Hua Xizi finally appeared.

On September 10th, Li Jiaqi’s phrase "What’s so expensive about 79 yuan" caused a heated discussion among netizens about the price of Hua Xizi’s eyebrow pencil. Nine days after the incident, Hua Xizi’s official Weibo account issued an "apology statement" and launched a prize collection in Weibo, planning to send out 100 beauty gift boxes and 10,000 eyebrow pencils.

Source: Hua Xizi official Weibo

However, for this belated letter, many netizens did not buy it. The words "Hua Xizi’s apology is not sincere enough" and "Hua Xizi’s apology letter does not need to repeatedly emphasize that he is a domestic product" were searched in turn, and the public relations department of Hua Xizi also reported the news of collective resignation …

What exactly does Hua Xizi’s "apology statement" mean? Can Hua Xizi win the "forgiveness" of consumers by sending 10,000 eyebrow pencils?

The more you apologize, the angrier you get?

Let’s disassemble and analyze Hua Xizi’s response letter first.

"Thank you for your attention to Hua Xizi" and "Hua Xizi received great attention from the whole network in the past week". These words show that Hua Xizi knew about the "eyebrow pencil incident in 79 yuan", but the brand choice was "silent" at the forefront, but "fearful and at a loss".

Now I’m sorry, but I didn’t say it in time because I was concerned, not for anything else.

As Hua Xizi said, during this time, they "constantly absorbed everyone’s criticisms, opinions and suggestions". Theoretically, the next paragraph should talk about how to put these suggestions into action.

However, I didn’t say.

Hua Xizi is still apologizing for taking up too many public resources. Thank you for your attention. He said that the team has fully recorded, compared, revised and improved the relevant opinions, but did not say a word about how to do it. It is not very clear what the initial heart is when you read it.

The last few paragraphs tell our own brand story, and the core point can be summarized as five words: We are made in China. This part accounts for almost half of the whole letter.

The full text did not mention the eyebrow pencil price incident, did not explain the eyebrow pencil price, and did not say how to improve it in the future. It just said sorry for occupying public resources and not making a sound in time, and emphasized its domestic identity.

Netizen’s Interpretation of Hua Xizi’s A Letter | Source: Xiaohongshu @ Berby 888 Video Screenshot

No wonder netizens don’t buy it, because the whole apology statement seems to imply a logic: I’m sorry, but I’m Chinese.

And this logic of "I’m sorry, but …" will, without exaggeration, ruin the whole apology.

Psychologically, this kind of sentence is called "fuzzy message". In the same sentence, there are two contradictory contents: I am wrong, but the reason is … This kind of description will make it difficult for the listener to understand and even misunderstand what you really want to express. After all, it is like trying to shift the responsibility to other reasons.

So some netizens asked Hua Xizi, "Can it be so expensive to sell domestic products?" Of course, domestic products can also be expensive, but the focus of this eyebrow pencil price storm is not whether the brand is domestic products.

Correct apology posture

So, what should an appropriate apology look like?

The Intercultural Speech Act Realization Project (CCSARP) has analyzed apologies in five countries and extracted five components of apologies:

(1) Acknowledge (sorry, sorry, embarrassed in language)

(2) explanation

(3) bear

(4) compensation

(5) Commitment

Other scholars have also put forward different apology models, all of which are similar to CCSARP model, with three basic components: recognition (mistake), commitment (responsibility) and commitment (compensation).

Admitting (mistakes) is easy to understand, focusing on "taking responsibility". Taking responsibility is the core of the apology model. Apologists should pay special attention to the artistry of words, and people should feel that they are willing to take the initiative to take this responsibility after self-reflection. Taking the principle of no excuse and no argument will play a icing on the cake.

In view of this, Sean Mala Tang’s response to the incident of selling "fake mutton" in its own franchise stores is a negative example.

In July this year, a consumer bought mutton in a store in Mala Tang, Sean. At that time, the clerk said it was pure mutton, but after the consumer sent the mutton for inspection, the ingredients of pork and duck were detected. For this matter, the customer service staff of Sean Mala Tang Headquarters responded that "after verification, it was found that the store involved had privately purchased the mutton rolls, and the mutton rolls tested in the video were not the products uniformly distributed by our headquarters".

On August 7th, the official micro-announcement of Sean Mala Tang announced the progress of incident tracking and subsequent rectification measures, but netizens did not buy it. It turned out that Sean Mala Tang simply said, "We are mainly responsible for lax supervision …", but in actual operation, it only deducted the deposit of the stores involved, and did not deal with the lax supervision of the headquarters.

There is no attitude of "taking the initiative to take responsibility, no excuses, no arguments", and there is no corresponding action. Just saying "we take the main responsibility" can’t fool consumers.

Not to mention Hua Xizi’s "A Letter" this time, he didn’t say anything wrong at all, let alone what responsibility he had to bear …

Finally, let’s talk about commitment (compensation). Whether an apology is sincere or not can be reflected at this point.

As far as apology is concerned, if you only say "I’m sorry" and "I’m sorry", without telling the cause and effect, and without proposing any punishment or remedy, then in the other party’s view, it is also a insincere apology.

For example, if you are late for a weekly meeting and say "I’m sorry, I forgot to attend the meeting" when you enter the meeting room, you will make everyone feel that you are a dereliction of duty and don’t pay attention to this meeting at all. When a fault occurs, no matter how small it seems to you, you need to take some remedial measures to make up for it, show your sincerity, and think of a solution after a good thing, so that the other party can feel your apology.

Hua Xizi’s approach is to send out 100 beauty gift boxes and 10,000 eyebrow pencils.

Not to mention the final cost of these gifts, Hua Xizi’s behavior is not sincere enough: it did not write this "gift-giving activity" in a Letter, but sent a Weibo alone, and characterized this behavior as a prize collection. If you want to have a chance to get a gift, you have to forward its lucky draw Weibo.

In this regard, the prizes are not released at one time. At present, only 200 eyebrow pencils have been released, and the rest, in Hua Xizi’s words, "will be drawn one after another from September 23 to September 24".

Source: Hua Xizi Weibo screenshot

It’s hard to say whether Hua Xizi’s operation is compensating consumers or taking the opportunity to promote his own brand … No wonder some netizens said that this prize collection activity was "insincere and full of scheming".

Beyond the three cores, whether an apology should include an explanation is also an easy point for an apology statement.

There are two views on this. Some people think that explanation is cover-up, and cover-up is unwilling to take responsibility and want to find excuses, and the offender should not have any excuses. Others think that explanation is to show that it is not intentional to offend, which can eliminate misunderstanding and guilt.

In fact, we can change our thinking. Besides the three basic components of apology, explanation can be used as an auxiliary means of apology.

This means that it can’t independently express the apology intention, can’t independently constitute an apology act, and doesn’t have to appear, but it can form an auxiliary part of the apology speech act to help express the apology intention more completely and achieve better communication effect. More importantly, it can’t account for too much. An apology letter, half of which is an explanation, is suspected of shirking responsibility.

Another thing to note is that it is better to apologize sooner than later.

Many people (brands) will feel that apologizing = admitting mistakes = admitting that I (brands) suck = being rejected by society. For this reason, many people don’t apologize when they should apologize, but hide in order to avoid the accusations of public opinion. However, no matter how long they hide, when they show up again, what should come will still come, criticizing and accusing, even with interest.

If I had known this, I might as well apologize.

Give an apology "model"

Some time ago, the mutton rolls of Banu’s sub-brand Chaodao Store were reported to contain duck meat, which attracted attention. For this matter, Banu responded quickly, apologizing, introspection, compensation and commitment were all done. To tell the truth, it is difficult for consumers to know whether the measures taken by relevant responsible persons and external partners are really implemented, but judging from this apology statement alone, it is indeed full of sincerity.

Source: Weibo @ Banu beef omasum hotpot

However, even if you apologize and apologize "perfectly", it does not mean that others must choose to forgive.

Some people will put pressure on each other after apologizing: "I have already apologized, but what if you don’t forgive me?" There is a logical fallacy here-not all apologies can bring forgiveness, and apologies are not an emotional kidnapping.

American psychologist Harriet Lerner pointed out that forgiveness is not a yes or no mechanism, but a "degree". You can forgive someone 10%, 50% or 90%, and more often, forgiveness is a process rather than a decision, which is why it often takes us a while to forgive someone. If the other party doesn’t forgive you this time, apologize a few times more and give the other party a little time, maybe it can promote the progress of the progress bar.

That is to say, if you want to apologize, you should recognize all the mistakes from beginning to end, and don’t always think about "I apologized, why don’t you forgive me?"

Besides, Hua Xizi’s "A Letter" response is not a successful apology statement from any angle.

But from the perspective of overall public relations, the effect of this letter is not bad. You see, now people are paying attention to its public relations team, and "Hua Xizi’s public relations department or collective resignation" and "Hua Xizi’s annual salary of 630,000 strokes of public relations" are hot searches in turn.

The starting point of the whole thing, Hua Xizi 79 yuan’s eyebrow pencil, seems to have been forgotten.

　　If the commercial battle between Yuan Meng Xing and Egg Party in the past few months is still in the dark, the glory of the king and Yin Yang Shi put the war of abuse on the stage this time, and the focus of controversy is material plagiarism. Behind it is Tencent andThe two largest in ChinaCompany, continuously boarded several hot searches.

　　On the evening of March 22nd, its mobile game "Master of Yin and Yang" sent a letter to the glory of the king, accusing the glory of the king of plagiarism.

　　The lawyer’s letter lists some characters, saying that "Li Bai Broken Moon Sword Heart" in the glory of the king is suspected of infringing the role design of "SUSANOO" in Teacher of Yin and Yang, and "Priestess of Death" material is suspected of infringing the "SP God" in Teacher of Yin and Yang.

　　According to the contents of the lawyer’s letter, according to the Copyright Law, the Anti-Unfair Competition Law and relevant judicial provisions, the above acts are suspected of copyright infringement and unfair competition. Subsequently, # Yin Yang Shi wrote a letter to the glory of the king, a lawyer #, ranking first in the hot search, with nearly 100,000 discussions as of press time and over 80 million readings.

　　More than four hours later, the glory of the king responded urgently in the middle of the night, referring to "a series of malicious acts of some games today and in the past", arguing that "Yin and Yang Shi" repeatedly published false content defaming "the glory of the king" through official accounts, trying to gain attention; Secondly, "the glory of the king" also believes that "Yin Yang Shi" publicly releases commercial incentive tasks to guide creators to make malicious video content at a price suspected of 20 yuan; It is also mentioned that "according to the authentication standards of some games, they have been suspected of copying our popular characters many times".

　　The glory of the king said that the investigation and evidence collection have been completed and legal measures will be taken to seriously fight back. "It is not advisable to touch porcelain at high frequency, and it is the right way to focus on yourself." On March 23rd, # the glory of the king said that he would seriously fight back # # the glory of the king, the teacher of Yin and Yang, rushed to the hot search, and the reading volume exceeded 100 million.

　　As two classic games that have been online for eight years, Tencent’s the glory of the king and Teacher of Yin and Yang have gathered many fans, and their "interaction" from a distance has also attracted a lot of attention.

　　A game commentator believes that the significance of this matter is to let major game manufacturers know that many players hate plagiarism, so when they play games in the future, they may pay more attention to this aspect for word of mouth. In addition, after repeated pulling by both sides, we may find that there may be some imperfections in some laws and regulations related to plagiarism in China, and then optimize or improve them.

　　The above game commentary expresses the hope that there will be less and less plagiarism in this circle, so that a really good game can appear. For this battle, whether you can win or not is second. "The most hope is that the two sides will fight with real swords and guns, and they will not spray each other on the Internet. Even if they want to spray, they will focus on indictments, judgments and related laws and regulations, rather than playing rice circles."

　　In fact, it is not uncommon for the game circle to argue about material plagiarism. In April 2022, Netease’s game "Drawing Travelers in Time and Space" was officially released.Posted a message, saying that Tencent’s mobile game "the glory of the king" copied its original design, and then related keywords quickly rushed to the top of the hot search list.

　　Shortly after the incident fermented, the glory of the king suppliers announced on the Internet at full speed that "the column bulletin board designed for the glory of the king may be similar to other product bulletin boards, and the actual situation of the design creation is being urgently investigated".

　　In October, 2021, the poster of the glory of the king’s new IP tour "Code: Zero Three" was regarded as copying "The Original God", and the official issued an apology the next day, saying that this incident was mainly caused by the outsourcing company that made the poster, and the relevant personnel of this incident would be dealt with seriously.

　　Up to now, "the glory of the king" is still one of Tencent’s mobile games with the strongest ability to attract gold, and it is also the Top1 in the domestic game revenue list all the year round. According to the latest China APP Store mobile game revenue ranking released by SensorTower in February, the glory of the king continues to rank first, while Netease’s Going Against the Water ranks fifth.

　　However, the glory of the king, a domestic evergreen mobile game, may also face the pressure of extending its life cycle. On March 20th, Tencent released its annual financial report for 2023. The annual revenue of the game part was 179.9 billion yuan, a year-on-year increase of 5.4%. Among them, the overseas market revenue was 53.2 billion yuan, up 14% year-on-year, while the local market game revenue was 126.7 billion yuan, up only 2% year-on-year. In China, Tencent urgently needs a new explosion to replace the glory of the king and stimulate growth.

Schwarzenegger and Hamilton

1905 movie network news On July 18th, North American time, Arnold Schwarzenegger, linda hamilton, director tim miller and many other masters brought their new films (provisional translations) to SDCC Comic-Con. In addition to a brand-new behind-the-scenes production special, the Terminator crew also announced that edward furlong, who plays kate connor in the film, will return to play in the headquarters for the first time.

In this special edition, directors tim miller, Schwarzenegger and linda hamilton appeared in turn to recommend the highlights of the film for fans. The whole film continues the hard-core fighting style of the series, and has been upgraded on this basis. Various blasting melee scenes are dazzling and shocking. Although James Cameron was absent from the event, in the special edition, Cameron said that the latest Terminator would bring "adrenaline rush" to the audience, and "Card God" also praised director tim miller for filming the original style of the series.

Terminator: Dark Fate also announced another heavy news in SDCC activities: edward furlong, the actor who plays the young kate connor in Terminator 2: Judgment Day, will return to Terminator: Dark Fate this time. This is the first time that edward furlong has returned to star in this series of films after Terminator 2.

Creative group photo

In Terminator: Dark Fate (tentative translation), Arnold Schwarzenegger, the soul figure, made a heavy return as the "Terminator T-800" for the sixth time. Linda hamilton will once again play the role of Sarah Connor, the first female host. As the "father of the Terminator", Cameron is the screenwriter and producer himself. The reunion of the series of golden triangle also makes this terminator’s latest work more exciting.

Schwarzenegger

In this SDCC activity, Arnold, who is about to celebrate his 72nd birthday, is full of energy, not only in a good mood, but also praises the SDCC comic exhibition as a good place to promote movies. And linda hamilton, the heroine, is still in excellent spirits. At the event, Linda was domineering, and she kissed the "governor" on her own initiative, causing an uproar. I wonder if the two of them will join hands to fight against the villains again.

Mackenzie davis, a former actor, plays the biochemical Grace in Terminator: Dark Fate, protecting Dany, a dark-haired girl played by Natalia Reyes. Mackenzie spoke highly of linda hamilton in the interview. When asked who would win the battle for the actress in the cast, Mackenzie replied without hesitation; "Linda will win because she has a strong inner spiritual strength."

Mackenzie Davis

It is reported that Terminator: Dark Fate (temporarily translated) follows Terminator 2: Judgment Day in the plot and forms Cameron’s orthodox Terminator Trilogy together with the first two films. The film will be released in North America on November 1, 2019. I believe that it will once again set off a classic frenzy, which will bring new shock and emotion to thousands of fans.

　　BEIJING, July 30 (Xinhua) According to the website of the Ministry of Education, recently, the Ministry of Education issued opinions on strengthening and standardizing the internship management of ordinary undergraduate colleges. The opinions pointed out that universities and internship enterprises should provide students with necessary conditions and a safe and healthy environment. Students should not be arranged to practice in entertainment places, and they should not charge students fees in violation of regulations, and they should not detain their property and certificates.

　　In recent years, with the joint efforts of universities, government agencies, enterprises, institutions and social organizations, the integration of Industry-University-Research has been deepened, and the internship of college students has been carried out steadily and the quality has been improved steadily. At the same time, some colleges and universities still pay insufficient attention to practice, insufficient investment in practice funds, irregular practice base construction and inadequate practice organization and management, which affect the overall improvement of talent training quality to some extent. In order to further improve the quality of practice and effectively safeguard the legitimate rights and interests of students, schools and practice units, the Ministry of Education put forward relevant opinions on strengthening and standardizing the practice management of ordinary undergraduate colleges and universities.

　　The opinion mentioned that it is necessary to fully understand the significance of internship and accurately grasp the requirements of internship in the new era.

　　In addition, the opinion said that the internship teaching arrangement should be standardized from four aspects. First, strengthen the construction of practice teaching system; The second is to arrange the organization form of internship reasonably; Third, scientifically formulate the internship program; The fourth is to choose a good practice instructor.

　　The opinion also pointed out that it is necessary to strengthen the organization and management of internship. Colleges and universities should work out internship plans together with internship units, clarify internship objectives, tasks, assessment standards, etc., and jointly organize and implement student internships. Practice instructors should do a good job in training students, track and guide students’ internship on the spot, check students’ internship, deal with problems in practice in time, and do a good job in internship assessment. It is strictly forbidden to entrust intermediary agencies or individuals to organize and manage students’ internship on their behalf.

　　According to the opinion, colleges and universities should conduct on-the-spot investigation and evaluation before determining the internship unit, and after determining that the internship conditions are met, they should sign a cooperation agreement with the internship unit to clarify the rights, obligations and management responsibilities of both parties. If the cooperation agreement is not signed according to the regulations, no student internship may be arranged.

　　The opinion also said that it is necessary to strengthen the management of student education. Colleges and universities should do a good job in safety and discipline education and daily management of students. Practice units should do a good job in students’ safety production and professional ethics education. Students should respect the practice instructors and on-site technicians, abide by the rules and regulations and labor discipline of the school and the practice unit, keep the secrets of the practice unit, and obey the on-site education management.

　　At the same time, we should do a good job in protecting students’ rights and interests. Colleges and practice enterprises should provide students with necessary conditions and a safe and healthy environment, and may not arrange students to practice in entertainment places, charge students fees in violation of regulations, or detain students’ property and certificates. Before the internship, colleges and universities should buy internship liability insurance or personal injury accident insurance for students.

　　In addition, it is necessary to strengthen the management of on-the-job and on-the-job practice. On-the-job and on-the-job practice is an essential practical link to cultivate applied talents, and all colleges and universities should organize it scientifically and implement it according to law. Strictly sign the internship agreement among schools, internship units and students, and clarify their respective rights, obligations and responsibilities. Strictly abide by the regulations on working hours, rest and vacation. Unless there are special requirements for clinical medicine and other related majors and internship positions, the working hours shall not exceed 8 hours per day and 44 hours per week, and overtime and night shifts shall not be arranged. In order to protect the rights and interests of internship students to obtain reasonable remuneration, the labor remuneration shall not be lower than 80% of the salary standard for probation period of the same post in principle. In order to protect the legitimate rights and interests of minors, students under the age of 16 may not be arranged for internship.

　　The opinion also mentioned that it is necessary to improve the work responsibility system and strengthen the construction of practice bases. Colleges and universities should continuously deepen the integration of production and education, vigorously promote the construction of practice bases, and encourage the construction of comprehensive, open and shared practice bases that meet the needs of multi-disciplinary practice. Support qualified provincial education administrative departments and universities to strengthen the construction of internship information, establish an internship information management platform, realize the docking of internship demand information between schools and enterprises, and strengthen the whole process management of internship. Support colleges and universities to strengthen the application of modern information technology and virtual simulation technology in practice, and encourage the development of corresponding virtual simulation projects to replace on-site practice that cannot be carried out due to factors such as production technology and technological process.

　　The opinion also pointed out that colleges and universities should increase the input of internship funds to ensure the basic needs of internship. We should actively strive for the support of internship units, reduce the cost of internship and ensure the quality of internship.

　　Finally, the opinion emphasizes strengthening the supervision of internship work: the provincial education administrative department should strengthen the supervision of internship work in colleges and universities, focusing on monitoring whether the internship links in the undergraduate training program are scientific and reasonable, whether the internship organization and management are standardized, whether the safety and legitimate rights and interests of students are guaranteed, whether the internship funds are sufficient, and whether the internship effect reaches the predetermined goal. Commend universities with solid internship work and remarkable achievements in internship teaching reform and research. Investigate and deal with violations in the internship process in a timely manner. For schools and places with poor supervision, frequent problems and strong social repercussions, it is necessary to interview relevant responsible persons, urge them to implement the main responsibility, and conduct informed criticism within a certain range.

　　In order to speed up the solution to the problem of "where to go for fitness", the General Office of the General Administration of Sport, together with the General Offices of the National Development and Reform Commission, the Ministry of Finance, the Ministry of Housing and Urban-Rural Development and the People’s Bank of China, recently issued the "Work Plan for the Improvement of National Fitness Facilities (2023-2025)" and launched the "National Fitness Facilities Improvement Action".

　　According to reports, the "National Fitness Facilities Improvement Action" will focus on four major actions: strengthening the foundation of fitness facilities, improving quality, providing excellent services and increasing benefits, expanding the increment of fitness facilities, improving the quality of fitness facilities, making good use of the stock of fitness facilities, and improving the open service level and comprehensive use efficiency of fitness facilities; According to the plan, by 2025, the county and village three-level public fitness facilities and community 15-minute fitness circle will achieve full coverage, mass sports events based on fitness facilities will become more popular, and the service level and use efficiency of public fitness facilities will be further improved.

　　In addition, the work plan also proposes that in principle, all newly-built fitness facilities in various places should be equipped with 100% fitness facilities for the elderly and children. At the same time, combined with the urban renewal work such as the renovation of old urban communities and the construction of complete communities, the embedded fitness facilities will be built by using the urban "Jinjiao Yinbian" to build a multi-level and diversified fitness circle around the masses.

　　The State Sports General Administration said that the next step will be to make concerted efforts with the National Development and Reform Commission, the Ministry of Finance, the Ministry of Housing and Urban-Rural Development, and the People’s Bank of China, make overall use of various funding channels, establish and improve the incentive mechanism, increase supervision, speed up the solution of the problem of "where to go for fitness" and promote the construction of a higher-level public service system for national fitness. (CCTV reporter Yang Wei)

　　Is this year’s "May Day" file too crowded? Yesterday, the movie "When Love Comes" suddenly appeared in the "May Day" file pre-sale list of Lighthouse Professional Edition. At one time, there were as many as 14 films in May 1st, which was twice as many as those in the Spring Festival. After several appearances, there are still as many as 13 films, which is the largest number of films in May 1st in history.

　　Although there are many films, the box office is not satisfactory. It has been a week since the pre-sale of the May 1 movie. According to the real-time data of Lighthouse Professional Edition, as of 17: 50 on April 28, the total box office of the May 1 movie (including the new movie released on April 30) exceeded 100 million yuan. Insiders pointed out that compared with Spring Festival, Summer Holiday, National Day and New Year’s Eve, the "May Day" file can only be regarded as a "waist file", but it is this waist file that attracts more than a dozen movies, as if it were more popular than the Spring Festival file.

　　The films are released together, why is the pre-sale cold? How should the industry re-examine the festival schedule? Under the "involution" of the waist schedule, we may wish to have some cold thinking.

　　Is the "May Day" file worth squeezing?

　　The output value of "May 1st" file is obviously higher than that of Qingming file, Dragon Boat Festival file and Mid-Autumn Festival file. This year’s "May 1 ST" file showed a situation of "one super and many strong" in the pre-sale stage like the Spring Festival file, and the word-of-mouth of the film became more and more important.

　　"My happiness is gone." Many fans sighed when they learned that "Antique close encounter of mahjong", which was originally scheduled for May Day, was withdrawn. "Antique close encounter of mahjong" is not the only film that disappeared from the May 1 ST file. The film "There is She in the World" directed by Zhang Aijia, Li Shaohong and Chen Chong also disappeared in the pre-sale lineup of the May 1 ST file, which made many people’s expectations fail. At present, it is not known when it will be released.

　　Movies such as Manas Man, Migratory Birds and Dog Fruit Theorem once quietly appeared in the "May Day" file list, and then quietly left; "Running to the Sea" and "When Love Comes" suddenly filled the position in recent days. At present, there are 13 May 1 movies that have been pre-sold, including My Love’s On the Cliff, Secret Visitor, Fighting Against the Black, ONCE UPON A TIME IN HONG KONG’s The Sunshine Robber, The True Three Kingdoms, GG Bond Movie, The Diary of a Dinosaur, Searching for Han, etc., making it the largest number of May 1 movies in history.

　　Among this year’s "May 1" movies, the most eye-catching one is the spy war movie "Above the Cliff", which was first tried by director Zhang Yimou. The film, starring Zhang Yi, Yu Hewei, Amanda, Zhu Yawen and Liu Haocun, tells the story that in 1930s, a group named "outrat" was sent to the Northeast, and fought bravely with the enemy and carried out covert operations under severe test. Before the release, the film accumulated word of mouth after screening, and the score of cat’s eye screening was as high as 9.2 points. Previously, films such as Antique close encounter of mahjong and There is She in the World were withdrawn from the archives. Apart from being "too crowded", many people analyzed it to avoid such strong films as Above the Cliff. However, with the withdrawal of two films with more attention, there are not many films that can be regarded as heavyweights in this year’s "May 1" file.

　　Yu Xiansheng, the manager of a Shanghai cinema, thinks that this year’s "May Day" movies are of good overall quality, such as My Love, the star-studded Above the Cliff and Secret Visitor, which have high box office expectations. At the same time, he is optimistic about the movie "True Three Kingdoms Warriors" adapted from the game. Although the pre-sale of the film is not ideal at present, it is better than the strong cast, which is expected to attract many fans of the Three Kingdoms and game fans to watch the movie.

　　In the May 1 movie, Professor Ishikawa of Shanghai Theatre Academy was more optimistic about Above the Cliff, and he predicted that ONCE UPON A TIME IN HONG KONG might also become a dark horse. "Hong Kong films have a high degree of completion from the film industry level, mainly depending on the director’s degree of play." He believes that the collective absence of appealing young and middle-aged directors such as Xú Zhēng, Frant Gwo and Luyang in this year’s "May 1 ST" file exposed the problem of insufficient creative power at present. "After their films entered the Spring Festival file, the" May 1 ST "file could not get a strong film. Although there is Zhang Yimou, it is not attractive enough for young movie-watching groups."

　　Is the "May Day" file worth squeezing? According to the historical data, the highest box office record of the "May 1st" file is 1.527 billion yuan for the four-day holiday in 2019. If the natural growth brought by the extension of holiday time is not counted, the "May 1st" file is also the second three-day holiday box office after the New Year’s Day file, which exceeds 1 billion yuan, and its output value is significantly higher than that of Qingming file, Dragon Boat Festival file and Mid-Autumn Festival file. With the extension of the May Day holiday to five days, its position in the film market will continue to rise in the future.

　　Liu Zhenfei, an analyst at Cat’s Eye Research Institute, said that in 2021, there will be 13 May 1 movies, among which 9 movies, including My Love’s Above the Cliff and Secret Visitors, the number of people who want to see Cat’s Eye exceeds 10,000. In 2018, the total number of new films around the "May 1 ST" file layout was 10, and the number of people who wanted to see it was 6. This year, both the number of scheduled films and the number of popular films have reached a record high. "Overall, this year ‘ May Day ’ In the pre-sale stage, the stalls are like Spring Festival stalls ‘ How strong is one super ’ The situation, but ‘ How strong ’ The situation is not clear at present, and the final decision is in the hands of the audience. Word of mouth is becoming more and more important for films in fierce competition, which has become a trend. "

　　Love movies become the biggest winners?

　　In the fast-paced life, watching brain-burning suspense and spy war movies is naturally no match for relaxing and enjoyable youth romance movies. However, "Above the Cliff" and "Secret Visitors" have more word-of-mouth protection than My Love.

　　According to Mu Chen, Dean of the Lighthouse Research Institute of Alibaba Pictures, the "May 1" file does not belong to the big schedule, and the current pre-sale situation is still normal. "In the last four or five years, ‘ May Day ’ The box office has maintained a steady growth rate, and the average box office in the past two years has reached more than 300 million yuan. This year is a five-day holiday, which physically lengthens the time dimension of the schedule and will definitely broaden the schedule capacity. "

　　Thirteen films were released together, naturally some people were happy and others were sad, but many people didn’t expect the romantic film My Love to rank first in the pre-sale. According to the statistics of Lighthouse Professional Edition, as of April 28th, the total pre-sale of My Love before screening has exceeded 41 million yuan, followed by the film Above the Cliff directed by Zhang Yimou, which exceeded 25 million yuan. Director Chen Zhengdao’s Secret Visitor, another suspense film after Master of Memory and Master of Hypnosis, ranked third with over 10 million yuan.

　　Judging from the film theme and lineup, My Love does not have obvious advantages. The film, starring Greg Han Hsu and Zhang Ruonan, tells the story of Zhou Xiaoqi’s love for You Yongci who fell in love at first sight when he was young for 15 years, but missed and reunited again and again under the trick of fate. It was originally planned to be released on May 20 th, the homonym "I love you".

　　It is hard to imagine that the pre-sale of this romantic film featuring "sweet abuse" can beat Zhang Yimou’s spy war blockbuster and Secret Visitor starring Aaron Kwok, Duan Long and Zifeng Zhang.

　　Since 2013, "To Youth We Will Die", youth romance films have been dominating the box office of "May 1st" file. This year’s "Above the Cliff" and "Secret Visitors" did not perform as expected. Is it because suspense and spy films are not as popular as romantic films?

　　According to the report of Lighthouse Research Institute, in recent years, from the perspective of type distribution, there is a feature that love and action suspense alternately prevail. In terms of audience types, the core audience of romantic films is larger than that of suspense spy films. Whether the audience can empathize and release strong emotions is an important weight for romantic films to achieve high reputation and box office.

　　My Love tells the love story of ordinary people. After the release of his own lineup, the related video broadcast volume easily exceeded 100 million. On the vibrato platform, the film was marketed on the topic of "Ten years of long-distance love, and finally lost to reality", which caused heated discussion among netizens.

　　Many people can’t help but write their emotional past and breakup experience under the video. As the film emphasizes in the propaganda, My Love interprets every "I" in love. "This film is for everyone, and I hope everyone can find their own past in this film and find their own appearance in love."

　　According to Mu Chen’s analysis, My Love is a film with strong social attributes, and its theme types, including the main creative lineup, are very suitable for the young audience, so it is normal to achieve the current popularity and pre-sale results. Next, it depends on whether the content quality can be recognized by the core audience, which is the key factor for it to dominate the schedule. "Romance films are usually difficult to squeeze into the big schedule, and it is not surprising to dominate the small schedule."

　　Ishikawa believes that it is a bit accidental that My Love ranks first in the pre-sale of May 1 ST, but the suspense film genre is relatively new in China film market, and there are not many breakthroughs in recent years. The box office performance is not very good, and the pre-sale of Secret Visitors is not ideal. Although Zhang Yimou’s films have a high artistic level and excellent production, they are also facing the problem of being out of touch with the mainstream audience of the post-90s and post-00s.

　　In the fast-paced life, going to the cinema to watch a brain-burning suspense and spy movie is naturally no match for a relaxing and enjoyable youth romance. However, in the eyes of the industry, from the perspective of lineup and production, Above the Cliff and Secret Visitor are obviously more word-of-mouth than My Love. Even if the latter is ahead in pre-sale, if the word-of-mouth is not ideal, it may be quickly overtaken on the first day of release.

　　Should the movie schedule be changed?

　　Hoping on the slotting effect, it is inevitable to have a gambling mentality. Resources are too concentrated, and it is not good for the market in the long run. The industry should think about how to actively adjust the schedule and tap the potential of small schedule.

　　The strongest Spring Festival file in history born this year is inseparable from the transfer consumption generated by the call of "celebrating the New Year on the spot". With the normalization of epidemic prevention and control, the number of people traveling on May 1 this year has greatly increased. Statistics show that this year’s "May 1" Shanghai hotel orders increased by about 12 times year-on-year, and the number of tourists nationwide is expected to reach a new high. With the increasing number of people traveling, it is bound to curb movie consumption to a certain extent, which makes the market prospect of this year’s "May 1 ST" file confusing.

　　At present, the Lighthouse Research Institute predicts that the overall box office of the "May 1" file will reach 1.8 billion yuan. Judging from the pre-sale, My Love’s Secret Visitor and Above the Cliff are in the first camp. "The estimated target is 4 billion yuan, and the overall box office should not be too bad." Ishikawa believes that this year’s "May 1" film lineup is not weak, with directors, actors and stories … … Most of them are above the passing line. If two or three films can break 1 billion yuan, the box office is expected to hit a new high in the same period.

　　"More than 10 films grab ‘ May Day ’ File, the most direct reason is this year ‘ May Day ’ The holiday lasts for 5 days, and the deeper reason is that the schedule efficiency and market share have become higher and higher since the resumption of work. " Liu Zhenfei believes that this year’s "most crowded ‘ May Day ’ File "continues the competition trend of Spring Festival file, but the non-file period is more deserted than in previous years, which may be a microcosm of the overall box office trend of the film market this year. "In the first quarter, for example, although the New Year’s Day file was 1.3 billion yuan in three days and the Spring Festival file was 7.8 billion yuan in seven days, the overall box office in the first quarter was 18.1 billion yuan, compared with 18.7 billion yuan in 2019. This is related to the fact that overseas markets have just recovered and the number of popular imported films has been greatly reduced, but in the final analysis, the market is increasingly dependent on the schedule."

　　"To tell the truth, my biggest worry happened after the Spring Festival." Ishikawa found that after the Spring Festival, the movie box office fell off a cliff, and once the box office was only more than 20 million yuan a day. "In previous years, the popularity of the Spring Festival stalls will continue for a period of time, driving the small stalls such as Valentine’s Day to rise. We call it the hammock effect. However, after the end of the Spring Festival stalls this year, the box office suddenly fell, which also stimulated the producers to squeeze into the festival stalls." Mu Chen also believes that "the most crowded ‘ May Day ’ The emergence of "stalls" is related to the increasing concentration of the film market in China in recent years. For large-scale films, the schedule shows a particularly strong adsorption to the film side, and everyone hopes to get higher popularity and better box office with the help of the schedule.

　　Hoping on the slotting effect, it is inevitable to have a gambling mentality. "Resources are too concentrated, and everyone is bleeding, which is not good for the market in the long run." Ishikawa believes that the industry should think about how to actively adjust the schedule, for example, by appropriately reducing the ticket price to encourage the usual film scheduling, disperse the competitive pressure of the festival schedule, stimulate public consumption, and tap the potential of the small schedule. Several films such as Antique close encounter of mahjong, etc. should have seen this and made a rational choice.

　　Although the schedule benefit is high, some films suitable for long-term travel have achieved good box office in relatively deserted months. For example, "Calm Down" directed by Li Xiaofeng earned more than 80 million yuan at the box office last November. "It is an important way to improve the box office of movies to train the audience to watch movies in the off-schedule period." Liu Zhenfei called on the industry to pay attention to non-popular schedules in the selection of schedules, so as to promote the more healthy and benign development of China film market. Mu Chen also believes that how to improve the diversification of content supply and enhance the audience’s interest in entering the cinema is a problem that the whole industry needs to think about and take seriously in the next six months. "This year ‘ May Day ’ Compared with previous years, the stalls are indeed more crowded, but we must also consider an objective situation. Domestic films have long been in oversupply. According to the production of 1,000 films a year and the volume of about 500 films entering the cinema, there may be 10 films released in a week. ‘ May Day ’ The file is not too crowded. " Ishikawa believes that for the current domestic film market, the lack of truly competitive films and the low-level repetition of a large number of films are the biggest problems. "When we can produce four or five films like The Wandering Earth and Hi, Mom a year, it doesn’t matter whether the total amount is more or less. The key is to improve the quality of the film. "

　　Although the level of playing football has not yet been in line with the international standards, many domestic football stars have a sense of touch in fashion. And the high income and frequent opportunities to go abroad also enable them to get in touch with the most cutting-edge things in fashion. Over time, these stars have gradually formed their own set of "fashion classics".

　　Hui XieGood taste

　　Dress up, the model wife listens to him.

　　When it comes to players and fashion, everyone will think of Xie Hui first. This handsome star who just went to Germany to continue studying abroad is also recognized as a fashion gentleman in the circle, showing fashion elements from head to toe. Moreover, Xie Hui is also a frequent visitor to various catwalk activities, which is not something that ordinary people can do.

　　

　　

　　Xie Hui and his wife walked the catwalk together.

　　In terms of dress, Xie Hui doesn’t like to follow the crowd. "Many people think that as long as they buy the best brand, they are pursuing fashion. I don’t think so. While pursuing the brand, I prefer the brand that suits me. " As for shoes and bags, Xie Hui thinks it is very important to match clothes. "The choice of bags and shoes can play a very good role, otherwise the whole body will fail."

　　Is Xie Hui’s wardrobe full of clothes? "I may have more clothes than others, because I like to buy clothes and keep up with the trend." Xie Hui said, "However, don’t think that I have too many clothes, or I often keep changing new clothes." Xie Hui buys clothes, and never buys clothes that are worn for one quarter and immediately eliminated the next year. "I like to buy some clothes that can last for a long time, no matter the brand or the style. Many of my clothes, whether in style or texture, can be worn for a long time. "

　　Does Xie Hui’s fashion inspiration come from his supermodel wife Tong Chenjie? "On the contrary, I have more ideas than my wife. When we buy clothes together, I often give her advice and she listens to me." Not only clothing, including furniture, daily necessities and so on, if you need to make up your mind, it’s basically Xie Hui. "Because I have a good eye, Tong Chenjie also trusts me."

　　Yu Tao is the most willing.

　　Shopping, brand recognition regardless of cost

　　Someone once said: "Pu Wei said that her bag brand was big, and Yu Tao smiled." Yu Tao really loves to buy bags, but Yu Tao likes to buy clothes more than bags.

　　When Yu Tao was in the National Youth Olympic Team, he often had the opportunity to play abroad. At that time, Yu Tao chose luxury goods regardless of the cost. "At that time, he was young and casual, and he bought what he liked, regardless of whether he needed it or not." One more thing, when I bought clothes abroad, my best friend Qu Bo always stood on the side of the salesperson, so that Yu Tao couldn’t help but pay for it. "With the encouragement of Qu Bo, I bought a lot of things."

　　LV and PRADA are the first choice for Yu Tao to buy bags, while Yu Tao prefers clothes designed by Italian designers such as PRADA, Cerruti1881 and ARMANI.

　　What satisfied Yu Tao the most was a KENZO suit he bought when the Olympic team was training in Paris. At that time, Yu Tao took a fancy to this black suit when he was shopping, and it fit perfectly after trying it on. "It felt like it was made for me, so that a thin person like me could buy such a suit in Europe. I wanted it without thinking." As a result, this suit was really put to great use. Yu Tao took this KENZO suit as the second formal suit at the wedding with his wife Ren Ne.

　　In fact, at the beginning of buying clothes, Yu Tao had no specific brand concept. "At that time, there was no brand awareness, so I felt that expensive things must be good. Later, I gradually got to know so many brands, and I really have something extraordinary in terms of workmanship and texture. " Today, Yu Tao’s wardrobe is full of brand-name clothes he bought from abroad and at home in the past two years.

　　SunjiEmphasis on individuality

　　Understanding, suitability is the best.

　　Sun Ji, the elder brother of "Lucky Brothers", is good at matching different clothes according to different occasions, which is due to his frequent reading of fashion magazines and watching various top fashion shows regularly broadcast by TV stations. However, Sun Ji believes that it is not enough to just look at it. The key is understanding. "In addition to observing other people’s dressing styles, we must also find a feeling that suits us. Dressing that suits others may not suit us." Sun Ji’s friend said to him, "Ah Da, if you don’t play football, you can be a runway model. What a nice clothes rack." Sun Ji laughed heartily. "How can you say that? When I buy clothes, the shop assistants all say that."

　　The brand of clothes is not Sun Ji’s most concerned point, but the texture and style of clothes are Sun Ji’s first consideration. Sun Ji prefers clothes that are casual and not stuffy, but have a little shape but don’t look fancy, such as standing collar, or the neckline is asymmetrical, left or right, which makes people look youthful and lively. Sometimes, on a whim, Sun Ji will also buy a dress with a jump color.

　　Sun Ji not only pays attention to the collocation of clothes, but also the collocation of backpacks. Sun Ji always likes backpacks, and his favorite brand is GUCCI. Under the influence of Sun Ji, Sun Xiang, the younger brother who never used to carry a backpack, was also willing to carry a bag on his shoulder. During the trial training in Eindhoven, Sun Ji found that many local people carried backpacks, which made people feel relaxed and comfortable, so Sun Ji bought a backpack for himself. "Casual and generous, people’s mood is also comfortable."

Editor: Shuo Yang

CCTV News:On the evening of the 8th, Guangzhou Municipal Bureau of Culture, Radio, Film and Tourism issued a notice saying that it would strictly prevent and control the epidemic situation in public cultural tourist sites. All kinds of public cultural tourism places in medium and high-risk areas and areas under closed and closed management are closed down. Closed entertainment places in other areas of Guangzhou, such as cinemas, theaters, KTV and Internet service places, are closed; The outdoor part of public cultural venues and tourist attractions is restricted by 50%.　

Guangzhou, Guangdong: Open the fast lane of nucleic acid testing for truck drivers

In order to ensure the supply of basic living materials, Guangzhou has opened a fast lane for nucleic acid testing for truck drivers, and the results can be produced in 6 hours at the earliest. Jiangnan market in Guangzhou is one of the wholesale markets with the largest sales volume of fruits and vegetables in China and even in Southeast Asia, and it also bears the heavy responsibility of supplying "vegetable basket" in Guangzhou. At 9 o’clock every morning, truck drivers who come to the market for delivery can take the nucleic acid test sheet to the market nucleic acid test point for testing.

Truck driver Liu Bo:We are from other places, strangers here, and now the epidemic, there will definitely be concerns. Now, as soon as I enter the market, I am given a free receipt, and there is a special point in the market to detect nucleic acid. Otherwise, it is not convenient for me as a foreigner to find this nucleic acid monitoring point.

　　china reading limited(0772.HK) On March 18th.sunThe annual performance report for 2023 was released. The performance shows that the company achieved revenue of 7.01 billion yuan, and the net profit attributable to shareholders of the company reached 800 million yuan, up 32.3% year-on-year. The net interest rate of returning to the mother reached 11.5%, up 3.5 percentage points year-on-year. The operating profit of reading articles was 710 million yuan, up by 12.8% year-on-year, and the operating efficiency and profit performance were both improved.

　　Hou Xiaonan, CEO and President of Reading Group, said that the company continued to build an IP life cycle development system, using AI technology to empower creators, and the content ecology was continuously consolidated. In terms of online business, optimize product operation and channel structure to promote the ecological competitiveness of fine content. The growth of reading at the starting point reached a record high, and Tencent animation assets were acquired to enhance the advantages of IP incubation and reserve.

　　The performance report shows that in 2023, the online reading business realized a revenue of 3.95 billion yuan, and the starting reading income increased by 40% year-on-year. The number of new writers on the platform reached 380,000, the number of new works exceeded 670,000, and the number of new words reached 39 billion. The number of newcomers and their achievements are outstanding. After 60% is 00, the number of newcomers whose total income exceeds 100,000 yuan has increased by 60% year-on-year.

　　On the user side, reading articles strengthens the connection between readers and works through a series of operational activities. The total number of words in "This Chapter" of "The Ring of Destiny" from the beginning of reading in 2023 exceeded 70 million, and a single user dubbed the work for more than 2,800 times. The official theme station "Curly Baboon Research Association" of "Lord of Secrets" gathered over 600,000 fans in the first month, and the daily activities of users increased by over 200%.

　　Thanks to the active creative ecology and effective copyright protection mechanism, the starting point reading income increased by 40% year-on-year. The subscription records of the platform have been continuously broken, and the number of new works with an average subscription of 100,000 has increased by 125% year-on-year. In 2023, the average MAU of reading platform reached 210 million, and the average number of monthly paying users reached 8.7 million, up 10.1% year-on-year.

　　Hou Xiaonan said that in order to realize the social and commercial value of head IP in the whole life cycle, the construction of IP life cycle development system has always been the top priority. During the reporting period, reading articles continued to increase the explosion rate of different content forms. The data shows that in 2023, reading copyright operation and other income was 3.06 billion yuan, with a growth rate of 46.2% in the second half of the year.

　　In terms of film and television, reading the text has launched some excellent hit works such as "Up with a flurry", "Ordinary Road", "The Sun is with me" and "The Sneaker". In the field of animation, the sequel and new fan of classic IP-adapted animation were introduced, such as "Breaking the Sky" topped the list of the most popular countries in Weibo for three consecutive months. In the field of comics, the popularity of 13 comics has exceeded 100 million. In the field of games, the works "The Legend of Immortal Cultivation" and "Swallowing the Starry Sky" authorized by reading the text were successfully launched, showing the competitiveness of IP in the game market.

　　In the Spring Festival of 2024, YOLO, a film owned by Yuewen Group, won the box office championship, with a total box office of over 3.4 billion yuan. In the follow-up, reading will usher in the big product cycle of IP business. Except for YOLO, the films Under Aliens and Customs Front are progressing smoothly. In terms of drama series, Joy of Life’s works such as the second season rank in the forefront of Tencent’s most anticipated video list.

　　Reading actively explores emerging content forms such as short plays, accelerates the comprehensive application of AI in IP ecology and the process of going to sea, and drives the long-term diversified growth of the company’s business. In terms of short plays, reading the article released the "Star River Incubation Plan for Short Plays", and launched three major initiatives: 100 IP cultivation plans, 100 million yuan creative fund support and exploring interactive short plays. In terms of AI technology empowerment, the first big model of the online text industry, "Reading the Wonderful Pen" and the wonderful pen version of the writer’s assistant, was released. The overseas business process has accelerated, and the overseas reading platform WebNovel provides about 3,800 Chinese translations and about 620,000 local original works.

　　Before you leave the doctor’s office or pharmacy, getting the answers to the following questions can make the antibiotics you take as effective as possible.

　　Why should I take this medicine?

　　Norman Tomaka, a spokesman for the American Pharmacists Association, believes that every patient should confirm and understand why doctors prescribe antibiotics for them. According to the research results published in the journal of the American Medical Association by researchers from the US Centers for Disease Control and Prevention, from 2010 to 2011, nearly one-third of oral antibiotic treatment prescriptions in the United States were wrongly prescribed by doctors. Taking unnecessary antibiotics will make bacteria resistant to drugs, so have an open discussion with your doctor to make sure your prescription is the best choice.

　　When should I take the medicine?

　　Antibiotics have to reach a certain concentration in the blood to take effect, so take the medicine on time. Taking medicine when you wake up in the morning, before lunch and before going to sleep can ensure that you will not forget to take medicine to the greatest extent.

　　Can antibiotics be taken with food?

　　Eating while taking medicine will affect the way drugs are absorbed in the body, but it can also prevent nausea caused by drugs that may irritate the stomach. If the drug instructions state that you should take it on an empty stomach, follow the instructions, because food may hinder the absorption of the drug in the blood.

　　Do you want to avoid eating certain foods when taking medicine?

　　Some drugs may have adverse reactions to certain foods. For example, dairy products will reduce the efficacy of tetracycline, because calcium in food combines with antibiotics, resulting in a decrease in the body’s absorption. Make sure you are aware of any food that may hinder your recovery.

　　Do you want to drink a large glass of water when taking the medicine?

　　Water can dilute the contents of the stomach and help you absorb the effective components of antibiotics before the stomach is stimulated. While drinking enough water can help prevent nausea caused by most drugs, some antibiotics need to drink a whole glass of water to be completely absorbed. Antibiotics in capsule form can prevent it from being dissolved prematurely until it enters the stomach; Drinking more water will help these antibiotics to be completely absorbed.

　　6 Do you want to eat probiotics while taking antibiotics?

　　Not all bacteria in your body will make you sick. Some bacteria in your stomach are essential to keep your intestines or reproductive system healthy. However, antibiotics do not know which bacteria are good and which bacteria are bad; They will kill all bacteria, including those that are good for human health. When drugs attack good bacteria, you may have gastrointestinal discomfort, urinary tract infection or yeast infection. To prevent these side effects, the doctor may suggest that you eat yogurt rich in probiotics or take probiotic supplements.

　　7 what should I do if I miss the medicine?

　　Theoretically speaking, there is a fixed time interval for each medication. In real life, you may forget to take the medicine or take it late. If you miss the medication time, it’s important to know what to do in advance, so that you won’t look around for information in the dead of night. Some drugs should be taken in time after missing the correct time, while others should be taken normally next time when they are forgotten, so read the drug instructions carefully.

　　When should I feel better after taking medicine?

　　You should take the medicine completely as long as the doctor prescribes it, instead of stopping taking it once the symptoms disappear, because the bacteria in your body may still be at an unsafe level. However, it is important to know how soon you can recover. Generally speaking, if you don’t get better after taking the medicine for three days, you need to see a doctor again, because at this time, either the drug choice is incorrect or something else has happened.

　　9 What side effects are expected from the antibiotics I take?

　　Although only a small proportion of people have side effects after taking antibiotics, you need to know what adverse reactions your body will have. Some drugs may cause shortness of breath, while others may cause urticaria. If there are suspected side effects, you should consult your doctor whether to continue treatment or switch to another treatment.

　　Can I crush the pills?

　　If you have difficulty swallowing pills, consult your doctor before you plan to crush them, because antibiotics in pill form are absorbed in a different way from capsules. Some antibiotics are made in liquid form, which may be a better choice for some patients.

　　Will this antibiotic interact with other drugs I take?

　　The doctor may ask you what other drugs you have taken to avoid adverse reactions, but don’t forget birth control pills or over-the-counter supplements and vitamins easily. Some antibiotics may reduce the contraceptive effect, which means you may need to take another contraceptive method. In addition, iron-containing supplements combine with some antibiotics, making the latter unable to be absorbed.

　　What should I do if I have a history of antibiotic allergy?

　　Being allergic to an antibiotic not only means that you must avoid this drug, but also beware of other related drugs belonging to the same family. Therefore, after taking the medicine, you should observe it carefully, stop taking it immediately and ask the doctor for help if there is an allergic reaction. (Compile/Guo Shaofeng)