Xinhua News Agency, Beijing, March 5-Li Keqiang, Premier of the State Council of the People’s Republic of China said in his government work report on the 5th that this year is the year of government transition, and the economic and social development reported earlier in many fields and in all aspects needs unremitting efforts in the future. Here are some key points.

　　(1) Focus on expanding domestic demand. Give priority to restoring and expanding consumption. Increase the income of urban and rural residents through multiple channels. Stabilize bulk consumption and promote the recovery of life service consumption. Government investment and policy incentives should effectively promote the investment of the whole society. This year, it is planned to arrange 3.8 trillion yuan of special bonds for local governments, accelerate the implementation of major projects in the 14 th Five-Year Plan, implement urban renewal actions, promote regional advantages to complement each other and develop their strengths, encourage and attract more private capital to participate in the construction of major national projects and short-board projects, and stimulate the vitality of private investment.

　　(2) Accelerate the construction of a modern industrial system. Focusing on the key industrial chain of manufacturing industry, we will concentrate high-quality resources to jointly promote key core technology research. Strengthen domestic exploration and development of important energy and mineral resources and increase storage and production. Accelerate the digital transformation of traditional industries and small and medium-sized enterprises, and strive to improve the level of high-end, intelligent and green. Accelerate the research and development and application promotion of cutting-edge technologies. Improve the modern logistics system. Vigorously develop the digital economy, improve the level of normalization supervision, and support the development of platform economy.

　　(3) earnestly implement the "two unwavering". Deepen the reform of state-owned enterprises and improve the core competitiveness of state-owned enterprises. Adhere to the direction of classification reform, handle the relationship between economic responsibility and social responsibility of state-owned enterprises, and improve the modern corporate governance of state-owned enterprises with China characteristics. Protect the property rights of private enterprises and the rights and interests of entrepreneurs according to law, encourage and support the development of private economy and private enterprises, support the development of small and medium-sized enterprises and individual industrial and commercial households, and build pro-Qing political and business relations.

　　(4) make greater efforts to attract and utilize foreign capital. Expand market access and increase the opening up of modern service industry. Implement the national treatment of foreign-funded enterprises. Actively promote the accession to high-standard economic and trade agreements such as the Comprehensive and Progressive Trans-Pacific Partnership Agreement (CPTPP), and take the initiative to expand institutional opening in comparison with relevant rules, regulations, management and standards. Continue to play the supporting role of import and export in the economy. Do a good job in the service of foreign-funded enterprises and promote the construction of foreign-funded landmark projects.

　　(5) Effectively prevent and resolve major economic and financial risks. Deepen the reform of the financial system, improve financial supervision, compact the responsibilities of all parties, and prevent the formation of regional and systemic financial risks. Effectively prevent and resolve the risks of high-quality head housing enterprises, improve the balance sheet, prevent disorderly expansion, and promote the steady development of the real estate industry. Prevent and resolve local government debt risks, optimize the debt maturity structure, reduce the interest burden, curb the increase and resolve the stock.

　　(6) Stabilizing grain production and promoting rural revitalization. Stabilize the sown area of grain, do a good job in oil production, and implement a new round of 100 billion Jin of grain production capacity improvement action. Improve the coping mechanism of ensuring supply and stabilizing prices of agricultural materials. Strengthen the construction of infrastructure such as farmland water conservancy and high-standard farmland. In-depth implementation of seed industry revitalization action. Strengthen agricultural science and technology and equipment support. Develop rural characteristic industries and broaden the channels for farmers to increase their income and become rich. Consolidate and expand the achievements of poverty alleviation and resolutely prevent large-scale return to poverty.

　　(7) Promote the green transformation of development mode. Further promote the prevention and control of environmental pollution. We will strengthen the construction of urban and rural environmental infrastructure and continue to implement major projects for the protection and restoration of important ecosystems. Promote clean and efficient utilization of coal and technology research and development, and accelerate the construction of a new energy system. We will improve policies to support green development, develop circular economy, promote resource conservation and intensive utilization, promote energy conservation and carbon reduction in key areas, and continue to fight the battle for blue sky, clear water and pure land.

　　(eight) to protect the basic livelihood and develop social undertakings. Strengthen the construction of housing security system, support the rigid and improved housing demand, and solve the housing problems of new citizens and young people. Promote the balanced development of compulsory education and the integration of urban and rural areas, vigorously develop vocational education, and promote the innovation of higher education. Promote the expansion and sinking of high-quality medical resources and the balanced regional layout. Strengthen the security of old-age care services and improve the policy system of birth support. Safeguard the legitimate rights and interests of women, children, the elderly and the disabled. Do a good job in preferential treatment and pension for military families, retired soldiers and other entitled groups. Prosperity and development of cultural undertakings and industries. Improve the efficiency of social governance. Strengthen production safety supervision and disaster prevention and mitigation. Comprehensively implement the overall national security concept and build a higher level of peaceful China.

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.

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　　CCTV News:As for Brendt Christensen, the suspect in the YINGYING ZHANG case, why did he kidnap or even kill YINGYING ZHANG? What kind of person is he? The American media gradually dug up many details of the suspect Christensen before committing the crime, some of which shocked the outside world.

　　Brendt Christensen, a graduate student in the Physics Department of the University of Illinois at Urbana-Champaign, where YINGYING ZHANG visited and studied, served as a teaching assistant until May 2016.

　　Many students who studied in the physics department said that their impression of Christensen was "completely normal", and they looked calm, friendly and very smart.

　　Lance Cooper, director of the graduate program in the Department of Physics, said that many teachers and students sent emails expressing shock, and people who knew him said that this happened without warning.

　　However, after the FBI searched Christensen’s mobile phone and residence, it found something unusual. In April this year, Christensen visited a website called "Kidnapping 101" and browsed the contents about planned kidnapping and abduction.

　　On June 29th, Christensen also described how he kidnapped YINGYING ZHANG on the phone, and this conversation was monitored by the FBI.

　　In addition, he once went to the website of "fetish life" and still registered on the dating website to find a so-called girlfriend after marriage, claiming that he was married, but he could accept multiple partners.

　　What’s even more incredible is that the American News reported that after YINGYING ZHANG was kidnapped, on June 29th, the university held a "Walking and Concert to Pray for YINGYING ZHANG’s Safe Return to Home". Christensen was already under the surveillance of the FBI, and even appeared at the event site, attended the concert, and then left halfway. A teacher who met him at that time recalled, "I thought he smiled strangely, but I didn’t think too much at that time."

　　The first "going to court" is only nine minutes, and it is basically going through the procedure.

　　It was reported on July 4th that the first court hearing on the 3rd lasted only nine minutes. What details are worthy of attention? What are we going to do at the next hearing? What charges and sentencing does the suspect face? Wang Zhidong, a Chinese lawyer who provides legal aid to YINGYING ZHANG’s family, explained these problems.

　　According to Wang Zhidong’s lawyer, the result of the first "trial" was basically normal. During this period, the judge asked both parties how much time they needed to prepare for the trial. The prosecution said that they were ready, and the defense said that they needed more time to prepare. So the judge gave several different dates and times to choose, and with the approval of the defense lawyer, the trial was held again at 3 pm on the 5th.

　　At the first hearing, the prosecution made it clear that it wanted to keep the suspect in custody — — Strictly speaking, the first hearing announced that the suspect was "temporarily not allowed to be released on bail", which was equivalent to "remanded for trial". The defense lawyer said that it would take time to consider the bail application, and the next hearing could determine the bail issue.

　　The next hearing will also continue to follow legal procedures, mainly to solve two problems: first, will the suspect cause harm to others in the community? Second, will the suspect escape?

　　In addition, it is understood that the prosecution is currently suing the suspect Christensen in the federal court for "kidnapping" — — If convicted, he will face life imprisonment.

　　Once the prosecution has more important evidence to prove that the suspect killed YINGYING ZHANG in the future, it may charge him with "murder" — — If convicted of murder, the maximum sentence can be death.

　　According to the data of the Ministry of Industry and Information Technology, in the first quarter of this year, the 12321 Internet Bad and Spam Reporting Acceptance Center received more than 150,000 complaints about harassing calls and text messages. Recently, the Ministry of Industry and Information Technology has taken decisive measures against all kinds of harassing calls and information chaos.Provisions on Management of Communication Short Message and Voice Call Service (Draft for Comment)Open for comments!

　　I believe everyone has felt this way.

　　Be harassed by different types of spam or phone calls.

　　Unsubscribe It’s useless at all

　　Complaints? Have a poor effect

　　Be overwhelmed but helpless.

　　Now the Ministry of Industry and Information Technology has decisively attacked.

　　solicit public opinions

　　Strive to give users a clean cyberspace.

　　Three main points and three barriers to build information security firewall

　　Please check the following points.

　　↓ ↓ ↓ ↓

　　Three main points

　　1. Any organization or individualWithout the user’s consent or request, or if the user explicitly refuses, no commercial short message or commercial telephone call shall be sent to him..

　　2. UsersWithout explicit consent, it shall be regarded as rejection..

　　3. UsersAfter agreeing, he explicitly refused to accept it., should stop.

　　It is clearly stipulated that short message service providers send port-type commercial short messages,It should be ensured that the relevant users have agreed or requested to receive it., and keep the user consent certificate for at least five months.

　　Short message service providers shall not change the use of telecommunication network code numbers without authorization., the port used to send business management and service short messages shall not be used to send commercial short messages, and users shall not be restricted from receiving business management or service short messages without justifiable reasons.

　　Three barriers

　　1. SMS and telephone service management platform,Once similar problems are found, actions can be taken against enterprises that have such behaviors, including restricting or suspending their communication functions.

　　2. The Ministry of Industry and Information Technology will organize the establishment of a national unified"Call Rejection" platformTo guide relevant organizations or individuals to respect users’ wishes and standardize commercial telephone calls.

　　3. The 12321 Acceptance Center is responsible for the follow-up user complaints and handling procedures.

　　For complaints with complete and accurate information, the 12321 acceptance center shall, after receiving the complaint.3 working daysTransfer it to relevant enterprises for verification and handling. Relevant enterprises shall take timely measures after verification, and15 working daysFeedback to the 12321 acceptance center. After receiving the disposal result, the 12321 acceptance center3 working daysFeedback the processing result to the user.

　　In addition, the Opinions are also correct.Ming Ming knows not to do, but deliberately violated.Enterprises to take administrative fines and other disciplinary measures, including10,000 yuan to 30,000 yuan.Fine,Revocation of telecom business license, and the basic telecommunications business operators and mobile communication resale business operators who shoulder the management responsibility will also bear the consequences of being warned and fined if they turn a blind eye to such behaviors.

　　Spam has been a headache for a long time.

　　Some people may say.

　　Spam and phone calls

　　Why don’t we just ignore it?

　　However, in fact

　　Its harm is far greater than we expected.

　　On the one hand, all kinds of advertising information without nutrition are overwhelming, which "bombs" our mobile phones in turn, seriously disturbing users’ lives. Some users can receive dozens or even hundreds of spam messages a day, which is really annoying. They can only download special shielding software or simply turn off their mobile phones.

　　On the other hand, these junk messages and phone calls are like "cockroaches" in the information age, which are difficult to eradicate and are a headache.

　　Want to get some peace by unsubscribing?

　　Things are far from simple as you think.

　　The "thousand-layer routine" here is unpredictable.

　　Although in general, SMS will set an unsubscribe prompt, such as "Reply ‘ TD’ Or ‘ T’ You can unsubscribe, but most of the time, no matter what the user replies, the advertisement is still issued correctly. The so-called reply unsubscribe is just a decoration.

　　If the harassment of life by spam and telephone calls is only at the entry level, we can also ignore it, and many fraud and criminal short messages mixed with various kinds of information are more hidden and dangerous.

　　Generally speaking, spam that constitutes fraud falls into two categories:One is to use "pseudo base station" to disguise the number as information from official numbers such as banks and operators, which often contains links to embedded Trojan horses and other systems. When users open this connection, their own information is attacked and stolen, thus causing users’ property losses. This kind of junk information is often disguised as recharge or point redemption to lure users to click.

　　The other is junk information with false content information.This kind of information often does not contain phishing links, but its information content itself is confusing. This kind of information often involves recruitment or investment information, and seeks illegal benefits by luring users to participate in recruitment or investment.

　　For example, in August this year, the Intermediate People’s Court of Taizhou City, Zhejiang Province sentenced a serious online fraud case. Criminal suspects cheat all over the country by publishing false recruitment information of part-time employees in Tik Tok and collecting part-time membership fees. The amount of fraud reached 316 million, with nearly 2 million victims.

　　The above examples are just the tip of the iceberg of online fraud cases caused by false information on the Internet, but in China, this form of fraud causes great economic and social harm every year.

　　According to the data of the Ministry of Public Security, as of November 2019, 118,000 cases of telecommunication network fraud were cracked nationwide, up 62.7% year-on-year; 99,000 suspects were arrested, up 135.6% year-on-year. Because of the low cost and wide spread of crime, online fraud with false information and information as the carrier has become a major social cancer that must be severely cracked down in today’s society.

　　This also makes it more necessary for the Ministry of Industry and Information Technology to strike hard.

　　The world has suffered for a long time, but why is it always forbidden?

　　In fact, the 12321 website that can report spam has already been established, but this kind of chaos has always existed. The main reasons are as follows.

　　One is the silence of some audiences.

　　Faced with the harassment of spam and telephone calls, many audiences choose to make peace, endure harassment silently, or use software to block keywords. This connived at the further development of chaos to a certain extent.

　　Second, the illegal cost is too low.

　　Even if the audience can’t bear to choose to report and succeed, the most serious punishment for waiting for the spam manufacturer is that the company is cancelled. All the company owners need to change their names and surnames and re-register to return to their old jobs.

　　Third, the use of SMS is convenient and there is no threshold.

　　Because the sender of short messages does not need to establish a friend relationship with the receiver, they can send them as long as they have the number, which provides great convenience for the wide use of short messages.

　　However, the binding of various banking and social security information can only be notified by SMS, which provides a broad use space for SMS. The binding with similar institutions also provides some deception for false information.

　　Design should be able to test the determination and wisdom of law enforcers.

　　After the Ministry of Industry and Information Technology released the relevant opinion draft,

　　There was a heated discussion on the Internet.

　　Some people spit out the life that is plagued by spam.

　　Some people also called for the relevant regulations to land as soon as possible.

　　As can be seen from the comments of netizens,

　　The treatment of spam has reached the moment when we must strike hard.

　　But it should be noted that

　　Is the system design reasonable and rigorous?

　　It is only a condition for achieving results.

　　prior

　　How to completely cut off the whole interest chain?

　　Only by thoroughly disintegrating the interest soil where junk information breeds.

　　The chaos of spam flooding can be effectively cured.

　　Cctv news(Reporter Xu Hui): On August 31st, Shijiazhuang Municipal Market Supervision Administration announced five typical cases of price violation during the epidemic.

　　Since the outbreak of the epidemic, Shijiazhuang Municipal Market Supervision Administration has closely focused on the daily necessities such as grain, oil, meat, eggs, milk and vegetables, which are closely related to people’s daily lives, strengthened price supervision, issued the Notice on Regulating Price Behavior during the Prevention and Control of the Epidemic, set up a special inspection team, and quickly investigated and dealt with 43 price violations such as price gouging and unmarked pricing, and continued to maintain the high-pressure situation of cracking down on the key areas and fully safeguarding market order.

　　Case 1: Shijiazhuang qiaoxi district Hebei Shuilucky chance Trading Co., Ltd. was suspected of price fraud.

　　On August 28, 2022, Hebei Shuilucky chance Trading Co., Ltd. (Vegetable Zone 2 of qiaoxi district Vegetable Wholesale Market) sold cabbage dishes with the marked price inconsistent with the sales price. The price bulletin board was 0.8 yuan/kg. After verification, the actual sales price was 1.2 yuan/kg, and the parties involved were suspected of price fraud. On 28th, qiaoxi district Municipal Market Supervision Administration filed a case, which is currently under investigation and disposal. According to Articles 14 and 41 of People’s Republic of China (PRC) Price Law and Articles 7 and 16 of Provisions on Administrative Penalties for Price Violations, it was ordered to make corrections, refund the overcharged price within a time limit, confiscate the illegal income, and impose a fine of 20,000 yuan.

　　Case 2: Yichengcheng Food Store in qiaoxi district, Shijiazhuang City is suspected of driving up prices.

　　On August 27th, 2022, Yichengcheng Food Store in qiaoxi district, Shijiazhuang City (Area E, Dongshen Dongli Market, No.77 Weiming South Street) sold vegetable 78 yuan/serving (weighing 4,000g) and pork/serving (weighing 1,500g) at a price significantly higher than that on August 24th, which pushed up the prices of vegetables and meat, and the parties involved were suspected of driving up prices. On the 27th, qiaoxi district Municipal Bureau of Market Supervision filed a case, which is currently under investigation and disposal. According to Articles 14 and 41 of People’s Republic of China (PRC) Price Law and Articles 6 and 16 of Provisions on Administrative Penalties for Price Violations, it was ordered to make corrections, refund the overcharged price within a time limit, confiscate the illegal income, and impose a fine of 20,000 yuan.

　　Case 3: qiaoxi district Wu Mou British Vegetable Store in Shijiazhuang City is suspected of driving up prices.

　　On August 26th, 2022, qiaoxi district Wu Mou Ying Vegetable Store (Huarong Market, No.9 Dongma Road) in Shijiazhuang sold zucchini (2.6 yuan/kg, 3.5 yuan/kg) and celery (2.6 yuan/kg, 3.5 yuan/kg), and the prices were significantly higher than those on August 24th, which pushed the vegetable prices up too high. On 26th, qiaoxi district Municipal Bureau of Market Supervision filed a case on suspicion of price gouging, which is under investigation and disposal. According to Articles 14 and 41 of the Price Law of People’s Republic of China (PRC) and Articles 6 and 16 of the Provisions on Administrative Penalties for Price Violations, it was ordered to make corrections, refund the overcharged price within a time limit, confiscate the illegal income and impose a fine on 200 yuan.

　　Case 4: Wei Mou, a comprehensive market in White, Yuhua District, Shijiazhuang City, was suspected of operating vegetables without clear price tag.

　　On August 28, 2022, the vegetables sold by Wei in the White Comprehensive Market in Yuhua District were not clearly marked, which was suspected of violating the relevant provisions of the Price Law. On the 28th, Yuhua District Market Supervision Administration has filed a case, which is currently under investigation and disposal. According to Article 13 of the Price Law of People’s Republic of China (PRC) and Article 13 of the Provisions on Administrative Penalties for Price Violations, it is ordered to make corrections, and it is planned to confiscate the illegal income and impose a fine on 1000 yuan.

　　Case 5: The case of "fresh vegetables with peace of mind" in Xinhua District, Shijiazhuang City was suspected of driving up prices.

　　On August 29th, 2022, Meituan APP’s "Fresh Vegetables" store was suspected of driving up prices to sell vegetables and operating prepackaged foods without permission, which was suspected of violating the relevant provisions of the Price Law and the Food Safety Law. On the 29th, Xinhua District Market Supervision Administration has filed a case, and the store has been ordered to suspend business for rectification, and the follow-up handling of the case is under further investigation.

　　In the next step, Shijiazhuang Municipal Market Supervision Administration will earnestly perform its duties and responsibilities, continue to strengthen inspection and supervision, focus on the illegal prices of daily necessities, protective products and disinfection products, and comprehensively strengthen the work of epidemic prevention and control in the field of market supervision to maintain market order stability and protect the legitimate rights and interests of consumers.

　　Screenshot of intermediary hanging house

　　Sean

　　Sean and Tiantian

　　Sina Entertainment News Sean, who became a new "male god" because of "Where is Dad?", can be said to have experienced a roller coaster life in the second half of last year. Not only did the number of fans in Weibo increase from 100,000 to more than 17 million, but it was reported that the appearance fee also soared from 5,000 to nearly one million. Recently, Sina Entertainment found that Sean’s two-bedroom apartment in Fengtai District appeared in a second-hand housing sales website. It was learned from insiders that Sean was really worried about his son’s going to school every day recently, and he also considered changing a house to let his children receive a better education. Some insiders even revealed that Sean had spent tens of millions to buy a new house.

　　The audience who are familiar with the program "Where is Dad Going?" should remember that Sean’s residence was exposed as early as the first phase of the program. The residence is located in the Zhonghaicheng property of Chengshou Temple in Fengtai District, Beijing, next to Metro Line 10. The layout of the house is quite warm, and the decoration and furniture style are fresh and idyllic in Europe.

　　Recently, Sina Entertainment suddenly found out in a house buying and selling website that Sean’s small home has been hung up by an intermediary. In the column of house information, it says that the building area is 96.9 square meters, with 2 bedrooms, 1 living room, 1 kitchen and 1 bathroom, with a total price of 4.5 million yuan, or 46,440 yuan per square meter. In this house sale information, there are also photos of each room, which is the clearest among the photos exposed by Zhang Liang’s family.

　　Sina Entertainment learned from an insider that Sean was really worried about his son’s going to school every day recently, and he also considered changing a house to let his children receive a better education. Even an insider revealed that Sean had spent tens of millions to buy a new house. In this regard, Sean’s staff responded to Sina Entertainment’s inquiry, saying that they were not very clear about the artist’s family, and it was not easy to ask.

　　Hangzhou, 13 April (Reporter Liu Leping) On the morning of the 13th, the Standing Committee of the Provincial Party Committee held a meeting to further study and implement the spirit of the important speech delivered by General Secretary of the Supreme Leader at the ninth meeting of the Central Financial and Economic Committee, deepen the research and deployment, strengthen the supervision of the platform economy, and promote the healthy and sustainable development of the platform economy.

　　Yuan Jiajun, secretary of the provincial party committee, presided over.

　　The meeting pointed out that since the Central Economic Work Conference last year, the General Secretary has published a series of important expositions on promoting the standardized, healthy and sustainable development of the platform economy, especially at the ninth meeting of the Central Financial and Economic Committee, which pointed out the way forward and provided fundamental follow-up for the better development of the platform economy in the new development stage. We should thoroughly understand the spirit of the General Secretary’s important speech, resolutely unify our thoughts and actions with the spirit of the General Secretary’s important speech, further improve our political stance, strengthen our political responsibility, resolutely implement the major decision-making arrangements of the CPC Central Committee and the State Council on promoting the healthy and sustainable development of the platform economy, and resolutely achieve the "two safeguards" with practical actions.

　　The meeting stressed that it is necessary to comprehensively and accurately understand and grasp the spiritual essence and core essence of the series of important expositions of the General Secretary on promoting the healthy and sustainable development of the platform economy, and firmly grasp the correct direction of promoting the healthy and sustainable development of the platform economy. We should profoundly grasp the increasingly prominent position and role of platform economy from the overall situation of China’s economic and social development, and fully understand that platform economy is an important aspect of improving China’s international economic competitiveness and influence; Grasp the overall considerations, working principles and key tasks of the healthy and sustainable development of platform economy norms from the strategic height of building a new competitive advantage of the country, adhere to the correct political direction, pay equal attention to development and norms, focus on the long-term, take into account the current situation, fill shortcomings, strengthen weaknesses, establish and improve the platform economy governance system, strive to create an innovative environment, and strive to solve outstanding contradictions and problems.

　　The meeting fully affirmed that since last year, our province has issued 20 regulations on platform economy, launched "Zhejiang Fair Online", and the rectification work of enterprises has been promoted in an orderly manner, emphasizing the need to do a good job in rectification and implementation, further strengthen coordination, urge and guide Alibaba and Ant Group to comprehensively rectify, compact the main responsibility of enterprises for rectification, and ensure that rectification tasks are completed on time and with high quality. It is necessary to do a solid job in stabilizing social expectations and market expectations, comprehensively promote platform enterprises in the province to enhance compliance awareness, strengthen compliance management, improve the compliance system, achieve standardized development, and effectively protect the rights and interests of platform market entities.

　　The meeting emphasized that the standardized development of the platform economy is a milestone and a major opportunity to enhance competitiveness and move towards high quality. We should continue to be in the forefront and set a good example in promoting fair competition in platform economy, regulatory innovation and enterprise competitiveness as a whole, and make new contributions to the overall development of the country. We must firmly shoulder the mission of "important window", adhere to the correct political direction, pay equal attention to development and standardization, adhere to the "two unwavering", adhere to the guidance of digital reform, build a dynamic and innovative institutional environment, establish and improve the platform economy governance system, coordinate development and safety, and comprehensively enhance the competitiveness of platform economy innovation. We will take the lead in building rules and regulations, comprehensively strengthening the key technologies at the bottom, guiding platform enterprises to better serve the real economy and the entrepreneurial innovation of small and medium-sized enterprises, building "industrial brain+future factory" and "urban brain+future community", promoting the healthy and sustainable development of financial technology norms, comprehensively strengthening and innovating platform economic supervision and improving the intelligent supervision mechanism of the whole chain, and promoting the platform economy to better serve the overall situation of the country, the leading province of socialist modernization and the demonstration zone of common prosperity with high quality development, and better serve.

　　Editor’s note:Qiangdi is one of the most common images in Tang poetry, and it is also an important cultural symbol of the communication and integration of all ethnic groups in history. Ma Rong wrote in Flute Fu: "In modern times, the double flute started from Qiang, but the Qiang people did not cut bamboo"; Wang Zhihuan’s "Liangzhou Ci": "Why should the Qiangdi blame the willow, the spring breeze does not pass Yumenguan". The ethnic memory and cultural tradition of Qiangdi are deeply engraved in the cultural history of the Chinese nation. It is a musical instrument for rejoicing and rejuvenating, and it is also a witness of ethnic blending.

　　▲ Qiang flute playing. Qiangdi is an ancient single-reed musical instrument in China. Legend has it that it was invented by Qiang people who wandered in the northwest plateau during the Qin and Han Dynasties, and it has a history of more than 2,000 years. Today, the Qiang flute, which is popular in the Qiang people’s residential area of Aba Tibetan and Qiang Autonomous Prefecture in northern Sichuan, is mainly used for solo. There are more than ten ancient tunes with a wide range of music contents, which mainly convey the yearning of the Qiang people. On May 20th, 2006, the performance and production skills of Qiangdi were approved by the State Council and included in the first batch of national intangible cultural heritage list. (Source: Tencent)

　　How popular was Qiangdi in the Tang Dynasty? Ye Tingxuan’s "Sea Records Broken Things" records that Xuanzong of the Tang Dynasty was on the verge of collapse, and specially instructed the courtiers to give the purple Yu Di that they often played to Daizong. Lu Zhao’s "Yi Shi" said that people in Yuezhou (Shaoxing City, Zhejiang Province) paid a lot of money to hire Li Mo, the first flute player, to play from Chang ‘an, the capital of the capital. After Li Mo arrived in Yuezhou, it caused a sensation, and local prominent people paid a lot of money to listen to him play the flute. Li Qi’s Ancient Meaning, Li Bai’s Listening to Han Shi’s Imperial Flute in Jinling, Du Fu’s Boating in the West of the City, Cen Can’s a Song of White Snow in Farewell to Field-Clerk Wu Going Home, etc., often write stories about the Tang people’s pleasure in the Qiang flute, so that Mr. Lin Geng praised the Tang poetry in the article "The vitality and new essence of poetry" that "as long as you meet the flute, it seems that you will never become a good sentence". It can be seen that Qiangdi is popular with the Tang people.

　　▲ Eastern Han pottery flute figurines. In Han Dynasty, the distinction between flute and Xiao was not obvious. Xiao was called "Shu", also known as "vertical Shu". It was not until the Tang Dynasty that the flute with six holes and bamboo film began to appear, and the flute was officially separated. Today, our common saying "playing flute horizontally and flute vertically" began in the Tang Dynasty. The Song Dynasty’s "Zhu Xi’s Quotations" also recorded: "The person who plays the flute today is the ancient flute, but the flute is the ancient flute." (Source: Chengdu Museum)

　　Qiangdi was popular in the Tang Dynasty, but it was not introduced into the hinterland of the Central Plains in the Tang Dynasty. When Qiangdi was introduced into the Central Plains is unknown in history. However, Ma Rong’s "Flute Fu" said that Qiu Zhong in the period of Emperor Wu of the Han Dynasty knew the source of the flute, and quoted him as saying that "the modern double flute started from Qiang". In addition, Ying Shao’s Custom Tongyi and Xu Shen’s Shuowen Jiezi mentioned Qiangdi, Song Shu said that there was a record of Zheng Di in the Han Dynasty, and the Book of the Later Han Dynasty recorded that Emperor Ling of Han was fond of Hu Di, which was followed by nobles. It can be seen that Qiangdi should be introduced into the Central Plains in the Han Dynasty. It may have been introduced when Emperor Wu of the Han Dynasty opened up Longyou and the Western Regions. These two places are the main settlements of the Qiang people. After Emperor Wu of the Han Dynasty opened Longyou and the Western Regions, a large number of exotic foreign bodies such as wine, bloody BMW, and the illusion of Manyan fish and dragons began to flood into the hinterland of the Central Plains. As a treasure of Qiang culture, Qiang flute was probably introduced to the Central Plains at this time.

　　▲ Picture brick of Maruko Banquet Dance in Han Dynasty, unearthed in Anren, Dayi in 1972, collected in Sichuan Museum.

　　After the Qiang flute was introduced into the Central Plains, it was transformed by musicians, and its shape changed from three holes to four holes, five holes, six holes, seven holes, and so on. The materials and lengths of the flute tubes were varied. People also call it the flute, the flute, the Yu Di, the twelve-rhythm flute, the transverse flute, etc. Only Chen Yang’s Le Shu records 17 different flute names. At the same time, the Qiang flute has become the tradition of China flute. Although there are many opinions about the origin of China’s flute in academic circles, up to now, the article "Qiangdi" in Duan Yucai’s Notes on Shuowen Jiezi says that "both flute and Qiangdi originated from Qiang, and Han Qiuzhong did it because Qiang people cut bamboo, so it is still reliable". Poets in the Han and Tang Dynasties often mix the flute with the Qiang flute, such as Li Bai’s "Smelling the Flute in Qingxi at Midnight" and Gao Shi’s "Listening to the Flute on the Plug", etc., with the title of writing the flute, but actually chanting the Qiang flute; Lu Yanji notes that "the flute starts in Qiang" in the Northern Expedition of General Yong Huo. Duan An Festival’s Yuefu Miscellany says: "The flute player is also a strong musician". In the Tang Dynasty, an anonymous writer, Di Fu, said that the flute "Jue Cao originated from the Qiang head". Therefore, we have reason to believe that Qiangdi is the source of China’s flute, and the flute mentioned by poets in Han and Tang Dynasties is Qiangdi.

　　▲ The "Music and Dance Map" stone relief unearthed from the Han stone relief tomb in Miaoshan, Xuzhou. On the left of the long-sleeved dancer in the picture, there is a man sitting on the ground, clapping his hands and singing. On the right of the dancer, there is a man playing the piano, and there are accompaniment players such as flute player, flute player and flute player behind him. (Source: Xuzhou Museum official website)

　　The change of shape has enhanced the expressive force of Qiangdi and rapidly promoted its musical status. As early as the Wei and Jin Dynasties, Qiangdi became a harmonious musical instrument for temples and banquets. The Book of Jin said: "On the banquet hall, there is a bell hanging without a box, and the flute has a certain tune, so all the string songs are correct from the flute." Qiangdi was widely used by Wei Jin people for "miscellaneous quotation, harmony of various songs", gradually entered the daily life of literati, became their entertainment program, and also became an important theme of their creation, resulting in many masterpieces such as Ma Rong’s Flute Fu, Li You’s Ming of Flute, Cao Pi’s Good Deeds and so on. In the Northern and Southern Dynasties, poets wrote the Qiang flute into frontier poems, such as Dai Hao’s "Join the Army", "The Qiang flute hisses in the pipe" and Zhang Zhengjian’s "Longtoushui", and the Qiang flute has become a cultural symbol for poets to show their customs beyond the Great Wall.

　　In the Tang Dynasty, people’s love for Qiangdi was unprecedented. There are four main reasons:

　　First, the pithy and moving flute sound. In the Tang Dynasty, the Qiang flute was mainly composed of five holes and seven holes. The article "flute" in Tongdian Lesi says: "Today, the flute is used to snap. Those who add it are called righteous flutes. " Chen Yun’s "Le Shu" recorded the meaning of the flute as follows:

　　And in the picture, it is explained that "the righteous flute is like a horizontal flute, and it is added, and the west beam is also happy." Tang Dynasty’s "The Flute Sounds Like a Long Yin Fu" said that the flute "has four holes and five tones". It can be seen that there were indeed five-hole Qiang flutes in the Tang Dynasty. Shan Li’s annotation of Flute Fu said: "Flute has seven holes. One foot four inches long. Today’s flute is also. " It can be seen that the seven-hole Qiangdi also spread to the Tang Dynasty. The number of holes and the length of flutes of these two kinds of Qiangdi exceed the original three-hole Qiangdi, and their expressive force is more prominent, which can blow out a variety of pithy and moving flutes.

　　▲ The Mogao Grottoes played flute in Cave 329 in the early Tang Dynasty. In the picture, the geisha music flies in the sky and plays the flute, with a graceful posture and agility. (Source: Netease)

　　For example, the voice of Qingyue Yifa. Li Zhao’s Supplement to the History of the Tang Dynasty said: "Li Zhou did a good thing, tasted the smoke and bamboo in the village, cut it off as a flute, and it was as hard as stone to leave Li Mou. The flute is the best in the world, and the river is flooded on a moonlit night. The Weizhou blows it, and Liao Liang escapes and goes to Yun Biao. " Lu Zhao’s "Yi Shi" records that Yuezhou literati praised Li Mo’s flute as "it is better to be happy in the sky than in the sky". The words "Liao Liang’s Qing Yue", "Liao Liang’s Yi Fa" and "Jun Tian’s Joy" indicate that Qiangdi can emit the general Yi Yun of Yue Xian. The royal family in Li Tang worships Laozi as the ancestor, worships Taoism, and cultivates Taoist aesthetic psychology with nothingness, indifference and adaptability as its beauty. This kind of escape rhyme of Qiangdi is in line with the aesthetic standards formed by the Tang people based on Taoist philosophy, thus winning their favor.

　　For example, the sound of weeping and resentment. Hu Zhenheng’s "Tang Yin Gui Qian" said: "Xuanzong was lucky in Shu and went to Luogu, which was called Gao Lishi: ‘ I don’t need Zhang Jiuling’s words, so far. ’ Play a tune on the flute and shed tears. Later, the company recorded it into music, and asked for the title of the song, saying: ‘ Because I think about nine years old, I can call this song "Death of Immortal Hatred". ’ Its sound is bitter, and all the songs are Moby. " Li Bai’s "Watching Hu People Play the Flute": "Hu people play Yu Di, half of which is Qin sound. In October, Wu Shanxiao, plum blossoms fall into the pavilion. When I smell the saiqu, I am full of tears. But I look at Chang’ an Road and miss the main feelings. " Whether it is a high-ranking official, even the supreme Emperor Xuanzong of the Tang Dynasty, or Wang Changling, Li Bai, Du Fu and other literati, as well as ordinary people, they are inevitably frustrated in their lives. The wailing sound of Qiangdi often becomes a good medicine to heal their broken hearts, so they generally like Qiangdi.

　　For example, the sound of joy is sparse. Wang Wei’s "Liangzhou Competition God" wrote that the athletes outside Liangzhou played the rushing and joyful Qiang flute to enhance the atmosphere of the game; Li Bai’s "Leave a gift to Cui Xuancheng after the chaos" said that Cui Qin often sat on the Hu bed and played the purple Yu Di to entertain him, and the flute resounded through the sky, making him extremely happy and entertaining. Cen Can’s "a Song of White Snow in Farewell to Field-Clerk Wu Going Home" and "but we drink to our guest bound home from camp, and play him barbarian lutes, guitars, harps" convey the rapid and cheerful sound of the Qiang flute. It can be seen that the joyful and bright sound of Qiang flute is also an indispensable program for Tang people to feast and entertain.

　　▲ "Tang Palace Music Map". This picture is a silk ink painting created by an anonymous person in the Tang Dynasty, which is now in the National Palace Museum in Taipei. The picture depicts a group of women in the palace feasting and having fun around the console table, and the women are playing and drinking happily. (Image from the Internet)

　　Second, rich and touching flute music. Hu Zhenheng’s Tangyin Guiqian said that the repertoire of Qiangdi was "the same as that of those who played the flute, flute and flute." There are more than forty songs, such as hentai and Happy Tree. See the Prelude ". In addition to these ancient songs, the Tang people also created many touching flute songs, such as "Death of Immortal Complaints", "Alandui", "Litchi Songs" and "Six Weeks". The expressive Qiang flute plays these heart-warming flute tunes, and when the Tang people listen to them, they are often "full of salt and shock, and the doubt is suddenly in the field." When you are sad and clear, you will forget your worries; Imagine that things are like clouds, which makes them linger and put it down.

　　Third, powerful people love Qiangdi. The royal family of Li Tang is imbued with the blood of the northern minorities, and pursues the ethnic policy of Hu Han’s family. They have an open and inclusive attitude towards foreign bodies. Especially between Kaiyuan and Tianbao, Emperor Xuanzong of the Tang Dynasty knew the melody and loved the Qiang flute. He was not only good at playing the Qiang flute, but also knew the flute rhythm and created many touching flute music. Under their influence, nobles, nobles, citizens and ordinary people generally like Qiangdi. For example, Wei Chiluo’s "The Story of China and North Korea" said: "There are many birds in Mount Li, and it is called Alandui. The Ming emperor imperial Yu Di, adopted its voice and translated it into a song, which was sung by both sides. It is broadcast far and near, and people compete to play with the flute effect. " "Tai Ping Guang Ji" records that Emperor Xuanzong of Tang Dynasty especially liked Hu Xiao, a disciple of Liyuan who was good at playing the Qiang flute. Hu Xiao was arrested for committing a crime, and Tang Xuanzong specially ordered him to be released. As the saying goes, it is necessary to be good in the world. Driven by the powerful people represented by Emperor Xuanzong of the Tang Dynasty, Qiangdi attracted the attention of the Tang people, and its prosperity was unprecedented.

　　▲ "Han Xizai Night Banquet" part. The Picture of Han Xizai’s Banquet was painted by Gu Hongzhong in the Southern Tang Dynasty. The existing copy of the Song Dynasty and the silk version are colored, and are now in the Palace Museum in Beijing. The above picture shows the ensemble of wind music. In the picture, five musicians sit in a row horizontally, each with its own dynamics. Although they are in the same row, there is no sense of stagnation. (Image from the Internet)

　　Fourth, the promotion of teaching workshop institutions. Cui Lingqin’s "Jiaofang Ji" records that both Xijing Chang ‘an and Tokyo Luoyang set up special music institutions in the Tang Dynasty — — Jiaofang The teaching workshop is divided into two parts: left and right. According to the textual research of Ren Bantang’s Notes on Jiaofang, "In addition to the left and right Jiaofang in Xijing, there are also Jiaofang in Zhannei, which belongs to the Propaganda Department and is in Xuanping Square". Handsome civilians can be selected to teach songs and dances, musical instruments and so on. Qiangdi is one of the courses in Jiaofang. The teaching workshops in the Tang Dynasty were very large in scale. Although they were not all responsible for practicing Qiangdi, there should be a large number of them. People in the Tang Dynasty lived in Chang ‘an, and at night they often heard musicians practicing their flutes. For example, Wang Shu’s "Tang Yu Lin" said, "Wang Zhen is too often Qing. Early in the morning, I heard the people in Yongxing playing the flute and asked: ‘ Are you too happy? ’ Yue: ‘ However ’ " . It is self-evident that the establishment of Jiaofang has played an important role in the spread of Qiangdi. What’s more, the musicians in the workshop can take time to perform outside the workshop, such as Li Mo playing flute in Yuezhou and Guazhou, which is more conducive to the spread of Qiangdi. After the Anshi Rebellion broke out, the musicians in Jiaofang were either taken to the north or wandered around, and the Qiang flute spread all over the Central Plains with their footsteps.

　　▲ Tang Tri-colored Camels carrying musical figurines were unearthed in the Tang Tomb of Zhongbao Village in the western suburbs of Xi ‘an, Shaanxi Province in 1959, and are now in the Shaanxi History Museum. In the picture, seven male musical figures are holding sheng, pipa, flute, clapper, harp, flute and Xiao respectively, with a woman singing and dancing in the middle. The figurine is novel in shape and lifelike in image, and is known as the masterpiece of tri-colored figurines in Tang Dynasty. (Source: Xinhua News Agency)

　　To sum up, the change of shape has given Qiangdi a stronger expressive force, making it have a bright and pithy sound quality, and playing many refreshing, sad and glamorous flute music; In addition, the powerful and noble people loved the Qiangdi and the promotion of teaching workshops. Qiangdi successfully captured the favor of the Tang people and was deeply embedded in their daily life and spiritual world. Literati engaged in literary activities by appreciating, hearing and writing Qiangdi, which was very active in the Tang Dynasty. The reaction of literature has accelerated the spread of Qiangdi. In the end, Qiangdi became one of the best popular musical instruments in the Tang Dynasty and successfully integrated into the splendid cultural river of the Tang Dynasty.

　　About the author:

　　Long Zhenghua, Doctor of Literature, Xiamen University, is a young teacher in the School of Humanities, Tongren University. His main research field is China ancient literature.

　　Producer | Yang Xinhua

　　Coordinating | Kang Kunquan, Hu Jun, Liu Jia

　　Writing | Chen Hailong

　　Editor | Guo Hui

　　Production | Hu Qi

The following article comes from pediatrician Hu Liang and author Hu Liang.

Pediatrician Hu Liang.

Allergy doctor, popular science author

Author: Hu Liang

Youth Committee of Asthma Group of Pediatric Branch of Chinese Medical Association/Youth Committee of Chronic Cough Group of Pediatric Branch of Chinese Medical Association

Sina Weibo is a popular blogger/serving thousands of allergic patients.

Every autumn, many people will encounter allergic symptoms such as itchy nose, itchy eyes, cough, itchy skin and even difficulty breathing. This seasonal allergy is called autumn pollinosis. According to the data of the World Health Organization (WHO), about 10-30% of the global population is affected by seasonal allergic rhinitis. So, why are we allergic to pollen? How to prevent and treat it?

01

What is hay fever?

Hay disease, also known as seasonal allergic rhinitis, is an allergic reaction caused by plant pollen. Pollen is a tiny powdery substance, which is the male reproductive cell of plants and is used for pollination and reproduction. Pollen will enter the air when it is spread by wind, insects or other media. If these pollen are inhaled or come into contact with our eyes, nose, skin and other parts, it may trigger an overreaction of the immune system and lead to various discomfort symptoms.

02

Why are hay fever frequent in autumn?

1. The peak of plant pollen: Autumn is the peak of pollen for many plants, especially weeds. Common sensitized plants include ragweed, wormwood, Humulus Humulus, Chenopodiaceae and so on. The dry weather and strong wind in autumn make it easier to spread pollen into the air, which leads to more frequent contact with pollen.

2. Allergic reaction of immune system: The human immune system was originally used to protect us from harmful substances, but for some people, their immune system mistakenly regards pollen as an "intruder" and produces antibodies to fight against these pollen. This process releases a chemical called histamine, which causes allergic symptoms such as stuffy nose, runny nose, sneezing and itchy eyes.

3. Genetic and environmental factors: Allergic constitution has a certain genetic tendency. If parents or family members have a history of allergies, the possibility of allergies in their children will also increase. In addition, environmental factors such as air pollution, indoor and outdoor temperature difference, etc., may also aggravate pollen symptoms.

03

Common symptoms of hay fever

The symptoms of autumn pollinosis are diverse, and the common ones are:

Nasal symptoms: runny nose, stuffy nose, sneezing, itchy nose, etc.

Eye symptoms: itchy eyes, tears, redness, conjunctivitis, etc.

Respiratory symptoms: cough, itchy throat, asthma, etc.

Skin symptoms: itchy skin, rash, urticaria, etc.

These symptoms may affect daily life and work, so timely prevention and treatment is particularly important.

04

How to prevent autumn pollinosis?

1, reduce contact with pollen:

Pay close attention to the pollen index: you can know the daily pollen concentration through weather forecast or special pollen monitoring website, and try to reduce outdoor activities during the pollen peak period.

Avoid going out during peak hours: pollen concentration usually peaks in the morning and evening, so try to avoid going out during these hours.

Close doors and windows: In the high pollen season, try to close doors and windows and use air conditioners or air purifiers to keep indoor air clean.

2. Maintain personal hygiene:

Wash your face and hands frequently: After going home, wash your face and hands in time to avoid pollen residue.

Change clothes: Change clothes in time after going out to prevent pollen from entering the room.

Nose washing: Using normal saline to wash the nasal cavity can effectively remove pollen and other allergens in the nasal cavity.

Pollen blocking agent: before going out, applying pollen blocking agent around the nostrils can effectively block pollen from entering the nasal cavity and reduce the occurrence of allergic reactions.

3, improve the indoor environment:

Use an air purifier: An air purifier can filter pollen and other allergens in the air and keep the indoor air fresh.

Cleaning household items: regularly clean sheets, curtains, carpets, etc. to reduce the accumulation of pollen and dust mites.

Maintain moderate humidity: moderate humidity can reduce the pollen concentration in the air, but too high humidity may lead to mold growth.

05

Treatment of autumn pollinosis

1, drug therapy:

Antihistamines: Antihistamines can prevent the action of histamine and relieve symptoms such as itchy nose, runny nose and sneezing. Common antihistamines are loratadine and cetirizine.

Nasal hormone spray: nasal hormone spray can effectively alleviate nasal symptoms, such as mometasone furoate and fluticasone propionate.

Nasal decongestant: nasal decongestant can temporarily relieve nasal congestion, but it should not be used for a long time to avoid rebounding nasal congestion.

2, immunotherapy (desensitization therapy):

Desensitization therapy: Desensitization therapy, also known as specific immunotherapy, is to gradually increase the exposure of patients to specific allergens, so as to make their immune system tolerant, thus alleviating or eliminating allergic symptoms and obtaining long-term curative effect. Desensitization treatment needs to be carried out under the guidance of a doctor, usually lasting for 3-5 years. At present, the desensitization schemes for autumn pollen can be routinely obtained in China, including sublingual drops of Artemisia annua and sublingual sprays of ragweed and Artemisia argyi.

3, omalizumab treatment:

Omalizumab (omalizumab) is a monoclonal antibody drug, which has been proved to be effective for severe allergic asthma and chronic spontaneous urticaria by binding with IgE and blocking its mediated allergic reaction. Studies have shown that omazumab also has a significant effect on some patients with refractory hay fever. According to a systematic review and meta-analysis in 2022, omazumab showed good effect in the treatment of hay fever, significantly reducing the symptom score and drug demand.

Usage: Omazumab is usually given by subcutaneous injection, which needs to be given before hay fever comes. The specific dosage and frequency need to be determined according to the patient’s weight and IgE level.

06

tag

Although autumn pollinosis is miserable, as long as we understand its causes and take scientific prevention and treatment measures, we can completely alleviate the symptoms and enjoy a comfortable autumn.

[Author of this article]

Hu Liang

Pediatricians insist on evidence-based

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Original title: "Autumn pollinosis is frequent, why are we allergic to pollen? 》

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