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　　Cctv newsHuman beings have always been full of imagination about civilizations that exist outside the earth and even outside the solar system. But up to now, there is still no conclusive evidence that can be generally accepted by the scientific community to prove the existence of alien civilization. However, in October last year, NASA observed a special cigar-shaped interstellar flying object and named it Omo. In the past year, the astronomical community has been tracking and observing Omo Mo. Recently, the Smithsonian Center for Astrophysics of Harvard University published a paper saying that Omo Mo is probably an "earth probe" from an alien civilization and an alien visitor that people have long imagined.

　　On October 19, 2017, it was the Pan-Star Project No.1 telescope in Hawaii that first discovered this mysterious object that suddenly flew over the solar system. This is the first time astronomers have observed interstellar matter visiting the solar system.

　　However, Omo Mo came and went in a hurry, only giving the telescope on the earth a short observation time of two weeks, and the Hubble telescope in space only had three months to observe it.

　　However, according to the data obtained, astronomers have been able to draw a general picture of Omo. By measuring the maximum and minimum brightness, astronomers speculate that Omo is about 800 meters long and only about 80 meters wide, and looks like a huge cigar. Previously, in the solar system, astronomers have never found a celestial body with a ratio of more than 3: 1.

　　Astronomers also found that Omo Mo has a flat hyperbolic orbit and flies very fast, crossing the solar system at a speed of 38.3 kilometers per second.

　　[Omo Mo’s Space Fantasy Drifting] Comet? Planets? Starcraft?

　　So, how do you define Omo Mo? Is it a comet, an asteroid, or is it really a star-rated aircraft sent by alien civilization? Scientists do not agree on this.

　　Some people think it should be an aperiodic comet. However, opponents point out that it doesn’t release gas like a comet. The outgassing process usually occurs when sunlight heats the surface of a small celestial body, which will cause the celestial body to eject plume gas and make it behave like a rocket accelerator. Exhalation is a typical feature of comets, but Omo does not have this feature, nor does it have coma, which is a cloud coating composed of gas and dust produced by comet nucleus.

　　Therefore, the astronomical community only vaguely calls it "interstellar matter" at present.

　　Recently, however, one of the boldest guesses has appeared.

　　Lebo and Bialy, two astronomers from the Smithsonian Center for Astrophysics at Harvard University, published a paper in the latest issue of Astrophysics Journal Communication, saying that Omo was probably sent by an alien civilization and was an interstellar spacecraft that deliberately entered the solar system to observe the Earth.

　　Lebo and Bialy believe that Omo is likely to be an alien "light sail aircraft", a high-tech spacecraft powered by solar radiation, based on its extremely fast flight speed and even acceleration. This idea is not groundless, because at present, some scientists are developing this kind of light sail aircraft on the earth, trying to use it for future space exploration, but this research and development is still in its infancy.

　　However, this bold idea has aroused doubts.

　　There is a research group specializing in Omo Mo at Queen’s University in Belfast, England. They don’t think there is an alien civilization behind Omo Mo.

　　Astrophysicist bannister is a member of the team. He pointed out that Omo’s shape is really unusual, but its color is very similar to that of other celestial bodies on the edge of the solar system.

　　Omo Mo’s surface is very dark, but it has a reddish hue, which absorbs about 96% of the light. The researchers analyzed that this color should be caused by the bombardment of interstellar space cosmic rays for hundreds of millions of years.

　　[Omo Momo’s Fantasy Drifting in Space] Nature Paper: Omo Momo is actually a big ice cube.

　　On December 18th last year, bannister and his colleagues published a paper in Nature, pointing out that Omo is actually a big ice cube, and its shell is covered with a thick layer of carbon. As for Omo Momo’s special sports mode, they noticed that Omo Momo moved forward in a way similar to "somersault".

　　Today, Omo Mo continues its fantasy drifting in space.

　　It crossed Jupiter’s orbit in May 2018, and is expected to cross Saturn’s orbit in January 2019 and Neptune’s orbit in 2022, and eventually it will fly away from the solar system in the direction of Pegasus.

　　Astronomers are expecting more interstellar visitors like Omo Mo to bring more information about the universe.

In recent years, more and more people have started to keep pets, and the pet track has also become hot. With the rise of pet economy, there are many users who socialize through pets, and pet social products are also developing constantly. This article evaluates pet social products, let’s take a look.

• Understand the current situation and development trend of the pet market industry by studying the market background of the industry.
• By combing the product positioning, functional structure and business model of different competing products, the development trend, operation mode, business mechanism and characteristic function points of their products are analyzed.
• Through the analysis of competing products and my own thinking, this paper puts forward the summary and suggestions on pet social products.
• Improve the individual’s ability to write competitive product analysis reports.

(1) Market size

China’s pet economy continues to heat up and the market scale grows steadily.

China’s pet industry started late. With the increase of national income and the continuous expansion of pet owners, the types of goods and services related to pet consumption are constantly enriched, and the market scale of China’s pet industry is expanding rapidly. After 2020, the pet industry in China will enter a mature stage. With the rise of domestic pet brands, the market share of overseas brands has gradually decreased, and the new online+offline retail model dominates the market. There are many participants in the pet industry, and the market structure is relatively scattered, and the concentration is expected to be further improved.

According to the white paper data of pet industry, the market size of China’s pet industry (dogs and cats) reached 270.6 billion yuan in 2022, up 8.7% year-on-year, and the compound annual growth rate from 2012 to 2022 was about 23.2%. With the continuous improvement of the penetration rate of pet families and the maturity of the industry, it is estimated that the market size will increase by 297.7 billion yuan in 2023.

Source: White papers on pet industry over the years.

(2) Development space

Compared with developed countries, China’s pet penetration rate is low and there is a big room for development.

As the earliest and fastest-growing country in the global pet industry, America’s pet economy has entered a mature and stable period. In 2021, the penetration rate of pets in the United States ranked first in the world, and American families with dogs and cats accounted for more than 70%. On the other hand, the development of pet economy in China is entering the fast lane, and the penetration rate of pets is relatively low, about 22%. On the whole, there is still a big gap between China’s pet penetration rate and overseas developed countries, and the industry still has a big room for development in the future.

Data source: public information collation and insight research report analysis.

(3) consumption structure

The penetration rate of sub-categories is relatively stable, the penetration rate of snacks and nutrition products has increased slightly, and the penetration rate of drugs has increased greatly.

As just-needed products for pets, food is still the main consumer market for pets, with a market share of 50.7%. Among them, the penetration rate of snacks and nutrients increased significantly, accounting for 84.7% and 66.1% respectively. Among them, the market share of staple food and snacks decreased slightly, while the market share of nutritional products increased slightly. In terms of pet medical treatment, the market share of dogs’ medical treatment was 29.1%, which was 0.8 percentage points lower than that in 2021, including 1.6 percentage points lower for diagnosis and treatment and 0.7 percentage points higher for medicines. The medical market share of cats is 29.2%, up 0.6 percentage points from 2021. In addition, the market for supplies and services has a large room for growth. The market penetration rate of pet products increased slightly compared with 2021, with a market share of 13.3%. The market share of pet service is 6.8%.

Source: White Paper on Pet Industry in China-Report on Pet Consumption in China in 2022

(4) consumption channels

In recent years, pet e-commerce channels have developed rapidly, and domestic brands have quickly seized the market with the advantage of high cost performance. At the same time, due to the decline in the proportion of traditional channels, the advantages of foreign pet food enterprises in traditional channels such as Shangchao have gradually shrunk.

The data shows that in 2022, 62.9% of consumers tend to buy pet food through online e-commerce platform, which accounts for a much higher proportion than other channels, and online shopping has become the mainstream scene. And 67% of consumers think that domestic brands are more cost-effective and more and more in line with international standards. In the future, domestic brands are expected to be laid out through channel construction, brand marketing, category development, etc., and the market share may be further improved.

Data source: Euromonitor, public information collation.

From the data analysis, China’s pet economy has steadily increased, and the market scale has been steadily increasing, which has survived the stage of the overall economic environment decline. Now the pet industry has great opportunities; Compared with some developed countries in the mature stage of pet industry, the domestic pet industry still has great room for development; Due to the continuous upgrading of the role of pets in pet owners’ families, consumers’ consumption stickiness in the pet field is gradually strengthening; From the perspective of consumption channels, online shopping has become the mainstream scene.

(1) Age distribution of pet owners and users

Pet owners show a "two-terminal" growth trend, with the number of young pet owners increasing continuously and the number of older pet owners increasing slightly.

The pet population presents a younger distribution, and the post-80 s and post-90 s become the main consumers. Due to the differences in educational background, lifestyle, growth environment, etc., young people have a relatively high acceptance of the concept of pet raising and a higher emotional demand for pets. The data shows that in 2022, pet owners are further younger, and after 95, pet owners have dominated, reaching 36.8%; Compared with 2021, the proportion of pet owners after 80s decreased by 10.2 percentage points; After 70, the proportion of pet owners rebounded, rising by 0.5 percentage points.

Source: White Paper on Pet Industry in China-Report on Pet Consumption in China in 2022

In addition, with the growing number of empty nesters and young people living alone, the "lonely economy" has promoted the upsurge of pet raising, pets have gradually become emotional sustenance, and family attributes have been further strengthened. The data shows that in 2022, the population aged 65 and over in China is about 210 million, accounting for 15% of the total population; The number of people living alone has rapidly increased from 70 million in 2013 to 146 million in 2022, which has created a good environment for the rapid growth of the pet industry.

Source: National Bureau of Statistics.

(2) Income and consumption of pet owners

The frequency of pet consumption by pet owners is mostly concentrated in 1-2 times or 3-4 times per month; Pet consumption is mainly reflected in pet food, supplies and medical care. 88.3% of pet consumers in China spend more than 500 yuan annually; The higher the population in disposable personal income, the more they spend on pets. This means that the consumption and demand of the pet industry will also maintain steady growth under the social macro-background of the current steady growth of national consumption.

Source: Shanghai Securities

(3) Consumption stickiness

The change and continuous upgrading of the role of pets has strengthened the consumption stickiness of consumers in the field of pets.

In order to improve the health and quality of life of pets, the average consumption amount of a single pet has increased steadily-from 1,532 yuan/pet in 2017 to 2,216 yuan/pet in 2021, and the consumption upgrading trend appears. At the same time, according to the changes of pet consumption demand, consumers also gave birth to new consumption scenes such as pet photo, social intercourse and birthday, further consolidating the growth foundation of pet consumption amount.

Source: Gongyan.com.

(4) pet factors change user needs.

In recent years, the reasons why consumers are fond of pets have also changed. Compared with the early domestic animals, whose main motivation was "use value", modern urban families began to raise pets based on "emotional value". 85% of consumers keep pets for companionship, followed by fun (61%) and decompression (47%).

From the perspective of pet-keeping motivation, pets are given more emotional roles to accompany their owners and add interest. The role of pets is mainly friends and family with companionship function, and pet owners are more willing to devote themselves to their pets and spend time, energy and money to get a better pet raising experience.

Source: iResearch (as of March 2021)

Among the pet owners, the proportion of young people and old people is gradually increasing, and the pet owners after 1995 are dominant. The "lonely economy" promotes the upsurge of pet raising, and the group of young people living alone and empty nesters is huge, which also creates a good environment for the pet industry.

The spiritual needs of pet owners are increasing day by day. Young people’s acceptance of the concept of pet ownership has also changed, and they are more willing to uphold the concept of pet ownership such as scientific feeding. At the same time, the proportion of high-income people has gradually increased, which has also made the consumer demand of the pet industry gradually increase. The change of pet-keeping motivation has changed the role of pets in the family, and pet-keeping people are more willing to spend more time, energy and money to improve the pet-keeping experience.

In this paper, the direct competing products in the existing APP products in the App Store are selected for analysis. Pets can be divided into two categories: pet mall and pet community. Search the pet community from the seven wheat data website, and select the top two products in the past month as the main competing products under this classification. (Inquiry date is August 29th, 2023)

According to the search results, the top two products in the pet community category are "daily life of the shovel officer" and "pet fat" for analysis.

TOP3 Competition Trend of Search Results of "Pet Community" in the Last Month

These three products have different emphases and outstanding fields. Boqi pet is mainly based on pet e-commerce and operates products in the form of community; The daily life of shovel officials is mainly based on community sharing and pet keeping records, and there is also a pet e-commerce part, which pays more attention to and emphasizes the instrumental nature of products; Pet Fat is based on the community of interest, and provides users with more comprehensive and convenient services in the form of online and offline cooperation.

Boqi Pet APP Product Structure Diagram

Structure diagram of daily APP product of shovel officer

Product structure diagram of Pangpang APP

The positioning and core functions of each product can be seen from the product structure diagram.

The product of Boqi Pet APP is positioned as a community+e-commerce pet products mall app. As can be seen from the product structure, its function focuses on the mall part, and its community function is more about assisting the e-commerce part.

The daily life of shovel officials is mainly based on online community and pet e-commerce. Compared with the other two products, the daily product structure of the shovel officer also provides an entrance for the e-commerce part on the first-level page, which meets the product positioning and adopts the product model of community+e-commerce.

There are very rich contents under the pet-raising function, including medical treatment, e-commerce, pet-raising tools, daily records and other modules. At the same time, online to offline, a pampered city, can effectively contact merchants and users in the same city, and provide a platform for merchants in the same city in the vertical field.

The above is the induction and summary after experiencing three products. By comparison, we can draw the following conclusions:

① High coincidence of core functions.

All three products are in the form of content output, with community sharing as the core function. Users can publish trends on the platform, share the daily life of pets or experience planting grass in the output products, and create a community exclusively for pet owners to interact with each other through content. At the same time, the function of planting grass or using pet mall can realize the profit of pet e-commerce in the products. In addition to the interactive community, while the core functions are developing steadily, all platforms have also broadened their business scope to varying degrees, such as medical care, popular science, daily records, regular reminders, etc., and finally formed a phenomenon of high overlap of functions.

② There are differences among individual functional plates.

There are differences in the functional arrangement of the home page of each product. Boqi Pet arranges some functions of e-commerce and community dynamic display on the home page at the same time. The daily homepage of the shovel officer only arranges daily functions and popular science article recommendations, and arranges all community dynamics on the pet circle page; The home page of Pet Fat is the community dynamics. It recommends the display of graphic notes with double feed streams, and arranges all pet raising functions on the pet raising page. The e-commerce sector also has its own emphasis, and the Boqi pet platform has its own pet products; The daily shopping mall of shovel officer is rich and comprehensive, and the function of the whole shopping mall is mature; The products in Pangpang Mall are linked to other platforms in the form of a third party, which mainly plays a guiding role, but the O2O function of this product is more perfect than the other two products, forming a good cooperation model with offline stores.

③ The emphases of different products are different.

The core function of these products is the pet community, but in different products, the proportion of the pet community plate is different, and other functions except the community also have their own characteristics. From the arrangement of different first-level pages of each product, we can see the functional focus of each product. Boqi Pet strives to build an e-commerce platform to assist the main business with community functions; However, the daily life of the shovel officer focuses on the tool attribute of the product, and the community attribute is weak; Pangpang focuses on its pet community plate, and at the same time provides a more comprehensive pet raising function. Among these products, the medical and city functions of Pangpang are more prominent.

The following is an analysis of the core processes of some major functions of each APP. The product experience analyzes the two core functions of pet community and pet e-commerce. Taking "publishing dynamic function" and "pet e-commerce function" as the breakthrough points, this paper experiences from these two functional modules, compares the same functions in different products, and puts forward improvement suggestions for product optimization.

(1) Publishing dynamic functions

① Boqi pet

Part of screenshot of Boqi pet publishing dynamic process

Boqi pet publishes dynamic flow chart.

Experience feelings:

Advantages:

• There are many forms for publishing;
• There is no word limit in editing content, so editing operation is more convenient;
• When uploading photos, you can choose a variety of upload forms, and choosing photos and videos can be simply beautified and edited;
• Pets and related topics can be selected at the bottom of the editing page when publishing trends. On the one hand, it is convenient for users with multiple pets to use, on the other hand, it increases the convenience and versatility of users’ sharing, increases the communication opportunities between users and enhances the product experience.
• The release can participate in the evaluation, which brings convenience for users to plant grass and e-commerce functions.

Insufficient:

• You can’t choose openness in publishing dynamics, but it is open by default, which is not conducive to users who want to keep privacy;
• The published trends need to be viewed from my-personal information, with many levels, and the entrance is hidden, which is not convenient for users to operate;
• In the display of community pages, there are few contents displayed on each page, so it is difficult to identify the contents.

(2) the daily life of the shovel officer

Screenshot of the daily publishing dynamic process of the shovel officer

Daily release dynamic flow chart of shovel officer

Experience feelings

Advantages:

• Increase the page entrance obviously, and distinguish it from other buttons by color and button size, which is convenient for users to find;
• The whole process has fewer operation steps, which is simple and convenient for users to operate;
• There is no word limit in editing content, so editing operation is more convenient;
• You can choose whether to make it public or not to protect users’ privacy. In terms of privacy, users can choose whether the content is public or not, which eliminates the concerns caused by privacy issues.

Insufficient:

• When adding a video, you can only select one video at a time. If you want to publish multiple videos, you can only select Add multiple times.
• Not editable when adding photos;
• You can’t save the draft if you exit the editing page and then enter the content that needs to be edited again. If the user accidentally quits the editing page, the edited content will be lost and the user needs to edit it again.

③ Pet chubby.

Screenshot of the dynamic process of pet chubby publishing.

Pang Pang released the dynamic flow chart.

Experience feelings

Advantages:

• When editing content, you can simply edit (crop) the selected photos and simply edit (clip the video length) the selected videos;
• With topics, users, activities, addresses and other related choices;
• In addition to the body content, you can edit the title within 20 words;
• There is a function of saving drafts, and there is a prompt whether to save drafts when quitting halfway.

Insufficient:

• Only one video can be selected when publishing the selected video;
• The selected video cannot be less than 2 seconds.

Through the analysis of the dynamic function process of publishing in three apps, this paper gives some optimization suggestions for the dynamic function of publishing Boqi pet:

• You can add the option whether to disclose it or not, which is convenient for some users.
• When choosing the photo/video format for publication, a title can be added before the text, which is convenient for users to browse different contents. When dynamically displaying to the pet circle, only the title can be displayed, which makes the display page cleaner and easier to browse, and increases the information content of the page.
• After editing the text content, the related options are not limited to pets and topics, and you can add tags, @ Other Users and other options.
• You can improve the personal dynamic portal, raise the level, add personal dynamic functions to the community dynamic homepage, or add recognizable entrance buttons.

(2) Commodity purchase function

Functional Structure Diagram of Boqi Pet Mall

Functional structure diagram of daily shopping mall of shovel officer

Functional Structure Diagram of Chongpangpang Shopping Mall

The daily life of Boqi pets and shovel officials in the three apps is relatively complete in the e-commerce part. The fat e-commerce part is more inclined to merchants in the same city, and drives the e-commerce part of the whole product in the form of O2O.

Boqi Pet uses the community plate to assist the e-commerce part. For example, the functional plates such as evaluation and talent in the community can help users plant grass, so as to purchase goods and form a cooperation with the e-commerce part. The evaluation square in Boqi pet is a special function, which makes full use of the community function, and a large number of evaluations also make users more efficient when choosing goods.

At the same time, Boqi pets have self-operated goods, and adopting self-operated mode has many advantages. Self-operated goods have more exposure, which not only has higher search weight, but also provides independent entrance for priority recommendation. Self-operated goods have perfect quality assurance and after-sales service; The repurchase rate of self-operated goods is higher, so it is more helpful for the conversion rate and retention rate of users.

Some pages of Boqi Pet Mall are displayed.

The daily life of the shovel officer has an independent shopping mall section, and the search page provides popular search and historical search. Keeping historical search records can make users use this function more conveniently. Among them, the classification of dogs and cats is more comprehensive, but it does not provide the classification of small pets and different pets. Share function is not set on the product details page.

Some pages of the daily shopping mall of the shovel officer are displayed

There is a big difference between the focus of the shopping mall and the other two products. In the shopping mall, the traditional sales of goods are not the main business, but the mode of good goods recommendation is used as the link between online and offline, goods and users. Through the platform, users can browse the general situation of goods, and click on the details of goods to automatically jump to the original product platform for purchase. Chong Pang Pang Mall strives for greater concessions for users, thus improving the retention rate of users.

In the same city merchants section, users can find the services or goods they need faster, and the distance of offline stores can be screened by positioning, which greatly improves the efficiency of users to solve offline needs. At the same time, as an integrated O2O platform, Pangpang can reach cooperation with offline merchants, which is mutually beneficial and win-win. However, due to the particularity of offline transactions, how to ensure the activity of the platform and the retention rate of users is a problem that needs to be considered.

Some pages of Chongpangpang Shopping Mall are displayed.

The market situation of the pet industry is rising steadily, and the pet economy is developing very well. From the analysis of users, the age of consumers is more and more inclined to be younger. With the general increase of consumers’ income, the status of pets in the family is becoming more and more important, and the willingness of pet owners to spend for pets is gradually increasing. The pet industry has a good momentum of "other economy".

(1) Social function

Comparing the products with the dynamic publishing function, the process of Boqi Pet is more comprehensive, and the page hierarchy and interface are relatively simple. When publishing dynamically, you can choose options such as positioning, topic and pet at the same time, which makes the user feel better. Publishing dynamic content can directly participate in commodity evaluation, which also brings convenience for users to plant grass and platform e-commerce to a certain extent, improves users’ activity and stickiness, and has a higher retention rate.

Because the product is a vertical product for pets, the cost of obtaining pet-related content is lower for content viewers, and for content creators, the community operation in the vertical field can get better attention, attract users from both sides through the community, and drain the product at the same time, the community and e-commerce can get very good cooperation, which improves the conversion rate of users and has a positive effect on platform profitability.

(2) mall function

Compared with traditional e-commerce, vertical e-commerce has its own advantages, and vertical e-commerce has more targeted consumer users. The products of interest community can be more convenient from the aspects of customer acquisition mode and user stickiness. Boqi Pet Mall is operated in the mode of B2C+B2B2C, and profits are made by the way of merchants entering+commodity commission+commodity self-management. In view of the daily life of the shovel officer, Boqi Pet has increased the mode of self-operated goods and merchants’ presence. Self-operated goods can face consumers directly, which can obtain higher profits, and at the same time increase consumers’ dependence on the platform. Vertical e-commerce can better understand the characteristics of consumers’ needs, and use the platform to obtain the most direct market information and consumer feedback, so as to optimize products faster and grasp the control rights of users.

From the above analysis, it can be seen that products featuring interest communities can attach importance to the connection between communities and e-commerce, and provide users with interests, popular science, sharing and other services from the community, so as to promote the user activity and user stickiness of the platform by increasing user traffic, and at the same time, use the interaction of users in the community to drain the e-commerce part of the platform.

E-commerce in the vertical field can gain greater trust from consumers, and it is more concentrated in categories. The platform is cooperative with enterprises, and it can also win greater preferential strength for consumers, making users more selective. Therefore, e-commerce in the vertical field should pay more attention to the quality and service of goods and increase the product experience of users. Consumers will be more inclined to choose more professional and trustworthy shopping channels.

General Office of the State Council on 2024

Notice of some holiday arrangements

State Council invented electricity No.7 [2023].

People’s governments of all provinces, autonomous regions and municipalities directly under the Central Government, ministries and commissions and institutions directly under the State Council:

With the approval of the State Council, we hereby notify you of the specific arrangements for the holidays of New Year’s Day, Spring Festival, Tomb-Sweeping Day, Labor Day, Dragon Boat Festival, Mid-Autumn Festival and National Day in 2024.

First, New Year’s Day:It is a holiday on January 1st, even with weekends.

Second, the Spring Festival:From February 10 to 17, the holiday was suspended for 8 days. Go to work on February 4 (Sunday) and February 18 (Sunday). Encourage all units to implement the system of paid annual leave and arrange employees to rest on New Year’s Eve (February 9).

Third, Tomb-Sweeping Day:From April 4 to 6, we will have a holiday for 3 days. Go to work on Sunday, April 7.

Fourth, Labor Day:May 1 ST to 5 th, a total of 5 days. Go to work on Sunday, April 28th and Saturday, May 11th.

Five, Dragon Boat Festival:June 10th is a holiday, even with weekends.

Six, Mid-Autumn Festival:From September 15th to 17th, we will have a holiday for 3 days. Go to work on Saturday, September 14th.

Seven, National Day:From October 1 ST to 7 th, there will be a holiday for 7 days. Work on September 29th (Sunday) and October 12th (Saturday).

During the holidays, all regions and departments should properly arrange the work of duty and safety, security, epidemic prevention and control, etc. In case of major emergencies, they should report them in time and properly handle them according to regulations to ensure that the people spend the holidays peacefully.

the General Office of the State Council　　　　　

October 25, 2023　　　　　

　　On September 17, an office worker left his friend’s dog at home alone in a residential area in Meishan, and the dog barked day and night, which attracted many owners in the residential area to complain to the property management.

　　According to media reports, such a situation is not uncommon in many cities in Sichuan. In the past few days, a reporter from Chengdu Business Daily-Red Star News visited and found that nowadays, there are more and more dog lovers, including many young office workers. However, many office workers have limited time and energy. After going to work, they either keep their dogs at home alone, or give them away for a while, or ask someone to look after them. The difficulty of raising a dog is far beyond their original beautiful imagination.

　　Should office workers have dogs? How to keep a dog to avoid "house dogs disturbing neighbors" after work? Many pet shop owners and dog owners suggest that if you don’t have enough affection, adequate preparation and enough patience and time for dogs, don’t keep dogs on impulse … …

　　annoyed

　　Nobody barks at home, disturbing people day and night.

　　Owner’s complaint: property management

　　At about ten o’clock in the morning of September 17th, a dog barked again in a residential area of Dongpo Avenue in Meishan City, Sichuan Province. "This dog has been barking for several days." Yang Jun, a citizen of Meishan, opened the window, and the barking of dogs came from the next unit, which made Yang Jun angry.

　　Yang Jun is in business, and he can’t go home until very late every day these days because he is with customers. According to his previous schedule, he usually wakes up naturally until noon the next day, but these days, because the dogs in the community bark day and night, he can’t rest at all.

　　"Property management." Yang Jun opened WeChat and complained in the community owners.

　　"Yes, the dog barks with anxiety." As soon as Yang Jun spoke, the owners all spoke out in the group. "If you don’t have time, don’t keep a dog. Howling all day will affect your rest."

　　After the property received the complaint, it came back in less than an hour: it was the dog of the owner’s friend, and it was temporarily fed for two days, and it was arrested later.

　　"I know that the barking of the dog has caused great trouble to the neighbors. I am really sorry." On the evening of 17th, the reporter contacted the owner and talked about the dog sent by this friend. He was a little helpless. "My friend is on a business trip for a few days, and we have to go to work again, so we have to keep his dog in a cage."

　　perplex

　　Many office workers who raise dogs make complaints.

　　How to keep a dog and go to work at the same time?

　　In the past few days, Chengdu Business Daily-Red Star News has randomly visited more than 20 residential quarters in 13 cities and states in Sichuan Province, including Chengdu, Meishan, Ya ‘an, Leshan, Mianyang and Deyang. At least 50 owners said that in their own residential quarters, there have been disturbing phenomena such as the owner was not at home and the dog barked, which caused many complaints. Among them, about 70% of the dog owners are office workers. When the owner goes to work, the dog will "fly himself" at home.

　　This situation is an annoyance to owners who don’t have dogs. For many dog owners, it is actually a problem.

　　Li Qiang, who is engaged in the computer industry, once had a husky. Every time he went out to work, this husky would be called for ten minutes before he would stop. Li Qiang used to keep the dog at home. After the sofa and mattress at home were bitten by the dog, he kept the dog in the bathroom. Not only that, sometimes this husky runs downstairs to chase the puppy, glared at the old man and urinated everywhere. To this end, Li Qiang received many complaints from its neighbors.

　　Tong Tong, who works in a cultural company, keeps two puppies at home. Because the working time and place are relatively free, she often takes the dogs with her when she goes out. Occasionally, when dogs can’t be brought, Tong Tong will put them in the kennel. "We have trained dogs to go to the toilet since childhood, let them get used to life in cages, and there may be playmates, so dogs rarely bark."

　　Hu Ying, a pet owner in Meishan City, said that many young people kill two birds with one stone by sending their dogs to have a beauty treatment before going to work and picking them up after work.

　　doubt

　　If you can’t raise it well, why should you raise it again?

　　"Have a companion when you are lonely."

　　Before opening a pet shop, Hu Ying was also a working dog owner. Because of her love, she opened a pet shop. Nowadays, many of her clients are young office workers, among whom about 80% are women, and many of them are single.

　　Hu Ying said that among office workers who have dogs, there are many impulsive people. Of course, more reasons are because dogs are spiritual, intelligent and loyal. Nowadays, many office workers are under great pressure, and having a dog has a sense of dependence and security, which is a good way for people with loneliness to relax.

　　Wang Hong, who works in Meishan, is very handsome on the surface, but he doesn’t have many good friends in Meishan, so he bought a dog and brought it back to his family to keep him company.

　　"Sometimes I know that I can’t take care of dogs, but I’m really lonely." Wang Hong said, but he goes to work during the day, and the dog is alone at home, and it is also lonely.

　　Solve the situation

　　It is private to have a dog.

　　But how to break the "house dog disturbing neighbors"?

　　The master trains the pulse to increase the sense of security and let it learn to wait.

　　Having kept a dog for more than 10 years, Tong Tong has learned a lot about keeping a dog. She said that dogs love to bark, except for the breed of dogs, the limited space and the proximity of strangers. Another important reason is that dogs like to keep company with others and be separated from their owners for a long time, which will make them feel abandoned and left out.

　　Hu Ying also agrees with this statement. She said that barking of dogs mostly occurs in the early stage of raising dogs. If the owner does not train his behavior habits, the dogs will feel insecure because of anxiety and other reasons.

　　Shen Qunhui, who has run a pet shop in Meishan City for many years, said that it is best to increase the dog’s sense of security through training and let the dog learn to wait. For example, pretending to go out, the dog barks at home and scolds it. When it spends time alone and quietly, it needs to be rewarded. It can start for a minute or two, and then slowly increase the time, and so on.

　　"The most important thing is to let the dog know clearly through training that the owner has only left temporarily and will come back later." Shen Qunhui said that in addition, office workers must take their dogs to play after work, so that the dogs can be satisfied physically and mentally, and the chances of howling will be reduced.

　　Professional advice

　　The quality of a dog reflects the quality of its owner.

　　Don’t have the patience and time to get a dog on impulse.

　　At the beginning of raising a dog, Li Qiang naively thought that raising a dog was very simple, as long as he had food and a place to live, but after raising it, he found that it was not as easy as he thought. After raising it for more than a year, the husky in Li Qiang was sent to his hometown in the countryside.

　　Ren Yuan, who works in a pharmacy in Chengdu, once imagined that when she bought an Alaskan dog last year, people around her would look envious when she walked the dog after work, but in less than three months, Ren Yuan sent the dog away.

　　"During the day, it curled up in a cage, and it was painful. When I was tired after work, it was even more difficult to think about walking it."

　　"You think you have the energy to keep a dog, but the practical difficulties will far exceed your expectations. If you have no real feelings, patience and time for dogs, office workers should not keep dogs on impulse. " This is the common view of Li Qiang, Hu Ying and Shen Qunhui.

　　Shen Qunhui said that in a sense, the quality of a dog is the quality of its owner. Dog owners should be responsible for their dogs, and it is most basic not to let dogs disturb their neighbors.

　　Lawyer’s statement

　　If a dog owner causes mental damage to his neighbor,

　　You can claim compensation

　　Wang Yingzhan, a lawyer of Beijing Lanpeng (Chengdu) Law Firm, believes that dog owners should keep dogs in accordance with the law and in a civilized manner, and must not harm the legitimate rights and interests of others. Dog owners and neighbors are neighbors, because the disputes between them are handled in line with the principle of facilitating production and life. Dog owners should try their best to stop barking when keeping dogs in their homes. If the barking does not affect the normal life and rest of their neighbors in time, dog owners should take active measures to put the pet dog up for adoption to others as soon as possible. If it causes serious mental damage to neighbors, neighbors can demand compensation for mental damage in addition to asking dog owners to stop barking.

　　Letting pet noise continue to disturb people has serious consequences

　　May be detained by public security

　　Lawyer Wang Xinnian, director of Sichuan Xinnian Law Firm, said that the pet noise that keeps disturbing people is not only a civil tort, but actually an administrative violation. The new law on public security administration punishment has included this kind of pet noise nuisance into the new public security violation. Under this circumstance, the public security organ can give a warning to the breeder or manager of this related pet according to the owner’s complaint or report, and order him to correct it in time. If the public security organ warns them not to change, they can be fined. If the pet keeper or manager lets the pet noise disturb the people and causes serious consequences, they can be detained for public security. Therefore, if pet owners or managers infringe upon the interests of others when exercising their rights, they may not only be subject to civil tort claims, but also face administrative violations. (Chengdu Business Daily-Red Star News Chief Reporter Jiang Lin’s photo report)

In the past year, with the rapid development of the Internet and e-commerce, the retail industry has experienced waves of innovation, which has put forward higher requirements for the goods, channels and services of offline traditional retailers, and digital transformation has gradually become the key. What will happen to the retail industry in 2024 under the development dilemma of market competition, traditional retail model challenge and channel change?

Below, based on the Ten Trends of Retail Consumption in China in 2024, Ai Media Consulting | Big Data of Global Retail Operation in 2023-2024 and Monitoring Report of China Market Innovation, let’s take a look at what new growth space and new development trends the retail industry will have in 2024. Facing the new trend, how should enterprises respond, explore new growth points from the trend and add new kinetic energy to enterprises?

First, the eight key trends of retail digital development in 2024

Trend 1: digital transformation is accelerating.

After years of digital empowerment and transformation, most enterprises have established their basic digital capabilities. Under the new demand of consumption, retail enterprises will intensify their digital transformation in 2024, with the focus on achieving full integration with business, and turning all kinds of digital tools introduced into their own capabilities to create value for enterprises.

For example, with the help of big data, artificial intelligence and other technologies, enterprises have improved their overall operational efficiency and service quality. This trend is reflected in two aspects: the digital upgrade of physical retail and the innovation and diversification of online retail channels.

(1) the digital upgrade of physical retail.

In recent years, physical retail stores have introduced virtual reality (VR), augmented reality (AR) and other technologies to help customers try on virtual goods in the store, or obtain information and recommendations of goods through AR technology, thus improving the shopping experience of customers.

At the same time, use big data and artificial intelligence technology to analyze customers’ behaviors and preferences, so as to provide them with more personalized services.

(2) Innovation and diversification of online retail channels

With the popularity of mobile Internet and the change of consumers’ shopping habits, online retail channels are constantly innovating and improving. Social media, short video platforms and live broadcast sales have become the norm of new retail channels. Brands can directly interact with consumers and sell products through these platforms, with better experience and faster transformation.

Trend 2: Online+Offline+Intelligent Logistics will be deeply integrated to create a new retail business model.

Under the new consumption trend, personalized demand becomes the key, and consumer experience becomes the competitive advantage of retail enterprises.

In 2024, if retail enterprises want to maintain their competitive advantage, they need to continue to optimize logistics and upgrade their stores, and deepen their omni-channel operation ability to realize the deep integration of online+offline+intelligent logistics.

The trend is manifested in:

Experiential Retail: Retailers provide personalized product recommendation and shopping experience, and the user experience is better.

Value-added service: provide consumers with more convenient and novel shopping experience through innovative interactive experience and value-added service in stores.

Intelligent retail solution: with the help of the capabilities of third-party global consumer service providers and their AI and big data analysis capabilities, optimize inventory management and personalized marketing, improve distribution efficiency and member experience, and uniformly manage member stock assets. For example, digital supply chain can realize the visualization and monitoring of the whole process of commodity circulation, improve the accuracy and turnover efficiency of inventory, and reduce the cost pressure caused by inventory backlog.

In the future, with the development of digital technology, there may be more new formats and modes, such as unmanned convenience stores and self-checkout systems, to provide consumers with more convenient and intelligent services.

Trend 3: The impact of technological innovations such as artificial intelligence and big data on the retail industry continues to expand.

In 2023, the application of artificial intelligence made a great breakthrough and began to be widely cited in the retail industry, including product digitization, member operation, intelligent customer service, product knowledge base, image processing, marketing and so on.

Some enterprises apply AIGC to the digitalization of commodities, realizing automatic image shooting, AI product matting and animation synthesis. Some enterprises use AI for member operation and marketing design to realize real-time production of copywriting, design and personalized marketing content. From this, we see the broad prospects of artificial intelligence in the retail industry, which will be expanded even more in 2024, and at the same time bring challenges in law, compliance, data security and privacy protection.

On the one hand, technological innovation will bring more efficient and accurate operation mode to the retail industry. Through artificial intelligence and big data analysis, retailers can more accurately predict market demand and consumer behavior, thus optimizing inventory management and sales strategies. This can not only reduce waste and cost, but also improve sales and customer satisfaction.

On the other hand, technological innovation will also bring consumers a more convenient and personalized shopping experience. Through artificial intelligence, Internet of Things, virtual reality, augmented reality and other technologies, consumers can obtain and compare commodity information more conveniently, and at the same time enjoy more personalized services and experiences.

Retailers need to keep up with the pace of scientific and technological development, actively explore and apply new technologies, so as to adapt to the changes in the market and the needs of consumers, and improve their competitiveness and sustainable development ability. At the same time, we also need to pay attention to issues such as data security and privacy protection to ensure that consumers’ rights and interests are protected.

Trend 4: The service upgrade trend is obvious.

In 2023, China launched a set of "combination boxing" to promote consumption-a series of policies and measures to promote consumption continued to be effective, and multi-departments coordinated national consumption promotion activities. From January to November, 2023, the total retail sales of social consumer goods reached 42.8 trillion yuan, up 7.2% year-on-year, of which the year-on-year growth rate in November reached 10.1%, while the growth rate of retail sales of services was as high as 19.5, which significantly enhanced the pulling effect of consumption on economic growth.

With the continuous efforts of the consumption promotion policy, consumer demand is expected to continue to grow in 2024, and the potential of the consumer market is expected to be further released. In such a market environment, consumers are not blindly consuming, but the overall demand is more focused and personalized.

Quality consciousness: consumers pay more and more attention to product quality and brand value.

Personalized demand: customized and personalized products are favored by consumers, especially in the fields of clothing, beauty and home.

Experiential consumption: Experiential consumption, such as tourism, catering and entertainment, has become an important aspect of consumption upgrading.

In order to adapt to these changes, retailers need to constantly innovate and upgrade their business models and services to win the trust and loyalty of consumers.

Trend 5: The global business model will inevitably become the key for retail enterprises to achieve business growth.

Under the digital transformation and global trend, the global business model effectively helps enterprises to start to understand traffic, coordinate traffic, series traffic and use traffic again, help enterprises to cover a wider user base and achieve different marketing goals, and achieve high repurchase rate and retention rate.

For example, take a maternal and child brand and an operating fashion brand served by Huibo Technology as examples.

A TOP maternal and infant brand:

In last year’s Double Eleven, the brand achieved global scientific management, in addition to using UD content of the platform+Gravitational Rubik’s Cube to plant grass omni-directionally, reaching out to users’ consumption, and at the same time, with the help of Huibo customer management platform, the combination of global serialization was launched based on the target group of brand users, and global reach such as CRM short messages and intelligent AI outbound calls was achieved. In the end, it generated 1.4 billion yuan in omni-channel revenue and achieved precise marketing in the era of all-media management.

A fashion operation brand:

During the period of double 11 last year, the brand took the trump card product as the first contact, planted grass and stored water in advance from outside the station in the form of talent wearing+shopping strategy+community recommendation, and took short video+shopping as the content undertaking in the station, carried out multi-platform and multi-form exposure, spread the brand volume and reached potential customers, and combined with star IP and high-quality goods of the same paragraph to build the brand’s global communication ability. These actions brought considerable growth to the brand in the double 11 cycle last year, with GMV increasing by 34% year-on-year, ranking second in the industry (promoted by 3 places), and the number of buyers increasing by 15% year-on-year, achieving an efficient explosion.

Trend 6: Cross-border e-commerce is expected to become a new growth point.

According to relevant research reports, the cross-border e-commerce market in China will reach 10.5 trillion yuan in 2020, up 16.6% year-on-year. It is estimated that by 2024, the cross-border e-commerce market in China will reach 15.7 trillion yuan, with a compound annual growth rate of 11.3%.

In addition, according to the data of the General Administration of Customs, in the first half of 2021, the import and export volume of cross-border e-commerce in China was 886.7 billion yuan, up 28.6% year-on-year. Among them, the export was 604.3 billion yuan, a year-on-year increase of 28.4%; Imports reached 282.4 billion yuan, a year-on-year increase of 29.4%.

These data show that the cross-border e-commerce market in China has great development potential. With the continuous growth of the global e-commerce market and the diversification of consumer demand, cross-border e-commerce is expected to become a new growth point. At the same time, policy support and the improvement of international trade environment, the improvement of infrastructure such as logistics and payment, and the promotion of technological innovation also provide favorable conditions for the development of cross-border e-commerce.

However, cross-border e-commerce also faces some challenges, such as cultural differences, tax policies and intellectual property protection. Therefore, retail enterprises need to strengthen market research and compliance management when laying out cross-border e-commerce to meet these challenges.

Trend 7: The basic guarantee function of data security is increasingly prominent.

With the development of digitalization, data, as a core factor of production, has become a basic strategic resource, and the basic guarantee role of data security has become increasingly prominent.

The data of retail enterprises is huge, involving consumers, transactions and commodities. With the improvement of consumers’ legal awareness and the continuous improvement of national supervision mechanism, high requirements are put forward for data collection, storage and use.

However, the concept and architecture of data governance in retail enterprises are relatively traditional, resulting in the contradiction between high data usage and low governance level. If it is not handled well, it may rise to administrative punishment or even judicial level. Cases in this regard are not uncommon in the industry.

In order to ensure the security of data, enterprises need to establish a perfect data security management system, adopt effective technical means and safety measures, and improve employees’ safety awareness and operation skills, so as to ensure the data security of enterprises in all directions.

Trend 8: Unmanned retail will improve the current retail pattern.

With the development of emerging technologies such as big data, artificial intelligence, cloud computing and mobile payment, the technology of unmanned retail convenience stores is becoming more and more mature. According to Ai Media Consulting analysts, unmanned retail, as a new format of the new retail industry, can save labor costs and penetrate into the full-time consumption scene, and has certain development potential.

Second, how to break the global digital operation of the retail industry in 2024?

As a leading global consumer digital operation service provider in China, Huibo Technology has been committed to helping retail enterprises build a digital consumer ecosystem and enhance the value of consumer assets. Up to now, Huibo Technology has provided related services for 300,000+retail enterprises or brand customers to build consumers’ digital ecology, with rich experience and outstanding performance.

1. Providing customized solutions: Huibo Technology can provide customized digital operation solutions for consumers according to the characteristics and needs of different retail enterprises. Through in-depth understanding of the business and objectives of enterprises, Huibo Technology can provide enterprises with digital technology and operation strategies that meet their needs, and help enterprises achieve more efficient management and better user experience.

2. Integrating online and offline global data: Huibo Technology can help retail enterprises to integrate online and offline global data and realize omni-channel digital operation. Through data analysis ability and technical application, Huibo Technology can help enterprises to deeply understand consumers’ needs and behaviors and provide consumers with more accurate personalized services and marketing promotion. At the same time, through data sharing and channel collaboration, the interaction and conversion rate between channels can be improved.

3. Establish and improve the membership system: Huibo Technology can help retail enterprises to establish and improve the membership system and improve the loyalty and stickiness of corporate consumers. Through the establishment and improvement of the membership system, consumer data and membership information can be better managed, and more personalized services and discounts can be provided for members. At the same time, through member marketing and data analysis, we can improve the repurchase rate and consumption of members and help retail enterprises achieve sustained growth.

4. Innovative digital marketing: Huibo Technology can innovate the promotion and application of digital marketing and improve brand awareness and user stickiness. For example, accurate advertising and content marketing can be carried out through platforms such as social media and short videos; Through data analysis, personalized recommendation and precise marketing can be realized. At the same time, offline activities and online interaction can be combined to improve consumer participation and interactivity.

5. Provide all-round service support: Huibo Technology can provide all-round service support to help retail enterprises realize digital transformation. Including project planning, technology selection, system integration, data security and other aspects of support, as well as professional consulting and operation service team to provide enterprises with a full range of digital solutions and after-sales operation service support.

Write it at the end

With the rapid development of science and technology, the retail industry is welcoming a new wave of digital development in 2024. In this change, how to catch the market pulse and find new growth points has become an important topic for every enterprise decision-maker.

Huibo Technology, as the leading global consumer digital operation service provider in China, is not only committed to the innovation and application of technology, but also plays the dual role of leader and practitioner in helping enterprises realize digital transformation.

Facing the future, Huibo Technology firmly believes that only by embracing change and continuous innovation can we stand out in the fierce market competition. We look forward to working with more retail enterprises to explore new paths of digital development and help more retail enterprises achieve long-term development.

"Life is too bitter. I really need this kind of funny drama to slow down. This is my favorite cooking drama recently." A Douban netizen commented on a costume love comedy "Qing Qing Daily" that was recently launched.

On November 16th, the peak content of "Qing Qing Daily" in the iQiyi station exceeded 10,000, making it the fourth series of iQiyi this year and the fastest series in the history of iQiyi. Since its launch, the drama has attracted more than 2,000 hot searches on social platforms, and it has caused heated discussions in Weibo, Tik Tok and other major social platforms. # Qingqing’s daily life seems to be a comprehensive collection of ancient costumes # # Qingqing’s daily electronic mustard tuber # # King Gigi plays a Neptune in Qingqing’s daily life # # Qingqing’s daily life is qingqing grasslands bar # and many other topics have been repeatedly searched, which has helped the drama break the circle successfully.

The "high opening and crazy walking" of "Qing Qing Daily" can not be separated from the "accurate" grasp of the taste of the mainstream audience, which gives a good emotional outlet to the audience surrounded by pressure and anxiety in real life with a relaxed and funny plot; At the same time, it also tells a story with modern social characteristics in the ancient background, and shows the true personality and emotional needs of contemporary women through the mouth of the women in the play, which has won many female audiences’ resonance.

Daily narration of anti-routine

Qing Qing Daily is adapted from the novel qing wear Daily by online writer Mu Muduo. The original work belongs to the representative work of "Farming Literature", which refers to a style of work in which stories mostly take place in underdeveloped periods and regions, focusing on describing trivial matters and psychological changes of small people in their lives.

In the process of adaptation, Qing Qing Daily abandons the Qing Dynasty background and crossing elements of the original novel, and retains the basic character setting and narrative style. For example, Li Wei, the heroine, is a poor girl with mediocre qualifications and no ambition. She only wants to eat, drink and live a good life every day. The emotional progress between her and Yin Zheng is not based on the two people experiencing "big winds and waves" together, but gradually warming up in three meals a day; In the play, the scene between Li Wei and his sisters-in-law is either cooking or eating. In addition, the drama also downplays the battle for power between Yin Zheng and the head of the office and the brothers, as well as the plot in the conflict between Xinchuan and other Sichuan provinces, which makes the drama more like intercepting a corner of life in the grand historical background. Such a plain, daily and light narrative method presents a slow life picture of "taking quiet in the middle of trouble" and gives the audience with fast-paced life a "decompression" experience.

The play is also full of many unexpected and innovative "anti-routine" plots. For example, in the audience’s cognition, the show girls who participated in the draft are generally well-known families, but the show girls sent by Ji Chuan are Li Wei because of her poor family and inability to deal with the relationship; Everyone’s mouth is charming and looks less than Pan An’s three masters, but the real person is Liu Guanlin, who was nicknamed "King Gigi" by netizens in "The Widowed Husband"; In the play, Yin Zheng was given a wedding and came home without saying a word. When there was about to be a conflict with Li Wei, the old servant’s "long mouth" spoke, which also made the audience straightforward.

In addition, the comedy’s punchline design is also very dense, and by constantly throwing stalks, shaking burdens, and creating funny scenes, it continues to give the audience the motivation to pursue the drama. For example, Li Wei mistook Yin Zheng’s "Book Examination Day" as the day of his death, so she not only marked "Widowhood Day" on her calendar, but also mentioned many times in her family letters: "My husband is going to die, an all-consuming love, I can come home as soon as possible." Even on the day of Yin Zheng’s book test, he held an onion in his hand to tear, and put on hemp for him, Dai Xiao. The plot setting full of jokes attracted the audience to laugh constantly, so "Qing Qing Daily" was called "electronic mustard tuber" by many viewers.

Female group images of "anti-female competition"

"It’s good that all women don’t love their husbands. Haha." This comment by a Douban netizen has won more than 800 praises.

As a costume drama that focuses on love, Everyday for Qing Qing does not follow the path of "seeing for ten thousand years and being in love for three generations" in most fairy tale dramas. I didn’t take the script of "step by step, breaking my love" in the traditional palace drama; Nor is it like "men and women pull and throw industrial saccharin to the limit" in the general sweet pet drama; In a light, daily and joyful way, it tells the story of the secret affection between men and women due to long-term coexistence, satisfying the audience’s psychology of "watching others fall in love the sweetest".

First of all, from the perspective of role setting, as a love drama in ancient costume, "Qing Qing Daily" takes the emotional progress of Ji Chuan’s poor scholar Li Wei and Xin Chuan’s six sons Yin Zheng as the main story, but it does not simplify the side story, but gives two young masters and their two wives, three young masters and their "twenty-five wives", five young masters and seven young masters a certain narrative space respectively. Therefore, " Such a role setting can, on the one hand, contrast and reflect the personality, characteristics and mode of getting along with each other from different angles; On the other hand, it also enriches the story and meets the audience’s demand for "one drama and more CP".

Everyday in Qing Qing also created a group of female characters with modern female consciousness. For example, Li Wei, the heroine, comes from Jichuan, which pursues equality between men and women and monogamy. Therefore, from the moment she stepped into Xinchuan, which pursues polygamy, she was waiting for her husband to return home, and she repeatedly threw out a modern view of equality between men and women in the play. However, Erhao, a woman who grew up in an environment where men are superior to women and was born in a common woman, chose to "abandon love" after witnessing the influence of marriage and childbirth on women’s status since childhood, and chose the most powerful husband as her owner, just to earn a good future; Shangguan Jing, the monarch of Danchuan County, who comes from a woman who is in charge of the family and recruits her husband’s wife, has a bold personality and a superb martial arts. She prefers to walk freely in the rivers and lakes than marriage. Before being "collected" by the three young masters, the girls in the twenty-four solar terms also worked hard for their livelihood. Such a female role with different personalities, sober human life and certain personality independence has won many female audiences’ welcome.

In addition, although the story in "Qing Qing Daily" mainly takes place in Xinchuan, where men are in power, there is almost no "female competition" bridge where women are fighting for favor and jealousy. On the contrary, the friendship of mutual help and mutual understanding among women is reflected everywhere. For example, Song Dance, who was secretly in love with Yin Zheng and opposed to Li Wei everywhere, was unfortunately chosen to marry and kiss, and Li Wei actively advised her to avoid kissing; When the girl in the twenty-four solar terms was punished by the three young masters, Li Wei and Yuan Ying went to the door directly to rescue her. This plot of mutual help between women can be seen everywhere in the play, which reflects the pursuit of independence, freedom and self-improvement by contemporary female audiences.

　"Modern" Narration by Metaphoring the Ancient to the Present

Another reason for the popularity of "Qing Qing Daily" is that it tells a story with modern social characteristics in the ancient background. This expression of borrowing ancient times to describe the present is closer to the living conditions of contemporary young people, which is more likely to resonate with the audience.

First of all, the characters’ personalities, ways of thinking and logic in Everyday for Qing Qing are all "modern people". For example, the seven young couples in the play are a couple who are "numb-headed" at the thought of communicating with others in social occasions. In the play, the two are in great pain because they need to prepare for the opening banquet, which shows the daily life of social fear to the fullest.

Secondly, the play also sets many topics that are also concerned by women in today’s society. For example, in order to avoid the situation of "being kissed" in Song dance again, Li Wei proposed to look at each other-a blind date in modern society-to find a husband for them, and in the process, he restored several common men in modern women’s blind date bureaus, such as Ma Baonan, a boastful "trustworthy man" and a greasy man with malicious intentions, which caused female audiences to smile.

Thirdly, under the historical background of overhead, the respective regions and cultures of "Jiuchuan" can easily remind the audience of the unique local customs of various regions in China, such as Danchuan, which likes to eat spicy food and is dominated by women, and most men are "raking their ears", which can easily remind people of Sichuan and Chongqing; Mo Chuan, which lives in the north, has strong troops and tough folk customs as a military fortress, can correspond to the three northeastern provinces and Inner Mongolia; Cangchuan, located in the northwest, full of deserts and rough folk customs, is more reminiscent of southern Xinjiang.

All these settings make Qing Qing Daily more like a modern drama in a costume. From the explosion of Qing Qing Daily, it can be seen that young audiences have new requirements for novelty, interest and richness of roles in costume love dramas. Qing Qing Daily has also made some innovations in the content category of costume love dramas: it can make people move, not only the wind and waves, but also the love of the two.

However, at the same time, Everyday for Qing Qing also has some relative regrets. For example, at present, although there are many female roles and different personalities in the play, all their efforts to change their own destiny are ultimately invincible to the "husbands and godsons" under the oppression of imperial power and patriarchy. For example, the channels and directions for Li Wei and Yuan Ying to gain freedom in the play are based on the "good future" of six young masters. From this point of view, if it is not enough as a rebellious female group drama "Qing Qing Daily", but as a light and daily sweet drama, "Qing Qing Daily" is undoubtedly an excellent student.

　　From the original depiction symbols unearthed from Jiahu site to Oracle Bone Inscriptions, inscriptions on bronze, bamboo and silk characters, seal script, official script and regular script … … The cultural development history of the Chinese nation for more than 5,000 years is a history of the development of Chinese characters, and almost all the production and important development stages of Chinese characters occurred in the Central Plains.

　　Approaching Oracle Bone Inscriptions’s hometown, Anyang City, Henan Province, the China Literature Museum, known as the "home of words", came face to face. A group of post-modernist buildings with the charm of Yin Shang court are magnificent, telling visitors about the profoundness of China’s writing art and the long history of Chinese culture.

　　China Chinese Character Museum is a national first-class museum approved by the State Council, which integrates cultural relics protection, exhibition and scientific research. It is a popular science center of Chinese character culture, a national popular science education base and a patriotic education base.

　　From the opening of the first phase of the project on November 16th, 2009, to the official opening of the continued construction project to the public on November 16th, 2022, the two phases of the project and the supporting Chinese character park cover a total area of 470 mu, with a construction area of over 90,000 square meters.

　　The overall construction of China Chinese Character Museum includes Zifang, the theme square of Oracle bone stele forest, the main pavilion "Xuanwen Pavilion", the continuation of the East Pavilion "Huiwen Pavilion", the continuation of the West Pavilion "Bowen Pavilion" and the Chinese character parks on the east and west sides of the museum. The first phase of the project mainly focuses on the basic exhibition of the development history of China characters, while the second phase mainly includes four special exhibitions, namely, the folk custom of Chinese characters, the calligraphy of Qionglin, the Yinghua in the Bookstore and the Gankun in the Word, which mainly meet the needs of the museum’s academic research, cultural exchange, education and training, and together with the basic exhibition of the first phase, a systematic and complete exhibition system of China characters and culture is constructed.

　　When you come to China Literature Museum, the first thing you see is Zifang, which takes the shape of "Zi" in Oracle Bone Inscriptions and Jinwen and is decorated with typical patterns on bronzes in Yin and Shang Dynasties. It is the symbolic symbol of China Literature Museum. Crossing Zifang is the main road leading to the main hall, and there are 28 pieces of Oracle bone tablets on both sides, which contain two most representative elements in the Yin and Shang Dynasties — — Oracle Bone Inscriptions and bronzes.

　　The main museum of China Literature Museum is Xuanwen Museum. The concept of "post-modernism" is adopted, and the modeling is based on the image of a high-level palace building in Yin and Shang Dynasties, which is based on the word "Yong" in Oracle Bone Inscriptions, that is, a large (Taiyin) room is built on a rammed earth platform with four slopes. The main building adopts the embossed golden dome with gluttonous and flat patterns in the Yin and Shang Dynasties, and the carved wall with red and black patterns, which fully embodies the artistic style of China traditional architecture.

　　Entering the "Hometown of Characters", the preface hall, the basic exhibition of the development history of China’s characters, the special exhibition of "A Piece of Oracle bones shocking the sky", the special exhibition of Chinese characters folklore, the special exhibition of Qionglin, the special exhibition of Yinghua in the Bookstore, the special exhibition of Gankun in the Word, the interactive video hall and the special exhibition are organically integrated.

　　From the legend of Cangjie word-making and ancient depicting symbols, to the laser phototypesetting technology and the informationization of Chinese characters and minority languages; From "a stunning Oracle bone" to "dry Kun in the word" … The materials are detailed and the layout is rigorous, showing the beauty of China characters from different angles and in different forms, and presenting a feast of Chinese character culture for the audience.

　　In recent years, China Literature Museum has actively demonstrated the academic nature of cultural relics in a popular way, carried out a variety of activities, and used interactive games, online platforms, IP images, live webcasts, digital blogs and other means to perfectly collide and integrate Chinese characters with modern science and technology and cultural life, helping China’s literary culture to "live" and "fire". Now, standing at a new starting point, the China Literature Museum is striving to become a window to show Chinese culture to the whole world and an international platform for literary and cultural exchanges.

　　Planning:Li zhengying Overall planning:Lei miaoxin Making:Liu Hao write an article：Li Fei Dubbing:Lei miaoxin Poster design:Du Dan and Kong Fanxin