Almost A Comedy exposed the theme song MV Chris Lee encouraged to be brave.

1905 movie network news Recently, by Zhou Shen,Liu LuAs a screenwriter and director, Ren Suxi,Yuhan WuLiu XunTang MinZhao HaiyanStarring,ChangyuanKubert LeungA special romantic comedy movieExposed byChris LeeThe MV of the theme song "if I am not me".


Since the launch of the theme song "If I’m not me", it has not only quickly occupied the list of new songs on the music platform, but also gained enthusiastic forwarding and comments from netizens. This time, the wonderful positive picture presented by the MV exposed by the film is matched with Chris Lee’s delicate sound line, which tells a touching urban emotion.

Two men and one woman, in the misplaced love and friendship relationship, how to choose? In the face of repeated setbacks, whether to continue to pursue love bravely or choose to give up has triggered a heated discussion among netizens. At the same time, the "Dare to Love Declaration" conveyed by the theme song MV adds healing warmth to the winter frost. 

It is reported that Mahua FunAge’s first movie, Almost A Comedy, will be released nationwide on December 20th.

The movie Almost A Comedy exposed the theme song MV.  

Chris Lee’s If I Were Not Me encourages "being brave".

Since the audio of the movie "If I’m Not Me" by Chris Lee was launched, it not only quickly occupied the list of new songs on the music platform, but also gained enthusiastic forwarding and comments from netizens. They all said: "Chris Lee’s vocals are matched with the theme song of this movie, just like a cup of tea on a winter night, like a bright moonlight."

The message to those who dare to love in the song is to let netizens share their hearts: "Everyone is isolated and helpless, but please believe that there will always be people who are warming you and being warmed by you." There are also careful netizens who found that the lyrics of the theme song "If I were not me" were written by director Zhou Shen. As director Zhou Shen said, "Almost A Comedy was chosen at the end of this year, hoping to bring confidence and blessings to everyone with laughter." Netizens said: "The tenderness revealed by the director in the lyrics makes me look forward to this film even more. I hope everyone can be treated gently by life."

While the theme song "If I Were Not Me" continues to ferment, recently, the film Almost A Comedy also exposed the MV of the theme song "If I Were Not Me". The wonderful positive pictures presented in the MV are matched with Chris Lee’s delicate voice lines, which expresses a touching urban emotion. In the MV, Mo Mo (Ren Suxi) vented hysterically because of emotional frustration, and her pain and tears were witnessed by Sun Tong (Wu Yuhan). In a messy home, a bowl of caring noodles and a touching song quietly sprouted love.

When the two gradually fell in love, Sun Tong’s good buddy Zheng Duoduo (Liu Xun) stepped in to stop Sun Tong from giving up his beloved girl and forced him to choose between friendship and love. The love between them once again encountered a major test. At the end, Sun Tong got up the courage to say that sentence to Mo Mo: "I like you, can we try?" Sun Tong, who is brave in pursuing love, and Mo Mo, who is still strong in setbacks, are looking forward to what the final outcome will be. At the end, the word card "May you who dare to love live up to your expectations" adds warmth to the winter frost with the "Dare to Love Declaration".

Almost A Comedy’s declaration of daring to love warms the heart and cures it.  

The film reflects reality and depicts urban love.

In the MV, Mo Mo, who is single and has a distinct personality, is brave in love, coupled with Chris Lee’s gentle interpretation of "If I Were Not Me", which not only pokes the softest corner of many girls’ hearts, but also sends a message to them to face themselves bravely and always have courage and believe in a beautiful existence. Ren Suxi, who plays the role of Mo Mo, interprets the role like this: "In my eyes, Mo Mo is like a stone with many sharp edges and corners, and her life experience of more than 30 years has not smoothed her. I want to say to her, please stick to the edges and corners of the world, please be brave and insist on being yourself. " 

When talking about the love between Sun Tong and Mo Mo, Wu Yuhan, who plays Sun Tong, said frankly: "Before meeting Mo Mo, Sun Tong was like a blind man, with no direction, and was particularly susceptible to the influence of people around him. Only Mo Mo is like a light, illuminating him with a more firm and practical road. His growth is undoubtedly brought to him by Mo Mo. "

As director Zhou Shen explained: "In Almost A Comedy, love is the shell, and what is inside is what you really want to convey and discuss with the audience." Thinking about the topic of "bottom line" is an important core of the director from the film to the film Almost A Comedy. At the same time, inspired by the stories around him, Almost A Comedy’s discussion of the "bottom line" also includes more realistic connotations.

Each role represents a choice direction: some people stick to the principle, some people play with love, some people are under pressure and don’t know how to choose, and some people face the responsibility and grow up bravely. Many forms are like a vivid "picture book" of urban youth. The existence of the role of Mo Mo is more like being endowed with an idealistic color by the director. Director Liu Lu also said frankly: "For young people, choice is particularly important. The importance of the role of Mo Mo is that we hope to tell the audience through the role that there is a possibility of’ sticking to the bottom line’ when facing the test in life. Although it is difficult, it does not mean that it will fail. "


The Ministry of Agriculture answered a reporter’s question on "agricultural structural adjustment"

The Ministry of Agriculture answered a reporter’s question on "agricultural structural adjustment"
-Overall planning for stable production, supply, income and ecology.
Improve the competitiveness of agricultural development

On the morning of May 5th, the Information Office of the Ministry of Agriculture held a special press conference on "Agricultural Structure Adjustment". Yu Xinrong, Vice Minister of Agriculture, introduced the situation that the Ministry of Agriculture carried out the development concept of innovation, coordination, green, openness and sharing, and promoted the agricultural structure adjustment, and answered the reporter’s questions together with Zeng Yande, Director of Planting Department, Ma Youxiang, Director of Animal Husbandry Department, and Zhao Xingwu, Director of Fisheries and Fishery Bureau. Ye Zhenqin, director of the General Office of the Ministry of Agriculture and spokesperson, presided over the press conference.

Yu Xinrong said that the general idea of agricultural structure adjustment is to adjust and optimize the agricultural structure based on the current situation, with a long-term view, guided by market demand, with deepening rural reform as the new driving force, with green development, improving quality and efficiency, and exploring mechanisms as the direction, to promote institutional and institutional innovation, and to make overall plans to stabilize production, ensure supply, ensure income and protect ecology, so as to continuously improve the quality, efficiency and competitiveness of agricultural development.

Adjustment of planting structure: scientifically guiding the reduction of corn in non-dominant producing areas

Yu Xinrong:China’s grain output has achieved "12 consecutive increases", the relationship between supply and demand has been improved, and the food security situation is one of the best periods. But at the same time, we should also see that the structural contradiction of agriculture has begun to appear, which is mainly reflected in the coexistence of staged and structural oversupply and insufficient supply. From the perspective of planting, the supply and demand of wheat and rice rations are basically balanced, and the supply of corn exceeds demand in stages; The gap between supply and demand of soybeans is gradually expanding. At the same time, the import of cotton, oilseeds and sugar increased due to resource constraints and the impact of the international market. I want to emphasize in particular that the supply and demand of wheat and rice are basically balanced at present, and there are mainly corn in the inventory.

With the increasing constraint of resources and environment, the demand for upgrading consumption structure is getting higher and higher, the degree of industrial integration is getting deeper and deeper, and the linkage between domestic and foreign markets is getting tighter and tighter. It is not enough to follow the past thinking. It is necessary to adjust and optimize the planting structure and lead the structural reform of agricultural supply side on the agenda, so that modern agriculture can achieve more stable, sustained and better development on the original basis.

To this end, the Ministry of Agriculture has specially compiled the National Planting Structure Adjustment Plan (2016-2020), which has made an overall design of the main crop variety structure and regional layout during the "Thirteenth Five-Year Plan" period, with the aim of guiding all localities to make scientific adjustments in accordance with scientific, ecological and sustainable requirements and the layout of functional areas. The overall consideration is to ensure food rations and grains, stabilize the self-sufficiency level of cotton, edible vegetable oil and sugar, and at the same time ensure the balanced production and supply of vegetables.

The adjustment of corn structure is the focus of this planting structure adjustment, and the adjustment area is the "sickle bend" area. In the second half of last year, the Ministry of Agriculture formulated and issued "Guiding Opinions on Corn Structure Adjustment in Sickle Bend Area". The overall idea is to ensure production capacity, properly adjust and industrialize. Ensuring production capacity means consolidating and upgrading advantageous production areas, strengthening infrastructure construction and ensuring corn production capacity. Appropriate adjustment means appropriately reducing the corn area in non-dominant areas, especially in the "sickle bend" area, and doing subtraction and addition together to encourage farmers to replant the withdrawn corn into other crops that are needed by the market and have better benefits. For suitable areas, areas with good economic, social and ecological benefits, we should also strengthen production capacity and promote the healthy development of corn production by increasing unit yield. Industrialization, corn is an agricultural product with high energy and long industrial chain, and its subsequent processing industrial chain is very long, so we propose to promote the transformation of corn with the concept of industry, realize the increase of farmers’ income and the better development of local economy.

At the same time, corn is the basic feed source of aquaculture. We can develop animal husbandry and processing industry by using it, which can be likened to changing "granary" into "granary+meat storehouse+milk bottle+sugar jar+fuel tank", and turning it into a good industry for increasing farmers’ income and developing local economy through serialization and in-depth development. How does corn become a "fuel tank"? Because corn is a good raw material for bio-fuel, and we have set up points in some places a few years ago and are exploring. Therefore, to improve the comprehensive benefits of corn is also an important content of this corn structure adjustment.

In terms of work deployment, we have coordinated the reduction of corn with the pilot of grain-bean rotation and grain-to-feed reform and the reform of corn storage and storage system. The key point is to reduce the non-dominant production areas in the "sickle bend" areas such as the cold northeast area and the farming-pastoral ecotone in the north, and actively guide farmers to replant soybeans, potato miscellaneous grains, silage corn and high-quality forage grass.

Around this goal, the agricultural sector has taken various measures. The first is to strengthen organizational promotion. The Ministry of Agriculture held several meetings to make arrangements, and sent working groups to Northeast China, Huanghuaihai and other areas with heavy structural adjustment tasks five times to supervise and inspect the implementation of key tasks such as grain-bean rotation and grain-to-feed conversion. All localities have decomposed tasks at different levels and accelerated the implementation. Heilongjiang Province has included the task of corn reduction in the performance appraisal of the main party and government leaders in counties and cities. At present, the relevant provinces have implemented the reduced area to counties and townships. The second is to strengthen guidance services. The Ministry of Agriculture organized experts to guide the formulation of more than 10 technical plans for sub-regions and sub-crops, and released them in key seasons. Agricultural departments at all levels organized nearly 300,000 government officials and agricultural technicians to go deep into the front line of production, and took the form of casing pieces and entering villages and households to help farmers solve practical difficulties. The third is to strengthen policy support. The Ministry of Agriculture, together with the Ministry of Finance, integrated 3.25 billion yuan of funds to support the structural adjustment of corn, focusing on subsidizing the development of grain-to-feed and grain-bean rotation. Before spring sowing, the funds were allocated to all localities, and the number of pilot counties for grain-to-feed reform increased from 30 to 100 this year. Cooperate with the Development and Reform Commission, the Ministry of Finance and other departments to further improve the policy of purchasing and storing corn, and actively promote the reform of "market-oriented acquisition" and "subsidy".

According to the agricultural situation dispatch of the Ministry of Agriculture and the reflection of various localities, the adjustment of planting structure has started well this year. First, it is estimated that the intended planting area of corn will be reduced by more than 20 million mu this year. Second, the recovery of soybean area has increased, which is expected to increase by more than 6 million mu this year. Third, the varieties with strong market demand have increased more. Fourth, the varieties of rice, wheat and other rations remained stable.

Structural adjustment of animal husbandry: optimizing the layout of pigs and developing herbivorous animal husbandry

Yu Xinrong:The weak production base, relatively backward development mode and tight ecological environment constraints are the outstanding problems facing the development of animal husbandry at present. Promoting the structural adjustment of animal husbandry, optimizing pig layout and developing herbivorous animal husbandry are the key points. In May 2015, the Guiding Opinions on Accelerating the Development of Herbivorous Animal Husbandry was issued, and in April this year, the National Pig Production Development Plan (2016-2020) was issued. The general consideration is to stabilize pigs, promote cattle and sheep, improve the matching degree of resources and environment, and promote the transformation, upgrading and green development of animal husbandry. We have made arrangements for this work since last year.

Pork is the main meat variety consumed by urban and rural residents in China. In order to maintain the stable development of pig production, the Ministry of Agriculture focuses on three things. First, it optimizes and adjusts the regional layout. In November 2015, the Ministry of Agriculture issued the Guiding Opinions on Promoting the Optimization and Adjustment of Pig Breeding Layout in Southern Water Network Areas. The second is to speed up the development of standardized scale breeding. To stabilize pig production, it is very important to promote standardized production and gradually solve the small-scale and pollution-prone mode of raising pigs for thousands of households. The third is to promote the comprehensive utilization of waste and the harmless treatment of dead pigs, focusing on large pig breeding counties, start the establishment of demonstration counties for green development of animal husbandry, and develop ecological recycling farming. At the same time, strengthen the harmless treatment of dead pigs and strengthen the supervision of pig slaughter.

In the next step, the Ministry of Agriculture will guide and promote the rational delineation of suitable breeding areas and prohibited breeding areas, and create 100 national pig standardization demonstration farms and 10 animal husbandry green development demonstration counties in the southern water network area; The pilot project of "two reductions" in reducing livestock and poultry and aquaculture was carried out in Dongting Lake area, which accumulated successful experience that can be replicated and popularized for promoting pollution control of livestock and poultry breeding. At the same time, coordinate relevant departments to increase support for standardized scale breeding of pigs, and focus on the construction of manure treatment facilities; In conjunction with relevant departments, we will study the ways for the central government and governments at all levels to subsidize the insurance premium of pig price index, and gradually implement it in large-scale farms and large-scale pig-raising enterprises in large pig-raising counties across the country, so as to help iron out the "pig cycle."

With the upgrading of consumption structure, the supply of beef and mutton is relatively insufficient, and everyone is also very concerned. The Ministry of Agriculture vigorously promotes the development of herbivorous animal husbandry to ensure the supply of the market. First, do a good job in planning guidance. Together with the National Development and Reform Commission and the Ministry of Finance, the National Development Plan for Beef and Mutton was issued, which is now being implemented. The second is to support large-scale farming. In particular, we will vigorously promote the large-scale breeding of cattle and sheep, develop high-quality forage materials such as silage corn and alfalfa according to local conditions, and focus on solving the problems of weak breeding foundation and backward feeding methods. The third is to strengthen the construction of herbivorous livestock and poultry seed industry. Increase investment in science and technology and capital, speed up the improvement of local varieties, improve the breeding system of improved cattle and sheep, carry out the increment of basic cow herd expansion, and curb the downward trend of cow number. In particular, the Ministry of Agriculture attaches great importance to promoting and supporting local efforts to revitalize the dairy industry, speeding up the modernization of the dairy industry, and striving to improve the quality and quality safety of domestic dairy products to meet the needs of the domestic people.

Adjustment of fishery structure: promoting healthy farming and developing clean production

Yu Xinrong:The fishery production and supply market has been very good. At present, fishery resources continue to decline, fishing capacity is overcapacity, and the ecological environment pollution in waters is aggravated. The Ministry of Agriculture is studying and formulating the Guiding Opinions on Accelerating the Transformation of Fishery Mode and Structure, and making special arrangements. The general idea is to improve quality and increase efficiency, reduce production and increase income, develop green, and enrich fishermen, and strive to change the way of breeding, operation, management and resource utilization, optimize regional layout, product structure, industrial structure and factor allocation, and promote the transformation and upgrading of fisheries.

The Ministry of Agriculture focuses on the following tasks: First, change the way of aquaculture. Vigorously promote standardized healthy aquaculture of aquatic products. The second is to strengthen the protection of fishery resources. We will continue to organize and implement the summer fishing moratorium in the coastal areas and the fishing bans in the Yangtze River and Pearl River, and will intensify efforts to promote the proliferation and release of aquatic biological resources and the construction of marine pastures to protect rare and endangered aquatic animals such as Chinese sturgeon and finless porpoise. The third is to reduce fishing capacity. Four special clean-up operations were organized nationwide to clean up the "homeless net". According to statistics, nearly 600,000 illegal fishing gear (tops) were cleaned up and 16,000 ships involved in fishing were banned. Good results have been achieved.

Next, the Ministry of Agriculture will also promote the improvement of the fishery oil price subsidy policy and other transfer mode policies to support fishery development, strengthen the protection of fishery resources and water environment, continue to vigorously clean up and rectify the "lost household network" and "three ships involved in fishing", especially implement the requirements of the Supreme Leader General Secretary for the ecological sustainable development of the Yangtze River Economic Belt, and continuously improve the aquatic resources and environment in the Yangtze River Basin.

This adjustment of agricultural structure better reflects the five new development concepts of the central government, which can not only ensure the national food security, but also continuously improve the ecological environment, leaving a blue sky, a green water and a high-quality cultivated land, making due contributions to the continuous development and progress of the Chinese nation.

Actively and effectively guide farmers to adjust planting structure

China News Service reporter:The reform of corn storage and storage system has been announced for one month. At present, it is the key period of spring sowing in the north. In the interview, we found that farmers want to reduce corn, but they don’t know what to replant. I wonder how the Ministry of Agriculture can guide farmers to adjust their planting structure.

Yu Xinrong:Your question is very timely, which reflects the aspirations of farmers and is what we are doing. According to the arrangement of the central government, the corn purchasing and storage system has been reformed this year, from the past temporary purchasing and storage policy to the new mechanism of "market acquisition+subsidy". In the past, in order to protect the interests of farmers, especially farmers who grow corn, the bottom purchase was completed by the state; This time, it is a market-oriented acquisition, but at the same time, in order to protect the interests of corn producers, necessary subsidies are given. There are two key points in this policy. One is that the price of corn fully reflects the market formation mechanism, and producers sell corn on the market with them. Various market entities independently enter the market for acquisition. The other is to establish a subsidy system for corn producers to keep the income of farmers planting corn in advantageous producing areas basically stable. Therefore, after the announcement of this system, local governments and grassroots cadres in the main corn producing areas increased their propaganda efforts, and together with the farmers, they tried their best to understand and understand the significance of this policy. The agricultural departments at all levels, in particular, should focus on the central government’s reform measures. In the process of policy adjustment and changes in the corn market, they should not only protect farmers’ enthusiasm for planting grain and corn, but also guide non-dominant areas to plant other crop varieties, such as grain-bean rotation.

As far as we know, after the announcement of the reform of the corn storage system, areas such as the fourth and fifth accumulated temperature zones in Heilongjiang Province are actively reducing corn, but some farmers don’t know what to replant. This problem is a problem that governments at all levels and agricultural departments need to focus on. I have talked about three points before to solve this problem, and besides, I have done three things: First, we have done a good job in planning and guidance. We issued the National Planting Structure Adjustment Plan (2016-2020) in time, and put forward opinions on the adjustment of variety structure and regional layout. Second, strengthen demonstration and guidance, mobilize agricultural technicians, grassroots cadres, and some large planters and experts, take the lead in carrying out planting structure adjustment, and provide as good services as possible in terms of technical materials. This year’s new varieties are also one of the most timely and best years to provide. The third is to strengthen publicity and guidance. The Ministry of Agriculture held a press conference in early April to introduce the situation of corn structural adjustment to the society in a timely manner, and sent a number of working groups to the main grain producing areas, together with grassroots cadres, to preach policies to farmers, guide relevant technologies, and provide quality services. "Farmers Daily" also opened a column to publicize the good experiences and practices of corn structural adjustment in various places. I would also like to mention in particular that in the process of policy adjustment, many news media have actively interpreted it, which has provided good help for grassroots farmers, especially large growers, to understand the policy in time, calculate the planting management accounts and plan this year’s planting plan.

Adjusting the structure cannot affect the safety of grain, especially rations.

Farmer Daily reporter:Last week, the Ministry of Agriculture just announced the "National Planting Structure Adjustment Plan (2016-2020)". What are the main features of this round of structural adjustment and what kind of goals should be achieved?

Yu Xinrong:Planting structure adjustment planning adheres to the five development concepts put forward by the central government. Specifically, it has the following characteristics: First, it highlights the green guidance. It is proposed to grasp the economic benefits, social benefits and ecological benefits and achieve the unity of the three benefits. The second is to coordinate and promote. A series of innovative ideas, innovative measures and innovative methods have been put forward in crop structure, variety structure, regional layout and industrial integration. The third is to focus on key efforts. According to the national planting structure adjustment plan, highlight the diversity of biological and climatic conditions, follow the laws of agriculture itself, not only keep the bottom line of food security, but also pay attention to those non-dominant areas and guide them to develop more suitable industries and varieties. For some major grain producing areas, special support policies are adopted, such as strengthening the construction of high-standard farmland and consolidating and improving grain production capacity. The fourth is to lay a good "combination boxing". Do a good job of addition, establish a big food concept, face the whole land resources, and develop food resources in all directions and in many ways. Do a good job of subtraction, based on resource conditions and market demand, reduce production in non-dominant areas, reduce groundwater funnels, heavy metal pollution areas and areas with serious ecological degradation, and reduce environmental pressure. Do a good job of multiplication, make full use of light, temperature, water, gas, soil and biological resources, change the single planting mode, establish a reasonable rotation system, improve soil and enhance soil fertility, and coordinate economic, social and ecological benefits, so as to realize the sustainable utilization of agricultural resources.

Implement the plan of planting structure adjustment, and strive to achieve the goal of "two guarantees, three stability and two coordination". First, we must achieve "two guarantees", that is, food and grain. We should not affect the safety of grain, especially rations, because of structural adjustment, so as to ensure that grain is basically self-sufficient and rations are absolutely safe. Second, we should stress the "three stabilities" and stabilize the self-sufficiency level of cotton, edible vegetable oil and sugar, which is the daily supply that our people need. Third, do a good job of "two coordination". To achieve the coordination of vegetable production and demand, forage production and animal husbandry. Further implement the "vegetable basket" mayor responsibility system and the food security governor responsibility system.

Pay close attention to various subsidy policies such as grain-bean rotation and grain-to-feed.
Cash to households and implement to fields as soon as possible.

Xinhua News Agency reporter:At present, there have been some positive changes in the adjustment of corn structure, but there are also some problems. For example, some farmers will worry about whether the products of alternative crops will sell well in the market, and what is the benefit of continuing to grow corn? What measures and considerations does the Ministry of Agriculture have on this issue?

Zeng Yande:This is also a key issue that we are currently concerned about. A prominent feature of agricultural production this year is the positive changes in structural adjustment. It shows that the adjustment of corn structure has a good start, which is a good momentum and also enhances our confidence. Of course, from the situation reflected by grassroots cadres and farmers, there are still some problems worthy of attention in the current corn structure adjustment. Mainly manifested as "three worries":

First, I am worried that the benefits of planting are difficult to protect. As we all know, what farmers plant depends on the price and benefits, and what benefits are good and earns more money will be planted. In the first two years, when the price of corn was good, farmers planted more corn, and the main producing areas in Northeast China were investigated. In general, the income per mu of corn was 200 yuan higher than that of soybeans. Farmers are worried that after switching to soybeans, the benefits will not catch up with corn. This is a realistic problem, which depends on policy guidance and subsidies for farmers who grow soybeans.

Second, it is worried that the market for alternative crop products is difficult to sell. We reduced corn, mainly by planting soybeans, miscellaneous grains and beans, silage corn and high-quality forage. Soybean is purchased by market, and the market of miscellaneous grains and beans fluctuates greatly, so silage corn and forage must be combined with planting and breeding. If there are too many of these products, it may be difficult to sell them and the price may come down. This depends on market guidance and good connection between production and marketing.

Third, I am worried that the enthusiasm of new agricultural business entities will be affected. In recent years, large growers, family farms, farmers’ cooperatives and other new business entities have become the main force of grain production. After the reform of the corn purchasing and storage system, the income expectation will drop and the enthusiasm will be affected. We will pay close attention to these problems with relevant departments and actively respond to them to protect farmers’ enthusiasm for production.

In the next step, we should focus on three things. First, we should strengthen publicity and guidance. At present, it is at the peak of spring sowing in the north, and we propose to interpret the key contents of the reform of corn storage system in various forms, so that farmers can understand the connotation and requirements of the policy, and make detailed accounts and arrange the structure. Recently, agricultural departments at all levels have organized cadres and agricultural technicians, including conducting a survey of "100 rural households", entering villages and households, and preaching policies. The second is to promote policy implementation. In conjunction with the financial departments, we will pay close attention to the implementation of various subsidy policies such as grain-bean rotation and grain-to-feed as soon as possible. Conscientiously implement the soybean target price policy, scientifically collect the price, reasonably calculate and protect the enthusiasm of farmers to grow beans. The third is to promote the convergence of production and marketing. By holding fairs, fairs and other forms, we will promote special agricultural products such as miscellaneous grains and beans to expand market consumption. At the same time, actively promote "modern agriculture in internet plus", develop e-commerce and expand the market, so that products can be sold smoothly and farmers’ income can increase steadily.

Last year, farmers in the pilot area of changing grain to feed increased their income and increased their efficiency.

People’s Daily reporter:Last year, the No.1 Document of the Central Committee clearly proposed to carry out a pilot project of changing grain to feed. As far as we know, the Ministry of Agriculture and the Ministry of Finance have carried out pilot projects in some provinces and cities last year. What is the effect now? How to advance in the future?

Ma Youxiang:Forage is as important to livestock and poultry breeding as three meals a day is to people. Good livestock can produce good milk and meat only by eating good grass and using good materials. High-quality forage is the most basic foundation of animal husbandry, and the shortage of high-quality forage is one of the important bottlenecks restricting the development of herbivorous animal husbandry in China. Last year, the Ministry of Agriculture, together with the Ministry of Finance, selected 30 counties in 10 provinces and autonomous regions, including Heilongjiang and Inner Mongolia, to carry out the experiment of changing grain to feed, focusing on whole-plant silage corn and promoting the matching of grass and livestock. Practice has proved that the grain-to-feed pilot has achieved a good win-win effect of planting and breeding, which is not only an important way to adjust the planting structure, but also a key measure to improve the quality and efficiency of herbivorous animal husbandry, and has been widely welcomed by farmers. I would like to give you a brief report on four sets of data: First, last year, the grain-to-feed plan planted 1.5 million mu, and actually implemented 2.86 million mu, and collected and stored 9.95 million tons of high-quality forage, which nearly doubled the expected target. This shows that farmers are active in grain-to-feed and support this policy. Secondly, the average yield of whole silage corn in the pilot area is 3.5 tons per mu, and the average purchase price per ton is 410 yuan money. The income of one mu of land is 1,435 yuan, which is 335 yuan higher than that of planting seed corn. This shows that farmers have increased their income and gained benefits. Thirdly, the whole plant of silage corn was popularized in dairy scale farms, and the average yield of adult cows reached 8 tons, saving 300 yuan in feed cost for producing one ton of milk. Milk protein and other quality indicators have also been significantly improved. Feeding whole-plant silage to beef cattle saves 1000 yuan per slaughter, which shows that the breeding efficiency has been improved.

According to Document No.1 of the Central Committee in 2016 and the spirit of the "Thirteenth Five-Year Plan", this year, the central government will increase its support, and expand the pilot scope of changing grain to feed to the whole "Sickle Bend" area and the main corn producing areas in Huanghuaihai, and the number of pilot counties will increase from 30 to 100. How to advance this year? We mainly guide local governments to do a good job in four aspects, which can be summarized as "two reasonable determinations and two continuous strengthening". Two reasonable determinations, one is to reasonably determine the area of changing grain to feed, insist on raising and planting seeds for raising and planting seeds for raising, and reasonably determine the planting scale to ensure that the produced feed can be sold, used and has good benefits. The second is to reasonably determine the varieties of grain to feed, adhere to local conditions, rationally replant, and scientifically choose planting varieties. Planting silage corn is suitable for planting silage corn, and planting alfalfa is suitable for planting alfalfa. It is necessary to choose a good variety. The first is to continue to strengthen the industrialization of forage production, adhere to large-scale planting, mechanized operation and standardized production as the main direction, accelerate the construction of modern forage production system, and fill the shortcomings in the development of herbivorous animal husbandry. The second is to continue to strengthen the management of support funds, that is to say, to manage and make good use of support funds. We insist on the task to the province, the capital to the province, and the responsibility to the province, giving local full autonomy. At the same time, establish and improve the supervision and evaluation system, ensure the good use of support funds, and effectively play its due effect.

Actively promote the development of potato industry and build a staple food culture in a well-off society

People’s Daily reporter:The key point of reducing corn is to change rice to beans and grain to feed, and potato is also an alternative crop. Everyone is very concerned about this issue, that is, what new measures does the Ministry of Agriculture have in promoting the development of potato industry?

Yu Xinrong:Now our country has entered the decisive stage of building a well-off society in an all-round way, which is reflected in all aspects, one of which is the upgrading of consumption structure, not only eating well, but also eating healthily. Potatoes are recognized as a staple food in the world, but for many reasons, we didn’t really realize this in the past. In the past two years, through various publicity, this cognition has been more and more accepted by the society, and encouraging achievements have been made in the development of potato industry. Potato staple products have entered the market and entered thousands of households.

I would like to quote a figure here. Every day in Beijing alone, there are more than 600 supermarkets selling staple food products such as potato steamed bread and noodles. Farmers who grow potatoes can also feel that the prices in these two years are good. Now more and more consumers realize that potato is a healthy food, and it has entered the stage of comprehensive utilization of staple food and non-staple food from the past. Now the central government is also increasing its support, and governments at all levels also regard it as the focus of structural adjustment.

The agricultural sector will further improve the situation and guide consumption with nutrition, which is produced in consumer guide. First, speed up technological innovation. Further screen out a number of new varieties with high quality, high yield, stress resistance, excellent comprehensive characteristics and suitable for staple food processing, and develop the formula and technology of potato steamed bread, noodles and products with different regional characteristics. The second is to promote industrial development. Continue to do a good job in the pilot development of potato staple food, reduce the cost of potato planting and staple food processing, improve product quality and meet the needs of consumers. The third is to strengthen publicity and guidance. Make full use of TV, radio, internet and other media, vigorously carry out popular science propaganda, guide healthy consumption, and create a staple food culture in a well-off society.

Corn will not be the "second soybean"

CCTV reporter:In the interview, we noticed that corn has been greatly reduced this year, and it was originally planned to reduce by 10 million mu, which is expected to exceed this area this year, and the import of corn and its substitutes is increasing, so some people are worried that corn will become the "second soybean".

Zeng Yande:At present, there is a staged oversupply of corn, which is caused by many factors. Basically, there are two things: first, the domestic supply has increased. In the past 12 years, the area of corn has increased by 210 million mu, exceeding the increase of grain area in the same period. The output increased by 217.5 billion Jin, accounting for 57% of the grain increase in the same period. Second, the import of corn and substitutes increased. As we all know, affected by the price difference at home and abroad, the import of corn and its substitutes has gradually increased in recent years. Last year, we imported more than 4.7 million tons of corn, up 82% year-on-year. At the same time, sorghum, barley and other substitute varieties are imported more. Last year, 10.7 million tons of sorghum and 10.73 million tons of barley were imported, up by 85% and 98% respectively. In addition, some cassava and corn distiller’s grains were imported, and the increase of corn production and foreign imports "met", resulting in a large increase in inventory.

Will corn become the "second soybean"? From two aspects, in the short term, there is not less corn, but more corn, so we should take the initiative to reduce corn and reduce the inventory pressure. In the long run, corn, as energy feed and processing raw materials, is a variety with increasing demand and should develop steadily.

We believe that corn will not become the "second soybean", mainly based on the following judgments: First, as an important grain variety, corn should be protected. The central government clearly put forward the national food security strategy under the new situation, and also clearly put forward the strategic bottom line of "ensuring the basic self-sufficiency of grain and the absolute safety of rations". This shows that wheat, rice and other grain varieties must be guaranteed, and corn, as an important grain variety and energy feed, should also maintain a stable self-sufficiency level, which is strategically determined. Although the current supply of corn exceeds demand in stages and needs to be reduced appropriately, there will be many policy measures to maintain the stable development of corn production if there is a sharp decline in corn production and once the national food security is endangered.

Second, the current reduction is in a non-dominant area with limited impact. Just now, Minister Yu said that our current round of adjustment is to appropriately reduce the cold and cool areas in the northeast, the farming-pastoral ecotone in the north, the arid areas in the northwest and the rocky desertification areas in the southwest while consolidating the dominant production areas. We call this area the non-dominant production areas in the "sickle bend" area, and the impact of reduction in this area on food security is limited.

Third, there are trade control measures, which can play a role. According to the WTO commitment, we have no quota restrictions on soybean imports, and implement a single tariff management, with an import tariff of 3%. The corn is subject to quota management, with a total quota of 7.2 million tons, and the tariff within the quota is 1% and the tariff outside the quota is 65%. In recent years, the actual annual import of corn in China is within the quota, mainly because the import of substitute products has increased a lot. In addition, we should see that the world soybean trade volume is 117 million tons, which is higher than China’s soybean consumption, and the import supply is sufficient; The world corn trade volume is only about 120 million tons, accounting for only about 60% of China’s corn consumption. We often say that if the price of oil rises above a certain level, a considerable part of corn will be converted into fuel ethanol, and the supply of corn will be reduced. Therefore, it is unrealistic to import in large quantities.

We should also see that during the "Thirteenth Five-Year Plan" period, the state carried out large-scale construction of high-standard farmland, and proposed to ensure the construction of 800 million mu, and strive to build 1 billion mu of high-standard farmland that is concentrated and contiguous, stable and high-yield, and eco-friendly, so as to realize "storing grain in the ground". It can be said that we are confident in ensuring national food security, and it is possible to secure Chinese’s rice bowl.

Let our aquatic products be raised, sold and eaten.

Economic Daily reporter:Aquatic products are a hard dish on our dining table. With the improvement of our living standards, people are spending more and more on this hard dish, and the quality effect is getting higher and higher. How can we meet people’s increasing consumption demand for aquatic products and ensure the market supply of aquatic products?

Zhao Xingwu:As the saying goes, "No fish, no table". China’s aquatic products took the lead in realizing the market-oriented reform. In the past 30 years, the fishery has maintained rapid development, which has already solved the problem of eating fish. In 2015, the total amount of aquatic products in China reached 66.9 million tons, and the per capita possession of aquatic products was 48.65 kilograms, providing one third of high-quality protein for urban and rural residents. As we all know, at present, the supply of aquatic products market is sufficient, and the supply of traditional aquatic products such as the four major fish is excessive, and some even have serious pressure on ponds. Fisheries have entered a new normal of difficulty in selling fish, facing new problems of product structure optimization and consumption level upgrading. We are vigorously promoting the transformation and upgrading of fisheries, constantly optimizing the production structure of aquatic products by changing modes and adjusting structures, and constantly meeting the needs of the rapid upgrading of residents’ consumption structure. In short, it is to raise, sell and eat.

To raise them is to take the market demand as the guide, promote the optimization of breeding structure, encourage fishermen to raise more ecological fish and marketable fish, increase the production of high-quality and safe aquatic products, reduce the surplus staple goods varieties, reduce the ineffective supply, and let high-quality fish, shrimps, crabs and shellfish enter people’s homes and become home-cooked dishes. To sell is to intensify market development, strengthen brand creation, build a number of regional and national famous brands, encourage the innovation of aquatic products circulation channels, support the construction of cold chain logistics system for aquatic products credit, develop e-commerce and online sales with the help of the Internet, and promote high-quality aquatic products to enter supermarkets, communities, schools, enterprises, barracks and families. Eating it means supporting the development of aquatic product processing, strengthening the research on convenient and quick aquatic product processing, promoting primary processing, intensive processing, comprehensive utilization and coordinated development, making eating fish more convenient, easier, more time-saving, more convenient and more fashionable, and promoting the revolution of eating fish. To sum up, it is to raise fish, sell fish, eat fish, eat to promote nutrition, sell to help raise, add to help eat, and protect food.

In a word, it is to promote the structural reform of fishery supply side, push fishery to extend to the high end of industrial chain and price chain, produce more aquatic products with high quality and low price, and let the people eat green, safe and safe aquatic products.

The latest progress of 10 key dramas | The General Administration held a promotion meeting for key TV dramas.

editorial comment/note

Ideal Shines on China on May 4th, Glory and Dream is scheduled to be broadcast in the second half of May, A Hundred Hearts of Steel is expected to be released in mid-June, and Meritorious is scheduled to be released in the National Day … At present, the key TV drama projects of the centenary of the founding of the Party continue to advance and enter the final sprint moment.

 

On April 24th, the State Administration of Radio, Film and Television held a promotion meeting for key TV drama projects in Changsha, Hunan Province, to study and promote the creation, production and broadcasting of key TV drama projects with major themes in the century since the founding of the Party. At the meeting, the creative representatives of 10 key plays, such as Ideal Shines on China, A Hundred Hearts Makes a Steel, Meritorious Work, Glory and Dreams, Ebola Frontline, Spiritual Strength, Our New Era, Big Waves, Red Boat and Armageddon, introduced the creative characteristics and latest progress of the project.

 

The following is the promotion of 10 key TV drama projects.

Ideal Shines on China

Speaker: Dongyu Fu, the general director of Ideal Shines on China.

Latest progress:"Ideal Shines on China" started on January 31st, and has been finished and entered post-production. It started broadcasting on May 4th, running from May to July.

Here, I want to introduce the project with three key words:

 

The first group of keywords are project characteristics: short play innovation and youth expression. Ideal Shines on China is positioned as a series of short plays with 40 episodes, with 40 groups of characters and 40 flash stories in different periods, recording the moving journey of the Communist Party of China (CPC)’s unremitting struggle since its birth one hundred years ago. Bold innovation in style and form, but in the process of "seeking novelty and change", we always have "two persistences": on the one hand, we insist on ideal theme, realistic creation and true texture; On the other hand, it insists on short play mode, youth expression and young communication.

The second group of keywords is content production: realistic creation, emphasizing truth. 40 groups of characters, all with prototype characters. Except for four characters who can only create virtual names because of authorization, all the others are interpreted in the feature film in the form of real names. In the unit "Our Position", in order to study the authenticity of "rifle hitting the plane", we verified all the way from the Revolutionary Military Museum in China to the relevant departments in the United States, with 19 pages of script and 100 pages of research report.

 

The third group of keywords is the creative team: first-line creative and intensive cultivation. Although our creative cycle is tight, it only takes more than two months from the start to the end, but we have been intensive: the script has been revised more than six times on average, and all the leading actors have participated in the script reading meeting.

A hundred tempering makes steel

Speaker: He Jin, producer and chief producer of "A Hundred Steels into Steel"

Latest progress:On December 30th, 2020, "Hundred Melts into Steel" was opened for steelmaking in Hengdian, and it was finished in Hengyang, Hunan recently. It is planned to be put into steel in mid-June, 2021.

Directed by director Mao Weining and written by young screenwriters such as Wang Chenggang and Li Xiuwen, The Hundred Years’ Party History is a panoramic expression. The whole drama adopts a song-group-style structure, with eight organically connected story sections, and interprets the century-old course in a way of great freehand brushwork and great leap.

 

Strengthen youth through music and performance. In terms of artistic style, songs are used to express youth, and classic songs with the brand of the times in different historical periods are used to reconstruct a brand-new road map for the audience to learn the history of the party in the past 100 years. In the choice of actors, a group of young actors with both form and spirit and a young audience were discovered, which endowed the play with youthful temperament and diverse performances.

 

To create such a theme is to spread the history of the party, export the spirit and influence the audience, especially the young audience. In the process of shooting, the founders completed a inheritance: we were moved by the youth of the pioneers, and then moved by the youth of the present. I hope this drama can be spread more widely and touch more contemporary youth.

 

Meritorious deeds

Speaker: Tina Cheng, publisher of Meritorious Work.

Latest progress:Merit was finished at the end of last year and is currently in post-production. It is planned to complete all post-production in June-July 2021 and broadcast in the first round in September-October.

Merit is a major realistic TV series organized and promoted by the State Administration of Radio, Film and Television. It is jointly produced by 13 producers including Shanghai Radio and Television, Chunyu Film and Television, and Huaer Film and Television. This drama will tell the stories of eight model winners of the Republic’s meritorious service in the 70th anniversary of the founding of New China through the artistic technique of "national narration and expression of the times". This drama is created in the form of unit drama, with 6 stories in each unit and 8 stories in each unit, all of which focus on the most colorful highlights in the lives of meritorious people. Zheng Xiaolong is the general director of the play, which has assembled a domestic first-line creative team. Eight actors who play meritorious figures are also excellent actors who have both physical and mental qualities with the meritorious person.

 

"A promising nation cannot live without heroes, and a promising country cannot live without pioneers." This is the main theme that runs through the creation of Meritorious Work. I hope that when Meritorious Work is broadcast this year, it will inspire more young people to serve the country with their talents and pass on this great spirit.

Glory and dream

 

Speaker: Liu Yan, chief producer of Glory and Dreams.

Latest progress:Glory and Dream is directed by Liu Jiang and written by Ningyu Zhao. At present, it is in a tense post-production stage and is scheduled to be broadcast in late May 2021.

Glory and Dream is a film and television work that presents a panoramic and continuous historical span of 35 years from the victory of the War to Resist US Aggression and Aid Korea from 1919 to 1954. The drama was performed by more than 50 representative artists including Tang Guoqiang, Liu Jin, Hou Jingjian, Huang Xiaoming and WU GANG. The founder hopes to let the contemporary youth know the party’s initial intention and mission, carry forward the red tradition, inherit the red gene, continue the spiritual blood of communist party people, and enhance the communication and influence of major revolutionary historical TV dramas among young people. 

From production to publicity, we strive to make Glory and Dream a visual teaching material for the study and education of Party history.

 

Ebola frontline

 

Speaker: Mao Yi, chief producer of Ebola Frontline

Latest progress:The creation of "Ebola Frontline" has lasted for more than three years, with several trips to Wan Li, and it is about to be finished. It is planned to be broadcast in the fourth quarter of this year. 

"Ebola Frontline" is based on the event prototype that China medical team went to Africa to fight Ebola virus and launched international medical cooperation in 2014, so as to broaden the international vision and express the common feelings of human beings.

 

The team overcame all kinds of difficulties in the creative process and adopted various methods to ensure the true texture of the works. In terms of photography, the first-line film photography and lighting teams are activated to strive to present a film-level picture texture; In terms of art setting, more than 200 scenes involved in the play are all restored according to the local scenes in West Africa. The structure of the house, the paving method of grass, the pattern of cloth and the design prototype in the "Sangyi Village" in the play are also from Africa. On this basis, we try our best to grasp the balance between the realistic truth "is Africa" and the artistic truth "like Africa"; In terms of professional and detailed research, the crew set up a guiding team composed of experts in medical, diplomatic and military fields. In addition, the cast of "Ebola Frontline" is also very special. The whole play uses more than 300 foreign leading actors and special actors, about 100 resident foreign group actors and nearly 5,000 foreign group performances.

 

The power of spirit

 

Speaker: Shen Yun, the chief producer of The Power of Spirit.

Latest progress:The special program "The Power of Spirit" of the film and television compilation on the theme of Party history was launched in Zunyi on April 7. The pre-filming has been basically completed, and the post-production is being stepped up.

The Power of Spirit consists of 28 episodes, each of which is 45 minutes, and is structured according to the length of two episodes of each spirit. The program takes the Communist Party of China (CPC) people’s "spiritual pedigree" as the clue, takes classic film and television works as the main material, compiles and processes them, and combines the forms of field search, actor narration, scene interpretation, interview interpretation, etc., in the long river of the century-old party history, to pursue the red memory and realize the red spirit.

 

In order to ensure the smooth creation of "The Power of Spirit", Zhejiang Radio and Television Group established the working principle of "specialized class operation and group army combat", set up a special project class with Zhejiang Satellite TV as the main body of creation, and assembled 14 directors’ teams to fully promote the creation of this major theme.

 

In the process of creation, the program focuses on the following three aspects: opening classic images from a new perspective and telling red stories well; Pursuing the red memory with new expressions and realizing the great spirit; Attract young audiences with the new relay spirit fire.

 

"Classic image, red scene, fusion expression, young voice", I hope that "Power of Spirit" will bring a refreshing feeling to the audience by recreating the classic film and television, so that the red gene of the party can resonate with the audience at the same frequency and take root in the heart.

 

Our new era

 

Speaker: The chief producer of Our New Era is rigorous.

Latest progress:Our New Era is divided into 6 units, each with 8 episodes. At present, all six units have been filmed, and intensive post-production is under way. It is planned to be completed and broadcast in June 2021.

The six units of Our New Era are: Because there is a home, the prescription of happiness, the elite of blasting, soaring, beautiful you and emergency rescue. The idea of drama creation is "two focuses": one is to focus on young party member at the grassroots level, and the other is to focus on Generation Z.

The drama series has the following characteristics: first, based on real people and events, the artistic creation of virtual reality is carried out; Second, all the live scenes were filmed, and the whole drama was filmed in six provinces (regions) including Beijing, Jiangsu, Zhejiang, Guizhou, Hainan and Guangxi. Third, the theme is unique and novel. The domestic large aircraft manufacturing in Tengfei, the civil rescue team in Emergency Rescue and the border explosives in Explosive Elites are all put on the screen for the first time. Fourth, the style is youthful and younger. The protagonists of the story are all around 20-35 years old, including rural doctors, industrial and technical workers, community service volunteers, explosive ordnance disposal soldiers, civil rescue workers and university student village officials.

Big waves wash sand

 

Speaker: Jana Shah, director of "Big Waves Wash Sand"

Latest progress:The post-production of the TV series "Big Waves and Sand Scouring" has been completed, and the final revision and improvement are being made according to experts’ opinions. It is expected to be delivered at the end of April. 

"Big Waves Wash the Sand" runs through the whole film with the clues of contemporary young people learning the history of the party, tells important historical content in a narrative way that young people are familiar with, and accurately locates the characters and events in the play and fixes the history. In the play, the group portraits of the Communist Party of China (CPC)’s founders and early revolutionary activists are created, and the narrative is started with the fate of the characters as the context. In terms of artistic expression, the drama tries to jump out of the path of writing history by events, based on taking history by people, and rooted the characters in the magnificent history of the party, paying special attention to excavating the inner world of the characters, which embodies the feelings of teachers and students, war friendship, husband and wife and friends of communist party people in detail.

 

Through the retrospective structure of Chen Qihang’s learning video on the history of the Party, the drama gathers and associates scattered events, presents the history of the Party in a political style and records with the help of the unique historical and contemporary double space-time structure, and interweaves, echoes and contrasts many characters fate line, thus realizing the free jump between stories of different characters in the same time period.

 

Red boat

 

Speaker: Wang Xiaoyu, producer of The Red Boat.

Latest progress:After 93 days of intense shooting, The Red Boat was released in Changsha, Hunan Province on March 27th, and it is expected to be broadcast on CCTV in mid-May. 

The Red Boat was deployed by Publicity Department of the Communist Party of China, produced by the Central Radio and Television General Station, produced by the TV drama and documentary center of the General Station, and produced by China TV Drama Production Center Co., Ltd., which showed the initial intention and mission of the Communist Party of China (CPC) people, with Comrade Mao Zedong as the main representative, and also showed the thinking and enterprising of a group of proletarian revolutionary pioneers such as Li Dazhao who worked hard and pursued their ideals under arduous circumstances.

 

As for the main lineup of The Red Boat, both screenwriter Huang Yazhou and director Yeming Song have deep experience in the creation of major film and television dramas. In the choice of actors, there are young actors such as Wang Renjun, jeremy, Xi Wang, Liu Mengke, etc., as well as drama-level actors such as WangZhifei, Dong Yong, Liu Zhibing, Yang Lixin and Ma Shaohua. "Red Boat" was shot in 4K, and the Dit workstation was established to ensure the image quality and artistic effect. 48 historical scenes were truly restored, and 10 historical scenes were selected for original shooting, including the former residence of Yang Kaihui and the former site of Huangpu Military Academy. Shooting more than 1000 scenes and making 420 conceptual design drawings; More than 280 main characters, more than 20,000 group performances, more than 8,600 sets of costumes and more than 55,000 props.

 

At present, the departments of sound, music, color matching, video and special effects in the later period are continuing to fight for perfection, high quality and high standard to complete the production task.

 

army rage

Speaker: Wu Yuqing, production director of Armageddon.

Latest progress:Armageddon was officially launched on November 17, 2020, and finished on March 16, 2021 after four months. Now it is in intensive post-production. The first round of issuance has been carried out, and the second round of issuance has begun to be docked.

Armageddon shows the three battles of Liaoshen, Huaihai and Pingjin in a panoramic way in the form of TV series, reflecting the great course of the Communist Party of China (CPC) leading the people of China to win the final victory of the new-democratic revolution from three levels of strategy, tactics and fighting, and expounding the theme of why the Communist Party of China (CPC) can.

The drama brought together the directors Gao Xixi, screenwriter Huang Jiandong, photography director Yu Xuejun, modeling director Yang Shudong, dubbing director Liao Jing and composer Zhang Zheng, etc. There were 350 main actors, more than 800 special actors and more than 60,000 extras.

In terms of creation, Armageddon is created with a serious and cautious attitude, striving to achieve the creative goals of showing war images from multiple angles with realistic creative spirit, shaping the personalized expression of leaders from the perspective of popularization, and strengthening the sense of substitution with the growth of small people. In terms of shooting and production, the thousand-person film crew traveled to Huairou, Beijing, Zhangjiakou, Hebei and Hengdian, Zhejiang to shoot, with more than 700 main scenes.

Editor | Xu Lei Pang Yichun

The institute of biophysics reveals that ATF4-dependent fructose metabolism promotes malignant progress of glioma.

  Glioblastoma multiforme (GBM) is a highly malignant brain tumor. Under normal physiological conditions, GBM uses glucose as the main energy source to support the rapid proliferation of tumor cells. In addition, other nutrients such as sugar, amino acids and fatty acids can also be used as energy sources for GBM. Epidemiological studies show that excessive intake of fructose is closely related to malignant progression of tumor. In mammalian cells, the fructose metabolic pathway is different from the glucose metabolic pathway at the initial stage. GLUT5 (encoded by SLC2A5 gene) is responsible for transporting fructose into cells, where fructose is phosphorylated by ketohexokinase and converted into fructose-1- phosphate, and then aldolase B splits one molecule of fructose-1- phosphate into one molecule of glyceraldehyde and one molecule of dihydroxyacetone phosphate, which are converted into glyceraldehyde-3- phosphate by phosphorylation and isomerization respectively.
  In mammals, Integrate Stress Response (ISR) can be divided into endoplasmic reticulum stress, amino acid deficiency stress, virus infection stress and heme deficiency stress, which correspondingly activate four protein kinases-Perk, GCN2, PKR and HRI. Previous studies have shown that these four protein kinases can selectively activate the translation of transcription factor ATF4 by phosphorylating protein translation initiation factor eIF2α, and then ATF4 activates the expression of its downstream target gene to complete the cell stress response program.
  On October 16th, the research team of Li Xinjian from the Institute of Biophysics, Chinese Academy of Sciences published a research paper entitled ATF4-dependent fruitolysis fuels growth of glioblastoma multiform online in Nature Communications. This study revealed that GBM activated cell ISR under the condition of glucose deficiency. By immunoprecipitation of high-throughput sequencing (ATF4 ChIP-Seq) against ATF4 chromatin, it was found that ATF4 could bind to the promoter region of two key proteins (GLUT5 and ALDOB) in fructose metabolism pathway and activate the expression of these two proteins. At the same time, destroying the DNA sequence of SLC2A5 and ALDOB promoter region combined with ATF4 by gene editing could effectively inhibit fructose metabolism induced by ISR. Furthermore, the functional study found that blocking ISR-induced fructose metabolism from gene level and small molecule inhibitor level can significantly inhibit the cell proliferation and clone formation ability of GBM under the condition that fructose (non-glucose) is the energy-supplying substance. In nude mice transplanted tumor model, it was found that ISR caused by glucose deficiency widely existed in GBM tissues, and blocking fructose metabolism induced by ISR could effectively delay the progress of GBM. The above research suggests that fructose is an alternative energy-supplying nutrient for GBM under glucose deficiency.And GBM patients should be wary of high fructose diet. Therefore, designing small molecular drugs to target fructose metabolism is a potential treatment for GBM.
  The research work is supported by the National Natural Science Foundation of China, Chinese Academy of Sciences and national key R&D programs.
  Paper link 
  Fructose metabolism mediated by ATF4 promotes malignant progression of glioma. Under the condition of energy stress (glucose deficiency), protein kinases GCN2 and PERK selectively activate the translation of transcription factor ATF4 by phosphorylating protein translation initiation factor eIF2α, and ATF4 binds to the promoter regions of two key genes SLC2A5 and ALDOB in the fructose metabolism pathway and activates fructose metabolism induced by the expression of these two genes, thus providing energy sources for GBM cells with glucose deficiency and maintaining the malignant progress of tumors.
  

The British Film Academy Awards nominated bridge of spies and Carol to lead.

    1905 movie network news Recently, the 69th British Academy of Film and Television Arts officially released the nomination list, with 9 nominations each, leading the whole list. Followed by 8 nominations, 7 nominations and 6 nominations each. In addition, less than a month after its release, it also won four nominations. In the performance awards, Cate Blanchett, Rooney Mara, Brie Larson, Michael Fassbender, idris elba and Eddie Redmayne were all shortlisted in this year’s awards season.

    The nomination list was announced by Stephen Fry, the last host, and Gugu Mbatta-Law, who nominated the New Star Award in 2015. The two announced the candidate list through live video at the headquarters of the British Film Academy Award. It is reported that the award ceremony will be held at the Royal Opera House on February 14th, local time in London, when Stephen Fry will continue to be the host.

    The following is the nomination list for the 69th British Film Academy Awards:

    Best film:

    Revenant.

   

   

    Carol

    Bridge of spies.

    Best British film:

   

   

    Brooklyn

   

   

     

    Best director:

    Alessandro Gonzalez Inarido’s revenant

    Adam McKay’s Big Bear

    Ridley scott’s "Mars Rescue"

    Todd Haynes’s Carol

    Steven Allan Spielberg’s bridge of spies

    Best actor:

    Leonardo DiCaprio’s revenant

    Michael Fassbender

    Eddie Redmayne’s The Danish Girl

    Matt Damon’s "Mars Rescue"

    Bryan Cranston

    Best supporting actor:

    Benicio Del Toro

    Christian Bale’s Big Bear 

    Idris Elba

    Mark Alan Ruffalo’s Focus

    Mark rylance’s bridge of spies

    Best actress:

    

    Cate Blanchett’s Carol

    Brie Larson; Brianne Sidonie Desaulniers

    Maggie Smith

    Saoirse Ronan’s Brooklyn

    Alicia vikander’s "Mechanical Ji"

    Best supporting actress:

    Rooney Mara’s Carol

    Steve Jobs by Kate Winslet

    Alicia vikander’s The Danish Girl

    Julie Walters’s Brooklyn

    Jennifer Jason Leigh

    Best documentary:

    Amy

    Land of drug trafficking

   

   

    《Sherpa》

    Best foreign language film:

   

     

    Heb

   

   

    Best animated film:

   

   

   

    Best original screenplay:

    Hateful eight.

    Inside Out

    Focus

    Mechanical Ji

    Bridge of spies.

 

    Best adapted screenplay:

    Room

    Steve Jobs

    Brooklyn

    Carol

    Big bear  

    Best editing:

    Big bear

    Bridge of spies.

    Mad Max: Fury Road.

    The Martian

    Revenant.

    Best art director:

    Bridge of spies.

    Carol

   

    Mad Max: Fury Road.

    Star Wars: The Force Awakens

    Best costume design:

    Brooklyn

    Carol

    Cinderella

    The Danish Girl.

    Mad Max: Fury Road.

    Best makeup: styling:

    Brooklyn

    Carol

    The Danish Girl.

    Mad Max: Fury Road.

    Revenant.

    Best sound effect:

    Bridge of spies.

    Mad Max: Fury Road.

    The Martian

    Revenant.

    Star Wars: The Force Awakens

    Best visual effect:

   

    Mechanical Ji

    Mad Max: Fury Road.

    The Martian

    Star Wars: The Force Awakens

Oscar-winning special effects makeup artist came to CCTV6 to talk about Hollywood behind-the-scenes stories.

1905 movie network news Recently, ve neill, a famous American special effects makeup artist, was invited to China to be a guest on the CCTV6 movie channel "A Good Film with a Date" program, and had a talk with Wang Naipeng, a famous special effects makeup artist in China, A Lang, a well-known film critic and Miya, a young actor. Ve neill not only shared many behind-the-scenes stories of classic movie characters he created, but also discussed the relationship between special effects makeup and actors and the future development of special effects makeup industry in China with several other guests.

 

This influential special effects makeup artist in Hollywood is the winner of three Oscars, two Emmy Awards and two Saturn Awards, and is also a permanent judge of the popular reality show Face Off in recent years.

  

During his career of more than 40 years, ve neill has worked as a special effects makeup artist for more than 60 films, and he is a veritable master in American film makeup. Representative works include (the first three), (the whole series),,,, and so on. With the superb makeup artist, ve neill won the Oscar for Best Makeup and Hairstyle Design in 1988 (), 1993 ("mrs. doubtfire") and 1994 () respectively. In addition, ve neill is a permanent judge of the popular reality show "Face Off" in the United States. Since January, 2011, the program has been broadcasted for 12 seasons, which has aroused great repercussions both overseas and in China.

 

Recently, the Hollywood film special effects makeup master successfully attracted the attention of China audience through in-depth talk shows. And this visit to "A Good Film with an Appointment" also allowed ve neill to lead the audience in China to learn more about this mysterious and highly artisan career. As the director of the special effects makeup group of the first three films of Pirates of the Caribbean, ve neill successfully created classic screen images such as Captain Jack and Davey Jones. In the program, ve neill also shared the creative process of these characters and the interesting things in his work with actor Johnny Depp. After talking, Wang Naipeng, China’s top film special effects makeup master, also showed his works on the spot. When the models came onto the stage with realistic special effects makeup such as Terminator T-X, Pig Eight Rings and Werewolf, ve neill couldn’t help but go forward and appreciate and comment seriously, and said that he liked these works very much. This scene makes the studio seem to instantly become the competition scene of "Face Off".

 

When talking about the prospect of special makeup in China, ve neill also has his own unique views. She thinks that China’s special effects makeup is on the right track, and China’s profound cultural background allows special effects makeup artists to create more amazing roles. The huge movie market also gives China more opportunities to practice and improve its special effects makeup technology than the United States. At the same time, ve neill also said that she is now the director of education at the Cinema Makeup School, where she met many talented China special effects makeup artists. Between words, it is not difficult to feel ve neill’s affirmation and confidence in China’s special effect makeup technology.

Happy life in the farmer’s market

  Editor’s Note: The farmers’ market is the "vegetable basket" of thousands of households, which is the responsibility of the people’s livelihood, the government and the necessity of public services. The Municipal Party Committee and the Municipal Government attach great importance to the transformation and upgrading of farmers’ markets as an important unit to promote the high-quality development of our city and build a model city of common prosperity. This year, the city once again incorporated the transformation and upgrading of the farmer’s market into the annual livelihood practical project, and intensified efforts to build a farmer’s market that is more people-friendly, convenient, beneficial and beneficial to the people. This issue of "Politics for the People" focuses on the transformation and upgrading of the farmers’ market and pays attention to the happy life in the "vegetable basket", so please pay attention.

  Life is in the "vegetable basket". The quality of the "food basket" is directly related to the quality of citizens’ life and the taste of the city.

  Since last year, Jiaxing has started a new round of transformation and upgrading of farmers’ markets. This year, the transformation and upgrading of farmers’ markets will once again be included in the municipal government’s livelihood projects, and 74 urban and rural farmers’ markets will be transformed and upgraded to achieve full coverage of the city.

  After the transformation and upgrading of the farmers’ market, how is the public’s "vegetable basket"? What kind of happy new experience is it to visit the farmer’s market? In the past few days, reporters have conducted in-depth interviews.

  The characteristic vegetable market is full of fireworks.

  In September, the favorite bite of Jiaxing people-Nanhuling went on the market. After Portunus, hairy crabs also climbed the table of Jiaxing people. People who are busy pasting autumn fat are also used to adding some beef and mutton to the vegetable basket. These foods are undoubtedly on the C position of the food market booth.

  Just as there are popular dishes in every season, there are some good "conspicuous bags" in every market. Their prominence lies in the long queues of customers, the comfort of closing the stalls early, and even the posture of opening the cash box to count banknotes.

  There are three "conspicuous bags" at the Happy Li Farmers’ Market in Yangliuwan, the urban area. The "Dongdong Beef and Mutton" booth is one of them.

  Xiao Yumei, the stall owner, said, "I can sell a cow in one day on weekends." In addition to retail, she also supplies wholesale for several other food markets. "We have slaughterhouses, which can guarantee that the beef and mutton are fresh and cheap every day, so old customers will come to buy them." Xiao Yumei said confidently, for example, on the day of the interview, the beef tenderloin of the stall was sold at 50 yuan per catty in 46 yuan, and other food markets had to sell it.

  With the pursuit of old customers, Xiao Yumei’s business is handy. At 11 o’clock in the morning, she has already collected the stalls and counted out the hundred-dollar bills from the box where the money was collected. "There are more than 7,000 pieces here, and there should be more than 10,000 pieces paid by scanning the code."

  Xiao Yumei has been engaged in beef and mutton business for more than 30 years, and has been in Yangliuwan farmers’ market for nearly 17 years. Four years ago, the transformation of Yangliuwan Xingfuli Farmers’ Market was completed. She was optimistic about the business here, invested money when bidding, and got the top position near the Xiaojing rest area at the front end of the East Gate Corridor.

  "In the first two years of transformation, many people knew about the farmers’ market in Yangliuwan Happiness, and they all came here to punch in, which brought me a wave of business. I am right in Yangliuwan, and I am prosperous here. " Xiao Yumei is quite satisfied.

  Another "conspicuous bag" of the farmers’ market in Happiness in Yangliuwan is "Old Wang Bai Chicken". The stall owner, Lao Wang, can cook more than 20 white-cut chickens a day. One white-cut chicken is about 5 kg, and it sells for one kg in 32 yuan. It was sold out before 10 am on the day of the interview. "If it is a holiday, it will be sold out at 8 o’clock in the morning." Lao Wang is a little proud.

  Because it sells cooked food, the operating rooms of "Old Wang Bai Chicken" are all separated by glass, and the air conditioner inside shows 25 degrees Celsius, so "three defenses" and "three whites" are in place. "I’ve been making boiled chicken for 14 years, and it tastes authentic in Jiaxing." Lao Wang said, "After the market is transformed, everything is comfortable, and doing business here is always accented."

  After the completion of the transformation, aquatic products have become the characteristics of the farmers’ market in Yangliuwan Happiness. The most conspicuous position in the market is the aquatic product booth at the east gate. At eleven o’clock in the morning, there were only four "disabled soldiers" left in a big red basin. In addition to setting up a stall here, the stall owner also supplies other food markets, and it is also fresh and cheap. When she was about to interview, she shook her hand at the reporter: "Wait for me, I’ll go to the bathroom first, and I haven’t stopped all morning."

  Waiting for her gap, the reporter went to see the passenger flow registration system in the farmer’s market. The system showed that by 11 am, the passenger flow in the farmer’s market had exceeded 5,000. Wang Huiliang, head of the farmer’s market, said: "It is normal to have more than 5,000 people on weekends, and we usually have more than 4,000 people."

  The market is rejuvenating and people’s livelihood is seeing feelings.

  Every farmer’s market has one kind or another "conspicuous bag". For example, the pork stalls and vegetable self-produced and self-sold stalls in xincheng town Farmers’ Market in Xiuzhou District have driven the annual operating income of the market to exceed 100 million yuan; The seafood stalls at the New Farmers’ Market in the Economic Development Zone of Jiaxing are hot for holiday king crabs, and the fish platter makes people shine. An egg stall in the neighborhood center of Xingfuli, Lingtang Road, sells more than 20 varieties of eggs …

  These online celebrity products and online celebrity stalls with management ideas, quality awareness and persistence in sustainable management can continuously attract customers and brand the farmers’ market with fresh, cheap and distinctive dishes.

  During the transformation and upgrading of this round of farmers’ market, market operators invariably choose to support these excellent booths and enlarge the booth area so that they can display them. Yangliuwan Xingfuli Farmers’ Market has been reduced from more than 300 booths before the transformation to 89 booths at present, and it has been fully rented. Changxin farmers’ market also takes the route of "big stalls", which makes the whole market more stretched and transparent.

  The original intention of the transformation and upgrading of the farmers’ market is to make people feel more at ease and comfortable in buying food. In the final analysis, it is necessary to implement the daily operation and benign service of business households and make people fall in love with buying food. After the transformation is completed, the market business will be better than before, and the transformation will be successful, and the hot and exquisite fireworks will be there.

  This exquisite fireworks gas comes from the high standard, high starting point and high level of this round of farmer’s market transformation and upgrading. Different from the previous minor repairs, this round of farmer’s market transformation and upgrading has greatly improved the overall software and hardware facilities in accordance with the requirements of star-rated farmer’s market by means of reloading and reappearing.

  Jiang Xiongwei, director of the Market Management Department of Jiaxing Municipal Market Supervision Bureau, told the reporter that just taking the renovation and upgrading of 29 farmers’ markets at the city level this year as an example, the total capital investment of all parties has exceeded 600 million yuan. "Market operators also have a strong willingness to transform, and they are conceptually aware of the sense of crisis that they will be eliminated if they do not change."

  After this round of transformation and upgrading, the face of the farmer’s market has changed, which is obvious to all and well-known. "The food market is like a supermarket" has become a unified impression and unanimous evaluation of Jiaxing citizens on the farmers’ market around them.

  Up to now, the average progress of the renovation and upgrading project of farmers’ markets in the city is 73.5%, including 52 in-situ renovation, 16 relocation and reconstruction, and 6 transformation and production conversion. A new batch of farmers’ markets in Happiness will be reloaded soon.

  Buying food+full of happiness in life

  Blowing air conditioners and selling vegetables, Xia Mingrong, a farmer’s market operator in Yangliuwan Happiness, said: "The electricity bill is a small sum of money, and it is well spent. When the environment is good, guests are willing to buy food and they are comfortable. "

  After the renovation and upgrading of this round of farmers’ market is completed, people will find that the familiar market not only has a beautiful environment and complete facilities, but also has many "small fortunes" that are eye-catching and happy.

  For example, it is particularly convenient to drive to Changxin Farmers Market to buy food. The market has been upgraded to the standard of five-star farmers’ market, including not only ground parking lots, but also underground parking lots, and the underground parking lots have elevators directly to the market.

  In addition to excellent seafood and aquatic products, this market also has many kinds of pork, including high-end brand pork and cheap pork. There is even a flower booth introduced here, which allows you to buy food, meat, fruit and flowers at one time, which is of high quality.

  The reporter noted that paying attention to the renovation and improvement of barrier-free facilities is a warm point in the renovation and upgrading of this round of farmers’ markets and has become a window of urban civilization.

  In addition, small animals are also concerned. A number of farmers’ markets visited by the reporter have posted "no pets allowed" tips. On the day of the interview, the reporter met a couple at the Happy Li Farmers’ Market in Yangliuwan, and tied the dog to the post outside the security room of the market, so that the security brother could help him take care of it.

  When market stalls are operated through electronic display screens, electronic price tags and code scanning payment become "standard", and some markets begin to think about how to do customer interaction well.

  For example, on the entrance screen of Xiuxin Farmers’ Market in Xiuzhou District, in addition to scrolling the pesticide residue detection results of various vegetables, the information of special dishes of the day is also published on the screen, which is convenient for customers to follow the map.

  Insert wisdom wings to make it easier to buy food. In terms of the construction of smart farmers’ markets, Haining is at the forefront of the city.

  In February last year, Haining proposed to vigorously promote qualified and qualified farmers’ markets to implement "changing agriculture into supermarkets", explore the construction of a new urban farmers’ market with "new retail and smart farmers’ markets", realize the functions of "smart farmers+experiential canteen area+brand convenience store +App online convenient shopping", accelerate the application of smart management system in farmers’ markets, and build a management platform for background software (transaction database) of farmers’ markets. The digital system of "vegetable basket" has basically been established.

  In the increasingly trendy farmers’ market, minor repairs and small supplements have made the public feel the "ancient warmth". Mending, repairing shoes, repairing umbrellas, matching keys, sharpening knives, sticking films on mobile phones, and cleaning range hoods … these convenience services that ordinary people need are still reserved in the farmers’ market. A special area for small repairs was set up on the second floor of Changxin Farmers’ Market. The area of Xingfuli Farmers’ Market in Lingtang Road is not large, but it still retains a booth for making and changing clothes, and a convenient booth for matching keys in a conspicuous position.

  "Minor repairs are needed by the people; Needle thread brain is also a business. " Jiang Xiongwei said, "We advocate that the farmer’s market should keep small repairs and make up booths, which is also the meaning of improving the’ quarter-hour convenience service circle’."

  The "small fortunate" of the farmer’s market is also reflected in the integration of community services and cultural facilities into the farmer’s market and the completion of the "food market+"article, which has become a warm color for the transformation and upgrading of the farmer’s market this round. It is nothing new to walk the baby upstairs in the market, to participate in community cultural and sports activities in the market and even to have tea, walk and chat in the garden upstairs in the market.

  When the farmer’s market is becoming more and more fashionable, diversified and capable, the action of buying food is used to connect the convenience life circle in series, which reflects the "happy life" in the farmer’s market and also embodies the governance wisdom of "politics for the people".

From the controversy to the hot "prepared food" is coming.

  The whole process of buying vegetables, washing vegetables, cutting vegetables and frying vegetables takes as little as tens of minutes and as many as several hours — — This is a traditional cooking process.

  Tear open the package and put it directly into the pot. It only takes a few minutes at the shortest, and seemingly complicated dishes can be served — — This is a cooking process with "artifact" blessing.

  When the fast-paced life meets the exquisite needs of life, it runs out of the "prefabricated dishes". Do it quickly and eat well. Is it reliable?

  "Little White" became "Kitchen God" overnight?

  The Spring Festival in 2021 is special for Kobayashi. In response to the call of celebrating the New Year on the spot, she joined a few friends for dinner. "It is said that one person has two specialties, and the result is a bunch of takeaways."

  But this "takeaway" is not another "takeaway". It is not a steaming finished product that can be eaten upon receipt, but a semi-finished product that still needs to be processed. Some were temporarily called from the takeaway APP before departure, and some were hoarded in major live broadcast rooms a long time ago.

  Take lotus leaf chicken, the "final dish" prepared by Kobayashi, as an example, you only need to thaw the materials in advance, poke a few holes in the lotus leaf when cooking, and put it in a pot for 40 minutes, which is a hard dish that is quite handy.

  "First of all, it is convenient. Fresh materials and condiments are very troublesome from purchase to treatment; Secondly, it takes a long time to prepare the meat dishes yourself, and the efficiency of semi-finished products is much higher; Finally, the taste of prefabricated dishes is relatively stable. My friends and I rarely fire at ordinary times, and we are not at ease with our own craftsmanship. " Kobayashi said that he and his friends are very satisfied with this "semi-buffet" New Year’s Eve dinner.

  Many young people like Kobayashi have made prefabricated dishes a new favorite on the New Year’s Eve dinner table. Among the top ten New Year’s goods data released by Tmall, the sales of prefabricated vegetables increased by 16 times compared with last year. According to JD.COM Big Data, since January 20th, the turnover of semi-finished dishes with small packages for 1-2 people has increased by 3.5 times year-on-year.

  The main consumer groups of pre-cooked dishes are young consumers born in 1980s and 1990s. Box Ma Xiansheng’s data shows that the proportion of consumers buying semi-finished dishes after 1995 is twice as high as that after 1965. Let many young people with poor cooking skills step into the ranks of "chefs" in one fell swoop, and the prepared dishes have also been named as "Aauto Quicker dishes" and "lazy dishes".

  On April 27th, Weizhixiang, which focuses on the R&D, production and sales of pre-cooked dishes, was successfully listed as the "first stock of pre-cooked dishes". Haidilao’s "Dinner" series products have been launched in major official channels; Boxma Xiansheng upgraded Boxma Workshop to 3R (Ready to Cook, Ready to Heat, Ready to Eat) business department; Every day, Youxian launched the "Famous Cuisine Famous Shop" channel, and the signature dishes of famous shops such as Xibei and Meizhou Dongpo entered strongly; In the category of "Aauto Quicker Cuisine", the crayfish commodity "Boxing Shrimp" went online for one and a half months, achieving sales exceeding 100 million … …

  Pre-cooked dishes, which can only be used as the reason why the elders don’t let you eat out in family group chat, have been completely "put on the table"

  Behind the scenes to the stage, the controversy is hot.

  "The epidemic has brought opportunities to the industry," Mr. Sun, who is engaged in the prefabricated vegetable industry, told Zhongxin.com that his business increased by nearly 300% year-on-year during the epidemic. Braised pork, sweet and sour pork chops, lion’s head and other dishes that require a lot of time and cost, and stews such as chicken soup, sparerib soup and Buddha jumping wall are the best to sell.

  Nowadays, the prepared dishes, which have the potential to blossom everywhere, are actually not a new thing. To put it bluntly, it is the "advanced version" of quick-frozen processed products.

  The so-called prefabricated dishes and semi-finished dishes refer to dishes that have been washed, cut, matched or even prepared in the factory, and then stored in frozen or vacuum packaging. After consumers buy them, they only need to heat them or simply cook them through the combination of materials in the prefabricated dishes.

  "In a broad sense, pre-cooked dishes are very hot compared with previous years ‘ Cooking bag ’ Is exactly the same. Judging from the market situation, it is currently more used in restaurants and hotels and less used in families. " Mr. Sun said.

  For example, Mr. Sun said, "For example, when we go to a wedding banquet, so many tables and so many identical dishes are all cooked like the kitchen? That’s definitely not possible. It will take a long time to serve and the experience will be uneven. This kind of occasion basically depends on the prepared prefabricated dishes. "

  According to the research report of Guohai Securities, the ratio of B-end to C-end in China prefabricated vegetable market is about 8: 2, and restaurants and other businesses still account for the bulk of the consumption of prefabricated vegetables. Another scene where prefabricated dishes are widely used is take-away.

  Put the "chef in crisis"? Actually, that is not the case.

  According to Song Xiangqing, a well-known economist and vice president of China Business Economics Association, the emergence of terms and products such as "lazy economy" and "prepared food" means the progress of human beings and the development of society to a certain extent.

  "Like prefabricated dishes, it is a market behavior that people pursue high-quality life by using new technologies and new materials and inventing new products and services. In the final analysis, human intelligence and hard work have improved people’s living space and way, reflecting social progress." Song Xiangqing said so.

  Then, will the appearance of prefabricated dishes really "lead to the catering revolution" or "put the chef group in crisis" as rumored? Insiders told reporters that this is not the case.

  "To make industrial dishes, the first step is for the chef to develop them before mass production." People in the industry told reporters that, not to mention that the current prepared dishes are only in the initial stage, and the taste needs to be further strengthened. From the psychological acceptance of consumers, the traditional catering mode can not be replaced by industrialized prepared dishes now.

  What’s the difference between today’s prepared dishes?

  Many people’s criticisms of prefabricated dishes focus on the lack of guarantee of their freshness.

  The reporter searched for fast food commercial cooking packages on the e-commerce platform, most of which were frozen and preserved, and the shelf life could reach 365 days. It takes a year for the cooked food to "see the light of day". Does it taste like a "zombie dish"?

  "At present, the fresh-keeping methods of the prefabricated vegetable industry are scientific packaging and rapid freezing technology (MINUS 18 C), and transportation will also require cold chain logistics throughout. Without the use of preservatives and additives, low temperature is the main way to maximize the preservation of food nutrition and inhibit microbial reproduction. " In this regard, Mr. Sun introduced.

  "Now the food industry and restaurant supply chain development to what extent? A live fish is frozen and still alive after thawing. " In Mr. Sun’s view, preservation under the current technology is inseparable from low temperature, but low-temperature technology is also constantly developing.

  For example, in the current market, for the transportation of fresh beef omasum, some merchants use 0-5℃ refrigeration instead of freezing to ensure its crisp taste. This requires suppliers to apply liquid nitrogen refrigeration technology more accurately and upgrade their packaging.

  In addition, "insecurity" and "lack of nutrition" often make people distrust prepared dishes.

  Liu Xiaoling, a doctoral supervisor of Guangxi University and an expert of Guangxi Food Safety Expert Committee, once pointed out that from the perspective of nutrition, the nutritional components of food are related to the source of raw materials and processing methods, and the changing laws of different foods and different nutrients are not consistent, so it cannot be simply said that fried food is more nutritious.

  "The traditional way of buying food, cooking and processing food has the problems of high cost and difficult risk control." At the same time, Liu Xiaoling believes that it is a way and trend for producers to adopt the access mode of food production license and market supervision to make meals in the central kitchen and distribute them centrally, which is to realize the standardization of restaurants or canteens, improve product safety and improve efficiency.

  "In fact, not only prefabricated dishes, but also categories related to the food industry will have food safety hazards." Regarding the safety of food, Mr. Sun also said that authentic prepared dishes are definitely healthier than most takeaways, but they can’t guarantee the safety of the whole industry by themselves. "As practitioners, my colleagues and I still have to do business with our conscience, and the industry can go further."

  Great potential, it is expected that in 2023.

  The market size may exceed 500 billion yuan

  What is the potential of prefabricated dishes? According to the consulting data of Ai Media, the scale of the prefabricated vegetable industry in China is estimated to be 345.9 billion yuan in 2021, up by 18.1% year-on-year. It is estimated that the prefabricated vegetable market in China will maintain a rapid growth rate of about 20% in the future, and the scale of the prefabricated vegetable market may reach 516.5 billion yuan by 2023.

  What kind of consumers like to buy prepared dishes? The data shows that among the consumers of prefabricated vegetables, 45.7% are located in first-tier cities, 19.8% in second-tier cities and 16.4% in third-tier cities.

  Among them, consumers aged 22-40 accounted for 81.3%, among which consumers aged 31-40 accounted for 46.4%.

  According to the data of Tianyancha, the number of registered enterprises engaged in the business related to pre-cooked vegetables was 1,796 in 2011, exceeded 4,000 for the first time in 2015, and exceeded 8,000 for the first time in 2018. In 2020, the number of registered enterprises reached the highest level in ten years, with a total of 12,500 new registrations, a year-on-year increase of 9%.

  At present, the registered capital of pre-cooked food-related enterprises is mainly concentrated within 1 million. Among them, Shandong Province has the largest number of prefabricated vegetable enterprises, with 9,246, followed by Henan, Jiangsu, Guangdong and Anhui.

  Ai Media Consulting analysts believe that 80% of consumers have formed the habit of buying prefabricated dishes every week, and consumers’ demand for prefabricated dishes will increase, and the market will further expand.

  The development of prefabricated vegetables also faces these challenges.

  Prefabricated vegetable market has entered a period of rapid development, with high market demand and challenges.

  According to Ai Media Consulting, there are three main challenges in the prefabricated vegetable industry: First, market coverage. China has a large cross-border area between north and south, with many cuisines and complex types. The prefabricated vegetable enterprises have obvious regional labels, so it is difficult for enterprises to cover the national market. The second is the preservation of dishes. Precast dishes need to keep the freshness of dishes, which requires extremely high cold chain transportation. The sales scope can only radiate the area around the central kitchen set up by the enterprise, which limits the further development of the prefabricated vegetable enterprise; The third is taste recovery. The taste of Chinese food is closely related to the cooking process. The factory produces all the conditioning packages of the products and then gives them to customers for processing. Once it comes to cooking, the taste can only be controlled by personal cooking.

  "In the future, if prefabricated vegetable enterprises want to develop, they must combine standardization, safety and personalization by improving the safety production capacity of central kitchens and a complete cold chain logistics system, so as to usher in a broader market." Industry analysts told reporters this way.

  Will a small step in preparing dishes be a big step to promote young people to "bid farewell to take-out and walk into the kitchen"?

  Comprehensive reports from China News Service and Dahe Daily

Digital actual combat | New changes in digital marketing, the "new trend" of enterprise growth

Content source: Elinger Eagle Road Digital Think Tank

—

Today’s marketing is different from that of 30 years ago, 10 years ago or even last year. The change of consumers’ expectations, the iteration and innovation of technical force and the change of digital economy competition pattern make the market environment change with each passing day. The construction of new marketing model based on digital environment will play a key role in the future development of enterprises.

For example, in order to attract customers, restaurants will obtain and analyze customers’ age, hobbies, frequency and consumption amount through digital technology, so as to digitize customer information, then attract customers to apply for membership through gift certificate benefits, and then conduct marketing, promotion and transformation according to customers’ behavior characteristics and preferences. This is entering digital marketing.

For the digital age, marketing is not only the work of marketing and business departments. It is the responsibility of the whole enterprise to re-understand digital marketing, think about digital marketing ability from the dimension of "data+technology" and reshape the marketing kinetic energy of enterprises, and this trend is becoming more and more obvious.

Image source: Network

New changes of digital consumers

In the digital age, new technologies have changed the concept of consumption and brought new digital consumers. Digital consumers often have the following main characteristics:

1. Using digital media: When making a purchase decision, we will first consider using digital media such as social networking, shopping websites and streaming media services to obtain product and service information;

2. The need of mobile device dependence, quick feedback and instant satisfaction;

3. Pay attention to data privacy and personalized experience and push;

4. Cross-device use, such as access and interaction between mobile devices and computers;

4. The group includes not only "digital aborigines" (consumers who grow up with digital devices);

3. It is applicable to both b2C and B2B.

(90% of digital consumers spend in front of the screen; 90% people will use multiple screens continuously; 65% people will start their first shopping experience with online shopping; 61% people have used social media on their smartphones; 59% people do their first financial management on their smartphones; 58% people will use search engines when making personal financial decisions. )

"Data+Technology" to Build a New Motive Force of Digital Marketing

In the digital age, new technologies have brought new impacts on the traditional business environment in terms of information exchange, customer interaction and data storage, such as digitalization of information exchange, customer interaction and data storage.

In order to better cope with the new digital environment, enterprises need to adopt digital tools, build digital marketing capabilities, take "data+technology" as the driving force, integrate multi-source data, rely on intelligent technology, promote intelligent marketing, and fully realize wider data collection, more accurate user access and more agile marketing closed loop.

Digital marketing brings about sustained growth by better adapting to and meeting new consumption demands. In the right time and place, the right marketing information can attract consumers better.

Enterprises need to create more attractive digital marketing content, form a consumer-centered communication network, and apply it to cross-device marketing scenarios. High-frequency interaction can gain consumers’ attention, participation and sharing, so as to grab accurate traffic and potential customers, improve sales volume and brand exposure, and at the same time better understand and meet consumers’ needs.

Five key technical modules of digital marketing

Digital marketing mainly covers five key technical modules: customer data insight, content creative management, marketing intelligence delivery, customer interaction management and marketing effect analysis, which runs through the whole marketing process and helps enterprises to be precise and intelligent in marketing.

Customer data insight

Customer data insight is based on digital portrait. Digital portrait and identification refers to the expression of various characteristics of consumers and the collection of these characteristics in time and scene by digital technology, which helps marketing managers to accurately define target consumers and design marketing strategies on this basis.

Big data prediction is based on correlation analysis, and analyzing consumer portraits can help us capture the present and predict the marketing future.

The significance of consumer portrait to marketing is not only that it can help us to understand customers more deeply and establish effective communication with customers, but more importantly, it can understand and understand customers from a new level and relevance level. Prediction is based on mutual analysis, finding hidden correlation from customer data and finding out where potential customers are. What are the potential needs of customers? And predict customers’ buying behavior, and realize sales transformation. This analysis is also applicable to the continuous sales of old customers. )

The big data consumer portrait mainly has the following five steps:

1. Data acquisition

According to the strategic needs and business objectives of the enterprise, find suitable data sources, such as CRM data, business data or third-party data, and collect data.

2. Data mining

Data cleaning, removing incomplete or repeated information; Identify users and confirm the uniqueness of users.

User identification is a very basic and important step. Only by completing this step can personalized marketing based on individuals and scenes be realized. There are three types of data for general user identification: demographic identity, device identity and digital identity.

To classify valid data, it is necessary to distinguish between static data (factual data) and dynamic data (behavioral data); At the same time, establish a label and weight system, label, classify, refine and summarize the salient features of people, things or scenes.

Tagging is a necessary prerequisite for precision marketing or personalized marketing, which can achieve better insight and understanding of consumer needs and behaviors. Weight is a quantification of degree or probability. With the label system, the complicated mass data can be transformed into a digital marketing plan that can be put into practice. )

3. Rule mining data modeling

It is very important to analyze the data and find the correlation between the data. You can also use data modeling to build the corresponding data model according to the customer’s behavior characteristics.

4. Verification

Verify the mined correlation laws or data models to ensure that the characteristics of users are accurately grasped, and only the verified models can correctly predict the marketing results.

5. Form a portrait

After verification, the accidental correlation reaction or inaccurate data in the data model is eliminated, and the remaining model is used to form a consumer portrait.

The formation process of consumer portrait is to integrate and restore the fragmented massive data into real customers, and consumer portrait is an important basis for our marketing decision.

Meck once said, "I know that half of my advertising expenses are wasted, but I don’t know which half is wasted." The commercial value transformation of consumer portraits is to carry out more accurate and effective marketing plans and improve the return on marketing investment. In the era of big data, it is possible to accurately match "target customers, channel selection, launch timing, and dissemination content", and the portrait of big data consumers is the basis for achieving the accurate matching of these four.

Portraits of big data consumers can help enterprises to find out the people who are most likely to have a good impression on you (target customers) more accurately, and create a well-planned encounter in the places where they are most likely to meet (communication channels) and at the time when they appear (delivery time), say the right words (communication content), do the right thing (promotion activity design), and send gifts (products and services) that suit their wishes.

Digital content management

The trend of DTC (end-customer-oriented marketing) has brought about the outbreak of content marketing, and brands are facing the integration of marketing digitalization, while the change of digital consumers has brought about the diversification of content and marketing channels.

Enterprises need a content center that integrates brand marketing content, business personnel and consumers.

Through the content center, enterprises can build headquarters brand assets, manage brand content assets in a unified way, support online operation of multi-content formats, manage content with metadata and smart tags, accurately find cross-dimensional screening, intelligently audit compliance and add labor, open OA workflow, one-stop approval, realize real-time synchronization of content updates, realize mobile collaborative office through enterprise WeChat, and realize safe and efficient collaboration without speed limit through cloud acceleration and data privatization deployment.

(The content in the middle and Taiwan is combined with the intelligent creation of content AI, which improves the operational efficiency, supports the multi-channel content distribution of public domain and private domain, and provides "power" for the private domain operation of shopping guides. The daily marketing materials of enterprises are dynamically updated and synchronized, and the brand uploads the template content, so that the business personnel can personalize the editing.

Through the intelligent content management platform, the large screen of enterprise terminal stores can be opened, so that creative content can be generated directionally, accurate data attribution recommendation can be realized, and the content marketing conversion rate can be improved. )

Marketing intelligence delivery

Traditional marketing is a simple single-line marketing model. Making marketing strategies based on historical data cannot form accurate delivery of people, channels and content. Digital marketing is driven by "data+technology" to create a closed-loop intelligent marketing model, open up multi-source data integration, gain insight into customer characteristics, accurately locate people, track user journey data, and realize intelligent processing of the whole process of content marketing, channel, delivery and evaluation and strategy through intelligent technology.

Intelligent marketing connects public domain and private domain data, builds a complete marketing data system, supports marketing delivery and analysis, and reaches users accurately with agile marketing strategies and automatic delivery, so as to realize wider data, more accurate delivery and more agile marketing.

Customer interaction management

Good customer management can help enterprises maximize marketing value. Customer interaction management can be divided into CRM customer relationship management, SCRM social customer relationship management and CEM customer experience management.

CRM relies on traditional channels and historical transaction data of customers, and takes products, services and sales as the guidance, and manages customer relations in one direction, thus breaking the information island, connecting marketing, sales, customer service and other departments of enterprises, and working together to improve customer service quality.

Based on the data of social media channels such as WeChat official account, Douyin and Weibo, SCRM interacts in two directions, optimizes marketing strategies by understanding users’ needs and preferences, and carries out customer relationship management;

CEM relies on omni-channels and data, analyzes customer contacts and contents, collects customer feedback, and excavates the value of products and services, so as to guide customers’ actions, participate in customer life cycle management, and enhance customer experience and transformation.

Its underlying technology is data layer — — Model layer — — Customer analysis — — Customer management. Digital marketing needs to accumulate a large number of customer data, form customer portraits, and realize efficient customer analysis and management.

Five, digital marketing effect analysis

Brands conduct marketing activities through various channels, including email, SMS, social media, live broadcast, etc., to improve coverage and conversion rate. Marketing effect analysis refers to the use of data analysis tools, from external contact advertising, website own contact analysis, collection and sales to the whole link to monitor customer consumption behavior, understand consumer demand, and comprehensively evaluate marketing effect. Bring accurate marketing through effective digital effect analysis.

The key point for enterprises to apply new technologies is to build digital business capabilities through digital technology. Digital transformation should not only consider marketing, but also consider how to upgrade business behavior and business model from the fundamental point of view of enterprises.

Disclaimer: The market is risky, so you should be careful when choosing! This article is for reference only, not as a basis for trading.

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China Mainland cracked down on foreign garbage. What about the recycling industry in Hong Kong?

[Observer Network Comprehensive Report] This month, China officially launched a new law prohibiting the import of "foreign garbage", which caught the west off guard. All parts of the world are facing the threat of "waste siege" and can no longer transport untreated garbage to China at will. Hong Kong’s recycling industry is also deeply affected by this ban. According to the BBC Chinese website today (4th), with the crackdown on "foreign garbage" in China, Hong Kong must find a way out of reform, on the one hand, turning waste into products, on the other hand, opening up the Southeast Asian market.

According to the report, Hong Kong used to be a transit point for transporting wastes from many countries to the mainland. In the past, it used to transport recycled wastes to the mainland to make money by "left hand and right hand". According to the figures of Hong Kong Environmental Protection Department, up to 97% of the 1.91 million tons of municipal solid waste recovered in Hong Kong in 2016 were exported to places outside Hong Kong before being processed and recycled.

The BBC Chinese website said that China’s policy of banning "foreign garbage" may continue to intensify, and the Hong Kong government’s support is insufficient, so the industry reform is full of risks. To this end, the article puts forward two ways to reform.

One is to treat the waste by ourselves, make the recycled waste into more valuable finished products and sell them in the form of goods all over the world, including the mainland of China..

Take Hankang Group as an example. Its parent company is in Shenzhen. In recent years, it has been engaged in renewable resources business in Hong Kong. Lin Shaohua, chairman of the group, told BBC Chinese website that in response to the ban, his company invested 50 million Hong Kong dollars (about 41.57 million yuan) to add new machines, venues and compression trucks to "productize" the waste. Different from the previous mode of recycling garbage, these machines can classify different plastics and make different products, and it is said that they can handle 100 to 200 tons of waste every day.

Waste plastic picture from BBC Chinese website

He said that the recycling industry is facing the transition period of the industry, and the operating costs of manpower and transportation continue to rise, while the prospects of product prices and sales channels are unclear, and investment is full of risks for the whole industry. At the same time, products should not only meet the requirements of China government, but also meet the requirements of the European Union, Southeast Asia and other regions, so as to enhance the competitiveness of products in the market.

However, Liu Zhifeng, director-general of Green Earth, a Hong Kong environmental protection group, said that since China announced its policy of banning "foreign garbage" in July last year, many recyclers have not had enough time to acquire new machines for transformation. Therefore, in the short term, some recyclers are trying the second way out:Open up the Southeast Asian market.

According to the report, however, as recyclers all over the world are looking for buyers, the markets in Southeast Asian countries are not big enough to accommodate China’s "foreign garbage". In addition, the transportation cost has also increased from more than 60 Hong Kong dollars per ton shipped to the mainland to more than 300 yuan shipped to Southeast Asian countries, and the profit will be significantly reduced.

At the same time, Liu Zhifeng also believes that in the long run, Hong Kong’s recycling industry needs to transform from just collecting waste to manufacturing saleable products. However, the price of such machines is millions, which is very expensive for SMEs.

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In 2016, the map of the proportion of municipal recycling waste abandoned in Hong Kong landfills was from the Hong Kong Environmental Protection Department.

Existing disadvantages of recycling industry in Hong Kong

Apart from the challenges brought by the policy changes in China, there are still some long-standing drawbacks in the recycling industry. The BBC Chinese website quoted Liu Zhifeng as saying that Hong Kong only concentrated on recycling "three kinds of paper and two kinds of plastic"-paper, newspapers, office paper and drinks, and waste plastic bottles for personal care products. Among them, "three paper" accounts for 75% of recycled paper products in Hong Kong, and "two glue" accounts for only over 10% of recycled waste plastics. This selective recycling is a "retrogression" of the policy.

Liu Zhifeng also said that one of the reasons why waste was discarded was that citizens did not wash the classified waste properly, and recyclers could not collect these useful wastes. "These waste rubbers are not recyclable. As long as a few processes are added, Southeast Asia can export them. Don’t limit the money that the recycling industry could have earned." Liu Zhifeng called it billions of potential business opportunities.

The way out for garbage in Hong Kong in 2016 is from the Hong Kong Environmental Protection Agency.

In addition, Huang Yinghan, vice president of the Hong Kong Waste Plastics Association, believes that Hong Kong recyclers cannot collect enough waste plastics locally, and the recycling work is very backward. According to the information of Hong Kong Environmental Protection Bureau, in 2016, more than 770,000 tons of plastics were discarded in landfills, while only 125,000 tons were recovered.

Huang Yinghao said that the quality of recycled plastics and how to classify them are also problems. He said that after China cracked down on illegal and inferior garbage imports (also known as Hedge Action) in 2013, many private companies collecting waste plastics had already closed down. At present, non-governmental organizations mainly recycle waste plastics. However, these organizations and recyclers are not equipped with machines, and it is very expensive to rely on manual sorting, so they only import sorted waste from overseas and then process it into products for export.

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Manual garbage sorting Figure from BBC Chinese website

Both Huang Yinghao and Liu Zhifeng believe that it is more convenient and cheaper to put waste into landfills than to separate and recycle waste in Hong Kong. In addition to reducing waste at the source, we should also adopt a "producer responsibility system" for waste and charge fees for garbage. The Hong Kong government plans to implement municipal solid waste charges in the second half of 2019.