural information contained in the buildings and cultural relics of the Forbidden City in a way that young people like, including the "Play the Forbidden City" map guide Mini Program, the "Forbidden City: Pocket Palace Craftsman" WeChat mini-game, the Forbidden City QQ emoji, Miracle Nikki – the theme of the traditional clothing of the Forbidden City, Tiantian P map – the makeup change program of the "Forbidden City National Treasure Lip Gloss", the ancient painting will sing music album and other excellent masterpieces. Among them, the Forbidden City Nanqian historical comic "Echo of the Forbidden City" hit the hot list as soon as it was launched, and was deeply loved by young people.
　　Assist in the construction of a digital cultural repository and explore the deep digitization of the Forbidden City
　　According to the agreement, in the next three years, Tencent will provide financial and technical support to provide more substantive support for the digital protection of cultural relics of the Palace Museum. The two sides will jointly study the technology of digital collection, storage and display of cultural relics. It is expected to complete the high definition image collection and refinement of 100,000 cultural relics, and jointly promote the establishment of digital collection industry standards.
　　At the same time, Tencent Cloud will provide technology and platforms to assist the Palace Museum in operating and upgrading the digital cultural relics library, provide the public with better digital resource open services, jointly enhance the cultural relics retrieval ability of the digital cultural relics library, improve the picture copyright protection mechanism, and formulate "Cloud as a Service Standard for Cultural and Expo Industry" around the cloud storage, operation and maintenance, and cloud data disaster recovery needs of the digital cultural relics library.
　　In addition, Tencent’s artificial intelligence, big data, user research and other think tank experts and research teams will also conduct research on the transformation of the Palace Museum’s digital resource data and product services to provide strategic support for the construction of the "Digital Palace". The two sides will also jointly promote the exchange and training of talents in the field of "digital application of cultural heritage", hold the "Culture + Science and Technology" international forum, and invite global cultural officials, scholars, museum experts and technology and cultural enterprises to explore ways to use the power of technology to promote the inheritance and innovation of traditional culture.
　　Produced drama "The Forbidden City is like a dream" to explore 5G + new merchandise content template
　　The 600th anniversary of the Forbidden City also coincides with the advent of the 5G era. The high data rate and low latency of 5G have brought new opportunities to the content ecological revolution. The Palace Museum and Tencent will join hands with China Radio and Television Network Co., Ltd. to jointly implement the 5G + new merchandise strategic direction.
　　Produced by Tencent Pictures and supervised by the Forbidden City, "The Forbidden City is Like a Dream" will explore the innovative form of "5G + 4K ultra-high definition + interactive multi-ending + scene immersion", telling the story of young craftsmen Kuai Xiang’s participation in the construction of the Forbidden City, and promoting the spirit of Chinese craftsmen and the history and culture of the Forbidden City. Based on the new merchandise model, "The Forbidden City is Like a Dream" will explore more derivative content forms in the future, such as short videos, comics and other expressions that young people like, to convey the essence of the ancient Forbidden City and the spirit of craftsmen to young people.

　　In addition, the two sides also plan to explore the possibility of combining documentaries, big movies, and other art forms to document the Forbidden City and the ancient relics of the Forbidden City, so as to realize VR scene immersion and multi-screen interaction of movies in a 5G environment.　

Career-only Workplace Drama： Can ＂Ideal City＂ Achieve ＂Overtaking in Curves＂？

Author: a dead end

Reprinted source: a little drama reading (ID: yidianjd)

"The cleanliness of the cost table means the cleanliness of the project" and "All the time, is that right?" ….. When Su Xiao, played by Sun Li, said these words to his leaders and colleagues, the workplace drama door of the TV series "Ideal City" officially opened to the audience:

In the workplace ecology outlined by screenwriters Zhou Wei and Luo Hong, the heroine Su Xiao is no longer a "white workplace girl" with a golden finger and attached to a man step by step, and several waves of characters standing on the opposite side of the heroine also have their own calculations, instead of being a facelift "bad guy" who is mentally retarded and does not conform to the logic of the characters … The real, vivid and behavioral logic workplace side can be said to be a good impression for the early stage of the play; At the same time, the industry background with the construction industry as the entry point and the cost engineer as the entry point has also filled a blank in China’s workplace drama.

It can be said,"Ideal City" is quite stable in word-of-mouth level.Su Xiao, played by Sun Li, has the basic qualities of a "workplace employee" in terms of makeup and personnel design; The scene of old people in the workplace, led by Zhao Xiankun (Yu Hewei) and Wang Yang, fighting with young people and old cadres at the same level is more like a "career plan" full of philosophy.

Where there are people, there are rivers and lakes, and where there are rivers and lakes, there will be disputes. In this regard, "Ideal City" has basically achieved the top level of the current reputation of workplace dramas in China. It is a pity that this "Magnolia Sky Group" starring Sun Li and composed of many old and new faces such as Mark Chao, Yu Hewei, YCY and Chen Minghao (note: Sun Li, Yu Hewei, Mark Chao and director Liu Jin all won or nominated Magnolia at least once) did not get off to a good start in the market.

According to relevant data, the average daily ratings of the drama have basically stabilized at around 0.41% since it landed on 8 sets of Oriental TV and CCTV on August 12th-the ratings of prime-time files are not as good as those of "Sweeping the Black Storm" broadcast on the same platform (CCTV 8) and slightly lower than those of the family drama "Dear Mom and Dad", which also makes the drama lose face slightly. According to the data of Guduo, the highest historical popularity of the drama is 67.25, which is far from the highest popularity of the drama "You are my glory" (88.67).

Can the follow-up of "Ideal City" be "supported"? Is this workplace drama based on China architecture worth watching? Does Sun Li still have the ability to "carry drama" after Empresses in the Palace’s "Settle Down"? It is worth exploring.

"career-only workplace drama",

The "core" of Ideal City is very hard.

　　

Although there are a large number of workplace dramas broadcast every year in China, there are few works that can really stand the assessment of the word "workplace". The last workplace drama that won unanimous praise from the public was "Ordinary Glory" with the situation of "applauding without being a hit", and the last one may be "Blame You for Being Too Beautiful" focusing on the entertainment industry and targeting the relationship between brokers and artists.

The final word-of-mouth trend of "Ideal City" may not be as 8 points as its predecessors, but it is well-deserved to wander around Douban 7.5. Focusing on the construction industry and taking the cost engineer as the entrance, this is an industry ecology of workplace drama for the audience in Ideal City. In this industry ecology, the audience can initially understand what a cost engineer is. The construction of a building, what manpower and material resources are needed, and how much preparation is needed in the early stage.

"The pile is reinforced concrete, but it is built by people’s hearts." Behind every high-rise building, the most complicated thing is often not professional skills and academic cost, but the untouchable relationship between people’s minds and workplaces. For this reason, in the story of Ideal, there are not only younger generations such as Su Xiao and Wu Hongmei, who have been in the workplace for several years, but also the "Xia Ming" generation, which has lost the edges and corners of their youth and is more stable and mature, and the older generation of leaders who are deeply hidden and seemingly harmless but are full of "small thoughts".

What "circles" these people together is a top-level domestic well-known private enterprise, Yinghai Group. The company is made up of Zhao Xiankun, Wang Yang, Huang Lilin and other old backbones. Today, it has become a large enterprise with five subsidiaries. Tiancheng, where Su Xiao is currently located, and Tianke, where Xia Ming is located, belong to this company, and they are also the two most competitive subsidiaries.

Judging from the 13 episodes currently broadcast, the audience saw at least three complicated career lines in the play. One is the personal career struggle history headed by Su Xiao. Su Xiao, who lost the qualification certificate of first-class cost engineer after taking the blame for his former company, faced with all kinds of scheming in the workplace, such as being unable to find a job, being blacklisted by the industry, being "hard-working" by the leaders, being excluded by colleagues and so on.

The other is from Su Xiao’s entry into Tiancheng Company, explaining the past of the two subsidiaries, and exposing the infighting between the leadership and the river’s lake grievances for more than ten years, which is also an important foreshadowing of the play; The last one is to introduce an "audit team". The parent company seems to trust the leaders of the two subsidiaries, but in fact it is suspicious and unannounced, which also highlights the real power arena behind the group … It can be said that "Ideal City" presents a real workplace arena to the public through the creative techniques of point to face and grass snake gray line.

This arena is not only full of bureaucracy and intrigue between the old school, but also full of "tactfulness" of the younger generation based on their own ideals. I’m glad,At last, the domestic workplace drama has an "attack" scheme in which all the pros and cons have online IQ. At the same time, the interpersonal science and the dark side of human nature involved behind the workplace are all full of it.

This is the "hard core" of "Ideal City", and it is also an important reason why the play is well received by the public at present.

Behind the "kernel",

"Ideal City" also has flaws?

　　

It is undeniable that "Ideal City" is not too badly hurt in the content creation level, and even shows "workplace scheming". However, in terms of professional knowledge, this drama is just like some previous workplace dramas, and there are flaws.

First pointed out by netizens,It is the responsibility of the cost maker, which is presented by Su Xiao shortly after the opening of the drama.It is understood that in the project, the cost engineer often has a series of management and budget investment responsibilities for the project, and does not have the problems of project quality and project payment presented in the play.

In addition, the 32-gauge horse stool, the white hat worn by the construction workers, and the contract department that was the first to be held accountable after the project collapsed have all been "accused" by netizens.The details are slightly distorted, which is a subtle flaw in the content creation level of Ideal City.

Secondly, it is the rhythm and theme of the play.In the first two episodes, Su Xiao, the heroine, went on stage. After experiencing an "accident storm", Su Xiao was used as a gun by her direct leadership and became a back-burner in this incident. Then, disheartened, she called her boyfriend who had been in love for many years, and raided her boyfriend’s workplace, only to find that she was derailed and her boyfriend was "engaged" with her immediate boss … Then, Su Xiao officially started her own career path and explored the "Politburo" behind the scenes of Yinghai Group.

This seemingly harmless and logical "career opening" also exposes the rhythm and theme problems behind the play. As we all know, because workplace dramas often involve group portraits, behind the complicated events, it also reflects the creative difficulties of this kind of theme, that is, how to simply explain the industry background to the audience and quickly catch the eye in the golden opening time.

At present, at this point, The Ideal City needs to be improved. This is also an important reason why the "opening" of the play is cold and it is not getting better in the heat level at present. Can it overtake in corners? Looking at it from another dimension, this may also be a ratings test for "Empress" Sun Li.

After settling down,

Can "Sun Li" reach the top again?

　　

In the public view, Sun Li really became a household name and a TV audience sister because of Empresses in the Palace directed by Zheng Xiaolong in 2012. At that time, the drama not only became the "explosion" in the TV drama market, but also made artists such as Ada Choi, Rulu and Chen Jianbin popular and became the first choice for TV stations and variety shows. Sun Li also got the "second bonus" of his career after this drama. This is another story.

Before Empresses in the Palace, many people may not know it.Sun Li has made many well-known TV dramas, and has been nominated for Magnolia, Hundred Flowers Award and other awards.She is the peace of mind wandering between relatives and enemies, affection and law in Jade Guanyin, the pure and kind cuckoo who loves the dance career in Happiness Like Flowers, and the actress with different images but great personal charm in many works such as Love is Air, Huo Yuanjia and New Shanghai Beach.

Sun Li was very spiritual and talented in acting in her early days. Many famous directors who worked with her, such as Ding Hei and Gao Xixi, praised her for her dedication and her personal performance charm.

("Happiness is like a flower")

Empresses in the Palace, the "explosive drama", elevated it to a brand-new level, and after welcoming the second spring of the career of married actresses, doubts followed. Once, because of legend of miyue, which is similar to Empresses in the Palace’s theme but not as good as the former, her and Tamia Liu’s performances in the play were once questioned by the audience as "overexertion"; The other time was "Anjia", which starred as a screenwriter in 1966 last year. This douban score happened to be on the verge of passing the exam (6.2 points), and it was also questioned by netizens about its ability to choose plays.

The audience is critical and tolerant. Just as these two films were questioned by the market, two works broadcast in Sun Li, "Flowers bloom and the moon is full that year" and "The Story of Hot Mom", played a mediating role. Sun Li’s position as "the queen of TV viewing" and "the first sister of domestic drama" in the drama market is unshakable.

The divergence point reappears, which is the "Ideal City" currently being broadcast.Su Xiao, played by Sun Li in the play, was accused by netizens of being slightly old and in poor condition. At the same time, her acting skills were also questioned. Can Sun Li still complete the myth of "carrying drama" in the past?　

At present, hope and disappointment are 50-50. First of all, the word-of-mouth of "Ideal City" is excellent compared with the same type of workplace drama; Secondly, judging from the plot, after the "content foreshadowing" of the previous episodes, the competition of the whole power field became more and more fierce, and there were several tipping points in the middle if the film was strong; Finally, and most importantly, workplace dramas are different from other types of dramas, and they often have more advantages in reflecting realistic topics. This is also the biggest "explosion point" in the follow-up of the play.

And advantages may also become disadvantages. After all, in front of the workplace drama headed by "Ordinary Glory", it is too divorced from the workplace background of public life, and it is difficult for ordinary audiences to get it. In addition, at present, the drama market is in the second half of the summer, and various platforms have made great efforts to "play", which has also distributed some audiences of the drama to some extent. This is the pity of the play.

However, no matter what the final result is, The Ideal City is based on "realism", and the principles of high-quality creation in the workplace are still worthy of recognition. After all, in developed countries headed by Britain and the United States, the creation of workplace drama has long been a mature type, but in China this kind of theme is just the "beginning".

[Close-up] online celebrity Concert： Business of Live Broadcasting Platform and Star Dream

Standing on the stage of Beijing Workers Stadium, Wood, who performed on the stage for the first time, didn’t feel a little nervous.

There are so many people under the stage that he can’t see the faces of the fans who should help, but he can see them holding white light signs with their names written on them. Wood was excited and thought, "Be sure to sing well".

On the evening of August 27th, he and three other popular anchors on a live broadcast platform, Meng Xiaomei, Zi Hao and Mo Xiaomeng, performed four opening songs: A little tempted, Love Must Have It, Love ING and age of love, which kicked off the star ceremony of "Have a Heart".

"Pretty cool", two days later, Mu described his feelings at that time to the interface entrepreneur reporter. Although after watching the video of the concert, he found that he had too many shortcomings, such as "imperfect walking posture" and "ugly to death", so he was somewhat dissatisfied. But this experience made him set his next goal — — Have a concert of your own.

On the evening of August 27th, in addition to TFBOYS, Fish Leong, Jordan chan and other stars, six popular anchors such as Vivian, Mu, Meng Xiaomei and Zi Hao also performed on the stage. Not only can the audience see the performance, but the concert is also broadcast simultaneously on a live broadcast platform. According to the final data of science and technology, the highest number of online viewers reached 6.1 million, and the cumulative number of viewers reached more than 68 million.

All six anchors were selected through a live competition.

In July this year, a live broadcast launched the "I want to sing with you" competition. The anchor has to go through five stages, including registration, sea election, primary election, promotion and final, to compete for the opportunity to participate in the star ceremony.

The competition is divided into three time periods: daytime, prime time and midnight. In the half-month competition, every day is competition time. The anchor sings in his own studio, and fans increase the popularity of the anchor by rewarding him. As soon as you go online, the corner sign on the screen will show where you are now and how many gifts you need from the previous ranking.

"Just push forward hard," said Wood, describing his mentality during the competition.

Opponents in the same time slot are randomly assigned by the system, mainly based on the ranking of the field list. The people who match you are all close to your ranking. The higher you rank in the list, the higher the ranking of your matching opponents, and the ranking of the list depends on how many gifts fans gave on this day.

In the half-month competition, Wood PK passed dozens of people and won a total of seven or eight three-game winning streaks. At most, he sang more than 50 songs a day and broadcast them live for 8 hours a day. After 100 into 60, 60 into 40, 40 into 10, and the final, he won the second place in the daytime stalls and got tickets for the concert.

More and more live broadcast platforms are trying to enter the traditional entertainment industry.

In the first half of this year, online celebrity Concert became a new field that live broadcast platforms are scrambling to explore. In April, the first "online celebrity Concert" was held live on Zanthoxylum bungeanum. In May, Starry Night of the Goddess, which was broadcast live, made more efforts in the lineup, and invited stars such as Chris Lee, Carina Lau, Jane Zhang and Hua Chenyu to perform on the same stage with online celebrity.

Such a move is not difficult to understand.

The bonus period of the live broadcast platform has passed. According to the 2017 China Online Video Live Industry Trend Report released by Penguin Zhiku, the average monthly usage time of live users dropped from 203 minutes in the second half of last year to 182 minutes at the beginning of this year. The latest report released by China Internet Information Center also shows that as of June 2017, there were 343 million webcast users, accounting for 45.6% of the total netizens, and the scale of webcast users and the overall proportion of netizens declined.

Therefore, now the platform consciously wants to transfer the brand influence from online to offline. Periodic online and offline activities can undoubtedly arouse the enthusiasm of fans and online celebrity, and from the economic perspective, it is also a profitable business. As far as popularity is concerned, many online celebrity artists are not much different from real artists. In the live broadcast room, fans can brush their popularity and give gifts. Now, they go offline, just like a women’s group holding a theater performance, and they are also doing the fan economy in online celebrity.

In the contest "Zanthoxylum Zanthoxylum Sound" held by the live broadcast of Zanthoxylum Zanthoxylum before, the two-month contest was watched by 6.225 million people, supported by 3.44 million netizens, and presented with 26 million Zanthoxylum Zanthoxylum coins (about RMB 1.82 million). Then the "online celebrity Concert" held in April attracted 2.3 million people to watch it online and received 600,000 yuan as a reward.

In the live broadcast of "I want to keep singing" on July 1st, Mo Xiaomeng’s fans brushed her a gift of 170,000 at most, and Vivian, a live broadcast of "One Sister", gained 4.88 million views and 2.26 million likes in the final live broadcast, and won 143 million gold coins in a single game (about RMB 1.43 million). In order to get offline concert tickets, fans also need to recharge on the platform.

In the live broadcast circle where the head anchor is highly competitive, providing opportunities to contact with stars can undoubtedly increase the attractiveness of the platform. Yang Xu, general manager of a live broadcast, told the interface entrepreneur that the concert had been prepared for two or three months. On the one hand, it was to hold an induction ceremony for TFBOYS, and on the other hand, it was hoped that the anchor on the platform would perform on the same stage with the first-line big coffee, so as to "enhance the anchor’s influence through the IP value of the stars". In addition, such activities can also show the resources and strength of the platform and attract more external talents.

The platform is strong, and the popularity and worth of the anchor on stage can also be improved. From August 28th to September 3rd, in the pan-entertainment anchor list of China live broadcast list, more than half of the TOP10 live broadcast anchors, Vivian and Wood are on the list. Yang Xu said that after the concert, advertisers on the platform have also revealed their interest in the anchor.

Online celebrity star concert may be a new attempt, but the various star-making plans of the live broadcast platform have existed for a long time.

Among many star-making plans, Momo is the biggest one this year. On June 20th, MOMO joined forces with BMG, Taihe Music, Huayi Music and Lehua Entertainment to launch the "Momo Music Plan", and planned to invest 10 million yuan to enter the music industry and tap high-quality potential new stars on Momo platform. If you win in Momo’s selection, the anchor can distribute films around the world and go to the United States for training.

In September last year, Betta announced that it would invest 100 million yuan to build a "star anchor cultivation plan" to train, package and publicize its anchors. Zanthoxylum bungeanum’s "Star-making Plan" should also cultivate potential anchors and expand into the entertainment circle after signing a contract with a brokerage company. In the past August, the anchor of Yingke selection platform walked on the red carpet of 2017 Venice International Film Festival.

When talking about why the anchor should be developed in the direction of artists, Yang Xu told the interface entrepreneurial reporter that this was due to the consideration of "flow". Artist anchors can break through the live broadcast circle and drive those who usually don’t watch live broadcasts to become platform users.

In the live broadcast industry, a live broadcast that entered the market in May 2016 is regarded as a latecomer. However, due to its deep cooperation with Weibo and rich entertainment resources, the initial positioning of a live broadcast is to "make online celebrity a real star". This idea even came into being when the company started to do xiaokaxiu in 2015. According to Yang Xu, at that time, the company also made a program "Model King xiaokaxiu" with Southeast Satellite TV. By selecting talents from xiaokaxiu to participate in variety shows, the platform also took the opportunity to observe whether these people were good prospects worthy of training.

However, more people enter this plan because of their crisis awareness of the live broadcast industry. Li Yao is the head of the brokerage business of 51 worry media, the anchor brokerage company where Mu works. In an interview with an interface entrepreneur, he expressed his understanding of the live broadcast market with several questions.

"The live broadcast industry is now in a blowout era, but this way of making money is only short-term. What if it doesn’t work within five years and ten years? Or saturated? Or upgraded? "

In his view, now is the live broadcast 3.0 era, which needs to have a face value and talent at the same time, and it will develop into the 4.0 era in the future. At that time, the anchor may be required by the standards of an artist. The offline and dual-line development of Worry-Free Media is also to make the offline increment become the core competitiveness of Worry-Free Media when the threshold of the industry becomes higher.

In all kinds of star-making plans, the core three forces are platform, anchor brokerage company and anchor.

Yang Xu told reporters that the platform mainly provides directional guidance and various entertainment resources. A live broadcast divides the anchor into head, waist and bottom levels according to the monthly running water. For the head anchor like Vivian, the platform will specially give core resources and do key packaging planning.

In terms of entertainment resources, a live broadcast has regular docking with TV stations, variety shows and major film and television production companies. "There are large-scale production and high-cost teams, as well as small and medium-sized teams. Different teams invite different people according to their own conditions. Some low-cost production teams tend to invite online celebrity to star because online celebrity has a certain popularity, which can drive the film’s broadcast volume. "Yang Xu told reporters that at present, the head artists in the domestic film and television variety field are expensive, but there is actually a lack of low-cost and flowing artists.

More routine things still need to be done by the brokerage company, including helping the anchor to position his personal style, developing skills such as singing and acting, how to dress up, and even how many articles and photos Weibo sends every day. Of course, online celebrity brokerage companies with ideas are also expanding their performing arts resources.

Lei Binyi, the founder of Worry-Free Media, once worked in Phoenix Video and YY. He felt that the trade union management mode in the current live broadcast market was a bit too arrogant to adapt to the increasingly mature live broadcast market, so he founded Worry-Free Media in April 2016, hoping to create artists through the incubation of the company.

Li Yao, the head of the brokerage business of Worry-Free Media, once worked as an assistant to actor Kenny Lin, and engaged in brokerage work in organizations such as Ciwen Media and Aixiao Media. Now his daily job is to establish contact with various performing arts organizations and dock platform anchors in different categories.

The variety shows of major program groups and satellite TV regularly need some young people with high traffic and high face value, and Li Yao will go to the appropriate live broadcast of online celebrity. In terms of film and television, he will select anchors who are trained in transportation or suitable for offline development, and participate in the shooting of online universities, online dramas and cinema films. Li Yao also contacted music organizations such as Evergrande Music and Tianhao Shengshi, and recommended several anchors with musical expertise.

"Music producers also want to see if you are valuable to cooperate. Before Evergrande Music, there was a music producer who was very interested in the anchor. We contacted him, but later we didn’t cooperate for some personal reasons, "Li Yao told the interface entrepreneur reporter.

5Worry-Free Media also tried to combine the current hot topics to make short stories videos similar to Tear-resistant Men and Women for its anchors, and promote them on platforms such as Youku, Iqiyi and Weibo.

In Li Yao’s view, anchor is not a high-threshold occupation, and it is difficult to develop to a more demanding offline. "But we should take the initiative anyway.".

In addition to live broadcast platforms and brokerage companies, there are even anchors who set up their own brokerage companies, transforming themselves from online celebrity to bosses. Zi Hao, the anchor who also participated in the "Heart-warming" star ceremony, set up his own brokerage company "Little Monster" in October last year. In the past six months, "Little Monster" has expanded from dealing with Zihao’s one-person brokerage affairs to training signing artists, e-commerce and other directions. At present, its signing anchors have exceeded 300.

Yang Xu didn’t disclose the specific capital investment of a live broadcast in the star-making plan, but he said that since there is still much room for improvement in the professional quality of the anchor, the platform is also planning to hold some training courses with some art colleges, and plans to select talents to send to South Korea as trainees for short-term training.

"It still depends on the effect of different training methods, and then decide how much to invest," Yang Xu told the interface entrepreneurial reporter.

To some extent, all the live broadcast platforms and online celebrity brokerage companies are still "crossing the river by feeling the stones".

YY can be regarded as the first live broadcast platform to try to turn online celebrity into an artist. In September 2015, YY launched the "Starway Plan", and the anchor needs to pull fans to raise funds and popularity for it. Finally, the selected high-quality artists will get the opportunity to sign contracts with YY and gain guidance from professional production teams.

In 2015, music critics took part in this star-making project in Liushui Ji, helping some online celebrity to make singles and videos. He is well aware of the difficulties. In his view, on the one hand, the problem is that these anchors operating on YY have millions of fans, and their income is already very high. But can sending them a single also ensure that their fans will pay the bill?

As it turns out, fans pay the bill, but it’s not what they think, because these anchors are very popular on the Internet, and they can become very popular singers after posting songs. Very popular online celebrity and singers can’t be equated. At that time, the combination of light blue, low water, Lingxi and K Na launched by the platform was almost unsuccessful.

On the other hand, from the perspective of economic value, sending songs to these online celebrity didn’t make them earn much by sitting in the live broadcast room and singing and chatting. "YY also asked Huang Zhongping, a famous MV director in Taiwan Province, to make a film at that time, but the money spent was not proportional to the money earned by online celebrity’s single. It is not difficult to understand whether to continue to invest or let online celebrity stop making songs and make a live broadcast." Liu Shuiji told the interface entrepreneur reporter.

After a year of unsuccessful attempts, YY took the initiative to stop the plan, and in the view of Liushuiji, these problems still exist today.

The head anchor broadcasts millions a month, and it takes her several days to record a single, which may cost hundreds of thousands. Liu Shui-ji believes that whether singing can be achieved depends on the long-term planning of online celebrity and the ideas of online celebrity’s team and platform. "If online celebrity really wants to be an artist and has his own masterpiece, he must stand the temptation of money."

In Worry-Free Media, people with artistry or clear demands will be the focus of the company’s training.

Li Yao revealed that among the more than 3,000 anchors signed by 51 Worry-Free Media, dozens have expressed their willingness to develop in the direction of artists. At the same time of internal selection, the company is also recruiting from abroad. If the students who graduated from the class have the value of artists, the company will also sign them before they graduate, helping them to suck powder live and do activities offline.

"Being an actor, live broadcast is to attract fans and increase exposure. People with such needs are the most suitable for us to promote." Li Yao gave me a successful case on the platform, Xie Jia. This boyish girl is the anchor of the core group of Worry-Free Media. She has participated in Super Girl before and cooperated with Huang Xiaoming, He Jiong and Nana, but she is not famous. After entering the company, on the one hand, Xie Jia used the live broadcast to suck powder, and on the other hand, the company also helped her to dock a female No.2 in a cinema movie.

Anchors with a certain artistic foundation are also the focus of a live broadcast of the platform. Wang Chuxuan, the anchor, graduated from Beijing Modern Conservatory of Music and participated in My Show. Last August, he came to a live broadcast and became a full-time artist of Tiantai Entertainment. Wang Chuxuan broadcasts for 4 or 5 hours a day, and he has talent advantages, which has gradually attracted many people’s attention. Now he has 600,000 fans on the platform.

"He has been chasing dreams for many years and no one has paid attention to it. After the live broadcast, many people really like him. The company also provided resources to help him go to the stage, send songs, go to QQ music, sing bars to promote the list, and even get some online reviews. "Yang Xu told the interface reporter that although there is still a distance from the first-line stars, Wang Chuxuan has achieved a breakthrough from zero to one after all.

Despite many difficulties, Liu Shuiji still thinks that online celebrity singers may be the opportunities for future music. At present, he is also working with a live broadcast, Aauto Quicker and other platforms to create music works for some online celebrity.

Liu Shuiji regards online celebrity as "a popular newcomer who hasn’t made a film". In his view, "traditional music institutions are willing to cooperate with live broadcast platforms like Momo, and to some extent, they also value the economic benefits of online celebrity. It is definitely more cost-effective to package online celebrity as a newcomer than to be a pure amateur".

In fact, the popularity of head anchors like Yifa Chen is very close to the real "stars". On Netease Cloud Music, Yifa Chen’s two singles "Storybrooke" and "Grandma’s Story" both received 999+ comments, and many fans spontaneously produced and edited videos on bilibili.

"From the traffic point of view, Yifa Chen’s traffic is very high, and many first-line singers have been knocked down statistically, but whether they can become mainstream singers is another matter," Liu Shuiji said.

Not only YY, but also no live broadcast company has pushed the anchor to the height of artists, which is the consensus in the industry.

In Liushuiji’s view, from online celebrity to singer, not only the quality and packaging of their works need to be further improved, but also online celebrity needs to get out of the live broadcast circle and gain the attention and recognition of mainstream media audience.

Whether holding a concert or walking the red carpet at the Venice Film Festival, it is an attempt by the platform to push online celebrity into the mainstream.

Back to the topic of concert, for the anchor who faces the mobile phone camera every day, this high-profile occasion undoubtedly puts forward higher requirements for the performer in terms of posture, expression management and live performance.

A week before the concert, Mu came to Beijing from Shandong for training. Wood told me that in order to prepare for the concert, the platform invited a music teacher to rearrange the music and coach the anchor. "But I mainly practice on my own," said Mu. The teacher will focus on correcting the wrong actions in one day. He recorded them with video and went home to study repeatedly. He was reluctant to receive professional training for fear of losing his own style, but he also had to admit that the singing method taught by the teacher was "more skillful".

Before this concert, Mu was a talent anchor on a live broadcast, with 500,000 to 600,000 fans. Under normal circumstances, he gets up at 12 noon, has lunch, starts live broadcast until 6 or 7 o’clock, and then continues to broadcast until 2 or 3 o’clock in the morning after dinner. Except for eating and sleeping, it is broadcast live because he feels that "his own conditions are not good" and he needs to multicast a little more than others.

He attributed his efforts and the help of the company to getting so many fans in just one year. "Everyone in the company knows who works the hardest, Wood", and he is somewhat proud of this.

Time goes forward, 27-year-old Mu started working at the age of 14, and worked as a waiter in KTV and bars all the way to management. After working for more than ten years, he felt a little tired. Because he liked singing, a friend recommended him to do live broadcast. He quit his job last June and started his anchor career.

The first live broadcast didn’t even have an avatar, and no one took care of it. In August and September, the number of people who came to watch his live broadcast gradually increased. At the end of September, more than 10,000 people came to watch him sing. "There are too many people who type and interact with you to watch."

Before the live broadcast, Wood never thought that he would meet such a group of people who like to listen to his singing. He has a "brother-like" fan. Every time he needs to vote in the activities on the platform, he will send messages to people one by one to canvass votes, and fans will call him the boss. They also set up a group without wood to discuss how to organize aid activities. "I want to sing all the time" requires users to vote in the sea election stage. Wood’s fan "Rabbit Army" can pull several people to vote. On the first day, Wood won more than 10,000 votes, ranking second. Later, he felt that it was troublesome and would not let fans vote again.

As for how long this love can last, the idea of wood is simple. He feels that the live broadcast circle is like a shrinking entertainment circle. "If you are an anchor full of positive energy, people will always like you. If you have a lot of negative energy, it will definitely not work soon."

What many people don’t know is that this "big boy who can sing" in the eyes of fans was tone-deaf when he was a child. Once in a choir, the teacher told Wood, "Your voice is not good at all." After that, he began to practice constantly. Sometimes, he can’t speak until the next day, even so, he still turns his voice to the maximum practice in the KTV room.

The live broadcast platform gave him the opportunity to sing to more people, and now it also gave him the opportunity to go to a bigger stage. Before that, Mu also participated in another contest "Hey Sing Not NG" broadcast live, and the reward was to help the winner complete a single. Wood didn’t make the top three that time, but he said the company promised to help him produce a single.

"There will be a special producer to write songs for me, and this place will soon become a place where people can realize their dreams." Wood’s eyes sparkled.

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＂Video＂ through the Song Dynasty for a wedding! This group of golden wedding & diamond wedding elders share ＂love cheats＂ for young people!

03:07
Recently, the Opinions of the General Office of the State Council on Developing the Silver-haired Economy to Improve the Well-being of the Elderly (hereinafter referred to as the Opinions) was issued, aiming at promoting the better combination of effective market and promising government, promoting the coordination of undertakings and industries, accelerating the scale, standardization, clustering and brand development of the silver-haired economy, cultivating sophisticated products and high-quality service models, and enabling the elderly to share the development achievements and enjoy a happy old age.
The Opinions emphasize that the old-age care service should be improved, the construction and transformation of old-age care institutions should be intensified, the care service capacity of disabled elderly people should be improved, and the adjacent construction and resource sharing between medical and health institutions and old-age care institutions should be promoted.
"Guangdong Garden insists on creating high-quality cultural, healthy and intelligent old-age service, and has formed a brand-new old-age lifestyle rich in Lingnan culture, full of vitality and health protection, which has won the trust and affirmation of more than a thousand elders." Wang Siming, Assistant General Manager of Taikang House Yueyuan Community, recently introduced it at the celebration of the seventh anniversary of the opening of Taikang Yueyuan.
It is understood that during the seventh anniversary celebration, Guangdong Garden held a series of anniversary celebrations, especially a grand and warm Song wedding.
"guys and girls" make up for love regretsCollective Wedding "Crossing" the Tang and Song Dynasties
According to reports, Taikang House Yueyuan also held a series of anniversary celebrations during the seventh anniversary celebration. Some residents held personal art exhibitions and calligraphy exhibitions, a special book on the seventh anniversary of "I and Guangdong Garden 23 Events" was released, residents presented gifts to celebrate their birthday, and seven couples had a "golden wedding-diamond wedding" with the theme of Song Dynasty …
We share the same feelings with each other, and work hand in hand to grow old together. Wang Siming introduced that the residents of Yueyuan ranged in age from 50 to 100. When they were young, Che Mayuan was slow in writing letters and only loved one person in his life. The love of that era was not so much romantic, but it was still fulfilled in the flowing water, rice, oil and salt. In their young years, their wedding process was very simple, without so many etiquette and costumes in ancient or modern times, and some even left no wedding photo.
"The wedding in the Song Dynasty is inherited from the Tang Dynasty, which is simple but not simple." Wang Siming said.
It is understood that since the Tang Dynasty, when they got married, women wore blue wedding dresses, while men wore crimson gauze robes in public service, that is, the tradition of red wedding dresses, so there was the word "guys and girls".
Hand in hand with one person all the way, from hair like ink to hair like snow. In this collective wedding, seven pairs of elders made intensive preparations in the morning, and the "guys and girls" were dressed up completely. After throwing pots, guessing words, and "testing" poems, uncles successfully passed the wedding ceremony and stopped the door to urge makeup, received aunts with new makeup, and went to Huatang, which was full of relatives and friends.
Huatang is resplendent and splendid, and its moments of beauty are sung. Seven couples inherited the Song system, continued to wear Chinese clothes and performed ancient rituals, which reproduced the splendor of the magnificent Chinese clothes. With the witness and blessing of relatives, friends and community partners, they made up for the lack of sense of ceremony in the past years with a complete Song ceremony.
Golden wedding & diamond wedding eldersSend "love cheats" to young people
Time, like water washing the world of mortals, originated in the spring of this decade. Among the seven couples, the shortest marriage age is 50 years, and the longest is over 60 years. At the celebration, the elders of Golden Wedding and Diamond Wedding also shared their "love cheats".
When 87-year-old Uncle Tong Zhenqing and 84-year-old Aunt Wu Zhongying met at school, their feelings came to the first test when Uncle Tong was about to graduate and join the army. Facing the future, how to accompany? "Then let’s get married." Aunt Wu decisively chose to register marriage with Uncle Tong to face a challenging future together.
"At that time, many people said that his conditions were not so good, but after so many years of ups and downs, I felt that I had chosen the right person." Aunt Wu laughed and said that she often loves to play a small temper, and Uncle Tong can soothe her emotions every time and make allowance for her. More importantly, Uncle Tong is honest and enterprising.
"When we got married, we didn’t have a wedding. We only took a wedding photo. When the photographer asked us what words to write in the photo, we jointly chose the four characters’ life partner’. Accompanied by today, we still have love. " Uncle Tong said that in his view, marriage is by no means a "grave of love", but a firm "alliance" of loving each other, understanding each other and facing an uncertain future together.
"Love is a very complicated topic, and true love will always exist." Uncle Tong shared that he believed in love and love at first sight.
He suggested that young couples should not have a cold war when facing problems in love, but should actively communicate. Only when they can openly discuss problems, trust each other and give their lives to each other can they truly love and enter the marriage hall.
On the seventh day of the autumn dew in the autumn, the meet meet, more than the world of those who are together, but the appearance husband and wife. "At that time, we were all conservative. Boys and girls don’t talk to each other at school. He is a very shy person, and he took the courage to tell me that he wanted to make friends. Since then, I have been the only female classmate he knows, and he is also the only male classmate I know. " Aunt Zhang Ping, 79, and Uncle Lu De ‘an, 80, have been married for more than 50 years. She believes that love is to keep communication and mutual understanding, and love can be hidden in plain words. "He likes quiet and reading, but I like to share everything in my life with him and ask his opinion."
"Love is to communicate more, that is, to have a collision of ideas. I like quiet, but her’ talking too much’ is part of love. " Uncle Lu laughed.
Enrich cultural activities and improve the quality of providing for the aged.Yueyuan community has accommodated more than 1,000 elders.
"We hope that through the’ dream plan’ of the collective wedding, the elders can relive the warmth of the year and the joy of getting married." Wang Siming said that the theme wedding and the customized dream-realizing plan were designed to embody the values of respecting life, caring for life and praising life in Taikang House, and to integrate cultural and artistic pension into the daily activities of elders. "In Guangdong Garden, the concept of" energetic old-age care "and" cultural old-age care "has been greatly recognized by residents and gradually formed a unique community culture."
It is understood that Guangdong Garden has built different sections, including Le Tai College, recreational activities and healing activities, so that more elders can enjoy the beautiful life of high-quality communities together. At present, there are 27 Le Tai clubs in Yueyuan Community, more than 260 excellent courses of Le Tai College are offered, 6,087 festivals with various characteristics are held, 33 club leaders and 160 resident volunteers have served for 6,574 hours, and residents have participated in the compilation of community books for over 136,000 words …
Up to now, more than 1,000 elders have moved into the Yueyuan community.
Why do more and more elders choose to go to Yueyuan for the elderly? Wang Siming said that Taikang always insists on respecting life, caring for life and praising life. Therefore, it insists on its initial intention on the road of providing for the aged, takes every step in a down-to-earth way, and is determined to make every elder’s life shine. "In Guangdong Garden, not only 79-year-old elders learn painting, 82-year-old aunts learn ballet, but also aunts with an average age of 85 take ballet in our swimming pool diving, and elders in their 90s sing’ I am still a teenager’ on the stage. This free and easy life is an important factor to impress many elders. "
Seven years of deep cultivation of Guangzhou’s pensionLayout of the three-dimensional service network of "medical care for Kangning" in Greater Bay Area
"The quality of our service for the elders will not be reduced because of the increase in the number of people." Wang Siming introduced that Guangdong Garden will pay more attention to quality and safety as the cornerstone and quality of life as the guarantee, and on this basis, it will build a better life for the elderly and add icing on the cake to their old-age life.
"Guangzhou Taikang Yueyuan Hospital adheres to the service concept of" people-oriented, residents and patients-centered "and builds a solid medical security force for the Taikang Home Rehabilitation Hospital system." Recently, Liu Ronghua, president of Guangzhou Taikang Yueyuan Hospital, said in the celebration of the 7th anniversary of Taikang House Yueyuan.
In the era of longevity, centenarians are coming. Guangdong-Hong Kong-Macao Greater Bay Area is one of the core areas in the deep layout of Taikang’s big health industry ecosystem. At present, Taikang has successfully built a three-dimensional entity service network of "Health Care and Kangning" here.
It is reported that except Guangzhou Taikang House Guangdong Garden, Shenzhen Taikang House Pengyuan was completed and opened on August 26th, 2023, and Foshan Taikang House Zen Garden is scheduled to be put into operation in 2026, which will better serve the elders in Guangdong-Hong Kong-Macao Greater Bay Area. In addition, Shenzhen Qianhai Taikang International Hospital (to be established), one of the top five medical centers in Taikang, is under construction and is expected to be put into use in 2024. At the same time, Taikang Baibo dental service network has achieved multi-city coverage, and Guangdong Luofu Shengjing life care service is deeply favored.
Guangdong-Hong Kong-Macao Greater Bay Area has become an important bridgehead for the implementation of Taikang Plan in the country in the longevity era. Up to now, Taikang House has achieved the layout of 39 projects in 34 cities across the country, of which 20 communities in 19 cities have been opened and operated, serving more than 11,000 residents.
"Looking forward to the future, Taikang Life Insurance Guangdong Branch will continue to deepen its efficient cooperation with Guangdong Park, and jointly provide high-quality medical care solutions for the people of Guangdong-Hong Kong-Macao Greater Bay Area through the organic combination of insurance products and medical care services, and jointly build a Taikang health ecosystem." Shi Jiangbing, deputy general manager of Taikang Life Insurance Guangdong Branch, said.
Wen | Xue RenzhengFigure | Provided by the organizerVideo Shooting | Lin Tianjie Cai ZhaoxuEditing | Cai Zhaoxu
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Chongren, Jiangxi： the beautiful rural scenery is new.

People’s Daily Online, Chongren, February 1 (Zhu Haipeng) Recently, overlooking Xiazhang Village, Hangbu Town, Chongren County, Fuzhou City, Jiangxi Province, the houses along the Yihuang River are patchwork, with winding rivers and pleasant scenery.

In recent years, Chongren County, Fuzhou City, Jiangxi Province, has built an ecological village that integrates wetland waterscape and Jiangnan characteristics around building an ecological river. Wetlands, beaches, green trees and rural beauty complement each other, forming a beautiful rural picture.

Cultural observation, digital fashion, the real ＂emperor’s new clothes＂？

"If you are in the metauniverse every day, you will need virtual fashion and digital tools."
Digital fashion, the real "emperor’s new clothes"?
2022-06-02 Source: Volkswagen Daily 12th Edition
□ Our reporter Zhu Zikai
Will you buy a dress that you can’t wear? Not long ago, Xiaohongshu and Xintiandi launched 18 limited-edition virtual fashion new products, covering 9 brands such as ANNAKIKI and CHENPENG. A dazzling array of fashions were made into digital collections, which were sold out in a short time even if they could not be worn in the real world. "You can’t get it, you can only cover the virtual pattern on the buyer through 3D modeling, and make the virtual fashion fit the skin better and produce a photo through computer scanning and capturing actions." A little red book blogger, Miss Chill Zhiqiu, explained the magic of virtual fashion in this way. She confidently predicted that virtual fashion is an irresistible trend in the future. Not only that, people can also buy digital fashion with collectible value and resale. In 2019, digital fashion named "Rainbow" was sold at a high price of $9,500 in new york, USA.
Digital fashion, just the tip of the iceberg, hides a huge digital fashion market behind it. In fact, it’s not just Little Red Books that are aiming at digital fashion. Tik Tok, a subsidiary of Byte, plans to launch a business called "pheagee" to create a brand-new digital fashion community. Tencent upgraded the super QQ show based on QQ show, and cited an application scenario for virtual fashion, which attracted traditional clothing enterprises such as Li Ning to launch joint-name digital clothing. Internet companies compete for layout, and digital fashion has become the next outlet, which is accompanied by the public’s torture of its actual value.
overturn
The Research Report on Fashion Industry Consumption in China in 2021-Revival of the National Tide shows that the driving force of fashion industry development is closely related to the four major forces of industry, science and technology, culture and commerce. The impact of scientific and technological innovation on fashion format is particularly prominent. The emergence of digital fashion has directly subverted the expression of fashion industry and people’s consumption patterns.
The direct cause of subversion is the introduction of Metauniverse and NFT, one of which establishes a new space to connect the virtual world with the real world, and the other provides a value realization system, which makes digital fashion products have value-added space and collection value. As we all know, blockchain technology, interactive technology, electronic game technology, artificial intelligence technology, network and computing technology, and Internet of Things technology are the six supporting technologies of the metauniverse. NFT is an important technology to support the meta-cosmic economic system, which generates unique digital vouchers for specific products and realizes real and feasible digital distribution, purchase, collection and use. Therefore, consumers have become an important form of participating in the metauniverse by purchasing NFT.
Sun Ruizhe, president of China National Textile and Apparel Council, believes that "fashion industry, as a highly condensed material creation and cultural power, has strong penetration, extensive radiation and profound appeal." It can be said that there is no sense of contradiction in its combination with the meta-universe. Digitalization makes the forms of fashion more diverse, especially under the influence of the epidemic, which can break the limitations of space, make fashion, culture and technology perfectly fit together, and form an unprecedented consumption experience and extremely impactful visual presentation. From March 24th to March 27th this year, Decentraland held the world’s first Metauniverse Fashion Week, in which dozens of brands such as Selfridges, Jacob&Co, Franck Muller, Garrett Leight, Cavalli and digital fashion companies participated.
In the first Meta-Universe Fashion Week, netizens from all over the world logged on related websites and shuttled through the event with a cartoon image. In the shining fashion week scene, people can not only see the latest works of brand designers and more than 500 fashion models, but also buy virtual and physical clothing of brands. In addition, many brands have opened digital boutiques, including high-end watches and handbags. Users buy these NFT products to show their identity and position in the meta-universe.
Obviously, this trend is spreading and growing in the fashion circle. The reporter found out that China International Fashion Week recently announced that it has joined forces with 14 brands and launched several sets of digital clothes at @NFTCN, with the highest release price of 9890 yuan. Among them, the release price of "361 degrees I am the future of the East" virtual clothing is 361 yuan, and one copy is limited; Shenzhen Fashion Week held in April also introduced the concept of meta-universe for the first time. In the digital modeling venues, digital models walked on the runway in fashion, realizing the effect of "new season ready-to-wear and virtual clothing co-exhibition, real models interacting with virtual idols". This immersive experience of virtual and real transformation is more like a sci-fi adventure for many viewers, which is impressive.
mix together
Digital fashion has broken the restriction of physical conditions on fashion, and time, space, materials and cost are no longer the obstacles to the expression of fashion ideas. Free and unconstrained style, free and unrestrained, unprecedented … Here, human imagination can be unlimited. From this perspective, digital fashion is no longer related to the body, but the expression of people’s desires, reflecting people’s psychological characteristics of pursuing personalized consumption. Kira Qiya, a fashion blogger, has worn virtual fashions many times. She believes that the reason why she is keen on them is that "they completely get rid of the influence of gravity and the limitation of fabrics, which opens a new era for fashion design".
Like the "Rainbow" digital fashion mentioned at the beginning of the article, the relevant person analyzed that "Rainbow imitates the laser PVC material, creating a fluttering and anti-aerodynamic effect." Fashion design like this is basically difficult to realize in physical space. Rainbow comes from ——The Fabricant, a company specializing in digital fashion design, which was founded in Amsterdam, the Netherlands. They use 3D modeling technology to make clothes, without using related fabrics, so that real models can try them on. "Pure digital visual display creates a unique sense of modeling and brings people’ surprises that real clothes can’t give’." It is this kind of "unlimited" that digital fashion can break the physical boundaries, integrate with different formats, and collide with sparks.
Some fashion brand companies have successfully explored the communication with game companies and technology companies, and took this opportunity to create a unique fashion perspective. Electronic games have become a perfect medium. The video game project "Afterworld：The Age of Tomorrow" launched by Balenciaga, a fashion brand, for the Fall/Winter 2021 fashion show, players wake up from a store, go to a future city street and embark on an interesting and exciting heroic journey. During the whole game, all characters can choose brand series modeling fashion as their own image. Once the game was launched, it triggered a hot discussion in the market, and many players’ test videos were born.
The game focuses on interactivity and immersion, and players participate in it for specific purposes. In the game, players have long had the consumption habit of buying "skin" and the dress requirements of players’ images, which coincides with the consumption concept of digital fashion-from another perspective, digital clothing is more like the "skin" of virtual images in the online world. "If you are in the metauniverse every day, you will need virtual fashion and digital tools." Zuckerberg, the founder of Facebook, has publicly stated. In this field, Balenciaga is not the only explorer. Fashion brands that create fashion shows and launch digital fashion on the game platform emerge one after another. Brand Louis Vuitton created the "Louis The Game" mobile game, and you can get an exclusive customized NFT gold postcard by completing a specific task. Gucci launched the permanent virtual space "Gucci Town" on the online game platform Roblox. As a small game, players can buy virtual Gucci products for their game avatars, and Gucci officially stated that "the virtual clothing in the game uses Roblox’s new’ layered clothing’ technology."
future
The most fundamental feature of fashion is that it wants to be consistent with popular groups and different from others. This is a mixture of contradictions and a full expression of self-personality. Focusing on fashion consumption, creative industrial clusters formed in the fields of clothing, beauty, lifestyle and so on make the connotation and extension of fashion industry constantly deduced with the times. In the future, fashion seems to have unlimited possibilities.
Digital fashion, after all, is the product of the virtual world. Visible but intangible, virtual fashion has been ridiculed as "the emperor’s new clothes", which can neither be worn nor kept warm. However, with the sharp increase in online consumer demand, the arrival of Generation Z on the mainstream consumer stage, and the increasing number of related application scenarios, digital fashion has increasingly become the real "emperor’s new clothes". According to the 2021 Digital Fashion Report released by Lyst, a British fashion shopping search platform, in cooperation with The Fabricant, a digital fashion company, about 3.5 billion people in the world are digital fashion customers. "Kira Qiya" bought a digital collection "The Skirt of Void", which is limited to three pieces in the world and has a unique serial number. The product comes from the virtual fashion house of China international student designers. "It can be expected that this skirt will have irreplaceable value in the future." She said.
Digital fashion has promoted the fashion industry to exert greater economic and social benefits and is changing the industry system. According to an academic research, it is a new brand promotion method based on digital technology. Technology companies, game companies and digital fashion companies jointly create brand digital products, which become the driver and creative source of technology fashion. By building the consumption chain of digital fashion industry, the marketing mode of fashion industry will change to the advanced form of "community marketing", which can further enhance consumer stickiness and export brand culture and values; Promote the digital transformation of fashion brands and "create a shared private domain between virtual space and physical space". Balenciaga has cooperated with a game platform to design a series of fashionable NFT. Based on these digital collections, Balenciaga’s offline stores have also created a brand-new physical clothing series. Nowadays, it is widely believed in the industry that digital ways are used to drive cross-border win-win fashion brands.
"The virtual world is a space full of imagination, but this does not exclude its commonality with the real world." It is a popular practice for many brands to provide digital products online and launch derivative benefits offline. At the same time, the domestic fashion industry has firmly grasped this development trend, and digital fashion has opened up different dimensions of exploration. QQ Hyun Dance cooperates with Li Ning to launch virtual concept store and virtual fashion. Super QQ Show is poised to lead a new era of online virtual social interaction. Domestic high-end fashion brand Gelisi launched the brand avatar @ ELISA … Compared with the physical industry, digital fashion saves production costs such as materials and transportation, and reduces the waste of resources. Sustainable fashion may be an important proposition in the future.
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International Children’s Ski Festival： More than 200 children in Qinghai enjoy plateau ice.

The picture shows Qinghai teenagers riding "caterpillars" in the snow field. Photo by Yuan Shuai
The picture shows Qinghai teenagers interacting in the snow field. Photo by Yuan Shuai
The picture shows teenagers preparing ski equipment. Photo by Yuan Shuai
The picture shows Qinghai teenagers preparing for skiing. Photo by Yuan Shuai
The picture shows teenagers playing snow circles on the snowy road. Photo by Yuan Shuai
The picture shows Qinghai teenagers receiving professional skiing guidance. Photo by Yuan Shuai
The picture shows teenagers in the snow field. Photo by Yuan Shuai
January 21st is the World Snow Day and International Children’s Skiing Festival established by the International Skiing Federation. On the same day, the World Snow Day and the International Children’s Ski Festival, a series of activities of "Running Teenagers" in the 10th national mass snow season, sponsored by Qinghai Winter Project and Outdoor Sports Management Center and Xining Sports Bureau, were held in Datong County, Xining City. More than 200 teenagers from Qinghai Province participated in the activity.
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Shuhe Technology promotes the transformation of talent structure and is committed to building a highland where financial talents gather.

Looking back on 2023, it was a year when the old concept of "financial technology" gained new vitality. On the technical side, a new generation of artificial intelligence technology represented by the big model is accelerating the change of the financial industry, and the big model of the financial industry has become a wave of attention on the tide of the big model. At the same time, on the application side, digital intelligence has become an important trend in the development of the financial industry, financial service experience and service efficiency have been reshaped, and many scenarios such as customer acquisition, marketing and risk control have been transformed. As one of the "pioneers" in the financial technology industry, Shuhe Technology has transformed itself into a powerful digital service capability in inclusive finance, solving the pain points of credit and dredging capillaries.
With the deepening of financial digital transformation, the strategic position of financial technology is rising. Talent is the first core element of financial development, and in the process of high-quality development, it is inseparable from the "engine role" of financial talents. In the future, the financial industry will continue to pay attention to the compound talents of financial technology and the state of "thirst for talents", and it will become the general trend to seize the highland of talents. At present, among the nearly 1,000 employees of Shuhe Technology, 60% are engaged in technical and other related work. Among them, campus recruitment is the backbone of digital talent reserve. In 2022, the number of digital talents recruited by schools doubled compared with last year. The proportion of talents in 211 and 985 colleges increased by 14% year-on-year. In addition, Shuhe Technology followed the company’s business strategy and promoted the transformation of talent structure. In 2022, its risk personnel increased by 13.6%, strategy personnel increased by 9.9, and technical personnel increased by 5.8%.
Under the wave of digitalization, how to realize the digital transformation of the financial industry, represented by financial technology enterprises, is the focus of the industry. As an industry closely integrated with digital technology, how should financial technology enterprises seize this new opportunity and meet new challenges? The digital capability of Shuhe Technology has obtained a number of national authoritative certifications, including Zhuoxin Big Data Certification, VERC Certification for Security and Privacy, and Grade III Certification from the Ministry of Public Security. In the inspection of the National Computer Virus Emergency Response Center, it passed all the steps of applying for authentication, preparing materials, submitting materials, and testing by testing institutions at one time, and obtained three-level authentication in the two tests of APP privacy and security.
Looking forward to the future, the road is broad. With the blessing of digital transformation and digital technology ecological partners, the financial industry is linking the key nodes of everyone’s life with intelligent and warm financial services, thus serving the real economy and the public’s better life. In the next step, Shuhe Technology will always adhere to innovation as the guide and talents as the core, and strive to build digital financial talents and industrial highlands and contribute more to the development of the financial industry.
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CCTV.com

　　　







　The pale Tuocha on the left of the picture is bad tea that has been mildewed, and the high-quality aged Pu ‘er on the right.


　　　　







Pu ‘er tea is more valuable as a cultural relic than tea itself in the eyes of collectors, which makes many tea merchants fake old Pu ‘er tea.


　　　







　The tea fermented after large leaves are planted in bulk is commonly known as Pu ‘er tea.


　　　　







This is the so-called 30-year-old fake "golden marble"


　　　　Pu ‘er tea is hailed as an "antique" that can be drunk, and many people believe that the more it is stored, the more valuable it is. Illegal businessmen seize the opportunity to use various means to turn new tea into old tea at high prices. According to experts in the industry, exaggerating the year, making a musty smell in a wet warehouse and adding chemicals are the most commonly used methods in the market. In addition, by changing the packaging, non-brand old tea is faked as brand old tea.


　　　　In the past 30 years, "Golden Marbles" have won hundreds of dollars.


　　　　Uncovering the Fake: The "Golden Marbles" came into the market only after 1992.


　　　　Zou Jiaju, executive vice president and secretary general of Yunnan Tea Association, told the reporter: "A friend told me with great interest that he spent hundreds of yuan to buy a 30-year-old’ golden marble’ and invited me to have a drink. I laughed at him for being cheated."


　　　　In order to prove his judgment, Zou Jiaju told the reporter a history: in 1992, Xiang Jinshan, Geng Qingguo and Zhai Yuanhong, employees of Kunming Tea Factory under Yunnan Tea Import and Export Corporation, jointly designed a three-piece stamping machine to produce a 5-gram disposable Miniature Tuocha with the official name of "mini" (English mini) at that time. Later, it was orally renamed as "Golden Marbles" and later filed a technical patent with the State Patent Office. Later, Zhai Yuanhong designed a two-piece stamping machine and applied for the corresponding technical patent. "It can be seen that the’ Golden Marbles’ will not be available until after 1992. How can there be a’ Golden Marbles’ with a 30-year shelf life? Therefore, the’ golden marble’ that my friend said has been stored for 30 years is by no means true. " Zou Jiaju said positively.


　　　　80-year-old tea still has pectin


　　　　Expose the fake: pectin will evaporate if it is stored for more than 30 years.


　　　　Tea contains a certain amount of pectin, but with the passage of time, microorganisms will gradually decompose pectin. For old tea with a storage period of more than 30 years, pectin has long been transformed and volatilized. However, some teas on the market that claim to be decades old, if you look carefully, still have pectin. Obviously, such teas must have lied about their age.


　　　　"pectin is the main substance that constitutes the interlayer of tea cells. It is an amorphous colloid with strong hydrophilicity, adhesion and softness, which can make adjacent cells stick together. In the process of tea kneading, cells are broken and pectin comes out. " Zou Jiaju said: "During the Republic of China, there was no power equipment in Xishuangbanna tea area, and the pressed tea processing relied on human stone molds. The artificial pressure is limited, and the pressed tea in the period without electricity is relatively loose, which depends on the adhesion of pectin to a certain extent. With the passage of time, microorganisms will gradually decompose pectin. The pectin of old tea with a storage period of more than 30 years has long been transformed and volatilized, and the connection of tea pieces mainly depends on the pull of shape shaping. In addition, other impurities are often based on pectin, pectin volatilizes, and fluff or other impurities will be reduced accordingly. "


　　　　Zou Jiaju told the reporter an example: "A friend invited me to have tea, and it was agreed in advance that it was decades-old tea. Tea is packed in a well-designed paper seal, about 10 grams. He introduced that this tea has been aged for more than 80 years, and the value of a bubble is 1500 yuan. ""Well, it was in the early years of the Republic of China when tea was made. I saw that two thirds of the tea leaves were caked and one third had been scattered. After careful observation, the connecting pectin in the caked part is still working. Obviously, this is a piece of tea with false age. "


　　　　The truth of "20-year-old tea" in bud head explosion


　　　　Uncover the fake: there will be no buds in the tea in 1985.


　　　　Zou Jiaju also told an example of a 3-year-old tea pretending to be a 20-year-old tea: "In the Spring Festival of 2005, my friend’s family spent 3,000 yuan to buy two pieces of Pu ‘er cake tea that was said to have been produced before 1985. After brewing, the tea tastes bitter and has a light smell of pile fermentation. The tea soup is full of fluff and a faint smell of smoke. It can be concluded that the storage time of this tea is not more than 3 years, because only the storage life is very short.


　　　　There is also a historical background to prove that the age of this tea is not 20 years. You know, from 1983 to 1985, the price of bud tips in sun-dried green tea was very high, and the market was good. When processing pressed tea of raw tea, manufacturers would use a little bud tips to spread the flour, but there would definitely be no white bud tips in the middle and back of the tea. Under normal circumstances, Pu ‘er tea cakes and Pu ‘er tea bricks are not even sprinkled.


　　　　It was not until around 1995 that the buds were proved to be too low in polyphenols to produce Pu ‘er tea, and these once noble buds and young leaves were gradually squeezed into all kinds of pressed teas with thick and big bodies. The two tea cakes bought by my friend’s family were pressed into the bud head from the outside. Obviously, it could not have been produced before 1985, at least after the price of the bud head was reduced in 1995. "Zou Jiaju said.


　　　　"Most of the old tea in the market is fake."


　　　　Zou Jiaju said that some so-called experts are completely irresponsible in writing books. If they have any "goods" in their hands, they will fabricate history and raise prices. "Some maps are too outrageous. The production of Fenghuang Tuocha in Nanjian was in the 1990 s, but it was said by some people that it was in the 1970 s." Zou Jiaju said, "Most of the so-called aged Pu ‘er tea sold in the market now is not true. Pu’ er tea consumers, especially Pu’ er tea operators, can’t buy tea only by ear, only by attractive labels, and they should be carefully identified. "


　　　　Pu-erh fermented in wet warehouse is moldy and "wet to death"


　　　　How to determine whether "wet warehouse tea" is good tea or bad tea? There are different voices in the tea industry, but they all agree that the practice of "wet warehouse tea pretending to be old tea" is to deceive consumers. In fact, some unscrupulous tea merchants moved their tea products into caves with high humidity in Yunnan, Guizhou and other places, accelerated aging and fermented mildew, hoping to speculate on the year and make old Pu ‘er tea, which not only violated the natural oxidation and fermentation law of tea endoplasm, but also made Pu ‘er tea lose its health care function, but also harmed people’s health.


　　　　Store wet caves for tea fermentation.


　　　　"’Wet warehouse’ refers to some tea merchants who store fresh raw Pu ‘er tea in places with poor ventilation and high humidity, such as kilns, air-raid shelters, earth houses, etc. In order to make fresh raw Pu ‘er tea be drunk early, which is easy to cause the breeding of Aspergillus in tea and accelerate the aging. This Aspergillus oxidation is called fermentation after wet warehouse. However, wet-stored Pu ‘er tea completely destroyed the tea fiber, changed the original essence of tea, and violated the law of natural oxidation and fermentation of tea endoplasm. " Chen Guozhang, a senior tea man and chairman of Tea Art Paradise (China) Co., Ltd., said that he always advocated storing Pu ‘er tea in a "dry warehouse", that is, the tea leaves were fermented in Fang Chen in an environment with moderate temperature and humidity, ventilation, freshness and no odor, which not only preserved the authenticity of Pu ‘er tea, but also increased the value of tea tasting.


　　　　High humidity makes tea moldy and wet to death.


　　　　In order to give reporters a vivid understanding, Chen Guozhang took out a sample used for giving lectures to members of Pu ‘er Club on weekdays-Pu ‘er tea aged in wet warehouse, and compared it with Pu ‘er tea stored in Fang Chen and well preserved. The reporter found that the Tuocha aged in the wet warehouse has been mildewed and grown hoarfrost, while another brick tea block aged in the wet warehouse is dim and yellow. The moldy Tuocha with hoarfrost smells like bran, while the yellow brick tea has a musty smell.


　　　　"Both are bad teas, which one is worse?" The reporter asked. Chen Guozhang replied: "The yellow one (different from the golden fungus" Jinhua ",which should be evaluated in a scientific and correct manner) is even worse, but the yellow one is not as conspicuous as the white one. In fact, the tea has been" wet to death "!"


　　　　Chen Guozhang explained that tea leaves stored in wet warehouses are prone to mildew due to too much water, and the tea leaves with severe mildew will grow hoarfrost. If they are not returned to the warehouse in time for air drying, hoarfrost will turn into yellow mold (Aspergillus flavus). Now, some people say that "the milder Pu ‘er tea is, the better", but it is not. The essence of moldy tea has deteriorated. Too much water encourages the growth of white, black, green and yellow bacteria. Drinking tea was supposed to help health, but drinking this kind of tea has the opposite effect.


　　　　Natural wet storage can age tea, and artificial fermentation will destroy tea products.


　　　　In addition, some tea industry experts do not deny the practice of wet storage, but it is difficult to master the technology of aging good tea products in wet storage. If the humidity is too high or inappropriate, the goods are prone to black mold and green mold and become bad tea. At present, many people in the market use bad "wet warehouse tea" to pretend to be old tea and dry warehouse old tea.


　　　　When the humidity exceeds 85%, tea will become moldy.


　　　　Shi Kunmu, a senior tea man in Taiwan Province and one of the top ten outstanding figures of Pu ‘er tea in the world, said: "If there are two pieces of dry-stored tea and wet-stored tea in the 1950s, I will definitely choose to drink dry-stored tea, but it doesn’t mean that wet-stored tea is not good, but my personal taste is different. In fact, the existing old tea is basically wet warehouse tea, and even the old tea with a cake of 200,000 yuan is wet warehouse tea. We must know that when the relative humidity of the air exceeds 85%, the stored Pu ‘er tea will be moldy. For example, the annual average relative humidity in Guangzhou is 88%. In the past, Guangdong and Hong Kong, which were important places for storing tea, were actually’ natural wet warehouses’, and there were basically no dry warehouses for old tea. "


　　　　Shi Kunmu told reporters that in Hong Kong, the so-called "warehousing" means that the environment of Pu ‘er tea is artificially controlled without natural storage. In Guangdong, there are similar ways to accelerate the aging of Pu ‘er tea, such as building a tin house and entering an air-raid shelter. "As long as the tea produced by these artificial methods is not too outrageous, there is no direct evidence of adverse effects on the human body according to the standards of modern medical inspection. Sometimes, the temperature, humidity and time are properly handled. However, it is not only immoral, but also harmful to people’s health to use the year of speculation and use fraud to mislead consumers.


　　　　It is difficult to age tea in wet warehouse.


　　　　Regarding the problem of "wet warehouse", Zou Jiaju, executive vice president and secretary-general of Yunnan Tea Association, also said that the prerequisite for microbial fermentation is a certain amount of water, temperature and oxygen. Without water, it will not ferment, just like there will be no life on the planet without water.


　　　　For example, he said, "I got together with the Hong Kong and Kowloon Tea Chamber of Commerce and said that some people sealed raw tea cakes with plastic paper decades ago, but it changed little after opening them. The reason is just like what we usually call a dry warehouse. The less moisture in the dry warehouse, the slower the aging speed of tea. Many Pu ‘er tea books hold the dry warehouse to the sky, but they don’t know that there is no certain moisture and humidity. Where can microorganisms survive and multiply? "


　　　　"I often observe in the fermentation workshops of Kunming Tea Factory, Xiaguan Tea Factory and Menghai Tea Factory. I have a good grasp of technology and normal white hair, which is good tea; The temperature of the pile is high, the tea embryo is burned, the temperature is low, and black hair appears on the surface of the pile, which is bad tea. " Zou Jiaju believes that these are due to improper technical mastery, too high or inappropriate humidity, and black mold and green mold appear in some goods. Because of the technical difficulty, how can we produce such a large batch of aged tea?


　　　　Year of speculation of tea merchants borrowing warehouses


　　　　"After rapid aging, raw tea products have the advantage of immediately reducing the bitterness, turning the soup red and making it smooth and sweet. The cooked tea can quickly remove the smell of the pile (new taste and fishy smell), and the soup is smooth and has obvious old fragrance. What they have in common is that the pungent taste of new tea can disappear quickly when they enter the warehouse. " Although Shi Kunmu affirmed the "wet warehouse", he said that there are five negative effects in warehousing: the storage process is costly and the possibility of mildew is greatly increased; Appearance and cake surface gloss disappear; The smell of warehouse will never disappear; The same batch of tea has great differences in aroma, taste and appearance; Compared with the tea that has not been put into the warehouse, the smell of the warehouse is stringy and the aroma of the taste is lost.


　　　　"It is not necessarily bad to enter the warehouse, but entering the warehouse is often used by tea merchants as a means of hype year to mislead consumers into wrong ideas." Shi Kunmu said that individual businessmen, driven by profit, poured a lot of water on the finished Pu ‘er tea or cast other color-changing substances, or put it directly on the wet ground to make it grow mold. After aging, it not only lost the charm of storage, but also did not have the health care effect of Pu ‘er tea.


　　　　Quickly make "aged tea" by boiling water and insolating.


　　　　Make old tea with chemicals


　　　　In fact, it is even more abominable to make money by pretending to be old tea than by using wet warehouse tea, and even using chemicals to make old tea. Chen Guozhang said that "aging" at high temperature has become the latest counterfeiting method. They put plates of raw tea sprayed with water and containers filled with water into iron boxes, and then exposed them at high temperature, thinking that the iron boxes were not high enough in temperature and humidity, and then poured water into the hot iron boxes, and repeated operations, in order to quickly "age" Pu ‘er tea. "In summer in the south, such a rapid Pu ‘er tea can achieve the effect of three months to five years. Besides, after such high temperature baking? The Pu ‘er tea made is ruddy in color and has a high selling price. "


　　　　Moreover, "making water old" is an upgraded version of "wet warehouse Pu ‘er". Chen Guozhang told reporters that they not only stored Pu ‘er raw tea in Fang Chen in underground kilns, air-raid shelters, earthen houses and other places with poor ventilation and high humidity, but also artificially sprinkled water on the tea to make the fermentation speed faster after wet storage. "I have personally been to the old kiln, and some sanitary conditions are very poor. The tea has been moldy for a long time."


　　　　A month and a half ago, the reporter tasted this kind of wet barn to make old tea at a friend’s home. This so-called brick of Chinese tea cultural revolution (250g/piece) with a storage age of more than 20 years has a retail price of more than 4,000 yuan/piece in Fangcun tea market. It looks neat on the surface and doesn’t smell musty. However, experts from the same industry knew at a glance that it was "wet goods". When the soup was opened, it tasted bitter and musty, and the bitterness persisted in the mouth for a long time, which was difficult to fade. Experts say that the appearance of old tea made in this wet warehouse has been well handled, which has deceived many people. The tea artificially stored in the wet warehouse has a pungent smell after opening the soup, and the soup is black and mixed, and the throat is locked. The dry tea sees green, black and red mildew spots, and the bottom of the leaves is sticky after brewing.


　　　　Soaking tea with potassium permanganate


　　　　Zheng Bingji, chairman of Yunnan Pu ‘er Tea (Group) Co., Ltd., said in an interview that some fake Pu ‘er teas are even more "horrible". They steamed the prepared and processed tea again. After steaming at high temperature, they threw it into those brick kilns and tile kilns that were already closed for ants to bite. The tea was rotten and the paper was rotten, and then dried again. The Mongolian said, "We are rotten."


　　　　Zheng Bingji gave an example to reporters: "One day in 2005, a friend came to me mysteriously and handed me something. I took my friend’s’ baby’ and carefully opened it layer by layer. A big musty smell came to my nose, and the whole thing had rotted away. There were traces of insects crawling on it and Baba pulled out by insects. I felt sick. People who might not understand it thought it was a century-old tea, but people who knew tea felt sick. This is not tea, this is garbage! "


　　　　Puer dictionary


　　　　Key points of tea age identification


　　　　First look at outsourcing paper and printing: the printing color of paper in every era is irreplaceable, and its particularity is even more impossible to counterfeit because of the weathering of paper and printing history. In addition, the internal flying paper is also related to printing, which is the same as outsourcing paper and printing. What is more special is that the internal flying paper is embedded in tea products? Yes, under normal circumstances, you can’t change it.


　　　　At the same time, molds, including stone molds, iron molds, wood molds, etc., have their special appearance and process in each era, which has a profound impact on the aging of tea products. However, the matching technique of tea cyanine varies with the background of each era. A comprehensive judgment with the pressing mold can be used as an auxiliary condition for the identification of Pu ‘er tea year.


　　　　Dry-stored Pu ‘er tea is tightly knotted, evenly fermented, glossy and moist. When you tap the tea cake with your hand, the sound is crisp and neat, and the tea soup is clear and bright, sweet and refreshing, and has no odor. Wet-stored Pu ‘er tea is loose and dull in color. If there is too much water, the surface of the tea leaves will be covered with frost, or the tea leaves will breed mold from the inside out, which has a strong pungent taste, alkaline taste and musty taste. The tea soup is turbid like cooked tea and tastes like acupuncture.


　　　　The Times asks you to tell the story of fried tea.


　　　　If you are a Pu ‘er lover, you have had a special experience in collecting Pu ‘er. Or "tea speculators", who know many unknown stories about the operation of Pu ‘er market, welcome to call our hotline or send us an email for information.


　　　

Editor: Shi Guanghui

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