Pass! The tariff law shall come into force on December 1, 2024.

Xinhua News Agency, Beijing, April 26th (Reporter Shen Cheng, Zou Duowei) The Ninth Session of the 14th the National People’s Congress Standing Committee (NPCSC) voted on the 26th and passed the tariff law, which will take effect on December 1st, 2024.

Tariff is a kind of tax levied by the customs in the import and export process, which takes import and export goods and imported articles as the tax targets. In recent years, there have been new situations and changes in the field of tariffs, and it is necessary to formulate laws on the basis of summing up the experience of implementing the current system.

As a special tariff law formulated by our country, the tariff law keeps the current tariff system basically stable and the tax burden level generally unchanged, and improves the current system and relevant policy contents and rises to law. The tariff law consists of seven chapters, including general provisions, tax items and tax rates, tax payable, tax preferences and special circumstances, tariff collection, collection management, legal responsibilities and supplementary provisions.

Li Xuhong, vice president of Beijing National Accounting Institute, said that the introduction of the tariff law is a concrete manifestation of the implementation of the statutory principle of taxation, which will provide a more solid institutional guarantee for maintaining the import and export order, standardizing the collection and payment of tariffs, and protecting the legitimate rights and interests of taxpayers, and is of great significance for promoting high-level opening up and creating a market-oriented and legalized international business environment.

With the enactment of the tariff law, 13 of the 18 current taxes in China have enacted laws, and tax legislation has made a further progress.

Li Xuhong said that accelerating the pace of tax legislation is an inevitable requirement for building a government ruled by law and promoting a comprehensive rule of law. It is of positive significance for optimizing the tax business environment and giving full play to the key role of taxation in promoting the modernization of state governance.

China’s Internet Literature: From "Cool Literature" to "One of the Four Cultural Wonders in the World"

Text/Yangcheng Evening News reporter Sun Lei

site of activity

"I eat tomatoes"

"Squid who loves diving"

On October 12th, China Online Literature Influence List (2022) was released and Guangdong-Hong Kong-Macao Greater Bay Area Online Literature High-quality Development Seminar was held in Guangzhou. Online literature writers, critics, platform leaders and industry representatives from all over the country gathered together to discuss the present situation and future of online literature.

The event was hosted by the Chinese Writers Association, the Propaganda Department of the Guangdong Provincial Committee of the Communist Party of China, and co-organized by the Network Literature Center of the Chinese Writers Association, the Guangdong Writers Association and Huacheng College of Literature.

I eat tomatoes, love diving squid, drinkers, bandits, I think about saving and other well-known online writers appeared at the venue, as well as online literary critics, platform leaders, cultural industry representatives from all over the country to participate in the activities.

After 20 or 30 years’ development, the online literature born on the Internet platform has gradually bid farewell to the early state of "barbaric growth and mud and sand", constantly breaking through the typed writing of cool articles and gradually moving towards the mainstream, high-quality and even classic development path. The content ecology of online literature has been further optimized, the trend of high-quality products has become stronger, and the trend of "going out to sea" of online literature has gradually become a scale.

The Realistic Trend of Web Theme: Hi? Worry?

On the evening of October 12th, the China Online Literature Influence List (2022) was officially released. After strict initial evaluation, re-evaluation, final evaluation and online voting by readers, the Network Literature Center of China Writers Association launched four lists: online novel list, IP influence list, overseas communication list and newcomer list, with 29 online literary works and 8 newcomer writers on the list.

The reporter found that in this list of works, the theme structure of online literature is more optimized, and the realistic theme has become the "new favorite" of online texts, and excellent works are frequent. Among the works on the list of online novels, works such as Critical Path and Biography of Shanghai Mortal closely follow the pulse of the times and write about real life.

On April 10th this year, the "Research Report on the Development of Network Literature in China in 2022" issued by the Institute of Literature of China Academy of Social Sciences also pointed out this trend: realistic works entered the "golden age" with a high compound growth rate of 37.2%.

According to Huang Fayou, chairman of Shandong Writers Association and professor of Shandong University College of Literature, the prosperity of online literature’s realistic theme creation is, in a sense, an important manifestation of online literature’s mainstream and high-quality practice. "In recent years, the creation of realistic themes of online literature has made remarkable progress and development, which has injected new vitality into online literature and pushed online literature to break through the bottleneck of development, with a broader vision and a more diverse pattern."

The same theme of reform and opening up, online literature works are not only more vivid, but also more interesting, and there is no lack of depth and temperature. The application of network literature techniques and visual narrative means also brings new aesthetics to the creation of realistic themes. Huang Fayou said that, like "Daguo Heavy Industry", it has a deep understanding of the machinery industry, and is full of respect for the exploration spirit of technicians and the fighting spirit of workers who are not afraid of difficulties. The works have a kind of affectionate power.

Wu Lanqi Muge, an associate professor at the School of Humanities, Wenzhou University, emphasized that the greatest feature of online literature is its freedom, popularity and tradition of telling stories, which allows us to have leisure, entertainment and games, which is a very important reason for its existence. "If all online literature develops to realistic literature or high-quality literature, it will certainly fail to learn from the strengths of traditional literature. Network literature has some reasons for its existence. Among some fantasy, fantasy and story-telling theme types, we can see some innovations in ideological artistry and literature and art that are no less than traditional literature and fine literature. In fact, it already has the advantages and disadvantages of traditional literature. "

In addition to realistic themes, sci-fi works, as one of the most important online categories, are still growing at a high speed. In 2022, "science" appeared nearly 250,000 times in the book review area. In this list of works, "We Live in Nanjing" and "Nomenclature of the Night" have developed gorgeous imagination, written fantastic fables in the vast universe, and explored the boundaries of sci-fi theme creation.

With the development of science and technology and the popularity of sci-fi film and television dramas, the post-90s and post-00s are rapidly pouring into the production and dissemination of sci-fi online literature in the activity field of the Internet, which is naturally labeled as "younger". The "Z generation" writers have gradually become the main creative force, and the newcomers of online writers combine the latest cutting-edge technology to create, bringing a new look and atmosphere to the development of the industry.

"Going out", China traditional culture is sought after.

According to the data released by the Network Literature Center of the Chinese Writers Association, by the end of 2022, the overseas market scale of China’s online literature exceeded 3 billion yuan, with more than 16,000 online works exported overseas, and overseas users exceeded 150 million, covering more than 200 countries and regions in the world.

From 2004, qidian began to sell the copyright of online novels to the whole world, to 2006, the translated works of Ghost Blowing Lights and Zhu Xian opened the Southeast Asian market, and then overseas originality and AI translation were launched, and IP adaptation was popular overseas. China’s online literature has spread all over the world, and some people even listed China’s online literature as "the four cultural wonders of the world" along with Hollywood blockbusters, Japanese anime and Korean TV dramas.

On the overseas communication list published this time, "The Return of the Warrior" triggered readers in more than 170 countries and regions around the world to "catch up" with a compact plot and suspense story lines, with more than 500 million hits; Cosmic Pro combines various elements such as reiki revival, live martial arts broadcast and life evolution, and shows the powerful imagination and narrative power of China’s online literature overseas …

It is worth mentioning that, in the tide of "net writing goes to sea", the works that inherit Chinese excellent traditional culture have made outstanding achievements, attracting many overseas readers, and the international communication effect is outstanding.

According to Tian Zhiguo, deputy editor-in-chief of Reading Group, through investigation, they found that overseas readers like China traditional culture and modern China style. In 2022, China-related words appeared 150,000 times in readers’ comments. In readers’ related discussions, the most mentioned China elements include food, martial arts, tea art and panda.

Tian Zhiguo said that with the continuous going out to sea of online articles, the literary style relying on the Internet has become an important entertainment content in Southeast Asia and North America, which is loved by local young people. "We have opened up localized originality in the local area. The main types of works are 15 categories and more than 100 subcategories, mainly focusing on five major themes: city, game competition, science fiction, oriental fantasy and western fantasy. Many of the oriental fantasy themes are influenced by China’s traditional culture and have a strong Chinese style in theme setting and character setting. "

In recent years, many platforms have made efforts in the direction of audio and short video to promote the spread of China’s online literature overseas. According to Xie Guangcai, director and executive vice president of Chinese Online Group, as far as overseas communication is concerned, the current "ReelShort" short play can be described as a shining star in the European and American markets, and its user scale has developed very rapidly, making it a sample for short plays to go to sea. "The short drama of network development is a good outlet in the current two or three years, but its quality is the top priority of commercial operation."

Tong Ye, CEO of Twitter Technology, said that going out to sea is not just a text going out, but more importantly, letting Chinese culture go out. Xie Sipeng, editor-in-chief of tomato novels, also stressed that both the content and the mode of going out to sea are all China’s online articles going out to sea, and they all bear the mission and heavy responsibility of spreading China culture.

The degree of mainstreaming has increased, and excellent originality is still less.

While the iron is hot, you need to be hard. Whether the theme turns or the online text goes out to sea, high-quality online literature works are needed. This is also the core value of this list release and seminar: focusing on the mainstream and quality creation of online literature.

China’s online literature has been in a state of natural growth for quite a long time since it came into being spontaneously. Internet literature, which was born on the Internet platform, pays too much attention to market efficiency and pursues "fast", "long" and "cool" blindly, resulting in the problems of rough quality, vulgar content and deviation from mainstream values, which can be described as "barbaric growth and mud and sand".

In recent years, with the continuous promotion of the trend of quality content, the mainstream degree of online literature at home and abroad has been significantly improved in 2022: in China, 144 online works have been permanently collected by the National Library, and 10 digital versions of online works have been collected in the China National Edition Museum; Overseas, 16 China websites have been collected by the British Library, and they have spread to more than 200 countries and regions around the world, with 901 million users visiting overseas websites.

"It is necessary to promote the mainstream and quality of online literature innovation." Hu Bangsheng, member of the party group and secretary of the Secretariat of the Chinese Writers Association, observed that there are a large number of online literary works and rich types, but there are still few excellent original contents. He believes that holding an online literary and cultural heritage forum and publishing a list of online novels is to inherit the Chinese context, explore the development path, guide online writers to adhere to the correct creative orientation, and launch more online literary masterpieces.

"Mainstreaming, quality and classicalization are a plan for the whole online literature industry, which requires that online literature must serve this era. This requirement also invisibly constrains the creation of each of our online writers, regardless of personal will." According to Ouyang Youquan, a professor at Central South University, the current development of online literature is facing many changes. With the rise of audio and video industrialization, as the source of content, online literature must produce high-quality texts so that our creation can stand, spread and stay.

Guangdong is one of the cradles of online literature in China, and it is also the province with the largest number of online writers, and many "great god" writers who are famous all over the network have been born. According to Zhang Peizhong, Party Secretary and Full-time Vice Chairman of Guangdong Writers Association, by the end of 2022, there were more than 200,000 online literature writers in Guangdong, including nearly 40,000 people who signed contracts with websites and wrote, and 150 head writers. The number of authors, works and readers ranked among the top in China, with strong development momentum and broad prospects. "We should further strengthen the creation of high-quality products, speed up the IP transformation, increase the online literature’s going to sea, and truly realize the two-way development and two-way empowerment of Guangdong-Hong Kong-Macao Greater Bay Area’s online literature and cultural industries", and make Guangdong-Hong Kong-Macao Greater Bay Area an important pole in the development of China’s online literature.

[interview]

"I eat tomatoes":

Focus on creation, not following the market trend.

Network writer "I eat tomatoes", whose real name is Zhu Hongzhi, is called "tomato". In 2005, he began to serialize The Legend of the Star Peak in qidian, and since then, he has started the journey of online literature creation, and has successively published works such as The Star Change, Panlong, Swallowing the Starry Sky, The Age of the Wild, and The Professional Player of the Universe, breaking many online records.

Among them, Panlong, Swallowing the Starry Sky, Cosmic Professional Player and many other works are also representative works of online writing, which have been translated into English, Korean, Thai, Indonesian and other languages.

Yangcheng Evening News: For you personally, what is the biggest change in online literature over the years?

I eat tomatoes: the external environment has been changing, and we need to adhere to the initial intention of creation while adapting to the environment. Online novels developed vigorously in 2002, and it has been about 20 years now. Its future still has great potential and possibility. All we have to do is write a good story, and your story may spread explosively at the right time. You can’t follow the trend just because of what the market is, like the short video of the fire now, not that you have to do it. Writers still have to concentrate on creation, write a good work, and then wait for the opportunity.

Yangcheng Evening News: Now discussing online literature, many critics have put forward the expectation of "mainstreaming" and "quality". As an online writer, do you want your works to enter the mainstream vision?

I eat tomatoes: the ancients said, "If you take it, you will get it." You can set a high goal and then work hard in this direction. As for the result, I think it will be left to future generations to evaluate.

Yangcheng Evening News: Apart from online literature, have you tried to create more profound and serious literature?

I eat tomatoes: the boundaries of serious literature are actually rather vague. The essence of literature is to convey ideas. If the ideas you convey can still have a good influence on people after a hundred years, then I think your works are excellent literary works, and you are creating with a very serious attitude, which is exactly what I have been pursuing.

Yangcheng Evening News: Where does your creative source come from? What is the creative motivation?

I eat tomatoes: the source of my creation is the bits and pieces in my life, like sometimes looking at the blue sky and white clouds outside, I will conceive a very illusory world in my mind, or watching a news, which will also trigger some associations. These are the sources of creative materials.

If you are motivated to create, I feel that people still have to pursue something, and they can’t live in a daze all the time. I started writing in 2005, and it’s been 18 years now, which is equivalent to doing it all the time during the most creative period. Since this is the most important career in your life, I still hope to create some excellent works. If there are still works that are widely welcomed by readers many years later, it is still a very fulfilling thing for me.

Yangcheng Evening News: In your opinion, how does online literature creation relate to the times?

I eat tomatoes: as a member of society, the author will of course be influenced by various social news when he creates. However, for me personally, there is a certain time difference. Because when I write a novel, it is often long, up to several million words, so before I start writing, I will first determine the outline of the novel, and once it is decided, it will not be easily changed. Just like Jin Yong’s novels, there are many foreshadowing in the early stage, and these foreshadowing have already decided the direction of the later article. So the touch of news events may generally be integrated into the creation of my next work.

Yangcheng Evening News: Do you analyze readers’ preferences when creating?

I eat tomatoes: I may listen to readers’ opinions in the process of preparation, but once I start writing, I will stick to telling the story in my heart. I have written many creative themes, such as Xian Xia, science fiction, magic, city and so on. I like to challenge some unwritten themes, and different attempts are more fresh.

Yangcheng Evening News: What do you think or suggest about China’s online literature going out to sea?

I eat tomatoes: the first step of online literature is translation, so the translator is very important. A good translator should first like the work itself, and then be able to translate it into other languages smoothly. Besides the translator, the original work itself is fundamental. Another is the platform, which needs a suitable platform to spread excellent online literary works and reach overseas readers.

"Squid who loves diving":

Net articles with deep expression will have more audiences.

The online writer "Squid Who Loves Diving", whose real name is vilen, is a signing writer at the starting point and a platinum writer of Reading Group. He has written many online novels, such as "The Record of Death" (formerly known as "The Way to Immortality"), "The Divine Immortal", "The Master of Mysticity" and so on. Among them, the number of hits on the Internet of "The Divine Works of Olympiad Mathematics" exceeded 12 million, ranking first in the list of online novels in China in 2015 by Chinese Writers Association, and winning the first Biennial Award for Excellence in Chinese Online Literature.

He has also won the second "Mao Dun Literature Newcomer Award of Chinese Literature Foundation" and the third "Orange Melon Network Literature Award" and other honors. In 2016, he was elected as the vice chairman of the 8th Sichuan Writers Association. In 2019, he was elected as the chairman of Sichuan Network Writers Association.

Yangcheng Evening News: What do you think of the proposition of "classicalization" of online literature?

Squid who loves diving: I think there may be a long way to go to talk about the "classicalization" of online literature. What we should do first is to make it fine. As a creator, classicalization is definitely an unavoidable desire. But at this stage, as far as I am concerned, I can only say that I am constantly exploring in my own creative field and writing more timeless works, which can be passed down as much as possible.

Yangcheng Evening News: Will deep thoughts conflict with the pursuit of story in online literature?

Squid who loves diving: Not really, because online literature is aimed at hundreds of millions of readers. Some readers prefer relaxed and cool articles, while others want to see some works that can touch people’s hearts and arouse resonance. Network literature can’t please everyone, and it can only attract favorite readers as much as possible in its own field. On this basis, online literature with deep expression will have more audiences in the future.

Yangcheng Evening News: In your opinion, how has online literature changed in the past 20 or 20 years?

Squid who loves diving: the progress of technology has brought many changes to online literature. The earliest online literature was only serialized on the internet, and it was still a literary expression in essence. Later, with the development of technology, the era of mobile internet was ushered in, and many readers used their mobile phones to read books. At this time, as the author of online literature, in order to optimize the mobile phone reading experience, he will try to split long sentences into short sentences and remove large inner monologues. Now, with the assistance of AI, it can help to name the supporting role of the work, and even provide some story outlines, giving some ideas and inspiration. Of course, technology is always only an aid, which cannot replace the uniqueness of human creation, nor can it simulate the inner mental journey of each individual.

Yangcheng Evening News: What changes have you brought by engaging in online literature creation?

Squid who loves diving: I am very grateful to the industry of online literature, which makes me jump out of the established box.

Figure/Cai Yisheng

A few cents per episode supports 20 billion markets! The short drama of the explosion is also crazy overseas. What business models and participants are there?

At present, the short play market is hot. We estimate that the paid income of short plays will exceed 20 billion yuan in 2023. Short plays going to sea is also the main direction in the future. It is expected that overseas film and television companies and streaming media platforms may also join the short play blue ocean market.

The competitive advantage of domestic manufacturers is that they have rich experience in short drama production and streaming, and the speed of setting up overseas short drama shooting teams and responding to hot content is more agile, which is expected to seize users’ minds and market share in the early stage of industry start-up. The emerging mini-drama complements and perfects the existing video ecology in two dimensions: content form and distribution link, and there is a huge blue ocean market to be explored at home and abroad.

Source: New Fortune Magazine (ID: xcf Plus)

Author: Kuang Shi (chief analyst of GF Securities Media Internet) Xu Chengjuan (senior analyst of GF Securities Media Internet)

01

Estimation of the market size of short plays

According to the data of flying melon, the huge engine predicts that the short play market will consume 20 billion yuan in 2023. According to the hot cloud data, the average return on investment (ROI) of the short play industry is about 1.1, so we expect that the paid income of short plays will exceed 20 billion yuan in 2023.

The scale of sub-account income of short plays is expected to be less than 1 billion yuan. According to De Tawen, in the first half of 2023, there were 481 mini-dramas launched on domestic long and short video platforms, with 100 mini-dramas launched on Tencent Video, Youku, Mango TV, iQiyi, Tik Tok and Aauto Quicker, 72, 28, 7, 212 and 68 respectively. According to Yunhe’s data, in the first half of 2023, among the micro-short dramas launched online, the sub-accounts of "Provoking" and "Locking Love" exceeded 10 million yuan, and the sub-accounts of 30 short dramas exceeded 1 million yuan. Assuming that the average sub-accounts of the remaining 451 short dramas were 500,000 yuan each, the sub-accounts revenue of micro-short dramas in the first half of 2023 totaled about 360 million yuan. We expect that in 2023,

The market scale of small program short plays has grown rapidly, surpassing the fast-shaking short plays and long-video short plays that have been developed for many years. The main reason is that the "Tik Tok+Jump Payment" mode of small program short plays has a stronger spread in the information flow algorithm and a better user experience than the mode of fast-shaking short plays with promotion and payment at the end. In the diversion dimension, the completion rate of paid video is naturally low, and based on the algorithm, its propagation radius in the short video platform is small.

In the second half of 2022, Tik Tok opened a link of "massive star map purchase → Tik Tok platform diversion → jumping to WeChat applet → paying to watch short plays". Through a large number of film and television experts on Tik Tok platform, the eye-catching plot of short plays of small programs was edited into short video material and put in Tik Tok station. The broadcast effect of the material was good, the reach radius was wide, and the delivery link settled by CPS was accurate. In the dimension of user experience, if you insert video content that needs to be paid to watch completely in the information stream, or directly mount paid short plays, it will hurt the feelings of short video users who are used to free use to some extent, while short plays with small programs need to jump to small programs before entering the payment link, which separates free users on the short video platform from potential users with strong willingness to pay, effectively reducing the bad review rate of talent accounts and streaming materials.

The key miniseries in Tik Tok, Aauto Quicker and long video platforms must pass the content review of the radio and television administrative departments and obtain the Network Drama Distribution License. At present, the small program miniseries are mainly self-reviewed by WeChat and Tik Tok platforms, with a short review period and relatively loose scale.

02

Discussion on the future business model of short play: free VS payment

At present, the main profit model of small program short plays is pay-per-view, and the industry dilemma lies in the low profit level. According to the report of Whale Platform, the single episode of small program short play lasts about 1-2 minutes, the price of single episode ranges from a few cents to 3 yuan per episode, and the delivery cost accounts for about 80%-90% of the total paid income. The production cost of a single short play ranges from 100,000 yuan to millions of yuan, and then the technical service fee of the platform is deducted (for example, WeChat small program charges 10% technical service fee and gives back 6% incentive advertising fee).

The overall profit rate of small program short plays is low, the core reason is that the content of short plays is extremely homogeneous at present, and the product competition is concentrated in the delivery end, which leads to the average ROI of investment rolling up to about 1.1. According to our statistics, from January 1st to November 5th, 2023, the short dramas on the list in Tik Tok’s short program drama explosion weekly list accounted for 34% of the theme of "God of War". The solution to the low profit rate of small programs and short plays is to create differentiated competition through short play content and attract users to pay by virtue of outstanding content quality; The second is to accumulate loyal users through the supply of large-scale short plays and private domains such as APP, community and small programs, so as to improve the stickiness and repurchase rate of platform users and reduce the demand for purchases.

Figure 1: The value industrial chain structure of small programs and short plays

Source: WeChat Advertising Assistant, Reyun Data, Guangfa Securities Development Research Center.

From the perspective of market demand, compared with the content form and distribution link of long videos, short plays have the advantages of short episodes and fast plot rhythm, which are more suitable for the fragmented and exciting entertainment needs of contemporary netizens; and the production threshold is lower, the content supply is more huge, and Tik Tok and other streaming channels are superimposed, so that accurate distribution can be realized according to user tags. Therefore, we judge that after the quantity and quality of content supply in short drama industry are upgraded, there is still much room for further growth in market scale. On the one hand, we can gain new users in the sinking market and increase the viewing frequency, on the other hand, we can gain the fast-paced demand of some users on the long video platform.

From the perspective of business model, the scale effect of three business models, namely, payment on demand, membership subscription and free viewing of advertisements, is increasing. It is expected that the short play industry is similar to the online reading industry, and the free mode will eventually win most of the market share. At the same time, the scale effect of the free model is very strong, and we expect the platform to be highly centralized. Paid short plays will still occupy a certain market share with differentiated high-quality content. The core competitiveness is the content quality of short plays, and the market structure is expected to be relatively dispersed.

There is still some potential market space for short plays. According to the "Data Value Report of Aauto Quicker Short Plays in 2022" compiled by the magnetic engine, in 2021, the number of users who have seen Aauto Quicker short plays in China has exceeded 1 billion; According to people’s entertainment reports, as of July 2022, the daily users of short plays in Aauto Quicker reached 260 million. According to the report of the Capital Radio and Television Program Producers Association, the number of paid daily users (DAU) of mini-mini-dramas has exceeded 10 million. Assuming that the monthly paid users of short plays are divided into 0.3, 0.6, 0.9, 120 and 150 million, and the average user income (ARPU) is 50 yuan/month/person, the annual paid income of the corresponding short plays is 180, 360, 540, 72 and 90 billion yuan. Assuming that the daily users of free short plays are 1.0, 1.3, 1.7, 250 and 330 million, and the average advertising revenue generated by a single DAU is 0.7 yuan/day/person, the annual advertising revenue of the corresponding short plays is 256, 319, 426, 639 and 852 million yuan. According to LatePost, the revenue of tomato novels exceeds 10 billion yuan. According to QuestMobile, the average DAU of tomato novels in 2022 is 61.82 million, and the average advertising revenue achieved by a single DAU is about 0.44 yuan/day/person. Considering the short play content, the advertising forms that can be inserted are more diverse than the text content, and the advertising value is higher. However, it is expected that the free mode will seize most of the short drama users’ time, leading to a decline in the overall payment rate of the short drama industry.

03

There are many short plays, and the online platform presents a first-Mover advantage.

This year’s explosive small program short play market and low production threshold attracted a large number of players. At present, there are mainly the following participants in the short drama industry.

The first is the web platform. This kind of participants have two competitive advantages. One is that the IP of the reserved web text can be adapted into short plays, which are highly coincident in terms of user portraits, cool content and so on. The other is that the mature web text investment or distribution link can be reused with small programs and short plays. Due to the resource endowment of the online platform at both ends of copyright and distribution, it is the main player in the short play market of small programs at this stage. According to the huge amount of engine data cited by Whale Platform, from the fourth quarter of 2022 to the third quarter of 2023, the number of short drama copyright owners increased from 41 to 150, of which online literature accounted for 48%. At present, Dianzhong and Kyushu, which are in the first echelon of the small program short play industry, both started as online platforms, accounting for 18% and 15% of the explosion of small program short plays in Tik Tok this year respectively.

The second is the marketing company. The competitive advantages of such participants are: first, they have mature experience in content marketing and streaming; second, they can integrate talents, brand advertisers, e-commerce and other resources in the system, extend the realization chain of short plays, and obtain incremental benefits through online celebrity incubation, advertising placement, live broadcast and delivery.

The third is the film and television company. The competitive advantages of such participants are rich film and television resources and professional drama production ability. With the improvement of industry supervision and the upgrading of users’ aesthetics, the production threshold of small programs and short plays will be improved as a whole, and the quality of content will become a more critical core competitiveness. We judge that film and television companies will become the main players in the short play market in the next stage.

The fourth is the state-owned enterprise of radio and television department. The competitive advantage of this kind of participants is that they have the License of Audio-visual Program for Information Network Communication and related film and television resources.

In addition, many game companies, social platforms, e-commerce companies, comic platforms, etc. are entering the short drama track by virtue of their competitiveness in content production and investment.

Figure 2: Number of times in Tik Tok’s short program and short drama explosion weekly list from January 1, 2023 to November 5, 2023 (times)

Source: Tik Tok, Guangfa Securities Development Research Center.

04

Radio and television, small programs and short plays move towards standardized review

In view of the censorship policy of short plays, short and long video platforms have been brought into the standardized management of radio and television administrative departments, and it is necessary to review the contents of the radio and television administrative departments and obtain the Network Drama Distribution License, or complete the filing of online audio-visual programs in accordance with the relevant regulations on the management of network dramas. At present, platforms such as Tik Tok and WeChat are responsible for the censorship of short plays. On the whole, the content review scale of small program platform is relatively looser than that of radio and television management department, and some small program short plays contain industry chaos such as bad value orientation and vulgar edging. On the one hand, the radio and television management department encourages the industry to develop continuously, on the other hand, it accelerates the improvement of management mechanism and tightens the efforts to control illegal content.

On November 15th, 2023, the State Administration of Radio, Film and Television once again launched a one-month special rectification work, focusing on the orientation, title, content, aesthetics, personnel, publicity, broadcasting and other aspects of online mini-dramas, increasing the disposal of illegal online mini-dramas, and improving the review mechanism of advertising promotion. Subsequently, Tik Tok, WeChat, Aauto Quicker and other platforms have issued disposal announcements. Tik Tok recently removed 119 micro-short plays that violated regulations in small programs and disposed of 1188 Tik Tok accounts that illegally promoted micro-short plays; Aauto Quicker removed more than 10 illegal mini-dramas, and punished 13 accounts that posted illegal content according to the degree of violation. In the future, the State Administration of Radio, Film and Television plans to formulate "Detailed Rules for the Creation, Production and Content Audit of Internet Miniature Plays" to promote the inclusion of Internet Miniature Plays APP and applets in daily institutional management.

We judge that the content review requirements of small program short plays in terms of film title, theme, plot, aesthetics, personnel, etc. will gradually be in line with the network short plays of long and short video platforms, especially for key short plays with certain influence or popularity. Previously, the industry chaos that some small programs and short plays attract users through vulgar and eye-catching plots will eventually be completely managed, and the content competition will turn to the production and development capabilities of dramas under the compliance framework. Finally, the network micro-short drama APP and small programs will be included in the daily institutional management under the radio and television system.

05

Short Play Going to Sea: Blue Ocean Market, which is expected to create a leading vertical APP.

Short drama APP is a new "top stream" for China’s application to the sea. According to data.ai Intelligence data, short drama manufacturers began to try to enter the overseas market in 2022. As the head product ReelShort accelerated the launch of local original short dramas and increased the scale of launch, the overseas downloads of short drama apps began to explode in June 2023. From July to October, the overseas monthly downloads of short drama apps remained above 2 million.

As a kind of short video content, short plays have both short and compact narrative rhythm and continuous plot development. When short plays go to sea, users have lower understanding threshold, stronger audio-visual experience, and it is easier to build a production system that specializes in producing content (PGC) overseas. Therefore, we expect that short plays will go to sea more easily than long video platforms and web platforms.

Figure 3: Overseas monthly downloads of popular short drama apps go by.

Data source: data.ai Intelligence, Guangfa Securities Development Research Center.

Similar to the current situation of the domestic short drama industry, the current short drama participants are mainly online text manufacturers, game companies, marketing companies and video platforms with overseas experience. Among them, online text manufacturers have also seized the leading position in the overseas short drama market by virtue of their rich IP reserves, domestic short drama production experience, overseas investment ability and user accumulation. It is expected that overseas film and television companies and streaming media platforms may also join the short drama blue ocean market in the future. The competitive advantage of domestic manufacturers lies in their rich experience in short drama production and streaming, and their ability to form overseas short drama shooting teams and respond to hot content is more agile, which is expected to seize users’ minds and market share at the initial stage of industry start-up.

From the perspective of ReelShort’s starting path, the core driving force is the content of explosive short plays and the scale of delivery. According to the little data, the download volume and income of ReelShort increased significantly in July, the end of August and the end of October this year, corresponding to ReelShort’s launch of explosive short plays "Fated to My Forbidden Alpha" and "The Double Life of My Billionaire Hubband" in June. On August 28th, the short drama "Goodbye, My CEO" was launched, and on October 21st, the short drama "I Got Married Without You" was launched. At the same time, according to APPgrowing, ReelShort’s launch scale has increased synchronously around the above time point. ReelShort’s distribution channel is mainly Meta-system. According to APPgrowing, the delivery channels of ReelShort this year accounted for 25%, 25%, 24% and 24% respectively.

06

Investment direction: There is a huge blue ocean market to be explored at home and abroad.

The emerging short play of small programs complements and perfects the existing video ecology in two dimensions: content form and distribution link, and there is a huge blue ocean market to be explored at home and abroad. In China, the paid income of small programs and short plays is expected to exceed 20 billion yuan this year, and it still maintains a relatively fast growth rate, but the overall profit rate is low due to the relatively low content quality and fierce competition at the delivery end. The State Administration of Radio, Film and Television has begun to tighten the content review. It is expected that the overall quality, matching user range and profit level of short plays will be significantly improved after the clearing of the industry and the entry of professional production institutions. It is judged that the business model of short plays in the future will be paid and free. The core competitiveness of the free short play platform is the user scale and will occupy the main market share, and the core competitiveness of paid short plays is the differentiated high-quality content. Overseas, a large number of short drama apps have been launched and their rankings have risen rapidly. At present, the estimated revenue of ReelShort, the leading product, has exceeded US$ 20.51 million so far this year, and the overseas short drama market is still in the stage of large-scale content capacity building and user cultivation.

At present, the head short video platform’s support for short drama content at home and abroad and its extension to the production of short drama content deserve special attention. Pay attention to reading companies with rich IP and high synergy with short drama format; In addition, based on rich experience in content production, some film and television or game companies will release their production capacity and competitive advantage in the next stage, and they can pay attention to the stimulation of the emergence of explosive works on industrial development. At the same time, the content output cycle of short drama industry is short, and the iteration is fast. Marketing announcement is an important help for product breakthrough. With more short drama platforms and content going out to sea in 2024, it is expected that the marketing budget will also increase at a high speed. Paying attention to marketing companies with content marketing and going out to sea will extend the realization chain of short drama content.

However, at present, the short drama industry still needs to pay attention to four major risks. First, the State Administration of Radio, Film and Television has tightened its censorship policy on small programs and short plays; Second, the intensified competition in the industry has further reduced the profit rate; Third, the uncertainty of the income of short drama projects; Fourth, the progress and performance of short drama business of listed companies are less than expected.

Any information and information mentioned in this article is only the expression of the author’s personal views or the statement of specific events, and does not constitute recommendation and investment advice, and does not represent the position of the society. Investors should bear the risks and consequences of investing accordingly.

Notice on Launching the Special Action of "Clear and Clear Network Violent Control"

Network Information Offices of Party Committees of all provinces, autonomous regions and municipalities directly under the Central Government, and Network Information Offices of Party Committees of Xinjiang Production and Construction Corps:

According to the overall arrangement of the "Qinglang" series of special actions in 2023, the Central Network Information Office decided to launch a one-month special action of "Qinglang Network Malicious Remediation" nationwide from now on. The relevant matters are hereby notified as follows.

First, clear work objectives

Focus on the key links where online rage is easy to breed, severely crack down on malicious attacks, provoke group opposition, vent extreme emotions and other outstanding issues, resolutely punish a number of illegal accounts, groups and website platforms, and effectively curb the spread of online rage. By carrying out special rectification, we will further compact the main responsibility of the website platform, find out the problems and loopholes in depth, improve the system and mechanism for preventing and controlling network rage, effectively protect the legitimate rights and interests of the majority of netizens, and maintain a good network ecology.

Second, focus on rectifying 7 kinds of outstanding problems

The special action focuses on key platform types such as social networking, short video and live broadcast, and resolutely cracks down on the following seven issues:

1. The behavior of "network toilet" and "opening a box to hang people".Create special BOT accounts, post bars, topics, groups, etc., and receive and publish mocking, malicious comments, curses and abuse information for specific groups or individuals through anonymous submission and shouting from a distance. Maliciously "open the box" and "hang people" in the name of exposure and criticism, and disclose other people’s names, ID numbers, mobile phone numbers, home addresses, work units, personal photos, social accounts and other personal privacy information, inciting netizens to attack and abuse.

2. Malicious by social hot eventsdefame, rumor attack.Make rumors and slanders about the parties involved in emergencies, or edit and process pictures and videos that are seriously inconsistent with the facts, and induce netizens to attack and question the parties. Make use of the image of the parties involved in hot events, make and publish expression packs, and use AI software to synthesize false pictures or videos such as vulgar pornography and bloody horror, and carry out rumor attacks and spoofs.

3. Stigmatize specific groups and incite regional opposition.Associating individual malignant social events and negative figures with gender, occupation, region and other characteristics, stigmatizing and labeling specific groups negatively, publishing statements of gender opposition, class opposition and regional discrimination, and carrying out generalized attacks to intensify social contradictions.

4. Fighting PK and other vulgar bad live broadcast behaviors.Network anchors use acts such as bravado, PK drinking, swearing and spitting dirty, etc., to increase powder and drain. In the process of other people’s live broadcast, they use barrage, even wheat and other functions to carry out personal attacks, and even encourage extreme behaviors such as suicide and self-harm. Fabricate violent conflict scripts such as fighting and fighting, attract netizens to watch and disrupt public order.

5. Organize malicious abuse and report others.In the name of "helping to do things" and "solving worries and relieving anger", we provide paid substitute scolding services, and leave messages to abuse and attack private messages on specific accounts. Organize fan groups to use the platform’s functions such as "reporting" and "anti-black" to maliciously report others in batches. Release comments in the fields of entertainment, sports, e-sports and other fields, and induce fans to tear each other and criticize each other.

6. Fabricate network slang and maliciously create stalks.Malicious fabrication of vulgar and bad buzzwords through pinyin, homophonic, demonstrative pronouns, etc., pollutes the network atmosphere. Use foul language and foul language, deliberately provoke contradictions and create conflicts of opposites.

7. Incite extreme emotions on the Internet.Fabricate sensational post titles and publish "anger posts" that are out of nothing and have no bottom line. Malicious exaggeration of the contradiction between teachers and students, rendering parents "oppress" and "squeeze" their children, provoking the opposition of relations, and forming a bad direction for minors. Deliberately play up negative feelings, anxiety and resentment, and spread hate and opposition.

Third, severely punish illegal accounts, groups and platforms according to law.

During the special campaign, we should stick to heavy punches, focus on closing a number of account groups with serious violations and bad influence, resolutely ban a number of functional sections with angry gathering and outstanding problems, and strictly investigate and deal with a number of website platforms that fail to perform their duties and commit crimes against the wind, forming a powerful shock.

1.Strictly investigate and deal withviolate regulationsaccount numbergroupPost it..In-depth investigation of high-risk accounts and groups, resolutely ban accounts and groups with the theme of "network toilets", "opening boxes to hang people" and "stepping on the battlefield", severely investigate and deal with anchor accounts that organize vicious PK and live broadcast, severely punish "self-media" accounts that publish "headline party" content and deliberately incite online rage, and focus on closing a number of circles and super-words named after insulting words and crowded with online rage.

2. Strictly investigate and deal with itviolate regulationsFunction setting.Strengthen the management of key functions such as live barrage, continuous wheat and PK, and resolutely clean up and dispose of the content of online suffocation. Centralized cancellation of a number of functional applications that organize malicious reports in batches. It is forbidden to push "online toilet" accounts to users through functions such as "related recommendation", "TA attention" and "people who may be interested". Strengthen the audit management of emoticons, P-picture puzzles, video clips, AI synthesis and other functions, and clean up emoticons, pictures and videos that contain spoof attacks and provoke opposition.

three.Strictly investigate and deal with illegal platformsLink.Supervise the website platform to strengthen the management of lists, topics, recommendations, comments, private messages, etc. It is strictly forbidden to push content that incites and promotes online anger in lists, recommendations, etc., and reduce the harassment of strangers’ private messages by setting up "private message folding" and "message boxes". For websites, apps, and small programs with outstanding problems, punishment measures such as rectification within a time limit, fines, suspension of related functions, and shutdown and removal shall be taken according to law.

Fourth, refine the work requirements

1.Do a good job in deployment and promotion.In combination with local conditions, formulate detailed implementation plans, fully equip and strengthen the work force, pay close attention to the task deployment and implementation, organize the evaluation of the governance effect of the website platform as appropriate, and urge the rectification and implementation.

2.Compaction platform responsibility.Guide the local website platform to comprehensively investigate problems and loopholes, focus on key links, sections and functions, carry out in-depth self-examination and self-correction, improve the content management mechanism, and ensure the effectiveness of special actions.

3.Strengthen publicity and exposure.Announce the launch and phased progress of special actions, and publish typical cases on key platforms every week. Strengthen education and guidance, encourage netizens to actively participate in reporting complaints and jointly resist online rage.

Secretariat of the Central Network Information Office

November 10, 2023

Internet access in China for 20 years: the structure of netizens is optimized and the access equipment is diverse.

 In 2014, China achieved the 20th anniversary of full-function access to the Internet. In the past twenty years, the construction level of Internet infrastructure such as backbone network and broadband network in China, and the number of Internet basic resources such as IP number, domain name number and website number have all entered the international advanced ranks; In addition, the number of Internet users in China surpassed that of the United States in June 2008, ranking first in the world.

The number of netizens has increased steadily, but the imbalance between urban and rural areas is still significant.

According to the 35th Statistical Report on Internet Development in China published by CNNIC, as of December 2014, the number of netizens in China reached 649 million, and the Internet penetration rate was 47.9%. From 1997 to 2000, with Yinghaiwei Company opening its Internet service to ordinary families, and then Sohu.com and People.com went online, the Internet development in China entered an active period, and the number of netizens doubled, with the growth rates of 238.7%, 323.8% and 152.8% in the three years from 1998 to 2000 respectively. In the first decade of the new century, with the gradual recovery of the Internet in China from the bursting of the bubble and entering the web2.0 era, the continuous innovation of Internet applications has driven the total number of netizens to continue to grow at a high speed; Since 2009, the growth rate of netizens has continued to slow down and entered a platform period.

 

picture one  1997-2004yearThe scale of netizens in China

 

Judging from the absolute scale of Internet users, China is undoubtedly the largest Internet country, but judging from the structure of Internet users, there is still a problem of unbalanced regional development in China’s Internet popularization. Although the number of netizens in rural areas has also maintained a rapid growth rate, its Internet penetration rate is still far lower than that in urban areas. As of December 2014, the Internet penetration rate in rural areas was 28.8%, an increase of only 0.7 percentage points compared with 2013. The gap between urban and rural Internet access in China makes the vast rural residents "on the unfortunate side of this gap, which means that they have few opportunities to participate in our new information-based economy and online education, training, shopping, entertainment and communication" (US Department of Commerce). Internet should be one of the powerful tools to break the urban-rural dual system. Solving the digital access gap between urban and rural areas will help to fundamentally solve the problem of unbalanced regional development in China.

 

 

picture 2  2007-2014The scale of rural netizens and rural Internet penetration rate in China

 

 Mobile devices have penetrated into the lives of netizens, and network TV has become a new hot spot.

The whole industry in cmnet has maintained a strong development trend. From 2006 to 2009, the penetration rate of mobile Internet increased rapidly, and the number of mobile Internet users doubled. After 2009, the scale of mobile Internet users has increased steadily. In the context of the slowdown in the overall growth rate of Internet users, mobile Internet access has become the main driving force for the overall scale of Internet users in China. By 2012, mobile phones have become the largest internet terminal for Chinese netizens; In 2014, the proportion of Internet users using mobile phones reached 85.8%, and the proportion using tablet computers reached 34.8%. In 2014, China’s telecom industry officially entered the 4G era. The 4G network will greatly promote the development of the mobile Internet in the future with faster communication speed, lower tariffs and carrying capacity for large data transmission.

 

picture three  1999-2014The scale of rural netizens and rural Internet penetration rate in China

 

In 2014, Internet companies launched fierce competition around the "living room", and TV is becoming an important Internet access device. According to CNNIC data, as of December 2014, the proportion of netizens using TV to access the Internet has reached 15.6%. In the same period, according to the data released by the Ministry of Industry and Information Technology, the number of IPTV users in China has reached 33.636 million. As a mixed form of traditional TV and OTT TV, network TV will be further integrated with terminals, making TV a comprehensive digital home terminal with communication, Internet and TV functions. If the mobile phone is the mobile revolution of the traditional Internet, then network TV will become the living room revolution of the network society. (Author: China Internet Network Information Center analyst Gao Shuang)

Is Eric Wang’s new work "Wonders of the Young" a science fiction love movie?


Special feature of 1905 film network Directed by, starring,, Li Tingting, and, the film was released in domestic cinemas on November 5, 2021. The film tells the story of Guo Xiaolu, played by Eric Wang, and Su Lingfang, played by Wang Luodan. They missed and reunited many times in their lives. Guo Xiaolu, who studied medicine, discovered the secret of youth. However, as his lover around him grew old, the tacit promise left in his youth became a pity for his fantasy life.


Since the film was released, the word-of-mouth has been controversial. As of November 15th, the douban score of the film was 6.2. Some viewers thought that the love described in the film was very touching, and some viewers felt that they were confused and confused. Why are there such polarized comments? In this issue, the film director Xu Chao was invited to talk about the film with him. From the director’s point of view, what does Xu Chao think of this polarization phenomenon?


The controversy of the audience about the Wonder of the Young may come from the emphasis on the elements of "love" in the film’s propaganda, and the film has also made some genre fusion, adding some elements such as "life and death" and "science". Xu Chao said: "Before the film was released, we did many surveys and films, and found that during the process of watching the film, the audience was very interested in the love element of the film, so we paid more attention to the love element in the film in terms of publicity. Then before entering the cinema, everyone got the expectation of love. After watching this film, I don’t know what to talk about. I think there is something wrong with the expectation. "


The polarization of comments also exceeded Xu Chao’s expectation to some extent. At the beginning of his creation, he positioned the film as a biographical film. The elements such as life and death, science, love and time all revolved around the life of the hero Guo Xiaolu. These elements are common, but they are not used to show love, but to describe Guo Xiaolu’s relatively fantastic life, which leads to a certain understanding threshold. In addition, when it was announced, it was labeled as a romantic film, which made the audience who entered the theater have cognitive deviations.


As for the element of "love", the film has done a lot of blank space, even in the whole film, Guo Xiaolu and Su Lingfang never said the word "love" to each other. Many viewers who are looking forward to seeing love scenes find it difficult to understand this blank space. Xu Chao believes: "Between Guo Xiaolu and Su Lingfang, it is not love in our view, but it is higher than love. This kind of emotion is higher than love, let’s call it love, because love and love are different. They regard each other as the beautiful purity in their hearts. Even if he is wandering in the torrent of the times, even if I see all your misery and loneliness, we will guard this beautiful purity to the death. "


The film also describes a lot of stem cell research that Guo Xiaolu is engaged in. This stem cell can make people live forever, so the film has also been labeled as "science fiction". Xu Chao also denied this label. In his view, first of all, the description of stem cells in the film has been rigorously studied and can stand scrutiny. In addition, the element of "not getting old" also serves the theme of the film. In addition to the superficial meaning of immortality, it expresses an attitude of "being born to die" in the deep meaning. Some emotions will not disappear with the passage of time, and the light of life cannot be taken away by death.


In essence, The Wonder of the Young is a biographical film, and all its elements are subordinate to the performance of Guo Xiaolu’s life. The controversy over the word-of-mouth of the film mainly comes from the fact that the "love" element emphasized by Xuanfa is not the core of the film, which leads to the gap between the audience’s actual viewing and expectations. The announcement of the film should not make the audience misunderstand the core of the film while attracting the audience. A good movie needs to be announced, so that the audience can have a correct understanding of the film itself before watching it, thus creating a better viewing experience for them.


Exclusive planning | Why does Miyazaki Hayao always go to China audience in both directions?


Special feature of 1905 film network Recently, the China premiere of animated films was held in Shanghai.


Miyazaki Hayao’s friend and working partner for many years — — Studio Ghibli, chairman and producer, came to China for publicity. This is the only country that promotes the film on a global scale. Not only that, Miyazaki Hayao and toshio suzuki specially recorded a greeting video for the audience in China.



This is the first time that 83-year-old Miyazaki Hayao has come forward to promote the release of this film, and it is also the second time that toshio suzuki has come to China after 40 years.


You know, when the animated film "What kind of life do you want to live" was released in Japan, it adopted a zero-publicity model — — Before the screening, except for the first poster, there were no publicity materials such as stills and trailers. Miyazaki Hayao was worried about it, but toshio suzuki said that now is the era of information explosion, and zero publicity may become an attractive way.



At present, "What Life Do You Want to Live" has exceeded 9.1 billion yen at the box office in Japan, and it has been released in North America, becoming the first Japanese original cartoon to top the box office list in North America. In terms of awards, it has swept away many awards, including Oscar Award for Best Animated Feature Film, Golden Globe Award for Best Animated Feature Film, British Film Academy Award for Best Animated Film, and Japan Film Academy Award for Best Animated Film.



This animated film has also become the film with the shortest "time difference" for Miyazaki Hayao’s works to be released in China, which shows that all this is a two-way choice for Miyazaki Hayao, Studio Ghibli and China.


Why did Miyazaki Hayao and Studio Ghibli leave these "unique" to the audience in China?


Preference for China’s traditional aesthetics


It will be mentioned on many websites that Miyazaki Hayao embarked on the road of animation because of a China animation. In fact, it is not, but it is closely related to China.


As a teenager, Miyazaki Hayao watched an animated film in the cinema, which was the first full-length color animated film in Japan, based on Chinese folklore. Later, in an interview, Miyazaki Hayao mentioned that he was only interested in painting at that time, because this animation was determined to embark on the road of animation.



Miyazaki Hayao is almost obsessed with this animation, and some Japanese media reported that he even "fell in love" with the White Snake. But what is certain is that Miyazaki Hayao likes the voice of Xu Xian very much. After many years, he invited him to voice his works.



In fact, before the production of Legend of the White Snake, Japan had no experience in making long-form animation, so the creation of this project inspired its staff to study the production system of long-form animation from scratch.


It finally took two years, and the film was released in Japan on October 22nd, 1958. This film is of special significance to Japanese animation. Even the centenary birthday of Japanese animation in 2017, October 22nd was recognized as "the day of animation".



In addition to being firm in animation, Miyazaki Hayao is determined to enter Dongying Company, the production company of the animated film Legend of the White Snake.


Because of the imperfection of Japanese animation industry system at that time, many Japanese animators were greatly influenced by China’s traditional animation. Miyazaki Hayao, who is partial to China culture, minored in Chinese during his college years.



Miyazaki Hayao, who just stepped into the society, was lucky. After graduation, she entered the coveted Dongying Company and met another good friend in her career — — It also belongs to the Japanese animation master. Both of them like China traditional animation very much, especially these early animation works created by Shanghai Animation Film Studio.



At that time, Dongying Company did not focus on animated films, but made well-known animation IP such as Astro Boy into animated series by the appeal of "God of Animation".


On the contrary, this mode has given Gao Tianxun and Miyazaki Hayao a lot of creative space. In The Adventure of Sun Prince Holes directed by Gao Tianxun, Miyazaki Hayao, who has just entered the East for two years, pioneered the post of "scene design", and even played a role in fighting wolves in Holes, playing a super animation talent.



In 1972, China and Japan established diplomatic relations, and the first pandas "Kangkang" and "Lan Lan" in Japan arrived in Tokyo. In order to welcome these two cute little people, Dongying Company launched an animated work "Panda Family". This animation was written by Gao Tianxun, while Miyazaki Hayao did four jobs: original case, script, scene design and original painting.



Although there is no author expression of Miyazaki Hayao’s later period in this animation, we can clearly see the shadow of later period from the design of characters and roles. Therefore, many people think that "my neighbor totoro" has the gene of China panda.


Reflection on war


Anti-war has always been an eternal theme in Miyazaki Hayao’s films.In reality, he condemned Japan’s war of aggression against China more than once and publicly stated that Japan should apologize to China. "I think (Japan) must.cleanChudiSay that the war of aggression is over.All wrong, (recognition) has brought great suffering to the people of China. "



Miyazaki Hayao, who was born in World War II, has experienced the pain brought by the war since he was a child. His family runs a factory that produces aircraft components. It seems that life is guaranteed, but the family is still displaced because of the war.


Miyazaki Hayao once published an article in the magazine Hot Wind in Studio Ghibli, telling the story of film creation, including the content of World War II. He wrote, "I had a strong feeling in my childhood that we fought a very stupid war."



The movie "The Wind is Blowing" is a movie that took place during World War II, telling the life of Jiro Horue. This character is a teenager who loves airplanes, but under the background of war, he can only design fighters. Therefore, there is a line in the movie, "The plane is not a tool for businessmen to make money, nor is it a weapon for war. The plane is just a work for inventors to realize their ideals."


In this contradictory era, the war is ruthless, especially at the end of the film, Miyazaki Hayao once again said through the role, "The plane is a cursed dream, waiting to be swallowed up by the sky."



In addition to this film, in Miyazaki Hayao’s early films, he also expressed his resistance to the war more or less.


A restored animated film just released in China last year — — This work, which is considered by the outside world to be the most like his autobiography, talks about the resistance to fascism, and even says by the man, "If I want to become a fascist, I would rather be a pig."



In the movie Princess Ghost, an abandoned iron mine was used as a military facility in the war, and nature was polluted and destroyed. Also in the context of World War II, it conveys that only through peaceful means can people understand each other and live together.



With the growth of age, Miyazaki Hayao has had a deeper insight into this theme. In the new film "What Life Do You Want to Live", he will continue to think about war and peace and inject more interpretations into life.



Or it is Miyazaki Hayao’s sincerity, as well as his gentle brushwork and attitude expression, that can make each of his works have such a long vitality and make everyone who loves him and his audience get feedback.


How can such a lovely and sincere grandfather not be favored by the audience in China?


Dong people’s wrestling, a trip to the Shu Road, and a "Spring Banquet" on the Plateau … Special cultural tours make "small places" win "big flows"

CCTV News:On April 23rd, the annual traditional wrestling festival was held in shuang jiang, Liping County, Guizhou Province. The passionate martial arts performances and traditional wrestling competitions attracted tens of thousands of tourists to watch.

The wrestling scene was crowded with people. With the referee’s shouting, the two Dong strong men instantly grasped the green cloth belt around each other’s waist and tried to throw each other down. The purpose of wrestling competition is to keep fit and have fun. Participants can be rewarded and win glory for the village. The wonderful and fierce wrestling made the audience cheer from time to time.

Different from wrestling of other ethnic minorities, Dong wrestling needs to wrap a cloth belt around each other’s waist, and it is very skillful to pull and trip each other down through the cloth belt.

It is understood that the shuang jiang Wrestling Festival in Liping County has a history of more than 600 years. At present, wrestling has become a tourist card for Liping.

Guangyuan, Sichuan: Walking tour in Shu Road continues to heat up.

The ancient Shu Road, with a history of more than 3,000 years, is one of the earliest large-scale traffic remains preserved so far. The "May Day" holiday is approaching. In the Guangyuan section of the ancient Shu Road, a number of hiking routes of Shu Road are launched, so that tourists at home and abroad can feel the charm of Shu Road on foot.

Now is a good time to go for an outing, and hiking on the ancient Shu Road has become the first choice for many people. The section from Gaomiaopu to Songning Bridge of Shu Road is 2.2 kilometers. Every day, more than 2,000 people "meet" the relics of Shu Road such as ancient posts, ancient trees and ancient bridges, and the number of tourists hiking on the ancient Shu Road has increased by more than 50% compared with the same period of last year. In order to welcome the "May 1" holiday, Guangyuan City launched a number of hiking routes.

In the Zhaohua section of the ancient Shu Road, innovative new scenes such as the Shu Road Market and the Post Road Style Tea Shop have attracted countless tourists to come to the market and rest. Scene performances such as Zhang Fei’s war horse Chao and Jiang Wei’s point soldiers reproduce the Three Kingdoms era of Jin Ge’s iron horse. Rich and colorful interactive cultural activities and beautiful scenery of Shu Road make Chinese and foreign tourists feel the time and space crossing on the ancient Shu Road.

Jainca, Qinghai: Pear Blossoms in Full Bloom "Xiangxuehai" Country Tour with Fire

In late April, pear blossoms in Jianzha County, Qinghai Province are blooming one after another. People watch pear blossoms here, taste the "Spring Banquet" with plateau characteristics and feel the beauty of spring.

In Jianzha County, Huangnan Tibetan Autonomous Prefecture, Qinghai Province, 108 ancient pear trees in the Centennial Pear Garden gradually blossomed, and the competing flowers formed a "Xiang Xue Hai". It is understood that the oldest pear tree here has been more than 400 years old. Tourists dressed in Tibetan clothes stop to take pictures in the sea of flowers, experience the elegance of flower arrangement under pear trees, and taste the characteristic rural "spring banquet" on the Qinghai-Tibet Plateau. On the menu of "Spring Festival Banquet", besides the special delicacies such as pear dim sum, fragrant pear juice, palace milk tea and fresh rainbow trout, there are also "tropical fruits" made in the plateau.

It is understood that in the first quarter of 2024, Qinghai Huangnan Tibetan Autonomous Prefecture received 1,726,700 tourists, with a comprehensive tourism income of 614 million yuan.

In Jiangchuan District, Yuxi, Yunnan, the "fleshy kingdom" also welcomed a group of tourists. Everyone enjoys succulents of different shapes among the lakes and mountains.

At present, the local succulent industry covers an area of more than 3,000 mu and there are more than 60 growers.

Did Tamia Liu give fans a set of papers, failed and expelled from school?

Liu Taofa Weibo exposed the fan test paper.

Tamia Liu’s flaming lips are fashionable and capable.


1905 movie network news On April 25, Tamia Liu took a group of photos of his own test paper in Weibo, and wrote: "I actually received a fan’s test paper, and my mood now is a bit indescribable." In the picture, Tamia Liu, with delicate makeup, flaming lips, wearing a white shirt and long hair, looks very fashionable and capable.


The examination questions in the examination paper can be said to be all-encompassing. Tamia Liu’s wedding anniversary, the name of the company he opened with his best friend, the songs he sang and the awards he won are all within the scope of investigation, especially the question about the premiere time of the work. It can be said that it is not iron powder that can’t answer it.


The questions in the fan test paper are all-encompassing.


Netizens have commented, "Is this a new operation of self-certification?" "Sister Tao, I like you for so many years, but I have to admit that I may not get full marks." Some netizens asked Tamia Liu: "How many points can you get yourself, Sister Tao?"

Can eating garlic and gargling with salt water prevent COVID-19? 18 rumors about the epidemic, don’t believe them!

  Recently, all kinds of information about prevention and control in Covid-19 always occupy a prominent position. There are also many old and new rumors, which may make people have a wrong understanding of COVID-19 and adopt the wrong means in the process of preventing and treating COVID-19.

  Don’t believe these 18 rumors about the epidemic!

  01

  These preventive methods are unfounded!

  Spicy food such as garlic can prevent Covid-19 infection?

  There is no basis.

  Allicin and its related nutrients did show a certain inhibitory effect on pathogenic microorganisms in vitro experiments, but it should be noted that,These are mostly the results of cell tests in vitro for components such as allicin or allicin, which are different from eating garlic every day.

  Judging from the current epidemic situation, there is no evidence that eating more garlic can prevent people from being infected with COVID-19. Garlic has many health effects, and moderate intake is beneficial to health, but it is really difficult to prevent COVID-19.

  Other onions, ginger, peppers and peppers are the same.

  Can drinking white wine prevent Covid-19 infection?

  Liquor does not have this function.

  Although 75% of medical alcohol can be used to wipe the surface of an object and kill Covid-19, it can’t do anything about the virus that has already entered the body, not to mention that almost all white spirits can’t achieve such a high alcohol content of medical alcohol. Besides,Drinking alcohol itself may stimulate the human body, aggravate symptoms, and may affect the effect of taking medicine.Besides, drinking alcohol is inherently bad for health.

  Can salt water gargle prevent Covid-19 infection?

  Salt water does not have this function.

  Team Zhong Nanshan refuted the rumor: gargling with salt water is beneficial to cleaning the mouth and throat, and is helpful for pharyngitis.But novel coronavirus invaded the respiratory tract, and there was no way to clean the respiratory tract by gargling.Secondly, at present, there is no research result suggesting that salt water can kill novel coronavirus.

  Can taking medicine prevent COVID-19?

  There is no such medicine.

  At present, there is no drug that can definitely reduce the possibility of COVID-19 infection. Whether it is the so-called COVID-19 specific drug that is popular on the Internet or cold medicine, it is impossible to prevent Covid-19 infection by taking drugs in advance.Keep wearing a mask, wash your hands frequently, ventilate your home frequently and keep a social distance.Besides other protective measures, it is the right way to keep yourself healthy, exercise moderately and sleep well.

  02

  These operations are unnecessary!

  Can the mask be cleaned and reused?

  You can’t.

  At present,Both medical surgical masks and N95 protective masks are disposable products, and their protective performance may decrease after cleaning or disinfection.Because the mask used for a period of time may be attached with viruses, it may also bring pollution when cleaning. Therefore, we need to change new masks regularly, and if the masks are dirty and damaged, we should change them at any time.

  COVID-19 can cause hypoxia, so you should prepare an oxygen generator at home?

  If the family doesn’t need oxygen, there is no need to buy an oxygen generator to cope with COVID-19.

  Oxygen inhalation therapy should be carried out under the guidance of a doctor. Too high concentration or too long time will lead to oxygen poisoning, so you must not judge for yourself.

  Covid-19 infected people also need to take oxygen according to their condition.Asymptomatic and mild cases do not need oxygen inhalation, and ordinary cases need oxygen inhalation as needed;Severe and critical cases need oxygen inhalation, but the oxygen inhalation of Covid-19 infected people is also an adjuvant therapy, which needs to be used on the basis of combined treatment. To this extent, it is useless to only inhale oxygen at home.

  Instead of preparing an oxygen generator, it is better to prepare a finger oximeter.

  Can you identify Covid-19 infection by listening to a cough?

  Don’t take it seriously.

  Positive novel coronavirus nucleic acid test is the gold standard for judging Covid-19 infection.Cough is just a symptom. Many diseases may cause cough, not necessarily caused by COVID-19. In addition, such small programs sometimes need to fill in personal information, which may cause sensitive information to be leaked, so everyone should be cautious.

  Do you want to store some antigen test kits for regular testing to ensure that you are not infected?

  It’s not necessary.

  Antigen testing should be used to determine whether it is Covid-19 infection after typical symptoms such as headache and fever have appeared, and there is no need to detect antigens regularly. Test once if you have symptoms, and test 1-mdash during illness; Twice, and considering that even repeated infections are usually separated by several months,In fact, we only need to keep 2— Three antigen test kits will be fine,There is absolutely no need to buy dozens of people at a time.

  Infected with Covid-19, can it be better to take more drugs?

  Mistake.

  This practice may be life-threatening. Each drug has strict usage and dosage, and correct medication can not only cure the disease, but also cause less side effects. Taking a variety of drugs without authorization can easily lead to repeated medication and overdose, which is harmful to human health. Although some drugs have different trade names, their chemical components are the same, and they still belong to the same drug. If they are used together at will, it is very easy to cause excessive intake of drugs and cause danger.

  Therefore,If you have a doctor’s advice and prescription, you should take the medicine according to the doctor’s advice, and you should not add medicine at will.For mild patients treated at home, it is recommended to use drugs according to the guidelines of home treatment of the Health and Health Commission. Read the instructions carefully before taking the medicine, and don’t take several medicines at once.

  03

  These blame, masks don’t carry!

  Wearing a mask can lead to lung nodules and turn into lung cancer?

  Don’t worry.

  Many people have lung nodules, and the increase in the detection of lung nodules is mainly due to more advanced detection methods and more frequent screening, but it has nothing to do with masks. Besides, in most cases,"Pulmonary nodules ≠ Lung cancer "Don’t be too anxious. Wearing masks correctly is still one of the effective ways to resist Covid-19.

  Wearing a mask can lead to hypoxia?

  Depending on the situation.

  For healthy ordinary people, experiments have proved that even wearing a 7-layer medical surgical mask has little effect on blood oxygen saturation. butN95 or a mask with higher protective performance,It is more suitable for professionals in high-risk environment, or ordinary people who need to go to the hospital to wear it temporarily, because wearing the N95 mask for a long time may cause discomfort.

  In addition, people who are prone to poor breathing, such as smokers, emphysema patients and obese people, wearing N95 masks may make things worse and even aggravate their breathing problems.

  The mask contains graphene, which is harmful to human health?

  Fake.

  At present, the so-called "graphene masks" sold in the market are mostly gimmicks, such as a "biomass graphene" raw material, which has been verified to be processed from straw. It is worth noting that some mask materials use nano-scale activated carbon.Wearing an activated carbon mask for a long time does pose the risk of inhaling particles.For daily epidemic prevention, the public should choose protective masks that meet the national standard, and do not choose gimmicks.

  The mask contains ethylene oxide, which will cause cancer when worn?

  Don’t worry.

  Ethylene oxide is a common and easy-to-use disinfectant, which can be used for low-temperature sterilization. Food packaging, baby diapers, sanitary napkins, masks, etc. can all be disinfected with ethylene oxide. Ethylene oxide itself is volatile,The mask is disinfected with ethylene oxide. After disinfection, it will stand and dissipate for a period of time according to the regulations, and it can only be sold on the market after the content reaches a safe range.So don’t worry about buying qualified masks.

  04

  These worries are unnecessary!

  Have a fever is infected with Covid-19?

  Not necessarily.

  Fever is only a symptom, not a diagnosis of disease.You can’t judge what disease you have by your fever, so you can’t diagnose COVID-19 by the symptom of "fever". The diagnosis and treatment plan also says that the diagnosis should be made according to the comprehensive analysis of epidemiological history, clinical manifestations and laboratory tests. Positive novel coronavirus nucleic acid test is the primary criterion for diagnosis. "

  Eating oranges, oranges and other fruits can lead to positive antigen test?

  It’s unlikely.

  If the operation is correct during antigen detection, the sampling site is nasal mucosa, even if you eat oranges, you will not come into contact with orange juice here, so it has no effect. butOrange juice can make the antigen test positive because it destroys the suitable pH environment.However, this in itself does not meet the sampling standards, and the results are meaningless, which does not mean that the antigen detection is inaccurate.

  The strains prevalent in Beijing are more virulent than those in Guangzhou, which makes people feel worse?

  That’s not true.

  Whether it is uncomfortable or not is mainly personal feelings.In fact, the BF.7 mutant prevalent in Beijing and the BA.5.2 mutant prevalent in Guangzhou are both branches of Omicron, and their infectivity and pathogenicity will not change substantially. As for the different personal symptoms, this may be related to factors such as physical fitness, age, and whether there is a basic disease.

  Sooner or later, everyone wants Yang, so it’s better to get infected as early as possible, as early as Erwin Engst?

  Don’t try.

  After being infected with Covid-19, you will gain immunity against this strain within a certain period of time, but that doesn’t mean you won’t be infected again. Compared with Delta and its previous variants, Omicron is more likely to cause reinfection. Besides,Repeated infections still have a certain risk of serious illness.It will be transmitted to high-risk groups such as the elderly at home and those with basic diseases. Therefore, we should still pay attention to personal protection and vaccinate in time.

  COVID-19’s sequela is very serious?

  Not really.

  Tong Zhaohui, an expert in respiratory critical illness, said that the research on post-COVID-19 symptoms is aimed at the previous strains. At present, it should be said that there is no observation of post-COVID-19 symptoms in Omicron. But,More than 90% of Omicron is asymptomatic and mild, and its symptoms are mainly manifested in the upper respiratory tract.For example, low to moderate fever, cough, sore throat, 5 days, 7 days will be fine.

  From the common sense, there should be no sequela, because it is in the upper respiratory tract and does not affect the organs and tissues in our body. At least there is no relevant literature at home and abroad to support this statement.