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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