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　　Dr. Moakley (Source: World Wide Web)

　　

　　　　The world’s first electronic computer "Eniac"

　　On February 14, 1946, at Moore Institute of Electrical Engineering, University of Pennsylvania, there was a festive atmosphere everywhere. Many guests come here with excitement, because they will attend the unveiling ceremony of the first modern electronic computer in human history. What is presented to people is a monster with a strange shape and shining all over. It is the world’s first modern electronic computer "ENIAC". This monster covers an area of 170 square meters and weighs 30 tons. At the unveiling ceremony, "Eniac" performed its "unique trick" for the guests-5000 additions and 500 multiplications were performed in one second, which was more than 1000 times faster than the fastest relay computer at that time. This perfect appearance made the guests applaud. However, who knows, in the process of the birth of this behemoth, how many people have devoted countless efforts to it!

　　A monster born of war.

　　Although the emergence of electronic computer is only 60 years, its birth is the accumulation of hundreds of years of human efforts. As early as the 17th century, a group of European mathematicians began to develop computers. In 1642, in order to assist his father, who was the director of taxation, Pascal, a 19-year-old French mathematician, successfully built the first mechanical computer with a clock gear, but he could only do addition and subtraction. On this basis, the German mathematician Leibniz invented a computer that can do multiplication and division in 1678. However, the performance of these mechanical computers is too backward to meet people’s needs. More than a hundred years later, the British mathematician Babbage designed a more advanced computer in 1822. Unfortunately, Babbage’s design could not be realized because of the limited industrial level at that time.

　　In the next 100 years, mankind has made great progress in the fields of electromagnetism, electrotechnics and electronics, laying a solid foundation for the emergence of electronic computers. After the outbreak of World War II, the U.S. Army Ordnance Department set up a "Ballistic Research Laboratory" in Aberdeen, Maryland to research and develop new artillery. The extremely heavy computing task is a big headache for the researchers there. Although the laboratory employs more than 200 computing Aauto Quicker, it is still stretched. They urgently need a new computing machine to improve work efficiency. Just when people were at their wits’ end, Dr. Moakley from Moore School of Electrical Engineering, University of Pennsylvania put forward the idea of trial-producing the first electronic computer. His idea attracted the Army Ordnance Department, who immediately asked Moore College to draw up a development plan.

　　According to the scientists’ estimation, the cost of manufacturing an electronic computer was $150,000, which was a huge sum at that time, so it was resolutely opposed by many people in the military. Seeing that the plan to develop an electronic computer is about to die, Dr. Wilbur, a famous American mathematician, firmly stood in the ranks of supporters, and he finally persuaded the US military. After more than two years of intense development, the first electronic computer finally came out on February 14, 1946. And its development funds have been increased several times, and finally reached $480 thousand.

　　This electronic computer, called "Eniac", now looks like a monster. There are thousands of electronic tubes, diodes, resistors and other components inside, and there are as many as 500 thousand welding points in the circuit; On the surface of the machine, there are meters, wires and indicator lights. What makes people laugh and cry is that it consumes more than 174 kilowatt hours, and it is said that the lights in the whole town will dim when it is used; Moreover, its electron tube burns out every 15 minutes on average, and scientists have to keep changing it in a big sweat. However, the calculation speed of "Eniac" is 200,000 times that of manual calculation and 1,000 times that of relay computer. The U.S. military has also tasted the sweetness, because it only takes three seconds to calculate the trajectory of artillery shells, while before that, it took 200 people to calculate it manually for two months. In addition to conventional ballistic calculation, it later involved many scientific research fields and played an important role in the development of the first atomic bomb.

　　On October 2, 1955, Eniak was declared "retired" and was displayed in a museum in Washington.

　　Three electronic computers compete for the title of "the first in the world"

　　Interestingly, the halo on the head of "Eniac" has been controversial for many years. In fact, quite a few people think that the "Giant" computer developed by Britain in 1943 is the world’s first electronic computer, but it has been kept secret. It was not until 1975 that the British authorities declassified the relevant files that people understood this inside story.

　　It turned out that in the Second World War, in order to decipher a mechanical code of the Germans, British intelligence agencies and mathematics,

　　With the cooperation of electronics experts, a large-scale electronic computing device was developed in 1943, and it was called the "giant" machine. Before the invention of the "Giant" machine, it took six to eight weeks for Britain to decipher the German high-level passwords, but it only took six to eight hours after using the "Giant" machine. Since it was put into use, a large number of German high-level military secrets were quickly deciphered, which greatly accelerated the process of Nazi Germany’s downfall. Because of the need of war, Britain regards it as "super secret". It is said that in order to keep secrets, Britain did not hesitate to secretly destroy 10 similar computers after the war. However, some people think that the "giant" computer is not a real electronic computer, but is between relay computer and modern electronic computer.

　　There is another saying that atanasoff, a Bulgarian-American physicist, was the inventor of the first electronic computer. As early as December 1939, he built the world’s first electronic computer, but because it was World War II, he didn’t apply for a patent or publish the information. Despite different opinions, "Eniac" is still recognized by most people as the world’s first electronic computer, and Valentine’s Day 60 years ago has been recorded in the history of human invention forever.

　　Electronic computers became famous overnight because of the presidential election.

　　At the beginning of its birth, "Eniac" could not be widely used because of its many defects. It was not until 1951 that Moakley and eckert developed UNIVAC (Universal Automatic Computer) on the basis of "Eniac" that electronic computers began to move from the laboratory to the society. Soon, an accident happened, and its popularity increased rapidly.

　　In 1952, it coincided with the American election. In order to process the election data, CBS rented UNIVAC to predict the election results. Just 45 minutes after the election, UNIVAC calculated that Eisenhower would win with an absolute advantage of 438 votes. But before the election, almost all experts and the media predicted that the two sides would be evenly matched. Therefore, the broadcasting company refused to report the prediction results of the computer. Engineers had to recalculate, but the computer still insisted that Eisenhower would win by a wide margin. When the election results were officially announced, everyone was shocked: Eisenhower actually got 442 votes, and UNIVAC’s prediction had an error rate of less than 1%! Since then, the whole world has begun to have a new understanding of the functions of electronic computers, and the development of electronic computers has entered a new era.

　　From then on to today, the development of electronic computers can be described as leaps and bounds. It is not only widely used in people’s social life, but also directly guides the development of today’s information society. There is no doubt that the electronic computer is one of the greatest inventions in human history. Nowadays, it has become an indispensable part of modern society and will continue to play an important role in the future. (Yang Honglin)

Editor: Li Xiuwei

In recent days, Huawei’s new overcharge station in Bantian, Shenzhen has been exposed. There are 8 super-filled piles in this site, which are only used for Huawei’s internal testing at present. The nameplate of super-filled pile is very scary, which impressively says that the output voltage range is 200-1000V, the maximum output current is 600A, and the maximum output power is 600kW. Moreover, Huawei didn’t "steal and play tricks" like some new forces. It used two guns to "make up" 600kW, and adopted a single-pile single-gun design.

When competitors are still rolling 800V voltage and 360kW charging power, Huawei directly pulled to 1000V and 600kW, which can be said to increase the power of over-filled piles by one dimension.

How does Huawei achieve greater charging power by leaps and bounds? What does the appearance of 600kW over-filled pile mean? Let the Kung Fu car show you around.

(1) 100 degrees in 10 minutes, more than twice as fast as Tesla V3?

First of all, we have to figure out what is the concept of 600kW overcharge. Let’s just say that ordinary household slow charging is generally 7kW, and Huawei’s overcharging speed is nearly 100 times that of household slow charging. The power of State Grid charging piles is generally 40 ~ 60 kW, and 600KW is more than ten times that.

Tesla V3, which is talked about by fans, is overcharged, with a maximum power of 250kW, which allows Model 3 to travel 250 kilometers in 15 minutes. The charging speed of Huawei’s 600kW overcharge is more than twice that of V3. Theoretically, it can charge 100 kWh in 10 minutes, and it can fill the Qian Shan Cui of Han EV with a battery life of more than 700 kilometers in a little more than 10 minutes.

Since the advantage of overcharge is so great? Then why don’t other car companies do the 600kW overcharge like Huawei? Of course, I don’t want to do it, but I can’t do it.

To increase the charging power, it is necessary to increase the charging voltage or current. Increasing the voltage will make the arc problem more serious, and at the same time, higher requirements are put forward for the performance of high voltage DC relay, such as withstand voltage grade and current carrying capacity. Increasing the current will lead to thicker cables and greater heat loss, and even female drivers may not be able to carry charging piles.

The technical difficulty is too high, which is also the reason why the ultra-high power overcharge can not be popularized.

Judging from the current situation, Huawei, as a technical madman, seems to have initially found the answer. According to Huawei official website’s introduction, this new type of over-charged pile is called "FusionCharge DC Super Fast Charging Terminal", and a special liquid cooling structure is introduced to solve the problem of excessive heating under high current, and at the same time, the cable weight is reduced by 50%, which can be easily controlled by ordinary drivers.

In terms of high voltage realization, Huawei has developed a set of "kilovolt high voltage" full-stack power domain solution, which not only includes electric drive boosting and high voltage thermal management at the automobile end, but also includes ultra-high voltage realization at the charging pile end. After all, Huawei itself started as a power electronic device, and it is also an authority in the field of inverter servo. It can be said that it is a great advantage to make super-filled piles.

Other car companies are miserable. They rely more on suppliers, but suppliers are less likely to vigorously develop new technologies to impact their existing businesses. In this way, Huawei’s 600kW may be super-charged and exclusive for a long time.

(2) Ask M9 to take the lead, and Aouita and Polar Fox will have soup?

Now that the 600kW over-filled pile has come out? So which cars can be used? At present, the polar fox Alpha S and Aouita 11, which adopt Huawei HI technology, should bear the brunt.

According to the previous news, the Extreme Fox Alpha S Huawei HI Edition is equipped with an 800V high-voltage fast charging platform and a 480kW low-temperature pulse speed heating function, which can enter the state at the moment when the charging gun is inserted. Because Aouita 11 is compatible with the design of single motor, it adopts a 750V high-voltage fast charging platform, which can also charge for 10 minutes and increase the battery life by 200km.

These two models are the highest-end models of Huawei, but strictly speaking, they can’t play the full strength of 600kW overcharge, which is determined by the electrification platform of the model.

Not surprisingly, the first model to take the 1000V high-voltage platform will be Huawei’s flagship SUV M9. With the 600kW overcharge blessing, its recharge ability is naturally no longer worrying.

For the first time, the M9 will be equipped with a complete Huawei advanced assisted driving solution, which is the advanced version of the set on Huawei HI Edition of Extreme Fox Alpha S.. With the help of a new generation of lidar and intelligent driving chips, the computing power and perception ability have been greatly improved, and with the help of more mature algorithms, there is no doubt that it will stabilize the first echelon of intelligent driving in China.

The new car will also be pre-installed with HarmonyOS OS3 system, which can realize the functions of super desktop, PC dual-screen collaboration, adaptive adjustment of HUD height, intelligent car search and so on. The HUD can be adjusted adaptively according to the driver’s sitting posture, the PC dual-screen cooperation can make the new car "mobile office" in seconds, and even the Tik Tok can be controlled through the steering wheel, and the time dynamic wallpaper will change actively according to the climate and time.

In short, if you are interested in smart technology after all, Huawei’s new flagship SUV will never be disappointing. It is the ceiling.

(3) The journey and power exchange are all gone, and Huawei is playing with the bottom of the pot?

The greater significance of Huawei’s mass production of 600kW overcharge may lie in the impact on other "transition" routes. It has to be said that although the penetration rate of new energy vehicles in China has exceeded 30%, the growth rate of pure electric vehicles is not as good as that of plug-in hybrid and extended-range electric vehicles, and many car companies are eager to change the power mode.

The most critical point is the "mileage anxiety" of electric vehicles. The battery life of a new generation of electric vehicles is not low. Take the deep blue SL03 as an example. For less than 200,000 yuan, you can buy a pure electric version with a battery life of 705km. Even if the battery life is discounted under special circumstances, it is not a problem to run 600km.

Can a fuel truck run 600km with a tank of oil? In fact, it is also very mysterious. Take "Divine Car" Sylphy as an example, its fuel tank volume is 47L, and the fuel consumption in urban areas is about 7.5L/100km, so the battery life will exceed 600km. But this is one of the most fuel-efficient A-class family cars. In fact, most of the best-selling cars and SUVs can only run about 550km per tank of oil.

In other words, the battery life of electric vehicles is actually not weak, and the real difficulty lies in replenishing energy. On the one hand, charging stations are not as ubiquitous as gas stations, on the other hand, the charging speed can’t keep up. One car often occupies the charging pile for more than an hour, and other cars can only stare.

Changing electricity can solve this problem to a certain extent, but at the cost of higher requirements for battery design and greater investment in infrastructure, just changing the battery reserve of the power station is not a small expense.

Distance can also solve some problems. Usually, electricity is used in urban areas, and oil is used in high-speed situations, so you don’t have to worry about running out of batteries. However, the two systems of oil and electricity take up a lot of space and cost in parallel, and most people will choose to use electricity mainly (after all, electricity is cheap), so the pressure on the battery will be greater and the frequency of charging will increase greatly.

Comparatively speaking, ultra-high power overcharge may be a better answer. The charging sales volume of Huawei’s 600kW fast charging station is more than ten times that of ordinary State Grid charging station and more than twice that of Tesla V3 fast charging station, which means it can accommodate more electric vehicles. At the same time, it can replenish 400km in 5 minutes, and consumers’ confidence will be more sufficient, and their anxiety will be greatly reduced.

From this perspective, Huawei has actually come to the bottom of the pot. It seems that you are engaged in technical climbing inadvertently, but actually you are indirectly attacking your opponent.

(4) Kung Fu is angry

Finally, many people think that 600kW over-filled piles can only be used by specific vehicles, but this is not the case. Charging piles can be "backwards compatibility", whether it is 250kW, 350kW, 450kW overcharge or 600kW overcharge, they can be synchronized and compatible.

In other words, don’t worry about Huawei’s overcharge. The biggest suspense now is what advantages Huawei can achieve through this technology.

I have to say that after Huawei entered the market, it added more scientific and technological ideas to the automobile industry.

In the "Children’s Companion Home" in Nanbian Village, Gongfang Town, Le ‘an County, Jiangxi Province, the "Children’s Companion Mom" took the children to play with toys. Xinhua news agency

　　[Talking about health]

　　Magnetic buckyball, jelly-like crystal mud, luminous balloon … … These "online celebrity" toys, which have sprung up in recent years, are likely to become "sharp weapons" to hurt children. According to media reports, in the past summer vacation, many children in Guangdong, Hubei, Xinjiang and other places suffered gastrointestinal injuries due to swallowing buckyball by mistake, and even needed surgery. What other children’s toys need attention? Where are their security risks? Our reporter sorted out the consumption tips issued by the Defective Product Management Center of the State Administration of Market Supervision, selected some children’s toys that are currently popular in the market but have hidden dangers, analyzed their safety hazards, and called on the whole society to pay more attention to the safety of children’s toys.

　　My two-year-old daughter often has a stomachache recently. Her parents thought it was a gastrointestinal problem. As a result, she was sent to the hospital for examination and found that there were four intestinal perforations in her body. Parents are both afraid and puzzled. Why do children have intestinal perforation? It turned out that there was a magnetic bead toy named "buckyball" at home that was swallowed by the girl by mistake, and the hospital finally took the magnetic beads out of the girl through emergency surgery … … This is a recent report in the media. This hospital has treated 7 children who swallowed buckyball by mistake in the last month or so.

　　This is not the only report that children’s toys hurt people, and buckyball is not the only children’s toys that hurt people. Magnetic buckyball, jelly-like crystal mud, luminous balloon … … These "online celebrity" toys, which are novel or fun, are ignited by online social platforms, and often become dangerous goods that hurt children.

　　The Defective Product Management Center of the State Administration of Market Supervision is responsible for the defect investigation and public opinion monitoring of all kinds of products on the market, and issues consumption tips to recall the defective products. The reporter found that children-related products, including toys, accounted for almost two-thirds of the consumption tips released by official website. The Quality Development Bureau of the General Administration of Market Supervision introduced at the theme activity of children’s products safety education on June 1st this year that since 2008, China has carried out 1,189 recalls of children’s products, accounting for 49.6% of the recalls of consumer goods, involving nearly 6 million pieces, and one recall of children’s products is every two recalls of consumer goods on average.

　　These toys and other children’s products with defects in design or quality, in order to attract children, excessively pursue fun and ignore safety. In particular, the security risks of the novel toys that attract attention on the Internet and have the "online celebrity" effect cannot be ignored.

　　Buckyball and the small magnetic beads of the magnet pen, "wearing the intestines and breaking the stomach"

　　Buckyball is a kind of magnetic beads with a diameter of about 5mm. Many buckyball can be combined into various shapes at will with the help of magnetic force, which has been advertised by merchants as "educational toys" and is very popular with children and parents. There is also a magnet pen with a similar design with buckyball, which is also a new online celebrity product in recent years. In addition to the normal writing function, this pen is inlaid with magnets at both ends, and with matching steel balls, it can realize a variety of combined games by magnetic force. However, buckyball and the magnetic pen, which are fun and creative products, actually have great security risks.

　　The Defective Product Management Center of the General Administration of Market Supervision once published a case in which a 13-year-old boy in Guizhou sucked a magnet into his mouth while playing with a magnet pen in class, and then used another magnet to attract the magnet in his mouth. As a result, the two magnets successively entered the abdomen along the esophagus. When I went to the hospital for examination, I found that the two magnets were attracted tightly across the stomach muscle layer, and a 0.1 cm perforation was chiseled.

　　"There are not a few cases of such magnet injuries, and most of them are concentrated in children aged 1 to 10." The Defective Product Management Center of the General Administration of Market Supervision pointed out in the consumption tips that small magnetic parts such as magnetic beads are more likely to be swallowed by children by mistake, and if they enter the trachea, they will cause the danger of suffocation; If it enters the digestive tract, it will cause vomiting and abdominal pain, and it will lead to gastrointestinal damage; Especially when two or more magnets are swallowed, the magnets will adsorb each other through the gastrointestinal wall in the digestive system, and continue to generate pressure, which may cause gastrointestinal perforation or intestinal obstruction, which may be life-threatening in severe cases. In general, these small magnetic parts can only be removed by surgery, which will cause permanent damage to children’s digestive system.

　　The Defective Product Management Center of the General Administration of Market Supervision reminds that there are many kinds of magnet pens sold in the market, but most of them are three-no products. Not only do they have no factory name, address and product certificate, but also there are no warning instructions on the pen body and packaging, so the safety cannot be effectively guaranteed. It is recommended not to buy such products.

　　Borax poisoning of "mud" toys such as crystal mud should not be underestimated.

　　The charm of magnet toys lies in the creative experience of combination play, and similar to it, "mud" toys also have such functions. In recent years, all kinds of soft, sticky, jelly-like "mud" toys have become popular around campus and online platforms. They have different names, such as Crystal Mud, slime, Bubble Mud, Cotton Mud, Poke Mud and Snowflake Mud, but they have common characteristics — — Colorful, soft to the touch, can change various shapes, and can also be used to blow bubbles, draw pictures, etc., which is deeply loved by children.

　　However, they are not real mud, but are made of many chemicals. These "mud" contain a substance that may be harmful to health — — Borax.

　　According to the introduction of the Defective Product Management Center of the General Administration of Market Supervision, polyvinyl alcohol, a polymer material dissolved in water, reacts with borax (also known as coagulant aid), and the dissolved polyvinyl alcohol is pulled together by the anions of borax to form a hydrogel with a network structure; On this basis, hand sanitizer, emulsion, pigment, beads, clay, etc. are added to make various "mud" toys such as crystal mud.

　　These "mud" toys are brightly colored, similar to jelly, and usually have their own straws, which can blow bubbles nominally. When children blow bubbles with straws, the product comes into close contact with the mouth, which may lead to the risk of borax poisoning. The Defective Product Management Center of the General Administration of Market Supervision explained that borax is extremely harmful to human health. Excessive intake in a short period of time will cause nausea, vomiting, depression, convulsions, skin flushing, circulatory failure and other symptoms. Excessive intake for a long time will lead to cumulative poisoning of multiple organs, causing damage to organs such as liver, kidney, brain and lung. The toxic dose of borax is 1 to 3 grams for adults, 15 to 20 grams for adults and 5 grams for children.

　　At present, borax is prohibited as a food additive in many countries, and the intake of boron is limited. The national standard (GB5749-2006) of Hygienic Standard for Drinking Water in China stipulates that the limit of boron in drinking water is 0.5 mg/L. The EU’s requirement for boron content in toys made of liquid, pigment, jelly and other materials is limited to 300mg/kg. The Defective Product Management Center of the General Administration of Market Supervision has tested 10 kinds of finished crystal mud products randomly purchased, and found that the boron content of 8 kinds of products exceeded 300mg/kg, and the highest one reached 1336mg/kg, far exceeding the safety limit of boron content in various countries. Once children eat by mistake when blowing bubbles with these crystal mud, there may be a danger of borax poisoning.

　　Perhaps it is realized that this toy with borax directly added is easy to be found, and some merchants have introduced the so-called "non-toxic crystal mud" products, adding some daily chemical products to the glue containing polyvinyl alcohol instead of borax, such as washing powder, laundry detergent, shower gel, guar gum and so on. "This is actually very confusing, because these daily chemical products actually contain borax ingredients, and children also have the safety hazard of eating poisoning during playing." The Defective Product Management Center of the General Administration of Market Supervision pointed out in the consumption tips that any toy containing borax does not meet the requirements of our country.

　　The Defective Product Management Center of the General Administration of Market Supervision also specially reminded that homemade "mud" toys are more dangerous than finished products, and children will be directly exposed to large doses of borax and other chemical ingredients during play. Skin exposure to these chemicals for a long time is likely to cause chemical burns, allergies or cumulative poisoning; If children abuse the preparation container during play, such as drinking water from a glass filled with borax, or not washing their hands in time after play, it is easy to eat borax or other chemical ingredients by mistake, leading to the danger of poisoning.

　　For toys such as crystal mud, especially homemade "mud" toys, the advice given by the Defective Product Management Center of the General Administration of Market Supervision is: Don’t buy!

　　Online celebrity balloons will glow or explode.

　　On this summer night, you can often see sparkling balloons with colorful light in squares or parks, which are very popular with children. This kind of balloon first attracted attention on online social media, and was called online celebrity balloon by many people. However, although the online celebrity balloon is beautiful, it has hidden dangers. According to media reports, there was a balloon explosion in online celebrity somewhere in Jiangsu province, and four people were hospitalized with different degrees of burns.

　　How can a balloon explode? How serious is the harm?

　　According to the Defective Product Management Center of the General Administration of Market Supervision, this luminous balloon is mainly composed of transparent balloons, multicolored light strips and battery boxes, and its structure is very simple. A string of thin multicolored LED strip is wrapped around the surface of the transparent balloon, and a small battery box is tied to the tail end of the traction rope. The battery is placed in a plastic box, and the power supply is directly connected to the light strip, and the light can be emitted when the switch is turned on.

　　The balloon itself is a pressure vessel, and with this design and construction, the safety risk is higher. Testing by the Defective Product Management Center of the General Administration of Market Supervision found that balloons in online celebrity are mostly made of plastic, and once they come into contact with high-temperature heat sources (such as stoves) or open flames (such as lighters), balloons may explode. On the one hand, the surface temperature of the melted plastic is very high at high temperature, and the plastic liquid dripped from the melted plastic will cause serious burns and scalds if it sticks to human skin. On the other hand, balloon deflagration will produce irritating toxic gas, which may cause burns and other injuries to human respiratory tract. In addition, due to the bare wires, sparks may be generated during use, which may cause the balloon to explode.

　　Some experts pointed out that the gas inside the online celebrity balloon may also become a safety hazard. For safety reasons, balloons are generally filled with inert gases such as helium, and hydrogen has long been prohibited from being used to inflate balloons because of its flammability and explosiveness. However, because hydrogen is cheaper than helium, some unscrupulous merchants may still use hydrogen to inflate online celebrity balloons. In a online celebrity balloon explosion reported by the media, experts pointed out after analysis that "judging from the power of the balloon explosion described by the injured, the balloon they bought is likely to pass off hydrogen as helium".

　　The Defective Product Management Center of the General Administration of Market Supervision reminds that children should play such balloons under the care of their parents; Stay away from fire sources, heat sources and sharp objects when playing with balloons, and don’t use lighters to burn the traction line of balloons; It is best not to buy such balloons when the weather is very hot, because high temperature weather is more likely to cause balloon explosion; Don’t take a balloon in a car, subway, elevator, etc. Once an explosion occurs, the impact of a closed space will be very great.

　　Laser pen can cause permanent damage to eyes. Don’t play with children.

　　The light is dazzling and dangerous. Online celebrity balloon, laser pointer.

　　I don’t know when, the laser pointer used as an indicator in classroom teaching, conference explanation and other places has become a toy for many children and a dangerous toy. As a result, there have been many reports in the media: "When a laser pointer shines, the eyes of a 7-year-old boy can’t see", "When an 8-year-old boy plays with a laser pointer, his eyes are permanently damaged", and "The sampling tests of online shopping for children’s laser pens all exceed the standard, and the harmful visual damage is irreversible" … … According to the Defective Product Management Center of the General Administration of Market Supervision, according to the product injury monitoring and network public opinion monitoring, injury accidents involving laser pens have occurred frequently in recent years.

　　Laser pointer, also called laser pointer, is a portable device that uses battery and laser module (light emitting diode) to emit visible light beam, which is mainly used to accurately indicate the target at a long distance. In China, according to the degree of radiation hazard from low to high, laser products are divided into the following grades: class 1, class 1M, class 2, class 2M, class 3R, class 3B and class 4. The Defective Product Management Center of the General Administration of Market Supervision pointed out that if laser products are not used properly, it will cause serious damage to human body, especially for products of 3R and above. Laser pens sold on the Internet usually have very high power and can even light matches, cigarettes, clothes and so on.

　　The power is so high that it can ignite clothes. If you irradiate your eyes, the consequences can be imagined. According to experts, due to the characteristics of eye imaging, when the laser passes through the eye, it will be focused on a very small point on the retina, which will lead to an instantaneous increase in temperature and destroy the photosensitive cells of the retina. If the laser energy is strong enough, it will cause permanent damage without causing blink reflex (usually less than 1 second). It should be noted that low-power laser may also cause harm to eyes, and some high-intensity lasers still do great harm to eyes even after scattering from the surface of objects. Children in the developmental stage have delicate eye tissues and thin retinas, which are more vulnerable to injury.

　　Laser pointer will not only cause direct damage to eyes, but also interfere with normal vision, which may lead to other accidents. For example, illuminating vehicles, airplanes, etc. with a laser pen may affect the normal vision of drivers and pilots and cause serious accidents.

　　Of course, the laser pen is not unusable, but should be used scientifically and safely. According to different use occasions and users, the laser pen with corresponding radiation level should be carefully selected. The Defective Product Management Center of the General Administration of Market Supervision reminds that laser pen products can be used in situations such as classroom teaching and conference explanation. The laser in children’s toys should meet the requirements of Class 1 laser radiation power limit.

　　"The laser pens sold as toys in the market are mostly higher than this limit, which has great security risks and cannot be bought and played for children." The defective product management center of the General Administration of Market Supervision stressed.

Wen | Lu Jiu Business Review

There are more and more new energy vehicles with Huawei as their selling point, from the polar fox to the world and then to Aouita.　

Lu Jiu Business Review learned that Aouita will start a test drive in the near future. In early September, its mass production vehicles will arrive one after another, and a centralized test drive meeting will be held in Beijing. At present, the shops in Aouita are still displaying non-mass production engineering vehicles.

Aouita’s official entry into the market will mark the emergence of another car company that has deeply branded Huawei.

However, the biggest question now is: Can Aouita enter Huawei’s sales network and enjoy the same treatment as the media? After all, Aouita now has too few stores of its own, only 11.

According to national business daily, Tan Benhong, CEO of Aouita, said in an interview, "We are talking about the way of channel cooperation with Huawei, but not on behalf of sales. When the scale of our channels has not been fully reached, (Huawei) will help us, but it is not a substitute."

However, everyone who knows Huawei knows that Huawei’s terminal belongs to Yu Chengdong’s sphere of influence, while Aouita’s cooperation is Xu Zhijun on the platform.

How much weight does Aouita have in Huawei?

Since its birth, Aouita has always brought its own aura and attracted much attention.　

According to public information, Aouita was jointly built by Changan, Huawei and Contemporary Amperex Technology Co., Limited. Changan led the vehicle design and development, Huawei was responsible for intelligent electric technology, while Contemporary Amperex Technology Co., Limited was responsible for providing batteries. The three companies jointly built a CHN platform to empower Aouita.

However, it is strange that there is no Huawei among the shareholders of Aouita Company.

According to Aiqicha’s data, Aouita Science and Technology (Chongqing) Co., Ltd. is backed by eight companies, including Contemporary Amperex Technology Co., Limited, Chongqing Changan and Shanghai Weilai. The capital contribution of Contemporary Amperex Technology Co., Limited is RMB 280 million, Chongqing Changan is RMB 275 million and Weilai is RMB 13.3 million.

I didn’t see the shadow of Huawei, that is to say, in Aouita’s case, Huawei only gave technology and didn’t pay.

There is a big difference between Aouita’s external release and the press. Whether it is the strategic signing conference of Contemporary Amperex Technology Co., Limited, Huawei and Changan Automobile, or the Chongqing Auto Show on June 25th, the specifications attended are quite high. In addition to Tan Benhong, Chairman of Aouita, Zhu Huarong, Chairman of Changan Automobile, Xu Zhijun, Chairman of Huawei, and Zeng Yuqun, Chairman of Contemporary Amperex Technology Co., Limited often come out of the platform.

In addition, Aouita’s product launch can also show another clue.

At the Aouita 11 product launch conference on August 8th, Tan Benhong, the chairman, came out to introduce Aouita 11, and three bosses stood on the platform by video.

In contrast, the press conferences of M5 and M7 were introduced by Huawei’s Yu Chengdong as the leading actor, and Selis’s presence was not high.

On June 25th, when Aouita signed a comprehensive strategic cooperation agreement with Huawei, Chi Linchun, president of BU Marketing and Sales Service Department of Huawei’s smart car solution, said that Aouita was the heavyweight model of Huawei’s full-stack smart car solution.

According to Lu Jiu’s business review, before and after the product launch on August 8th, Wang Jun, chief operating officer of Huawei BU and president of intelligent driving solution product line, also visited Chongqing Times Tianjie Experience Center in Aouita and introduced Aouita 11.

In terms of leadership specifications, Xu Zhijun, the rotating chairman of Huawei, endorsed the platform, and the relevant person in charge of Che BU also came forward to promote it vigorously; In the depth of cooperation, Aouita and Huawei have cooperated heavily in the whole stack, and Aouita also has the trademark authorization of Huawei HI, but whether Aouita can enter the Huawei channel has not been confirmed.

Previously, the media reported one after another that the two sides were actively implementing the preparations for entering their store channels. On August 30, national business daily reported that Tan Benhong said: "We are talking about the way of channel cooperation with Huawei, but not on behalf of sales. It is when the number and scale of our channels have not been fully reached, (Huawei) will help us, but it is not a substitute."

Lu Jiu’s business review found that the so-called two sides are actively implementing the store channel, which was unilaterally announced by Aouita, and Huawei has never spoken to the outside world.

Intriguingly, we haven’t seen the shadow of Yu Chengdong in the cooperation activities between Huawei and Aouita.

On important occasions such as cooperation signing and press conference in Aouita, Xu Zhijun, rotating chairman of Huawei, and heads of various departments of Auto BU attended, but Yu Chengdong, CEO of Huawei BG, CEO of smart car solution BU and director of IRB of smart terminal and smart car parts, never showed up.

Lu Jiu’s business review noted that there was a similar situation in the cooperation with BAIC. Huawei cooperated with BAIC very early, and signed a contract in 2017, and then signed three contracts. Huawei was mainly attended by Xu Zhijun and Wang Jun, and Yu Chengdong never showed up. Yu Chengdong didn’t appear until the release of Alpha S, the polar fox. Yu Chengdong attended the cooperation between Huawei and the international community.

Therefore, do Aouita and Wen Jie belong to different spheres of influence within Huawei?

"China content" is high, but it can’t enter the Huawei channel?

Huawei’s channels have always made car companies drool.

On the evening of September 1st, according to Sellers’ production and sales express, the sales of Jiejie automobile, which cooperated with Huawei, exceeded 10,000 in August.

Asking for big sales is inseparable from Huawei’s channel empowerment.

According to public data, as of August 25, there were 781 sales centers in 190 cities, including 163 user centers and 618 Huawei sales stores.

Huawei also regards its own channels as an important part of empowering automobile brands. According to the data learned by Lujiu Business Review in Huawei in July, Huawei has 12 flagship stores, 116 smart life houses, 5,000 authorized experience stores and more than 60,000 retail positions. Importantly, these stores are all in shopping centers, which are highly matched with the demand of new energy automobile stores.

Whether it can enter Huawei’s sales channels or not, for a long time, there has been no exact news from Aouita, and the caliber of store sales is different.

The salesperson of a Huawei store in Beijing believes that it is impossible for Aouita to sell through Huawei’s channels. "People are an independent brand, and Huawei is the model of HUEWEI Inside. Huawei is only its supplier, so it is impossible to sell through Huawei’s channels."

Aouita’s Suzhou sales staff also said that it is impossible for Aouita to sell in Huawei stores for the same reason as Huawei stores. "Because Aouita is a brand new brand, it will still sell itself."

"Our major shareholders are Changan and Contemporary Amperex Technology Co., Limited, and Huawei is not a major shareholder. Why do you sell it in his store?" The person in charge of Aouita’s Beijing sales store said.

"Huawei actually doesn’t have a few good shops. Many people want to buy Huawei mobile phones. They will search Huawei’s stores in the shopping malls and go directly. Huawei stores don’t have to find the location of big passengers. But the car is different. The new brand still needs a big passenger flow position to attract customers to see the car. " The person in charge of Aouita Suzhou Store said.

Although it is indicated that the channel will not borrow Huawei, the sales in Aouita emphasize the relationship with Huawei and their own "Chinese content".

"We use a complete set of HUAWEI Inside solutions, including car systems, assisted driving, laser radar, as well as Huawei’s motors and Huawei’s drive system. Now there is no second company in the industry that has such a deep cooperation with Huawei." The sales person in charge of the Beijing store said. He believes that the cooperation between Huawei and the international community is not as deep as that of Aouita.

In order to strengthen the content of Chinese, the Suzhou store manager particularly emphasized the hierarchical relationship between Yu Chengdong (pushing the question circle) and Xu Zhijun (platform Aouita). "Huawei’s boss platform is only Aouita. After our conference, many people asked why there was no Yu Chengdong, but later found out that Yu Chengdong’s level was actually lower than Xu Zhijun."

Behind Aouita and Wen Jie

In a phone minutes of Huawei’s in-depth interpretation of intelligent driving, Huawei introduced that there are three modes of cooperation: Tier1 (traditional parts supplier mode, supplying intelligent parts for car companies), HI mode (Huawei Inside mode) and intelligent selection mode.

Among them, Huawei’s intelligent selection mode is the fastest, because almost the layout of the whole vehicle is coordinated by Huawei, and the gross profit contributed by the intelligent selection mode is relatively high. In contrast, "HI mode will have less gross profit, because the cost of HI mode itself is high, but the pricing cannot be particularly high."

According to the data, the current cooperation between BAIC and Huawei is HI mode, and may consider participating in the intelligent selection mode in the future. Moreover, there are many car factories that cooperate with Huawei in HI mode, including GAC and Audi.

According to this summary, HI mode is the main mode of ADS (Huawei Autopilot). But HI is not the most prominent module for intelligent selection. Therefore, from the perspective of the entire car BU, Huawei currently attaches the most importance to smart selection, while ADS attaches the most importance to HI.

Based on these paragraphs, we can see that the gross profit of HI mode is low, and Huawei pays more attention to smart selection, which may be the reason why Aouita has made slow progress in entering Huawei’s channel.

Moreover, the autopilot data of the model will be open to Huawei, but in HI mode, the cooperative manufacturers will carry the corresponding data in their own data closed loop and will not share it with Huawei.

In the cooperation mode, the intelligent selection mode is far from the HI mode.

Lu Jiu’s business review learned that Huawei Automotive Intelligent Selection and HI belonged to different departments at the earliest.

In May 2019, Huawei’s Smart Car Business Unit (IAS BU) was formally established. This department was originally affiliated to the ICT Management Committee, with Wang Jun as its president and Xu Zhijun as its top leader. On September 2, 2021, Huawei was re-appointed, and Yu Chengdong became the CEO of Huawei’s smart car solution BU.

Prior to this, Huawei’s smart cockpit business belonged to IAS BU, HiCar, vehicle-mounted 5G communication and other businesses, belonging to the consumer business group and under the control of Yu Chengdong. Huawei combined these two businesses into one, and both of them were placed under Yu Chengdong. According to the analysis of people familiar with the situation, the main purpose of this move is to improve the implementation and operational efficiency within the group.

The source said that the earliest signing subjects of Huawei’s cooperation with BAIC and Aouita were Huawei Technologies Co., Ltd.; And the cooperation with Xiaokang Sailis, the signing subject is Huawei Terminal Co., Ltd.. Behind this are two companies.

Huawei Technologies Co., Ltd., which provides software and hardware solutions, has a great weight in HI mode, and is the business that Xu Zhijun was in charge of before; The Huawei terminal resource Hicar Huawei Intelligent Selection is led by Yu Chengdong and belongs to the consumer BG. Although it is now under the control of Yu Chengdong, there is inevitably a difference in the relationship between "biological and adoption".

Whether Huawei’s full-stack car solutions can be sold in Huawei’s terminal channels depends on Yu Chengdong.

Huawei has a rotating chairman system. During the rotating period, the rotating chairman is the top leader of the company. Each rotating chairman has a term of six months, so it is difficult to have a lasting influence on the following departments. Therefore, whether the channel sells Aouita or not depends on Yu Chengdong.

About cars, Xu Zhijun and Yu Chengdong have different ideas, which are on the table and have been reported by the media. Yu Chengdong wants to build a car, but Xu Zhijun doesn’t want to build a car.

It is Yu Chengdong’s specialty to engage in consumer business. Huawei has so many channels that it has great advantages in making cars. However, if Huawei goes out on its own, car companies will be more jealous, and Huawei’s car solutions will be even harder to sell. This business was in the charge of Xu Zhijun before.

Rong Hui, former vice president of Beijing Automotive Group New Technology Research Institute and CEO of Huihui Technology, once revealed that Huawei’s smart car solution will cost about 40,000 pieces in cooperation with Huawei. He estimated that Huawei’s profit will be at least 15,000 pieces.

How much can Huawei earn by selling a car?

According to media reports, according to the information disclosed by Huawei executives before, the share between Huawei and Sellers is about 1:9, and the price of M5 is around 300,000. Huawei can get 30,000 for a car, of which 20% is the technology licensing fee, which is about 6,000 yuan, and the rest is the store income.

HI mode Huawei earns a lot, but the investment in intelligent driving research and development has been very large, and many car companies are jealous of Huawei. In contrast, the smart selection model is easy to earn, and car companies are also willing. Huawei was blocked by the United States, and there was no mobile phone to sell in the store. With a car, it just met the shopkeepers who had no goods to sell.

In August, in an article in Huawei’s internal forum, "The management policy of the whole company should shift from pursuing scale to pursuing profit and cash flow", Ren Zhengfei mentioned that smart car solutions should not spread a complete front, and it is necessary to reduce the research budget and strengthen the business closed loop.

Huawei BU has invested a lot in autonomous driving. To achieve a closed-loop business, it is obvious that the pressure of intelligent selection mode is less.

Self-built channels are difficult to support sales.

So far, there are only 11 stores in Aouita.

On August 8, 2022, when a press conference was held in Aouita, Tan Benhong said that the first batch of sales centers in Aouita will land in 10 cities and will officially open on August 8. This year, experience centers and service outlets will be stationed in 100 cities.

On September 1st, Lujiu Business Review was found in official website, Aouita. It is still the original 10 cities, and there are two in Chongqing, with a total of 11 direct stores. According to interviews and telephone calls, most of these stores opened in August. The person in charge of Suzhou sales told Lu Jiu Business Review that the Suzhou store only has an outreach booth at present, and the store will not open until October.

Offline stores have a great impetus to automobile sales, and the speed of building offline stores in Aouita is somewhat slow.

Although new energy car companies are now learning Tesla and booking cars online, offline experience stores are extremely important support. Without the experience of offline stores, it is difficult for car owners to book cars directly online.

Li Xiang once said that with or without stores in a city, the market share will be eight times different.

According to public reports, by September, 2022, LI had 265 retail stores covering 118 cities in China, and 316 after-sales maintenance centers and authorized car body and painting centers covering 226 cities. Weilai official website shows that Weilai has 402 service outlets nationwide.

Just eleven stores, certainly difficult to support Aouita’s ambition, the number of existing stores is far from enough.

As early as June this year, Aouita said that in terms of channels, it will adopt the modes of self-construction and partner joining, and plans to cover 110 cities in the year, and simultaneously promote the entry into Huawei stores.

But now it seems that this progress is a bit slow.

Large shopping centers are currently the best choice for new energy car companies to sell stores. However, it will not be fast to find a suitable shop in the shopping center, negotiate with the shopping center, decorate and move in.

Changan Automobile, behind Aouita, can’t help in the channel. First of all, Aouita is an independent company, and Changan Automobile is not a major shareholder. In addition, the main channel of Chang ‘an is in 4S stores, and the tonality of new energy vehicles owned by Chang ‘an is quite different from that of Aouita.

According to the survey of CMB International Securities, the ability of shopping centers to absorb new energy sales stores is also limited. First, because the stores of new energy auto companies are on the ground floor, the supply area is limited. In addition, new energy auto stores do not contribute much to passenger flow, so shopping centers must maintain the correct combination to increase passenger flow.

"When you go to the mall now, you can see that as long as there is a large flow of people, cars are basically contracted. Now the better bunks have actually been chosen almost, and it is more difficult to find a berth now. " The person in charge of the Suzhou store told Lu Jiu Business Review on the phone.

Since it is difficult to support the ideal sales volume by its own channels at present, Huawei’s channels are more and more important for Aouita. Can we get in or not? Aouita and the industry are waiting for Huawei’s answer. How to coordinate the resources between HI mode and Smart Choice mode and build Huawei’s core competence in the new energy automobile industry? This is also a proposition that Huawei must face seriously.

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IT House reported on April 18th that Lei Jun, the founder and chairman of Xiaomi, started broadcasting at Xiaomi Auto Delivery Center today, and "talked with netizens about the sale of Xiaomi SU7 these days".

Lei Jun gave a more specific timetable when answering the netizen’s question "When will the wireless CarPlay function of Xiaomi SU7 go online": it is expected to get on the bus through OTA in early May.

Lei Jun asked the team to push OTA upgrade at least once a month, and planned to open NOA in 10 regions to users at the end of May and push NOA to the whole country in August.

Lei Jun also revealed that the current model plan of Xiaomi Automobile belongs to the confidential stage, and there is no plan to make an off-road vehicle. When talking about this topic, Lei Jun said that the Great Wall brand off-road vehicles have done a good job.

In addition, Lei Jun believes that if Xiaomi SU7 fails, it will definitely be caused by three reasons: cognitive error, inertia thinking and idol burden.

According to the previous report of IT House, Xiaomi Auto’s iPad car control function has been launched. Just go to the Apple App Store to search and download the "Xiaomi Auto Expansion Screen" app, and after connecting the car hotspots, you can enjoy the seat air conditioning adjustment, multimedia adjustment, audio-visual entertainment and other native car-like experiences. Lei Jun once said that Apple users also have a good experience in driving Xiaomi cars, and Xiaomi smart cockpit is compatible with Apple wireless AirPlay and Carplay.

Live broadcast with goods is very hot.

To what extent is the fire? Weibo has an anchor hot search every few days, old and new stars are competing to take the stage, and CEOs of major companies are going into battle …

At present, "live broadcast with goods" is an unshirkable outlet, which also plays a certain role in helping the economy. However, under the brutal growth and rapid expansion, there have also been many chaos in the industry.

After "618", major e-commerce platforms set a new sales record. However, the "618" Consumer Rights Protection Public Opinion Analysis Report released by China Consumers Association on June 30 showed that consumers still have many slots in the shopping experience of live broadcast with goods.

On June 30th, CCTV Finance’s "Economic Information Network" exposed the data chaos in the live broadcast: it can be swiped at any time and with any number of viewers, and there can also be real-life interaction, and the number of viewers will be increased by 20,000 plus 15 real-life interactions, which only takes 53 yuan …

Previously, China Advertising Association had issued the Code of Conduct for Webcast Marketing. This is the first special regulation on live webcast marketing activities in China, which was officially implemented on July 1.

What stage has the live delivery developed to now? What needs to be regulated in the "new economy" industry? What is the future development direction? Let’s analyze them one by one.

In 2019, it was called the first year of live e-commerce, and all major platforms entered the game one after another, speculating live stream economy; In 2020, affected by the epidemic, in order to alleviate the development crisis of entity enterprises, expand brand influence and market share, national policy guidance and traffic distribution of major platforms will promote live broadcast to empower the real economy. At that time, the development speed of live stream economy was pulled to a higher level.

"2020 Taobao Live New Economic Report" shows that in 2019, the annual GMV (total turnover) of 177 anchors exceeded 100 million. Since 2020, more than 100 occupations have moved to Taobao Live Studio, and a large number of talents and businesses have entered the venue. The number of MCN institutions related to Taobao Live Ecology has exceeded 1,000 …

This is just a corner of the platform of live broadcast with goods. Besides Taobao live broadcast, there are more "contestants" on platforms such as Aauto Quicker, Tik Tok and Tencent live broadcast.

According to the data of CITIC Securities, the industry scale of e-commerce live broadcast in 2019 has exceeded 300 billion yuan, and it is expected to exceed the trillion scale in 2020."Live broadcast with goods" has become a unique consumption scene in China.

According to incomplete statistics, during the "618" e-commerce promotion this year, more than 300 stars collectively went live on Taobao. Different from amateur anchors, stars have natural traffic advantages and personal appeal, and every move in the live broadcast room can cause heated discussion.

Actor Tamia Liu opened the first show of Taobao live broadcast with goods, with a total transaction volume of nearly 150 million in 4 hours; Wang Han, the host, won a sales myth of 156 million yuan when she first aired … The offline content was blocked, all walks of life moved to "online", and the stars "incarnated" as anchors, which was also due to market demand to some extent. On the one hand, as the live broadcast gradually forms a national trend, stars with their own traffic should "keep pace with the times"; On the other hand, this year’s film and television industry has been hit hard, and the live broadcast has opened up a way for the stars who are "waiting for work" to make a living.

This year, live broadcast with goods has also "ignited" the enthusiasm of radio and television media, and various radio and television groups have also settled in Tik Tok, Aauto Quicker and other short video platforms for certification, broadening the distribution channels of resources and making the content reach more users. At the same time, radio and television media also explore live broadcast with goods through their own brand programs, and the program integration of "variety+live broadcast" has been widely tested.

As a new business form, live broadcast with goods is indeed helpful for economic recovery, but in the early stage of the business and the lack of supervision, some live broadcast chaos also arises from it.

This almost nationwide live broadcast with goods is unprecedented.

Accompanied by "unprecedented" and surprising sales data. If the data of live broadcast with goods in the previous two years were that thousands of lipsticks were sold out in five minutes and several cars were sold in one day, the current data are that millions were sold out in one minute, tens of millions of goods were brought in one hour, and hundreds of millions of goods were brought in the whole live broadcast … In layman’s terms, a single live broadcast does not cost billions, and people are embarrassed to tell others that they have made a live broadcast.

Many live broadcasts have goods ranging from hundreds of millions to billions. It is important to know that in the GDP data of provinces across the country in 2019, the annual GDP of the provinces ranked in the lower position is only a few hundred billion. Compared with the live broadcast data, it seems that the live broadcast can easily get GDP.　

Is this possible? Of course not.

In fact, the live broadcast of goods standing on the tuyere is not as beautiful as it seems, and many people who are new to this field can’t help but step on the pit and pay the first tuition fee.

> > > The first is to brush traffic and sales data.

When the audience’s attention becomes scarce resources and data traffic becomes the standard to measure the popularity and ability of anchors, it becomes a hidden rule to brush data and sales.

How much water is there in a live broadcast with 100,000+viewers?

"There are less than 100 real people." In the entertainment front page (ID: Wenyutouban) survey, the technical operator of a live broadcast platform gave such a figure, and his work KPI was to "optimize" the number of people in the live broadcast room.

Image source: Zinc Finance

In fact, live brush data is not a new product. As early as 2016, in order to improve their commercial value, many anchors made the live data look good by brushing attention, brushing barrage and brushing water. Now, the data of live broadcast with goods brush is mainly divided intoBrush popularity and sales dataTwo kinds.

Brush popularity, that is, brush the number of viewers. High popularity not only improves the conversion rate of the live broadcast room, but also creates the illusion of excitement. Spend as little as a few tens of dollars, and as much as a few hundred dollars, you can buy hundreds to tens of thousands of machine powder viewing data, and there are businesses that specialize in organizing live fans to brush data, and get corresponding rewards according to the time when fans enter the live broadcast room to watch …

Brushing sales data is more complicated than brushing popularity.

Before introducing it formally, let’s talk about ——MCN (Multi-channel Network Service), the key media for data brushing. To put it simply, MCN connects content production and advertising. It can incubate anchors by itself, or support and incorporate other anchors, and then package them in a unified way to connect with merchants.

Under normal circumstances, merchants looking for MCN institutions and online celebrity and celebrities to bring goods live need to pay thousands to hundreds of thousands of pit fees to enter the live broadcast room. The so-called pit fee refers to the occupancy fee paid by the merchant to the live broadcast partner, which is equivalent to the commodity shelf fee of the offline store, and it is a fee that accounts for a high proportion of the merchant’s investment in the process of live broadcast.

According to industry insiders, the pit fees of different anchors vary greatly, ranging from pure commission to several hundred yuan to several hundred thousand yuan. A MCN organization revealed that the pit fees of first-line anchors such as Simba, Li Jiaqi and Viya are between 80,000 and 300,000 yuan; The second-line anchor pit fee such as Sydney is 30,000-100,000 yuan; The pit fee of the third-line anchor is less than 30 thousand yuan; Some smaller anchor pit fees may be only 2,000-3,000 yuan, and some also use the method of pure commission, that is, they only take sales commission without pit fees.

In fact, there is no uniform charging standard for the pit fees. Even for the same anchor, the fluctuation space of the pit fees is very large. If it is not an insider or has cooperated with it, it is difficult for the outside world to know its accurate charging amount.

The charging standard of MCN = pit parking fee (service fee)+20% withdrawal, and the assessment standard ROI= (income-cost)/investment amount, which can be understood as guaranteed sales. If it is not possible, the pit parking fee will be refunded.

A MCN quotation, the picture comes from the network.

For example, the jargon of "guarantee ROI=2" means that when the merchants invest 1 million yuan, MCN institutions should guarantee 2 million sales. The safest way to ensure sales is to brush sales. Generally, the expenses required for brush sales are shared by MCN institutions and KOL, and the net profit after settlement is distributed by both parties in proportion. On the one hand, it caters to the needs of merchants, on the other hand, it also makes beautiful data to further "accumulate" its own "commercial value".

After a live broadcast, the merchants achieved sales, and the MCN institutions and KOL anchors and stars got the commission after brushing. Even if the price of brushing sales was deducted, the MCN institutions did not lose money, and the merchants were willing to do it.

Is this the end of a live broadcast? Of course not. 30-50% of the goods bought by the brushing platform are refunded, and the real results are often seen only one week after the live broadcast, and the effect is far from the original budget revenue. This is still in the case of ROI guarantee, and some merchants choose live broadcast with goods that cannot be guaranteed. As for whether the goods can be sold or sold well, the anchor is not at the bottom.

Outside the MCN organization, many businesses turn their attention to more influential star artists. But in fact, whether it’s Taobao, Aauto Quicker or Tik Tok,Not all the stars’ achievements in bringing goods are so glamorous..

For example, when an actress brings goods in the live broadcast room in Tik Tok, the first show pit fee is as high as 100,000-250,000, and the live broadcast room traffic package is 150,000, but the single product sales are less than 30,000; The final result of an actress’s whole debut is only 2 million+:some brands spend 100,000 yuan on pit fees and 10% commission to invite the anchor to bring the goods, but the final sales amount is less than 60,000 yuan …

When the live broadcast was triumphant,False propaganda, billing, random pit fees and high return rate are common problems, and a gray industrial chain is buried in it..

"One operation is as fierce as a tiger, and it’s twenty-five cents at hand."As a result of brushing the sales volume, businesses will undoubtedly spend money and get their own wool. What’s more, they will lose a lot. Interestingly, how fake the live broadcast data is, most merchants know it clearly, but obviously they don’t want to debunk the fact that the industry is widespread. This game of "pain and happiness" by brand owners has also turned many high sales into a show of losing money and earning money.

And those merchants who have a little knowledge of the rules of the game become the "cheating" objects of MCN and the anchor. Some MCN harvest small businesses by selling low-priced pits and guaranteeing quantity agreements, and refuse to refund pit fees when they fail to reach the agreed sales volume, specifically "killing young".

For the ills of brushing, major platforms have successively implemented corresponding measures. For example, Taobao Live said that some merchants on the platform have sold "brushing robots" and have already carried out several rounds of attacks.

In 2019, Tik Tok also launched the "Woodpecker 2019" special campaign to crack down on the cheating of black products on the platform. As of December 31, 2019, the campaign banned 2.03 million illegal Tik Tok accounts suspected of cheating on brushing, and reported 113 black websites suspected of brushing to relevant departments.

> > > Secondly, there are many incidents that damage consumers’ rights and interests, such as false propaganda of goods and quality "rollover".

On March 31st, the Survey Report on Consumer Satisfaction Reproduction of Live E-commerce Shopping published by China Consumers Association showed that in the survey of 5,333 consumer samples from 12 live e-commerce platforms, the link with the lowest consumer satisfaction was the publicity link; In the spit of live broadcast with goods, the problem of exaggeration is more prominent.

This year, Luo Yonghao, a new anchor, broadcast five "rollover" events in seven live broadcasts, with a rollover rate as high as 71.4%. Not long ago, Luo Yonghao brought goods for a flower brand. Many consumers found that "the goods were not on the right board" after receiving the goods. As a remedy, "Lao Luo" apologized to the consumers, publicized the "angry" merchants, and finally came up with a compensation plan.

Li Jiaqi’s "non-stick pot" incident caused him a credibility crisis, and he had to take the blame himself.

It is not uncommon for the live broadcast to "roll over" due to product quality problems. How to ensure the quality of goods when bringing goods requires not only the self-examination and self-correction of the merchants, but also the anchor to have sufficient professional quality.

In fact, in Li Jiaqi, Luo Yonghao and other high-profile head anchor live broadcast rooms, once the products with goods have problems, under the supervision of online public opinion, after-sales service is relatively guaranteed. However, many consumers have reported that in the live broadcast rooms of small and medium-sized anchors on various platforms, problems such as merchants refusing to deliver goods after buying low-priced goods and not supporting 7-day unreasonable returns frequently appear.

In addition, nearly 40% of consumers have reported many problems after purchasing goods through live broadcast, but anchors, merchants and live broadcast platforms often shirk their responsibilities, and there is no way to protect their legitimate rights and interests.

The quality of anchors is mixed, and there are no fewer problems such as false propaganda and product quality.

Therefore, when the live e-commerce is faced with order norms, "people" will become the trump card of the future platform. In the CCTV program Dialogue not long ago, the host once asked Weiya and Li Jiaqi a question: "What exactly is the quality that an anchor must have?" Li Jiaqi and Viya agree that the most important thing for an anchor is.major.

Encouraged by the policy, the "gold rush" of live broadcast with goods continues. How to realize the content in the end requires professionals with expressive ability, understanding of marketing and products, so that they can fully and maximally display products to the user groups.

At present, under the background of the detailed supervision of live broadcast, merchants and live broadcast platforms are increasingly inclined to cooperate with mainstream media to obtain the help of "trust value". At this time, the radio and television media should be more cautious when entering the market. When choosing partners that meet their own positioning, we should also pay attention to product quality and after-sales guarantee in live delivery, so that the delivery can better help the economy.

The "Report on Public Opinion Analysis of Consumer Rights Protection in June 18th" issued by China Consumers Association shows that "live broadcast with goods" is one of the main dimensions of negative information about consumer rights protection during this year’s "June 18th" promotion activities. During the monitoring period of the report, a total of 112,384 pieces of negative information about "live broadcast with goods" were collected, with an average of about 5,600 pieces per day, and the slots were mainly concentrated inSome anchors, especially "star anchors", are suspected of having illegal propaganda problems such as promoting the efficacy of products or using extreme words during the live broadcast; The product quality and goods are not right, and the platform anchor sells "three noes" products, counterfeit and shoddy goods, etc. to netizens; Live broadcast brush fan data, sales volume brush fraud "kill chicks"; After-sales service is difficult to guarantee..

The Code of Conduct for Webcast Marketing, which came into effect on July 1st, regulates the behaviors of merchants, anchors, platform operators, anchor service agencies and participating users in Webcast Marketing, and clearly states that anchors shall not make false propaganda on goods and services, deceive or mislead consumers, and shall not falsify data such as traffic in any form, and shall not cheat merchants’ commissions by means of false purchase and return afterwards.

According to Zhongxin. com, the Media Shopping Professional Committee of China Business Federation has also drafted the Basic Specification for Video Live Shopping Operation and Service and the Evaluation Guide for Online Shopping Molding Service System, which are expected to be released and implemented in July, and put forward requirements for employees, product quality, operation and management, service and supervision and management.

In the future, with the gradual implementation of supervision, problems such as low industry threshold, uneven quality of anchors, rampant false propaganda, proliferation of counterfeit products and difficulty in ensuring after-sales service will become the focus of industry norms, and live broadcast will bid farewell to barbaric growth and enter a new stage of development.

Helping the economy can’t be a bit false.

-END-

Rotating editor: Tong Tong

Author: Sifang

Editor: Online

Source: 36Kr, CBN, Zinc Finance, Consumer Z Era, etc.

(Some pictures are from the Internet)

　　Beijing Daily reporter Sun Qiru

　　"Live broadcast with goods" is the inevitable outlet at present, but under the brutal growth and rapid expansion, the industry is also facing many chaos caused by mixed quality and lack of supervision. Recently, China Advertising Association issued the Code of Conduct for Webcast Marketing (hereinafter referred to as the Code). As the first special self-discipline regulation on online video marketing activities in China, it will be officially implemented from today, and the live broadcast will have rules to follow for the first time.

　　Advertising in the live broadcast room must also abide by the advertising law.

　　"Z-largest winery in the world", "Z-low price in the whole network", "Drunk and popular" and "the only winery in China" … … In the vibrato video of a wine blogger, the anchor will hear the sound of "beep" and "beep" from time to time during the introduction of goods.

　　The reporter found that in order to avoid mentioning the word "most" such as "the lowest price" and "the world’s largest", some anchors chose to play the edge ball, hiding the sensitive word "most" directly through the beep sound, and using homophonic words or initials such as "drunk" and "z" in the subtitles to make consumers in the live broadcast room have relevant associations.

　　The Code clearly states that those who publish commercial advertisements in online live marketing shall strictly abide by the provisions of the Advertising Law of People’s Republic of China (PRC). However, the Code does not provide a detailed reference for the anchor behavior in the live broadcast room, which belongs to commercial advertising and which belongs to marketing behavior. Liu Junhai, a professor at the Law School of Renmin University of China, believes that anchors don’t simply read advertisements and introduce products in the live broadcast room, but what they do to consumers is an invitation to offer, which belongs to the category of advertisements. Once consumers agree, a "contract" is established.

　　In addition, for special commodities such as drugs, medical devices and health foods, the regulations are clear. When selling special commodities such as drugs, medical devices, health foods and formula foods for special medical purposes, merchants should obtain corresponding qualifications or administrative licenses according to law.

　　The anchor should be authenticated by real name and must not be faked.

　　With the popularity of live broadcast, in order to increase popularity, brushing bills and buying powder have become the default hidden rules of some industry participants.

　　The "Code" proposes that anchors should ensure that the information is true and legal in live broadcast activities, and must not make false propaganda on goods and services to deceive or mislead consumers. The anchor shall not defraud the merchant’s commission by means of false purchase or after-the-fact return, and the online live broadcast marketing subject shall not use traffic fraud methods such as swiping the bill and speculating the letter to fabricate or tamper with the transaction data and user evaluation.

　　In addition, the anchor should be authenticated in real name when entering the webcast marketing platform, and the front-end presentation can adopt nicknames or other names that meet the requirements of laws and regulations.

　　However, yesterday, the reporter searched for keywords such as "live broadcast service" and "live broadcast viewing" on the e-commerce platform, and still found many merchants who provided the service of buying powder in the live broadcast room, and said that they provided "fans on all platforms, popular service" and "fan promotion, heat promotion, service first and payment later".

　　"Interested babies can buy with a V letter". In some live broadcast platforms, the reporter saw that many anchors will guide consumers to buy privately in the live broadcast.

　　In this regard, the "Specification" proposes that the operators of webcasting marketing platforms of content platforms should strengthen the trading behavior norms of merchants and anchors stationed in the platform, prevent anchors from taking link jumps and other ways to induce users to conduct offline transactions.

　　The platform should establish an anchor credit management system.

　　On June 29th, according to the "618" public opinion analysis report on consumer rights protection released by China Consumers Association, the Fashion Shopping Community Gaining App was named for selling fake and shoddy products, and Luo Yonghao live broadcast with goods overturned. Yesterday, Luo Yonghao responded to the roll call of China Consumers Association, saying that the description was objective and thanked him for his supervision. Luo Yonghao explained that after the "take some time" flowers on the shelves in its live broadcast room withered after arrival, they immediately contacted all consumers who bought the product for a refund and double indemnity.

　　In fact, in Luo Yonghao and other high-profile head anchor broadcast rooms, once the products with goods have problems, under the supervision of online public opinion, after-sales service is relatively guaranteed. The reporter noticed that among the problems reflected by many consumers, in the live broadcast rooms of small and medium-sized anchors on various platforms, problems such as merchants refusing to deliver goods after buying low-priced goods, and goods bought in the live broadcast room not supporting 7 days of unreasonable return still frequently appear.

　　This time, in view of the problem that some consumers have no place to make after-sales complaints after experiencing quality problems in the products purchased in the live broadcast room, the Code requires the platform to establish a convenient complaint and reporting mechanism, disclose information such as complaints and reporting methods, and handle complaints and reports in time. The "Code" also proposes to formulate a catalogue of goods or services prohibited from being promoted in this platform and corresponding rules; Establish credit management systems such as credit evaluation, rewards and punishments for merchants and anchors, and strengthen their awareness of compliance and trustworthiness; Improve the information preservation system of goods and services transactions, and preserve the relevant contents of online live marketing transactions according to law.

[Text/Observer Network Xu Ganang]

Recently, a great event happened in the domestic automobile circle: at the Moroccan station, the first stop of the 2019 World Touring Car Competition (WTCR) which ended on April 7, the first place was a China brand car: Geely Link.

It is worth mentioning that this is also the first time that China automobile brand has entered the stage of the top international RV race.China won the first place at its first show.The Swedish driver bjork, who was driving this Lectra racing car, exclaimed that it was "completely unexpected", climbed onto the roof of Thed Bj?rk after the race and waved a five-star red flag.

Bjork standing on the Lectra 03 waving a five-star red flag is from WTCR.

Video/Observer Network Zhang Yiqing

For his behavior, some netizens made a discordant voice and thought that this flag was "arranged" by Geely.

Today, Weibo certified @ Geely Yang Xueliang, vice president of Geely Automobile Group, to come forward, and called a netizen who questioned this matter alone, saying: The national flag was not prepared by Geely, but was brought by the spectators on the spot; When interviewed after the race, bjork said that he felt the fans’ love for racing and their support for the team and him, and he waved the five-star red flag happily without hesitation. "If you don’t applaud, there is no need to boo."

According to Autosport, the media in the field of racing, in the first race of WTCR 2019 held at Marrakech circuit in Morocco from April 6 to 7, four drivers of Swedish Cyan Racing team drove four Geely Racing cars.In the three races, Lectra 03 was on the podium.: I won the runner-up in the first race and the third place in the second race.In the end, he won the championship in the third race.

According to China Racing Miscellaneous Affairs, before this WTCR, no car brand from China dared to challenge the international top touring car race, but Lectra took the lead in taking the first step, winning the first championship this season in the world’s top race, which also made China manufacturing further reach the world peak.

Link 03 Figure from WTCR

After the game, judging from the video pictures circulating on the Internet,Bjork, holding a five-star red flag, stood on the roof and held his head high.In the end, bjork and Yang Xueliang, vice president of Geely, jointly took the stage to receive the award.

Figure from Twitter

This incident attracted the discordant voice of some netizens on Weibo. On the 10th, Weibo certified Vice President of Geely Automobile Group @ Geely Yang Xueliang.Alone @A netizen, the latter said on the 9 th, "These days, it’s almost time to brush the screen for any world champion. No one from China in the whole team has called a foreigner to wave a five-star red flag." This netizen believes that the five-star red flag was provided by Geely to the drivers, and the latter also spent 100 million yuan, which was "quite worthwhile".

The netizen wrote a message under the Weibo: "I can’t see others being better than myself, but I think it’s natural to see foreigners being better than myself." "You can do it!" "Let’s rub the heat in another way."

Yang Xueliang replied that it is not a day’s work to participate in the world’s top events and build a successful team, nor can it be achieved by just paying money. No long-term comeback, no progress, no broad-minded mind,It is difficult for foreigners to wave the flag.

At 4 o’clock in the afternoon, Yang Xueliang once again issued a document to respond to the "foreign drivers holding five-star red flags".

Observer Network has noticed that many foreign auto media and self-media are also very concerned about winning the championship. Even the official Twitter of WTCR sent a message to congratulate China automobile brands.

WTCR official Twitter

Dutch RTL TV station

Since the media in the field of racing, this number of fans is 34,000.

In 2010, Geely Group acquired 100% equity of Volvo Car and related assets for US$ 1.8 billion, and the latter, including intellectual property rights, was owned by Geely Group. The engine of the Lectra 03 was also jointly developed by Geely and Volvo.

Observer. com noted that bjork also expressed his recognition of China automobile brand in an interview with WTCR after the game.

Bjork was interviewed from WTCR video screenshot

Bjork mentioned the problem of Link 03. In the third race of this competition, Cyan Racing team had two Lectra 03 cars that did not finish the race for some reason. Bjork expressed a little worry. "Because all four cars are the same car, problems in one car may appear in another car immediately."

This article is an exclusive manuscript of Observer. It cannot be reproduced without authorization.

It is a great challenge for the idol Chen Youwei to participate in Actor in Place. In previous programs, from YeHua in to the sky kingdom to King Guo in Empresses in the Palace, Chen Youwei was criticized by the director, but the latest program ushered in a reversal.

Successfully joined the crew directed by Chen Kaige, and Chen Youwei played "Pass the Customs" with Ren Min and Dong Siyi. In this clip, Ren Min and Chen Youwei were actually two smugglers with goods under the cover of students.

Although "Pass the Customs" is not long, it contains a lot of information. Teenagers’ rebellion, young people’s love entanglements, and teenagers’ reckless bravery are all presented in this clip.

After the performance of "Pass the Customs", it was well recognized by the director and the audience, especially the picture of Chen Youwei running, which was very emotional. Therefore, after the latest issue of "Actors in Place" was broadcast, many viewers also said that Chen Youwei really chose the right role this time.

Not only that, Tung shing Yee also bluntly said in the program that the positioning of the three actors in the whole "Pass" is very accurate, and the harmony of the whole segment is the main reason why "Pass" successfully attracts the audience’s attention.

After the review, Tung shing Yee suggested that Chen Youwei should hug the two actresses around him. This time, Chen Youwei also had no idol burden at all, and gave Ren Min and Dong Siyi a "straight man" hug.

Indeed, in the process of an actor’s acting, a good "play partner" is still very important. Undoubtedly, Ren Min, born in 1999, is a young actress. Her performance this time is not only to let the audience see her own brilliance, but also to be more rare, her own light is dazzling, but it will not hide the brilliance of her opponent’s actors. This is really not easy.

In the first episode of "Actor in Place", Ren Min’s partner Shi Baiyu starred in Better Days’s segment, and Ren Min’s acting skills were also quite recognized. Her market was initially rated as S-class. After Better Days’s performance, she still got the S card, and even watched Better Days’s segment. It was an intuitive feeling that, to some extent, Ren Min was driving Shi Baiyu’s emotions. In the end, Ren Min and Shi Baiyu were also a win-win situation, and both of them kept up.

The same is true of this "Pass", and Chen Youwei’s progress is obvious to all. When Chen Youwei plays with other young actors, the effect is that Chen Youwei is dragging down his teammates. But this time, in Pass, Ren Min, Dong Siyi and Chen Youwei all perform their own personalities, and they complement each other, which finally makes the whole picture very amazing.

As a young actor, although Ren Min’s face value is very "idol", from Yi Yao in the movie "A River of Sorrow" to Princess Hui Rou in the TV series "Qingpingle", the role played by Ren Min is not a simple idol. Perhaps it is the positioning when she debuted that she has never played a silly idol drama. Therefore, Ren Min’s acting skills are not flattering and will not make the audience feel that she is using her face value to make up for her acting skills.

However, it is precisely because idol dramas are rarely performed that Ren Min’s popularity in the entertainment circle is not very high. Even compared with Chen Youwei, her popularity is slightly inferior. This time, it is also a good thing for Ren Min to participate in the program "Actor in Place". Because of the popularity of the program itself, the popularity of the actors has also increased and attracted more attention. In the program, some producers bluntly said that Ren Min is very aura.

A good film and television drama actually needs the actors to fulfill each other, and a popular variety show actually needs to be "mashed up" to attract the audience’s attention. A good play partner like Ren Min, coupled with Chen Youwei’s controversial points, and their mix and match combination, finally presents a good screen effect.

In this kind of competitive performance program, the actors can collide with each other and eventually the audience will buy it. For example, in previous programs, Yan Zidong and Caiqi Yang performed "The Kiss of Pranks". At that time, when it was broadcast, both the director and the audience felt that the performance was very real and the effect presented was very comfortable.

In "Pass the Customs", Ren Min relies on acting skills, Chen Youwei relies on the advantages of facial features and movements, and Dong Siyi relies on the simple temperament of the girl next door. The highlights of each other are integrated without conflict, which makes a relatively successful work. Whether it is Chen Youwei, Dong Siyi or Ren Min, they can present such a work, which is also a kind of mutual fulfillment for three people. Text/Chen Wei is cool