CCTV’s large-scale media activity "Hundred Years and Hundred Cities" came to Yantai City, Shandong Province. Yantai was one of the first coastal open cities in China in 1984, and it was a new coastal city rising from the saline-alkali wasteland.

　　The reporter came to the Folaishan Citizen Cultural Park in Yantai Economic and Technological Development Zone, which is only more than 1000 meters away from the seaside. The sea has formed its high-quality ecology and provided natural location advantages for urban development here.

　　After more than 30 years of vicissitudes, the once saline-alkali beach has become a modern coastal new city. At present, 125 Fortune 500 projects have taken root in Yantai Development Zone, and the output value of the two leading industries of machinery, automobiles and electronic information has exceeded 100 billion yuan. Strategic emerging industries have risen strongly, and two industrial clusters, advanced structural materials and biomedicine, have been selected as the first batch of 66 national strategic emerging industrial clusters in China, and the total production capacity of MDI materials ranks first in the world.

　　Liu Jianmin, Deputy Secretary of the Working Committee and Deputy Director of the Management Committee of Yantai Development Zone: Like many development zones in China, the development model of Yantai Development Zone is to expand the secondary production, promote the integration of the tertiary production and the production city, and finally rise from a barren beach to a new coastal city.

　　In recent years, Guxian Street in Yantai City has further promoted the construction of the cultural brand of "Famous Town of Shandong Cuisine", taking Shandong Cuisine Industry as the core, giving consideration to culture, function and architecture, and planning to build an industrial cluster with the characteristics of ancient Shandong Cuisine.

　　Yu Fangqing, Deputy Secretary of the Party Committee and Director of the Office of Guxian Street, Yantai City, Shandong Province: The ancient history and humanities are very long. Besides Shandong cuisine, there are also very rich historical and cultural elements. There are mountains, waters, stories, delicious food and wine.

"Separation of the return capsule" and "entry into the atmosphere" … accused the hall operator of staring at the screen, and the measurement and control instructions came one after another. With three huge red and white "umbrella flowers" in full bloom over Jiuquan Dongfeng recovery landing site, the return capsule slowly swayed and landed on the ground. The return capsule is getting closer and closer to the ground, six airbags are opened, and the landing buffer is smooth, and the flight test mission is a complete success!

The moment the return capsule landed smoothly, warm applause immediately resounded through the hall in beijing aerospace control center.

At 13: 49 on May 8, the return capsule of a new generation of manned spacecraft test ship, which was developed by the Fifth Research Institute of China Aerospace Science and Technology Corporation, successfully landed in the predetermined area of Jiuquan Dongfeng Recovery Landing Site, which marked the complete success of the test ship’s flight test mission and also meant that China’s manned space industry opened a new chapter.

Simulation diagram of a new generation of manned spacecraft in orbit

Seven key technologies of perfect verification

The new generation manned spacecraft is a new generation of round-trip transport aircraft for China’s near-earth space station operation and manned lunar exploration. It has the characteristics of high safety, high reliability, multi-task adaptability and modular design, and adopts a new configuration of "return cabin+service cabin". Spacecraft can be used in low-earth orbit to support the construction of China’s space station, and it is also competent for the exploration of more distant deep space such as manned landing on the moon. It also has the powerful ability of "transporting people+transporting goods" and can transport 6-7 astronauts at a time when performing low-earth orbit tasks.

The new generation of manned spacecraft adopts many new technologies and products, especially in terms of reliability, safety, comfort, economy and intelligence.

The main goal of this mission is to verify the correctness of the new generation manned spacecraft scheme. It is understood that in order to verify more technologies and equipment, the development team of the Fifth Academy arranged high-density flight events for the test ship. During the on-orbit flight, the test ship has to complete dozens of key actions and carry out a number of carrying tests. It can be said that every minute is fully scheduled.

From successful launch to safe return, the test ship performed perfectly. For the Fifth Academy, seven key technologies that they are most concerned about and related to the success or failure of the mission have been verified one by one, which points out the direction for the development of new spacecraft in the next stage.

A new generation of manned spacecraft under test

These seven key technologies are:

In the on-orbit flight stage, the first single-component non-toxic engine with the highest thrust in the world successfully completed its debut.The HAN propellant used in this engine has the advantages of non-toxicity, pollution-free, low freezing point, high density, high specific impulse and low maintenance cost. It will completely replace the existing propellant in the future and further improve the safety of astronauts.

The maximum volume surface tension tank used for spacecraft in China for the first time performed perfectly.This tank adopts aluminum alloy lining and composite material winding structure, which has more loading capacity and can provide greater orbital maneuverability for the test ship. During the on-orbit flight, the test ship easily completed many orbit changes and entered the large elliptical orbit, which created sufficient conditions for high-speed reentry and return with large reentry angle.

A more comprehensive integrated electronic system is worthy of trust.During the mission, the system successfully completed the functions of the whole ship bus management, time system management, data storage, contact signal processing and thermal control management, which made the spacecraft run more efficiently.

Smarter autonomous track control technology plays an outstanding role.During the on-orbit operation, the attitude control engine performs attitude control, maintaining the attitude stability of the three-axis to the ground and during orbit change and braking; The orbit control engine changed its orbit several times, and successfully executed the return braking, which accurately controlled the test ship to complete the space flight.

In the reentry and return phase, the new heat-proof structure and materials adopted for the first time have been tested.. The whole thermal protection structure maintains a very high thermal protection efficiency on the basis of reducing the weight by more than 30% year-on-year. The new lightweight heat protection material not only withstood thousands of degrees of high temperature ablation during reentry and return, but also protected the safety of the return cabin. Moreover, the heat protection structure adopts the detachable replacement design for the first time, which can effectively improve the reusable rate. After returning, only one "physical examination" is needed, and a new heat-proof structure is replaced, so that the return capsule can be put into the next mission.

For the first time, the group parachute pneumatic deceleration and airbag landing buffer technology were adopted to escort home.. After the return capsule entered the atmosphere and reached the specified height, two deceleration umbrellas and three main umbrellas were opened in turn, which successfully reduced the speed of the return capsule from "aircraft flight speed" to "automobile city driving speed"; Before landing, six airbags were inflated and opened to help the cabin "soft landing" smoothly, ensuring the safe and complete recovery of the return cabin to the greatest extent.

Tailor-made on-orbit data acquisition system provides scientific support for future development.During the mission, the system obtained the impact load of ship-rocket separation and the load environment of carrying launch, on-orbit flight and return landing through various sensor networks. By measuring the pressure and temperature of the characteristic points on the bottom and sidewall surface of the return capsule, the aerodynamic and thermal characteristics of the return capsule during high-speed reentry are obtained. These valuable data will provide important reference for the development and optimization of subsequent models of new spacecraft.

The new generation of manned spacecraft is larger in size, more functional, more intelligent and autonomous, and adopts reusable technology.

China manned spacecraft technology from running to running.

Manned space flight represents a country’s comprehensive national strength and scientific and technological strength, and can promote the development of multidisciplinary and multi-technical fields. According to official information, China began to explore manned space technology in the 1960s. After the successful launch of the Dongfanghong-1 satellite, the manned space program codenamed "Project 714" was fully promoted, and the development plan of the "Shuguang-1" manned spacecraft of this project was officially launched. However, due to various reasons, the development of the "Shuguang-1" manned spacecraft finally stopped.

In 1992, China’s manned spaceflight project was officially launched. In the early morning of November 20, 1999, the Shenzhou-1 spacecraft was launched, and the curtain of China’s manned space flight slowly opened. On October 15th, 2003, Shenzhou 5 was launched. Astronaut Yang Liwei started the return procedure after flying around the earth for 14 times and 21 hours in Shenzhou 5, and returned smoothly, realizing Chinese’s dream of flying for thousands of years.

"Dawn One" spacecraft looks like a bullet head.

Since 1999, China has launched a total of 11 shenzhou spaceship, including 6 manned spacecraft and 5 unmanned spacecraft, and also launched 2 space laboratories, with 11 China astronauts and 14 people completing space trips, with the longest in-orbit time reaching 30 days; Achieve multiple firsts-astronauts’ first space outing, first rendezvous and docking, first space teaching …

At the press conference of the first mission of the Long March V B carrier rocket held on the evening of May 5, Ji Qiming, assistant director of the China Manned Space Engineering Office, introduced that China’s space station will be completed around 2022, with a total of 12 missions planned. After this mission, the core module and the experimental module will be launched successively to carry out on-orbit assembly and construction of the basic configuration of the space station; During the period, it is planned to launch four Shenzhou manned spacecraft and four Tianzhou cargo spacecraft to carry out crew rotation and cargo replenishment.

Facing the mission demand of China’s manned space flight to further deep space, in 2015, the Fifth Academy demonstrated and put forward the plan of developing a new spacecraft test ship to carry out high-speed reentry flight test. From January 2017 to December 2019, in just three years, the Fifth Academy completed the scheme design, product development, whole ship assembly, comprehensive test and large-scale test, broke through a large number of key technologies, and built this new spacecraft test ship from scratch, carrying new hopes and opening up new "heavenly roads".

Shenzhou VII astronauts left the cabin for the first time.

After mission verification, the main technical indicators of the new generation manned spacecraft test ship have reached the international advanced level. The Paper (www.thepaper.cn) learned from the Fifth Academy that compared with the international advanced space shuttle spacecraft, China’s new generation of manned spacecraft is no less capable, and they all have the ability to adapt to multi-task requirements, greater orbital maneuverability, and land and water landing capabilities.

The new spacecraft is more intelligent, and the GNC system of the spacecraft can independently control the flight of the spacecraft, which further improves the autonomous operation ability, improves the on-orbit survivability and application potential, and reduces the maintenance and operation cost, which is of great significance to the follow-up deep space exploration and the development of manned space models in China. The new spacecraft can also "see a doctor" for itself. During the flight, it pays close attention to its own health in real time. Once there is a problem, it "diagnoses" itself through the intelligent algorithm of the system, finds the lesion and removes it temporarily or permanently.

The new spacecraft is more cost-effective. The new spacecraft can be reused, and the use cost is greatly reduced. In order to reduce the cost of entering space, the return cabin of a new generation of manned spacecraft is designed by aerospace engineers to be reusable, and some high-value equipment, such as star sensors and computers, are adjusted from service cabin to return cabin after optimization design, so that they can be recycled after returning with the return cabin. A new lightweight thermal protection structure independently developed by China is coated outside the return capsule. After the mission is completed, only the lightweight thermal protection structure needs to be replaced, and the manned space mission can be carried out again after strict inspection. In order to achieve multi-functional use, the new spacecraft adopts a modular design of "building blocks". Different mission requirements can be completed through the same return cabin and different service cabin configurations.

The successful mission of the test ship indicates that a new generation of manned spacecraft in China has taken shape. It is understood that the Fifth Academy will, in combination with the mission requirements, carry out in-depth demonstration of the overall scheme of a new generation of manned spacecraft, improve and develop a new generation of manned spacecraft with high carrying capacity and cargo transportation capacity as soon as possible, and adapt to the near-earth space station and manned deep space exploration mission, so that China’s manned space transportation technology can fully realize the leap from running to running, so that Chinese’s pace of exploring space can be more stable and further, and contribute more to the early realization of the great dream of building a space power.

　　[car home Information] A few days ago, we learned from the official that (|) will be rolled off the assembly line on May 17th, and the pre-sale of this car has been started before, with a total of three models, with the pre-sale price range of 28,900-34,900 yuan. Pentium Pony locates a mini electric vehicle with three doors and four seats, with a pure battery life of 122km/170km under CLTC conditions.

　　Looking back at the new car, its appearance cancels the design of China Net, and the charging port is below the new LOGO. There are two Q-cute headlights on the front face, and the high-profile models will also provide LED light sources and have different color schemes. In terms of body size, its length, width and height are 3000/1510/1630mm and its wheelbase is 1953 mm.

　　In terms of interior, the interior is relatively simple, but the overall color scheme is bold. It only provides an all-LCD instrument panel, and other control functions are mainly operated by physical buttons. The overall shape is similar to the handle style of the game machine, and the gearbox knob is also located on the center console. This design makes a more spacious space between the two seats in the front row.

　　In the configuration part, the new car comes standard with the main driver airbag and front and rear seat belts. In the multimedia entertainment system, the car has functions such as radio, USB music and mobile phone Bluetooth. At the same time, the high-profile models provide a 7-inch LCD instrument combination screen and reversing images. At the same time, it also supports remote control of mobile App, which can realize remote unlocking and remote car search.

　　In terms of power, Pentium Pony is equipped with a single motor, with a maximum power of 20 kW and a peak torque of 85 Nm. It is equipped with a lithium iron phosphate battery pack, which has a pure battery life of 122km/170km under CLTC working conditions and supports the switching between sports and economy driving modes. At the same time, the slow charging port of the car is located under the central cover of the front face, and there is also a glass water filling port on the left side of the charging port. (Compile/car home Guo Chen)

　　Yale University scientists revealed the gradual process of quantum transition through a high-speed photography technology. Quantum jump has once again become a buzzword, and it has set off a debate about whether quantum mechanics is random or continuous.

　　As a theory to understand the atomic scale world, quantum mechanics has a core concept that is extremely radical, bold and counterintuitive, and even becomes a buzzword, that is "quantum transition". Most pioneers of quantum mechanics believe that quantum transitions are "random and instantaneous".

　　A new experiment shows that this is not the case. The research was completed by Zlatko Minev, a graduate student of Mike de Vorreith Laboratory of Yale University. He and his colleagues revealed the gradual process of quantum transition through a high-speed photography technique. This achievement was recently published in the journal Nature.

　　The significance of the experiment may be far more than that: researchers use the high-speed detection system to "catch" the quantum transition when it is about to be marked, and then reverse it to restore the system to its initial state.

　　As a result, the inevitable stochastic processes in quantum physics are now proved to be controllable — — Can people really control quantum?

　　Debate on quantum transition

　　Unlike Bohr and Heisenberg’s quantum theory, Schrodinger believes that there is no quantum transition.

　　In the mid-1920s, physicists niels bohr, Werner Heisenberg and colleagues established quantum theory. Bohr first proposed the concept of quantum transition, but it was not observed in the laboratory until the 1980s. This theory is collectively called Copenhagen interpretation.

　　Bohr proposed earlier that the energy levels (i.e. energy states) of electrons in atoms are quantized, that is, electrons can only use certain energy levels, while all intermediate energy levels are forbidden. He assumes that electrons change their energy by absorbing or releasing light quantum particles, that is, photons, and the energy of photons matches the energy gap between the allowed electronic States. This explains why atoms and molecules can absorb or release light with specific wavelengths. For example, many copper-containing salts are blue, while sodium lamps emit yellow light.

　　In a set of mathematical theories developed by Bohr and Heisenberg, which can explain quantum phenomena, Heisenberg listed all the allowed quantum states, suggesting that the transitions between these quantum states are instantaneous and discontinuous. The concept of instantaneous quantum transition has become a basic concept in Copenhagen.

　　However, the Austrian physicist Erwin Schr?dinger, another founder of quantum mechanics, did not agree with this view. In Schrodinger’s theory, he represented quantum particles by wave-like entities of wave functions. Their changes were gentle, and they changed continuously with time, just like gentle waves on the vast sea.

　　Schrodinger believes that things in the real world will not suddenly change greatly without spending a little time, and discontinuous quantum transitions are just an illusion in my mind. In an article entitled "Is there a quantum jump" published in 1952, Schrodinger firmly replied: "No."

　　The focus of the debate between them is not just whether Schrodinger likes sudden changes, but that Bohr and others claim that quantum transitions will occur randomly, but they can’t say why it is that particular time. This is like a result without reason, which is undoubtedly a great challenge to the law of natural causality.

　　In order to explore deeply, people need to observe a single quantum transition. In 1986, three international research teams reported that they observed quantum transitions in a single atom suspended by an electromagnetic field: the atom switches back and forth between a "bright" state and a "dark" state, in which the atom emits a photon, while in a "dark" state it does not emit photons randomly; The atom stays in one of these states for a few tenths of a second to a few seconds, and then jumps again.

　　Since then, people have observed such transitions in different systems, including the transition of photons between different quantum states and the transition of atoms of solid materials between quantized magnetized states. In 2007, a French research team reported that a transition was found, which was in line with what they described as the process of "a single photon from birth, activity to death".

　　In these experiments, the transition really seems to be sudden and random, because even if the quantum system is monitored, no one can tell when the transition will occur, and there is no specific image showing the transition.

　　Capture quantum transition

　　The experiment of Yale University can not only predict the transition, but also reverse it.

　　How exactly did Yale University do this experiment?

　　Generally speaking, they use a special method to indirectly monitor superconducting artificial atoms, that is, three microwave generators are used to irradiate atoms enclosed in an aluminum three-dimensional cavity. This dual indirect monitoring method developed for superconducting circuits enables researchers to observe atoms with unprecedented efficiency. They found that every time a quantum jump occurs, a tiny photon disappearance phenomenon will occur, which can be regarded as an early warning signal.

　　Minev, the first author of the paper, said: "Using this phenomenon, we can not only predict the transition, but even reverse the transition."

　　The researchers said that although quantum transitions are discrete and random in the long run, preventing quantum transitions means that the evolution of quantum States is deterministic to some extent, rather than completely random; Transitions always occur from their random starting points in the same and predictable way.

　　The quantum system used by researchers is much larger than atoms, and it is composed of cables made of superconducting materials, sometimes called "artificial atoms" because they have discrete quantum energy states, similar to the electronic states in real atoms. Transitions between energy states can be induced by absorbing or releasing a photon, just like electronic transitions in atoms.

　　Some scientists believe that this research may also be applied to quantum computing error correction. However, the real value of the experimental results lies not in any practical application, but in our understanding of the quantum mechanical system.

　　How can Schrodinger’s cat be saved

　　Through correct monitoring, we can observe an early warning signal and take action.

　　Schrodinger’s cat paradox explains the concept of "superposition" in quantum physics (that is, two opposite states can coexist) and unpredictability: a cat is placed in a sealed box with a radioactive source and a poison in it. If one atom of radioactive material decays, it will release poison. According to the superposition theory of quantum physics, before someone opened the box, the cat in it was both alive and dead, that is, in the superposition state of two States. Once the box is opened and the cat’s life and death are observed, its quantum state will change immediately and become one of "dead" or "alive".

　　Yale University’s research shows that an early warning signal can be observed during quantum transition, which makes Schrodinger’s cat saved.

　　Because the decay of nuclear is a random event, physicists only know the probability of its decay, and can’t know when it decays. If the nucleus decays, releasing alpha particles, triggering the electronic switch, the hammer falls, smashing the poison bottle and releasing cyanide gas, the cat will be poisoned.

　　If physicists don’t open the lid of the secret room, it is uncertain whether the cat is dead or alive, and it is in a superposition state of both death and life. Only when the lid is lifted can we know for sure whether the cat is dead or alive. In this way, the microscopic uncertainty principle has become a macroscopic uncertainty principle.

　　Yale University researchers use an indirect observation method in the experiment, which is also a "weak measurement" method widely used in the field of quantum information, and will not disturb the observed object. Researchers believe that the transition of a particle is neither as sudden nor as random as previously thought, and the evolution of quantum state is deterministic rather than random to some extent. Theoretically, through correct monitoring, we can definitely find the warning of the coming disaster, and take action before the disaster, and remove the poison bottle at the moment when the nuclear decay is predicted, so Schrodinger’s cat was saved. Minev said: "The quantum transition of atoms is somewhat similar to volcanic eruption. In the long run, they are completely unpredictable. Nevertheless, through correct monitoring, we can accurately get the early warning of the impending disaster and take action before it happens. "

　　The foundation of quantum mechanics has not been affected.

　　The paper clearly shows that the experimental results are in good agreement with the theory of quantum mechanics.

　　According to von Neumann’s summary, quantum mechanics has two basic processes, one is deterministic evolution according to Schrodinger equation, and the other is random collapse of quantum superposition state caused by measurement. Schrodinger equation is the core equation of quantum mechanics, which is deterministic and has nothing to do with randomness. Then the randomness of quantum mechanics only comes from measurement.

　　This randomness of measurement is what Einstein can’t understand. He used the metaphor that "God can’t roll the dice" to oppose randomness of measurement. However, countless experiments have confirmed that the result of directly measuring a quantum superposition state is random. In order to solve this problem, many interpretations of quantum mechanics have been born, among which three mainstream interpretations are Copenhagen interpretation, multi-world interpretation and consistent historical interpretation.

　　According to Copenhagen interpretation, measurement will lead to the collapse of quantum state, that is, quantum state will be destroyed instantly and fall to an eigenstate randomly; According to the multi-world interpretation, every measurement is a division of the world, and the results of all eigenstates exist, but they are completely independent of each other and do not interfere with each other. We are just randomly in a certain world; Consistent historical interpretation introduces quantum decoherence process, which solves the problem from superposition state to classical probability distribution. However, in choosing which classical probability, it still goes back to the debate between Copenhagen interpretation and multi-world interpretation.

　　Professor Li Chuanfeng from the Key Laboratory of Quantum Information of China Academy of Sciences told the Science and Technology Daily reporter that these interpretations predicted the same physical results, and they could not be falsified, so the physical meanings were equivalent. Therefore, the academic circles mainly adopted Copenhagen interpretation, that is, the word collapse represented the randomness of measuring quantum states.

　　"The experiment of Yale scholars has not affected the foundation of quantum mechanics, that is, the inherent uncertainty of quantum mechanics." Li Chuanfeng said that the quantum transition is certain for the wave function itself, just like a dice, and it is certain that it can’t roll 7 points. The wave function can calculate how the particle probability cloud in quantum state evolves, but once the measurement problem is involved, the Schrodinger equation cannot be solved. The only way is to calculate the probability of particles, such as position probability, momentum probability and so on.

　　"In fact, as early as 1986, a research team confirmed through experiments that quantum transitions take time. Yale University found that quantum transitions not only take time, but also send out an early warning signal before each transition. " Li Chuanfeng said that this is like saying that someone wants to jump long, but it is impossible to predict when he will take off, but before jumping forward, his body will lean forward and raise his arm to swing back and forth, and there is a definite causal relationship between these two things. Just hit him as soon as he raises his arm, and he won’t jump. However, when this early warning signal appears is still probabilistic. As for the "overturning quantum mechanics and overturning the uncertainty principle of quantum mechanics" circulating on the Internet, it is not involved in the experiment at all, and it is clearly stated in the paper that the experimental results are in good agreement with the theory of quantum mechanics.

"I raise the banner for Hebei Cultural Travel"

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Palace cuisine of the Qing imperial chef

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The 9th China Network Audio-visual Conference held more than 40 high-quality forums, exhibitions, conferences and other activities, and invited more than 300 guests from related fields to give speeches and share them, with 5,000 industry guests attending.

June 3, 2021 — On the 5th, the 9th China Internet Audio-visual Conference was held in Chengdu. As a national event with the largest scale and the highest specification in China’s network audio-visual industry, the conference further deepened the discussion on the theme of high-quality innovative development of network audio-visual, and released a number of important industry signals, which aroused widespread concern and heated discussion.

The conference was hosted by the State Administration of Radio and Television and the Sichuan Provincial People’s Government, with the Central Network Information Office as the guiding unit, and undertaken by the China Network Audiovisual Program Service Association and the Chengdu Municipal People’s Government. With the theme of "A New Journey of Seeing and Hearing", the conference held more than 40 high-quality forums, exhibitions, conferences and other activities. The online conference interacted with the offline conference synchronously, and invited more than 300 guests from related fields to give speeches and share, with 5,000 guests from the industry.

In addition, in order to continue to play the role of the "wind vane" of the conference, the ninth China Internet Audio-visual Conference also innovatively designed a number of "firsts" — — For the first time, a short video live broadcast day was set up, an international communication summit was held for the first time, and a high-tech audio-visual technology experience exhibition was set up for the first time.

Focus on the main theme and celebrate the centenary of the founding of the party

The 9th China Internet Audio-visual Conference highlighted the study and education of Party history and the design of excellent online audio-visual works to celebrate the centenary of the founding of the Communist Party of China (CPC), and planned rich theme activities such as "Exhibition of Excellent Programs to Celebrate the Centenary of the Founding of the Communist Party of China (CPC)" and "Release of Excellent Short Video Works with Hundred Years of Wonderful Short Video", which were promoted simultaneously online and offline in the form of pictures, videos, audio and interactive experiences, profoundly showing the glorious course and great achievements of the Party’s century-long struggle, and the achievements of excellent online audio-visual programs and the style of party building in the audio-visual industry.

In the online part of the boutique program exhibition, a network audio-visual boutique program exhibition area celebrating the centenary of the founding of the Party was opened in the cloud exhibition hall of official website and official website applet, and it was exhibited in the form of "graphic +3D renderings"; The offline part is also splendid, and the booth is organized and set up, which is divided into five major areas, such as online movies (online dramas, online movies, online animations), online variety shows, online documentaries, short videos and online audio programs. It is organized and set up by China Network Audiovisual Program Service Association, and displayed in the form of graphic posters, videos, AI smart devices, etc., with an endless stream of visitors.

In the "Works", a number of outstanding works with China characteristics, China spirit and China’s creation present the Communist Party of China (CPC)’s great achievements in economic construction, political construction, cultural construction, social construction and ecological civilization construction in the past 100 years. Among them, the documentary "A Hundred Years of Making Steel: the Communist Party of China (CPC)", "Eleven Books" to Witness the Initial Heart and Mission, and the film and television drama "Ideal Shines on China" directed by the State Administration of Radio, Film and Television have aroused enthusiastic response. Up to now, the total broadcast volume has exceeded 2.07 billion times, 250 million times and 170 million times respectively.

At the same time, Chengdu has specially planned a series of activities to create an urban atmosphere of "Celebrating the Centennial Birthday and Audiovisual Bright Future", and set up 100 atmosphere punching points in Chengdu to create a strong atmosphere for all people to participate in celebrating the Centennial Birthday and create a great historical cause, making this conference an important platform to focus on the main theme propaganda, focus on the center and serve the overall situation.

Standing at the historical key node of the centenary of the founding of the Party, major media platforms have also concentrated their resources, carefully organized and planned, actively laid out the main theme content, and solidly promoted the theme propaganda work.

According to Peng Jianming, member of the editorial board of the Central Radio and Television General Station and general manager of the General Manager’s Office, the works of the General Station to celebrate the centenary of the founding of the Party are closely related to the main theme, focusing on "networking" and "youthfulness". For example, CCTV News launched works such as "They were young at that time", "Their love at that time" and "Their friendship at that time", which vividly showed the struggle spirit of the Communist Party of China (CPC) people from the small incision of life, emotion and thought that contemporary young people felt the same. The innovative media products such as Red Map, Watching the Red Boat with Billions of Pixels in a Hundred Years after the Founding of the Party, Watching China by Bus, and C Major released by CCTV, etc., broke the time-space boundary and triggered hundreds of millions of netizens to visit exhibitions and punch cards in the cloud.

In order to welcome the centenary of the founding of the Party, Tencent Video has reserved many kinds of fine content, such as "Seeing Words as Face, Beginning Season", "First-class Response" and "Ebola Frontline". In addition to the explosive drama The Awakeing Age, Youku also launched hit dramas such as "Trumpet in Place" and "Tour Prosecutor Group"; Iqiyi has released realistic dramas such as Ideal City, Ace Force and Life Home.

Short video is developing rapidly.

On June 2nd, China Network Audiovisual Program Service Association took the lead in publishing the Research Report on Network Audiovisual Development in China in 2021 (hereinafter referred to as the Report). According to the Report, as of December 2020, the number of online audio-visual users in China reached 944 million, and the number of short video users reached 873 million. Moreover, the growth of users of short videos is the most obvious, from 817 million in June 2020 to 873 million in December 2020 in just half a year.

At the press conference, Zhou Jie, Deputy Secretary-General of China Network Audiovisual Program Service Association, made a further interpretation of the Report. He said that short videos not only have the fastest growth, but also continue to grab users’ attention. 53.5% of users watch short videos every day, and compared with comprehensive videos, short videos have the highest user loyalty. "Not long ago, the average daily usage time of short videos increased again, reaching 125 minutes as of March this year, surpassing instant messaging and becoming the network application with the longest daily usage time per capita."

Behind the increasingly vigorous development of short video, the war between long and short video platforms is imminent, especially the copyright issues arising from editing, cutting, handling, dissemination and re-creation of film and television works have become the focus.

"New Video" Helps Rural Revitalization

In recent years, under the background of "internet plus", the fields of "agriculture, rural areas and farmers" have been rapidly combined with e-commerce, live broadcast and short video, and these "new video" forms have also played a very good role in boosting rural revitalization. This was reflected in the 2021 "New Video Night" of the 9th China Network Audiovisual Conference and the annual sharing meeting of short video creators.

At the sharing meeting, a group of short video creators from the countryside made a collective appearance, and many wooden figures, Xiaoying couples, and the No.1 note children’s choir of Xidewar School in Liangshan Prefecture performed at the scene. Many bloggers also brought their hometown specialties and shared their stories. Through short videos or live broadcasts, some of them can make rice noodles and mangoes hidden in the mountains in the past more tasted by "foodies" everywhere; Some make paper-making, clay sculpture, bamboo weaving and other crafts get public attention again; Others show the natural beauty of various places and call on more people to join the team of environmental protection.

Among them, Liu Hong, director of the Cultural Tourism Bureau of Ganzi Prefecture, dressed in national costumes, directly turned into a recommender and invited netizens to enjoy the beautiful scenery in Ganzi Prefecture. "We have blue sky and green mountains in Ganzi, and invite everyone to visit Ganzi." According to Liu Hong, Ganzi received 31 million tourists last year. This year, they set a "small goal", hoping to exceed 35 million.

Zheng Hongjie, a "craftsman", Peng Xiaoying and Fan Deduo, a couple of Wenzhou farmers, Zhang Fei, the first secretary of poverty alleviation in Ganjiagou Village, Laoying Township, Xiaojin County, Aba Prefecture, Lu Weijian, a guardian of ancient paper, and Wu Zhaoguo, a young entrepreneur born after 1985, were also named as "stars of strength" at the sharing meeting in recognition of their outstanding contributions in rural revitalization and inheritance of intangible culture.

In order to better display the audio-visual value delivered as a "short video+live broadcast" platform, Aauto Quicker set up a number of booths at the conference. Among them, two documentaries of Aauto Quicker users’ stories, The Flower Fairy on the Little Four Wheels and Out of the Black Eye Bay, reflected the magnificent historical picture of China’s land winning the battle against poverty at the work exhibition celebrating the 100th anniversary of the founding of the Communist Party of China (CPC).

In addition, at the short video and live broadcast industry summit forum, Cao World Expo, general manager of Aauto Quicker Science and Technology Business Revenue Management Center, proposed that the future business model will be transformed into a model with trust economy as the core. He believes that the short video platform should provide a series of commercial solutions such as traffic reach, business precipitation and infrastructure capacity of middle Taiwan, so as to realize the trust economy model, and take into account the comprehensive interests of creators, merchants, brands and user experience, taking into account experience and revenue. This will undoubtedly help to ensure the continuous income of creators.

Strengthen international communication and tell the story of China well.

The Internet Audio-visual International Communication Forum hosted by the International Cooperation Department of the State Administration of Radio, Film and Television and hosted by Mango TV was held on the afternoon of June 3, which was the first time that an activity with the theme of international communication was presented at the Internet Audio-visual Conference. At the forum, representatives from online audio-visual platforms, overseas promotion agencies, intelligent terminal enterprises and industry experts conducted in-depth discussions on how to do a good job in international communication of online audio-visual under the background of deep media integration.

At the event site, the launching ceremony of the first International Short Video online celebrity Competition, an international communication series of "A Hundred Years of Beautiful Life", was held.

In his speech, Yan Chengsheng, Director of the International Cooperation Department of the State Administration of Radio, Film and Television, said that by planning and implementing the series of activities of "A Hundred Years of Beautiful Life", the State Administration invited Chinese and foreign netizens to tell the story of China’s common pursuit of dreams with people all over the world by using the carrier of new media in the form of short videos, so as to record the beautiful life and convey the strong voice of the times. Facing the new situation and challenges, we should deeply understand the structural changes of international audience and international market, promote the creative transformation and innovative development of political, economic, technological and cultural advantages to international communication advantages, and find the resonance between China and the world through audio-visual works with quality, temperature and emotion.

Miao Zhihong, Party Secretary and Director of Jiangsu Radio, Film and Television Bureau, said that with the care and support of the International Department, Network Department and China Network Audiovisual Program Service Association of the General Administration of Radio, Film and Television, Jiangsu Bureau will further improve its political position, base itself on an international perspective, strengthen cooperation and coordination, actively coordinate resources, and jointly run the event well with characteristics and achieve results. At the same time, we will also take this event as an opportunity to adhere to the mission of the new era of radio and television, uphold the innovative genes in the network era, and make all-round efforts in the main body of the network audio-visual market, service platform, industrial base, and talent team construction, and strive to empower international communication with the high-quality development of network audio-visual.

In the next keynote speech on "International Communication Mode of New Media", Zhang Yan, deputy director of the Propaganda Department of Hunan Provincial Party Committee, secretary of the Party Group and director of the Provincial Radio and Television Bureau, stressed that strengthening the construction of international communication capacity, telling the Hunan chapter of China story well and promoting Chinese culture to go abroad are related to the promotion of Hunan’s cultural soft power, which is a systematic project with strong policy, strong professionalism and wide coverage. First, we should take on the mission in firm cultural self-confidence and contribute to Hunan’s strength; Second, we should tell the story of China well in the world language and speed up the pace of "going out"; The third is to promote Huxiang culture to the international community and be a cultural pioneer of the "Belt and Road".

"IP resources are the embodiment of the country’s soft power." Zhou Kui, an associate professor in the Department of Journalism and Communication of China Communication University, said that in the era of mass communication, there are many strong IPs in China. For example, when it comes to China Kung Fu, foreign audiences will think that although these IPs are still strong, China needs more international IPs of this magnitude after entering the new era of network audio-visual.

Lin Luhua, Chairman of Yawen Communication Group, believes that it is not easy to build a well-known China IP in the world. Lin Luhua said that among the top 100 IPs of YouTube, the world’s largest video site, there is no IP from China. "There is a big gap between our content dissemination and influence and overseas media and institutions."

The forum also held a round-table forum on "The Road of Integrated Development of Internet Audio-visual from Content Creativity to Communication Channels Internationalization", and invited many representatives of platform operators and content creation institutions to share their experiences and understandings on the international market expansion, overseas audience analysis and localization management of China film and television content. At the end of the forum, the research report on the development and governance of international network audiovisual was released, and the "China in 2021 — ASEAN Friendship and Cooperation Theme Short Video Contest ".

CCTV News:At present, the epidemic situation in some provinces and cities in Northeast China, Central China and East China is more severe, and at the same time, it has suffered a round of snowfall and cooling weather, which puts great pressure on the supply of vegetables and other living materials. What is the market supply situation of important vegetable distribution centers in China? Look at the reporter’s interview in Shouguang, Shandong.

Recently, seasonal vegetables in many parts of the country have gradually entered maturity. Shouguang, Shandong Province has increased the deployment of vegetable categories and arrival quantities. Every day, 3,500 tons of vegetables are newly arrived in other places, covering more than 100 varieties. In case of emergency, 1,000 tons of vegetables are mobilized to ensure supply.

Liu Binyu, Deputy General Manager of Shandong Shouguang Dili Agricultural Products Logistics Park:Actively coordinate merchants, suppliers and producing areas, and actively organize the supply of goods. The daily dynamic inventory can reach more than 10,000 tons, which can fully guarantee the supply for more than three days.

At the same time, among Shouguang’s 600,000 mu vegetable planting area, the field area exceeds 300,000 mu, and most varieties of vegetables have entered the picking season. In the packaging workshop of Donghua Vegetable Professional Cooperative, the staff are sorting and packing the five-colored peppers. It is understood that the cooperative mainly buys and sells vegetables such as colorful peppers, cucumbers, loofah, bitter gourd and eggplant, and sells them to markets and large and medium-sized supermarkets in Beijing, Chengdu, Chongqing, Jiangsu and Zhejiang.

In view of the current epidemic prevention and control situation, Shouguang strictly controls the closed-loop management of goods and sales in the place of origin, and every batch of vegetables in the field must be inspected; Local vegetable cooperatives implement physical isolation to ensure the safety of vegetable trading; After the vegetables planted by the members have passed the cooperative inspection, they will arrange a special car to collect them "point to point".

Pang Dong, Chairman of Shandong Shouguang Donghua Vegetable Professional Cooperative:After the packaging boxes and vehicles are completely destroyed, the packaged vegetables are transported to the terminal market along the green channel of vegetable transportation planned by Shouguang. We have also reserved several large trucks and several drivers to ensure emergency transport capacity. While doing a good job in daily prevention and control, we will ensure sufficient supply and smooth supply and marketing.

Observation on the entertainment of the original uncle team

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In 2023, the variety market finally began to "return blood" slowly.

On the one hand, the traditional N-generation has a stable output by virtue of a mature model, and star reality shows such as Ride with the Wind 2023, Run, Flowers and Teenagers 5 are still big traffic users. On the other hand, even under pressure, various platforms have not stopped trying to launch new IP, such as "Let’s Go Now", which is a conspicuous package of stars, and "Happy Friends", which is reunited with the 0713 employment Homeie group.

This year, the biggest surprise was that the star-making ability of the variety show was once again demonstrated, and finally a "top stream" was created, and this "star-making" came from the cute baby of an amateur family-Mario in "Dad is in Charge 2". Since the variety show was launched, the Tik Tok account of Super Mario has increased by more than 2.62 million from 0-1, and the Mario family has increased by more than 6.1 million. At the just-concluded New Year’s Concert, the entry # Mario has too few shots # was even under the topic of stars all the way, and deus ex ran to the forefront of the social media hot search list.

Source: Tik Tok screenshot

Unexpected surprises always deserve more attention, because they often point to new opportunities and new stories in the future. In Mario, every variety artist has seen the perfect combination of variety star-making and short video announcement. At the moment when the long-short collaboration is getting closer and closer, the traffic supply of short videos has already become a necessary path for the variety market, and "Mario" is not an isolated case in 2023.

The "Star-making" story and traffic events in the variety show in 2023 were completely recorded and dismantled by the White Paper on the Publicity of Variety Show in Tik Tok in 2023, and the methodology inside also set off a research wind in the circle of friends of the variety show people, which caused every practitioner to think deeply about the situation and path of the publicity.

When the development of the industry returns to the essence of content, variety shows no longer need to shout grand slogans, spend huge sums of money and S+ level resources. However, the current variety show market will still create interesting points and empathy with specific people and stories, and how to occupy the audience’s attention more efficiently will be the winning point of the next stage of variety show announcement.

What did you do right in this year’s broken circle variety show?

If we repeat the most famous scenes of the variety show in 2023, we can actually find out some rules for the content of the variety show that the variety artists have racked their brains to know.

The first is to rely on the short, flat and fast, strong spread of the "visual department" variety scene card segment to circle. This kind of content often doesn’t need a high understanding threshold. It can simply and directly evoke the audience’s emotions by visual impact such as beauty, cuteness and handsomeness, leaving memories, such as cute baby, handsome boy and beautiful girl, gorgeous dance, cool special effects, etc., all of which belong to this kind of content.

For example, Mario, who made a big hit in Tik Tok this year, broke through with the card segment of "the cutest in the world", and opened his mouth to ask sweet words such as "I’m not cute" and "I love her if I love me three times", and captured a batch of short video creators to "generate electricity for love" and once again set off a wave of "cloud raising babies" on the whole network; And "Let’s Go Now", which almost assembles the lineup of "conspicuous packages" for internal entertainment, is out of the circle with hilarious scenes, such as "Adam helps Daxun Wei wear glasses" and "Adam teases Shen Teng’s age", which makes the program advance into the top ten in the effective broadcast list of Yunhe Data Network Variety, and becomes the best innovative variety of Tencent Video this year.

Stills of "Let’s Go Now"

In addition to the simple "visual system", it is also an important way to make use of social topics and emotional hotspots to amplify the growth of high-potential characters. For example, Huang Kai in "Exciting offer5", social issues such as family of origin, poor students, postgraduate entrance examination in World War V, workplace counterattack, etc., which are embedded in his personal experience, are all rich in discussion space. In the era of national short video creators, these embedded contents and people’s designs are constantly being analyzed and fermented, which not only makes Huang Kai personally break the circle, but also brings one peak of clicks and topics to the program.

In addition, under the background of the accelerated integration of long and short videos, whether the program group can manage the short video platform account position well with new gameplay such as live broadcast, second creation challenge and main creation vlog has also become the key to the variety show, and it has achieved remarkable results in this year’s variety show market.

Whether it is the innovator "Farming the Land" with a number of content layouts of "feature film+live broadcast+short video +vlog", it makes the explosive content penetrate on a single platform, becoming the highest effective long video innovation variety in 2023, or the re-employment men’s group of Happy Friends initiated live broadcast "sleeping", and Tiger Hu, Diamond and other masters created a group-building live broadcast to accompany them in "The Voice of God 4".

Source: Tik Tok screenshot

Undoubtedly, the position of the variety show in 2023 is being further migrated to the short video platform. When short video, live broadcast, and national innovation are on the C position of variety show, how to do a good job in variety show on a platform like Tik Tok has become a crucial compulsory course.

Return to the essence of variety show;

How to effectively improve the popularity and value of variety IP?

The logic of traditional variety show announcement is a one-way communication in which the announcement team focuses on manufacturing PGC to spread users. However, under the centralized output and distribution, does the announcement team really poke users’ interest? Do you really reach potential users? Do you want passers-by to turn powder? It’s all unknown

Source: "2023 Tik Tok Variety Show White Paper"

Faced with these pain points, the first problem to be solved in the variety show is to break through the circle and find the largest and real user group.

Where the user’s attention is, the announcement of the program is there. So, where is the more efficient passerby?

An interesting phenomenon is that variety users and short video APP users are highly overlapping. According to the "2023 White Paper on Tik Tok Variety Show", 96% of variety users visit short video apps with high frequency, and Tik Tok has over 100 million deep entertainment users who watch more than 20 minutes every day.

Source: "2023 Tik Tok Variety Show White Paper"

Not only are there many people, but we can see that users in Tik Tok are very capable of second creation, and the speed of surfing is soaring day by day. At the same time, they have very unique views and strong desire to express what they want to see in variety feature films and tidbits, who wants to see who will end up with whom, and even what kind of mirror transport, editing, soundtrack and packaging techniques they like.

How to build a new link to effectively enhance the value of variety IP after finding the right place for passers-by has become the key test of the platform’s ability in the current variety announcement.

First of all, to enhance the popularity of a variety IP, the publicity platform needs accurate content deconstruction ability, and has an effective communication form to keep the hot spot outbreak going, thus feeding back the variety IP itself.

What is very valuable is that Tik Tok Variety Passers-by are precious "entertaining the living", which can effectively avoid the embarrassing situation that variety shows are self-proclaimed. They will be crazy in the program comment area, will take the initiative to create stalks and play stalks, and they often have a strong enthusiasm for second innovation.

Erchuang is a process of deconstructing the details of the content with a magnifying glass, which can help the audience who have long been used to brushing at twice the speed to "focus" and understand the ingenious ideas buried by the production team in the content, so as to guide more users to click on the feature films of variety shows, and finally increase the broadcast volume of long video programs.

For example, in "Father in Charge 2", the tidbit of a # Ma Yang Ma Junyan’s 10-day flash marriage increased in popularity among "Tik Tok Living People", and its Tik Tok topic broadcast volume exceeded 27 million. # Ma Yang Ma Junyan’s love after marriage # Ma Yang Ma Junyan’s kiss is a pirated prank # Ma Yang Ma Junyan’s love in Xinjiang, and other second-generation topics have been added one after another, which are constantly being created and deconstructed.

Source: Tik Tok screenshot

This is especially true in the sound synthesis. In "The Voice of God 4", Silence Wang initiated the # lettinggo to travel around the Tik Tok Challenge, and the final topic was played more than 450 million, BGM was used by more than 3 million people, and people liked it more than 4.4 million times. When the song became the "Divine Comedy", the program itself was effectively played with 230 million, exceeding 170 million in the third quarter, and the data soared.

Secondly, for more and more amateur variety shows, how to "make stars" is an important weight to solve the problem of increasing the popularity of variety shows. Now, incubating high-potential characters and feeding back variety IP has become a top priority. Undoubtedly, the birth of popular content on the platform can help the publicity team to screen high-potential "protagonists" and shorten the incubation period, so as to release derivative content more pertinently and purposefully and arrange further publicity strategies.

For example, in the announcement of "Exciting offer5", Huang Kai’s personal account cooperated with the launch of the program in the early stage, and updated 1-2 videos a week. However, after the life story was exposed on October 17th, the huge topic discussion made Huang Kai burst into flames, and the program group quickly added promotional resources, such as the creative announcement of videos combined with Tik Tok’s popular gameplay, among which the gesture dance jointly created by Huang Kai and Hu Minghao won 240,000 praises. On November 8th, the large-scale linkage between the account and Sanlian Life Weekly not only broadened the personal exposure in breadth, but also extended the thickness and sociality of Huang Kai people’s design in depth.

In the end, Huang Kai stood out from all the people by virtue of his inspirational personal design, and his personal account quickly attracted 500,000 fans in five days. In half a month, the number of fans of Tik Tok soared from 0 to 1.1 million, which in turn attracted more Huang Kai fans to return to the long video and pursue more variety.

Source: "2023 Tik Tok Variety Show White Paper"

Finally, the test of a platform’s advertising ability depends on whether it has a mature commercialization link and can tap the incremental opportunities for the commercialization of variety IP. After all, how to help cooperative brands find long-term improvement in commercial value at the moment when the brand budget is tightening has also been included in the proposition that every variety artist needs to think about in combination with content innovation.

On this path, the advantages of Tik Tok Xuanfa are more obvious. In Tik Tok, brands can gain multi-dimensional exposure and multi-channel drainage, and gain long-term growth. Variety IP itself can also find more commercial space in Tik Tok live broadcast, short video, vlog and other diverse content ecosystems, whether it is the investment blessing of IP front links or the diversified realization of IP rear links.

During the broadcast of "Yearning for Life 7", the content exposure conducted by Tik Tok was linked to help Mengniu Telunsu’s flagship store in Tik Tok increase its powder by 5.8%; The dark horse "Planting the Land" promoted the pre-investment link in reverse after the red explosion. From the beginning, only Yuanqi Forest escorted the car, and later more than 10 brand owners came to occupy the pit; "Nice to meet you" opened up "artist+window+short video+live broadcast", which realized the attempt of live broadcast of variety edition with goods, and also provided more possibilities for the commercial return of variety IP …

Source: "2023 Tik Tok Variety Show White Paper"

In the end, what the variety show is going to achieve is that the program itself has soared in broadcast volume, the main creation has improved in popularity, and brand customers have found a channel to realize cash, forming a win-win situation for all three parties. It can be said that in a short video platform like Tik Tok, variety shows can be announced more efficiently. With the destruction of IP, the upstream and downstream of the entire industrial chain have also gained greater value growth.

What kind of strongest assistance should we choose in the future of variety show?

In the new communication environment characterized by two-way interaction, a brand-new idea of publicity is needed: under the content distribution logic of short video interest circle, the real "explosive stalk" is no longer the content focus circled by the publicity team itself, but comes from co-creation with users. The official PGC content is provided, and the core variety users actively explore the highlights to form a stalk, and then spread to the pan-variety users.

Source: "2023 Tik Tok Variety Show White Paper"

Therefore, how to form a benign interaction with users and realize content planting has become the key to the current variety show.

In Braving the Wind and Waves 3, the example of Cyndi Wang’s popularity is a typical representative. On the surface, what we see is a song "Love You" that activates the whole network "Cyndi Wang Boy". But in fact, the Xuanfa team has embedded a lot of popular content for testing five days before the broadcast. The official account has released 30+ short videos one after another, including the opening video of a wing bird riding the wind, the lineup of 30 stars, the video of artists playing, and so on.

Source: "2023 Tik Tok Variety Show White Paper"

Among the 30+ preparatory contents, a creative video of Cyndi Wang: Cyndi Wang sneezing with the caption "If you sneeze, it must be …" was released, and the highest praise was 5.499 million.

After the explosive content appeared, the publicity team quickly followed up. On the one hand, it added the topic of Cyndi Wang’s "Love You" initial stage cut heating, on the other hand, it refined the core emotion of "memory killing", and on this basis, it constantly copied hot spots, and finally completely detonated the phenomenal topic of # Cyndi Wang Boy #, and the total broadcast volume of related topics reached 2.35 billion.

Source: Cyndi Wang’s "Love You" is co-produced

However, the Xuanfa team did not stop there. Instead, they seized the universal public sentiment of "Remembrance and Killing" and created the broken circle with the content of each circle. Whether it is singing and dancing "Love You" from all walks of life or Amway, the phenomenon-level variety show that we feel is finally formed.

This is not coincidence and metaphysics, but a series of operations of the publicity team from pre-embedding test to copying hot spots and then detonating the circle. It can be said that for the subsequent publicity of Tik Tok variety show, a set of scientific ideas of "planting grass with content" has been experimented.

Starting from Riding the Wind and Breaking the Waves 3, this system continued to be used in 2023, and the examples such as Meiyi Liyu in Riding the Wind 2023 and Xu Liang in Breaking Through the Thorns 3 all achieved excellent results.

Apart from planting grass in content, Tik Tok, as a platform that can be operated for a long time, the cooperation between official number+main creator+talent has become the key point to activate core traffic.

Source: "2023 Tik Tok Variety Show White Paper"

The amateur program such as "Daddy in Charge 2" has become the key to the traffic contribution. During the peak period of the program announcement from June to October, Kuang Sheng released 57 related videos, and the videos released by Ma Yang received a total of 7.31 million interactions, which together contributed 31% of the traffic to the program. For a star variety show like Our Inn, considering the cooperation of the stars in the publicity, the official number operation becomes the key. Its official account in Tik Tok has won more than 500,000 praises with a "Song Yaxuan playing guitar and singing ordinary friends", thus contributing 81% of the traffic.

Moreover, after the end of the program, the publicity teams of many programs will continue to combine Tik Tok’s innovative gameplay, continuously update the account content, and precipitate the variety IP assets with longer-term companionship, which can also increase the frequency of brand exposure and enhance the commercial space of the program.

On the other hand, opening up the back link and realizing a large amount of traffic gathered by the variety IP also solved the pain point of "open source" in the variety industry.

"Planting Land" is undoubtedly the best example of using Tik Tok’s position management methodology to break the circle of variety IP in 2023, and it is also an innovative "species" under the coordinated acceleration of long and short.

Stills of "Farming"

"Short video+live broadcast" is the standard for the permanent output of the official number. Coupled with the daily sharing of the main creator and the second creation of the talented person, the potential of planting land in the whole network is gradually spread out. Just live broadcast this matrix, "Planting Land" has a variety of live broadcast methods, such as slow live broadcast and live broadcast with goods, which can not only bring the audience a sense of companionship and healing, but also provide more possibilities for the commercialization of variety IP. The operation of these positions helped the program to become an explosion. The younger brothers in the group of "Ten Diligent Days" started the soaring mode of rising powder one after another, and the attempt to bring goods in the live broadcast also achieved good results, such as the 518 shopping festival of "Planting the Land". The goods on the shelves were also sold out in one second, and the live broadcast room successfully broke into the list of goods.

From the detonation of "Cyndi Wang Effect" in 2022, to the continuous emergence of dark horse variety shows such as "Daddy in Charge 2" and "Farming the Land" in 2023, Tik Tok gave the core methodology of realizing the explosion variety show-"content planting grass+position management".

When publicity plays a more and more important role in the whole variety industry chain, it plays a key role in choosing the right platform, matching the content and finding the right communication path. Tik Tok’s rich gameplay has given variety publicity more imagination.

ending

In this year, variety artists began to embrace short video announcements deeply. Here, they found the passer-by plate that is most urgently needed for variety growth, which made it possible for the future variety innovation practice and also made the variety’s "star-making" ability return. At the same time, they also found a feasible way to realize the link after variety IP, so that the long-term growth of variety IP and brand value can form a win-win effect under the coordinated marketing combination boxing.

Under this background, Tik Tok Platform released the White Paper of Tik Tok Variety Publicity in 2023. Through the explosive variety marketing case in Tik Tok Platform in 2023, a set of practical and referential variety publicity routines was summarized, in order to help the variety publicity find a more certain future.

With regard to the future of variety shows, there are still many waves to be broken and many thorns to be cut. The market is always talking about innovation, but those who are bold in innovation need to be encouraged, and their good content needs to be seen. Tik Tok’s innovative exploration in variety shows has made those brave experimenters feel at ease and fearless.

Original title: "Revelation of 2024 Variety Show: Breaking Circle in Tik Tok"

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Yellow River News Network Yuncheng News (Reporter Li Bingrui)Recently, the reporter came to the vaccination clinic of the Salt Lake District CDC in Yuncheng City to see that many parents took their children to get flu vaccine. The staff told reporters that since the winter, the demand for influenza vaccination has increased significantly, mainly on Saturday and Sunday.

Citizens take their children to vaccinate.

"The child is now over one year old and has weak resistance. I saw that many people around me got the flu, so I quickly took my child to get the flu vaccine, thinking about early vaccination and early prevention." Ms. Zhang said.

After vaccination, the citizens are under observation in the observation area.

As the weather turns cold, the temperature difference between morning and evening becomes larger, and respiratory infectious diseases are high, so it is necessary to be alert to the overlapping risk of influenza and mycoplasma pneumonia. What is the flu? What’s the difference between influenza and mycoplasma infection? How to do a good job of protection scientifically? With these questions, the reporter interviewed Zhao Junxia, chief of infectious disease prevention and control department of Yuncheng CDC.

Zhao Junxia, chief of infectious disease prevention and control department of Yuncheng CDC, was interviewed.

Zhao Junxia introduced that influenza is an acute respiratory infectious disease caused by influenza virus, which can occur all year round, with high incidence in winter and spring. October to March in northern provinces is the influenza epidemic season. At present, Yuncheng has entered the influenza epidemic season, and the number of influenza cases reported in the past two weeks has increased.

Influenza and mycoplasma infection are both respiratory infectious diseases, but they are still different, with different pathogens, different ages of onset and different clinical symptoms. Influenza is caused by influenza virus, while mycoplasma is caused by mycoplasma pneumoniae infection. Influenza can occur in all age groups, and mycoplasma mainly occurs in teenagers over 5 years old. The initial symptoms of mycoplasma are similar to the common cold, including sore throat, cough, headache, runny nose, earache and other symptoms. In severe cases, lung infection may occur. If you want to identify whether you are infected with mycoplasma, you need to carry out laboratory tests.

Influenza is highly contagious, so how should citizens prevent influenza in their daily lives? Zhao Junxia told reporters that the most effective means to prevent influenza is to inject influenza vaccine before the influenza epidemic season. Secondly, individuals should maintain good hygiene habits and develop good cough etiquette. When coughing or sneezing, cover your mouth and nose with paper towels, and don’t throw them around. Wash your hands frequently at ordinary times, and clean with running water after coughing or sneezing, before and after meals; Keep the environment clean and ventilated, and open the window for half an hour every day, twice a day; Develop a good habit of wearing a mask, and wear a mask when going to public places, hospitals, supermarkets and contacting flu patients. If you have flu symptoms, you should rest at home, seek medical advice as soon as possible, go to school or work without illness, and try not to go to public places; People with influenza should wear masks when they go out to avoid infecting others.

• [Editor: Niu Ruimeng]

As a new season drama series of "Fog Theater", the opening of "Daughter Coming Back" has aroused the attention and heated discussion of the audience, and it has been highly praised because of its "brain burning" of the plot and the online performance of the actors, and even praised "the return of Fog Theater". However, in the middle of the series, the looseness of the follow-up plot and the rationality of the narrative were questioned by the audience, which led to the continuous decline of word of mouth, and the Douban score dropped to the passing line at the end. It can be said that "Daughter Coming Back" can’t escape the fate that the original suspense online drama of "Misty Theater" has a high reputation and the audience’s expectation has failed, and its narrative defect has also become a microcosm of the deep-seated problems of domestic suspense online drama.

If we count from the crime of undocumented in 2017, the domestic suspense online drama represented by "Fog Theater" has become a very subdivided type of online drama. Thanks to the development of genre models of suspense film and television works in Europe, America and Japan, as well as the literary foundation of Zi Jinchen’s original novels, and the participation of a group of directors with European and American film and television professional backgrounds, the domestic suspense online drama has set off a creative upsurge: after the crime without a license and chasing after the murder in the daytime aroused the audience’s expectation, the popularity and high reputation of Hidden Corner and Silent Truth in 2020 further established the status of "fog theater" as an industry drama, which gave birth to suspense. However, since then, the original script of Fog Theater has not been explored smoothly due to the defects of suspense narration, although the series such as Goodbye that Day, Fog in the Eight Diagrams Pavilion, Who is the murderer, Deadly Wish and Gold Rush have gathered a cast and production team that can not be underestimated, presenting an overall industry dilemma of the original domestic suspense online drama.

Generally speaking, domestic suspense online dramas, including "Misty Theater", follow a narrative mode of "social school" reasoning that combines suspense with reality. This choice is not only related to the policy advocacy of realistic themes of local film and television dramas, but also the communication strategy of online drama producers trying to break the genre boundaries and break the circle of audiences with realistic topics. At a deeper level, it is also the consistent cultural practice of local film and television dramas to highlight the theme of family humanity and social issues. Therefore, under the label of "crime" and "suspense", most of the dramas of "Fog Theater" highlight the human evil brought by family of origin and social power. For example, The Hidden Corner, The Fog in the Octagon Pavilion, Very Witness and Ten-Day Game all involve family relations issues that Chinese is particularly concerned about. Different from the hard reasoning that pays attention to the detective’s puzzle solving process, the social reasoning suspense drama pays more attention to the deep integration of social factors and human problems, and its puzzle solving process lies in showing the deep-seated human evil step by step, and pays more attention to the deep-seated social problems of all people doing evil in the context of a specific era. For example, the society and power system revealed in Silent Truth. This means that there is a close combination between this social problem consciousness and narrative suspense puzzles: in the narrative process of "throwing puzzles-solving puzzles-uncovering puzzles",Construct the rationality and logic of solid details, plots and characters’ behaviors, so that genre narration and social problems can be deeply integrated. By this measure, The Daughter Who Came Back has representatively exposed the narrative defects faced by local suspense online dramas.

Daughter Back is still a social reasoning network drama with the theme of family suspense. The drama is set in Tanling County, which was developed in the southwest of China in 1997 due to the third-line construction. It tells the story of Chen Youxi, a young girl adopted by Jieshan Welfare Institute. Xiaoxiu, a good friend who works as a home nanny in Li Chengdong, director of the county fertilizer factory office, mysteriously disappeared after discovering the Li family’s secret. In order to find the mystery of Xiaoxiu’s disappearance, she fled the welfare home and came to Tanling, pretending that Li Wenwen, the daughter of the Li family who had been missing for many years, sneaked into the Li family to find clues. From the perspective of Chen Youxi as an intruder, with the help of Xiao Xiu’s prospective boyfriend Cheng Wei, the drama gradually discovers the secrets and sins of the Li family through multiple struggles with his mother Liao Suifang, his father Li Chengdong and Liao Suifang’s lover Wang Zhongjiang. As a family suspense drama, The Daughter Who Came Back focuses on the complex game between the family members involved in the murder case, and how the characters form the "hunter" and "prey" and the relationship between the strong and the weak in various human motives and actions: Chen Youxi, as an intruder, seems to have the initiative, but in fact his identity and actions are in Liao Suifang’s hands; However, Li Chengdong, a weak husband in the marriage relationship, was very humble and obedient to keep Liao Suifang.In fact, it is precisely the perpetrators with the deepest intentions; And mentally retarded Li Wenzhuo seems to be kind and powerless. Is he a real murderer … … The series brings questions about who killed Xiaoxiu, the mystery of Li Wenwen’s death and whether Li Wenzhuo is really stupid or fake. The calmness and lust behind Liao Suifang, played by Mei Ting, and the complex character of Li Chengdong, played by Yanhui Wang, which is honest and humble on the surface, make the reverse relationship between these characters and the hidden level of human nature behind the murder case better presented.

However, similar to other social mystery dramas in Misty Theater, Daughter Coming Back has three obvious narrative defects, which make the narrative tension constructed by the contrast between the actor’s superb performance and the characters still unable to save its reputation:

First of all, as a suspense drama of social reasoning, its realistic problem consciousness does not go deep into the internal texture of narration, and stays at the superficial atmosphere of the times and the superficial psychological consciousness level, which fails to become a part of the deep-seated characters’ behavioral motives, thus showing a typical "sense of decoration of the times" drawback.Although director Lv Xing himself emphasized the typology and problem consciousness of creation, and published a document stressing that his narrative should focus on showing the relationship between the background of fund-raising tide, third-line construction and laid-off tide, detention and repatriation system, Qigong fever and other backgrounds existing in China society in the late 1990s and the mentality and fate of the characters at that time, from the perspective of drama narrative, these did not really form the deep-seated logic of his narrative, nor did they become a part of clues. The most important background in the play can be said to be the decline of the chemical fertilizer plant and the laid-off workers, which constitutes the background of Li Chengdong’s psychological loss and his fragile "pride" (used to show off in front of Liao Suifang as a red man of the factory director), but the real problem between him and Liao Suifang lies in his desire and Liao Suifang’s lack of love for him. Similarly, Wang Zhongjiang, who is his rival in love, is involved in the social context of wealth, and its complex relationship (how to get out of the chemical fertilizer factory, what it has experienced, why people are attached to raising funds, and how to have an accident) how to form an image of the relationship between the three people, which is vague in the play, not given an explanation and presentation, and not even entered the narrative context. Wang Zhongjiang’s plot line and the weakening consciousness of social problems behind it are difficult to support the narrative significance that the director’s intention and narrative background may bring, and eventually become a simple background decoration.

Secondly, as a typed narrative, both social reasoning and case reasoning need to follow the principle of "Puzzle Throwing — — The emergence of evidence — — The revelation of the mystery runs through the basic logic, which makes the progress of the plot and the audience’s participation form an intellectual wrestling with each other. However, there is an obvious problem of "puzzle loss" in Daughter Back, which leads to the separation between narrative progress and audience’s participation.In the first half of the plot, The Daughter Who Comes Back throws at least four puzzles: (1) The mystery of the identity of the monkey masked man; (2) Xiaoxiu leaves or the mystery of death (whether to leave or not? What is Xiaoxiu’s real personality? Who killed Xiao Xiu? How did Xiao Xiu die? What about Xiao Xiu’s body? (3) The mystery of whether Li Wenzhuo really burned his brain and whether he killed people; (4) The mystery of Li Wenwen’s disappearance and death, etc. These problems all lead to a direction of "all people are evil", and also make the criticism of the universal evil of human nature behind an era context a possible construction of the theme that the audience expects. However, after the series throws out questions, the plot is constantly turning over, and the focus of the questions is constantly changing. For the original puzzles, the answers are revealed in an effortless and narrative way: for example, the monkey mask man is just a rogue, and coincidentally reveals the mystery that Li Wenwen died in a washing machine. And why is Li Wenzhuo there every time the Monkey Mask Man appears? For another example, what kind of person is Xiaoxiu, and is there a relationship between her death and her real personality? … … None of these questions give clear answers in the play. Although the series gives many fragmentary clues, Wang Zhongjiang’s positive personality and light death lead to a lot of redundant details and plots being invalid. In the end, taking Li Chengdong as the subject of doing evil and accepting the crime runs counter to the audience’s guess that all the people are doing evil, which greatly weakens the intelligence of the narrative and the depth of the theme.

Thirdly, from the level of suspense narrative, narrative rationality is the most critical factor for the success of suspense drama, and the rationality of details, plots and characters constitutes three key elements of suspense narrative rationality, but The Daughter Who Came Back has obvious rationality defects in these three aspects.For example, the fact that Liao Suifang went to grandma Cheng Wei’s house to look for Chen Youxi’s things and glanced at the photos of Cheng Wei’s parents on the wall was not necessarily related to the narrative; As a patient in a mental hospital, it is also questionable how MengMeng got the key to a mental hospital and got in and out freely. In a suspense drama supported by solid realistic details, it is also abrupt to take the "flying butterfly" as the confirmation details of the relationship between Li Wenzhuo and Li Wenwen. On the rationality of the plot, what is criticized is why Wang Zhongjiang’s family can let anyone in and out freely, so that Cheng Wei can sneak in twice to steal blood tests and steal videos; And why was Liao Suifang so calm when she saw the obviously false report on the DNA report? Furthermore, from the character, Liao Suifang, who is so smart and careful, drank Li Chengdong’s poisonous soup defenseless before going to the Public Security Bureau in the last episode? And Chen Youxi can see that Li Chengdong lied and admitted to killing Xiaoxiu, but he was so out of control after Li Wenzhuo said he choked Xiaoxiu? And so on, all confuse the audience. This separation of details, plots and characters is a serious damage to narrative rationality.

The above-mentioned problems of "The Daughter Coming Back" are the common problems existing in the original suspense online drama of "Misty Theater". Without the adaptation of Zi Jinchen’s original novel, the creation of the original suspense narrative script of social school reasoning, the deep-seated narrative integration of social problem consciousness, the construction of typed puzzle narrative and the solid construction of logical rationality are all key issues to test the creation of local suspense online drama. How to get rid of the "sense of decoration of the times" and make people get a deep social representation of sexual sin, how to avoid the "puzzle loss" and how to form the narrative tension of audience participation in suspense narrative, and how to get solid details support through the multi-level rationality of logic, fundamentally determine how far the local original suspense online drama can go. (Author: Zheng Huanzhao, Associate Professor, School of Literature, Jinan University)