月度归档 2024年4月30日

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Great Wall Motor donated a pickup truck with a total value of 1.5 million yuan to help Sichuan earthquake-stricken areas.

　　Recently, an earthquake of magnitude 6.8 occurred in Luding County, Ganzi Prefecture, Sichuan Province. The disaster situation touched people’s hearts. Great Wall Motor urgently donated 2 million yuan worth of money and materials to help Luding County, Ganzi Prefecture, Zichuan, Shimian County, Ya ‘an City and the surrounding disaster areas. Among them, the Great Wall pickup truck with a total value of 1.5 million yuan was donated to the China Red Cross Foundation for disaster relief materials transportation, emergency rescue in disaster areas and support for subsequent reconstruction.

　　After the earthquake, roads were blocked due to landslides, gravel rolling and other reasons, and some roads became narrow and impassable. In the section where big trucks are difficult to pass, pickup trucks donated by the Great Wall can transport materials to the disaster area, support post-disaster reconstruction and enrich the shortage of local rescue vehicles by virtue of their strong passability, ability to get rid of difficulties and loading.

　　The Great Wall pickup truck will also pay close attention to the progress of post-disaster rescue and tide over the difficulties with the people in the disaster areas.

　　Rushing for disaster relief, empowering public welfare rescue standardization

　　All along, Great Wall pickup truck has been actively practicing public welfare and shouldering corporate social responsibility while developing itself.

　　Last year, the "7.20" torrential rain in Henan Province, the National Motorists’ Association of the Artillery Alliance gathered overnight, and more than 200 Great Wall cannons rushed to Henan for disaster relief, opening a life channel for more than 4,000 Zhengzhou residents. At the same time, the Great Wall pickup truck acted quickly and launched eight care policies to provide all necessary protection and services for the affected car owners and minimize vehicle losses.

　　More than that, Great Wall Artillery also established the first public welfare rescue college in the industry, and launched a centralized training camp focusing on solving the actual rescue situation, aiming to stimulate the enthusiasm of Great Wall artillery riders to participate in public welfare rescue, and also to make public welfare rescue professional and standardized, so that every rescue is awe of life.

　　At present, the Great Wall Gun Public Welfare Rescue College has graduated more than 110 users, greatly improving the practical skills of public welfare rescue and empowering users to standardize public welfare rescue.

　　Climbing Mount Everest to protect the scientific research and help the national task

　　In addition to in-depth rescue in the disaster area, the Great Wall Gun also climbed Mount Everest, crossed the desert and escorted the national scientific research with users.

　　In the activities of measuring Mount Everest for three consecutive years, the Great Wall Gun in 2020 helped the country successfully complete the guarantee task of Everest elevation measurement; In 2021, the Great Wall Cannon, together with more than 300 car owners and 120 Great Wall Cannons, stood the test of rain, snow, fog and other complicated weather and gathered at the foot of Mount Everest. In 2022, the full-line pickup truck model of the Great Wall Gun once again successfully arrived at Everest Base Camp to pay tribute to the spirit of climbers.

　　The Great Wall Artillery also escorted the successful completion of the scientific research task of Lop Nur, China Academy of Forestry. As the official vehicle for scientific research tasks, the Great Wall Gun, with its all-terrain off-road performance and towing rescue capability, broke through the harsh natural environment, escorted the scientific research workers all the way, ensured the successful completion of the national scientific research tasks as planned, and also contributed to wildlife and ecological environment protection.

　　Persist in caring for students and shoulder the responsibility of people’s livelihood

　　The Great Wall pickup truck is also concerned with rural revitalization and insists on caring for students. In 2021, the Great Wall pickup truck "Worry-free Service to China" was officially upgraded to the Great Wall Gun Action, which was upgraded in four aspects: service, culture, products and commerce, and truly realized the user-centered and built a brand-new value system in which brands and users grew together.

　　Everywhere the Great Wall pickup truck goes, it will offer love to the local send warm and help more people in need. Up to now, Great Wall pickup truck has established 98 demonstration villages in 20 provinces and cities across the country to help upgrade local characteristic industries and promote rural revitalization.

　　Committed to building a car with people’s livelihood value in thousands of industries, Great Wall Gun has launched a variety of products that meet the user’s car scene and meet the user’s needs, and also deeply linked with the user’s industrial format to create Great Wall Gun products, helping more high-quality, original and original ecological products to enhance value, get out of the mountains and lead the national tide.

　　No matter the disaster relief, or the establishment of public welfare rescue college; No matter measuring Everest or escorting the national scientific research, and insisting on caring for students, Great Wall pickup truck, as a leader in pickup truck industry, has always actively practiced corporate social responsibility and demonstrated its corporate responsibility. In the future, the Great Wall pickup truck will continue to uphold the initial intention of public welfare, set off the responsibility and responsibility of enterprises, and contribute to the society and users.

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Do you really understand the advantages and disadvantages of Qin PLUS EV？ What is BYD’s confidence in hitting the high end？

Careful, you can easily find that BYD’s EV models are generally more expensive than the DM-i of the same model. The reason is that, first of all, the cost of EV models is higher, especially the power battery cost of pure electric models. Besides, what are the highlights and shortcomings of BYD’s EV models?

Teacher Bang also borrowed one recently to see if he could see some clues in it.

There are many small flaws in big advantages.

When I sat in the driver’s seat, what caught my eye was this instrument embedded in the center console. This is also one of the few small and exquisite instruments that Mr. Bang has seen in his many years of experience in reading cars. In terms of functionality alone, the information displayed by the instrument is rich enough, but in terms of grade sense, there is indeed room for improvement.

Coming to the back row of Qin PLUS EV, the longitudinal space performance of the legs is acceptable. The head space is really big, and the teacher Bang, with a net height of 170cm, is slightly unhappy. Coupled with the short cushion, the comfort of riding in the back row for a long time is really poor.

In addition, many state friends think that BYD’s EV models are on the high side, and the price of the flagship model of 145,800 yuan can only buy the 500KM endurance version of Qin PLUS EV. In fact, in addition to the price difference at the battery level, Mr. Bang also found the difference in chassis design between the two cars.

Qin PLUS EV rear suspension adopts multi-link form, while DM-i adopts torsion beam. Of course, it does not mean that the multi-link independent suspension is necessarily better than the non-independent suspension torsion beam, which has a great relationship with the adjustment of the whole chassis. However, in terms of comfort and cost, independent suspension is generally more advantageous.

At this point, Qin PLUS EV has more advantages than competing products such as Aion S and geometric A Pro.

During the actual experience, Qin PLUS EV chassis has a strong sense of weight and excellent vibration filtering performance, and the chassis can filter out the fine bumps on the road very well. When passing through the speed bump, the car’s shock absorption rebound is also very crisp, there is no unnecessary vibration, and it is also very resilient.

We also tried to drive the Qin PLUS EV for emergency merging. At this time, the car still has a certain roll range. After all, as a family car, the overall suspension setting is also biased towards a comfortable orientation.

Qin PLUS EV equipped with BYD’s latest Ferrous lithium phosphate blade battery makes up for the short battery life of lithium iron phosphate batteries in the past, and at the same time gives consideration to safety. The battery capacity of Qin PLUS EV 71.7 degrees, and the battery life reaches 600km. With the control strategy and energy recovery technology, the power consumption per 100 kilometers can be as low as 12.9 kWh.

During these two days’ experience, my driving conditions include high speed and urban congestion. Personally, I think there is not much difference between the actual mileage of Qin PLUS EV and the remaining cruising range of the watch when the air conditioner and music are turned on all the time.

Of course, in order to ensure the rigor, the electric state also made an objective EVRI endurance test for this car. What is the real endurance performance of Qin PLUS EV? Please pay attention to the subsequent test content of Qin PLUS EV of the electric state.

Another point that Mr. Bang agrees with is the design of Qin PLUS EV. BYD’s latest design language was well received when it was launched in Han. And this car follows the design of BYD Han, just like a small version of "Han EV".

Highlights of detail design include arrow-feather-shaped LED headlights, coupe-type sliding back design, through LED taillights, and 18-inch wheels at the top. The interior shape is very simple, and most functions are integrated on the central control panel.

Whether the design level is good or not is a matter of different opinions, but as far as the shape of BYD’s new car is concerned, I believe it is in line with the aesthetics of most Chinese people.

The 12.8-inch suspended central control panel in Qin PLUS EV car is very playable. First of all, the performance of this screen is excellent enough in clarity and fluency, and the rotatable design is also its highlight. The central control panel is equipped with DiLink 3.0 Zhilian system, which supports voice interaction, and third-party applications are also very rich.

What are the reasons for the excellent sales?

Having experienced Qin PLUS EV, this car does have some shortcomings, but overall, the advantages are obvious. Let’s discuss BYD’s sales performance again. It can be said that no matter what new car is launched, BYD now seems to have no shortage of fans and attention.

Recently, BYD announced its sales in May, and its new energy passenger car sales reached 31,681, up 198.8% year-on-year. Among them, BYD’s pure electric vehicle sales accounted for 18,711 vehicles, up 126% year-on-year, and plug-in hybrid vehicles accounted for 12,970 vehicles, up 458.3% year-on-year.

Super hybrid products such as Qin PLUS DM-i and Song PLUS DM-i just launched this year have also brought over 10,000 sales to BYD, and even the demand exceeds supply.

Since 2021, BYD has made frequent moves. First, the super hybrid DM-i products were launched one by one, and all its pure electric models also completed the "sabre" (equipped with brand-new blade batteries). On May 19, with a Han EV slowly driving off the production line, BYD also became the first member of the "Million Clubs" of new energy. Recently, it has been reported that BYD will release high-end brands in the fourth quarter, and the price range of the first model is 500,000-800,000 yuan.

BYD in 2021 is destined to be extraordinary!

In May, BYD Han sold 8,214 vehicles, and the cumulative sales volume also exceeded 80,000 vehicles, which is already a very good sales level. BYD’s flagship SUV, Tang, sold 2,301 vehicles in May. Among them, Tang EV increased by 80.1% and Tang DM increased by 66.1%.

BYD’s DM-i model can be said to be popular with its product strength. BYD Qin PLUS DM-i has a power loss of 3.8L per 100 kilometers and a long battery life of more than 1,000 kilometers, which is hot in the market. Qin Plus DM-I sold 10,566 vehicles in May, up 53.8% from the previous month. Song PLUS DM-i received a total of more than 30,000 orders in four months.

At the same time, BYD’s EV model has not only improved its cruising range, but also performed better in battery safety after the "Sabre", and these are exactly the issues that users care about. Today’s BYD, regardless of DM-i or EV, has been recognized by the majority of users.

What do you think of BYD’s brand-new high-end brand?

Let’s take a look at BYD’s brand new brand. Recently, it is reported that BYD will release a brand new high-end brand in the fourth quarter, including a brand new brand logo. The brand will also be an independent brand, an independent team and an independent sales channel. It is reported that the first model will be released later, and the model has a high-end positioning, and the price range is expected to be 500,000-800,000 yuan.

In fact, it is nothing new for China brands to constantly improve their brand positioning and brand image, which is also what most brands are doing. Nowadays, we can no longer measure China brand with the eyes of "domestic cars" many years ago, especially in the field of new energy. We are familiar with Weilai, Ideality, Gaohe, Extremely Fox and Lantu, which all have good reputation and products.

For example, the average selling price of Weilai has exceeded 400,000, and the price is not lower than that of BBA models of the same level. Of course, it does not mean that selling more than BBA is a high-end brand. High-end brands often mean reliable quality, advanced technology, luxurious design and excellent service, which is a very comprehensive thing.

Bangpingdian

BYD’s mainstream new energy products are mainly concentrated inIn the range of 100,000-300,000 yuan, its products also have stable sales and high recognition. And if BYD will build high-end brands and models of 500,000-800,000 yuan, its greatest strength naturally comes from the stable sales volume and strong technical strength at this stage.

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Zhiji Automobile and MasterGo： Follow the trend and cooperate with wisdom.

Zhiji Automobile is a brand-new user-oriented automobile science and technology company jointly built by SAIC, Zhangjiang Hi-Tech and Alibaba Group, which was established in 2020. As the implementer of travel change in the intelligent era, Zhiji Automobile is committed to exploring more advanced intelligent driving solutions to create a better future travel mode.

▲ Photo: Zhiji Automobile

For Zhiji automobile design team, the most important task is to bring a good experience to the interaction between people and cars through high-quality on-board human-computer interaction (HMI) design. Guan Chaoxiong, the software design director of Zhiji car cockpit, once said, "High-quality HMI design is one of the reasons why many consumers choose Zhiji. The rapid iteration of HMI design is inseparable from advanced design tools, and the characteristics of MasterGo, such as efficient collaboration and intelligent delivery, provide key support for us to realize the agile development of HMI design. Zhiji Automobile will also continue to bring more new experiences of intelligent driving to users in the process of deep creation with MasterGo. "

Smooth coordination, with an efficiency increase of more than 30%

MasterGo has fast response speed, many preset materials and rich community resources, and soon spread in the design department of Zhiji. Interaction and products have become the two most used teams. According to Zhou Pingxuan, the designer of Zhiji Automobile, the company highly recognizes the efficient collaborative work mode brought by MasterGo, which makes the communication between upstream and downstream of production, design and research become smooth and improves the overall design and development efficiency by 30%-40%.

The design of HMI is complex. It should adopt multi-sensory interaction mode, transmit and feedback information by visual, auditory and tactile means, and adapt to different application scenarios and environments. Therefore, the design file has many modules and versions. In the past, designers had to export the design draft first, then submit it to R&D for review, and then repeatedly take screenshots to make comparison and modification according to their feedback. After the modification, they had to re-transmit it. Only the time for exporting, uploading and downloading files should be calculated by the day.

▲ Photo: Zhiji Automobile

Nowadays, a link of MasterGo can solve the above problems. Project members operate in the same link, and internal collaboration and external sharing are extremely simple. When the design documents are changed, everyone will see the latest draft anytime and anywhere, and there will be no different versions of the documents. Computers and mobile phones can view them in real time, and the styles can be reused when the permissions are opened. When reviewing the design draft, if you have any suggestions, you can mark comments in the corresponding position through the comment function, and the designer can make targeted modifications and adjustments without waiting for the file transmission and editing process of traditional design tools.

"The most valuable thing about MasterGo is that it no longer needs a group of us to find a design element together, but can find what we need directly from the resource library." For example, to find a module component, in the past, it was necessary to find another module associated with this module and find the corresponding person in charge, and then the person in charge went to his own module library to find it, and so on.

▲ Figure: Zhiji car designers use MasterGo.

In addition to greatly improving the team’s collaboration efficiency, Zhou Pingxuan also mentioned the advantages of MasterGo in system management and design assets. "The document presentation in the MasterGo workbench can also be set regularly, and every document can be followed. We can see that the whole process from 0 to 1, from birth to growth, can directly trace its source and improve the unity of asset management of the whole team."

Create an excellent HMI design system to enhance the product interaction experience.

Xiao Rui, the designer in charge of building the control library of Zhiji Automobile, believes that AIGC technology can quickly generate various design materials, but it is not suitable for HMI design scenarios. He explained that AIGC technology is more suitable for users who have a lot of marketing needs at the C end, and they often need to do a lot of banner or other short and fast promotional materials without too much refinement and personalization.

"The car model needs very high and accurate design. We have a special modeling department, which will render different interior decoration drawings according to different models. We have strict requirements for details such as light and texture. We need intelligence, but we are more focused and accurate. At this point, MasterGo meets our needs well." Xiao Rui said.

▲ Photo: Zhiji car designers discuss the MasterGo design draft.

Xiao Rui also said that MasterGo’s support for control selection also brought them great convenience. He said that when calling controls, colleagues in the application team liked MasterGo’s control selection very much. It is not only convenient to adjust the control, but also has a variety of options. If you mark the properties, you can choose the style you need according to different parameters, which can greatly improve the design efficiency and consistency.

"For HMI design, we need to consider things from the system level rather than a single application level, so we emphasize unity and consistency. Unifying component libraries and design specifications in MasterGo is the basis for achieving standardized management. " Xiao Rui said. He believes that on the basis of standardized management, collaborative efficiency improvement brings designers more creative space. "This will allow us to have more time and energy to focus on innovating and optimizing HMI design, and bring better interactive experience to our users."

"Internal" worries about "external" troubles, and localization and migration follow the trend.

Internet product designers are no strangers to foreign collaborative design software. After the outbreak of supply interruption, the designers of Zhiji Automobile paid more attention to the security of design software and began to look for the optimal solution in domestic software.

When Xiao Rui talked about local design software, he felt that it would greatly slow down the efficiency of designers. For example, when the document versions of the sender and the receiver are different, updating the material library will automatically break the links of some controls; If you open the same file with different software versions, the layout will be misplaced and you can only reassemble the elements; If the file version update is not synchronized, the file transfer process will be interrupted for no reason, and it will be impossible to download after the time limit; Publishing new files must be exported and imported locally, and then manually downloaded and updated, which is a complicated and time-consuming process.

▲ Photo: Zhiji car designer computer desktop

After comprehensively comparing the collaborative design software on the market, Xiao Rui decided to introduce MasterGo into the Zhiji design team. "Sketch to MasterGo has the highest degree of file restoration, and the overall migration cost of our team is very low." After the privatization deployment, the efficiency and professionalism of the MasterGo team made Xiao Rui firm his choice. "On one occasion, we put forward two requirements, one is to copy and paste as it is, and the other is to share files in HTM, PNG, PDF and other formats. The MasterGo team responded quickly and gave us a lot of positive feedback. No matter the product manager or the front-end developer, they were sincere and professional, and they helped us solve very difficult problems in the shortest time."

▲ Figure: Zhiji car designers use MasterGo.

As an online product design tool to achieve "synergy and efficiency improvement", MasterGo’s increasingly excellent product performance and details exactly fit the brand connotation of Zhiji Automobile. It is simple and simple, which not only unifies the overall situation but also polishes the details, and is convenient and changeable. When asked about the expectation of MasterGo, the UED team of Zhiji Automobile believes that "online collaboration is bound to become the mainstream trend in the future, and learning and adapting to online collaboration tools is a skill that every designer must master. MasterGo is a tool, a platform and an opportunity. MasterGo has opened the door to China’s collaborative era and is gradually changing the way China designers work! "

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Geely Raytheon Power DHT was copied from Chery because it was all in third gear？ Official： We are different.

Recently, there are rumors that Geely Raytheon Power DHT technology copied Chery and registered the patent first. On August 2nd, the official account of Geely Network False Information Reporting Center issued a clarification, saying that the news on the Internet that "Geely Raytheon Power DHT technology copied Chery and registered the patent first" was seriously inaccurate, and the relevant content was wrongly quoted, which seriously damaged the reputation of Geely brand. The company has collected and fixed relevant evidence and reserved the right to investigate the responsibility of the infringer.

Geely issued a statement as follows:

1. The statement that "Geely hybrid car copied Chery car technology" in the online content is seriously inaccurate.

2. The part about "Geely 3-speed hybrid electric drive DHT Pro patent drawing (CN202120284735.7)" appearing in the network content is not a patent of Geely 3-speed hybrid electric drive DHT Pro scheme, but a patent of other Geely projects.

The domestic patent of Geely DHT Pro scheme (CN201810943518.7) was applied in August 2018 and published in January 2019; International patent (PCT/CN2019/078178) was filed in March 2019 and published in February 2020.

In addition, Geely’s 3-speed hybrid electric drive DHT Pro scheme uses the transmission of double planetary mechanisms+clutch+brake, and adopts two planetary gear mechanisms to realize different transmission ratios in the third gear of the power system, improving fuel economy and accelerating power performance of the power system. The planetary gear mechanisms realize different motion states to provide different transmission ratios through the combination or disengagement of the brake and clutch, which makes the power system not only simple in structure, competitive in cost, but also more adaptable. It is different from the transmission path of the "patent (CN201910360258.5) applied by Chery in 2019" quoted in the false content of the network transmission.

3. The statement that the patent nature of Geely DHT Pro is "utility patent" and "Geely dare not apply for invention patent" is seriously untrue. Geely’s DHT Pro technology has applied for an invention patent in August 2018, and our company has complete intellectual property rights for the patent of the 3-speed hybrid electric drive DHT Pro scheme. The patents of this scheme have been authorized in China, the United States and Japan, and the power products have been mass-produced by the end of 2021. The hybrid models of Xingyue L Raytheon Hi·F and Emgrand L Raytheon Hi·P have been delivered.

It is worth mentioning that this statement is the first statement analogy issued since the establishment of this account, which shows that Geely Automobile attaches importance to its power technology brand Raytheon Power.

According to the "Talk on Automobile Pulling", the reason why Raytheon hybrid technology was plagiarized was because both Geely and Chery hybrid transmissions used three gears, but the difference was that Chery’s hybrid technology Kunpeng e+ was a two-way balanced design structure, while Geely’s hybrid technology Raytheon engine was a planetary gear structure, which was exactly the difference between the two transmission paths mentioned in Geely’s statement. Moreover, Geely’s Lei Shenqing engine supports FOTA upgrade in the later stage, and more functions can be unlocked in the future.

In addition, rumors can’t stand scrutiny in time. Geely’s hybrid technology Lei Shenqing applied for a patent in 2018, while Chery applied for a patent in 2019.

At present, the domestic hybrid market is full of flowers, and each family has its own specialty skills. BYD’s DM-i, Great Wall’s lemon DHT, Geely’s Lei Shenqing Hi·X and Chery’s Kunpeng DHT have all been put on specific models and achieved mass production. Rumors and excuses are not enough to destroy technology, which is stronger, and the real market will give an answer sooner or later.

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Second light! Huawei, suddenly announced

China Fund News reporter Wen Xi

On the morning of April 18th, Huawei Terminal Weibo suddenly announced the "Pioneer Plan" of Pura 70 series, namely Pura 70 Ultra and Pura 70 Pro, which were put on sale at 10:08 on April 18th. On April 22nd, the Pura70 Pro+ and Pura 70 versions were subsequently put on sale.

Huawei Mall APP shows that Pura 70 series has the above four versions, among which Pura 70 Ultra and Pura 70 Pro have been put on sale. The lowest price of Pura 70 Pro is 6,499 yuan, and the highest price of the highest version of Pura 70 Ultra reaches 10,999 yuan.

In addition, the Pura 70 version on sale on April 22 is an entry-level version, and the price shows 5499 yuan.

After the Pura 70 series was released, the share prices of several Huawei concept stocks rose. At the time of writing, Shengyi Electronics rose more than 9%, Anjie Technology rose more than 7%, and Xinwei Communication and Shuobeide also rose.

Sold out in one minute "out of stock"

On the morning of April 18th, Weibo, a Huawei terminal, released a letter to Huawei users before 10 o’clock. In the letter, Huawei terminal mentioned, "On April 18, 2012, HUAWEI Ascend P1 was officially listed, thus opening a new era of intelligent imaging and scientific aesthetics."

Huawei Terminal also said in the letter, "Infinite imagination will take Huawei P series to a new height. The HUAWEI P series has been fully upgraded to HUAWEl Pura, and it will start again with a new attitude. "

Subsequently, Huawei announced the "Pura 70 Series Pioneer Plan", that is, Pura 70 Ultra and Pura 70 Pro went on sale at 10:08 on the same day. A few minutes later, Huawei announced that the Pura70 Pro+ and Pura 70 versions will be on sale at 10:08 on April 22nd.

It is reported that the Pura 70 series is equipped with the new HarmonyOS 4.2. At the same time, the Beidou satellite message was upgraded to support sending picture messages.

It is worth mentioning that AI has become the biggest selling point of Pura 70 series. The whole system supports AI remote control and intelligent payment, and it is also connected to Pangu model, bringing more intelligent applications such as AI elimination and AI cloud enhancement.

At present, according to the official APP, it was put on the shelves at 10: 08, and in less than one minute, many models of Pura 70 series have been "robbed", and the words "temporarily not for sale" or "temporarily out of stock" appeared in succession, and then the system gave the words "sold separately at 16:08".

Just "transformed" three days ago.

On April 15th, Huawei official Weibo released several videos about Huawei P series. Yu Chengdong, managing director of Huawei and CEO of BG, announced that Huawei P series has been officially upgraded to "Huawei Pura".

This also means that the P70 model that has attracted much attention will be renamed as Pura 70, which is also the first product of Pura’s new series.

According to Counterpoint Research data, Huawei returned strongly in the first two weeks of 2024, ranking first in smartphone sales. In the first six weeks of 2024, the overall sales of smartphones in China decreased by 7% year-on-year, but Huawei’s mobile phones increased by 64% year-on-year, ranking second with a market share of 17%.

Among them, Huawei Mate 60 series became one of the few highlights at the beginning of this year. In addition, the data shows that Huawei’s folding screen mobile phone shipments ranked first in the fourth quarter of last year, with a market share of 51.2%.

Guo Ming, a well-known analyst, predicts that the shipment of Huawei P70 series may increase by 230% year-on-year in 2024, reaching 13 million to 15 million units. Even if demand slows down, shipments are expected to increase by 150% year-on-year to 10 million to 12 million units.

Image and AI functions become highlights

Pura 70 series has been widely concerned by the market before it has been "transformed" According to past experience, Huawei P series is generally unveiled at the spring conference in March each year.

The market had expected that the P70 would be released in Shanghai in early April. Some market participants also believe that Huawei will pre-sell P70 in April through the "Pioneer Plan" and other means.

In addition to the release date, the market also made extensive speculation on its performance, function and configuration. Shanghai Securities analyzed in a research report that in terms of performance, all P70 systems support 5G, and there is a new satellite communication technology, and the network will be upgraded to 5.5G.

In terms of images, the P70 Standard Edition will adopt domestic sensors, and all the systems will be equipped with periscope telephoto lenses, which support variable aperture and OIS optical image stabilization technology. In addition, the P70 series has also been upgraded in lens, spin-on filter, microprism, motor and CIS.

In terms of AI, the agency mentioned that the P70 is built with Huawei’s self-developed Pangu model, with AI photography as the core highlight, and the functions of voice assistant, copy generation, picture and video generation can be greatly improved. In addition, the agency also expects that its built-in HarmonyOS OS will bring some features of the HarmonyOS Galaxy version.

Editor: Huang Mei

Audit: Muyu

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Xiaomi SU7 lost an average of 6,800 yuan when selling one.

At the press conference of Xiaomi SU7, Lei Jun said frankly that the sales strategy of this model is to "sell one and lose one".

According to the latest Citigroup report, the estimated delivery volume of SU7 of Xiaomi Group will be between 5,000 and 6,000 units in April, while the annual delivery volume is expected to be about 55,000 to 70,000 units.

At present, the delivery time of Xiaomi SU7 has been as long as 6 months, which has aroused the market’s concern about its production capacity. If the production capacity can’t keep up with the market demand, Xiaomi may face a growth challenge similar to last year’s G6 in Tucki. It is estimated that for every SU7 sold by Xiaomi in 2024, it will lose an average of 6 800 yuan, and the whole car-making business is expected to lose as much as 4.1 billion yuan.

However, some bloggers broke the news that the production capacity of Xiaomi SU7 began to increase this week. It is estimated that the daily production capacity will increase to more than 400 units, and the monthly output will directly jump to 12,000 units. This is undoubtedly a positive signal for SU7, a high-positioning model.

Looking into the future, it is predicted that by April 2024, Xiaomi SU7 is expected to rank among the top three in the pure electric car market with a price of over 200,000 yuan in China.

Lei Jun mentioned in his previous speech: "Our original standard version was priced at 229,000 yuan, while the top version was priced at 350,000 yuan. However, considering the price reduction strategies of other car companies, we decided to adopt a more sincere pricing strategy. Therefore, the standard version is priced 30,000 yuan lower than Tesla Model 3, while the Max version is priced at 299,000 yuan. "

For this report, Xu Jieyun, Special Assistant to the Chairman of Xiaomi Group and Deputy General Manager of China Marketing Department, quickly responded at the Weibo, saying that there may be a big deviation in this information.

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Dancing Black Mamba Aika Tianma Test Drive Zhiji L7 SP Edition

　　[Aika car test drive original]

　　On October 24th, the news that (|) Snake Performance’s high-performance version reached the top of Zhejiang’s fastest domestically produced mass-produced electric vehicles must have blown up the circle of friends of fans. And this week, I am very honored to be the first lucky person to test drive this high-performance version of the car. As for this newly-made domestic upstart, how much gold does it have? Let’s look down.

one

　　In recent years, the development of domestic new energy vehicles can be said to be very rapid, but everyone’s focus on domestic new energy vehicles is more on intelligence and cruising range, which can be said to be a weak item in performance. This time, the performance of Zhiji L7 Snake Performance in Zhejiang has even surpassed the top high-performance models such as AMG (|), (| |) Turbo S, (|), RS7, RS6, and it can be said that it is proud. Although its Zhejiang performance has just been refreshed by (|), it still ranks in the first echelon.

Black Mamba

Black Mamba

Black Mamba

Black Mamba

Black Mamba

Black Mamba

Black Mamba

Black Mamba

Black Mamba

Black Mamba

Black Mamba

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Secret of Xiaomi SU7 Intelligent Driving： Driving without a map comes true with only a light map.

Fast technology news on April 5,Xiaomi SU7Car series will be fully equipped.Intelligent DriveFunction, but consumers have doubts about whether it depends on map data.

In this regard,Xiaomi automobileThe official gave a clear answer.

According to the official statement,Xiaomi intelligent driving city navigation function is adoptedLight map schemeIn some complex scenes, the performance of this function will be optimized by combining prior information, and other scenes can be completed by real-time perception and planning at the vehicle end.

In other words, Xiaomi SU7 can realize intelligent driving without map data in most cases, but it still needs map support in certain scenarios.

Lei Jun announced at the press conference that,Xiaomi SU7 is scheduled to open in April.User testing10 cities will be opened in May, and eventually it will be opened all over the country.

Xiaomi’s delivery schedule shows that the standard version and Max version will be delivered at the end of April, while the Pro version is scheduled to be delivered at the end of May. This means that the owner of Xiaomi SU7 can immediately experience the NOA (automatic navigation) function of the city when receiving the vehicle.

It is reported that Xiaomi’s initial investment in full-link self-developed intelligent driving technology is RMB 3.3 billion, which has been increased to RMB 4.7 billion, and the size of the R&D team has exceeded 1,000.

Lei Jun further stated that Xiaomi’s goal is to enter the first camp of the intelligent driving industry by 2024.

Secret of Xiaomi SU7 Intelligent Driving: Driving without a map comes true with only a light map.

(reporting)

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Summary of weekend news： the central bank and other three departments have stepped in to support enterprises in this industry to raise funds through reasonable equity in the capital market.

　　What major events may affect the capital market over the weekend? The highlights are summarized as follows:

　　Macro and market news

　　State-owned Assets Supervision and Administration Commission: Accelerate the construction ofA new type of power system with the main body

　　According to a report by Cailian on Saturday, the State-owned Assets Supervision and Administration Commission of the State Council held a special meeting on the work of central enterprises to keep warm and supply this winter and next spring on November 16th. The meeting demanded that the long-term mechanism should be improved, the construction of peak-shaving power supply should be promoted according to local conditions, investment in technological innovation should be increased, and the construction of a new power system with the main body should be accelerated. It is necessary to strengthen risk investigation, put safety in production in a prominent position, and serve the overall situation of ensuring supply and stability with a good situation of safety in production. Relevant responsible comrades of 17 central energy supply enterprises attended the meeting., State Grid, ChinaFour enterprises, such as Electric Power and National Energy Group, reported the situation of power supply protection on the spot.

　　Three departments: lend, withdraw and cut off loans to real estate enterprises in normal operation, and support real estate enterprises to raise funds through reasonable equity in capital market.

　　On Friday, the people of ChinaThe General Administration of Financial Supervision and the China Securities Regulatory Commission jointly held a forum for financial institutions to study the recent real estate finance,Key tasks such as launching and debt risk resolution of financing platforms.

　　The meeting emphasized that in the past, the financial sector actively cooperated with the competent departments of the industry and local governments, made comprehensive policies from both the supply and demand sides of the real estate market, maintained the stability of key financing channels such as credit, bonds and equity, supported the improvement of industry operations, optimized and adjusted individual housing loan policies, and made efforts to stabilize the real estate market, which achieved good results. Recently, financial departments and industry authorities jointly held a symposium on representative real estate enterprises.Understand the main financial needs of industry risk resolution and high-quality development. All financial institutions should thoroughly implement the deployment of the Central Financial Work Conference, adhere to the "two unwavering", meet the reasonable financing needs of real estate enterprises of different ownership equally, and spare no expense in lending, drawing loans and cutting off loans to real estate enterprises in normal operation.

　　Continue to make good use of the "second arrow" to support private real estate enterprises to issue bonds for financing. Support real estate enterprises to raise funds through reasonable equity in the capital market. It is necessary to continue to cooperate with local governments and relevant departments, adhere to the principle of rule of law and marketization, increase financial support for Baojiaolou, and promote the industry.. It is necessary to actively serve the construction of "three major projects" such as affordable housing, accelerate the reform of the supply side of real estate finance, and promote the construction of a new model of real estate development.

　　Three departments: consider the credit supply in the second two months of this year and the beginning of next year as a whole to promote the stable growth of China’s economy with the stability of credit growth

　　On Friday, the China Municipal People’s Government, the General Administration of Financial Supervision and the China Securities Regulatory Commission jointly held a forum for financial institutions. The meeting held that in the next step, we should strengthen our confidence, continue to exert our strength and make contributions for a long time, continue to increase policy implementation and work promotion, and persistently create a goodFinancial environment. It is necessary to implement the requirements of cross-cycle and counter-cycle adjustment, focus on strengthening the balanced supply of credit, and make overall consideration of the credit supply in the second two months of this year and the beginning of next year to promote the stable growth of China’s economy with the stability of credit growth. It is necessary to optimize the capital supply structure, revitalize the existing financial resources, increase financial support for major strategies, key areas and weak links, and enhance the sustainability of financial support for the real economy.

　　Securities and Futures Commission: Improve the regulatory rules and severely crack down on derivatives as a "channel"The behavior of futures market supervision

　　On Friday, the CSRC publicly solicited opinions on the Measures for the Supervision and Administration of Derivatives Trading (Second Draft for Comment). Among them, it is mentioned that the supervision rules should be improved and the behavior of circumventing the supervision of the futures market with derivatives as a "channel" should be severely cracked down. The CSRC has systematically sorted out this issue and standardized it in these Measures, including prohibiting the circumvention of the position limit system, the letter cover system and the reduction and sale restriction system through derivatives trading, prohibiting short-term trading, insider trading and market manipulation through derivatives trading, and prohibiting derivatives operating institutions from being bigger than listed companies., the actual controller, Dong Jiangao, and the subject of reducing holdings and restricting sales to carry out derivative transactions with the shares of the listed company as the subject matter.

　　Industry news

　　The third day of national talks: lively atmosphere delivers good newsEnterprises appear in anti-tumor drugs or concentrate on negotiations.

　　Today, on the third day of the national talks, according to the on-site observation of the reporters of Cailian Association, the number of enterprise representatives has increased significantly., AstraZeneca,, Deqi Medicine,Representatives of companies such as Novartis and Kelun appeared one after another. According to this, the reporter judged that anti-tumor drugs will be concentrated in negotiations today.

　　It is reported that Hengrui and other "PD-1 Four Little Dragons" will all negotiate for renewal or expansion of indications today, as well as cornerstones andCooperative PD-L1 suglimab injection. In addition, AstraZeneca is responsible for the negotiation of destrastuzumab for breast cancer drug DS8201 injection, which has also attracted much attention.

　　Directly hit the 2023 medical insurance country to talk about the next day: the pace is accelerating! More than 30 companies have appeared on hypoglycemic drugs or concentrated on negotiating varieties.

　　On Saturday, the four-day 2023 national health insurance talks entered the second day of the agenda. According to the reporter of science and technology innovation board Journal, it is estimated that more than 30 enterprises will participate in today’s negotiations, AstraZeneca,, Hunan Kelun, Liaoning, Bayer, Shijiazhuang Four Medicines Group and many other enterprises have made appearances.

　　According to the reporter’s statistics, among the enterprises participating in today’s negotiations, there are many products involving diabetes drugs. It is speculated that hypoglycemic agents are one of the key varieties to be negotiated today.

　　AI becomes the focus of high-tech fair:All-in-one machine attracts the audience to stop. The release of domestic Chiplet large model reasoning chip

　　Cailian reported on November 18th that the 25th China International Hi-Tech Fair (hereinafter referred to as "Hi-Tech Fair") was being held in Shenzhen. At the new generation information technology exhibition in Futian exhibition area, a huge server box with Logo was prominently placed in the center.

　　According to the on-site technicians of Luchen Technology introduced to the reporter of science and technology innovation board Daily, this equipment is the original DGX H800 all-in-one machine, and Luchen Technology independently designed and developed the corresponding large-scale model software service to match it, thus forming Luchen Technology’s Colossal-AI extremely fast large-scale model workstation for sale or rental.

　　Huawei Xiaomi’s new car is overcharged with fire? 4COn the eve of mass application, listed companies in the industrial chain "prepare for war"

　　The reporter of Cailian learned from the industry on Saturday that the 4C overcharge brought by the 800V high-voltage electrical architecture will be applied in batches next year. In addition, the reporter learned from a non-public survey summary that it is estimated that about 25 car companies have launched 800V PRO models at present, and they should make significant contributions to the increment next year.

　　At this stage,、When the layout 4C is overcharged. In the supply chain of 4C rechargeable battery, the shipments of both electrolyte and anode covering materials are not large. A person from a negative material factory told Cailian that the fast-charging negative electrode shipped by the company in recent years can basically reach 4C. According to its forecast, the shipment of 4C negative electrode is expected to be the same as that of ordinary negative electrode in the next year. And more related industrial chains have their production capacity layout.

　　Huawei not only asks the intellectual circles, Yu Chengdong: There are also two "circles", from BAIC and Jianghuai.

　　The 2023 Guangzhou Auto Show officially kicked off on Friday. Yu Chengdong, managing director of Huawei, CEO of BG, and chairman of BU, a smart car solution, appeared at the auto show. In an interview with the media, he revealed that there will be two "boundaries" from BAIC and JAC after the world of intelligence.

　　This time, Huawei HarmonyOS Zhixing participated in the exhibition as an independent booth for the first time, and its debut models also included Wenjie M5 Urban Huancai suit, Wenjie New M7 and Zhijie S7. In addition, the high-end luxury car M9 also made its first public appearance at the auto show, and it is planned to be officially listed in December this year. Yu Chengdong warmed up the M9, which made its first public appearance. There were many "secrets" and the turning radius was very small, so it "drove like a car".

　　Exclusive |Next week, the price of the China market will continue to increase.

　　On Friday, Blue Whale reporter learned from close insiders that after three consecutive price increases, the China market price will be raised again next week.

　　Company news

　　This week, more than 10 listed companies intensively disclosed the business progress related to computing power.The interactive platform said that in the future, the rental price of computing power will be adjusted according to various factors.

　　continueTuesdayIt is planned to raise the charge of NVIDIA A100 computing service entrusted for operation by 100%. According to incomplete statistics, as of press time, this week includes parallel technology,、、、、、、, cloud from technology,、、、、andMore than 10 listed companies have also announced or responded to the progress of computing business on the interactive platform. Among them, the interactive platform said that the first phase of the company’s intelligent computing center will provide about 2500P computing power rental services, and the rental price will be adjusted according to various factors. Parallel science and technology announcement, purchasing 22 A800 AI computing servers from Ziguang Huashan. Announced the signing of a 346 million yuan computing service framework.The unit price is 180,000 yuan /P/ year. Xiaocai Note: In September, it signed a 346 million yuan computing service framework agreement with Qinghai Unicom, and the service fee was calculated according to the tax of 120,000 yuan /P/ year. According to this calculation, the company’s computing lease fee increased by 50%.

　　Shenzhen Zhengwei’s largest industrial park stopped production for two months.

　　Interface News reported on November 17th that Quanwei (Tongling) Copper Technology Company, a subsidiary of Shenzhen Zhengwei (Group) Co., Ltd., suspended production. "In the first half of this year, the company’s production situation was still good. After entering the second half of the year, it began to decline gradually. A few days ago, the company notified the holiday." A staff member of Quanwei Copper said. A document issued by the human resources department of Quanwei Copper, which the reporter was informed of, shows that all employees of Quanwei Copper temporarily stopped working on November 9, tentatively for two months. During the holiday period, the salary of personnel shall be paid according to the minimum wage standard of Tongling City.

　　More than 10 listed companies in Tik Tok responded intensively to the short video of testing water.It is said that the income source of its Tik Tok-certified MCN institutions may be broadened

　　Tik Tok started to pay for testing short video content. As of Friday’s close, it has related business cooperation with Tik Tok.20CM daily limit for two consecutive trading days,、andAlso harvest two boards. According to the incomplete statistics of Cailian, as of press time, including,,、、、、、、、andMore than 10 A-share listed companies, including Tik Tok, responded to the business impact of content payment or related cooperation with Tik Tok on the interactive platform in the past two days.

　　Among them, it is said that the income source of Tik Tok Star Map Service Provider and Tik Tok Certified MCN Agency, whose subsidiary Cinema Tianxia continues to export the content of Daren account in the fields of plot and evaluation, may be broadened. It is a local life service provider and live broadcast agent in Tik Tok, and its subsidiary Zhangwei Technology and other companies have also participated in short drama and short video services in Tik Tok.

　　Behind the expansion of Huawei’s smart car selection model, 11 listed companies in A-share circle of friends supply two or more cooperative car companies at the same time.

　　Yu Chengdong revealed in the latest interview with the media at Guangzhou Auto Show that there will be two "circles" from BAIC and JAC after asking the world and the intellectual world. At the same time, at the auto show, the M9 made its debut for preheating, and the S7 of Zhijie started the big set. Yu Chengdong said at the S7 pre-sale meeting in Zhijie last Thursday that at present,There are four partners in the smart car selection model, including, Chery, Jianghuai, BAIC.

　　According to the incomplete arrangement of Cailian, the suppliers, Chery,A-share parts manufacturers with two or more enterprises in BAIC Group include、、、、、、、、、and. Among them, mainly suppliers such as Jianghuai, Chery and BAIC Group. Supply ordinary wheel hub products for Xiaokang, Chery and Jianghuai passenger cars. To supply bumper products, to supply shock absorption products, and to supply shock absorption and pedal products to Chery. Xiaocai Note: Since the June low, the cumulative maximum increase of the stock price has nearly doubled, and it recorded 17 days and 8 boards in intraday trading on Friday.

　　Five-link plate: The company’s smart car management and other services are applied to intelligent driving in driving test training scenarios different from passenger car scenarios.

　　After-hours announcement on Friday, the company was concerned that some media listed the company as a smart driving concept stock. In the company’s main business, smart vehicle management and smart driving and training business focus on driver training and examination and the information field of vehicle management office, which is applied in the driver examination and training scene, which is different from intelligent driving in the whole scene of passenger cars.

　　The research and development project of brain-computer interface is not expected to affect the company’s production and operation in the short term.

　　After-hours announcement on Friday, the company’s brain-computer interface R&D project is a special project of Jiangsu Province’s key R&D plan. As a project participant, the company undertakes the research and development of sub-projects. At present, the project is in the research and development stage, and it is expected that it will not affect the company’s production and operation in the short term, nor will it generate sales revenue. The company uses Beidou technology to develop and produce timing products, and its annual sales revenue in 2022 is about 20 million yuan. It is estimated that the sales scale in 2023 will be the same as that in 2022. The revenue scale of such products accounts for less than 0.5% of the company’s sales revenue in 2022, with a small proportion.

　　Overseas news

　　SpaceX confirmed that it lost contact with Starship and was forced to trigger its self-destruction system.

　　According to CNN’s report on Saturday, SpaceX’s second test flight was better than the first, but unfortunately, it failed to complete all the scheduled plans and eventually exploded again. According to the report, a few minutes after the launch of the "Starship", Space X Company has confirmed that it lost contact with the "Starship" and its self-destruction system has been forced to trigger.

　　Investors put pressure on the board of directors to let go.Man or return to OpenAI?

　　According to a report by Cailian on Sunday, OpenAI suddenly announced the dismissal of CEO Sam Altman on November 17th, US time. The latest report shows that it is not impossible for Mann to return to OpenAI.

　　Bloomberg quoted people familiar with the matter as saying that OpenAI’s investors are putting pressure on OpenAI’s board of directors to revoke the recall decision. The above-mentioned insiders also said thatCEO Satya Nadella has been in contact with altman and promised to support him no matter what measures altman takes next. Under heavy pressure, the tone of OpenAI’s board of directors softened. Brad Lightcap, its chief operating officer, came forward and said in another note sent to employees on Saturday morning (November 18th, US time) that there was no "dereliction of duty" behind altman’s dismissal, but there was a communication barrier between altman and the board. According to The Verge, the board of directors of OpenAI is negotiating with altman, hoping that he will return.

　　According to the Wall Street Journal, altman is considering returning, but he has told investors that if he returns, he hopes to have a new board of directors and governance structure. People familiar with the matter said that he had discussed setting up another company to hire former OpenAI employees, including several who resigned in protest against his dismissal. People familiar with the matter said that altman expected to make a decision between the two options as early as this weekend.

　　Hundreds of layoffs in Alexa department say they will focus more on production.

　　On Friday, local time, the American technology giant announced that it would cut hundreds of jobs in Alexa’s voice assistant business department, on the grounds that the business focus has changed and more resources will be invested in the production field. In addition, some projects are planned to be suspended, but the exact scale of layoffs or which projects are planned to be suspended are not specified.

　　The storm of Samsung’s head has started again! South Korean prosecutors accused him of manipulating stock prices and demanded a five-year imprisonment.

　　On Friday, South Korean prosecutors accused Lee Jae-yong, the head of Samsung Electronics, of accounting fraud and stock price manipulation in the $8 billion merger of Samsung’s subsidiary in 2015, demanding that he be sentenced to five years’ imprisonment. Lee Jae-yong denied any wrongdoing at the hearing. This hearing is the last hearing of the lower court before the ruling. It is expected that the final ruling of the lower court will be made within a few months, and will be finalized at the latest early next year, thus ending a trial that lasted for three years.

　　The three major US stock indexes closed slightly higher, all of which recorded three consecutive weekly gains.

　　The three major US stock indexes closed slightly higher on Friday, all of which recorded three consecutive weekly gains. The Dow rose 0.01%, up 1.94% this week; The Nasdaq rose by 0.08%, up 2.37% this week; The S&P 500 index rose by 0.13%, and this week it gained 2.24%. Large technology stocks were mixed, and Google fell more than 1%., NVIDIA,Slight decline; Amazon rose more than 1%, Meta,、A slight increase. Energy stocks rose across the board,、Up more than 2%,、、Up more than 1%.

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Analyze the difference between live delivery and TV shopping.

TV shopping and live e-commerce, the essence of both is video+buying goods, using emotions for marketing. However, different carriers, scenes and prices make live delivery more popular.

  • In 1992, the Pearl River Channel in Guangdong Province broadcasted the first TV shopping program in Chinese mainland.
  • In 1996, Beijing BTV opened the first professional TV shopping channel in mainland China, and TV shopping has been in Chinese mainland for 24 years.
  • In 2016, Taobao live broadcast was launched, positioning "consumer live broadcast". In 2019, the turnover of Tmall double 11 was 268.4 billion, a record high, and the turnover of Taobao live broadcast was nearly 20 billion, which enabled more than 50% businesses to achieve new growth through live broadcast.
  • On March 15th, 2020, CCTV 315 conducted an investigation, and the live broadcast was chaotic: online celebrity and e-commerce teamed up to cheat fans.

Online celebrity’s new shopping mode-bringing goods, even if you don’t pay attention to it deliberately, keywords such as live selling goods in Li Jiaqi and Luo Yonghao have been passively accepted. The live broadcast of goods has set off a gust of wind, which seems to be the next outlet. This reminds me of TV shopping many years ago. What are the similarities and differences between them? Is there anything worth learning from and avoiding with live broadcast?

In order to solve the doubts in my heart, I made a small survey.

I interviewed colleagues and friends around me about the intuitive impressions of TV shopping and live broadcast, and got a lot of information to form a keyword collection.

Classify, sort out and duplicate the keyword set, and finally get five keywords for TV shopping and live delivery, showing their intuitive impressions in the public’s mind at present.

Needless to say, you also know which group is TV shopping and which group is live broadcast with goods. There has been a one-sided situation, and people are generally optimistic about live broadcast with goods, expressing recognition and encouragement; And TV shopping has become synonymous with "liar", which is negative, disgusting and distrustful. In the interview, many people said that relatives and friends have been subjected to TV shopping routines.

People have a bad impression on TV shopping now, but it can’t be denied that it was also expected when it rose. It was also the birth of such an excellent enterprise as Acorn International and its well-known brands: easy to remember stars, good back and oxygen stand. And so far, TV shopping is still an important channel for consumers to buy goods in the United States, Japan, South Korea, etc. In this way, merchants continue to provide high-quality products and distribution services to consumers in front of TV sets, and the sales of TV shopping on American cable TV networks alone reach tens of billions of dollars a year.

They have a common theoretical basis, the same form, all video+selling goods, the same underlying principle, and all use emotions for marketing.

Psychological emotional law:The law of emotions tells us that people are 100% emotional. Even if some people say that someone is rational, in fact, when this person thinks rationally, it is also influenced by his emotional state at that time. "Thinking rationally" is itself an emotional state. Therefore, people are 100% emotional animals, and decisions at any time are emotional decisions.

By arousing your high arousal emotions such as happiness, anger and disgust, or by negative picture description, you can completely break away from the status quo, or by depicting a bright future, you can make your freshmen yearn for it (remember the washing powder advertisement? A Xiong Haizi is covered in dirt, which may not be so dirty in reality). It can be said that TV shopping and live broadcast with goods are the same gameplay under different traffic carriers.

One happened in the past, and the other happened in the present. The more differences are often caused by the different technical resources and scientific knowledge in different times. How much has the consumer’s cognition changed compared with 20 years ago? There may be great differences, but the most basic human needs and emotions depend on these lowest things. I am afraid that only twenty years will not bring much change, and the psychology textbooks are basically the same. Therefore, the rollover of TV shopping in China is more of a man-made disaster.

TV shopping is on TV, which requires cooperation with TV stations and media centralization. Live broadcast with goods spread by the Internet, pc Internet, mobile Internet, where there is a network, everyone can participate, and the media is decentralized.

Tv shopping is generally an obstacle, and live broadcast with goods is a promotion. Why?

People turn on the TV to either follow the drama or watch entertainment programs, and anyone’s goal is to watch sales promotion. Not the target in people’s scenes, then his appearance will form interference and become an obstacle. The environment where the live broadcast takes the goods is e-commerce. The scene is that users have clear shopping goals or just stroll around. In short, they are all on the same side. The anchors with the goods are often knowledgeable and researched. What you recommend is something you want to buy. You must pay attention to see if there is a discount. If you don’t want to buy it, you won’t be disgusted. After all, I just come to stroll, not to mention that the anchors are either floating or handsome and won’t cause physical discomfort.

Tv shopping is the cooperation between manufacturers and TV stations, and live broadcast with goods is the cooperation between manufacturers and anchors with goods. There is basically no threshold between anchors and platforms, and at most, it is divided into several parts, and the big part is in the anchor.

Manufacturers spend a lot of money to buy the broadcast time of TV stations. In order to return to their own companies, they will use this time to the extreme. Manufacturers have no obligation to maintain the reputation of TV stations. The goal is to sell more goods in a limited time, so it is not surprising that the quality of deceptive marketing products is inferior. At that time, people didn’t have so many kinds of entertainment as they do now, and they could only watch TV to kill time when they were at home. In addition to the top few TV stations, there are a lot of idle broadcast time in other stations. Therefore, TV shopping, which seems to be inaction and criticized by people, has always existed. This is also an inevitable phenomenon in the era when channels are king.

On the contrary, the live broadcast brings goods. The anchor pays more attention to its own reputation and even only its reputation goes to the world. Why? The era of live broadcast with goods is the era of decentralized media. Users’ needs can be met by TV, mobile Internet, pc Internet and even car Internet at the same time. Users have more choices, so a good reputation in e-commerce will increase the differentiated competitive advantage, and selling fakes is tantamount to death. Therefore, the TV shopping manufacturer’s extreme use of radio reputation is completely opposite, and the probability of selling fakes in live video is lower now.

How did the lowest price of the whole network come from? This is the empowerment of the development of the times and the power of modern supply chain integration behind it. The production paradigm of human society has evolved from small-scale peasant economy, handicraft workshop to modern industrialized assembly line production for three generations. With the development of information technology, the fourth generation of production mode has actually appeared in the live broadcast industry, that is, industrialized customized production. The cost reduction brought by information technology will further expand the price competitive advantage, which was not available a few years ago.

The live broadcast with goods uses Internet technology to realize the real-time interaction between the audience and the anchor, and the anchor can immediately perceive the subtle changes of the user and make adjustments, while TV shopping does not have this, so it can only go down step by step according to the previously prepared desktop. The more interactive, the higher the purchase conversion rate will be.

To sum up, let’s look at the problems that need to be solved when TV shopping is close to live broadcast:

  1. The first is the TV station.Change the modeThe advertising broadcast time is close to free opening to the outside world, and the income comes from the anchor’s share of goods. The risk of TV stations has to be diluted by high-flow well-known anchors, and the narrowing of cooperation scope is inevitable. The marginal cost of anchors is extremely low and the cooperation intention is higher.
  2. nextUser group problemThe product ordering process needs to be very streamlined, whether it’s a phone call or a code scan, it needs to be simple enough for parents’ generations to complete, and it needs more efforts at the product level to customize the TV channel.
  3. Word of mouth problemThis feeling is also the most difficult. Over the years, TV shopping has been broken. How to change people’s perception of TV shopping "deceptive marketing" in a short time and at low cost is a bit difficult.
  4. As for the above.Scene problemI think it can be alleviated through program arrangement, such as arranging the live broadcast of outdoor products after the outdoor reality show and arranging clothes and cosmetics after the emotional TV series. Does it also eliminate the "obstacles" brought to users in the scene to some extent?

If TV shopping wants to enter the second spring, it is inevitable to deal with the operation mode, product design, word of mouth and scene problems. No one wants to be cannon fodder, and this comeback will become extremely difficult.

Now is the era of multi-channel decentralized media, and it is no longer the era when TV channels are king. It is definitely impossible to resurrect TV shopping with blood. It is unknown how much money you can get in the torrent and how many cakes you can get. One day, live broadcast will be as old as TV shopping, but we must avoid premature decline into TV shopping in the life cycle of live broadcast.

　

This article was originally published by @ 亵亵亵亵亵. Everyone is a product manager, and it is forbidden to reprint without the permission of the author.

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

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