月度归档： 2024 年 4 月

　　At present, Li Jiru, a community cadre who has never been confused, has two college students: her son and her; One has just been admitted to the university, and the other has successfully obtained the diploma.

　　It turned out that in the spring of 2015, the Organization Department of Huangzhong County Committee of Xining City cooperated with Qinghai Radio and TV University, and 77 rural community cadres in the county, including Li Jiru, were admitted to the junior college class to upgrade their academic qualifications and received a two-and-a-half-year rural administrative management professional junior college education, which was the first in Qinghai Province.

　　Why did the village cadres go to the ivory tower for further study? What did you learn? What’s the use? Near the graduation season, we approached this group of special college students and listened to the collision and sentiment from the front line.

　　Lijiashan town najia village

　　A 17-point "failed student"

　　After some twists and turns on the mountain road, in late June, the reporter came to Lijiashan Town, 50 kilometers away from Huangzhong County. In the village Committee of Najia Village, Na Jinliang, a 44-year-old village party secretary, is sitting in front of the computer "fiddling". Outside the house, in the 2300-mu plateau potato field, red and white flowers have just blossomed among the green seedlings, and the growth is gratifying. "This is called the potato flowering peony!"

　　Poor mountain villages that were once remote and isolated also began to "touch the net". "I pulled the first broadband for the two committees of the village, and the potato will be sold on the e-commerce platform after the harvest in November." Lao Na told reporters frankly, "This is all by the junior college class ‘ Stimulate ’ Yes! "

　　In the spring of 2015, the junior college class enrolled students. "The organization department asked me to send the registration information by email." At that time, Lao Na was confused. "What is email?"

　　The bigger stimulus is behind: computer class, the first exam, 17 points; Make-up exam, 34 points. Lao Na felt: "Village cadres like me should be eliminated."

　　"Located in the transition zone between the northwest Loess Plateau and the Qinghai-Tibet Plateau, the county is surrounded by mountains on three sides, and its development is relatively backward. Most rural community cadres of the two committees have a weak cultural foundation and their professional quality needs to be improved urgently." Feng Yuanzhi, director of the organization department of Huangzhong County Committee, gave reporters a statistical table of the cadres of the two committees selected in 380 administrative villages in the county in 2014. The data shows that there are more than 2,900 village cadres of the two committees, with an average age of nearly 50, and less than 3% of them have a college degree or above.

　　"The county organized village cadres to study in Wuxi rural areas, and everyone was deeply touched." Zhang Kui, deputy director of the Organization Department of Huangzhong County Committee, told reporters that the natural conditions of individual local mountain villages are not even comparable to ours, but they rely on the development of bonsai cultivation to increase the income of the masses. "The village cadres in Huangzhong all feel that people are actively looking for food, and we are waiting for food."

　　In view of this, in order to improve the construction level of grass-roots organizations and the overall quality of cadres, and create a group of innovative rural leaders who are good at learning, have broad horizons and can get rich, the organization department of Huangzhong County Committee cooperates with Qinghai Radio and Television University, and Huangzhong County Radio and Television University undertakes to open a junior college class for upgrading the academic qualifications of rural community cadres in Huangzhong County … …

　　County TV University

　　College classes are not "guaranteed classes"

　　Stepping into the office of the county TV University, watching the paper "Analysis of the main problems in the reform of rural administrative management system" being bound, Li Jiru, a member of Jinta Community, breathed a sigh of relief to the reporter. "It was revised seven times before and after!"

　　School-land cooperation, rigorous procedures: the junior college class of village cadres in Huangzhong recruits students for the cadres of the two committees in rural communities in the county. "Applicants need to have high school and technical secondary school education, and those who are particularly outstanding or have made outstanding contributions can be relaxed to junior high school," Zhang Kui told reporters. A total of 77 students were enrolled in the first phase, including village party secretaries, village directors, accountants and community cadres.

　　Qi Zhuoma, director of the office of Huangzhong County Radio and TV University, introduced that the academic system of the junior college class is two and a half years, and the major is rural administration. "The courses offered are very practical, including rural policies and regulations, land use planning, tax basis, etc., with a total of 19 compulsory courses and 44 credits. The combination of centralized teaching, individual self-study and online learning is adopted, and the examinations are arranged by the school."

　　Li Jiru, 43, admitted to the reporter that her credit score was in the middle and lower reaches in the first semester. "Later, I found that the course content was very practical and closely combined with my daily work, so I started to study psychiatry. If I didn’t understand it, I had to ask my son who was in high school." As a result, she was "killed" in the second semester and ranked in the top three in the class after the third semester. "Market research and business situation prediction were the best."

　　Na Jinliang, who failed the subject twice, even went to her sister’s house, who was married to a foreign county and became a teacher, to "catch up" with computer information technology. "We can’t be obsolete products of the times!" The third exam, finally successfully "won"! Nowadays, the agricultural products of the village are sold online, and the former "hanging students" have turned into e-commerce experts.

　　"Students from the grass-roots level cherish such learning opportunities, and they keep asking questions in class to make the teachers faster ‘ I’m bored to death ’ ！” Tian Guanghong, a teacher of Huangzhong Radio and TV University and the head teacher of the first batch of 77 students, said with a smile to the reporter, "Put the teacher ‘ Bored to death ’ Well, in the future, we can take the masses for development! "

　　Strict study is more strict: at the end of June this year, the junior college class ushered in the graduation season. Of the 77 students, 69 successfully received the graduation certificate, and 8 people failed to complete their studies because of various reasons such as failing the course, so they could only keep their student status and postpone graduation, accounting for more than 10%.

　　Lushaer town Heping community

　　"What is more precious than a diploma is vision."

　　How do women safeguard their rights and resolve conflicts? In a few words, Xie Yongwen convinced Chen and his wife in the community and turned around and went home. "The junior college class has gone to school with policies and regulations, otherwise residents will have to catch something when they come to the door."

　　As the deputy director of lushaer town Heping Community, Xie Yongwen shed tears when talking about the college diploma she just got: "I used to be a laid-off worker, and I have been working in the community for 14 years." She looked up and was quick to talk. "Now, we grassroots cadres have become college students, and we feel that our thinking is more active than before, and our words are more car-scrapping. What is more expensive than a diploma is vision! "

　　"Grass-roots administrative means are not scientific and standardized enough, and government affairs are not open enough, even becoming a mere formality … …” For Li Jiru, the graduation thesis with seven drafts is not only a "graduation ceremony", but also a systematic reflection and reflection on daily work. Ivory tower ’ On the contrary, I thought of many problems that I had not found before, and the improvement work has a clear grasp. "

　　As the first college student in the family for generations, Qi Yongyan, the village secretary of Hougou Village in Tumenguan Township, was also inspired by the course of rural environmental protection in the junior college class. He quickly mobilized the villagers to renovate the village appearance, plant flowers and grass, and green the village roads, becoming a well-known demonstration model, which not only won the opportunity of the county-wide on-site observation meeting, but also won the approval of the plateau beautiful countryside construction project involving more than 2 million yuan on the spot.

　　There are ideas for development, and the people get benefits: "We also demonstrate the cultivation of Chinese herbal medicines such as angelica and astragalus. Now the per capita income of villagers is 9,200 yuan, almost double that of three years ago!" Qi Yongyan is full of confidence.

　　On the 11th, the reporter learned from the Shanghai Consumer Protection Committee that it disclosed ten typical problems of consumer complaints in 2020, including social hot issues such as appliance repair, low-price trap and live broadcast.

　　First, unscrupulous merchants counterfeit home appliance brand official website, and consumers are charged high maintenance fees.

　　Consumers are generally used to inquiring about the maintenance telephone number and official website of brand household appliances on the Internet, but it is easy to find some fake brand official website whose domain name and brand name are very similar in online search. Once you call the page to ask for home maintenance, you will be charged a high maintenance fee.

　　Shanghai Consumer Protection Committee:Relevant Internet companies, especially online platforms, should strengthen the audit of the promoted projects, strictly implement the main responsibility of enterprises, and actively explore the fair mechanism of replacing bidding ranking with integrity. At the same time, consumers are also reminded: First, check whether the website is publicized by ICP, and check the relevant ICP filing information through the Ministry of Industry and Information Technology to identify whether it is a regular website; Second, when inquiring about home appliance repair enterprises, you can log in to the column of "Consumer Protection Committee Helps You" in "www.315.sh.cn" of Consumer Protection Committee in official website; The third is to verify the identity information of on-site service personnel before maintenance, and clarify the specific charging items and service standards; After maintenance, ask for documents and formal invoices in time.

　　Second, the low-cost experience is tempted to enter the game, and consumers encounter many routines.

　　Some merchants sell and display related services to consumers on short video platforms by making exquisite videos, and attract consumers at low prices. Once the consumer contacts the merchant, the other party first asks the consumer to pay a very low price, then increases the price layer by layer, and finally charges the consumer a high fee. This kind of low-cost experience routine is more prominent in many service fields such as photography and moving.

　　Shanghai Consumer Protection Committee:business operatorOperate in good faith according to law, abide by business ethics and assume social responsibilities;Related industriesStrengthen self-regulation and self-restraint, and work hard for the long-term stable and sustainable development of the industry;Related short video platformStrictly review the advertisements in the businesses, and set up convenient consumer feedback channels to regularly clean up illegal businesses. At the same time, it also reminds consumers to keep a clear head about low-price sales, rationally consume according to their own consumption power, and timely report to the Consumer Protection Committee or the administrative department about the situation of merchants’ induced and routine consumption afterwards.

　　Third, the live broadcast of goods is mixed, and the norms are strengthened first to help consumers protect.

　　Nowadays, live broadcast with goods is very common, and low price has become the biggest selling point to attract consumers in live broadcast rooms. The live broadcast of goods is mixed, and cheap and good quality is also likely to be a gimmick.

　　Shanghai Consumer Protection Committee:Remind consumers: First, choose a platform with large scale and high credibility, and carefully check the publicity information of merchants who have settled in the platform as sellers; Second, don’t blindly believe the anchor’s propaganda commitment, avoid impulsive consumption, and raise doubts in the live broadcast room in time; The third is to take screenshots in time to save business publicity information, publicity promises, chat records, shopping records, etc., and complain to relevant departments or consumer protection committees in a timely manner when problems arise.

　　Fourth, the express terminal delivery service is not standardized, and there are shortcomings in the management of franchise mode.

　　In 2020, Shanghai Consumer Protection Committee accepted a total of 475 complaints from Shanghai Yunda Freight Co., Ltd., and a large number of consumer conflicts focused on the delivery service at the end of the franchise point, involving the loss of express delivery without the consent of consumers, and the abandonment of express delivery at the door without the consent of consumers. Individual consumers reported that they were also abused by company staff during the communication process.

　　Shanghai Consumer Protection Committee:The "Provisional Regulations on Express Delivery" clearly stipulates: "An enterprise engaged in express delivery business shall deliver the express mail to the agreed address, the recipient or the agent designated by the recipient, and inform the recipient or the agent to accept it in person. The recipient or agent has the right to face-to-face acceptance. " Here, Shanghai Consumer Protection Committee urges express delivery companies to take practical and effective measures to fulfill express delivery service contracts according to law. At the same time, it also reminds consumers to complain to the postal department or the Consumer Protection Committee in time when they encounter related problems, and work together to build an orderly and worry-free express consumption environment.

　　Five, hotel accommodation, entertainment tickets are pre-sold at low prices, and it is difficult for consumers to make an appointment and refund.

　　Nowadays, many enterprises sell hotel accommodation or entertainment ticketing products at low prices through WeChat WeChat official account and mobile App. After purchasing, consumers need to make an appointment in advance to use them. However, some consumers will encounter repeated unsuccessful appointments and blocked applications for refunds.

　　Shanghai Consumer Protection Committee:Protecting consumers’ right to know and choose is very important for pre-sale products. It is suggested that relevant enterprises: First, clearly inform consumers of the sales quantity of products, the actual number of available reservations, the reservation dynamics and other information to protect consumers’ right to know, choose and fair trade; The second is to change the service rules and terms to protect consumers’ reasonable right to refund.

　　Sixth, gyms rely on empty promises to sell cards, and it is difficult for consumers to defend their rights.

　　In recent years, some fitness companies promised consumers that the swimming pool will be opened soon when they sold their cards in the early stage, but refused to cash them afterwards. Even promised consumers a refund, and then "disappeared", it is very difficult for consumers to defend their rights.

　　Shanghai Consumer Protection Committee:The Shanghai Consumer Protection Committee, together with the Municipal Market Supervision Bureau, the Municipal Sports Bureau and the Municipal Fitness Association, jointly formulated the "Shanghai Sports Fitness Industry Member Service Model Contract (2021 Edition)", set a "seven-day cooling-off period", clarified the situation of card withdrawal (refund), and made detailed provisions on the liability for breach of contract and the termination of the contract.

　　Seven, the abnormal operation of long-term rental apartments triggered a chain reaction, and consumers were trapped in multilateral disputes.

　　On the one hand, some long-term rental apartment operators will allow consumers to apply for loans, but they will not pay the prepaid rent to the landlord at one time. Once the capital chain breaks, consumers will face problems such as no room to live in, difficult to return the rent deposit and still have to repay the loan. On the other hand, the landlord will also ask the tenant to move out because he can’t receive the rent, which will lead to multiple contradictions.

　　Shanghai Consumer Protection Committee:On February 4th, 2021, ten departments, including Shanghai Municipal Commission of Housing and Urban-Rural Development, Municipal Market Supervision Bureau and Municipal Housing Management Bureau, issued the Implementation Opinions on Further Rectifying and Regulating the Order of Housing Leasing Market in this Municipality, which stipulated that "the lessee shall not be forced or induced to pay rent for more than three months at a time in the name of rent concessions", "housing leasing institutions shall open fund supervision accounts", "verification of housing information" and "real name information card system for employees" to further rectify the order of housing leasing market.

　　Eight, parents do not know that minors recharge online games and ask for a refund.

　　In 2020, affected by the epidemic in COVID-19, many children "stayed at home" for online classes, and minors recharged online games without their parents’ knowledge. Some minors even recharged as much as 100,000 yuan. When parents asked online game companies for a refund, they were often rejected by online game companies on the grounds of insufficient evidence.

　　Shanghai Consumer Protection Committee:It is suggested that relevant game companies should fulfill their social responsibilities and pay attention to the protection and care of minors; For some games suitable for young children, set relevant trading limits, strictly control game time, implement security verification, etc., and effectively strengthen front-end control. At the same time, parents are also reminded to fulfill their guardianship responsibilities, strengthen education and guidance on the healthy and rational use of online games by minors, manage mobile phone fingerprints and passwords, open SMS reminders, turn off small amounts of confidentiality, and reduce the possibility of minors recharging themselves.

　　Nine, the purchased products can appreciate, and be wary of the "sales routine" of merchants.

　　Some merchants will market ordinary handicrafts through "reservation" and "lottery", and even put forward the concept that products have "collectible value", and further attract consumers to place orders through gimmicks such as "preserving value" and "increasing value" to create an effect of "buying and earning". However, the physical object is not consistent with the promotion of the merchants, and even the merchants refuse to deliver the goods and delay the delivery.

　　Shanghai Consumer Protection Committee:Consumers should be extra cautious when choosing collectibles, and consume rationally in combination with demand. In case of pre-sale of products by merchants through WeChat WeChat official account, consumers should also pay more attention, carefully verify and check the registration information of merchants, and keep relevant service commitments, so as to find out the subject, keep evidence and facilitate rights protection.

　　Ten, the second-hand car platform is lazy to take responsibility, and it is easy for consumers to buy a car with loans, but it is difficult to lift the mortgage.

　　Some second-hand car trading platforms not only profit from the second-hand car trading, but also profit from it by providing loan channel business to consumers. In the process of handling loans, consumers are usually not familiar with the company that actually provides loans, and there is no way to directly contact or find the lending company. In this "back-to-back" situation, consumers will encounter many difficulties in canceling the mortgage.

　　Shanghai Consumer Protection Committee:Urge relevant platforms: First, abide by the principle of operating in good faith and in accordance with the law, earnestly assume due main responsibilities, and actively cooperate with consumers to handle procedures such as mortgage cancellation; Second, before signing a contract with consumers, consumers should be clearly and conspicuously informed of relevant rights and obligations and important information, especially the loan provider and the methods and procedures for handling the mortgage procedures, so as to fully protect consumers’ right to know and choose; At the same time, the Municipal Consumer Protection Committee also reminds consumers to be extra cautious when buying used cars through online loans. Be sure to understand the details and the contract rules before paying, and save the electronic contract in time to protect their rights. (CCTV reporter Wang Dianjia)

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　　The Communist Party of China (CPC) is a combination of beliefs and a Marxist political party with lofty ideals and firm beliefs. The Communist Party of China (CPC) people’s ideals and beliefs are the truth belief of Marxism, the lofty ideal of communism and the common ideal of Socialism with Chinese characteristics. Ideals and beliefs are the "calcium" of the Communist Party of China (CPC)’s spirit. Ideals and beliefs are the source of the Communist Party of China (CPC)’s eternal proletarian party, and the root of the Communist Party of China (CPC) and Do not forget your initiative mind’s mission.

　　Characteristics of the Communist Party of China (CPC)’s ideals and beliefs

　　The scientific nature of the Communist Party of China (CPC) people’s ideals and beliefs. Marxism is a scientific theory, which creatively reveals the law of the development of human society, the general law of the development of human society, the special law of the operation of capitalism, points out the way for mankind to leap from the realm of necessity to the realm of freedom, and points out the way for people to realize freedom and liberation. The inevitable trend of human society finally moving towards communism revealed by Marxism has laid a theoretical foundation for communist party people to strengthen their ideals and beliefs and stick to their spiritual homeland. Countless people in communist party, whether in good times or bad times, have always been steadfast in their ideals and beliefs, and have been faithful to their chosen communist beliefs for life. Comrade Zhou Enlai is Do not forget your initiative mind’s spiritual model of sticking to his faith. When he established his belief in communism, he said, "The doctrine I believe must remain unchanged, and I am determined to promote it." He also said: "In any difficult situation, we must fight for communism to the end with the spirit of unswerving death." When drastic changes took place in the Soviet Union and Eastern Europe in the last century, Deng Xiaoping once pointed out: "Marxism cannot be defeated. It is not because there are many big books, but because the truth of Marxism is irrefutable. " "I firmly believe that there will be more people in favor of Marxism in the world, because Marxism is science." "Don’t panic, don’t think that Marxism has disappeared, is useless and failed.哪有这回事！”

　　中国共产党人的理想信念的进步性。马克思主义是人民的理论，第一次创立了人民实现自身解放的思想体系，指明了依靠人民推动历史前进的人间正道。作为新时代中国共产党人精神旗帜和理想信念基础的习近平新时代中国特色社会主义思想，充满着对马克思主义的坚定信仰，充满着对社会主义和共产主义的坚定信念，表达了为人民谋幸福、为民族谋复兴、为世界谋大同的情怀，坚守了中国共产党人为人民谋幸福的初心、承载了中国共产党人为民族谋复兴的使命、担当了中国共产党人为世界谋大同的责任，展现了新时代中国共产党人的政治品格、价值追求、精神风范。

　　中国共产党人的理想信念的现实性。马克思主义是实践的理论，指引着人民改造世界的行动，为人民认识世界、改造世界提供了强大精神力量。马克思主义的唯物史观为共产党人实现理想信念提供了科学的思想武器，指明了实现理想信念所依靠的力量和现实道路。习近平新时代中国特色社会主义思想，作为当代中国马克思主义、21世纪马克思主义，为中国共产党人坚定理想信念指明了方向、路径。习近平新时代中国特色社会主义思想还指出，当前衡量一名党员干部是否具有坚定的理想信念，是有客观标准的，那就是看他是否能在重大政治考验面前有政治定力，是否能树立牢固的宗旨意识，是否能对工作极端负责，是否能做到吃苦在前、享受在后，是否能在急难险重面前勇挑重担，是否能经得起权力、金钱、美色的诱惑，这样的检验需要一个过程，不是一下子、经历一两件事、听几句口号就能解决的，要看长期表现，甚至看一辈子。这就为检验中国共产党人是否坚定理想信念提供了明确的标准。

　　理想信念不可能凭空产生，也不可能轻而易举坚守。中国共产党人始终不渝坚定理想信念，练就“金刚不坏之身”，就要深入学习马克思列宁主义、毛泽东思想、邓小平理论、“三个代表”重要思想、科学发展观，深入学习习近平新时代中国特色社会主义思想。让真理武装我们的头脑，让真理指引我们的理想，让真理坚定我们的信仰。要坚持学而信、学而思、学而行，把学习成果转化为不可撼动的理想信念，转化为正确的世界观、人生观、价值观，用理想之光照亮奋斗之路，用信仰之力开创美好未来。

　　中国共产党理想信念的优势

　　理想信念指明了中国共产党前进的根本方向。理想是人们从现实出发在头脑中建构起来的未来图景，是对未来的预见和构想；信念是人们在生活实践中实际地体验了怎样想和怎样做才有益和有效，在此基础上形成的思考和行动的模式。理想信念是人生的精神内核，是人对自己本质力量和生存发展方向的把握。理想信念对一个人的生活道路具有重大影响。从一定意义上，有什么样的理想信念就有什么样的行为表现。一个人有了理想，就有了明确的奋斗目标和前进方向，就会用理想去规划指引自己的生活，把自己的一切行为都纳入实现理想的轨道，进而使生活充满希望。一个人有信念，就会为追求真理和实现目标而勇往直前，乃至牺牲自我。因此，理想信念能为人的生存发展确立坚定的价值导向，是统率人的行为和灵魂的精神皈依。习近平总书记指出：“理想信念决定着我们的方向和立场，也决定着我们的言论和行动。”

　　Ideals and beliefs provide the Communist Party of China (CPC) with spiritual motivation to forge ahead. There is faith in the heart and power in action. The Communist Party of China (CPC)’s nearly 100-year history has fully proved that lofty ideals and beliefs have always been the spiritual driving force for communist party people to maintain their advanced nature and purity, and an important spiritual guarantee for the Communist Party of China (CPC) to lead the people of the whole country forward. The reason why the Communist Party of China (CPC) has been able to rise constantly after setbacks and be quenched into steel after suffering lies in the fact that the lofty ideals and revolutionary beliefs in the hearts of thousands of the Communist Party of China (CPC) people in Qian Qian have always been firm and persistent, always shining with fiery light. Comrade Zhu De experienced the failure of the old democratic revolution, and realized from his personal experience that the old road can’t go, and only Marxism is the truth to solve the China issue. After establishing Marxist belief and lofty ideals for the cause of communism, he never wavered in the face of any difficulties, obstacles and major setbacks. The more critical he is, the more determined he is. Nanchang uprising troops failed to go south to Chaoshan, and Comrade Zhu De and his men were isolated. He stood up and steadied the morale of the army, and said categorically, "The darkness is temporary, if you want the revolution to come with me, the final victory must be ours.". At the beginning of 1975, at the age of 89, he personally wrote the banner of "Revolution in the End". In February, 1976, he wrote the poem "The whole party is United and tight, and the dangerous peaks dare to climb". Less than two months before his death, after he saw the new translation of the communist party Declaration,Regardless of age and infirmity, I drove to the Central Party School to visit the comrades who participated in the translation, and shared my learning experience with this classic Marxist work.

　　Ideals and beliefs are the ideological beacon of the Communist Party of China (CPC) people’s unity and struggle. It is precisely because of his firm ideals and beliefs that the Communist Party of China (CPC) dares to uphold the truth, correct his mistakes, dare to make self-revolution, dare to carry out criticism and self-evaluation, and always maintain the unity of the party, so as not to fall into a narrow struggle for personal interests and group interests and repeat the persistent ailment of bourgeois political parties. Comrade Deng Xiaoping once pointed out that according to his long-term experience in political and military activities, the most important thing is the unity of people. To unite, we must have common ideals and firm beliefs. We have struggled hard in the past few decades by uniting the people with firm beliefs and fighting for their own interests. Without this belief, there is no cohesion. Without this belief, there is nothing. At any time, our party must never lose the real advantage of common ideals and firm beliefs, and always regard adhering to communist ideals as our most fundamental spiritual pillar and driving force for progress.

　　理想信念提升了中国共产党人的精神境界。正是因为中国共产党追求的共产主义理想是人类社会发展的真理，从事的是正义的事业，是人类最高尚的事业，是为最广大人民创造幸福的事业，是实现最美好的社会制度的事业，所以理想信念大大提升了中国共产党人的精神境界，使共产党人始终充满浩然正气，而能跳出追求狭隘的个人私利的人生哲学羁绊。近百年来，共产主义远大理想激励了一代又一代共产党人英勇奋斗，“砍头不要紧，只要主义真”“敌人只能砍下我们的头颅，决不能动摇我们的信仰”“一个愿意献身共产主义事业的共产党员，不仅应该为党在各个时期的具体任务而奋斗，而且应该确定自己为共产主义的实现而奋斗到底的革命的人生观”。习近平总书记指出：“对马克思主义、共产主义的信仰，对社会主义的信念，是共产党人精神上的‘钙’。没有理想信念，理想信念不坚定，精神上就会得‘软骨病’，就会在风雨面前东摇西摆。全党同志一定要坚守共产党人精神家园，把改造客观世界和改造主观世界结合起来，切实解决好世界观、人生观、价值观问题，练就共产党人的钢筋铁骨，筑牢坚守信仰的铜墙铁壁，矢志不渝为中国特色社会主义共同理想而奋斗。”

　　不忘初心，方得始终。“志不立，天下无可成之事。”理想信念动摇是最危险的动摇，理想信念滑坡是最危险的滑坡。一个政党的衰落，往往从理想信念的丧失或缺失开始。我们党是否坚强有力，既要看全党在理想信念上是否坚定不移，更要看每一位党员在理想信念上是否坚定不移。习近平总书记指出：“对马克思主义的信仰，对社会主义和共产主义的信念，是共产党人的政治灵魂，是共产党人经受住各种考验的精神支柱。”只有理想信念坚定的人，才能始终不渝、百折不挠，不论风吹雨打，不怕千难万险，坚定不移为实现既定目标而奋斗。只要理想信念坚定，通过自我革命锻造成为中华民族伟大复兴的中流砥柱，中国共产党人就能团结带领中国人民为实现中华民族伟大复兴中国梦努力奋斗、稳健前行。

Mirror entertainment originality

Wen Miao Liang Jialie

Editor Zhang Fengyi

Close your eyes and there will be summer in your ears!

　

On August 3rd, the band’s special online song performance with the theme of "Give the band another summer" kicked off the Tik Tok Summer Song Festival, and also brought the fans back to the hot summer with the band.

When the fans made a wish "Want to go to the seaside" in the barrage of the live broadcast room, the summer invasion planning band immediately pulled them into the artistic conception of music fantasy with a song "Want to go to the seaside"; When the tour group band sang "The Lost Song", the fans seemed to follow the song back to those lost summers; Hedgehog Band, who finally appeared on the stage, filled up the heat of the performance. When the live broadcast room unlocked the encore "Trains Going Beyond the Clouds, Dreams Are Sleeping in the Nine Clouds", the barrage was screened by "YYDS the Hedgehog".

Different from the past, in this performance, Tik Tok adopted vertical screen live broadcast, the stage designed based on the characteristics of vertical screen live broadcast, and the lens language more suitable for the visual requirements of vertical screen mode, all of which made the fans who interacted with each other across the screen more empathetic and immersed. "Help! You can feel the momentum of the whole audience burning through the screen. Shake it quickly." In the live studio of Tik Tok, countless audiences went crazy with the band’s drums.

　

This summer, Tik Tok Summer Song Festival not only gathered three major bands, namely Hedgehog Band, Tour Group Band and Summer Invasion Planning Band, but also invited Tik Tok musicians, Nana Ou-yang, Fish Dining, Chen Li and other big stars. Through the Summer Song Festival, Tik Tok hopes to bring a beautiful summer full of musical memories to the fans.

　

This time, the theme of Tik Tok Summer Song Festival is "Summer has changed, we did it!" It explains the agitation and impact brought by the collision between summer and music. However, in a number of theme performances with different styles, Tik Tok Summer Song Festival has both the burning of hormones and the feelings and gentleness that can evoke memories of a generation’s youth.

In the post-epidemic era, the demand for online performances only increased. At the beginning of last year, Tik Tok was one of the earliest platforms that entered the field of online performances. The deep accumulation of entertainment resources, the deep cultivation of entertainment ecology and the technological innovation of online performance dimension support the long-term layout of Tik Tok. From the sofa concert to DOULive, the enrollment of dragons in Deyun Society, from the live performance of stars to the Live Summer Song Festival where stars and big coffees gather, the online entertainment market in Tik Tok has been continuously attacking.

　

Those summer days and youth hidden in music

　

This year, without the performance of popular bands, fans who are used to the company of bands are somewhat lonely, but in the "Tik Tok Summer Song Festival", three treasure bands meet the public again. They sang classic songs that fans are familiar with and talked about stories related to music and bands in the live broadcast room, which filled the fans’ regrets about summer.

　

In the band’s special performance, the summer invasion planning band is popular but not conventional. Their style is as light and clear as ever, and a song "Want to go to the seaside" is perfect for lazy summer days. The tour group band with fresh breath in rock and roll still sings softly and delicately, and their "Gone Songs" and "Will Always Be There" seem to soothe everyone’s inner anxiety and anxiety this summer; The scene in Hedgehog Band is always full of calm strength and charming truth. When the melody of "The train is sailing beyond the clouds, the dream is quiet in the sky" sounded, the barrage was immediately screened by "Forever Young, Forever Tears".

Some people say that summer can’t be without bands, but in fact, it is "summer can’t be without music".

　

In addition to the special performance of "Give the Band Another Summer", the Tik Tok Summer Song Festival has also been officially announced by Tik Tok musicians’ "One Chorus Bar" special performance, Nana Ou-yang’s "This summer, Nana is so different" special performance, Fish Ding’s "Let’s all set off again" and sing loudly at the end of the world "Special performance" and Chen Granule’s new song "Long Holiday,’ Granule’ Start".

　

Among these musicians, Tik Tok musician, who specializes in "One Chorus Bar", is well known to the outside world in recent years because of his vibrato songs. Nana Ou-yang is a cello girl that the new generation likes and a new idol with sweet and cool style. Minced fish is loved by the younger generation because of its unique temperament and gentle style different from pop bands; Chen Li is the earliest musician in the field of folk songs, and is praised by the outside world for his flamboyant personality and musical style.

It can be said that behind the lineup of Tik Tok Summer Song Festival, there is actually the evolution of Chinese music, from the classic era when people are crazy about pop music; To the era of circle music in which folk songs, rap and bands became popular; In the era when musicians grew up with short videos and other multi-platforms, they were all included in this concert. The content style and the extension of the audience are beyond imagination.

　

Rock, lyric, healing, folk songs, Tik Tok Summer Song Festival accommodates a variety of music styles, and will also attract fans with different preferences, such as popular fans who like pop music, Wen Qing who loves folk songs, and the younger generation who are obsessed with rock and band culture. It can be said that the concert brought together Tik Tok musicians, Nana Ou-yang, Yu Ding-ke and Chen Li, and actually achieved a multi-directional satisfaction for old fans, new generations, the public circle and the minority circle.

The theme of many concerts is different, and the content planning has its own characteristics. If the band’s special performance is passionate, it is also more able to poke the Miocene generation; Tik Tok Musicians’ Concert is a dialogue with young people who love pop. Nana Ou-yang’s special performance conveys the young generation’s spirit of exploring "their own possibilities"; The special style of diced fish is relatively fresh, focusing on nostalgia and cure of youth; Chen Li’s special session emphasizes the state of mind of not going with the flow and finding oneself.

　

Different music styles and different themes express different music stories and emotions. Music fans are immersed in them and move with their hearts, and the feelings and resonance they get are naturally "personal". It may be a spiritual sustenance, an outlet to relieve real pressure, or a pursuit of the other side of themselves.

　

"saver"

During the May Day holiday this year, even Haoran Liu complained on the Internet that he couldn’t get tickets for the music festival, which shows how eager the public has been overstocked for more than a year after the epidemic. However, despite the surge in the number of May Day holiday music festivals, it is still in short supply. Now the small-scale recurrence of the epidemic has cast a shadow over offline music performances in the second half of the year.

　

At this time, online music performance has become the best form to comfort fans, which can not only meet the needs of fans, but also create performance opportunities for musicians. After gaining an insight into the current market situation, Tik Tok held this natural summer song festival, relying on the long-accumulated ability of integrating entertainment resources and the long-term construction of entertainment ecology.

In recent years, the accumulation of star resources on the platform of vibrato has become more and more profound. Apart from the performance guests of this summer song concert, both Andy Lau, a national goddess such as Zhao Liying and Yang Yang, and new idols such as YiBo, Zhao Lusi and KUN have now settled in Tik Tok. Therefore, in the creation of any music IP or entertainment IP, there is no shortage of star resources in Tik Tok.

　

Judging from the entertainment content construction in Tik Tok, in the music track, the entry of national musicians such as G.E.M. and the rise of original musicians in Tik Tok have gradually cultivated the music consumption habits of Tik Tok users, such as "First Kiss" and "My Lover Missed" and other explosive singles, which were "caught fire twice" by Tik Tok.

　

Outside the music track, Tik Tok continued to improve the film and television ecology in the promotion of explosive films such as The Wandering Earth, My People，My Country and Ne Zha; The DOU Live live broadcast brand launched by the platform serves different forms of entertainment such as music, film and television announcements, idols and live scenes; As well as personal live broadcast brands and memorial day live broadcast content that cooperate with stars such as Zhang Zhehan and Bai Jingting, are gradually cultivating the consumption habits of pan-entertainment content of users in the station.

Nowadays, the entertainment ecology in Tik Tok has matured. The ever-expanding ranks of stars, content officials and talented people together form the moat of Tik Tok’s content creation and hot spot fermentation, while hundreds of millions of users of the platform are consumers and disseminators of massive entertainment content. At the same time, Tik Tok has ensured the imagination and vitality of its own entertainment ecology through the continuous and rich operation and play methods such as DOULive, star live performance, star entry ceremony, challenge and star birthday party.

　

The profound accumulation of star resources, a large number of entertainment content consumers and a sound entertainment ecology are all the emboldened features of Tik Tok’s "Save the Bureau" this time. In addition, Tik Tok’s technical advantage in the field of online performance is also the key for musicians to choose Tik Tok.

　

In addition to the stage innovation and technical innovation around the vertical screen mode, the behind-the-scenes team of the special performance hosted by Tik Tok in this concert is also luxurious. On the main creative team, there are not only the production team of top concert projects, but also Zhao Bojun, the director of Yang Kun, as the general director, and Mu Yongjie, who has served as the music director of star concerts such as Jay Chou and Hebe Tien, as the music director of the song club; As for the directing team, Tik Tok invited the mainland head label Ji Shuzhai who had served many stars such as KUN, Chris Lee and Wang Jia.

The gathering of music café s and luxury production teams is the embodiment of Tik Tok’s ability of resource precipitation and resource integration in the entertainment field.

In the traditional cognition of the outside world, Tik Tok has always been labeled as a "short video platform", but its value is not as simple as "watching short videos". In the process of constructing the entertainment ecology by subdividing the tracks such as movies, music and variety shows, Tik Tok is establishing cooperative relations with more and more stars and people in the industry. As a result, the resource integration efficiency of Tik Tok in building different entertainment IP is becoming more and more efficient.

　

"Turn around" after a natural course.

This "Tik Tok Summer Song Festival" is an attempt by Tik Tok to pay for live broadcast of online music performances.

At the beginning of 2020, soon after this new form of online performance was spawned by the epidemic, the industry discussed whether this form was a short-term substitute or a new species with long-term value, and its profit model. At that time, many online performances sponsored by platforms had begun to try paid forms, which was not difficult to understand, because both the survival of musicians and the cost of organizing these online performances by platforms needed funds to support them.

　

It is true that fans will pay for music, but it is undeniable that online performances are really green at the beginning, and the rough performance scenes, the beauty of the dance and the singleness of content planning have all been complained by fans. This may also be the reason why Tik Tok has been holding its ground while other platforms are exploring the paid live broadcast mode.

　

In the past year, after many online performances such as Karen Mok Christmas Concert, the level of dance beauty and content planning in the field of online performances in Tik Tok continued to improve and became more professional. At this time, Tik Tok set his sights on paid live broadcast. It’s a sign of patience to talk about payment after being experienced, and it’s also a platform’s due respect for musicians and fans.

Although the online performance form is a product forced by the epidemic, in the new era of Internet of Everything, the offline music market is facing a growth bottleneck, and the online performance market will surely exist for a long time and continue to mature and become a supplement to the offline performance market. Nowadays, it is beneficial for the sustainable development of online performances to explore the payment for live broadcast in Tik Tok.

　

First of all, once the reproducible monetization method is explored online, it may drive more musicians to invest in the online performance market, thus promoting the diversification of online performance content, attracting more users to pay for online performances, and making the online market bigger and bigger. Secondly, the opening of the road to online income generation also means that the platform can have more confidence in scene selection, dance beauty upgrade and the invitation of the behind-the-scenes creative team, so that online performances can continuously break through in technology and aesthetics.

　

It has always been said that the advantages of online performance are limited by scenes and time, low cost and easy operation. However, judging from the quality of the Christmas concert in Karen Mok and the special performance of the summer song band, the online performance created by Tik Tok is exquisite and on par with the offline performance. It can be expected that once the payment mode is formed, it will also help Tik Tok to accelerate the goal of specialization and refinement in the creation of online performance IP.

Whether it’s a long-term sustained effort in the entertainment ecology, or this time, when the conditions are ripe, it’s a safe way to try to pay for live broadcast. Tik Tok is influencing the development of the industry through its own entertainment ecology and entertainment content layout. Just like before the appearance of DOULive, there were few platforms in the market to build professional brands and comprehensively integrate online resources to combine major entertainment scenes with live broadcasts. Just like before the appearance of this summer song concert, there were few platforms to plan such online performances with large star lineup, rich theme settings and strong behind-the-scenes team.

　

Today, Tik Tok’s weight in the entertainment industry is increasing step by step. On the surface, both the Tik Tok Summer Song Festival and the entertainment IP created by the previous platform are point-like layouts in Tik Tok, but from a deeper perspective, the impact radiation brought by these point-like layouts is reticular and long-term. Because of the spread of the influence of these entertainment IP, it will attract more stars and people in the industry to join in the creation of entertainment content and the construction of entertainment ecology in Tik Tok.

　

Unconsciously, the penetration of short video platform in the entertainment industry is getting higher and higher, and it is changing the imagination of entertainment content with its own unique advantages. It can be expected that after this summer song concert, Tik Tok’s ability to integrate star resources and entertainment ecology will be further precipitated and strengthened.

　

"Short video/live broadcast is becoming the favorite content form of middle-aged and elderly people. In the process of competing for the last incremental market of China Internet-400 million middle-aged and elderly users, Tik Tok and Aauto Quicker need to sink further to shake the dominance of WeChat.

For middle-aged and old-aged vertical apps such as jelly beans, beautiful articles, color TV, and small rice cakes, which have "entered the market" since the last round of Internet entrepreneurship boom, are faced with the challenge of struggling to seek "out of the circle" or sticking to the core users to make "small and beautiful" products? "

-age club research team

Competition for short video platforms has become fierce, and Tik Tok and Aauto Quicker have rushed to attack the last incremental market of the Internet.

Wechat’s penetration into middle-aged and elderly people has basically been completed, and the proportion of middle-aged and elderly users in Tik Tok and Kuaishou is still at a low level. Compared with the saturated young users, middle-aged and elderly people are the last users in Tik Tok and Aauto Quicker.

According to the data revealed by the 2020 WeChat Open Course PRO, as of September 2019, the number of monthly active accounts of WeChat reached 1.151 billion. If the population under 12 years old (parents are not allowed to use WeChat because they are too young) and over 70 years old (too old to learn WeChat) are deducted, WeChat is basically popularized in every China person, including middle-aged and elderly people aged 50-70.

In the short video platforms represented by Tik Tok and Aauto Quicker, the number of young users has not increased, while the proportion of middle-aged and elderly users is still low, and there is still much room for growth in the future.

According to the latest data of QuestMobile, among the newly installed users of vibrato short video in March 2020, 14.5% were over 46 years old, compared with 13.0% in the same period last year, indicating that middle-aged and elderly users are rapidly migrating to Tik Tok.

In fact, middle-aged and elderly users have become important fans of many head accounts in Tik Tok and Aauto Quicker. For example, in the national official media accounts such as People’s Daily, CCTV News and Xinhua News Agency, the proportion of fans over 41 years old has reached 10%-20%.

In some emotional head accounts, fans of middle-aged and elderly users account for a higher proportion. For example, Tik Tok’s "Tu Lei" has 24% fans over 41 years old, while the fast-moving "Sichuan Coke" has 34% fans over 41 years old.

In fact, the trend of middle-aged and elderly people on the two platforms of Tik Tok and Aauto Quicker goes far beyond this. In the second half of last year, AgeClub made an in-depth analysis of online celebrity, an elderly person in Tik Tok (see Depth: How to Build online celebrity for Middle-aged and Elderly People? Explosions the development model, current situation and opportunities of Tik Tok elderly online celebrity ");

At that time, online celebrity, an elderly person in Tik Tok, mainly attracted young people and people under the age of 35. Health, emotion, culture and other contents that are really suitable for middle-aged and elderly people and mature in WeChat ecology are very scarce in Tik Tok.

1. The vibrato has changed: there are not only old online celebrity, but also Quyi, calligraphy and painting, and mother’s clothes …

Compared with last year, Tik Tok has changed significantly.

First, some elderly online celebrity, who rose rapidly last year, are now facing the dilemma of losing their powder, exhausted their creativity and failing to realize their goals properly, especially some amateur online celebrity. However, some elderly online celebrity, who have strong creative ability, solid personnel and mature operational ideas, remain hot, and their fans have increased significantly compared with last year.

For example, Uncle Na, who specializes in showing the exquisite life of elderly men, had 9.86 million fans in early August last year, and now the number of fans is 14.32 million. Another "Cai Yunen" who specializes in filming the interesting life of a 98-year-old grandmother has 6.31 million fans, nearly 4 million more than a year ago.

Recently, an elderly online celebrity "Grandma Wang who only wears high heels" has gained 10 million yuan in three months. She is 79 years old this year and has more than 15 million fans. In May, she participated in the live broadcast organized by Tik Tok and brought goods, with a single sales of 5.3 million.

It is understood that the operator behind it is a team with Tik Tok’s funny head account "Play Seven Stages" (currently 14 million fans). After several years of exploration, the operating thinking of Tik Tok online celebrity is very mature.

Another change that deserves more attention is that vertical content categories that are deeply loved by middle-aged and elderly people have begun to appear in Tik Tok, and these categories have not yet appeared head accounts, so there are great opportunities in the future.

For example, the accounts of Shaanxi Opera, Huangmei Opera and Henan Opera in Quyi category have a low number of fans, ranging from 200,000 to 400,000, but middle-aged and elderly users over 41 years old are the main fans, accounting for 50%-80%, indicating that local and long-tailed content categories have great potential in middle-aged and elderly groups.

In the category of calligraphy, the proportion of middle-aged and elderly people is also very high. There are 1.242 million fans of "Junhai Calligraphy", accounting for 43% of users over 41 years old, 1.31 million fans of "Lv Yingru Calligraphy" and 36% of users over 41 years old.

Tik Tok has also begun to appear accounts specializing in selling middle-aged and elderly women’s clothing, and the number of fans is currently 100,000-400,000.

2. Aauto Quicker Run: 50 million middle-aged and elderly people support rich content ecology.

Aauto Quicker, a short video giant, shows a different situation from Tik Tok.

Online celebrity, a funny and attractive old man who is common in Tik Tok, is rare in Aauto Quicker. The most representative one is Uncle Ben Liang, an ordinary farmer in Shandong with nearly 18 million fans. With his unrestrained "wild singing" in the fields, he became popular in Aauto Quicker, and the average number of people in the live broadcast room exceeded 10,000.

Similarly, unlike Tik Tok, the long tail content which is popular among middle-aged and elderly users is more abundant in categories and accounts in Aauto Quicker.

For example, in the Quyi category, which is very popular among middle-aged and elderly people, there are many accounts of millions or even tens of millions of fans. In terms of duet, "Actor-Xuejing Yan" has more than 12 million fans, accounting for 26% over 41 years old; "Artist-Wei San" has 10.19 million fans, accounting for 23% over 41.

In addition, in Henan and other popular Henan operas, there are 1.515 million fans of "Li Yuan Chun Lei Zhu" and 1.139 million fans of "Happy Henan Opera Brother Positive Energy", accounting for about 50% of those over 41.

In terms of health and wellness, there are nearly 3 million fans of the million-level account "Shaolin Positive Energy", accounting for 38.74% over 41 years old.

In terms of calligraphy, there are 1.11 million fans of "Feeling Hard Pen Calligraphy", accounting for 24% over 41 years old.

In addition to these, accounts in folk musical instruments (suona, erhu), square dance, fishing and other categories have gathered a large number of middle-aged and elderly users. These accounts have a small number of fans ranging from tens of thousands to hundreds of thousands, but they have frequent interactions and close relationships with fans, and the possibility of commercial realization is more abundant than that of advertisements and live broadcasts in Tik Tok.

In-depth interviews with a large number of middle-aged and elderly users in various cities across the country by NewAgingPro, a consulting brand of AgeClub, it is found that they have a wide range of hobbies, such as gardening, tea art, photography, chess and Go, etc., and high-quality learning content and communication scenes are what they lack most now. Short video/live broadcast can just make up for this gap.

According to AgeClub, there are 40 million to 50 million daily users in Aauto Quicker, and such a large number of users is enough to support many finely classified head accounts and rich business models.

Where is the middle-aged and elderly vertical APP that survived the big waves?

In the past two years, middle-aged and elderly users entered Tik Tok and Aauto Quicker, which was more a spontaneous process of users, and important changes will take place next. As time goes by, these giants will inevitably have more layouts for middle-aged and elderly users in the future.

Behind Aauto Quicker and other giants stepping up the layout of middle-aged and elderly people, the online behavior of 400 million middle-aged and elderly people is rapidly evolving in breadth and depth. Like young people, they will move online in the future, such as shopping, buying classes, ordering takeout and investing in wealth management. Content and social networking are still the best user portals.

Compared with pictures and texts, short video/live broadcast has unique advantages: it is easier to receive information, the content is more lively and intuitive, and most elderly people have different eye problems. Watching videos is more eye-friendly than reading words.

Even WeChat, which started with graphic content, is stepping up its transformation to video, and launched live broadcast and video numbers in the past year. According to the follow-up observation of AgeClub, after several middle-aged and elderly entertainment platforms broadcast live on WeChat, the number of simultaneous viewers will soon reach thousands or even tens of thousands, indicating that middle-aged and elderly people have a very high acceptance of live video.

In the process of competing for quickly online middle-aged and elderly users, the giants relied on the platform ecology to get dividends in the early stage, but they have not paid full attention to the development of middle-aged and elderly users from the platform strategy level. As for the APP/ applet that entered the middle-aged and old-aged market in the last round of Internet entrepreneurship boom around 2014, they have gone through many detours and also precipitated a unique model in terms of users, products and realization.

Combing the APP/ applet with candied beans, beautiful articles, color TV, small rice cakes, etc., middle-aged and elderly users account for the main proportion, and they all "survived" through big waves. Their development experience and process are very worthy of attention.

Rise: We must seize the traffic/content bonus of middle-aged and elderly users.

These apps and applets with middle-aged and old people as the main users have consciously or unconsciously seized the dividends of middle-aged and old people migrating to smart phones and WeChat in the early rapid growth.

For example, the small rice cake focusing on audio albums and short videos is a typical example of grasping the social fission dividend of WeChat and rising. The small rice cake was first launched in 2014, and it has been tepid. In January, 2017, the WeChat applet appeared. At the end of May of that year, the Xiaomi Cake launched the applet, and it was bound with WeChat official account, which opened up the seamless diversion between WeChat official account and the applet, thus rapidly expanding the user group of Xiaomi Cake.

At that time, within a month, the number of users of small rice cakes rose from 10 million to 20 million.

The start of the beautiful article also benefited from the rapid popularization of smart phones among middle-aged and elderly people, which resulted in a strong demand for editing and sharing long pictures and texts.

Founder Tang Qi once revealed that he was still working at Huawei at that time. At first, he made a simple demo and promoted it within Huawei, and then the number of users continued to rise. After the APP was officially launched, it only found relatives and friends to help forward the online articles on the first day, and then it was not promoted. Its early 10 million households were brought by users themselves.

Another path of user traffic bonus is the application of market buying. Fan Zhaoyin, the founder of Love Square Dance, once reviewed the pioneering course in the field of square dance at the forum on innovation and entrepreneurship for the elderly held by AgeClub. In 2015-2017, an APP was launched in the application market, and the average customer acquisition cost per download was only 1.5-2.0 yuan. Later, companies with a valuation of tens of millions of dollars appeared in the square dance industry. These companies are typical of financing and buying traffic.

Another middle-aged and elderly video APP entrepreneur also told AgeClub that when it was launched in the Android market, the user retention of Huawei mobile phones was higher than that of oppo and vivo, which may be the reason why people who buy and use Huawei mobile phones are older.

In addition to the bonus of middle-aged and elderly users migrating to WeChat, the bonus of content theme also plays an important role. Many middle-aged and elderly entrepreneurs have mentioned in unison that in the years of 2015-2018, there are still few contents on WeChat that meet the reading interests of middle-aged and elderly people. As long as explosive content is produced by combining the characteristics of the post-50 s and post-60 s, it is easy to quickly break out among users and gain a large number of new users.

Midcourt: Find the core requirements, polish the function/realize —— Candy beans hold fast to the leader of the square dance, American articles strengthen long graphic editing, color TV focuses on video editing, and small rice cakes focus on information flow recommendation.

After grasping the user/traffic/content bonus, it is also very important to polish the product. Whether the middle-aged and elderly user experience can be continuously optimized and improved is the key to determining whether the middle-aged and elderly APP can really retain users.

APP/ applets such as candied beans, beautiful articles, color TV, and small rice cakes are unique in their products, which reflects the deep understanding of core users, and the subsequent commercial realization can be realized smoothly.

Candy beans are aimed at the square dance group from the beginning, and they are the leader of the square dance group, so they are all around this group in terms of APP function, teaching system and operation activities.

In terms of common video playback functions, Sugar Bean has designed functions that ordinary short video apps don’t have, such as slow playback, mirror, screen projection to TV, AB loop, etc. Video can be projected to a big-screen TV, and the picture can be flipped on the mirror to facilitate comparative learning, taking care of the needs of square dance groups to learn and practice dance at home.

Many square dance leaders need to shoot their own teaching demonstration videos, and Candy Bean has added the functions of adding titles, flipping and splitting screens in shooting and editing. In order to take care of women’s love of beauty, they can also whiten and slim the characters in the video; In addition, in order to enrich the playability of the video, it is also supported to dig out the portrait from the green screen and put it in a new background, or copy a character into three or five people.

In order to enable middle-aged and elderly users to master the skills of video production, Sugar Bean recorded a series of video courses, such as "Have you used the new function of green screen keying?", "Tutorial of changing colors for clothes", "Changing the sky for real video" and "Making special effects for opening video transitions".

In operational activities, theme shooting and evaluation activities were launched according to social hotspots and time nodes, such as "Online Free Clinic Against Pneumonia" during the epidemic and "Mother’s Day Gesture Dance Selection" before and after Mother’s Day.

The live broadcast section of candied beans also has distinctive square dance characteristics. The content of the live broadcast is mainly that professional teachers are promoting paid courses such as square dance, aerobics and modeling, and a small number of anchors are carrying square dance costumes or teaching mobile video production.

Color TV is an APP that started with video editing, and later developed functions such as community and live broadcast, but the functions of video editing are unique. For example, you can freely add titles, splice multiple video materials, adjust the video order, add soundtracks and subtitles.

In order to help middle-aged and elderly users learn video production, special teaching sections "Color TV College" and "Color TV School" are launched, which mainly focus on video editing and production, as well as poetry creation and folding fan production.

In the process of making editing videos, many middle-aged and elderly users need more and newer materials and more powerful editing functions, resulting in a clear willingness of members to pay.

And members have brought a lot of income to color TV. According to Age Club’s understanding from the industry, the current membership income of Color TV is in the order of tens of millions.

At the beginning, the beautiful article mainly used mobile phone to edit long pictures and texts, which just seized the opportunity window that WeChat can only edit and publish long pictures and texts on the PC side, and it is too expensive for many middle-aged and elderly people to learn and use.

Therefore, it can be seen that the function of American articles in graphic editing is the most powerful in all apps. You can adjust the text size, color and boldness, add serial numbers to paragraphs, and adjust the alignment of paragraphs; In addition, audio and video can be added to the article, and pictures can be added in the form of single sheets or puzzles.

In terms of realization, the main income of American articles-members and prints-is extended from long graphic editing. In the membership service of 19 yuan/month and 198 yuan/year, the main functions are related to graphic editing, such as high-definition original pictures, high-definition videos, high-definition titles, massive pictures, advanced typesetting, template customization, exclusive music and exclusive templates.

Small rice cake is a rare "technical flow" in the application of middle-aged and elderly people. The technical characteristics are not reflected in the powerful and perfect editing and production of the main function "Audio Album". In fact, this functional little rice cake adheres to the principle of minimalism, and can only add words, pictures and videos without further freedom.

Small rice cakes pay more attention to the sharing and communication of middle-aged and elderly users after editing, the use time brought by browsing short videos on small programs, and the advertising click income brought by it, so they emphasize the recommendation algorithm behind short video information flow.

There are several small programs of the same kind launched by Xiao Niangao, such as blessing circle, small bench group photo album, etc., all of which are based on minimalist graphic editing+extremely fast sharing and communication+information flow recommendation, showing the same technical characteristics and traffic thinking.

Ru Haibo, the founder of Xiao Niangao, is one of the few middle-aged and elderly entrepreneurs who rushed in with the emphasis on mobile Internet opportunities. He has previously started several projects and worked as an investor in Jingwei Venture Capital.

In contrast, Jiang Yimin of Color TV was born in the chip industry, and the founder of the American article was from Huawei. The founder of Candy Bean was a technical background in video before, and they were not particularly good at business models.

Giant sinking VS small and beautiful vertical APP: Who is the future of middle-aged and elderly Internet?

The candied beans, beautiful articles, color TV, and small rice cakes that survived this round of entrepreneurial tide in 2014 have all gone out of their own unique models in terms of users, products, and realization, and there are many companies with incomes of tens of millions to hundreds of millions of yuan.

The essence of its success is to capture the group of middle-aged and elderly users who are the first to set foot on the wave of mobile Internet, are the most socially active and have relatively strong purchasing power. For example, Candy Bean captures the captain of the square dance who has a strong demand for learning new dances, and Color TV and Beauty Articles capture the vitality of middle-aged and elderly people who like traveling parties and taking photos and videos.

Vertical APP has done a perfect job in a certain segment demand for middle-aged and elderly users, successfully attracted small and heavy users, and cultivated their payment habits to achieve a small and beautiful development state.

However, the other side of the matter is that if the vertical APP wants to "go out of the circle" and expand its target users from small groups to billion-level users with more dispersed needs and greater differences, it needs to expand heterogeneous categories in content, design a more sticky social structure in users’ social relationships, and make trade-offs in improving and simplifying functions. In the past, it was no longer applicable based on the needs understanding, product experience and liquidation methods of small users.

In fact, these apps have indeed done or are doing "out of the circle" attempts. However, some restrict the expansion of content categories because of the graphic form, some are too heavy to change users’ mental cognition because of their vertical attributes, and some are hesitant in the strategic direction because of the company’s genes …

There is no doubt that giant platforms such as Tik Tok and Aauto Quicker have a deeper understanding of the needs of billion-dollar users, and the rich and complete platform ecology and closed-loop business of giants will also bring more possibilities for the middle-aged and elderly Internet.

1. Tik Tok/Aauto Quicker: Fully tap the long tail content, and middle-aged and elderly people are willing to pay for interesting and dreamy "knowledge".

After several years of rapid development, Tik Tok and Aauto Quicker have become enough content/social platforms to threaten WeChat, and the rich entrepreneurial opportunities for middle-aged and elderly people that once appeared on WeChat are likely to be repeated in Tik Tok and Kuaishou, which will be richer and more different.

As previously analyzed, although middle-aged and elderly users in Tik Tok are growing rapidly, and some accounts attract a large number of middle-aged and elderly fans, compared with the content ecology of the whole platform and the rich hobbies of middle-aged and elderly people themselves, there are still many content needs that have not been met.

Moreover, compared with the explosive topics such as emotion, health and pension displayed in the form of pictures and texts on WeChat, the form of short video/live broadcast is naturally suitable for many long-tail contents, such as gardening, tea art, photography, chess and chess, wenwan collection, etc., which are popular among middle-aged and elderly people. The video mode is more impactful and can stimulate the interest in learning and paying.

There are already cases in which high income is obtained by selling classes for middle-aged and elderly fans.

"Chen Libao Suona", a fast-paced suona anchor, is also a young wind player of the Central National Orchestra. He once participated in "I am a singer" with singer TanJing, and is a well-known post-85 s performing artist. At present, there are 450,000 fans, accounting for 27% of those over 41.

The short videos on its homepage are mainly videos of its own performances and rehearsals, as well as songs co-operated with TanJing and Sitar tan. During the live broadcast, it explains suona knowledge and answers various questions of fans, with an average of 400-500 people online.

Chen Libao’s suona courses include "zero-based speed learning series" and advanced course series, which are quite popular after its launch. The hottest course has 7,600 buyers, and the number of buyers of other courses is mostly between 1,000 and 3,000.

In addition to selling classes, Chen Libao also sells suona and other musical instruments in the live broadcast room. The price is around 1000 yuan, and nearly 10 instruments can be sold every day.

In the media interview, Chen Libao once revealed that there are college students, music teachers, business owners, bus drivers and farmers among the students, and the oldest student is over 70 years old.

In fact, middle-aged and elderly users not only buy suona courses on Aauto Quicker, but also have singing education programs for middle-aged and elderly people with millions of paying users on WeChat ecology. The logic behind it is actually the same. Middle-aged and elderly people are willing to pay for their "dreams".

2. "Wechat business" on the fast hand: Why do you choose wig products with middle-aged and elderly people as the main users?

Tik Tok and Aauto Quicker started from the Internet, and the e-commerce business that undertakes the heavy responsibility of making profits is the common focus of the two companies. As mentioned above, there have been accounts for clothing and accessories for middle-aged and elderly people. Tik Tok and Aauto Quicker undoubtedly have greater opportunities when similar businesses on WeChat are saturated.

The two platforms also pay more and more attention to online and offline communication, and both launch the same city plate to encourage local businesses to settle in, which brings new opportunities to many local service businesses.

Especially in Aauto Quicker, which is decentralized and community-oriented, traffic distribution tends to tilt to the waist and tail accounts, which has more room for local services targeting middle-aged and elderly people.

Taking the tourism category as an example, there are more than a dozen matrix accounts of "Zhangjiajie Tourism Reception", many of which have 1 million or even 2 million fans, and middle-aged and elderly users account for an important proportion, generally between 10-30%.

Similar to the recruitment and joining agent model in WeChat Ecology, there are already teams operating on Aauto Quicker, and the selected products happen to be wigs with middle-aged and elderly customers as the main target.

There are many wig accounts in Aauto Quicker, most of which are opened in wig stores to drain their offline stores.

Aauto Quicker’s account matrix "Salongwei" adopts the mature Wechat business model, creating new concepts of "wearing hairstyle" and "scene clipping" to relieve ordinary consumers’ resistance to wigs, and recruiting wig partners throughout the network through short video/live broadcast, promising to provide a perfect course training system;

For example, there is a CEO interactive system in management, an online sales system, a terminal marketing course and a product manager in marketing, and China scene tailoring in wig technology.

Another Aauto Quicker account matrix named "Elephant Replacement" provides nationwide door-to-door replacement service for C-end users, and offline training and wig raw material supply for B-end users who start businesses and open stores.

The offline training costs 2,980 yuan for 3 days, and the main contents are replacement technology, self-media promotion and physical store sales skills.

Why are wigs favored by Wechat business team? First, because of the high gross profit, according to AgeClub, the purchase price of wigs from Wechat business to stores is only 300-500 yuan, which costs 2,000-3,000 yuan.

Second, wigs require high marketing ability, because wigs are not a category with high public acceptance at present, which requires a lot of publicity and education for users and a lot of marketing training for the team, which is precisely Wechat business’s specialty.

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All the above data and cases have fully explained the vitality and potential of middle-aged and elderly people in the Internet world. But we believe that this is only the beginning for 400 million middle-aged and elderly people to fully embrace the Internet life.

Looking back at the content/social development path of middle-aged and elderly people, we will find that it is halfway compared with young people, and there will be many possibilities in the future:

In the form of information, from text to voice, pictures to video;

In social relations, from acquaintances (family, colleagues, classmates, comrades-in-arms) to semi-acquaintances (community owners, square dancers, etc.) to strangers (network friends, senior college students, etc.);

On the theme, from family parent-child, health, emotion to various long tail subdivision hobbies;

In terms of demand experience, from simple operation to rich content to information property security (from online behaviors such as shopping, payment, investment and wealth management).

In June, 2022, Ideal L9 was officially released, officially delivered to users at the end of August, and the 10,000th vehicle officially rolled off the assembly line at the end of September, which set a new record in the industry. However, this is not all, because the second car of the Ideal L series, the Ideal L8, was officially released on September 30th. The new car offers two models, L8 Pro and L8 Max, and announced the price of 359,800 yuan and 399,800 yuan. The order will be started at 16: 05 on the 30th, and friends who want to buy it can place an order.

In addition, it is surprising that the ideal L7 also announced the price and related vehicle configuration at the press conference. It is also two cars, L7 Pro and L7 Max, with prices of 339,800 yuan and 379,800 yuan. The new car will be unveiled at this year’s Guangzhou Auto Show and delivered in February 2023. So, we now know the information of the ideal L8, and then we will share the ideal L7 with you.

Ideality L8

LI official said that the ideal L8 is the replacement model of Li ONE, and it comes from the same platform as the ideal L9. From the car name, it is not difficult to find that the L8 is located below the L9, with a lower positioning, but it is still a medium-sized and large SUV. Now, I will share with you some key information about the ideal L8, so don’t cross it off and read it slowly.

I. Vehicle delivery

After the order was opened on September 30, 2022, the production of Ideal L8 Pro and Ideal L8 Max was arranged in the order of ordering time and delivered within the expected delivery time. Ideal L8 will be officially delivered at LI Delivery Center in early November 2022. The ideal L8 Max will be delivered in early November, and the ideal L8 Pro will be delivered in late November. Due to factors such as configuration and pick-up city, the delivery order of some orders may be slightly different.

Second, the design, size and optional configuration

I am very familiar with the ideal L8 when I see it. Loosely speaking, it is a model of the ideal L9. The platform is the same and the appearance design is very similar. You can find the difference in the following pictures to see what are the similarities and differences between the ideal L8 and the ideal L9 in design. I won’t go into details about the design of the ideal L8. Let’s study it ourselves.

In terms of dimensions, the ideal L8 is positioned lower than L9, and the body size is smaller. The length, width and height of L8 are 5080/1995/1800 mm, and the wheelbase is 3005 mm, in which the length, width and height are respectively 50/35/40 mm longer than that of Li ONE, and the wheelbase is 70 mm longer, 138 mm and 3 mm less than that of ideal L9, and the wheelbase is 100 mm less. Therefore, the ideal L8 has made a qualitative leap compared with Li ONE, which is shorter than L9, and its width and height are still equivalent to L9.

In terms of optional configuration, the ideal L8 appearance provides metallic paints in four standard colors: gold, silver, gray and black, and three special edition car paints: purple special edition pearl paint, green special edition pearl paint and blue special edition cold light paint. The interior offers black and white two-color interior, black coffee two-color interior and black orange two-color interior to choose from. In terms of wheels, there are two sizes of 20-inch and 21-inch wheels, and two styles of silver-gray two-color wheels and black-gray two-color wheels are available. Among them, the special appearance color scheme is 10,000 yuan, the 21-inch wheel hub is 10,000 yuan, and the electric pedal is 10,000 yuan.

Third, intelligent cockpit and intelligent driving

1. Intelligent cockpit

The interior layout of the ideal L8 is basically the same as that of the ideal L9, and it still smells familiar on the center console. In the intelligent cockpit, first of all, the three-position steering wheel is still designed with a small display screen of the driving computer, and there is no traditional instrument panel design. The central control center is a dual screen, which integrates most vehicle settings and entertainment functions, but the level of intelligent cockpit varies according to different models. Among them, the ideal L8 Pro comes standard with intelligent cockpit SS Pro, using Qualcomm Snapdragon 8155 chip and front four-screen interactive system (HUD, safe driving interactive screen and two front 15.7-inch LCD screens). The ideal L8 Max model comes standard with smart cockpit SS Max, which adopts Qualcomm double Snapdragon 8155 chip and five-screen three-dimensional interactive system (HUD, safe driving interactive screen and three 15.7-inch LCD screens in the front and rear rows).

In the riding part, the ideal L8 only provides 6-seat version, and the seats are made of 3D comfort sponge and Nappa leather. The seat shape is developed according to the body model of China users, and the shape fits the body very well. The ideal L8 three rows of seats are all electrically adjustable with heating function. The first and second rows of seats are equipped with ventilation and waist massage functions as standard, and each seat is equipped with luxurious and comfortable soft pillows. The narrowest part of the central passage of the second row of seats is 181 mm, which is convenient for users in the third row to enter and leave. In addition, the all-electric steering wheel combined with the seat welcome function can also provide drivers with a more comfortable experience of getting on and off.

In the part of audio-visual entertainment, Ideal L8 inherits Li ONE’s four-screen voice interaction function, and improves the entertainment experience of the whole car again. The smart space Pro system used adopts dual LCD screens with 15.7-inch 3K resolution, which supports Type-C cable projection, and 19 speakers with 7.3.4 Dolby panoramic sound technology provide a high-quality sound experience. In addition, the ideal L8 Pro uses a Qualcomm Snapdragon 8155 car rating chip to ensure the fluency and response speed of interaction.

The smart space Max system equipped with the ideal L8 Max has three 15.7-inch LCD screens, 21 speakers, 7.3.4 Dolby panoramic sound technology and 3D ToF sensor, which provides the ultimate audio-visual experience for passengers in the car. In addition, the ideal L8 Max uses two Qualcomm Snapdragon 8155 car rating chips, which provide powerful computing power for driving, AI, software and entertainment, and can provide a brand-new audio-visual experience for users in the car by directly connecting Nintendo Switch and AR glasses through a line.

2. Intelligent driving

The ideal L8 is also very strong in intelligent driving. The ideal L8 Pro will come standard with the ideal AD Pro intelligent assisted driving system, and will become the first vehicle in the world to adopt the domestic intelligent driving chip Horizon Journey 5, with a total strength of 128TOPS. The ideal AD Pro adopts a pure vision scheme, and its perception, decision-making, control and algorithm are all independently developed, and the high-speed NOA navigation assisted driving function is standard.

The ideal L8 Max will come standard with the ideal AD Max intelligent assisted driving system. The dual NVIDIA Orin-X computing chips carried by the ideal AD Max intelligent driver assistance system have finally reached 508TOPS, which can effectively process the fusion signals of high-definition cameras, laser radars, millimeter-wave radars and ultrasonic sensors in real time. The dual processors are mutually redundant, which makes the intelligent driving system run more stably. In the future, the system will realize the intelligent assisted driving function in the whole scene. In addition, LI said that in the future, it is expected to achieve L4-level autopilot assistance capability in 2025.

Fourth, the power system

The ideal L8 is equipped with the same 1.5T four-cylinder range extender and the combination of motor and battery as the ideal L9. The fuel consumption of CLTC heat engine is only 5.9 liters /100 kilometers. With the battery pack of 42.8 kWh, it can achieve the endurance performance of CLTC with a comprehensive cruising range of 1315 kilometers and WLTC with a comprehensive cruising range of 1100 kilometers. The front and rear dual-motor four-wheel drive system consisting of the front five-in-one drive motor and the rear three-in-one drive motor can realize the power performance of 0-100 km/h and accelerate for 5.5 seconds.

In terms of suspension, the front suspension of the new car is a double wishbone independent suspension, and the rear suspension is a five-link independent suspension. With the intelligent air spring and the CDC continuous variable damping shock absorber with millisecond response, it provides flagship driving and riding comfort. Not only that, the air suspension provides a warranty of 8 years and 160,000 kilometers, allowing users to feel at ease.

Ideality L7

At this conference, LI brought us a surprise and unexpectedly released the ideal L7. Ideal L7 is also a medium and large-sized extended-range SUV, officially defined as "the flagship five-seat SUV of home intelligence", which is the first five-seat SUV in LI. The car will also launch two models, the L7 Pro is 339,800 yuan and the L7 Max is 379,800 yuan. The new car will be unveiled at this year’s Guangzhou Auto Show and delivered in February 2023.

I. Size, design and optional configuration

The ideal positioning of L7 is a medium-sized and large SUV, but its size is a little smaller than that of L8. Its length, width and height are 5050/1995/1750 mm, and its wheelbase is 3005 mm, which is a little smaller than that of L8, but it is not small in the ranks of five medium-sized and large SUVs. In terms of design, there is not much difference between L7 and L8. You can feel it from the picture below, so we won’t go into details about the design.

Optional configuration, the ideal L7 is also two models. In appearance color matching, four standard colors of metallic paints, white, silver, gray and black, as well as two special edition car paints: green special edition pearl paint and blue special edition cold light paint, are standard. The interior offers black and white two-color interior, black coffee two-color interior and black orange two-color interior to choose from. In terms of wheels, there are two sizes of 20-inch and 21-inch wheels, and two styles of silver-gray two-color wheels and black-gray two-color wheels are available. Similarly, special color matching and 21-inch wheels need to be added.

Second, intelligent cockpit and intelligent driving

1. For the intelligent cockpit, the ideal L7 comes standard with a 13.35-inch color HUD and Mini LED interactive screen for safe driving, which projects important driving information onto the front windshield through the HUD head-up display system, so that the driver does not need to leave the road, making driving safer. The interactive screen for safe driving is located above the steering wheel. It adopts Mini LED and multi-touch technology, which can not only clearly display the necessary driving information, but also realize the touch control mode, making the interaction easier.

The smart space Pro system used in the ideal L7 Pro adopts dual LCD screens with 15.7-inch 3K resolution, supports Type-C cable projection, and 19 speakers cooperate with 7.3.4 Dolby panoramic sound response system to provide high-quality sound experience. In addition, the ideal L7 Pro uses a Qualcomm Snapdragon 8155 car rating chip to ensure the fluency and response speed of interaction.

The smart space Max system equipped with the ideal L7 Max has three 15.7-inch LCD screens, 21 speakers, 7.3.4 Dolby panoramic sound response system and 3D ToF sensor, which provides the ultimate audio-visual experience for the passengers in the car. In addition, the ideal L7 Max uses two Qualcomm Snapdragon 8155 car-class chips, which provide powerful computing power for driving, AI, software and entertainment, and can provide a brand-new audio-visual experience for users in the car by directly connecting Nintendo Switch and AR glasses through a line.

In terms of seats, the ideal L7 is designed with five seats. Its second row has a maximum legroom of 1,160mm, and its trunk is more than 1m deep. This kind of internal space exceeds the performance of the same class. The second row of seats supports electric adjustment, the maximum inclination angle reaches 40 degrees, and the cushion length reaches 520 mm, which makes the ride experience very comfortable. In addition, the right side of the second row is equipped with electric leg rest, which provides users with a natural, comfortable and unrestrained ride experience.

When the rear center seat of the ideal L7 is put down, it can be turned into an oversized armrest, which surrounds the whole seat with the soft elbow rest on the door, and immediately turns a luxurious and comfortable electric three-person sofa into two independent VIP seats. With 7.3.4 panoramic sound response system and double-layer sound insulation glass, you will have an immersive sound experience.

3. In terms of intelligent driving, the ideal L7 Pro will come standard with the ideal AD Pro intelligent assisted driving system, and will become the first vehicle in the world to adopt the domestic intelligent driving chip Horizon Journey 5, with a total strength of 128TOPS. The ideal AD Pro intelligent assisted driving system adopts a vision-based multi-sensor fusion scheme, and the perception, decision-making, control and algorithm are all independently developed, and the high-speed NOA navigation assisted driving function is standard.

The ideal L7 Max will be equipped with the ideal AD Max intelligent assisted driving system as standard. The dual NVIDIA Orin-X computing chips carried by the ideal AD Max intelligent driver assistance system have finally reached 508TOPS, which can effectively process the fusion signals of high-definition cameras, laser radars, millimeter-wave radars and ultrasonic sensors in real time. The dual processors are mutually redundant, which makes the intelligent driving system run more stably.

Third, the power aspect

Ideal L7 adopts LI’s brand-new four-wheel drive extended range electric system, which is a combination of 1.5T four-cylinder engine, motor and battery pack. The comprehensive cruising range of CLTC is 1,315km, and that of WLTC is 1,100km. For suspension, the ideal L7 comes standard with the ideal magic carpet air suspension with self-developed intelligent air suspension control system.

Finally, the arrival of LI L8, the price of 359,800 yuan and 399,800 yuan compared with Li ONE, had a surprise, after all, all aspects of product strength are much stronger than Li ONE. The ideal L8 show car will arrive at the exhibition hall during the Eleventh Five-Year Plan, and we look forward to the real car experience of the ideal L8. In addition, the ideal L7 can be said to be released without warning, the body size has been reduced, and the price has been lowered to 339,800 yuan, and five-seat models are provided for the first time, giving users more choices. At present, Ideal L8 and Ideal L7 are very strong in many aspects. What kind of order quantity will it hand over soon?