Single mother and her test-tube triplets: with enough love, home is complete.

Four summers ago, 29-year-old Li Xueke decided to fulfill her wish to be a mother before she turned 30.

At that time, she experienced several emotions that ended in nothing, found it difficult to devote herself to her feelings, and didn’t want to get married in order to have children, and gradually had the idea of having children.

In the autumn of 2018, Li Xueke visited Thailand for three months and then selected a medical institution for IVF through an intermediary. Then, she took an ovulation needle and eggs, selected an Englishman’s sperm, implanted three embryos at one time, and all of them were successfully implanted. Since then, she has given more than 140 injections of progesterone in order to protect the fetus.

But all this, she secretly, dare not tell anyone. After Li Xueke returned to China, she tried out her mother’s views on IVF. The other party was worried about gossip and thought it was too hard to take care of the children alone, so she resolutely opposed it. So, she hid the fact that she was pregnant from her mother, and then went to Zhuzhou, Hunan Province, which is more than 900 kilometers away from her hometown of Heze, Shandong Province, on the grounds of work.

In July, 2019, Li Xueke gave birth to triplets by caesarean section in a hospital in Zhuzhou City. One was three catties and six taels, one was three catties and seven taels, and the other was three catties and two taels.

Mother Li Miaodan said that she usually talks about everything with her daughter. I didn’t expect her daughter to know that she was pregnant and had children when she was about to give birth. She felt both heartache and guilt. As a single mother, she knows the hardships of women raising children alone.

Li Miaodan and his daughter Li Xueke. The pictures in this article are all provided by the respondents.

In 1992, Li Miaodan divorced her husband, and three-year-old Li Xueke began to live with her mother. Li Miaodan remembers that when her daughter was a child, she was introverted and stubborn, and wanted a complete home. She often sang "Dad has a home, Mom has a home, and I am left alone …" Every time she heard this song, Li Miaodan couldn’t help crying.

Li Miaodan worked as a worker. After leaving the factory, she sold clothes and opened a barber shop. Almost alone, she raised her daughter.

Li Xueke remembers that several times, when her mother ran out of money, she called her father for living expenses. The next day, the other party’s phone was turned off. When she was in the fourth grade, she went to her father’s house for a year, when he had remarried. Once, she was doing her homework in the room late, and her father came into the room, thinking that she had been playing, and slapped her indiscriminately. She soon moved out of her father’s house and never went back.

Li Xueke said that she had cried several times and told her father to sever the relationship between father and daughter.

In order to take care of her daughter, Li Miaodan has never remarried since then. When Li Xueke was four years old, Li Miaodan sent her to learn dance. At first, Li Xueke was too timid to jump and didn’t learn well. Later, she gradually became cheerful and danced better and better.

When Li Xueke was in the sixth grade, he was 1.69 meters tall. On one occasion, Li Miaodan saw a model contest held in Heze City, signed up her daughter and wanted her to exercise. At that time, Li Xueke passed the audition, preliminary contest and semi-final, and finally did not enter the final. But it was this experience that brought her into the modeling industry. Since then, Li Xueke has participated in model competitions for many times, and went to many places alone, and won many awards.

In 2006, Li Xueke participated in the Shanghai Model Contest and won the championship.

Li Miaodan said that she didn’t have the time and financial conditions to accompany her daughter to participate in the competition in other places, so she exercised her independence.

After graduating from junior high school, Li Xueke chose a modeling high school in Qingdao, but when she graduated from high school, she didn’t get into the ideal university and gave up other schools.

That year, Li Xueke was 17 years old. After working in Jinan for half a year, he went to Shanghai alone.

She works as a model in Shanghai and earns 20 thousand yuan a month. In 2008, Wenchuan earthquake, many model competitions and exhibitions were cancelled. Having nothing to do, Li Xueke returned to Heze City and decided to hold a summer vacation model training class in his hometown.

She rented a venue and ran outside in the scorching sun to distribute leaflets everywhere.

Li Xueke still remembers that the night before the class started, she cried nervously all night. On the first day, only one student came, on the second day, three students came, and on the third day, five students came … Later, more and more students signed up. Throughout the summer vacation, Li Xueke sang and danced, and had classes for eight hours every day.

That autumn, in order to support her daughter’s career, Li Miaodan sold the only real estate in her family and turned the model training class into a model training school.

In 2013, Li Xueke began to be a Wechat business. After that, she partnered with others to do business and realized the freedom of wealth.

In the meantime, she talked about several boyfriends, and every time she thought she would marry and have children with each other, but she was disappointed every time. Li Xueke said that the last time she fell in love was four years ago, and they broke up in discord. Since then, she plans to "find a suitable person to marry at the age of 30, and try to have a baby alone."

"I just want to have children of my own," Li Xueke said. She was worried that it would be difficult to have children when she was old, so she set a time limit for herself.

After the baby was born, Li Xueke fell into postpartum depression for a period of time. She felt like a feeding machine. Every day, three children cried and scrambled to climb on top of her to feed. Sometimes, as soon as she hugged her little daughter, her two brothers became angry again and cried relentlessly. In addition, seeing the scar left by caesarean section also made her feel anxious and panic. Li Xueke said that in order to get rid of the scar, she had been treated for five times, each time with more than a dozen stitches, which penetrated the whole scar, but the effect was not obvious.

Later, she gradually accepted all this, including taking care of three children, being both a mother and a father.

She felt that as long as she saw these three little faces, everything was worth it.

Li Xueke and her three children.

The following is a dialogue between The Paper reporter and Li Xueke:

test tube baby

The Paper:Why do you want to be a test-tube baby?

Li Xueke:Before, every time I fell in love with someone, I wanted to marry and have children with them. After several conversations, I found that this is not the life I want. They want to find a well-behaved woman who can go to work, get off work and take care of the children at home, and I want to make my own career. Especially in the last relationship, the other person is very controlling and energetic, and I have to be with him 24 hours a day. This life is simply a hell on earth. I lived a simple life, and I was used to living with my mother. Later, I didn’t think it was necessary to form a family, facing my parents-in-law, the other family … I didn’t like this life. I have always liked children, and I hope to have children before I am 30. In 2018, I was 29 years old and decided to be a test-tube baby. In fact, before this, I thought that IVF was a child growing up in a test tube, and then I gradually understood what it was like.

The Paper:Have any friends around you ever done IVF?

Li Xueke:No. Heze is a small city. I haven’t heard of anyone who is a test-tube baby around me, let alone a single woman like me.

The Paper:Did you tell your mother to make a test tube?

Li Xueke:I was afraid to tell my mother at first. Later, after I transplanted the embryo, I was pregnant. I told her that I was not going to get married in my life and wanted to be a test-tube baby and have a child of my own. My mother can understand that I don’t get married, because she is also a failure in marriage, and many friends around her are divorced, but she can’t accept that I have children without marriage. She thinks it is too hard for a woman to raise children, and there are many rumors, especially in our small city. I remember that her attitude was firm and her reaction was fierce, which scared me from going on.

Li Xueke’s photo during pregnancy.

The Paper:When did she know that you were pregnant and had a baby?

Li Xueke:I gave birth to the baby, and it was almost the month before I sent my mother photos and videos of the baby and told her that I had a baby. In fact, in the first three months of pregnancy, I lived with my mother in Shandong, and she didn’t find out I was pregnant. Later, I went to Hunan for work and chose to stay there until the baby was born. Usually, my mother and I talk about everything like friends and sisters. I was afraid that she was worried, so I chose not to tell her. Later, my mother told this story to a friend, saying that she was very sorry that she was not with me at that time, and she cried … After I knew it, I felt very selfish.

The Paper:When children were born, what was your first feeling when you saw them?

Li Xueke:It’s so ugly, my first reaction is, is this my child? The doctors hugged me one by one, and the more I watched it, the more I collapsed. How ugly it was! I suspected that the transplant was wrong at that time, because they didn’t look like mixed-race babies either, and I called to ask. However, the longer the child grew, the better it looked.

Gossip

The Paper:You’re not married. How did you become a test-tube baby?

Li Xueke:At that time, single women were not allowed to do IVF in China, and only couples could do it if they had a marriage certificate. So I later went to Thailand to make IVF.

(Editor’s Note: The Technical Specification for Human Assisted Reproduction formulated by the former Ministry of Health in 2001 and revised in 2003 stipulates that "it is forbidden to implement human assisted reproductive technology to couples and single women who do not meet the national population and family planning laws and regulations." In recent years, there have been voices in the society to liberalize assisted reproductive technology and protect the reproductive rights of single women. )

The Paper:We understand that Thai law stipulates that you can only go to the hospital for IVF if you have a marriage certificate. Have you met any similar requirements?

Li Xueke:I don’t know. The agent I went to at that time only took my ID card and passport, and they took me to a Thai hospital to go through the formalities.

The Paper:Can you tell me something about your past experience?

Li Xueke:They took me there and signed some papers, but they were all in English, and I couldn’t understand them. Then I had an ovulation needle and ovulated … I went to Thailand three times, the first time to get eggs, the second time to transplant, and the third time after the transplant failed.

The Paper:Can a single woman apply for a medical certificate of birth after she is pregnant? Did the children have any difficulty in going to the house?

Li Xueke:I remember, at that time, the hospital also asked about the child’s father, but it didn’t matter. You can go through these procedures directly with your ID card and household registration book. My mother went to the household for the children, and the household registration police also asked these questions, and then they went to the children smoothly.

The Paper:Why do you want to have three children?

Li Xueke:I don’t want to have three, but two at most. Because the first transplant didn’t succeed, the doctor suggested another one for the second time, so the chances of success were greater. I didn’t expect all the triplets to succeed. After that, the doctor also advised me to have a baby reduction, but I didn’t want to give up any life and insisted on giving birth to all three children.

The Paper:Why do you choose foreigners’ sperm? Are you worried about gossip?

Li Xueke:My career is quite successful, but in Heze, a small city, everyone doesn’t think I got it by hard work. They said that I was so beautiful that I must have been kept by someone. This kind of gossip has never stopped. I was worried that if I chose to have a baby in China, they would think that I was someone else’s mistress and secretly gave birth to an illegitimate child. So I decided to choose foreign sperm. Another reason is that I especially like mixed-race babies, which I think is very beautiful.

Will give children enough love.

The Paper:Why do you want to make this public?

Li Xueke:At first, I had a struggle and worry inside, so I didn’t dare to say this, or even go to a strange city to have a baby alone. When the child was full moon, I made a circle of friends and found that many people envied me and thought that I had lived the life that many women wanted to live. Later, I thought that since I had done it, I couldn’t hide it. As a mother, if I can’t face this matter, how can I let my children face it? So, I decided to go public.

Li Xueke took photos with her children during confinement.

The Paper:Did you think that making this public would cause public controversy?

Li Xueke:I knew my article would be controversial when it was published, but I didn’t expect such a big reaction. At present, it is rare for single women to be IVF in China. It impacts some people’s family values, some people question it, but others support it.

The Paper:Who do you think is supporting you? Who are the people who question and oppose you?

Li Xueke:Most people who oppose me are men, most women support me, and some women envy me. They envy me for my freedom, economic independence, having my own children, not being angry with the other half, not arguing, and having my own career.

The Paper:Parents’ roles are different, and the love they give their children is different. Are you worried that their children lack fatherly love?

Li Xueke:I was raised by my mother alone. My mother gave me enough love, and I didn’t feel any different from others. Instead, it gave me greater motivation and made me strong and independent. So I think it doesn’t matter much whether they have a father or not as long as they are given enough love to grow up in a loving environment. Many people get married just to have children, and there is not much affection between parents in order to carry on the family line. My children, except for having no father, I will try my best to satisfy them, whether economically or emotionally.

The Paper:If the children are older, they ask who the father is and where the father is. What do you say?

Li Xueke:I will tell them the truth and tell them how their mother made the decision and how they came into this world.

Have the ability and confidence to raise children.

The Paper:You want to be a mother and a father at the same time. Which part of your role is more or better?

Li Xueke:My children have no father, so I have to earn money to support my family and take care of several children at the same time. My personality is more like my father’s. I am strict and do things in a hurry, but I feel that I take on the role of my mother more.

The Paper:What do you think is the difference between being a mother and being a mother?

Li Xueke:My previous life was very free and chic, running around the world. Now, when I go out for two days, I will miss my children, and I can’t travel for more than three days. But I often feel that happiness is bursting, although there are also times when there is a chicken feather.

The Paper:You often take videos for your children and post them on the internet. Are you worried about the influence on them?

Li Xueke:At the beginning, I wanted to record some wonderful lives with my babies, so I brought them into a short video. I feel that I didn’t hurt anyone, and what I did was not a shameful thing, so I am willing to take it to the public platform. Of course, if they grow up and have their own ideas and don’t want to shoot, I will respect their wishes.

The Paper:How much does it cost for three babies a month?

Li Xueke:The expenses of three babies, plus my living expenses, buying clothes and shopping will cost about 100 thousand yuan a month. The cost of three aunts is 20 thousand, plus our usual food and clothing, the living expenses are about 10 thousand; In addition, there are baby milk powder, nutrition, diapers and toys to help them enroll in early education classes. I don’t have a detailed calculation, I just calculate how much it will cost in the next year. They will go to kindergarten next year. At present, I have visited a private kindergarten in Hangzhou. The tuition fee is 283,000 yuan, about 350,000 yuan for one child and more than 1 million yuan for three children.

The Paper:Do you have any worries about the future? For example, what if there is no such economic income?

Li Xueke:The future of every family is uncertain. I think I can still support them as long as I work hard and keep pace with the times. Even in the worst case, if I can’t make money in the future, it should not be a problem to support the three of them to adulthood with existing assets, so I have the confidence to have three children.

Marriage is a piece of paper.

The Paper:Will you still get married if you meet the right person in the future?

Li Xueke:I won’t get married, but I may fall in love, because I think marriage is just a piece of paper, and it will also involve many legal problems.

The Paper:Do you not believe in love, or are you worried that marriage will affect your children?

Li Xueke:I don’t think it’s necessary to get married. You can live with me and go on like this. There’s no need to get that piece of paper. Even if you get married and your relationship breaks down, you will still get divorced, so why do you have to ask for that piece of paper? In addition, I am worried that my career is very successful and the other party will divide my property. What do you think marriage can guarantee?

The Paper:It can give children a sense of security and make them have a complete home?

Li Xueke:I will give my children enough love, emotional and material security to make them feel safe.

The Paper:Are you worried that your behavior will affect your child’s view of marriage and love?

Li Xueke:Not worried. I won’t interfere with children’s love and marriage. They can get married if they want, and they can’t get married if they don’t want. Just live their own lives.

The Paper:What are your plans for your children’s future?

Li Xueke:There is no long-term planning. My children, I will support whatever they want to learn; To what extent, they can only rely on themselves. I don’t ask them to score many points or rank in the exam, and they will all become talents in the future. I will be very happy if they can get into the university, and I won’t force them if they can’t. I didn’t get very good grades since I was a child. Although I got good grades in junior high school, I didn’t go to college either. I don’t quite understand that some parents pin their hopes on their children and ask them to realize their dreams.

A single woman decided to have a baby in vitro poster design: Wang Yu

Live playback hits Hangzhou Tonglu directly! Emergency rescue and disaster relief for landslides caused by heavy rain are under way.

This morning, the meteorological observatory of Tonglu County in Hangzhou issued a rainstorm red warning signal, and some township streets have experienced short-term heavy precipitation of more than 100 mm. Serious water accumulation occurred in some sections of the urban area. Some township roads were broken by flash floods, farmland was flooded, and some farmhouses were flooded. Tonglu County has launched a level 2 emergency response to flood control, and all relevant departments have urgently carried out rescue and relief work. Zhejiang video reporters broadcast the rescue progress live.
Time: June 19, 2019, 15:00-17:00

Indian troops opened fire on Pakistan again, causing 3 deaths and 2 injuries. Pakistan protested solemnly.

  Overseas networkAugust 29 thIndia fired at Pakistan for no reason in violation of the ceasefire agreement on the 27th, killing three civilians and injuring two others. Pakistan lodged a solemn protest on Monday (28th) local time.

  According to Pakistan’s Dawn newspaper, during the period of 10: 00 pm to 11: 00 pm on the 27th, India "for no reason" violated the ceasefire agreement reached between India and Pakistan and fired at the residence of a retired teacher in Fatehpur village, Pakistan, killing three people and injuring two others.

  Pakistan’s Foreign Ministry issued a statement saying that Muhammad Faisal, director of Pakistan’s Foreign Ministry Office, summoned J.P. Singh, India’s Deputy High Commissioner, on the same day, strongly condemning the Indian army’s unprovoked firing in violation of the agreement.

  Faisal also called on India to abide by the ceasefire agreement reached between India and Pakistan in 2003, and to devote itself to maintaining peace in Kashmir. He asked the Indian side to investigate the unprovoked firing by the Indian army on the 27th, and urged the Indian side to allow the United Nations military observer mission to coordinate the India-Pakistan conflict.

  The statement also stated that India has violated the ceasefire agreement 600 times this year, resulting in 28 civilian deaths and 113 injuries. Last year, the Indian side also violated the ceasefire agreement 382 times and opened fire on the Palestinian side.

  Recently, Indian and Pakistani troops have been fighting with each other in Kashmir. On 27th, three Pakistani militants attacked India’s police camp in Kashmir Valley, and fierce clashes broke out between the two sides. In the end, eight Indian policemen died and three Pakistani militants also died. This is the deadliest incident in India’s national security department since last September.

  On August 25th, Indian and Pakistani troops exchanged fire in the area of RS Pura in Jammu Kashmir, and an Indian border guard soldier was injured. On August 22, the Indian army killed a Pakistani militant in a gun battle; On August 17, a gun battle broke out between Indian security forces and Pakistani militants near the line of control in Gules province in northern Kashmir. On August 11, an Indian policeman was injured in a gun battle with militants. In addition, the Indian army killed two militants. On 9 August, two gun battles took place in Kashmir, killing two militants and an Indian soldier.

  Faced with this situation, Indian and Pakistani military commanders held talks on the Line of Control in Jammu and Kashmir on August 23, and both sides agreed to establish a mechanism to maintain long-term peace on the border. The two sides condemned each other’s violations and expressed indignation at the civilian casualties caused by the conflict. (Compile/Overseas Network Yao Kaihong)

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.

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

Content source: Elinger Eagle Road Digital Think Tank

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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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Network broadcast+| upgraded version of pollution prevention and control battle, how to fight?

△ November 7, 2021 "News Network" reported that

In recent years, the measures to promote pollution prevention and control in China are practical, vigorous and remarkable.From the "Thirteenth Five-Year Plan" to the "Fourteenth Five-Year Plan", from "resolute" to "in-depth", the change of the word means that the contradictory problems touched by pollution prevention are deeper, wider and more demanding.

Next, how to fight this upgraded version of pollution prevention and control? The "Opinions" made specific arrangements in accelerating the development of green and low carbon and deepening the defense of blue sky, clear water and pure land.

Green and low-carbon development is the inevitable requirement of building a high-quality economic system and the fundamental solution to the pollution problem.The Opinions focus on key industries and fields with obvious synergistic effects of pollution reduction and carbon reduction, and clarify the key tasks of promoting green and low-carbon development from seven aspects.

First, we will further promote the peak carbon dioxide emissions Action, implement the goal of national independent contribution to climate change in 2030, and support qualified local and key industries and enterprises to take the lead in reaching the peak.

The second is to focus on major national strategies and create a green development highland.

The third is to promote clean and low-carbon energy transformation, accelerate the pace of coal reduction, and implement renewable energy substitution actions.

Fourth, resolutely curb the blind development of projects with high energy consumption and high emissions, and resolutely stop approving and stopping construction of projects that do not meet the requirements.

The fifth is to promote clean production and efficient use of energy resources.

The sixth is to strengthen the control of ecological environment zoning and promote the application of the results of "three lines and one order".

Seventh, accelerate the formation of a green and low-carbon lifestyle, and carry out in-depth actions to create a green life.

On the basis of summing up and expanding the experience and practices of the "Thirteenth Five-Year Plan" for pollution prevention and control, and according to the new tasks and requirements of the "Fourteenth Five-Year Plan", the "Opinions" will maintain its strength, extend its depth and broaden its breadth, fight the defense of blue sky, clear water and pure land with higher standards, continue to implement a number of landmark battles, and continue to attack hard for a long time.

● Focus on the fight against heavy polluted weather.

● Focus on the fight against ozone pollution.

● Continue to fight the battle for pollution control of diesel trucks.

● Strengthen the control of atmospheric non-point source and noise pollution.

● Continue to fight the battle against urban black and odorous water bodies.

● Continue to fight the tough battle for the protection and restoration of the Yangtze River

● Focus on fighting the tough battle for ecological protection and governance of the Yellow River.

● Consolidate and improve the level of drinking water safety.

● Focus on the battle for comprehensive management of key sea areas.

● Strengthen collaborative pollution control in land and sea areas.

● Continue to fight the battle for pollution control in agriculture and rural areas.

● Further promote the prevention and control of soil pollution and safe utilization of agricultural land.

● Effectively control the risk of soil pollution in construction land.

● Steadily promote the construction of a "waste-free city"

● Strengthen the control of new pollutants.

● Strengthen coordinated prevention and control of groundwater pollution.

Ecological protection and pollution prevention are inseparable and interact with each other, so it is necessary to make overall arrangements and make concerted efforts to reduce pollutant emissions while expanding environmental capacity.The Opinions clarified the key tasks of ecological protection from three aspects.

First, continuously improve the quality of ecosystems, promote the protection and restoration of important ecosystems, and carry out large-scale land greening operations.

The second is to implement major biodiversity protection projects, accelerate the investigation, observation and evaluation of biodiversity, and improve the nature reserve system with national parks as the main body.

The third is to strengthen the supervision of ecological protection, build and improve the ecological monitoring network, strengthen the supervision of nature reserves and ecological protection red lines, and increase the supervision and investigation of ecological damage according to law.

Eco-environmental governance is a systematic project, which requires comprehensive use of administrative, market, rule of law, science and technology and other means.The Opinions clarified the key tasks of improving the modernization level of ecological environment management from seven aspects.

First, comprehensively strengthen the legal protection of the ecological environment and promote ecological environment governance on the track of the rule of law.

The second is to improve the eco-environmental economic policy and implement policies and measures conducive to green development.

The third is to improve the investment mechanism of ecological environment funds, and focus on ensuring the investment of ecological environment funds as a basic and strategic investment.

The fourth is to implement the short-board action of environmental infrastructure and build an integrated environmental infrastructure system.

The fifth is to improve the effectiveness of ecological environment supervision and law enforcement and strengthen the whole process supervision.

Sixth, establish and improve a modern ecological environment monitoring system to achieve full coverage of environmental quality, ecological quality and pollution source monitoring.

The seventh is to build a service-oriented scientific and technological innovation system and strengthen the transformation service of scientific and technological achievements in the ecological environment.

(Central Radio and Television General Station CCTV Network)

Double 11 is a little "cold"? Don’t sing down yet.

  Big data shows that 15-year-old "double 11" is a bit "cold".

  According to Baidu Index, the search index of "double 11" was on the rise from 2011 to 2015, and it basically maintained its popularity in 2016, but it dropped significantly in 2017, only slightly rising in 2019, when live e-commerce rose, and then falling all the way, making 2022 the coldest "double 11" in the past 10 years. It should be said that this year’s "double 11" heat is slightly higher than last year, but judging from the trend, its highlight moment has passed.

Double 11 is a little "cold"? Don't sing down yet.

  Baidu index screenshot, provided by the author.

  From the outside, after the rise of live e-commerce and social e-commerce, strategies such as anchor welfare and 10 billion subsidies have made low prices run through the year. Statistics show that two-thirds of Tmall’s days in a year are shopping festivals, and consumers have long been "desensitized" to big promotions; From the inside, the negative impression of false promotions such as raising prices first and then lowering prices, and getting together for half a day is only one yuan and eighty cents cheaper, has killed consumers’ passion and trust in big promotion. If we catch up with some consumers who are not well off, it will inevitably get cold.

  However, this does not mean that "double 11" is completely cold. Besides big data, there is another hot "double 11"-

  There are more and more participants. This year, JD.COM Live and Xiaohongshu e-commerce have entered the market, and the record is good. Take Xiaohongshu as an example. During the "double 11" period, the number of e-commerce orders of Xiaohongshu was 3.8 times that of the same period of last year, and the amount of powder broadcast in stores was 14.2 times that of the same period of last year.

  The value brought to businesses is becoming more and more accurate. Take Tmall as an example. As of 0: 00 on November 11th, Taobao Tmall has brought more than 100 million new members to merchants, and the turnover of 38,000 brands has increased by more than 100% year-on-year.

  Some consumers don’t pay attention on the surface, but their actions are sincere. According to the data of the State Post Bureau, from November 1 to 11, the national postal express delivery enterprises collected 5.264 billion express parcels, a year-on-year increase of 23.22%.

  The figures show that "double 11" is still the most important outbreak period of various brands in a year, and it is the training ground with the most concentrated infrastructure such as supply chain, cloud service and logistics. Today’s "double 11" peak may be the norm in the future. "double 11" has been transformed into a "concern war" and a "value war". Every November, people always think about whether to buy something. For this reason, "double 11" should not be underestimated.

Double 11 is a little "cold"? Don't sing down yet.

  Promotion information of "Double Eleven" shopping festival on an e-commerce website. Photo by Xu Qin (Xinhua News Agency)

  Among all the data, there is a set of data that deserves special attention: this year, in double 11, there are 1,606 new brands that have opened stores in Tmall for less than three years, winning the champion of new trend category, which means that as long as consumers are treated with care, there will be a lot of market opportunities. In Xiaohongshu, there are also 30 brands located in the new track, and their products cover furniture, accessories, bags, new Chinese clothes and so on. Tracks are constantly emerging and brands are changing rapidly. Such a market is full of vitality and the competition is extremely fierce.

  However, no matter how difficult it is, there is still a chance. Apart from China, it is hard to imagine any other market that can breed so many new brands in a short time. This is the resilience of China’s economy, and it is also the strength of a consumer market with a population of more than 1.4 billion.

  There’s no need to talk bad about "double 11" now. Even at the end of the attention cycle, there is a long tail effect.

  How "double 11" behaves next depends on itself. This year, the General Administration of Market Supervision once again issued the "double 11" Guide to Promoting Compliance, emphasizing nine aspects, such as eliminating price fraud, strengthening advertising review, preventing counterfeiting and resolving consumer disputes, which can be called the "longevity guide" of "double 11". "double 11" should be able to accompany consumers in China for several years if we can listen to users’ voices, resolutely implement regulatory regulations and firmly guarantee quality services.

  (Author She Ying), the original title "Don’t rush to sing" double 11 ""

[Editor in charge:

]

Ministry of Industry and Information Technology: In the first half of the year, the added value of China’s regulated electronic information manufacturing industry increased by 10.2% year-on-year

  CCTV News:According to "Gongxin Weibo" WeChat WeChat official account news, in the first half of the year, the added value of China’s electronic information manufacturing industry achieved rapid growth, the growth rate of export delivery value rose steadily, corporate revenue continued to increase, and investment maintained rapid growth.

  one

  The added value achieved rapid growth.

  In June, the added value of electronic information manufacturing industry above designated size increased by 11% year-on-year, 3.7 percentage points higher than that in May.

  In the first half of the year, the added value of electronic information manufacturing industry above designated size increased by 10.2% year-on-year, and the growth rate exceeded that of industrial and high-tech manufacturing industries by 6.8 percentage points and 0.6 percentage points respectively.

  In the first half of the year, among the main products, the output of mobile phones was 744 million units, down 2.7% year-on-year, of which the output of smart phones was 576 million units, down 1.8% year-on-year; The output of microcomputer equipment was 212 million units, down 5% year-on-year; The output of integrated circuits was 166.1 billion pieces, down 6.3% year-on-year.

  two

  Export delivery value’s growth rate has steadily rebounded.

  In June, export delivery value, an electronic information manufacturing industry above designated size, grew by 12.4% year-on-year, and the growth rate was 6.3 percentage points higher than that in May.

  In the first half of the year, export delivery value, an electronic information manufacturing industry above designated size, increased by 7.3% year-on-year, with a growth rate of 1-mdash; It rose by 0.9 percentage points in May.

  According to customs statistics, in the first half of the year, China exported 88.35 million laptops, down 17.3% year-on-year; 406 million mobile phones were exported, a year-on-year decrease of 10.9%; 141 billion integrated circuits were exported, a year-on-year decrease of 6.8%.

  three

  Corporate revenue continued to increase.

  In the first half of the year, the electronic information manufacturing industry above designated size achieved operating income of 7,019.9 billion yuan, up 7.7% year-on-year, compared with 1-mdash; An increase of 0.3 percentage points in May; Operating costs were 6.11 trillion yuan, up 8.7% year-on-year; The total profit was 323.4 billion yuan, down 6.6% year on year, and the profit rate of operating income was 4.6%.

  four

  Investment maintained rapid growth.

  In the first half of the year, the investment in fixed assets of electronic information manufacturing industry increased by 19.9% year-on-year, 8.9 percentage points higher than that of industrial investment in the same period, but 3.9 percentage points lower than that of high-tech manufacturing industry.

  Note:

  1. Unless otherwise indicated, the statistical data in this paper are all from the National Bureau of Statistics or calculated accordingly.

  2. "Electronic information manufacturing industry" in this paper is the same caliber as "computer, communication and other electronic equipment manufacturing industry" in the national economic industry classification.

  Source: Operation Monitoring Coordination Bureau of Ministry of Industry and Information Technology.

Knowing that the car emperor has been on the line for 7 years, the valuation is 3 billion US dollars, which is close to the market value of car home

Author Pan Lei

Editor hai Yao

Tuyuan Midjourney

To be honest, you have to understand the car emperor.

This is the Slogan of ByteDance’s car information platform "Know the Car Emperor", which became popular in the early days by guiding car owners to publish their car experience. Now it is the top stream of car vertical content platforms, with two trump cards: short video and live broadcast.

According to some data, Knowing Car Emperor has been the largest car live broadcast platform in China as early as almost four years ago.

Investors are also concerned about the money-making opportunities brought about by the subversion of the old vertical websites of cars by Know Car Emperor-such as car home and Easy Car, all of which have been listed in the US stock market.

The latest news shows that investment institutions, including Sequoia China, KKR and General Atlantic, are ready to provide up to $800 million for Chedi to support its IPO.

General China of Sequoia invested in this round of financing, and contributed $400-500 million.

This makes the valuation of the car emperor as high as $3 billion.

Considering that the car emperor App has been online for less than 7 years, this is an amazing valuation explosion.

In contrast, the market value of car home currently listed on NYSE is about $3.5 billion.

This is also in line with the iterative law of automobile information websites-every time a new automobile information giant appears, it basically means a cruel reshuffle.

According to Byte insiders, the number of daily users who know Chedi began in October 2021, and has already surpassed car home and Easy Car.

This also makes it logical for investors to throw a lot of money in pursuit of understanding the car emperor.

From "auto channel" to the number one in the industry

Understand the prototype of the car emperor is ByteDance’s "today’s headlines" auto channel, which is actually closer to auto channel in the early portal era.

It is said that in August 2017, after being hatched by the commercialization department of ByteDance, it was officially launched to understand Chedi App.

Backed by the huge "flow pool" of today’s headlines, the number of users who know the car emperor is growing rapidly.

According to the "Autumn Report 2017" released by the mobile Internet data organization "QuestMobile" in October of that year, only two months after the launch of Chedi App, active user data has already ranked among the TOP5 in the industry.

At that time, car home ranked first, with 17.37 million active users, while Car Master ranked fifth with 1.28 million users.

From then on, it took only four years, and car home, who has been the industry leader for many years, was trampled under his feet.

This kind of overspeed development obviously makes Byte interested in splitting up the car emperor.

At the beginning of 2023, it was reported that Byte moved the employees who knew the car emperor to a newly established wholly-owned subsidiary.

In addition, it is said that employees who know Chedi have independent office space.

This makes the outside world believe that Byte may be preparing for the introduction of external shareholders until the spin-off and listing.

According to the information provided by the third-party enterprise inquiry agency, on December 21, 2023, the corporate legal person who knows the car emperor changed from today’s headline to "Xiamen Know Car Technology Co., Ltd.".

This shows that Master Che officially became independent from ByteDance.

According to the data, the major shareholder of Xiamen Zhiche is He Jian (holding 60% of the shares), who also serves as the president of Zhiche Di.

Until now, it has exploded to seek financing with a valuation of $3 billion, indicating that knowing the car emperor is one step closer to the final IPO.

Seize the short video outlet

"We really want to vote for you. After all, newspapers have been very supportive of our work in communication for so many years, but unfortunately, customers have not given any budget to the print media at all."

This is the feedback from a senior official of a newspaper in Beijing who personally led a team to visit 4A Company more than ten years ago.

4A company said that the customers of car companies gave most of the budget to the online portal, leaving no budget for the print media including newspapers, which also made it impossible to complete the delivery.

This 4A company’s attitude towards seeking advertising cooperation with newspapers is a microcosm of several major portals, such as Sohu, Sina, Tencent, Netease and Phoenix, which became the mainstream automotive information platform at that time.

The "auto channel" of these websites, with large traffic, fast communication speed and various forms (there have been some test drive videos), completely subverts the information dissemination mode in the era of print media, and also makes it difficult for traditional print media to obtain business cooperation opportunities.

In the era when the portal website auto channel is booming, employees are busy.

A person who once worked as a "car editor" in a portal website said that he had been on a business trip for several weeks and participated in various test drives and release activities organized by car companies. "I had to ask my wife to send my change of clothes to the airport, and I changed my clothes and flew to the next destination."

However, almost at the same time as the popularity of the portal website auto channel, automobile vertical websites are sought after by more and more users because they can provide more focused and professional content.

In 2000, Easy Car was founded, and car home was founded five years later.

The establishment of these two representative websites indicates the arrival of the era of traffic segmentation.

In other words, these two websites can provide more professional content, and users are more accurate and more valuable to car companies.

So the balance of traffic began to gradually shift to such vertical websites as Easy Car and car home.

Auto channel, a web portal, was subverted by car home and Easy Car.

From the establishment of car home in 2005 to the launch of Know Car Emperor APP in 2017, it can basically be regarded as the golden age of car home and Easy Car.

In 2017, car home’s net revenue was 6.2102 billion yuan, up 4.2% year-on-year, and its net profit reached 2.0016 billion yuan, up 63.0% year-on-year.

Another vertical website giant, Easy Car, earned RMB 8.751 billion in the same year, up 51.6% year-on-year, and its gross profit for the whole year was RMB 5.517 billion, up 49.3% year-on-year.

Car home’s forum is an epoch-making product form, which provides a platform for car owners to communicate and interact.

This also shows that the content produced by users is becoming the value core of the automobile information platform.

When the mobile Internet emerged, after the car-savvy emperor exploded in the form of short video of UGC (User Generated Content), he was caught off guard by car home and Easy Car-the latter two are basically products of the PC era.

In fact, almost no forum products in the automotive field have been successfully copied to the mobile platform.

Understand that the car emperor has done this through short video outlets.

This makes it the latest subversive of automobile information platform.

At present, auto channel, the portal website, has basically lost its influence, and even car home has experienced a slowdown in business growth-the annual revenue in 2023 was 7.18 billion yuan, up 3.5% year-on-year, and the adjusted net profit was 2.159 billion yuan, down slightly year-on-year.

Knowing that Chedi has not announced specific revenue, it continues to make great strides in user growth.

In October, 2023, according to QuestMobile’s data, the daily growth rate of Knowing Car Emperor reached 57% in the past two years.

This may be related to the "empowerment" of today’s headlines-the automotive content published by users on today’s headlines will be automatically synchronized to the car-savvy emperor.

"online celebrity" is shaking the financial resources of knowing the car emperor

Corresponding to the iteration of automobile information platform, the relationship between it and automobile enterprises (dealers) has also experienced the change from cooperation to game.

In the early days of the portal, the cooperation between car companies and "auto channel" was mostly advertising and activity cooperation (various car forums or summits).

However, with the growing influence of the portal, its commercial value in new car sales leads began to stand out.

In other words, if you bring the address or contact information of the 4S store at the bottom of auto channel’s article, you can "drain" the relevant stores.

This may be the earliest way of selling "sales leads" about the automobile information platform.

However, it is Easy Car and car home that really carry forward this business model.

The reason is that they have more accurate traffic than portals.

Based on this, these vertical websites began to build professional products around sales leads.

More than a decade ago, the sales lead products promoted by automobile vertical websites to 4S stores were as high as hundreds of pages, detailing all the details such as clue acquisition and transformation.

This is also the biggest financial resource for car home and other vertical websites.

According to car home’s 2023 annual report, the number of cooperative dealers in that year exceeded 26,000.

In Q1 this year, car home’s clue service revenue was 726 million yuan, accounting for 45.1% of the total revenue of 1.609 billion yuan, exceeding media revenue (327 million yuan) and online marketing and other income (555 million yuan).

Now I understand that after Che Di became the traffic king of the automobile information platform, he also "inherited" the clue business model.

The bridge section of "the boy who kills the dragon will eventually become a dragon" is staged in this cycle, and the car emperor has become the latest "boy who kills the dragon".

However, the effectiveness of this business model is increasingly questioned by car companies.

At the beginning of this year, brands such as Wenjie and Zhijie under Huawei HarmonyOS Zhixing stopped "cooperating with members who know Car Emperor, car home and Easy Car".

This kind of recharge "member" is actually a sales lead product.

According to statistics, the annual membership fees of Easy Car and car home sold to dealers in 2024 both exceeded 200,000 yuan.

In 2019, due to the 20% increase in the membership fee of car home, many automobile dealer groups including Express Group and Zhongsheng Group suspended their cooperation, and the market value of car home once evaporated by 1.8 billion US dollars.

At that time, Li Hong, the president of Express Group, said through social media that "when a vertical website started from a car dealer was growing, it actually wanted to rely on monopoly to encroach on food", aiming at car home.

In 2023, Knowing Car Emperor upgraded the cooperation mode of members to CPS mode (Cost Per Sales), which triggered the anxiety of dealers.

Some dealers believe that this settlement mode leads to uncontrollable budget and refuses to cooperate.

After learning about Che Di, he released a letter to the dealers’ partners, saying that it was necessary to provide subsidies for dealers and reduce the burden on the industry, and this matter gradually subsided.

The suspension of cooperation between HarmonyOS Zhixing and the automobile vertical platform highlights the expensive nature of clue fees.

Some car companies or brands that implement the direct sales model even spend huge sums of money to build a clue acquisition and transformation system.

A few years ago, a brand of new power hatched by a car company in the north once spent tens of millions of yuan to build a clue system directly facing users according to the characteristics of the company.

The original intention of this system is not to "understand the car emperor", but to provide differentiated experience by directly serving users.

But in the objective effect, this model is equivalent to getting rid of the clues of the automobile information platform.

Moreover, as the cost of clues becomes more and more expensive, it also makes related car companies overwhelmed.

Recently, at the Guangdong-Hong Kong-Macao Auto Show, Yu Chengdong, managing director of Huawei, said that it was related to saving marketing expenses when talking about the creation of personal IP by car CEO.

Other car companies have also confirmed that this model can indeed bring about transformation.

According to Zhang Yong, CEO of Nezha, since the listing of Nezha L, the demand for orders has been in short supply, and "half of the credit is attributed to Lao Zhou"-Lao Zhou is Zhou Hongyi, which recently triggered the internet craze by criticizing Zhang Yong, promoting Nezha Automobile to learn from Lei Jun, and promoting Nezha Automobile to change its name, which also proved that the "online celebrity" effect can indeed be transformed into sales leads.

This makes the "clue" value of the automobile information platform represented by knowing the car emperor decline.

In addition, even "I really have to understand the car emperor" is being questioned.

At the end of 2023, the "2023 Winter Test of Knowing Car Emperor" released by Knowing Car Emperor showed that the endurance achievement rate of the extended range version of the M7 was only 31.6% in severe cold conditions, ranking first from the bottom among all test models.

Yu Chengdong said that this is "cheat people’s test, misleading people!"

Geely and Great Wall also questioned the test results of Che Di.

Relevant car companies said that the test of knowing the car emperor was warmed up for a long time before departure, which consumed a lot of electricity and did not conform to the real use scenario of users.

According to some data, the relevant evaluation of knowing the car emperor has been questioned for many times.

This erodes the content advantage of knowing the car emperor.

However, the status of the first traffic platform in the automobile circle, the valuation of up to $3 billion, and the financing of up to $800 million show that at least before the official listing of the capital market, knowing the car is attractive enough for investors.

One-week inventory | Wei Lai Last week, US stocks rose by 5.51%, and Hong Kong stocks rose by 1.94%

[trend of individual stocks]

18 December to 22 December

Last week, the S&P 500 rose 0.75%, the Nasdaq Composite Index rose 1.21% and the Dow Jones Industrial Average rose 0.22%.

Weilai US stocks rose 5.51% last week.Last week, the total turnover was 3.636 billion US dollars. As of last week’s close, the US stock price was 8.42 US dollars; The cumulative monthly increase of US share capital is 15.82%, the cumulative decline this year is 13.64%, and the cumulative decline in the past 52 weeks is 23.25%.

Last week, the Hang Seng Index fell by 2.69% and the Hang Seng Technology Index fell by 6.15%.

Weilai -SW Hong Kong stocks rose 1.94% last week.Last week, the total turnover was HK$ 509 million. As of last week’s close, the stock price of Hong Kong stocks was HK$ 63.15 and the market value was HK$ 108.562 billion. Hong Kong stocks rose by 10.69% this month, fell by 19.55% this year and fell by 28.56% in the past 52 weeks.

[Company comparison]

Securities code Securities abbreviation Latest price Last week’s ups and downs Up and down this month Up and down this year 52-week ups and downs NIO Weilai $8.42 5.51% 15.82% -13.64% -23.25% TSLA Tesla $252.54 -0.38% 5.19% 105.02% 105.07% XPEV XPENG Motors $13.81 -4.56% -16.86% 38.93% 37.28% LI Li Auto $33.20 -6% -10.15% 62.75% 76.88% 09866 Weilai -SW HK$ 63.15 1.94% 10.69% -19.55% -28.56% 02015 LI -W HK$ 128.20 -8.17% -12.07% 66.93% 61.16% 09868 Xpeng Motors -W HK$ 53.45 -9.87% -20.46% 39.37% 27.87%

[Related News]

Weilai Li Bin: It is estimated that China automobile brands will account for five of the top ten automobile companies in the world in 2035.

On December 24th, at the media communication meeting of Weilai, Li Bin, founder, chairman and CEO of Weilai, predicted that in 2035, among the top ten automobile groups in the world, China automobile brands are expected to account for five. Judging from the global automobile market, China automobile enterprises are actually "new forces", all of which have grown up in the past 20 or 20 years. Li Bin said frankly that there was a gap between Weilai’s performance and expectations this year, and he was also reflecting internally, but he was still full of confidence. "The first business of an enterprise is to win market competition." (Yicai)

Weilai Li Bin: Non-winners take all the food in the automobile industry. Weilai Capital has invested in more than 70 companies.

According to CBN, on the morning of December 24th, Li Bin, founder, chairman and CEO of Weilai, said at the media exchange meeting held in Xi ‘an that Weilai Capital has invested in more than 70 companies, including batteries, laser radar and so on. Regarding the launch of other brands, Li Bin said that smart electric has many aspects to share among brands with different prices. For example, smart driving can be used in the mass market when it is innovated in high-end brands, but the cost will be cheaper after scale. In addition, mobile phone companies are making cars, and the pattern of "chasing after me" is conducive to the development of the industry.

Li Bin: The pre-sale price of Weilai ET9 is 800,000 yuan, which will be delivered in the first quarter of 2025.

At the 2023 Weilai Day held today, Li Bin, CEO of Weilai Automobile, said that Weilai ET9 started delivery in the first quarter of 2025, and today it began to accept reservations, with a pre-sale price of 800,000 yuan. (Sina Finance)

Weilai released the first self-developed intelligent driving chip Shenji NX9031.

At the 2023NIO DAY held today, Weilai Automobile released the first self-developed intelligent driving chip-Shenji NX9031. Shenji NX9031 adopts 5nm gauge process and has more than 50 billion transistors. Weilai expects to realize the performance of four flagship smart driving chips in the industry with a self-developed chip, which makes the efficiency and cost better. (Sina Finance)

Weilai officially released the executive flagship car NIO ET9.

Weilai officially released the executive flagship car NIO ET9.

Weilai released 640kW fully liquid-cooled ultra-fast filling pile and the fourth generation power station began to be fully deployed in April 2024.

Weilai 640kW fully liquid-cooled ultra-fast filling pile and the fourth generation replacement power station were officially released, and the full deployment began in April 2024. In 2024, Weilai will add 1,000 power stations in the China market, with a total of over 3,310. 20,000 charging piles were added, and over 41,000 piles were built.

(): It is planned to set up Zhongan Energy Company with () and Weilai to engage in aftermarket business of new energy vehicles.

On December 22nd, Anhui Natural Gas announced that the company intends to jointly use currency with related parties Anhui Energy Group Co., Ltd. (hereinafter referred to as "Wanneng Group"), Anhui Wanneng Capital Investment Co., Ltd. (hereinafter referred to as "Wanneng Capital"), non-related parties Guoxuan Hi-Tech, Wuhan Weilai Energy Co., Ltd. (hereinafter referred to as "Weilai Automobile"), Anhui New Energy Automobile and Intelligent Networked Automobile Industry Fund Partnership (hereinafter referred to as "New Energy Automobile Fund"). Zhongan Energy plans to have a registered capital of 1.6 billion yuan, of which Wanneng Group has subscribed 504 million yuan, holding 31.50% of the shares; Wanneng Capital subscribed 140 million yuan, holding 8.75% of the shares; The company subscribed capital contribution of 140 million yuan, holding 8.75% shares. This investment will accelerate the construction of infrastructure and platform for charging and replacing electricity in Anhui Province, and unify the standards for charging and replacing electricity, battery banking, virtual power plants, carbon management and other related fields in the aftermarket of new energy vehicles. This foreign investment is in line with the national policy and the company’s transformation and development strategy. The aftermarket business of new energy vehicles engaged by the target company of foreign investment may be affected by macro-economy, industry policy, market environment, technological change and management. The company will pay close attention to the development of the industry and the management of the investment target company.

Wei Lai: The task of building 1,000 power stations has been completed this year.

Weilai Guanbo announced that the plan of 2023 thousand stations has been reached, with 1,000 new power stations added in 355 days and 2,305 power stations built in total.

Weilai donated 5 million yuan to help the earthquake-stricken areas in Gansu.

According to Weilai Guanwei, Weilai decided to join Weilai User Trust to donate a total of RMB 5 million to help the earthquake-stricken areas. Weilai User Public Welfare Foundation (initiated by Weilai User Trust) has also taken action and is making plans to provide more care to the affected areas.

Li Bin responded that it is no longer the largest shareholder of Weilai: it still has the largest voting rights.

According to Sina Technology, Weilai announced yesterday that it had won a strategic investment of about 2.2 billion US dollars from Abu Dhabi investment institution. Some reports said that Li Bin, founder, chairman and CEO of Weilai, was no longer a major shareholder. Li Bin responded that "these media homework has not been done enough". First, he transferred 50 million shares to the user trust when he went public, and now he has not lost it in the equity table, which means that he has long been the largest shareholder in the economic sense; Second, because of its super voting rights, its own voting rights still remain the most, and there is little change in the voting level of shareholders.

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