The closer the Chinese New Year is, the fiercer the competition in the snack market will be. According to the data of China National Business Information Center, the demand for Spring Festival is the most important part of the annual consumption of the snack industry. In the high-end snack market of Tmall platform in 2022, the sales in January and February accounted for nearly a quarter of the annual sales, and the proportion was on the rise. Therefore, it is particularly important for snack brands to find their own communication strategies to help them play the "first battle" of the New Year in the CNY marketing, which is full of smoke and a competitive strategy.

　　In this year’s Spring Festival marketing, Brand Planet pays attention to the good shop of the leisure snack giant, which has taken the lead in taking action. It focuses on the word "fu", and sends new year greetings to consumers around the traditional meaning and contemporary and localized interpretation of "fu".

　　Talking about giving gifts on holidays

　　In the process of buying new year’s goods, "giving gifts" is a big scene that can’t be ignored. According to CBNData survey data, more than 60% of consumers will buy leisure snack gift boxes as gifts during the Spring Festival. As far as categories are concerned, consumers generally choose nuts and dried fruits. The "China Series Report on New Year’s Goods" released by JD.COM Supermarket also shows that nuts have the highest voice in the discussion of new year’s goods by netizens.

　　With the theme of "giving gifts at holidays and giving good products" as the communication theme of the New Year Festival, Liangpin Shop launched a joint nut gift box with Wutai Mountain. By strongly binding the high-frequency scene of "holiday gifts" and promoting nut gift boxes, good shops have strengthened consumers’ brand memory when buying new year gifts.

　　Behind the "giving gifts for holidays" is the accurate insight of good shops into the current consumer gift-giving needs; And "good products are blessed" is to advocate the gift box as a medium of blessing and start a "blessing" transmission.

　　Contemporary Expression of Traditional "Fu" Culture

　　In fact, when it comes to Chinese New Year, the images that appear in our minds are generally similar: children who are away from home all the year round are carrying big bags and small bags for Chinese New Year, parents are running in the kitchen and dining room, and children are excited to post the word "Fu" and Spring Festival couplets with the help of their parents. Those upside-down "blessings" stuck on glass windows and doors contain a good wish of "happiness has arrived." In our traditional culture, "Fu" often represents blessing and happiness.

　　The joint cooperation between Liangpin Shop and Wutai Mountain is based on the traditional meaning of "Fu" culture. Wutai Mountain ranks first among the four famous Buddhist mountains in China. It is a well-known holy place for praying, and it is also called "China’s first auspicious longevity", which is in line with the demand of good shops to deliver good wishes in the New Year. It is reported that this cooperation is also the first joint cooperation of Wutai Mountain.

　　In recent years, young people’s enthusiasm for "burning incense and praying for blessings" has often caused heated discussion on the Internet. Face work and studyhabitWith the enormous pressure and great uncertainty of life, the younger generation urgently needs to seek some spiritual sustenance. More and more people choose to buy "good luck" bracelets, study koi fish makeup, or queue up for fortune and marriage, all just to have a "good omen", and this psychological need will become particularly prominent at the end of the year and the beginning of the year. The cooperation between Liangpin Shop and Wutai Mountain is also a deep insight into this point. Therefore, the New Year Nut Gift Box is not only launched around "It is blessed to give good products as gifts during holidays", but also specially customized Wutai Mountain co-branded glass bracelets and a series of blessing packages, which will send people’s wishes to Wutai Mountain and pass on the blessings of Wutai Mountain to consumers, creating a more multidimensional and complete cultural experience of "blessing".

　　"Little Red Book 2024CNY Industry Trend Report" lists "being lucky" as a major industry trend during the Spring Festival, and points out that on the one hand, young people want to seek more powerful and straightforward "protection", on the other hand, they are actively adjusting their mentality. Topics popular on social media platforms, such as "choosing incense between going to work and making progress" and "electronic wooden fish", have gradually become a new expression of blessing culture. Faced with the "blessing" marketing of good shops, many consumers have also begun to play tricks to show that they are in line with their current mental state. In other words, although the core of the "Fu" culture in the new era remains the same, some new changes have taken place in its forms of expression.

　　This may also be why although the main focus of the boutique shop is seemingly traditional "Fu", it incorporates many popular elements, especially in the specific gameplay, which conforms to the current content trend and makes a modern and youthful interpretation on the basis of traditional culture in view of the pain points of the target consumer groups.

　　The popular expression of "Fu" accumulates emotional value.

　　TVC, the brand of New Year Festival launched by Liangpin Store, was interpreted by its brand ambassador Yu Shi. Like all the people who work hard outside, Yu Shi plays a young man who "takes his blessings home" during the Chinese New Year, but for his family, his children are actually "blessed to go home". This short film, full of youthful flavor, evokes emotional resonance by arousing the common wish of young people to go home and reunite. The printed version of "Good products are blessed with all kinds of happiness" not only enriches the theme connotation of the New Year Festival of good products shops, but also provides a clue for the fan marketing of good products shops around fitness.

　　The explosion of "Feng Shen" in 2023 made the public know Yu Shi, the actor of Ji Fa in the film. Teacher Liu Tianchi once praised Yu Shi: "He is very happy in everything he does, so that people with personality can endure such a long period of uncertainty, not floating or impetuous, and constantly enrich themselves in the waiting days, as well as the superhuman endurance and perseverance of athletes, which is really beyond people’s reach. This may also be valued by good shops. It has a constant pursuit of professional ability and a simple and happy personality, just like the brand’s pursuit of product quality and the happiness conveyed by snacks.

　　At the end of 2023, Liangpin Store officially declared Yushi as a brand ambassador, and launched a series of topic interactions aimed at Yushi’s personality characteristics and fans’ preferences. For example, in the preheating stage, Weibo’s topic # Diary of a Good Girl Raising Fish # has quietly laid the groundwork by daily social interaction, which has aroused speculation and concern among fans. Another example is the launch of Yushi co-branded gift box and offline boutique Yushi theme store, which broke the boundary of the "pet powder" channel and created a more immersive scene interactive experience for the fans. Fans have placed orders to support and realize the mutual transformation between star fans and brand fans. On the interactive data level, brand ambassador Yu Shi’s related topics exceeded 230 million, with a total interactive volume of 2.7 million+.The high enthusiasm of fans and the close attention of pan-consumer groups also made him get two natural hot searches on the whole network.

　　From a more holistic perspective, the daily life in the training camp for deities, such as horse riding, archery and boxing, which appeared in the preheating video, has been fully reflected in the TVC of the New Year Festival. We can regard the official announcement as a part of the marketing of "Fu" in the New Year Festival of good shops, and the brand ambassador Yu Shi’s "Pet Powder" behavior has also deepened the interaction between brands and consumers. It can be seen that this official announcement jumped out of the traditional rude idea of harvesting fan traffic, but chose to cut in from the perspective of truly touching content, and establish emotional connection and identity with fan groups, so as to accumulate brand user group assets. Compared with a single product consumption, emotional connection can bring longer-term value to the brand.

　　The localized extension of "happiness" gathers the fireworks of life.

　　If the casual fan marketing and social interaction close to the current hot spots are the youthful and popular extension of the "Fu" culture, then the spread of good shops in different cities and markets in this New Year Festival is a very local expression of fireworks according to the characteristics of different cities and markets.

　　For example, in Jiangcheng Wuhan, the brand teamed up with Hubei Provincial Museum and Wuhan Metro Group to put on the Year of the Loong’s new clothes for Light Rail Line 1, and built the "Dragon Hoop" subway train. According to media reports, this is the first "Dragon Subway" in China. Its body is like a red Wolong, and the carriages are decorated with related totems and patterns from 21 cultural relics related to dragons in Chu culture. This "Fulong" will also tour Wuhan landmarks such as Jianghan Pass, Longwang Temple, Yellow Crane Tower, Guishan TV Tower, etc., and join hands with hungry riders, Wuhan traffic police, subway NPC and other people in different roles to dance dragons and send blessings to people from all walks of life.

　　For another example, in Chengdu, based on the trendy nature of the city and the citywalk, which has been on fire in recent years, a good shop has created a city "blessed citywalk", and four "little tomato brothers" have distributed blessings in four streets: Fuzi Street, Fuxing Street, Wangfu Street and Fude Street. It is worth mentioning that a group of shooting tidbits of brand ambassador Yu Shi wearing a red suit was previously called "Xihongshi" by fans. Here, the image of tomatoes continues to be used, which is actually a mutual echo. In addition, around the tea-drinking culture in Chengdu during the Spring Festival, Liangpin Shop and Chenjin Tea Shop combined the "Fu" culture with tea culture to create the exclusive Hongfu teahouse.

　　From Wuhan’s river heritage to Chengdu’s trendy culture and tea drinking.habitPopular, in the specific urban marketing, good shops link "Fu" with the urban spirit by tapping local genes, so as to create a brand communication mode adapted to local conditions. "Little Red Book 2024CNY Industry Trend Report" interprets the social psychology of "collective healing and local identity", and points out that people are very much looking forward to experiencing a broader sense of belonging and more endless energy from the roots of local culture in 2024. This is also done by good shops. Starting from the characteristics of the city and local culture, the "Fu" culture gathers the local fireworks in the localized interpretation, and at the same time establishes the public’s emotional identity and value attribution to the brand.

　　Looking back, the marketing of the New Year Festival often pays attention to an atmosphere of "New Year", and the fireworks of life are the embodiment of this atmosphere. Among the offline stores of Liangpin Shop, the combination of Yushi endorsement, Wutaishan joint name, and Spring Festival New Year’s goods has greatly increased this prosperous Chinese New Year atmosphere, which has attracted many users to punch in and share socially, bringing more word-of-mouth communication. According to the brand, on the first weekend after Laba, consumers can also receive 10,000 Wutaishan co-branded blessing strings for free in 10 new year Wutaishan theme stores in Chengdu and Wuhan.

　　Product confidence of high-quality nut gift box

　　When we disassemble the "good products are blessed", "blessed" is a multi-dimensional interpretation of the "blessing" culture and represents the emotional value provided by the brand to consumers, then "good products" point to the carrier of this feeling, that is, the product itself. The investment in products is also the more essential pursuit of the brand, even in the brand name of the good shop-the quality of conscience, everyone’s shop.

　　Take the purple cashew nuts in the "Good Products Blessed" nut gift box, the original cashew nuts have higher quality requirements because they can’t cover up the defects by seasoning, but this kind of cashew nuts without any seasoning is still highly praised in the in-depth evaluation of Consumer Reports. According to the brand introduction, its raw materials are produced in Pingfu Province, which is known as "the cashew capital of Vietnam", and A180-type branches and large fruits are carefully selected. After five processes of screening, the raw materials are full and mellow, and after picking, they will be sent directly to the production workshop for processing, ensuring the fresh taste of nuts.

　　According to the report of Tiger Sniff, when selecting walnut kernels, good shops need to have one half of them intact, and the brown skin on the outside of walnuts can’t even fall off. In the procurement of nuts, good shops also require suppliers to purchase raw materials with specified specifications.

　　Snacks are the carrier of "happiness"

　　From the opening of the first offline store in 2006, it has become a "giant" in the snack industry with an annual sales of 10 billion yuan. The good shop has gone through 17 years. Its brand film "Today’s Happiness is given by Snacks", which was launched on the 17th anniversary, emphasized the "happiness" brought by good shops through scene-based content creativity.

　　As a carrier, snacks have both product and emotional values, just like the "quality of conscience, everyone’s shop" mentioned earlier, the former corresponds to high-quality product value, while the latter’s "shop" has its own intimacy and fireworks flavor, which corresponds to the emotional value of making consumers feel relaxed and happy. This may also be a deeper insight behind the marketing of "Fu" in a good shop: the emotional demand of a new generation of young consumers for products is rising, and they will not only care about the functional value of products, but also pay for the additional emotional value. Therefore, how to achieve deep emotional communication with consumers has become the focus of brand attention.

　　In numerous CNY marketing, good shops have caught the taste buds and hearts of users at the same time, providing high-quality experience on the tip of the tongue at the product level, and realizing heart-to-heart communication at the emotional level with content that is really close to users and hits the public’s emotional points. According to the brand, the "Fu" marketing launched by Liangpin Shop around # Gifts for Festivals, with the whole network exposure exceeding 2.55 billion, continues to release its influence.

　　With the marketing of Liangpin Store this New Year’s Day, we can also see two things that this snack "giant" brand has been doing: one is to manage the product experience of users, and the other is to communicate with users emotionally, both of which originate from the internal needs of the target population and provide a steady stream of kinetic energy for the long-term sustainable development of the brand.Brandstar

　　Author: beans

　　Editor: Wei Feng

　　(Source: News Express)

Recently, the photo of 36-year-old Ashton Chen shopping with his wife and daughter once again triggered a hot discussion among netizens. This Shaolin-born star was loved for his lovely image and excellent martial arts since he was a child, especially a classic film "shaolin popey" which made him a childhood idol in the mind of the post-80s generation. However, with the passage of time, Ashton Chen gradually faded out of the screen and chose another life path. His lifestyle and family situation have also become the focus of public attention.

When Ashton Chen was a child, he won the audience’s love with his naive image and superb martial arts. He began to learn Shaolin Kung Fu as early as two years old and became famous at the age of six. From "shaolin popey" to "Young Bao Qingtian", his acting career can be said to shine in the entertainment circle in China. Since he chose to quit the film and television circle in 2018 and devoted himself to commercial activities, Ashton Chen has not only established a martial arts school, but also set up a film and television company, invested in cinemas and became a successful businessman. Today, his net worth has already exceeded 100 million, and such achievements are amazing.

Despite her remarkable success in her career, Ashton Chen’s love life is relatively low-key. His emotional experience is not complicated. He once had a brief love affair with singer He Jie and actor Wang Ruoyi. With little knowledge of his personal life, Ashton Chen’s marriage and family also aroused a lot of curiosity. With the recent exposure of photos of him traveling with his wife and daughter, it suddenly dawned on everyone that this hero who was always the little boy in his heart is now the father of a happy family.

According to recent reports, Ashton Chen’s wife has a similar posture and temperament to the star Angelababy, and she is hot and young. Although she always keeps a low profile in public and rarely exposes her true face, she still attracts the attention of many netizens. Ashton Chen and his wife and daughter enjoy ordinary and happy family time, and the harmonious atmosphere of a family of three is desirable.

When Ashton Chen walked into the mall with his family, the heated discussion and expectant eyes around him grew stronger and stronger. Many netizens commented that they were surprised and curious about when he got married, and the "little boy" who was still playing in the past has now become the pillar of the family. People not only pay attention to his married life, but also appreciate his choice of low-key life. The change of the owner’s identity seems to be particularly important in Ashton Chen’s choice, and the attitude of netizens towards his driving a luxury car has also caused a lot of discussion.

In the entertainment circle, many stars have attracted much attention because of their glamorous lives. However, Ashton Chen, with his down-to-earth and low-key life choices, shows a more real life outlook. He told everyone with practical actions that besides fame and fortune, the sense of accomplishment and happiness of family and career can enrich a person’s life.

Such a Ashton Chen has not only become a childhood memory of many people, but also a successful model and a symbol of happiness worthy of the attention of young people today. Perhaps each of us can get inspiration from his story: cherishing the people and life around us is the real source of success and happiness in the pursuit of dreams. If you want to know more about Ashton Chen and his life, you are welcome to discuss and share. At the same time, with the rapid development of science and technology, you can also use some AI tools to help you get information and creative inspiration more conveniently.

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Editor in charge:

　　At about 10: 30 a.m. the day before yesterday, a case occurred in Xiabian Community, Chang ‘an Town, Dongguan, in which three robbers robbed a bank working car with guns.

　　Three robbers drove a car and followed a work van of Dongguan Changan Branch of Agricultural Bank of China. When traveling to Xiabian Community Park Road, Qilong Road, Chang ‘an Town, three robbers stopped the bank’s work car by car, snatched two bags of bank business summons, money orders and bank employees’ cash of more than 600 yuan from the car with guns, and drove away. Fortunately, two bank employees were not injured. After the incident, Chang ‘an police sent a large number of policemen to investigate, and the case is under further investigation.

　　At noon the day before yesterday, the Xiabian Community Park section of Qilong Road in Chang ‘an Town, Dongguan was blocked by the police. There is a white van parked in the middle of the road of Qilong Road. There is no bank cash truck logo on the car body. The driver’s seat and the window glass behind the driver’s seat of the van are broken, and a large number of car glass fragments are scattered on the road. Many policemen investigate and collect evidence on the spot.

　　An eyewitness said that he happened to pass by this section at the time of the incident, and suddenly there was a sudden braking sound in the middle of the road. He looked up and saw a silver car parked in front of the front of a van. Soon three men rushed down from the car and surrounded the van. One of the men smashed the window glass of the driver’s seat of the van with a hammer and pointed a suspected gun at the driver. Another man held the man in the passenger seat, and then the third man smashed the window glass of the driver’s seat with a hammer. After taking out two bags from the car, the three men quickly fled by car.

　　"I didn’t hear the gunshots, but a gray-white car stopped in front of the van and several people rushed down to rob it." The boss who opened a shop near the scene witnessed this hot scene that can only be seen in film and television dramas. According to him, the three men first smashed the window of the van, then took out two large military green bags from the back seat and ran away. Subsequently, two men got off the van and they immediately alerted the police. A large number of policemen and security team members rushed to the scene to investigate and collect evidence, and the two people in the car were then taken to Chang ‘an Public Security Bureau to assist in the investigation.

　　[Bank]: It’s not cash that is robbed, but business summons and draft.

　　The day before yesterday, Mo Zhendong, director of the office of Dongguan Branch of Agricultural Bank of China, was interviewed by a reporter. He confirmed the witness’s story.

　　He introduced that at that time, the robbers aimed at Mo Mou and Mo Moumou, employees of the bank, shouting robbery and warning them not to move. However, he stressed that what the robbers robbed was not cash, but two bags of business summons of the bank.

　　He said that Chang ‘an Sub-branch sends staff to the following outlets every day to collect summonses. On that day, a driver and an employee of Chang ‘an Sub-branch are sent, mainly collecting about 1,200-1,300 summonses on Saturday and Sunday. This is an ordinary business summons, which has nothing to do with cash and has no impact on banking business. "600 yuan’s cash on an employee was robbed, and neither of them was injured. It is estimated that the other party thought there was a lot of cash in the bag."

　　Mo Zhendong said that after the incident, the bank had organized personnel to look for the trash can at the incident site, "because these things are useless to robbers." He said that the bank also organized personnel to go to the sanitation department to contact the cleaning staff. Later, it will also search for the lost summons through the media and give some cash rewards to those who find it.

　　"Two of the three gangsters were armed with guns and one was armed with a hammer. Fortunately, the employees were relatively calm, so there was no danger, no casualties were caused, and the bank did not suffer losses." Mo Zhendong said that after the incident, two employees recorded the license plate number of the robbers and called the police. "The lost documents involve nearly a thousand customers, and we hope to get them back as soon as possible."

　　[Police]: Snatched two packages of bank drafts and 600 yuan cash.

　　The reporter’s on-site investigation found that the location of the incident happened to be a road intersection, and the road traffic was very convenient.

　　The afternoon before yesterday, Chang ‘an Town Public Security Bureau informed the media about the case. At 10: 40 am on March 16, Chang ‘an Public Security Bureau received a phone call from Mo Moumou, saying that he and his colleague Mo Mou drove two bags containing subpoenas and money orders to the Chang ‘an Business Department of the bank and were stopped and robbed when they went to Shabian Community Park Road, Qilong Road, Chang ‘an Town.

　　Two of the men controlled Mo Moumou and Mo Mou with weapons, and those who controlled Mo Mou robbed him of 600 yuan cash.

　　It is understood that the subpoenas and bills of exchange snatched by criminal suspects cannot be exchanged. According to preliminary investigation, three suspects may think that the Jinbei van is a bank withdrawal customer. At present, the public security organs in Chang ‘an have set up checkpoints on major traffic routes and stepped up patrols to fully pursue the suspects. At present, the case is still under investigation.

　　Is it a real gun?

　　Zhu Wei, director of the office of Chang ‘an Town Public Security Bureau, told me that according to the transcripts of two bank parties, two of the three gangsters were armed with guns, about 10 cm long. "Whether the real gun is still uncertain. Because the gangster did not shoot at the scene. "

　　Is there any money in it?

　　Zhu Wei also told me that all three gangsters spoke Cantonese and didn’t wear masks or gloves. The reason for this may be that these gangsters didn’t know that the car was the bank’s work car, and they thought that Momo proposed from the bank that the two heavy bags were filled with cash, but they didn’t expect that the bags were full of bank bills and had no money.

　　Will it leak?

　　Mo Zhendong said that although these business subpoenas have the names and account numbers of customers, the gangsters do not have the passwords of customers, so the bank information of these customers is safe.

　　According to Guangzhou Daily

Editor: Zhang Renhe

[car home] A few days ago, we obtained a set of test spy photos of BYD’s brand-new SUV from relevant channels. Judging from the details, it is speculated that the car belongs to the Ocean Network series. According to the series of naming rules, the car will be named Sea Lion 06 EV in the future.

Looking at spy photos, its front face is still in the state of trial loading, but judging from the outline of the light group, it is expected that it will adopt the "U" headlight design, similar to the Sea Lion 07 EV. In addition, we can also see that it will be equipped with a semi-hidden door handle design on the side of the car body.

The rear shape of the vehicle is more similar to that of the Sea Lion 05 DM-i, although it is covered with adhesive tape, but it is speculated that it will still adopt the through taillight design in a high probability.

In the interior part, the overall layout of the car continues the family-style design style of BYD Ocean Network, equipped with a combination of four-spoke steering wheel, LCD instrument and suspended central control panel. The central island platform adopts a layered structure, and it will still adopt the shape of electronic blocking handle. For more information about the new car, we will continue to pay attention to the report. (Text/car home Guo Chen)

When talking about a car model, the first thing you should talk about is its line drawing. In terms of line drawing, the Mercedes-Benz family-style off-road style is adopted, and the chrome-plated air intake grille is very three-dimensional. The unique headlights on both sides are shaped, and the internal light groups are patchy and bright. The profile of the car body is still the unique streamlined car body of Mercedes-Benz, and the enchanting figure is even more vividly displayed! In addition, it makes its sports atmosphere more intense. At the same time, the reasonable proportion of luggage compartment cover and enclosure also gives the tail shape too much visual center of gravity, and the design of taillights is also interesting, which shows great personality after lighting.

In the interior style, Mercedes-Benz GLA emphasizes luxury and brilliance. The steering wheel in the car is wrapped with leather material, which is very comfortable in texture and touch. The central control area is made of plastic, leather and metal, and the materials and workmanship look quite satisfactory. The 8.0-inch suspended large screen has simple screen design but complete functions. The front row is also equipped with a manual air conditioning control system, which can freely debug the most comfortable space atmosphere. Leather seats give passengers just the right support and soft and comfortable touch.

The length, width and height are 4446×1849×1625mm respectively, and the wheelbase has reached 2729mm. In the same class, the wheelbase of Mercedes-Benz GLA ranks 45th. The skylight of Mercedes-Benz Glaglagla 220 4 MATIC provides a wider view, which can create a better visual environment and good sensitivity for the rear passengers and increase the light entrance for the whole vehicle. Among the models of the same price and class, the trunk volume of Mercedes-Benz GLA ranks 34th. Spatial performance is limited by vehicle positioning, and the performance is acceptable, and the flatness is no problem, but the total space is average.

Mercedes-Benz GLA is equipped with a combination of 2.0 turbocharged engine (direct injection) and wet dual clutch (DCT). It will definitely bring unforgettable control charm. Mercedes-Benz GLA’s official measured zero acceleration score is 8.1S, ranking 53rd among 250,000-400,000 SUV models.

The active/passive safety configuration of Mercedes-Benz GLA is complete, includingAutomatic parking、Zero tire pressure endurance tire、Automatic parking、Steep slope descent、hill start assist control、knee airbag、HUD head-up display、Anti-lock braking (ABS)、Braking force distribution (EBD/CBC, etc.)、Brake assist (EBA/BAS, etc.)、Traction control (ASR/TCS, etc.)、Active noise reduction、Engine start and stop、Side safety air curtain、Wireless charging of mobile phone、night vision system、LED daytime running lights、Forward reversing radar、Tire pressure monitoring、Steering wheel heating、Body stability control (ESP/DSC, etc.)、Rear reversing radar、Fatigue reminder、Remote parking、Child seat interface、Lane keeping (LKAS)Equal configuration.

Among them,Automatic parkingYou can avoid stepping on the brakes for a long time or needing to pull frequently;Steep slope descentCan safely pass through steep slope road conditions at low speed;knee airbagReduce the injury of the car interior to the occupant’s knees in the secondary collision.

In order to get a more comprehensive and objective understanding of Mercedes-Benz GLA, you can go to the Easy Car Mercedes-Benz GLA Forum and browse the messages of users who have purchased the car in history.

　　After 1.1 billion yuan of "advertising door",There is also a big alarm.

　　BYD has always been regarded by many people as the leader of domestic new energy vehicles and the spokesperson of domestic independent brands. In just five years after listing, the operating income reached 100 billion yuan. However, with the release of the 2017 annual report and the first quarter report of 2018, it shows that BYD’s operating conditions are not optimistic. This paper discusses and analyzes BYD’s operating conditions from the financial point of view.

　　Affected by the decline in subsidies for new energy vehicles, BYD’s net profit in 2017 fell by 19.5% year-on-year, and its net profit in the first quarter of 2018 plummeted by 83.1% year-on-year. And in a quarterly report, it is estimated that the net profit attributable to shareholders of listed companies will drop by 82.59% to 70.98% from January to June this year.

　　The 1.1 billion "advertising door" incident in July this year pushed BYD to the forefront of public opinion. Some critics outside believe that such an incident has exposed some problems in BYD’s management. Will management problems have an impact on the company’s business? We can observe its real operating ability and financial situation by analyzing its financial statements.

　　The difficulty of profitability and growth ability

　　Table 1 BYD’s gross profit margin in 2015-2018

　　Table 2 BYD’s net interest rate in each period from 2015 to 2018

　　As can be seen from the chart comparison, although BYD’s gross profit margin has declined slightly in recent years, it is still relatively stable, but the net profit rate has generally declined since 2017, reaching 1.07% in the first quarter of 2018, down 71.16% year-on-year. At the same time, according to the 2017 annual report, although BYD’s operating income increased by 2.36% year-on-year, its net profit returned to its mother decreased by -19.51% year-on-year, and its non-net profit decreased by 35%. Then we will horizontally analyze the results of BYD’s main business income and gross profit margin in 2017 compared with the same industry to determine the reasons for the decrease in profits. BYD’s main business is mobile phone parts and assembly, automobiles and related products, rechargeable batteries and photovoltaics. We take Foxconn, Beiqi New Energy,For comparison.

　　Table 3 Comparison of gross profit margin and changes of BYD’s main businesses with the same industry in 2017

　　It can be concluded that the yield of BYD’s mobile phone sector and assembly industry is good, but the yield of automobile industry and battery and photovoltaic industry is worrying.

　　On the whole, there are four reasons.

　　First, the state subsidies for new energy vehicles have fallen sharply. In 2017, the subsidies for new energy vehicles fell by about 20%, which directly led to the decline of the company’s performance. If the new energy policy continues, this unfavorable factor will continue.

　　Second, industry competition has intensified. I am in 2017The total sales volume of automobiles in the whole year was 777,000, and all major automobile companies showed strong interest in the field of new energy vehicles, such as established BAIC, GAC and SAIC, and emerging Weilai and Tucki, which doubled the pressure on BYD. And in 2018, joint venture brands also began to enter the market, and BYD will face more intense competition.

　　Thirdly, BYD’s power battery industry is under great technical pressure. At the same time, it has been suppressed by Contemporary Amperex Technology Co., Limited, and its battery sales have been surpassed.

　　Fourth, considering the cost, the prices of the four core raw materials for manufacturing batteries have risen steadily, which has greatly reduced BYD’s battery profits. It is predicted that if these four problems can’t be solved in time or enterprises can’t find another way in the future, BYD’s profitability and growth ability will continue to decline.

　　Table 4 Sales volume of domestic mainstream independent brand new energy vehicles in 2017

　　Pressure of debt repayment

　　Table 5 BYD in 2015-2017,、Solvency index

　　Comparing BYD with two companies in the same industry, it is found that BYD’s solvency is significantly lower than that of the other two companies, which deserves our attention. In particular, the quick ratio and cash ratio are far lower than those in the same industry, which shows that there are risks in the short-term solvency of enterprises, and cash and cash equivalents are difficult to repay the current liabilities borne by enterprises. At the same time, it also proves that BYD’s accounts receivable and inventory are relatively high in the same industry. Then let’s analyze the status of BYD’s inventory, accounts receivable and prepayments.

　　Table 6 Changes of BYD’s inventory, accounts receivable and prepayments in 2015-2017

　　BYD’s accounts receivable increased by 24.20%, prepayments increased by 312.24%, and inventory increased by 14.32%, which was amazing. These data potentially show that BYD does not hesitate to sell on credit in order to expand the market and improve its competitiveness. At the same time, its bargaining power has begun to weaken in the face of suppliers. Excessive inventory also affects the turnover efficiency of enterprises and increases the occupation of funds. All these situations are warning the increasing financial pressure of enterprises.

　　Operational capacity that needs to be improved urgently

　　Table 7 Operating Capacity Indicators of BYD, Changan Automobile and Yutong Bus in 2015-2017

　　The data shows that BYD is also under pressure compared with its peers in terms of operational capacity. Compared with the industry, BYD’s inventory turnover days, total assets turnover rate and average collection period are weak. In 2017, average collection period is even 21 times that of Changan Automobile, while the inventory turnover days are about 4 times that of Yutong Bus, which reflects the poor liquidity of enterprises and highlights the urgent need for improvement in their current assets management.

　　The core reason why the 1.1 billion "advertising door" incident has had such a great impact on BYD is that once this incident is settled, BYD needs to bear part of the responsibility, which is undoubtedly unbearable for investors. After all, BYD’s net profit in the first quarter of this year was only 102 million yuan.

　　No matter from the "advertising door" incident or the above analysis of BYD’s operation from the financial indicators, they all sounded the alarm for BYD’s management. As a leader in energy vehicles, it needs perfect corporate governance, and more importantly, it needs excellent results to repay investors. Otherwise, investors will vote with their feet.

[Global Network Technology Comprehensive Report] On May 15th, at the new product launch conference of Huawei in summer, Yu Chengdong, managing director of Huawei and chairman of terminal BG, announced that 180 devices would be upgraded to the latest HarmonyOS 4.2 operating system. This upgrade covers many popular models such as Huawei Mate 60 series, Mate X5 series, Pocket 2 and nova 12 series, which indicates Huawei’s continuous progress in the field of smart device operating systems.

It is reported that more than 800 million devices have been equipped with the HarmonyOS system. The newly released HarmonyOS 4.2 version will bring users a more colorful, intelligent and convenient experience. As the first equipment equipped with new system, Huawei Pura 70 series will enjoy many new features brought by system upgrade.

HarmonyOS 4.2 introduces five sets of interactive themes, including geometric stickers, geometric parties, interesting scenes, mood stickers and mood parties. These themes not only support finger-click interaction, but also can move according to the change of users’ gaze angle, which greatly enriches users’ personalized expression.

In terms of intelligence, HarmonyOS 4.2 brings AI elimination and AI cloud enhancement functions to Huawei Pura 70 series based on AI big model technology, which can automatically optimize photo quality, eliminate unnecessary background elements and enhance image details through cloud processing. In addition, the brand-new smart assistant Xiaoyi has also been upgraded, with stronger natural language understanding and dialect recognition functions, and can also provide a variety of practical functions such as beauty consultant and document processing.

In terms of performance and safety, HarmonyOS 4.2 improves the chirality of the system through the Ark engine, making the operation smoother. At the same time, the new system also strengthened the equipment search function, supported the floor level positioning, and added the application to obtain the equipment direction permission setting, which effectively curbed unnecessary interference such as opening the screen and shaking the advertisement.

It is worth mentioning that Huawei Pura 70 Pro, Pura 70 Pro+, Pura 70 Ultra and other high-end models also support Beidou satellite image message sending, which greatly improves the information transmission efficiency. In terms of battery life and charging, Huawei Pura 70 Ultra supports wired super fast charging up to 100W and wireless super fast charging technology of 80W, which significantly reduces the charging waiting time.

The comprehensive upgrade of Huawei Pura 70 series, combined with the strong hardware foundation and the blessing of HarmonyOS 4.2, will undoubtedly provide users with a better smart device experience. Huawei’s continuous innovation in intelligence, fluency and security is promoting the continuous progress of the smart device industry.

According to CCTV news, on the morning of July 12th, a company named "Fujian Zhuoyue New Energy" in xinluo district, Longyan, Fujian caught fire and smoke billowed from the scene. At present, Longyan local fire brigade Wu and forest fire brigade rushed to the scene for disposal.

According to the introduction of the fire rescue departments in Fujian Province and Longyan City, the fire broke out in the tank farm of Zhuoyue Company’s workshop, with three tanks, mainly storing waste oil, vegetable oil and biodiesel, and there were several large and small tanks around. After preliminary investigation, as of 14: 00, the fire caused two employees in the factory to disappear and two were injured, one of whom was seriously injured.

(Source: CCTV News)

It is reported that Fujian Zhuoyue New Energy was listed in science and technology innovation board on November 21, 2019, and its stock name is Zhuoyue New Energy, which is called "the first share of biodiesel in science and technology innovation board".

According to the data of official website, Longyan Zhuoyue New Energy Co., Ltd. was established in 2001, which is an enterprise specializing in the R&D, production and sales of biodiesel and derivative industrial glycerin by using waste oils such as waste cooking oil and acidified oil.

The 2019 annual report shows that Zhuoyue Xinneng’s total revenue in 2019 reached 1.295 billion yuan, a year-on-year increase of 27.22%; The net profit attributable to shareholders of listed companies was 216 million yuan, a year-on-year increase of 61.25%. According to the company’s relevant research report released by Essence Securities, Zhuoyue Xinneng has a complete industrial chain of biodiesel, and its export volume ranks first in the national industry for many years. In 2019, biodiesel exports reached 187,800 tons, up 23.0% year-on-year, mainly exported to the European Union.

As of July 12, the total market value of Zhuoyue Xinneng was about 6.984 billion yuan, and its share price was 58.2 yuan/share.

　　Recently, a number of colleges and universities across the country have issued announcements, and the use of WeChat payment has been suspended since July 1. As soon as the news came out, related topics immediately climbed to the top of the hot search today.

　　According to the announcement issued by Northwest University, "Tencent WeChat Payment will finely manage users in campus scenes from July 1, and other fees will be restricted and charged a handling fee of 0.6% except tuition fees. In order to safeguard the interests of teachers and students, from June 30 th, the WeChat scan code payment service will be suspended for the one-card users in the school, and the one-card campus card, Bank of Communications App, China Unionpay Quick Pass, Alipay and other channels will be used normally. I hope all teachers and students will know. "

　　It is understood that Southwest University of Science and Technology, Sichuan University for Nationalities, zhoukou normal university, Zhengzhou University of Light Industry and other universities have also issued similar announcements. The reason is that WeChat Pay has started to charge service fees for the campus industry, and the rate is as high as 0.6%.

　　Data map. Screenshot of WeChat payment website

　　In this regard, some netizens said: the handling fee is too high!

　　Some netizens said: WeChat payment is not irreplaceable, return to the bank card! Cash is also good.

　　On the 29th, WeChat Pay told reporters that WeChat Pay recently started the merchant communication aimed at the refined management of campus industry rates. After the previous opinion collection and feedback, it is planned to continue to provide services only for a small number of profitable scenarios such as e-commerce and wine tours at preferential rates lower than the market average.

　　Wechat payment also said that since 2015, WeChat payment began to enter the campus, giving long-term zero-rate preferential policies for non-profit payment scenarios (tuition and fees, life services, etc.) on campus, and continuously investing in bank access fees and other costs. For non-profit payment scenarios (tuition and fees, life services and other scenarios) on campus, the preferential policy of zero rate will continue to be maintained.

　　On the 29th, Weibo, the official of Tencent WeChat team, issued a statement, saying that due to the poor handling of the payment rate of college life service scenes, everyone was troubled, and I hereby apologize to the majority of schools, teachers and students.

　　in this regard

　　What do you think?

　　Comprehensive China News Network upstream news WeChat payment

After Zhang Ziyi and Wang Guanxuan’s divorce, Wang Feng’s predecessor Ge Huijie was also discussed again. Some media called Ge Huijie about this. The other party said, "I personally feel that I have been separated from Lao Wang for so long, and the child is so old, so it is good not to affect the child. The relationship between the two of them is not painful or itchy to me."

It is reported that Wang Feng’s second wife, Ge Huijie, was a model. After meeting Wang Feng, Ge Huijie worshipped him, became pregnant out of wedlock, and gave birth to her daughter, Little Apple.