2024 年 4 月 – 上海后花园论坛-上海419论坛-夜上海论坛-阿拉爱上海

Geely Xingrui L Zhiqing and Xingyue L Zhiqing are listed.

Beijing News Shell Financial News (Reporter Zhang Bing) On the evening of December 3, Geely Xingrui L-engine and Xingyue L-engine went on the market. Both new cars were equipped with China Xingzhi Engine Oil Mixing System, of which Xingrui L-engine sold for 126,700-146,700 yuan and Xingyue L-engine sold for 167,700-177,700 yuan.

Fan Junyi, general manager of Geely Automobile Sales Company, said that before December 31, the replacement subsidy of 10,000 yuan will be introduced to Geely’s old users.

Editor Song Yuting

Proofread Wang Xin

OEM Xiaomi car, is it？

It is reported that it will be OEM. On October 19, in response to the above rumors, BAIC Blue Valley responded that the company did not receive relevant information.

Beiqi Blue Valley rose 22.18% for three consecutive trading days in recent days. On the evening of October 18th, it was announced that the daily operation of the company had not changed significantly.

According to reports, informed sources revealed that Xiaomi had approached at the end of August this year to discuss matters related to OEM new energy vehicles, but the two sides failed to reach a final cooperation.

In addition, it is reported that Xiaomi has negotiated with Chery, Brilliance and other car companies, which may be responsible for production, while Xiaomi is responsible for sales, but the specific results are not yet known.

Xiaomi Automobile plans to build a vehicle factory in Yizhuang, Beijing in two phases. The first phase of the factory has been basically completed and put into use, with a production capacity of 150,000 vehicles per year. Lei Jun’s goal in 2024 is to sell 100,000 vehicles.

It is reported that after the first coupe model of Xiaomi Automobile, it plans to launch an SUV model, but it does not consider rebuilding the production line, so it turns to negotiate OEM production with other automobile manufacturers to achieve two-track advancement.

According to the plan, Xiaomi Automobile will be officially mass-produced in the first half of 2024, and it is getting closer and closer to the first half of 2024.

In terms of investment, the financial report shows that Xiaomi’s investment in innovative business such as smart electric vehicles in 2022 is RMB 3.1 billion. By the end of 2022, the size of the R&D team of automobile business was about 2,300 people.

Regarding the configuration and price of Xiaomi car, there have been many reports on the Internet, and even the road test data have been sent online. Insiders pointed out that the high-end version of Xiaomi Automobile is priced at 250,000 yuan to 300,000 yuan.

It seems that everything is ready for Xiaomi to build a car. However, regarding the qualification of building a car, there is no clear official news yet.

There are indications that Xiaomi Automobile is progressing smoothly and getting closer and closer to the press conference. However, at this time, Bloomberg gave rice noodles full of expectations.Spilled itA pot of cold water, they reported that Xiaomi has not got the qualification to build a car.

It is also reported that Xiaomi has obtained the production qualification of electric vehicles, but the official has not officially responded. The mass production of Xiaomi automobile may be unknown before it is officially qualified to build a car.

Since the official announcement of the car in March 2021, more than two years have passed, and Xiaomi has not let consumers see the real appearance of the car. The so-called official map that flowed out before always gave people the feeling of still hiding half her face from us behind her guitar.

So far, all kinds of news about the progress of Xiaomi Auto’s car-making have basically come from the network. The news seems to be a lot, but it is difficult to distinguish between true and false.

Say a few more words

According to Lei Jun, the goal of Xiaomi Automobile in the future is to strive to enter the top five in the world within 15 to 20 years, and Lei Jun also said before that to enter the top five, the annual sales may exceed 10 million.

Xiaomi, who is eager to catch up with the wind, is the only choice for Xiaomi, compared with Baidu, Huawei and other enterprises, and it is a little late to enter the game. However, Xiaomi’s research and development expenses are not too much in the entire automobile industry chain.

In fact, there is not much time left for Xiaomi automobile to enter the market, but if it is to form differentiated competitiveness in a short time, time is even more urgent.

Rumors about Xiaomi automobile are flying all over the sky.For this car company, the core asset is actually Lei Jun.To put it more directly, it is the credibility of Lei Jun.. After all, Xiaomi’s mobile phone has dominated the rivers and lakes for so many years, and Lei Jun’s credibility is still very high, which is much stronger than Jobs who still stays in the United States.

LI’s revenue in the first quarter was 18.79 billion yuan, and its net profit was 933.8 million yuan.

　　LI today released its financial report for the first quarter of 2023 as of March 31st. The financial report shows that LI’s total revenue in the first quarter was 18.79 billion yuan (about 2.74 billion US dollars), an increase of 96.5% compared with 9.56 billion yuan in the first quarter of 2022, and an increase of 6.4% compared with 17.65 billion yuan in the fourth quarter of 2022. The net profit was 933.8 million yuan (about 136.0 million US dollars), while the net loss in the first quarter of 2022 was 10.9 million yuan, an increase of 252.0% compared with the net profit of 265.3 million yuan in the fourth quarter of 2022. Non-GAAP net profit was 1.41 billion yuan (about 205.9 million US dollars), an increase of 196.4% compared with the net profit of 477.1 million yuan in the first quarter of 2022, and an increase of 46.1% compared with the net profit of 967.6 million yuan in the fourth quarter of 2022.

　　Operating results in the first quarter:

　　In the first quarter of 2023, the total number of vehicles delivered was 52,584, a year-on-year increase of 65.8%.

　　By March 31st, 2023, LI had 299 retail stores covering 123 cities. At the same time, there are 318 service centers and car body and paint shops authorized by LI in 223 cities.

　　In April 2023, LI delivered 25,681 vehicles, up 516.3% year-on-year.

　　By April 30th, 2023, LI had 302 retail stores covering 123 cities. At the same time, there are 318 service centers and car body and paint shops authorized by LI in 222 cities.

　　Financial performance in the first quarter:

　　The total revenue was 18.79 billion yuan (about 2.74 billion US dollars), an increase of 96.5% compared with 9.56 billion yuan in the first quarter of 2022 and 6.4% compared with 17.65 billion yuan in the fourth quarter of 2022.

　　Automobile sales reached 18.33 billion yuan (about 2.67 billion US dollars), up 96.9% from 9.31 billion yuan in the first quarter of 2022 and up 6.1% from 17.27 billion yuan in the fourth quarter of 2022.

　　Other sales and service income was 459.7 million yuan (about 66.9 million US dollars), an increase of 81.4% compared with 253.4 million yuan in the first quarter of 2022 and an increase of 20.5% compared with 381.5 million yuan in the fourth quarter of 2022.

　　The cost of sales was 14.96 billion yuan (about 2.18 billion US dollars), an increase of 102.2% compared with 7.40 billion yuan in the first quarter of 2022 and 6.2% compared with 14.08 billion yuan in the fourth quarter of 2022.

　　Gross profit was 3.83 billion yuan (about 5.577 US dollars), an increase of 77.0% compared with 2.16 billion yuan in the first quarter of 2022 and 7.4% compared with 3.57 billion yuan in the fourth quarter of 2022.

　　The gross profit margin was 20.4%, compared with 22.6% in the first quarter of 2022 and 20.2% in the fourth quarter of 2022. The profit rate of automobile business was 19.8%, compared with 22.4% in the first quarter of 2022 and 20.0% in the fourth quarter of 2022.

　　The total operating expenses were 3.42 billion yuan (about 498.7 million US dollars), an increase of 32.9% compared with 2.58 billion yuan in the first quarter of 2022 and a decrease of 7.4% compared with 3.70 billion yuan in the fourth quarter of 2022.

　　R&D expenditure was 1.85 billion yuan (about 269.7 million US dollars), an increase of 34.8% compared with 1.37 billion yuan in the first quarter of 2022 and a decrease of 10.5% compared with 2.07 billion yuan in the fourth quarter of 2022.

　　The expenditure on sales, general affairs and administration was 1.65 billion yuan (about 239.6 million US dollars), an increase of 36.8% compared with 1.20 billion yuan in the first quarter of 2022 and 0.9% compared with 1.63 billion yuan in the fourth quarter of 2022.

　　The operating profit was 405.2 million yuan (about 59 million US dollars), while the operating loss was 413.1 million yuan in the first quarter of 2022 and 133.6 million yuan in the fourth quarter of 2022.

　　Not according to US GAAP, the operating profit was 885.4 million yuan (about 128.9 million US dollars), while the operating profit in the first quarter of 2022 was 74.9 million yuan, an increase of 55.7% compared with the operating profit of 568.7 million yuan in the fourth quarter of 2022.

　　The net profit was 933.8 million yuan (about 136.0 million US dollars), while the net loss in the first quarter of 2022 was 10.9 million yuan, an increase of 252.0% compared with the net profit of 265.3 million yuan in the fourth quarter of 2022.

　　Non-GAAP net profit was 1.41 billion yuan (about 205.9 million US dollars), an increase of 196.4% compared with the net profit of 477.1 million yuan in the first quarter of 2022, and an increase of 46.1% compared with the net profit of 967.6 million yuan in the fourth quarter of 2022.

　　The basic and diluted earnings per share of American Depositary Shares (ADS) attributable to ordinary shareholders are 0.95 yuan (about 0.14 US dollars) and 0.89 yuan (about 0.13 US dollars) respectively, while the basic and diluted losses per share of ADS in the first quarter of 2022 are 0.01 yuan, and the basic and diluted earnings per share of ADS in the fourth quarter of 2022 are 0.26 yuan and 0.25 yuan respectively.

　　According to Non-GAAP, the basic and diluted earnings per ADS belonging to ordinary shareholders are 1.44 yuan (about 0.21 US dollars) and 1.35 yuan (about 0.20 US dollars), respectively, while the basic and diluted earnings per ADS in the first quarter of 2022 are 0.49 yuan and 0.47 yuan respectively, and in the fourth quarter of 2022.

　　By March 31st, 2023, the total amount of cash and cash equivalents, restricted cash, time deposits and short-term investments in LI was 65 billion yuan (about 9.46 billion US dollars).

　　The operating cash flow was 7.78 billion yuan (about 1.13 billion US dollars), an increase of 324.3% compared with 1.83 billion yuan in the first quarter of 2022 and an increase of 58.0% compared with 4.93 billion yuan in the fourth quarter of 2022.

　　Free cash flow was 6.70 billion yuan (about 975.9 million US dollars), compared with 502.0 million yuan in the first quarter of 2022, an increase of 105.8% compared with 3.26 billion yuan in the fourth quarter of 2022.

　　Performance outlook:

　　LI predicts that the delivery volume of automobiles in the second quarter of 2023 will be about 76,000 to 81,000, an increase of about 164.9% to 182.4% year-on-year.

　　The total revenue will reach 24.22 billion yuan (about 3.53 billion US dollars) to 25.86 billion yuan (about 3.77 billion US dollars), an increase of about 177.4% to 196.1%.

Online celebrity anchor became a live broadcast platform to compete for the object, causing liquidated damages and other issues

　　The live broadcast platform and online celebrity anchor have been interdependent communities of interests since their appearance. With the increase of the number of live broadcast platforms and the escalation of competition, the conflict of interests between the two parties has intensified.

　　Online celebrity anchor is favored by live broadcast platforms because of its huge fan base and high-quality content, and it is also the main target of poaching between platforms. In recent years, some well-known anchors have jumped ship from time to time. In addition to fighting with their platforms, some anchors have even been brought to court.

　　Recently, a dispute caused by anchor job-hopping has aroused social concern.

　　Jia is the contracted anchor of a live broadcast platform. In April 2017, during the contract period with the original live broadcast platform, Jia went to another live broadcast platform for live broadcast activities. Therefore, the original live broadcast platform sued Jia to the court.

　　Recently, the Shanghai No.1 Intermediate People’s Court made a final judgment on this case, upheld the first-instance judgment of the Shanghai Pudong New Area People’s Court, and ordered Jia to stop violating the agreement with the original platform, continue to perform the obligation of inaction in the agreement with the original platform, and immediately stop providing live broadcast services or similar live broadcast activities for the new platform and any third party. Jia should compensate the original platform for liquidated damages within ten days from the date of the effective judgment.

　　In recent years, there have been many cases of similar lawsuits between anchors and platforms. The reporter combed similar cases and found that how to identify the relationship between the anchor and the platform, how to determine the amount of compensation, and how to find a balance between the anchor’s freedom of employment and the demands of the old club to continue to perform the contract have always been the focus of controversy.

　　How to identify the relationship between platform and anchor?

　　The reporter found out that the relationship between the anchor and the platform can be roughly divided into three types:

　　First, the anchor signed a sharing agreement with the live broadcast platform, that is, the anchor has the right to live broadcast, can perform live performances on the platform, and get certain gifts and rewards. At the same time, the anchor is not subject to the management constraints such as labor time and total labor stipulated by the live broadcast platform, nor does it engage in other labor tasks arranged by the live broadcast platform.

　　Second, the anchor becomes a contracted artist of the live broadcast platform, and is bound by a series of labor rules and regulations of the platform. While obtaining guaranteed economic income, it needs to undertake corresponding duties and tasks, including the assessment of multiple standards such as live broadcast duration, content quality, number of fans and live broadcast activity.

　　Third, the anchor signed a sharing cooperation agreement with the live broadcast brokerage company or guild, and the brokerage company or guild built the anchor in an all-round way. At the same time, the brokerage company cooperated with various live broadcast platforms to cultivate the incubating anchor.

　　Then, among these three relationships, which one constitutes a labor relationship?

　　In this regard, Zheng Ning, deputy director of the Department of Law, Department of Law, Communication University of China, analyzed that it is necessary to satisfy two conditions, namely, economic and personal dependence, to determine that the live broadcast platform and the anchor constitute a labor relationship. Economic relationship means that the anchor provides labor and the live broadcast platform gives remuneration; Personal attachment means that the anchor’s working time, content and methods are constrained by the rules and regulations of the live broadcast platform or specific management behaviors. In line with the above two conditions, there is a labor relationship between the anchor and the live broadcast platform.

　　"As far as the first and third cases are concerned, there is no personal attachment between the anchor and the live broadcast platform, and the anchor is independent. Therefore, these two situations do not constitute labor relations; As far as the second case is concerned, the anchor provides labor, the live broadcast platform pays remuneration, and at the same time, it is managed by the live broadcast platform and has personal dependence, so it constitutes a labor relationship. " Zheng Ning said.

　　In the view of Wang Yanhui, a Shanghai lawyer, three conditions need to be considered to determine whether there is a labor relationship between the live broadcast platform and the anchor: First, whether the employer and the employee meet the subject qualifications stipulated by laws and regulations; Second, whether the various labor rules and regulations formulated by the employer according to law are applicable to the workers, and whether the workers are subject to the labor management of the employer and engaged in paid labor arranged by the employer; Third, whether the labor provided by the laborer is an integral part of the employer’s business. According to the above conditions, it can be judged whether there is a labor relationship between the platform and the anchor.

　　"Therefore, in the above three situations, only the second one meets the conditions for forming labor relations." Wang Yanhui said.

　　However, Wang Quanxing, a professor at the Law School of Shanghai University of Finance and Economics, believes: "The live broadcast activity of the network anchor on the live broadcast platform is an activity in which the platform and the anchor jointly provide video products or services to the audience, and it is also the digital labor and remote labor provided by the anchor to the platform in the virtual place arranged by the platform, which constitute the production factors of the platform’s business activities of providing video products or services to consumers; The anchor shall abide by the management rules of the platform when engaging in anchor activities in the virtual places arranged by the platform. At the same time, the relationship between the platform and the anchor is continuous with the anchor activity as the object. Therefore, although the relationship between the platform and the anchor is different from the labor relationship in the traditional format, that is, it does not have all the elements of labor relations, but it has some elements of labor relations, such as subordination and continuity. "

　　Wang Quanxing said that as for the "cooperative relationship" agreed by the anchor and the platform, it is not a standardized legal concept, nor is it a famous contract concept. Any contractual relationship, including labor contracts, is cooperative. Therefore, the so-called "cooperative relationship" is not mutually exclusive with contracting relationship, entrustment relationship and labor relationship.

　　"In the terms of the contract, the anchor and the platform do not belong to the labor relationship or employment relationship ‘ Know ’ , and can not be used as the sole basis for determining whether it is a labor relationship. If the anchor has the facts that meet the requirements of labor relations in the process of cooperation, and this fact is also the agreement of both parties, such as the fact that the anchor undertakes the obligation of non-competition, it is the element that constitutes subordination. Therefore, whether labor relations are determined or not should be judged whether there are facts that meet the requirements of labor relations. " Wang Quanxing said that there are certain reasons for determining the nature of the so-called "cooperative relationship" between the platform and the anchor.

　　If it constitutes a labor relationship, workers can safeguard their rights and interests according to the labor law. Then, if it does not constitute a labor relationship, can the anchor effectively protect his rights and interests?

　　In this regard, Zheng Ning said that in some cases, although the anchor and the live broadcast platform do not constitute a labor relationship, there is a contractual relationship between the anchor and the live broadcast platform, and the anchor can safeguard his legitimate rights and interests according to the provisions of the contract law. There is a contractual relationship between the anchor and the live broadcast platform. The contract follows the principles of equality, voluntariness and good faith. Both parties can determine the contents of the contract through consultation. When one party thinks that there is fraud, coercion, obviously unfair or major misunderstanding, it can request the court or arbitration institution to cancel or change the contract. The parties to a contract may also stipulate liquidated damages in the contract. When one party violates the contract, the other party may request the defaulting party to pay liquidated damages and other ways to assume responsibility.

　　How to evaluate the liquidated damages for job-hopping

　　Anchor is the core resource of live broadcast platform, and the competition between platforms will also affect the value of anchor. In the fierce competition between live broadcast platforms, the value of the anchor is constantly being raised, and even there is a false high situation. At the same time, some online celebrity anchors think that their popularity depends on their own abilities, but the platform thinks that they have invested in packaging, publicity, planning and even broadband resources. Therefore, when some online celebrity anchors change jobs, they are often asked by the live broadcast platform to pay high liquidated damages. In recent years, the amount of liquidated damages has been increasing. However, how to evaluate the liquidated damages?

　　"On the legal level, the setting of liquidated damages has two main meanings: on the one hand, it is to protect the transaction, and it is a means of punishment for the defaulting party; On the other hand, it is also the most important function of liquidated damages, that is, to make up for losses, because one party’s breach of contract will often bring economic losses to the observant party, including actual losses and expected benefits. The determination of the amount of liquidated damages should be based on the actual loss of the observant party, and the observant party should prove its actual loss and expected benefit. If the breaching party thinks that the liquidated damages claimed by the other party are too high, then it has the right to ask the court to make adjustments, and the court will also make reasonable judgments according to the actual situation and the general situation in the industry. " Wang Yanhui said.

　　In this regard, Zheng Ning’s point of view is: "As far as the assessment of liquidated damages is concerned, there are two situations: first, there is a labor relationship between the anchor and the live broadcast platform. According to the provisions of the Labor Contract Law, the platform provides training fees for the anchor, and the service period is agreed, and the anchor can be claimed to pay the training fees that have not been fulfilled. If the anchor terminates the contract in breach of contract, or violates the confidentiality obligations or non-competition restrictions agreed in the labor contract, causing losses to the employer, it shall be liable for compensation. "

　　"Another situation is that there is a contractual relationship between the anchor and the network platform." Zheng Ning said that the contract law stipulates that the parties may agree that one party shall pay a certain amount of liquidated damages to the other party in case of breach of contract, and may also agree on the calculation method of the amount of damages arising from breach of contract. If the agreed liquidated damages are lower than the losses caused, the parties may request the people’s court or arbitration institution to increase them; If the agreed liquidated damages are excessively higher than the losses caused, the parties may request the people’s court or arbitration institution to reduce them appropriately. The Interpretation of the Supreme People’s Court on Several Issues Concerning the Application of People’s Republic of China (PRC) Contract Law (II) stipulates that the agreed amount of liquidated damages exceeds 30% of the loss, which can generally be regarded as "excessively higher than the loss caused". Therefore, in the contract, the anchor and the network platform can agree on the liquidated damages in advance, and when one party violates the agreement, the other party can claim to pay the liquidated damages.

　　In Wang Quanxing’s view, in labor relations and labor law, the application of liquidated damages is subject to legal restrictions, and compensation has legal rules. In civil contracts, we should pay more attention to the principle of fault, the principle of fairness and the proof of damage facts for liquidated damages and compensation.

　　Both sides should raise their legal awareness.

　　Some people think that anchor job-hopping is an act that lacks the spirit of contract; Others believe that this is normal business competition. As anchors who want to jump ship, they want to get a job on a new live broadcast platform; As an old club, the anchor is generally required to continue to perform the contract and compensate for the losses. So, how to balance the different demands between the anchor and the live broadcast platform?

　　In this regard, Wang Yanhui said that according to the provisions of the Contract Law, the observant party has the right to choose to terminate the contract and demand payment of liquidated damages, and also has the right to choose to ask the defaulting party to continue to perform the contract. However, the purpose of China’s civil law is not only to protect transactions, but also to protect the freedom of transactions as much as possible. If the anchor has reasonable reasons to prove that he can’t continue to perform the contract with his old club, then the law generally won’t "buy and sell" and ask him to continue to broadcast live on the original platform.

　　In Zheng Ning’s view, in the case of labor relations, the labor law stipulates that workers have the freedom to work, and they can terminate the labor contract by notifying the employer in writing 30 days in advance. The employee may terminate the labor contract by notifying the employer three days in advance during the probation period. Therefore, the anchor has the right to terminate the labor contract in accordance with the provisions of the labor law. The employer can only demand compensation for the corresponding losses through terms such as non-competition, confidentiality obligations and training.

　　"In the case of a contractual relationship, both parties shall exercise corresponding rights and perform corresponding obligations in accordance with the contents of the contract agreed in advance. The live broadcast platform may require the anchor to pay liquidated damages and compensate for the losses for the anchor’s breach of contract. However, the subject matter of the contract has personal attributes and is not suitable for enforcement. Therefore, after the anchor pays the liquidated damages, the anchor can broadcast on the new platform. " Zheng Ning said.

　　In Wang Quanxing’s view, there is a legal basis for non-competition in labor relations. Because the restriction of non-competition is a restriction on the freedom of workers to choose a job, it is conditional for workers to undertake the restriction of non-competition, and it is based on the compensation given to workers by employers. As for whether the non-competition clause can be stipulated in the civil contract, there is no legal basis in China. There must be a legal basis for agreeing on non-competition. Even if it is allowed to agree on non-competition, the obligation to undertake non-competition should be conditional and have economic compensation as consideration. Otherwise, obviously unfair.

　　"In reality, many live broadcast platforms are unwilling to form a labor relationship with the anchor on the one hand, and require non-competition restrictions on the anchor on the other hand, and their goals are conflicting. In fact, choosing the arrangement of labor relations may not be unfavorable to the live broadcast platform. " Wang Quanxing said.

　　Then, once the anchor changes jobs, how should the anchor and the platform protect their rights and interests?

　　"Improve legal awareness. When signing a contract, clarify the legal relationship between the two parties, that is, clarify whether it is a labor relationship or a contractual relationship, and then stipulate the rights, obligations and legal responsibilities of both parties in detail. The contract should clearly stipulate the remuneration standard, payment method, payment period, etc., and determine a reasonable amount of liquidated damages. If conditions permit, it is best to hire legal counsel or consult legal experts. " Zheng Ning said.

　　"According to my understanding of this industry, many anchors are still young, their social experience is not rich, and their legal awareness is not strong. If you want to guarantee your own interests, the anchor must first sign a formal contract with the platform, and no matter what form of cooperation, it should be implemented in writing. " Wang Yanhui suggested that the rights and obligations of both parties should be clearly stipulated in the contract, and the anchor should be familiar with his obligations and the legal ways to safeguard his interests when his rights are violated. In addition, both the anchor and the live broadcast platform should keep their contracts and communication evidence in case of emergency. Live broadcast belongs to a new industry, which lacks corresponding laws and regulations to regulate. Only by improving the legal awareness can employees in this industry have better development.

　　□ Our reporter Han Dandong

Delineate the red line of behavior, share the blacklist, live broadcast with goods, and wear the rule of law ＂golden hoop＂

　　□ Reporter Zhao Chenxi

　　With the increasing popularity of online shopping, many people are no longer satisfied with their own drawings and introductions, so they order shopping from the e-commerce platform, but need some people to give "professional" recommendations and explanations, which also makes the live broadcast more and more hot.

　　According to the Statistical Report on the Development of Internet in China, as of December 2020, the number of live webcast users in China reached 617 million, of which 388 million were e-commerce users, an increase of 123 million compared with March 2020, accounting for 39.2% of all netizens, ranking first in the number of live webcast users.

　　However, while some people earn a lot of money by live broadcasting, many merchants and anchors with goods take advantage of the loopholes in content review and supervision and management of live broadcasting platforms to make false propaganda and sell fake and shoddy goods, which seriously damages the legitimate rights and interests of consumers.

　　In this regard, on April 23rd, the State Internet Information Office, the Ministry of Public Security, the Ministry of Commerce, the Ministry of Culture and Tourism, the State Taxation Administration of The People’s Republic of China, the State Administration of Market Supervision, and the State Administration of Radio, Film and Television jointly issued the Measures for the Management of Webcast Marketing (for Trial Implementation), which will take effect on May 25th.

　　Liu Junhai, director of the Institute of Commercial Law of Renmin University of China, said in an interview with the Daily Rule of Law that no matter how big the Internet is, it is no bigger than the French Open. The promulgation of the Measures will put a golden hoop of the rule of law on the live broadcast industry and effectively rectify the chaos in the industry.

　　"the first law" of live broadcast with goods

　　In the China E-commerce Legal Report 2019-2020 issued by the Economic and Social E-commerce Research Center of the domestic e-commerce think tank network, "the risk of live broadcast with goods" is one of the "Top Ten E-commerce Legal Risks in 2019-2020".

　　The reporter noted that long before the joint release of the seven departments, the relevant departments issued a number of specifications related to webcasting in 2020.

　　In June, 2020, the Media Shopping Professional Committee of China Business Federation drafted and formulated the group standard of live shopping industry, "Operation Management and Service Specification for Live Shopping (Draft for Comment)", which stipulated the basic requirements, product quality requirements, operator management, live broadcast personnel and other aspects of live shopping management and service. This specification is the first national standard in the live shopping industry.

　　On June 24th, 2020, China Advertising Association issued the Code of Conduct for Webcast Marketing, which is applicable to the webcasting marketing activities in which merchants, anchors and other participants sell goods or provide services to users in the form of live broadcast on e-commerce platforms, content platforms, social platforms and other online platforms. This code is the first special code on webcasting marketing activities in China.

　　On June 30, 2020, Zhejiang E-commerce Promotion Association issued "Training and Evaluation Standard for Live E-commerce Talents", which is the first domestic standard for live e-commerce practitioners.

　　Although some norms have been issued by relevant departments, in the view of Yang Chunbao, a senior partner of Dacheng (Shanghai) Law Firm, these norms are scattered and have a low level of effectiveness. When handling or hearing related complaints or cases, market supervision and law enforcement departments and judicial organs can only rely on universal laws such as e-commerce law and advertising law. Therefore, it is urgent to issue a targeted and high-level regulation to regulate all kinds of chaos in the webcast industry.

　　Yang Chunbao believes that the promulgation of the "Measures" undoubtedly makes up for this problem, and makes detailed provisions on the respective obligations and legal responsibilities of the main practitioners in this industry, which is the "first big law" to regulate the marketing of webcasting at present.

　　Define the age limit for practitioners.

　　Nowadays, more and more minors are exposed to live webcasts. Apart from being viewers, it has also been revealed that some minors were packaged as anchors with goods and used "immature" words to promote products.

　　The "Measures" subdivide the live broadcast publishers engaged in live broadcast marketing activities into live broadcast room operators and live broadcast marketers, and set a clear age limit, requiring natural persons to be at least 16 years old; Minors over the age of 16 who apply to become live marketers or live room operators shall obtain the consent of their guardians.

　　Liu Junhai pointed out that minors, as anchors with goods, are easy to be used by some businesses and marketing teams, and will also have a bad demonstration effect on society, which should be explicitly prohibited.

　　If the underage anchor is "not deeply involved in the world", then some relatively well-known anchors with goods are suspected of "knowingly committing crimes".

　　In May, 2020, Liu Ergou, a network anchor with more than 18 million fans, showed in a live broadcast with goods that the paper towels he sold were 1,800 grams. After purchasing, consumers found that the paper towels received were only 500 grams, which was a serious problem.

　　In November, 2020, Simba, a live broadcast anchor with tens of millions of fans, falsely advertised a flavor beverage with a bird’s nest content of only 0.014% as a commodity with a high bird’s nest content in a live broadcast.

　　Not only that, some businesses that intend to promote are also frequently subjected to "routines" by network anchors and their teams.

　　At present, the main revenue models of anchor goods are divided into three modes: pure pit fee, pure commission or commission plus pit fee, in which "commission" means that the anchor draws a share according to the sales volume of the live broadcast room, and the higher the sales volume, the more it is divided; The pit fee is a fixed appearance fee for the anchor to introduce and publicize the goods.

　　In order to gain high income, it is not uncommon to cheat in the live broadcast room. The high popularity of supporting anchor pit fees can be faked, and fans, viewers, likes and interactions can also be purchased in batches at low prices. Some anchors even hire a brushing team to purchase goods first and then return them one after another. Some merchants revealed that the live broadcast of the goods cost 150,000 yuan, but the final return rate was as high as 90%, and all the goods were pressed in their hands.

　　In response to all kinds of chaos, the "Measures" clearly stipulate that live broadcast operators and live broadcast marketers engaged in online live broadcast marketing activities should abide by laws and regulations and relevant state regulations, follow social public order and good customs, and truly, accurately and comprehensively publish information on goods or services. At the same time, it also stipulates that practitioners should not publish false or misleading information to deceive or mislead users; It is forbidden to market fake and shoddy goods, which infringe intellectual property rights or do not meet the requirements for protecting personal and property safety; It is forbidden to fabricate or tamper with eight red lines, such as transactions, attention, views, likes and other data traffic fraud.

　　Strengthen the protection of consumers’ rights and interests

　　The biggest loss of live broadcast rollover is consumers. China Consumers Association has repeatedly pointed out that it is difficult for consumers to protect their rights in the field of live broadcast.

　　In Liu Junhai’s view, the illegal cost of offenders is lower than the illegal income, while the cost of consumer rights protection is higher than the rights protection income, which is the key reason for the repeated illegal activities of live broadcast.

　　In order to strengthen the protection of consumers’ rights and interests, the Measures stipulate that consumers jump to other platforms to buy goods or receive services through links in live broadcast rooms and QR codes. In case of disputes, relevant live broadcast marketing platforms should actively assist consumers to safeguard their legitimate rights and interests and provide necessary evidence and other support. Operators and marketers of live broadcast rooms shall perform their responsibilities and obligations to protect consumers’ rights and interests according to laws and regulations, and shall not deliberately delay or refuse legitimate and reasonable demands put forward by consumers without justifiable reasons.

　　Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, believes that the provisions of the Measures are an extension of the consumer rights protection law in the field of live delivery, especially requiring the platform to provide necessary evidence of rights protection, which provides support for consumers’ rights protection.

　　Throughout the past cases, there were problems with live broadcast, consumers’ rights and interests were damaged, and the anchor was questioned, but the live broadcast platform was often "lucky to escape". The "Measures" focus on compacting the responsibilities of the live broadcast platform, requiring the live broadcast platform to establish and improve mechanisms such as account registration and cancellation, information security management, marketing behavior norms, protection of minors, protection of consumers’ rights and interests, personal information protection, and network and data security management.

　　In view of the live broadcast room with a large number of fans and a large transaction amount, the Measures further strengthened supervision, requiring the platform to take preventive measures such as real-time inspection by special personnel and extending the storage time of live content. At the same time, the platform is required to take measures such as blocking live broadcasts, closing accounts, being blacklisted, and joint punishment for violations.

　　Zhao Zhanling, a special researcher at the Intellectual Property Research Center of China University of Political Science and Law, pointed out that live broadcast is real-time. At present, it is mostly solved by reporting and complaining afterwards, and measures such as real-time inspection stipulated in the Measures help to strengthen prevention in advance.

　　It is worth noting that in order to avoid the problem of water control in Kowloon, the Measures propose that the seven departments establish and improve the working mechanisms such as clue transfer, information sharing, consultation and judgment, education and training, and do a good job in the supervision and management of webcasting marketing according to their respective responsibilities, and share information on the list of live marketing market entities that seriously violate laws and regulations, and carry out joint punishment according to law.

　　While welcoming the strongest supervision, Zhao Zhanling also hopes that the anchors with cargo can improve their legal awareness and regulate their own behaviors. The anchor promotes the products he manages, and his role is the product seller. If the propaganda content is false, it is suspected of fraud; If you do propaganda for businesses, their roles are advertising operators and publishers, and you need to fulfill the obligation to review the authenticity and legality of the advertising content of businesses as advertisers, otherwise you will be suspected of violating the advertising law and bear corresponding legal responsibilities.

Zibo Zhiji LS6 is on sale! The promotion discount is 10 thousand, and the discount waits for no one.

On the [car home Zibo Special Promotion Channel], we found that special promotion activities were going on. The starting price of this model in Zibo is 219,900 yuan, and the maximum discount is 10,000 yuan. If you are interested in this model, you can click "Check the car price" in the quotation form to get more information about the discount.

Zhiji LS6 is a stylish and dynamic medium-sized SUV. Its front face is streamlined, and the air intake grille is decorated with a large area of chrome, which makes the whole car look more exquisite. The body lines are smooth and the overall style is fashionable. The exterior design of Zhiji LS6 is very attractive, showing the highest level of modern automobile design. Its front face design is very unique, with unique lines and smooth curves, giving people a strong visual impact. In addition, Zhiji LS6 is also equipped with fashionable LED headlights and unique air intake grille design, which makes the whole vehicle look very exquisite. The exterior design of Zhiji LS6 is in line with the aesthetic needs of modern people, and it is an excellent medium-sized SUV.

Zhiji LS6 is a medium and large SUV, with a body length, width and height of 4904mm, 1988mm and 1669mm respectively, and a wheelbase of 2,950 mm. It has excellent seating space and comfort. The car side lines are smooth and powerful, showing dynamic lines and modern design. The front and rear wheel tracks are 1698mm and 1707mm, respectively. The front tyre size is 235/50 R20, and the rear tyre size is 255/45 R20, which provides stability and grip for the vehicle. The tire design of Zhiji LS6 is fashionable and the rim style is unique, which adds a sense of movement and technology to the whole vehicle. In a word, the design of Zhiji LS6 is not only impressive, but also brings excellent driving experience to drivers.

The interior design style of Zhiji LS6 is fashionable and simple, using high-quality materials and fine craftsmanship to create a comfortable and luxurious driving experience. The steering wheel is made of leather, which feels comfortable and supports manual adjustment up and down and back and forth, so that drivers can find the most comfortable driving posture. The central control screen size reaches 26.3 inches, and the display effect is clear. It supports voice recognition control system and can control multimedia, navigation, telephone and air conditioning. The front and rear rows are equipped with Type-C and USB interfaces, which are convenient for passengers to charge. The front row also has mobile phone wireless charging function. The seat is made of imitation leather and genuine leather. The main seat supports four-way adjustment of front and rear, backrest, height, leg rest and lumbar support, and the auxiliary seat supports two-way adjustment of front and rear, backrest and height. The driver’s seat also has the memory function of electric seat. The backrest of the second row of seats can be adjusted, and the rear seats support proportional reclining, providing more space and comfort for passengers.

Zhiji LS6 is equipped with a high-performance engine with a maximum power of 231kW and a maximum torque of 450 N m.. This engine adopts advanced technology and provides a strong power output for the vehicle. Whether driving daily or at high speed, Zhiji LS6 can easily cope with all kinds of road conditions, so that drivers can enjoy the ultimate driving pleasure. At the same time, the high efficiency and reliability of the engine also ensure the stability and durability of the vehicle.

In the word-of-mouth of car home car owners, we can see that she speaks highly of Zhiji LS6. She said that when she first drove the Zhiji LS6, she was attracted by its design, performance and technology. Zhiji LS6 looks fashionable and full of sense of science and technology, which makes her feel very modern and avant-garde. This proves once again the uniqueness of Zhiji LS6 in automobile design, which can not only meet the needs of consumers for appearance, but also provide excellent performance and technical support. As a new electric SUV, Zhiji LS6 has attracted much attention in the market, and its excellent performance and reputation have also been recognized by consumers. We believe that in the future development, Zhiji LS6 will continue to bring more surprises and innovations to consumers.

Apple iPhone 12 mini battery evaluation： discharge efficiency is far ahead

Apple introduced the iPhone 12 mini in October 2020. IPhone 12 mini is one of our high-end models (US$ 600-799). Despite its small size, it is equipped with a high-resolution Super Retina XDR screen and dual cameras. Our battery benchmark engineer recently tested the Apple iPhone 12 mini；; The following are the main conclusions of the test.

Main specifications:

Battery capacity: 2227 mAh

20W charger

Chipset: A14 Bionic

5.4- inch, 2340 x 1080 (476 ppi), 60 Hz OLED screen

Test storage/memory combination: 4 GB/128 GB

Support wireless charging (12W)

About DXOMARK battery test: This paper aims to highlight the most important test results. (For more details about our smartphone battery benchmark, please read our battery benchmark.

superiority

Thanks to excellent software optimization, battery discharge is extremely efficient.

Support wireless charging, comparable to wired charging.

insufficient

Small capacitance (2227 mA), which seriously affects the battery life.

Although there is a 20W charger, the charging speed is slow.

IPhone 12 mini has an appropriate name, small overall size and small battery capacity, which is only 2227 mA. At the time of writing, it has the smallest capacitance in our entire battery database. However, although its capacity has a significant impact on battery life, it always scores 59, ahead of several other devices with larger batteries.

We compare the performance of iPhone 12 mini in several key categories with another high-end device, Google Pixel 5, and one plus 8T in our mid-to high-end models (400-599 USD). The battery capacity, chargers, screen types and resolutions, and processor specifications of all three devices are shown in the following table.

How long the battery can run continuously depends not only on the battery capacity, but also on other aspects such as mobile phone hardware and software. The battery life score of DXOMARK consists of three performance test scores: (1) indoor static, (2) outdoor movement, and (3) calibration mode. The score of each test item contains a series of comprehensive test results to measure the battery life in various real-life scenarios.

At the time of writing, the overall battery life score of Apple iPhone 12 mini is 41, which is very close to the last one in our database. Its battery capacity (2227 mA) is obviously different from that of Google Pixel 5(4080 mA) and one plus 8T (4500 mA), so it is difficult to compete with them.

However, it is worth noting that when the power of the iPhone 12 mini is displayed as 10%, the remaining power is indeed 10%, so the user will not suddenly reduce the remaining usage time because the power is about to run out. This is an advantage that many other mobile phones don’t have. )

Now let’s take a closer look at the performance of the mini battery in the endurance test.

The robot in faraday cage simulates a series of touch-screen actions of users, which we call "typical usage scenarios", including making phone calls and watching online videos, which often lasts for 16 hours, of which 4 hours are active and 8 hours are dormant. The robot repeats the same action every day until the battery power runs out.

Although there is a big gap in battery capacity, the iPhone 12 mini is not inferior to competing products, and its battery life is only four hours less than that of Google and One Plus. The following chart shows the performance of iPhone 12 mini and competing products in typical usage scenarios driven by robots:

When using a smart phone when moving outdoors, the battery life will be reduced because of additional "hidden" requirements, such as continuously transmitting signals to select a cellular network. DXOMARK battery experts take the mobile phone outdoors to perform a set of precisely preset activities, and each device follows the same three-hour moving route.

The outdoor mobile score of iPhone 12 mini is 51 points, which is consistent with the score of Pixel 5, but obviously lags behind the score of 61. According to the analysis of a single usage scenario, Yijia is far superior to Apple and Google’s devices in 3G calling, and Apple and Google are slightly close to Yijia in camera and GPS (Google is almost consistent with Yijia in the use of social media apps).

In order to complete this kind of test, the mobile phone will return to faraday cage, and our robot will repeat a set of specified activities (usage scenarios), such as games and streaming media. Starting from 80% power, all devices should be tested until they run out of at least 5% battery power.

If the iPhone 12 mini is not in the default automatic mode, but in the calibration mode (the screen brightness is 200 nits and the speaker volume is 60 decibels), it will not be comparable to the competing products and fall behind in all tests. However, it is worth noting that Apple claims that the mini can provide 10 hours of video streaming, and on average, the iPhone exceeds this number in calibration mode, with 13 hours of play online time in WiFi and 8 hours and 30 minutes in 4G.

The charging score of DXOMARK battery consists of two sub-scores: charging speed and fast charging. Full charge test to evaluate the reliability of battery icon; Evaluate how long it takes for the battery to charge from 0% to 80% and from 80% to 100%; At the same time, measure how long and how much power it takes for the battery to be fully charged from the icon display 100%. Under different power levels (20%, 40%, 60%, 80%), the fast charging test can measure the power received by the battery after five minutes of power connection.

The charging performance of iPhone 12 mini is slightly below average. In view of its small battery capacity and 20W charger, we expected the iPhone to charge faster. On the contrary, its charging performance is similar to that of Google Pixel 5 with 4080 mAh capacity and 18W charger.

Although it takes twice as long for the iPhone 12 mini to run out of power and charge to 80% (the former is close to 52 minutes and the latter is 25 minutes), the Apple device is better than Google, which takes 1 hour and 14 minutes to reach 80%. In addition, it takes longer for iPhone to display from 80% to 100% than Google and One Plus, and it takes longer to display from 100% to fully charge than I, but shorter than Google.

In terms of wireless charging, it takes 1 hour and 36 minutes for the iPhone 12 Mini to reach 80% at 12W (52 minutes for wired charging)-but it is not bad in a word.

The remaining power when the user charges the iPhone 12 mini will affect the endurance obtained after plugging in for 5 minutes. When connected to the power supply when the remaining 20%, the battery life of Apple devices is more than twice as long as when the remaining power is 80%. Although these results are similar to those of Google Pixel 5, after five minutes of charging, one plus 8T provides about twice the extra battery life as the other two devices.

The battery efficiency score of DXOMARK consists of two sub-scores, charging and discharging. The data used are from the typical usage scene test of robot, outdoor mobile test, charging evaluation and power measurement, and the battery capacity of equipment is also considered.

Although the measured battery life can’t compete with most devices with larger battery capacity, the battery life of the iPhone 12 mini is still good (here, it shows excellent discharge efficiency) if considering its small capacitance.

Although the charging efficiency of Apple iPhone 12 Mini is 68% higher than that of Google Pixel 5 (66%), it is far from one plus 8T (81%). Similarly, its low score here is also attributed to an unexpectedly inefficient charger.

Apple iPhone 12 mini has what our engineers call "amazing performance" in all discharge tests except 3G calls. In the default mode, it discharges only half the current of competing products, which proves that it is a well-designed smart phone and has obtained the highest score of this sub-attribute in our database so far.

Apple iPhone 12 mini is a well-designed smart phone with very effective software optimization, and its battery has become the leader in discharge efficiency in our database so far. However, compared with almost all other devices we have tested, its small battery capacity makes the battery life too short.

The Ministry of Public Security has cracked a number of illegal and criminal cases of obscenity and pornography on mobile phones.

Special topic: encirclement and suppression of mobile phone network pornography

　　People’s Daily Online, Beijing, December 24 th On December 8 th, since nine ministries and commissions, including the Foreign Affairs Office of the Central Committee, the Ministry of Public Security and the Ministry of Industry and Information Technology, deployed a special campaign to further rectify obscene pornography and vulgar information on the Internet and mobile phone media, the Ministry of Public Security has made a heavy blow to the illegal and criminal activities of obscene pornography on mobile phones. In just half a month, the national cyber security department has closed 2,361 WAP websites of obscene and pornographic mobile phones, cracked 28 criminal cases of obscene and pornographic mobile phone websites, and arrested 34 suspects. The crackdown and rectification work was successful in the first battle.

　　Beijing cracked the case of "3gsem.cn" mobile phone wap website spreading obscenity and pornography. Recently, the work of Beijing Public Security Bureau found that a mobile WAP website named "Abusive Naked Campus" provides a large number of obscene and pornographic information links, through which you can browse obscene and pornographic videos, pictures, novels, etc. on other obscene and pornographic websites. The website server is hosted in IDC computer room of Yizhuang, Beijing Unicom. The public security organs in Beijing immediately set up a task force to carry out investigations and arrested the suspect Zhao. After the trial, Zhao confessed that he applied for virtual space and domain name through Beijing Tuofeng Weiye Company around October 2008, purchased wap mobile phone program code from the Internet, and successively searched more than 50 pornographic websites from the Internet, which increased the number of clicks with each other, and applied for advertising alliance of "Beijing Posture Wireless Company" and "Beijing Business Opportunity Unlimited Company". These two companies put advertisements on 3gsem.cn website, and the company will pay Zhao 0 according to the number of clicks of advertisements.

　　Jiujiang, Jiangxi Province cracked the case of "51xo.org" mobile phone WAP website spreading obscene articles. Recently, the public security organs in Jiujiang City, Jiangxi Province successfully cracked the case of "51xo.org" mobile phone WAP website spreading obscene articles, arrested a suspect, seized a computer involved and seized illegal income of more than 60,000 yuan. On November 16, 2009, the network supervision detachment of Jiujiang Public Security Bureau in Jiangxi Province found that a wap website of mobile phone was suspected of spreading obscene articles, and the server of the website was located in IDC room of Jiujiang Telecom. After investigation, it was found that the criminal suspect was forced by the strong public opinion pressure to crack down on the spread of obscenity and pornography on mobile phone wap websites recently, and set up jumping links to nearly 20 overseas obscene mobile phone wap websites, such as "Wolf Friends Home", "The Complete Collection of Sexy and Cool Stations", "Mao Mao Hand Mao Mao Foot" and "Jibazi Best Prostitute Station", in order to escape the crackdown by the public security organs. There are a lot of obscene pictures and novels in these obscene mobile phone wap websites. On December 7, the police handling the case of Jiujiang Public Security Bureau in Jiangxi, with the strong cooperation of Maoming Public Security Bureau in Guangdong, arrested the suspect Zhang in Maoming City. After the trial, the suspect Zhang confessed to the fact that he started to spread obscene and pornographic information on his mobile WAP website in April 2008, and put advertisements on his mobile WAP website for illegal profit by joining the network advertising alliance.

　　Shenzhen, Guangdong, cracked a case of using mobile media to spread obscene pornographic videos for profit. On December 2, 2009, the network police detachment of shenzhen public City, Guangdong Province found that a mobile WAP website was suspected of engaging in online viewing service of obscene pornographic videos. After the investigation, it was found that the suspect also maintained six other obscene and pornographic websites. The network police detachment of Shenzhen Municipal Bureau immediately assigned a special person to collect evidence and inspect the website, fixed the criminal evidence, and arrested three suspects, Liu’s brother and sister. After investigation, the three suspects set up seven pornographic websites, uploaded a large number of pornographic videos, and some websites had more than 1,000 pornographic movies. It takes advantage of the characteristics of high click-through rate and large traffic of pornographic websites, promotes advertisements by inserting online advertisements into obscene pornographic videos and movies, and makes profits by charging commissions according to clicks. Since the website was launched in October 2009, three suspects have made a profit of nearly 6,000 yuan.

Editor: Wang Jiaolong

Bloggers analyzed the M9 car accident and suspected that high-speed kissing led to artificial steering and heated discussion.

Recently, a video about the M9 suddenly losing control and hitting the guardrail on the expressway spread rapidly on the Internet, causing widespread concern. This extremely hot M9 model can easily attract public attention in any development, and this accident has become the focus of hot discussion.

Bloggers analyzed the M9 car accident and suspected that high-speed kissing caused it.

The video screen shows that the M9 involved was in the middle of the expressway lane at that time, and the driving speed was stable, and it was suspected that the intelligent driving mode had been turned on. However, during the driving process, the vehicle suddenly became abnormal, turned sharply to the left, deviated from the original lane, and ran straight into the guardrail in the road. The sudden change frightened the passengers in the rear car.

Bloggers analyzed the M9 car accident and suspected that high-speed kissing led to artificial steering and heated discussion.

In response to this matter, the well-known car blogger "Han Lu" expressed his views. He pointed out that it was rumored that the driver wanted to kiss the passenger in the passenger seat, and the driver accidentally pushed the steering wheel when the latter evaded, causing an accident. Although the details of the "kiss" can’t be verified, the blogger believes that if the vehicle turns so sharply and hits the wall, it is most likely that the steering wheel is turned by people in an extreme situation such as tire shedding.

Bloggers analyzed the M9 car accident and suspected that high-speed kissing led to artificial steering and heated discussion.

Weibo, the official of "AITO Auto Customer Service", then responded in the relevant Weibo comment area. Officials said that after learning about the accident, they immediately contacted the owner and actively cooperated with the traffic police department to investigate and deal with the accident. The preliminary investigation results showed that the functions of the vehicle were normal during the incident, and the accident was caused by the user’s misoperation to interfere with the steering wheel, triggering the exit of the intelligent driving mode. At present, the specific cause of the accident is still under investigation, pending the official announcement of the official investigation results for reference.

Cadres walk into the live broadcast room to promote products to help increase income (a new observation of cadres’ state)

Lu Hongping is broadcasting live in strawberry greenhouse. Photo by Han Xichen

Video screenshot of Gao Shilong’s live broadcast with goods. Information picture

Arjun (left) is bringing goods live. Information picture

　　Editor’s note: The sudden epidemic situation has a great impact on the sales and circulation of agricultural products. In order to help overcome poverty and increase the income of fellow villagers, party member cadres in some places walked into the live broadcast room, or tried to introduce them on the spot, or used their talents to drain, trying to open up sales in the form of live broadcast with goods. What is the effect of the live broadcast of cadres with goods? In the long run, can a sustainable mechanism be formed, and what aspects need to be improved? This edition approaches the cadres who live broadcast with goods, pays attention to their thoughts and deeds, and talks about their wishes and hopes.

　　"Friends, this is the blueberry I picked today. It tastes crisp and sweet and has high nutrition. Hurry to buy it in buy buy!" At 8 o’clock on the evening of March 25th, Lu Hongping, deputy secretary of the Party Committee of Yanghe Town, jiaozhou city City, Shandong Province, munched on locally produced blueberries and interacted enthusiastically with netizens in the live broadcast room. At the bottom of the screen, the constant influx of netizens likes, sends flowers and leaves messages … … The sales of blueberries also went up, selling more than 500 kilograms that day.

　　In order to alleviate the unsalable agricultural products caused by the epidemic, party member cadres from many places across the country joined forces with e-commerce and short video platforms to walk into the live broadcast room to help fellow villagers bring goods. Lu Hongping is one of them. However, unlike professional anchors, live broadcast is just a way for cadres to help get rid of poverty and serve the masses.

　　Why did you walk into the live broadcast room?

　　Products are unsalable, people are anxious, and cadres are worried. I look forward to bringing goods online to open up the situation.

　　The day before the first webcast, Gao Shilong, the "anchor", stayed up almost all night. As the first secretary of Dabeishan Village, Longquan Town, Jingyu County, Jilin Province, the slow sales of local products in the village made him anxious to get angry in recent days.

　　Talking about the original intention of doing live broadcast, Gao Shilong said frankly that he was "dissatisfied": "I saw some anchors carrying goods, and thousands of goods were robbed in a few seconds. I also want to try and bring goods to everyone."

　　Someone once advised him to find a professional anchor, who is experienced and knows marketing, and the effect is not bad. However, most of the agricultural products in Dabeishan Village have low added value and short circulation cycle, so it is not worthwhile to pay for the anchor and calculate the economic account. What about the villagers’ live broadcast? Many people are too old to play live broadcast software. After much consideration, Gao Shilong decided to make his own venture. "Short videos and live broadcasts have entered thousands of households. If you can’t keep up with the rhythm, the goods will not sell well."

　　Compared with Gao Shilong, who touched the net for the first time and crossed the river by feeling the stones, Arjun, the county magistrate of Henan Mongolian Autonomous County in Qinghai Province, is now a complete "online celebrity Talent". In a live broadcast at the beginning of the year, he, three cadres from other counties and five net reds brought goods worth 12 million yuan in five hours.

　　Henan Mongolian Autonomous County, located at the junction of the three provinces, is rich in Hequ horses, Xueduo yaks and Euler sheep, and has a good foundation in animal husbandry. However, traffic congestion has caused "the smell of wine is also afraid of the depth of the alley." "Our products are not well-known and lack sales channels." Arjun is in a hurry.

　　Two years ago, at a promotion meeting in the eastern coastal areas, an e-commerce company gave him advice to consider using short videos that are on the air. Arjun counted the account: it is too wasteful to take money to find a professional team soon after our county got rid of poverty; Show yourself, and worry that you will be considered "showing off".

　　Thinking about it, Arjun chose to appear between being criticized and finding a market. Putting on a Mongolian costume and pointing to a flock of yaks behind him, Arjun shouted to the camera: "If you want to be good and thin, you should often eat more yak meat." Once this short video was launched, the click rate exceeded 30 million. Arjun was surprised and delighted.

　　Now, from short video to live broadcast, Arjun calmly eats and chats with the screen, and introduces the customs and tourist attractions of Henan County to the netizens in the live broadcast room, which is handy and humorous.

　　"Leading cadres need to do things rigorously and master new tools. I think it is also practical to bring goods live." Arjun said frankly that it is inevitable that there will be various voices on the Internet for the live broadcast of cadres, but only by daring to try can there be a way out. Every product sold is the best help for the masses.

　　How to do it in the studio?

　　Various forms, product fidelity, cadre endorsement, sales increased, but the sales model needs to be improved.

　　On March 8, Gao Shilong, who first tested the live broadcast of water with goods, sold goods worth 7,000 yuan in four hours. This achievement is not outstanding on the internet, but the villagers are very satisfied. Previously, most of the time, the villagers in Dabeishan Village were squatting on the side of the road with a basket of mountain products, and they couldn’t sell much in a day.

　　In the live broadcast room, he sincerely said: "Authentic, true story, really affordable, the promised nutritional content is not up to standard, and I will pay you an extra 20,000 yuan out of my own pocket." This self-confidence stems from his understanding of local agricultural products. Since he became the first secretary in the village, he has strictly controlled every link in building factories, grasping quality and shaping brands. Gao Shilong said: "For a few hours online, you have to work hard offline, and the quality must be guaranteed."

　　In the past two years, e-commerce has developed rapidly, and live broadcasts have continued to be popular, but problems such as product fraud and difficulties in safeguarding rights have been constant. It is often the anchor who talks nonsense, but the products that consumers get are not satisfactory.

　　"I bought his things for the first time, but thinking about the county magistrate’s endorsement should not be fake." Ms. Liu, who placed an order to buy Xueduo dried yak meat, bluntly said that the cadres in the live broadcast room are all real-name certifications, and consumers are more assured.

　　Others came out of curiosity. On weekdays, cadres who are sitting in danger and doing things seriously walk into the live broadcast room. Can they put down their airs? Can you understand the online language?

　　Jin Hongfeng, the branch secretary of Zhongping Village, Baicaogou Town, Wangqing County, Jilin Province, who has participated in the live broadcast for more than a year, summed up his "secret": singing in seven points and selling goods in three points. In the live broadcast room, he sang the famous Korean song "Red Sun Shines on the Frontier", and he also replied to the barrage sent by netizens. "In addition to selling goods, the live broadcast should also be able to have ‘ Emotional interaction ’ Can’t all be dry product introductions. "

　　Because of his height of 2.04 meters, netizens call him "Golden Big Man". Netizens like it and have a high reputation. Jin Hongfeng simply named the local rice and spicy cabbage with this name. The highly personalized image creation has been praised and welcomed by netizens. Last month, a netizen from Heilongjiang came to the village and bought 2000 Jin of spicy cabbage in one breath.

　　When cadres walked into the live broadcast room, they gained something and found problems. Lu Hongping, who walked out of the live broadcast room, found that the sales of blueberries declined in the days when the live broadcast was not available, and some netizens could not even find a sales link. The same trouble happened to Arjun. "Some netizens reported that the dried yak meat package was too big, and some people said that it was delivered too slowly." The link to the shopping yellow car in the Jin Hongfeng live page has not been added yet, and consumers have to jump several times if they want to place an order.

　　From production and packaging to warehousing and logistics to distribution and after-sales, live delivery is a systematic project involving many links, not just a few hours in the live broadcast room. In this regard, some experts believe that the arrival of cadres can attract traffic; However, brand, word of mouth, efficiency, distribution, after-sales, etc., all need more professional design.

　　Where is the prospect of bringing goods?

　　Cultivate talents, make characteristics and strict standards, extend the industrial chain and make good use of resource endowment.

　　In March of this year, more than 100 county mayors participated in the live broadcast of goods on major online platforms. For a time, the transformation of cadres into anchors was hotly debated by the society. However, there are also many netizens who believe that we should be wary of going through the motions and not turning the live broadcast into a "catwalk".

　　"The live broadcast of cadres, the greater effort is actually outside the live broadcast room." Xin Feng, director of the Third Division of the Organization Department of Jilin Provincial Party Committee, said that it is normal to have challenges or even problems when you first come into contact with the live broadcast. The key is to regard the exposed problems as the driving force for improvement.

　　In order to solve the problems of low brand and different live broadcast forms, the Organization Department of Jilin Provincial Party Committee initiated the establishment of the "First Secretary Association of Jilin Province" on the basis of preliminary investigation, deeply explored the live broadcast talents among the first secretaries in the village, and invested in the construction of live broadcast rooms, registered the only official account, and used a unified logo to try to change the situation of going it alone.

　　"Since you can only be a part-time anchor, you must create more high-quality full-time anchors." Lu Hongping recently set his sights on the young people in the village, and planned to set up a delivery team to make the live delivery sustainable and normal.

　　With the anchor, product quality and service experience should also be kept up in time. Arjun said that a bad review will almost make the newly accumulated word-of-mouth go down the drain. To have the confidence to shoot your chest in the live broadcast room, you must have excellent products and quality services.

　　In the past, Arjun mostly only sold local dried yak meat, which only needed rough processing. However, there are more and more similar products. How to embody the characteristics, bring forth the new and extend the industrial chain, one problem after another. Arjun collects feedback from netizens during each live broadcast. "We produce what the market needs." Yak chops and special yogurts were put on the line one by one, and meat, milk, skin, hair and bone were processed into products in all directions, which made good use of local resource endowments and revitalized them.

　　Grassroots cadres are working hard, and a number of powerful measures have been introduced one after another. Smooth circulation channels, promote accurate docking of production and marketing, and improve the market operation and scheduling mechanism are all helping the special anchors in front of the camera. (Reporter Xu Leipeng, Feng Jiang, Pan Junqiang and Li Jiading)

　　People’s Daily (11th edition, April 2, 2020)

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