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Wen | Value Institute

On February 25th, Beijing time, Keep, which had been rumored by IPO for many times before, finally formally submitted a prospectus to the Hong Kong Stock Exchange, sprinting for the "first share of Internet fitness".

Keep, which was founded in 2014, is still very young, but in many dimensions, it has indeed reached the stage where listing must be considered.

According to Tianyancha data, Keep has completed eight rounds of financing since its establishment. The latest round of financing was completed in January last year with a $360 million round of financing, which was led by Softbank Vision Fund. In the list of shareholders in previous rounds of financing, there are many top institutions such as Gaoyou Capital, Tencent, Times Capital, GGV ggv capital, Wuyuan Capital and Goldman Sachs.

After eight rounds of financing and a long period of commercialization exploration, Keep should give shareholders a good explanation, and IPO is an inevitable choice.

However, according to the data disclosed in the prospectus, the losses for many years, the high marketing cost and the unopened commercialization path have all laid hidden dangers for its IPO prospects.

More importantly, behind the bloody listing of Keep, the heat of the entire Internet fitness track has dropped and the mid-waist platform has struggled to survive, which makes us worry about the future of this "expired outlet".

Judging from the exposed prospectus, the advantages and disadvantages of Keep are obvious.

According to the value institute,The advantages of Keep are mainly reflected in two aspects: first, the user scale and market share are significantly ahead of competitors, and second, the diversified revenue structure, but the disadvantage is that the losses are still increasing.

• Advantage 1: the monthly living scale and market share are leading.

The data shows that Keep, whether it is MAU, cumulative users or subscription members, dominates the vertical field of Internet fitness, and the above indicators are still growing.

According to the prospectus, the average number of monthly users of Keep in the first three quarters of 2021 was as high as 41.75 million, which was significantly better than the 29.7 million and 34.4 million in 2019 and 2020, but it dropped slightly in the fourth quarter, and the monthly users in that quarter were only 28.94 million.

From the growth curve, there was an outbreak from the end of 2019 to the first half of 2020, which was closely related to the spread of the epidemic. According to the report of Bida Data, the number of users of many Internet sports and fitness apps has increased during the epidemic. In 2020, the number of cloud fitness users reached 261 million, which also set a record in recent years. In the second quarter of 2020, the most brilliant year of Keep, the number of monthly users surged by 10 million year-on-year, an increase of 48%.

From the MAU change curve after the outbreak in 2020, the Keep user retention rate is not bad. In the first three quarters of 2021, MAU kept growing month-on-month and year-on-year, and the monthly living scale in the fourth quarter was more than 3 million higher than that in the same period of 2020.

Behind the high growth rate, Keep’s membership conversion rate has also maintained a good growth momentum. The data shows that the average number of monthly subscription members increased from 375,000 in the first quarter of 2019 to 3.193 million in the fourth quarter of last year, and the membership penetration rate increased from 6.4% in 2020 to 9.5% in the fourth quarter of last year.

According to the statistics of third-party organizations, the cumulative number of Keep users has exceeded 300 million, which is hard to compete in the Internet sports and fitness platform. From the perspective of occupancy rate, according to the survey of burning knowledge consulting, 70.1% of the fitness people in China know the Keep mobile application, and the net recommendation value of Keep in domestic fitness apps is also the highest.

It can be said that at this stage, users are the most precious wealth of Keep.

• Advantage 2: The revenue structure is increasingly rich.

Secondly, Keep has also built three business segments, namely, own-brand products, subscribed members and online paid content, advertisements and other services, which enriched its revenue structure.

Judging from the information disclosed in the prospectus, the revenue of private brand products accounts for the highest proportion, and the growth rate is also the highest among the three business segments. The data shows that the revenue of Keep private brand products in 2019 and 2020 was 396 million and 636 million respectively, up by 59.7% and 57.2% respectively. In the first three quarters of 2021, the revenue was 639 million, a year-on-year increase of 55.1%, and the revenue accounted for over 57%.

According to the current growth rate, there is not much suspense that the annual revenue will continue to increase by more than 50% in 2021.

In contrast, the revenue growth rate of member subscription and paid content, advertising and other businesses is inferior. The revenue of the former in the first three quarters of 2021 was 380 million, up 32.8% year-on-year, while the latter was 140 million and 12.1%, with no significant progress compared with the same period of last year.

However, judging from a series of operations in the past, Keep seems to be interested in continuing to develop these two business segments, especially the subscription membership and paid content business.

In addition to the abandoned AI-assisted teaching courses, Keep has made many attempts in paid content in the past few years, including expanding the course library, increasing interest and interactivity. Even years ago, Keep tried to explore a wider range of courses such as street dance, jazz dance, diving and skiing.

In the view of the value research institute, Keep is so concerned about the paid content business that it wants to give full play to the potential value of existing users in the final analysis. How to improve the stickiness of 40 million monthly users and make them become their own private domain traffic pool to pay for additional content is the key to determine the success or failure of Keep paid subscription business in the future.

(Image from Keep prospectus)

• Disadvantages: High marketing costs lead to enlarged losses.

However, as mentioned above, the disadvantages of Keep are also obvious:The increase in income does not increase profits, and the net loss continues to increase.

According to the data in the prospectus, the total revenue of Keep in 2019 and 2020 was 663 million and 1.107 billion respectively, and it was 1.159 billion in the first three quarters of 2021, while the adjusted net losses in the same period were 360 million, 106 million and 696 million respectively, with a total loss of nearly 1.2 billion in the past three years.

The continuous enlargement of the loss in the past year is mainly due to the surge in marketing costs.— — From 185 million in the first three quarters of 2020 to 818 million in the same period of 2021, it has directly quadrupled.

The key to Keep’s marketing burning so much money lies in its multi-pronged marketing strategy: whether it is cooperation with KOL, direct advertising on various online and offline, or cross-border marketing with other brands, Keep is willing to spend money. Take KOL advertising cooperation as an example. Keep launched the K-Star Talent Operation Plan last year and directly invested 50 million start-up funds to support creators.

The crazy marketing war is inseparable from the word competition.

According to the value institute,Behind the crazy growth of Keep marketing cost, we can see that the deteriorating environment of the domestic Internet fitness industry has become fierce competition among various platforms.

　

Keep, the head platform that occupies the vast majority of the market share, is still mired in losses, and the difficulties of the second-and third-tier platforms such as Glutton, Yuedong Circle, Candy Bean and Buduoduo, which are located in the lower reaches of the food chain, are self-evident.

From the historical data, the first wave of the domestic Internet fitness market broke out in 2014-2015, which was also the initial stage of the establishment of Keep. According to statistics from Talking Data, in 2014, the total number of domestic mobile health management users on iOS and Android systems was 120 million, and in December of that year, the number of users increased by 113.4% year-on-year.

However, with the continuous emergence of competing products and the high overlap of business models, the internet fitness market, which was in the ascendant, is becoming "red sea" day by day. Up to now, the value research institute believes that the whole market faces two major problems:Homogeneity and external competition have intensified.

On the one hand, the self-operated commodity business, as the main revenue pillar, has natural defects such as high cost and high supply chain pressure, while the paid content business with higher gross profit is caught in a serious homogenization dilemma.

Taking the running course as an example, the four apps, Glutton, Music Power, Yuedong Circle and Nike+, are almost the same in terms of GPS positioning function, page setting, sports data analysis template, additional running music and real-life mode. Lack of differentiation means that the attraction to users is reduced, and user resources will inevitably be diluted by several competing products.

(Image from Zhongguancun Online)

From this point of view, the early emergence of Keep has a lot to do with its abandonment of traditional sports modes such as running, cycling, walking and mountaineering, and the development of a large number of aerobic fitness courses to get out of the differentiated route. However, with the passage of time, the same script is repeated again: Glug, Yuedong circle have made great efforts to develop fitness courses, and the differentiated advantages of Keep are no longer obvious.

On the other hand, the rise of social fitness modes such as short videos and live grass planting has also eroded the share of vertical apps such as Keep to some extent.

Liu Dong, vice president of Keep, once said in an interview that over 80% of Internet fitness APP users are attracted by live courses. In this context, the biggest competitors of Keep, Goo Dong and other fitness apps are not each other, but video platforms such as bilibili, Tik Tok and Aauto Quicker. For example, Pamela, Han Xiaosi and other bilibili up owners, who were popular all over the network last year, pried away many Keep users.

As of press time, Pamela has 7.38 million fans in bilibili, and the number of single videos easily exceeds 100,000, and there are not a few videos over one million. Han Xiaosi AprilHan, who has more courses, has also accumulated 2.787 million fans, and the maximum video playback volume has reached 3 million+.

For these rising external strengths, Keep tries to adopt the strategy of "introducing them if they can’t beat them". At present, it has cooperated with Han Xiaosi and Pamela to develop several fitness courses. But the problem is,The value of IP is not in Keep itself, but in the hands of these hot up owners, the crux of the decline of Keep’s own content differentiation advantage and the low popularity of coaches’ personal IP has not been cured.

(Han Xiaosi and other fitness up main videos have a considerable amount of playback, and the pictures are taken from bilibili)

Under this double pressure, the decline of the Internet fitness market is also visible to the naked eye.

According to the report of Bida Consulting Data Center, since reaching the peak of 92.1% in 2015, the growth rate of active users of domestic sports and fitness apps has been declining all the way, and it has dropped to around 34% in 2018, and it has not improved much in the following years.

According to the observation of the Value Research Institute, except for the head platform Keep, the living conditions of platforms such as Glug, Yuedong Circle and Le Dongli are not ideal.

In 2018, it also pressed Keep and Hey, and the Yuedong Circle, which has the largest monthly user scale of sports and fitness apps, has not completed any financing for four years. According to the interface news report, Elantra World, the parent company of Elantra Circle, is operating at a loss in 2020, and its net profit in the first three quarters of 2021 is less than 10 million. At the time when the wind broke out in 2014, the Yuedong circle was a high-quality target that giants such as Tencent and Xiaomi competed for.

In December last year, Lisheng Racing entered the Yuedong Circle at a price of 177 million, holding 25% of the shares. However, it’s hard to welcome new capital, and Elantra has to face severe "performance gambling": according to the agreement, Elantra World needs to achieve net profit targets of not less than 18.5 million, 28.5 million and 53 million respectively in 2022-2024, otherwise it needs to compensate Lisheng Racing.

In the foreseeable future, the business of Yuedong Circle will still face tremendous pressure.

　

However, for the Internet fitness industry that has encountered many challenges, the Value Research Institute believes that the outside world should still have patience and hope. After all, the market has not disappeared and the market still has potential.

In August last year, the planning document of the National Fitness Program (2021-2025) issued by the relevant departments mentioned that the digital transformation of the sports industry should be promoted in the next five years, and efforts should be made to provide the society with intelligent services for national fitness.

From the perspective of policy orientation, the Internet fitness platform headed by Keep is still on the cusp of the times, and the market potential has not been fully released.For this batch of Internet fitness platforms, the most important thing now is to realize commercialization and establish their own moat as soon as possible.

In fact, Keep tried to adjust its business model in order to explore commercial transformation a long time ago.

In 2019, because the financing progress was not smooth, the Keep strong man who encountered the capital chain crisis cut off new businesses with high input and low output, such as AI and light food distribution, and put resources back in the advantageous business.

Keep, which is likely to become the "first internet sports fitness stock", has more urgent pressure to realize commercialization, and its series of attempts are also a template worthy of reference for other competing products.

• Explore offline consumption scenarios

First of all, Keep still hasn’t given up the exploration of offline fitness scenes. After Keepland’s early experiments failed, it recently began to try a new joint development model.

The value research institute observed that since the second half of last year, Keep has made many organizational restructuring and business optimization, all of which are in preparation for re-launching the offline scene.

Among them, according to Sina Technology, in the recent round of adjustment, Keep moved the consumer business center to Hangzhou as a whole, and introduced the post of CMO for the first time, reorganizing the two business lines of sports content center and consumer business, aiming at dividing online content and offline content scenes and formulating special development strategies.

On the offline business side, the most noteworthy thing in the near future is undoubtedly that Keepland, which has made a comeback, cooperates with large offline chain gymnasiums such as Ogilvy & Mather Oxygen Chamber, Yuanliyue Fitness and Hummer Fitness to jointly create a "preferred gym" for Keep. According to Keep’s plan, from February 21st this year, all Keepland will be gradually upgraded into preferred gymnasiums, and it is planned to expand the number of stores to 100 in the next year.

The value research institute thinks that Keep, who has suffered a lot in the offline gym business, can choose to cooperate with offline fitness brands such as Ogilvy & Mather, which can play a role in fostering strengths and avoiding weaknesses — —KeepWith the advantages of content development and online operation, offline chain gyms have experience in scene operation and member management, and the cooperation between them can be described as bringing out the best in each other.

According to the data, in the past few years, a large number of offline chain gyms intend to lay out the content industry and strengthen their curriculum research and development capabilities. For example, the Music Carving Movement, which has more than 800 offline stores, acquired the group aerobics brand LOVEFITT, and also launched the original course brand Lovefitt Original. Keep, which has been deeply involved in paid courses for many years, is undoubtedly more competitive than these traditional offline gyms in curriculum development.

• Improve the premium space of fitness hardware products

Secondly, in the sales business of hardware products, Internet fitness platforms such as Keep need to improve quality control, improve sales channels and strengthen the integrated development of content services and hardware services.

In fact, the potential commercial value of Internet fitness APP users is very high, and platforms such as Keep are far from tapping their full potential.

According to the report released by iResearch in July last year, among the users who use smart fitness apps or smart fitness hardware, the users who spend between 2001 and 3000 yuan each year account for the highest proportion, reaching 19%, followed by 16% of 3001-5000 yuan and 13% of 5001-8000 yuan. In contrast, among users who use smart fitness apps and hardware, users who spend less than 45% account for the highest proportion, accounting for 45%, and only 12% spend more than 3,000 yuan.

In other words, Keep’s target users are more willing to spend money on fitness and have higher spending power.

The most direct way to make this group of users spend more money is undoubtedly to provide them with products with higher added value of technology and better quality control.

On the black cat complaint platform, there are more than 5,500 complaints about Keep, many of which are directed at its own hardware products.

Among them, many users complained that "logistics information could not be found, and looking for customer service did not solve the problem", "customer service shirked its responsibility for various reasons, but it was delayed in delivery after the agreed time", pointing to the dereliction of duty of the Keep after-sales team; There are also consumers who complain that the product quality control is not up to standard and there are obvious quality problems.

In Zhihu, "I have bought something in Keep Mall, how about it?" Below this question, there are also a lot of bad reviews. The answer to the question "Yao Xiaoyao" said that the sweatpants he bought would shrink after being washed once. When consulting the customer service, the other party’s attitude was perfunctory and called this a normal phenomenon. Another respondent, "Chen Yixun", directly said "Don’t buy":

"The Brown Bear electronic scale I placed an order on February 21 showed that it was waiting for express delivery on the 26th, but it was not collected on March 3, and the customer service could not find anyone at all. The whole service attitude gives people the feeling of spending money to buy sin. "

Keep can’t be indifferent to these complaints.

(Image from Black Cat Complaint Platform)

In addition, it is necessary to give full play to the advantages of content. In this regard, Peloton, which has been listed in the United States, provides a good reference for Keep.

In the previous report "Peloton, which was contested by Amazon and Nike and lost 80% of its market value, taught Keep a lesson?" In the analysis, P.elotonThe reason why intelligent fitness products can support the ultra-high premium is that their content ecology has contributed a lot.

Generally speaking, Peloton attaches great importance to the integrated development of hardware and software business, and builds its own fitness closed loop: that is, taking treadmills, exercise bicycles and other hardware as carriers, expanding revenue sources while improving user stickiness by providing users with content subscription services.

Keep, which also has a lot of original course content, may draw some inspiration from Peloton’s development model.

• Develop B-end revenue channels such as group classes.

Since the outbreak of the epidemic, professionals have paid more and more attention to health, and enterprises have also paid more and more attention to the health of employees.In this context, it is also the direction that Keep can exert its strength in the future to undertake the group building fitness activities of various enterprises and further develop the employees of these enterprises into their own loyal users.

According to the data, when the epidemic spread in early 2020, 23 enterprises including Dell, Boxma Xiansheng, China Minsheng Bank, Everbright Credit Card, Anta, Link, Hongbulin and New Oriental joined Keep’s interactive alliance plan to encourage their employees to exercise and Keep fit under the guidance of Keep’s customized home sports course.

This cooperation can be seen as the exploration and attempt of Keep on the B side, and there is still a lot of room for development in this market in the future. What Keep needs to do now is to launch more targeted products and courses for B-end customers.

For example, Keepland’s previous fitness group class aimed at the B-end market, providing customized courses for employees, including low-cost fitness-specific guidance nearby. Now, after the cooperation between Keep and the offline gym, the coach and operation team have been further expanded, and it is believed that they will provide support for launching similar services.

　

• Strengthen the ecological construction of live broadcast and build superior IP

Finally, it is necessary for Keep to respond to the problems mentioned above, such as the lack of high-quality IP and live broadcast resources.

According to the data, Keep has tried to build a KOL certification and training system, and has conducted a strict selection mechanism for platform content producers to provide corresponding support for talents and professional creators, including but not limited to traffic support. For example, Keep will display the certification mark in the lower right corner of surrender and KOL’s personal homepage. According to Keep’s content support policy, the author who signed the contract with the platform can also get a certain amount of remuneration every month.

In the view of the value research institute, creating a high-quality KOL and anchor with exclusive Keep is undoubtedly regarded as a preparation for adding paid content services in the future.The data shows that the popularity of paid courses such as Keep Class jointly launched with KOL around 2018 is not low, and it can significantly improve user stickiness and membership conversion rate.

In the future, if we can create explosions KOL and anchors like Pamela and Han Xiaosi, it will definitely be a big plus for Keep’s paid content business.

Everyone knows that Keep is very young, in fact, its founder Wang Ning is even younger — — Born in June 1990, he is only 31 years old. If Keep finally succeeds, the title of "the youngest founder who won the first IPO" will make Wang Ning’s name go down in history.

From entering the online education industry by mistake, to leaving on the eve of the full-scale outbreak of K12 to founding Keep, and then missing the storm of "double reduction" and meeting the window of internet fitness after the outbreak of the epidemic, Wang Ning’s entrepreneurial story is very dramatic at first glance, and it is indispensable for the goddess of luck to come today.

But when it comes to Keep’s entrepreneurial experience, Wang Ning admits that his early work in the ape question bank still brings him a lot of inspiration:

"The products of the question bank have been transformed many times, but each time the transformation speed is very fast and the degree of completion is very high. I now ask the Keep team the same."

Nowadays, in the face of the enlarged losses and the rapidly changing market competition environment, Keep, which sprints for the IPO of Hong Kong stocks, is always considering its own road of commercial transformation. Whether it is to continue to focus on self-operated goods or to launch offline scenes, it is an income-increasing direction that Keep can’t miss in the future, and it also takes time and money to try.

At this time, a start-up team with strong execution and cohesion can play its role.

Although there are still many doubts about the listing prospect of Keep, with the passage of time, perhaps Wang Ning and his team, who have always been flexible and highly executed, can dispel the gloom for potential investors.

　　Tianjin, the client of Zhongxin. com, February 21 ST (New Year’s experience) The popularity of the "online celebrity" library during the Spring Festival holiday is not reduced, and there is a queue to enter the library.

　　Reporter Song Yuxi

　　Tianjin Binhai Library, which was once popular in 2017 because of "Shushan", ushered in another wave of passenger flow peak during the Spring Festival.

　　The reporter visited this "online celebrity" library on the afternoon of 19th. Although it has been more than three months since the library "detonated" social media, there are still many readers who come to see its style.

　　The reporter noticed that there were many readers in the library at one o’clock in the afternoon. Although entering the library requires only one security check, by 2: 30 in the afternoon, there was a long queue of 50 to 60 meters outside the entrance, and the number was increasing.

　　For many people, what attracts them into this door is the "face value" of the library.

　　The pure white atrium of the library is completely open, with 34 floors of white stairs spread out in waves, extending from the ground to the ceiling … … This unique style once "exploded" the circle of friends when it opened last year, and it was also described as "Book Mountain" by many media.

　　Yuan Bai, who was in the queue, told the reporter that he had just heard about the "super high face value" here, so he made an appointment with a friend during the holiday to see the "online celebrity" library in his hometown. "The main thing is to come and see ‘ Shushan ’ Take a photo again. "

　　Obviously, there are obviously many people with similar ideas. Looking around, many people on the "Book Mountain" in the atrium of the library are taking pictures with mobile phones and selfie sticks. Some people deliberately took pictures in the shape of reading, others took a photo with a selfie stick for the whole family, and others couldn’t wait to start sending friends.

　　There are more photos online. Searching for "Binhai Library" in Weibo will lead to a large number of photos of "Shushan". Some netizens bluntly said that "Binhai Library is a good place to take photos", while others said that "online celebrity Library has finally punched in".

　　However, it is not the purpose of the library to become a "online celebrity" with "high value".

　　Gao Aixian, deputy director of the editorial department of Tianjin Binhai New Area Library, once told the media that "Yan value" is only the first step for the library to attract readers to visit. For a library, it is more important to let readers stay and immerse themselves in the world of books.

　　During the Spring Festival, Binhai Library ushered in the peak of passenger flow. The picture shows the readers in the library. Zhongxin. com reporter Song Yuxi

　　The reporter noticed in the atrium that in addition to taking pictures, some people were sitting on the mountain reading books.

　　Mr. Liu, who was reading a book, told the reporter that he had just wanted to see the "online celebrity" library. When taking pictures, he picked up a book and posed, and immediately read it.

　　During the Spring Festival, Binhai Library ushered in the peak of passenger flow. The picture shows the readers in the library. Zhongxin. com reporter Song Yuxi

　　Many readers are actually children. 7-year-old Doudou not only thinks Binhai Library is "particularly interesting", but also is very interested in children’s books here. The reporter noticed that the children’s reading area next to the atrium provided a large number of children’s books.

　　Hua Yu, who took her children to visit the library, bluntly said that she was not only attracted by the "online celebrity value" of the library, but also hoped that her children could "feel the atmosphere of reading" here. "It’s interesting to make him feel that reading is not boring."

　　At three or four o’clock in the afternoon, the queue became longer and longer. The reporter visually observed that the length of the team has exceeded 100 meters.

　　The library staff told reporters that similar scenes began on the first day of the New Year. "There were not many people on New Year’s Eve, but the number of readers who came at once on the first day of the lunar new year increased. This has been the case these days."

　　Another staff member told reporters that according to a rough estimate, the passenger flow on the third day of the New Year has exceeded 12,000. The opening hours of the fourth day of the Lunar New Year are extended to six o’clock in the afternoon. "It is estimated that the number of people should exceed the third day." (End)

　　The "two sessions" is a conference where the delegates put forward their opinions on politics, and the whole country gathers together to jointly start a new era and a new journey. The "two sessions" have always been the "battleground for military strategists" expressed by major media innovation and media integration. In this year’s media products of the NPC and CPPCC, CCTV’s "C+ Moment of the NPC and CPPCC" is particularly eye-catching. This special program uses virtual digital person Xiao C to interact with real people, and the innovative live broadcast of the combination of reality and reality can be described as "unique". Compared with the existing AI anchor, Xiao C not only achieves real-time motion capture and rendering, but also enables multiple systems to be seamlessly integrated. This not only makes "C+ Moment of the NPC and CPPCC" better among the media products of the NPC and CPPCC this year, but also makes the industry see more possibilities of "media+technology".

　　Technology Leading: Making Reality and Virtual "Seamless Interaction"

　　The current news production pattern is showing a kind of "transition": the production process dominated by people in the past is turning to man-machine collaboration, and the leading force of technology is becoming more and more obvious. The technical focus of "C+ Moment of the Two Sessions" is Xiao C, which is also the "technical element" created by the creative team. It is a core figure active in the center of virtual space and an "important hub" for the transfer of mainstream ideas and technologies.

　　In order to present the best effect in the live scene, "C+ Moment of the Two Sessions" comes up with a variety of hard-core technologies such as real-time face+motion capture, real-time rendering, deep learning, etc., trying to make Xiao C look more natural and beautiful. Among them, the key technology of "face+action" capture makes Xiao C interact smoothly with real people. During the live broadcast, Xiao C’s expression, body and clothing all show real, smooth and natural effects, and support real-time interaction with guests. The delay of expression and action is controlled in seconds. The small C in the live broadcast has high fidelity, rich facial expressions and flexible and smooth whole body movements, which increases the user’s sense of substitution, as if he were still a familiar "host" in the center of the screen to lead the audience to understand the focus issues, effectively realizing the seamless interaction between real people in the real world and small C in the digital world.

　　For Xiao C, she is no longer an "additional character" in traditional practice, but can easily control the audience and finish the program. From this point of view, "digital people" are no longer fragments and short-term presentations in the program, but have integrity, thus bringing viewers a stronger novel visual experience. "C+ Moment of the NPC and CPPCC" is not a pure "cutting-edge technology exhibition", but really makes digital virtual people play a key role in the expression of mainstream ideas.

　　In fact, it is not easy to run through the whole process of "digital people" in live programs, especially in such a serious and in-depth interview and dialogue program. However, CCTV’s "C+ Time of the Two Sessions" succeeded: Xiao C achieved real-time presentation and real-time expression, which was synchronized with the "live state" of the program. Without the help of any real host, Xiao C is the most beautiful protagonist in the center of the stage.

　　Of course, we can find from the complex underlying technology behind C: the cutting-edge technology has achieved extensive and effective infiltration in the news production and broadcasting process, and has produced the integration efficiency of "1+1>2". Behind this trend is the increasingly sophisticated practice of intelligent media technology. The leading of technology has changed the traditional live broadcast program structure, and also made the serious content production such as "NPC and CPPCC" have a "sense of vitality" and "affinity" to attract more young users to watch.

　　Artistic sense: Make the interview full of "sense of science and technology" and "sense of the future"

　　The three issues of "C+ Moment of the NPC and CPPCC" all focus on the hot topics of the NPC and CPPCC, inviting people from relevant fields to discuss together and gain insight into the development of the times from microscopic details. In the program, there is almost no difference between Xiao C and the real host, and together with the guests present, he completed an innovative small-screen live broadcast.

　　It is worth noting that the space design of program recording: although in a virtual scene, the program has created a virtual studio space with a "sense of science and technology". Being in this environment, you obviously have a stronger sense of the future, which also provides a visual consistency for the guests to talk about the future development, and also adds a lot of artistic atmosphere to the whole interview program.

　　Behind it is the strong support of technology: the technical team of "C+ Moment of the Two Sessions" continuously optimizes the real-time rendering effect. In order to ensure the smooth live broadcast effect, the virtual scene in the real-time rendering engine is continuously optimized in the design process, which realizes the win-win of artistic effect and fluency of the virtual picture during live broadcast, which not only maintains the perfect artistic presentation, but also maintains the high frame rate of real-time image output.

　　As a result, C+ Moment of the NPC and CPPCC has achieved the integration of multiple systems: the digital person C, the invited guests in reality and the virtual scene built together, forming a virtual scene with great visual penetration. It is understood that in order to achieve this goal, "C+ Moment of the Two Sessions" has realized the perfect integration of "virtual+real-life studio" with the help of a high-precision, automatic tracking 4K ultra-high-definition pan-tilt camera and real-time matting technology of sub-pixel details. At the same time, in this live broadcast, the push-pull and swing of the camera in the virtual scene and the camera in the real world are driven in real time, presenting users with seamless lighting and lighting effects, achieving high-quality program broadcast effects and presenting more attractive "art" in a "technical" way.

　　The C+ Moment of the NPC and CPPCC pays more attention to the visual texture and viewing experience like a movie in the scene construction, which also creates a possibility for the combination of mainstream content and picture aesthetics: talk shows can also be "different" in visual expression, taking into account "ideological" and "artistic". "artistry" is no longer just an exclusive product of literary and artistic creation, but news programs can also be owned.

　　Frontier thinking: continuously stimulating the "creativity" of intellectual media

　　With the rapid penetration of intelligent technology into the texture of the media industry, the two sessions in the past two years have also become a time node for the concentrated appearance of various "black technologies". The "show" of cutting-edge technology not only makes us feel the vigorous tension of the development of smart media, but also witnesses the further maturity of "media+technology".

　　In fact, during the two sessions last year, CCTV’s Little C Digital Virtual Xiaobian made its debut. It showed people with a refreshing and capable short hair and high value, and played the role of a reporter in the "C+ Detective Series Live Programs of the two sessions", and made "cloud connection" with NPC deputies such as Liang Qianjuan, Ma Huijuan and Wu Duanhua. This innovation not only solved the urgent need of cloud interview during the epidemic, but also constructed a more interesting interview scene. This model organically combines digital human technology and cloud connection technology by using the latest achievements of AI technology, and is an innovative application of CCTV in major current affairs reporting.

　　The "Long March Road" of the intellectual media should never be once and for all, but requires a lasting enthusiasm for construction. The use of small C this year can be regarded as the continuation and upgrade of the technological achievements of digital virtual human last year. In fact, in the past two years, we can always see the diversified innovative practice of CCTV. From 2020′ s "Answering Questions, Opening to Traffic with Wisdom" to attract users to accept and perceive information in the gamification scene of thinking, talking and hands-on, to 2021′ s "AI Assistant takes you into the ministerial channel" to move the scene of the ministerial channel of the two sessions into the mobile phone; From the first appearance of Xiao C in 2021′ s "C+ Reality Show Series" to the more mature application of "C+ Moment of the NPC and CPPCC" in 2022, CCTV has always adhered to the experience of "scientific and technological innovation" in current political reports accumulated in the content practice again and again, by injecting scientific and technological genes into the whole communication chain, the technology and content are truly combined, and then the "creativity" of intelligent media is continuously stimulated.

　　At the key node of the new mainstream media entering the critical period, CCTV is constantly exploring the process of "smart media path", and it is also accumulating useful experience and expanding the imagination space of future media!

On October 11th, Geely Automobile Holdings Limited (HK.0175) released the latest sales data: Geely Automobile sold 103,936 vehicles in September, up 18% from the previous month. In the first nine months of this year, the total sales volume of Geely Automobile was 921,796 vehicles, up 5% year-on-year, and 60% of the annual sales target of 1.53 million vehicles was achieved. It is worth mentioning that Geely Automobile’s terminal sales in September continued to hit a record high in the same period, with a market share of 7%, ranking first in China brand and second in the whole industry. The epidemic situation in some areas and the global supply shortage of chips still continue to affect the delivery of Geely Automobile. Up to now, Geely Automobile has not delivered more than 100,000 orders, and it is hard to find a car for popular product terminals such as Xingyue L and Xingrui.

　

In September, Geely Automobile made a major breakthrough in the field of new energy. The total sales volume of new energy and electrified products such as Geometry A, Geometry C, Emgrand EV and Emgrand GSe in September was 11,177 vehicles, up 83% year-on-year, setting the highest monthly sales level since November 2019. In September, orders for new energy and electrification products of Geely Automobile exceeded 13,000 units, and in the third quarter, orders exceeded 35,000 units, a record high. Despite the global shortage of chips, the delivery rate of Geely Automobile’s new energy and electrified products has maintained a positive growth for eight consecutive months. Among them, the order of Geometric brand exceeded 10,000 for the first time in September, reaching 10,077 vehicles, and the sales volume in the third quarter of 2021 doubled. At the same time, Geometry C has received more than 2,000 orders from Israel and Burroughs. At present, the first batch of Geometry C has sailed to the world in Xiamen Port on September 7.

In terms of overseas exports, Geely Automobile has also achieved good news frequently. In September, the export volume was 8,013 vehicles, and the cumulative export volume from January to September reached 74,714 vehicles, up about 94% year-on-year.

　

China Xingxingyue L’s sales reached a new high.

As the flagship series of Geely brand, "China Star" achieved a sales volume of 21,520 vehicles in September, accounting for 25% of the sales volume in the product matrix of Geely brand.

　

Among them, Xingrui, the "China Star Flagship Family Car", still maintained a steady growth trend, with a total sales of 10,173 vehicles in September and 95,726 vehicles in the first nine months of this year. The total sales volume has exceeded 110,000 vehicles in the 11 months since its listing. The market performance with an average monthly sales volume of over 10,000 proves that its subversive product strength is being recognized by more and more consumers.

　

The sales volume of "China Star Flagship SUV" Xingyue L reached a new high in September, reaching 10,168 vehicles, with a cumulative sales volume of 26,263 vehicles in more than two months, which was well received by consumers, and the current orders exceeded 60,000 vehicles. With the product value exceeding the strong joint venture brand in an all-round way, Xingyue L has set a new benchmark for the high-end value of China’s flagship SUV, and also ushered in a double harvest in market and word of mouth.

　

The 4th-generation Emgrand, which just went on the market in the "full moon", once again released the kingly demeanor of "selling the crown independently" with more beautiful body, more space, better comfort, more stable control, higher quality and stronger technology. In September, 16,932 Emgrand cars were sold, and the cumulative sales from January to September this year exceeded 140,000, making the leading position of China brand cars "champion family" more stable.

　

The "Sanhao SUV" Boyue family sold 17,008 vehicles in September, with a total sales volume of 171,183 vehicles from January to September. Since its listing, the cumulative sales volume has been nearly 1.3 million vehicles. Bo Yue X, the first SUV— with the new design style of "Energy Storm", has been officially launched. At present, the pre-sale order volume is 11,580, which will boost the sales of Bo Yue family to a new high in the future.

"China Steel Cannon" Xinbinyue sold 13,199 vehicles in September and 98,891 vehicles from January to September, up 22% year-on-year.

　

Link 09 will be listed, and the fourth experience store in Europe has opened.

The brand sold 15,823 vehicles in September, of which 3,301 vehicles, 7,738 vehicles and 3,115 vehicles were contributed by LECK 01, LECK 03 and LECK 06 respectively. From January to September this year, the total sales volume of Lectra brand was 147,960, a year-on-year increase of 40%. Up to now, the cumulative total sales volume of the Lectra brand has reached 570,000 vehicles.

　

This year, the development of the brand has entered its fifth year, and the initial intention of the brand has not changed. The Co-Guest Conference to be held in late October once again announced the attitude of "not just cars" to the outside world. The brand-new luxury flagship 7-seat SUV LINK 09, which was launched simultaneously, continues to change mobile travel in the spirit of "challenging convention".

In September, the shipments of Lectra brand cars exported to the European market were 2,000 vehicles, and the total shipments from January to September were 7,950 vehicles. This year, 1,900 vehicles were delivered to subscribers in the European market in an innovative subscription mode. The brand-new Lectra 01 won the Euro-NCAP five-star safety rating of the European New Car Safety Appraisal Association, with gene blessing and safety always as 01.

Lectra’s experience store in Berlin, Germany officially opened on September 17th, which is the fourth experience store in Europe after the opening of the first store in Europe in October 2020. Born globally, open and interconnected, Linke is committed to bringing a brand-new cross-era travel experience to European users.

　

After-sales service satisfaction China brand first Geely automobile brand value accelerated.

In the second half of 2021, the speed of Geely Automobile’s "innovation" has not slowed down, constantly catering to the new needs of users and the rapid changes in new aesthetics, while stimulating more market potential, it also establishes new sales growth points for Geely Automobile.

On September 8, the "Damei China Car" Borui Guofeng version was listed; On September 21st, X6 Pro, the vision of "70,000-class premium SUV", was launched. On September 26th, "Platinum Comfort MPV" Jiaji Platinum was launched. The iteration of the three new cars has maintained the continuous coverage and efforts of Geely Automobile in various categories and market segments at all levels, providing consumers with more valuable car purchase solutions. In the fourth quarter, the first car with the design style of "Energy Storm"-Emgrand L will also be put on the market.

　

At the same time, the brand position of Geely Automobile is also rapidly improving. At the China Quality (Hangzhou) Conference held on September 16th, Geely Holding Group won the nomination award of China Quality Award, becoming the first passenger car and vehicle enterprise to win the award, indicating that Geely’s achievements in building a quality management system for vehicles have been fully affirmed. Not long ago, the China after-sales service satisfaction study (CSI) released by J.D.Power in 2021 showed that Geely ranked first among China automobile brands with 770 points, and represented China automobile brands in the top three mainstream automobile brands for the first time, and its after-sales service quality was widely recognized by millions of users. On the "Top 500 Private Enterprises in China in 2021" released on September 25th, Geely ranked 11th as the "leader" of private automobile manufacturing enterprises. At the same time, Geely Holding Group has also entered the Fortune Global 500 for ten consecutive years (ranked 239th in 2021), and is the only China automobile group among the top ten in the global automobile brand portfolio value.

With the deepening of "building a car in an all-round way", Geely will continue to optimize its products, constantly improve its structured product layout, actively expand overseas markets, and continue to fight for the value of China cars.

In the promotion channel of Hangzhou, car home, we are pleased to announce that the model is being promoted! As a high-profile car, Xingyue L Zhiqing is now selling well in Hangzhou at amazing preferential prices. You will enjoy a maximum discount of 0.7 million, and the minimum starting price is only 152,700. Want to know more about the preferential information of Xingyue L Zhiqing, click "Check the car price" in the quotation form, and strive for a higher discount!

Xingyue L Zhiqing is a stylish and dynamic SUV model. The car adopts a streamlined front face design, and the air intake grille is decorated with exquisite chrome, which shows the luxury and sportiness of the whole car. The body lines are smooth, and the overall style is fashionable and atmospheric, showing a strong sporty atmosphere. The headlights on both sides of the front of the car adopt LED light source, which not only improves the safety of driving at night, but also increases the sense of science and technology of the whole car. The side of the car body adopts smooth line design, which highlights the sense of movement of the car, and the shape of the rear part of the car is simple and atmospheric, which shows the sense of stability of the whole car. On the whole, the design of Xingyue L Zhiqing is fashionable and dynamic, showing the sense of technology and fashion of modern cars, and it is a very attractive SUV model.

As a medium-sized SUV, the body size of Xingyue L Zhiqing is 4795*1895*1689mm, the wheelbase is 2845mm, and the front and rear wheel tracks are 1610 mm.. The body lines are smooth and dynamic, especially the design of the side lines of the car, which highlights its sense of movement. In addition, the front and rear tyre size are both 245/45 R20, and the rim style is fashionable and atmospheric, which adds more domineering and strength to the whole vehicle. At the same time, the tires of Xingyue L Zhiqing also have good grip and handling performance, providing drivers with a more stable and comfortable driving experience.

The interior design of Xingyue L Zhiqing is simple and generous, with a leather steering wheel and leather-like seats, which improves the texture of the whole vehicle. The 12.3-inch central control screen is spacious and clear, equipped with voice recognition control system, which can realize the control of multimedia, navigation, telephone, air conditioning, skylight, window and other functions. The front row is equipped with two USB/Type-C interfaces and a mobile phone wireless charging function, which is convenient for passengers. The main and auxiliary seats can be adjusted back and forth, backrest adjustment, height adjustment and lumbar support. The main driver’s seat can also be heated and ventilated, and the front seats also have electric seat memory function. The rear seats can be tilted in proportion, which increases the flexibility of space.

As a compact SUV, Xingyue L Zhiqing is equipped with a 1.5T 163 horsepower L4 engine with a maximum power of 120kW and a maximum torque of 255 N m. In addition, it also uses a 3-speed DHT gearbox to provide drivers with a smoother shift experience. The excellent performance of this engine and the precise control of the gearbox make Xingyue L Zhiqing have excellent performance in acceleration and driving. Whether on urban roads or highways, it can easily cope with all kinds of road conditions and bring drivers a more comfortable and safe driving experience.

Car home car owners spoke highly of the exterior design of Xingyue L Zhiqing. He mentioned that the appearance design of Xingyue L Zhiqing is unique, showing the consistent style of Geely brand, especially the front face adopts chrome-plated straight waterfall air intake grille and mixed exclusive LOGO logo, showing a dynamic shape. In addition, the side is simple and atmospheric, the waistline of the car body is smooth, and the extended wheel eyebrows add a sense of muscle, making the overall appearance more tough. Moreover, the car paint process is also worth mentioning. For example, the car paint of "Haoyuebai" adopts a four-layer pearlescent paint process, which is dazzling in the sun and enhances the uniqueness of the car body. Generally speaking, the design recognition of Xingyue L Zhiqing is quite high, especially the color of the car body and the atmosphere of the front face are very attractive. If you are interested in the design, you might as well feel the real car yourself and see if it conforms to your aesthetics.

　　[car home Information] It was a dramatic August, and the much-anticipated Chengdu Auto Show came to a hasty end in the epidemic. Fortunately, the major brands did not seem to be affected too much, and they could not wait to announce their achievements in August from the beginning of September. At present, a number of brands have released sales data in August. It’s true that some people are happy and some people are worried. Let’s take a look.

　　As of the publication of this article, 9 China brands, 8 overseas brands and 7 new car-making forces have announced their sales in August. The following are the specific sales data of each brand:

● China car companies/brands.

　　In terms of China brand, BYD has once again become the first, and its growth rate is also good; Lantu, FAW Pentium, and Guangzhou Automobile Ai ‘an all gained good growth rates. It is worth noting that the sales of new energy vehicles of China brands have all increased, and pure new energy brands, such as BYD and Ai ‘an, have achieved good results.

★ BYD

　　When the new forces are still complacent about the monthly sales, BYD has a monthly sales of 170,000+,making it a strong new energy throne. In August, BYD sold 174,915 vehicles, a year-on-year increase of 155.2%.

　　Specifically, the sales volume of BYD’s passenger cars in August was 173,977, a year-on-year increase of 157.2%. Among them, the sales volume of BYD DM model is 91,299, and the sales volume of EV model is 82,678, and the two kinds of power are almost equally divided.

　　In terms of vehicle types, all BYD family products can be used, and the sales volume of Han family is 26,003, among which the DM series of Han increased by 351.6% year-on-year. The cumulative sales of the Han family exceeded 300,000 vehicles. There are 10,815 Tangjia people, of which Tang EV increased by 230.6% year on year. There are 42,500 Song families, of which (|) series increased by 321.9% year-on-year. The cumulative sales of the Song family exceeded 1.29 million. Qin family sold 39,512 vehicles in August, of which Qin PLUS DM-i increased by 85.9% year-on-year. The cumulative sales of the Qin family exceeded 720,000 vehicles. Yuan family sold 18,265 vehicles in August, and the cumulative sales of Yuan family exceeded 340,000 vehicles. In addition, the sales volume of destroyer 05 in August was 8725, up 15.6% from the previous month. BYD Dolphins sold 23,469 vehicles in August, an increase of 11.7% from the previous month, and the cumulative sales volume of Dolphins was 130,000 vehicles.

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★ Chery Automobile

　 　 Similar to Geely, Chery Automobile’s Chery, Jietu, Xingtu and Chery New Energy also cooperated, and sold 141,767 vehicles in August, up 111% year-on-year. Among them, 51,774 vehicles were exported, a year-on-year increase of 152.7%; The sales volume of new energy was 28,459 vehicles, a year-on-year increase of 267.8%. From January to August, Chery Group sold a total of 748,550 vehicles, a year-on-year increase of 30%; Among them, exports totaled 250,633 vehicles, a year-on-year increase of 51.1%; New energy sources totaled 166,354 vehicles, a year-on-year increase of 200%.

　　Subdivided into brands, Chery Automobile sold 107,013 vehicles in August, a year-on-year increase of 132.3%; From January to August, the cumulative sales volume was 566,883 vehicles, a year-on-year increase of 47.1%. Tiggo 8 and Tiggo 7 series became the two main sales forces of Chery brand. Tiggo 8 sold 18,286 vehicles, up 98.5% year-on-year. Tiggo 7 sold 20,286 vehicles, up 628.1% year-on-year.

　　Xingtu Automobile sold 5,543 vehicles in August, a year-on-year increase of 214.4%; From January to August, the sales volume was 28,572 vehicles, a year-on-year increase of 57.8%. Jietu Automobile sold 18,979 vehicles in August, up 84.6% year-on-year; From January to August, the cumulative sales volume was 96,716 vehicles, a year-on-year increase of 3.4%.

　　From January to August, Chery Group sold a total of 166,354 new energy vehicles, a year-on-year increase of 200%. Among them, the new energy passenger cars represented by Chery Ant and QQ Ice Cream not only created the top three market share of independent brands this year, but also broke through the "150,000 vehicles" sales mark in August, achieving a cumulative sales of 157,576 vehicles during the year, with a year-on-year increase of 238%.

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★ Geely Automobile

　　This month, Geely Automobile still kept its head. Its brands Geely, Lectra, Geometry, Krypton and Ruilan sold a total of 122,635 new cars, up 39% year-on-year, of which 37,500 new energy vehicles were sold (11,113 Raytheon electric hybrid series), and the penetration rate of new energy vehicles exceeded 30%.

　　In terms of brand sales, Geely brand sold 95,992 units in August, including 22,742 units of China Star High-end Series and 17,489 units of geometric pure electricity. The brand sold 15,098 units in August, a year-on-year increase of 150%; The polar brand delivered 7166 units in August; Ruilan Automobile sold 4,379 units in August.

　　At present, Geely owns a number of passenger car brands, and these brands work together to promote the sales growth of Geely Group by riding the east wind of new energy. At present, Geely has also laid out a radar car with pure electric pickup brand, and we expect it to help the sales growth of Geely Group after delivery.

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★ Guangzhou Automobile Aian

　　Guangzhou Automobile Aian officially announced its August sales report card: Guangzhou Automobile Aian sold 27,021 units in August, up 133% year-on-year, and accumulated sales of 152,305 units from January to August, up 134% year-on-year. Guangzhou Automobile Aian owns a variety of new energy products, including AION S, AION S Plus, AION V, AION Y, AION LX, etc., covering compact cars, compact SUVs and medium-sized SUVs, with many market segments.

　　On September 6th, the mixed reform of Guangzhou Automobile Ai ‘an was officially finalized, and Guangzhou Automobile Ai ‘an New Energy Automobile Co., Ltd. was formally established. This is another milestone in the innovation and development of Guangzhou Automobile Ai ‘an, and we expect Ai ‘an to hand over a more perfect answer sheet in the future.　　

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●　Joint venture car companies/overseas brands

　　In August, the most eye-catching overseas brand was GAC Toyota, with a year-on-year growth rate of 97.6% comparable to that of new car-making forces, which is worthy of recognition; On the contrary, Dongfeng Nissan decreased slightly by 8.9%. In terms of luxury brands, only Volvo has announced sales, and other brands have not yet moved.

★ GAC Toyota

　　GAC Toyota sold 84,608 vehicles in August, a year-on-year increase of 97.6%; From January to August, the cumulative sales volume has reached 668,808 vehicles, a year-on-year increase of 25%.

　　Although Guangzhou Automobile’s poster is C-rated with Feng Landa, it is Camry and Lei Ling family who bear the bulk of Guangzhou Automobile Toyota’s sales. Camry sold 22,622 units in August and 174,716 units in January-August, ranking firmly in the middle-sized car head camp. The Lei Ling family sold 16,075 units in August and 131,889 units from January to August, and its hybrid version has always been an evergreen tree in the hybrid car industry. In addition, Willanda sold 10,856 units this month and Fenglanda sold 10,234 units, both exceeding 10,000 units. Senna, on the other hand, sold 6,857 sets, with a cumulative sales of 48,207 sets from January to August, which is also a good type in the MPV market. Highlander sold 7520 units, which performed well in hybrid cars.

　　On the whole, Toyota’s hybrid cars perform well, and its mature hybrid system is fuel-efficient, affordable and can stand the test. Friends who need this can consider a Toyota.

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★ Dongfeng Nissan

　　In the passenger car business segment of Dongfeng Motor Co., Ltd., the total sales volume of Nissan, Qichen and British finidi brands was 88,133 units, down 8.9% year-on-year and up 1.9% quarter-on-quarter. Nissan believes that the decline in sales volume in the same period of this year compared with last year is affected by external factors such as the shortage of chips and other parts in the whole industry and the COVID-19 epidemic.

　　In terms of specific brands, the sales volume of Nissan brand models in August was 80,006 units; The sales volume of Qichen brand vehicles was 7,637 units, a year-on-year increase of 31.5%.

　　In terms of specific models, Nissan Teana sold 14,176 units in August, and Sylphy remained stable, selling 43,810 units, up 12.1% from the previous month. Nissan sold 15,358 hackers, a year-on-year increase of 15%. Qichen D60 sold 3,992 units and Qichen D60EV sold 3,397 units, a year-on-year increase of 276%.

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★ Beijing Hyundai

　　Beijing Hyundai has performed well in recent months, achieving sales growth for three consecutive months, with a total sales volume of 25,385 units in August. Specifically, Elantra sold more than 10,000 units in August, reaching 10,091 units. In addition, the sales volume of Tucson L and ix35 reached 10,724 units.

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●　New forces of building cars

　　Compared with July, everyone delivered ten thousand pieces of happiness and peace in succession, but this month, it showed a state of differentiation. Nezha rose to 16,000+,and the family in the world welcomed it, but the ideal fell less than 5,000.

★ AITO automobile

　　Brother Wen Jie’s performance in August was remarkable. Its delivery in August reached 10,045 vehicles, and it proudly advanced into the camp of breaking 10,000 vehicles, ranking fourth among the new forces. It seems that the cow that Yu Chengdong blew is coming true soon?

　　On September 6th, the first pure electric SUV—— of AITO brand, Wenjie M5 EV, was officially launched. Two new models were launched, and the price was 288.6-319.8 million yuan, which was just between the low-end and high-end versions of the extended-range M5. Its appearance perfects the product line of AITO automobile, giving consumers more power choices, and with the blessing of "Huawei BUFF", I believe that the brothers in the world can take a fancy to it.

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★ LI

　　Unlike AITO’s celebration of entering the Breaking Ten Thousand Club, it is ideal to deliver a total of 4,571 new cars in August. It’s a bit embarrassing in the new power. However, this should be the "pain" in LI’s progress. At present, it is at the end of Li ONE’s life, and the production capacity of the ideal L9 has not completely climbed, so it is understandable that there is a short-term "green and yellow" state.

　　At present, it is ideal to hold a large number of orders for L9. In November this year, the next new car L8 will also be released and delivered, as well as factories in Changzhou Phase II, Chongqing and Beijing. We believe that the ideal sales volume will return to a reasonable level.

For a detailed interpretation of the sales volume of new forces in August, please click "Ideal Bottom? In August, the new forces delivered the rankings. "

■ Edit comments

　　The sales comments in August have come to an end here. At present, there are still many brands that have not announced their sales, and we are also waiting for good news. After the summer heat passed, it immediately ushered in the classic "Golden September and Silver 10" in the automobile industry, which officially rushed to a good period of sales. Major car companies have also prepared a lot of heavy models in the third and fourth quarters. How will their arrival change the sales of major car companies? Please continue to pay attention to car home’s sales reviews, and we will be there next month. (Text/car home Xing Yueyang)　

　　On April 23rd, the State Internet Information Office, the Ministry of Public Security, the Ministry of Commerce, the Ministry of Culture and Tourism, State Taxation Administration of The People’s Republic of China, the State Administration of Market Supervision, and the State Administration of Radio and Television jointly issued the Measures for the Administration of Webcast Marketing (for Trial Implementation) (hereinafter referred to as the Measures), which included all kinds of subjects and online and offline elements of Webcast Marketing in the scope of supervision. The Measures shall come into force as of May 25th this year.

　　Webcast marketing is what people often say about live broadcast with goods. As a new business model and Internet format, live broadcast has developed rapidly in recent years, which has played a positive role in promoting employment, expanding domestic demand, boosting the economy and tackling poverty. At the same time, however, there are also some problems in the industry, such as improper words and deeds of live marketers, making use of minors to make profits by live broadcast, inadequate performance of the main responsibility of the platform, false propaganda and data fraud, frequent occurrence of counterfeit and shoddy goods, and difficulties in obtaining evidence for consumers’ rights protection, which need to be standardized urgently.

　　In order to standardize the development of the industry, many departments have made frequent efforts to rectify and standardize it, and relevant industry associations have also formulated self-discipline norms, which has played a great positive role in curbing the chaos in the industry. However, experts pointed out that at present, the responsibilities of the anchor and the platform are still unclear, and cross-departmental supervision is needed to standardize the live broadcast.

　　The relevant person in charge of the National Network Information Office pointed out that the "Measures" issued this time aimed at the "people, goods and fields" in the live delivery, and included all kinds of subjects "before and after the scenes" and "online and offline" elements into the scope of supervision. At the same time, it clearly refined the respective rights and responsibilities of the live marketing platform, live broadcast room operators, live broadcast marketers and other participants, further compacting the main responsibilities of all parties.

　　For the live broadcast marketing platform, while gaining profits and traffic through live broadcast, it also needs to bear the corresponding platform governance responsibility. The "Measures" have some innovations in compacting the main responsibility of the platform: First, it proposes preventive measures in advance, requiring the platform to take preventive measures such as arranging special personnel to conduct real-time inspections and extending the storage time of live broadcast content for key live broadcast rooms with a large number of fans and a large transaction amount. The second is to pay attention to the warning in the event, requiring the platform to establish a risk identification model, and take control measures such as pop-up tips, prominent signs, functions and traffic restrictions for behaviors with high risks and possibly affecting the physical and mental health of minors. The third is to emphasize punishment afterwards, requiring the platform to take measures such as blocking live broadcast, closing accounts, blacklisting, and joint punishment for violations of laws and regulations.

　　For live broadcast practitioners, the Measures propose that live broadcast marketers and live broadcast room operators are natural persons and should be at least 16 years old. Live broadcast room operators and live broadcast marketers are required to abide by laws, regulations, public order and good customs, release goods or service information truthfully, accurately and comprehensively, define eight red lines of live broadcast marketing behavior, highlight the management of five key links in live broadcast room, and verify the advertising compliance, live broadcast marketing place, interactive content management and commodity service provider information related to live broadcast marketing activities.

　　In view of the protection of consumers’ rights and interests, which is widely concerned by public opinion, the Measures have been strengthened in many places. For example, the live broadcast marketing platform should promptly handle public complaints and reports on illegal information content and marketing behavior. Consumers jump to other platforms to buy goods or accept services through links in live broadcast rooms, QR codes, etc. In case of disputes, relevant live broadcast marketing platforms should actively assist consumers to safeguard their legitimate rights and interests and provide necessary evidence and other support.

　　Generally speaking, the new regulations introduced this time are "strict" and "fine", which will bring positive guidance and norms to the industry. Both the platform and the anchor should conduct live broadcast activities in accordance with laws and regulations, and must not touch the red line of the law or infringe on the legitimate rights and interests of consumers. Otherwise, it will be punished accordingly.

With 20,000 resumes and more than 300 successful people, the elimination rate of such recruitment is staggering.

In fact, this is not a special post or a selection of senior management talents. This may be the "hottest" recruitment threshold in 2021, from Xiaomi Automobile, which just registered on September 1. Lei Jun, the founder, chairman and CEO of Xiaomi Group, personally served as the legal representative of the project, which attracted more attention before the official announcement, perhaps more than when any new force built a car. Xiaomi’s courage and achievements in the past have made the audience consciously raise their imagination of Xiaomi’s car-making, and also created an unprecedented grand occasion after Xiaomi Automobile started recruitment.

As a company that is good at linking users and creating scenes, Xiaomi is often speculated that it can inherit its "black technology" label in the automobile industry. Therefore, when the first batch of 500 self-driving positions of Xiaomi Automobile started recruitment, a large number of resumes poured in from inside and outside the industry, and there was also a wave of application for job transfer inside Xiaomi.

However, judging from the progress, Xiaomi did not choose to be aggressive and rejected the traditional road of "putting on airs first and then optimizing". Xiaomi was very cautious this time, and made clear the demand in recruitment very early, adhering to the strict screening of the route of holding high and playing high.

On the one hand, it is widely popular, and on the other hand, the threshold is extremely high. The gameplay of Xiaomi Automobile seems to be different.

Who wants to join Xiaomi Automobile?

Who want to join Xiaomi car?

In addition to a large number of applications for job transfer within the group, Xiaomi’s car-making has attracted a large number of "young people" in the existing automobile industry. When Xiaomi, as a part of their "youth brand", goes to the car-making industry, attractive salary and greater development opportunities are the biggest temptation conditions for these young people.

In the context of workplace community software, it has become a hot topic to provide the interpolation of Xiaomi car.From the discussion, at present, most of the people who are most interested in joining Xiaomi are from traditional automobile brands, mostly R&D backbones located in technical ports, and the other is from suppliers of technical solutions in the field of autonomous driving.The former hopes to have more display space, while the latter hopes to use Xiaomi to contact the whole layout of the car.

It is understood that as a player who entered the market later, Xiaomi Automobile offered a salary that was generally 20%~30% higher than that in the industry. At the same time, it generously provided options for some positions. Xiaomi Automobile’s bright slogan of "the first batch of investment of 10 billion yuan" attracted a large number of young people who wanted to "fight together" and "have momentum".

In addition to the attractive salary, more importantly, many people regard Xiaomi as the "biggest opportunity for the automobile industry" after the emergence of new car brands. An industry expert told Tiger Sniff,Consumer brands like Xiaomi faced a high entry threshold in the past, but with the maturity and trend change of the industrial chain, Xiaomi chose to enter the market now, and may explore different ways of playing, whether in user operation or product definition. There are a lot of opportunities behind this exploration.

"I missed the new forces to build a car, and I can’t miss Xiaomi again." An anonymous Internet company autopilot software technical backbone told Hu Wei, and he also mentioned that compared with young people who are eager for development opportunities, there are also a large number of middle-aged autobots in the industry trying to get in touch with Xiaomi, mostly leading projects or teams in the original enterprises, but hoping to achieve greater breakthroughs in their careers. Participating in the process of Xiaomi’s car-making is regarded as an important workplace springboard from technology research and development post to management post.

Among the recruitment requirements currently announced by Xiaomi Automobile, Xiaomi’s first recruitment is aimed at the demand of L4-level autonomous driving direction. In addition to technical experts in intelligent driving, it is also attracting highly educated talents in related majors at school.

Xiaomi’s entry point for the automotive industry isI hope that I can start with the software and define the scene driving experience to establish my position in the automobile industry. On the whole, it is a strategy aimed at the future.For young people, this is a good opportunity to overtake in personal accumulation. For people with certain experience and status, this is a good opportunity to get in touch with the future car-making trends and needs in advance.

In order to achieve this goal, it can be predicted that Xiaomi not only needs to recruit software and algorithm engineer, but also needs to recruit hardware engineers and even vehicle teams. The strategy of combining soft and hard, Xiaomi’s success in the mobile phone period, will continue in the matter of building a car.

Xiaomi needs a lot of talents to build a car, but why is it so difficult to get into Xiaomi car?

Why is it so difficult to go to Xiaomi car?

Xiaomi is trying to recreate the success of the mobile phone industry in building a car.

Looking back, when Xiaomi started his business, he first created a unique MIUI. In the process of software exploration, he gradually determined the experience style and hardware requirements of his own products, and then further deepened the hardware, created a Xiaomi mobile phone, and realized the unification of soft and hard combination in the iterative process.

Similarly, when we look at Xiaomi’s cutting into the car-making industry node now, it is very important that the general trend of "software-defined cars" has emerged; Another important trend is that under the background of the spread of B5G, digital twinning technology is expected to be the fastest mature in the field of intelligent driving. It is a way to "virtualize" hardware manufacturing. Through B5G, changes in software can directly affect hardware manufacturing, breaking the obstacles of mutual adaptation of software and hardware in the past, and software development can save a lot of costs for hardware trial and error.

Therefore, if you want to be a "millet autobot",It is not only required to be able to research or accumulate in the field of intelligent driving itself at a high level, to be able to block one or more needs, but also to show a "diversified" vision and support Xiaomi’s strict demand for product form exploration in the early days.

More importantly, Xiaomi itself is a company with deep accumulation in software and hardware. It is widely believed that the linkage with MIUI and Mijia will be one of the core competitiveness of Xiaomi Automobile in the future, which requires Xiaomi Automobile to consider diversity and versatility when recruiting talents. This intersection will further raise the threshold for joining Xiaomi.

This constitutes the core reason of "difficulty in entering Xiaomi". As the "latest force" in building cars, Xiaomi Automobile objectively has the pressure of "making up lessons" as a latecomer. Therefore, behind Xiaomi Automobile’s pursuit of "the top group of people" in the industry, there is also a predictable high-intensity entrepreneurial rhythm, which will objectively make many people who are gearing up to enter Xiaomi re-estimate the intensity of this job.

At present, Xiaomi Automobile belongs to the stage of "the grain and grass have moved, and the people are assembled". Backed by Xiaomi Group, Xiaomi did not have any financial troubles in the early stage of building a car. Therefore, Xiaomi’s strict control over the quality of talents is, to a certain extent, caused by the high demand for the team. This early personnel selection will directly define the next development ability and speed of Xiaomi Automobile, so the threshold seems to be high, which is actually the inevitable result of Xiaomi’s unique development model and target demand.

If you want to join, you still have to figure out what kind of people Xiaomi needs to build a car.

The Dream and Reality of Xiaomi Building a Car

The key to the success or failure of Xiaomi automobile is determined by consumers, which is the trump card of Xiaomi and the core competitiveness that Xiaomi urgently needs to build.

Internally, Xiaomi Group may be at its best.On August 25th, according to the Q2 performance report released by Xiaomi in 2021, the company achieved a total revenue of 87.8 billion yuan, exceeding the market expectation of 85 billion yuan, up 64% year-on-year; The net profit was 6.3 billion, a year-on-year increase of 64%; The net operating cash flow reached 8.284 billion yuan, a year-on-year increase of 111%; Smartphone shipments reached 62.9 million units, ranking second in the world.After the initial success of the high-end strategy of mobile phone impact, Xiaomi has built its own unique business moat at both ends of AIOT and smart phones.

This is also Xiaomi’s courage to shout out that the initial investment is 10 billion yuan, and it is estimated that the investment in the next 10 years will be 10 billion US dollars, which constitutes the biggest support for Xiaomi’s car-making business. With the gradual arrival of this investment, more investment will follow, which allows Xiaomi to obtain a certain security space at the capital level.

Xiaomi has already started to invest in building cars very early. Besides Lei Jun, who is well-known in the automobile industry, invested in Xpeng Motors as an angel investor. In June this year, Xiaomi’s Yangtze River Industry Fund also participated in the lead investment. In the direction of ADAS, there is a deep accumulation of Zongmu technology, which is the first enterprise in the automobile field that Xiaomi has invested in since it announced the establishment of the car. Subsequently, Xiaomi continued to invest in domestic laser radar start-up company Hesai Technology and smart car supply chain solution geometric partners, and Xiaomi invested in automobiles.

On August 25th, Xiaomi Group acquired Shendong Technology, an autonomous driving technology company, with a total transaction amount of about 77.37 million US dollars. After the transaction is completed, Shendong Technology will become a wholly-owned subsidiary of Xiaomi, and Shendong Technology is expected to bring a systematic and seamlessly transplanted research framework and solution capability of a complete set of autonomous driving schemes to Xiaomi.

Starting from high-level automatic driving, relying on B5G ability to link hardware manufacturing, and finally realizing a high-level smart car that combines soft and hard and can link Xiaomi’s intelligent ecology is Xiaomi’s strategic thinking and direction of its own car-making business.

Judging from the current actions of Xiaomi, Xiaomi is cautious and strict in tactics and rapid in strategy. The most critical winner lies in whether the C-end can continue and the high stickiness of consumers, as well as the depth of participation in the process of carbon neutralization. Under the general trend of peak carbon dioxide emissions and carbon neutrality, the direction of millet is accurate.

The biggest difference between Xiaomi and other enterprises is that it is highly viscous and interactive with consumers, and it can be combined with smart home scenes in the future. Compared with the brand of new power that also holds high the banner of "users", Xiaomi may open up more breadth and depth of car-making business to consumers.

Xiaomi’s unique business model and development path often faced a problem of "difficult valuation" in the capital market in the past, which made Xiaomi questioned in the past. However, with the stability of Xiaomi’s existing business and the rapid spread of making cars, Xiaomi’s model began to be accepted by more people.

To put it bluntly, the core of "hard in soft, hard in soft" is actually Xiaomi’s unique way of life: software builds a unique experience and selling point, and high-performance hardware is a commercial measure of Pratt & Whitney and the platform. This unique model value, which is rooted in China market, will be translated more as Xiaomi Automobile deeply participates in the process of manufacturing upgrading and carbon neutrality in China.

　　After reconciliation with Qualcomm, Apple will support the 5G iPhone or launch it in 2020. In addition to Qualcomm’s possible provision of 5G modem chips for Apple, Samsung may become another supplier of 5G chips for Apple in a specific market.

　　Guo Ming, an analyst known as the "Oracle of Apple", made this prediction in his latest report.

　　According to the technology website MacRumors reported on April 22nd, Apple has been committed to diversifying its supply chain to reduce risks, improve the company’s bargaining power and reduce costs. Many suppliers compete on price, which can help Apple ensure the profit of orders.

　　Guo Ming’s report said: "After the patent dispute between Apple and Qualcomm ended, the two sides signed a six-year patent license agreement, which means that the new 2H20 iPhone model will support 5G, and Qualcomm and Samsung are potential suppliers of 5G straps."

　　On April 16th, US time, Apple and Qualcomm reached a settlement agreement, and both parties withdrew their legal proceedings worldwide. According to the press release made public by both parties, the settlement agreement included an unknown amount of money paid by Apple to Qualcomm, and the two companies also reached a six-year license agreement, which took effect on April 1, 2019, including two-year extension option and a multi-year chipset supply agreement. Subsequently, Intel announced its withdrawal from the manufacturing of 5G modem chips.

　　Guo Ming’s report commented on this: "The market is worried that Intel’s disappointing research and development of 5G lace-up chips may be the biggest uncertainty factor for Apple’s 2H20 iPhone model to apply 5G, but we believe that this uncertainty has been eliminated after Apple and Qualcomm terminated the patent dispute and reached a six-year chip patent licensing agreement, and Intel announced its withdrawal from the 5G lace-up chip business."

　　According to the above report, besides Qualcomm, Samsung may become another supplier of 5G chips for Apple in a specific market.

　　According to the report, "We expect Apple to adopt Qualcomm’s 5G lacing chip in the mmWave market and Samsung in the Sub-6GHz market, thus reducing supply risks, reducing costs and improving bargaining power."

　　Guo Ming believes that 5G will be a boon to iPhone sales and Apple’s supply chain in 2020. He predicts that the total iPhone shipments in 2020 may reach 195-200 million units, including 70-75 million 5G models launched in the second half of 2020.

Qiu Boran, a senior graduate from the School of Ecology and Environmental Sciences of East China Normal University, has now gone straight to Peking University. He said in the live broadcast that he was very happy that his first "job" was to come to the live broadcast room to help the students around him find jobs.

Young anchors.

In 2024, the live broadcast of "You Come at Outstanding Youth Level" jointly organized by the Youth League Committee of East China Normal University and BOSS directly attracted the participation of 114 Fortune 500 companies, listed companies and key enterprises in key fields of important industries, including Huawei, Meituan, Alibaba Group, Weilai, Xiaomi, Today Headline, New Oriental and Ape Tutoring, bringing in a total of 320 recruitment positions. The cumulative number of online activities has exceeded 45,000, the number of interactions has exceeded 18,000, the number of likes has exceeded 11,000, and students have submitted more than 4,400 resumes. On average, each position received about 14 resumes.

The liberation daily Shangguan journalist learned that this is the first spring live broadcast activity of colleges and universities in Shanghai in 2024. In recent years, live broadcast with posts has become a new idea and trend to match employment supply and demand, which can achieve rapid and accurate recruitment, effectively break the time and space constraints of traditional models, build a connection point between employers and applicants in the cloud, and broaden the coverage of employment.

Ye Zining, a teacher of psychological counseling center, joined the live broadcast.

At present, this new mode of compound online recruitment and application adopts the mode of "graduates representing their peers+grassroots league cadres linking posts+famous enterprises and central enterprises entering the school to say posts". Through the integration and cooperation of multi-perspectives and multi-agents, the "experienced people" can guide the "peers", let the "peers" understand the "experienced people" better, and release the positive effect of peer motivation.

The youth anchor is with the "group broadcast".

In the youth anchor group, besides Qiu Boran, the youngest direct student, another student anchor, Zhou Yujie, is also a graduate student. As the executive chairman of the graduate student association, she wholeheartedly implemented "I do practical things for my classmates" with her professional broadcast. At the same time, the live broadcast invited a number of guests, such as Luo Yi, the teacher who won the gold medal in the higher education group of the first national college students’ career planning competition, and analyzed the external exploration and internal improvement of graduates’ job hunting; Teacher Ye Zining, a full-time consultant of the Mental Health Education and Counseling Center, teaches graduates the "three magic weapons" to regulate stress. Among the alumni, Zhang Chenjun, who works in central enterprises, and Tang Xiaoyun, the human resources manager of Huawei Shanghai Research Institute, also returned to their alma mater to answer the concerns of graduates with their rich workplace experience and help students choose jobs.

HuaweischoolfellowTang Xiaoyun is a guest live room.

According to the discipline group and post nature, the live post is divided into science and technology, education management, cultural media and other sectors to maximize the allocation of post resources and increase the effective supply of job hunting. Relying on the live broadcast technology directly employed by BOSS, the cloud synchronization between the anchor’s explanation post information and the post demand is realized, and the students can intuitively grasp the post information, working environment and corporate culture of the employer through real-time interaction.

"Which companies have media posts?" "Which companies have jobs related to data mining?" Applicants can view job information, submit resumes with one click, and communicate with recruiters online when they enter the details page. In the interactive barrage in the live broadcast room, when we see the questions that students are concerned about or generally concerned about in real time, graduate counselors and league cadres, as young anchors, patiently and meticulously answer them, and strive to create a more accurate, convenient, smarter and more efficient online environment and live broadcast experience for graduates. Many students said that compared with the traditional recruitment method, the live school posting is more transparent and interactive, and the positions provided by employers are more related to students’ majors, which increases the possibility of finding a good job.