分类归档 opinion

Wen Yan ke

After a period of time, did investors find it timely for Wang Xing to reduce his holdings of LI shares in mid-September?

01

On September 25th, LI (LI.O/2015.HK) 500,000 production car Ideal L7 rolled off the assembly line in Changzhou Intelligent Manufacturing Base, which is the flagship SUV of five families under the brand. Under normal circumstances, car companies will announce last month’s sales at the beginning of each month, ideally giving good news to shareholders in advance.

Since the first Li ONE rolled off the assembly line in November, 2019, 500,000 production cars have been rolled off the assembly line in 47 months, making it the first new car company in China to achieve this achievement. In addition, it takes only 100 days from the 400,000 th production car to the 500,000 th production car, showing an accelerated running trend.

The new force car companies are mainly Weilai (NIO.N/9866.HK), Tucki (XPEV.N/9868.HK) and Ideality. The founders were all entrepreneurial stars of the Internet technology track, then moved to the electric car track, and successively landed in US stocks and listed in Hong Kong stocks.

According to the data of professional automobile network, in 2022, the ideal sales volume will be 133,000, and the sales volume of Weilai and Tucki will be 122,000 and 121,000. Although they are ahead of the two old rivals, their advantages are not obvious.

In 2023, Ideality began to run at an accelerated pace. In the first eight months, the sales volume exceeded 240,000 vehicles, up by 171% year-on-year. In the same period, Weilai and Tucki sold 94,000 vehicles and 66,000 vehicles, which exceeded the sum of the two major friends, and their sales volume was more than 1.5 times, so they were no longer in a sales camp.

02

The large increase in sales also led to the ideal performance improvement and the stock price surge, forming a "Davis double click".

Ideal takes the lead in making profits among the new forces of car-making. In 2022, it still lost 2 billion yuan, but it made a profit of 170 million yuan in the fourth quarter, and then in the first half of 2023, it quickly increased its profit scale to more than 3.2 billion yuan.

At the same time, Weilai still lost 10.9 billion yuan in the first half of the year, and Tucki also lost 5.1 billion yuan. Naturally, they can’t turn losses into profits in 2023, and the profit time may be postponed until after 2025.

Ideal share price rose sharply this year, and the US stock market closed on Monday, with a cumulative increase of 73%, surpassing Tucki (68%) and Weilai (down 14%).

Compared with the latest market value, Weilai’s market value is $14 billion, Tucki’s is $14.5 billion, and the ideal market value is $37.5 billion, which is about 1.32 times of the total market value of Weilai and Tucki ($28.5 billion), which is 1.5 times of the ideal sales volume of Tucki Weilai in the previous August, and the multiple is roughly the same.

The automobile market share is naturally reflected in the market value scale, and this logic is completely correct.

03

From years of losses to large-scale profits as soon as possible, Yan Kejun thought of Meituan (3690.HK). In 2022, Meituan also lost 6.7 billion yuan, and in a blink of an eye, its profit exceeded 8 billion in the first half of 2023.

Meituan and its founder Wang Xing are also ideal major shareholders. The ideal organization representing Wang Xing’s personal investment is "Zijin Global" and the organization representing the US Mission is "Inspired Elite".

The ideal US stock prospectus shows that Wang Xing has accumulated 133.3 million shares, with a total investment of 263 million US dollars and an average price of 1.97 US dollars per share. Meituan holds a total of about 282 million shares, with a cost of 820 million US dollars and a price of 2.92 US dollars per share.

The ideal IPO price of US stocks is $11.5 /ADS (every two ordinary shares are equal to one ADS), so the ideal market value of Wang Xing’s shareholding is $766 million, and the book yield is 191%. Meituan’s stock market value is 1.622 billion US dollars, and its book income is 97%.

After the ideal listing, the stock price once rose to nearly $48. In August, 2021, Ideal took advantage of the situation to list on the Hong Kong stock market for the second time, and the issue price was raised to HK$ 118 or US$ 15.17, which was more than 7.5 times the cost of Wang Xing’s shareholding. Due to the low shareholding ratio, it is very easy for venture capital shareholders including Wang Xing to choose the time to reduce their holdings.

On September 19, according to the disclosure of Hong Kong Stock Exchange, Wang Xing, CEO and ideal non-executive director of Meituan, reduced his holdings by about 1.96 million shares from September 12 to 15, with a price range of about HK$ 157.84-HK$ 160.51 per share, and cashed in about HK$ 311 million.

Compared with the cumulative number of shares held by Wang Xing, the reduction of 1.96 million shares is just Mao Mao Rain. By the end of June 2023, Zijin Global held 128 million shares, Inspired Elite, holding 376 million shares or 18.53% in total.

As the ideal official responded: "This stock trading is a personal act, and the transaction accounts for a small part of his total shareholding, and does not involve the shareholding of Meituan."

Having said that, the reduction of major shareholders has only symbolic significance to the stock price. After the ideal stock price entered a high point in early August, it was followed by a wave of obvious decline. In the last two trading days, the ideal Hong Kong stock fell by 7.7% on September 25th, and then fell by nearly 5% on September 26th. Its latest share price is about HK$ 138, which has retreated by about 26% compared with the high of US$ 185 and entered the "technical bear".

Need to add that, almost in the same period, Weilai Hong Kong stocks nearly halved, and Tucki also retreated by more than one third. The stock price trend of new power enterprises is very ugly.

The company’s revenue increased from more than 20% to 66%, 96% and 228% from the fourth quarter of 2022 to the second quarter of 2023. That is to say, from October 2022, the ideal has a quite sharp trend, rising from HK$ 52 to over HK$ 180, which has more than tripled.

The ideal sales volume has increased greatly, and the profit is expected to continue to increase. Should Wang Xing and other venture capitalists hold it? However, the stock price surge is based on a high growth base. Since the delivery base has been raised to a higher level in 2023, it will be extremely difficult to exceed three digits or more than 50% growth rate in 2024.

Should minority shareholders refer to "Xing Ge" and leave their bags in time?

[Cheyou Headline-Cheyou Number-Km/h] In recent two years, a "sinking wind" has prevailed in the domestic automobile market. Both luxury brands and independent forces have strengthened their own entry-level products, making the market positioning more people-friendly.

A few days ago, the new Volvo S60 was officially launched, and the price range of the new car was 29.69-38.49 million, which was regarded as the main model of Volvo’s entry-level market. As an annual change, there are not many changes in the whole vehicle, but only changes in the configuration.

Specifically, the new car still maintains the overall layout of the preceding paragraph.

The iconic "Raytheon Hammer" LED light group, flat shield grille and three-stage front enclosure have the rich characteristics of Volvo family.

The same is true for the side and the tail. The relatively rounded double waistline body and sliding roof are retained, and with the "C"-shaped LED light group at the tail and hidden exhaust gas, it has a strong simple texture.

In terms of interior, the new car also continues the current central control layout, using embedded central control large screen and crystal electronic gear lever, and adding leather fabric package to the whole car to enhance the advanced texture.

But the difference is that the full LCD instrument panel has been upgraded from 8 inches to 12.3 inches as standard in the whole system, and the car system has also been "localized" in this change. It can support Huawei’s application market, Tencent’s love listening, Huawei’s intelligent assistant and other functions, but it also cancels the mapping of Apple’s CarPlay mobile phone accordingly. In terms of safety configuration, the new car can provide automatic braking, automatic parking, ready to leave notice, fatigue driving tips, etc., and it has little pressure on daily use.

In terms of power, the new car will be equipped with a 2.0T turbocharged engine +48V light mixing. Among them, the B3 version has a maximum power of 120kW and a maximum torque of 265n m.. The B4 version has a maximum power of 145 kW and a maximum torque of 300 N m.. The B5 version has a maximum power of 184 kW and a maximum torque of 350N·m, which is matched with a 7-speed dual clutch gearbox and an 8-speed automatic manual transmission. Compared with the preceding paragraph, the new car is reduced. After all, it has changed from the standard 8AT to the 7-speed dual-clutch gearbox, which always makes people feel a loss.

On the whole, the performance-to-price ratio of the new car has been further compressed, and the overall configuration and appearance have not changed much, but it has been replaced with a 7-speed dual-clutch gearbox. In the words of netizens, it is "more and more auspicious", which deviates from the mainstream "low price and high distribution" market. I wonder if this wave of operation will affect the next sales performance. (Text/Cheyou number kilometers per hour)

　　"In addition to the house, car and time deposit, I still have several million yuan of working capital in my hand, and I can spend it casually." "I have a villa in Guangdong, a villa in Hainan, a villa of 700 square meters in Jilin, and seven or eight luxury cars. If I win, will my son marry your daughter? If it is not enough, I will add another 10 million yuan as a bride price "… …

　　On the short video platform, the anchors are staged one after another to show off their wealth. In the message, some people are disgusted with this kind of show-off behavior; Some people are openly envious and hope that they can become such "rich people".

　　The reporter of "Rule of Law Daily" recently found on the short video platform that there are quite a few bloggers who show off their wealth. They take luxury life as their selling point, some for pure show-off, while others seek benefits by showing off their wealth and implanting advertisements.

　　Experts interviewed by reporters believe that some bloggers preach money worship and hedonism in order to attract traffic, causing teenagers to imitate consumption and show off, seriously endangering the network ecology, and it is urgent to strengthen governance.

　　Short video shows off wealth and floods.

　　Three views on the influence of corrupt atmosphere

　　"Do you have 5000 yuan? Do you have 30 thousand yuan? 130 thousand yuan. Have you seen it? Have you seen more than 2 million yuan? 40 million yuan, optimistic, I am 40 million yuan. " A female anchor blocked the account balance of a payment software with her finger and moved to the left bit by bit to show off to the audience.

　　For such a show-off video, Li Jie from Yibin, Sichuan, bluntly said that he was very disgusted. "These show-off anchors are either nouveau riche psychology, for fear that others don’t know that they have money, or they deliberately cause others’ jealousy, hype and fame, or rely on showing off their wealth to satisfy their vanity." Li Jie said.

　　The reporter interviewed dozens of people in Beijing, Tianjin, Sichuan and other places at random. Except for a few people who think that online showing off wealth is just a way for successful people to show their private lives, most people are opposed to online showing off wealth.

　　According to Zeng Zhi, a researcher at the Center for Journalism and Social Development of Renmin University of China, sharing your life on the Internet belongs to freedom of speech in a broad sense, which is naturally legal. But showing off and sharing are two different behaviors. "Sharing is based on the partnership between us. I give you what I have, and showing off is a hierarchical emotion that you can only see, but not have, and even envy and attach to me."

　　It was once believed that young viewers lack critical knowledge of wealth, and are easy to envy the superior situation of those who show off their wealth, resulting in a comparison psychology that does not conform to their age, family situation and due virtues; Adult audiences tend to form jealousy and resentment.

　　According to Li Nan, a middle school teacher in Suzhou, Anhui Province, some students in his class are addicted to watching videos showing off their wealth and fantasizing about "making big money and spending a lot of money like an anchor". "Showing off wealth on the Internet will have a huge impact on the values of young people, and it is easy for young people to form a mercenary wrong mentality and shape a superficial and unconfident personality psychology." Li Nan said.

　　Packaging marketing may not be really rich.

　　Harvest flow for profit

　　It is worth noting that the reporter’s investigation found that although some bloggers improperly display luxury life as a selling point, their experience of high-end consumer goods is true; There are also some bloggers who package themselves as rich people through marketing hype, hoping to make profits by showing off their wealth.

　　Industry insiders told reporters that some bloggers’ initial video content was mainly to visit cheap restaurants such as barbecues, snacks and hot pots, and the traffic was tepid. After occasionally posting a "300 yuan One or Two Steaks" experience, the number of single likes soared to hundreds of thousands of times. Later, the blogger began to focus on making videos of high-end restaurants and hotels, "75,000 yuan for one night in the hotel", "1.99 million yuan for confinement" and "10,000 yuan for haircut" … … The flow rate has increased dramatically.

　　The reporter noticed that after the traffic increases, the above bloggers will implant advertisements such as selling cars, selling houses or selling watches in the video. This situation is not a case. Many bloggers have adopted this strategy, making showing off wealth a traffic password, and then implanting advertisements. A number of short video bloggers revealed that their quotations for advertising and promotion ranged from several thousand yuan to tens of thousands of yuan, and some deeper cooperation fees were "not capped".

　　According to some insiders, some bloggers develop offline projects in the video of showing off wealth, attracting people who want to buy luxury cars and become rich, and attracting many people to borrow money to participate in so-called money-making projects.

　　There are also bloggers who seize the audience’s desire to get rich, claiming in the video that they can "teach you how to explode powder and realize cash" and absorb students to collect training fees.

　　Zhang Xiaoyi from Zhanjiang, Guangdong Province, was attracted by this video not long ago — — A blogger told users in the live broadcast that he earned a lot of income on the short video platform, and together with the students who have returned from their studies, he showed screenshots of income, ranging from several hundred thousand yuan to several million yuan, and constantly showed off his luxury car and mansion, claiming that every meal would cost tens of thousands of yuan.

　　"I bring, one-on-one, official platform certification, 28 places in a week, and you can be like us in a month." The blogger shouted loudly. Zhang Xiaoyi was moved and spent 3990 yuan to sign up. A week after signing up, the other party sent some materials and video editing courses. From beginning to end, he didn’t see any "famous teacher" to help guide the creation of a million fan accounts, and the other party didn’t ask him about it, or even know his account. "Isn’t this a deception to draw a pie in the live broadcast room?" Zhang Xiaoyi said indignantly after she found herself being pitted.

　　In fact, the reporter’s investigation found that on the e-commerce platform, you can buy a large number of materials for making high-end friends, such as luxury goods, luxury cars, balance bills, travel and leisure and even helicopter purchase records, for only 10 yuan. Only to prove personal assets, there are stock income charts, sales records, and bank transfer screenshots of tens of thousands, hundreds of thousands or even millions of yuan. Some stores also provide editing tutorials and copywriting, and if the buyer doesn’t know how to operate it, he can also pay the seller to operate it on his behalf.

　　In addition to virtual materials, it is also convenient to fake physical luxury goods. Also on the e-commerce platform, you can buy the car keys of various luxury cars for tens of yuan; Spend tens of dollars to thousands of dollars, and you can rent famous bags, famous cars and luxury houses of various brands to take pictures.

　　False advertising is illegal.

　　Regulatory identification and timely follow-up

　　"Many bloggers who show off their wealth actually take advertising fees and do business promotion and advertising marketing, such as jewelry and buffets." Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, said that according to the advertising law and other regulations, advertisements should be identifiable and enable consumers to identify them as advertisements. However, most videos showing off wealth are not marked as advertisements, and people do not know which ones are commercial propaganda and which ones are real life. "It is a typical illegal act to mix and talk like this."

　　He suggested that showing off wealth can make bloggers pay more attention and expand their satisfaction, so this shortcut to fame is constantly copied and imitated. For short video platforms to show off their wealth and chaos, relevant departments should promptly and vigorously rectify and purify cyberspace.

　　The reporter noted that the State Administration of Radio, Film and Television and the Ministry of Culture, Tourism and Tourism recently jointly issued the Code of Conduct for Network Anchors, which explicitly prohibits 31 kinds of behaviors, including inducing rewards, overeating, showing off wealth and worshipping money. Since April this year, the Central Network Information Office, together with relevant departments, has launched a three-month special campaign to "clear and rectify chaos in the field of webcasting and short video", focusing on rectifying illegal and illegal content such as "color, ugliness, strangeness, falsehood, vulgarity and gambling".

　　Some short video platforms are also in action. On July 19th, Tik Tok announced that it had dealt with a number of contents and accounts suspected of deliberately showing off wealth, promoting high consumption, keeping up with the joneses and enjoying themselves. From July 1 to 18 this year alone, the platform cleaned up 3911 related illegal videos and punished 5 illegal accounts.

　　From April 25th to May 8th this year, Xiaohongshu platform handled more than 1,100 illegal contents related to showing off wealth. When users of Little Red Book search for keywords such as Ferrari, Bugatti and Mansion, the page will display the prompt of "Sincerely share and rationally consume".

　　A number of short video platforms have announced that they will continue to crack down on the content and accounts of bad values such as worshipping money and showing off wealth, comparing and enjoying themselves, and continue to monitor and dispose of related variants in time.

　　In Zeng Zhi’s view, the platform is in the front line of Internet governance, that is, it should screen and limit the video of showing off wealth, and educate and warn users who frequently publish relevant content.

　　"Last year’s ‘ Clear action ’ In China, the Internet Information Office has expressed its willingness to control videos showing off wealth, and its "Regulations on the Management of Internet Audio and Video Information Services" also stipulates that ‘ Providers and users of network audio and video information services should … … Carry forward the socialist core values and promote the formation of an active, healthy and upward-oriented network culture ’ . At present, the relevant rules and regulations are relatively sound. The key is that the platform needs to abandon the view of traffic first and do its job of supervision. " Zeng Zhi said.

　　Zhu Wei suggested that to control the short video to show off the rich chaos, the regulatory authorities need to continue to supervise and guide, and the short video platform should improve the institutional mechanism. For example, it can introduce an algorithm mechanism, use AI to identify whether it is a show-off video, do not give traffic to the show-off video, and prevent vulgar live broadcast and video content from becoming social topics.

　　□ Our trainee reporter Zhang Shoukun

　　□ Our reporter Zhao Li

It is said that the competition in the entertainment circle is very stressful. Whether it is given by yourself or public opinion from outside, as long as it is an "insider", it will face a lot of pressure. Under this pressure, in order to better meet the expectations of fans and audiences and their own standards and requirements, many actors and artists are called "Desperate Saburo" in the entertainment circle, and "No madness, no survival" is the highest evaluation for them.

Then let’s take a look at which "Desperate Saburo" are selected!

Alina Zhang, who boarded the hot search many times before because he "apologized", relied on the flag of "only sleeping for three hours" this time. In an interview video, Alina Zhang talked about her cross-border experience from the front to the back. She said that her mobile phone was always online 24 hours a day, and when a colleague sent her a WeChat at 3 am, she would reply at 4 am.

As for Alina Zhang’s sleeping time, she also broke the news herself in a variety show, saying that when she participated in "Braving the Wind and Waves", all her sisters were afraid to live in the same room with her, for fear of being awakened by her. She also quipped that when Eva Huang called to change rooms at night, she heard it. Why did she hear it? It was because it was three o’clock in the morning and Zhang Menggang got up.

Although it is a joke, it is also the true state of Alina Zhang at work. Only Alina Zhang and He Jiong slept for three hours.

Talking about the topic that "monsters" in the workplace don’t sleep in the program, He Jiong mentioned that "three hours’ sleep time is enough for himself". In fact, He Jiong didn’t mean that it was enough for him to sleep only three hours a day. Later, he also explained that in his concept, it was enough to fall asleep, whether it was three hours or four hours, as long as he fell asleep, he played a role in rest and relaxation.

Some netizens have sorted out He Jiong’s itinerary in October this year. Almost all the programs are recorded from the beginning of the month to the end of the month. It is no wonder that He Jiong is always called "He Laoshi". With such a large workload and excellent hosting strength and experience, He Laoshi deserves it.

Meng Mei Qi, as a "teacher elder sister" of trainees, told them about her own experience, saying that when she participated in the competition, she only slept for 30 minutes for two months out of three months.

Before Alina Zhang and He Jiong only slept for three hours, it was already exaggerated, and 30 minutes was too much. No wonder some netizens voiced doubts. However, artists should pay attention to their work and rest, and don’t overwork, otherwise their health will be too much one day.

Whether it is a newcomer or a senior, there will always be a rush in this fast-paced circle. In "Great Sister", Tamia Liu, an actor, said that he lived by willpower. No one is superhuman, but when you have the will, you can go forward bravely. From marriage and family management to personal will growth, from actor to cross-border anchor. Tamia Liu has been fighting a prepared battle.

There is a scene in the program that is the live content of Tamia Liu on the day after the live broadcast. At that time, it was already three o’clock in the morning, and many staff members couldn’t stay up. Tamia Liu also teased himself that he was the one who put all the staff down.

Recently, LAY has appeared in many variety shows, such as I am a singer, an idol trainee, the name of a teenager, This is Street Dance, and the latest Dance Storm.

Singing, composing and dancing, he is updating his own universe, with new albums, new singles, setting up an entertainment company and convening trainees. LAY’s plan is very full. Before attending the program, he said that he had almost no spare time, even if he didn’t have a schedule, he wouldn’t let himself rest. He would use his spare time to compose and practice dancing, and he would also see him arranging music with a computer at the airport.

Jackson Wang is also such a "Desperate Saburo" idol artist. I have participated in many variety shows in China for more than five months, opened a pop-up shop and released new songs. I also have to take into account the arrangement and development of Korean companies, and China and South Korea run at both ends. Give yourself a relaxing holiday, and he will even feel panic and anxiety. Only by enriching yourself will you feel that you have not been surpassed and eliminated.

The entertainment circle has been updated very quickly. If you want to have a more sense of existence in the hearts of the audience, almost everyone is desperate. Love to drive action, they use their professionalism and professional attitude to present better works to the audience. Under the premise of not hurting their health, Saburo deserves everyone’s praise and appreciation. Text/fruit burning

Some time ago, the topic of # 中中中 is a new type of social relationship # was on the hot search, and some netizens began to understand what the word meant, while others had already extended the relationship of "中中中" to all aspects of life. Food sharing partners, learning partners who urge each other to make progress together, idolize partners and concert partners who share the same star, game partners who organize games, and shopping partners who make up the whole list. ……

"I can’t live without a partner." "Losing a partner is worse than being lovelorn."

What is the difference between a partner and a friend? Is it that important? Why are young people so addicted? What kind of social changes and social psychology are reflected behind this?

"Partner" is a new social relationship.

Partner relationship only became a popular word this year, but it actually existed for a long time. In Shanghai dialect, playing cards together can be extended to partners, and there are similar words in Northeast dialect, that is, partnering, meaning partnership, partnership, such as dining together and traveling together. Whether it’s a dialect or a buzzword today, a partner can be understood as a partner, that is, a person with the same purpose.

Partner relationship can be understood as a relationship based on interests, common needs and value recognition. This kind of relationship is farther away from friends and closer to strangers. They accompany each other when needed and don’t disturb each other when they are apart. It is a kind of stress-free social interaction. In the partner relationship, both sides can meet each other’s social needs most cost-effectively.

Friends are connected by emotions, while partners are connected by needs. On the platform of Little Red Book, many netizens posted posts to find their own partners, such as reading, watching exhibitions, eating, traveling, fitness, etc., and found the most accurate companionship in the segmentation field.

Partner exists not only between people, but also between brands or products.

From the brand point of view, joint name and group cp can actually be understood as a partner relationship. In the past few years, we have seen all kinds of joint names, some of which are strongly combined with the track, and some of which are completely different from the two categories. Joint names are nothing more than two brands grouped together to jointly improve brand awareness and topic, increase premium and sales volume, and create new products to meet consumer demand. In short, we hope to go hand in hand and strengthen brand competitiveness.

　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 Juewei Duck Neck and Zhen Huan Chuan jointly signed, source: Juewei Duck Neck.

From the point of view of products, the relationship between partners is even richer. The second cup is half price, two people walk together and one person is free of charge, and the combination suit is all between products.

Take the second half-price cup as an example. When two products are put together, the second half-price can be obtained. From the economic point of view, it is not only bundled sales, but also the diminishing marginal utility, which also involves price discrimination. Half price of the second cup belongs to voluntary bundling. Consumers think that this way will make them profit, and in most cases they don’t want to miss the preferential opportunity. From the perspective of diminishing marginal utility, the satisfaction of the second cup is not as strong as that of the first cup, so the willingness to buy with the original price of the first cup will be weakened, and the effectiveness of price discrimination strategy will be exerted at this time.

Price discrimination means that merchants charge different prices for the same goods and services, and the second cup belongs to second degree price discrimination at half price, that is, when the willingness to buy the second product is reduced, the low-price preferential strategy is adopted to promote the purchase behavior, so that consumers get benefits and merchants sell more products, which can be described as killing two birds with one stone.

The combination of brands and products can be understood from the point of view of both merchants and consumers, but the combination of people needs further analysis.

Why does the "partner" relationship poke young people?

Relevant surveys show that more than half of the young people have a partner, and among the 31% young people who don’t have a partner, more than half still want to have a partner. What is the attraction of a partner?

Reduce social costs and avoid emotional internal friction

From the phenomenon of rectifying the workplace and rectifying the marriage and love market, we can see that today’s young people have completely different attitudes and ideas in social and relationships from the previous generation. They are generally skeptical and exclusive of complicated and troublesome interpersonal relationships, and are tired of maintaining relationships, but they still have social needs, so it is their choice to draw social rules in advance, define boundaries or pay for social experience.

Making friends needs to pay a large sunk cost, but friends can’t completely share the same interests and always accompany them, so it is better to find a partner to reduce social costs and avoid emotional internal friction. The data shows that 53.7% of young people think that finding a partner is an efficient interpersonal communication and even a learning lifestyle.

Make friends with interests and improve communication experience.

The biggest feature of the partner relationship is to make friends with interests. When people with the same hobbies get together, they can deeply understand each other’s joy and happiness, and also understand each other’s sadness and troubles, and the experience of communication is greatly enhanced. With the continuous development of the Internet, the scope of interpersonal communication is also expanding. From the agricultural age to the information age, social relations are also changing from kinship to interest, and the interest relationship with universality, diversity and equality just caters to the lifestyle of contemporary young people.

As netizens said; People with common hobbies will have a sense of security when they form a partner. Just for hobbies, they will gather here, start at any time and end at any time, which is similar to a "burn after reading" relationship and a semi-open spiritual collision.

Internet leads the way, expanding social scope

Why is the Internet interesting? Because you can see all kinds of information and meet all kinds of people on the Internet, socializing in real life is far from as easy as making a friend. It starts with interest, but it may also be the starting point of a closer relationship and become girlfriends, brothers and friends. Familiar friends for many years are not around, and the group loneliness in the Internet age, the way to get rid of these is to connect with others, and the partner relationship is especially rising and continues to be hot. According to a survey data of China Youth Daily, among the 1,335 respondents, 68.9% of the young people think that "socializing with children" is a brave step to step out of the social comfort zone and seek a new social model.

The popularity of the topic of "finding a partner" on the Internet has gradually receded, but in reality, "partner" is still a social relationship that many young people admire and continue. When partner relationship and light socialization become a trend, brands that see the trend and grasp the trend have begun to make friends with consumers with "partner".

What does the new social relationship inspire the brand?

Recently, tomato novels have followed the trend and actively created a "novel partner" for users-fanjuan. As the virtual IP image of tomato novels, Fanjuanjuan, like the real "reading partner", will have similar reading emotions with users according to the story in the book, giving users a sense of companionship, understanding and substitution. The appearance of Fanjuanjuan brings new experiences to users who love reading and listening to novels in tomato novels.

　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 Fanjuanjuan, source: tomato reading

The popularity of new social relations reflects the change of young people’s ideas. What essence should brands see through the phenomenon? What enlightenment will these changes give the brand?

The premise of the existence of the partner relationship is that both parties have the same interests and goals, such as liking the same star or playing the same game. This relationship will give people a sense of belonging, which is actually what we often call "circle". Among today’s young consumers, e-sports circle, shoe circle, idolize circle, film circle, rock circle, secondary circle, rap circle and other different circles have built barriers between circles with different interests and cultures. The hot topics in the circle may not be understood by people outside the circle, and even the hottest events can’t stir up big waves without the circle. At the same time, these circles have a tendency to gradually develop into the public, so for brands,

Secondly, it can also be seen from the partner relationship that strong social attributes are still the key link to determine the brand life cycle. If brands and products can naturally become bridges between users, they will have stronger vitality and will not be easily abandoned by consumers. Strong social attributes also mean that consumers will spontaneously get involved and take the initiative to share, which will continue to bring new attention and users to the brand.

Many games are popular because they have both competitive fun and social emotional needs, such as various relationships in the glory of the king, intimate props, skin giving and forum communities in the game, etc., as well as CROCS’ bringing goods together and Luckin Coffee’s new products, etc., all of which have strong social attributes.

At the same time, finding a partner is actually that people are looking for accurate companionship in vertical segmentation, so segmentation is an important topic for brand growth. To subdivide the track is not to subdivide for the sake of subdivision, but to meet the needs of consumers in different scenarios with differentiated characteristics according to the pain points of users within a category, and then to find opportunities and possibly to subdivide the new products in the track into independent new categories. 0 sugar, 0 fat and 0 addition in the food industry, different skin types and functions in the beauty and skin care industry and different equipment in different sports in the sports industry are all showing the possibility of subdividing the track. Finding a partner needs to be subdivided, and making products cannot be general.

Looking for a partner is to find companionship, a sense of belonging and security, and to dispel loneliness; Dopamine uses high saturation and bright colors to bring visual impact and stimulate the happiness and pleasure of the mood; Although Thai Cool Spicy has become a popular stalk, its original intention is to encourage people to be themselves and stick to their own attitudes and opinions … Looking back on this year’s buzzwords, one thing that cannot be ignored is that it has brought emotional value.

San Pu Zhan mentioned in The Fourth Consumption Era that in the fourth consumption era, the consumption pattern will change, instead of focusing on things, people will focus on "people". People will pursue full consumption, connect with people, and have a good experience and a good time. People are increasingly pursuing spiritual health, which is the so-called cure.

Therefore, the brand needs to establish correct and positive brand values, which is an important force to drive consumers to identify with the brand and the origin of brand marketing propaganda. The activities carried out around brand values will leave a mark on consumers’ minds for a long time, resonate and become an effective asset of the brand. In addition to values, brands also need to think about how to bring healing, relaxation and beautiful feelings to consumers when they are generally under pressure from all sides.

The changes of consumers, especially young consumers, are rapid. These changes seem complicated and confusing, but in fact there are traces to follow. This "trace" is the changes in consumer demand and consumer psychology. Grasping these changes means grasping the future development trend, and only by grasping the trend can we find the direction of brand and product upgrading and seize the opportunity in the ever-changing and fiercely competitive market.

　　Bing Wang is conducting sniper training. Photo by Ma Liang

　　If you open a column (after winning 90 prizes)

　　Some people say that the post-90 s generation is a rebellious generation, while others say that the post-90 s generation is an over-ego generation. Countless facts from military camps have proved that the post-90s soldiers show more bright spots, and many precious qualities belonging to this era shine on them.

　　A generation has the characteristics of a generation, and a generation has the elegance of a generation. We should provide a broader space for post-90s soldiers to display their talents, give them a diversified lifestyle and be more tolerant, cheer for their running and applaud their achievements. Perhaps, give the post-90s a sincere encouragement today, and they will give us a brand-new world tomorrow.

　　From now on, this newspaper will open a column entitled "Brilliant Post-90s" to introduce a group of post-90s soldiers with vivid stories and touching deeds to readers. Please pay attention.

　　100 meters away, how to find a 5 mm thick wire? For ordinary people, it is like looking for a needle in a haystack. Coupled with a breeze of 5 meters per second, the wires hidden between the treetops swing slightly, making it difficult to find them.

　　But in the eyes of snipers, this is a deviation that must be accurately corrected, and the thin line that almost coincides with the scale line in the sight is the target of the first hit.

　　In the "Golden Eagle -2016" international special sniper competition held in June this year, only one soldier from China completed such an extreme challenge: it took 17 seconds, one bullet hit a wire 100 meters away and 5 mm thick, and won the first place in the course with absolute advantage.

　　This China soldier is Bing Wang, the post-90s platoon leader of a special brigade of the 26th Army. In the seven years since he joined the army, he has won the first class merit once and the third class merit three times. Comrades say that in Bing Wang’s sight, the goal is always "the first".

　　Less than 10 months after joining the army, Bing Wang set a record: he participated in the competition of former jinan military area command scouts as a private. At first, comrades-in-arms thought it was a fable: special scouts have a wide range of training courses, including dozens of contents such as confrontation shooting, downhill, fighting and diving. Can recruits do it? But Bing Wang didn’t believe in evil: "I just want to be the first one!"

　　From "thinking" to "getting", the key is to "do it". In the training of prone shooting in cold areas, others can’t stand for 30 minutes, and he insists on not getting up for one hour; In the 400-meter obstacle, he took all the links apart and practiced. Every obstacle had to be practiced for nearly a hundred times in a row, just to improve by a few tenths of a second. In the end, Bing Wang got his wish to participate in the tournament, won the first place in the total score with his comrades, and turned the "impossible" into reality with actions.

　　Towards the "first" goal, Bing Wang’s military road is getting brighter and brighter: the gold medal of the special forces of the whole army, the 2-star diving badge, the 5-star parachute badge and the 6-star sniper badge. "These special skills badges are gradually upgraded from 1 star to 5 stars, and 6 stars represent the highest honor." Bing Wang said that every star on his chest was earned by his "desperate efforts".

　　In 2011, Bing Wang participated in the "Sharp Blade -2011" joint training of Indonesian special forces. For the first time, the joint training team tried the high-risk course of 400-meter base jump. When Bing Wang jumped out of the engine room, the ground observation found that someone else was an umbrella flower, but he was a black spot, falling rapidly in the air.

　　"The main umbrella is not open properly, and the umbrella rope is around the top!" At the place, everyone’s heart was in the throats: 400 meters fell at a height, and the whole journey took only about 9 seconds, leaving only two or three seconds for the parachutists to dispose of, which is equivalent to giving half a life to death.

　　200 meters, 150 meters … … At the critical moment, Bing Wang pulled open the pull ring of the backup umbrella hand and landed safely after 8 seconds. When the head of the Indonesian military learned that Bing Wang was a post-90 s, he repeatedly praised: "So young, you can be so calm and amazing!"

　　Such a life-and-death test, Bing Wang and his comrades have experienced too much. In the eyes of his comrade-in-arms, Asimu Xia, Wang Bing can create miracles again and again, not only because of his firm belief and tenacious will, but also because he is good at summing up and thinking.

　　"Bing Wang had little contact with the high-precision sniper rifle used in this sniper competition. At first I was his teacher, but it didn’t take long for him to teach me in turn." Asimu Xia told reporters that Bing Wang was a substitute at the beginning. In order to find out the weapon’s "temper" as soon as possible, he had a pen in his pocket during daytime training and recorded the shooting parameters on the back of his hand after each bullet. Everyone else had a rest at night, and he was still sorting out the data during the day.

　　"The plateau air pressure is low, and the resistance of warhead flight is small, so the aiming point should be revised downward accordingly." Open Bing Wang’s notebook, full of all kinds of data and pictures: daily weather, distribution of impact points and experience, performance parameters and weak parts of various sniper rifles … … He took four such notes and marked thousands of impact data.

　　This research drive has made Wang Bing more and more outstanding. On the field, he knows thousands of parameters clearly, and he can judge the wind direction and speed in a few seconds, visually observe the distance and high and low angles, and get the correction value. Compared with the measuring instrument, the error is close to zero.

　　After returning from the stadium, Bing Wang was not idle. He played back the video of the game several times, carefully analyzed the impact point data of himself and his opponent, and summarized and combed out more than 30 practical experiences around the aspects of accurate weapon calibration, battlefield improvisation, rapid wind repair and ranging.

　　"I am aiming at the next time." Talking about the future, Bing Wang’s face is full of youthful confidence.