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　　Event review:　This week, the Federation announced the sales information in November. The monthly sales volume exceeded 2 million for the first time this year, including 171,000 new energy narrow passenger cars, up 139.2% year-on-year, and doubled for the second consecutive month. It is also worth mentioning that Wuling, Tesla, Great Wall Euler Black Cat, BYD Han EV, etc. have set their own historical records. Click on the picture below to learn more about the sales in November.

　　Details decoding:

　　 EV has become a dazzling new star in the new energy market, with its sales volume reaching an astonishing 33,094 vehicles in November, which explains the product slogan — — People’s scooter. It is worth mentioning that the sales of individual users accounted for more than 96% of the sales of Hongguang EV in November, which means that about 1,100 individual users become owners of Hongguang MINI EV every day.

　　Tesla Model 3 reached the Accord with a score of 21,604 vehicles, ranking 11th in the domestic car sales list in November, up 78% from the previous month, and breaking through the 20,000 mark in the domestic market for the first time. From January to November this year, Model 3 surpassed Scorpio with a cumulative sales volume of 111,645 vehicles, closely following Passat, ranking ninth in the domestic car sales list this year.

　　In terms of new forces, Weilai Automobile delivered a total of 5,291 new cars in November, exceeding 5,000 for the second consecutive month; In November, a total of 4,224 new cars were delivered, up 342% year-on-year, of which 2,732 were delivered in a single month, setting a record for the fastest delivery of a single model of the new power brand. LI, which has only one model of Li ONE, delivered a total of 4,646 new cars in November, an increase of 25.8% from October, and set a new record for monthly delivery. Bicycle sales ranked first among the new forces in China. A total of 3,018 new cars were delivered in November, and the cumulative sales volume has exceeded 40,000 since listing.

　　With the popularity of Wuling Hongguang MINI EV, the popularity of Tesla Model 3 and the efforts of new car-making forces, the sales volume of new energy vehicles in the domestic passenger car market is getting higher and higher, which has become an important force that cannot be ignored.

　　Event review:Recently, the media noticed that the name of the 2021 Frankfurt Motor Show, which was previously announced to be moved from Frankfurt to Munich, was also changed to IAA Mobility. At the same time, software, IT and other technology companies other than automobile manufacturers are also welcome to join us. In addition to displaying new cars, we also welcome various automobile solutions to be displayed here.

　　Details decoding:

　　The official of IAA said in July this year that Munich will replace Frankfurt as the host city of IAA in 2021. The new auto show will be held from September 7 to 12, 2021 in Germany for six days, which is shorter than the 13-day exhibition time of the previous Frankfurt Motor Show.

　　Among the recently revealed information, IAA not only announced the new exhibition name — — IAA Mobility also announced that the 2021 Munich Motor Show will be divided into three parts, including summit meeting, blue path and open space. Exhibitors will not only be limited to car companies, but also welcome technology companies such as software and IT to show their car solutions at the summit.

　　With the development of electrification, intelligence and networking in the automobile industry in recent years, automobiles are not limited to a single means of travel. The brand-new Frankfurt Motor Show changed its name to IAA Mobility, which is also a manifestation of adapting to the changes of future travel scenes. The new auto show will also present the possibility of future traffic through more diversified displays.

　　Previously, in the column "Engineers at Eight o’clock", we also discussed the topic of car companies participating in CES International Consumer Electronics Show and whether auto shows are needed in the future. Interested friends are welcome to click on the link below to watch.

　　Event review:According to Reuters news, Baidu plans to contract or form a joint venture with a traditional automobile manufacturer to produce its own electric vehicles. At present, it has discussed the possibility with FAW Group and has not reached any agreement.

　　Details decoding:

　　Although it has not been officially confirmed, the news that Baidu plans to develop car-making business immediately aroused the enthusiasm of the capital market. On the day of news exposure, Baidu’s share price soared by nearly 14%, and its market value returned to 60 billion US dollars in the past year and a half.

　　In response to this news, Baidu said: "No comment on market rumors". On the other side of the scandal, GAC said that it has signed a strategic cooperation agreement with Baidu, and news of further cooperation will be disclosed to the market; Geely said that it did not know the details; FAW did not respond.

　　Just as people were speculating about one of the three choices, Freeman Shen, chairman and CEO of Weimar Automobile, praised Baidu’s blog post about making cars, which aroused everyone’s association. However, neither Baidu nor Weimar responded to the incident since then.

　　In fact, FAW, Geely, GAC and Weimar have all reached strategic cooperation with Baidu, and cooperated in Baidu Apollo autopilot platform and Baidu car networking system. Among them, the cooperation between FAW and Baidu started as early as 2017 and played an important role in the Apollo project. Weimar brought the third production model of Weimar, which was jointly developed with Baidu Apollo platform, at the "2020 Apollo Ecological Conference" held on December 8, and said that the new car will be officially launched in 2021.

　　Up to now, there is no news that Baidu will carry out the car-making project in what form, but recently Alibaba and SAIC jointly launched a brand-new smart high-end brand Lantu, and Huawei, together with Contemporary Amperex Technology Co., Limited, plans to build a brand-new high-end smart car brand under Changan. In this context, it is logical for Baidu to join hands with car companies to build smart high-end car brands, relying on its own achievements in autonomous driving and car networking for many years.

　　Event review:Recently, some foreign media photographed more than 40 aerial videos of Model Y parked in Tesla’s Shanghai factory. Foreign media speculated that the domestic version of Tesla Model Y had been mass-produced in the Shanghai factory. However, previous news showed that the domestic Model Y is expected to go offline at the Shanghai factory in early 2021.

　　At the same time, a screenshot of the Model Y rear-drive long battery life version was madly transmitted on social media, claiming that the price of the domestic Model Y four-wheel drive long battery life version will be the same as that of the domestic Model 3. At the same time, I also wrote "See you in three weeks", that is, in early January 2021.

　　Details decoding:

　　On foreign social media, Tesla CEO elon musk replied "I am hoping to be back next month! (I hope to go back next month), which confirms the news that the domestic Model Y will be officially released in January, and also implies that Musk will release the scene in Shanghai.

　　At present, Tesla Model Y has been opened for selection, and Model Y will be the first to launch two models, namely the long-life all-wheel drive version and the Performance high-performance version, with a pre-sale price of 48.80-535,000 yuan. The new car is expected to start mass delivery in the first quarter of 2021.

　　Model Y is the first medium-sized pure electric SUV launched by Tesla, and it is also another model that has been given high hopes after Model 3.

　　According to the application information of the Ministry of Industry and Information Technology, the length, width and height of the domestic version of Tesla Model Y are 4750/1921/1624mm and the wheelbase is 2890mm respectively. Equipped with ternary lithium-ion battery, its battery pack capacity is 77kWh, energy density is 161Wh/kg, and NEDC cruising range can reach 594km.

　　As for the information about the suspected selling price of 298,800 yuan circulating on the Internet, it is somewhat different from the pre-sale price of the previous open selection. However, at present, the subsidy for pure electric vehicles in China is limited to the selling price of 300,000 yuan. Judging from the previous strategy of continuous price reduction of Model 3, it is not impossible for the future selling price of Model Y to be less than 300,000 yuan.

　　　　　　　　Event review:Recently, the Management Committee of Lingang New Area of Shanghai Free Trade Zone issued a special plan for intelligent networked automobile industry (2020— 2025), it is mentioned in the plan: promote the first demonstration of highly autonomous driving (above L3 level), promote the conditional opening of highly autonomous vehicles on high-speed and elevated roads for testing and demonstration application, and take the lead in piloting the commercial application of self-driving manned and loaded goods without safety personnel in specific areas.

　　　　　　　　Details decoding:

　　The plan proposes to give full play to the institutional innovation advantages of Lingang New Area, win the support of relevant departments of the state and Shanghai, and declare the national-level vehicle networking pilot zone, national-level quality inspection center, transportation industry R&D center and smart transportation demonstration project; Apply to the relevant departments of the city to study and promote the decentralization of relevant powers, authorize the management committee of Lingang New Area to issue management measures, be responsible for the acceptance, organization and supervision of testing and demonstration applications within its jurisdiction, and guide industrial innovation and development in the fields of industrial development, traffic management, road testing, standards and specifications, and application demonstration; Promote the pilot demonstration of highly autonomous driving (above L3 level), promote the conditional opening of highly autonomous vehicles on high-speed and elevated roads for testing and demonstration application, and take the lead in piloting the commercial application of self-driving manned and loaded goods without safety personnel in specific areas.

    On the same day, the "Open Test Road for the Second Batch of Self-driving Cars in Lingang New Area" was launched. At present, the cumulative total mileage of open test roads in the new area has reached 118.2 kilometers.

　　At present, China has started pilot and open tests related to intelligent traffic-level autopilot in some areas of several cities, and more than 200 autopilot test licenses have been issued in various places. As a special economic functional zone formally established in August 2019, Shanghai Lingang New Area has the first advantage in promoting the development policy of high-tech industries. It will be helpful for the development of our autonomous driving and other industries to take the lead in opening up autonomous driving above L3 level to high-speed and elevated test.

　　At present, the high-speed pilot function launched by brands such as Weilai, Tucki and Tesla can theoretically reach the L3 level of autonomous driving (drivers are still required to be vigilant by holding the steering wheel under the current regulations), and the L4 level autonomous vehicles developed by domestic autonomous driving companies such as Baidu and Wen Yuan Zhixing have also completed considerable tests. Opening high-speed and elevated tests will play a positive role in the development of autonomous driving industry, and it is expected that more cities and regions will follow this policy in the future.

　　　　　　　　Event review:On November 17th, Zhiji Automobile, a high-end intelligent pure electric vehicle project jointly built by SAIC, Pudong New Area and Alibaba Group, released some technical information about its products in the future. At the same time, it is announced that its two new cars will be officially released on January 13 next year. The official said that it will join hands with Contemporary Amperex Technology Co., Limited in depth. The new car will be the world’s first lithium-doped battery technology, with an energy density of 30-40% and a cruising range of 1000km. At the same time, the new car will adopt a redundancy scheme of software and hardware architecture compatible with the upgraded lidar system. Click on the picture below to learn more.

　　　　　　　　Details decoding:

　　In the past, BAIC had ARCFOX and FAW Hongqi, and later, Guangzhou Automobile Ai ‘an, Changan, Huawei and Contemporary Amperex Technology Co., Limited jointly planned to build a new brand, and Great Wall planned to launch a brand-new high-end intelligent electric brand. After the birth of a large number of new car companies, traditional car companies have also created a number of brand-new car brands in the era of smart cars.

　　SAIC, which is rooted in the Magic Capital, is no exception. Recently, it launched a billion-dollar Big Mac project — — "Zhiji", the first round of financing reached 10 billion yuan.

　　What kind of car does Zhiji want to build? On November 17th, Zhiji held the first media sharing meeting more than half a month after the official announcement of the brand. In the artistic center, the official announced the cooperation between Heatherwick Studio, the brand partner of Zhiji automobile, and teamLab, the artistic partner. The former will participate in the design of the appearance, interior and charging pile of Zhiji automobile, and the latter will participate in the design of human-computer interaction and digital cockpit.

　　Of course, Ji Ji announced more than that. The official said that it will join hands with Contemporary Amperex Technology Co., Limited to launch the world’s first battery technology of "silicon-doped lithium battery". The energy density will reach 240Wh/kg, which is 30-40% higher than the industry average. The cruising range will reach 1000km, with 0 attenuation for 200,000 km, which can realize "never spontaneous combustion".

　　At the same time, with the country’s further liberalization of high-precision maps, by 2022, a full-scene continuous "zero-takeover" autopilot experience can be realized in some roads in first-tier cities. Within the scope permitted by policies and regulations, in 2021, some Shanghai core supermarkets will realize the "automatic parking service" function of high-frequency scenes. It can be expanded to more first-tier and new first-tier cities in 2022.

　　Zhiji’s new car can realize the flexible configuration of perception systems such as vision, millimeter-wave radar and lidar, and the first production car can realize the redundancy of software and hardware architecture of lidar system. The new car will adopt a new central computer integrated electronic and electrical architecture, which can realize OTA push update. Through the set of multiple bottom controllers, the chassis suspension can be adjusted in time according to the driving scene. For example, before driving to Panshan Highway in Moganshan, the system can switch to mountain mode in advance.

　　Zhiji officially said that Zhiji Auto A and B products will be released globally in Shanghai Center on January 13th, 2021, among which the first production car is a car. At the Shanghai Auto Show in April, Zhiji Auto will bring three new cars, among which Car A will be pre-sold and delivered at the end of the year. (Text: Pacific Auto Network Micco)

Text |Connecting trip　Zhou xiongfei

Edit | Midnight

Volvo has once again embarked on the road of IPO.

Recently, Volvo announced in its official website that it plans to raise 25 billion Swedish kronor (about 18.4 billion yuan) in an IPO on the Nasdaq Stockholm Stock Exchange. It is expected to complete the listing and start trading this year.

Volvo announced the impact of IPO, from Volvo official website.

This is not the first time Volvo has rushed to the market.

As early as 2016, Volvo began to make an impact on IPO, which was recognized by three Swedish investment institutions, but it did not go public smoothly in the end. At that time, the industry speculated that its parent company Geely did not want to let go; Two years later, Volvo sought IPO listing again, but it was once again opposed by Geely because the valuation given by the relevant investment institutions was too low.

Now, Volvo, which has experienced the previous two unsuccessful IPOs, still hasn’t given up listing and started to attack the IPO again, and behind this insistence, it is actually considered for its own development.

Since Volvo was acquired by Geely in August 2010, with the blessing of the latter channel, it has achieved an increase in sales volume and profitability, but compared with the luxury brands of the same level in BBA, Volvo’s domestic development does not have much advantage.

This disadvantage has been further amplified with the rapid development of the new energy automobile industry, because in the industry’s view, although Volvo has made some moves in the new energy automobile business, it is difficult to occupy a seat on such a highly competitive track as a whole.

For Geely, life is also not easy.

Geely, as one of China’s independent automobile brands, started early after smelling the development trend of new energy vehicles, and chose a multi-brand parallel development style. However, due to factors such as internal friction among brands and insufficient brand power, the new energy vehicle business has been tepid.

Affected by this, Geely Automobile began to fall into the unfavorable situation of high debts. Geely also tried to alleviate this dilemma by merging Volvo and listing in science and technology innovation board independently, but all ended in failure. As a last resort, Geely had to pin its hopes on Volvo’s listing.

After the acquisition ten years ago, Geely and Volvo supported each other, and now both of them are in a development dilemma, which can be described as the "ten-year itch" stage. So, will Volvo succeed in this sprint listing? After listing, can it become an antidote to its development?

1, the twists and turns of the IPO road

Volvo’s IPO, in fact, has long been rumored.

On May 13th this year, Geely Holding Group and Volvo Group successively announced that Volvo’s board of directors decided to start evaluating the possibility of Volvo’s IPO.

A month later, Hanken samuelson, CEO of Volvo, once again said that Volvo’s listing process is progressing smoothly, and an IPO may be held at the end of this year. According to the plan, Volvo will be listed on the Nasdaq Stockholm Stock Exchange.

In addition to the announcement of IPO, some substantive actions are also being carried out at the same time.

In late July, Volvo signed an agreement with its parent company Geely Holding Group to acquire all the shares of Geely Holding in its joint venture in China.

It is understood that Volvo and Geely have two joint ventures in China, namely, Daqing Volvo Automobile Manufacturing Co., Ltd. and Shanghai Volvo Automobile R&D Co., Ltd., both of which are held by Geely Holding and Volvo respectively.

Information on equity penetration of Daqing Volvo and Shanghai Volvo, screenshot from Tianyanchang.

According to the agreement, Volvo will fully integrate its manufacturing, R&D and sales business in China after the acquisition. After the complete acquisition, Volvo’s equity will increase, and its share of net profit will also increase.

In the industry’s view, this move is for Volvo to make itself more attractive for investment, so as to pave the way for its subsequent IPO. After all, Volvo’s previous IPO road can be described as twists and turns.

As early as 2016, Volvo conducted a market evaluation of IPO and was recognized by Swedish investment. Through three Swedish institutional investors, it issued convertible preferred shares and obtained 5 billion Swedish kronor (with a contract of 3.73 billion RMB).

Then the Financial Times reported that Volvo planned to raise $500 million from investors in China to prepare for its future listing. At that time, samuelson, CEO of Volvo, did not explicitly deny these news, and said that IPO was an option, but regarding the listing plan, it would be decided by Geely Holding, the parent company.

Just as everyone was waiting for news of Volvo’s further listing, there was no substantive news. At that time, for the reason why Volvo’s IPO came to an abrupt end, the industry speculated that it was because the parent company Geely refused to let go, because it was the sixth year of Geely’s acquisition of Volvo, and Volvo was also an important endorsement of Geely.

Volvo, which experienced its first failure, did not give up its IPO.

In August 2018, according to the Financial Times, Volvo has hired Citigroup, Goldman Sachs and Morgan Stanley to do listing counseling for it, and the valuation was set at 16-30 billion US dollars that year, and it is planned to set Stockholm as the preferred place for IPO, and then it will consider a second listing in Hong Kong.

In terms of fundraising, according to relevant media reports, Volvo was prepared to raise about 4.5 billion US dollars with 15% shares.

However, at that time, the relevant investment institutions only made a valuation of $12-18 billion for Volvo, which was far from the target valuation expected by Geely, the parent company, so Volvo’s listing plan was put on hold again.

In February last year, Geely Automobile announced that it was planning to restructure its business with Volvo. According to the plan, Volvo’s assets after the reorganization will be included in Geely Automobile’s Hong Kong listed company, and it will consider listing in Stockholm in the future.

Volvo and Geely pre-merger part of the announcement, screenshot from the announcement.

This means that Volvo will be packaged and listed together with Geely Automobile, but just four months later, the variables appear again. At that time, Geely Automobile announced that it planned to go public in science and technology innovation board with the approval of the company’s board of directors.

With the "solo flight" of Geely Automobile, its merger negotiation with Volvo has also undergone some changes. In February of this year, Geely Automobile announced that it had reached the "best" plan for the merger and reorganization with Volvo.

According to the new plan, the two parties will carry out a series of business mergers and cooperation on the basis of maintaining their existing independent company structures, including the merger of powertrain business and related technical cooperation such as electrification, intelligent network connection and automatic driving.

As a result, Volvo has become a single party, and its listing plan has once again run aground.

Unexpectedly, a few months later, Volvo embarked on the IPO road for the fourth time. Different from previous times, Volvo attaches great importance to IPO this time. "Today’s announcement that Volvo intends to list on Nasdaq in Stockholm is an important milestone for the company." Hanken samuelson, CEO of Volvo, told the media.

Hanken samuelson also said, "This IPO marks a new chapter for Volvo, and we invite Swedish and international investors to participate in our future growth and value creation. The IPO will help to strengthen our brand and accelerate our transformation strategy-to achieve full electrification, create a user-direct mode and achieve a higher level of security. "

Geely also expressed support for Volvo’s IPO again. "The global automobile industry is undergoing unprecedented changes, and we are determined to support the transformation and development of Volvo, a legendary Swedish brand." Li Shufu, chairman of Geely Group, said this.

Behind Volvo’s demanding transformation and Geely’s strong support, it is actually the dilemma that both sides have highlighted.

2. Volvo and Geely’s "Ten-year itch"

The value and strength of Geely and Volvo today are in sharp contrast with those of ten years ago.

At that time, Geely Automobile was still a small player in the domestic market. According to public data, its near profit in 2009 was only 1.182 billion yuan. In contrast, the net profit of Geely Automobile in 2020 was 5.534 billion yuan, almost four times that of 2009.

Volvo lived a more miserable life at that time. According to the data of Volvo’s public financial report, its pre-tax loss was as high as $1.5 billion in 2008, and it still owed its parent company Ford $3.5 billion, which once became a "burden" in Ford’s product system.

Although it has fallen into a downturn, Volvo is an old car company after all, and its market value at that time remained at around 13.6 billion yuan. Geely’s market value at that time was only over 3 billion yuan.

Under such a big gap, Geely made a seemingly crazy decision to acquire 100% shares of Volvo and related assets for $1.8 billion. As a result, at that time, the media called this seemingly gambling acquisition "snake swallowing elephant".

Tuyuan Geely Automobile official website

Facts have proved that Li Shufu won the gambling with "small and broad". After Geely acquired Volvo, it took the latter’s technology and experience into the bag, and embarked on the "fast lane" of development.

In 2013, Geely and Volvo established a joint research and development center (CEVT) in Gothenburg, Sweden, and Geely started the pace of overseas expansion. After that, Geely successfully hatched Geely Borui based on KC platform extended from Volvo GMC platform, which is the first model that Geely introduced Volvo safety technology concept.

Since its listing in April 2015, Borui has reached the sales volume of more than 2,000 vehicles in the following month, and in January of the following year, the sales volume of this car continued to rise to the sales volume of more than 6,000 vehicles, making it one of the better models of domestic medium-sized cars at that time.

With such success, Geely also began to have the idea of high-end layout.

In 2017, Geely once again set up a technology joint venture company with Volvo, and jointly developed the CMA architecture of the first mid-level car basic module architecture. Based on this framework, a brand-new car brand "Linke" came into being.

Lingke was positioned as a high-end fuel vehicle at the beginning of its birth. With the subsequent launch of Lingke 01 and Lingke 03, its sales volume has been good, and the cumulative sales volume has exceeded 500,000. So that this brand has become a "sharp weapon" for Geely to impact high-end.

"Volvo’s technology has allowed Geely to build a car into the door." Li Shufu once sighed like this.

As the acquired party, Volvo, with the blessing of Geely, has also made significant growth and explored the domestic market soon.

In 2013, Volvo successively built Chengdu factory, Daqing factory and Zhangjiakou engine factory in China. The landing of these factories gave Volvo an opportunity to explore the local market in China.

The following year, the basic research and development of a new SPA platform (extensible vehicle platform architecture) jointly invested by Volvo and Geely was completed. This platform has greatly revitalized Volvo, and Volvo S90 and XC60 developed based on this platform have been well received by the market.

Volvo S90, source of Volvo Guanwei

In this way, since Geely acquired Volvo in 2010, thanks to the convenience that Geely Automobile brought to Volvo in terms of channels and production capacity, Volvo’s sales in China and around the world have also increased year after year.

In 2017, Volvo’s global sales reached 571,600 vehicles, and its operating profit reached a record of 14.1 billion Swedish kronor, up 27.7% year-on-year. Compared with the operating profit of 2.34 billion Swedish kronor when it was acquired in 2010, it has increased more than six times.

While Borui, Link and other fuel vehicles are successful, Geely’s ambition in the field of new energy vehicles is also growing.

Since 2015, Geely has released the "Blue Geely Plan" in a high-profile manner. After taking the lead in the transformation to electrification, it has successively launched three new energy brands, namely Emgrand, Geometry and Maple Leaf, in the following years. However, due to the fact that the models released later belong to the "oil to electricity" change, they all performed poorly after the launch.

After that, Geely did not give up the new energy field, and found Volvo to jointly develop the new energy brand "Polar Star" and launch polar star 1 and polar star 2 models. Although it was expected for a while, it was too similar to the geometric brand in positioning, and the pricing was too high, so it did not form competitiveness in the market.

Because of this, Geely’s entire new energy vehicle business is silent in the domestic new energy market and has fallen into a dilemma.

According to the data of the Federation, in the Top 10 ranking of domestic new energy vehicle sales in 2020, none of Geely’s models were on the list. In contrast, Chery Automobile, both traditional car companies, and BYD’s new energy vehicles were on the list.

On the other hand, Volvo has been helping Geely to launch new energy brands and models, but its own new energy business has not been done. The XC40 RECHARGE, the first pure electric vehicle, was not officially listed at the Guangzhou Auto Show until November 2020, which was visibly slow.

For Geely, although it has been exploring in the field of new energy vehicles, it has not made any achievements in high-end aspects. Until March of this year, Geely Automobile announced that it had jointly launched the "Extreme Krypton" brand positioned in high-end new energy with Geely Holding Group.

Figure source pole krypton official micro

However, just after the release of the brand, the release and opening of its first model, Krypton 001, it was complained and defended by many consumers, which was a bad start. Connected travel has elaborated on this situation in the article "Being extremely defended, unable to support Geely’s high-end dream of new energy".

It is precisely because of the decline of the new energy vehicle business that the profit performance of Geely Automobile is also affected. In 2020, Geely Automobile achieved revenue of 92.374 billion yuan, down 5.46% year-on-year; The net profit was 5.534 billion yuan, down 32.43% year-on-year. In the first half of this year, although the net profit has turned positive year-on-year, the growth rate is only 3.67%.

In addition to poor profitability, Geely is also facing the dilemma of debt. According to Wind data, the total debt of Geely Automobile in 2020 was 46.6 billion yuan, and by the first half of this year, the total debt had reached 43.2 billion yuan. It is foreseeable that its debt may exceed that of last year by the end of this year.

Looking at it now, although Geely acquired Volvo ten years ago, the two sides experienced the same support and common development for a long time, but because of the unsatisfactory development in the field of new energy vehicles, Geely and Volvo have both fallen into their own difficulties, which can be described as entering the "ten-year itch".

Under this situation, Geely, which rushed to science and technology innovation board without any results, and Volvo, which suffered from twists and turns in listing, pinned their hopes on this IPO of Volvo.

3. Can Volvo rush to IPO again become an antidote for both parties?

To discuss this issue, there is actually a prerequisite-Volvo can successfully go public this time.

Based on the previous twists and turns of Volvo’s listing experience, especially one of its failures was terminated because the parent company was dissatisfied with the valuation of Volvo given by the market, the industry is skeptical about whether Volvo can successfully go public.

"The valuation figure has always been a sensitive tipping point for the stakeholders of this transaction." L.M.Feng, a financial scholar at the University of Illinois, said this in an interview with Interface News.

Volvo did not disclose the valuation of the listing after the official announcement of the listing plan, but according to the estimated value given by foreign media, Volvo’s valuation is about 20 billion to 25 billion US dollars, which is about one-third of the market value of European luxury car manufacturers Daimler and BMW Group.

However, it may be difficult for Geely to be satisfied with this valuation. The Financial Times once quoted people familiar with the matter as saying that according to Li Shufu’s idea, only when Volvo’s valuation exceeds $30 billion, or even reaches $40 billion, will it support its IPO.

From this point of view, whether Volvo can successfully go public this time is still unknown.

However, it should be noted that even if Volvo can successfully go public this time, it will be difficult for it or its parent company Geely to get out of the predicament.

First look at Volvo itself. According to its previously released performance data for the first half of 2021, its operating income in the first half of the year reached 141.1 billion Swedish kronor (about 103.482 billion yuan), up 26.3% compared with the same period in 2020; Earnings before interest and tax was SEK 13.24 billion (about RMB 9.878 billion), compared with a loss of SEK 989 million in the same period last year.

Although revenue and profits have achieved a good picture of both growth, it does not mean that Volvo does not need funds. After all, Volvo, which is a few steps behind in the new energy vehicle business, has made a relatively radical plan.

According to Volvo’s plan, it is expected to realize full electrification in 2025, in which the proportion of pure electric vehicles will reach 50%. In 2030, it will become a pure electric luxury car enterprise, catching up with mainstream luxury car brands such as Audi, BMW and Mercedes-Benz in terms of profit margin.

At the same time, Volvo will adjust its existing sales model and promote the online direct sales model today, when the direct sales model has become widely used by new energy vehicle companies. "Promoting the direct sales model will also enable the company to achieve sustained growth in sales, revenue and profitability." Hanken samuelson once said this.

"For Volvo, RMB 18.4 billion may not be enough, because its new energy vehicle business is still in its infancy in a strict sense, and the sales volume of XC40 RECHARGE is not good after listing. Volvo needs to make great efforts in research and development, technology and channels to achieve its own goals, and these aspects all need money." Sun Hao, head of R&D of a domestic head-end new energy vehicle company, told wired travel.

Volvo XC40 RECHARGE, from Volvo Guanwei

Volvo wants to achieve its goals. Apart from capital, competition in the industry is an aspect that it should carefully examine.

The first thing to face is the BBA, which is also a luxury brand and has also shouted their own electrification goals. According to previous foreign media reports, according to BMW’s plan, in 2023, BMW plans to expand new energy vehicle products to 25 models, half of which are pure electric vehicles; In 2025, it is planned to invest more than 30 billion euros in research and development such as hydrogen fuel cell technology.

Mercedes-Benz also put forward its own goal, and plans to launch 10 pure electric vehicles in 2022, and expects to increase the sales of pure electric vehicles to 15% to 25% of the total sales in 2025. By 2030, it is planned that electric vehicles (including pure electric and plug-in hybrid vehicles) will account for 50% of the sales of new passenger cars.

In addition to BMW and Mercedes-Benz, Audi is not far behind. According to its plan, the total investment in the next five years will be about 35 billion euros (US$ 42.35 billion), half of which will be used for investment in automobile projects and innovative automobile technologies. Specifically, about 10 billion euros ($12.1 billion) will be used for electric vehicles, and 5 billion euros ($6.05 billion) will be used for hybrid power.

It can be seen that the plan proposed by BBA is similar to Volvo’s goal, and they are all ready to accelerate electrification by 2025, which means that Volvo will be hard and hard with BBA after that. With Xiaomi, Jidu, Zhiji and other big manufacturers entering the market to build cars, Volvo is bound to encounter their challenges in the future.

"Volvo’s financing can improve Volvo’s own capital situation to a certain extent to support the development of investment, but to better solve the challenges such as product competition, shareholders need to make more other efforts to obtain more capital resources, so as not to fall behind in the new global competition." Zhang Junyi, managing partner of Oliver Wyman Consulting, said this to connected travel.

Compared with Volvo, its parent company Geely is in urgent need of financing to improve its debt situation.

In November last year, the Standard & Poor’s Index downgraded the long-term issuer credit ratings of Zhejiang Geely Holding and Geely Automobile and the issuance rating of senior unsecured bills to "BBB-", and removed all ratings from the watch list, and the rating outlook remained "negative".

In its latest report in June this year, Standard & Poor’s insisted on its previous view, and said that Zhejiang Geely Holding will continue to face leverage pressure in the next 12-24 months due to high capital expenditure, potential economic fluctuations and the uncertainty of its subsidiary Geely Automobile landing in science and technology innovation board.

In order to solve this dilemma, Geely has done a lot of Plan B while supporting Volvo’s independent listing, including promoting the listing of its electric vehicle brands Polar Star and Extreme Krypton.

At the end of September this year, Polestar, an electric car brand owned by Volvo, officially announced the news of IPO. Like FF, Polestar will land in the US stock market by backdoor, and its market valuation will reach 20 billion US dollars.

At the end of August earlier, Krypton Automobile, which was jointly invested by Geely Automobile and Geely Holding, announced the completion of the $500 million Pre-A round of financing. "After extremely financing, it will be listed on the A-share market or science and technology innovation board in the future, and it will get better results." Some Geely insiders told the interface news.

Extreme krypton financing information, screenshot from Tianyan check.

According to another media report, Geely Holding is also considering an IPO for Lotus or its electric vehicle business as early as 2022. If it goes public, the valuation of the whole business may exceed 15 billion US dollars.

Geely needs to clarify the development route and positioning of its multi-brand business if it wants to truly get out of trouble, because the internal friction between brands has hindered the development of various brands. Wired Insight made its debut in Geely Automobile science and technology innovation board. Can it become "China Volkswagen"? In many reports, such as "",the internal friction of Geely brand has been elaborated in detail.

"In the field of new energy vehicles, Geely has tried various directions and its technical route is comprehensive. However, this comprehensive and rapid iterative method is more suitable for Internet enterprises. If traditional enterprises cannot achieve commercialization in a short period of time after using this method, the overall waste of internal resources will be more obvious. " Wang Xianbin of the Geshi Automobile Research Institute said this about connected travel.

In Zhang Junyi’s view, with Geely promoting the listing of Volvo, Polar Star, Polar Krypton and other brands, it may be possible for Geely to further clarify the problems of its business development and provide favorable help for better transformation and development into a technology and user company.

Now, even if Volvo can successfully go public this time, it may not be able to solve its own and Geely’s respective difficulties on its own. Although Volvo and Geely have been closely linked after more than ten years, how to spend the "ten-year itch" is still the biggest problem that both sides need to consider.

(At the request of the interviewee, Sun Hao is a pseudonym in this article. )

At the beginning of this year, I went to Times Town in Songjiang to test drive the BYD Tang 100 bought by my friend, and later wrote a blog titled "After such a long time, I finally tested the BYD Tang 100". A few days ago, he told me that a new generation of 2018 BYD Tang DM (hybrid version) prototype cars have arrived at various 4S stores. He has been to see it several times and feels very excited. He suggested that I also go and see it. I contacted the BYD direct store near the company (it is said to be the only one in Shanghai), and the clerk replied that although there is no test drive yet, there is a prototype car in the store that can be electrified and ignited. Welcome to see it at any time. So, taking advantage of the relatively empty work this afternoon, I immediately rushed to take a look in the heavy rain.

This is a red BYD 2018 brand new generation Tang DM (hereinafter referred to as’ brand new generation Tang DM’). My first impression is that the color is very bright, and the whole car feels a little "shorter" than the Tang 100 I have experienced before? In fact, the parameters are compared: the length, width and height of this new Tang DM are 4870*1950*1725, while the old one is 4815*1875*1725, so the two are actually the same height. The visual change of "becoming shorter" is actually caused by the new car becoming longer and wider. By the way, among the new energy vehicles I have been paying attention to recently, Weilai ES8(5022*1962*1753mm) is the largest, followed by Tang DM, while Baiteng M-Byte(4850*1940*1650) is the third and Roewe Marvel X(4678*1919*1616) is the third. In addition, Tesla’s Model X is 5037 * 2070 * 1684-so it is longer, wider and flatter than other new cars. …

Before, my family leader was not very satisfied with the shape of my friend’s old Tang 100, and felt that it was too much like Lexus, but she had a good evaluation of the shape of this new generation Tang DM. Personally, I don’t really care about the "dragon face" design or the suspended roof or the currently popular penetrating taillights, as long as the new car looks smooth and doesn’t look too similar to other brands (it’s really not easy for domestic cars to do this). Obviously, the new generation of Tang DM is completely acceptable to us in terms of modeling. On the internet, everyone basically has a positive evaluation of the shape of this new car. Well, it is really necessary to get rid of the "Build Your Dreams”logo on the rear of the car that looks like a" secondary two "!

Because it is a hybrid version, the left rear side of the new generation Tang DM body is the fuel filler and the opposite position is the national standard charging socket. At present, the new generation of Tang DM can still get the Shanghai card for free in Shanghai, but it takes about a month to apply for the green card, such as reviewing the charging position and doing personal credit information. Considering that the subsidy for new energy vehicles in Shanghai may change next year, I also asked about the pure electric drive of Tang EV. However, the clerk said that it is not clear about Tang EV except that it will be launched at the end of the year. He also said that if you only drive in the urban area, or if the radius of activities does not exceed 150 kilometers, it is actually more worry-free to choose the pure electric version-but the car price may be higher.

At present, this brand-new generation of Tang DM in the store is the second top model with a price of 279,900 yuan. The clerk pointed to its 22-inch feet and told me that this car should have only 20-inch wheels as standard, but if it is decided before September, it can be upgraded to this 22-inch wheel and Brembo professional brakes for free. In fact, the upgraded configuration is basically consistent with the flagship (329,900 yuan) whose 0-100 acceleration is only 4.3 seconds, which is quite cost-effective! However, because I am still in the wait-and-see stage for the new car, I still want to wait for Tang EV, although this offer is not small.

The previous Tang 100 car interiors always gave me a little "local" flavor, but this has been obviously improved in the new generation of Tang DM. In the words of my friend in Songjiang, it is "the overall texture has reached a higher level". Although I think there is still a gap between the details (such as material collocation, curve and straight line application) and my XTS, at least it is not easy to pick out the thorns at once: at least the soft parts are soft and the hard parts are hard, and even the red stitching on the leather is true! Moreover, because the central control part uses a large flat plate to solve everything, the "sense of technology" in the carriage is much higher than before. I noticed that there is no seat memory on the door at present, but the clerk immediately told me that because this is a test car, the officially sold sub-top version has three sets of memory linkage (seat, steering wheel and exterior rearview mirror). Well, this function is very important for my family where two people drive alternately.

The steering wheel is good in workmanship and feel, and the big "Tang" logo is more pleasing to the eye than BYD. After sitting in the front seat and adjusting the seat to a lower position, there is still a punch on my head, so the head space is still relatively rich. However, this should also be related to the fact that the sunshade of the panoramic sunroof of this car is a thin sunshade fabric similar to Mercedes-Benz GLC, rather than a whole sunshade.

As early as the first generation of Tang was listed, many media praised BYD for being willing to pile up all kinds of "high-tech" equipment in the car, but on this new car, there are all functions such as keyless entry/one-button start, ambient light, 360-degree panoramic view, ACC adaptive cruise, lane assist, full LCD instrument panel, seat ventilation/heating, internal and external driving recorder and so on. However, to my regret, the HUD head-up display that has been used on XTS has not appeared in any version of the new generation of Tang DM-this is a special configuration that doesn’t matter if it is used, but once it is used, it can never be returned.

The DiLink intelligent networking system of this car is also a big selling point. Of course, in my opinion, it is a large Android tablet (12.8 inches and 14.6 inches) that can be rotated electrically (by operating on the screen or pressing keys on the steering wheel). Two days ago, some media compared it with three mainstream in-vehicle intelligent systems, Zebra and GKUI, and the evaluation was that the other two were not as open and playable as DiLink. In fact, since DiLink is really an Android tablet, theoretically you can install all kinds of third-party apps on it and do whatever you want while driving (co-pilot operation). The operation fluency and response speed (including voice control) of this tablet have indeed improved greatly compared with the previous generation of central control, but to be honest, it has not achieved the experience like iPad.

Many third-party apps have been installed on this new generation of Tang DM that I have experienced (only three or four kinds of music are played), and it feels smooth to open, apply and switch various operations. But the problem is that many apps are displayed vertically by default, so when the screen was originally displayed horizontally, as soon as you click an app (such as Baidu map), it will automatically rotate the screen to an upright position-sometimes you have to press the button again to turn it back. I hope that in the future, the DiLink system will enable all kinds of apps to start on the horizontal screen by default through OTA, otherwise it is inconvenient and unsafe to control the big screen while driving.

Of course, I also listened to the car audio system of the new generation of Tang DM. It is said that the new generation of Tang DM, which is equipped with top and sub-top, adopts a 12-speaker system (no brand name), but to be honest, it sounds far from my XTS. The low frequency is full of sense, but the middle frequency is tight and the high frequency is not very transparent. Perhaps this kind of sound is enough for users who like to "move and hit" when driving, but for me, I may still try to modify it.

This brand-new Tang DM in the store can be electrified and ignited, but it can’t be driven out for a test drive. From the appearance point of view, the new generation of Tang DM is similar to Tang 100 in the layout of gear buttons and has the same function. After pressing the start button, the car driven by pure electricity is silent and completely unaware that the car has started; After the HEV mode is enabled, the engine intervenes, and the noise inside the car is not obvious at this time. According to the clerk, on the one hand, this is because the front window of the new car uses double glass, and there is also a newly designed sound insulation cotton under the engine cover, so the noise introduced into the compartment will be much reduced; On the other hand, the whole power system has also undergone major changes, so the noise of the gasoline engine itself has also decreased. Of course, if you want to enjoy pure quiet driving all the time, it is more suitable to choose EV version.

Finally, there are a few things I want to say:

First of all, I personally don’t need this 7-seat version of the new generation of Tang DM: there are two people at home, plus occasionally taking my colleagues out, five seats are enough. Even if I bought seven seats, I guess I have put the last two positions flat all the year round to increase the luggage storage space. In addition, I heard that 7-seater cars are slightly more troublesome than 5-seater cars in terms of annual inspection, travel tax, etc., so although it is not difficult to get in and out of the third row of this car, I still think it is more accounting to buy the 5-seater version;

Secondly, in my eyes, the new generation of Tang DM has beautiful shape, large space, rich technology configuration, 4.5s acceleration, pure electric drive of 100 kilometers, and mixed fuel consumption of 7-8 words … these are the advantages that make me feel excited; The BYD brand, no HUD, and the need for audio transformation are not intolerable shortcomings. As for the sub-top with less than 300,000 yuan, the pricing of the Shanghai brand is even more "conscience". However, Tang DM actually has a "shortcoming" that I can’t make up my mind: it doesn’t have automatic driving assistance like Tesla or Weilai.

Ok, I admit that L4/L5 is unrealistic for the current domestic traffic situation, but can the L2-level autopilot that can make Li Xiang, a "car and home", endure many shortcomings of Tesla Model X and remain infatuated with it? Besides enabling ACC adaptive cruise and lane keeping at high speed, can I also enjoy the worry-free functions such as automatic lane change overtaking and automatic car following on urban expressways? Yes, even if BYD really has this function, it is not enough for me to trust it like Tesla AP2.0 (in fact, my hand has to be held all the time), but since it is a masterpiece of domestic new energy vehicles, can BYD take a step closer in this respect?

Now it seems unrealistic to expect a new generation of Tang DM to realize this function, so is it possible to surprise me in this respect on the Tang EV to be released at the end of the year?

　　[car home Car Maintenance] Speaking of the most popular self-owned brand car in car home Forum recently, it is BYD Qin, which "kills" a lot of cars in Newbei. We have made various articles on Qin, including a series of articles on shopping guide, test drive, technology and car use. Everyone has learned a lot about it. Let me talk to you about it. What is the maintenance cost of Qin? I want to pay attention to this issue, right?

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　　Regarding the vehicle maintenance cycle and replacement items, the manufacturer will inform the owner of the vehicle through the maintenance manual attached to the vehicle when it leaves the factory. Because the data is based on the ideal design, the actual situation may not be achieved. Therefore, according to the local actual situation (such as fuel quality, air quality, road conditions) and the owner’s use, the repair stations in various places will give adjustment suggestions on the maintenance cycle and projects. In order to give you a more comprehensive understanding of the maintenance information of the repair stations and manufacturers, the following editors will introduce them to you respectively.

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● Official maintenance cycle

　　Needless to say, Qin’s power system is known to all. It uses a combination of 1.5TI turbocharged engine and 110 kW motor. The combined power of the two kinds of power is 295 HP and the combined torque is 479 Nm. It is equipped with a 6-speed dual-clutch gearbox. The manufacturer provided Qin with a normal warranty period of up to 6 years or 150,000 kilometers, which is more reassuring than other BYD models with 4 years and 100,000 kilometers. As for the warranty of the motor, BYD sets the warranty period of Qin’s power battery as a lifetime warranty, while the warranty period of the driving motor and various control modules is the same as that of the whole vehicle.

　　BYD kindly provided Qin with four times of free maintenance, when the vehicle traveled to 3,500 km, 11,000 km, 18,500 km and 26,000 km, and then the maintenance interval was 24 months or 7,500 km. Free maintenance includes the replacement of oil filter, brake fluid and gear oil and the addition of gasoline cleaner.

　　Qin’s engine oil and oil filter are replaced every 7500 kilometers. In addition, the air conditioner filter and air filter shown in the table are replaced once every 20,000 kilometers, the gasoline filter is replaced once every year or 20,000 kilometers, the spark plug replacement cycle is 25,000 kilometers, and the dual clutch gearbox oil is replaced for the first time at 55,000 kilometers, and then every 60,000 kilometers.

● Actual maintenance survey

　　We learned from BYD 4S stores in Chengdu that 4S stores all over the country are implementing the maintenance cycle and maintenance items given by the manufacturers in the maintenance manual, and the expenses are also based on the national unified standards. Let’s take a look at its specific maintenance details.

　　BYD has only provided Qin with one kind of engine oil at present, namely the original SM-class 5W-40 semi-synthetic engine oil, and the price is 282 yuan 4L. It is understood that this kind of engine oil is manufactured by FOSS Engine Oil for BYD, and it should have high reliability. From the table, we can see that the total maintenance cost of BYD Qin from car purchase to 63,500 kilometers is 3,768 yuan, and the price of each maintenance is not the same because of the different things replaced. Because the manufacturer presented some accessories and working hours for the first four routine maintenance, only the price of replacing other accessories was calculated for the first four times, excluding the price of oil, machine filter and working hours. The cost of replacing the oil and oil filter once is 372 yuan, which is the price of a small maintenance.

　　In addition, I need to explain a problem to you. Careful readers may see in the regular maintenance schedule (2) on the previous page that Qin needs to replace the motor coolant, which is the only thing that Qin needs to replace in motor maintenance. The replacement period is every 2 years or 40,000 kilometers. However, because Qin is a new car, after consulting BYD 4S stores in Chengdu, Chongqing, Guangzhou and other places, we all said that Qin had not come to the store to replace the motor coolant for the time being, and the relevant price standards of the manufacturers had not been issued for the time being. Therefore, we didn’t add the related expenses in the detailed maintenance price, and we will add them in time after we improve the information. I hope you will understand.

　　Judging from the price list of Qin’s accessories, the prices of various accessories are not high, and the replacement working hours are also at the average level of independent brands. The following table shows the maintenance price comparison between Qin and BYD Sirui, which uses the same gasoline engine. At the same time, Toyota Prius, which is also a hybrid vehicle, is added as a comparison for reference only. From the results, Qin’s comprehensive cost is the lowest, mainly because the first four maintenance are paid by the manufacturer, while the gasoline model Sirui equipped with the same engine has higher overall cost due to the difference of working hours in different regions.

● More accessories display

Summary:

　　Because Qin is a hybrid vehicle, many friends are worried that its maintenance price will be much more expensive than that of gasoline vehicles, but from our maintenance survey, we can completely dispel this concern, and the overall cost is cheaper than that of gasoline vehicles. The manufacturer has also considered it very carefully. First, the battery module warranty period is set to lifetime warranty, followed by four routine maintenance gifts. These factors make Qin’s later maintenance cost very low. Qin’s car owners, remember to maintain it after running in Niubei. (Text/Figure car home Shen Cheng)

Related links:

Speed up the force/details! Test BYD Qin first
//www.autohome.com.cn/drive/201402/717299.html

Thanks to the dealers who provided maintenance information:

Name:Sichuan shangdian automobile sales co., ltd
Address:Wenchang Section of Wuhou Avenue, Wuhou District, Chengdu
Telephone:400-868-6257

Pickups are rare compared with SUVs and family cars in life. For a long time, everyone only used them as a means of transportation, but the Great Wall never thought so. The launch of the "cannon" series played a role in the pickup market. Up to now, the global sales of Great Wall pickup trucks have exceeded 2 million, which shows that its image as a "tool car" has gradually faded.

Pickup truck is a very popular model in foreign countries. People go to Costco to buy things with big packages and need cars with good loading capacity. At this time, the advantages of pickup truck are more obvious, and people who pursue quality life in China are more and more fond of camping and other lifestyles, so pickup trucks are becoming popular.

At this Guangzhou International Automobile Exhibition, Great Wall also launched the pickup truck of King Kong Gun to enrich its Great Wall Gun series, which is another step towards the goal of global product layout with full lineup, full scene and full price coverage in the future. The Great Wall pushes the "explosive" pickup truck again, and the conductor of 2.0t+5m 6, how much will it cost?

The Great Wall King Kong cannon broke the stereotype of commercial pickup trucks in appearance, and people mostly stayed in the solemn and calm appearance similar to Ford Raptor. The appearance of the Great Wall King Kong Gun is very design-oriented, the overall style adopts the "minimalist" design language, and the front face adopts the blasting launching net, which is very powerful. The headlights are dot-matrix headlights at dawn, and the interior is a combination of LED light sources, which has a good sense of design and practicality. The side waistline is slender and has a sense of movement, especially the hot wheels-shaped wheels give people a bright feeling. A U-shaped dual-magnetic three-dimensional taillight echoes the shape of the front face, further enhancing the overall design sense. The overall feeling of King Kong cannon in appearance can be summed up in the word fashion, because it is very appetizing for young friends.

Sitting in the car, the Great Wall King Kong cannon doesn’t have many decorative elements, so it doesn’t have the gorgeous interior of a luxury SUV. However, the overall texture of the interior of the Great Wall King Kong Gun is still very good. It adopts a double-row seat design, which has the comprehensive ability to pull people and carry goods, and the rear space has been enlarged to further improve the ride comfort.

In terms of internal configuration, the Great Wall King Kong Gun has a car networking system. With the accumulation of lemon platform, a tool pickup truck can also be connected to the network in minutes, which makes young users fall in love instantly. This is the most direct benefit of the intelligent layout and platformization of the Great Wall. Therefore, the Great Wall King Kong Cannon can have rich functions, which is very advantageous compared with other competing pickups and gets rid of the simple and simple state of commercial vehicles in the past.

Let’s take a look at the measurements of this big guy. The length, width and height of the Great Wall King Kong cannon are 5635/1880/1815(1840)mm and the wheelbase is 3410mm respectively. The body is still very huge, and the domineering feeling is very good with some tall car owners, so pickup trucks are also the first choice for many fitness enthusiasts. In terms of details, the Great Wall King Kong cannon is also intimate with pedals, which makes it more convenient to get on and off. The internal dimensions of the container rail are 1820/1500/495(470)mm, respectively. The cargo capacity is also very good. At the same time, the new car will provide 235/65 R17 or 245/65 R17 tyre size for consumers to choose and build their own personalized pickup truck.

In terms of power, the Great Wall King Kong Gun will be equipped with a 2.0T diesel engine with model GW4D20M produced by Great Wall Motor Co., Ltd., and its maximum power is 166 horsepower. There is absolutely no need to worry about power. Not only the pickup truck of the Great Wall King Kong Gun, but all pickup trucks will not have weak power. Consumers can rest assured of this.

In addition, at this auto show, the Great Wall King Kong Gun showed us a special version for professional users in addition to the regular version. For example, the special edition of communication: several kinds of professional communication equipment are added to the cargo box of the vehicle. In some places affected by natural disasters, the original communication equipment may not work normally, and when the mobile phone network on the spot has no signal, weak coverage, network congestion and other conditions, an emergency communication vehicle is needed to provide voice and Internet access functions for disaster relief personnel. In some remote areas, the above support capabilities can be realized by satellite communication equipment. The Great Wall King Kong Gun itself has a strong passability, and it can be more comfortable to deal with areas that need this equipment.

King Kong Cannon Farmer Edition: The Great Wall King Kong Cannon Farmer Edition is a co-created model created by Great Wall and Extreme Flying Technology. The overall carrier of this model adopts aluminum profile structure, which has the characteristics of light weight, durability, good corrosion resistance and stronger bearing capacity. At the same time, there are special fixed card points for drones, unmanned vehicles and battery charging boxes. In addition, the Great Wall King Kong Cannon Farmer Edition is also equipped with a 290L wave tank and a high-pressure water gun, which can clean up pesticide residues in time and avoid corrosion of the car body and equipment. Before the Great Wall King Kong Cannon was introduced, this kind of vehicles were mainly large trucks, but in many cases, large trucks were not suitable for shuttling on narrow ridges. Therefore, in the past plant protection process, large trucks could only be parked on the roadside, and service players often needed to carry drones to narrower roads. Now, replacing the original truck with the Great Wall King Kong cannon can save the manpower for moving and improve the work efficiency.

Generally speaking, the truth of the Great Wall King Kong Gun has opened our eyes, which has broken the stereotype of commercial pickup trucks. Many netizens said that this car exploded after it went on the market, and the appearance of special models also proved the strength of the Great Wall King Kong Gun from the side, which made us look forward to the future Great Wall Gun series.

On December 1st, the xiaomiev.com in official website of Xiaomi Automobile was launched, but there is no information about the new car on the homepage. At the top of the webpage is the product pattern of xiaomi 13 ultra, at the bottom left is the propaganda picture of the bionic robot CyberOne, and at the bottom right is the words "Xiaomi’s self-driving technology made its debut, aiming to enter the first camp of the industry in 2024".

In addition, Xiaomi Auto’s WeChat WeChat official account and official Weibo have not been launched yet. In the third quarter earnings conference call, Lu Weibing, partner and president of Xiaomi Group, said that the target of mass production of Xiaomi Automobile in the first half of 2024 remained unchanged, followed by the second winter test, and the overall progress was in line with expectations.

As the time of release and production approaches, the information of Xiaomi Automobile is increasingly appearing in the public eye. On November 15th, the Ministry of Industry and Information Technology issued the Announcement of Road Motor Vehicle Manufacturers and Products (the 377th batch), and Xiaomi Automobile appeared in the catalogue. According to the announcement, Xiaomi’s new car is a pure electric car, named SU7 series. There are three versions of SU7 and SU7 Pro/SU7 Max, in which SU7 uses BYD battery and SU7 Pro/Max uses Contemporary Amperex Technology Co., Limited battery.

According to Tianyancha information, on the same day, Xiaomi Technology Co., Ltd. also applied for the trademark of "Xiaomi SU7", but the trademark type is "fitness equipment", which is not related to automobiles. At present, the application is waiting for substantive examination.

It is reported that the reason for applying for a trademark with the same name that has nothing to do with automobiles, or preventing other companies from using the trademark in categories that have nothing to do with the goods of the trademark owner, uses the popularity of the trademark to open up sales for their own goods, and thus damages the interests of the trademark and consumers. At this time, trademarks registered in the categories of goods and services that enterprises mainly operate are called "main trademarks", and trademarks registered outside other categories of goods and services are called "defensive trade mark". For example, if a fitness equipment company uses Xiaomi SU7 as its product name and misleads consumers, it will bring risks to Xiaomi Automobile.

Yinshi Finance noticed that Huawei adopted a similar strategy when registering the trademark of AITO. In addition to fitness equipment, it also classified jewelry, watches, leather goods and carpet mats, and all of them were successfully registered.

Laiyuan Mixiniu Entertainment

Text | Founder　 　

"Many stars want to do live e-commerce. They don’t know that this is much more complicated than they think. You need a very strong supply chain team, not your fans who stand there and talk can make money …"

　

A few days ago, Luo Yonghao made this speech on a hot search in Tik Tok. At the same time, he also set a flag, hoping to complete the target income of 10 to 15 billion this year. There are thousands of stars with goods. Why can Lao Luo get a drink alone and occupy a seat in the "Four Kings with Goods Live"?

The word "supply chain" was repeatedly mentioned in Lao Luo’s speech, which reflected the hidden e-commerce operation system behind the seemingly simple live broadcast. At the first Tik Tok E-commerce Ecological Conference that Lao Luo appeared this time, Tik Tok first proposed the concept of "interest e-commerce": an e-commerce based on people’s longing for a better life, satisfying users’ potential shopping interests and improving consumers’ quality of life.

　

In other words, traditional e-commerce relies on users’ search behavior, while Tik Tok e-commerce relies on "short video-based interest content" to actively provide Amway good things for users and lead the improvement of people’s quality of life. After the "interest e-commerce" strategy has landed, or the brand store broadcast has ushered in a big outbreak, the traditional star live broadcast has an uncertain road ahead.

On the other hand, bid farewell to "the first year of star live broadcast with goods". In 2021, the world of star goods will no longer grow wildly, and most brands have a good idea about the strength of each big coffee. After the big waves, the stars who have not made a successful start will fly away, and the remaining "gold" will either return to the main business of performing arts, or face the decline of GMV cliff, or gradually delegate power to their disciples …

　

Star live broadcast with goods 2021, the situation is changing.

"First year" in 2020 and "Fever" in 2021.

"The destination of stars is to bring goods."

　

In the just-concluded Tucao Conference 5, Viya, a "sister with goods", made fun of the trend of stars grabbing her job. Due to the epidemic situation, film and television winter, 2020 is indeed the "first year" when stars flock to the live broadcast room.

　

However, only one year later, seeing him rise from a tall building, seeing him entertain guests, and seeing his building collapse, the star is becoming a cash cow in the eyes of the live broadcast platform, and it is no pity to abandon it. The market is "cooling down".

　

Open the "Star Cafe Kanban" with the data of Gourd for nearly 30 days. No matter the platforms of Amoy, Shake, Express and Beijing, the average sales of most star live broadcasts are below 10 million, and only Zhang Ting, Stephy, Tu Lei and Hu Haiquan are higher than this figure.

Among the four, Zhang Ting faded out of the entertainment circle for a long time, and now her main identity is the founder of Wechat business brand TST. Strictly speaking, she is more inclined to businessmen than stars; Tu Lei, who scored 27.86 million sales per game, is best known as the emotional tutor of Tianjin Satellite TV’s people’s livelihood mediation program "love battle". It is also far-fetched to call him a star.

　

In terms of monthly total GMV, from last year to this year, all the stars have an amazing falling curve. According to the statistics of Hulu, in the second half of last year, eight stars, including Zhang Ting, Tamia Liu and Lin Yilun, achieved GMV of hundreds of millions in some months, but only Luo Yonghao can do it this year.

　

On the one hand, the decline of GMV per game, on the other hand, the sharp drop of broadcasting frequency. With the spread of the epidemic and the revival of the entertainment industry this year, many stars who originally brought goods because they were "idle at home" began to shift their focus back to their main business, and it was inevitable that they could not do their best to bring goods live.

　

Tamia Liu, the "Liu Yidao" who once dominated Taobao’s cargo industry, only broadcasted two shipments in the past 30 days, with an average sales of only 6.095 million; Last year, the last live broadcast of Li Birthday, which had a stable record, had to be traced back to January 17, and it had not been broadcast for nearly three months, and his live broadcast only achieved 9.2768 million sales. As for Michael Chen, Stephy and others, they can only keep one or two live broadcasts every month.

　

Another phenomenon is that stars gradually fade out of the live broadcast room, and more and more frequently they are handed over to new anchors to replace them. For example, in Luo Yonghao’s live broadcast room, on the surface, the "daily broadcast" has increased the frequency, but in fact, Lao Luo’s appearance times are getting less and less, and the audience is even tired of watching new anchors such as Zhu Xiaomu, Li Zheng, An Tian and Lin Duola, because they really appear too many times.

Standing at the node of 2021, the world of star goods delivery has undergone more than a year’s evolution. Brands have more or less gradually realized the truth that "flow is not equal to sales", and there are fewer sloppy projects that blindly attract stars into the game. Nowadays, the remaining high-quality star goods are gradually evolving in two fixed directions.

　

The first category is the mode of "head anchor+traffic star assistant". In fact, "supporting performance" may be a more suitable position for stars than "solo anchor" to bring goods. Visiting the live studio in Li Jiaqi and Viya and participating in it as a supporting actor can not only ensure the professionalism of the delivery operation process, but also interact closely with the anchor, and it is easy to be fired into a loud "out-of-circle event".

　

For example, last month, "Lu Han walked into the live broadcast room in Viya and changed to eat and broadcast" boarded a hot search. In the live broadcast, he ate and drank hot pot and barbecue without idol burden, which made the topic reading volume soar to 670 million; A few days later, Dilraba appeared in the live broadcast room in Li Jiaqi, announcing the new drama "Long Songs", hoping to finish the announcement task efficiently while mentioning the hot search.

The second category is that the star leads a supply chain team, the establishment of MCN company, or the star actively signs a contract with MCN to obtain MCN’s full set of live technical support. For example, Luo Yonghao’s "Make Friends" team signed a note for Stephy and other stars to provide live broadcast solutions for a long time.

　

No matter what kind of form, the above-mentioned star live broadcast with goods is becoming more and more professional. Brands are no longer superstitious about inviting high-flow stars to create momentum, but more calmly choose stars with experience in goods cooperation, and match the most suitable goods according to their people’s settings, and operate the projects with goods with stars more finely.

The stars belong to MCN?

Where will the star live broadcast take the goods?

　

First of all, it must face the competition with other modes of carrying goods. Combined with the macro e-commerce ecology, whether it is the "interest e-commerce" first mentioned by Tik Tok or the "content+private domain" live e-commerce that Aauto Quicker has been talking about, its core is to create an immersive shopping scene for users to "tap their potential consumption needs".

　

In this respect, "brand shop broadcasting" is a new threat. According to "Flying Melon Data: Trend Report of Brand Store Broadcasting in 2021", in February 2021, the number of brand store broadcasts nearly doubled compared with January; Up to now, Tik Tok’s brand-name store broadcast sales have accounted for more than 50% of the total sales.

The advantage of brand store broadcasting is to bring users a "cloud shopping" experience, especially watching clothing store broadcasting, which is very similar to walking into a clothing store in a shopping mall. The way the anchor controls the rhythm and mobilizes the atmosphere in the live broadcast room is very close to the shopping guide scene that the public is most accustomed to; And brand stores communicate seamlessly online and offline, and it is easier to carry out profit concessions, so it is easier to obtain high conversion.

　

Of course, star live broadcast also has its competitive advantages, that is, high traffic and the spread of endorsement effect. In public cognition, the appeal of stars is usually far greater than that of brands. It is easier to occupy users’ minds by using celebrity endorsements to bind with brands than by directly and rudely preaching brands.

　

In addition, if the star live broadcast wants to compete with the brand store broadcast track, the most essential thing is the positive contest of live broadcast frequency and live broadcast time. This means that stars who are interested in live e-commerce must adopt a "professional" attitude, one is to ensure a stable and continuous live broadcast frequency, and the other is to cooperate with excellent supply chain teams.

　

From this point of view, this is why a large number of middle-aged stars, artists who have left the entertainment circle, and stars below the third line will be active in the live broadcast room. Cao Ying and Lin Yilun, "representatives of middle-aged stars", Zhang Ting and Ye Yixi, "representatives far away from the entertainment circle", and Yu Zhen and Ji Jie, "representatives of stars below the third line", all of whose GMV are among the best in the industry.

As for the excellent supply chain team, it will become the core factor to determine the star GMV in the future. As Lao Luo said, the biggest contributor to the live broadcast is not the anchor, but the supply chain team behind it. If there is no foundation of supply chain, even if you are eloquent, you can’t bring goods. People, goods and fields are indispensable.

　

In fact, keen artists have long smelled the changing trend of stars with goods. In the middle of last year, Hu Haiquan, who is a musician and an investor, has been personally involved in every link of product selection, script planning and live broadcast. In June last year, he conveniently founded MCN Company Jujiang Xingchen, and signed a number of artists such as Yu Zhen, Li Naiwen, Charmaine Sheh and Jiang Shan to form a live matrix.

　

When he settled in Aauto Quicker, Hua Shao founded a brand-new MCN company in the same period. He hoped that his live broadcast career would last at least three to four years, and he could build the brand of "Feizaihua Department Store" by accumulating users in the future, so as to develop his own brand supply chain in the future.

　

At the Tik Tok E-commerce Ecological Conference, Luo Yonghao took another step forward. On the one hand, he announced that he would serve more stars and online celebrity through accumulated supply chain capabilities; On the other hand, the "Make Friends" brother company will start the education and training for anchor online celebrity, with Lao Luo as honorary principal and training lecturer.

　

This sends at least two signals. First, for the stars, "making friends" may be the best service provider for the current stars to live broadcast. Previously, they provided a full set of live broadcast solutions for Stephy, Li Dan, Jerry Lee and others. Now, Qiwei’s average sales have reached 30 million. Become a "friend of Lao Luo", or the best destination for all stars to bring goods in the future.

Another signal, for the new anchor in the industry. On the one hand, Lao Luo will build a group of high-quality and professional anchor teams to improve the employment environment of low-quality "gang-type" anchors in the past; On the other hand, he stressed that on the basis of laying a solid supply chain, excellent amateur anchors may not be inferior to stars in bringing goods, and among them, Li Jiaqi and Viya are likely to be born.

　

From this trend, the future industry will be divided into two parts: a group of stars with stable live broadcast time will be advanced to "professionalization" under the system of self-built supply chain; High-quality new anchors trained by professionals have the opportunity to grow into independent Li Jiaqi and Viya.

　

In the future, the live broadcast with goods will be surging.

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　　Recently, a female anchor named "Eating Food Feng Jie" on a video platform uploaded a large number of videos, including many performances of eating strange things raw. Some netizens broke the news that the woman was suspected of being controlled by a man and was coerced to perform. However, after investigation by Handan police, the woman and the man have a mother-child relationship. In order to increase the number of clicks, the two jointly planned, performed and released videos.

　　According to the investigation by the reporter of Jinghua Times, the content of the video platform is diverse, and it is not only the "food-eater Feng Jie" who attracts people’s attention with "masochistic" performances such as raw food, but also some videos are full of suggestive content. The reporter learned that the platform has hundreds of thousands of fans when users are underage. These anchors earn income through advertisements or live broadcasts, with an average monthly income of at least 10,000 yuan.

　　case

　　Aunt suspected of being coerced, recorded video, police investigation showed that it was planned.

　　A female anchor named "Chihuo Fengjie" uploaded a large number of videos through a short video software, with 132,000 fans. The anchor claimed to be 48 years old, a retired worker, single and childless, and his hobby was "eating something that ordinary people can’t eat". The video released by "Eating Food Feng Jie" mostly shows eating "special items", such as swallowing goldfish alive, eating light bulbs, eating live eels raw, eating breadworms, cacti and so on.

　　The reporter noticed that in the above video, the number of clicks on the performance of eating light bulbs reached 2.741 million. The performance of "swallowing goldfish alive" reached 733,000 hits.

　　On June 3rd, a netizen posted that Weibo suspected that the woman was under duress. "My aunt does something that normal people don’t do every day. I paid close attention to the look on her face when she took the video, and I felt as if she had cried. " Some netizens said that they had heard someone in the video urging the aunt to eat quickly. "The voice is very small, but you can still hear it if you listen carefully." According to the screenshot of the live video released by netizens, some netizens suggested that the aunt "took off her glasses when she was controlled", and then the woman took off her glasses. This detail makes netizens more suspicious that women are being coerced.

　　Soon after, some netizens exposed the photo and video platform account of the man suspected of controlling the woman, and posted a screenshot of the chat record. In the screenshot, the man said, "I am the nephew of my aunt. I just control her and let her make money for me. I will beat her if I don’t make money."

　　The matter continued to ferment. As of 6: 30 pm on June 3rd, the topic of "Aunt was suspected of being forced to record videos" was read by 92.735 million people in Weibo.

　　On the afternoon of June 3rd, the police in Handan released an investigation report on this matter, and the related video was confirmed by the police in Handan. In the video, the aunt (Chen Mou, 45 years old, from congtai district) and the online man (Wu Mou, 24 years old, from congtai district) were in a mother-child relationship. At present, Chen Mou’s physical condition is normal, with no obvious scars. The two confessed that many times through the video platform, they jointly planned, performed and released videos such as "eating strange things" to attract the attention of netizens and increase the number of video clicks. At present, the police have extracted pre-processed cactus, Chili noodles and other performance props, and are further investigating the relevant situation.

　　Subsequently, the video platform released a message in its official Weibo, saying that the police investigation results had been announced, and the platform would strengthen management. That night, "Chihuo Feng Jie" cleared all previous videos and released a new video in which she declared that she was not intimidated. The reporter noticed that as of around 8 o’clock that night, her fans had soared to 293,000. However, this "clarification" video released by "Chihuo Fengjie" did not quell the doubts of netizens, and many netizens called on the police to continue the investigation.

　　After 95, the boy risked drinking "fire wine" and bluntly said that it was also catharsis in order to increase the powder.

　　The reporter found that in the video platform, there are not a few "masochistic" people who perform eyeballs by eating special things raw. Among them, three post-95 boys named "Social Seal Brother" (hereinafter referred to as Xiao Xi), "Yellow Brother of the Central Plains" (hereinafter referred to as Xiao Huang) and "Bo Brother of China" (hereinafter referred to as Xiao Bo) are from Shandong, Henan and Zhejiang, and most of their recorded contents are "Xiao Xi". Three people met and formed a combination through the video platform. Among them, Xiao Xi is the youngest and has the largest number of fans, which is 375,000, while the other two have more than 100,000 fans.

　　In an interview with the Beijing Times reporter, Xiao Xi said that he is 17 years old and a sophomore, but he is currently in a state of suspension. He spends a lot of energy on the video platform and hopes to be a full-time video anchor in the future. He introduced that as long as the recorded video can be recommended to the homepage of the video platform and become a "hot video", the number of fans will increase substantially.

　　In a video he recorded recently, "Challenge 40 Cigarettes", he stuffed cigarettes into his nostrils and mouth, lit them at the same time, and swallowed the ash, with a painful expression. And the video has reached more than 3 million. Previously, he also released videos such as "Challenge 20 cigarettes" and "Eat 4 cigarettes".

　　Xiaobo is 18 years old. In an interview with reporters, he said that he once ate two live turtles and performed "biting" lighters. "My number has only been played for one month, and the number of fans has risen to hundreds of thousands." And he himself did not think too much about the consequences before doing these challenges. He said that most of the experiences of eating raw food did not bring discomfort to his body. Only once, when he recorded a video of eating Chili powder, he was dizzy. "I fainted for three or four minutes and felt particularly heartbroken. Later, I spit it out."

　　In addition, an accident almost happened in another recording. Xiaobo said that in the video "Drinking Fire Wine" recorded by Xiao Huang, the flame in Xiao Huang’s cup spread with the spilled alcohol, igniting his pants and causing abdominal burns. The reporter found that Xiao Huang was carrying a burning glass of white wine. At first, he lit a cigarette with the fire in the cup, and then an accident happened, ending the video recording in chaos. He himself said, "I wanted to try to spill a little bit to prove to netizens that it was real wine, thinking that the fire would go out soon, but I didn’t expect it to get up. I was very scared at that time. Fortunately, someone around me helped me put it out with water. " In this accident, his foot was stabbed by broken glass.

　　When the reporter asked why he was willing to take risks to record such a video, Xiaobo bluntly said, "It is also a catharsis for the sake of rising powder." The growth of fans has given him a sense of satisfaction that he never got in the real society.

　　The anchor can withdraw cash if he receives a virtual gift with pornographic content.

　　The reporter observed that some anchors on the video platform gain attention with vulgar and pornographic content.

　　Take the user’s "laughing at four bottles" as an example. The video posted by the user is marked with words such as "sexual abuse" and "crazy car shock". Some videos are recorded in bed, and a man and a woman or a man and a woman tell pornographic jokes in the form of dialogues and short plays to simulate adult indecent pictures.

　　In addition, some users attract fans with exposed costumes and provocative behaviors, and some users wear sexy pajamas to record videos in their bedrooms.

　　The anchor named "Dong Damei" often takes selfies in sexy clothes. In a recent video she recorded, she sang lip-synching in front of the camera in red sexy pajamas, and the video was played 422,000 times. The anchor told the Beijing Times reporter that she is 24 years old and has been registered on the video platform for less than 4 months, and the number of fans has gradually accumulated to more than 200,000.

　　She introduced that in addition to recording videos, she occasionally broadcasts live on the video platform. "In the live broadcast, fans will keep brushing gifts for me."

　　It is understood that these virtual gifts need to be purchased using the virtual currency of the video platform. The reporter saw on the virtual currency page that 6 yuan can be used as the virtual currency of 42 yuan, while the gifts that can be purchased by virtual currency include flowers and lollipops, and the crown with the highest value costs 188 virtual currency. After the live broadcast, the system will convert the gift into a yellow diamond. An anchor introduced that after sharing with the platform, 10,000 yellow diamonds will be converted into 5 yuan RMB, and the anchor can withdraw cash in the background.

　　Dong Damei said that in a live broadcast lasting about half an hour, she received a total of 30,000 yellow diamonds.

　　In addition, Dong Damei published her own WeChat account in her profile, and fans constantly added her as a friend. Dong Damei said that the number of his friends has reached the upper limit. These friends have also become potential buyers. The reporter noticed that she posted information about selling gold jewelry in her circle of friends every day to generate income.

　　High school students and their mothers perform together to keep fans watching mobile phones frequently.

　　The video platform anchor "Qizihang Running" has 878 works and 650,000 fans. You can click a video at will, and the number of plays ranges from 200,000 to 600,000.

　　Open his homepage, almost all his works are in cooperation with his mother. In the video, he has a clean face, bangs are carefully cut, he wears a white or black coat, plays guitar with his hand, and completes songs with his short-haired mother. The video length is about 1 minute. Compared with the sexy woman who often shows her flesh on the video platform or the anchor who takes the funny and vulgar route, his style is somewhat "small and fresh".

　　Qi Zihang told the Beijing Times reporter that he was only 18 years old two months away from Liaoyang, Liaoning Province, and he was a student who was about to take the college entrance examination. He began to spend energy on the video platform last year. In the earliest works, "Qi Zihang Running" was still a male student who mainly recorded his life and practiced guitar singing by himself. He tried to play "diors man" with friends, and most of the videos were played below 50,000 at that time.

　　A year ago, the broadcast volume of "You Love Her So Much" with my mother reached 760,000. Many people commented that his mother was young and beautiful and sang well, and praised the mother-child combination. From then on, they began to perform with her, showing her talents such as playing guitar and singing.

　　Qi Zihang said that singing and playing guitar is just a hobby. He has played for five years but has never received professional training.

　　Qi Zihang admits that he studies in general, doesn’t like learning, likes being in diplomatic friends, and likes to use his brain. "The form of singing with my mother is my own idea, in order to attract more people’s attention." He revealed that in addition to the video software, he also uses QQ and Weibo. He has several micro-signals. "Sometimes two mobile phones are too busy." There are only 71 states and more than 7,000 fans in Weibo with the same name. He bluntly said that in addition to sleeping, he looked at his mobile phone at least once every five minutes to maintain his fans.

　　survey

　　Divided into plus advertising revenue, the anchor can earn 10,000 yuan a month.

　　The reporter’s investigation found that these "reds" who have hundreds of thousands of fans on the video platform have a high income. Behind the huge fans is the economic income that cannot be underestimated. The gifts sent by fans in the live broadcast can be discounted. In addition, the anchor also has advertising income. Some of the anchors are underage.

　　Although he is still under the age of 18, when it comes to the process of fan accumulation, Qi Zihang has a mature state, "insist on making it, and make it as a career." He said that if you send more, the number of people who like it will be more, and you will have the opportunity to be popular. After the exposure probability increases, the number of fans will gradually increase.

　　Ganlu, an anchor who is famous for his imitation on the video platform, told the Beijing Times reporter that he added an advertisement to the video to charge 300 yuan and made a separate advertisement video to charge 500 yuan. His fans are only 120,000.

　　Qi Zihang, who has 650,000 fans, said that his advertising fees ranged from 1,000 to 2,000 yuan. In addition, the gifts sent by fans in the live broadcast are discounted after 50-50 split with the platform. He is still in the third year of high school. "Although the monthly income is unstable, there is an average of 20,000 per month." According to Qi Zihang, he only used his spare time to send videos every two days. "My parents are very supportive."

　　Xiao Xi, who has more than 300,000 fans, revealed that his average monthly income ranges from 20,000 to 30,000 yuan. Once the video is promoted to the homepage of the video platform, the advertiser will contact him actively. "There are people who sell mobile phones and people who sell clothes to advertise with me." The way of cooperation between the two parties is that advertisers record or users personally record videos containing advertising information. "Hang in my account for 24 hours and charge 600 yuan for each advertisement."

　　Xiaobo said that his monthly income is unstable, with an average of about 10,000 yuan. He recalled the time when he earned the most money, earning 7000 yuan a day. On the same day, after he released a popular video and was promoted to the homepage by the platform, he received invitations from many advertisers. Xiaobo said that he would not choose the content of advertisements. "In the past, as long as the funds were in place, they were given, but they suffered a loss." He revealed that he had been blocked by the platform for one month for publishing an advertisement containing horror pictures. As a result, his fans dropped sharply and his own income was also affected.

　　Expert opinion

　　Video platform generates revenue by novelty content.

　　Why do videos that eat live worms and cacti raw, challenge smoking and are full of sexual suggestive content get hundreds of thousands of hits? In this regard, Wei Chao, dean of the School of Journalism and Publication of Beijing Institute of Printing, said that curiosity is one of the most basic instincts of human beings, and it is not surprising that people like to pay attention to these contents. In order to gain attention and create income, a large number of content will emerge that caters to the audience’s bad taste, and some content even reaches the level of absurdity.

　　The original intention of the platform to expand its influence and attract attention is understandable, but if it attracts attention with vulgar and pornographic content, it may get instant traffic in the short term. But in the long run, it is not good for the brand building of the platform, which will eventually damage the brand value of the platform.

　　From the perspective of the public and the social responsibility of platform enterprises, it is irresponsible for the platform to always cater to the low-level evil tastes of human beings and attract attention with ridiculous content, which is also not conducive to the construction of online media.

　　Wei Chao said that the main regulatory object of relevant departments is the platform. In China, there is no so-called pre-examination, and more is to require platform enterprises to conduct self-discipline.

　　Chen Lidan, a professor at the School of Journalism, Renmin University of China, believes that the platform is mainly responsible for the reason why netizens pay so much attention to such content. The platform selectively promoted relevant videos to its homepage, which contributed to the spread of such videos.

　　Chen Lidan said, "This is a platform-oriented issue." The communicator is the controller who controls the whole communication. The poor quality of the communicator will also affect the audience. The reason why the platform favors such content is mainly due to the pursuit of click-through rate and the idea of making profits.

　　The behavior of minors as anchors should be standardized

　　In view of the possible impact of minors’ entry into the short video platform as anchors and the harm of pornographic and vulgar content on the platform to teenagers, the reporter of Jinghua Times interviewed Professor Zong Chunshan from the Youth Legal and Psychological Counseling Service Center. He said that this is a new phenomenon after the Internet approached life. The Internet is a double-edged sword. On the one hand, the Internet lacks management, and there are lagging problems in national legislation and the self-ethics of Internet platform enterprises, which makes a lot of vulgar and unsuitable content appear on the Internet. And because the internet has no boundaries, both adults and minors can access these contents. Such an environment has a great influence on children’s physical and mental health, in a sense, it will affect their values, outlook on life and even their sexual orientation.

　　Zong Chunshan further explained that minors lack the ability to distinguish some information, such as some vulgar gender content, which will make minors misunderstand that gender relations are so naked, without emotion and responsibility, and their outlook on life will be affected.

　　On the other hand, minors also discover that they are the masters of the Internet, and they can make use of the Internet in a positive way. However, at present, more often than not, excessive addiction to the Internet makes people feel empty, and some minors will feel anxious when they leave the Internet, which also makes them spend more time on the Internet.

　　Zong Chunshan does not encourage minors to be anchors on live or short video platforms and become so-called "red people". Because minors lack the ability to distinguish things, it is easy to spread vulgar content and unhealthy content as their own content. This will do great harm to themselves and society, and will inevitably affect their studies, and more importantly, it will affect their real life.

　　He reminded parents not to let their children take the route of online celebrity and stars too early. "This is an unhealthy orientation." It is not suitable for minors to enter the entertainment industry as soon as possible. The entertainment industry is a "playground" for adults, and there are many contents that minors cannot adapt to. However, the rules of the Internet game will make underage anchors face accusations, abuse, insults and temptations from many netizens, which is too cruel for an immature child, and parents need to strengthen guidance.

　　Zong Chunshan suggested that the relevant departments should regulate the participation of minors on the Internet, and the relevant departments should speed up legislation and research and introduce protective policies to prevent minors from getting involved in this issue too deeply. In addition, the management of Internet information should be strengthened, and the content on the Internet that is not beneficial to minors’ body and mind should be avoided as much as possible. Relevant departments should restrict platform operators through legislation, so that they have no loopholes to exploit.

　　Lawyer’s statement

　　Playing erotic edge ball is against public order and good customs.

　　Jiang Jian of Beijing Xiongzhi Law Firm believes that according to the provisions of China’s criminal law, obscene articles refer to books, periodicals, films, videos, pictures and other obscene articles that specifically describe sexual behavior or explicitly promote pornography. However, at present, according to the contents displayed in videos and pictures, it is not enough to be regarded as obscene articles in criminal law. Therefore, it cannot be regarded as the crime of spreading obscene articles, organizing the broadcast of obscene audio-visual products, or organizing obscene performances. If it is suspected to constitute a crime, the public security department should identify it according to the investigation results. However, in general, some anchors’ behaviors such as playing the erotic edge ball and catching the eye with sexual hints such as yellow paragraphs violate public order and good customs, and relevant state departments should issue corresponding laws and regulations to regulate them.

　　Han Xiao, a lawyer from Beijing Kangda Law Firm, said that many performances provided by the video platform are obviously provocative and suggestive, and whether they are obscene or not should be confirmed by the police. If it is constituted, according to the provisions of the Decision on Maintaining Internet Security, it is suspected of illegal and criminal acts to establish obscene websites and webpages on the Internet, provide links to obscene websites, or disseminate obscene books, films, audio-visual and pictures.

　　Lawyer Han Xiao said that in recent years, with the rapid increase of mobile communication devices and terminals, the crime of obscene articles has once again shown a rampant trend. On the one hand, there have been great changes in the mode of communication. Compared with the mode of communication of computer websites, the mobile terminal APP with huge installation has a faster spread speed and a wider spread range. At the same time, the forms of obscene articles themselves have also undergone tremendous changes, and they are no longer limited to previous novels, pictures and videos. Various live broadcast platforms and live broadcast software emerge one after another. With these platforms and software, the so-called "anchor" uses various actions such as teasing nudity and sexual suggestion to win eyeballs, gain attention and gain economic benefits from them.

　　However, due to the current development of network technology, the corresponding backward network supervision technology and imperfect supervision system make it more difficult to supervise the network and mobile communication terminals.

　　Jinghua Times reporter Wu Hongli Fan Rui

　　On November 26th, the 21st Guangzhou International Automobile Exhibition came to an end. The ten-day exhibition attracted a total of 847,000 visitors. Compared with 760,000 person-times in 2019, it increased by 11.4%. This is also the first time that the number of visitors to Guangzhou Auto Show has exceeded 800,000. At the same time, the organizing Committee also announced thatThe next auto show will be held from November 15th to 24th, 2024.

　　On the same day, because it was the weekend, the exhibition ushered in the peak of passenger flow, and many consumers rushed to place orders directly. Near the end of the year, with the listing of new cars, favorable policies, promotion of car companies and other effects gradually emerging, automobile production and sales are expected to continue to grow.

　　Price reduction promotion, auto show ushered in an order boom.

　　Guangzhou Auto Show is the last large-scale auto show this year. Around the end of the year, major manufacturers have tried their best to increase terminal promotion.

　　BYD booth, the audience jostled shoulder to shoulder. Many passengers got into the new car and got in-depth understanding of the control details such as intelligent driving with the staff. In the negotiation area on the second floor, consumers and staff with calculators got in-depth understanding of the price and configuration. "It just happened that BYD cut the price again, and now it’s almost ready to shoot." Zhang Yi, a prospective car owner from Shunde, said.

　　This is BYD’s second price cut this month. At the beginning of November, BYD announced the launch of preferential activities for five models, with the preferential range ranging from 5,000 yuan to 18,000 yuan. With the accelerated transformation of automobiles to intelligence and electrification, the "wide goods" represented by BYD are favored by consumers. The data shows that BYD’s sales of new energy vehicles reached 1.86 million in 2022, and it is expected to exceed 3 million this year.

　　"The popularity of new energy vehicle booths is significantly higher than that of fuel vehicles." After visiting the auto show, Zhou Fatao, secretary-general of Guangdong New Energy Automobile Industry Association, said that the auto show is special, not only because of the dense cluster of brands and large traffic, but also because this lively atmosphere will stimulate consumers’ desire to buy each other.

　　In order to cater to consumers’ mentality of "buying a car to go home for the New Year", the official selling prices announced by many first-time models are lower than market expectations and even lower than those of the previous generation models. For example, Polar Star 4 released during the Guangzhou Auto Show, the delivery price is 299,900 yuan to 399,900 yuan, which is about 50,000 yuan lower than the price displayed at the Shanghai Auto Show in April. Geely Automobile also led a number of brands such as Lectra to launch a "price offensive".

　　In order to further promote consumption, Guangzhou Auto Show also introduced the "live broadcast with goods" mode. There are car critics and live broadcasters holding microphones, supporting tripods and talking to the screen of mobile phones everywhere in the booth.

　　At the same time, the booth staff will also explain the models and distribute coupons and car purchase benefits to online audiences. The traditional car booth is transformed into a large live broadcast room, which further drives consumers to place orders.

　　The technological advantages of new energy vehicles are being transformed into real money orders. The pre-sale of Zhijie S7 was opened for 4 days, and it was set to exceed 10,000 units; Haobo HT36-hour orders exceeded 10,000 units, and the cumulative orders exceeded 30,000 units … During the auto show, major car companies released "transcripts" one after another, showing great enthusiasm of consumers.

　　With the help of policies, car sales are expected to hit a new high.

　　As a mass consumption, automobile consumption is an important starting point for stabilizing the economy and promoting consumption at present. And policies often play an important role in promoting consumption.

　　Just a few days ago, the general office of the provincial government issued "Several Measures to Further Boost and Expand Consumption in Guangdong Province", which proposed a number of measures to further promote consumption of automobiles. For example, Guangzhou and Shenzhen further relaxed the application qualification for car purchase indicators, and this year Guangzhou increased the quota of 50,000 unplanned energy-saving fuel vehicles. China Merchants Securities believes that relaxing the automobile purchase restriction policy is a low-cost and quick-acting stimulus, which can fully release the consumption potential.

　　Increasing the index of energy-saving fuel vehicles has also accurately stepped on the needs of consumers. Feng Xingya, general manager of Guangzhou Automobile Group, said during the Guangzhou Auto Show that new energy vehicles continued to grow this year. Among them, compared with pure electric vehicles, energy-saving vehicles such as extended-range and plug-in vehicles grew faster.

　　"Taking advantage of Guangzhou’s increase in energy-saving fuel vehicle indicators, I plan to buy a plug-in hybrid vehicle, and I don’t have to worry about queuing for charging on the expressway when I return home." Mr. Liu from Jiujiang, Jiangxi Province went straight to GAC Toyota. This time, his "Heart Water" model is a hybrid version of Toyota Lei Ling, and the maximum cruising range of the new car is close to 1000 kilometers.

　　Driven by various consumption promotion policies, automobile marketing activities and a large number of new models, Guangdong’s automobile industry has shown a pattern of booming production and sales. According to the statistics of Guangdong Automobile Industry Association, from January to September this year, the production and sales of automobiles in the province were 3,558,100 and 3,504,300 respectively, up by 14.9% and 15.1% respectively, which was much higher than the national production and sales of 7.3% and 8.2% from January to September.

　　After years of continuous decline, car sales are expected to rebound and hit a new high this year. Lang Xuehong, Deputy Secretary-General of china automobile dealers association, said that with the activities in double 11 and the year-end sales of car companies and dealers in December, the domestic retail sales of passenger cars in 2023 is expected to be close to 22 million, which is expected to achieve a 5% growth.

　　[Written] South+Reporter Gao Xiaoping Wei Yuquan

　　[Photography] South+Reporter Wang Juntao

　　[Coordination] Southern+reporter Guo Xiaoge

　　Campus popular culture is becoming an important way for college students to express themselves. Bright pictures/vision china

　　Perspective of educational reform

　　editorial comment/note

　　I like online literature, and I am keen on chasing foreign film and television dramas. I say "Meng Meng Da" and write "Martian". This is the cultural life picture of many college students at present. Together with spoof culture, enthusiasm for textual research, fanaticism about idolize and fashion consumption, they constitute the popular culture of colleges and universities that is popular on campus. What is the fundamental reason for the popularity of popular culture in colleges and universities? From this, what trends of current pop culture phenomena can be seen? What makes such a culture go deep into the hearts of college students? How to guide students in popular culture? In recent years, Wang Ying, an associate professor at capital university of economics and business Marxist Institute, has been tracking popular culture in colleges and universities for a long time, and our reporter interviewed her in this regard.

　　1. Popular culture in colleges and universities is associated with fashion, but it is quickly "switched".

　　Reporter: What are the main manifestations of popular culture in colleges and universities?

　　Wang Ying:Popular culture in colleges and universities can be divided into network culture, foreign culture, language culture and behavior culture.

　　Network culture is mainly manifested in network literature, online games and online socialization. We know from the questionnaire survey that college students like online literature only less than classic works. College students are both online writers and the main source of online readers. For example, Zhang Weixuan (pen name Feng Qingyang), a post-90s college student of Hubei University of Technology, as the signing author of 17K novel network under Chinese Online, has gained a large number of fans and millions of income by virtue of his network fantasy novel "Dragon Blood God of War". The attraction of online games to college students comes from its realistic scene design and imitation and transcendence of real life. At the same time, the influence of online games will also spread to the real life of college students, such as "God and horse are all floating clouds" and "tragedy" and other buzzwords all come from the online game World of Warcraft. Social networking mainly takes social networking sites and social software as platforms, such as Zhihu, Guoke, Renren, Kaixin, QQ and WeChat.

　　Foreign cultures occupy college students’ spare time with foreign film and television dramas, pop songs and variety shows. This leads to college students’ pursuit of foreign idol stars, clothing styles, food culture and brand products, the most typical of which is "Korean culture". At the beginning of 2016, Descendants of the Sun was a hit, and the cosmetics used by Song Hye Kyo, the heroine in the play, became the main target of college students’ online purchasing. Song Joong Ki, the actor of the leading actor, became the first of the top ten popular stars on campus.

　　Language and culture are mainly manifested in popular buzzwords on campus. Popular words in colleges and universities reflect more about the living conditions and emotional changes of college students, such as "being drunk", "being speechless", "being rich is willful", "single dog" and "mainly depending on temperament". Moreover, the emergence of buzzwords is almost related to a popular event at that time, such as "the boat of friendship turns over when it is said", "the power of the wild", "blue thin, mushrooms" and "people who eat melons" in 2016.

　　Mock culture, blind textual research, fanaticism about idolize and extravagant consumption are all popular behavior cultures among college students. In campus activities, college students often imitate popular dances, remake classic photos, and ridicule mainstream culture to play their own funny creativity and spoof spirit. In addition, such as buying the latest clothes in the season, doing all kinds of fashionable hairstyles, participating in exciting outdoor sports, attending various classes and starting their own businesses are all indispensable fashion elements in contemporary college students’ lives.

　　Reporter: What are the characteristics of popular culture in colleges and universities?

　　Wang Ying:Popular culture in colleges and universities is often associated with fashion. Although it can be quickly accepted by the majority of students, it has the characteristics of being quickly "switched". They are just a "game" for college students to know themselves and express themselves. Just as they borrow online buzzwords for irony and banter, they don’t use it to resist society, but are trying to participate in and transform society by their own strength. Popular culture in colleges and universities does not have the popularity of popular culture. It is a "minority" culture of a specific group and a popular culture that only happens among young college students.

　　2. Internal and external factors make popular culture popular in university campus.

　　Reporter: What do you think is the external cause of popular culture in colleges and universities?

　　Wang Ying:Economic globalization and the development of China’s market economy after the reform and opening up are the breeding ground for popular culture in colleges and universities. China’s reform and opening up has fostered an open social environment and cultural mentality. Under the trend of globalization, foreign pop culture is competing for beauty in China. The foreign popular culture, which is mainly based on film and television plays, has quickly grasped the psychological needs of young college students for innovation, rebellion and individuality with its excellent production and commercial operation. It not only opened college students’ eyes, aroused their curiosity, but even affected their cultural attitudes and values.

　　At the same time, the consumer society’s change of college students’ consumption concept has become the internal driving force of the flourishing popular culture in colleges and universities. With the gradual prosperity of family life in our country, the consumption power of college students who are mostly only children has also increased year by year, and colleges and universities have become the "cakes" for businesses to compete for. Merchants who follow the trend of profit are extremely sensitive to the popular trends among college students. Every "foreign festival", the merchants will take action, do enough atmosphere rendering and consumption induction, take out the students’ pockets and bring the carnival of the merchants. An invasion of the Korean Wave triggered the popularity of various Korean costumes, Korean cosmetics and Korean food.

　　In addition, the powerful communication function of mass media and the emergence of new media have accelerated the process of popular culture being popular in colleges and universities. With the development of internet, college students can understand social trends, watch Hollywood blockbusters and grasp popular elements without leaving campus. You can buy all kinds of fashion items online without leaving the dormitory. Some cultural concepts and contents excluded by the mainstream media have also crossed cities, regions and countries through computers, mobile phones and other media, entered the lives of college students, and influenced their thoughts, behaviors and judgments.

　　Reporter: You talked about external causes, but what about internal causes? Why can college pop culture affect college students’ hearts?

　　Wang Ying:The popularity of popular culture is not because of its profound content, but mainly because of its immediacy, which embodies the current life value of college students and satisfies their feelings, desires, pursuits and impulses at this moment. The nearly perfect idol star on the screen can attract fans to scream; The ups and downs of love stories in Korean dramas can make Korean drama fans cry or laugh; The grand and well-made online games on the network make those game experts feel like they are there. These popular cultures, which take audio-visual as the main form, can not only satisfy the sensory enjoyment of college students, but also infect their feelings and emotional changes with their contents that are consistent with their real feelings and internal needs.

　　College students are in the transition stage from adolescence to adulthood. They are eager to be independent and to rely on their own strength to gain respect and understanding from others, so they pay special attention to the evaluation, attitude and acceptance of the group. Popular culture in colleges and universities can effectively meet the needs of college students’ group identity. Similar costumes, similar languages and similar lifestyles can make college students feel that they are a member of the group. In order to gain the recognition of the group, college students will take the initiative to understand the popular culture of colleges and universities and help themselves to integrate into the group in order to gain a sense of psychological security. Conformity intensifies the infection, suggestion and imitation among groups, and promotes the spread of popular culture in colleges and universities.

　　Physiologically, college students’ bodies have matured, which makes them feel that they are adults. They don’t like being treated as "children" any more, and hope to be understood and respected. Therefore, they hold a critical attitude towards the opinions of parents and teachers and tend to accept them selectively according to their own understanding. Pop culture just caters to the psychological needs of college students. They can express themselves freely, show their individuality, be free from restraint and control, and their self-esteem and sense of adulthood are fully satisfied.

　　In addition, college students are in a critical period — — Promote their own socialization. The main tasks in this process are: socialization of knowledge and skills, socialization of political ideas, socialization of ethics, socialization of professional consciousness and socialization of value orientation. The popular culture in colleges and universities is playing a role in promoting the socialization of college students. Due to the closed campus environment, the contact between students and society is mainly through computers, mobile phones and other electronic devices. Therefore, through the Internet, popular culture in colleges and universities, with its strong penetration and coverage, has realized the "point-to-face" communication between college students and society, and has become an emotional expression outlet for them to understand, contact and participate in society. The ubiquity of the Internet also makes the life concept, values and beliefs conveyed by popular culture in colleges and universities penetrate into the hearts of college students, affecting everyone’s ideal pursuit and behavior choice.

　　3. Clever use of pop culture context, leading the mainstream culture value.

　　Reporter: What suggestions do you have for guiding popular culture in colleges and universities?

　　Wang Ying:Popular culture in colleges and universities not only greatly enriches and changes the spiritual and cultural life of college students, but also challenges the influence and educational function of mainstream culture among students. We should learn to skillfully use the context of popular culture to effectively realize the value guidance of mainstream culture in colleges and universities.

　　Today’s universities are moving towards ideological pluralism and cultural openness, and the independence, selectivity, variability and differences of college students’ ideological activities are also increasing. The group psychology of equal rights and the open information environment make the traditional authoritarian model and preaching indoctrination have no room. The construction of college students’ spiritual world is not from external compulsion and pressure, but from internal recognition and awakening. In order for the mainstream culture in colleges and universities to establish a correct ideological theory and enable students to form a recognition of mainstream values and a clear criterion for judging right and wrong from the bottom of their hearts, we must immediately understand the real ideological trends, psychological preferences and personality characteristics of college students, and earnestly pay attention to their internal demands and emotional needs, instead of simply, vaguely and rigidly overriding their life world.

　　At the same time, for today’s college students who often decide their information choice psychology by their own subjective feelings and direct experience of emotional likes and dislikes, the process of leading the mainstream value is not only the process of individual cognitive participation, but also the process of group emotional intervention, and they pay special attention to truth and respect. Therefore, the disseminators of mainstream culture in colleges and universities should adhere to the principle of equality, tolerance and openness, communicate and share ideas with students, listen to their voices and ideas more, give them more understanding, respect and guidance, reduce didactic and indoctrinating language in the education process, and use vivid online language and humorous expressions to bridge the "generation gap between teachers and students". By tuning into the same channel as the students’ discourse system, students can fully involve their own emotions and feel the same for the mainstream culture.

　　 (Reporter Wang Qinghuan)