Wang Qingzheng (1931-2005), former deputy director of Shanghai Museum, is a well-known cultural expert at home and abroad, who has in-depth research on ancient ceramics and inscriptions. This year marks his 90th birthday. Shan Guolin, former director of the painting and calligraphy department of Shanghai Museum, recently wrote an article recalling Mr. Wang Qingzheng.

Regarding the Shanghai Museum’s "National Treasure Exhibition of Jin, Tang, Song and Yuan Dynasties" which caused a great sensation in the cultural circle in December 2001, Dan Guolin revealed that it was Wang Qingzheng who proposed to hold an "National Treasure Exhibition of Jin, Tang, Song and Yuan Dynasties": several of his ideas were groundbreaking. First, we should join hands with powerful forces and cooperate with major museums. The second is to highlight the classics, observability and transcendence. "Wang Gong showed a leader’s outstanding knowledge and talent in the process of planning the’ National Treasure Exhibition’ and was the guide for the success of the’ National Treasure Exhibition’."

Mr. Wang Qingzheng (1931-2005)

First, the study of Dong Qichang’s calligraphy engraving.

In 1991, the Nelson-Atkins Museum in Kansas City, USA, prepared the "Dong Qichang Century Exhibition". The exhibits collected Dong Qichang’s paintings and calligraphy works collected by several major American museums, with the focus on borrowing 50 masterpieces from the Palace Museum and the Shanghai Museum. Mr. He Huijian, director of the Oriental Department of the museum, came to the Shanghai Museum to select exhibits and invited Mr. Xie Zhiliu, Mr. Wang Qingzheng and me to write papers. The exhibition opened in May 1992 at the Nelson-Atkins Museum in Kansas City, USA, and an academic seminar was held at the same time. Mr. Xie, Mr. Wang and I participated in the seminar as an academic group, and Mr. Wang gave a paper speech on "A Brief Introduction to the Engraving and Posting of Dong Qichang Law Books" at the meeting. This paper is the only one that discusses the contents of Dong Qichang’s calligraphy engraving in the seminar, and there are few articles on this topic before. Mr. Wang’s paper can be described as a summary of Dong Qichang’s calligraphy engraving.

Wang Qingzheng and others took a group photo during the American seminar.

(The photos from left to right are: Gu Xiangyu, Gu Xiangmei, Zhong Yinlan, Ma Chengyuan, Wang Qingzheng, Dan Guolin, Zhu Xuchu, Zhou Genbao, Xu Jie)

After the publication of Dong Qichang’s Hui Ke’s "Fa Tie of Xihongtang", later generations admired it, but there were also some criticisms that there were many distortions in it. Mr. Wang put forward some new opinions in the paper.　

Xihongtang Fatie Inner Page

Xihongtang Fatie Inner Page

(A) the essence of "Xihongtang Fa Tie"

1. There are sixteen volumes of Xihongtang Fatie, and more than fifty calligraphers have collected ink in all previous dynasties. Fatie attaches great importance to regular script, which occupies an important position. For the first time, it has included works that were not included in other posts, such as Women’s History Prose, Qian Zi Wen of Tang Ou Yangxun, Jiu Ge of Mi Fei in Northern Song Dynasty, and On the Qin Dynasty in lower case of Yuan Zhao Mengfu, which can be described as unique.

2. Most of this post was hand-written by Wu Zhen. For Dong Shi’s handwriting, only the Tang Dynasty’s Epitaph of Princess Runan, Wu Zhen’s copy is extremely fine.

3. The collected materials have been carefully appraised, such as the residual copy of Uncle Ji’s Dear John’s Letter at Night by Zhao Mengfu, the original copy of the Xihongtang Fatie, and the fake copy of the Sanxi Hall Fatie; Yan Zhenqing’s Manuscript for Sacrificing a Nephew, Wen Zhiming’s Manuscript for Stopping the Cloud Pavilion earned the copy of Song and Mi Fei, while Xihongtang Manuscript engraved the original copy of Yan Zhenqing.

Dong Qichang also corrected some misjudged cases in history, such as "Dong Ming Tie" written by Xie Lingyun, which was carved by many essays in the Song Dynasty, and Dong Qichang proposed that it was "Bu Xu Ci" written by Zhang Xu. In the third volume, Wang Xianzhi’s "Cut the Post in December" and "The Post Has Arrived" are merged into one, which corrects the mistake that Song people regard it as two posts. Tang Huairen’s Collection of Preface to the Sacred Religion is generally considered as Huairen’s collection of Wang Bei’s words, such as Ancient and Modern Law Bookstore, but Dong proposed that "collection" is "learning", which is what Huairen learned from Wang Zi.

4. The sixteenth volume of Xihongtang Fatie contains some important contents of Clarification Tangtie. The old biography of "Clarifying Tangtie" is an engraving of the ancestors of the Southern Tang Dynasty, but it is actually an engraving of the Southern Song Dynasty. Now it is impossible to see the whole story. Dong Qichang had one to five volumes of Song rubbings, but now only one, three or four volumes exist, which have already flowed into Japan. Some of the contents engraved in Xihongtang Fatie, such as 30 posts such as "I can’t sleep without suffering", "Moon Half" and "Yudanyang", are not found in Chunhua Pavilion Post, which is probably the content in Volume 5 of Clarification Hall Post and is very important information.　

Xi Hong Tang Fa Tie Jin Gu Kaizhi Shu Nv Shi Zhen

Xi Hong Tang Fa Tie Mi Hai Yue Shu Nine Songs

Xi Hong Tang Fa Tie Zhao Mengfu Shu Ji Uncle’s Dear John Letter at Night

Xihongtang Fatie and the Epitaph of Princess Runan

(B) Dong Qichang’s own calligraphy engraving research.

There are more than 20 kinds of single engraved posts published by Dong Qichang before his death, and there are many kinds published by later generations. In addition, Dong’s calligraphy has also been engraved in other collections. Mr. Wang combed these single-engraved posts and cluster posts and put forward some opinions.

1. After entering the Qing Dynasty, Kangxi, Yongzheng and Qianlong dynasties attached great importance to Dong Shu, and a large number of Dong Shu were included in the collection.

2. Among the emperors’ calligraphy in the Qing Dynasty, there are many calligraphy in Dong Qichang. For example, in the thirty-eighth year of Kangxi (1699), the Eight-volume Calligraphy of Maoqin Temple was written by Emperor Kangxi himself, and the sixth, seventh and eighth volumes were all calligraphy in Dong Qichang.

In the first year of Qianlong (1736), the Imperial Palace carved sixteen volumes of "Langyin Pavilion Fatie", which specially included Yong Zhengdi’s handwriting, including two and a half volumes, all of which were Yong Zhengdi’s calligraphy in Dong Qichang. In the 15th year of Qianlong (1750), the imperial court engraved 32 volumes of Sanxi Hall Shiqu Baodi Fatie, and Dong Shu accounted for four volumes, indicating that the imperial court in Qing Dynasty attached importance to Dong Shu.

In addition, Dong Shu often occupies a large space in other public and private posts in the Qing Dynasty.

3. Mr. Wang has made a comprehensive review of the engravings of French books handed down from Dong Qichang, and listed "what you saw and recorded in the engravings of French books in Dong Qichang", and arranged them in the stroke order of the first word of the title of the French book, describing the title of the French book and the number of volumes. A total of more than 1,000 titles of Dong Qichang’s calligraphy books are listed, which are selected from more than 100 kinds of public and private engravings. The collection is unprecedented for scholars to search. At the beginning of 1990s, when computers were not widely used at that time, how much energy it took for Wang Gong to search such a huge amount of information, and his rigorous and diligent spirit of doing scholarly research was really admirable.

The topic of this paper is novel, which makes a comprehensive discussion on Dong Qichang’s engraving, and has many academic research opinions, which deepens the study of Dong Qichang’s calligraphy.

Second, the study of the best edition of Chunhua Pavilion Post

In April, 2003, Shanghai Museum bought back four, six, seven and eighty-four volumes of the remnant of Chunhua Pavilion Tie from the United States, which American collector An Siyuan thought was the ancestral edition of Chunhua Pavilion Tie. In his letter to Mr. Wang on April 15, 2003, Mr. Qi Gong said:"In the past hundred years, the rubbings of the Northern Song Dynasty have only been circulated in three volumes (with Wang Duo’s inscription, that is, the sixth, seventh and eighth volumes of the best edition), and there is a fourth volume (the same as the three-volume engraving method), which is a national treasure."On September 3, 2003, Mr. Xu Bangda wrote to Mr. Wang:"Volumes 6, 7, and 83 of Chunhua Pavilion Post were published before 1949. Everyone thought that it was the original extension, and now it is known as the income of Shanghai Expo. It is a beautiful thing and gratifying." On September 12th, 2003, Mr. Yang Renkai sent a letter to Mr. Wang, claiming that "The four, six, seven and eight volumes of Chun Hua Ge Tie, a true Song edition, were exhibited in the Palace Museum in 1996, and it was verified by Mr. Qi Gong and many experts in literature and history. This is the original edition of famous calligraphy books from Wei, Jin, Sui and Tang Dynasties in ancient China, and it is the best copy of Chun Hua Ge Tie that only exists in the world".

After the four volumes of Chunhua Pavilion Post were included in Shanghai Museum, Wang Gong planned to hold a special exhibition. At first, according to the opinions of many experts before, it was designated as the ancestral edition of Chunhua Pavilion Post. Wang Gong wrote a paper for the special exhibition, carefully examined and studied the four-volume rubbings of Ge Tie, and collated them with other Ge Tie handed down from generation to generation. It was concluded that the sixth volume of the four-volume Ge Tie was the ancestor of Quanzhou in the Northern Song Dynasty, and the fourth, seventh and eighth volumes were the only rubbings of the original stone of the ancestor, and the stone of the seventh volume was extremely damaged. And nearly half of the fourth, eighth and seventh volumes, these two and a half volumes should be the original rubbings of the ancestors. Mr. Wang believes that the four volumes of Chunhua Ge Tie can be called the best surviving edition of Ge Tie. Later, when planning a special exhibition, the exhibition was named "The Best Edition of Chunhua Pavilion Post and Wang Xizhi’s Calligraphy Exhibition", and an academic seminar was held. He wrote the paper "The Best Edition of Chunhua Pavilion Post". As can be seen from the textual research of the paper, Wang Gong’s academic attitude is very rigorous and meticulous.

We can continue to discuss the epochal nature of the four volumes of Chunhua Pavilion Post, but we should adopt a scientific attitude, explain the problem with evidence, and prevent subjective assumptions or deny the whole with details.

Book Shadow and Inside Page of The Best Edition of Chunhua Pavilion Posts (published by Shanghai Calligraphy and Painting Publishing House in 2003)

Book Shadow and Inside Page of The Best Edition of Chunhua Pavilion Posts (published by Shanghai Calligraphy and Painting Publishing House in 2003)

Book Shadow and Inside Page of The Best Edition of Chunhua Pavilion Posts (published by Shanghai Calligraphy and Painting Publishing House in 2003)

Book Shadow and Inside Page of The Best Edition of Chunhua Pavilion Posts (published by Shanghai Calligraphy and Painting Publishing House in 2003)

Third, plan classic exhibitions and vigorously promote excellent traditional culture.

Mr. Wang has a wide range of academic research, involving coins, rubbings, ceramics, literature and other fields, and his writings are rich. At the same time, he has made many achievements in guiding the Shanghai Museum to plan exhibitions, carry out academic research and publicity and education, so I can’t go into details here. Just give an example to illustrate his contribution to promoting the dissemination of excellent cultural traditions in museums.

As early as the first half of 1999, Wang Gong discussed with the Painting and Calligraphy Department to hold an "Exhibition of Painting Observation in Tang, Song and Yuan Dynasties", aiming at the society at that time, especially in the field of Chinese painting creation, there was a trend of thinking that despised and denied the tradition of Chinese painting, blindly emphasizing western art, trying to transform Chinese painting with western techniques and denying the traditional brush and ink of Chinese painting. He said that we should show the best and most classic works in the history of Chinese painting, and let everyone know that the tradition of Chinese painting is broad and exquisite. He suggested that Shanghai Museum hold an "Exhibition of Fine Paintings of Tang, Song and Yuan Dynasties" to observe and explore its social effects.

The "Special Exhibition of Paintings in Tang, Song and Yuan Dynasties" was held in September 1999. At that time, it was two weeks of internal observation, and the Shanghai Museum invited famous experts from major museums to observe it. I remember Qi Gong, Zhu Jiajin, Liu Jiuan, Yang Xin and Dan Guoqiang from the Palace Museum, Jin Weinuo and Xue Yongnian from the Central Academy of Fine Arts, and Yang Renkai from the Liaoning Provincial Museum. A symposium was held at the opening of the exhibition, and everyone unanimously praised the exhibition for its success. The exhibition lasted only two weeks, and the audience of professional units and painters who came here was very large, and some people managed to enter the exhibition hall through connections. This exhibition has achieved the expected results.

Then, in 2001, Wang Gong proposed to hold a "National Treasure Exhibition of Painting and Calligraphy in Jin, Tang, Song and Yuan Dynasties", and several of his ideas were groundbreaking. First, we should join hands with powerful forces and cooperate with major museums. The second is to highlight classicality, observability and transcendence. So it took two years to prepare, and the joint exhibition units were determined as the Palace Museum, the Liaoning Provincial Museum and the Shanghai Museum. To this end, we made an exhibition plan, which was supported by Deputy Director Chen Kelun, Zhou Yanqun and I made a special trip to the Cultural Relics Bureau for instructions. Subsequently, the Shanghai Museum formed a high-standard negotiation group, led by curator Chen Xiejun and deputy curator Chen Kelun, including me from the Painting and Calligraphy Department, Zhou Yanqun from the Exchange Office and Hu Jiang from the Information Office, and went to the Palace Museum and the Liaoning Provincial Museum for discussion. During the negotiation with the Palace Museum, I first put forward a catalogue of the works on loan, including You Chuntu by Zhan Ziqian, Bu Ji Tu by Yan Liben, Han Xizai’s Night Banquet by Gu Hongzhong, Riverside Scene at Qingming Festival by Zhang Zeduan, Feng Chengsu copy of Preface to Lanting by Wang Xizhi, Zhang Haohao’s Poem by Du Mu and other famous works. The next day, the leaders of the Palace Museum replied that basically all the works borrowed were agreed. Only one piece, The Riverside Scene at Qingming Festival, by Zhang Zeduan, had never been out of the palace and was old and tired, so it was impossible to borrow the exhibition. We tried again and again and failed to get permission. After returning to the museum, I reported to Wang Gong, who said that the Palace Museum had agreed to borrow so many instruments. The Riverside Scene at Qingming Festival is a well-known monument for women and children, and it has great appreciation for both refined and popular tastes. If it can’t be exhibited, it will be difficult to cause a sensation.Other famous works are not as popular as it is, so it would be a pity if they can’t be exhibited. He suggested that I go to the Palace Museum again to borrow the Riverside Scene at Qingming Festival, even if it is only for a week. Our museum has high-precision replicas that can be used instead of exhibitions. So I "entered the palace" for the second time and negotiated with Dean Zheng Xinmiao. The next day, Dean Zheng replied to me. After research by the leaders of the academy, I agreed to borrow the Riverside Scene at Qingming Festival and borrow it for the whole exhibition period of three months. This is the great support of the Palace Museum to the Shanghai Museum.

Sui Zhanziqian You Chuntu Volume (Partial)

The Riverside Map of Qingming Festival in Zhang Zeduan in Northern Song Dynasty (partial)

Gu Hongzhong Han Xizai’s Banquet in the Five Dynasties (partial)

Yan Liben in Tang Dynasty (partial)

In December, 2001, the "National Treasure Exhibition of Painting and Calligraphy in Jin, Tang, Song and Yuan Dynasties" was held in Shanghai Museum, which caused a sensation, especially in front of the "Riverside Scene at Qingming Festival". Later, more and more people watched this picture, even waiting in line for five or six hours. Ordinary audiences mostly come to see the style of this picture, which also drives other classic famous products to watch and appreciate it. In the process of planning the "National Treasure Exhibition", Wang Gong showed a leader’s excellent knowledge and talent, and was the guide for the success of the "National Treasure Exhibition". It is true that the decision-making and personal participation of curator Chen Xiejun ensured the smooth progress of the exhibition.

"Jin, Tang, Song and Yuan Painting and Calligraphy National Treasure Exhibition" was exhibited at the Shanghai Museum.

On the basis of the success of the "National Treasure Exhibition", the Shanghai Museum later jointly held the "Painting and Calligraphy Exhibition of Jin, Tang, Song and Yuan Dynasties" with major Japanese museums and major American museums, which was the first in China and achieved great results. During the ten years from 2001 to 2012, a series of exhibitions greatly strengthened and deepened the dissemination, research and popularization of China’s fine tradition of painting and calligraphy, and the creation of Chinese paintings also returned to the right path of attaching importance to tradition. Wang Gong’s sagacity and foresight have created a road for major museums to join hands and create classics. His contribution to the museum cause will be remembered in the history of the development of Shanghai Museum and even China Museum.

(This article was originally published in Book and Painting magazine, with the original title of "Two or Three Things about Dan Guolin | Remembering Wang Gong’s Tablet Sticking". )

People’s Daily Online, September 15 th, 15 days of sweating, more than 10 countries competed in the same field, 12 major events, 10 groups won the second place, and 3 individual champions. This is the report card handed over by China soldiers in the 2015 international military competition.

In this international competition sponsored by the Russian Ministry of Defence, a special warfare regiment and an infantry brigade in shenyang military area command sent officers and men to represent China’s army in the "reconnaissance vanguard" and "suvorov assault" competitions. The team members fought in the international arena with the good appearance of a new generation of revolutionary soldiers with "four haves", and made a wonderful appearance on the world stage with excellent military literacy and good style image, which not only polished the shining business cards of China soldiers, but also won honor and respect for the motherland and the army.

In the mid-autumn season, the team members who returned with honors had a random discussion with their comrades-in-arms in the military honor history museum, in front of the competition photos, beside the trophies and gold medals, and beside the armored chariots, and started a big discussion on the experience of going to Russia to participate in the "2015 International Military Competition".

The "Reconnaissance Elite" competition has been implemented in five stages, which is fierce and cruel as actual combat-

Can the "Devil Race" scare off China soldiers?

The officers and men replied: On behalf of the motherland in the international arena, no matter how difficult or dangerous, we will go forward bravely.

"This champion is the only one in the five stages of the competition that has not been deducted and has the best color." At the beginning of the discussion, Yu Yuanshui, the leader of the delegation of the "Scouting Elite" competition and the head of a special operations team, said with great pride with the trophy of "Victory Will" in his hand. "At that time, after the competition, Major General Marusin, the Russian chief referee, said to us,’ You are the well-deserved first place, congratulations!’ "

The competition of "Scout Elite" is divided into five stages, namely, landing by plane and marching in a hurry, crossing the comprehensive obstacle of "scout path", driving by a chariot, shooting, and entering the assembly area after completing the task. It is implemented continuously and comprehensively tests the technical indicators of scouts in the form of a closed-loop task, which is called "Devil’s Race".

In the face of many strong teams sent by Russian, Belarusian and other countries, the officers and men of the regiment, who played on behalf of China, withstood the test of various unfavorable factors, fought bravely and dared to win, and staged bloody assaults again and again with excellent quality and excellent style.

"During the competition, when I was crossing the sewer, I hit my head on an obstacle and suddenly my blood flowed downwards." During the discussion, Cheng Yong, a team member of the regiment and a company sergeant of the First Battalion of Special Operations, took out a blood-stained military cap and said, "At that time, I put my spare gloves on the wound on my head, tied them tightly with my hat and insisted on completing the game. When I reached the finish line, the whole hat was red with blood. "

At the discussion site, the team members stepped forward one after another and told their stories during the contest. On the big screen, videos and photos of their contests were continuously scrolled. When ambushing battles, military swimming and crossing obstacles, the officers and men on the scene were deeply shocked by the footage and pictures of the players sweating like rain and even fainting from shock.

"On behalf of the motherland, no matter how difficult and dangerous the competition is, we must face up to the difficulties and go forward bravely …" During the discussion, Xiao Liang, a team member and a company sergeant of the first special warfare battalion of the regiment, said that on the morning of August 10, in the final stage of the competition of "scouts", 10 members of the regiment gave their lives to fight for water barriers and communication.

"I am convinced that you won the first place, which is equivalent to the boxer really knocking his opponent down." After the game, Lieutenant Colonel Yuva, the captain of the training team of the Novosibirsk Higher Military Command School, who ranked second, gave them a thumbs-up and praised them.

Being at the discussion site, listening to such a bloody story, watching the team members’ nearly ground camouflage uniforms and land boots displayed in the history museum of the regiment, Yang Guanyu, a special soldier of the regiment, was deeply touched. When conducting special warfare training again, he worked overtime to practice climbing skills with poor coordination between his hands and feet, and the palm of his hand was grinded with a big blood bubble by the rope and still kept on, which simply improved his training performance for several seconds.

Equipment is the carrier of combat effectiveness, and the chariots with different overall performance are used to compete-

Sword is not as good as man, how is swordsmanship better than man, and how is firm but gentle better than man.

The officers and men replied: Give full play to people’s ability, the performance of equipment, and the efficiency of combining people with equipment.

China is the only country that has brought its own domestic equipment to participate in the competition, and all the equipment is the active equipment of the participating troops. The 86A-step chariot equipped by a certain mechanized brigade representing China in the "suvorov Assault" competition is not an advanced chariot of our army. The overall performance of BMP-2-step chariot in Russian competition is ahead of our army’s generation.

"The sword is not as good as people, the swordsmanship can’t be inferior to people, and the shock wave can’t be inferior to people!" During the discussion, Duan Jiabao, the commander of the brigade 616 and the platoon leader of the 1st Battalion, pointed to an honorary chariot in the parking lot and said, "Equipment is the carrier of combat effectiveness. Equipment is not as good as people. If you want to achieve good results, you must bring people’s ability to the limit, the performance of equipment to the limit, and the efficiency of combining people with equipment to the limit!"

Listening to Duan Jiabao’s speech, the thoughts of the participating officers and men floated back to the competition site.

On the morning of August 11th, local time, the "suvorov Assault" competition, the highlight of this international military competition, ushered in the final battle: China, Russian and Venezuelan three-nation infantry fighting vehicles launched the final duel and competed in the relay race.

The track and obstacle course settings of this competition are close to or reach the limit index of Russian-made equipment, and some indexes exceed the design limit of Chinese equipment. For example, the cliff obstacle, the design index of the 86A-step chariot is 90cm, and the obstacle exceeds 1m. During the pre-war mobilization, Huang Qingli, the leader of the China team and the brigade commander, encouraged the officers and men: "Don’t be afraid of strong players, dare to fight to win, dare to break through the limit, and try your best to win the final victory!"

At 10 o’clock in the morning, the game officially began. The No.616 86A infantry fighting vehicle, which the brigade played on behalf of China, roared out with its head high under the control of Duan Jiabao, gunner Chen Jingtao and driver Lu Bo.

Rolling roads, right-angle bends, side slopes, cliff walls, waterways, minefield passages, earth ridges, anti-tank trenches, rutting bridges, and obstacles are left behind by China chariots advancing at high speed; Point-blank, side-shot, one by one, the targets were wiped out by the cannon of the chariot.

"At that time, our car groups really put people’s ability to the limit, the performance of equipment to the limit, and the efficiency of combining people and equipment to the limit!" During the discussion, Chen Jingtao, the gunner of the 616 car and the sergeant of the Fifth Company of the Second Battalion, recalled the scene at that time and said that in the face of the cliff with a height exceeding the obstacle-surmounting performance of the equipment by 30 cm, they walked with full horsepower and high speed. The 86A-step chariot was designed to run at a speed of 65 kilometers per hour. They combined human and equipment to give full play to their maximum efficiency, and actually ran out of the top speed of 72 kilometers per hour.

"Dozens of meters of wading roads, we entered at high speed and rushed up a huge splash; The undulating roads that destroyed the most vehicles and the anti-tank trenches that easily hit the wall, other teams slowed down, and only the China chariot we drove passed by like lightning. " Lu Bo, the team member and driver of the 616 car, took the opportunity to say proudly, "All the 40 obstacles in the relay race were conquered by our China chariot!"

At the end of the first lap, the local people in the stands were amazed. They found that China’s 86A infantry fighting vehicle, under the control of lightly loaded and confident China soldiers, became a dark horse on the field, playing accurately and driving fast, and even threw the advanced Russian locomotive group over 100 meters!

"Our performance was amazing and the Russian team was unexpected." Huang Qingli, the brigade commander who led the team to participate in the competition, said with great pride that Major General Bafu Lavschi, the chief referee of this competition, paid special tribute to us after the competition: "The performance of the equipment of China’s troops participating in the competition is not as good as ours, but the training level is very high, which left a deep impression on me. Congratulations on your good results! "

Frequent temporary changes in rules and unfavorable rulings in strong hand-to-hand confrontation-

In adversity, how to show the bearing and image of China soldiers?

The officers and men replied: It is both reasonable and overall, and the frequent change of rules does not hinder the confidence of China soldiers.

The 2015 international military competition is a stage to show the image of our soldiers to the world. Among more than 10 participating countries, China Legion is undoubtedly the most concerned team. From the moment they set foot on Russian soil, every move of China soldiers attracted people’s attention.

"The international military competition is a game for the brave, and the soldiers of no country don’t want to win the competition. The China Legion is a delegation that participated in more projects in this competition and was also regarded as a’ strong enemy’ by the host Russian team. " During the discussion, Zhang Liguo, the deputy brigade commander of an airplane brigade who was the leader of the organizing team, said that in addition to many difficulties such as transportation, language and diet, the uncertainty of the competition rules was the biggest disadvantage they faced, and sometimes the rules were still changing until the day before the competition.

Although the officers and men participating in each competition are fully psychologically prepared, there are still "accidents" in the course of the competition. In this regard, Liu Yanwu, the participating driver who has personal experience, said in the discussion that in the "suvorov Assault" competition, the shooting target can bounce up as soon as Russian tanks and chariots are in place, but we often have to wait for a while to see the shooting target bounce up after China tanks and chariots are in place.

Coincidentally. When the teammates finished loading in 25 seconds, they were far ahead of other teams that took about two minutes. The organizer unexpectedly cancelled the timing of the loading session on the grounds that "you loaded the bomb too fast and it was unfair to other teams".

This made the brigade commander Huang Qingli very puzzled: "It is fast to reload and has strong survivability on the battlefield. The loading speed of our soldiers is practiced by taking off several layers of skin in the palm of your hand. " But the appeal was invalid, and China’s lead of more than 1 minute was cancelled.

In fact, in the competition, all the teams in China encountered difficulties in rules and rulings to varying degrees. According to statistics, as many as 34 rules were temporarily changed before the competition, and 9 rules were still being revised during the competition.

"These difficulties will inevitably be encountered in the process of implementing the strategic thinking of’ military forces going global’ in China." During the discussion, Qin Haiping, director of the brigade’s political department, said that the international military competition has given us an opportunity to train. The main purpose of participating in the competition is not only to compete for the ranking, to test our actual combat ability, to learn from the useful experience of foreign troops, and to consolidate cooperation and friendship with foreign troops, but also to be more important than the results of the competition.

Facts have proved that China soldiers overcame difficulties in unfamiliar environment and showed the comprehensive quality of our army. Faced with all kinds of unfavorable factors, the officers and men participating in the competition not only argued for their own rights and interests, but also took care of the overall situation and remained calm, which showed the confidence and tolerance of China soldiers. In the competition, they played their due level with excellent quality, and shocked the audience many times to set the "limit speed" and hit the "precise shooting".

"At the scene of the competition, foreign soldiers often take the initiative to praise the outstanding performance of our players. Some people are interested in China equipment and even climb into the cockpit to see what happened." Wen Jianxin, an engineer of the 1st Battalion of the Brigade, who is responsible for the training and guidance of the competition, said, "As soon as our drivers in China finished the competition, they were surrounded by Russian people for a group photo. The young soldiers in China smiled and behaved appropriately, and became the messengers of China culture."

The arrival of China’s army also made local Chinese and overseas Chinese particularly excited. Many Chinese provided vehicles, drinking water and Chinese food for the participating troops free of charge, helped translate Russian materials, and held high the national flag to cheer. Some overseas Chinese said, "The arrival of China soldiers has made the word motherland more vivid and concrete, and let us really feel that the motherland is really strong!" (Li Xianghui, Gu Changlong, Ma Yibo) 　 　

Since the outbreak, the "live broadcast with goods" of physical business has rapidly climbed to the focus of the industry. According to the data of RET Ruiyide China Commercial Real Estate Research Center, the penetration rate of "shopping mall live broadcast" in first-and second-tier cities has reached about 30%, and the proportion of shopping mall head operators, department stores, Ole and other enterprises trying to live broadcast is higher.

However, except for some department stores, most operators who have tried live broadcast have failed to achieve the expected effect of bringing goods. In 2019, the annual sales of 177 anchors on Taobao platform exceeded 100 million yuan. Compared with e-commerce anchors, offline operators are mostly below the "waist" level. The preliminary survey shows that the leading operators in the industry have a single-day live broadcast of "cargo volume" of several hundred thousand yuan, and individual events have reached the level of one million yuan. More shopping centers can only carry a few thousand dollars a game, and some live broadcasts are simplified to online marketing in planning and organization, with "live broadcast" but no "carrying goods". Even some live broadcasts with good transaction figures often come from the price advantage subsidized by brands and shopping malls, which is not suitable for long-term high-frequency measures.

Therefore, for many shopping centers, live broadcast with goods seems to have become an "ineffective investment" again, which has caused questions such as "whether to continue live broadcast" and "whether to combine live broadcast with promotion". We believe that "live broadcast with goods" once again touches the essence of shopping centers as "traffic operation platforms". Only by breaking through the thinking barrier of shopping center traffic operation can we grasp the value role of shopping centers in the live broadcast industry.

The seemingly ineffective result is the thinking barrier of traffic operation.

RET Ruiyide defines the essence of shopping center as: physical space that attracts (customers) traffic with consumption function and scene experience, and retailers settle in to realize traffic and collect rent from retailers. The shopping center is responsible for attracting traffic, which is realized by retailers. Under the traditional asset management operation mode, the rent is the result of the retailer’s settlement and realization to the shopping center.

The live broadcast with goods can be another set of cash accounting system. From product selection and planning, to live broadcast, ordering, logistics and billing, the live broadcast of shopping centers is not only closely related to brand, marketing and platform traffic, but also self-contained, with the closed-loop potential of independent business. "Live broadcast with goods" has been fully flattened in the field of e-commerce, the ability of traffic attraction has been continuously verified, and there are mature solutions for traffic realization. The remaining problem is how to effectively reuse its business model and increase the flow value of shopping centers.

At present, although e-commerce live broadcast has become a trend in 2019, the starting point for shopping centers to do live broadcast is often the "last resort" during the epidemic period, and after the epidemic, it turns to marketing logic aimed at expanding sales. The neglect of realizing the commercial pain points of live broadcast limits the application scenarios of live broadcast in shopping center traffic operation.

We believe that offline physical business platforms, including department stores and shopping centers, actually have the ability to be turned into MCN institutions that do not rely on strong KOL. With the help of the increasingly mature CPS scheme of e-commerce, through the differentiated advantages of private domain operations and offline "sticky" services, the incremental cake of realizing traffic is cut off.

* MCN: Multi-channel Network, originally an intermediary between content creators and video platforms (such as YouTube), is now a company with the ability and resources to help content producers, ensure the continuous output of content and stabilize commercial realization.

* CPS: Cost Per Sale, originally an Internet advertising commission model, calculates the advertiser’s commission based on the actual sales brought by the advertisement according to a preset proportion. In the live broadcast scenario, it refers to the fact that after the consumer purchases the goods through the anchor, the anchor or its organization divides the commission on the actual sales of the goods.

Why is it "invalid"? Efficiency depends on the basic link, and the underlying logic depends on the growth mechanism.

To understand the business opportunities of shopping center live broadcast with goods, we need to clarify the "technical" efficiency problems in the existing attempts. One of the reasons for the popularity of e-commerce live broadcast is that the threshold for "broadcasting" is very low, and equipment, networks, personnel, etc. do not constitute entry barriers. However, in order to carry goods, we need to have complete "product functions" in product selection planning, site effect, atmosphere creation, rhythm control, payment logistics and so on.

Source: RET Ruiyide China Commercial Real Estate Research Center.

In the process of investigation, we found that the technical problems of live delivery in shopping malls include the following aspects:

Hardware support: fuzzy equipment, dim lighting, radio jitter, obsolete venue, etc., which greatly reduces the perception of live broadcast;

Choice of goods: most shopping centers only know the brand but not the goods, and lack control over which goods are more suitable for the live broadcast scene and the needs of the audience, which leads to the live broadcast without moving goods;

Content planning: Many operators’ own research shows that consumers often think that their live broadcast process is boring, and besides the live broadcast professionalism of the anchor itself, the neglect of script rehearsal, event planning and other links is the main reason;

Marketing preheating: for example, WeChat push, WeChat group notification, linkage between brand fans and shopping mall fans, etc., multi-terminal preheating is the premise of rapidly accumulating live traffic;

On-site team: Although there are only one or two anchors in front of the screen, as long as there are a little more viewers, it is necessary to increase on-site customer service and support teams to assist in real-time ordering, interaction, innovation, and fan precipitation;

Supply chain: offline commerce usually does not have the channel price advantage of e-commerce, and at the same time, it can’t control the delivery links such as inventory and logistics, so it can’t connect with the accounting scheme provided by the live broadcast platform;

Trading experience: due to the lack of supply chain, some shopping malls are forced to indirectly bring goods by issuing coupons online, but the long decision-making chain is basically equivalent to customer loss;

As an anchor in Chaoyang Joy City said in the media, the performance in front of the anchor camera only accounts for 30% of the live broadcast effect, and 70% of the success is attributed to team preparation. Different from the offline one-to-one sales scenario, the live broadcast process is one-to-many communication between anchors, which improves the efficiency of information transmission and magnifies the details.

The reason why the department store industry has obvious advantages in the current live broadcast war is that the department store has gradually opened up the link of live broadcast with goods in terms of supply chain and trading experience.

The financial report of over the rainbow Department Store shows that the online sales of its department store counters increased by 347% in the first quarter, and the order volume increased by 158% in the first quarter. The digital system independently developed by over the rainbow for several years has played an important role in the large-scale live broadcast operation during the epidemic. Relying on the digital system, brands are mainly responsible for live content, products and expressive force, and the threshold for additional investment is lowered, so merchants are willing to continue to cooperate.

Yintai has also shared the experience of live broadcast and digitalization on many occasions. Through the cooperation and deep transformation with Ali, Yintai has basically realized the digitalization of the whole link of goods, cashier, inventory, logistics and service. After the link is opened, the links including real-time linking of goods, inventory preparation, instant delivery and commission calculation can effectively support the live consumption process.

Source: RET Ruiyide China Commercial Real Estate Research Center.

When thinking about why the current live delivery mode is not effective, operators need to determine whether the problems directly observed are only the result of "improper basic operation". It can be seen that since April, some shopping centers have begun to lower their expectations for the online live broadcast, and the live broadcast mode has a tendency to be weakened into four scenarios:

First, operators no longer organize or participate in merchant self-broadcasting at high frequency, but encourage it to be normalized and give some support;

The second is to integrate "live broadcast with goods" into the annual promotion activities and focus on its own brand building;

Third, from live broadcast with goods to "live broadcast with powder" or "live broadcast with stores", and strive to plant grass for consumers to "visit the scene";

The fourth is to operate the live broadcast in isolation, hoping to verify the feasibility of changing the brand through live broadcast;

And these strategic adjustments seem to have returned to the comfort zone of "managing brands but not goods" and "paying attention to traffic but not operating traffic".

We believe that the lack of basic link is the direct cause of the current operator’s live broadcast becoming "ineffective investment", and most problems are actually "efficiency problems", including the efficiency of brand cooperation, fan drainage, launch planning, consumption transformation, follow-up service and so on, and the construction of basic link is the corresponding scheme to effectively improve efficiency.

What’s more, operators have still failed to get through the two-way growth mechanism with brands, including building traffic pools, sharing traffic revenue, matching people and goods, and promoting the empowerment of both parties. Problems such as product selection, supply chain, continuous traffic introduction, online traffic turning to offline, etc., can not be solved only by basic link construction. This kind of deep-seated problem is manifested in the intuitive experience of "no advantage in cost performance" and "no advantage in competition with e-commerce live broadcast", and the strategic goal shift from "bringing goods" to "assisting marketing, restructuring and attracting investment".

The dimension-increasing perspective of live broadcast with goods: what can MCN-like mode bring to shopping centers?

We believe that the significance of "live broadcast with goods" in physical commerce lies not in the inherent operation and its income structure, but in the innovative flow realization model. The opportunity we can see is that the strong confrontation of MCN e-commerce live broadcast industrial chain structure has brought the entry point of asymmetric competition and the possibility of increasing revenue sharing to the physical business platform.

Back to the problem of "no cost-effective advantage". In fact, all live broadcast subjects, whether e-commerce or physical businesses, head anchors or general anchors, are trying to achieve the selling point of "cost performance". "Cost-effective" is one of the core elements to compete for price-sensitive public domain traffic. "The lowest price of the whole network" is often the most important traffic harvesting strategy for Li Jiaqi and Weiya. During the period of double 11 in 2019, Baique Ling even temporarily canceled the "lowest price of the whole network" given to Li Jiaqi’s team, which caused many denunciations. However, the cost-effective strategy is only suitable for global traffic competition, and it is difficult for shopping centers and department stores to imitate e-commerce and compress the supply chain cost to the extreme.

Source: RET Ruiyide China Commercial Real Estate Research Center and CITIC Securities.

But price competition is not the only choice, and it is not a necessary means for shopping centers. The existing e-commerce companies prefer this strategy, which is closely related to its industrial chain structure. In particular, the competitive advantage of MCN, the key bridge responsible for realizing content, has been compressed in many ways, and supply chain competition has become a choice that MCN has to make.

Source: RET Ruiyide China Commercial Real Estate Research Center.

The online live broadcast industry chain lacks the inherent flow and credit endorsement of offline entities, so it relies heavily on live broadcast platforms and KOL anchors. On the one hand, MCN must obey the trading rules formulated by the platform and cannot bargain with the platform; On the other hand, the anchor’s own traffic is almost the only effective competitiveness of online live broadcast, and MCN must also compete for scarce anchor resources.

In terms of platform rules, e-commerce live broadcast general CPS mode (Cost Per Sale). The platform side determines the fixed proportion of brand owners (such as 80%). The rest is first divided within the platform, then cut to MCN and anchor, and finally MCN and anchor divide the residual income. Taking the mechanism of Taobao live broadcast as an example, the typical subcontracting scenario is:

Source: RET Ruiyide China Commercial Real Estate Research Center and CITIC Securities.

1. Taobao live broadcast platform merchants connect MCN and anchor through V-task and other channels, and clinch a deal with 100 yuan, with a commission of 20%, of which 6% is charged by Ali platform, and the remaining 14% is charged by MCN and anchor;

2. The e-commerce live broadcast of Aauto Quicker platform is diverted to Taobao platform, Ali platform charges 7.4%(6% content scene service fee +1.4% technical service fee), Aauto Quicker platform charges 6.5%, and MCN and anchor points remain 6.5%;

3. The e-commerce live broadcast of Tik Tok platform is diverted to Taobao platform. Ali platform charges 7.4%(6% content scene service fee +1.4% technical service fee), Tik Tok platform charges 0.2%, and the remaining 12.8% is MCN and anchor.

In terms of anchor sharing, the anchor’s traffic resources have obvious bargaining advantages. In the face of MCN, the head anchor can usually get a great commission tilt; For anchors of small and medium-sized fans, the share of MCN ranges from 60% to 70%. Therefore, small and medium-sized waist anchors become the profit point of MCN, but the instability of their traffic also brings risks; Head anchor is a sharp weapon for MCN to cut global traffic, but it also constitutes direct competition for MCN. A similar case in the real estate industry is the "28 structure" in industrial real estate operation: large enterprises in the park play an important role in industrial introduction, but for the park side, this part of the rent does not constitute a profit point; Small and medium-sized enterprises and small enterprises constitute the main rental profit points, but their stability is relatively poor and their risks are relatively high.

Of course, even the head anchor with huge traffic depends on MCN content support ability. For example, in Weiya’s team, there are more than 100 people who only choose products, and the product pass rate is only 5%. However, under the current market conditions, the personal characteristics and growth process of the head anchor have been difficult to replicate. On the one hand, the head anchor has unique live broadcast characteristics, such as Li Jiaqi’s uniqueness and attraction as a male beauty anchor.

On the other hand, the reason for the formation of the current head anchor is largely due to the traffic bonus of the early Taobao live broadcast. When the e-commerce live broadcast just developed in 2016, there was an extreme lack of natural traffic dividends formed by anchors. In 2018, the number of anchors who joined Taobao live broadcast increased by 180% year-on-year, and more than 200 institutions with professional production backgrounds joined simultaneously. The natural bonus no longer exists, and the competition for incubating, screening and signing the head anchor of MCN will be more intense in the future.

Source: RET Ruiyide China Commercial Real Estate Research Center, QuestMobile.

The opportunity of shopping centers lies in the "private competition" of the existing MCN industrial chain:

First of all, the existing traffic of shopping centers has obvious characteristics of "loyalty to the project". Once it is formed, it is difficult to change, and MCN lacks control over the whole platform traffic loyal to the anchor;

Secondly, the rules of the live broadcast platform and the existing settlement scheme improve the transparency of the industry, which can reduce the internal friction between shopping centers, brands and anchors in co-constructing live broadcast cooperation;

Thirdly, MCN must compete in global traffic, but shopping centers have the ability to accurately identify regional customer groups, so there is no pressure to incubate top traffic anchors strategically;

Finally, in the face of the natural private domain operation scene, the efficiency of merchant live broadcast is more important than the traffic scale, and with the goal of "improving the efficiency of merchant live broadcast", e-commerce live broadcast has produced a relatively mature scheme;

In the case of staggered global traffic competition, on the one hand, shopping centers can establish a digital income system with the help of the accounting rules of the e-commerce industry chain; On the other hand, by promoting the anchor to become the operating carrier of private domain traffic, it is also possible to build channels to connect surrounding consumers outside the physical space. If there is no need to rebuild the live broadcast platform or introduce Li Jiaqi, then the mall operators can enjoy the maximum benefits that MCN can get under the existing platform rules. Taking the aforementioned Taobao CPS rules as an example, without relying on the head anchor, the maximum score of each order of MCN may reach about 14%.

It is conceivable that when the selling point of "price advantage" becomes more competitive, existing industrial entities will also look for relatively relaxed market space. Even if the shopping center can’t form MCN function, cross-industry competitors may appear spontaneously. The trend that has emerged is that MCN is looking for opportunities to break through the Red Sea, and its "flow pool" is getting bigger and bigger, while individual flow channels are more streamlined. MCN is more and more inclined to the strategy of multi-anchor, in order to improve its bargaining power between upstream and downstream and reduce its dependence on a single anchor and its fan base.

MCN is further transforming from a "broker" to an incubation and empowerment organization, which is naturally adapted to the platform structure of shopping centers. The relationship between the brand and the operator is symbiotic. Rent-based is a traditional ecological scene, while live broadcast is a collaborative innovation of traffic realization through re-division. Operators can focus on improving the live broadcast efficiency of merchants, directly apply the rules of e-commerce platform in the sharing scheme, and learn from MCN’s existing content organization model. Under this circumstance, the e-commerce platform’s strong control over market rules is beneficial to the mall operators to control their own boundaries.

No MCN will consider recreating a Taobao live broadcast platform, but under the public domain, every MCN wants to recreate Li Jiaqi. For shopping centers, under the private scene, operators should find their own exclusive advantages in the live broadcast boom by changing their role thinking and making full use of the existing industrial framework.

From off-site to on-site, business orientation promotes the digital value of live broadcast with goods.

RET Ruiyide always believes that "off-site digitalization" is a more suitable path for shopping center digitalization. At present, most shopping centers are investing in "on-site digitalization", which is essentially optimizing the efficiency of "stock" of shopping malls with digital methods. "Off-site digitalization" is to expand the scope of commercial "field" to online, so as to obtain the increment of sales.

The live broadcast of the shopping center seems to be the starting point for the shopping center to start off-site digitization. On the one hand, the MCN-like model brings the shopping center the conditions to guide the off-site incremental business scene, on the other hand, the business form of live broadcast also requires the full integration of on-site and off-site digital construction. Here, we put forward three suggestions for the live broadcast of shopping centers:

1. Business orientation, clear objectives

Understanding the MCN model deeply, the shopping center can see the incremental cake in the live broadcast scene, but it needs to return to the real business scene to realize it. In the existing cases, different live broadcast business directions have their own ways of playing. For example, the brand special live broadcast usually has a clear direction of "people" and "goods", and shopping centers can cooperate with a single brand in depth, but it also makes it difficult to differentiate the attractiveness of traffic. Another example is the cloud shopping model, which relaxes the target customers to potential consumers of all categories in the whole region, while the whole process planning, content scripts, product links, etc. of live broadcast have high complexity. In addition, large-scale merchant self-broadcasting and online activities also involve different operational styles and business models.

More importantly, the difference of operators’ target positioning determines the nonstandard landing of live broadcast mode to business. Top-level positioning, brand structure, project cycle, customer group characteristics, etc. are all factors that need to be considered to determine the specific form of live broadcast business. The only certainty is that the live broadcast after the epidemic will no longer be a short-term destocking measure; In the air outlet of the live broadcast industry, the live broadcast of shopping centers guided by business will gradually find a mature model.

2. Organizational adaptation and efficiency optimization

Just like the deconstruction of MCN industrial chain, MCN’s gradually mature organizational model has a strong reference significance for optimizing the live broadcast efficiency of physical commerce. Shopping centers also need to be compatible with the organizational structure of independent product teams, and even evolve into a product-oriented rather than process-oriented overall organization. At present, there is still a big gap between the live broadcast team of shopping centers and MCN organizations in the professionalism of "content realization". Some enterprises form live broadcast teams by transferring members from various departments. Under the process-oriented organizational structure, shopping centers can efficiently output targeted solutions in terms of brands, goods and consumers, but it is difficult to make efficient resource matching, achievement evaluation and content adjustment for live broadcast products like MCN. The existing competitive disadvantage of MCN actually makes it make a good efficiency optimization in the organizational structure to adapt to the digital path of content realization to the greatest extent, and shopping centers can also refer to its model.

3. Off-site perspective, inward empowerment

In the live broadcast scenario, the digital adaptation of the transaction link is a necessary prerequisite. The demand for trading links first occurs off-site, and its actual construction needs to be synchronized on and off-site. Whether it’s online shopping malls, small programs, or WeChat official account and WeChat groups, all possible trading scenarios should now provide consumers with convenient and fast trading channels. Therefore, shopping centers need to turn to "goods" as the starting point, from real estate developers to real operators, and empower brands to match people and goods.

Mature live broadcast operation system can eventually lead to external data and bring important off-site reference to shopping malls. Taking consumer data as an example, the "sticky service mode" of on-site consumption and off-site live broadcast provides the possibility of opening up user life cycle data. In the past, "on-site digitalization" only analyzed the small and incomplete on-site behavior of consumers, and could not capture consumers in all directions. The stable live broadcast service has the ability to interact with consumers at high frequency, which makes it easier for shopping centers to see the overall performance of consumption trends. For example, some offline live broadcast data have already reflected the advantages of all-platform categories of beauty, fashion brand and sports. The operation of shopping malls in the Internet era is entering an off-site era, and the live broadcast service of shopping centers may be an important opportunity.

summarize

The live broadcast attempt of the physical business platform has not yet completed the 1.0 construction. After the trial of live broadcast in the last stage, it seems that the operators can’t make clear the operation direction of live broadcast business because of superficial ineffectiveness.

As a conclusion, we provide the following thinking paths for practitioners who are also examining the live broadcast boom:

1. Is the existing live broadcast attempt inefficient or ineffective?

-Non-professional resource input will lead to inefficient output, but it does not mean that it is ineffective.

2. Becoming an MCN independent of KOL may be the next stage of the live broadcast of shopping centers.

-Multiplying the MCN model into the private scene, the shopping center has the ability to obtain the bargaining power that the e-commerce MCN can’t match.

3. Business-oriented, off-site first, and live broadcast may be the best entry point for shopping centers to promote digitalization at present.

-In the future, digital shopping centers will certainly be able to make profitable live broadcasts.

In the post-epidemic stage, it is believed that more and more operators will quickly precipitate the business model of live broadcast with goods, and accelerate the innovative operation mechanism in the aspects of live broadcast business scenarios, organizational structure optimization, and digital integration inside and outside the field. Ruiyide will also think and grow together with the industry.