Source: Private placement network

　　December 25th happens to be the 1000th day when Xiaomi officially announced to build a car. Xiaomi officially announced that the first press conference of Xiaomi Automobile will be held on December 28th. The first press conference will focus on technology release and will not release products. The attention of Xiaomi Automobile can be described as "extreme preheating" under Lei Jun’s personal publicity.

　　Before that,, Tesla, Weilai, Tucki, Ideality, Huawei’s intellectual circle, intellectual circle, Aouita and many other new car-making forces compete for market share in this track. In particular, Huawei cooperated with car companies through Tier1 model, HI model and HarmonyOS Zhixing model to enter the track, creating a new M7 with "sales explosion" and detonating it.A group of "Huawei auto concept stocks" led by.

　　In such a fierce competition in the new energy car track, what makes Xiaomi Auto a pioneer??According to Guo Ming, an analyst of Tianfeng International Securities, the key selling points of Xiaomi Automobile are automatic driving, software ecology, 800V fast charging and power configuration. Among them, the software ecology and its subordinate supply chain manufacturers have outstanding highlights.

　　Besides,Xiaomi Group has tens of thousands of rooms all over the country."Xiaomi House" is the "killer" of Xiaomi Automobile’s future marketing channel. If Xiaomi House is used to drain automobiles in the future, the Xiaomi automobile industry chain will continue to benefit indirectly.At the end of the article, the author’s latest finishing is attached.51List of "Xiaomi Auto Concept Stocks"!

　　0one

　　How to copy Xiaomi car"Explosive"? Ecological chain, channel chain and supply chain "three cards"!

　　The first is the ecological chain. On October 26, 2023, Xiaomi officially released a new self-developed operating system-澎湃 OS, and announced that Xiaomi Group’s strategy will be upgraded from "mobile phone +AIoT" to "the whole ecology of people, cars and homes", marking a new chapter in Xiaomi’s intelligent interconnection ecology.

　　The construction of ecological chain Xiaomi has been exploring for many years, which is a major strategic layout of Xiaomi.

　　Figure: Xiaomi’s operating system and the strategic development of the group.

　　In 2010, the MIUI mobile operating system was released at the beginning of Xiaomi’s establishment. In 2016, the Mijia brand carried Xiaomi smart home products, and the ecological layout of Xiaomi’s IoT continued to improve. In 2017, a self-developed Vela OS was built, realizing the unification of IoT equipment systems. In 2019, Xiaomi began to develop the universal operating system Mina OS in parallel, and gradually formed the experience accumulation of Linux system from the kernel to the upper system. In 2021, Xiaomi started the research and development of the car OS system.

　　At the beginning of 2022, Xiaomi decided to unify the software architectures of MIUI, Vela OS, Mina OS and car OS, and completed the bottom merger of Xiaomi’s operating systems. Then, in November 2023, the 澎湃 OS for the whole ecology of people and cars was officially launched.

　　It can be said that the official launch of 澎湃 OS is a key step for Xiaomi to move towards the new strategy of "people, cars and homes are all ecological" and a key ecological chain puzzle of the strategy.

　　Why does Xiaomi’s ecological chain become a replica of Xiaomi’s car?One of the advantages of "Explosive" is that after years of development, Xiaomi has a huge user base, strong brand influence and high brand loyalty in the fields of smart phones, IoT devices and Internet services, laying a solid foundation for the transformation of potential customers of Xiaomi Automobile.

　　According to the announcement of Xiaomi Group, from 2021 to 2022, Xiaomi mobile phone ranked first among Android smartphone manufacturers in Chinese mainland market for two consecutive years, and 50.1% of users will continue to choose Xiaomi brand when changing their smartphones. Thanks to the high user stickiness, the scale of Xiaomi users has grown steadily.

　　By June 2023, the number of monthly active users of MIUI reached 606 million, up 10.8% year-on-year, among which the number of monthly active users of MIUI in Chinese mainland was 149 million, up 6.5% year-on-year. The current users of new forces such as friends Huawei and BYD are 700 million and 5.8 million.

　　Figure: Xiaomi has a strong user base compared with other car companies.

　　From the user portrait, the data shows that Xiaomi mobile phone is mainly used by 25-34 years old (accounting for 62.4%) and young men (accounting for 64.7%), and 57.5% of them are married. Xiaomi users are sticky, and they prefer the sense of science and technology and the ecology of Mijia, which is in line with the advantages of Xiaomi’s software and hardware. It is expected to effectively undertake the passenger flow of Xiaomi mobile phone by superimposing Xiaomi automobile with the ecological linkage of people, cars and homes.

　　Photo: Xiaomi brand user portrait (2018)

　　It can be seen that Xiaomi Automobile already has enough user base, and after the advantage of ecological chain,The "second card" also has a marketing chain, backed by tens of thousands of "millet houses" all over the country.By January 1, 2023, there were 12,000 "Millet Houses" in Xiaomi, covering 2,200 counties and cities, which could cover more than 80% of the county-level administrative regions in China.

　　according toAccording to statistics, Xiaomi still has 500 to 600 stores that can be used after removing the smaller stores that can’t display the exhibition cars, which has obvious advantages compared with Weilai, Tucki and the ideal 440, 411 and 400 stores. Follow-up reference to the expansion of Huawei HarmonyOS ZhixuanGuojin Securities expects Xiaomi to expand its coverage area by opening new stores, which may be achieved in the short term.More than 800 stores.

　　If Xiaomi adopts the direct mode and uses the existing Xiaomi House to expand the channel, it will be expected to be the second growth point for the continuous drainage of Xiaomi automobile sales.Therefore, from the perspective of marketing channels, Xiaomi Automobile has entered the first echelon of new power channels, and "debut is the peak".

　　Figure: Comparison of the number of Xiaomi channel stores

　　Looking back, the success of the "explosion" of the new M7 in the world is mainly due to Huawei’s wide audience and strong brand. Judging from the advantages of the above-mentioned Xiaomi automobile ecological chain and marketing chain, Xiaomi and Huawei have the same advantages in terms of user base and market popularity. If SU70% explodes, it may reappear the "M7 phenomenon".

　　02

　　can"Big selling" should also be "big making", Xiaomi from parts to vehicle factory layout.

　　After talking about the ecological chain and marketing chain, the last card left is "supply chain".

　　As we know, the operation mode of the new car-making forces is mainly vehicle manufacturing and brand separation. There are ideals and Lifan, Tucki and Haima before, and then there are the intellectual and intellectual circles of Huawei and Cyrus, Chery, Weilai and Jianghuai, Baidu and Geely. In this mode of operation, the running-in between the traditional vehicle manufacturers and the new forces has put some pressure on the delivery.

　　According to the news of titanium media, in order to ensure the delivery of the world, the production machines in Sailis factory run continuously for 22 hours every day, and the remaining two hours are necessary for mechanical maintenance. In order to solve the problem of production capacity and supply, Cyrus set up a factory nearby, and directly put the three teams of supply chain, product and quality into the supply chain enterprises, thus improving the delivery capacity. According to the latest official caliber of the industry, the industry will complete the delivery of 23,000 vehicles in December and deliver more than 30,000 vehicles per month in 2024.

　　Isn’t the delivery situation that friends are facing now the problem that Xiaomi Automobile will face in the future? Especially in Xiaomi’s investment in automobiles for more than ten years, covering the actions of auto parts, complete vehicles and automobile aftermarket, the market has another look and expectation for the delivery capacity of Xiaomi automobile.

　　In the supply chain, Xiaomi Automobile has implemented a comprehensive layout strategy from parts to vehicle factories. The scale of Xiaomi’s investment in Tucki and Weilai is about $1-2 billion. Since 2017, Xiaomi has increased investment in companies in the field of auto parts and electronics, and has been developing new energy batteries and control systems., AVIC Lithium Battery, Ganfeng Lithium Battery, Honeycomb Energy and other enterprises made investments, mostly for war investment and A and B rounds.

　　Figure:2011-2022 Xiaomi’s investment in auto parts enterprises in the field of three electricity companies.

　　In terms of vehicle factory, Xiaomi Automobile Factory has two projects. The completed Yizhuang Phase I factory covers an area of about 720,000 square meters, with an annual production capacity of 150,000 vehicles and an average monthly production capacity of 12,500 vehicles. The second phase of the plant is planned to start in 2024 and be completed in 2025.

　　At the same time, Xiaomi widely recruits talents related to vehicle production and vehicle technology. For example, Xiaomi recruits production managers, workshop safety engineers and lean engineers in official website, and has more talent demand in stamping, die casting, die casting die, die casting machine processing, car body, painting, sheet metal and other vehicle production.

　　Figure: Vehicle manufacturing is asset-oriented.

　　So how much can the production capacity of Xiaomi Automobile Factory reach? According to the sales plan once expressed by Lei Jun, the first model of Xiaomi Automobile is planned to sell 100,000 vehicles in the first year and deliver 900,000 vehicles in the following three years.this meansFrom 2025 to 2027, Xiaomi Automobile needs to produce and sell at least 300,000 vehicles a year, with an average monthly production capacity of 25,000 vehicles.

　　0three

　　51 Xiaomi cars are the mostChain concept stocks are exposed!

　　Think,Initial flow of building a car+Ecology+Channel Collaboration is the advantage of Xiaomi Automobile.Product shaping ability has become the key in the middle and late stage.

　　As a consumer electronics leader with a strong traffic group, Xiaomi Automobile has a potential user base, plus Xiaomi’s intelligent ecology and sales channels. After the official mass production in the first half of 2024, Xiaomi Automobile-related industrial chain companies are expected to usher in development opportunities.

　　Many domestic auto parts companies have cooperated with Xiaomi Automobile.Some parts companies have announced that they have obtained the fixed point of Xiaomi Automobile Project., such asAn air suspension system will be provide for Xiaomi automobile,Hua Yu San DianBecome a designated supplier of air conditioning compressor for Xiaomi automobile.

　　The following is compiled by the author according to the announcements of listed companies and questions and answers from investors.List of 51 latest Xiaomi automobile concept stocksFor readers’ reference, the cooperation progress between different A-share companies and Xiaomi Automobile is different, among whichThe invested Jiong Yi Electronics (Suzhou) Co., Ltd. has synchronous development business with Xiaomi Automobile in the field of online control products, and its share price has soared in the past three months.

On April 28th, 2023, the delivery ceremony of Qin PLUS EV/ Qin EV Travel Edition Blade Battery New Energy Network was held in the new store of Anhui Xiangdi Business Department in Baohe District, Hefei. BYD delivered more than 100 new energy rental network cars this time, and guests and media friends from all walks of life witnessed this grand moment.

Leading representatives from BYD manufacturers, local mainstream media in Hefei and a large number of friends from online car drivers attended the event, which responded to the call for green development with practical actions, highlighting BYD’s "leader" position in the new energy market.

At the beginning of the event, BYD addressed the delivery ceremony to Mr. Wang Jun Bao, the general manager of the public business department, and Mr. Zhang Jian, the general manager of the Dynasty business department of Anhui Xiangdi Group, respectively, expressing heartfelt thanks to all the guests for coming, and at the same time, expressing that it will definitely provide the best service for all online car drivers.

In the next link, the leaders and guests cut the ribbon together, saluted and saluted, and announced the official launch of the delivery ceremony of the network car. Then the leaders delivered flowers and keys to the network car driver to celebrate this important moment!

The new energy vehicles delivered this time are the online car versions of BYD Qin plus EV and Qin EV, so how do they win the favor of online car drivers with their excellent performance? Many online car drivers at the scene gave us the answer.

Plus EV is equipped with 16-inch wheels, double airbags, tire pressure monitoring, body stability control system, rear parking radar, reversing image, driving mode selection, automatic parking, keyless start and one-button start, battery preheating, 3.5-inch LCD instrument, leather seat, 10.1-inch central control panel, car networking car, 4-speaker stereo, 4 USB interfaces of the whole car, LED headlight group, automatic headlights and automatic air conditioner.

The new car of Qin EV Travel Edition has a length, width and height of 4,675/1,770/1,500 mm and a wheelbase of 2670mm respectively. The car is equipped with ESP, tire pressure monitoring, uphill assistance and other safety configurations. In terms of power, the new car is equipped with a 100KW front-axle permanent magnet synchronous motor, and its pure electric cruising range can reach 400K K.

The rise of online car-hailing and the proposal of the national strategy of "carbon neutrality" can be said to have greatly stimulated the automobile market. As one of the important sales fields of new energy vehicles, BYD attaches great importance to it. BYD Auto has joined hands with other partners to jointly build the car-hailing market in hefei net, and is committed to providing better car services for automobile consumers and creating a more sustainable and green mode of travel. At this point, congratulations to the car owners who like to mention the new car. Your satisfied smile is the highest recognition of BYD. Service is eternal when the car is delivered. In the days to come, BYD will serve you wholeheartedly and accompany you on your car trip.

Travel and cars are always closely related. Cars are the home in travel, which can bring convenience to travel and make travel more experienced. Indeed, cars always give people the feeling of going where they want to go, and if there is a shortcut, the relationship between travel and cars will be further narrowed, creating a "travel+"travel ecology.

It can be said that Jetway is extremely paranoid about the pursuit of "travel+".In order to enable users who purchase Jetway to have a good travel experience, we have created travel rights covering the whole country with 107 eco-alliance partners. Around the Jietu Experience Center and Jietu Station, we will constantly upgrade our service capabilities and service system to provide more reliable protection for users’ travel. Based on the strategic layout of "+Alliance",+Station ",+Products" and+Platform, we will build a car that knows the most about travel around the travel scene.

However, if you want to make a car that knows how to travel best, the off-road ability of the car is very important, because the travel is full of unknowns, and you don’t know what kind of road you will pass. Obviously, Jietu also knows this. On April 13th, 2023 Jietu Night was opened in Shanghai, and Jietu released the Kunlun platform empowered by Mars architecture and the brand-new off-road concept car T-3, which will enter the off-road track with powerful technology.

"Kunlun Platform" is undoubtedly the protagonist of the brand-new off-road concept car T-3, and all future Jietu models will be built based on Kunlun Platform, which has very good advantages in platform expansibility, new energy expansion capability, intelligent cockpit and intelligent driving, and electronic and electrical architecture. Not only has a variety of power options such as ICE, PHEV, REEV, BEV, etc., but also is equipped with intelligent vector control four motors. The peak power of the motors can reach 1,300 horsepower, and the peak torque of the wheel rim can reach 16,000 N m. Strong power and intelligent matching of four-wheel drive can easily cope with various terrains.

Of course, if you travel in a remote place, you may not be able to find a gas station. At this time, it will be a headache to run out of oil. Therefore, in terms of battery life, the Kunlun platform must not fall, and it supports a 2.0TD extended-range special engine. It is reported that it can bring endurance performance of more than 1400km.

Comfort is also an important part of travel. Since it is necessary to be comfortable, the large space is definitely indispensable. The Jetway T-3 also has the advantage of leapfrog space. The length of the whole vehicle is about 5.3 meters, the width is about 2 meters, the height is about 1.9 meters, and the wheelbase is about 3 meters. It is definitely a "big guy".

Also present at the event was Jetway Traveler. As you can know from the name, this is also a car built for travel. It is expected that the new car will be launched in the third quarter of this year.

The appearance of the traveler adopts the design language of "the way of vertical and horizontal", with sharp edges and corners, and the appearance is extremely tough. The square appearance is definitely the most attractive for cross-country fans, while the interior of the car is relatively simple, but the angular design makes it full of power. The seat material and crystal gear handle of suede further improve the texture of the car. The 15.6-inch central control screen and 10.25-inch instrument screen can not only enhance the navigation and entertainment experience during the journey, but also enhance the navigation and entertainment experience.

In terms of power, Jietu Traveler is equipped with Kunpeng Power, and the fuel version has three power options: 1.5T+7DCT, 2.0T+7DCT and 2.0T+8AT. The PHEV version is equipped with a hybrid combination of 1.5 TD+3 HT, and users can choose their favorite version according to their preferences.

Moreover, Jietu travelers are equipped with a four-wheel drive system, which can greatly improve the traction and ability to get out of trouble when slipping, even in extreme situations, there is no need to worry. In addition to its excellent ability to get rid of difficulties, its high-strength steel hardtop body has super torsional stiffness, which brings users a full sense of security to the greatest extent.

In the era when people pay more attention to the quality of life, car experience has become a problem that consumers must consider when buying a car. Jetway also tells everyone with actions that its ambition is definitely not limited to building a "good car". It is expected that Jetway will bring a travel explosion, so that travelers can enjoy the freedom brought by mountains and seas.

　　 On March 19 th, Xiaomi SU7 will be delivered on March 28 th. At present, it has arrived at the store and started a static experience. Yesterday, many bloggers and media released photos of Xiaomi SU7 interior.

　　As the first model of Xiaomi Automobile, Xiaomi SU7 is positioned as a C-class high-performance eco-technology car, equipped with a 16.1-inch central control large screen and a 7.1-inch flip full LCD instrument panel. The expansion dock below the screen supports external expansion devices, such as game consoles.

　　This model has three color schemes: Galaxy Grey, Twilight Red and Obsidian Black, and more color schemes will be provided later.

　　In addition, Xiaomi SU7 also adopts the intelligent cockpit system developed by Xiaomi Automobile, which is equipped with Qualcomm Snapdragon 8295 chip, supports CarPlay and AirPlay, has a 56-inch HUD head-up display, and adopts a three-spoke multi-function steering wheel with function knobs on both sides.

　　In addition, Xiaomi SU7 has a large space in the back row and can hang two flat plates (Note: Apple iPad is supported as an expansion screen, and it seems that a small refrigerator and other configurations are also provided.

　　Xiaomi SU7 seat is also made of Nappa leather. Both the main seat and the passenger seat support electric adjustment and memory function, and also support forward and backward movement, 4-way height adjustment, backrest adjustment and 4-way waist adjustment. At the same time, it is equipped with heating, ventilation, massage and other functions.

　　Xiaomi SU7 also retains most physical buttons, which can control the air conditioning temperature, air volume, tail opening and closing and air suspension adjustment. In addition, it will be equipped with ambient lights, a 5.35-square-meter glass roof and a 15-speaker sound system.

　　Xiaomi SU7 is positioned as a C-class high-performance eco-technology car with a length of 4997mm, a wheelbase of 3000mm, a width of 1963mm, a height of 1440mm and a drag coefficient of Cd 0.195.

　　In terms of power, the maximum power of Xiaomi SU7 dual-motor version is 673 horsepower, the acceleration time of 0-100km/h is 2.78 seconds, and it is equipped with a () ternary lithium battery with a capacity of 101kWh, and the CLTC cruising range is 800km. The single-motor version has a maximum power of 299 HP, an acceleration time of 5.28 seconds from 0 to 100 km/h, and a capacity of 73.6kWh. The CLTC cruising range is 668km.

Special feature of 1905 film network The upcoming "618" is not only an online shopping carnival day, but also a star gathering day.

According to the announcement released by Alibaba recently, more than 300 stars, including,, and so on, will make a collective appearance in Taobao live broadcast on June 18th.

JD.COM, next door, also released the "618 Star Live Course Schedule", among which Ayanga,, and other stars are listed.

"online celebrity star, star anchor" has become one of the key words in the trend of entertainment circles in mainland China in 2020. Will the participation of movie stars move the "cake" of professional e-commerce anchors? Can industry supervision keep up with the triumphant pace of e-commerce live broadcast?

The star moved the "cake" of the professional anchor?

"Talk shows are just accidents, and bringing goods is true love."At the sub-forum of the "Sir Film Second Entertainment Conference" held in December 2019, the talk show master Xiao Xiao’s golden sentences continued. In the process of chatting with other stars around him, Mix found that before becoming famous, everyone had more or less the idea of selling something online.

In 2020, the head sheep effect caused by the sky-high price of the head anchor, the suspension of commercial activities under the epidemic, the improvement of Internet infrastructure and other factors will pave the way for the opening of the first year of national live broadcast. E-commerce live broadcast is fierce, and bringing goods has become one of the hard-core ways to test the commercial value of star private domain traffic.

"Today, the public no longer feels that live broadcast with goods is a very fall in price thing, and it also accepts this form very much. When star artists see this change, the psychological burden naturally disappears. " Senior film critics, planners and film producers said so.

In April, from the first opening of "Xiao Zhu Pei Qi" to no one can "ancestral blue" me and "Xia Dan", the cumulative amount of goods brought by CCTV news "Thank you for spelling a bill for Hubei" twice exceeded 100 million yuan. The form of star+public welfare+official media makes star live broadcast with goods become a recognized trend from rivers and lakes to temples.

At present, most of the stars are stationed in the online live broadcast as a temporary sideline. The live broadcast of a few stars with goods is to move the number of offline activities in the previous contract with the brand to the online.

Many stars bring goods at the end, does it squeeze the living space of professional anchors?

On the whole, with the gradual fading of the e-commerce dividend period, the star-carrying goods will divert the market share of professional anchors to a certain extent. At the same time, it is not the industry consensus that stars bring goods, and the ability of stars to bring goods often varies from person to person.

"First of all, star anchors are not the same as professional anchors with goods. Some star artists think too simply at first, and feel that after a few hours of publicity, sales will go up. In fact, the essence of e-commerce live delivery is the social YEATION model of red people, which is very intense. Therefore, if merchants really want to bring goods, they may still have to rely on professional anchors, such as the 1+1 model of’ Xiao Zhu Pei Qi’, which can take care of both. " Tan Fei expressed his views on star anchors bringing goods.

In the live broadcast rooms in Viya and Li Jiaqi, the audience can often see the first-line stars, such as Zhu Yilong. This form of first-line traffic star+head professional anchor can often achieve a win-win situation. Traffic stars act as "vases" to attract passers-by, and professional anchors are responsible for diversion and transformation.

In addition, there are also stars moving closer to professional anchors. For example, as the "Chief Optimization Officer of Poly Cost-effective" under Alibaba, the live broadcast was started in Taobao, and the flower name was "Liu Yidao"; The host entered the live broadcast industry with the first domestic live broadcast variety "Let’s Go Beautiful", and the first broadcast attracted more than 20 million people to participate in the interaction and grabbed 156 million sales.

Stars joining the e-commerce live broadcast have both advantages and disadvantages for professional anchors.

While sharing the soup, the star effect makes the live broadcast more attractive to consumers. Under the specialization of the industry, it is not a matter of time to go from a first-line star to a professional anchor. With the resumption of work in the industry, the focus of some stars will return to performing arts.

How to supervise the phenomenon of "rollover"?

High popularity is a double-edged sword for stars to participate in e-commerce live broadcast. Star anchors rely on personal brand effect and fan economic blessing, and their influence is much higher than that of ordinary anchors. Their star aura will also amplify the social discussion of product selection.

Prior to this, although the anchor would try the brands with goods beforehand, the phenomenon of "rollover" occurred from time to time. In 2019, the non-stick pan recommended by a head anchor was pasted on the spot, and the atmosphere was very embarrassing. Some netizens will also be reflected in the live shopping of other anchors, and there are problems such as the inability to find customer service and operators for rights protection.

On March 31, 2020, a survey report on consumer satisfaction of live broadcast e-commerce released by China Consumers Association showed that nearly 40% of consumers had encountered consumption problems in live broadcast shopping, including exaggerated anchor and false propaganda, wrong goods and so on. "Worried about the quality of goods is not guaranteed" and "worried about after-sales problems" are the two major concerns of consumers.

"Although there is no special live broadcast law now, it does not mean that the existing laws cannot regulate live broadcast chaos. The supervision and regulation of live broadcast can be found in the Electronic Commerce Law, the Advertising Law and the Consumer Protection Law. " Tan Fei believes that there are still laws to follow in the supervision of the live broadcast industry.

Generally speaking, anchors are both publishers and spokespersons of advertisements.

Article 56 of the Advertising Law stipulates that advertisers shall bear civil liability according to law if they publish false advertisements to deceive or mislead consumers and damage the legitimate rights and interests of consumers who buy goods or receive services. If an advertising agent or publisher cannot provide the real name, address and effective contact information of the advertiser, the consumer may require the advertising agent or publisher to pay compensation in advance.

It is understood that the Media Shopping Professional Committee of China Chamber of Commerce will take the lead in drafting the first national community standard in the industry, namely "Basic Standards for Operation and Service of Video Live Shopping" and "Evaluation Guide for Online Shopping Credit Service System". These two standards are expected to be officially released and implemented in July this year.

In the future, no matter what form of online video live broadcast with goods, it will enter a fine "regulatory era", with evidence to follow and rules to follow. The formal implementation of these standards will escort the healthy and orderly development of the e-commerce live broadcast industry.

The P70 mobile phone was not released, but Huawei brought the "new" intellectual S7 and the first laptop MateBook X Pro equipped with Pangu model.

On April 11th, Huawei HarmonyOS Ecological Spring Communication Meeting was held online. Yu Chengdong, managing director of Huawei, CEO of BG, and chairman of BU, a smart car solution, revealed the latest sales data of HarmonyOS Zhixing at the press conference. The number of new M7 was 174,000 in seven months, and the cumulative number exceeded 70,000 in three months.

Xinzhijie S7 launches Huawei Visual Intelligent Driving HUAWEI ADS Scheme.

Zhijie is a smart car jointly built by Huawei and Chery. This time, it’s a new intellectual S7 based on the old S7. There are five products in Zhijie S7 released by Huanxin this time, namely Zhijie S7 Pro, Zhijie S7 Max, Zhijie S7 Max+, Zhijie S7 Max RS and Zhijie S7 Ultra. The price starts at 249,800 yuan.

This time, Huawei launched the basic version of HUAWEI ADS, and Zhijie S7 Pro will be equipped with this pure vision solution for the first time.

There are two schemes of automatic driving: lidar and pure vision, and there has been a debate in the industry about the advantages and disadvantages of the two schemes. Huawei used lidar scheme before, and this time it launched a pure vision scheme.

According to Huawei, visual intelligent driving does not rely on lidar and high-precision maps, which can realize "quick and easy opening of national high-speed cities and easy stopping of intelligent parking". Yu Chengdong also said at the press conference that Huawei’s pure vision scheme is better than Tesla’s posture experience. Tesla mainly adopts visual driving scheme.

In terms of battery life and charging efficiency, Zhijie S7 is fully equipped with Huawei Whale 800V high-voltage battery platform, with a minimum power consumption of 12.4kWh per 100 kilometers and a longest cruising range of 855km.

In the field of intelligent cockpit, the Super Desktop 2.0 of HarmonyOS 4 system supports the full boarding of mobile phone applications, and HUAWEI MagLink can expand the screen for the back row. In addition, in-vehicle smart assistant Xiaoyi will be connected to Huawei Pangu model in May.

The old Zhijie S7 was released in November, 2023, positioning a smart car with high energy and large space, with four configurations, with a pre-sale price of 258,000 yuan. However, the sales volume after listing and delivery is not very ideal. At one time, there were network rumors that Chery did not actively cooperate with Huawei in the production of Zhijie S7, and only allocated a small amount of production capacity to Zhijie S7, with a daily output of only a few dozen vehicles, which led to a large number of orders that Zhijie S7 could not deliver. However, Jin Yibo, a spokesman for Chery, responded to the The Paper reporter that the online rumors were not true, the cooperation between the two sides was smooth, and the resignation of senior executives was not due to the cooperation project. According to public data, the cumulative sales volume of Zhijie S7 is 2,297 units in the three months since its listing.

However, Huawei has always been good at rejuvenating old cars. At the beginning, it asked the old M7 models to sell well after rejuvenation. Can the new intellectual S7 replicate the brilliance of the new intellectual M7?

Chery has also made improvements in response to the delivery problem that was previously spit out. Yin Tongyue, Chairman of Chery Group, said at the communication meeting that Zhijie is Chery’s first priority strategic project, and an independent brand division has been established, led by the person in charge of R&D and manufacturing. The intellectual community has an exclusive manufacturing industrial park and special resources investment guarantee. Yu Chengdong said that Zhijie S7 got off the assembly line one car a minute, and now it has started mass delivery.

In addition, the price of Xinzhijie S7 has also been adjusted to make it more competitive. The latest consumer who buys Zhijie S7 will enjoy the rejuvenation rights worth 30,000 yuan, and the old owner will enjoy the owner care worth 13,000 yuan, including 10,000 yuan of cash-filled red envelopes. After this operation, Xinzhijie S7 and Xiaomi SU7 collided head-on in price.

Of course, we will often do what we are good at, and then Huawei will issue an upgraded M5. Yu Chengdong revealed that the new M5 will be released on April 23rd, 2024.

Huawei MateBook X Pro released, equipped with Pangu model.

Huawei also released Huawei MateBook X Pro, the first notebook computer equipped with Pangu model. This 14-inch notebook computer takes a thin route and weighs only 980 grams, but with the blessing of a large model, it can be more intelligent.

According to reports, the first application of Huawei Pangu model, AI summary function can quickly and accurately extract key information from text, audio and video content, which can help users quickly and accurately filter out valuable content from massive information, thus helping users to master the main points of the meeting more efficiently.

Huawei MateBook X Pro is also equipped with Huawei’s AI space function for the first time. Through the AI space, users can directly access rich AI applications with one click, and support more than 100+ agents. It is a one-stop AI capability aggregation portal, which can make code programming, PPT production, paper reading and typesetting, collection of learning materials, video picture creation, travel planning and other scenes more efficient and convenient.

In addition, the star flash version of Huawei wireless mouse was released together with Huawei MateBook X Pro. The mouse is equipped with star flash wireless communication technology and cooperates with adaptive frequency hopping algorithm. Compared with the previous generation of Huawei wireless mouse, the anti-interference ability is improved by 4 times+,and the complex environment is more stable. Huawei MateBook X Pro’s new products start at 11199 yuan.

After the listing of Xiaomi SU7, Xiaomi Automobile Factory began to enter a busy production rhythm.

A few days ago, the reporter of national business daily walked into the Xiaomi Automobile Production Park in Beijing Economic Development Zone, and the rows of millet SU7 parked neatly in the square were visible.

"This is just a part of the new car to be delivered, and there are still many parked in the factory." On April 2nd, a staff member of Xiaomi Automobile Factory said in an interview with national business daily that every day, a new SU7 car was transported to all parts of the country by a sedan chair to prepare for the official delivery on April 3rd.

On the morning of April 3, the first delivery ceremony of Xiaomi SU7 was held in the assembly workshop of Xiaomi Automobile Factory, and the first delivery was started simultaneously in the delivery centers of 28 cities nationwide. "Starting today, Xiaomi officially became a car factory. Should everyone call me Director Lei? " On the same day, Lei Jun, chairman of Xiaomi Group, wrote in his personal Weibo that.

According to official data, Xiaomi SU7 has been on sale for five days, with 100,000 users (5,000 yuan) and more than 40,000 orders locked. "Now, the delivery cycle of Xiaomi SU7 standard and Pro models is about 20 weeks, but the delivery cycle of Max high-end models is expected to be two weeks longer than the other two versions." The sales staff of Xiaomi Auto Super Factory Store told reporters.

A supplier who visited Xiaomi Automobile Factory on the same day told reporters that his company recently received an email from Xiaomi Automobile requesting to increase the production capacity of accessories. "Xiaomi Automobile has raised the original planned monthly production of about 7,000 vehicles to about 12,000 vehicles." However, the above-mentioned Xiaomi automobile suppliers admit that although all suppliers can supply the accessories needed by Xiaomi automobile, its own production capacity is still difficult to achieve (this goal) in a short time.

The delivery of new cars can take up to 8 months, and the annual production capacity demand has increased to 120,000 units?

"I am particularly worried that when it comes to fire, everyone will not buy it. What is even more worrying is that if everyone comes to buy it, it will take a year or two, and it will definitely be miserable. " Before the listing of Xiaomi SU7, Lei Jun expressed his concern about the delivery rhythm of new cars when interviewed by CCTV news.

When the reporter actually visited an offline store of Xiaomi Automobile in Beijing, he found that at present, the store is "crowded" and the sales in the store are overwhelmed. Correspondingly, the order volume of Xiaomi Automobile keeps rising. According to the information released by Xiaomi, the order volume of Xiaomi SU7 broke 10,000 vehicles in 4 minutes, 20,000 vehicles in 7 minutes, 50,000 vehicles in 27 minutes and 88,898 vehicles in 24 hours.

On April 3, the reporter checked Xiaomi Auto APP and found that the delivery cycle of Xiaomi SU7 standard version after locking the order is expected to be 21 weeks to 24 weeks (5 to 6 months); The delivery cycle of Pro version is expected to be 20~23 weeks after locking the order; The delivery cycle after the Max version is locked is 29~32 weeks (7.5~8 months).

According to the plan, Xiaomi SU7 Standard Edition and Max Edition are expected to start delivery from the end of April, and Pro Edition is expected to start delivery from the end of May. "(We) are making every effort to increase production capacity and speed up delivery." Xiaomi Automobile said.

When the reporter visited, he found that at present, Xiaomi Automobile Factory is still advancing according to the single-shift production system and has not worked overtime. "After communicating with the person in charge of Xiaomi Automobile Factory, I learned that the existing daily production capacity of Xiaomi Automobile Factory is less than 300." The above-mentioned Xiaomi automobile supplier revealed to reporters.

A worker of Xiaomi Automobile Factory told reporters that Xiaomi Automobile Factory is expected to produce about 240 cars every day. "The factory is still in normal production scheduling, and there is no special requirement. We generally don’t work overtime." The above-mentioned Xiaomi automobile factory workers said.

The above-mentioned Xiaomi automobile supplier also said that a few days ago, Xiaomi automobile issued a demand to suppliers to increase production capacity. He went to Xiaomi automobile factory this time to do production capacity evaluation. "After understanding, I found that even if our suppliers can provide accessories, it is difficult for Xiaomi Automobile Factory to achieve rapid increase in production capacity in a short time." The above Xiaomi automobile supplier said.

According to several suppliers of Xiaomi Automobile, Xiaomi Automobile has increased its annual production capacity demand to 120,000 units in 2024. In this regard, the reporter verified the Xiaomi Group, but as of press time, no response was received.

Borrow qualification+build your own factory?

According to the plan, Xiaomi Automobile plans to build a vehicle manufacturing plant in Beijing Economic Development Zone in two phases, of which the first phase covers an area of about 720,000 square meters and has an annual production capacity of 150,000 vehicles, which will be completed in June 2023; The second phase is scheduled to start in 2024 and be completed in 2025.

"The factory has built six core workshops-stamping workshop, body workshop, painting workshop, assembly workshop, die casting workshop and battery workshop. In the case of full production, Xiaomi Automobile Factory has a millet SU7 off the assembly line every 76 seconds. " Lei Jun said.

During the visit, the reporter found that the second phase construction of Fangxindian Village and Xiaozhang wan Village in Yizhuang New Town has not been officially launched. At present, some areas have been demolished, but the work of vacating Fangxindian Village has not been officially started.

"Now the house in the village can still be rented out, but I don’t know when I can live, maybe one month or two months. There is no specific time to vacate." A number of residents entering and leaving the village told reporters.

It is worth noting that it is reported that the production qualification and factory of Xiaomi Automobile do not belong to Xiaomi Automobile. In this regard, the reporter verified the Xiaomi Group, and the other party only replied: "At present, these issues are not convenient to disclose, and the official disclosure information will prevail."

According to public information, if you want to build a car, car companies must not only obtain the qualification of a new pure electric passenger car production project approved by the National Development and Reform Commission, but also obtain the qualification of a new vehicle production enterprise approved by the Ministry of Industry and Information Technology, that is, "double qualification".

Last November, Reuters reported that in August, 2023, Xiaomi Automobile had been approved by the National Development and Reform Commission to produce electric vehicles. However, the news was not officially confirmed by Xiaomi Group.

On November 15th last year, Xiaomi brand pure electric car appeared in the 377th batch of Announcement of Road Motor Vehicle Manufacturers and Products issued by the Ministry of Industry and Information Technology. According to the information of the Ministry of Industry and Information Technology, the reporting enterprise of Xiaomi Automobile this time is Beijing Automobile Group Off-road Vehicle Co., Ltd. (hereinafter referred to as Beijing Off-road), and the tail label of the product also has the words "Beijing Xiaomi". However, the application materials show that the production address is "No.21 Courtyard, Huanjing Road, Beijing Economic and Technological Development Zone", which is the current address of Xiaomi Automobile Production Base.

Yang Weibin, an expert on new energy vehicles and power batteries, said in an interview that from the information released by the Ministry of Industry and Information Technology, Xiaomi Automobile either adopted the cooperation mode of Jianghuai and Weilai, first borrowed the qualification, and then applied for independent qualification after reaching a certain amount (referring to the scale). However, Xiaomi has not confirmed this news.

One is from the auxiliary temple.

Smart Car Reference | WeChat official account AI4Auto

Just now, the official announcement of Xiaomi Automobile was finalized:

A technical conference was held on December 28, and Lei Jun emphasized that,Send-only technology.

News instantly rushed to the hot search:

Just a few days ago, Xiaomi Automobile also carried out"Technology giant, eco-car"The preheating, but unexpectedly attracted extremely kryptonian executives to open a group to ridicule.

The car has not been sent yet, and the frame has been noisy. The heat of Xiaomi car and the strength of giving it to friends can be seen.

After Tesla, another catfish is really coming!

Xiaomi Automobile: A technical conference will be held on December 28th.

Just now, Xiaomi Automobile officially announced on major platforms that it will hold a technical conference at 2 pm on December 28. Lei Jun immediately said:

This time, only technology will be distributed, not products.

Some bloggers speculate that many hardware parameters should be announced at the technical conference.

The location was not specified in the announcement, but considering that the time coincides with the "Millet Annual Science and Technology Feast", it is speculated that it should be Beijing.

From March 30, 2021, it was the spring conference of Xiaomi, and Xiaomi announced the official announcement to start building cars, which is just right today.1000 days.

This will be the most important press conference about Xiaomi Automobile in 1000 days.

In fact, the official account for the announcement was only opened on major platforms last night. On the Weibo platform, Lei Jun and Lu Weibing personally "drained" and sent Weibo @ Xiaomi Auto.

Lu Weibing also added, "Continue to work overtime tonight", so we saw the announcement just now.

The strongest catfish of the year is really coming.

Catfish attack: the car hasn’t started yet, and the plane has started to make noise.

Not long ago, Xiaomi Automobile carried out the pre-heating of "technology factory, eco-car". When this Slogan came out, it caused a hot discussion and debate for a while, and there were extremely embarrassing executives who couldn’t sit still and started a group.

Zhao Chunlin, vice president of Krypton, gave an example of an "ecological scene". Later, Weibo was deleted and a one-button protection mode was started:

Zhu Ling, vice president of Krypton, and Guan Haitao, CMO (chief marketing officer) also participated in the delegation. One of them took out Apple and Amazon to demonstrate the concept of "eco-car making":

Guan Haitao, a polar CMO who took office soon, then left a message in the comment area and mentioned a failure case that everyone is familiar with:

There’s nothing to hate about starting a group diss before the car leaves.

New enemies and old grievances.

On the first day of Xiaomi Automobile Technology Conference, December 27th happened to be the release time of Krypton 007.

It’s hard to say it’s a coincidence, because Krypton 007 was originally planned to be released in early January, but later it was advanced, just in time for the first day of Xiaomi Automobile Technology Conference.

Briefly introduce Krypton 007 and Xiaomi SU7:

Extreme krypton 007 pre-sale224,900 yuanStarting and wheelbase2928mmThe car is over 4.8 meters long.car, maximum endurance under CLTC condition870km, full stack800VHigh voltage architecture.

Xiaomi SU7, with a 3-meter wheelbase, the duty-free catalogue shows that there are models with a battery life of800km, will be equipped with 800V high-voltage platform.

Therefore, the positioning of the two cars belongs to the same C-class sedan, and the battery life is close. Both of them have 800V platforms, and each has its own advantages. It is a "new enemy".

There is still old hatred in the "new hatred"-

Guan Haitao, CMO, was the CMO of Glory China District before. In September this year, he left Glory to join Extreme Krypton.

In the era of smart phones, Xiaomi and Glory have been playing as close as a bee, taking the cost-effective route together, and the executives of both sides don’t know how many rounds they have bombarded on social platforms.

Especially after the car was started, Xiaomi also poached Hu Zhengnan, a senior executive of Geely and former president of Geely Research Institute, who is now an investment partner of Shunwei Capital founded by Lei Jun. Weibo’s whereabouts often coincide with the latest news of Xiaomi Automobile.

Even a bowl of jiaozi sent in the winter solstice a few days ago triggered a brain hole among netizens and guessed the price of Xiaomi SU7:

However, after the official announcement of Xiaomi Automobile, more netizens still ran to the "Zhengzhu" to urge them to make more progress. Xiaomi Automobile is getting closer and closer, and Redmi Automobile should also arrange it:

There are also bloggers who hope that Lei can always keep his original heart:

Still isShui clothing executives, is still19.99.

It is best to get a full refund after ten years like Xiaomi 1.

One More Thing

People who meet will meet again..

Just now, Huawei’s terminal issued an announcement, which started blind subscription at the autumn conference, and the M9 official announcement file of the "year-end great contribution" that has been preheated for a long time will be released at 2: 30 pm tomorrow on December 26th.

In the fiery smart car battlefield, Huawei and Xiaomi met again.

— finish —

The countdown to the 2023 smart car selection!

As a content platform that pays attention to the automobile industry from the intelligent dimension, and as the most influential community in the field of smart cars, Smart Car Reference provides references and footnotes for practitioners and readers by annual inventory and selection.

The deadline for this selection is:January 26, 2024

—?contactauthor?—

—?finish?—

【Smart car reference】 Original content, without the authorization of the account, it is forbidden to reprint it at will.

Click herePay attention to me, remember the star, what ~

　　At the "Xicha" located on the second floor of Juntai Department Store in Xidan, Beijing, people who buy and wait for tea are crowded with tea shops.

　　Our reporter Zhang Yiqi photo

　　In recent years, Jinan City, Shandong Province, based on the ancient historical and cultural resources of Quancheng, has actively preserved and restored many old buildings in the commercial port period, including Xiaoguanghan, created an "oriental painting" that perfectly combines China’s traditional culture with modern high technology, and innovated and upgraded the "online celebrity" punching place, Kuanli Qilu Food Club, forming a unique architectural style, time-honored brand and commercial culture of Quancheng Jinan.

　　The picture shows an old shop owner soliciting customers in front of Qilu Food Fair in Kuanli, Jinan.

　　Photo by Yu Fangping (People’s Vision)

　　On Tuesday, May 14th, at 3: 50pm, the "Happy Tea" on the 2nd floor of Juntai Department Store in Xidan, Beijing was crowded. This online celebrity tea shop, which often appears in WeChat circle of friends and Tik Tok, often has to wait in line for dozens of minutes or even hours. Even if the queue time is long, it still does not affect its super popularity. After 4 o’clock, there are more and more people queuing in this store in Xidan.

　　Online celebrity, refers to the network red man. Online celebrity stores refer to those shops with high popularity on the Internet, including restaurants, cafes, tea shops and homestays. Especially under the premise of continuous development of self-media and short videos, more and more stores have become online celebrity stores with the help of them, attracting many people to come to punch in.

　　However, becoming a online celebrity store is only a marketing tool, and attracting customers is only a primary goal. In the longer term, it is necessary to retain customers, which requires shops to work hard on products and services. Online celebrity store should have a good reputation, but more importantly, it should strictly control the quality to create a veritable online celebrity store that can stand the market test.

　　Is high face value the "last word"?

　　Observing the online celebrity stores that are popular on the Internet, we can find that they basically have one thing in common, that is, they pursue "high value". Either the store decoration style is unique, or the product packaging is unique, or the product itself is unique, but in the final analysis, it is able to attract people at the first time.

　　"Hi Tea" has made great efforts in stores and products. From shop design to tea cup packaging to milk tea itself, it has a "high value", and then through the recommendation of various road networks and the customers who have experienced it, its communication effect has doubled, attracting more and more people to try.

　　Xiaoliang works in a hospital in Langfang City, Hebei Province, and often comes to Beijing to play with family and friends. I often see the recommendation of "hi tea", so she and her friends stood in line for 50 minutes at the "hi tea" in Zhongguancun, Beijing, and finally tasted the legendary "hi tea". "I mainly want to taste how delicious it can be. Langfang doesn’t sell it. If you come to Beijing, you have to try it."

　　Xiaoliang’s evaluation of "hi tea" is average, and he thinks there is nothing unique about the taste. However, Guo Yiran, who often drinks "hi tea", thinks it tastes very good.

　　Guo Maoran works in an Internet company in Beijing, and often gets together with friends on weekends or in his spare time, so he has come into contact with many online celebrity stores, especially some online celebrity restaurants. Guo Maoran showed reporters several restaurants in online celebrity that she had been to with her mobile phone. From the pictures, these restaurants are novel in design, unique in style and superior in geographical location, all of which have high "face value".

　　Guo Maoran introduced a restaurant next to the Forbidden City. This restaurant is located in a small courtyard, with simple and elegant interior design, the Forbidden City wall outside the window and exquisite food. This restaurant is suitable for both parties and taking photos, but it is very expensive. In public comments, the per capita price of this restaurant exceeds that of 700 yuan. "But in fact, the food is not very delicious. Many customers go to take pictures. Even so, there are still many people. " Guo Yiran said.

　　But not all online celebrity stores only pursue "high value" on the facade, and some online celebrity stores will constantly improve the quality of products and services and attract customers with connotation. Others become online celebrity stores because of their connotations.

　　Kobayashi works in the headquarters of Shanghai UnionPay. He talked to reporters about an experience of queuing. Radio Lane Hot Pot, located near Shanghai Hongqiao Football Stadium, is very famous in Shanghai. It is also a online celebrity restaurant, and there are long queues at the restaurant door every day. Kobayashi once went to queue up at 2: 45 pm. Unexpectedly, he didn’t eat until 8 pm, and the queue was nearly 6 hours. In the end, Kobayashi and his friends only ate for 2 hours. "The hot pot tastes good. Although it has been waiting for a long time, I think it is still worth it." Xiaolin said.

　　Liao Huaixue, a lawyer of Taihetai Law Firm, said in an interview that online celebrity’s economy is an attention economy. Relying on the spread of the Internet, social short videos and other platforms to promote, online celebrity Store can get a lot of attention in a short period of time and has a huge flow. Attention and flow mean purchasing power, which can be transformed into economic benefits.

　　How much do you know about the routines of online celebrity store?

　　There is a buzzword on the internet: the longest road I have traveled is your routine. This sentence is very suitable for online celebrity stores, and it is the customers who fall into the "routine" that make online celebrity stores popular.

　　Queuing is one of the marketing routines of online celebrity store. When you see a long queue at the door of a certain store, many people’s first instinct is that the products of this store should be very good, which may lead to the idea that "I should try it, too." This is exactly what online celebrity stores want, and many online celebrity stores use this psychology to attract customers. In order to create the effect of queuing, some online celebrity stores will set the counter near the door to increase the illusion of long queues.

　　While waiting in line at a online celebrity store, the reporter interviewed a number of customers in line at random. Some customers come here because they like it, others come here for admiration, and some just pass by and see many people queuing up to buy. It has been repeatedly exposed on the Internet that some online celebrity stores hire people to queue up to create false prosperity, so as to attract people. What’s more, he even started a queuing business, selling his own number to customers, and became a "scalper" queuing in online celebrity stores.

　　More routines are using social networks, and taking photos and punching cards is one of them. Guo Maoran once experienced a photo studio, mainly taking id photos. At the time of checkout, the store told me that if you upload the ID photos that have been washed out in the WeChat circle of friends, you can enjoy the discount. Guo Yiran took a photo of his identity card and uploaded it. "Unexpectedly, many people came to ask me where this photo studio is?" Guo Yiran recalled this experience to reporters. "This invisibly brought more customers to this photo studio."

　　Nowadays, many online celebrity stores adopt the strategy of encouraging customers to take photos, and increase the exposure of the stores by sharing them with customers themselves. As the saying goes, "three people make a tiger", if people constantly bask in the same store on social networks, it will arouse more people’s curiosity, thus gathering more popularity for online celebrity stores.

　　"Under the influence of social networks, in addition to actual consumption, consumers go to online celebrity stores and meet the needs of social sharing, such as punching cards in online celebrity stores and sending friends." Liao Huai said. This shows that the strategy of online celebrity stores spreading through social networks is very effective.

　　People who often brush Tik Tok will brush short videos that recommend eating, drinking and having fun, or recommend short videos of some shops from time to time. Seeing the recommended food, I will itch to try it. But this is probably the "routine" of online celebrity store.

　　Since the rise of media, especially short videos, online celebrity stores have found new marketing methods. By shooting short videos, food and services can be displayed in all directions, and then some self-media marketing numbers, including Tik Tok, are employed to constantly recommend stores, so as to build the store into a online celebrity store. Or invite some online celebrity to come to the store to experience, and improve the popularity of online celebrity store through the heat of online celebrity.

　　Jin Ge, an assistant researcher in Peking University and a doctor of journalism, analyzed the reasons to the reporter: passenger flow is a potential benefit for shops, and the current conventional methods to attract passengers generally cost more. Attracting traffic through the internet and then converting it to offline has become a new channel for obtaining passenger flow. This way of obtaining passenger flow is obviously lower and more efficient than conventional advertising and sales promotion.

　　"For shopkeepers in online celebrity, they will do whatever attracts attention on the Internet." Jin Ge said that there is still a problem of marginal cost. The more shops that attract people’s attention, the lower the price of traffic.

　　Why is it difficult for online celebrity store to "grow red"?

　　If one word is used to describe online celebrity store, ups and downs are the most appropriate. Many online celebrity stores that have been screened are gradually fading out of people’s sight, and even have closed down. It lasts only a few months, and the longer time may only be one year. A netizen concluded: "They are all online celebrity stores living in a circle of friends. When they disappear from your circle of friends, it is not far from the real disappearance. "

　　But there are exceptions. Some online celebrity shops have survived, and "Hi Tea" is one of them. In addition, there are those shops that rely on providing high-quality products and services, which have gained higher popularity by building the marketing strategy of online celebrity stores.

　　It can be seen that quality is the lifeline of online celebrity store. No matter Xiaoliang, Guo Yuran or Kobayashi, they all said in an interview that if online celebrity stores want to be really popular, they should start with quality and do a good job in quality control so that products can stand in the market.

　　Behind the online celebrity store is the realization of traffic, that is, a large amount of traffic obtained on the Internet will be turned into actual passenger flow, which will bring real income. "No matter how well advertising marketing is done, if products and services can’t bring consumers the expected experience, it will be difficult to get repeat customers." Jin Ge said that this would cause online celebrity stores to gain traffic while losing traffic, which is obviously not a wise move.

　　"Even online celebrity stores are in the hearts of consumers ‘ Planting grass ’ The process is also a process of constantly improving the expectation of experience, which is also a challenge to the quality of products and services of online celebrity stores. " Jin Ge said.

　　Serious homogenization is a common problem in online celebrity stores, and conformity psychology exists not only in consumers, but also in online celebrity stores. When a online celebrity store is on fire, the same type of store will appear immediately, and the same marketing method will be used to build a online celebrity store, even with similar names, which will cause consumers’ aesthetic fatigue.

　　Jin Ge said that although the rise of the emerging Internet business model has provided a low-threshold platform for innovation, it is easy to innovate and difficult to attract attention. Therefore, following the trend and hitchhiking have become speculative choices.

　　In the marketing of online celebrity store, it may also involve the issue of false propaganda. Under the fame, it is really difficult to be deputy. In the media marketing soft articles or short videos, exaggerated methods are used to amplify the effect of products. "If the actual situation after arriving at the store is inconsistent with the propaganda content of the online celebrity store, its behavior has constituted false propaganda." Liao Huaixue said that Article 4 of the Advertising Law clearly stipulates that advertisements shall not contain false or misleading contents and shall not deceive or mislead consumers. Advertisers should be responsible for the authenticity of advertising content.

　　In addition, if the online celebrity store involves false propaganda and infringes consumers’ right to know, according to the relevant provisions of the Consumer Protection Law, the store should bear corresponding legal responsibilities. Consumers should take up legal weapons in time to safeguard their legitimate rights and interests if they encounter some shops that are not worthy of the name and involve deception. This is not only responsible for yourself, but also for society.

　　At the same time, public comment, WeChat, Tik Tok and other apps should assume corresponding responsibilities. "From the perspective of platform responsibility, the network platform should take comprehensive prevention and control measures to regulate the online celebrity stores in the platform, protect the legitimate rights and interests of consumers, and earnestly fulfill the platform obligations." Liao Huai said.

　　CCTV News:(Reporter Sun Xiaoyuan) On April 23rd, it was beneficial to open books. Today is World Book Day. CCTV reporter interviewed Yi Zhongtian, a famous scholar and writer, to talk about reading.

　　CCTV reporter: Why do people study?

　　Yi Zhongtian:Only humans have words, and only words can have books. Therefore, cats can only snore at home and people can read. Of course, you don’t have to read it, but it is always good to have one more option. Books are not the necessities of life, and reading is not the first need of life. Its function is actually to improve the quality of life and own taste. I am full of poetry and books. If you don’t want it, you don’t have to.

　　CCTV reporter: Why do you repeatedly emphasize "words"?

　　Yi Zhongtian:Because writing is the symbol of human culture. With words, human beings will truly become human beings instead of animals. Words are attractive, especially Chinese characters. Chinese characters themselves have a sense of picture and rhythm.

　　CCTV reporter: What kind of books do you prefer to read?

　　Yi Zhongtian:I advocate reading ancient books, preferably before the Yuan Dynasty. Pre-Qin and Han dynasties, Tang poetry and Song poetry, choose its classics to read, the heart can be quiet, clean and beautiful.

　　CCTV reporter: Is reading an easy task in the multimedia era?

　　Yi Zhongtian:Reading is actually a luxury, but it has nothing to do with economic conditions. It depends on whether you have time and want to read. Now there are public libraries all over the country, and as far as I know, the service is still very good.

　　CCTV reporter: How to treat online fragmented reading?

　　Yi Zhongtian:If you want to calm down, you’d better study. The Internet is so noisy, informative, fragmented and shocking. Reading is a quiet thing. A roll in hand, forget all the insults. Fatigue, troubles, entanglements and depression are all put aside. Of course, this book has to be fascinating.

　　CCTV reporter: In your opinion, what are the benefits of reading for individuals?

　　Yi Zhongtian:The greatest advantage of reading is not being useful. If you want to be useful, just surf the internet. I can even teach you how to cook online, so you don’t need to buy a cookbook. The fact is, reading makes people feel calm and clean. No matter how dirty things are, they will be cleaner if they become words. Text has the function of filter and purifier. After being converted into words, wars are not so bloody, disasters are not so horrible, and crimes may become intellectual games. Of course, the writer’s heart should be clean, and it is not good to teach obscenity and thieves. However, this is another topic.

　　CCTV reporter: Has the era of "reading for all" arrived?

　　Yi Zhongtian:In fact, reading is a very personal matter, and reading for all is only an advocacy or even an ideal. We certainly hope that the more people read, the better, but in my opinion, the era of reading for all will come only when reading becomes a way of life, and it is the way of life of most people. Here, it is important that people think reading is meaningful and interesting. Moreover, being interesting is more important than being meaningful.

　　CCTV reporter: What is the significance of reading in your writing?

　　Yi Zhongtian:I’m writing the History of China recently. It can be said that reading detective stories is of great help to my writing.

　　CCTV reporter: What books do you think you should read as a child?

　　Yi Zhongtian:Generally speaking, children are about luck, while old people are interested. Children’s reading is like following a tour group, depending on how the tour guide is, so teachers and parents are very important. A child can’t read Hegel even if you ask him to.

　　CCTV reporter: Can you still remember what books you read as a child?

　　Yi Zhongtian:When I was a child, I was basically free-range. My parents only supported non-interference in reading, so I gulped down The Outlaws of the Marsh and The Journey to the West in primary school, but I didn’t read A Dream of Red Mansions until long after I was an adult, because I thought it was not good-looking. Later, I was shocked to read it: so good? It seems that teenagers’ reading may need guidance, but coercion is useless.

　　CCTV reporter: When is the best reading time in life?

　　Yi Zhongtian:College is the best time to study. The study burden of college students is not as heavy as that of high school students, and they don’t have to work hard to support their families in the future, so I especially advocate that college students read more books. If nothing else, there will be no such convenient library in the future! College students should not be partial to their studies, but should be able to read widely. These books may not be used in the future, but the nutrition in them will be difficult to supplement in the future.

　　CCTV reporter: Can you give some reading suggestions to middle-aged people?

　　Yi Zhongtian:Getting married and starting a career is a hurdle in life, and reading depends on meeting the needle. My personal suggestion is that once you get out of the daily necessities, study some history and philosophy! When life enters the next stage, it’s time to make a summary for yourself and think about the future. However, it should be emphasized that reading is a very personal matter. No matter whose advice, it can only be used for reference. Interest is always the best teacher.